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<ul><li><keyword id="1165950" type="PERSON" weightage="20" keywordseo="Fevicol">Fevicol</keyword> yet again found a way to stick itself into our hearts and minds on <keyword id="6736220" type="UNKNOWN" weightage="20" keywordseo="Friendship-Day">Friendship Day</keyword>. </li><li>Its latest social media campaign was conceptualised and executed by <keyword id="3068126" type="PERSON" weightage="20" keywordseo="Schbang">Schbang</keyword>. </li></ul>Friendship Day has witnessed brands coming close together in the past. Yet, this Friendship Day, <keyword id="11773215" type="UNKNOWN" weightage="20" keywordseo="fevicol-schbang">Fevicol &amp; Schbang</keyword>, the creative &amp; technology company ensured that the adhesive brand literally got stuck to over a hundred plus brand pages. This digital activation on Instagram had Fevicol comment on more than 100+ brand posts. The brands then used the pinned comment feature to get Fevicol's comment stuck to their page. With over 100 brands participating, the leading adhesive company was able to stick to those brands using its patent <keyword id="11773214" type="UNKNOWN" weightage="20" keywordseo="mazbootjod">MazbootJod</keyword>. Keeping the internet a buzz, Fevicol witnessed tremendous engagement across social media platforms as many popular brands such as Zomato, Netflix, Dunzo, Paytm, McDonald’s, and OnePlus India participated in Fevicol's latest campaign. Here is what Arvind RP, Director - Marketing and Communications, McDonald’s India (West and South) had to say about this activity with Fevicol, “Occasions such as Friendship Day present great opportunities for like-minded brands to partner for consumer engagement. With this activation, we are giving a big shout out to our friends for being a part of our journey, creating “new bonds” and also hoping to make our customers say “I’m lovin’ it”! <div type="image" title="McD (1)" msid="84970070" hostid="261"></div> While the activation lasted just a day, with its specially tailored witty and wholesome comments on various brand pages, Fevicol yet again found a way to stick itself into our hearts and minds. <div type="image" title="Netflix (1)" msid="84970090" hostid="261"></div> <div type="image" title="Zomato (1)" msid="84970097" hostid="261"></div> <div type="image" title="Oneplus (1)" msid="84970102" hostid="261"></div> <div type="image" title="Paytm (1)" msid="84970115" hostid="261"></div> GiridharSeetharam, Chief Business Officer, <keyword id="38797" type="COMPANY" weightage="20" keywordseo="pidilite">Pidilite</keyword> said, “Fevicol has over the years come to epitomize strong bonds. Friendship day provided us with an apt opportunity to bring alive this proposition; fantastic to see such a wide array of brands interact with Fevicol through this medium." HarshilKaria, Founder at Schbang, said, "Fevicol has always stood for its 'Mazboot Jod' proposition, but with this simple and highly clever activation, it showed everyone that the way it bonds with others is what makes the difference."

Fevicol bonds with 100+ brands on Friendship Day by becoming the stickiest comment on the internet

<ul><li>Fevicol has started a social media campaign, giving them encouragement during these tough times.</li><li>The social media campaign has been penned and voiced by the Chairman of Global Creative at <keyword id="138018" type="COMPANY" weightage="20" keywordseo="Ogilvy">Ogilvy</keyword>, <keyword id="6375200" type="COMPANY" weightage="20" keywordseo="PIYUSH-PANDEY">Piyush Pandey</keyword>.</li></ul>India is reeling under a terrifying second wave of coronavirus, which has killed hundreds of thousands of people. We have all lost someone recently to this pandemic or we know someone who is grieving the death of their loved ones. These horrifying events have had a direct impact on our mental health. Those who are battling with diagnosed mental illness have found their struggles intensified and those who cannot afford therapy, have turned to content to escape from the grim reality for a while. At such a time, brands have been trying to do their bit by either donating to NGOs or launching advertising campaigns that help raise awareness and remind us that we are all in this together. They have come up with creatives to cheer unwavering spirits with empathy and kindness. Adhesive brand Fevicol has launched a powerful social media campaign to remind people to stay strong, to hold on, and to not let their spirits break. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> Penned and voiced by Chairman of Global Creative at Ogilvy, Piyush Pandey, these posts also remind us how it is okay to shed a tear or take a blow. Pandey’s comforting voice leaves you with hope and you will find your worries, albeit for a minute, taking a backseat. Captioned “Umeed na tutte kabhi,” Fevicol’s social media post reminds why we should never break our spirit and continue hoping for a better tomorrow. Even in the past, the Pidilite Industries-owned adhesives brand has used its social media platform to remind people to take all the precautions necessary to keep themselves safe. As a brand that always propagated the idea of togetherness and unity, its “Not a Fevicol ad” told us why it is important sometimes to distance ourselves from our loved ones. Taking a step back from its proposition, it said, “Now is not a good time to stick together.” <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> With its digital agency <keyword id="3068126" type="LOCATION" weightage="20" keywordseo="Schbang">Schbang</keyword>, Fevicol had also conducted a social experiment to deliver an important message of social distancing. The premise of the experiment was based on fixing chairs to tables at the food court of a mall with labels indicating the tables that needed to be left empty owing to social distancing. Various families, groups and individuals went to occupy these tables ignoring the much-needed social distancing norms. On trying to do so, they found themselves in a ‘fix’ as the chairs were stuck to the table and couldn’t be used. Fevicol taught the lesson of social distancing to the mall-goers and set an example to keep following the rules laid down in order to fight the virus. <div type="Youtube" id="oNP-byzRSpA" title="Mazboot jod ka mazboot reminder by Fevicol" thumbUrl="https://i.ytimg.com/vi/oNP-byzRSpA/mqdefault.jpg"></div> We hope these social media posts and campaigns inspire you to keep at it. This too shall pass!

