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With a full front page Ad in a national daily now we know <keyword id="6355923" type="PERSON" weightage="80" keywordseo="Aamir-Khan">Aamir Khan</keyword> has hopped on to the Snapdeal bandwagon. As a celebrity endorsing the online retail portal, <keyword id="4427" type="PERSON" weightage="80" keywordseo="Aamir">Aamir</keyword> is encouraging <keyword id="107737" type="ORGANIZATION" weightage="80" keywordseo="Entrepreneurship">entrepreneurship</keyword> and exhorts sellers around the country to list and sell on Snapdeal. It seems Aamir is part of the company’s strategy at repositioning in a competitive retail marketplace. So do associations with celebrities work for brands? 
 Celebrities are most used often in the B to C markets, to aid marketing appeals directed at end consumers. The latest celebrity associations doing the rounds include <keyword id="6357861" type="PERSON" weightage="80" keywordseo="ranbir-kapoor">Ranbir Kapoor</keyword> for Star <keyword id="6356028" type="COMPANY" weightage="80" keywordseo="Sports">Sports</keyword>, Mahendra Singh Dhoni for <keyword id="116541" type="COMPANY" weightage="80" keywordseo="Reebok">Reebok</keyword>, <keyword id="6354486" type="PERSON" weightage="80" keywordseo="Virat-Kohli">Virat Kohli</keyword> for <keyword id="6377547" type="CITY" weightage="80" keywordseo="Adidas">Adidas</keyword>, <keyword id="21678" type="PERSON" weightage="80" keywordseo="sushant-singh">Sushant Singh</keyword> Rajput for <keyword id="75190" type="CITY" weightage="80" keywordseo="Nestle">Nestle</keyword> Munch among others. The question is do celebrities make a difference? Also, are there limits to their influence on consumers? 
So here’s what they can do, and what they can’t. 
 
There are reasons why celebrities matter to brands and consumers. Much of that has to do with their ability to break through a cluttered noisy market place and connect to consumers. Here are the three ways they do it - 
<ol>
	<li> Entice Attention – Consumers of today live amidst an overload of marketing messages. That is, too many communiques from as many marketers vie for consumer attention. Over time however and through conscious and subconscious acts, consumers both block and ignore marketing stimuli. Now here’s where celebrities swing into action. Using equity that revolves around characteristics of credibility (Aamir Khan with his thinking man’s <keyword id="271" type="POSITION" weightage="80" keywordseo="actor">actor</keyword> image), attractiveness (<keyword id="598" type="PERSON" weightage="80" keywordseo="Deepika-Padukone">Deepika Padukone</keyword> totally on her drop-dead gorgeous looks), or power (<keyword id="6357912" type="PERSON" weightage="80" keywordseo="amitabh-bachchan">Amitabh Bachchan</keyword> by the sheer sense of respect he evokes), celebrities snare the senses and pluck consumer attention.</li>
</ol>
 
<ol>
	<li value="2"> Provoke Consideration – What celebrities also do once the attention is in, is to get consumers to contemplate on the content of the message. Such contemplation is also aided by <keyword id="819468" type="UNKNOWN" weightage="80" keywordseo="the-choice">the choice</keyword> of the celebrity. So an Aamir can prompt consumers to ‘internalize’ and ‘believe’ the message. A Deepika may provoke the viewer to ‘identify’ and therefore ‘associate’ with the brand, and the big Daddy of <keyword id="143" type="CITY" weightage="80" keywordseo="Bollywood">Bollywood</keyword>, Amitabh may be able to get the target group to ‘act’ via ‘compliance’ to whatever is being is suggested of consumers.</li>
</ol>
 
<ol>
	<li value="3"> Forge Inclination – In behavioural lingo, ‘consideration’ is in effect consumers learning about the celebrity-endorsed brands. Such celebrity associated ‘stimulus-response learning’ in turn results in attitudes being formed. Meaning consumers now begin to ‘like’ the brand in question. So a <keyword id="735213" type="ORGANIZATION" weightage="80" keywordseo="Nescafe">Nescafe</keyword> coffee in a bright red cup in the perfectly manicured hands of Deepika turns into more than just coffee. It transforms into a brew that provokes a ‘regular guy’ to ‘switch on the best in him’ and land a date with a drop-dead gorgeous lady.</li>
</ol>
What celebrities in effect do for brands is take their target consumers down the ‘awareness-knowledge-liking’ road, right up to the cusp of a purchase consideration. Here’s where more often than not, celebrity influences comes to a grinding halt. Here’s where consumers put on their decision making hat, so they can sift through brands choices they have to arrive at the one to buy. The two acts in the consumer decision making sequence that celebrities can’t engineer are – 
<ol>
	<li>
		Influence Preference – Though Deepika may have done the job in getting a target group to like Nescafe, thus getting the brand into their ‘consideration set’, there’s no guarantee young coffee drinkers will pick it over other competing brands. That’s because taste, price, packaging, merchandising, other such variables will override celebrity associations to become the critical issues of consideration before a purchase decision.</li>
</ol>
 
<ol>
	<li value="2"> Dictate Conviction – For a final purchase, brands must compellingly convince consumers they are the best among the rest. So a Snapdeal with Aamir will hold no relevance to an online retail buyer. Neither will a Dhoni or a Kohli in the sneaker category. What will now matter is available <keyword id="154361" type="PERSON" weightage="80" keywordseo="feedback">feedback</keyword> and other information on performance from non-marketing sources. So for example, reviews on delivery, service, product quality, exchanges, and cancellations by other online buyers will dictate if an online retailer’s services are patronized. The celebrities would by now have vanished into the woodwork.</li>
</ol>
 
It’s important to note celebrities are akin to the ‘nimbu-mirchi’ in the Irfaan Khan-Ceat SUV Tyres Ad. The lemon-chilli fruit combination may help you feel good in the saddle (read, get consumers to like your brand) , but in the end it’s your astute driving and braking on top quality tires (read, superior brand value proposition) that will save you (read, get the brand consumer patronage). 
 
