MAM
‘Chase your passion’ on Maruti Suzuki Alto K10
MUMBAI: Let‘s go and get the music – The new TVC for Maruti Suzuki Alto K10 has been launched. The ad campaign which encourages audiences to ‘Chase their passion‘ is conceptualised by Lowe Lintas and partners.
The TV campaign is directed by Arun Gopalan. The creative team comprises Lowe Lintas NCD Amer Jaleel, Shriram Iyer, Uday Shankar Rao, Ankush Pande, Arko Provo Bose, Tridip Nandi, Ajoy Krishna and Shweta Sharma.
The ad film features Bollywood composer Sneha Khanwalker, who has also composed the track of the ad film. Khanwalker, has previously given foot tapping music in movies like ‘Oye Lucky! Lucky Oye!‘, ‘Bheja Fry 2‘, ‘Love Sex Aur Dhoka‘ and the ‘Gangs of Wasseypur‘s series.‘ This budding music composer also came to limelight after her music mini-series on MTV called ‘Sound Trippin‘.
The Maruti Suzuki K10 ad takes inspiration from her music mini-series in which she travels to places like Punjab, Varanasi, Goa, Karanataka and Leh among other places to collect local sounds to create a final piece of music that resonates the feel and sound of that location.
The TV commercial showcases how two musicians, who are unhappy with their composition in the studio, decide to collect music on the move. The duo decides to go on a drive in their Maruti Suzuki Alto K10 to collect natural sounds (birds chirping, the sound of tire screeching and music band performances among others).
Last year, Lowe Lintas won Maruthi Suzuki‘s creative mandates.
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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.
