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<ul><li>Nacho chip brand <keyword id="46846" type="General" weightage="100" keywordseo="doritos" source="Orion">Doritos</keyword> has launched its latest ‘For The Bold' campaign featuring actor <keyword id="2104801" type="General" weightage="100" keywordseo="Kartik-Aaryan" source="Orion">Kartik Aaryan</keyword> and model-actor <keyword id="1324628" type="General" weightage="80" keywordseo="sanjana-sanghi" source="Orion">Sanjana Sanghi</keyword>.</li><li>The campaign has been conceptualised by <keyword id="7067090" type="General" weightage="20" keywordseo="wunderman-thompson" source="Orion">Wunderman Thompson</keyword>.</li></ul>Nacho chip brand Doritos has launched its latest ‘For The Bold' campaign that celebrates the bold self-expression of today’s generation. Kicking off the campaign, Doritos has released a television commercial featuring brand ambassador, Kartik Aaryan. <div type="Youtube" id="6Cx_JzrGFeI" title="A Number To Remember" thumbUrl="https://i.ytimg.com/vi/6Cx_JzrGFeI/mqdefault.jpg"></div> In the film, Kartik plays the role of a college cricketer, alongside model-actor Sanjana Sanghi; with whom Kartik is sharing his mobile number. The opponent team’s bowler interrupts their exchange, mocking Kartik for being ‘all talk and no game’. With a crunch of Doritos, Kartik tells Sanjana to take the rest of his number from the scoreboard. What follows is a blitz of sixes and fours, where Kartik smashes the bowler all around – giving the girl his mobile number. The commercial closes with the opponent regretting his challenge and Kartik basking in his boldness. Speaking on the new campaign, Doritos brand ambassador Kartik Aaryan, said, “Doritos remains true to its bold and unconventional approach in every campaign, which makes it one of my favourite brands to work on. I was thrilled to don a sporty avatar that positively expresses and redefines what it means to be bold. And of course, any role that allows me to crunch on Doritos – be it onscreen or offscreen – is always welcome.” <keyword id="184778" type="General" weightage="20" keywordseo="Ankit-Agarwal" source="Orion">Ankit Agarwal</keyword>, Associate Director, Brand Marketing – PepsiCo India shares the brand’s inspiration for the campaign, “At Doritos, we believe that today’s generation exemplifies bold self-expression like no other, and we aim to put this attitude at the heart of everything that we do. This campaign not just epitomizes this belief, but is also fun, fresh, and larger than life. We are confident that this new campaign will connect with the audience and encourage them to express themselves, in their own bold ways. Further discussing the campaign, <keyword id="12791616" type="General" weightage="20" keywordseo="ritu-nakra" source="Orion">Ritu Nakra</keyword>, Senior Vice President, Wunderman Thompson, expresses that, “With the tooth-rattling loud crunch of Doritos, we salute the courageous personality of the bold tribe. As the tagline “For the Bold” suggests, Doritos enables you to be you. Bite into Doritos along with Kartik and hear the loud satisfying crunch of this intensely flavoured corn chip as you enjoy this new campaign from the brand.” Not limited to a TVC, the Doritos campaign will continue with a robust 360-degree surround spanning multiple platforms and introduce a special initiative for the fans. AGENCY CREDITS Creative Agency: Wunderman Thompson WPP Lead: <keyword id="641051" type="General" weightage="20" keywordseo="pepsico-foods" source="Orion">PepsiCo Foods</keyword>, India: Ritu Nakra Chief Creative Officer: Senthil Kumar Executive Creative Director: Udayan Chakravarty Strategy Leads: Atishi Pradhan &amp; Arnab Datta Chaudhuri Creative Directors: Sameer Kumar &amp; Chetan Malvi Copywriter: Aakash Aher Film Department: Mandeep Singh Account Management: Binay Mehra &amp; Gunik Kaur Gambhir Production House: The Pack Director: Vivek Kakkad Producer: Leejude Dsouza

Doritos' launches latest 'For the Bold' campaign featuring brand ambassador Kartik Aaryan

