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<keyword id="31951" type="General" weightage="80" keywordseo="boman-irani" source="Orion">Boman Irani</keyword>'s digital debut series '<keyword id="695096" type="General" weightage="20" keywordseo="masoom" source="Orion">Masoom</keyword>' by Reliance Entertainment's Dreamers &amp; Doers Co. has been one of the top 10 most watched shows in <keyword id="3658" type="General" weightage="50" keywordseo="india" source="Orion">India</keyword> (January-June 2022). According to a recent Ormax Report, it has been seen by 16.4 million viewers. For the first two weeks after its premiere, the show ranked first across all platforms. It has received overwhelmingly positive reviews from both critics and audiences. Viewers have praised the debutant in the OTT space, <keyword id="21242" type="General" weightage="100" keywordseo="boman" source="Orion">Boman</keyword>, as well as Samara Tijori's maiden performance. The chemistry Boman developed with reel-life daughter (Samara) was particularly lauded. Boman said: "I believe in change and I think that change is the only thing that keeps me going, energised and happy. We don't know where or how it will go. Our focus is that our character and work should reach as many people as possible and it should be loved by all. "Having said that, I am excited for 'Masoom' because it was my first web series, which allows for more screen time. You can see the full-fledged journey of a character." The actor added: "The love that has come by for 'Masoom' is overwhelming. A lion's share of the credit for the series' success belongs to the writer <keyword id="14241345" type="General" weightage="50" keywordseo="satyam-tripathy" source="Orion">Satyam Tripathy</keyword>, director Mihir Desai, the show runner Gurmmeet Singh, the producer Namit Sharma and the great team that we had, including my co-actors Samara Tijori, Upasana Singh, <keyword id="14142794" type="General" weightage="50" keywordseo="veer-rajwant" source="Orion">Veer Rajwant</keyword> Singh, Manjari Fadnnis and Sarika Singh. We were on the same page of creativity; that's how everything aligned and a series like this happened!" Thrilled by the success of 'Masoom', Gurmmeet Singh said 'Masoom' is a truly special show. "The unique portrayal of secrets, intricacies and complexities in Indian families has made this show relatable to the audience," Singh said. "It was a memorable experience to make this show with a veteran like Boman Sir and the wonderful cast and crew. I'm elated by all the love the show has been getting from critics and the audience." Namit Sharma, CEO, Dreamers &amp; Doers Co., said: "We are delighted at the audience response to 'Masoom'. As the first series out of our new studio, it's been a dream debut. The love we've received for 'Masoom' will encourage us to do better work in the future." SEE ALSO : <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/sports/news/india-vs-west-indies-heres-the-entire-schedule-for-the-upcoming-odi-t20i-series/slidelist/93024475.cms">India vs West Indies: Here’s the entire schedule</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/news/travel-platform-reveals-that-thailand-indonesia-and-singapore-are-top-destinations-for-indians-this-summer/articleshow/93024690.cms">Travel platform reveals that Thailand, Indonesia, and Singapore are top destinations for Indians this summer</a>

Boman Irani-starrer 'Masoom' seen by 16.4 mn viewers; among India's top 10 shows

<ul><li><keyword id="122370" type="General" weightage="80" keywordseo="ambuja-cement" source="Orion">Ambuja Cement</keyword>'s <keyword id="356847" type="General" weightage="20" keywordseo="bhai-bhai" source="Orion">Bhai Bhai</keyword> ad has become iconic now, the line 'Bhaiya ye deewar toothti kyun nahi hai' is still fresh in our minds.</li><li>The brand is back again with another ad, with <keyword id="31951" type="General" weightage="20" keywordseo="boman-irani" source="Orion">Boman Irani</keyword> again as well as <keyword id="7924" type="General" weightage="20" keywordseo="vinay-pathak" source="Orion">Vinay Pathak</keyword>, to speak about the strength of Ambuja Cement walls.</li></ul>Remember Ambuja Cement's iconic 'Ye deewar toothti kyun nahi hai' ad which featured Boman Irani. The brand and the star are back again, in a slightly different avatar, but still trying and failing to break an Ambuja Cement wall. And this edition of the ad has Vinay Pathak adding to the star power too. <div type="Youtube" id="jpLM1sUXD4Y" title="Deewar 2 | Ambuja Cement" thumbUrl="https://i.ytimg.com/vi/jpLM1sUXD4Y/mqdefault.jpg"></div> With Boman Irani playing ‘Bapu’ with grown up sons this time, Ambuja is set to recreate the magic of its classic and much-loved - ‘Bhai-Bhai’ commercial with its sequel – ‘<keyword id="12086286" type="General" weightage="20" keywordseo="deewar-2" source="Orion">Deewar 2</keyword>’. The line ‘Bhaiya ye deewar tootati kyon nahin?!!” has become a part of popular culture, and with a new tale of quirk and humour coupled with strength, the brand is once again cementing its leadership position. Neeraj Akhoury, MD &amp; CEO, Ambuja Cements Limited, said, “With a legacy of over 35 years, Ambuja Cements takes pride in its brand philosophy that ‘strength of the cement lies in the strength of emotion’. This new commercial showcases our core brand promise of ‘Viraat Compressive Strength’, that an Ambuja wall will always be unbreakable.” As always, Ambuja Cement connects with small town India and narrates the story with a playful twist, one that connects with the heart, is entertaining and has an unexpected winner. The story of a hardworking man thwarted by hard times and his resorting to desperate means is filmed in an engaging way. ‘Deewar 2’ has been conceived as a 60 second and a 30 second film for TV and YouTube. The ad is being run with a big media push on mainline and regional TV channels along with a digital campaign. Ashish Prasad, Chief <keyword id="6354839" type="General" weightage="20" keywordseo="marketing" source="Orion">Marketing</keyword> Officer, Ambuja Cements Ltd. said, “A new Ambuja ad is always a challenge with the benchmark being set so high with ads like ‘Bhai-Bhai’, ‘Orphanage’ and ‘Khali’. One ad that has remained ever popular is ‘Bhai-Bhai’ which we have run time and again. Our conscious effort was to create a new story that amplifies the familiarity and fondness people have for Ambuja and its inimitable brand of humour.” Rajesh Saathi, Producer and Director, Keroscene Films, said, “This was a really fun script to bring to life. We had the advantage of great actors like Boman and Vinay, but it was also very demanding with the aging and time-lapse involved. What was particularly satisfying for us was the music, as the track reflects the ‘plot’ in the story, with the sound design having to work at multiple levels.”

