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The government has said that <a href="http://www.businessinsider.in/searchresult.cms?query=Wi-Fi">Wi-Fi</a> would be provided in all <a href="http://www.businessinsider.in/searchresult.cms?query=central+universities">central universities</a> under the National Mission on Education through Information and Communication Technology (NMEICT). 
 
The Human Resource Development Minister<a href="http://www.businessinsider.in/searchresult.cms?query=+Smriti+Irani"> Smriti Irani</a> has said that two <keyword id="6435699" type="ORGANIZATION" weightage="80" keywordseo="Central-Universities">central universities</keyword>, Allahabad University and North Eastern Hill University are already covered under Department of Electronics and Information Technology programme. 
 
For the other 38 universities, Project Approval Board of NMEICT has approved the proposal at the cost of Rs 335.85 Crores. 
 
Image credit: Indiatimes

Wi-Fi to be offered in all Central Universities

The Uttar Pradesh government has decided to develop <keyword id="17425" type="CITY" weightage="100" keywordseo="Allahabad">Allahabad</keyword> as an integrated industrial township like <keyword id="18858" type="COMPANY" weightage="100" keywordseo="Noida">Noida</keyword>. It has come up with a proposal to develop Allahabad as an “access-controlled township that will have 4G network and full <keyword id="47655" type="TECHNOLOGY" weightage="60" keywordseo="Wi-Fi">Wi-Fi</keyword> connectivity with homogeneity of design for all building structures,” an official release said. 
 The Samajwadi Party government led by Chief Minister <keyword id="6355031" type="PERSON" weightage="80" keywordseo="Akhilesh-Yadav">Akhilesh Yadav</keyword> has been promoting its development agenda to win back support after its dismal performance in the Lok Sabha elections. 
 
A presentation on the plan of the new city was made to senior officials from the infrastructure and industrial development department and Uttar Pradesh State Industrial Development Corporation during a meeting last week. 
 
“Around 25% area of the township would be reserved for industries with dedicated power supply, prepaid electricity meters, provision for 100 per cent water harvesting, zero-discharge mechanism, and CNG supply network,” said Sanjiv Saran, principal secretary, industrial development. 
 
Amity University, Fortis Healthcare and Maruti Suzuki have already expressed interest to invest in the state and the government is considering to allot them land in Allahabad. 
 
“The education department has been asked to prepare a proposal to develop the university in 40 acres of land,” an official statement said.

UP Govt To Develop Allahabad Like Noida

The US has named a mountain in Antarctica after an Indian-American scientist whose biological research expedition provided crucial data about animal populations. 
 <keyword id="2391409" type="UNKNOWN" weightage="100" keywordseo="Akhouri-Sinha">Akhouri Sinha</keyword>, adjunct professor in the Department of Genetics, cell biology and development at the University of Minnesota, was recognised by the US Geological Survey, which named the mountain ‘Mt Sinha,’ for the research he did as an explorer in 1971-72. 
Sinha was a member of a team that catalogued population studies of seals, whales and birds in the Bellingshausen and Amundsen seas. 
 The mountain was named by the <keyword id="2396042" type="UNKNOWN" weightage="100" keywordseo="Advisory-Committee-on-Antarctic-Names">Advisory Committee on Antarctic Names</keyword> (US-ACAN) and the US Geological Survey. 
 
"Anyone can see the Mt Sinha, Antarctica, on Google.com or Bing.com," said Sinha. 
 Sinha, who graduated with a BSc degree from the <keyword id="6364092" type="ORGANIZATION" weightage="60" keywordseo="Allahabad-University">Allahabad University</keyword> in 1954 and an MSc degree in Zoology from the <keyword id="48975" type="ORGANIZATION" weightage="60" keywordseo="Patna-University">Patna University</keyword> in 1956, said he was invited to carry out research on the reproduction of Antarctic seals by the National Science Foundation Antarctic Program. He also taught in the <keyword id="63845" type="ORGANIZATION" weightage="60" keywordseo="department-of-zoology">Department of Zoology</keyword> at Ranchi College from November 1956 to July 1961. Then he left for the US. 
 
"I went to Antarctica on two expeditions lasting for about 22 weeks on the US Coast Guard cutters, Southwind and Glacier, during 1972 and 1974, respectively," said Sinha. He has published more than 100 papers and has been teaching graduate level courses for almost 25 years.

