MAM
Piping up for good Seagram’s Travel Gear backs real change makers
MUMBAI: Goodness, it seems, never goes out of style and now it comes with luggage tags. Seagram’s 100 Pipers Travel Gear, best known for championing causes bigger than commerce, has unveiled its latest campaign spotlighting real-life champions of change who live the brand’s philosophy of Be Remembered for Good.
The new film features an eclectic cast of changemakers: actor and Climate Warrior Bhumi Pednekar, actor and philanthropist Kunal Kapoor, lake conservationist Anand Malligavad, and eco-conscious entrepreneur Taran Chhabra, co-founder of Neeman’s. Together, they lend star power and substance to a campaign that urges society to put purpose before vanity.
The film captures their journeys from film sets and boardrooms to lakesides and sustainable workshops proving that small acts, when scaled, ripple into movements.
Pednekar, a vocal advocate for climate awareness, has channelled her celebrity into supporting NGOs, funding climate-related podcasts and documentaries, and hosting sustainability events. “I believe in doing things not just for a good life but for the greater good of our world,” she said, describing her partnership with 100 Pipers as a natural extension of her Climate Warrior role.
Ketto.com co-founder Kunal Kapoor who founded India’s largest crowdfunding platform framed his story through responsibility: “With great power comes great responsibility. I’ve championed a platform that ignites compassion, transforming small deeds into profound impacts.”
Malligavad, once a techie and now India’s most recognised lake revivalist, has restored Bengaluru’s water bodies since 2017, inspiring similar efforts nationwide. “My commitment to lake revival is equalled by my passion to inspire others to join this vital cause,” he said.
Meanwhile, Chhabra has reimagined footwear with Neeman’s, creating sustainable shoes that turn plastic into purposeful steps. “In my efforts to blend success with a cause, I have transformed plastic into steps towards a better world,” he remarked, echoing the brand’s ethos.
Launched under the Be Remembered for Good banner, the campaign is more than a glossy commercial. It is a clarion call to action, urging consumers to celebrate those who create ripples of change and to pick up the baton themselves.
By putting real changemakers centre stage, Seagram’s 100 Pipers Travel Gear has chosen to showcase that heroism doesn’t just belong to fictional characters, it thrives in citizens who fight for clean water, climate justice, sustainable fashion, and compassion at scale.
Because when it comes to leaving a legacy, this brand is reminding everyone: travel light, but carry goodness.
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.
