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<ul><li>Furnishing retailer <keyword id="199952" type="General" weightage="100" keywordseo="pottery-barn" source="Orion">Pottery Barn</keyword> opened its first physical store in September 2022. </li><li>It signed actor <keyword id="598" type="General" weightage="80" keywordseo="deepika-padukone" source="Orion">Deepika Padukone</keyword> as its brand ambassador, to promote its international expansion and co-create a collection. </li><li>IKEA and West Elm too have opened their stores in India. </li></ul>US-based home furnishings retailer Pottery Barn which launched in India in July this year, signed on actor Deepika Padukone as its brand ambassador on Friday. The Williams-Sonoma brand, known for its sustainable and high-quality products launched its products digitally in India in July 2022. It also opened its first retail store in September at the Ambience Mall in Vasant Kunj, Delhi. Padukone will also promote the brand’s international expansion as a brand ambassador, and also help co-create a collection for Pottery Barn, said the company. “Through our collaboration launching in 2023, customers will have the opportunity to bring Pottery Barn’s coveted designs infused with Deepika’s signature style into their own homes,” said Monica Bhargava, chief design officer, Pottery Barn. Pottery Barn isn’t the first global chain to trade its sights on India. In 2018, Swedish furniture giant IKEA entered India and now has five stores across Mumbai, Bangalore and Hyderabad. In 2021, Brooklyn-based West Elm, in partnership with Reliance Stores, also opened its stores in India - starting with Mumbai. Interestingly, both West Elm and Pottery Barn fall under the umbrella of Williams-Sonoma. Deepika is also not the first Indian celebrity that Pottery Barn has partnered with, either. In 2016, the furnishing chain <a href="https://blog.potterybarn.com/introducing-sabyasachi-pottery-barn/">collaborated </a>with Indian designer Sabyasachi to “to create a collection of global, vintage-inspired decor that draws up on his design duality of maximalism and minimalism.” Headquartered in San Francisco, California, Pottery Barn also offers customers complimentary Design Crew services, comprising a dedicated team of interior design experts. It also operates company-owned stores in the United States, Canada and Australia. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/startups/article/top-10-funded-business-models-in-2022-in-india/slidelist/96103212.cms">Online test prep to food delivery, Tracxn lists top 10 funded business models in 2022</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/sports/news/india-vs-austraila-women-cricket-series-schedule-squads-venue-and-live-streaming-details/slidelist/96102659.cms">India vs Australia women's cricket series: check schedule, squads, and live streaming details here</a>

Pottery Barn signs Deepika Padukone as its brand ambassador

<ul><li>The central sector of the Indian <keyword id="395894" type="General" weightage="80" keywordseo="sundarban-biosphere-reserve" source="Orion">Sundarban biosphere reserve</keyword> is hyper-saline.</li><li>No freshwater discharge is coming from the upstream area and this part is receiving only the tidal water of the Bay of Bengal.</li><li>The salinity in the water of the area is increasing since the early 1980s.</li></ul> <keyword id="15741080" type="General" weightage="80" keywordseo="bibhas-mondal" source="Orion">Bibhas Mondal</keyword>, a farmer of West Bengal's Hasnabad <keyword id="6359876" type="General" weightage="50" keywordseo="gram-panchayat" source="Orion">gram panchayat</keyword>, stopped agricultural work two years ago as Cyclone Aamphan of 2020 inundated the area in the Sundarban Biosphere Reserve with saline water making land unfit for cultivation. Shikha Mondal, another resident of Khapukur village, purchases drinking water from a local treatment plant as tube wells only lift saline water for the same reason. The salinity of the underground water they get from tube wells is 5 PSU (Practical Salinity Unit) while the ideal should be zero PSU, marine scientist Prof Abhijit Mitra told PTI. Many people like Bibhas Mondal and Shikha Mondal who are facing the problems have raised these issues with Chief Minister <keyword id="43868" type="General" weightage="80" keywordseo="mamata-banerjee" source="Orion">Mamata Banerjee</keyword> when she visited their village in North 24 Parganas district last week. <keyword id="20420" type="General" weightage="80" keywordseo="banerjee" source="Orion">Banerjee</keyword> directed the district authorities to address their problems. Her government also has plans to create a new district, Sundarbans, and the affected area will be included in it. "We have no drinking water. There is also no (proper) water to cultivate our land. All land has been damaged by the saline water following Cyclone Aamphan in 2020. We want Mamata Banerjee to solve these problems.... We do not want anything else," Sikha Mondal told PTI. The cyclone barrelled through the coastal districts of the state on May 21 two years ago, killing at least 12 people, uprooting thousands of trees, blowing up shanties and swamping low-lying areas. The villagers also have to buy 20 litres of water for Rs 10 from the treatment plant and a family has to shell out around Rs 1,500 a month for drinking water. "The amount is high for us... it is not affordable. We want the administration to address this issue," Sikha Mondal said. Some people in the village are forced to drink saline water. Consumption of such water for a long time is likely to bring a number of health issues. As the land has become unfit for agriculture in Hasnabad, Bhowanipur and Barunhat blocks under Basirhat sub-division, many people are now trying their hand at shrimp farming for a living. "We have no work now. The land has been spoiled by the saline water and we are now trying to earn by shrimp cultivation," Bibhas Mondal said. Villagers stated that they have informed the matter to the local <keyword id="28100" type="General" weightage="50" keywordseo="mla" source="Orion">MLA</keyword>, but there has been no help. Mihir Adhikary, a local leader of the ruling Trinamool Congress, also talked about these problems faced by the people. "We have been requesting the leaders to give us some respite, but there has been no response from anybody. The district administration has been doing nothing. Now, we have told Mamata Banerjee, and she has assured us of help," Bibhas Mondal told PTI. "I've heard about your water-related problems. We are trying to solve it. We will connect all households in West Bengal with tap water by 2024," the chief minister said. Banerjee who distributed saris and blankets among the villagers also said that the state government is working on a masterplan for the overall development of Sunderbans. Some of the women even expressed unhappiness with Banerjee's gift of saris. "What will I do with this sari? We need proper water to drink and cultivate the land. These are affecting our lives," a homemaker who did not wish to be identified told PTI. Expressing concern over the issue, marine scientist Dr Abhijit Mitra said that the salinity in the water of the area is increasing since the early 1980s, especially in the central part of the Indian Sundarbans region. The central sector of the Indian Sundarban biosphere reserve is hyper-saline. No freshwater discharge is coming from the upstream area and this part is receiving only the tidal water of the Bay of Bengal, the Calcutta University teacher said. "The salinity in water in this zone has been increasing but the rise gained momentum since 2009 after Cyclone Aila hit West Bengal. Now, there is around 20gm of salt in one litre of water which is unthinkable for agriculture," he said. However, the situation in the eastern sector of the biosphere, in which the village falls, is not so bad. Talking on condition of anonymity, a senior state government official said that the administration is working hard to address every issue in that area. "Things are not that bad as it has been said. We are working very hard for the overall development of the Sundarbans and its surrounding area," the bureaucrat said. Septuagenarian villager Sushil Mondal is keeping his fingers crossed. "The chief minister has assured us of ending our water problems. Something will definitely happen," he said. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/news/deepika-padukone-signed-as-brand-ambassador-of-furnishing-retailer-pottery-barn/articleshow/96104849.cms">Pottery Barn signs Deepika Padukone as its brand ambassador</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/stock-market/news/snapdeal-drops-1250-crore-ipo-plan-citing-prevailing-market-conditions/articleshow/96104961.cms">Snapdeal drops ₹1,250 crore IPO plan citing 'prevailing market conditions'</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/startups/article/top-10-funded-business-models-in-2022-in-india/slidelist/96103212.cms">Online test prep to food delivery, Tracxn lists top 10 funded business models in 2022</a>

