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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>For people looking to bring in 2023 with the perfect party, here’s a list of some of the most exciting events happening across India. </li><li>Chennai has a masquerade-themed party, while both Bangalore and Hyderabad have Paris-themed nights planned for the 31st. </li><li>Goa may be the ultimate destination to party like there’s no tomorrow but the list also includes NYE events taking place at Chandigarh, Jaipur, and of course, Mumbai. </li></ul>For two extremely long years, the people of the world ushered in the <keyword id="6389817" type="General" weightage="100" keywordseo="new-year" source="Orion">new year</keyword> cooped inside their homes. But that’s not how many, especially the millennials and Gen Z, plan to bring in 2023. If you count yourself in the list of people looking for an exciting party to set the tone for the new year, here’s a list of some of the best places across India hosting a bash on New Year’s eve: <cmsannotation type="cmsannotation" annotationid="Delhi-NCR" comment="subhead2" text="Delhi-NCR">Delhi-NCR</cmsannotation> From Khan Market, Hauz Khas, and Mehrauli in Delhi to Cyberhub and 32nd Avenue (Milestone) in Gurgaon, there is no dearth of party spots in Delhi-NCR. But if you’re looking for something that screams NYE, then <a href="https://insider.in/new-year-eve-sohodelhi-nye-2023/event">Soho Club at Hotel Ashok </a>and Privee at Hotel Shangri-La are great picks. Famous ‘Amplifier’ singer Imran Khan will be performing live at Privee on the 31st, and the entry fee is ₹<a href="https://insider.in/imran-khan-live-on-new-years-eve-privee-the-ecstacy-hotel-shangri-la-eros-nye-2023/event">8,499</a>. The Ramada, in Gurgaon, has multiple events planned at various price packages - Glam night at Cafe Rouge, Bollywood Fiesta at Emerald, and Gourmet Exotica, <a href="https://insider.in/nye-celebration-ramada-central-gurgaon-nye-2023/event">among others</a>. <cmsannotation type="cmsannotation" annotationid="Mumbai" comment="subhead2" text="Mumbai">Mumbai</cmsannotation> The city that never sleeps certainly knows a thing or two about throwing lavish, star-studded parties. While no one can promise a chance encounter with these stars, you can party the night away like one – either at the ‘black-and-bling-themed soiree’ <a href="https://in.bookmyshow.com/events/grand-new-year/ET00347254">at the Grand Hyatt </a>starting at ₹6,234, or at the Grand New Year Festival at The Lalit Mumbai <a href="https://insider.in/the-lalit-mumbai-grand-new-year-festival-2023-nye-2023/event">starting at ₹2,000 </a>and comprising 5 different party zones, including a midnight pool party. <cmsannotation type="cmsannotation" annotationid="Bangalore" comment="subhead2" text="Bangalore">Bangalore</cmsannotation> India’s ‘tech city’ has also been bitten by the party bug. Multiple spots are hosting events on NYE. The top picks though, would be the ‘One night in Paris’ themed NYE bash hosted by XU Bangalore. And the Aura Edition 3.0 at Courtyard by Marriott. Both of these are <a href="https://in.bookmyshow.com/explore/new-year-parties-bengaluru">priced at ₹2,499</a> each. Apart from it, Ironhill, which claims to be one of the <a href="https://www.thehindubusinessline.com/news/ironhill-india-raises-a-toast-to-bengaluru-opens-worlds-largest-microbrewery/article34200466.ece">world’s largest microbreweries</a>, is also hosting New Year`s Bash 2K23, with prices <a href="https://in.bookmyshow.com/events/new-year-bash/ET00347081">starting at ₹7,999</a>. After the party, you could drive down to Coorg and taste the first coffee of the New Year in the middle of coffee plantations. <cmsannotation type="cmsannotation" annotationid="Goa" comment="subhead2" text="Goa">Goa</cmsannotation> Is there a place in Goa not fit for partying? There are so many options, it could get a little confusing for newcomers. You can party like there’s no tomorrow at the SINQ nightclub. Las Olas at Baga Beach is also organising a New Year bash featuring <a href="https://in.bookmyshow.com/events/badshah-live-on-new-years-eve-at-las-olas-baga-goa/ET00346687">rapper Badshah</a>, among other artists. And the Marbela Beach Resort is hosting <a href="https://insider.in/dubfire-masquerade-nye-2023/event">artist Dubfire </a>for its Masquerade party on the 31st. However, if you’re in the mood to try your luck at the slot machines or at playing cards for the night, then Deltin Royale Casino has lined up a plethora of acts and events, including the