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Singham powers Star Gold to 221 GRPs
MUMBAI: For Star India, the unconventional strategy of premiering a big-ticket film on its movie channel rather than on Star Plus seems to have worked.
Powered by the Ajay Devgn-starrer Singham, Star Gold has seen a 70- GRP (gross rating point) jump, aiding the channel to cross 200 points.
Star Gold closed the week ended 10 September with 221 GRPs, up from 151 GRPs in the trailing week.
Singham, which was premiered on 10 September, clocked 8.7 TVR, highest on any Hindi movie channel in the recent past and third highest after 3 Idiots (10.88 TVR on Sony Entertainment TV) and Dabangg (9.2 TVR on Colors).
“We are very happy with the viewers’ and advertisers’ response for the premiere of Singham. And we have many more movies in our bank to enhance viewing experience,” Star Gold senior vice-president Hemal Jhaveri said.
When compared to the screenings on Hindi movie channels, Singham’s roar is the loudest, followed by 3 idiots (6 TVR, second airing) and Robot (4.1 TVR), both on Max.
Star Gold had put all the marketing efforts behind creating a buzz around the world TV premiere of the movie.
The Hindi movie genre, fought at the top among Max, Zee Cinema and Star Gold, is marred with low stickiness.
“The ratings may help other channels to think of premiering films on movie channels, which ideally should be the case. The top four GECs alone show 20-25 movies collectively every week. This practice should stop,” the business head of a rival movie channel said.
Jhaveri believes that the players need to constantly change the game. “The rules are changing and there is no set formula. We are also experimenting. We were the first to air five movies a day and now have increased it to six. We have cut down on our advertising time and it is helping increasie the time spent on the channel,” 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.
