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<ul><li>An image claiming to be of Diwali lights seen from space makes the rounds on social networks every year.</li><li>The image is in fact many images to show how population has grown in India from 1992 to 2003.</li><li>The only thing that's true is that it's an image of lights.</li></ul>Every year a colourful picture of India makes the rounds on Diwali. The only thing is people claim that it’s a picture of India taken from space on Diwali night. In reality, it’s a picture created by the National Oceanic and Atmospheric Administration (<a href="http://www.ngdc.noaa.gov/dmsp/interest/india.html">NOAA</a>) to highlight the population growth in India — back in 2003. And, it’s not just one photo. It’s a many images stitched together with overlaid data. 
 
 
 <div type="image" title="fakeindia." msid="71779090" hostid="261" caption="&amp;lt;p&amp;gt;Fake Diwali image&amp;lt;/p&amp;gt;"></div>







 The one fact that’s accurate is that it’s a picture of lights. The white lights show where city were visible before 1992, blue lights for 1992, green lights for 1998 and red for 2003. Another picture that's commonly circulated, claiming to be of India on Diwali night, is an actual satellite image of India's night from an ordinary day. 
 
 <div type="image" title="india-2016_edited" msid="71779332" hostid="261" caption="&amp;lt;p&amp;gt;Composite nighttime view of India and surrounding areas 2016 &amp;lt;/p&amp;gt;"></div>




 If you want to see a picture of India from space on Diwali night, the National Aeronautics and Space Administration (<a href="https://earthobservatory.nasa.gov/images/79682/south-asian-night-lights">NASA</a>) has one from 2012 taken by the Visible Infrared Imaging Radiometer Suite (VIIRS) on board the Suomi NPP satellite. 
	
 
 
 <div type="image" title="realindia." msid="71779109" hostid="261" caption="&amp;lt;p&amp;gt;India seen from space on Diwali in 2012&amp;lt;/p&amp;gt;"></div>

It’s time India got over the fake Diwali picture

New Delhi, Rajshree Saraf, 24, recently shifted to New York to pursue her dream of becoming a creative technologist. She has never been away from home, not even once. This year, due to international travel limitations and the alarming rise in the Covid-19 cases, she will spend her <keyword id="188" type="ENTERTAINMENT" weightage="20" keywordseo="Diwali">Diwali</keyword> away from her family and friends in Kolkata. "My friends have a ritual to organise a cards party every Diwali and we spend hours playing games, drinking and chatting. Thanks to <keyword id="790242" type="COMPANY" weightage="20" keywordseo="WhatsApp">WhatsApp</keyword> video calls, this Diwali will be no different for me. In fact, I am also planning to create some personalised Diwali stickers on WhatsApp that I can share with my friends," Saraf told IANS. The story of working professionals Bani Singh, 29 and Abir Kapur, also 29, who just tied the knot is similar. Abir works in financial services in Hong Kong and came to Delhi for his wedding, just before Diwali. With Bani still figuring her citizenship situation amid Abir's work commitments, the newly-weds' first Diwali will be on WhatsApp. "It is our first Diwali together and we haven't stopped discussing our virtual plans. Abir created a WhatsApp group in which we post pictures, videos and send voice notes to each other so that we feel connected and together on our first Diwali as a couple," they informed. For 400 million users in India, WhatsApp video calls are the easiest medium to connect to their loved ones in the festive season especially in the social distancing days. Family group video calls are also growing as WhatsApp has doubled the number of participants in a video or voice call from four to eight people at a time on its platform. People on average are spending over 15 billion minutes talking each day on WhatsApp calls. Captain Pankaj Bahukhandi, 57, serves as a Master Mariner for a shipping company. Being away for the latter part of the year, he will not be able to spend Diwali with his family in Dehradun. "Like every other time, we will speak on WhatsApp calls and share pictures, videos and voice notes on our family WhatsApp group so that I feel emotionally connected with my family amid the festivities," he said. "One app that we are the most comfortable using is WhatsApp. It is so easy to make calls and send pictures. We also put WhatsApp status for our grandkids on their birthdays," added Rajdeep Tewari and Sandhya Tewari, grandparents to four children, who are working professionals in different countries in the world.

