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<ul><li>Cadbury India's <keyword id="12630053" type="General" weightage="20" keywordseo="kuch-khass-hai" source="Orion">Kuch Khass Hai</keyword> ad is doing the rounds again. </li><li>This time, a 10-year-old boy has recreated the advertisement to garner donations for <keyword id="11318155" type="General" weightage="20" keywordseo="SOS-Childrens-Villages" source="Orion">SOS Children’s Villages</keyword> India.</li></ul>Chatpat, a 10-year-old Influencer from the streets has been winning hearts on LinkedIn in his own unique style. He has been redefining street smart on LinkedIn and has now recreated Cadbury India's 'Kuch Khass Hai' ad to encourage the audience to donate to SOS Children’s Villages India. With his gang of friends, he is seen playing gully cricket in the streets, re-imagining the nostalgic ad in his own style. The masterstroke of this rendition however was the end of the film where he is seen calling out the brand Cadbury, to help him raise donations for SOS Children's Villages India. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> SOS Children’s Villages India is an independent non-governmental and non-profit organisation working for the holistic development of parentless children, women and children belonging to vulnerable families. <div type="javascript" title="Custom" contenttype="Video"><cdata><![CDATA[]]></cdata></div> Chatpat took audiences by the storm, with his ‘Chatpat Ka Gyaan’ videos, amassing more than 20k followers in less than two weeks. His videos, which are nuggets of street wisdom, are well appreciated by adults and widely shared by audiences. Last week, he was announced as the brand ambassador of SOS Children's Villages India, and the NGO is the only account that Chatpat follows. The NGO is the country’s largest self-implementing NGO in the domain of holistic childcare and development. Chatpat is also the one who welcomes you to the interactive donation website. Explaining each program in his own innocent style, and guiding you through the entire process, he makes the donation experience truly unique.

This 10-year-old boy recreated Cadbury's iconic ad to garner donations for SOS Children’s Villages India

<ul><li>The pandemic has sparked a flurry of <keyword id="6463276" type="General" weightage="100" keywordseo="nostalgia" source="Orion">nostalgia</keyword> ads and we are all for this trend.</li><li>Indian brands are capitalizing on nostalgia and memories to connect with their consumers and remind them of simpler times.</li><li>From Cadbury and CRED to Dunzo, brands are reviving what is old into new in their marketing campaigns.</li><li>We speak to creative folks from the <keyword id="35666" type="General" weightage="20" keywordseo="advertising" source="Orion">advertising</keyword> industry to find out why nostalgia works and how should brands go about it.</li></ul>It is summer and the clock strikes 11:30. You are late for school because you end up catching Tom and Jerry on TV. You have seen this episode, but you don’t want to move because you are curious to find out whether Jerry will fool Tom yet again. You are sipping on Rasana, there’s a light breeze from your 4-feet-tall cooler that makes a buzzing sound and your grandfather is yelling at you to turn off the TV as he relishes mangoes and reminds you that your school bus might arrive any minute. Cartoon Network’s Tom and Jerry pauses, a commercial takes over and a jingle plays in the background, “Kuch khaas hai hum sabhi mein” as you tie your shoelace and run to catch the bus. You might not have lived the exact memory, but I am sure it brings a smile to your face, from ear to ear and takes you back to the days when you were not constantly anxious about catching a deadly virus or losing your loved ones to it. Revisiting these old, simpler days has found a space in marketing yet again. Due to the pandemic, from CRED and Swiggy Instamart to Cadbury, brands are trying to evoke nostalgia to connect with consumers on an emotional level and reach out to the inner child in us that lived in a happier universe. Consumers have also found comfort in these ads in uncertain times. “Remember those old times when…” itself is a great hook that sparks interest and marketers are well aware of this tactic. Last month, <a href="https://www.businessinsider.in/advertising/brands/news/cadbury-dairy-milk-recreates-its-iconic-stadium-advertisement-with-a-wonderful-twist/articleshow/86284608.cms">Cabdury’s remake of its ‘Kuch Khaas hai’</a> ad from the 90s took the internet by storm. Social media was abuzz with conversations on gender equality and nostalgia. Then came Swiggy’s campaign that gave a twist to <a href="https://www.businessinsider.in/advertising/brands/news/swiggy-instamart-reimagines-5-stars-ramesh-suresh-and-colgates-kya-aapke-toothpaste-mein-namak-hai-ads/articleshow/86836261.cms">5 Star’s Ramesh and Suresh </a>and Colgate’s Kya Aapke Toothpaste mein namak hai ads and took us down the memory lane again. Pizza Hut brought back Anuradha Menon aka Lola Kutty of 90s fame and <a href="https://youtu.be/gADj-r1t08U">CRED’s ‘The OG’</a> ad with old cricketers made a lot of noise too. Debashish Ghosh, National Creative Director, 22feet Tribal Worldwide explained why nostalgia sells. He said, “Nostalgia is comfort food. It feels good and fond memories are linked to it. There is a deeper emotional glue. It's sticky. So it sells. A great example is one of the longest-running social media trend #throwbackthursday. Brands tap into it to help the audience remember their best memories from the past. Be it personal, popular or stuff of legend. Like famous moments, celebrities, old fads &amp; trends. And once they give it a new spin, they make a unique connection with that memory. It adds immensely to their brand metric and helps them foray into culture.” A <a href="https://static.billboard.com/files/2020/04/COVID-19-Entertainment-Tracker-Release-1-1586793733.pdf">recent study</a> exploring the effects of COVID-19 on entertainment industry and consumer behaviour revealed that more than half of today's consumers are finding comfort in old TV shows, films, and songs from their youth due to the pandemic. “Nostalgia is a time machine. An experience we don’t have access to in the present. It transports us to a time we want to live again,” said Parixit Bhattacharya, CCO, TBWA\India. Adding why nostalgia works magically for brands, he said, “Brands with a shared sense of history with the people they serve can reference nostalgia and rekindle the love. Of course, it works only when the audience is old enough to feel nostalgic about something. We now have two generations of people in the country who grew up with a few household brands over the years and have witnessed a massive change in the country. So these brands can dip into the deep well of shared memories to rekindle the love. While there are really no rules to this, a sense of shared history is crucial to land a potent connection. Nostalgia can lead to almost involuntary action; a bullet through the crevices of our past hitting a sweet spot for people and the brand. Therein lies the lure of Nostalgia. It is so potent it can actually inform the product strategy in some categories, not just stories in communication. On the other hand, Pinaki Bhattacharya, Chief Strategy Officer, Wunderman Thompson India believes that most of these ads were trying to make a timely statement. “Generally speaking, a throwback or referencing something popular from the past and setting it in a surprisingly different or new context can be an interesting device in storytelling. Of course, only if done right. Some brands have tried doing it in different ways recently- some very successfully while some were middling. Barring a couple, I don’t think most of the brands were trying to only evoke nostalgia- they did it, to either make a timely statement using a very memorable ad (say, CDM) or to find a quirky way to drive home their proposition (say, Dunzo). The bottomline is that brands don’t do this to just evoke memories from the past and make its consumers feel good- it has been used to meet the brand’s objectives in the current market and designed to be relevant and attractive for its current consumers,” said he. By invoking nostalgia around iconic ads, Swiggy Instamart managed to connect with both millennials and GenZ. Telling us more about Swiggy Instamart’s recreation of iconic ads, Ashish Lingamneni, Head of Brand at Swiggy said, “With the latest Instamart campaign, we partnered with our creative agency at Lowe Lintas who came up with a fresh concept to recreate iconic ads with a Swiggy Instamart twist. In our campaign, we pay homage to some of the most iconic ads of our times but depict a world where the product suddenly isn't available after all that build-up and Instamart comes to the rescue of the protagonist with instant delivery. Within a few weeks, these TVCs have become widely popular among viewers owing to their fun, cheeky and relatable nature." So, what’s the psychology behind nostalgia and which kinds of brands can adopt this unique kind of marketing strategy? Varun Duggirala - content creator, podcaster, entrepreneur and personal development pundit answered, “Products that have been universally present for a more extended period as a category or brand find it much easier to tap into nostalgia. Add to that a historical connection with pop culture ( music, movies, fashion, etc.) or an iconic piece of creative advertising around the brand, and it becomes all the easier. For newer product categories, especially tech, etc., it's more challenging to capitalise, but as we've seen with throwback phone models coming up, even many mainstream tech product categories have been around long enough to capitalise.” When it comes to <keyword id="11335354" type="General" weightage="20" keywordseo="nostalgia-marketing" source="Orion">nostalgia marketing</keyword>, some brands go retro to transport you into a world that had a completely different style while some prefer paying homage to a historic event. Indian brands have also used nostalgia marketing to reminisce over an old, lost product -- for example Rola-Cola. It was relaunched after customers begged the brand to return the candies to the shelves. However, in their attempt of contemporizing an old ad or memory, brands often fail to retain the ad’s essence or they fail to give it a modern twist as per the current environment. When rolling out revived campaigns that might have worked wonderfully in the past, it is important to check that its values align with today’s audiences, both culturally and socially. Sometimes, even the most recalled ad can spark controversy and a brand should completely steer clear over many sexist ads that should remain in the 90s. So, if you’re considering the nostalgia route to gain traction with customers, Duggirala has some tips you should think about. He shared, “Any creative should first have a deep connection with two aspects, firstly- what is the cultural norm at this moment of time ( what do consumers believe in as core values and what is par for course in terms of discourse or dialogue) and what do consumers today believe in vs what they did in the time from the past. Secondly - it's essential to understand if the emotional core of the original resonates as strongly at this moment for a broader audience and their perception of the brand and its category at this moment. These two are the most essential guardrails to look at.” Ghosh also advised brands to find the brand connect and keep it simple. Sharing a list of things brands should keep in mind, he said, “Know your customer persona. Tap into your brand history if any. Find an interesting old concept but one that is not overexposed. Don’t belabour the connection. Make sure that the piece fits your brand and not the other way around. Keep it simple. Pick a single aspect of the old memory and let the audience relive it thoroughly. Keep the brand connect simple as well – a feeling, a benefit.”

