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<ul><li>In the Netflix show, ‘What the love’ he turned cupid for a reality show that promises to ‘help’ people find love. </li><li>The most progressive part of the show was its diversity with gay and straight contestants. </li><li>Karan chose an eclectic mix of contestants that included people who are insecure, queer, workaholics, low-self esteem and much more. </li></ul>Bollywood producer <keyword id="3778" type="PERSON" weightage="20" keywordseo="Karan-Johar">Karan Johar</keyword> is best known for his show ‘Koffee with Karan’ where he is known to set-up all available singles. Last season, he brought Karthik Aaryan and <keyword id="823990" type="PERSON" weightage="20" keywordseo="Sara-Ali-Khan">Sara Ali Khan</keyword> together. Now, he is taking his matchmaking skills to the general public. In the Netflix show, ‘What the love’ he turned cupid for a reality show that promises to ‘help’ people find love. But what it actually does is gloss over the many problems they have in 30 minute episodes. While the show is entertaining, it is not fulfilling. “I am a nosy aunty,” he claimed a bunch of singles as the show kickstarts to a party. Flanked by a stylist and fashion designer, Johar critiques them for their dressing sense - even as he himself wore floral and velvet jackets. Girls remain in the closet - but gay sons are accepted What he did achieve was to catch the underlying problem behind the single status of many people. The most progressive part of the show was its diversity with gay and straight contestants. “Some of my girlfriends refuse to come out of the closet,” complained a girl who works in the aviation sector. “That’s because gay men are an accepted part of the social fabric,” Johar declared. Karan chose an eclectic mix of contestants that included people who are insecure, queer, workaholics, low-self esteem and much more. And he brought in celebrities like Arjun Kapoor, <keyword id="836886" type="PERSON" weightage="20" keywordseo="Sunny-Leone">Sunny Leone</keyword>, <keyword id="3553193" type="PERSON" weightage="20" keywordseo="Mallika-Dua">Mallika Dua</keyword> for therapy sessions with the contestants. However, some of the messages were preached and not practiced. For one, the stylist tried to turn the face of a girl insecure about her weight - ‘oval’ with make-up. She also got a makeover to make her feel ‘confident’. Staged and scripted This is Johar’s third tryst with a web series. While his lust story as a part of Big Four directors on Netflix took off to a good start, his ghost story was thrashed by the social media. And, this time too, few people seem to have liked the show - though it makes for a nice watch on a lonely Valentine’s day. 
	<div type="twitter" handle="itsriddhima" handlename="Riddhima" image="http://pbs.twimg.com/profile_images/1225053184088924160/G8Bw6I8u_normal.jpg" favoritecount="9" retweetcount="0" status="Watched a part of Karan Johar’s What the Love! last night. They’ve tried too hard to show a progressive culture but… https://t.co/D2hl9rd0sf" createdat="1580484625000" id="1223267295738249218"></div>



 
	<div type="twitter" handle="lakshmir05" handlename="Lakshmi Ramarajan" image="http://pbs.twimg.com/profile_images/1080053437541212160/6TLi8WZL_normal.jpg" favoritecount="6" retweetcount="0" status="Couldn’t watch more than 10 minutes of Karan Johar’s What the Love. It is sooo bad. C’mon Netflix, this is just terrible." createdat="1580749489000" id="1224378215856267265"></div>



 
	<div type="twitter" handle="BucketheadCase" handlename="don't keep QAM" image="http://pbs.twimg.com/profile_images/1224250159036420096/QrdriAbv_normal.jpg" favoritecount="248" retweetcount="17" status="This is a PSA As is fairly evident, I consume a lot of trash tv. But Karan Johar's What The Love broke me. It is o… https://t.co/tiaS8lCZaA" createdat="1580705102000" id="1224192044790206464"></div>



 
	<div type="twitter" handle="simchimani" handlename="hotel dissent" image="http://pbs.twimg.com/profile_images/1210878841914216449/UopQRAIf_normal.jpg" favoritecount="12" retweetcount="1" status="what the actual fuck is this netflix karan johar show??? what the fuck is it with the shallowness &amp; judgyness &amp; con… https://t.co/xiSK0EBx1I" createdat="1580621447000" id="1223841171127992326"></div>



