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Mumbai, Jul 15 () On the ninth anniversary of "Zindagi Na Milegi Dobara", director Zoya Akhtar and cast members Hrithik Roshan, Farhan Akhtar, Abhay Deol, and Katrina Kaif on Wednesday remembered shooting the film in Spain as the "best time ever". "Zindagi Na Milegi Dobara", a buddy road film, released on July 15, 2011, and also starred Kalki Koechlin, Deepti Naval and Naseeruddin Shah in key roles. Reminiscing the journey of making the film, Zoya said she would love to shoot the film again for old times' sake. "Can't believe it's nine years already. I remember every single day of that shoot. I was lucky to work with my favourite artists in the cast and crew. "Form friendships that will stay for life, grow up as a film maker.. and have an affair with Spain. If I could be taken back in time, I would choose to experience this shoot again!" the director said in a statement. She also shared a behind-the-scenes picture from the film sets on Instagram, captioning it as "Miss this shoot so so much". Commenting on her post, Hrithik said, "Things that make you wanna shout out. AAAI LOVE YOU GUYS !!! Truly the best times ever (sic)." "Uff! I'd make this film all over again just be back on set," added Abhay. Farhan said he is indebted to the audience for loving the film over the years. "Miss this shoot. Miss the crew. Miss their madness. Forever grateful to the universe for the experience of this film and for the love you continue to show it. Big hug. #9YearsOfZNMD," he wrote on Instagram. Katrina commented on Farhan's post, saying, "The Best." Besides impressive acting performances by the cast and a breezy soundtrack by composer trio Shankar-Ehsaan-Loy, the film is remembered for showcasing picturesque locales in Spain, such as Barcelona, Pamplona, Bunol and Andalusia. KKP RDS RDS

'Zindagi Na Milegi Dobara' clocks nine years, dir Zoya and cast recall experience

<ul><li><keyword id="12756474" type="General" weightage="100" keywordseo="pathaan" source="Orion">Pathaan</keyword>, which led to the reopening of 25 single screens in India, is the latest example of the soft but significant power of movies. </li><li>After Zoya Akhtar’s <keyword id="6373898" type="General" weightage="20" keywordseo="Zindagi-Na-Milegi-Dobara" source="Orion">Zindagi Na Milegi Dobara</keyword> hit the screens, Spain became such a popular destination among Indian tourists that the country’s tourism increased by 65%. </li><li>However, the other side of the coin is the debilitating effect of massive tourists on preserved ecologies — such as Ladakh, India, or Dubrovnik, Croatia. </li></ul>Though the Indian film industry <a href="https://economictimes.indiatimes.com/epaper/delhicapital/2023/jan/24/et-front/at-10kcr-indian-box-office-scripts-a-blockbuster-in-2022/articleshow/97261901.cms">recorded </a>a gross box-office collection of ₹10,637 crore in 2022, the Hindi film industry struggled. While Telugu and Malayalam movies swept the awards and the audience, <keyword id="143" type="General" weightage="80" keywordseo="bollywood" source="Orion">Bollywood</keyword> delivered one dud after another. The year of 2023, however, started with <keyword id="1671" type="General" weightage="50" keywordseo="shah-rukh-khan" source="Orion">Shah Rukh Khan</keyword> starrer Pathaan heralding the winds of change. In less than a week of its release, Pathaan has <a href="https://www.businessinsider.in/entertainment/news/srks-pathaan-sets-a-new-record-with-box-office-collection/articleshow/97366169.cms">broken multiple records</a> — and led to 25 single screens reopening in India. <a href="https://www.bollywoodhungama.com/news/box-office-special-features/pathaan-box-office-shah-rukh-khan-starrer-surpasses-kgf-2-emerges-fastest-rs-200-cr-grosser/">Reports </a>state it’s become the fastest Indian film to surpass ₹200 crore in box office collections in four days, beating even KGF 2 (five days) and Baahubali 2 (six days). However, neither is Pathaan the first film nor is SRK the first actor to leave a massive impact on an industry. Movies have long been impacting consumer choices, from fashion looks to tourism. <cmsannotation type="cmsannotation" annotationid="From Switzerland to Spain, movies changed the landscape of tourism" comment="subhead2" text="From Switzerland to Spain, movies changed the landscape of tourism">From Switzerland to Spain, movies changed the landscape of tourism</cmsannotation> Yash Raj Films (YRF) was arguably one of the first Indian production houses to incidentally promote a country through its movies — primarily the snow-clad mountains of Switzerland. YRF’s saree-clad heroines may or may not have enjoyed dancing in the snow. Yet, tourists certainly flocked to the locations with gusto. The result — <a href="https://www.myswitzerland.com/en-in/experiences/food-wine/restaurant/restaurant-bollywood/">Restaurant Bollywood </a>at an elevation of 3,454m at Jungfraujoch in Switzerland. It has become a must-visit attraction for all tourists, especially those from India and Hindi movie lovers. A <a href="https://asia.nikkei.com/Business/Bollywood-and-Indian-tourists-come-knocking">report </a>released in 2016 also indicated that in a decade, there was a 400% rise in Indian tourists in Switzerland. They also shell out an average of $330 per person a day, compared to $192 for all tourists. The trend continued over the years, with popular films becoming mini tourism ads for the place they’re shot in — be it Singapore in Krrish; Corsica in Tamasha; or one of the most popular ones, Spain in Zindagi Na Milegi Dobara. After Zoya Akhtar’s Zindagi Na Milegi Dobara hit the screens, Spain became such a popular destination among Indian tourists that a <a href="https://timesofindia.indiatimes.com/entertainment/hindi/bollywood/news/did-you-know-zoya-akhtars-zindagi-na-milegi-dobara-is-a-part-of-curriculum-in-spain-colleges/articleshow/92904017.cms">65%</a> increase in tourism was reported. And the film <a href="https://www.indiatoday.in/movies/bollywood/story/zindagi-na-milegi-dobara-spain-colleges-zoya-akhtar-195994-2014-06-06">became a case study </a>for a marketing management course. Similarly, after the release of Krrish, the number of Indian tourists grew from 6 million to 7 million in Singapore. Closer to home, Goa’s Chapora fort is famously regarded as the ‘Dil Chahta Hai’ fort. Even today, you’ll find tourists recreating the iconic scene from the movie — though it’s been 21 years since the film first released. “Murder 2 made the Three Kings Feast church in Cansualim famous, and St Jacinto Island’s popular because of John Abraham’s jumping off the bridge sequence in ‘Dhoom’,” shared writer and director Deepak Lobo with <a href="https://timesofindia.indiatimes.com/entertainment/hindi/bollywood/news/dil-chahta-hai-fort-in-goa-shooting-for-films-in-goa/articleshow/35508306.cms">Times of India</a>. <cmsannotation type="cmsannotation" annotationid="The two sides of every coin" comment="subhead2" text="The two sides of every coin">The two sides of every coin</cmsannotation> If Jab We Met’s Geet popularised the idea of harem pants with tops, Dil Chahta Hai’s Akash made French beards cool. In other words, from fashion trends to tourist spots, the soft power of movies can’t be ignored. But, there’s another side to it! The massive influence that celebrities and movies hold comes with a price. Like Snapchat experienced in 2018. As per <a href="https://money.cnn.com/2018/02/22/technology/snapchat-update-kylie-jenner/index.html#:~:text=Snap%20(SNAP)%20stock%20closed%20down,else%20not%20open%20Snapchat%20anymore%3F">CNN</a>, reality TV star and socialite Kylie Jenner’s tweet, “Does anyone else not open Snapchat anymore?” led to the Snap (SNAP) stock falling 6%, which wiped about $1.3 billion off the company's market value. Ladakh’s Pangong lake became a national attraction after 3 Idiots, with a ‘3 Idiots cafe’ or ‘Rancho cafe’ greeting tourists at <a href="https://www.tripoto.com/manali/trips/pangong-lake">every corner</a>. However, the jump in tourists (from 400,000 before the film to 16,00,000 in 2011, after the film) also <a href="https://www.businessinsider.in/ladakhs-ecology-has-been-ruined-thanks-to-aamir-khans-3idiots/articleshow/55581434.cms">ruined </a>Ladakh’s ecology — with plastic bottles, chips wrappers, and other garbage. <div type="image" title="Litter" msid="97442335" hostid="261" sizebytes="45386"></div> After the worldwide popularity of the fantasy series Game of Thrones, Dubrovnik in Croatia saw such a rise in tourism that the city proposed <a href="https://www.scmp.com/lifestyle/travel-leisure/article/2165976/mass-tourism-threatens-croatias-game-thrones-city-dubrovnik">limiting </a>the number of tourists to 4,000, lest it loses the UNESCO world heritage title. As per a <a href="https://www.hbsp.harvard.edu/product/W19120-PDF-ENG">case study </a>in Harvard Business Publishing, “The popularity of the television series led to overwhelming tourist traffic in the area. During the peak tourist season, the city now suffered from serious overcrowding. In addition, the city was at risk of losing its status as a UNESCO World Heritage Site. In response, the city had begun to engage in demarketing efforts.” SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/entertainment/news/srks-pathaan-sets-a-new-record-with-box-office-collection/articleshow/97366169.cms">SRK’s Pathaan sets a new record — over ₹200 crore collections in two day</a>s <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/entertainment/news/percentage-of-citizens-likely-to-visit-cinemas-increased-by-150-as-per-report/articleshow/97281514.cms">Percentage of citizens likely to visit cinemas increased by 150%: LocalCircles survey</a>

