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<ul><li><keyword id="1071287" type="General" weightage="100" keywordseo="diljit-dosanjh" source="Orion">Diljit Dosanjh</keyword>, Punjabi mega-star and <keyword id="6385848" type="General" weightage="80" keywordseo="coca-cola-india" source="Orion">Coca-Cola India</keyword> brand ambassador, has unveiled the Company’s new campaign 'Coke Tables' in Punjab. </li><li>The campaign will go live on TV channels in Punjab and will also have a digital leg.</li></ul>Diljit Dosanjh, Punjabi mega-star and <keyword id="6391475" type="General" weightage="80" keywordseo="coca-cola" source="Orion">Coca-Cola</keyword> India brand ambassador, has unveiled the Company’s new campaign “Coke Tables” in Punjab. The campaign will go live on TV channels in Punjab and will also have a digital leg. “Coke Tables”, in line with the Company’s purpose of Refreshing the World and Making a Difference, aims to bring people together to share their meals with a Coca-Cola to create magical moments of togetherness. “Coke Tables” essentially implies that when one places food alongside a Coke– it turns into a ‘table’ - whether it’s a regular dining table, the hood of a car, or even a staircase next to the college canteen. A ‘Coke x Meals’ table is the place where we get together and savor both the food and each other - it is where all conversations happen, and all moments are shared. <div type="Youtube" id="mMazTkUnrIc" title="Woofer Ban Gaya #CokeTable" thumbUrl="https://i.ytimg.com/vi/mMazTkUnrIc/mqdefault.jpg"></div> Commenting on the new campaign, Kaushik Prasad, Director Marketing- Coca-Cola said, Coke goes really well with food and as a brand, we strive to inspire human connections and togetherness and this campaign does just that – it is a call for people to come together and to share a Coke and a meal! At Coca-Cola, we truly believe anywhere you have food &amp; Coke is a chance to get together to create real magic. And we are ecstatic to have India’s most beloved pop-star Diljit Dosanjh kick-start this campaign in Punjab.” Punjabi mega-star and Coca-Cola India brand ambassador Diljit Dosanjh said, “Anyone who knows me, knows that the two greatest loves of my life are food &amp; Coca-Cola. My longstanding partnership with Coca-Cola is made all the more special as I unveil the brand’s new campaign in my hometown Punjab. It is a well-known fact that Punjabis have big appetites and even bigger hearts, and I am excited to see more “Coke Meal Tables” come up across the state.” Coca-Cola’s purpose of ‘Refreshing the World’ is made stronger by combining it with food, as it enhances the culinary experience of its new-age consumers. With this new campaign, Coca-Cola India aims to invite people to come together over a Coke and a meal and share magical moments together. The campaign, which has been initiated by the brand in Punjab, will be further extended to multiple other states in India this year.

Coca-Cola India unveils ‘Coke Tables’ campaign with Diljit Dosanjh in Punjab

<ul class="summary-list"><li>Himanshu "Heems" Suri spoke to Insider about his work on launching a <keyword id="14223990" type="UNKNOWN" weightage="60" keywordseo="punjabi" source="Orion">Punjabi</keyword> <keyword id="11898471" type="UNKNOWN" weightage="60" keywordseo="music" source="Orion">music</keyword> vertical at <keyword id="12689936" type="UNKNOWN" weightage="60" keywordseo="audiomack" source="Orion">Audiomack</keyword>.</li></ul>Earlier this month, the music <keyword id="11899360" type="UNKNOWN" weightage="60" keywordseo="streaming" source="Orion">streaming</keyword> platform Audiomack launched "<a href="https://audiomack.com/world/post/punjabi-music-playlists" target="_blank" rel="noopener">Audiomack Punjabi</a>," a new vertical aimed at amplifying the regional language genre that originated in India and Pakistan.In a phone interview last week, Insider spoke to Himanshu "Heems" Suri, who's leading the vertical and in part overseeing the platform's broader South Asian expansion.An artist of Punjabi-Indian descent, Suri gained notoriety as one-third of the hip-hop group Das Racist and has gone on to release music as a solo act and with the group Swet Shop Boys. Following a corporate stint at Spotify, he joined Audiomack in 2021 and is now the company's director of marketing and music strategy for the UK, Europe, Canada, and Asia. In the interview, Suri framed the vertical's launch as a continued effort on his part to "shine a light on Indian culture as a whole" within the corporate structures of digital streaming platforms (DSPs), and discussed the potential for Punjabi music to mirror the international emergence of genres like Afrobeats and Dancehall.This interview has been condensed and edited for clarity.You came onto Audiomack around this time last year. What made that the move for you personally and professionally at the time?Yeah. I mean, it made a lot of sense for a lot of reasons. I had moved into the space of working at DSPs, trying to shine a light on Indian culture as a whole, and something both professionally and personally that drives me is the idea that Punjabi music deserves a place alongside hip-hop, Afrobeats, Dancehall, Latin, and some of the more popular genres of the world right now. And Audiomack already having that belief in those other genres, already kind of connecting diaspora dots, whether between Africa and the UK, or now in this sense, with what we're doing, India and the US, UK, and Canada — so seeing that they were already doing that. And then thirdly, seeing that folks were already engaging with Audiomack to listen to solely Punjabi music, versus other Indian genres. Those three things, I think. Actually, a fourth being: seeing how artist-forward they are, and what they kind of do to nurture artists early on in their career, having been an artist myself. So as you could see, there were a lot of reasons why it made sense to work together.You said in <a href="https://audiomack.com/world/post/why-punjabi-music" target="_blank" rel="noopener">a recent blog post</a> you've seen "how global DSPs often focus on Bollywood while regional language genres fall to the wayside." Could you expand on that as an animating factor in this for you?Sure. I mean, I think there's two things. For one, I believe in the power of regional languages, and I think with DSPs, we've seen a rise in how much people engage with regional language music, if they're provided more access to it. I've been at a larger DSP and I've worked on go-to-market content strategy for launching in local Indian markets. And, you know, I've seen and been a fan of Bollywood myself, but the industry up until this point has been very much driven by Bollywood North Indian film music. And so I think looking at the things, one, the rise of Punjabi and regional languages as a whole, and then two, specifically that folks that use Audiomack were listening from Punjab, were listening from Chandigarh, were listening and uploading from Punjab, from Chandigarh, from Ludhiana, and also from Delhi, where there's a large Punjabi culture. So those two things combined.What has your experience as an independent artist and label founder shown you about the process of breaking acts in the US in particular?As an artist, being American, it's easy to forget the kind of privilege you have of being a part of the largest music market. But being in a band with British artists, in Swet Shop Boys with two British artists, I've seen how important it is for artists outside the US to break in the US, how much they wanna do it and how much it means to their success. And I've seen that in the Punjabi community as well. And I've seen it in, not just that, the access to Punjabi listeners in the US and the UK and Canada and Australia, but also, for Western listeners and other markets that we've seen artists like Burna Boy and Bad Bunny break into. So it's extremely important for them.<div type="image" title="heems" height="750" width="750" msid="92287048" hostid="261"></div>And I think one thing that Audiomack does well is kind of like ... how do you say ... uh, expedite the pipeline to global audiences, with <a href="https://audiomack.com/trending-now" target="_blank" rel="noopener">Global Trending</a>. You know, it's much easier to be a Punjabi artist that's placed on a playlist alongside hip-hop, Afrobeats, and Latin and Dancehall at Audiomack, then it would be to come up through the playlist of your local market and then tap those charts and break into Western-facing global charts at the larger DSPs. So, I'd say in having our main music discovery be that Global Trending playlist, that's very genre-, culture-, geographically agnostic, that I think makes a difference to artists where they finally feel like, okay, they're breaking out of being pigeonholed in their local market.What do you think the emergence and the prominence of Afrobeats could foretell of the potential emergence or greater emergence of Punjabi music? How do you see that in this role in particular?Yeah. You know, actually, my career started asking this question, with what we referred to, or what some of us called, the "Despacito" moment. And previous waves of music from other cultures, and what we've seen with reggae and Latin in the past. But you know, it started for me asking, what can we do to have those moments in Indian culture, to move beyond <a href="https://www.youtube.com/watch?v=wke0-lj2wzw" target="_blank" rel="noopener">the Punjabi MC and Jay-Z moment</a>. And so, from what we saw after "Despacito" with Latin, and at the same time I was working to sow those seeds for Punjabi, it was happening alongside me for Afrobeats and for Arab music as well. So I've always kind of viewed these genres as related in some ways.And I think I want to always emulate the success of those other genres, whether it's Latin or Afrobeats. And, you know, what I think has happened at Audiomack is they've seen organic audiences and growth in Africa. They listen to their users, both the creators and the listeners, and then they were able to build upon that. And I think what I'm trying to do here is very similar in that we listened to our users, you know, we saw where they are in India, we saw what they're listening to, what they're uploading, and we're trying to build on that organic growth. Already, we've seen a very significant growth in Canada of the Punjabi music genre on Audiomack, upwards of 500% over a year span.How do you personally discover music? What tools or resources, outside of, let's say, DSPs, do you go to?That's a good question. For me, a lot of it is playlists, and a lot of it is, again, Audiomack offering the genres that I'm interested in on one central spot. So for me, it is often that Global Trending playlist, especially 'cause those are artists often at the earlier stages of their career. But outside of Global Trending and what I see at Audiomack, honestly, the radio and on TV, Punjabi TV channels. And then, yeah, social media. I mean, just pretty much the places other people find music. But I would say working at DSPs, a lot of my music discovery is just roaming through the backends of computer systems and finding different things from different countries.I've seen the playlists that have kind of initiated this, and that there are more plans for discovery, but could you speak to what this vertical will look like moving forward in your mind?Sure. You know, I think the playlists are obviously a great place to start, and what we're doing there is a blend of playlists that incorporate traditional Indian instruments, playlists that are more hip-hop oriented, playlists that are more romantic or Senti, sentimental in nature, playlists representing women artists, and then playlists representing duets, which I'm really happy about. We've seen in Bollywood that the women singers' share of voice has decreased over time, and also duets, which used to be a cornerstone of Bollywood, have also decreased over time, in addition to Bollywood listening decreasing more recently as well. In Punjabi music, duets remain strong, and so we're happy to highlight that as well.And then from there, what we're really proud of, again, is about placing Punjabi songs alongside others on Global Trending. And <a href="https://audiomack.com/world/" target="_blank" rel="noopener">Audiomack World</a> is something that I think is really amazing about Audiomack, and going back to the days where I was discovering music on blogs, to have something in-app where I can read a thousand words on an artist and then press a button and be listening to their music, and to have that kind of context of the artist that background is important. So to have more coverage of Punjabi artists on Audiomack World, this past week, we honored Sidhu Moose Wala, who passed away, was murdered, with a tribute to his work, his impact on not just Punjabi music, but global music, with a piece on Audiomack World. And so we're hoping to do more of that.Beyond that, we've launched <a href="https://www.instagram.com/audiomackpunjabi/" target="_blank" rel="noopener">IG</a> and <a href="https://twitter.com/AudiomackPunjab" target="_blank" rel="noopener">Twitter channels</a>. I think Audiomack does a great job of building community on their socials, and so we hope to do that as well on our social channels. And then, you know, the main thing, again, is being there for those artists, listening to them, seeing what they come up with with us. At Audiomack, some of the more recent kind of things we worked on that I'm proud to share with the Punjabi artist community specifically, is giving them access to Audiomack monetization program, uploading songs for free and being paid for it. Getting them access to <a href="https://www.businessinsider.com/audiomack-ceo-interview-new-supporters-feature-2021-12" target="_blank" rel="noopener">Supporters</a>, having them be able to reach out to their fans, have their fans buy tokens of support directly, and have the artist able to connect with the audience through private messaging, giving them access to things like concert tickets, meet-and-greets, and early access to music.Thirdly, the <a href="https://audiomack.com/world/post/audiomack-creator-app" target="_blank" rel="noopener">Creator App</a>. Having a place where artists can easily access their data, see how they're doing, where they're doing well, what playlists they're on. And then in addition, fourthly, I'd say the <a href="https://guide.audiomack.com/" target="_blank" rel="noopener">Artist Guide</a>, which we recently launched, where artists can go, and beyond the glossary of terms, having a bunch of industry experts provide them with knowledge on things from publishing and legal and press and just where to start your career. So, you know, Audiomack is invested in being there with an artist from the beginning of their journey. Punjabi music is a huge genre, but globally, I feel that we're still at the beginning of this journey. And so part of it is just integrating that audience into these existing resources. And then part of it is just using those resources to build on what we've done with hip-hop and with Afrobeats, and apply the same resources and passion to Punjabi music.

