MAM
Health OK taps celebrities & influencers for its digital campaign
New Delhi: Health OK, a multivitamin and minerals tablet from the house of Mankind Pharma, has launched an extensive digital campaign featuring celebrities and popular influencers.
The brand has collaborated with various celebrities including Harbhajan Singh, Harshvardhan Rane, Abhinav Bindra, Prince Yuvika Narula, Ranvijjay Singha to make consumers aware of the benefits of ‘Health OK’ multivitamin and mineral tablets. The idea is to establish a stronger presence across the nation by leveraging influencers as one of the catalysts while maintaining a greater focus on other mediums as well, said the company.
Health OK has also partnered with Marathi actors like Adinath Kothare, Siddharth Chandekar, Shashank Ketkar; Shine Shetty for the Kannada audience; Nikhil Siddhartha for the Telugu audience, and Makapa Anand for the Tamil audience. All the influencers have posted about the benefits of the product on their respective social media platforms.
Mankind Pharma, general manager, sales and marketing, Joy Chatterjee, said, “In the last few months, we have noticed a great response in our sales number for Health OK. Our aspiration for this brand is to make the last person living in the remotest areas aware of this product. With this campaign, we intend to expand the reach of the product and consume it because it builds the overall immunity and energy which is quite essential during such times.”
Health OK was incorporated in the OTC category in March this year due to the demand and need for multivitamin products in the category. Going forward, the brand said it will roll out new campaigns and will keep investing in the marketing channels to connect well with the audience.
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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.
