MAM
Lowe Lintas & Partners conceptualise new Godrej Hit TVC
MUMBAI: Godrej Consumer Products has launched a new television for its mosquito and cockroaches spray brand Hit.
Conceptualised by Lowe Lintas & Partners, the campaign‘s tagline says ‘Ungli Nahi, Hit Uthao. Lal Hit‘.
According to the agency, the communication task is to make Hit more relevant by establishing the fact that Cockroaches are dangerous and harmful. Through the campaign, the agency has aimed to make women aware that Cockroaches breed and live in filth and can spread diseases like typhoid, Gastro, food poisoning and diarrhoea.
The campaign instead of just telling people to kill cockroaches with Hit, which they already know, aims to educate people on the ‘Why‘.
Lowe Lintas and Partners NCD Arun Iyer said, “The campaign thought of ‘Ungli Nahi, HIT Uthao‘ came from the consumer insight that generally people have this tendency to blame external factors for any kind of illnesses that have cropped up in the family, whereas the problem could very well be at their homes itself. The two commercials have been created with a slice of life emotion and have an authoritative character in each of them who are hurt by the protagonist‘s accusation of holding them responsible for the reason behind the illnesses while the problem is the cockroaches in their home.”
Godrej Consumer Products VP Marketing Ajay Dang added, “With the rampant urbanisation in India and changing consumer lifestyles, home structure and introduction of modular kitchens this problem is only increasing. As a leader it‘s our task to educate the consumers about the diseases caused due to cockroaches.”
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.
