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<ul><li>Uneven division of household chores like laundry is coming in the way of women getting enough sleep and rest. </li><li>The findings were a part of a survey conducted by an independent 3rd party.</li><li>The aim of the campaign is to help keep conversations around unequal division of domestic chores within households going. </li></ul> <keyword id="113077" type="COMPANY" weightage="20" keywordseo="Ariel">Ariel</keyword> India's campaign #<keyword id="3258116" type="PERSON" weightage="20" keywordseo="ShareTheLoad">ShareTheLoad</keyword> has been instrumental in sparking conversations around the unequal division of domestic chores within households and urging more and more men to #ShareTheLoad. In the spirit of keeping this conversation going and furthering the cause of equality within households, Ariel launched the 4th chapter of ShareTheLoad under which it undertook a survey that revealed that 71*% women in India sleep less than their husbands due of household chores. Uneven division of household chores like laundry is coming in the way of women getting enough sleep and rest. In fact, in many households, women are the first to wake up and last to sleep. This time, the conversation is about these unaccounted hours of early mornings and late nights, which are usually spent in wrapping up the chores she couldn’t complete during the day! When men don’t share the load, what ends up getting impacted is a basic and everyday phenomenon – sleep! Lack of sleep is thus almost an indicator, of the inequality within the household. The new film, launched across social media and digital platforms, seeks to highlight the impact of unequal division of chores on their wife’s well-being, and leverage this with men to drive an urgency to act. Over the last 5 years, Ariel has been able to impact the thought process for millions of men. From 79**% men in 2014 who thought laundry was only a woman’s job, the number has steadily declined, being 41*% in 2019. However, even today, only 35*% men contribute daily towards household chores. Ariel has taken the onus to set the bar higher in 2020. In a survey, most men agree that washing clothes in a machine are the easiest chore for them to start taking over. Thus, Ariel aims to make laundry the face of this movement against inequality within households by urging men to take the first step to #ShareTheLaundry and eventually, #ShareTheLoad for equal sleep. After all, with Ariel anyone can get an outstanding clean, no matter who does the laundry! The film, conceptualised by <keyword id="6583398" type="COMPANY" weightage="20" keywordseo="BBDO">BBDO</keyword>, is depicted from the eyes of a little girl devoid of any conditioning, who notices her mom is missing at night while she is asleep and continues to notice her running around doing multiple things, tired and sleepy. The father’s moment of realization is also in a way, driven by the daughter missing her mom at night. 
 
 <div type="Youtube" id="QAxm23SjHDo" title="Unequal division of household chores is keeping women awake. #ShareTheLoad - for equal sleep" thumbUrl="https://i.ytimg.com/vi/QAxm23SjHDo/mqdefault.jpg"></div>





 This inequality within households manifests itself in many more ways for the woman. More than half* the women feel that their children miss out on them due to the burden of household chores these women must carry. 3 out of 5* women agree that they feel tired during the day. Interestingly, in the same survey, half the women agreed that if they had some free time during the day, they would wish to sleep instead of doing any other activity. Noted film-maker and author <keyword id="7057090" type="PERSON" weightage="20" keywordseo="tahira-kashyap-khurrana">Tahira Kashyap Khurrana</keyword>, who watched the film, said, “The film has opened my eyes to a harsh reality. Sleep is a basic need, and if that starts to get impacted, it is a matter of time that health and well-being will take a hit too. When husbands don’t do their bit, it impacts their partner’s everyday life, which most men don’t even realise. I just want to convey to men that if they really love and care for the women in their lives, nothing should stop them from being Equal Partners at home. Ariel is showing an easy way to take that first step, and #ShareTheLaundry to #ShareTheLoad.” Commenting on the Movement, <keyword id="553506" type="PERSON" weightage="20" keywordseo="Sharat-Verma">Sharat Verma</keyword>, CMO, P&amp;G India and Head, Fabric Care Indian Subcontinent, said, “This year, ‘#ShareTheLoad for equal sleep’ seeks to give us one more compelling reason to start sharing the load. Uneven division of household chores is getting in the way of women getting adequate sleep and rest, and hence the conversation this year is about bringing this to light to enable conversation. 71% of Indian women are sleeping less than their husbands due to these household chores, as they end up waking up early and/or staying up late in order to get everything done. The film is designed to be a mirror into the daily lives of many women, in order to make this unaccounted time count. And with this, Ariel wants to move us all from intent to action by urging them to #ShareTheLaundry and take the first step towards #ShareTheLoad.” <keyword id="224869" type="PERSON" weightage="20" keywordseo="Josy-Paul">Josy Paul</keyword>, Chairman and CCO - BBDO India adds, “How can Ariel as a leading brand truly create change? That was what we wanted to do with this year’s campaign for #ShareTheLoad. And hence, by steering the conversation around the impact on the women’s wellbeing when their partners don’t partake in domestic chores, we want to get men to show solidarity via action. A significant part of the film rests in the early hours or late nights, which is the time that usually goes unaccounted. It is the theatre of the after-hours. It is about making those hours count!” Ariel India launched the #ShareTheLoad movement in India to address the inequality that exists within Indian households. In 2015, we raised a triggering question ‘Is laundry only a woman’s job’ drawing attention to the uneven distribution of domestic chores. With ‘Dads Share The Load’ in 2016, the conversation was aimed at helping to address the root cause - the cycle of prejudice passed down from one generation to the next. In 2019, we started to drive action, urging parents to raise their sons like they have been raising their daughters, so that the future generation is more equal!

Ariel's latest #ShareTheLoad edition highlights 71% of women sleep less due to household work

