MAM
Parle Products rallies for a cause this Holi with ‘Holi Ke Mazelo’ campaign
MUMBAI: Parle Products has launched a new digital film on the occasion of Holi titled ‘Holi Ke Mazelo’. The digital film carries the crucial message of water conservation during the festival and features its popular fruit flavored candy Mazelo. The film aims to sensitise people to the fact that the festival of colours can be celebrated with equal fun and gusto while being environmentally conscious at the same time.
The film opens on a playful and fun note with two children discussing how they plan to celebrate Holi this year and unfolds to reveal their resolve to conserve water during celebrations due to its scarcity. The digital film carries a message that if children understand the necessity to save water during Holi then why not everyone else. The film closes with the tagline ‘Iss Holi Paani Nahi, Khushiyon Ke Mazelo’.
Speaking about the campaign, Parle Products senior category head Krishna Rao said, “Holi occupies a special place in each of our hearts. We all cherish such exciting memories of the fun we would have with colours during the festival while growing up. This year, our objective was to stir up the nostalgia that we all have around playing Holi and simultaneously remind everyone that the essence of the festival lies in the fun that’s shared while playing it rather than how it is played. From there, it was only apt to bring Mazelo into the picture, being the popular and colourful and fun filled brand that it is.”
Director Hardik Patel and producer Trupti Kataria who have both been associated with advertising for 10 years now, were really excited when approached for the Parle Mazelo film. “It’s a great initiative by Parle! We wanted to create a film that not only encourages people to conserve water during Holi but also keeps the spirit of the festival intact. In today’s day, this connect is absolutely necessary and is, ultimately, for the greater good.”
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.
