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<keyword id="12134706" type="General" weightage="20" keywordseo="boddess" source="Orion">Boddess</keyword>, the omni channel tech beauty platform, held a grand celebration in honour of the opening of its first flagship store in the country and the launch of its integrated O2O beauty and digital platform. The event was attended by its brand ambassador, <keyword id="2069863" type="General" weightage="20" keywordseo="bhumi-pednekar" source="Orion">Bhumi Pednekar</keyword>, on the evening of Tuesday, March 22 at Ambience Mall, Gurgaon. Showcasing the brand new Digital and Beauty Tech store the public was invited to join in and celebrate the occasion. Pednekar stated, "I am extremely proud to be associated with a brand like Boddess which has such a futuristic vision. Being a part of the journey and watching the brand grow at such a fast pace has been very gratifying. Boddess has reinvented the way we think and experience beauty. Power-packed with best in class brands and unique features, the flagship store is a beauty haven that provides consumers a seamless Omni channel experience." Actress &amp; Boddess Brand Ambassador, Bhumi Pednekar Ritika Sharma, Founder &amp; CEO, Boddess (House of Beauty) adds, "We're excited to open doors to the city's discerning beauty consumers for an enriching technology-enabled beauty retail experience. My vision has been to bring to Indian consumers' global standards of Omni channel experience and to democratise beauty through the introduction of exclusive international brands. The response from our consumers has been extremely encouraging. We have bullish expansion plans and intend to extend our retail footprint across metros, tier II &amp; tier III by end of the upcoming financial year." Ritika Sharma, Founder &amp; CEO, BODDESS with Actress &amp; Boddess Brand Ambassador, Bhumi Pednekar The city's beauty enthusiasts, opinion leaders, and experts gathered to celebrate and savour the future of beauty retail. The divas were spotted enjoying an exciting shopping experience and scouting the various differentiators such as exclusive brand offerings, stellar service bars, consultation from beauty advisors, digital skin analysers, make-up try on, and much more. SEE ALSO <a href="https://www.businessinsider.in/business/startups/news/ola-is-going-to-acquire-ceo-bhavish-aggarwals-brothers-firm-avail-finance/articleshow/90433830.cms" data-type="tilCustomLink">Ola is going to acquire CEO Bhavish Aggarwal’s brother’s firm Avail finance</a> <a href="https://www.businessinsider.in/stock-market/news/tata-consumer-products-axis-bank-mm-and-other-top-stocks-to-watch-out-on-march-25/slidelist/90432431.cms">Tata Consumer Products, Axis Bank, M&amp;M and other top stocks to watch out on March 25</a> <a href="https://www.businessinsider.in/india/news/petrol-and-diesel-prices-hike-the-third-time-this-week-in-india/articleshow/90433724.cms">Petrol and diesel prices hiked for the third time this week in metro cities</a>

Bhumi Pednekar launches beauty platform Boddess's first flagship store

<ul><li><keyword id="710" type="General" weightage="50" keywordseo="sonam-kapoor" source="Orion">Sonam Kapoor</keyword> signs two tentpole projects with Yash Raj Films (YRF) to chart her return to Bollywood. </li><li>YRF makes an exception of signing on an actor the studio has not launched itself. </li><li>YRF Talent will exclusively design and curate Sonam Kapoor’s brand strategy globally.</li></ul>Studios across the world tend to distribute their financial risks across their slate of films. Aditya Chopra-run Yash Raj Films (YRF) is no different. Taking a break from tradition, YRF Talent has, for the first time, signed on Sonam Kapoor, an actor whom they did not launch. Kapoor’s return to films after becoming a mother will begin with two tentpole projects, details of which are currently under wraps. Kapoor became a mother in August 2022 and is now ready to chart her return to tinsel town. Typically a tentpole is a studio definition of a film project that entails very low financial risk compared to other films from the studio’s slate. Tentpole projects are more inclusive and typically are culturally more relatable. These films are also designed to appeal to consumers across genders and age groups. Given that Kapoor’s appeal is not just as an actor but also as a fashion icon, YRF will look at projects that can easily link all these aspects of her personality. As a studio, <keyword id="12077027" type="General" weightage="50" keywordseo="yashraj-films" source="Orion">Yashraj Films</keyword> is identified for the mega blockbusters that it churns out almost every year. Some of the biggest blockbusters from YRF include Pathaan, Sultan, <keyword id="3561865" type="General" weightage="50" keywordseo="tiger-zinda-hai" source="Orion">Tiger Zinda Hai</keyword> and the Dhoom franchise. Pathaan was among the highest- grossing films of 2023 with collections of over ₹1,000 crore. Prithwish Ganguly, vice president - talent and communications strategy at YRF, confirms this development saying, “It is exciting to join forces with Sonam Kapoor as she charts her path to return to the movies. Sonam is a unique and a very exciting brand. We are delighted to on-board her as an artist that we will manage exclusively and curate her brand strategy globally.” YRF is known to launch its own talent, which is why the signing of Kapoor is a departure from its strategy of building homegrown talent. Kapoor is the first actress YRF has signed, whom the studio did not launch. YRF has launched actors like Ranveer Singh and <keyword id="6357860" type="General" weightage="50" keywordseo="anushka-sharma" source="Orion">Anushka Sharma</keyword>. With this deal, Bollywood star Kapoor will be exclusively managed by the boutique agency YRF Talent. Having historically managed incredible actors like <keyword id="14519" type="General" weightage="50" keywordseo="rani-mukerji" source="Orion">Rani Mukerji</keyword>, Anushka Sharma, Ranveer Singh, <keyword id="6354535" type="General" weightage="50" keywordseo="ayushmann-khurrana" source="Orion">Ayushmann Khurrana</keyword>, <keyword id="2069863" type="General" weightage="50" keywordseo="bhumi-pednekar" source="Orion">Bhumi Pednekar</keyword> among others, the YRF Talent will now focus on shaping ‘Brand Sonam Kapoor’ locally and globally. YRF Talent will work closely with Kapoor to craft a distinct brand identity, which stands for all things cool — from the choice of her films, to her natural synergy with the biggest global fashion and luxury brands, to her life choices as an independent-minded working mother. Kapoor has always been supportive of women in the workplace, making her a champion of women and their rights.

Sonam Kapoor plans to return to Bollywood with two films after signing up with YRF Talent

