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Consumer experience is one of the biggest beneficiaries of AI, according to Bose CMO Jim Mollica.

<ul class="summary-list"><li>As CEO of <keyword id="6371315" type="General" weightage="100" keywordseo="bose" source="Orion">Bose</keyword>, <keyword id="18990325" type="General" weightage="50" keywordseo="lila-snyder" source="Orion">Lila Snyder</keyword> is focused on sound and how we consume content. </li><li><keyword id="3211942" type="General" weightage="50" keywordseo="snyder" source="Orion">Snyder</keyword> embraces "the discomfort of something new and something challenging." </li></ul>Bose CEO Lila Snyder stepped into her job during one of the most difficult times in business history. It was September 2020, during the COVID pandemic. As much of the world adjusted to working from home, supply chains got disrupted, and consumers consumed more content, Snyder had to focus on one important idea: sound. "Sound is what matters so much at Bose," she told me. "If you think about the way that we're consuming content, it's getting more and more challenging. The formats are different. The quality of the content is different. We're consuming it on the go and in some harsh environments." Another challenge came from being CEO — a job that can produce its own harsh environment. We spoke about Snyder's leadership mantra as the head of 6,000 people worldwide: "It's the team that will be successful." We spoke about imposter syndrome, bringing in more women engineers and music producers, and the one thing she wished she'd have done differently so far. The following interview has been edited for length and clarity. How did you wind up as Bose CEO? I feel really lucky to be the Bose CEO. I was the right person at the right time. And I think it's such a unique brand that I feel like I've got an affiliation with — the connection to MIT — and I'm an MIT alum. And it's a technology innovation company and I've always loved technology and innovation — and such an iconic brand. And so, for me, it was just this perfect opportunity that I feel really lucky to be a part of. Can you name a challenge whether it's a leadership challenge or a CEO challenge, running a company that's very high profile? I think the challenge always is feeling like you're ready for the role when you get it. It's probably been the biggest challenge. I'm three years in now. That moment of working towards something and then you finally get that job and you think, "Oh, am I ready to do this?" I think that's probably in the beginning. That was the biggest challenge, particularly given what was going on in the world. So I started in 2020, which was in the middle of COVID. And we had a supply-chain crisis, and we had, you know, war in Ukraine. And all of these things were sort of coming at us from the world around us and, you know, just mustering up the belief that I was ready to be in the role and I was feeling confident in that role. Would you say sometimes the biggest challenge is — and I have it — imposter syndrome? I think most people have it, right? If you don't you probably don't have the level of humility that you need. I think, to me, one of the most important things I've always said is taking risks in your career — sort of pushing yourself to do things that make you uncomfortable — that's how we learn and grow and develop. This was a great example of that for me, having never done it before, assuming I would know how to do it exactly perfectly would be crazy. Embracing the discomfort of something new and something challenging — I think it's part of how we learn and grow. So whether that's impostor syndrome or something else — the idea that you're taking on a challenge before you might feel fully ready — that's what all of us, I think, should be doing in our careers, right? That's how we get better. That's how we advance. <div type="image" title="A woman wears Bose headphones" height="1920" width="1920" msid="103735177" hostid="261"></div>Sometimes the risk that you take is someone pushing you. It's not always us stepping into the form and into the fray. But sometimes we need sponsors who see — and I've certainly had a lot of them in my career who saw potential and said, "You're going to do it and it's going to be fine." I think being able to fall back on that and know that someone you respect and admire feels like you're ready sort of gives you the courage to take on that challenge, which I