MAM
Red Digital orchestrates Miranda TweetMob’s second innings
MUMBAI: Digital agency Red Digital created the second TweetMob on 24 February for Mirinda.
With the hot Indian summer approaching, PepsiCo has launched a new campaign for its orange soft drink Mirinda. The campaign orbits around the theme ‘Pagalpanti Bhi Zaroori Hai‘ and is based on the thought that drinking Mirinda is an intense and inescapable experience that leaves one breathless.
The TweetMob started at 3 pm on 24 February with a question asking people what they thought was crazy enough around them to be called ‘PagalPanti‘. The TweetMob lasted till midnight during which time Red Digital created and managed conversation around the hashtag ‘PagalPanti‘. Through the TweetMob, Red Digital helped connect Twitterati and Facebook users who tweeted about the topic with various Mirinda branded hash tags creating a plethora of endorsements for the brand.
Red Digital chief operating officer Yashraj Vakil said, “We think of TweetMob as a Flash Mob on Twitter where our intention is to take over Twitter and engage Twitterati for a certain duration while plugging-in the brand connect. After the successful execution of the first TweetMob on 14 February it was a challenge for us to out-do ourselves with the benchmarks we set for Mirinda and more importantly prove to ourselves that it was not a one-off success by repeating it in a grander manner. It was great to taste success again and take over Twitter.”
The activity saw 3,700 tweets in the span of 9 hours for MirindaIndia. Every 50 tweets with ‘PagalPanti‘ helped the brand reach 7,990 people generating close to 0.6 million views. The agency informed in an official communiqué that the brand reach this time was five times of what the first TweetMob generated.
Red Digital founder and managing director Harsh Jain said, “The independence of ideating with a bold and social brand like Mirinda has given us the opportunity to explore and innovate. We are thankful as well as determined to create and execute many more path breaking ideas through our association with Mirinda.”
PepsiCo India executive vice president – marketing, beverages (flavours) Ruchira Jaitly said, “As marketers we continuously seek ways to engage with the consumers via innovative means. Mirinda‘s TweetMobs is a unique innovation on the digital space that utilizes the strengths of the medium effectively to communicate with our consumers on our latest initiative. The idea is fun and youthful and helped to create awareness of our new flavor campaign in a never-before fashion.”
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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.
