<ul><li><keyword id="11282365" type="UNKNOWN" weightage="20" keywordseo="shuchi-sethi">Shuchi Sethi</keyword>, India Lead - <keyword id="11282366" type="UNKNOWN" weightage="20" keywordseo="anytag">AnyTag</keyword>, <keyword id="2734866" type="PERSON" weightage="20" keywordseo="Pokkt">POKKT</keyword> writes how <keyword id="2540701" type="PERSON" weightage="20" keywordseo="Influencer-marketing">influencer marketing</keyword> is becoming omnipresent today. </li><li>She shares how one can leverage influencer marketing beyond <keyword id="1746818" type="PERSON" weightage="20" keywordseo="Content-Creation">content creation</keyword> by including <keyword id="1112328" type="PERSON" weightage="20" keywordseo="Influencers">influencers</keyword> in product development and marketing ideation. </li></ul>These days influencer marketing is omnipresent. Whether you log in to Instagram or YouTube, you would find tons of examples of brands using influencers to tap into a new audience. From big brand launches to small niche brand awareness campaigns, influencer marketing has a big role to play. <br /><br />Although influencer marketing is not a new phenomenon, it is evolving more quickly than any other forms of marketing. Smart brands and agencies are aware that the trick to partner with an influencer effectively is not solely dependent on their number of followers. Still, the key is to leverage the organic influence of the key opinion leaders to create strong engagement between their followers and your brand. <br /><br /><cmsannotation type="cmsannotation" annotationid="Best advice amid the pandemic" text="Best advice amid the pandemic"><span data-til="noop">Best advice amid the pandemic</span></cmsannotation><br /><br />In the current times, when people are working from home, maintaining social distancing, and trying to minimise their outdoor visits, influencer marketing can come in handy for businesses to engage with their audience and influence them to purchase their products and services.<br /><br />Since physical shopping has taken a severe hit, people are more prone to buying products online or through social media. Consumers would be more interested than ever to listen to influencers and try out their suggested/promoted products. Influencers can bring more authenticity and creativity to these programs and can also provide insights into what they believe will resonate more with your target audience. <br /><br /><cmsannotation type="cmsannotation" annotationid="Ways to leverage influencer marketing beyond content creation" text="Ways to leverage influencer marketing beyond content creation"><span data-til="noop">Ways to leverage influencer marketing beyond content creation</span></cmsannotation> <br /><br /><strong>Including Influencers in product development and marketing ideation</strong><br /><br />Influencers can get involved in product development to create original products that will appeal to your brand’s customers and the influencer’s followers. You should focus on genuine, zealous content creators with small but loyal followings. These are regular people who closely engage with their audience and produce relevant content to their line of interest. Such people are called “micro-influencers” who enjoy a decent following on social media. Micro-influencers are true to their audience and hence authenticity becomes better. <br /><br />Such influencers are well-aware of your industry’s products and trends, thus providing relevant insights into what your target consumers seek and would be willing to pay for. There is a lot you can learn from these influencers. Their insights can be used to broaden your marketing initiatives and make them more effective. <br /><br />Daniel Wellington is a watch brand that does not do traditional advertising and is often featured by fashion and style bloggers. In order to reach out to a wider audience, the brand has identified influencers of different styles and niches. <br /><br /><img src="https://lh6.googleusercontent.com/49auzhrqHJJDKi9iSnsehykEEcJhDUr6w2-luP4l6vgy0Wbqa2sHcbygHtvnMOQAYxRwEbj50UxRnFZSGdp8BTinjSRfaHg7JVL_Z-ldISFjHzJSthPAZpEiN180qGVq96QN82A" /><br />Source - <a href="https://www.instagram.com/joyful_jax/"><em>@joyful_jax</em></a><br /><br />Coca-Cola benefits from long-term relationships with micro-influencers such as Miette Dierckx, a travel and food micro-influencer with more than 35000 followers. She has been creating content for their heritage soda brand for several years now. She regularly posts photos of herself with a coke in hand. Long term influencer relationships are a great way to build reach and engagement over time.<br /><img src="https://lh5.googleusercontent.com/gSEEzNYRJ_yxxCLLmIY_YOUInObImx-UQXzGkfHMnaxFLA_v-TYXM1BoNvexZp9E0j8bNXmYm_S0oS1okz65JGxOum7PrlBNPG_9UKMC8rj-kO6Dr6CDuiuf4Lh5aGW5oJBs6Q0" /><br />Source- @miettedierckx<br /><br />Another such example is of travel micro-influencer - Yannick Merckx who includes Coke into his worldly travels. He has nearly 48,000 followers with whom he shares frequent photos of either donning a Coca Cola sweater, taking a sip of Coke or holding recycled Coke can objects.<br /><img src="https://lh3.googleusercontent.com/7fIPWRfAh8LAjT6aBnVjDcxENQbXSUP2bdJSge5dhCAwrmFR8Hxb8YhQvOW98fh_N4yCpWcq0xplcPtKMNPBNdJ-WMfkTgadDK5ioRNh7ViHFQcQBoLzaxPjyVGlv4sHOzVSRT8" /><br />Souce - @hetisdemerckx<br /><br /><cmsannotation type="cmsannotation" annotationid="Cause Marketing" text="Cause Marketing"><span data-til="noop">Cause Marketing </span></cmsannotation><br />Influencers can help you in promoting a cause that will resonate with your audience. Cause Marketing is similar to Corporate Social Responsibility but with a dual purpose of increasing profitability while bettering society. <br /><br />Mahindra #SeedTheRise campaign was a huge digitally-driven crowdfunding campaign to enhance the lives of Indian farmers. SeedTheRise was successful in collecting digital donations amounting to INR 1 crore. This campaign kicked off with a fundraising appeal film made with Bollywood actor Nawazuddin Siddiqui, who is incidentally a farmer’s son himself. This money will be utilised to improve the lives of farmers and their families in ways such as providing alternate forms of livelihood, educating their daughters and assisting them in modernising agriculture. You can check out the film here:<br /><br />            <div type="Youtube" id="rlS2VrSEIdE" title="#SeedTheRise for India's Farmers | Nawazuddin Siddiqui | Mahindra Rise" thumbUrl="https://i.ytimg.com/vi/rlS2VrSEIdE/mqdefault.jpg"></div><br />#NotAshamed by TLLLF Foundation - The Live Love Laugh Foundation was set up in 2015 by Deepika Padukone to champion the cause of mental health in India, with a focus on depression, stress and anxiety. On the World Mental Health Day, TLLLF started a worldwide campaign with the objective to get people to share their stories on mental health using #NotAshamed to reduce the stigma. One of the survivors who was a part of the campaign was Deepika herself. Such campaigns backed by a social influencer like Deepika have the potential to remove the stigma around mental health and bring it out in the open. <br /><br /><cmsannotation type="cmsannotation" annotationid="Narrative testing" text="Narrative testing"><span data-til="noop">Narrative testing</span></cmsannotation><br /><br />Influencers can help you identify the right narrative/messaging to drive the goals of a given campaign. You may test narratives to assess which would provide the desired outcome. One influencer may use a particular narrative while the other can focus on a completely different narrative, and you can then check the effectiveness of one over the other. For example, if you want to test which narrative would result in increasing the purchase ticket size, you may use one influencer to advocate the long-term benefits of your product and the other to focus on the immediate advantages. You can assess the outcome of both narratives and select accordingly. <br /><br /><cmsannotation type="cmsannotation" annotationid="Giveaways and Contests" text="Giveaways and Contests"><span data-til="noop">Giveaways and Contests</span></cmsannotation><br /><br />Influencers organise giveaways and contests in association with brands. In such contests and giveaways, people are required to follow certain instructions such as liking a post or comment, tagging people or following a page. Such activities enhance brand awareness and increase visibility in front of your target audience.<br /><br /><cmsannotation type="cmsannotation" annotationid="Conclusion" text="Conclusion"><span data-til="noop">Conclusion</span></cmsannotation><br /><br />Influencer marketing has proven itself to be an effective marketing technique time and again. However, it doesn’t work alone but in tandem with content marketing and social media marketing. It encompasses curating highly engaging content, sharing it in a strategic way to reach more people and engaging with the audience to build a relationship.<br /><br />Unfortunately, there is no one-size-fits-all strategy when it comes to influencer marketing. You have to be willing to take risks and try out new things to see what works and what doesn’t for your brand. You may also use platforms such as Anytag to discover, activate, manage, track and attribute influencer marketing activities that drive recurring revenue. AnyTag is one of the most comprehensive influencer marketing platforms in the market, providing an integrated platform for influencer marketing and social media analysis.<br />

What are the different ways of leveraging influencer marketing apart from content creation?

It is not everyday that two A-list celebrities come together. In the last two years, this rare occurrence has happened at least thrice, bringing to the fore a class of power couples. And, their combined brand value can top the charts. <br /><br />Earlier too, legendary Bollywood actors Amitabh and Jaya Bacchan came together for endorsing <keyword id="413856" type="COMPANY" weightage="20" keywordseo="Kalyan-Jewellers">Kalyan Jewellers</keyword> Mudhra collection as parents to a would-be bride. Though Shah Rukh Khan and Gauri Khan also did a few ads like D'decor together, experts believe the real moolah lies in the paired reigning superstars. <br /><br />The latest entrant into this short and exclusive club are Ranbir Kapoor and Alia Bhatt, who are also coming together for a soon-to-be released movie. <br /><strong><br />Alia Bhatt and Ranbir Kapoor <br />
  
  
  
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</strong><br />Hitting the nail before they turn a married couple, e-commerce giant Flipkart roped Alia Bhatt and Ranbir Kapoor for a national campaign. They play the role of a couple too where Alia is seen commenting on Ranbir’s clothing style.<br /><br />Alia who is high on successes like Raazi and Gully Boy makes more from brand endorsements, as compared to Ranbir who had a spate of flops before the release of Sanju this year.<br /><br />The 26-year-old actor, Alia Bhatt has collaborated with some of the best brands in India and is the first celeb to promote Uber Eats, Nokia and Make My Trip. She reportedly <a href="https://www.marketingmind.in/reasons-why-alia-bhatt-has-become-popular-in-brand-endorsements/">has a brand value </a> of $98,10,700.<br /><br />Ranbir Kapoor reported has a brand value of ₹1.39 billion, according to Duff and Phelps' Celebrity Brand Valuation Report 2018. <br /><br />But together, both their fortunes could change and so will that of the brands they would be a part of. <br /><br />Together they have an estimated brand value of ₹2.77 billion<br /><br /><br /><strong>Deepika Padukone and Ranveer Singh<br />
  
  
  
