MAM
BlackCab Agency Network amplifies culinary delight at Yi Jing, ITC Maratha
Mumbai: BlackCab, a creative digital marketing agency, showcased its expertise in brand storytelling through the unveiling of a captivating brand film for Yi Jing, the contemporary Chinese restaurant located at ITC Maratha in Mumbai. The concept is a masterpiece in a creative expression that shines a spotlight on the culinary journey of the renowned Chinese Chef Liang, transforming a mere meal into a flavour-altering experience and turning the dining expedition into an epic adventure.
Yi Jing, the latest addition to ITC Maratha’s luxurious offerings, is set to redefine the culinary realm of Chinese dining. BlackCab’s expertise in product videography and food is exhibited in this film, which highlights key differentiating offerings of the outlet, including hand-pulled La-mein noodles and sweet and sour fish. As Chef Liang, the culinary maestro with nearly three decades of experience, aptly puts it, “Our Chengdu Style Sliced Lamb with House Special Chilly Powder, featuring Sinchuan Pepper used in the first frame, and the delightful experience of our traditional Hot Pot, symbolises the culinary journey at Yi Jing.”
The visionary approach in creating the brand film revolves around portraying Chef Liang as the central upholder, showcasing not just his creative finesse but also highlighting the expansive and opulent ambience of the restaurant. In the film, viewers are taken on a visual journey through the mesmerising expanse of Yi Jing, where Chef Liang’s expertise takes centre stage. The carefully curated shots capture the essence of flavours and the harmonious blend of traditional Chinese aesthetics with modern sophistication. What sets the brand film idea apart is the focus on the signature dishes that make Yi Jing a gastronomic haven.
The team’s expertise in weaving a narrative that goes beyond displaying the restaurant’s physical features makes this brand film a powerful tool in establishing Yi Jing as more than just a dining destination; it becomes an immersive journey into the heart of Chinese cuisine excellence.
As a leading creative digital marketing agency, BlackCab continues to push the boundaries of brand storytelling, creating experiences that resonate with audiences globally. The collaboration with ITC Maratha for Yi Jing is a testament to the leading agencies’ commitment to upgrade brands and create narratives that leave a lasting impression.
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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.
