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<ul><li>As alcohol brads cannot advertise on traditional mediums, many of them have heavily depended on on-ground activations, comedy gigs or music shows to connect with their audiences.</li><li>Bacardi is one brand that has built a lot of its <keyword id="6354839" type="General" weightage="20" keywordseo="marketing" source="Orion">marketing</keyword> around these live events in the past.</li><li>So how did the brand re-calibrate, once the pandemic hit? <keyword id="11121509" type="General" weightage="20" keywordseo="zeenah-vilcassim" source="Orion">Zeenah Vilcassim</keyword>, Marketing Director, <keyword id="300876" type="General" weightage="20" keywordseo="bacardi-india" source="Orion">Bacardi India</keyword> tells us.</li></ul>As live events came to a screeching halt after 2020’s pandemic and the ensuing lockdown, brands that depended on live events and on-ground activations needed to completely re-think their <keyword id="852798" type="General" weightage="20" keywordseo="marketing-strategies" source="Orion">marketing strategies</keyword>. Bacardi is one brand that has, in the past, heavily depended on live events and music shows. With the pandemic, the brand, like many others, had to transform the way it reaches out to its consumers. From lively offline events, the brand pivoted to offline events, adding innovation and technology to create <keyword id="9084093" type="General" weightage="20" keywordseo="virtual-events" source="Orion">virtual events</keyword> that could make a similar impact like the old, physical events. We speak to Zeenah Vilcassim, Marketing Director, Bacardi India to understand how the brand re-calibrated its marketing to stay relevant in this new world order and what its areas of focus will be, to continue being an important part of its consumer’s lives. Excerpts: Q) How have the last 1.5 years been for you as a brand? The past 1.5 years hasn’t been easy on any of us but it has helped us refocus on our priorities. Being a family-owned company, our priority during such a challenging time was, and is, the health, safety, and well-being of our employees and the people within the communities we operate in. When the pandemic initially hit, we supported the supply of sanitizers, producing 400,000 gallons through our local productions facilities in India and around the world. Whilst it seems like there might be light at the end of the tunnel we know that mental health issues can lag and hit you at any time so we continue to support our primos (the Spanish word for cousinsm), and their families, with free access to confidential counselling, an informational service helpline, and an internal emergency helpline. Whilst this base was so important for us to support and cover we also continued to try and innovate within the marketing space. In the face of the pandemic restrictions and rapidly changing consumer behaviour, we’ve had to rethink our marketing strategies and alter our brand-led properties at an equal pace. In many cases we had to completely rethink our marketing models but more on that later… Q) For a brand that has relied so much on live events, how did you need to recalibrate, rethink your strategies? How were you communicating with your consumers during the initial months of the pandemic? With safety as our top priority, live events were obviously out of the question. Interestingly, consumer behaviour changed significantly, and they were keen to explore new avenues and platforms for experiences. We explored new consumption trends and innovative formats to stay relevant. At-home leisure activities expanded and covered a whole gamut of entertainment and learning new skills. At the same time, virtual became the mainstay for all of us, and we were keen to recreate pre-COVID experiences on digital platforms. We understood evolving consumer needs and helped them creatememorable moments. We listened to what our consumers wanted and delivered that, during the first year of the lockdown consumers were really missing the bar experience so we launched the Doers Home Edit, bringing the bar cocktail experience to consumers’ homes with a bartender and everything that is expected in a bar. Keeping our consumers curious and engaged. We pride ourselves on being leaders in creating culturally relevant experiences so there came a point where we knew we had to go further than ‘just another’ virtual experience. To take things to the next level we created an AP virtual immersive 3D island. We transported people across 25 different countries to our Caribbean paradise – an ode to brand BACARDI’s roots. The highlight for the fans was the ability to enjoy a complete sensory experience through spatial audio and personalized avatars. The pandemic has brought drastic shifts in our lives, some trends and platforms might be quick fads and some might be here to stay. We will continue listening to the consumers, anticipatetheir needs, and truly adding value – all with a little bit of creative rebellion of course! Q) What are some new formats you've explored to engage with your audience? During the initial days of the lockdown, we started with virtual mixology sessions across brands such as BACARDÍ, DEWAR'S and BOMBAY SAPPHIRE, helping consumers indulge in some of their favourite cocktails from the comfort of their homes. Then proceeded to virtual concerts and weekend gigs such as BACARDÍ #HappyAtHome Sessions. We also encouraged consumers to add a dance twist to their daily chores through BREEZER'S #BreezerShuffle Campaign. Eventually, we shifted large-format activations to the digital realm, like Casa BACARDÍ moved to Lemonade Social last year and then came alive in a 3D virtual avatar this year. The happiest music festival, BACARDÍ NH7 Weekender, also went live digitally. BREEZER Vivid Shuffle, India's biggest hip-hop league, was held virtually too. In its milestone 5th season, it was launched online this August but as a hybrid model where online and on-ground will merge seamlessly together. Q) Things are slowly opening up now. What is your revival plan? We’ve been extremely agile through these changing and challenging times, continuously tuned in to consumer needs and preferences. It has helped us maintain our human connect. Since we’ve been very active across our brands it mitigated the need for a drastic revival plan. Apart from hosting content and campaigns digitally, we’ve also held some on-ground experiences where possible. For instance, last year, the Casa BACARDÍ – Halloween Staycation was curated at Abode Bombay for select guests by following all COVID safety protocols. We were able to host a quintessential BACARDÍ experience with no holds barred and curated fun content. Our platforms remain the same it’s just the channel in which we communicate will be fluid. We will continue to work this way and cater to the dynamic consumer demands and explore newer innovative formats. Q) Has content marketing become a more important tool for you as a brand in these last 1.5 years? Content has always been a core marketing tool for us at Bacardi and even more so lately as it transcends geographical and physical boundaries. We've consistently built culturally relevant conversations across our brands with influential and passionate people. It’s important for us to not overly invest in one specific channel or mode of communication as we know real people have multiple media touchpoints throughout the day. It’s important to understand this journey, what is the most effective channel mix, and how do we adapt our messaging or content to add value in each channel. Multi-channel media marketing can be hard in a dark market but we will always work with the regulation to be both responsible and effective at the same time. Q) BACARDÍ and music have gone hand-in-hand for years. Apart from the properties that you have built over the years, are there plans of coming up with more music properties? Brand BACARDÍ has earned the right to participate within the music space in the country with its dedicated efforts. BACARDÍ NH7 Weekender has been the happiest music festival for over a decade now. BACARDÍ Sessions, launched as BACARDÍ House Party Sessions, has also provided a platform for many budding artists and opened up avenues for artists across dance and art last year. It has also curated fun content and weekend concerts like #HappyAtHome Sessions and #PassTheBeat, where artists across 4 countries literally passed a beat virtually. Globally, the brand launched an exciting new edition of ‘Conga’ earlier this year, enabling consumers across the world to participate. We take great pride in each of these platforms and the way they’ve supported artists and brought new experiences to audiences, and we’ll keep building more such avenues across cultural pillars, keeping our consumers at the core. Q) From a marketer perspective, are there a few things that have changed forever for brand Bacardi in this new world order? Going ahead, what will be your broad marketing strategy to build a deeper connect with your consumers? It is indeed a new world order, but it hasn’t changed our core pillars; instead, it has instilled more faith in our purpose and human-centric approach. Brand and businesses tend to panic in crisis and make drastic changes. True brands that can stand the test of time should have courage in their convictions and believe in what they have always communicated. Sure, you’ll always have to adapt to your context, but for Bacardi it’s about staying the course and in moments of uncertainty. People will remember brands for being true to what they have always stood for. Going ahead, we’ll continue to focus on real people, their preferences and aspirations, and strengthen our brands’ stronghold in culture.

