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<ul><li><keyword id="2995429" type="PERSON" weightage="20" keywordseo="affiliate-marketing">Affiliate marketing</keyword>, which is part of <keyword id="3367268" type="PERSON" weightage="20" keywordseo="Performance-Marketing">performance marketing</keyword>, is worth $12 billion and will grow by 10% over the next few years.</li><li> <keyword id="3061828" type="PERSON" weightage="20" keywordseo="Aditya-Saxena">Aditya Saxena</keyword>, Senior Vice President- APAC, <keyword id="8125671" type="UNKNOWN" weightage="20" keywordseo="iQuanti">iQUANTI</keyword> writes how since the pandemic, Performance Marketing's popularity has picked up significantly. </li></ul>Performance marketing has been around since the internet was born. It has taken off over the past decade since digital devices became inexpensive, and the quantum of content on the internet exploded. Today agile businesses that want to maximise sales use performance marketing. While indeed not the only channel to grow sales, performance marketing is one of the most effective. According to some estimates, affiliate marketing, which is part of performance marketing, is worth $12 billion and will grow by 10% over the next few years. Besides affiliate marketing, Search Ads are more popular than ever. They are a proven way to reach customers, and virtually every competitive business uses them. Due to advances in technology, AI and automation are being widely used to display Search Ads. In the years ahead, professionals will have to learn how to use AI and automation to display search ads that maximise spends. The reason performance marketing is on an upward trajectory is easy to understand. People are spending more time online than ever before, and their trepidation with shopping on e-commerce sites has abated. Also, the unparalleled interconnectedness of the internet is allowing brands to precisely target consumers who are most likely to want their products. Performance marketing takes advantage of the massive traffic on the internet and the matching preferences of countless consumers to reach buyers of every kind. Performance Marketing was already going strong in the early part of this year. Since the pandemic, its popularity has picked up significantly. <h2 style="line-height:1.3800000000000001;text-align: justify;margin-top:10pt;margin-bottom:0pt;">The pandemic has accelerated pre-existing trends. </h2>Today because of COVID-19, there is an even greater migration online. People are rightly afraid of shopping in stores where they could come in contact with someone infected by COVID-19. Despite malls, cinemas reopening, footfall in such areas is at a minimal. Instead of shopping in stores, people are choosing to shop online. Even those who never shopped much online, like baby boomers, are turning to buy online in increasing numbers. As a result, there’s never been a better time for performance marketing. Firms can take advantage of the fact that there are millions of consumers at home who have little to do but shop online. The numbers back this up. Globally, online sales since the pandemic spread have risen consistently. Just last month, online sales rose by an astonishing 76%. Attracting these consumers with compelling content has never been more critical. Businesses that use performance marketing not only sell more in the short run but also learn where their consumer segment congregates online. This knowledge, derived from customer analytics, helps firms increase sales in the long term by revealing which marketing channel works best for them. As a result, when more people than ever before are spending time online, businesses have the opportunity to create more extensive and more reliable marketing funnels. <h2 style="line-height:1.3800000000000001;text-align: justify;margin-top:10pt;margin-bottom:0pt;">Evolution of performance marketing </h2>Since the outbreak, performance marketing has undergone a shift. Businesses have to change the language and to message to make it fit the current situation. Because of the epidemic, people are more likely to interact with content that keeps abreast of the current situation. For instance, they are more likely to click on links that reveal how they can keep themselves and their families safe. The content created online must match what’s happening in peoples’ lives. As lives across the globe have been more severely disrupted than ever before, businesses will have to create new, more relevant performance marketing techniques to attract traffic to their sites. <h2 style="line-height:1.3800000000000001;text-align: justify;margin-top:10pt;margin-bottom:0pt;">How brands can stay relevant </h2>At a time when every brand understands that having a presence online is more vital than ever before, brands have to find a way to stand apart. To do so, they have to create content on social media, visually appealing images, and video content that helps consumers connect with the brand. The behavioural changes forced upon society by the pandemic aren't going anywhere for the time being. Some industry pundits believe these changes are here to stay and will become the new normal. As a result, performance marketing will become a significant driver of sales. To take advantage of performance marketing, firms will have to rely on compelling content that includes images and video. <h2 style="line-height:1.3800000000000001;text-align: justify;margin-top:10pt;margin-bottom:0pt;">Don’t bombard consumers with videos</h2>Firms that create outstanding visual and video content have to use it wisely. For instance, despite how good their content is, they mustn’t bombard audiences with it. Too much of a good thing can lead to its ruin. Instead of trying to saturate buyers with such visual or video content which could lead to ad fatigue, businesses will have to use their productions wisely. Posting content on sites where it is likely to be seen only a few times will lead to consumers to becoming intrigued. That’s the kind of emotion businesses have to evoke in consumers. Unless they do so, their marketing campaigns may start with a bang and end with a whimper. <h2 style="line-height:1.3800000000000001;text-align: justify;margin-top:10pt;margin-bottom:0pt;">Businesses will have to leverage analytics </h2>One of the most significant advantages of performance marketing is it reveals which channels generate the most sales for a business. Last click attribution, which is the last click after which a customer makes a purchase, makes it easier for companies to identify which marketing channel is leading to the most conversions. Last click attribution is a crucial part of performance marketing. Firms that understand from which channel most customers arrive to have a better chance of increasing sales in the future. While last-click attribution remains a crucial channel, upper funnel marketing is even more essential to creating brand awareness and attracting consumers. Brands can create a broad upper-funnel by crafting engaging content and videos. Then by seeing how consumers engage with such videos and content, businesses can understand their target segments preferences well. With an iterative process in place, firms can create more content and videos that convert sales. Such leveraged assisted conversions are becoming more important to sales conversions than last-click attribution. Large brands that have a full-fledged ad stack gain more relevant information about how consumers are connecting with their brand and how sales are being converted. To thrive in the years ahead, businesses will have to understand the nuances of last-click attribution to succeed. Importantly, they will need to understand that while last-click attribution plays a vital role in increasing sales, knowing which touchpoint customers interacted with before is just as important. To drive customers to their sites, firms will have to leverage analytics. Just as a little over a decade ago, inexpensive digital devices made billions of people spend more time online than ever before. The current pandemic is driving millions more online. As a result, businesses are presented with many opportunities. They can use performance marketing to reach audiences who are most likely to need their services. Almost certainly in the years ahead, performance marketing will play a vital role in every firm's marketing arsenal.