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 </strong><br />The star couple Deepika Padukone and Ranveer Singh have around 40 brands together in their kitty. And some of them are competitors. For instance, Ranveer Singh endorses Make My Trip while Deepika promotes GoIbibo. <br /><br />But electronics brand Lloyd also brought them together to do what they do best--as newlyweds to endorse the company’s household electronics like air conditioners, LED TVs among others. <br /><br />According to a report by ESP properties, “<em>Their successive blockbusters and the buzz around their wedding for months before the event, was enough to earn them a spot in the top 3 brand favorite stars of the year.</em>” <br /><br />Ranveer Singh earns over ₹840 million from more than 20 brand he endorses. He charges between ₹30-40 million to ₹40 million per advertisement. <br /><br />Ranveer Singh earned ₹626 millions alone in 2017 from brand endorsement, said Forbes list of 100 celebrities for 2017. Deepika Padukone is the top earner in brand endorsements amongst actresses. She promotes 18 brands and earns ₹750 million. <br /><br />The brand <keyword id="3056668" type="PERSON" weightage="20" keywordseo="deepveer">DeepVeer</keyword> has an estimated value of ₹1.59 billion. <br /><br /><strong>Anushka Sharma and <keyword id="6354486" type="PERSON" weightage="20" keywordseo="virat-kohli">Virat Kohli</keyword> </strong><br /><br />
  
  
  
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<br />The trendsetters in the latest category however remain Virat Kohli, the captain of the Indian cricket team, and his actor wife Anushka Sharma. <br /><br />And without they have more than one ‘couple’ endorsement. Both of them together<a href="https://www.livemint.com/industry/media/myntra-appoints-virat-kohli-anushka-sharma-as-first-brand-ambassadors-1556879575460.html"> reportedly have a brand value of $200 million</a> with 40 brands in their kitty like Head and Shoulders, Pepsi, Celkon, Boost, Audi, Fastrack, Nivea, Puma, American Tourister and Uber.<br /><br />The two have also been featured together in a clothing brand advertisement, Manyawar, for which they did a sequel after their marriage. In fact, it was an ad shoot that brought this couple together as they met in 2013 while shooting for Head and Shoulders. <br /><br />They recently shot an ad for Google Duo where Anushka Sharma and Virat Kohli show their goofy relationship.<br /><br />“In 2017, #Virushka was evidently the year’s Power Couple.Colgate skillfully leveraged the fandom of both the stars separately this year.” said the ESP Properties report. <br /><br />Virat Kohli is the star of the brand endorsement <a href="https://economictimes.indiatimes.com/industry/services/advertising/virat-kohli-tops-powerful-celebrity-brands-list-with-a-brand-value-of-170-9-million/articleshow/67469396.cms">as he was listed</a> as the most powerful celebrity brand in the list of Duff &amp; Phelps at the brand valuation of $170.9 million. Virat Kohli is also the first Indian sportsperson to sign a deal worth ₹10 billion with Puma. Kohli signed the eight-year deal with the lifestyle brand last year.<br />

DeepVeer, Virushka and now Alia-Ranbir are power ‘couple brand ambassadors’

<ul><li>Fifty years ago on International Women’s Day, L'Oréal Paris revolutionized the advertising world with the phrase, ‘Because I'm Worth It,’ spreading the message of respect and recognition for women.</li><li>Pau Gruart – General Manager, L'Oréal Paris - India walks us through the campaign's evolution and shares some key highlights it has seen over the years.</li></ul> L'Oréal Paris’ iconic tagline ‘You are worth it’ completed 50 years yesterday. It was way ahead of its time as it was launched when there was almost hardly an active conversation on women empowerment, at least in India. It was as recent as 2020 when FMCG giants selling beauty and skin care products were made to realise that portraying that women with lighter skin tones have a higher acceptability in our society, is problematic. This led to them finally changing their product names and taglines. Across the world, advertising had not given a voice to women until the late 70s; their husbands were talking for them. But on the occasion of International Women’s Day, a 23-year-old copywriter came up with the tagline ‘Because you’re worth it’ 50 years ago and it revolutionised the advertising industry. <br /><br />The first global ad came out in 1973 featuring film actor Joanne Dusseau. It was about her preference and her review of a product. <br /><br />    <div type="Youtube" id="6_GvlikmZzc" title="L'Oreal 'Because You're Worth It' - 1973" thumbUrl="https://i.ytimg.com/vi/6_GvlikmZzc/mqdefault.jpg"></div><br />In the 1980s, the tagline was changed from ‘Because I am worth it’ to ‘You are worth it’ because L'Oréal wanted to empower all women and celebrate solidarity. <br /><br /> L'Oréal, for half a century, has encouraged women to feel a little more comfortable in their bodies, skin tones and shapes. It has nudged women to look at themselves in the mirror and remind themselves that ‘You Are Worth It.’The tagline still remains top of the mind of consumers and has been a clutter-breaking idea. <br /><br />Taking us back to the day when the tagline was born, Pau Gruart – General Manager, L’Oreal Paris - India said, “This tagline has been an inspiration to many and is celebrating 50 years and is still as relevant as ever! A young copywriter with McCann Erickson, Ilon Specht, created this iconic line, as part of an advertisement that was purely from the point of view of women and her self-confidence, her decision, her style. These four words have become what the brand stands for and have proven to be timeless. Today, we know that whenever anyone hears ‘Because You’re Worth It’, they instantly relate it to L’Oréal Paris. And we are working to translate this tagline into action every day in its celebration and thought for women, products, and the brand message.” <br /><br />The campaign started by trying to establish women as smart individuals and remind the audience that women are more than just their outer appearance. By 2006, it featured women of colour and sizes and started focusing on diversity. Hair was not just blonde anymore; it was black, brown, purple and any colour that women wanted to choose.<br /><br />    <div type="Youtube" id="NQ8HQTcdUbY" title="Courteney Cox x L'Oréal Paris Superior Preference Hair Color" thumbUrl="https://i.ytimg.com/vi/NQ8HQTcdUbY/mqdefault.jpg"></div><br />They featured pregnant women, women in hijab, older women that are often neglected by beauty brands, women with disabilities, bigger women and is on a mission to keep its communication as diverse. <br /><br />    <div type="Youtube" id="SRTC0HBRa_0" title="Our commitment to transforming self-doubt | Prince's Trust &amp; L'Oréal Paris | ALL WORTH IT" thumbUrl="https://i.ytimg.com/vi/SRTC0HBRa_0/mqdefault.jpg"></div><br />Walking us through the campaign's evolution, Gruart said, “Our communication has evolved along the same trajectory as what empowerment has meant for women over the course of the last 50 years, and we have tried to do so hand in hand with our spokespeople. From celebrating the freedom to make your own choices or the right to wear make-up the way you want to, to celebrating each other’s uniqueness and diversity, our aim is to inspire all women with our talented and diverse group of spokespeople. One of the brand’s most iconic campaigns is without a doubt the 1973 campaign of Preference where the slogan “I’m worth it” was born. If you look at some of our most recent campaigns, you will see that the spirit is the same but the way in which is expressed has been adapted to the times we live so that it stays relevant to today’s generations.” <br /><br /><strong>Casting for ‘You are worth it’</strong><br /><br />L’Oréal Paris has featured talented women like Beyonce, Viola Davis, Sonam Kapoor, Aishwarya Rai Bachchan, Aditi Rao Hydari, Deepika Padukone, Nidhi Sunil to name a few.<br /><br />On what goes behind selecting these brand ambassadors, Gruart shared, “Our products are created for women from all across the globe, therefore our spokespersons must be as diverse and inclusive as the world itself, to truly represent the women we are talking to. But they must also symbolise the empowerment we communicate. Throughout the years, women from across the world have been relating to the landmark phrase: "Because You’re Worth it". These four ageless words are an impression of a women to express themselves freely. From Aishwarya Rai Bachchan, Eva Longoria, Viola Davis, etc - this diverse and talented group of women symbolize the synergy between the brand and their outstanding personalities, each of them strong and a force to reckon in their own fields. These women have been an inspiration to the others and have shown every woman the right to be whoever she wants to be and reinvent herself in any way she wants in different ways.”<br /><br /><strong>Latest campaign: Stand Up</strong><br /><br />In 2019, L’Oréal decided to extend its campaign and find out the most important issue women face in their daily lives. They discovered that the number one issue faced by women and girls around the world was street harassment. It later reached out to Ipsos to investigate the scale of sexual harassment in public spaces. The interntional survey found that 78% of women have experienced sexual harassment in public spaces (4 in every 5 women). And of those - only 25% say someone helped. The main reason why: because 86% of women do not know what to do when we witness harassment.<br /><br />The brand is now reaffirming its commitment to protecting individual self-worth through its training program, Stand Up Against Street Harassment, which was launched in India in November 2020 in partnership with NGO Breakthrough.<br /><br />It also launched an advertisement to encourage more people to join the movement. <br /><br />    <div type="Youtube" id="jRB4nIKLZXI" title="StandUp Against Street Harassment" thumbUrl="https://i.ytimg.com/vi/jRB4nIKLZXI/mqdefault.jpg"></div><br />Sharing the thought behind Stand Up, Gruart said, “At L’Oréal Paris, our sense of purpose is to empower women. As a brand we are committed to addressing the barriers standing between women and their full ambition, to help them walk freely toward their destiny. Street harassment has no borders. It happens everywhere, every day, taking away the right to feel safe in the public space. It is an intrusion into women’s daily lives, it can make them feel powerless, and that can impact their sense of self-worth. It’s the exact opposite of the female empowerment L’Oréal Paris champions.” <br /><br />“Our ambition is to train 1 million people on the 5D methodology by the end of 2021, therefore empowering women and men to stand up, creating a movement of upstanders. We have seen an incredible response to this program, globally, and even more so in India,” he added. <br /><br />To this day, 1,50,000 people have been trained with Stand Up. Currently activated in France, Spain, Argentina, Canada, the U.S., Mexico, Italy and India with local charity partners, the Stand Up Against Street Harassment program will grow to another 10 countries starting on March 8th, 2021, in the UK, Germany, the Netherlands, Greece, Ukraine, Israel, Turkey, Indonesia, Thailand and the Caribbean region.<br /><br />From instilling self-confidence and polishing self-worth, L’Oréal Paris will focus on bringing more action-oriented campaigns across the world. <br /><br />“In my view, it is essential for brands to walk the talk. Well-known brands like L’Oréal Paris have the opportunity to leverage the respect and love they enjoy to spread awareness and education on critical issues, especially if they link with what that brand stands for. Giving back to the community gives brands a true purpose that goes beyond business,” said Gruart. <br /><br />L’Oréal Paris would continue focusing on three key areas - the planet, the people, its products – with multiple initiatives and day-to-day actions to achieve its goals.<br />

