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<keyword id="6533" type="General" weightage="80" keywordseo="anupam-kher" source="Orion">Anupam Kher</keyword> is officially a part of filmmaker <keyword id="30014" type="General" weightage="50" keywordseo="vivek-agnihotri" source="Orion">Vivek Agnihotri</keyword>'s next directorial "The Vaccine War" and has commenced shooting for the film, the veteran actor announced on Monday. The film marks the fourth collaboration between <keyword id="2057" type="General" weightage="100" keywordseo="agnihotri" source="Orion">Agnihotri</keyword> and <keyword id="950" type="General" weightage="80" keywordseo="kher" source="Orion">Kher</keyword> after movies such as "Buddha in a Traffic Jam", "The Tashkent Files" and "The Kashmir Files". Kher took to Twitter to share the news and posted a photo from the sets of the upcoming movie. "Announcing my 534th film! #TheVaccineWar directed by @vivekagnihotri. Fascinating and Inspirational! Jai Hind!" the 67-year-old actor posted. Agnihotri, who attained commercial success with last year's film "The Kashmir Files", had announced "The Vaccine War" in November 2022 and also unveiled the official poster of the film. The movie is scheduled to be released on August 15, 2023, in 11 languages: Hindi, English, Gujarati, Punjabi, Bhojpuri, Bengali, Marathi, Telugu, Tamil, Kannada, Urdu and Assamese. The feature project will be produced by Agnihotri's actor-wife Pallavi Joshi's I Am Buddha Productions and Abhishek Agarwal via his banner Abhishek Agarwal Arts. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/thelife/personalities/pel-vivienne-westwood-cyrus-mistry-pope-benedict-xvi-and-more-luminaries-who-passed-away-in-2022/slidelist/96678840.cms">Pelé, Vivienne Westwood, Cyrus Mistry, Pope Benedict XVI and more: Luminaries who passed away in 2022</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/india/news/naga-peace-accord-a-tale-of-so-near-yet-so-far/articleshow/96678962.cms">Naga peace accord: A tale of so near, yet so far</a>

Anupam Kher starts shooting for Vivek Agnihotri's 'The Vaccine War'

<ul><li>With the lockdown extended to May 3, how is the <keyword id="9056838" type="UNKNOWN" weightage="20" keywordseo="ott-industry">OTT industry</keyword>, that has seen a surge in users and time spent on the platforms, coping with this new normal.</li><li>The panel will touch upon the strategies that the OTT platforms are employing to build consumer stickiness, and how they are ensuring their content libraries are able to keep people entertained. </li><li><keyword id="2003969" type="PERSON" weightage="20" keywordseo="Abhishek-Joshi">Abhishek Joshi</keyword>, Head of Marketing and Business Partnerships, MX Player, Divya Dixit, SVP, Marketing, Analytics &amp; Direct Revenue, <keyword id="4241922" type="PERSON" weightage="20" keywordseo="ALTBalaji">ALTBalaji</keyword>, <keyword id="5153358" type="PERSON" weightage="20" keywordseo="Issac-John">Issac John</keyword>, Business Head – Digital (South Asia), Discovery and <keyword id="32440" type="PERSON" weightage="20" keywordseo="rahul-mishra">Rahul Mishra</keyword>, Head Marketing and Communications, <keyword id="203890" type="COMPANY" weightage="20" keywordseo="Shemaroo-Entertainment">Shemaroo Entertainment</keyword> will be a part of the panel.</li></ul>With the national lockdown extended by another 19 days, we are going to be stuck at our homes till May 3. In the first week of the lockdown, data from BARC-Nielsen had revealed that people have started spending more time online, and begun consuming more content on OTT platforms. In our latest series of panel discussions around how the Covid-19 lockdown is impacting the industry and businesses, we are hosting a chat around the opportunities and challenges for the OTT ecosystem in India. As the lockdown brings a silver lining with it, we want to ask a few pertinent questions. Will the industry be able to keep up with this growth once the lockdown is called off? Will the platforms be able to bring about a behavioral change among consumers? How are advertisers looking at the platforms and will they increase their spends if more consumers move to the medium? The panel moderated by Samarpita Banerjee, Deputy Editor, Ad &amp; Media Insider (moderator) will see Abhishek Joshi, Head of Marketing and Business Partnerships, MX Player, Divya Dixit, SVP, Marketing, Analytics &amp; Direct Revenue, ALTBalaji, Issac John, Business Head – Digital (South Asia), Discovery and Rahul Mishra, Head Marketing and Communications, Shemaroo Entertainment join the discussion. Join us on our Facebook and Twitter pages for an insightful discussion at 4:00 pm today.

