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Tag: Sumit Mathur

  • Rashmika Mandanna named brand ambassador for Isopure in India

    Rashmika Mandanna named brand ambassador for Isopure in India

    MUMBAI: She’s got the moves and now the macros to match. Rashmika Mandanna has been unveiled as Isopure’s first-ever brand ambassador in India, bringing star power to the brand’s stripped-down, zero-fluff approach to fitness. The global Zero/Low-Carb protein supplement brand has launched its new campaign, “Everything You Need, Nothing You Don’t,” putting the spotlight on clean-label nutrition and mindful wellness. And with 25g of protein per serving, zero carbs, zero sugar, zero fat, and no artificial additives, Isopure’s unflavoured whey isolate is walking the talk.

    Loved for her vibrant energy and grounded approach, Rashmika isn’t just the face of the campaign, she’s the poster girl for clean choices. “Fitness, to me, is not about extremes, it’s about consistency,” she said. “Isopure fits effortlessly into my life, no gimmicks, no excess.”

    Glanbia Performance Nutrition, general manager, south Asia Sumit Mathur said Rashmika embodies Isopure’s ethos of purity, simplicity, and quality. “She’s focused, mindful, and uncompromising just like an Isopure consumer,” he added.

    To drive home its point, Ispore is rolling out the ‘Purity Challenge’, featuring two demo tests ISOFOAM and ISOMIX designed to highlight the product’s superior formulation and unmatched solubility.

    The association aims to connect with a new generation of conscious consumers who are done with overhyped nutrition and ready to embrace ingredient integrity. As Rashmika puts it, “Wellness isn’t about excess, it’s about clarity.”

    With this campaign, Isopure is challenging Indian consumers to read the label, trust the science, and choose quality over clutter, one scoop at a time.

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  • Optimum Nutrition unveils project Protein Thali on World Protein Day

    Optimum Nutrition unveils project Protein Thali on World Protein Day

    MUMBAI: To mark World Protein Day, Optimum Nutrition has unveiled project Protein Thali, an initiative designed to educate active Indian adults on the importance of protein in their diet. The campaign aims to bridge the country’s significant protein deficiency by encouraging individuals to rethink meal compositions and make protein a priority.

    With 73 per cent of India’s population deficient in protein and over 90 per cent unaware of their daily protein needs, project Protein Thali seeks to drive awareness and behavioural change. The campaign promotes the swap the serve concept, advocating for replacing a portion of carbohydrates with protein. When combined with Optimum Nutrition’s Gold Standard 100 per cent Whey, a single meal can provide 40 grams of protein-an essential component for muscle gain and recovery after physical activity.

    Renowned athlete PV Sindhu stated, “Throughout my journey as an athlete, expert guidance on nutrition has been vital to my performance. Protein plays a key role in recovery, and I am excited to collaborate with Optimum Nutrition to share these insights through project Protein Thali.”

    Glanbia Performance Nutrition general manager, Sumit Mathur stated, “Protein is crucial, yet many Indians, including sports enthusiasts, do not prioritise it. By transforming the traditional Indian thali into a Protein Thali, we aim to inspire a shift towards a protein-inclusive diet.”

    In a practical demonstration of its commitment, Optimum Nutrition introduced project Protein Thali at the Inspire Institute of Sport (IIS), where athletes were served specially curated protein-rich meals, including Gold Standard 100 per cent Whey. This initiative aimed to highlight how effortlessly protein can be incorporated into daily diets.

    Optimum Nutrition invites consumers to participate in the movement by sharing their own Protein Thali creations on social media using Swaptheserve. With Gold Standard 100 per cent Whey trusted by millions worldwide, the brand continues to lead the way in fulfilling the protein needs of active individuals.

  • Kellogg’s launches ‘Breakfast Se Badhkar’ – new campaign for consumers’ daily triumphs

    Kellogg’s launches ‘Breakfast Se Badhkar’ – new campaign for consumers’ daily triumphs

    MUMBAI: Kellogg’s, India’s leading breakfast cereal brand, launched a new campaign titled ‘Breakfast Se Badhkar’. The campaign is brought to life with a multimedia and multilingual film and looks to partner mothers in their daily attempt to provide nutrition to their children in time-pressed mornings.

    The campaign takes on a unique approach by narrating the perspectives of children through the film. They are seen engaging in everyday settings like a playground, in the classroom and in extra-curricular activities. The film then brings out mother’s aspiration in helping her child achieve those tasks with an emotional appeal of offering ‘ek chammach aur’, translating to one extra spoon of food in the morning. It’s her attempt of urging her child to perform an extra task during the day to achieve that daily triumph, academically or beyond. The film finally ends with showing a bowl of Kellogg’s cereal with milk as a nourishing option of a balanced breakfast which has the ‘Power of Five’ – energy, protein, calcium, iron and vitamins.

    The new communication has multiple legs, including a digital film on YouTube, a film in multiple languages on television across multiple genres, targeting mothers between the age group of 25 – 44, and mother advocacy blogs propagating the importance of a balanced breakfast in line with Kellogg’s own offerings.