Ambuja Cement and Boman Irani are back with another wall-breaking campaign

<ul><li>The campaign stands to break the cultural misperceptions around <keyword id="6357332" type="General" weightage="100" keywordseo="gaming" source="Orion">gaming</keyword>.</li><li>The short Film - centered in a futuristic world, brings the skills developed through gaming alive and shows that gamers are better humans.</li></ul>To empower and acknowledge the passion of Indian gamers, HP has launched ‘<keyword id="12341248" type="General" weightage="20" keywordseo="gamerkind" source="Orion">Gamerkind</keyword>, Humankind needs you’; its first campaign highlighting the OMEN portfolio. With this, HP intends to emphasize the life skills that gaming provides and celebrate gamers' passion for play while also challenging cultural stereotypes. <div type="Youtube" id="ZdkcPgUFBVo" title="Gamerkind, Humankind Needs You" thumbUrl="https://i.ytimg.com/vi/ZdkcPgUFBVo/mqdefault.jpg"></div> HP has also released its new short film titled ‘Better Human’ with <keyword id="31951" type="General" weightage="20" keywordseo="boman-irani" source="Orion">Boman Irani</keyword>. The film is focused at ‘center for better humaning’ – a futuristic center where gamers are shown developing skills through gaming. The protagonist of the film – Director of Center for better Humaning is played by popular Bollywood actor Boman Irani – a non-gamer, but a believer in gaming; who shows the skills that gamers develop through gaming - focus, multi-tasking, and reflexes etc. It also highlights that because of the skills, gamers make better humans and they are the ones who we need to help humanity reach the next level of progress. The gaming landscape in India has been growing in the last couple of years. However, gaming in India is seen more as a hobby, with Indian gamers downplaying their passion for gaming, largely due to societal factors. The HP India Gaming Landscape Report 2021 revealed the various roles gaming plays such as helping in skill development, multi-tasking, improving mental health and enhancing decision-making. According to the findings, over 90% of people agree to explore more gaming opportunities or work in the <keyword id="739806" type="General" weightage="20" keywordseo="gaming-industry" source="Orion">gaming industry</keyword>. In addition to this, over 92% respondents agreed that gaming helps relieve work / study pressure while reducing stress and inducing positive feelings. Prashant Jain, Chief Marketing Officer, HP India market said “Gaming enthusiasts have been stuck in the basement for far too long in India. This despite the research which time and again has proven that gaming helps develop skills like focus, multi-tasking, precision etc. OMEN is proud to champion gamers and acknowledge their passion towards this eSport. We want to trigger meaningful conversations around gaming and how it makes you better.”

HP launches a new campaign with Boman Irani to challenge cultural stereotypes around gaming