Join our panel discussion on the impact of the Covid-19 lockdown on the OTT industry

<ul><li>Ghaziabad-based <keyword id="9059" type="POSITION" weightage="20" keywordseo="journalist">journalist</keyword> <keyword id="242297" type="PERSON" weightage="20" keywordseo="Vikram-Joshi">Vikram Joshi</keyword>, who was shot in the head by some assailants, succumbed to injuries early Wednesday, his family said. </li><li>Joshi was returning home in Vijay Nagar area with his two daughters on a motorcycle when he was waylaid by over half a dozen armed men at around 10.30 pm on Monday, officials said</li><li>The attack comes days after Vikram Joshi, who works with a local daily, lodged a complaint at the local Vijay Nagar police post against some people for harassing his niece on July 16.</li></ul> Ghaziabad-based journalist Vikram Joshi, who was shot in the head by some assailants, succumbed to injuries early Wednesday, his family said. Joshi had lodged a complaint with the police alleging harassment of his niece on July 16 and was shot at around 10.30 pm on Monday near his home in Vijay Nagar area, according to officials. Yes, he (Vikram Joshi) is no more. He passed away at around 4 am during treatment at the hospital, a family member told PTI.Joshi, who worked with a local daily, was admitted to a private hospital. So far, nine people have been arrested in connection with the case, according to the police. Joshi was hospitalised after he was shot at by some assailants near his home on Tuesday (July 21). Joshi was returning home in Vijay Nagar area with his two daughters on a motorcycle when he was waylaid by over half a dozen armed men at around 10.30 pm on Monday, officials said. The journalist was shot in the head by one of the accused, who then fled the spot, leaving him severely injured. He was taken to a hospital where he is in a critical condition, they said. The attack comes days after Vikram Joshi, who works with a local daily, lodged a complaint at the local Vijay Nagar police post against some people for harassing his niece on July 16. Senior Superintendent of Police, Ghaziabad, Kalanidhi Naithani said nine people, including two of the three named in the FIR, have been arrested while the local police post in-charge was suspended in the wake of the incident. The FIR was registered under Indian Penal Code sections 307 (attempted murder), 506 (criminal intimidation) and 34 (act done by several people with a common intention) on complaint by Joshi's brother Aniket Joshi, Naithani said. The FIR had three named suspects Chhotu, Akash Bihari and Ravi besides some unidentified people. Chhotu and Ravi have been arrested, while searches are underway to nab Akash and six police teams are working on the case, he added. The police have also arrested Mohit, Dalbir, Akash, Yogendra, Abhishek, Abhishek and Shaqir based on evidence in connection with the case, Naithani added. In his complaint lodged at the Vijay Nagar police post, Joshi had named Chhotu, Ravi and Akash, his family alleged. The journalist was given a life threat by the accused men, according to the allegations made in the FIR. The family has alleged inadequate action by the local police post in-charge, who has been suspended with immediate effect considering the gravity of the matter. A departmental inquiry has been ordered and the local Circle Officer will probe the matter, SSP Naithani said. Meanwhile, Congress leader Priyanka Gandhi Vadra attacked the Uttar Pradesh government over the law-and-order situation in the state following the incident. "Ghaziabad falls in NCR. Going by the state of law and order here, one can get an idea of the situation in the entire state of UP. A journalist was shot at because he complained to the police against molestation of his niece. How will common man feel safe in such a jungle raj," she said in a tweet in Hindi. SEE ALSO: <a href="https://www.businessinsider.in/science/health/news/coovid-vaccine-from-oxford-serum-institute-and-astrazeneca-shows-promising-immune-response/articleshow/77069321.cms">The COVID-19 vaccine from Oxford and Astrazeneca shows 'promising' results in early human trials</a> <a href="https://www.businessinsider.in/careers/news/from-intel-and-wipro-to-tcs-and-google-here-are-the-top-job-openings-in-the-multinational-companies/articleshow/77058769.cms">From Intel and Wipro to TCS and Google— Here are the top job openings in the multinational companies</a> <a href="https://www.businessinsider.in/tech/mobile/news/checkout-upcoming-affordable-smartphone-oneplus-nord-launch-price-specifications-features/articleshow/77061620.cms">OnePlus Nord launch price, specs and more – Everything we know about the upcoming affordable OnePlus smartphone</a>

Vikram Joshi, the Ghaziabad-based Journalist who was shot in the head, passes away

Indian actress <keyword id="30508" type="PERSON" weightage="100" keywordseo="Asin">Asin</keyword> Thottumkal, who is making a comeback after a brief period of absence from the silver screen, is going to tie the knot soon. The Ghajini actress, who was last seen with Akshay Kumar in Khiladi 786, is going to exchange vows with Micromax co-founder Rahul Sharma, one of India's most successful bachelors. 
 
The multilingual actress is rumored to be in a relationship with Sharma for quite some time now, and plans to leave acting or at least take a long break from it post marriage. 
 
Apparently, Asin and Rahul were introduced to each other by actor Akshay Kumar, who was Asin's co-actor in Housefull 2 and Khiladi 786, while being the brand ambassador of Micromax for some time, along with his wife Twinkle Khanna. 
 
