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<ul><li>Amar Kaushik’s Bala starring Ayushman Khurrana has earned ₹24.50 crore in the first two days of its release. </li><li>However, the collections of day two were slightly lower than estimated owing to the Ayodhya verdict which shut down several cities in Uttar Pradesh, Rajasthan and Madhya Pradesh. </li><li>Bala is expected to make over ₹40 crore on weekends. </li><li>Abhishek Pathak's Ujda Chaman minted ₹2.23 crore on the day of its release. </li></ul>Amar Kaushik’s Bala starring Ayushman Khurrana has earned ₹24.50 crore in the first two days of its release. It is expected to make over ₹40 crore in the opening weekend despite people staying indoors in many parts of the country <a href="https://www.businessinsider.in/slideshows/see-how-india-tried-to-keep-calm-ahead-of-the-historic-supreme-court-verdict-in-the-ayodhya-case/slidelist/71979316.cms">due to the sensitive Supreme Court verdict </a>in the Ayodhya dispute. <div type="twitter" handle="taran_adarsh" handlename="taran adarsh" image="http://pbs.twimg.com/profile_images/1440352704/profile_pic_taran_normal.jpg" favoritecount="8766" retweetcount="508" status="#Bala hits the ball out of the park on Day 2... Superb growth... Day 3 should help *weekend total* cross ₹ 40 cr ma… https://t.co/v9HOQwgnIh" createdat="1573364292000" id="1193402455519707136"></div>

 The film received <a href="https://timesofindia.indiatimes.com/entertainment/hindi/movie-reviews/bala/movie-review/71958951.cms">rave reviews</a> and<a href="https://boxofficeindia.com/report-details.php?articleid=5604"> collected ₹10.15 crore on day one</a>. However, the collections of day two were slightly lower than estimated owing to the Ayodhya verdict which shut down several cities in Uttar Pradesh, Rajasthan and Madhya Pradesh, <a href="https://boxofficeindia.com/report-details.php?articleid=5604">according to Box office India. </a> With no big releases in Indian theatres this week, film analysts are expecting Bala to perform well on weekdays too. The satirical drama starring Ayushmann Khurrana, Yami Gautam and Bhumi Pednekar is a story of Bala, a young man suffering from premature baldness. Controversy helps Bala Ayushmann's first look from "Bala" that was released in August caused anticipation among the audience. A month later, trailer of Abhishek Pathak's "Ujda Chaman" came out and it seemed to have the same story line, triggering charges of plagiarism. Comparisons <a href="https://www.businessinsider.in/entertainment/news/bollywood-is-going-bald-this-year-with-at-least-three-movies-on-the-same-topic/articleshow/71612443.cms">between "Bala" and "Ujda Chaman" </a>could not be avoided. However, Ujda Chaman starring Sunny Singh turned out to be a mediocre film. It <a href="https://timesofindia.indiatimes.com/entertainment/hindi/movie-reviews/bala/movie-review/71958951.cms">minted ₹2.23 </a>crore on the day of its release. Apart from the same plot, the look of two actors and dialogues are too similar to miss. Strangely both the films hit the theatres within a gap of 6 days. Ujda Chaman was released on 1 November. See also: <a href="https://www.businessinsider.in/entertainment/news/bollywood-is-going-bald-this-year-with-at-least-three-movies-on-the-same-topic/articleshow/71612443.cms">Bollywood is going bald this year with at least three movies on the same topic </a> <a href="https://www.businessinsider.in/entertainment/news/akshay-kumars-housefull-4-movie-box-office-collection/articleshow/71800413.cms">Akshay Kumar’s Housefull 4 beats bad reviews to make ₹80 crore in 4 days</a>

Ayushmann Khurrana’s Bala nears ₹40 crore in three days⁠ despite shutdowns for Ayodhya verdict — over thrice the collections of ‘Ujda Chaman’ in the opening weekend

With people in major cities in India working from home either because of water crisis or a flood-like situation, the weekend is going to be hectic You are going to need a couple of movies or TV series to make the best out of the two leisure days. This upcoming weekend you can watch a mix of thriller and adventure shows starting from <keyword id="3210592" type="PERSON" weightage="20" keywordseo="Stranger-Things">Stranger Things</keyword> 3 and Spider Man: Far From Home to and Ayushman Khurrana’s investigative drama Article 15. <div type="Slideshow" msid="70073624" hostid="261" title="Stranger Things new season, Arjun Reddy and The Office – here’s your weekend fix" firstImageMsid="70073625" slideCount="5"></div>

