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<ul><li>Ayushmann Khurrana has been listed as one of the top 100 Influential People in the world by TIME today. </li><li>With his rising popularity and influential power, the actor seems to be on a winning streak in the advertising world. </li><li>He has bagged marquee brands like KitKat, Peter England, The Man Company, Bajaj Allianz, to name a few, in the past few months amid a global pandemic. </li><li>We speak to experts to find out what are some of the qualities that make him influential in the brandverse. </li></ul>Ayushmann Khurrana, the only Indian actor to be featured on TIME’s 100 Most Influential People in the World list, is also becoming India’s favourite brand endorser. Even during the on-going pandemic -- when brands have tightened their purse strings -- Ayushmann has managed to grab more attention from brands and bag endorsement deals from marquee brands such as JSW India, Nestle, Toyota, Bajaj Allianz, Sprite, The Man Company, UNICEF, to name a few. Despite not having done a single blockbuster movie this year, apart from Shubh Mangal Zyada Savdhan and the virtually-released Gulabo Sitabo, Ayushmann is on a winning streak in the branding world. 2020 is turning out to be a tipping point for his career as a brand endorser. Ayushmann has around 25 brands in his kitty and in Duff &amp; Phelps’ report released in 2019, Khurrana was a new entrant at rank 10 with a brand value of $40.3 million. In the times when everyone is talking about nepotism in Bollywood, associating with Ayushmann also seems like a safe and perfect bet for an Indian brand. He is the boy-next-door from Chandigarh who has made it on his own in the industry. After his first appearance in MTV Roadies Season 2, Ayushmann found his ticket to Bollywood as Shoojit Sircar offered him a leading role in Vicky Donor. Since the beginning of his career, Ayushmann has been very picky with his choice of movies. He has made a conscious effort to increase representation of different kinds of Indians in his movies by playing a homosexual man in Shubh Mangal Zyada Savdhan, someone who suffers from erectile dysfunction in Shubh Mangal Saavdhan and a bald guy in Bala. He is also known for movies like Article 15, Dum Laga Ke Haisha, Dream Girl and Badhaai Ho that have started a conversation around different social issues. It is his choice of films that Vani Gupta Dandia, Founder of CherryPeachPlum Growth Partners - a marketing-led business consultancy thinks makes him the ideal fit for all challenger brands. She said, “AK is an actor who comes across as someone with a very, very strong personality. He's chosen to do films which stood out for the stands they took, for the very 'difficult to speak about' subjects in society. The most appealing thing about Ayushmann Khurrana is that while he has chosen to do very offbeat films he still has a very mainstream appeal. His brand endorsements have also been in line with the offbeat actor he comes across as.” On what qualities does he stand for and which brands should he choose, Vani Gupta Dandia added, “Brands that are looking for halo values like intelligence, substance vs frivolous mass appeal, gumption to stand up for difficult causes, choose v/s be chosen, and strong-mindedness - are best suited for a tie-up with him. He must be careful to stay true to who he is and not fall into the trap of the typical bolly 'dance- around-the-trees' mould. His appeal is in being a 'deliberate' and intelligent actor. Not the mainstream hero. He should carefully nurture this positioning and associate with causes and brands that fortify his own imagery in the consumers’ mind.” Karthik Srinivasan, Independent Brand Consultant and Social Media Expert, calls Ayushmann the Amol Palekar of our times - a true 'everyman', but with extra panache. He explained, “Given his smart choice of film scripts where he plays 'everyman' without the extraordinary stunts that define our films' heroism, and convincingly pulls off seemingly 'normal' roles, and given the enormous success he has garnered in such narratives, he fits perfectly for any brand that wants a relatable super-celebrity.” Talking about what makes Ayushmann brands’ favourite, Harish Bijoor, Brand Guru &amp; Founder, Harish Bijoor Consults Inc. said, “He is not the big-boots star of Bollywood. Neither is he a peripheral actor, many of whom come, survive and leave. He is someone in-between. And that's the beauty of his success today. As an actor, he is a method actor of repute. He has under his belt a series of hits that few can boast. In many ways, he is the small-budget star who takes the entire ecosystem of the film that is made to success. Today, viewers of Hindi cinema are bored to death by the big stars and the bigness they represent. In many ways, this is a David versus Goliath liking that comes to the fore. The big star is just too big, unapproachable and just too far away physically and metaphorically. The smaller star is that much closer, and that much more to emote with as a persona. This is Ayushman's touchstone of success.” Ayushmann also bagged a deal with Bajaj Allianz Life this month. On why the brand chose him as its face, Chandramohan Mehra, Chief Marketing Officer, Bajaj Allianz Life, said, "Ayushmann outscores his new age peers on the attributes of relatability and likeability, across consumer profiles. Also, in context of his rise on back of the smart, unconventional and consistent choices he has made, his marketability has enhanced. He is seen as a role model and hugely talented across profiles of age, gender and income groups." Ayushmann can act, sing and dance. He also writes poetry. His versatility and boy-next-door image make him brands’ sweetheart. N. Chandramouli, CEO, TRA said, “Ayushmann Khurrana is one of the multi-talented, multi-faceted actors who has a range of successes behind him in the movies. Without controversies, he is a stable bet for any brand. He has been considerably active in social media during the lockdown and combined with his earlier successes, this has increased his social media presence and salience. Ayushmann is versatile and he can endorse a range of categories, right from footwear to ice-creams, menswear to colas. His affable persona, boy-next-door looks gives him a wide range to choose from. Cost is a key driver for brands when choosing between endorsers, and his costs being lesser than superstar fees, makes him amenable to be the pick of brands, too.” Lately, we have seen endorsers who are more than a model but less than a nepotism-breed superstar like Vicky Kaushal and Ayushmann, get popular in the brandverse. With this, the definition of ‘superstar’ is also changing. Explaining what is driving this change in the industry, Srinivasan said, “Ayushmann is a bonafide superstar, by star value and films' success alone. As for the industry trend of more than a model, but less than a superstar, it could be mirroring the interest in tier-2 and tier-3 social media stars so that brands can tap into small user circles who are their followers. Similarly, given that mainstream, theater-led cinema was the only criteria to bill someone as a superstar at one point, there are now many other media platforms for someone to be called a budget-superstar or a different kind of superstar. Many actors have become big only by doing OTT shows, and many on TV alone. So there's a better range for that phrase 'superstar' now.”