<ul><li>In line with the sentiment of the nation of resilience, the broadcaster launched its campaign #IndiaTaiyarHai that highlights the excitement and eagerness of viewers and fans.</li><li>Bringing the campaign to life, <keyword id="31951" type="PERSON" weightage="20" keywordseo="Boman-Irani">Boman Irani</keyword> plays an avid <keyword id="4169" type="COMPANY" weightage="20" keywordseo="Team-India">Team India</keyword> fan who is the general manager of the hotel where the England cricket team is put up.</li></ul>After almost a year, cricket finally returns to Indian soil as Team India faces <keyword id="10629986" type="UNKNOWN" weightage="20" keywordseo="world-champions-england">world champions England</keyword> in a two-month adventure that gets underway from February 05th, 2021. As India opens its doors to sporting events, <keyword id="421566" type="COMPANY" weightage="20" keywordseo="Star-Sports">Star Sports</keyword> aptly sets the tone for a great season of cricket ahead. In line with the sentiment of the nation of resilience, the broadcaster launched its campaign #IndiaTaiyarHai that highlights the excitement and eagerness of viewers and fans, waiting to welcome home their favourite cricket heroes. After a historic win against Australia at the Gabba, the nation celebrates as we get one step closer to winning the World Test Championship. The highly anticipated series that features 4 Tests, 5 T20Is, and 3 ODIs will bring together the two powerhouses of world cricket - India and England, with LIVE action on the <keyword id="6047352" type="COMPANY" weightage="20" keywordseo="Star-Sports-network">Star Sports Network</keyword> and Disney+ Hotstar VIP. <div type="Youtube" id="K5Cq1XVHqkU" title="Paytm India v England Test Series - India Taiyar Hai!" thumbUrl="https://i.ytimg.com/vi/K5Cq1XVHqkU/mqdefault.jpg"></div> Bringing the campaign to life, Boman Irani plays an avid Team India fan who is the general manager of the hotel where the England cricket team is put up. His excitement on the return of cricket to India echoes in the ballroom of the grand hotel, where he is addressing his staff. In the film, Boman Irani playfully tries to hassle the England cricketers during their stay in the competitive spirit of the game. Speaking about the #IndiaTaiyarHai campaign on Star Sports, Boman Irani said, “Cricket is coming back to India after a long gap and I can confidently say, that together as a country, we are ready for the most-awaited India vs England series. As a staunch Team India supporter, I enjoyed personifying the passion of every Indian cricket fan, with the Star Sports campaign #IndiaTaiyarHai. I think my enthusiasm and love for our Indian team is visible in the campaign film as well. With this, I am inviting all the millions of fans to cheer Team India along with me, as they lock horns with world champions, England. From Chennai to Ahmedabad and Pune, it’s time to paint the country blue with Star Sports.” “The campaign, ‘#IndiaTaiyarHai’, amplifies the joy and anticipation of passionate cricket fans, who're looking forward to international Cricket returning to India. England are world champions and one of the top test teams in the world, ideal opponents for this momentous occasion," said Sanjog Gupta, Head - Sports, Star India. “It's a fantastic calendar of Cricket on Star Sports starting with England tour of India which will kickstart bilateral Cricket for the year. We also look forward to broadcasting another season of IPL and the T20 World Cup. We have always taken pride in delivering innovative and compelling viewing experiences, so fans have a lot to look forward to,” he added.

After India's historic series win at Gabba, Boman Irani and Star Sports get ready to welcome England cricket team

<keyword id="6356028" type="COMPANY" weightage="20" keywordseo="sports">Sports</keyword> community platform Rooter on Monday said it has raised USD 1.7 million (about Rs 13 crore) in funding from Paytm, leAD Sports, Rockstud Capital and Founder Bank Capital. <keyword id="3851366" type="COMPANY" weightage="20" keywordseo="Anthill-Ventures">Anthill Ventures</keyword>, Venture Catalysts, and a few more current angel investors also participated in the pre-series A round, Rooter said in a statement. Rooter is also entering into a strategic partnership with Paytm First Games, where both companies will collaborate to grow the ecosystem of cricket, fantasy sports, e-sports and gaming creating seamless integration across gaming and content, it added. <div type="Article" hostid="261" msid="75526547" title="From BigBasket to Swiggy to Nobroker⁠— top ten Indian startups that raised money in April amidst the coronavirus crisis" mstype="2" mssubtype="0"></div> "The fresh round of funding will be used to grow Rooter's user base over the next one year and <keyword id="2264647" type="PERSON" weightage="20" keywordseo="capitalising">capitalising</keyword> on the company's upcoming e-sports and gaming content and communities. This will add a new dimension to the unique positioning of Rooter which already has a very high engagement around its sports content," the statement said. The new content strategy will also allow Rooter to launch user monetisation channels, in addition to current advertising monetisation, it added. Rooter was founded by Piyush and Dipesh Agarwal in 2016 to connect fans with each other, and build a community. The platform was largely built around live sports gaming during its early days before it pivoted to content in 2019. Currently, it comprises sports content developed by users and professionals with a user base of more than 8 million. Rooter was selected by leAD Sports Accelerator (an Adidas Family backed Fund) and later secured its first funding from the entity in 2019. Rooter has raised over a million dollars in funding so far through Venture Catalysts, Bollywood actor <keyword id="31951" type="PERSON" weightage="20" keywordseo="Boman-Irani">Boman Irani</keyword>, Anthill ventures, and other marquee investors. "We started Rooter with the objective of creating a sports fan community and we are glad our pivot to content has found a strong product-market fit. Our engagement metrics and user growth have been excellent in the last two quarters," Piyush, Founder and CEO of Rooter, said. <div type="Article" hostid="261" msid="75527010" title="Between US-China bickering and earnings bummer from RIL and HUL, Sensex has lost over 4% in first hour of trading" mstype="2" mssubtype="0"></div> <div type="Article" hostid="261" msid="75526401" title="Coronavirus cases in India inches towards 43,000 mark— with Maharashtra and Delhi seeing a continuous rise" mstype="2" mssubtype="0"></div>

