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<ul><li><keyword id="312631" type="COMPANY" weightage="20" keywordseo="Creativeland-Asia">Creativeland Asia</keyword> has launched <keyword id="11786518" type="UNKNOWN" weightage="20" keywordseo="Crossbow-Insights">Crossbow Insights</keyword>, a specialised research division.</li><li><keyword id="372889" type="PERSON" weightage="20" keywordseo="Shalini-Sinha">Shalini Sinha</keyword>, CEO, Consumer Intelligence &amp; Director of Strategy, will spear the consumer insights division.</li><li>The aim is to bring together creativity, technology-based deep learning and science to help re-think, re-evaluate, re-design problems and get a renewed perspective.</li></ul>Creativeland Asia has launched Crossbow Insights, a specialised research division incepted with the belief that it is not ‘WHAT’ we need to ask but ‘HOW’ we need to ask. Shalini Singh, CEO, Consumer Intelligence &amp; Director of Strategy, will spear the consumer insights division. The aim is to bring together creativity, technology-based deep learning and science to help re-think, re-evaluate, re-design problems and get a renewed perspective. Crossbow Insights will help brands reach deep-seated consumer truths to unlock the next level of growth. Crossbow Insights leans closely on this philosophy of ‘Crazy Science of Insights’ - Crazy finds its genesis in the quote shared by Einstein, “We can’t solve problems by using the same kind of thinking that created them". Through the process, the endeavour will be to explore different dimensions of human emotions and enter the abyss of the human mind. The team will handhold the client from insight to strategy so that nothing gets lost in translation right from understanding the client problem, approaching it, collecting data, and reporting it. <keyword id="909543" type="PERSON" weightage="20" keywordseo="Sajan-Raj-Kurup">Sajan Raj Kurup</keyword>, Founder and Chairman, Creativeland Asia, said, “Last year and this year have had a huge impact in shaping the consumer behaviour of the future. I am excited to announce Crossbow Insights, a research and consumer insights company from Creativeland Asia. This new venture will be under the leadership of Shalini Sinha, who joined our team earlier this year to strengthen consumer insights and strategic thinking at CLA. With over two decades of experience and expertise in this field, Shalini is building a handpicked team of bright researchers and strategists at Crossbow Insights. Shalini and I share a vision to bring together creativity, technology-based deep learning and consumer research to partner marketeers to connect even more strongly with the market and consumers in the new-normal world we are all stepping into.” The research division is already in the process of building agile digital capabilities that can help understand consumers more effectively &amp; efficiently. They will be using scientific techniques like <keyword id="1360343" type="PERSON" weightage="20" keywordseo="Neuro-Linguistic-Programming">Neuro-Linguistic Programming</keyword>, Psychometric methods, the Art of Storytelling to understand deep-seated human emotions. Further commenting on the launch of the Crossbow Insights, Shalini Sinha, CEO, Consumer Intelligence &amp; Director of Strategy, said, “At Creativeland Asia, we endeavour to offer to our clients a holistic approach towards brand transformation. We want to focus on building products that will deliver meaningful solutions to brands, keeping their brand context at the heart of what we solve for. Using digital and agile techniques in a complimentary manner with Qualitative will help us uncover much deeper consumer behaviour that can help us solve client problems. With the launch of Crossbow Insights, I am certain we will further help brands identify and develop a robust brand strategy. With the experience and the expertise we have, we will be looking at working with brands at various stages of their development.” Shalini brings with her close to 21 years of rich industry experience. In her last assignment, she was the Commercial Lead for the Creative Division of Kantar South Asia. Previously, she held other leadership positions, including Heading the South Geography of Kantar Millward Brown and Head of Firefly (India), the specialist <keyword id="10972651" type="UNKNOWN" weightage="20" keywordseo="qualitative-research-division">Qualitative Research Division</keyword> of Kantar Millward Brown.