<ul class="summary-list"><li>A <a target="_blank" href="https://www.businessinsider.com/willy-wonka-style-chocolate-experience-event-ai-images-shambles-2024-2">crummy "Willy Wonka experience" event</a> in Glasgow went viral for how laughable and disappointing it was.</li><li>Amid the cheap decorations and actors in cheap costumes, one thing stood out: "The Unknown," a fake villain they made up.</li></ul>In our modern world of entertainment, it's become an accepted and welcome practice to reimagine and add to original works and source material. Adding to the canon, in fandom parlance.There are multiple adaptions of "Charlie and Chocolate Factory" — the 2023 movie "<a target="_blank" href="https://www.businessinsider.com/wonka-timothee-chalamet-details-information-2023-7">Wonka</a>" is a prequel that invents a backstory for the quirky chocolatier, after all.And it is for this reason that we must now accept that "The Unknown" is officially part of the Willy Wonka canon. Here's the backstory:This past weekend, an event was held in Glasgow, Scotland, that was advertised as a "<a target="_blank" href="https://www.businessinsider.com/actor-disastrous-willy-wonka-style-event-script-ai-generated-gibberish-2024-2">Willy Wonka experience</a>." In reality, it was a largely empty warehouse with some cheap decorations and a few local actors hired to dress as Oompa Loompas or Willy Wonka.Parents who paid good money (£35, or about $44 per person) to take their kids posted photos and videos of how sad the event was — <a target="_blank" href="https://www.businessinsider.com/fyre-festival-expectations-vs-reality-2017-4">Fyre Festival</a> or <a target="_blank" href="https://www.businessinsider.com/tumblr-threw-an-outrageous-carnival-themed-party-to-celebrate-2014-2014-12">DashCon</a> depths of bleakness. The event went viral.Who is "The Unknown?"One video that was going viral on TikTok and X shows the character "The Unknown" emerging from behind a mirror with a silver mask and black hair (unclear if real or a wig). "What is that? It's The Unknown!" says the <a target="_blank" href="https://www.businessinsider.com/actor-losing-his-mind-willy-wonka-themed-gig-2024-2">actor playing Willy Wonka</a>.You can immediately hear the cries of a small child.<a target="_blank" href="https://www.independent.co.uk/news/uk/home-news/willy-wonka-experience-glasgow-chocolate-event-b2504464.html">The Independent</a> interviewed Paul Connell, the local actor who played Willy Wonka, who described the new, terrifying character:Is The Unknown scary?Look at it. It's scary as hell.Josie Robertson, who attended the event with her two kids and <a target="_blank" href="https://www.tiktok.com/@jojorobertson7/video/7340763091077958945">posted</a> a video about it to TikTok, told Business Insider that, indeed, it was scary. "Some kids were scared and crying," she said. "But mine were laughing, and my youngest just scared him back."Why do people love The Unknown?Along with "meth Oompa Loompa," who was interviewed by <a target="_blank" href="https://www.vulture.com/article/glasgow-sad-oompa-loompa-interview.html">New York Magazine</a>, The Unknown has become something of a fan favorite (if you can consider people who discovered this a few days ago "fans"). The strange hair — is it a wig? Real? The way he (she? they? Is it even human???) moves. The chaotic element of actual horror that scares children. The fact that the name is an eponym: It's an unknown character, so it's called "The Unknown"!There's even someone who is selling <a target="_blank" class="" href="https://affiliate.insider.com?h=dc5975838bd89ea8820355972fc973ed2d4b5a6e825473a18f7ce01026137837&amp;postID=65e0c40de3dcaf027129f373&amp;postSlug=willy-wonka-experience-house-glasgow-who-is-the-unknown-2024-2&amp;site=bi&amp;u=https%3A%2F%2Fwww.etsy.com%2Flisting%2F1673096184%2Fthe-unknown-wonka-experience-meme%3Fetsrc%3Dsdt">greeting cards on Etsy</a> of The Unknown.Why should The Unknown be part of "Charlie and the Chocolate Factory?"Sure, you could just ignore The Unknown and write it off as merely a cheap addition to a bootleg event, unaffiliated with Warner Bros. or the estate of Roald Dahl.But it's 2024, and we've evolved our ideas about "IP."The Unknown is now officially part of the Wonkaverse. No more questions.

'The Unknown' is the best part of the disastrous Willy Wonka house

<ul class="summary-list"><li>Former Pentagon policy analyst Paul Scharre discusses global power and AI in his upcoming book.</li><li>He writes that Marines trained the Pentagon's Defense Advanced Research Projects Agency's robots.</li></ul>The <a href="https://www.businessinsider.com/darpa-robots-falling-over-2015-6">state-of-the-art robots</a> used by the Pentagon had an easily manipulated weakness, according to an upcoming book by a former policy analyst: Though they're trained to identify human targets, the bots are easily fooled with the most lackluster of disguises.In his upcoming book, "Four Battlegrounds: Power in the Age of Artificial Intelligence," former Pentagon policy analyst and Army veteran Paul Scharre writes that the Defense Advanced Research Projects Agency (DARPA) team trained its <a href="https://www.businessinsider.com/darpa-super-strong-humanoid-robot-schaft-2013-12">robots</a> with a team of Marines for six days to improve its artificial intelligence systems. Shashank Josi, defense editor at The Economist, <a href="https://twitter.com/shashj/status/1615716082588815363" target="_blank" rel="noopener">posted</a> several excerpts from Scharre's book on Twitter. In the passages, Scharre details how, at the end of their training course, the Marines devised a game to test the DARPA robot's intelligence.Eight Marines placed the robot in the center of a traffic circle and found creative ways to approach it, aiming to get close enough to touch the robot without being detected. Two of the Marines did somersaults for 300 meters. Two more hid under a cardboard box, giggling the entire time. Another took branches from a fir tree and walked along, grinning from ear to ear while pretending to be a tree, according to sources from Scharre's book.Not one of the eight was detected."The AI had been trained to detect humans walking," Scharre wrote. "Not humans somersaulting, hiding in a cardboard box, or disguised as a tree. So these simple tricks, which a human would have easily seen through, were sufficient to break the algorithm."Though it is unclear when the exercises in Scharre's book took place, or what improvements have been made to the systems since, DARPA robots' antics have long faced obstacles to their performance, including <a href="https://www.businessinsider.com/this-compilation-of-advanced-military-robots-falling-down-is-fantastic-2015-6">poor balance</a> and concerns over their potential to <a href="https://www.businessinsider.com/former-google-engineer-warns-against-killer-robots-2019-9">cause accidental killings</a> due to AI behaving in unpredictable ways."The particular experiment this appears to reference, part of our Squad X Core Technologies program, was an early prototype test to improve squads' situational awareness by detecting approaching people," a DARPA spokesperson said in an email to Insider. "In the next experiment, our team demonstrated a detection ability that exceeded expectations in a far more challenging environment. This is the nature of high risk and actively managed programs. We have not read the book but, in general, we are constantly testing and experimenting with new technologies."The spokesperson added: "There is certainly still much work to be done to advance AI capabilities and we've seen tremendous promise in its national security applications."Some of the technologies DARPA has recently backed include <a href="https://www.businessinsider.com/military-sensor-skin-covid-darpa-19-2021-4">disease detecting sensors to be injected under the skin</a>, a <a href="https://www.businessinsider.com/nasa-darpa-nuclear-powered-rocket-humans-on-mars-2023-1">nuclear-powered rocket that could take humans to Mars</a>, and <a href="https://www.businessinsider.com/drone-ai-russia-ukraine-war-experts-concerned-for-future-2023-1">AI-powered unmanned drone swarms</a>.Scharre did not immediately respond to Insider's requests for comment. "Four Battlegrounds: Power in the Age of Artificial Intelligence" will be released on February 28.