<ul><li>Till the very end of 2020 and for the beginning of this year, creators had a captive audience tethered to their devices clamouring for more content. </li><li>Then hit the second wave, and creators had to pivot again.</li><li><keyword id="184778" type="PERSON" weightage="20" keywordseo="Ankit-Agarwal">Ankit Agarwal</keyword>, Founder – <keyword id="8371701" type="UNKNOWN" weightage="20" keywordseo="Do-Your-Thng">Do Your Thng</keyword> writes how <keyword id="1746818" type="PERSON" weightage="20" keywordseo="Content-Creation">content creation</keyword> has changed after COVID. </li></ul>Change is not always a bad thing. It sometimes can be an exciting opportunity that allows people to walk down new paths. The manner in which influencers adjusted content creation as a response to the pandemic is proof of it. Facing a creative and for a majority financial burden, they had to restructure how content was generated and published. Moreover, they had to heavily exercise the innovation muscle because the content-hungry consumer wanted to be educated, inspired, and entertained even in a pandemic. <cmsannotation type="cmsannotation" annotationid="A race to creatively repurposing content" text="A race to creatively repurposing content">A race to creatively repurposing content</cmsannotation> There is not much one can practically do in the confines of a living room. But content creators put paid to that thought. Starting March 2020 until now, they’ve shown us just how much is achievable within four walls. All it takes is pivoting the mindset and looking at content creation through a new lens. The first change was easy. Creators published unused content they had in their bank. This was the case with most travel creators, who’ve had their feet tied due to travel restrictions. For other creators, it was repackaging already published content. Most experimented with new platforms like TikTok (before it was banned) or YouTube. Others dived into new formats like <keyword id="8322765" type="UNKNOWN" weightage="20" keywordseo="instagram-reels">Instagram Reels</keyword>. The second change required coming to terms with the fact that the status quo was indelibly disrupted. A food content creator couldn’t hop over to the new place in town. A fitness creator couldn’t post another in-the-gym session. So, after the unused content repository got depleted, they started repurposing old content. But resharing previous content was not enough. They needed to add a hint of realism. With a carousel of images of places, a travel influencer visited once or a food blogger tried in the past, they included captions with everyday thoughts. Placing a filter of quotidian themes made the content relevant. <cmsannotation type="cmsannotation" annotationid="The dawn of generating inventive content" text="The dawn of generating inventive content">The dawn of generating inventive content</cmsannotation> The third pivot required more planning and creative flex, like branching into a completely new niche. It became necessary to shift the focus from what they used to do to something more imaginative since they had little opportunity to create new content within their usual niche. So, we saw a wildlife photographer taking up an indoor photography challenge. With no access to gyms or parks, fitness enthusiasts began vlogging about at-home workout routines or how to boost the immune system. <cmsannotation type="cmsannotation" annotationid="The risk with change in content" text="The risk with change in content">The risk with change in content</cmsannotation> This third path that a bulk of content creators seized - entertaining people stuck at home with content that is not as per their usual - came with an inherent risk. Don’t forget that creators are able to earn a living through their channels because of the type of content they produce. Altering can often hit the viewership and not because the audience may not like it. Alienating your current viewers is always a peril when expanding content. More worrying is the fact that platform algorithms may rank the creator differently after the switch in the content type. However, for most influencers, the gamble paid off as they were savvy enough to realise real-life, authentic content consumption was on the rise. So that’s what they produced, ensuring enrichment and engagement never became an issue. <cmsannotation type="cmsannotation" annotationid="A shift to reactive content" text="A shift to reactive content">A shift to reactive content</cmsannotation> Till the very end of 2020 and for the beginning of this year, creators had a captive audience tethered to their devices clamouring for more content. Then hit the second wave, and creators had to pivot again. Instead of the usual content that worked around the boundaries set by COVID-19, they began amplifying SOS calls. The lion’s share of their content became a loudspeaker for those in need, but a small portion offered an escape. Funny, ironic Reels or videos posted once a week or even less helped maintain a sense of normalcy while the world was going to hell in a basket. <cmsannotation type="cmsannotation" annotationid="The bedrock of relatable content" text="The bedrock of relatable content">The bedrock of relatable content</cmsannotation> Once you peel all the layers of transformation that creator content went through due to the pandemic, it is apparent there is one common thread. Influencer content is more genuine, earnest and relatable. Pre-covid, the content was edited, photoshopped and filtered down to a pixel. <keyword id="9208211" type="UNKNOWN" weightage="20" keywordseo="post-Covid">Post-covid</keyword> creators have finally understood that audiences want to engage with content that solves everyday problems, makes them laugh, cry or simply nod their heads in agreement.

