<ul><li><keyword id="2008319" type="General" weightage="100" keywordseo="upgrad" source="Orion">upGrad</keyword> commits to ‘fast-forward your career’ in its latest Ad film; Launches its biggest campaign to date.</li><li>Inspired by the real-life testimonials from upGrad learners, the campaign has been conceptualised by <keyword id="3219015" type="General" weightage="20" keywordseo="the-womb" source="Orion">The Womb</keyword>, directed by celebrated ad and feature filmmaker <keyword id="1612592" type="General" weightage="20" keywordseo="vinil-mathew" source="Orion">Vinil Mathew</keyword> of <keyword id="3006929" type="General" weightage="20" keywordseo="breathless-films" source="Orion">Breathless Films</keyword>. </li></ul>Taking ahead the brand's mission of driving meaningful career outcomes for its learners, upGrad, Asia’s higher Edtech leader, unveils its new campaign, ‘Fast Forward Your Career with online courses from upGrad’. Conceptualised in partnership with The Womb, the campaign is inspired by numerous emails and messages the brand has received from its alumni who have successfully received double promotions, higher pay grades, and job placements at 1000+ companies and MNCs across the globe after pursuing their online courses. upGrad has helped its learners skip many rungs on the career ladder, thereby speeding up the growth process. The commercial dramatises a similar career journey which will re-ignite viewers’ ambition of achieving meaningful professional growth. <div type="Youtube" id="BGH6jcHJo10" title="Fast Forward Your Career with upGrad. #FFwithupGrad" thumbUrl="https://i.ytimg.com/vi/BGH6jcHJo10/mqdefault.jpg"></div> <div type="Youtube" id="IDjxHUitdAU" title="Top Universities with upGrad #FFwithupGrad" thumbUrl="https://i.ytimg.com/vi/IDjxHUitdAU/mqdefault.jpg"></div> <div type="Youtube" id="6AjaVSjVfDc" title="Top Faculty with upGrad #FFwithupGrad" thumbUrl="https://i.ytimg.com/vi/6AjaVSjVfDc/mqdefault.jpg"></div> Commenting on the launch of the new campaign, Arjun Mohan, CEO-India, upGrad said, “At upGrad, our core belief has been to offer the working professional community best-in-class opportunities with regards to universities, faculty, and placements since both career growth &amp; success depend on these tenets. The campaign aims to bring out this differentiated positioning of the brand in the higher EdTech industry. While our past campaigns have helped us create significant awareness and establish upGrad as an online higher education leader, we now wish to push the envelope further and build preference for the brand, especially among a large set of ambitious working professionals who are looking for meaningful career growth, faster.” Navin Talreja, Co-founder, The Womb, further added, “After landing a job, many working professionals find themselves stuck in the same job role without any growth and not much of a salary hike. While the want to study is present, their fear of losing regular income, and the insecurity of perhaps not landing a good job makes them believe that a linear growth cycle in sub-optimal positions or organisations is their only option. This campaign seeks to shake these working professionals out of their career inertia and position upGrad as a viable option that facilitates strong career outcomes in a contemporary, relatable, and engaging manner.” “The films have a relatable, slice-of-life quality with an interesting blend of tongue-in-cheek humor and the fuzzy warmth of friendship. It was an absolute joyride to collaborate with the super creative team at The Womb and a progressive client like upGrad.”, said Vinil Mathew, the director of the film. With over two decades of experience and 250 commercials later, Vinil stepped into Bollywood to direct the critically acclaimed romantic comedy, Hasee Toh Phasee and his latest crime thriller, Haseen Dillruba, which was recently released on Netflix. After a break of almost 2 years from ad commercials, he is back with the endearing campaign for upGrad – which is the brand’s biggest campaign to date. Launching with VIVO IPL 2021, the campaign will be heavily promoted across TV and Digital. The brand has partnered with a host of content creators and influencers who will be joining its war cry of fast forwarding careers in the competitive world of today. Furthermore, adding a more regional flavor to the campaign, the ad films will also run across media channels in several Indian languages including Hindi, Tamil, Telugu, Marathi, Bengali and Kannada alongside English to connect with the regional audience.

