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Bollywood stars Shah <keyword id="112657" type="General" weightage="80" keywordseo="rukh-khan" source="Orion">Rukh Khan</keyword> and <keyword id="6354713" type="General" weightage="80" keywordseo="kajol" source="Orion">Kajol</keyword>'s iconic film 'Dilwale Dulhania Le Jayenge' is set for a wider release on Valentine's Day. <keyword id="1178173" type="General" weightage="80" keywordseo="rohan-malhotra" source="Orion">Rohan Malhotra</keyword>, Vice President, Distribution, YRF, said: "'Dilwale Dulhania Le Jayengea' (DDLJ), the longest-running film in the history of cinema, has become synonymous with romance for India and Indians for generations since its historic release." "This year, on the occasion of Valentine's Day, we are making their wish come true. DDLJ will be screened across India, starting Feb 10, for a period of one week only!" DDLJ will be released in 37 cities across India, including Mumbai, Pune, Ahmedabad, Surat, Vadodara, Gurgaon, Faridabad, Lucknow, Noida, Dehradun, Delhi, Chandigarh, Kolkata, Guwahati, Bengaluru, Hyderabad, Indore, Chennai, Vellore, Trivandrum. Rohan said: "YRF &amp; SRK are not only synonymous with delivering Indian cinema's biggest blockbusters but also for collaborating on films which have redefined the Indian film industry and have had a lasting cultural impact." He added: "It is an amazing coincidence that DDLJ, an all-time blockbuster, was released by YRF during its 25th-year celebrations and this year, history has repeated itself with <keyword id="12756474" type="General" weightage="80" keywordseo="pathaan" source="Orion">Pathaan</keyword> as it has become the highest-grossing Hindi film worldwide (original format) during YRF's 50-year celebrations!" SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/startups/news/20-year-old-who-learned-machine-design-from-youtube-wins-an-all-panel-deal-on-shark-tank-india/articleshow/97792975.cms">20-year-old who learned machine design from YouTube wins an all-panel deal on Shark Tank India</a>

SRK's Dilwale Dulhania Le Jayenge is set for a wider release on Valentine's Day

<ul><li>Bollywood's Badshah <keyword id="1671" type="General" weightage="80" keywordseo="shah-rukh-khan" source="Orion">Shah Rukh Khan</keyword> turns 57 today.</li><li>On the occasion of Shah Rukh Khan's birthday, cinema chain <keyword id="799" type="General" weightage="100" keywordseo="pvr" source="Orion">PVR</keyword> will be screening his iconic film 'Dilwale Dulhania Le Jaayenge,'</li><li>DDLJ will be screened across 28 cinemas in 18 cities.</li></ul>As Bollywood's Badshah Shah Rukh Khan turns 57 today, cinema chain PVR will be screening his iconic film 'Dilwale Dulhania Le Jaayenge' (DDLJ) to celebrate the moment. 'Dilwale Dulhania Le Jayenge' will be screend across 28 cinemas in 18 cities namely Mumbai, Delhi NCR, Pune, Ahmedabad, Bengaluru, Chennai, Hyderabad, Kolkata, Chandigarh among others on November 2. Shah Rukh says: "DDLJ has been an extremely special film for me. I am grateful for all the love I have been receiving over the years for the film. Bringing it back on my birthday just makes it more special. Thank you!" Released on October 20, 1995, the film shares a legacy with PVR as its legacy property PVR Priya in Vasant Vihar, New Delhi screened the movie for the first time in 1995. Sanjeev <keyword id="4106469" type="General" weightage="50" keywordseo="kumar-bijli" source="Orion">Kumar Bijli</keyword>, Joint Managing Director, PVR Ltd, said, "Shah Rukh Khan is one of the very few names in the Hindi film industry, who has become synonymous with the genre of romance." <keyword id="1178173" type="General" weightage="50" keywordseo="rohan-malhotra" source="Orion">Rohan Malhotra</keyword>, Vice President - Distribution, <keyword id="36603" type="General" weightage="50" keywordseo="yash-raj-films" source="Orion">Yash Raj Films</keyword> said, "DDLJ is the longest running film in the history of Indian cinema which has shaped pop culture as we know today. It is our biggest IP and it is symbolic to the deep bond that Shah Rukh Khan and Aditya Chopra's YRF share." SEE ALSO: <a href="https://www.businessinsider.in/stock-market/news/markets-break-4-session-winning-streak-to-open-lower-in-early-trade/articleshow/95245774.cms">Markets turn choppy ahead of US Fed monetary policy outcome</a> <a href="https://www.businessinsider.in/tech/news/twitter-discontinues-ad-free-articles-for-blue-subscribers-amid-a-revamp-of-the-premium-subscription/articleshow/95246187.cms">Twitter discontinues ad-free articles for Blue subscribers amid a revamp of the premium subscription</a>

