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<ul><li>Spotify’s latest campaign featuring <keyword id="1964215" type="COMPANY" weightage="20" keywordseo="Nucleya">Nucleya</keyword> is conceptualised by Leo Burnett. </li><li>The ads aim to encourage users to go Premium with ‘no ads.’</li></ul>Spotify’s latest campaign featuring Nucleya aka <keyword id="160847" type="PERSON" weightage="20" keywordseo="Udyan-Sagar">Udyan Sagar</keyword> encourages users to go Premium on the platform and takes a dig at in-app ads. Launched earlier this week, the ads highlight how to avoid ‘ads ki chik chik’ on Spotify. India is a value-conscious market, and the willingness to pay for music is negligible despite benefits such as ad free music, high quality sound, and unlimited offline listening. Keeping this in mind, the campaign, conceptualised by Leo Burnett, makes a case for the paid service offering - Spotify Premium - by focusing on an obvious pain point that interrupts a great music experience - ad breaks. <div type="Youtube" id="06SaW8r8Uxc" title="Ad free Music | Spotify Premium | India" thumbUrl="https://i.ytimg.com/vi/06SaW8r8Uxc/mqdefault.jpg"></div> Partnering with powerhouse artist Nucleya, the film takes on advertising clichés to a catchy tune. The campaign is a lighthearted anti-anthem for ads breaks, taking on category stereotypes such as exaggerated product shots, words, and imagery that advertising is still actively using, but the audiences are done and over with. Speaking about the campaign, Vikram Pandey (Spiky) National Creative Director, <keyword id="261687" type="COMPANY" weightage="20" keywordseo="Leo-Burnett-India">Leo Burnett India</keyword> said “We had a blast coming up with advertising clichés and typical executions that we have been seeing for decades. Collaborating with Nucleya and jamming with him over video calls was the highlight of this Spotify campaign. He is absolutely brilliant and so humble. I am sure the audiences will enjoy watching it as much as we did creating it. One of the team members had this idea of planting Easter eggs for Nucleya fans, by using titles of his tracks at various places. This worked wonderfully on social media.” The campaign has been released on digital platforms.

Spotify and Nucleya take a dig at in-app ads in its latest ad

<ul><li>'Gangubai Kathiawadi', directed by Sanjay Leela Bhansali and featuring Alia Bhatt, wins three technical awards at IIFA Rock night.</li><li>The film received awards for Cinematography (<keyword id="2558236" type="General" weightage="80" keywordseo="sudeep-chatterjee" source="Orion">Sudeep Chatterjee</keyword>), Screenplay (Sanjay Leela Bhansali and <keyword id="16753782" type="General" weightage="80" keywordseo="utkarshini-vashishtha" source="Orion">Utkarshini Vashishtha</keyword>), and Dialogue (Utkarshini <keyword id="3118360" type="General" weightage="80" keywordseo="vashishtha" source="Orion">Vashishtha</keyword> and Prakash Kapadia) at IIFA Rock night.</li><li>'Bhool Bhulaiyaa 2', the horror comedy directed by Anees Bazmee and starring Kartik Aaryan and Kiara Advani, secures two awards following 'Gangubai Kathiawadi'.</li></ul>Abu Dhabi, Sanjay Leela Bhansali's Alia Bhatt-starrer 'Gangubai Kathiawadi' bagged three technical awards at the IIFA Rock night, which marked the beginning of the three-day 23rd edition of the International Indian Film Academy and Awards (IIFA) at Yas Island on Friday night. The awards the film got were for Cinematography (Sudeep Chatterjee), Screenplay (Sanjay Leela Bhansali and Utkarshini Vashishtha), and Dialogue (Utkarshini Vashishtha and Prakash Kapadia). 'Gangubai...' was followed by Anees Bazmee's horror comedy, 'Bhool Bhulaiyaa 2', featuring Kartik Aaryan and Kiara Advani, which won two awards -- Choreography for Title Track (Bosco Caesar) and Sound Design (Mandar Kulkarni). Ajay Devgn's crime thriller 'Drishyam 2' received one award -- Editing (Sandeep Francis) -- as did Ranbir Kapoor and Alia Bhatt's action adventure, 'Brahmastra: Part One - Shiva' (Special Effects-Visual, DNEG, Redefine); Hrithik Roshan and Saif Ali Khan's 'Vikram Vedha' (Background Score, Sam CS); and 'Monica O My Darling', starring Rajkummar Rao, Huma Qureshi and Radhika Apte, for Sound Mixing (Gunjan A. Sah, Boloy Kumar Doloi, and Rahul Karpe). The awards were announced on an evening of memorable music performances by Amit Trivedi, Badshah, <keyword id="5293" type="General" weightage="80" keywordseo="sunidhi-chauhan" source="Orion">Sunidhi Chauhan</keyword>, <keyword id="310859" type="General" weightage="80" keywordseo="sukhbir-singh" source="Orion">Sukhbir Singh</keyword>, Palak Muchhal and Iulia Vantur Sobha, presented by choreographer and director Farah Khan and Rajkummar Rao. The musical spectacle began with a dance performance by Palak Muchhal, followed by Farah Khan, who also danced her way onto the platform. Rajkummar Rao took the stage while playing the song 'Main Hoon Na', and the two recreated a scene from 'Kuch Kuch Hota Hai' in which they both greeted the crowd and engaged in a witty conversation about friendship. Sunidhi Chauhan and Badshah, starring Jacqueline Fernandez, Rakul Preet Singh and Nora Fatehi, gave enthralling performances later in the evening. Amit Trivedi captivated the audience with his lovely voice while performing with Arun Kamat, Devendra Palse, Meghna Mishra and Yashita Sharma. And then everyone began dancing to the dhols thanks to Sukhbir Singh and Iulia Vantur. The evening came to a thrilling conclusion with none other than Nucleya. One of the key highlights of IIFA Rocks was a made-for-the-occasion collection showcased by Manish Malhotra, Bollywood's favourite designer. It reflected "old world charm meets the new world" and had Salman Khan and Nora Fatehi as the showstoppers for the evening. SEE ALSO: <a href="https://www.businessinsider.in/tech/apps/news/is-whatsapp-secretly-listening-to-your-private-conversations-heres-how-to-check/articleshow/100155980.cms">Is WhatsApp secretly listening to your private conversations? Here’s how to check</a> <a href="https://www.businessinsider.in/tech/news/google-pixel-6a-vs-pixel-7a-smartphone-comparison-with-price-and-features/articleshow/100177889.cms">Google Pixel 6a vs Pixel 7a: Is Google's latest mid-ranger worth the extra ₹12,000?</a>