<ul><li>M·A·C Cosmetics has its first-ever Indian brand ambassador. </li><li><keyword id="2069863" type="General" weightage="20" keywordseo="bhumi-pednekar" source="Orion">Bhumi Pednekar</keyword> will be the face of the brand. </li></ul>M·A·C Cosmetics India has named Bollywood film star Bhumi Pednekar as its first Brand Ambassador in India. Throughout a long-term partnership starting in September, Bhumi will be seen as the face of M·A·C’s key campaigns and collections in India, elevating premium artistry and translating contemporary expression of glamour to makeup lovers around the country. Never afraid to break the mold and express herself in entirely new ways, Bhumi is a natural fit for a brand like M·A·C which celebrates individuality and self-expression above all else. She brings alive MAC’s ambition to inspire millions of young Indian girls, as she has always believed in the power of beauty as a positive process that promotes self-love and embraces flaws. “Freedom comes from recognizing you are beautiful outside of beauty standards” – a motto the millennial star lives by and advocates to her young fans as well. Furthermore, the partnership will bring her ardent love for makeup and trends to life as she will team up with Sonic Sarwate, Global Senior Artist M·A·C Cosmetics India, to showcase her stunning signature and versatile looks from bold to “no-makeup” makeup to vibrant and colorful ones; sharing beauty secrets, skincare regimens, and lifestyle with M·A·C fans as she currently does on her social media feed for those looking to get creative with makeup. “Being the first ever brand ambassador for M·A·C in India is an honor and a dream come true! Bhumi said, “As a teenager obsessed with the idea of beauty, for me to actually be able to own M·A·C products made me feel like I’ve really achieved something in life. I’m so excited to be working with a brand whose values &amp; ethics resonate so strongly with me &amp; I look forward to having an amazing journey with M·A·C!” “We’re so excited to have Bhumi become the face of M·A·C in India.” says Karen Thompson, Brand Manager, M·A·C Cosmetics India. “In addition to her passion for all things beauty, we were drawn to Bhumi’s strong point of view and message of inclusivity. She epitomizes our brand values and serves as inspiration to girls everywhere who dare to dream.” Since its founding in 1984, the leading professional makeup authority has teamed up with fierce tastemakers like Bhumi to create conversations and trends larger than beauty to represent diversity as well as the uniqueness of women.

M·A·C Cosmetics has appointed Bhumi Pednekar as its first Indian brand ambassador

<ul><li>Ahead of <keyword id="18996" type="ORGANIZATION" weightage="20" keywordseo="World-Environment-Day">World Environment Day</keyword>, we speak to Manish Chowdhary, Co-founder, <keyword id="9450009" type="PERSON" weightage="20" keywordseo="wow-skin-science">WOW Skin Science</keyword> who tells us how the brand constantly reflects on its ecological footprint, and ensures that its innovations help the planet.</li><li>He also talks to us about its growth strategy and how it aims to achieve its target of Rs 800 crore in revenues this year.</li></ul>In the last few years, there has been a gradual shift in consumer preferences towards brands that use natural ingredients in its products and make a case for sustainability. The pandemic has also given an impetus to direct-to-consumer brands in the last 14 months. Bengaluru-based personal care brand WOW Skin Science is one such brand that has not only been successfully wooing consumers, it also been able to impress private equity firms. Recently, the startup raised around $50 million from India-focused private equity firm ChrysCapital, in exchange for a significant minority stake. Founded in 2014 by Manish and Karan Chowdhary, the brand has witnessed impressive growth. This year, the brand aims to achieve revenues of around Rs 800 crore. Some of their best performing offerings include <keyword id="11369045" type="UNKNOWN" weightage="20" keywordseo="apple-cider-vinegar-shampoo">Apple Cider Vinegar Shampoo</keyword>, Onion Black Seed Hair Oil, Brightening Vitamin C Foaming Facewash and Apple Cider Vinegar Foaming Facewash. A lot of the brand’s growth has come from word-of-mouth. However, the brand has also been investing on Digital to reach out to a targeted set of audiences while also using influencers to talk about their products. While the brand has been focussing on innovating on its offerings, it is also working towards making itself more eco-friendly. Ahead of World Environment Day on June 5, we speak to Manish Chowdhary, Co Founder, WOW Skin Science who not just walks us through the brand’s journey so far but also gives us a sneak peek into how it is working towards substantially reducing its carbon footprint. Excerpts: <cmsannotation type="cmsannotation" annotationid="Q. Walk us through the journey of WOW Skin Science. How has it been so far the brand?" text="Q. Walk us through the journey of WOW Skin Science. How has it been so far the brand?">Q. Walk us through the journey of WOW Skin Science. How has it been so far the brand?</cmsannotation> WOW Skin Science was born with the objective of offering natural, safe and affordable beauty products that delivered visible results and kept customers at the heart of everything we do. We dedicated a lot of time and resources into formulating nature-inspired, science-backed and safety-tested products, sourcing the best ingredients to create high-quality and effective products. We have worked with the idea that our products should not only bring a feel good factor but also truly benefit the users. We are overwhelmed by the love and positive response that our customers have shown our brand over the years. It’s been a fulfilling journey so far, but we have a long way to go. <cmsannotation type="cmsannotation" annotationid="Q. The last year has been difficult for businesses, big and small. How has the year been for you in terms of business? With an increase in demand for more natural products, did you see any increase in your demand this last year?" text="Q. The last year has been difficult for businesses, big and small. How has the year been for you in terms of business? With an increase in demand for more natural products, did you see any increase in your demand this last year?">Q. The last year has been difficult for businesses, big and small. How has the year been for you in terms of business? With an increase in demand for more natural products, did you see any increase in your demand this last year?</cmsannotation> Yes, last year proved to be quite challenging for businesses in every domain. Fortunately for us, we experienced unprecedented growth throughout. Multiple factors contributed to that – we saw a greater preference for natural plant-based products, there was a paradigm shift in consumer behaviour in the personal care category and people showed increased interest in self care, <cmsannotation type="cmsannotation" annotationid="Q. Tell us how WOW Skin Science has improved its ecological footprint. What kind of changes are you bringing about to make your business more environmentally friendly, and why was this important?" text="Q. Tell us how WOW Skin Science has improved its ecological footprint. What kind of changes are you bringing about to make your business more environmentally friendly, and why was this important?">Q. Tell us how WOW Skin Science has improved its ecological footprint. What kind of changes are you bringing about to make your business more environmentally friendly, and why was this important?</cmsannotation> Being environmentally friendly is at the core of our business values. We are very conscious of the responsibility we carry as a brand in all aspects from our packaging to the ingredients we source and use. We are constantly reflecting on our ecological footprint and innovating on best practices for better sustainability. In a bid to go eco-friendly, we started curating our packages with 30% post-consumer recycled packaging. We are also moving towards our goal of 100% PCR packaging made from ocean waste for reduced carbon footprint. We believe that it is our collective responsibility to safeguard the environment and do our utmost for it. <cmsannotation type="cmsannotation" annotationid="Q. You currently have refill packs for your face washes but you have many more offerings. Are you planning to introduce more such refill packs for your other products too?" text="Q. You currently have refill packs for your face washes but you have many more offerings. Are you planning to introduce more such refill packs for your other products too?">Q. You currently have refill packs for your face washes but you have many more offerings. Are you planning to introduce more such refill packs for your other products too?</cmsannotation> Yes, as of now our refill packs are only available for face wash range. We are evaluating and planning to introduce this for other products as well in the future. <cmsannotation type="cmsannotation" annotationid="Q. Millennials and GenZs today are much more conscious of the brands they choose. Their choice usually depends on how much of an effort a brand is making towards helping people, helping the environment. Who is your target audience?" text="Q. Millennials and GenZs today are much more conscious of the brands they choose. Their choice usually depends on how much of an effort a brand is making towards helping people, helping the environment. Who is your target audience?">Q. Millennials and GenZs today are much more conscious of the brands they choose. Their choice usually depends on how much of an effort a brand is making towards helping people, helping the environment. Who is your target audience?</cmsannotation> Yes, that is true. Millennials and GenZs definitely form a huge chunk of our customers. Their notion of being conscious has helped us pave the way in building a brand that speaks the language of the millennial generation. But we feel personal care is not restricted to this demographic alone. We have a diverse range of products which are safe for everyone to use. All age groups could benefit from the natural goodness that our products have and the affordable luxury we offer. <cmsannotation type="cmsannotation" annotationid="Q. How have you been reaching out to your consumers? Has word-of-mouth worked well for you so far?" text="Q. How have you been reaching out to your consumers? Has word-of-mouth worked well for you so far?">Q. How have you been reaching out to your consumers? Has word-of-mouth worked well for you so far?</cmsannotation> So far, we have employed a digital-first strategy to reach out to the maximum number of consumers and have succeeded to a great extent. Beyond word-of-mouth, being bestsellers on Amazon, social media outreach and influencer marketing initiatives has worked well for us. We did several ATL and BTL activities to engage a larger set of audiences. Last year, we also on-boarded Disha Patani and Bhumi Pednekar as our brand ambassadors and in the current year we engaged with a lot of OTT influencers such as Pratik Gandhi, Jasmin and Aly Goni to amplify our brand and push it in the right direction. Having said that, we had collaborated with a dermatologist with a firm belief of leading a very strong message of education and awareness of skin and hair care for the discerning consumers. With the right balance of these elements, we have reached the right consumer in this ever evolving world of digital media. <cmsannotation type="cmsannotation" annotationid="Q. Going ahead, what will your broader marketing strategy be?" text="Q. Going ahead, what will your broader marketing strategy be?">Q. Going ahead, what will your broader marketing strategy be?</cmsannotation> We aim to be present at numerous customer touchpoints and propel the user through the buying cycle. We are adopting a more aggressive approach on ATL &amp; BTL campaigns, performance marketing and establishing more strategic partnerships to grow the brand. We are also focusing on stronger content to play on our brand’s strengths. <cmsannotation type="cmsannotation" annotationid="Q. Where do you want to see WOW Skin Science in the next few years?" text="Q. Where do you want to see WOW Skin Science in the next few years?">Q. Where do you want to see WOW Skin Science in the next few years?</cmsannotation> We want WOW Skin Science to be present in every household in the country. We hope to be the go-to personal care brand for every Indian. <cmsannotation type="cmsannotation" annotationid="Q) You are competing with brands that have been a part of the ecosystem much longer. What do you think are the factors that will help you win in this otherwise competitive segment?" text="Q) You are competing with brands that have been a part of the ecosystem much longer. What do you think are the factors that will help you win in this otherwise competitive segment?">Q) You are competing with brands that have been a part of the ecosystem much longer. What do you think are the factors that will help you win in this otherwise competitive segment?</cmsannotation> We have never tried to replicate what other companies are doing. We pride ourselves on standing out from the crowd and remain focused on our ethos of being nature-inspired, customer-centric and agile. Our innovative formulations are inspired by traditional ayurvedic secrets to deliver the finest of health and beauty essentials. In terms of packaging, we have innovated with built-in brushes and applicators keeping our customers’ convenience in mind. <cmsannotation type="cmsannotation" annotationid="Q) What kind of growth has the brand seen and what kind of revenues are you aiming at this year?" text="Q) What kind of growth has the brand seen and what kind of revenues are you aiming at this year?">Q) What kind of growth has the brand seen and what kind of revenues are you aiming at this year?</cmsannotation> We’ve seen tremendous growth over the past year and we hope to accelerate further. Our Onion Hair Kit, Apple Cider Vinegar Shampoo and Face Wash, Vitamin C Skincare range have become bestsellers in the market and we are aiming to achieve a revenue of Rs 800 crore this financial year.

