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<ul><li>We caught up with <keyword id="1988206" type="PERSON" weightage="20" keywordseo="Dheeraj-Sinha">Dheeraj Sinha</keyword>, CEO &amp; Chief Strategy Officer, South Asia, <keyword id="131262" type="PERSON" weightage="20" keywordseo="Leo-Burnett">Leo Burnett</keyword> to talk about all that has been happening at the agency, how they have been coping in these difficult times.</li><li>Sinha told us all that is being done to make sure its employees are safe and motivated and its clients get the most effective solutions to their problems.</li><li>He also gives some advice to brands on how to navigate these times. </li></ul>The past one year has been challenging for people the world over. It has been the same for organizations that had to pivot overnight, start functioning remotely and ensure the safety, and sanity of their employees. For <keyword id="35666" type="COMPANY" weightage="20" keywordseo="advertising">advertising</keyword> agencies, that thrive on brainstorming together and the resultant camaraderie, things were obviously challenging and while many agencies have been called out for not being able to empathize with their people, there were a few agencies that got it right too. For Leo Burnett, a few of the pivots they had been bringing about in the agency in the past 2-3 years worked in its favor. The year 2020, despite being a difficult year, saw the agency lose zero clients, bring home quite a few awards and come up with work that was noticed and loved. Dheeraj Sinha, CEO &amp; Chief Strategy Officer, South Asia, Leo Burnett gives the credit for a good performance amidst such gloom to the culture the agency has been able to build in the past few years. “We all know what the agency of the future is going to be. It will be about solving our clients’ real-time problems, not just with advertising but with the combined use of creativity, data and technology. But I feel what really prepares us for the uncertain future is the culture we are able to build. In terms of culture, the agency of the future has to be really flat and everybody has to be a creator. But if you have an agency with an ingrained culture of resilience, of people coming together, fighting together and making things happen, we will be able to succeed, because frankly, we don't really know what tomorrow might throw at us,” he said. As a leader, Sinha has been working towards building and strengthening this culture that he speaks about. Not wanting to restrict itself to just a creative workshop, the agency has been focusing on creating full-funnel solutions for its clients. A recent example is its campaign for <keyword id="6568790" type="COMPANY" weightage="20" keywordseo="acko-insurance">ACKO Insurance</keyword> where it created StreetEye, a motorcycle-mounted device to detect submerged potholes in real-time. Designed and developed by the Leo Burnett team, StreetEye tried to solve one of India’s age-old issues – pothole-related accidents. The agency has also launched three specialized divisions – Leo Burnett Digital, Consult and Design, to give clients exactly the solutions they are looking for. Building a culture also includes how you treat your employees and Sinha says his focus also has been to keep everyone motivated through the last one year, when everyone has had to stay at home. “The biggest job in a people’s business like advertising is to keep our people’s energies up. I sometimes feel I'm the Chief Energy Officer of Leo Burnett and not the Chief Executive Officer,” he said with a laugh. Over the last year, the agency has come up with frameworks such as 0-3-6, a short- term thinking model to help brands and businesses navigate the not just the immediate (0) but the next three and six months. It has also conducted over 50 workshops for clients. Sinha has also been having conversations with different people from his team which he has named ‘Chai Pe Charcha’, to make sure he is able to have a connect with employees who he does not talk to on a daily basis. Sinha also said that democratizing leadership has had an important impact on how the culture at the agency is shaping up. “As soon as we entered the pandemic last year, we created a platform for our top 50 leaders. We meet every Tuesday and discuss all kinds of issues. We discuss business, new business, people issues, and a lot of the decisions are taken jointly. If we're going through an issue, it's not one person's decision, rather, the decisions are being owned by a larger culture or a larger group of people. And that to my mind has gone a long way because everybody had a contribution and a say in the direction that agency was headed and in the decisions that we should be taking. And whenever we were in trouble, I would always call upon people and people have stood up and fought and we’ve together won the day,” he explained. When asked what one of his biggest lessons from the last one year has been, he said, “You need to lead from the front. You cannot ask people to do things that you would never do yourself. You have to lead from the front, you have to be out in the trenches because there’s no way of replicating the amount of camaraderie and strength in culture that builds.” He feels it is a combination of all these factors that helps the agency sail through, relatively unscathed from the turbulence of 2020. “If you look at our revenue performance in 2020, we weren’t more than 5-6% short than say 2019, which in a year like 2020 is really good. Despite the lockdown, we won around 20 new business pitches, we created close to 1000 pieces of work, we conducted 0-3-6 workshops. In fact, we were India's number one agency at APAC Effies and at <keyword id="250856" type="COMPANY" weightage="20" keywordseo="AdFest">Adfest</keyword>. I would attribute all of these achievements to the culture we’ve managed to create at Leo Burnett,” he said. On how he anticipates the current wave will impact advertising budgets overall, Sinha said, “I feel most of us right now are going to wait and watch, in terms of how this situation pans out. I feel there are two possible scenarios. If we are able to bring the situation under control, say by the end of May in places like Mumbai, I feel it would lead to a postponement of budgets and demand. But if it goes longer and deeper, that is when we will see budget cuts. We might also see some demand vanish.” Considering the times we are living in where there is immense suffering all around us, what does he think is the correct approach for brands, considering for many people, ads might be the last thing on their minds at the moment! “If you're a brand, large or small, and you have a stake in the Indian consumer market, you're on TV, Digital, you're playing advertising and selling your products, you have to have a stake in what's going on at this point in time. You have to be on ground and help. I have this whole idea of brands being socio-capitalist where, of course, you are a part of the consumer economy but you should also focus on how you can help. Can you help with oxygen, medicines, food, contribution, entertainment or information? And if you can, this is the time for you to help, you have to play your part as a responsible corporate citizen,” he said.

