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<ul><li><keyword id="1932100" type="General" weightage="100" keywordseo="bewakoof" source="Orion">Bewakoof</keyword> launches a new advertisement with <keyword id="11898289" type="General" weightage="20" keywordseo="sidharth-malhotra" source="Orion">Sidharth Malhotra</keyword> and <keyword id="3229143" type="General" weightage="20" keywordseo="fatima-sana-shaikh" source="Orion">Fatima Sana Shaikh</keyword> to promote the brand across its digital platforms. </li><li>It encourages the audience to be fearless. </li></ul>Bewakoof has signed Sidharth Malhotra and Fatima Sana Shaikh to promote the brand across its digital platforms. The Cool Student of the Year Sidharth and Dangal star Fatima will be seen in the Bewakoof collection in a digital campaign that has gone live today. The theme of the campaign is Never Change. The Campaign will feature 2 brand films where Sidharth’s <keyword id="896292" type="General" weightage="20" keywordseo="shershah" source="Orion">Shershah</keyword> Co-actor Sahil Vaid will also be seen. The ad films will reveal the ‘always fun side’ of the 3 actors who are seen cracking jokes on each other and showing their mischievous side. Bewakoof is introducing their new tagline, ‘Ho Bewakoof toh stay Bewakoof -- Never Change’. The idea stems from the Bewakoof’s brand persona, which stands for expressing yourself freely without any inhibitions. Bewakoof is synonymous with not giving into pressures and standing for hatke and being fearless. <div type="Youtube" id="t8ajfC8kOH4" title="Stay Bewakoof with Sidharth Malhotra and Fatima Sana Shaikh" thumbUrl="https://i.ytimg.com/vi/t8ajfC8kOH4/mqdefault.jpg"></div> Sidharth and Fatima imbibe this vibe as even after seeing highs and the lows of their profession, they followed their belief system and have won a billion hearts with their sheer hard work and never change, don’t give up attitude. Prabhkiran Singh, Founder CEO, Bewakoof, says, “We are the market leaders in the fashion industry and have built our business without any godfathers. When we thought of rolling out our new campaign centered around Never Change, Sid and Fatima were our obvious choice because, as a brand, we identify with them. In our early days, we were ridiculed for our brand name, business model but we didn't change nor did we give up. As a brand, we see these disruptive qualities in both Sid and Fatima.” Sidharth Malhotra, who is fresh from Shershah success, is known for his layered acting which translates into a strong storytelling. His dedication to his craft has led him to make a name for himself in the Hindi film industry. Sidharth represents the aspirations of the youth with a clear message that if you believe in something, follow your approach with grit and rigour, you will emerge a winner. On his association with Bewakoof, he says, “Bewakoof has uber cool clothes which you can easily add to your wardrobe. It was a fun collaboration &amp; friendly masti vibe wearing their quirky outfits." Fatima, who started her career with cameos, won well deserved accolades for her work in Dangal. She has been unstoppable since then. Her work in multi-starrers like Ludo, Suraj pe Mangal Bhari and Ajeeb Dastans, prove that she can stand her own ground even among some of the most successful actors just like Bewakoof stands tall among other D2C brands in India. Commenting on her engagement with Bewakoof, Fatima says, “Bewakoof’s journey has been similar to mine. This got me interested in associating with the brand as I could identify with the expressions, language and styling they promote. The comfort level with the brand and the products that I tried won me over.”

Bewakoof's ad latest with Sidharth Malhotra and Fatima Sana Shaikh encourages the audience to express freely

Aamir Khan's ' Dangal ', which also stars Fatima Sana Shaikh, Sanya Malhotra, Sakshi Tanwar, Zaira Wasim and Suhani Bhatnagar in key roles, has beaten 'PK' and Salman Khan's 'Bajrangi Bhaijaan' and 'Sultan' to become the highest-grossing Hindi film of all time, according to The Times of India. 
 
'Dangal' has surpassed the lifetime collection of 'PK' (net.) Rs 340.8 crore today, having earned Rs 341.96 crore at the domestic box office till Day 16. 
 
The sports drama, co-written and directed by Nitesh Tiwari, Dangal is based on the real-life story of Haryanvi wrestler Mahavir Singh Phogat who trained his daughters Geeta Phogat and Babita Kumari to become world-class wrestlers.