(<keyword id="2791684" type="UNKNOWN" weightage="80" keywordseo="Ray-Titus">Ray Titus</keyword> is <keyword id="2791685" type="UNKNOWN" weightage="80" keywordseo="Professor-of-Marketing-Strategy">Professor of Marketing &amp; Strategy</keyword> at the Alliance School of Business, Bangalore. He is also the <keyword id="842" type="POSITION" weightage="80" keywordseo="author">author</keyword> of the book, ‘Yuva India: Consumption &amp; Lifestyle Choices a Young India’. )

You may sign an Amir and Shah Rukh for Rs 5cr/day, but there are a few areas where even their charm won't work!

<ul class="summary-list"><li>Zack Snyder's next movie, "Rebel Moon," will release on Netflix on December 22, 2023.</li><li>Following a group of rebels rising up against a corrupt government, a sequel will be released on April 19, 2024.</li></ul>Zack Snyder's next big movie will be a sci-fi epic for Netflix called "<a href="https://insider.com/category/rebel-moon">Rebel Moon</a>."Set to be released in two parts, the first chapter will be released on the streaming service in December.Earlier this month, Insider attended a press event in Los Angeles with the director, his longtime producer and wife Deborah Snyder, and producers Wesley Coller and Eric Newman to preview a teaser trailer and learn more about the project. Here's everything we know so far about "Rebel Moon."<h2>What is 'Rebel Moon' about?</h2><div type="image" title="Charlie Hunnam as Kai, Michiel Huisman as Gunnar, Sofia Boutella as Kora, Staz Nair as Tarak and Djimon Hounsou as Titus in &quot;Rebel Moon.&quot;" height="1255" width="3000" msid="102957455" hostid="261"></div>Inspired by Akira Kurosawa's "Seven Samurai," "Star Wars," and "Excalibur," the film follows a group of warrior rebels who rise up to fight back against the Mother World, a corrupt government and its army, the Imperium, who assassinated the world's king, queen, and daughter.Based on an idea he's had for decades, Snyder told Insider he's been working on the "Rebel Moon" script for the past three to four years since wrapping work on his zombie film "Army of the Dead" at Netflix.<h2>The movie will be released in two parts in December 2023 and April 2024</h2>"Rebel Moon" will be released in two chapters.The first film, "Rebel Moon: Part One — A Child of Fire" will be released on Netflix on December 22, 2023. The second chapter, "Rebel Moon: Part Two — The Scargiver," will stream on Netflix four months later on April 19, 2024. The individual titles come from the script.Deborah said it was essential for the movies to be released close together. They didn't want fans to wait a year or two for the sequel. Zack said "Rebel Moon" is split into two parts so they could have enough time to fully explain why this group is gathering to fight.<h2>Its history has connections to 'Star Wars'</h2><div type="image" title="Doona Bae as Nemesis, a woman of few words, in &quot;Rebel Moon.&quot;" height="1249" width="2500" msid="102957457" hostid="261"></div>There was a time when a version of "Rebel Moon" could've been a "Star Wars" movie.Zack recounted to Insider and a small group of press how he met with Lucasfilm before <a href="https://www.businessinsider.com/disney-buys-lucasfilm-for-4-billion-2012-10">Disney purchased it in 2012</a>. He wanted to work on a project set five years before 1977's "A New Hope" that wasn't connected to the Skywalker Saga. After Disney's purchase, Zack said he met with them again, but it didn't go anywhere. He said they wanted the director to start to insert certain elements into the film. He added that the story was liberated by not being a part of the "Star Wars" universe.Since then, Zack said the story has undergone many iterations with consideration at one point to develop "Rebel Moon" into a TV series.When Insider asked if Lucasfilm had any reaction to him working on "Rebel Moon" at Netflix, he said no because they were never far enough into development on anything. <h2>Sofia Boutella, Charlie Hunnam, Djimon Hounsou, and Anthony Hopkins lead the cast</h2><div type="image" title="From left to right: Doona Bae as Nemesis, Ray Fisher as Bloodaxe, Staz Nair as Tarak, Michiel Huisman as Gunnar, Sofia Boutella as Kora, Charlie Hunnam as Kai, E. Duffy as Milius and Djimon Hounsou as Titus in &quot;Rebel Moon.&quot;" height="1500" width="3000" msid="102957458" hostid="261"></div>Boutella plays the protagonist, Kora, a young woman who's welcomed into a community on the peaceful planet of Veldt despite having a mysterious past with corrupt government forces."She has quite a complicated and dark backstory," Deborah said of the character who is trying to "make amends for things that she has done in her past.She added that Kora is "on this redemptive journey. Although, I think she doesn't feel like she's even worthy of redemption."When Kora and the community decide to fight back against the Imperium, she enlists a group of warriors which includes Charlie Hunnam as Kai, Djimon Hounsou as General Titus, Doona Bae as Nemesis, Staz Nair as Tarak, and Michiel Huisman as Gunnar. Empire also <a href="https://www.empireonline.com/movies/news/ray-fisher-four-foot-gun-zack-snyder-rebel-moon-exclusive/">reported Ray Fisher ("Zack Snyder's Justice League") has a role</a> as Darrian Bloodaxe.Zack also said frequent collaborator Jena Malone has a cameo, voicing a spider.Ed Skrein, meanwhile, plays one of their foes, Admiral Noble.Hopkins voices a powerful 500-year-old android, Jimmy, who has lost his way after the assassination of the royal family he served. Zack said Hopkins is one of a small group of "Jimmys" who he described as "quest knights" who acted as "the muscle of the realm." <div type="image" title="Anthony Hopkins' character, Jimmy, speaks with a resident of the planet of Veldt." height="1250" width="3000" msid="102957461" hostid="261"></div>With the royal family gone, Zack said his story will explore "the why of his existence.""They've been turned sort of into this soldier class. At first, they were designed to do another purpose that was really kind of more noble. They just found themselves over time sort of compromising," he said. "They kind of lose their will to fight and they become sort of like glorified forklifts.""They won't fight. They don't know morally what to do." Zack added, hinting Hopkins' Jimmy will be back in action. "If he was called upon to fight, it would not be good for anybody."<h2>Boutella performed all her stunts but one</h2><div type="image" title="Sofia Boutella as Kora and Director/writer/producer Zack Snyder on the set of Rebel Moon" height="2000" width="3000" msid="102957463" hostid="261"></div>Deborah explained how they tested five people for the part of Kora, but Boutella, who has a dance background, could pull off both her acting and stunt scenes."We only doubled her once in the whole film," Zack said, noting they didn't want to throw the actor off the side of a platform. "But she did all the fighting."<h2>7 planets will be seen in the first film</h2>Zack and Coller counted off a total of seven planets that will be explored in the first movie. In addition to Veldt, Nemesis' home planet of Daggus has been ruined by a mining operation that's been going on there." Zack teased "a big battle" will eventually take place on Veldt.<h2>They created 4 languages with a linguist</h2>"We created four languages that we had a linguist work on," Deborah said, adding that one is the Mother World language, which you can see embedded in some of the costumes.<div type="image" title="&quot;Rebel Moon&quot; Priest costume." height="900" width="1072" msid="102957464" hostid="261"></div><h2>Each chapter of 'Rebel Moon' will have a director's cut</h2>"When I draw the scenes or when I'm writing the script, I always end up with a lot of stuff that I feel really tells this sort of a deeper dive story," Zack said of going down rabbit holes with characters.<div type="image" title="Director, writer, producer Zack Snyder on the set of &quot;Rebel Moon.&quot;" height="2000" width="3000" msid="102957466" hostid="261"></div>He <a href="https://www.insider.com/zack-snyder-rebel-moon-directors-cuts-info-2023-8">said a director's cut</a> was suggested as "part of the plan" from the initial conversation he had with Netflix about "Rebel Moon," making it easier for him to edit a PG-13-rated version for the streamer when he knew anything he deleted could be held for a director's cut. Both movies will receive a longer edit, which should add about 30 minutes of extra footage to each movie.Snyder told press the director's cuts will be bloodier. Snyder didn't share a release date for either director's cut, but said the first one won't be simultaneously released with "Part One" on December 22.

