Best printers for Home

Best Mixer Grinder

Best wired Earphones

Best 43 Inch TV in India

Best Wi Fi Routers

Best Home Theatre in India

Smart Watch under 5000

Best Laptops for Education

Best Laptop for Students

It took <keyword id="475128" type="General" weightage="20" keywordseo="pankaj-tripathi" source="Orion">Pankaj Tripathi</keyword> almost two decades to reach where he is today in the world of cinema. However, the acclaimed actor said that if he wasn't in the world of showbiz, he would have been a farmer or would have made a career in politics. Called as one of Hindi cinema's finest actors, Pankaj is currently gearing up for the release of his upcoming film 'Sherdil: The Pilibhit Saga', a dark humour-laced satire inspired by true events. What would have he done if he was not into the field of acting? In a conversation with IANS, he said: "Farmer... My father was that and that was my ancestral work. I would've done farming." "Or maybe since I was a student politician I would probably have been in politics. I don’t know," he added. The 45-year-old star debuted in 2004 with a minor role in 'Run' and 'Omkara'. His breakthrough came in the year 2012 with his antagonistic role in the 'Gangs of Wasseypur' franchise. He has lauded for his work in films such as 'Fukrey', 'Masaan', 'Nil Battey Sannata', Bareilly Ki Barfi', 'Newton', 'Stree', 'Ludo' and 'Mimi. Pankaj also made a name in the web world with his work in series such as '<keyword id="50317" type="General" weightage="20" keywordseo="mirzapur" source="Orion">Mirzapur</keyword>', 'Criminal Justice', 'Yours Truly' and 'Criminal Justice: Behind Closed Doors'. However, it was not an easy ride. "My acting journey is a long story. I had in interest in this line and after having that interest I left farming and student politics... I was unsuccessful in five-six jobs and that's how I came towards cinema. Here also it took 15-20 years." "I don't know if I am successful or not but where I am today, to reach here it took me a 15-20 years." 'Sherdil: The Pilibhit Saga', a Reliance Entertainment film gives a peek into the adverse effects of urbanisation, man-animal conflicts and poverty leading to a bizarre practice in a village on the edge of a protected forest. SEE ALSO: <a href="https://www.businessinsider.in/science/health/news/long-covid-symptoms-can-last-up-to-two-months-in-children-says-lancet-study/articleshow/92400864.cms">Long Covid symptoms can last up to two months in children says Lancet study</a> <a href="https://www.businessinsider.in/tech/mobile/news/nothing-phone-1-will-be-available-with-an-invite-system-just-like-the-oneplus-one/articleshow/92402887.cms">Nothing phone (1) will be available with an invite system, just like the OnePlus One</a>

Pankaj Tripathi could have been a politician like his character in Mirzapur

<ul><li><keyword id="7637" type="General" weightage="20" keywordseo="manoj-bajpayee" source="Orion">Manoj Bajpayee</keyword> plays a lawyer from Jodhpur who fights a controversial rape case under the POSCO Act in <keyword id="17357673" type="General" weightage="20" keywordseo="sirf-ek-bandaa-kaafi-hai" source="Orion">Sirf Ek Bandaa Kaafi Hai</keyword>. </li><li><keyword id="475128" type="General" weightage="20" keywordseo="pankaj-tripathi" source="Orion">Pankaj Tripathi</keyword> plays Madhav Mishra, an affable-yet-brilliant lawyer who fights for the underdog. </li><li>Guilty Minds starring <keyword id="1124782" type="General" weightage="20" keywordseo="shriya-pilgaonkar" source="Orion">Shriya Pilgaonkar</keyword> brought Indian law firm politics to the fore. </li></ul>After becoming India’s favourite <keyword id="502674" type="General" weightage="20" keywordseo="family-man" source="Orion">Family Man</keyword>, veteran actor Manoj Bajpayee has regaled OTT audiences with a stellar performance as a lawyer-with-grit in the latest movie Sirf Ek Bandaa Kaafi Hai, streaming on Zee5. The movie is based on the rape of an underage girl by a self-styled godman. The victim in the movie is denied justice as bribes, threats and more make it tough for the teenager to get justice, until Bajpayee’s character Solanki enters the scene. The lawyer from Jodhpur fights off a battery of great legal minds to navigate a controversial case under the POSCO Act. "It is an eye opener that way and our focus is mostly on the security and safety and protection of the child, which is an issue which is very close to my heart - always been," Bajpayee said about the movie in an interview. Affable lawyers with twisted minds Solanki’s character, based on a real-life model, brings forth the struggles of the legal system in India. But it’s not the only one, especially on OTT. Yet another celebrated actor, Pankaj Tripathi plays Madhav Mishra, an affable-yet-brilliant lawyer from Mumbai who investigates his cases closely in Criminal Justice on Hotstar. The genius underdog also takes up controversial cases like defending a drug-addict teenager accused of murdering his sister, a woman who murdered her husband, and also a cab driver accused of rape and murder of his client —- across three seasons. Tripathi says that his character is based on aam aadmi, who mixes humour with common sense. “His behaviour, mannerisms, sense of timing and body language all make him easy to understand and relate to. This is why viewers connect with him so much,” he <a href="https://www.zoomtventertainment.com/web-series/pankaj-tripathi-describes-his-criminal-justice-character-madhav-mishra-as-aam-aadmi-article-93644834">said in an interview</a>. Amazon Prime also brought Indian law firm politics to the fore, with Guilty Minds starring Shriya Pilgaonkar. Like most American series, it takes us through a variety of cases on dating apps to cola giants — navigated by lawyers with twisted agendas and sharp comebacks. Legal dramas keep it real While the US has many legal dramas to boast be it the super-hit Suits, Boston Legal or The Good Wife and its spinoff, Indian screens have been a late entrant into this genre in spite of a brilliant start in the 80s with Ek Ruka Hua Faisla. The movie starring Pankaj Kapoor brings the story of the now-abandoned jury system in India, as they discuss the depths of a case where a young teen from a slum stabs his father. Later, in addition to a few movies with courtroom scenes, few full fledged legal movies made their mark, with a few exceptions like Sunny Deol’s strongman cum lawyer in Damini. Arshad Warsi and Akshay Kumar both played the titular roles in Jolly LLB series — as not-so-clean lawyers who had their hearts at the right place. Kumar however headlined another movie Rustom which is based on the highly publicized K M Nanavati vs State of Maharashtra court case from the 50s. The case also inspired another web series named 'The Verdict – State vs Nanavati’ on AltBalaji. In fact, most legal dramas in India have mimicked real life like No One Killed Jessica, starring Vidya Balan and Rani Mukherjee. Tamil film Jai Bhim which stars Surya also mimics the real life activist and lawyer Justice K Chandru who had worked for the downtrodden. India with its history of delayed yet sensational court cases offers a lot of fodder for fiction, and OTT which is unafraid of diving into the realm of controversy is now bringing a lot of it to screens. (With inputs from IANS) SEE ALSO <a href="https://www.businessinsider.in/careers/news/2-in-3-indian-screenwriters-lament-lack-of-pay-incentives/articleshow/100700189.cms">Behind the scenes: 2 in 3 Indian screenwriters lament lack of pay incentives</a> <a href="https://www.businessinsider.in/business/news/ipl-2023-sees-tier-2-cities-order-more-on-swiggy-zomato/articleshow/100673879.cms">IPL nail biters, munchies and the demand for ‘sides’</a>

