MAM
Beanstalkasia bags the creative and digital mandate for the miss nepal beauty pageant franchise for 2020 & 2021
MUMBAI: BeanstalkAsia has been given the creative and digital marketing mandate for the Miss Nepal 2020 franchise of The Hidden Treasure that was established in 1995 by the Kathmandu Jaycees. The agency will be working closely with the franchise owners to revamp the brand Miss Nepal 2020 in Nepal and develop its global salience through a brand refresh exercise across various touchpoints, creating strategic partnerships and alliances, and a robust digital marketing strategy.
Upendra Singh Thakur, Founder, Beanstalk Asia, further added, “The Miss Nepal property is not a mere beauty pageant, it is a platform that produces brand ambassadors for Nepal and therefore it needs to attract talented young women from all walks of life and not only aspiring models. Besides refreshing the brand image of Miss Nepal, we will also be looking at strategic alliances with brands and services and their seamless integration to give this property a new impetus.”
Speaking about the mandate, Subodh Thapa – Head of Business, Strategy and Planning, BeanstalkAsia Nepal, said, “The Miss Nepal property completed 25 years last year and has progressed extremely well over the years. We are excited to work closely with The Hidden Treasure to create the much-needed attractiveness and glamour for this beauty pageant in Nepal and make it appealing to the global mindset of youth today.”
Diwakar Rajkarnikar, Chairman, The Hidden Treasure, said, “Miss Nepal is the biggest beauty pageant in Nepal and is an annual event held in Kathmandu. Earlier, Nepal remained unrepresented in the international beauty pageants. However, over the years the property has made tremendous progress and today our young Nepali ladies are getting premier opportunities to represent Nepal abroad. The winners of this pageant represent our country in international pageants such as Miss World, Miss Earth, Miss International and Miss Supranational. The Hidden Treasure is the official license holder of all these international pageants.”
Pramod Ratna Kansakar, Promoter, The Hidden Treasure, further added, “We are happy to have BeanstalkAsia onboard as our creative and digital partner and are looking at their expertise to refresh and reposition our brand in the offline and online space and to build its attractiveness in Nepal as well as in the global scenario. We find BeanstalkAsia to have the unique ability to develop a seamless integrated marketing strategy with a strong impetus on Digital, that can take the pageant to new heights.”
BeanstalkAsia is a new age creative advertising and digital agency in India and we expanded our footprints to Nepal by setting-up our company and office in Kathmandu in 2019. Drawing from our varied and successful experiences in the Indian market in the fields of brand strategy, mainstream advertising, digital marketing, web-based solutions, mobile applications and high-end graphic design, BeanstalkAsia offers a series of similar services under the aegis of BeanstalkAsia Nepal managed by Mr. Aman Singh Pradhan as the local partner
The team has a thorough understanding of Nepal’s local culture and language. This combined, gives BeanstalkAsia the unique advantage to craft and execute bespoke campaigns that will help brands achieve their market share and also ensure an effective ROI.
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.
