MAM
Scarecrow M&C Saatchi creates a trilogy of digital films for Wagh Bakri Tea
MUMBAI: Scarecrow M&C Saatchi continues to add value to its relationship with Wagh Bakri Tea and creates an inspiring and memorable digital film trilogy comprising of a heart-warming film for Mother’s Day, an adrenaline-pumping film for Frontline Sales Team and culminating it with a Positivi-tea filled film for International Tea Day.
Though it is yet to be recognised as the national drink of India, tea has played an important role in adding warmth within families in the 60+ days of lockdown in India. Along with the client, the agency felt that it was time to bring tea to the forefront.
The first film, released for Mother’s Day is a soulful narration that pays an ode to mothers across the nation – the mothers whose lovingly prepared tea has kept families together for years and has also served as an antidote to beat the lockdown blues.
See it here: https://youtu.be/v_aJP5EuN18
In these tough times of lockdown, it was a Herculean task for Wagh Bakri to ensure that their tea reached stores across the nation. This is the time when the Frontline Sales team rose to the occasion. In the absence of transport, they carried Tea Packs on their shoulders, scooters and even their own cars. Our second film salutes the Wagh Bakri Frontline Warriors who, like a brave marching army, didn’t turn their back in the fight against the virus or the lockdown. The use of chest-thumping beats, powerful voice and smart use of on-ground images of Frontline Sales Warriors makes for an intense viewing experience
See it here: https://youtu.be/_7lb01Um6GI
The third film of the trilogy celebrates the International Tea Day (21stMay) in a unique style. This future-looking film looks at life with a cup half-full attitude that is teeming with hope, intentions and #PositiviTea. It celebrates a future where life, work, school, shopping, socialising and even hugging will be back in vogue. The film uses multiple visual techniques like double exposure, illustration, kinetic typography along with an inspiring narration to drive home the dynamism of PositiviTea.
See it here: https://youtu.be/u-LRgWtljlk
Manish Bhatt, Founder Director, Scarecrow M&C Saatchi added “The lockdown has also unlocked opportunities to create impactful creative communication using innovative approaches that work around the production crunch. I am glad that our client Wagh Bakri Tea gave us this opportunity to cut the clutter.”
CREDITS
Client: Wagh Bakri Tea Group
Agency: Scarecrow M&C Saatchi
Creative Team:
Manish Bhatt
Raghu Bhat
Kapil Tammal
Mustafa Kapasi
Sakhi Shah
Antara Shinde
Yamini Gujaran
Shristi Lahiri
In-house Editing by:
Kapil Tammal
Sakhi Shah
Lalit Sakurkar
Sound & Narration:
Music: Vaibhav Panch
Narration: Tarun
Account Management Team:
Mangesh Mulajkar
Wayne Oliver
Saras Bajaj
Client Team:
Shri Parag Desai
Yogesh Shinde
Megha Sule
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.