Saline groundwater in Sundarbans makes people buy drinking water, quit farming

<ul><li><keyword id="12251305" type="General" weightage="100" keywordseo="nua" source="Orion">Nua</keyword>, a direct-to-consumer wellness brand that came into existence in 2017, has already built a community of 4 lakh women.</li><li>Nua started its journey by introducing <keyword id="584042" type="General" weightage="20" keywordseo="sanitary-pads" source="Orion">sanitary pads</keyword>, followed by a range of innovative products such as Cramp Comfort, Foaming Intimate Wash, and 1mm Everyday Liners. All these products have been launched after having a one-on-one conversation with consumers on Instagram.</li><li>In its last investment round, it raised $7.1 million and added <keyword id="598" type="General" weightage="20" keywordseo="deepika-padukone" source="Orion">Deepika Padukone</keyword> as an investor who is now working closely with Nua to ideate and create new wellness solutions.</li><li><keyword id="12251306" type="General" weightage="20" keywordseo="ravi-ramachandran" source="Orion">Ravi Ramachandran</keyword>, CEO, and Founder, Nua talks to us about brand's journey so far, how community marketing has helped the brand carve a niche in the market, why there’s a need for long-term engagement at the core of women’s wellness, and a lot more.</li></ul>Menstruation has historically been a taboo subject in India. The word ‘Period’ is usually uttered in hushed voices and years of social conditioning has built a culture of silence around what is a normal biological process. Women are used to buying sanitary pads off the shelf, covered in black plastic, without having a chance to read the packaging and decide whether that particular pack of pads actually caters to their needs or not. In the advertising and marketing world, menstruation has always meant a cis-gendered woman in white pants conquering the world with blue liquid dripping on her cotton strips. Therefore, there was an urgent need for a brand that could actively change this narrative, include non-binary people in their campaigns to help minimise dysphoria among AFAB (Assigned Female At Birth) people who are not women, challenge existing superstitions around menstruation and encourage menstruators to talk about their sexual wellness openly. Enter Nua, a wellness brand that has managed to carve a niche for itself by simply having an open, candid conversation with menstruators. Nua engages with its audience one-on-one on Instagram and offers advice on their health issues. It wanted to provide a platform where menstruators feel they are heard without being put in a box and provide solutions in return, specific to their individual needs. Even Nua’s products are born out of insights gathered from its community of over 4 Lakh women. The direct-to-consumer (D2C) business model also allows Nua to connect directly with its customers and maintain control over product development, marketing and distribution. Ravi Ramachandran, CEO and Founder, Nua told us that the brand was born to give the women's wellness category a new beginning, as the name ‘Nua’ suggests. Its story began with a pad and the brand soon realised there’s a need for safe and effective products that goes beyond just pads. Nua asked the women in its community to tell them what they were looking for and launched Cramp Comfort (self-heating patch), Foaming Intimate Wash, 1mm Everyday Liners and <keyword id="1675549" type="General" weightage="20" keywordseo="uplift" source="Orion">Uplift</keyword> (period nutrition drink mix). “We believe that our Sanitary Pads, Cramp Comfort (India’s first unique self-heating patch), Foaming Intimate Wash, 1mm Everyday Liners, and Uplift (period nutrition drink mix) are made by us but are created by our community of over 4 Lakh women who wanted to start a new and improved wellness journey. Our ability to co-create solutions with our community of over 4 lakh women is, what we believe, sets us apart. We are always listening to what our community has to say, especially things that bother them, and this translates into new product development. With menstrual cramps being a big pain point, we created India’s first revolutionary self-heating patch for menstrual cramps known as ‘Cramp Comfort’. Recently, we launched a period nutrition drink mix ‘Uplift’. 100% safe, effective, and made of inclusive ingredients, Uplift is a result of insights gathered from the Nua community and worked upon through extensive research in labs to address the issue of period fatigue. In addition to these period care products, we also offer hygiene products such as Foaming Intimate Wash and Everyday Liners,” said Ramachandran. When you start following Nua on Instagram, the page sends you a message and Ramachandran told us that 80-90% of the time, customers respond to their questions. In 24 hours, Nua gets even up to 25,000 responses on Instagram. Its team responds to each query personally. <div type="image" title="57c50ec6-ec3f-42b0-b7c3-855c40f65448" msid="86794187" hostid="261"></div> “Social media has played a major role in allowing us to interact with our consumers and understand their purchase patterns and requirements. Our approach has, and will always be, to keep the community at the heart of everything we do. We want women to feel safe, seen, and heard. Today, we have a strong community of over 4 lakh women across our social media channels. We focus on holistic content based on our conversations with them, we have sessions with experts, and also provide a platform for women to engage and learn more about a wide range of wellness aspects - mental, physical, sexual. Moreover, we are always listening to what our community has to say, especially things that bother them, and this also translates into new product development,” Ramachandran told Ad and Media Insider. On the back of its community, D2C model and unique marketing strategy, Nua aims to grow 4x by the end of this fiscal. Sharing his larger vision for the brand, Ramachandran said, “Our mission is to build holistic solutions in solving real problems and focus on being customer-first. The market for women’s wellness is massive as several large opportunities remain unsolved. Over the next 12 months, we are poised to grow 4-5x on the back of new products, tech-enabled solutions, and foray into adjacent categories.”

How Nua is using community marketing to change the conversation around menstruation and wellness

