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A fierce competition is going on among different online shopping portals on <keyword id="188" type="ENTERTAINMENT" weightage="80" keywordseo="Diwali">Diwali</keyword>. Earlier, Flipkart had come up with ‘The Big Billion Day’ followed by <keyword id="541988" type="COMPANY" weightage="100" keywordseo="SnapDeal">Snapdeal</keyword>’s 1+1 offer and flat 50% discount. <keyword id="18635" type="CITY" weightage="100" keywordseo="Amazon">Amazon</keyword>, too, had offered ‘Diwali Dhamaka Sale’ from 10-16 October. 
 Today, on the occasion of <keyword id="4067" type="UNKNOWN" weightage="100" keywordseo="Dhanteras">Dhanteras</keyword>, Amazon is once again offering heavy discounts. It is offering minimum 16% and maximum 56% off on products like laptop, mobile phones, home appliances and kitchen products. The sale has started from 7 am today. 
 
Moreover, Snapdeal is also trying to lure customers by offering 50% off and 1+1 offer on the occasion of Dhanteras today. Snapdeal is also giving flat 50% off on many products. 
 
Since Diwali is a big festival, e-tailers are leaving no stone unturned cash in during the festive season.

Dhanteras Dhamaka: Amazon, Snapdeal Offer Up To 50% Off

The festive season is here and like every year, various companies are offering a discount on their products, spreading some cheer in the air. <keyword id="19914172" type="General" weightage="20" keywordseo="Sony" source="keywords" meta.keywordsubtype="org" meta.entityname="Sony" meta.hostid="261" meta.entityid="Sony">Sony</keyword> has also joined the fray and is offering a special discount this Diwali on the <keyword id="21466714" type="General" weightage="20" keywordseo="Playstation-5-Slim" source="keywords">PlayStation 5 Slim</keyword>. For a limited time, customers can enjoy a Rs 5,000 price cut on both the Disc (CFI-2008A01) and Digital (CFI-2008B01) versions of the popular console. This Diwali offer sees the starting price for the <keyword id="15461094" type="General" weightage="100" keywordseo="ps5-slim" source="Orion">PS5 Slim</keyword> drop to Rs 49,990, making it a great opportunity for gaming enthusiasts to grab the console at a reduced rate. <h2>Sony's Diwali offer on PS5 Slim </h2> The offer is valid till October 23 and customers can purchase the discounted PlayStation 5 Slim via Sony Centre, Flipkart, Amazon, and other major retailers. Along with the price cut, <keyword id="20111448" type="General" weightage="20" keywordseo="Sony-India" source="keywords" meta.keywordsubtype="org" meta.entityname="Sony India" meta.hostid="261" meta.entityid="Sony India">Sony India</keyword> is sweetening the deal by offering a three-year comprehensive warranty on select models, along with the option for easy EMI plans. Apart from the PS5 Slim, Sony is also rolling out Diwali deals on its home entertainment products. Customers can avail discounts of up to Rs 64,990 on Bravia TV and soundbar combos, with EMI plans starting at Rs 2,995. Additionally, Sony’s premium Bravia Theatre soundbars are being offered at a starting price of Rs 79,990, while the high-end Bravia Theatre Quad, priced at Rs 1,99,990, comes with Rs 12,000 cashback and EMI options from Rs 5,995. <h2>About PS5 Slim </h2> The PlayStation 5 Slim retains all the powerful features of its standard counterpart, boasting an 8-core AMD Ryzen Zen 2 CPU and AMD RDNA 2 GPU, ensuring smooth performance even for the most demanding AAA games. It supports 4K Blu-ray discs, ensuring a high-definition gaming experience, and comes with 1TB of SSD storage and 16GB of GDDR6 RAM. Connectivity options include Ethernet, HDMI, and USB ports, making it a versatile addition to any home entertainment setup. The console is also compatible with PS VR2 headsets, allowing users to enjoy immersive virtual reality experiences.

Sony offers special discount on PS5 Slim in India, available for under ₹50,000

Now that we are only a few days away from Diwali, the shopping frenzy has hit people really hard. In case you haven’t done your gadget shopping yet and don’t have the time to go through hundreds of deals popping up every minute, here’s a quick look at some interesting offers straight from the Big Brands (or their authorised retailers). Sales have been a bit tepid after the RBI scrapped the popular ‘0% <keyword id="6357050" type="COMPANY" weightage="100" keywordseo="EMI">EMI</keyword> scheme’ for consumer electronics buying and one can only use the <keyword id="6357149" type="CITY" weightage="80" keywordseo="HDFC-bank">HDFC Bank</keyword> credit card for 3-12 months’ easy payment option. While the bank charges the usual interest on credit card spending, some sellers also charge a flat processing fee – adding up to the cost. But even then, mobile and electronics rank high one on one’s shopping list, occupying the 2nd slot after clothes and accessories – according to a recent survey by Cashkaro.com, India’s leading cash-back and coupons site. So start your 5-minute browsing now to find out what suits your fancy and wallet this Diwali. 
 