This move has added Asin to the elite club of actresses who got married to businessmen. The other members of this club are: 
 
· Shilpa Shetty, who got married to Raj Kundra 
· Ayesha Takia, who got married to Farhan Azmi 
· Amrita Arora, who got married to Shakeel Ladak 
· Gayatri Joshi, who got married to Vikas Oberoi 
· Raveena Tandon, who got married to Anil Thadani 
· Celina Jaitley, who got married to Peter Haag 
· Juhi Chawla, who got married to Jay Mehta 
 
Asin, who would next be seen opposite Abhishek Bachchan in All Is Well, had stopped signing new projects 2 years back. However, given the election of Smriti Irani as the Education Minister, the movie took 2 years in making. Smriti was earlier supposed to play the role in All Is Well that was finally played by actress Supriya Pathak Kapur. 
 
Team Business Insider India wishes the couple a very happy married life together.

Asin to join the ‘Actress Married To Businessmen’ club

The invitees to the consecration ceremony at the <keyword id="41267" type="General" weightage="20" keywordseo="ram-temple" source="Orion">Ram temple</keyword> continued to arrive at the temple town on Monday morning with locals and devotees gathering on both sides of the road waving saffron flags and dancing to the tunes of songs dedicated to Lord Ram. Religious fervour gripped <keyword id="6354931" type="General" weightage="20" keywordseo="ayodhya" source="Orion">Ayodhya</keyword> with biting cold failing to dampen the spirits of those who have flocked here to witness the historic moment. The holy town is all set to welcome Lord Ram with Prime Minister Narendra Modi scheduled to participate in the consecration ceremony. The invitees who arrived early this morning included RSS chief Mohan Bhagwat, Anupam Kher, Kailash Kher, Jubin Nautiyal, Prasson Joshi, Manoj Joshi, <keyword id="19919207" type="General" weightage="20" keywordseo="sachin-tendulkar" source="keywords">Sachin Tendulkar</keyword>, Amitabh Bachchan, Abhishek Bachchan, <keyword id="20284870" type="General" weightage="20" keywordseo="ravishankar-prasad" source="keywords">Ravishankar Prasad</keyword> and Anil Ambani. Hema Malini, Kangana Ranaut, <keyword id="20284869" type="General" weightage="20" keywordseo="sr-sri-ravishankar" source="keywords">Sr Sri Ravishankar</keyword>, Morari Bapu, Rajnikant, Pavan Kalyan. Madhur Bhandarkar, Subhash Ghai, Shefali Shah and Sonu Nigam arrived in Ayodhya on Sunday. 'Ram dhun' played in the streets from early morning, as security personnel kept a tight vigil across the Ayodhya districts. The 'Pran Pratishtha' of the idol of <keyword id="19904197" type="General" weightage="20" keywordseo="ram-lalla" source="keywords">Ram Lalla</keyword> -- the childhood form of Lord Ram -- will be attended by people from all walks of life, including representatives of major spiritual and religious sects of the country and of various tribal communities and prominent personalities. According to temple trust, all invitees will have a bell which they will ring during the aarti. Army helicopters were shower flower petals during the aarti. The ceremony will begin at 12:20 pm, and according to the temple trust, it is expected to end by 1 pm. Following this, the prime minister will address the gathering. "The prime minister will also interact with 'shramjeevis' associated with the construction of the temple," a member of the Shri Ram Janmbhoomi Teerth Kshetra Trust, which is in charge of the construction and management of the Ram temple, said. Modi will also visit Kuber Tila, where an ancient Shiv temple has been restored. He will perform a 'pooja' there, the member said. The magnificent Ram Janmbhoomi Mandir has been constructed in the traditional Nagara style. Its length (east-west) is 380 feet, width 250 feet and height 161 feet. It is supported by 392 pillars and has 44 doors. The pillars and walls of the temple showcase intricately sculpted depictions of Hindu deities, gods and goddesses. The idol of Ram Lalla has been placed in the sanctum sanctorum on the temple's ground floor. The consecration rituals for the 'Pran Pratishtha' started from the Saryu river on January 16 and will be completed on Monday afternoon on the 'Abhijeet Muhurta', according to the trust. Lakhs of people are expected to watch the event live on TV and online platforms as the Central government has announced a half-day off on January 22 and many states followed suit. Temples across the country have announced special festivities on the occasion. From Washington DC to Paris to Sydney, events have been also planned in various parts of the world by either the Vishva Hindu Parishad (VHP) or Hindu diaspora groups. Fourteen couples from various parts of India will be the 'yajmaans' (hosts) for the 'Pran Pratishtha' of the new 51-inch idol of Ram Lalla. The idol was sculpted by Mysuru-based Arun Yogiraj and was placed in the sanctum sanctorum of the temple last Thursday. The Ram temple has been decorated with "rich stocks" of flowers and special lights and the entire city is drenched in religious fervour. Streetlights on flyovers have been decorated with artwork depicting Lord Ram as well as cutouts of bow and arrow, and ornamental lampposts carry designs themed on the traditional "<keyword id="20268635" type="General" weightage="20" keywordseo="ramanandi-tilak" source="keywords">Ramanandi tilak</keyword>". A multi-layer security cover is in place in Ayodhya for the consecration ceremony, with 10,000 CCTV cameras and drones equipped with artificial intelligence keeping an eye on the movement of people. Police personnel in plain clothes have been deployed at the venue. Movable barriers with barbed wires attached to them can be spotted at every prominent crossroads in the temple town, as police use them to regulate traffic, especially during VVIP movements. Multiple NDRF teams trained to tackle chemical, biological, radiological and nuclear attacks, drowning incidents and disasters like earthquakes have also been deployed. While more than 7,000 people are on the list of invitees for the event, the select list features 506 A-listers. Business tycoons Mukesh Ambani and Gautam Adani are among the prominent people invited to the event. Those attending the "Pran Prathishtha" also include people linked to the Ram Janmabhoomi agitation. Almost all opposition leaders invited to the ceremony have declined to be in attendance, with the Congress calling it a "BJP-RSS event". SEE ALSO:<a href="https://www.businessinsider.in/india/news/ayodhya-2-0-transformed-holy-town-turns-a-page-with-temple-pivot/articleshow/107042516.cms" target="_blank"></a> <a href="https://www.businessinsider.in/india/news/ayodhya-2-0-transformed-holy-town-turns-a-page-with-temple-pivot/articleshow/107042516.cms" target="_blank">Ayodhya 2.0: Transformed holy town turns a page with temple pivot</a><a href="https://www.businessinsider.in/tech/mobile/news/oneplus-open-review/articleshow/106961567.cms" target="_blank"></a> <a href="https://www.businessinsider.in/tech/mobile/news/oneplus-open-review/articleshow/106961567.cms" target="_blank">OnePlus Open review – Feature-packed foldable in a premium design</a><a href="https://www.businessinsider.in/india/news/ram-temple-ten-lakh-diyas-to-be-lit-in-ayodhya-as-part-of-celebration/articleshow/107024932.cms" target="_blank"></a> <a href="https://www.businessinsider.in/india/news/ram-temple-ten-lakh-diyas-to-be-lit-in-ayodhya-as-part-of-celebration/articleshow/107024932.cms" target="_blank">Ram temple: Ten lakh diyas to be lit in Ayodhya as part of celebration</a>