US Names Mountain In Honour Of Indian-American Scientist

<ul><li>The <keyword id="56459" type="ORGANIZATION" weightage="20" keywordseo="University-Grants-Commission">University Grants Commission</keyword> released a list of 23 ‘fake universities’ in India. </li><li>Of the total 23 universities, 14 have been on the <keyword id="44171" type="CITY" weightage="20" keywordseo="UGC">UGC</keyword>’s list from 2005 — including Commercial University, United Nations University, Vocational University among others. </li><li>Despite that, several universities have also claimed on their websites that they are approved by the UGC.</li></ul>This admission season, the University Grants Commission is providing a much-needed reality check to prospective students and their parents. It released a list of <a href="https://indianexpress.com/article/education/ugc-releases-fake-universities-list-up-delhi-has-the-most-ugc-ac-in-5845473/">23 ‘fake universities’</a>. Unfortunately, they are all functional, though unrecognised under the UGC Act. Most of such universities are from Uttar Pradesh and Delhi. These include Vishwakarma Open University for Self-Employment, Varanaseya Sanskrit Vishwavidyalaya, Indian Institute of Science and Engineering, Delhi and Netaji Subhash Chandra Bose University. This is not the first time that these colleges have featured in the UGC’s annual list of fake universities. Of the total 23 universities, 14 have been on the <a href="https://www.thehindu.com/news/national/ugc-fake-university-notice-14-out-of-23-on-list-since-2005/article28691632.ece">UGC’s list from 2005</a> — including Commercial University, United Nations University, Vocational University and ADR-Centric Juridical University in Delhi. In fact, the United Nations University, Vocational University, Commercial University appeared in the list of fake universities last year too. Several of these universities continue to claim that they are approved by the UGC on their websites. Badaganvi Sarkar World Open University Education Society, Karnataka, St. John's University, Kerala and Raja Arabic University, Maharashtra have been operational since 2005, despite the UGC’s checklist. The University Grants Commission set up an anti-malpractice cell in 1995 to register complaints on established fake universities. While the board has filed FIRs against several institutions, many of them are still operational. Check the list of 23 fake universities declared by UGC: <ul><li>National University of Electro Complex Homeopathy, Kanpur</li><li>Netaji Subhash Chandra Bose University (Open University),</li><li>Aligarh Uttar Pradesh Vishwavidyalaya, Kosi Kalan, Mathura</li><li>Maharana Pratap Shiksha Niketan Vishwavidyalaya, Pratapgarh</li><li>Varanaseya Sanskrit Vishwavidyalaya, Uttar Pradesh</li><li>Varanasi Mahila Gram Vidyapith/Vishwavidyalaya, (Women’s University), Allahabad</li><li>Gandhi Hindi Vidyapith, Prayag, Allahabad</li><li>Indraprastha Shiksha Parishad, Institutional Area, Khod</li><li>ADR-Centric Juridical University, Delhi</li><li>Indian Institute of Science and Engineering, Delhi</li><li>Viswakarma Open University for Self-Employment, Delhi</li><li>Commercial University Ltd., Daryaganj</li><li>United Nations University, Delhi</li><li>Vocational University, Delhi</li><li>Adhyatmik Vishwavidyalaya, Delhi</li><li>Varanaseya Sanskrit Vishwavidyalaya, Delhi</li><li>Nababharat Shiksha Parishad, Anupoorna Bhawan, Rourkela</li><li>North Orissa University of Agriculture &amp; Technology, Odisha</li><li>Indian Institute of Alternative Medicine, Kolkata</li><li>Institute of Alternative Medicine and Research, Kolkata</li><li>Badaganvi Sarkar World Open University Education Society</li><li>Belgaum St John’s University, Kishanattam</li><li>Raja Arabic University, Nagpur</li><li>Sree Bodhi Academy of Higher Education, Puducherry</li></ul>See also: <a href="https://www.businessinsider.in/according-to-aicte-78-engineering-colleges-are-going-to-shut-down-this-academic-year/articleshow/70345828.cms">Over 70 engineering colleges in India opt for ‘progressive closure’ as they fall short of students, checkout the full list</a> <a href="https://www.businessinsider.in/sexual-harassment-at-educational-institutions-a-challenge-for-indias-lgbtq-community-finds-unesco-report/articleshow/69723003.cms">Sexual harassment at educational institutions a challenge for India's LGBTQ community, finds UNESCO report</a> <a href="https://www.businessinsider.in/ugc-opens-application-for-delhi-university-colleges-to-apply-for-autonomous-status/articleshow/68794331.cms">Students in India's national capital brace for fee hikes as Delhi University colleges are allowed to seek 'autonomy' online</a>

