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<ul><li>In our fourth episode of The Influencer Adda, we speak to our favourite Punjabi Kudi on social media, Ruhee Dosani.</li><li>Year 2020 was tough for all of us, but thankfully, we had the extremely talented Ruhee who put a smile on our faces and made us all groove with her dance videos.</li><li>We caught up with her to understand the importance of manifesting positivity as a content creator who has an influence on millions of people, got her to sing her favourite song, and a lot more.</li></ul>Ruhee Dosani, a digital content creator, has won the brandverse over with her adorable performances on Nirma, Badshah Masala, Hello Hunny Bunny and every video that she puts out. She has helped bring out our inner-desi that we have been suppressing and made us feel proud of our culture, all through her <keyword id="8322765" type="UNKNOWN" weightage="20" keywordseo="instagram-reels">Instagram reels</keyword>. We reached out to Ruhee to find out more about her first video, the process that goes behind making her videsi friends lip sync and groove to Bollywood numbers, the pressure of constantly creating content and we even got to witness an unseen side of her. (Ruhee can also sing and oh boy, doesn't she sound like a nightingale). <div type="Video" msid="81499385" hostid="261" title="Ruhee Dosani on her journey and love for content creation" dataSource="BUSINESSINSIDER" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=81499385"></div> Ruhee did not plan to become a content creator. She just wanted to capture her videsi friends, who were her co-workers, enjoying Bollywood songs as much as she does. They would use their break time in the office to dance on desi songs. Till today, whenever they meet, they break into a dance randomly and even celebrate Indian festivals. Taking us back to the day when Ruhee was first discovered by Diljeet Dosanjh, she recalls, “I play Bollywood music a lot, when I am driving or sitting idle and they (friends) started grooving to it. That’s how it started. We just started grooving, that’s all. My first video that went viral was because of Diljeet Dosanjh. That’s when I realised that I like the recognition. I found myself feeling greedy for more love from the audience and I wanted to make them smile and laugh through my videos, especially after going through such a crazy year! The second video that went viral was Biggini shoot.” Ruhee has been brought up in a family that is extremely fond of music. When she was younger, she would tag along with her mother and sing in Gurudwaras. She can even break into a dance on a sad song. She is particularly fond of old Bollywood music. “When I listen to a sad song, I focus on the beats. It all depends on what you choose to focus on. Growing up in Mumbai, I celebrated different religious festivals and everything is so much brighter during festivals. I would participate in college festivals, annual functions. I was even awarded for having the best facial expressions once and that made me really happy. A lot of my friends in Mumbai are Deejays and music is just my stress buster,” shares Ruhee. She likes to keep her content creation process simple. She doesn’t sit down to look for a song. She lets the song come to her and once it does, even the snowfall hasn’t stopped her from making videos. She started her brand journey with Netflix India, directly shooting for the stars. Since then, she has worked with quite a unique set of brands such as Nirma, Badshah Masala, Sony, to name a few. She has kept her screening process for brands simple, too (just relies on aakad, bakkad, bame, bo: jokes Ruhee). She goes for what she resonates with. “I can’t work with a beauty brand or makeup brand. I can’t do ‘Take Care’ Garnier ads just because I have long hair, that’s not me. I know I am not good at it. If a brand approaches me, I discuss with my friends. If they also think it is different and goes with my persona, I do it,” says Ruhee on her screening process. Her advice to those who aim to become a social media content creator is to follow their hearts and ‘Just Do It!’ She says, “If you are thinking about becoming a content creator, you are already a step ahead. I never thought of becoming one. If you have a vision, never give up. Do whatever you aim for and just be you. Don’t put out content that is not you and don’t put out content that spreads hatred. Be consistent and don’t quit. My mother once asked me how I would react if I didn’t get a single like? That reminded me that I should focus on myself. Don’t do it for attention, do it for you. Just that one video to get recognition and your journey starts.” <div type="Article" hostid="261" msid="80651289" title="I was happy even with 5,000 views: Ashish Chanchlani on becoming the second-most subscribed YouTuber in India" mstype="2" mssubtype="0"></div> <div type="Article" hostid="261" msid="80154947" title="I still can’t believe I am an influencer, machan: Niharika NM on crossing one million followers" mstype="2" mssubtype="0"></div>