Stranger Things new season, Arjun Reddy and The Office – here’s your weekend fix

<ul><li><keyword id="56000" type="COMPANY" weightage="20" keywordseo="UNICEF">Unicef</keyword> has roped in actor Ayushmann Khurrana as its <keyword id="3043604" type="ORGANIZATION" weightage="20" keywordseo="celebrity-advocate">celebrity advocate</keyword> for promoting rights #ForEveryChild.</li><li>As a part of his association, the actor will support UNICEF towards its work around ending <keyword id="1835045" type="PERSON" weightage="20" keywordseo="Violence-against-children">violence against children</keyword>.</li></ul> Actor Ayushmann Khurrana has been roped in by <keyword id="275625" type="COMPANY" weightage="20" keywordseo="UNICEF-India">UNICEF India</keyword> as its celebrity advocate for promoting rights #ForEveryChild. Ayushmann Khurrana will support UNICEF towards its work around ending violence against children. Welcoming <keyword id="965758" type="PERSON" weightage="20" keywordseo="Ayushman-Khurrana">Ayushman Khurrana</keyword> as a celebrity advocate for children’s rights, <keyword id="6262621" type="PERSON" weightage="20" keywordseo="yasmin-ali-haque">Yasmin Ali Haque</keyword>, UNICEF Representative in India said, “I am delighted to welcome Ayushmann Khurrana as a UNICEF celebrity advocate. He’s an actor who challenges the boundary of every role he plays. He will bring a sensitivity, passion and a powerful voice for every child, with a specific focus towards ending violence against children. Ayushmann’s support will help increase awareness about this important issue, especially now with Covid-19 heightening the risk of violence and abuse against children due to the extended lockdown and the socio-economic impacts of the pandemic.” Ayushmann Khurrana said, “I am very pleased to partner with UNICEF as a celebrity advocate. I believe that everyone deserves the best start in life. As I watch my children play in the safety and happiness of our home, I think about all the children who never get to experience a safe childhood and grow up with violence at home or outside. With UNICEF, I look forward to supporting rights of the most vulnerable children, so that they grow up as happier, healthier, educated citizens in nurturing environments free from violence.” Violence occurs every day and is reality for a large number of girls and boys in India. Often the violence is caused or perpetrated by someone the child knows and trusts. Violence happens in those places intended to be protective: at home, at school, in their communities, in specialized institutions for children. It can also be online. As daily lives and families are disrupted by COVID-19, children may be at increased risk as illness, school closures, job loss and isolation measures put additional stress on families and may lead to negative coping mechanisms that may sadly include abusive behaviors against children. Children deserve to live free from violence and to have a chance to live happy, healthy lives in which they can achieve their full potential and contribute to their families and communities. UNICEF is committed to ending violence against children by partnering with children and young people, families, communities, influencers and governments. Addressing violence against children is a priority for UNICEF, placing violence prevention at the core of its work. Data on violence against children <ul><li>One out of five adolescent girls have experienced physical violence since age 15 and one in three adolescent girls married or in union have experienced violence by their husband or partners. (Source: NFHS 4)</li><li>Every hour 5 cases of child sexual abuse are reported. (Source: NCRB 2018).</li><li>50% of cases of sexual abuse are perpetrated by close family members or friends. (Source: NCRB, 2018)</li><li>99% of school children are subjected to physical and mental abuse by teachers (Source: NCPCR, 2012)</li><li>One in three children in India reported that they experienced cyberbullying. (Source: U-Report, 2019)</li></ul>