Marines fooled a DARPA robot by hiding in a cardboard box while giggling and pretending to be trees

<ul><li>Its 2022, and yet 83% women feel that men don’t see women as equal.</li><li>Ariel's new #ShareTheLoad film See Equal aims to get men to think and introspect their actions at home.</li></ul> Over the last 7 years, Ariel India has continuously sparked conversations around the unequal division of domestic chores within households and urging more and more men to #ShareTheLoad. In the spirit of keeping this conversation going and furthering the cause of equality within households, Ariel launched the #SeeEqual film, to inaugurate the 5th edition of ShareTheLoad. By raising a pertinent question – “if men can share the load equally with other men, why are they not doing it with their wives?” Ariel is urging men to be equal partners playing Equal roles. Because when we see equal, we #ShareTheLoad. During the lockdown, everyone got confined to their homes which transformed into offices, schools, playgrounds overnight. So many men took to household chores actively and proudly- be it cleaning, cooking or laundry. And while this trend faded as the pandemic eased out, it established that men are open to change and can take up chores when needed. Additionally, a new study by an independent third party revealed a startling fact - 73%* men agreed that they did their share of household chores when they were staying with other men or roommates. So, if men have taken responsibility of chores in the past, what stops them from doing this as partners? Ariel's new film- See Equal raises this pertinent question to men. The reason for this disparity could be many but it was alarming to find that 80% women believe their partners know how to do household tasks but choose not to do them. The same men, who chose to take up household chores when living with other men, are not doing their share of work in the house with their wives. This ‘choice’ signaled a mindset issue arising from years of unconscious bias, and 83% women felt that men don’t see women as equal when it comes to housework. By raising a pertinent question – “if men can share the load equally with other men, why are they not doing it with their wives?” Ariel is reminding families, that true equality is only reflected when domestic chores are shared. Because when we SEE EQUAL, we SHARE THE LOAD! <div type="Youtube" id="DA64FF7MR58" title="When we #SeeEqual, we #ShareTheLoad" thumbUrl="https://i.ytimg.com/vi/DA64FF7MR58/mqdefault.jpg"></div> The film is about a woman, who visits the neighbours with her husband. Looking at the two men go about their morning tasks in complete harmony and both contributing equally, she points this out to her husband. The man casually recollects how he used to split all chores back in the day with his college roommate. This incident, along with a few more, make the woman realise that she is not being seen and treated as an equal. After mulling over it, she takes a stand for herself and shares her realisation with her husband, demanding to be seen as an equal. This conversation makes the husband realise, who vouches to drop his bias and ShareTheLoad. The film is fully reflective of the reality of today’s times. On one hand, the woman refuses to accept inequality in her marriage, and on the other, it depicts what men are capable of and how it is that they are changing. The neighbours in the film could be roommates, friends, brothers or in a relationship themselves, but irrespective of their relationship, they represent the men of today who are open to change. While there are many men who have started to do more, a lot of them even take up their full share of responsibilities within the home and ShareTheLoad equally. This is possible only when they See Equal. An exciting panel came together to launch the 5th edition of #ShareTheLoad, comprising of Genelia and Ritesh Deshmukh – Actors, Producers, Entrepreneurs, Environmentalists, Dr. Nandita from Akshara Centre - an NGO whose vision to establish a gender just and violence free society, and works tirelessly towards it, Sharat Verma - Chief Marketing Officer, P&amp;G India, and Vice President, Fabric Care, P&amp;G India, Josy Paul - Chairman &amp; Chief Creative Officer, <keyword id="198975" type="General" weightage="20" keywordseo="bbdo-india" source="Orion">BBDO India</keyword>. The panel was moderated by Shibani Dandekar. In a never-seen-before act, celebrity guest Genelia D’Souza went invisible at the launch of Ariel’s #ShareTheLoad movement to drive a strong message- “If women are not being seen as equals by their partners, they are almost invisible in the relationship”. Genelia and Riteish, who embody an equal relationship, came forward to talk about the importance of equality within the household at the event The vivacious Genelia said, “Not sharing the load, not seeing me as equal, would be a deal breaker. We Share the Load no matter what - be it with kitchen chores, parenting or laundry. There is nothing like his job or my job. It’s a world we have built, and we are in it together forever. I believe if you really love your spouse and see her as an equal, there is no reason why you won’t divide the chores or any tasks equally. I am so glad to see a brand like Ariel continuing to push for domestic equality and unearth such compelling insights that are sure to create conversations and action” Supporting the #ShareTheLoad movement, actor Riteish Deshmukh said, “Ariel’s #SeeEqual film is an eye opener for most men including me. While I have always tried to be Genelia’s best friend and her constant support, we men do at times tend to overlook piled-up laundry or a sink full of dirty utensils. This film is a reminder to be more conscious and aware, and deliberately try to overcome our conditioned mindsets. Share The Load should be a norm not an exception. Since change begins at home, I urge all everyone to treat their partners with equality and respect and most importantly See them as EQUAL. Because only when we See Equal, we ShareTheLoad equally.” “With Ariel #ShareTheLoad, we strive to trigger meaningful conversations that will help drive positive change. With #See Equal, we want to address years of unconscious bias and conditioning, which may be coming in the way of us all sharing the load. A recent World Economic Forum report claims that at the current pace of change, gender parity is still 135 years away! That is far too long for us to wait for something that comes naturally for men when they interact with each other. Interestingly, over 73% married men agreed that they did their share of household chores when they lived with other men. However, even now in urban India, less that 25 percent of households claim that men share the load equally. This year’s communication is based on this simple insight - when men can ShareTheLoad equally with other men, then why not with their wives? Because we know when we #SeeEqual, we #ShareTheLoad” said Sharat Verma, Chief Marketing Officer, P&amp;G India, and Vice President, Fabric Care, P&amp;G India. “We’ve taken a slightly different track in the latest film for Ariel #ShareTheLoad. There is a definite shift in the tonality. This time, it’s the woman who speaks for herself. It is the woman speaking her mind and sharing her point of view. The film is fully reflective of the reality of today’s times, where the woman refuses to accept inequality in her marriage. Research confirmed this. 88% women believe it is time to talk to men about doing their share of the household work equally. There is a sense of restlessness, an impatience in the women today at the pace of change. So, this film is also a means to encourage conversations so as to truly move us towards an equal tomorrow.” said Josy Paul, Chairman &amp; Chief Creative Officer, BBDO India.