Rooter raises $1.7 million led by Paytm, leAD Sports and others

An additional 6.4 crore <keyword id="41366" type="General" weightage="20" keywordseo="homes" source="Orion">homes</keyword> are required by 2036 because of growth in <keyword id="48933" type="General" weightage="20" keywordseo="population" source="Orion">population</keyword>, according to CREDAI-Liases Foras. Realtors' apex body CREDAI, in collaboration with data analytic firm Liases Foras, launched an industry report at the New India Summit held in Varanasi. The additional housing requirement by 2036 due to the population growth is 64 million in India," the joint report said. In 2018, the housing shortage in India was 29 million <keyword id="6362117" type="General" weightage="20" keywordseo="houses" source="Orion">houses</keyword>, it pointed out. "Therefore, the total estimated housing <keyword id="6358993" type="General" weightage="20" keywordseo="demand" source="Orion">demand</keyword> by 2036 in India is 93 million," CREDAI-Liases Foras report said. The report mentioned that it is widely expected that the next wave of <keyword id="6354553" type="General" weightage="20" keywordseo="real-estate" source="Orion">real estate</keyword> growth will stem from Tier II, III regions. Housing demand was strong last year, which also witnessed over 19,050 RERA registrations at Pan-India level with 45 per cent projects falling in the residential segment. Boman Irani, President, CREDAI, said, "The rapidly growing Indian population and economy has resulted in accelerated demand and <keyword id="46639" type="General" weightage="20" keywordseo="supply" source="Orion">supply</keyword> of homes, while also improving home buyers' purchasing power and inclining them to buy bigger houses." Housing in tier II and III cities will witness a sharper trajectory, he said. Manoj Gaur, Chairman, CREDAI, said: "2023 was a remarkable year for all real estate stakeholders and we expect this demand trajectory to sustain in 2024 and beyond." Pankaj Kapoor, Founder and Managing Director, Liases Foras, said, "Indian real estate currently stands at an extremely important junction with sustained demand and supply greatly contributing to the GDP while showcasing a definitive way forward for reaching the USD 5 trillion goal."

Additional 6.4 crore homes required by 2036 because of population growth: CREDAI-Liases Foras

Mumbai (Maharashtra) [India], November 8 (ANI): Loved watching 'Housefull' franchise? If yes, then there's an update for you all. As per a source, Akshay is expected to start shooting for the fifth installement from January 15, 2024 in London. Starring <keyword id="2823" type="General" weightage="20" keywordseo="Akshay-Kumar" source="Orion">Akshay Kumar</keyword> and Riteish Deshmukh along with other actors, the film is all set to be released during Diwali in 2024. In June this year, Akshay announced the fifth instalment of his hit comedy franchise 'Housefull'. Taking to Instagram, Akshay shared a poster of '<keyword id="8370870" type="General" weightage="20" keywordseo="Housefull-5" source="Orion">Housefull 5</keyword>' captioning it, "Get ready for FIVE times the madness!. Bringing to y'all #SajidNadiadwala's #Housefull5 Directed by @tarun_mansukhani. See you in cinemas on Diwali 2024!" 'Housefull 5' marks the first-ever franchise film in Indian Cinema to have five installments.The first part of 'Housefull' was released in the year 2010 and starred Akshay, Riteish, Lara Dutta, Deepika Padukone, Arjun Rampal and Boman Irani. The film was declared a hit, followed by another hit sequel 'Housefull 2' which was released in the 2012 and included a stellar cast of Akshay, Ritiesh, John Abraham, Shreyas Talpade, Jacqueline Fernandez, Rishi Kapoor, Randhir Kapoor, Mithun Chakraborty and Asin. Both parts were helmed by director Sajid Khan. Sajid was replaced in the third instalment of the film by director duo Sajid Samji and Farhad Samji. The film was released in 2016. Director Farhad Samji helmed the fourth part of the franchise which was a reincarnation comedy film. The fifth part will be helmed by Tarun Mansukhani. Sajid Nadiadwala is producing it. (ANI)

