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Bengali’s well-known Chhatu is now on the national stage. ‘Ganesh Consumer Products Limited’ has come down to expand its dominance at the national level beyond the borders of Eastern India. And their trump card in this fight is the legendary all-rounder of Indian cricket, Ravindra Jadeja.

Recently, Jadeja was announced as the brand ambassador of the company at a luxury hotel in Kolkata. The aim is clear — to introduce chattu not just as a traditional drink, but as a protein-rich and natural energy food to the modern generation. The company’s new ad has made a strange juxtaposition of Chatu’s nutrition with Jadeja’s on-field fight. Created by advertising agency ‘Low Lintas’, the slogan of the campaign is ‘Jaddu Ka Sattu’.

Director of the organization Debansh Mimani and senior officials of the marketing department were present on the occasion. According to Devangshbabu, their main goal is to make India’s own source of natural energy more attractive to the new generation.

At present, this company is planning to capture the market of Delhi, Varanasi and Northeast India after building a strong base in West Bengal and Odisha. This triumph began with modern packaging and preservative-free quality. This ‘natural energy’ will now be easily available through both e-commerce and retail. This attempt to universalize household items in the glare of advertising is truly a triumph of Indian tradition.