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<ul><li>This is 1.5X the number of online food deliveries in India last year, and equivalent to the time required to walk around the globe 40,160 times respectively!</li><li>And no, it isn’t boomers! Females in the age group of 18-24 were glued to every minute of the episode and men in the age group of 25 to 34 binged on near-to-blows men fights and Arti’s captaincy struggles <keyword id="9778758" type="COMPANY" weightage="20" keywordseo="voot-exclusives">Voot Exclusives</keyword>. </li></ul>With eight digital sponsors, Bigg Boss’ latest season on Voot has clocked 1.5 billion views and 20+ billions minutes of watch-time, which is the highest so far the show has seen in years, as per Voot’s latest report. This is 1.5X the number of online food deliveries in India last year, and equivalent to the time required to walk around the globe 40,160 times respectively! 40 million viewers is 2.7X times the number of tickets sold on BookMyShow for popular films such as Avenger-End Game and Uri. <div type="image" title="voot watch time" msid="77609538" hostid="261"></div> And no, it isn’t boomers! Females in the age group of 18-24 were glued to every minute of the episode and men in the age group of 25 to 34 binged on the near-to-blows men fights and Arti’s captaincy struggles, according to Voot Exclusives. The report also reveals that Indians watched Bigg Boss more than Indian Idol, Kundali Bhagya, Kaun Banega Crorepati and Yeh Rishta Kya Kehlata Hai. <div type="image" title="bigg boss beats others shows" msid="77609554" hostid="261"></div> Giving us an insight into Bigg Boss' fandom, Gourav Rakshit, COO – Viacom18 Digital Ventures said, "Bigg Boss is more than just a show for its fans across India. It is a way of life. Bigg Boss’ fans are committed and dedicated and are also ambassadors of the show in some form or another, online as well as offline. The fans are a testimony to the success of Bigg Boss beyond TV. The playbook gives advertisers and brand owners an insight and deeper understanding into the behavior of these unique Bigg Boss fans on the digital platform which is extremely interesting and intriguing from a brand and advertising standpoint." Delhi, Maharashtra, Uttar Pradesh and Punjab were the top four states to watch Bigg Boss Season 13. 5 lakh minutes of Bigg Boss was streamed in Andaman and Nicobar islands and Lakshadweep. <div type="image" title="bigg boss top states" msid="77609568" hostid="261"></div> Voot has seen a 66% increase in viewership for its exclusives and audience watching full episodes. Not just the original episodes, Indians are also watching Unseen, Behind-the-scenes clips. ‘Hotness by the pool’ and ‘Shukla Ji Ka Giddha’ were the top most watched exclusive episodes on Voot. <div type="image" title="bigg boss cringe" msid="77609577" hostid="261"></div> Voot also saw its social media engagement hiking up. It witnessed 985+ campaign impressions, 11 million views on #AsliFan anthem and 16.8+ million views on #AsliFan stickers. It wasn’t just viewers, brands were interested in associating with Bigg Boss, too as it saw the highest number of sponsors. <div type="image" title="bigg boss sponsors" msid="77609588" hostid="261"></div>

Bigg Boss Season 13 records its highest viewership ever, indicating Indians still haven't gotten enough of the show

<ul><li>Big Boss has launched in its digital avatar on Voot.</li><li>Bigg Boss OTT roped in 8 leading brands as sponsors for the exclusive digital season. After <keyword id="6358977" type="UNKNOWN" weightage="20" keywordseo="swiggy">Swiggy</keyword> and <keyword id="6416838" type="PERSON" weightage="20" keywordseo="coindcx">CoinDCX</keyword> joined in as the ‘co-powered by’ sponsors, Viacom18’s Voot roped in Vimal Elaichi, <keyword id="9555198" type="UNKNOWN" weightage="20" keywordseo="MX-TakaTak">MX Takatak</keyword>, <keyword id="2875740" type="PERSON" weightage="20" keywordseo="Netmeds">Netmeds</keyword>, <keyword id="150626" type="COMPANY" weightage="20" keywordseo="HM">H&amp;M</keyword>, <keyword id="270570" type="COMPANY" weightage="20" keywordseo="Durex">Durex</keyword> and Lotus Herbal as sponsors.</li></ul>With screens turned from television to digital, Bigg Boss, in its digital avatar, unleashed a super storm of over-the-top celebration and entertainment with its opening episode. With its launch on Voot with 13 contestants, Bigg Boss OTT roped in 8 leading brands as sponsors for the exclusive digital season. The season premiere episode witnessed viewers tuning in from across India registering the highest numbers of subscriber tune-in for a Bigg Boss opening till date. After Swiggy and CoinDCX joined in as the ‘co-powered by’ sponsors, Viacom18’s Voot roped in Vimal Elaichi, MX Takatak, Netmeds, H&amp;M, Durex and Lotus Herbal as sponsors. Joining as Presenting Sponsor, Vimal Elaichi is recognized as a brand to champion pioneering ideas with a strong youth appeal. Vimal Elaichi will leverage Bigg Boss’ fandom to connect and interact with viewers through highly engaging IPs like Video Vichaar and Extraa Masala giving the brand widespread exposure throughout the reality series. While Video Vichaar will enable viewers to share thoughts and opinions around daily developments within the house, Extraa Masala is a successful content around content IP that traditionally attracts hordes of Asli Fans who can’t keep away from the Bigg Boss phenomena. MX Takatak is a recognized brand in the short video format domain and in capacity as Social Media Partner, MX Takatak will deepen synergies with the show and its audience. MX Takatak will foster and drive growth for the Bigg Boss OTT x Voot community on its platform. As Style Partner, internationally loved fashion brand, H&amp;M will spruce up with style quotient on the show. A host of distinctive partners will seamlessly integrate with the daily storyline thus becoming an essential aspect of the overall storytelling. Additionally, Netmeds joins as Pharmacy Partner, Durex as <keyword id="11846994" type="UNKNOWN" weightage="20" keywordseo="special-partner">Special Partner</keyword> and Lotus Herbal as Beauty Partner will drive engagement through tasks and activities that both contestants and viewers will actively be involved in. Elaborating on the sponsorships, Gourav Rakshit, Chief Operating Officer, <keyword id="2947361" type="PERSON" weightage="20" keywordseo="Viacom18-Digital-Ventures">Viacom18 Digital Ventures</keyword>, said, “Bigg Boss has grown to become a celebrated proposition for brands to connect and engage with viewers. Given the multi-touchpoint offering, the interest the show generates is unlike any other. The diverse brands that have come onboard as sponsors, some of whom have joined the Bigg Boss family for the first time in this exciting edition, is testimony to popularity of Bigg Boss and the wide appeal of the Voot platform. We are excited to be working closely with them to create an ‘Over The Top experience’ for their audiences as well.” Speaking on associating with India’s largest reality phenomena, spokesperson at Vimal Elaichi said, “We are delighted to come on board as the presenting partner of Bigg Boss OTT- a new, pioneering idea for an OTT platform in India. Vimal has always associated with shows and IPs that have a large mass audience connect; testimony to that are our brand ambassadors Ajay Devgn and Shahrukh Khan! An innovative property like Bigg Boss OTT which is watched and loved by millions, fits in seamlessly with the same vision. We are very confident that this partnership will enjoy tremendous success.” On its premiere association with Voot for Bigg Boss OTT, Janhavi Parikh, Business Head - MX TakaTak said, “With this exciting partnership, we bring reality television to short video as well! Bigg Boss OTT shows the real side of celebrities to its viewers while MX TakaTak offers a great platform and encourages users, creators, digital enthusiasts to showcase their real talent across different genres. The natural content synergies that both platforms drive make it a win-win for us and we believe this will make for a great content fit for our users.” With the entertainment phenomenon’s tremendous popularity and reach, the sponsorships aim to provide brands with an opportunity to engage and collaborate through various touchpoints throughout the digital season. With prominence through ad spots, task integrations, special zones and other interactive and innovative branding opportunities, Bigg Boss OTT is all set to further give impetus to the brands to enhance their visibility and influence consumers.