Manoj Bajpayee joins the league of on-screen lawyers like Pankaj Tripathi, Shriya Pilgaonkar & more

<ul><li><keyword id="6942044" type="General" weightage="20" keywordseo="BL-agro" source="Orion">BL Agro</keyword> launches 2nd TVC for its brand ‘Bail Kolhu’ Mustard Oil featuring <keyword id="486655" type="General" weightage="20" keywordseo="Gangs-of-Wasseypur" source="Orion">Gangs of Wasseypur</keyword> Trio.</li><li>The ad intends to take the audience back to their food memories.</li></ul>BL Agro, a leading FMCG company has launched the second television commercial of its signature brand, ‘Bail Kolhu’, featuring the ‘Gangs of Wasseypur’ fame trio - <keyword id="7637" type="General" weightage="20" keywordseo="manoj-bajpayee" source="Orion">Manoj Bajpayee</keyword>, <keyword id="6359106" type="General" weightage="20" keywordseo="nawazuddin-siddiqui" source="Orion">Nawazuddin Siddiqui</keyword> and <keyword id="475128" type="General" weightage="20" keywordseo="pankaj-tripathi" source="Orion">Pankaj Tripathi</keyword>. The TVC is an amalgamation of emotions and nostalgia triggered by food. The story revolves around three friends who recollect their childhood and how certain food aroma has stayed with them for years. The advertisement intends to take the audience back to their much-cherished memories of having food with a tantalizing aroma. The advertisement starts from Manoj Bajpayee’s kitchen, where fresh pakoras are being prepared in mustard oil, which immediately takes him back to his school tiffin where he used to have home-cooked food. He remembers his ‘maa ke haath ke pakore’ and his fondness with the aroma of fresh pakoras. The second in the ad comes Nawazuddin Siddiqui who is seen feeling the nostalgia of aromatic and tasty home cooked food. The third in the series is Pankaj Tripathi, who also remembers his days while at acting school. The connection he has with mustard oil cooked besan sev and how he still cherishes those time spent with friends over food. <div type="Youtube" id="k4LAjcUjPqQ" title="Bail Kolhu - Khushbu aur Yaadein (TVC) | Manoj Bajpayee | Pankaj Tripathi | Nawazuddin Siddiqui" thumbUrl="https://i.ytimg.com/vi/k4LAjcUjPqQ/mqdefault.jpg"></div> The trio gracefully conveys the idea of creating memories with food and the emotional connect the food has with all of us. From celebrating occasions with family to eating with friends in the class, food is a vital ingredient in the verve. “Bail Kolhu is our 50-year-old signature brand, which has become a household name over the years. We have always intended to deliver the best quality edible oil because we understand that food is a common factor amongst all of us. Be it any occasion, food is the ingredient which connects us all and makes the occasion a memorable one. With this TVC, we wish to highlight the trigger food gives us”, says Ashish Khandelwal, Managing Director, BL Agro. “The journey of our stars, their respective struggles and triumphs fall in place with the brand, Bail Kolhu. Today, both in their respective fields are names and identities synonymous to excellence and commitment - Naam Hi Pehchaan Hai embodies the same through the TVC,” adds Ashish. The TVC created by Leads Brand Connect, a multi-dimensional creative agency, is launched across the national television channels. BL Agro also plans to roll out the same on its social media - Facebook, Instagram, Twitter and LinkedIn. “In this advertisement, we have tried to keep the essence of creating fond memories over good food and thus, ‘Khushbu Ka Yaadon Se Rishta’ is the tagline we have emphasized throughout the ad. We have tried to keep the same essence intact while conceptualizing this campaign. The friendship and chemistry shared by the brand ambassadors Mr. Pankaj Tripathi, Mr. Nawazuddin Siddiqui and Mr. Manoj Bajpayee on screen is not mere enacting of the script, but rather how close these friends are and how they connect each other over good food, says Sanjay Srivastava, CEO, Leads Brand Connect. Launched about 50 years ago, Bail Kolhu enjoys strong brand loyalty and is a preference for millions of homes today through its consistent quality over the years. With its sales touching around 15 million bottles per annum, the brand has a strong presence in Uttar Pradesh, Uttarakhand, Delhi NCR, Haryana, Punjab and Rajasthan and plans to expand to Madhya Pradesh, Chhattisgarh, Bihar, Jharkhand, West Bengal and Gujrat in the near future.