It's SRK's birthday today and his iconic film DDLJ is back in PVR cinemas

<ul class="summary-list"><li>"Dilwale Dulhania Le Jayenge" is one of the most successful Indian films in history.</li><li>It's being adapted for <keyword id="11909345" type="UNKNOWN" weightage="60" keywordseo="broadway" source="Orion">Broadway</keyword>, but with a white male lead.</li></ul>The beloved <keyword id="11893114" type="UNKNOWN" weightage="60" keywordseo="bollywood" source="Orion">Bollywood</keyword> movie, "Dilwale Dulhania Le Jayenge," is being adapted for Broadway — but some fans are accusing the production of whitewashing.The original "DDLJ," as the film is affectionately called by fans, follows two young Indians, Raj and Simran, as they fall in love during a vacation through Europe with their friends. But Simran's father has arranged a marriage match for his daughter back in India, which the couple must grapple with.The "Romeo &amp; Juliet"-esque movie was the highest-grossing Indian film when it was released in 1995, and is the longest-running film in the history of Indian cinema. Critics praised the movie for how it portrayed issues of social and generational conflicts in Indian culture.The Broadway <a href="https://playbill.com/article/shoba-narayan-and-austin-colby-to-star-in-broadway-bound-come-fall-in-love-the-ddlj-musical">adaptation</a>, "Come Fall in Love – The DDLJ Musical," features a similar plot. But this time, Simran falls in love not with Raj, but with Roger "Rog" Mandel, a white American man.<div type="image" title="Picture of Shoba Narayan, Broadway actress." height="3000" width="2324" msid="92964515" hostid="261"></div>"Come Fall in Love" will be directed by Aditya Chopra and produced in association with Yash Raj Films, the original film's director and production company. It also features many Indian-American cast and crew. The musical's opening night is set for September 14 in San Diego's The Old Globe theatre.But some members of the South Asian community are pushing back against the adaptation's replacement of its male lead, <a href="https://twitter.com/bhaviklathia/status/1547325923682357251">decrying it</a> as "absolutely and absolutely unacceptable."One Twitter user called the adaptation a "cliche story line of *brown girl grapples with their cultural identity and falls for white guy.*" "So it's a white savior story now?" another Twitter user <a href="https://twitter.com/J4ck_b_quick/status/1548768169124368385">wrote</a>."Why whitewash an Indian story?" a user tweeted. "I hate this so much."Broadway has a long history of casting white actors as characters of color. Musicals like Lin-Manuel Miranda's "In the Heights," "Hairspray," and "Once on This Island" have similarly been criticized of whitewashing.A large part of the problem lies in the lack of <keyword id="11929860" type="UNKNOWN" weightage="60" keywordseo="diversity" source="Orion">diversity</keyword> among actors, directors, writers, and producers, according to experts. A <a href="http://www.aapacnyc.org/2018-2019.html">2021 report</a> on racial representation on New York City stages found that white actors took almost two-thirds of all available roles during the 2018 to 2019 season. Nearly 94% of producers and directors were white, the study found.

A Broadway adaptation of one of the most popular Bollywood movies of all time will feature a white, American lead. Some fans say it's another example of whitewashing on stage.