We continuously tuned in to our consumer needs and preferences, it helped us maintain our human connect during the tough times: Zeenah Vilcassim, Bacardi India

<ul><li>As the restrictions on the AlcoBev category grew stronger, there was an upsurge in music associations</li><li>Bacardí was among one of the first brands to marry music into its marketing strategy and in the last 20 years, the way it has used music has also evolved</li><li>The last song released under <keyword id="8065961" type="UNKNOWN" weightage="20" keywordseo="Bacardi-House-Party-Sessions">Bacardi House Party Sessions</keyword> was Sage by Ritviz, which gained a lot of love from millennials and we asked <keyword id="7306339" type="UNKNOWN" weightage="20" keywordseo="Anshuman-Goenka">Anshuman Goenka</keyword> how much it helped the brand</li></ul> Bacardí India has leveraged music since its inception in India, forming a strong brand identity for its rum portfolio. The brand’s journey from the beginning of <keyword id="20541" type="PERSON" weightage="20" keywordseo="bacardi-blast">Bacardi Blast</keyword> in the early 2000s to <keyword id="497469" type="ENTERTAINMENT" weightage="20" keywordseo="NH7-Weekender">NH7 Weekender</keyword>, to <a href="https://youtu.be/qnAo7OgHfi8" data-type="tilCustomLink">Bacardí House Party Sessions</a> (BHPS) proves how music was the anchor to its growth, as if its inseparable from its brand identity. In the last four to five years, as the restrictions on the AlcoBev category grew stronger, there was an upsurge in music associations. However, Bacardí was among one of the first brands to marry music into its marketing strategy and in the last 20 years, the way it has used music has also evolved. Anshuman Goenka, Head of Marketing, Bacardí India shared how music has helped <keyword id="15277" type="COMPANY" weightage="20" keywordseo="bacardi">Bacardi</keyword> maintain a strong brand recall, surf through the restrictions on alcobev brands in our country, and how it has pushed the brand to come up with innovative solutions every time. Out of all their properties, Goenka holds Bacardí NH7 Weekender closest to his heart. As he feels nostalgic for the golden days and excited for their on-going campaign called ‘<a href="https://youtu.be/uL-aOQD2CQQ" data-type="tilCustomLink">Do What Moves You</a>,’ we are bringing to you some excerpts from our interview: Q. Can you walk me through Bacardí's music journey? Which musical property do you place close to your heart? In its 20 odd years in India, Bacardí has gone from being famous for hosting parties way beyond it’s time like the Bacardí Blast campaign and that one early jingle “Be what you wanna be”, to associating with iconic music festivals and content creators. In 1999, when we launched the Bacardí Blast campaign, we literally took the concept of nightclubs out in the open, pioneering the idea of open-air music experiences. For the last couple of years, we have used every platform possible to give our artists a bigger and better stage to create the music that moves them and showcases their talent. Continuing to work with music, we realized that there seemed to be no platform where music-lovers could just spend a few days in the company of what they enjoyed the most. That is when the brand along with OML created Bacardí NH7 Weekender to bring the best of music - independent artists, local and international to perform to the cheering crowds in India, a few days of pure music bliss. This platform helped us create several new relationships with the indie scene and we slowly came to understand the gaps these talented artists face leading to the culmination of Bacardí House Party Sessions, an avenue for independent artists to create, develop and promote their music with the benefit of every resource possible and mentorship. Yet, of all of our properties, the one that remains closest to our hearts, will have to be Bacardí NH7 Weekender. We take immense pride in having built one of the most anticipated music festivals in the Indian calendar, or better yet, one of the happiest music festivals. This year, we’re celebrating a decade of Bacardí NH7 Weekender, one of the first, large scale music festivals India had ever seen. When we see the online excitement leading up to the Weekender, the crowds lining up to enter and audiences singing along to indie artists, it’s worth far more than any measurable outcome. Q. Bacardí was one of the first few brands in our country to leverage music as a marketing strategy. Tell me how has this played out – how has using music benefited the brand so far? From Bacardí Blast to Bacardí NH7 Weekender, music is truly entrenched in Bacardí’s DNA and we understand that building equity takes years of both consistent interest and investment, and seeing real impact requires long-term assessment. When we look at the benefits from campaigns such as Bacardí House Party Sessions, we see the rise in brand uplift scores and based on our brand surveys, over 80% of Bacardí NH7 Weekender attendees have a strong brand recall and resonate with the fact that Bacardí stands for great musical experiences. The increase in engagement that we’ve been garnering on digital platforms, the artist’s familiarity across regions and sheer audience love at BNH7 Weekender, where these songs are sung along within a week of their release, are a testament to our efforts and investments. Q. Do you think music has been a great alternative for AlcoBev brands in India? How do you see the category using it now v/s when you began? In the last 5-6 years, there has been a surge of AlcoBev brands in India associating with music. Music knows no boundaries and increasingly, brands are starting to latch on to this emerging trend because it allows them to communicate to a wider target audience. This began in the late 2000s with the outbreak of several sponsored music festivals and events cropping up across the region. However, brands have long moved beyond mere sponsorships and are now engaging with the community by curating meaningful experiences. Workshops, panel discussions and intimate house gigs are a few of the prominent mediums that brands have employed. Some have even gone further to facilitate long-term collaborations directly with artists building creative brand narratives through these artists’ voices. For Bacardí itself, music was never just a tool, but a means for us to give back to our audiences. Our approach has consistently been to engage and uplift the music community and our consumers, leading up to our most recent and focused campaign BHPS. It is a platform that identifies artists with a unique sound, followed by a dedicated team that works with them right from production to marketing. From our experience, right from Bacardí Blast and Bacardí NH7 Weekender, to Bacardí House Party Sessions, we have realised that music opens avenues for brands to own a space and host global platforms that resonate with consumers over a long time. Q. Do you think Bacardí was able to create a niche by focusing specifically on independent music? While we’re not the only brand to work with independent musicians, with Bacardí House Party Sessions, we are unique in the way that we help artists scale their careers. We work only with emerging artists year on year, giving them the right exposure and opportunity, allowing them to break through in a much shorter time frame. We identify artists who we feel have a unique sound, followed by a dedicated team that works with them to create, curate and promote their music. We also give them an opportunity to work with and learn from the best in the industry. This year, we had mentors like Amit Trivedi, Benny Dayal and Mohini Dey on board, who help the artists craft their music better. Bacardí supports the artist from the moment the music is penned, to the point where people sing along to their songs, from the production of their music to the promotion of the videos we helped create. This approach has helped us create a niche not only within independent music but also as an enabler of a community that requires resources, recognition and mentorship. That’s where we feel that we have bridged the gaps just nudging the undeniable talent that already exists in our country. Q. How are these associations being leveraged digitally, considering the restrictions placed on alcohol marketing in India? India is a challenging market, one that encourages us to find innovative and interesting ways to connect with our consumers. Bacardí functions on a unique content-creator model wherein we work with artists like comedians, dancers and musicians, and allow them to curate their content while keeping our brand ethos in mind, which is ‘Do what moves you’. This encourages the artists to do their thing, without fear of interference from the brand. Digitally, this approach works well with audiences who identify with our campaigns much more, when the artist is the hero of the story. It ensures that our content is original and more relevant, especially for millennial viewers. BHPS itself has taken off entirely through a digital approach lately. A combination of both mediums (digital and on-ground) is what we believe will really sustain our work.

How Keeping Music at the Heart of Bacardi’s Identity Helped it Create Strong Brand Recall

A lanky young musician made an unusual request to <keyword id="117099" type="PERSON" weightage="100" keywordseo="Raghu-Dixit">Raghu Dixit</keyword>. He wanted the frontman of <keyword id="1108832" type="ENTERTAINMENT" weightage="100" keywordseo="The-Raghu-Dixit-Project">The Raghu Dixit Project</keyword> to listen to his demo. 
 
The maestro obliged, but with a catch. 
 
He wouldn't accept it for free and instead pay for the CD. The fan initially refused, but finally accepted a Rs. 500 note grudgingly. 
 
Dixit tells him, “If you yourself don’t think your music is worth charging, no one will pay for it either”. 
 
That’s him in a nutshell. Cutting the crap, and straight from the heart. 
 
We took our chances, and asked for a chat over coffe. He agreed, and even bought us coffee. 
 
What has been keeping Raghu Dixit busy these days? 
 
Lots of stuff man! Travelling, performing and three movies. 
 
You’ve been working hard to revive folk music. How’s that going? 
 
There is no question of reviving it. Folk or ethnic music wasn't dead in the first place. And, more importantly, who am I to revive it! We’re just presenting it in a different way. It’s like watching a baby being dressed differently every day. 
 
How has the response been so far? 
 
Well, I’m earning my bread and butter. So I guess it’s going well. We can’t complain. 
 
Is it increasingly difficult for musicians to monetize their music now? 
 
Not at all. It’s very easy to make money provided you’re making good music. If you’re a musician who’s not making money, it could mostly mean that you’re not making good music. 
 
If you do anything right, you’re bound to make money. 
 
How do you ensure you do everything right? 
 
