MAM
Crabtree celebrates laziness in latest campaign
MUMBAI: Crabtree has taken up Mullen Lintas Delhi for its latest campaign promoting home automation solutions.
Crabtree is the high end vertical from the house of Havells and caters to the premium segment. The brand offers a wide array of switches.
Since Crabtree’s product line celebrates indulgence, their new tagline glorifies laziness – What A Life! In this new campaign film, Mullen Lintas highlights how with Crabtree home automation solutions, an eccentric billionaire celebrates laziness in its truest sense. While his maids and butlers are frustrated about feeling unemployed, the film playfully demonstrates the angst in them.
One doesn’t have to move to get anything done at home. From setting the geyser to the right temperature, to drawing the curtains, to dimming the lights, everything happens from one central control device. Aided by the app on your phone, all it takes is a push of a button, and you can control most of the electronic devices at your home.
Commenting on the creative strategy, Mullen Lintas NCD and President Shriram Iyer says, “The film plays out the life of an eccentric billionaire who has inadvertently put his maids and butlers out of work by getting various appliances automated. The heaters, the lights, the curtains – all function without any manual intervention.”
Havells vice president of marketing Amit Tiwari adds, “At Crabtree, our efforts are concentrated in providing a premium and comprehensive connected smart home experience to our end-user customers. Fulfilling our promise of WhatALife experience, our solutions let homeowners personalise and tweak the scenes at home to their changing temperature, music, and lighting preferences. The shifting and thriving India demands a modern home and futuristic lifestyle and Crabtree is here to fulfil them.”
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.
