MAM
DriveX spreads Christmas cheer with a heartfelt inclusion-led initiative
MUMBAI: When Christmas wishes took the driver’s seat, empathy became the real engine. This festive season, DriveX marked the holidays by partnering with Samarthanam Trust for the Disabled, creating a celebration that put dignity, inclusion and listening at its heart.
Rather than opting for generic gifting, the initiative centred on a simple but often overlooked idea, ask first. Students and young adults with intellectual disabilities shared their personal wish lists small, meaningful desires rooted in their everyday lives. Each request was carefully documented and fulfilled, ensuring every gift reflected individuality rather than assumption, and joy rather than tokenism.
The effort saw employees across DriveX rally together to ensure no wish was left unanswered, turning Christmas into a shared moment of connection. By focusing on choice and respect, the initiative reinforced the idea that inclusion is not about grand gestures, but about being heard.
Samarthanam Trust for the Disabled founder and managing trustee Mahantesh G Kivadasannavar, noted that receiving a personally chosen gift brought with it a deeper sense of value and recognition for the students. DriveX CEO Devesh Taparia added that the initiative reflected the company’s belief that business responsibility extends well beyond balance sheets.
As the year draws to a close, DriveX’s Christmas gesture serves as a reminder that sometimes, the most meaningful celebrations begin simply by listening and letting kindness take the wheel.
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.
