MAM
From Street to Suite: BlackCab Agency Network’s Creative campaign for Sofitel Mumbai BKC
Mumbai: BlackCab, a creative digital marketing agency collaborates with Sofitel Mumbai BKC, a French luxury and local cuisine in the world’s most exciting city Mumbai. Secret Sauce Studios, a BlackCab Agency Network, brings its expertise with strong research and understanding of photography, and cinematic videography, ensuring Sofitel stands out with a flavour of its own.
BlackCab’s initial inspiration for the project stemmed from a desire to pay homage to Mohammad Ali Road and integrate it into the larger narrative of the festival “Jashn-E-Iftar ”. Sofitel, renowned for its culinary excellence, seamlessly incorporated the concept by assembling a diverse chef team, recreating the magic of Mohammad Ali Road within the opulent ambience of their establishment. This fusion of expertise and cultural homage ensured that patrons experienced the authentic flavours and vibrant atmosphere synonymous with the iconic street, adding a unique and immersive dimension to the festival experience.
Secret Sauce Studios endeavoured to not only document the dishes but also capture the heartfelt narratives underlying chefs, creating a rich tapestry of culture and community that goes beyond mere culinary offerings. Through the camera lens of Secret Sauce, the aim was to immerse viewers in a realm where each ingredient narrates its tale, every dish symbolizes a dedication to craftsmanship, and every instance pays homage to the enduring traditions that shape Ramadan at Mohammad Ali Road.
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.