UGC declared 23 Indian institutions as fake universities — and they have been ‘fake’ for over a decade now

Mumbai, Mar 31 () State-run Indian Bank, which is merging Allahabad Bank with itself from April 1, on Tuesday assured customers of both lenders that they will not face any disruption in services. Harmonisation of products, both on the loan and deposit sides, has been completed and the same products will be offered to all customers, Indian Bank Managing Director and CEO Padmaja Chunduru said. Following the merger, Indian Bank will become the seventh largest public sector lender. The merger is part of the government's mega consolidation plan to amalgamate 10 state-run banks to create four global-sized lenders, beginning next financial year. "Tomorrow is day one and the initial processes are complete. The main thing is about the customer service and there won't be any disruption for customers of both the banks," Chunduru told in an interview. She said all the deposit and loan products, including access to Indian Bank's emergency credit lines launched in the wake of Covid-19, would be made available to the customers of Allahabad Bank. Chunduru said amalgamation consists of integration of products and processes, information technology and human resources. "We have focused all our resources on the important things that matter for day one -- treasury integration has happened and IT integration, to the extent of product harmonization and rolling out of the same products, has happened," she said. She expects the entire IT integration to be completed by December 2020. Integration of HR is an ongoing process and will take another three to four months, she explained. The combined entity will have 6,060 branches, a network of 2,870 ATMs and banking correspondent network of 9,000. She said none of the branches will be closed and about 150 to 200 branches have been identified that would either be merged or shifted in terms of location. "As a combined entity, Indian Bank's balance sheet is much stronger. We can offer higher amount of loans to the corporate segment, and will be able to invest in the required skill sets, whether it is credit management or recovery or risk management, to bring in more differentiated products and more value added services and also on the digital front," she said. Post-merger, the bank will not require capital on an immediate basis, she added. Chunduru further said the merged entity will retain Allahabad Bank's stakes in two firms -- a general insurance firm and an asset reconstruction company. "Indian Bank is going to inherit both the subsidiaries. After tomorrow, we will have a look at the whole thing and then see how to take it forward," she said. Allahabad Bank holds 28.52 per cent in Universal Sompo General Insurance Company. Other investors include Indian Overseas Bank, Karnataka Bank, Dabur Investment and Japanese insurance major Sompo Japan Nipponkoa Insurance Inc. It also holds 27.04 per cent equity stake in asset management company ASREC (India) Ltd, along with other banks/ institutions. There are three other mergers of public sector banks under the government's mega consolidation plan. Punjab National Bank will take over Oriental Bank of Commerce and United Bank of India to form the nation's second-largest lender; Syndicate Bank will merge with Canara Bank; and Andhra Bank and Corporation Bank will get amalgamated into Union Bank of India. Following the consolidation, there will be seven large public sector banks, and five smaller ones. There were as many as 27 state-run banks in 2017 when SBI took over five of its associates and Bharatiya Mahila Bank. In 2019, Vijaya Bank and Dena Bank got merged with Bank of Baroda, making it the third largest state-run bank. HV SHW ABMABM

Customers won't face any disruption post Allahabad Bank merger: Indian Bank

MUMBAI: <keyword id="6355629" type="CITY" weightage="20" keywordseo="Google">Google</keyword> has set the placement season at top non-IIT engineering colleges off to a rocking start, offering $2,35,000 (Rs 1.44 crore) to BITS-Pilani students who make the cut for international vacancies, according to campus sources involved in the process. <keyword id="10387" type="CITY" weightage="20" keywordseo="Microsoft">Microsoft</keyword> is offering Rs 79.51 lakh for jobs at its Redmond headquarters. 
 Last year, Google and Microsoft had offered top salaries of Rs 68.34 lakh and Rs 60 lakh, respectively. Reflecting upbeat business sentiment, aggressive recruiters including <keyword id="18635" type="CITY" weightage="20" keywordseo="Amazon">Amazon</keyword>, eBay, Flipkart, Schlumberger and lesser-known startups such as CodeNation have hiked pay packets by up to 25 per cent compared with the previous year, mostly for domestic jobs. 
 