Ariel's latest ad asks, "If men can share the load equally with other men, why are they not doing it with their wives?"

It was an overwhelming sight. Surrounding <keyword id="11936918" type="UNKNOWN" weightage="60" keywordseo="jason-reitman" source="Orion">Jason Reitman</keyword> were dozens of screenwriters, storyboards, and artwork for a franchise he's known intimately his entire life. No, we're not talking about "<keyword id="11936922" type="UNKNOWN" weightage="60" keywordseo="ghostbusters" source="Orion">Ghostbusters</keyword>."Years before Reitman decided to finally follow in his father's footsteps and direct a "Ghostbusters" movie, he was invited by Michael Bay to work on another blockbuster franchise — "Transformers."Reitman had a giant smile on his face as he recounted via Zoom his very brief time in the Transformers universe, eventually working on scripts (specifically punching up the dialogue) for "Dark of the Moon" and "Age of Extinction." By the end of his story, he drove home the point: Filmmakers are allowed to do things beyond what they are known for."It's very easy to look at a director and their work and think this is the sum total of that human being," he told Insider back in September. "The truth is I love horror films. I love big box office <keyword id="11898343" type="UNKNOWN" weightage="60" keywordseo="movies" source="Orion">movies</keyword>. To play in that 'Transformers' world was like, I used to play with Transformers now I get to play in 'Transformers.'"Now Reitman is taking that thinking a step further with his latest movie, "Ghostbusters: Afterlife," in theaters November 19, the latest sequel in the franchise that his father, <keyword id="11936919" type="UNKNOWN" weightage="60" keywordseo="ivan-reitman" source="Orion">Ivan Reitman</keyword>, launched. In 1984, "Ghostbusters" became a runaway hit and made the foursome — Bill Murray, Dan Aykroyd, Harold Ramis, and Ernie Hudson — battling evil spirits around New York City household names.Reitman, who's built a career making Oscar-nominated dramas like "Juno" and "Up in the Air," is well aware of his connection to the movie, which seems to haunt him almost like a ghost."I don't go a day in my life without seeing someone wearing a 'Ghostbusters' T-shirt," he noted.For most of his life, the 44-year-old director has chosen to ignore his father's movie-making legacy — vowing never to make a "Ghostbusters" movie. But all that's changed now.<div type="image" title="Jason Reitman in a black jacket next to a door with the Ghostbusters logo on it" height="1996" width="3000" msid="87338649" hostid="261"></div><h2>Reitman wrote the 'Ghostbusters: Aftermath' script in secret and only let executives read it one at a time inside a secured room</h2>Reitman's change of heart began with the idea of a girl in a cornfield, wearing a proton pack."A decade ago, I had this vision of a girl shooting a proton pack in a cornfield and suddenly popcorn flying up and her catching and eating it," Reitman said with a far off look in his eye as he sipped on his morning coffee inside his home office. The sun shined in from his backyard window beside his desk. "It was just one of those images where I was like, 'Well, I don't know what to do with that,'" he continued.Reitman is the first to admit that he usually doesn't embrace these types of ideas. His movies, up to this point, have been grounded in reality. He's preferred the independently-financed dramas that explore the human condition and usually feature women going through challenging times in their lives like a teenaged pregnancy ("Juno") or a mid-life crisis ("Tully"). He's always had the same answer when asked if he'll ever make a "Ghostbusters" movie: "No.""I would make the most boring 'Ghostbusters' movie,'" he <a href="https://en.wikipedia.org/wiki/Jason_Reitman">told Howard Stern back in 2008</a>. "It would just be people talking about ghosts. There wouldn't be any ghost-busting in it."<div type="image" title="Mckenna Grace using a proton pack" height="700" width="1400" msid="87338650" hostid="261"></div>But this idea of a girl wearing a proton pack in a cornfield was special. He couldn't kick it."I suddenly knew who the girl was when Harold died" in 2014, he said, referring to Harold Ramis, who co-wrote the original "Ghostbusters" screenplay with Dan Aykroyd and played Ghostbuster Egon Spengler in the movie.He began evolving the idea into a story and it finally got to a point where he couldn't keep it to himself anymore. He had to tell someone — his father."He said, 'I've been thinking about this idea,'" Ivan Reitman recalled to Insider about the first time his son spoke to him about doing a "Ghostbusters" movie. "I just stayed really quiet. I was excited, but surprised as well."Reitman then teamed up with screenwriter Gil Kenan to write the script. By 2016, the two were pitching it to Sony's Ghost Corps, the production company formed to oversee the "Ghostbusters" franchise.The pitch meeting ended with Reitman's dad in tears, the project greenlit, and the promise that Reitman could work on the project in secret."I think only three people at Sony knew of its existence," Reitman said of the script. "Each executive had to come by themselves to Ghost Corps and read the script in a room and then leave.""I really didn't want it out there that we were writing this movie," he continued. "Particularly after years of me saying I didn't want to make a 'Ghostbusters' movie."<div type="image" title="Jason Reitman and Ivan Reitman dressed in black and sitting in chairs" height="2458" width="3600" msid="87338651" hostid="261"></div><h2>Reitman used his own issues with his father to flesh out the family dynamic in the movie</h2>One of Reitman's fondest memories as a kid was going to the set of "Ghostbusters" back in the 1983. Side-by-side with his dad, he watched in awe as his father directed. It was an eye-opening experience for the young Reitman; a glimpse behind the curtain of how all those movies he went to see with his dad were pulled off.Reitman even found himself in his father's movies, having bit parts in "Twins" (1988), "Ghostbusters II" (1989), and "Kindergarten Cop" (1990). But as the younger Reitman got older, he distanced himself from Hollywood. At Skidmore College he studied to be a therapist. When that didn't pan out, he pivoted to creative writing at University of Southern California. He began making movies, but not the kind his dad made."He went on quite a different career path than I did," Ivan, who also directed the 1989 "Ghostbusters" sequel, said. "I sort of had a very commercial bent and wanted to entertain in my own way, and I was comfortable in the studio system. He was working independently and was doing it very effectively."Despite clearly carving his own career path and even scoring best director nominations for both "Juno" and "Up in the Air," Reitman said his father would still ask him on occasion if he would ever make a "Ghostbusters" movie.