MAM
WATConsult wins e-commerce mandate for Nobel Hygiene
Mumbai: WATConsult, the globally awarded hybrid digital agency from the house of Dentsu Aegis Network (DAN) India, has won the e-commerce duties for Nobel Hygiene, India’s first and leading makers of adult diapers. For the record, the company owns the adult diaper brand – Friends, the baby diaper brand – Teddyy, and the first sanitary pad designed for women with heavy flow – RIO.
The account will be handled by the agency’s e-commerce division, ecommencify. This win further expands ecommencify's portfolio, which includes over 30 brands spreading across categories like pharma, retail, FMCG, consumer goods, BFSI and more.
As per the mandate, the agency will be responsible for handling the brand’s full-funnel strategy. It will also consult on operations and manage e-commerce performance for Nobel Hygiene’s brands across all e-commerce platforms like Amazon, Flipkart and 1-mg, amongst others. With e-commerce poised to grow in India, the brand believes that this is the right time to scale up this important channel of supply with the award-winning e-commerce vertical of WATConsult.
Nobel Hygiene VP — marketing and commerce Kartik Johari said, “We are excited to consolidate our e-commerce operations with WATConsult. Diapers are unique in e-commerce due to repeat purchases and the volumetric nature of the product. We look forward to leveraging WATConsult's unique ecommencify services and to sustain high double-digit growths across our online partners.”
WATConsult CEO Heeru Dingra added, “We are delighted to welcome one of the highly acclaimed Indian home-grown brand's extensive bouquet into our client roster. With diaper market witnessing rapid growth in our country, we look forward to assisting Nobel Hygiene in expanding its e-commerce footprint across the Indian market. With creative and strategic use of technology and other tools, we intend to help the brand in leveraging the e-commerce platforms in the best possible way.”
Since its inception in 2001, Nobel Hygiene has made a name for itself as a leading manufacturer and supplier of personal hygiene products. It is one of India’s number one adult and baby diaper manufacturers. All its products cater to the requirements of the health industry as well as adhere to the international norms. With its high-quality offerings, the brand aims to create a safer and healthier environment during various stages of human life. Widely acknowledged for high absorbency, skin-friendliness and comfort, the brand's product range includes Adult Diaper Pants, Nappy Pads, Baby Diapers, Wet Wipes, Underpads, Maternity Pads & Wipes and more.
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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.
