MAM
22feet Tribal Worldwide in association with Hero MotoSports delights the biker community with Rally Life Navigator
22feet Tribal Worldwide, in collaboration with Hero Motosports, the motor sport division of Hero MotoCorp, has launched ‘Rally Life Navigator’ program. Aimed at the biker community, this innovative platform helps riders master rally navigation from the comfort of their home. The program is executed by 22feet Tribal Worldwide, part of the DDB Mudra Group.
The Covid-19 pandemic impacted all walks of life; limiting all outdoor activities, including motorsport. The campaign recognized riders’ inability to race and lead the rally life to break the monotony caused by the pandemic. Rally Life Navigator was developed on the insight that navigation is the key ingredient that makes rallying such a thrilling experience; it is also a crucial element of rally sport. In rallies, it is implemented by a road book, which helps riders navigate the treacherous terrains and reach the finish line. By identifying the integral aspects of the sport that could be implemented using digital technologies, the innovative concept was developed for an end-to-end digital rally experience.
To deliver a seamless and user-friendly experience, a system of easily available ‘zero cost’ digital tools was assembled, which included an integration with Google Earth Pro, Rally Life Navigator web portal, Social Media and PDFs. With a start location, a pdf roadbook for the route and different terrains, the users were provided a wholesome rally experience from home.
Elaborating on the campaign, Debashish Ghosh, National Creative Director, 22feet Tribal Worldwide said, “Unprecedented challenges can lead to unprecedented opportunities and that’s exactly what happened here. The sports world was crippled by the pandemic — no races, no rallies — and the Hero MotoSports team was grounded for all intents and purposes. In the midst of uncertainties, the need for some creativity was stronger than ever to give them a chance to race again! Thus was born the Rally Life Navigator. A very simple hack that sparked a whole new racing culture.”
Rally Life Navigator was promoted in a social media campaign, which ensured that the followers were kept abreast of latest information, activities and race dates. The campaign reached over 5 million people, resulting in over 2200 registrations from motorsport enthusiasts. It garnered over 9.8 million impressions across social media platforms.
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.