upGrad's latest ad seeks to shake working professionals out of their career inertia and position itself as a viable option

<img class="gwt-Image" src="/photo/30228376.cms" /> When love is in the air and Valentine’s Day is just around the corner, <keyword id="143" type="CITY" weightage="100" keywordseo="Bollywood">Bollywood</keyword> is bound to come up with a <keyword id="24069" type="UNKNOWN" weightage="100" keywordseo="romantic-comedy">romantic comedy</keyword>. But when ad film-maker <keyword id="1612592" type="PERSON" weightage="100" keywordseo="Vinil-Mathew">Vinil Mathew</keyword>’s directorial debut <keyword id="1520199" type="UNKNOWN" weightage="100" keywordseo="Hasee-Toh-Phasee">Hasee Toh Phasee</keyword> hit the screen a week before <keyword id="4167782" type="UNKNOWN" weightage="100" keywordseo="V-day">V-Day</keyword> (February 7), it turned out to be a better love feast than the run-of-the-mill romances. Much of the credit goes to the lead duo – <keyword id="562349" type="PERSON" weightage="100" keywordseo="Parineeti-Chopra">Parineeti Chopra</keyword> and <keyword id="1320874" type="PERSON" weightage="100" keywordseo="Sidharth-Malhotra">Sidharth Malhotra</keyword> – and the <keyword id="303" type="POSITION" weightage="80" keywordseo="Director">director</keyword>, of course, who tweaked all the usual Bollywood masala into an earthy and sharp reality without stripping the flick of its dream elements. And going by the <keyword id="2034852" type="UNKNOWN" weightage="100" keywordseo="Box-office-numbers">box office numbers</keyword>, we dare say that the audience loves those experiments garbed in the feel-good raiment. In other words, this Parineeti-Sidharth starrer has different offerings at different levels – whether you take it as an arty-commercial experiment or just another love story, with some nuances that can push you out of your comfort zone. 
 So how has the film fared at the box office so far? The Rs 25 crore <keyword id="1636016" type="UNKNOWN" weightage="100" keywordseo="rom-com">rom-com</keyword>, jointly produced by <keyword id="3778" type="PERSON" weightage="100" keywordseo="Karan-Johar">Karan Johar</keyword>’s <keyword id="62161" type="COMPANY" weightage="100" keywordseo="Dharma-Productions">Dharma Productions</keyword> and <keyword id="7929" type="PERSON" weightage="100" keywordseo="Anurag-Kashyap">Anurag Kashyap</keyword>’s <keyword id="1352720" type="ORGANIZATION" weightage="100" keywordseo="Phantom-Productions">Phantom Productions</keyword>, hit about 2,000 screens across the country and grossed around Rs 17-18 crore at home during the first weekend, according to industry estimates. <keyword id="1861689" type="UNKNOWN" weightage="100" keywordseo="overseas-collection">Overseas collection</keyword>s stood at a little over $1 million. The <keyword id="2014761" type="UNKNOWN" weightage="100" keywordseo="Occupancy-rate">occupancy rate</keyword> was 50-80% during the opening weekend and stayed at 50% on the crucial Day 4 (February 10) in the domestic market, bringing in around Rs 6 crore. Overseas collection on the 4th day was around Rs 1.5 crore. However, the movie is expected to do much better at the box office during the <keyword id="2054858" type="UNKNOWN" weightage="100" keywordseo="V-Day-week">V-Day week</keyword>. 
 
Karan Johar is also happy with the way things are going. “Thank you for the immense love and appreciation for Hasee Toh Phasee, a film I am extremely proud of,” he tweeted on Sunday. 
 