think is awesome. Do you have a mantra that you tell yourself when you're going into a difficult meeting or meeting with people you never met before or when you have to be the person with the pants in the room? I am a big believer in it's no one person. It's the team. Probably the mantra is, it's the team that will be successful. And so, regardless of the situation, knowing that I've got a great team around me that is going to get us to the right spot. I think that's probably the biggest thing is that, you know, CEO or any other role, you're not one person; you're not in it yourself. It's the team. And I think that, for me, is the most important thing is assembling the right team with a diverse set of skills and perspectives and backgrounds that I really believe can solve any problem. Not that any one of us can do it on our own — but the power of what the team can do together. How are you guiding the company in such a competitive field? Two things I would say. One is that we have a maniacal focus on our customer and really defining who that customer is. And so for us at Bose we think about our core customer, not in terms of demographics, but our customer is a music lover. If you love music, you should want to be part of the Bose family. And the reason for that is that's all we do, right? For us, sound is not an accessory. It's not something else we do in addition. It is the thing that we do, and that allows us to bring a different level of focus and attention to the customer and their pain points and what they want and need. I think that that focus on the customer really makes us different. We're a company where music lovers come to work, because they want to be in an environment that is working on something related to what they love. And so we've got music lovers making products for music lovers. And that focus on the customer, I think, is the most important thing that allows us to differentiate and create experiences that are unique and that really wow that customer. When you talked about you're in the car, on the go, music lovers, what's the biggest area of growth for the company? Because those are all a little bit different. We actually see growth across the board. So we talked about consumer audio as our focus, as you said, in the home, in the car, and on-the-go. And all three of those spaces — they're different. And yet it's just reflecting that people really care about their music in those spaces. We're continuing to see nice growth across the board. It ebbs and flows in different areas. So, for example, during COVID when we all nested, we saw a lot more of our in-the-home products being incredibly popular. And as we all went back outside and, you know, we're commuting to work again and we're we're traveling for work or for vacation, we see the on-the-go products being really popular because people want that with them in their bag or in their pocket. It's part of what you bring with you when you venture out into the real world. And so it ebbs and flows. But, at the core, consumers really appreciate premium sound and premium audio and so we continue to see a lot of strength than in all of our markets. What's the biggest request you're hearing from customers or potential customers? I'll put it in the context of the launches that we have this week. We're launching new products in our iconic <keyword id="3520655" type="General" weightage="50" keywordseo="quiet-comfort" source="Orion">Quiet Comfort</keyword> headphone line. You know what customers expect from us — and they should — for Quiet Comfort is unparalleled noise cancellation, the best noise cancellation. You can get great audio, comfortable fit — something that you feel like you can wear for hours at a time and not remember that you're wearing them. They feel really natural. So those are all things that they expect, and, of course, it's great design. The headphones that you're wearing — you have to feel like the style of them matches what you want to wear. And we've added this new feature around immersive audio. When you think of a traditional headphone, when you hear the music you really hear it inside your head, the feeling as you're hearing it inside. With immersive audio from Bose, what's happening is we're bringing that audio and moving it out into space around you. So instead of inside your head, you hear it as if it's coming from two speakers kind of out in front of you. Feels more like you're sitting in a room in the perfect spot