Ruhee Dosani on finding her love for music, dance and content creation

Demand trajectory across urban and rural markets in India has shown a "slight improvement" sequentially in the March quarter, although it falls short of a full recover, FMCG major Dabur said. Despite near-term consumption pressure, some "green shoots" are emerging such as moderating inflation, improving consumer confidence and increase in government spending. "While urban markets have returned to positive volume growth, rural markets still remain muted," said Dabur in its latest quarter updates. The company expects a "mid-single digit revenue growth" for the January-March quarter in such a scenario. Its F&amp;B business continues to trend at robust levels and will report strong double-digit growth, while healthcare portfolio is expected to be in a positive growth trajectory, it added. Home &amp; Personal Care (HPC) will report low single-digit revenue growth on account of a slowdown in the personal care categories. "Our brands continued to record gain in market shares in most of the segments," it said. March quarter also marks the consolidation of Badshah Masala, a business which it acquired. It is in the process of being integrated and is tracking as per expectations. Over international sales, Dabur said it expects "high single-digit growth" in constant currency. "However, due to currency headwinds in Egypt and Turkey, the reported growth in INR will be impacted. While there are short-term pressures, we are restructuring our distribution network in key markets and increasing investments behind our brands which will benefit us in the long term," it said. "Overall, Dabur's consolidated revenue is expected to report mid-single digit growth during the quarter," it said. During the quarter inflation continued to cool off for most of our commodities. "India gross margins are expected to show an improvement, but Consolidated gross margin will be impacted mainly due to currency headwinds in International Business. We have also strategically increased our spending behind our brands, leading to short-term pressure on the operating margin, which is expected to be lower by around 200-250 bps as compared to Q4 FY22," it said. While the environment has been challenging, the fundamentals of the business continue to be resilient. "We will continue to invest strongly behind Power Brands, Innovation, Distribution expansion and a robust back end which will enable us to increase our market shares and achieve profitable and sustainable growth," it said. This quarter update will be followed by detailed financial results and earnings presentation once the Board of Directors of the Company approves the consolidated and standalone financial results. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/finance/news/monetary-policy-impact-rbis-pause-to-support-real-estate-demand-particularly-affordable-segment/articleshow/99290486.cms">Monetary Policy Impact: RBI’s pause to support real estate demand - particularly affordable segment</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/finance/news/rbi-revises-indias-fy24-growth-outlook-expects-softer-inflation-on-the-back-of-lower-commodity-prices/articleshow/99290005.cms">RBI revises India’s FY24 growth outlook, expects softer inflation on the back of lower commodity prices</a>

Demand trajectory slightly improves sequentially in March qtr, green shoots emerge, says Dabur