Why Ayushmann Khurrana, the only Indian actor to feature on TIME’s 100 Most Influential People list, is also the blue-eyed boy for brands

The year of 2022 could be a watershed year for <keyword id="143" type="General" weightage="20" keywordseo="bollywood" source="Orion">Bollywood</keyword>. For the very first time, a lead character in the movie is transgender in Chandigarh Kare Aashiqui starring Ayushmann Khurana and Vaani Kapoor. Called a conversation starter on transgenders, the movie was lauded by many. <div type="javascript" title="Custom" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Custom" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> Then there was a formulaic Badhai Do starring Rajkummar Rao and Bhumi Pednekar - which is a lesbian and a gay man married to each other, due to family pressure. Increasing roles but not being cast While Bollywood might seem to be taking one step forward, it has brought out many issues – be it roles for the community and of course, casting transgenders for the roles. The apathy towards LGBTQ+ community is also affecting artists who intend to find their place in the showbiz which has been expanding thanks to the number of web series and more under production. Yet, it’s falling short of people to accommodate them. Transgender actor Sushant Divgikar criticises the casting of cisgender actors as transgender characters in Bollywood. This comes as Bollywood is making several movies on gender diversity but tends to cast popular actors instead of the ‘right’ fit. “If a transgender person is not allowed to play a transgender character on screen in a film, they are not allowed to play a man in a film and transgender people are not allowed to play women in a film so what do transgender artists play? transgender trees in the back?” asks Divgikar on his Instagram. Divgikar is quite vocal about challenges faced by <keyword id="1218847" type="General" weightage="20" keywordseo="lgbtq-community" source="Orion">LGBTQ community</keyword> in society and Bollywood. Sharing another such experience on gender disparity on Youtube, Divgikar revealed that they were auditioning for a toothpaste ad when the casting director told them even before they entered the room, “You are too gay for this advertisement.” Yet, not all is lost. A few actors from the community have found their standing. Jim Sarbh, a popular actor who played a key role in the superhit movie Padmavaat, also plays a role in Made in India. In the popular Amazon Prime Video series, he plays a straight character. “It was really difficult playing a heterosexual male so that was a first big challenge that I had to overcome, what cultural significance would be here and whether people will accept it,” <a href="https://www.facebook.com/YesWeExistIndia/videos/1246256258883966/">he said sarcastically in an interview </a>as he believes there is still socia stigma around the community. While the number of shows and movies portraying queer connection are increasing – large numbers are played by A-list actors like Sonam Kapoor, Fawad Khan, Ayushmann Khurana, Manoj Bajpai and more. ‘It was the most challenging film because I have never done such a character before’, <a href="https://indianexpress.com/article/entertainment/bollywood/aligarh-was-most-challenging-film-for-me-manoj-bajpayee/">said Manoj about playing a gay character </a>that was named Siras in Aligarh. India has a long way to go in terms of gender issues and is still struggling to get many aspects like casting and treatment of women. Case in point is the controversy created by Shahid Kapoor’s Kabir Singh which was criticized for toxic masculinity. Thappad was touted to be a response to Kabir Singh. “Everyone should do one thing they feel will take us towards gender equality – and getting rid of stereotypes and conditioning will surely be a step in that direction,” said Tapsee Pannu who played the protagonist in the movie. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/tech/enterprise/news/indias-tech-talent-pool-is-from-vizag-indore-and-warangal-thats-where-infosys-tcs-and-others-are-heading/articleshow/92351346.cms">India’s tech talent pool is from Vizag, Indore and Warangal — that’s where Infosys, TCS and others are heading</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/startups/news/dailyhunt-launches-in-middle-east-north-african-market-is-next-in-line/articleshow/92354230.cms">Dailyhunt launches in Middle East, North African market is next in line</a>

You’re too gay for this ad, and other ways Indian showbiz ignores LGBTQ+ artists

<ul><li><keyword id="6354552" type="LOCATION" weightage="20" keywordseo="hyderabad">Hyderabad</keyword> was home to maximum number of movie lovers, followed by <keyword id="6358070" type="LOCATION" weightage="20" keywordseo="mumbai">Mumbai</keyword> and Bengaluru. Until last year, Hyderabad stood at position fourth. </li><li>According to BookMyShow, the demand for Hindi movies grew 12% from last year. However the demand for Hollywood movies grew more than Hindi movies at 56%. </li><li>Disney’s <keyword id="19584" type="CITY" weightage="20" keywordseo="aladdin">Aladdin</keyword> featuring <keyword id="4793" type="PERSON" weightage="20" keywordseo="Will-Smith">Will Smith</keyword> was the longest running movie in India. It ran for 179 days, said BookMyShow. </li></ul>You probably know this but bookmyshow data has reinforced that Hyderabad is home to the most movie lovers. It was at the fourth position last year. But next to it comes maximum city Mumbai where people take time off their busy schedules to watch movies. Bengaluru came in third. There are no prizes either - for guessing which movie was ‘booked’ the most last year. It was The Avengers:Endgame. This also tipped the balance towards English movies as its demand went up by 56%. The demand for Hindi movies rose by 12% as compared to last year. In fact, the second and third slots for number 2 and movies went to Uri: The Surgical Strike and Kabir Singh. All in all, for the year, the number of screens occupied by widest circulated movies went up by 86%. As many as 45 movies sold over a million tickets on the platform. Two stars stand tall amidst the staggering growth. Ashay Kumar who had 4 releases this year sold 9.3 million tickets while <keyword id="6354535" type="PERSON" weightage="20" keywordseo="ayushmann-khurrana">Ayushmann Khurrana</keyword> who had delivered 3 superhits came second at 6.3 million. Movies with most number of shelf life Though the success of a movie is now judged by its earnings and collections, the time that they stay in theatres is also a key indicator of popularity. Disney’s Aladdin featuring Will Smith was the longest running movie in India. It ran for 179 days, said BookMyShow. Aladdin is followed by Ayogya, a Tamil movie, that was at the box office for 125 days and Kabir Singh ran for 102 days. Telugu movie Maharshi was also in the list of longest running movies in India in 2019 at 99 days, a day shy of a century. See also: <a href="https://www.businessinsider.in/entertainment/news/sacred-games-2-kabir-singh-are-amongst-the-most-popular-views-on-netflix-india/articleshow/73028464.cms?src=hp_latest">Sacred Games 2, Kabir Singh are amongst the most popular views on Netflix India</a> <a href="https://www.businessinsider.in/entertainment/news/more-bad-newzz-for-salman-khan-as-akshays-movie-cuts-into-his-dabangg-earnings/articleshow/73025018.cms">More bad Newzz for Salman Khan as Akshay’s movie cuts into his Dabangg earnings</a>