<ul><li>Cult.fit’s latest campaign ‘Fitness is not an option’ gives a hilarious twist to famous Bollywood scenes.</li><li>However, its ‘Jaa Simran Jaa’ advertisement has been taken down from YouTube after being flagged by <keyword id="36603" type="General" weightage="20" keywordseo="yash-raj-films" source="Orion">Yash Raj Films</keyword> for violating copyright.</li><li>In a statement sent to Advertising and Media, Cult.fit says that the advertisement was produced and released after all due diligence. </li></ul>Cult.fit’s latest advertisement that introduced a hilarious twist to the iconic scene from Shahrukh Khan and Kajol starrer <keyword id="88064" type="General" weightage="20" keywordseo="Dilwale-Dulhania-Le-Jayenge" source="Orion">Dilwale Dulhania Le Jayenge</keyword>, has been taken down from YouTube. It featured a reenactment of the ‘train scene’ from the film. The video was flagged by Dilwale Dulhania Le Jayenge’s Production Company, Yash Raj Films for violating copyright. YouTube’s error reads, “The video contains content from YRF, who has blocked it on copyright grounds.” In its campaign, 'Fitness is not an option', the female protagonist, who reenacts Simran from DDLJ, can be seen running towards the hero, only, she is too unfit to get onto that train, something many of us leading such unhealthy lifestyles will relate to immediately. As Simran makes a dash for the moving train, she starts panting and wheezing. She gives up and tells her partner that she will catch the next train to meet him the next day. Cult.fit has also deleted the advertisement and announcement posters referencing DDLJ from Instagram, Twitter and Facebook. The campaign is produced by Supari Studios. However, Cult.fit said that the advertisement was released after all due diligence. "At Cult.fit, our focus through various marketing campaigns has been to resonate with our audience and create something relatable and memorable. We often lean on popular culture which has time and again proven to be impactful. We've taken a similar approach for our latest campaign - ‘Fitness is not an option’. The ad was produced and released after all due diligence done from our end. The response to it has been exceptional overall and we amassed over a million views on Instagram in less than 48 hours," Cult.fit's spokesperson told Advertising and Media Insider. The same campaign also puts a twist to Zindagi Na Milegi Dobara’s (ZNMD) last scene ‘The Bull race.’ It features comedians Rahul Subramanian, Aadar Malik and Rahul Dua as Hrithik Roshan, Farhan Akhtar and Abhay Deol. <div type="Youtube" id="xAB3CZC1BcI" title="Fitness Is Not An Option (cult.fit)" thumbUrl="https://i.ytimg.com/vi/xAB3CZC1BcI/mqdefault.jpg"></div> Although, the once-bitten brand played it safe this time. Despite clear resemblance with ZNMD characters, it added a disclaimer that says, “The production is only for promotional purposes and all characters herein are fictitious and similarity with an actual person, living or dead, is purely coincidental.”

Cult.fit's 'Jaa Simran Jaa' advertisement taken down from YouTube after Yash Raj Films flags it for copyright infringement

Oscar-winning Hollywood actor and environment activist <keyword id="26566" type="General" weightage="80" keywordseo="leonardo-dicaprio" source="Orion">Leonardo DiCaprio</keyword> has lauded the <keyword id="6354915" type="General" weightage="100" keywordseo="assam" source="Orion">Assam</keyword> government for its efforts that has resulted in no poaching of the endangered one-horned rhinoceros in the Indian state in 2022. The Assam government on January 1 announced that for the first time since 1977, there was no case of poaching of the animal in the state in 2022. The actor took to Instagram, where he said: "In 2021, the government of the Indian state of Assam set out to end the poaching of the Endangered Greater One-Horned Rhinoceros in Kaziranga National Park following the killing of around 190 animals for their horns between 2000 and 2021." "In 2022, they met their goal and no rhinos were poached in the area for the first time since 1977." The actor called it "good news". "Kaziranga National Park is home to 2,200 greater one-horned rhinos, which is about two-thirds of the world's population. This triumph in India also comes with more good news, as @wwf (<keyword id="95620" type="General" weightage="50" keywordseo="world-wildlife-fund" source="Orion">World Wildlife Fund</keyword>) also reports that the world population of the rare rhino soared to around 3,700 from about 200 at the turn of the 20th century," he added. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/auto/news/what-does-it-cost-to-find-love-on-a-dating-app-and-is-the-price-worth-it/articleshow/97775287.cms">What does it cost to find love on a dating app, and is the price worth it?</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/entertainment/news/srks-dilwale-dulhania-le-jayenge-is-set-for-a-wider-release-on-valentines-day/articleshow/97793277.cms">SRK's Dilwale Dulhania Le Jayenge is set for a wider release on Valentine's Day</a>

