MAM
Social Wavelength bags social media mandate of GreenDust
MUMBAI: Online shopping portal GreenDust has awarded its social media duties to social media agency Social Wavelength.
GreenDust offers customers and bulk buyer‘s an option to purchase unused, branded factory seconds, surplus, overstock, and refurbished products at the lowest prices.
The company feels that social media is the perfect geography for GreenDust to communicate how they are converting potential e-waste into quality offerings to customers, in a “unique” service in India.
Social media presence will also help the brand to constantly engage with their audience and create a top of mind brand recall, the agency said.
Social Wavelength joint CEO Sanjay Mehta said, “The business model of GreenDust is very interesting and unique, and we are excited to have the opportunity to take this to consumers via Social Media. We are sure that leveraging social media presence will play a significant role in audience interaction for GreenDust, and their understanding of the brand proposition that GreenDust stands for.”
GreenDust CEO Hitendra Chaturvedi said, “There are unfortunate misconceptions that people carry about words like refurbished or factory seconds, and there is a need to explain these concepts correctly. Social Media enables us to do exactly that. The platforms being interactive and conversation friendly, we expect to have a dialogue with the consumers, and bring out the advantages that GreenDust offers. With Social Wavelength‘s expertise and knowledge on our side, we are sure we will be able to understand the minds of our customers and communicate with them effectively.”
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.
