MAM
Mee Mee celebrates World Breastfeeding Week 2020
Mee Mee, a baby care brand under the group of Me N Moms retail stores, is driving the communication through their campaign. This year, their central campaign, #FromOneMotherToAnother, brings to the forefront emotional and thought-provoking insights to draw the audience’s attention and create awareness around this. The campaign launched by SoCheers strives to educate, inform, and empower mothers to take a pledge to continue breastfeeding for its positive impact on a baby’s, and the Earth’s, health!
As this is the 29th celebration of World Breastfeeding Week 2020, the theme is to inform the world about breastfeeding’s many benefits – especially to Mother Earth. Breastfeeding benefits your baby by supplying the essential nutrients and antibodies to protect them but not many know that, along with keeping a baby healthy, it creates a healthier space for our planet too. In order to educate mothers that their decision to breastfeed not only helps the baby but also the earth
“Mee Mee has always strived to celebrate World Breastfeeding Week and spread the importance of breastfeeding and its benefits far and wide and with our campaign this year, we are hoping to make a bigger impact and a difference in the support extended to breastfeeding”, said Ms. Aneesha Khattar, Marketing Head, Mee Mee.
Even though times are becoming more progressive, a large section of women often shy away from the topic of breastfeeding and discussions related to the same. Mee Mee’s previous campaigns ‘Moms Milk Matters’ and ‘It’s Ok To Do It In Public’, educated and empowered moms to embrace breastfeeding and start a conversation around its many benefits! Taking these thoughts forward, Mee Mee built on them and launched #FromOneMotherToAnother that brings to light the environmental impact of breastfeeding and aims to educate moms about how their pledge to breastfeed can nurture their baby and help flourish the Earth’s too.
Speaking on the campaign, Ms. Rajni Daswani, Director at SoCheers said, “Each year, we strive to celebrate World Breastfeeding Week and normalize the conversations around breastfeeding. Through the campaign, #FromOneMotherToAnother, our intent is to get moms to understand how breastfeeding is better for their baby’s health and for the Earth’s, and get them to support Mee Mee by taking a pledge to continue to breastfeed. We are happy to partner with Mee Mee in taking forward this message to mothers at large.”
The campaign is live on Mee Mee’s social media platforms and, to further amplify their reach and get more moms to be a part of the discussion, Mee Mee joined hands with influencers like Gurbaani, Sonam Sahid Khan, Radhikka Karkare, Stuti Agarwal & Vatsala Mittal Jain to take the pledge to breastfeed their babies and hence save on resources that would have been generated otherwise. The campaign also included a success story video, showcasing the amount of support we received from 100+ moms everywhere in spreading awareness of the theme and making the difference needed.
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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.