Invitees arrive in Ayodhya for Ram temple event, multi-layered security put in place

<ul><li>The benchmark <keyword id="136862" type="General" weightage="20" keywordseo="us-central-bank" source="Orion">US Central bank</keyword> rate now ranges from 5.25% to 5.50%, reaching its highest level since 2001. </li><li>Since this has not come as a surprise, the markets have already factored it in, and hence it is less likely to affect <keyword id="30067" type="General" weightage="20" keywordseo="rbi" source="Orion">RBI</keyword>’s monetary policy decisions, say analysts.</li><li>If the inflation turns around, it may challenge the ‘Goldilocks scenario’ and it will translate into high market volatility.</li></ul>The United States Federal Reserve raised its benchmark <keyword id="37018" type="General" weightage="20" keywordseo="interest-rate" source="Orion">interest rate</keyword> by 25 <keyword id="6374715" type="General" weightage="20" keywordseo="basis-points" source="Orion">basis points</keyword> on Wednesday night, marking the highest increase in the last 22 years. The benchmark federal funds rate now ranges from 5.25% to 5.5%, reaching its highest level since 2001. This move further tightens economic activity as borrowing costs for homes, cars, and other goods increase. This rate hike is the 11th since the Federal Reserve began its fight against inflation in March 2022. Interestingly, it comes just one month after the central bank decided to pause rate increases in order to evaluate the state of the economy following the failures of three regional banks recently. Says Abhishek Bisen, Head of Fixed Income &amp; Fund Manager, Kotak Mahindra Asset Management Company, “The <keyword id="136502" type="General" weightage="20" keywordseo="fomc" source="Orion">FOMC</keyword> hiked rates by 25 bps taking the fed fund rate to 5.25-5.50% on expected lines. In order to ensure financial conditions do not ease prematurely, the Federal Reserve continues to guide that further monetary actions will be data dependent. In our assessment, falling core inflation in the month ahead will headline inflation at ~ 3% handle, and will give comfort to the FOMC to stay on hold for the rest of calendar year 2023.” <cmsannotation type="cmsannotation" annotationid="The India impact" comment="Subhead" text="The India impact">The India impact</cmsannotation> The question is how the US <keyword id="1873897" type="General" weightage="20" keywordseo="fed-rate" source="Orion">Fed rate</keyword> hike is likely to affect the Reserve Bank of India (RBIs) monetary policy decisions. “I do not think it is going to impact RBI’s monetary policy stance because the impact typically happens when something unexpected happens. I think this was pretty much factored in by all market participants, and I am sure that the regulators also have baked it in. Fed has already communicated that they will have two more rate hikes and they have left room for one more rate hike,” says D K Joshi, Chief Economist, Crisil. India does not necessarily need to increase rates because the Fed has raised rates. While the Fed has raised rates by 500 basis points in the last one year, the RBI has raised rates by only 250 basis points. However, Sinha has a word of caution. “The market has been pricing in a Goldilocks scenario and the assumption is that we have rate cuts and quantitative easing is coming back. All kinds of assumptions have been priced in as far as the valuations are concerned. There may be an inflation surprise on the upside, because in the US consumer confidence and housing prices have rebounded.” He adds that if inflation turns around, that will challenge the Goldilocks scenario and that will translate into high volatility in the markets. <cmsannotation type="cmsannotation" annotationid="Eye on global macro readings" comment="subhead" text="Eye on global macro readings">Eye on global macro readings</cmsannotation> The US inflation data is scheduled to come out next week and the street expects a softening in headline reading because of the relaxation in the goods markets, the resolution of supply chain bottlenecks, and the alleviation of the impact caused by the Russian-Ukraine war. “In deciding whether to hike once more in September 2023 the Fed would critically examine the data on labour market conditions and the non-housing services inflation. At this juncture, it expresses a reasonable chance of one more hike,” says Dhanjay Sinha, Dhananjay Sinha, Head of Strategy Research and Chief Economist, Systematix Group. Agrees Pankaj Pathak, Fund Manager- Fixed