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<ul><li>Mi India brightens the season with its unique festive campaign celebrating Diwali and Durga Puja.</li><li>Collaborates with musicians like <keyword id="3345" type="PERSON" weightage="20" keywordseo="Baba-Sehgal">Baba Sehgal</keyword> and Rupam Islam to create music as a part of festivities this year.</li></ul>Manu Kumar Jain is probably the coolest Managing Director we have seen. In Xiaomi’s latest Diwali campaign, the MD danced to the tune of Baba Sehgal. Celebrating the festive season this year, Mi India has announced a series of music videos for ‘Diwali with Mi’ and Durga Puja celebrations. For the festivities, the brand has partnered with leading digital celebrities such as Aparshakti Khurana, <keyword id="2012303" type="PERSON" weightage="20" keywordseo="Kenny-Sebastian">Kenny Sebastian</keyword>, Radhika Madan, Regina Cassandra, Namit Das, Angira Dhar &amp; Anindita Bose for their digital film. The brand has also partnered with musicians such as Baba Sehgal and Rupam Islam to launch new soundtracks imbibing the festive mood. These partnerships aim to bring out the quintessential spirit that brings everyone together despite the social distances this festive season. Commenting on the digital film campaign, Sumit Sonal, Marketing Lead, Mi India, said, “Festivities during this time of the year in India are celebrated with great pride and enthusiasm and we at Mi India are proud to be a part of the same celebration through our digital films and songs. These music videos and films are aligned to our thought of reviving the festive vibe and creating a unique experience for our users.” Speaking on the partnership, Sandeep KS, Associate Director, Marketing Lead Redmi India, said “Baba Sehgal emerged as one of the voices of the lockdown with his catchy &amp; super positive music. We wanted an unique way of product integration not losing out on the entertainment quotient, he collaborated beautifully. The outcome is there for everybody to see, listen &amp; enjoy. This #DiwaliWithMi campaign perfectly fits the festive shopping narrative &amp; is our way of asking our consumers to join in the celebration. Talking on the partnership, Baba Segal, Indian Composer &amp; Rapper added that, “I had an amazing time creating this Diwali track for Mi and am super glad that the song has already gone viral. The song has been shot like a music video and the brand integration has been done beautifully and I have seen people actually grooving to the beat and singing Diwali With Mi.” “Xiaomi leads innovation in the technology space and our campaigns for them have always pushed the boundaries around making technology truly relatable, fun and memorable for the Mi Fans. It's been a pretty straightforward brief for us in that sense, #BreakTheInternet. And we've been able to deliver this through our content for 2 consecutive years now. This could only happen when there's equal passion and excitement to do something different. Our work for #DiwaliWithMi 2020 with Baba Sehgal is a testament to that,” says the brand’s digital film agency, Sushant Vithaldas, Business Head, Schbang Bangalore. Diwali with Mi Ft Baba Sehgal: The music video features popular Indian rapper &amp; composer Baba Sehgal for #DiwaliWithMi campaign, that marks the beginning of the brand's festive season. The entertainment video features all the great offers on Mi and Redmi products that consumers can avail this Diwali. Iconic in his groovy self, Baba Sehgal is seen in his trademark avatar busting rhymes along ‘iss saal ka sabse bada sale and celebrating Diwali with Mi.The music video also hopes to elevate the fun and excitement around this season pushing Mi Fans to embrace their festive spirits. The rap creates a tune that is fun, catchy and also shares details of the various offers available on devices like the Redmi Note 9 Pro, Mi 10, Mi TV, Redmi 9A and Redmi Earbuds 2C. <div type="Youtube" id="kqIY9G036Eo" title="Iss Saal Ka Sabse Bada Sale! #DiwaliWithMi ft. Baba Sehgal" thumbUrl="https://i.ytimg.com/vi/kqIY9G036Eo/mqdefault.jpg"></div> Mi India Brand Video: Mi India also released the Diwali brand video in partnership with dynamic bollywood celebrities host of young, digital-first influencers across the country aiming to reflect diversity of brands' audiences. Capturing the hearts of Mi Fans and consumers, the film depicts the resilient spirit of the celebration. The film ‘Diwali ko Happy banake rahenge’ brings light to the small moments that make Diwali special for everyone and how technology has eased the way to celebrate this festival with our loved ones even in these current times. <div type="Youtube" id="fEoy9YQYXK0" title="Diwali ko Happy banake rahenge | #DiwaliWithMi" thumbUrl="https://i.ytimg.com/vi/fEoy9YQYXK0/mqdefault.jpg"></div> The biggest Rap Battle this year: Manu Jain v/s Baba Sehgal For the third piece of communication the brand organized a fun rap battle song between Manu Kumar Jain, Managing Director, Mi India and Baba Sehgal. The video hosts the entrepreneur legend and the rap legend battle showcasing the young, innovative and fun spirit that makes up Mi India. The duo highlighted Mi India's style of marketing through their rap by leveraging social media to the fullest even if the top boss has to crack a quirky rap number and dance it out. <div type="Youtube" id="h0RHhgAcVXM" title="Double Dhamaka ft. Baba, Manu-J, Lil Pataka &amp; Robomatic" thumbUrl="https://i.ytimg.com/vi/h0RHhgAcVXM/mqdefault.jpg"></div> Durga Pooja with Rupam Islam Building on last year's successful reception, the brand collaborated once again this year with popular singer Rupam Islam in Kolkata to create 2020’s new ‘Amar Pujo’. Reinvigorating the festival spirit, the song celebrates unity and togetherness despite all the limitations &amp; restrictions this year. The launch of its sequel digital music video celebrates the essence of festivity and takes users back to the memory lane when they used to gather and celebrate puja with friends and families. It further gives hope for a new and better day by overcoming the current pandemic and reconnecting freely with their loved ones as they are all with each other in spirit. <div type="Youtube" id="F6agqOJ5gE0" title="Mi Amaar Pujo | Xiaomi West Bengal | Rupam Islam | Durga Pujo 2020" thumbUrl="https://i.ytimg.com/vi/F6agqOJ5gE0/mqdefault.jpg"></div>

