MAM
Mankind Pharma launches Docflix, an OTT platform for doctors
Mumbai: The leading pharmaceutical company Mankind Pharma has announced the launch of Docflix, an OTT platform only for doctors. Along with building scientific content through the expert team of doctors, Mankind Pharma has also hired the National Institute of Design pass-outs team to ensure the best representation of data and figures, directors and scriptwriters who can weave science into a story to deliver the message in a fun and engaging way.
With the launch of Docflix, the company is committed to bringing world-class content and technology to Indian doctors under the parent umbrella of Mankind Pharma. The new vertical will add to the commitment of the company to “serving life” and ensure to put knowledge first for Indian doctors.
The platform will have twenty different shows on varied subjects, a few shows include Science simplified, Legend inside the white coat, Stitch in time, Cardio Unflip, Digital for doctors, Medico legal Cases in India and Vantage point.
On the technology side, the team is building an AI-enabled personalized interface to deliver individual experiences on the platform. Technological innovations are aimed to deliver convenience to consume content.
Leading expert doctors in cardiovascular space have already partnered with Mankind to build reliable and authentic content that helps doctors in taking clinical decisions faster and thereby aid in reducing cardiovascular mortality rate in the country, which have become the leading cause of mortality in India.
There are several platforms for Doctors to deliver routine content, however, with changing times content delivery formats have become redundant and repetitive. Also, doctors have limited time in our country considering the large gap of doctor to patient ratio. Considering, this Mankind pharma is taking conscious steps to deliver engaging scientific content created by doctors specialised in their fields, in short, and video formats.
Announcing the launch, Mankind Pharma senior president India business Sanjay Koul said, “We are happy to announce our launch in the Digital HCP engagement space with Docflix. It is a new age OTT platform with a wide range of scientific content tailored to various practice needs of Doctors. Design, Story and Convenience are three strong pillars of the platform that will deliver unique, authentic and reliable scientific content.”
Mankind Pharma president of India speciality business Atish Majumdar said, “One of the greatest disruptions that the pandemic has caused is the way we, as humans, have perceived learning.”
“Docflix is but a manifestation of Mankind’s understanding of the new definition of learning and is meant to be a platform that will not only present the best of medical science but also delve into the art behind the science. With Docflix, we at Mankind envision a new age global knowledge platform that will be a humble partner in the learning journey of all our doctors. The platform is launched by the newly set up digital team at Mankind under the guidance of head of digital Rinkesh Shah. The new team brings in a plethora of experience in the HCP engagement space and has overseen the growth of the doctor platforms space in India and Asia in the last decade. The team is uniquely equipped to deliver on the promise.”
On this, Rinkesh Shah said, “It’s important that scientific content is simplified and made interesting for doctors to consume in a short time. The need for continuous education for doctors is very high and thus we at Mankind are committed to making this journey of doctors convenient and engaging. We aim to offer an uncompromised world-class quality experience with reliable scientific content from Indian and global experts and a platform enabled with the latest technology in the OTT space.”
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.
