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Mumbai, The Kartik Aaryan-starrer '<keyword id="20138" type="General" weightage="100" keywordseo="freddy" source="Orion">Freddy</keyword>' is taking the direct-to-digital route. The film, which also stars <keyword id="8493788" type="General" weightage="50" keywordseo="alaya-f" source="Orion">Alaya F</keyword>, is an edge-of-the-seat thriller and will show Kartik in a never before seen avatar. The film will soon drop on the OTT platform Disney+ Hotstar. Kartik said: "I feel fortunate to be a part of Freddy, the story of the film is something that I haven't explored before. It has allowed me to experiment with my craft and explore new territory." The film has been produced by Balaji Telefilms and Northern Lights Films, and directed by Shashanka Ghosh. Gaurav Banerjee, Head, <keyword id="45859" type="General" weightage="50" keywordseo="content" source="Orion">Content</keyword>, Disney+ Hotstar &amp; HSM Entertainment Network, Disney Star, said: "It is now time to welcome the hottest new <keyword id="143" type="General" weightage="50" keywordseo="bollywood" source="Orion">Bollywood</keyword> superstar, <keyword id="2104801" type="General" weightage="80" keywordseo="kartik-aaryan" source="Orion">Kartik Aaryan</keyword> to Disney+ Hotstar!! Post Kartik's last blockbuster, Freddy, his next release is a thriller, which comes directly on Disney+ Hotstar." SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/entertainment/news/katrina-kaifs-yet-to-be-released-phone-bhoot-makes-it-to-chacha-chaudhary-comic-book/articleshow/95117757.cms">Katrina Kaif's yet-to-be-released Phone Bhoot makes it to Chacha Chaudhary comic book</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/entertainment/news/mughal-e-azam-the-musical-gets-extended-on-public-demand/articleshow/95119473.cms">'Mughal-e-Azam: The Musical' gets extended on public demand</a>

