MAM
Ozone stresses on power of vote with ‘Ab Chalegi Finger Key’ campaign
Mumbai: With the election season upon us, Ozone, a homegrown Indian brand in the digital ‘locks and safes’ segment has launched the ‘Ab Chalegi Finger Key’ campaign. The campaign metaphorically demonstrates the connection between Ozone’s digital lock and electronic voting wherein one can open a lock using one finger and simultaneously vote for a better future.
Conceptualised and executed by Dentsu Impact, a dentsuMB Company & the creative agency from dentsu India, the 360-degree campaign will be promoted across print, radio, digital and OOH. Furthermore, the brand has launched an IP (Intellectual Property) in association with news channels – NDTV and ABP. The multi-episode program on the news channels nudges the voters to make the right choice for themselves and the society at large. It also includes an exclusive anthem to help attract mass appeal and celebrity endorsements along with on-ground interviews with audiences and debates.
“Through this campaign, we aim to sensitise people that by exercising the power of their finger they can choose the right government for better security and progress just like with a swipe of their fingers they can secure their valuables,” said Ozone Overseas president Abhishek Aggarwal. “We are consistently working towards enhancing the customer experience by altering the traditional usage of keys with our digital key that effortlessly eliminates the breach of security system, allowing the consumer more control and efficiency,” he further added.
The campaign follows closely in the wake of the brand’s ‘Guccha Singh Campaign,’ urging people to move from a ‘Chabiyoun Ka Guccha’ (bunch of keys) to the new age digital locks with multiple access mode that gives ‘unmatched security with utmost ease.’
“Elections give that one chance to the voters to exercise their rights for a safe, secure and brighter future. By using the power of the voting finger, they can make changes that really matter,” remarked Dentsu Impact executive vice president Ujjwal Anand. “‘Is baar kiski chalegi,’ ‘is baar kaun ayega,’ ‘satta kisko milegi’ are all turn of phrases that we get to hear particularly around the election frenzy. We decided to give a spin to these phrases and hinge our campaign articulation around the verbiage.”
“While in the earlier campaign the mascot we created was around a popular face and larger than life ‘Chabiyoun Ka Guccha’, this campaign takes the engagement to a different space, by tapping into the culture of elections and voting in India; the finger as a voting tool, readily recognisable, took the centre stage,” said Dentsu Impact executive creative director Mayank Khattar. “We used the finger as a symbol of power in people’s hands. The overall tonality of the campaign has been thought-provoking, urging people of states where the elections are being conducted, to acknowledge and exercise their voting rights and choose a better, progressive future. Just like our digital locks that take the security of our homes and valuables to a different level that too with five access modes, giving the control in people’s hands. The instant connection of the people with the empowering index finger is striking.”
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.