The rom-com is expected to ride on critical acclaim and we feel that is justified to some extent. For one, director Vinil Mathew (best known for his Cadbury: Kuch meetha ho jaye commercials) knows how to tell a good story, blending reality with cinematic magic. And writer <keyword id="1989065" type="UNKNOWN" weightage="80" keywordseo="Harshvardhan-Kulkarni">Harshvardhan Kulkarni</keyword> has aptly supported him. The film is essentially a quirky love story between <keyword id="19563" type="PERSON" weightage="100" keywordseo="meeta">Meeta</keyword> (Parineeti) and Nikhil (Sidharth) – a modern-day take about life, love and relationships. Consequently, you see a runaway professional and a turbulent soul in Meeta, who has brains but takes drugs, steals money from her family and tries to whisk off her sister <keyword id="5405" type="PERSON" weightage="100" keywordseo="Karishma">Karishma</keyword>’s (<keyword id="16234" type="PERSON" weightage="100" keywordseo="Adah-Sharma">Adah Sharma</keyword>) fiancé who is also a long-time friend of Meeta. Sidharth, on the other hand, is a more staid character with his commitments firmly in place. The resulting story weaves the chemistry between the odd pair while <keyword id="6362839" type="PERSON" weightage="100" keywordseo="Manoj-Joshi">Manoj Joshi</keyword> does some good work as Meeta and Karishma’s father. 
 
But one still wonders why all the soul-searching and putting life into order need to happen immediately before a crucial marriage, à la Mere Brother Ki Dulhan? Only this time, we have a runaway bridegroom, instead of the bride walking away from the mandap as is the Bollywood wont. But Parineeti is the real star cast here – bright, gorgeous, self-willed and passionate – and wins hearts in spite of her over-the-top acting. Sidharth, too, is out on a self-quest and looks laudable. But it’s the cliché plot that mars the good efforts. There are nice elements, but they come in bits and pieces, and finally, Hasee Toh Phasee remains a commercial candyfloss. 
 
One just wonders what would have happened if Parineeti and Sidharth went through the same experiences post the marriage between Adah and Sidharth. But that might have been too much off the track for Bollywood and the Indian audience who did not receive the offbeat theme of Nishabd well. Let us see if Hasee Toh Phasee can join the 100 crore club. 
 