<ul><li>OZiva, an active plant-based nutrition brand, has already crossed an annual revenue run rate of Rs 100 crore.</li><li>We speak to <keyword id="3306710" type="PERSON" weightage="20" keywordseo="Aarti-Gill">Aarti Gill</keyword>, Co-founder, OZiva to find out what has worked in the company's favour, goals for this year and how can brands help to improve the state of nutrition in India through advertising and marketing.</li></ul>OZiva, a home-grown plant-based nutrition company, has already crossed an annual revenue rate of Rs 100 crore in five years of its existence. While the past two years have been difficult for all kinds of startups, COVID has nudged Indians to keep a check on their day-to-day nutrition intake and helped OZiva to stay afloat. Telling us how the brand has tweaked its marketing strategy to spread more awareness around the importance of nutrition during COVID, Aarti Gill, Co-founder, OZiva said, “We have been concentrating on introducing products that meet the need of the hour. Immunity being the biggest concern for consumers across the country, we have introduced plant-based OZiva Bettr.C+ which contains plant-based vitamin C that can help support your immunity. Our entire range of plant-based vitamins and minerals are focussed on building immunity and providing holistic nutrition. We all are going through difficult times and we believe it’s more important than ever to take charge of your health. Through our content, we are aiming to provide helpful and relevant information through experts (for eg: breathing exercises for better lung capacity, Yoga Asanas that can help strengthen our immune system, etc.)” OZiva has also roped in Deepika Padukone as its brand ambassador this year. According to Duff &amp; Phelps, with a value of $50.4 million, Padukone is the fifth most-loved celebrity in India. The actress usually is said to charge around Rs <a href="https://www.filmfare.com/news/bollywood/heres-how-much-deepika-padukones-brand-value-is-worth-42972.html#:~:text=According%20to%20a%20report%20in,3%20day%20long%20ad%20shoot.">8 crore for a 3 day</a> long ad shoot. <div type="Youtube" id="A1cYvKoHt-s" title="Deepika Padukone joins OZiva Family | #HarTarahSeBetter | Certified Clean Plant-Based Nutrition" thumbUrl="https://i.ytimg.com/vi/A1cYvKoHt-s/mqdefault.jpg"></div> “Deepika Padukone is the perfect embodiment of our values of striving to be better in every way and adopting a holistic approach towards overall health, physically and mentally. Our philosophy of ‘har tarah se a better you’ resonates well with Deepika who has been extremely vocal about balancing physical and mental health. It is important to have clean nutrition along with maintaining physical health and mental wellbeing. And this association is the next pivotal step in our efforts to spearhead a national health revolution,” said Gill. An ASSOCHAM report released in 2018 predicted that the Indian nutraceuticals market is expected to grow from $4 billion in 2017 to $18 billion in 2025. It is due to this growing demand for nutrition-based products that OZiva has hit the Rs 100 crore revenue mark. Spilling the secret sauce that has helped in its success, Gill said, “While our goal was quite well-defined - it took us sometime to figure out the right business model in this space. I believe the first 2-3 years were like a learning experience where we tried out multiple things and failed at most of them. But those years were laying the foundation of where we are today. There are multiple reasons that have helped us grow like having the right team, investing in R&amp;D (a must in the consumer health segment) and most importantly listening to the consumers. If your offering can manage to solve a problem or makes someone’s life easier, then you definitely have the potential to grow leaps and bounds.” <cmsannotation type="cmsannotation" annotationid="State of nutrition in India" text="State of nutrition in India">State of nutrition in India</cmsannotation> Nutrition can be used as a yardstick to measure a country’s overall development and progress. However, the United Nations ‘The State of Food Security and Nutrition in the World’ report highlights how there are 189.2 million undernourished people in India. It also said that our country is likely to miss the 2025 global nutrition targets. OZiva is the first nutrition brand in India to be certified clean and receive the Purity Award and Pesticide Free certificate from the US-based Clean Label Project. Gill claims that only about 100 brands across the world out of more than 10,000 brands that CLP has tested so far, have passed the criteria for Purity Award. It is only in 2021 that we finally have a start-up that is considered clean and pure in India’s nutraceuticals market as per global standards, which reflects how poor the state of the industry is and why quality control is one of the major concerns plaguing the health and nutrition vertical. Telling us why other Indian nutraceutical brands and conglomerates have failed to provide pure products so far, Gill said, “The market in India is replete with numerous companies selling dubious products with low-quality ingredients. It is true that being the first and foremost brand in India to be certified clean, pure and free from pesticides is both gladdening and sad at the same time. A lot of companies also seek to benefit from the low levels of consumer awareness and knowledge in terms of ingredient quality and their sourcing. Another reason is that many low quality or unhealthy ingredients don’t affect the body immediately but turn harmful to the body over a period of time. For eg., certain artificial sweeteners that are used in certain foods can be harmful to the body if consumed for a long period of time. So consumers sometimes oversee these factors or think it might not cause enough harm. Hence companies continue to use such unhealthy ingredients in their products. The guidelines for clean labelling is still in its nascent stage in India which has further made it easier for companies to take undue advantage of the same. By raising the benchmarks for purity in India, we hope to bring about a change in the way ‘clean nutrition’ is perceived in the country.” To improve the state of the nutrition industry further, Gill said that consumers should be encouraged to ask the right questions around the food label, ingredients -- leaving brands with no choice but to step up. “We also need to raise the benchmark of quality. FSSAI or Ayush license is just the first step for any food and nutrition brand. It’s important to analyse various quality parameters such as heavy metals, toxicity etc to ensure the products meet the global standards of purity. We need to also invest in upgrading the testing machines. When we were going for Clean Label certification, we realized many parameters in India are tested on parts per million whereas the global standard is testing on parts per billion. We had to send our test samples to Germany and the US to ensure our products meet the testing standards defined on a global level. If we are able to take the necessary steps in the above direction, our future generations will be eating far more cleaner products than we are,” said Gill. There's a lack of awareness and understanding in India when it comes to getting the right nutrition from food, especially among women. According to the National Family Health Survey 2019-20, in most states and union territories of India, more than half the children and women are anemic. However, after COVID, people are becoming more conscious as they are considering their daily lifestyle and taking a more holistic approach by purchasing items that might help strengthen the immune system naturally. Gill told us how OZiva is educating consumers about getting the right nutrition through its marketing and advertising channels. She shared, “Our brand’s purpose is to empower consumers with the right information and right nutrition so that they can lead a clean, holistic life. Our communication, hence emphasizes on providing information backed with research and data. For eg: Vitamins and Minerals are an extremely huge category in India. However, most of the supplements available in the market are synthetically produced. Plant-based vitamins and minerals provide better absorption compared to synthetic counterparts and hence is highly recommended. There are multiple research papers that support this finding. Our range of ‘Bettr’ vitamins and minerals are 100% plant-based that provides consumers maximum goodness from consumption of the same. Our communication around this series focuses on the importance and relevance of better absorption and how it is beneficial to the body. We believe that with the right information, we will be able to help consumers slowly and steadily move to a healthier lifestyle.” <cmsannotation type="cmsannotation" annotationid="Vision for the brand" text="Vision for the brand">Vision for the brand</cmsannotation> “Being a clean, plant-based nutrition company has worked in OZiva’s favour. We have seen a 4X growth in the last 12 months which is driven by more and more consumers adopting a holistic and clean lifestyle. Clean, plant-based nutrition offers complete wellbeing and multiple benefits like better immunity and overall fitness. We expect continued growth for plant-based nutrition and products in the coming months too as I feel it's now time that people realize clean products are not a good to have but an important part of our daily lifestyle. We are aiming for 3-4X growth this FY too,” said Gill Gill also told us that the company started with a vision to empower 100 million people to be healthier and better. Now, it is investing in Health 2.0, which is driven by a more proactive consumer who takes control of their health and wellness decisions. This could eventually bring down the healthcare cost and create a positive impact on the society.

After crossing an annual revenue run rate of Rs 100 crore, nutrition brand OZiva eyes 4X growth this year

