MAM
Celebrate this Raksha Bandhan with a #HeadWaaliRakhi – A CSR Initiative by Exide Life Insurance
MUMBAI: This festive season, Exide Life Insurance has interpreted the conventional idea of Raksha Bandhan, but with a twist! As a part of their Corporate Social Responsibility Campaign – Helmet Saves, the company has come out with a new campaign, #HeadWaaliRakhi to celebrate this festival that symbolises love and promise of protection between siblings.
Siblings, no matter how much they enjoy troubling each other, are also always protective of, and look out for each other. The sister-brother bond is very strong and they often show their care by bullying the other. Exide Life Insurance has captured this sweet emotion with a relatable film, while also ensuring that their message of safety, i.e. of wearing a helmet while riding a two-wheeler, is captured seamlessly.
The new film opens with a young man in his 20’s hurrying home on his two-wheeler to make it in time for the Rakhi celebrations with his sister. But when he reaches home, there is something else that the young sister notices that worries her. Although his late arrival has her annoyed, she uses the occasion and showcases her care and promise of protection for her brother. Before tying a Rakhi, she straps a helmet onto his head calling it a ‘Head Waali Rakhi’. She reiterates this by telling him that only when he keeps himself safe, will he be able to keep her safe.
While on Raksha Bandhan, sisters tie Rakhi to their brothers symbolizing their bond and the promise of protection from their brothers; in this film, the roles are reversed and the message is equated to keeping the brothers safe by advising them to wear a helmet always while driving a two wheeler.
Mr. Mohit Goel, Director – Marketing and Digital, Exide Life Insurance said “The importance of adhering to road safety rules cannot be understated. In India, Helmet is still not viewed as a necessity while riding a two-wheeler even though wearing one is one of the primary means by which two wheeler riders can protect themselves, and their pillion riders, from untoward injury. As a part of our CSR initiative, Helmet Saves, this year we have kicked off the awareness drive with our latest film set around Raksha Bandhan. Through this video, and all its relatable characters, we want to not only celebrate the bond between siblings but also want to bring forth the true sense of ‘Raksha Bandhan’ – the promise of protection.”
Helmet Saves, a robust CSR campaign was launched by Exide Life Insurance in 2017 to create awareness on the importance of wearing a helmet while riding a two-wheeler. As a part of this campaign, a survey was conducted on the helmet wearing habits among riders. The trends revealed were startling – nearly 50% of parents would allow their children to ride a motorcycle helmetless, and 75% see such child pillions riding unprotected at least once a day. The alarming trend of children not wearing helmets despite being one of the most vulnerable sections of the society, spurred the company into expanding its focus to Child safety with Helmet Saves Children in 2018.
Through its Helmet Saves campaign, Exide Life Insurance remains committed towards spreading awareness on helmet safety through continuous engagement by reaching as many Indians as possible.
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.