Nawazuddin Siddiqui, Manoj Bajpayee and Pankaj Tripathi reminisce childhood days in BL Agro's latest ad for Bail Kolhu

<ul><li>Actor <keyword id="475128" type="PERSON" weightage="20" keywordseo="Pankaj-Tripathi">Pankaj Tripathi</keyword> is the brand ambassador for the new campaign. </li><li>The campaign is conceptualised by <keyword id="274876" type="COMPANY" weightage="20" keywordseo="Lowe-Lintas">Lowe Lintas</keyword>. </li></ul>Britannia's <keyword id="1457487" type="COMPANY" weightage="20" keywordseo="Milk-Bikis">Milk Bikis</keyword> has launched a campaign that calls its competitors ordinary and says that children need more than just glucose in their biscuits. Children’s nutrition, particularly in the times of a pandemic is a top priority for parents and they are always trying to get children to try out foods that have the goodness of wholesome ingredients. But given the fact that children are picky eaters, this is an uphill task for parents. To study the attitudes of mothers towards kids’ nutrition during the on-going pandemic, Britannia Milk Bikis set up a Nation-wide study amongst mothers of children aged between 4-12, in the latter half of 2020. The overwhelming data that emerged from the study is that 79% of Indian Moms feel the wholesomeness of Traditional Foods like Parantha, Daliya and Doodh Roti is what they would most want included in their kids’ diets. The nation-wide survey also revealed the contrasting attitude towards the taste of traditional foods- While Mothers love the taste of foods like Doodh roti, their children more often than not, didn’t. As a response to these findings of the survey, the brand today launched the Britannia Milk Bikis 100% Atta product with ‘Doodh Roti ki Shakti’. <div type="Youtube" id="76AWF_tPZkc" title="New Milk Bikis 100% Atta with doodh roti ki shakti Ad starring Pankaj Tripathi (30 sec- Hindi)" thumbUrl="https://i.ytimg.com/vi/76AWF_tPZkc/mqdefault.jpg"></div> The new Milk Bikis biscuit has been designed as the perfect snacking ally to parents who want to serve wholesome goodness in their childrens’ snack without compromising on taste. This new biscuit has been created with the goodness of milk and now has the added benefit of Atta in it, in fact 100% Atta. One pack of Britannia Milk Bikis 100% Atta Biscuit offers the energy equal to the energy provided by 1 glass of Milk + 1 Roti. With this, Britannia Milk Bikis gets relaunched as Milk Bikis 100% Atta biscuit in some key markets across the country. Commenting on the launch of the new product, Vinay Subramanyam, VP Marketing, <keyword id="146218" type="DOMAIN" weightage="20" keywordseo="Britannia-Industries">Britannia Industries</keyword> said, the 100% Atta Milk Bikis biscuit has been launched in response to an increasing need for wholesome nutrition for children and the power of traditional Indian foods in doing so. With the Milk Bikis 100% Atta biscuit we provide the goodness of Doodh Roti which came up as one of the favorite ‘traditional Indian foods’ amongst mothers across the country. The new Milk Bikis is a perfect example of upholding the goodness of traditional values and infusing in the form of a modern milk biscuit. That’s why we have partnered with Pankaj Tripathi, who is a modern parent, yet is true to his roots and tradition. Pankaj Tripathi on his association with the brand said, "Milk Bikis se mera sambandh bachpan se hai. Humare liye Milk Bikis aaj bhi utna hi anandbhara experience hai, jitna kal tha! Aur Britannia ne ab ise 100% Atta biscuit banakar bilkul adbhut game-changing launch kar diya hai. Hume aajkal ke bachchon ki khaas nutritional zarooraton ka poora dhyan rakhna chahiye, aur ye naya Milk Bikis 100% atta ek yogya aur badhiya jawab hai uss national survey ka jo Britannia ne mothers ke saath kiya hai. Mera is brand ke saath association bada hi khaas hai, aue mujhe iss campaign pe kaam karke behad mazaa aya!" Puneet Kapoor, Regional Creative Officer, Lowe Lintas remarked, ““In a world of product parity, it’s a rare opportunity these days when we get a clear and real product advantage over competition to harp about in communication. This was one such opportunity. This was a fun story to tell with a clear, tangible product advantage put forth in an entertaining way by the finest acting talent in the industry.”

Britannia re-launches Milk Bikis in a new avatar and ropes in Pankaj Tripathi for its campaign