<img class="gwt-Image" src="/photo/30228389.cms" /> 
 
<keyword id="805778" type="ENTERTAINMENT" weightage="100" keywordseo="Heartless">Heartless</keyword>: Commendable efforts lose steam, again Medical thrillers are pretty rare in Bollywood and we pinned our hopes on <keyword id="17186" type="PERSON" weightage="100" keywordseo="Shekhar-Suman">Shekhar Suman</keyword>’s directorial debut Heartless, starring his son <keyword id="20393" type="PERSON" weightage="100" keywordseo="Adhyayan">Adhyayan</keyword>, along with <keyword id="20398" type="PERSON" weightage="100" keywordseo="deepti-naval">Deepti Naval</keyword>, <keyword id="6381489" type="PERSON" weightage="100" keywordseo="Om-puri">Om Puri</keyword> and newcomer <keyword id="1935232" type="UNKNOWN" weightage="100" keywordseo="Ariana-Ayam">Ariana Ayam</keyword> (she hails from New York). The movie also released on February 7 and hit about 800 screens all over the country. But unlike Hasee Toh Phasee, this one had a poor start in spite of a great storyline – essentially borrowed from the American crime/supernatural/conspiracy thriller <keyword id="106100" type="ENTERTAINMENT" weightage="80" keywordseo="Awake">Awake</keyword>. Surprisingly, the box office numbers are not officially available yet but according to one estimate, Heartless has grossed a little over Rs 1 crore in the opening weekend. That is, indeed, shocking. 
 A close look at the movie, however, confirms our fear that it could be a box office flop. Rich boy <keyword id="138003" type="PERSON" weightage="100" keywordseo="Aditya-Singh">Aditya Singh</keyword> (<keyword id="6354939" type="PERSON" weightage="100" keywordseo="Adhyayan-Suman">Adhyayan Suman</keyword>), who needs a <keyword id="6397601" type="UNKNOWN" weightage="100" keywordseo="heart-transplant">heart transplant</keyword>, falls in love with fortune-hunter <keyword id="80068" type="PERSON" weightage="100" keywordseo="Ria">Ria</keyword> (Ariana Ayam) and secretly marries her before the surgery. But once he is under the knife, all hell breaks loose. There is conspiracy going on to kill him with a <keyword id="2054863" type="UNKNOWN" weightage="100" keywordseo="Poisoned-transplant">poisoned transplant</keyword>, so that the wife can pocket the insurance money. Adhyayan’s friend and <keyword id="6382875" type="POSITION" weightage="80" keywordseo="surgeon">surgeon</keyword> <keyword id="2054864" type="UNKNOWN" weightage="100" keywordseo="Dr-Sameer-Saxena">Dr Sameer Saxena</keyword> (Shekhar Suman) is also in cahoots. 
 During the surgery, the truth dawns upon the hero as he goes into <keyword id="2054865" type="UNKNOWN" weightage="100" keywordseo="Anaesthesia-awareness">anaesthesia awareness</keyword>, a medical condition where the patient is conscious enough to understand everything, but cannot move. Finally, his mother <keyword id="489622" type="PERSON" weightage="100" keywordseo="Gayatri-Singh">Gayatri Singh</keyword> (Deepti Naval) commits suicide to make the transplant happen; Om Puri, as <keyword id="2054866" type="UNKNOWN" weightage="100" keywordseo="Dr-Sanjay-Trehan">Dr Sanjay Trehan</keyword>, manages to save him and all the baddies are arrested at the end. There’s nothing wrong with the story except for the fact that medical thrill becomes hilarious comedy during the second half and Adhyayan still looks pretty stiff although the mother-son relation has been played out well. Maybe the BO numbers will pick up as soon as the audience gets used to the comical activities that take place in the OT. But can it still be touted as Adhyayan’s comeback movie? 
 
<keyword id="1977299" type="UNKNOWN" weightage="100" keywordseo="Babloo-Happy-Hai">Babloo Happy Hai</keyword>, <keyword id="828628" type="UNKNOWN" weightage="100" keywordseo="Ya-Rab">Ya Rab</keyword> fail to make the cut The other two releases of the week also failed to make the cut at the box office in spite of some serious themes. Directed by <keyword id="475774" type="UNKNOWN" weightage="100" keywordseo="Nila-Madhab-Panda">Nila Madhab Panda</keyword> (of Jalpari and I am Kalam fame), Babloo Happy Hai has a meaningful message about <keyword id="19472" type="COMPANY" weightage="100" keywordseo="aids">AIDS</keyword> and how people can still live a full life. But the movie has a <keyword id="110559" type="UNKNOWN" weightage="100" keywordseo="Limited-release">limited release</keyword> and hit only about 350-plus screens. It has grossed a little over Rs 15 lakh on the opening day, according to TalkingMoviez.com. 
 
Hasnain Hyderabadwala-directed Ya Rab depicts the eternal conflict between <keyword id="70629" type="ENTERTAINMENT" weightage="100" keywordseo="Humanity">humanity</keyword> and <keyword id="2054867" type="UNKNOWN" weightage="100" keywordseo="Parochial-attitude">parochial attitude</keyword>, and how <keyword id="1013184" type="UNKNOWN" weightage="100" keywordseo="religious-fundamentalism">religious fundamentalism</keyword> can lead to <keyword id="6358165" type="COMPANY" weightage="100" keywordseo="terrorism">terrorism</keyword>. But once again, lack of promotion has failed to create buzz for this movie, co-produced by <keyword id="6370367" type="PERSON" weightage="80" keywordseo="Mahesh-Bhatt">Mahesh Bhatt</keyword>. Made on a budget of Rs 2.5 crore, the movie has been released in 300-plus theatres and the Friday collections stood in the range of Rs 20 lakh-plus. Overall, <keyword id="434916" type="UNKNOWN" weightage="100" keywordseo="Bollywood-box-office">Bollywood box office</keyword> hasn’t witnessed too many ripples even now but movie-goers are having a gala time, sampling different genres. That’s definitely a big plus and we are waiting for more. 
 