How whatsApp video calls are connecting Indians this Diwali

<keyword id="46425" type="PERSON" weightage="20" keywordseo="Anand-Mahindra">Anand Mahindra</keyword> is a name to reckon with globally. The 60 year old business tycoon’s journey is one that can inspire the young budding entrepreneurs. Taking a cue from his story, we list down a few life lessons, one can learn from this social media savvy titan. 
	 
	Be assertive 
	 
	It wasn’t exactly a rosy picture back in 1991 when Anand Mahindra had to pacify the protesting workers at Mahindra &amp; Mahindra plant in Mumbai. Reason? He had refused giving Diwali bonus until the workers increased their productivity. And while the workers furiously agitated, the 36 year old deputy managing director held his ground until the workers calmed down. 
	 
	Determination 
	 Being one of the pre-independence era companies, Anand Mahindra had the <keyword id="1377800" type="UNKNOWN" weightage="20" keywordseo="Herculean-Task">Herculean task</keyword> of growing the company at a time when India had to undergo a major change in its economy. The Licence Raj came to an end in 1991 and the market opened up to foreign players. It was Mahindra’s sheer determination that helped this homegrown company to grow into one of the largest conglomerates in the country. 
	 
	Dream big 
	 
	Do you think it would have been possible for M&amp;M to grow into such a large conglomerate, had Mahindra not dreamed big? We don’t think so. The man had the courage to dream big and look where M&amp;M is today. 
	 
	Evolve 
	 
	Being open to new changes is extremely important for one’s growth. And no one epitomizes this more than Anand Mahindra. Even though he belongs to the old school of corporate honchos, Mahindra is active on social media, which means he is successfully making a connection with the younger generation seamlessly and knows the pulse of the consumers.

Life lessons from Anand Mahindra

Over the last few days, several hashtags have been floated on Twitter and <keyword id="6354576" type="CITY" weightage="20" keywordseo="Facebook">Facebook</keyword> asking people not to buy China-made LED lights and decoration items this <keyword id="188" type="ENTERTAINMENT" weightage="100" keywordseo="Diwali">Diwali</keyword>. People urged others to stay away from the Chinese products, which they fear is eating up India’s economy. These netizens also believe that banning Chinese goods in India will be a big hit to the Chinese economy. People have been flooding Whatsapp and other instant message services to put a stop on Chinese products. 
 
However, the reality seems to be different. Many traders associations across the country have reported that people still tend to buy Chinese goods. And the obvious reason for it is the price. The market that swears by its sensitivity to prices have bowed down to Chinese products. 
 
 "Chinese products are a huge rage due to low cost. Indian consumers prefer Chinese products due to low costs," Sat Narayan, president of the <keyword id="3794057" type="UNKNOWN" weightage="20" keywordseo="gaffar-market-and-vishnu-marg-market-association">Gaffar Market and Vishnu Marg Market Association</keyword> told the <keyword id="6474066" type="COMPANY" weightage="20" keywordseo="economic-times">Economic Times</keyword>. 
 Highlighting the difference in price, a shopkeeper in a market in <keyword id="65637" type="CITY" weightage="20" keywordseo="West-delhi">west Delhi</keyword> said a 10-m-long fairy light made in China costs Rs 50 while a similar product from India is priced at Rs 200. 
 
"Indian companies had stopped producing lights for Diwali and other festivals almost 10 years ago, ever since their imports from China started," said Narayan.

Sorry social media, Indians are
still buying Chinese lights this Diwali because those come cheap

