MAM
Parle rolls out new TVCs for its 20-20 Cookies
MUMBAI: Parle has launched a new TV campaign for its 20-20 Cookies.
The objective of the campaign is to build “strong” consumer brand franchise amongst the target by positioning 20-20 cookies as quick snack ‘bhook ka anth turant‘ for today‘s generation through advertising, the company said.
The TVCs have been conceptualised and created by Ogilvy & Mather. There are three TVC‘s namely office, college and bus. All these three TVCs display an “entertaining” event involving situation affecting young adults. The problem of the “hole in the stomach” is resolved with brand that packs together a hygienic and tasty snack.
Ogilvy & Mather vice president Hirol Gandhi said, “Parle 20-20 cookies by virtue of its format and name naturally fits the quick snack proposition. We have further strengthened it by leveraging what it feels like when we are hungry. On an empty stomach, everyone and everything feels like a hindrance. A quick hunger fix is what resolves the tension. Our campaign demonstrates this, literally.”
Parle Products group product manager Mayank Shah added, “The creative brief was shared keeping in mind today‘s generation, who prefers everything very quickly. The objective of this TVC was to build strong consumer brand franchise for the brand amongst the target group by positioning 20-20 cookies as an ideal quick snack for today‘s generation through effective advertising.”
The commercials depict hunger pangs as a hole in the stomach. While the protagonist is aggravated, those around him seem unmindful of his discomfort. In fact they use his hunger to their advantage, even as he is fuming. The highlight throughout the commercials is the use of the hole (which depicts hunger) and its immediate disappearance on consumption of the brand. Cookies as a category promises indulgence and delight to consumers, they are thought to be occasion specific snacking option. Parle 20-20 cookies has been successful in making consumption of category occasion independent and more frequent.
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.