From You’re Worth It to Stand up, how L’Oréal Paris’ communication has empowered women over the years

<br /><ul><li><strong>The Election Commission of India will announce the final <keyword id="43677" type="PERSON" weightage="20" keywordseo="Voter-turnout">voter turnout</keyword> in a press conference at 6.30pm.<br /></strong></li><li><strong>Maharashtra might record the lowest voter turnout. <br /><br /></strong></li></ul>Maharashtra recorded the lowest voter turnout in the past five assembly elections. According to the Election Commission of India, it stood  55.83%. The state has a total electorate of 89.7 million, comprising 46.8 million men and 42.8 million women, plus 2,634 transgender voters. <br /><br />
  
  
  
  
  
  
  
  
  
  
  
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<br /><br />Maharashtra recorded 63.38% turnout in 2014 Assembly elections. The Election Commission of India (ECI) will announce the final voter turnout in a press conference at 6.30pm. <br /><br />The day started out slow with Maharashtra reporting a low turnout of 5.76% till 10:00 am. By 12:00pm voter turnout picked up to hit 16.75% with rain slowing them down. Polling booths peaked to 43.84% by 4:00 pm.<br /><br />Long queues were observed outside several polling stations, indicating the percentage may go up in subsequent hours. However, bad weather conditions and a dull build up slowed the election fervour. <br /><br />Several <keyword id="143" type="CITY" weightage="20" keywordseo="Bollywood">Bollywood</keyword> celebrities, including <keyword id="6355923" type="PERSON" weightage="20" keywordseo="Aamir-Khan">Aamir Khan</keyword>, Madhuri Dixit Nene, Lara Dutta, Deepika Padukone, Hrithik Roshan, Varun Dhawan, John Abraham, <keyword id="3844" type="PERSON" weightage="20" keywordseo="Vidya-Balan">Vidya Balan</keyword>, <keyword id="6354700" type="PERSON" weightage="20" keywordseo="Anil-Kapoor">Anil Kapoor</keyword> and Madhuri Dixit stepped out on Monday morning to vote for the Maharashtra Assembly elections. <br /><br />As many as 3,239 candidates are fighting the Maharashtra Assembly elections on October 21. <br /><br />Voting began at 7 am and will end at 6 pm.<br /><br />See more: <br /><a href="https://www.businessinsider.in/politics/elections/news/will-the-2019-maharashtra-assembly-election-be-a-deja-vu-of-the-lok-sabha-election/articleshow/71680529.cms">Will the 2019 Maharashtra Assembly election be a deja vu of the Lok Sabha election?</a><br /><a href="http://businessinsider.in/politics/elections/news/voter-turnout-of-maharashtra-assembly-election-threatened-by-weather-and-lackluster-campaigning/articleshow/71680425.cms">Voter turnout of Maharashtra Assembly election threatened by weather and lackluster campaigning</a><br />

Maharashtra records its lowest ever voter turnout in last 5 elections — at 55.83%

<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. <br /><br /><img src="https://lh6.googleusercontent.com/hJS7U6I8oI2hSFzAQzNP0o5UwAcMZn_4OsaJsrirCAOesdEs_uhwoSvQq2oyYmPrOMuAjlAZ91E2L6ZDuz_kEc2_YouDvKS8FkEhWNogXSf5L6Ya-5_ZsSeD68tvGEfmVJ5FlTAR" /><br /><br />“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. <br /><br />“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. <br /><br />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.” <br /><br /><strong>Old is Gold to New is Gold</strong><br /><br />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.’<br /><br />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. <br /><br />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.<br /><br />The study also suggests that Kriti Sanon, Disha Patani, and Tiger Shroff are the upcoming big celebrities in the advertising and marketing realm. <br /><br /><img src="https://lh5.googleusercontent.com/5GoxCgfcfzI0az-khdLmqmx9MEF8CslEEp6rFVdkkwKCZQ9GN1N0a8xdMS7p4O95TZ-EF5xIlbpxmNuv4ES-3vq32B5OfM6gy-BPsMyYPXAIDf2_NjOukgN5g4fWzFmH-afJ59ZX" /><br /><br /><strong>OTT: A Place For Old and New Actors</strong><br /><br />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. <br /><br />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.<br /><br /><img src="https://lh4.googleusercontent.com/i0g6UmPlyWC7P1brkt1z9fguWNrPnIK4_oqdqEAjN0JY48bSfhppAKYCub740qcwU9yjUNUQftjw-zKmBnnrnr9XwZmZyP4t0L2DI1Cp6esNE0BeUfBhvbVTNyXjPOjT_csunIHH" /><br /><br /><strong>Celebrity Endorsements: Top Brand Categories </strong><br /><br />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.<br /><br /><img src="https://lh4.googleusercontent.com/WjuNpfoF1obBoT1Q-1hgp-CzS5wpObmBXwDv0k_I_FfCwClC23WGVPLw6xiYCMmatIiQy2XeM1Mx5WPV7vCKusHjbcKiTn2u5wmCAvipQOecWWYs6QXM0waemOi_DRaGl2sC30On" /><br /><br />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. <br /><br /><strong>Other Key findings from the report: </strong><br /><br /><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>Shah Rukh Khan topped the report in 2019 and <keyword id="6354832" type="UNKNOWN" weightage="20" keywordseo="ms-dhoni">MS Dhoni</keyword> was at No. 1 in 2020.</li><li>As per IIHB’s report, Dream11 was the most spontaneously recalled brand in this year’s survey.</li></ul>Versatile actor <keyword id="106133" type="PERSON" weightage="20" keywordseo="Ranveer-Singh">Ranveer Singh</keyword> versus Captain Cool MS Dhoni? Well, both seem to have done equally well in the annual IPL ad recall research of the Indian Institute of Human Brands (IIHB) conducted ten days after the start of the League this year. The research polled 879 respondents in the age-group of 18-35 years (M=481, F=398) across India. The interviews were conducted telephonically. <br /><br />Dream11 was the most spontaneously recalled brand in this year’s survey, which possibly also helped enhance both the brand equity and recall of MS Dhoni who anchored the 12-ad series for the brand as its ambassador and protagonist. Jio Fiber, with multiple IPL teams featured with an effervescent Ranveer Singh gyrating with a sing-song brand message, came in second on recall in the research, also helping the celebrity endorser to considerably strengthen his personal recall. Byju’s was the most spontaneously recalled brand on the IPL last year; though its celebrity endorser Shah Rukh Khan trailed behind other celebrities. <br /><br />Virat Kohli, as expected, did well on recall too, and came third in the recall rankings. Salman Khan did surprisingly well in this year’s survey and came in at No. 4, ahead of Rishabh Pant, Rahul Dravid, Varun Dhawan, Alia Bhatt and Saurav Ganguly who followed in that sequence. Ajay Devgn, Sachin Tendulkar, Shikhar Dhawan, Shah Rukh Khan, Boman Irani, Kareena Kapoor, Ranbir Kapoor, Katrina Kaif, Ayushmann Khurrana and Akshay Kumar, on the other hand, had very few mentions and scored very poorly on respondent recall. There were sporadic mentions of Virender Sehwag and Priyanka Chopra too. In the last survey conducted in October 2020, MS Dhoni had the highest spontaneous recall as a celebrity endorser. Virat Kohli was a not-so-close second. Akshay Kumar was at rank 3; Ayushmann Khurrana at rank 4.<br /><br />“MS Dhoni and Ranveer Singh had a disproportionate share of visibility and recall in the IPL research we just conducted. This was in sync with the ultra-high recall of the brands they respectively endorse”, said Dr. Sandeep Goyal, Chief Mentor of IIHB. “It is interesting nevertheless to note that brands without celebrities like Phone Pe, Byju’s and others too have done well wherever media investments are heavy”. <br /><br />IIHB team used its proprietorial CELEBAR tool based on Celebrity Brand Association &amp; Recognition to assign a metric score to each celebrity and associated brand. The tool takes into account:<br /><br /><ul><li>Spontaneous recall of the brand</li><li>Spontaneous recall of the celebrity</li><li>Association between brand &amp; celebrity together </li><li>Recency of communication </li><li>Media weight behind campaign</li><li>Solus versus multiple brands using the celebrity</li></ul>MS Dhoni had a CELEBAR score of 87, up from 82 at the last IPL. His spontaneous recall was an unusually high 82%. His association with Dream 11 was also very constant at 79% from the last edition. He got 9% association with IPL/Star TV, 8% brand association with Indigo Paints, 6% with Orient Fans for Orient Fans and Livfast Solar. 2% recall came from SunFeast Yippee. So, most of Dhoni’s brand goodness got hijacked by Dream 11, much like last year. If Dhoni had only been endorsing Dream 11, his CELEBAR score would have been near 100, given his strong association with that one brand, to almost the relative exclusion of the other brands he endorses.<br /><br />Ranveer achieved a CELEBAR score of 86, empirically almost equal to that of MS Dhoni. But his association was more democratically spread with Jio Fiber at 56%, JD mart at 48%, My11 Circle at 22% and Bingo at 18%. Names of some other brands were mentioned by respondents but these were filtered out as they were not part of the IPL broadcast. <br /><br />Both MS Dhoni and Ranveer gained massively also on account of their main brands spending disproportionately large amounts of media monies which made them exponentially more visible than other competing celebrities. <br /><br />Virat Kohli trailed far behind the Top 2. His score of 45 on CELEBAR is mostly derived by his 94% association with MRF tyres. Bluestar is in low single digits on association. <br /><br />Salman Khan at a CELEBAR of 38, owes 82% recall to Rajshree elaichi and the balance to Pepsi. Rishabh Pant climbed up interestingly to No. 5 on the strength of his JSW appearances. Varun Dhawan had 76% of his recall from Lux Cozi and much lower from Frooti. Alia owed most of her recall also to Frooti with scattered mentions of Dark Fantasy. <br /><br />Interestingly, the IPL seems to be running no/few ads with Amitabh Bachchan, Akshay Kumar, Deepika Padukone, Ranbir Kapoor, and even with cricketers Rohit Sharma or KL Rahul or Hardik Pandya, or the media weightages behind those ads were too insignificant to be noticed by viewers.<br /><br />The Cred ad for Rahul Dravid was spontaneously recalled by 17% respondents but only 2% remembered Jackie Shroff and only 1% mentioned Kumar Sanu for the same brand. <br /><br />Mutual Funds (AMFI) ads had 22% recall but most respondents got the protagonists mixed up, with the most attributing the messaging to Dhoni and Kohli. <br /><br />Dream 11’s association with multiple cricketers was mentioned by many respondents but most were not sure if they remembered current creatives. Only the connect with MS Dhoni was unambiguous. <br /><br />Despite heavy media weights, Vimal elaichi ad featuring Ajay Devgn and Shah Rukh Khan had only an 8% recall. Netmeds with Kareena Kapoor and Renuka Shahane had a good 9% recall. Priyanka Chopra’s Appy Fizz and Katrina’s Slice were almost not recalled. Hema Malini managed 3% recall on Kent RO. Randhir Kapoor’s Asian Paints managed 4% while Kareena Kapoor’s and Pankaj Tripathi’s Berger creatives both got below 1%. Ayushmann was remembered by less than 1% in Urban Company. Gajaraj Rao was mentioned in less than 1% for Voltas. Unacademy featuring Sunil Gavaskar and Harsha Bhogle too scored poorly at 2%. Gamezy featuring KL Rahul got less than 1% recall. <br /><br />On the ads without celebrities, the most remembered were Phone Pe (32%), Byju’s (31%), Vivo (22%), One Plus (21%), Groww (20%), Upstox (20%), Kia (19%), MPL (18%), Bisleri (11%), PharmEasy (11%), Thums Up(9%), Coca Cola (6%), Renault Kiger (6%), Tata Safari (6%), Skoda (3%), Ajio (3%), Dark Fantasy (2%), LikedIn (2%), Raymond (2%) and Tuborg (1%).<br /><br />As more gets added to the broadcast as the IPL progresses, both standings of celebrities and recall of brands may change.<br /><br /><br />