Ogilvy’s Piyush Pandey voices and pens Fevicol’s latest social media campaign

<ul><li>We are stuck on this brilliant initiative by <keyword id="1165950" type="COMPANY" weightage="20" keywordseo="Fevicol">Fevicol</keyword>.</li><li>This <keyword id="11017059" type="UNKNOWN" weightage="20" keywordseo="creative-experiment">creative experiment</keyword> has been conceptualized with Schbang, the creative &amp; technology company.</li></ul>With the advent of COVID-19, one has seen many innovations that have been able to create social impact whether they be foot-based sanitizers, scarves turning into masks or creation of sanitizer wristbands. Fevicol, one of India’s most loved brands delivers a much-needed reminder to maintain <keyword id="8897280" type="UNKNOWN" weightage="20" keywordseo="social-distancing">social distancing</keyword> with their latest social experiment. Fevicol conceptualizes and executes the experiment at a food court of a mall to highlight the need of social distancing as COVID-19 cases are still on the rise. The premise of the experiment was based on fixing chairs to tables at the food court of a mall with labels indicating the tables that need to be left empty owing to social distancing. Various families, groups and individuals went to occupy these tables ignoring the much-needed social distancing norms. On trying to do so, they found themselves in a ‘fix’ as the chairs were stuck to the table and couldn’t be used. Fevicol taught the lesson of social distancing to the mall-goers and set an example to keep following the rules laid down in order to fight the virus. <div type="Youtube" id="oNP-byzRSpA" title="Mazboot jod ka mazboot reminder by Fevicol" thumbUrl="https://i.ytimg.com/vi/oNP-byzRSpA/mqdefault.jpg"></div> With a need of safety norms to be followed amidst the pandemic, the brand, ensured awareness of social distancing through their experiment with the message of “Chehrey par mask aur do gaz ki doori, abhi bhi hai bohot zaroori” in a humorous manner. This creative experiment has been conceptualized with Schbang, the creative and technology company. Upon the launch of the video and why the social experiment is important, <keyword id="244385" type="PERSON" weightage="20" keywordseo="Vivek-Sharma">Vivek Sharma</keyword>, CMO, Fevicol, <keyword id="260169" type="DOMAIN" weightage="20" keywordseo="Pidilite-Industries">Pidilite Industries</keyword> said “Brands also have a larger role to play in society. With this experiment, in a quintessential Fevicol way, we just wanted to remind the audience that social distancing is still very important and we should not let our guard down.” On the thought process behind the video, Akshay Gurnani, Co-Founder Schbang said, “The best way to drive social change is if it's done in a light-hearted, non-preachy manner. Fevicol &amp; Schbang have always tried creating such an impact on the digital medium and this time, through a quirky, tongue-in-cheek video serving as a reminder to continue maintaining social distancing.” “The idea of using Fevicol to remind people about social distancing was time sensitive, and it required us to work around the clock to make it happen. I think the team has done a fantastic job in using the classic Fevicol humour and quirk to give a timely message” commented Jay Morzaria, Group Creative Manager, Schbang.