Buy smart, save more with <keyword id="10591" type="CITY" weightage="100" keywordseo="Samsung">Samsung</keyword> 
Act smart and go for these fabulous bargains – owning a Samsung Galaxy has never been this easy. Now you can save Rs 3,100 on a Galaxy S III (16 GB) and buy one for Rs 25,400. The compact yet powerful Galaxy S4 Mini is also up for grabs – the price has been slashed by Rs 4,140 and it now costs Rs 23,360. But there’s more to it. 
 Under the <keyword id="1919910" type="UNKNOWN" weightage="100" keywordseo="Smart-Buy">Smart Buy</keyword> offer, one can get a 10% cash-back on the latest flagships – Galaxy S4 and Galaxy Note 2. The offer will be valid till November 5 and one has to use a <keyword id="6356454" type="CITY" weightage="80" keywordseo="standard-chartered">Standard Chartered</keyword> debit/credit card for the purchase. If you meet the criteria, this will bring down the price of Galaxy S4 from 41,500 to Rs 37350 while the Galaxy Note 2 <keyword id="999344" type="UNKNOWN" weightage="100" keywordseo="phablet">phablet</keyword> will cost you Rs 28,935, instead of Rs 32,150. In addition, the Korean giant is offering free accessories such as Maxx PBS-26-SDI smart charger and Plantronics ML2 Bluetooth headset. 
 
 
 
Smart upgrade from <keyword id="6354716" type="CITY" weightage="100" keywordseo="Nokia">Nokia</keyword> If you are still banking on M/s Reliable, check out these buyback offers from the Finnish handset maker. This Diwali, you can own a <keyword id="815197" type="UNKNOWN" weightage="100" keywordseo="Nokia-Lumia">Nokia Lumia</keyword> for less as you exchange your cell phone with any of these four handsets – Nokia Lumia 520, 620, 625 and 925. Just take your old phone to the nearest mobile store and get it assessed for the exchange value (you will find more information here (<a href="http://www.nokia.com/in-en/buyback/">http://www.nokia.com/in-en/buyback/</a>) regarding applicable devices). There’s an EMI provision as well, post the exchange discount ranging from Rs 4,000-10,000. Plus buyers get attractive deals in terms of movies, music and data usage. Good bargain, overall, for anyone looking to go the <keyword id="28168" type="TECHNOLOGY" weightage="100" keywordseo="Smartphone">smartphone</keyword> way on a budget. There’s also a free <keyword id="35450" type="COMPANY" weightage="80" keywordseo="insurance">insurance</keyword> scheme going with its Asha 501 model, valid till November 15. 
Image: Nokiarevolution.com 
 
 
 
Affordable <keyword id="6355629" type="CITY" weightage="100" keywordseo="Google">Google</keyword> gadgets If you love a superb <keyword id="6355645" type="COMPANY" weightage="80" keywordseo="android">Android</keyword> tablet at dirt cheap price, go for the <keyword id="1118355" type="UNKNOWN" weightage="80" keywordseo="Nexus-7">Nexus 7</keyword> with Wi-Fi (32 GB). Right now, you can get 31% discount on this model and Flipkart it for just Rs12,999. The high res screen, sleek look and good battery life, along with latest Android updates, make it a great purchase for budget shoppers. The 16 GB (Wi-Fi) variant comes with a whopping 37% <keyword id="1919911" type="UNKNOWN" weightage="100" keywordseo="price-slash">price slash</keyword> and costs only Rs 9,999, while Nexus 7C ((Wi-Fi, 3G, 32 GB) is priced at Rs 15,999 (27% discount). In case you are looking for the 2nd Generation Nexus, to be launched here in November, it’s already up online. eBay India is currently selling the 16 GB Wi-Fi model for Rs 22,490. 
 Those looking for a device between a tab and a netbook, can get their hands on Google’s lightweight laptops at Flipkart – the Acer C720 Chromebook for Rs 22,999 (11% off the original price) and the <keyword id="6367983" type="CITY" weightage="80" keywordseo="HP">HP</keyword> Chromebook 14 at Rs 26,990. You also get combo offers and additional discounts. One can also buy these at select Croma stores in Delhi and Mumbai. The HP system features a 14 inch screen and 32 GB storage, while the Acer one has 11.6 inch screen and 16 GB storage. The HP device also has more USB ports and a card reader. 
Image: droid-life.com 
 
 
 
Bond with Sony for more products per product Here, discounts vary from <keyword id="6356318" type="POSITION" weightage="100" keywordseo="Dealer">dealer</keyword> to dealer, but you get loads of freebies from the company when you buy a Sony product. In fact, you are pampered for choice when you take your pick from its wide range of Bravia televisions, <keyword id="49069" type="ORGANIZATION" weightage="100" keywordseo="Vaio">Vaio</keyword> laptops or the Xperia series of smartphones/phablets/tablets. For instance, you can buy a Bravia and get freebies like 3D Blu-ray players and Blu-ray movies, PS3, headphones and 8 GB USB drives for free. Then there are special <keyword id="25455" type="ORGANIZATION" weightage="100" keywordseo="finance">finance</keyword> offers to make it light on your pocket. 
 