Audiomack exec on launching 'Audiomack Punjabi,' a new music vertical aimed at amplifying the regional genre

<ul class="summary-list"><li>Jay Sean rose to fame in the 2000s with hits like "Down" and "Do You Remember."</li><li>He was the first South Asian artist to top the Billboard Hot 100.</li></ul>When British-Indian artist <a target="_blank" href="https://open.spotify.com/artist/4pADjHPWyrlAF0FA7joK2H">Jay Sean</a> first broke into the mainstream music scene two decades ago, he felt he had no choice but to sing in English."It wasn't as alienating as Punjabi coming from a Punjabi on stage," the singer, now 43, told Business Insider. He found subtle, creative ways to express his Indian roots in his music instead. "It would either be a Bollywood sample or it would be Eastern strings, or it would be the Indian flute," he said.The world may not have been ready for Sean to sing in Punjabi, but it was ready to make him a star. By the mid-2000s, he'd become the first South Asian artist to top the Billboard Hot 100, the first South Asian artist to perform on "Top of the Pops," and the first British Asian artist to have simultaneous Top 10 Billboard singles in the US.It would take a bit longer for Punjabi music to find its groove in the West. It was only once Sean saw K-pop go mainstream, Afrobeats being played on the radio, and Pitbull rapping in Spanish that he thought, "Why can't we have our artists who are doing the same?"Now, that's finally happening. Artists like <a target="_blank" href="https://www.instagram.com/diljitdosanjh/?hl=en">Diljit Dosanjh</a> and <a target="_blank" href="https://open.spotify.com/artist/6LEG9Ld1aLImEFEVHdWNSB">AP Dhillon</a> are singing and rapping in Punjabi over Western beats. And they're not just catering to a niche Indian audience — they're filling stadiums from Canada to Germany to Australia with thousands of fans and taking over late-<a target="_blank" href="https://www.youtube.com/watch?v=G0JDN_q6RBE">night stages</a> while proudly busting out Bhangra moves.It's a very different media landscape than the one Sean and people of his generation and ethnicity, like me, grew up in. As a Pakistani who moved to the US in 2002, right after 9/11, people of my background were not exactly celebrated in Hollywood. We were cast as exotic oddities in movie franchises like Indiana Jones, or as comedic fools like Apu in "The Simpsons." The West perceived South Asians as one-dimensional when in reality, we encompass a large geographic region that includes India, Pakistan, Sri Lanka, Bangladesh, Nepal, Bhutan, and Afghanistan."For the longest time, I used to say if you were from another planet, you wouldn't think there's any Indians walking around anywhere," Sean said. "It was very hard to name even two or three South Asian artists in the mainstream music industry."Now, this demographic has grown so much that it will be hard for the music industry to ignore. A 2023 report from <a target="_blank" href="https://luminatedata.com/reports/yearend-music-industry-report/">Luminate</a> shows that India alone saw the biggest year-over-year increase in total annual on-demand music streams of any nation last year. Its 2023 total streams were up by nearly half a trillion plays (+463.7 billion) from 2022. The US, by contrast, saw a year-over-year increase of just 184 billion.<div type="image" title="Jay Sean wears a black bomber jacket sitting net to Veyah, a female singer wearing a teal, black and yellow striped shirt and Converse." height="1600" width="1200" msid="112636845" hostid="261" sizebytes="175430"></div>The internet has helped serve as a great equalizer in helping music go global. When Sean began his career, the way to get discovered was by showcasing your talents to record labels. Now, talent all over the world is emerging through platforms like YouTube and TikTok."You could be in the most remote village somewhere, and if you've got access to the internet and you've uploaded yourself singing — boom, you are out there for the whole world to discover you," Sean said.In fact, one of today's hottest Indian artists, <a target="_blank" href="https://www.instagram.com/diljitdosanjh/?hl=en">Diljit Dosanjh</a>, first broke through in 2020 when he entered Billboard's Social 50 chart, which ranks the most active artists on the world's leading social media platforms. It was his 11th album that finally got him there. In 2023, he became the first Indian artist to perform at Coachella.With the winds of change moving East, Jay Sean wants to find more South Asian artists and promote them. His record label 3AM Entertainment has partnered with Virgin Music Group and Range Media Partners to focus on artists from the South Asian diaspora, regardless of genre. You can see his eyes glow with excitement as he talks about the project."Our first signing is an absolutely phenomenal artist called <a target="_blank" href="https://www.youtube.com/watch?v=xuILunIEi48">Veyah</a>. I saw her on TikTok singing from her kitchen, and I was like, 'I don't know who you are or where you are, but you need to be in a music studio, not in a kitchen with a voice like that.'"Finding new South Asian talent is part of Sean's effort to give back to his community."It really was and has been important for the last 20 years for me to try and push that door down so that our rest of our people can come through," he said. "So I was like, 'Nah, I'm not going to rest until I know that we are good here.'"

