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<ul><li><keyword id="26022" type="ENTERTAINMENT" weightage="20" keywordseo="bigg-boss">Bigg Boss</keyword> on <keyword id="3113913" type="PERSON" weightage="20" keywordseo="VOOT">Voot</keyword> has garnered 1.5 billion minutes of watch time in its opening week.</li><li>This season, the show has 11 digital sponsors and brand partners. </li><li>The show on Voot has witnessed over 40% growth in watch-time and an increased contribution of 35% in viewership from Tier 2 towns as compared to the past 3 seasons</li></ul>Bigg Boss has garnered 1.5 billion minutes of watch time in its opening week. This season, the show has 11 digital sponsors and brand partners and an immersive, digital-only, exclusive content slate on Voot. Speaking about the show’s eminence on digital, <keyword id="260775" type="LOCATION" weightage="20" keywordseo="Gourav-Rakshit">Gourav Rakshit</keyword>, COO, <keyword id="2947361" type="COMPANY" weightage="20" keywordseo="Viacom18-Digital-Ventures">Viacom18 Digital Ventures</keyword> said, “Our objective on Voot has always been to provide content experiences to our viewers that is immersive and engaging. Bigg Boss is a show with a massive and loyal fan base and the show on Voot this year has once again created many milestones like a 40%+ growth in watch-time and an increased contribution of 35% in viewership from Tier 2 towns as compared to the past 3 seasons. We are sure that the specially curated immersive experiences surrounding content on digital have added significant value to our users as well as partner experiences.” The show has also garnered support from leading brands who have come on board the digital bandwagon and partnered with Voot to bring to life engaging interactivities for the #Aslifans. While MPL and Samsung have partnered with the show as digital sponsors and have also sponsored properties like Fantasy League, Voting and Bigg Buzz, Flipkart Video has partnered with the platform for a special interactive segment titled the Bigg Buzz Challenge, crafted around the iconic show. Apart from this, brands like PhonePe, Mama Earth, Magic Moments Music Studio, Swiggy, Durex, Lotus Herbals (Beauty), JBL, Philips have also come on board for the Bigg Boss experience on Voot, through fun curated segments. Some of the marquee digital properties built exclusively by Voot for the #AsliFans of Bigg Boss include - Fantasy League presented by MPL (Mobile Premier League): Fantasy League is an interactive offering from Voot for the #AsliFans of Bigg Boss. Bigg Boss viewers are close observers and build strong fan camps to root for their favorite contestants. Fantasy League is fans’ one-stop destination to choose their teams and win prizes throughout the season. The league will see #AsliFans join by selecting contestants with a pre-assigned credit score. Points are scored basis the contestant’s performance in the show with longer the selected contestant stays in the game, the more points will be scored by the participant. There will be daily multipliers if the selected contestant stays longer in the game. A leaderboard will track the top scorers regularly and the top users will be gratified. Every day 10 winners will be gratified by MPL. Official Voting Partner Samsung: - In addition to being the official voting partner on VOOT, Samsung is integrated on Bigg Buzz via a series of fun and customized integrations which highlight the Samsung Galaxy A71/A51 series. Bigg Buzz Season 4 presented by Flipkart Video: This season, Voot’s popular magazine show is presented by Flipkart Video. Hosted by popular actor <keyword id="167555" type="PERSON" weightage="20" keywordseo="Karan-Wahi">Karan Wahi</keyword>, the show will have weekly episodes every Monday. As part of this association we have created a special interactive segment titled The Bigg Buzz Challenge which is co-hosted on Flipkart Video that provides viewers an opportunity to answer intriguing questions based on the current and past seasons of Bigg Boss. BB Extra Masala- The unseen drama, unedited fights, and unabridged content from the house will be available to the viewers. BB Catch up - A weekly round-up of the drama and action from the house for the viewers to catch-up everything they might have missed during the week.