Leonardo DiCaprio praises Assam govt for zero rhino poaching

<ul><li><keyword id="7829777" type="General" weightage="20" keywordseo="cult-fit" source="Orion">Cult.fit</keyword> has launched its new campaign titled '<keyword id="18974" type="General" weightage="20" keywordseo="fitness" source="Orion">Fitness</keyword> is not an option'.</li><li>The brand puts a hilarious twist to one of the most iconic dialogues to come out of Bollywood, 'Ja Simran ja, jee le apni zindagi'.</li><li>With the launch of this campaign, cult.fit wants to inspire people to get started on or get back into their fitness journeys and make it a top priority.</li></ul>The famous scene from the 90's superhit <keyword id="88064" type="General" weightage="20" keywordseo="dilwale-dulhania-le-jayenge" source="Orion">Dilwale Dulhania Le Jayenge</keyword> where Babuji says, 'Ja Simran ja, jee le apni zindagi' is ingrained in our brains. And well, over the years, memers and content creators have given us enough content around the scene to make sure we never really forget it. But Cult.fit, in its new campaign has introduced a hilarious twist into the scene. <div type="Youtube" id="WHNZWOHfyrY" title="Fitness is not an option (cult.fit)" thumbUrl="https://i.ytimg.com/vi/WHNZWOHfyrY/mqdefault.jpg"></div> In its campaign, 'Fitness is not an option', the female protagonist can be seen running towards the hero, only, she is too unfit to get onto that train, something many of us leading such unhealthy lifestyles will relate to immediately. With the launch of this campaign, cult.fit wants to inspire people to get started on or get back into their fitness journeys and make it a top priority. The first TVC in the campaign has gone live on TV and OTT platforms during the ongoing India vs England test matches and will extend into the IPL season which is set to resume on 19th September. This is the first in a series of ads in this domain. The second TVC in the campaign will follow in the coming weeks. Top fitness influencers and content creators will be collaborating with cult.fit to promote the message ‘Fitness is not an option’ across their social media accounts. Commenting on the campaign launch, <keyword id="4157434" type="General" weightage="20" keywordseo="naresh-krishnaswamy" source="Orion">Naresh Krishnaswamy</keyword>, Growth and Marketing Head, cult.fit, said: “We are thrilled to be rolling out this campaign which redefines how fitness has been viewed till now. Our goal is to inspire people to think about fitness as a necessity. By leveraging humour and popular culture, which is a first in this industry, we want to land our message and have an impact. We are excited for everyone to see it and aim to motivate people to be proactive about getting fit.”

When Cult.fit put a hilarious twist to the famous dialogue 'Ja Simran Ja' from Dilwale Dulhania Le Jaenge

<keyword id="103" type="General" weightage="80" keywordseo="switzerland" source="Orion">Switzerland</keyword> pays tribute to late legendary filmmaker <keyword id="2238" type="General" weightage="100" keywordseo="yash-chopra" source="Orion">Yash Chopra</keyword>, saluting his contribution of having showcased Switzerland's beauty to Indians through his films. The much-awaited <keyword id="128682" type="General" weightage="20" keywordseo="Netflix" source="Orion">Netflix</keyword> docu-series, 'The Romantics', is a celebration of the legacy of Yash Chopra and its cultural impact on Indians over the past 50 years. It is set to release this Tuesday. Remo Kaser, Director of Sales Jungfrau Railways, Switzerland, said: "The legend, Yash Chopra, has presented the beauty of Switzerland and especially the Jungfrau Region to Indians across the world for generations, through his beautiful, soulful cinema." "Indians, who come to Jungfraujoch - Top of Europe year on year, have always spoken to us about how the romantic films of Yash Chopra have pushed them to visit the Jungfrau Region and Interlaken and make memories for a lifetime." The Swiss authorities will celebrate Yash Chopra's legacy across the country, especially in places where the filmmaker shot mega-hits like Darr and Chandni. His son Aditya Chopra also shot the all-time blockbuster, 'Dilwale Dulhania Le Jayenge' in Switzerland. Every Indian has been enchanted by Switzerland's snow-capped mountains, lush valleys, and pristine lakes in large part because of Yash Chopra's films. It is said that he visited Switzerland for his honeymoon and was smitten by the country instantly. The Swiss government has continuously honoured the legendary filmmaker through the years. In 2011, Switzerland's Jungfrau Railways inaugurated a train named after him - an honour shared only with the railway's founder, Adolf Guyer. The train featured his signature and name on a signboard. In May 2016, a bronze statue of Yash Chopra was installed by the Switzerland government as a tribute, near the Congress Centre in Interlaken, a popular tourist spot. At the prestigious Victoria-Jungfrau Grand Hotel &amp; Spa, a special deluxe cinema-themed suite is named after Yash Chopra. In 2011, the filmmaker inaugurated the suite. Lake Lauenen, in the Canton of Berne, is referred to as Lake Chopra! The Swiss government honoured Yash Chopra with the title of Ambassador of Interlaken, making him the first recipient of the award. He was also bestowed the Swiss Ambassador's Award. Remo added: "Switzerland and India have a great bond of mutual respect and admiration and Yash Chopra has played a monumental role in solidifying the relationship between our great nations. Switzerland is only too proud to celebrate his legacy here." The Romantics has been directed by Oscar &amp; Emmy-nominated film-maker Smriti Mundhra. Netflix, in this four-part docu-series, will feature 35 leading personalities from the film industry, who have closely worked with YRF through its 50-year glorious existence. Interestingly, the reclusive head of the iconic <keyword id="36603" type="General" weightage="50" keywordseo="yash-raj-films" source="Orion">Yash Raj Films</keyword>, Aditya Chopra, has also recorded his first on-camera interview for 'The Romantics'.