Hyderabad beats Mumbai, the home of Bollywood, for the number of movie lovers in 2019

<ul><li>Traditionally, the festival of <keyword id="6385850" type="UNKNOWN" weightage="20" keywordseo="Raksha-Bandhan">Raksha Bandhan</keyword> celebrates the relationship between brothers and sisters. Sisters tie rakhis to their brothers and brothers vouch to protect them in return.</li><li>In today's context, the festival might seem a little patriarchal because lets be honest, not all sisters need to be protected and well, at times our brothers need some protecting too. However, over the years, a lot of brands have tried to change the narrative. </li><li>We list a few ads that have tried to break stereotypes, by trying to get over the traditional meaning of the festival and telling us really progressive stories around the festival.</li></ul>Every year, Raksha Bandhan becomes an occasion to celebrate one of the sweetest bonds in our lives, the love between siblings. For years, we have witnessed the ad world tell beautiful stories around this bond that siblings share. A lot of the campaigns bring out the camaraderie, love and protectiveness in the relationship. While a lot of brands have often taken a traditional look at the festival, coming up with stories revolving around a brother and a sister, in the past few years, we've witnessed a change. While for the longest time, the narrative has been about a brother protecting his sister, now a lot of brands take a more progressive view and talk about how a lot of sisters protect their brothers too, and it’s no longer restricted to one gender having an upper hand over the other. It's been refreshing to see brands making an attempt to break stereotypes and change the narrative. Many have also broadened the scope of the festival further, not simply restricting the festival to the bond between brothers and sisters. Over the years, we have seen ads where sisters talk about the role their elder sister has played in their lives, or the armed forces play in all our lives. There have also been campaigns where This year we already saw a campaign by <keyword id="3508584" type="PERSON" weightage="20" keywordseo="The-Man-Company">The Man Company</keyword> take a different route in its ad where we saw <keyword id="6354535" type="PERSON" weightage="20" keywordseo="ayushmann-khurrana">Ayushmann Khurrana</keyword> talk about his sister being his protector rather than the other way round. <div type="Youtube" id="oM5E2q0cqio" title="The Truth | Happy Rakshabandhan | The Man Company" thumbUrl="https://i.ytimg.com/vi/oM5E2q0cqio/mqdefault.jpg"></div> We scouted the internet to look for some ads that have over the years done a good job in <keyword id="1247655" type="PERSON" weightage="20" keywordseo="Breaking-stereotypes">breaking stereotypes</keyword> and changing the narrative. Here are our favourite picks: <keyword id="138037" type="COMPANY" weightage="20" keywordseo="Tanishq">Tanishq</keyword> - Celebrating sisterhood This ad is beautiful for the beautiful and yet simple story-telling. Its simplicity makes it resonate with so many of us. <div type="Youtube" id="WGAPWeHlsJc" title="Tanishq - Celebrating Sisterhood" thumbUrl="https://i.ytimg.com/vi/WGAPWeHlsJc/mqdefault.jpg"></div> <keyword id="18635" type="CITY" weightage="20" keywordseo="Amazon">Amazon</keyword>'s #DeliverTheLove What makes this Amazon ad beautiful is the fact that despite being an online marketplace, the ad is stressing more on the fondness and love that this sister feels for her brother rather than focusing on the gifting bit, which is what traditionally most Raksha Bandhan ads talk about. <div type="Youtube" id="l3N6LvvWzdc" title="#DeliverTheLove this Raksha Bandhan" thumbUrl="https://i.ytimg.com/vi/l3N6LvvWzdc/mqdefault.jpg"></div> Gits Foods There are so many people in our lives who ‘protect’ us by silently watching over us. This ad is a dedication to ‘all the bhaiyyas in our lives.’ <div type="Youtube" id="us8DqWQOc9w" title="Gits Foods - Raksha Bandhan Ad - Directed by Jay Bhansali" thumbUrl="https://i.ytimg.com/vi/us8DqWQOc9w/mqdefault.jpg"></div> Ferns N Petals - Rakhi from Brother This ad also talks about how a sister has always protected her younger brothers from all the troubles and therefore equally deserves a Rakhi tied to her wrist. <div type="Youtube" id="Ibqu3l2zYOg" title="Rakhi from Brother - Raksha Bandhan 7th Aug" thumbUrl="https://i.ytimg.com/vi/Ibqu3l2zYOg/mqdefault.jpg"></div> <keyword id="6437381" type="COMPANY" weightage="20" keywordseo="icici-lombard">ICICI Lombard</keyword> - Promise of Protection Featuring the younger brother of Olympic medalist <keyword id="47387" type="PERSON" weightage="20" keywordseo="Mary-Kom">Mary Kom</keyword>, this beautifully narrated ad tugs at your heartstrings. <div type="Youtube" id="2F1Tm0qpr_g" title="Raksha Bandhan | Promise of Protection" thumbUrl="https://i.ytimg.com/vi/2F1Tm0qpr_g/mqdefault.jpg"></div> Shopper’s Stop For a lot of us, house helps don’t just remain that, they become an intrinsic part of the family. This ad celebrates the love we share with these special people in our lives. <div type="Youtube" id="rB-lYv13gYU" title="Celebrate Sisterhood with Shoppers Stop" thumbUrl="https://i.ytimg.com/vi/rB-lYv13gYU/mqdefault.jpg"></div>