Bigg Boss 14 on Voot witnesses a 40% increase in viewership over last year, garners 1.5 billion minutes of watch time in the launch week

<ul><li>Seagram’s Imperial Blue has launched the latest edition of its widely popular ‘<keyword id="618791" type="ENTERTAINMENT" weightage="20" keywordseo="Men-Will-Be-Men">Men Will Be Men</keyword>’ campaign featuring Karan Wahi. </li><li>Over the years, this series of ads has told stories from a male gaze, and has normalised often sexiest behaviour that in real-life situations might have been frowned upon. </li><li>Women from the advertising and marketing world tell us their thoughts. </li></ul>Imperial Blue has come out with another ad where it says ‘Men Will Be Men’. But here's a thought we women often have, do the men really agree? Seagram’s Imperial Blue, a brand that is known for its 2-liner ghazal and tagline ‘Men Will Be Men,’ has been loved over the years by both men and women. However, a closer look at the ads, and the message it is trying to convey, comes across as problematic at various levels. The ads stereotype men, portraying them as people who don't bat an eyelid while objectifying women. Over the years, this series has portrayed women as objects of desire and dehumanized men to an extent that they think it is okay for men to be greedy, possessive, full of lust and materialistic. Never have we seen a real human emotion in their protagonists. They never seem to care about others in these ads or even for their own family at times. Today, when there is a worldwide conversation on how men should be held accountable for exactly this kind of problematic behaviour, Imperial Blue continues to normalise it and be the face of it. Taking its legacy forward, Imperial Blue has launched an advertisement titled ‘Crossing’ featuring Karan Wahi. He spots a conventionally pretty woman walking towards him and helps an old lady cross the street so that he can evoke some empathy and catch the woman’s attention. He then sees another woman behind him and takes the old lady in the opposite direction with him, which implies that men will do anything to grab women's attention -- even make an old woman walk twice and toil for him. The film has been directed by Abhinav Pratiman and creatively helmed by Ogilvy. <div type="Youtube" id="e-2R4_LmO8Y" title="Men Will Be Men - Imperial Blue - The Crossing" thumbUrl="https://i.ytimg.com/vi/e-2R4_LmO8Y/mqdefault.jpg"></div> The ad series excuses problematic behaviour with one explanation, ‘Men Will Be Men.’ The phrase is a justification, for bad, at times overtly sexist behaviour. As if just because men are the way they are, women should accept it, and look the other way. They don’t say it to celebrate their victories and correct behaviour, they use it to excuse the failings of men, which reminds the audience that men are destined to do these things, just by the virtue of being men. In a patriarchal world, these ads just serve as a reminder that male privilege is real. The ad series has also featured women of one kind, with one body type, shape and age, who are otherwise seen as ‘ideal’ bodies of ‘desirable’ age. Imperial Blue, however, has found a huge following solely based on these ads. The campaign is told from the male gaze, have objectified women, shown them compete each other to get a woman's attention and even portrayed women as materialistic beings who get impressed every time they see a man with a swanky car (because women can't buy those swanky cars themselves? Really now!) Now are there men who are as mean and rude as these ads portray? Yes. But why would they choose to advocate problematic behaviour when they can act as an agent of change and help bring equality in the world? Men in these ads modify their behaviour just to impress women. They modify their behaviour, fake emotions of love and care, just so they can grab a woman’s attention. The narrative idolises men who ogle, engage in infidelity, prioritise their need over anyone else’s and only think about materialistic