Ayushmann Khurrana joins hands with UNICEF India to advocate for child rights

<ul><li>Shubh Mangal Zyaada Saavdhan is a bollywood gay rom-com where Kartik and Aman fight the stereotypical mindset about homophobia in a small town. </li><li>The film had a strong opening with a total collection of ₹19.75 crore in two day. </li><li>According to BoxofficeIndia, the film is likely to make a business of at least ₹30 crore. </li></ul><keyword id="965758" type="PERSON" weightage="20" keywordseo="Ayushman-Khurrana">Ayushman Khurrana</keyword> has discovered the secret to winning audiences — unconvention roles. After he started his career playing the character of a sperm donor, he is yet again on screen playing a gay partner amidst Indian family drama. The film had a strong opening with total collections of ₹19.75 crore in the first two days. Moreover the Mahashivratri holiday on Friday gave a 45% boost. According to BoxofficeIndia, the film is likely to do a business of at least ₹30 crore. “If the film can hold well on Monday it should do well. The last two <keyword id="593991" type="PERSON" weightage="20" keywordseo="Ayushmann-Khurana">Ayushmann Khurana</keyword> films have done ₹140 and ₹110 crore net respectively so the trade and industry starts to expect numbers in that range but the numbers for these depend on the content and not the actor as opening is never huge,” reported Boxoffice India. <div type="twitter" handle="taran_adarsh" handlename="taran adarsh" image="http://pbs.twimg.com/profile_images/1440352704/profile_pic_taran_normal.jpg" favoritecount="12692" retweetcount="747" status="#OneWordReview... #ShubhMangalZyadaSaavdhan: BOLD. Rating: ⭐️⭐️⭐️½ Brave. Gutsy. Fearless. Dares to address Homopho… https://t.co/Qd9n8sXxBc" createdat="1582295700000" id="1230863495912153088"></div>

 <div type="twitter" handle="taran_adarsh" handlename="taran adarsh" image="http://pbs.twimg.com/profile_images/1440352704/profile_pic_taran_normal.jpg" favoritecount="7096" retweetcount="348" status="#ShubhMangalZyadaSaavdhan jumps on Day 2... Metros witness growth, while mass pockets remain strictly average... Th… https://t.co/GxygzXR0id" createdat="1582435554000" id="1231450087617900544"></div>

 Shubh Mangal Zyaada Saavdhan is a rare Bollywood gay rom-com where Kartik and Aman fight the stereotypical mindset and small-town homophobia. Aman and Kartika, who live in Delhi, want to get married but trouble follows them when Aman’s father catches them kissing — and there start panic attacks to fake suicide attempts. The film is set before India revoked Section 377 that criminalised gay sex. It draws references from the popular Shahrukh Khan movie Dilwale Dulhania Lejayenge for many scenes. <keyword id="7612227" type="UNKNOWN" weightage="20" keywordseo="Shubh-Mangal-Zyada-Saavdhan">Shubh Mangal Zyada Saavdhan</keyword> opened on February 21 in India. Apart from Ayushmann it stars Jitendra Kumar and the ‘Badhai Ho’ pair of Neena Gupta and Gajraj Rao. The film is written and directed by debutant Hitesh Kewalya. Trump’s says ‘great’ Attention Apart from Indian audiences, the Khurrana starrer also managed to gather US president <keyword id="6354484" type="PERSON" weightage="20" keywordseo="Donald-Trump">Donald Trump</keyword>’s attention. Trump, who is on a two-day visit to India lauded the rom-com on the day of its release. A human rights campaigner and LGBTQ+ activist Peter Tatchells took to social media to post about the movie. "A new #Bollywood rom-com featuring a gay romance is hoping to win over older people, following the decriminalisation of homosexuality. Hurrah!" tweeted @PeterTatchell. To this, Donald Trump tweeted : Great <a href="https://twitter.com/realDonaldTrump/status/1230881724445249536">https://twitter.com/realDonaldTrump/status/1230881724445249536</a> The movie has had a much better opening than <keyword id="710" type="PERSON" weightage="20" keywordseo="Sonam-Kapoor">Sonam Kapoor</keyword>’s Ek Ladki Ko Dekha Toh Aisa Laga which was also a gay drama story, that has failed to make a mark on the Box Office. (With IANS) See also: <a href="https://www.businessinsider.in/india/news/donald-trump-food-menu-from-chef-suresh-khanna-in-ahmedabad/articleshow/74276769.cms">Here’s the Trump menu from Chef Suresh Khanna: The beef-lover US Prez will have to settle for an all-vegetarian meal in India</a>

Ayushman Khurrana wins hearts with Shubh Mangal Zyada Saavdhan — eyes ₹30 crore in 3 days

Indian celebrities are under constant limelight and get scrutinised for their looks, fitness, great bodies, <keyword id="6358794" type="UNKNOWN" weightage="100" keywordseo="Weight-loss">weight loss</keyword>, fashion sense, etc. 
 
