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<ul><li><keyword id="9450009" type="General" weightage="100" keywordseo="wow-skin-science" source="Orion">WOW Skin Science</keyword> launches a new campaign. </li><li>The brand urges people to make a shift to natural products with their latest campaign featuring <keyword id="1515554" type="General" weightage="20" keywordseo="disha-patani" source="Orion">Disha Patani</keyword>.</li></ul>Leading Personal Care Brand WOW Skin Science urges people to make a shift to natural products with their latest campaign featuring Disha Patani - #AbNatureKiSuno. It is the brand’s endeavor to educate and get consumers to give up harsh chemical based products for natural products. With this campaign, WOW Skin Science is reiterating the value of imbibing and embracing all and everything natural for holistic growth and well being. <div type="Youtube" id="20yzRLaFozY" title="WOW Skin Science Red Onion Black Seed Oil Shampoo For 10x Stronger Hair ft. Disha Patani" thumbUrl="https://i.ytimg.com/vi/20yzRLaFozY/mqdefault.jpg"></div> In the film, WOW Skin Science brand ambassador, Disha Patani illuminates on how consumers rely on ‘experts’ for their haircare routine, often turning a blind eye to the harsh chemicals those products might contain. With this thought in mind, WOW Skin Science urges consumers to let nature be your expert and listen to its accord by investing in natural products that do greater good such as onions and black seed oil etc. The campaign highlights the difference between harsh chemical-based products and how they are not the ideal solution compared to natural products. While talking about the campaign, Manish Chowdhary, Co-CEO of Body Cupid Pvt Limited said, “With the beauty industry evolving, consumers have also become conscious of their choices, they are now well versed with the brand and they understand the implications of investing in a particular brand/product. Today’s consumers are cognizant of the ramification of using harsh chemical products and one can witness the evident shift to natural products. The awareness is entrenched in the belief system and with this campaign, we urge consumers that nature is the best teacher, the solution giver for all your woes and to encourage people to Be WOW, Naturally.”

Wow Skin Science urges consumers to not get deceived by shampoo ads with 'fake experts' and celebrities; suggests switching to natural products instead

<ul><li><keyword id="1515554" type="General" weightage="80" keywordseo="disha-patani" source="Orion">Disha Patani</keyword> is the latest to join the Ambrane family, which already includes the likes of the famous Cricketer Ravindra Jadeja as its Brand Ambassador.</li><li> Ambrane will soon announce its integrated campaign with Disha.</li></ul>Ambrane, mobile accessories brand, ropes in Disha Patani as its brand ambassador in India. With Disha coming onboard, Ambrane aims to strengthen its network among the millennials. Disha is the latest to join the Ambrane family, which already includes the likes of the famous Cricketer Ravindra Jadeja as its Brand Ambassador. Ambrane boasts a strong portfolio of high-quality products in India ranging from powerbank, audio, wearables and more. The products are designed to match the ever-evolving consumer lifestyle, offering a complete mobile solution to users at the most affordable price points. With the keen objective to attract the young generation with a relevant fashion-forward offering in line with the brand DNA of quality and technology, Ambrane is taking the next step in its journey. Ashok Rajpal – CEO &amp; Founder, <keyword id="3500004" type="General" weightage="20" keywordseo="ambrane-india" source="Orion">Ambrane India</keyword> said "We are thrilled to join hands with Disha Patani. A fashion icon and a powerhouse of talent, Disha’s vibrant, exciting and vivacious personality make for a perfect fit with the style and panache that Ambrane has become synonymous with. Disha is not only a style icon but also an inspiration to the youth. She has an incredible fan following, not just on-screen, but her influential presence on social media has captured the fellowship in millions. Her commitment to fitness and her love for dance, combined with her zesty personality, makes her an ideal choice for Ambrane.” “Disha, with her very astounding performance, has carved a niche for herself in Bollywood. She is one of Bollywood’s leading stars and has received critical and popular acclaim for her style and work. It is her versatility that resonates with Ambrane's identity. Through this association, we aim to ignite a stronger narrative for the brand,” he further adds. Speaking on the association, Disha Patani commented, “Ambrane has simplified my everyday routine. The gadgets help me stay powered and charged in style. I am in love with the very dynamic product range. I am excited to be associated with Ambrane and looking forward to this collaboration.” This festive season, Ambrane shall announce its integrated campaign with Disha. The outreach shall include all the Digital platforms along with interesting outdoor executions &amp; activations. The BTL campaign shall involve ambient advertising and retail activations. Ambrane began its journey in 2012 and has a community of over 20 million users and still counting. The brand has been spearheading innovation in product ideas, balanced with supreme quality and advanced technology. Ambrane, through its robust consumer-centric approach, has grown manifold in 2020 despite the pandemic.