Everything we know about Netflix's 'Rebel Moon'

<ul class="summary-list"><li><keyword id="11893181" type="UNKNOWN" weightage="60" keywordseo="amazon" source="Orion">Amazon</keyword> hosted more than a dozen <keyword id="11894122" type="UNKNOWN" weightage="60" keywordseo="influencers" source="Orion">influencers</keyword> at a luxury hotel in <keyword id="11933000" type="UNKNOWN" weightage="60" keywordseo="mexico" source="Orion">Mexico</keyword> last month.</li><li>It rebranded the hotel the "Amazon Resort" and provided cocktails, free products, and surf lessons.</li></ul>Amazon is trying to up its game with influencers.The tech giant invited more than a dozen influencers popular on <keyword id="11892996" type="UNKNOWN" weightage="60" keywordseo="instagram" source="Orion">Instagram</keyword>, <keyword id="11894124" type="UNKNOWN" weightage="60" keywordseo="youtube" source="Orion">YouTube</keyword>, and <keyword id="11894125" type="UNKNOWN" weightage="60" keywordseo="tiktok" source="Orion">TikTok</keyword> to a resort in Mexico in May, <a href="https://www.cnbc.com/2022/06/11/amazon-influencer-program-is-luring-social-media-stars.html">CNBC</a> first reported.Amazon rebranded a luxury hotel called Paradero Todos Santos as the "Amazon Resort." Paradero Todos Santos' website shows a one-night stay can cost between $400 and $900.CNBC reports the resort trip lasted three days, and Amazon laid on a lavish spread for the attendees.A <a href="https://www.youtube.com/watch?v=KSER5t-Skwk">YouTube video</a> posted by influencer Kirsten Titus, who has 679,000 Instagram followers and over 250,000 YouTube subscribers, shows Amazon provided attendees with personalized towels, cocktails, free "internet famous" products, and surf lessons.An <a href="https://www.instagram.com/p/Cdd-kTOqJLB/">Instagram video</a> posted by beauty influencer Raye Boyce, who has over 3.5 million combined followers on Instagram and YouTube, showed attendees received spa treatments.The company also held workshops for influencers on how to set up their own Amazon storefronts — pages on Amazon's website where they can sell products. Meredith Silver, Amazon's director of creative growth, told CNBC the purpose of the event was to "facilitate a sense of community among our creators, to educate and inspire them, and thank them for being part of our program."Amazon first <a href="https://techcrunch.com/2017/03/31/amazon-quietly-launches-its-own-social-media-influencer-program-into-beta">launched its influencer program in 2017</a>, and in 2020 it began <a href="https://www.businessinsider.com/amazon-influencer-program-live-shopping-affiliate-program-details-2021-6?r=US&amp;IR=T">actively recruiting influencers</a> to sell products on its livestream platform <keyword id="14184603" type="UNKNOWN" weightage="60" keywordseo="amazon-live" source="Orion">Amazon Live</keyword>.Influencers are able to earn commission on products they sell on Amazon Live streams. Company emails obtained by Insider showed <a href="https://www.businessinsider.com/leaked-emails-how-much-amazon-pays-influencers-to-go-live-2022-6?r=US&amp;IR=T">the company offered influencers bonuses of up to $9,000 per month</a> on top of their regular commissions in an attempt to court them.Last month's Amazon Resort could be a sign the company is having to up the ante to convince influencers that streaming on Amazon is worth their while.Insider's Amanda Perelli reported Thursday that Amazon has been <a href="https://www.businessinsider.com/why-influencers-are-ditching-amazons-live-shopping-efforts-2022-6?r=US&amp;IR=T">struggling to win influencers over to Amazon Live</a>.Amazon did not immediately respond when contacted by Insider for comment on its influencer resort.