Kartik Aaryan's 'Freddy' to release directly on OTT

<ul><li><keyword id="3556497" type="General" weightage="20" keywordseo="bombay-shaving-company" source="Orion">Bombay Shaving Company</keyword> was in the news for raising a Series C round of funding of Rs 160 crore led by <keyword id="2237913" type="General" weightage="20" keywordseo="malabar-investments" source="Orion">Malabar Investments</keyword>. </li><li>A direct-to-consumer brand, BSC says it aspires to clock Rs 500 crore in net revenue in the next two years.</li><li><keyword id="195814" type="General" weightage="20" keywordseo="deepak-gupta" source="Orion">Deepak Gupta</keyword>, COO, Bombay Shaving Company tells us about the brand’s ambitions, its expansion plans and its marketing strategies.</li></ul>Last week, Bombay Shaving Company (BSC) was in the news for raising a Series C round of funding of Rs 160 crore led by Malabar Investments. A direct-to-consumer brand, BSC says it aspires to clock Rs 500 crore in net revenue in the next two years. India has a massive retail market that is projected to grow from $ 779 billion in 2019 to $ 1,407 billion by 2026 and more than $ 1.8 trillion by 2030, according to Kearney Research. Meanwhile, the online shopping segment had been witnessing a healthy growth and Covid came in and gave it just the push it needed. Within the online segment too, people are now looking for niche, more personalized products, also brands that are organic, give back to the environment or support causes, which has helped the growth of the D2C industry in the last few years. In fact, India’s D2C brands are growing across categories and it is estimated to become a $100 billion addressable market by 2025, according to Avedus. Riding on this trend, brands like BSC have been able to cast its net wide. To understand its journey so far and understand where he wants to take the brand in the next few year, we spoke to Deepak Gupta, COO at Bombay Shaving Company. He told us about the brand’s ambitions, its expansion plans and its marketing strategies. Excerpts: Q) We have just entered a new calendar year but let’s take a look back at the year that went by. How did the brand fare in 2021? In 2021, we have grown 3.5X in revenue and have become truly omni-channel. We have seen interest in the brand from smaller cities and towns, and have strategically built and invested in our offline channel presence, with one of the best start-up sales team's in India. Today we are at 25,000 selling points across India. One of the big highlights of 2021 has been the launch of Women's Hair Removal Business, with Bollywood celebrity <keyword id="8493788" type="General" weightage="20" keywordseo="alaya-f" source="Orion">Alaya F</keyword> as our brand ambassador. The women's business is already contributing to 20% of our revenues. Q) BSC has ambitious plans of global expansion… Yes. We are already present in Nepal, Bangladesh etc. and now plan to launch in US, Europe, GCC and Australia, as the brand sees demand, especially from the Indian diaspora. We see the International channel achieving salience for us in a span of 18-24 months, adding 10-15% to our overall company revenue. Q) Since you are already present in Nepal and Bangladesh, how have you been marketing the brand there? How different will your strategy be for Western countries? We have seen a few aspects of the brand resonate consistently across, especially with the Indian diaspora. Firstly, the sentiment of personalized gifting on memorable occasions, and secondly, the ingredient story of our products. Our products are enriched with superfoods and traditional ingredients. Thirdly, we make delightful micro innovations in our products to provide a differentiated experience to our customers, especially in the hair management category. Marketing and brand building on these three levers has worked well for us. Q) What are a few things that have helped BSC gain an edge in the market? We have realized the importance of offline as a channel for our category very early, and are adopting a forward-looking sustainable approach, unlike other <keyword id="11032237" type="General" weightage="20" keywordseo="thrasio" source="Orion">Thrasio</keyword> clones. We also continue to invest in our brand and content creation capabilities in terms of infrastructure and people. We have very short and sharp product conceptualization to GTM cycle, along with a data-driven mindset across everything we do. Q) How big is the men's grooming market in the country and what are the opportunities there? Our total addressable market is upwards of Rs 35,000 crore. We are already a force to reckon with in the hair removal and management space and have huge ambitions to grow our presence exponentially in the next 2 years. Q) Was 2021 a good year for you in terms of revenues? What are your expectations from 2022? We grew 3.5X in 2021 and aspire to clock Rs 500 crore in net revenue in the next 2 years. Q) What do you think it is about in your marketing strategy that you've got right? We are invested in top funnel brand building and awareness, beyond just performance marketing. We have identified brand ambassadors who suit the personality of the brand beautifully. We have a data-driven mindset and leverage D2C as an insights driver to understand changing customer preferences and respond to them swiftly. We are also foraying into hyper local marketing approach, which we had experimented with in 2021 with good success. Q) Going ahead, what are your broad areas of focus as a marketer to build a stronger connect with your consumers? We want to focus strongly on the 'hair removal and hair management' space for both men and women. Our aim is to build brand on the back of strong content, relatable brand ambassadors and memorable ideas. We also plan to scale up innovation in product development and ramp up our offline presence from 25,000 touchpoints to 200,000.

We aspire to clock Rs 500 crore in net revenue in the next 2 years: Deepak Gupta, Bombay Shaving Company

Mumbai, Apr 13 () Alaya F's successful debut with "Jawaani Jaaneman" was followed by many film offers, but the actors says the nationwide lockdown has hindered the process of choosing her next project. The Nitin Kakkar-directed film, also featuring Saif Ali Khan and Tabu, opened to positive reviews in January end. "A lot of the conversations about films and meetings came to a standstill. We will have to resume it when everything's done. But it definitely does cut momentum. I feel like I was going superfast and now it's all on halt...," Alaya told .The actor said she was travelling for work within the country before the pandemic took over and reached home right in time."I had to come back early as I knew all this was happening and knew we are probably heading for a lockdown and there'll be lots of restrictions. When I came back, we went straight into lockdown. My work definitely did get cut halfway."The 22-year-old actor said she was at a "good point professionally" before everything came to a standstill"Then suddenly this break happened and I felt 'My God people are going to forget who I am.' I was trying to stay visible as much as I could. Then 'Jawaani Jaaneman' released online and people started watching my film again. I started getting more comments, feedback and felt now people will remember me," she added. During the lockdown, Alaya says she is trying to stay occupied by learning new things and reconnecting with people."I'm trying to stay productive, but mainly just occupied because I'm one of those people who will go crazy if I do absolutely nothing. I need to constantly be doing something or the other. I'm doing a lot of art, trying to cook, reconnecting with people and spending time with family." JUR SHD BKBK