Income, Quantum Mutual Fund. “The rate hike suggests that future actions will be data dependent. If inflation moves above the Fed’s expectation, they will hike rates. If it remains on the expected declining path, the Fed will pause.” According to US Federal Reserve Chair Jerome Powell, the tightening of monetary policy has had some disinflationary effects so far, but it has not resulted in a loss of employment. The unemployment rate remains at a historically low level of 3.6%. While the current tightening measures will need to continue, and additional rate hikes might be necessary, there is a low likelihood that achieving the inflation target will require a significant increase in the unemployment rate or disruptions in the labour market. Therefore, it is unlikely that the economy will experience a significant contraction beyond the normal slowdown, leading to the base case assumption that the United States will avoid a recession. Market participants are optimistic about a "Goldilocks" scenario, wherein policymakers successfully control inflation without significantly hampering economic growth. This approach also aims to maintain long-term interest rates at relatively low levels compared to historical standards, fostering a favourable and balanced economic environment.

As Fed resumes rate hike, market watchers say RBI policy unlikely to be affected

<ul><li><keyword id="2214311" type="General" weightage="20" keywordseo="mx-player" source="Orion">MX Player</keyword> has launched a new premium ad-free service called <keyword id="12138454" type="General" weightage="20" keywordseo="mx-gold" source="Orion">MX Gold</keyword> with a pay later option.</li><li>Users can now watch ad-free shows and movies on the platform whenever they want and pay for them later.</li><li>MX Player will start its ‘Watch-Now-Pay-Later’ service in partnership with Paytm PostPaid.</li></ul>MX Player — the video streaming platform owned by the Times Internet — launched a new premium ad-free service called MX Gold with a pay later option. Unlike other OTT players like Netflix, Amazon Prime and Disney+ Hotstar, users can now watch ad-free shows and movies on the platform whenever they want and pay for them later. MX Gold — priced at ₹299 for an entire year — is the first ‘Watch-Now-Pay-Later’ offering by a streaming service. “We are breaking the mould of how entertainment has been consumed till date,” said Abhishek Joshi, business head of MX Player. MX Player will start its ‘Watch-Now-Pay-Later’ service in partnership with Paytm PostPaid, but it will onboard other partners in the time to come. The development was first <a href="https://economictimes.indiatimes.com/tech/technology/mx-player-to-allow-users-to-watch-first-pay-later-for-paid-service/articleshow/91947568.cms" data-type="tilCustomLink">reported</a> by Economic Times. “Entertainment has always been a 'pay first experience later' phenomenon, and we intend to change that. If you don't have money to spare at this juncture or do not have your payment details handy, this initiative will let you navigate your way out of trouble, and you can pay when it suits you,” said Joshi. The company believes that the arrangement gives more time to the customers to pay and makes it much easier for them to decide what to buy. It also claims that the feature would make customers less likely to hesitate while deciding what to watch. The company currently has 175 million active users in India and over 275 million monthly active users worldwide. According to data by utilities comparison and sales company Selectra, MX Player app has over 500 million downloads. Disclaimer: Times Internet is a part of Bennett, Coleman and Company Limited (BCCL), which also publishes Business Insider in India. SEE ALSO <a class="tout-title-link" href="https://www.businessinsider.in/stock-market/news/ril-maruti-suzuki-tata-motors-bajaj-auto-among-stock-to-watch-out-for-on-june-2/slidelist/91953190.cms" style="">RIL, Maruti Suzuki, Tata Motors, Bajaj Auto among stock to watch out for on June 2</a> <a href="https://www.businessinsider.in/business/corporates/news/infosys-could-remain-the-vendor-of-choice-even-if-recession-comes-say-analysts/articleshow/91952813.cms" style="">Infosys could remain the ‘vendor of choice’ even if recession comes, say analysts</a> <a href="https://www.businessinsider.in/business/telecom/news/mukesh-ambanis-jio-lags-behind-airtel-which-is-the-top-telecom-brand-in-india/articleshow/91935279.cms" style="">Mukesh Ambani's Jio lags behind Airtel which is the top telecom brand in India</a>

