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<br /> When you are in Bollywood, don’t expect critical appreciation to go hand in hand with <keyword id="25892" type="ORGANIZATION" weightage="100" keywordseo="box-office">box office</keyword> success. Last Friday (March 21), a total of five movies hit the theatres, but with the sole exception of <strong><a href="http://www.businessinsider.in/entertainment/movies/Box-Office-RaginiMMS-2-Thrills-All-Gang-Of-Ghosts-Lacks-Finesse/articleshow/32673836.cms">Sunny Leone-starrer <em>Ragini MMS 2</em></a></strong>, the other four failed to impact the <keyword id="827271" type="UNKNOWN" weightage="100" keywordseo="Domestic-Box-Office">domestic box office</keyword>. As we discussed yesterday, <em>Gang of Ghosts</em> turned out to be an average movie but this time, let us have a look at the other three.  <br />
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Both <em><keyword id="875510" type="UNKNOWN" weightage="100" keywordseo="Ankhon-Dekhi">Ankhon Dekhi</keyword></em> and <em><keyword id="6526" type="PERSON" weightage="100" keywordseo="Lakshmi">Lakshmi</keyword></em> are exceptional movies but look like box office bombs, unless they turn out to be <keyword id="1165784" type="UNKNOWN" weightage="100" keywordseo="sleeper-hits">sleeper hits</keyword>. Written and directed by <keyword id="51" type="PERSON" weightage="100" keywordseo="Rajat-Kapoor">Rajat Kapoor</keyword> (he also plays one of the lead roles), the multi-starrer flick <em>Ankhon Dekhi</em> had poor response on Day 1 and could not even cross Rs 5 crore during the opening weekend, as per industry estimates (official numbers are yet to come in). It is the same tale of lacklustre <keyword id="2168413" type="UNKNOWN" weightage="100" keywordseo="BO-performance">BO performance</keyword> with Nagesh Kukunoor-directed <em>Lakshmi</em> although this one should be the most lauded, going by its sensitive yet realistic treatment of <keyword id="6357490" type="UNKNOWN" weightage="100" keywordseo="Human-trafficking">human trafficking</keyword>, <keyword id="6476483" type="UNKNOWN" weightage="100" keywordseo="Child-prostitution">child prostitution</keyword> and <keyword id="1834687" type="UNKNOWN" weightage="100" keywordseo="Sexploitation">sexploitation</keyword> of <keyword id="624" type="ORGANIZATION" weightage="100" keywordseo="Women">women</keyword> in general. As for <em><keyword id="2165865" type="UNKNOWN" weightage="100" keywordseo="Kolkata-Junction">Kolkata Junction</keyword></em>, a drama-thriller directed by <keyword id="10158" type="PERSON" weightage="100" keywordseo="Anjan-Dutt">Anjan Dutt</keyword>, the opening weekend collections reportedly stood at Rs 9 crore.<br />
 <br /> Theme-wise, these three flicks vary widely, but one can also notice the similarities without much effort. All three of them are <keyword id="1108336" type="UNKNOWN" weightage="100" keywordseo="low-budget-movies">low-budget movies</keyword>, don’t have so-called ‘hot’ star cast (although the veterans have actually acted their hearts out), the promotion part has been pretty low key and finally, none of them hit too many screens like the big-budget films do. Should we call that a sure-shot recipe for box office disaster? The promotion part needs to strategised well if good movies are to get great response. <br />
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<br /> Coming back to <keyword id="819874" type="UNKNOWN" weightage="40" keywordseo="the-movies">the movies</keyword>, we must say <em>Ankhon Dekhi</em> is worth the watch. It is a typical Rajat Kapoor film – funny, satirical and at the same time, deeply touching. It tells the tale of Raje Bauji (<keyword id="62834" type="PERSON" weightage="100" keywordseo="Sanjay-Mishra">Sanjay Mishra</keyword>), a Delhi-based man in his late 50s, who only believes what he sees. The <keyword id="6374782" type="UNKNOWN" weightage="80" keywordseo="journey">journey</keyword> that follows walks you through the life of a commoner and the compromises he is compelled to make to survive in a hostile world. As one <keyword id="210839" type="POSITION" weightage="80" keywordseo="Critic">critic</keyword> says, “It is cinematically ecstatic... made beautifully on a very low budget… high on performances.”<br />
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Nagesh Kukunoor-directed <em>Lakshmi</em> is an exceptional story of trauma and tragedy, courage and triumph. <keyword id="250" type="POSITION" weightage="80" keywordseo="Singer">Singer</keyword> <keyword id="294857" type="PERSON" weightage="100" keywordseo="Monali-Thakur">Monali Thakur</keyword> makes her acting debut as Lakshmi, a 13-year-old who has been kidnapped and sold into prostitution. The ruthless reality portrayed by every single character makes us squirm and ask ourselves the very question the movie is asking – are we being human?<br />
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It’s not surprising that <em><keyword id="6354925" type="COMPANY" weightage="100" keywordseo="Kolkata">Kolkata</keyword> Junction</em> has done a bit better at the ticket windows than the other two. After all, who can escape the allure of an entertaining drama-thriller featuring the likes of <keyword id="6354338" type="PERSON" weightage="100" keywordseo="Naseeruddin-Shah">Naseeruddin Shah</keyword>, <keyword id="29287" type="PERSON" weightage="100" keywordseo="kay-kay-menon">Kay Kay Menon</keyword>, <keyword id="6354732" type="PERSON" weightage="100" keywordseo="Sonali-Kulkarni">Sonali Kulkarni</keyword>, <keyword id="4666" type="PERSON" weightage="100" keywordseo="Jimmy-Shergill">Jimmy Shergill</keyword>, <keyword id="17610" type="PERSON" weightage="100" keywordseo="Sandhya-Mridul">Sandhya Mridul</keyword> and <keyword id="6059" type="PERSON" weightage="100" keywordseo="Rituparna-Sengupta">Rituparna Sengupta</keyword>? Both the storyline and the performance are bound to thrill the audience and the numbers may look better after the second weekend.<br />
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<strong>Images:</strong> Indiatimes