Bollywood power couple, <keyword id="19927390" type="General" weightage="100" keywordseo="Deepika-Padukone" source="keywords">Deepika Padukone</keyword> and <keyword id="19921973" type="General" weightage="20" keywordseo="Ranveer-Singh" source="keywords">Ranveer Singh</keyword> have become parents to a <keyword id="20015816" type="General" weightage="20" keywordseo="baby-girl" source="keywords">baby girl</keyword>.'DeepVeer' officially confirmed the news with their fans with a post on <keyword id="19900288" type="General" weightage="20" keywordseo="Instagram" source="keywords">Instagram</keyword> on Sunday. "Welcome baby girl! 8.09.2024," the picture read. After this good news, 'DeepVeer' fans couldn't keep calm and flooded the comment section. One of the users wrote, "Congratulations Deepu and Ranveer." Another user commented, "Congratulations DeepVeer." On Saturday, several photos and videos of Deepika went viral on social media as she made her way to the hospital. Before welcoming their first child, Deepika and Ranveer visited Mumbai's <keyword id="20382517" type="General" weightage="20" keywordseo="Siddhivinayak-Temple" source="keywords">Siddhivinayak Temple</keyword> on the occasion of <keyword id="20669522" type="General" weightage="20" keywordseo="Ganesh-Chaturthi" source="keywords">Ganesh Chaturthi</keyword> on Friday evening. The couple was clicked by the shutterbugs as they entered the temple premises. The couple were all smiles as they arrived at the temple to see Lord Ganesha's blessings. Recently, the couple treated fans with their stunning <keyword id="20762403" type="General" weightage="20" keywordseo="maternity-shoot" source="keywords">maternity shoot</keyword>. In the joint post shared on Deepika and Ranveer's Instagram handles, the couple captioned it with ward off evil eye, heart and infinity emojis. In the pictures, the couple can be seen embracing baby bump. Deepika and Ranveer announced their pregnancy in February this year. Ranveer-Deepika tied the knot on November 14, 2018, at Italy's Lake Como after dating for six long years and the duo never fail to shower love on each other on social media. They first met on the sets of Sanjay Leela Bhansali's romantic drama film 'Goliyon Ki Rasleela Ram-Leela' and later also starred in 'Bajirao Mastani' and 'Padmaavat'. Meanwhile, on the work front, Deepika will be next seen in '<keyword id="20032943" type="General" weightage="20" keywordseo="Singham-Again" source="keywords">Singham Again</keyword>,' set to hit the big screens on the festive occasion of Diwali 2024. Helmed by Rohit Shetty, 'Singham Again' also stars her husband Ranveer Singh, actors Ajay Devgn Kareena Kapoor Khan, Akshay Kumar, Tiger Shroff, and Ranveer Singh in the lead roles. 'Singham Again' is the third instalment of the super-hit franchise. 'Singham' was released in 2011, starring Kajal Aggarwal and Prakash Raj in lead roles, followed by 'Singham Returns' in 2014. Both projects were box office hits. Ranveer, on the other hand, recently announced his new project, featuring a stellar cast that includes Sanjay Dutt, R Madhavan, Akshaye Khanna, and Arjun Rampal. Ranveer Singh will also star in Farhan Akhtar's upcoming 'Don 3'.

"Welcome baby girl": Deepika Padukone, Ranveer Singh become parents

<ul><li>The ‘Well Played India’ campaign specifically highlights four key moments of the year and what Spotify users listened to the most, during these moments.</li><li>Right from ‘Diwali cooking’ to ‘post-Diwali workout’, and from the ‘wedding season’ to the ‘traffic’ season that comes along with the weddings, the brand campaign depicts how every situation was accompanied by music. </li><li>The campaign features two TVCs, 25 digital creatives across online and social media platforms, and 15 OOH creatives highlighting culturally relevant audio trends, through the end of the year.</li><li>Spotify’s latest campaign ‘Well-played’ India is an extension of #SpotifyWrapped that celebrates how Indians listened to music throughout the year</li></ul>Last week, Spotify global started a campaign called ‘#SpotifyWrapped’ and gave a sneak-peek into what the audience from different corners of the world listened to in 2019. The campaign was later followed in India and gained a huge momentum on social media as more than 11,000 users shared their Wrapped cards. The maximum search volume for #SpotifyWrapped so far, came from Goa, Meghalaya, Mizoram, Delhi and Karnataka. Beyond users and artists, brands and influencers also joined in the -- right from Netflix to Boscia and Akshar Pathak. To amplify the impact of this consumer engaging campaign further, Spotify is now running ‘Well Played India’, a marketing campaign across TV, outdoor, and digital, to celebrate how Indians listened to music through 2019. The essence of this campaign is to highlight the biggest music streaming trends across the country, based on cultural and seasonal moments of listening. What differentiates this campaign from Spotify’s previous marketing campaigns here is that ‘Well Played India’ at its core, is powered by data, and an ode to India’s growing passion for music, transitioning from a recreational experience, to a more integral part of the daily social fabric across user moods and moments. 
 
