MAM
Santa Checks the Wires Before the Lights Go On This Christmas
MUMBAI: Before the fairy lights twinkle and the carols begin, Santa does a quiet safety check. That’s the festive twist in a new Christmas film from Polycab, which nudges viewers to think about what truly keeps celebrations glowing safe wiring behind the walls.
Set inside a cheerfully decorated home, the film follows Santa as flickering Christmas lights catch his attention. Concerned, he switches to X-ray vision, peering beyond the décor to inspect the home’s electrical backbone. The moment lands gently but clearly, festivities rest on safety. Santa’s solution is simple and symbolic Polycab Green Wires placed under the tree as a reminder that protection, not sparkle alone, powers the season.
The film spotlights Polycab Green Wires+, which are positioned as a safer choice for modern homes. Built with 99.97 per cent pure copper, enhanced heat resistance and materials designed to reduce smoke and toxic emissions during emergencies, the wires underline the brand’s message that celebrations should never compromise safety.
Running across television, digital platforms and social media through the New Year, the campaign has been released in Hindi and Malayalam, supported by festive influencer integrations and in-store visibility. The tone stays light and seasonal, but the message is unmistakable: while Christmas may shine brightest on the outside, what matters most is what’s safely working within.
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.