When Xiaomi's Managing Director Manu Kumar Jain danced, dabbed and rapped to the tune of Baba Sehgal

Mumbai, May 14 () Rapper Raftaar has set up a livestream as part of his initiative "Chess For Charity" so as to help raise funds for background dancers who are left without work due to the lockdown.The second edition of the initiative, which Raftaar started with in collaboration with comedian Samay Raina, brings together prominent personalities from different fields, including comics Kenny Sebastian, Biswa K Rath and Tanmay Bhat, cricketer Yuzvendra Chahal, dancer Raghav Juyal among others."The COVID 19 outbreak has proved to be a major setback to millions financially, emotionally and mentally. I've been a part of the dance community and very well understand the problems they might be facing due to this lockdown. "I wanted to help in whatever way I could and give back to the community that gave me my identity today," Raftaar said in a statement.The proceeds raised from the event will be donated to Charitable Trusts Parivartan, 4Dog'Sake India and Cine Dancers Association. The 31-year-old rapper said a friend of his from the Cine Dancers Association told him about the concerns and setbacks they were facing. After that, he and Samay planned the initiative."All of us are in this crisis together and it is only humane to lend a helping hand wherever needed. Now is the time to stand together, humans and animals alike," he added.Recently, a group of dancers came together to appeal to the entertainment fraternity for financial assistance as their savings are running out. The video featured a number of backup dancers, narrating how difficult it has become for them to survive amid the nation-wide lockdown since March. JUR RBRB

