MAM
Haywards 5000 launches new campaign ‘Hausle ki Goonj’
MUMBAI: SABMiller Group’s Haywards 5000 has launched a new ad campaign ‘Hausle ki Goonj’.
The brand had launched ‘Hausla Buland’ campaign last year with its anthem ‘Har Kadam Haulsa Buland’. The new campaign is now following up on its promise of showcasing stories inspired by people who have resolved to change their circumstances for the better.
It will now be taken nationwide with the anthem being sung in regional languages. Sung by Kailash Kher, the lyrics of the anthem has been written by Javed Akhtar.
The anthem will be taken to 65 cities across India in the states of Punjab, Haryana, Madhya Pradesh, Chattisgarh, Orissa, Maharashtra (ex-Mumbai), Puducherry and Kerala in their respective regional languages. A local singer will travel to these cities and perform the anthem in front of the home crowd. The video of ‘Hausle ki Goonj’ initiative will be then shown among masses in each of these cities.
SABMiller India director marketing Derek Jones said, “The ‘Hausla Buland’ campaign last year created a wave of faith and determination within the common man. We promised that we would bring you more stories that would inspire our audience to face up to life’s challenges with aplomb and here we are with thousands of stories from across the country. We are glad to see so many people are quietly taking these small steps of courage and resolve and have made their lives better. They are real examples of Hausla Buland and this anthem is dedicated to such epitomes of resolve.”
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.