Fevicol delivers an impactful reminder to maintain social distancing through an interesting social experiment

<ul><li>In our series, BTS with Insiders, we take a walk down memory lane, and give you an insider's view of some of the most iconic Indian ads.</li><li>This week <keyword id="1112320" type="ORGANIZATION" weightage="20" keywordseo="KV-Sridhar">KV Sridhar</keyword>, Global Chief Creative Officer of Nihilent Hypercollective takes us back in time and tells us some brilliant stories from the sets of Taj Mahal Tea's Waah Taj, Saint Gobain's Invisible Glass while he also talks about the <keyword id="9297051" type="UNKNOWN" weightage="20" keywordseo="Fevicol-bus-ad">Fevicol Bus ad</keyword> that he considers to be one of his most favorite campaigns. </li></ul> KV Sridhar aka Pops has been a part of the Indian ad industry for about 42 years now. Unsurprisingly, he is a chronicler of all things advertising in India. With his book 30 Second Thrillers that he launched a few years back, Pops took us behind-the-scenes of some of the most iconic ads our country has seen. We tried to do something similar on our show BTS with Insiders. Currently the Global Chief Creative Officer of Nihilent Hypercollective, Sridhar is a treasure-trove of anecdotes from the fascinating world of advertising and he regaled us with some stories during our conversation too. <div type="javascript" title="Facebook" contenttype="Video"><cdata><![CDATA[]]></cdata></div> Taj Mahal Tea’s Waah Taj In the latter half of the 80’s, Brooke Bond’s Taj Mahal Tea was facing a slowdown in terms of growth. The brand’s advertising, like most other brands during those days, was completely westernized. The task at hand for the brand at that time was to make the brand more Indian, and therefore more relevant and appealing to a far wider set of audience. KS Chakravarthy who the ad world lovingly calls Chax, has been Pops’ long-term partner. So the two of them along with account planner Dhiren Chadda used to work on the brand. Chadda had, time and again, told Pops that there was a need to attune the brand to middle-class Indian sentiments. And he used to say, “It should be fine and refined like a Chiffon saree.” However, Pops shares that his idea of Indianness was very different. “I wanted it to be like a cotton or a jute saree, which is the fabric of India,” he explained. The agency wanted to Indianize the brand as well as make a statement that its quality is impeccable. And that is where <keyword id="8925" type="PERSON" weightage="20" keywordseo="Zakir-Hussain">Zakir Hussain</keyword> came into the picture. Pops added that Hussain and his tabla were an analogy for the perfectionism that goes behind making the perfect tea, and the critical role of a tea-taster. And while not many people knew what Zakir Hussain looked like (since TV was just making an entry into Indian homes and most people had heard the maestro on the radio till then), Pops said that he was completely Indian in the way he looked, smiled or when it came to his music. Pops also shared some treasured moments from the time they filmed the ad, when Hussain played ‘Happy Birthday to you’ on the tabla for Chax whose birthday fell during the shoot days. “Those days, it took us a lot more time to finish work on films. But at the end of the day, if we enjoy doing it, people will enjoy watching it. Even today, Zakir Hussain says people use <keyword id="9297050" type="PERSON" weightage="20" keywordseo="waah-ustad">Waah Ustad</keyword> when he performs and he secretly cherishes being called that,” shared Pops. Saint Gobain’s Invisible Glass This was an ad that Saint Gobain did in around 2000. At that time, Pops was a part of Lintas. On a trip to their Chennai office, he discovered that the creative team there had spent all the money that the client had given them on the announcement of a factory inauguration on double spread newspaper ads. And the remaining money was then used on newspaper campaigns announcing a visit by the French ambassador. “That’s when I realized they had used up their 2 years’ budget in 2 days. I felt very bad and asked the team to take me to the client. Lintas is the most audacious agency I’ve ever worked with. I went to the client. B Santhanam was the Managing Director of the brand. And I apologized to him. I told him we had wasted the money and this is not the way we use available funds. I told him we needed to build the brand and make sure the right people know about your brand. There was a need to tell people about the products they were making, it was our job to turn those products into brands. So I told him, tell me what money you have and we will try and make up for the silliness we have done,” shared Pops. That’s how one of the brand’s most well-known campaigns in India came about. “We did this commercial at a time when the average cost of each commercial used to be between Rs 30-60 lakh. However, I produced this commercial for 6 lakh with one of the best directors we have, <keyword id="271660" type="PERSON" weightage="20" keywordseo="Ram-Madhvani">Ram Madhvani</keyword>. We shot the ad in Renaissance Hotel in Powai. The woman in the ad was actually a carpet exporter with a permit to work. She did the film almost for free. The two men in the ad are actually cooks in roadside carts. We virtually spent nothing on the ad, we had actors, we created an original music track. Suzanne Caplan Merwanji, who is one of the most well-known production stylists in Bollywood styled the film for us. Everybody did it because I said there was no money, and they wanted to do it for me. Ram used to call it a Pops Relief Fund,” added he with a laugh. The strategy was to own a generic benefit and talk about what they are good at. The strategy worked, and did wonders for the brand. “We shot the ad in less than 8 hours but it went on to make them one of the most successful brands in the company. We wanted to make it look international because it was the first time a brand came to India and said it wanted to look international. Otherwise most brands would say they wanted to sound and look Indian. But we had to desperately do this because a lot of dealers used to think that its an Indian company and they used to think the name of the company was Sant Gobin and that it was a Ludhiana-based company. So we added that international touch and the ads that followed also had a bit of an international look and feel,” added Pops. On <keyword id="6375200" type="UNKNOWN" weightage="20" keywordseo="PIYUSH-PANDEY">Piyush Pandey</keyword>’s Fevicol Bus ad While every episode creators talk about three ads they have worked on, Pops said he also wanted to talk about one of his most favorite ads of all times. And that’s how we got talking about Fevicol’s Bus ad, that has to be one of the most iconic ads created by Piyush and <keyword id="1397913" type="PERSON" weightage="20" keywordseo="Prasoon-Pandey">Prasoon Pandey</keyword> for brand Fevicol. “I love advertising and I consider myself belonging to the family of Indian advertising. This is one ad I have loved because of the craft of it. All Fevicol ads are brilliant but this craftsmanship is flawless. That year when this campaign was released, I was a part of a lot of international juries and I had spoken about the culture of India and why this was so relevant and I defended the ad at a lot of juries,” he reminisced. About what he found unmatched about this ad, Pops said, “Apart from the colourful world that the ad creates, there are a few more things I like about the ad. The ad was shot in Pushkar which is a favorite place of both Piyush and Prasoon because its half the coloufulness of Rajasthan and half desert. But there were a lot of stories. There were close to 120 people sitting on that bus, with animals as well. But it wasn’t just about getting people, it was also about placing people where they were placed. The bus needed to sway to make the entire thing more beautiful. They could only shoot for 3-4 hours in the day to get the perfect light. So to get the sway, they dug the road, but it did not exactly sway. They then put speed breakers but even that did not make the bus sway the way Prasoon wanted it. Then they went and created ditches on alternate sides, leaving some gap. And that’s what made the bus sway the way it did in the film.” The effort which went into making the campaign made it what it is, and even today Fevicol’s Bus ad is one of the most iconic gems to come out of Indian advertising.