Amazon courted a bunch of Instagram, YouTube, and TikTok influencers with a vacation at its 'Amazon Resort' in Mexico

<ul class="summary-list"><li><keyword id="153271" type="ORGANIZATION" weightage="60" keywordseo="Time-magazine">Time magazine</keyword> and <keyword id="279589" type="COMPANY" weightage="60" keywordseo="The-New-Yorker">the New Yorker</keyword> both commissioned Black artists to create powerful cover images of police brutality and racism.</li><li>In Time, artist Titus Kaphar honors victims of racist killings by painting a grieving mother holding a hallowed-out baby, while the red border lists the names of 35 Black Americans who have died at the hands of police or other Americans.</li><li>In The New Yorker, artist Kadir Nelson created a piece called "Say Their Names," which includes a painting of George Floyd with the faces of other Black men and women who have been killed.</li><li>Both artists have a prominent record of depicting African American history in their work.</li></ul>Following the death of George Floyd and the <a href="https://www.insider.com/black-lives-matter-protests-aerial-footage-photos-2020-6">massive wave of protests</a> across the US, Time magazine and the New Yorker both commissioned Black artists to create cover images to reflect the issue of police brutality and racism in America.Both images make a powerful statement at a time when many Americans are grappling with the harrowing reality of <a href="https://www.insider.com/how-to-help-fight-systemic-racism-2020-6">systemic racism</a> and violence against Black Americans.Titus Kaphar and Kadil Nelson are both renowned for their work, and have a prominent history of featuring African American history into their pieces.Here's a look at their recent pieces, and acclaimed careers.<h2>Titus Kaphar, 'Analogous Colors'</h2>In Time magazine, artist <a href="https://kapharstudio.com/">Titus Kaphar</a> created a piece called "Analogous Colors," in which a <a href="https://time.com/5847667/the-story-behind-times-george-floyd-cover/">grieving Black mother holds the silhouette of a child</a>. Kaphar chose to cut the baby out of the canvas to signify the loss of African American mothers whose children have been killed by police or other Americans.In a <a href="https://time.com/5847487/george-floyd-time-cover-titus-kaphar/?utm_source=twitter&amp;utm_medium=social&amp;utm_campaign=editorial&amp;utm_term=ideas_race&amp;linkId=90735839;linkId=90735839">poem to accompany the piece</a>, Kaphar writes, "In her expression, I see the Black mothers who are unseen, and rendered helpless in this fury against their babies."Along the border of the cover, Kaphar lists the names of 35 Black Americans who have been killed in acts of racial violence.Kaphar was born in Kalamazoo, Michigan, in 1976. He received an MFA at the Yale School of <keyword id="1105" type="PERSON" weightage="60" keywordseo="art">Art</keyword>, and has since become a nationally recognized artist whose work has appeared in The Museum of Modern Art in New York, and the National Portrait Gallery in Washington, DC, among many others.As a multimedia artist, Kaphar has created paintings, sculptures, and installations that often explore ideas of history and representation. <a href="https://kapharstudio.com/about/">According to his website</a>, "his practice seeks to dislodge history from its status as the 'past' in order to unearth its contemporary relevance."Kaphar works with a variety of materials and methods with the "aim to reveal something of what has been lost and to investigate the power of a rewritten history."In some of his previous work, Kaphar has investigated the criminal justice system and its relationship to Black Americans. When a series of protests broke out in Ferguson, Missouri, after the death of Michael Brown in 2014, Kaphar created a painting titled <a href="https://time.com/time-person-of-the-year-ferguson-painting/">"Yet Another Fight for Remembrance,"</a> that was also featured in Time magazine.Throughout his career, Kaphar has received a number of awards, and has since created a program in New Haven, Connecticut, called <a href="https://www.nxthvn.com/about/">NXTHVN</a> to give early-career artists opportunities for mentorship and networking.<h2>Kadir Nelson, 'Say Their Names'</h2>In the New Yorker, artist <a href="https://www.kadirnelson.com/">Kadir Nelson</a> created a memorializing cover image in which the faces of 18 Black Americans who have been killed by racial violence are shown within the outline of George Floyd.The piece, titled "<a href="https://www.newyorker.com/culture/cover-story/cover-story-2020-06-22?campaign_id=9&amp;emc=edit_nn_20200615&amp;instance_id=19396&amp;nl=the-morning&amp;regi_id=107792266&amp;segment_id=30929&amp;te=1&amp;user_id=646afad6f902850b1ef5fa470c2e9c50fad6f902850b1ef5fa470c2e9c50">Say Their Names</a>," includes the faces of <a href="https://www.insider.com/ahmaud-arbery-shooting-killed-jogging-travis-gregory-mcmichael-georgia-justice-2020-5">Ahmaud Arbery</a>, <a href="https://www.insider.com/heres-who-protesters-are-remembering-across-the-country-2020-6">Tony McDade</a>, <a href="https://www.businessinsider.com/a-minute-by-minute-timeline-of-everything-thats-known-about-the-trayvon-martingeorge-zimmerman-shooting-2012-6">Trayvon Martin</a>, and <a href="https://www.insider.com/george-floyd-death-eric-garner-mother-i-cant-breathe-2020-5">Eric Garner</a>, as well as icons of the civil rights movement.According the <a href="https://www.washingtonpost.com/arts-entertainment/2020/06/14/new-yorker-cover-george-floyd/">Washington Post</a>, Nelson said the cover was a "memorial to all of the African Americans who were and continue to be victimized by the long shadow cast by racism in America and around the globe."Nelson, 46, practices art in Los Angles and has become widely recognized for his work.After receiving a BFA at the Pratt Institute in New York, DreamWorks Pictures commissioned Nelson to create pieces for two separate films, including Steven Spielberg's Oscar-nominated film, "<a href="https://www.imdb.com/title/tt0118607/">Amistad</a>," about a slave uprising on a ship.This work led him to <a href="https://www.librarypoint.org/blogs/post/kadir-nelson/">create children's books about African American history</a>, including, "<a href="https://www.amazon.com/Moses-Harriet-Tubman-Freedom-Caldecott/dp/0786851759">Moses: When Harriet Tubman Led Her People to Freedom and Henry's Freedom Box: A True Story of the Underground Railroad</a>," and, "<a href="https://www.scholastic.com/teachers/books/we-are-the-ship-the-story-of-negro-league-baseball-by-kadir-nel/">We Are the Ship: The Story of Negro League Baseball</a>," which was a New York Times bestseller.In his work, Nelson often focuses on <a href="https://www.kadirnelson.com/about">history and heroes within American culture.</a> His art has been featured on the cover of albums by Michael Jackson and Drake, and he has created imagery for National Geographic, HBO, and Nike, among others.He also has artworks on permanent display in the US House of Representatives, the National Baseball Hall of Fame, and the National Museum of African American History and <keyword id="24504" type="ORGANIZATION" weightage="60" keywordseo="culture">Culture</keyword>, to name a few.See more of <a href="https://kapharstudio.com/">Kaphar's</a> and <a href="https://www.kadirnelson.com/">Nelson's</a> work at their websites.