Creativeland Asia launches a specialized research division, Crossbow Insights

<ul><li><keyword id="4286690" type="PERSON" weightage="20" keywordseo="Cinthol">Cinthol</keyword> has brought actor <keyword id="11186421" type="UNKNOWN" weightage="20" keywordseo="siddharth-suryanarayan">Siddharth Suryanarayan</keyword> onboard as the brand ambassador for <keyword id="11823038" type="UNKNOWN" weightage="20" keywordseo="cinthol-health-plus">Cinthol Health Plus</keyword> soap.</li><li>A new Cinthol Health Plus TVC campaign #HaiTaiyaarHum featuring Siddharth has been conceptualized by <keyword id="312631" type="COMPANY" weightage="20" keywordseo="Creativeland-Asia">Creativeland Asia</keyword>.</li></ul>Cinthol, the legacy brand from the <keyword id="464067" type="COMPANY" weightage="20" keywordseo="Godrej-Consumer-Products-Limited">Godrej Consumer Products Limited</keyword> (GCPL), brought onboard actor Siddharth Suryanarayan, as the brand ambassador for Cinthol Health Plus soap. This association is to drive awareness about the health soap which provides 99.9% germ protection along with a pleasant deo fragrance. A new Cinthol Health Plus TVC campaign #HaiTaiyaarHum featuring Siddharth, conceptualized by Creativeland Asia, will also go live to highlight product features and increase visibility of the brand. <div type="Youtube" id="T5hJgnj2dmg" title="Cinthol Health+ ke saath #HaiTaiyaarHum" thumbUrl="https://i.ytimg.com/vi/T5hJgnj2dmg/mqdefault.jpg"></div> Cinthol, as a brand, has always stood for the philosophy of ‘Alive is Awesome’. It encourages people to step outside their comfort zone, be adventurous and experience the thrill of outdoors in all its glory. Cinthol Health Plus is the new entrant in the Cinthol family. Popularly known for being strong, daring and honest, Siddharth is one of the celebrated actors in the country. This makes him the perfect choice for Cinthol Health Plus, which stands for fearless protection. Cinthol Health Plus symbolises being unafraid while taking on challenges and always prepared. This thought is showcased through the brand’s new #HaiTaiyaarHum campaign. Speaking about the collaboration, Siddharth said, “Cinthol is a legacy soap brand which I have personally used over the years. I will be endorsing Cinthol Health Plus which stands for fearless protection. Being objective, firm and brave are some of the qualities which defines me as a person. This is the reason I feel my collaboration with the brand makes complete sense. Cinthol Heath Plus soap has the power of 99.9% germ protection with an amazing deo fragrance, which makes you confident as you take on everyday challenges. Given the ongoing COVID-19 situation, Cinthol and I want to encourage people to continue answering our call of duty because we have the assurance of Cinthol Health Plus.” Commenting on the appointment of the brand ambassador, <keyword id="1107" type="PERSON" weightage="20" keywordseo="Sunil-Kataria">Sunil Kataria</keyword> CEO - India and SAARC, <keyword id="6369697" type="UNKNOWN" weightage="20" keywordseo="godrej">Godrej</keyword> Consumer Products Limited, said, “Cinthol is amongst the iconic brands that we have from the house of Godrej. With our new partnership with Siddharth, we expect to disrupt our core markets and further strengthen the brand position. Together with Siddharth, we are bringing the messaging of taking on one’s duties fearlessly with the assurance of Cinthol. The new TVC anchored on fearless protection will bring alive Cinthol philosophy of Alive is Awesome in a unique way. Unlike other health soaps, Cinthol Health Plus delivers protection from germs without compromising on fragrance.” Cinthol Health Plus and Siddharth, aim to communicate how the soap safeguards you from bacteria and viruses. Being built on the strong association with protection outdoors, Cinthol Health Plus is a health soap that gives all-round protection with a refreshing fragrance, unlike other health soaps which smell “hospital like”.

Cinthol ropes in actor Siddharth as the face of its germ protection health soap - Cinthol Health Plus

