MAM
IPL partner Cred launches TVC with Anil Kapoor
NEW DELHI: CRED, a high-trust community of creditworthy individuals, merchants and institutions, has come on board as the official partner of the most awaited event of the year, the Indian Premier League 2020. CRED has kickstarted the journey of making this year’s IPL more rewarding for all players and viewers with a host of activities that would upgrade the experience for CRED Members. In line with the same, the brand also launched their latest campaign – ‘CRED: Not Everyone Gets It’ – featuring three ad films slated to launch over the course of the tournament, and starring leading Bollywood actor Anil Kapoor along with other iconic celebrities from the 90s, that promises to entertain and spread CRED’s message.
Through these creative and fun ad films, CRED aims to amplify its messaging of how easy it is to manage timely credit card payments through the app and also getting regularly rewarded for good financial behaviour. The campaign started from 19 September with the launch of the first film starring Anil Kapoor. The veteran actor talks about the message of paying credit card bills on time in his unique, inimitable style which has made him a favorite since the 90s, across generations of audiences from millennials to their parents. To keep up the momentum, two more films featuring other much loved Bollywood celebrities will be released over the next month to join in the celebration. The campaign is truly a memorable and comedic take on CRED’s messaging that has been conceptualized entirely by the in-house team and brought to life by Ayappa KM, co-founder, Early Man Films, the production agency.
Do they not know about my Oscar?@CRED_club pic.twitter.com/BcW18zXLBO
— Anil Kapoor (@AnilKapoor) September 19, 2020
CRED lead – growth and engagement Trupthi Shetty said “We are extremely excited to be associated with IPL 2020. At CRED, we believe in rewarding good financial behaviour and with this campaign, we are positive that our message of encouraging financial literacy and educating viewers on the rewarding benefits of responsible financial behaviour would come through in an entertaining manner. With Anil Kapoor and others lending their inimitable styles and unique personalities to each video, we are sure audiences would definitely relate to this campaign and our association would be off to a rewarding start.”
Sorry Anil. https://t.co/1gG38NilWd
— CRED (@CRED_club) September 19, 2020
Early Man Film executive producer & co-founder Anand Menon said, “It was a massive challenge for us to turn around this production keeping in mind the current scenario. But the fact that we had an opportunity to use these celebrities in a unique and entertaining way to tell the CRED story, made the effort worthwhile. We hope everyone enjoys these films and they bring a much-needed smile to people’s lives.“
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.