    Kellogg South Asia director marketing Sumit Mathur said, “As an organization, we live by the purpose of ‘Nourishing India’s Potential’. We have demonstrated it in several ways. We recently announced our ongoing programme of offering a bowl of Kellogg’s cereal with milk to children from underprivileged sections of society as daily breakfast. We are also on a mission to drive a behavioral change to many urban Indian consumers who skip or skimp breakfast due to lack of time. The new Masterbrand campaign is our attempt to bring alive our purpose and drive this behavioral change. The film explains how breakfast is the morning hero to help achieve children their best that day and every day. This insight is supplemented with an endearing and relatable touch where a mother’s concern for her kid is captured in the phrase ‘ek chammach aur’.”

    Ogilvy executive creative director Anurag Agnihotri said, “A mother usually wants her kid to eat just a bit more. We took this insight to mean that every time a mom says to her kid, “ek chammach aur kha lo”, what she actually wants is “to push a bit harder everyday”. ‘Ek chammach aur’ is the insight that has gone into Kellogg’s latest communication. The stories are told from the kids' point of view. Engaged in some activity or sports, they charm the viewer by demonstrating what is it that mom means when she coaxes them to eat just a bit more. In the process, Kellogg's is seen as a great option for every morning, a breakfast which is ‘Breakfast Se Badhkar’.”

  • Kellogg’s India new video for BLUSH features Sania Mirza

    Kellogg’s India new video for BLUSH features Sania Mirza

    MUMBAI: There is no limit to what a child can achieve as long as there is confidence and determination, along with the love and support of parents willing to be the wind beneath their wings.
    Culture Machine’s digital channel Blush, along with Kellogg’s India collaborated with tennis trailblazer, Sania Mirza. An expectant mother herself, Sania, sends out a message on liberating children of expectations and setting them free to be individuals of their own choice.
    In an honest and heartfelt narrative, Sania dispenses advice to her soon to-be-born baby. Whether it is rejecting gender norms and stereotypes, shrugging off the pressure that the child might be faced with because of his or her famed parentage, or that of having the conviction to choose their own calling. In this video Sania echoes the notion of many other mothers like her, who believe that a child should be free to choose his/her own path.
    For the first time we see Sania not as a tennis player or a cricketer’s wife, but just another mother.

    Kellogg’s India director marketing CMO Sumit Mathur says, “Today’s generation is living in a disruptive entrepreneurial age. The barometer that defined the norms of success and achievement in the society has moved away from conventional careers to people following their own passions. Kellogg as a brand, truly celebrates this rejuvenated mind-set of people who strive towards a better day and a better quality of life. I feel our brand partners in their daily triumph of eating better by providing them with the right nourishment for their day. Therefore, when I came across this opportunity, I thought it was a great way to celebrate #NourishYourDreams where a mother reassures her future child that she will continue to nourish his/her dream despite pressure from peers and society.”
    Culture Machine vice president for brand solutions Sharique Khan adds, “It is natural to be guided by parents, because it is first from them that the child learns about themselves and their world. However, if the parent doesn’t encourage the child to find a voice of his/her own as they grow into adults, it limits the spectrum of their experiences in life. And it is this connection, between parent and child that harmoniously brought Kellogg’s vision, Sania Mirza’s personal philosophy, and the storytelling of Blush together for this video.”

  • Ceat UTT gets Kellogg’s as powered by sponsor

    Ceat UTT gets Kellogg’s as powered by sponsor

    MUMBAI: Ultimate Table Tennis (UTT) season 2 is just around the corner as the dates are clashing with the FIFA World Cup 2018, on 14 June 2018. The 18 day-long tournament will be held in Pune, Delhi and Kolkata. This season, breakfast and cereal brand Kellogg’s has come on board as a sponsor in the ‘powered by’ category. With this new association, the league will be called CEAT UTT Powered by Kellogg’s.

    The six-franchise tournament has lined up India’s top stars, including Manika Batra and Sharath Kamal, to play alongside and against some of the finest players in the world. Opening matches will be played in Pune and New Delhi, with the grand finale in Kolkata.

    Kellogg’s India chief marketing officer Sumit Mathur said, “It is an honour to be associated with UTT, and we wish that all the athletes reach their full potential and achieve their dreams in the upcoming season.”

    “We are delighted to welcome Kellogg’s onboard. Their involvement is a testament to the widening reach and growing popularity of UTT. It will give a huge fillip to the league as well as to the sport of table tennis in the country. We look forward to a fruitful association with Kellogg’s,” said UTT co-owner Vita Dani.

    Six franchises will battle it out for the coveted trophy, with Falcons TTC coming in as the defending champions. With the continued support of various stakeholders, the Table Tennis Federation of India & the official league broadcaster, the Star Network, CEAT Ultimate Table Tennis Powered By Kellogg’s Season 2 promises to take the sport to greater heights and newer audiences.