South Asian music is having a moment. Jay Sean is making sure it's here to stay.  

<ul><li>Retail, Durables, BFSI, Textile &amp; Personal Accessories, register the highest growth over 2020.</li><li>Hindi, Tamil, Telugu, Kannada, Marathi, Punjabi, English &amp; Oriya register highest <keyword id="9064221" type="General" weightage="100" keywordseo="ad-volumes" source="Orion">Ad Volumes</keyword> of 2021 in October.</li></ul>Advertising volumes on TV continue to witness growth on account of the festive period. The Total Ad Volumes for the month of October 2021 stood at 178 mn seconds, highest for 2021, 11% higher than October 2020 and 23% higher than October 2019. The total number of advertisers stood at 2851 and brands were 4624 for October 2021, with 22% being new advertisers. “Television advertising continues to grow peaking at 178 million seconds in Oct 2021, the highest for the same period over the last three years. Backed by festivities and sporting events, these numbers have reinstated a strong positive sentiment amongst marketers. New advertisers and brands continue to ride this growth wave and place their trust in the medium given its reach. Ad volumes for the Dussehra week grew by 13% over the previous 4 weeks and by 25% over 2019. The number of new advertisers and brands was also the highest for this period,” says <keyword id="7538858" type="General" weightage="20" keywordseo="aaditya-pathak" source="Orion">Aaditya Pathak</keyword>, Head – Client Partnership &amp; Revenue Function, <keyword id="2801660" type="General" weightage="20" keywordseo="barc-india" source="Orion">BARC India</keyword>. While Ad Volumes for FMCG dominates charts, Ecommerce and BFSI sectors have recorded an extraordinary growth of 97% and 98% respectively, against Oct 2019, which is highest amongst other sectors. Ad Volumes for the Auto sector is also showing a positive curve with growth of 3% over 2019. The Retail sector grew by 127%, Durables by 297% and Personal Accessories by 157%, over the start of the year, January 2021. As a positive sentiment in the construction sector, Ad Volumes for the ‘Building Equipment’ category posted a 23% growth in Oct 2021 over Oct 2019. Dussehra Week 2021 witnessed 13% growth in Ad Volumes over the previous 4 weeks and 25% over 2019. The number of Advertisers and Brands during the Dussehra week 2021, is the highest as compared to previous years; 18% more than previous 4 weeks. Ad Volumes for Bhojpuri language during the festive period were at an all-time high in 2021, recording a growth of 111% compared to the same period in Oct 2019. Apart from Bhojpuri, Punjabi ad volumes also recorded a 52% growth over Oct 2019, while the growth percentage for Telugu and Marathi languages was 33% and 35% respectively.

The total ad volumes for October 2021 stood at 178 million seconds, highest for 2021 led by festivities and sporting events: BARC

<ul><li>YouTube today released the year 2021’s top 10 most-watched ads in regional languages. </li><li>The annual regional ads leaderboard features ads across six languages – Marathi, Telugu, Bangla, Punjabi, Tamil, Kannada – and represents a mix of both national and regional marketers across industries. </li><li>This listing reinforces the increasing adoption of digital by brands to engage with this large and growing consumer base to unlock growth.</li></ul>YouTube today released the year 2021’s top 10 most-watched ads in regional languages. The annual regional ads leaderboard features ads across six languages – Marathi, Telugu, Bangla, Punjabi, Tamil, Kannada – and represents a mix of both national and regional marketers across industries. With nearly half of all India internet users preferring content exclusively in regional languages, YouTube is the number one platform for accessing videos in regional languages. This listing reinforces the increasing adoption of digital by brands to engage with this large and growing consumer base to unlock growth. <keyword id="2097999" type="General" weightage="20" keywordseo="sapna-chadha" source="Orion">Sapna Chadha</keyword>, VP, Marketing, India &amp; South East Asia, <keyword id="6355629" type="General" weightage="20" keywordseo="google" source="Orion">Google</keyword>, said, “With the rapid expansion of internet users over the past few years, YouTube is helping connect viewers to a diverse tapestry of helpful content. One of the hallmarks of this is the variety of languages users access content in. Today, an overwhelming 93 per cent of YouTube viewers prefer to watch content in an Indic language of their choice. Increasingly, brands are responding to the importance of their consumers’ language preferences and creating engaging advertising in these to enhance their connect. In prioritizing for language, businesses are thus not just creating customer delight but also achieving better business outcomes.” Describing the thinking behind the Bengali language ‘Live Life in Colour’ series for Sunlight, Nitish Bhalotia, GM Fabric Cleaning, <keyword id="44863" type="General" weightage="20" keywordseo="hul" source="Orion">HUL</keyword>, said, “With a legacy of over 125 years, Sunlight is an immensely loved brand in West Bengal, where almost 8 out of 10 households purchase it during the course of a year. With our new purpose – encouraging people to “Live Life in Colour – we decided to launch a series of YouTube-only music videos during the most important moments of the Bengali festive calendar. The first was the Jiboner Rong campaign during the Pujos in 2020, and its enormous success led us to launch Boishakhi Rongeen during Poila Boishakh (Bengali New Year). For both these films, we worked with well known and new talent from the Bengali film and creative industry and the content became viral in no time. More than the numbers, we received immense love from consumers who appreciated us capturing the essence and spirit of Bengal with visual storytelling, music, and colour. Not surprisingly, post these campaigns, there’s been a sequential improvement in sales growth, market share, and in the number of households buying Sunlight.” Speaking about their campaign, <keyword id="193324" type="General" weightage="20" keywordseo="vineet-sharma" source="Orion">Vineet Sharma</keyword>, Category Director-Mountain Dew® &amp; Sting®, <keyword id="110163" type="General" weightage="20" keywordseo="pepsico-india" source="Orion">PepsiCo India</keyword>, said, “With the increasing digitization and smartphone adoption, there is an appetite for regional content and that has given brands an opportunity to connect with their audience in their preferred language across different markets. With localized creative storytelling, we focused on creating a consumer connection with our regional audience and increase brand relevance in our core markets. Sting’s association with YouTube has helped us amplify messaging effectively and the success of Energy Bole Toh Sting campaign is reflective of the brand love and impactful consumer engagement through local storytelling.” YouTube’s Most-watched Regional Language ads in 2021 Mumbai Indians Aaplya Family Cha | Official Marathi TVC Brand: Mumbai Indians Language - Marathi Views: 661,156 <div type="Youtube" id="dkhw39Zm6MM" title="Mumbai Indians Aaplya Family Cha | Official Marathi TVC" thumbUrl="https://i.ytimg.com/vi/dkhw39Zm6MM/mqdefault.jpg"></div> Rapido Bike-Taxi | Smart Ho Toh Rapido | Guru at a Salon | Allu Arjun | Brand: Rapido Bike - Taxi Language - Telugu Views: 1,230,759 <div type="Youtube" id="YU7oOKj7cUQ" title="Rapido Bike-Taxi | Smart Ho Toh Rapido | Guru at a Salon | Allu Arjun | Telugu" thumbUrl="https://i.ytimg.com/vi/YU7oOKj7cUQ/mqdefault.jpg"></div> Sunlight Boishakhi Rongeen Brand - SVF Language - Bangla <div type="Youtube" id="TmEq0B_mGJk" title="Sunlight Boishakhi Rongeen(বৈশাখী রঙিন)|Dhrubo Banerjee |Ushashi |Alaknanda |Adrija |Amit-Ishan |SVF" thumbUrl="https://i.ytimg.com/vi/TmEq0B_mGJk/mqdefault.jpg"></div> Sting Brand - Sting Energy Drink India Language - Punjabi Views - 3,766,070 <div type="Youtube" id="MizPsSeozkQ" title="Sting TVC Punjabi 2021" thumbUrl="https://i.ytimg.com/vi/MizPsSeozkQ/mqdefault.jpg"></div> TUCKER MASALA Brand - Tucker Masala Language - Tamil Views - 1,066,181 <div type="Youtube" id="jF92rXEnn9c" title="TUCKER MASALA | டக்கர் மசாலா - TVC - Jingle" thumbUrl="https://i.ytimg.com/vi/jF92rXEnn9c/mqdefault.jpg"></div> Kasha astat hya bayka | Cottonking | Bhau beej Brnad - Cottonking Official Language - Marathi Views - 533,885 <div type="Youtube" id="2zW1z081xgQ" title="कशा असतात ह्या बायका | Kasha astat hya bayka | Cottonking | Bhau beej" thumbUrl="https://i.ytimg.com/vi/2zW1z081xgQ/mqdefault.jpg"></div> Prepare for JEE/NEET with Sri Chaitanya’s expert faculty on <keyword id="18635" type="General" weightage="20" keywordseo="amazon" source="Orion">Amazon</keyword> Academy Brand - Amazon Academy Language - Telugu Views - 559,015 <div type="Youtube" id="OHv9NtY_2dA" title="Prepare for JEE/NEET with Sri Chaitanya’s expert faculty on Amazon Academy (Telugu)" thumbUrl="https://i.ytimg.com/vi/OHv9NtY_2dA/mqdefault.jpg"></div> Circle of Life - A Pavement Dweller's Journey for Identity | Beyond Banking | Equitas Bank Brand - Equitas Small Finance Bank Language - Tamil Views - 328,147 <div type="Youtube" id="8-bp73VseoY" title="Circle of Life - A Pavement Dweller's Journey for Identity | Beyond Banking | Equitas Bank" thumbUrl="https://i.ytimg.com/vi/8-bp73VseoY/mqdefault.jpg"></div> What is the true Taste Of Success for Sonu Sood? Brand - Royal Green Language - Telugu Views - 511,551 <div type="Youtube" id="DGXZQ69WeaA" title="What is the true Taste Of Success for Sonu Sood? - Telugu" thumbUrl="https://i.ytimg.com/vi/DGXZQ69WeaA/mqdefault.jpg"></div> Ola Autovina Home Delivery! Brand - Ola Language - Kannada Views - 295,751 <div type="Youtube" id="42NdA4O4QKk" title="Ola Autovina Home Delivery! | Kannada Brand Film | ಓಲಾ ಆಟೋನ ಹೋಂ ಡೆಲಿವರಿ" thumbUrl="https://i.ytimg.com/vi/42NdA4O4QKk/mqdefault.jpg"></div>