Performance Marketing: Where is it headed?

When love is in the air and Valentine’s Day is just around the corner, <keyword id="143" type="CITY" weightage="100" keywordseo="Bollywood">Bollywood</keyword> is bound to come up with a <keyword id="24069" type="UNKNOWN" weightage="100" keywordseo="romantic-comedy">romantic comedy</keyword>. But when ad film-maker <keyword id="1612592" type="PERSON" weightage="100" keywordseo="Vinil-Mathew">Vinil Mathew</keyword>’s directorial debut <keyword id="1520199" type="UNKNOWN" weightage="100" keywordseo="Hasee-Toh-Phasee">Hasee Toh Phasee</keyword> hit the screen a week before <keyword id="4167782" type="UNKNOWN" weightage="100" keywordseo="V-day">V-Day</keyword> (February 7), it turned out to be a better love feast than the run-of-the-mill romances. Much of the credit goes to the lead duo – <keyword id="562349" type="PERSON" weightage="100" keywordseo="Parineeti-Chopra">Parineeti Chopra</keyword> and <keyword id="1320874" type="PERSON" weightage="100" keywordseo="Sidharth-Malhotra">Sidharth Malhotra</keyword> – and the <keyword id="303" type="POSITION" weightage="80" keywordseo="Director">director</keyword>, of course, who tweaked all the usual Bollywood masala into an earthy and sharp reality without stripping the flick of its dream elements. And going by the <keyword id="2034852" type="UNKNOWN" weightage="100" keywordseo="Box-office-numbers">box office numbers</keyword>, we dare say that the audience loves those experiments garbed in the feel-good raiment. In other words, this Parineeti-Sidharth starrer has different offerings at different levels – whether you take it as an arty-commercial experiment or just another love story, with some nuances that can push you out of your comfort zone. 
 So how has the film fared at the box office so far? The Rs 25 crore <keyword id="1636016" type="UNKNOWN" weightage="100" keywordseo="rom-com">rom-com</keyword>, jointly produced by <keyword id="3778" type="PERSON" weightage="100" keywordseo="Karan-Johar">Karan Johar</keyword>’s <keyword id="62161" type="COMPANY" weightage="100" keywordseo="Dharma-Productions">Dharma Productions</keyword> and <keyword id="7929" type="PERSON" weightage="100" keywordseo="Anurag-Kashyap">Anurag Kashyap</keyword>’s <keyword id="1352720" type="ORGANIZATION" weightage="100" keywordseo="Phantom-Productions">Phantom Productions</keyword>, hit about 2,000 screens across the country and grossed around Rs 17-18 crore at home during the first weekend, according to industry estimates. <keyword id="1861689" type="UNKNOWN" weightage="100" keywordseo="overseas-collection">Overseas collection</keyword>s stood at a little over $1 million. The <keyword id="2014761" type="UNKNOWN" weightage="100" keywordseo="Occupancy-rate">occupancy rate</keyword> was 50-80% during the opening weekend and stayed at 50% on the crucial Day 4 (February 10) in the domestic market, bringing in around Rs 6 crore. Overseas collection on the 4th day was around Rs 1.5 crore. However, the movie is expected to do much better at the box office during the <keyword id="2054858" type="UNKNOWN" weightage="100" keywordseo="V-Day-week">V-Day week</keyword>. 
 