Akshay Kumar to start shooting for 'Housefull 5' in January 2024

Filmmaker Sooraj <keyword id="40286" type="General" weightage="100" keywordseo="barjatya" source="Orion">Barjatya</keyword> says he is set to venture into digital space soon with at least three web series under development at his family banner Rajshri Productions. These projects will focus on family-friendly entertainment, a genre championed by the production house through films such as "Nadiya Ke Paar" (1982), "Saaransh" (1984), Salman Khan-starrers "Hum Aapke Hain Kaun" (1994) and "Hum Saath Saath Hain" (1999). Barjatya said he was inundated with many offers from leading streamers during the coronavirus pandemic to explore the digital medium. "We have been offered to make Rajshri kind of stories by all platforms. After the pandemic, families have come together. I am surprised and happy. We are in the process of starting three-four series soon." "It is in our space (family entertainers). Some are in the scripting stage, others are in the ideation stage. We will look at all of this post the release of 'Unnchai'," the 58-year-old director told PTI in an interview here. Back in 2017, Barjatya had said the production house was toying with the idea of making content for the web. Rajshri has already produced many successful TV shows like "<keyword id="11857" type="General" weightage="50" keywordseo="woh-rehne-waali-mehlon-ki" source="Orion">Woh Rehne Waali Mehlon Ki</keyword>" and "Pyaar Ka Dard Hai Meetha Meetha Pyaara Pyaara". Currently, the filmmaker is looking forward to the release of his upcoming feature "Unnchai", a drama about four friends, played by Amitabh Bachchan, Anupam Kher, Boman Irani and Danny Denzongpa. Parineeti Chopra, Neena Gupta, and Sarika also round out the cast of the film, slated to be released on November 11. Post "Unnchai", Barjatya said he will focus on a string of projects, including a web series, a movie with his frequent collaborator and friend <keyword id="6354583" type="General" weightage="50" keywordseo="salman-khan" source="Orion">Salman Khan</keyword>, and his son Avnish Barjatya's directorial debut. With Avnish's movie, the filmmaker will launch actor-MP Sunny Deol's younger son Rajveer and actor Poonam Dhillon's daughter Paloma. "After 'Unnchai', I will get busy with my younger son Avnish's movie, starring Rajveer and Paloma. As a producer, it is a big responsibility. After that, I will start my film with Salman Bhai. It is in family space," he added. Barjatya shared that it is <keyword id="6355601" type="General" weightage="80" keywordseo="khan" source="Orion">Khan</keyword> who often encourages him to make family-oriented movies. "He says 'I do my action everywhere but we will do family (dramas) together. He always encourages me to go back to what we do, he is like let's do the same thing... Like having a brother, sister and family because no one does that today. "He says, 'Let's go back to these (films)'. Essentially, it is a part of his life and even mine. Besides, both of us want to spend more time together," he said. Barjatya's last directorial was the 2015 film "Prem Ratan Dhan Payo", starring Khan and <keyword id="6505896" type="General" weightage="50" keywordseo="sonam-kapoor-ahuja" source="Orion">Sonam Kapoor Ahuja</keyword> in the lead. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/tech/news/chief-twit-elon-musk-refuted-reports-of-twitter-layoff-before-nov-1/articleshow/95194068.cms">Chief Twit Elon Musk refuted reports of Twitter layoff before Nov 1</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/news/boat-joins-cult-fit-to-launch-at-home-workout-programme/articleshow/95199482.cms">boAt joins cult.fit to launch at-home workout programme</a>

Sooraj Barjatya to enter the OTT space, has three family-friendly web series under development