between two really great speakers, which is just a more immersive and lifelike experience. We think that's something — this idea of immersive sound is something that we know customers are really looking for. It's continuing to level up that experience of how the audio comes through. We can create that experience with content from any device and from any source. And so it doesn't have to be a certain type of coded content, or a certain source. Any content that you want to enjoy you can enjoy in this immersive mode. It's amazing. It's now that I've been trialing it for the last few months. It's the only way I want to listen to my music. This is an industry where female engineers are far outnumbered by their male counterparts. How are you aiming to fix that imbalance? We have a lot of really amazing female engineers, and that's exciting. We're also doing things on the other side. We have a campaign we call <a target="_blank" href="https://affiliate.insider.com?h=e9f3c3d601bb889a92c7124a0bd5d4c1fa2dd99eeefd50b6c31b56f01697fa04&amp;postID=650225fce674062ff7cdaa37&amp;postSlug=bose-ceo-lila-snyder-sound-one-thing-for-success-2023-9&amp;site=bi&amp;u=https%3A%2F%2Fwww.bose.com%2Fstories%2Fturn-the-dial-initiative">Turn the Dial</a>, where we see music producers — which is also a very technical role — that less than 3% of Top 100 hits in 2022 were produced by women. And that's crazy, right? We need a diverse group of people producing music so that all of us can enjoy it. And so we like to continue to support initiatives like Turn the Dial so that we're continuing to drive toward more girls — more women interested in <keyword id="435553" type="General" weightage="50" keywordseo="stem" source="Orion">STEM</keyword>, interested in going into engineering — so that we can continue to foster more engineers on the production side and certainly more engineers that are creating our products, too. What's your biggest failure or thing you wish you did differently? That's a hard question. I think the thing that has probably been the most challenging over the last few years is some of the supply-chain challenges that came. Looking back, I think how quickly we responded. What would we have done differently? There's nothing more frustrating than knowing that consumers want your products and you can't get them there. And I think we lived through a period of that where chips components were in short supply, ocean freight — all of the freight — was taking far longer, was hard to get into the ports. And so looking back and thinking about what could we have done differently to make sure we were getting the products that our customers wanted in their hands. I think that's probably been the most frustrating. What's the biggest change or thing you're most proud of that you instituted as CEO? This is a good question, too. I think I'm really proud of the speed at which we're moving at Bose. And so one of the things that is so evident is when you go to Bose and you meet the team, there's just an amazing amount of research and invention that's happening. And it felt like it was taking too long for that to get into the hands of our customers. One of the things that I'm really proud of the team isthat new processes, new ways of thinking — we're really starting to get innovation to come out of those faster than we have in the past and you see that with this week's launch. We are launching a new pair of earbuds this week. We launched earbuds just a year ago. So being able to take really amazing products — last year the QuietComfort Earbuds II — and then launching another one this year, which builds on that and makes those even greater through this immersive audio technology, along with a few other things, that's really exciting to see. I think you're gonna see more of that from us where technology and innovation is coming faster from Bose. And that's a lot of fun for people who find great joy in creating something. There's nothing better than getting it into the hands of a customer and so if we're able to do that more often and more quickly, it makes our jobs really fun. What's your favorite Bose product? My favorite Bose product hasn't been launched yet, so stay tuned. I love the earbuds. But I love the convenience and the size and the ability to just stick them in my pocket and go and always have that music with me. So I'm a big fan of earbuds. I also love the sound system in my car. So it's probably a trade-off between those two.