best of Goa’s bands and instrumentalists. <cmsannotation type="cmsannotation" annotationid="Hyderabad" comment="subhead2" text="Hyderabad">Hyderabad</cmsannotation> The city of Nizams offers delicacies, the famous Charminar, and a fair share of events for New Year’s eve. In one of Hyderabad’s most posh areas lies the Taj Deccan, a luxury hotel under the Taj group. And this new year’s, it’s hosting a ‘night in Paris’-themed event for the first time in Hyderabad. With the booking price starting at ₹1200, the event is ideal for families and friends. Apart from this, The Park Hyderabad is hosting a <a href="https://insider.in/glitz-new-year-eve-party-the-park-hyderabad-nye-2023/event">Glitz New Year Eve Party </a>- with three different NYE Parties in one place at a starting price of ₹2,499. The Prism Club &amp; Kitchen is hosting <a href="https://in.bookmyshow.com/events/nye-2023-the-prism-circus-2-0/ET00346352">Circus 2 .0 </a>featuring artists like EDM music producer Nucleya, Techno DJ Rabz, and many other artists. The ticket for Circus 2.0 starts at ₹4,000. <cmsannotation type="cmsannotation" annotationid="Kolkata" comment="subhead2" text="Kolkata">Kolkata</cmsannotation> The perfect union of history and modern culture, Kolkata is hosting some of the finest events for New Year’s Eve - such as the <a href="https://insider.in/constellation-i-nye-celebration-2022-nye-2023/event">Capella’s Constellation NYE Celebration </a>taking place at one of Kolkata’s finest boutique hotels, Altair. The booking starts at ₹7,000. Meanwhile, Raghav Chaitanya’s live concert will greet the patrons of The Westin on the 31st for a price of ₹<a href="https://in.bookmyshow.com/events/raghav-chaitanya-live-at-the-westin-kolkata/ET00347672">3,999</a>. And The Taj City Centre is organising a ‘<a href="https://in.bookmyshow.com/events/31st-night-at-crystal-taj-city-centre-kolkata/ET00347483">31st Night at Crystal</a>’ bash, offering liquor brands like Fratellin in wines - all for ₹3,500. <cmsannotation type="cmsannotation" annotationid="Chandigarh" comment="subhead2" text="Chandigarh">Chandigarh</cmsannotation> An upcoming party hub, Chandigarh certainly brings more to dance nights than foot-tapping dhol beats. Here are the main events happening in the city on December 31st - “JazzyB” live performance at the Hard Rock Cafe, Chandigarh; Sunanda Sharma’s live performance at JW Marriott’s Sparkles and Shine night; and New Year Bash with Babbu Maan at Forest Hill Golf &amp; Country Club Resort, Mohali. Also, after hosting the EDM duo Hari &amp; Sukhmani on Christmas, The Finch, Chandigarh is all set to host a night with famous Punjabi singer <a href="https://insider.in/new-year-bash-ft-jenny-johall-dj-yamya-the-finch-chandigarh-nye-2023/event">Jenny Johall and DJ Yamya </a>for the New Year’s. <cmsannotation type="cmsannotation" annotationid="Jaipur" comment="subhead2" text="Jaipur">Jaipur</cmsannotation> If partying like the royals is on your bucket list this year, then Jaipur has plenty of options to offer. The pink city is leading up to 2023 with singer Diljit Dosanjh’s live concert, as part of his Born to Shine World Tour. The tickets <a href="https://insider.in/saregama-live-born-to-shine-world-tour-ft-diljit-dosanjh-nye-2023/event">start at ₹3499 </a>and the event will take place at the Jaipur Exhibition &amp; Convention Centre (JECC). Apart from it, there is the ‘NYE 2023’ event taking place at Clark’s Amer, <a href="https://in.bookmyshow.com/events/nye-2023-at-clark-s-amer-jaipur/ET00347359">starting at ₹7,999</a>. Jaipur Adda, one of Jaipur’s most famous nightlife spots, is also hosting an NYE party, complete with firecrackers, unlimited drinks, a buffet dinner, and other activities. The price <a href="https://in.bookmyshow.com/events/new-year-party-at-jaipur-adda/ET00346239">starts at ₹2,999</a>. <cmsannotation type="cmsannotation" annotationid="Chennai" comment="subhead2" text="Chennai">Chennai</cmsannotation> Look beyond ‘lungi dance’, and you’ll see that Chennai grooves like no one’s business. In fact, for New Year’s, MGM Beach Resort is throwing a New Year Beach Party with unlimited food and alcohol at ₹3,999. Additionally, Radisson Blu is hosting a Masquerade Night with DJ Duke, <a href="https://insider.in/new-year-party-masquerade-night-2023-nye-2023/event">starting at ₹4,499</a>. Le Royal Méridien Chennai also has three different parties happening at one location, with tickets <a href="https://insider.in/indias-largest-2023-elite-party-nye-2023/event">starting at ₹1,499</a>. <cmsannotation type="cmsannotation" annotationid="Gokarna" comment="subhead2" text="Gokarna">Gokarna</cmsannotation> This quaint little beach town in Karnataka has a lot to offer - including the <a href="https://insider.in/gokarna-music-festival-30-new-year-blast-nye-2023/event">Gokarna Music Festival 3.0</a>. Different from most music festivals, this one starts with a trek but ends with DJ and beachside parties. Taking place at the Gokarna Main Beach, the festival starts at 10 in the morning on December 31, 2022, and ends on January 1, 2023. Tickets start at ₹4,999. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/tech/mobile/news/oneplus-11-samsung-galaxy-s23-iphone-15-and-other-smartphones-launching-in-india-in-2023/slidelist/96514043.cms">OnePlus 11, Samsung Galaxy S23, iPhone 15 and other smartphones launching in India in 2023</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/entertainment/news/brahmastra-bhool-bhulaiyaa-2-darlings-lead-in-iifa-nominations/articleshow/96513477.cms">'Brahmastra', 'Bhool Bhulaiyaa 2', 'Darlings' lead in IIFA nominations</a>

From Delhi to Bangalore: the most exciting party spots you can bookmark for NYE

<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

<ul><li>The Advertising Standard Council of India has released a new set of guidelines for <keyword id="10879114" type="General" weightage="20" keywordseo="non-fungible-tokens" source="Orion">Non-Fungible Tokens</keyword> and <keyword id="6357017" type="General" weightage="20" keywordseo="cryptocurrency" source="Orion">Cryptocurrency</keyword>, effective from April 2022.</li><li>After November 2021, all major <keyword id="2721952" type="General" weightage="100" keywordseo="crypto" source="Orion">crypto</keyword> exchanges had to put a pause on their marketing and advertising activities as PM Narendra Modi had announced in a Parliament meeting that attempts to mislead the youth through over-promising and non-transparent advertising need to be stopped.</li><li>After a long hiatus, now that there will be more clarity and standardization in crypto advertisements with <keyword id="169284" type="General" weightage="20" keywordseo="asci" source="Orion">ASCI</keyword>’s guidelines, their ad expenditure is likely to return on digital and traditional mediums.</li><li>We reached out to experts to discuss how players in the segment can navigate these challenges and woo consumers without violating regulations.</li></ul>The latest trend flooding the internet is Non-fungible Tokens. From Indian celebrities like Deepika Padukone, Amitabh Bachchan, Sonu Nigam, Nucleya, Yuvraj Singh to brands such as Yum!, Rage Coffee, MG Motors India -- have announced their foray into the <keyword id="4668945" type="General" weightage="20" keywordseo="nft" source="Orion">NFT</keyword> world. A recent report by Deloitte predicts that India will be quick to catch on to the global NFT revolution with favourable regulations. In fact, it says that NFTs for sports media will generate more than US$2 billion in transactions in 2022, about double the figure for 2021. Another report from market research firm Finder said that Asian countries are outpacing the rest of the globe in terms of crypto adoption. The Asian country with the highest percentage of crypto ownership was Vietnam at 40% followed by Indonesia, India, Malaysia, and the Philippines, respectively. However, since November 2021, all major crypto exchanges in India had put a pause on their marketing and advertising activities after PM Narendra Modi had announced in a Parliament meeting that ‘attempts to mislead the youth through over-promising and non-transparent advertising should be stopped.’ Since then, the crypto exchanges have refrained from launching fresh advertisements on print, television and radio. Now, the <a href="https://www.businessinsider.in/advertising/ad-tech/news/asci-frames-guidelines-for-advertising-and-promotion-of-crypto-and-nft-products/articleshow/89764550.cms">Advertising Standards Council of India</a> has released a new set of guidelines for NFT products and crypto exchanges. Under the new standards, all Virtual Digital Assets and services will be required to carry prominent disclaimers. <div type="Article" hostid="261" msid="89764550" title="ASCI frames guidelines for advertising and promotion of NFT products" mstype="2" mssubtype="0"></div> Experts welcome new ASCI guidelines; call it a step in the right direction Crypto platforms, after a long hiatus from marketing, are up for the challenge and are excited to be resuming their marketing activities before the Indian Premier