<ul><li>Ever since the pandemic and the resulting lockdown, Havells has changed its marketing strategy, instead of having a fixed annual budget and plan, the brand now has a flexible, rolling marketing plan, to be able to target audiences and geographies based on the changing day-to-day situations.</li><li><keyword id="821446" type="PERSON" weightage="20" keywordseo="Amit-Tiwari">Amit Tiwari</keyword>, Vice President, Marketing, <keyword id="116610" type="DOMAIN" weightage="20" keywordseo="Havells-India">Havells India</keyword> tells us about the brand's marketing strategy and its areas of focus for the next few quarters. </li></ul>For the last one year, brands have been working on minimizing the impact of the pandemic and the resultant lockdown on their organizations. For most, agility and adaptability has been the answer to the lockdown. Most brands that have been able to adapt to the dynamically changing conditions of the world we live in, have been able to cope well. For electrical equipment company Havells India Limited that manufactures fans, home and kitchen appliances and lights, amongst other things, the strategy has been to keep their marketing plans open. The brand has been following the LAM strategy, which stands for <keyword id="11143432" type="UNKNOWN" weightage="20" keywordseo="local-area-marketing">local area marketing</keyword>. Instead of keeping aside an annual marketing budget, the brand has been working on smaller, much targeted campaigns that have helped it gain more efficiency and come up with campaigns that are both more impactful and get them more ROI. Considering the uncertainty of the times we live in, the strategy has worked well for the brand, Amit Tiwari, Vice President, Marketing, Havells India tells us. “Before Covid hit us, we used to have an annual marketing plan. But last year, we decided to come up plans every 3 or 6 months. Today, with how things are, it is difficult to predict how things will be a few weeks from now and for most marketers, having a rolling plan makes more sense. Things are changing on a day-to-day basis so having a fixed budget is difficult,” he said. However, how difficult do the present circumstances make the life of a marketer, who usually work on a fixed budget set aside for marketing? “More than a challenge, I feel it is an opportunity of changing yourself and also rebooting your system so that you're ready for the future. There is a framework called local area marketing (LAM). For example, despite not being able to work on a national plan, there could be certain geographies where talking to our consumers could be possible. There are different markets that have different challenges, some might have moderate challenges while some might have no challenges. We look for such opportunities, so that we are able to reach out to targeted audiences in those geographies. This gives marketers a chance to reboot. You can pick and choose where you want to take your communication because you can get your marketing budget back but you cannot get your summer and the season back,” he explained. In terms of communication, the brand has come up with a campaign for Lloyd ACs and refrigerators, featuring <keyword id="598" type="PERSON" weightage="20" keywordseo="Deepika-Padukone">Deepika Padukone</keyword> and <keyword id="106133" type="PERSON" weightage="20" keywordseo="Ranveer-Singh">Ranveer Singh</keyword>. It also came up with its Feeling Fan campaign for its IoT-enabled ceiling fans. The task at hand has been to talk about the strengths of each of the products, to break the clutter in the segment. The brand is also making the most out of <keyword id="6354312" type="COMPANY" weightage="20" keywordseo="IPL">IPL</keyword> to make sure it is able to reach out to masses. <div type="Youtube" id="Pz0HZIXxksA" title="Lloyd Refrigerator I Uniform Cooling For Long-Lasting Freshness | Hindi | 45 Sec" thumbUrl="https://i.ytimg.com/vi/Pz0HZIXxksA/mqdefault.jpg"></div> <div type="Youtube" id="h4AHt5MkBG0" title="Lloyd Grande Heavy-Duty AC | Hindi | 60 Sec" thumbUrl="https://i.ytimg.com/vi/h4AHt5MkBG0/mqdefault.jpg"></div> <div type="Youtube" id="7Fh6oaaq_5A" title="Havells Ceiling Fan TV Commercial Video | Best Smart Ceiling Fan" thumbUrl="https://i.ytimg.com/vi/7Fh6oaaq_5A/mqdefault.jpg"></div> “From a communication perspective, we have always believed in purpose-led advertising. Our last three communications are about the purpose of our products in our consumers’ lives. For instance, our fan commercial talks about simple facts: that it’s a child’s play to operate the technology. Whenever we come out with a communication, we want the consumer to feel that they are a part of it. Before thinking like a marketer, I think like a consumer. If you are able to have a clear narrative, I believe it helps break the clutter,” Tiwari added. On why it decided to invest on IPL this year after having taken a break last year, he said, “A lot of TV channels have been running out of fresh content because they haven’t been able to shoot. And almost 89-90% of India is single TV household. So owing to the dearth of content currently, from an individual male-centric viewing, IPL has become more of a family viewing experience. So as a brand, it works brilliantly for us because we are on a property that has one of the highest impact and viewership multiply manifolds.” The brand has launched three new products and three communications this year. “This year, by design we launched the products because as a brand, we wanted to come back. So this year, we wanted to craft a communication that we felt would have a much higher impact both from an individual brand as well as the mother brand perspective,” he added. The brand had also come up with an Online to Offline model where it is helping connect consumers with distributors and dealers to simplify a consumer’s journey. “Consumers are looking us up on different marketplaces so we have been focusing a lot on creating our online stores on these different e-commerce platforms,” said Tiwari. On what his focus as a marketer going ahead is going to be, Tiwari said, “The first thing is to be ready about the uncertainties of the future. You have to get out of the planning mode and have to make sure that you are ready for any market under any situation or circumstances. The future is all about adaptability and accessibility and that is what will help a marketer succeed in this new world.”

How the ‘local area marketing’ strategy has been working in favor of Havells India in these uncertain times

Modelling has always been a well-defined route to <keyword id="143" type="CITY" weightage="100" keywordseo="Bollywood">Bollywood</keyword>. Walking the ramps for well-known designers, appearing in music videos and brand commercials has time and again proven to be useful in bringing yourself in the eyes of Bollywood’s producers on the lookout of fresh talent. This is the reason why several of Bollywood’s A-listed celebrities can boast of modelling as their background. 
 
Today, we present to you some photographs of popular Bollywood celebrities, back from their modelling days. See how different they used to look in comparison of today. 
 
Have a look! 
 
<a href="http://i1.whatsmovingindia.com/sites/default/files/b2_opt_1.jpg">Image Source</a>

This is what famous Bollywood actors looked like in their modelling days

<keyword id="143" type="CITY" weightage="40" keywordseo="Bollywood">Bollywood</keyword> beauties and <keyword id="6356028" type="COMPANY" weightage="40" keywordseo="Sports">sports</keyword> stars have always been fascinated by each other! Their paths often cross; they fall for each other at times and also part ways. Here’s a look back at some of the most talked-about link-ups when Bollywood divas clean bowled the sports stars. 
 
1. <keyword id="6357860" type="PERSON" weightage="40" keywordseo="Anushka-Sharma">Anushka Sharma</keyword> &amp; <keyword id="6354486" type="PERSON" weightage="40" keywordseo="Virat-Kohli">Virat Kohli</keyword> This is the hottest talk of the town right now! Of late, the two have been spotted together on many occasions. From walking hand in hand in <keyword id="22501" type="COUNTRY" weightage="40" keywordseo="New-Zealand">New Zealand</keyword> to Virat coming to Anushka’s place after the last series – there are plenty of incidents to hit the headlines recently. While Anushka prefers to call Virat ‘just a friend,’ the <keyword id="1520" type="POSITION" weightage="60" keywordseo="Cricketer">cricketer</keyword> proves there’s more to it by coming to her rescue on the recent lip surgery issue. Will they <keyword id="15263" type="PERSON" weightage="40" keywordseo="Seal">seal</keyword> this relationship with matrimony? Let’s wait and watch. 
 
2. Anushka Sharma &amp; <keyword id="14587" type="PERSON" weightage="40" keywordseo="Suresh-Raina">Suresh Raina</keyword> 
Apparently, leggy beauty Anushka Sharma has a thing or two for cricketers. Before dating Virat, she was seen with another cricketer, Suresh Raina. But even then, Anushka maintained they were ‘just friends.’ 
 
3. <keyword id="1037" type="PERSON" weightage="40" keywordseo="Lara-Dutta">Lara Dutta</keyword> &amp; <keyword id="6394569" type="PERSON" weightage="40" keywordseo="Mahesh-Bhupathi">Mahesh Bhupathi</keyword> Another Bollywood beauty who got smitten by sport stars. Before marrying tennis ace Mahesh Bhupathi, Lara dated American <keyword id="218011" type="POSITION" weightage="40" keywordseo="baseball-player">baseball player</keyword> <keyword id="199138" type="PERSON" weightage="40" keywordseo="Derek-Jeter">Derek Jeter</keyword> for a short time. However, things ended quickly and we saw the former <keyword id="6381672" type="UNKNOWN" weightage="40" keywordseo="Miss-Universe">Miss Universe</keyword> tie the knot with Bhupathi in 2011. 
 
4. <keyword id="12953" type="PERSON" weightage="40" keywordseo="Chitrangada-Singh">Chitrangada Singh</keyword> &amp; <keyword id="6327" type="PERSON" weightage="40" keywordseo="Jyoti-Randhawa">Jyoti Randhawa</keyword> Before she made it to the silver screen, Chitrangada was married to <keyword id="5573" type="POSITION" weightage="40" keywordseo="Golfer">golfer</keyword> Jyoti Randhawa and the couple had a son named Zorawar Randhawa. But there was a rift in the marriage soon after and the two parted ways in 2013. Was it her film career that caused the break-up? Only they can tell. 
 
5. <keyword id="4052" type="PERSON" weightage="40" keywordseo="Isha-Sharvani">Isha Sharvani</keyword> &amp; <keyword id="12644" type="PERSON" weightage="40" keywordseo="Zaheer-Khan">Zaheer Khan</keyword> 
They were seeing each other for eight long years and even marriage was on the cards. But things seem to have changed now between these two. Isha and Zaheer haven’t disclosed the reason behind the split but sources claim that it was ‘distance’ that axed this relationship. 
 
6. <keyword id="598" type="PERSON" weightage="40" keywordseo="Deepika-Padukone">Deepika Padukone</keyword> and <keyword id="351" type="PERSON" weightage="40" keywordseo="Yuvraj-Singh">Yuvraj Singh</keyword> The lover boy of the cricket world had been the favourite of a couple of Bollywood beauties. First, he was in a relationship with <keyword id="6135" type="PERSON" weightage="40" keywordseo="Kim-Sharma">Kim Sharma</keyword> and then it was Deepika. But it was a short-lived love affair with DP, just before she started dating Ranbir. 
 