For the Xperia range, one can get good deals from e-tailers like Flipkart, Snapdeal, HomeShop18, The MobileStore or Indiatimes Shopping. It starts from as little as Rs 6,500 for an Xperia Tipo and can go up to 43K for the latest waterproof smartphone Xperia Z1. Diwali offers from Sony also include freebies such as 5,000 mAh portable charger, MDR-ZX 100A headphone, premium case, snap-on cover and free data usage on different models. The Vaio line of laptops comes with bundled freebies including HDMI to VGA adapter dongle, MDR-ZX 100A headphone, and wireless keyboard &amp; mouse. 
 
 
 
 
<keyword id="13722" type="CITY" weightage="100" keywordseo="Lenovo">Lenovo</keyword> celebrating it big time Lenovo is celebrating this Diwali with lots of free accessories and discounts. You will get a sleek headset, a USB speaker and a wireless mouse with every <keyword id="13723" type="UNKNOWN" weightage="100" keywordseo="Laptop">laptop</keyword> you purchase, and a wireless headset for each all-in-one PC. Plus the company is giving generous discount on its <keyword id="516715" type="UNKNOWN" weightage="100" keywordseo="IdeaPad">IdeaPad</keyword> U, IdeaPad Z, <keyword id="720938" type="UNKNOWN" weightage="100" keywordseo="IdeaCentre">IdeaCentre</keyword> A and IdeaCentre B series. Just visit your nearest Lenovo shop and grab one. 
 
 
 
<keyword id="6354356" type="COMPANY" weightage="100" keywordseo="BlackBerry">BlackBerry</keyword> charm still on 
Those in love with the BB experience cannot go off it and the fabulous festival discounts on its premium Z10 model is bound to get some Diwali shoppers back to its fold. Earlier, BlackBerry announced an exchange offer on Z10, offering up to Rs 11,000 under the scheme. And you can still get it for Rs 29,990 as a limited period festival offer. But the e-tailers across India have really gone overboard with Diwali discounts and the last we checked, Z10 was up for grabs for as little as Rs 20,835 on eBay India. The smartphone running on the latest BB10 OS was launched here in February this year and was originally priced at Rs 43,499. 
 
 
 
Mad about Germany? Buy Bosch this Diwali Celebrate this festive season with exciting offers from Bosch, Europe’s leading <keyword id="16274" type="UNKNOWN" weightage="100" keywordseo="home-appliances">home appliances</keyword> brand, and win a trip for 2 to Germany. The scratch-and-win offer entitles 3 lucky customers (each gets two tickets) for the trip on a purchase of Bosch washing machines above 6 kg. And you also get to win assured discounts of Rs 250-Rs 9,999. The offer is available across all authorised Bosch dealers till November 15. There is a money-back offer for Bosch dishwashers as well, valid till the end of November. It gives you a chance to buy a dishwasher and return it within 30 days, if you are not satisfied. 
 
 
 
With LG’s offerings, life feels good An exciting brand with loads of top-end gadgets and domestic appliances. Visit the <keyword id="1919905" type="UNKNOWN" weightage="100" keywordseo="LG-Brand-Shops">LG Brand Shops</keyword> this Diwali for attractive cash-back offers, free insurance (for 6 months) and discount on annual maintenance cost (for domestic appliances). Try out the combo offers on LED <keyword id="6355065" type="COMPANY" weightage="100" keywordseo="tv">TV</keyword> and home theatre system (costs around Rs 55,000) or the Cinema 3D range of televisions for as low as Rs 42,000. As for mobile fads, LG Nexus 4 (16 GB) under 24K could be a good choice. 
Image: LG 
 
 
 
 
Finally, Kindle deals from <keyword id="6354743" type="COMPANY" weightage="100" keywordseo="Amazon-India">Amazon India</keyword> Here is the last of the bunch, from the e-commerce giant. Amazon India has just announced special Diwali offers on its <keyword id="831408" type="UNKNOWN" weightage="100" keywordseo="Kindle-e-reader">Kindle e-reader</keyword> and <keyword id="1919917" type="UNKNOWN" weightage="100" keywordseo="Kindle-Fire-HD-8-9-inch-tablet">Kindle Fire HD 8.9 inch tablet</keyword>s. Now you can buy a Kindle e-reader (not the Paperwhite devices) for Rs 4,999 instead of Rs 5,999. The 16 GB Kindle Fire HD 8.9 inch tablet is now available for Rs 17,999 – an aggressive price drop of Rs 4,000 from the earlier Rs 21,999. The 32 GB variant has seen a similar price cut – it is now available at Rs 21,999 instead of Rs 25,999. All offers are valid till November 1 and you only get them if you buy the gadgets from the Amazon India site. 
 