Ankhon Dekhi, Lakshmi
Disappoint At Box Office But Capture Hearts

<ul><li>Co-created with Sony Music India and hosted by <keyword id="39062" type="PERSON" weightage="20" keywordseo="Kalki-Koechlin">Kalki Koechlin</keyword>, Season 1 of the series celebrates regional lullabies from across India.</li><li>This six-episode series will feature prominent Indian singers like Monali Thakur, Shilpa Rao, Chinmayi Sripada, Sanah Moidutty, Shalmali Kholgade, Geetha Madhuri.</li></ul>Duroflex launches <keyword id="10955489" type="UNKNOWN" weightage="20" keywordseo="sounds-of-sleep">Sounds of Sleep</keyword>, a unique digital series exploring the role of music as a sleep aid. Listening to soothing music is a proven relaxation technique that helps induce sleep. The most popular sleep music universally is lullabies. Parents all over the world have been using lullabies to soothe their young ones and put them to sleep peacefully for at least 4,000 years. Science and multiple studies by reputed institutes have proven that children of all ages sleep better after listening to the soothing melody of a lullaby. Duroflex has curated a collection of popular regional lullabies from across India celebrating and reviving one of the oldest pre-sleep routines for the first season of its Sounds of Sleep digital series.<br /><br />  <div type="Youtube" id="JgAwfKtjFgo" title="Duroflex Sounds of Sleep | Official Teaser" thumbUrl="https://i.ytimg.com/vi/JgAwfKtjFgo/mqdefault.jpg"></div><br />Duroflex Sounds of Sleep is a first-of-its-kind digital music series that aims to revive, celebrate, and recreate India’s rich tradition of regional lullabies in a digitally convenient way for new age parents looking to inculcate healthy pre-sleep routines for their loved ones. The series will be hosted by popular film &amp; theatre actor, philanthropist, and mother Kalki Koechlin. This six episode series will feature prominent Indian singers like Monali Thakur, Shilpa Rao, Chinmayi Sripada, Sanah Moidutty, Shalmali Kholgade, Geetha Madhuri. The first episode is releasing on March 19th i.e. <keyword id="145577" type="PERSON" weightage="20" keywordseo="World-Sleep-Day">World Sleep Day</keyword>.<br /><br />Commenting on the property, <keyword id="4172306" type="PERSON" weightage="20" keywordseo="Smita-Murarka">Smita Murarka</keyword>, Vice President – Marketing &amp; E-Commerce, Duroflex said, “Our earliest memory of sleep music are the lullabies that our parents or grandparents used to sing while rocking us to sleep. Even as an adult music is a great way to relax the mind and body, making it an enriching pre-sleep routine. As India’s sleep coach, we wanted to go back to our roots, celebrating this sleep routine tradition from various parts of India and curate it digitally for the convenience of new age millennial parents. We couldn’t think of a better platform than World Sleep Day to launch this unique series to create awareness about the importance of healthy sleep.”<br /><br />Commenting on the association, popular theatre and film actor, philanthropist, and mom – Kalki Koechlin said, “When I started my parenting journey, I began looking for soothing music to put my baby to sleep to create a healthy sleep routine for her. I knew that India had a very rich collection of regional lullabies but found it very difficult to discover these hidden gems. Therefore, when Duroflex approached me to host a series that aimed to revive and curate regional lullabies in a digitally convenient way for parents like me I was thrilled to be a part of this journey. I hope to share the sense of warmth, nostalgia and bonding experience for every new parent out there.”<br /><br />Commenting on the association, Kiran D’cruz – Director, Brand Partnerships, Sony Music India said “As always, the partnerships we forge are what define us as a music label. We see Sounds Of Sleep as an opportunity to leverage our experience and expertise to curate and promote quality music. Innovation is what drives us and that also applies for something as traditional as lullabies. This World Sleep Day, let this curated selection allow you to rest and recharge in the most optimum way.”<br /><br />Duroflex Sounds of Sleep has been conceptualized by Duroflex’s creative agency partner, Sunny Side Up. It has been co-created with Sony Music India and Lodestar UM Studios along with production associates. <br /><br />Duroflex Sounds of Sleep premiers on World Sleep Day, March 19th on the brand’s YouTube channel and social platforms. The property will be co-hosted on Sony Music India’s social channels as well. Tune in every Friday to rediscover lullabies from different parts of India in languages such as Tamil, Malayalam, Telugu, Hindi, Bengali, and Punjabi and understand why lullabies are good for sleep.<br />