Disha Patani to be the face of mobile accessories brand Ambrane

<ul><li>The youth icon successfully drives her large fan base with her authenticity and sense of fashion that is creative, fresh and modern, said the brand on Friday.</li><li>As per the brand, Disha's collaboration with it will aim to reach out to her fan base who is equally inspired by her authentic style.</li><li> The 'Malang' and 'Baaghi 2' star will be seen in the upcoming brand campaign alongside Varun Dhawan, who has been <keyword id="48641" type="ORGANIZATION" weightage="20" keywordseo="fossil">Fossil</keyword>'s brand ambassador since 2018.</li></ul>Fossil has announced <keyword id="1515554" type="PERSON" weightage="20" keywordseo="disha-patani">Disha Patani</keyword> as its newest celebrity brand ambassador in India. Patani's effortlessly chic style is popular amongst millennials, Generation Z and brands which are youth centric. The youth icon successfully drives her large fan base with her authenticity and sense of fashion that is creative, fresh and modern, said the brand on Friday. "Fossil is delighted to partner with Disha Patani who truly represents millennial India. Her confidence and passion for all that she takes on is remarkable, she has a dynamic sense of style, and she embodies Fossil's intrinsic optimism and authenticity," Johnson Verghese, Managing Director, Fossil Group, India said in a statement. Commenting on this association Disha Patani said, "I'm thrilled to be associating with Fossil, a brand that brings together the best of design and innovation to create beautifully crafted watches. Celebrating individuality and uniqueness while advocating effortless style, is everything that defines Fossil's style as well as mine." As per the brand, Disha's collaboration with it will aim to reach out to her fan base who is equally inspired by her authentic style. The 'Malang' and 'Baaghi 2' star will be seen in the upcoming brand campaign alongside Varun Dhawan, who has been Fossil's brand ambassador since 2018. The campaign will feature much-awaited watches from this year's spring-summer collection - traditional and automatic watches, Hybrid HR smartwatches and new platforms for the Gen5smartwatch. SEE ALSO: <a href="https://www.businessinsider.in/india/news/photographer-of-the-viral-black-panther-images-from-india-shares-his-story/articleshow/76830618.cms">INTERVIEW: Shaaz Jung opens up about the blood, sweat and years behind the viral images of a rare black panther</a> <a href="https://www.businessinsider.in/politics/world/news/harvard-and-mit-are-suing-ice-to-block-its-order-forcing-international-students-to-leave-the-us-if-their-course-is-online-only/articleshow/76856699.cms">Harvard, MIT, and Northeastern University are suing ICE to block its order forcing international students to leave the US if their course is online-only</a> <a href="https://www.businessinsider.in/tech/enterprise/news/russian-scammers-are-conning-senior-executives-into-giving-away-2-7-million-by-impersonating-real-ceos-and-lawyers/articleshow/76849870.cms">Russian scammers are conning senior executives into giving away $2.7 million by impersonating real CEOs and lawyers</a>

Disha Patani becomes the brand ambassador of Fossil

Bollywood actress <keyword id="1515554" type="PERSON" weightage="20" keywordseo="disha-patani">Disha Patani</keyword> and chef Sanjeev Kapoor have been roped in as brand ambassadors for '<keyword id="2796913" type="PERSON" weightage="20" keywordseo="Washington-Apples">Washington Apples</keyword>', export of which from America is expected to rise by 20 per cent this year, a US government agency announced on Monday. India opened its market for the US apples way back in 2001 when only four containers were shipped. Now, the US apples have a market share of 16 per cent in India's imported apples, according to the Washington Apple Commission. "Export of the US applies are rising every year. Between March and July, apples are exported to India when domestic supplies in India are exhausted," US Ambassador to India Kenneth I Juster said at the launch of the campaign here.
 There are about 30-odd varieties of US apples but few of them are exported to India. "You all have many more varieties to try," he said, adding that export of US apples have been a win-win situation for both farmers and consumers.
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 The Commission's President Todd Fryhover said the US aims to export 3 million boxes of apples in the ongoing 2019-20 marketing year (September-August), up by 20 per cent from 2.5 million boxes in the last year.
 Mainly four varieties of apples -- Red Delicious, Granny Smith, Gala and Fuji -- are exported to India. However, 90 per cent of the shipments comprise of 'Red Delicious' variety which is known for its crunchy texture and mildly sweet flavour, he said.
 The US apples, which attract 70 per cent of customs duty, are shipped through sea route and mostly via Chennai, Mumbai and Kolkata ports, he added.
 Stating that India is the second largest market for US applies after Mexico, Fryhover said the US has lot of opportunities to expand its network here and it does not feel threatened if Chinese apples are allowed in India.
 India, which produces about 75 million bushel of apples annually mainly in Himachal Pradesh and Kashmir, imports about 28 million bushels of apples a year from different countries to meet its domestic demand, he said.
 A campaign 'Washington Apples Kuchh Khaas Hai' was also launched to create awareness among Indian consumers about Washington Apple varieties, best practices, food safety and fine growing conditions that exist for growing apple in Washington.
 Patani and Kapoor, who are going to be part of the awareness campaign, said they strongly believe an apple a day keeps the doctor away and it was an easy choice to endorse this fruit as they are convinced that "Washington Apples" are known for best quality because they are grown in highly suitable conditions, packed and shipped with great care.

