MAM
Topps Sports & Entertainment launches TVC Cricket Attax 2013
MUMBAI: Topps Sports & Entertainment has launched a television commercial for its IPL 6 trading card game Cricket Attax 2013.
The 45 second long TV Commercial has been created by Tailor India and directed by Sudip Bandopadhyay of Thumbnail Pictures and the track has been sung by the Raghubir Yadav.
Topps (India) CEO Sanjeev Katyal said, “The vision of the brand is to take imagery and likability of Cricket Attax to the next level, and make it a cult brand and position it at a scale worthy of the league itself. (We wish to) To convey the fun aspects of the game to the young ones as well as appeal to parents for the skill, strategy and memory building features of the game.”
Topps (India) senior manager marketing and sales Mukesh Jagwani added , “This year’s strategy is to connect with target audience over the emotional benefit that Cricket Attax enables you to relive the IPL experience at home and the self-expressive benefit, that you have the power to literally control and own the league and its super-star cricketers.”
The TVC shows an interesting cricket match between two teams where the batsman hits a six on the first ball and the cheer girls start dancing but at the end of the TVC it has shown that the two kids are enjoying while performing the puppet show.
“The creative idea builds on the strategy by celebrating the kids who behave as owner-selector-captain in their own dream world. The kids call the shots by deciding how many spinners to play, who bats in which position, when to take power play etc. Hence, the idea of kathputli was born”, explains Tailor India co-founder Kaushik Mitra.
Cricket Attax 3 is a game aimed at children in the age group of 8-12 that allows them to collect cards, exchange them, build a dream team and then go around playing the game with their friends.
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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.