<ul><li>Shah Rukh Khan topped the report in 2019 and <keyword id="6354832" type="UNKNOWN" weightage="20" keywordseo="ms-dhoni">MS Dhoni</keyword> was at No. 1 in 2020.</li><li>As per IIHB’s report, Dream11 was the most spontaneously recalled brand in this year’s survey.</li></ul>Versatile actor <keyword id="106133" type="PERSON" weightage="20" keywordseo="Ranveer-Singh">Ranveer Singh</keyword> versus Captain Cool MS Dhoni? Well, both seem to have done equally well in the annual IPL ad recall research of the Indian Institute of Human Brands (IIHB) conducted ten days after the start of the League this year. The research polled 879 respondents in the age-group of 18-35 years (M=481, F=398) across India. The interviews were conducted telephonically. Dream11 was the most spontaneously recalled brand in this year’s survey, which possibly also helped enhance both the brand equity and recall of MS Dhoni who anchored the 12-ad series for the brand as its ambassador and protagonist. Jio Fiber, with multiple IPL teams featured with an effervescent Ranveer Singh gyrating with a sing-song brand message, came in second on recall in the research, also helping the celebrity endorser to considerably strengthen his personal recall. Byju’s was the most spontaneously recalled brand on the IPL last year; though its celebrity endorser Shah Rukh Khan trailed behind other celebrities. Virat Kohli, as expected, did well on recall too, and came third in the recall rankings. Salman Khan did surprisingly well in this year’s survey and came in at No. 4, ahead of Rishabh Pant, Rahul Dravid, Varun Dhawan, Alia Bhatt and Saurav Ganguly who followed in that sequence. Ajay Devgn, Sachin Tendulkar, Shikhar Dhawan, Shah Rukh Khan, Boman Irani, Kareena Kapoor, Ranbir Kapoor, Katrina Kaif, Ayushmann Khurrana and Akshay Kumar, on the other hand, had very few mentions and scored very poorly on respondent recall. There were sporadic mentions of Virender Sehwag and Priyanka Chopra too. In the last survey conducted in October 2020, MS Dhoni had the highest spontaneous recall as a celebrity endorser. Virat Kohli was a not-so-close second. Akshay Kumar was at rank 3; Ayushmann Khurrana at rank 4. “MS Dhoni and Ranveer Singh had a disproportionate share of visibility and recall in the IPL research we just conducted. This was in sync with the ultra-high recall of the brands they respectively endorse”, said Dr. Sandeep Goyal, Chief Mentor of IIHB. “It is interesting nevertheless to note that brands without celebrities like Phone Pe, Byju’s and others too have done well wherever media investments are heavy”. IIHB team used its proprietorial CELEBAR tool based on Celebrity Brand Association &amp; Recognition to assign a metric score to each celebrity and associated brand. The tool takes into account: <ul><li>Spontaneous recall of the brand</li><li>Spontaneous recall of the celebrity</li><li>Association between brand &amp; celebrity together </li><li>Recency of communication </li><li>Media weight behind campaign</li><li>Solus versus multiple brands using the celebrity</li></ul>MS Dhoni had a CELEBAR score of 87, up from 82 at the last IPL. His spontaneous recall was an unusually high 82%. His association with Dream 11 was also very constant at 79% from the last edition. He got 9% association with IPL/Star TV, 8% brand association with Indigo Paints, 6% with Orient Fans for Orient Fans and Livfast Solar. 2% recall came from SunFeast Yippee. So, most of Dhoni’s brand goodness got hijacked by Dream 11, much like last year. If Dhoni had only been endorsing Dream 11, his CELEBAR score would have been near 100, given his strong association with that one brand, to almost the relative exclusion of the other brands he endorses. Ranveer achieved a CELEBAR score of 86, empirically almost equal to that of MS Dhoni. But his association was more democratically spread with Jio Fiber at 56%, JD mart at 48%, My11 Circle at 22% and Bingo at 18%. Names of some other brands were mentioned by respondents but these were filtered out as they were not part of the IPL broadcast. Both MS Dhoni and Ranveer gained massively also on account of their main brands spending disproportionately large amounts of media monies which made them exponentially more visible than other competing celebrities. Virat Kohli trailed far behind the Top 2. His score of 45 on CELEBAR is mostly derived by his 94% association with MRF tyres. Bluestar is in low single digits on association. Salman Khan at a CELEBAR of 38, owes 82% recall to Rajshree elaichi and the balance to Pepsi. Rishabh Pant climbed up interestingly to No. 5 on the strength of his JSW appearances. Varun Dhawan had 76% of his recall from Lux Cozi and much lower from Frooti. Alia owed most of her recall also to Frooti with scattered mentions of Dark Fantasy. Interestingly, the IPL seems to be running no/few ads with Amitabh Bachchan, Akshay Kumar, Deepika Padukone, Ranbir Kapoor, and even with cricketers Rohit Sharma or KL Rahul or Hardik Pandya, or the media weightages behind those ads were too insignificant to be noticed by viewers. The Cred ad for Rahul Dravid was spontaneously recalled by 17% respondents but only 2% remembered Jackie Shroff and only 1% mentioned Kumar Sanu for the same brand. Mutual Funds (AMFI) ads had 22% recall but most respondents got the protagonists mixed up, with the most attributing the messaging to Dhoni and Kohli. Dream 11’s association with multiple cricketers was mentioned by many respondents but most were not sure if they remembered current creatives. Only the connect with MS Dhoni was unambiguous. Despite heavy media weights, Vimal elaichi ad featuring Ajay Devgn and Shah Rukh Khan had only an 8% recall. Netmeds with Kareena Kapoor and Renuka Shahane had a good 9% recall. Priyanka Chopra’s Appy Fizz and Katrina’s Slice were almost not recalled. Hema Malini managed 3% recall on Kent RO. Randhir Kapoor’s Asian Paints managed 4% while Kareena Kapoor’s and Pankaj Tripathi’s Berger creatives both got below 1%. Ayushmann was remembered by less than 1% in Urban Company. Gajaraj Rao was mentioned in less than 1% for Voltas. Unacademy featuring Sunil Gavaskar and Harsha Bhogle too scored poorly at 2%. Gamezy featuring KL Rahul got less than 1% recall. On the ads without celebrities, the most remembered were Phone Pe (32%), Byju’s (31%), Vivo (22%), One Plus (21%), Groww (20%), Upstox (20%), Kia (19%), MPL (18%), Bisleri (11%), PharmEasy (11%), Thums Up(9%), Coca Cola (6%), Renault Kiger (6%), Tata Safari (6%), Skoda (3%), Ajio (3%), Dark Fantasy (2%), LikedIn (2%), Raymond (2%) and Tuborg (1%). As more gets added to the broadcast as the IPL progresses, both standings of celebrities and recall of brands may change.

Ranveer Singh and MS Dhoni are the most recalled brand ambassadors this IPL: IIHB Report

