MAM
Ignitee wins Anchor Electrical’s digital mandate
MUMBAI: Panasonic‘s Anchor Electricals has appointed digital marketing agency Ignitee Digital to leverage the popularity of digital media platforms and cater to the young tech savvy audience.
The agency will be responsible for developing a comprehensive online presence and positioning Anchor and Panasonic as a young, contemporary brand for electrical accessories. This is Anchor‘s first step in the digital and social media space.
With changing demographics and landscape of the internet in India, Anchor intends to engage with the ever expanding internet user base in India. With a portfolio of over 3000 products, Anchor Electricals has established itself as a trusted household brand and it plans to replicate this success in the digital world through knowledge dissemination, customer servicing and community build up.
Ignitee Digital Services CEO Atul Hegde said, “We are delighted to have a brand like Anchor and Panasonic in our portfolio. Not many brands in this category have leveraged the digital medium in a big manner, and we are confident that we would be setting many ‘firsts‘ in this space for this category. We have planned a series of digital activities through the year and will lead in with a unique social media community”
Anchor Electricals joint managing director Dinesh Aggarwal said, “As digital and social media have been growing at rapid pace, we felt the need to engage with our customers and our Community of Architects, Consultants and Interior designers online. To lead this transition, Ignitee has been the best choice as it has successfully demonstrated a strong online presence for a host of brands across industries. We hope to support our market leadership with Ignitee‘s expertise in the digital world!”
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.