They are also stepping up hiring in a big way. “There has been more than 40 per cent growth in the number of recruiters this year and the Goa campus has seen a 100 per cent increase,” said G Balasubramanian, chief placement officer at BITS-Pilani University. 
 
The college has 4 campuses across Pilani, Goa, Hyderabad and Dubai. “Salary packages have gone up by an average of 20 per cent at several companies,” said Samuel Rajkumar, deputy director (placements), VIT University. 
 
Placements at the non-IIT campuses are a precursor to campus hiring at IITs, which kick off in December. Early indications at these institutes suggest that happy days are here again for the job market. 
 Epic Systems with a $1,08,300 (Rs 66.4 lakh) offer and Schlumberger with $1,05,000 (Rs 64.4 lakh) are the other top paymasters soon to arrive on campus during the placement season. According to campus sources, <keyword id="6361649" type="CITY" weightage="20" keywordseo="Goldman-Sachs">Goldman Sachs</keyword> paid Rs 13 lakh this year for roles in the technological division compared with Rs 11 lakh last year. 
 
 
 
 
For strategy roles, Goldman Sachs has paid up to Rs 35 lakh this year at certain campuses. Amazon has offered Rs 25 lakh to three students of Motilal Nehru National Institute of Technology (MNNIT), Allahabad, and NIT-Calicut. 
 At NIT-Warangal and NITK-Surathkal, the offers were for Rs 18 lakh. This is for domestic jobs. Rival Flipkart is offering Rs 15 lakh plus benefits across campuses and its subsidiary <keyword id="319719" type="COMPANY" weightage="20" keywordseo="Myntra">Myntra</keyword> is picking up students for a similar amount but through a separate process. 
 AT NITK-Surathkal, Flipkart has been given the ‘dream company’ status along with <keyword id="28120" type="CITY" weightage="20" keywordseo="Linkedin">LinkedIn</keyword>, Morgan Stanley and Goldman Sachs. All students can sit for interviews at these firms even if they have other offers. 
 
Even lesser-known startups are waging a fierce war for engineering talent. Code-Nation — which develops high-quality enterprise software — is offering Rs 24 lakh across campuses, substantially more than Flipkart. It has hired from NIT-Warangal, VIT-University and will visit NITK-Surathkal in the next few days. It is looking to hire 35-40 students overall, the company has said on its official website. As always, Esops are also in play. 
 
LinkedIn is offering stock options worth $40,000 and a Rs 1.3 lakh bonus over and above a Rs 13 lakh salary. “Our placements started around 10 days ago. Around 50-60 offers have been made by 15-odd companies so far, not including PPOs,” Sumit Mishra, placement coordinator, MNNIT-Allahabad. The college has 800 students. Placements will go on for a few more months.

Big Salaries Make A Comeback For Engineering Grads; Google, Microsoft Offer Crore-Plus Pay Packets

IIT Roorkee announced the JEE Advanced result today on 14 June 2019. Maharashtra’s <keyword id="7757730" type="UNKNOWN" weightage="20" keywordseo="kartikeya-gupta">Kartikeya Gupta</keyword> topped JEE advanced exam 2019 scoring 346 marks out of 360. Gupta, who is a student from Allen Institute Kota scored 93.7% in class 12th examination and plans to take up computer science at IIT Mumbai. His father is working in the paper industry as a General Manager. On being asked about his secret to success, Gupta told <a href="https://zeenews.india.com/india/maharashtras-kartikeya-gupta-tops-jee-advanced-exam-allahabads-himanshu-singh-2nd-delhis-archit-bubna-3rd-2211477.html">ZEE Business</a> that he used to focus on the entrance study for nearly four to six hours a day. He also noted that daily revision and relaxation of mind is important for better results. Among the toppers is Himanshu Singh from Allahabad and Archit Bubna of New Delhi who secured second and third rank, respectively, in the JEE Advanced examination 2019. Last year, Pranav Goyal from Chandigarh topped the JEE Advanced examination, scoring 337 marks. The JEE examination was conducted on 27 May 2019. The students can access the results on the university’s official website jeeadv.ac.in.