<ul><li>2020 brought a lot of hurdles in our way but the creative industry proved, time and again, that united we stand stronger and nothing can ever put a lock on creativity.</li><li>The creative industry continued social distancing in a diligent manner, thinking out of the box and launching campaigns that reminded us of things that we should be thankful for. </li><li>Keeping these nuances in mind, creative folks tell us some of the trends that they expect to see in 2021. </li></ul>When the entire country is locked down and all you can do is move from your couch to your work desk for Zoom calls or catch some fresh air on your balcony, only to exchange awkward smiles with your neighbour, does that dampen your creativity? In 2020, our Indian advertising industry proved that nothing can stop them from coming up with out of the box (or with COVID, from inside the box) ideas. They were producing ads with minimum money, trying to operate within the government guidelines of production and selling it for expensive slots on television in the second half of the lockdown period. They were also expected to create ads that stood out in a sea full of cliches. They dealt with uncertainty, brainstormed ideas over a Zoom call, pressure to overperform in a dismal atmosphere, operate with salary cuts, take care of their kids and meet deadlines. Our creative folks were there to steer through these mood swings in the market and help their clients tide over treacherous waves smoothly. The worst is behind us and now that production is back and the industry is working at its normal pace, the creative folks have a lot to talk about. They have only come out stronger and with a new perspective to offer. Experts said that the future is empathy-driven and kind. We reached out to a few creative agencies to understand how they are planning to change their process as we move forward in 2021, some of the learnings that 2020 left them with and a few trends that are going to dominate the creative output this year. Here is what they said: <cmsannotation type="cmsannotation" annotationid="Tarun Rai, Chairman and Group CEO, Wunderman Thompson, South Asia:" text="Tarun Rai, Chairman and Group CEO, Wunderman Thompson, South Asia:">Tarun Rai, Chairman and Group CEO, <keyword id="7067090" type="PERSON" weightage="20" keywordseo="Wunderman-Thompson">Wunderman Thompson</keyword>, South Asia:</cmsannotation> Consolidation of client marketing spends: I have said that the pandemic has been more like an accelerant rather than a matchstick. I have said this since it has not necessarily lit any new fires (trends) but acted more as an accelerant, that when poured over the small fires already lit, transforms them into big raging fires. If we really look at it, this holds true for trends that were already shaping up in world economy, in politics, in global trade, reverse globalisation… Closer to us, even the use of technology, increasingly playing a role in how we work, was ‘accelerated’ by the pandemic. A case in point is Zoom that had 10 million participants a day in December 2019 and an astonishing 300 million in April 2020! One such trend, that was amply clear even before the pandemic, was the move of clients’ spends from traditional to digital media. And in this journey, clients were already finding that working with multiple partners was leading to diffused messaging because people were working in silos, and complicated coordination. The pandemic has accelerated clients’ digital transformation journey. More attention is now focussed on technology, on e-commerce, on data, on digital spends… And the pandemic has added another reason for clients to look to reduce the number of partners they work with – the need for efficiency; the need to stretch the marketing rupee. Clients will be, increasingly, looking for consolidation of their marketing spends with fewer partners – for cohesive messaging and for better efficiency. For companies like Wunderman Thompson, that have capabilities from long term brand-building and traditional advertising, to e-commerce and marketing automation, the next year will be full of opportunity. We are focussed, therefore, to work closely with our clients, partner them in their digital transformation journey and, in the process, open up many new revenue streams for ourselves. <cmsannotation type="cmsannotation" annotationid="Sajan Raj Kurup, Founder and Chairman of Creativeland Asia:" text="Sajan Raj Kurup, Founder and Chairman of Creativeland Asia:">Sajan Raj Kurup, Founder and Chairman of <keyword id="312631" type="COMPANY" weightage="20" keywordseo="Creativeland-Asia">Creativeland Asia</keyword>:</cmsannotation> Even as business picks up and normalcy slowly returns to the new normal, the lessons of frugality and efficiency we have learned through this time beckon a refresh in thinking. From brands changing the way they communicate with their consumers to agencies who have manoeuvred to a different, tech-enabled way of working which is more contactless, yet connected, it has been a year of challenges and learning. Keeping these nuances in mind, one of the prominent trends I foresee in the industry is the advent of short-form videos and mobile advertising. With the constant evolution of technology and smartphones, easy-to-make, easy-to-watch, short-format video ads will definitely rule the roster in 2021. The ‘story’ format which is quite popular across all social media platforms, allows brands and users to ideate and do so much more than just rolling out a few second stories. Brands now have the opportunity to build meaningful and engaging content for their customers on these platforms. In addition, a stark rise in in-app advertising is expected. Since real-time streaming of videos are becoming popular by the day this will be yet another popular ad tendency businesses will explore. <cmsannotation type="cmsannotation" annotationid="Raj Kamble, Founder and CCO, Famous Innovations:" text="Raj Kamble, Founder and CCO, Famous Innovations:">Raj Kamble, Founder and CCO, Famous Innovations: </cmsannotation> I can summarise 2021 in one word: Accountability. Our business has changed dramatically in 2020 and clients will want partners who are accountable for their business. This means being personally invested in the client’s success – an art that advertising professionals have forgotten about. Asking the tangible question - will this sell my client's product - and not just the vague one - will this build my client's brand. That’s the way things used to be when agencies were owned by the same people that actually did the work. That’s why independent agencies are designed for accountability. Because our success depends on the client's success. Furthermore, this means the end of segregation of agencies and the start of the hybrid era. Lately, a chasm is forming in the A&amp;M industry where on the one side, there are the large traditional agencies that can only play the large campaign and long-term game but don't understand new media and the new consumer as well. While on the other side, there is a sprouting of digital agencies that play the digital medium well but don't have strong strategic and creative pillars in place. In 2021, clients will increasingly seek integrated solutions and a hybrid agency like ours that combines the best of both worlds is well poised to address this gap. <cmsannotation type="cmsannotation" annotationid="Ashish Khazanchi, Managing Partner, Enormous Brands:" text="Ashish Khazanchi, Managing Partner, Enormous Brands:">Ashish Khazanchi, Managing Partner, <keyword id="2949725" type="COMPANY" weightage="20" keywordseo="Enormous-Brands">Enormous Brands</keyword>:</cmsannotation> Optimism is the one trend that I believe will be one of the most important in the industry in the coming days. With the way the world is slowly but surely coming around and the way the businesses are turning a corner, a certain bullishness is to be expected both from the makers and the buying publics. Brands should look at tapping into the emerging positivity and the new togetherness, generosity, kindness in these times. Brands looking at connecting with their audiences on an optimistic emotional level will do well in creating salience for the brand. The changes coronavirus has made across our society have been unpredictable, but for marketing and advertising, it is an opportunity now to change the course of the conversation from extreme caution of the year gone by to a gradual but imminent change. <cmsannotation type="cmsannotation" annotationid="Debashish Ghosh, National Creative Director, 22feet Tribal Worldwide:" text="Debashish Ghosh, National Creative Director, 22feet Tribal Worldwide:">Debashish Ghosh, National Creative Director, 22feet Tribal Worldwide:</cmsannotation> I feel it will be an empathy-driven flywheel. We talk about share economy a lot. One thing that’s shared the most is perhaps knowledge, opinions and views. People trust each other’s view and not a brand’s view. And that’s how they make decisions about who to engage with. The hyper-connected world is increasingly providing more avenues to amplify this behaviour. In this world, the consumer is not just the output but also the input. Delighting one person leads to attracting &amp; engaging another. That’s the flywheel. It’s not a finite CX journey but an on-going one. The idea is to open relationships and not close deals. Creativity will need to vitalize all the forces of this flywheel. Ideas with high dose of empathy and elasticity will easily wrap around it to attain sustainable growth. Being creative with content and stand-alone experiences will not be enough. As a norm, performance, automation, lead generation, on-boarding, CRM stack &amp; other consumer touchpoints will need to be creatively humanised. And existing tools will be creatively redeployed like podcasts being used as testimonials or self-service audio clips. All of it won’t happen in a year but it will be around the corner.”

