MAM
There’s a new spin to Fanta’s marketing strategy
MUMBAI: Coca Cola’s soft drink brand Fanta is all set to take on the summer season. Apart from acquiring an innovative fun-filled shape called Fanta Spin, the soft drink is being pushed in the market with a series of new marketing campaigns.
Fanta’s new avatar is being launched in a mobile pack size across the country in a phased manner. The product will be rolled out across India over next few weeks, informs an official release.
Coca-Cola India VP marketing Vikas Gupta said, “We are very excited about the innovative Fanta Spin bottle which reflects the brand values of being a fun catalyst. Fanta Spin has had a very good response internationally and we are very positive that our consumers will enjoy the new look and feel of Fanta.”
The company is launching an integrated marketing campaign for promoting the new look. These include a new Fanta TV Commercial (TVC) with the brand ambassador and leading Bollywood star, Rani Mukherjee.
The film opens to Rani Mukherjee and her friends waiting at a bus stop. A wannabe dude comes along and tries hard to impress the girls. The film captures how Rani and friends use the Fanta Spin bottle to puncture his pretentious behaviour. The film, with a touch of humour, sums up with the voice over masti ne liya naya shape…clearly positioning the new pack as the pack of fun, adds the release.
The TVC hits the small screen on 10 April across all Hindi mainline channels. A number of on-ground activities like roadshows covering youth hangouts in the city with exciting games like spin your future, spin bowling, juggling contest, write in a slogan and win an Akai MP3 music player, etc are planned to keep up the excitement this summer.
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.