Switzerland pays tribute to Yash Chopra for presenting its beauty to Indians

<ul><li>Ahead of World Emoji Day which falls on July 17, we take a look at how emojis have become a very important part of our everyday digital conversations.</li><li>Brands have realised the emoji connect and many have been upping their emoji game on digital platforms to build a stronger connect with its target audience.</li><li>We speak to <keyword id="1680920" type="PERSON" weightage="20" keywordseo="Rishabh-Sharma">Rishabh Sharma</keyword>, Head - <keyword id="10538938" type="UNKNOWN" weightage="20" keywordseo="twitter-next">Twitter Next</keyword>, India who tells us how <keyword id="6354616" type="UNKNOWN" weightage="20" keywordseo="Twitter">Twitter</keyword> is innovating and offering more emoji fuel to brands to help them build more engaging campaigns for the platform.</li></ul>Over the years, emojis have become an important part of the language we use on digital platforms. Emojis are universal, they transcend languages and cultures, and bind us all together through the emotions that they often symbolise. If some studies are to be believed, around 92% of all people online use emojis to communicate. And why not, they help add color, emotions and at times even suspense to our conversations. Over the years, brands too have realised the power of emojis and many have experimented in different ways with emojis to build a stronger connect with their consumers. Platforms have also launched custom emojis to further drive personalization and strengthen connect with their audiences. Twitter is a platform that has, over the years, experimented with emojis. Many brands that have innovatively used emojis have found success on the platform too. Ahead of World Emoji Day, we caught up with Rishabh Sharma, Head - Twitter Next, India, to understand how the use of emojis on the platform has evolved over the years, and to take a look at the campaigns of a few brands that have got it right. He also shares a few tips to help brands get their emoji game right on Twitter. Excerpts: Q) Emojis have become an important part of how we communicate in the digital world today. How have brands been using emojis to build a connect with consumers? In order for brands to create thumb-stopping messages, visual expression is a key ingredient in the mix. How we communicate socially and express our emotions has drastically changed in the digital world and people using the Internet are driving the rise of this visual language. Emojis on Twitter are a big part of this. Today, brands across categories and markets are leveraging Twitter’s branded emoji to add visual personality to their campaigns, becoming part of the conversation. Our internal studies show that brands leveraging custom emojis garner higher receptivity and engagement on the campaign hashtag. Brands are investing in creating a fun, appealing creative element that is unique to their campaign, product or message, and in return receiving organic endorsement when the people on Twitter use the branded hashtags in the Tweets. Q) How have you as a platform been customizing emojis to help brands communicate better? Our focus remains on partnering with brands to understand the theme of their marketing campaign, the message they are aiming to communicate and then advise them on the use of a custom branded emoji. The creative canvas is wide open for all brands to create something unique and personal for their audience. Some of the ideas we’ve experimented with include launching custom emojis that are designed through crowdsourcing, creating intrigue by exploring dark mode emojis or even asking the people on Twitter to unlock content by pairing emojis together. Q) What are some of the most effective brand campaigns on Twitter that have been heavily driven by emojis and have seen success in the past few years? Through the years, we have seen varied usage of emojis as the format has now become staple for brands in the country. Whether you’re launching a new brand, product, app, message or promotion, adding a visual identity makes the hashtag come alive. <a href="https://twitter.com/OPPOIndia/status/1412684605468012548">Oppo India</a> is live with a custom branded emoji for their upcoming launch of Reno6, and the design highlights the core feature of glow in the model. Last month, we saw <keyword id="3194526" type="PERSON" weightage="20" keywordseo="Netflix-India">Netflix India</keyword> (<a href="https://twitter.com/NetflixIndia">@NetflixIndia</a>) creating a swell conversation on the timeline as they <a href="https://twitter.com/NetflixIndia/status/1400343251329163264">went live with an emoji</a> for the movie ‘<keyword id="8920548" type="UNKNOWN" weightage="20" keywordseo="jagame-thandhiram">Jagame Thandhiram</keyword>’ and created a connection with the audience in the south celebrating Dhanush. Amazon Prime Video (<a href="https://twitter.com/PrimeVideoIN">@PrimeVideoIN</a>) India recently launched <a href="https://twitter.com/PrimeVideoIN/status/1410848332084252675">‘The Tomorrow War’</a> campaign on Twitter, where our teams collaborated to delight the streaming fans with a <a href="https://twitter.com/hashtag/WhiteSpikesHunt?src=hashtag_click">#WhiteSpikesHunt</a> emoji. An emoji that will only appear once you switch off the lights on Twitter a.k.a dark mode. Spotify India (<a href="https://twitter.com/spotifyindia">@spotifyindia</a>) continues to lead with a language of expression, as they activated the much loved branded emoji for two successive <a href="https://twitter.com/spotifyindia/status/1273971294875160576">World Music Day</a> campaigns