Gangubai Kathiawadi tops technical awards at 23rd IIFA's music-loaded opening

<ul><li>To get cricket fans to spend more time on their platform this season, Disney+ Hostar has lined up new movies, series and original content and has rolled out a 360-degree campaign.</li><li>As the tournament begins today, we speak to Sidharth Shakdher, Executive Vice President and Chief Marketing Officer, Disney+ Hotstar about the platform's marketing strategy, how IPL has helped Disney+ Hotstar grow over the years, expanding reach and much more.</li></ul>The much-awaited advertising carnival of the year, <keyword id="6354831" type="COMPANY" weightage="20" keywordseo="indian-premier-league">Indian Premier League</keyword> (IPL) starts today and OTT platform Disney+ Hotstar has its biggest-ever marketing and content plan lined up for this year. Disney+ Hotstar is trying to position itself as a platform that offers all things entertainment (entertainment ka all rounder), including cricket. It is trying to remind the audience that it has <keyword id="10884239" type="UNKNOWN" weightage="20" keywordseo="vivo-ipl-2021">Vivo IPL 2021</keyword> and Live sports, along with movies and original shows. So to get its users to stick around for a longer time, it has planned two new movies releases and two original series simultaneously with IPL. <div type="Youtube" id="6iQb60oXIpM" title="Disney+ Hotstar VIP - Ajay ya Sudarshan?" thumbUrl="https://i.ytimg.com/vi/6iQb60oXIpM/mqdefault.jpg"></div> Sharing the platform’s marketing strategy for this season, Sidharth Shakdher, Executive Vice President and Chief Marketing Officer, Disney+ Hotstar said, “Movies and series entertain you and so does cricket but you haven't ever had them at one place? Yes, you've had that in Disney+ Hotstar but now it is bigger than ever before -- we've got for you the best pure entertainment and also the best of cricket. So we brought together the best of both worlds and that was our idea of cricket-tainment this year. And out of cricket-tainment came this idea that we did with Ajay Devgn and Tamannaah Bhatia. Be it cricket or entertainment, we are so good at both of them that we are now an all-rounder. We have Bhuj, The Falcon and Winter Soldier, Loki, Arya 2, Out of love, Special Ops -- second season of all our big shows and OkComputer and November Story. So, it is gonna be a bigger roaster than ever before and this helps with both -- acquisition as well as retention.” As a part of its huge media splash, the platform is following a 360-degree approach, with more focus on TV and digital. Disney+ Hotstar also launched a digital campaign ‘I<a href="https://youtu.be/kx6dcS5RuTI">ndia Ki Vibe Alag Hai.’</a> It captured inter-city rivalry and friendly banter to symbolise the many emotions of cricket fans - pride, heartbreak, happiness and celebration! It is developed by musicians Nucleya and sung by eight rappers - Dee MC, RAK, J19 Squad, Satyum, Vithika Sheru, Maharya, Gubbi, and Rawal, each representing their beloved city. <cmsannotation type="cmsannotation" annotationid="What IPL means to Disney+ Hotstar" text="What IPL means to Disney+ Hotstar">What IPL means to Disney+ Hotstar</cmsannotation> IPL, Shakdher said, has helped the streaming platform build an emotional connect with its users. “It's the biggest time of the year for us and it's been our biggest property. It has meant more than just cricket for us because it's allowed our consumers to establish a deeper, higher-order relationship with Hotstar,” said he. When the platform acquired the media rights to air IPL, Disney+ Hotstar started focusing on its portability factor and today, it is trying to establish itself as an entertainment house. Walking us through Hotstar’s marketing evolution for IPL, Shakdher shared, “When we first started, it was about telling people that they don't need to miss their cricket because it's with them wherever they go. From there, it moved to the ‘convenience’ aspect -- that you can connect with your friends, watch the matches at your own convenience or go back and forward, replay points. So we moved from there to the ‘experience aspect’, then we brought in the fact that along with IPL there's so much more to watch." As far as its recent campaign goes, Shakdher said that they have seen a stupendous