MAM
Ogilvy brings back Cadbury’s ‘Shubh Aarambh’ campaign
MUMBAI: Cadbury Dairy Milk is coming back with its ‘Shubh Aarambh’ campaign is conceptualised by Ogilvy Mumbai.
The ‘Kuch Meetha Ho Jaaye’ advertising campaigns have helped Cadbury Dairy Milk transform into ‘meetha‘ (sweet), an equity that has widened the reach of the brand.
Ogilvy India NCD Abhijit Avashti said, “The Shubh Aarambh campaign was a blockbuster by any measure. Not only did it strengthen the meetha equity for CDM, it also transformed behaviour with folks eating CDM on such occasions. We thought it would be prudent to continue with the idea rather than find yet another cut on meetha. The two new situations are extremely endearing. Depending on the life-stage a viewer is in, I think they will give leave him/her with a sense of déj? vu.”
One of the films of Cadbury Dairy Milk, titled ‘Child’s Play’, is about the happiest moment for a family, ‘Shubh aarambh’. What moment can be more special than a more appropriate ‘Shubh aarambh’ moment’ when the soon-to-be-mother shares the happy news for the first time? For this film, we recognise this precise moment as the beginning of life itself of course, with a sweet Cadbury Dairy Milk twist. It is fittingly called ‘Child‘s play – The magical moment‘, when a woman and man will become mother and father.
“Like with all previous campaigns for Dairy Milk, we believe people will readily relate to this campaign too, since it evokes a knowing feeling of happiness and joy, and brings a smile to your face. Most important of all, we believe it places CDM at the heart of meetha, by making it ‘shubh’,” Avasthi added.
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.