This World Sleep Day, Duroflex launches Sounds of Sleep, a music series exploring the role of music as a sleep aid

<ul><li>Conceptualised by <keyword id="2806649" type="PERSON" weightage="20" keywordseo="Ogilvy-Mumbai">Ogilvy Mumbai</keyword>, <keyword id="7227372" type="COMPANY" weightage="20" keywordseo="ponds-cold-cream">Ponds Cold Cream</keyword>’s latest ad is about a dementia patient who lives alone with a helper. </li><li>We also look back at Ponds Cold Cream’s communication journey so far and some of its well-known ads. </li></ul>We are in the middle of the festive season in a year that is very different from others. It is during this time of the year that many people go back to their hometowns to spend quality time with their families. However this year, due to COVID-19, while a few privileged people have managed to fly back to their homes, many are still stranded within the four walls of their house, missing the <keyword id="1330833" type="PERSON" weightage="20" keywordseo="human-touch">human touch</keyword> in their life and that warm feeling of togetherness. <br /><br />Timed perfectly, Ponds Cold Cream has revived its old ‘<keyword id="10221814" type="COMPANY" weightage="20" keywordseo="googly-woogly-wooksh">Googly Woogly Wooksh</keyword>’ tagline and this time, the brand has given it a twist. It talks about how love between a grandchild and grandparent is eternal and reminds us how powerful and healing a touch can be. <br />    <div type="javascript" title="Facebook" contenttype="Video"><cdata><![CDATA[]]></cdata></div><br />Conceptualised by Ogilvy Mumbai, Ponds Cold Cream’s latest ad is about a dementia patient who lives alone with a helper. His granddaughter decides to pay him a visit to find out that he is having a hard time recollecting his memories and cannot recognise anyone. She is heartbroken to hear the news but musters some courage, puts on a smile and goes in to greet him. <br /><br />She calls him endearingly, “Daadu” and he asks, “Who is it?” She is taken aback as reality hits her but takes it upon herself to remind him of good, old days. She finds their archive of old photographs and tries to take him down the memory lane but nothing seems to work. She then turns to the sense of touch and trusts that it would work its magic and bring back some of his memories. And it does. They break into a laughter together as the grandfather pulls her cheeks and says, “Googly Woogly Wooksh.” <br /><br />As he touches her, the lyrics go, “I am confident that I would find you. I trust that you are here somewhere around me. Googly Woogly Wooksh.” The background score is a cherry on the top as it amplifies our emotions and subtly plugs in pictures of hide-and-seek, storytelling time and other memories that we shared with our grandparents growing up. <br /><br />It is also important to note here that not many advertisements have represented dementia patients and Ponds Cream’s efforts are worth appreciating. <br /><br />The brand and agency have cleverly evolved with changing times and managed to keep its old tagline relevant. It has catered to different groups like young kids, old couples, young couples, feminists and parents. <br /><br />When Ponds first launched its ‘Googly Woogly Wooksh’ ad, they made life unbearable for chubby teenagers in 2009 and it became a part of popular culture. It is also the first campaign/melody that pops in our head when we think of winter cream. A cute old man pulling his wife’s cheeks never fails to bring a smile on my face. <br />      <div type="Youtube" id="W4NZSyRsJJc" title="googly woogly ad" thumbUrl="https://i.ytimg.com/vi/W4NZSyRsJJc/mqdefault.jpg"></div><br />In 2016, the brand also launched an extended song of its jingle with 9XM. It was sung by Monali Thakur and Armaan Malik and was made into a music video.