MAM
Kotak Securities opts for chai-time to promote its recently launched Free Intraday Trading’ via CupShup
MUMBAI: Kotak Securities, the stock broking arm of Kotak Mahindra Bank Limited, is the new addition in the list of brands that has opted for a distinct marketing strategy by tying up with advertising start-up CupShup which is known for its popular technique of converting tea and coffee cups in to a platform for brands to get visibility amongst its target audience. Kotak Securities is promoting its recently launched product – Free IntraDay Trading where CupShup has chosen Indigo Airlines as one of the spots to execute the campaign. Free IntraDay Trading allows self directed investors to do intra-day trading without paying any brokerage.
Apart from Indigo Airlines, the offline campaign is being executed across 500 corporates and 1,500 tea stalls in 12 Indian cities namely Mumbai, Delhi NCR, Bengaluru, Hyderabad, Pune, Chennai, Kolkata, Indore, Jaipur, Ahmedabad, Baroda and Surat. The campaign began on 7th May and will be on till 7th June. More than 55 lakh cups made out of water-based ink and biodegradable recyclable paper have been used with an aim to make the audiences have 5 – 7 minutes clutter free exposure to the product. This step was adopted considering high possibility of discussions that may generate among the people taking tea breaks.
· No. of Corporates activated: 500: 15 Lakh Cups
· No. of Tea Stalls activated: 1,500: 18 Lakh Cups
· Indigo Airlines: Pan India: 22.5 Lakh Cups
Kotak Securities, EVP & Head – Marketing, Jaimit Doshi said, “We wanted to get immediate attention of our target audience. Through geo-targeting we identified locations where our customers were based. We reached out to them specifically in those cities and areas. What better way to target people than our product popping up during tea breaks which also gives people another investment topic to talk about?”
Commenting on the start-up’s tie-up with Kotak Securities, Mr. Sanil Jain, Co-Founder, CupShup said, “I am glad that in an era where digital marketing is ruling various industries, we are able to get brands to market their product in an efficient as well as in an effective way. Cupshup’s unique marketing concept is sure to create an impression with customers who can receive their daily dose of information on what brands are doing in the current scenario. Kotak Securities is a valuable client to us and we hope that this campaign results in giving the brand the desired outcome.”
Besides the primary activity, CupShup is also running activations with 100 Corporates by setting up a Kotak Securities booth where Relationship Managers will educate the employees about their products.
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.
