MarTech company Whisper World has executed its first In-Content Advertising (ICA) integration for Patanjali Foods Ltd’s Nutrela Soya Chunks on Star Jalsha in West Bengal.
The campaign, which ran from August to September 2026, integrated Nutrela’s protein-focused messaging into television content under the tagline, “India ko strong banate hai, Nutrela khate hai”.
According to the company, the campaign is part of Nutrela’s broader communication strategy across television, OTT, connected TV, digital and outdoor platforms.
West Bengal is among Nutrela’s key markets. The company said the state contributes approximately 30-33 per cent of the brand’s pan-India sales.
Through ICA, Nutrela’s messaging was placed within selected high-attention moments in Star Jalsha programming without altering the programme narrative. The format provides an additional brand touchpoint beyond conventional commercial breaks.
Nutrela, which was launched more than four decades ago, has positioned itself around protein and soya-based nutrition. The brand is made from plant-based ingredients and, according to the company, contains 52 per cent protein.
Whisper World said it has executed more than 2,500 campaigns for over 500 brands across seven countries. Its India operations, launched in 2019, work with broadcasters across multiple channels and languages.
The company said its ICA solutions are designed to integrate brand messaging within content while providing measurable visibility.