Images: Indiatimes

Box Office: Hasee Toh
Phasee Wins Hearts; Heartless Fails To Retain The Thrill

<ul><li><keyword id="6391475" type="General" weightage="80" keywordseo="coca-cola" source="Orion">Coca-Cola</keyword> has unveiled a new campaign, as an extension to ‘Khud Ko Jagaa, Ek <keyword id="2290748" type="General" weightage="100" keywordseo="thanda" source="Orion">Thanda</keyword> Lagaa’ featuring actors <keyword id="3273962" type="General" weightage="20" keywordseo="janhvi-kapoor" source="Orion">Janhvi Kapoor</keyword> and Ishaan Khatter.</li><li>With this new campaign, Coca-Cola aims to encourage people, especially the youngsters in the country, to pause their hectic schedules, and take a break – with a Coke! </li><li>The film has been conceptualized by <keyword id="624395" type="General" weightage="20" keywordseo="mccann-world-group" source="Orion">McCann World Group</keyword>.</li></ul>Coca-Cola has unveiled a new campaign ‘Coca-Cola - Khud Ko Jagaa, Ek Thanda Lagaa’ featuring Indian actors Janhvi Kapoor and Ishaan Khatter. <div type="Youtube" id="ihYlbi7zG1s" title="Khud ko jagaa, ek #ThandaLagaa" thumbUrl="https://i.ytimg.com/vi/ihYlbi7zG1s/mqdefault.jpg"></div> With this new campaign, Coca-Cola aims to encourage people, especially the youngsters in the country, to pause their hectic schedules, and take a break – with a Coke! The brand empathizes with the youth and understands that ‘taking breaks’ is now more important than ever, especially during these unprecedented times. As the younger population grapples with everyday hurdles in their personal and professional lives, the lively campaign film urges them to take short breaks regularly and enjoy a Coca-Cola alongside, to rejuvenate them in body and mind, and spirit. Commenting on the TVC, Kaushik Prasad, Director – Coca-Cola Category for India &amp; South West Asia, said, “The last two years have been unprecedented for everyone, and people across age-groups have found themselves grappling with multiple uncertainties and challenges. The pandemic has particularly impacted youngsters who have juggled between multiple responsibilities, to cope with the new normal and often find themselves needing breaks to recharge. We at Coca-Cola understand this and with our new campaign, urge our audiences especially the youth to take these much-needed breaks during their hectic days, esp when their energy is down to uplift, energize &amp; recharge themselves with a delicious “Thanda” (cold Coke).” He further added, “The youth icons, Janhvi Kapoor and <keyword id="4457293" type="General" weightage="20" keywordseo="ishan-khatter" source="Orion">Ishan Khatter</keyword> have brought their own liveliness and energy to the campaign film which is indeed very refreshing.” Speaking on their association with Coca-Cola, Ishaan Khatter said “I am bubbling with enthusiasm on being the face of Coca-Cola, the beverage that is an indelible part of our lives! Excited to share this campaign for the OG ‘Thanda’ with everybody.” Janhvi Kapoor added, “Coke is an iconic brand. It’s my go-to drink for every reason and season. I am delighted to be part of the Coca-Cola family. I look forward to energizing teens with a dose of ‘Thanda’ this summer.” The quirky campaign by Coca-Cola India builds upon their concept of ‘Khud Ko Jagaa, Ek Thanda Lagaa’, and aims to position the beverage as the ‘perfect partner for when the slump gets to you and you need a break’. The film has been conceptualized by McCann World Group. <keyword id="3099261" type="General" weightage="20" keywordseo="sambit-mohanty" source="Orion">Sambit Mohanty</keyword>, McCann Creative Head (South) says about the campaign “It’s peak summer, you’re fatigued and in a state of slump. What better than a chilled bottle of Coke to leave you feeling refreshed and uplifted! Our new ‘Khud ko Jagaa, Ek Thanda Lagaa’ campaign, is a manifestation of what happens in these circumstances. The films starring Ishaan &amp; Janhvi play on the natural chemistry between them with Coke as a catalyst.” Campaign Credits: Client: Coca-Cola India Pvt. Ltd. Coca-Cola team: Arnab Roy, Kaushik Prasad, Aditi Anand, Upasna Sanyal, Divya Jyothi Ginuga Creative agency: McCann Worldgroup CCO: Prasoon Joshi COO: Jitender Dabbas Head of creative: Ashish Chakravarty Creative head (South): Sambit Mohanty Creative Team: Sambit Mohanty, Rathish P Subramaniam, Karthik.R, Binesh Sharma, Suresh PV Planning Head (Delhi): Anirban Rao Planning Team: Tushar Handa Branch Head (Delhi): Amitesh Rao Account Management: Rajat Gulati, Vinshul Upadhyay Production House: Breathless Films Director: Vinil Mathew Producer: Swadha Kukarni