Voot onboards 8 sponsors for Bigg Boss OTT as it opens its digital-first exclusive season

The world is divided between two kinds of people, the ones who watch Bigg Boss and the ones who don’t. While some people watch it only for the way its host Salman Khan entertains the audience every weekend during the show’s run, there are some people who hate it for the ‘fake’ reality that is served to the public for three months. 
 
Like every year, this upcoming season of Bigg Boss has got a lot of guess work doing the rounds of internet. There are a lot of lists that suggest the names of various celebrities and the potential host if Salman doesn’t return to the stage. Some of these lists also have the names of several ‘controversial’ people that have been in the news last year for all the wrong reasons. 
 With names like Sukhvinder Kaur (aka self-proclaimed Godwoman Radhe Maa), Raghu Ram, <keyword id="14606" type="PERSON" weightage="100" keywordseo="Shiney-ahuja">Shiney Ahuja</keyword>, Rashami Desai - Nandish Sandhu and <keyword id="473849" type="UNKNOWN" weightage="100" keywordseo="Shweta-Basu-Prasad">Shweta Basu Prasad</keyword> (Read <a href="http://www.businessinsider.in/Why-This-Step-motherly-Treatment-To-Shweta-When-We-Can-Accept-A-Foreign-Pornstar-Wholeheartedly/articleshow/42181103.cms">Why This Step-motherly Treatment To Shweta When We Can Accept A Foreign Pornstar Wholeheartedly?</a>), the lists promise the disillusioned readers a season full of masala, just what is expected from the 9th continuous season of the most-watched show of India. True or not, one thing that these lists definitely do is to create the hype for the upcoming season, with the pilot episode being viewed on millions of television sets. 
 
However, there is someone who has taken to social media about his name being in the probable list. Rahul Yadav, the ex-CEO of real-estate portal Housing.com, posted a Facebook status about the same, seeking advice from his friends and followers about whether he should consider doing the show or not. He also said that having not watched television for over 13 years, he has no idea what Bigg Boss is.
<blockquote cite="https://www.facebook.com/rahulyadav/posts/10153336852683110">
	
		And the Big Boss talks are getting serious. WTF! Any advice?[I really don't know what this Big Boss really is. Not watched TV from 13 yrs]
	Posted by <a href="https://www.facebook.com/rahulyadav">Rahul Yadav</a> on&#xa0;<a href="https://www.facebook.com/rahulyadav/posts/10153336852683110">Saturday, 29 August 2015</a></blockquote>
 
We also need to wonder whether Sukhvinder Kaur would be able to go inside the Bigg Boss house. With a number of court cases against her, wouldn’t she be summoned to court within the three months that the show would run? 
 
Talking of Shiney Ahuja who is making a comeback to the silver screen six years after he was accused of rape by his housemaid, he too can be summoned to the court, given that his case has not been heard in the High Court yet. 
 
What remains to be seen is whether these lists are real or not, because if it is, the season is going to be really different from what the viewers have seen in the past. 
 
<a href="https://www.facebook.com/photo.php?fbid=10152994603903110&amp;set=a.425094148109.204417.529433109&amp;type=1&amp;theater">[Image Source]</a>

The Bigg Boss list is not confirmed yet! Rahul Yadav in two minds

Very soon it will be time for other channels to lose TRP and shows will seem less entertaining. Are you wondering why? Well, the big show of Indian television, <keyword id="26022" type="ENTERTAINMENT" weightage="100" keywordseo="bigg-boss">Bigg Boss</keyword>, is coming back for its 8th consecutive season. Unadulterated drama, passionate love stories and a lot more sizzlers await you on the small screen. But before the show hits the screen, here is a peek at celebrities who are expected to appear in the show as contestants. 
 
1. <keyword id="14606" type="PERSON" weightage="100" keywordseo="Shiney-ahuja">Shiney Ahuja</keyword> 
For Shiney Ahuja, there can be no better way to make a comeback. With a controversial past and the current state of joblessness, Bigg Boss can give a new lease of life to the star. 
 
