In a bid to encourage its audience to push beyond boundaries and strive for attainment of their goals, leading smart device brand <keyword id="1731609" type="COMPANY" weightage="20" keywordseo="Oppo">OPPO</keyword> has flagged off an inspiring campaign ‘Go Beyond Boundaries’. The new campaign will focus on highlighting and drawing inspiration from the journey of leading Indian entrepreneur and their relentless pursuit towards attainment of their objectives. <div type="image" title="TWCEO" msid="77616354" hostid="261"></div> This campaign aims to inspire people to galvanize their aspirations and forge ahead. The campaign’s hashtag #GoBeyondBoundaries urges its audience to break free, without worrying about any limitations to their creativity and potential. In order to drive this campaign, OPPO has joined force with <keyword id="197931" type="PERSON" weightage="20" keywordseo="Guneet-Monga">Guneet Monga</keyword>, Founder and Producer of Sikhya Films and Entertainment and the brain behind some of the biggest blockbuster films in India, including Gangs of Wasseypur and Masaan. Monga is the only Indian woman to bag an Academy Award and a perfect resonates with the brands messaging that infinite possibilities and accomplishments awaits those who dares to break down barriers. OPPO in partnership with <keyword id="9781222" type="UNKNOWN" weightage="20" keywordseo="guneet-monga-envisions">Guneet Monga envisions</keyword> to encourage consumers across the country to break the regular stereotypes and open up a world of endless possibilities to achieve true success. <div type="Youtube" id="ICXBIUV3PYI" title="OPPO Reno4 Pro | Go Beyond Boundaries | Ft. Guneet Monga" thumbUrl="https://i.ytimg.com/vi/ICXBIUV3PYI/mqdefault.jpg"></div><a href="https://www.youtube.com/watch?v=ICXBIUV3PYI"> </a>Through this video, the brand showcases Monga’s journey of going beyond the boundaries and leveraging technology to create a difference through movie production. Through this campaign, OPPO aims at encouraging people across India to face every challenge in the life and overcome them in order to truly succeed. The journey to success starts by breaking free and Guneet’s vision to use her filmmaking skills for highlighting and solving social issues sets a benchmark for what a person can achieve by following what they love to do. <div type="javascript" title="Facebook" contenttype=""><cdata><![CDATA[<iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Foppomobileindia%2Fposts%2F2714200512161077&width=500" width="500" height="633" style="border:none;overflow:hidden" scrolling="no" frameborder="0" allowTransparency="true" allow="encrypted-media"></iframe>]]></cdata></div> Just like OPPO believes in breaking free with various formidable technological innovations to redefine the smartphone experience, journey of Guneet Monga has been about following her guts and pushing past hesitation Monga is the perfect representation of the adage that true freedom is found only when you are free of limitations and able to bear with the test of time. As per Monga, the key to success lies in challenging oneself. With sheer hard work and dedication, we can not only open doors to new possibilities but also inspires people to believe in themselves while they go beyond boundaries just like the brand OPPO which constantly challenges itself by bring in various world’s first innovative features. Recently, the brand launched the Reno4 Pro, which takes forward the Reno legacy of technological breakthroughs by introducing some of the most advanced smartphone features, including a 3D Borderless Sense Screen with superfast 90Hz refresh rate, 65W SuperVOOC 2.0 that fully charges the phone in 36 minutes, and lots more enabling you to sense the infinite. Whereas the brand also introduced its first ever smartwatch series - The OPPO Watch Series for an industry’s first AMOLED Dual Curved display, Watch VOOC Flash Charge Technology and much more. Just like Monga, India is full of such success stories and through this campaign the brand encourages people to share their own story of breaking free and going beyond boundaries. People can visit<a href="https://twitter.com/oppomobileindia/status/1295289076875067392?s=08">here</a> and narrate their successful journeys of breaking free and exploring infinite possibilities. (Disclaimer: This article is in partnership with Oppo)