Being environmentally-friendly is at the core of our business values: Manish Chowdhary, WOW Skin Science

<ul><li>Duff &amp; Phelps’ latest report reveals that Virat Kohli continues to be the most preferred celebrity as his brand value rose by 39% to $237.5 million in 2019. Akshay Kumar jumps to second position with a brand value of $104.5 million. </li><li>The report titled ‘New is Gold’ brings forth how the advent of digital media and OTT platforms have paved a way for new faces and relaunched old faces such as Emraan Khan, Saif Ali Khan and Nawazuddin Siddiqui. </li><li>It further discusses how regional industries created ripples nationally and globally with OTT proving regional content is no longer a desired state, but a prerequisite for today’s consumer. </li></ul>Duff &amp; Phelps, the global advisor, released key findings from the fifth edition of its Celebrity Brand Valuation Study 2019: New is Gold. The study provides a ranking of India’s most powerful celebrity brands based on brand values derived from their endorsement contracts. “This year we saw the new generation celebrities make it to the top 20. Apart from the celebrities who were featured in last year’s study, this year, we have Ayushmann Khurrana (rank 10), Tiger Shroff (rank 17) and Rohit Sharma (rank 20) with a cumulative brand value of USD 87.5 million,” said Aviral Jain, Managing Director, Duff &amp; Phelps. “The industry saw a wave of new faces and concepts with the effective usage of digital media to capitalize on millennials and Gen Z. Even though brands changed their approach of sticking to established actors by roping in new faces, overall the industry managed to stay on course with the perfect blend of traditional and new. The new pedigree of stars also ventured into investments by emerging as ‘starvestors’ (star investors), thus infusing capital in brands that resonated with their values,” Jain added. Commenting on the changing nature of the endorsement market in India, Varun Gupta, Managing Director and Asia Pacific Leader for Valuation Services, Duff &amp; Phelps said, “This is the dawn of a new era for the media and entertainment sector. The industry has seen experimentation, be it celebrities moving from traditional mainstream endorsements towards investments in brands, the rise of digital format advertising campaigns, or the onset of over-the-top (OTT) stars who are breaking new ground in endorsements. Brands and celebrities have parallelly adopted the path of conscious advertising and filmmaking by choosing uplifting topics and making the narrative less window dressed, an important facet for today’s Gen Y and Gen Z.” Old is Gold to New is Gold Study shows how with a fresh coterie of millennial and Gen Z celebrities bagging major banner films and endorsements, it’s clearly time to change the ‘Old is Gold’ adage to ‘New is Gold.’ In the age of social media, Millennial and Gen Z actors have an inherent advantage and are considered to have a relatively higher social media quotient. Bobbi Brown Cosmetics, a leading global makeup brand, hired Tara Sutaria as its first Indian celebrity brand ambassador. Reliance Retail and Reliance Trends also signed on national award winner Vicky Kaushal along with the upcoming Janhvi Kapoor as their brand ambassadors having an extensive youth following. The study also suggests that Kriti Sanon, Disha Patani, and Tiger Shroff are the upcoming big celebrities in the advertising and marketing realm. OTT: A Place For Old and New Actors OTT players have helped many stars relaunch themselves. Actors like Bhumi Pednekar, Manoj Bajpayee, Nawazuddin Siddiqui, Saif Ali Khan and Vicky Kaushal have given some noteworthy performances on the digital platform. The growing popularity of the digital platform can be gauged from the fact that not only actors, but also notable directors like Anurag Kashyap, Karan Johar and Zoya Akhtar, are creating content frequently, exclusively for GenOTT. Celebrity Endorsements: Top Brand Categories According to a 2019 report on celebrity endorsements issued by TAM Media Research, more than 50% of the ads endorsed by celebrities were dominated by three sectors: Personal Care/ Personal Hygiene, Food and Beverages (F&amp;B), and Haircare, as shown in the following chart. Further, the study focuses on the rising trend of OTT since the upgrade of India's digital demography. Regional industries created ripples nationally and globally with OTT proving regional content is no longer a desired state, but a prerequisite for today’s consumer. Other Key findings from the report: <ul><li>Virat Kohli retains the top position for the third consecutive year. His brand value rose by 39% to USD 237.5 million (mn) in 2019. </li><li>Akshay Kumar jumps to second position with brand value of USD 104.5 mn (a jump of 55.3%). </li><li>The dynamic power couple, Ranveer and Deepika, claim the third spot with a brand value of USD 93.5 mn each. Deepika retains her most valuable female celebrity status for the second consecutive year whereas Ranveer moves up a spot, to now occupy the same position as Deepika Padukone. </li><li>Total value of the top 20 celebrity brands stands at USD 1.1 billion, with the top 10 contributing about 75% of the total value. </li></ul>

