MAM
Sheel Saket joins ITSA as executive producer
MUMBAI: Sheel Saket, who had quit Euro RSCD India (Delhi) as VP-client servicing early this month, has joined ITSA Brand Innovations as executive producer.
ITSA is a one-month-old innovation company founded by Emmanuel Upputuru, Anirban Mozumdar and Daniel Upputuru along with Concept‘s Vivek Suchanti. The company aims to create value for brands through innovation.
Saket said, “I am a great fan of Emmanuel‘s integrated approach to work. I absolutely loved the Me and Maggi case study and his ‘Every trip has a purpose‘ for Cleartrip has been an inspiration. When he shared the idea behind ITSA, I just had to be part of it.”
ITSA founder Emmanuel Upputuru said, “I had worked with Sheel before. He belongs to a rare species. To begin with, he is not your regular account managment guy. He actually is more creative than many people in the so-called creative departments in the agencies. And what I absolutely love about him is, ask him if something is possible, he will tell you ten different ways it can be done. ITSA‘s core team is now complete – with human strategy, innovative ideas, award winning craft and implementation skills in this team.”
ITSA chief strategy officer Anirban Mozumdar added, “As we begin to do our projects and sign on clients, Sheel‘s resourcefulness and ability to deliver solutions is going to be an indispensable, must-have asset for us. We believe Sheel will add great value to relationships and help us collaborate to execute and deliver our brand innovations and campaigns.”
Saket has almost 16 years of industry experience during which he worked on the marketing side briefly before starting his agency career. Prior to joining Euro RSCG, he had also worked with McCann Erickson, JWT and Ogilvy India.
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.