Who is Kartikeya Gupta, the all India JEE advanced topper for 2019

E-commerce companies, especially start-ups are going to find it difficult to hire engineering graduates from leading Indian institutes, since the placement teams at these institutes have decided to go strict after some start-ups failed to deliver on the offers they had made in last placement seasons. 
 
Placement teams at institutes, like Birla Institute of Technology &amp; Science (BITS) Pilani University and Delhi Technological University (DTU) told ET that for the coming placement seasons, they would be turning extra vigilant and introduce stringent background checks on companies from e-commerce sector. Till last season, these companies were the most sought-after recruiters, thanks to their loaded pockets and the surging start-up wave in the country. 
 
Also read: <a href="http://www.businessinsider.in/Here-are-the-3-exact-ways-to-prepare-students-for-placement-interviews/articleshow/52122413.cms">Here are the 3 exact ways to prepare students for placement interviews</a> 
 
National Institute of Technology (NIT), Surathkal, NIT-Trichy and Motilal Nehru National Institute of Technology (MNNIT), Allahabad are also pursuing similar strategies for their ongoing and upcoming placements. 
 
"Barring some big names such as Amazon and Paytm, e-commerce companies will have difficulty attracting the best students this year," said a professor in charge of placements at a top NIT on the condition of anonymity. 
 
Last season, as many as 42 students from BITS Pilani, got their offers from start-ups like <a href="http://www.businessinsider.in/Flipkart-calls-deferring-joining-dates-of-campus-recruits-a-tough-decision-but-necessary/articleshow/52437180.cms">Flipkart</a> and Grofers deferred or revoked. Taking a lesson from that, the placement team has, this time, allowed only five to six recruiters from e-commerce and start-up sector to hire their students from the campus. 
 
Also read: <a href="http://www.businessinsider.in/Read-the-Curt-email-IIM-A-sent-Flipkart-about-bad-hiring-policies/articleshow/52431557.cms">Read the Curt email IIM-A sent Flipkart about bad hiring policies</a> 
 
G Balasubramanian, chief placement officer (India and Dubai) at BITS Pilani, said that the institute will now ask new recruiters in said sectors to sign an agreement that states that they are liable to pay six months' compensation along with an experience certificate in case they revoke a job offer. 
 
Also read: <a href="http://www.businessinsider.in/Heres-why-B-school-students-ultimately-opt-for-FMCG-companies-over-startups-during-placement-season/articleshow/51059112.cms">Here's why B-school students ultimately opt for FMCG companies over startups during placement season</a> 
 
NO STARTUPS AT DTU THIS MTH 
Delhi Technological University, which started its placement season a few days ago, has decided that no start-ups would be invited for the entire first month of the season. They have only allowed one e-commerce company, Amazon, to attend the placement season. Other e-commerce companies and start-ups could be allowed to attend placements much later, in the second phase of the placements. 
 
Also read: ​ <a href="http://www.businessinsider.in/Start-ups-low-on-cash-say-no-to-hiring-big/articleshow/52431765.cms">Start-ups are low on cash, and talent acquisition is set to suffer a major deal because of this</a> 
 
<a href="http://economictimes.indiatimes.com/photo/51334995.cms">Image source</a>

Hiring engineers for your start-ups is not going to be easy

Last week’s eviction of the <keyword id="14666" type="ORGANIZATION" weightage="100" keywordseo="BJP">BJP</keyword>’s trimurti – <keyword id="47100" type="PERSON" weightage="100" keywordseo="Atal-Bihari-Vajpayee">Atal Bihari Vajpayee</keyword>, <keyword id="58476" type="PERSON" weightage="100" keywordseo="Murli-Manohar-Joshi">Murli Manohar Joshi</keyword> and <keyword id="50272" type="PERSON" weightage="100" keywordseo="Lal-Krishna-Advani">Lal Krishna Advani</keyword> – from the party’s parliamentary board marked the final nail in the coffin of their political career. Their exit means an end of an era, which should have been more graceful and dignified. Instead of sacking them from the membership of the parliamentary board, they should have been allowed to fade away or kept as ‘honorary members.’ 
 Leaders from the opposition have started taking a dig at this decision. Recently, Congress leader and former Cabinet minister Manish Tewari said that this recent development clearly indicates that the “process of complete centralisation of power in one hand.” Another Congress leader Rashid Alvi said, “The <keyword id="2490292" type="UNKNOWN" weightage="100" keywordseo="Margdarshak-Mandal">Margdarshak Mandal</keyword> is a ‘mookdarshak mandal.’ It is like an old-age home from where Advani and Joshi will witness the functioning of the BJP like mutes.” 
 