Virat Kohli continues to be the most valuable celebrity with a brand value of $237.5 Million: Duff & Phelps Study

<ul><li><keyword id="9332781" type="General" weightage="80" keywordseo="beco" source="Orion">Beco</keyword> claims to be one of the most affordable and sustainable home products companies in India. </li><li>India overall generates 25,940 tonnes of plastic waste every day, according to State of India’s Environment 2022 report. </li><li>The startup claims that it uses cornstarch, bamboo, sugarcane, coconut and other natural alternatives of single-use plastic.</li><li>D2C companies like Forest Essentials, Godrej Consumer, Colgate-Palmolive and Hindustan Unilever have also been coming up with <keyword id="49089" type="General" weightage="20" keywordseo="sustainability" source="Orion">sustainability</keyword> initiatives.</li></ul>Three friends Aditya, Anuj and Akshay, who graduated together from BITS Pilani, were regular participants in beach clean-ups in Mumbai. During one of their rounds, they found an orange wrapper of a chocolate bar Marathon, which was discontinued in the 1990s. Surprisingly, that plastic wrapper was well preserved and was still on the beach. That chocolate wrapper stuck in their minds and that’s how the sustainable home products company Beco was born in 2018. Beco captured the markets of Mumbai, Bangalore, Hyderabad and Chennai with its plant-based products like tearable <keyword id="15683675" type="General" weightage="20" keywordseo="laundry-sheets" source="Orion">laundry sheets</keyword> (that work like soap strips), floor cleaners, reusable kitchen towel rolls, bamboo-based facial tissues, bamboo tissue roll and compostable garbage bags. Fast forward to 2022, their company Beco is now one of the most affordable and sustainable home products companies, they claim. Their mantra is simple – make products more sustainable and affordable; make sustainability a household habit. “The problem that we're trying to solve is to help make sustainability convenient. As a businessman, I look at myself as a consumer. Just making smarter, leaner choices today is actually not burning a hole in your pocket,” said Aditya Ruia, co-founder of Beco, in a conversation with Business Insider India. Almost everyone in day-to-day lives uses products that are made out of plastic or are not good for the environment and these small products become a larger plastic waste nightmare. The country overall generates 25,940 tonnes of plastic waste every day, according to State of India’s Environment 2022 <a href="https://timesofindia.indiatimes.com/city/delhi/690-tonnes-added-daily-to-plastic-waste-mess/articleshow/90001711.cms">report </a>by Centre for Science and Environment. But since the pandemic, the awareness for sustainability and related products among people has risen as people have grown more environmentally conscious and are gradually shifting to sustainable products. “After the pandemic, I think home became the center of people's lives. Many ended up spending a lot of time at home. General awareness of what they were using at homes increased,” said Ruia. The startup claims it uses cornstarch, bamboo, sugarcane, coconut and other natural alternatives in place of single-use plastic. “Our <keyword id="15683677" type="General" weightage="20" keywordseo="bamboo-laundry-sheets" source="Orion">bamboo laundry sheets</keyword> (that work like soap strips) challenge the usage of <keyword id="15683676" type="General" weightage="20" keywordseo="plastic-detergent-bottles" source="Orion">plastic detergent bottles</keyword>. They use 70% water and only 30% formula, which is also chemical based,” Ruia added. And by using these alternatives and adopting sustainable production and manufacturing practices, the company has been able to <a href="https://yourstory.com/2022/10/becos-growth-journey-celeb-investors-sustainability-startup">save</a> over 500 tonnes of plastic waste.The maximum cost of the 53 different home products it makes is under ₹1800. “You are using those garbage bags when throwing your trash in your kitchen or in your common spaces. There is a compostable garbage bag available for that. Today, there are solutions for using eco-friendly bamboo toothbrushes, instead of a plastic one,” said Ruia. <cmsannotation type="cmsannotation" annotationid="Celebrity investors, expanding partnerships" comment="subhead" text="Celebrity investors, expanding partnerships">Celebrity investors, expanding partnerships</cmsannotation> Bollywood celebrities like Ranbir Kapoor, Aamir Khan, Dia Mirza and Bhumi Pednekar are already Beco’s investors. Beco was also one of the vendors for actress <keyword id="15683678" type="General" weightage="20" keywordseo="Dia-Mirzas-eco-friendly-wedding" source="Orion">Dia Mirza’s eco-friendly wedding</keyword> in 2021. It is also partnering with various big brands – We Work, BBlunt salon, Taj Hotel, Radisson – for increasing their sustainability practices. “So, when we are working with all of these partners, they have so much consumption in- house, whether it's in their salons, or in their co-working spaces, or in the hotels. We want to give an ESG (environmental, social, governance) push internally and promote sustainability,” Ruia said. D2C companies like Forest Essentials, Godrej Consumer, Colgate-Palmolive and Hindustan Unilever have also been coming up with similar sustainability initiatives. For instance, cosmetics and skincare company Forest Essentials has been using recyclable air-filled paper pouches or paper cushions for the products inside the cartons and for orders placed online via the company’s website, instead of plastic bubble wrap. Similarly, <a href="https://www.hul.co.in/news/2022/ways-were-helping-tackle-plastic-waste/">Hindustan Unilever</a> has initiated the usage of rHDPE, which is a plastic made from recycled High Density Polythene (25% recycled HDPE), in their personal care product bottles like TRESemmé, Sunsilk,Vaseline lotions, Surf excel laundry liquid and comfort fabric conditioner; and rPET (80% recycled PET) in blister packs for personal care brands such as Pepsodent toothbrushes and Vaseline lip care products. <cmsannotation type="cmsannotation" annotationid="Funds usage" comment="subhead" text="Funds usage">Funds usage</cmsannotation> Beco recently raised $3 million in a series A round that saw participation from Rukum Capital, Priyavrata Mafatlal, Better Capital, Prashant Pittie, Titan Capital and others. It plans to use these funds for research and development and product innovation, to build visibility and marketing, and for driving customer acquisition. “In terms of growth for the business, I think the funds are being deployed to grow. And we feel that to grow, we need to innovate on products. And we also need to spend on customer acquisition and help tell the customer, share that story. If they relate, they can make that switch,” Ruia added. Beco, like any other company, is also facing challenges in hiring the right talent and from rising costs in the digital marketing space. “Overall, I think it's a very common challenge. I don't think we are in the FMCG space. So, you know, obviously, building a retail presence becomes a tad bit more challenging, but I think we're getting there,” he added. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/news/oldest-and-youngest-companies-of-india-as-per-hurun-2022-report-check-out-the-list/articleshow/95926624.cms">234-year-old company EID Parry is only a tad more valuable than year-old unicorn GlobalBees</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/india/news/bahamas-taiwan-malta-among-10-countries-offering-digital-nomad-visa/articleshow/95941533.cms">Bahamas, Taiwan, Malta &amp; more: Here are 10 countries offering digital nomad visa</a>

