MAM
Draftfcb Ulka creates Amul: Eats Milk with Every Meal campaign
MUMBAI: Eats Milk with Every Meal is the new Amul campaign. Executed by Draftfcb Ulka, the campaign showcases the goodness of the entire range of Amul
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products. The brand had earlier positioned milk as ‘Worlds original energy drink‘ in its campaigns. The campaign is a step towards educating Indian consumers of the goodness of milk and milk products.
Eats Milk with Every Meal is a print campaign that brings alive the nutritional benefits of various dairy products, be it milk, butter, paneer, ice cream or even ghee. The tone of the campaign is quirky and resonates well across audiences. The press campaign will be published in leading national English dailies. The campaign will be extended in the digital space too. An app on Facebook and a microsite will also be designed where users can create their own memes with messages using their friends‘ pictures.
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GCMMF managing director R S Sodhi stated, “Milk and milk products form an integral part of the diet of every Indian. However, in this era of fast food, we do not want the goodness of milk in our food to be compromised. This campaign forms a part of our efforts to re-position milk and make our entire range of Amul dairy products trendy and appealing to all.”
Draftfcb Ulka group creative director Haresh Moorjani said, “The idea was to make dairy products part of consumers daily diet but in an exciting and interesting manner. Leveraging popular culture inherent to the brand, we strategised a digital campaign Eats Milk with Every Meal – Create your own Meme.”
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The Create your own meme application enables the youth to create, participate and share memes socially. “The memes are ideal tools to generate online chatter and aid virality for the brand in the social space. The application is hosted on the microsite via Facebook social login. In print we have designed a series of 100 cc ads all appearing on the same day in one newspaper for impact,” added Moorjani.
The core target audience for the new Amul campaign is housewives and youth for print and digital campaigns respectively. Amul plans to extend the campaign on other mediums as well.
The TVC was headed by national creative director K S Chakravarthy. The creative team comprised Haresh Moorjani, Mehul Patil, Bhushan Pandit, Varun Sharma and Chaitanya Joshi. Account Management was handled by Ruta Patel, Pranay Merchant and Rohan Patil.
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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.
