MAM
Nutrica lights up Diwali with a dash of joy, love, and everyday magic
MUMBAI: Diwali may be about lights, but Nutrica’s new festive film proves it’s the laughter that truly sparkles. With a blend of nostalgia, warmth, and playful mischief, Nutrica by BN Group has rolled out a campaign that celebrates the festival not through grandeur, but through those perfectly imperfect, joy-filled moments that define an Indian home during the holidays.
The video captures the heartbeat of modern Indian celebrations, kids running barefoot with sparklers, parents sharing a laugh while tackling festive chores, and grandparents passing down treasured traditions. It’s the kind of film that smells faintly of home-cooked sweets and echoes with the laughter of generations coming together.
What makes the campaign stand out is its gentle reminder that Diwali doesn’t have to be a balancing act between duty and delight. From prepping the kitchen to setting the table, Nutrica turns everyday moments into emotional fireworks showing how the smallest gestures of care can light up the biggest celebrations.
“Diwali is about preserving traditions for future generations while allowing for enjoyable and carefree times,” said Nutrica by BN group director and business head for FMCG Sparsh Sachar. “Our goal with Nutrica is to honour both tradition and contemporary family life while making these festivities simpler and joyful.”
In essence, the film celebrates the choreography of a modern Indian Diwali where everyone has a role to play, and the magic lies in the mess, the multitasking, and the shared laughter. Whether it’s the father teaching his child to light a diya or a mother sneaking a bite of mithai before guests arrive, Nutrica’s lens finds beauty in the everyday.
The campaign now live across Nutrica’s social media handles, including Instagram and LinkedIn encourages viewers to relive the festival’s golden moments and share their own stories of joy and togetherness.
Because in Nutrica’s world, Diwali isn’t just about shining bright, it’s about glowing together.
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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.