Meet the artists behind Time magazine and the New Yorker's powerful cover images about police brutality and racism

list of private Coronavirus testing labs approved by the government

As the <keyword id="6528721" type="UNKNOWN" weightage="80" keywordseo="bans">bans</keyword> in India swirl around <keyword id="60137" type="UNKNOWN" weightage="80" keywordseo="Beef">beef</keyword>, roast, and the reel, there’s a parallel blowback phenomenon that’s gathering steam on online social platforms in the country. This pushback comes from a cohort that currently dominates the country’s demographic data in numbers unimaginable. Make no mistake, <keyword id="2757439" type="UNKNOWN" weightage="80" keywordseo="yuva-india">YUVA INDIA</keyword> aka the youth population of India is out in virtual force to protest bans and find ways to get around them. Of course, their favourite dissent spots still remains <keyword id="6354632" type="COMPANY" weightage="80" keywordseo="Social-media">social media</keyword> sites and portals, a parallel world they now inhabit 24/7. Tweeting, posting scraps and links to reel and other content on social media with abandon, Yuva India is using resources they readily possess to take their disdain for bans far and wide. They are grouping and rallying support so they can have their voices heard with greater clarity, and at louder decibels. 
 
As I watch the blowback phenomenon unfold around me, I am prompted to ask the very same question that made me to write my book, ‘Yuva India: Consumption &amp; Lifestyle Choices of a Young India’. Why are the youth taking to and harbouring attitudes, and exhibiting behaviour far removed from their predecessor generation. Why are they angry at the bans when their parents are taking the ‘don’t rock the boat’ route out? Why are they vocal when their parents stay silent? 
The answers to this ‘radical’ behaviour rise to the surface once you dive deep and sift through what makes up the young Indian psyche. Here are five critical elements of their personality makeup that’s at the heart of the vocal pushback we are witnessing. 
 1. Composite Identity – For the first time in the country we are bearing witness to the rise of a generation that has taken on a composite identity. An outcome of multiple cultural influences, Yuva India is local, Indian, and foreign at the same time. Which amply explains why a foreign hand conspiracy theory, the kind floated to discredit the <keyword id="6357643" type="UNKNOWN" weightage="80" keywordseo="Nirbhaya">Nirbhaya</keyword> documentary doesn’t cut any ice with them. Far from fostering cross cultural angst, in the Yuva India psyche, the bhelpuri, burger, and the biryani sit at the same table in perfect harmony. 
 
 2. Independent Ipseity – The young in India today sport selves that are fiercely independent. The desire to craft and dictate their own destinies is only growing stronger by the day among youth cohorts. This means Yuva India wants to decide for itself. Impositions by others are not welcome. A ban to young Indians is akin to someone on the outside doing the thinking and deciding for them. That is unacceptable. It’s no wonder then Barun Sen from Bangalore had this as his tweet - 
<a href="https://twitter.com/barunsen">Barun Sen ‏@barunsen </a> 
Ban beef. Ban documentaries. Ban partying. Ban movies. Ban free speech. India has been BANgalored to the Stone Age. We Rock <a href="https://twitter.com/hashtag/IndiasDaughter?src=hash">#IndiasDaughter</a> 
 
Manjunath Shastry, another of Yuva India added his bit with his tweet – 
 
Jay Shastry @JayShastry 
Amidst <a href="https://twitter.com/hashtag/BeefBan?src=hash">#BeefBan</a> and <a href="https://twitter.com/hashtag/IndiasDaughter?src=hash">#IndiasDaughter</a> we completely didn't notice that Karnataka Govt. is going to Videotape Foreigners Partying at your party 
 
3. Secure Spirit – Inside their heads young Indians harbour a sense of security that’s way beyond what their predecessors nursed. Growing up in conditions of greater economic and social security, Yuva India has fostered a healthy sense of the self that allows them to admit to their own infirmities. Not so among older India. Their insecurity prompts them to sweep the unpalatable under the carpet. Riding on enhanced psychological security, young Indians are ready to admit and own up to problems. That explains why they are ready for a documentary that may point fingers at the society they populate. 
 