Ranveer Singh and MS Dhoni are the most recalled brand ambassadors this IPL: IIHB Report

<ul><li><strong>In a series of tweets, <keyword id="6354477" type="PERSON" weightage="20" keywordseo="Narendra-Modi">Narendra Modi</keyword> reached out to rivals from opposition parties across the country asking them to come together for the Indian democracy.<br /></strong></li><li><strong>Modi even reached out to Bollywood stars and businessmen asking them to use their influence to encourage people to vote. <br /></strong></li><li><strong>India, the world’s largest democracy, is barely a month away from General Elections. </strong></li></ul>As the Indian general elections draw closer, Prime Minister Narendra Modi took to Twitter to call out Indian celebrities from different fields, and even the leaders of opposition parties. <br /><br />Tagging them over a succession of over 25 tweets, PM Modi requested them to come together to “strengthen the democracy” and asked them to encourage people to vote. <br /><br />In a first, Modi reached out to Rahul Gandhi, Mamata Banerjee, Akhilesh Yadav, Mayawati, Naveen Patnaik, KCR, Chandrababu Naidu among others asking them “to work towards bringing maximum Indians to the polling booths in the upcoming elections.” <br /><br />And he didn’t stop there. Narendra Modi, who campaigned to power as the business friendly leader – even though new private investments in India have gone down to a <a href="https://www.livemint.com/Politics/djaa4hxQTklGR3lOws8hzJ/New-investments-in-India-plunge-to-14yearlow.html">14-year</a> low – reached out to the likes of Anand Mahindra, Ratan Tata and Ashish Chauhan.<br /><br />Modi reached out to celebrities from different fields – from Bollywood celebrities like Ranveer Singh, Vicky Kaushal, Alia Bhatt, Deepika Padukone to sportspersons like Sachin Tendulkar, Saina Nehwal, Srikanth Kidambi, and PV Sindhu.<br /><br />In an official blog titled '<a href="https://www.narendramodi.in/four-requests-for-a-democracy-543992" data-type="tilCustomLink">Four Requests For Democracy</a>' on the Prime Minister's website, Modi has asked Indian citizens to register themselves as voters if they haven't done so already and 'create an environment where getting one’s voter card and casting a vote, especially for the first time, become occasions for celebration'.<br /><br />The incumbent prime minister may hope that some voters may mistake the celebrity endorsement for the voting process as support for Modi himself. But, will they?<br /><br /><strong>See Also:</strong><br /><a href="https://www.businessinsider.in/general-elections-2019-delhi-will-have-all-women-polling-booth-promoting-women-empowerment/articleshow/68376937.cms">This election, India’s national capital will have polling booths staffed only by women</a><br /><a href="https://www.businessinsider.in/general-elections-2019-india-expects-over-15-million-first-time-voters-in-the-18-19-year-age-group/articleshow/68353207.cms">General Elections 2019: India expects over 15 million first-time voters in the 18-19 year age group</a><br /><a href="https://www.businessinsider.in/general-elections-2019-priyanka-gandhi-invokes-the-mahatma-in-first-tweets-since-entering-active-politics/articleshow/68385607.cms">Priyanka Gandhi Vadra invokes the Mahatma in first tweets since entering active politics</a><br />

Elections 2019: Narendra Modi just tagged Rahul Gandhi in one of 25 tweets asking celebs to encourage voting