response from the audience and he is optimistic that the campaign will help Disney+ Hotstar stand out in the clutter. The campaign has been conceptualised by DDB Mudra Group. Sharing the reason, he said, “I think people have really appreciated our ads. One of the things with celebrity ads is people force-fit them. And they use the ad for the celebrity. And so the celebrity often overshadows the brand. It is just an endorsement. Our ads are not celebrating endorsements, there's actually a reason for Ajay Devgn to be there. He is intrinsically a part of the storyline, because he's coming in disguise. And he's trying to push his own movie which is coming out on Disney+ Hotstar and similarly for Tamannaah. They're not plugging 'Disney+ Hotstar'. They're tapping into a consumer insight -- you love one thing and you get stuck to it, but also look at what else is there. So people have really appreciated the fact that these actors are underplaying themselves.” Another part of the plan to attract more users onto the platform this year is regionalisation. IPL is available in 8 languages now and Marathi is exclusively available on Disney+ Hotstar. Adding more languages has helped the platform increase its engagement rate. “Five years ago, more than 80-90% of the IPL consumption was in English and rest was Hindi. Today, consumption in Hindi is bigger than English. Hindi is now more than 50% and English is slightly smaller. So that's how much localization has meant, it coincided with the rise in viewership. We started with Tamil about three years ago with 1% and at a large scale, Tamil audience itself is probably not more than 15% of the audience. But today, we are already seeing a large part of that audience using Tamil. So there's definitely more delight, joy and more engagement, increased retention and frequency of coming back. This increase in engagement is because of many factors, not just commentary, but it's as effective,” said Shakdher. <cmsannotation type="cmsannotation" annotationid="Opportunity for advertisers on IPL this year" text="Opportunity for advertisers on IPL this year">Opportunity for advertisers on IPL this year</cmsannotation> As per BARC and Nielsen’s 2020 report, IPL broke its viewership record in the opening week of season 13 itself. This year, the streaming platform has already closed the deal with 15 sponsors including Dream11 and Upstox as the co-presenting sponsor, Vimal Elaichi and MX Takatak ‘co-powered by’ sponsors. Some of the other sponsors are PhonePe, Association of Mutual Funds in India (AMFI), Unacademy, Pharmeasy, Livspace, Swiggy, Parle Agro, Amazon Prime, Coinswitch, CRED and Xiaomi who have signed-on as associate sponsors. In 2020, over 300 brands had associated with Disney+ Hotstar. To get more advertisers excited about IPL this year, Disney+ Hotstar has launched more interactive options. It has introduced a social feature called Watch Parties, which gives viewers the experience of a stadium in the safety of their homes. Video duets and Hotshots are another set of social features, enabling viewers to interact with brand videos and stickers. “Traditionally, IPL is considered to be an expensive property with limited access to large advertisers. However, with Disney+ Hotstar’s innovative technology advancements and targeting options, advertisers across categories and sizes can leverage this property. They are now equipped to choose not only the audiences but also ad formats that suit their marketing objectives and budgets ensuring an impactful outreach strategy on the platform. Advertisers should aim at leveraging the strengths of the platform to generate two-way engagement on the platform helping both advertisers and viewers in their own ways,” said Disney+ Hostar spokesperson. “With the immense digital growth in 2020, one can see great traction and response across categories of advertisers. Some of the key features on Disney+ Hotstar like Super 4s, Super 6s, Fall Of Wickets (FOW), Milestones, and Super Savers sold out sooner than anticipated. The platform has received significant interest from brands across various categories to leverage the scale reach and high visibility proposition that IPL offers,” added the spokesperson. The platform is hopeful about crossing 300 advertisers this year.