Here are 2021’s most-watched regional language ads on YouTube

<ul><li>BARC in its BARC Think Report - <keyword id="9064221" type="General" weightage="100" keywordseo="ad-volumes" source="Orion">Ad Volumes</keyword> Nov 2021 has said that TV ad volumes are witnessing a steady growth.</li><li>The report revealed that in November, ad volumes stood at 156 million seconds, 3% higher than 2020 and 31% higher than 2019.</li><li>The month witnessed 14% more advertisers and 13% more brands as compared to November 2019.</li></ul>Television Ad Volumes continue to showcase steady growth with 156 million seconds in November, 3% higher than November 2020 and 31% higher than November 2019, reports ‘BARC Think Report - Ad Volumes Nov 2021’. Says Aaditya Pathak, Head – Client Partnership &amp; Revenue Function, <keyword id="2801660" type="General" weightage="20" keywordseo="barc-india" source="Orion">BARC India</keyword>, “2021 has been an interesting year from an <keyword id="35666" type="General" weightage="20" keywordseo="advertising" source="Orion">advertising</keyword> point of view given the momentum of events we have witnessed since the beginning of the year. Despite economic challenges that were accelerated with the second wave of COVID-19, legacy advertisers continued to increase spends on TV, and new brands placed faith in the medium to ensure that they were able to stay connected with their TG. The double-digit growth in Ad Volumes that regional language channels like Telugu, Malayalam, and Bhojpuri have recorded, indicates that marketers continue to explore regional content strongly.” Highlights – Ad Volumes - November 2021 · November records the highest number of <keyword id="12776112" type="General" weightage="20" keywordseo="advertisers-and-brands-on-tv" source="Orion">Advertisers and Brands on TV</keyword> in 2021. · Ad Volumes stood at 156 million seconds, 3% higher than 2020 and 31% higher than 2019. · The month witnessed 14% more advertisers and 13% more brands as compared to November 2019. · 19% of Advertisers and Brands were new in the month. · Advertisers beyond Top 50 registered highest growth of 44% over November 2019; the Top 50 registered a 24% growth. · BFSI category bounces back with a 62% growth over the previous 2 years, month on month, with 3.8 million seconds of Ad Volumes. · E-Commerce registered an impressive 37% growth with 15.5 mn seconds of Ad Volumes in November 2021 over November 2020. · Ad Volumes for Auto, Textiles, Retail, and Personal Accessories category grew by 2x over November 2019. · Ad Volumes for regional language has shown a growth. Telugu grew by 17%, Malayalam by 13%, Bhojpuri and Hindi by 10% each, and Punjabi by 9%, as compared to November 2020. · While the Ad Volumes for Bhojpuri has doubled as compared to November 2019. Marathi as well as Punjabi languages Ad Volume has grown by 60%. · Ad Volumes for Tamil, Telugu, Hindi has witnessed growth of 30% over November 2019 showcasing steady performance. · Ad Volumes for Bhojpuri language channels grew by 103% in November 2021 over November 2019.

November recorded the highest number of advertisers and brands on TV in 2021: BARC

The year 2014 is just two days old, marking the beginning of yet another <keyword id="89477" type="UNKNOWN" weightage="100" keywordseo="Gregorian-calendar">Gregorian calendar</keyword> year. But revellers who painted the town red and want more party time need not lose heart. Officially, the year has taken off on January 1, but the regional variants of the New Year’s Day still prevail in a country like India – home to a colourful mélange of cultures and traditions. So we are yet to experience a spate of <keyword id="471694" type="UNKNOWN" weightage="100" keywordseo="New-Year-festivities">New Year festivities</keyword>, celebrated from <keyword id="6354495" type="CITY" weightage="100" keywordseo="kashmir">Kashmir</keyword> to Kanyakumari, from the <keyword id="53478" type="CITY" weightage="100" keywordseo="North-East">north-east</keyword> to the western coast. 
 Interestingly, both the Gregorian calendar (introduced by Pope Gregory XIII in 1582) and the previous <keyword id="89476" type="PERSON" weightage="100" keywordseo="Julian-calendar">Julian calendar</keyword> (first implemented by Julius Caesar in 46 BC) kick off on the same day – January 1. The Romans originally dedicated the first day of the year to Janus, the god of gates, doors and beginnings, and January, the first month of the year, was named after him. Later on, most nations in Western Europe officially started the New Year from January 1. The UK was a late adopter, though, and observed New Year’s Day on <keyword id="47282" type="ENTERTAINMENT" weightage="100" keywordseo="march">March</keyword> 25, popularly known as Lady Day since it celebrated Virgin Mary and the Feast of the Annunciation. This practice stayed in England up to 1752. 
 Closer home, we have many time-reckoning systems but the most significant among them is the <keyword id="1998432" type="UNKNOWN" weightage="100" keywordseo="Sakabda">Sakabda</keyword> or the <keyword id="1998433" type="UNKNOWN" weightage="100" keywordseo="Saka-calendar">Saka calendar</keyword>. It was introduced in 78 AD, most probably by the Kushan ruler Kanishka, and was even used in other countries such as Kampuchea and Indonesia. Another one is the popular <keyword id="1998435" type="UNKNOWN" weightage="100" keywordseo="Bangabda">Bangabda</keyword> or the <keyword id="1282409" type="UNKNOWN" weightage="100" keywordseo="Bengali-calendar">Bengali Calendar</keyword>, a <keyword id="1998436" type="UNKNOWN" weightage="100" keywordseo="Solar-calendar">solar calendar</keyword> started by Mughal emperor <keyword id="6363995" type="PERSON" weightage="80" keywordseo="Akbar">Akbar</keyword> in 1584 AD. Then there is the <keyword id="1998437" type="UNKNOWN" weightage="100" keywordseo="Hijri-New-Year">Hijri New Year</keyword>, also known as the <keyword id="1926173" type="UNKNOWN" weightage="100" keywordseo="Islamic-new-year">Islamic New Year</keyword>, which started in 610 AD when <keyword id="6358086" type="PERSON" weightage="80" keywordseo="Prophet-Muhammad">Prophet Muhammad</keyword> migrated from Mecca to <keyword id="89362" type="CITY" weightage="80" keywordseo="Medina">Medina</keyword>. 
 With so many calendars around and so many regional New Year’s Days to celebrate, it’s time to soak in the traditional rituals once more, mostly observed during the months of <keyword id="368788" type="PERSON" weightage="100" keywordseo="Chaitra">Chaitra</keyword> and <keyword id="1998439" type="UNKNOWN" weightage="100" keywordseo="Baishakh">Baishakh</keyword> (March-April). Here’s a quick look at the key events. 
 