7. <keyword id="29649" type="PERSON" weightage="40" keywordseo="Geeta-Basra">Geeta Basra</keyword> &amp; <keyword id="368" type="PERSON" weightage="40" keywordseo="Harbhajan-Singh">Harbhajan Singh</keyword> Indian off-spinner Harbhajan Singh has been dating <keyword id="6355604" type="POSITION" weightage="40" keywordseo="actress">actress</keyword> Geeta Basra for quite some now. She has been often spotted cheering Bhajji at various matches while the man keeps her happy by retweeting all that she posts on the micro-blogging site. The two were supposed to get married in 2012. That hasn’t happened yet but the two are still a couple. 
 
8. <keyword id="668529" type="UNKNOWN" weightage="40" keywordseo="Naghma">Naghma</keyword> &amp; Saurav Ganguly 
Dada was happily married to Donna and steered clear of any controversy that could link him to Bollywood actress Naghma. But Naghma went on record saying there was something more than friendship between the two. Of course, the two never ended up together but all the hullaballoo definitely took a toll on Saurav and his career. 
 
9. Sangeeta Bijlani &amp; <keyword id="6463421" type="PERSON" weightage="40" keywordseo="Mohammad-Azharuddin">Mohammad Azharuddin</keyword> This relationship had everything Bollywood movies are made of. She was the country’s hottest <keyword id="6355606" type="POSITION" weightage="40" keywordseo="model">model</keyword> while he was the cricketing ace. He was married with kids but still fell madly in love with her. What next? Azhar divorced his wife and married Sangeeta. 
 
10. <keyword id="133768" type="PERSON" weightage="40" keywordseo="Reena-Roy">Reena Roy</keyword> &amp; <keyword id="6372882" type="PERSON" weightage="40" keywordseo="Mohsin-Khan">Mohsin Khan</keyword> 
The Bollywood-cricket link-up had always been there. Way back in 1983, charming Reena Roy was smitten by Pakistani cricketer Mohsin Khan and she gave up her flourishing career to marry him. However, Mohsin’s family played the baddie and the marriage ended in divorce. 
 
11. <keyword id="1888" type="PERSON" weightage="40" keywordseo="Sharmila-Tagore">Sharmila Tagore</keyword> &amp; <keyword id="1896" type="PERSON" weightage="40" keywordseo="Mansoor-Ali-Khan-Pataudi">Mansoor Ali Khan Pataudi</keyword> 
By far, this has been the most successful Bolly-cricket union. She was at the peak of her career when the two got married. And she was so much in love with the handsome Mansoor that she converted to Islam without the least hassle. They had a happy married life that lasted over four decades. 
 
12. <keyword id="1813" type="PERSON" weightage="40" keywordseo="neena-gupta">Neena Gupta</keyword> &amp; <keyword id="84393" type="PERSON" weightage="40" keywordseo="Vivian-Richards">Vivian Richards</keyword> He was already married, but she loved him. Bollywood actress Neena Gupta and <keyword id="343995" type="POSITION" weightage="40" keywordseo="West-Indies-cricketer">West Indies cricketer</keyword> Sir Vivian Richards also have a love child named Masaba. They were in a serious relationship but never tied the knot. Neena finally married <keyword id="26457" type="PERSON" weightage="40" keywordseo="Vivek-Mehra">Vivek Mehra</keyword>, a Delhi-based <keyword id="6358896" type="POSITION" weightage="40" keywordseo="Chartered-Accountant">chartered accountant</keyword> and <keyword id="25455" type="ORGANIZATION" weightage="40" keywordseo="finance">finance</keyword> professional. 
 
13. <keyword id="14505" type="PERSON" weightage="40" keywordseo="Zeenat-Aman">Zeenat Aman</keyword> &amp; <keyword id="14676" type="PERSON" weightage="40" keywordseo="Imran-Khan">Imran Khan</keyword> 
Together, they made one of the most good-looking couples! The world spoke about their chemistry and expected the relationship to culminate into marriage. But that didn’t happen and the two parted ways. 
 
Image: Indiatimes

Check
Out These Intriguing Link-ups Between Bollywood Beauties & Sports Stars

Up until three years ago, Sidhartha ‘Sid’ Mallya, son of troubled businessman and liquor baron <a href="http://www.businessinsider.in/searchresult.cms?query=vijay+mallya&amp;sortorder=effectivedate">Vijay Mallya</a> was famous for two things- having the ‘Mallya’ surname and for briefly dating <a href="http://www.businessinsider.in/searchresult.cms?query=bollywood&amp;sortorder=effectivedate">Bollywood’</a>s heartthrob <a href="http://www.businessinsider.in/searchresult.cms?query=deepika+padukone&amp;sortorder=effectivedate">Deepika Padukone</a>. 
 
Additionally, his party boy image and outspokenness on the internet only furthered the media scrutiny. 
 But that was the <keyword id="590881" type="UNKNOWN" weightage="100" keywordseo="Sid-Mallya">Sid Mallya</keyword> we knew three years back. 
 
Surprising one and all, he left India and the business empire he would have inherited from his father and moved to Los Angeles- away from the glaring spotlight to give acting a chance. 
 
Like any other struggling actor there, Mallya went for numerous auditions, participated in workshops and did some work for <a href="http://www.businessinsider.in/searchresult.cms?query=andrew+garfield&amp;sortorder=effectivedate">Youtube</a> before enrolling himself in a one-year master’s programme at London’s prestigious Royal Central School of Speech and Drama. 
 
Cut to a year later and it seems that the transformation of Sid Mallya is now complete. 
 Having graduated from acting school on June 24 and eagerly awaiting the release of his debut film <keyword id="1947799" type="UNKNOWN" weightage="100" keywordseo="Brahman-Naman">Brahman Naman</keyword>, a coming-of-age sex comedy, directed by Kolkata-based indie filmmaker <keyword id="266184" type="ENTERTAINMENT" weightage="100" keywordseo="Q">Q</keyword>uashiq Mukerjee, popularly known as Q (Gandu, Tasher Desh), Sid Mallya, the actor is here to stay. 
 
 
(A still from Brahman Naman) 
 Apart from Mallya, the Indo-British co-production written by Naman Ramachandran also stars <keyword id="2690392" type="UNKNOWN" weightage="100" keywordseo="Shashank-Arora">Shashank Arora</keyword> (of <keyword id="1349343" type="PERSON" weightage="100" keywordseo="titli">Titli</keyword> fame), Chaitanya Varad, Tanmay Dhanania, Anisa Butt and stand-up comic <a href="http://www.businessinsider.in/searchresult.cms?query=biswa+kalyan+rath&amp;sortorder=effectivedate">Biswa Kalyan Rath</a>. 
 
Having already won accolades globally when it premiered at the <a href="http://www.businessinsider.in/searchresult.cms?query=sundance+film+festival&amp;sortorder=effectivedate">Sundance Film Festiva</a>l this January, Brahman Naman is all set to release to a global audience on July 7, exclusively on <keyword id="128682" type="COMPANY" weightage="100" keywordseo="Netflix">Netflix</keyword>. 
 
In an exclusive chat with Business Insider, 29-year-old Sid Mallya opened up about his passion for acting, Brahman Naman and his disinterest in Bollywood movie offers. 
 
 
Would you say gravitating towards acting as a career choice was a natural progression? 
 
You could say so. Growing up in England and going to a boarding school, I was always part of school plays and loved doing anything that was out there in terms of performance, from plays and recitals to debating. Infact, I was barely 4 years old when I did my first play. It probably stems from being an only child and always commanding the centre of attraction. Regardless, I loved being on the stage, so in a way I knew acting was my calling. But, hailing from a business family, I knew I had to give business a go before I pursued anything else. 
 
