MAM
Kidstuff Promos & Events’ Toss Ka Boss promotional campaign triumphs at PMAA
MUMBAI: Kidstuff Promos & Events, the Mudra Group’s specialised promotions marketing offering won the Best in Asia award for its Toss Ka Boss promotional campaign for Pepsi at the Promotion Marketing Awards of Asia (PMAA), held in Singapore.
19 judges from 5 countries awarded the Toss Ka Boss Campaign for Pepsi India, Golds in the “Best Multi-Disciplined Campaign” Category and the “Best Sponsorship Tie-in Campaign” Category, as well as the “Best Campaign in India” and the “Best in Asia”, states an official release.
This campaign, together with all Gold, Silver and Bronze Winners now move to the next stage, representing Asia in the Marketing Agencies Worldwide Globes Programme, against the Best Promotion Marketing Campaigns from the USA, UK, Canada, South America, Europe and Australia. Last year and the year before, PMAA “Best in Asia” Winners won the coveted “Best in the World”, the release adds.
Mudra CEO Madhukar Kamath said, “A winning promotion like the Pepsi Toss Ka Boss is a great example of how promotional marketing can play a vital role in building brand loyalty and also play a key role in influencing the purchase decision of the consumer. Kidstuff has done splendidly well to justify the client’s faith in our competence.”
Total Branding Solutions India CEO and PMAA 2005 judge R Lakshminarayanan said, “It is indeed encouraging to see that most number of entries we received this time was for the multi-discipline category. Increasingly, clients are including Promotions as a strategic part of their brands plans rather than as a short-term tactics to increase sales, this is an encouraging sign.”
An ecstatic Kidstuff Promos & Events MD Pankaj Wadhwa said, “This is a perfect example of actually bringing ‘Total Branding’ alive! Combining a great concept with television, press, Internet, SMS, direct contact programs in schools, cinemas, colleges, markets & retail, this was the biggest promotion done by Brand Pepsi and was a staggering success”.
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.
