MAM
Bajaj Electricals gets Leo Burnett on-board as creative agency
BENGALURU: Consumer durables and lighting major Bajaj Electricals has entrusted its creative duties to Leo Burnett, a senior executive from the company informed.
Bajaj executive director – consumer products P S Tandon said Touchstone was the incumbent agency.
The company is already running a teaser outdoor billboard and movable boards on vans campaign to increase the curiosity factor over the past few days in Bengaluru.
It has also launched a campaign for its new range of mixer grinders which went live on outdoor and the print media. Once the products are launched across South India followed by a pan-India presence, the company plans to use television for mass media communications.
“South India is a priority market for Bajaj Mixer Grinders,” said Bajaj VP & Head for Sales & Marketing (Kitchen Appliances) Pradeep Patil. “The range will be priced between Rs. 3000 and Rs .4000 and comes with a two year guarantee for the product and five year warranty for the motor,” he said further.
The new range has been launched in Bangalore initially, to be followed by the rest of the country later, says Tandon.
“We spend about Rs 750 million annual towards B2C. Besides, we spend another Rs 100 million or so towards B2B,” Tandon said.
“This is the festival season and our campaigns are on air at present on women oriented programs in the afternoon on national and regional channels, besides which we have been promoting our products through association with movies too.”
With Rs 31 billion in annual revenues the company is targeting a 20 to 30 percent growth this year.
“Our media plans for the new range of mixer-grinders in being worked upon and once the pan India launch is complete, we will be on air for these new products on the national and regional channels,” he added.
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.
