MAM
Peanut butter meets smart bytes as Nutrica lets AI crunch the nutrition code
MUMBAI: Call it food for thought with a tech twist. Nutrica is tapping artificial intelligence to unpack a daily dilemma in Indian homes: what children want to eat versus what parents want them to eat.
The lifestyle and wellness brand under BN Agritech Limited has rolled out an AI-generated digital film for Nutrica Pro Fitness Peanut Butter, using technology-led storytelling to mirror how children see food and how parents, particularly mothers, assess nutrition. Instead of lofty health claims, the campaign zooms in on familiar, school-day moments where small choices quietly shape lifelong eating habits.
At the heart of the film are two boys, each bringing a different perspective to the table. Taste does the talking, nutrition does the thinking. The story builds towards a shared decision, positioning peanut butter as a rare middle ground that satisfies young palates while ticking parental boxes. The message is clear without being preachy: better nutrition does not have to feel forced or complicated.
Nutrica Pro Fitness Peanut Butter is framed as an easy fit into everyday routines, reinforcing the idea that consistency, not grand gestures, drives healthier habits. According to Nutrica director and business head for FMCG Vertical Sparsh Sachar parents tend to trust products that strike a balance between familiarity and nourishment. The campaign, he noted, reflects the brand’s belief that meaningful lifestyle shifts often begin with small, repeatable steps.
The product is available in two variants, Crunchy and Creamy, and is positioned as a protein-rich snacking option that keeps taste front and centre. Nutrica Peanut Butter is currently available through general trade stores across 14 cities, including Delhi, Mumbai, Pune and Chandigarh, signalling a steady push into urban markets.
The AI-led film is now live across Nutrica’s social media ecosystem, spanning Youtube, Instagram, Facebook and Linkedin. By blending everyday insight with emerging technology, the brand is betting that when nutrition speaks the language of both kids and parents, it is more likely to stick.
MAM
Shah Raza returns full-time as NDTV national revenue head – government
Raza resumes leadership in government sales after a brief part-time stint
NEW DELHI: Shah Raza has resumed his full-time role as national revenue head – government at NDTV, after working part-time for a few months due to personal commitments.
Raza has been with NDTV since 2013, overseeing government sales across India. He brings extensive experience in media and broadcast, having previously served as vice president at TV18 Broadcast Limited, account director at IBN 18, and senior manager at Bennett Coleman & Co. Ltd. (Times Group).
A graduate of Aligarh Muslim University with an MBA, Raza has spent over a decade building a strong track record in government sales and driving NDTV’s revenue growth.
With his return to full-time responsibilities, Raza will continue to lead NDTV’s efforts in government sales, combining long-standing experience with an understanding of the evolving media landscape.