The CEO of Bose knows her success relies on this one thing

<keyword id="4990697" type="General" weightage="20" keywordseo="Burda-Principal-Investments" source="Orion">Burda Principal Investments</keyword>, one of the leading investors in Singapore-based fashion startup <keyword id="3131383" type="General" weightage="20" keywordseo="Zilingo" source="Orion">Zilingo</keyword>, has backed the action against its founder and CEO <keyword id="1341941" type="General" weightage="20" keywordseo="Ankiti-Bose" source="Orion">Ankiti Bose</keyword>, hinting that legal action against the ousted founder may be on the anvil. Burda Principal Investments (BPI), a division of Europe-based Hubert Media Group, said in a statement that "signficiant irregularities in reporting to investors" led to Zilingo's failure. "Kroll Inc was jointly hired by the main investors to examine this case and the investigations on financial irregularities have been completed," said the investment firm. Hinting at impending legal action, Burda added: "As the investors are still considering options for legal action, please consider we cannot comment on any details from the report or share any further information at the moment." The statement came in the wake of a report by leading startup coverage portal Inc42 last week, revealing fresh explosive revelations around the financial wrongdoings undertaken by Bose including $10 million (Rs 80 crore) dubious and unexplained payments, submitting conflicting revenue figures to shareholders and a 10x increase in her salary without Board approval. Bose has also filed a $100 million defamation suit in Bombay High Court against prominent investor and co-founder of Seedfind, Mahesh Murthy, for an article he wrote in a leading business magazine. Bose was quoted as saying that the $100 million lawsuit was filed taking into account her balance of equity in Zilingo and "the losses that statements like this can affect future endeavours." The lawsuit is currently in the pre-admission stage, according to reports. Earlier, Singapore's state-owned investment fund Temasek had backed the action against the founder, saying "We expect our portfolio companies to abide by the sound corporate governance and codes of conduct and ethics. We are, therefore, in support of the board's investigation into the complaint as a part of good governance to safeguard the interests of the company." During the period of investigation, the Board of Zilingo had issued a statement stating, "Contrary to claims that have been circulating in the media, this decision (suspension) was taken jointly by the Board and the relevant shareholders pursuant to pre-agreed shareholder voting rights, and does not reflect the decision of a single shareholder." In March last year, Zilingo suspended 30-year-old CEO Bose over complaints about alleged financial irregularities. Following an investigation led by an independent forensics firm, the startup had decided to terminate Bose's employment. SEE ALSO: <a href="https://www.businessinsider.in/entertainment/news/filmfare-awards-2023-gangubai-kathiawadi-makes-a-clean-sweep/slidelist/99833037.cms">Filmfare Awards 2023: Gangubai Kathiawadi makes a clean sweep</a> <a href="https://www.businessinsider.in/careers/news/these-qualifications-will-help-you-snag-the-best-tech-jobs/slidelist/99838842.cms">These qualifications will help you snag the best paying tech jobs in BFSI sector</a> <a href="https://www.businessinsider.in/tech/mobile/news/indian-smartphone-shipments-decline-by-19-in-q1-2023-5g-smartphones-share-increases/articleshow/99815120.cms">Three out of five smartphones sold above ₹45,000 in India were iPhones between Jan-March: Counterpoint</a>