#BTSwithInsiders: When KV Sridhar spoke to us about the ads closest to his heart

Lessons brands can learn from the winners of Kantar's Creative Effectiveness Awards

<ul><li>
In an exclusive chat with Advertising and Media Insider, digital Influencer Bhuvan Bam, who is known for his YouTube channel - BB Ki Vines, shares his thoughts on the state of advertising today and the advantages brands can draw from working with an influencer. </li><li>He further puts light on the pressure of making something 'viral and funny,’ his brand endorsements philosophy, favourite jingle growing up, and much more. </li><li>The YouTube influencer has worked with brands such as Beardo, Lenskart, Tasty Treats, Vivo, Mivi, Tapzo, and will soon be starring in a commercial for Pizza Hut. </li></ul>Bhuvan Bam, who is known for his YouTube channel BB Ki Vines, is also a youth icon, an entertainer, content creator, an actor and also a singer. Bam’s YouTube Channel now has over 15 million subscribers and he’s coming up with yet another single called ‘Ajnabee.’He has worked with brands such as Beardo, Lenskart, Tasty Treats, Vivo, Mivi, Tapzo, and will soon be starring in a commercial for Pizza Hut. In an exclusive chat with Advertising and Media Insider, Bam got candid about his experience of working with brands. ‘One out of 10 brands come and say ‘Hume kuch viral chahiye’, he says, breaking into a chuckle. “Creators cannot make your content go viral. He can give his best to the content he offers, but it is your job to make it viral,” he adds. Bam revisited his childhood days when he got really excited every time ‘Chubti galti garmi’, Dermi Cool’s jingle came on TV. He says he never skipped that advertisement and would love to record the jingle for the brand again. From the latest advertisements, he says Fevicol’s Sofa ad is a masterpiece. "Fevicol's latest ad is simply genius. If we start making ads like those, nothing like it! Although they don't need to advertise because the adhesive glue category is now synonymous with Fevicol, I think all brands should learn from them." Bam says he works for brands that he truly resonates with and enters into a partnership only if he would use the brand himself. That’s how he selected Mivi and Lenskart. Being a shoe-collector, he says he would love to work with a shoe brand next. Talking about the state of advertisements today, he says, ‘advertisements in today’s age are too in your face.’On the other hand, when a brand works with an influencer, the digital medium promises ‘conversion rate '. “Influencers have a really transparent relationship with their followers. It is all about tuning; if a person is attached to an influencer (is a keen follower), he/she would buy a coupon and take some action. As long as influencers are honest and not selling everything, it is better for the brand,” says Bam. Bam further put light on the pressure of making something 'viral and funny,’ his brand endorsements philosophy, his favourite jingle growing up, and much more. Catch the interview here: 
 
