MAM
Now, get a report card for the milk you drink
NEW DELHI: Milk is the universal health drink of choice, consumed by people belonging to all age groups and strata of society. Over the years, with media exposes on adulterated milk and harmful additives, consumers have become concerned about the purity of the milk they ingest. So when ITC launched Aashirvaad Svasti Select Milk in Kolkata, they came up with a unique proposition – to offer ‘Doodher Report Card’ – a daily quality assurance report of the pack of milk that consumers would buy.
The unique facility can be availed by simply sending a message to the brand’s WhatsApp number 810-583-5222. To further promote its latest offering, Aashirvaad has launched a new TVC which features popular TV show hostess and actress Rachana Banerjee as the brand ambassador. Through this ad film, Rachna Banerjee has helped put the spotlight on the importance of quality as well as the taste of milk.
The campaign has been created by Lowe Lintas, Bangalore and directed by Deepak Thomas of Lucifer Circus .
While operating in the traditional dairy segment, Aashirvaad Svasti Select Milk’s TVC campaign has a refreshing take on the critical subject of ensuring milk quality. The TVC is built around the premise of an adorable mother-child banter while discussing children’s academic performance and report cards. Kolkata’s beloved and the brand’s ambassador, Rachna Banerjee is seen playing mother to two sons. At the dining table, while pouring them a glass of milk each, she enquires about their report cards. The brothers immediately exchange a worried glance and attempt to wriggle out of the situation by inquiring where could they get a report card for the milk they are offered every day? To their amazement, Rachna Banerjee pleasantly shows Aashirvaad Svasti Select ‘Doodher Report Card’ on her mobile which takes both kids by surprise. They quietly drink the delicious milk upon seeing the report card, followed by an expression of ‘Mother knows all’.
ITC Ltd CEO – dairy and beverages Sanjay Singal said, “The key take-home point in the TVC is the ease with which mothers can now check the daily quality report of Aashirvaad Svasti Select Milk within seconds. We are India’s first milk brand to provide a quality report of milk on a daily basis. The report can be very easily checked on WhatsApp once the consumer sends the batch number of their pack of milk. Rachna Banerjee is a household name in Kolkata with a strong affinity among women. By bringing her onboard, we look forward to inculcating the habit of checking the quality of milk everyday amongst mothers and strengthen the connect with our audience.”
Lowe Lintas, South executive director and head of office Sonali Khanna said, "Our task was to clearly communicate a unique message in a simple, yet entertaining manner. Linking Aashirvaad Svasti Select Milk’s Quality Assurance Report with a child's report card was the stroke of genius that delivered both. Great care was taken with scripting and casting, to ensure that the final product appealed to mothers and children alike.”
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.
