AD Agencies
ZOG’s Resultrix wins a gold at FOMA for Tata AIG
MUMBAI: The ‘Travel Insurance’ campaign for Tata AIG has won gold in the ‘Consumer Research Category’ at the Festival of Media Asia Pacific (FOMA) 2016 awards held in Singapore — awards that celebrate the best in media thinking and communications across the APAC region.
ZenithOptimedia Group chief digital officer Mayoori Kango said, “FOMA is a very prestigious award and it is a matter of great pride for us to be receiving it. Resultrix was able to drive high potential users to the Tata AIG website and convert them to sale, driving impressive results. By dialing up on our LiveROI philosophy, we helped Tata AIG find the right triggers to scale up on sales and drive growth faster than their competitors.”
The campaign in question is based on the insight that travel is something that everyone looks forward to, while mostly takes a back seat, especially in India. If Indian travelers do get insured, it’s usually only for specific destinations.
As per research by Resultrix India, part of ZenithOptimedia Group, more than 90 per cent of travel insurance transactions online are made within 3 hours of the first search. Resultrix had to drive brand impressions and site traffic by maintaining close to 100 per cent share-of-voice throughout the journey to purchase during that decisive 3-hour window.
Resultrix developed a proprietary research methodology to understand the correlation between traffic generated from search terms and brand impressions, and direct site traffic – using this to determine the potential to convert individual prospects to sale, and then targeting them with customized messaging based on the actual terms used. In just one quarter, there was a great 67 per cent increase in Tata AIG brand and product related searches; over 42 per cent increase in direct page traffic. This in turn ultimately increased travel insurance transactions for the brand by a massive 74 per cent.
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.