This is the time for brands to play their part as responsible corporate citizens: Dheeraj Sinha, Leo Burnett

<ul><li><keyword id="4943836" type="COMPANY" weightage="20" keywordseo="Acko">ACKO</keyword>'s film to commemorate the first <keyword id="6583338" type="UNKNOWN" weightage="20" keywordseo="Pride-march">pride march</keyword> says that even though we have come a long way in recognizing the LGBTQ+ (Pride) community, it does not necessarily equate to true acceptance. </li><li>The film, that urges people to rethink what it means to truly welcome and become an ally to the <keyword id="1218847" type="PERSON" weightage="20" keywordseo="LGBTQ-community">LGBTQ community</keyword>, is 'a reflection of ACKO’s ongoing effort to create a workplace that reflects its core values of embracing and supporting true diversity'.</li><li>The campaign, featuring <keyword id="1366336" type="PERSON" weightage="20" keywordseo="Neeraj-Kabi">Neeraj Kabi</keyword>, has been conceptualized by Leo Burnett Orchard.</li></ul>Purely digital insurance platform <a href="http://acko.com/" target="_blank">ACKO</a>, today launched a powerful digital marketing campaign on Pride Day, celebrated to commemorate the first pride march. The film communicates a powerful message, that even though we have come a long way in recognizing the LGBTQ+ (Pride) community, this does not necessarily equate to true acceptance, we still need to work on it and ensure that we can welcome one of our own if they belong to the group. The film urges us to rethink what it means to truly welcome and become an ally to the LGBTQ community. <div type="Youtube" id="63JMPlbJl70" title="ACKO celebrates Pride Month" thumbUrl="https://i.ytimg.com/vi/63JMPlbJl70/mqdefault.jpg"></div> Starring popular film &amp; theatre actor, Neeraj Kabi, who has won acclaim for his roles in the web series Sacred Games and Paatal Lok, the film opens with four friends at a get together. As one of the friends, Rakesh Kapoor (RK), proudly shows that he has changed his profile cover picture on social media to the Pride colours in support of the community, the other friends pat him on the back, assuming that RK has now learned of his son’s sexual identity. The accidental reveal leaves RK speechless as he tries to reconcile with his own conflicting actions and emotions. The film is based on the Pride Research conducted by ACKO and YouGov in June 2021, which found that only 2 out of every 5 Indian parents said that they would be supportive if their child was part of the LGBTQ+ community. The campaign highlights this important point - “Post pride, Support pride, but more importantly, be ready to accept Pride.” This campaign is a reflection of ACKO’s ongoing effort to create a workplace that reflects its core values of embracing and supporting true diversity. The company is among the early and a handful of startups that extends a group medical insurance cover to include the partners of LGBTQ+ employees. ACKO prioritizes training and education programs to sensitize and raise awareness about the LGBTQ+ community and to ensure ongoing support of LGBTQ+ staff in the company. Talking about the campaign, <keyword id="486140" type="COMPANY" weightage="20" keywordseo="Ashish-Mishra">Ashish Mishra</keyword>, Executive Vice President- Marketing, ACKO General Insurance, said, “From denial to recognition, Indian society has come a long way in terms of their attitude towards the LGBTQ+ (PRIDE) community. However, there is still a huge amount of work to be done to make sure that people are willing to accept, if one of their own is part of this community. #TalkPride Campaign is our way to progress on this front”. This campaign has been conceptualized by Leo Burnett Orchard. “We are so used to sharing our support for the LGBTQ+ community on social media. But we never take a moment to stop and think how open we will be to having someone in the family who identifies as the same. I think it is time for the country as a whole to take a step towards accepting that love is love, no matter how you choose to express it.’ added Pravin Sutar, Head of Creative, Leo Burnett Orchard. Campaign credits: Agency: Leo Burnett Orchard, Bangalore CEO and Chief Strategy Officer - South Asia Leo Burnett: <keyword id="1988206" type="PERSON" weightage="20" keywordseo="Dheeraj-Sinha">Dheeraj Sinha</keyword> CEO and Chief Creative Officer - South Asia Leo Burnett: Rajdeepak Da Managing Director India and Chief Creative Officer Leo Burnett South Asia: <keyword id="2289556" type="PERSON" weightage="20" keywordseo="Rajdeepak-Das">Rajdeepak Das</keyword> National Head and EVP: Gaurav Dudeja National Creative Director: Vikram Pandey Head of Creative: Pravin Sutar Creative Team: Geo Joseph, Suketu Gohel, Mohammad Faisal Firoz, Dilin Mathew, Akash Mohan Account Management Team: Sriya Banerjee, Chirag Jain Production House: Content Factory Head and Senior VP, Prodigious: Varun Shah Director: Puneet Prakash Sr. Content Producer: Tanaya Barve Associate Producer: Surbhi Bafna Client: ACKO General Insurance Ashish Mishra, EVP, Marketing Shilpi Saini, Senior Manager, Content Nitin Khanna – Senior Director, Brand

ACKO’s Pride campaign urges people rethink what it means to truly welcome and become an ally to the LGBTQ community