Big screen effect: Of French beards, marketing case studies & littered tourist spots

From <keyword id="378938" type="ENTERTAINMENT" weightage="80" keywordseo="Love-in-Tokyo">Love in Tokyo</keyword> to <keyword id="6373898" type="ENTERTAINMENT" weightage="80" keywordseo="Zindagi-Na-Milegi-Dobara">Zindagi Na Milegi Dobara</keyword>, Bollywood has always enticed us with the most exotic and picturesque locations on-screen. The movies come to an end but the breath-taking views of those snow-capped mountains, lush green valleys and sun-kissed beaches stay with us forever, making us long for a vacation abroad in those exotic places. As the younger generation of film-makers has taken this legacy forward and explored many more magnificent locations across the globe, we take this opportunity to steal a look at some of these stunning locations. 
 
1. <keyword id="41613" type="COMPANY" weightage="80" keywordseo="istanbul">Istanbul</keyword> 
Salman Khan-starrer spy thriller <keyword id="638019" type="UNKNOWN" weightage="80" keywordseo="Ek-Tha-Tiger">Ek Tha Tiger</keyword> has taken us on a tour of many scenic locations and is, indeed, a visual treat for a traveller. A large part of the move was shot in Istanbul, a major city of enigmatic Turkey. Known as an amalgamation of Asia and Europe, Istanbul is famous for its glorious and ancient landmarks, including Hagia Sofia, the Blue Mosque and the Topkapi Palace. The modern nightlife is vivacious, nonetheless, and will keep you entertained throughout your tour. 
 
2. <keyword id="204006" type="CITY" weightage="80" keywordseo="Pamplona">Pamplona</keyword> (Spain) For an armchair traveller, this movie was a tease. Spain Tourism must have got a considerable boost after the release of <keyword id="36968" type="PERSON" weightage="80" keywordseo="Zoya-Akhtar">Zoya Akhtar</keyword>’s Zindagi Na Milegi Dobara as all one could think of after watching the movie was a mesmeric Spain. The city of Pamplona is known for the fiesta of San Fermín where running of bulls takes place in the month of July. Pamplona is also renowned for its lip-smacking cuisine, old-world cafes and enchanting city centre. 
 
3. Morocco 
Another film that inspires you to travel abroad is the thriller, <keyword id="79972" type="ENTERTAINMENT" weightage="80" keywordseo="Agent-Vinod">Agent Vinod</keyword>, which was extensively shot in Marrakesh, one of the major cities in Morocco. The city is noted for its sumptuous local cuisine and rich cultural heritage. So stroll across the cosy streets, sip the Moroccan mint tea and enjoy the beauty of the city for days if your heart desires the same. Colourful pottery, golden sands and the spice bazaars are some of the attractions of this North African country. 
 
4. Cape Town 
 
High on glitz and glamour, the 2012 film <keyword id="5819" type="PERSON" weightage="80" keywordseo="cocktail">Cocktail</keyword> took us to Cape Town in South Africa. A paradise for nature lovers, Cape Town offers visual delights like the <keyword id="2272918" type="UNKNOWN" weightage="80" keywordseo="Kirstenbosch-National-Botanical-Garden">Kirstenbosch National Botanical Garden</keyword> and the Company’s Garden, to name a few. However, the signature highlight of the South African city is the magnificent Table Mountain. Already planning a holiday? A hearty African meal at the Africa Café and wine from a family vineyard also await you at Cape Town. 
 
5. <keyword id="6354604" type="COMPANY" weightage="80" keywordseo="Chicago">Chicago</keyword> 
 
Dhoom 3 had been a smash hit and it definitely left us in awe as the US city of Chicago unfolded before our eyes. From its dazzling skyline and stunning Lake Michigan to architectural wonders and deep-dish pizza – everything titillates the traveller in you to pack your bag and go out there. Michigan Avenue, the Museum of Contemporary Art and the Millennium Park are some of the must-visit attractions of this great American melting pot. 
 
6. Prague 
If there’s one thing worth talking about Imtiaz Ali’s Rockstar apart from its amazing music score, it is the visual treat we get when the storyline moves in and around Prague. As the protagonists of the film try to find love in the streets of this colourful city, our eyes are glued to its scenic glory. Considered one of the most beautiful cities of the world, Prague is famous for its magnificent churches, labyrinth roads and a vibrant Bohemian culture. 
 