possessions. Here are a few examples: Enjoying music over women’s safety: <div type="Youtube" id="McB9dUqr1Uw" title="Men will Be Men - Imperial Blue - Home Drop" thumbUrl="https://i.ytimg.com/vi/McB9dUqr1Uw/mqdefault.jpg"></div> Other women over the woman you love: <div type="Youtube" id="PBz7uMfoyfQ" title="Men Will Be Men - Imperial Blue - Heartbeat" thumbUrl="https://i.ytimg.com/vi/PBz7uMfoyfQ/mqdefault.jpg"></div> Women are gold-diggers and you can get their attention with a car: <div type="Youtube" id="0NxDI5CGp-M" title="Men Will Be Men Imperial Blue Car Kartik Tiwari TVC 2014" thumbUrl="https://i.ytimg.com/vi/0NxDI5CGp-M/mqdefault.jpg"></div> Man who forgets his wife’s name: <div type="Youtube" id="MPgKNG-zAUU" title="Men Will Be Men - Imperial Blue - Rose" thumbUrl="https://i.ytimg.com/vi/MPgKNG-zAUU/mqdefault.jpg"></div> So, is it about time we put Imperial Blue’s 'Men Will Be Men' narrative to rest? We reached out to women from the advertising and marketing world to find out what they think about this ad series made from pure male-gaze. Here is what they said: Akshara Vasavda, Creative Lead, Schbang: "Imperial Blue as a brand has been insisting for years that men are thoughtless, driven by lust, and desperate for women's attention. They have certainly created a mark in the ad industry with their mediocre attempt at humour and wit. Now their portrayal of men might not be completely wrong. If that is how men choose to see themselves, that's on them. But what is not okay, is their tagline - men will be men. We are tired, so tired of being told that men are incapable of change and growth. At this point, I pity men who are told that they are lustful, materialistic, greedy beings, and that they will remain that way. I'd like to believe they can be better. We're all begging for them to be better. The woman who gets ogled at in public spaces by the very type of men Imperial Blue shows in their ads - she's tired. The woman who has to deal with weak and desperate flirtatious comments by men while she's working - as a doctor, as a nurse, as a flight attendant, as a CEO, as a colleague - she's tired. The men who believe in better men, they are tired. We're all tired of Imperial Blue telling us that men will be men. It's 2020. If men will be men, they can be so in isolated rooms away from the rest of the society, because we're tired of such men. And we're tired of an alcohol brand telling men to continue being that way, when so many of these men probably hold that half empty whiskey bottle up at the end of the night in their drunk stupor, and damage other people's lives." Vani Gupta Dandia, Founder, CherryPeachPlum Growth Partners- a marketing led business consultancy: I love this series of ads. This particular one is not the best they've done... But it's in the same vein. Same idea, consistently taken forward. Let me talk about three aspects: The insight: Is spot on. Of course men do silly things to impress the opposite sex. Of course men have plenty sex on their minds - and it's proven that men spend ample time ogling at women. Alcohol gives further wings to such fantasies so the insight is very real and very relevant to the category. The execution: They have stayed true to the brand idea for years. It's the best form of branding. You can't miss this series as any other than men will be men by Imperial Blue. The humour is understated and subtle. Thoroughly enjoyable. Done in a tongue in cheek fashion without being offensive. I look out for the next and the next - and thanks to this campaign I know there is an alcohol brand by this name. The controversy: I can't understand why this should offend anyone. The ads don't portray women badly. They simply magnify how men behave around women. It's biological that men are attracted to women and women to men. Women too want to ogle at good looking men. And sadly our social conditioning doesn't allow most of us to admit it. A while ago, there was a lot of outrage against the international KFC ad where young boys were staring at a