Former Prime Minister Atal Bihari Vajpayee, LK Advani and MM Joshi were the pivots around which the party was built. Their role in building the BJP is unquestionable. They helped propel the party, from an insignificant political player with just two Lok Sabha MPs in the 1984 elections, to the single-largest party in 1996. 
 
Vajpayee, often referred to as the Bheeshm Pitamah of Indian politics, was the founder president of the party, and Advani and Joshi were general secretaries. Vajpayee was the party’s chief orator, statesman, and the most acceptable and respectable face of the party. 
 
Advani was the organiser and charioteer, who organised movements to propagate BJP’s core ideology of Hindutva. His Rath Yatra from Somnath to Ayodhya was crucial in building the Ram Temple movement and helped BJP form a government in the country’s largest state of Uttar Pradesh, thereby bringing the party into the mainstream politics. Advani was also a talent-spotter. He nurtured a pool of second-rung leaders, which ironically included Modi, besides Arun Jaitley, Sushma Swaraj, Ananth Kumar and others. 
 Joshi, a PhD in Spectroscopy from <keyword id="6364092" type="ORGANIZATION" weightage="80" keywordseo="Allahabad-University">Allahabad University</keyword>, was the intellectual face of the party. He was the key man behind the process of manifesto preparation and policy formulation of the party. 
 Alongside the rise in the stature of Prime Minister <keyword id="6354477" type="PERSON" weightage="100" keywordseo="Narendra-Modi">Narendra Modi</keyword>, there has been a steady and parallel decline in the fortunes of party stalwarts MM Joshi and LK Advani. Unlike Vajpayee, who is ailing, both the leaders are still fit and active politicians whose vast political experience and acumen could have been used by the party. However, their eviction from the parliamentary board – the party’s highest decision-making body – can only be attributed to Modi’s attempt at complete centralisation of power and further strengthen his stranglehold on the party by undermining the leaders taller than him. 
 On the contrary, other political parties are giving their seniors due respect. For instance, the Communist Party of India (Marxist) continued with veteran leader <keyword id="2502752" type="UNKNOWN" weightage="100" keywordseo="Harkishan-Singh-Surjit">Harkishan Singh Surjit</keyword> as the party’s general secretary till 2005 and the party came up with its best ever performance so far by winning 43 seats. He was also a member of the party's Politburo till 2008, when he died at the age of 92. Even in the Congress, where many leaders complain of being sidelined to give way to Rahul Gandhi, <keyword id="219946" type="PERSON" weightage="100" keywordseo="Motilal-Vora">Motilal Vora</keyword> (86) is still the party’s treasurer and also a member of the Congress Working Committee. 
 
It is sad to see that the BJP, which talks about Hindutva, seems to have forgotten that giving due respect to elders is the essence of the Hindu culture and the Hindu society reposes great faith in the wisdom of elders.

BJP’s Founding Forefathers Reduced To ‘Mookdarshak’

<h1>
	<a href="http://www.youtube.com/watch?v=q4p9RD-Fm8c" target="_blank"></a></h1>
 The brand universally synonymous with happiness, <keyword id="6391475" type="CITY" weightage="80" keywordseo="Coca-Cola">Coca-Cola</keyword>, gives a refreshing new twist to 'Open Happiness' and urges consumers to revel in the joys of life, big and small. The latest campaign, 'Chhoti ho ya badi, har khushi mein Coca-Cola', features new brand ambassadors Deepika Padukone and <keyword id="5015" type="PERSON" weightage="40" keywordseo="Farhan-Akhtar">Farhan Akhtar</keyword>. As an extension of Coke's earlier 'Open Happiness' campaign, this one also looks at finding the smaller joys of life.