Karan Johar is also happy with the way things are going. “Thank you for the immense love and appreciation for Hasee Toh Phasee, a film I am extremely proud of,” he tweeted on Sunday. 
 
The rom-com is expected to ride on critical acclaim and we feel that is justified to some extent. For one, director Vinil Mathew (best known for his Cadbury: Kuch meetha ho jaye commercials) knows how to tell a good story, blending reality with cinematic magic. And writer <keyword id="1989065" type="UNKNOWN" weightage="80" keywordseo="Harshvardhan-Kulkarni">Harshvardhan Kulkarni</keyword> has aptly supported him. The film is essentially a quirky love story between <keyword id="19563" type="PERSON" weightage="100" keywordseo="meeta">Meeta</keyword> (Parineeti) and Nikhil (Sidharth) – a modern-day take about life, love and relationships. Consequently, you see a runaway professional and a turbulent soul in Meeta, who has brains but takes drugs, steals money from her family and tries to whisk off her sister <keyword id="5405" type="PERSON" weightage="100" keywordseo="Karishma">Karishma</keyword>’s (<keyword id="16234" type="PERSON" weightage="100" keywordseo="Adah-Sharma">Adah Sharma</keyword>) fiancé who is also a long-time friend of Meeta. Sidharth, on the other hand, is a more staid character with his commitments firmly in place. The resulting story weaves the chemistry between the odd pair while <keyword id="6362839" type="PERSON" weightage="100" keywordseo="Manoj-Joshi">Manoj Joshi</keyword> does some good work as Meeta and Karishma’s father. 
 
But one still wonders why all the soul-searching and putting life into order need to happen immediately before a crucial marriage, à la Mere Brother Ki Dulhan? Only this time, we have a runaway bridegroom, instead of the bride walking away from the mandap as is the Bollywood wont. But Parineeti is the real star cast here – bright, gorgeous, self-willed and passionate – and wins hearts in spite of her over-the-top acting. Sidharth, too, is out on a self-quest and looks laudable. But it’s the cliché plot that mars the good efforts. There are nice elements, but they come in bits and pieces, and finally, Hasee Toh Phasee remains a commercial candyfloss. 
 
One just wonders what would have happened if Parineeti and Sidharth went through the same experiences post the marriage between Adah and Sidharth. But that might have been too much off the track for Bollywood and the Indian audience who did not receive the offbeat theme of Nishabd well. Let us see if Hasee Toh Phasee can join the 100 crore club. 
 
 
 