Raftaar to raise funds for background dancers amid lockdown

<ul><li>Durex has made its entry into the category by launching three <keyword id="8315647" type="UNKNOWN" weightage="20" keywordseo="flavored-condoms">flavored condoms</keyword> - Bubblegum, Wild Berries and Vanilla Popsicle</li><li>The brand got social media influencers talking about a Durex survey that had found out that 74% people want to try something new in bed</li><li>Durex has planned a 360 degree campaign to support its launch</li><li>The brand, which has been seeing a healthy growth, is confident that the launch will help it further increase its reach and appeal to consumers</li></ul> When it comes to coming up with innovative, industry-first products, Durex from <keyword id="73803" type="COMPANY" weightage="20" keywordseo="Reckitt-Benckiser">Reckitt Benckiser</keyword> Group’s stable has been at the forefront. However, it is only now that the brand is entering a segment that most of its competitors are already present in – the flavored condoms segment. In May this year, Durex started a conversation around women’s orgasm and how 70% of women in India don’t orgasm every time during sex. It started a massive conversation on the social media universe with celebrities and influencers joining in. It was a well thought-out campaign that was building up for the launch of its product, Durex Mutual Climax Condoms. For the launch of its three new flavored condoms, Bubblegum, Wild Berries and Vanilla Popsicle, the brand did something similar. It got popular faces like Kenny Sebastian and <keyword id="21659" type="PERSON" weightage="20" keywordseo="anusha-dandekar">Anusha Dandekar</keyword> to talk about the fact that close to 74% people in India want to try out something new in bed. Along with hosting a chat show that was led by Dandekar, the brand has also come up with a digital campaign and will soon launch some video content around the theme. Why venture into flavors? While Durex is one of the most well-known condom brands across the globe, it is surprising that it took so much time to enter the category where most of its competitors are already present. However, for <keyword id="6467266" type="UNKNOWN" weightage="20" keywordseo="Pankaj-Duhan">Pankaj Duhan</keyword>, Chief Marketing Officer, RB Health South Asia, being a late entrant is hardly a concern. “Durex is a very well-known brand, it's a thought leader, it starts conversations and draws a lot of people into the category. In today’s category construct, almost 65% of the category is in flavors and Durex hasn’t played meaningfully in that category segment. So it was logical for us to enter the segment. However, we wanted to launch it in the unique, distinctive way that Durex does without necessarily following the market. So in a category which is full of chocolates and vanillas, we have launched three very different flavors. We have tested it on consumers and the reception has been very positive,” says Duhan. While Durex plays on the premium side of the spectrum, with this launch, the brand is trying to expand its reach. “Our products like Durex Air or Mutual Climax are priced at Rs 200 and Rs 300 respectively for a pack of 10 condoms. However, with this launch, we want to broaden Durex’s appeal, its access and take the brand deeper and make it significantly bigger than what it already is. Therefore, we are pricing these products at Rs 150 for a pack of 10 condoms,” he adds. The anticipated growth Duhan is confident that with its entry into the category, Durex will be able to significantly speed up its growth. Currently, the brand occupies around 12% of the market. “In the past few years, we have succeeded in increasing our market share by 50%. And simply because of the way our past trajectory of success has been, we are actually looking for this new launch to significantly step change versus the past success,” explains Duhan. The brand is looking at going beyond the metros and increasing its presence in smaller cities too.” We are looking at going deeper, both from a conversation and media outreach perspective as well as from a distribution point of view,” he adds. Durex’s marketing strategy He further adds that in terms of marketing, the brand will look at a 360 degree strategy. While he refuses to share the investments that will be made towards pushing the product in the market, he adds that the brand will go all out. “We will go the whole hog on this and money won’t really be a constraining factor,” he shares. He also adds that the campaign will be given a push on digital because that’s the platform where they can have two-way conversations with their consumers. “Our aim is to be able to reach out to our audience and have two-way conversations with them. Therefore the old way of <keyword id="35666" type="COMPANY" weightage="20" keywordseo="advertising">advertising</keyword> only on TV hardly works. The way we have actually gone about some of our recent campaigns have given us substantial business results and is a testament to the fact that when you engage with the consumers, you get them interested and get them to talk to you which is a fantastic way to move forward because there is nothing better than engaging the consumer and having a conversation with them,” he adds. While digital will play a major role in talking about the campaign, the brand will use a 360 degree approach and use TV and OTT channels for its campaign too.

Durex is trying to broaden its appeal and access with its entry into the flavored condoms segment

Most often than not, our day isn’t complete without viewing some videos on <a href="http://www.businessinsider.in/YouTube-to-provide-viewability-of-ads-to-advertisers/articleshow/48854672.cms">Youtube</a>- be it at work, on a day off or during an afternoon hangout with friends. 
 And, <keyword id="3288480" type="UNKNOWN" weightage="100" keywordseo="Satya-Raghavan">Satya Raghavan</keyword>, Entertainment Head at <a href="http://www.businessinsider.in/Know-why-youre-going-to-be-spending-a-lot-more-time-on-Youtube-from-April/articleshow/51441915.cms">Youtube India</a> isn’t averse to that fact either. “India loves <keyword id="10879" type="CITY" weightage="100" keywordseo="YouTube">Youtube</keyword>,” he says on the eve of Youtube’s signature Fan Fest in Mumbai, where over 35 YouTube content creators are participating. 
 
