MAM
Aviva India launches ‘Hello, Life. Hello Aviva’ campaign
MUMBAI: Aviva Life Insurance has launched a new brand campaign Hello, Life. Hello, Aviva. The campaign reaches out to everyone with a clear message to welcome life with all its surprises, detours, challenges. The campaign emanates from Aviva India’s new brand purpose, i.e., “With you today, for a better tomorrow” and emphasizes the fact that Aviva enables customers to be prepared for a better, brighter and more prosperous future. And this further reassures customers that as a trusted partner, Aviva is proud to stand with them in their time of need.
According to the FY18 annual report by Insurance Regulatory and Development Authority (IRDA), at 3.69 per cent, the insurance penetration in India continues to be one of the lowest globally. Aviva India’s new campaign, Hello, Life.Hello Aviva engages with millennials to help them understand the purpose of life insurance cover and, thus to help them start their financial journey. The campaign is aimed at inspiring people to have a good financial plan in order to make every kind of dream a reality, whether it is a child’s education or marriage, one’s own retirement or aged parents’ security, or even growing one’s own business and more.
Aviva Life Insurance chief customer marketing digital and IT Officer Anjali Malhotra said: “Aviva India has always brought a fresh perspective towards life insurance. We believe that the idea of life insurance must resonate with positivity and confidence to help customers face life and its surprises with good, sound financial plans. Hello, Life. Hello, Aviva is our endeavor to trigger this important, but oft-ignored thought among millennials. This campaign will help them recognize the significance of starting their financial journey at whatever stage of life they may be at, as they say, Hello to Life and to Aviva.”
The 360-degree campaign has been conceptualized and created in partnership with Creativeland Asia, the on-record creative agency for Aviva India. So far, the campaign has witnessed on Aviva’s owned social media channels, i.e., Facebook, YouTube, Twitter, and Instagram along with OOH and radio, etc.
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.
