MAM
Marico looks beyond – uses hairstyling workshops to promote Silk & Shine
BANGALORE: Following a hairstyling workshop in Pune, Marico conducted a similar workshop in Bangalore on 18 June. This initiative was timed to match the start of the college year, will be held in other metros and mini metros.
Marico plans to have a fashion guru or a top end hairstylist to promote Silk-n-Shine as an after wash applicant to style hair in each of the cities where the workshops will be held. The workshop aims to show the youth how to look good and beautiful in a matter of minutes seven days a week.
Silk-n-Shine aims at addressing the styling needs of the youth and allows them to enjoy stylishly beautiful hair. Its unique selling proposition being – detangling hair making it soft and silky.
“We’ll be covering Hyerabad, Coimbatore, Lucknow, Chandigarh, Indore along with the major metros”, said Marico PR manager Sandhya Gupta while speaking with Indiantelevision.com . “A workshops costs anywhere up to Rs 50,000, depending on the city and the local talent, we’ve not ear-marked any budget for this initiative. We’ll see how it goes”, added Gupta. Ambience and MaCann handle their creatives while Madison media looks after its media duties.
Marico’s claims that it has leveraged it’s core source of competitive advantages- viz. branding, distribution, cost management, innovation and R&D to set up a fast growing franchise of new products and services. Their share in turnover has moved from three per cent in 2000 to 20 per cent in 2005.
Approximately, 56 million consumers packs are sold to 100 million consumers in 18 million households through a distribution network of 1.5 million outlets in India.
The Rs.10 billion revenue Marico group has 12 brands including Parachute, Saffola, Kaya, Sundari, Hair & Care, Shanti and Medicare which occupy a significant portion of the pie in their respective market segments. Their 34 Kaya Skin clinics are set up in a number of cities in Indian and the UAE. and the Sundari range of premium Ayurvedic skin care products are sold in the US and other countries
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.