Break free and surpass all hurdles with #GoBeyondBoundaries initiative

Los Angeles, The official Indian entry in the Best Foreign Film category, Jallikattu, might be out of the <keyword id="1495061" type="PERSON" weightage="20" keywordseo="Oscar-race">Oscar race</keyword>, but there is still a chance for an Indian film to shine at the upcoming 93rd Academy Awards. The <keyword id="10737134" type="UNKNOWN" weightage="20" keywordseo="short-film-bittu">short film Bittu</keyword> has made it to the <keyword id="10737133" type="UNKNOWN" weightage="20" keywordseo="live-action-short-film-shortlist">Live Action Short Film shortlist</keyword>, and is still in contention for a nomination. Karishma Dev Dube's "Bittu" is part of the ten-movie list. The film has been presented by <keyword id="6354597" type="PERSON" weightage="20" keywordseo="Ekta-Kapoor">Ekta Kapoor</keyword>, <keyword id="197931" type="COMPANY" weightage="20" keywordseo="Guneet-Monga">Guneet Monga</keyword> and <keyword id="1392805" type="PERSON" weightage="20" keywordseo="Tahira-Kashyap">Tahira Kashyap</keyword> under their Indian Women Rising initiative. Now, members of the Short Films and Feature Animation Branch will vote to determine if the film makes the nomination cut. Based on a true story, Bittu follows the journey of a fierce little girl who refuses to be forgotten. It explores a heartwarming tale of friendship between two school friends. Other films in the short film shortlist are: Da Yie, Feeling Through, The Human Voice, The Kicksled Choir, The Letter Room, The Present, Two Distant Strangers, The Van and White Eye. Guneet, whose film Period. End Of Sentence had won an Oscar in 2019, was ecstatic about the news, and expressed it on her Instagram handle. "It's 4.30am in <keyword id="3658" type="LOCATION" weightage="20" keywordseo="India">India</keyword>... am tossing &amp; turning, stress eating and texting my IWR girls thru the night and here we are !! BITTU is now shortlisted for the 93rd Academy Awards. @indianwomenrising 's first film BITTU directed by @k.devdube ... here we come Let's do this @ektarkapoor @tahirakashyap @ruchikaakapoor @maryelista @shredevdube," Guneet wrote. "So grateful for BITTU and our incredible team... Say a little prayer and wish us luck for the next round of nominations," she added. Ekta shared: "Very exciting news but v persevering women I know who working at it! I'm in (an) august company! Way to go team #BITTU N @indianwomenrising." Tahira urged everyone to continue supporting the film. She shared: "#bittu is in the top 10 for the 93rd Academy Awards! Can't keep calm as this is our first project under @indianwomenrising. This one is so special @k.devdube may you shine congratulations @shredevdube @maryelista you all are rockstars @ektarkapoor @guneetmonga @ruchikaakapoor we so have our heart in the right place! Can't wait to hug you Guys pls continue supporting this short film with a big heart." Meanwhile, the Malayalam film Jallikattu, which was the official Indian entry in the Best International Feature Film category this year, failed to make it to the shortlist. The final nominations for the Oscars will be announced on March 15. This year, the award gala will be held on April 25. SEE ALSO: <a href="https://www.businessinsider.in/tech/news/realme-smart-watch-s-pro-review-and-details-of-features/articleshow/80779962.cms">Realme Watch S Pro review – nailing the important features but the basics need more work</a> <a href="https://www.businessinsider.in/tech/news/what-is-facial-recognition-technology-and-how-india-is-using-it-to-track-down-protestors-and-individuals/articleshow/80782606.cms">India is ramping up the use of facial recognition to track down individuals without any laws to keep track of how this technology is being used</a> <a href="https://www.businessinsider.in/business/auto/news/heres-how-global-electric-car-makers-are-tweaking-their-models-to-make-it-viable-for-indian-roads/articleshow/80780009.cms">Here's how global electric car makers are tweaking their models to make it viable for Indian roads</a>

Oscars 2021: India's 'Bittu' makes it to Live Action Short Film shortlist

<img class="gwt-Image" src="/photo/22988477.cms" /> 
​The Oscar fights never go out of fashion in India. We have not made our mark there yet in spite of many Indian connections with movies like Life of Pi and <keyword id="32892" type="PERSON" weightage="60" keywordseo="Slumdog-Millionaire">Slumdog Millionaire</keyword>. But when it comes to selecting India’s official entry for the Foreign Language Film category at the <keyword id="9344" type="ENTERTAINMENT" weightage="100" keywordseo="Academy-Awards">Academy Awards</keyword>, the heat is full on. This time, there were as many as 22 contenders and some entries like Bhaag Milkha Bhaag, English Vinglish, Celluloid, Shabdo, Ship of Theseus and <keyword id="6354603" type="PERSON" weightage="80" keywordseo="Kamal-Haasan">Kamal Haasan</keyword>’s Vishwaroopam created a lot of buzz. But the final battle royal seemed to have boiled down to just two – Mumbaikar <keyword id="1539946" type="UNKNOWN" weightage="100" keywordseo="Ritesh-Batra">Ritesh Batra</keyword>’s <keyword id="1678680" type="UNKNOWN" weightage="100" keywordseo="The-Lunchbox">The Lunchbox</keyword> and Goa-born <keyword id="1602536" type="UNKNOWN" weightage="100" keywordseo="Gyan-Correa">Gyan Correa</keyword>’s <keyword id="1602537" type="UNKNOWN" weightage="100" keywordseo="The-Good-Road">The Good Road</keyword>. However, The Lunchbox lost to The Good Road, which earlier bagged the national award for the best Gujarati feature film. Correa’s flick was picked by a 19-member jury, appointed by the <keyword id="291689" type="ORGANIZATION" weightage="80" keywordseo="Film-Federation-of-India">Film Federation of India</keyword> (FFI). 
 
What they tweeted 
A Press release said the decision had been unanimous, but congratulatory and disgruntled tweets followed. Here’s a look at some of the significant ones. 
 
Gujarat chief minister <keyword id="6354477" type="PERSON" weightage="60" keywordseo="Narendra-Modi">Narendra Modi</keyword>: Delighted to know that Gujarati film The Good Road has been chosen to represent India at Oscars. My best wishes. 
 
<keyword id="7929" type="PERSON" weightage="100" keywordseo="Anurag-Kashyap">Anurag Kashyap</keyword> (the film-maker co-produced The Lunchbox with <keyword id="197931" type="PERSON" weightage="100" keywordseo="Guneet-Monga">Guneet Monga</keyword>): Feeling very, very disappointed, can’t comment on the film I have not seen, but it better make it to final five… I don’t know who the federation is. But it goes to show, why we completely lack the understanding to make films that can travel across borders… I hope and pray I am wrong and it actually is a film that knocks the socks off everyone… We should then make a clean policy, you want to send the best film, then send the national award winner. Or send the one most likely to win... Anyway, disappointment and anger aside… let’s go back to make cinema… 
 
<keyword id="3778" type="PERSON" weightage="100" keywordseo="Karan-Johar">Karan Johar</keyword> (The director-producer turned presenter for The Lunchbox): Really shocked and disappointed… #LUNCHBOX had every factor working in its favour... we may have just lost our golden chance… SAD!!! 
 
Ritesh Batra (Director, The Lunchbox): Congrats to The Good Road. Hope it makes it all the way, else it will be a lost chance by FFI-appointed jury that lacks vision. Hope I am wrong… 
 
The Good Road and The Lunchbox: Head-to-head 
Some industry experts are not too enthusiastic and feel that The Lunchbox would have been a better Oscar choice for several reasons. So here is a head-to-head for our readers, along with some lesser-known facts. 
 