Advertising: The trends to watch out for in 2021

<h1>
	<a href="http://www.bestmediainfo.com/wp-content/uploads/2014/03/ADFEST-2014-logo.jpg"></a></h1>
 Adfest 2014 has announced the shortlists in eight categories for the 2014 <keyword id="71296" type="COMPANY" weightage="40" keywordseo="Lotus">Lotus</keyword> Awards as three days of <keyword id="6356234" type="POSITION" weightage="40" keywordseo="Speaker">Speaker</keyword> Sessions, Workshops and Award Presentations kicked off today at <keyword id="6357117" type="COMPANY" weightage="60" keywordseo="bangkok">Bangkok</keyword>. It concludes on Saturday, March 8.

	Among the shortlists announced so far, Indian agencies have secured 16 shortlists, of which eight are for Press Lotus alone, followed by five shortlists for Film Craft Lotus, two for Media Lotus and one for Radio Lotus.

	Among agencies, Grey Worldwide India bagged the most shortlists at six for its work for Duracell. McCann India has three shortlists - two for its campaign for Audiobooks and one for its campaign for Star Aids Awareness.

	JWT India and Creativeland Asia secured two shortlists each while BBDO India, Linen and Unimagic Studios secured one shortlist each.

	The shortlisted entries from India:
 
<table border="1" cellpadding="0" cellspacing="0" class="alignleft">
	<tbody>
		<tr>
			<td nowrap="nowrap" valign="bottom" width="192">
				Entry Title</td>
			<td nowrap="nowrap" valign="bottom" width="129">
				Brand</td>
			<td nowrap="nowrap" valign="bottom" width="175">
				Agency</td>
		</tr>
		<tr>
			<td colspan="3" valign="bottom" width="496">
				Category: Press Lotus</td>
		</tr>
		<tr>
			<td colspan="3" valign="bottom" width="496">
				Sub-Category: Best Of Household Products &amp; Maintenance</td>
		</tr>
		<tr>
			<td valign="bottom" width="192">
				Ageless Wonder- Music</td>
			<td valign="bottom" width="129">
				Duracell</td>
			<td valign="bottom" width="175">
				Grey Worldwide India</td>
		</tr>
		<tr>
			<td valign="bottom" width="192">
				Ageless Wonder- Man</td>
			<td valign="bottom" width="129">
				Duracell</td>
			<td valign="bottom" width="175">
				Grey Worldwide India</td>
		</tr>
		<tr>
			<td valign="bottom" width="192">
				Ageless Wonder- Woman</td>
			<td valign="bottom" width="129">
				Duracell</td>
			<td valign="bottom" width="175">
				Grey Worldwide India</td>
		</tr>
		<tr>
			<td valign="bottom" width="192">
				Duracell Positive &amp; Negative- Dock</td>
			<td valign="bottom" width="129">
				Duracell</td>
			<td valign="bottom" width="175">
				Grey Worldwide India</td>
		</tr>
		<tr>
			<td valign="bottom" width="192">
				Duracell Positive &amp; Negative- Console</td>
			<td valign="bottom" width="129">
				Duracell</td>
			<td valign="bottom" width="175">
				Grey Worldwide India</td>
		</tr>
		<tr>
			<td valign="bottom" width="192">
				Duracell Positive &amp; Negative- Monkey</td>
			<td valign="bottom" width="129">
				Duracell</td>
			<td valign="bottom" width="175">
				Grey Worldwide India</td>
		</tr>
		<tr>
			<td colspan="3" valign="bottom" width="496">
				Sub-Category: Best Of Communication Media &amp; Publications</td>
		</tr>
		<tr>
			<td valign="bottom" width="192">
				William Shakespeare</td>
			<td valign="bottom" width="129">
				Audiobooks</td>
			<td valign="bottom" width="175">
				Mccann Worldgroup India</td>
		</tr>
		<tr>
			<td valign="bottom" width="192">
				Mark Twain</td>
			<td valign="bottom" width="129">
				Audiobooks</td>
			<td valign="bottom" width="175">
				Mccann Worldgroup India</td>
		</tr>
		<tr>
			<td colspan="3" valign="bottom" width="496">
				Category: Radio Lotus</td>
		</tr>
		<tr>
			<td colspan="3" valign="bottom" width="496">
				Sub-Category: Best Of Corporate</td>
		</tr>
		<tr>
			<td valign="bottom" width="192">
				Beep-Beep</td>
			<td valign="bottom" width="129">
				Election Campaign</td>
			<td valign="bottom" width="175">
				Linen-A Lintas Group Company Gurgaon</td>
		</tr>
		<tr>
			<td colspan="3" valign="bottom" width="496">
				Category: Film Craft Lotus</td>
		</tr>
		<tr>
			<td colspan="3" valign="bottom" width="496">
				Sub-Category: Directing</td>
		</tr>
		<tr>
			<td valign="bottom" width="192">
				Lal Batti (Red Beacon)</td>
			<td valign="bottom" width="129">
				News Nation</td>
			<td valign="bottom" width="175">
				Unimagic Studios Mumbai</td>
		</tr>
		<tr>
			<td valign="bottom" width="192">
				The Magic Of Frooti</td>
			<td valign="bottom" width="129">
				Frooti</td>
			<td valign="bottom" width="175">
				Creativeland Asia</td>
		</tr>
		<tr>
			<td colspan="3" valign="bottom" width="496">
				Sub-Category: Editing</td>
		</tr>
		<tr>
			<td valign="bottom" width="192">
				Parallel Journeys</td>
			<td valign="bottom" width="129">
				Nike</td>
			<td valign="bottom" width="175">
				JWT India</td>
		</tr>
		<tr>
			<td colspan="3" valign="bottom" width="496">
				Sub-Category: Original Music Score</td>
		</tr>
		<tr>
			<td valign="bottom" width="192">
				Parallel Journeys</td>
			<td valign="bottom" width="129">
				Nike</td>
			<td valign="bottom" width="175">
				JWT India</td>
		</tr>
		<tr>
			<td valign="bottom" width="192">
				The Magic Of Frooti</td>
			<td valign="bottom" width="129">
				Frooti</td>
			<td valign="bottom" width="175">
				Creativeland Asia</td>
		</tr>
		<tr>
			<td colspan="3" valign="bottom" width="496">
				Category: Media Lotus</td>
		</tr>
		<tr>
			<td colspan="3" valign="bottom" width="496">
				Sub-Category: Best Use Of Screen And Displays</td>
		</tr>
		<tr>
			<td valign="bottom" width="192">
				The B-Movie</td>
			<td valign="bottom" width="129">
				Star Aids Awareness</td>
			<td valign="bottom" width="175">
				Mccann Worldgroup India</td>
		</tr>
		<tr>
			<td colspan="3" valign="bottom" width="496">
				Sub-Category: Best Use Of Ambient - Small Scale</td>
		</tr>
		<tr>
			<td valign="bottom" width="192">
				Stick It Art</td>
			<td valign="bottom" width="129">
				Public Awareness</td>
			<td valign="bottom" width="175">
				BBDO India</td>
		</tr>
	</tbody>
</table>
 