7. London 
 
From the biggest Yash Raj films to extremely popular Karan Johar movies, many tales of love have been shot amid the lush green pastures and century-old architecture of London and its surroundings. Kabhi Khushi Kabhi Gham, Dilwale Dulhania Le Jayenge, Love Aaj Kal and Namaste London are a few significant flicks shot against this historical and picturesque backdrop. 
Image: Thinkstock

7 Holiday Destinations Inspired By Bollywood

The Indian tourists have matured in their choice of holiday destinations since the last decade. While Indians still love hop on a plane and fly to traditional European destinations such as UK, Paris, Rome, Venice, the young Indian traveler is a tad different. 
 
He is not looking at exploring the urban streets of London or the romantic lanes of Paris but history of Eastern Europe definitely attracts him. 
 “Its primarily that a lot of young Indians have already travelled to these traditional destinations such as Paris, Rome, UK,” says <keyword id="788001" type="UNKNOWN" weightage="20" keywordseo="Vikram-Malhi">Vikram Malhi</keyword>, managing director, Asia at <keyword id="354768" type="COMPANY" weightage="20" keywordseo="Expedia">Expedia</keyword>. 
 
However, he adds that these countries continue to remain the top foreign destinations for many Indians. “But there are a lot of other European destinations that are picking up rapidly,” notes Malhi. 
 
BI India lists down four such upcoming tourist hot-spots that are fast gaining the fancy of Indian traveler. 
 
<keyword id="6357856" type="COUNTRY" weightage="20" keywordseo="greece">Greece</keyword> 
 
Do we need to say why this country tops our list? The economic crisis of this EU country actually helped it in getting a large number of Indian tourists to flock the place. Beautiful with a rich history, the country is being increasingly visited by Indian travellers. Cheap hotel rates and visa on arrival for Indian tourists are two factors that have made these international destinations attractive to the Indians travelling abroad. 
 
<keyword id="106735" type="COUNTRY" weightage="20" keywordseo="latvia">Latvia</keyword> 
 
The Balkan country is all out to attract the cash rich Indian tourist. The beautiful landscape, cultural diversity all have been leveraged to attract the Indian globe-trotter. Besides the fact that major European destination such as UK, Paris have been frequented by Indians from ages, also worked in its favour. “We have seen this country picking up some traction this summer,” says Malhi. 
 
Spain 
 
Zoya Akhtar’s 2011 blockbuster Zindagi Na Milegi Dobara did the magic for this country. The scenic beauty of the country along with adventure activities such as sky-diving, deep sea diving, flamenco dancing, skydiving and bull fighting has been attracting Indian tourists since the movie’s release in 2011. 
 
Scandinavian countries 
 
Scandinavian countries such as Denmark, Norway, Finland and Iceland have also been picking up among Indian tourists. “Large majority of young tourists are looking for a thrilling experience in a new country in a new environment. Besides, the currency factor also played an important role as the Euro was weak, which made these destinations accessible for Indian travellers,” says Malhi. 
 
Image credit: Indiatimes.com

Planning a
trip to Europe? Read on to know the upcoming European destinations for Indian
travellers!

<ul><li>Cult.fit’s latest campaign ‘Fitness is not an option’ gives a hilarious twist to famous Bollywood scenes.</li><li>However, its ‘Jaa Simran Jaa’ advertisement has been taken down from YouTube after being flagged by <keyword id="36603" type="General" weightage="20" keywordseo="yash-raj-films" source="Orion">Yash Raj Films</keyword> for violating copyright.</li><li>In a statement sent to Advertising and Media, Cult.fit says that the advertisement was produced and released after all due diligence. </li></ul>Cult.fit’s latest advertisement that introduced a hilarious twist to the iconic scene from Shahrukh Khan and Kajol starrer <keyword id="88064" type="General" weightage="20" keywordseo="Dilwale-Dulhania-Le-Jayenge" source="Orion">Dilwale Dulhania Le Jayenge</keyword>, has been taken down from YouTube. It featured a reenactment of the ‘train scene’ from the film. The video was flagged by Dilwale Dulhania Le Jayenge’s Production Company, Yash Raj Films for violating copyright. YouTube’s error reads, “The video contains content from YRF, who has blocked it on copyright grounds.” In its campaign, 'Fitness is not an option', the female protagonist, who reenacts Simran from DDLJ, can be seen running towards the hero, only, she is too unfit to get onto that train, something many of us leading such unhealthy lifestyles will relate to immediately. As Simran makes a dash for the moving train, she starts panting and wheezing. She gives up and tells her partner that she will catch the next train to meet him the next day. Cult.fit has also deleted the advertisement and announcement posters referencing DDLJ from Instagram, Twitter and Facebook. The campaign is produced by Supari Studios. However, Cult.fit said that the advertisement was released after all due diligence. "At Cult.fit, our focus through various marketing campaigns has been to resonate with our audience and create something relatable and memorable. We often lean on popular culture which has time and again proven to be impactful. We've taken a similar approach for our latest campaign - ‘Fitness is not an option’. The ad was produced and released after all due diligence done from our end. The response to it has been exceptional overall and we amassed over a million views on Instagram in less than 48 hours," Cult.fit's spokesperson told Advertising and Media Insider. The same campaign also puts a twist to Zindagi Na Milegi Dobara’s (ZNMD) last scene ‘The Bull race.’ It features comedians Rahul Subramanian, Aadar Malik and Rahul Dua as Hrithik Roshan, Farhan Akhtar and Abhay Deol. <div type="Youtube" id="xAB3CZC1BcI" title="Fitness Is Not An Option (cult.fit)" thumbUrl="https://i.ytimg.com/vi/xAB3CZC1BcI/mqdefault.jpg"></div> Although, the once-bitten brand played it safe this time. Despite clear resemblance with ZNMD characters, it added a disclaimer that says, “The production is only for promotional purposes and all characters herein are fictitious and similarity with an actual person, living or dead, is purely coincidental.”

Cult.fit's 'Jaa Simran Jaa' advertisement taken down from YouTube after Yash Raj Films flags it for copyright infringement

Leaving behind the social customs of merely being labelled as good wives, home makers and mothers , Indian women have time and again taken up chores essentially thought of being male-only, and proved that they are equal to their male counterparts, sometimes even better. 
 
On the occasion of International Women’s Day, we bring to you the list of women who dared to step in the fields dominated by men and gave them tough challenges in terms of success and recognition. 
 
Durgabai Kamat and Kamlabai Gokhale 
Known as the first female actors of Indian cinema, this mother-daughter duo is always regarded with utmost honour for breaking the stereotype of only male actors in the profession of performing arts. Starring together in Mohini Bhasmasura, the second venture of the legend <keyword id="6410992" type="ENTERTAINMENT" weightage="40" keywordseo="Dadasaheb-Phalke">Dadasaheb Phalke</keyword>, they were cast as Mohini and Parvati, respectively. Both of them went on to become established actresses and their family members are still a part of the industry, veteran marathi actor Vikram Gokhale being one of them. 
 
<keyword id="121358" type="PERSON" weightage="60" keywordseo="Karnam-Malleswari">Karnam Malleswari</keyword> Born in Srikakulam, Andhra Pradesh, Karnam is the most recognised woman Indian weightlifter. In a glorious career spanning over 10 years, she has won 11 gold and 3 silver medals, and a much-celebrated Olympic bronze in 2000 Summer Olympics. Known for her physique, skills and technique, she is the first Indian woman to win an Olympic medal, first woman recipient of Rajiv Gandhi Khel Ratna Award, and also a recipient of <keyword id="25105" type="PERSON" weightage="60" keywordseo="Padma-Shri">Padma Shri</keyword> and Arjuna Award. Nowadays, she runs her own academy, training others to do what she did and bring fame to the country. 
 