Why are Indian brands transporting consumers to older times with their campaigns?

<ul><li>As we get closer to the new year, we bring to you a time capsule of 2021.</li><li>We look at some of the memorable campaigns from the year and discuss the common themes.</li></ul>The initial stage of the global pandemic brought in a lot of challenges for advertising agencies and brands. Agencies were producing ads on chopped-off budgets from the safety of their homes and really scratching their brains for creative ideas inside four walls. As the lockdown was lifted and the country opened its doors to all kinds of businesses in phases, there was hope in the air. Brands slowly started picking on consumer sentiment and upped their marketing budgets. With the beginning of 2021, a new year, consumers found a new sense of optimism for a better tomorrow and brands ensured that they offered a helping hand to consumers by spreading warmth through their advertising campaigns and telling stories of togetherness and bonding with family, friends and neighbors. With the second wave in April 2021, the progress reversed and brands slowed their marketing activities again but continued proving their resilience through their social media handles. When COVID was at its peak in April and June, several health institutions ran out of beds and oxygen supplies. Our social media feeds filled up with appeals for help -- looking for plasma donors, oxygen concentrators or ICU beds. During this period, Indian corporations, multinational brands and young home-grown start-ups stepped forward to do their bit and helped the country survive this phase. Thankfully, as the number of cases went down in August and the number of vaccine doses kept rising, consumer sentiments picked up. With each festival, things got a little better. So, as the country decorated their home to celebrate the homecoming of Lord Ram on Diwali, marketers went all out. After a long-dry spell of a year and a half, brands ensured that they didn't miss out on this opportunity to reconnect with consumers. The country found its hope to keep going and many brands decided to celebrate heroes who went unnoticed during the most difficult phase of the pandemic. With their heartwarming campaigns, they urged consumers to support small businesses and those who have been badly impacted by COVID-19. The pandemic also sparked a flurry of nostalgic ads and consumers loved the trend. Brands started evoking nostalgia to connect with consumers on an emotional level and reach out to the inner child in us that lived in a happier universe. These ads were like comfort food during unprecedented times. Brands also used their marketing communications to shine the spotlight on gender inequality and encouraged women to stand up for their rights. Overall, in 2021, themes of nostalgia, togetherness, resilience, women empowerment and hope emerged and made consumers smile. In no particular order, here are a few ads that stood out this year: Cadbury’s Kuch Khaas Hai remake | Agency: Ogilvy <div type="Youtube" id="z_OtC06ndUE" title="Cadbury Dairy Milk wishes #GoodLuckGirls to all those hitting it out of the park." thumbUrl="https://i.ytimg.com/vi/z_OtC06ndUE/mqdefault.jpg"></div> Bhima Jewellery’s Pure as Love | Agency: Animal <div type="Youtube" id="NtaLr_r8R2E" title="Bhima Jewellery. Pure as love." thumbUrl="https://i.ytimg.com/vi/NtaLr_r8R2E/mqdefault.jpg"></div> Vim’s Making Dishwashing Easy | Agency: Lowe Lintas <div type="Youtube" id="cWIo7lTfdqs" title="Vim Liquid | Making dishwashing easy (Hindi)" thumbUrl="https://i.ytimg.com/vi/cWIo7lTfdqs/mqdefault.jpg"></div> Tanishq’s Marriage Conversations | Agency: Dentsu Webchutney <div type="Youtube" id="wnZduCnSMpk" title="Marriage Conversations | Tanishq" thumbUrl="https://i.ytimg.com/vi/wnZduCnSMpk/mqdefault.jpg"></div> Swiggy Instamart | Agency: Lowe Lintas <div type="Youtube" id="NL7mq7kFLt8" title="Swiggy Instamart - Groceries delivered in 15-30mins" thumbUrl="https://i.ytimg.com/vi/NL7mq7kFLt8/mqdefault.jpg"></div> Mondelez’s Not Just a Cadbury ad | Agency: Ogilvy India <div type="Youtube" id="R3FnhpelBR0" title="Cadbury Celebrations | Not Just A Cadbury Ad" thumbUrl="https://i.ytimg.com/vi/R3FnhpelBR0/mqdefault.jpg"></div> Dove’s Stop the Beauty Test | Agency: Ogilvy India <div type="Youtube" id="jEpTa2cMl_I" title="Take the pledge to #StopTheBeautyTest | Dove" thumbUrl="https://i.ytimg.com/vi/jEpTa2cMl_I/mqdefault.jpg"></div> Tata Cliq Luxury | Agency: Havas Creative Group India <div type="Youtube" id="ZqHZKtbcjEA" title="Thoughtful Gifting Begins Here | Slow Commerce | Where Quality is Nurtured | Tata CLiQ Luxury" thumbUrl="https://i.ytimg.com/vi/ZqHZKtbcjEA/mqdefault.jpg"></div> Fastrack’s You Do You | Agency: Lowe Lintas Bangalore <div type="Youtube" id="0VGpbNQufjc" title="Own Your Inches - #FastrackYouDoYou" thumbUrl="https://i.ytimg.com/vi/0VGpbNQufjc/mqdefault.jpg"></div> Bournvita’s Get The Message | Agency: Ogilvy India <div type="Youtube" id="EkCtQT2yfig" title="Bournvita - Get The Message" thumbUrl="https://i.ytimg.com/vi/EkCtQT2yfig/mqdefault.jpg"></div> Nykaa’s Tum Hi Ho Nykaa | Agency: Sideways <div type="Youtube" id="9o57TH0ZjkU" title="Tum Hi Ho Nykaa | Brand Film" thumbUrl="https://i.ytimg.com/vi/9o57TH0ZjkU/mqdefault.jpg"></div> Mohey’s KanyaMaan <div type="Youtube" id="PmCSjllj7KU" title="Tradition wahi, soch nayi - #KanyaMaan" thumbUrl="https://i.ytimg.com/vi/PmCSjllj7KU/mqdefault.jpg"></div> Tinder’s Closure <div type="Youtube" id="6b-K9OzVo-c" title="Closure - A Film about Consent by Tinder | Ft. Kavya Trehan and Mrinal Dutt" thumbUrl="https://i.ytimg.com/vi/6b-K9OzVo-c/mqdefault.jpg"></div> Cult.fit’s Fitness Is Not An Option <div type="Youtube" id="xAB3CZC1BcI" title="Fitness Is Not An Option (cult.fit)" thumbUrl="https://i.ytimg.com/vi/xAB3CZC1BcI/mqdefault.jpg"></div> Vicks’ Touch of Care | Publicis Singapore <div type="Youtube" id="NHflsJrXKaI" title="Vicks - Care Lives On #TouchOfCare" thumbUrl="https://i.ytimg.com/vi/NHflsJrXKaI/mqdefault.jpg"></div> CRED’s Great for the Good <div type="Youtube" id="j8KpV-4_mRg" title="Great for the good | ft. Rahul Dravid | CRED" thumbUrl="https://i.ytimg.com/vi/j8KpV-4_mRg/mqdefault.jpg"></div> The Body Shop’s #BloodyNatural <div type="Youtube" id="6XVihCBaX-g" title="Periods are #BloodyNatural | Let's end period shame | The Body Shop India" thumbUrl="https://i.ytimg.com/vi/6XVihCBaX-g/mqdefault.jpg"></div> Prega News She Is Complete In Herself <div type="Youtube" id="X4mWIU-zcvQ" title="#SheIsCompleteInHerself - A Women’s Day Initiative by Prega News | Mona Singh (Hindi)" thumbUrl="https://i.ytimg.com/vi/X4mWIU-zcvQ/mqdefault.jpg"></div> Surf Excel’s Holi 2021 <div type="Youtube" id="MocKmftqNI8" title="Surf excel Holi 2021 | Jo dilon ko paas laayein, woh #RangAchheHain" thumbUrl="https://i.ytimg.com/vi/MocKmftqNI8/mqdefault.jpg"></div>

From CRED’s Indiranagar ka Gunda to Cadbury’s reimagined Kuch Khaas Hai, here are a few campaigns that stood out in 2021