<ul><li>The Advertising Standard Council of India has released a new set of guidelines for <keyword id="10879114" type="General" weightage="20" keywordseo="non-fungible-tokens" source="Orion">Non-Fungible Tokens</keyword> and <keyword id="6357017" type="General" weightage="20" keywordseo="cryptocurrency" source="Orion">Cryptocurrency</keyword>, effective from April 2022.</li><li>After November 2021, all major <keyword id="2721952" type="General" weightage="100" keywordseo="crypto" source="Orion">crypto</keyword> exchanges had to put a pause on their marketing and advertising activities as PM Narendra Modi had announced in a Parliament meeting that attempts to mislead the youth through over-promising and non-transparent advertising need to be stopped.</li><li>After a long hiatus, now that there will be more clarity and standardization in crypto advertisements with <keyword id="169284" type="General" weightage="20" keywordseo="asci" source="Orion">ASCI</keyword>’s guidelines, their ad expenditure is likely to return on digital and traditional mediums.</li><li>We reached out to experts to discuss how players in the segment can navigate these challenges and woo consumers without violating regulations.</li></ul>The latest trend flooding the internet is Non-fungible Tokens. From Indian celebrities like Deepika Padukone, Amitabh Bachchan, Sonu Nigam, Nucleya, Yuvraj Singh to brands such as Yum!, Rage Coffee, MG Motors India -- have announced their foray into the <keyword id="4668945" type="General" weightage="20" keywordseo="nft" source="Orion">NFT</keyword> world. <br /><br />A recent report by Deloitte predicts that India will be quick to catch on to the global NFT revolution with favourable regulations. In fact, it says that NFTs for sports media will generate more than US$2 billion in transactions in 2022, about double the figure for 2021.<br /><br />Another report from market research firm Finder said that Asian countries are outpacing the rest of the globe in terms of crypto adoption. The Asian country with the highest percentage of crypto ownership was Vietnam at 40% followed by Indonesia, India, Malaysia, and the Philippines, respectively.<br /><br />However, since November 2021, all major crypto exchanges in India had put a pause on their marketing and advertising activities after PM Narendra Modi had announced in a Parliament meeting that ‘attempts to mislead the youth through over-promising and non-transparent advertising should be stopped.’ Since then, the crypto exchanges have refrained from launching fresh advertisements on print, television and radio. <br /><br />Now, the <a href="https://www.businessinsider.in/advertising/ad-tech/news/asci-frames-guidelines-for-advertising-and-promotion-of-crypto-and-nft-products/articleshow/89764550.cms">Advertising Standards Council of India</a> has released a new set of guidelines for NFT products and crypto exchanges. Under the new standards, all Virtual Digital Assets and services will be required to carry prominent disclaimers. <br />              <div type="Article" hostid="261" msid="89764550" title="ASCI frames guidelines for advertising and promotion of NFT products" mstype="2" mssubtype="0"></div><br /><strong>Experts welcome new ASCI guidelines; call it a step in the right direction</strong><br /><br />Crypto platforms, after a long hiatus from marketing, are up for the challenge and are excited to be resuming their marketing activities before the Indian Premier League. <br /><br />Welcoming the new guidelines, Ashish Singhal, Founder and CEO, CoinSwitch said, "The ASCI guidelines are a step in the right direction to standardize advertisements within the VDA space. The VDA industry is supportive of all efforts towards investor protection, however, there are nuances that need to be addressed as the space is ever-evolving. We will continue to work together with ASCI and other stakeholders to refine them further.”<br /><br />Manasa Rajan, Business Head at Jupiter Meta also said that the new guidelines will improve accountability. She said, “This move is welcome and will offer further legitimacy to this space and create more accountability from the marketers, which is a positive direction for a nascent category with a customer-centric approach. While cryptos are seen as purely investment or trading opportunities, where the ultimate goal is profit., NFTs have a value proposition that is far more versatile than just speculative worth. It is more about changing the way we consume content, engage with art &amp; artists and immerse ourselves in popular culture. So, NFTs’ value cannot be seen from a trader’s lens alone. The experience of involvement, decision making, ownership &amp; utility have emotions attached to it, just like art, gold or even high-end brand purchases. Hence, a regulatory framework should be more inclusive in approach for a nascent category, where the inherent value of these NFTs is still being discovered.”<br /><br />The regulations come almost a month after Finance Minister Nirmala Sitharaman announced plans to tax crypto investments by 30% during India’s Union Budget. <br /><br />While most <keyword id="12386484" type="General" weightage="20" keywordseo="crypto-ads" source="Orion">crypto ads</keyword> did come with disclaimers, they were easy to miss as they appeared at the bottom of the screen or flew by in a few seconds at the end of it. As per the new guidelines, the voiceover will be required to be at a normal speaking pace so that the consumer can’t miss it. In the case of a long-format video of over two minutes, the disclaimer will be required to be repeated at the beginning and at the end of the video and stay on screen for a minimum of five seconds. <br /><br />No crypto advertisement can now contain statements that promise or guarantee future increase in profits either. <br /><br />Overall, the current guidelines indicate that ads cannot mislead, misguide, give false information, or exploit a consumer’s lack of expertise on a subject.<br /><br />Whether it was CoinSwitch’s maiden B2C advertisement with Ranveer Singh or Ayushmann Khurrana’s campaign with CoinDCX, advertisements last year showed how investing in crypto is the future and it is very easy and simple to invest in. All of these ads painted a rosy picture that highlighted the highs and downplayed the volatility and risk of the assets.<br /><br />Therefore, ASCI is now restricting VDA products from claiming that their assets are so easy that consumers do not have to think twice about investing. It is also barring the use of the words ‘currency, securities, custodian and depositories’ in crypto-related ads. <br /><br />The task now for these crypto players is to win the confidence of people, raise awareness and educate, while convincing them that it is safe to invest in crypto. On top of these regulations and lack of trust in the market, crypto exchanges will be competing with the government’s own digital currency. <br /><br />Rikki Agarwal, Co-Founder &amp; COO from Blink said, “Last year, we saw an uptick in the crypto ad spends during the festive season and during important cricket matches. The new guidelines by ASCI will certainly have an impact on the brand spends, especially during the upcoming IPL tournament. The associations with Influencers and celebrities will also witness a radical shift. The move will definitely help in education and creating awareness amongst the consumers but it is too early to comment on the impact on the brands. Currently, India is the second-largest market in cryptocurrency adoption and the culture seems to be growing rapidly. With the adoption increasing among young men and women, private players such as CoinSwitch Kuber, CoinDCX and WazirX had plans to increase their ad spendings to compete with the possible launch of the government's digital currency. With the move from ASCI, the brands will definitely have to relook at their strategy and plan their ad spends. Brands will also have to consider spending on other platforms and mediums to interact with the consumers and will open up new avenues for growth.”<br /><br />Crypto platforms will also have to relook at the duration of their ads because it might get difficult for the audience to understand crypto in 10-15 seconds; it could send the wrong message across and mislead consumers.<br /><br /><strong>Navigating the challenges of advertising in the NFT, Crypto landscape</strong><br /><br />While there are a lot of grays in crypto ads and ASCI guidelines will certainly bring transparency, will it restrict creative freedom? <br /><br />Vijay Pravin, Founder &amp; CEO of bitsCrunch, does not think it will. <br /><br />“With the new tax rules and now ASCI’s regulations, I don’t think it will be challenging for digital products to be creative. In fact, this will bring out more creativity among the Web-3 people. When people came out with the concept of Cryptocurrency, it was laughed at, since it was new and seemed confusing. Likewise, the laws and regulations for cryptos will take time to be able to cover all bases. With web-3, we are enabling an additional asset class for the future. For sure, in the years to come, we are going to witness a quirkier side of NFT and crypto projects than now. Regulations or laws keep changing. This is the current stand but in a few months or years, we could witness something else. But the technology or the infrastructure remains the same. We already witness that India is making progressive steps towards Blockchain technology. I am personally looking forward to seeing how this technology and the landscape evolves,” said he.<br /><br />Raj Shamani- Digital Content Creator, Entrepreneur, Investor and Podcaster said that while creativity will get hampered to some extent, the overall impact on the whole industry and people interested in this industry will be positive. <br /><br />“A lot of people have been misusing their power to pump &amp; dump and promote wrong things just to make quick bucks. This is going to be good for people who are here for the right reasons because they are anyway educating. And if they are providing good value education, people are going to learn about it. Also, it's always the best to tell people I am not personally recommending so that people can easily differentiate between honest opinion and promotional opinion,” said Shamani.<br /><br />He also shared some advice on how to connect with consumers. He said, “The best way to woo consumers is to provide them the right education and value. If you educate your audience right. If you tell them the right things. If you let them know the use cases. If you tell them about the community power. If you tell them how this is going to empower their life and not 'sell it'. The content will connect. People who have been already doing this thing in the space won't face a problem. In fact, this will make people more aware and push them to promote and make the right content. This will only help to eliminate the promotion of bad projects.”<br /><br />Anjali Malthankar, National Strategy Director, Tonic Worldwide said that with everything new comes excitement and concern and both need our attention. "I think the attention from regulators for any space which is seeing a crazy traction in such a short period, is expected. At the pace that NFT, Crypto are growing in popularity the interventions are understandable. As far as the challenge for creative promotions is concerned, I think the creative agencies have often come across the term during briefings – “It’s a creative challenge” So, in that spirit creative will always find its way to not let this come in the way of creativity. There have been very many categories, including traditional finance categories which have disclaimers and yet it does not stop good creative work. In fact, the fence sitters or doubters who were unsure of the VDA products, might consider the category, as promoters get more upfront and transparent about it. If VDA brands are strategically not dependent on or riding on the fad, confusion, consumers’ lack of knowledge and noise but have a genuine offering, then it is just about giving space to disclaimer which for today’s smart and conscious consumer is nothing but a sign of transparency. In fact, if we see closely Crypto and NFTs are born out of blockchain and the need for transparency and hence in intent they are both (the regulators and VDA category) on the same page."<br /><br />Rage Coffee recently made its debut in the blockchain matrix with its valentine's NFT campaign. Its Founder, Bharat Sethi said that the growing adoption of crypto tokens has led to the emergence of advertisements that downplay the risk associated with these assets. Therefore, according to Sethi, increased transparency is a welcome move and where it might impact creative freedom, when it comes as a hit on the consumer interest, it is best to be transparent and supply critical information/disclaimers in this volatile category.<br /><br />“Even after including the disclaimers and adhering to the guidelines, there is scope for being creative. It does restrict creative freedom in communication; however, this is in the best interest of an average consumer who might not have in-depth knowledge about cryptocurrency and VDAs. A promise that can not be kept should ideally not be made in a promotion. There is a need to educate the consumer on the basic ideas around NFT, cryptocurrencies and take the customer on a journey to understand how these assets are. The risks can not be downplayed as risk appetites are very personal. There is plenty of space to experiment, spread awareness and create a buzz,” said Sethi.<br /><br />NFT marketplace Fullyfaltoonft.com curated by Viacom18’s Youth Music &amp; English Entertainment cluster and powered byGuardianLink.io has already received an overwhelming response for its digital artwork preview. Keyur Patel, Co-Founder &amp; Chairman, GuardianLink and Co-Founder, BeyondLife.club said that consumer education comes first and it's a welcome move from ASCI to ensure customers are aware of the market volatility. "Crypto as an investment class is quite volatile compared to stocks or real estate. All investment Ads and campaigns have a responsibility to educate the users on the risks and affiliated volatility and liquidity restrictions and aspects of the asset. Even media, ad agencies, and other supporting ecosystems have the responsibility to educate the same market in a responsible method. NFT is not a financial asset. It is a digital asset associated with games, entertainment, and art. Its inherent value is either in art or utility. Also, the buyers of NFT don’t buy it because there is instant gains, they do it because they find affinity to Amitabh Bachchan or Stan Lee or they find Game like Racing very interesting and want to participate in it. Crypto is purely a trade asset, for investments and hence it needs very aggressive education to make sure, the expectations of returns for the buyers are not skewed by hype and unrealistic aspirations. So, this declaration will not just motivate consumers to study the brand/product before purchasing but also put the onus on celebrities who endorse digital assets to do due diligence thereby promoting a responsible environment. Many industries have been following such guidelines without seeing any impact on creativity. It will rather inspire marketers and content creators to make their storytelling more creative and credible than ever before."<br /><br />Sagar Pushp, Co-founder and CEO, ClanConnect agreed that clear-cut norms were needed in this space.<br /><br />“For advertisers, the greatest purpose of communication is to put across accurate messaging for users. The new promotion and advertising guidelines for crypto assets will bring this authenticity into the segment. It is a welcome move by ASCI as it will ensure that brand communication is not misleading. Going forward, brands will need to operate within the guardrails of these guidelines, making sure their messaging is not limited to quick money and gains. The intrinsic value of blockchain is much wider than the prospect of big money, and we’ll need to get creative to empower users with precise information,” said Pushp.<br /><br />After a long pause, now that there will be more clarity and standardization in crypto advertisements, their ad expenditure is likely to return on digital and traditional mediums. <br /><br />During the festive season and IPL last year, crypto platforms were at their peak. The month of Diwali, which was October in 2021, nearly had a 30% share of the category in digital advertising and it took a dip by 6% in November 2021, whereas on television, there wasn’t a single ad from Crypto platforms in 2020, revealed TAM. In 2021, television saw 33.4 hours of advertising from Crypto platforms. The festive season proved to be bountiful for television too as October had more than 75% share of Crypto platforms, up from 2% in June and 23% in September. <br /><br />A lot of people have been speaking about the risks of investing in digital currency without fully understanding how the crypto ecosystem works. ASCI’s guidelines, therefore, could help bring about more transparency and accountability into the ecosystem.<br />

ASCI releases new guidelines for Non-Fungible Tokens, Crypto ads; here’s what experts have to say about it