Celebs have to maintain their looks and physical fitness and everything that is related to them becomes important as they have a huge fan following-who copy these celebrities. 
 
Talking about Bollywood, celebrities are known for their strict work-out routine and diet plans. While some cling to nutritional foods, others have found a way to follow a balanced and healthy lifestyle with workout regime. 
 “Most of chronic conditions can be managed with healthy lifestyle- a combination of physical fitness, healthy nutrition, and mental balance. Celebrities embody this definition and serve as great examples. Celebrities work very hard like any other common man and it’s very important for them too to have healthy and fit lifestyle,” said celebrity fitness trainer <keyword id="943140" type="UNKNOWN" weightage="100" keywordseo="Vinod-Channa">Vinod Channa</keyword>. 
 
There are many Bollywood celebrities who underwent major transformation through workouts and strict diets. 
 
“Celebs such as John Abraham, Shilpa Shetty, Ritesh Deshmukh, Ayushman Khurrana, Harshvardhan Rane, Harman Bhaweja, Sohail Khan etc have worked hard and got good results. One of the transformations I remember is when Shilpa Shetty lost a tremendous 23 kgs weight post her pregnancy,” said Channa, who have trained them. 
 
If you also aspire to have fitness levels and bodies like our celebrities, these are the workouts that transformed them and can do the trick for you too. 
 
(All Images: Indiatimes)

These workouts transformed Bollywood celebs John Abraham, Shilpa Shetty, etc and you can follow them too

<ul><li>There has been an exponential rise in the consumption of essential goods.</li><li>The growing sales of products like skin creams, shampoo and toothbrushes show the evolution of the <keyword id="6356076" type="DEFINITION" weightage="20" keywordseo="indian-economy">Indian economy</keyword>. </li><li>India is also home to thriving businesses like Hindustan Unilever, Marico, Procter and Gamble, Colgate Palmolive among others. </li></ul>Bollywood star Ayushmann Khurrana’s recent viral video drives home the point that men need not shy away from embracing their softer side. This video was made in partnership with The Man Company. That’s a huge leap from a couple of decades ago when endorsements by India’s top actors and models told men they were supposed to be ‘rough and tough’. Brands and admen do not change their message on a whim. Data shows that more Indian men are ready to spend on grooming themselves and that is the next frontier for the country’s fast-moving consumer goods (FMCG) majors. And the fad has gone beyond the cities.Skincare creams, shampoos, and toothpaste have been bought by three times as many homes in India compared to 20 years ago. 
 
 
 
 
 
 
 
 
 
 
 
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 Premium is the new normal in FMCG “Some marketers believe that FMCG products / consumption is no more aspirational for the masses – this assertion is backed by significant improvement in penetration levels of most categories over the last two decades,” said the report by ICICI securities. The report added that the FMCG sector today has multiple drivers of growth – volume, premiumisation, new category creation etc. In fact, even during the economic slowdown consumers were apparently not shying away from buying <keyword id="378381" type="ORGANIZATION" weightage="20" keywordseo="Premium-Products">premium products</keyword>. “Consumers seem to be cutting back in the current environment, but when they decide to consume, they are moving to premium products. Not only is there growth in the premium segment, the profitability is also better.” said a report by brokerage firm Nirmal Bang. In the new category business, men’s grooming has proved to be a booming one. This has also led to the growth of multiple brands like Beardo, Bombay Shaving Company, The Man Company among others. According to a <a href="https://www.financialexpress.com/brandwagon/from-the-man-company-to-bombay-shaving-company-how-the-mens-grooming-category-is-growing/1781414/">report</a> by Deloitte the men’s grooming category is slated to grow at a CAGR of 45% to hit ₹35,000 crore by 2021. How India’s businesses have grown India is also home to thriving businesses like Hindustan Unilever, Marico, Procter and Gamble, Colgate Palmolive among others. Increased consumption over the years meant more businesses for these names while also driving them to bring in new sectors for growth. To take a case in point, let’s look at Marico. Marico’s India business accounts for 78% of its consolidated sales across products like Parachute, Parachute Advansed, Saffola, Hair &amp; Care, Nihar, Nihar Naturals, Livon, Set Wet, Mediker and Revive. It’s international wing has products like Parachute, HairCode, Fiancée, Caivil, Hercules, Black Chic, Isoplus, Code 10, Ingwe, X-Men and Thuan Phat. Marico’s new verticals which includes men’s grooming is expected to grow at a 20% CAGR, according to its latest financial report. Here’s a look at Marico’s profits over the past 20 years 
 
