MAM
BBC World News and BBC.com launch ‘Live the Story’ global campaign
MUMBAI: BBC World News and BBC.com will launch ‘Live the Story,’ a new brand positioning and global marketing campaign on 14 March.
The activity will include television, press, online, radio, out of home and experiential media. The campaign will span consumer and trade media with particular focus on Germany, Singapore, Hong Kong and additional activity across other European markets and the US.
In January, BBC World News relaunched from Broadcasting House in central London, with new studios, new programmes and a refreshed line-up of presenters including Jon Sopel and Yalda Hakim alongside BBC World News on air personalities such as Komla Dumor, Mishal Husain, Lyse Doucet and Stephen Sackur.
The BBC‘s international news operations have provided global audiences with high quality, impartial and engaging news content for many years.
The new brand position is ‘Live the Story’. It focuses on BBC World News and bbc.com/news unique ability to engage its audiences through its story telling.
The activity will include TV, press, online, radio, OOH and experiential media. The focus of the media plan will be Germany, Singapore, Hong Kong. However, there will be activity across other European markets and the US.
Komla Dumor tells of the pride surrounding African football, Lyse Doucet talks about the immediate aftermath of a car bomb, Laura Trevelyn describes natures force during hurricanes and David Shuckman speaks of the majesty of a space rocket taking off. All ads share the same thing – insight that only a BBC journalist living the story can share.
There is also a substantial digital element to the campaign that follow the lead of the television creative and offers users an added layer of interactivity. In addition, there will also be interactive press ads, digital out of home ads and experiential activity.
BBC Global News Ltd sales and marketing director Chris Davies said, “Our correspondents and presenters live through the most amazing, terrifying, and sometimes life-changing moments so that they can bring these experiences directly to our audiences. Who better then to be the focus of both our brand campaign and of our marketing efforts. Our journalists often put themselves in danger to tell us the real story and as they live the story, so do we”.
The TV ads were directed by Kyle Cooper and all display his trademark use of detail, texture and atmosphere.
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.