I was going superfast, now everything is on halt: Alaya F on lockdown

Action film "<keyword id="19930293" type="General" weightage="20" keywordseo="Bade-Miyan-Chote-Miyan" source="keywords">Bade Miyan Chote Miyan</keyword>", starring <keyword id="19896353" type="General" weightage="20" keywordseo="Akshay-Kumar" source="keywords">Akshay Kumar</keyword> and <keyword id="19915804" type="General" weightage="20" keywordseo="Tiger-Shroff" source="keywords">Tiger Shroff</keyword>, and Ajay Devgn-led "<keyword id="20278357" type="General" weightage="20" keywordseo="Maidaan" source="keywords">Maidaan</keyword>" will now release on April 11, the makers have announced. The two films were earlier scheduled to be make their debuts in theatres on April 10 but as the festival of <keyword id="20481267" type="General" weightage="100" keywordseo="Eid" source="keywords">Eid</keyword> will be celebrated on April 11, the makers decided to shift the release. Akshay and Tiger shared the news of their film's new release on their respective Instagram pages on Monday evening. "Bade aur Chote aur poori 'Bade Miyan Chote Miyan' ki team ki taraf se aap sab ko advance mein Eid Mubarak. Dekhiye #BadeMiyanChoteMiyan on Eid with your entire family, now releasing on 11th April only in cinemas," read the post on Akshay's page. "Bade Miyan Chote Miyan" is directed by Ali Abbas Zafar of "Sultan" and "Bharat" fame, and produced by Pooja Entertainment in association with AAZ. The film, which also stars Prithiviraj Sukumaran, Manushi Chhillar and Alaya F, will see Akshay and Tiger perform death-defying stunts as they play two elite soldiers who embark on a mission to recover a stolen AI weapon. Devgn also announced that "Maidaan", a period sports biopic on Syed Abdul Rahim, will release on April 11. "Mark your calendars! #Maidaan release across cinemas in India on 10th April, with special previews starting 6pm onwards. Full scale release to follow on the <keyword id="743737" type="General" weightage="20" keywordseo="Eid-holiday" source="Orion">Eid holiday</keyword> on 11th April. Reserve your seats now," the actor posted. "Maidaan" is directed by Amit Sharma and produced by Boney Kapoor.

Akshay Kumar-Tiger Shroff starrer 'Bade Miyan Chote Miyan' and Ajay Devgn's 'Maidaan' to now release on April 11