<ul><li>When we say, ‘Jaago Re,’ do you also hum the entire tune? </li><li>Here is the saga behind one of the most loved social-led campaigns of our country that Sushant Dash, President, Beverages– India &amp; Middle East, TATA Consumer Products, Amer Jaleel, Group CCO and Chairman, <keyword id="3222480" type="COMPANY" weightage="20" keywordseo="MullenLowe-Lintas-Group">MullenLowe Lintas Group</keyword> and Puneet Das – SVP, Marketing - Beverages, TATA Consumer Products walk us through.</li></ul>Tata Tea, for more than a decade, has remained synonymous with brand-led activism because of its campaign Jaago re. Over the years, Jaago Re has nudged us towards social awakening. The brand has used this property to catalyse change around important issues like women safety, representation of women, voting, corruption, etc. It was born in 2008 when Tata Tea decided to onboard MullenLowe Lintas as its agency on record for the brand. The campaign was launched at a time when Indian brands were still trying to understand the idea of brand activism and advertising in the tea category was limited to functional aspects of refreshment. Tata Tea started the trend of looking beyond the obvious by offering a tea that doesn’t just help you wake up, but also awakens you by focusing on self-actualization, increased civic consciousness and political awareness. We reached out to the team (Sushant Dash, President, Beverages– India &amp; Middle East, TATA Consumer Products, Amer Jaleel, Group CCO and Chairman, MullenLowe Lintas Group and Puneet Das – SVP, Marketing - Beverages, TATA Consumer Products) behind this initiative to pick their brains about this much talked-about campaign that continues to stay relevant even after all these years. <div type="Video" msid="80884312" hostid="261" title="How Tata Tea's communication has evolved from brand-led activism to hyperlocalisation" dataSource="BUSINESSINSIDER" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=80884312"></div> Jaago Re helped a newly-launched premium brand become synonymous to the category. In the age of digital marketing, agency Lintas and Client Tata Tea Premium share one of the longest relationships in our industry. We also asked them to share a few tips of sustaining the relationship between client and agency, how to evolve with changing times and they didn’t disappoint. The beginning of Jaago Re The partnership of Lintas and Tata Tea started much before Jaago Re. It was in 2003 that the brand decided to foray into the premium segment by launching Tata Tea Gold. Back then, Lintas wasn’t in the picture. Tata Tea had a couple of agencies for its roaster but Dash, who Jaleel refers to as the ‘Architect of the brand,’ told us that they were looking to weave a story and build it on an insight this time, not just sell tea. The brand decided to go out and call a few more agencies in for a pitch. R Balki and Jaleel presented the ‘Na kahoge toh pachtaoge’ idea on a phone call to Dash, which he says, is his favourite till date. Even then, Lintas was handling communication for Tata Tea Gold, not Tata Tea Premium. Rival tea brands with a variety of products had different campaigns for each but Dash decided to market only the mother brand. It had four sub-brands Gold, Premium, Agni and Life. “From a marketing point of view, it was a risky decision and obviously came under a lot of debate. But at that time, the main reason from a business point of view was also that we needed to save our media monies. It was also very difficult to sustain and grow all four brands and put the kind of media monies that were required. So, the idea was that you create the mother brand, and then put more money behind the mother brand, advertising and campaign. The idea in the brief was that it should help each of the individual brands. It also said that we need to create a mother brand, which needs to connect at an emotional level and needs to cut through all the variants,” recalled Dash. It also had to carve a niche for itself and beat the likes of HUL’s Brooke Bond Red Label and Taj Mahal, which had a strong recall for its ads, thanks to the famous Waah Taj ad featuring tabla maestro Zakir Hussain. However, the brief didn’t mention anything about cause marketing or a social campaign. It was divided into three main objectives: establish the mother brand, cut across different verticals and get coffee-loving millennials to be loyal to tea. Walking us through the brief and sharing the challenge that the agency had to face in terms of drafting a campaign for a diverse audience, Dash said, “The challenge for the creative agency was to find a cause that appeals to someone in a South Bombay or a South Delhi who uses Tata Tea Gold brand and at the same time, appeal to someone in a Pratapgarh who uses Tata Tea Agni brand because that was our width. We cut through urban and rural. So the third part of the brief was that when we talk and when we come out with this campaign, at least in terms of storytelling and in terms of the language that we use, it should appeal to the youth, because till that point Tea was seen as appealing only to the housewife, not so much to the youth or to men.” At that time, coffee drinkers were considered ‘cool’ because tea was preferred by mid-age audience. As per the brief, Jaleel and his team had to reverse the image and also position tea drinkers as young and cool. The agency was right to think that the coming generation would actively participate in building an inclusive and woke society. Recounting how the thinking came into place and how a tea brand chose a purpose-led brand building approach, Jaleel said, “Somewhere, this thought entered our mind that whenever you have a tea, you discuss various things, and you're young, and you want to change the world. And therefore, if tea is associated with changing the world like that, if it can bring about some kind of awareness, that would be a good strategic direction for tea and that's how we landed on the idea of Jaago Re.” The client was looking for an idea that would bind different strata of society together and Lintas’ pitch ticked all the right boxes. “I still remember when we first heard the line, 'Har subah sirf utho mat, Jaago Re.' It in some ways redefined and gave us that stature, because every tea brand and including us, we used to talk a lot about rejuvenation. But this was actually taking it in a sense philosophically a step ahead, which was not just about waking up, but awakening. So in some ways, it was very strongly ingrained in terms of what the category stood for, but took your brand to a higher plane,” shared Dash. Taking the message ahead The first ad under the campaign was about political awareness, voting the right candidate and asking questions. It featured Pankaj Tripathi, who wasn’t as well known then, but immediately won the audience over. <div type="Youtube" id="99a-dHXmw2I" title="Pankaj Tripathi Tata Tea Ad" thumbUrl="https://i.ytimg.com/vi/99a-dHXmw2I/mqdefault.jpg"></div> The second campaign was about a young guy who urges people to not use Voting Day as a holiday and nudge them from their sleep. <div type="Youtube" id="NkMnM2dznuU" title="Tata Tea Voting" thumbUrl="https://i.ytimg.com/vi/NkMnM2dznuU/mqdefault.jpg"></div> Jaago Re wasn’t just a campaign anymore. The brand knew how to walk the talk as the initiative was backed with a website <a href="http://www.jaagore.com/">jaagore.com.