MC <keyword id="47387" type="PERSON" weightage="80" keywordseo="Mary-Kom">Mary Kom</keyword> Mangte Chungneijang Mary Kom, better known as MC Mary Kom, needs no introduction. A five-time World Boxing champion, she is the only woman boxer to have won a medal in each one of the six world championships, a matter of sheer pride to the country. She achieved her much-awaited fame when she won the bronze medal in the 2012 Summer Olympics. A recipient of Padma Bhushan, Arjuna Award, Padma Shree, and Rajiv Gandhi Khel Ratna award, she has also penned down an autobiography called Unbreakable and is all set to be played by <keyword id="1655" type="PERSON" weightage="40" keywordseo="Priyanka-Chopra">Priyanka Chopra</keyword> in her biopic. 
 
<keyword id="36968" type="PERSON" weightage="60" keywordseo="Zoya-Akhtar">Zoya Akhtar</keyword> Belonging to an influential family of <keyword id="143" type="CITY" weightage="80" keywordseo="Bollywood">Bollywood</keyword>, with screenwriter lyricist Javed Akhtar as her father, screenwriter Honey Irani as her mother, producer-director-actor <keyword id="5015" type="PERSON" weightage="40" keywordseo="Farhan-Akhtar">Farhan Akhtar</keyword> as her brother and the talenthouse Shabana Azmi as her stepmother, it was obvious for Zoya to be a part of the industry but nobody had thought that this shy girl would one day become the most celebrated woman director of India. With critically acclaimed films like Luck By Chance and <keyword id="6373898" type="ENTERTAINMENT" weightage="80" keywordseo="Zindagi-Na-Milegi-Dobara">Zindagi Na Milegi Dobara</keyword> for her track record, she is very much a part of the young brigade of the industry. 
 
Premlata Agarwal 
Perhaps the most unheard name in the list, Premlata Agarwal is a mountain climber, who is mostly remembered as the oldest Indian woman to have scaled Mount Everest. Not only this, she is also the first Indian woman to scale the Seven Summits, the ultimate dream for any mountaineer. For her contributions, the Indian government facilitated her with Padma Shri in 2013.

Indian
Women With Offbeat Careers

Any movie can be fun when you are watching it with your friends. But if you have no big plans for this <keyword id="6736220" type="UNKNOWN" weightage="100" keywordseo="Friendship-Day">Friendship Day</keyword> or you are sitting miles away from your buddies, we have a plan for you. How about a movie marathon – some Bollywood flicks to be precise – that shout friendship like no other? Here is a list of five great movies that will take you back to your very own Jai-Veeru moments and bring a smile on your face. Watch them and enjoy. 
 
1. <keyword id="6407374" type="ENTERTAINMENT" weightage="100" keywordseo="Sholay">Sholay</keyword> 
Talk about friendship and the first Bollywood movie that comes to your mind is the cult classic, Sholay, directed by Ramesh Sippy. One of the reasons why Sholay is still a treat to watch is the joyful camaraderie between <keyword id="16007" type="PERSON" weightage="100" keywordseo="Jai">Jai</keyword> and <keyword id="127989" type="COMPANY" weightage="100" keywordseo="Veeru">Veeru</keyword> – it’s the flavour of all seasons and one of the main themes of the movie. Played by superstars Amitabh Bachchan and Dharmendra, the friendship between the two became synonymous with all that is selfless, eternal and full of fun and frolic. The partners in crime perfectly complement each other and remain inseparable till death takes tears them apart and leaves us teary-eyed. 
 
2. <keyword id="6609528" type="ENTERTAINMENT" weightage="100" keywordseo="Dil-Chahta-Hai">Dil Chahta Hai</keyword> 
Aakash (Aamir Khan), Sameer (Saif Ali Khan) and Siddharth (Akshaye Khanna) are childhood friends who are out to enjoy their lives. But a lot of unforeseen emotional turmoil changes them forever and give a deeper meaning to their friendship. Directed by Farhan Akhtar, this is a coming-of-age story of three friends whose witty conversation and deep bonding made Dil Chahta Hai one of the best friendship films ever made in Bollywood. 
 
3. Kuch Kuch Hota Hai 
One of the most popular romantic flicks of Bollywood and Karan Johar’s directorial debut, this one focuses on friendship and its many hues, culminating in love. Rahul and Anjali (Shah Rukh and Kajol) are the best of buddies. They argue, they fight but at the end of the day, they are the best friends who eventually become life partners, proving that they complete each other. Love is friendship – that is what the film has endorsed and the lead duo’s on-screen chemistry has brought that phrase to life. 
 
4. Zindagi Na Milegi Dobara 
With ‘seize the day’ as its theme, this film tells the story of three friends who try and overcome their fears in the course of a road trip that is enriching for them and entertaining for the viewers. Director Zoya Akhtar has been applauded for bringing out the ‘bromance’ stupendously on screen. The trio, played by Hrithik Roshan, Farhan Akhtar and Abhay Deol, walked away with the laurels for making the audience remember their old friends and the carefree days they spent together. A must-watch film on this Friendship Day. 
 
5. Cocktail 
A good friend and his friendship have the power to transform you. That’s what happened in this Homi Adajania movie as the ‘party girl’ Veronica (Deepika Padukone) undergoes a sea change after meeting the meek and docile Meera (Diana Penty). While Veronica gave shelter to homeless Meera, the latter filled her life with love that was missing from her life. A nice chick flick for the day as you sing Chadi mujhe yaari teri aise... jaise daaru desi! 
Image: Thinkstock