League. Welcoming the new guidelines, Ashish Singhal, Founder and CEO, CoinSwitch said, "The ASCI guidelines are a step in the right direction to standardize advertisements within the VDA space. The VDA industry is supportive of all efforts towards investor protection, however, there are nuances that need to be addressed as the space is ever-evolving. We will continue to work together with ASCI and other stakeholders to refine them further.” Manasa Rajan, Business Head at Jupiter Meta also said that the new guidelines will improve accountability. She said, “This move is welcome and will offer further legitimacy to this space and create more accountability from the marketers, which is a positive direction for a nascent category with a customer-centric approach. While cryptos are seen as purely investment or trading opportunities, where the ultimate goal is profit., NFTs have a value proposition that is far more versatile than just speculative worth. It is more about changing the way we consume content, engage with art &amp; artists and immerse ourselves in popular culture. So, NFTs’ value cannot be seen from a trader’s lens alone. The experience of involvement, decision making, ownership &amp; utility have emotions attached to it, just like art, gold or even high-end brand purchases. Hence, a regulatory framework should be more inclusive in approach for a nascent category, where the inherent value of these NFTs is still being discovered.” The regulations come almost a month after Finance Minister Nirmala Sitharaman announced plans to tax crypto investments by 30% during India’s Union Budget. While most <keyword id="12386484" type="General" weightage="20" keywordseo="crypto-ads" source="Orion">crypto ads</keyword> did come with disclaimers, they were easy to miss as they appeared at the bottom of the screen or flew by in a few seconds at the end of it. As per the new guidelines, the voiceover will be required to be at a normal speaking pace so that the consumer can’t miss it. In the case of a long-format video of over two minutes, the disclaimer will be required to be repeated at the beginning and at the end of the video and stay on screen for a minimum of five seconds. No crypto advertisement can now contain statements that promise or guarantee future increase in profits either. Overall, the current guidelines indicate that ads cannot mislead, misguide, give false information, or exploit a consumer’s lack of expertise on a subject. Whether it was CoinSwitch’s maiden B2C advertisement with Ranveer Singh or Ayushmann Khurrana’s campaign with CoinDCX, advertisements last year showed how investing in crypto is the future and it is very easy and simple to invest in. All of these ads painted a rosy picture that highlighted the highs and downplayed the volatility and risk of the assets. Therefore, ASCI is now restricting VDA products from claiming that their assets are so easy that consumers do not have to think twice about investing. It is also barring the use of the words ‘currency, securities, custodian and depositories’ in crypto-related ads. The task now for these crypto players is to win the confidence of people, raise awareness and educate, while convincing them that it is safe to invest in crypto. On top of these regulations and lack of trust in the market, crypto exchanges will be competing with the government’s own digital currency. Rikki Agarwal, Co-Founder &amp; COO from Blink said, “Last year, we saw an uptick in the crypto ad spends during the festive season and during important cricket matches. The new guidelines by ASCI will certainly have an impact on the brand spends, especially during the upcoming IPL tournament. The associations with Influencers and celebrities will also witness a radical shift. The move will definitely help in education and creating awareness amongst the consumers but it is too early to comment on the impact on the brands. Currently, India is the second-largest market in cryptocurrency adoption and the culture seems to be growing rapidly. With the adoption increasing among young men and women, private players such as CoinSwitch Kuber, CoinDCX and WazirX had plans to increase their ad spendings to compete with the possible launch of the government's digital currency. With the move from ASCI, the brands will definitely have to relook at their strategy and plan their ad spends. Brands will also have to consider spending on other platforms and mediums to interact with the consumers and will open up new avenues for growth.” Crypto platforms will also have to relook at the