MAM
Publicis Groupe acquires 51% stake in Big Fuel
MUMBAI: Publicis Groupe has acquired a controlling stake in New York-based social media agency, Big Fuel.
As per the agreement, Publicis will start off with 51 per cent and have the option of gobbling it up entirely from 2014.
The agency will be aligned under the VivaKi organization and serve as a strategic social media center for the VivaKi agencies like Digitas, Razorfish, Starcom MediaVest Group and ZenithOptimedia. It will report into the VivaKi organisation through Laura Lang, global CEO of Digitas and member of the VivaKi board of directors.
Laura Lang said, “Big Fuel is a dynamic social media agency with a scalable model that encompasses social tools, process, a content studio and a distribution network. As a result, it will extend the creative and content resourcing of Digitas and Razorfish. They specialize in taking brands from content to commerce, and their social media operating system has earned them Social AOR status with some of the world‘s most powerful marketers. Sitting inside VivaKi, with its powerful media and digital agency networks, Big Fuel gives us unprecedented Paid, Owned and Earned capabilities, further enhancing the social media strategies of its sister agencies.”
Big Fuel is headed by CEO Jon Bond, who runs the agency in partnership with founding partner and chief creative officer Avi Savar, and managing partner and COO Mike McGraw,
According to Jon Bond, the deal will help support Big Fuel’s rapid organic growth. “Big Fuel‘s founder Avi Savar had the vision to create one of the first full-service social media agencies. Now that social is revolutionizing global marketing, this partnership gives the agency and its clients scale, impact, and a network around the world,” he said.
MAM
Ganesh Chana Sattu ropes in Ravindra Jadeja for new campaign
Cricketing all-rounder fronts ‘unnatural energy’ push for high-protein roasted gram flour drink.
MUMBAI: Ganesh Chana Sattu has just bowled a natural Yorker that feels positively superhuman and Ravindra Jadeja is the man delivering it. The nutrient-rich, high-protein roasted gram flour brand has launched a fresh campaign featuring the Indian cricketing legend. Conceptualised by TBWA\ Lintas, the campaign playfully explores how something truly natural can unlock extraordinary energy, using extreme visual exaggeration and Jadeja’s larger-than-life athleticism to show the power of sattu in action.
Rather than relying on dramatic storytelling, the film celebrates sattu as an age-old, completely natural ingredient that delivers performance so effective it borders on the unbelievable. It positions the drink as a refreshing, cool fuel for the body perfect for a generation seeking honest, high-protein nutrition without the hype.
Ganesh Consumer Products Limited director Devansh Mimani said, “Sattu has always been valued for its nutritional goodness. With this campaign, we wanted to showcase that energy in an engaging way. Ravindra Jadeja’s personality and athleticism helped us bring alive the idea that a natural drink can power seemingly unbelievable energy.”
TBWA\ Lintas unit creative director Tritirtha Chatterjee added, “The thought was to position Ganesh Sattu as a refreshing, cool drink that naturally powers the body. Ravindra Jadeja was the perfect fit to bring this idea alive. As an all-rounder, his game demands constant energy across batting, bowling and fielding.”
The campaign is now live across TV, digital platforms and social media channels, aiming to boost both brand awareness and product consideration among consumers looking for natural, high-protein alternatives.
In a category full of flashy promises, Ganesh Chana Sattu is quietly reminding everyone that sometimes the most powerful fuel comes from the simplest, most honest ingredients. With Jadeja on board, the brand has found the perfect all-rounder to prove that real energy doesn’t need artificial boosts, it just needs the right sattu.