</a> Before the 2009 election, Tata Tea launched this website to help first-time voters to create IDs, register themselves as voters and find the nearest voting booth. The Jaago Re campaign had become a big hit by 2010 and Lintas had to come up with a cause that would surpass the previous ads by creating something bigger. So, the third campaign was about corruption, which Dash said, was the most difficult to crack because they had to tread the line between being edgy and preachy. <div type="Youtube" id="wyOCF8Vfsrg" title="Mudit Nayar (Commercial): Award Winning Tata Tea adv against corruption [Jaago Re!]" thumbUrl="https://i.ytimg.com/vi/wyOCF8Vfsrg/mqdefault.jpg"></div> In 2017, Tata Tea made a comeback with Jaago Re Version 2.0. Like always, it gave us goosebumps and made us question everything that was happening around us. It was a comment on arm-chair activism. It urged people to act before it is too late in a hard-hitting manner and it continues to stay relevant today. <div type="Youtube" id="gRA4wYsqA5c" title="Tata Tea Official 2017 Ad - Alarm Bajne Se Pehle Jaago Re!" thumbUrl="https://i.ytimg.com/vi/gRA4wYsqA5c/mqdefault.jpg"></div> Das said reviving a property of this stature wasn’t an easy task. “Jaago Re is not just a marketing campaign for us, it's almost a clarion call for representing the right issues. The tenants of Jaago Re are so well set -- there has been a lot of consistency in the thought which has come across, which is about finding the right thing, inspiring people to make that change and walk the talk. In 2006, nobody had heard the word cause advertising and all this brand purpose is just flavor of the day. But at that time, for us, it was clutter breaking. Over the 10 years, many brands jumped into the bandwagon. More importantly, the entire new generation has also grown up expecting this now from brands. So it was no longer about armchair activism. So the idea was, how do you still stay consistent with the thought, but taking to the next level? Then this thought came about is that the key shift is from activism to pre-activism. Don't let things become issues. The real way to solve for them is to actually nip them in the bud and that shift in thinking is what we call Jaago Re 2.0,” said he. Jaago Re and its perfect casting Tata Tea’s Jaago Re was much ahead of its time. It shed various gender filters and brought a much-needed campaign that represented women in politics and sports. Lintas also had a good eye for budding talent. It featured Pankaj Tripathi, Swara Bhaskar, Mohammad Zeeshan Ayub, Anand Tiwari, to name a few, much before they had become names to reckon with in the industry. <div type="Youtube" id="hAEV1K8JuV4" title="Tata Tea Premium -- Badi Duty, Choti Duty" thumbUrl="https://i.ytimg.com/vi/hAEV1K8JuV4/mqdefault.jpg"></div> Telling us the filter agency used for casting these actors, Jaleel said, “I think it's a coincidence that some of the great choices that we made also turned out to be great actors. But you can also say that it's no coincidence, and I'll tell you why it is that look. The approach that we always had about Jaago Re was always about realism. And if you notice, there is a wave of realism happening, you can almost track it back to the time Jaago Re started. Even in cinema, starism is going down and realism is coming in. We always had that thing about Jaago Re that we will pick up real people because we owe it to the subject that we are talking about. We looked for that realism in the auditions like that.” In our episode of BTSWithInsiders, Jaleel had further shared the thought behind selecting Tripathi as their first protagonist, which can be found below: <div type="Article" hostid="261" msid="75806882" title="#BTSwithInsiders: Amer Jaleel on Tata Tea’s Jaago Re, Lifebuoy’s Gonduppa and ICICI Prudential’s Bande Acche Hain" mstype="2" mssubtype="0"></div> Shifting focus to hyperlocalisation and connecting with consumers at a deeper level Tata Tea has been successfully championing the style of brand-led activism. In the recent ads done by Mullen Lintas, there’s a visible shift in communication and Tata Tea is talking more about the features of its tea rather than the social angle. It is about taking pride in our regional culture and diversity. <div type="Youtube" id="0tff1lATgDM" title="TATA Tea Premium - Dumdaar Uttar Pradesh" thumbUrl="https://i.ytimg.com/vi/0tff1lATgDM/mqdefault.jpg"></div> <div type="Youtube" id="oV4IX7QX5m8" title="TATA Tea Premium | Odisha" thumbUrl="https://i.ytimg.com/vi/oV4IX7QX5m8/mqdefault.jpg"></div> So, at a time when rivals Red Label and Wagh Bakri are also talking about social change, what led to this shift? Das answered, “Jaago Re has been a campaign for the mother brand and this hyper localization campaign that we have been doing is actually on the flagship brand Tata Tea Premium. What we are bringing out to consumers is something that is seeming like localization for them, but actually that has been one of the success DNA of the brand in the sense in a in a country where tastes and preferences especially when it comes to food etc, pretty much changes district by district -- it is very important for a beverage brand and a mass brand to understand these preferences, and and that has actually been always what already premium has been doing. It has blend across different states, which cater to the local tastes, preferences, etc. So, the idea was, how do you leverage your knowledge and your national stature as a brand, but at the same time connect and reinforce your regional expertise that has made you the brand it is.” It has also launched packaging that is customised to different states of India and seen a good response from the consumers. “In every market that we have been able to execute it so far, we have seen a big jump in terms of consumer connect, and it's also reflecting in the market shares, etc, which, at the end is also a proof of what the consumer has responded to, but yes, the shift is, is more to the consumers,” shared Das. The Jaago Re campaign went on to create wonders for the brand and is still fresh in our minds like it was launched yesterday. And now, on connecting with its consumers on a local level and instilling regional pride, the brand is just getting started.

