MAM
Trinetra Focus to revive SIL’s digital communication
MUMBAI: Scandic Foods India has roped in Trinetra Focus Communications as the digital agency on record for its jam and processed foods products brand SIL. The account win is the result of a multi agency pitch called by the brand.
Trinetra Focus, the digital arm of Focus, will be consulting and managing the integrated online approach for the brand. The mandate includes managing of social media, SEO and digital advertising to create an effective impact amongst the audience for the brand. The team will adapt an integrated approach that will focus on creating consumer engagement and also generate returns on investment wit he help of the digital medium.
The company‘s media agency on record is Aegis‘ Carat Media. The agency won the account in 2010 and the media spends by the Scandic India are in the range of Rs 80 to 100 million.
SIL has had some prominent television ads in the past, but the brand has been dormant in its media presence for almost a year or so now. The brand divested by Marico Ltd in 2008 to Danish subsidiary of Good Food Group A/s Scandic India.
An official from Carat informs, “The brand has been quiet for some time. There are plans to relaunch the SIL brand with its entire gamut of products, including jams, ketchup, sauces, dressings and canned foods. The company is just waiting to iron out the creases in its distribution chain.”
Trinetra Focus vice president Harsh Wardhan Dave said, “The brand intends to revive its communication and wants to start with the online medium. The goal will be to relaunch the digital communication of SIL and create awareness that the brand encompasses more products than just jams. The focus will also be on generating sales through digital communication via activities on various virtual platforms.”
Through its presence on social networking website Facebook, the brand was able to collect feedback on kinks in its distribution chain. Since then, SIL has been trying to make its distribution more efficient. It will now look at taking things a step further on the digital medium and endeavour to generate sales on it.
Scandic Food India marketing manager Sanjeev Singh said, “Today, Sil is the No.2 brand in the Jams category and one of the leading players in processed food segment. There is a definite need for a planned and structured approach for engaging with our audience in the online space. With the ever increasing internet penetration, there is a need for consistent interaction at various touch points and one brand message being communicated effectively across all mediums of marketing. With Trinetra team having the right understanding of our long term objective, we are looking forward to see some great ideas and initiatives that will upscale our interaction with our audience for a sustained relationship.”
Trinetra Focus Communications vice president Saumik Barua said, “As a major player in its segment, there is no doubt that the brand has already established its presence. With its current reach to the urban masses, it gives us the opportunity to create unique engagement points across multiple platforms with some great creative ideas. This also means connecting with certain ideologies in mind of the consumer and not just mere social engagement. Also keeping in mind the brand objective of scaling up its growth & reach to a wider base of audience, we have proposed some interesting initiatives along with customised services and we are pretty excited to start work immediately.”
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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.