People will tell you if it’s good music or bad. 
 
If they’re standing and seeing you perform at a music festival instead of drinking alcohol that’s in their hand, it means they’re interested, and your music is good. The next time they’ll bring 10 more people with them to watch you perform. 
 
How are music festivals helping young musicians? 
 
Without a doubt music festivals are a great help for young musicians, but they also play a role in letting the audience find new music. For example, people who would have come to a festival thinking, “I’m going to listen to Nucleya”, would have also discovered an artist called Raghu Dixit playing, and vice-versa. That’s why festivals are so great. They introduce the people to new talent and encourage the musician to grow, and learn something new. 
 
A few upcoming musicians and bands you think have immense potential. 
 
To name a few, I’m very excited about Shadow and Light. They have brilliant music. Then there’s Dhruv Vishvanath who’s equally good and Parvaaz. 
 
What are the most played tracks on your playlist right now? 
 
I’m listening to Graceland by Paul Simon. I’m also listening to a lady called Loreena McKennitt, who’s an Irish folk musician, but with lot of Middle-European and eastern touches. Her album’s called ‘The Mask and the Mirror’. 
 
How do you think social media helps new musicians? 
 
Social media only helps in spreading the word. It’s your music that eventually matters. 
 
What’s holding the Indian music industry back from organizing more music festivals? 
 
Right now, there’s a huge gap between supply and demand of artists. The festivals are forced to repeat acts across festivals, mainly because they sell tickets. At the end of the day every festival wants to make money. They can’t always be a charity that’s promoting new talent. It could only be a part like ‘the Other Stage’ at NH 7. 
 
At the end <a href="http://www.businessinsider.in/searchresult.cms?query=NH7">NH 7</a> has to sell. That’s why you see <a href="http://www.businessinsider.in/the-doctors-of-bollywood/a-r-rahman/slideshow/49258869.cms">A.R Rahman</a> and <a href="http://www.businessinsider.in/searchresult.cms?query=amit+trivedi">Amit Trivedi </a>performing there – which we could never have imagined few years back. 
 
This dearth of more musicians who can sell tickets needs to be cut short. There’s always red tape. You have to take 26 different permissions for a music festival, and the corruption with each of these signatures is enough to starve out an event company to put up a show like that. The fact that the Delhi and Maharashtra government didn’t do that in last year’s NH 7 is a great sign. 
 
Three tips for young musicians 
 
#1 Work your ass off to make your music beautiful. That should be your ultimate priority. 
 
#2 Don’t self judge, or pat yourself on the back. Wait for other people to tell you your music is beautiful and it changed their perspective. That’s when you know you’re going the right way. 
 
#3 Ensure that you keep some money for marketing and PR. Branding yourself or your band is as important as churning out good <a href="http://www.businessinsider.in/This-incredibly-intricate-machine-uses-nothing-but-marbles-to-make-music/articleshow/51228519.cms">music</a>.

Exclusive: In conversation with the No-Nonsense Musician – Raghu Dixit

Starting off this month, with <keyword id="57704" type="COMPANY" weightage="20" keywordseo="Shillong">Shillong</keyword>, Only Much Louder’s NH7 <keyword id="142259" type="COMPANY" weightage="20" keywordseo="Weekender">weekender</keyword> in its seventh edition, is coming back with a bang! 
 
Since 2010 when the festival started , over 100 artists across diverse music genres have played at the Weekender each year. 
 Business Insider caught up with the buzzing CEO of Only Much Louder, <keyword id="150111" type="PERSON" weightage="100" keywordseo="Vijay-Nair">Vijay Nair</keyword> to find out why weekender is India’s only platform for <keyword id="827435" type="UNKNOWN" weightage="20" keywordseo="independent-music">independent music</keyword> performances. ‘ When we started <keyword id="326204" type="ORGANIZATION" weightage="20" keywordseo="OML">OML</keyword>, it was all about supporting and managing artists. I think the reason we got so huge has been just Word of mouth. We started with Pune and we have quickly been adding multiple cities since the first Weekender. We have organised 17 NH7 weekenders so far and we don’t intend on stopping anytime soon.’ 
 <keyword id="6357049" type="PERSON" weightage="20" keywordseo="Nair">Nair</keyword> thinks that India has so much undiscovered talent that is waiting to be unearthed,’ Our artist lineups are a big mix, from someone like AR <keyword id="11852" type="PERSON" weightage="20" keywordseo="Rahman">Rahman</keyword> whom people had never seen live to fresh new faces who are playing their first gig at the fest, we have a great variety.’ 
 
On the lineup in each city, he says,’What works in one city might not work everywhere. We certainly keep the audience in mind before even doing one-day fests. What we have seen that most Indians are open to experimentation; they just don’t like Rock, Metal, Indie or Pop, they are willing to listen to different artists and sample everything, even though they might have their favourites.’ 
 This year, OML disappointed Delhi by skipping the city altogether and Nair was very practical about it,’ The problem is that Delhi kids don’t want to travel; to <keyword id="61537" type="CITY" weightage="20" keywordseo="Dwarka">Dwarka</keyword> or to <keyword id="6356788" type="COMPANY" weightage="20" keywordseo="Greater-Noida">Greater Noida</keyword> where we found suitable venues. In Central and south Delhi, we face a lot of issues with Government policies and controlled venues, so we decided to skip it and focus on our two biggest NH7s- Shillong and Pune.’ 
 
While many die-hard Delhi fans might decide to travel north-east to hear their favorite artists live, we decided to give you a glimpse into the colourful musical Mecca that is the Weekender. 
 
Slide and cruise along. 
 
Images credits: NH7 Weekender

EXCLUSIVE: OML founder Vijay Nair talks about NH7 weekender and why the fest is not happening in Delhi this year

