MAM
Do Your Thng partners with Mastercard to launch an interactive side of an ongoing campaign
MUMBAI: Mastercard India & Do Your Thng (DYT), a creators’ first community, announced their association for their ongoing campaign #TravelWithMastercard that allows customers to earn cashback on international spends and make the most of their vacation. The collaboration between DYT and Mastercard India work towards a common goal of identifying genuine brand advocates and creating a community that fosters authentic conversations about their travel experiences.
The association between Do Your Thng and Mastercard brings a new facet to the continuing offer by the technological payment giant. The partnership moves beyond perks and cashback and focuses on real stories of international travellers.
DYT, a new entrant in the field of influencer marketing, believes in the power of creators. Their approach is to empower creators to follow their passion and live what they love. The platform’s association with Mastercard is a validation of trusting in the influence of content and is an excellent push towards building the next wave of creators in India.
Remarking on the association, Ankit Agarwal, Founder & CEO, Do Your Thng, said, “For DYT, the creator comes first. It is their stories that we want out there. And by creators, we mean genuine and every day people. These are individuals to whom friends, family, and colleagues listen to, closely. DYT simply magnifies their voices. The #TravelWithMastercard campaign is a brilliant and welcome approach to it. Through DYT, unalloyed travel experiences touch a broader audience, and through Mastercard, the creator gets a bonus for doing what they love.”
Commenting on the #TravelWithMastercard Campaign with DYT, Manasi Narasimhan, Vice President, Marketing and Communications, South Asia, Mastercard, said, “Travelers using Mastercard cards were already earning cashback, but the organization wanted an avenue that draws out candid travel experiences. The #TravelWithMastercard campaign, in partnership with DYT, offers just that. The campaign has been able to reach out to over a million people via genuine stories and experiences from travelers.”
Sanjeev Patel – Associate Media Director, Carat Media said,“Today, we are seeing the engagement of micro &nano influencers on the top. They have the top engagement rates in the game. Thus, with DYT, #TravelWithMastercard campaign, we aim to bring in more engagement & authenticity to the entire campaign.”
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.
