MAM
Virtual Marketing revamps Coca Cola website myenjoyzone
NEW DELHI: E-marketing company Virtual Marketing India has revamped Coca-Cola India’s website www.myenjoyzone.com in order to provide richer interactivity and an enhanced brand experience to its consumers. The re-launched version has been introduced today.
Coca-Cola India will propagate the new version through a tie-up with forthcoming film (starring Abhishek Bachchan-Aishwarya Rai) Kuch Na Kaho. As per the initiative, participation in the contest would only be possible through www.myenjoyzone.com. The winner of the contest is entitled to get a `dream date’ with actress in the movie – Aishwarya Rai.
On the re-launched version, Virtual Marketing creative director Carlton D’Silva says: “We have created a virtual online city, in which a surfer can walk into various buildings. For instance, one can enter into cineplex, buy merchandise of the brand or relax at Coke lounge where one can chat or leave message in message boards. Similarly, there is a cricket stadium and a music store. So properties which the Coke community can relate to have been presented in an innovative manner.”
Launched in March 2002, the content comprises music, promos, movies and cricket and myenjoyzone basically used these key brand activation areas for consumer interactivity. “But this initiative is going to be a concerted effort towards enriching the experience of being online. The experience of logging in would be totally differentiated through virtual walking experience complemented by features.”
“The earlier portal was basically HTML-based. But the new site predominantly is going to be flash-based. It will act as one-stop integrated marketing solution merging all the elements of the virtual community with real-world promotions and nationwide campaigns,” adds D’Silva.
The research conducted in order to shape the website as per the liking of its target audience led to origination of several features – which weren’t part of the website earlier.
“For instance, the research revealed that there was need to put up information on Coke brand. So we have interested facts about the brand such as the original colour of Santa Claus was green but it was Coke which resulted in the change to red and white colour,” says D’Silva.
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.