 However, the frequent celebrity walk-ins, the mock horror face that Johar makes during conversations does not go down well. The show looks staged, scripted and sculpted for happy endings - just like in his movies. See also: <a href="https://www.businessinsider.in/entertainment/news/netflixs-latest-india-original-with-ace-director-anurag-kashyap-is-getting-trolled/articleshow/73086221.cms">Netflix's latest India original with ace director Anurag Kashyap is getting trolled</a>

Karan Johar glosses over love and its hard truths - in the Netflix show ‘What the Love’

<ul><li>2019 was a good year for advertising in the mobile space. </li><li>From Idea collaborating with Mallika Dua and creating an AR based campaign, to Flipkart using VR to leverage Amitabh Bachchan's brand presence, the year saw brands investing heavily on the mobile and interactive ads.</li><li>As it expands further this year, <keyword id="4747401" type="PERSON" weightage="20" keywordseo="mCanvas">mCanvas</keyword> Ads compiled a list of the top 10 interactive ads from 2019 that have set precedent for the industry. </li></ul>2019 – the year when brands stopped at nothing to engage users through creative storytelling. From prompting them to jump, blink, tilt and experience the ad in augmented and virtual reality, we’ve seen it all. Of the hundreds of campaigns we executed this year, here are the top 10 interactive mobile ads of 2019, as compiled by mCanvas: 1. Idea 4G - #IndiaKaLiveNetwork | Video Chat Bot One of the biggest milestones in 2019 was the creation of a campaign that featured a first-of-its-kind Artificial Intelligence (AI) – led, interactive video chat bot for Idea 4G. Using AI and Machine Learning, the ad campaign enabled users to speak to Idea’s brand ambassador and comedian, Mallika Dua, who advised them against wrongful behaviour. 2. Mercedes–Benz GLC | Voice Recognition Technolog Premium car manufacturer, Mercedes–Benz, wanted to promote its most novel feature of the car – the Mercedes-Benz User Experience or MBUX, a smart multimedia system and in-car voice activated assistant. Using speech recognition technology, the rich-media ad encouraged users to actively participate by asking the creative questions, that could also be asked to the MBUX in the car. 3. Flipkart – The Big Billion Days Sale | Virtual Reality In keeping with the cultural traditions strongly upheld in India, Flipkart, the Indian e-commerce giant, promoted its yearly sale – The Big Billion Days Sale through an interactive ad that tied in the auspiciousness of the moon, with the theme ‘Deals Ka Chand’. Utilising virtual reality (VR) and sound recognition technology, the creative prompted users to find the moon to reveal exciting offers from the sale. Further, the ad experience was extended to a microsite, which could also be shared on social platforms, and was directly promoted by Flipkart. 4. ASUS Zenbook Pro Duo | Real-Time Eye-Blink Detection ASUS aimed to promote India’s first dual-screen laptop – the ASUS Zenbook Pro Duo, in a manner that would resonate well with users. In line with the brand’s objective, the innovative mobile campaign used technology of tomorrow, to promote a product of tomorrow – the ASUS Zenbook Pro Duo. Using eye-blink detection technology, the ad prompted users to blink to reveal the product. This experience was a first-of-its-kind in the rich-media industry, creating a user experience like no other. 5. Figaro – Women’s Day | Branded Sharable Selfie Figaro’s campaign to celebrate women’s day was an absolute hit among the audience. The ad encouraged users to take a selfie, enabling them to be the face of the brand. Thereafter, the brand gathered some of these selfies and shared a collage on their social media handles, wishing women a ‘Happy Women’s Day’. The experience was sharable, wherein women could also invite their friends to experience the creative. 6. Godrej Appliances – Go Green | Colour Recognition Technology For World Environment Day, Godrej Appliances launched their ‘Go Green’ initiative with a mobile-led ad to promote their range of eco-friendly air conditioners (ACs). The ad prompted users to scan and select green objects in an augmented reality (AR). Using colour recognition technology, the ad detected these objects and revealed the ACs that not only cool the users, but also efficaciously cools the planet. 7. L'Oréal Professionnel – Parisian Cool | Offline-to-Online Experience L'Oréal’s offline-to-online marketing strategy set it apart from other mobile-based ads we’ve seen this year. To create buzz around its new hair colour trend Parisian Cool, L'Oréal unveiled a campaign that first cued users to scan a unique QR code placed across 3,000 L’Oréal Professionnel salons in the country. Using their mobile phones, users could scan the code, which would direct them to the digital experience. Users were prompted to take a personality quiz on their mobile, based on which a hair colour was suggested. 8. Bajaj Allianz General Insurance | Real-time Weather API &amp; Augmented Reality Bajaj Allianz General Insurance unveiled a highly interactive mobile-led campaign to promote its insurance policies in light of the smog crisis that plagued northern India in late 2019. Using real-time weather API and AR, the ad dynamically showcased the respective city’s name and Air Quality Index, before revealing the insurance cover. This experience in its entirety, elevated the user’s interaction with the ad, providing the brand’s insurance cover as a solution. 9. Cadbury Dairy Milk Silk Hazelnuts | Smarticle Setting interactive ads aside, another aspect of building a strong brand reputation, is through storytelling. With the desire to create awareness about its newest addition to the Silk range – Turkish Hazelnuts, Cadbury, unveiled a storytelling – styled campaign on mobile. Using mCanvas’ proprietary content solution – Smarticle, the campaign encouraged users to scroll down and press and hold on the article to highlight the history of the chocolate as an interactive story. 10. Bira 91 – ICC World Cup | Real-time API Bira 91, one of the most popular beer brands in the country, also unveiled a dynamic ad to promote its six-pack beer during the largest cricketing event in the world - the ICC World Cup. Using real-time API technology, when a super six was scored, the ad dynamically featured the current score, along with an animation of a ball being hit for 6 out of the stadium. Alternatively, when a perfect delivery was made, the ad creative prompted users to tilt their phone forward, to take a wicket. 2019 has been a good year for advertising in the mobile space. And we’re working towards making it bigger and better in 2020!