This OTT player lets you ‘watch now and pay later’

<ul><li><keyword id="1558972" type="General" weightage="20" keywordseo="vim" source="Orion">Vim</keyword>'s campaign speaks to the mindset that when a man does the dishes, he's 'helping' the woman of the house.</li><li>It is conceptualised by Lowe Lintas. </li></ul>Indian women are successfully thriving in numerous fields. They have big dreams and take pride in expressing themselves – as homemakers, as mothers, as artists or as CEOs! Caregiving and household chores are only a part of and not their only responsibilities. But societal limitations of defining them only through chores obstruct them. VIM’s latest ad campaign - ‘Nazariya Badlo, Dekho Bartano Se Aage’ is a nudge to society to see women beyond archaic roles. The TVC is a story of a prospective matrimonial arrangement, where the ‘independent guy’ under the implicit assumption that it is the wife’s job to cook and clean, tries to impress the girl by offering to ‘help’ her with cooking. The girl immediately offers to ‘help’ him with dishes, gently nudging him to be independent in household chores as well, as she could get late from work. The boy’s initial shock and eventual change of perspective drives home the campaign message of ‘Nazariya Badlo, Dekho Bartano Se Aage’. The girl in the ad is not only ‘more than her chores’ but also a change-maker who calls for equal partnership. <div type="Youtube" id="cWIo7lTfdqs" title="Vim Liquid | Making dishwashing easy (Hindi)" thumbUrl="https://i.ytimg.com/vi/cWIo7lTfdqs/mqdefault.jpg"></div> Commenting on the launch of the campaign, <keyword id="7230683" type="General" weightage="20" keywordseo="prabha-narasimhan" source="Orion">Prabha Narasimhan</keyword>, Executive Director &amp; VP – Home Care, South Asia said, “Vim is the market leader in Dishwash by far and has helped make the dishwashing process easier and hassle-free over the ages. We are inspired by the successful women around us who excel in whatever they do, being homemakers and decision-makers. They are already way more than chores, but sometimes get limited by society’s definition of chores being a woman’s primary responsibility. If we offload them from these societal stereotypes and the stress caused by them, there is so much more they can and will be. At Vim, that is precisely going to be our endeavour with ‘Nazariya Badlo, Dekho Bartano Se Aage’. Speaking about the same, <keyword id="3433640" type="General" weightage="20" keywordseo="prateek-bhardwaj" source="Orion">Prateek Bhardwaj</keyword>, Chief Creative Officer – Lowe Lintas said, “This campaign speaks to the mindset that when a man does the dishes, he's 'helping' the woman of the house. An act for which society applauds him, when in fact it’s something that he should be doing as a member of the household. Nudging the society to realize this double standard that exists was at the heart of this campaign." Brand Team: Prabha Narasimhan: Executive Director &amp; VP – Home Care, South Asia Aditya Kashyap: General Manager Home and Hygiene, Home Care, South Asia Agency Credits: Chief Creative Officer: Prateek Bhardwaj Chief Operating Officer: Anaheeta Goenka Strategy President: Kunal Joshi VP, Planning: Sundernarayan Venkataramani Regional Creative Director: Shayondeep Pal Group CD and Copywriter: Sidhant Mago Group CD (Art): Zeth AP &amp; Sushant Joshi AVP Account Management: Arjun Hari Client Services Director: Arpita Chakraborty Account Manager: Triptesh Mehta Production House: Chrome Pictures Director: Amit Sharma Executive Producer: Abhishek Notani Producer &amp; Editor: Richa Sharma

