MAM
Indri Single Malt Whisky joins forces with BlackCab for 360° brand excellence
Mumbai: Indri Single Malt Whisky, a distinguished name in the spirits industry, has collaborated with BlackCab, a leading creative digital marketing agency based in Mumbai. BlackCab has bagged the account since inception and is wired to build a very strong brand presence digitally, to embark on a transformative brand journey. The partnership aims to redefine Indri’s digital presence through a comprehensive strategy that encompasses social media content, rich visuals, and unique digital properties, setting the brand apart in a competitive market.
BlackCab partner Aayush Bansal emphasised the vision behind the campaign as he stated, “With a vision to make Indri the most premium Indian single malt whisky brand in the nation and globally, we laid a heavy focus on content strategy and imagery that would fit this global positioning. We created strong brand associations with niches that our customers can relate to, such as equestrian sport and chess, through social media content.”
BlackCab’s team, composed of over 100 creative minds, has worked closely with Indri to establish a strong brand identity. A pioneering move in the Indian market, BlackCab created compelling storytelling and educational content, offering an exclusive behind-the-scenes look into Indri’s distillery in the town of Indri, Haryana. Viewers are taken on a captivating journey through the grain mashing, distilling, ageing, and bottling processes that contribute to Indri’s Trini’s distinctive characteristics.
BlackCab’s commitment to transformative work and creative excellence positions them as the ideal partner to drive Indri Single Malt Whisky to new heights through innovative marketing efforts. This collaboration signifies a landmark moment for both Indri and BlackCab as they redefine the landscape of digital marketing in the spirits industry.
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.
