MAM
Cremica Golden Bytes launches first campaign in India
MUMBAI: Cremica, a cookie brand from Mrs Bectors Foods Specialities Limited, recently launched Cremica Golden Bytes. Golden Bytes offers a combination of crunch and butter softness. Cremica has rolled out a brand film that portrays the brand as an innovative offering compared to other brands in the category.
The TVC will be aired across regional channels especially in North India while the print and outdoor plan will also be focused primarily towards the markets of Punjab, Haryana, HP-JK, and Delhi.
Conceptualised and executed by Publicis India, the film is an intelligent take that questions the consumer’s judgement abilities based on what they see. This is especially true for the premium cookie category, where brands talk about being a class apart but do not have anything new to offer. This leads consumers to believe that despite brands making tall claims to offer something unique, do they really end up doing that? Cremica Golden Bytes questions this intent in an interesting manner through the latest brand film.
Mrs Bectors Foods Specialities MD Anoop Bector says , “In our communication we have kept the focus on the core of biscuit – a perfect combination of crunch and butter softness making it “Jitna buttery utna crunchy’. With its brilliant taste, creative packaging and competitive pricing; Golden Bytes will surely entice your senses.”
Publicis India head of creative Nitin Pradhan says, “For a new biscuit brand where product differentiation is only incremental, the communication becomes that much more critical. We found merit in keeping the focus of the story on the biscuit and bumped on the talking biscuit device. A couple coming across a ‘touchy’ biscuit that snaps at them in an otherwise regular afternoon was something that we all felt excited about. The casual banter capturing the core feature (Jitna buttery, utna crunchy) seemed quite cheeky, yet simple and focused.”
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.