From then to now: How Tata Tea's communication has evolved from brand-led activism to hyperlocalisation

Actor <keyword id="475128" type="PERSON" weightage="20" keywordseo="Pankaj-Tripathi">Pankaj Tripathi</keyword> has experimented with acting on different platforms. Now the quarantine time has brought out the writer in him. Due to the unexpected break from work owing to the coronavirus outbreak, the actor has now been at his home over the past one week. "Actors are often closely associated with writing, even in the projects that they are just acting in. As artistes, we communicate to the audience what the writer is trying to tell through his body language, his ability to emote on screen," said Pankaj. "Writing is a creative <keyword id="45210" type="ORGANIZATION" weightage="20" keywordseo="extension">extension</keyword> of me and I am not doing it with the motive of writing a screenplay really. I started with penning down my thoughts for the sake of keeping my skills sharpened. Writing and acting are interconnected for me. I am writing to fulfil my own creative quest. Let me see how the finished product turns out and if it is my satisfaction, I will figure what I want to do with it," he added. On the acting front, he has films like "Ludo" and "<keyword id="286317" type="PERSON" weightage="20" keywordseo="Gunjan-Saxena">Gunjan Saxena</keyword>: The Kargil Girl" in his kitty. --IANS nn/vnc/pgh/

Versatile actor Pankaj Tripathi turns writer during Corona lockdown

<ul><li>In our series, BTS with Insiders, we take a walk down memory lane, and give you an insider's view of some of the most iconic Indian ads.</li><li>This week <keyword id="269997" type="PERSON" weightage="20" keywordseo="Amer-Jaleel">Amer Jaleel</keyword>, Group CCO and Chairman of <keyword id="3391368" type="PERSON" weightage="20" keywordseo="MullenLowe-Lintas">MullenLowe Lintas</keyword> Group tells us some engrossing stories about campaigns he's done for <keyword id="46021" type="PERSON" weightage="20" keywordseo="Tata-tea">Tata Tea</keyword>, <keyword id="6616182" type="UNKNOWN" weightage="20" keywordseo="Lifebuoy">Lifebuoy</keyword> and <keyword id="47860" type="CITY" weightage="20" keywordseo="ICICI-Prudential">ICICI Prudential</keyword>.</li></ul> Nostalgia is a powerful tool, as we have witnessed in the last month and a half of lockdown. It was primarily this insight that made us start BTS with Insiders, a series that takes a walk down memory lane, and talks about some of the most <keyword id="3814561" type="PERSON" weightage="20" keywordseo="Iconic-Ads">iconic ads</keyword> that have helped build brands and tell wonderful stories. Last week, we spoke to Amer Jaleel, Group CCO and Chairman of MullenLowe Lintas Group, who has been instrumental in creating seminal work for a lot of brands. Over the years, he has created some award-winning work for brands Google, OLX, Maruti Suzuki, ICICI Prudential and Bajaj, amongst many others. Jaleel gave us an Insider’s view into a few campaigns he holds close to his heart. <div type="javascript" title="Facebook" contenttype="Video"><cdata><![CDATA[]]></cdata></div> Tata Tea’s Jaago Re Tea brands, for the longest time, sold on the refreshing proposition of its product. However, it all changed in 2008 when Tata Tea came up with Jaago Re, a campaign that wanted people not just to wake up but to awaken. What had started as a campaign to encourage people to go vote in the 2009 elections has now broadened its appeal and today talks about a lot of other issues too. It was perhaps one of the first campaigns in India that asked consumers to act, giving birth to citizen activism. “What is the most important thing about Jaago Re is that it sparked off the trend of socially responsible work. And this is something that we at Lintas really take pride in, making brands participate in social improvement. We were noticed all around the world for this work and many people have emulated this,” shared Jaleel. R Balki was also a prominent part of the campaign, shared Jaleel, who helped strengthen the idea of the campaign by adding a strong logic to the thought. Once they discussed the idea, Balki said to Jaleel, “You know, you have got this business because it is impossible for anybody to deny this,” he remembered. “It was one of those memorable moments of my life,” he added with a smile. “The funny part is, we cracked the idea for a tea ad sitting in a coffee shop,” he laughed. The first ad also featured actor Pankaj Tripathy, who was just starting out at that point of time. While there had been many auditions, Jaleel remembers being blown away by Tripathy’s audition. “In Pankaj’s audition, when he acted the line ‘Hum aapka vote maange aaye hain,’ he says he has come to request for people’s votes but with his hand, he made a gesture that would denote he is here to grab your votes. That struck me and I told our director Amit Sharma that we should use this in the ad. And that’s how we got Pankaj on board. I am sure he would have reached where he is today even without this ad, because he is extremely talented, but I am glad we were on to him pretty early,” shared Jaleel. The campaign went on to create wonders for the brand and is till today considered to be a game-changer. Lifebuoy’s Help A Child Reach 5 - Gondappa Over the years, Lifebuoy has been doing a lot in terms of spreading awareness around the importance of hygiene and washing hands, not just in India but across the world. And it wanted to come up with a campaign to showcase some of the on-ground work it had been doing. Thesgora, a small village in Madhya Pradesh was infamous for having one of the highest rates of child diarrhoea cases in India. The idea behind the campaign was to bring to light how a simple act of convincing people to wash their hands had a massive impact. “Lifebuoy told us that they’ve been doing this amazing work but people don’t really know of this work. They wanted something that would celebrate the work they were doing while also helping them promote the idea further. The objective itself was so inspirational that we had to do something really special,” shared Jaleel. Sagar Kapoor, the current Chief Creative Officer at <keyword id="274876" type="COMPANY" weightage="20" keywordseo="Lowe-Lintas">Lowe Lintas</keyword>, told Jaleel that he had thought of an idea that wasn’t like the regular Lifebuoy ads that they did. He told Jaleel about something called ‘maanta’ which is something that people do if their wish comes true. Kapoor shared many examples of people fasting or rolling on the ground while on their way to temples. He was thinking of what would a person who’s child turned 5 do to celebrate the fact. “That’s when Sagar said that someone like him could say that he would walk on his hands to reach the temple and thank him for this gift. And the idea of walking on hands and Lifebuoy and hand-washing and the importance of that just struck like a rocket in my head. And I told Sagar that he had cracked something so special that his career was made,” shared Jaleel. The shoot was carried out in a place somewhere near Hubli in Karnataka, in scorching sunlight. The team had to select 2 actors, one who featured in the film, and another one on standby, considering how difficult it was for anyone to walk on his hands for long distances. The crew had to go to the spot thrice to complete the shoot as the first time the actor gave up as he couldn’t keep walking on his hands and the second time the shoot was brought to a halt by rains. The song used with the film was a Tamil song which wasn’t translated into any other languages and was yet able to cut through language barriers. The team had once gone to China where the film was showcased and the video moved many Chinese women to tears. ICICI Prudential’s Bande Acche Hain ICICI Prudential’s Bande Acche Hain, came at a time when men’s image across the world had taken a serious beating, shared Jaleel. “However, while we read about men doing heinous crimes or watched about them on TV, we realized we don’t know any such man and that inspired us to think about men in this way. We wanted to show that men are also glorious in their own ways. The most important thing that touches you in this ad is that men who do these beautiful things don’t really want it to be acknowledged,” explained Jaleel. And that is exactly what helped strike a chord with the audience with many people immediately identifying with many of the scenarios that have been showcased in the ad. The music of the campaign, composed by music director Shantanu Moitra and beautifully penned by lyricist Swanand Kirkire also added to the magic. “What is special about the ad is that it is a woman singing about a men but the men aren’t exactly looking for any appreciation. They were just going about doing the acts of care that they would anyway do, without anybody coming to know. When it comes to the song, I had a very different idea because Bande Acche Hain sounded a little Punjabi and in my head, the song was something more boisterous. However when I reached the studio and heard what Shantanu had created, it just melted me. I don’t know anybody who hasn’t got affected by the music at the first hearing,” said Jaleel. What also made the film special were the everyday instances that the situations drew from, making it very relatable and possibly the reason why it found so much love from the audience.