<ul><li>Director <keyword id="7929" type="General" weightage="80" keywordseo="anurag-kashyap" source="Orion">Anurag Kashyap</keyword>’s <keyword id="75455" type="General" weightage="80" keywordseo="kennedy" source="Orion">Kennedy</keyword> will be screened in the Midnight Screenings section at the <keyword id="6362016" type="General" weightage="50" keywordseo="cannes-film-festival" source="Orion">Cannes Film Festival</keyword> 2023. </li><li>Kennedy stars Sunny Leone, Rahul Bhatt and Abhilash Thapliyal. </li><li><keyword id="6366702" type="General" weightage="100" keywordseo="cannes" source="Orion">Cannes</keyword> reserves midnight slots for interesting genre films or those with challenging content. </li></ul>Director Anurag Kashyap’s long-running tryst with the international film festival Cannes continues. His movie Kennedy becomes the only Indian film to be selected for a screening at the festival this year. Cannes announced its official lineup for 2023 on Thursday. Kashyap’s Kennedy is one of the three films to be screened at the festival’s midnight screening section. The festival will take place between May 16-27, 2023. <div type="twitter" handle="Festival_Cannes" handlename="Festival de Cannes" image="http://pbs.twimg.com/profile_images/819874733038727168/j5nR2gtS_normal.jpg" favoritecount="1030" retweetcount="278" status="KENNEDY by Anurag KASHYAP #SéanceDeMinuit / #MidnightScreenings #Cannes2023" createdat="1681378764000" id="1646447987441246208"></div> Midnight Screenings were pioneered by the Sundance Film Festival. Cannes <a href="https://www.cannesguide.com/cannes-festival-guide/structure-of-the-cannes-film-festival/">included </a>the section in the early 2010s. As per Cannes, it “reserves a couple of midnight slots for interesting genre films or those with challenging content”. Most of the details about the movie have been kept under wraps, but Kennedy, which will premiere at the festival, stars Abhilash Thapliyal, Sunny Leone and Rahul Bhatt. Bhatt also starred in Kashyap’s crime-drama Ugly, which also premiered at Cannes. The makers of the movie have not yet announced its release date. As the news made it to the social media, film celebrities congratulated Kashyap, with ace director Sudhir Mishra <a href="https://twitter.com/IAmSudhirMishra/status/1646471490651705344">tweeting</a>, “You can’t keep Kashyap down for long. Our guy is back.” <cmsannotation type="cmsannotation" annotationid="Anurag Kashyap’s long tryst with Cannes" comment="subhead2" text="Anurag Kashyap’s long tryst with Cannes">Anurag Kashyap’s long tryst with Cannes</cmsannotation> Kashyap’s movies have long found a spot at the Cannes Film Festival, starting with his claim-to-fame, the 2012 action-drama Gangs of Wasseypur. It was screened at the 2012 Cannes Directors’ Fortnight, which is an independent section of the Cannes Film Festival. The following year, his film Ugly was also screened at the Directors’ Fortnight section, where it received a standing ovation. His neo-noir crime drama Raman Raghav 2.0 premiered at the 2016 Cannes Film Festival, again in the Director’s Fortnight section. Apart from these, Anurag Kashyap was one of the directors of the anthology Bombay Talkies, which also premiered under the Special Screenings section at the 2013 Cannes Film Festival. Kashyap’s last film was the musical romantic drama Almost Pyaar with DJ Mohabbat, which starred Alaya F and Karan Mehta. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/thelife/personalities/news/gigantic-glass-houses-lasers-to-robotic-dinosaurs-exotic-hobbies-of-eccentric-billionaires/slidelist/99488942.cms">Gigantic glass house, lasers, robotic dinosaurs: Exotic hobbies of eccentric billionaires</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/auto/news/top-premium-hybrid-cars-in-india-ferrari-296-gtb-amg-gt-63-s-e-performance-and-more/slidelist/99488880.cms">Top premium hybrid cars in India – Ferrari 296 GTB, AMG GT 63 S E Performance, and more</a>

Anurag Kashyap’s ‘Kennedy’ is the only Indian movie to be screened at Cannes 2023

Diwali, also known as the festival of lights, is widely observed by Indians all over the world. The festival emphasises the value of light over darkness and aims to improve people's outlooks on life. Bollywood celebrities have been spotted enjoying the week-long celebrations before the festival's arrival in advance of this auspicious day. This exemplifies the excitement and joy that prominent Bollywood stars have for Diwali. Let's take a look at the significant happenings this week and the events we have coming up. Ayushmann Khurrana Ananya Panday, Kriti Sanon, Rakul Preet Singh, Richa Chadha, Ali Fazal, and filmmaker Karan Johar were among the prominent figures who attended the pre-Diwali party that Bollywood actor Ayushmann Khurrana and his filmmaker wife Tahira Kashyap hosted in Mumbai on October 17. The B-Town Diwali celebrations in 2022 got underway with this party. Kriti Sanon Bollywood actress Kriti Sanon hosted a star-studded Diwali party at her place on October 19. We saw a number of well-known celebrities at the party. The presence of Karan Johar, Varun Dhawan, Natasha Dalal, Neha Dhupia, Angad Bedi, and others at Kriti Sanon's party also made headlines in B-Town. Manish Malhotra A well-known fashion designer Manish Malhotra hosted a Diwali party on October 20. Numerous celebrities were part of it to enlighten the Diwali celebrations. It appeared as though the entire Bollywood industry had gathered at Manish Malhotra's party. You did read that correctly. If you can think of someone, you probably saw them there, along with a close friend or relative, At the gathering, we noticed Karan Johar, Aishwarya Rai Bachchan, Abhishek Bachchan, Sidharth Malhotra, Kiara Advani, Kajol, Madhuri Dixit, Karisma Kapoor, and a number of other celebrities. At Manish Malhotra's party, the starlets stole the show as many of them, including Shanaya Kapoor, Suhana Khan, Ananya Panday, Janhvi Kapoor, Khushi Kapoor, Sara Ali Khan, and others, were present. Bhumi Pednekar Bollywood actress Bhumi Pednekar hosted a pre-Diwali party on October 21, and a number of well-known stars, including Rajkummar Rao, Patralekhaa, Rakul Preet Singh, and Jackky Bhagnani to name a few, were seen arriving at the location. The star kids stole the show at the lavish party, as we saw Aryan Khan, Suhana Khan, and Ajay Devgn's daughter Nysa Devgan among others. Ekta Kapoor &amp; Anand Pandit Ekta Kapoor and Anand Pandit, two well-known producers, will host two separate Diwali parties on Saturday night, October 22. Numerous prominent celebrities have been seen attending both of these parties. Amitabh Bachchan, Ajay Devgn, Kajol, Kriti Sanon, and other celebrities arrived in style at Anand Pandit's party. Veteran actors Jitendra and Rakesh Roshan in one frame at Ekta Kapoor's party. Arpita Khan Sharma, Ashvini Yardi, Ananya Panday, Alaya F, Disha Patani, and other well-known celebrities were also seen there.