Were we always this obsessed with videos? 
 
Yes and no, according to Raghavan. “We were always consuming videos but today it’s not limited to generic music videos or repeats of our favourite TV shows. Now, the audience is using YouTube for much more than that,” he adds. 
 
According to him, the success of homegrown Youtube creators such as <a href="http://www.businessinsider.in/8-best-Indian-web-only-series-of-2015/articleshow/50268799.cms">All India Bakchod</a>, Kanan Gill, Biswa Kalyan Rath as well as the massive following of Indo-Canadian comedian Lilly Singh aka IISuperwomanII has inspired thousands of Indian creators to launch their own channels on Youtube. 
 
Youtube’s growth in India has been meteoric- with overall watchtime in India growing by 80% YoY and mobile watchtime increasing at a staggering 100%. 
 
Moreover, what Indians are watching on Youtube has changed too. 
 
At the moment, videos by the Youtube creators are the favour of the season, with Indian content creators giving a stiff competition to their western counterparts. 
 
For instance, watchtime of independent musicians on YouTube grew over 92% while comedy and entertainment took the cake with 100% growth. Beauty and fashion videos is another category that has garnered an impressive following- growing over 138%. 
 
Another surprising fact is a 75% spike in watchtime growth of Tamil and Telugu content. Remember this viral video? 
 
 
 
 
 
Based on their YouTube channel subscribers, these are the fastest growing and most popular Youtube channel subscribers: 
 
<table border="1" cellpadding="0" cellspacing="0">
	<tbody>
		<tr>
			<td>
				Most Popular in India</td>
			<td>
				Fastest growing new creators</td>
		</tr>
		<tr>
			<td>
				 </td>
			<td>
				 </td>
		</tr>
		<tr>
			<td>
				All India Bakchod</td>
			<td>
				SANAM</td>
		</tr>
		<tr>
			<td>
				The Viral Fever Videos</td>
			<td>
				BB Ki Vines</td>
		</tr>
		<tr>
			<td>
				SanjeevKapoorKhazana</td>
			<td>
				Funk You</td>
		</tr>
		<tr>
			<td>
				BeingIndianChannel</td>
			<td>
				Kenny Sebastian</td>
		</tr>
	</tbody>
</table>
 
(Image credits: indiatimes)

Satya Raghavan, Entertainment Head, Youtube India spills the beans on what videos the country likes to watch

The task at hand was nearly impossible. Our target, <keyword id="1356429" type="UNKNOWN" weightage="100" keywordseo="Kanan-Gill">Kanan Gill</keyword>, one half of the duo behind Pretentious Movie Reviews stood enveloped amidst a herd of his loyal fans who descended almost instantly to take tokens of remembrance in the forms of selfies, autographs and advice from the guy who made them see movies in a completely different way. 
 
Fortunately for us, we somehow managed to break into the fortress and find our way in- close enough to have a chat with the 27-year-old comedian who has revolutionised the <a href="http://www.businessinsider.in/searchresult.cms?query=youtube">Youtube</a> <a href="http://www.businessinsider.in/searchresult.cms?query=comedy">comedy </a>space along with his partner in crime <keyword id="2024207" type="UNKNOWN" weightage="100" keywordseo="Biswa-Kalyan-Rath">Biswa Kalyan Rath</keyword> and has moved on to improve <keyword id="6359193" type="ORGANIZATION" weightage="100" keywordseo="Comedy">comedy</keyword> with the Improvisers ( a comedy collective comprising <keyword id="2482927" type="UNKNOWN" weightage="100" keywordseo="Kaneez-Surka">Kaneez Surka</keyword>, Kenny Sebastian, <a href="http://www.businessinsider.in/searchresult.cms?query=abish+mathew">Abish Mathew</a> and him) 
 
Naturally, the first question we pose in front of Gill is the most clichéd one. “Can we expect more of the Pretentious Movie Reviews anytime soon?,” we ask, our faces making no effort to hide the excitement. 
 
“Maybe. Life is long,” he quips. 
 
“Maybe?” we ask almost disappointed. 
 