<ul><li>Shares of <keyword id="125145" type="General" weightage="20" keywordseo="nazara-technologies" source="Orion">Nazara Technologies</keyword> gained today as the company’s subsidiary NODWIN Gaming acquired the gaming and adjacent IP business of OML Entertainment for ₹73 crore.</li><li>OML Entertainment is known for managing some of India’s biggest gaming and entertainment creators such as Tanmay Bhat, Samay Raina, Suhani Shah etc.</li><li>This is the third acquisition by the gaming company after it got listed on the Indian stock exchange on March 30, 2021.</li></ul><keyword id="12133115" type="General" weightage="20" keywordseo="gaming-company-nazara" source="Orion">Gaming company Nazara</keyword> Technologies has made its third acquisition this year by buying the gaming and adjacent intellectual property (IP) business of OML Entertainment for ₹73 crore through its subsidiary NODWIN. Earlier in 2021, the company had acquired gaming platform OpenPlay and gaming agency PublishMe. Shares of the company gained 4% on Monday, after it announced the acquisition on Friday, September 17, after market hours. OML Entertainment is known for managing gaming and entertainment creators such as Tanmay Bhat, Samay Raina, Suhani Shah, among others. And also for owning and executing IPs such as the BACARDÍ NH7 Weekender, LOLstars, Headliners, hip-hop league – Breezer Vivid Shuffle, among others. “We strongly believe that continuous growth in the IP portfolio is central to building a vibrant ecosystem of fans, talent, broadcasters and brands,” said Akshat Rathee, managing director, at NODWIN Gaming. Rakesh Jhunjhunwala owns 10.82% stake or 32.94 lakh shares in Nazara Technologies. Some of Nazara’s top acquisitions <table style="border-width: initial; border-style: none;" class="redcator-table-advance"></colgroup><tbody><tr><td style="border-left:solid #cccccc 0.8333325pt;border-right:solid #cccccc 0.8333325pt;border-bottom:solid #cccccc 0.8333325pt;border-top:solid #cccccc 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">Startup </td><td style="border-left:solid #cccccc 0.8333325pt;border-right:solid #cccccc 0.8333325pt;border-bottom:solid #cccccc 0.8333325pt;border-top:solid #cccccc 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">Sector </td><td style="border-left:solid #cccccc 0.8333325pt;border-right:solid #cccccc 0.8333325pt;border-bottom:solid #cccccc 0.8333325pt;border-top:solid #cccccc 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">Investment </td></tr><tr><td style="border-left:solid #cccccc 0.8333325pt;border-right:solid #cccccc 0.8333325pt;border-bottom:solid #cccccc 0.8333325pt;border-top:solid #cccccc 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">OpenPlay </td><td style="border-left:solid #cccccc 0.8333325pt;border-right:solid #cccccc 0.8333325pt;border-bottom:solid #cccccc 0.8333325pt;border-top:solid #cccccc 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">Multi-game consumer gaming platform </td><td style="border-left:solid #cccccc 0.8333325pt;border-right:solid #cccccc 0.8333325pt;border-bottom:solid #cccccc 0.8333325pt;border-top:solid #cccccc 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">₹186.4 crore </td></tr><tr><td style="border-left:solid #cccccc 0.8333325pt;border-right:solid #cccccc 0.8333325pt;border-bottom:solid #cccccc 0.8333325pt;border-top:solid #cccccc 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">PublishMe </td><td style="border-left:solid #cccccc 0.8333325pt;border-right:solid #cccccc 0.8333325pt;border-bottom:solid #cccccc 0.8333325pt;border-top:solid #cccccc 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">Mobile game publishing agency </td><td style="border-left:solid #cccccc 0.8333325pt;border-right:solid #cccccc 0.8333325pt;border-bottom:solid #cccccc 0.8333325pt;border-top:solid #cccccc 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">₹20 crore </td></tr><tr><td style="border-left:solid #cccccc 0.8333325pt;border-right:solid #cccccc 0.8333325pt;border-bottom:solid #cccccc 0.8333325pt;border-top:solid #cccccc 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">Paper Boat Apps </td><td style="border-left:solid #cccccc 0.8333325pt;border-right:solid #cccccc 0.8333325pt;border-bottom:solid #cccccc 0.8333325pt;border-top:solid #cccccc 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">Mumbai-based indie studio </td><td style="border-left:solid #cccccc 0.8333325pt;border-right:solid #cccccc 0.8333325pt;border-bottom:solid #cccccc 0.8333325pt;border-top:solid #cccccc 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">₹83.5 crore </td></tr><tr><td style="border-left:solid #cccccc 0.8333325pt;border-right:solid #cccccc 0.8333325pt;border-bottom:solid #cccccc 0.8333325pt;border-top:solid #cccccc 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">Sports Unity </td><td style="border-left:solid #cccccc 0.8333325pt;border-right:solid #cccccc 0.8333325pt;border-bottom:solid #cccccc 0.8333325pt;border-top:solid #cccccc 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">Creator of multiplayer quiz called Qunami </td><td style="border-left:solid #cccccc 0.8333325pt;border-right:solid #cccccc 0.8333325pt;border-bottom:solid #cccccc 0.8333325pt;border-top:solid #cccccc 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">₹7.5 crore </td></tr><tr><td style="border-left:solid #cccccc 0.8333325pt;border-right:solid #cccccc 0.8333325pt;border-bottom:solid #cccccc 0.8333325pt;border-top:solid #cccccc 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">Sportskeeda </td><td style="border-left:solid #cccccc 0.8333325pt;border-right:solid #cccccc 0.8333325pt;border-bottom:solid #cccccc 0.8333325pt;border-top:solid #cccccc 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">Sports media platform </td><td style="border-left:solid #cccccc 0.8333325pt;border-right:solid #cccccc 0.8333325pt;border-bottom:solid #cccccc 0.8333325pt;border-top:solid #cccccc 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">₹44 crore </td></tr><tr><td style="border-left:solid #cccccc 0.8333325pt;border-right:solid #cccccc 0.8333325pt;border-bottom:solid #cccccc 0.8333325pt;border-top:solid #cccccc 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">Bakbuck </td><td style="border-left:solid #cccccc 0.8333325pt;border-right:solid #cccccc 0.8333325pt;border-bottom:solid #cccccc 0.8333325pt;border-top:solid #cccccc 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">Local languages gaming platform </td><td style="border-left:solid #cccccc 0.8333325pt;border-right:solid #cccccc 0.8333325pt;border-bottom:solid #cccccc 0.8333325pt;border-top:solid #cccccc 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">Undisclosed </td></tr><tr><td style="border-left:solid #cccccc 0.8333325pt;border-right:solid #cccccc 0.8333325pt;border-bottom:solid #cccccc 0.8333325pt;border-top:solid #cccccc 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">Halaplay </td><td style="border-left:solid #cccccc 0.8333325pt;border-right:solid #cccccc 0.8333325pt;border-bottom:solid #cccccc 0.8333325pt;border-top:solid #cccccc 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">Fantasy gaming platform </td><td style="border-left:solid #cccccc 0.8333325pt;border-right:solid #cccccc 0.8333325pt;border-bottom:solid #cccccc 0.8333325pt;border-top:solid #cccccc 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">₹40 crore </td></tr></tbody><tbody></tbody><tbody></tbody></table>The acquired company’s total revenue during FY20 (pre-COVID) was ₹91 crore. The company says this transaction allows NODWIN Gaming to massify gaming and esports by tapping into emerging synergies in gaming entertainment that a 14 to 30-year-old is looking for. <div type="image" title="Nazara teh chart" height="900" width="1200" msid="86364334" hostid="261"></div> Shares of the company have gained 35% after it debuted on March 30 with a blockbuster listing at 81% premium to its issue price. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/cryptocurrency/news/the-crypto-market-is-stuck-in-a-lul/slidelist/86361083.cms">The crypto market is stuck in a lul</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/personal-finance/news/how-you-can-invest-money-in-unlisted-companies-or-private-companies/articleshow/86361800.cms">Want to invest in unlisted companies like Ola, Paytm or Byju’s? Here is how you can do it</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/news/facebook-appoints-former-ias-officer-as-head-of-public-policy-a-year-after-ankhi-das-quit/articleshow/86362701.cms">Facebook appoints former IAS officer as head of public policy, a year after Ankhi Das quit</a>

Rakesh Jhunjhunwala-backed Nazara Technologies’ shares up on another acquisition this year