Aamir Khan's Dangal is the highest-grossing Hindi film of all time, beating PK, Sultan and Bajrangi Bhaijan

By Komal Panchamatia Mumbai, Apr 12 () Filmmaker Anurag Basu believes once the COVID-19 crisis ends, the entertainment industry will be defined by "pre-corona and post-corona" eras.The director was looking forward to his next, "Ludo" this month, the release of which was pushed after the pandemic hit India.Basu said cinema will witness a complete shift in terms of storytelling and mode of entertainment."The cinema and entertainment world will be defined as 'pre-corona and post-corona' era. Storytelling will change and there will be some people, who are getting used to watching stuff on OTT, so that may take the front seat now. "I believe now corona will become the backdrop and subject for many films for years to come till the world sees the next big crisis," Basu told in an interview.The director believes many people will come out as a completely different personality post the lockdown, and it will also influence their choice of content."For some people, the view on life has changed. It will affect their likes and dislikes and the kind of things they want to watch and not watch. They will see the world through a different prism."People will not see anything meaningless and that will push people to make more meaningful stuff. This is just a guess. And that's what we do right? I am only guessing the viewer's choices," he added. Basu said he is also doubtful whether people would be comfortable about returning to the theatres after the lockdown.He hopes Bollywood producers would work together to chalk out a release calendar which lures the audiences to come to the cinema halls. "I hope all the producers discuss what works best for each of them and not fight for dates or cut into each other's business. If we are together, we can manage."From both creative and business points of view, Basu said, like any other sector, the film industry too will be incurring losses due to the lockdown, but the filmmaker is more concerned about daily wage workers."My heart goes out to the daily wage workers, who make for 75 per cent in any film unit, as they will be hit the most with all the shoots being stalled."His next film "Ludo", a comedy anthology, was scheduled to hit the theatres on April 24, but the director is still unsure about the new release date. "We were all ready and geared up for the April 24 release. Looking at the current scenario, I'm not expecting 'Ludo' to hit the theatres soon. As soon as we decide our date we will launch our trailer. Earlier we were supposed to launch it with 'Sooryavashi' release."Set in a quintessential Indian metro, "Ludo" follows four different stories with people dealing with unavoidable jeopardies of life.Produced by T-Series, the film features Abhishek Bachchan, Rajkummar Rao, Fatima Sana Shaikh, Aditya Roy Kapur, Sanya Malhotra, Rohit Saraf and Pankaj Tripathi. KKP SHD RDSRDS

Coronavirus will be the backdrop of many films till world sees next crisis: Anurag Basu