<ul><li>The king of romance and hearts got his first endorsement deal in 1988 with Liberty Shoes. Since then, his brand image has grown leaps and bounds. </li><li>As Shahrukh Khan turns 55 today, we look back at some of his old ads that'll forever be our favourites.</li></ul>The badshah of Bollywood, Shahrukh Khan, turns 55 today. He has won many hearts for his romantic movies and the superstar has also been the brands’ favourite since the 90s. Over the years, he has worked with brands across categories ranging from sports to cola to pan masala. His strong charismatic personality, knack for romance and modest journey from New Delhi to becoming the biggest star in the Bollywood industry, makes him one of the most recalled personalities in the endorsement world. SRK started his brand journey with Liberty Shoes in 1988 and went on to represent brands like Pepsi, LML, Nokia, Dish TV, D’Decor, LUX, Big Basket, BYJU’S. <div type="Youtube" id="1B_FqMJupn4" title="SRK's First Commercial with Liberty Shoes - 1989" thumbUrl="https://i.ytimg.com/vi/1B_FqMJupn4/mqdefault.jpg"></div> According to Duff &amp; Phelps ‘Celebrity Brand Valuation Study 2019’, Shahrukh Khan’s Brand value stood at $66.1 million and he was ranked fifth in 2018 and 2019. He has also grown leaps and bounds on social media. As per Duff &amp; Phelps report, he saw a 27.3% growth CAGR in his social media (Facebook, Twitter and Instagram) following from 2017 to 2019. Today, he has 41.2 million followers on Twitter and 22.9 million followers on Instagram. According to a TAM report that provides a ranking of top 10 celebrities in brand endorsements space in the period of Jan-Jun’20, SRK added 3% share of ad volume on TV with an average visibility of 4 hours per day across all TV channels. While he hasn’t been seen on the big screen since Zero in 2018, he will be evergreen in the brandverse. His journey will always continue to inspire budding actors and all millennials. He was not born with a silver spoon but he worked hard to earn the love and respect he gets today. He stands for leadership, romance, determination, empathy, power and yet, has an approachable image. Despite slipping on the top celebrities list, SRK still draws a hefty paychecks. As per media reports, he charges Rs 3.5 to 4 crore per day for an ad shoot. So, on his 55th birthday, we look back at some of his old ads and his legacy that was created over the years: Pepsi <div type="Youtube" id="mU_PXZK7i-w" title="Oye Bubbly Full Version" thumbUrl="https://i.ytimg.com/vi/mU_PXZK7i-w/mqdefault.jpg"></div> Frooti <div type="Youtube" id="yVI7JelAzPc" title="Frooti Ad 2013: Shahrukh Khan" thumbUrl="https://i.ytimg.com/vi/yVI7JelAzPc/mqdefault.jpg"></div> LUX <div type="Youtube" id="ZFFHjQxHLTA" title="lux ad - SRK" thumbUrl="https://i.ytimg.com/vi/ZFFHjQxHLTA/mqdefault.jpg"></div> DishTV <div type="Youtube" id="L9p0zoY0GP4" title="DishTV-Life Masala Maar Ke" thumbUrl="https://i.ytimg.com/vi/L9p0zoY0GP4/mqdefault.jpg"></div> BYJU’S <div type="Youtube" id="J0eAlEIWZok" title="BYJU'S Classes New Full HD Ad Advertise Of SRK Shah Rukh Khan For IPL Season 2020" thumbUrl="https://i.ytimg.com/vi/J0eAlEIWZok/mqdefault.jpg"></div> Big Basket <div type="Youtube" id="AHP-KsAqggQ" title="Big Basket - The Skeptic" thumbUrl="https://i.ytimg.com/vi/AHP-KsAqggQ/mqdefault.jpg"></div> Hyundai <div type="Youtube" id="Xg8bFlt4KzU" title="Haq Hai Humara ( Official Video ) | Shah Rukh Khan | Vishal Mishra | Manoj Muntashir" thumbUrl="https://i.ytimg.com/vi/Xg8bFlt4KzU/mqdefault.jpg"></div> Denver <div type="Youtube" id="9dLSFqxG0UA" title="Shah Rukh Khan was not born with a silver spoon, He earned it!" thumbUrl="https://i.ytimg.com/vi/9dLSFqxG0UA/mqdefault.jpg"></div> D’décor <div type="Youtube" id="EjK6SEui7uY" title="Best D'Decor Commercials ft. Shahrukh khan &amp; Gauri Khan" thumbUrl="https://i.ytimg.com/vi/EjK6SEui7uY/mqdefault.jpg"></div> Airtel <div type="Youtube" id="HhN30S-EwcI" title="Airtel- A Shah Rukh Khan Advertisement" thumbUrl="https://i.ytimg.com/vi/HhN30S-EwcI/mqdefault.jpg"></div> Royal Stag <div type="Youtube" id="cqIU86Uuzpw" title="Royal Stag ft. Shah Rukh Khan" thumbUrl="https://i.ytimg.com/vi/cqIU86Uuzpw/mqdefault.jpg"></div> Sunfeast <div type="Youtube" id="h6rdjqJ8z5M" title="Shah Rukh Khan - Sunfeast Advertising (old)" thumbUrl="https://i.ytimg.com/vi/h6rdjqJ8z5M/mqdefault.jpg"></div> Pan Vilas <div type="Youtube" id="J6LAN-gTaFY" title="Pan Vilas - Shahrukh Khan says #AurKareebAaJao TVC (30sec)" thumbUrl="https://i.ytimg.com/vi/J6LAN-gTaFY/mqdefault.jpg"></div>