Here's how Bollywood partied this Diwali

After wooing the Indian audience, Saif Ali Khan's latest film "<keyword id="1332402" type="PERSON" weightage="20" keywordseo="jawaani">Jawaani</keyword> <keyword id="1028783" type="ENTERTAINMENT" weightage="20" keywordseo="Jaaneman">Jaaneman</keyword>" is now all set to hit the big screen in <keyword id="50996" type="LOCATION" weightage="20" keywordseo="Saudi-Arabia">Saudi Arabia</keyword>. The rom-com is slated to release in the Middle Eastern country on Thursday. "It is wonderful to see how 'Jawaani Jaaneman' is being loved by all fronts. We are proud of the film and the fact that it is Saif's first solo entertainer making it to the Saudi market, makes this film all the more special. Hopefully, the film will be loved by the Saudi audience too," <keyword id="436190" type="PERSON" weightage="20" keywordseo="Jay-Shewakramani">Jay Shewakramani</keyword>, who co-produced the movie, said. "Jawaani Jaaneman", which is directed by Nitin Kakkar, has received a positive response from the audience and critics. Apart from Saif, the movie also features actress Tabu and debutante <keyword id="1849593" type="PERSON" weightage="20" keywordseo="alaya">Alaya</keyword> F. It is presented by Pooja Entertainment in association with Black Knight Films and Northern Lights Films. <a href="https://www.businessinsider.in/entertainment/news/netflix-has-focused-on-india-as-a-key-area-for-growth-exclusive-data-tells-the-story-of-its-progress-/articleshow/71467026.cms">Netflix has focused on India as a key area for growth. Exclusive data tells the story of its progress.</a>

