MAM
Bright sparks ad buzz with Diwali-ready 360 degree festive campaigns
MUMBAI: When the diyas go up, so do the billboards and Bright Outdoor Media Limited is making sure this Diwali is as dazzling on the streets as it is at home. With a 360° marketing push, the company is rolling out a festive firecracker of campaigns designed to help brands shine brighter during India’s biggest shopping and celebration season.
At the heart of Bright’s strategy is its network of 50 plus large-format digital LED screens across Mumbai, built to deliver high-impact motion-led campaigns that can’t be missed. Tailored festive pricing ensures that brands maximise their visibility just when consumer sentiment peaks.
Static billboards, meanwhile, are being deployed across Tier II and Tier III cities, where festive rushes make premium locations ripe for recall. And with Diwali weekends packed with blockbuster films, Bright is also leveraging cinema screens both multiplexes and single screens to deepen brand resonance with family audiences.
The festive footprint extends further with transit media from bus wraps and metro services to cab branding ensuring brand messages follow consumers on their shopping and travel routes. On the digital front, Bright is sharpening its OTT advertising solutions, keeping pace with surging festive streaming habits.
But the strategy isn’t limited to conventional placements. Bright is curating real-world experiences, from a Real Estate Expo in Borivali to an awards night for the Gujarati and Marwari business community, giving brands direct access to niche yet influential audiences. The company is also acting as official outdoor partner for Navratri and cultural festivals, doubling down on community-centric visibility.
Even print retains its spotlight, with Bright offering industry-specific campaigns across leading publications where credibility and clarity still cut through festive clutter. Add to this a robust celebrity and influencer network, and Bright ensures festive ads don’t just reach audiences, they stick.
“Diwali is more than a festival, it’s a time of connection, celebration, and joy,” said Bright Outdoor Media CMD Yogesh Lakhani. “Our 360° framework combines traditional and digital platforms with creativity and precision to ensure campaigns don’t just reach, they resonate.”
From store launches and product unveilings to film promotions, Bright’s media professionals are turning festive season into a brand showcase, one LED, billboard, bus, reel, and reel star at a time.
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.