woman's exposed breasts - that I understand. That ad one could argue, perpetuated the stereotype that women are no more than big boobs. But the men will be men series doesn't show women in poor light. The women are dignified everyday women. The men are everyday men - many times slobbish and piggish and foolish - if anything I'd say the controversy should be around creating negative men stereotypes. But then we'll lose the ability to laugh at ourselves. Let's just chill and enjoy the mating game... well done, Imperial Blue! Keep going! Srishty Chawla, Founding Partner, One Source: "Men will be men is such an old and overused trope, and it is not okay - it never was. In a day and age when the struggle for gender equality is a very real issue, this kind of advertisement completely dismisses the fight for equality. Today when we need to stop objectifying women and teach one gender to respect the other, the thought process that Imperial Blue is trying to perpetuate - it doesn't matter what men do, it is excusable because men will be men - is harmful not for women, but equally unfair towards men. Portraying women solely as objects of desire, and portraying men as people who will do a good deed only to impress or 'get' a woman and are otherwise selfish and don't care about things that matter, is in poor taste towards both genders. Today, brands are working towards communication that empowers. In such a scenario, Imperial Blue as a brand has a huge opportunity to explore and play with their positioning. It is time to let old habits and adverts die, and create new stories - positive ones! Funny doesn't need to be offensive or demeaning. I only hope that the adfolk at the brand and their consultancy realise this sooner rather than later!" Alpa Dedhia- Business Director, VMLY&amp;R India: “The definition of machismo has changed in this day and age. Here a man is desperately trying to impress a woman (and failing miserably at that!) and expressing how cool he is, is something that needs to be decried. It is degrading and disrespectful not only to the woman but also to the man. He is reduced to a lust machine, where he does not think twice even going to the extent of harassing the old woman!” Upasana Naithani- Business Head, Digital, Infectious Advertising: I think we have let a lot get away under the garb of “men will be men” including the ad series. we should stop and we should hold accountable the people who have it in their hands, the power to change the narrative.' I have three problems with this ad series irrespective of how funny it may be: <ol><li>How come everything under “men will be men” comes down to the man lusting after a woman in the ad and trying to impress her? Is there really no other narrative to this insight? Or are we not willing to look for it since it’s easier to sell this? While at one side, we fight for a #MeToo, we allow ourselves to applaud this ad without seeing the bigger problem that they flaunt. The ads have shown men as creatures who only think from their genital area. And let’s be clear, they are not. Men are smart, intelligent, compassionate human beings and deserve a better portrayal.</li><li>In this particular ad, the man is almost using the old woman as bait. That’s downright inhuman and how are we ok to see a guy doing this and laugh at it. I understand creative liberty but this honestly should get the men raging. All the men fighting to disassociate themselves with “Not All Men” need to have a look here.</li><li>Can we stop with showcasing women as objects of desire? And only that? It’s downright unintelligent now.</li></ol>With changing time, will Imperial Blue also change its narrative to portray men who are actually conscious about the environment and treat women as their equals? Will we ever see 'non-conventional-looking' women in this ad series and not just models or will they diversify their representation by including different kinds of men and women? We are really hoping for that but what really happens, only time will tell.