Here are some progressive Raksha Bandhan ads that have tried to break stereotypes

The nominations for the 23rd edition of the International Indian Film Academy and Awards, popularly known as IIFA, were announced on Monday. 'Brahmastra Part One: <keyword id="33379" type="General" weightage="80" keywordseo="shiva" source="Orion">Shiva</keyword>', 'Bhool Bhulaiyaa 2', 'Darlings' and are leading the pack with ten, five and five nominations, respectively. 'Bhool Bhulaiyaa 2', 'Darlings', 'Drishyam 2', '<keyword id="8223714" type="General" weightage="80" keywordseo="gangubai-kathiawadi" source="Orion">Gangubai Kathiawadi</keyword>' and 'Vikram Vedha' have made it to the nomination list of the Best Picture category. Top picks for the Direction category are 'Bhool Bhulaiyaa 2', 'Brahmastra Part One: Shiva', 'Darlings', 'Gangubai Kathiawadi', 'Monica O My Darling' and 'Rocketry: The Nambi Effect'. The nominees for Performance in a Leading Role (Female) are Yami Gautam Dhar for 'A Thursday', Tabu for 'Bhool Bhulaiyaa 2', Alia Bhatt for 'Darlings', Shefali Shah again for 'Darlings' and Alia Bhatt for 'Gangubai Kathiawadi'. Kartik Aaryan ('Bhool Bhulaiyaa 2'), Abhishek Bachchan ('Dasvi'), Ajay Devgn ('Drishyam 2'), Rajkummar Rao ('Monica O My Darling'), Anupam Kher ('The Kashmir Files') and Hrithik Roshan ('Vikram Vedha') are the nominees for Performance in a Leading Role (Male). The nominees for Performance in a Supporting Role (Female) are Sheeba Chadha ('Badhaai Do'), Mouni Roy ('Brahmastra Part One: Shiva'), Nimrat Kaur ('Dasvi'), Tabu ('Drishyam 2') and <keyword id="133292" type="General" weightage="50" keywordseo="radhika-apte" source="Orion">Radhika Apte</keyword> ('Monica O My Darling'). For the Performance in a Supporting Role (Male) category the nominees are Abhishek Banerjee for 'Bhediya', Shah Rukh Khan for 'Brahmastra Part One: Shiva', Vijay Raaz for 'Gangubai Kathiawadi', Anil Kapoor for '<keyword id="10488529" type="General" weightage="80" keywordseo="jugjugg-jeeyo" source="Orion">Jugjugg Jeeyo</keyword>' and Sikander Kher for 'Monica O My Darling'. Pritam ('Bhool Bhulaiyaa 2' and 'Brahmastra Part One: Shiva'), Sanjay Leela Bhansali ('Gangubai Kathiawadi'), Oaff and Savera ('Gehraiyaan'), Tanishk Bagchi, Pozy ('Niranjan Dhar'), Kanishk Seth and Vishal Shelke ('Jugjugg Jeeyo') have bagged the nominations for Music Direction. Jonita Gandhi for the song 'Deva Deva' ('Brahmastra Part One: Shiva'), Shreya Ghoshal for 'Rasiya' ('Brahmastra Part One: Shiva') 'Jab Saiyaan' (Gangubai Kathiawadi), Lothika for 'Doobey' ('Gehraiyaan') and Kavita Seth for 'Rangi Sari' - traditional/folk song ('Jugjugg Jeeyo') are in the race for Playback Singer (Female) category. The nominees for Playback Singer (Male) are Arijit Singh for 'Kesariya' and 'Deva Deva' ('Brahmastra Part One: Shiva'), Mohit Chauhan for 'Gehraiyaan' (reprise), Kanishk Seth for 'Rangi Sari' - traditional/folk song ('Jugjugg Jeeyo') and Aditya Rao for 'Behney Do' ('Rocketry: The Nambi Effect') Furthermore, the nominees for Best Story (Original) are Akshat Ghildial and Suman Adhikary for 'Badhaai Do', Ayan Mukherji for 'Brahmastra Part One: Shiva', R. Balki for 'Chup', Jasmeet K. Reen and Parveez Shaikh for 'Darlings' and Vivek Ranjan Agnihotri for 'The Kashmir Files'. The nominees for Best Story (Adapted) are Aamil Keeyan Khan and Abhishek Pathak for 'Drishyam 2', S.Hussain Zaidi and Jane Borges for 'Gangubai Kathiawadi', <keyword id="4186994" type="General" weightage="50" keywordseo="yogesh-chandekar" source="Orion">Yogesh Chandekar</keyword> for 'Monica O My Darling', R.Madhavan for 'Rocketry: The Nambi Effect' and Pushkar-Gayatri and BA Fida for 'Vikram Vedha'. The nominees for Lyrics are Varun Grover for the song 'Atak Gaya Hai' ('Badhaai Do'), Amitabh Bhattacharya for the song 'Kesariya' ('Brahmastra Part One: Shiva'), A.M. Turaz for the song 'Jab Saiyaan' ('Gangubai Kathiawadi'), Ankur Tewari for the song 'Gehraiyaan' ('Gehraiyaan') and Raj Shekhar for the song 'Behney Do' ('Rocketry: The Nambi Effect'). Global voting will go live on Tuesday, December 27, 2022. The 23rd edition of IIFA will be held at Yas Island, Abu Dhabi, on February 9, 10 and 11, 2023. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/entertainment/news/what-india-watched-on-netflix-in-2022-korean-dramas-rrr-alia-bhatt-movies-in-the-list/slidelist/96455203.cms">Korean dramas, RRR, Alia Bhatt &amp; more - These kept India hooked to Netflix in 2022</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/entertainment/news/first-time-on-screen-pairings-in-2023-in-bollywood/articleshow/96447413.cms">From SRK-Taapsee to Ayushmann-Ananya: First time on-screen Bollywood pairings in 2023</a>

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Why Ayushmann Khurrana, the only Indian actor to feature on TIME’s 100 Most Influential People list, is also the blue-eyed boy for brands

Karuna Sharma

You’re too gay for this ad, and other ways Indian showbiz ignores LGBTQ+ artists

Bhakti Makwana

Hyderabad beats Mumbai, the home of Bollywood, for the number of movie lovers in 2019

Preeti

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Here are some progressive Raksha Bandhan ads that have tried to break stereotypes

BI India Partner

'Brahmastra', 'Bhool Bhulaiyaa 2', 'Darlings' lead in IIFA nominations

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