Former US President <keyword id="15962" type="PERSON" weightage="20" keywordseo="Barack-Obama">Barack Obama</keyword> unleashes the West's worst stereotypical picture of India as a country with "all-too-pervasive" violence and politics revolving around "religion, clan, and caste" in his latest memoir and yet in the same breath talks about Sonia Gandhi, a "mother of European descent", emerging as the most powerful politician who is able to appoint Manmohan Singh from a minority as prime minister.<br /><br />"Across the country, millions continued to live in squalor, trapped in sunbaked villages or labyrinthine slums, even as the titans of Indian industry enjoyed lifestyles that the rajas and moguls of old would have envied," he writes in his new memoir, "A Promised Land".<br /><br />He writes, "Violence, both public and private, remained an all-too-pervasive part of Indian life."<br /><br /><keyword id="16284" type="PERSON" weightage="20" keywordseo="Obama">Obama</keyword>, the son of a Kenyan father and a White American mother, with a sometime Indonesian step-father, pretending to labour under the time-worn cliche of bearing the "Whiteman's burden", in a broad sweep encapsulates the nation in its entirety with these images.<br /><br />The image of India he offers up with supercilious condescension to his readers is not something he had seen for himself, as he acknowledges not having travelled to the country before becoming president, although "the country had always held a special place in my imagination".<br /><br />"Expressing hostility toward Pakistan was still the quickest route to national unity" in India, he writes.<br /><br />As if India shouldn't develop nuclear weapons as a deterrent to Pakistan's N-bomb, he writes, many Indians take "great pride in the knowledge that their country had developed a nuclear weapons program to match Pakistan's, untroubled by the fact that a single miscalculation by either side could risk regional annihilation".<br /><br />He cannot ward off the temptation to lay on stereotypes, although he starts off acknowledging that "in many respects, modern-day India counted as a success story, having survived repeated changeovers in government, bitter feuds within political parties, various armed separatist movements, and all manner of corruption scandals".<br /><br />"The transition to a more market-based economy in the 1990s had unleashed the extraordinary entrepreneurial talents of the Indian people -- leading to soaring growth rates, a thriving high-tech sector, and a steadily expanding middle class... and Prime Minister Manmohan Singh's economic reforms lifted millions out of poverty", he writes.<br /><br />But reverts to stereotype: "Despite its genuine economic progress, though, India remained a chaotic and impoverished place: largely divided by religion and caste, captive to the whims of corrupt local officials and power brokers, hamstrung by a parochial bureaucracy that was resistant to change."<br /><br />Obama and his wife reportedly received $65 million as advance from their publisher for their memoirs.<br /><br />"A Promised Land" ends with 2011 and the next volume is to pick up after that. For that reason Prime Minister Narendra Modi does not figure in the book.<br /><br />The ascent to prime ministership by Singh, a member of "often persecuted Sikh religious minority," he writes, "sometimes heralded as a hallmark of the country's progress in overcoming sectarian divides, was somewhat deceiving".<br /><br />"More than one political observer believed that she'd chosen Singh precisely because as an elderly Sikh with no national political base, he posed no threat to her 40-year-old son, Rahul, whom she was grooming to take over the Congress Party," Obama writes.<br /><br />But Obama is smitten with Singh, whom he describes as "wise, thoughtful, and scrupulously honest" and "man of uncommon wisdom and decency" with a white beard and a turban that "to the Western eye lent him the air of a holy man".<br /><br />He writes that with Singh, he developed "a warm and productive relationship" and forged agreements for cooperation on counterterrorism, global health, nuclear security, and trade despite a bureaucracy's historic suspicion of the US".<br /><br />Already in 2010, when they had a private chat without their aides before a dinner, Obama indicates that Singh had premonition of the rise of the BJP and Obama writes that he too "wondered what would happen when he left office".<br /><br />"Somehow, I was doubtful" that the baton would be passed on to Rahul Gandhi according to his mother's plan "and preserving the Congress Party's dominance over the divisive nationalism touted by the BJP".<br /><br />He says it wouldn't be Singh's fault and wonders if "violence, greed, corruption, nationalism, racism, and religious intolerance" were "too strong for any democracy to permanently contain".<br /><br />Perhaps in a dig at Donald Trump, who succeeded him, he writes that "they seemed to lie in wait everywhere, ready to resurface whenever growth rates stalled or demographics changed or a charismatic leader chose to ride the wave of people's fears and resentments".<br /><br />Obama describes meeting Sonia Gandhi at a dinner hosted by Singh, calling her "a striking woman in her sixties, dressed in a traditional sari, with dark, probing eyes and a quiet, regal presence".<br /><br />It was clear, he writes, that the power of the "former stay-at-home mother of European descent" could be attributed "to a shrewd and forceful intelligence".<br /><br />During the dinner, Obama says that Sonia Gandhi deferred to Singh on policy matters, but tried to steer the conversation to her son.<br /><br />Obama describes Rahul Gandhi as seeming to be "smart and earnest, his good looks resembling his mother's".<br /><br />He spoke about "progressive politics," Obama write, "occasionally pausing to probe me on the details of my 2008 campaign".<br /><br />"But there was a nervous, unformed quality about him, as if he were a student who'd done the coursework and was eager to impress the teacher but deep down lacked either the aptitude or the passion to master the subject," Obama concludes.<br /><br />He mentions that his introduction to India from Indian and Pakistani college friends who had "taught me to cook dahl and keema and turned me on to Bollywood movies".<br /><br />And, growing up in Indonesia, he writes, he had listened to the Mahabharata and Ramayana.<br /><br /><strong>SEE ALSO:<br /><a href="https://www.businessinsider.in/stock-market/news/top-stocks-to-watch-ril-future-retail-bpcl-wipro-lt-and-others/articleshow/79254564.cms">Top stocks to watch — RIL, Future Retail, BPCL, Wipro, L&amp;T, and others</a><br /><br /><a href="https://www.businessinsider.in/science/health/news/moderna-says-its-coronavirus-vaccine-is-94-5-effective-against-covid-19-a-crucial-victory-in-the-fight-against-the-pandemic/articleshow/79247349.cms">Moderna says its coronavirus vaccine is 94.5% effective against COVID-19, a crucial victory in the fight against the pandemic</a><br /><br /></strong><a href="https://www.businessinsider.in/business/startups/news/from-deepika-padukone-alia-bhatt-to-katrina-kaif-bollywoods-leading-ladies-are-writing-big-cheques-for-indian-startups/slidelist/79203266.cms"><strong>From Deepika Padukone, Alia Bhatt to Katrina Kaif – Bollywood’s leading ladies are writing big cheques for Indian startups</strong></a><br />

Obama's new book shows West's bias against India

SRK, Rajnikanth, Ranveer Singh set to fire up the silver screens in 2023: Here are the most-anticipated upcoming Indian movie releases

<ul><li>Recently, <keyword id="6354630" type="PERSON" weightage="20" keywordseo="mark-zuckerberg">Mark Zuckerberg</keyword>, CEO, Facebook reiterated the importance of India for Facebook in its global scheme of things. </li><li>Over the years, Facebook has been testing and rolling out new features from here. Currently, its testing <keyword id="6662415" type="UNKNOWN" weightage="20" keywordseo="instagram-lite">Instagram Lite</keyword> in India, to make the platform accessible to everyone.</li><li>We spoke to <keyword id="248909" type="PERSON" weightage="20" keywordseo="Manish-Chopra">Manish Chopra</keyword>, Director and Head of Partnerships, <keyword id="736869" type="COMPANY" weightage="20" keywordseo="Facebook-India">Facebook India</keyword>, to understand the organization’s areas of focus for the next year and how its working on making its offerings more accessible to users and more effective for businesses and advertisers.</li></ul>While the world almost came to a standstill in 2020, owing to the pandemic-induced lockdown, it was digital players like Facebook that kept the world moving, even while people stayed indoors.<br /><br />The pandemic led to people spending more and more time on the internet, and understandably, Facebook saw an increase in the time people were spending on their platform. According to data from eMarketer, in H1 2020, people flocked to Facebook so they could share information and keep in touch with friends and family while staying at home. That led to user increases in nearly every world region.<br /><br />Currently, India has the largest user base of Facebook users. With around 272.2 million users in India in 2020, the country’s user base is expected to swell to 329.1 million by 2024. It therefore shouldn’t come as a surprise that the company is serious about its presence and growth here.<br /><br />During Facebook’s Fuel for India event recently, Mark Zuckerberg reiterated India’s importance in the global scheme of things for Facebook. During the chat, he said that the largest communities for Facebook and WhatsApp are in India and <keyword id="819905" type="COMPANY" weightage="20" keywordseo="Instagram">Instagram</keyword> is also getting there. Facebook has been testing and rolling out new features from here. From the launch of Reels on Instagram, to Watch on Facebook and Payments on WhatsApp, India is playing a crucial role in the way products are being designed for the future. Facebook is currently testing Instagram Lite in India. The app, which is less than 2 MB in size, has been created to bring the core Instagram experience to people currently unfamiliar with the app.<br /><br />The platform is also giving a push to its video offerings, opening up opportunities for advertisers and businesses to get closer to their target audience, virtually.<br /><br />We recently caught up with Manish Chopra, Director and Head of Partnerships, Facebook India, to understand the organization’s areas of focus for the next year and how its working on making its offerings more accessible to users and more effective for businesses and advertisers.<br /><br />Excerpts:<br /><br /><strong>Q) You're currently testing Instagram Lite in India. What are your plans for taking it to the market? When will you launch it officially?</strong><br />Our research conducted in India to ascertain the attractiveness and comprehension of new products showed that compromised internet experience as a result of low memory phones and heavy-sized apps was a barrier. This set the context for the test of Instagram Lite, and India is a primary test country for it. The Instagram Lite app is created to bring the core Instagram experience to people who do not have an Instagram experience today. The app is made for Android and this new version has improved speed, performance, and responsiveness. The experience is similar to the core Instagram app experience, though there are some features that are not currently supported such as Reels, Shopping and IGTV. The app will be available in Bangla, Gujarati, Hindi, Kannada, Malayalam, Marathi, Punjabi, Tamil and Telugu. However, we don’t have the timing to share on when the app will be rolled out more broadly.<br /><br /><strong>Q) The pandemic led to many behavioural changes among consumers. What were some of the biggest changes you noticed during the past few months, especially in India?</strong><br />In the context of 2020, there’s been a fundamental change in digital consumption, which we’ve witnessed by the engagement we’ve seen on the Facebook family of apps. In many countries hit hardest by the virus, total messaging increased by more than 50% on WhatsApp and Messenger, in March. Similarly, in places hit hardest by the virus, voice and video calling doubled on Messenger and WhatsApp. In India, there was a 60% rise in Instagram Live views in March, on a week-on-week basis.<br /><br />Creators focused on keeping their communities informed and inspired. This began with social messages delivered through challenges like the #SafeHandsChallenge and the use of the ‘Stay Home’ sticker. It went on to keep people inspired, like Deepika Padukone and The Live Laugh Love Foundation released a Guide on Instagram that focussed on mental health. On Facebook, new Groups were formed to help people. These include groups like Mahita Nagaraj’s ‘Caremongers India’, a purely volunteer driven group providing frontline assistance ranging from cooked meals to transportation, to the needy, senior citizens, expecting mothers, and the physically challenged during the lockdown.<br /><br />A bunch of national and regional musicians, such as Armaan Malik and Lisa Mishra, performed in Live music concerts called ‘Live In Your Living Room’ to keep people entertained and people also raised funds for COVID-19 relief efforts through our platforms. We facilitated this with the launch of Facebook Fundraisers, which has an in-live donation option too, using which creators like Varun Purthy and Ashish Chanchalani raised funds as part of Facebook Social for Good Live-athon.<br /><br />The year also offered new opportunities, for instance, with short-form content, offered by new features like Reels. This has helped discover a new generation of influencers who’ve grown exponentially on Instagram. Few creators like Ankush Bahuguna and Sakshi Sindwani have also focussed on breaking stereotypes associated with gender and body types.<br /><br /><strong>Q) We saw people warm up to live videos during the pandemic, artists, musicians etc used it extensively to stay connected to their fans. What will your strategy be to make sure that people keep using your live features even once they start going out and once things get back to normal?</strong><br />Our community is at the heart of our platforms. We’re hearing them and constantly innovating. For e.g at the start of the lockdown, we saw the rise in Live’s and need from people to save that content to their IGTV and hence we introduced that feature.<br /><br />Earlier this month, we also launched Live Rooms, which gives people the ability to go live with upto three additional people on Instagram Live. With this feature, creators have more opportunities to have conversations with their communities, and to expand their reach and use cases for Live, such as starting a talk show or a podcast, hosting a jam session or co-creating with other artists, leading to more engaging Q&amp;As with those they’re going Live with, or simply hanging out with friends. This feature first was tested in India with creators, and then India was among the two countries it has launched in, ahead of a global rollout.<br /><br />Even with Instagram Lite, the context for the launch is research done in India, where people mentioned a compromised internet experience, as a result of low memory phones and heavy-sized apps. Hence Instagram Lite is less than 2MB in size and is built to deliver an Instagram experience that remains fast and reliable for more people.<br /><br />Beyond product innovation, we continue to work with public figures, creators, groups and organizations to discover opportunities where our platforms can add value to people’s lives.<br /><br /><strong>Q) How are advertisers making the most out of your Social Video offerings?</strong><br />Instagram launched a bunch of branded content updates at the end of November. These include:<br /><br /><strong>Branded content tag on Reels and Live </strong>- To help increase transparency, the Branded Content tag has launched in Reels, and will begin testing in Live in the coming weeks.<br /><strong>New creation flow for Branded content ads</strong> - Until today, Branded Content ads could only be created by promoting the existing posts from creators. Instagram is now launching a new workflow where advertisers can create Branded Content ads without the need for creators to post organically on Instagram first. Now brands have more flexibility with fewer constraints when they want to run Branded Content ads. This new process has been designed with creator control in mind - creators can approve and pause any ads published from their handle.<br /><strong>Branded Content ads in Stories </strong>- Branded Content ads in Stories can now include tappable elements, such as @mentions, location and hashtags. We want brands to have access to organic Stories’ creative that is native and authentic to the Stories experience.<br /><strong>Branded Content ads with Product Tags </strong>- We’re introducing the ability for businesses to promote branded content posts with product tags.<br /><br /><strong>Q) How are you strengthening your offerings for advertisers? How are you making sure they are able to make the most of your video offerings to connect with their audiences?</strong><br />As a company, we are deeply committed to supporting the economic recovery of both small and large businesses, and especially understand the support that small businesses need right now to recover from the crisis. As part of our $100 million global grant program to support small businesses across 30 countries, we recently announced a grant of USD 4.3 million for small businesses in India.<br /><br />More businesses are moving online as a result of the digital acceleration fueled by the pandemic, and we’re keen to make this journey seamless for them through skilling, tools, and customized support. We recently released a local offline to online SMB Guide in Hindi and English that is free and publicly available but we also proactively reached out to 9 million small businesses across the country to ensure that it reaches the businesses that need it the most. We’ve also taken several of our industry-leading digital skilling programs online to ensure seamless learning and support in these times; Our flagship program for skilling small businesses, ‘Boost With Facebook’ is now being delivered in Hindi and English through Facebook Lives.<br /><br />We have video ad solutions for all the distinct ways in which people create, connect with, and consume video. Keeping in mind the increasing time being spent on mobile phones, and the reducing attention spans, we encourage advertisers to make Thumbstoppers - short-form mobile video ads that are built for the mobile, and tell the story effectively in a few seconds. We also have In-Stream ads for videos that are longer than three minutes on Facebook. These ads enable advertisers to tell a more complex story to people who are actively engaged in watching content with sound-on. We’re also focused on developing formats that are interactive and embrace the way people want to consume in feed. That’s why we have ad solutions including Poll ads, Augmented Reality (AR) ads, Instagram poll stickers for Stories ads, and Brand Playables. Interactive Ads enable instant two-way communication and get people involved, which is a natural fit for how people, especially the youth, engage on mobile phones.<br /><strong><br />Q) Facebook has now started actively advertising in India, with the IPL as well as the Diwali ad. Why did you start advertising now, and what will your marketing strategy be going ahead?</strong><br />Consumer marketing is a relatively new strategic area of focus for Facebook and one that will significantly increase our global investment in communicating directly to consumers. Over the past year, our consumer marketing team has been focused on two important things - building trust with people who use our products and services and to build value around each of our apps.<br /><br />We launched the ‘More Together’ campaign for Facebook in India, earlier this year in March as a demonstration of our core belief that people can do more together than alone. Over the past few months, we have seen numerous instances where these stories have played out on our platform, where people can connect and come together to find and offer information, help, and support in the face of these unprecedented times. Many of these stories are on display at our first Facebook Fuel for India annual dialogue event.<br /><br /><strong>Q) Going ahead, what will your key focus areas be, to further grow your presence in India?</strong><br />One of our key agendas is to focus on providing social video experiences, through both <keyword id="4243508" type="PERSON" weightage="20" keywordseo="facebook-watch">Facebook Watch</keyword> and Instagram. Videos now make a third of all posts for Instagram in India, and India is one of the leading markets for Facebook Watch.<br /><br />Our video strategy for India is truly reflective of the width of consumer tastes in the country. We are investing in forging partnerships to bring culturally relevant, of-the-moment videos across sports, entertainment, news and lifestyle like ICC, FilmFare Awards and IIFA Awards to people. Additionally, we are also launching India-first products on Watch in line with the local consumer tastes and content preferences on the platform in response to the growing consumer affinity for video. India was among the first countries where music videos have been launched along with a music destination on Facebook Watch to enable people to view their favorite music videos and come together through music.<br /><br />We’re also listening and taking inspiration from what our community wants - and they’re telling us they want the opportunity to create and watch short-form, edited videos. Keeping that in mind, we launched Reels. The unique part of Reels is a dedicated tab, which allows people to be discovered by Instagram’s large and diverse community. We continue to innovate with IGTV too. This year, we partnered with a set of creators, such as Kusha Kapila, Arjun Kanungo and Shirley Setia for launching their own IGTV shows with original content.<br /><br />Moving forward, we will continue to invest in creating and facilitating active social viewing experiences on our platforms where the consumers can not only watch, but also have an opportunity to comment, like, share groups messages, use reactions and polls, and even hold Watch Parties; making the experience interactive and personalized.<br />

