MAM
The Body Shop launches campaign for The India Edit
Mumbai: The Body Shop, an ethical and sustainable beauty, has launched a striking new campaign to celebrate The India Edit, its first-ever India-inspired collection. Anchored by the tagline “Only in India, for You,” the campaign is a heartfelt tribute to Indian youth, cultural richness, and the beauty of inclusivity.
The campaign’s centrepiece is a visually captivating video that uses a lateral sliding frame structure. This unique storytelling approach takes viewers on a visual journey through the richness of Indian beauty, individuality, and self-expression. The video artfully integrates The India Edit’s four curated collections—Lotus, Hibiscus, Pomegranate, and Black Grape—each inspired by traditional Indian ingredients and crafted in line with The Body Shop’s ethical values.
What’s more, the brand’s commitment to inclusivity shines through the cast, which features models from diverse backgrounds and identities. Together, they embody the multifaceted beauty of India, celebrating the idea that beauty is as unique and varied as the country itself.
Adding to the visual splendour is a custom-designed artistic backdrop by an illustrator. Bursting with vibrant colours and intricate patterns, the backdrop draws inspiration from India’s cultural heritage, bringing each scene to life and amplifying the bold, unapologetically Indian spirit of The India Edit.
The campaign has been rolled out across a range of platforms, from in-store displays to social media and digital channels.
The Body Shop has always been synonymous with ethical beauty, and this collection is no different. With IFRA-certified fragrances and a focus on India’s unique natural treasures, The India Edit exemplifies the brand’s dedication to ethical and thoughtful beauty.
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.