Saif Ali Khan's Jawaani Jaaneman will now woo audiences in Saudi Arabia

<ul><li>Tanishq’s latest Ekatvam Diwali ad stirred up a new row of controversy on social media for promoting a crackerless Diwali. </li><li>The brand was quick to delete its ad this time. </li><li>This made us wonder if brands are setting a wrong precedent by pulling down their advertisements and giving in to these bullies too quickly? Will consumers lose faith in the brand for backtracking and its lack of confidence? </li><li>Experts tell us their thoughts and ideal ways of dealing with online trolling. </li></ul>Tanishq has found itself in troubled waters yet again. On November 09, #BoycottTanishq was trending on Twitter for another advertisement under its on-going ‘Ekatvam’ (unity) campaign and this time, we are scratching our heads to find a reason why it offended the internet users. The ad featured four independent actors Sayani Gupta, Neena Gupta, Alaya F and Nimrat Kaur talking about what they love about Diwali and how they are going to celebrate the festival this year. The ad is about female companionship and oneness. It celebrates successful women and positions itself as a brand that caters to women of all ages. Tanishq’s latest ad wasn’t just about promoting a noise-free Diwali, contrary to what trolls think. It was about celebrating Diwali with family and not bursting crackers was just one of the messages they gave. The message which offended many internet users wasn’t the central thread of the ad. It was woven around the message of equality and togetherness. Its caption read, “This Diwali, let’s unite and celebrate with those closest to our hearts.” While many experts say that religion is a tough subject to handle and brands should be careful in the way they project themselves, this time, Tanishq played it safe. It only featured Hindu, upper-caste and class women celebrating Diwali. So, what was the problem? It seems like the memories of the previous storm were still fresh and the mere sight of Tanishq is offending Twitterati. They were quick to jump in to ask for another boycott for ‘trying to advise Hindus on how to celebrate their festivals’ and ‘defame their culture.’ “Why should anyone advise Hindus how to celebrate Our Festivals? Companies must focus on selling their products, not lecture us to refrain from bursting Crackers. We will light lamps, distribute sweets and burst green crackers. Please join us. You will understand Ekatvam,” said a user. “Saw a recent ad campaign by Tanishq Jewelry where some bimbos prattle vacuously about how Deepavali is about buying clothes and jewellery. Looks like this is the new woke line. Strip Deepavali of all religious significance and make it a kind of a glorified kitty party with lights,” said another Twitter user. They even had a problem with women not wearing symbols of patriarchy and their badges of being married such as bindis, bangles and sindoor. <div type="twitter" handle="krithikasivasw" handlename="krithika sivaswamy" image="http://pbs.twimg.com/profile_images/1307598588181016576/coJ-S3Qq_normal.jpg" favoritecount="172" retweetcount="61" status="No bindi, no deepam, no lakshmi pooja. While I don't like to intefere into people's dressing or spiritual choices… https://t.co/tzM0cbaXk0" createdat="1604896710000" id="1325659002307375105"></div> It was around a month ago that Tanishq’s ad film about a Hindu bahu and her Muslim saas living together peacefully made the trolls uncomfortable. In both these controversies, Tanishq was quick to withdraw its ad and apologise for hurting religious sentiments. This made us wonder if brands are setting a wrong precedent by pulling down their advertisements and giving in to these rabble-rousers too quickly? The last time, Tanishq withdrew its ad because the safety of its employees was in danger and so far, for its recent ad, it has just been social media outrage. Powerful brands like Tanishq have the resources to stand up to these bullies. Brands are also aware of the volatile climes they live in and how advertisements can irk some internet users. So, are brands not hiring good media planners? Will consumers lose faith in the brand for backtracking and its lack of confidence? A larger question every CMO ponders upon, what is the ideal way to deal with these online bullies? We reached out to experts to find out. Here is what they had to say: Lloyd Mathias, Business Strategist and Angel Investor: I am surprised that Tanishq chose to take down the ad in the face of social media backlash. I am sure the brand foresaw the likely controversy when they chose to go down this path – so backtracking now is a little surprising and doesn’t speak well for their planning. It is important for companies and brands to respect public sentiment. After all, a brand and a company exists within a larger community and all it does is have to reflect the values of its users and the larger society it operates in. Thanks to their reach and heft, brands have become important elements in shaping culture, influencing behaviour and moulding opinion. It is therefore important for them to proactively do the right thing, even though it may have short-term implications for their business. Harish Bijoor, Brand Guru &amp; Founder, Harish Bijoor Consults Inc: I very simply believe that brands must avoid touching topics that either directly or indirectly touch politics or religion. Anything that touches these two or adjacent issues such as custom and tradition, must be avoided. These are sensitive times. Avoid issues that sensitize audiences further. Akshara Vasavda, Creative Lead, Schbang: Another <keyword id="2851713" type="PERSON" weightage="20" keywordseo="Tanishq-Ad">Tanishq ad</keyword> taken down because of angry trolls upset over someone saying we shouldn't burst firecrackers, because you know, we're kind of in the middle of a pandemic and an on-going climate crisis in general. How dare they? First, let's focus