This Mumbai startup is making tearable laundry sheets, bamboo-based facial tissues and more to replace plastic

<ul><li>To buy clothes that are one of a kind, inexpensive and don’t harm the environment, young consumers are turning to <keyword id="1599035" type="General" weightage="20" keywordseo="thrift-stores" source="Orion">thrift stores</keyword> in India.</li><li>In the last few years, many small thrift stores have mushroomed on Instagram.</li><li>As of August 16, there were 8 million hashtags on thrift shops, 12.6 million hashtags on thrift and over 605k posts on thrift in India alone.</li><li>Business Insider India speaks to thrift store owners and regular shoppers to analyse its popularity in India and where the trend is expected to go from here.</li></ul>In an attempt to reduce fashion’s carbon footprint on Earth, young millennial and GenZ consumers are going out of their way to upcycle and resell their clothes online and increase their wardrobe’s shelf life. In the last few years, many small thrift stores have mushroomed on Instagram. As of August 16, there were 8 million hashtags on thrift shops, 12.6 million hashtags on thrift and over 653k posts around thrift in India alone. Sustainability is at the heart of this trend. Consumers look for pre-loved, long-lasting clothes that are one of a kind and inexpensive. The cherry on top is that these <keyword id="2146105" type="General" weightage="20" keywordseo="second-hand-clothes" source="Orion">second-hand clothes</keyword> don’t add to the mushrooming landfills, instead they find a new home and are loved by another consumer yet again. <div type="image" title="thrift (1)" msid="93621040" hostid="261" caption="&amp;lt;p&amp;gt;Rachel D&amp;#39;cruz&amp;lt;/p&amp;gt;"></div> According to market research firm Talkwalker, GenZ has mastered the art of upcycling and reselling clothes, thanks to online thrift stores and the ability to start their own shops. A thrift store is essentially a place that sells clothing that was once worn or used by someone else, and also includes shoes, accessories, books, etc. Another report by global thrift retailer <a href="https://www.thredup.com/resale/#size-and-impact">ThredUp</a> notes second-hand apparel is becoming a global phenomenon and is expected to grow 127% by 2026, with Asian countries witnessing a 3-fold growth. Globally, second-hand clothes already occupy 9% of the overall fashion closets and thrifting is expected to grow to 31%, with US, Europe, Asia and Africa leading the trend. This trend – which has also caught the attention of Bollywood stars such as Alia Bhatt, Genelia Deshmukh and Bhumi Pednekar – is reshaping the fashion industry. A movement against fast-fashion; building affordability Thrifting aims to challenge the growing prominence of fast-fashion, which encourages consumers to buy more frequently at low prices, a trend started by brands like H&amp;M and Zara. Fast-fashion is also fueled by <a href="https://www.thredup.com/resale/#whos-thrifting-and-why">social media</a>, which make consumers believe that they need to dress as per the latest styles. Thrifting, on the other hand, ensures that a piece of cloth is used to its fullest as it moves across different closets, before it finally ends up in a landfill – fully utilized. <div type="image" title="thrift" msid="93621049" hostid="261" caption="&amp;lt;p&amp;gt;Rachel D&amp;#39;cruz&amp;lt;/p&amp;gt;"></div> However, for Indian consumers, affordability is a big factor for shopping in thrift stores besides sustainability, Aparna Balasubramanium, founder of The Fine Finds, told Business Insider India. “I don't think people come to thrift stores essentially because it's sustainable. While sustainability is a factor too, I do think that affordability plays a role and in some cases, how unique the items are, plays a much more significant role,” said Balasubramanium. A recent report by Kantar India also highlighted how India is accepting a sustainable lifestyle but consumers want options that don’t burn a hole in their pockets. It said, “The cost-of-living crisis reminds us that green products need to be affordable for sustainability to become mainstream. Brands that offer sustainable options that are affordable will be favoured.” A point that is borne out by Delhi-based Esmita Mondal, a loyal shopper of thrifted clothes, who found it easier to buy second-hand clothes and share it with her two siblings. “The issue with buying clothes from outlets like Zara or fast fashion is that, first of all, the clothes are for a specific time period and when the trend is out, people don't like to wear it. Secondly, the cost is too much for that,” said Mondal. “So affordability is the first thing that was there in my mind and second, sustainability, which I learned later online,” said Mondal. <div type="image" title="Thrift stores model (1)" msid="93620832" hostid="261" caption="&amp;lt;p&amp;gt;Canva&amp;lt;/p&amp;gt;"></div> What’s good for the West, is good for us too When it comes to fashion, Indians look up to the Western world and follow in their footsteps, which has helped remove some of the stigma around second-hand clothes and boosted thrifting, believes Rachel D’cruz, an avid thrift shopper and recent owner of Let’s Thrift. “People now have an idea that there’s nothing wrong with buying <keyword id="1589757" type="General" weightage="20" keywordseo="used-clothes" source="Orion">used clothes</keyword>. I think their main concern was that clothes would be unhygienic and … that it's not good for their status. Now, because they know that the Western culture also believes in thrift stores, Indians know it's a trend and people are okay with it,” D’cruz said. In the US, the second-hand market is expected to <a href="https://www.thredup.com/resale/#size-and-impact">more than double</a> by 2026, reaching $82 million. A typical thrift store collects pre-loved clothes, curates them after fixing them for its future owners – which could mean fixing any defects, dry-cleaning and sanitizing them. Items are priced as per their brand value, condition, and vintage pieces are priced the highest. Stocking items that are inclusive in sizes, gender and prices are making thrift shops extremely attractive to the socially and environmentally conscious consumers. Future of <keyword id="14743462" type="General" weightage="20" keywordseo="thrifting-in-india" source="Orion">thrifting in India</keyword> The next wave of thrifting in India will be driven by brands and retailers. Alia Bhatt’s kids clothing start-up Ed-a-Mamma, is one of the early players in the segment that encourages parents to resell after using their clothes through its online platforms. It intends to explore thrifting in a big way in the near future. “I'm sure that the minute we open our own exclusive stores, we would also be promoting thrifting in a big way. I'm sure going forward, more and more people will start warming up to it and it will trickle down to all the major brands who believe in sustainability,” Iffat Jivan, head of business at Ed-a-Mamma told Business Insider India. Rebranding second-hand clothes as ‘pre-loved’ and ‘thrifted’ clothes could also help in removing the stigma around these clothes among Indians, and make them fashionable and desirable, industry players say. Aleena Shibu, founder and owner of Thrift India, believes that awareness is growing and consumers now come to shop for party looks too. “Recently, we have been getting a lot of requests from people who have special events and they prefer to get things from a thrift store as opposed to getting a brand new piece. So, people are more conscious than they were before but there definitely needs to be a lot more awareness regarding this,” said Shibu. Thrifting offers a unique solution to controlling clothing waste by making closets greener and circular. However, wider adoption of thrifted clothes will depend on making them affordable, and boosting awareness and marketability of these clothing.