 
 
 
Image of fireworks: Wikipedia

Last-minute Diwali Shopping: Check Out These Top 9 Gadget
Deals

<keyword id="188" type="ENTERTAINMENT" weightage="60" keywordseo="Diwali">Diwali</keyword> is a time when <keyword id="436047" type="UNKNOWN" weightage="20" keywordseo="Ecommerce">ecommerce</keyword> companies struggle to make sense of the madness that comes with the festive sales. 
 It is the testing time for most corporates and hence, it is taxing on most employees whose targets and work is under a litmus test. From flipkart to amazon to <keyword id="541988" type="COMPANY" weightage="100" keywordseo="SnapDeal">snapdeal</keyword>, everyone is struggling to come first in this marathon and this week is it. 
 Business Insider caught up with <keyword id="2850599" type="UNKNOWN" weightage="20" keywordseo="Saurabh-Nigam">Saurabh Nigam</keyword>, Vice President - Human Resources at Snapdeal to figure out how Snapdeal is making sure that their employees are managing this pressure during sale season. 
 
‘We have lined up a slew of initiatives to ensure a fun and relaxing work environment for our employees. In the run-up to Diwali, we also hired 10,000 temporary staff; these temporary positions are mostly in logistics to ensure deliveries flow smoothly and in the time committed to users.’ 
 
To keep the employee morale high, the company is making some extra efforts to make sure their people feel motivated- 
 
1. Free snacks and drinks to people working through long hours or overnight shifts. 
2. Sleep Zones in office corners equipped with comfortable sleeping bags, if people require unwinding. 
3. They offer yoga classes throughout the year, their frequency would be increased during the festive season. 
4. Free drops will be provided to employees working late hours. 
5. The gym will remain open 24/7 and their in-house salon will operate extended hours, in case employees would like to avail any services. 
 
Nigam added, "Diwali business event for Snapdeal. For Ecommerce companies Diwali to diwali constitutes as a financial year. Months of planning goes into this to provide a great customer experience. To add to this initiative we have made October extra special with every Friday of the month being an ‘unwinding Friday’. From Special events like comedy acts, jamming sessions to engagement with underprivileged kids, we have got it all.’’ 
 
We are also managing a family day on the last Friday, 28th October to thank the families of our employees during this crunch time. 
 
This B2C company is a great example of a great workplace where employees are treated as people before workers.

Ecommerce companies employees are stressed out during the
festive sales. This is how Snapdeal is dealing with it

<keyword id="1868750" type="UNKNOWN" weightage="100" keywordseo="Hike-Messenger">Hike Messenger</keyword>, which has paved its way to become the biggest local messaging app in India with around 70 million users, has announced a special Diwali gift. 
 The company has launched exclusive discount coupons from over 100 top brands like <keyword id="18635" type="CITY" weightage="100" keywordseo="Amazon">Amazon</keyword>, <keyword id="6357395" type="CITY" weightage="100" keywordseo="eBay">eBay</keyword>, <keyword id="6388367" type="COMPANY" weightage="100" keywordseo="Jabong">Jabong</keyword>, <keyword id="2629806" type="UNKNOWN" weightage="100" keywordseo="askmeBazaar">AskMeBazaar</keyword>, <keyword id="569372" type="UNKNOWN" weightage="100" keywordseo="Dominos">Domino’s</keyword>, <keyword id="58553" type="COMPANY" weightage="100" keywordseo="Pizza-Hut">Pizza Hut</keyword>, which will allow users to buy and gift items or order food from their favorite restaurants. The deals are exclusive and have been customised only for the users of Hike Messenger. 
 
The interface designed for these coupons is easy and user friendly interface, one just needs to open the messenger and tap on the ‘Coupons’ chat on the home screen. Afterwards, users can simply tap on ‘Get coupon code’; a code would be generated, which can then be redeemed on the brand’s mobile site, website or app. 
 “We’ve been working on some really exciting Diwali gifts for our users and we’re finally super excited to roll them out. First up, we’re launching Coupons to our entire user base just in time for Diwali. Over 70 million users on hike can now experience some amazing, exclusive discounts across a 100 brands only on hike. In addition, we’ve had added some great, fun stickers and also a few exciting Chat Themes just for Diwali so that hikers have a fantastic experience during one of India’s biggest festivals,” said <keyword id="6567188" type="UNKNOWN" weightage="100" keywordseo="Kavin-Bharti-Mittal">Kavin Bharti Mittal</keyword>, who is the Founder and CEO of Hike Messenger.

