MAM
Ogilvy Mumbai creates campaign for Mumbai Police
MUMBAI: Ogilvy has conceptualised a campaign for Mumbai Police. The campaign marks the launch of ‘Mumbai Ke Liye 1 Minute’ drive by the police.
The main aim of the campaign is to urge Mumbaikars to support Mumbai Police in tackling terrorism. Launching the campaign, Maharashtra home minister RR Patil: “The government and police are doing their best to ensure security in the city. However, we also appeal to the citizens to be alert.”
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Ogilvy Mumbai has developed a three-film campaign to start this drive. On the campaign, Ogilvy India national creative director Abhijit Avasthi, said: “How the campaign is pitched is extremely crucial when it involves Mumbai Police. We try to keep it interesting, simple and honest. It worked for us in our earlier campaign for Mumbai Police. Nobody likes to take down a set of instructions but everyone is open to receive a good message at the end of a sweet story.”
Elaborating more on it, Ogilvy Mumbai group creative director Harshad Rajadhyaksha said: “Mumbaikars are always on the run; forever racing against time. To make them pay heed, let alone act on safety measures, is a task easier said than done. Born out of that very insight was ‘Mumbai ke Liye 1 Minute’. It’s a callout to the citizens, reminding them that it doesn’t take much to make Mumbai a safer place.”
Ogilvy Mumbai group creative director Kainaz Karmakar added: “All it takes is a minute to look around. To make this point more dramatic we chose to weave stories around characters, who despite their physical challenges, manage to take a minute to look around, leaving viewers with a question in their minds – ‘If they can, why can’t I?’ A blind man, an old lady, and a pregnant woman play the part of good Samaritans.”
Many more activities are a part of this program across media. It promises to be a long-term initiative.
The films are directed by Gajraj Rao of Code Red Films. ICICI Bank has stepped forward to support this initiative.
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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.
