Whisper World – the global MarTech company and leader in In-Content Advertising (ICA), has executed its first ever ICA integration for Patanjali Foods Ltd.’s Nutrela Soya Chunks, taking the brand’s message of strength and nutrition directly into television content on Star Jalsha in West Bengal. The campaign, which ran from August to September 2026, features Nutrela’s proposition through the tagline ‘India ko strong banate hai, Nutrela khate hai’. The integration marks a new chapter in the communication strategy of Nutrela, a legacy brand that has been championing the importance of protein in the Indian diet for over four decades. As the first brand to introduce packed soya chunks to consumers across India, Nutrela has built deep consumer familiarity and penetration across urban, semi-urban and rural markets.
Nutrela has spent four decades building trust around protein and soya, and West Bengal is particularly important to that legacy. The State accounts for approximately 30 to 33 per cent of Nutrela’s pan-India sales, making it one of its largest markets and a key consumption hub for soya across brands. The brand continues to invest in consumer education in the region, reinforcing the importance of understanding what goes into packaged food products.
Through ICA, Nutrela’s brand presence was integrated into high attention moments within Star Jalsha programming, allowing its message to be delivered alongside content without altering the narrative. Unlike conventional advertising, ICA places concise, emotionally resonant brand messaging within the content environment, creating an additional touchpoint beyond the traditional commercial break. The integration forms part of Nutrela’s broader 360-degree communication strategy, which includes television, OTT, CTV and an ongoing digital campaign, complemented by on-ground boards, dealer boards and hoardings. The ICA arrangement on Star Jalsha marks the first time Nutrela has leveraged In-Content Advertising as part of this integrated approach.
Made from 100 per cent plant based ingredients with 52 per cent protein, Nutrela is 100% natural and free from adulteration. For over four decades, it has been the torch bearer for the need for protein in the Indian diet. The brand advises consumers to check ingredient lists and avoid products using artificial colouring or chemical modification. This commitment to transparency and quality has earned Nutrela deep penetration across urban, semi-urban and rural markets.