<div type="image" title="Harold Ramis, Ernie Hudson, Bill Murray, and Dan Aykroyd as Ghostbusters" height="2281" width="3402" msid="87338652" hostid="261"></div>"I never thought he was going to do it," his dad admitted.But Reitman couldn't shake his "Ghostbusters: Afterlife" story. Set far away from the "Ghostbusters" firehouse in New York City, the "Afterlife" story follows a single mother (Carrie Coon) and her two children (Mckenna Grace and Finn Wolfhard) as they move to their late grandfather's broken down home in Oklahoma.As they try to adjust to their new lives, they realize that not only was their grandfather one of the original Ghostbusters, but they have to pick up where he left off, defending the world from evil supernatural forces who are on the cusp of taking over.The movie has its laughs and many hat tips to the original movie (including Elmer Bernstein's memorable score from the 1984 movie), but it's surprisingly moving with its Spielbergian look at a group of young friends teaming up to save the day. Don't be surprised if you shed a tear or two by the end of it.For Reitman, that feeling comes from putting himself into the characters."It became a metaphor for my own fears about picking up the proton pack myself," Reitman said of making the movie.<div type="image" title="Jason Reitman using camera viewfinder for mini-puffs scene" height="3024" width="3024" msid="87338654" hostid="261"></div>But Reitman went deeper than that: He put a lot of his abandonment issues, from having a father who was an in-demand Hollywood director for most of his childhood, into the role of Callie, the single mother, who feels her father never gave her much attention, as he was too caught up in ghostbusting. "Look, being the son of a director is complicated," Reitman said. "Being the son of someone who is obsessed with their work; I think about that with my relationship with my father."Ivan, however, admitted he didn't see that real-life correlation in the movie, when asked. "I'm too arrogant and too close up to my own sort of world, I think," he said. "Though I understand that."While writing the movie, Reitman said he also thought a lot about how his daughter Josie grew up the same way he did — with a father busy making movies. And on top of that, Josie is a child of divorce, as Reitman and writer Michele Lee split in 2014."Every filmmaker is doing autobiographical work no matter what they are doing," he added. "I made this movie for my dad. I made this movie for my daughter. I think it mirrors the ways that we want to be connected to each other."<div type="image" title="Jason Reitman in a hoodie and baseball cap holding a camera" height="1996" width="3000" msid="87338656" hostid="261"></div><h2>Reitman says Paul Feig's 'Ghostbusters' opened the door for his movie: 'Paul really did the hard work'</h2>Reitman never thought he could get personal with a "Ghostbusters" movie, but it ended up being the most personal work he's ever done, he said.Along with the family inspirations that fueled the script, Reitman and his dad, a producer on the movie, worked side-by-side on "Afterlife." Close to 40 years after young Reitman was on the set of his dad's "Ghostbusters" movie, he was now directing his own with his proud father looking on — and making the occasional note at times. Well, maybe more than occasional."Sometimes it got complicated, as you can imagine with your father coming to work with you every day and weighing in on all your decisions," Reitman said. "It tries on your patience, but at the same time we got to have a father-son experience unlike anything.""Most fathers and sons feel lucky they went camping together," Reitman added. "We got to make a movie together.""Afterlife" is a movie that Reitman said wouldn't be possible if it weren't for the franchise movies his dad made along with the 2016 Paul Feig-directed all-female "Ghostbusters" movie.Though Feig's underperformed at the box office and felt the wrath of internet trolls who were appalled that their beloved franchise would get an all-female version, Reitman said it opened the door for his story to be told, and he hopes for different kinds of "Ghostbuster" movies in the future.<div type="image" title="Leslie Jones, Melissa McCarthy, Kristen Wiig, and Kate McKinnon dressed as Ghostbusters with director Paul Feig" height="946" width="1366" msid="87338658" hostid="261"></div>"When Paul made his movie, he kind of broke the doors open," Reitman said. "Suddenly a 'Ghostbusters' film did not have to be about those four original guys in Manhattan. That was a big moment.""I want to see all kinds of 'Ghostbusters' movies," he continued. "I want to see 'Ghostbusters' movies from all my favorite filmmakers, coming from all kinds of different cultures and different countries. Paul really did the hard work so that I could make this movie."And the result is a movie that's already been generating a lot of buzz. Both Reitman and his father have been present at two surprise screenings, at this year's CinemaCon and New York ComicCon, and both audiences were completely enthralled.Reitman held back tears when he thought back to attending the CinemaCon screening with his father in Las Vegas in August."We walked backstage after the screening and it was really dark, they were using flashlights to guide us, and my dad stopped everyone and he pulled me into a hug and he was very emotional and he said, 'I'm just so proud to be your father,'" Reitman said as his eyes began to well up.<div type="image" title="Jason Reitman and Ivan Reitman laughing on stage" height="2811" width="4216" msid="87338660" hostid="261"></div>It's a Hollywood ending for a director who never wanted to make a "Ghostbusters" movie ever in his life. But could it have been more fear that was holding him back from helming a franchise that's been part of him since he was old enough to walk?There was a long pause as he took in that question. It's clear this was one he himself had been trying to answer for years."I always felt this was the dragon that was waiting for me, and that the longer I didn't make it, the more I was simply ignoring what was at the gate," he finally said."I always felt the proton pack would be too heavy, but it turns out once you put it on it feels kind of light."