4. Sociable Aptitude – Though fiercely independent, young’s India’s considerations go beyond their own selves. This is amply demonstrated by reactions to the beef ban. Many of the young men and women who don’t eat beef on religious grounds are willing to stand up for those who do. They don’t see this as a sneaky opportunity to impose their majoritarian will on a minority. Instead they want to adopt an attitude that says ‘live and let live’! 
 
5. Altruist Temperament – Young India’s individualist inclinations are paradoxically coupled with a desire to make a difference in other people’s lives. Such a propensity is why the youth come out in big numbers to protest and participate in movements they believe will make a difference. They know they are all in it together. A fall for one is not seen in isolation. Instead they see it as a possible descent for many in the future. So they rally around. For each other, and to protest bans. 
 
It’s important we recognize young India to be a different breed from what we’ve encountered in the past. It’s equally important we see them as our hope for the future. For now of course they are our chance at, as Barun put it, dodging being BAN galored! 
 
(Ray Titus is Professor of Marketing &amp; Strategy at the Alliance School of Business, Bangalore. He is also the author of the book, ‘Yuva India: Consumption &amp; Lifestyle Choices a Young India’.)

Ban Culture:Why
YUVA INDIA finds the ‘banned’ perfectly palatable

A <keyword id="6354904" type="PERSON" weightage="80" keywordseo="tweet">tweet</keyword> started by Reditt that provoked a ‘back and forth’ between online retailers <keyword id="6354742" type="COMPANY" weightage="80" keywordseo="Flipkart">Flipkart</keyword> and <keyword id="18635" type="CITY" weightage="80" keywordseo="Amazon">Amazon</keyword> got online <keyword id="6354632" type="COMPANY" weightage="80" keywordseo="Social-media">social media</keyword> buzzing in India last week. Though Flipkart began its first tweet on a slightly edgy note, it ended the talk-back with grace. Flipkart‘s final tweet stopped with a promise to celebrate Amazon’s claim that ‘there’s bit of Amazon in every e-commerce company’. 
 No sooner had the banter ended, social media users in India went on a sharing and commenting spree about the exchange between two of India’s top online retailers. Consider the Twitter numbers. Flipkart’s tweet portraying the delivery package as a dustbin attracted 767 retweets and 356 favorites. Amazon’s response got 444 retweets and 315 favorites. Flipkart’s final ‘we’ll drink to that’ tweet had 100 RTs and 98 favorites. Numerous scraps on Facebook walls on the exchange too sprang up in no time. What’s more, the comments and opinions expressed on various social portals and sites by netizens stayed firmly in the approving charitable zone. In fact, most people seemed to have enjoyed the banter. Soon, the buzz on social media was picked up by mainstream media with the ToI and <keyword id="23268" type="CITY" weightage="80" keywordseo="outlook">Outlook</keyword> magazine running stories on the banter. 
 
<blockquote class="twitter-tweet" lang="en-gb">
	
		 
		Cheers to you two, for the good humoured banter :) "<a href="https://twitter.com/Flipkart">@Flipkart</a>: <a href="https://twitter.com/amazonIN">@amazonIN</a> <a href="https://twitter.com/redditindia">@redditindia</a> We'll drink to that. o/\o" — <keyword id="2750127" type="UNKNOWN" weightage="80" keywordseo="reddit-india">Reddit India</keyword> (@redditindia) <a href="https://twitter.com/redditindia/status/568778922852261888">February 20, 2015</a> 
	 
	 
	 
	 
	 
	 </blockquote>
So are there lessons to be learnt from this exchange, at a time when social media dominates business and people’s lives? You bet. Here are the 5 key takeaways for business and brands from the Amazon-Flipkart tweet exchange – 
 
1. When social, go cordial: It’s good to remember what is social can also go viral. If and when it does, the content that goes around must be pleasant enough for people to form favorable impressions. Both Amazon and Flipkart using wit and grace in that order ensured they stayed firmly in the ‘likable’ zone. 
 
2. When social, keep it real: Business and brands must learn to cultivate a human face. It’s what makes them seem real to people, and also endears them to the public at large. One way to appear real is to talk (read, tweet) like a real person. If you look closely at the tweet exchanges between Reddit, Amazon, and Flipkart it seems like its people doing a back and forth with each other. The tweets don’t come across as <keyword id="6354839" type="ORGANIZATION" weightage="80" keywordseo="marketing">marketing</keyword> messages; instead they show up as ‘real talk’ among ‘real people’, aka business firms. 
 
3. When in sight, time it right: On a web-enabled social platform, timing’s everything. You’ve heard how timing’s important in comedy; ditto on social media. When the gauntlet was thrown by Flipkart, Amazon reacted ‘real-time’, and that made all the difference. Waiting would have killed the story, and also the interest levels of netizens and social media users. 
 
4. If it’s a loss of face, withdraw with grace: Flipkart’s reference to a dustbin in its tweet was smartly countered by Amazon with its ‘there’s a bit of Amazon’ retort. How did Flipkart in turn react? It acknowledged the witty riposte and closed with a promise to ‘drink to that’. Now that’s both classy and graceful. The result was that nobody came out scarred. Though Amazon scored, Flipkart joined in with best wishes, and netizens lapped up the gesture. 
 
5. Social fun needn’t be zero-sum: Too many times businesses have believed rivalry to be a zero sum game. If one has to win, the other has to lose. Of course, Flipkart and Amazon are keen rivals, yet they’ve shown with this banter that it’s not always about winning at another’s expense. That it’s also about engaging a common audience that both firms target. In doing so, everyone emerges a winner. The audience is engaged, the category grows, and both firms benefit. 
There’s much business and brands can learn from what will now become part of e-commerce legend in India. Why only business, there’s much we can learn too. 
Let’s drink to that! 
 