<ul><li>As we come closer to the end of 2021, we take a look back at a few learnings from the year, and talk to experts from different industries about what lies ahead.</li><li>In today's feature, we bring you prominent voices from the <keyword id="2014281" type="General" weightage="100" keywordseo="ooh" source="Orion">OOH</keyword> and <keyword id="1784761" type="General" weightage="20" keywordseo="experiential" source="Orion">Experiential</keyword> industry who tell us about their expectations from 2022.</li></ul>For years, the Indian Out-of-home (OOH) industry has depended on traditional way of measuring the success of its campaigns which has led to marketers spending less on the medium. With the advent of the digital medium and the marriage of technology, almost all mediums have become more accountable, easily measurable. OOH, however, has taken it time to embrace data and technology. The industry has been long working on a measurement system that will help advertisers better understand the effectiveness of their campaigns and there is hope that in 2022, this system will be up and running, which will be that much-needed boost for the industry. Since the pandemic, OOH has suffered, and most experts feel this measurement system will help the medium get back in the game, and even help make it one of the most effective mediums. Meanwhile, another medium which suffered massive losses due to the pandemic was experiential and live events. The lockdown ensured that people are stuck at their homes. It led to the cancellation of many events. While things were slowly starting to get back to normal at the end of 2020, things came to a complete standstill again, once the country was hit by the second wave in April-May this year. There was hope of things slowly limping towards normalcy with the Covid numbers going down but the spread of Omicron again has put a question mark on the way things progress next year. To understand how things are expected to pan out for both the OOH and Experiential industry in 2022, we spoke to some prominent voices from both the industries and here are their predictions: <keyword id="939652" type="General" weightage="20" keywordseo="noomi-mehta" source="Orion">Noomi Mehta</keyword>, Chairman &amp; MD, Selvel One <div type="image" title="Noomi." msid="88546058" hostid="261"></div> Measurement to revolutionize Indian OOH There is hope that 2022 will be a standout year for Indian OOH. The industry association has been working on a common currency of measurement and there is hope that we will be able to launch it in the next few months. Once that happens, OOH will not just become more accountable with effective measurement, we will be able to prove that it is perhaps one of the most effective mediums, owing to its reach and impact. While business has been slow, there is hope things will pick up in 2022. We will see the coming together of digital and technology that will help make OOH much more stronger than its current form. <keyword id="2406965" type="General" weightage="20" keywordseo="atul-shrivastava" source="Orion">Atul Shrivastava</keyword>, CEO, Laqshya Media Group <div type="image" title="atul-main-image" msid="88546322" hostid="261"></div> The year of convergence of OOH and Digital The cliché is more apt than ever before: 2022 will be one of the defining years for both OOH and Experiential media. Needless to add, this is apropos the challenges that were 2020 and 2021. The application of technology and analytics will be the primary trend that we shall hope to see for both the verticals. However, important to point out that it will be the intelligent application of technology that will separate the men from the boys. Convergence between OOH and digital media will make its presence felt in India – and help OOH garner a larger, a more significant share of marketing spends, and indeed a more serious share of the brand managers’ mindspace. Experiential marketing must go/will go far beyond physicality and capitalise on the brilliant ideas and experiences that our agencies can conceive – and again receive the attention that it truly deserves. Overall, we hope that India becomes more democratic in its marketing processes – look at wider audiences and increases her per capita <keyword id="35666" type="General" weightage="20" keywordseo="advertising" source="Orion">advertising</keyword> spend – which lags significantly behind the more developed markets. Aman Nanda, Chief Strategy Officer, Times Innovative Media <div type="image" title="Image." msid="88546370" hostid="261"></div> Out of home to move Beyond just Brand Advertising OOH advertising has been primarily used for Brand marketing campaigns. Originally, the focus of OOH was to drive high impact and enhance brand awareness. While it still has the potential to do that, we believe now OOH is powered enough to drive tactical brand objectives. Whether it means to target only students near colleges, or to target CXO’s in the morning drive time or to drive sales to the nearest store – out-of-home media is now evolved enough to deliver it. DOOH and PDOOH are growing faster than any other advertising format as a result we are able to offer pin-pointed campaigns – ranging from few hours to multi-years and deliver logic and rationale for ad placement through programmatic and planning tools. OOH also helps now, like no other media, to deliver online response through phones. This ability of OOH to amplify the online activity and drive offline sales is being embraced by brands and will help OOH grow multi-fold in near future. Nandini Nayyar, Associate Vice President, <keyword id="2091244" type="General" weightage="20" keywordseo="kinetic-india" source="Orion">Kinetic India</keyword> <div type="image" title="nandini" msid="88547222" hostid="261"></div> OOH has seen a lot of disruption, integration, upgradation, and use of contextually targeted campaigns in 2021. A media that has shown high level of resilience and managed to bounce back with the caliber of allowing high consumer interaction as mobility numbers seemed back in order post the pandemic slowdown from the months of August onwards. Organizations like Kinetic India worked towards heavy data ammunitions to back the medium across cities and important touchpoints saw a lot of revival. DOOH, most importantly programmatic way of functioning in particular was in vogue across airports&amp; mall. Cinema as a touch point saw a huge boom with big titles releasing across movie theatres. Clients who were unlikely to advertise through OOH formats in the pre-Covid times reflected a sudden interest in the data backed OOH formats and with Digital, we saw brands advertising through OOH as second preferred medium for a continuous reminder. 2022 will also have its own trend in the OOH, where brands will be mindful of the Omicron and its effects and spends will again be partially dependent on the mobility numbers and seasonality across the cities for various categories. The OOH agencies will need to be cognizant of the situation, brand requirements, act flexible, be spontaneous with their bespoke data driven approach &amp; close on long term deals for better efficiencies across relevant touchpoints. Agencies will also need to move towards transitioning and educating their clients towards investing programmatically on digital OOH formats for the desired ROI. <keyword id="52304" type="General" weightage="20" keywordseo="roshan-abbas" source="Orion">Roshan Abbas</keyword>, MD, Geometry Encompass <div type="image" title="Roshan Abbas, President, EEMA (1)" msid="88546575" hostid="261"></div> Time for brands to build live experiences In a world of revenge travel and revenge shopping there will be a surge of live experiences. Tickets to concerts are selling out in minutes. NH7 Weekender early bird, India Bike Week, spoken all are returning slowly. It’s time for brands to take advantage and build live experiences. To keep these safe will be paramount so vaccine passes and apps are a must. We have relegated the virtual to the essential. So most knowledge-based events and experiences will have hybrid components to satisfy the remote audience. This will also lead to a surge of all on ground events having a broadcast component. Sanjoy K Roy, Managing Director, Teamwork Arts <div type="image" title="Sanjoy K Roy - MD Teamwork Arts @ JLF 2015 Curtain Raiser (3)" msid="88549459" hostid="261"></div> Hybrid events will continue to dominate 2022 will be dependent on the world opening up and dealing with new variants of Covid -19. Even as digital fatigue abounds and people long for on ground events, celebrations and conferences, there is wish to return to the old `normal’. This is unlikely to play out, hybrid events will continue to dominate with organizers trying to improve the virtual experience and convert these from cookie cutter formats to more endearing and immersive programs. Tech continues to power forward looking to create more opportunities to control our motivations and experiences by ensuring flawless online delivery. <keyword id="1586079" type="General" weightage="20" keywordseo="dalveer-singh" source="Orion">Dalveer Singh</keyword>, Head of Experiential Marketing - APAC, GroupM Dialogue Factory <div type="image" title="Dalveer Singh, , Head of Experiential Marketing- APAC, Dialogue Factory (1)" msid="88546762" hostid="261"></div> 2022 the year of taking ‘Store to the Door’ The experiential marketing space has been fast changing in the last 5 years and more so in the last couple of months and seems will continue to disrupt. The last two years have been a rollercoaster ride for this highly specialized practice. The biggest trend that we see unfolding in 2022 in this space will be to take the store experience to the door of the consumers across geographies including metros, mini metros, semi-urban &amp; rural cities. The store experiences could be in the form of any of these: AVATARS – Kirana store, General store, modern trade outlet, Pharmacy, Showroom, Mall or Multiplex etc. It will be all about bringing the brand and brand experiences closer to where the consumer lives. The store-to-door experience must marry the best of both physical and digital brand assets, thus creating strong hybrid experiences. All this needs to have a creative spin that surprises, entertains and drives both brand equity as well as brand sales. C ya @ the door!

What 2022 has in store for the Indian Out-of-Home and Experiential industry

As the sun set on <keyword id="1968003" type="UNKNOWN" weightage="20" keywordseo="Vh1-Supersonic">Vh1 Supersonic</keyword>, <keyword id="2094" type="COMPANY" weightage="20" keywordseo="Pune">Pune</keyword> last week, we couldn’t help feeling that maybe Pune has become the mecca of Indian music festivals. 
The three-day festival set a new benchmark with its final electrifying lineup and mesmerizing experiences even as it trailed music festivals like Nh7 Weekender and Sunburn. 
 
<a href="http://www.businessinsider.in/relive-romantic-bollywood-movie-experiences-with-airbnb/articleshow/57147388.cms">ALSO READ: Relive Romantic Bollywood Movie Experiences with Airbnb</a> 
 The fourth edition of Vh1 Supersonic witnessed a lot of love from its audience through their overwhelming response to the festival’s transformation. Thousands of music lovers united at <keyword id="2131571" type="UNKNOWN" weightage="20" keywordseo="Laxmi-Lawns">Laxmi Lawns</keyword> to experience the biggest names in international music such as Eric Prydz, Macklemore, and Zedd. 
 
<a href="http://www.businessinsider.in/the-indian-food-tech-industry-grew-at-a-staggering-150-in-order-volumes-in-2016/articleshow/57029094.cms">ALSO READ: The Indian Food-tech industry grew at 150% in order volumes in 2016</a> 
​ 
Let us take you on a pictorial tour of Vh1 Supersonic to give you a glimpse into what you missed.