<ul><li>Controversies have always been a part of the advertising industry and the year 2021 was no different.</li><li>The year was full of ups and downs and a lot of brands landed in trouble for hurting religious sentiments through their campaigns.</li><li>We look at the year gone by and some brand controversies that erupted in India.</li></ul>2021 was bitter-sweet for the Indian advertising industry. This year gave us beautiful campaigns such as Cadbury’s remake of the famous stadium ad with the wonderful jingle Kuch Khaas hai, CRED’s Indiranagar Ka Gunda that still continues to appear in memes on the internet, Bhima’s Pure as Love ad that challenged the status quo, to mention a few. However, it was also a year full of controversies. Many brands landed themselves in trouble and numerous campaigns had to be pulled off. It is not too difficult today for a small tweet to snowball into a boycott trend, something that is every marketers’ and agency’s nightmare. At the same time, when brands have a presence on social media, they start having an opinion or a voice. If brands err on the side of caution, they are simply selling products to consumers and not engaging with them on a personal level. There will always be users who support the brand for standing up and fighting for causes they believe in but there will also be those who would oppose them at the slightest disagreement. GenZ is also becoming increasingly aware of how advertising works and is able to separate grey from black. They view brands as a form of self-expression and to connect with them, brands are also expected to go beyond just selling their products. They are known to connect with brands that they feel are socially and environmentally conscious. So, while many experts advise brands to steer clear of religious topics or make any political statements, there’s also pressure on brands and companies to take firm stands on issues that matter to these young consumers. As brands try to find the balance between making the right statement and offending a majority in the coming year, here are a few brands who found themselves in troubled waters this year: Manyavar Bridal wear brand Mohey had released a commercial that aimed to offer a fresh perspective to the Hindu wedding ritual 'Kanyadaan.' With its campaign featuring Alia Bhatt, Mohey promoted women empowerment and gave a more gender-sensitive touch to the age-old tradition of ‘Kanyandaan’ in Hindu weddings and insisted on bringing in ‘Kanyamaan’ instead. “Through the film, Mohey’s brand ambassador Alia Bhatt questions the conventional beliefs that require a daughter to conform to being ‘given away’ at her wedding. She makes a choice on her wedding day to rethink rituals, stating what Kanyadaan means in modern times, making it more equal and progressive for her present and future generations,” explained its press release. However, this campaign did not sit well with Twitter users. It flared up a controversy on social media and the hashtag #BoycottManyavar started trending on Twitter. The trolls slammed the ad for mocking Hindu traditions. <div type="Youtube" id="PmCSjllj7KU" title="Tradition wahi, soch nayi - #KanyaMaan" thumbUrl="https://i.ytimg.com/vi/PmCSjllj7KU/mqdefault.jpg"></div> Cadbury beef row Mondelez India had found itself in a soup too after a few screenshots surfaced on Twitter suggesting that its Cadbury Dairy Milk may contain gelatine derived from beef. Trolls were quick to call for a boycott on all Mondelez products but some users even pointed out that the screenshot being shared is that of Cadbury Australia’s website. <div type="twitter" handle="DairyMilkIn" handlename="Cadbury Dairy Milk" image="http://pbs.twimg.com/profile_images/1327255370444668928/1NjkNhJE_normal.jpg" favoritecount="963" retweetcount="241" status="https://t.co/798qgPozsF" createdat="1626616484000" id="1416758336909840387"></div> The chocolate and snacks giant later clarified that its products in India are all vegetarian. It said that the screenshots circulated were of the company’s products sold overseas. FabIndia Clothing brand FabIndia was criticised for its collection named 'Jashn-e-Riwaaz.' Twitterati alleged that the campaign purposely tried to hurt religious sentiments by associating the name ‘Jashn-e-Riwaaz’ with Diwali, a Hindu festival. They even had a problem with women not wearing their badges of being married such as bindis, bangles and sindoor. Tejasvi Surya, MP and National President of the BJP Yuva Morcha had tweeted, “Deepavali is not Jash-e-Riwaaz. This deliberate attempt of abrahamisation of Hindu festivals, depicting models without traditional Hindu attires, must be called out. Brands like Fabindia must face economic costs for such deliberate misadventures.” Soon after that tweet, FabIndia deleted its post across social media and renamed its collection to ‘Jilmil-si-Diwali.’ Sabyasachi The designer brand was trolled heavily for allegedly hurting religious sentiments by promoting their ‘Royal Bengal Mangalsutra,’ which is a part of their Intimate Fine Jewellery line. The ace designer behind it, <keyword id="7202" type="General" weightage="20" keywordseo="sabyasachi-mukherjee" source="Orion">Sabyasachi Mukherjee</keyword>, decided to withdraw the campaign after it triggered an avalanche of online trolling for hurting religious sentiments. He retracted his campaign after Madhya Pradesh’s Home Minister Narottam Mishra issued a "24-hour ultimatum" and threatened to send the "police force." <div type="image" title="Sabya and mangalsutra ads" msid="88322071" hostid="261"></div> Dabur’s Fem In the same week, Dabur’s Fem Cream Bleach advertisement stirred a boycott trend for showing a same-sex couple celebrating the Hindu festival of Karva Chauth. <div type="Youtube" id="-yu4_BIPkXU" title="Fem Ad on Karwa Chauth | Dabur Fem Controversial Ad | Viral Video" thumbUrl="https://i.ytimg.com/vi/-yu4_BIPkXU/mqdefault.jpg"></div> CEAT CEAT Tyres was criticised for an ad featuring Aamir Khan in which the actor was seen advising people not to burst crackers on Diwali. <div type="Youtube" id="wm4kOghHQ24" title="Switch to CEAT SecuraDrive | Aamir Khan- Cricket" thumbUrl="https://i.ytimg.com/vi/wm4kOghHQ24/mqdefault.jpg"></div> Zomato Zomato landed in a controversy in October after a customer from Tamil Nadu alleged he was denied a refund for a missing item in his order as he didn't know the ‘national language’ Hindi. Soon, a massive backlash followed on Twitter with many slamming the food delivery app for imposing Hindi on its customers. This also led to hashtags "Reject_Zomato" and "ZomatoSpeakTamil" trending on top. Fortune oil When Sourav Ganguly, BCCI President and Former India Cricket Captain, suffered a mild heart attack in January, netizens happened to re-discover his old ad endorsing Fortune's Cooking Oil. It then triggered a slew of tweets and jokes with people questioning the effectiveness of the oil and also wondering how the brand will tackle this crisis. <div type="twitter" handle="arifaajakia" handlename="Arif Aajakia" image="http://pbs.twimg.com/profile_images/1463855466463862798/ZR5EoEHM_normal.jpg" favoritecount="161" retweetcount="13" status="Dada, get well soon. We love you. You are a tiger, you will come back roaring. @SGanguly99 https://t.co/F5rkPAlmNE" createdat="1609734280000" id="1345949241093586946"></div> On Valentine’s day this year, the brand published an honest print ad clarifying that there are many factors that can affect our heart's health. Adani Wilmar’s Fortune rice bran cooking oil was the only brand that did not bow down to trolls. <div type="twitter" handle="FortuneFoods" handlename="Fortune Foods" image="http://pbs.twimg.com/profile_images/1230878437541371904/69ad0EW2_normal.jpg" favoritecount="15" retweetcount="2" status="Dada made a healthy comeback, as he always does! Here's a 'heart' felt message from him on Valentine's Day. Let's h… https://t.co/Je2cGatoz8" createdat="1613277036000" id="1360808636755320837"></div>

From Manyavar’s Kanyadaan to Cadbury’s beef row, here are a few brands that found themselves in trouble in 2021

