MAM
#MainFarkNahiKarta, says Tata Green Batteries & WATConsult’s new campaign
MUMBAI: Tata Green Batteries has come out with a new digital campaign titled #MainFarkNahiKarta to mark the revamp of its product line.
Centering around the theme of Naye India Ki Nayi Battery, the campaign designed by WATConsult aims to reach out to every Indian by portraying the importance of celebrating each other’s differences rather than discriminating because of them. Through its previously launched campaigns including #IndiaKiBattery, Tata Green Batteries has strived to highlight and commemorate a changing India. This time around too, it’s building on the same premise to promote the brand’s ethos.
The campaign comprises a digital video commercial, which, apart from Hindi, has been launched in three other languages – Tamil, Malayalam and Telugu. This will help extend the brand’s reach manifold and stay thoughtful to the diversity of the Indian audiences. Having kicked off with intriguing teasers, the campaign also includes online contests, providing a platform to the viewers to express their opinions on the brand’s new catchphrase #MainFarkNahiKarta. Additionally, to strengthen the communication objective, live interactive sessions with senior management have also been arranged.
Tata Green Batteries CEO Ravi Gupta said: “This concept revolves around the philosophy of equal rights for every Indian. It also entails that we believe in One Nation. Similarly, we don’t differentiate amongst our customers; we treat all of them as equal and serve them with the same passion, zest and energy every day, every time. Which is why we like to say #MainFarkNahiKarta.”
WATConsult CEO Heeru Dingra added, “#MainFarkNahiKarta takes a sentimental approach to effectively put across the brand’s ethos of moving towards a new India. Presenting some highly relatable nuances from our day-to-day lives, the campaign salutes all those who do not discriminate on any basis by simply showcasing some small yet big differences that usually go unnoticed by each one of us.”
The brand has a wide range of categories that it caters to. These include 2W, Tractor, PV and CV. The campaign, with its inclusive attributes, appropriately targets all these lines-of-business.
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.