2. <keyword id="1721650" type="UNKNOWN" weightage="100" keywordseo="Lulia-Vantur">Lulia Vantur</keyword> 
Are you wondering who she is? Lulia is the girl who hit the headlines when rumours were rife that she was dating none other than Salman Khan. It will be quite interesting to watch how she interacts with her ‘alleged’ beau (in case Sallu is there on the show). 
 
3. <keyword id="11647" type="PERSON" weightage="100" keywordseo="Alok-Nath">Alok Nath</keyword> 
After becoming an Internet sensation in no time with Babuji and Sanskaari jokes trending on Twitter, it was natural for Alok Nath to become a part of this drama. 
 
4. <keyword id="597184" type="PERSON" weightage="100" keywordseo="Poonam-Pandey">Poonam Pandey</keyword> 
With her track record of controversies, Poonam makes an ideal choice to be on the controversial reality show. But how would she survive without posting her hot pictures on social networking sites for 3 months? 
 
5. Hansika Motwani 
From a child actor to a leading lady in Southern cinema, Hansika has come a long way and is all set to make her reality TV debut. It will be fun to watch the hottie raising the heat and the channel’s TRP. 
 
6. Shaan 
Sweeter than the Bengali rasgulla, singer Shaan is also expected to be a part of the show. We just hope the soulful singer doesn’t lose his sweetness when he counters loads of roughness on the show. 
 
7. Rajneesh Duggal 
A model who gets romantically linked to a beauty on the show has been a Bigg Boss norm. Can the model-turned-actor Rajneesh Duggal fill in the gap and assure entertainment on the show? 
 
 
8. Deepika Singh 
It seems the television’s ideal bahu-turned-police inspector Sandhya (aka Deepika) has some serious fun and publicity on mind. Is that her way to get an entry to Bollywood? 
 
9. Bharti Singh 
Amid all the high-flying drama and non-stop tamasha, it will be quite a relief to watch Bharti tickling your funny bone. We just hope she doesn’t lose her sense of humour when plagued by controversies and a quirky atmosphere. 
 
10. Ameesha Patel 
This show has boosted the dwindling careers of many and may just help Ameesha Patel in that way. Ameesha was last seen in the movie Shortcut Romeo and needs to be in the forefront as she was in the days of Kaho Naa... Pyaar Hai. 
 
11. Shanti Dynamite 
Ranked as one of the 50 Sexiest Women of Asia by British newspaper Eastern Eye, Uganda-born Shanti runs her own production company in India that shoots adult music shows, AIDS awareness programmes and sex education material. She also claims to be the first Indian Playboy girl. 
 
12. Karan Tacker 
A popular TV star, who is currently wooing the judges on another popular dance reality show, Karan Tacker is yet another expected contestant. Will he be able to woo the ladies inside the house? 
 
13 &amp;14. Gurmeet Choudhary and Debina 
After watching Apurva and Shilpa creating some lovely moments on-screen, it’s time to welcome yet another star couple. And this time it is going to be Gurmeet and Debina. The two were last seen in Khatron Ke Khiladi. 
 
15. Sunil Grover 
Rumours are rife that star comedian Sunil Grover may also become a part of the much-talked-about reality show. If this happens, we are not likely to miss even a single episode.

Bigg Boss Season 8: Take A Sneak Peak At 15 Probable Contestants

Mumbai, Popular television and film actor <keyword id="243929" type="General" weightage="20" keywordseo="Sidharth-Shukla" source="Orion">Sidharth Shukla</keyword>, best known for his role in the long running TV show "Balika Vadhu", died on Thursday, an official at the Cooper Hospital here said. He was 40. Shukla suffered a massive <keyword id="6357661" type="General" weightage="20" keywordseo="heart-attack" source="Orion">heart attack</keyword> in the morning it is learnt. He is survived by his mother and two sisters. "He was brought dead to the hospital some time ago," the senior Cooper Hospital official told PTI. Shukla began his career in showbiz as a model and made his acting debut with a lead role in the television show "Babul Ka Aangann Chootey Na". He later appeared on shows such as "Jaane Pehchaane Se... Ye Ajnabbi", "Love U Zindagi" but became a household name with "Balika Vadhu". He also participated in reality shows, including "Jhalak Dikhhla Jaa 6", "Fear Factor: Khatron Ke Khiladi 7" and "Bigg Boss 13". In 2014, Shukla made his Bollywood debut with the Karan Johar-produced "Humpty Sharma Ki Dulhania" where he had a supporting role. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/corporates/news/zomato-is-shutting-down-its-singapore-and-uk-based-subsidiaries/articleshow/85858611.cms">Zomato is shutting down its Singapore and UK-based subsidiaries</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/tech/news/apple-september-launch-event-iphone-13-apple-watch-series-7-ipad-mini-in-the-list/articleshow/85857610.cms">Apple September launch event: iPhone 13, Apple Watch Series 7, iPad mini and everything else we know so far</a>

