MAM
Logicserve Digital rebrands to LS Digital as a part of global expansion
Mumbai: Logicserve Digital unveiled its brand-new avatar, ‘LS Digital,’ to its customers and stakeholders. The shape and fluidity of the logo has been retained while changing the name from Logicserve Digital to LS Digital.
LS Digital founder and CEO Prasad Shejale said, “We firmly believe that the best-of-breed, founder-driven companies with huge expertise, potential, and desire to change the digital marketing transformation landscape need to come under one platform.”
He further explained, “We will call this platform ‘LS Digital.’ It retains the legacy of our brand with two letters (L and S) at the same time, it provides digital as a core proposition to our customers through merged entities across six areas: media, creative & communication, CX, data & insights, tools – Adtech & Martech, and tech innovations.”
This new avatar will help brands to enable and accelerate their digital marketing transformation to stay relevant to their ever-changing, digitally-enabled consumers. It will further expand its existing media capabilities and help better serve the Indian market while setting the stage to become a leader in the global digital marketing landscape. LS Digital currently serves clients in India, the Middle East and Africa.
The rebranding of Logicserve Digital to LS Digital has been synced with two major developments:
Private equity through Florintree Advisors
Florintree Advisors, an alternative asset management firm known for funding startups such as ideaForge, Pharmeasy Wealthdesk, Freight Tiger, and FreshMenu, has also invested in LS Digital. The funds will be used to expand existing capabilities while also considering inorganic growth.
Florintree Advisors chairman Mathew Cyriac said, “LS Digital and Florintree shared the desire to build a leading global company out of India. This is a very exciting space, so our focus is to invest in existing capabilities and even acquire niche companies. It is a multi-stage deal with the commitment to infuse more funds as we move forward.”
Addition of Langoor Digital to LS Digital’s suite of Digital Marketing offerings
As a first step towards expanding its global footprint, LS Digital has onboarded digital-first creative agency Langoor to strengthen its service offerings for CX, digital design, and web3.0. Langoor expands LS Digital’s service offerings by allowing it to leverage its expertise in providing a better customer experience.
Adding to that, Prasad said, “LS Digital and Langoor share a very similar corporate vision of becoming an Indian global company. Coming together will enable us to achieve success on a much larger scale. Our core focus is on digital business growth for brands through media, creative, data & insights, and technology. While Langoor will focus majorly on the customer experience, enabling growth for our clients. Together, we will create transformative experiences for customers.”
Langoor CEO Venugopal Ganganna and COO Girisha Gowda added, “Digital marketing is in a constant state of change and innovation. Langoor’s DNA is about working out-of-the-box to deliver positive business outcomes. We are delighted to join LS Digital and look forward to scaling new heights.”
The merger of Langoor and LS Digital adds very strong service offerings under CX. Their ground-breaking projects in the metaverse have allowed some of the world’s largest brands to test the waters in the metastore and web 3.0, gaining a competitive advantage in their respective industries.
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.
