MAM
Ripple Fragrances and Dentsu Webchutney launch endangered air fresheners
MUMBAI: Ripple Fragrances, a leading brand in air fresheners, partnered with Dentsu Webchutney, the digital agency from Dentsu Aegis Network to launch ‘Endangered Air Freshener’, a range of products aimed at raising awareness about animals that are on the verge of extinction.
The range features air fresheners designed in the shape of animals’ face. Every passing day, the freshener tablet reduces, disappearing eventually. Inside each tablet, is a metal plate that encourages people to take the right action. It reads – Don’t watch Asiatic Lions disappear into the thin air. A Quick Response code on the plate redirects users to an online avenue where they can know more and do their bit.
Many wildlife species today stand on the verge of extinction and many disappear on a daily basis. Loss of habitats, illegal poaching are amongst the common reasons behind this situation that worsens every day. What is even more unfortunate is the attitude of people towards this problem. While many people are aware of the situation, they seem to not care.
Sudesh Samaria, Co-Founder and Chief Creative Officer, Dentsu Webchutney said, “Every month in our homes, air freshener tablets disappear and we replace them with new ones. Endangered Air Freshener makes this process more relatable and turns into an inevitable truth that can be stopped only if we act now.”
“We are a very environment conscious brand and we wanted to show people that these species are disappearing for real. It is time that we act. We are doing our bit by creating this range of Endangered Air Fresheners.” added Kiran Ranga, Managing Director, Ripple Fragrances.
The products are available on all leading retail chains and is being promoted on digital medium too using the right influencers.
“People don’t act; not because they don’t know but because they are not reminded of this ugly truth more often. We changed just this and showed people what an extinction of a species look like. It is painful and slow and inevitable. It is a great marriage of a cause and product to create a relevant touch point,” said Gurbaksh Singh, Chief Creative Technologist, Dentsu Webchutney.
Endangered Air Freshener brings the problem happening far away into people’ cars and homes. It changes the way we look at problems and creates an urge to act.
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.