TV and film actor Sidharth Shukla passes away due to heart attack

<ul><li>Veteran star <keyword id="14505" type="General" weightage="80" keywordseo="zeenat-aman" source="Orion">Zeenat Aman</keyword> made her <keyword id="819905" type="General" weightage="80" keywordseo="instagram" source="Orion">Instagram</keyword> debut at 71 and amassed over 1.3 lakh followers in just a month. She will soon make her web series debut.</li><li><keyword id="1813" type="General" weightage="80" keywordseo="neena-gupta" source="Orion">Neena Gupta</keyword>’s appeal for work on Instagram heralded a change in the way the industry looked at veteran actresses.</li><li>OTT platforms have not only revived careers of veteran stars, it has also brought to centre stage actresses long-sidelined by mainstream media.</li></ul>Gauri Shinde’s English Vinglish that released in 2012, was considered a sleeper hit despite starring one of Indian cinema’s original female superstars, Sridevi. It took the industry by surprise because <keyword id="143" type="General" weightage="80" keywordseo="bollywood" source="Orion">Bollywood</keyword> rarely backs female-led movies and even when it does, these movies – especially those starring veterans, aren’t expected to become commercial potboilers. However, the advent of over-the-top (OTT) streaming platforms like Netflix, Amazon Prime, Disney plus Hotstar etc, and the rise of social media has changed the scenario. In some cases, actresses of a certain vintage have begun to take centre stage – with some even landing hits far more popular than the ones delivered by mainstream heroes. In February 2023, the 70s heart-throb Zeenat Aman, 71, made her debut on Instagram. Within a month, she has <a href="https://www.instagram.com/thezeenataman/">amassed </a>1.37 lakh followers and won over the audience with her articulate, unabashed and honest views — a far cry from the carefully-curated celebrity updates people are accustomed to. “The roles available to women are clearly not just ornamental anymore. What hasn’t changed though is the gender pay gap. In my time I was lauded as the highest paid female actor, but the disparity in the pay cheque between my male co-stars and myself was so vast it was laughable…it disappoints me that even today women in the film industry don’t have wage parity,” <a href="https://www.instagram.com/p/CpFl3XoA8Un/">remarked </a>Aman in one of her many posts on the platform. Aman, who’ll soon make her <a href="https://economictimes.indiatimes.com/magazines/panache/zeenat-aman-to-make-her-ott-debut-soon-already-has-two-web-series-in-her-kitty/articleshow/92560748.cms">web series debut</a> with <a href="https://www.hindustantimes.com/entertainment/web-series/zeenat-aman-to-make-ott-debut-with-the-series-showsttopper-101677773391183.html">Showsttopper</a>, co-starring Shweta Tiwari, Rohit Roy and others, also walked the ramp for Shahin Mannan’s fashion show at the Lakme Fashion week. She’s the latest in a long list of veteran actresses who’ve taken to new-age entertainment platforms and social media channels like fish to water, and have managed to shatter the long-held Bollywood concept of ‘limited shelf life’ for female actors. But, it’s certainly not a new phenomenon. <cmsannotation type="cmsannotation" annotationid="The Bollywood stars who went to reality shows" comment="subhead" text="The Bollywood stars who went to reality shows">The Bollywood stars who went to reality shows</cmsannotation> There’s always been a clear divide between a TV and movie star in India, with television often seen as a stepping stone to movies — but only for a few. Most stars who start with TV shows, however, continue to remain there. However, when some of the stars from the 90s and early 2000s first made their comeback, it was as judges of reality shows on TV or in some cases, as contestants. For instance, Shilpa Shetty famously participated in Big Brother —- the British version of Bigg Boss, which catapulted her back to stardom. A few even took to TV shows, like Sonali Bendre in Ajeeb Daastaan Hai Ye (2014). Although superstars like Madhuri Dixit have managed to reinvent their careers and regularly land exciting roles, that wasn’t the case for many other veteran actresses. Until actor Neena Gupta decided to ask for work on social media, heralding a change in the way Bollywood views older stars. In 2017, Neena Gupta, the star of indie cinema in the 1980s, openly asked for work — a move that left a majority of the population within the industry, and even outside of it, surprised. After all, this is an industry where actors out of work for years still spout the excuse, “looking for the right script.” “I live in Mumbai and working, am a good actor looking for good parts to play,” wrote Gupta on Instagram. The result of Gupta’s request – since 2017, she’s starred in over 10 different movies and web series, including blockbuster hits like Badhaai Ho and crowd favourites like Panchayat. Her Badhaai Ho co-star, the late Surekha Sikri also won her third National Film Award for the film. <cmsannotation type="cmsannotation" annotationid="The other comeback: Sidelined by mainstream media but stars on OTT" comment="subhead" text="The other comeback: Sidelined by mainstream media but stars on OTT">The other comeback: Sidelined by mainstream media but stars on OTT</cmsannotation> The advent of OTT streaming has not only shone the spotlight on veteran stars but has also given actors sidelined by mainstream media a chance to showcase their acting prowess. Like actor <keyword id="18676" type="General" weightage="80" keywordseo="shefali-shah" source="Orion">Shefali Shah</keyword>. Sidelined by mainstream cinema for years, 49-year-old Shah’s gritty performance in Netflix’s International Emmy-winner Delhi Crime was the perfect response to that mistreatment. Since then, she’s been on a roll, delivering hits across genres — romantic dramas like Netflix’s Once Again, thrillers like Prime Video’s Jalsa and Disney+Hostar’s Human or dark comedies, like Darlings (on Netflix). In fact, OTT brought back many millennials’ childhood divas, be it former Miss <keyword id="326110" type="General" weightage="50" keywordseo="universe-sushmita-sen" source="Orion">Universe Sushmita Sen</keyword> or the ‘tip tip’ girl, Raveena Tandon. And they didn’t return to play stereotypical mothers to actors who were as old or even younger than themselves — as Shefali Shah did for Akshay Kumar in the film Waqt: The Race Against Time. Shah is six years younger than Kumar. Rather they starred as protagonists in shows with gripping storylines that gave them a chance to flex their long-dormant acting muscles. The result — Sen’s mom-turned-mobster avatar in Aarya and Tandon’s small-town cop in Aranyak and the antagonist in KGF2. As Sen shared <a href="https://www.youtube.com/watch">in an interview </a>with film critic Anupama Chopra for Film Companion, “What I like about Bollywood now is suddenly, content is king. It’s incredible how liberal the language of cinema is becoming. It’s allowing people to explore all different aspects — writing, execution, direction, actors getting that opportunity to go beyond the boy-meets-girl phase. It’s wonderful.” Long story short, the stars have finally aligned for Bollywood’s veteran and long-sidelined powerful actresses. And it’s a well-deserved comeback indeed! SEE ALSO: <a href="https://www.businessinsider.in/tech/news/how-is-gpt-4-different-from-chatgpt-and-what-makes-it-unique/articleshow/98688465.cms">How is GPT-4 different from ChatGPT, and what makes it unique?</a> <a href="https://www.businessinsider.in/tech/news/googles-new-ai-features-for-docs-gmail-and-more-to-rival-microsofts-workspace-toolsheres-what-it-means/articleshow/98657324.cms">Google’s new AI features for Docs, Gmail, and more to rival Microsoft’s workspace tools—here’s what it means</a>

