MAM
Tata Sampann rolls out new campaign #JaiseNatureNeBanaya with Manoj Bajpayee
Mumbai: Tata Sampann has launched a new campaign called # JaiseNatureNeBanaya, which features Bollywood actor Manoj Bajpayee in a TV commercial. Crafted by Ogilvy, the campaign is in line with the company’s focus on ensuring “For Better” products for its consumers seeking quality nutrition as part of their everyday Indian diet. At the core, is the brand’s inspiration to address consumers’ needs by providing quality food choices and retaining the power of the food ingredients by avoiding any additional processing.
Tata Sampann, as a brand, believes that there is an authentic essence in the food that we eat and that, when processed in a mindful way, helps to harness the elemental power of nature. Through a series of ad films featuring actor Manoj Bajpayee, this belief has been brought to life. The films encourage consumers to rethink their choices when purchasing food items, further raising questions in their minds if they focus too much on how the spices and staples look over their flavour and benefits, thereby reaffirming the brand’s promise that Tata Sampann delivers staples and spices “just as nature intended them to be.”
Commenting on the campaign, Tata Consumer Products president of packaged food India Deepika Bhan said, “Our commitment is to bring high quality nutrition to Indian homes. This commitment inspires us to work towards mindful processing, allowing for food to retain its full nutrient potential. The constant obsession with retaining natural goodness is why our products are high quality and have high sensorial value—so they taste great. Tata Sampann is Sarvagun Sampann.”
Speaking on his association with Tata Sampann, Manoj Bajpayee said, “My favourite kind of food is always the everyday Indian food that I eat at home. I am very particular about quality, be it my roles or my food ingredients. Tata Sampann’s proposition of providing sarvagun nutrition to its consumers was one of the key driving factors for my association. I personally believe that if your ghar ka khana is made with high quality ingredients that are not tampered or polished in any way, their nutrition will be as close to nature as possible and will assure sampann poshan at all times.”
Commenting on the thought behind the advertisement, Ogilvy chief creative officer Sukesh Nayak said, “We wanted to present Manoj Bajpayee not just as an actor but as a discerning food lover who loves to cook. In this light-hearted campaign, he shares with us some simple yet effective tips on how to elevate even the most basic dishes with Tata Sampann dals and haldi.”
The campaign is live across the electronic channels and social media platforms of Tata Sampann.
MAM
Ad:tech honours 2026: Full list of winners announced
Expanded awards spotlight winners across 22 categories as industry doubles down on intelligent automation
NEW DELHI: Marketing’s tech elite took the spotlight as the ad:tech honours 2026 returned with a sharper focus on AI, data and immersive media, signalling how deeply technology now underpins brand strategy. Held at Yashobhoomi on March 17, the second edition drew industry leaders to celebrate innovation that is reshaping engagement and performance.
Presented with the International Advertising Association India chapter and new partner Huella, the awards expanded from 8 to 22 categories, tracking the rapid convergence of creativity, automation and analytics.
The winners’ list reads like a snapshot of marketing’s future. In affiliate and partner marketing, Lyxel & Flamingo – Boat and Paytm Ads – Giva took silver. Mobavenue Media Private Limited struck gold in AI-driven dynamic creative optimisation, alongside a silver for Laqshya Media Limited.
Creative AI collaboration saw Rediffusion Brand Solutions Private Limited win gold, with Saltinc Consulting Private Limited securing silver. Laqshya Media Limited continued its strong run, taking gold in AI conversation agents and adding multiple wins across categories, including silver in GenAI-led creative and both gold and silver in interactive DOOH campaigns for Tanishq and Tata Coffee.
Predictive AI honours went to Strong Metrics and Tyroo, both silver, while Orient Bell Limited picked up silver in immersive retail tech. In GenAI-led creative, Laqshya Media Limited, Salt – Kotak and Sumimoto each secured silver, reflecting the crowded race in generative creativity.
Publicis bagged silver in influencer management and gold in performance marketing, where it shared the stage with Arm Worldwide and The Trade Desk, both silver. Glad U Came Private Limited stood out with gold in influencer measurement and analytics.
Marketing automation saw CereOne Media Pvt. Ltd. and Globale Media win silver, while ADMOTT Private Limited claimed silver in OTT innovation.
Programmatic media categories highlighted the shift to advanced targeting and connected screens. Mobavenue Media Private Limited clinched gold in connected TV advertising, with Animmoov Digital Media Pvt Ltd – Asus and Lyxel and Flamingo taking silver. Cheggout Services Private Limited won silver in retail media advertising, while Paytm Ads – Versuni secured gold.
On social platforms, Vayner Media India took gold in community and UGC engagement, with Under 25 – Oppo winning silver. Segumento rounded off the list with silver in the innovation category.
Jaswant Singh, country managing director at ad:tech India, underscored the momentum, saying generative AI and data-driven decision-making are now central to marketing impact. Neena Dasgupta, IAA mancom member and chief executive and founder at The Salt Inc Consulting, added that the awards celebrate not just technology, but “the people, the creativity, and the relentless effort behind it.”
Backed by Comexposium Group, ad:tech New Delhi has long tracked digital disruption. Now, with the honours, it is rewarding those who are not just adapting to change but engineering it.
In an industry racing towards automation, the message from 2026 is unmistakable. The future of marketing will be written not just in ideas, but in algorithms.