 <div type="image" title="Wrapped OOH 3" msid="72767346" hostid="261"></div>





 The localised theme of the campaign is designed to build relevance with the local users, who have not experienced Spotify Wrapped, but have been listening to music and podcasts on Spotify since its launch in India earlier this year. ‘‘Spotify Wrapped is unlike any other campaign, and is designed to celebrate the user’s intimate relationship with music. Born through data and powered by the user’s innate passion to explore music, the campaign at its core reflects our value in audio discovery and how we are bringing alive newer music journeys and sounds everyday. “Well played” is a commonly used phrase between friends and family in conversations, and we used it to create relatability to what the Wrapped campaign stands for. Right from users to artists, we’ve seen the sharing of Wrapped cards kick off, and hope that this campaign drives more consumption and sharing,” said Neha Ahuja, Head of Marketing at <keyword id="6118216" type="UNKNOWN" weightage="20" keywordseo="Spotify-India">Spotify India</keyword>. 
	
	<div type="twitter" handle="spotifyindia" handlename="Spotify India" image="http://pbs.twimg.com/profile_images/1085180566880673793/bzcQNnFJ_normal.jpg" favoritecount="15" retweetcount="0" status="At least there are no aunties at the traffic signal asking when you're getting married. Well played, India. Have yo… https://t.co/mGUCdUpegQ" createdat="1576471302000" id="1206434202402480128"></div>





 The ‘Well Played India’ campaign specifically highlights four key moments of the year and what Spotify users listened to the most, during these moments. Right from ‘Diwali cooking’ to ‘post Diwali workout’, and from the ‘wedding season’ to the ‘traffic’ season that comes along with the weddings, the brand campaign depicts how every situation was accompanied by music. The campaign features two TVCs, 25 digital creatives across online and social media platforms, and 15 OOH creatives highlighting culturally relevant audio trends, through the end of the year. 
 
 <div type="image" title="Wrapped OOH 2" msid="72767457" hostid="261"></div>

Spotify gives a sneak-peek into what music Indians played and loved the most in 2019

<ul class="summary-list"><li><keyword id="63528" type="PERSON" weightage="60" keywordseo="Prince-Philip">Prince Philip</keyword>, the Duke of Edinburgh, died Friday morning at the age of 99.</li><li>All of the official royal Twitter and Instagram pages changed their profile pictures to honor him.</li><li>The <keyword id="72980" type="ORGANIZATION" weightage="60" keywordseo="royal-family">royal family</keyword>'s website was also turned into a tribute with a black background.</li></ul>After Buckingham Palace announced <a href="https://www.insider.com/prince-philip-dead-2021-3">Prince Philip's death on Friday at the age of 99</a>, all three official royal social media accounts changed their profile pictures to honor the late Duke of Edinburgh.The last time royal social media accounts changed their profile pictures was to mark Remembrance Day in November. <div type="image" title="royal family instagram" height="600" width="800" msid="81993717" hostid="261"></div>Prince William and Kate Middleton removed their Instagram profile picture, a photo of their family participating in an April 2020 event applauding frontline workers, and replaced it with a more somber image of their monogram.Prince Charles and Camila's official Instagram account swapped out a smiling photo of the couple from a July 2019 visit to Wales for their monogram.The official royal family account followed suit, and all three Instagram accounts shared the same announcement of Prince Philip's death with a black and white photo of him in his military uniform.All three royal Twitter accounts also <a href="https://twitter.com/KensingtonRoyal">changed their cover photos</a> to a black and white picture of Prince Philip.The <a href="https://www.royal.uk/">royal family's official website</a> was turned into a tribute to the Duke of Edinburgh against a black background, with a message saying the site was "temporarily unavailable while appropriate changes are made."<div type="image" title="prince philip website" height="1553" width="2071" msid="81993719" hostid="261"></div>While Prince Harry and Meghan Markle have left royal life behind, they <a href="https://archewell.com/">updated the website of their Archewell organization</a> with a message thanking Prince Philip for his service and saying he would be "greatly missed."<div type="image" title="archewell" height="947" width="1263" msid="81993721" hostid="261"></div>Renowned for his cheeky and sometimes offensive sense of humor, Prince Philip <a href="http://uk.businessinsider.com/the-queen-husband-prince-philip-is-retiring-2017-5" target="_blank" rel="noopener">retired from public life</a> in May 2017 at the age of 95, and he once said he <a href="https://www.insider.com/prince-philip-98-birthday-could-not-imagine-reaching-100-2019-6">"couldn't imagine anything worse" than reaching the age of 100</a>.He is survived by four children, eight grandchildren, and <a href="https://www.insider.com/queen-elizabeth-great-grandchildren-2018-4">ten great-grandchildren</a>.