<ul><li>The <keyword id="43587" type="ORGANIZATION" weightage="20" keywordseo="pandemic">pandemic</keyword> has brought about a sea change in the way we work, communicate and in general live our lives. It has also led to a big change in the idea of <keyword id="34454" type="ORGANIZATION" weightage="20" keywordseo="leadership">leadership</keyword>.</li><li><keyword id="1988206" type="PERSON" weightage="20" keywordseo="Dheeraj-Sinha">Dheeraj Sinha</keyword>, CEO &amp; Chief Strategy Officer, South Asia, <keyword id="131262" type="PERSON" weightage="20" keywordseo="Leo-Burnett">Leo Burnett</keyword> writes about his leadership experience in the past 1.5 years and tell us about some of his biggest learnings from the experience, and how that is shaping the culture of the agency.</li></ul>What this pandemic has done to technology adoption across the board, by making zoom calls, digital payments, telemedicine and e-commerce more popular than they ever were, it has also done to the idea of leadership. Leaders have been baked in the heat of two consecutive waves of this virus, and hopefully emerged wiser. The onset of the pandemic, brought us a challenge which had no playbook. There were no do’s and don’ts on how to manage this. At Leo Burnett, we were quick to realize that we have no clue on how this will shape up, hence we needed to build ourselves a compass to guide us through this storm. We did two things. One, devolution of power and decision-making. We built a platform for our top 50 leaders to come together and discuss the strategies and take collective decisions on our future. One of the biggest learnings of the pandemic is that no one can fight this alone, but together we will emerge stronger. As an agency, we have never come more together and stronger. We have also realized that one size doesn’t fit all in situations such as these. There might be a team member who needs to take time off, yet there might be another team-member who wants to get the work done and not let it pile-up. We therefore, empowered our team leaders to make these decisions on how to use time-off and pressure-release initiatives, than implement an agency-wide policy. We did however run programs to make sure that basics such as lunch-time were seen as sacrosanct, because the blurring of work-life space had started threatening even these. Second, we built a framework to navigate our thinking. We realized that both our people and our clients needed a purpose, a guiding principle to navigate through this. Our short-term thinking framework – 0-3-6 – was designed to be this compass. Its harnessed our collective power through facilitated workshops to build short-term strategies across brands. We would have run over 50 workshops and produced over 1000 pieces of work as a result of this. This means that both our people and clients didn’t feel rudderless, we knew that we were rowing the boat together out of the crises. Yet another challenge from the leadership perspective has been the overall energy of the agency. A creative agency is all about its energy. As I have said before, sometimes I feel that my job is more of a Chief Energy Officer. But how do you keep the energy going in such times? We realized that while we were meeting the senior folks on a regular basis, now that we weren’t on the agency floor, we weren’t able to interact directly with our younger folks. So I started having tea-sessions with younger members of the organization. What amazed me was the ownership and dedication with which each one of our people were delivering work, despite the context. In these sessions, we also underlined the need to take care of ourselves and being there for each other. Never before has empathy been called to action in such a big way, when it comes to leadership. In retrospect, we managed to navigate the first wave at the agency, rather well. We didn’t have to reduce salaries or let go of people for reasons related to the pandemic. We managed our revenue and profitability well – all because we stood shoulder to shoulder as a team. The second wave however, was a bigger test as we have never felt so helpless as leaders. I am sure everyone struggled trying to arrange lifesaving resources for their people. This was the moment when you realized that there’s no power greater than people coming together to help each other. When no corporate tie-up or connection was working, it was the power of people standing up for each other that helped saved lives. If there’s one thing that I would take away from this pandemic is the power of people to come together and look in the face of adversity. As leaders, our job is to make this collective happen. To prepare the right pitch for the team to bat fearlessly.