<ul><li><keyword id="13204479" type="General" weightage="100" keywordseo="chatpat" source="Orion">Chatpat</keyword>, a 10-year-old Influencer from the streets, has been winning hearts on the internet for his unique style.</li><li>From recreating Cadbury's Kuch Khaas Hai to partnering with Raftaar, Chatpat has been encouraging the audience to donate to SOS Children’s Villages India.</li><li>We speak to FCB Group India's <keyword id="793905" type="General" weightage="20" keywordseo="swati-bhattacharya" source="Orion">Swati Bhattacharya</keyword> and <keyword id="540819" type="General" weightage="20" keywordseo="kinnect" source="Orion">Kinnect</keyword>'s Kartikeya Tiwari to find out what went behind bringing this fictional character alive and discuss different phases of the campaign.</li></ul>In a sea full of digital creators, one influencer stands out. He goes by the name ‘Chatpat’ and is popular for sharing street wisdom on LinkedIn. He was quick to rise to fame, as he says, “Anna ke tapri seh Insta ki nagri, Public ka support har jagah!” Another reason why people love him is because Chatpat is a just 10-year-old boy who shares tips on living rent-free in Mumbai, how to get foreign aid, how to ask for a raise, how to ensure mental wellness for your team and we all could use a Chatpat in our life! With these enlightening videos on LinkedIn, which are targeted at working professionals and corporates, little Chatpat is trying to raise funds for the NGO SOS Children’s Villages. “The media strategy was to not spend money,” Kinnect's National Creative Director, Kartikeya Tiwari told Advertising and Media Insider when we asked him why the agencies, Kinnect and <keyword id="2971959" type="General" weightage="20" keywordseo="fcb-india" source="Orion">FCB India</keyword>, chose LinkedIn to launch Chatpat. “Our strategy in everything was to not spend money but make money happen for SOS donations,” added Tiwari. The campaign, while born in adversity, became a huge opportunity for SOS Children’s Villages. The agencies kept their ‘whims and fancies’ aside, said Tiwari, and prioritised starting a conversation and raising donations on almost zero budget. They needed a strong idea that could be impactful and have a long cycle. So, after launching Chatpat, in phase two of the campaign, Chatpat started recreating some iconic advertisements with his gully gang to get attention from corporates. He played Jim Sarbh for CRED, he danced like the Liril Girl at a Dhobi Ghat, twirled like Nirma Girl and shocked the public again with Tide’s ‘Safedi campaign.’ In return, he asked these brands to donate to SOS Children’s Villages. “Maine tumhare brand ke liye yeh banaya, ab aap mere brand ke liye kuch karo,” requested Chatpat in every recreated advertisement. Exceeding their expectations, Chatpat’s advertisements got viral in a few days and has been winning hearts on LinkedIn since December 2021. Swati Bhattacharya, Creative Chairperson, FCB India said that she firmly believed that love will find a way. “So the task was to create a campaign that gives visibility and makes corporates donate. With no budget and a task like this, we knew we need an influencer and we couldn’t afford an influencer. So, that’s how the sparkly idea of ‘let’s create an influencer’ was born,” shared Bhattacharya. While Bhattacharya has worked on many viral campaigns, she said that she has never seen numbers move the way they did with Chatpat’s videos. Played by a Mumbai-based boy Akul Badoni, Chatpat’s videos amassed more than 20k followers in less than two weeks. “The magic word for us is ‘organic.’ The magic was organic reach, organic shareability and organic love. The fact that we got the earned media is the winning validation for us,” said Tiwari. The campaign got organic attention from Kusha Kapila, Tanmay Bhat, Rhea Chakraborty, Divine, Raftaar, to mention a few. “With this, we knew we were in the right direction. Corporates are also human beings and after the first phase, he started earning a place in India’s hearts, then we were fairly confident that we will be able to open the heartstrings and the purse strings of the corporates,” said Bhattacharya. Bhattacharya and Tiwari further told us how challenging it was to work with a team of kids and discussed different phases of the campaign. <div type="Video" msid="89666905" hostid="261" title="Behind the ads: How FCB India and Kinnect launched a 10-year-old influencer to raise donations for SOS Children’s Villages India" dataSource="BUSINESSINSIDER" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=89666905"></div>

How a 10-year-old LinkedIn Influencer Chatpat took the internet by storm by recreating iconic Cadbury, Tide and Liril ads

Let’s face it- all of us have wondered at some point in our lives how wonderful it would be to work at a company that makes <a href="http://www.businessinsider.in/searchresult.cms?query=chocolate&amp;sortorder=effectivedate">chocolate</a>. I mean, think about it, all you’d be doing is working towards giving the world and its inhabitants more chocolate and hopefully in the process, munch on some yourself too. 
 
But, enough with the wondering- On the occasion of <a href="http://www.businessinsider.in/searchresult.cms?query=world+chocolate+day&amp;sortorder=effectivedate">World Chocolate Day</a> (yes, it’s today) Business Insider decided to find out for once and all how it actually is to work at a chocolate company. 
 
Figuring out which chocolate company to seek answers from wasn’t difficult either. We just thought of our favourite chocolates and memories associated with them while growing up and we just knew which company we were looking for. 
 
Whether it’s <a href="http://www.businessinsider.in/searchresult.cms?query=cadbury+diary+milk&amp;sortorder=effectivedate">Cadbury Dairy Milk</a> that is reminiscent of your childhood memories with its Kuchh Khaas Hai, Kuch Meetha Ho Jaaye campaigns or the <a href="http://www.businessinsider.in/searchresult.cms?query=cadbury&amp;sortorder=effectivedate">Cadbury</a> Celebrations pack which continues to brighten your festive occasions or the indulgent dark chocolate, <a href="http://www.businessinsider.in/searchresult.cms?query=bournville&amp;sortorder=effectivedate">Cadbury Bournville</a> or 5-star, the small pack of goodness, the company behind them all- <a href="http://www.businessinsider.in/searchresult.cms?query=mondelez+india&amp;sortorder=effectivedate">Mondelez India</a> has been spreading delicious moments of joy in our lives for more than six decades. 
 As I take a bite of my <keyword id="6399124" type="CITY" weightage="100" keywordseo="Cadbury">Cadbury</keyword> Bournville, I shudder to think what our lives would have been had Mondelez not existed; which is why we decided to find out how it would have been to be an employee at <keyword id="2200852" type="COMPANY" weightage="100" keywordseo="Mondelez-India">Mondelez India</keyword>. 
 
And as I soon find out, Mondelez India is committed to make the lives of their employees as sweet as their products. 
 
Employees Are Kings: 
 
To start with, the company is of the belief that the career paths of an employee should be in his hands and not the company’s. Keeping that in mind, they’ve started a unique platform called Growing @ Mondelez that runs every 6 months and exposes employees to experience sets where they can feed in their target roles and see the multiple routes (roles, rotations or projects) that have to be undertaken to achieve that desired role. 
 
Hence, just like custom made snacks, Mondelez employees can custom make and shape their own careers based on their passions. 
Additionally, the company’s talent mobility program has helped the company learn about their employees’ exposure in varied markets and role better. As a result of this, today there are innumerable examples of Mondelez India colleagues who are now placed in Global and Regional roles. 
 
 
 One such instance is <keyword id="1337106" type="PERSON" weightage="100" keywordseo="Nikhil-Rao">Nikhil Rao</keyword>, who is currently the Global Brand Equity Director, Cadbury Diary Milk. Rao had joined Mondelez India in 1999 and held various roles in Sales &amp; Marketing. He also has had significant achievements including the launch of <keyword id="570619" type="UNKNOWN" weightage="100" keywordseo="Cadbury-Dairy-Milk">Cadbury Dairy Milk</keyword> Silk, Cadbury Bournville and leading campaigns such as Cadbury Dairy Milk – Shubh Aarambh and Cadbury 5 Star – Ramesh &amp; Suresh. 
 
“I look back at my stint in India, as a great training ground- experiences that have shaped my learnings and enabled my growth into the global role I handle today ,” said Rao when we asked him about Mondelez India’s work-culture. 
 
Cool Office: 
 
 
 
It also helps that Mondelez India also has a pretty cool office. The energy of the brand is reverberated even from the office walls, which are covered with quirky branding of its products. 
 
Diversity Matters: 
 Then there’s the fact that the company has ensured that diversity is at the heart of its business. All it policies ensure a level playing field for both men and women. Infact, Mondelez India is one of the first <keyword id="22917" type="CITY" weightage="100" keywordseo="Companies">companies</keyword> to have voluntarily adopted a gender diversity policy six decades back. 
 
