MAM
MMA India brings industry experts with an aim to shape the Future of Marketing
MUMBAI: The Mobile Marketing Association (MMA) India has announced its Creative, Measurement and Brand Safety taskforces to drive POV and insights on issues like effective short format advertising content, brand misrepresentation, cross media effectiveness, and adfraud.
The work done by MMA India taskforces will help to drive and scale the Indian mobile marketing industry, generate awareness regarding issues plaguing the industry and help create pathways to shape the future of marketing. MMA India’s board members, who are industry experts, will drive the charter for creative, measurement and brand safety. The same will be released in the form of whitepapers, roadshows and case studies to enable the industry to dip into the expertise.
Moneka Khurana, Country Head, MMA India said, “The idea behind the formation of these committees is to bring forward a conclusive point of view, extracted from inputs received from experts across the board at MMA India, on key areas that impact the mobile marketing industry’s growth. The methodology of each taskforce is different, based on the need of each team and will vary from providing a point of view on available research and endorsing it to conducting surveys to understand the industry’s current approach.”
Each taskforce has their own action plan for their respective objectives and their methodologies.
The Creative Taskforce aims to establish marketing creative considerations and guidelines for short format advertising content primarily video in social feeds, video platforms and OTT. Creative taskforce members: Priya Nair (Executive Director – Home Care Hindustan Unilever Limited, Shamsuddin, (Group MD – Isobar South Asia Isobar India), Anusha Shetty (CEO and Co-founder – Autumn Worldwide), Vikas Agnihotri (Country Director – Google India), Sandeep Bhushan (Director – Facebook South Asia), Hemant Mehta (Managing Director – Kantar IMRB), Punitha Arumugam (Digital Evangelist – Hotstar Transformation and Ads) and Avinash Pandey (CEO – ANN-ABP News Network).
The Measurement Taskforce will target at establishing a point of view on cross-media reach and cross media effectiveness of mobile advertising versus other media platforms. Measurement taskforce members: Prasun Basu (President – South Asia, Nielsen), Nandini Dias (Chief Executive Officer – Lodestar UM), Sunil Kartaria (Chief Executive Officer – India and SAARC, Godrej Consumer Products Limited), Sandeep Bhushan (Director South Asia, Facebook), Vikas Agnihotri(Country Director – Google India), Partho Dasgupta (Chief Executive Officer – BARC India) Deep Thomas (President – ABG) and Prasanth Kumar (CEO – GroupM South Asia).
The Brand Safety Taskforce’s objective is to provide guidance to brands and performance marketers through the establishment of standards, best practices and guidelines. Brand Safety taskforce members: Prasanth Kumar (CEO – GroupM South Asia), Partho Dasgupta (Chief Executive Officer – BARC India), Julie Bramham (Chief Marketing Officer – Diageo USL), Punitha Arumugam (Digital Evangelist –Transformation and Ads – Hotstar), Vikas Agnihotri (Country Director – Google India) and enablers like IAS & MFilterIt.
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.