Auteur cinema is gaining prominence. Written by Correa himself, The Good Road is a documentary-style collage of stories woven around the highway where the protagonists lose their way, struggle on their personal quests and evolve in a way that touches the heart. The Lunchbox, on the other hand, brings to life the ever-present Mumbai dabbawalas (tiffin carriers) and a bitter-sweet story of bonding that starts with a misplaced lunchbox (according to a Harvard University study, the delivery system is so excellent that just one in a million lunch boxes will go to a wrong address). Each film reflects its director’s vision instead treading the beaten path. 
 
Both Correa and Batra did it hands-on. It was real-life research for both the directors. Correa got into a truck and went on a journey, getting to the core of things before he created his story. Batra worked as a <keyword id="415857" type="UNKNOWN" weightage="100" keywordseo="Dabbawala">dabbawala</keyword> for a week to get the hang of it. 
 
But they come from different industries. That’s right. Batra studied Economics and worked as a consultant for Deloitte. He left the job to join the Graduate Film Program at New York University, but dropped out after a year and a half due to fund crunch. Correa is from the advertising space but decided to have a go at film-making. 
 
In spite of debacle, The Lunchbox gets a bite of the global pie. According to media reports, it has already been sold to 30 different territories globally and could be the first Indian film with 3 foreign producers – ASAP Films of France, Rohfilm of Germany and Cinemosaic of America, along with <keyword id="66984" type="ORGANIZATION" weightage="80" keywordseo="NFDC">NFDC</keyword>, Sikhya <keyword id="4578" type="COMPANY" weightage="100" keywordseo="entertainment">Entertainment</keyword>, Dharma Productions and DAR Films from India. It can also be the first Indian movie to be released across 100 screens in Germany. Incidentally, the film was made on a shoestring budget of $1.5 million. On the other hand, NFDC produced The Good Road, but it doesn’t have an <keyword id="1878880" type="UNKNOWN" weightage="80" keywordseo="American-distributor">American distributor</keyword> yet. 
 
But what about Oscar compatibility? The Lunchbox might have got a favourable push at the Oscars, had it been chosen. For one, <keyword id="16207" type="PERSON" weightage="80" keywordseo="Irrfan-Khan">Irrfan Khan</keyword> is a familiar name (his roles in The Warrior, Mighty Heart, Slumdog Millionaire and The Amazing Spider-man certainly helped) and the movie has already received some rev reviews at Cannes, Telluride, Toronto and India. Moreover, <keyword id="6411012" type="COMPANY" weightage="80" keywordseo="Sony-Pictures">Sony Pictures</keyword> Classics will be distributing the film in the US and that could have been another plus. The Good Road has one Oscar connection, though. Its sound designer Resul Pookutty has already won an Oscar for Slumdog Millionaire in 2009. 
 
Bottom line: Till date, only three <keyword id="143" type="CITY" weightage="100" keywordseo="Bollywood">Bollywood</keyword> movies made it to the nomination stage of the Oscar. These include Mehboob Khan’s Mother India (1957), <keyword id="7999" type="PERSON" weightage="60" keywordseo="Mira-Nair">Mira Nair</keyword>’s Salaam Bombay (1988) and <keyword id="17233" type="PERSON" weightage="60" keywordseo="Ashutosh-Gowariker">Ashutosh Gowariker</keyword>’s Lagaan (2001). The Good Road belongs to the art house pack, but going by the poor track record of other ‘arty’ films (Salim Ahamed’s Abu, Son of Adam in 2011, <keyword id="82569" type="PERSON" weightage="60" keywordseo="Anusha-Rizvi">Anusha Rizvi</keyword>’s Peepli Live in 2010 and <keyword id="33044" type="PERSON" weightage="60" keywordseo="Kalpana-Lajmi">Kalpana Lajmi</keyword>’s Rudaali in 1993), will Gollywood’s (a concoction of Gujarat and Bollywood) tryst with Oscar produce something more fruitful this time? Also, will it be possible for the Lunchbox team to push the movie at the Oscars even without the government’s backing? Let us wait and watch how ‘independent’ our independent cinema is in reality. 
 
With additional input from Agencies 
Image courtesy: Indiatimes

‘Good Road’ Tops India’s Oscar Race; Will ‘Lunchbox’ Get The Global Pie?