How stars like Neena Gupta, Zeenat Aman & Shefali Shah finally found their place in the sun via OTT

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<ul><li>While festivals will still be celebrated either virtually or in small groups this year, consumer sentiment has already shown early signs of improvement due to recently concluded Ganesh Chaturthi.</li><li>With a steady monsoon, plump harvest so far and IPL returning, <keyword id="34612" type="General" weightage="20" keywordseo="advertising-industry" source="Orion">advertising industry</keyword> is hopeful that the ongoing <keyword id="36208" type="General" weightage="20" keywordseo="festive-season" source="Orion">festive season</keyword> will bring in cheer and serve as a respite from the pandemic-associated slumber. It will help the ad world bounce back to normalcy.</li></ul>India is the land of festivals and every festival is celebrated with great pomp and joy in this country. While the recently concluded festival of Ganesh Chaturthi, which is otherwise known for its fanfare and grand celebration, was affected due to the pandemic, it has brought in early improvement in consumer sentiment. According to Axis My India report, 42% of families said they will shop more or the same as compared to last year. This gives an indication that there is a sense of cautious optimism and the pent-up demand or degree of revenge shopping that happened last year might not be the same this year. This expected increase in spends is higher among private and government service employees. The spends increase on essentials like personal &amp; household care is at 47%, an increase of 4 percentage point over last month. Consumers are spending a little extra money to spruce their homes now to welcome Maa Durga and then prepare for India’s biggest festival, Diwali. Ergo, brands are pinning a lot of hopes on the festive season this year to help them bounce back. They have started working on their advertising campaigns in full swing to win back consumer trust and help shape the market sentiment. The progress of the advertising industry has always been in tandem with consumer sentiment and about 40-45% of the annual ad spends in India happen between Raksha Bandhan and New Year. In many ways, advertising is a lag and lead indicator for our country -- if the country's GDP is growing at 8%, advertising grows at 12%. If GDP falls, ad revenue falls even lower. In 2020, when ad revenue had reached as low as -60% in April, a lot of hopes are banking on the festive season this year for industry’s overall revival. Mohit Joshi, CEO, Havas Media Group India said, “With the increase in the vaccination numbers and positive market sentiments, the festive period is poised for a stronger, and better recovery from 2020. It is estimated that the festive season will generate advertising upwards of INR 7000 Crore, which is approximately 12-15% higher than last year’s festive season and is expected to provide big support to the growing economy.” This Indian festive season is coupled with IPL, which is a gigantic festival in itself that drives advertising industry’s revenue and holds the power to alter market sentiment. Joshi said that the return of IPL 2021 and a slew of high-impact properties like the ICC T20 World Cup coupled with reality shows like the KBC 13, Bigg Boss 15, Dance+6, and several mega OTT releases will make it a festive bonanza for all stakeholders. Hari Krishnan, CEO, Mullen Lintas is also optimistic about seeing a better recovery than 2020. He said, “Last year, it was cautious optimism. This time around, there seems to be a lot more confidence post-vaccination and the optimism appears to be a lot more reassured. That apart, there are two big cricketing events and that’s definitely going to bring a lot of eyeballs back to television. It’s a great reach platform and something that brands would be eager to be a part of. There’s every chance that this festive season could see a lot of pent-up shopping happening which different categories could benefit from.” Experts said that digital will lead the game as advertisers have been shifting their monies from traditional to virtual platforms. Sahil Shah, Managing Partner, WATConsult said, “I reckon it will be a 60-70% jump in certain categories who will go even more aggressive. And compared to pre-covid levels, overall spends should be 15-20% higher. I think digital invariably will see the maximum percentage-wise growth followed by TV and then other mediums. From a marketing point of view, data-led communication will gain more importance and so will eCommerce investments. Also, marketers are experimenting with newer ways of reaching the consumer through innovative content and experiences which is an area that the overall <keyword id="618493" type="General" weightage="20" keywordseo="digital-marketing" source="Orion">digital marketing</keyword> industry will surely move towards.” <cmsannotation type="cmsannotation" annotationid="Digital media to take lead, followed by TV and print" text="Digital media to take lead, followed by TV and print">Digital media to take lead, followed by TV and print</cmsannotation> Rishabh Mahendru, AVP, Client Servicing, AdLift is expecting to see ad revenue grow by 10%-15% this year. While digital is likely to get the bigger chunk of the pie, he said that Facebook (Instagram), OTT and YouTube will be in lead within that sector. He also said if there’s another lockdown, e-commerce will still