Vim's new ad is a nudge to society to see women beyond archaic roles

<ul><li>Open up to small moments of joy, says <keyword id="6355975" type="COMPANY" weightage="20" keywordseo="axis-bank">Axis Bank</keyword> in its new campaign by <keyword id="274876" type="COMPANY" weightage="20" keywordseo="Lowe-Lintas">Lowe Lintas</keyword>.</li><li>The multi-film campaign highlights the various features and offers on the Axis Bank Select Credit Card and Flipkart Axis Bank Credit Card . </li></ul>Axis Bank has released a multi-film campaign for its Cards portfolio. The new campaign conceived by Lowe Lintas Mumbai focuses on the small moments of joy to promote the bank's credit card offerings. Axis Bank has taken an emotion-driven approach, in line with its Dil Se Open philosophy. Commenting on the new campaign, Sanjeev Moghe, EVP &amp; Head – Cards &amp; Payments, Axis Bank “Over the last one year, we have seen new categories such as online shopping, OTT or food ordering growing in relevance for our consumers. This new campaign brings alive one of our most compelling propositions in these categories through heartwarming slice of life films rooted in our Brand philosophy of Open. The new campaign idea originated from the observation that even though people have been compelled to act measurably due to current times, little moments of joy can go a long way in getting us unadulterated happiness. The offerings on our range of Credit cards are nothing but enablers of that happiness.” <div type="Youtube" id="tHhamoF-VPM" title="Flipkart Axis Bank Credit Card | Unlimited cashback on every spend" thumbUrl="https://i.ytimg.com/vi/tHhamoF-VPM/mqdefault.jpg"></div> Talking about the idea, Amar Singh, Regional Creative Officer, Lowe Lintas said: "Over the last many months, we have all become a bit more receptive and open to the fact that happiness doesn’t depend on big, milestone type moments. It can be found in the simplest of things. And in a world often driven by unabashed consumerism, that is a refreshing change. One that Axis Bank endorses and this campaign for their cards, conceived by Joshua Thomas, Prathamesh Gharat and Katya Mohan, recognizes, respects and encourages.” <div type="Youtube" id="De4CD-s7RWk" title="Axis Bank Select Credit Card | 40% off on Swiggy" thumbUrl="https://i.ytimg.com/vi/De4CD-s7RWk/mqdefault.jpg"></div> The multi-film campaign highlights the various features and offers on the Axis Bank Select Credit Card and Flipkart Axis Bank Credit Card that are carefully curated around every day spends such as entertainment, food and e-commerce. Each film revolves around a warm human story of people opening up to innocent, raw moments of little joys. The monochromatic treatment of the films adds to the exclusivity and premium quotient of the campaign. <div type="Youtube" id="cqDtbS-fpAA" title="Axis Bank Select Credit Card | 1 year complimentary Amazon Prime membership" thumbUrl="https://i.ytimg.com/vi/cqDtbS-fpAA/mqdefault.jpg"></div> Client: Ananya Shukla, Archana Koushik, Richa Kamat Creative: Amar Singh, Joshua Thomas, Prathamesh Gharat, Katya Mohan, Tejas Dangre, Manoj Kolaskar, Khushnaaz Jamshedji Account Management: Shantanu Sapre, Jay Ladhani, Reema Bahadkar, Nitasha Chandnani, Durvesh Mhapuskar Planning: Aditi Patwardhan, Abhishek Joshi Production House: Lintas C/EX (Director: Poonam Wahi, Mithun Chakraborty; Producer: Dean Freeman)

Axis Bank's latest ad focuses on the small moments of joy to promote the bank's credit card offerings

