Whisper World has partnered with Patanjali Foods Ltd. to integrate Nutrela Soya Chunks into television content through an In-Content Advertising (ICA) campaign on Star Jalsha in West Bengal.
The campaign, which ran from August to September 2026, featured Nutrela’s brand message, ‘India ko strong banate hai, Nutrela khate hai’, within selected television content. The initiative marks Nutrela’s first use of ICA as part of its wider communication strategy.
Nutrela, which has been associated with protein and soya-based nutrition for more than four decades, has a significant presence in West Bengal. The state contributes around 30 to 33 per cent of the brand’s pan-India sales, making it one of Nutrela’s key markets.
Through the campaign, Nutrela’s messaging was placed within high-attention moments in Star Jalsha programming without changing the underlying content narrative. The approach is intended to provide an additional brand touchpoint beyond conventional commercial advertising by placing the communication directly within the viewing experience.
The ICA campaign forms part of Nutrela’s broader marketing programme spanning television, OTT, connected TV and digital platforms, along with outdoor and on-ground visibility through dealer boards and hoardings.
For Whisper World, the collaboration represents its first ICA execution for Nutrela and highlights the growing use of in-content formats to integrate brand communication with entertainment programming.
Nutrela is positioned as a plant-based food product containing 52 per cent protein. The brand has built its presence around promoting protein consumption and educating consumers about packaged food ingredients, while maintaining a strong distribution footprint across urban, semi-urban and rural markets.
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