MAM
RBNL rolls out ‘Switch To’ campaign for digitisation
Mumbai: As 31 October has been decided as the deadline for digitisation in four metros, Reliance Broadcast Network (RBNL), is all set to make the most of it with its new campaign titled ‘Switch To‘.
The campaign is designed to create awareness amongst target audiences – to ‘switch to‘ the right service provider who can offer best value. It provides operators a tool to reach out through the marketing muscle and expertise of RBNL‘s mediums across television, radio, on-ground, digital and outdoor, to gain “increased visibility” through this multi-media campaign, the company said.
‘Switch To‘ launches on the back of Reliance Broadcasts‘ very successful campaign which rolled earlier this year called ‘Choose Your Set Top Box Wisely‘ tailored to increase awareness and empower consumers with adequate information to make the right choice while choosing their set top boxes, while parallely enabling operators to build their brand equity. This campaign takes it a step further highlighting key entertainment options available to be able to make a more informed switch! The first phase of this campaign will be led across four metros viz: Delhi, Mumbai, Bangalore and Kolkata by key shows from the BIG CBS Network viz. America‘s Got Talent, The X Factor and American Idol being simulcast on BIG CBS Prime, BIG CBS Love and BIG CBS Spark.
The campaign reaches out to the consumers, in whose hands the power to Switch To lies as they make a well informed decision on their DTH provider. Similarly, it also offers operators an excellent marketing campaign to strengthen their brand equity and gain optimally from the eminent revolution.
Ensuring optimal reach, the entire media muscle of Reliance Broadcast Network will come into play across its television channel bouquet – BIG CBS PRIME, LOVE, SPARK, BIG MAGIC, BIG CBS SPARK PUNJABI and BLOOMBERG TV INDIA, its extensive radio network 92.7 BIG FM, the out of home vertical Big Street and print, on ground and digital. With a strategically crafted campaign and an extensive media outlay, the campaign promises to create significant impact.
BIG CBS Networks business head Anand Chakravarthy said, “Digitisation is an imperative step for the growth of the broadcast sector in India. While we have technologies available to improve efficiencies of broadcasting across the value chain, the lack of adoption from consumers slows the growth of the industry. This campaign enables consumers to Switch To the provider that meets their requirements, while at the same time offering the operators with an effective marketing campaign to partner with. Together, we are confident, we can bring about the much needed Switch!”
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.