'Ghostbusters: Afterlife' director Jason Reitman used his 'complicated' relationship with his father to take on the franchise he's avoided his whole life

<ul class="summary-list"><li>A <keyword id="191558" type="COMPANY" weightage="60" keywordseo="Minneapolis">Minneapolis</keyword> middle <keyword id="6356508" type="UNKNOWN" weightage="60" keywordseo="school">school</keyword> put out a call for 85 meal kits for students and families after many of the city's stores were looted or destroyed during protests.</li><li>On Sunday, faculty and families were pleasantly overwhelmed to find Sanford Middle School's front lawn completely covered with bags of food and household goods. </li><li>The food drive resulted in a mountain of cereal boxes and endless piles of supplies.</li><li>"This will let everyone know that despite everything that's going on, we are a strong-knit city," Sanford Middle School teacher Jabari Browne told Insider.</li></ul>In the wake of the <a href="https://www.insider.com/george-floyd-death-15-powerful-images-of-nationwide-protests-2020-5">death of George Floyd</a> at the hands of a Minneapolis police officer on Monday, riots have erupted around the country as people protest against police violence against the African American community.One middle school that's three blocks away from Minneapolis' 3rd precinct police station put out a call for help in response to the looting and destruction of grocery and convenience stores caused by protests, which has impacted students and their families."We had a parent that reached out to us who was checking in with other families in the community, and we heard they needed food," Jabari Browne, who's been a special education teacher at Sanford Middle School for five years, told Insider. "Due to the protests, a lot of stores are shut down and burnt down, and we have a lot of kids that don't have transportation."The school requested 85 meal kits to be donated as part of the drive, Sanford Middle School Principal Amy Nelson told <a href="https://minnesota.cbslocal.com/video/4571815-sanford-middle-school-holds-food-drive-in-minneapolis/">CBS Minnesota reporter Marielle Mohs</a> — but what resulted on Sunday morning was an incredible overflow of donations that has filled the school's lawn with supplies and caused traffic backups all day, Browne told Insider.Browne estimated that the school received "tens and thousands of donations" starting early Sunday morning — and pictures of the school grounds from Twitter users match that description.<a href="https://minnesota.cbslocal.com/video/4571815-sanford-middle-school-holds-food-drive-in-minneapolis/">Nelson told CBS Minneapolis</a> that the response is "not surprising.""We live in a great city, and we have people who want to help," Nelson said. "The response has been overwhelming in a very positive way." Browne said that the school's food drive is just one symbol of the resilient spirit of the Minneapolis/St. Paul area."It's been hard sleeping these past couple nights. I've been in fear thinking what the town is going to look like when we wake up," he said. "But I was able to sleep well last night knowing we'd be able to make so many kids and families smile."Browne said: "This will let everyone know that despite everything that's going on, we are a strong-knit city."Read the original article on <a href="https://www.insider.com/minneapolis-food-drive-middle-school-community-donations-2020-5">Insider</a>

A Minneapolis middle school requested 85 meal kits for families in need after stores were looted and destroyed. It was overwhelmed by the community's response.

<ul><li>The Awards recognise how leading brands are effectively leveraging YouTube as a platform to engage audiences to drive business goals and drive consumer engagement at scale across the country. </li><li>Launched earlier this year in association with Kantar for advertising released between October 2019 and February 2021, the winning campaigns represent a range of popular advertising formats across seven categories.</li></ul>The inaugural India edition of the <keyword id="11803860" type="UNKNOWN" weightage="20" keywordseo="youtube-works-awards">YouTube Works Awards</keyword> today announced its winners. The Awards recognise how leading brands are effectively leveraging YouTube as a platform to engage audiences to drive business goals and drive consumer engagement at scale across the country. Launched earlier this year in association with Kantar for advertising released between October 2019 and February 2021, the winning campaigns represent a range of popular advertising formats across seven categories, from 6-second Storytelling to Multi-video Storytelling, and were selected by a 12-member jury comprising some of the most respected business leaders and marketers in the country. During a time that was marked by several lockdowns and restricted creative production, the jury picked campaigns by Mondelez, which bagged both the Ruby and the Grand Prix for its ‘Not just a Cadbury’ ad, InMobi, Amazon Prime, Puma, Motilal Oswal, and upGrad as the winners. Announcing the Awards, Aditya Swamy, Director, Marketing Partnerships, Google India, said, “Online video is the gateway to the Internet for India. With four in five Indian consumers valuing YouTube deeply, and viewership growing both in rural and urban India, YouTube has emerged as India's favourite destination for video content. I raise a toast to the gamechangers across brand, creative, media, and creator ecosystems that are shaping digitally supercharged India’s shift towards YouTube. With these awards, our effort is to spotlight the most incredible work across the industry, using data-driven insights and tech-powered storytelling to deliver real impact for every kind of business. I want to express my deep gratitude to the Jury for their thoughtful analysis of the entries and picking the stand-out work done in India on YouTube. I look forward to all of us creating magic for brands by mixing creative, data and technology together.” Speaking about the key role YouTube served in the execution of the ‘Not just a Cadbury’ campaign, Anil Viswanathan, Senior Marketing Director, Mondelez, said, “We are thrilled for the ‘Not just a Cadbury’ campaign to be judged winner in two prestigious categories of the <keyword id="11803861" type="UNKNOWN" weightage="20" keywordseo="youtube-works">YouTube Works</keyword> Awards, the Ruby and the Grand Prix. This is yet another fabulous moment of celebration for the team. “Our campaign idea was to support small business owners impacted by the COVID-19 lockdowns through hyper personalisation and hyper localization. Both these would not have been possible without YouTube which powered it to achieve the levels of customization never achieved before. YouTube’s personalization capabilities helped bring together thousands of small business owners across thousands of PIN codes together with customers in their neighbourhoods, all on a single ad.” Commenting on the Awards, jury member and Head of Marketing, Bajaj Auto, Narayan Sundararaman, said, “'It was a great experience to be on the Grand Jury of these Awards and view such a large number of outstanding creative executions across businesses. The winning campaigns stand out for their ability to harness audience insight and storytelling with the advantage of content and context that YouTube uniquely provides to brands.” Josy Paul, Chairman and Chief Creative Officer, BBDO India, said, “Being on the jury of the first ever YouTube Works awards in India was a mind-altering experience. The experience opened my mind to the immense possibilities that YouTube offers. I came as a judge and left as a student.” Speaking of the judging process, Nandini Dias, CEO, LODESTAR UM, said, “The craft-agnostic nature of the jury put together for the YouTube Works Awards resulted in a fresh cross-pollination of perspectives, which made the discussions enriching and stimulating.” Agnello Dias, Creative Chairman, Dentsu, added, "The YouTube Works judging experience was a fascinating experience because some of the categories were such a clear indication as to where the world of marketing communications is heading. Besides, a lot of the work threw up completely fresh insights into how creativity is being consumed by target audiences in the contemporary era."The winners of the <keyword id="11803859" type="UNKNOWN" weightage="20" keywordseo="youtube-works-india-awards">YouTube Works India Awards</keyword> are: Grand Prix: Demonstrates excellence throughout the entire process, from identifying critical consumer insights and building creative idea, to executing the campaign through effective media buying and powerful messaging in all assets and formats <ul><li>Campaign Name - <a href="https://www.youtube.com/watch?v=gBWLm6Sx1WI" target="_blank">Not just a Cadbury ad</a></li><li>Winners - Mondelez | Wavemaker &amp; DeltaX | Ogilvy India</li></ul>The Ruby: The most creative, innovative and data-driven work with demonstrable business results <ul><li>Campaign Name - <a href="https://www.youtube.com/watch?v=gBWLm6Sx1WI" target="_blank">Not just a Cadbury ad</a></li><li>Winners - Mondelez | Wavemaker &amp; DeltaX | Ogilvy India</li></ul>Media Innovation: Brilliant media planning that drove business results <ul><li>Campaign Name - <a href="https://youtu.be/Mu3Rq3dzMzE" target="_blank">Glance - Baar Baar Dekho</a></li><li>Winners - Glance | In-Mobi | DDB Mudra</li></ul>Best Multi-Video Storytelling: Demonstrates a keen understanding of the audience, and an ability to bring a story to life through exceptional copywriting, creative direction, and flawless production across multiple videos <ul><li>Campaign Name - <a href="https://www.youtube.com/watch?v=fUeyAItugv8" target="_blank">Mirzapur S2 ka Bhaukaal</a></li><li>Winners - Amazon Prime Video India | PivotRoots | SoCheers</li></ul>Best Long Form Storytelling: Demonstrates a keen understanding of the audience, and an ability to bring a story to life through exceptional copywriting, creative direction, and flawless production in a video beyond 30 seconds <ul><li>Campaign Name - <a href="https://www.youtube.com/watch?v=xoVhnuCzHdA" target="_blank">PUMA Propah Lady</a></li><li>Winners - Puma | Digitas</li></ul>6-Second Storytelling: Demonstrates a keen understanding of the audience, and an ability to bring a story to life through exceptional copywriting, creative direction, and flawless production in a 6 second YouTube bumper ad <ul><li>Campaign Name - <a href="https://www.youtube.com/watch?v=eCEUJ_0GPaw" target="_blank">Poor Quality Hurts – Motilal Oswal</a></li><li>Winners - Motilal Oswal Financial Services | Social Kinnect | Mullen Lintas</li></ul>Best Collaboration: The best strategic and creative collaboration between Brand &amp; Creator that drove incredible buzz &amp; positive brand associations <ul><li>Campaign Name - <a href="https://www.youtube.com/watch?v=OkBuuRW8f_Y" target="_blank">BeYouNick x upGrad Originals - The Office Canteen</a></li><li>Winners - upGrad | Monk Entertainment | Be YouNick</li></ul>The Jury also included: Aditi Shrivastava, Co-founder, Pocket Aces; Amer Jaleel, Group CEO and Chairman, MullenLowe Lintas Group; Anita Nayyar, COO-Media &amp; Communications, Patanjali Ayurved Limited; Harman Dhillon, Vice President - Haircare, HUL; <keyword id="2811220" type="PERSON" weightage="20" keywordseo="Sukesh-Nayak">Sukesh Nayak</keyword>, Chief Creative Officer, Ogilvy India; Priti Murthy, CEO, OMD India; Rajdeepak Das, Chief Creative Office &amp; CEO – South Asia, Leo Burnett; Ravi Santhanam, CMO, HDFC Bank.