This is evident from their new parent’s policy which entitles women employees to take up to 6 month maternity leave with 15 months of flexi-work timings and male colleagues to avail 10 days paternity leave with 12 months of flexi-work timings. The best part is that this policy also formally covers even alternative forms of parenthood like adoption, surrogacy and provides 6 months paid leave to single parents. 
 
Chocolate Taster: 
 
And, we haven’t even come to the best part of working for this company. As we found out, at Mondelez, it is not just regular corporate work; they have some unique designations like a chocolate taster. Eating chocolate for a living is probably the sweetest way to earn a paycheck, wouldn’t you agree? 
 
Opportunities galore: 
 
 
 
 
From the looks of it, the aim of Mondelez India is to create a future ready organisation while being strongly rooted in its legacy. The company believes in facilitating development opportunities that enable its employees to become global leaders of tomorrow. 
 Take for example, their iTaste program (includes various functions like HR, Manufacturing, Sales &amp; Marketing etc.) at the entry level creates a signature experience for recruits to help fast-track their careers. A number of people in its leadership team and extended leadership team are iTasters. One among them is <keyword id="3025811" type="UNKNOWN" weightage="100" keywordseo="Chella-Pandyan">Chella Pandyan</keyword> from the Country Leadership Team at Mondelez, who rose from the position of an iTaster to a role today where he heads the Biscuits category as Associate Director, Marketing, Biscuits India and Kids Fuel AP. 
 
Woah. This is one beautiful place to work at. We'd give up our jobs in a heartbeat for Mondelez India.

On World Chocolate Day, we find out how it is like
to work at Mondelez India

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

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

<ul><li>When you are fighting a never-ending battle against age-old norms and working towards building an inclusive future for all genders beyond the binary, every small step counts.</li><li>This listicle is an effort to appreciate brands and advertising agencies that gave under-represented communities a much-needed chance to voice their concerns through their advertising campaigns.</li></ul>The first half of 2021 gave us some unpleasant personal memories that we all want to bury but the second half gave us some incredible campaigns that pushed the advertising and marketing industry a step forward towards inclusivity. These campaigns gave us hope that there will be a better tomorrow and reminded us to keep believing in ourselves. Some brand campaigns were like a warm hug that made us miss our childhood days -- when we didn’t have to worry about hustling remotely and catching a deadly virus -- and some encouraged us to keep fighting for gender equality. According to a study conducted by Cannes Lions and Google, consumers in APAC want to see more groups represented in marketing, and there’s a <a href="https://www.thinkwithgoogle.com/intl/en-apac/feature/year-in-search-for-brands/">strong appetite for more inclusive content</a>. But as per their research, it seems not enough inclusive content is being created. Only 1 in 5 consumers feel represented in the ads they see. The same research found that male characters in ads are significantly more likely to be shown as having an occupation than female characters (25.5% compared with 16.7%) and are shown as funnier than female characters (22.1% compared with 15.4%), while female characters are more sexualized than male characters — female characters are 4X more likely to be shown in revealing clothing than male characters (10.8% compared with 2.25%). However, there’s still hope. The Indian advertising and marketing world has taken a few baby steps towards gender equality and inclusivity this year. In this listicle, we look at a few brand campaigns that challenged regressive gender and cultural notions in an attempt to make a difference. UNAIDS’ The Mirror | Agency: FCB India The film, ‘The Mirror,’ portrays a young boy who is pouting and opts out of playing with other children during a big Indian kite festival. His mother eggs him on but he sneaks off downstairs alone. He drapes himself in a woman’s scarf, and smiles as he sees his reflection in a mirror. Moments later, his mother and his grandmother catch him dancing dressed up. The music track stops, and the women stare at the boy. A few seconds of dread pass by and suddenly the women join him. This advertisement by FCB India and UNAIDS highlighted how gender diversity is not a lifestyle choice but an inherent right of all people. Gender stereotypes, especially towards LGBTIQ+, lead to stigma and discrimination. This is more pronounced in children and adolescents as diversity among them is not commonly understood and society puts massive pressure on them to conform to assigned gender norms at birth. <div type="Youtube" id="oulxCQeZtDo" title="The Mirror" thumbUrl="https://i.ytimg.com/vi/oulxCQeZtDo/mqdefault.jpg"></div> Bhima’s Pure as Love | Agency: Animal Bhima Jewellery's ad shows us the journey of a brooding, unshaven boy who, thanks to the love and support of his loving, supportive family, transforms into a happy, confident young woman. The story is told with such simplicity and so much sensitivity that you rejoice with the character by the end of the film. What works in favor of the brand is, its inclusion in the story doesn’t feel forced. It is just seamlessly a part of the narrative. The young man is slowly growing more accepting towards himself, there is a lot of acceptance from everyone around him too. The film is full of love and the jewellery is just a part of the narrative. It is present, almost in every frame, but never the main focus. <div type="Youtube" id="NtaLr_r8R2E" title="Bhima Jewellery. Pure as love." thumbUrl="https://i.ytimg.com/vi/NtaLr_r8R2E/mqdefault.jpg"></div> Elegant Steel’s Nari Shakti - The Steel Within | Agency: FCB India Launched during Navratri, this campaign pointed out how the irony of celebrating Nari Shakti and female power for the nine days is very stark. Because for the rest of the year, we get busy dis-empowering her. How this biased narrative is maintained is through words. Cruel words, words aimed to put you in boxes, words to shame, words to make sure you never ever discover your true power within. When even one woman, refuses to succumb to this narrative, the swords and the pitchforks come out. Because you see, one woman freeing herself from the narrative, can inspire millions to break free, refuse to be cowed down and write their own story. This campaign celebrates women and the power they find within themselves to fight for a seat at the table and hopes for a better future for them. