MAM
BeanstalkAsia launches brand film for Homesure Gypex
Mumbai: BeanstalkAsia, a marketing communications agency, has conceptualised and delivered an engaging brand film for Homesure Gypex Boards and Plasters, presenting them as the ideal solution for long-lasting, beautiful interiors. Homesure, a retail brand from Walplast Products, is a building materials manufacturer and the third-largest producer of wall putty in India.
The brand film draws inspiration from Krav Maga, a self-defense technique known for its efficiency and adaptability. By showcasing the dynamic nature of Krav Maga, the film metaphorically aligns these qualities with the attributes of Homesure Gypex Boards and Plasters. The GypEx range of products are strong, flexible, lightweight, and heat-resistant, capable of withstanding the rigors of home construction while providing an aesthetically pleasing finish.
The campaign aims to de-construct and simplify construction practices by addressing customer pain points and establishing new benchmarks in efficiency, durability, quality and premium features. Through this campaign, Homesure aims to empower consumers with product knowledge and accompanying benefits, highlighting the unique features of Homesure GypEx. With a core made from 100 per cent natural gypsum and other eco-friendly materials, these products ensure structura integrity and contribute to sustainable building practices. Moreover, the product boasts of faster setting time, light weight and effortless application, transforming construction methods for beautiful, functional living spaces.
The positioning of “Đamdaar Looks, Zordar Protection” emphasizes the dual importance of aesthetic appeal and structural strength in home interiors, resonating with homeowners” desire for products that offer both beauty and durability. The film illustrates the resilience and adaptability of Homesure GypEx range of products, making a compelling case for their superior quality and performance. The narrative connects with the audience on a deeper level, reflecting the emotional investment that homeowners place in building their dream homes.
Walplast SVP, marketing, CSR, and business head – P2P division, Aniruddha Sinha expressed his enthusiasm for the brand film, saying, “BeanstalkAsia’s creative vision beautifully encapsulates the strength and resilience of Homesure GypEx, aligning perfectly with our brand values of trust, dependability, and reliability. We are presenting not just building materials, but comprehensive, eco-friendly solutions designed for today’s construction challenges. This campaign underscores our dedication to excellence emphasizing our role as a trusted partner committed to building sustainable structures, now and into the future.”
BeanstalkAsia founder Upendra Singh Thakur added, “Our goal was to create a high-impact brand film that highlights the technical superiority of Homesure GypEx while connecting with the audience through the defense techniques of Krav Maga. By shooting with a professional Krav Maga practitioner, we were able to visually convey the product’s robustness and versatility.”
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.