Facebook is strengthening its social video experience for its next phase of growth in India

<img class="gwt-Image" src="/photo/48066783.cms" /><br />
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If you’re a 90s kid, that lyrical tune, a gush of waterfall and bikini clad girl would surely evoke nostalgia and your heart feels with a joy whenever you remember the TV commercial. At a time when getting bold wasn’t encouraged by the audience, curving out aesthetics out of bikini has surely given Liril a high five in its marketing ambit.<br />
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And guess what the news is? The Liril girl is back, thanks to Hindustan Unilever’s strategy to relaunch its soap brand Liril.<br />
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"These are the roots of Liril. They don't change. And what we're doing is paying homage to the Liril that we all know, bringing alive the very same elements that have been part of our popular culture through time," George Koshy, general manager for personal wash category at HUL told The Economic Times.<br />
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The marble green soap brand made waves 40 years ago when model and Air India air-hostess Karen Lunel wore a swimsuit and danced under a cascade to the catchy jingle, reads the ET news report.<br />
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"It is an iconic ad in Indian memory and even newer people are interested in history if there is a back story as interesting as that of Liril. In a low-involvement category like soaps, Liril will stand out and surely gain share now," Alpana Parida, president at brand consultancy firm DY Works has told the ET.<br />
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After 1985, the brand was defined by models Pooja Batra, Preity Zinta and Deepika Padukone - each seen playing in the water and swimming under the waterfall. But they were merely shadows of the original ad.<br />
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Also, it wasn't the same after the 90s, when the lemon product was diluted with variants such as orange and icy blue, followed by a name change to Liril 2000 a decade ago.<br />
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"I feel vindicated because there are some appeals that are timeless. Freshness in a tropical country has an eternal appeal which is now being revived," Padamsee told the financial daily, adding that Liril promised a few minutes of freedom from the daily grind of the Indian housewife.<br />
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The new campaign, featuring Brazilian model Anabelle and created by Lowe, was launched on social media last week.<br />
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"'Must have taken a lot of guts to go back', was one particular response and that sums up our approach - stick to the core," said Koshy.<br />
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While the image of the lime and lemony zest soap brand and its ad may not have faded away, its market share did - falling from a high of over 14 per cent three decades ago to less than 2 per cent now - in the Rs 16,000-crore soap category.<br />
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(Image: Pinterest)<br />


Liril is back with a Brazilian girl!

