MAM
Levi’s celebrates women changemakers with #IShapeMyWorld Season 4
MUMBAI: Levi’s® celebrates the power of women and their determination to inspire change, with the fourth edition of its successful #IShapeMyWorld campaign.
The stories featured in the last three seasons have touched hearts and have helped the campaign take the shape of a movement that unites diverse women – by inspiring them with powerful stories of unstoppable women who have shaped their world on their terms.
Arjuna awardee Jwala Gutta has always been in the thick of action both on and off the court. Jwala’s story is about following one’s path, staying focused and not accepting pre-conceived notions of the world about gender or popular acceptable behavior.
In her journey from being a regular Punjabi girl to being one of the most renowned rappers in India, Hard Kaur has worked her way up with no short-cuts. Braving the pressures of the otherwise male-dominated industry, she turned her life around by focusing on her passion, i.e. music. Her story of staying true to her name and boldly paving her journey is an inspiration to several artists in the country today.
Bollywood singer, Aditi Singh Sharma never gave up on her dreams and continues her quest today. From not knowing Hindi properly, to being the only girl singing in a rock band, to going door to door with a demo CD to all musicians, Aditi has done it all. Aditi’s story is all about moving forward and overcoming all challenges in her way.
Born in Banaras, UP, a conservative ecosystem, where women are only expected to stay within the confines of their kitchens and homes, the Singh sisters decided to be the change. Fueled by their passion for Basketball the sisters channelized all the negativity being poured on to them to become the forerunners of women’s basketball in India. By fighting the conservative society and living their dreams, the Singh sisters have set an example for others to follow.
Meeta Bharvani, Director Marketing, Levi’s® India says, “The #IShapeMyWorld campaign is driven by the insight that in a world that still tries to restrain women from achieving their potential by fueling insecurities about themselves; whether it is about her ‘body’ or her ‘being’; there are an increasing number of stories of women who took their chances and beat the odds. Our objective is to drive compelling stories crafting a narrative that celebrates ‘her’ choices that ultimately shape her world, in the spirit of authenticity, originality, and purposefulness that is inherent to the Levi’s® brand.”
Since the last season, Levi’s® has gone a step further by taking this campaign on ground with a Live session. The Live session will see two of these inspiring women in an intimate conversation with a curated set of audience adding on to these power-packed stories.
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.