 
 
 
 
 
 
 
 
 
 
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 See Also: <a href="https://www.businessinsider.in/business/news/india-internet-industry-goldman-sachs-investment-ideas-for-future/articleshow/72326122.cms">2020 is the time to bet on India’s internet industry which will be worth $160 billion in 5 years</a>

The spectacular rise in the use of these 3 products tells the story of the evolution of the Indian economy

<ul><li>Thappad starring <keyword id="699893" type="PERSON" weightage="20" keywordseo="Taapsee-Pannu">Taapsee Pannu</keyword> witnessed a 35% growth in box office collection at ₹6.50 crore. </li><li>The total collection of the film now stands at ₹14 crore. </li><li>In order to sustain the film needs to maintain the business on Monday as well, according to Box office India. </li><li>Most of the films have garnered box office collections much below expectations. </li><li>Popular releases such as "Chhapaak", "Panga", and "Street Dancer 3D” failed to woo people. </li></ul>Thappad starring Taapsee Pannu witnessed a 35% growth in box office collection at ₹6.50 crore on Sunday alone. The film saw a low-key opening of ₹3.07 crore on Friday, its first day of release, in the domestic market despite excellent reviews and positive word of mouth. The total collection of the film now stands at ₹14 crore. In order to sustain the film needs to maintain the business on Monday as well, according to Box office India. The film saw an increase in footfalls in New Delhi, East Punjab, Gurugram, and Faridabad. “The biggest plus for Thappad is a high ratio of business from Delhi NCR which holds strongly on Monday. If Mumbai, Pune and Bangalore can sustain as well then the film should do well,” <a href="https://www.boxofficeindia.com/report-details.php?articleid=5971">reported Box office India. </a> <div type="twitter" handle="taran_adarsh" handlename="taran adarsh" image="http://pbs.twimg.com/profile_images/1440352704/profile_pic_taran_normal.jpg" favoritecount="5089" retweetcount="224" status="#Thappad jumps on Day 2... Occupancy at metros - target audience - witnesses substantial growth... Needs to maintai… https://t.co/nNf4AJ0kXl" createdat="1583042448000" id="1233995583280558081"></div>

 <div type="twitter" handle="taran_adarsh" handlename="taran adarsh" image="http://pbs.twimg.com/profile_images/1440352704/profile_pic_taran_normal.jpg" favoritecount="17350" retweetcount="1258" status="#OneWordReview... #Thappad: POWERFUL. Rating: ⭐️⭐️⭐️⭐️ Anubhav Sinha makes a strong statement yet again. #Thappad a… https://t.co/9xgEl2C3J8" createdat="1582777185000" id="1232882990511869952"></div>

