MAM
1 percent improvement in marketing capability fit is linked 2.5 percent increase in sales growth: MMA Global study
MUMBAI: As per a global study by MMA, a 1 percent improvement in marketing capability fit is associated with a 2.5 percent increase in sales growth and 2.35 percent increase in market value. Based on this insight, MMA has developed a structured approach by creating a capability fit map for organisations to evolve into winning marketing organisations.
MMA India, a part of MMA global hosted the 11th edition of its biggest marketing event “MMA Impact India 2022 – The Future of Modern Marketing” with key stakeholders across industries to champion the theme of enabling organisations to evolve into winning marketing organisations.
Popularly recognised as a credible marketing think tank that brings effective solutions for marketers, MMA also unveiled three informative reports titled “Brand Safety Reimagined: A Toolkit for the Modern Marketer”, “Modern Marketers Guide to Leveraging Data” and “Martech 2022 and Metrics that Matter” at the event.
The Digital Marketer Brand Safety survey 2022 revealed that while knowledge of brand safety guidelines exists, the implementation is weak in India. The Brand Safety Reimagined toolkit report is an initiative by MMA to highlight why brand safety and suitability need to be part of the marketer’s agenda and explains why it should be owned by marketing organisations. The Modern Marketers Guide to Leveraging Data and Martech report highlights that most organizations have 25 percent to 75 percent data aggregated in a unified data mart. However, many organizations lack the clarity of how unified data can help in improving the connected customer experience.
In addition to these two toolkits, MMA also unveiled a white paper titled ‘Metrics that Matter’ which is an MMA India Board initiative with meta. It talks about two common key concerns: ‘What are the metrics that matter and must be measured?’ and ‘How do we measure the cross-media impact of advertising across all digital and non-digital media’?
MMA India country head, board member Moneka Khurana said, “Our theme of Impact this year of evolving into a winning marketing organisation is more inevitable today than ever before. We are in an era of Digital Darwinism where technology and consumers are evolving faster than businesses can naturally adapt. 52 percent of companies on the fortune 500 list have become obsolete in the past 20 years. Evolving is no longer an option, it is a necessity to succeed. At Impact this year, we have unveiled a framework that helps businesses evolve with the ever-changing consumer”.
MMA India board chair, L’Oréal India managing director Amit Jain said, “The interaction between consumers and brands has been evolving rapidly – it is closer, personal, powerful, and pervasive. Hence, the marketing function needs to be nimble and swift to effectively cater to this evolution. Winning Marketing Organisations need to keep customer value and company value at the heart of all their initiatives. To create a strong recall among consumers for your brand, effective storytelling is key. If you have a good story, there is no reason why a customer will not connect with your brand”.
The sessions focussed on the tenets of engagement, experience and exchange -commonly referred to as the ‘3E’ formula to attract, acquire and retain the consumer through effective marketing. This year, at Impact 2022, leaders and experts are discussing, debating and having a constructive discourse on the aspects of the winning marketing organisation framework. It is a fresh take on strategies to retool the marketing field, so that brands can innovate on their product plans.
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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.
