MAM
Aditya Birla Health Insurance collaborates with Platinum Outdoor
Mumbai: Through a strategic media mix and a carefully planned approach, Platinum Outdoor executed a high-impact outdoor campaign for Aditya Birla Health Insurance. The campaign covered 21 markets over three weeks. The entire campaign was supported by innovations, meticulously planned media and regional OOH creatives for the local connect.
A key element of the campaign was the execution of anamorphic innovations in Mumbai and an immersive CGI Video.
Right from stage entry of ActivOne logo to the message transition, the anamorphic storytelling successfully captivated the audience and communicated an exciting brand story which aimed at positioning Aditya Birla Health Insurance as a health insurance partner that puts health first.
Platinum Outdoor also came up with an immersive CGI video for the launch of Aditya Birla Health Insurance’s ActivOne product, with a compelling and visually engaging approach. The shoot location for CGI specifically was on a beach with people engaging in similar exercises as TVC adding relevancy, thus reinforcing the message of a healthy and active lifestyle.
Both these tech-led digital content focused on creating a high buzz and talkability. Overall, the ActivOne ‘ABHIKaro’ OOH campaign successfully leveraged anamorphic and CGI storytelling to convey its message in a visually appealing and engaging manner.
Speaking on the campaign, Aditya Birla Capital head of marketing & customer experience Darshana Shah commented, “With Vikrant Massey as our brand ambassador, outdoor campaign was strategically designed to reach a wide audience across various cities, both metros and non-metros. The campaign effectively communicated the value proposition of ActivOne by highlighting ‘health-first’ belief of Aditya Birla Health Insurance. Aditya Birla Capital is a digital forward organization and the same resonated with tech led outdoors. The use of 3D DOOH, Anamorphic and CGI added a unique touch to the campaign, breaking the clutter”.
Platinum Outdoor & MRP CEO Dipankar Sanyal also commented, “After all the meticulous planning, strategy and innovative approach, we at Platinum Outdoor are absolutely delighted with the campaign’s result. With Aditya Birla Health Insurance being the ideal partner, we are thrilled to have worked on their first anamorphic adventure and look forward to many more such tech-led innovation-based outdoor campaigns together”.
Platinum Outdoor is a part of Madison World, India’s largest homegrown communication agency established in 1988, that operates several brands in OOH including MOMS Outdoor, Activation specialist – Madison TURNT, Rural specialist – Anugrah Madison and Retail Specialist – MRP. Platinum Outdoor handles marquee clients like Tata Motors, Vi, Parle Agro, Campus Shoes, Square Yards, Zee5, L&T Housing and Havells amongst many others. Madison World through its 11 Units served last year, as many as 500 Advertisers.
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.
