MAM
82°E launches 82°E Man; unveils new campaign
Mumbai: 82°E, a self-care brand co-founded by Deepika Padukone and Jigar Shah, has launched a range of men’s skincare products under 82°E Man – an extension of brand 82°E. The latest offering includes an innovative 2-in-1 Moisturiser with SPF 40 PA +++ with Gotu Kola and Ceramides, and a three-in-one face, Beard and Body Cleanser with Arjuna and Betaine in two fragrance variants: Fresh Citrus and Woody Oud.
With self-care remaining central to the brand’s ethos, the launch campaign of 82°E Man has been conceived and executed by Tilt Brand Solutions, a part of Quotient Ventures – in association with design studio Sharpener. The campaign highlights an approach to self-care, which is specifically relevant to the contemporary man.
https://www.instagram.com/82e.official/?hl=en
Launched in November 2022, 82°E is on a mission to make the practice of self-care a simple, joyful and effective part of one’s everyday life. Over the past year, 82°E has built a strong foothold in the skincare category by focusing on simple yet high-performance routines, while driving the message of overall self-care which is an extension of the co-founders’ commitment to well-being.
Speaking about the campaign, 82°E chief marketing officer Keerthana Ramakrishnan said, “Our expansion into 82°E Man – new products for a new audience – is another pivotal moment in our business. This means two things for us: first, it’s an opportunity for us to evolve and add new dimensions to our own understanding of self-care, given the nuances within men’s personal care. Second, it’s an opportunity to bring new self-care experiences to men’s routines, drawing from the best of what we’ve offered so far as well as what we know about this demographic. Here’s hoping that we connect with our newer audiences as effectively as we have done previously, and that we can layer and nuance self-care for everyone over time.”
Adding further context, Quotient Ventures group chief creative officer Shriram Iyer said, “For a few months now, our eye has firmly been on building brand 82°E around its singular but dynamic self-care narrative, across all product categories. With the milestone launch of 82°E Man, we approached communication based on existing realities of our new audience – the fact that men are already immersed in regular acts of self-care, even if they don’t brand them as that. From taking a run to turning to music for a break, self-care is an inherent, organic and carefree practice in all our lives; and 82°E Man is just the right personal care addition to that – with its simple, effective and joyful offerings.”
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.