The pivot in influencer content creation post-COVID

<ul><li>The <keyword id="91743" type="PERSON" weightage="20" keywordseo="lockdown">lockdown</keyword> that made people stay at home, brought businesses to a halt, paused travel and let to cancellation of events.</li><li>So what will be the future of <keyword id="2540701" type="PERSON" weightage="20" keywordseo="Influencer-marketing">influencer marketing</keyword>, on the other side of the lockdown? <keyword id="184778" type="PERSON" weightage="20" keywordseo="Ankit-Agarwal">Ankit Agarwal</keyword>, Founder, <keyword id="8371701" type="UNKNOWN" weightage="20" keywordseo="Do-Your-Thng">Do Your Thng</keyword> (DYT) tries to find the answer.</li></ul> While nobody can pull a Nostradamus, it is clear that the <keyword id="43587" type="ORGANIZATION" weightage="20" keywordseo="pandemic">pandemic</keyword> has changed influencer marketing. These changes are not temporary or short-lived. They are fundamental. Since we began battling the unseen adversary, travel has paused, events are cancelled and, worst of all, businesses had to close shop. No sector evaded the disruptive tentacles of the novel <keyword id="1754604" type="PERSON" weightage="20" keywordseo="coronavirus">coronavirus</keyword>. And it is the most sobering of realities that there is no going back to normal. What we will face after we win the fight is a “new normal.” This much is clear from the actions brands are taking. Airbnb’s co-founder articulately wrote “We don’t know exactly when travel will return. When travel does return, it will look different,” while announcing that 25% of the company has to be laid off. Closer to home, Zomato’s founder has shared an uncannily similar email. The company is letting go of 13% of their workforce, and they’ve “decided to make partial or full work from home a permanent feature of (their) lives.” So, like the rest of the world, creators and the influencer industry have felt the winds of change, and these will only gain momentum post-COVID-19 catapulting creators into overdrive. The Future Face of Influencer Marketing While the true implications of the pandemic are far more enormous than anyone can predict, what we have seen over the past two and half months are two core learnings. One, how the audience wants to receive communications has altered. Two, the pandemic gave birth to a stronger sense of community. Make these factors the lens through which you view influencer marketing and then carry forward any strategy in the coming time. The change for creators Travel creators got grounded, and fashion creators were out of Insta-worthy locations for photoshoots. So, they pivoted and started generating content that helped their community. This change - diversification of skills and content - will carry over post-COVID-19. If you are a creator who wants to thrive in the future, broaden the type of content you generate. The two niches that are rising and will continue to do so are wellness and home life. Think cooking, fitness, mental health, cleaning, nutrition, DIY, etc. Another shift for creators is more control over the content. Before the coronavirus, brands governed campaign guidelines. After the lockdown, the creator became the artist, producer, director, and editor, giving them an upper hand. Furthermore, brands realised that the creator knew better how to develop and deliver a message that fetches higher engagement. This shift in the balance of power, which built a more equal partnership, will persist. The adjustment for brands We already know online screen times soared due to people being home-bound. Since the traditional means of entertainment (movie theatres and TV soaps) are not restarting anytime soon, the consumer will continue to spend more time online. Now couple this fact with a Google Insight – “YouTube is 3X more effective than TV in driving incremental impact” of a campaign. For a brand, it means one definite marketing adjustment – go digital and leverage the power of its natives, i.e. creators. It’s the only option to stay on top of your consumer’s mind as we move through the next few months. Since the pandemic has also switched purchasing habits and limited discretionary spending, brands need to modify product positioning too. You have to show the consumer how your product fits into their everyday lives. The last refinement brands must address is reframing their message to resonate with the consumer. A campaign will get more traction when the audience sees themselves in it. For instance, a celebrity advocating a home cleaning appliance will not work. A micro- or nano-influencer, who the audience knows does actual housework, will get better results. The about-face of content Typically, people see just two sides of influencer marketing – the creator and the brand. But it’s the content that balances both, and that too has done an about-face due to COVID-19. In the past few years, Facebook and Instagram veered into highly curated and contrived content. From selfies with perfect lighting to postcard-worthy vistas of far-flung destinations, there was a steady stream of polished aesthetics. The lockdown was a game-changer. Spontaneous content, and content that gave a view into every day, messy life became more popular. In the ensuing time, this revolution in the type of content published and devoured will persist. Both brands and creators should keep in mind that there is no more room for staged or heavily edited content. Keep it raw and authentic. An endnote. The novel coronavirus outbreak did make creators the biggest channels for brands to influence consumers. Expect this trend to continue. Having said that a change in influencer marketing strategies is necessary to gain scale in eyeballs. Pick the right creator or brand, one whose synergies match with yours; craft authentic and resonating messages; and finally, don’t create content just for the sake of it. Every piece must inspire, entertain or educate, adding something meaningful to the conversation. -- This column has been authored by Ankit Agarwal, Founder, Do Your Thng

Will Covid-19 catapult the future of influencers into overdrive?

New Delhi, Experienced speedster <keyword id="11685" type="PERSON" weightage="20" keywordseo="Ishant-Sharma">Ishant Sharma</keyword>, who missed the just concluded Australia tour due to an injury, was on Tuesday included in an 18-member Indian squad named for the first two Test matches against <keyword id="6355981" type="LOCATION" weightage="20" keywordseo="england">England</keyword>, starting on February 5 in Chennai. Both matches will be played in Chennai. Squad: <keyword id="6354486" type="PERSON" weightage="20" keywordseo="virat-kohli">Virat Kohli</keyword> (captain), <keyword id="13937" type="PERSON" weightage="20" keywordseo="Rohit-Sharma">Rohit Sharma</keyword>, Shubman Gill, <keyword id="433888" type="COMPANY" weightage="20" keywordseo="Mayank-Agarwal">Mayank Agarwal</keyword>, Cheteshwar Pujara, Ajinkya Rahane, <keyword id="3142448" type="PERSON" weightage="20" keywordseo="Rishabh-Pant">Rishabh Pant</keyword>, Wriddhiman Saha (wicketkeeper), Hardik Pandya, KL Rahul, <keyword id="1627109" type="PERSON" weightage="20" keywordseo="Jasprit-Bumrah">Jasprit Bumrah</keyword>, Ishant Sharma, Mohammed Siraj, Shardul Thakur, R Ashwin, Kuldeep Yadav, Washington Sundar, Axar Patel, Standbyes: KS Bharat (wicketkeeper), Abhimanya Easwaran, Shahbaz Nadeem, Rahul Chahar Net bowlers: Ankit Rajpoot, Avesh Khan, <keyword id="1465956" type="COMPANY" weightage="20" keywordseo="Sandeep-Warrier">Sandeep Warrier</keyword>, K Gowtham, Saurabh Kumar SEE ALSO: <a href="https://www.businessinsider.in/business/startups/news/zoom-dropbox-backer-salesforce-ventures-makes-its-first-investment-in-india-in-hr-tech-startup-darwinbox-which-claims-to-have-grown-by-200-during-lockdown/articleshow/80341562.cms">Zoom, Dropbox backer Salesforce Ventures makes its first investment in India in HR tech startup Darwinbox, which claims to have grown by 200% during lockdown</a> <a href="https://www.businessinsider.in/stock-market/news/home-first-finance-company-hffc-is-set-to-launch-its-1153-crore-ipo-on-january-21/articleshow/80341439.cms?upcache=2">Warburg Pincus-backed Home First Finance Company to launch ₹1,153 crore IPO on January 21</a> <a href="https://www.businessinsider.in/international/news/top-ten-likely-global-risks-in-2021-according-to-the-world-economic-forum/slidelist/80346013.cms">From climate action failure to monopoly in the tech world — the world needs to wake up to these global risks in 2021, says the World Economic Forum</a>