duration of their ads because it might get difficult for the audience to understand crypto in 10-15 seconds; it could send the wrong message across and mislead consumers. Navigating the challenges of advertising in the NFT, Crypto landscape While there are a lot of grays in crypto ads and ASCI guidelines will certainly bring transparency, will it restrict creative freedom? Vijay Pravin, Founder &amp; CEO of bitsCrunch, does not think it will. “With the new tax rules and now ASCI’s regulations, I don’t think it will be challenging for digital products to be creative. In fact, this will bring out more creativity among the Web-3 people. When people came out with the concept of Cryptocurrency, it was laughed at, since it was new and seemed confusing. Likewise, the laws and regulations for cryptos will take time to be able to cover all bases. With web-3, we are enabling an additional asset class for the future. For sure, in the years to come, we are going to witness a quirkier side of NFT and crypto projects than now. Regulations or laws keep changing. This is the current stand but in a few months or years, we could witness something else. But the technology or the infrastructure remains the same. We already witness that India is making progressive steps towards Blockchain technology. I am personally looking forward to seeing how this technology and the landscape evolves,” said he. Raj Shamani- Digital Content Creator, Entrepreneur, Investor and Podcaster said that while creativity will get hampered to some extent, the overall impact on the whole industry and people interested in this industry will be positive. “A lot of people have been misusing their power to pump &amp; dump and promote wrong things just to make quick bucks. This is going to be good for people who are here for the right reasons because they are anyway educating. And if they are providing good value education, people are going to learn about it. Also, it's always the best to tell people I am not personally recommending so that people can easily differentiate between honest opinion and promotional opinion,” said Shamani. He also shared some advice on how to connect with consumers. He said, “The best way to woo consumers is to provide them the right education and value. If you educate your audience right. If you tell them the right things. If you let them know the use cases. If you tell them about the community power. If you tell them how this is going to empower their life and not 'sell it'. The content will connect. People who have been already doing this thing in the space won't face a problem. In fact, this will make people more aware and push them to promote and make the right content. This will only help to eliminate the promotion of bad projects.” Anjali Malthankar, National Strategy Director, Tonic Worldwide said that with everything new comes excitement and concern and both need our attention. "I think the attention from regulators for any space which is seeing a crazy traction in such a short period, is expected. At the pace that NFT, Crypto are growing in popularity the interventions are understandable. As far as the challenge for creative promotions is concerned, I think the creative agencies have often come across the term during briefings – “It’s a creative challenge” So, in that spirit creative will always find its way to not let this come in the way of creativity. There have been very many categories, including traditional finance categories which have disclaimers and yet it does not stop good creative work. In fact, the fence sitters or doubters who were unsure of the VDA products, might consider the category, as promoters get more upfront and transparent about it. If VDA brands are strategically not dependent on or riding on the fad, confusion, consumers’ lack of knowledge and noise but have a genuine offering, then it is just about giving space to disclaimer which for today’s smart and conscious consumer is nothing but a sign of transparency. In fact, if we see closely Crypto and NFTs are born out of blockchain and the need for transparency and hence in intent they are both (the regulators and VDA category) on the same page." Rage Coffee recently made its debut in the blockchain matrix with its valentine's NFT campaign. Its Founder, Bharat Sethi said that the growing adoption of crypto tokens has led to the emergence of advertisements that downplay the risk associated with these assets. Therefore, according to Sethi, increased transparency is a welcome move and where it might impact creative freedom, when it comes