Hike goes the eCommerce way

<ul><li>Tanishq’s latest Ekatvam Diwali ad stirred up a new row of controversy on social media for promoting a crackerless Diwali. </li><li>The brand was quick to delete its ad this time. </li><li>This made us wonder if brands are setting a wrong precedent by pulling down their advertisements and giving in to these bullies too quickly? Will consumers lose faith in the brand for backtracking and its lack of confidence? </li><li>Experts tell us their thoughts and ideal ways of dealing with online trolling. </li></ul>Tanishq has found itself in troubled waters yet again. On November 09, #BoycottTanishq was trending on Twitter for another advertisement under its on-going ‘Ekatvam’ (unity) campaign and this time, we are scratching our heads to find a reason why it offended the internet users. The ad featured four independent actors Sayani Gupta, Neena Gupta, Alaya F and Nimrat Kaur talking about what they love about Diwali and how they are going to celebrate the festival this year. The ad is about female companionship and oneness. It celebrates successful women and positions itself as a brand that caters to women of all ages. Tanishq’s latest ad wasn’t just about promoting a noise-free Diwali, contrary to what trolls think. It was about celebrating Diwali with family and not bursting crackers was just one of the messages they gave. The message which offended many internet users wasn’t the central thread of the ad. It was woven around the message of equality and togetherness. Its caption read, “This Diwali, let’s unite and celebrate with those closest to our hearts.” While many experts say that religion is a tough subject to handle and brands should be careful in the way they project themselves, this time, Tanishq played it safe. It only featured Hindu, upper-caste and class women celebrating Diwali. So, what was the problem? It seems like the memories of the previous storm were still fresh and the mere sight of Tanishq is offending Twitterati. They were quick to jump in to ask for another boycott for ‘trying to advise Hindus on how to celebrate their festivals’ and ‘defame their culture.’ “Why should anyone advise Hindus how to celebrate Our Festivals? Companies must focus on selling their products, not lecture us to refrain from bursting Crackers. We will light lamps, distribute sweets and burst green crackers. Please join us. You will understand Ekatvam,” said a user. “Saw a recent ad campaign by Tanishq Jewelry where some bimbos prattle vacuously about how Deepavali is about buying clothes and jewellery. Looks like this is the new woke line. Strip Deepavali of all religious significance and make it a kind of a glorified kitty party with lights,” said another Twitter user. They even had a problem with women not wearing symbols of patriarchy and their badges of being married such as bindis, bangles and sindoor. <div type="twitter" handle="krithikasivasw" handlename="krithika sivaswamy" image="http://pbs.twimg.com/profile_images/1307598588181016576/coJ-S3Qq_normal.jpg" favoritecount="172" retweetcount="61" status="No bindi, no deepam, no lakshmi pooja. While I don't like to intefere into people's dressing or spiritual choices… https://t.co/tzM0cbaXk0" createdat="1604896710000" id="1325659002307375105"></div> It was around a month ago that Tanishq’s ad film about a Hindu bahu and her Muslim saas living together peacefully made the trolls uncomfortable. In both these controversies, Tanishq was quick to withdraw its ad and apologise for hurting religious sentiments. This made us wonder if brands are setting a wrong precedent by pulling down their advertisements and giving in to these rabble-rousers too quickly? The last time, Tanishq withdrew its ad because the safety of its employees was in danger and so far, for its recent ad, it has just been social media outrage. Powerful brands like Tanishq have the resources to stand up to these bullies. Brands are also aware of the volatile climes they live in and how advertisements can irk some internet users. So, are brands not hiring good media planners? Will consumers lose faith in the brand for backtracking and its lack of confidence? A larger question every CMO ponders upon, what is the ideal way to deal with these online bullies? We reached out to experts to find out. Here is what they had to say: Lloyd Mathias, Business Strategist and Angel Investor: I am surprised that Tanishq chose to take down the ad in the face of social media backlash. I am sure the brand foresaw the likely controversy when they chose to go down this path – so backtracking now is a little surprising and doesn’t speak well for their planning. It is important for companies and brands to respect public sentiment. After all, a brand and a company exists within a larger community and all it does is have to reflect the values of its users and the larger society it operates in. Thanks to their reach and heft, brands have become important elements in shaping culture, influencing behaviour and moulding opinion. It is therefore important for them to proactively do the right thing, even though it may have short-term implications for their business. Harish Bijoor, Brand Guru &amp; Founder, Harish Bijoor Consults Inc: I very simply believe that brands must avoid touching topics that either directly or indirectly touch politics or religion. Anything that touches these two or adjacent issues such as custom and tradition, must be avoided. These are sensitive times. Avoid issues that sensitize audiences