 Thappad — starring Pavail Gulati, Dia Mirza, Ram Kapoor along — highlights how Indian society has normalised the concept of domestic violence. It focuses on a woman's self-respect in a relationship, and how it has been compromised over the ages owing to a certain conditioning of the mind in a patriarchal society. It has received liking from many film stars and politicians including <keyword id="710" type="PERSON" weightage="20" keywordseo="Sonam-Kapoor">Sonam Kapoor</keyword> and Smriti Irani. Bollywood actor Sonam Kapoor praised the film and called Taapsee “a clutter breaker.” Union Minister of Women and Child Development Smriti Irani has given a shout-out to Bollywood actress Taapsee Pannu's upcoming film "Thappad" Thapad isn’t the only Bollywood film to get a slow start. Most of the Bollywood films have tanked with <keyword id="6354714" type="PERSON" weightage="20" keywordseo="ajay-devgn">Ajay Devgn</keyword>'s "Tanhaji: The Unsung Warrior" as the only exception, reported koimoi.com. While Tanhaji raked ₹276.9 crore till date, the only 2020 release that saw decent earnings is "Malang", which made a business of ₹58.04 crore till date. Most of the films have garnered box office collections much below expectations. Popular releases such as "Chhapaak", "Panga", "Street Dancer 3D", "Jawaani Jaaneman", "Shikara", "Love Aaj Kal", "Jai Mummy Di", "Bhangra Paa Le", "Hacked", "<keyword id="8013796" type="PERSON" weightage="20" keywordseo="Happy-Hardy">Happy Hardy</keyword> Aur Heer", "Gul Makai" and "Shimla Mirchi" failed to woo the audience. (with agency inputs) See also: <a href="https://www.businessinsider.in/entertainment/news/ayushman-khurrana-wins-hearts-with-shubh-mangal-zyada-saavdhan-eyes-30-crore-in-3-days/articleshow/74277011.cms">Ayushman Khurrana wins hearts with Shubh Mangal Zyada Saavdhan — eyes ₹30 crore in 3 days</a> <a href="https://www.businessinsider.in/entertainment/news/watch-these-vintage-90s-shows-on-hotstar-sony-liv-and-other-streaming-platforms/articleshow/74393825.cms">Watch these vintage 90s shows on Hotstar, Sony Liv and other streaming platforms</a>