 
 
 
 
 













 
 
 <div type="Video" msid="71970891" hostid="261" title="Audiences are smart today and know exactly what they want, and they don't want in-your-face advertising: Bhuvan Bam" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=71970891"></div>

Audiences are smart today and know exactly what they want, and they don't want in-your-face advertising: Bhuvan Bam

<ul><li>Advertising and Media Insider introduces you to its latest property, The Influencer Adda, where we speak to social media stars and trace back their journeys.</li><li>In our third episode, we speak to a Youth Icon, whose journey is an inspiration to everyone who dreams to do something out-of-the-box -- <keyword id="4700187" type="PERSON" weightage="20" keywordseo="ashish-chanchlani">Ashish Chanchlani</keyword>. </li><li>Ashish has been ruling <keyword id="10879" type="CITY" weightage="20" keywordseo="YouTube">YouTube</keyword> with his unique content. He is the second-most subscribed <keyword id="2803176" type="PERSON" weightage="20" keywordseo="YouTuber">YouTuber</keyword> and recently crossed 23 million subscribers. </li><li>We speak to the social media star on his journey so far, vision board, fighting through depression, favourite jingle and much more! </li></ul>Social media star Ashish Chanchlani, who is the second-most subscribed YouTuber and recently crossed 23 million subscribers, started creating content 6 years ago when becoming a YouTuber wasn’t really considered a ‘serious career’ option. Despite studying to be a Civil Engineer, he always wanted to become an actor. He gave up his dream when he realised the chances of becoming a Bollywood star with no contacts are quite slim. He stumbled upon Twitter’s Vine app in 2014 and started exploring the medium. “I never thought my vine would go viral and it would become this ‘big’. I started vining as a hobby, as if it was a co-curricular activity. Soon, my videos started going viral all over the internet, people started tagging me and my Instagram page shot up. From there, I came on Facebook and then YouTube -- and it has been a crazy journey,” says Ashish, with pure modesty and disbelief. <div type="Video" msid="80654353" hostid="261" title="Social media star Ashish Chanchlani on becoming the second-most subscribed YouTuber in India" dataSource="BUSINESSINSIDER" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=80654353"></div> Ashish’s journey hasn’t been all glamour and shine. He paved the way that took him to the limelight. He believes it was his relatable, unique and fresh content that brought him to the forefront. At 23 million subscribers today, he still cringes when someone calls him an ‘influencer.’ He likes to be called an ‘entertainer.’ Walking us through some of the hurdles he faced, Ashish shares, “I did face a lot of problems. People would often joke about YouTube. “Who the hell does YouTube?” they would ask me. That was also this path’s biggest strength. It wasn’t as popular in India but I knew that it would rise. My relatives would tell my parents that I am making the biggest mistake of my life. I did not pay any heed to these comments and kept doing what I love. I was one of the first few people in India to make funny vines. My videos were quite unprofessionally-shot, with a weird background but that played to my strengths because people related with me, my journey and what I had to offer. They would see themselves in me.” One fine day, when he was with his parents and a fan walked up to him and asked for a selfie was when he realised he’s becoming popular. For actors who claim to not like taking selfies with their fans, he says, “They are lying. Everybody loves attention.” As a fellow Spiderman fan, Ashish also thinks that with great power comes great responsibility. “There was a time when I was making anything that I would stumble upon. Now I look back and realise that I’ve made some mistakes. Now you would notice a sense of responsibility in my content. Today, I make sure we create content that feels right. We exaggerate just for fun,” he says. Ashish recently launched a short film called The Dealer, which is out of his comfort zone. It was about creating a safe environment for women in India. In 2021, he wants to experiment with new genres and challenge himself to do more and more. He had also launched a horror short film called Office Exam last year, as a part of his unique series called ‘ACV Hatke.’ He is also content with his growth trajectory so far and has found his way of dealing with minor setbacks and disappointments. “I was happy even when 5,000 people were watching my videos. You walk into a room full of 5,000 people and you realise that it is a huge number! My most watched video on YouTube has 9 crore views. That’s crazy, isn’t it? 9 crore is more than the winning prize in KBC (Kaun Banega Crorepati),” says Ashish, laughing out loud. He now takes his time to churn out videos. Ashish told us that he and his team spend around 20 days to create a video. While he is experimenting with new formats, he would always stick to comedy and deliver what the audience wants. “I find it very tiring to beat my last video. It is difficult to meet the expectations every time. I feel I don’t want to disappoint my fans with any of my videos. This happened after my Office Exam video. This ‘what next’ question always pressurises me. I am branching out now but you always have to revisit what made you who you are,” agrees Ashish. <cmsannotation type="cmsannotation" annotationid="Surviving a pandemic as an entertainer and working with brands in India" text="Surviving a pandemic as an entertainer and working with brands in India">Surviving a pandemic as an entertainer and working with brands in India</cmsannotation> While dealing with the pandemic has been difficult for most of us, for someone who makes the entire country laugh, it is important to stay motivated and optimistic -- to keep your worries aside to make others laugh. As an extrovert who loves staying around people, Ashish did see a minor setback during the lockdown. He found it difficult to keep going but then, he started having one-on-one conversations with his fans to bounce back. “A dark phase came into my life in 2020. I got affected by all the trolls and toxicity on the internet. I think that also happened because I was idle. I came across very negative comments from last year and it still hurts to read them because these people pull me down out of spite or jealousy. I couldn’t understand the motive behind these trolls, so I lost myself in this negativity. However, what kept me motivated were my fans. They would talk to me like I am their old friend. That was also one of my biggest highlights and strengths in 2020,” shares Ashish. Star Sports was the first brand Ashish ever worked with and even today, brands reach out to him with abrupt briefs such as ‘Kuch viral bana do, Ashish.’ To these brands who approach him to just buy his ‘30 seconds’, he replies, “Things are different now. This (branded content) is not a TV ad. People don’t like watching ads anymore, doesn’t matterhow much money you put in. So give us the chance to marry the brand into our content, twist it and mould it in a way that we could present it to the audience. We can’t guarantee viral ads. We do guarantee viral content that would include their brand.” On his screening process of selecting brands, he jokes, “I want money.” After a few seconds of laughter, he says, “I want the brand to marry me rather than making it a business proposal. Most of the creators don’t talk to the brand after they are done with the content but I like to maintain a dialogue and get their feedback. I also ask them if they profited off my video and if they liked it or not. And brands are really happy by that. At the end of the day, they are also running a business.” Ashish looks up to Fevicol for its advertising and marketing. He fell in love with Fevicol’s TV idea and likes the mystery they build. “I have pitched similar ideas to my brands. I tell them that the audience shouldn’t know until the end what brand is involved behind the ad. They should just be left with the idea and what the product sells, not the product name. They should wonder, “Who is the brand? Kya ad banai hai?” <cmsannotation type="cmsannotation" annotationid="Advice for budding creators" text="Advice for budding creators">Advice for budding creators </cmsannotation> Ashish has been in the content creation industry when it was just a baby in our country. His advice to budding creators is - Be Yourself. To those who are trying to break the clutter today, he says, “Study the market first and find out what people are liking and talking about. Today, something as random as ‘Binod’ starts trending. Give them something relatable but in your own style. Don’t try to be the next Ashish Chanchalni or CarryMinati. You won’t be able to replicate anyone. Be yourself because you have your own strengths and style. Mirror the environment you live in. If you live in a village that isn’t covered in the mainstream media, we don’t know what kind of comedy your society likes. Bring that for the entire country and they will love it.”