further. Akshara Vasavda, Creative Lead, Schbang: Another <keyword id="2851713" type="PERSON" weightage="20" keywordseo="Tanishq-Ad">Tanishq ad</keyword> taken down because of angry trolls upset over someone saying we shouldn't burst firecrackers, because you know, we're kind of in the middle of a pandemic and an on-going climate crisis in general. How dare they? First, let's focus on the real issue - the extremists dominating much of the Indian media and social media right now, spreading their intolerance in almost every sphere of our lives. There is no platform where one can express their (very reasonable and justified) views freely without getting attacked by angry extremist trolls. Whether or not Tanishq should have taken the ad down is a separate conversation. They are still yet another victim of growing extremism in our country, albeit a very privileged victim with power and resources to fight this issue and bring some much needed change. Should Tanishq have taken this ad down? Absolutely not. I work on a brand 100x smaller than Tanishq that was attacked for a week straight for a simple social media post on Navratri, but we stuck to our cause and fought the trolls off with a team of 3 girls handling ORM. I simply do not see why a brand like Tanishq feels forced to take the ad down except for maybe, just maybe, they want to have their cake and eat it too - please the progressives but be in the good books of conservatives/right wing audience as well. Afterall, their sales come from the old and the rich. Or maybe, they want the controversy. Whatever the reason is, I'm out of sympathy for this TATA giant, when small, independent brands are not afraid to stand up in the face of right-wing suppression of speech. Kuber Chopra, Founder, Creative and Strategy Director, Rasta: What Tanishq is dealing with is not a "might offend someone" mindset, it's got to a point where the trolls have simply marked some brands as too liberal for their liking. Just like they would mark some popular liberal voices as those to quash dare they speak. While I did feel when they released the last ad, they would have been conscious of potential backlash, on this occasion they're just dealing with depressing brainwashed mindsets that are going to continue to get offended by the sight of Tanishq. They are probably offended by this because there are 4 independent women and no men in a Diwali ad (albeit it's a jewelry ad) speaking English. I'm honestly a little saddened to suggest a hack for this, but if Tanishq doesn’t think putting a brave front is worth it, they should change the script and redo the voice over perhaps in Hindi. If they want to be brave they can release little snippets of each of these women lighting dias and a little story about who they are, where they're celebrating Diwali. And of course, doing nothing is also a strategy. Hope Tanishq has the best Diwali and open minded Diwali shoppers make their wallets heard. Akshaara Lalwani, CEO &amp; Founder, Communicate India: Conceptualization of an ad campaign is backed by the vision to create an emotional connect with the audience. While ṭhis attempt may at times click well for the brand, there is a possibility of it backfiring too, especially during such sensitive times, when the world is battling through a global health crisis and emotions are heightened. However, keeping that in mind, it is also imperative for brands to believe in its value system and not change as per audience receptiveness. Thus, pulling down the ad wasn't the best way to deal with this situation and only reflected the lack of belief in the idea that the brand had executed through this campaign If we observe the audience engagement post-global-lockdown, it has reflected an upsurge in the rate of social media trolls. Having had the technological access and ample amount of time at hand, people are consuming content on a larger scale and hence brands have been put under the microscopic lenses. In order to deal with such trolls, brands need to evaluate and understand the sentiment that the campaign has brought forth among the audiences. Basis the audience reaction, devising a strategy that helps communicate the campaign’s authentic idea is the best way to tackle the situation at hand. Amyn Ghadiali, Vice President -Business &amp; Strategy, Gozoop: It definitely sets a wrong precedent. I believe that more than trolls, the customers also lose faith in the brand because it doesn’t have the courage to see through things that they actually believe in. If I were the brand custodian at Tanishq, the fundamental question I would ask myself is that do I believe in what I am saying &amp; are the ones trolling me/ my customers? If they are, then I would really like to understand their POV better rather than pulling down the ad. If they are random trolls, who never would be able to afford my brand, why even bother? Also, if a brand believes in a progressive society, I would want to have customers who share that ideology. Look at how Jeff Bezos supported black lives matter. I wouldn’t call it strategy, I would simply call them principles. We all know principles mean nothing if they don’t cost us something. The best way to deal with trolls is to create an army of brand advocates that stand by your decision and belief. In-case of a polarising debate like that of Tanishq or for that matter any brand, it is important to have a spine and stick through. People who support your belief system will come forward, defend you and in-fact respect you even more.