 This year, 56 jury members from 18 cities were tasked with judging the 2014 Lotus Awards with <keyword id="1739834" type="UNKNOWN" weightage="40" keywordseo="Tor-Myhren">Tor Myhren</keyword>, World <keyword id="2105864" type="UNKNOWN" weightage="40" keywordseo="Chief-Creative-Officer-at-Grey-and-President">Chief Creative Officer at Grey and President</keyword> of <keyword id="2105863" type="UNKNOWN" weightage="40" keywordseo="Grey-New-York">Grey New York</keyword>, as <keyword id="585295" type="ORGANIZATION" weightage="40" keywordseo="Grand-Jury">Grand Jury</keyword> <keyword id="2540" type="POSITION" weightage="40" keywordseo="President">President</keyword>.
 Adfest received 3,253 entries from 41 cities to this year's competition. The top five cities by number of entries are Tokyo, Mumbai, Bangkok, <keyword id="6356662" type="COUNTRY" weightage="40" keywordseo="Singapore">Singapore</keyword> and <keyword id="6370280" type="CITY" weightage="40" keywordseo="Manila">Manila</keyword>.
 There are 17 categories in the 2014 Lotus Awards: Film Lotus, Radio Lotus, Press Lotus, Outdoor Lotus, Interactive Lotus, Mobile Lotus, Direct Lotus, Promo Lotus, Design Lotus, Print Craft Lotus, Film Craft Lotus, New <keyword id="303" type="POSITION" weightage="40" keywordseo="Director">Director</keyword> Lotus, Effective Lotus, Media Lotus, Integrated Lotus, INNOVA Lotus and Lotus Roots. 
	 
	Courtesy: <a href="http://www.bestmediainfo.com/" onclick="window.open(this.href, '', 'resizable=no,status=no,location=no,toolbar=no,menubar=no,fullscreen=no,scrollbars=no,dependent=no'); return false;">Bestmediainfo</a>

Adfest 2014 Kicks Off: India Secures 16 Shortlists On Day 1

Even though there has never been any doubt about women being awesome, the recent performance shown by Indian <keyword id="1114695" type="UNKNOWN" weightage="100" keywordseo="women-athletes">women athletes</keyword> in the Rio Olympics has once again established this fact. 
 
However, the journey of women being awesome started with them saying a simple ‘No’, to those who thought that women aren’t equal to men, to those who tried to bind them in stereotypes, and to all the obstacles and limitations. 
 This latest short film from <keyword id="4286690" type="ENTERTAINMENT" weightage="100" keywordseo="Cinthol">Cinthol</keyword>, shot in a unique POV format, celebrates that very defiant spirit of women which makes them awesome. 
 
The film has been shot from the point of view of an athlete training hard for her sport, taking sports as a metaphor to depict today’s women who are determined to win over the world against all odds. 
 
Starting their day early in the morning, the girl sets out for an intense day of training, including a workout at gym where she isn’t bothered about the male members staring at her, to climbing mountains and crossing rivers, without worrying about the injuries. It shows the viewers that a determined woman is least worried about what society thinks of her. 
 
The film is an ode to such women, who don’t believe in giving excuses, and want to show their skills and talents to the world. 
 
Catch the film here: 
 
 
 
Talking of the brand, the film gives Cinthol the perfect platform to introduce its new range of fragrances, to bring alive their awesomeness in Cinthol women. 
 
Translating this spirit in the Cinthol tone of “Alive is Awesome”, the film uses a similar tagline of #ReadyForAwesome. 
 