continue to flourish. “Time was more uncertain last year, still the e-commerce industry saw a growth of more than 50% festive orders. This year, we should see same or better results,” said Mahendru. On the other hand, Unmisha Bhatt, Chief Strategy Officer &amp; Director, India and MENA Region at Tonic Worldwide said that brands will explore LinkedIn this year. She said, “Innovative campaigns will be seen by brands on LinkedIn considering the rise in engagement by professionals on LinkedIn. High Reach/Awareness platforms like TV and Outdoor will remain a part of the integrated pie and will see the same demand as earlier. However, the platform which will see the most growth over the previous years is digital since its gained relevance.” Sharing a few other trends which we could see in digital marketing, Bhatt added, “Video commerce and live stream shopping is one of the new trends that we will see coming up soon. And remember teleshopping? We will soon see the rise of that on digital too! Seamless user journey and functionalities will emulate the retail environment to ensure consumers don’t miss the retail experiences. This means, technology-based experiential marketing with AR/VR and Mixed reality to ensure consumer recall, as well as engagement, will see a rise too along with experience commerce which enables sales. Conversation commerce will also pick up in the form of chatbots as it leads to faster responses for the impatient consumer.” Digital adoption accelerated by the pandemic has drastically changed the way audiences consume media. This has also paved the way for content creators, bringing them into the spotlight. Prachi Bali, National Head Client Partnerships &amp; Business Head (North), FoxyMoron (Zoo Media) said, “Besides the usual engagement platforms of FB, IG &amp; YT, regional and nano influencers are seeing a great deal of interest. Also, regional and smaller content/publishing platforms are finding their way into media plans. Brands want to build a stronger consumer connect by making the content work harder, multiplied by language and platform, rather than making stand-alone traditional pieces of content. Consumer-facing technologies that drive engagement such as filters, interactive ads, shoppable videos are the trends we will see brands adopt as they all encourage social commerce. ” While brands and advertisers are extra cautious this year to commit big monies on media after 2020 and will be looking at ROI from their media investments, they still want to make hay while the sun shines. Prasad Shejale, Founder and CEO, Logicserve Digital said, “Advertisers will tend to focus on all the possible mediums and attract more and more audiences. I am positive that they will scale up equally across different mediums now and hence, all the mediums are sure to grow. With such a focus, I foresee even the bottom-funnel channels to grow. Looking at consumer behaviour and preferences over the past few months or years, I feel video channel will witness a huge growth as there is a dire need to break the clutter nowadays. When I say video, it will be video in every way whether it is video on demand or on social media or OTT. Having said that, while we know that the advertisers will try to make the most out of the festive season and explore different formats or platforms, a lot of them are also focusing on the right measurement infrastructure that helps them understand the impact properly and also provides useful insights to plan for future activities.” <cmsannotation type="cmsannotation" annotationid="Auto industry, e-commerce and travel to be the big spenders" text="Auto industry, e-commerce and travel to be the big spenders">Auto industry, e-commerce and travel to be the big spenders</cmsannotation> As per the data from Gipsi, (Tonic’s AI and HI research arm), search queries have risen by 3x across categories like online shopping, travel, automobile (specifically SUV’s segment), fashion, and gadgets over 2019. Experts also opined that auto will see a boom because consumers are now avoiding public transport. Other categories that popped up in our discussion were EduTech, E-commerce, OTT and travel. “People have begun travelling, offices are slowly opening up. Traffic is back on the roads and the restaurants are filling up slowly. This year, fashion &amp; accessories, FMCG, Durables, EdTech, FinTech and most of the new e-commerce/online brands should be active. We could see some action from auto sector as well,” said Krishnan. Joshi also shared his optimism about spends from the auto and e-commerce industry. He said, “Automobile, gaming, education, beverages, FMCG, cement, tyres &amp; consumer durables are some of the categories that will re-activate their marketing plans in H2. Given the advertising clutter during the festive period, brands will need to drive awareness and stay top-of-mind throughout the consumer’s purchase and consumption journey.” Apart from these obvious ones, Shejale highlighted that the travel industry, which suffered the most during 2020, has finally started picking up. He said, “Firstly, I am sure travel will revive and has already started picking up. As the travel industry flourishes, the hotel and hospitality will grow too. Apart from these, retail (online as well as offline) will also recuperate and continue to grow.” Trends so far have only indicated that consumer sentiment is improving, which is more likely to continue growing during the ongoing festive season.

