MAM
Bira 91 partners with boAt to launch ‘Boom’ audio collection
Mumbai: Bira 91 and earwear brand boAt have come together to launch an exclusive ‘Boom’ limited-edition collection of audio devices. The ‘Boom’ collection will be available exclusively on Bira 91’s Merch store and the boAt website starting 20 January.
To bring alive the central theme of music that resonates with both brands, Bira 91 crafted a special music track for this collaboration called “Get Set Boom,” composed and sung by Diesby and Mark Bhatia. The high-energy video produced by Big Bad Wolf Studios and Thumb Thamba Production paints a picture of the perfect weekend, with music bringing friends together in a house-party setting.
“At Bira 91, we have been partnering with several like-minded homegrown brands, to provide unique experiences to our consumers. And this association with India’s largest earwear brand is another step in that direction,” said Bira 91 CEO and founder Ankur Jain, commenting on the partnership.
“The launch of the limited-edition collection of ultra-stylish audio devices helps both brands deliver on their consumer promise of quality and innovation. Our endeavour at Bira 91 is to become a lifestyle brand and we have been building a dynamic portfolio of products at the Bira 91 Merch Store. This partnership with boAt takes us a step closer towards that goal,” he added.
Check out the “Get Set Boom” official video here:
The ‘Boom’ collection will include the brand’s Stone SpinX 2.0 and Stone 190, along with the boAt Rockerz 450 Headphones for those who enjoy music in their own space. The collection has been curated for consumers who are bold and expressive, and don their wearable accessories as an extension to their personality, said the brand. “It seamlessly integrates the colour palette and the design of Bira 91’s ‘Boom’ variant with the fashion-forward aesthetically designed boAt portfolio,” it added.
“We aspire to launch the most unique, vivid and quirky products in the Indian Market and the Boom collection showcases our ideology really well. We hope our boAtheads enjoy using these products as much as we did designing them,” said Imagine Marketing Pvt Ltd co-founder and CMO Aman Gupta.
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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.