YouTube announces Winners of first India edition of YouTube Works Awards

AP Photo/Josie LepeSan Francisco 49ers offensive assistant coach Katie Sowers.<ul class="summary-list"><li>San Francisco 49ers offensive assistant coach Katie Sowers will be the first female and first openly gay coach at the Super Bowl on February 2. </li><li>Before being employed by the NFL, Sowers was a member of the 2013 US Women's National Football Team and played in the Women's Football Alliance (WFA) for eight years. </li><li>Sowers is the first openly LGBTQ coach in NFL history, and became the second woman to hold a full-time coaching position in the league when she was hired by the 49ers in 2017. </li><li>49ers quarterback Jimmy Garoppolo <a href="https://sanfrancisco.cbslocal.com/2020/01/20/49ers-assistant-coach-katie-sowers-is-living-her-dream/">told reporters in a post-game interview</a> that Sowers was "awesome" and a "tremendous" coach.</li><li>The 49ers play the Kansas City Chiefs in the Super Bowl in Miami, Florida, on February 2. </li><li><a href="https://www.businessinsider.com/?hprecirc-bullet">Visit Business Insider's homepage for more stories</a>.</li></ul>San Francisco 49ers offensive assistant coach Katie Sowers will make history next month by becoming the first female and first openly gay coach to take part in a Super Bowl.Sowers, 33, became the second woman to hold a full-time coaching position in the NFL when she was hired by the 49ers in 2017 and is the first LGBTQ coach in the league's history.Sowers, who was a member of the 2013 US Women's National Football Team and <a href="https://www.49ers.com/team/coaches-roster/katie-sowers">played in the Women's Football Alliance (WFA) for eight years</a>, quoted LeBron James in a celebratory Instagram post following the 49ers' NFC Championship win on Sunday night, which sends the team to Miami for the Super Bowl."Takin our talents to south beach," she captioned a video showing confetti falling over the team.Quarterback Jimmy Garoppolo <a href="https://sanfrancisco.cbslocal.com/2020/01/20/49ers-assistant-coach-katie-sowers-is-living-her-dream/">told reporters in a post-game interview</a> that it has been "tremendous" to work with Sowers."Katie was here before I was, but just what she does with the receivers, all the skill positions guys, how she interacts with them. It's special. She's feisty, man. Katie is awesome out there. She'll get after guys … It's fun to be around," Garoppolo said.Sowers <a href="https://people.com/sports/super-bowl-2020-katie-sowers-first-gay-female-coach/">told People in November</a> that she doesn't want her status as the second female NFL coach define her career."When you ask any of the coaches who work with me, often they'll get asked about working with a female," Sowers said. "To them, it's not even something that they think about - and it's not something that I truly think about. They see me for who I am as a coach, and not a female coach."Sowers told People that when she was an undergrad student at the Mennonite Church-affiliated Goshen College in Indiana she was discriminated against because of her sexuality. "I was turned down for a volunteer, unpaid coaching position at my former college because of my lifestyle," she said. "I remember holding back tears and calling my mom right away."Sowers came out as openly lesbian in 2017. "No matter what you do in life, one of the most important things is to be true to who you are," <a href="https://www.outsports.com/2017/8/22/16175286/katie-sowers-san-francisco-49ers-coach-gay-coming-out" target="_blank" rel="noopener">Sowers told Outsports at the time</a>. "There are so many people who identify as LGBT in the NFL, as in any business, that do not feel comfortable being public about their sexual orientation."After graduating from Goshen, Sowers earned a master's degree in kinesiology from the University of Central Missouri in 2012.She went on to be at training camp assistant with the Atlanta Falcons, then was hired as an intern with the 49ers in 2017. She was named an offensive assistant coach in 2018, <a href="https://sanfrancisco.cbslocal.com/2020/01/20/49ers-assistant-coach-katie-sowers-is-living-her-dream/">CBS San Francisco reported</a>.A number of other women have joined NFL staffs in recent years, including Kathryn Smith, who in 2016 became the first woman to hold a full-time coaching assistant position when she was hired as a special teams quality control coach for the Buffalo Bills, <a href="https://www.usatoday.com/story/sports/nfl/49ers/2020/01/21/niners-katie-sowers-first-female-openly-gay-coach-super-bowl/4530266002/">according to USA Today</a>.The 49ers will play the Kansas City Chiefs at Super Bowl LIV in Miami on February 2.<ul class="read-more-links"><li>Read more:</li><li><a href="https://www.businessinsider.com/patrick-mahomes-tom-brady-advice-afc-championship-chiefs-super-bowl-2020-1">Patrick Mahomes explained how a conversation with Tom Brady after last year's AFC Championship loss helped him lead the Chiefs to the Super Bowl</a></li><li><a href="https://www.businessinsider.com/george-kittle-wore-signed-jimmy-garoppolo-shirt-nfc-win-2020-1">George Kittle had Jimmy Garoppolo sign a T-shirt featuring the quarterback shirtless to celebrate the 49ers' NFC Championship win</a></li><li><a href="https://www.businessinsider.com/aaron-rodgers-playoff-loss-49ers-career-end-2020-1">Aaron Rodgers said the latest playoff loss stings more than usual because 'I don't have the same number of years ahead of me as I do behind me'</a></li><li><a href="https://www.businessinsider.com/paul-rudd-celebrates-chiefs-afc-title-look-at-us-2020-1">Paul Rudd was the happiest man in the Chiefs' locker room as the team celebrated their AFC title</a></li></ul> <h3>NOW WATCH: <a href="https://www.businessinsider.com/apple-ces-tech-product-launch-events-trade-show-2018-12">Apple forever changed the biggest tech event of the year by not showing up</a></h3>

