AD Agencies
Creativefuel takes Priyagold’s social media & digital reins
Agency to lead content, strategy and media to boost Priyagold’s digital presence
MUMBAI: Priyagold has teamed up with Creativefuel to sharpen its social media and digital game for 2026. The partnership will see Creativefuel steering the brand’s social strategy, creating content, crafting stories, and driving community engagement across platforms.
On top of that, the agency will manage digital media planning and buying, ensuring Priyagold’s key messages reach the right audience while delivering measurable impact for both brand and performance goals. The aim is a seamless, audience-first digital presence that honours Priyagold’s legacy while keeping pace with today’s fast-moving online world.
“Priyagold has always focused on connecting with consumers across generations,” said Priyagold director Mannas Agarwwal. “Creativefuel’s grasp of digital culture and audience behaviour made them a natural partner for building a consistent and meaningful online story.”
Creativefuel founder and CEO Tushar Sukhramani added, “Priyagold is a household name across generations. Our focus will be on creating a digital presence that is consistent, culturally relevant, and true to the brand’s essence, supported by sharp media execution to deliver real results.”
This win adds to Creativefuel’s growing FMCG portfolio, joining brands like Balaji Wafers in its stable and strengthening its position as one of India’s leading digital partners for consumer brands.
Priyagold, renowned for its trusted presence in Indian households, continues to evolve its communication approach as digital platforms play an ever-increasing role in connecting with consumers.
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.
