MAM
PNB MetLife JBC creates history: Over 41K participants, 28K matches in seven editions
Mumbai: PNB MetLife Junior Badminton Championship (JBC) has concluded its seventh edition with unprecedented success, achieving a spectacular World Record recognised by the World Record Certification Agency (WRCA). The seventh edition secured the prestigious title of the ‘Most kids participating in a Badminton Championship in multiple cities,’ surpassing its own record set in 2022.
Launched in 2015, PNB MetLife JBC has evolved into one of the nation’s largest annual open platforms for young badminton enthusiasts, engaging over 41,000 participants in more than 28,000 matches over the past seven editions. The success of PNB MetLife JBC is attributed to well-planned and executed marketing efforts, contributing to the growing anticipation around the event each year.
Record-Breaking Journey: From its humble beginnings in 2015 across four cities, the championship has expanded exponentially, covering 10 cities in the latest seventh edition. The anticipation builds annually as players and badminton enthusiasts eagerly await this iconic event, contributing to its growing popularity. The seventh edition witnessed the extraordinary participation of 8257 young champions, reflecting the championship’s commitment to fostering badminton talent at the grassroots level.
Asian Games Gold Medallists as Mentors: The 2023 edition saw the inclusion of Asian Games Gold Medallists, Chirag Shetty & Satwik Rankireddy, who have recently been nominated for the Khel Ratna as PNB MetLife JBC mentors. Their invaluable guidance and expertise significantly contributed to the championship’s success, inspiring young talents to aim for excellence and enhancing the event’s prestige.
Beyond records and numbers, JBC remains a significant platform for aspiring young badminton players. Initiatives like the JBC Boot Camp, an online badminton academy offering tutorial videos by renowned coaches and badminton players, including U. Vimal Kumar, Vijay Lancy, Anup Sridhar, and JBC Mentors Satwik & Chirag covering topics such as badminton techniques, mental ability, fitness, and nutrition. These tutorial videos from badminton stalwarts provide young athletes with professional training across three levels – Basic, Intermediate, and Advanced.
Another initiative introduced was the JBC Virtual Dugout. This initiative was launched during COVID-19 and allowed young shuttlers to directly connect with the top badminton players and experts from the safety of their homes and seek advice and tips on how to stay fit and practice their skills to come back strong post-lockdown. These experts also encouraged the young athletes to ‘Eat Right, Play Hard’ and offered advice on how to retain focus and mental strength.
PNB MetLife MD and CEO Ashish K Srivastava expressed, “The PNB MetLife Junior Badminton Championship has evolved into a catalyst for talent development in badminton, nurturing emerging athletes into future stars. The extraordinary feat of securing the World Record for the highest number of participating kids in a badminton championship for two consecutive years underscores our commitment to shaping the future of badminton in India. As we look ahead to future editions, our focus remains on promoting sports and youth development on a broader scale, actively contributing to the growth and well-being of young athletes across the country.”
PNB MetLife head of marketing Sourabh Lohtia added, “As we celebrate the success of the seventh edition of JBC, our commitment to expanding its reach and impact in the future remains strong. The journey from a modest 300 registrations in 2015 to shattering the world record with 8255 participants in the 2023 edition illustrates the escalating interest from aspiring shuttlers, emphasizing the prominent standing PNB MetLife JBC has achieved. We are confident in the continued success of JBC and anticipate even larger participation from young shuttlers in future editions.”
Rewarding Excellence: In the seventh season, Rs 30 Lakhs were awarded to the young champions across ten cities, reflecting PNB MetLife’s dedication towards creating a platform that is centred around identifying, nurturing, and supporting emerging talents in the Olympic sport of badminton, furthering the mission to safeguard and empower Indian aspirations at the world stage.
Overview of PNB MetLife’s JBC Journey:
- 2015: Launched with 4 cities, witnessing over 3000 registrations.
- 2016: Expanded to 8 cities, with 5500 registrations.
- 2017: Reached 10 cities, with over 5800 registrations.
- 2018-2019: Continued growth, expanding to 10 cities and attracting over 8000 and 9500 registrations respectively.
- 2019: JBC Boot Camp launched, offering online training modules by renowned coaches and players.
- 2022: Expanded reach to 12 cities, attracting over 8000 registrations.
- 2023: Covered 10 cities, attracting 8257 participants.
- Overall: Since its inception in 2015, PNB MetLife JBC has engaged over 49,000 participants, with over 34,000 matches played.
At PNB MetLife, we believe that physical fitness is as important as the fiscal fitness of individuals. We work not only to help our consumers realize their financial goals but also to attain a healthy way of living.
As PNB MetLife continues its journey to promote badminton excellence, the seventh edition of JBC stands as a testament to the championship’s evolution and its pivotal role in shaping the future of Indian badminton.
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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.