<ul><li>Indian filmmakers believe that a ‘big’ Indian superhit movie like Oscar-winning Parasite is waiting to happen.</li><li><keyword id="46758" type="General" weightage="70" keywordseo="RRR" source="Orion">RRR</keyword> and Elephant Whisperers’ Oscar win has helped Indian filmmakers cross the bridge, they believe.</li><li>India has the talent and technicians to tell a story-on-screen that the whole world will wake up to, says producer Guneet Mongia.</li><li>A Parasite-like record-breaking success is waiting to happen, says Vishal Bharadwaj. </li></ul> <keyword id="122490" type="General" weightage="50" keywordseo="film-critic" source="Orion">Film critic</keyword> Anupama Chopra had one thought when she watched the Chinese movie Crouching Tiger Hidden Dragon in 2000, “When will India make a crossover movie like that?” Since the 90s, many Hindi movies have been released in the US and UK, entertaining Indians abroad and bringing in forex. A few even found success at film festivals, but no Indian movie could capture the hearts of people across countries – not the way Ang Lee’s movie did. UK-based Gurinder Chadha too made superhit movies like ‘Bend it like Beckham’ and ‘Bride and Prejudice’ about Indians, but they were told from an immigrant Indian perspective. Even when Mumbai stories like Slumdog Millionaire were told, they were told by US-based directors like Danny Boyle. Desi movies were far from achieving any kind of acclaim or success. Chopra was further disheartened when director Anurag Kashyap told her once that <keyword id="20382" type="General" weightage="90" keywordseo="indian-movies" source="Orion">Indian movies</keyword> were just a comic relief. She never believed that, she shared at Zee5 Global’s panel discussion on ‘Coming of Age of South Asian Entertainment: The Time is Now’ in Mumbai. 2023: The year that changed it all Then Rajamouli’s RRR happened, and its song-and-dance number Natu Natu won an Oscar in 2023. That’s victory for the Indian way of story-telling on-screen that was once made fun of. “RRR changed the way Americans saw <keyword id="35703" type="General" weightage="100" keywordseo="Indian-films" source="Orion">Indian films</keyword>. People in the US were having watch parties for RRR. We were no longer that awkward brown guy with a strange accent. There was a sense of crossover taking place and that got us ambitious,” said Archana Anand, chief business officer of ZEE5 Global. Guneet Monga who also won the Best Documentary Short Film at the Oscars in 2023, believes that the path has been charted, and better things are waiting to happen. “We'll soon have our very own Crouching Tiger, Hidden Dragon. We have the talent and technicians,” she added. The director of Maqbool, Vishal Bharadwaj also chimed in, saying, “At the rate we are going, a Parasite is waiting to happen here. An Indian film that will break all records and make it big all over the world.” Parasite is a South Korean black comedy which created history by becoming the first non-English language movie to win the Best Picture academy award. It swept the awards that year, bagging three more Oscar awards for Best Director, Best Original Screenplay and Best International Feature Film. Movies that went as ‘series’ Before the Oscar wins, Indian movies have been breaking through slowly albeit steadily, reminisced the film-makers. The West started looking at Indian movies differently after the iconic movie-maker Shekhar Kapur’s Bandit Queen which released in 1994. He later went on to make a full-fledged international movie Elizabeth, starring Cate Blanchett. “We’ve had AR Rahman’s success with his music in Slumdog Millionaire. I’ve had my own experience with Maqbool going to Toronto. With humility, I want to say that many people are doing doctorates on my Shakespeare trilogy,” said Bhardwaj. Music composer AR Rahman shared an Oscar for his song ‘Jai Ho’ with song writer Gulzar for the movie Slumdog Millionaire. Distribution is key to taking Indian movies to lands afar, believes Monga, adding that streaming services play a role. “Gangs of Wasseypur was the first Indian five-and-half-hour film that was released as an eight-part miniseries in the US,” she told the audience.

RRR a stepping stone — The great Indian crossover film is still a ‘crouching tiger’

History has been scripted! Dreams of so many Indians have finally come true as team '<keyword id="46758" type="General" weightage="80" keywordseo="rrr" source="Orion">RRR</keyword>' brought glory to the country. RRR's power-packed song '<keyword id="12494707" type="General" weightage="100" keywordseo="naatu-naatu" source="Orion">Naatu Naatu</keyword>' took India global as it won the Oscar for 'Original Song'. 'Naatu Naatu' has won the award tumping big names like Rihanna and Lady Gaga. Composer MM Keeravani and lyricist Chandrabose accepted the award on behalf of the team. Singers Rahul Sipligunj and Kaala Bhairava and composer along with director <keyword id="952505" type="General" weightage="50" keywordseo="ss-rajamouli" source="Orion">SS Rajamouli</keyword> and lead actors Jr NTR and Ram Charan are all present at the big event. 'Naatu Naatu' is the first Telugu song to be nominated in the 'Original Song' category at the <keyword id="6376611" type="General" weightage="20" keywordseo="oscars" source="Orion">Oscars</keyword>. Earlier, the singers gave a live performance. It was a goosebump moment for all when Naatu Naatu took over the Oscars stage with American dancers doing full justice to the track. American actor-dancer Lauren Gottlieb also grooved on the track. Actress Deepika Padukone introduced the song to the audience and called it a 'banger'. The audience loved Rahul and Kaala's performance as they all stood up from their seats and applauded them. Talking about 'Naatu Naatu', the song, as mentioned, the lyrical composition by MM Keeravani, high energy rendition by singers Rahul Sipligunj and Kaala Bhairava, unique choreography by Prem Rakshith, and lyrics by Chandrabose are all the elements that make this 'RRR' mass anthem a perfect dance craze. The song competed against 'Applause' from the film 'Tell It Like A Woman,' 'Hold My Hand' from the movie 'Top Gun: Maverick,' 'Lift me Up' from 'Black Panther: Wakanda Forever,' and 'This Is Life,' from 'Everything, Everywhere All At Once'. The film is a fictional story based on the lives of two Telugu freedom fighters, Alluri Seetharama Raju and Komaram Bheem. Ram Charan and Jr NTR played lead roles, respectively. The film collected over Rs 1,200 crore worldwide. Alia Bhatt, Ajay Devgn and Shriya Saran also starred in the film. Earlier the Indian documentary film 'Elephant Whisperers' won the Oscar in the 'Best Documentary Short Film' category. Producer Guneet Monga along with director Kartiki Gonsalves took centre stage to accept the honour.

