MAM
Edelweiss brings believability with Irrfan Khan
MUMBAI: Edelweiss Tokio Life Insurance, a joint venture between the Edelweiss Group and Tokio Marine Holdings of Japan, has signed actor Irrfan Khan as the voice of the customer for its product campaign on the recently launched new-age unit-linked insurance plan Wealth Plus.
Irrfan reflects the typical consumer who is skeptical of the ‘unbelievable’ product features and benefits being offered by Wealth Plus. This is a futuristic plan catering to digitally savvy customers where the insurer doesn’t charge premium allocation and policy administration charges, but instead contributes additional units on every premium paid by the customer.
TVC Links: https://www.youtube.com/watch?v=UgPx39f13J8&index=1&list=PLJ9qhgtIFq-lpARQ0hpRpX5tOhRtwajGk
Hence, the product campaign tagline says- “Unyakeenable!!! It’s true! We also invest in your insurance plan.” We coined the term #unyakeenable linking back to benefits that seem unbelievable, but are in fact completely true. The product was designed basis feedback from customers and was co-evolved along with Policybazaar to cater to the customer’s stated needs for protection and growth.
Edelweiss Tokio Life’s hard-hitting campaign #Unyakeenable – will be first seen outdoors, followed by a full-fledged 360 degree campaign including TV, digital, radio and cinema demonstrating that the financially savvy customers demand competitive and differentiated products to lead a progressive lifestyle.
Edelweiss Tokio Life MD & CEO Deepak Mittal says, “With authenticity that’s hard to rival, Irrfan’s versatility and wide appeal, resonates with our product’s #Unyakeenable features. Wealth Plus is aimed at wealth creation where the longer the policyholder invests, the more we contribute to his fund. A self-made man, his connect with the masses makes him the opportune voice for the forthcoming Edelweiss Tokio Life Campaign.”
Actor Irrfan Khan adds, “This product by Edelweiss Tokio Life is truly #Unyakeenable – Wealth Plus is one-of-its-kind where the insurance company also invests in your policy, making it an unconventional insurance policy. Today, Edelweiss Tokio Life Insurance is one of India’s fastest growing life insurers and I am delighted to be a part of this campaign.”
The TV commercial will be run across all news channels and impact properties across genres.
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.