Royal family members changed their profile pictures on social media following Prince Philip's death

<div class="image-container float_right"><div class="image"><a href="http://www.urbanoutfitters.com/urban/catalog/search.jsp?q=pug+tee">Urban Outfitters</a></div></div>Good morning, AdLand. Here's what you need to know today:
Retailers like <keyword id="749203" type="COMPANY" weightage="60" keywordseo="Urban-Outfitters">Urban Outfitters</keyword> are <a href="http://www.adweek.com/news/advertising-branding/retailers-are-increasingly-using-real-people-s-social-pics-152445">increasingly using everyday customers</a> in photos <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> their brands, as opposed to models. The companies find them by searing social media hashtags linked to various products.
360i <a href="http://adage.com/article/global-news/anticipating-world-cup-dentsu-s-360i-opens-sao-paulo/244179/">is opening a Brazil office</a> in anticipation of the 2014 World Cup and the 2016 Summer Olympics. The agency will work with Lov, a smaller agency also owned by Dentsu, in Sao Paulo. 
Adweek takes a look at Time Inc.'s <a href="http://www.adweek.com/news/technology/time-inc-ready-launch-its-ambitious-new-video-strategy-152446">new digital video strategy</a>.
Arnold <a href="http://www.mediabistro.com/agencyspy/dugan-arnold-part-ways_b53685">chief commercial officer Dave Dugan has left the agency</a>.
Dollar Shave Club <a href="http://adage.com/article/news/butt-wipes-sign-rare-endorser-nfl-center/244177/">will use NFL offensive linemen to promote its One Wipe Charlies</a>, a line of flushable, wet toilet-paper wipes. 
Grey New York <a href="http://www.mediabistro.com/agencyspy/yep-grey-adds-more-gcds-to-fold-this-time-a-cannes-gold-winning-pair_b53673">added group creative directors Nick Pringle and Steve Wakelam from DDB Sydney</a>. They'll be working on the Fabreze, Ally, and P&amp;G Global Corporate accounts.
Columbia Sportswear hired North <a href="http://www.adweek.com/news/advertising-branding/columbia-sportswear-hires-north-fall-2014-creative-152408">to lead creative on its Fall 2014 ad campaign</a>. Butler Shine Stern &amp; Partners, Columbia's lead agency since 2008, will continue to buy media for the brand.
Epsilon's head of agency services, Zain Raj, <a href="http://adage.com/article/agency-news/epsilon-ceo-agency-services-zain-raj-depart-company/244169/">is leaving the company to spend time with his family and work on his forthcoming book</a>.
<keyword id="56400" type="COMPANY" weightage="60" keywordseo="ESPN">ESPN</keyword> and ESPN Deportes <a href="http://www.mediabistro.com/agencyspy/espn-espn-deportes-celebrate-the-25th-anniversary-of-hispanic-heritage-month-with-one-nacion_b53706">are kicking of Hispanic Heritage Month</a> with a one-hour primetime special commemorating the achievements of ESPN's top 10 Hispanic athletes. The countdown will be sponsored by Jack Daniel's and Gillette, which will invite fans to use social media to vote between the number one and number two athletes on the countdown. 
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Urban Outfitters Is Using Customers' Social Media Pictures To Advertise Its Products [THE BRIEF]

Mumbai, Superstar <keyword id="2823" type="General" weightage="20" keywordseo="Akshay-kumar" source="Orion">Akshay Kumar</keyword> on Friday announced the fifth instalment of his comedy franchise "<keyword id="63002" type="General" weightage="20" keywordseo="housefull" source="Orion">Housefull</keyword>". Tarun Mansukhani, known for movies "Dostana" and "Drive", will direct "Housefull 5", which will be released in theatres on Diwali 2024. Along with Kumar, actor Riteish Deshmukh will also return for the fifth chapter, to be produced by producer Sajid Nadiadwala's banner Nadiadwala Grandson Entertainment. "Get ready for FIVE times the madness! Bringing to y'all #SajidNadiadwala's #Housefull5 Directed by @tarun_mansukhani See you in cinemas on Diwali 2024!" Kumar posted on his social media handles. The franchise started with 2010's "Housefull", which was followed by three sequels -- "Housefull 2" (2012), "Housefull 3" (2016) and "Housefull 4" (2019).