Is Tanishq’s Ekatvam Diwali ad being pulled down setting a wrong precedent?

<ul><li>Over the years, there were growing calls by the Hindu community to declare <keyword id="188" type="General" weightage="100" keywordseo="diwali" source="Orion">Diwali</keyword> a school holiday. </li><li>Banks said <keyword id="6355838" type="General" weightage="80" keywordseo="new-york" source="Orion">New York</keyword> City is home to the whole world and children from all communities and backgrounds go to school here.</li><li>Consul General of India in New York Randhir Jaiswal thanked Adams for making Diwali a school public holiday.</li></ul> In a significant decision, Diwali will be a public school holiday in New York City starting 2023, with Mayor Eric Adams saying this sends a message about the significance of the city's inclusiveness and this "long overdue" step will encourage children to learn about the festival of lights. Adams, joined by New York Assembly Member Jenifer Rajkumar and New York City Schools Chancellor David Banks, said Thursday that in conversations on the campaign trail around how to run the state better, he "learned so much" about the Diwali holiday and what this festival means. He said that by declaring Diwali a holiday in New York City public schools, "we wanted to send a loud and clear message to the countless number of people who acknowledge this period of time of celebration. "At the same time, this is an educational moment because when we acknowledge Diwali, we are going to encourage children to learn about Diwali. We're going to have them start talking about what it is to celebrate the festival of lights, and how to turn the light on within yourself," he said. Consul General of India in New York Randhir Jaiswal thanked Adams for making Diwali a school public holiday. "This had been a long pending <keyword id="15308237" type="TOPIC" weightage="60" keywordseo="Demand" source="TOPIC" sourcekeytype="economy,investopedia" meta.keywordsubtype="null" meta.msid="92562122" meta.seopath="d/demand" meta.entityname="Demand" meta.hostid="153" meta.entityid="demand">demand</keyword> of the Indian-American community. The recognition gives a deeper meaning to diversity and pluralism in New York City while allowing people from all walks of life to experience, celebrate and enjoy Indian ethos and heritage," he told PTI. Rajkumar, the first South Asian-American woman ever to be elected to a state office in New York, said that today she is proud to say that "our time has come. The time has come to recognise over 200,000 New Yorkers of the Hindu, Buddhist, <keyword id="28599" type="General" weightage="50" keywordseo="sikh" source="Orion">Sikh</keyword> and Jain faiths who celebrate Diwali, the festival of lights." Adams said "as we deal with so much darkness that is around us, we fail to realise the overwhelming amount of light that is around us. And when we take this period to acknowledge Diwali, we are acknowledging the light that is within us, the light that clearly can push away darkness and that is why this is so significant." Adams added that the city has identified public holidays like <keyword id="15315768" type="General" weightage="50" keywordseo="eid-and-lunar-new-year" source="Orion">Eid and Lunar New Year</keyword>. "We do it with so many other days and so many other cultures that we acknowledge. It is long overdue to say to our Hindu, Sikh, Jain, and Buddhist students and communities that, we see you, we acknowledge you. The inclusiveness of this city is extremely significant and this is our opportunity to say that in a loud way." Over the years, there were growing calls by the Hindu community to declare Diwali a school holiday given the hundreds of thousands of Indians living in the area. Once the legislation goes through, Diwali will be a school holiday in the City of New York starting next year. Rajkumar noted that people have said that there is simply not enough room in the <keyword id="15315767" type="General" weightage="50" keywordseo="new-york-city-school" source="Orion">New York City School</keyword> calendar to have a Diwali school holiday. This week, Rajkumar introduced legislation in the state <keyword id="15311128" type="TOPIC" weightage="60" keywordseo="Capital" source="TOPIC" sourcekeytype="finance,investopedia" meta.keywordsubtype="null" meta.msid="92540240" meta.seopath="c/capital" meta.entityname="Capital" meta.hostid="153" meta.entityid="capital">capital</keyword> that makes room for Diwali in the school calendar. She said her legislation removes Anniversary Day, an "obscure and antiquated" day created in the 1800s so that it can be replaced with Diwali, "celebrated by a growing number of New Yorkers." "When this is done, the New York City Department of Education will be able to institute the Diwali holiday on the school calendar," she said, adding that she has brought this bill to the table so that all South Asian and Indo-Caribbean New Yorkers will have a seat at the table. According to New York State education laws, there must be a minimum of 180 days of school instruction. However, in order to meet this 180-day minimum requirement, no more holidays could be instituted in the school calendar. Rajkumar said that by removing the antiquated Anniversary Day school holiday that is observed by no one, her legislation makes the room for Diwali to be a school holiday while also meeting the 180-day minimum requirement for days of school instruction. She thanked Adams for his support, saying this is the first time in the history of the city that a mayor has committed to making Diwali a school holiday. "For over two decades South Asians and Indo-Caribbeans in New York have been fighting for the Diwali school holiday. I stand on the shoulders of those advocates. And now we are finally going to realise that goal," she said. "Next week we will celebrate Diwali, a celebration of good over evil, light over darkness, of the human ability to overcome, exemplified by <keyword id="52950" type="General" weightage="50" keywordseo="rama" source="Orion">Rama</keyword>'s defeat of evil. We will celebrate the Hindu principles of interfaith, harmony, love, and tolerance for all New Yorkers. The same Hindu principles inspired the great American civil <keyword id="15315769" type="TOPIC" weightage="60" keywordseo="Rights" source="TOPIC" sourcekeytype="entertainment,investopedia" meta.keywordsubtype="null" meta.seopath="r/rights" meta.entityname="Rights" meta.hostid="153" meta.entityid="rights">rights</keyword> hero, <keyword id="95368" type="General" weightage="50" keywordseo="martin-luther-king" source="Orion">Martin Luther King</keyword>. We will celebrate our culture's place in the great civil rights tradition of our country. The sky is the limit for our community," she said. Banks said New York City is home to the whole world and children from all communities and backgrounds go to school here. "And it is important that we honour and we recognise all of our young people. And so the recognition of Diwali is yet another opportunity for us to begin to celebrate, to uplift and to honour those young people, their family and their faith. The celebration of light, the triumph of light over darkness is critically important." SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/tech/news/ed-freezes-bitcoins-worth-rs-7-12-crore-in-e-nuggets-gaming-app-case/articleshow/95002038.cms">ED freezes Bitcoins worth Rs 7.12 crore in E-nuggets gaming app case</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/international/news/diwali-celebrations-begin-at-times-square-vp-kamala-harris-and-former-prez-donald-trump-to-attend/articleshow/95001470.cms">Diwali celebrations begin at Times Square: VP Kamala Harris and former Prez Donald Trump to attend</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/personal-finance/news/should-you-buy-gold-this-dhanteras/articleshow/94997439.cms">Should you buy gold this Dhanteras?</a>