Building a new-age agency through democracy and empathy

<ul><li><keyword id="9148173" type="General" weightage="20" keywordseo="pepper-content" source="Orion">Pepper Content</keyword> has raised $14.3 million in order to expand to the US-market.</li><li>It currently works with 2,500 customers such as Adani Enterprises, Hindustan Unilever, P&amp;G and others.</li><li>The company’s founder believes that their existing backers will make this international journey much easier given their existing network and expertise.</li></ul><keyword id="14146559" type="General" weightage="20" keywordseo="content-agency" source="Orion">Content agency</keyword> Pepper Content has raised a whopping $14.3 million (₹110 crore) in an attempt to expand to the US. The company currently runs its fill-stack content marketplace in India. Pepper Content’s Series A round was led by <keyword id="2828823" type="General" weightage="20" keywordseo="bessemer" source="Orion">Bessemer</keyword> Venture Partners. Tanglin Venture Partners, Lightspeed and Titan Capital also participated in the round, along with seasoned global operators like Doordash’s Gokul Rajaram, OYO’s Ritesh Agarwal and Abhinav Sinha, Teachable’s Ankur Nagpal, Nutanix’s Dheeraj Pandey, Helion.vc’s Ashish Gupta, and CRED’s Kunal Shah. <cmsannotation type="cmsannotation" annotationid="Choosing US was a simple decision" comment="subhead" text="Choosing US was a simple decision">Choosing US was a simple decision</cmsannotation> The company will use the proceeds from this funding to expand its international operations, particularly in the USA. Usually, companies start their international operations from the Middle East or other countries in Southeast Asia because of their similarities with the Indian market. However, Pepper Content has decided to skip that market for exactly the same reason. <div type="ExtQuote" text="“Instead of fighting the same battle in a similar market across the world, we thought let's just go after the biggest market because if not now, one year after we will have to go after the US. So why not start with the US, get in those bigger chunkier pieces then expand globally.”" auname="— Rishabh Shekhar, the co-founder of Pepper Content, said in a conversation with Business Insider."></div> Another factor that motivated Shekhar to skip the Middle East and expand directly to the US is the “seamless acceptance” of its products during trials in the US market. The other reason for Pepper Content to go after the US market is the ability to earn in dollars that too in a market which is more focused on quality of content rather than the price, he explained. <cmsannotation type="cmsannotation" annotationid="More services, more competition" comment="subhead" text="More services, more competition">More services, more competition</cmsannotation> Pepper Content — founded in 2017 by Anirudh Singla and Shekhar at the BITS Pilani campus — is a full-stack content marketplace (SaaS) that connects content creators to organisations that require content. The company claims to work with 2,500 customers such as Adani Enterprises, Hindustan Unilever, Procter &amp; Gamble (P&amp;G), HDFC Bank, CRED, Groww, SBI Mutual Funds. Google, Binance and Adobe. Along with the expansion to the US market, the company has also decided to introduce fresh services like graphic design, language translations, and video content creation. The new and existing verticals would pit Pepper Content against <keyword id="14146561" type="General" weightage="20" keywordseo="verbilo" source="Orion">Verbilo</keyword>, <keyword id="222017" type="General" weightage="20" keywordseo="webchutney" source="Orion">Webchutney</keyword>, <keyword id="14146562" type="General" weightage="20" keywordseo="99design" source="Orion">99design</keyword> and <keyword