Why Vh1 Supersonic was the festival to beat in Pune

<div class="KonaFilter image-container display-table"><div><div class="image on-image">Getty Images</div></div></div>Super Bowl weekend is right around the corner, and while most of us will probably be watching the big game, those who aren't that into football might want to consider hitting the mountains.According to <a href="http://snowbowl50.liftopia.com/?utm_source=pr&amp;utm_medium=pressrelease&amp;utm_campaign=snowbowl50">Liftopia</a>, a site that allows advance bookings of lift tickets and mountain activities, Super Bowl Sunday is one of the best days of the year to hit the slopes. Since about one-third of the US population is expected to be watching the game that day, most mountains will have smaller crowds (aka shorter lift lines) and lift ticket deals to go along with it. The website is seeing savings of up to 50% on lift tickets for that weekend.<div class="KonaFilter image-container display-table"><div><div class="image on-image">Cameron Spencer/Getty Images</div></div></div>To give you a sense of the numbers, here's a sample of some of the lift ticket deals currently offered through Liftopia on Super Bowl Sunday:California· At Mount Baldy save 36% with lift tickets starting at $43.99· At Snow Valley save 35% with lift tickets starting at $42· At Sierra at Tahoe save 24% with lift tickets starting at $70· At Homewood save 32% with lift tickets plus rental starting at $88· At Boreal save 27% with lift tickets starting at $46.99Colorado· At Copper Mountain save 65% with lift tickets starting at $50· At Sunlight Mountain Resort save 27% with lift tickets starting at $43· At Arapahoe Basin save 20% with lift tickets starting at $70.99· At Winter Park save 22% with lift tickets starting at $113New England/New York· At Whiteface Lake Placid (NY) save 35% with lift tickets starting at $59· At Plattekill (NY) Mountain save 39% with lift tickets starting at $36· At Mount Snow (VT) save 25% with lift tickets starting at $70· At Waterville Valley (NH) save 30% with lift tickets starting at $53· At Sugarloaf (ME) save 20% with lift tickets starting at $68· At Killington (VT) save 17% with lift tickets tarting at $78· At Okemo (VT) save 25% with lift tickets starting at $72· At Gunstock (NH) save 32% with lift tickets starting at $55Other Regions· At Snowy Range (WY) save 31% with lift tickets starting at $30· At Mission Ridge (WA) save 27% with lift tickets starting at $40· At Crystal Mountain (MI) save 36% with lift tickets starting at $45· At Ski Apache (NM) save 22% with lift tickets starting at $52· At Shawnee (PA) save 22% with lift tickets starting at $46· At Canaan Valley (WV) save 27% with lift tickets starting at $47· At Taos (NM) save 18% with lift tickets starting at $70*Note that these prices are based on availability and subject to change. The graphic below shows the discounts offered on Sundays before and after Super Bowl weekend, as well as on the day of the game (based on Liftopia's bookings). <div class="KonaFilter image-container display-table"><div><div class="image"><a href="http://www.liftopia.com/">Liftopia</a></div></div></div>The data shows that February 7, 2016 (Super Bowl Sunday), is seeing the highest discounts at the moment. "On Super Bowl Sunday, resorts historically see half the crowds compared to other peak-season Sundays, particularly in markets where teams are playing," said Evan Reece, co-founder and CEO of Liftopia."This makes it one of the best days of the year to spend some time on the mountain with friends enjoying the snow and fresh air." The best part is, you can get a few runs in and still catch the game, all in one day. <div class="margin-top"> <h3>NOW WATCH: <a href="http://www.businessinsider.com/highlands-bowl-hike-2016-1">This rigorous climb up a Colorado mountain leads to the most beautiful skiing</a></h3> <div> <div> <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="Q5aWcxMDE6R0SWoniFrLKsk26icusG26" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div> </div> </div> </div>

Here's why Super Bowl Sunday is one of the best days of the year to hit the slopes

Be it land, apartments or commercial realty, every investor wants to own a property on which he can get attractive returns. But, investing in <keyword id="6354553" type="COMPANY" weightage="20" keywordseo="real-estate">real estate</keyword>, especially in cities and metropolitans, is an expensive affair. 
 
In such a scenario, investing in offbeat locations, which require modest investment, could prove to be beneficial. It is the fringes of the cities that are giving attractive investment options today. 
 
The potential is being tapped by developers, who are offering better options to investors in these suburbs. If chosen wisely, these offbeat options can offer significant returns over low investments. 
 
Earlier also, we had highlighted few offbeat locations in Maharashtra and Tamil Nadu that could be a great investing option. Here are few more places that have great scope for investment. 
 
Nagpur, Saswad, Raigad- Maharashtra 
 
These three places in Maharashtra are well-connected with rest of the Maharashtra and are becoming popular among investors. Let’s start with Nagpur. 
 
Nagpur: It is the third largest city of Maharashtra and as per a recent survey, conducted by ABP News-Ipsos, Nagpur has been identified as best city in India. 
 
Nagpur is one of the emerging metropolises and has registered significant growth, making it an attractive destination for real estate developers. There are several development projects underway here. The multi-modal International Cargo Hub and Airport at Nagpur (MIHAN) is the biggest development project, which aims to convert airport into a cargo hub with integrated road and railway connectivity. 
TCS, one of the India’s largest IT company, is building campus in the city and Infosys has also started construction of its Nagpur campus. The city has several prestigious educational institutes as well. 
 
Nagpur will soon have its own metro. Recently, the Maharashtra government signed a Memorandum of Understanding (MoU) with Cisco for making Nagpur a smart and safe city. 
 
Also, Nagpur is a few hours away from Mumbai and Pune. Besides the economic and infrastructural developments, the city also has various public attractions. Sitabuldi Fort and Seminary Hill are few of the attractive tourist locations in Nagpur. 
 
Saswad: Saswad is just 31 km away from Pune railway station and is well connected via city buses too. 
 
The area is in proximity to Jejuri MIDC and Lonand MIDC, amongst others. Saswad also has a number of educational institutes such as Saint Joseph English Medium School, Waghire High School and Waghire College. 
 
Saswad is an ideal location for tourists and is a weekend getaway. The area has many attractive tourist destinations like Jejuri, Malhargad Fort and Purandar Fort amongst others. The place is a perfect match for trekking and exploring. The area has a rich history and cultural heritage. 
 
The location will be viable for land or second home investment. The city is still developing and owing to its proximity to Pune, it has the potential for growth. You can enter with low investment and end up getting profits. The prime benefit in investing in this area is in close proximity to industrial areas, metropolitan city and tourist spots. The infrastructural development in and around the area makes it ideal for investment especially in land. 
 
Raigad: Raigad, a district in Maharashtra, is 84 km away from Mumbai and 110 km from Pune. Panvel, Alibag, Mangaon, Roha, Pen, Khopoli, Kharghar, Taloja, Khalapur, Uran, Patalganga, Rasayani, Nagothana, Poladpur, Alibag, Karjat and Mahad fall under this district. 
 
Raigad is connected to Mumbai through Sion-Panvel Expressway and is accessible via Mumbai-Pune expressway, NH-7 and NH-17. The Maharashtra government is working on a proposal to develop a private smart city at Pen in Raigad district. 
 
Raigad is close to places like Lonavala and Khandala and the presence of Adlabs Imagica, Ballaleshwar Ashtavinayaka temple in the vicinity makes it an ideal location for a getaway. 
 
The area has institutes like Dr. Babasaheb Ambedkar Technological University, which is the only technical university in Maharashtra. The location has tremendous growth potential making it a promising investment destination. 
 
Trichy, Tamil Nadu 
 
Tiruchirappalli, also known as Trichy, is on the smart city list. Located 322 km south of Chennai and 379 km north of Kanyakumari, it is the fourth largest urban agglomeration in the state. 
 
The city was ranked second cleanest city, according to recent Swachh Bharat Abhiyan survey. 
 
Trichy is a major engineering equipment manufacturing and fabrication hub. Industrial units such as Bharat Heavy Electricals Limited (BHEL), Golden Rock Railway Workshop and Ordnance Factory Tiruchirappalli (OFT) have factories here. This has lead to significant rise in employment opportunities. 
 
The city is well connected with government owned buses and auto-rickshaws. Trichy is located in close proximity to two prominent National Highways, NH 45 and NH-67. The Railway Heritage centre was inaugurated in 2014 and International airport is only five km away from the main city. The city has various reputed educational institutes like Indian Institute of Management, National Institute of Technology amongst others. Buying land or second home in the city or at the outskirts will be beneficial because of the infrastructural growth in and around the city. 
 
All in all, adding these destinations in your investment portfolio can be a wise decision. Apart from selecting the right location, it is equally important to choose a well reputed developer. It would be ideal to select a developer who has lot of projects in the outskirts and considerable knowledge to manage such investments. 
 
(Author of this article is Lansel D`souza, Senior Vice President, Expat Projects and Development Pvt. Ltd.) 
 
(Image: Thinkstock)

Investing in these offbeat locations can promise huge returns. Find out

The indie-music scene is India booming and the direct result of that are the music festivals that have been cropping up, not just in the metros but tier-2 and tier-3 cities too. The music is varied; from integrating regional languages to mainstream pop music, to experiments with Indian folk music with western languages and genres, the audience has a lot of options, for every musical palate. 
 
With gigs happening with such fervor, the artists are benefiting; it’s no longer taboo to be a singer-songwriter as young bands from schools and colleges score an opportunity to showcase their talent. 
 