Coca-Cola launches its new ‘Thanda’ campaign with actors Janhvi Kapoor and Ishaan Khatter

<ul><li> Lay’s introduces a new flat cut chip and its thinnest range of chips ever - Lay’s Wafer Style. </li><li>Launches a new campaign with Alia Bhatt and Siddhant Chaturvedi. </li></ul>Expanding its brand footprint in the country, Lay’s is introducing a new flat cut chip and its thinnest range of chips ever - Lay’s Wafer Style. In the endeavor of bringing unique offerings to consumers, Lay’s Wafer Style chips are exceedingly thin-sliced and are available in three delightful flavours – Salt &amp; Pepper, Tangy Treat &amp; Sundried Chilli providing a melt-in-mouth crunch in every bite to consumers. Inspired by the thinness and slender look of the chip, Lay’s Wafer Style takes the consumers on a delightful journey through the launch of TVC campaign ‘#PaperThinWaferThin,’ which features Lay’s brand ambassador and Bollywood Superstar, Alia Bhatt, and rising Bollywood actor, Siddhant Chaturvedi. <div type="Youtube" id="0rZBLiJaeQ8" title="The all new Lay’s Wafer Style. It's paper thin wafer thin" thumbUrl="https://i.ytimg.com/vi/0rZBLiJaeQ8/mqdefault.jpg"></div> Sitting together in a library, Alia and Siddhant indulge in a moment that comes alive through their playfulness and camaraderie. With only a few words but sparking with an adorable eagerness, Alia tantalizes, Siddhant cajoles, and then the magic happens. Alia's hands dance, and she showcases the perfect Lay's Wafer chip in her hand - irresistibly crispy, effortlessly light, and paper-thin. Speaking about the new launch, leading actor and brand ambassador of Lay’s, Alia Bhatt said, “It has always been fun being on the brand and I am super excited about the new offering. Lay’s is always known to be a pioneer in bringing new innovations in potato chips category and with Wafer Style they have yet again created a fabulous product available in wonderful flavours. Lay’s Wafer Style is unbelievably thin, and I had lot of fun shooting with it during the TVC along with Siddhant. I hope Lay’s fans across the country enjoy the TVC along with this new offering that makes moments with friends more delightful.” “Lay’s is loved by millions across the country and has always excited me as a brand. Working on this TVC along with Alia on this fabulous new offering was fun and simply amazing. Lay’s Wafer Style chip is a fantastic innovation from the house of Lay’s. The chip is super thin, has a flat cut texture with wonderful flavours providing a truly enjoyable experience. I hope the fans have as much fun enjoying the chips as we did while shooting the film”, added Bollywood actor Siddhant Chaturvedi. Sharing his thoughts on the campaign, Anshul Khanna, Senior Director and Category Head – Foods, PepsiCo India said, “We have been frontrunners in delighting Lay’s fans with unique and flavourful experiences. With the launch of s Wafer Style, we are ready to delight fans again with the thinnest chips from the house of Lay’s. Keeping consumer preference in mind, we’ve created region-specific flavours in a format that will be loved by all. We’re excited to have our brand ambassador Alia Bhatt featuring alongside Siddhanth Chaturvedi to create magic with this new campaign. We are confident that the audience will love this new offering Lay’s Wafer Style just like our other food innovations.” Speaking about the launch, Ritu Nakra, Senior Vice President, <keyword id="7067090" type="General" weightage="20" keywordseo="wunderman-thompson" source="Orion">Wunderman Thompson</keyword> said, “The new Lay’s Wafer Style is a chip so thin, light and crispy it gives you an irresistible melt-in -your mouth experience. The playfulness of the Wafer style chip is brought alive by the fresh pairing of Alia and Siddhant in the new campaign. Watch the intriguing chip flip by Alia and grab your pack to enjoy this new chip on the block.” The launch of the TVC is first in the line of numerous activations that the brand has in the pipeline for the upcoming weeks. The latest launch is also being brought to life through a robust 360-degree digital surround campaign panning across multiple platforms. Tailor-made to suit the existing and evolving tastes and palates, Lay’s Wafer Style is available in three special flavours – Salt &amp; Pepper, Tangy Treat &amp; Sundried Chilli – at INR 5, INR 10 and INR 20 across all leading retail platforms in India. Agency Credits Creative Agency: Wunderman Thompson WPP Lead - PepsiCo Foods, India: Ritu Nakra Chief Creative Officer: Senthil Kumar Executive Creative Director: Udayan Chakravarty Strategy Leads: Atishi Pradhan Creative Directors: Sameer Kumar, Chetan Malvi Copywriter: Aakash Aher Film Department: Mandeep Singh Account Management: Sougata Kundu, Barnali Dey Production House: Breathless Films Director: Vinil Mathew Producer: Swadha Kulkarni