 
How did your parents feel about you choosing acting over business? 
 
Understandably, there were expectations of me following into my father’s footsteps —but again that’s a very Indian thing; the assumption that the son or daughter has to take over the reins of a family-owned business. 
 
Lucky for me, both my mother and father were very supportive and understanding of my decision because they knew I was determined and would give it my all. 
 
 
How would you describe your experience at the Royal Central School of Speech and Drama? 
 
It has been the most incredible year. The training I’ve received here is unbelievable. There were 20 of us in this master’s course and in 10 weeks we’ve been reprogrammed entirely. It’s been a very holistic approach to acting in that we’ve been taught to work through the body and how everything is connected. For instance, we’ve been taught that if your feet are out of place, it means your knees are out of place, which means the hips are out of place, which means the diaphragm is out of place, which means your chest is too tight, which means that your voice won’t come out properly. I was never a big believer in holistic medicine and all that but now I’m a complete convert. 
 
You know, this is why they say that British drama schools can’t be matched, especially the Royal Central School of Speech and Drama. This 110-year-old institution boasts of immensely talented British actors as alumni. It trained actors like Dame Judi Dench, Laurence Olivier, <a href="http://www.businessinsider.in/searchresult.cms?query=andrew+garfield&amp;sortorder=effectivedate">Andrew Garfield</a> and <a href="http://www.businessinsider.in/searchresult.cms?query=kit+harrington&amp;sortorder=effectivedate">Kit Harrington</a>, among others and getting the same level of training as these people has not only changed me as a performer but also gives me some legitimacy so once I’m done people know that I’m of a certain standard. 
 
 
What made you want to debut with Brahman Naman, as most people wouldn’t consider it as an usual debut vehicle? 
 
When it comes to Bollywood most often people, especially star kids are launched into starring roles. They all start as lead characters and not a as supporting cast. On the other hand, none of these models exist in the West- where you are required to build up a body of work and progress from smaller to larger things and keep climbing your way up. 
 
Likewise for me, a debut was never about being launched into a starring role and it was never about Bollywood. Infact, Bollywood never enticed me. 
 What I loved about this film was the diverse set of people I would get to work with from <keyword id="215119" type="PERSON" weightage="100" keywordseo="Steve-Barron">Steve Barron</keyword> to Q. Steve had directed Teenage Mutant Ninja Turtles in 1990 and it was one of my favourite films growing up. I’ve also seen bits and part’s of Q’s Gandu and immensely loved it, so to get a chance to work with people I admire in my first film itself was part of the reason I agreed. 
 
Moreover, while my role in the movie isn’t a leading role, it’s a nice-sized role to start my career off. It gives me credibility and is something I’d be proud of in years to come. At the end of the day, people need to be realistic- I’m not an established actor and I’m working my way up like anyone else in the industry and I’m very fortunate for this to come. 
 
 
(Sid Mallya in a still from Brahman Naman) 
 
 
Tell us a little bit about your role in the film? 
 
Ronnie is the antagonist – he’s not Naman’s (played by Shashank Arora) nemesis but his rival. My character is that of a cricket-playing jock, who is rich, goodlooking, popular and gets all the girls. There’s a very clear difference between Shashank’s character who has all the answers up in his head but has zero clue when it comes to social interactions and mine. Mine’s the opposite. He’s great at social interactions but not the sharpest. 
 
 
What was the hardest part about your role? 
 
The character of Ronnie was wrote in a way that it was implied that he had spent some time in England, but I couldn’t speak in the out and out British accent I have- so I did have to tone it down slightly but at the same time the hardest part was making sure he didn’t come across as comical. 
 
 
How was it working with Q? 
 
It was fantastic. Q will always have a special place in my heart as he’s the first director I ever worked with and if I’m lucky enough to have the same relationship with the rest of directors that I had with him I’d consider myself fortunate. He’s on point, energetic, very precise and doesn’t take himself too seriously and that’s what the film is about. 
 
When you have people like that, it automatically instills a sense of ease and the level of comfort that you could share with him was the best thing about him. Q also isn’t afraid to push the boat he does what he wants to do. Films are art and art is subjective. You show the same Picasso painting to 100 people and you get 100 opinions and Q isn’t afraid of opinions- he just does his thing. The people who create the best art are the ones that are unafraid. 
 
 
 
(Sid Mallya with the cast and crew of Brahman Naman at <keyword id="81686" type="ENTERTAINMENT" weightage="100" keywordseo="Sundance-Film-Festival">Sundance Film Festival</keyword> 2016) 
 
 
Brahman Naman has been labelled as an intelligent sex comedy and also been touted as India’s American Pie. How did you feel about the storyline of the movie? 
 
Set in Bangalore in the 80’s, Brahman Naman is an intelligent, fast-paced, beautifully written comedy about a set of quizzers travelling to Calcutta for a competition while wanting to lose their virginity in the process, So, yeah it involves teenage boys and lots of sex. 
 
In one of the interviews that Q and Naman gave at Sundance, they said that nowadays the youth are always on their mobile phones either on Twitter or Instagram but back in the day none of this tech existed. Now we take selfies. Back then, teenage boys would think ‘Why would anyone want to take our picture?’ So, they would find alternative forms of amusement for themselves. That’s what the storyline is about. It’s a storyline where boys are going to be boys. What works for it is the fact that it is so relatable. Everyone, regardless of where they grew up knew a Naman. To summarise, the movie is about friendship and a bunch of awkward boys trying to do what boys do! 
 
 
What are your expectations from the movie when it releases globally on July 7? 
 
Brahman Naman will be like a breath of fresh air – it’s very different. It is also Netflix’s first ever Indian original. The platform has such global prestige and if they’re willing to hedge this obviously it’s going to do very well. It’s also such a relatable story so I’m hoping it will do very well. 
 
 
Do you have any other projects lined up? 
 
I did a film last summer called Homecoming. Small role, but I got to work with a superb director, acting opposite some great people. Getting the opportunity to do even one scene is invaluable. My focus now is finishing school and then getting back on the audition trail. 
 
 
So does that mean we’ll never see you in any Bollywood movie? 
 
Not at all. I mean, I could’ve put some money together and launched myself in a Bollywood movie if I wanted to, but that’s not what I want to do. I don’t relate to commercial Indian films at all. I want to build credibility, not be given a role in a movie because I’m related to someone in the industry. I'm not for Bollywood and Bollywood is sadly not for me. 
 
Brahman Naman premieres on Netlix this July. Watch the movie's teaser here:

Meet Sid Mallya who is making his acting debut with Brahman Naman and isn't the least interested in Bollywood

Be it <keyword id="6357912" type="PERSON" weightage="40" keywordseo="amitabh-bachchan">Amitabh Bachchan</keyword>’s never-ending bell-bottoms or Rekha’s dazzling Kanjeevaram drapes, SRK’s effortless styling or Deepika’s hot pants, <keyword id="143" type="CITY" weightage="40" keywordseo="Bollywood">Bollywood</keyword> has inspired fashion statements for many decades. But gone are the days when only fashion designers could enjoy the adulation for creating those killer styles. Today, our fashion-forward stars have gone one step ahead and are busy launching their own fashion labels. Browse through some of the most popular fashion lines owned by your favourite stars. 
 
1. <keyword id="598" type="PERSON" weightage="40" keywordseo="Deepika-Padukone">Deepika Padukone</keyword> After taking Bollywood by storm, this leggy lass is the latest star to take over the fashion arena. Deepika has recently collaborated with fashion giant <keyword id="126601" type="PERSON" weightage="40" keywordseo="Van-Heusen">Van Heusen</keyword> and is launching a limited edition collection. Buzz is rife that the collection will be high on old Hollywood glitz, blending vintage and in-vogue designs. 
 
2. <keyword id="6354967" type="PERSON" weightage="40" keywordseo="John-Abraham">John Abraham</keyword> 
Besides being the face of Wrangler, the recently married star also has a clothesline named after him. 
 