Significant irregularities in reporting to investors led to Zilingo's failure: Investor Burda

Bose is one of the most popular audio companies in the world; it makes a little bit of everything, from music systems to home theatres and massive speakers for concert venues. And then, of course, there are its headphones and earbuds. The <keyword id="8762581" type="General" weightage="20" keywordseo="bose-earbuds" source="Orion">Bose earbuds</keyword> and headphones have merged the brand’s greatest strengths into functional and sleek designs. Both headphones and earbuds deliver unrivalled active noise cancellation (ANC), sound amazing, and look fancy. Not to mention some headphones and earbuds sync in with Bose’s ecosystem, connecting to smart Bluetooth speakers for extended use with other devices. If you are looking for <keyword id="2503286" type="General" weightage="20" keywordseo="bose-headphones" source="Orion">Bose headphones</keyword> and earbuds the market is full of a plethora of options making it difficult to choose the best one. Hence, we have curated a list of some best Bose headphones and earbuds to narrow down your search. But before that here are a few things to consider before buying your next headphones or earbuds. <cmsannotation type="cmsannotation" annotationid="How to choose the best headphones and earbuds for you" comment="subhead" text="How to choose the best headphones and earbuds for you">How to choose the <keyword id="2578113" type="General" weightage="20" keywordseo="best-headphones" source="Orion">best headphones</keyword> and earbuds for you</cmsannotation> Some of the things that you need to keep in mind while buying your next headphones or earbuds are the audio output, wire quality and control offered. Some of the headphones come with a braided cable or a flat cable which makes them more durable. Other than that type of use and design and comfort is worth considering. Also, the Driver in the earphones should be considered as it generates the sound. Larger the driver, the better the sound. <cmsannotation type="cmsannotation" annotationid="Best Bose headphones and earbuds you can buy right now" comment="subhead" text="Best Bose headphones and earbuds you can buy right now">Best Bose headphones and earbuds you can buy right now</cmsannotation> <cmsannotation type="cmsannotation" annotationid="Bose Quietcomfort 45" comment="subhead" text="Bose Quietcomfort 45">Bose Quietcomfort 45</cmsannotation> If you are looking for a premium pair of on-ear wireless headphones from Bose then Bose Quietcomfort 45 should be first on your list. Featuring, 24- hours of battery life from a single charge these headphones can a full day at minimal settings. Other than this, they are lightweight and made of premium material giving you ultra comfort fit on the go. Besides this, they come with Quiet and Aware modes, for full noise cancellation and to hear your environment and your music at the same time. <cmsannotation type="cmsannotation" annotationid="B098FKXT8L" comment="amazoncard" text="B098FKXT8L">B098FKXT8L</cmsannotation> <cmsannotation type="cmsannotation" annotationid="Bose Quietcomfort 35 Ii" comment="subhead" text="Bose Quietcomfort 35 Ii">Bose Quietcomfort 35 Ii </cmsannotation> The Bose Quietcomfort 35 Ii is another best pick on our list if you are looking for premium on-ear headphones. Big audio drivers, long battery life, ANC, NFC connectivity, dual-microphone, Alexa- enabled are some features worth highlighting. Currently available for ₹21,498, originally priced for ₹29,363. <cmsannotation type="cmsannotation" annotationid="B0756CYWWD" comment="amazoncard" text="B0756CYWWD">B0756CYWWD</cmsannotation> <cmsannotation type="cmsannotation" annotationid="Bose Soundsport Sweatproof Bluetooth Wireless In-Ear Earphones" comment="subhead" text="Bose Soundsport Sweatproof Bluetooth Wireless In-Ear Earphones">Bose Soundsport Sweatproof Bluetooth Wireless In-Ear Earphones</cmsannotation> This neckband style earphone from Bose is ideal for sports enthusiasts, casual users, rough users, college students and more. These earphones are equipped with Bose active EQ, meaning you get a high-quality audio experience, consistently balanced at any volume level. Other than this, they come with Bluetooth and NFC connectivity, and a 6-hour of battery life. Currently, you can buy it for ₹9,999, originally priced for ₹13,275. <cmsannotation type="cmsannotation" annotationid="B01L7PSJFO" comment="amazoncard" text="B01L7PSJFO">B01L7PSJFO</cmsannotation> <cmsannotation type="cmsannotation" annotationid="Bose Sport Earbuds" comment="subhead" text="Bose Sport Earbuds">Bose Sport Earbuds</cmsannotation> These premium quality earbuds from Bose are IPX4 rated, protecting them against splash of water and sweat. These earbuds are ideal for sports and gym enthusiasts, casual users, rough users, college students, music lovers and more. They come with 3 styles of buds size, small, medium, and large and swipe touch controls. Currently, these earbuds are available at no-cost EMI from selected bank cards. <cmsannotation type="cmsannotation" annotationid="B08CJCTG6Z" comment="amazoncard" text="B08CJCTG6Z">B08CJCTG6Z</cmsannotation> DISCLAIMER: The Insider Picks team writes about stuff we think you'll like. Business Insider has affiliate partnerships, so we get a share of the revenue from your purchase.

