Sattu as a category has being seeing recent interest among fitness influencers as a natural source of nutrition ( check out Nitish Soni - Sattu King on Instagram ; for example).
However ; in the Eastern parts of the country ( major Sattu markets) it is primarily consumed at home or on roadside thela's by the everyman for his cost effective daily fix of energy ( not strength) ; especially during summers.
In recent times there has been an influx of cool/hip energy drinks aiming to provide consumers their fix of energy. These drinks are loaded with unnatural/unhealthy ingredients like processed sugar, caffeine etc.
As a market leader ( and the O.G energy drink) ; Ganesh Sattu's brand strategy aims to modernize sattu and its 'natural energy' advantage.
The campaign uses a celebrity who is a 'natural' fit for a Sattu brand in the form of Ravindra Jadeja ( a gun fielder/explosive batsman/energetic bowler- all in all a 'natural' talent) to make this strategy come alive. Other creative elements like 'Jaddu ka Sattu/Sattu ka Jadoo', ' 'Unnatural nahin; natural energy' furthur help Ganesh Sattu's efforts in positioning itself as the 'natural energy ka daily dose' in a contemporary way
Kudos to the Ganesh Consumer Products team ( @manishmimani , @devanshmimani, Ritwik Kundu, @niteshkumarpandey and others), the agency (Lowe Lintas Kolkatta - @indranilmitra , @trithitachatterjee ( troy ), @niladrimalakar , @ankitadatta and others) , the PH (Celestic Films - @gaurid and others) and the director ( @ajaynautiyal) for this campaign.
Personal Sidenote : As Brand Consultant for Ganesh Consumer; i attended the PPM for this film from the railway platform of Bukhara Station in Uzbekistan. The last time I attended a PPM from a remote location ; it was from Namche Bazaar in the Solukhumbu for a Motilal Oswal film in late 2017. That campaign turned out to be quite successful. Here's looking forward to history repeating itself with Ganesh Sattu :) #sattu #energy #natural
The multimedia campaign broke in April 2026 using print, tv, digital and on ground activation during the IPL
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