Lay's launches a new campaign with Alia Bhatt and Siddhant Chaturvedi to promote its thinnest wafers

<img class="gwt-Image" src="/photo/46771409.cms" /> 
 When leading <keyword id="143" type="CITY" weightage="100" keywordseo="Bollywood">Bollywood</keyword> actress Deepika Padukone decided to star in the 2-minute short film on women equality, she would have barely thought that the film would irk many a people on social media despite being accepted and applauded by some. 
 
However, in a recent event, she broke her silence and said that the film was “the need of the hour.” 
 
"I think the generic reason would be that it is the need of the hour. I don't think we have made this film saying 'this film is for India'. I think we are facing this issue globally. And Homi has given me films like ‘Cocktail’ and ‘Finding Fanny’. He sees me very, very differently,” the actress was quoted saying. 
 
"The film wasn't my choice. It's sad that we have to sit and talk about gender equality in 2015. It's like a joke. So, any woman who breaks those barriers and lives on her own terms, like Deepika and my over-empowered wife (Anaita), I think that's the sign of it," said the director Homi Adajania, whose wife Anaita Shroff Adajania is the fashion director for Vogue India, the brand for which the video was made. 
 Titled ‘My Choice’, this is the third video in the <keyword id="2785822" type="UNKNOWN" weightage="100" keywordseo="Vogue-Empower">Vogue Empower</keyword> series. The earlier two videos had Alia Bhatt ('Going Home' directed by Vikas Bahl) and Madhuri Dixit ('Start With The Boys' directed by Vinil Mathew) giving out the message of gender equality and were received very well. 
 
