MAM
Madison Creative bags SAB account, 2 others
MUMBAI: It’s been a good week for Madison Creative. It has just bagged the creative duties of Shri Adhikari Brothers’ new channels ‘Mi Marathi’ and ‘Janmat’, as well as that of real estate developers Rustomjee and Teddy and Friends Baby pads and diapers and adult incontinence products of Nobel Hygiene.
The three accounts are worth a combined total billing pegged at Rs 150 million.
Sri Adhikari Brothers News & Television Network Ltd vice chairman and managing director Markand Adhikari said, “The channel business is becoming extremely competitive with a plethora of launches. We needed an agency who would put the client’s interest first and make a success of the channel. I believe Madison Creative always has the client’s interest at heart.”
Said Percy Chowdhry, director, Keystone Group: “Real estate is going to witness even more competition with foreign direct investments coming in. In such a scenario we wanted to associate with the best agency who will meet the international challenge. And we believe Madison Creative is the apt agency.’
According to Kamal Johari, director, Nobel Hygiene, “We have been in the market for five years now. Our customers are extremely satisfied with our product quality. It is time now to be very aggressive and for that we need a very professional agency with a good track record. And Madison Creative has a very good track record. They have made several brands leaders in the market place’
Madison Communications executive director Prabha Prabhu said, “We are delighted with winning three accounts in a single week. They are such diverse categories and all are equally challenging.”
Madison Creative’s win of these three accounts follows those of Deccan Chronicle, Neelkanth Group, Forbes Yellow Pages and Smart photography in the last few months.
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.