 
 
<keyword id="4349969" type="UNKNOWN" weightage="100" keywordseo="Navreh">Navreh</keyword> – Kashmir: Let us start with Navreh, the New Year’s Day in the <keyword id="911185" type="UNKNOWN" weightage="100" keywordseo="Lunar-calendar">lunar calendar</keyword> and observed on the <keyword id="1998440" type="UNKNOWN" weightage="100" keywordseo="Shukla-Pratipada">Shukla Pratipada</keyword> (first day of the waxing moon) in the month of Chaitra (March-April). It is the <keyword id="1998441" type="UNKNOWN" weightage="100" keywordseo="Oldest-New-Year-celebration">oldest New Year celebration</keyword>, and finds mention in historical works such as Nilamat Purana, <keyword id="1998443" type="UNKNOWN" weightage="100" keywordseo="Kalhana">Kalhana</keyword>’s <keyword id="1998442" type="UNKNOWN" weightage="100" keywordseo="Rajtarangini">Rajtarangini</keyword> and Persian scholar <keyword id="1792427" type="UNKNOWN" weightage="80" keywordseo="Al-Biruni">Al-Biruni</keyword>’s writing. Each household prepares the ‘<keyword id="1998444" type="UNKNOWN" weightage="100" keywordseo="Holi-thali">holi thali</keyword>’ with great care, containing food, flower and other essentials, and it is viewed at the dawn of Navreh while family members pray for <keyword id="6383453" type="ORGANIZATION" weightage="100" keywordseo="Wealth">wealth</keyword>, knowledge and <keyword id="23119" type="ENTERTAINMENT" weightage="100" keywordseo="good-luck">good luck</keyword>. From this day, <keyword id="1998445" type="UNKNOWN" weightage="100" keywordseo="Nav-Durga-Puja">Nav Durga Puja</keyword> or <keyword id="31525" type="UNKNOWN" weightage="100" keywordseo="Navratra">Navratra</keyword> also begins in Kashmir and continues for 9 days. 
 
<keyword id="1296432" type="UNKNOWN" weightage="100" keywordseo="Chaitti">Chaitti</keyword> – <keyword id="6358126" type="CITY" weightage="100" keywordseo="Himachal-Pradesh">Himachal Pradesh</keyword>: In this hill state, the New Year’s Day is celebrated on the first day of Chaitra according to the <keyword id="1998446" type="UNKNOWN" weightage="100" keywordseo="Vikrami-calendar">Vikrami calendar</keyword> and festivals such as <keyword id="48284" type="CITY" weightage="100" keywordseo="navratri">Navratri</keyword> and <keyword id="1998448" type="UNKNOWN" weightage="100" keywordseo="Ralli-Puja">Ralli Puja</keyword> are held throughout the month in honour of Goddess Durga/Bhagwati. The month-long Ralli Puja ends in the marriage of Lord Shiva and the goddess as spinsters seek blessings of the divine duo for a spouse like Lord Shiva. 
 
<keyword id="42862" type="PERSON" weightage="100" keywordseo="Ugadi">Ugadi</keyword> – <keyword id="37102" type="COMPANY" weightage="100" keywordseo="Andhra-Pradesh">Andhra Pradesh</keyword> &amp; <keyword id="6354780" type="ENTERTAINMENT" weightage="100" keywordseo="Karnataka">Karnataka</keyword>: It is celebrated on the same day as Navreh, in the month of Chaitra, and marks the beginning of the South Indian lunar year. People of these southern states believe that Lord Brahma began the creation of the universe on this auspicious day. Houses are decorated with mango leaves and <keyword id="202308" type="PERSON" weightage="100" keywordseo="Rangoli">rangoli</keyword> designs; Panchanga or the <keyword id="1998452" type="UNKNOWN" weightage="100" keywordseo="Religious-almanac">religious almanac</keyword> is recited and puja offerings are made for a prosperous New Year. Ugadi <keyword id="758269" type="UNKNOWN" weightage="100" keywordseo="pachadi">pachadi</keyword>, the traditional dish of six flavours made of <keyword id="6441002" type="UNKNOWN" weightage="100" keywordseo="neem">neem</keyword>, <keyword id="137842" type="UNKNOWN" weightage="100" keywordseo="jaggery">jaggery</keyword> &amp; banana, salt, green chilli/pepper, tamarind juice and unripe mango, is also relished on this occasion to acknowledge six different aspects of life. 
 
<keyword id="608876" type="PERSON" weightage="100" keywordseo="Gudhi-Padva">Gudhi Padva</keyword> – <keyword id="13126" type="COMPANY" weightage="100" keywordseo="Maharashtra">Maharashtra</keyword> &amp; <keyword id="826" type="CITY" weightage="100" keywordseo="Goa">Goa</keyword>: Observed on the same day as Navreh and Ugadi (Chaitra Shukla Pratipada), the New Year festivities in these states celebrate the bounty of Nature. Houses are decked up with rangoli and colourful gudhi – a bright-hued, embellished silk banner tied to a decorated <keyword id="1808323" type="UNKNOWN" weightage="100" keywordseo="bamboo-pole">bamboo pole</keyword> and an upside down brass/silver pot fitted on the top. A day after Gudhi Padva, <keyword id="127745" type="UNKNOWN" weightage="100" keywordseo="Cheti-Chand">Cheti Chand</keyword> or the <keyword id="610532" type="UNKNOWN" weightage="100" keywordseo="Sindhi-New-Year">Sindhi New Year</keyword> is observed to celebrate the birth anniversary of <keyword id="1998458" type="UNKNOWN" weightage="100" keywordseo="Ishtadeva-Uderolal">Ishtadeva Uderolal</keyword> or <keyword id="987886" type="UNKNOWN" weightage="100" keywordseo="Jhulelal">Jhulelal</keyword>, the patron saint of the Sindhis. Lord Varuna, the water god, is also worshipped on this day, followed by <keyword id="6771793" type="UNKNOWN" weightage="100" keywordseo="feasting">feasting</keyword> and <keyword id="240265" type="UNKNOWN" weightage="100" keywordseo="devotional-music">devotional music</keyword>. 
 