Disney+ Hotstar strengthens its content offering to attract new users as cricket lovers get ready for Vivo IPL 2021

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

<ul><li><keyword id="3194526" type="General" weightage="20" keywordseo="netflix-india" source="Orion">Netflix India</keyword> has gathered <keyword id="6916179" type="General" weightage="20" keywordseo="money-heist" source="Orion">Money Heist</keyword>'s fans from the Bollywood, Cricket and digital world to create buzz around its series season 5 launch.</li><li>The last part's first volume is all set to release on September 03, 2021.</li></ul>Are you desperately waiting to watch Netflix's Money Heist's last season and hoping that Arturo will finally die this time? You are not alone. Netflix has launched a new multi-starrer digital video featuring fans from each corner of our country like Anil Kapoor, Shruti Hassan, Vikrant Massey, <keyword id="6354903" type="General" weightage="20" keywordseo="hardik-pandya" source="Orion">Hardik Pandya</keyword>, Radhika Apte, <keyword id="3732889" type="General" weightage="20" keywordseo="rana-daggupati" source="Orion">Rana Daggupati</keyword>, to mention a few, who are asking Money Heist to 'Jaldi aao, aao, aao.' In a desi version of Bella Ciao, Netflix's favourite actor Apte is also hoping to bid adieu to Arturo this time. This fan anthem has been conceptualised by Creativeland Asia, produced by Jugaad Motion Pictures and the music is composed by Nucleya. It aims to create buzz around Money Heist's final season, La casa de papel. Indian actors reenact their favourite characters from the series. Shruti Hassan can be seen as Nairobi, Anil Kapoor as Denver. <div type="Youtube" id="nNDbFYfIU1A" title="The Money Heist Fan Anthem | Anil Kapoor, Rana Daggubati, Vikrant Massey, Shruti Haasan &amp; More!" thumbUrl="https://i.ytimg.com/vi/nNDbFYfIU1A/mqdefault.jpg"></div> Divided into 2 volumes, the final part will be released on September 03 and December 03, 2021. A look at Netflix's marketing plan so far for <keyword id="9681160" type="General" weightage="20" keywordseo="money-heist-season-5" source="Orion">Money Heist Season 5</keyword> Netflix India gave its fans Money Heist’s first look on June 03 and we have been counting down since then. <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> Just when you thought you could move on to other things, Netflix teased you again with another wholesome poster. <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> Then came the trailer. <div type="Youtube" id="PPtVwZxdDc8" title="Money Heist: Part 5 | Date Announcement | Netflix India" thumbUrl="https://i.ytimg.com/vi/PPtVwZxdDc8/mqdefault.jpg"></div> To keep the momentum going, Netflix recreated Tokyo and Rio's look with Larrisa DSA and Siddharth Kerkar. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> Netflix also dropped a few behind-the-scenes videos with Berlin, sending us on an emotional trip. <div type="Youtube" id="iMsLzpU1SK4" title="Money Heist: Part 5 | Behind the Scenes with Berlin | Pedro Alonso | Netflix India" thumbUrl="https://i.ytimg.com/vi/iMsLzpU1SK4/mqdefault.jpg"></div> This season, the gang has been shut in the Bank of Spain for over 100 hours. They have managed to rescue Lisbon, but their darkest moment is upon them after losing one of their own. The Professor has been captured by Sierra and, for the first time, doesn’t have an escape plan. Just when it seems like nothing else could go wrong, an enemy comes on the scene that is much more powerful than any they’ve faced: the army. The end of the greatest heist in history is approaching, and what began as a robbery will turn into a war. We wish September 03 could be a 'bank holiday', so we could binge-watch Money Heist.

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Spotify and Nucleya take a dig at in-app ads in its latest ad

BI India Partner

Gangubai Kathiawadi tops technical awards at 23rd IIFA's music-loaded opening

IANS

Disney+ Hotstar strengthens its content offering to attract new users as cricket lovers get ready for Vivo IPL 2021

Karuna Sharma

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

Saikat

Poulomi

Netflix India launches a new fan anthem with Anil Kapoor, Radhika Apte, Rana Daggupati to promote the much-awaited Money Heist

Karuna Sharma

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