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Rishabh Ray Joins JioStar Creative Works As Associate Creative Director

Ad Tribe! Bureau2 min read
Rishabh Ray, Associate Creative Director at JioStar Creative Works

Rishabh Ray has joined JioStar Creative Works as Associate Creative Director, a return to the Star ecosystem where he spent seven years earlier in his career.

  • New role: Associate Creative Director, JioStar Creative Works
  • Previous role: marketing at ZEE, working on ZEE5
  • Experience: roughly 15 years across advertising, media and FMCG
  • Brief: creative solutions for brands built from a content perspective

Building Brand Work Out Of Content

The role sits at the join between brand objectives and a broadcaster's programming. Ray's brief is to develop creative solutions for brands from a content perspective, working across storytelling and JioStar's content ecosystem rather than treating advertising and programming as separate problems.

That is a discipline he has practised before. During his earlier seven years at Star he worked on branded content and intellectual properties across Channel V, Star Plus and Star Jalsha, three channels with almost nothing in common except the need to make a brand's presence feel like part of the show.

A Route Through Agency, Broadcast And FMCG

Ray began in advertising at Percept and Grey Advertising before the Star years in Mumbai. He then moved to Joy Personal Care as Head of Brand Communications and PR, taking the client side of the table, and from there to ZEE, where he worked on launching shows and shaping communication for the ZEE5 slate.

The FMCG spell is the one that tends to matter most in a role like this. Having sat where the brand sits, and having had to justify a content partnership against every other line in a marketing budget, is different knowledge from having sold one.

Back Where He Started

The move reunites him with the network he spent the longest stretch of his career inside, now considerably larger than the one he left.

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