Varuda Pirappu/Puthandu – <keyword id="20154" type="ORGANIZATION" weightage="100" keywordseo="tamil-nadu">Tamil Nadu</keyword>: Held in mid-April, the <keyword id="6407830" type="UNKNOWN" weightage="100" keywordseo="Tamil-New-Year">Tamil New Year</keyword>’s Day is celebrated on the first day of Chithirai, which is the first month of the traditional <keyword id="525554" type="UNKNOWN" weightage="100" keywordseo="Tamil-calendar">Tamil calendar</keyword>. Just like Navreh, the day begins with <keyword id="1998464" type="UNKNOWN" weightage="100" keywordseo="Auspicious-sighting">auspicious sighting</keyword> or <keyword id="1009356" type="UNKNOWN" weightage="100" keywordseo="kanni">Kanni</keyword>, as people <keyword id="1873" type="UNKNOWN" weightage="100" keywordseo="Worship">worship</keyword> <keyword id="13726" type="PERSON" weightage="100" keywordseo="rice">rice</keyword> &amp; farm products, <keyword id="119992" type="ORGANIZATION" weightage="100" keywordseo="precious-metals">precious metals</keyword> and <keyword id="1246513" type="UNKNOWN" weightage="100" keywordseo="new-clothes">new clothes</keyword>. Ritualistic patterns called kolams are drawn; traditional lamps or kuthu vilakkus are lighted and placed in the centre, and brass bowls known as niraikudums are filled with water to usher in <keyword id="73094" type="UNKNOWN" weightage="100" keywordseo="prosperity">prosperity</keyword> and <keyword id="800742" type="UNKNOWN" weightage="100" keywordseo="fulfillment">fulfillment</keyword>. It is followed by the <keyword id="1998469" type="UNKNOWN" weightage="100" keywordseo="Almanac-worship">almanac worship</keyword> called <keyword id="1998471" type="UNKNOWN" weightage="100" keywordseo="Panchanga-Puja">Panchanga Puja</keyword>. And the festive meal features pachadi, fruits and payasam or dessert. 
 
<keyword id="345699" type="PERSON" weightage="100" keywordseo="Vishu">Vishu</keyword> – <keyword id="28504" type="CITY" weightage="100" keywordseo="Kerala">Kerala</keyword>: Vishu is the <keyword id="1010370" type="UNKNOWN" weightage="100" keywordseo="Malayalam-New-Year">Malayalam New Year</keyword>’s Day, observed in Kerala on the first day of the Malayalam month of Medam. As in other South Indian states, auspicious sighting and other rituals are observed as part of the celebration; <keyword id="51941" type="UNKNOWN" weightage="100" keywordseo="firecrackers">firecrackers</keyword> are burst and an elaborate <keyword id="1998461" type="UNKNOWN" weightage="100" keywordseo="Festive-lunch">festive lunch</keyword> called <keyword id="1998473" type="UNKNOWN" weightage="100" keywordseo="Sadya">sadya</keyword> is served. 
 
 
 
<keyword id="1334751" type="UNKNOWN" weightage="100" keywordseo="Poila-Baishakh">Poila Baishakh</keyword> – <keyword id="6357783" type="CITY" weightage="100" keywordseo="West-Bengal">West Bengal</keyword>: The Bengali New Year’s Day is celebrated in the month of Baishakh (mostly on <keyword id="6364510" type="PERSON" weightage="100" keywordseo="april">April</keyword> 14). Also known as <keyword id="989326" type="UNKNOWN" weightage="100" keywordseo="Naba-Barsha">Naba Barsha</keyword>, <keyword id="27928" type="PERSON" weightage="100" keywordseo="Lord-Ganesha">Lord Ganesha</keyword> and <keyword id="462664" type="ORGANIZATION" weightage="100" keywordseo="Goddess-Lakshmi">Goddess Lakshmi</keyword>, deities of wealth, are worshipped on this day while businesses open fresh ledgers known as <keyword id="1998474" type="UNKNOWN" weightage="100" keywordseo="Haal-Khata">Haal Khata</keyword>. Feasting, festivities and <keyword id="6409104" type="UNKNOWN" weightage="100" keywordseo="cultural-programmes">cultural programmes</keyword> are the main attractions here. <keyword id="1998475" type="UNKNOWN" weightage="100" keywordseo="Maithili-New-Year">Maithili New Year</keyword> <keyword id="1998426" type="UNKNOWN" weightage="100" keywordseo="Juri-Sheetal">Juri Sheetal</keyword> is also celebrated on this day. 
 
<keyword id="1998425" type="UNKNOWN" weightage="100" keywordseo="Maha-Vishuva-Sankranti">Maha Vishuva Sankranti</keyword> – <keyword id="6357961" type="CITY" weightage="100" keywordseo="Odisha">Odisha</keyword>: In neighbouring Odisha, the New Year’s Day is also known as <keyword id="1998476" type="UNKNOWN" weightage="100" keywordseo="Pana-Sankranit">Pana Sankranit</keyword> or <keyword id="1998424" type="UNKNOWN" weightage="100" keywordseo="Jala-Sankranti">Jala Sankranti</keyword> or <keyword id="1998427" type="UNKNOWN" weightage="100" keywordseo="Mesha-Sankranti">Mesha Sankranti</keyword> that marks the beginning of a year in the solar calendar. Traditionally held on the first day of Baishakh (mid-April), a sweet drink called <keyword id="1998477" type="UNKNOWN" weightage="100" keywordseo="Pana">Pana</keyword> is made using fruits, card, milk, water and sugar/jaggery and bestowed as <keyword id="1998478" type="UNKNOWN" weightage="100" keywordseo="Puja-offering">puja offering</keyword>. People also drink Pana and water is offered to all, even to birds and animals, for a month. Throughout this period, <keyword id="1998479" type="UNKNOWN" weightage="100" keywordseo="Goddess-Hingula">Goddess Hingula</keyword> is worshipped for driving the evil away. Devotees often keep fast and perform penances as part of the rituals. 
 
Rongali/Bohag Bihu – <keyword id="6354915" type="CITY" weightage="100" keywordseo="Assam">Assam</keyword>: Held in the month of Baishakh (mid-April), this weeklong colourful and vibrant festival not only marks the beginning of a year in the solar calendar, but also heralds the new agricultural season. As in all other states, pujas are offered to ensure a prosperous year ahead; <keyword id="974604" type="UNKNOWN" weightage="100" keywordseo="festive-food">festive food</keyword> such as pitha and laru is made and shared, and young people get together to choose their life partners. Fairs are held; games are played, and the traditional <keyword id="1998481" type="UNKNOWN" weightage="100" keywordseo="Bihu-songs">Bihu songs</keyword> &amp; dances make it the perfect season for jollity and merriment. 
 
<keyword id="1998480" type="UNKNOWN" weightage="100" keywordseo="Cheiraoba">Cheiraoba</keyword> – <keyword id="6359754" type="CITY" weightage="100" keywordseo="Manipur">Manipur</keyword>: Moving further north-east, one gets to celebrate the Manipuri New Year Sajibu Cheiraoba in the month of April. Puja offerings, delicious food and festivities mark this occasion as well. In addition, locals climb the nearest hill tops, thus aspiring to rise to great heights in real life. 
 
Baisakhi/Vaisakhi – <keyword id="6354953" type="COMPANY" weightage="100" keywordseo="Punjab">Punjab</keyword>: Traditionally a <keyword id="404010" type="UNKNOWN" weightage="100" keywordseo="harvest-festival">harvest festival</keyword>, the <keyword id="1011009" type="UNKNOWN" weightage="100" keywordseo="Punjabi-New-Year">Punjabi New Year</keyword>’s Day is held on April 13/14 (the first day of the second month of the year, according to the Nanakshahi Calendar). It is a significant day for the <keyword id="81001" type="UNKNOWN" weightage="100" keywordseo="Sikh-community">Sikh community</keyword> as well since they celebrate the day in honor of the 10th guru, <keyword id="138545" type="PERSON" weightage="80" keywordseo="Guru-Gobind-Singh">Guru Gobind Singh</keyword>, who did away with the <keyword id="6434481" type="UNKNOWN" weightage="100" keywordseo="Caste-System">caste system</keyword>. Otherwise, fun, food and <keyword id="1998485" type="UNKNOWN" weightage="100" keywordseo="Country-dances">country dances</keyword> like <keyword id="6920" type="CITY" weightage="100" keywordseo="Bhangra">Bhangra</keyword> and <keyword id="465865" type="PERSON" weightage="100" keywordseo="giddha">Giddha</keyword>, keeping time with the beats of dhols and drums, mark this occasion. 
 