on the real issue - the extremists dominating much of the Indian media and social media right now, spreading their intolerance in almost every sphere of our lives. There is no platform where one can express their (very reasonable and justified) views freely without getting attacked by angry extremist trolls. Whether or not Tanishq should have taken the ad down is a separate conversation. They are still yet another victim of growing extremism in our country, albeit a very privileged victim with power and resources to fight this issue and bring some much needed change. Should Tanishq have taken this ad down? Absolutely not. I work on a brand 100x smaller than Tanishq that was attacked for a week straight for a simple social media post on Navratri, but we stuck to our cause and fought the trolls off with a team of 3 girls handling ORM. I simply do not see why a brand like Tanishq feels forced to take the ad down except for maybe, just maybe, they want to have their cake and eat it too - please the progressives but be in the good books of conservatives/right wing audience as well. Afterall, their sales come from the old and the rich. Or maybe, they want the controversy. Whatever the reason is, I'm out of sympathy for this TATA giant, when small, independent brands are not afraid to stand up in the face of right-wing suppression of speech. Kuber Chopra, Founder, Creative and Strategy Director, Rasta: What Tanishq is dealing with is not a "might offend someone" mindset, it's got to a point where the trolls have simply marked some brands as too liberal for their liking. Just like they would mark some popular liberal voices as those to quash dare they speak. While I did feel when they released the last ad, they would have been conscious of potential backlash, on this occasion they're just dealing with depressing brainwashed mindsets that are going to continue to get offended by the sight of Tanishq. They are probably offended by this because there are 4 independent women and no men in a Diwali ad (albeit it's a jewelry ad) speaking English. I'm honestly a little saddened to suggest a hack for this, but if Tanishq doesn’t think putting a brave front is worth it, they should change the script and redo the voice over perhaps in Hindi. If they want to be brave they can release little snippets of each of these women lighting dias and a little story about who they are, where they're celebrating Diwali. And of course, doing nothing is also a strategy. Hope Tanishq has the best Diwali and open minded Diwali shoppers make their wallets heard. Akshaara Lalwani, CEO &amp; Founder, Communicate India: Conceptualization of an ad campaign is backed by the vision to create an emotional connect with the audience. While ṭhis attempt may at times click well for the brand, there is a possibility of it backfiring too, especially during such sensitive times, when the world is battling through a global health crisis and emotions are heightened. However, keeping that in mind, it is also imperative for brands to believe in its value system and not change as per audience receptiveness. Thus, pulling down the ad wasn't the best way to deal with this situation and only reflected the lack of belief in the idea that the brand had executed through this campaign If we observe the audience engagement post-global-lockdown, it has reflected an upsurge in the rate of social media trolls. Having had the technological access and ample amount of time at hand, people are consuming content on a larger scale and hence brands have been put under the microscopic lenses. In order to deal with such trolls, brands need to evaluate and understand the sentiment that the campaign has brought forth among the audiences. Basis the audience reaction, devising a strategy that helps communicate the campaign’s authentic idea is the best way to tackle the situation at hand. Amyn Ghadiali, Vice President -Business &amp; Strategy, Gozoop: It definitely sets a wrong precedent. I believe that more than trolls, the customers also lose faith in the brand because it doesn’t have the courage to see through things that they actually believe in. If I were the brand custodian at Tanishq, the fundamental question I would ask myself is that do I believe in what I am saying &amp; are the ones trolling me/ my customers? If they are, then I would really like to understand their POV better rather than pulling down the ad. If they are random trolls, who never would be able to afford my brand, why even bother? Also, if a brand believes in a progressive society, I would want to have customers who share that ideology. Look at how Jeff Bezos supported black lives matter. I wouldn’t call it strategy, I would simply call them principles. We all know principles mean nothing if they don’t cost us something. The best way to deal with trolls is to create an army of brand advocates that stand by your decision and belief. In-case of a polarising debate like that of Tanishq or for that matter any brand, it is important to have a spine and stick through. People who support your belief system will come forward, defend you and in-fact respect you even more.

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Kartik Aaryan's 'Freddy' to release directly on OTT

IANS

We aspire to clock Rs 500 crore in net revenue in the next 2 years: Deepak Gupta, Bombay Shaving Company

Samarpita Banerjee

I was going superfast, now everything is on halt: Alaya F on lockdown

PTI

Akshay Kumar-Tiger Shroff starrer 'Bade Miyan Chote Miyan' and Ajay Devgn's 'Maidaan' to now release on April 11

PTI

Anurag Kashyap’s ‘Kennedy’ is the only Indian movie to be screened at Cannes 2023

Srishti Magan

Here's how Bollywood partied this Diwali

IANS

Saif Ali Khan's Jawaani Jaaneman will now woo audiences in Saudi Arabia

IANS

Is Tanishq’s Ekatvam Diwali ad being pulled down setting a wrong precedent?

Karuna Sharma

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