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> Mohey’s Kanyamaan In India, weddings are all about rituals and traditions that bring about a happy union. These age-old Hindu rituals have been an intrinsic part of our society and one of the most important being ‘Kanyadaan.’ Questioning this outdate practice, Alia Bhatt and Mohey’s ad aimed to promote a more inclusive and equal space for women in marriage and in life. It strives for a balance between tradition and equality. Through the film, Alia talks about a new idea that creates a union between the ritual itself and its underlying thought process placed in modern context. However, the campaign did not well with social media trolls. They called for a boycott on the brand for targeting Hindu religion but the brand did not bow down. The campaign was an important reminder that we need to take another look at regressive practices that benefit patriarchy. <div type="Youtube" id="hUNAMOCocDE" title="Alia Bhatt Mohey Manyavar Ad TVC" thumbUrl="https://i.ytimg.com/vi/hUNAMOCocDE/mqdefault.jpg"></div> Vim’s Nazariya Badlo, Dekho Bartano Se Aage | Agency: Lowe Lintas The TVC was a story of a prospective matrimonial arrangement, where the ‘independent guy’ under the implicit assumption that it is the wife’s job to cook and clean, tries to impress the girl by offering to ‘help’ her with cooking. The girl immediately offers to ‘help’ him with dishes, gently nudging him to be independent in household chores as well, as she could get late from work. The boy’s initial shock and eventual change of perspective drives home the campaign message of ‘Nazariya Badlo, Dekho Bartano Se Aage’. The girl in the ad is not only ‘more than her chores’ but also a change-maker who calls for equal partnership. <div type="Youtube" id="cWIo7lTfdqs" title="Vim Liquid | Making dishwashing easy (Hindi)" thumbUrl="https://i.ytimg.com/vi/cWIo7lTfdqs/mqdefault.jpg"></div> Saffola’s Rakhna Heart ka Khayal | Agency: Mullen Lintas Moving away from the stereotypical gender role of a woman taking care of the husband and the family’s health, Saffola’s film reversed gender roles and showcased a modern couple where the husband is looking after his wife. It portrays the husband as the one who is concerned about the stress his wife goes through at work and its impact on her heart. While he cannot take away her stress, no matter how much he would like to, he does what’s in his control to take care of her heart. With this ad, Saffola and Mullen Lintas challenged the stereotypical FMCG ads we are tired of seeing. <div type="Youtube" id="VHqQwPCAT10" title="Saffola Gold Stress Film|Hindi|30sec" thumbUrl="https://i.ytimg.com/vi/VHqQwPCAT10/mqdefault.jpg"></div> Boondh’s UnGender Menstruation | Agency: Schbang Menstruation has historically been a taboo subject in India. In recent times, while a lot of conversation has driven the discourse out into a space of open discussion, most of it has been led by cisgender women. The highly feminised language around menstruation has caused thousands of non-cisgender-women menstruators to wake up and still feel incorrect about a physiological process that doesn’t define their identity. To tackle the lack of representation in this space, Schbang For Good, the impact communication division of Schbang and Boondh Social Foundation had collaborated on Menstrual Hygiene Day, to shed light on the experiences of menstruating people who do not identify as cis-woman and highlight the shared struggles of every menstruator. Cadbury’s Kuch Khaas Hai | Agency: Ogilvy India Who hasn’t heard about Cadbury’s remake of Kuch Khass Hai ad? This campaign by Ogilvy India started a conversation on nostalgia and gender equality. The ad reversed the gender roles and normalised men showing emotions and cheering for their women partners. <div type="Youtube" id="z_OtC06ndUE" title="Cadbury Dairy Milk wishes #GoodLuckGirls to all those hitting it out of the park." thumbUrl="https://i.ytimg.com/vi/z_OtC06ndUE/mqdefault.jpg"></div> Dove India’s StopTheBeautyTest | Agency: Ogilvy Dove’s StopTheBeautyTest film walked us through hard-hitting, real stories of beauty-based judgment and rejection faced by women during the matchmaking process, and the impact this has on their self-esteem. <div type="Youtube" id="E3kWzRB6Yy8" title="Dove | #StopTheBeautyTest (Hindi)" thumbUrl="https://i.ytimg.com/vi/E3kWzRB6Yy8/mqdefault.jpg"></div> Swiggy’s Women’s Day ad Swiggy’s campaign aimed to bring about a change in the objectionable images of women that pop up when one searches for the term ‘Desi Masala.’ Swiggy urged its users to flood the Internet with posts and pictures tagging authentic Indian spices on websites, blogs, forums, and social media platforms that will help get rid of the lurid connotation that currently exists. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> WeWork’s Women Day ad This campaign showed how stereotypes and biases at the workplace still haven't changed across the world. <div type="Youtube" id="9RMIdAEYLnE" title="WeWork India | International Women's Day 2021" thumbUrl="https://i.ytimg.com/vi/9RMIdAEYLnE/mqdefault.jpg"></div>