Ishant Sharma selected in 18-member squad for first two Tests vs England

<keyword id="201453" type="General" weightage="50" keywordseo="sterlite-technologies-ltd" source="Orion">Sterlite Technologies Ltd</keyword> on Sunday unveiled <keyword id="764355" type="General" weightage="20" keywordseo="5G" source="Orion">5G</keyword> Cosmos - an optical solution for towers and small cells for speedy 5G roll out. According to <keyword id="48217" type="General" weightage="100" keywordseo="sterlite-technologies" source="Orion">Sterlite Technologies</keyword>, telecom operators need to look at fiberisation with a futuristic lens. The company said tower fiberisation must increase from about 35 per cent to 80 per cent to provide high quality 5G services. Additionally, 5G will require upto 4X small cells, backhauled with fibre, Sterlite Technologies said. The company said India's fibre space is constrained by deployment speed and scale. 5G Cosmos is an Atmanirbhar, patented solution that can solve these challenges and connect every tower, small cell and node, the company claimed. Launching 5G Cosmos at IMC 2022, Pankaj Miglani, Director <keyword id="6699920" type="General" weightage="50" keywordseo="supply-chain-management" source="Orion">Supply Chain Management</keyword>, <keyword id="6354287" type="General" weightage="50" keywordseo="bharti-airtel" source="Orion">Bharti Airtel</keyword>, said: "We are readying our infrastructure for 5G and fiberisation is a core need. We are happy to see the use cases that 5G Cosmos can solve for telcos and enable us to deliver a great 5G experience to our customers." Ankit Agarwal Manaing Director, Sterlite Technologies said: "Indian telecom operators are ready to install fibre-dense networks for 5G. This will need an integrated and futuristic solution. We have built 5G Cosmos to enable fiberisation of macro and small cells at scale and achieve the full potential of 5G." SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/corporates/news/suzlon-energys-founder-chairman-tulsi-tanti-passes-away-due-to-cardiac-arrest/articleshow/94596261.cms">Suzlon Energy’s founder chairman Tulsi Tanti passes away due to cardiac arrest</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/india/news/india-to-add-80-airports-in-next-4-5-years-new-rules-for-aerodromes/articleshow/94596625.cms">India to add 80 airports in next 4-5 years; new rules for aerodromes</a>

Sterlite Technologies launches optical solution for 5G rollout

<ul class="summary-list"><li>Logistics is changing quickly.</li><li>And, along with big players, a host of startups is overtaking the <a href="https://www.selectusa.gov/logistics-and-transportation-industry-united-states">$1.6 trillion industry</a>.</li><li>We asked leading venture capitalists who specialize in logistics which startups are likely to explode in 2020. Here's who they shared.</li><li><a href="https://www.businessinsider.com/?hprecirc-bullet">Visit Business Insider's homepage for more stories</a>.</li></ul>The $1.6 trillion logistics industry is undergoing a massive transformation, and big names like Uber, Amazon, Walmart, C.H. Robinson, and more are at the forefront of that change. But so are a host of big and small startups.Business Insider asked six of the industry's buzziest venture capitalists which startups they believe are going to capitalize big time in 2020. One preferred to remain anonymous, but five others were OK with attaching their names to their recommendations:<ul><li>Mike Zayonc, founder of Plug and Play Supply Chain in Sunnyvale, California</li><li>Julian Counihan, general partner at Schematic Ventures in San Francisco</li><li>Rick Zullo, general partner at Equal Ventures in New York City</li><li>Santosh Sankar, partner at Dynamo Ventures in Chattanooga, Tennessee</li><li>Ankit Agarwal, managing director at Greenhawk Capital in New York City</li></ul>We asked them to highlight the coolest startups in their profile, as well as ones they didn't invest in but are forecasting big things for. The investors were also asked to highlight companies just getting their first seed funding or Series A bucks, as well as bigger names. Here's which names they picked, plus additional information on each company from Pitchbook:

31 hot logistics startups that are set to soar in 2020, according to VCs

A notable one among youngest millionaires, Ola Founder Bhavish Aggarwal is an inspiring personality who rose to fame through luck, smart work as well as hard work. Here are a few interesting facts about Bhavish Aggarwal, you might not have known so far. A native of Punjab Bhavish Aggarwal was born in Punjab on 28 August 1985. He is an independent entrepreneur in every sense of the term. In an important turn in his life, he co-founded Ola cabs. A former student of IIT, Bombay Bhavish completed his bachelor’s degree in computer science from Indian Institute of Technology (IIT) Bombay. Starting off his career Microsoft gave the first platform for Bhavish to start his career. He worked with this company for about 2 years. During his tenure, he filed two patents. He too published 3 papers in international journals. Founded Ola cabs In the year 2011, Bhavish co-founded Ola Cabs with Ankit Bhati in Mumbai. Within a time span of four years, Bhavish and his co-founder Ankit Bhati were the youngest to be listed among the richest Indians for the year 2015. How Ola Cabs came up In one of his business journeys, Bhavish travelled from Bangalore to Bandipur. He rented out a car and the entire episode ended up in a bad tone. The driver stopped on the way and started demanding more than what was agreed upon initially. When he was refused, the driver abandoned him on the way before the destination. Bhavish understood this was the plight faced by several other travelers booking cars. Bhavish wished to find a car rental company that will assure a great customer experience combined with economical prices. Tapped the potentials in car booking Bhavish foresaw great potential in car booking business. In 2010, he co-founded Ola Cabs with Ankit Bhati. His parents in fact did not like the idea of Bhavish jumping into a sort of travel booking agent’s job. Nevertheless, when Ola Cabs received its first round of funding from two angel investors, Bhavish’s parents started believing that he has some workable ideas. The Ola Cabs model Ola Cabs did not resort to the model of buying and renting its own cars. Instead, it partnered with a number of taxi drivers and moved the entire set up to a sophisticated step forward. As per the Ola Cabs model, people could book cars within a short while from the comfort of their phones. The bookings that were accepted were half or full-day rentals and also outstation taxi services. Ola Cabs offers the widest set of options to the customers including Mini, Prime, and Luxury. The most economical cabs Right from the time of its inception, Ola Cabs depended on SoftBank for is funding needs besides pooling investments from Angel Investors. They also started charging lesser than what the auto-rickshaws charged. Ola Cabs offered taxi bookings for dead cheap prices at Rs.10 per km. Ola Cabs expansion Ola Cabs has recently ventured into providing auto-rickshaw booking services following the launch of Ola Auto. It is now possible for customers to find autos on-demand on the Ola Auto app. Read Also about other Personalities - <a href="https://www.businessinsider.in/10-interesting-facts-about-ratan-tata-that-you-should-know/articleshow/69914798.cms">Facts about Ratan Tata</a> <a href="https://www.businessinsider.in/interesting-facts-about-oyo-founder-ritesh-agarwal/articleshow/70417612.cms">Ola founder Ritesh Agarwal</a> <a href="https://www.businessinsider.in/unknown-facts-about-flipkart-founder-sachin-bansal/articleshow/70494717.cms">Flipkart founder Sachin Bansal</a>

Interesting facts about Ola founder Bhavish Aggarwal

New Delhi, Feb 3 () Home buyers association FPCE on Monday said the Budget has not provided any major tax incentives for flat owners stuck in stalled housing projects as well as prospective customers to revive confidence in the property market.
 There was no relief for existing home buyers who are stuck in stalled projects and are paying both rent and EMI on their home loans, said Abhay Upadhyay, president of Forum for People's Collective Efforts (FPCE), earlier known as Fight For RERA.
 "Real estate sector is yet to reach anywhere near its past high despite all tax sops provided in previous year's Budget. This is partly because tax sops have failed to infuse confidence in the sector and also because many of the tax benefits provided remains on paper only," he said.
 There was expectations that the Budget would separately provide deduction for principal repayment on home loan, which currently is part of Rs 1.5 lakh allowed under Section 80C, Upadhyay said.
 "To infuse confidence in the sector, it was also expected that some tax relief would be provided to those home buyers of delayed projects who are paying both EMI and rent. Unfortunately, no such concessions were announced in the Budget 2020 which may further delay much needed recovery in the sector," he said.
 Last year, the Centre had created a Rs 25,000 crore fund for completion of stalled housing projects, comprising of about 4.5 lakh units. FPCE had been demanding creation of Rs 10,000 crore stress fund.
 Real estate developers' apex bodies CREDAI and Naredco have also expressed disappointment over the Budget as their demand of one-time restructuring of builders' loan was not met.
 However, many realty firms welcomed the government's decision to extend tax incentives provided for increasing demand and supply for affordable housing segment.
 "Notable developments in infrastructure, rural logistics, education and healthcare sectors will create opportunities in real estate space. The policy on data centers was a key highlight and will make it a sunrise sector in India. Major announcements for the housing sector were expected, and barring the extension on both the tax holidays and the time period for availing interest deductions in affordable housing, the highlights on Indian realty was relatively mute," Cushman &amp; Wakefield country head and MD- India, Anshul Jain said.
 RICS South Asia MD Nimish Gupta said the Budget should have created a formal structure around rental housing and encouraged home buying by increasing tax exemption for housing loan repayments.
 Among developers, Supertech Chairman R K Arora said the government's decision to extend additional Rs 1.5 lakh deduction for interest paid on affordable housing loan to March 2021 is good for the sector.
 Omaxe CEO Mohit Goel said: "Liquidity and availability of finance is the biggest issue confronting the real sector today. In this context, the assurance given by the FM that NBFCs (Non-Banking Financial Companies) and HFCs (Housing Finance Companies) will not face any liquidity crunch will help calm nerves for sure."
 Ashiana Housing Joint MD Ankur Gupta said the middle income and affordable housing segment will get a boost.
 Chintels MD Prashant Solomon said, "Affordable housing segment has got a boost with the FM proposing to extend the tax holiday by one more year. However, the Budget leaves much to be desired for the real estate segment."
 Sunny Kataria, VP-Real Estate, OLX India said, "There were many expectations from the union budget in 2020 for residential real estate. While the government has furthered its commitment to the affordable housing, many issues remain unresolved."
 Bhutani Infra CEO Ashish Bhutani said that the focus on infrastructure and economic growth in the budget will lead to more activity at the commercial segment as the demand for offices will grow.
 Gera Developments MD Rohit Gera said, "The move to provide more money in the hands of the tax payers and elimination of the dividend distribution tax are welcome steps but rationalisation of direct tax structures over the period has not provided the necessary stimulus needed to boost the real estate. The sector will see a slow recovery with more pain for many home buyers and developers."
 Property brokerage firm Realistic Realtors Chairman Harinder Singh was unhappy that not much has been done to increase housing demand.
 Migsun group MD Yash Miglani said the Budget has focussed on increasing overall economic growth.
 Co-working firm Skootr founder Ankit Jain said, "Setting up an investment clearance cell and a digital portal aimed at offering assistance to emerging entrepreneurs reflects the government's proactive measures in further enhancing the entrepreneurial spirit."
 AlphaCorp CFO Santosh Agarwal and Mapso Director Rahul Singla hailed extension of tax sops on affordable housing. MJH RVK