<ul><li>Sony Sports has played a key role in bringing non-cricket sports to India.</li><li>This year, Sony Sports is the official broadcaster of the once-in-a-four-year global sports event, Tokyo Olympics.</li><li>Rajesh Kaul, Chief Revenue Officer, Distribution and Head – Sports Business, Sony Pictures Networks India tells us how the broadcaster is trying to popularize other sports in India, its plans to immerse consumers with innovative marketing and more.</li></ul>With the lockdown being enforced, subsequent stoppage of play on the field and IPL getting postponed, advertisers have been starved of a good sporting tournament. After the pandemic, many sports properties have either been cancelled or postponed, directly affecting India’s ad revenue and sponsorship pie. While India’s most worshipped sport, cricket, still dominates viewership and sponsorship, <keyword id="3132005" type="PERSON" weightage="20" keywordseo="Sony-Pictures-Network">Sony Pictures Network</keyword> (SNP) has given its fans more choices between sporting events and SonyLiv has given them options in terms of what, when and how much to watch, leading to a rise in demand for subscription viewing in live sports. After a long, dry spell, millions of Indians are expected to tune into Tokyo Olympics this year. Sponsors and brands have also started seeing the Olympics as the one occasion to capitalise on the media and consumer attention. As a result, Sony Sports has seen an uptick in demand from sponsors and advertisers across categories for the summer games. To help its advertisers get the best bang for their buck, SPN launched an ‘innovative’ advertising format ‘Split-screen ads,’ which has <a href="https://twitter.com/Archit_0106/status/1418542834395729923">gained </a><a href="https://twitter.com/PrashantMUFC/status/1420988968238161920">mixed </a><a href="https://twitter.com/LifeIsAnElation/status/1418552243893116935">reviews </a>on social media. We caught up with Rajesh Kaul, Chief Revenue Officer, Distribution and Head – Sports Business, Sony Pictures Networks India to further understand what kind of response the broadcaster and streaming player has seen from advertisers and sponsors, how it is trying to increase non-sporting events’ viewership in india <cmsannotation type="cmsannotation" annotationid="Q. This year, brands across categories have started to roll out campaigns celebrating the inspirational journey of athletes. This wasn't the case a few years ago. More and more advertisers are exploring international sports that represent India. Are advertisers open to exploring sports beyond cricket now?" text="Q. This year, brands across categories have started to roll out campaigns celebrating the inspirational journey of athletes. This wasn't the case a few years ago. More and more advertisers are exploring international sports that represent India. Are advertisers open to exploring sports beyond cricket now?">Q. This year, brands across categories have started to roll out campaigns celebrating the inspirational journey of athletes. This wasn't the case a few years ago. More and more advertisers are exploring international sports that represent India. Are advertisers open to exploring sports beyond cricket now?</cmsannotation> Indians have always been extremely supportive of the Indian athletes when they compete at a global stage. Their performances are celebrated as it is a huge thing to even get to participate, let alone winning a medal at Olympics. More and more business houses/organizations/brands have started promoting various athletes and or Indian contingent. Sports in India is growing dramatically as an entertainment option beyond just cricket. This year. Sony Sports has embarked on a mission to popularize the athletes participating in the <keyword id="7932992" type="UNKNOWN" weightage="20" keywordseo="olympic-games-tokyo-2020">Olympic Games Tokyo 2020</keyword> and to make them household names. Sony Sports launched the grandest ever campaign in the history of Indian Olympics, Hum Honge Kamyab to galvanize the whole nation to cheer for the India contingent. From the honorable Prime minister of India himself to the sports minister as well as industrialists, sports personalities, philanthropists, Bollywood Superstars, Youtube influencers joined us in our endeavor. Sony Sports has collaborated with the Ministry of Youth Affairs and Sports as well as eminent personalities and joining the brigade are Union Minister for I&amp;B and Youth Affairs &amp; Sports, Shri Anurag Thakur, General Bipin Rawat, Chief of Defence Staff and Chairman Chiefs of Staff Committee and Mr. N.P. Singh, MD &amp; CEO, Sony Pictures Networks India, along with Amitabh Bachchan, Akshay Kumar, Anupam Kher, Sajjan Jindal, Sudha Murty, Nita Ambani, Gautam Adani, Rana Daggubati, Yuvraj Singh, Anjali Bhagwat, Parth Jindal, Boman Irani, Farhan Akhtar, Sonakshi Sinha, Johnny Lever, Ali Fazal, Adille Sumariwala, Arshad Warsi, Pullela Gopichand, Vijender Singh, Anjali Bhagwat, Harsha Bhogle, Shankar Mahadevan, Anurag Basu, and many more to catalyze the Olympic momentum in the nation for the landmark event. This was unprecedented and Sony Sports’ efforts have pumped up the volume of Olympics in India and the #Olympicsjosh decibels have gone up to another level. <div type="Youtube" id="-bnwo0ezgQE" title="Watch PV Sindhu, Manu Bhaker, Mary Kom, Deepak Kumar, Hockey (M) &amp; others LIVE, TOM, July 25 on Sony" thumbUrl="https://i.ytimg.com/vi/-bnwo0ezgQE/mqdefault.jpg"></div> <cmsannotation type="cmsannotation" annotationid="Q. Can you tell us what kind of interest you have seen from advertisers and brands?" text="Q. Can you tell us what kind of interest you have seen from advertisers and brands?">Q. Can you tell us what kind of interest you have seen from advertisers and brands?