10 Indian campaigns that made great strides towards gender equality and inclusivity in 2021

<ul><li><keyword id="212023" type="PERSON" weightage="20" keywordseo="Rajeev-Raja">Rajeev Raja</keyword>’s unique agency, <keyword id="1127662" type="PERSON" weightage="20" keywordseo="BrandMusiq">BrandMusiq</keyword> has been creating MOGOs (musical logos) for brands to help them differentiate themselves</li><li>A lot of brands believe that the future is sonic and therefore having a <keyword id="8248210" type="UNKNOWN" weightage="20" keywordseo="sonic-identity">sonic identity</keyword> is critical to reach out to consumers and build a connect</li><li><keyword id="3150977" type="PERSON" weightage="20" keywordseo="sonic-branding">Sonic branding</keyword> helps build brand identity, consumers are able to identify with a simple tune and associate it to the brands</li><li>The increase of voice assistants in houses across the country has also opened up a lot of opportunities for brands to reach out to its consumers</li></ul> Remember the days when a song would play on the radio or TV and you would immediately associate it with a brand? Like Cadbury Dairy Milk’s iconic ‘Kuch Khaas Hai’ jingle, or Britannia and Titan’s signature tune? Music has always played a critical role in helping build a brand’s identity. However, while with the years, we have been hearing less and less of jingles that actually stick to our memories, brands are again trying to use the powerful tool of music to stand out in an otherwise cluttered world. <keyword id="830092" type="COMPANY" weightage="20" keywordseo="Zomato">Zomato</keyword> became the latest platform to launch its musical logo. Users will get to hear this new signature tune on Zomato’s app. Earlier in the year, <keyword id="6368201" type="UNKNOWN" weightage="20" keywordseo="mastercard">Mastercard</keyword> was in the news for launching its new sonic brand identity. The melody would play whenever consumers used their cards in physical, digital and voice environments. Even HDFC has a sonic branding of its own. Google Pay uses a sound everytime you transfer money. The aim of all these brands has been to establish an emotional connect with its consumers, and come up with a catchy tune that can be immediately recognized. What’s the appeal of sonic branding? Rajeev Raja, who is known for his illustrious 25 years in advertising, is also known in the industry for his parallel career of a musician. He started BrandMusiq in 2012 to bring his two passions – advertising and music, together. BrandMusiq specializes in making the use of sounds and music to give brands a unique identity. BrandMusiq has been helping brands come up with their MOGOs, which stands for musical logos. The last few years have seen a big uptake in the number of brands opening up to the possibilities of sonic branding. Raja feels there are a few overarching reasons for that. He explains, “People’s changing habits of media consumption is slowly leading to this change. Earlier, if a brand had money, TV would help them get the reach. But today, if you look at the media consumption habits of millennials, they are essentially looking at their phone screen, iPad or laptop. So the predominance of TV is slowly coming down.” In the past, jingles have been effective in helping brands make a way for itself, and creating an identity. However, things are a little different now. Raja elaborates, “The 30-second jingle still has a role a play to play for brands that need TV for its reach, like FMCG brands. However, digital is now an increasingly important medium too but attention spans are very low on digital. So a 30-second piece of music becomes too long to be used online. Also with the digital explosion and more and more apps coming in, there is a lot of functional, navigational use that a MOGO can achieve for a brand.” The MOGO that BrandMusiq created for Zomato will be used across brand touchpoints including advertising, in the app and as notifications to their partners - restaurants and delivery executives. How brands are striking the right chord What are the benefits that brands are deriving out of sonic branding? What is it that they are trying to achieve by investing in an audio identity? And will consumers actually be able to remember a brand by its sonic identity? A few prominent brands that have invested in sonic branding answer some of these questions. Explaining why Zomato, that already has a very strong digital presence, think of going for a sonic identity, <keyword id="237440" type="PERSON" weightage="20" keywordseo="Gaurav-Verma">Gaurav Verma</keyword>, CMO - Branding, Zomato says, “We believe that the future is increasingly going to be sonic. We realized that a number of important transactions are happening behind the screen, like order acceptance, delivery partners reaching the destination; this allows for consumers to get updates without having to lift a finger. We want the Zomato audio signature to be something that consumers instantly recognize, just like they would our logo and visual design.” The platform believes that the addition of a sonic identity will make help improve the user experience. “When your delivery partner arrives, the distinct sound would notify you to be ready at the doorstep to collect the order without looking at your phone,” elaborates Verma. For a brand like MG Motor that entered India recently, the task was to create a differentiation for itself in whichever way they could. And sonic branding helped them do just that. Explains <keyword id="8248211" type="UNKNOWN" weightage="20" keywordseo="Udit-Malhotra">Udit Malhotra</keyword>, Lead, Digital Marketing, MG Motor, “When MG entered India in 2017, the brand was not known and we entered with a clean slate. We had the opportunity of creating our identity from scratch. We came from a school of thought that music holds one of the strongest cognitive resonances. While visual identity is important, a brand’s sonic identity conveys the story, enhances emotional connection and builds attribution. The power of music transcends language, culture and everything visual. MG’s unique legacy and focus on innovation have passed the test of time for over 9 decades. As