Experts are hoping to see the advertising industry generate around Rs 7000 crore, 12-15% higher than last year’s festive season

<ul><li>While the <keyword id="1754604" type="PERSON" weightage="20" keywordseo="coronavirus">Coronavirus</keyword> outbreak has led to productions of films and daily soaps being stopped across the country, TV viewership is going up due to people staying at home.</li><li>However, the GECs re now faced with the challenge of coming up with fresh content for its viewers.</li><li>In such a scenario, how are these channels planning to tackle the situation?</li></ul>It’s been close to 2 weeks since India’s film and television bodies decided to suspend shootings from to avoid the spread of the novel Coronavirus. The Indian Film &amp; Television Directors' Association (IFTDA), Producers Guild of India and Federation of Western Indian Cine Employees (FWICE) had decided on March 17 to put production and shooting on hold till March 31. As the PM announced his 21-day complete lockdown, production will not start before April 14. The biggest impact of this will be on GEC channels that usually work with a content bank of about two weeks. However, with the lockdown, these channels will soon run out of fresh content to air. Considering most people are stuck at home, OTT and TV viewership saw a spike, according to Broadcast Audience Research Council (BARC) India data. The total TV consumption saw a spike of 8% across India in the week ended March 20 (<keyword id="8763838" type="UNKNOWN" weightage="20" keywordseo="covid-19">Covid-19</keyword> Week 1), while the total time spent per user on smartphones went increased by 6.2% to 25 hours a week. Moreover, the consumption growth in the Hindi speaking markets (HSM) was at around 10% in comparison to the South region that grew by 5%. The HSM region saw an increase in terms of both reach and time spent. While this opens up possibilities for advertisers to catch more eyeballs, GECs are now faced with the problem of running out of content. In such a scenario, what is the strategy they are employing to ensure that they do not lose their audience who can only stay engaged if they are offered something new to watch? Ensuring all-round entertainment for consumers While production has come to a complete halt, all the channels believe that the show mustn’t stop and are strategizing at how to make the best use of the content at their disposal currently. Speaking about how it is working around the current situation, <keyword id="3387826" type="PERSON" weightage="20" keywordseo="Prathyusha-Agarwal">Prathyusha Agarwal</keyword>, Chief Consumer Officer, <keyword id="174248" type="DOMAIN" weightage="20" keywordseo="Zee-Entertainment-Enterprises-Ltd">Zee Entertainment Enterprises Ltd</keyword> said, “Taking into consideration the explosion in TV consumption and the changing composition of audiences, there is a need to customize programming for this emerging trend. At ZEE, we have geared up to serve these emerging trends with content for everyone in the family. For instance, starting March 25, Zee TV introduced an exclusive band ‘PyaarVyaar Originals’ with three new finite series including Sakshi Tanwar and Ram Kapoor starrer ‘Karle Tu Bhi Mohabbat’, Sharman Joshi Starrer ‘Baarish’ and Ronit Roy Starrer ‘Kehne Ko Humsafar Hain’ for the first time on television between 9 pm and 11 pm every week night. Longer binge-worthy episodes of our popular fiction shows have also been lined up across most channels to provide an immersive experience to our viewers who are staying much longer in front of the television. &amp;tv has also lined up curated specials of their comedy hits along with inspirational and devotional content to bring in positivity into our viewers’ living rooms.” For <keyword id="1570722" type="PERSON" weightage="20" keywordseo="Manisha-Sharma">Manisha Sharma</keyword>, Chief Content Officer, Hindi Mass Entertainment, <keyword id="187712" type="COMPANY" weightage="20" keywordseo="Viacom18">Viacom18</keyword>, the need of the hour is for the channels to take care of every family’s all-round entertainment needs. Speaking about what their roadmap in terms of content is, Sharma said, “At a time like this, we want to give our viewers the best of the content mix which will keep them smiling and comforted and hopefully let this time go by smiling and watching with their families in the confines of their homes. We have an eclectic mix of current and popular erstwhile shows that will take care of all their entertainment needs ranging from comedy, drama, slice of life, and reality shows. We have dedicated blocks for comedy, drama, and romance to give the viewers the best of the best content. A healthy dose of comedy between 5-6 pm with reruns of Belan Wali Bahu, popular show Dil Se Dil Tak starring Sidharth Shukla and Rashami Desai will be back at 6pm. We will continue to air fresh episodes of Vidya, Choti Sarrdaarni, Shakti…Astitva Ke Ehsaas Kii, Barrister Babu, Shubharambh and Naati Pinky Ki Lambi Love Story at their respective timeslots.” Riding on the nostalgia wave Doordarshan played a masterstroke with the announcement of the re-launch of yesteryear classics including Ramayan, Mahabharat and Byomkesh Bakshi. A lot of people have been talking on various social media platforms about what are the shows they would want channels to bring back. And a lot of the channels are listening to what the audience wants. Zee is bringing back some of its old, popular shows from its library across its channels, like ‘Kasamh Se’ on Zee TV and ‘Sambhaji’ on Zee Marathi and ‘Goyenda Ginni’ on Zee Bangla amongst others. Similarly, Viacom18 will be bringing back its show Dil Se Dil Tak and Bigg Boss 13. Speaking about what viewers can expect from its stable, <keyword id="8986388" type="UNKNOWN" weightage="20" keywordseo="arpit-machhar">Arpit Machhar</keyword>, Head of Marketing, <keyword id="8986387" type="UNKNOWN" weightage="20" keywordseo="enterr10-television-network">Enterr10 Television Network</keyword> (<keyword id="7514645" type="UNKNOWN" weightage="20" keywordseo="Dangal-TV">Dangal TV</keyword>) said, “We go through a lot of historical data before acquiring the license of any show. Dangal TV ratings, undoubtedly, have also been helpful in successfully monetising already aired shows. In the past, shows like Bandini, Chandragupt Maurya, Bhagwaan Shree Krishna have done exceptionally well. Ramayana, too has a very strong connect with viewers across India beyond the Hindi speaking markets. Mythological and historical shows along with some well-produced thrillers and family dramas make it an interesting package for viewers. We are in tune with this, considering Dangal TV too has been airing Ramayana as well as similar mythological shows like Devi Adi Parashakti, Mahima Shani Dev Ki for a while now. Devi Adi Parashakti and Mahima Shani Dev Ki are among the top 2 shows across Hindi GEC, HSM(U+R) as per latest data by BARC India for Week 11. We are aware that such content always has an audience and therefore we will continue to keep our viewers engaged with such shows.” Covid-19’s business impact While many sectors like events and out-of-home have been badly hit due to the lockdown, broadcasters are hopeful that they will be impacted less. Considering viewership is on the rise too, it presents an opportunity for both broadcasters and advertisers to make something out of an adverse situation. Dangal TV has seen a spike in its viewership, like most other GECs and is not focusing on new ideas. “Despite the COVID-19 challenge, Dangal TV is experiencing a spike in the average time spent.We are witnessing the early signs of a consumption uptick with an increase in the viewership. At Enterr10 Television Network, we are strongly connected and engaged with our viewers. Our numbers have been ahead of us. We are readily willing at focusing on exploring new ideas, IPs, etc. We haven’t stepped back in terms of exploring what more is possible, even during this period. Even in this unprecedented situation, we will continue to invest in good library, innovative programming and in distribution that will further aid in consolidating our position in both rural and urban markets. While there is huge competition amongst TV channels, our first priority is to consolidate, maintain and further strengthen our leadership position on television.” Pointing towards the fact that a lot of advertising on TV comes from FMCG that have been relatively less impacted, Sharma shared her optimism about the future. “The lockdown has hit the manufacturing, supply chain and consumption of all brands and that will invariably have an effect on ad spends. However, TV and digital will have a marginal impact as compared to other mediums like print, outdoors and radio as TV viewership is expected to see an upswing due to the forced lockdown. Secondly, a large amount of advertising revenue for a GEC comes from FMCG brands that are relatively less impacted in the current situation. Also, since it is an industry phenomenon, all GEC channels will witness a drop in ad spends,” explained Sharma. Added Agarwal, “Over the next 3 weeks, we expect content consumption on TV to go up as people look to keep themselves entertained. Given the temporary nature of the lockdown, it would be imprudent to quote any implication as of now, but we are sure that TV has become an essential service providing the much needed companionship to families in the current times.”

