MAM
Life OK joins hands with UFO to promote ‘Savitri’
MUMBAI: Life OK has launched a new disruptive marketing campaign. For the launch of its latest offering Savitri, the Hindi GEC has joined hands with UFO Moviez to initiate a unique cinema advertising campaign for GEC shows.
For ‘Savitri’, the channel has compiled a four-minute promotional film. This is the first time a Hindi GEC show is being played first time in cinema advertising in digital theatres coinciding with the new film releases of the week.
Life OK created an impact on its target audience by introducing them to the story and the characters through the 4-minute content capsule and thus utilised the strength of UFO’s network in the Hindi speaking markets in an excellent manner. These content capsules are being showcased in around 230 screens in Hindi markets of UP, Delhi, Gujarat and Mumbai during the screening of various new movie releases.
Life OK marketing head Pratik Seal said, “Life OK has always been a firm believer in the term Disruption, whether in terms of content or our marketing strategies. UFO Moviez is a popular platform with a huge reach in Hindi Heartland. We are delighted that along with UFO Moviez, we were able to introduce our show and capture the attention of our audiences.”
UFO Moviez CMO and national sales head enterprise ad sales Siddharth Bhardwaj said, “We are delighted to have partnered with Life Ok, this partnership is an example of how UFO continuously makes an effort to innovate and provide value to the brands advertising on its network. It’s the combination of UFO’s network strength, execution expertise and innovation that has delivered the desired impact for the campaign.”
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.