India's moment at the Oscars: RRR's 'Naatu Naatu' wins Best Original Song award

<keyword id="128682" type="General" weightage="80" keywordseo="netflix" source="Orion">Netflix</keyword> is all set to come up with a documentary film based on rapper <keyword id="2165498" type="General" weightage="80" keywordseo="yo-yo-honey" source="Orion">Yo Yo Honey</keyword> Singh's life. On the occasion of <keyword id="380702" type="General" weightage="100" keywordseo="honey-singh" source="Orion">Honey Singh</keyword>'s birthday, Netflix India took to Instagram and unveiled the teaser of the documentary film. "Singh-ing on top of our voices because Honey Singh's latest documentary comes soon on Netflix," a post read on the Instagram page of Netflix India. Produced by the oscar-award winning Sikhya Entertainment and directed by <keyword id="536863" type="General" weightage="50" keywordseo="mozez-singh" source="Orion">Mozez Singh</keyword>, Yo Yo Honey Singh will take his fans through the unseen and unheard chapters of his life with his raw and candid revelations that capture his highs as well as the lows. The docu-film captures his personal and professional journey, with behind-the-scenes moments straight from Hirdesh Singh aka Yo Yo Honey Singh himself alongside sit-downs with his family members, friends and music collaborators who have been by his side through it all. As per Honey Singh, the documentary film will give everyone an "honest" account of his life. "I have spoken about my personal &amp; career issues in the media before but I've never been able to bare it all. I have received tremendous love from my fans, and they deserve to know the whole story. This Netflix docu-film will give everyone an honest and sincere account of my life, my upbringing, where I've been and my current journey to return stronger," he shared. Oscar award-winning producer Guneet Monga, Sikhya Entertainment added, "Yo Yo Honey Singh took over the Indian Music industry by storm. His music resonated with the youth. Singh was a star even before he garnered limelight in the press. His tumultuous journey with fame intrigued a whole nation, and us at Sikhya. This was a story I wanted to explore. Thankfully, Netflix has always supported and given unique, diverse local stories to a global audience, creating a space for a perfect fit for a bare-it-all, authentic docu-film like this. We're excited for you to meet the man behind the country's rap and hip-hop music, and learn about the journey that led to his clout, and the controversy that followed." The release date for the project has not been disclosed yet. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/international/news/silicon-valley-banks-new-ceo-urges-depositors-to-bring-back-their-money/articleshow/98651245.cms">Silicon Valley Bank's new CEO urges depositors to bring back their money</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/india/news/immigration-lines-stretch-beyond-entrance-point-complain-delhi-airport-passengers/articleshow/98653336.cms">Immigration lines stretch beyond entrance point, complain Delhi airport passengers</a>

Yo Yo Honey Singh to give a sneak peek into his life with Netflix docu-film

Business Insider is hosting an annual business conclave on the <keyword id="1967222" type="General" weightage="100" keywordseo="future-of-work" source="Orion">Future of Work</keyword> this year on March 17th in Mumbai, focussed on India’s biggest audience base: job seekers. The event is being co-powered by Google Cloud. This year has ushered in a new paradigm for work, workplace and the workforce. To thrive in this post-pandemic environment, the lens is shifting to strategies that help retain talent, with a renewed focus on people. It is a crucial year as organizations look to make workplaces more humane amidst digital adoption, find a balance between hybrid and physical work space and create a more equitable environment overall. <cmsannotation type="cmsannotation" annotationid="Human capital at an inflection point" comment="subhead" text="Human capital at an inflection point">Human capital at an inflection point</cmsannotation> With a changed talent landscape, companies have to rethink workforce strategies beyond the traditional Bottomline-driven approach. Human capital is at an inflection point because companies have had to adapt to too many changes too soon through the pandemic years. One needs to re-imagine human capital strategies keeping that inflection point in mind, which includes culture shifts, rising influence of AI, quiet quitting, mental health and layoffs. And most importantly, the evolving role of leadership and human resources in the changing world order to find the confluence between work, technology and human experience. Register here to know more about FoW summit: <a href="https://future-of-work.in/#popmake-497">https://future-of-work.in/#popmake-497</a> These are themes that we will be focussing on in our one-day event: <table style="border-width: initial; border-style: none;" class="redcator-table-advance"><colgroup></colgroup><col /><tbody><tr><td style="border-left:solid #cccccc 0.6000000000000001pt;border-right:solid #cccccc 0.6000000000000001pt;border-bottom:solid #cccccc 0.6000000000000001pt;border-top:solid #cccccc 0.6000000000000001pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;"><ul><li>The future of work and technology and the tools driving digital transformation across workplaces over the next decade</li></ul></td></tr><tr><td style="border-left:solid #cccccc 0.6000000000000001pt;border-right:solid #cccccc 0.6000000000000001pt;border-bottom:solid #cccccc 0.6000000000000001pt;border-top:solid #cccccc 0.6000000000000001pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;"><ul><li>How are HR leaders looking to reshape the human capital management landscape in 2023?</li></ul></td></tr><tr><td style="border-left:solid #cccccc 0.6000000000000001pt;border-right:solid #cccccc 0.6000000000000001pt;border-bottom:solid #cccccc 0.6000000000000001pt;border-top:solid #cccccc 0.6000000000000001pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;"><ul><li>Redefining a performance-driven culture and work towards an inclusive, collaborative approach to enhance productivity and talent retention</li></ul></td></tr><tr><td style="border-left:solid #cccccc 0.6000000000000001pt;border-right:solid #cccccc 0.6000000000000001pt;border-bottom:solid #cccccc 0.6000000000000001pt;border-top:solid #cccccc 0.6000000000000001pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;"><ul><li>Learning and Development: Upskilling is crucial to remain relevant in the modern workplace across sectors</li></ul></td></tr><tr><td style="border-left:solid #cccccc 0.6000000000000001pt;border-right:solid #cccccc 0.6000000000000001pt;border-bottom:solid #cccccc 0.6000000000000001pt;border-top:solid #cccccc 0.6000000000000001pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;"><ul><li>The need for policies to align employee growth and business strategies to ensure that both workforce and business can thrive</li></ul></td></tr></tbody><tbody></tbody><tbody></tbody><tbody></tbody></table> Our previous edition of Future of Work featured former CEA KV Subramanian, <keyword id="1175200" type="General" weightage="50" keywordseo="sanjeev-bikchandani" source="Orion">Sanjeev Bikchandani</keyword> of InfoEdge, <keyword id="25725" type="General" weightage="50" keywordseo="ronnie-screwvala" source="Orion">Ronnie Screwvala</keyword> of Upgrad, Oscar nominee Guneet Monga, National Award winning filmmaker Rakesh <keyword id="339527" type="General" weightage="50" keywordseo="omprakash-mehra" source="Orion">Omprakash Mehra</keyword>, Best selling author global keynote speaker &amp; podcast host <keyword id="1859852" type="General" weightage="50" keywordseo="dan-schawbel" source="Orion">Dan Schawbel</keyword>, Varun Khaitan of Urban Company, Global expert on Future of Work &amp; author Ben Pring and many others. Business Insider’s FUTURE OF WORK is the knowledge sharing platform where we bring forth cutting edge thinking from the world’s leading thinkers, enablers and doers. Simply put, a platform for all to bring conversations and ideas together and learn from each other. We are proud to have Aon on board as our knowledge partner of the conclave. See you in our one-of-a-kind annual gathering on March 17th in Mumbai. Register here to know more about FoW summit: <a href="https://future-of-work.in/#popmake-497">https://future-of-work.in/#popmake-497</a>