On the launch of the Cinthol women’s range, Ajay Dang, Head Marketing, Godrej Consumers Products Ltd., says, “The latest #ReadyforAwesome film is yet another digital innovation from our flagship brand Cinthol. The video is not just about sports; it’s a metaphor for today’s woman who is ready to accept challenges and deliver on her own terms. It’s an ode to all women who want to achieve their dreams under any circumstance. We believe that this communication will relate to our female target audience and instill a sense of pride for their achievements." 
 On the campaign idea and film execution, Anu Joseph, Chief Creative Officer, Creativeland Asia Pvt. Ltd., adds, “Women in sport have now taken centre-stage in India. Sport is a precursor of what’s coming and perhaps the most symbolic of all bastions to be felled by women. Indian women, in all walks of life, are <keyword id="3612829" type="UNKNOWN" weightage="100" keywordseo="ready-for-awesome">Ready for Awesome</keyword>. There’s no holding them back. Sorry, they aren’t listening. And Cinthol Women is a reflection of this palpable spirit.” 
 
The film has been directed by Karthik Ramnathkar and produced by Balls Worldwide.

This short film from Godrej Cinthol tells the world that women are #ReadyForAwesome

Go be ‘social’ and reach out to people – that’s the mantra every netizen follows nowadays. But on the traditional <keyword id="6354632" type="COMPANY" weightage="100" keywordseo="Social-media">social media</keyword>, you are not meeting <keyword id="119302" type="ORGANIZATION" weightage="100" keywordseo="strangers">strangers</keyword> per se as we do in prep schools. You are not among a bunch of strangers, thrown together for a common purpose, as it happens in school or workplace. Instead, you scan profiles and make a conscious decision before connecting. But that kind of approach actually keeps you confined within an extended circle, curated by your requirements and parameters. So chances are you are not reaching out to interesting strangers – <keyword id="1322697" type="UNKNOWN" weightage="100" keywordseo="like-minded-people">like-minded people</keyword> with whom you can share your thoughts and ideas. 
 In an ideal situation, your ideas, and not who you are, should generate <keyword id="1991589" type="UNKNOWN" weightage="100" keywordseo="Networking-interests">networking interests</keyword>. And when that happens, strangers do find it worthwhile to connect with each other. The shared passion for a particular interest often brings people together and a Mumbai-based start-up has just built an all-new <keyword id="6354615" type="ORGANIZATION" weightage="100" keywordseo="Social-network">social network</keyword> around that concept. 
 <keyword id="1991577" type="UNKNOWN" weightage="100" keywordseo="Treetins-com">Treetins.com</keyword> promotes <keyword id="1991606" type="UNKNOWN" weightage="100" keywordseo="Positive-interactions-between-strangers">positive interactions between strangers</keyword> while users can remain completely anonymous. The platform is quite unique, an ingenious mix of <keyword id="279713" type="COMPANY" weightage="60" keywordseo="Tumblr">Tumblr</keyword> and <keyword id="135163" type="COMPANY" weightage="80" keywordseo="chatroulette">Chatroulette</keyword> (minus the audio and the webcam), which allows you to post all sorts of content, based on which people may decide to connect with you. <keyword id="725308" type="UNKNOWN" weightage="100" keywordseo="anonymity">Anonymity</keyword> is strictly maintained here, not only to ensure enhanced security but also to provide users with the kind of comfort level people look forward to when <keyword id="1991616" type="UNKNOWN" weightage="100" keywordseo="Conversing-with-strangers">conversing with strangers</keyword>. Feeling curious? Here is a snapshot that captures the start-up's vision and viability. 
 
Who runs Treetins.com (https://treetins.com/): A team of four including <keyword id="36740" type="POSITION" weightage="100" keywordseo="founder">founder</keyword> <keyword id="1991580" type="UNKNOWN" weightage="100" keywordseo="Prince-Jacob-Thomas">Prince Jacob Thomas</keyword> and three <keyword id="382595" type="UNKNOWN" weightage="100" keywordseo="co-founders">co-founders</keyword> – <keyword id="1991582" type="UNKNOWN" weightage="100" keywordseo="Aditya-Dhull">Aditya Dhull</keyword>, <keyword id="1991579" type="UNKNOWN" weightage="100" keywordseo="Mohit-Narwal">Mohit Narwal</keyword> and <keyword id="1991578" type="UNKNOWN" weightage="100" keywordseo="Chandy-Thomas">Chandy Thomas</keyword>. Prince, Aditya and Mohit have done MBA in Marketing from Christ University, <keyword id="6355033" type="COMPANY" weightage="100" keywordseo="Bangalore">Bangalore</keyword>. A former advertising professional, Prince had worked with Ogilvy and Creativeland Asia while Aditya had also been with Creativeland Asia. Prior to starting up, Mohit was with Dun &amp; Bradstreet and One97 Communications. Chandy holds a PG diploma in PR and Corporate Communications from Xavier Institute of Communications, <keyword id="6358070" type="COMPANY" weightage="100" keywordseo="Mumbai">Mumbai</keyword>, and earlier worked with organisations such as NDTV and Perfect Relations. Mumbai-based Treetins is the maiden venture of the foursome, all in their twenties. The company was started in August 2013, but the <keyword id="766262" type="UNKNOWN" weightage="100" keywordseo="social-networking-platform">social networking platform</keyword> Treetins.com came live only in December. 
 
