MAM
Niva Bupa adds a fresh perspective to Diwali gifting with new campaign
Mumbai: Niva Bupa Health Insurance, formerly known as Max Bupa Health Insurance, has launched a digital campaign to kickstart the Diwali festivities. The campaign, conceptualised and executed by Leo Burnett, has been designed to celebrate the festival of lights with more enthusiasm and joy this year by giving a token of good health to our loved ones to enable them to live life to the fullest, without any financial constraints.
Since the tradition of gifting is synonymous with Diwali, on this occasion, Niva Bupa is introducing a new concept of gifting this festive season and urging everyone to light up each other’s lives by gifting a comprehensive health policy to secure the near and dear ones against any kind of medical emergency.
In the digital film, the protagonist, who is visiting home for his first Diwali since he started working, can be seen exploring Diwali gift options for his parents. He wants to give them something special to make the occasion memorable. He asks his friends for recommendations but is unable to decide on the perfect gift. Just then, a eureka moment strikes him when his mother is urging him to take care of his health. That’s when it occurred to him that the gift of health would be the best gift for his parents. Therefore, on the day of Diwali, he hands over a Niva Bupa health insurance policy to his parents so that they can live their life carefree without worrying about their medical expenses.
Speaking of this campaign, Niva Bupa Health Insurance senior vice president and head of marketing Nimish Agrawal said, “We are happy to announce the digital campaign this Diwali, in our attempt to light up the lives of everyone around us. Let’s celebrate this festive season by securing the lives of our loved ones and special ones by gifting them health insurance to secure their health and wealth for the future. The campaign has been designed to add a new flavour to Diwali gifting and we hope it nudges everyone to give a gift of good health to the ones who gave us the gift of life. This Diwali, ‘Zindagi Ko Claim Kar Le.’”
Sharing his thoughts on the creative front, Leo Burnett executive creative director Mayuresh Dubhashi said, “Usually communication around health insurance tends to be grim. With this campaign, we wanted to celebrate good health, and our film brings this forth with a heart-warming story. Gifting your loved ones an insurance plan which helps them live life to the fullest.”
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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.
