MAM
TNSSport’s develops SportsI brand recognition software
LOS ANGELES: TNSSport has announced that it is developing advanced image recognition technology to track the television exposure and value of brands within sports.
Already capable of measuring exposure from advertising boards, the new SportsI system is being developed with BrandTraX. TNSSport claims to be the world’s leading sports research company.
An official release informs that the company is partnering with BrandTraX, which is leveraging advanced image recognition technology originally developed by Bell Labs, the R&D division of Lucent Technologies. Over the past 20 years, television exposure data has been collated manually. While this will continue to some extent the use of this technology is a pivotal moment for the sports research business, states the release.
Requiring relatively little manual input, the recognition software measures the exposure time a brand receives during a sports broadcast. Whilst this sounds relatively simple, the technology is groundbreaking and can produce analysis currently not possible to capture using a manual process. Bell Labs first developed this technology to detect and extract data from documents such as financial statements and faxes. This image recognition technology has proven to be applicable across a range of disciplines and industries. Bell Labs has licensed this technology to BrandTrax and is providing R&D services to them to meet the evolving demands of its the sports media measurement business.
TNSSport’s managing director Mark Cornish says, “Undoubtedly this will have a significant impact upon the industry. The technology is such that it improves both the accuracy and type of data we can extract from sports broadcasts, ultimately allowing us to precisely and consistently measure value. For years the industry has demanded that sponsors’ television exposure should be sold like advertising – but this is difficult due to accurate measurement. This new technology now makes this a distinct possibility”.
BrandTraX’s president Dick Gold adds, “The demand for accurate electronic tracking of sponsors’ signage is mandatory for valuation of exposure. As such, our use of Bell Labs’ advanced image recognition software is the most efficient technology to electronically advance a currently manual tracking system to a fully computerised solution.”
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.