What inspired the venture: The fact that the <keyword id="55618" type="UNKNOWN" weightage="100" keywordseo="World-Wide-Web">World Wide Web</keyword>, despite its immense potential, is not being leveraged to connect people who are totally outside each other’s orbit. According to Prince, people are mostly connected to their friends, family, colleagues or an extended circle. But there is no medium that connects people with complete strangers, in a free and friendly manner. 
 Another trigger is the immense potential when one meets new people and connects over a <keyword id="1991587" type="UNKNOWN" weightage="100" keywordseo="Common-interest">common interest</keyword> (the name Treetins is an anagram of the word ‘interest’). “Somewhere, we all started off as strangers, but are now living in a closed environment and not realising that meeting someone new could lead to immense possibilities,” says Chandy. “You can meet a life partner, a business partner or start a music band or form a group working for a cause. The Bombay Underground is a perfect example of this,” he adds. 
 
What’s the pitch: It’s a social networking space on the Web that lets you meet like-minded people, outside your existing social circles, without the stigma attached to meeting strangers. Treetins is the first <keyword id="6541953" type="UNKNOWN" weightage="100" keywordseo="online-platform">online platform</keyword> that lets you ‘bump’ into people, solely based on what you express or how you <keyword id="53203" type="UNKNOWN" weightage="100" keywordseo="Converse">converse</keyword>, rather than who you are. Anybody who joins Treetins starts <keyword id="1991624" type="UNKNOWN" weightage="100" keywordseo="Anonymously">anonymously</keyword> and that makes the whole experience more <keyword id="38894" type="COMPANY" weightage="100" keywordseo="secure">secure</keyword> and satisfactory. 
 
How it works: The social platform is still in beta, but when we checked, all the functionalities were working fine. Anyone can register and log in to Treetins.com anonymously, using <keyword id="6354576" type="CITY" weightage="60" keywordseo="Facebook">Facebook</keyword>, <keyword id="6354616" type="CITY" weightage="60" keywordseo="Twitter">Twitter</keyword> or e-mail ID. Once you are there, just click the ‘express’ tab and start sharing loads of exciting things – right from your opinion and blog posts to <keyword id="39862" type="COMPANY" weightage="100" keywordseo="Images">images</keyword>, <keyword id="144248" type="ENTERTAINMENT" weightage="100" keywordseo="Videos">videos</keyword> and links. The content goes up on the Treetins page as <keyword id="30943" type="PERSON" weightage="100" keywordseo="Expression">expression</keyword> by a stranger, along with your location. If another member finds it interesting, he/she may want to ‘bump into’ you and start a conversation. To do so, the person will have to click the tab ‘converse’ and type his own comment regarding your post. That comment also goes to the writer as an expression from a stranger. If you accept it and choose to connect with the person, he will be added to your ‘bench’ and only then identities will be revealed. However, you don’t get to know much even then – just the stranger’s name since location is revealed by default. You can also delete someone from your bench but once that’s done, you can’t ‘undo’ it and add the person back. 
 
You, too, can browse through other ‘expressions’ up on the site and try to ‘connect’ with strangers in a similar manner. There is also a ‘share’ option (via Facebook and Twitter) to repost interesting content. Moreover, you can ‘invite’ people to Treetins but unlike other social media, invitees don’t get added to your ‘bench’ by default and the entire process has to be followed if you want to converse with them. 
 
Claim to fame: Treetins has introduced a secure and stranger-friendly platform for people to connect seamlessly and share their interests. The concept itself is unique and has the potential to go viral in an environment frequently plagued by online stalking, hacking and identity theft. 
 
Show me the money: The start-up is currently <keyword id="1991631" type="UNKNOWN" weightage="100" keywordseo="Bootstrapped">bootstrapped</keyword> and still fine-tuning its <keyword id="234340" type="POSITION" weightage="100" keywordseo="revenue-model">revenue model</keyword>. The team does not want to divulge specific details at this point, but the firm is not looking at <keyword id="1049940" type="UNKNOWN" weightage="100" keywordseo="ad-revenues">ad revenues</keyword> as its main source of earning (does it remind you of WhatsApp). According to the co-founders, new features are being added to the social platform and the company may soon adopt a <keyword id="1991632" type="UNKNOWN" weightage="100" keywordseo="Freemium-model">freemium model</keyword>. Other online initiatives may include collaborative idea sharing and engaging the college crowd. Gaining <keyword id="900658" type="UNKNOWN" weightage="100" keywordseo="traction">traction</keyword> is another crucial area and Treetins is targeting the whole chunk of <keyword id="1991634" type="UNKNOWN" weightage="100" keywordseo="Social-media-users-worldwide">social media users worldwide</keyword> – some 1.5 billion-plus people, to be precise. 
 Interestingly, Treetins has taken its ‘<keyword id="1991605" type="UNKNOWN" weightage="100" keywordseo="Connect-with-strangers">connect with strangers</keyword>’ concept offline and launched initiatives such as ‘Hi Stranger’ photo project and another one called <keyword id="1991635" type="UNKNOWN" weightage="100" keywordseo="Share-Your-Table">Share Your Table</keyword>, run in partnership with the <keyword id="34615" type="ORGANIZATION" weightage="100" keywordseo="restaurants">restaurants</keyword>, <keyword id="20254" type="UNKNOWN" weightage="100" keywordseo="cafes">cafes</keyword> and <keyword id="14564" type="UNKNOWN" weightage="100" keywordseo="pubs">pubs</keyword> in Mumbai. “It’s all about sharing your table space with a stranger in a crowded eatery,” details Aditya. “Most of the times, we don’t occupy the entire table, but don’t feel comfortable either if a stranger shares the space. We are endeavouring to change that and convince people about <keyword id="1991637" type="UNKNOWN" weightage="100" keywordseo="Table-sharing">table sharing</keyword>. In that way, there will be optimum utilisation of seating capacity, better <keyword id="169305" type="ORGANIZATION" weightage="100" keywordseo="customer-service">customer service</keyword> and <keyword id="1991641" type="UNKNOWN" weightage="100" keywordseo="Shorter-queues">shorter queues</keyword> outside the <keyword id="662020" type="UNKNOWN" weightage="100" keywordseo="food-joints">food joints</keyword>. Plus, you get to make new friends and that is no small deal.” The programme is now active in 35 restaurants across Mumbai and the company is eyeing further expansion as it is getting loads of requests, both from restaurateurs and customers. By March 2014, Share Your Table may kick off in other cities like Bangalore and <keyword id="2094" type="COMPANY" weightage="100" keywordseo="Pune">Pune</keyword>, leading to more <keyword id="6399165" type="UNKNOWN" weightage="100" keywordseo="revenue-generation">revenue generation</keyword>. 
 “We will be working on our <keyword id="19705" type="ORGANIZATION" weightage="100" keywordseo="Products">products</keyword>, <keyword id="445843" type="UNKNOWN" weightage="100" keywordseo="customer-base">customer base</keyword> and <keyword id="232730" type="POSITION" weightage="100" keywordseo="business-model">business model</keyword> till March next year and will approach the <keyword id="6359051" type="COMPANY" weightage="100" keywordseo="investors">investors</keyword> for a <keyword id="1974977" type="UNKNOWN" weightage="100" keywordseo="Seed-round">seed round</keyword> when these things are in place,” says Chandy. 
 