After a slow start, Thappad earns ₹14 crore and excellent reviews in three days

<ul><li>Ayushmann Khurrana has been listed as one of the top 100 Influential People in the world by TIME today. </li><li>With his rising popularity and influential power, the actor seems to be on a winning streak in the advertising world. </li><li>He has bagged marquee brands like KitKat, Peter England, The Man Company, Bajaj Allianz, to name a few, in the past few months amid a global pandemic. </li><li>We speak to experts to find out what are some of the qualities that make him influential in the brandverse. </li></ul>Ayushmann Khurrana, the only Indian actor to be featured on TIME’s 100 Most Influential People in the World list, is also becoming India’s favourite brand endorser. Even during the on-going pandemic -- when brands have tightened their purse strings -- Ayushmann has managed to grab more attention from brands and bag endorsement deals from marquee brands such as JSW India, Nestle, Toyota, Bajaj Allianz, Sprite, The Man Company, UNICEF, to name a few. Despite not having done a single blockbuster movie this year, apart from Shubh Mangal Zyada Savdhan and the virtually-released Gulabo Sitabo, Ayushmann is on a winning streak in the branding world. 2020 is turning out to be a tipping point for his career as a brand endorser. Ayushmann has around 25 brands in his kitty and in Duff &amp; Phelps’ report released in 2019, Khurrana was a new entrant at rank 10 with a brand value of $40.3 million. In the times when everyone is talking about nepotism in Bollywood, associating with Ayushmann also seems like a safe and perfect bet for an Indian brand. He is the boy-next-door from Chandigarh who has made it on his own in the industry. After his first appearance in MTV Roadies Season 2, Ayushmann found his ticket to Bollywood as Shoojit Sircar offered him a leading role in Vicky Donor. Since the beginning of his career, Ayushmann has been very picky with his choice of movies. He has made a conscious effort to increase representation of different kinds of Indians in his movies by playing a homosexual man in Shubh Mangal Zyada Savdhan, someone who suffers from erectile dysfunction in Shubh Mangal Saavdhan and a bald guy in Bala. He is also known for movies like Article 15, Dum Laga Ke Haisha, Dream Girl and Badhaai Ho that have started a conversation around different social issues. It is his choice of films that Vani Gupta Dandia, Founder of CherryPeachPlum Growth Partners - a marketing-led business consultancy thinks makes him the ideal fit for all challenger brands. She said, “AK is an actor who comes across as someone with a very, very strong personality. He's chosen to do films which stood out for the stands they took, for the very 'difficult to speak about' subjects in society. The most appealing thing about Ayushmann Khurrana is that while he has chosen to do very offbeat films he still has a very mainstream appeal. His brand endorsements have also been in line with the offbeat actor he comes across as.” On what qualities does he stand for and which brands should he choose, Vani Gupta Dandia added, “Brands that are looking for halo values like intelligence, substance vs frivolous mass appeal, gumption to stand up for difficult causes, choose v/s be chosen, and strong-mindedness - are best suited for a tie-up with him. He must be careful to stay true to who he is and not fall into the trap of the typical bolly 'dance- around-the-trees' mould. His appeal is in being a 'deliberate' and intelligent actor. Not the mainstream hero. He should carefully nurture this positioning and associate with causes and brands that fortify his own imagery in the consumers’ mind.” Karthik Srinivasan, Independent Brand Consultant and Social Media Expert, calls Ayushmann the Amol Palekar of our times - a true 'everyman', but with extra panache. He explained, “Given his smart choice of film scripts where he plays 'everyman' without the extraordinary stunts that define our films' heroism, and convincingly pulls off seemingly 'normal' roles, and given the enormous success he has garnered in such narratives, he fits perfectly for any brand that wants a relatable super-celebrity.” Talking about what makes Ayushmann brands’ favourite, Harish Bijoor, Brand Guru &amp; Founder, Harish Bijoor Consults Inc. said, “He is not the big-boots star of Bollywood. Neither is he a peripheral actor, many of whom come, survive and leave. He is someone in-between. And that's the beauty of his success today. As an actor, he is a method actor of repute. He has under his belt a series of hits that few can boast. In many ways, he is the small-budget star who takes the entire ecosystem of the film that is made to success. Today, viewers of Hindi cinema are bored to death by the big stars and the bigness they represent. In many ways, this is a David versus Goliath liking that comes to the fore. The big star is just too big, unapproachable and just too far away physically and metaphorically. The smaller star is that much closer, and that much more to emote with as a persona. This is Ayushman's touchstone of success.” Ayushmann also bagged a deal with Bajaj Allianz Life this month. On why the brand chose him as its face, Chandramohan Mehra, Chief Marketing Officer, Bajaj Allianz Life, said, "Ayushmann outscores his new age peers on the attributes of relatability and likeability, across consumer profiles. Also, in context of his rise on back of the smart, unconventional and consistent choices he has made, his marketability has enhanced. He is seen as a role model and hugely talented across profiles of age, gender and income groups." Ayushmann can act, sing and dance. He also writes poetry. His versatility and boy-next-door image make him brands’ sweetheart. N. Chandramouli, CEO, TRA said, “Ayushmann Khurrana is one of the multi-talented, multi-faceted actors who has a range of successes behind him in the movies. Without controversies, he is a stable bet for any brand. He has been considerably active in social media during the lockdown and combined with his earlier successes, this has increased his social media presence and salience. Ayushmann is versatile and he can endorse a range of categories, right from footwear to ice-creams, menswear to colas. His affable persona, boy-next-door looks gives him a wide range to choose from. Cost is a key driver for brands when choosing between endorsers, and his costs being lesser than superstar fees, makes him amenable to be the pick of brands, too.” Lately, we have seen endorsers who are more than a model but less than a nepotism-breed superstar like Vicky Kaushal and Ayushmann, get popular in the brandverse. With this, the definition of ‘superstar’ is also changing. Explaining what is driving this change in the industry, Srinivasan said, “Ayushmann is a bonafide superstar, by star value and films' success alone. As for the industry trend of more than a model, but less than a superstar, it could be mirroring the interest in tier-2 and tier-3 social media stars so that brands can tap into small user circles who are their followers. Similarly, given that mainstream, theater-led cinema was the only criteria to bill someone as a superstar at one point, there are now many other media platforms for someone to be called a budget-superstar or a different kind of superstar. Many actors have become big only by doing OTT shows, and many on TV alone. So there's a better range for that phrase 'superstar' now.”

Why Ayushmann Khurrana, the only Indian actor to feature on TIME’s 100 Most Influential People list, is also the blue-eyed boy for brands