across the year. Q) How are you as a platform also making your emojis more diverse and inclusive? Emojis are embedded in the conversational culture on Twitter - their usage has grown with conversations on the service. Over the years, we’ve introduced several customised emojis to support diverse conversations. For entertainment enthusiasts, we’ve released custom emojis for movies like <a href="https://twitter.com/twitterindia/status/898465872024444928?lang=en">#Mersal</a>, the<a href="https://twitter.com/TwitterIndia/status/1318437648663339010?s=20"> 25th anniversary of Dilwale Dulhania Le Jayenge</a>, and shows like <a href="https://twitter.com/TwitterIndia/status/787602771000168448">Bigg Boss</a>. Sports conversations are massive on Twitter, and we’ve encouraged these with emojis for the <a href="https://twitter.com/cricketworldcup/status/1133846210622709762">Cricket World Cup</a> and for the <a href="https://twitter.com/TwitterIndia/status/1378378919858950146">IPL</a>. We’ve also introduced several emojis for festivals like Diwali, <a href="https://twitter.com/TwitterIndia/status/926657299145400320?s=20">Guru Nanak Jayanti</a>, <a href="https://twitter.com/TwitterIndia/status/1135753458764591109">Eid</a>, <a href="https://twitter.com/TwitterIndia/status/984705774738796544">Vishu and Puthandu</a> to cater to diverse audiences pan-India, and also for occasions of national importance like <a href="https://twitter.com/TwitterIndia/status/1353704564931715072">Republic Day</a>. We even <a href="https://blog.twitter.com/en_in/a/2016/we-launched-our-first-crowd-sourced-diwali-emoji-in.html">crowdsourced an emoji for Diwali in 2016</a>. Like many others, our recent <a href="https://twitter.com/TwitterIndia/status/1366698471638507520">#AssemblyElections2021</a> emoji could be activated with hashtags in multiple languages. Earlier this year, we released the <a href="https://twitter.com/TwitterIndia/status/1367758348083335173">#WeAreWomen emoji</a> on Women’s Day, to support conversations from the women community across the globe. When we look at branded emojis, we’re catering to and partnering with a dynamic set of brands across categories, ranging from <keyword id="1245953" type="ORGANIZATION" weightage="20" keywordseo="OTT">OTT</keyword> and media &amp; entertainment category, BFSI, Auto, E-commerce, Fintech and more. For Uber India’s (<a href="https://twitter.com/Uber_India">@Uber_India</a>) Valentine’s Day 2019 campaign, <a href="https://twitter.com/hashtag/LoveMovesForward?src=hashtag_click">#LoveMovesForward</a>, we partnered with the brand to introduce a <a href="https://twitter.com/Uber_India/status/1095367504543633408?s=20">Pride Heart emoji</a> to spearhead love and acceptance, and build on their broader mission of ‘Move Forward’. The conversations on Twitter are evolving, and we make sure that reflects in how we’re contributing to these conversations. Q) What are some of the most effective emoji-driven formats that brands have been using on Twitter? We’ve been experimenting with formats to help brands engage more meaningfully. We have partnered with a number of brands to create what we call an <keyword id="11653792" type="UNKNOWN" weightage="20" keywordseo="emoji-engine">Emoji Engine</keyword> - and it has worked really well from an audience engagement lens. With the help of third party partners, we create a customised bank of emojis that serves people a personalised experience. When someone engages with an Emoji Engine campaign by Tweeting with an emoji, they’re rewarded with customised content that is tied to that specific emoji. Several brands have used the Emoji Engine to drive entire campaigns. <a href="https://twitter.com/bmwindia/status/1319284825140817923?s=19">BMW India</a> also gave people an exclusive peek into <a href="https://twitter.com/hashtag/The2?src=hashtag_click">#The2</a> through an Emoji Engine. <a href="https://twitter.com/NetflixIndia/status/1309482939101503488">Netflix India’s</a> <a href="https://twitter.com/hashtag/NetflixMatchmaker?src=hashtag_click">#NetflixMatchmaker</a>, which was based on the insight that customers actively seek content recommendations on Twitter, shared binge-worthy recommendations that match the mood of the emoji Tweeted with the campaign hashtag. <a href="https://twitter.com/Flipkart/status/1315653182429618178?s=19">Flipkart’s </a><a href="https://twitter.com/hashtag/BigBillionDays?src=hashtag_click">#BigBillionDays</a> campaign also used an Emoji Engine - wherein each emoji Tweeted was rewarded with suitable discounts and offers available in the flagship e-sale. Q) How can brands further up their emoji game on Twitter? As we continue to innovate with upcoming formats, and experiment with the existing creative canvas on Twitter, few guiding principles below can always enable the brand marketing teams to amplify the usage of emojis on Twitter. <ul><li>Think Upstream. Emojis aren’t just symbols that add receptivity to a brand’s hashtag but have the potential to kick-start an idea, and integrate multiple media touchpoints for a brand to connect with the audience on and beyond Twitter.</li><li>Shareable Message. When a brand invests in activating an emoji, it's equally important to focus on launching this with a shareable Tweet copy or CTA formats to establish an organic connection with the audience.</li><li>Beyond Products. With the increasing usage of emojis across all campaigns, the opportunity always exists to go beyond product-specific designs and push the creative envelope to design for cues that are core to the theme, and how your audience might connect with the message.</li></ul>