#BTSwithInsiders: Amer Jaleel on Tata Tea’s Jaago Re, Lifebuoy’s Gonduppa and ICICI Prudential’s Bande Acche Hain

<ul><li>This case study decodes how <keyword id="3703971" type="PERSON" weightage="20" keywordseo="TheSmallBigIdea">TheSmallBigIdea</keyword>, social media and digital agency, built around awareness around surrogacy and engagement campaign for Mimi.</li><li>The agency adopted a 360-degree marketing approach for the movie, leveraging Kriti Sanon and Pankaj Tripathi’s fan base.</li><li>The movie was released four days before the due date, which took the audience by surprise and generated organic chatter on social media.</li></ul>Lauded as a laughter-riot, Mimi revolves around the subject of surrogacy and taboos surrounding the topic and so does its marketing strategy with Kriti Sanon in the lead. Adapted from the acclaimed Marathi film ‘Mala Aai Vhhaychy!’ by Samruoddhi Porey, Mimi is directed by Laxman Utekar and produced by Dinesh Vijan. It is also released on Jio Cinemas and Netflix. The film seamlessly oscillates between drama and comedy with Kriti Sanon in the titular role, Pankaj Tripathi, Supriya Pathak, amongst others. As Mimi navigates through the uncertain path of motherhood through surrogacy in the film, let us take a deeper look into its marketing strategy ideated and executed by social media and digital marketing agency, TheSmallBigIdea. Even before the release of assets, there was a lot of speculation around what genre the movie belonged to. Therefore to build curiosity, the overarching theme of the campaign leading to the movie was #NothingLikeWhatYoureExpecting. Building Curiosity: Announcement Poster The marketing of the film started with an announcement motion poster that was launched on July 08, 2021. Attempting to establish the movie theme as ‘something unexpected and extraordinary’, the movie was announced with a question mark hiding Kriti Sanon’s baby bump to keep the audience intrigued. This was followed by 5 more posters in the next 4 days which highlighted every aspect and extended the desired communication, for e.g. the poster established how Mimi is a happy film that will make you cry and due to an unexpected offer, her life will change forever. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> Trailer launch: The trailer was launched digitally, which received an amazing response from the critics and garnered 24 million views within 24 hours across the platforms. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> Post-trailer content: Live Interaction: Kriti Sanon and Pankaj Tripathi Post the launch of the trailer, Kriti Sanon and Pankaj Tripathi went live on Instagram, which was further joined by Sai Tamhankar to discuss their experience of working in the movie and the love they received after giving a glimpse of Mimi to the world. <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> Later, TheSmallBigIdea initiated a challenge for the users to recreate the best dialogues from the trailer by using #MimiDialogues. Behind-The-Scenes And Engagement To showcase the transformation of Mimi along with the crazy family, the star cast shared behind-the-scenes of crucial moments from the film and its making. The team released a video that captured the transformation of Kriti to Mimi and reflected her special journey in this movie. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> In a bid to tickle the funny bones while leveraging the eminent expressions of Pankaj Tripathi, the makers also released ‘Bhanu Reactions’ from the movie. Few promo dialogues and Bhanu’s expressions grabbed attention after the trailer release and therefore the team built content and leveraged topical formats too. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> Song releases: Leveraging the popularity of song releases and contests that follow, Mimi’s marketing strategy involved song challenges for audience engagement and mass reach. Composed by A.R Rahman, the movie has released song numbers such as Param Sundari, Rihaayi De, and more which were weaved in the social media communication. ParamSundari ParamSundari was the first and the most important song composed by AR Rahman and sung by Shreya Ghoshal, which was enough to attract the audience. It was a catchy number so the team first teased the audience by uploading the teaser a day prior. After the release, AR Rahman went live with Mimi’s lead cast and TheSmallBigIdea initiated a #ParamSundariChallenge for which Kriti Sanon demonstrated the hook step to the audience and challenged them to dance with her on this number. The best performers were also featured on the makers’ and actors’ Instagram pages. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> #ParamSundariChallenge took over and was caught on, not only by the users but also by social media influencers. Audiences tried to showcase their talent in their own ways. Not just the dancers but many make-up artists jumped on the bandwagon and presented other artistic videos using the upbeats of this song. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> Rihaayi De: Dance and song covers are quite prevalent and liked by music enthusiasts. With ‘Rihaayi De’ song release, Mimi urged people to hit the right notes with the cover versions of this song. The team encouraged the audience to make #RihaayiDe covers in their own versions. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> Movie Release: The date announced for the movie release was 30th July but riding on the proposition of the movie i.e- Nothing Like What You’re Expecting, we released the movie 4 days prior, i.e-26th July, taking the audience by surprise that successfully garnered the desired attention. The sudden release was also backed up by saying that it was Kriti Sanon’s (Mimi’s) birthday on 27th, hence the audience and Mimi, both were to receive a gift from the team, which was the early release of the movie. Her birthday was celebrated in the presence of the media, where the team not only watched but also released the movie. To announce the same, Kriti went live with Pankaj Tripathi, Laxman Utekar and Dinesh Vijan. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> Post-Release: Audience started sharing positive and emotional reviews along with sharing Instagram stories of watching Mimi on their Television sets with their Family. To amplify the audience’s mood and involvement with the movie, new campaign hashtag was adopted #WatchMimiWithFamily. Song Releases Continue: Rest of the songs, Yaane-Yaane, Hututu and Phuljhadiyon, were released after the movie launch. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> BTS Videos: The agency had specific BTS videos based on Mimi’s lead characters, the bond that the family shared off screen and how working with kids had impacted the sets and people working there. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> Content Marketing: To keep the buzz alive, Mimi roped in influencers such as Ashish Chanchlani, amongst others for outreach and engagement. This involved leveraging relatable and humorous moments from the movie, acting challenges, interacting with the stars, and highlighting surrogacy as the subject. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> It was further promoted through a brand partnership with Mammy Poko Pants. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> With a minimalistic approach, Mimi leveraged the latest social media tools and features to reach out to more viewers. Results <keyword id="11799399" type="UNKNOWN" weightage="20" keywordseo="param-sundari-challenge">Param Sundari Challenge</keyword> <ul><li>140K reels generated on Instagram alone.</li><li>Param Sundari Dance Challenge on YouTube received around 5 Million+ Views.</li><li>Overall, the Param Sundari Challenge received around 150K entries across platforms and those entries received approx. 150 Million+ views across platforms.</li><li>Assets for the Param Sundari Challenge posted on the page, by the talent, Sony Music, Jio Cinema and Jio Studios garnered approx. 5 Million views and received impression of approx. 15 Million users.</li></ul>Rihaayi De We received around 600 video entries from the audience, which garnered around 10K views in total including the videos made with original music and videos made by individual users as cover for the song. Facebook The movie campaign on Facebook registered 3.5 Million Minutes worth of views for video content on Maddock Film's page alone. The page's record stood at 39K Minutes in the months prior to the beginning of the movie campaign. The videos in the campaign received 160K in engagement metrics on Facebook which was a rise of 7000% in raw engagement. Through the 28 days campaign period, the campaign's content reached 17.7 Million users which was a 8900% increase than previous months and the page gained 11.8 K followers which was a 78787% increase than before the campaign begun. Instagram On Instagram, the campaign on Maddock's page alone saw 3.9 Million in total impressions and an average of 100K in reach per day through 28 days period. The page gained 1.8K followers during the run of the campaign. Twitter On Twitter, the campaign received 1.87 Million unique impressions, profile visits increased by 450% to 35.6K and the page gained 17.3K new followers within the 28 days campaign period. "Maddock always puts faith in out of the box stories, and in the end, marketing is also about storytelling. We are proud that our inventive marketing approach contributed to make Mimi the success that is,” said Dinesh Vijan. “Movies like Mimi are a marketer’s delight. You get to build stories around cinema which needs no pretense or smoke and mirrors. The team had a great time playing with the humor on one hand and something as intense as surrogacy on the other. We created some fun content with the talented cast, which was an instant hit with the audience. All in all, it’s an honest film with a fun marketing narrative,” said Harikrishnan Pillai, CEO and co-founder, TheSmallBigIdea.

You Searched For "acting of pankaj tripathi" and got 8 results

Pankaj Tripathi could have been a politician like his character in Mirzapur

IANS

Manoj Bajpayee joins the league of on-screen lawyers like Pankaj Tripathi, Shriya Pilgaonkar & more

Katya Naidu

Nawazuddin Siddiqui, Manoj Bajpayee and Pankaj Tripathi reminisce childhood days in BL Agro's latest ad for Bail Kolhu

BI India Partner

Britannia re-launches Milk Bikis in a new avatar and ropes in Pankaj Tripathi for its campaign

BI India Bureau

From then to now: How Tata Tea's communication has evolved from brand-led activism to hyperlocalisation

Karuna Sharma

Versatile actor Pankaj Tripathi turns writer during Corona lockdown

IANS

#BTSwithInsiders: Amer Jaleel on Tata Tea’s Jaago Re, Lifebuoy’s Gonduppa and ICICI Prudential’s Bande Acche Hain

Samarpita Banerjee

Case study: How Mimi increased excitement around its trailer launch and garnered 24 million views within 24 hours

BI India Partner

Popular Keywords

Buying Guides