Disha Patani, chef Sanjeev Kapoor roped in as brand ambassador for Washington Apples

<ul><li>The Beauty &amp; Personal Care market is thriving and one of the fastest-growing consumer markets, driven in particular by the Cosmetics and Skin Care segments, as per Statista’s latest report.</li><li>Myntra’s upcoming End of Reason Sale to offer 38,000 styles from over 750 brands in its Beauty and Personal Care segment.</li><li>On course to add 500 more brands and offer 50,000 style options by 2022.</li></ul>Myntra is witnessing strong growth in the Beauty and Personal Care segment on its platform. The category has registered over 2.5X YOY growth on Myntra and is expected to continue the growth momentum into 2022. Myntra is also betting big on the category for the upcoming edition of its marquee biannual event, EORS (End of Reason Sale), slated to be held this month. According to Statista, India's beauty and personal care market, estimated at $25.9 billion in 2020, is projected to reach $32.7 billion by 2023, growing at a CAGR of 8.1 percent. Revenue in the Beauty &amp; Personal Care market amounts to US$22,338 million in 2021. The market is expected to grow annually by 6.95% (CAGR 2021-2026). Beauty &amp; Personal Care is currently the fastest-growing category on Myntra, and is strategically showcased through platforms such as Myntra Studio and M-Live that drive engagement and build salience for brands in the category through DIY videos and live tutorials led by a charter of sought-after beauty influencers. For the upcoming edition of EORS, Myntra is gearing up for its largest-ever edition and in the last few months has added over 50 brands including Dermalogica, Anastasia Beverly Hills, W Beauty, Pilgrim, Swiss Beauty, and Syska Appliances, to participate in its flagship event. With never-before offers on brands, exciting propositions for all first-time beauty and personal care shoppers, and other interesting basket offers, shoppers have a lot to look forward to, in the upcoming EORS. Myntra continues to scale its Beauty and Personal care portfolio and currently houses 750+ brands and 38,000 styles, of which 400 brands and 15,000 styles were added this year alone. The emerging go-to BPC destination is aiming at adding another 500 brands in 2022, taking the total number of options to 50,000 styles. Myntra is witnessing a steady 3X increase in basket size. Myntra’s 15-day return policy has also enabled its consumers to have a smooth and hassle-free buying experience. In addition to this, the category is riding firmly on the back of its popular brand campaign led by Bollywood’s style icon, Disha Patani, who is the brand ambassador for this segment on Myntra. On the technology front, features such as AI-powered Skin analyser tool and virtual try-on are enabling consumers to undertake informed buying decisions on the platform. Some of the prominent international and domestic brands that were added on Myntra this year include Benefit Cosmetics, Bath &amp; Body Works, and Kora Organics among others. From a consumer demand perspective, Face Moisturizer, Kajal &amp; Eyeliner, Face Wash &amp; Cleanser and Lipsticks are some of the top selling items. Apart from these, fragrances and appliances, such as trimmers, are also some of the key categories that consumers flank the platform for. The top article types within categories such as make-up, are Lipsticks, Foundation &amp; Primer, Kajal &amp; Eyeliner, Eyeshadow, Highlighter &amp; Blush; Under skincare, the leading products include Face moisturizer, Face Serum, Mask &amp; Peel and Sunscreen; Under haircare, the leading products are, Hair Colour, Hair Oil, Hair Serum, Hair Cream &amp; Mask, while Body Lotion, Body Wash and Body Oil form an integral part of the Bath &amp; Body category. During EORS-15, shoppers can expect Buy 1 Get 1 on select brands and free shipping on orders above Rs 499. Ahead of the event, Myntra has also collaborated with some of India’s favorite celebrities, such as Salman Khan for Frsh, Virat Kohli for One8, and Sara Ali Khan for Maybelline to share special mentions from their social media channels to drive traction for the category.