Brands leveraging custom emojis garner higher receptivity and engagement on campaign hashtags: Rishabh Sharma, Twitter Next

<ul><li><keyword id="128682" type="General" weightage="20" keywordseo="netflix" source="Orion">Netflix</keyword> joined hands with <keyword id="36603" type="General" weightage="20" keywordseo="yash-raj-films" source="Orion">Yash Raj Films</keyword> for a multi-year creative partnership.</li><li>Their first project is <keyword id="12652644" type="General" weightage="20" keywordseo="the-railway-men" source="Orion">The Railway Men</keyword>, a series based on the Bhopal deadly gas leak.</li><li>India has 1.4 billion stories to tell the world, says Yash Raj Films. </li></ul>Foreign OTT (over the top) players in India are looking at ways and means to increase their viewership, which currently is in the region of 50 million. After <keyword id="2189512" type="General" weightage="20" keywordseo="prime-video" source="Orion">Prime Video</keyword> deepened its partnership with <keyword id="62161" type="General" weightage="20" keywordseo="dharma-productions" source="Orion">Dharma Productions</keyword>, Netflix has decided to join hands with Yash Raj Films (YRF) for a new multi-year creative partnership. The two iconic entertainers will collaborate to create films and series to bring defining stories to audiences in India and across the world. The first project to come out of this partnership is the character-driven thriller, The Railway Men, a four-part series starring R Madhavan, Kay Kay Menon, Divyendu Sharma and Babil Khan, which is directed by debutant director Shiv Rawail. The second project is titled Maharaj, which is a film marking the debut of actor Junaid Khan and also stars Jaideep Ahlawat, Sharvari and Shalini Pandey. The film has been directed by Siddharth P Malhotra, whose last film Hichki was a global hit. Monika Shergill, VP, Content, Netflix India, said, “We are passionate about serving our broad audiences with series and films that they connect with and love, and we want to do more of this. Yash Raj Films have defined the essence of Indian film-making. They are one of the most respected storytellers in the industry. From Kabhi Kabhie to Dilwale Dulhania Le Jayenge, War to Pathaan, their signature stories have been part of our lives and continue to fuel the zeitgeist. Together, we are confident that we can entertain the world with quality films and series like never before.” Inspired by true stories, The Railway Men is a show based on the deadly gas leak in the central Indian city of Bhopal. A cloud of toxic gas escaped from a pesticide plant, on the night of December 2, 1984, in the city of Bhopal that injured and claimed thousands of lives. This is the untold story of the unsung heroes, who rose to the occasion that night to save the city and its people. This is the story of their courage, their sense of duty and their humanity. Also inspired by true events, Maharaj, is an incredible David vs Goliath story set in the 1800s, about how a regular man, journalist by profession, takes on a powerful role-model of society, hailed by many as a messiah for the masses. The fearless reporter uncovers a series of incidents that shake the very foundation of society. Akshaye Widhani, CEO, Yash Raj Films said, “YRF’s mission is to create entertaining, inspiring and extraordinary stories from India for the world. Netflix is the biggest streamer in the world and offers us an opportunity to tell our stories in over 190 countries. Their belief in the ‘content-first’ approach, is noteworthy and synergistic with our ethos. This partnership will certainly push YRF as a storyteller to new audiences and allow them to consume Indian stories in their own languages too. India is a young and aspirational country. We have 1.4 billion stories to tell the world. We want to showcase our content, as well as provide a platform for our brilliant homegrown talent to a global audience.” In December 2022, Prime announced that Prime Video today announced that it would co-produce a new movie for theatrical release with Dharma Productions and Leo Media Collective. The firm would be available for streaming across more than 240 countries and territories, after its theatrical release. Other than films, Dharmatic Productions is also working on web series that will be streamed on Prime.