GenZs, millennials are turning to thrift stores to upgrade their wardrobe while saving the environment

<ul><li>The lack of <keyword id="584178" type="PERSON" weightage="20" keywordseo="menstrual-hygiene">menstrual hygiene</keyword> has always been a challenge in India.</li><li>According to UNESCO and Whisper, 23 Million girls drop out of school due to lack of menstrual hygiene and awareness.</li><li>Ergo, P&amp;G’s Whisper is on a mission to raise awareness and educate girls on Menstrual Hygiene Management.</li><li>We catch up with Chetna Soni, Category Leader - Feminine Care, P&amp;G Indian sub-continent to understand the state of menstrual hygiene in India and how Whisper is working towards improving awareness among young girls in the country.</li><li>We also look at Whisper’s marketing campaigns over the years.</li></ul>For the longest time, the Indian society has treated menstruation as a taboo. The word ‘Period’ is usually uttered in hushed voices and years of social conditioning have built a culture of silence around what is a normal biological phenomenon. With young girls and women having limited access to menstrual education and basic sanitary care products, the concept of menstrual hygiene has also remained a challenge in India. And periods don’t stop for pandemics. In fact, lockdowns intensify the impact of household level taboos and stigmas on women -- making it more difficult to manage menstruation without shame and discomfort in confined spaces. In rural India, the unavailability of sanitary napkins coupled with unhygienic and crowded washrooms and toilets in their localities have worsened the situation for women. According to Menstrual Hygiene brand Whisper and UNESCO, the global pandemic has forced girls to abandon sanitary napkins for menstrual pads made of cloth, which has raised the spectre of a looming health hazard. Adding to the misery, the lack of menstrual hygiene education in India is also impacting 23 million girls dropping out of school. Throwing light on how the global pandemic has impacted menstruating people in rural India, Chetna Soni, Category Leader - Feminine Care, P&amp;G Indian sub-continent, said, “These unprecedented times have made it even more difficult to keep girls in school. The premature closure of schools due to the pandemic affected access to education, especially for girls from marginalized communities. This has made them even more vulnerable to dropping out of school completely. Many of these girls would receive pads for period management from school which stopped, leading to them using unhygienic period protection. According to UNESCO, 74 crore girls were disproportionately impacted during the COVID-19 pandemic and it may further affect their return to school. Now more than ever, it is important we ensure girls have access to period protection and education. And support them in every way we can to protect their future.” So, to help these young girls in rural India stay in school during the pandemic, Whisper launched ‘Mobileshaala,’ a free phone-based learning platform. It worked with supporters like Soha Ali Khan, Dutee Chand and Bhumi Pednekar to spread awareness. The brand also donated more than 32 lakh pads to essential workers, women in shelter homes, women from migrant families and communities in need across India, in partnership with various State Government bodies and relief organisations. <cmsannotation type="cmsannotation" annotationid="State of menstrual hygiene in India during a global pandemic" text="State of menstrual hygiene in India during a global pandemic">State of menstrual hygiene in India during a global pandemic</cmsannotation> The global pandemic has taken up all our medical attention and resources. On the other hand, period poverty is a decades-old, silent pandemic that is getting worse for menstruating people in our country. This is a direct consequence of social stigma, lack of awareness and poor access to menstrual products. Shedding more light on the current state of menstrual hygiene in India, Soni shared, “Even today, menstrual hygiene is not considered a priority in India. Out of a total of ~40 crore menstruating women in India, less than 20% use sanitary pads. In urban areas, this number only goes up to 52%. This indicates that nearly half of even urban-based women use unhygienic methods for period protection, making them vulnerable to health issues. In our conversations with various young girls, we discovered that many of them prioritize beauty products but are not ready to spend a fraction of the amount on an essential like sanitary pads. Adoption of sanitary napkins is less than 20% in the country whereas adoption of cosmetics like lipstick is significantly higher at 65%. In addition, there is still a social stigma associated with periods.” Whisper is on a mission to help India achieve 100% menstrual hygiene adoption. It is focusing on 3 A’s to build a better world for menstruating women, which are awareness, acceptance and access. As per Whisper and UNESCO’s studies, about 71% of adolescent girls in India remain unaware of menstruation until they get their first period, adversely affecting their confidence and self-esteem. Whisper aims to help all young girls arm themselves with enough information about menstruation. It launched #KeepGirlsInSchool movement with UNESCO. The partnership is aimed at developing an integrated puberty education module in school curricula and helping young girls in achieving their full potential. In addition to this, the brand Whisper has also taken a pledge to educate 3 crore girls in the next three years. Telling us more about the campaign's performance so far, Soni said, “The campaign truly sparked a national movement which was very encouraging. We will be impacting more than 90 Lakh girls and help keep them in school. Supported by UNESCO this year, we aim to integrate a period education module in the school curriculum in India - to ensure systematic changes ensuring girls are equipped to manage periods and don't miss out on school or their dreams. The movement has been able to drive awareness amongst 5.5 crore people in just one year. The support from key opinion leaders like Mr. Eric Fahlt and Dr. Huma Masood from UNESCO, Bhumi Pednekar, Soha Ali Khan, Dutee Chand amongst others has been testament to a movement we can collectively drive. We see this as a pivotal movement to attain 100% menstrual hygiene In India.” But there’s hope after all. 30 years ago, less than 1 crore women used hygienic sanitary protection during their period. Whisper has helped accelerate this number by 10X and it continues to grow. <cmsannotation type="cmsannotation" annotationid="Using the right marketing tools to empower women and girls" text="Using the right marketing tools to empower women and girls">Using the right marketing tools to empower women and girls</cmsannotation> Soni told us that the brand follows a simple principle for marketing. In every communication, it strives to be a force for female good. She shared with us a few key milestones that Whisper has crossed in its marketing journey so far. Recalling the first change-making campaign that Whisper worked on, Soni said, “Whisper was the first brand to show a sanitary napkin on television and mention the word ‘periods’ in advertising as well as demonstrate how the product works on National TV back in 1993. Pushing communication boundaries for societal good is at our core.” In 2014, Whisper bust the taboo around ‘touching the pickle’ during menstruation. <div type="Youtube" id="5s8SD83ILJY" title="Announcing the End of Period Taboos | #TouchThePickle" thumbUrl="https://i.ytimg.com/vi/5s8SD83ILJY/mqdefault.jpg"></div> “Whisper became the first brand in India in 2014 to take the topic of period taboos head-on in the globally renowned Whisper ‘Touch the Pickle’ campaign. The campaign went on to win several global awards including Grand Prix at the Cannes Lions and sparked a conversation in India that led to periods being front and center in the society. The campaign is also known as the trailblazer for bringing periods out of the closet in popular culture as the government, entertainment industry and social sector became part of the movement. We followed this up with award-winning revolutionary campaigns such as ‘Whispers Break Silence’ and ‘Meri Life Mere Rules’, characterized by local cultural insights and have led to organic consumer movements,” shared Soni. Under the same campaign, Whisper launched an advertisement urging chemists to not wrap sanitary napkins in a black plastic bag or newspaper. <div type="Youtube" id="SyZDsDthu0Y" title="My #TouchThePickle Moment" thumbUrl="https://i.ytimg.com/vi/SyZDsDthu0Y/mqdefault.jpg"></div> Its current campaign is the #KeepGirlsInSchool movement. <div type="Youtube" id="10b1vVe_SQ0" title="Whisper Keep Girls in School" thumbUrl="https://i.ytimg.com/vi/10b1vVe_SQ0/mqdefault.jpg"></div> While there has been a sea of change in normalising the conversation around periods, there is still so much more road to cover. Here’s hoping that more menstrual hygiene brands stop using blue liquid in their ads to represent period blood and help normalise it.

