MAM
YiPPee! launches ‘Be A Star’ contest
Mumbai: Earlier this year, YiPPee! noodles, launched its new brand communication “Why Just Be Happy, When You Can Be YiPPee!” embodying the philosophy that YiPPee! Makes You Full of Life. As an extension to this, YiPPee! is thrilled to announce the unique “Be A Star” Contest. This initiative aims to fuel consumers’ creativity in making unique and engaging content on their brand association with YiPPee!, while giving them the chance to experience the thrill of being a star.
The trend of curating content is at an all-time high. As per industry reports, India will have the largest base of over 100 million content creators across social media platforms in 2023. This initiative thus, presents every consumer with an opportunity to create content and be featured on the brand’s platform.
Participants will have to create, shoot and share their most creative ‘Noodle slurping moment’ with YiPPee!. To take the contest a notch higher, the brand will aim to create a World Record for creating the “World’s Longest Noodle Slurp video”. Being part of this attempt to set a world record, participants will forever be associated with a remarkable achievement. YiPPee! will also giveaway premium content creator gear to selected entries to celebrate their imagination and creativity.
In conjunction with this contest, YiPPee! has also released a new television commercial (TVC) to drive participation. Conceptualised by Ogilvy India, the TVC captures the essence of the contest “Be A Star” by portraying individuals from diverse backgrounds enthusiastically showcasing their noodle-slurping skills and also showing the various content creator gear that is up for grabs.
Commenting on the new initiative, ITC Foods Division COO – Snacks, Noodles & Pasta Kavita Chaturvedi said, “With the ‘Be A Star’ Contest, we aim to celebrate the creativity and individuality of our consumers, while also attempting the World’s Longest Noodle Slurp Video. This innovative promotion perfectly aligns with YiPPee!’s brand ethos to inspire one and all to live life to the fullest and embrace a fun, energetic spirit”.
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.