id="14146563" type="General" weightage="20" keywordseo="super-design" source="Orion">Super Design</keyword> in the US market. “What Salesforce has done for Sales, we will do for the content ecosystem,” both Singla and Shekhar said in a statement. <cmsannotation type="cmsannotation" annotationid="Shekhar says existing investors could make its US expansion easier" comment="subhead" text="Shekhar says existing investors could make its US expansion easier">Shekhar says existing investors could make its US expansion easier</cmsannotation> Shekhar also noted that their existing backers will make this international journey much easier given their existing network and expertise. “We have got the right people. And Bessemer is really big in [the] US, so we are already in contact with the US arm,” Shekhar told Business Insider. <table style="border-width: initial; border-style: none; table-layout: fixed; width: 468pt;" class="redcator-table-advance"></colgroup><tbody><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Investor </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Designation / Advantage </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Bessemer Venture Partners </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">The US-based fund had been a backer in LinkedIn, Pinterest, Shopify, Yelp and others </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Tanglin Venture Partners </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">The Singapore-based fund had invested in Jupiter, Rupeek, Open, Inshorts, Moglix </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Lightspeed </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">The US-based fund has invested in around 1,200 companies including Byju’s, OYO, ShareChat </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Gokul Rajaram </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Product and Business Helper at Doordash, Board Member at Coinbase and Pinterest </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Ritesh Agarwal </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">CEO of global budget hotel chain OYO </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Dheeraj Pandey </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Founder of Nutanix, Board Member at Adobe </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Ashish Gupta </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Founder at Helion.vc, Board Member at Hindustan Unilever Limited (HUL) </td></tr></tbody><tbody></tbody><tbody></tbody></table>Source: Pepper Content, Company websites "We firmly believe that the future of work is on-demand driven and we love the approach that Pepper is taking to build a powerful content marketing stack that helps startups and enterprises to work more strategically with expert on-demand freelance talent and enable workflows and collaboration tools to create great quality content,” Anant Vidur Puri, partner at Bessemer Venture Partners, said. SEE ALSO <a href="https://www.businessinsider.in/business/ecommerce/news/after-amazon-flipkart-reliance-and-tata-neu-indias-133-billion-ecommerce-market-may-be-too-little-for-a-fifth-player/articleshow/92062540.cms">After Amazon, Flipkart, Reliance and Tata Neu, India's $133 billion ecommerce market may be too little for a fifth player</a> <a href="https://www.businessinsider.in/business/startups/news/physicswallah-is-indias-first-profitable-edtech-startup-up-here/articleshow/92056796.cms">YouTube channel to a billion dollar company — India’s first profitable edtech unicorn is here</a> <a href="https://www.businessinsider.in/business/news/deepinder-goyal-akshant-goyal-here-is-how-much-zomatos-dream-team-earned-since-october-2021/articleshow/92080767.cms">Deepinder Goyal, Akshant Goyal — here is how much Zomato’s dream team earned since October 2021</a>