Best Bose headphones and earbuds to buy in 2022

<keyword id="399907" type="General" weightage="100" keywordseo="meta" source="Orion">Meta</keyword> (formerly Facebook) on Thursday announced the appointment of Sandhya Devanathan as the Vice President of Meta <keyword id="3658" type="General" weightage="80" keywordseo="india" source="Orion">India</keyword>, as several key executives leave the company in recent days. She will start her new role on January 1, 2023, and will report to Dan Neary, Vice President, Meta APAC. Devanathan will be a part of the APAC leadership team and will move back to India to lead the country's organisation and strategy. "Sandhya has a proven track record of scaling businesses, building exceptional and inclusive teams, driving product innovation and building strong partnerships. We are thrilled to have her lead Meta's continued growth in India," said Marne Levine, Chief Business Officer, Meta. Devanathan will focus on bringing the organisation's business and revenue priorities together to serve its partners and clients, while continuing to support the long-term growth of Meta's business and commitment to India, said the company. She joined Meta in 2016 and helped build out the Singapore and Vietnam businesses and teams as well as Meta's e-commerce initiatives in Southeast Asia. In 2020, she moved to lead gaming for APAC which is one of the largest verticals for Meta globally. Meanwhile, amid the heightened insecurity and mass layoffs, <keyword id="1622253" type="General" weightage="50" keywordseo="abhijit-bose" source="Orion">Abhijit Bose</keyword>, Head of India, WhatsApp and Rajiv Aggarwal, Director of Public Policy, Meta India -- have resigned, the company confirmed on Tuesday. Shivnath Thukral, Director of WhatsApp Public Policy, India has been appointed as Director of Public Policy, Meta India (across Facebook, Instagram, and WhatsApp in India), replacing Aggarwal who joined Meta last year from Uber. In a LinkedIn post, Bose said that it "has been a tough week for all of our team at WhatsApp as we had to say Goodbyes to many amazing teammates last week". "It's been 4 years since I joined as WhatsApp's first Country Head in India, After a small break, I plan to rejoin the entrepreneurial world; you'll see announcements on that shortly," Bose wrote. Earlier this month, <keyword id="3056724" type="General" weightage="50" keywordseo="ajit-mohan" source="Orion">Ajit Mohan</keyword>, head of Meta in India, left the social network to join rival Snap, the parent company of <keyword id="6358096" type="General" weightage="50" keywordseo="snapchat" source="Orion">Snapchat</keyword>, as the lead of the company's Asia-Pacific business. Meta last week sacked more than 11,000 employees, or 13 per cent of its workforce, in one of the worst tech lay-offs that hit various teams in India. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/retail/news/aditya-birla-fashion-and-retail-to-open-galeries-lafayette-stores-in-india/articleshow/95576505.cms">Aditya Birla Fashion and Retail to open Galeries Lafayette stores in India</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/startups/news/agri-fintech-startup-poshn-clocks-in-rs-300-crore-in-trade-becomes-the-top-trader-of-sugar-and-oil-in-delhi-ncr/articleshow/95576754.cms">Agri-Fintech Startup Poshn Clocks in Rs 300 Crore in Trade; Becomes the Top Trader of Sugar and Oil in Delhi NCR</a>

Meta appoints Sandhya Devanathan as head for India biz

Meta-owned <keyword id="790242" type="General" weightage="20" keywordseo="WhatsApp" source="Orion">WhatsApp</keyword> on Tuesday launched a dedicated 'Safety in <keyword id="3658" type="General" weightage="100" keywordseo="india" source="Orion">India</keyword>' resource hub highlighting a host of safety measures to help people stay safe online. The launch of the resource hub comes after WhatsApp's week-long campaign, #TakeCharge to promote the safe use of the Internet. "Safety of our users is at the core of everything we do at WhatsApp and launching a dedicated 'Safety in India' resource hub is a way of reiterating our commitment to educating and empowering users to take control of their online safety," <keyword id="1622253" type="General" weightage="20" keywordseo="abhijit-bose" source="Orion">Abhijit Bose</keyword>, Head of India, WhatsApp, said in a statement. "Over the years we have made significant product changes to help enhance user security and privacy. Besides continuous product innovations, we have also consistently invested in state-of-the-art technology, artificial intelligence, data scientists, experts, and processes, to support user safety," Bose added. The resource hub explores several important topics around online safety, privacy and security, debunks common myths, in addition to creating awareness on how users can safeguard themselves from potential cyber scams in today's digitally connected world. Through the 'Safety in India' hub, WhatsApp's goal is to build awareness about the various safety measures and in-built product features that empower users to take control of their safety while using the service. The resource hub also highlights advanced technology that WhatsApp deploys along with India-specific processes that help prevent the spread of misinformation and any form of abuse on the platform. "We hope this resource will equip users with the information they need to safeguard their privacy and navigate the Internet safely," Bose said. SEE ALSO: <a href="https://www.businessinsider.in/tech/news/indian-government-orders-blocking-of-apps-website-social-media-accounts-linked-to-sikhs-for-justice/articleshow/89744457.cms">Indian government orders blocking of apps, website, social media accounts linked to Sikhs For Justice</a> <a href="https://www.businessinsider.in/tech/apps/news/instagram-nudges-users-to-use-the-app-more-removes-lower-daily-limit-options-aimed-at-helping-users-limit-their-usage/articleshow/89742216.cms">Instagram nudges users to use the app more, removes lower daily limit options aimed at helping users limit their usage</a> <a href="https://www.businessinsider.in/tech/news/twitter-may-let-you-untag-yourself-from-threads/articleshow/89742212.cms">Twitter may let you untag yourself from threads</a>

