MAM
Out-of-home still rules the streets as brands chase the last unskippable medium
MUMBAI: At Goafest 2025, the session ‘Ignite The Attention – The Last Unskippable Medium’ spotlighted the enduring impact of out-of-home (OOH) advertising. The panel, moderated by Indian Outdoor Advertising Association (IOAA) CEO Praveen K Vadhera brought together industry heavyweights who argued that while screens can be skipped, billboards can’t be scrolled past.
Adani Group head of corporate branding Ajay Kakar opened the discussion by cutting through the jargon. “Stop dividing media into digital and non-digital”, he said. “What matters is strategy for the consumer, not the medium”. Kakar called on the industry to steer clients, not just serve briefs, and stressed that OOH creatives must be original—not borrowed from print. “The idea is what truly matters—it must create impact”.
Times Innovative Media (Times OOH) CEO Shekhar Narayanaswami defined the category in plain terms: “OOH is the experience of stepping out”. He described the medium as a counter to screen fatigue, offering unavoidable visibility. He added that combining physical ads with social media can amplify brand recall.
Adonmo MD Sandeep Bommireddi reframed digital as a horizontal shift across all media. “Integration, not isolation”, he urged. OOH, he argued, is already evolving into smarter formats through tech overlays and data targeting. “Choose media based on your audience—not out of habit”.
Platinum Communications and Madison Retail Paradigm CEO Dipankar Sanyal emphasised that “gut instinct is no longer king”. Today’s OOH is data-rich, performance-tracked, and measurable. “We now speak in the language of impressions and outcomes”.
Karukrit Advertising VP Promita Saha brought the consumer lens into focus. “The consumer comes before the canvas”, she said, advocating for OOH stories that adapt to cultural moments. “Melas and local events are missed opportunities when we reuse print assets. The environment deserves its own narrative”.
Together, the panellists agreed that OOH is more than a medium—it’s a mindset. One that blends tech, culture, creativity and commerce in an unskippable format.
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.