as a hit on the consumer interest, it is best to be transparent and supply critical information/disclaimers in this volatile category. “Even after including the disclaimers and adhering to the guidelines, there is scope for being creative. It does restrict creative freedom in communication; however, this is in the best interest of an average consumer who might not have in-depth knowledge about cryptocurrency and VDAs. A promise that can not be kept should ideally not be made in a promotion. There is a need to educate the consumer on the basic ideas around NFT, cryptocurrencies and take the customer on a journey to understand how these assets are. The risks can not be downplayed as risk appetites are very personal. There is plenty of space to experiment, spread awareness and create a buzz,” said Sethi. NFT marketplace Fullyfaltoonft.com curated by Viacom18’s Youth Music &amp; English Entertainment cluster and powered byGuardianLink.io has already received an overwhelming response for its digital artwork preview. Keyur Patel, Co-Founder &amp; Chairman, GuardianLink and Co-Founder, BeyondLife.club said that consumer education comes first and it's a welcome move from ASCI to ensure customers are aware of the market volatility. "Crypto as an investment class is quite volatile compared to stocks or real estate. All investment Ads and campaigns have a responsibility to educate the users on the risks and affiliated volatility and liquidity restrictions and aspects of the asset. Even media, ad agencies, and other supporting ecosystems have the responsibility to educate the same market in a responsible method. NFT is not a financial asset. It is a digital asset associated with games, entertainment, and art. Its inherent value is either in art or utility. Also, the buyers of NFT don’t buy it because there is instant gains, they do it because they find affinity to Amitabh Bachchan or Stan Lee or they find Game like Racing very interesting and want to participate in it. Crypto is purely a trade asset, for investments and hence it needs very aggressive education to make sure, the expectations of returns for the buyers are not skewed by hype and unrealistic aspirations. So, this declaration will not just motivate consumers to study the brand/product before purchasing but also put the onus on celebrities who endorse digital assets to do due diligence thereby promoting a responsible environment. Many industries have been following such guidelines without seeing any impact on creativity. It will rather inspire marketers and content creators to make their storytelling more creative and credible than ever before." Sagar Pushp, Co-founder and CEO, ClanConnect agreed that clear-cut norms were needed in this space. “For advertisers, the greatest purpose of communication is to put across accurate messaging for users. The new promotion and advertising guidelines for crypto assets will bring this authenticity into the segment. It is a welcome move by ASCI as it will ensure that brand communication is not misleading. Going forward, brands will need to operate within the guardrails of these guidelines, making sure their messaging is not limited to quick money and gains. The intrinsic value of blockchain is much wider than the prospect of big money, and we’ll need to get creative to empower users with precise information,” said Pushp. After a long pause, now that there will be more clarity and standardization in crypto advertisements, their ad expenditure is likely to return on digital and traditional mediums. During the festive season and IPL last year, crypto platforms were at their peak. The month of Diwali, which was October in 2021, nearly had a 30% share of the category in digital advertising and it took a dip by 6% in November 2021, whereas on television, there wasn’t a single ad from Crypto platforms in 2020, revealed TAM. In 2021, television saw 33.4 hours of advertising from Crypto platforms. The festive season proved to be bountiful for television too as October had more than 75% share of Crypto platforms, up from 2% in June and 23% in September. A lot of people have been speaking about the risks of investing in digital currency without fully understanding how the crypto ecosystem works. ASCI’s guidelines, therefore, could help bring about more transparency and accountability into the ecosystem.

ASCI releases new guidelines for Non-Fungible Tokens, Crypto ads; here’s what experts have to say about it

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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