WhatsApp launches 'Safety in India' resource hub to help you stay safe online

Sony's new $350 'Bose killer' headphones vs. Bose's highly rated $400 noise-cancelling headphones

<ul><li><keyword id="33542" type="COMPANY" weightage="20" keywordseo="Burger-King">Burger King</keyword> launches an old ad with Rahul Bose. </li><li>Towards the end of the interaction, Burger King offered 2 bananas free to Rahul Bose and his reaction was priceless. </li></ul>Many brands who shot their advertisements in March, right before the lockdown, have found themselves in a dilemma. Burger King India has come up with a clever solution. The brand has launched its old ad titled, “Old ad. Old Joke. Old Price.” Sometime before COVID-19, the brand had invited Actor Rahul Bose to its food chain in Santacruz. Burger King actually offered Free Bananas to the actor, who had created a storm with his Tweet featuring an astronomical amount charged for Bananas at a star hotel. Upon visiting the restaurant, the actor, who was hesitant to try initially, is seen relishing the Rice Bowl. He highlighted the quantity, wholesomeness and most importantly indicated that it truly offers value for money. Towards the end of the interaction, Burger King offered 2 bananas free to Rahul Bose and his reaction was priceless. With this campaign, Burger King India reintroduces its range of Rice Bowls starting at a great price of Rs. 99. <div type="Youtube" id="xYRzfx-CdV8" title="Old Ad. Old Joke. Old Price | Burger King Rice Bowl @Rs. 99" thumbUrl="https://i.ytimg.com/vi/xYRzfx-CdV8/mqdefault.jpg"></div> The campaign began with a Banana Image and pun, followed by a snapshot of the headlines created by Bose’s old banana tweet and finally unveiling the video. The entire campaign is a pun on the meaning of going bananas which is woven in the video as well. Srinivas Adapa, CMO, Burger King India said, "Burger King’s Paneer Rice bowl at Rs 99 is a great value proposition. We know that this ad is old and the joke is old…but so is the price at Rs 99” Raj Kamble, Founder and Chief Creative Officer, Famous Innovations said, “Burger King always looks for ways to hack what's going on in popular culture and when Rahul Bose created a national conversation about fair pricing and value, we saw an opportune moment to step in. It was also our way of associating with a celebrity in a unique and refreshing way, in a world of empty, irrelevant brand endorsements. This is an old ad, but its promise is most relevant today.”

Burger King’s ad featuring Rahul Bose shows how to make a campaign shot before the lockdown relevant

<ul><li>Netaji <keyword id="100207" type="PERSON" weightage="20" keywordseo="Subhas-Chandra-Bose">Subhas Chandra Bose</keyword> was born 123 years before on this same day. </li><li>He is India’s most famous as well as controversial freedom fighter who founded Azad Hind Fauz. </li><li>He continues to intrigue curious minds after his mysterious disappearance on a cold winter morning. </li></ul>Netaji Subhas Chandra <keyword id="6371315" type="UNKNOWN" weightage="20" keywordseo="Bose">Bose</keyword> is the creator of the slogan, Jai Hind which has become a popular Indian chant today. And, he was born 123 years before on January 23. He is India’s most famous as well as controversial freedom fighter who founded Azad Hind Fauz. He continues to intrigue curious minds after his mysterious disappearance on a cold winter morning. Kabir Khan’s The Unforgettable Army Azaadi Ke Liye on Amazon Prime Video which will be released on January 24, will pay homage to his heroics. The story will revolve around the formation of Bose’s National Army after British failed to defeat Singapore in World War II. Here’s a look back at his life: Bose had always been a fighter — he quit a lucrative job to liberate India 
 