These top 10 ads from 2019 made the best use of mobile marketing

If you are hooked onto the Make Up Didi avatar on <keyword id="819905" type="COMPANY" weightage="20" keywordseo="Instagram">Instagram</keyword> comedian Mallika Dua or <keyword id="1176647" type="UNKNOWN" weightage="20" keywordseo="Tanmay-Bhat">Tanmay Bhat</keyword> or follow the bloggers who regularly post updates on <keyword id="6358096" type="UNKNOWN" weightage="100" keywordseo="Snapchat">Snapchat</keyword>, you would know the craze better. Snapchat’s CEO <keyword id="1659524" type="PERSON" weightage="20" keywordseo="Evan-spiegel">Evan Spiegel</keyword> who is currently fighting a high voltage law suit filed by his ex employee had once said, he would never take Snapchat to India because it’s a poor country. The now-public details of ex employee <keyword id="4419251" type="UNKNOWN" weightage="20" keywordseo="pompliano">Pompliano</keyword>'s tumultuous, three-week tenure at Snap include allegations that the company lied about having 100 million daily active users in 2015 and inflated other user metrics. His complaint also describes multiple interactions with Snap leadership, including a meeting in which CEO Evan <keyword id="206580" type="COMPANY" weightage="20" keywordseo="Spiegel">Spiegel</keyword> allegedly said that the app is "only for rich people." Evan Spiegel and other executives allegedly boasted that 87% of users completed the app's registration process, but the data showed the real number to be less than 40%, according to Pompliano. Pompliano said he proposed ideas about adding users in international markets that already heavily used other social networks, like Spain and India. "This app is only for rich people," Spiegel allegedly responded. "I don't want to expand into poor countries like India and Spain." According to unverified reports, Snapchat had close to 4 million users in India last year. Variety reports Pompliano , who was hired from Facebook to increase the company's user base, was fired by Snapchat later.

Stand up comedians and bloggers in India are really rich, if Snapchat’s CEO is to be believed

Fashion weeks have passed their limitations from the lounges of elite houses. Surpassing the wardrobes, fashion weeks have got more meaningful than just exhibiting the latest oeuvre of trends. 
 
Lakme Fashion Week Summer/ Resort, which has created a niche for itself in revolutionizing the fashion space is no exception this season. The 2017 season just witnessed a ‘#NotWhatIWear’ movement launched by Ajio.com, a curated online fashion and style destination. 
 
Of late we have come across college diktats asking women students not to wear this and that. With ‘NotWhatIWear’ campaign, Ajio.com has added its voice to thousands of conversations of this nature taking place across the nation. The campaign aims to sensitize and encourage ‘inclusivity’ towards one another as well as choices, including the sartorial ones. 
 
Show must go on 
The show opened with a powerful thematic audio-visual presentation that set the context, featuring women sporting cardboard boxes, which had on them statements such as ‘I’m wearing skinny jeans. Should I be banned from college?’ 
 
