MAM
Tata 1mg launches #RiseAgainstDiabetes campaign in association with NDTV
Mumbai: Ahead of the World Diabetes Day, 14 November, India’s largest digital health platform Tata 1mg is launching a video campaign #RiseAgainstDiabetes in association with the leading news channels, NDTV India and NDTV 24×7.
The three-day campaign, which launches on 12 November is built around three vignettes of approx. one minute duration each, with NDTV anchor, content head & chief correspondent, special projects Ambika Singh Kahma. The whole concept of the campaign is to educate people with diabetes or at pre-diabetic stage and their families about taking full control of the disease through lifestyle modifications and adherence to treatment regimen. It urges all viewers to opt for regular health checkups, frequent doctor consultations & adherence to the timely intake of medicines. This helps to detect the disease at an early stage.
The vignettes show Kahma interacting with Tata 1mg vice president – medical affairs Dr. Rajeev Sharma, Medanta the Medicity, Gurgaon chief diabetes educator & nutritionist Chhavi Kohli (also on advisory panel of Tata 1mg), and a Tata 1mg customer Sanjay Agarwal. The host interacts with them to know more about the ways in which one can overcome the disease through early diagnoses, diet and lifestyle changes and regular timely annual health checkups.
Sharma talks about the increasing burden of diabetes in India and how Tata 1mg educates and encourages users to do regular lab tests, routine doctor check-ups, lifestyle modification and adherence to timely medications.
Kohli talks about ‘eating the right way’ which is to nourish the body by taking various nutrients in the right proportion and right time and how Tata 1mg creates authentic and simple-to-follow informative content on social media.
The host interacts with Agarwal who talks about how Tata 1mg has supported him throughout his diabetes journey by delivering medicines on time with efficient home lab test service while sharing practical informative tips on social platforms.
These vignettes will run on NDTV India & NDTV 24X7 for three days starting from 12 November till 14 November.
Said Tata 1mg business head – ePharmacy Prateek Verma, “The #RiseAgainstDiabetes campaign has been designed to improve knowledge of the people about diabetes, a disease that is rapidly spreading in Indian society. It educates them about the complications associated with avoiding or delaying diabetes treatment, as well as the need to control the disease by maintaining the optimum sugar levels in the body. Diabetes can be tackled with a balanced and healthy diet, an active lifestyle, timely prescribed medications, regular health checkups, and planned doctor visits. And now accessing healthcare is just a click away with Tata 1mg which offers a diverse product portfolio for diabetes management. We are quite excited to partner with NDTV for making this campaign widespread among the masses”
Tata 1mg Labs clinical head Dr. Prashant Nag said, “The objective behind the #RiseAgainstDiabetes campaign is to address the growing need for diabetes education and prevention among the audience. In India, one in eleven people suffer from diabetes. According to recent data, one in every 3 samples tested at Tata 1mg labs in the past eight months shows high blood sugar. This indicates high incidence & increased requirement of good diagnostics services for diabetes in our country. Diabetes imposes lifelong demands on people living with the disease and their families. Because people with diabetes do better when they take active control of their own care, it is of paramount importance that they receive ongoing, high-quality diabetes support that is tailored to their needs and delivered by skilled health professionals.”
Verma added, “The Tata 1mg platform has a variety of solutions for diabetic patients. This includes custom lab packages, care plan memberships where members can get rapid delivery, free shipping, extra discounts on prescription medicines etc. With this campaign, we hope to raise greater awareness among patients about the benefits associated with effectively managing the disease and how Tata 1mg is playing a pivotal role in resolving their health concerns by being readily accessible.”
Kahma stated, “We are delighted to partner with Tata 1mg for this important cause. World Diabetes Day is an important day to amplify the message of diabetes control and management, and we are glad to play our part in spreading greater awareness about the disease. Over the years, diabetes has become a major health concern in the country, and through this collaboration, we hope to restore hope in diabetic patients and urge them to take charge and fight this disease with the right guidance and approach.”
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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.