 
 
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 Bose was born in Cuttack, Odisha on January 23, 1897. He was a brilliant student who went to England to study — where he was also preparing for Indian Civil Services. He got selected in the ICS in 1920, but chose not to work for an alien government. He came back to India at the time when the country was fighting for freedom against the British government. He met Deshbandu Chitranjan Das, the editor of newspaper ‘Forward’, and Bose became the editor later. For Bose, the meaning and purpose of life was very simple: to seek freedom from bondage of every kind. From journalist to congress president 
	
 
 
 
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 Credits: IANS After becoming the editor of Forward, apart from writing against the Raj, he organised a boycott in Calcutta during Prince of Wales’ visit. This landed him in prison. A year later, he criticised Mahatma Gandhi for cancelling the non-co-operation movement after the Chauri Chaura incident. During the incident, Indians set fire to a police station killing many Indians and Britishers alike. Bose kept moving from jail to jail between 1924 and 1938. In 1930, Bose became the mayor of Calcutta even as he was jailed. He was released after he got sick and needed to travel abroad for treatment. That is when he took his call for freedom to other shores. The most controversial political leader of his time 
 
 
 
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 In January 1938, he became the president of the Indian National Congress. And at Tripuri session 1939, he defeated Gandhi’s candidate, Patabi Sitharam Iyer, to win a second term. However, he distanced himself from Congress after the party’s ideology didn’t match his own. He formed the Forward Bloc to carry on his struggle. He started looking for allies outside India — and for that he escaped his house arrest in Calcutta and fled to Europe again. He met a Nazi leader who is known to have promised him assistance to weaken the British in India. Bose believed India could attain freedom if they fought against Britain during World War II. Following his idea, he freed several Indian freedom fighters in Europe to form a Mukti Sena. The Azad Hind Fauj and Bose 
 
 
 
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 The Azad Hind Fauz was formed in 1941 in Berlin and comprised of Indian prisoners of war from Europe and North Africa. In December, Japan marked the beginning of World War II in Asia after it attacked Pearl Harbour. The fall of Singapore during that time shook the foundation of British Raj across the world. Meanwhile, the Indian freedom struggle was at its final round after Gandhi called for the Quit India Movement in 1942. In 1943, Bose became the commanding officer for Azad Hind Fauz — the army which attacked Britishers a year later. His army was able to free several Indian areas including Parel and Tihim from the British. In September 1944, his famous dialogue “Tum mujhe khoon do mein tumhe azadi dunga” (Give me your blood, I’ll give you your freedom) triggered a new wave of patriotism. He established a provisional government of Azad Hind in 1944 with a slogan ‘Chalo Delhi’. Mysterious death and controversy behind it 
 
 
 
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 Amidst all this melee, just a few years before India became independent, Bose vanished. Japanese Domei news agency said Netaji Subhas Chandra Bose died on August 18 in a plane crash at the Japanese-controlled Matsuyama military airport in Taihoku (now Taiwan). The incident left many Indians in a state of shock and disbelief. Even after 75 years, the controversy surrounding the death of Bose refuses to die down. A few believe that he did not die during the accident. Other theories say that he spent his last days in Uttar Pradesh while some say he lived abroad. See also: <a href="https://www.businessinsider.in/thelife/personalities/news/delhi-chief-minister-arvind-kejriwal-achievements-ahead-of-delhi-elections-2020/articleshow/73145839.cms">Delhi Chief Minister Arvind Kejriwal⁠— the man with a knack for Carpe Diem</a> <a href="https://www.businessinsider.in/india/news/savitribai-phule-19th-century-indian-feminist-didnt-just-educate-women-she-helped-rape-victims-and-pregnant-women/articleshow/73071238.cms">This 19th century Indian feminist didn't just educate women— she helped rape victims and pregnant women</a>

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