INTERVIEW: Pepper Content skip the traditional Middle East route, heads directly for the US market

<ul><li><keyword id="6357886" type="UNKNOWN" weightage="20" keywordseo="phonepe">PhonePe</keyword> brings back Inspector Desai (<keyword id="6355923" type="PERSON" weightage="20" keywordseo="Aamir-Khan">Aamir Khan</keyword>) and Shinde to talk about the ease of buying gold online.</li><li>The campaign aims to target HSM markets.</li></ul> PhonePe announced the launch of their new campaign to showcase how easy and safe it is to buy 24K pure gold coins &amp; bars on the PhonePe app. The Hindi ad films feature the much-loved duo of Inspector Desai (played by Aamir Khan) and Shinde for the audiences in the northern, western and eastern parts of the country. These have been conceptualized and created by <keyword id="261687" type="COMPANY" weightage="20" keywordseo="Leo-Burnett-India">Leo Burnett India</keyword>. <div type="Youtube" id="ZrsLnDt8gxg" title="Inspector Desai makes the most of a golden opportunity | PhonePe" thumbUrl="https://i.ytimg.com/vi/ZrsLnDt8gxg/mqdefault.jpg"></div> Speaking about the campaign Ramesh Srinivasan, Director - Brand Marketing, PhonePe said “While we absolutely wanted to highlight the USPs of buying gold on PhonePe, we wanted to do it in a manner that tells a story and not just communicates the message. So, the brief was centred on having a conversation with our audiences and helping them understand the seamless and hassle-free experience of buying gold on PhonePe, with a storytelling format that is relatable yet memorable.” The 4-film campaign through a series of short films builds the consumers' trust in buying Gold on PhonePe. The films address the concerns one would have regarding purity and ease of buying gold through the inimitable camaraderie between Inspector Desai and his trusted Shinde. The films reiterate the purity of the gold purchased from PhonePe by ensuring certification for reassurance of quality and assure a seamless gold buying experience from buying to storing hassle free through the playful banter between the two characters. Ramesh Srinivasan adds “This assurance is at the core of our product, which we wanted to bring out to the fore with our campaign. The campaign’s theme of Ab Gold Lo Befikar PhonePe is the culmination of that belief.” <div type="Youtube" id="r-eeHH3JJrU" title="What is Inspector Desai’s golden solution? | PhonePe" thumbUrl="https://i.ytimg.com/vi/r-eeHH3JJrU/mqdefault.jpg"></div> Speaking about the campaign <keyword id="2289556" type="PERSON" weightage="20" keywordseo="Rajdeepak-Das">Rajdeepak Das</keyword>, CEO &amp; Chief Creative Officer – South Asia, Leo Burnett, said “The adventures of Inspector Desai and Shinde are back! And this time the duo are busting myths about buying gold online, but of course with their signature wit and humour. Although we have come a long way in adopting digital payments, gold still remains a traditional in-store purchase. Our campaign through its playful humour and narrative encourages everyone to move to the smart way of buying gold – on PhonePe. We hope our audiences will enjoy and find resonance with our films.” <div type="Youtube" id="qcT7yyDdgNk" title="A quick lesson in Gold buying by Inspector Desai | PhonePe" thumbUrl="https://i.ytimg.com/vi/qcT7yyDdgNk/mqdefault.jpg"></div> Client – PhonePe: Richa Sharma, Ramesh Srinivasan Campaign Manager: Vasudha Khurana Content Managers: Madhavi Varanasi, Nigel Sequeira Digital &amp; Social Managers: Yatithi Vidhlani, Aditya Nair Agency: Leo Burnett CEO &amp; CCO – South Asia, Leo Burnett: Rajdeepak Das CEO &amp; CSO – South Asia, Leo Burnett: Dheeraj Sinha National Creative Directors: Prajato Guha Thakurta, Sachin Kamble Associate Executive Creative Directors: Archit Gadiyar, Vinit Sanghvi Creative Team: Shivani Gairola, Saumya Aggarwal, Ketan Shinde, Simran Arora, Punya Arora, Silvi Kasliwal, Vedika Karpe Executive Vice President: Niket Kumar, Maninder Bali Associate Vice President: Pooja Punjabi Brand Services Directors: Antara Bhattacharya, Shreyash Goenka Brand Strategy Associate: Samiksha Gupta

