MAM
Mobile Premier League partners with Prime Focus Technologies for content creation
MUMBAI: Prime Focus Technologies (PFT) announced that its brands division, PFT Brands, has partnered with Mobile Premier League (MPL), India’s leading mobile e-sports platform, to create multiple ad films and videos for the brand. PFT has created an extensive content inventory for MPL, in sync with the organization’s long-term, strategic communication goals. As a one-stop video agency, PFT Brands is handling all aspects of content creation for MPL – from conceptualization and scripting to production to postproduction.
As part of the collaboration, PFT has designed a series of ad films showcasing the wide variety of fun games available on MPL, including Rummy, Fantasy Cricket, Fantasy Kabaddi, Carrom, Fruit Chop and Pool. These films have been further localized in Tamil, Telugu, Bengali, Bhojpuri, Marathi, Kannada and Gujarati. Leveraging humorous narratives, the films pique viewers’ interest and inspire them to install the MPL app and start playing specific games. The ads are being showcased on both TV and digital platforms.
In addition, PFT has also created several testimonial videos for MPL which showcase positive real-life stories and experiences of MPL users who have won major cash prizes. The videos aim at inspiring consumers to download the MPL app and start playing to win. The PFT team shot videos of MPL winners from different parts of the country, highlighting their winnings and emphasizing how MPL has made their lives easier and better.
MPL vice president – growth Abhishek Madhavan said, “Our users are our ambassadors and thanks to them, we have grown to become India’s biggest mobile gaming and skill monetisation platform. We want to reach out to our users and involve them to reiterate the trust they have placed in us. The PFT team completely understood the user sentiments at play, and executed both the ads and the customer testimonials superbly. We are confident the campaign will be extremely successful, and we look forward to producing more such stellar work with PFT as our partner!”
PFT vice president – brand services Umesh Bopche added, “We are immensely excited to be partnering with an innovative market leader like MPL, and are grateful to their team for giving us this incredible opportunity. The content we have created for MPL is based on two key objectives – building brand awareness and significantly strengthening their user base. We look forward to creating a host of world-class videos for MPL in the coming months.”
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.