The latest reaction on this video has come from Bollywood actress Sonakshi Sinha, who said at an event that “Women empowerment is not always about the kind of clothes you wear, not about who you want to have sex with or stuff like that. It's about employment, strength." 
 
Image Courtesy IndiaTimes

Deepika Breaks The Silence On 'My Choice'

<img class="gwt-Image" src="/photo/46744410.cms" /> 
 The viral video starring <keyword id="598" type="PERSON" weightage="100" keywordseo="Deepika-Padukone">Deepika Padukone</keyword> is the third in line for the <keyword id="2785822" type="UNKNOWN" weightage="100" keywordseo="Vogue-Empower">Vogue Empower</keyword> campaign by <keyword id="214428" type="COMPANY" weightage="100" keywordseo="Vogue-India">Vogue India</keyword>. The first two videos for the campaign had a sense of connection attached with them, which was why we were really looking forward to the third instalment. 
 
‘Going Home’ starring Alia Bhatt and directed by Vikas Bahl got us thinking about a perfect society where a woman is not afraid of asking for a lift from a group of strangers in the late hours of the night. 
 
Similarly, ‘Start With The Boys’ starring Madhuri Dixit and directed by Vinil Mathew touched the right chords when it asked the parents to raise boys who don’t make women cry, instead of raising boys who don’t cry. 
 The third video by <keyword id="27704" type="PERSON" weightage="100" keywordseo="Homi-Adajania">Homi Adajania</keyword> however, talks about the same old topic of liberating women from the cages that our society has created for them. The idea behind the video was to show 99 women in from different walks of life in a 2-minute video. As far as that is concerned, the video looks okay, like many others that have been made on or around the same topic, but if you listen too closely, the video wouldn’t make much sense to a common Indian woman. 
 The video starts with a sans-makeup Deepika and her frizzy hair, talking about the spirit that can’t be bound in clothes, and the many faces of privileged women dancing contemporary. We also see some known faces, like Adhuna Akhtar, Zoya Akhtar, Scherezade Shroff and <keyword id="6366186" type="UNKNOWN" weightage="100" keywordseo="Nimrat-Kaur">Nimrat Kaur</keyword>. 
 
The makers have talked about women voicing their choice for equality, be it social, political, economic, sexual, and it sounds acceptable if we don’t go in the details, which unfortunately we have to because of Deepika’s constant voice-over in the background without which the video is nothing but a collection of some 90 portraits. 
 
Talking of the details, she demands the equality of having sex without marriage, outside of marriage or not having sex at all. 
“Just because you are a woman doesn't mean you can make choices that please you without caring a zilch about people around you. We have never taken responsibilities to protect and provide off men's shoulders so this whole freedom of choice to women just because they are women is nothing but asking freedom to do things that have always been labelled "wrong" when done by men. The effort seems to compete with men at any cost possible. Men and women are differently equal and never completely equal. Choices come with responsibilities. Hope young women realize that. Sex outside marriage isn't a choice but a mockery of relationship you "chose" to get into,” says Deepika Narayan Bhardwaj, a young journalist and independent movie maker associated with the issue of fake charges under Section 498A, and we couldn’t agree more. 
 
While we appreciate the sentiments behind women independence, we believe that the video could have actually featured women from all walks of life, and focusing on real problems rather than the controversial demand that we discussed above. To add the portraits of 3-4 tribal women to hint their involvement (and approval) in the demands put forward in the video is misleading to say the least. 
 
Deepika has been winning hearts recently, with her powerful performances on screen and acceptance of suffering from depression in real life. In this video too, she has looked and spoken good, which was all she could have done on her part. Whatever lacks in the video demands a better attempt from the makers the next time, if not an explanation of sort for points like the ones we discussed above. 
 
You can watch the video here 
 
<iframe allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/KtPv7IEhWRA" width="560"></iframe> 
 
(The views expressed in this article are those of the author and do not necessarily represent the views of the organisation)

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