PhonePe's latest campaign with Aamir Khan aims to bust myths about buying gold online before the festive season

<ul><li><keyword id="131262" type="PERSON" weightage="20" keywordseo="Leo-Burnett">Leo Burnett</keyword> India’s motorcycle mounted device helps detect potholes in real-time.</li><li>It is sponsored by ACKO Insurance.</li></ul>India is known to have one of the largest road networks in the world, however owing to heavy traffic and water logging, Indian roads are riddled with potholes making them a serious menace for commuters. *Last year, we recorded 4775 accidents and 2140 deaths due to pothole-related accidents. And this problem becomes even more acute during monsoon as waterlogging causes thousands of potholes to become invisible overnight, making them extremely dangerous for two-wheeler commuters. The team at Leo Burnett India has been researching and working towards finding a solution that will help address this problem. It has now come up with a unique solution to detect potholes. Leo Burnett India has announced the launch of ‘StreetEye’ - a motorcycle mounted device that can help map potholes in real time, potentially saving thousands of motorcyclists from accidents and mishaps. StreetEye has been conceptualised and created by Leo Burnett India and sponsored by ACKO the new-age digital general insurance brand and will be launched soon. ‘StreetEye’ is a motorcycle-mounted device that can detect submerged potholes in real-time using light detecting stereo cameras. StreetEye has been designed and developed by Leo Burnett and sponsored by ACKO. <div type="Youtube" id="7yxcNYSV-W0" title="Introducing StreetEye: a motorcycle-mounted device that detects potholes in real-time" thumbUrl="https://i.ytimg.com/vi/7yxcNYSV-W0/mqdefault.jpg"></div> Speaking about the prospective launch Rajdeepak Das, CEO &amp; Chief Creative Officer, Leo Burnett said “At Leo Burnett we believe the only way to predict the future is to create it ourselves. We have always been driven by our HumanKind philosophy which puts people and problems at the centre of all our initiatives. The teams at Leo Burnett have been tirelessly researching, developing and testing various versions of StreetEye to find a solution to one of the vital problem i.e. accidents due to potholes. And we are very excited about this product and would be launching it soon in the market.” Adding further, Dheeraj Sinha, CEO &amp; Chief Strategy Officer, Leo Burnett said “Creativity’s true potential is in solving larger problems of the world. StreetEye is a perfect example of how by bringing together innovation, data, design &amp; technology and fuelling it with creativity we can create new age solutions to resolve age old problems. At Leo Burnett we have realised that by bringing creativity and technology together we can play a greater role in helping solve larger problems together with our client partners.” Ashish Mishra, EVP - Marketing, ACKO said “ACKO as a brand has revolutionized the insurance buying process by innovating and replacing traditional models with new-age solutions. ACKO’s commitment to improving lives and Leo Burnett’s vision to use technology for solving real problems has made this happen. We look forward to StreetEye making a meaningful difference especially for bikers during monsoon.” *Reference - The above statistical information was obtained from the Indian Ministry of Road Transport and Highways report of the year 2019

This advertising agency has come up with a unique solution to prevent motorcycle accidents in India

Reality is the most coveted theme in Bollywood right now. From churning out biopics to drawing inspiration from real-life incidents, movies are riding the ‘reality’ wave in a bid to rake in big moolah. Although it is not a box office hit, the recently released Gulaab Gang, starring Madhuri Dixit Nene and Juhi Chawla, is said to be inspired by Sampat Pal Devi and her Gulabi Gang, a group of Indian women vigilantes and activists. Another biopic based on Olympic medallist Mary Kom is coming up soon and promises to make waves. But before that, let us take a look at some of the most popular movies inspired by real life. 
 