3. <keyword id="710" type="PERSON" weightage="40" keywordseo="Sonam-Kapoor">Sonam Kapoor</keyword> If the buzz is to be believed, this young fashionista will soon launch her own designer label, along with her designer sister Rhea. And why not! After all, Sonam has charmed us with her fashionable red carpet appearances all these years. Rhea has been designing clothes for her father <keyword id="6354700" type="PERSON" weightage="40" keywordseo="Anil-Kapoor">Anil Kapoor</keyword> and sister Sonam. 
 
4. <keyword id="2165" type="PERSON" weightage="40" keywordseo="Kareena-Kapoor">Kareena Kapoor</keyword> 
Size zero became a rage because of her and now it is said that Kareena has been approached by an international brand to design a denim line called Bebo. 
 
5. <keyword id="8112" type="PERSON" weightage="40" keywordseo="Bipasha-Basu">Bipasha Basu</keyword> 
Looking good cannot be complete without the right accessories. So to help you shine and dazzle, Bipasha has lately launched an accessory line called Trunkable.com. 
 
6. <keyword id="1037" type="PERSON" weightage="40" keywordseo="Lara-Dutta">Lara Dutta</keyword> Former beauty <keyword id="6377522" type="POSITION" weightage="40" keywordseo="queen">queen</keyword>, actress and now a mother, Lara has joined hands with the ethnic wear retailer <keyword id="2022447" type="UNKNOWN" weightage="40" keywordseo="Chabbra-555">Chabbra 555</keyword> to unveil her own collection of sarees. The entire collection, which is personally designed, conceptualised and hand-crafted by Lara, is called Lara Dutta-Chabbra 555. According to the celeb, she has kept in view the demands and preferences of modern Indian women while creating the collection. 
 
7. <keyword id="4847" type="PERSON" weightage="40" keywordseo="Malaika-Arora-Khan">Malaika Arora Khan</keyword> 
Often applauded for her fine fashion sense, this 40-year-old fashion icon has recently launched her online fashion brand called TheClosetLabel.com. Everything chic and classy that you can associate with Malaika can be bought here. 
 
8. <keyword id="6358615" type="PERSON" weightage="40" keywordseo="Shilpa-Shetty">Shilpa Shetty</keyword> Kundra Another yummy mummy who has been bitten by the designing bug. The actress-turned-entrepreneur has made her debut in this arena by designing clothes for her <keyword id="6354312" type="CITY" weightage="40" keywordseo="IPL">IPL</keyword> team, Rajasthan Royals. 
 
9. <keyword id="22527" type="PERSON" weightage="40" keywordseo="lisa-ray">Lisa Ray</keyword> 
After her recovery from cancer, Lisa Ray has bounced back to life and how! From hosting shows to following fashion up close and personal, the lady has been all over. And the latest in Lisa’s kitty is her own line of sarees called Ray of Hope, which she has recently launched with Satya Paul. 
 
10. <keyword id="2022446" type="UNKNOWN" weightage="40" keywordseo="Lisa-Heydon">Lisa Heydon</keyword> A veteran in the industry, this beauty already has a trail of followers who admire her style and fashion sense. Hence, the model-turned-actress is all set to launch her own clothing line in association with the private label <keyword id="77730" type="PERSON" weightage="40" keywordseo="Sher-Singh">Sher Singh</keyword>. 
 
Image Courtesy: Indiatimes.com

10
Bollywood Stars Who Own Their Own Fashion Line

<h1>
	<a href="http://www.youtube.com/watch?v=q4p9RD-Fm8c" target="_blank"></a></h1>
 The brand universally synonymous with happiness, <keyword id="6391475" type="CITY" weightage="80" keywordseo="Coca-Cola">Coca-Cola</keyword>, gives a refreshing new twist to 'Open Happiness' and urges consumers to revel in the joys of life, big and small. The latest campaign, 'Chhoti ho ya badi, har khushi mein Coca-Cola', features new brand ambassadors Deepika Padukone and <keyword id="5015" type="PERSON" weightage="40" keywordseo="Farhan-Akhtar">Farhan Akhtar</keyword>. As an extension of Coke's earlier 'Open Happiness' campaign, this one also looks at finding the smaller joys of life.

	Conceptualised by McCann Erickson, the campaign finds Deepika and Farhan interacting in everyday situations. Based in a rural environment, the company hopes that the campaign will resonate with the masses and place Coca-Cola firmly as the fastest growing soft drink brand.
 Debabrata Mukherjee, VP - Marketing &amp; Commercial, <keyword id="6385848" type="COMPANY" weightage="80" keywordseo="Coca-Cola-India">Coca-Cola India</keyword>, said, "Coca-Cola is a brand that stands for optimism and happiness. With our new campaign, 'Chhoti ho ya badi, har khushi mein Coca-Cola', we have translated the brand's happy energy into a series of commercials which capture the essence of finding moments of joy in our day-to-day lives. The language is very colloquial, the situations are everyday, so that every consumer in India can relate to it and feel happy about the celebratory situations. The message is very simple - celebrate your moments of happiness, small or big, with a bottle of Coca-Cola."

	Mukherjee added, "We are very happy to have both Farhan Akhtar and Deepika Padukone join the Coca-Cola family. Our communication for Coca-Cola this year focuses on reaching the masses and both Deepika and Farhan slipped into the roles of 'everyday people' with great ease. They are great role models and very inspirational for millions across the country."

	<a href="http://www.bestmediainfo.com/wp-content/uploads/2014/03/coke-logo.jpg"></a>The campaign opens with Deepika Padukone missing the bus to her college. She is visibly angry since she thinks if she misses her exam she would be married off and would have to be in the kitchen all the time. Farhan Akhtar, who has been listening to the conversation between Deepika and her friend, takes a sip of Coke and quickly jumps into action. He takes his rickshaw and asks her to hop in. As they overtake the bus while enjoying the ride, the Coke song plays. He drops Deepika at the college gate and tells her that whatever he does, he won't make her stay in the kitchen all the time. The TVC ends with the voiceover declaring: "Khushi chhoti ho ya badi, har khushi mein Coca-Cola" (Be it a small or big happiness, for every happiness there is a Coca-Cola).
 Scripted by Prasoon Joshi, CEO and Chief Creative Officer, McCann Worldgroup India, the campaign has been produced by Guneet Monga's <keyword id="2096886" type="UNKNOWN" weightage="40" keywordseo="Golden-Gaddi-Films">Golden Gaddi Films</keyword> and directed by acclaimed director Anurag Kashyap. The music of the campaign has been created by <keyword id="718705" type="UNKNOWN" weightage="40" keywordseo="Mikey-McCleary">Mikey McCleary</keyword> and Vishal Khurana.

	The campaign will be extended to OOH, digital, behind the label promotion, point of sale merchandise and on-ground initiatives for various key markets.

	Joshi said, "The concept of happiness is universal, and the joy that one look or a smile from that special someone invokes is universal and not constrained by demographics. Similarly, Coca-Cola delivers the promise of happiness universally; whether you are in a small town or a metropolitan city, you can celebrate the little joys of life with a refreshing bottle of Coca-Cola. It's this thought that served as the inspiration for this campaign. We have Farhan Akhtar and Deepika Padukone, two young and highly successful actors who have captured the imagination of the whole country, essaying characters that you and I could bump into on the streets of Chandigarh or Allahabad or any other city."

	Anurag Kashyap, who has directed the campaign, said, "The campaign pays ode to the ethos of brand Coca-Cola of celebrating moments of joy, no matter how big or small. I loved the concept of putting the cosmopolitan and glamorous Deepika and Farhan in extremely rustic scenarios that appeal to masses. The campaign is very fun, happy and bubbly, just like the effervescence unique to Coca-Cola."