<keyword id="585610" type="UNKNOWN" weightage="100" keywordseo="Bestu-Varas">Bestu Varas</keyword> – <keyword id="6354766" type="COMPANY" weightage="100" keywordseo="Gujarat">Gujarat</keyword>: In certain parts of northern and western India, Diwali heralds the New Year and Gujarat is one of them. Bestu Varas is held a day after the Festival of Lights, in the month of <keyword id="6376330" type="PERSON" weightage="100" keywordseo="Kartik">Kartik</keyword> (October-November) and houses are splendidly decked up with <keyword id="5823" type="PERSON" weightage="100" keywordseo="Flowers">flowers</keyword>, rangoli and torans (door hangings). Pujas are offered; New Year <keyword id="54214" type="UNKNOWN" weightage="100" keywordseo="Fireworks">fireworks</keyword> are everywhere and gifts are generously exchanged. And one must not forget the festive food either, especially the delectable and traditional snacks of Gujarat such as <keyword id="107294" type="CITY" weightage="100" keywordseo="farsan">farsan</keyword>. 
 
Images: Wikipedia

New Year Festivities
Not Over Yet; Here Is How India
Celebrates

New Delhi, Feb 26 () The Goods and Services Tax Network (GSTN) on Wednesday said it has launched a new toll-free number for GST helpdesk, which will be operational 365 days for answering queries related to the indirect tax.In a statement, the GSTN said it has revamped GST helpdesk by introducing new features to improve taxpayers' experience by making the system more robust and transparent. The GSTN has come up with a new GST help desk toll-free calling number '1800 103 4786'. The caller may call on this number on 365 days in a year from 9 am to 9 pm. With the introduction of the toll-free number, the existing contact number for the GST helpdesk (0120-24888999) has been discontinued, the GSTN added.Further, 10 new languages were introduced on helpdesk. Till now, taxpayers had a facility to interact with the GST helpdesk agents in Hindi and English. Now they can interact in 10 other Indian languages -- Bengali, Marathi, Telugu, Tamil, Gujarati, Kannada, Odia, Malayalam, Punjabi and Assamese.Further, an improved version of Grievance Redressal Portal too has been launched. The GST helpdesk receives average 8,000 to 10,000 calls every day. JDMKJ

GSTN launches new toll-free number for helpdesk

<ul><li>Number of Advertisers &amp; Brands in August’21 higher than the previous two years.</li><li>BFSI, E-Commerce &amp; Corporate Brand Image register exponential growth.</li></ul>Indian marketers and brands continue to place their trust in television once again as India kickstarted its <keyword id="36208" type="General" weightage="20" keywordseo="festive-season" source="Orion">festive season</keyword> for 2021. As per BARC India’s THINK report - August ’21 Ad Volume Analysis, August 2021 recorded the highest <keyword id="9064221" type="General" weightage="100" keywordseo="ad-volumes" source="Orion">Ad Volumes</keyword> on TV since the second lockdown in April 2021 with 158 mn seconds. August 2021 saw 17% growth as compared to May 2021, 25% vs June 2021 and 9% vs July 2021. With 2803 active advertisers and 4415 active brands in the same month, there is a 23% growth over August 2019 and 19% growth over August 2020. “As we kickstarted India’s festive season with Onam, we have seen growth in Ad Volumes in <keyword id="2368104" type="General" weightage="20" keywordseo="malayalam-channels" source="Orion">Malayalam channels</keyword> for August 2021 compared to previous weeks and also compared to previous years. The number of advertisers and brands turning to television continued to increase with August 2021 recording the highest number of active brands and advertisers for the year. We continue to see a strong upward trend in the e-commerce category and a new category, Corporate and Brand Image, joining the Top 10 sectors. Bhojpuri language channels are recording strong growth with Ad Volumes being almost at par with Punjabi and Marathi language channels” said Aaditya Pathak, Head of Client Partnership &amp; Revenue, BARC India. Ad Volumes of the Top 10 advertisers grew by 29% while the next 40 saw 19% growth and the remainder, 22% growth in August 2021, versus the same period for 2019. FMCG continued to dominate with the highest share with 92.9 mn seconds of Ad Volumes and has grown by 22% over August 2019. With 4.4. mn seconds of Ad Volumes for Corporate and Brand Image, the sector witnessed a staggering growth of 570% over August 2019 where it had recorded 0.7 mn seconds. E-commerce and BFSI sectors grew by 109% and 110% in August 2021 versus August 2019. FMCG, E-commerce, Building, Industrial &amp; Land Materials/Equipments, Corporate and Brand Image and Auto, are the top 5 sectors to dominate by share. Ad volumes for Bhojpuri language channels grew by 113% in August 2021, recording the highest growth across languages over August 2019 followed by Punjabi with 47%, Marathi with 32% and Hindi and Tamil at 28% each. Hindi language channels however continue to dominate share with 49 mn seconds followed by Tamil and Telugu with 17 mn seconds and 13 mn seconds. Onam Week 2021 recorded 2.23 mn seconds of Ad Volumes, 13% higher than 2019. Ad Volumes during Onam Week 2021 for Malayalam Channels also increased by 22% compared to the previous 4 weeks, reaffirming a strong start to the festive season.

August 2021 witnessed the highest number of active advertisers and brands for 2021: BARC