(Ray Titus is Professor of Marketing &amp; Strategy at the Alliance School for Business, Bangalore. He is also the author of 'YUVA INDIA: Consumption &amp; Lifestyle Choices of a Young India'.)

5 key takeaways from the Amazon-Flipkart twitter banter

To assume the eight season of the <keyword id="6354312" type="CITY" weightage="80" keywordseo="IPL">IPL</keyword> to be a just a sporting spectacle would be akin to missing the wood for the trees. Sure, there will be the cricket matches that are played, but if you step away from the games and drop the squint, you will behold the IPL as pure marketing magic. Remember, Marketing in the end is pandering to consumers’ needs, wants, and desires! The IPL on its part has gone beyond just gaming to conjuring up a spectacle that bites deep into the basest of human wants and desires. 
 So if the IPL is not just cricketing action to the frenzied viewership that follows it, what is it about? To figure that out, it’s important to understand what the IPL does to millions of its followers. Again, it’s a shift in perspective that is required so the IPL is not seen merely as a sporting show, but as one that peddles pure <keyword id="4578" type="COMPANY" weightage="80" keywordseo="entertainment">entertainment</keyword>, and that’s slowly but surely creeping and ensconcing itself firmly into the India’s socio-cultural scene. It’s no wonder then brands trucking on the IPL bandwagon including its title sponsor <keyword id="44672" type="CITY" weightage="80" keywordseo="Pepsi">Pepsi</keyword> are heralding the arrival of the 8th season with a ’Kyunki Aa <keyword id="2809955" type="UNKNOWN" weightage="80" keywordseo="Raha-Hai-India-Ka-Tyohaar">Raha Hai India Ka Tyohaar</keyword>!’. So now the IPL is being officially positioned as ‘India’s tyohaar’, or ‘India’s festival’! Note, that’s part of the marketing magic I was talking about! The numbers too bear testimony to the growing habitual popularity of the IPL. Last season, IPL’s reach in India touched 560 million, and this season as a result, the brand is expected to mop up revenues to the tune of Rs. 950 crores. 
 
So what is the IPL conjuring up that is making it a part and parcel of India’s socio-cultural lore? Here are four things the IPL is doing that is getting Indians engaged, lock, stock and barrel - 
 1. Enabling Conversations – Everything the IPL does, before, during, and after the event is done loud and in the public eye. So the auction that includes <keyword id="143" type="CITY" weightage="80" keywordseo="Bollywood">Bollywood</keyword> celebrities, the team selection, and arrival of foreign players, the press conferences, and even the spats are all intentionally displayed in the public square via superb media management. As a result at a base level the IPL starts and keeps a conversation going amongst its die-hard followers for the time it’s around. Stuck to cubicles in their everyday lives the otherwise bored followership now tunes in to participate in IPL enabled conversations of their own making! 
 
2. Creating Communities – The IPL does a smart job as a creator of ‘artificial communities’. Based on team and player loyalties, cohorts are formed across the country. These cohorts consist of fans both in the stadiums and on the outside swearing by their respective teams. The affiliations so formed are light hearted and nothing like the patriotic fervour driven banding together that’s seen when it’s the national team that’s playing. In the case of IPL communities, the tone and tenor of the affiliations have more to do with fun, and are mostly playful in nature. This is best witnessed in the within-cohort and across-cohort conversations. 
 3. Brandishing Identities – The IPL gives its fans the perfect opportunity to construct and brandish identities via affiliations to the teams in the ring. The teams too have capitalised on this desire for image-display by engaging with their fans. So a <keyword id="6354925" type="COMPANY" weightage="80" keywordseo="Kolkata">Kolkata</keyword> Knight Riders tweet – 
 
 

	

	 
	 
	To which Manish Agarwal, a KKR fan replies, 
	 
	
		
	
		 
		 
		 4. Peddling Revelry – To its followers in India, IPL is unrestrained merry making. Amidst the cricket played in stadiums, there are the cheerleaders and the fireworks, there are movie stars in the stands, and then there’s an <keyword id="6366415" type="UNKNOWN" weightage="80" keywordseo="atmosphere">atmosphere</keyword> of unbridled merriment. IPL comes across less like a sacred sporting event, and more like a boisterous jamboree. Such a carnival like atmosphere that’s peddled inside the stadium is pure marketing aimed at giving IPL followers a chance to de-stress and enjoy a game that’s nowhere near its puritan best. It’s no wonder then the IPL has raised the hackles of those who follow the sport with a puritanical zeal. The latter complain and call the IPL a non-cricketing event. Truth is, they are right! What they obviously missed is that such a breakaway from what is pure cricket is by design! 
		 
		Here’s a note of caution. What the IPL must worry about for the future is what all brands must spend time pondering on. That of consumer and viewer fatigue. Over time, every marketing solution loses relevance because a better one pops out of the woodwork pandering to consumer wants and desires with a superior proposition. For now, the IPL seems an unchallenged indulgence to its followers. That’s because the people behind this spectacle have constructed a pure entertainment product that’s captured and kept the imagination of its followers. 
		For now guess what, there’s much all of us can learn from such an abandonment of puritanism! 
		 
