MAM
Asus’ new campaign untangles people from traditional TV screens
Mumbai: Taiwanese tech giant Asus India has released a new brand campaign called #WhoWatchesTV to showcase its latest innovation of portable TV viewing experience. The brand campaign is aimed at untangling people from their traditional TV screens without breaking that bond.
“Television holds a strong relationship with Indian households, being synonymous with ‘family time.’ All 90’s or 2000s kids can easily recollect some of their favourite TV shows, and how they reacted when someone interrupted their TV time. #WhoWatchesTV campaign urges consumers to resolve these interruptions by upgrading to Asus’ innovative product #YourOLEDTV that would offer an uninterrupted experience while allowing them to carry their TV wherever they go,” said the brand in a statement.
As part of a social experiment, the campaign brings together content creators Funcho, Anam Darbar, Abhishek Nigam, and TV actor Arifsha Khan to capture people’s emotions when their TV time is interrupted, thereby emphasising the importance of a more portable way of watching television which is also aligned with the new normal. The campaign will be live across Asus’ digital as well as social media channels.
“TV has always been the core source of entertainment for all of us. We at Asus believe in constantly revamping consumers’ experience through our innovation and allowing consumers to do what they love, more innovatively,” said Asus India business head of consumer and gaming PC, system business group Arnold Su. “Our latest campaign #WhoWatchesTV celebrates the emotional relationship we hold with television; it’s more of a companion and we want it to resonate with all age groups. Through this campaign, we urge everyone to reconnect with their inner child who would never compromise on its screen time by continuing to watch the favourite show on #YourOLEDTV.”
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.