	Newly appointed Coca-Cola brand ambassador Deepika Padukone commented, "When I think of brand Coca-Cola the feeling of optimism and joy immediately resonates. I have been a huge fan of Coca-Cola, one of the most aspirational and iconic brands in the world and I am glad to have finally got the opportunity to be associated with it. I have thoroughly enjoyed this experience and working with Farhan, Prasoon, Anurag and the entire team at Coca-Cola has been absolutely incredible. The beauty of brand Coca-Cola is the fact that it stands for values, which are very simple yet very powerful."
 <keyword id="28751" type="UNKNOWN" weightage="80" keywordseo="Farhan-Akthar">Farhan Akthar</keyword> added, "What stands out about brand Coca-Cola is its universal appeal. No matter where in the world you are, Coca-Cola is synonymous with celebration and joy. I am extremely excited to partner with Coca-Cola and to bring this joy to millions of consumers across the country. The entire team behind this campaign has made the experience tremendously enriching for me. I had a wonderful time shooting for the campaign which has given me an opportunity to portray a distinctly new character."

	The TVC: 
 
 



	Credits:

	Client: Coca-Cola India

	Agency: McCann Ericksson

	Creative Team: Prasoon Joshi, Pradyumna Chauhan - NCD

	Account Management: Alok Lall, Sarthak Sharma, Onkar Chand

	Account Planning: Jitender Dabas, Vibha Gupta

	Production House: Golden Gaddi

	Director (film): Anurag Kashyap

	Music: Mikey McCleary and Vishal Khurana
 
Courtesy: <a href="http://bestmediainfo.com" onclick="window.open(this.href, '', 'resizable=no,status=no,location=no,toolbar=no,menubar=no,fullscreen=no,scrollbars=no,dependent=no'); return false;">Bestmediainfo</a>

Coca-Cola Unveils New 'Happiness' Campaign That Celebrates Life's Joys, Big Or Small

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. 
 
And guess what the news is? The Liril girl is back, thanks to Hindustan Unilever’s strategy to relaunch its soap brand Liril. 
 
"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. 
 
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. 
 
"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. 
 
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. 
 
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. 
 
"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. 
 
The new campaign, featuring Brazilian model Anabelle and created by Lowe, was launched on social media last week. 
 
"'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. 
 
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. 
 
(Image: Pinterest)

Liril is back with a Brazilian girl!

A report has pointed out that the payment volume through e-wallets is going to increase by 100% year-on-year over the next few years and it will be a new headache for banks after bad loans, reported the Economic Times. 
 

	According to the report, 'India Payments 2015' by broking firm Motilal Oswal: "e-wallets may become a key driver for digitisation of flows that traditionally were dominated by cash such as payment to taxi drivers, domestic help, and local merchants." 
 

	Do you know how many mobile wallets are there in India? Check out these numbers. In 1981, the first credit cards were launched and later, debit cards were issued. Till date Indian banks have issued 57.4 crore debit and credit cards. That is 1.6 crore cards on an average a year. The number of mobile wallets in the country is 11.5 crore, since their launch in 2007. That comes to an average of 1.4 crore a year.
 "The growth in this space is so dramatic that everybody, banks included, are going to participate in it (e-wallets),'' Jairam Sridharan, president and head, retail lending and payments at <keyword id="6355975" type="CITY" weightage="80" keywordseo="Axis-Bank">Axis Bank</keyword> told ET, adding banks can't ignore this space. 

	"We don't know whether this is a passing phase or whether it will continue. The jury is still out on whether this is going to part of the payments infrastructure in the long run," he said. 
 

	Who made high street bankers wake up to the needs of the common man, who for decades was ignored for being an 'unviable' business? The refrain was, it is not profitable to service retail customers who don't provide opportunities to milk them in the name of cross-selling financial services. 
 It is <keyword id="2041058" type="UNKNOWN" weightage="80" keywordseo="CitrusPay">CitrusPay</keyword>, Oxigen, <keyword id="6357120" type="UNKNOWN" weightage="80" keywordseo="PayTM">Paytm</keyword>, which had nothing much to show in terms of pedigree, except that they had the commitment to innovate. And that is forcing banks to keep launching a feature a day on phones, or for tablets. Moreover, <keyword id="6653" type="CITY" weightage="80" keywordseo="ICICI-bank">ICICI Bank</keyword> on Tuesday said it has re-launched an 'all-new mobile banking app', which provides 100 kinds of services, the highest by any bank in India. Do bank customers really need 100 services? <keyword id="6357149" type="CITY" weightage="80" keywordseo="HDFC-bank">HDFC Bank</keyword> with its launch of <keyword id="4919152" type="UNKNOWN" weightage="80" keywordseo="Payzapp">PayZapp</keyword> is almost replicating a Flipkart, or Paytm. 

	State Bank of India is also in the race with its digital baby SBI Rewardz. Axis Bank is not far behind with its Pingpay, promoted by actress Deepika Padukone. Kotak Bank is experimenting with taking its social media banking towards social commerce. It offers a hefty discount to customers who buy Amish Tripathi's book through a tweet from their mobiles. 
 <keyword id="417932" type="ORGANIZATION" weightage="60" keywordseo="Indian-Banking">Indian banking</keyword> are challenged not only in terms of loan recovery, but also with how to generate future business. With loans growth at a decade low, there is little choice for banks other than chasing the retail customer, and lay the foundation to acquire more when the economic expansion gathers pace. 

	The boom in digital wallet transactions has been triggered by the rise in mobile commerce, emergence of cheaper internet access and increasing mobile penetration. 
 Mobile wallets also gained the upper hand after the RBI cracked down on ecommerce sites that violated the second-factor authentication requirement. Paytm and CitrusPay have stepped in to provide seamless payments to providers such as <keyword id="1042120" type="PERSON" weightage="80" keywordseo="Uber">Uber</keyword> and <keyword id="108722" type="PERSON" weightage="80" keywordseo="Meru-Cabs">Meru Cabs</keyword>. The big driver for e-wallets is that a large number of customers are unwilling to log in to their bank accounts to pay taxi fares or shop online fearing electronic fraud. 

	In fact, there are doubts whether banks are doing the right thing, or blindly aping the nimbler ones that are not even competing with them. 
 

	"Banks launching e-wallets is a really bad idea because technically when banks already had my account it already has a wallet,'' says Amrish Rau, MD and CEO of Citrus Payment, which has applied for a payments bank licence. 
 

	"They are trying to circumvent the second factor authentication by putting up a wallet. If you think of it calmly what does a wallet do? A wallet holds money, as do bank accounts. But they are enamoured by the world of wallets." 
 

	Still, banks cannot afford to be complacent. In advanced markets, technological developments are reshaping the way banking is done. 
 

	"If RBI actually looks at payments banks from the digital standpoint, we think we have a chance to compete with banks because they are coming to compete in our favourite spot of innovation and consumerled payments," says Citrus' Rau. 
 

	But Paytm, which is best positioned to topple banks from their ivory towers with its cash hoard after getting valued at nearly 23,600 crore with the latest round of investment, is downplaying its own impact on the financial landscape in India, though its top investor Alibaba shook the Chinese market. 
 

	"Paytm is a platform for transaction and banking is platform for savings,'' Amit Lakhotia, vice-president, Payments at Paytm, told the financial daily. 
 The Indian banking system was ignoring the bottom of the pyramid that for want of 'profitability.' It was this neglect that led to more than half the population live without a bank account till Prime Minister <keyword id="6354477" type="PERSON" weightage="80" keywordseo="Narendra-Modi">Narendra Modi</keyword> forced banks to do so with his Jan Dhan Yojana. 

	The population may not be as wealthy as those in cities, which give a disproportionate income for services. But the sheer size of the unbanked, if costs are kept low and transactions made easy, could make banking profitable. It may be a long thin tail, but a small change could boost revenue and profits. 
 

	The final game is to convert the customer into a full-fledged bank customer, otherwise the revenue model will not be clear, said Jairam Sridharan. 

	 
	(Image: Indiatimes)

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