I was happy even with 5,000 views: Ashish Chanchlani on becoming the second-most subscribed YouTuber in India

<ul><li>In our latest episode of BTS with Insiders, <keyword id="6375200" type="UNKNOWN" weightage="20" keywordseo="PIYUSH-PANDEY">Piyush Pandey</keyword>, Chief Creative Officer Worldwide, Ogilvy, talks about four actors, <keyword id="16207" type="PERSON" weightage="20" keywordseo="Irrfan-Khan">Irrfan Khan</keyword>, Pushpa Joshi, <keyword id="2717040" type="PERSON" weightage="20" keywordseo="Atmaram-Bhende">Atmaram Bhende</keyword> and <keyword id="2026942" type="PERSON" weightage="20" keywordseo="Asha-Bhende">Asha Bhende</keyword>, would are no longer with us but who created magic in some campaigns created by the ad guru.</li><li>Pandey shares some stories from each of the three ads, while also making an appeal to younger creative professionals to be open to identifying new actors.</li></ul>Last week we collectively grieved the loss of two stalwarts who made a huge impact on Indian cinema, Irrfan Khan and <keyword id="6357910" type="PERSON" weightage="20" keywordseo="Rishi-Kapoor">Rishi Kapoor</keyword>. When I reached out to Piyush Pandey, Chief Creative Officer Worldwide, Ogilvy, for our weekly chat show, BTS with Insiders, we initially wanted to talk about three ads that he had worked on over the course of his career that he held close to his heart. However, considering how the week had panned out, Pandey was mourning the loss of the two actors too, and it only seemed fitting that we speak about some of the gems he had created over the years, not just with Khan but also with a few other actors. Episode 3 of BTS with Insiders saw us talking to Pandey about Irrfan Khan, who was the face of Hutch and acted in around 18 ads for the brand, Pushpa Joshi, who took the nation by storm just by a few seconds of her presence as a kabaadiwaali in Fevikwik’s recent ad, and actors Atmaram Bhende and his wife, Asha Bhende who were a part of SBI Life’s campaign, close to 10 years back. Each of the four actors had something in them that took the stories Pandey wanted to tell, and turned them into unforgettable gems. Irrfan Khan - Hutch When Ogilvy wanted to create a series of ads talking about Hutch’s new recharge packs, and the agency wanted the ad to speak the language of the common man, simply to make it more relatable, and to drive its simple point across, that Hutch will give you the most value for your money. Ever since the passing away of Khan, people across the country, in their numerous tributes to the actor have mentioned about his portrayals being relatable. He made us feel that he was one of us. It was perhaps this quality that made V Mahesh and Rajiv Rao, along with the Hutch team decided to cast Khan in the ads. “Irrfan was not a masses man only through his cinema. He was a fantastic symbol of a common man, and an amazing actor. Rajiv and Mahesh, along with Shashanka Chaturvedi (aka Bob) of Good Morning Films who directed the films thought of Irrfan,” shared Pandey. The brand and agency had initially thought of coming up with 3 films. “We ended up doing 18 eventually,” shared Pandey with a laugh. “Everybody loved him because he was so credible and amazing,” he added. What made the ads memorable was the fact that they were written the way a common man speaks. “And while I was not present at the shoot, I am pretty certain that Irrfan would have added his bits to it. You cannot work with a big actor without using his abilities beyond acting because they come up with the little things that add magic. And magic is exactly what he created. Today, when he is a lot more popular, one could have done a lot more with him but in those days, he was not known to billions of people because that wasn’t exactly his kind of cinema. And yet, he walked in and stole the show, every single time,” said Pandey. He also shared that he kept making plans with Irrfan to meet up in Jaipur, which is where both of them grew up, but it never really materialized. “We made a whole lot of plans to fly kites together in Jaipur but unfortunately the opportunity never came, and he flew away from our midst,” said Pandey. Pushpa Joshi - Fevikwik Pandey has been weaving magic for