5 Bollywood Movies To Watch This Friendship Day

From 'Zindagi Na Milegi Dobara' to 'Margarita with a Straw'. From '<keyword id="791377" type="General" weightage="50" keywordseo="yeh-jawaani-hai-deewani" source="Orion">Yeh Jawaani Hai Deewani</keyword>' to 'That Girl in <keyword id="1343947" type="General" weightage="50" keywordseo="yellow-boots" source="Orion">Yellow Boots</keyword>'. Not to forget her roles in <keyword id="1245953" type="General" weightage="20" keywordseo="ott" source="Orion">OTT</keyword> series like 'Made in Heaven' and 'Sacred Games'. What has remained constant in actor <keyword id="39062" type="General" weightage="80" keywordseo="kalki-koechlin" source="Orion">Kalki Koechlin</keyword>'s trajectory is her ability to zero in on scripts that promise to give her enough room to deliver. "Choosing a script... Well, I think it lies more in the gut than in the mind. Something excites my curiosity. Having said that, sometimes I do agree to go ahead because it is good for the commercial viewership or I need the work," she tells IANS. Born in Pondicherry to French parents, <keyword id="701037" type="General" weightage="100" keywordseo="koechlin" source="Orion">Koechlin</keyword>, who spent a significant part of her childhood in Auroville and studied drama and theatre at Goldsmiths, University of London, will soon be seen in <keyword id="1292176" type="General" weightage="50" keywordseo="pushan-kripalani" source="Orion">Pushan Kripalani</keyword>'s 'Goldfish' that will have its World Premiere at the 27th Busan International Film Festival. Stressing that she loved <keyword id="13998" type="General" weightage="80" keywordseo="kripalani" source="Orion">Kripalani</keyword>'s debut film 'Threshold' and wanted to work with him since, the actor adds, "This script was just powerful and profound, there was just no question of not doing it. I needed to have an English accent: Occam. That was largely my prep and many readings over zoom as we were surrounded by the Pandemic's second wave. Pushan did his own camera work and often ran two cameras at the same time for the length of the entire scene. I loved that process, we could react so truthfully and spontaneously." Koechlin, who co-wrote the drama 'Skeleton Woman', which won her The MetroPlus Playwright Award, and made her directorial debut on stage with the tragicomedy 'Living Room' smiles when asked if she still felt like an 'outsider'. "I feel like an actor. And there is no space big enough to hold all our dramatic endeavours." The National-award winning actor feels that while OTT has ascertained much employment and a chance for talent to shine, good content, whether it be in film or OTT is still hard to come by. "If I have anything to crib about, it is that there is too much content to read, and since I always insist on reading the entire thing not just a synopsis, it can get exhausting when the content is not great." Koechlin, who recently wrote the book 'The Elephant in the <keyword id="61809" type="General" weightage="80" keywordseo="womb" source="Orion">Womb</keyword>', which, among other things talks about the social stigma of abortions and unmarried pregnancies, the toll that pregnancy takes on a body and the unacknowledged domestic labour of women, may not have any plans to write another book soon, but she has surely has learnt how to deal with commentary on her personal life. "Mostly I ignore. Also, I have accepted that as part of the job. If I need privacy, I just switch off my phone." Recalling the lockdown days, she says they were hard. "And I happened to have just given birth. It was a lonely time, and the news was so grim I was afraid to get connected with the outside world. The whole period was an emotional grind, but writing 'The Elephant in the Womb gave me some respite. I was so grateful to have a little part of me still creating, it gave me some routine to the endless feeling of those days." The actor, who just shot for 'Kho Gaye Hum Kahan' is now working on the third season of her podcast with the BBC 'My Indian Life'. "I am really hungry to do more theatre. I have not gotten there yet, with the mum and work balance, but hopefully soon," she signs off. SEE ALSO : <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/news/non-profits-wanting-to-get-listed-should-have-no-ongoing-it-scrutiny-sebi/articleshow/94341181.cms">Non-profits wanting to get listed should have no ongoing IT scrutiny: SEBI</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/india/news/lucknow-to-soon-get-all-women-market/articleshow/94341248.cms">Lucknow to soon get all-women market</a>

Be it film or OTT, good content is hard to come by says Kalki Koechlin

Leaving behind the social customs of merely being labelled as good wives, home makers and mothers , <keyword id="42463" type="ORGANIZATION" weightage="100" keywordseo="Indian-Women">Indian women</keyword> have time and again taken up chores essentially thought of being male-only, and proved that they are equal to their male counterparts, sometimes even better. 
 
On the occasion of International Women's Day, we bring to you the list of women who dared to step in the fields dominated by men and gave them tough challenges in terms of success and recognition. 
 
<keyword id="2109518" type="UNKNOWN" weightage="100" keywordseo="Durgabai-Kamat">Durgabai Kamat</keyword> and <keyword id="2776412" type="UNKNOWN" weightage="100" keywordseo="Kamlabai-Gokhale">Kamlabai Gokhale</keyword> 
Known as the first female actors of Indian cinema, this mother-daughter duo is always regarded with utmost honour for breaking the stereotype of only male actors in the profession of performing arts. Starring together in Mohini Bhasmasura, the second venture of the legend Dadasaheb Phalke, they were cast as Mohini and Parvati, respectively. Both of them went on to become established actresses and their family members are still a part of the industry, veteran marathi actor Vikram Gokhale being one of them. 
 
<keyword id="121358" type="PERSON" weightage="100" keywordseo="Karnam-Malleswari">Karnam Malleswari</keyword> 
Born in Srikakulam, Andhra Pradesh, Karnam is the most recognised woman Indian weightlifter. In a glorious career spanning over 10 years, she has won 11 gold and 3 silver medals, and a much-celebrated Olympic bronze in 2000 Summer Olympics. Known for her physique, skills and technique, she is the first Indian woman to win an Olympic medal, first woman recipient of Rajiv Gandhi Khel Ratna Award, and also a recipient of Padma Shri and Arjuna Award. Nowadays, she runs her own academy, training others to do what she did and bring fame to the country. 
 
<keyword id="56244" type="ORGANIZATION" weightage="100" keywordseo="MC-Mary-Kom">MC Mary Kom</keyword> 
Mangte Chungneijang Mary Kom, better known as MC Mary Kom, needs no introduction. A five-time World Boxing champion, she is the only woman boxer to have won a medal in each one of the six world championships, a matter of sheer pride to the country. She achieved her much-awaited fame when she won the bronze medal in the 2012 Summer Olympics. A recipient of Padma Bhushan, Arjuna Award, Padma Shree, and Rajiv Gandhi Khel Ratna award, she has also penned down an autobiography called Unbreakable and is all set to be played by Priyanka Chopra in her biopic. 
 
<keyword id="36968" type="PERSON" weightage="100" keywordseo="Zoya-Akhtar">Zoya Akhtar</keyword> 
Belonging to an influential family of Bollywood, with screenwriter lyricist Javed Akhtar as her father, screenwriter Honey Irani as her mother, producer-director-actor Farhan Akhtar as her brother and the talenthouse Shabana Azmi as her stepmother, it was obvious for Zoya to be a part of the industry but nobody had thought that this shy girl would one day become the most celebrated woman director of India. With critically acclaimed films like Luck By Chance, Zindagi Na Milegi Dobara, and Dil Dhadakne Do for her track record, she is very much a part of the young brigade of the industry. 
 
<keyword id="641463" type="UNKNOWN" weightage="100" keywordseo="Premlata-Agarwal">Premlata Agarwal</keyword> 
Perhaps the most unheard name in the list, Premlata Agarwal is a mountain climber, who is mostly remembered as the oldest Indian woman to have scaled Mount Everest. Not only this, she is also the first Indian woman to scale the Seven Summits, the ultimate dream for any mountaineer. For her contributions, the Indian government facilitated her with Padma Shri in 2013. 
 
<keyword id="1801283" type="UNKNOWN" weightage="100" keywordseo="Ishita-Malaviya">Ishita Malaviya</keyword> 
Known as India’s first professional female surfer, Malaviya has been surfing since past 8 years. She runs a surf club with her partner Tushar Pathiyan, known as the Shaka Surf Club, in addition to this, she also runs a camp called Camp Namaloha in Coastal Karnataka in India. She wants to promote the Indian coastline as a worldwide surfing destination.