Exclusive: Myntra to increase its focus on Beauty and Personal category; plans to add 500 brands and 50,000 styles by 2022

<ul><li>Over the years, Pepsi has gone through several brand transformations to stay relevant.</li><li>We try to dissect GenZ and Millennials’ behaviour with a brand that has catered to young generations since its inception.</li></ul>North-American beverage and snacks maker PepsiCo started its operations in India in 1989. Since then, many companies have launched in India. A few evolved with the changing tides and some failed to keep up with the curveballs in the shape of competition, macro-economic factors, technology and the ever-changing consumer behaviour and eventually, withered away. So, what has helped a traditional multi-corporation like PepsiCo and its flagship brand Pepsi avoid aging and stay young in a volatile environment? Clever advertising and marketing techniques. “The brand has always had its finger on the pulse of pop culture, and in turn, appealed to today’s generation through content which is relatable to them. Extensive consumer research over the years has helped us stay ahead of the curve and tell stories that resonate with them - whether it is through Bollywood, music or cricket. We have focused on creating engaging and relatable content for consumers around these passion points as we truly believe it is about creating content which they can interact with,” said a PepsiCo India spokesperson. Today, Pepsi is known as a brand that celebrates the sizzling swag of India’s youth. It reflects how GenZ and Millennials are armed with self-belief and confidence. Pepsi has gone through several brand transformations. Its iconic Dil Maange More where the cricketers would quench their thirst with a cool can or a young Shahid Kapoor or Shahrukh Khan would request for just one more sip of Pepsi won our hearts in the late 90s. Dil Maange More campaign also featured Rani Mukherjee, Kajol, Preity Zinta. <div type="Youtube" id="Aog_A-lqla4" title="Dil Maange More - Pepsi (shahid,rani,srk,kajol)" thumbUrl="https://i.ytimg.com/vi/Aog_A-lqla4/mqdefault.jpg"></div> <div type="Youtube" id="rgWHfgGL244" title="Pepsi- Yeh Dil Maange More" thumbUrl="https://i.ytimg.com/vi/rgWHfgGL244/mqdefault.jpg"></div> Another catchy but short-lived campaign that Pepsi came up with, in 2006 was ‘Oye Bubbly,’ which was also conceptualised by JWT. <div type="Youtube" id="pstROq1bdFA" title="Oye Bubbly video- Pepsi Ad- Shahrukh khan" thumbUrl="https://i.ytimg.com/vi/pstROq1bdFA/mqdefault.jpg"></div> In 2013, Pepsi changed its tagline to ‘Live it Abhi’ to encourage the youth to live in the moment. It featured Ranbir Kapoor, Anushka Sharma and Virat Kohli. <div type="Youtube" id="sLgWCwuHtS4" title="Pepsi – Time to Dikhao #LiveItAbhi" thumbUrl="https://i.ytimg.com/vi/sLgWCwuHtS4/mqdefault.jpg"></div> <div type="Youtube" id="hbOc01dx_W0" title="Pepsi – Crash the Pepsi IPL" thumbUrl="https://i.ytimg.com/vi/hbOc01dx_W0/mqdefault.jpg"></div> The tagline was tweaked to ‘Oh Yes Abhi!’ to represent the young, impatient audience, who believe in taking an action ‘now.’ It onboarded Priyanka Chopra Jonas and Mahendra Singh Dhoni to revamp its proposition. <div type="Youtube" id="goBKNZJYjNo" title="Pepsi IPL Oh Yes Abhi Priyanka Chopra Film" thumbUrl="https://i.ytimg.com/vi/goBKNZJYjNo/mqdefault.jpg"></div> In 2017, Pepsi changed its tagline to ‘Socha nahi ji gaya, Pepsi thi pi gaya.’(Didn’t think as I lived the moment, there was Pepsi so I drank it). <div type="Youtube" id="uzQEuGymtCU" title="Socha Nahi Ji Gaya – Fast Forward" thumbUrl="https://i.ytimg.com/vi/uzQEuGymtCU/mqdefault.jpg"></div> Pepsi’s summer bottle during this campaign was packed with a few popular words that the millennials used then such as #Swag, #Aande, #Bajao, #Boldaal, #Muah, #Fastforward, #Gatecrash, #Bawaal, #Kalti, #Wingit, #Panga, #Gocray and cuts across most Indian languages with expressions like #Joot, #Dhool, #Semma, #Takkaru, #Gethu and #Jollu in Tamil, #Flat, #Fatafati, etc. <div type="image" title="Pepsi muah" msid="81573608" hostid="261"></div> <div type="image" title="pepsi kalti" msid="81573617" hostid="261"></div> Pepsi’s campaigns are known for its star-studded ensemble cast. It has tried to feature country’s most-sought-after youth icons over the years. It also changes its packaging to reflect the pulse of the country. From changing its typography from minimalism to elaborate, in the last year, the brand has changed its marketing efforts to position itself as a ‘cool’ brand that drips swagger in every drop Under its latest campaign, Pepsi has worked with Tiger Shroff, Disha Patani, Badshah and most recently Salman Khan. It has also tweaked its packaging to connect with younger generations by incorporating its tagline ‘Har Ghoont Mein Swag.’ <div type="image" title="Pepsi swag bottle" msid="81573622" hostid="261"></div> With summer approaching in different parts of our country, Pepsi launched a new campaign with brand ambassador Salman Khan. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> On what inspired the brand to onboard Khan as its brand ambassador, the spokesperson said, “Salman Khan’s effortlessly cool attitude enables today’s generation to relate with him strongly and he resonates with the word, SWAG, in a way no one else can. He is known to have a strong connect across generations and genders, and his popularity, mass appeal and connect with the Indian audiences make him an ideal fit for a brand like Pepsi.” <cmsannotation type="cmsannotation" annotationid="Understanding GenZ and Millennials" text="Understanding GenZ and Millennials">Understanding GenZ and Millennials</cmsannotation> GenZ is said to have the attention span of a gnat, which is less than 8 seconds and Millennials have an attention span of goldfish. At the same time, they are becoming more aware of how advertising works and are able to separate grey from black. India also has the largest population of young people, making them an important target group for marketers. So, we asked Pepsi about the youth’s behaviour and what are some of the things that they expect from brands today. “In today's day and age, consumers expect their favorite brands to engage with them through meaningful experiences across different digital touchpoints. They no longer just want to buy things today but instead want to want to be associated with a brand’s identity - they want inspiration, emotion, drama, and an overall feel-good experience. Simply put, consumers want to step away from an interaction with a brand, feeling like they have gained something. It is no longer about a one-way presentation of the brand’s core product offering but more about the dialogue that a brand can start and the emotions it can evoke. Brands which keep these factors in mind while communicating with consumers are more likely to receive higher consumer attention and engagement,” said the PepsiCo India spokesperson. The brand also keeps a close eye on social media trends. “Another important aspect which has helped us connect deeply with consumers is moment marketing. Today’s generation appreciates when brands share topical content and that is why we have an ‘Always On’ social media strategy for Pepsi. Lastly, apart from topical content, we also identify hero moments at the beginning of the year which we would like to leverage, which are usually tied in with our campaign for the year,” shared the spokesperson. <cmsannotation type="cmsannotation" annotationid="Getting back to normal" text="Getting back to normal">Getting back to normal</cmsannotation> After going through a dry spell last year due to the lockdown, Pepsi has seen its demand picking up in the last few months. “As people adapt to the new normal and step out of their homes, we are slowly seeing positive sale movements from dormant segments. We are looking forward to the recovery and the return of pre-covid trends, especially as the summer season approaches. The demand has been robust in the last few months and to improve it further, we implemented strategies like the introduction of friendship packs that helped consumers who were looking for convenient options for at-home consumption, mainly in urban markets. In fact, At-home demand for beverages was leading the recovery trend over the last few months and we are hopeful that it is only bound to scale up. Moving forward, convenience will continue to be driving factors as we ensure both large and small packs of products across our categories are always available to suit various occasions and consumers across the country,” said the spokesperson. During the lockdown, Pepsi also shifted its marketing monnies to digital media and is now slowly getting back to its 360-degree approach. The cola brand has constantly reinvented itself to create experiences that connect with consumer passions, be it Bollywood, Music or Sports and this year, it would continue to focus on the same areas. Sharing some of the focus areas for this year, PepsiCo’s spokesperson said, “Driving consumer awareness and engagement through effective advertising has always been our priority. In 2020, we launched digital-first campaigns given online content consumption was at an all-time high. This year, with the external environment slowly opening up, our intent is to elevate our marketing game a notch higher to create a 360-degree surround. We will be pivoting our brand communication across mass pillars of choice like entertainment, sports, music and gaming through multiple mediums to reach consumers across the country. While we shall continue to leverage digital platforms, we shall also leverage other mediums especially TV and outdoor as they are gaining prominence.”

