MAM
Deepika Padukone’s 82°E unveils ‘Feels like home’ campaign
Mumbai: Deepika Padukone’s self-care brand, 82°E, has unveiled its inaugural campaign film, “Feels Like Home,” celebrating the joy of practising simple acts of self-care.
The film brings to life the ethos of 82°E in a visual collage where self-care meets skincare. The visuals capture women practising everyday self-care rituals while also caring for their skin. Real, unfiltered voices of women tell us how these rituals are simple, joyful, and feel like home.
The 60-second brand film can be viewed on 82°E’s social media channels: Instagram, Facebook, and Youtube.
The campaign slogan, “Feels like home,” encapsulates the sentiment and emotion associated with self-care while also building a connection with the brand’s name. Inspired by the standard meridian that passes through India, 82°E brings out the geographical aspect of home while the creative interpretation brings to life the feeling of it.
An extension of Padukone’s beliefs, 82°E supports a holistic approach to self-care. The brand is on a mission to inspire its audience to connect with their truest, most authentic selves through joyful and effective self-care practices.
Commenting on the campaign film, Padukone said, “Practicing simple acts of self-care consistently helps me stay grounded and enables me to feel my most centred. With 82°E, the hope is to inspire us all to prioritise our well-being by practising acts of self care that are simple, joyful, effective, and evoke the feeling of ‘home.’ Through our inaugural campaign, “Feels like home,” we bring to life the geographical aspect of home, as also captured in our brand name, alongside the creative interpretation of the emotion, all while staying true to the product promise.”
Spring Marketing Capital founder and creative partner Arun Iyer said, “It has been a privilege to bring alive the world of 82°E. From the beginning, this project pushed us to dream and break the traditions of perfection in the category. Each product, although simple, is exquisite, rooted in Indian ethos with a global outlook. We had to bring the brand to life with the same level of craftsmanship. Our campaign thought, “Feels like home,” is brought to life via authentic, unfiltered voices while building a solid connection with the brand name.”
IDEO executive director for global beauty Heather Boesch said, “It has been a joy to serve as a global strategic partner for 82°E since its inception. The brand is genuinely committed to elevating self-care as part of overall well-being. And while it is born in India, 82°E is for the world, and we have worked side by side with its co-founders and partners to ensure that every facet of the brand, from its products to its messaging to its aesthetics, reflects the brand’s core philosophy: rooted in India and global in its outlook and appeal. We can’t wait for the whole world to fall in love with 82°E.”
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.