<ul class="summary-list"><li>Basement Bhangra was founded in 1997 as an inclusive dance party for South Asians in New York.</li><li>The club became a space for experimentation of music from the diaspora.</li></ul>On a sweltering, sticky Saturday in New York City, Central Park was packed full of thousands of South Asians who were ready to throw down.On August 6, Basement Bhangra — the now-defunct dance party founded by DJ Rekha in 1997 — celebrated its 25th anniversary with a revival party at Central Park's Summerstage co-produced by community leaders Jashima Wadehra and Pradeepa Jeevan.It was a party like no other. Younger South Asians danced the Giddha to the drum beat of a dhol, while toddlers and the elderly sat on grass fields, gathered together to celebrate their shared culture and heritage.<div type="image" title="A crowd at Basement Bhangra at Central Park's SummerStage, August 6, 2022." height="2000" width="2666" msid="93599333" hostid="261"></div>From its inception in 1997 throughout its 20 years, Basement Bhangra became an institution for New York City's South Asian community. DJ Rekha, a Queens-native, held court at SOB's, a nightclub in Lower Manhattan, spinning tracks late into the night for patrons of all ages to dance to."By example, I am visibly queer. And I had my own personal journey with that. That's a statement in itself," founder DJ Rekha, whose full name is Rekha Malhotra, explained to Insider. "What most people don't realize about the diaspora and dance music is that the earliest club nights were started by queer folks, and that part of our history is not necessarily acknowledged." Though it was shuttered in 2017, the dance party has become synonymous with diasporic history, marking itself as the backdrop for the coming of age of South Asians on the East Coast since the late 90s.<h2>The birth of Basement Bhangra</h2>Prior to living in the United States, Rekha spent some of their early years in London. Throughout the late 80s and early 90s, South Asian youth across Great Britain partied during the daytime at clubs and danced to Bhangra music, creating an underground South Asian rave-like scene. Not only did this allow South Asian youth to claim a safe space for themselves <a href="https://www.thefader.com/2017/01/10/british-asian-daytimers-history-riz-ahmed">at a time when discrimination in the UK was pervasive</a>, but it also opened doors for an entire generation of DJs in the diaspora.<div type="image" title="South Asian partygoers dancing at Basement Bhangra." height="1333" width="2000" msid="93599335" hostid="261"></div>Rekha began their career as a DJ in New York City the early 90s, spinning at Soca Paradise, an old nightclub that was a hub for Queens' Indo-Caribbean population during their early days. They would spin Chutney Soca, a hybrid genre of music popular in Trinidad and Tobago, Guyana, and Suriname. The sounds of Chutney Soca fuse Hindustani Classical with Western and Island elements. Instruments with deep history in South Asia, such as the harmonium and tabla, are often incorporated, with a mix of Hindi and English lyrics.The exposure from Rekha's early career spinning tracks for South Asian youth attracted organizers who asked them to create a themed club night. This eventually evolved into a monthly event, known as Basement Bhangra, which took place on the first Thursday of every month.Rekha said that they often received "racist" and "classist" directives from other clubs they DJ'd for."Don't play 'Black music' and don't play Bhangra. [It was] classist against Bhangra because that was seen as the music of cab drivers, the lower-wage workers of our community, and it was racist because they assumed 'Black music' would attract a different crowd," Rekha explained. As a DJ who would often spin songs that the audience wouldn't understand due to language barriers, Rekha began to recognize the importance of dance and movement in the songs they played. <h2>DJ Rekha's indelible mark</h2>Over the years, DJ Rekha has become a mentor to young, up-and-coming musicians of the diaspora. Basement Bhangra has birthed the careers of some of the South Asian diaspora's most gifted artists."DJ Rekha is legendary," Sikh Knowledge, a Canadian-Punjabi rapper who performed at the 25th anniversary Basement Bhangra party, told Insider. "Rekha made a space for queer Desis. A safe space for femme queer men, lesbian Punjabi women — you were safe there no matter how you presented." The musician first learned about Basement Bhangra through cultural programming when he was growing up in Toronto. On Sundays, Canadian television showed various cultural programming and spotlighted Basement Bhangra. Years later, Sikh Knowledge became a part of the show's long-running history.<div type="image" title="DJ Rekha at Basement Bhangra's revival at Summerstage, Central Park New York." height="2800" width="3733" msid="93599339" hostid="261"></div>The roster of artists that have performed at Basement Bhangra in its 25-year history is vast: Artists like Horsepowar, Madame Gandhi, Sikh Knowledge, and Panjabi MC, who penned the legendary Bhangra hit "<a href="https://www.youtube.com/watch?v=-ilXc0j1iHA">Mundian To Bach Ke</a>" (famously remixed by Jay-Z), have graced the stage at the coveted event. At the 25th anniversary party, American Punjabi singer and rapper Jasmine Sandlas headlined and performed some of her biggest hits, including "<a href="https://www.youtube.com/watch?v=H7_yY3yr-jE">Illegal Weapon</a>," which has garnered over half a billion views on Youtube.<h2>A space for creativity and experimentation</h2>True to its original founding ethos, Basement Bhangra also became a place where burgeoning South Asian musicians could experiment with new forms of expression."It was the first to really allow us to feel a space in the nightlife community, a space where you could actually get down to your own music from your own culture," Raaginder, an Indian violinist, told Insider.The unique blend of music emerging from the South Asian diaspora — like Raaginder's blend of Indian classical violin and hip hop — often elides a specific genre."My sound is an amalgamation of my upbringing in the diaspora," Raaginder said. "I'd listen to hip hop, Jay-Z, Kanye at school, and grew up singing and playing Indian drums and violin at home with my musician parents. I had this really cool intersection of two different worlds that I was living in and was inspired by."<div type="image" title="Raaginder Singh, an Indian violinist." height="1537" width="2048" msid="93599341" hostid="261"></div>Basement Bhangra not only cultivated a space that allowed for diverse music from an immigrant diaspora to flourish, but also exposed bands like Red Baraat, which fuses North Indian brass music with jazz, to more South Asian fans.Red Baraat didn't initially have a defined audience. It wasn't until they played some sets at Basement Bhangra that the band exploded in popularity among South Asian listeners."Rekha definitely put us in front of a large group of people who probably didn't hear about us, hardcore Punjabis who were ready to throw down," Sunny Jain, Red Baraat's founder and dhol player, said.<h2>The next generation of music</h2>Basement Bhangra was pivotal in increasing South Asian representation in music, and artists said its legacy will have a lasting impact on the next generation of musicians in the diaspora."Having that representation is such a big thing, because you won't feel like you're doing this for the first time. That adds so much pressure," Raaginder said.Musicians told Insider the sense of being a part of a larger community of musicians will lead to more experimentation and vibrant new sounds from the next generation of South Asian creators."I feel like our moment is coming soon," Raaginder said. "The South Asian moment is knocking on the door."As for what's next, DJ Rekha has a clear idea of where they hope Basement Bhangra's legacy leads."There's two things," the DJ explained. "One, we, as South Asians, want access to the same things that everybody else has, and two, we should give everyone the same access. As much as it's great to see South Asian excellence in entertainment, I want to see us open doors for not only ourselves but for other groups as well."

Inside the electrifying world of Basement Bhangra, the legendary New York City dance scene

East Delhi witnesses a stiff fight in 2019 Lok Sabha elections as the BJP has fielded Gautham Gambhir, the famous cricketer against AAP’s Atishi and Congress’ Arvinder Singh Lovely. Gautam Gambhir, the cricketer turned as a politician is trying his luck in East Delhi, which is the least developed region of the capital of India. At present, the sitting MP from this constituency is Maheish Girri of the BJP. Gautam Gambhir joined the BJP only recently in March 2019. He has been used by the BJP as a star campaigner and to speak for the party on News channels. Gautham Gambhir is new to politics and this is his first election. Since he is a Punjabi Arora by caste, he can get the BJP the support of his caste in the East Delhi seat. Also his appeal among the youth and women is an added advantage for the BJP. Atishi is one of the prospective candidates for the AAP since she is said to have accomplished a phenomenal work in the capital to promote public education. She came to headlines when the Union Home ministry sacked her from her position as an advisor to the Delhi Deputy Chief Minister after Atishi establishing her name over the three years of her tenure.

Gautam Gambhir wins his debut election from East Delhi

With an assured performance, <keyword id="3658" type="General" weightage="50" keywordseo="india" source="Orion">India</keyword>'s 20-year-old weightlifter <keyword id="7365381" type="General" weightage="100" keywordseo="achinta-sheuli" source="Orion">Achinta Sheuli</keyword> won gold in the men's 73kg division at the <keyword id="6354367" type="General" weightage="50" keywordseo="commonwealth-games" source="Orion">Commonwealth Games</keyword> 2022, lifting a new games record total of 313kg at the NEC Hall number 1 in <keyword id="70415" type="General" weightage="20" keywordseo="birmingham" source="Orion">Birmingham</keyword>. He lifted 143kg in snatch and 170kg in clean and jerk to top the field ahead of Malaysia's <keyword id="14603880" type="General" weightage="80" keywordseo="erry-hidayat-muhammad" source="Orion">Erry Hidayat Muhammad</keyword>, who took silver with a total of 303kg, while Canada's S. Darsigny claimed bronze with a total of 298kg. <keyword id="14603996" type="General" weightage="80" keywordseo="sheuli" source="Orion">Sheuli</keyword>'s gold is India's third in the 2022 Commonwealth Games here and the sixth medal in total, all coming in weightlifting. Sheuli, the 20-year-old former tailor from Howrah district of West Bengal, was the favourite in 73kg and took lead from the snatch category itself, lifting 143kg. In clean and jerk, he started with 165kg in his first attempt, which put him 1kg ahead of the Malaysian. The Indian youngster failed to lift 170kg in his second attempt before completing it in his third attempt to take his total to 313kg, which is a Commonwealth Games record. Malaysia's Muhammad made a desperate but futile effort to lift 175kg to overtake the Indian but was not successful in two attempts, giving Sheuli the gold medal. SEE ALSO : <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/india/news/5g-spectrum-bids-cross-the-rs-1-50-lakh-mark-as-demand-for-up-east-picks-up/articleshow/93262786.cms">5G spectrum bids cross the Rs 1.50 lakh mark as demand for UP East picks up</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/cryptocurrency/news/sunanda-sharma-becomes-worlds-first-female-punjabi-singer-to-launch-song-as-nft/articleshow/93213129.cms">Sunanda Sharma becomes world’s first female Punjabi singer to launch song as NFT</a>

CWG 2022: Lifter Achinta Sheuli wins men's 73kg, bags third gold medal for India

New Delhi, Mar 19 () Vernacular e-sports gaming platform WinZO on Thursday said it has partnered with Tencent Games India for PUBG mobile tournaments on its platform. Under this partnership, PUBG mobile game will be available in 10 regional languages of India on the WinZO platform. "Tencent India's trust in WinZO is a testament to our unique vision and our distinctive strategy to develop a Netflix of Gaming. Together, we aspire to bring the best gaming experience to the mobile-first audience of Bharat," said WinZO co-founder Paavan Nanda. WinZO claims to have deep penetration in the non-urban regions of tier-III and V cities and towns with 80 per cent of the players are consuming the app in their own languages including Hindi, Bangla, Tamil, Telugu, Kannada, Gujarati, Marathi, Punjabi and Bhojpuri. "WinZO will be now conducting PUBG mobile's free-to-enter e-sports tournaments with prizes over Rs 1 crore per month," the company said in a statement. WinZO crossed the 20 million install base mark in a record time of less than a year with 90 per cent of its users coming from tier-II to V cities of India. The Delhi-based gaming firm claims to have more than 2 million bank accounts of users linked to its platform and is already clocking 200 million microtransactions per month. PRS HRS

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