Akshay Kumar announces fifth part of 'Housefull' franchise, film to release on Diwali 2024

<ul><li>Tanishq’s latest Ekatvam Diwali ad stirred up a new row of controversy on social media for promoting a crackerless Diwali. </li><li>The brand was quick to delete its ad this time. </li><li>This made us wonder if brands are setting a wrong precedent by pulling down their advertisements and giving in to these bullies too quickly? Will consumers lose faith in the brand for backtracking and its lack of confidence? </li><li>Experts tell us their thoughts and ideal ways of dealing with online trolling. </li></ul>Tanishq has found itself in troubled waters yet again. On November 09, #BoycottTanishq was trending on Twitter for another advertisement under its on-going ‘Ekatvam’ (unity) campaign and this time, we are scratching our heads to find a reason why it offended the internet users. The ad featured four independent actors Sayani Gupta, Neena Gupta, Alaya F and Nimrat Kaur talking about what they love about Diwali and how they are going to celebrate the festival this year. The ad is about female companionship and oneness. It celebrates successful women and positions itself as a brand that caters to women of all ages. Tanishq’s latest ad wasn’t just about promoting a noise-free Diwali, contrary to what trolls think. It was about celebrating Diwali with family and not bursting crackers was just one of the messages they gave. The message which offended many internet users wasn’t the central thread of the ad. It was woven around the message of equality and togetherness. Its caption read, “This Diwali, let’s unite and celebrate with those closest to our hearts.” While many experts say that religion is a tough subject to handle and brands should be careful in the way they project themselves, this time, Tanishq played it safe. It only featured Hindu, upper-caste and class women celebrating Diwali. So, what was the problem? It seems like the memories of the previous storm were still fresh and the mere sight of Tanishq is offending Twitterati. They were quick to jump in to ask for another boycott for ‘trying to advise Hindus on how to celebrate their festivals’ and ‘defame their culture.’ “Why should anyone advise Hindus how to celebrate Our Festivals? Companies must focus on selling their products, not lecture us to refrain from bursting Crackers. We will light lamps, distribute sweets and burst green crackers. Please join us. You will understand Ekatvam,” said a user. “Saw a recent ad campaign by Tanishq Jewelry where some bimbos prattle vacuously about how Deepavali is about buying clothes and jewellery. Looks like this is the new woke line. Strip Deepavali of all religious significance and make it a kind of a glorified kitty party with lights,” said another Twitter user. They even had a problem with women not wearing symbols of patriarchy and their badges of being married such as bindis, bangles and sindoor. <div type="twitter" handle="krithikasivasw" handlename="krithika sivaswamy" image="http://pbs.twimg.com/profile_images/1307598588181016576/coJ-S3Qq_normal.jpg" favoritecount="172" retweetcount="61" status="No bindi, no deepam, no lakshmi pooja. While I don't like to intefere into people's dressing or spiritual choices… https://t.co/tzM0cbaXk0" createdat="1604896710000" id="1325659002307375105"></div> It was around a month ago that Tanishq’s ad film about a Hindu bahu and her Muslim saas living together peacefully made the trolls uncomfortable. In both these controversies, Tanishq was quick to withdraw its ad and apologise for hurting religious sentiments. This made us wonder if brands are setting a wrong precedent by pulling down their advertisements and giving in to these rabble-rousers too quickly? The last time, Tanishq withdrew its ad because the safety of its employees was in danger and so far, for its recent ad, it has just been social media outrage. Powerful brands like Tanishq have the resources to stand up to these bullies. Brands are also aware of the volatile climes they live in and how advertisements can irk some internet users. So, are brands not hiring good media planners? Will consumers lose faith in the brand for backtracking and its lack of confidence? A larger question every CMO ponders upon, what is the ideal way to deal with these online bullies? We reached out to experts to find out. Here is what they had to say: Lloyd Mathias, Business Strategist and Angel Investor: I am surprised that Tanishq chose to take down the ad in the face of social media backlash. I am sure the brand foresaw the likely controversy when they chose to go down this path – so backtracking now is a little surprising and doesn’t speak well for their planning. It is important for companies and brands to respect public sentiment. After all, a brand and a company exists within a larger community and all it does is have to reflect the values of its users and the larger society it operates in. Thanks to their reach and heft, brands have become important elements in shaping culture, influencing behaviour and moulding opinion. It is therefore important for them to proactively do the right thing, even though it may have short-term implications for their business. Harish Bijoor, Brand Guru &amp; Founder, Harish Bijoor Consults Inc: I very simply believe that brands must avoid touching topics that either directly or indirectly touch politics or religion. Anything that touches these two or adjacent issues such as custom and tradition, must be avoided. These are sensitive times. Avoid issues