	Conceptualised by McCann Erickson, the campaign finds Deepika and Farhan interacting in everyday situations. Based in a rural environment, the company hopes that the campaign will resonate with the masses and place Coca-Cola firmly as the fastest growing soft drink brand.
 Debabrata Mukherjee, VP - Marketing &amp; Commercial, <keyword id="6385848" type="COMPANY" weightage="80" keywordseo="Coca-Cola-India">Coca-Cola India</keyword>, said, "Coca-Cola is a brand that stands for optimism and happiness. With our new campaign, 'Chhoti ho ya badi, har khushi mein Coca-Cola', we have translated the brand's happy energy into a series of commercials which capture the essence of finding moments of joy in our day-to-day lives. The language is very colloquial, the situations are everyday, so that every consumer in India can relate to it and feel happy about the celebratory situations. The message is very simple - celebrate your moments of happiness, small or big, with a bottle of Coca-Cola."

	Mukherjee added, "We are very happy to have both Farhan Akhtar and Deepika Padukone join the Coca-Cola family. Our communication for Coca-Cola this year focuses on reaching the masses and both Deepika and Farhan slipped into the roles of 'everyday people' with great ease. They are great role models and very inspirational for millions across the country."

	<a href="http://www.bestmediainfo.com/wp-content/uploads/2014/03/coke-logo.jpg"></a>The campaign opens with Deepika Padukone missing the bus to her college. She is visibly angry since she thinks if she misses her exam she would be married off and would have to be in the kitchen all the time. Farhan Akhtar, who has been listening to the conversation between Deepika and her friend, takes a sip of Coke and quickly jumps into action. He takes his rickshaw and asks her to hop in. As they overtake the bus while enjoying the ride, the Coke song plays. He drops Deepika at the college gate and tells her that whatever he does, he won't make her stay in the kitchen all the time. The TVC ends with the voiceover declaring: "Khushi chhoti ho ya badi, har khushi mein Coca-Cola" (Be it a small or big happiness, for every happiness there is a Coca-Cola).
 Scripted by Prasoon Joshi, CEO and Chief Creative Officer, McCann Worldgroup India, the campaign has been produced by Guneet Monga's <keyword id="2096886" type="UNKNOWN" weightage="40" keywordseo="Golden-Gaddi-Films">Golden Gaddi Films</keyword> and directed by acclaimed director Anurag Kashyap. The music of the campaign has been created by <keyword id="718705" type="UNKNOWN" weightage="40" keywordseo="Mikey-McCleary">Mikey McCleary</keyword> and Vishal Khurana.

	The campaign will be extended to OOH, digital, behind the label promotion, point of sale merchandise and on-ground initiatives for various key markets.

	Joshi said, "The concept of happiness is universal, and the joy that one look or a smile from that special someone invokes is universal and not constrained by demographics. Similarly, Coca-Cola delivers the promise of happiness universally; whether you are in a small town or a metropolitan city, you can celebrate the little joys of life with a refreshing bottle of Coca-Cola. It's this thought that served as the inspiration for this campaign. We have Farhan Akhtar and Deepika Padukone, two young and highly successful actors who have captured the imagination of the whole country, essaying characters that you and I could bump into on the streets of Chandigarh or Allahabad or any other city."

	Anurag Kashyap, who has directed the campaign, said, "The campaign pays ode to the ethos of brand Coca-Cola of celebrating moments of joy, no matter how big or small. I loved the concept of putting the cosmopolitan and glamorous Deepika and Farhan in extremely rustic scenarios that appeal to masses. The campaign is very fun, happy and bubbly, just like the effervescence unique to Coca-Cola."

	Newly appointed Coca-Cola brand ambassador Deepika Padukone commented, "When I think of brand Coca-Cola the feeling of optimism and joy immediately resonates. I have been a huge fan of Coca-Cola, one of the most aspirational and iconic brands in the world and I am glad to have finally got the opportunity to be associated with it. I have thoroughly enjoyed this experience and working with Farhan, Prasoon, Anurag and the entire team at Coca-Cola has been absolutely incredible. The beauty of brand Coca-Cola is the fact that it stands for values, which are very simple yet very powerful."
 <keyword id="28751" type="UNKNOWN" weightage="80" keywordseo="Farhan-Akthar">Farhan Akthar</keyword> added, "What stands out about brand Coca-Cola is its universal appeal. No matter where in the world you are, Coca-Cola is synonymous with celebration and joy. I am extremely excited to partner with Coca-Cola and to bring this joy to millions of consumers across the country. The entire team behind this campaign has made the experience tremendously enriching for me. I had a wonderful time shooting for the campaign which has given me an opportunity to portray a distinctly new character."