<keyword id="805778" type="ENTERTAINMENT" weightage="100" keywordseo="Heartless">Heartless</keyword>: Commendable efforts lose steam, again Medical thrillers are pretty rare in Bollywood and we pinned our hopes on <keyword id="17186" type="PERSON" weightage="100" keywordseo="Shekhar-Suman">Shekhar Suman</keyword>’s directorial debut Heartless, starring his son <keyword id="20393" type="PERSON" weightage="100" keywordseo="Adhyayan">Adhyayan</keyword>, along with <keyword id="20398" type="PERSON" weightage="100" keywordseo="deepti-naval">Deepti Naval</keyword>, <keyword id="6381489" type="PERSON" weightage="100" keywordseo="Om-puri">Om Puri</keyword> and newcomer <keyword id="1935232" type="UNKNOWN" weightage="100" keywordseo="Ariana-Ayam">Ariana Ayam</keyword> (she hails from New York). The movie also released on February 7 and hit about 800 screens all over the country. But unlike Hasee Toh Phasee, this one had a poor start in spite of a great storyline – essentially borrowed from the American crime/supernatural/conspiracy thriller <keyword id="106100" type="ENTERTAINMENT" weightage="80" keywordseo="Awake">Awake</keyword>. Surprisingly, the box office numbers are not officially available yet but according to one estimate, Heartless has grossed a little over Rs 1 crore in the opening weekend. That is, indeed, shocking. 
 A close look at the movie, however, confirms our fear that it could be a box office flop. Rich boy <keyword id="138003" type="PERSON" weightage="100" keywordseo="Aditya-Singh">Aditya Singh</keyword> (<keyword id="6354939" type="PERSON" weightage="100" keywordseo="Adhyayan-Suman">Adhyayan Suman</keyword>), who needs a <keyword id="6397601" type="UNKNOWN" weightage="100" keywordseo="heart-transplant">heart transplant</keyword>, falls in love with fortune-hunter <keyword id="80068" type="PERSON" weightage="100" keywordseo="Ria">Ria</keyword> (Ariana Ayam) and secretly marries her before the surgery. But once he is under the knife, all hell breaks loose. There is conspiracy going on to kill him with a <keyword id="2054863" type="UNKNOWN" weightage="100" keywordseo="Poisoned-transplant">poisoned transplant</keyword>, so that the wife can pocket the insurance money. Adhyayan’s friend and <keyword id="6382875" type="POSITION" weightage="80" keywordseo="surgeon">surgeon</keyword> <keyword id="2054864" type="UNKNOWN" weightage="100" keywordseo="Dr-Sameer-Saxena">Dr Sameer Saxena</keyword> (Shekhar Suman) is also in cahoots. 
 During the surgery, the truth dawns upon the hero as he goes into <keyword id="2054865" type="UNKNOWN" weightage="100" keywordseo="Anaesthesia-awareness">anaesthesia awareness</keyword>, a medical condition where the patient is conscious enough to understand everything, but cannot move. Finally, his mother <keyword id="489622" type="PERSON" weightage="100" keywordseo="Gayatri-Singh">Gayatri Singh</keyword> (Deepti Naval) commits suicide to make the transplant happen; Om Puri, as <keyword id="2054866" type="UNKNOWN" weightage="100" keywordseo="Dr-Sanjay-Trehan">Dr Sanjay Trehan</keyword>, manages to save him and all the baddies are arrested at the end. There’s nothing wrong with the story except for the fact that medical thrill becomes hilarious comedy during the second half and Adhyayan still looks pretty stiff although the mother-son relation has been played out well. Maybe the BO numbers will pick up as soon as the audience gets used to the comical activities that take place in the OT. But can it still be touted as Adhyayan’s comeback movie? 
 
<keyword id="1977299" type="UNKNOWN" weightage="100" keywordseo="Babloo-Happy-Hai">Babloo Happy Hai</keyword>, <keyword id="828628" type="UNKNOWN" weightage="100" keywordseo="Ya-Rab">Ya Rab</keyword> fail to make the cut The other two releases of the week also failed to make the cut at the box office in spite of some serious themes. Directed by <keyword id="475774" type="UNKNOWN" weightage="100" keywordseo="Nila-Madhab-Panda">Nila Madhab Panda</keyword> (of Jalpari and I am Kalam fame), Babloo Happy Hai has a meaningful message about <keyword id="19472" type="COMPANY" weightage="100" keywordseo="aids">AIDS</keyword> and how people can still live a full life. But the movie has a <keyword id="110559" type="UNKNOWN" weightage="100" keywordseo="Limited-release">limited release</keyword> and hit only about 350-plus screens. It has grossed a little over Rs 15 lakh on the opening day, according to TalkingMoviez.com. 
 