How Pepsi continues to stay relevant and connect with every generation

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

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

<ul><li>The <keyword id="8730685" type="UNKNOWN" weightage="20" keywordseo="Duff-Phelps-celebrity-brand-valuation-report">Duff &amp; Phelps’ celebrity brand valuation report</keyword> reveals the new faces that bagged the most number of brand endorsements in 2019. </li><li>The list includes national award winner <keyword id="2618061" type="PERSON" weightage="20" keywordseo="Vicky-Kaushal">Vicky Kaushal</keyword> and recent entrants like Tara Sutaria, who is the celebrity brand ambassador of the global makeup brand <keyword id="2140856" type="PERSON" weightage="20" keywordseo="Bobbi-Brown-Cosmetics">Bobbi Brown Cosmetics</keyword> and <keyword id="3273962" type="PERSON" weightage="20" keywordseo="Janhvi-Kapoor">Janhvi Kapoor</keyword> — signed by Reliance Retail. </li><li> <keyword id="6354535" type="PERSON" weightage="20" keywordseo="ayushmann-khurrana">Ayushmann Khurrana</keyword>, Kartik Aaryan and Tiger Shroff featured in more than 10 endorsements last year. </li><li>The shift in focus from established celebrities to new faces across the advertising and media industry over the past year explains the theme “New is Gold”.</li></ul>The world of <keyword id="145279" type="PERSON" weightage="20" keywordseo="Celebrity-endorsements">celebrity endorsements</keyword> in ringing in the new and how. Ayushmann Khurrana, <keyword id="2214479" type="PERSON" weightage="20" keywordseo="Karthik-Aaryan">Karthik Aaryan</keyword> and Vicky Kaushal - won over 10 brand endorsement deals each, last year. Other new-age actors like debutante Tara Sutaria and Jahnavi Kapoor also bagged more endorsements than movies in 2019. The actor who took the cake however was Ayushmann Khurrana who not only made it to number 10 on the list by <a href="https://www.duffandphelps.in/-/media/assets/pdfs/publications/valuation/celebrity-brand-valuation-report-2019.ashx">Duff &amp; Phelps’ celebrity brand valuation report</a>, also endorses a whopping 17 brands. With three hits last year with movies that are based on offbeat stories and smaller budgets — he is called Bollywood's Mr Return on Investment. Looks like brands are rushing in to invest him in too. <table style="border-width: initial; border-style: none; width: 468pt; table-layout: fixed;"></colgroup></colgroup><tbody><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Celebrity </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Movies </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Endorsements </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Ayushmann Khurrana </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">2 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">17 </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Kartik Aryan </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">2 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">16 </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Tiger Shroff </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">2 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">16 </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Disha Patani </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">1 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">15 </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Kriti Sanon </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">3 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">14 </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Rajkummar Rao </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">3 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">13 </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Taapsee Pannu </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">4 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">11 </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Vicky Kaushal </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">1 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">10 </td></tr></tbody></table> “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 $87.5 million,” said Aviral Jain, managing director of Duff &amp; Phelps. A few new age celebrities like Tara Sutaria bagged global deals. The actress who is two films old is now the brand ambassador of the global makeup brand Bobbi Brown Cosmetics. Janhvi Kapoor however is now a part of India’s top company — Reliance Retail. Kartik Aaryan, Tiger Shroff bag over 10 deals Actors who saw the most hits last year - like Kartik Aaryan and Tiger Shroff - bagged over 10 endorsements last year. In total, Aaryan who delivered three consecutive hits which made more than Rs 100 crore - now endorses 16 brands. He will soon hit the screens again with his feature in the sequel of Love AajKal. Tiger Shroff who was a part of last year’s top grosser War, too has 16 endorsements in his kitty. Actress Disha Patani who is a rage on Instagram has 15 endorsements. Kriti Sanon and <keyword id="699893" type="PERSON" weightage="20" keywordseo="Taapsee-Pannu">Taapsee Pannu</keyword> won 11 deals last year. Rajkummar Rao did not have a successful run last year. But he too has 13 endorsements in his kitty including Maggi. “Their strong millennial connection landed them multiple endorsement deals,” the report concluded. The shift in focus from established celebrities to new faces across the advertising and media industry over the past year explains the theme “New is Gold”. Indian cricket team captain Virat Kohli is recognised as the most valued celebrity for the third year in a row. “National award winner Ayushmann Khurrana, dancing wizard Tiger Shroff and hitman Rohit Sharma grabbed 10th, 17th and 20th spots, respectively. The overall brand value of the top 20 celebrities in 2019 is estimated at USD 1.1 billion, an increase of 25% from last year,” the report said. See also: <a href="https://www.businessinsider.in/advertising/brands/article/virat-kohli-continues-to-be-the-most-valuable-celebrity-with-a-brand-value-of-237-5-million/articleshow/73954865.cms">Virat Kohli continues to be the most valuable celebrity with a brand value of $237.5 Million: Duff &amp; Phelps Study</a> <a href="https://www.businessinsider.in/thelife/personalities/news/check-out-top-10-personalities-name-in-2019-google-search/articleshow/72470520.cms">Vicky Kaushal, Rishabh Pant, and Abhinandan Varthaman among the top 10 personalities that Indians googled this year</a> <a href="https://www.businessinsider.in/india/news/youtuber-bhuvan-bam-of-bb-ki-vines-makes-to-forbes-30-under-30-list/articleshow/73952923.cms">Youtuber Bhuvam Bam is having a wonderful year - from World Economic Forum to Forbes India's 30 under 30 list</a>

From Ayushmann Khurrana to Vicky Kaushal and Kartik Aaryan, millennial stars are beating legacy actors for brand endorsements

