MAM
Havells targets South Indian market in new festive campaign
Mumbai: Havells India, a Fast-Moving Electrical Goods (FMEG) major has launched a new version of the marketing campaign – ‘Saath ki Life, Sukoon ki Life’ focusing on its heavy-duty mixer grinder Hexo series.
The campaign has a refreshing take in addressing the additional preparation work required when extended families visit unannounced. It aims to establish the product superiority and reliability of the Hexo series over other mixer grinders making additional chores seem less intimidating.
The key messaging of the campaign is to convey ‘no matter how many guests arrive they will always feel small in number when you have Hexo mixer grinder by your side.’ The campaign shows a young couple entertaining a large number of family members visiting unannounced. But from Hexo’s perspective, the crowd seems small which is further creatively exaggerated by portraying them as small individuals, ultimately driving home the point of the series’ heavy-duty performance effortlessly.
Havells India’s president-electrical consumer durables Ravindra Singh Negi said, “The home appliance industry is a constantly evolving one with new products being launched to address the evolving consumer needs. The Hexo series is a heavy-duty mixer grinder range aimed to provide finer mixing, grinding, and food processing in the kitchen. With this campaign, we aim to further elaborate the essence of togetherness and family bonding with the ongoing messaging of ‘Saath ki Life, Sukoon ki Life’. It showcases that family time can be hassle-free and fun, with the help of the Hexo range.”
This campaign is a South-first campaign targeted at Southern markets to establish a deeper connection with the target audience. Launching the campaign during the T20 World Cup, Havells aims at capturing a larger crowd across all mediums – television, digital and social.
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.
