MAM
Laqshya Solution’s OOH campaign for Flipkart’s #TheBigBillionSale
MUMBAI: It was going to be ‘India’s Greatest Sale Ever’. Therefore, Laqshya Solutions had 24 hours to devise and implement the campaign in such a way that it would take everyone by surprise. The group inundated Bangalore and Delhi with larger-than-life hoardings to grab the attention not only of Flipkart’s competitors but also of the national media.
Laqshya Solutions, the agency division of the Laqshya Media Group, was given a brief by Flipkart, one of India’s leading e-commerce platforms, to create a radical and bold campaign across Delhi and Bangalore. Laqshya Solutions worked to develop and execute the campaign using as much as 70,000 square feet of branding space in the two cities. The media mix included a large format of billboards, mall facades, airport media and digital signages.
Talking about the newly launched campaign, Laqshya Media Group COO Atul Shrivastava said, “We were honoured when India’s e-commerce leaders Flipkart approached us to work on what has been their biggest, boldest campaign ever! Since this was such a crucial campaign for the brand, we took great care in formulating and executing a plan that would create a powerful impact. The very fact that there has been a tremendous reaction from consumers and the media alike, makes us feel like we have definitely accomplished Flipkart’s brief of doing something novel and dramatic.”
Laqshya Solutions has also executed several other campaigns for Flipkart before their Greatest Sale Ever campaign.
AD Agencies
Abhay Duggal joins JioStar as director of Hindi GEC ad sales
The streaming giant brings in a seasoned revenue hand as the battle for Hindi television advertising heats up
MUMBAI: Abhay Duggal has a new desk, and JioStar has a new weapon. The media and entertainment veteran has joined JioStar as director of entertainment ad sales for Hindi general entertainment channels, adding 17 years of hard-won revenue experience to one of India’s most powerful broadcasting operations.
Duggal is no stranger to big portfolios or bruising markets. Before joining JioStar, he spent a brief stint at Republic World as deputy general manager and north regional head for ad sales. Before that, he put in three years at Enterr10 Television, where he ran the north region for Dangal TV and Dangal 2, two of India’s leading free-to-air Hindi channels. The north alone accounted for more than 50 per cent of total channel revenue on his watch, a number that tends to get attention in any sales meeting.
His longest stint was at Zee Entertainment Enterprises, where he spent over six years rising to associate director of sales. There he commanded the Hindi movies cluster across seven channels, owned more than half of north India’s revenue across flagship properties including Zee TV and &TV, and closed marquee sponsorships across the Indian Premier League, Zee Rishtey Awards and Dance India Dance. He also handled monetisation for the English movies and entertainment cluster and the global news channel WION, a portfolio that would stretch most sales teams twice his size.
Earlier in his career Duggal closed what was then a Rs 3 crore single deal at Reliance Broadcast Network, one of the largest in Indian radio at the time, before that he helped launch and monetise JAINHITS, India’s first HITS-based cable and satellite platform.
His edge, by his own account, lies in marrying data and instinct: translating audience trends, inventory signals and client demands into long-term partnerships built on cost-per-rating-point discipline rather than short-term deal chasing. In a media landscape being reshaped by streaming, fragmented attention and AI-driven advertising, that kind of rigour is increasingly rare and increasingly valuable.
JioStar, which blends the scale of Reliance’s Jio platform with the content firepower of Star, is doubling down on its advertising business at precisely the moment the Hindi GEC market is getting more competitive. Bringing in someone who has spent nearly two decades doing exactly this, across some of India’s most watched channels, is a pointed statement of intent. Duggal has spent his career turning audiences into revenue. JioStar is clearly betting he can do it again, and bigger.
