MAM
Gamezy brings Dream11 IPL into the Naya Zamana
NEW DELHI: Fantasy cricket app Gamezy has come up with Naya Zamana V/S Purana Zamana ad campaign starring brand ambassador KL Rahul to usher the game into the new digital age.
Even though fantasy cricket has been around for quite some time now, it has failed to evolve and cater to new age aspirations. Conceptualised by video content agency Aagey se Right, the new IPL campaign Naya Zamana V/S Purana Zamana tries to communicate the message of ‘out with the old, in with the new’.
Gamezy's campaign #NayeZamaneKaFantasyCricket allows you to create your fantasy team even in the second innings or once the match starts unlike #PuraneZamaneKeFantasyApp.
Talking about the idea behind the new video campaign, Aagey se Right founder and creative director Abhay Mehta said: “Gamezy closely listens to the needs of its end users. It helps them stay updated which is what is expected of any new age app. The Naya Zamana is a representation of this newness and innovation that Gamezy stands for. The analogy is apt since it reflects the state of fantasy cricket in general vis-Ã -vis the freshness that Gamezy brings to the table.”
While he’s in his element on the cricket field, filming the Naya Zamana campaign pushed KL Rahul out of his comfort zone. He shared: "I love to challenge myself, whether it is on the field or off it. This time I challenged myself in a domain which was completely new for me – acting. It was a fun experience on the set as I got to explore a skill I never knew I had."
With KL Rahul as its brand ambassador, Gamezy has no doubt managed to grab eyeballs in the industry.
“KL Rahul is a modern day cricketer, an all-rounder who is quick to adapt. This virtue coupled with his popularity amongst fans makes him the obvious choice for a new age brand like Gamezy. With this campaign, we get to see not one but two KLs, one who is rigid and stuck in purana zamana and the other carefree and happy in nayazamana. We get to see him in an avatar like never before,” said Gamezy SVP marketing Harish Rawat.
The new series of Gamezy commercials will air during live broadcasts of cricket matches on Star Sports Television. Apart from live cricket, the brand also plans to showcase this campaign on various digital platforms to amplify reach amongst the vast cricket fan base.
Launched in 2019, Gamezy is a fantasy gaming platform dedicated to cricket that also allows users to win cash prizes.Users can play their favourite fantasy cricket game in eight languages, from the classic 11-a-side format, to second innings and 5-a-side teams. The app has over 5 lakh active users and more than Rs 10 crores in winnings.
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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.