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

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

<ul><li>A 360-degree campaign will be launched in 2020 to ‘reflect the self-confidence of today's youth’.</li><li>Pepsi will be launching its association with Salman Khan by tying up with Dabangg 3.</li><li>According to industry sources, the deal was finalised at Rs 15 crore. </li></ul>From Disha Patani to Tiger Shroff, Pepsico has consistently partnered with artists and new age icons over the years. However, this time, the cola brand has on-boarded Salman Khan – a 54-year-old star – who is the most expensive brand endorser after Virat Kohli. According to industry sources, the deal was finalised at Rs 15 Crore. In 2019, Pepsi’s core target audience has been the Indian youth. It was one of the first few brands to experiment with TikTok for its campaign ‘Har ghoonth main swag'. During the IPL season, Pepsi became the first brand in India to appoint an 87-year-old Charulata Patel, who has a viral internet star, as its brand ambassador. Through its campaigns, the brand has proven that age is just a number. According to Pepsi, this time too, a 360-degree campaign will be launched in 2020 to ‘reflect the self-confidence of today's youth in a manner that is as effortlessly cool as Salman.’ “We are excited to announce Pepsi’s collaboration with Bollywood superstar Salman Khan. Over the last year, SWAG has been the underlying message throughout Brand Pepsi’s campaigns, celebrating the innate self-belief of the Indian consumer today. In 2020, we look forward to building the brand’s Har Ghoont Mein Swag proposition with Salman in 2020,” said a Pepsico spokesperson. Khan will be next seen in the Dabangg franchise. Pepsi will be launching its association with Salman by tying up with Dabangg 3. This campaign will give consumers a sneak peek into what the Pepsi 2020 campaign will look like.