that sensitize audiences further. Akshara Vasavda, Creative Lead, Schbang: Another <keyword id="2851713" type="PERSON" weightage="20" keywordseo="Tanishq-Ad">Tanishq ad</keyword> taken down because of angry trolls upset over someone saying we shouldn't burst firecrackers, because you know, we're kind of in the middle of a pandemic and an on-going climate crisis in general. How dare they? First, let's focus on the real issue - the extremists dominating much of the Indian media and social media right now, spreading their intolerance in almost every sphere of our lives. There is no platform where one can express their (very reasonable and justified) views freely without getting attacked by angry extremist trolls. Whether or not Tanishq should have taken the ad down is a separate conversation. They are still yet another victim of growing extremism in our country, albeit a very privileged victim with power and resources to fight this issue and bring some much needed change. Should Tanishq have taken this ad down? Absolutely not. I work on a brand 100x smaller than Tanishq that was attacked for a week straight for a simple social media post on Navratri, but we stuck to our cause and fought the trolls off with a team of 3 girls handling ORM. I simply do not see why a brand like Tanishq feels forced to take the ad down except for maybe, just maybe, they want to have their cake and eat it too - please the progressives but be in the good books of conservatives/right wing audience as well. Afterall, their sales come from the old and the rich. Or maybe, they want the controversy. Whatever the reason is, I'm out of sympathy for this TATA giant, when small, independent brands are not afraid to stand up in the face of right-wing suppression of speech. Kuber Chopra, Founder, Creative and Strategy Director, Rasta: What Tanishq is dealing with is not a "might offend someone" mindset, it's got to a point where the trolls have simply marked some brands as too liberal for their liking. Just like they would mark some popular liberal voices as those to quash dare they speak. While I did feel when they released the last ad, they would have been conscious of potential backlash, on this occasion they're just dealing with depressing brainwashed mindsets that are going to continue to get offended by the sight of Tanishq. They are probably offended by this because there are 4 independent women and no men in a Diwali ad (albeit it's a jewelry ad) speaking English. I'm honestly a little saddened to suggest a hack for this, but if Tanishq doesn’t think putting a brave front is worth it, they should change the script and redo the voice over perhaps in Hindi. If they want to be brave they can release little snippets of each of these women lighting dias and a little story about who they are, where they're celebrating Diwali. And of course, doing nothing is also a strategy. Hope Tanishq has the best Diwali and open minded Diwali shoppers make their wallets heard. Akshaara Lalwani, CEO &amp; Founder, Communicate India: Conceptualization of an ad campaign is backed by the vision to create an emotional connect with the audience. While ṭhis attempt may at times click well for the brand, there is a possibility of it backfiring too, especially during such sensitive times, when the world is battling through a global health crisis and emotions are heightened. However, keeping that in mind, it is also imperative for brands to believe in its value system and not change as per audience receptiveness. Thus, pulling down the ad wasn't the best way to deal with this situation and only reflected the lack of belief in the idea that the brand had executed through this campaign If we observe the audience engagement post-global-lockdown, it has reflected an upsurge in the rate of social media trolls. Having had the technological access and ample amount of time at hand, people are consuming content on a larger scale and hence brands have been put under the microscopic lenses. In order to deal with such trolls, brands need to evaluate and understand the sentiment that the campaign has brought forth among the audiences. Basis the audience reaction, devising a strategy that helps communicate the campaign’s authentic idea is the best way to tackle the situation at hand. Amyn Ghadiali, Vice President -Business &amp; Strategy, Gozoop: It definitely sets a wrong precedent. I believe that more than trolls, the customers also lose faith in the brand because it doesn’t have the courage to see through things that they actually believe in. If I were the brand custodian at Tanishq, the fundamental question I would ask myself is that do I believe in what I am saying &amp; are the ones trolling me/ my customers? If they are, then I would really like to understand their POV better rather than pulling down the ad. If they are random trolls, who never would be able to afford my brand, why even bother? Also, if a brand believes in a progressive society, I would want to have customers who share that ideology. Look at how Jeff Bezos supported black lives matter. I wouldn’t call it strategy, I would simply call them principles. We all know principles mean nothing if they don’t cost us something. The best way to deal with trolls is to create an army of brand advocates that stand by your decision and belief. In-case of a polarising debate like that of Tanishq or for that matter any brand, it is important to have a spine and stick through. People who support your belief system will come forward, defend you and in-fact respect you even more.

