MAM
Canara HSBC Oriental Bank of Commerce Life Insurance launches digital series #PromiseBatao
MUMBAI: Canara HSBC Oriental Bank of Commerce Life Insurance, in an industry first initiative, launches a new digital series #PromiseBatao that puts the spotlight on the importance of having conversations on sensitive subjects like family, future planning and ‘in case of any unforeseen event’ with our loved ones, which are usually difficult to address. In India more than Rs. 1,500 crore worth of life insurance policies go unclaimed – that’s millions of promises made, but never fulfilled.
To cater to this pressing issue, the bank has come up with a heart-warming campaign that showcases couples from different walks of life trying to converse about the uncertainty of life & convince their family on how imperative it is to know about the plans for the future in case of any unforeseen life event. In a humorous way, both the films take a satirical take on the orthodox Indian conversations of not talking about life uncertainties at home, while underlining the hard truth that ‘in case of my death’ conversations are uncomfortable, but it is one of the most important conversations to have with our loved ones’.
In this series, the company uses a device called ‘Promise Box’ that enables customers to keep all their important financial papers at one place, thereby easing out the conversations with their partners. The bank, as a felicitator of the ‘Promise Box’ has taken up this endeavour to encourage customers to create their own ‘Promise Box’ and make the dialogue much easier.
Canara HSBC Oriental Bank of Commerce Life Insurance managing director & chief executive officer Anuj Mathur said “Promises are the heart of our company’s vision and we have always worked towards fulfilling our customers’ promises with utmost commitment and passion. Taking this objective ahead, we have launched “#PromiseBatao”, a digital initiative which aims to educate people about the importance of having life insurance and further communicate with their family members about their benefits in times of need.”
Canara HSBC Oriental Bank of Commerce Life Insurance chief distribution officer Tarannum Hasib said, “Aligning with the Company’s tagline “Aapke Vaade Sar Ankhoon Par” we have designed this campaign to help customers address their difficulties in communicating subjects related to unforeseen life events with their families. We aim to run this campaign on all our digital platforms targeting customers from all geographies. We are confident that this campaign will witness a positive response from our customers”.
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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.
