MAM
BigCity goes Down Under to play the loyalty game in Australia
MUMBAI: When it comes to loyalty, BigCity just levelled up this time, all the way Down Under. BigCity Promotions, one of India’s most awarded sales promotion and loyalty agencies, has announced its entry into Australia with the launch of a new office in Sydney, marking its first international expansion in nearly two decades. The move signals the company’s ambition to replicate its India success across the Australia–New Zealand (ANZ) region, a market ripe for disruption in the loyalty and engagement space.
Founded in 2006, BigCity has become something of a legend in India’s reward ecosystem known for turning mundane promotions into high-voltage brand experiences. With 8,000 plus programs executed for over 500 global brands, including Pepsico, Unilever, Mondelez, Coca-cola, Samsung, and Amazon, the agency has earned a reputation for blending creativity, technology, and measurable impact.
From B2C reward programs to B2B loyalty solutions and gamification-led engagement, BigCity has redefined how brands connect with consumers and trade partners alike. Its proprietary plug-and-play platform lets brands launch campaigns within days offering faster time-to-market, reduced costs, and full creative flexibility. Built on an in-house technology and analytics stack, it also enables deep insight into consumer engagement, redemptions, and ROI, giving marketers the holy grail of modern marketing measurable loyalty.
The Sydney office will serve as BigCity’s regional hub for Australia and New Zealand, extending its full-service suite to local and global brands in the region. The operations will be spearheaded by Gunjan Kumar country director, who brings over 27 years of global experience across telecom, banking, retail, and FMCG. Having driven client engagement and loyalty strategies across continents, Kumar is tasked with building the BigCity playbook for the ANZ market, one that blends local insight with the brand’s signature executional agility.
“Australia is a market ripe for transformation, and our goal is to bring the same scale, creativity, and speed that have powered some of India’s biggest campaigns to brands here,” said BigCity Promotions co-founder Vikas Shah. “For nearly two decades, BigCity has redefined how brands engage through innovation, technology, and storytelling this expansion is a natural next step in that journey.”
BigCity’s forte lies in its ability to gamify engagement, transforming passive audiences into active participants. Its campaigns often feature instant-win mechanics, leaderboards, challenges, and digital contests, all designed to boost brand love and repeat purchase intent. This gamified approach has proven especially potent in cluttered categories like FMCG and telecom, where attention spans are short but loyalty can be won with the right mix of fun and function.
The expansion also comes at a time when the ANZ market is seeing brands look beyond conventional loyalty cards and cashback models. With digital-first consumers demanding more personalised, experiential rewards, BigCity’s data-driven, experience-centric approach may find fertile ground.
In India, the company has long been the behind-the-scenes architect of some of the country’s most memorable campaigns, the kind that combine large-scale activation, complex fulfilment, and regulatory precision without ever losing the element of play. It’s this operational mastery that BigCity now hopes to bring to Sydney’s brandscape.
As the company steps onto foreign shores, the move underscores how homegrown Indian marketing innovation is beginning to travel the world not as an imitator, but as an industry leader exporting expertise. For BigCity, the next game has just begun. And this time, it’s on a whole new continent.
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.