Why Shahrukh Khan will always be the king of brandverse

<ul><li>Over the years, jingles have proven to be effective for brands in helping them differentiate themselves and create a unique identity.</li><li>However, we haven’t heard too many jingles lately. Much to our delight, a Genie has finally heard our prayers and granted our wish.</li><li>There’s a new jingle in town that the internet is humming to. It is <keyword id="9167642" type="General" weightage="20" keywordseo="swiggy-genie" source="Orion">Swiggy Genie</keyword>’s ‘<keyword id="12405659" type="General" weightage="20" keywordseo="genie-dekh-lega" source="Orion">Genie Dekh Lega</keyword>.’</li></ul>Remember those old, golden days when you would actually turn on your television’s volume during a commercial break to hear ‘Washing Powder Nirma’ or Badshah Masala’s jingle and your whole family would join in and hum along? Be it Lijjat Papad from the 90s or Idea’s Hunny Bunny from the early 2000s, jingles hold a special place in our hearts. They are still fresh in our memories like they were launched yesterday. Over the years, jingles have played a critical role in building a brand’s identity -- helping them stand apart from the crowd because jingles stick and leave a long-lasting impression on consumers’ minds. However, lately, we haven’t been hearing too many jingles in India. Granting our wish to revisit these old days, <keyword id="6358977" type="General" weightage="80" keywordseo="swiggy" source="Orion">Swiggy</keyword> Genie has come up with the new earworm, a jingle called ‘Genie dekh lega.’ <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> Conceptualised by Schbang, Swiggy has launched a new campaign that aims to position it as a brand that comes to its consumer’s rescue even at the eleventh hour. With a catchy jingle that will make a home in your mind, Swiggy reminds the audience that no matter how small the item is -- be it a lehenga or a charger or sending a Diwali gift to your loved ones -- it will deliver it to you or for you. Commenting on the release of the film, Rishabh Pande, Creative Lead at Schbang said, “When you land a brief from Swiggy India, you need to tell yourself as a creative to take the excitement down a notch and channel that energy to create work that takes creativity up a notch. This film isn’t memorable because it chose to explore humour, like all Swiggy ads, but because it chose to explore and own a category unlike any Swiggy ad we’ve seen before. That’s where the idea of this ear-worm was born and boy does it deliver.” Sneha John, Director, Marketing at Swiggy said, “Festivals like Diwali see a lot of consumers using Genie to run last minute errands for the home or to send sweets and homemade treats to family and friends. With this film, we want to showcase Genie as an always dependable service that comes to your aid for last minute Diwali shopping and party needs.” According to the Oxford Dictionary, a Genie is a spirit of Arabian folklore, as depicted traditionally imprisoned within a bottle or oil lamp, and capable of granting wishes when summoned. Swiggy has been focusing on establishing its delivery associates as superhumans of sorts, a genie, to be precise. It grants your wishes anytime you summon it and deliver to you in a jiffy -- as if appearing from thin air. Before the ‘Genie Dekh Lega’ advertisement, Swiggy ran a campaign called ‘Swiggy Genie’s got your back.’ It shows how Swiggy can share the load if you have got a lot on your plate and pick up your grocery for you. <div type="Youtube" id="Rqjyt2iTlMI" title="Tired of being a running Ranjith? Swiggy Genie's got your back!" thumbUrl="https://i.ytimg.com/vi/Rqjyt2iTlMI/mqdefault.jpg"></div> <div type="Youtube" id="8gEcscom18s" title="On the go all day? Swiggy Genie is here to help." thumbUrl="https://i.ytimg.com/vi/8gEcscom18s/mqdefault.jpg"></div> When the Indian Government announced the country's first lockdown last year in March 2020 and said that only essential service providers were allowed to function, Swiggy came up with the idea of launching Swiggy Genie. Whether it was flu medicine or healthy food, Genie has been helping end-users to make instant deliveries from one point to another. Client: Swiggy India Agency: Schbang Production House: Schbang Motion Pictures Head, Schbang Motion Pictures: Abhimanyu Balasubramanyam Director: Nilay Singh Cinematographer: Jay Charola Executive Producer: Raashi Priya Nahata Associate Producer: Rahul Rohra Music Composer - Kanishk Seth Chief Assistant Director: Sohil Kohli Line Producer - Durgesh Dadhich (OMG Productions) Production Manager - Lalit Sippy DA - Gaurav Ahuja 2nd AD: Rishabh Sharma Art Director: Prince and Team Costume Stylist: Vidhi Gurnani Hair and Makeup - Priti Pannu Vice President- Isha Amin Group Solutions Manager - Sanjana Jaikishin Rohera Creative Director - Aditya Mehendale Group Creative Manager- Tanaiya Saigal Creative Lead - Rishabh Pande Sr. Creative Strategist- Pearl Alex Account Lead- Mehernaz Mistry Sr. Solutions Strategist - Janya Sindhu Business Development Manager- Radhika Raheja Sr. BD Executive- Jinita Shah Creative Strategist- Simran Kumar, Rebecca D'silva Cast - Manoj Mathew, Shruti Puranic, Usha Palan, Vallabh Gada, Myra Shah Support Cast- Deven Patel, Devendra Ahirwal, Nihal Nischal, Gaurav Ahuja, Rishabh Pande, Rishabh Sharma, Prakhar Casting Director- Shubham Tiwari and Team Offline Editor - Vishnu Prasad Designer - Ayushi Bhawsar and Abhishek Shigwan Animation- Nitin Malekar Colourist- Christian Leivia Online- After Studio Sound Mix and Master - Kardam 1st AC- Kshitij Singh Gaffer- Rajesh Singh Focus Puller- Chandan Yadav Camera Equipment - Uni10 Media Works Pvt Ltd Light Equipment - Light World Storyboard - Akhilesh Catering - Nathmauli Spot Team - Noor Alam Sheikh and team Accounts - Suryakant Bondre, Prathamesh Patkar and Kailas Salunke Location- SS bunglow Location manager- Laxman Rathore and team Office Boy - Vaibhav Kamble

There’s a new jingle in town as Swiggy uses the power of music to connect with its audience and establish itself as a last-minute Genie coming to your rescue

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Ruhee Dosani on finding her love for music, dance and content creation

Karuna Sharma

Demand trajectory slightly improves sequentially in March qtr, green shoots emerge, says Dabur

PTI

Why Shahrukh Khan will always be the king of brandverse

Karuna Sharma

There’s a new jingle in town as Swiggy uses the power of music to connect with its audience and establish itself as a last-minute Genie coming to your rescue

Karuna Sharma

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