</cmsannotation> We have received a phenomenal response from advertisers and we have got sponsors on board across categories like beverages, FMCG, education, automobiles, banking, finance, gaming, sports foundations amongst others. The sponsors are Coca-Cola India Pvt. Ltd., LIC, JSW, MPL, Hero MotoCorp, Amul, Reserve Bank of India, AMFI and other advertisers include Visa, Byju’s, Adani Group, Herbalife Nutrition &amp; Lenovo and more. <cmsannotation type="cmsannotation" annotationid="Q. This once-in-a-four-year sports event attracts eyeballs from across the world hosting sports such as shooting, wrestling, long jump, and hockey. Which sport do you think will perform the best in India in terms of viewership?" text="Q. This once-in-a-four-year sports event attracts eyeballs from across the world hosting sports such as shooting, wrestling, long jump, and hockey. Which sport do you think will perform the best in India in terms of viewership?">Q. This once-in-a-four-year sports event attracts eyeballs from across the world hosting sports such as shooting, wrestling, long jump, and hockey. Which sport do you think will perform the best in India in terms of viewership?</cmsannotation> We expect great Sports like Wrestling, Shooting, Archery and Hockey, which have also done extremely well on TV in the past, due to the medal winning performances by Indian Athletes. Additionally, there has been high interest to watch Athletics and Gymnastics, owing to the visually engaging nature of the sports. During the 2016 Rio Olympics, Badminton had the highest viewership owing to PV Sindhu winning a silver medal. The final match between PV Sindhu and Carolina Marin was watched by 42 million viewers across the country. This year, we have our largest contingent ever of 127 athletes travelling to Tokyo and the whole nation will want to support and watch our athletes in the various sports disciplines they are competing in like boxing, wrestling, tennis, athletics, badminton, hockey, shooting, archery, weightlifting, Equestrian, Table tennis and more. Some of the athletes that the audiences are already looking out for are Manu Bhaker and Saurabh Chaudhary in shooting, Vinesh Phogat and Bajrang Punia in wrestling, Amit Panghal and Mary Kom in boxing, Deepika Kumari and Atanu Das, PV Sindu in badminton and more. Also, for the first time, we will see participation in fencing with Bhavani Devi and Fouaad Mirza making it to the equestrian event which will also attract audiences. Additionally, to reach out to a wider audience and engage viewers across India, Sony Sports will have a Live wraparound studio show called SPORTS EXTRAAA with a distinguished panel that comprising former Olympians and legendary Indian athletes like Vijender Singh, Gagan Narang, Karnam Malleswari, Anjali Bhagwat, Anju Bobby George, Sakshi Malik, Viren Rasquinha, Somdev Devvarman, Trupti Murgunde, Rahul Banerjee, Kripa Shankar and Satish Shivalingam. We will also have the world-renowned Sprinter and four-time Olympic medalist, Yohan Blake, considered to be the second fastest man after Usain Bolt as a marquee expert on the show. The comprehensive coverage for the global event will be broadcast LIVE in four languages: SONY TEN 2 and SONY SIX channels in English, SONY TEN 3 channels in Hindi and in Tamil &amp; Telugu on the newly launched SONY TEN 4 channels. <cmsannotation type="cmsannotation" annotationid="Q. How do brands get to benefit from advertising on Olympics through Sony this year? What is your advice to brands who are advertising? How can they get the best bang for their buck?" text="Q. How do brands get to benefit from advertising on Olympics through Sony this year? What is your advice to brands who are advertising? How can they get the best bang for their buck?">Q. How do brands get to benefit from advertising on Olympics through Sony this year? What is your advice to brands who are advertising? How can they get the best bang for their buck?</cmsannotation> The Olympic Games is an extremely premium global sporting event, the greatest show on earth with 200+ countries, 11000+ athletes across 339 events in 33 different sports, encompassing a total of 50 disciplines. As I mentioned earlier, this year, we have rolled out the grandest campaign for this showcase event involving 30+ luminaries across the country. The sheer association to the Olympics for any brand will create and drive great brand perception and awareness value. We have offered value-based propositions to our clients and have ensured that we amplify their associations with athletes in the Indian contingent which they might be sponsoring. The brands have also been given the opportunity to ride on the back of the amazing build- up programming which we have locally produced adding to the brands association and visibility. Series like “Torch bearers” are resonating well with our audiences. We are also excited to offer a new breakthrough innovation “Split Screen” advertisement opportunity during the live broadcast. This will help the brands break away from the clutter and amplifies the brand’s visibility manifold without intruding into the viewing experiences of our audiences. This new technology is a game changer and will surely get the best ROI for our key sponsors. <cmsannotation type="cmsannotation" annotationid="Q. How do you think sports marketing has changed in India in the last few years? Any interesting trends that you are expecting to see as we move forward?" text="Q. How do you think sports marketing has changed in India in the last few years? Any interesting trends that you are expecting to see as we move forward?">Q. How do you think sports marketing has changed in India in the last few years? Any interesting trends that you are expecting to see as we move forward?</cmsannotation> While Indian Cricket will dominate viewership and revenues, Sony Sports has been consistently making efforts to massify and popularize other sports. Sony Sports is a global multi-sporting arena and sports marketing here, is not only talks to the purists but also focuses on attracting fence-sitters and newer audiences to join the Sony Sports community. This has paid off and every year our viewership for sports like WWE, UFC, football properties like UEFA Champions League and non-India cricket is steadily growing. Even the recently concluded UEFA EURO 2020 on our sports channels has seen massive growth compared to the last edition in 2016 by almost 70% Sports as an entertainment quotient is only going to grow.

Sony Sports has embarked on a mission to popularize the athletes participating in the Olympic Games Tokyo 2020 and to make them household names: Rajesh Kaul of SPN

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