MAM
Generali Central Insurance launches ‘Happy Women’s Pay’ campaign
Insurer reframes Women’s Day around equal pay with real employees in focus.
MUMBAI: Generali Central Insurance just swapped bouquets for balance sheets because this Women’s Day, the real gift is a paycheck that doesn’t discriminate. Generali Central Insurance, the joint venture between global insurer Generali and Central Bank of India, has launched a bold new campaign titled ‘Happy Women’s Pay’ ahead of International Women’s Day. The initiative shifts the conversation from symbolic appreciation to systemic accountability, placing equal pay at the centre of the celebration.
The campaign film features eighteen real women employees of the organisation, using evocative slam poetry to contrast traditional Women’s Day gestures flowers, cupcakes, corporate greetings with a deeper call for equal treatment that lasts all year. It underscores that true recognition means fair pay and opportunity every day, not just on 8 March.
Generali Central Insurance chief marketing for customer & impact officer Ruchika Malhan Varma said, “For us, International Women’s Day is not about symbolic gestures but about driving change that lasts all year. With Happy Women’s Pay, we shift the focus from appreciation to accountability, placing equal pay at the heart of true celebration.”
Mullen Lintas (the agency behind the film) chief creative officer Ram Cobain added, “Words have power, and sometimes a single word-swap is all it takes to invert a day. We used slam poetry juxtaposed on real women from Generali Central Insurance to bring it alive. It’s raw and real just like a campaign on real change ought to be.”
The campaign aligns with Generali Central Insurance’s broader vision of building fair, future-focused and accountable institutions. By leading with its own workplace practices and featuring actual employees, the brand demonstrates that meaningful gender equality starts internally before it can influence society.
In a year when Women’s Day cards are plentiful but pay parity remains elusive, Generali Central Insurance isn’t just joining the conversation, it’s rewriting the greeting to say: equality isn’t a once-a-year wish, it’s a 365-day wage.
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.