Biggest challenge: Introducing a totally new concept, especially something that people may not accept instantly, is always challenging. “We must create awareness regarding the manifold benefits such a network can bring you,” concludes Chandy.

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<ul><li><keyword id="3194526" type="General" weightage="20" keywordseo="netflix-india" source="Orion">Netflix India</keyword> has gathered <keyword id="6916179" type="General" weightage="20" keywordseo="money-heist" source="Orion">Money Heist</keyword>'s fans from the Bollywood, Cricket and digital world to create buzz around its series season 5 launch.</li><li>The last part's first volume is all set to release on September 03, 2021.</li></ul>Are you desperately waiting to watch Netflix's Money Heist's last season and hoping that Arturo will finally die this time? You are not alone. Netflix has launched a new multi-starrer digital video featuring fans from each corner of our country like Anil Kapoor, Shruti Hassan, Vikrant Massey, <keyword id="6354903" type="General" weightage="20" keywordseo="hardik-pandya" source="Orion">Hardik Pandya</keyword>, Radhika Apte, <keyword id="3732889" type="General" weightage="20" keywordseo="rana-daggupati" source="Orion">Rana Daggupati</keyword>, to mention a few, who are asking Money Heist to 'Jaldi aao, aao, aao.' In a desi version of Bella Ciao, Netflix's favourite actor Apte is also hoping to bid adieu to Arturo this time. This fan anthem has been conceptualised by Creativeland Asia, produced by Jugaad Motion Pictures and the music is composed by Nucleya. It aims to create buzz around Money Heist's final season, La casa de papel. Indian actors reenact their favourite characters from the series. Shruti Hassan can be seen as Nairobi, Anil Kapoor as Denver. <div type="Youtube" id="nNDbFYfIU1A" title="The Money Heist Fan Anthem | Anil Kapoor, Rana Daggubati, Vikrant Massey, Shruti Haasan &amp; More!" thumbUrl="https://i.ytimg.com/vi/nNDbFYfIU1A/mqdefault.jpg"></div> Divided into 2 volumes, the final part will be released on September 03 and December 03, 2021. A look at Netflix's marketing plan so far for <keyword id="9681160" type="General" weightage="20" keywordseo="money-heist-season-5" source="Orion">Money Heist Season 5</keyword> Netflix India gave its fans Money Heist’s first look on June 03 and we have been counting down since then. <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> Just when you thought you could move on to other things, Netflix teased you again with another wholesome poster. <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> Then came the trailer. <div type="Youtube" id="PPtVwZxdDc8" title="Money Heist: Part 5 | Date Announcement | Netflix India" thumbUrl="https://i.ytimg.com/vi/PPtVwZxdDc8/mqdefault.jpg"></div> To keep the momentum going, Netflix recreated Tokyo and Rio's look with Larrisa DSA and Siddharth Kerkar. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> Netflix also dropped a few behind-the-scenes videos with Berlin, sending us on an emotional trip. <div type="Youtube" id="iMsLzpU1SK4" title="Money Heist: Part 5 | Behind the Scenes with Berlin | Pedro Alonso | Netflix India" thumbUrl="https://i.ytimg.com/vi/iMsLzpU1SK4/mqdefault.jpg"></div> This season, the gang has been shut in the Bank of Spain for over 100 hours. They have managed to rescue Lisbon, but their darkest moment is upon them after losing one of their own. The Professor has been captured by Sierra and, for the first time, doesn’t have an escape plan. Just when it seems like nothing else could go wrong, an enemy comes on the scene that is much more powerful than any they’ve faced: the army. The end of the greatest heist in history is approaching, and what began as a robbery will turn into a war. We wish September 03 could be a 'bank holiday', so we could binge-watch Money Heist.

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