With limited fresh content at their disposal, here's how GECs are tackling the lockdown

<ul><li>Advertising and Media Insider introduces you to its latest property, The Influencer Adda, where we speak to social media stars who have made it big -- about their journey.</li><li>In our first episode, digital influencer <keyword id="8944292" type="PERSON" weightage="20" keywordseo="saloni-gaur">Saloni Gaur</keyword> gets candid about her experience of working on her first TVC and Web Series with Sony LIV, making Indian middle-class parents understand the power of social media, her all-time favourite jingle and much more! </li></ul>Saloni Gaur aka Nazma Aapi aka Kangana Runout is a contemporary Indian comedian and mimicry artist, who has become an internet sensation, thanks to the relatable content she puts up. She has created 11 different characters who offer a fearless point-of-view on social and political issues even in volatile climes. Part of an industry that is highly misogynistic and sexist, she is changing the landscape, one funny video at a time. Saloni recently landed a show with Sony Liv, touched 535k followers on Instagram and worked on her first TVC with Paytm. In the past, she has worked with brands like Amazon Prime, Doritos India, MX Player, upGrad, to name a few. In an exclusive interview with Advertising and Media Insider, digital influencer Saloni Gaur got candid about her experience of working on her first TVC and Web Series with Sony LIV, making Indian middle-class parents understand the power of social media, the boycott culture, her all-time favourite jingle and much more! <div type="Video" msid="79450578" hostid="261" title="Here's the story behind social media star Saloni Gaur's journey" dataSource="BUSINESSINSIDER" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=79450578"></div> On her way from aiming to become a banker to becoming a social media influencer Saloni discovered the world of social media because she was bored and had a tough time making new friends in her college. “This was the first time I moved away from my parents and it was tough for me to make new friends in college and I was getting really bored. I got my first smartphone and learnt about all these social media apps. I had no clue that Instagram has videos as well and I thought why was I wasting my jokes on my friends, now I can make a video to make others laugh. We had one TV in our hostel and kids would watch Bigg Boss there, so I thought I should start something of my own, for myself,” recounts Gaur. In 2018, Saloni mustered courage to make her account public and around this time last year, one of her videos went viral and she tasted the sweet fruit of social media fame. And with it, Saloni realised that this is what she always wanted to do because 'her passion started paying her'. However, she did not really have a plan. She did what her instincts told her to and followed her passion. She would make content around everything from her personal experience while taking a metro and speaking to neighborhood aunties to commenting on the status quo. Nazma Aapi was her first character that had a proper background. She gave her an identity, thought of what her husband and kids would be like, and where does she live. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> Even Saloni’s first viral did not have a script -- she just poured her heart into the video. She was in a poor network area and couldn’t even add a caption. It was on a holiday trip with her family in Benaras that she got a call from her friend, “We have started getting your videos on WhatsApp.” “It is around this time that Delhi faces pollution issues. I was in my hostel, I opened my door and saw nothing -- it was all hazy. I thought a lot of people who have breathing issues like me, would relate to my video. I didn’t even clean my front camera, which worked to my benefit and it felt like I was in a polluted area. I also received my video on hostel WhatsApp group. So when you start receiving your own videos on WhatsApp, that’s when you realise that you have gone viral,” recalls Saloni. That was also the first video she had uploaded on Twitter. Before that, she wasn’t very regular with her Tweets. Some famous person posted her video asking about her, which served as another indication that she had arrived. Saloni uploaded videos on social media to escape from her mundane college life. She wanted to be a banker who does stand-up comedy on the weekends. After the lockdown, as she had more time to spare, she started posting videos more frequently. Saloni’s mother, like many other middle-class Indian women, wanted to at least see one of her kids become a banker. After Saloni’s first video went viral, she became her biggest cheerleader. She downloaded Instagram and Facebook to track her videos and read the comments to understand the pulse of the market. “My mother calls me to tell me that this person called you fat on social media today,” laughs Saloni as she speaks fondly of her mother. Recently, Saloni added another feather to her cap by starring in her own web series with Sony Liv. She was in college when she got an email from Sony Liv and she assumed it was just for a shout out deal. “We were on a Zoom call with Sony Liv’s team and my internet connection was so bad that I couldn’t see or hear them. After the call, I asked my brother, what were they talking about? He told me that they are offering you your own show. This year has been full of surprises, I haven’t planned anything about my future yet, ” tells Saloni. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> This year has also taught Saloni to appreciate little things in life and gave her a privilege check. “I saw our migrants walking back miles to their homes and I realised that I was cribbing too much about my problems. I wasn’t demanding, but I complained a lot. This lockdown made me realise that what I have right now is more than enough.” Saloni works for brands that she truly resonates with and enters into a partnership only if she would use the brand herself. On whether budding content creators should be picky about their brand deals, she said, “Every creator has his/her preferences. A lot of people said no to endorsing Fair &amp; Lovely, which is now ‘Glow &amp; Lovely’ but there are celebrities who are okay with associating with that brand. But if you want to create a good image, you want to survive in the long-run and you really care for people, you will have to be wary about choosing the right brand and making sure you endorse what you relate with. I was careful about this. I only work with brands who align with my values.” Saloni has maintained a fresh, neutral voice on her social media. She offers an honest opinion on the status quo, whether it be the controversial Citizenship Amendment Act to U.S. Politics, she is fearless. A few of the brands who have reached out to Saloni in the past, have told her to stay away from politics. And Saloni doesn’t blame them. “I do what I like for my content pipeline, so it is not a problem for me if they deny to comment on a political issue. Twitterati is quick to jump on a boycott trend today and I think it is right that they stay away. It is not like they stay away from creators who have a political opinion, but they just give a guideline to follow so that they don’t become a part of the boycott trend. All of the brands I have associated with have been very open to experiment with news ideas as well,” says Saloni. Talking about the state of advertisements today and the brandverse, Saloni said, “Brands shouldn’t take their consumer for a fool. They should change that attitude. For example, take Fair &amp; Lovely again, they thought it would be okay to change the name. Maybe brands need to replace their CEOs because they are not really in the right frame of mind because they think consumers wouldn’t notice if you change the brand name.” It took Saloni Gaur three years to become a star on social media. She was patient, confident and trusted her instincts to reach where she is and never worried about how she looked or where she was. She has learnt how to be happy with little achievements and not worry too much about setbacks. So, her advice to budding content creators is to stay real. She says, “A lot of the creators worry about production quality from the beginning. I think they should just be patient and not compromise on their content quality. I had a weird phone but all I ever worried about before uploading videos was whether it would make people laugh. If I am creating a one-minute video, every line should be a joke. If people are laughing, it doesn’t matter which phone you have used to shoot your video or what you are wearing. Don’t plan too much, just go with the flow and be patient. Do it for fun!”

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