Future of Work 2023 ⁠— a confluence of the brightest minds reimagining the new era of work, workplace and workforce

<ul><li>Even though the ‘<keyword id="3080230" type="General" weightage="20" keywordseo="gig-economy" source="Orion">gig economy</keyword> workforce’ is a new concept, the <keyword id="37465" type="General" weightage="20" keywordseo="film-industry" source="Orion">film industry</keyword> has been working with such a model for decades.</li><li>The Indian film industry employed over 2.5 lakh people in 2017 alone.</li><li>Despite the unionisation of the Indian film industry that protects the rights of freelancers, there are a lot of issues left to be dealt with.</li></ul>Gig workforce is the hottest new trend that has emerged with the rise of the digital economy leading to the advent of companies like Zomato, Swiggy and <keyword id="8681398" type="General" weightage="20" keywordseo="urban-company" source="Orion">Urban Company</keyword>. Widely overlooked, but the concept of hiring contractual employees has been around for decades, if not centuries. That’s right. The Indian film industry has been one of the biggest employers of gig economy workers since its beginning. The Indian film industry employed over <a href="https://www.statista.com/statistics/731218/employment-in-the-film-industry-india/">2.5 lakh </a>people in 2017 alone. Business Insider hosted Academy Award winner and Indian film producer Guneet Monga and Urban Company’s cofounder Varun Khaitan in its Future of Work event — held on September 16 and 17 — to throw more light on the topic. Monga said that the film industry in general has been employing several freelancers for decades, whether it is light boys, dancers, junior artists, art directors, cinematographers and more. The term <keyword id="7771650" type="General" weightage="20" keywordseo="gig-workers" source="Orion">gig workers</keyword> has come up with the advent of the digital economy. “It can seem unstructured, but it actually works very well in the <keyword id="278613" type="General" weightage="20" keywordseo="freelance" source="Orion">freelance</keyword> business there… There is a union in this segment and that brings about a structure. But there are also some major challenges that come with it,” she added. She elaborated that the many freelancers have spoken about how difficult it is to get into the union or how expensive it is. Besides this, the segment does not get health benefits, does not come under labour codes and more, even though the payments are fixed due to the existence of a union. Watch More: What film producer Guneet Monga talks about unionisation in Indian film industry and what challenges it presents <div type="javascript" title="Custom" contenttype="Video"><cdata><![CDATA[<blockquote class="twitter-tweet">Film producer <a href="https://twitter.com/guneetm?ref_src=twsrc%5Etfw">@guneetm</a> talks about unionisation in Indian film industry and what challenges it presents at <a href="https://twitter.com/BiIndia?ref_src=twsrc%5Etfw">@BiIndia</a>&#39;s <a href="https://twitter.com/hashtag/FutureOfWork?src=hash&amp;ref_src=twsrc%5Etfw">#FutureOfWork</a> Summit. <a href="https://t.co/3Zb2V6RpNm">pic.twitter.com/3Zb2V6RpNm</a>&mdash; Business Insider India🇮🇳 (@BiIndia) <a href="https://twitter.com/BiIndia/status/1438514259311353856?ref_src=twsrc%5Etfw">September 16, 2021</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>]]></cdata></div> Khaitan, on the other hand, elaborated how Urban Company, an at-home services startup, has managed to overcome such challenges in the beauty and home segment. He noted that a salon or a service shop would employ 10-15 professionals and were essentially the “middlemen”, therefore a professional’s income would be capped. Urban Company has not only offered a more flexible working environment, but also increased their take home income and offered them health benefits. Khaitan also noted that allowing these service professionals to get in touch with customers directly has provided them with more respect and business prepositions as well. “There is actually a very high price point here [Indian film industry] even to become a part of the Union. And then there is a supply of enough and more people are constantly getting inducted, but there is definitely a bottleneck on how unions function. They do protect them [freelancers] in terms of providing for jobs, but the kind of structures that you [Urban Company] are talking about is still, I feel, not in the best shape here right now. And this has just been our industry that has been thriving on freelance,” Monga added. She elaborated that while the Indian film industry has been striving for freelancers, it's not with a vision of bringing people together or offering insurance or health benefits or looking into labour laws. Watch More: What Urban Company’s Varun Khaitan had to say on the current conditions of freelancers in Indian film industry <div type="javascript" title="Custom" contenttype="Video"><cdata><![CDATA[<blockquote class="twitter-tweet">.<a href="https://twitter.com/urbancompany_UC?ref_src=twsrc%5Etfw">@urbancompany_UC</a> co-founder, <a href="https://twitter.com/varunkhaitan?ref_src=twsrc%5Etfw">@VarunKhaitan</a> praises the govt&#39;s efforts on formalising the gig economy at <a href="https://twitter.com/BiIndia?ref_src=twsrc%5Etfw">@BiIndia</a>&#39;s <a href="https://twitter.com/hashtag/FutureOfWork?src=hash&amp;ref_src=twsrc%5Etfw">#FutureOfWork</a> Summit. Register now: <a href="https://t.co/njUtHGROlH">https://t.co/njUtHGROlH</a> <a href="https://t.co/QrhZe2iCMI">pic.twitter.com/QrhZe2iCMI</a>&mdash; Business Insider India🇮🇳 (@BiIndia) <a href="https://twitter.com/BiIndia/status/1438509628573110279?ref_src=twsrc%5Etfw">September 16, 2021</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>]]></cdata></div> Khaitan, sharing his experience, said “There are middlemen who claim to be good representatives and good samaritans of the workers, but are actually not. They are in some sense the heart of the problem, because a few things that just came up in this chat show there is no sense of balance between supply and demand in what is happening across the trade in the film industry and what that leads to is there is no sense of actual monthly earnings. So everyone just fights for what I can make on this job and it leads to an unheadly spiral.” SEE ALSO <a href="https://www.businessinsider.in/careers/news/the-only-way-to-beat-the-bots-from-taking-your-job-is-to-be-more-human/articleshow/86282273.cms">Future of Work 2021: The only way to beat the bots from taking your job is to be more human</a> <a href="https://www.businessinsider.in/stock-market/news/easemytrip-touches-market-cap-of-a-billion-dollars/articleshow/86285130.cms">EaseMyTrip touches market cap of a billion dollars</a> <a href="https://www.businessinsider.in/stock-market/news/biocon-hero-motocorp-tvs-motor-banks-and-other-top-stocks-to-watch-out-for-on-september-17/articleshow/86281250.cms">Biocon, Hero MotoCorp, TVS Motor, banks and other top stocks to watch out for on September 17</a>