1. Bhaag Milkha Bhaag One of the biggest hits of 2013 starring <keyword id="5015" type="PERSON" weightage="40" keywordseo="Farhan-Akhtar">Farhan Akhtar</keyword>, this is a biopic of Milkha Singh, the Flying Sikh of India. The flick goes beyond the obvious and highlights the lesser-known facts of the legendary athlete’s life, thus introducing the Indian sports hero to the Gen Y. Farhan is spectacular in his role while Milkha Singh has sold the rights of the movie for Re 1. However, a share of the profits goes to <keyword id="1937557" type="UNKNOWN" weightage="40" keywordseo="Milkha-Singh-Charitable-Trust">Milkha Singh Charitable Trust</keyword>. 
 
2. The Attacks of 26/11 
Directed by Ram Gopal Varma, this docudrama is based on the gory Mumbai attacks of 2008. The movie focuses on the series of events that took place on this fateful day. The movie revolves around the terrorist attacks and Ajmal Kasab, the prime radical, who was caught. RGV relies on police statements, eyewitnesses and the court evidence to bring in a pretty close presentation of reality. 
 
3. Once Upon a Time in Mumbai Dobaara 
A sequel to 2010’s Once Upon a Time in Mumbai, the movie is inspired by the animosity between gangsters Dawood Ibrahim and Chota Rajan. Despite a lot of hype, this gangster saga turned out to be a flop. Akshay Kumar, <keyword id="14676" type="PERSON" weightage="40" keywordseo="Imran-Khan">Imran Khan</keyword> and Sonakshi Sinha played lead roles in the film. 
 
4. The Dirty Picture 
Starring Vidya Balan, this one is a biopic of the southern sex siren, Silk Smitha, and offers a heavy dose of entertainment. Vidya has done an admirable job here and played a perfect seductress. She did her best to get into the skin of the character, which also required her to put on oodles of flab. 
 
5. Special 26 Starring Akshay Kumar and Anupam Kher, this film was inspired by a real life incident that took place in Mumbai’s Zaveri Bazaar in 1987. In the movie, a group on conmen posing as CBI officers executes a daylight income tax raid. The film also stars <keyword id="7637" type="PERSON" weightage="40" keywordseo="Manoj-Bajpayee">Manoj Bajpayee</keyword> and Jimmy Shergill, and has won plenty of critical acclaim. 
 
6. Paan Singh Tomar 
Another gem of a movie starring Irrfan Khan. This is a biopic of an athlete, Paan Singh Tomar, who was employed with the Indian Armed Forces. The film weaves the real life incidents that forced Paan Singh to quit the defence services and his dream of becoming an internationally acclaimed athlete, and take to guns instead. 
 
7. Satyagraha – Democracy Under Fire A political thriller starring Amitabh Bachchan, Ajay Devgn and Kareena Kapoor, this flick is loosely based on <keyword id="57766" type="PERSON" weightage="40" keywordseo="Anna-Hazare">Anna Hazare</keyword>’s fight against corruption. While Big B plays the role of Anna, Kareena’s character is inspired by the international journalist, Christian Amanpour. 
 
8. No One Killed Jessica This political crime thriller is a screen adaptation of the much publicised <keyword id="14009" type="PERSON" weightage="40" keywordseo="Jessica-Lal">Jessica Lal</keyword> murder case. While Vidya Balan plays Jessica’s elder sister, Rani Mukherjee is the spunky news reporter. The film has been widely appreciated for making the point quite poignantly and has bagged many prestigious awards. 
 
9. Not a Love Story 
This film starring Mahie Gill and Deepak Dobriyal is based on the ghastly murder of Neeraj Grover that led to the arrest of Maria Susairaj and M.L. Jerome. Director Ram Gopal Varma shot the movie in just 20 days at Dheeraj Solitaire building, which is the prime location of the incident. 
 
10. Guru 
It has not been stated officially but Guru, starring Abhishek Bachchan and Aishwarya Rai, takes inspiration from the life and times of India’s celebrated business tycoon, <keyword id="6418409" type="PERSON" weightage="40" keywordseo="Dhirubhai-Ambani">Dhirubhai Ambani</keyword>. It portrays the journey of an ordinary man growing up to become one of the most powerful businessmen, with absolute faith in his dreams. 
 
Image: Indiatimes

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