Have women had enough of Imperial Blue’s 'Men Will Be Men' ads? Women from the ad and marketing world tell us their thoughts

<ul><li>Pee Safe’s sister brand Raho Safe, a feminine-hygiene company started by a man, is trying to include men in the conversation around menstruation through its latest campaign. </li><li>The campaign aims to normalise men buying pads just like other things for their women counterparts and breaking the stigma around menstruation.</li></ul>Have you also wondered why pharmacists or shopkeepers awkwardly and hurriedly respond when you ask for a sanitary napkin? They rush to find a black bag or a paper bag to wrap it in -- as if we have asked for something illegal. It is mostly hidden inside the shop -- rarely can you spot them on the counter -- unlike condoms. A lot of women whisper when they buy a pad and we continue talking about menstruation and buying pads in whispers, as if we are ashamed of it. To address this taboo, we all need to come forward and start talking about it. Pee Safe’s Raho Safe is the first brand in India to include men in conversation about menstruation. It aims to encourage men to buy pads for women in their lives and remind them that menstruation is a natural process through its campaign #menbuypads. It tells them that a true gentleman is the one who buys pads. The brand has also on-boarded well-known influencers such as Rannvijay Singha (3.6 M Followers), Angad Bedi (490K Followers), Karan Wahi (2.7 M Followers) and Mohit Malhotra (200 K Followers) to address the taboo. <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> It is also using humour and memes to talk about an ‘uncomfortable’ topic and target GenZ through its social media. <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> The idea behind the campaign is to take forward the brand’s motto of removing the mental block around hiding sanitary pads inside a newspaper or black bag, especially when men buy them and enable the transition from ‘Men Can Buy Pads’ to #menbuypads. On Daughter’s Day, which is celebrated on September 27, Raho Safe launched a revolutionary digital advertisement that shows a man partaking in a conversation about menstruation. The video has already garnered 500k views. <div type="Youtube" id="x7LSJcx6zyA" title="When They Grow up too fast" thumbUrl="https://i.ytimg.com/vi/x7LSJcx6zyA/mqdefault.jpg"></div> The father decides to take his daughter to a mart to buy her a birthday present. He suggests a doll and a synthesizer. The daughter responds with a very innocent smile and reminds her father that she is 13 now and doesn't play with dolls anymore. He picks up a teddy bear because who doesn’t love a soft toy and finds his daughter in the hygiene section. She picks up Raho Safe’s Sanitary pad and her father looks at her proudly and nods. The voice over goes, “You don’t realise when the kids grow up. You should also act like an adult and embrace them. Help them maintain safe hygiene and stay healthy with Raho Safe.” (translated from Hindi) The song in the background balances the mood quite well and acts like a cherry on the top. It asks, “Why doesn’t the world understand that my world has changed now? Your daughter who used to play with dolls has now grown up.” Explaining the overall idea behind including men in the conversation, <keyword id="4970814" type="PERSON" weightage="20" keywordseo="Vikas-Bagaria">Vikas Bagaria</keyword>, Founder, Raho Safe said, “It is a normal practice for me to buy sanitary pads for my wife. Neither am I ashamed to procure them nor do I hesitate to ask for them in a store. Young girls and women are the future and it is as much the responsibility of fathers as it is of mothers to ensure they have a hygienic and safe environment to realize their goals. Raho Safe sanitary pads are not only high quality but also affordable. I care about the women around me and it is time that other men do too in more ways than one.” Elaborating on the brand’s motto behind the campaign, Bagaria added, “Today, menstrual hygiene is no longer a women’s issue alone and has a major impact on various other factors related to the overall household. Hence, it has to be considered as an important area which gets attention from all. We have created the campaign in a quirky manner to connect with the Gen Z. Our aim is to eliminate all taboos, misinformation and hesitations related to menstrual hygiene. The idea is to convey the message that there is no taboo or shame in being a man and buying sanitary pads,” According to the reports by the National Family Health Survey, nearly 336 million women are menstruating in India and only about 121 million (roughly 42%) are using sanitary napkins, locally or commercially produced. Even though India has made great strides in addressing the taboo around menstruation and ensuring access to sanitary pads to those who cannot afford them; a lot still needs to be done. Pharmacists can play a key role in normalising buying sanitary pads. They also feel uncomfortable when a woman goes to buy a sanitary pad. <keyword id="4640229" type="PERSON" weightage="20" keywordseo="PeeSafe">PeeSafe</keyword> and RahoSafe have made conscious efforts to sensitise them as well. “Pharmacists are key stakeholders in the whole process of ensuring optimal menstrual hygiene for women. They are responsible for making sanitary pads and all other menstrual hygiene products available to women all over India. Hence, they need to not only understand the importance of <keyword id="2067117" type="PERSON" weightage="20" keywordseo="feminine-hygiene">feminine hygiene</keyword>, but also play a part in spreading awareness about the subject. We have consistently run campaigns that integrate various stakeholders into the process, and will do more in the future bringing in pharmacists as well,” shared Bagaria.

Story behind India’s first advertisement that features a man participating in a conversation around menstruation

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Bigg Boss 14 on Voot witnesses a 40% increase in viewership over last year, garners 1.5 billion minutes of watch time in the launch week

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Have women had enough of Imperial Blue’s 'Men Will Be Men' ads? Women from the ad and marketing world tell us their thoughts

Karuna Sharma

Story behind India’s first advertisement that features a man participating in a conversation around menstruation

Karuna Sharma

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