Hasnain Hyderabadwala-directed Ya Rab depicts the eternal conflict between <keyword id="70629" type="ENTERTAINMENT" weightage="100" keywordseo="Humanity">humanity</keyword> and <keyword id="2054867" type="UNKNOWN" weightage="100" keywordseo="Parochial-attitude">parochial attitude</keyword>, and how <keyword id="1013184" type="UNKNOWN" weightage="100" keywordseo="religious-fundamentalism">religious fundamentalism</keyword> can lead to <keyword id="6358165" type="COMPANY" weightage="100" keywordseo="terrorism">terrorism</keyword>. But once again, lack of promotion has failed to create buzz for this movie, co-produced by <keyword id="6370367" type="PERSON" weightage="80" keywordseo="Mahesh-Bhatt">Mahesh Bhatt</keyword>. Made on a budget of Rs 2.5 crore, the movie has been released in 300-plus theatres and the Friday collections stood in the range of Rs 20 lakh-plus. Overall, <keyword id="434916" type="UNKNOWN" weightage="100" keywordseo="Bollywood-box-office">Bollywood box office</keyword> hasn’t witnessed too many ripples even now but movie-goers are having a gala time, sampling different genres. That’s definitely a big plus and we are waiting for more. 
 
Images: Indiatimes

Box Office: Hasee Toh
Phasee Wins Hearts; Heartless Fails To Retain The Thrill

Commanding a <keyword id="20756" type="ENTERTAINMENT" weightage="20" keywordseo="Robot">robot</keyword> to do a defined task is nothing new, but letting a robot learn things on its own suprises most of us. Two Indian-origin researchers at <keyword id="1063768" type="ORGANIZATION" weightage="20" keywordseo="Cornell-University-in-New-York">Cornell University in New York</keyword> have created a large <keyword id="2488572" type="UNKNOWN" weightage="20" keywordseo="computational-system">computational system</keyword> known as '<keyword id="2488571" type="UNKNOWN" weightage="80" keywordseo="Robo-Brain">Robo Brain</keyword>'. With the help of this giant robot brain, millions of machines across the globe can gain knowledge on human behaviour, language and mannerism. 
‘Robo Brain’ extracts information available on the Internet with the help of computational system extracts. It can interpret natural language text, images and videos. This is how robots gain knowledge. 
 According to lead researcher <keyword id="435030" type="UNKNOWN" weightage="20" keywordseo="Ashutosh-Saxena">Ashutosh Saxena</keyword>, an assistant <keyword id="2059841" type="POSITION" weightage="20" keywordseo="Professor-of-Computer-Science">professor of computer science</keyword> at <keyword id="31781" type="ORGANIZATION" weightage="20" keywordseo="Cornell-University">Cornell University</keyword> in New York, "Our laptops and cell phones have access to all the information we want. If a robot encounters a situation it has not seen before, it can query Robo Brain in the cloud." 
 
With the help of 'Robo Brain', a robot can connect images with videos and texts in order to identify objects that it is dealing with. This helps the wonder machine perform different action through out the day. For instance, if a robot sees a coffee mug then his 'Robo Brain' will run the image, connect it with the object in front of its eyes, inform it of what it is and how it is used. 
 
Aditya Jami, a visiting researcher at Cornell, who designed the large-scale database for the brain, said that 'Robo Brain' will look like a gigantic, branching graph with abilities for multi-dimensional queries. 
(Image: Thinkstock)

Indian-origin Scientists Invent 'Robo Brain' To Help Robots Gain Knowledge

Last year’s champion <a href="http://www.gocricket.com/teams/mumbai-indians/31001/home">Mumbai Indians</a> crashed out of the Champions League T20 losing to <a href="http://www.gocricket.com/teams/northern-knights/87001/players">Northern Knights</a> by six wickets in a one-sided game at the Shaheed Veer Narayan Singh International Stadium in Raipur. 
 
MI were outclassed in all departments by the Kiwi side that did not put a foot wrong on their way to securing a place in the main draw. The table toppers in the qualification round, Knights go into the tournament proper along with <a href="http://www.gocricket.com/teams/lahore-lions/89001/players">Lahore Lions</a>, who had earlier defeated Southern Express by 55 runs. 
 
Chasing a 133-run target, NK were off to a brilliant start with openers Anton Devcich and <a href="http://www.gocricket.com/player/Kane-Stuart-Williamson/6001/6071">Kane Williamson</a> putting up an 83-run stand. By the time MI managed to get their first breakthrough in the tenth over, the asking rate was well under five runs per over. If anything that could have bothered <keyword id="836840" type="UNKNOWN" weightage="100" keywordseo="the-knights">the Knights</keyword> from there on was some quick wickets but that didn’t happen. MI spinners failed to get any purchase ruling out any chance of a comeback. 
 
