AD Agencies
J.K. Helene Curtis launches TVC to promote Park Avenue Beer Shampoo
MUMBAI: J.K. Helene Curtis, India’s leading male grooming company, cheers Man Hair with the first-of-its-kind Park Avenue Beer Shampoo’s new advertising campaign. Adding a twist of beer into the modern man’s life, this new campaign focuses on the need of personalised hair care for men.
In the new TVC developed by Publicis South Asia, the communication reveals that men’s hair is different from that of women, and needs specialised care to keep it shiny and bouncy. The campaign tagline, “Cheers to man hair”, is an extension of celebrating manhood by offering its target audience a personalised hair care solution in the Beer Shampoo.
J.K. Helene Curtis director Anil Kulkarni said, “J.K. Helen Curtis with its Park Avenue Beer Shampoo has created a path-breaking category in the hair care segment by launching the first-ever shampoo for men in India. This is primarily because of the main ingredient – Beer – which is associated with fun, and offers a shiny, smooth and bouncy feel to the hair. We, in our research, have found that men do not invest in personal hair care products and instead use female shampoos. With Park Avenue Beer Shampoo, we wanted to give the man a shampoo created specifically to meet his hair care needs and it’s time to revel in the glory of making men conscious about personal grooming.”
Commenting on the concept, Publicis south Asia director and chief creative officer Bobby Pawar says “For years we’ve sold the feminine idea of hair care. Our idea was to create a male counter-point to that, one that puts a beery twist onto typical hair-care communication. We tried to capture the same as an outcry ‘Cheers to man hair’. All the elements of the campaign are a celebration of that thought. The TV is centered on a man who is ridiculously manly, making a ‘well-reasoned’ case for all men to shampoo like a man. The print ads do more of the same, but in a more functional manner, while the digital creates engagement around the idea.”
The TVC is conceptualised by Publicis south Asia under Bobby Pawar and Zarwan Divecha. The director of the ad is Kay Kienzler, the production house is Fleet Entertainment and produced by Jignesh Maru.
The ad will be aired across key markets starting from first week September for a period of six weeks. The communication will be extended through print, digital and BTL activities such as high visibility and innovative POS and gratification programs amongst other marketing initiatives.
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.