one of Ogilvy’s oldest clients Pidilite for years now. Who can forget some of the old gems created for brands like Fevicol and Fevikwik. Bharat Puri. Managing Director at <keyword id="260169" type="COMPANY" weightage="20" keywordseo="Pidilite-Industries">Pidilite Industries</keyword> often says that Ogilvy isn’t really a creative partner for them, rather they almost are the owners of the brand. It is perhaps this confidence in Pandey and his team that made Pidilite agree to casting octogenarian Pushpa Joshi, who played the role of a kabaadiwaali, in Fevikwik’s recent adorable campaign and wooed the entire nation with her endearing charm. It was Pandey’s brother <keyword id="1397913" type="PERSON" weightage="20" keywordseo="Prasoon-Pandey">Prasoon Pandey</keyword>, who thought of casting Joshi in the ad. “Pushpaji was cast in the ad with a bit of difficulty, with due apologies to my young clients at Pidilite. They were apprehensive because how you can get somebody so old to act? And my brother Prasoon Pandey who directed the ad said, ‘There’s no retirement age for a kabadiwali’. When she came to the set though, Prasoon himself was a little worried because she arrived in a wheelchair. But soon she just picked up and gave us the performance of a lifetime. The ad took the nation by storm just because of what she did and what the director did with her,” shared Pandey. While Pushpa Ji, as everybody lovingly called her, won everyone’s hearts just by coming on the screen for a few seconds, Pandey rued the fact that they had not discovered her earlier. “I don’t recall seeing Pushpa Ji in any other ad. Maybe we weren’t really good at sourcing her. We didn’t find her earlier enough but when we did, she left us with the impression of a lifetime. For our younger audience, there’s a lesson here. It’s never too late to start. If you have a talent, just go out and play. You never know, you might find that the years were never lost and that you can make up for them in one shot,” added Pandey. Atmaram and Asha Bhende - <keyword id="194127" type="CITY" weightage="20" keywordseo="SBI-Life-Insurance">SBI Life Insurance</keyword> Atmaram Bhende was a well-known face in Marathi movies and theatre. However, people in the rest of the country discovered this veteran actor in Lage Raho Munna Bhai as one of the many adorable people staying at the old age home that the entire movie revolved around. Atmaram Ji along with his wife, Asha Bhende, had been a part of SBI Life Insurance’s campaign, ‘Heere Ko Kya Pata’ close to 10 years back. This simple, slice of life conversation between an elderly couple was brought to life by these two effortless actors. What also makes this campaign doubly special is the fact that it is based on a conversation Pandey had with his mother. “The story of this ad is inspired by a conversation I had with my mother. She wanted to own a diamond but never asked us for it. She had a lot of self-respect. One day our sisters told us about her secret wish to us but we weren’t very affluent at that point of time. So we went and bought a pair of earrings for her. Prasoon paid for one and I paid for the other. When we gave it to her, she had said, ‘Iss umr me kahan pehenungi main heera? (Where will I wear a diamond at this age?). That stayed with me and when I created the ad, I added the line, ‘Heere ko kya pata tumhari umr, (The diamond doesn’t really know your age), at the time of writing the film. When we were casting, my brother said that nobody can perform this better than Atmaram Ji and Asha Ji,” he reminisced. Before ending the conversation, Pandey also made an appeal to the advertising industry, asking them to give new talent a chance. “Our younger audience and professionals in the industry should never forget that there are some fantastic actors around who have the capability to make your script ten times as good from where you wrote it. And as I pay my tribute to all these four fantastic artists for giving our industry a touch of their magic, I would ask the younger generation to identify such actors, use them well and give them the opportunity. So look for more of such people and make our industry look better by using these stalwarts,” he concluded.

