MAM
Parle Products partners with ‘Celebrity Cricket League’
MUMBAI: Parle Products has announced its association with CCL- ‘Celebrity Cricket League’ which brings together India’s most popular hobbies- Cricket and Films.
The fifth edition of this popular celebrity sporting series will see the participation of eight teams; Mumbai Heroes, Telugu Warriors, Bhojpuri Dabanggs, Kerala Strikers, Bengal Tigers, Veer Marathi, Karnataka Bulldozers, and Chennai Rhinos competing on the field of Cricket.
The Celebrity Cricket League is a non-professional league that brings together celebrities from the Entertainment Industry and has evolved into a huge rage amongst viewers. Parle Products will present consumers an enhanced experience at the celebrated event which includes a specially minted coin which will be used for all coin-toss for each match. In addition to this, Parle will also have branding across all the stadiums including branded score cards.
Speaking about the association, Parle Products deputy manager marketing Mayank Shah said, “In India, cricket and films are religion, CCL is fusion of both. This makes it a perfect platform for us to connect with our audience. The T20 format of CCL gels perfectly with our brand Parle 20-20 cookies and will establish an instant connect with our target audience”
In keeping with the exciting spirit of the league, Parle Products aims to engage the young audiences and create unforgettable moments with them at the Celebrity Cricket League 5′ that will commence on Saturday 10 January 2015.
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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.
