MAM
Radhika Apte launches her first ‘all-inclusive’ fashion collection in association with IS.U
Mumbai: Renowned Bollywood actress Radhika Apte has launched her very own fashion collection in association with homegrown fast fashion brand IS.U this February. The collaboration aims to empower women to be the best version of themselves by creating styles that are contemporary, millennial and unique to the Indian body type – pioneering a huge step forward in supporting body positivity, self-love, and acceptance for the ‘all-inclusive’ Indian woman.
“When I read about IS.U and the message it stands for, I knew this was the brand I wanted to associate myself with. IS.U’s ideologies instantly matched with mine. In a world that is obsessed with perfection, it is important that we don’t succumb to the unrealistic standards set by society. We do not realize that it is not about breaking the norm; it is about creating the norm. This project is extremely close to my heart as it stands for self-acceptance, self-love and embracing oneself, wholly” said Radhika Apte.
Link to the collection: https://isufashion.com/collections/isubyradhika
With over 70 styles currently available and 80 new styles added each week starting today, the Radhika Apte X IS.U collection embodies a brand that lets you be you. A milieu of comfort and confidence, the collection sources fabrics best suited for Indian weather conditions keeping in mind all the top trends of 2020. Each piece has been handcrafted keeping in mind the independent and empowered girl bosses of today, who are always busy and on the go but still want to look effortlessly stylish.
Excited about collaborating with Radhika Apte and collection, Rashi Menda, CEO & Founder, IS.U mentions, “IS.U has taken the shopping experience a step forward, by not only restricting it “looking good”, but also focusing on “feeling good” and “being YOU”. The boldness and confidence that Radhika Apte carries is something that fits perfectly with the aim of this collection. To create styles that fit effortlessly on the unique Indian body type, we have invested 9 months in getting the shape and measurements right. That’s pretty much like birthing the new size standard. We are sure this collection will make everyone feel effortlessly YOU!”
In today’s world of social media, where people are busy portraying their perfect lives, there is immense pressure on millennials to live up to this perfect image, the perfect body type, the perfect color, the perfect shape. Creating unrealistic expectations and insecurities, browsing through size zero Instagram pictures doused with umpteen filters often make people feel compelled to hide under oversized and baggy clothes. The IS.U brand exists at the intersection of fit, trends and personal style – providing comfort and trendy offerings in the mid-segment fashion market. Hence the collection was conceptualized with three magic words: Fit, Fabric, and Finish. This a-la-mode collection is designed to replicate armor for one’s frame.
Radhika will be seen donning these styles this summer as she also promotes the key message of ‘body positivity’ and ‘fashion inclusion’ via an exclusively digital media campaign with the brand.
The Radhika Apte X IS.U collection is now available on Zapyle.com and isufashion.com – Zapyle is an e-commerce platform for women who love fashion, all the options are curated as per user’s preferences, where they only see what they would really like to purchase. It will also be available on top e-commerce platforms such as Myntra, Flipkart, Amazon, Limeroad, and Ajio.
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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.
