MAM
Rupa frontline signs on Sanjay Dutt as its brand ambassador
MUMBAI: With summer at its peak, Rupa Frontline vests have entered the market with a new spin. The brief company have come out with a new oxyfresh weave to keep the body fresh and cool all day.
Rupa Frontline’s previous base line was Yeh Aaram Ka Mamla Hai is still quite rampant in the consumer’s mindspace. The brand is making a slight adjustment that will revolve around the same theme but will be showcased a little differently, as it re-launches with the new Oxyfresh Knit. The new campaign for Rupa Frontline will have Sanjay Dutt as the brand ambasador.
Rupa Frontline is made from smooth, super combed cotton with a twofold stitch for a snug fit. Apart from having special absorbent properties this new Oxyfresh weave also allows the fibre to breathe and the skin to breathe through it hence keeping the body fresh and cool throughout the day.
The New Rupa Frontline TV Commercial starring Sanjay Dutt will make a dash for the small and the big screens from the first week of May.
Speaking at a Press Conference to introduce Sanjay Dutt as the new brand ambassador as well as announce the launch of its new range of Frontline products, Rupa and Comonay chairman P R Agarwal said, “It is indeed a matter of pride for us that Sanjay Dutt has agreed to be the brand ambassador for the Frontline range of Rupa. It has been the policy of Rupa to rope in the top-rung celebrities to endorse some of its products. The macho image, which he represents, will go hand-in-hand with the profile of the Frontline range of products.”
Rupa’s product portfolio includes innerwear, casual wear and winter wear for men, women and children.
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.
