MAM
Triton Communications on a hat-trick; bags the creative mandate for Soujanya
MUMBAI: Triton Communications is on a winning spree and its latest win is bagging the creative mandate for Soujanya, a leader for innovations in colorant manufacturing and research. Very recently, Triton Communications announced that it had won the mandate for Ambuja Cement Ltd. To add to this, it had also secured the mandate for SAMCO, India’s fastest growing company in the discount broking segment, late last year.
Soujanya is known to translate technology into products that are changing the way people experience the world around them. It understands the true complexity and utilizes their learning and their expertise to develop perfect solutions that will propel their partners business.
Commenting on the appointment, Soujanya of Director, Jashan Bhumkar says “We’re at the culmination of a year- long brand repositioning process from a traditional B2B color product manufacturer to a total color solutions provider. We’re glad to have partnered with Triton Communications to bring to life our new brand identity through various visual, print and digital media. We are excited to be working with Triton’s team who we’ve found to be thoroughly professional and extremely creative.”
Talking about the Soujanya win, Triton Mumbai, Executive director and head, Virendra Saini says, “The organization is a pioneer in developing, researching, manufacturing and supplying color dispersion products par excellence. It is a conglomerate that thrives on quality, innovation, service, and environment responsibility. We are extremely happy to partner with them in this growth journey.”
Viren further adds, “All the three are truly prestigious wins for us. Triton has launched and created some memorable campaigns in the past and this aggressive approach will continue. My mission as Executive Director is to make Triton a formidable name in the industry. I look forward to building the Agency into a stronger, more resilient force to reckon with in the industry.”
Triton Communications has been on the Indian advertising scene for a little less than three decades and has had mega institutions such as Adani-Wilmar, Eureka Forbes, Officer’s Choice and YES BANK on its portfolio. Incorporated in 1991 by Ali Merchant and Munawar Syed, Triton has partnered with several brands including Moov, Aquaguard, Set Wet, Fortune, NECC and others.
Brands
Doctor’s Choice launches Protein Muesli, signs Arshdeep Singh
New product offers 25g protein per 100g as brand targets clean nutrition
MUMBAI: Breakfast just got a bouncer and it’s aimed straight at the protein gap. Doctor’s Choice is stepping into the fast-growing nutrition arena with the launch of its Protein Muesli, alongside roping in Arshdeep Singh as its exclusive brand ambassador. The move signals a clear play for the high-protein, clean-label segment, where convenience is king and ingredients are under scrutiny. At the centre of the launch is a campaign film featuring Singh, built around a simple proposition: performance begins long before the pitch, it starts at the breakfast table.
Designed for digital-first audiences, the campaign leans into a snackable format tailored for Gen Z and fitness-focused consumers. It blends aspiration with everyday relatability, positioning the product not as a supplement, but as a routine.
The product itself is pitched as a functional upgrade to a familiar category. Doctor’s Choice Protein Muesli delivers 25g of protein per 100g, with no refined sugar or artificial flavours. It combines crunchy protein balls with a natural chocolate flavour, targeting consumers looking for quick, on-the-go nutrition without sacrificing taste.
Singh’s association goes beyond a typical celebrity plug. As one of India’s most consistent young cricketers, his image aligns neatly with the brand’s messaging around discipline, routine and performance qualities increasingly being mirrored in consumer food choices.
The broader strategy reflects a shift in the FMCG playbook. As consumers become more label-conscious and time-poor, brands are racing to position everyday foods as functional, not just filling. Doctor’s Choice is betting that protein-led, clean-label products can move from niche shelves to daily staples.
With this launch, the brand isn’t just selling muesli, it’s pitching a lifestyle upgrade, one spoonful at a time.