Indian women who said no to being typecast in conventional careers

It won’t be an exaggeration if we say celluloid has the power to manoeuvre emotions. There are movies that make you laugh while others leave you sad and despondent. Then there are movies that simply urge you to pack your bag and hit the road, on a <keyword id="6374782" type="UNKNOWN" weightage="40" keywordseo="journey">journey</keyword> to explore exotic locales. Such films are eye-openers and mind-openers where the journey and the road are no less important than the characters. In fact, they define the story. So let us take a close look at some of the most popular ‘road movies’ of <keyword id="143" type="CITY" weightage="40" keywordseo="Bollywood">Bollywood</keyword> and find out what they offer. 
 
1. Zindagi Na Milegi Dobara (ZNMD) You must have been overcome by a strong urge to go on a road trip after watching this big daddy of Bollywood’s travel movies. Shot in some of the most picturesque locations of <keyword id="6363645" type="COUNTRY" weightage="40" keywordseo="Spain">Spain</keyword>, it is the story of three <keyword id="343" type="ENTERTAINMENT" weightage="40" keywordseo="Friends">friends</keyword> and their coming of age during a life-changing adventurous road trip. But the beauty of the film lies at the core although the scenic background wows all. 
 
2. Anjaana Anjaani Yet another flick that thrives on travel. The protagonists, played by <keyword id="1655" type="PERSON" weightage="40" keywordseo="Priyanka-Chopra">Priyanka Chopra</keyword> and <keyword id="6357861" type="PERSON" weightage="40" keywordseo="ranbir-kapoor">Ranbir Kapoor</keyword>, have decided to end their lives on the last day of the year but want to try out everything they have ever dreamt of before the D-Day. And that leads to a unique journey across New York, Las Vegas, <keyword id="12161" type="COMPANY" weightage="40" keywordseo="San-Francisco">San Francisco</keyword>, Malaysia and <keyword id="3739" type="COUNTRY" weightage="40" keywordseo="Thailand">Thailand</keyword>. The movie brings forth some really thrilling moments that a travel freak will absolutely love. 
 
3. Chalo Dilli 
What happens when opposite personalities are forced to turn travel partners? Well, you have a spicy expedition on the cards and some rare insight into human relationships and psychology. While the hero is a happy go lucky desi man from Chandni Chowk, the heroine is an elite corporate chic who constantly talks nothing Guccis and Pradas. It is intriguing to watch how the two experience an image overhaul and change in perspective during an eventful journey from Jaipur to Delhi. 
 
4. Jab We Met You can’t call this a classic travel movie but travelling is a major catalyst here that pushes the story further. Geet (<keyword id="2165" type="PERSON" weightage="40" keywordseo="Kareena-Kapoor">Kareena Kapoor</keyword>) and Aditya (<keyword id="6355887" type="PERSON" weightage="40" keywordseo="Shahid-Kapoor">Shahid Kapoor</keyword>) bump into each other on a train and the ensuing journey changes their lives forever. From mysterious Ratlam to colourful Kota and lively Bhatinda to snow-clad <keyword id="6357787" type="CITY" weightage="40" keywordseo="Shimla">Shimla</keyword>, the breathtaking locations help weave a magic tale of love and friendship. 
 
5. Road, Movie Directed by Dev Benegal, this one introduces you to a different Rajasthan – rustic yet captivating, rural yet enigmatic. Vishnu (<keyword id="34091" type="PERSON" weightage="40" keywordseo="Abhay-Deol">Abhay Deol</keyword>) is on a journey across the scenic state to deliver his father’s antique, colourful truck to a local museum. Packed with <keyword id="678332" type="PERSON" weightage="40" keywordseo="Subtle">subtle</keyword> humour, crisp dialogues and a fascinating backdrop, it is a treat for anyone who loves to travel but prefers to get off the beaten path. 
 
6. <keyword id="281457" type="COMPANY" weightage="40" keywordseo="Honeymoon-Travels-Pvt">Honeymoon Travels Pvt</keyword>. Ltd. Directed by <keyword id="125922" type="PERSON" weightage="40" keywordseo="Reema-Kagti">Reema Kagti</keyword>, the movie is about six honeymooning couples and packs a punch as each displays his/her unique individuality. This eventful journey of love transforms the equations and redefines relationships between the couples. 
 
7. Mr. and Mrs. Iyer History can speak volumes about love stories born out of travelling together. This bus journey is one such outing that has brought two strangers together forever. A reluctant Brahmin mother, (Konkona Sen) and a Muslim <keyword id="7237" type="POSITION" weightage="40" keywordseo="wildlife-photographer">wildlife photographer</keyword> (<keyword id="3194" type="PERSON" weightage="40" keywordseo="Rahul-Bose">Rahul Bose</keyword>) find emotional refuge in each other, when she saves his life from Hindu extremists aboard the bus by introducing him as Mr. Iyer, her husband. Next comes a trip where they find a way into each other’s hearts. 
 
8. Dilwale Dulhaniya Le Jayenge Even this isn’t a travel film <keyword id="822035" type="PERSON" weightage="40" keywordseo="per-se">per se</keyword>, but you just can’t ignore the fact that the train travel, bus rides and car cruises are an integral part of the plot. Raj and Simran (Shah Rukh and <keyword id="6354713" type="PERSON" weightage="40" keywordseo="kajol">Kajol</keyword>) meet for the first time on a train and their love story begins as they travel across scenic Switzerland. 
 
9. <keyword id="6356654" type="COMPANY" weightage="40" keywordseo="Bombay">Bombay</keyword> to Goa When listing road movies of Bollywood, you just can’t miss this one starring a lanky <keyword id="6357912" type="PERSON" weightage="40" keywordseo="amitabh-bachchan">Amitabh Bachchan</keyword> and the beautiful <keyword id="156944" type="PERSON" weightage="40" keywordseo="Aruna-Irani">Aruna Irani</keyword>. It is one hell of a movie complete with twists and turns, comedy, drama and an ensemble characters playing the passengers. Everyone who boards this bus from Bombay to Goa makes it a memorable journey for the audience.