49ers' Katie Sowers is making history by becoming the first female and first openly gay coach at a Super Bowl game

<h1>
	<a href="http://www.youtube.com/watch?v=ShizfqNFMqs" target="_blank"></a></h1>
 Mirinda has played the madness card for quite some time now. With brand ambassador, <keyword id="30508" type="PERSON" weightage="60" keywordseo="Asin">Asin</keyword>, playing the cheerful quirky female lead, earlier campaigns have always shown how madness or 'Pagalpanti' attacks those who take a sip of Mirinda. To welcome audiences with direct engagement to this mad-mayhem, BBDO has designed a set of two new campaigns featuring Asin. The TVCs are youth oriented and talk about doing things with a twist.

	While the first TVC opens in a bowling alley, the second takes place at a table tennis stadium. Kids in the bowling alley are seen enjoying themselves - chatting, playing and drinking Mirinda. What sets it apart is that instead of a bowling ball, the teams are using two boys to roll down and knock out the pins, or in this case, Mirinda bottles. The second one shows two youngsters playing TT with a foam hand attached to their heads. Both TVCs promote the madness factor that Mirinda takes pride in.
 Josy Paul, Chairman and <keyword id="99334" type="POSITION" weightage="40" keywordseo="Chief-Creative-Officer">Chief Creative Officer</keyword>, BBDO India, said, "Everybody has a pagalpanti story that they remember, something that gets us all ROFL (rolling on floor laughing). Our campaign triggers these real life LOL (laughing out loud) moments by creating a platform that gets consumers to engage. We are expecting millions of fun stories. Watch out for the next edition of the Mirinda Pagalpanti League!"

	In an interesting twist, the TVCs also invite audience to send in their TVC ideas in the form of text, audio and video. They can send in through SMS or Whatsappp, and the best ideas would be made into ads by the brand.

	Mirinda, which believes in limitless fun that you can have with friends, started this contest from February 28 and will keep it open till April 24. Every two weeks, Mirinda will announce four winners whose ideas will be turned into TVCs. With this campaign they want to prove that Mirinda lets one enjoy the moments of life where you can laugh out loud, let your hair down and be completely mental if you so please.
 <keyword id="927524" type="PERSON" weightage="40" keywordseo="Ruchira-Jaitly">Ruchira Jaitly</keyword>, <keyword id="193829" type="POSITION" weightage="40" keywordseo="senior-director">Senior Director</keyword> - Marketing, Social Beverages, at <keyword id="110163" type="CITY" weightage="40" keywordseo="PepsiCo-India">PepsiCo India</keyword>, said, "Mirinda campaigns are always fun, coupled with a spark of pagalpanti. Taking the legacy forward, we are now inviting the consumers to share their absolute fun moments with the world and cheer for pagalpanti. Each one of us has done some pagalpanti at some point of time and with the latest campaign we are bringing that alive to delight Mirinda lovers. After a successful launch of Mirinda Apple flavour this year, we look forward to a great consumer response to this campaign. We are confident that consumers will enjoy this pagalpanti twist."
 Ashim Ahluwalia of Future East Film who directed the films said, ""When I read the scripts, I knew this was going to be a mad, fun project. Mirinda is a brand associated with pagalpanti, <keyword id="79202" type="ENTERTAINMENT" weightage="40" keywordseo="Good-times">good times</keyword> and humour - all ideas I relate to. And I loved the simplicity of the line 'Pagalpanti bhi zaroori hai.' I wanted to make the films kind of crazy, but also more youthful. All in all, it was a super smooth time working with the client and BBDO because we were all on the same page."

	The TVC:

	 
	 
	 Credits:

	Client: Mirinda

	Agency: BBDO India

	Chief Creative Officer: Josy Paul

	Executive Creative Director: Sandipan Bhattacharyya

	Copywriter: Harsharan Vir Singh

	Art: Bharat Khare, Rajesh Kumar, Malvika Srivastava

	Vice-president: Rajesh Sikroria

	Account management: Gireesh Gupta, Sachin Bhardwaj

	Planning director: Roshni Hegerman
 Production house: <keyword id="2125161" type="UNKNOWN" weightage="40" keywordseo="Future-East-Films">Future East Films</keyword>

	Director: Ashim Ahluwalia
 <keyword id="6356809" type="POSITION" weightage="40" keywordseo="producer">Producer</keyword>: Priyanka Bangia

	DOP: Tapan Basu

	Media Planning: Mindshare 
	 
	Courtesy: <a href="http://www.bestmediainfo.com/">Bestmediainfo</a>

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