we enter the latest phase of our brand evolution, it made sense to have these two unique aspects reflected in one cohesive sonic identity. The anthem does just that. It infuses modern sounds such as ‘trap’ and ‘neo-electronica’ with timeless brass arrangements such as the saxophone.” And do consumers resonate with the brand’s anthem? Malhotra believes they do. “The anthem has received tremendous response from our customers and partners. It’s heartening when you hear your customers use the MG anthem as their ringtone! The Anthem is currently used across our various touchpoints including our 24*7 helpline – MG Pulsehub, all our nationwide dealerships and every piece of content that we create across our platforms including digital, TV and print.” However, building an identity, sonic or otherwise, does not happen overnight. It takes time for any kind of brand to build a connect with its audience and Mastercard is cognizant of this fact. When asked if they have been able to achieve what they had aimed to by investing in a sonic branding, <keyword id="2998893" type="PERSON" weightage="20" keywordseo="Manasi-Narasimhan">Manasi Narasimhan</keyword>, Vice President, Marketing and Communications, South Asia, Mastercard says, “Success cannot be measured overnight. The journey to make its sonic identity as recognizable as its visual identity, which 80% of consumers worldwide recognize, will take at least three years. Realistically, maybe four or five years. With 210 countries around the world, about 50 million merchants and about 1.8 billion consumers, it will take time. We do not want to do everything by tomorrow; we want to test it carefully and roll it out and go deeper.” As the digital world keeps expanding, brands will only have more and more touchpoints to build a connect with their audience. Google recently reported that there has been a 270% year-on-year growth in voice queries in India. As more and more voice assistant devices find their way into people’s homes, sonic branding is only set to get more important, to give brands an edge and to ensure that consumers remember and recognize them, whenever they see or hear them.

How Zomato, MG Motor and Mastercard are using the power of sound to build a unique connect with their audience

The Indian snack market is witnessing a ‘French’ revolution of sorts. French fries have turned out to be the fastest growing snack food, not just across fast-food chains but also at modern retailers and frozen food manufacturers. In fact, the <keyword id="47445" type="UNKNOWN" weightage="40" keywordseo="Indian-market">Indian market</keyword> for French fries is growing at an annual rate of more than 30%. Fast food chains like McDonald’s and KFC have declared that French fries are among their top three billing items and the largest selling side dish. Retail chains like <keyword id="6357823" type="COMPANY" weightage="40" keywordseo="Big-Bazaar">Big Bazaar</keyword>, More and Spencer’s have also said that the frozen RTE French fries are among the largest selling snack items in their stores. 
 
Going by this trend, it can be said that French fries are fast replacing hugely popular potato snacks like aloo parantha, aloo pakoda and vada pav, at least in urban households. That’s not surprising as it is a convenient snack that can be easily shared in a country where har ek friend zaruri hota hai and asli maza sirf sab ke sath ata hai. Then they are easily dippable in ketchups and other condiments (and that adds to the taste). Besides, they are easy to cook or buy. In the west, French fries sold by the fast food chains in small paper sacks are hugely popular and account for about half of the potatoes sold in the US. In India, the concept is totally new, but for a food-crazy nation, anything that is tasty and convenient stands strong and becomes our own. 
 
We have seen such things before. The traditional gift of sweets is giving way to chocolate, thanks to Cadbury insisting on – kuch meetha ho jaye. Similarly, French fries are fast replacing the pakoda. The country has seen many tasty snacks making their way from our kitchens to fast food chains – items like thepla, parantha, pakoda and more. But the French fries have started a reverse <keyword id="6374782" type="UNKNOWN" weightage="40" keywordseo="journey">journey</keyword> – they are entering our kitchens from the fast food chains. To some extent, they have even replaced chips and noodles, which are immensely popular among kids and young people. 
 
Retailers claim that overall sales of frozen French fries brands like McCain, Sumeru and Al Kabeer are growing at about 30-40%, sometimes accounting for about 70% of the total potato-based frozen snack sales. Potato-based frozen snacks also include paranthas, cutlets, patties, etc. 
 Today, the Canadian firm <keyword id="399961" type="ORGANIZATION" weightage="40" keywordseo="McCain-Foods">McCain Foods</keyword> is the world’s largest manufacturer of French fries and assorted potato snacks. McCains’ French fries and potato smiles are its fastest moving products in India, a category driven by the ease of cooking without compromising on the taste. 
 <keyword id="818773" type="ENTERTAINMENT" weightage="40" keywordseo="The-situation">The situation</keyword> is similar to how microwave popcorn, as a category, had taken the market by storm when it was introduced in India. Growing consumer awareness, taste preferences and higher freezer penetration are driving the frozen foods category. The frozen foods market has an estimated size of Rs 800 crore including vegetarian and non-veg snacks. 
 French fries offer the ease of cooking and the convenience of eating, coupled with great accessibility. With fast food chains and modern retail outlets opening up stores on every street and in every locality, French fries are becoming easily accessible to consumers. And they enjoy huge popularity not just in the metros but also in other cities and towns. As urbanisation seeps down and stores <keyword id="54921" type="ENTERTAINMENT" weightage="40" keywordseo="spread">spread</keyword> across non-metros, French fries are set to get all the more popular in India.

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