MAM
Madison “Mates” Tanishq with Amol Palekar’s ‘Paheli’
MUMBAI: Madison Communications youngest entertainment unit Madison Teamworks FP&e (Mates) has chalked out an extensive and intrinsic tie-up between Tanishq and Paheli starring Shahrukh Khan and Rani Mukherjea.
As a part of this tie-up, Tanishq has designed and supplied all the jewelry used in the film.
The film is directed by veteran actor Amol Palekar and is due to release on 24 June. The promotions will go on air from 5 June.
Tanishq will also be launching a special collection of jewelry inspired from the film Paheli in the market, which will be promoted via a campaign wherein footage from the movie will be used.
This joint promotion also envisages:
In-store promotions: the film ambience will be created in the store with posters, etc
Shahrukh Khan and Rani Mukherjea autographed letters will be given out to each purchaser of this collection
Amol Palekar will launch the jewelry in Delhi
The film acknowledges the contribution of Tanishq in the opening credits of the film
The program ‘Making of the Film’ will have Tanishq marketing head Ruchira Puri speaking about the association.
“We have been working almost exclusively for all the films coming from Shahrukh Khan’s production houses, so when we got a brief from them on Paheli, we realised that jewelry will be an integral part of the film. We were aware of Tanishq’s product strategy of going back in time to add newer dimensions to their collection. We saw synergies, since the film gave Tanishq an opportunity to create a special collection inspired by the film which consumers would like to possess and the promotion of the collection would help promote the film,” says Mates CEO Darshana Bhalla.
Puri, on the other hand said, “Tanishq brings together a unique understanding of Indian tradition and the Indian woman. Paheli offered us a great opportunity to create timeless jewelry for a timeless love story, which brings alive the colors of Rajasthan. It was a challenging project for team Tanishq. Madison was instrumental in working out this tie up with the producers of the film Red Chillies Entertainment.”
What is unique about this association is that it has been able to go beyond mere product placement, and an integrated marketing program has been conceived and executed.
“If we have to compete in global markets we will have to begin with inculcating a culture, which is conducive to such integrated marketing programs. We have worked with Darshana and Sooraj for a long time now and we are sure that they will always safeguard our interest along with that of the clients. Even SRK is very comfortable with them and we intend to do a lot of work together,” says Red Chillies executive producer Sanjiv Chawla.
Other movies that Mates has been involved with are Waqt (Zoom), Virudh (Aviva), Kya Kool Hai Hum, Munnabhai 2, Krrish, Phir Hera Pheri.
Tanishq is a Tata company, which has grown consistently to become a Rs 6 billion company.
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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.
