MAM
Wunderman Thompson South Asia unveils sequel to ad campaign for Tata Pravesh
Mumbai: Wunderman Thompson South Asia has unveiled a sequel to the first-ever thematic film for Tata Pravesh on all its social media assets.
This sequel film called ‘The Surprise Visit,’ a part of their ‘Akela Hi Kaafi Hai’ campaign, delivers a two-fold message informing the potential customers that Tata Pravesh products come with their own frames that can easily be screwed into a finished wall and that the Individual Home Builders (IHBs) need to contact Tata Pravesh customer care before installing an ordinary frame.
Produced by Small Fry Productions, the film is supported by print, OOH, POS and digital. A 360-degree campaign anchored by TV has been conceptualised to drive home the dual message.
This is the first time ever that actors Gajraj Rao and Priyamani share screen space on the screen. “Getting Gajraj Rao and Priyamani together was a casting coup of sorts by the Wunderman Thompson team,” stated Wunderman Thompson Kolkata Senior VP & managing partner Vijay Jacob Parakkal. “They really helped bring this script to life and made it a very entertaining and memorable film. We are really looking forward to seeing the response to this new Tata Pravesh campaign.”
“The previous campaign ‘Akela Hi Kaafi Hai’ helped Tata Pravesh enter the consideration set of customers and we are proud to be part of 50,000+ Indian homes. The latest film will hopefully bring many more households into the Tata Pravesh family,” said Tata Steel Ltd national business head – Tata Pravesh Animesh Roy. “The popularity of Gajraj Rao & Priyamani will not only further enhance awareness of the brand but also effectively deliver the message that Tata Pravesh comes with its own frame and Individual Home Builders (IHBs) need to call us before installing an ordinary frame.”
“In this film, we take up where we left off in the first one,” said Wunderman Thompson Kolkata VP & senior ECD Arjun Mukherjee. “Gajraj Rao is no longer the naïve, unsuspecting customer of the first film. And Priyamani makes a heart-stopper of an appearance in this one. The effort was to tell the story in an entertaining and engaging way with penny drop moments that are sure to bring a smile. Who says you can’t have fun while introducing a toll-free number?”
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.