What followed was a spectacular sequence that had four models strutting down the ramp in card board boxes highlighted with thought provoking messages. The show picked up tempo when four female and two male models showcased stylish monochrome creations, leading to the four female models dramatically ripping off the boxes to reveal an attractive collection of black minis, off- shoulder numbers and funky cropped tops. 
 
Then came the Work Wear sequence headlined as ‘They told me not to wear this to work’ made interesting by Ajio.com coming out with a fashionable dateline ranging from Fun Filled Mondays to Monochrome Tuesdays, Ethnic Wednesdays, Sporty Thursdays, and Feminine Fridays. 
 
Later, the show had a fun and sporty collection for campus clothing spunkily themed ‘They told me not to wear this to college’, which featured edgy denim shorts, colourful Tees, slinky maxis, and skinny jeans. 
 
Marriage of ethnic and western 
 
It was party time when a mix of western and ethnic wear took to the ramp with creatively draped saris teamed with tube tops, will-power dresses, and chic western styles with fusion elements. 
The finale had models clad in identical fabrics with thematic graffiti that urged women to express their style freely and fearlessly. The models moved in formation and dramatically turned when the lights went out to reveal a glow in the dark neon sign “#NotWhatIWear” on their clothes. 
 
Show stopper 
But the high point of the show was yet to come when the ramp was dazzled by celebrities, RJ Malishka, Mallika Dua and Varun Thakur as they whole-heartedly endorsed the relevant #NotWhatIWear movement initiated by Ajio.com.

Women's dress code at college: Let the Lakme Fashion Week Summer/ Resort guide you