“Yes, maybe. Maybe we’ll die before that or maybe a meteor will hit us tomorrow.” 
 
When we ask him whether he has been rehearsing his answers, he answers in the negative. “No, no. I’m just very zen in life. What’s the point of hurrying with everything?” 
 
That’s Kanan Gill in a nutshell. He doesn’t worry himself to death and yet he does. He doesn’t mince his words and can be found at his candid best whether on stage or off it and the best part? He never really stops trying to make you laugh. 
 
He had our curiosity. But, after the next answer, he got our attention. 
 
 
 
“When you shoot a video, there are no people, so you basically got to perform to the camera. It’s a very difficult thing to do. And, that’s where most people who start with videos go wrong- like they look very bored and have low energy because there is no else in the room, right? So that’s what both Biswa and I learnt while making our videos- that we have to pretend that the audience is your camera,” he explains, when we ask him what is more difficult- performing live or shooting videos. 
 
“Performing live is much easier- mainly because your audience is right there. There’s no pressure to pretend. Your energy, expressions and mannerisms come almost naturally,” he says. 
 
As an afterthought, he adds that when it comes to dealing with hate, online is a much trickier platform. 
 
“I usually ignore it. For one video, I just turned off the comments because they were like really bad. There are times it really gets to you, so I think it’s best to just avoid them,” advises Kanan. 
 
We try getting the conversation back to how he shot to fame- Pretentious Movie Reviews and ask him which movie has been his favourite to review? 
 
 
 
 
“Gunda was fun if you keep in mind the whole process of actually reviewing it. But, I was the most happy when we reviewed <a href="http://www.businessinsider.in/searchresult.cms?query=ddlj">Dilwale Dulhaniya Le Jayenge</a>.” 
 
And, is there movie he is looking forward to reviewing? 
 “My parents live in Singapore and my sister lives in London, and this December all of them came down to Bangalore and we met. Naturally, I was like ‘Guys let’s watch a movie as a family’ and I took them to watch <keyword id="1665132" type="UNKNOWN" weightage="100" keywordseo="Dilwale">Dilwale</keyword> and you can imagine- it ruined our entire vacation. So, I guess I’d start with <a href="http://www.businessinsider.in/searchresult.cms?query=dilwale">Dilwale</a>,” he tells us while laughing. 
 
Explaining why they suddenly stopped reviewing movies, Kanan says, “We shot a couple of reviews but didn’t end up releasing them because we thought they weren’t that funny. Which is why, we took a hiatus because we thought that we had exhausted all our angles.” 
 
Considering he has recently started doing improve comedy, we wonder if there are some parameters he follows to ensure his jokes don’t cross the line of being offensive and quick comes his reply, “This is a thing I’ve worried about more and more over time. When I was just starting out, I used to just go and say anything like horrible, deliberately offensive things just to shock the audience and get a response out of them. But now, when you realise more people are coming to see you, you have to worry about every word you’re about to say.” 
 
 
 
He further adds that he still slips up sometimes and says one or two things he shouldn’t and then instantly regrets them and wonders whether he is going to get into trouble for that. “You never know especially with people filming everything all the time and getting offended at the drop of a hat,” he says. 
 
So, censorship does affect his content then? “Very much” he answers. “I have a video that I shot in January and I absolutely love it. I’ve shown to it all the other comedians and they’ve told me that it’s the funniest shit ever but you know what? I can never put it out because if I did, I’d be butchered. I’m upset about that video every day,” Kanan tells us. 
 
To put things in perspective, he talks of his favourite show South Park. 
 
“The creators of South Park talked about political correctness as a wave. They said that it was big in the 90s and then it went away. But, when they did the latest season, they also talked about how political correctness is becoming a big thing again. So I’m hoping censorship is one of those things that just goes away with time or at least reaches a breaking point.” 
 
Realising our time is almost up, we ask him one last question- Any tips for people who’re just starting out? 
 
He replies matter-of-factly, “You know when you’re sitting around with your friends and trying to make them laugh? Take that experience of being the funny guy in your group on to a much bigger platform- the stage,” he signs off. 
 
Image credit: Indiatimes

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When Xiaomi's Managing Director Manu Kumar Jain danced, dabbed and rapped to the tune of Baba Sehgal

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