MAM
IDBI Federal launches new ad campaigns
MUMBAI: IDBI Federal Life Insurance has rolled out new advertising campaigns for its product brands, Wealthsurance and Incomesurance.
The campaigns break to catch up with the telecast of the current India-South Africa cricket series.
The new campaign for IDBI Federal‘s Wealthsurance Milestone Plan talks about the effect of this multi-faceted product without going into its details. Ogilvy & Mather is the creative agency for the ads.
Recently the company changed its name from IDBI Fortis Life Insurance to IDBI Federal Life Insurance and revamped its website.
Says IDBI Federal Life Insurance MD and CEO G V Nageswara Rao, “Wealthsurance has been our flagship product and is power-packed with benefits and options. Trying to explain all its benefits in less than a minute doesn‘t do justice to it. So we decided to create an intrigue about the product. With Ogilvy as our partners, we were sure to get clutter-breaking commercials”.
The campaign for Wealthsurance revolves around the strength of the products and conveys the message: Anyone who hears about it opts for it. The story board revolves around very unexpected people in the most unexpected situations, who hear about the product and opt for it.
The second campaign for Incomesurance revolves around a plot of a suitable boy coming to a girl‘s house seeking her hand in marriage. The base line “Guaranteed Income ki Bhavishyavani” sums up the entire story of how, in most investment options, it is hard to predict the exact returns that a customer gets in the long term, but that‘s not the case with Incomesurance.
Averred IDBI Federal Life Insurance national head – marketing and product management Amish Tripathi, “The critical objective for us is name recognition and a strong differentiator. Each of our products is designed to be unique and offer great value to our customers. Incomesurance is a unique product, now with a unique and charming proposition.”
IDBI Federal Life Insurance already has a distribution network of over 1494 branches through their parent banks, in addition to a sizeable network of advisors and partners.
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.
