MAM
Duroflex urges consumers to gift good sleep this Diwali
MUMBAI: Gifting during Diwali is a wonderful tradition of showing love, care, and appreciation. This Diwali the festivities continue in spirit but the way to celebrate has changed inline with the new normal. Looking at this, during the festive season Duroflex wants to equip every Indian with better health through the gift of good sleep. Their latest Diwali communication encourages consumers to prioritize health and gift themselves and their loved ones the most meaningful and thoughtful gift – the gift of good sleep.
The campaign also highlights the brand’s signature range – Duropedic; which is India’s first doctor recommended orthopedic mattress range. Its exclusive five-zoned orthopedic technology is tested and recommended by the medical experts at the National Health Academy.
Duroflex’s Diwali communication brings to light the current reality of many Indian homes by showcasing the story of a family preparing to welcome Diwali only to find their son who is working from home, submerged in everyday work stress. The concerned parents, gift him what he needs the most, a good night’s sleep for his physical and emotional well-being ending in a moment of family bonding.
Duroflex VP marketing and e-commerce Smita Murarka said, “As a trusted brand with over 5 decades of expertise our endeavour has been to help India sleep better. Living through this pandemic has taken a toll on the health and well-being of people and it has only increased our resolve to help every Indian through our messaging on the importance of sleep. Over the years, Diwali has become synonymous with gifting loved ones what they value. This Diwali while the celebrations may have changed the mood continues and with this communication, we encourage people to share the most meaningful gift- the gift of good sleep.”
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.