<strong><br /></strong><ul><li><strong><keyword id="7162500" type="UNKNOWN" weightage="20" keywordseo="tanhaji">Tanhaji</keyword>: The Unsung Warrior has crushed the box office records ever since its release on January 10, with a whopping ₹224 crore collection in three weeks.<br /></strong></li><li><strong>Tanhaji is dominating the box office primarily because there are no films to compete against it.<br /></strong></li><li><strong>Republic Day also gave a big boost to Tanhaji’s huge growth on its third Sunday — with trade analyst suggesting earnings going up by ₹15 crore.</strong><br /></li></ul><keyword id="6354714" type="PERSON" weightage="20" keywordseo="ajay-devgn">Ajay Devgn</keyword>’s Tanhaji:The Unsung Warrior crushed the box office records with a whopping ₹224 crore collections in three weeks. It is the first film of 2020 to cross the ₹200 crore club. <br /><br />The movie which is still running to packed houses, earned ₹5.4 crore on January 24 and ₹9.5 crore on January 25. The film is on the path to become the biggest blockbuster for Ajay Devgn, beating his comic caper hit, Golmaal Again.<br /><br /><keyword id="6354713" type="PERSON" weightage="20" keywordseo="kajol">Kajol</keyword>, who also features in the film, took to instagram to express her excitement about Tanhaji’s success. She is now waiting for the box office collection to cross ₹250. <br /><br /><div type="javascript" title="Instagram" contenttype=""><cdata><![CDATA[
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font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;"> View this post on Instagram</div></div><div style="padding: 12.5% 0;"></div> <div style="display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;"><div> <div style="background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);"></div> <div style="background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;"></div> <div style="background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);"></div></div><div style="margin-left: 8px;"> <div style=" background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;"></div> <div style=" width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)"></div></div><div style="margin-left: auto;"> <div style=" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);"></div> <div style=" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);"></div> <div style=" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);"></div></div></div></a> <p style=" margin:8px 0 0 0; padding:0 4px;"> <a href="https://www.instagram.com/p/B7u7snQJJIe/?utm_source=ig_embed&amp;utm_campaign=loading" style=" color:#000; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none; word-wrap:break-word;" target="_blank">Thank you for 200 crores people .... waiting with my hands clasped for 250 now 😉 #gratitude #peoplelove #sogratefulforsomuch</a></p> <p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;">A post shared by <a href="https://www.instagram.com/kajol/?utm_source=ig_embed&amp;utm_campaign=loading" style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px;" target="_blank"> Kajol Devgan</a> (@kajol) on <time style=" font-family:Arial,sans-serif; font-size:14px; line-height:17px;" datetime="2020-01-25T06:55:12+00:00">Jan 24, 2020 at 10:55pm PST</time></p></div></blockquote>
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<br />“The collections are lopsided and it's rare for films that are lopsided to become a blockbuster but Maharashtra is simply insane at all its centres,” <a href="https://www.boxofficeindia.com/report-details.php?articleid=5851">said Boxofficeindia. </a><br /><br />The patriotic movie was declared tax-free in Maharashtra, Uttar Pradesh and Haryana after it entered the ₹100 crore club. <br /><br /><strong>Tough competition to Street Dancer 3D and Panga <br /></strong><br />Tanhaji also owes its success to little competition from new releases. Remo D’Souza’s Street Dancer 3D, released on January 24, failed to woo the audiences. The film received poor reviews — for being ‘boring’. <br /><br />“Street Dancer 3D Review: Just Watch TikTok Instead,''<a href="https://www.huffingtonpost.in/entry/street-dancer-movie-review-varun-dhawan_in_5e2ab14ac5b67d8874afbd31"> wrote</a> Ankur Pathak from HuffPost India. But Street Dancer 3D isn’t the only disappointment as Panga featuring Kangana Ranaut too minted a mere ₹12 crore on its opening weekend. <br /><br />Tanhaji also beat Deepika Padukone’s <keyword id="7140139" type="UNKNOWN" weightage="20" keywordseo="Chhapaak">Chhapaak</keyword> which also released on the same day. It earned thrice that of Chhapaak on the release day to clock in ₹50 crore for the weekend. The film is based on the life of <keyword id="2133659" type="PERSON" weightage="20" keywordseo="Tanaji-Malusare">Tanaji Malusare</keyword>, the military leader of Maratha king Chhatrapati Shivaji army. <br /><br /><strong>The winning formula of patriotism </strong><br /><br />The Republic Day weekend also gave a big boost to Tanhaji’s footfalls on its third Sunday. For the weekend, it might have earned as much as ₹15 crore, say analysts. According to s<a href="https://timesofindia.indiatimes.com/entertainment/hindi/bollywood/news/heres-why-ajay-devgn-and-saif-ali-khans-period-drama-tanhaji-the-unsung-warrior-is-a-phenomenal-success-senior-trade-analyst-shares-his-view/articleshow/73651366.cms">enior trade analyst Taran Adarsh</a>, the historical plot of the film clubbed with brilliant performances aided its remarkable run. <br /><br />Patriotism has become a superhit formula for Bollywood. In 2019, <keyword id="71431" type="CITY" weightage="20" keywordseo="Uri">Uri</keyword>: the surgical, based on the fictional account of a covert operation by the Indian army, also earned a whopping ₹342 crore. <br /><br />Aditya Dhar, director of Uri, believes that patriotic fervour <a href="https://www.bbc.com/news/av/entertainment-arts-50577448/the-success-of-india-s-patriotic-movies">played a big role in its success. </a> “As long as it's a patriotic film and as long as the story is great, it will work,” <a href="https://www.bbc.com/news/av/entertainment-arts-50577448/the-success-of-india-s-patriotic-movies">he told BBC. </a><br /><br />Another patriotic film that won the hearts of the audience was Mission Mangal featuring Akshay Kumar and Sonakshi Sinha. The fictional film is based on India’s ambition mission to Mars, and earned ₹209 crore. <br /><br />See also: <br /><a href="https://www.businessinsider.in/entertainment/news/pvr-and-inox-are-all-set-to-rise-ticket-prices-but-for-the-first-time-in-2-years/articleshow/73520251.cms">PVR and Inox are all set to rise ticket prices — but for the first time in 2 years</a><br /><a href="https://www.businessinsider.in/entertainment/news/weekend-watchlist-the-top-shows-on-netflix-amazon-prime-and-other-streaming-services/articleshow/73572808.cms">Weekend Watchlist: The top shows on Netflix, Amazon Prime, and other streaming services</a><br />

Tanhaji wins the third weekend battle too — as Street Dancer 3D and Panga fail to put up a fight

<ul><li><strong><keyword id="3820" type="PERSON" weightage="20" keywordseo="Mukesh-Ambani">Mukesh Ambani</keyword> stepped out on the terrace of his $1 billion home Antilia, to ring a bell and thank all those people working in essential services. <br /></strong></li><li><strong>Industrialist Anil Agarwal, who pledged ₹100 crore towards fighting the pandemic, also rang a plate. <br /></strong></li><li><strong><keyword id="55796" type="PERSON" weightage="20" keywordseo="Kiran-Mazumdar-Shaw">Kiran Mazumdar Shaw</keyword>, the richest woman in India and the CEO of Biocon was also posted a picture where she was ringing a bell to appreciate the Coronavirus fighters.<br /></strong></li></ul>As the clock struck 5 pm on March 22, millions of people — who were observing a self-regulated curfew in India — came out of their balconies with bells, conches and plates to give a shoutout to all those who continue to work during the crisis. <br /><br />PM Narendra Modi in his address to the nation on March 19, urged people to stay indoors and observe a ‘<keyword id="1814675" type="PERSON" weightage="20" keywordseo="Janata-Curfew">Janata Curfew</keyword>’ on March 22 to prevent the spread of COVID-19. He also requested people to thank those who are fighting the Coronavirus by stepping out to windows and balconies. <br /><br />Among those Indians who acknowledged their PM’s appeal, include top industrialists like Mukesh Ambani, <keyword id="46425" type="PERSON" weightage="20" keywordseo="Anand-Mahindra">Anand Mahindra</keyword>, Anil Agarwal and Kiran Mazumdar Shaw. <br /><br /><strong>Mukesh Ambani, the chairperson of <keyword id="6355199" type="COMPANY" weightage="20" keywordseo="reliance-industries">Reliance Industries</keyword> </strong><br /><br />
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Follow➡️ @swxpnil_511k Follow➡️ @nitaambani9 . . . #jio #jiofiber #ambani @reliancejio launch #viratkohli @virat.kohli @anushkasharma #NitaAmbani #AkashAmbani #MumbaiIndians #IPL #misquad2020 #MIPaltan #india #NitaAmbani #MukeshAmbani #ShahrukhKhan #AnantAmbani #IshaAmbani #nitaambani #mukeshambani #jio #reliancefoundation #reliance #radhikamerchant #anantambani #shlokamehta #akashambani #akustoletheshlo #ishaambani #anandpiramal #ishawedsanand #antilia #india #rich #ambani #bollywood #rich #mukeshambani #nitaambani #ishaambani @iamsrk @beingsalmankhan @aishwaryaraibachchan_arb @nitaambani9 @deepikapadukone @aliaabhatt @priyankachopra</a></p> <p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;">A post shared by <a href="https://www.instagram.com/nitaambani9/?utm_source=ig_embed&amp;utm_campaign=loading" style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px;" target="_blank"> NITA AMBANI</a> (@nitaambani9) on <time style=" font-family:Arial,sans-serif; font-size:14px; line-height:17px;" datetime="2020-03-22T18:19:59+00:00">Mar 22, 2020 at 11:19am PDT</time></p></div></blockquote> <script async src="//www.instagram.com/embed.js"></script>
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<br />Mukesh Ambani stepped<a href="https://www.businessinsider.com/antilia-mumbai-most-expensive-house-mukesh-ambani-2012-5?IR=T"> out on the terrace of his $1 billion home Antilia</a>, to ring a bell and thank all those people working in essential services. He was accompanied by other members of his family and staff.  Ambani is among the top 5 billionaires in the world who lost the most in the last 40 days. The deadly Coronavirus has wiped out nearly half his wealth after a fall in crude oil prices crashed the global stock market. <br /><br /><br /><strong>Anil Agarwal, founder and chairperson of Vedanta Group<br /><br /></strong>
	
	
	<div type="twitter" handle="AnilAgarwal_Ved" handlename="Anil Agarwal" image="http://pbs.twimg.com/profile_images/882617872593424385/SNPJWl5v_normal.jpg" favoritecount="57611" retweetcount="14471" status="I am committing 100 cr towards fighting the Pandemic. #DeshKiZarooratonKeLiye is a pledge that we undertook &amp; this… https://t.co/RO2gmG4tF5" createdat="1584877622000" id="1241692860359102464"></div>







<br />Industrialist Anil Agarwal, who runs the Vedanta group, joined Jack Ma and Bill Gates in donating for the cause. He pledged ₹100 crore towards fighting the pandemic. “Many people are facing uncertainty and I’m especially concerned about the daily wage earners, we will do our bit to help,” he tweeted. <br /><br /><strong>Kiran Mazumdar Shaw, CEO and managing director of Biocon </strong><br /><br />
	
	
	<div type="twitter" handle="kiranshaw" handlename="Kiran Mazumdar Shaw" image="http://pbs.twimg.com/profile_images/815537398444654592/o67mUQoz_normal.jpg" favoritecount="17813" retweetcount="1375" status="My small applause for our saviours of the COVID19 outbreak 🙏👏👏 https://t.co/9mvCuuIWII" createdat="1584880219000" id="1241703755889827841"></div>







<br />Kiran Mazumdar Shaw, the richest woman in India and the CEO of Biocon was also seen ringing a bell to appreciate the Coronavirus fighters.  <a href="https://www.newindianexpress.com/cities/bengaluru/2020/mar/23/stay-safe-kiran-mazumdar-shaw-on-stopping-third-stage-of-coronavirus-in-india-2120236.html">Shaw in her article in the New Indian Express </a>asked people to stay at home and seek medical attention if they feel unwell. <br /><br /><br />“It is critical for each one of us to take the responsibility of preventing India from slipping into the third stage of the Covid-19 pandemic, in which transmission affects the community as a whole,” she said. A day before the Janata Curfew,<a href="https://twitter.com/kiranshaw/status/1241703755889827841"> Shaw took to Twitter to urge the Indian</a> government to procure more ventilators. <br /><br /><strong>Anand Mahindra, Group chairperson Mahindra &amp; Mahindra </strong><br />
	
	
	<div type="twitter" handle="anandmahindra" handlename="anand mahindra" image="http://pbs.twimg.com/profile_images/1053583782584807425/-7IRmY5u_normal.jpg" favoritecount="71351" retweetcount="12902" status="I will be on my balcony with my family and we will applaud our unsung heroes without pause for the  entire 5 minute… https://t.co/zX0maCWvv4" createdat="1584643211000" id="1240709672866177025"></div>






<br />Mahindra group chairman Anand Mahindra took to Twitter on Sunday to announce a series of measures, including production of ventilators at Mahindra's factories, to fight the outbreak.He claimed that going by various reports from epidemiologists, it is highly likely that India is already in the stage 3 of the novel Coronavirus transmission.<br /><br />Many celebrities including Deepika Padukone, the <keyword id="16448" type="PERSON" weightage="20" keywordseo="Bachchan-family">Bachchan family</keyword>, Varun Dhawan, <keyword id="3778" type="PERSON" weightage="20" keywordseo="Karan-Johar">Karan Johar</keyword> also came out on their balconies to give a shoutout to relentless healthcare workers and other aiding essential services. <br /><br />See also: <a href="https://www.businessinsider.in/searchresult.cms?query=coronavirus&amp;sortorder=score">Check the latest stories on coronavirus on Business Insider India.</a><br />

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