	The TVC: 
 
 



	Credits:

	Client: Coca-Cola India

	Agency: McCann Ericksson

	Creative Team: Prasoon Joshi, Pradyumna Chauhan - NCD

	Account Management: Alok Lall, Sarthak Sharma, Onkar Chand

	Account Planning: Jitender Dabas, Vibha Gupta

	Production House: Golden Gaddi

	Director (film): Anurag Kashyap

	Music: Mikey McCleary and Vishal Khurana
 
Courtesy: <a href="http://bestmediainfo.com" onclick="window.open(this.href, '', 'resizable=no,status=no,location=no,toolbar=no,menubar=no,fullscreen=no,scrollbars=no,dependent=no'); return false;">Bestmediainfo</a>

Coca-Cola Unveils New 'Happiness' Campaign That Celebrates Life's Joys, Big Or Small

Union <keyword id="6355261" type="POSITION" weightage="100" keywordseo="Finance-minister">Finance Minister</keyword> <keyword id="42575" type="PERSON" weightage="100" keywordseo="Arun-Jaitley">Arun Jaitley</keyword> presented his first budget today. He started his budget speech with a reality check amid high expectations by saying no miracle should be expected in the very first budget and he expected growth to rise to 7-8% over three to four years. He also said that achche din will definitely come but it will not happen overnight and will take some time. 
 During his budget speech, Jaitley asked Speaker <keyword id="6354934" type="PERSON" weightage="100" keywordseo="Sumitra-Mahajan">Sumitra Mahajan</keyword> for a five-minute break, which was granted. It was perhaps for the first time that a finance minister asked for a break while presenting the budget. Later, he complained of breathlessness when he resumed his speech and was asked by the Speaker to deliver the speech sitting down. 
 
Jaitley said the people below poverty line want to raise themselves above it. While higher growth is important, we cannot ignore the fact that the poor suffer the most. Emphasising on poverty alleviation, he said slum development would be included in corporate social responsibility (CSR) activities. 
 
Here are the key points of his maiden budget speech: 
 
· No changes in tax rates for individuals · Personal <keyword id="6354751" type="COMPANY" weightage="100" keywordseo="Income-Tax">income tax</keyword> limit increased by Rs 50,000 for people below 60 years 
· Tax exemption limit for small and marginal, and senior tax payers changed from Rs 2 lakh to Rs 2.5 lakh 
· Investment limit under 80C raised from Rs 1 lakh to Rs 1.5 lakh 
· Rs 100 crore for modernisation of madrasas 
· Development of Metro rails in PPP mode; Rs 100 crore set aside for Metro scheme in Ahmedabad and Lucknow 
· Rs 500 crore for digital India programme to ensure broadband connectivity at village level, transparency in governance · Govt proposes to set up five new IIMs, four new <keyword id="40458" type="COMPANY" weightage="100" keywordseo="AIIMS">AIIMS</keyword> and five new IITs 
· Jaitley announces 'Beti padhao, beti badhao yojana', sets aside Rs 100 crore for this 
· 15 new Brail presses to be established and revival of 10 existing announced 
· Rs 200 crore set aside to support Gujarat govt in the Sardar Patel statue installtion: Jaitley 
· Sanitation: Government intends to cover every household in the country by 2019 
· Govt to provide finance to five lakh landless farmers through NABARD 
· Rs 100 crore set aside for Kisan Television to provide real time information on various farming and agriculture issues 
· Trade facilitation centre to promote handloom work in Varanasi 
· New airports to be developed through PPP mode in tier-II and tier-III cities 
· Rs 4200 crore set aside for 'Jal Marg Vikas' project on river Ganga connecting Allahabad to Haldia, over a distance of 1620km 
· Retrospective tax amendment to be undertaken with extreme caution 
· Rs 3600cr set aside for National Rural Drinking Water 
· Rs 2.29 lakh crore allocated for defence sector 
· Hope to implement goods and service tax this year 
· Annual PPF ceiling to be raised to Rs 1.5 lakh, from Rs 1 lakh · FM announces '<keyword id="2412683" type="UNKNOWN" weightage="100" keywordseo="Namami-Ganga">Namami Ganga'</keyword> - an integrated Ganga Development Project; Rs 2037 crore set aside for this 
· Sports university to be set up in Manipur, Rs 100 crore to be provided for this 
· FDI in insurance to be hiked to 49%

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