MAM
Satisfaction guaranteed?
The proof of the pudding is in the eating. And the proof of a good service provider is in the good things that clients have to say about what’s dished out. Mindshare’s clients were pleased with what the agency has been offering but they were pretty clear that with the market evolving, the agency will have to evolve as well in order to continue delivering on the quality of service it has to come to be known for.
Says Kodak senior VP South Asia film capture Nandina Ramachandran, “I have worked with Mindshare for five years. Mindshare’s biggest strength is putting a media plan together that actually works. Even with a small budget they work wonders in terms of efficiencies and are very high on innovations. The Hum Tum – Kodak moment for instance gave us tremendous mileage for instance. They really know how stretch the dollar so to speak. Mindshare is most certainly at the top of the grid vis-?-vis other agencies.
A concern cited by Ramachandran was the fact that with the increasing volume of businesses in Mindshare, the agency would need to re-organise itself so as to give enough attention as well as effectively service all classes of clients. She adds, “Their core strength is client servicing, so the quality should be maintained and should not falter with their increasing size.”
Points out Star India senior vice president marketing and communications Ajay Vidyasagar, “Minshare’s strength is its scale and its ability to leverage clients. Being market leaders, this also gives them a level of expertise which gives them a unique advantage. Although, sometimes what is an advantage as a buyer becomes a disadvantage as a seller.”
Motorola marketing director Lloyd Mathias stresses, “On the whole, I have been very closely involved with Mindshare from its inception. They are one agency that have gone beyond the parameters of just planning and buying. They are driven by passion and are focused on innovations. The also manage to get great rates.”
On the other hand, Mathias states that although they have made headway in new media, the agency still has to travel a considerable distance to build in expertise. It was also pointed out that they could have a better handle on outdoors.
Pepsi’s executive vice president Vipul Prakash says:”Overall, we are reasonably positive about Mindhare as they are able to add value from a media point of view. The recent tri-series in Sri Lanka (August) where the break was branded by Pepsi came from Mindshare. And although we were not big spenders, the idea was so solid that we were second to Indian Oil. Mindshare is an integral part of our brand team and not merely a media buying agency for us.”
Prakash adds, “I think they can do better job in the non-traditional space. They have made strides in the area, although their expertise lies in television and print.”
One client who wished to be anonymous states, “They are last minute workers and at points it could come down to the wire.”
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.