No tax relief for home buyers stuck in stalled projects, says apex body FPCE

<div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><a href="https://www.flickr.com/photos/ankuz/13736969064/in/photolist-mVTyjd-bHpQqB-7hbkhB-brK9LK-hgM4N-84yTAe-brKaxi-5Yprov-brK9CV-brK7ZH-bBMBTM-pM8PX4-brK8W8-iT5Y6x-brKc2Z-brKcS2-buv3oQ-8nHwox-brK8Sp-5mVW5h-dJtszr-brK9Yz-pGcwD8-oewANz-7U2EXd-6Y8adY-pC3Uct-brK52P-8QLhB1-brKa6c-7debAX-kYAZy5-kYBiHb-hgM4M-5sSJaE-7Hex6o-brKcf4-nWHqtc-9vdoKQ-bji7Gk-5s8W9p-cXetpE-67z4Bo-67z4tE-67z4pS-67z4hE-67z493-bqJxnM-q4ychv-5sSJdN">Flickr / Ankit Agarwal</a>Jaipur's Hawa Mahal, or Palace of Winds.</div></div></div>India is home to many palaces.Each is magnificent in its own way - whether it's the bright colors, archways and domes, or beautiful gardens.Many of the palaces are still the official residences of royal families, while others have been turned into luxury hotels.From the famous Mysore Palace to the floating Jal Mahal, here are some of the country's most stunning palaces.