Adoption of sanitary napkins is less than 20% in India, whereas adoption of cosmetics like lipstick is significantly higher at 65%: Chetna Soni, P&G

<ul><li>Conceptualised by <keyword id="131262" type="PERSON" weightage="20" keywordseo="Leo-Burnett">Leo Burnett</keyword>, the film brings to light the startling fact that 1 in 5 girls are dropping out of school each year and we don’t even notice.</li><li>Bhumi Pednekar signed on to drive awareness on #KeepGirlsInSchool</li></ul>Whisper has released a stirring campaign to #KeepGirlsInSchool and prevent them from dropping out when they get their periods. As part of this campaign, Whisper launched its new film that aims to create awareness on how even today, girls across India drop out of school on hitting puberty. The film brings to light the startling fact that 1 in 5 girls are dropping out of school each year and we don’t even notice. To bridge this gap, Whisper® reinforces its pledge to double the impact of their existing menstrual hygiene education program by reaching 5 crore girls by 2022. The film, conceptualised by Leo Burnett, sheds light on how girls go missing from school during periods and nobody notices. The film portrays the daily life of schoolgirls, filled with fun and curiosity until they start disappearing one after another. It jolts the viewer with the reality of the grave situation that even today, many girls miss out on school just because they are unaware about managing their periods driving the importance of period education at the right time. The film leaves the viewers with a sense of responsibility to do their bit to make a difference. 
 <div type="Youtube" id="1W2PMVAvWhA" title="Keep Girls In School" thumbUrl="https://i.ytimg.com/vi/1W2PMVAvWhA/mqdefault.jpg"></div>



 <keyword id="7690466" type="UNKNOWN" weightage="20" keywordseo="Chetna-Soni">Chetna Soni</keyword>, Category Leader - Feminine Care, P&amp;G Indian sub-continent said, “Whisper has become synonymous with challenging societal barriers to menstrual hygiene in the country through its path-breaking campaigns and #KeepGirlsInSchool is the latest edition in the brand’s illustrious history. We pioneered breaking period taboos by using our voice in advertising and media through trail-blazing award-winning campaign #TouchThePickle and following it up with revolutionary campaigns like #SitImproper and #WhispersBreakSilence.” She further added, “In addition to being a leading voice on breaking period taboos; Whisper® has also made a significant impact on-ground. Over the past three decades, we have educated more than 2.5 crore girls in India on menstrual hygiene through our Period Education Program. We pledge to double this impact in the next two years and educate over 5 crore adolescent girls on menstrual hygiene by 2022. This is in line with our efforts to increase awareness and acceptance of healthy menstruation practices, and our vision to achieve 100% menstrual hygiene in India. When we started our journey in India three decades ago, the number of women using sanitary protection was less than 1 crore. Our efforts to create awareness and education have been critical to increasing this number to more than 7 crore women today.” To spread the message of #KeepGirlsInSchool, Whisper is joining forces with Bhumi Pednekar, actress and passionate advocate for menstrual hygiene awareness and access. “The cause of keeping girls in school hits home, and feels personal to me, especially with periods continuing to be a taboo topic. I was shocked to learn that lack of period education is leading to 1 in 5 girls dropping out of school each year. Whisper®’s initiative comes at a time when empowering the young women of India with the right knowledge and education is critical for our country’s growth. It is a rare opportunity where each of us can collectively make a difference in the lives of young girls. It truly is time to #KeepGirlsInSchool,” the actress said. Speaking about the campaign, <keyword id="2289556" type="PERSON" weightage="20" keywordseo="Rajdeepak-Das">Rajdeepak Das</keyword>, Managing Director – India &amp; Chief Creative Officer Leo Burnett South Asia said, “It is shocking to know that even today in India, 1 in 5 girls drop out of school because of period hygiene. We have been partnering with Whisper to not only tell this moving story, but with the #KeepGirlsinSchool initiative we want to jolt people with the reality of these numbers and encourage everyone to join us in our movement to towards achieving 100% menstrual hygiene in the country.”