Williamson top scored for NK with a 36-ball 53 before being snared by Jasprit Bumrah in the 13th over but it was all too late in the day as <keyword id="1731187" type="UNKNOWN" weightage="100" keywordseo="Daryl-Mitchell">Daryl Mitchell</keyword> and Scott Styris completed the formalities with 16 balls to spare. 
 
Earlier, poor shot selection and another top-order crumble crippled MI's chances of making it to the main draw as NK kept the Champions League Twenty20 holders to 132/9. Had it not been some useful contributions from the likes of skipper <a href="http://www.gocricket.com/player/Kieron-Adrian-Pollard/10001/10060">Kieron Pollard</a> and tailenders Lasith Malinga (20 off eight balls) and Shreyas Gopal (24 off 12), MI would have struggled to get to the total they finally managed to. 
 
Put in to bat by Daniel Flynn, MI got off to a disappointing start losing <a href="http://www.gocricket.com/player/Michael-Edward-Killeen-Hussey/31001/1033">Michael Hussey</a> (7) with just 10 runs on the board. It was the pressure created by the Knights' opening bowlers, Tim Southee and <keyword id="835484" type="PERSON" weightage="80" keywordseo="Trent-Boult">Trent Boult</keyword>, that stifled MI's big-hitting batsmen who were forced to make mistakes. Southee and Boult maintained a nagging line to restrict MI to just 20 runs in their first four overs. The duo kept up the pressure for most of the innings, conceding just 45 runs between them in their eight overs and taking four wickets, three of which were to Southee. 
 
The flow of wickets meant that MI were always under pressure to get up their run rate. Knights were excellent in the field, adding to the chokehold that Styris applied with his canny stump-to-stump seam-up deliveries. Williamson pulled off a brilliant catch, diving in front at short cover to get rid of Jalaj Saxena in the sixth over which gave Styris his first wicket, and the veteran allrounder removed Lendl Simmons in the next over. The MI opener paid the price of forcing himself too early in the shot while trying to cut a straight delivery that crashed into the stumps. Trying to make room for a late cut, Aditya Tare nicked to wicketkeeper Bradley Watling, and Styris bowed out with superb bowling figures of 4-0-21-3, a performance which earned him the Man of the Match award. 
 <keyword id="13880" type="COMPANY" weightage="100" keywordseo="Mumbai-Indians">Mumbai Indians</keyword> had lost half of their side by the 11th over with not even 50 runs on the scoreboard. Pollard managed to salvage some pride with a 24-ball 31 and Malinga and Gopal swung their bats in the last couple overs, but MI needed something exceptional to stop Knights from bolting into the main stage of the CLT20 but that did not happen. 
 With this win, the Northern Knights join <keyword id="13883" type="COMPANY" weightage="80" keywordseo="Kings-XI-Punjab">Kings XI Punjab</keyword>, Hobart Hurricanes, Cape Cobras and Barbados Tridents in Group B. Lahore Lions, who came second in the qualifiers, join <keyword id="13886" type="ORGANIZATION" weightage="100" keywordseo="Chennai-Super-Kings">Chennai Super Kings</keyword>, <keyword id="6354925" type="COMPANY" weightage="80" keywordseo="Kolkata">Kolkata</keyword> Knight Riders, Perth Scorchers and Dolphins in Group A. 
 
Brief Scores: Mumbai Indians 132/9 (<keyword id="61632" type="PERSON" weightage="80" keywordseo="Kieron-Pollard">Kieron Pollard</keyword> 31, Scott Styris 3/21) lose to Northern Knights 133/4 in 17.2 overs (Kane Williamson 53, Jasprit Bumrah 2/26) by six wickets.

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Performance Marketing: Where is it headed?

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Box Office: Hasee Toh Phasee Wins Hearts; Heartless Fails To Retain The Thrill

Sanghamitra Mandal

Indian-origin Scientists Invent 'Robo Brain' To Help Robots Gain Knowledge

BI India Bureau

T20 Cricket: Clinical Northern Knights Send Mumbai Indians Crashing Out

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