MAM
Taproot Dentsu & Cipla Health launch a new TVC
Mumbai: Maxirich, the flagship multivitamin supplement brand of Cipla Health, in association with Taproot Dentsu, has recently launched a new television commercial, featuring its brand ambassador, Bollywood star – Ayushmann Khurrana. With the campaign, the brand aims to create awareness about the importance of the consumption of multivitamin supplements in one’s day-to-day life. For the record, Ayushmann is the face of Maxirich Gold, an advanced daily multivitamin supplement that provides max energy and max immunity.
Taproot Dentsu, a dentsuMB company and the creative agency from dentsu India, conceptualised and executed the TVC showcases Ayushmann Khurrana saving the day through an act that not only reveals a noble heart but his incredible energy as well. In this energetic and heart-warming story, Ayushmann happens to be a passer-by who comes across a wedding in distress and saves it from an inevitable disaster. The film is adrenaline-packed with high impact energy shots that showcase the brand’s promise of max energy through engaging storytelling. The primary highlight of this TVC has been fitness, stamina, and energy portrayed by the actor, which perfectly encapsulates the key messaging of the brand. The ad has been launched across TV, digital, cinemas and social media platforms.
Commenting on the new TVC, Cipla Health CEO Shivam Puri said, “With Ayushmann, we have found the perfect fit for the brand as he exudes the qualities that the brand intends to deliver to our consumers. Through this commercial, our endeavour is to increase the adoption of multivitamins among the masses and make it a part of their daily diet. Maxirich Gold promises max energy & max immunity so that we are all ready for every challenge in life.”
Speaking about the campaign, Taproot Dentsu executive creative director Abhishek Deshwal, said, “The energy demonstrated by Ayushmann Khurrana in the campaign feels truly infectious and aptly demonstrates how the world can be a better place when you are full of energy and noble intentions.”
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.