Pepsi gets a 54-year-old star, Salman Khan to target millennials

<ul><li><keyword id="2568448" type="COMPANY" weightage="20" keywordseo="DSM-India">DSM India</keyword> has launched its second <keyword id="9950872" type="COMPANY" weightage="20" keywordseo="project-streedhan">Project Streedhan</keyword> campaign, underlining the need to build immunity in women through proper nutrition. </li><li>However, it lacks representation as it features women of one body size, type, shape and age. </li><li>It aims to empower women to embrace, prioritise and take care of themselves by filling up their vault of health with proper nourishing food. </li><li>However, does it fall into the same trap it is trying to escape? We speak to experts to find out. </li></ul>Advertising in India has come a long way when it comes to representation of women. From a time when women were only portrayed as home-makers taking care of everybody, today ads talk about a larger role that they play in the world. However, we realised something. Very few ads show women eating, which as an activity is such a normal, everyday thing. But we've rarely seen women do that in ads. It is usually they who cook, feed others or wait until after dinner to feed themselves from what is left. Women are shown as caretakers, nourishers or givers, very rarely do they prioritize themselves in real life or pop culture. Dutch State Mines’ CSR initiative Project Streedhan has exhorted women to give their nutrition and themselves equal importance by investing in iron-rich food. The first phase of advertisement released in 2019 aimed at raising awareness about iron deficiency in women's bodies that causes. It portrayed uninhibited women consuming food -- with no filters or worrying about ‘what will people think.’ It encouraged women to celebrate their femininity and eat like nobody's watching, becoming the revolutionary campaign women needed that urged them not to neglect their health behind their husband, kids or desk. The project by DSM India also reminded people that women need to be healthy to be financially independent, it changed the definition of what Streedhan meant. This time, the Streedhan campaign seeks to drive home a similar message -- that our health is our real wealth at all times, and that we need to nurture our immunity by feeding it, building it, and protecting it. The ad tells them to be their own bodyguard by filling up the vault of their health. Three out of four women in India are deficient in vitamins and being deficient in vitamins is known to lower immunity, and therefore lower resistance to infections. <div type="Youtube" id="a-v6I_HAl6g" title="Project Streedhan | #InvestInYourImmunity" thumbUrl="https://i.ytimg.com/vi/a-v6I_HAl6g/mqdefault.jpg"></div> Titled ‘<keyword id="9927435" type="PERSON" weightage="20" keywordseo="sehat-ki-tijori">Sehat Ki Tijori</keyword>,’ the advertisement has been crafted by <keyword id="2804902" type="COMPANY" weightage="20" keywordseo="FCB-Ulka-Advertising">FCB Ulka Advertising</keyword> to emphasise the importance of stocking nutritious food. The advertisement is aesthetically pleasing and the catchy song stays with you. Every frame seems like painting. However, for an advertisement that aims to raise awareness about anemic women or celebrate women at leisure and empower them, it first comes across as an ad for a clothing, beauty or juice brand. It features women of one kind, with one body type, shape and age, which are otherwise seen as ‘ideal’ bodies of ‘desirable’ age. It aims to be rustic but ends up painting a picture that is flawlessly beautiful. It lacks representation of different kinds of women. While the message is about women empowerment and finding the right nourishment, it uses beauty standards to send it across. Women seem to eat in an erotic way perched up on a branch but it is sexualised, appears pleasurable and not about feeding or taking care of themselves. Since its aim is to celebrate femininity, women’s health and reach out to women in every nook of our country, be it urban or rural, will women resonate with it? Or does it feel like an advertisement made from the male gaze? Does it fall into the trap it is trying to escape from? We reached out to a few experts from our industry to see what they feel. “I am appalled by the sexual overtones. I have no idea what this communication piece is trying to say and to whom,” said Ashwini Deshpande, Co-founder and Director, Elephant Design. Disha Daswani, Creative Director, Schbang, said, "They have achieved cinematic brilliance and even composed a song that one can’t get out of their heads, I mean who wouldn’t want to hear Sona Mohapatra’s voice on repeat? The concept of showing real women, with real problems is completely lost. Yes, we all wished we looked as gorgeous as that, wrapped in a silk saree and glowing amidst vast fields, sucking on a fruit. But sadly no. People with low immunity and anemia (speaking from experience) wake up pale, have noticeable dark circles that prompt questions like ‘hey you look tired today.’ Also, what’s up with casting only slim women who fit the wardrobe well and the excessive lip biting? The concept of Anaemia and low immunity has been romanticized, and not nearly as accurate of how women with this sickness look/feel. You could call it creative liberty or just sheer ignorance?" Alpa Dedhia, Business Director, VMLY&amp;R INDIA felt that the visuals divert attention away from the core message. She said, “Titillating tone of the ad loses the message of women's health for me. There is more to women than just being objectified. The issue about lack of vitamins is an important one and nowhere in the ad is there any serious attempt to address it. A woman is the one who cares for everyone and in the process of doing so; she neglects herself… This is a sacrifice that needs to be addressed and not just girls swinging and dancing around trees.” Pallavi Chakravarti, Executive Creative Director, <keyword id="212000" type="PERSON" weightage="20" keywordseo="Taproot">Taproot</keyword> Dentsu, found the ad ineffective. She said, "The depiction of women was unnecessarily sensual for a subject like immunity building – the execution didn’t connect to the problem at hand at all – at least for me. I mean, when I watched it, the last thing on my mind was whether I might have vitamin deficiencies and what I should do to bolster my immunity." Upasana Naithani- Business Head, Digital, Infectious Advertising also said that the video has sexualised women because it ignores the cause it is made for. She explained, "Especially for the cause it represents, promoting, health and well-being should have been prioritized over the sexual overtone, the video has sexualised women for sure. The fact that immunity is a need for underprivileged, and malnourished is completely overlooked. We also see a certain kind of women being chosen for the ad which is disappointing as this was a great platform to be inclusive of different kinds of women who struggle with immunity." FCB Ulka’s idea behind this advertisement was to celebrate women’s lust for life. Explaining the thought process behind selecting professional models and following beauty standards, FCB Ulka Advertising’s spokesperson said, “There are many narratives that have restricted the idea of womanhood and women’s empowerment – so it is but natural that we may see things at times from different perspectives. With project Streedhan, we wanted to break a fundamental narrative that has restricted women’s empowerment. The idea that women are the nourisher, and therefore de-prioritise their own nourishment. They are expected to eat least and last. Prioritizing their own health and enjoyment is seen as selfish and taboo. With project Streedhan, we celebrate a woman’s lust for life. It is not about sexualizing them as objects of desire, but acknowledging them as whole beings, sexual, woman and above all human. The project gives women ‘permission’ without preaching to them, to enjoy unabashedly their food, to unleash their lust for life. This struck a deep chord with women everywhere as the virality of the first project showed.” “Having different body sizes would indeed be inclusive – however as we were creating a new narrative where women are free to enjoy their food without guilt, we didn’t want body sizes to hijack the messages with more misogynistic “greedy/ selfish’’ narrative. In the future, we will explore how we can drive inclusivity while keeping the narrative intact," said the agency spokesperson. Karthik Srinivasan, Brand Communications and Social Media Expert, had reviewed Streedhan’s first advertisement and appreciated it for its timing, technique, aesthetics and narrative device. However, he posed a few questions that advertisement did not answer the last time and hasn’t this time as well. He wrote, “The film showcases glamorous looking women eating a lot of colourful food and fruits, including corn, watermelon, pomegranate and so on. The text—and the song—exhorts women to eat more iron. Is the implication that they should eat more of what is being shown in the film (those foods that contain iron, presumably)? Wouldn’t it be more useful to showcase a list of kinds of food women should consume instead of just making it seem like the way Katrina Kaif consumes mangoes in the Slice ad? But it doesn’t seem to be doing justice to the problem (and its gravity) it is trying to address.”

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