<br />      <div type="Youtube" id="m-ZWgTMkAvc" title="9XM &amp; Pond's Presents - Pond's Googly Woogly Wooksh | Armaan Malik | Monali Thakur" thumbUrl="https://i.ytimg.com/vi/m-ZWgTMkAvc/mqdefault.jpg"></div><br />When social experiments were a thing, Ponds upped its advertising game and conducted an experiment called #PondsKiJhappi to remind millennials to hug their parents. It was yet another reminder of how powerful can touch be. The video made us want to reach out to our loved ones right away.<br />      <div type="Youtube" id="KdnQ5Ctx0UE" title="Celebrate International Hugs Day with a #PondsKiJhappi" thumbUrl="https://i.ytimg.com/vi/KdnQ5Ctx0UE/mqdefault.jpg"></div><br />The beauty and skin care brand had even partnered with Kajol and Shahrukh Khan for Dilwaale to make its tagline more relevant in the changing time and reach out to a wider audience. <br />      <div type="Youtube" id="V_8Mhfi_Tzs" title="Shahrukh Khan and Kajol go Googly Woogly Wooksh" thumbUrl="https://i.ytimg.com/vi/V_8Mhfi_Tzs/mqdefault.jpg"></div><br />Ponds Cream’s last campaign was released in 2019 and developed by <keyword id="531122" type="COMPANY" weightage="20" keywordseo="Ogilvy-India">Ogilvy India</keyword> and Singapore. It targeted young women who often deal with internal bullies. <br /><br />Titled SeeWhatHappens, Ponds broke another stereotype by featuring a female budding boxer and a mother supporting her dreams. She deals with the dilemma of revealing this decision to her mother as her inner voice holds her back, creating a struggle between what she wants to do and what she thinks is expected of her. It encouraged young girls to face their insecurities, hesitations and uproot internalised patriarchy by treating their problems like an experiment. Just see what happens? It said in its ad. <br />      <div type="Youtube" id="-S31ADIUk7c" title="POND’S | #SeeWhatHappens" thumbUrl="https://i.ytimg.com/vi/-S31ADIUk7c/mqdefault.jpg"></div><br />And who can forget the early, simple Googly Woogly Wooksh ads that will always live rent free in our heads? Even in the late 90s and early 20s, Ponds made a point to feature different kinds of women. They have featured an old woman, a young girl, a teacher, christain woman, pregnant woman, and a mother. <br />      <div type="Youtube" id="ih-DNkEXvCo" title="10  Ponds Google Woogle" thumbUrl="https://i.ytimg.com/vi/ih-DNkEXvCo/mqdefault.jpg"></div><br />      <div type="Youtube" id="mnBVv4oFfWE" title="Googly Woogly Wooksh- Pond's Cold Cream" thumbUrl="https://i.ytimg.com/vi/mnBVv4oFfWE/mqdefault.jpg"></div><br />

Ponds Cold Cream gives a new emotional twist to its googly woogly wooksh and its latest ad is a must watch

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Ankhon Dekhi, Lakshmi Disappoint At Box Office But Capture Hearts

Sanghamitra Mandal

This World Sleep Day, Duroflex launches Sounds of Sleep, a music series exploring the role of music as a sleep aid

BI India Partner

Ponds Cold Cream gives a new emotional twist to its googly woogly wooksh and its latest ad is a must watch

Karuna Sharma

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