<a href="http://www.businessinsider.in/vh1-supersonic-2017-is-the-multi-genre-music-festival-you-should-be-attending/articleshow/57006545.cms">ALSO READ: Vh1 Supersonic 2017 is the multi-genre music fest you should be attending</a> 
 One such <keyword id="1244359" type="UNKNOWN" weightage="20" keywordseo="indie">indie</keyword> singer-songwriter from Mumbai raised two lakhs in under six hours of his <keyword id="990338" type="UNKNOWN" weightage="20" keywordseo="crowdfunding">crowdfunding</keyword> campaign, a feat that could’ve only been dreamt of in a country like ours where while the <keyword id="143" type="CITY" weightage="20" keywordseo="Bollywood">Bollywood</keyword> industry thrives, the independent <keyword id="6367711" type="UNKNOWN" weightage="20" keywordseo="Musicians">musicians</keyword> still struggle to get the limelight. 
 <keyword id="824043" type="COMPANY" weightage="20" keywordseo="Business-Insider">Business Insider</keyword> caught up with <keyword id="1355290" type="UNKNOWN" weightage="20" keywordseo="Tejas-Menon">Tejas Menon</keyword>, the man of the ‘music’ hour to chat about how crowdfunding an album makes sense for the musicians who want to ‘Make it happen’. 
 <keyword id="17256" type="PERSON" weightage="20" keywordseo="Menon">Menon</keyword> defines his music as ‘A range of influences including 80’s pop-rock, musical theater and adult-contemporary songwriters, developed into his unique style of lyric-heavy pop-rock.’ 
 The singer has played in popular music festivals like <keyword id="15277" type="PERSON" weightage="20" keywordseo="bacardi">Bacardi</keyword> NH7 Weekender, Kala Ghoda Arts Festival, and Mahindra Blues Festival and he is comfortable both with playing in a band and just by himself and his acoustic guitar. 
 
<a href="http://www.businessinsider.in/heres-how-you-could-become-a-filmmaker-at-kala-ghoda-festival-2017-with-snapdeal/articleshow/56998397.cms">ALSO READ: Here’s how you could become a filmmaker at Kala Ghoda Festival 2017 with Snapdeal</a> 
 
''For someone who released his first EP(Extended Play) ‘Small Victories’ in late 2014, I’m finally ready to do a full-length album called ‘Make it happen’ which will feature 10 songs. In the past two years, I did try to get a label on board for this but I felt that after performing all over the country, I’ll let the people who like my music help me out to do this by myself’’ he says, in an optimistic fervor. 
 
Taking the independent part to the next level literally, Menon believes that is easier than it has ever been to make a good album these days, however, good studios and album production still cost a great deal, wherein comes the crowd funding. 
 
 
 
The Campaign 
 Menon had started a campaign on the crowdfunding platform <keyword id="1927134" type="UNKNOWN" weightage="20" keywordseo="Wishberry">Wishberry</keyword>, which had an initial goal of Rs. 2 lakhs to be completed in 30 days, to fulfill costs like Studio Cost (Rs. 90000), Admin fees(Rs. 20000), Mixing (Rs. 50000), Mastering (Rs. 30000) and <keyword id="2426054" type="UNKNOWN" weightage="20" keywordseo="misc">Misc</keyword>. (Rs. 10000). As he’s hit the goal in under a day, the bigger goal has been set to Rs. 4 lakhs. 
 If he hits the new goal, <keyword id="6373601" type="PERSON" weightage="20" keywordseo="Vishal-Dadlani">Vishal Dadlani</keyword>, the frontman of one of the first indie bands, Pentagram will feature on his album for a song called ‘Kindness’. 
 
For the fans, by the fans 
 
The incentive for the fans here is multifold, as Menon has decided to use the funds to give out rewards in forms of a copy of an album, an artsy signed poster, a songbook with all the lyrics, a deluxe edition of the album due to release later in the year, free passes to his gigs and much more. 
 
The rewards increase with the contribution as the campaign allows you to fund the project either in categories, or you can also be the rogue one and contribute any amount without any expectation of a reward. 
 
Menon has already started working on the album and expects it to release by May, this year by when all the contributors can expect to start reaping the rewards that they’ve sown. 
 
Crowdfunding for the win 
 Menon isn’t the first artist to have crowdfunded his album, with artists like <keyword id="1144733" type="ENTERTAINMENT" weightage="20" keywordseo="Parvaaz">Parvaaz</keyword> with their album ‘<keyword id="226613" type="CITY" weightage="20" keywordseo="Baran">Baran</keyword>’ already doing it in 2014 and <keyword id="33360" type="UNKNOWN" weightage="20" keywordseo="Vasudha-Sharma">Vasudha Sharma</keyword>, another indie musician, did it for her album ‘Attuned spirits’ in 2013. 
 
''Crowdfunding is great as it reinstates the fact that they’re people who’re willing to back you up not just with compliments but with real investment, how big or small that might be,’’ says Menon about why he thinks it’s a great idea not just for social causes or businesses but also for creative geniuses to the likes of him. 
 
<a href="http://www.businessinsider.in/kfc-gives-customers-a-chance-to-taste-nashville-chicken-using-their-minds/articleshow/56952524.cms">ALSO READ: KFC gives customers a chance to taste ‘Nashville Chicken’ using their minds</a> 
 
The bursting artist in Menon lights up when we asked him what next if he hits the new monetary goal as 28 days are left to the campaign with it garnering a support of 85 backers with Rs. 3,59,170 collected and counting. 
 The 27-year old says that he’d like to collaborate with more artists and diversify his album further with Pop, Rock, Blues, Funk, R'nB, <keyword id="856224" type="UNKNOWN" weightage="20" keywordseo="electronica">Electronica</keyword> and Soul elements that he has used to create ''a seamless musical experience that has pushed well past his creative limits.’’ 
 
May the force be with this independent movement that is edging to change the way Indians consume and view music, forever. 
 
Check out the crowdfunding campaign <a href="https://www.wishberry.in/campaign/make-it-happen/#/campaign-new">here.</a>

Exclusive: This Indie-musician raised more than Two Lakhs in Six Hours through crowdfunding for his upcoming album

Ever dreamt of owning a property in the uber chic locales of South Mumbai, or maybe the posh Lutyens estates in Delhi or even the residential stronghold of Indiranagar in Bangalore? For most, it remains a pipe dream. It’s one thing to have the financial muscle to afford real estate in these localities, but you have to even pull strings, know the ‘right’ people and have a social standing to be considered a candidate for developers. For the majority of the aspirational middle class who dream of bolstering their financial and personal portfolio, is there then a different approach that could bring them closer to this dream? 
 
One place to begin with is the up and coming localities outside your mainstream metropolitan cities, which could result in substantial returns and also form a good future residential option. But buyers typically display hesitancy towards purchasing land in the outskirts of the cities. The primary reasons for their uncertainty are availability of basic amenities, the scope of economic and business growth, lack of entertainment and community options and the value of the investment. 
 
If chosen right, these typically off beat options can provide a double benefit of being affordable due to low rates now and would provide a substantial return on investment. Most of these locatlities are undiscovered location and have the huge potential for profits. Developers with a keen eye for future development plan projects accordingly and identifying them and choosing your localities well will define the success of your real estate endeavour. Be first to recognise the growth potential of these areas and invest wisely. We try and make it simpler for you through this article on some of the hottest investment destinations across 4 states of India. 
 
1.Lepakshi, Anantapur District, Andhra Pradesh 
 
Lepakshi is a charming area in the Southern state of Andhra Pradesh, 15 km east of Hindupur and 120 km north of Bengaluru. Not only is Lepakshi deep rooted culturally, but it is making a mark economically as well. Due to its proximity to important metros and industrial hubs combined with ease of accessibility, this area has great scope for real estate investment. The area is very close to the national highway, adjacent to the upcoming Lepakshi knowledge hub and only 50 minutes away from Bengaluru international airport. The unique point of this area is the fertility of land, development in nearby sectors and convenience as basic civic amenities are available. Lepakshi knowledge hub, which is a key highlight of the growing economic prowess of this area includes an Aerospace and Defence centre, education and innovation hub, free trade warehouses, health and wellness centres, a media and entertainment city, global village to name a few. 
 