Here is what the Indian film industry can learn from gig economy firms like Zomato and Urban Company

<ul><li><keyword id="6354742" type="COMPANY" weightage="20" keywordseo="Flipkart">Flipkart</keyword> aims to produce and deliver “mobile first” and “interactive” video content. </li><li>It has brought on board Oscar-winning producer Guneet Monga to curate content. </li><li>The first series to go live on the platform is a celebrity interview based show with Bollywood producer Farah Khan. </li></ul>Flipkart announced the launch of Flipkart video originals, which will mark the e-commerce giant’s official debut in original content. With its foray into original content, Flipkart aims to produce and deliver “mobile first” and “interactive” video content. It has brought on board Oscar-winning producer Guneet Monga to curate content for it. It also partnered with production houses like Studio Next, Frames and Sikhya Productions for original films. The first series to go live on the platform is a celebrity interview based show with Bollywood producer Farah Khan. “When we launched our Video platform earlier this year, our agenda was clear and we were keen to play a role in on-boarding new customers who are not necessarily new to the internet, but are new to e-commerce. There is an existing gap that needs to be filled and at Flipkart, we saw an opportunity to create great video content which is easier for people to consume, that is mobile-first,” said Prakash Sikaria, Vice President - Growth &amp; Monetization at Flipkart. Flipkart’s entry into the <keyword id="1245953" type="ORGANIZATION" weightage="20" keywordseo="OTT">OTT</keyword> space comes at a time when the sector is heavily crowded by big players like Amazon Prime, <keyword id="128682" type="COMPANY" weightage="20" keywordseo="Netflix">Netflix</keyword>, Hotstar among others. In August this year, when Flipkart had announced its video platform, it marked an entry into the exact sweet spot where its competitor Amazon was. Amazon Prime Video bundles content with a prime membership for its e-commerce platform. Prime Video shot to popularity because of its affordable plans which offered all its benefits – free and faster shipping of products, video and music – all in one membership. Amazon Prime also produced Indian shows like Made in Heaven, 4 More Shots Please, tailoring them to local needs. But it's not the only new-age company to venture to an OTT platform. Zomato too launched ‘Zomato Originals’ in September where it offered 18 original shows each of which had episodes ranging between three to fifteen minutes. See also: <a href="https://www.businessinsider.in/zomato-launches-video-platform-in-competition-with-netflix-amazon-prime-hotstar/articleshow/71112736.cms">Zomato launches its own video platform with original shows</a> <a href="https://www.businessinsider.in/flipkart-wants-to-be-an-indian-company-even-though-walmart-owns-it/articleshow/71345817.cms">Flipkart wants to be an ‘Indian’ company even though Walmart owns it</a>

Flipkart brings an Oscar-winning producer on board as it starts producing video content

<h1>
	<a href="http://www.youtube.com/watch?v=q4p9RD-Fm8c" target="_blank"><img alt="coke-TVC" class="size-full wp-image-39943" height="271" src="http://www.bestmediainfo.com/wp-content/uploads/2014/03/coke-TVC.jpg" width="480" /></a></h1>
 The brand universally synonymous with happiness, <keyword id="6391475" type="CITY" weightage="80" keywordseo="Coca-Cola">Coca-Cola</keyword>, gives a refreshing new twist to 'Open Happiness' and urges consumers to revel in the joys of life, big and small. The latest campaign, 'Chhoti ho ya badi, har khushi mein Coca-Cola', features new brand ambassadors Deepika Padukone and <keyword id="5015" type="PERSON" weightage="40" keywordseo="Farhan-Akhtar">Farhan Akhtar</keyword>. As an extension of Coke's earlier 'Open Happiness' campaign, this one also looks at finding the smaller joys of life.

