MAM
Moe’s Art gets a reel deal as Shantanu Anam joins as creative director
MUMBAI: When storytelling meets strategy, the screen just got sharper. Moe’s Art, the creative-first communications consultancy, has appointed Shantanu Anam as its new creative director, signalling a bold push into video-led content across brand films, commercials, and original productions.
With over a decade of experience spanning OTT content, digital media, theatre, and screenwriting, Anam rose to prominence with the viral web series Baked. He has since worn multiple hats writer, actor, director across platforms like All India Bakchod and Arre. Most recently, he served as content head at the Jio-backed media company NEWJ, where he wrote Hotstar Special’s Pariwar and produced Happy Hour. He also starred as Debu in the critically acclaimed dark comedy Dilli Dark, praised for its razor-sharp social satire.
A Syracuse University alumnus, Anam is tasked with strengthening Moe’s Art’s video content vertical, while also expanding the consultancy’s footprint as a brand solutions partner. The focus will be on multi-format storytelling digital-first videos, on-ground activations, and original IPs such as Happily Never After and The Anti-Agency Show aimed at building deeper audience engagement and meaningful brand connections.
Moe’s Art co-founder Vishaal Shah said, “In an increasingly cluttered world where AI often adds to the noise, it has become more important than ever for brands to truly connect with their audiences. Shantanu’s versatility across theatre, digital, and OTT brings a fresh creative edge to what Moe’s Art can offer its clients. With his leadership, we aim to craft storytelling that resonates deeply and sets new benchmarks in branded content and audience engagement.”
Adding his perspective, Shantanu Anam said, “Storytelling is the heartbeat of meaningful communication. At Moe’s Art, I am excited to build on that belief by pushing creative boundaries to craft original, compelling content. My goal is to create work that builds a genuine connection between brands and their audiences’ stories that audiences embrace, and brands can be proud of.”
With Anam on board, Moe’s Art is poised to turn up the volume on video-first storytelling, proving that when creativity and strategy collide, even brands get a standing ovation.
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.