Is Tanishq’s Ekatvam Diwali ad being pulled down setting a wrong precedent?

Diwali is round the corner and we all look for some unique and profound messages to share with our dear ones. The proliferation of the internet has made sharing of messages extremely easy. The moment you open your inbox or social media page, you will see a long list of messages from different people and firms waiting for you. While you would like to send <keyword id="1434847" type="PERSON" weightage="20" keywordseo="Diwali-Wishes" source="Orion">Diwali wishes</keyword>, find some uniquely different ones so that your words of greetings stand out from the rest. Diwali, the festival of lights is one of the most striking features of Indian culture. Hindus, Sikhs, Jains and people of other religions celebrate Diwali in their own way. Though there are several regional variations to Diwali, the essence of this festival is the triumph of good over evil. Diwali enjoins us to pray for the prosperity, happiness and welfare of the family and business. <keyword id="59579" type="PERSON" weightage="20" keywordseo="Diwali-messages" source="Orion">Diwali messages</keyword> help us connect with our dear ones wherever they are. Sharing messages on Diwali is a great way to refresh the bonds we enjoy with our contacts. While Diwali festival will get over in a couple of days, the messages you share for this Diwali will stay permanently in their memories and keep wishing them a happy and prosperous life over the long year ahead. If you are wondering what to wish your near and dear ones for this Diwali, here are a few catchy messages to choose from. This Diwali, may you be blessed with good fortune as long as Ganeshji’s trunk, wealth and prosperity as big as his stomach, happiness as sweet as his laddoos and may your trouble be as small as his mouse. May the Goddess of wealth and the God of Knowledge bless you with their choicest blessings. May the auspicious festival of lights, beautifully illuminate every corner of your life by adding sparkling moments of Love, Happiness, Success, and Joy. May you enjoy this festival with your loved ones with high spirits. Sky full of fireworks, mouth full of sweets. House full of diyas &amp; a heart full of joy. We Wish You A Happy Diwali. May the festival of lights be the harbinger of joy and prosperity. As the holy occasion of Diwali is here and the atmosphere is filled with the spirit of mirth and love, here's hoping this festival of beauty brings your way, bright sparkles of contentment, that stay with you through the days ahead. Best wishes on Diwali. Diwali is a day to light diyas, candles, lights and reflect upon the inner light that dwells in your body. May you find that too! Happy Diwali. Deep jalao deep jalo aaj Diwali re, Khushi khushi sab hanste jao, aaj Diwali re! Happy Diwali to all! Wish you and your family a very very Happy Diwali! May the lights guide you and brightness never leave your side. Deepavali ka tyohar aapke jeewan mein laaye khushiyon ki bahaar.. Deepavali ki dher saari shubhkamnaayein! Diwali is a day to light diyas, candles, lights and reflect upon the inner light that dwells in your body. May you find that too! Happy Diwali. On Diwali, let wisdom guide us and remove the darkness in our life. Wish you a very happy Diwali! Wish you and your family a very very Happy Diwali! May the lights guide you and brightness never leave your side.

Diwali messages and wishes for you dear ones

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