MAM
Festive campaigns made easy with Bigcity’s new strategy tool
MUMBAI: Santa’s got a new rival and it’s data-driven. Bigcity Promotions, the loyalty and sales promotions powerhouse, has just unwrapped a game-changer for Indian marketers: a tech-enabled tool that promises to take the guesswork and the chaos out of festive campaign planning.
Meet the Festive Reward Strategist: a sleek, insight-led platform designed to whip up ROI-focused, sector-specific reward campaign strategies in minutes. At a time when every marketing rupee is being scrutinised for returns, this digital assistant might just be the CMO’s new best friend.
Accessible via bigcityfestiveworks.in, the tool draws from over 18 years of Bigcity’s campaign experience across sectors FMCG, retail, durables, BFSI, alcohol, automobiles, and more. Whether the brief is to drive product trials, boost footfalls, spark engagement, or push repeat purchases, the tool does the thinking strategically and swiftly.
No more late-night Excel wrestling or endless decks. With built-in competitive benchmarking, audience insights, and budget guidance, the platform offers ready-to-deploy strategies tailor-made for festive madness. Brands get instant answers to questions like: “Which reward works best for my TG?”, “What’s trending in my category?”, or “How can I squeeze the most ROI from my Diwali budget?”
“The festive quarter in India is the most competitive and chaotic for marketers,” said Bigcity Promotions Vikas Shah, Co-founder. “Speed, precision, and innovation become non-negotiables. Our tool delivers all three with zero margin for error.”
He added that the platform’s execution-ready output bridges the gap between creative ambition and operational clarity, enabling campaigns that are “compliant, creative, and conversion-ready”.
At its core, the Festive Reward Strategist isn’t just about smart marketing, it’s about faster, sharper, and more rewarding decisions. It’s strategy, gift-wrapped in tech.
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.
