MAM
Shashi Sinha is BARC TechComm chairman
MUMBAI: The first step towards making the Broadcast Audience Research Council (BARC) operational has been taken with the formation of the television audience measurement body‘s technical committee.
IPG Mediabrands India CEO Shashi Sinha has been appointed as the chairman of the technical committee of BARC.
BARC, constituted in July 2010 under the Companies Act, aims to set up a transparent and credible television audience measurement system in India. BARC would be the umbrella body and television audience measurement service providers like TAM Media Research, a joint venture of Nielsen and Kantar, will function under it for the purpose of providing ratings.
India TV strategist Paritosh Joshi and Hindustan Unilever head of CMI South Smita Bhosale are members of the committee.
Sinha said, “Setting up of the technical committee is very important for the pushing of BARC but the board (of BARC) is supreme. The Committee will make all the recommendations in terms of how sampling and other technical things should be done. So it will be a recommendation body but the final decision will be taken by BARC board.”
BARC is headed by Zeel CEO Punit Goenka as chairman. The board includes six broadcasters, two advertisers – HUL executive director home and personal care Hemant Bakshi and ex-P&G India chairman and managing director Bharat Patel – and two agency executives – GroupM South Asia CEO Vikram Sakhuja and RK Swamy BBDO chairman and MD Sunder K Swamy.
BARC is 60 per cent owned by the Indian Broadcasting Foundation (IBF) and 20 per cent each by the Advertising Agencies Association of India (AAAI) and the Indian Society of Advertisers (ISA).
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.