Watch out for YRF’s The Railway Men on Netflix

From <keyword id="378938" type="ENTERTAINMENT" weightage="80" keywordseo="Love-in-Tokyo">Love in Tokyo</keyword> to <keyword id="6373898" type="ENTERTAINMENT" weightage="80" keywordseo="Zindagi-Na-Milegi-Dobara">Zindagi Na Milegi Dobara</keyword>, Bollywood has always enticed us with the most exotic and picturesque locations on-screen. The movies come to an end but the breath-taking views of those snow-capped mountains, lush green valleys and sun-kissed beaches stay with us forever, making us long for a vacation abroad in those exotic places. As the younger generation of film-makers has taken this legacy forward and explored many more magnificent locations across the globe, we take this opportunity to steal a look at some of these stunning locations. 
 
1. <keyword id="41613" type="COMPANY" weightage="80" keywordseo="istanbul">Istanbul</keyword> 
Salman Khan-starrer spy thriller <keyword id="638019" type="UNKNOWN" weightage="80" keywordseo="Ek-Tha-Tiger">Ek Tha Tiger</keyword> has taken us on a tour of many scenic locations and is, indeed, a visual treat for a traveller. A large part of the move was shot in Istanbul, a major city of enigmatic Turkey. Known as an amalgamation of Asia and Europe, Istanbul is famous for its glorious and ancient landmarks, including Hagia Sofia, the Blue Mosque and the Topkapi Palace. The modern nightlife is vivacious, nonetheless, and will keep you entertained throughout your tour. 
 
2. <keyword id="204006" type="CITY" weightage="80" keywordseo="Pamplona">Pamplona</keyword> (Spain) For an armchair traveller, this movie was a tease. Spain Tourism must have got a considerable boost after the release of <keyword id="36968" type="PERSON" weightage="80" keywordseo="Zoya-Akhtar">Zoya Akhtar</keyword>’s Zindagi Na Milegi Dobara as all one could think of after watching the movie was a mesmeric Spain. The city of Pamplona is known for the fiesta of San Fermín where running of bulls takes place in the month of July. Pamplona is also renowned for its lip-smacking cuisine, old-world cafes and enchanting city centre. 
 
3. Morocco 
Another film that inspires you to travel abroad is the thriller, <keyword id="79972" type="ENTERTAINMENT" weightage="80" keywordseo="Agent-Vinod">Agent Vinod</keyword>, which was extensively shot in Marrakesh, one of the major cities in Morocco. The city is noted for its sumptuous local cuisine and rich cultural heritage. So stroll across the cosy streets, sip the Moroccan mint tea and enjoy the beauty of the city for days if your heart desires the same. Colourful pottery, golden sands and the spice bazaars are some of the attractions of this North African country. 
 
4. Cape Town 
 
High on glitz and glamour, the 2012 film <keyword id="5819" type="PERSON" weightage="80" keywordseo="cocktail">Cocktail</keyword> took us to Cape Town in South Africa. A paradise for nature lovers, Cape Town offers visual delights like the <keyword id="2272918" type="UNKNOWN" weightage="80" keywordseo="Kirstenbosch-National-Botanical-Garden">Kirstenbosch National Botanical Garden</keyword> and the Company’s Garden, to name a few. However, the signature highlight of the South African city is the magnificent Table Mountain. Already planning a holiday? A hearty African meal at the Africa Café and wine from a family vineyard also await you at Cape Town. 
 
5. <keyword id="6354604" type="COMPANY" weightage="80" keywordseo="Chicago">Chicago</keyword> 
 
Dhoom 3 had been a smash hit and it definitely left us in awe as the US city of Chicago unfolded before our eyes. From its dazzling skyline and stunning Lake Michigan to architectural wonders and deep-dish pizza – everything titillates the traveller in you to pack your bag and go out there. Michigan Avenue, the Museum of Contemporary Art and the Millennium Park are some of the must-visit attractions of this great American melting pot. 
 
6. Prague 
If there’s one thing worth talking about Imtiaz Ali’s Rockstar apart from its amazing music score, it is the visual treat we get when the storyline moves in and around Prague. As the protagonists of the film try to find love in the streets of this colourful city, our eyes are glued to its scenic glory. Considered one of the most beautiful cities of the world, Prague is famous for its magnificent churches, labyrinth roads and a vibrant Bohemian culture. 
 
7. London 
 
From the biggest Yash Raj films to extremely popular Karan Johar movies, many tales of love have been shot amid the lush green pastures and century-old architecture of London and its surroundings. Kabhi Khushi Kabhi Gham, Dilwale Dulhania Le Jayenge, Love Aaj Kal and Namaste London are a few significant flicks shot against this historical and picturesque backdrop. 
Image: Thinkstock

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