9
Popular Travel Movies Of Bollywood That Changed Life

Those who have watched director <keyword id="36968" type="PERSON" weightage="40" keywordseo="Zoya-Akhtar">Zoya Akhtar</keyword>’s hugely successful film Zindagi Na Milegi Dobara would surely remember Bagwati as an exclusive character. Bagwati is an Ostrich <keyword id="265839" type="COMPANY" weightage="40" keywordseo="Hermes">Hermes</keyword> Kelly limited edition bag, which is a gift from one friend to another, whose fiancée is this classy woman who adores luxury brands.But that’s not all! TOD’s D-Bag must have had quite a few fans in real life. The approval from <keyword id="143" type="CITY" weightage="40" keywordseo="Bollywood">Bollywood</keyword> came in the form of an integrated script, which had one of the lead actresses carrying the navy version of it. And boy, did it send lots of Indian women into a tizzy! 
 Indians have warmed up to global luxury brands for some time now. But the trend over the recent years is so obvious that you cannot ignore the growth of this segment as a separate business space. While Hermes, <keyword id="5940" type="PERSON" weightage="40" keywordseo="Louis-Vuitton">Louis Vuitton</keyword> and <keyword id="75186" type="COMPANY" weightage="40" keywordseo="Gucci">Gucci</keyword> are the top three brands in India in the luxury segment, there is a growing appetite for newer luxury brands as well. 
 Brands such as <keyword id="118175" type="COMPANY" weightage="40" keywordseo="Fendi">Fendi</keyword>, Burberry, <keyword id="157708" type="COMPANY" weightage="40" keywordseo="Bottega-Veneta">Bottega Veneta</keyword>, <keyword id="117090" type="PERSON" weightage="40" keywordseo="paul-smith">Paul Smith</keyword>, <keyword id="157707" type="PERSON" weightage="40" keywordseo="Jimmy-Choo">Jimmy Choo</keyword> and <keyword id="17355" type="PERSON" weightage="40" keywordseo="Roberto-Cavalli">Roberto Cavalli</keyword> make the lifestyle statement of the upper middle-class and those in the top echelon. And this clear shift in consumerism has been possible as young Indians are now embracing global luxury brands. In fact, young Indians who are well-travelled and open to new brands to enhance their self-worth are fuelling this growth. While women mainly look for bags, shades, clothes, shoes, wrist watches and lingerie, men are mostly shopping for brands like <keyword id="54994" type="CITY" weightage="40" keywordseo="Tag-heuer">TAG Heuer</keyword>, David Jones, Versace, <keyword id="6703349" type="COMPANY" weightage="40" keywordseo="Armani">Armani</keyword>, Boss Orange, Fred Perry, <keyword id="212570" type="COMPANY" weightage="40" keywordseo="Ralph-Lauren">Ralph Lauren</keyword> and more. Then there are unisex luxury items such as cars and electronics, which are equally favoured by men and women. In most cases, both men and women show equal interest in luxury brands! 
 Walking on Jimmy Choos and Cavallis is the ‘New India’ that is showing all signs of turning the market in favour of global brands. Although India’s share of the global luxury market is a paltry 1-2%, luxury retails – both national and international – are in a hurry to set up shops in the country. And the main reason that the industry experts attribute to this positive growth is the fact that Indians are more ‘brand aware’ now, owing to their foreign jaunts. Well-travelled consumers and a stable <keyword id="34412" type="ORGANIZATION" weightage="40" keywordseo="economy">economy</keyword>, coupled with a young population with growing disposable incomes, spell ‘good news’ for luxury brands across the world. 
 
The current and upcoming shopping malls across the country must be another key driver behind the luxury market growth in India. They have provided a truly conducive atmosphere for shopping, bringing in a lot more footfalls and ensuring a lot more exposure to luxury brands. Earlier, when the luxury brands operated in star hotels, the customer base was restricted owing to several factors. But today, Indian shopping malls have gained character and a retailer can clearly pick and choose which mall would be ideal to set up shop, depending on the mall topography other co-existence factors. More luxury brands in one mall are bound to attract an exclusive crowd with a taste for luxury items. 
 
A study by ASSOCHAM and YES Bank has laid out some facts that sound extremely encouraging for the Indian luxury market, which has attracted scores of global players. In spite of the economic slowdown, the Indian luxury market is pitted to grow at 25% till 2015 and is expected to touch $15 billion. Last year, India was an $8.5 billion market for global luxury brands. The bullish outlook is anticipated to continue unscathed in the luxury sector spanning products such as apparels, home décor, pens, watches, jewellery, wines &amp; spirits, spas and even yachts – a heady mix of both lifestyle and individuality-defining products. 
 
Cars and electronics are among the most attractive segments across the Indian market. The Benzs, BMWs, Rolls Royces, Audis, Jaguars are not rare sights in metros. 
 
The key growth driver is the upper middle-class who has banked on the new education system for the high net worth jobs of the future and subsequently, has cashed in on the current growth. A relevant analysis will reveal that their aspiration to climb the ‘consumer ladder’ is owing to the fact that they are, in fact, driving India’s growth. 
 
They are a small segment but then, luxury brands are not exactly looking at taking the country by storm. Although India comes next only to China when it comes to its appetite for luxury brands, the kind of growth it has triggered is quite interesting. About 150,000 high net worth individuals, with a net worth of $600 billion-$3.1 million and with earnings more than Rs 10 lakh per household, have been fuelling this unprecedented growth across the top 10 cities in India. 
 What can trigger further growth for India and be mutually beneficial is the reduction of import duties (currently 20-150%) and introduction of easy <keyword id="44528" type="ORGANIZATION" weightage="40" keywordseo="FDI">FDI</keyword> policies. This can easily spell further boom for the country’s economy. 
 