Diwali to be public school holiday in New York City from 2023, Mayor says

<ul><li>US President <keyword id="99719" type="General" weightage="80" keywordseo="joe-biden" source="Orion">Joe Biden</keyword> and First Lady Dr <keyword id="191986" type="General" weightage="50" keywordseo="jill-biden" source="Orion">Jill Biden</keyword> on Monday hosted a Diwali reception at the <keyword id="6356037" type="General" weightage="80" keywordseo="white-house" source="Orion">White House</keyword>.</li><li>More than 200 eminent Indian Americans attended the reception.</li><li>The reception saw some enthralling cultural events, including performances by sitarist Rishab Sharma and the dance troupe The Sa Dance Company.</li></ul>US President Joe <keyword id="60973" type="General" weightage="100" keywordseo="biden" source="Orion">Biden</keyword> and First Lady Dr Jill Biden on Monday hosted a Diwali reception at the White House in what they called the largest since the People's House started celebrating the festival during the George Bush administration. More than 200 eminent Indian Americans attended the reception at the East Room, a venue which has witnessed some of the landmark events related to the India-US relationship, including the signing of the nuclear deal and the joint press conference by then US President Barack Obama and Indian Prime Minister Manmohan Singh in November 2008. The reception saw some enthralling cultural events, including performances by sitarist Rishab Sharma and dance troupe The Sa Dance Company. The guests, dressed in traditional Indian attires such as saree, lehenga and sherwani, relished some mouthwatering Indian delicacies. The room is full at the East state dining room This is a real celebration of what the Indian American community has achieved in the United States. It's a wonderful recognition by the President and by the White House to host all of us on Diwali. I feel very privileged to be here as an Indian American, Atul Keshap, president of US India Business Council told PTI during the reception. It's an honour and a privilege to be here to celebrate Diwali. Indian Americans thank the President and the First Lady for this, said H R Shah, chairman and CEO of TV Asia, the largest South Asian television channel in the US. It was heartening to see the leaders of our vibrant Indian American community come together at the White House during Diwali to be a force for good. It was also nice to hear the president on Diwali day welcoming <keyword id="221875" type="General" weightage="50" keywordseo="rishi-sunak" source="Orion">Rishi Sunak</keyword> as the new prime minister of the UK, said M R Rangaswami, entrepreneur, philanthropist and founder of Indiaspora. Ajay Jain Bhutoria, a member of the President's Advisory Commission on Asian Americans, Native Hawaiians and Pacific Islanders, said the event was held to recognise the South Asian community's contributions in economic development and managing Covid crisis among others. Biden has appointed a record number of over 130 Indo-Americans at various levels of the administrations, he said. Lauding the Diwali celebration, Bhutoria said it sent a message how much President Biden and this administration loves and respects the South Asian community . Earlier, welcoming the guests, Biden said it was the first Diwali reception to be held at the White House on such a scale. The incredible South Asian community all across America has helped the country emerge stronger from this pandemic, building an economy that works for everyone, teaching children and caring for elders, responding to the cry for action on climate, working to fix immigration system, defending rights and freedoms, building a more just and equitable country, serving and protecting our communities and the nation, informing, entertaining and inspiring, he said. SEE ALSO: <a href="https://www.businessinsider.in/business/news/indias-defense-exports-touched-a-record-13000-crore-in-2021-22/articleshow/92850833.cms">India's defense exports surge to ₹13,000 crore — private companies beat govt</a> <a href="https://www.businessinsider.in/defense/news/made-in-india-lightweight-combat-helicopter/articleshow/94613836.cms">Here’s everything you need to know about the made-in-India lightweight combat helicopter</a>

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