		(Ray Titus is Professor of Marketing &amp; Strategy at the Alliance School of Business, Bangalore. He is also the author of the book, 'Yuva India: Consumption &amp; Lifestyle Choices a Young India'. )

How the IPL is now India's 'Tyohaar'

During this cricket season the brand that has scored with its TV campaign, grabbing eyeballs in the process is <keyword id="2048958" type="COMPANY" weightage="80" keywordseo="Cricbuzz">Cricbuzz</keyword>.com. But then there’s a catch to their success on the idiot box. From among the TV Ads they unveiled this season, only one has struck a strong chord with viewers. That’s the ‘Cricket ka Keeda – Milk’ one, where a husband browsing the app on his mobile phone absent-mindedly bowls a packet of milk, only to have it land on his wife’s head and drench her. Viewers loved it! Note two comments on the video uploaded on <keyword id="10879" type="CITY" weightage="80" keywordseo="YouTube">YouTube</keyword>. Sushant Jadav had this say, ‘Concept was superb but the actors made it absolutely awesome, duck karna chahiye tha na, that line made me burst into laughter.’ Another viewer, <keyword id="2770307" type="UNKNOWN" weightage="80" keywordseo="Bobby-Ramani">Bobby Ramani</keyword> wrote, ‘Absolutely hilarious! This ad makes me burst out laughing each time!! Can relate to it!!!’ 
 What’s interesting is, though Cricbuzz put up three Ads on YouTube on the same day, a month ago, the ‘milk’ one has almost four times as many views as the other two. A show of hands in my class too confirmed how popular the ‘<keyword id="2770308" type="UNKNOWN" weightage="80" keywordseo="Milk-Ad">Milk Ad</keyword>’ is. Now this is not the first time such a thing has happened in the world of TV <keyword id="35666" type="COMPANY" weightage="80" keywordseo="advertising">advertising</keyword>. Remember <keyword id="79563" type="UNKNOWN" weightage="80" keywordseo="Naukri">Naukri</keyword>.com and the ‘<keyword id="241428" type="PERSON" weightage="80" keywordseo="Hari-Sadu">Hari Sadu</keyword>’ Ad? The one where workplace boss, Hari Sadu is helped by his subordinate using cuss words to book a table at a restaurant? The Ad hit home, big time! Then the slide started. <keyword id="818790" type="UNKNOWN" weightage="80" keywordseo="the-rest">The rest</keyword> of the Hari Sadu series of Ads that followed sank without a trace. Here’s another example. Remember the <keyword id="1587761" type="UNKNOWN" weightage="80" keywordseo="Mentos">Mentos</keyword> ‘Dimaag ki Batti Jalla De’ Ad on TV? The one where a college kid walks backwards and fools his <keyword id="6356384" type="POSITION" weightage="80" keywordseo="Professor">professor</keyword> to get a seat despite being late to class? That one too went viral. All the other ads in the Mentos campaign featuring a college kid at a musical recital and other similar scenarios went past viewers without even a whimper. 
 
Considering this gaggle of evidence from TV advertising, it’s pertinent to ask if there’s a pattern here that we can learn from. So here’s the question. Why is that brands are more often than not remembered for the one Ad only, despite having released a series as part of their communication campaign on broadcast media? To unravel the reasons, it’s important to understand the role viewer senses and their adaptation to stimuli (read, advertising) play in the success or failure of communication campaigns. So here’s what happens – 
 
1. Stimuli Selection – The ad that grabs viewer eyeballs is the one that presents to viewer senses, stimuli that’s out of the ordinary. That could mean the content is uniquely witty and something viewers can relate to. In the case of Cricbuzz, Naukri, and Mentos, the Ads that connected were the ones that made viewers grin broadly, plus the ‘relatability’ quotient was top notch. 
 
2. Threshold Setting – The problem with ‘uniquely witty’ advertising is that it raises the viewer threshold of ‘uniqueness’ and ‘wittiness’ for those to follow. So to catch viewer attention subsequently, the second or the third Ad must be ‘super witty’. Truth is, most follow ups aren’t and so they sink. 
 
3. Sensory Adaptation - What makes it worse for following Ads is by then, every marketer tries to join the ‘witty’ bandwagon. So there are now too many Ads trying to be ‘funny’ and so ‘funny’ goes out of the window a la ‘viewer fatigue’. The jokes don’t work anymore! 
 
So is there something marketers can do to arrest the effects of a rising viewer threshold, and the damage sensory adaptation to stimuli can cause? 
 
Of course! Here’s what they must do. 
 
1. Note rising stimuli threshold – First recognize that the threshold has been raised, and so ensure subsequent ads are crafted with care. Don’t do funny for funny’s sake, because the first amusing Ad worked. Know this time the viewer won’t bother, unless your Ad puts on view unique original content, or one that’s outscored the previous setting with enhanced wit and relatability quotient. 
 
2. Assess and cross the ‘JND’ – The Weber’s Law of Just Noticeable Difference (JND) says, to produce a noticeable variation in sensory experience, there’s a minimum amount by which the stimulus intensity must be changed. If such a minimum amount isn’t crossed, the subsequent stimulus will have zero ‘arresting’ power. That means, for subsequent ‘funny’ Ads to catch consumer attention, they must be ‘funnier’. Plus the difference between ‘funnier’ and ‘funny’ must be at or greater than the JND. 
 I agree that isn’t easy, especially since the ‘first’ funny Ad raises viewer threshold. But that again doesn’t mean it can’t be done. There are brands out there that have done it, even over decades. The ‘<keyword id="26280" type="COMPANY" weightage="80" keywordseo="amul">Amul</keyword> Girl’ on a billboard and elsewhere for example, hasn’t just managed to catch and keep our attention; she has also made us grin broadly every time she has appeared! Why not, with copies such as, ‘Cricket ya Gaylee Danda’, ‘India, Jeet te Raina’, ‘Swachh a Big Burden’, and others, Amul not just defined our sensory thresholds, it crossed it consistently breaking JND barriers! 
 
Now that’s advertising genius we can all learn from! 
 
(Ray Titus is Professor of Marketing &amp; Strategy at the Alliance School for Business, Bangalore. He is also the author of 'YUVA INDIA: Consumption &amp; Lifestyle Choices of a Young India'.) 
 
(Image Courtesy: cricbuzz.com)

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