<ul><li>2023 has a series of superstar-studded releases lined up, including three <keyword id="1671" type="General" weightage="80" keywordseo="shah-rukh-khan" source="Orion">Shah Rukh Khan</keyword> films - two of which will feature him with a new co-star. </li><li><keyword id="143" type="General" weightage="100" keywordseo="bollywood" source="Orion">Bollywood</keyword> will also see new next-gen on-screen couples, namely Varun Dhawan and Janhvi Kapoor and Ayushmann Khurrana and Ananya Panday. </li><li>Bollywood will see as many as 8 new on-screen movie pairs in 2023. </li></ul>Bollywood is gearing up to fight for lost ground in 2023. As stiff competition from OTT and regional cinema bit off a large chunk from Bollywood’s box-office earnings in 2022, Bollywood was forced to rethink its strategies to draw back the audiences. While the industry is hoping the return of superstars like Shah Rukh Khan and Salman Khan to the silver screen after a hiatus will do the trick, it’s also trying other things to draw the crowds. One of them is to feature never-before-seen <keyword id="15864937" type="General" weightage="20" keywordseo="on-screen-pairings" source="Orion">on-screen pairings</keyword> of lead actors in many of the upcoming movies. Bollywood is hoping the chemistry between these fresh on-screen pairings will sizzle up ticket sales next year. Here’s a look at the on-screen pairings that will be seen for the first time ever in 2023: <cmsannotation type="cmsannotation" annotationid="1. Shah Rukh Khan and Taapsee Pannu: Dunki" comment="subhead2" text="1. Shah Rukh Khan and Taapsee Pannu: Dunki">1. Shah Rukh Khan and Taapsee Pannu: Dunki</cmsannotation> Shah Rukh Khan has been Bollywood’s king of romance for over two decades. And now he’ll be sharing screen space with actor Taapsee Pannu in Rajkumar Hirani’s upcoming drama, Dunki. As of now, not much has been revealed about the film’s plot or characters, but the film is scheduled to release by the end of 2023. <div type="twitter" handle="RajkumarHirani" handlename="Rajkumar Hirani" image="http://pbs.twimg.com/profile_images/1558735579658915841/chqHbB5F_normal.jpg" favoritecount="28231" retweetcount="4332" status=".@iamsrk, Aakhir humne ek saath movie banane ka decision le hi liya 😄 Extremely thrilled to announce #Dunki, coming… https://t.co/MdFrx3jMho" createdat="1650366301000" id="1516372289390059523"></div> <cmsannotation type="cmsannotation" annotationid="2. Ranbir Kapoor and Shraddha Kapoor: Tu Jhoothi Main Makkaar" comment="subhead2" text="2. Ranbir Kapoor and Shraddha Kapoor: Tu Jhoothi Main Makkaar">2. Ranbir Kapoor and Shraddha Kapoor: Tu Jhoothi Main Makkaar</cmsannotation> Actors Ranbir Kapoor and Shraddha Kapoor are all set to star as the lead pair in director Luv Ranjan’s upcoming romantic comedy, Tu Jhoothi Main Makkaar. The film’s poster and title were recently revealed on social media. Not only is this the first time Ranbir and Shraddha are sharing screen space, it’s also the first time the two are collaborating with director Luv Ranjan. <div type="twitter" handle="luv_ranjan" handlename="Luv Ranjan" image="http://pbs.twimg.com/profile_images/2889803513/292f263560240175cecf4f80b3051a4b_normal.jpeg" favoritecount="948" retweetcount="173" status="#TuJhoothiMainMakkaar 🤥Nautanki > Couple Goals#RanbirKapoor @ShraddhaKapoor #AnshulSharma @modyrahulmody… https://t.co/oqFYkTSY3i" createdat="1671016712000" id="1602986391511891968"></div> <cmsannotation type="cmsannotation" annotationid="3. Ranbir Kapoor and Rashmika Mandanna: Animal" comment="subhead2" text="3. Ranbir Kapoor and Rashmika Mandanna: Animal">3. Ranbir Kapoor and Rashmika Mandanna: Animal</cmsannotation> After Arjun Reddy and Kabir Singh, director Sandeep Reddy Vanga is returning with another crime drama, Animal. A<a href="https://www.indiatoday.in/movies/bollywood/story/rashmika-mandanna-joins-ranbir-kapoor-s-animal-after-parineeti-chopra-s-exit-1931078-2022-03-29">s per reports</a>, it will star first-time co-actors Ranbir Kapoor and Rashmika Mandanna. Originally, Kapoor was supposed to co-star with Parineeti Chopra in the film, but Chopra reportedly walked out of the film to take up Imtiaz Ali’s Chamkila. <div type="twitter" handle="imvangasandeep" handlename="Sandeep Reddy Vanga" image="http://pbs.twimg.com/profile_images/1350190696959934464/qH7qQbkq_normal.jpg" favoritecount="5747" retweetcount="1060" status="Experience the emotion.... :-)https://t.co/Qqu3d9308Z#RanbirKapoor @AnilKapoor @ParineetiChopra @thedeol… https://t.co/GluMHMhDPx" createdat="1609439629000" id="1344713386102124546"></div> <cmsannotation type="cmsannotation" annotationid="4. Ayushmann Khurrana and Ananya Panday: Dream Girl 2" comment="subhead2" text="4. Ayushmann Khurrana and Ananya Panday: Dream Girl 2">4. Ayushmann Khurrana and Ananya Panday: Dream Girl 2 </cmsannotation>After delivering the hit Dream Girl in 2019, Ayushmann Khurrana is returning for its sequel - directed by Raaj Shaandilyaa. However, his co-lead from the first film, Nushrratt Bharuccha has been replaced by Ananya Panday in the sequel. Khurrana and Panday are coming together for the first time in Dream Girl 2, scheduled to release on June 29, 2023. <div type="twitter" handle="ayushmannk" handlename="Ayushmann Khurrana" image="http://pbs.twimg.com/profile_images/1592050625491046401/at7zooBP_normal.jpg" favoritecount="4686" retweetcount="590" status="Dream Girl phir se aa rahi hai! Meet Pooja on 29th June 2023 ki Eid par@writerraj @ananyapandayy @EktaaRKapoor… https://t.co/KYg1jBOOdZ" createdat="1663321033000" id="1570708375150923776"></div> <cmsannotation type="cmsannotation" annotationid="5. Varun Dhawan and Janhvi Kapoor: Bawaal" comment="subhead2" text="5. Varun Dhawan and Janhvi Kapoor: Bawaal">5. Varun Dhawan and Janhvi Kapoor: Bawaal</cmsannotation> Varun Dhawan and Janhvi Kapoor are all set to romance each other on screen for the first time, in the upcoming romantic comedy Bawaal. The film has been directed by Nitesh Tiwari, who previously delivered hits like Dangal and Chhichhore. Some <a href="https://www.indiatoday.in/movies/celebrities/story/bawaal-is-varun-dhawan-s-most-expensive-film-so-far-1980572-2022-07-27">reports </a>have stated that the film, which has been shot in Paris, Berlin and Poland, among other regions, is one of Dhawan’s most expensive films to date. It’s being produced by Nadiadwala Grandson and EarthSky Pictures. <div type="twitter" handle="Varun_dvn" handlename="VarunDhawan" image="http://pbs.twimg.com/profile_images/1573366672819470338/opUkxpDT_normal.jpg" favoritecount="2096" retweetcount="259" status="Ab hoga #BAWAAL! So excited and grateful to announce my next with the amazing duo, #SajidNadiadwala &amp;… https://t.co/lJvj414Hw8" createdat="1648622059000" id="1509056408691838981"></div> <cmsannotation type="cmsannotation" annotationid="6. Sidharth Malhotra and Rashmika Mandanna: Mission Majnu" comment="subhead2" text="6. Sidharth Malhotra and Rashmika Mandanna: Mission Majnu">6. Sidharth Malhotra and Rashmika Mandanna: Mission Majnu</cmsannotation> Netflix’s upcoming action drama, Mission Majnu, brings together actors Sidharth Malhotra and Rashmika Mandana for the first time on screen. The film, directed by Shantanu Bagchi, is touted as the “untold story of India's greatest covert operation” and will release on January 20, 2023. <div type="twitter" handle="MissionMajnu" handlename="Mission Majnu" image="http://pbs.twimg.com/profile_images/1602562702823546880/jo4YM-Bt_normal.jpg" favoritecount="18" retweetcount="8" status="Ek jaanbaaz agent ki ansuni kahaani. MISSION MAJNU 🇮🇳Only on Netflix, 20th January#MissionMajnu… https://t.co/vitGpv5Udo" createdat="1670914689000" id="1602558478115127296"></div> <cmsannotation type="cmsannotation" annotationid="7. Vicky Kaushal and Sanya Malhotra: Sam Bahadur" comment="subhead2" text="7. Vicky Kaushal and Sanya Malhotra: Sam Bahadur">7. Vicky Kaushal and Sanya Malhotra: Sam Bahadur</cmsannotation> Actor Vicky Kaushal, who previously worked with director Meghna Gulzar in the hit spy action-thriller Raazi, is collaborating with her again to play the titular role in the upcoming biopic, Sam Bahadur. Based on the life of war hero and India’s first Field Marshal Sam Manekshaw, the film stars Sanya Malhotra as his wife, Siloo Manekshaw. The film also stars Fatima Sana Shaikh, who will play India’s former PM, Indira Gandhi. <div type="twitter" handle="meghnagulzar" handlename="Meghna Gulzar" image="http://pbs.twimg.com/profile_images/1559589687030718465/mqgsXm5U_normal.jpg" favoritecount="209" retweetcount="25" status="Only Gratitude as we set out on this extremely special Journey... #Samबहादुर Now FilmingWe are thankful for your… https://t.co/DXdCsaPMSK" createdat="1659935460000" id="1556508252124262400"></div> <cmsannotation type="cmsannotation" annotationid="8. Shah Rukh Khan and Nayanthara/Sanya Malhotra: Jawan" comment="subhead2" text="8. Shah Rukh Khan and Nayanthara/Sanya Malhotra: Jawan">8. Shah Rukh Khan and Nayanthara/Sanya Malhotra: Jawan</cmsannotation> Shah Rukh Khan is returning with three movies in 2023 - one of which is director Atlee’s Jawan. Jawan also stars Vijay Sethupathi, Sanya Malhotra, and Nayanthara. As of now, there is no confirmation on who will play Khan’s romantic lead in the film. However, certain reports state that Khan may have a double role in the film - which opens up the possibility of both Nayanthara and Malhotra being Khan’s co-leads. Both of them will be sharing screen space with SRK for the first time. <div type="twitter" handle="Atlee_dir" handlename="atlee" image="http://pbs.twimg.com/profile_images/1350341031376523268/5JPfVBHQ_normal.jpg" favoritecount="52874" retweetcount="11866" status="Feeling emotional, excited &amp; blessed .Grew up admiring you but never imagined that I would be directing you sir.… https://t.co/Z5Yiv5F1Li" createdat="1654245062000" id="1532640991051661314"></div> SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/tech/mobile/news/google-pixel-fold-flip-launch-by-2025-leaked/articleshow/96447142.cms">From a foldable Pixel to a compact Pixel flagship, here’s what Google is rumored to launch in the next three years</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/entertainment/news/most-anticipated-sequels-of-web-series-movies-and-shows-releasing-in-2023/slidelist/96429356.cms#slideid=96430674">From Shark Tank S2 to Indian 2, a look at the most anticipated sequels releasing in 2023</a>

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Bewakoof's ad latest with Sidharth Malhotra and Fatima Sana Shaikh encourages the audience to express freely

BI India Partner

Aamir Khan's Dangal is the highest-grossing Hindi film of all time, beating PK, Sultan and Bajrangi Bhaijan

BI India Bureau

Coronavirus will be the backdrop of many films till world sees next crisis: Anurag Basu

PTI

From SRK-Taapsee to Ayushmann-Ananya: First time on-screen Bollywood pairings in 2023

Srishti Magan

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