20 breathtaking photos of palaces in India

<ul><li>Over the last few years, <keyword id="2540701" type="PERSON" weightage="20" keywordseo="Influencer-marketing">influencer marketing</keyword> has grown exponentially in India.</li><li>The Advertising Council of India has now launched <keyword id="6586390" type="UNKNOWN" weightage="20" keywordseo="new-guidelines">new guidelines</keyword> for the <keyword id="11333696" type="UNKNOWN" weightage="20" keywordseo="influencer-marketing-industry">influencer marketing industry</keyword> to increase transparency.</li><li>We reached out to experts from the influencer marketing ecosystem to understand how it would impact the industry and help shape its growth in the coming years.</li></ul>The Advertising Council of India (ASCI) has launched new guidelines for influencers, brands and talent agencies in a bid to make influencer marketing more transparent for consumers. The lines between influencer’s personal content and paid content have become blurry, almost indistinguishable from regular posts. As per the guidelines, all advertisements published by social media influencers or their representatives, on such influencers’ accounts will be expected to carry a disclosure label that clearly identifies it as an advertisement. Disclosure is required if there is anything of value given to mention or talk about the advertiser’s product or service and it is supposed to be placed in a manner that is hard to miss. Influencer marketing has been witnessing an exponential growth in India in the past few years. According to digital marketing agency AdLift, India's influencer market is estimated at $75-150 million a year, as compared to the global market of $1.75 billion. And the year 2020 pushed businesses of various kinds and sizes to further experiment with digital solutions as all activities from attending concerts and birthday parties to fitness sessions moved from the physical realm to digital. Today, Indian audiences are watching more online videos than ever before. Nielsen studies show that home-bound consumers have led to a 60% increase in the amount of video content watched globally. So, as more and more Indians get connected to the internet, they discover and interact with a multitude of brands on a daily basis. ASCI’s new guidelines, experts said, will help give a structure to the industry, will elevate the level of trust between customers, influencers and brands. We reached out to experts from the influencer ecosystem to understand the implications of the guidelines and how it will impact stakeholders, and here is what they had to say: <cmsannotation type="cmsannotation" annotationid="Varun Mayya- Digital Content Creator and CEO &amp; Founder of Avalon Meta and Scenes by Avalon:" text="Varun Mayya- Digital Content Creator and CEO &amp; Founder of Avalon Meta and Scenes by Avalon:">Varun Mayya- Digital Content Creator and CEO &amp; Founder of Avalon Meta and Scenes by Avalon: </cmsannotation> The reach of influencers and media is much wider than ever before and thats one of the reason why the digital economy has disrupted the traditional economy. The consumers' mindset has changed massively over the last few years and they're much more sophisticated now. This change calls for changes in the advertisers approach with regards to ethics and openness. Influencers should be mindful of the products and companies they advertise and be upfront about the fact that they're paid to promote them. When you see TV, you know Shah Rukh is paid to do the ad but on Social Media this is mostly absent. You're following a person because you find them genuine and helpful but all of a sudden when they're promoting some fitness or haircare product and you don't know whether it's genuine or not. These guidelines should be able to bridge that gap and I hope that advertisers also take this as seriously as the creators." <cmsannotation type="cmsannotation" annotationid="Viraj Sheth- Co-Founder and CEO at Monk Entertainment:" text="Viraj Sheth- Co-Founder and CEO at Monk Entertainment:">Viraj Sheth- Co-Founder and CEO at Monk Entertainment:</cmsannotation> I believe the ASCI Influencer Guidelines are a welcome move within the industry. The influencer marketing industry definitely was in need of regulation considering how size-able it has become and will keep getting in the near future. Influencers and creators have the onus of ensuring complete disclosure with regards to all their endorsements and brand deals in order to make sure their audiences know of the paid partnerships and they can then evaluate their decision about whether or not they wish to still buy the product/service. The introduction of these guidelines is only half the battle won, the latter half would have to focus on correct implementation and enforcement of the same with both brands and creators. <cmsannotation type="cmsannotation" annotationid="Kunal Kishore Sinha, Co-founder and COO, ClanConnect:" text="Kunal Kishore Sinha, Co-founder and COO, ClanConnect:">Kunal Kishore Sinha, Co-founder and COO, ClanConnect:</cmsannotation> Influencer marketing has been witnessing a steady growth in India in the past few years. As digital media consumption is growing, the distinction between content and promotional advertisements is becoming important. Influencer marketing has now become mainstream. Therefore, consumers have a right to know what content has been paid for by brands and the guidelines intend to bring this transparency to influencer marketing. The guidelines are crucial at this moment considering the rapid growth in branded communications to consumers via social media. Wherein there are guidelines for traditional media advertising, now, with the boom in influencer marketing, these guidelines have become essential. The guidelines seems to have addressed all the necessary angles. These have been finalized after extensive evaluation and consideration of suggestions by industry players. With these guidelines, consumers can expect much more transparency as they navigate through the social media universe. These will not only streamline the space and offer a direction but also ensure that there is an added sense of social responsibility amongst the influencer community. On our part, we are geared up to guide influencers through the intricacies of the newly-launched guidelines, helping them meet all the requirements so they can focus on what they do best – create impactful content. We trust this will regulate &amp; filter out the misleading content, creating a transparent and healthy digital world! These guidelines will align the Indian online advertising industry with international markets. If influencers want to be followed by their audience, it is necessary for them to stay interesting, honest, creative while managing the art of storytelling to keep consumers engaged. While these new guidelines will promote transparency, it will also elevate the level of trust between customers, influencers and brands. So it will be beneficial across the stakeholders in the ecosystem. These guidelines will help the consumers to identify promotional content and also guide digital influencers. Ultimately, it will unlock a wealth of new opportunities for the fast-evolving segment that will result in positive outcomes for the sector in the long run. <cmsannotation type="cmsannotation" annotationid="Neel Gogia, Co-Founder, IPLIX Media:" text="Neel Gogia, Co-Founder, IPLIX Media:">Neel Gogia, Co-Founder, IPLIX Media: </cmsannotation> The <keyword id="10323570" type="UNKNOWN" weightage="20" keywordseo="asci-guidelines">ASCI guidelines</keyword> are a welcome step forward in introducing transparency and authenticity across the ecosystem. However, every new initiative will face questions on its practicality. That debate is necessary to create a sustainable solution. Hence, in my opinion, the current recommendations might not be applicable to every influencer or every tool of influencer marketing. The lines are a little blurred. For instance, a non-monetary association under which an influencer shares an unbiased product review will be labeled as an AD, leaving consumers in a tough spot. This will be difficult to implement for a tech or an auto influencer as they cannot buy every product for review as they are of high monetary value, and in fact, not all the reviews are positive as well so they cannot be labeled as an AD. Furthermore, organic and value-added content creation with genuine product integration is being given priority by the brands, agencies as well as influencers at the moment and the current recommendations might not be aligned with this objective. For a YouTube content creator with long-format vlogs labeling the entire integration section as an AD will lead the audience to ignore the content even if it is adding value to them. A mention of 5-10 seconds should suffice rather than a full-length mention. I believe platform labels like ‘Includes paid promotion’ and ‘Paid partnership with’ on YouTube and Instagram respectively, offer that clarity for sponsored posts. This is sufficient to highlight that the integration is paid. However, additionally, the creators can put a supplementary hashtag to make it more visible. So, we will have to wait and watch how this unfolds.” <cmsannotation type="cmsannotation" annotationid="Rajni Daswani, Director, SoCheers:" text="Rajni Daswani, Director, SoCheers:">Rajni Daswani, Director, SoCheers:</cmsannotation> The guidelines are a good guardrail in the industry that has been unregulated so far. The fact that the guidelines are not extremely stringent and do rely on influencers to see that they do justice, leaves room for brands to explore ways to circumvent around it. A lot will depend on how influencers &amp; brands adapt to it. Many brands are averse to the whole #Ad &amp; #Sponsored and may now start drawing parallel compares to paid media, which might see the investment in influencer marketing take a slight hit, after the phenomenal growth year that it has had. These guidelines will be like a double-edged sword for creators as well. While they will get a lot more say in putting out content that will work on their pages, influencers/creators who are doing a lot of branded content might see a hit in their engagement &amp; reach numbers. Quality content will continue to win nonetheless. For brands, would suggest to give influencers a little more freedom in designing the content in a way that will bring out the brand benefits, as well as get content to perform better on their channels. <cmsannotation type="cmsannotation" annotationid="Ankit Agarwal, Founder, Do Your Thng:" text="Ankit Agarwal, Founder, Do Your Thng:">Ankit Agarwal, Founder, Do Your Thng:</cmsannotation> This was a long time coming. The blurring of the line between ads and simple user-generated content needed to be corrected. Users not only have the right to know the difference between the two, they all but demand it. Disclosure labels are unquestionably a step forward in that direction. Besides helping bolster the trust audiences were increasingly hemorrhaging in content creators, the guidelines will hold brands and marketers more accountable. I am gratified ASCI has moved the needle in organizing a niche where entropy was just about beginning to reign supreme.