	Conceptualised by McCann Erickson, the campaign finds Deepika and Farhan interacting in everyday situations. Based in a rural environment, the company hopes that the campaign will resonate with the masses and place Coca-Cola firmly as the fastest growing soft drink brand.
 Debabrata Mukherjee, VP - Marketing &amp; Commercial, <keyword id="6385848" type="COMPANY" weightage="80" keywordseo="Coca-Cola-India">Coca-Cola India</keyword>, said, "Coca-Cola is a brand that stands for optimism and happiness. With our new campaign, 'Chhoti ho ya badi, har khushi mein Coca-Cola', we have translated the brand's happy energy into a series of commercials which capture the essence of finding moments of joy in our day-to-day lives. The language is very colloquial, the situations are everyday, so that every consumer in India can relate to it and feel happy about the celebratory situations. The message is very simple - celebrate your moments of happiness, small or big, with a bottle of Coca-Cola."

	Mukherjee added, "We are very happy to have both Farhan Akhtar and Deepika Padukone join the Coca-Cola family. Our communication for Coca-Cola this year focuses on reaching the masses and both Deepika and Farhan slipped into the roles of 'everyday people' with great ease. They are great role models and very inspirational for millions across the country."

	<a href="http://www.bestmediainfo.com/wp-content/uploads/2014/03/coke-logo.jpg"><img alt="coke-logo" class="alignleft size-full wp-image-39946" height="66" src="http://www.bestmediainfo.com/wp-content/uploads/2014/03/coke-logo.jpg" width="200" /></a>The campaign opens with Deepika Padukone missing the bus to her college. She is visibly angry since she thinks if she misses her exam she would be married off and would have to be in the kitchen all the time. Farhan Akhtar, who has been listening to the conversation between Deepika and her friend, takes a sip of Coke and quickly jumps into action. He takes his rickshaw and asks her to hop in. As they overtake the bus while enjoying the ride, the Coke song plays. He drops Deepika at the college gate and tells her that whatever he does, he won't make her stay in the kitchen all the time. The TVC ends with the voiceover declaring: "Khushi chhoti ho ya badi, har khushi mein Coca-Cola" (Be it a small or big happiness, for every happiness there is a Coca-Cola).
 Scripted by Prasoon Joshi, CEO and Chief Creative Officer, McCann Worldgroup India, the campaign has been produced by Guneet Monga's <keyword id="2096886" type="UNKNOWN" weightage="40" keywordseo="Golden-Gaddi-Films">Golden Gaddi Films</keyword> and directed by acclaimed director Anurag Kashyap. The music of the campaign has been created by <keyword id="718705" type="UNKNOWN" weightage="40" keywordseo="Mikey-McCleary">Mikey McCleary</keyword> and Vishal Khurana.

	The campaign will be extended to OOH, digital, behind the label promotion, point of sale merchandise and on-ground initiatives for various key markets.

	Joshi said, "The concept of happiness is universal, and the joy that one look or a smile from that special someone invokes is universal and not constrained by demographics. Similarly, Coca-Cola delivers the promise of happiness universally; whether you are in a small town or a metropolitan city, you can celebrate the little joys of life with a refreshing bottle of Coca-Cola. It's this thought that served as the inspiration for this campaign. We have Farhan Akhtar and Deepika Padukone, two young and highly successful actors who have captured the imagination of the whole country, essaying characters that you and I could bump into on the streets of Chandigarh or Allahabad or any other city."

	Anurag Kashyap, who has directed the campaign, said, "The campaign pays ode to the ethos of brand Coca-Cola of celebrating moments of joy, no matter how big or small. I loved the concept of putting the cosmopolitan and glamorous Deepika and Farhan in extremely rustic scenarios that appeal to masses. The campaign is very fun, happy and bubbly, just like the effervescence unique to Coca-Cola."

	Newly appointed Coca-Cola brand ambassador Deepika Padukone commented, "When I think of brand Coca-Cola the feeling of optimism and joy immediately resonates. I have been a huge fan of Coca-Cola, one of the most aspirational and iconic brands in the world and I am glad to have finally got the opportunity to be associated with it. I have thoroughly enjoyed this experience and working with Farhan, Prasoon, Anurag and the entire team at Coca-Cola has been absolutely incredible. The beauty of brand Coca-Cola is the fact that it stands for values, which are very simple yet very powerful."
 <keyword id="28751" type="UNKNOWN" weightage="80" keywordseo="Farhan-Akthar">Farhan Akthar</keyword> added, "What stands out about brand Coca-Cola is its universal appeal. No matter where in the world you are, Coca-Cola is synonymous with celebration and joy. I am extremely excited to partner with Coca-Cola and to bring this joy to millions of consumers across the country. The entire team behind this campaign has made the experience tremendously enriching for me. I had a wonderful time shooting for the campaign which has given me an opportunity to portray a distinctly new character."

	The TVC: 
 
<iframe allowfullscreen="" frameborder="0" height="315" src="//www.youtube.com/embed/gRtuHPuWUt8" width="420"></iframe> 



	Credits:

	Client: Coca-Cola India

	Agency: McCann Ericksson

	Creative Team: Prasoon Joshi, Pradyumna Chauhan - NCD

	Account Management: Alok Lall, Sarthak Sharma, Onkar Chand

	Account Planning: Jitender Dabas, Vibha Gupta

	Production House: Golden Gaddi

	Director (film): Anurag Kashyap

	Music: Mikey McCleary and Vishal Khurana
 
Courtesy: <a href="http://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>

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