The area is viable second home option for developers who already have projects or land in Lepakshi as it has availability of underground water pipe, electricity lines, fencing and fertile land. The Indian Institute of Science, Hindustan Aeronautics Limited, Bharat Electronics Ltd, DRDL, Bharatiya Agro Industries Foundation and Electronics Corporation India Limited are proposing to set up their units within the Lepakshi Knowledge Hub. Airbus, commercial aircraft manufacturers, also have proposed to set up shop in the area. Anantapur has potential of becoming an industrial hub for aircraft parts and maintenance. The growth rate of the location is promising as the scope of further development is high. 
 
2.Dharmapuri, Tamil Nadu 
 
Dharmapuri is a district situated in the northwest corner of Tamil Nadu, which came into existence in the year 1965. The present Dhramapuri was part of Salem district and even under British rule it was part of Taluks of Salem District. Investing in this location promises high returns, because of several places of interest like Hogenakkal Falls is 46 km away from the district. 
 
The location is currently under the Free Zone until explicit permission is being granted by the government to change it. The unique aspect of this area is the affordable rates. Investing in this area is easier because of clear titles and the land is close to major economic growth zone. Coupling this with the choice of an experienced and trustworthy developer will more or less ensure that the investment will be fruitful due to the massive scope of development. 
 
The NH 7 road is also being upgraded which will impact the connectivity and the road will bypass Dhrampuri, Kaveripattanam and Periyampatti on its way to Salem. Tanflora Infrastructure Park promoted by the Tamil Nadu Industrial Development Corporation adds another dimension to Dharmapuri. The venture promotes floriculture near Hosur and Tamil Nadu area, providing infrastructure, post harvest logistics and marketing facilities. 
 
3.Bagepalli Taluka, Chikaballapur District, Karnataka 
 
Bagepalli is a municipal town situated 100 km north of Bangalore and located in Chikballapur district. The destination is perfect for a weekend getaway with rich historical significance. Gummanayakana Palya, 20 km from Bagepalli, is comprised of Bagepalli Taluka portions of Hindupur and Kandukur in the Presidency state of Madras. 
 
Investing in this location will lead to good returns with purchase at low prices. All the basic amenities like water, electricity, medical centre and others along with infrastructure necessities are present in the town. The location is a mere 6 km away from Bengaluru- Hyderabad highway (NH-7) and 75 km away from Bengaluru international airport. 
 
KIADB (Karnataka Industrial Areas Development Board) has already acquired approximately 1000 acres for a major industrial plant in the vicinity which will lead to the rise of a prominent industrial hub in the future. The area has promising investing options for land, residential and vacation homes. Purchasing or investing a project in this area makes sound investment sense as the area is on the verge of industrial and government development. Connect with a developer who has a presence in the area as they can provide more amenities and fencing. 
 
4.Pavlani, Ratnagiri District, Mandangad Taluka, Maharashtra 
 
Pavlani Village is located in Ratnagiri district of Mandangad Taluka. The area is a popular tourist belt with a rich heritage. One of the favourite attractions is Harihareshwar beach which is surrounded by four hills. The primary rationale behind investing in this location is the threshold of developmental activities going around the area and around Dapoli. With the building of the Mumbai Sawantwadi Expressway going on, the proximity and connectivity will enhance. 
 
Another growth trigger is Dapoli place, which is few hours away from the location. The location of hills gives opportunity for adventurous sports and camping. The amenities are present and the land is suitable for agriculture. It is an ideal investment option, especially for those looking for investments close to Mumbai and Pune cities in Maharashtra. 
 
Dapoli is another town near Pavlani village, which has one of the oldest schools and notable agricultural university, Dr. Balasaheb Sawant Konkan Krishi Vidyapeeth. The area is undergoing development plans by the government and private players. The prices are low and have great potential for profits. 
 
Conclusion 
While there are many such hidden real estate gems across India with high growth potential, it takes an experienced eye to identify potential before it becomes mainstream knowledge and reaches saturation point, a feature you may have experienced regularly with suburbs outside the metros. Apart from identifying these locations, it is imperative that you choose a developer who is trustworthy by virtue of experience and past credentials in these locations so they know market movements and trends early on. Choose well on both fronts and there could be a financial windfall coming your way. 
 
(This article is written by Lansel D`souza, Senior Vice President, Expat Projects and Development Pvt. Ltd.) 
 
(Image : Thinkstock)

Hottest Investment Destinations

<div class="KonaFilter image-container display-table"><div><div class="image">APSylvia Mathews Burwell</div></div></div>
MANCHESTER, N.H. - Republican leaders plan on using the nomination of White House Office of Management and Budget Director Sylvia Mathews Burwell to succeed <a href="http://www.businessinsider.com/obama-sebelius-obamacare-resign-sylvia-burwell-2014-4" target="_blank">Kathleen Sebelius as Secretary of Health and Human Services</a> to conduct a full-fledged audit of the Affordable Care Act. 
Last weekend's Freedom Summit rally in New Hampshire provided a preview of how top Republicans hope Burwell's confirmation process will let them renew focus on "Obamacare," with polls indicating hammering the law could cement several GOP victories in the upcoming midterms. 
"She'll essentially be in charge of what's left of trying to make a system that hasn't been working very well work," Paul told reporters at an event in Dover on Friday. "So I think it's legitimate to ask her some questions on how she's going to make it better."
Burwell is almost certain to be confirmed - eventually. Senate rules changes last year ensured any presidential nominees only need a majority of Senators' votes to be confirmed. With the Democratic Senate majority, that means no Republicans will have to vote for Burwell. Instead, Republicans plan to use Burwell's confirmation hearings to take on Obamacare, which they're hoping will lead to a <a href="http://www.businessinsider.com/poll-obamacare-election-democrats-2014-4" target="_blank">political windfall</a> in the upcoming mid-term elections.
On Friday, Paul rattled off some of those potential questions that could pop up during Burwell's confirmation proceedings. What happens if rates go up significantly? How many people have fully enrolled in plans through the exchanges, including paying their premiums? Will employers scrap renewing their plans in the small-group market and push employees onto the exchanges? And will there be any unexpected surprises, such as patients learning they may have fewer options under their new plans?
Burwell's confirmation hearings will also be a time for Republicans to question her about some of the more controversial aspects of the law. For example, they will likely ask Burwell to explain why President Barack Obama kept making the now infamous promise people would be able to keep their insurance plans if they liked them.
"I hope this is the start of a candid conversation about Obamacare's shortcomings," Senate Minority Leader Mitch McConnell said in a statement reacting to Burwell's nomination last Thursday. 
Polls have continued to show <a href="http://www.businessinsider.com/poll-obamacare-election-democrats-2014-4" target="_blank">Obamacare could be a potent weapon for Republicans this campaign season</a>.
About eight in 10 voters say a candidate's stance on the law will be important when they vote this November, according to a new <a href="http://www.people-press.org/2014/04/10/more-republicans-see-health-care-stance-as-very-important-to-midterm-vote/" target="_blank">Pew Research-USA Today poll released last Thursday</a>. That includes more than half - 54 percent - who say it will be "very important."
The group rating Obamacare as "very important" is made up of many enthusiastic Republicans as well as Independent voters. By nearly a 2-1 margin, those who say the law will be "very important" in determining their vote disapprove of Obamacare.
Sebelius' resignation and Burwell's subsequent nomination can help keep the law in the news.
At the Freedom Summit on Saturday, Texas Sen. Ted Cruz said Sebelius' resignation served as the "latest reminder of the disaster of a failure that has been Obamacare." He also suggested this was a chance to re-examine Obamacare, and he used it as another opportunity to pledge Republicans would repeal "every single word" of the law.
"I think the reason Kathleen Sebelius resigned is that Senate Democrats are running scared," Cruz said. "They're terrified of how badly the harm Obamacare is causing millions of Americans, and they're looking for a scapegoat. They want to put Obamacare behind them, but the answer is not simply having one person resign. The answer is for congressional Democrats to realize this thing isn't working."
Tennessee Rep. Marsha Blackburn suggested Senate Republicans grill Burwell on enrollment numbers and the "math" of the law in an interview with Business Insider at the summit Saturday. Blackburn said Obama's selection of Burwell was a signal the administration "knows it has a math problem," hinting she doesn't believe the administration's figure of 7 million Obamacare enrollees.
"They know that their numbers are not going to work," said Blackburn. "They know something about that 7 million people who have gone to the website and supposedly signed up. They are realizing they are going to have to be spinning this. Whether it is not all of them have paid, or too large a number got subsidies, or there are too many Medicaid enrollees, or there are not enough young enrollees, in actuality, this is not going to be sustainable."

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