MAM
Manyavar Mohey ropes in Rashmika & Vijay for ‘made for each other’
New musical campaign celebrates quirky chemistry and wedding magic.
MUMBAI: Rashmika and Vijay just turned “not made for each other” into the catchiest wedding anthem because when two superstars bicker in style, even the lehenga and sherwani start blushing. Manyavar Mohey has launched its latest emotion-led campaign, ‘Made For Each Other’, starring Rashmika Mandanna and Vijay Deverakonda in a high-energy, fashion-packed musical that captures the playful nok-jhok and eventual heartfelt connection of a modern couple. The TVC, conceptualised by Shreyansh Innovations and composed by Amit Trivedi, begins with the duo clashing over twinning plans “Twinning ka plan tha, yeh kya hai pehna?” fires Rashmika, met with Vijay’s quick “Rizz kar raha hai tera hero, hai na?” before the banter melts into tender confessions that their differences only make them stronger.
The film ends on a breathtaking visual high, Vijay in a sharp Manyavar Indo-western ensemble and Rashmika glowing in a Mohey lehenga, delivering the brand’s core message that every couple is perfectly ‘Made For Each Other’.
Vedant Fashions Limited chief revenue officer Vedant Modi said, “At Manyavar Mohey, we don’t just dress weddings, we become part of the memories that define them. Rashmika and Vijay, with their effortless charm and relatability, were the perfect choice to bring this musical story to life.”
Vijay Deverakonda added, “Manyavar Mohey has always been about celebrating bonds that grow stronger through everyday moments, and that’s exactly what this campaign represents.”
Rashmika Mandanna noted, “Manyavar Mohey has a beautiful way of celebrating weddings through emotion and storytelling, and that’s what made this association special for me.”
The campaign rolls out across television, digital, print, cinema, outdoor, social media, and PR, timed to ride the wedding and festive wave. In a season where every couple wants to feel uniquely matched, Manyavar Mohey’s musical bet on ‘Virosh’ chemistry proves that the best love stories and the best outfits are the ones that embrace every quirky difference.
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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.