How ASCI’s new guidelines will impact influencer marketing industry: Experts share their opinion

After loosing both games last season again Raina led Lions, what a way to comeback! That was some hitting from Lynn. 
 
Tweet Alert! 
 
<blockquote class="twitter-tweet" data-lang="en">
	
		<a href="https://twitter.com/hashtag/IPL?src=hash">#IPL</a> Match 3 - <a href="https://twitter.com/KKRiders">@KKRiders</a> 184/0 (14.5 ov) beat <a href="https://twitter.com/TheGujaratLions">@TheGujaratLions</a> 183/4 by 10 wickets. <a href="https://twitter.com/GautamGambhir">@GautamGambhir</a> (76 off 48), <a href="https://twitter.com/lynny50">@lynny50</a> (93 off 41) <a href="https://twitter.com/hashtag/KKR?src=hash">#KKR</a> <a href="https://t.co/IvvHOzM4TI">pic.twitter.com/IvvHOzM4TI</a>
	— IndianPremierLeague (@IPL) <a href="https://twitter.com/IPL/status/850400801843535876">April 7, 2017</a></blockquote>
<blockquote class="twitter-tweet" data-lang="en">
	
		The big day is finally here. Our <a href="https://twitter.com/hashtag/Knights?src=hash">#Knights</a> have prepared well &amp; are ready to take on <a href="https://twitter.com/TheGujaratLions">@TheGujaratLions</a>. <a href="https://twitter.com/hashtag/GLvKKR?src=hash">#GLvKKR</a> <a href="https://twitter.com/hashtag/DusKiDahaad?src=hash">#DusKiDahaad</a> <a href="https://twitter.com/hashtag/AmiKKR?src=hash">#AmiKKR</a> <a href="https://t.co/kLWj97647c">pic.twitter.com/kLWj97647c</a>
	— KolkataKnightRiders (@KKRiders) <a href="https://twitter.com/KKRiders/status/850197606428954625">April 7, 2017</a></blockquote>
<blockquote class="twitter-tweet" data-lang="en">
	
		Captain <a href="https://twitter.com/hashtag/SureshRaina?src=hash">#SureshRaina</a>​ was in full flow during the practice session. All geared up for our 1st match against <a href="https://twitter.com/hashtag/KKR?src=hash">#KKR</a>. <a href="https://twitter.com/hashtag/GameMaariChhe?src=hash">#GameMaariChhe</a> <a href="https://twitter.com/hashtag/GLvKKR?src=hash">#GLvKKR</a> <a href="https://t.co/qEU3weWMt7">pic.twitter.com/qEU3weWMt7</a> — The <keyword id="1641060" type="UNKNOWN" weightage="20" keywordseo="Gujarat-lions">Gujarat Lions</keyword> (@TheGujaratLions) <a href="https://twitter.com/TheGujaratLions/status/850264389978431490">April 7, 2017</a></blockquote>
 
Complete Squads 
 
<keyword id="6354467" type="PERSON" weightage="20" keywordseo="Kolkata-Knight-Riders">Kolkata Knight Riders</keyword> 
 
Robin Uthappa(w), Gautam Gambhir(c), <keyword id="66306" type="PERSON" weightage="20" keywordseo="Manish-Pandey">Manish Pandey</keyword>, Chris Lynn, <keyword id="18938" type="PERSON" weightage="20" keywordseo="Yusuf-Pathan">Yusuf Pathan</keyword>, Suryakumar Yadav, Chris Woakes, <keyword id="793467" type="PERSON" weightage="20" keywordseo="Sunil-Narine">Sunil Narine</keyword>, Piyush Chawla, Trent Boult, Kuldeep Yadav, <keyword id="6382259" type="PERSON" weightage="60" keywordseo="Andre-Russell">Andre Russell</keyword>, Shakib Al Hasan, Sheldon Jackson, Ankit Rajpoot, Nathan Coulter-Nile, Darren Bravo, Rishi Dhawan, Ishank Jaggi, Sayan Ghosh, Ramsingh Sanjay Yadav, Colin de Grandhomme 
 
Gujarat Lions 
 
Aaron Finch, Brendon McCullum, Suresh Raina(c), Dwayne Smith, Dinesh Karthik(w), Ishan Kishan, James Faulkner, Praveen Kumar, Dhawal Kulkarni, Shivil Koushik, Shadab Bashir Jakati, Nathu Singh, Dwayne Bravo, Andrew Tye, Ravindra Jadeja, Pradeep Sangwan, Jaydev Shah, Manpreet Gony, Jason Roy, Munaf Patel, Chirag Suri, Akshdeep Nath, Basil Thampi, Shubham Agarwal, Tejas Baroka, Pratham Singh, Shelley Shaurya 
 
(<a href="http://oddreaders.com/wp-content/uploads/2017/04/3454768.jpg">Image Source</a>)

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