Whisper urges to #KeepGirlsInSchool after they get their periods

<ul><li>65% of <keyword id="11964015" type="General" weightage="80" keywordseo="Gen-Zs" source="Orion">Gen Zs</keyword> agree that content that’s personally relevant to them is more important than the content that lots of other people talk about, states YouTube. </li><li>Fandom also emerged as a popular trend in 2022, with fans actively communicating and interacting online. </li><li>The year 2022 saw multiple digital creators transition from social media to the silver screen – Prajakta Koli (Jugjugg Jeeyo) and comedian Viraj Ghelani (Govinda Naam Mera) </li><li>As per talent management company Clout Talent and YouTube, harnessing the power of communities will be integral to a creator’s growth in 2023.</li></ul>From financial advice to sex education, content on every imaginable topic is available at one’s fingertips on different digital media. But amidst this wide variety of content, personal connection and the power of community were what mattered the most in 2022. These two themes defined content in 2022 and creators who churned out material along these themes won big. Here’s a look at the trends that dominated the creator economy in 2022, and how this space will shape up in 2023. <cmsannotation type="cmsannotation" annotationid="Personal relevance &amp; connect" comment="subhead2" text="Personal relevance &amp; connect">Personal relevance &amp; connect</cmsannotation> Opting out of the ‘watercooler discourse’, 65% of Gen Zs agree that content that’s personally relevant to them is more important than the content that lots of other people talk about, states video sharing platform YouTube in its C<a href="https://kstatic.googleusercontent.com/files/5d1153725e437152c5ae6b10651c5e9f4bbb117287b8904db3fe91389277698c21a861fa4dcb6ba04780745ea97ebefed4208d9048fbd2b97af79c7e51b28b2b">ulture and Trends Report 2022.</a> Venture capital firm Kalaari Capital echoed this sentiment in <a href="https://www.kalaari.com/wp-content/uploads/2022/01/Creator-Economy-Kalaari-Capital.pdf">its Creator Economy report</a>, stating that “consumption patterns of Indians have also evolved. They want to follow people they identify with, and consume products that showcase their individuality.” As Vinay Pillai, head of talent management company Clout Talent shared with Business Insider India, “People have shifted from vlogging, DIY (do-it-yourself) content to thought-through sketch-based, informative and easily-relatable content – anything that offers connection, whether it is light-hearted comedy content, informative content, well-being content, or content that is pleasing to the eye.” <cmsannotation type="cmsannotation" annotationid="Fan communities no longer on the sidelines of entertainment" comment="subhead2" text="Fan communities no longer on the sidelines of entertainment">Fan communities no longer on the sidelines of entertainment</cmsannotation> According to YouTube, online content consumption in 2022 was dominated by communities, and soothing or comfort content. Fandom also emerged as a popular trend in 2022, with fans actively communicating and interacting online - be it the BTS ‘army’ or ‘SRKians’. Pillai also added that there’s been a sharp rise in community-led content. “Whether it's the “orange juice gang” or Viraj Ghelani’s connection with the Gujju community, we saw people loving them as a group and as one of their own,” shared Pillai. According to YouTube, fan communities are no longer a side effect of entertainment. Rather, they’re central to the entertainment experience, with 61% of Gen Zs agreeing to describe themselves as a “really big or super fan of someone or something.” Pillai also added that the fan culture has reached new heights, with a creator’s success–on any platform–being defined by the level of their engagement with the audience. “Fandom takes a creator out of their box of just creating content, to something bigger. They can enable social change, launch businesses key to their audience and aim to succeed in their new ventures,” shared Pillai. A great example of using fandom to launch new ventures is digital creator Vishnu Kaushal’s clothing and merchandise brand, <a href="https://www.peachbyvishnu.com/">Peach by Vishnu</a>, which started in 2021 and sold out four of its collections in days. <cmsannotation type="cmsannotation" annotationid="Short-form content &amp; democratisation" comment="subhead2" text="Short-form content &amp; democratisation">Short-form content &amp; democratisation</cmsannotation> As far as content format is concerned, there has been a rise in short-form content. As per YouTube, 59% of Gen Zs use short-form video apps to discover things. “With Meta’s launch of Instagram reels and YouTube’s launch of shorts, people started consuming more audio-visual short-form content. We also saw a sharp rise in ‘bored at home people’ becoming content creators. With in-app built-in features, it was easier to make content, post, and engage,” added Pillai. Former RJ and digital creator Antil Yadav echoes this sentiment, sharing with Business Insider India that since the time he started creating content (in 2015) the two big shifts have been the democratisation of content, and the affinity towards short-form content. “The democratisation of content brought in by various short-format apps changed the notion that only big publishing houses can create content. Anyone with a good story to tell can find an audience these days,” said Yadav, who goes by the <a href="https://www.instagram.com/rjkhurki/?hl=en">Instagram handle rjkhurki</a>. <cmsannotation type="cmsannotation" annotationid="RJ Karishma, Viraj Ghelani &amp; Ankur Warikoo among creators who won 2022" comment="subhead2" text="RJ Karishma, Viraj Ghelani &amp; Ankur Warikoo among creators who won 2022">RJ Karishma, Viraj Ghelani &amp; Ankur Warikoo among creators who won 2022</cmsannotation> Despite intense competition and users’ diminishing attention span, certain creators have built a loyal content base, with their reach and followers growing by leaps and bounds. Clout Talent named digital creators Karishma (also an RJ at Red FM), Viraj Ghelani, Sakshi Shivdasani, and Macwin among their top creators for 2022. “This year we’ve witnessed the fastest-growing female comedy creator, RJ Karishma; She has grown by 333% in the last year, and her every 5th reel has more than 10M views and has an average of 5M views overall,” stated Clout Talent. <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> The year 2022 also saw multiple digital creators transition from social media to the silver screen. One of India’s first successful YouTubers, Prajakta Koli starred in Dharma Productions’ Jugjugg Jeeyo in 2022. Comedian Viraj Ghelani also played a supporting role in Dharma Productions’ Govinda Naam Mera, sharing screen space with actors like Vicky Kaushal and Bhumi Pednekar. Then there is digital creator, entrepreneur, author, and YouTuber <a href="https://www.businessinsider.in/thelife/personalities/news/i-am-glad-i-fd-up-so-much-in-life-that-it-is-content-now-says-ankur-warikoo/articleshow/96282722.cms">Ankur Warikoo</a>, who has achieved the unthinkable (at least in 2022) - convincing people to read again – with his novels, Do Epic Shit and Get Epic Shit Done. Most young professionals and students look up to Warikoo as a self-help guru, because he follows the golden mantra of creating successful online content - being authentic and relatable. “I had made so many mistakes with money, my career, my biases, my relationships and as a manager that I started sharing all of that in the form of content. When I spoke about the mistakes I made in my 20s, I realised that it resonated with people between the ages of 18-24. These people wanted someone to speak to them who had gone through similar experiences. One of the reasons my content blew up was because I am old and not putting out random stuff. This was actually my life,” shared Warikoo in an exclusive interview with Business Insider India. <div type="image" title="Ankur Warikoo" msid="97086417" hostid="261"></div> As Pillai puts it, “we’ve seen people from different genres like food, finance and gaming branch out and create content about the things they know best, empowering more people to learn, just by the click of a button!” <cmsannotation type="cmsannotation" annotationid="The future is hybrid" comment="subhead2" text="The future is hybrid">The future is hybrid</cmsannotation> According to YouTube, the future of online content is in <keyword id="16107510" type="General" weightage="20" keywordseo="hybrid-creators" source="Orion">hybrid creators</keyword> or multi-platform creativity, and actively developing communities. Clout Talent’s Pillai believes the most important thing needed to make it as a content creator in the current market is a creator’s ability “to not just create content consistently around what they love the most/their passion/their skills, etc but also the ability to engage and connect with their audiences. A consistent effort to build a loyal community helps a creator sustain in this industry.” Simply put, while different songs, activities, and even creators may go viral at one point or the other, the audience, at large, is looking for personal engagement. And creators are well aware of this. Yadav also shared that “for any community to grow, two-way communication is important. Engaging with your community shows that you care about their thoughts, opinions, suggestions, or compliments.” Apart from it, YouTube believes that trends not restricted to any one digital video format or medium will define the future of content, and hybrid creators and continuously remixed trends can be expected to become the new norm. “As both watching and creating videos become part of everyday life, trending concepts are spreading fluidly across different formats and content types. As a result, how two people experience a trend may now be entirely different. Producing and consuming remixable content — often as memes — is a major way that Gen Zs and millennials participate in pop culture,” stated YouTube. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/tech/news/samsung-says-new-galaxy-ultra-will-come-with-significant-camera-upgrades-ahead-of-the-galaxy-unpacked-event/articleshow/97081164.cms">Samsung says New Galaxy Ultra will come with significant camera upgrades ahead of the Galaxy Unpacked event</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/tech/news/apple-launches-macbook-pro-and-mac-mini-with-new-m2-chipsets-in-india-price-specs-and-features/articleshow/97080949.cms">Apple launches MacBook Pro and Mac mini with new M2 chipsets in India – price, specs and features</a>

You Searched For "bhumi pednekar brands" and got 10 results

Bhumi Pednekar launches beauty platform Boddess's first flagship store

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Sonam Kapoor plans to return to Bollywood with two films after signing up with YRF Talent

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M·A·C Cosmetics has appointed Bhumi Pednekar as its first Indian brand ambassador

BI India Partner

Being environmentally-friendly is at the core of our business values: Manish Chowdhary, WOW Skin Science

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Virat Kohli continues to be the most valuable celebrity with a brand value of $237.5 Million: Duff & Phelps Study

BI India Partner

This Mumbai startup is making tearable laundry sheets, bamboo-based facial tissues and more to replace plastic

Vaamanaa

Eetika

GenZs, millennials are turning to thrift stores to upgrade their wardrobe while saving the environment

Karuna

Debolina

Adoption of sanitary napkins is less than 20% in India, whereas adoption of cosmetics like lipstick is significantly higher at 65%: Chetna Soni, P&G

Karuna Sharma

Whisper urges to #KeepGirlsInSchool after they get their periods

BI India Partner

Soothing & personal content top draws for online audience in 2022 – Hybrid creators & communities to rule in 2023

Srishti Magan

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