By Justin Rao and Komal Panchamatia Mumbai, May 12 () Big ticket releases such as Amitabh Bachchan's "Gulabo Sitabo" may bypass theatres and premiere directly on digital platforms, being seen as a potential saviour for the film industry in a year marred by the COVID-19 pandemic and uncertainty over when cinemas will open.Faced with the question of going "direct to digital" or waiting for theatres to open after the situation improves, many filmmakers and production houses are exploring the option of heading to streaming platforms, industry insiders said.Shoojit Sircar's Amitabh-Ayushman Khurrana starrer "Gulabo Sitabo", Anu Menon's eponymous biopic on math genius Shakuntala Devi, with Vidya Balan in the title role, as well as "Chehre", another Amitabh film, are among the films likely to be released soon on a streaming platform."The deal of releasing 'Gulabo Sitabo', a quirky comedy set in Lucknow, and 'Shakuntala Devi' on Amazon Prime Video has been locked. The official announcement for both the films is most likely to be made this week," a source close to the streamer told .Ronnie Lahiri, producer on "Gulabo Sitabo", neither confirmed nor denied reports when reached out to him but asked journalists to wait for an official statement.An insider on the team of "Shakuntala Devi" also did not comment about the film's digital release."Chehre" producer Anand Pandit said a digital release was under consideration."Given how the lockdown is panning out, a digital release for 'Chehre' is being mulled," Pandit said, adding they would wait till the first week of June to take a final call.India has been under lockdown since March 25 to curb the spread of the novel coronavirus.The one official announcement was the release of Nawazuddin Siddiqui's film "Ghoomketu", which streamed on ZEE5 last week. Most other plans are shrouded in secrecy with officials reluctant to come on record. But the list of 2020 films which will be released on streaming platforms is long, said insiders. Top on the list is "Laxmmi Bomb", featuring Akshay Kumar and backed by Fox Star Studios, which has reportedly been picked up by the recently launched service Disney+Hotstar. However, Hotstar representatives maintained a "no comment" stance as did producer Tusshar Kapoor.The movie, directed by Raghava Lawrence, was scheduled to be released on May 22 in theatres. That is unlikely to happen with no signs of cinema theatres opening even if the lockdown ends.The other 2020 releases -- Varun Dhawan-starrer "Coolie No 1", "Jhund" with Bachchan and Jahnvi Kapoor's "Gunjan Saxena" -- are also likely to head to different OTT platforms.Kiara Advani-starrer "Indoo Ki Jawani", co-produced by Nikkhil Advani and Bhushan Kumar, is also reportedly looking for a digital release.However, Advani said the film is currently being edited "despite physical constraints" and the team is optimistic it will be ready "very soon"."We are exploring all possible avenues. Nothing stands confirmed or committed. As soon as we are clear about the way ahead, we will make a statement," he said.Bhushan's T-Series' has two other films, "Ludo" and "Jhund".While questions sent to Bhushan on the slate of his films were left unanswered, a source from the production house confirmed that T-Series is planning to release its films digitally and talks are currently on.There are also some producers who want to wait it out.Producer Jackky Bhagnani, who was looking forward to the theatrical release of "Coolie No 1" on May 1, said he is not thinking about films right now. "Let us overcome this crisis and we will announce in happier times," Bhagnani said when asked about whether he was looking at releasing the film digitally.Reliance Entertainment said it will wait to release two of this year's most awaited films – Akshay starrer "Sooryavanshi" with "83", fronted by Ranveer Singh. The team will wait for the lockdown to be lifted and release these movies in theatres."We will first complete the film then we will wait. If six or nine months down the line the situation becomes much worse we will take a call at that time. There is no hurry. Same is the case with 'Sooryavanshi' and our other films," Reliance Entertainment Group CEO Shibashish Sarkar told last month.Irrfan Khan's last film "Angrezi Medium" headed to OTT platforms soon after its theatrical release as the lockdown led to cinema halls being closed. "There is a lot of big money involved. Also, if you release on OTT you cannot release it in theatres… If you release a film in theatre it will come on satellite as well as digital later," said trade analyst Taran Adarsh.Last week, the Multiplex Association of India (MAI) appealed to studio partners, producers, artistes and content creators to support the cinema exhibition sector by holding their films and releasing them in theatres once they reopen.The statement followed reports that several films were looking at a direct to digital release amid the lockdown.The combination of "pent-up demand" and the promise of new movies would boost film business and contribute massively in reviving the industry, the association said."The collective, social experience of watching films on the big screen needs to be preserved and it can be done so only with the collective support of all stakeholders," the statement from the body read."One can't say the film will lose or gain from a digital release, because when you release a good film in theatres, sky is the limit," Adarsh added KKP/JUR RDS MINMIN

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