MAM
Neo positions West Indies series as ‘Return of The Big Guns’
MUMBAI: The West Indies cricket team‘s tour of India consisting of three Tests and five One Day Internationals begins from 6 November 2011 on Neo Cricket. The series is just after India‘s successful whitewash of the English team.
Moreover the series sees big names returning after a layoff due to injury like Sachin Tendulkar, Virendra Sehwag and Yuvraj Singh. In addition the biggest attraction of the series will be the high possibility of Tendulkar scoring his 100th century in the international cricket.
Keeping all this in mind, Neo Cricket, the official broadcaster has launched a 360-degree marketing campaign with the positioning ‘Return of the Big Guns‘. The budget is around Rs 40 million and will focus on print, television and digital platforms. The focus of the campaign is that some of the big names who have not been seen for a while will be back in action.
Neo Sports Broadcast COO Prasana Krishnan said, “The Indian team is on a victorious spree and there is a positive rub off on the India West Indies series with all the big stars returning. The series could mark several milestones including the biggest cricketing record – Sachin‘s 100th hundred. It has been proven time and again that there is no substitute to live India cricket when the team is showcasing a spectacular performance.”
Brands
Doctor’s Choice launches Protein Muesli, signs Arshdeep Singh
New product offers 25g protein per 100g as brand targets clean nutrition
MUMBAI: Breakfast just got a bouncer and it’s aimed straight at the protein gap. Doctor’s Choice is stepping into the fast-growing nutrition arena with the launch of its Protein Muesli, alongside roping in Arshdeep Singh as its exclusive brand ambassador. The move signals a clear play for the high-protein, clean-label segment, where convenience is king and ingredients are under scrutiny. At the centre of the launch is a campaign film featuring Singh, built around a simple proposition: performance begins long before the pitch, it starts at the breakfast table.
Designed for digital-first audiences, the campaign leans into a snackable format tailored for Gen Z and fitness-focused consumers. It blends aspiration with everyday relatability, positioning the product not as a supplement, but as a routine.
The product itself is pitched as a functional upgrade to a familiar category. Doctor’s Choice Protein Muesli delivers 25g of protein per 100g, with no refined sugar or artificial flavours. It combines crunchy protein balls with a natural chocolate flavour, targeting consumers looking for quick, on-the-go nutrition without sacrificing taste.
Singh’s association goes beyond a typical celebrity plug. As one of India’s most consistent young cricketers, his image aligns neatly with the brand’s messaging around discipline, routine and performance qualities increasingly being mirrored in consumer food choices.
The broader strategy reflects a shift in the FMCG playbook. As consumers become more label-conscious and time-poor, brands are racing to position everyday foods as functional, not just filling. Doctor’s Choice is betting that protein-led, clean-label products can move from niche shelves to daily staples.
With this launch, the brand isn’t just selling muesli, it’s pitching a lifestyle upgrade, one spoonful at a time.