<ul><li>After the comeback of epics such as Ramayan and Mahabharat, there is a huge demand for classics. Riding on the nostalgia wave, <keyword id="2810265" type="PERSON" weightage="20" keywordseo="ott-players">OTT players</keyword> are also using their old content. </li><li>For the first time in history, to overcome the restrictions and market their content in the best way possible, OTT players have tied up with TV channels to push their content. </li></ul>After Doordarshan brought back its two epics, Ramayan and Mahabharat, Star TV and Sony followed the trend and is taking us back to the golden era by rerunning some old shows like Sarabhai VS Sarabhai, Khichdi, CID, and Aahat respectively. Now owing to the fact that production has been stalled till the lockdown is lifted, OTT platforms are taking a similar route. While ShemarooMe is premiering Bollywood movies every Friday, it has also seen a huge jump in people watching classic movies. “There is a lot of experimentation happening right now -- the audience is actually going back and watching blockbuster movies from the past such as Jaane Bhi Do Yaaron or older shows like Nukkad. And it’s been consumed by the younger generation too. So, that's opening up a new set of content for a new set of audience who have not been exposed to it till now. And that's sort of interesting for us as a platform to wait and watch,” shares Rahul Mishra, Head Marketing and Communications, Shemaroo Entertainment. <keyword id="4241922" type="PERSON" weightage="20" keywordseo="ALTBalaji">ALTBalaji</keyword>, on the other hand, which already has a huge library of content, is also considering bringing back a few of its classic, much-loved serials. Moreover they are also in talks with other platforms for content syndications, to broaden their content offering. “We are utilising this time to do business syndications, we did one with ZEE. We are also utilising our vast content library and queuing up our originals ready,” said Divya Dixit, SVP, Marketing, Analytics &amp; Direct Revenue, ALTBalaji. <keyword id="7444876" type="UNKNOWN" weightage="20" keywordseo="Discovery-Plus">Discovery Plus</keyword> is also leveraging its global partnerships to help consumers stay indoors and stream the outdoors. To stay relevant in today’s environment, they have lined up COVID-19 documentaries. “Discovery has a lot of content that hasn’t been exposed to Indian audience. We have a strong global library to sustain for a long period of time. For us, it’s a mix of marquee specials, global library and partnership content. We already had a couple of pieces ready on Coronavirus, we are trying to stay relevant as we can,” said Issac John, Business Head – Digital (South Asia), Discovery. Moreover, with gaming seeing a spike across the world, platforms like <keyword id="2214311" type="ORGANIZATION" weightage="20" keywordseo="Mx-player">MX Player</keyword>, that had recently introduced gaming on its platform, has an edge as people are on the lookout for different modes of entertainment. “We introduced gaming about 8-10 weeks back and in the last five weeks, it has seen a 4X surge in engagement. And we are using that inventory available on our platform to cross promote our own shows. In terms of the number of games played by one user and the time spent by that user on the gaming tab is actually something that we didn't expect and we are actually using that to cross promote our own shows,” said Abhishek Joshi, Head of Marketing and Business Partnerships, MX Player. He also shared that MX Player has recently inked a content deal with Sony Pictures Television and Paramount. “We are the first Indian AVOD platform to have struck such a deal with an international studio.” Tough times are pushing marketers to come up with creative ways to sell their content. Disney+ Hotstar original series Hostages is now airing on Disney-owned TV channel Star Plus. For the first time in history, OTT content is broadcasted on a TV channel. ALTBalaji has also partnered with ZEEL to broadcast its originals such as Kehne Ko Humsafar Hain, Baarish, Karrle Tu Bhi Mohabbat. Joshi says, “While this integration has happened at an unfortunate time, it will help the OTT players embark on a collaborative journey rather than an either-or strategy, which we have always been speaking about.”

OTT players bank on content archives and work on content syndication to meet the rising demand due to the COVID-19 lockdown

In a country where 800 movies are made in a year, it’s difficult to remember each and every film that releases. 
 
But sometimes, we do come across some mind blowing and thought provoking storylines, which remain with us for a long time. Such is the power of storytelling that it makes some stories a part of our lives. 
 
However, while revisiting some of the famous Hindi movies, we realized their script writers conveniently chose to forget that we are living in the Facebook and Twitter age. 
 
Here we list out 4 of them. 
 
1. <keyword id="6373971" type="ENTERTAINMENT" weightage="100" keywordseo="3-idiots">3 Idiots</keyword> 
The crux of the story and the emotion that appealed to all of us was that two friends, Raju (Sharman Joshi) and Farhan (R. Madhavan), could not find their best friend Rancho (Aamir Khan) for over 5 years, because they didn’t have his address and contact details. However, had the movie released in today’s time when everything goes on internet, they could have easily searched for Ranchhod Das Chanchad and unearthed the secret that lay behind the walls of that Simla mansion. Also, don’t you think that the name of Phunsukh Wangdu, a genius who has patented so many designs, would have found its way to the Facebook news feeds of either Raju Rastogi or Farhan Qureshi? 
 
2. <keyword id="2196546" type="UNKNOWN" weightage="100" keywordseo="Raja-Natwarlal">Raja Natwarlal</keyword> 
Although this movie was released in 2014, the audience was actually baffled by the ease with which Raja (Emraan Hashmi) befooled Varda Yadav (Kay Kay Menon). Wouldn’t a multimillionaire business tycoon look up for website of the cricket authority before believing a virtually non-existent agent and handing over a cheque of Rs 100 crore? While Raja could have tampered with Google for the first page of the search results, we are sure that five minutes of Google search would have been enough for Yadav to figure out the con. 
 
3. Rehnaa Hai Terre Dil Mein 
A favourite of many, this romantic movie rules many hearts, even after 14 years of its release. The story shows how Maddy (R.Madhavan) makes his love interest Reena (Dia Mirza) believe that he is Rajiv Samra, the man that she has been betrothed to since childhood. But today we are sure that Reena would have done a quick search for the social profiles of Rajiv Samra, only to find the images of Saif Ali Khan giving his coy smile. 
 
4. <keyword id="15117" type="PERSON" weightage="100" keywordseo="dostana">Dostana</keyword> 
We loved the laughter ride that this movie took us on, but had Neha (Priyanka Chopra) been more brainy, she would have obviously added Kunal (John Abraham) and Sam (Abhishek Bachchan) on Facebook, or followed them on Twitter, only to know that they weren’t gay. There, end of the story!

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