<ul><li>Many research studies conducted across the world show that women are more stressed and discouraged since the pandemic began as they take on an increasing amount of responsibility at home and in their careers.</li><li>The ad, media and marketing industry has a lot more women today than a decade ago. However, many drop out by the time they reach mid-management levels, primarily due to the lack of flexible hours and ever-increasing workload.</li><li>So this Women’s Day, we decided to speak to women in leadership positions about how we can make women feel welcome at workplaces. They told us how employers can support women and create a more high-trust, inclusive environment for the future.</li><li>The women leaders we spoke to believe organizations need to prioritize training more women, to prepare them for leadership roles, and this should be a part of the company’s culture.</li></ul>In the work-from-home era, the responsibility of unpaid domestic work and raising kids has fallen on Indian women more than men. This has affected their ambitions and careers, widening the gender gap at the workplace. A McKinsey report found that women around the world have been deeply affected by the COVID-19 pandemic, which has heightened the large and small inequalities—both at work and at home—that women face daily. One in four women are considering leaving the workforce or downshifting their careers versus one in five men. Women only form less than a third of the workforce in marketing, sales and less than a fifth in data analysis, and artificial intelligence, revealed a World Economic Forum’s 2020 study. Another survey by Deloitte found that 51% of women are less optimistic about their career prospects than they were before the pandemic. A lot of women who have chosen to stick to their jobs have missed out on a fair promotion or raise. A LinkedIn report shows that 85% of women in India have missed out on a raise, promotion because of their gender. Women’s careers are observed to have been more adversely affected despite increasing flexibility at work, as 68% of women and 74% of working mothers in India say it is difficult to balance career and familial responsibilities today. More than 7 in 10 women and working mothers in India also say that household responsibilities often come in their way of their career progression. As you move up in the hierarchy of the corporate world, there’s also a lack of women leaders in the upper rungs. As per Egon Zehnder Global Diversity Report 2020, women in India occupy 5% of executive chairs and 10% of non-executive chairs. The report indicates that only 11% of committee chairs are held by women, while the number stands at 27.3% globally. Having said that, the world of advertising, marketing and media has seen a lot of <keyword id="3275573" type="General" weightage="20" keywordseo="women-in-leadership-roles" source="Orion">women in leadership roles</keyword>. While we are still far from an equal man-woman ratio in the industry, it is heartening to see more and more women take the top spots. On the other hand, advertising and media are industries that hold a lot of power in shifting perceptions and mending beliefs. The advertising industry was infamous for perpetuating gender stereotypes -- from a sacrificing mother to a man being the bread-earner, the portrayal of women has remained very shallow for years. How brands depict women and their role in society has evolved today, she is independent, she has a voice and is slowly learning to care less about society’s judgement, but we haven’t taken a big leap yet. She is still a woman who is ‘aesthetically pleasing,’ fair-skinned, doesn’t come from a minority community and is a little far from real. There’s almost no progress towards including transwomen in women’s day ads or communication throughout the year. Once we achieve an equal number of gender representation inside Indian advertising agencies, media organisations and the marketing world, there will be diverse opinions in a brainstorming session, leading to better B2C communication. So this women’s day, we decided to speak to women in leadership positions about how we can make women feel welcome at workplaces. They told us how employers can support women and create a more high-trust, inclusive environment during and after the COVID-19 pandemic. Here’s what they had to say about improving equality at work: Meghana Dave - Head Marketing &amp; PR, Lamborghini India: Power v/s Purpose, women inherently are purpose-driven. The changing environment requires leadership that is driven by adaptability, agility and ambition. Today, companies need these traits to outperform competition which has to deliver in the known and unknown environment. To bring balance and speed with positivity, we need more women in the leadership role. Look at what Falguni Nayyar has done with Nykaa or Anjali Sudd has done with Vimeo. In the 21st century companies will need purpose, innovation and balance to achieve the top position, and the right time to bring women to lead the next generation of business growth. To encourage more women to join these industries by encouraging new formats of working culture or environment. Covid has challenged the traditional approach, and today work from home has become the new normal. Secondly, by promoting diversity and opening leadership positions for women and third, we can improve the pay scale and inculcate mentorship for potential women leaders. Rachna Kanwar, Chief Operating Officer, Digital Media, Radio City and Mid-Day: Women in Corporate India have taken a heavy toll during Covid 19 lockdowns. Organisations, however, rarely recognise the double effort that women have to put into their regular day, which during the pandemic, ravaged their mental and physical health. Having said that, women emerged stronger, seldom seeking ‘preferential treatment.’ Companies need to address and recognise this effort as women continue to remain underrepresented at all levels. Thankfully, in the Media industry, with the inclusion of advertising &amp; marketing, there have been plenty of examples of women super achievers acting as role models for younger women which has led to greater gender parity, but women leaders still need to play a major role in supporting and seeing to it that more leaders emerge from the shadows of doubt and stereotypes to claim their rightful places. It is heartening to see more and more women leaders at Radio City and Midday and all of us here are committed to diversity and excellence. Building a positive mindset for diversity at all levels in an organisation goes a long way in ensuring an equal workplace. Strong women leaders in the organisation act as role models for women aspiring to reach the top. They also help in providing a more empathetic environment which is required at certain delicate stages of a woman employee’s career. And lastly, they provide the much needed confidence both for the women employees and the organisation by being a case study in excellence. At Radio City, a large number of leadership positions are held by women which motivates and inspires the mid-level and entry-level women employees to dream big. Diversity has many virtues and numerous reports time and again have proved that a diverse organisation is a better organisation. Radio City was amongst ‘India’s Best Workplaces for Women in 2019.’ Additionally, in 2020, Radio City ranked 4th in ‘Best Large Workplaces in Asia’, according to the GPTW survey. Jyotsna Uttamchandani, Executive Director, Syska Group: I think what is happening is we are definitely attracting more women, but are unable to retain them. The industry also needs to take steps to stop showcasing and representing women in stereotypical ways. The truth is women need to start taking credit for their work, brag and self-promote. What men need to understand is with diversity creativity and innovation only booms. I personally feel advertising, media and marketing industries are more unstructured, and there is no one to help you climb that ladder. You will have to do it yourself. More so we need more women, to help support and mentor other women. I think to be a safe and inclusive environment, we really need to listen to our employees. I have always said that my employees are my first customers. Goals and expectations need to be set mutually, team members need to appreciate each other and there has to be a certain level of trust within the team. Megha Agarwal, CXO-Growth, Meesho: In my last 12 years of working, I have seen many smart women entering the workforce but also taking a step back and stepping out, especially at two pivotal points – marriage and motherhood. The societal maxim is such that it places higher expectations on women, compelling them to juggle many roles – wife, mother, primary caregiver among others. What is imperative is to create support structures that empower them to strike the perfect balance between personal and professional commitments. An example on this front could be Meesho’s recent boundaryless workplace model, enabling people to work from home/ anywhere so that it gives flexibility to facilitate adjustments. Additionally, we, as employers, also need to make a perception shift towards sabbaticals taken by women to rear children. These vital steps could be further bolstered by initiatives aimed to ease their comeback into the workforce again. The responsibility lies with us to act as change agents to create the change we aspire to see. Pragya Misra, Public Affairs Director at Truecaller: I have always believed that empathy, freedom to be authentic and listening are critical to building a work environment that promotes equality. This begins with introducing diversity in the leadership so that the perspectives and related challenges of different employee profiles can be properly understood and addressed. Finally, implementing flexible policies, promoting healthy and non-late work hours, having industry standard pay scale and having actionable punishments (and transparency) in place for any intolerant offenses are some of the other measures that can be put into place to ensure a safe and equal work environment. At Truecaller, being respectful, celebrating diversity and equality in the workplace is deeply set in our values as a company. We continue to make communication safer through our spam blocking, scam and fraud alerts, this principle of safety reflects in our workplace through our employee policies. The inability to feel safe in both offline and online spaces adversely impacts women’s confidence and hinders their ability to grow and thrive. This year we are urging people to #CallitOut and report harassment to the authorities when you see or experience it. We are bringing together all the key stakeholders like government, law enforcement, civil society, mental health experts, lawyers and survivors to work collaboratively to improve the safety of women and continue our 5 year long effort to minimise harassment. This year, we want to create an environment that allows women to feel safe in society, their workplace and in their online communication. Kanika Mittal, Large Customer Solutions, Lead at Twitter India: I strongly believe that a leader is only as good as his/her team &amp; therefore our path starts with building a team that looks like the amazing people of all backgrounds and abilities who use our service every day. At Twitter, we're on a journey to become the world's most inclusive, diverse, equitable, and accessible tech company — it's key to serving the public conversation. For Inclusion &amp; Diversity strategies to have an impact, leaders along with companies need to ensure that they are tackling systemic challenges and also impacting and nurturing inclusive behavior amongst the team. This requires adapting a new way of thinking and making the right decisions such as becoming more distributed, empowering women employees to share and leverage their unique perspectives and experiences for growth and opportunities. Collectively we’ve got work to do to build a truly inclusive culture across the industry. We’ve made steady progress, and as industry our work doesn’t end <a href="https://twitter.com/hashtag/UntilWeAllBelong?src=hashtag_click">#UntilWeAllBelong</a>. Anika Wadhera, Head of Digital Marketing, Sirona: A supportive work environment is one in which each and every employee can discuss job-related difficulties in confidence and without fear of backlash. Actively showing appreciation to the staff, and encouraging them to exhibit appreciation for each other, is an easy and gratifying way to establish a great working atmosphere. Employees, both male and female, should be taught about ethical behavior and how to create a culture that supports everyone's safety. Although enforcing policies and holding instructional sessions are beneficial, a process or system that promotes power equality in the business can be implemented, reducing the number of unpleasant experiences. My advice to all wonderful women around me will be to ’Take a stand for yourself &amp; be vocal. The world is your oyster.’ We as 21st-century women should focus on creating a network; it may be one of the most powerful factors in our career at any level, whether one is a fresher or a senior leader, just network, network &amp; network. Shradha Agarwal, COO &amp; Strategy Head, Grapes: Women at leadership roles play a very crucial role in the comprehensive growth and development of any organization. They are the true manifestation of sustainable growth. A woman inherently is nurturing and being in a leadership position helps her in cultivating an inclusive work culture with diversity at the core of the organizational structure. This diversity is the precursor of diverse ideas that stimulates creativity and champions for more quality in business operations. Women have a warm and welcoming disposition which enables the organization to develop a much stronger bond and connect with their customers. In any workforce, the major loophole at the very base level is the lack of proper guidance to define the roles and duties to be fulfilled by a person. In order to help them realize their true potential, it is important to first connect with the people. By putting themselves in other’s shoes it becomes easier to understand the situation better and provide a relatable solution. As developing a connection and affinity for people comes naturally to women, in leadership positions they are better able to relate with and understand the pain of their teammates. To get women to join the advertising and marketing industry the mantra is very simple, just make them feel they are making ads for themselves. As women are better listeners and good storytellers, one needs to harness these qualities of women to motivate them to pursue a career in this field. They are better adept at giving a diverse perspective and drawing holistic pictures to a narration. Advertising and marketing is not about selling products, it goes way beyond and is about telling the right story. It is about connecting with the brand rather than the product as the products can be replaced but the brand remains constant. And women love and enjoy such jobs, it is just that we need to tap on this quality of women. Sowmya Iyer, Founder and CEO of DVio Digital: Women have faced more significant economic hardships through the pandemic - disproportionately losing jobs and income. A recent report by LinkedIn shows how Covid-19 has impacted women’s careers. About 85% of women in India have missed out on a promotion because of their gender. Despite the increase in flexibility at work, women’s careers are observed to have been more adversely affected. So, it is safe to say that we are far away from building an inclusive environment for employees of all gender spectrum. Company policies will have to be redefined and relooked at to give women space to work, grow, and balance their careers and Homes. DViO Digital, is an equal opportunity provider. We work towards hiring and promoting our employees based on their merit and not just gender. Our current workforce has a fair divide of 55:45 women to men ratio; a similar trend can be seen in our leadership team, which has a 60:40 ratio (60% women and 40% men), which is not by design but by default. Hence it is safe to say that women are naturally inclined towards the advertising and marketing industry. Tanya Bami - Series Head, Netflix India: The representation of women in entertainment has been increasing with the times and we couldn’t be happier! At Netflix, we are focussed on entertaining the world with authentic stories that are a true reflection of our times and society. Be it Delhi Crime, Aranyak, Masaba Masaba, Yeh Kaali Kaali Ankhein, or our latest series The Fame Game, the characters can be determined, driven, fabulous or flawed.” •Since the beginning of 2020, we have collaborated with over 2400 women creators, talent, and crew on and off screen in India. •Half (15) of our original films and series in 2021 had a woman as the central character. • Netflix has 15+ female forward titles already announced for 2022. Apart from the already released Yeh Kaali Kaali Ankhein, Looop Lapeta and The Fame Game, the upcoming titles include Mai, Monica, O My Darling, Masaba Masaba Season 2, Mismatched Season 2, She Season 2, Fabulous Lives of Bollywood Wives Season 2, The Fame Game, Qala, Plan A Plan B, Khufiya, among others. •In 2021 Netflix worked with nearly 50 women producers, directors or writers (25 women producers and directors + 23 women writers - 2X the women writers in 2020. •In addition, Netflix has worked with incredible women standup comics- Rytasha Rathore, Urooj Ashfaq, Prashasti Singh, Prajakta Koli, Sumukhi Suresh, Mallika Dua, Kaneez Surka and Sumaira Shaikh. •Inclusivity also extends internally to all of us at Netflix as women make up 51.7% of our global workforce, up from 48.7% in 2020. This includes 6.9% growth of women directors and above, totalling 51.1%. Aditi Shrivastava, CEO &amp; Co-Founder, Pocket Aces: It all starts from the top. If there is equality in the mind, it will automatically trickle down to every level within the organization. A few key base rules I always keep in mind: ● Think in terms of equity (not stock options in this case, but what is required to get people to the same level) rather than equality (i.e. providing the exact opportunities to each person) ● Be a true meritocracy ● Even in the most equal households, women are often expected to be the primary caretaker of children or parents, so keep that in mind ● Don’t forget to groom young female talent in the company right from the go by increasing their confidence levels and encouraging them to not be ambivalent about their ambitions and dreams ● Discourage even mildly offensive loose talk / jokes at the workplace ● Have a strong POSH committee in place ● Encourage older male employees / leaders to unlearn from previous “male club” workplaces and see the value their female counterparts can add Overall, be conscious about gender diversity and equity. It won’t happen by chance.

