MAM
Laqshya media partners with Zee5 to launch their latest web series, Rangbaaz
MUMBAI: Zee5, the digital video streaming platform from ZEEL has partnered with Laqshya Media Group to promote their new original crime thriller, Rangbaaz. The campaign was targeted across four markets; Mumbai, Delhi NCR, Pune and Lucknow and the media vehicle used are Large Impact Sites, Marquee Sites, Clusters to deliver/tell a story – famous dialogues from the show. The campaign which started on the 18th of December 2018 is spread on 108 units covering over 1 lakh sq. ft.
Rangbaaz, the crime thriller series starring actor Saqib Saleem, Ranvir Shorey and Tigmanshu Dhulia set in the 90s, is based on the life of UP gangster Shiv Prakash Shukla and is one of the platforms biggest show that will be launched across 190 countries.
Speaking on the campaign, Jalaj Pathak, Vice President, Laqshya Solutions, Outdoor Agency arm of Laqshya Media Group, “It is always exciting to work on something creative and we are proud to be associated with Zee5, part one of India’s largest media conglomerate Zee Entertainment Enterprises. When Zee5 came to us to promote their show, we suggested an advertising method which would help increase the viewership of their show. The OTT platform is a growing space in India and we are thus excited to work with Zee5 and look forward to a long-lasting association.”
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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.
