MAM
Rap, Dance or Beatbox to Find Your Restless
MUMBAI: In the second leg of the campaign which focuses on inclusivity, talent, and passion, Spykar Lifestyles has launched an online contest to discover fresh, young talent. The contest, in association with Hip-Hop & Urban Art Network, To The Culture, invites young talent to participate by rapping, dancing or beatboxing to the tune which Spykar Lifestyles created with Bollywood composer Raghav Sachar and visually impaired musicians Veer Mulraj & Sachin Patil.
The participants are required to create and upload a one minute video that showcases their talent while tagging the handles of Spykar Lifestyles (@spykarofficial), To The Culture (@totheculture) and using the hashtag #FindYourRestless. The rap and beatboxing videos will be judged by Gully Boy famed Ace aka Mumbai’s Finest and Dcypher whereas the dance videos will be judged by celebrity choreographer Tushar Shetty. The winners will get to record their creation, be featured in the video and win Spykar merchandise.
“Spykar is a fashion brand for the young & restless. Those who are passionate about their life goals, restless to be the best version of themselves, are also inclined to wear fashion which serves the same needs. Spykar is up there, calling out to all such individuals. Spykar has always associated with events and opportunities which resonate with the youth culture in this country.” said Saisangeeta Israni, GM Marketing, Spykar Lifestyles.
“The Hip Hop & Urban Art Culture represents a fiery, restless spirit that is embodied by Spykar as a brand. The contest will put a spotlight on the growing urban art culture.” said Paritosh Parmar, Founder, To The Culture.
The first leg of the campaign, which went live on 14th February, witnessed the release of a soulful music melody which was created by Bollywood composer Raghav Sachar and visually impaired musicians Veer Mulraj & Sachin Patil. Spykar, as a brand, truly believes that everyone who is living life to fullest, hustling and bringing out the most of themselves is already an achiever, this contest is just their way of giving the restless youth a platform to grow.
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.