Women in leadership across media, brands and advertising on improving gender representation and retaining women in the workforce

<ul><li><keyword id="9648465" type="PERSON" weightage="20" keywordseo="sima-taparia">Sima Taparia</keyword> from Mumbai is back and she’s telling fortune again. This time, it is with <keyword id="8681398" type="UNKNOWN" weightage="20" keywordseo="Urban-Company">Urban Company</keyword> and the audience is loving it.</li><li>Tarun Menon, Director Marketing, Urban Company takes us behind the platform's latest influencer marketing campaign with Sima Taparia, shares the thought behind partnering with her and larger goals for this year.</li></ul>Last year, Netflix's Indian Matchmaking introduced India and the world to ace matchmaker Sima Taparia and she quickly became one of the most talked about character from a reality show. The first season ended in July 2020 but the audience hasn’t stopped stanning over Sima Taparia yet. Sima gained instant popularity among millennials and Gen Z and never faded away from the news cycle. Over the past year, brands like Burger King, Tinder, Asian Paints flocked to partner with the internet sensation, who recently starred in Big Boss OTT. Meanwhile, brands are still not over her. Recently, she featured in a campaign for home service and grooming platform, Urban Company. Before Netflix renewed Indian Matchmaking for season 2, Urban Company’s Align your Stars campaign with Sima Taparia generated a lot of chatter on social media. It helped the brand garner 4.5+ million views in less than a week. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> Telling us why Sima was the perfect match for this campaign, Tarun Menon, Director Marketing, Urban Company said, “Sima enjoys cult-like status and is best known for matchmaking based on the stars. She was one of the most talked about people online in 2020. It was a punt – to see if the choice of influencer and content could drive engagement for the campaign.” “The videos themselves have been well received across social media with people relating, reacting and engaging with the content - and has given us learnings to bake into our next campaign,” added Menon. Its marketing objective was to create buzz ahead of the launch of Big Home Rush, an Urban Company sale property. To further spread awareness around its discounts and gain new customers, Urban Company partnered with 14 different young influencers such as Kusha Kapila, Vishnu Kaushal, Mallika Dua, to mention a few, to create content for each zodiac sign. The underlying message of each piece was to encourage consumers to join Urban Company’s Big Home Rush sale. Launched in January 2021, the Big Home Rush sale has become extremely popular with consumers. Even in the ongoing second edition, the company has already delivered close to 500,000 services, witnessing high demand from cities such as Mumbai, Delhi, Chennai, Pune, Bengaluru, and Hyderabad and more. Sharing why it chose influencer marketing to promote its sale, Menon said, “With other media formats driving awareness, the influencer leg sought to create engagement and conversation around the sale, in a way that’s native to the platform (Instagram). We’d observed that in the last 2 months, sun-sign based content was growing in volume, engagement and traction - as people tag their friends and conversation flows organically.” Before Sima Taparia, Urban Company’s partnership with yesteryear’s TV stars such as Rupali Ganguly as Monisha Sarabhai and Komalika also received a positive response from its audience. The idea behind casting such a unique set of stars, from Sima to Monisha, was to find women who can express shock and help open a door for them in the regional markets. “These content pieces were part of a larger campaign for Salon Classic - a newly launched category that offers salon quality services at unbelievable prices. Our intent in partnering with influencers and content creators was to integrate the key message - salon services at unbelievably low prices - into content &amp; culture. It made sense to partner with influencers best known for expressing shock – Hindi TV celebrities with a cult following for the roles they play. We further extended this concept to regional TV artists as well, to build relatability for regional audiences. We are looking to attract new customers and engage existing consumers through this campaign,” shared Menon. Due to the global pandemic, Urban Company has seen an uptick in the demand for home cleaning and hygiene services as people are becoming more health-conscious. The app had become quite popular for its home repair and salon services before the pandemic broke out. However, people have been wary about letting outsiders inside their homes lately. Urban Company rose to the challenge and tweaked its marketing strategy. It started communicating every day about the changes it introduced in its services and updated its audience regularly about the number of employees vaccinated. It tweaked its logo across platforms to convey the importance of social distancing and wearing a mask. Apart from that, it realised that people are looking for a lot of DIY videos to make the best of their time. Therefore, it started uploading beauty and wellness video tips to help its consumers surf through the challenges they are posed with. It is also conducting live sessions to engage with its consumers. <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> Telling us how the company has tweaked its larger marketing strategy after the pandemic to win consumer trust, Menon shared, “We focused on communicating every day about the changes we introduced in our services and SOPs. For example, we completely reimagined certain services, such as threading, to ensure low contact with consumers. For threading, our Beauty experts now wrap the thread around their neck, instead of pursing it in their mouth. We launched extensive campaigns to build communication on our safety protocols and how the Urban Company experience has been reimagined for delivering safe and hygienic services. Our ‘<keyword id="11886690" type="UNKNOWN" weightage="20" keywordseo="uc-safe">UC Safe</keyword> Salon campaign’ included TVCs featuring Neena Kulkarni and Shweta Tiwari aimed at communicating the safety of Urban Company’s salon at home services. More recently, in May ‘21, we ran an extension of the UC Safe campaign, highlighting how over 75% of our service professional base is now vaccinated.” Home services sector in India is largely unorganized and Urban Company is one of the few companies that is formalising it and despite being in the business for 7 years, Menon says that they are still just getting started. Sharing his larger goals for this year, Menon said, Our focus areas will be to increase market share in existing markets and increase penetration in new cities. In the past 2 years, we have expanded to 30 cities in India. Our goal is to be present in the top 100 cities over the next couple of years.”

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