Image: ThinkStock

Luxury
Brands Gaining Ground In India

<ul><li>Health, immunity and fitness have become one of the top concerns for Indian consumers post COVID-19.</li><li>Healthtech platform Cult.fit has had a pretty busy year so far. It acquired three platforms, revamped its business model and brand identity, closed another funding round, and has recently launched a new campaign to target India’s youth.</li><li>Naresh Krishnaswamy, Growth &amp; Marketing Head, Cult.fit speaks to us about the platform's growth trajectory, idea behind its latest campaign and goals for 2021.</li></ul>What is that image that comes to your mind anytime someone says ‘fitness’? Do you see a petite woman with flawless skin, voluminous hair, a perfect smile posing with a small piece of gym equipment or a muscular man pumping ridiculously heavy weights? If the answer is yes, it is not your fault. Our definition of fitness is formed by the unidimensional communication we have grown up seeing. When it comes to fitness, all brands have tried to sell an ideal, unreal body image to their customers. They hire obscenely thin women who are further skewed to look even more ‘appetizingly perfect’ or muscular men who are photoshopped with 6 packs. Just in one Google image search of the word ‘fitness,’ you would notice a pattern of photoshopped images and how flawed the overall communication in the fitness industry is. The imagery we have seen in fitness advertisements, whether on billboards, TV or social media, have created a perception that has made us feel under confident in our own bodies. And people who don’t meet these idealistic body standards, feel intimidated to join a gym. Healthtech brand Cult.fit has been consciously trying to move away from this, reminding its audience that fitness is for everyone and people should exercise to feel good, stronger, and happier. Cure.fit’s latest campaign ‘Fitness is not an option’ imitates iconic Bollywood scenes to show how they would play out if the actors weren’t fit. It reenacts famous running scenes from Bollywood like ‘The Train’ scene from Dilwale Dulhania Le Jayenge and ‘The Bull’ scene from Zindagi Na Milegi Dobara but there’s a twist in the plot; the actors start panting and wheezing instead, reiterating the message that fitness is not an option anymore but an absolute necessity. Everyone should take fitness more seriously. While it has been appreciated on social media for its creativity, sense of humor and great execution, there’s another reason why it stands out. It doesn’t sell an idealistic body image to its target audience. <div type="Youtube" id="xAB3CZC1BcI" title="Fitness Is Not An Option (cult.fit)" thumbUrl="https://i.ytimg.com/vi/xAB3CZC1BcI/mqdefault.jpg"></div> Naresh Krishnaswamy, Growth and Marketing Head, Cult.fit told us the genesis of the campaign. He said, “First, the idea was to go at a higher level and attack the barriers of the industry. Typically, you see a lot of fitness communication around building up muscles and looking more attractive, desirable and pumping weights, etc. We, with our communication, now and in the future, want to really drive this whole thought of fitness being really essential to life, something that you can no longer ignore and it is for everybody. Fitness can be anything from running, that you see in one of the ads, to working out in the gym or home, etc. So, the objective was to pivot communication to drive fitness as a lifestyle habit as opposed to what’s been traditionally talked about -- weight loss, muscle gain, etc. Secondly, we have significantly expanded our fitness offerings and we wanted to show Cult as a wide fitness option.” The core insight ‘fitness is not an option’ was brainstormed and finalised internally, further woven into scripts by freelancers and finally produced by <keyword id="3167731" type="General" weightage="20" keywordseo="supari-studios" source="Orion">Supari Studios</keyword>. The first TVC in the campaign has gone live on Cult.fit’s owned media channel, across all Sony TV channels and OTT platforms including SonyLiv. It was played during India vs England test matches and will extend into the IPL season which is set to resume on September 19. Unfortunately, Cult.fit’s first advertisement ‘Jaa Simran Jaa’ recently hit a minor roadblock. It has been taken down from YouTube after Yash Raj Films flagged it for violating copyright protocol. However, it is already back on Instagram. Krishnaswamy said that Cult.fit’s legal team is working to bring the film back. “We did our due diligence before launching that ad and we think it is completely in the clear. We are sorting a few things out and are confident that in a couple of days, it will be back up and running again.” ‘Fitness is not an option’ is Cult.fit’s first campaign after its brand revamp. In May 2021, Cure.fit was renamed to Cult.fit. Even before the revamp exercise, Cult.fit had tried to stay on top of social media trends. Now, with its latest campaign, it is trying to be an active part of pop culture. Telling us about Cult.fit’s marketing approach since its inception, Krishnaswamy said, “Right from when we started out in 2016, our objective has been to make fitness fun and relatable for individuals. If you look at our communication before the pandemic, our focus predominantly was to show people enjoying working out in a group with a smile on their faces. So no idealistic body types and showing extremely ripped, fit people. That’s been our ideology throughout. We now want to play a much larger category game and want Cult to be really associated with fitness. Our association before the revamp was with group classes, which is what we were offering before the pandemic, but now we offer every type of fitness. So, the evolution from there to today has been about the brand taking more of a humorous, quirky approach across channels. Before that, we were a little more functional -- a brand trying to tell you the benefits of working out. Now we are taking a lifestyle approach.” <cmsannotation type="cmsannotation" annotationid="Goals for 2021" text="Goals for 2021">Goals for 2021</cmsannotation> Health, immunity and fitness have become one of the top concerns for Indian consumers post COVID-19. After gyms shut down in 2020, fitness apps and on-ground gyms rose to the occasion by shifting their focus online and providing personalised services based on different body types. With this, the Indian healthtech space saw a surge in user traffic and became a part of the new normal. According to Valuates Report, the Global Fitness App Market size is expected to grow from $3,312.58 Million in 2019 to $13,016.77 million by the end of 2025 at a Compound Annual Growth Rate (CAGR) of 25.61%. Cult.fit has also had a pretty buzzing year. It acquired healthtech platform Fitternity, hardware-at-home platform Tread and partnered with Disney+ Hotstar, Sarva and Brilliant Wellness. Commenting on the first half of the year and focus areas for the rest of it, Krishnaswamy said, “We have been very active this year. We have done 3 acquisitions, completed another fundraising round recently, we have pivoted into digital and gyms, the next six months is heads-down growth. We will continue to remain opportunistic with any acquisitions or any other inorganic opportunities to grow. But we have all the tools we need in our arsenal. So, the next six months would be about execution and campaign activity.” After the pandemic, Cult.fit added 2 million users and out of these 1.5 million, 1 million users joined the platform during the lockdown in April and May. However, this number slowly tapered off as it moved to a paid subscription model. Today, it has 1,50,000 paid members on its content product and with gyms coming back, 100,000 people work out in Cult.fit gyms every day. As per its regulatory filings, its operating revenue shot up 174% to Rs 496 crore during FY20 from Rs 181 crore earned in FY19. “About 50% of our gym members are back. Our revenue and MAUs are on a steep upgrowing trend now, with people using our gyms and online product and we only see ourselves continuously growing month-on-month as vaccination rates increase, and we add more supplies in our gyms and consumer sentiment picks up. We foresee that over the next few months, we should get back to pre-pandemic levels of general attendance and member activity,” shared Krishnaswamy. To accelerate the vaccination process in our country, Cult.fit is also offering free vaccination to its members and one of their family members. It would be focusing on improving its online group classes, upping gym safety, polish its hybrid model and consolidate local gyms under its network. Sharing the company’s vision, Krishnaswamy said, “We want Cult.fit to be completely synonymous with fitness. When you think fitness, you should only think of Cult. The second objective is that we want to be an iconic, youthful brand. We want people to really love Cult. We want to speak to them in a language that inspires them to get fit and not be in the annoyingly motivational zone, which a lot of fitness brands are. We want to be in the top league of fitness brands in India that really lead and define the category.”

We don’t want to show idealistic body types and extremely ripped, fit people in our ads: Naresh Krishnaswamy of Cult.fit

Mumbai, Popular television and film actor <keyword id="243929" type="General" weightage="20" keywordseo="Sidharth-Shukla" source="Orion">Sidharth Shukla</keyword>, best known for his role in the long running TV show "Balika Vadhu", died on Thursday, an official at the Cooper Hospital here said. He was 40. Shukla suffered a massive <keyword id="6357661" type="General" weightage="20" keywordseo="heart-attack" source="Orion">heart attack</keyword> in the morning it is learnt. He is survived by his mother and two sisters. "He was brought dead to the hospital some time ago," the senior Cooper Hospital official told PTI. Shukla began his career in showbiz as a model and made his acting debut with a lead role in the television show "Babul Ka Aangann Chootey Na". He later appeared on shows such as "Jaane Pehchaane Se... Ye Ajnabbi", "Love U Zindagi" but became a household name with "Balika Vadhu". He also participated in reality shows, including "Jhalak Dikhhla Jaa 6", "Fear Factor: Khatron Ke Khiladi 7" and "Bigg Boss 13". In 2014, Shukla made his Bollywood debut with the Karan Johar-produced "Humpty Sharma Ki Dulhania" where he had a supporting role. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/corporates/news/zomato-is-shutting-down-its-singapore-and-uk-based-subsidiaries/articleshow/85858611.cms">Zomato is shutting down its Singapore and UK-based subsidiaries</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/tech/news/apple-september-launch-event-iphone-13-apple-watch-series-7-ipad-mini-in-the-list/articleshow/85857610.cms">Apple September launch event: iPhone 13, Apple Watch Series 7, iPad mini and everything else we know so far</a>

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