MAM
Orchard creates launch campaign for ISure
MUMBAI: Leo Burnett‘s Orchard Advertising has conceptulaised and executed the launch campaign for Piramal Healthcare‘s ovulation strips brand ISure. Marking a first in the Indian market, the product helps women know the two days of the month when they are most likely to conceive.
The agency has created a 30 second television commercial (TVC) to introduce the product by tapping into the anguish of a woman trying to conceive and used it to communicate the promise of the brand.
The film revolves around an expectant mother, her interaction with her baby bump, her realisation of what tomorrow will brin g, the happiness that will soon follow and her quest of becoming a mother to a beautiful bundle of joy.
As the viewer is shown an expecting mother‘s excitement, she reaches out for a cushion under her shirt, and straightens up before her husband walks into the room. A voice over informs the viewers that ISure helps women determine the two days in the month where pregnancy is most likely and thus helping them plan better.
Orchard Advertising Mumbai VP and branch head Partha Sarkar said, “The brief shared with us was a fantastic starting point. The challenge was to showcase I Sure as a means of inferring those two days when the likelihood of the conception is the highest and not fall in the trap of being taken as a remedy for infertility. Hence we thought that it would be a good idea to connect with all women looking to have a child and sharing with them the delight they will soon experience.”
Orchard Advertising Mumbai ECD Hemant Kumar said, “The idea was to romanticise the joy of pregnancy for the woman. It is the biggest change in her life and we wanted to help her celebrate it. On having spoken to our consumers, we found that there is a sense of completion they feel on having a baby and unfortunately a delay in pregnancy meant a delay in experiencing the greatest happiness in their lives. We wanted to bring this to light.”
The film has been produced by White Light and directed by Namita and Subir.
“The task was to design an environment that would allow us to stage this moment, without making the moment cheesy or juvenile. We decided on a simple song to hold and colour this section composed with lyrics by Rekha Nigam, scored by Zubin Balaporia and performed by Mahalaxmi Iyer. We chose to shoot it on film as opposed to digital video,” shared Subir.
“When a couple is suffering from delayed pregnancy, they get advice from all corners, and are completely confused with all the suggestions and remedies that they come across. Here is a product that will help them put things into perspective and be there for them in the security of their own home, leading to the diffusion of any confusion,” added Sarkar.
MAM
Debkumar Dasgupta joins Dangal TV as Head of Syndication
Veteran broadcast executive to drive international and national content sales
MUMBAI: Debkumar Dasgupta, a seasoned broadcast media professional with over 30 years in the industry, has taken charge as head of syndication at Dangal TV, overseeing both international and national markets.
Dangal TV, owned by Enterr10 Television Network, is a popular 24-hour Hindi general entertainment channel (GEC). Launched in 2009 originally for Bhojpuri movies, it has since pivoted to Hindi entertainment, with a focus on family dramas, mythology, and crime shows catering to both urban and rural audiences.
Dasgupta brings a formidable track record in content acquisition, syndication sales, and P&L management across ME, Africa, Asia-Pacific and Latin America. His career spans top media organisations including IndiaCast Media, Viacom18, MTV Networks, Catvision Products and Tee-Men’s.
Most recently, he was with GoQuest Media as group partnership and strategy head, managing partnerships and monetisation strategies across the region. He also served as vice president – content acquisition and partnership for Asia and Africa, negotiating deals for Turkish dramas and other high-demand content.
Earlier stints include senior vice president and business head roles at IndiaCast Media Distribution, steering ME&A and global syndication sales, and boosting the reach of Viacom18 channels such as Colors, MTV India, Colors Rishtey and News18 India across Asia-Pacific, South Asia, ME, Africa, CIS, CEE and Latin America.
Dasgupta began his media journey as senior director – network development at MTV Networks India, managing channel carriage and affiliate revenues, before moving into content sales and international business with Viacom18. He started in cable TV sales with Catvision Limited, handling nationwide dealer and distributor networks.
Known as a creative change agent, Dasgupta has consistently driven revenue growth, market share expansion, and efficiency improvements, combining deep market insights with hands-on leadership.
With his global expertise and strong cross-functional experience across sales, legal, marketing, programming, logistics and finance, Dangal TV is set to strengthen its content syndication footprint and expand its international reach under his leadership.
Dasgupta’s appointment signals an aggressive push to leverage ethnic content opportunities and emerging markets, ensuring Dangal TV keeps pace in an increasingly competitive broadcast ecosystem.