When Piyush Pandey paid tribute to Irrfan Khan, Pushpa Joshi, Atmaram and Asha Bhende, stalwarts we lost in the last few years

<ul><li>“In India, if you look at the <keyword id="409965" type="PERSON" weightage="20" keywordseo="Indian-auto-component-industry">Indian auto component industry</keyword>, there is no specific incentive you get to develop EVs,” said Arvind Goel, <keyword id="9477285" type="UNKNOWN" weightage="20" keywordseo="tata-autocomp-systems-chief">TATA AutoComp Systems chief</keyword>.</li><li>This came after Union minister <keyword id="26680" type="PERSON" weightage="20" keywordseo="Nitin-gadkari">Nitin Gadkari</keyword> last week said the country has the potential to become a major manufacturing hub for electric vehicles in the next five years.</li><li>China supplies key components for EVs, including Lithium-ion battery cells. Large parts of these imports from China (except alloy wheels) are sourced by vendors, whereas tyres are sold in the aftermarket, according to Motilal Oswal.</li><li>According to Goel, India can certainly become an EV leader without importing manufacturing parts from China, but for that, Indian original equipment manufacturers (OEM) need to look at the collaborative effort to localize everything.</li></ul>While India is propelling its plan to become a major electric vehicle market in the next 20 years some auto industry players think there isn’t enough support from the government for the EV making companies. “In India, if you look at the Indian auto component industry, there is no specific incentive you get to develop EVs,” said Arvind Goel Managing Director and CEO of TATA AutoComp Systems at ETAuto EV Conclave. “China started making EVs in 2007, and 2008 and the Chinese government saw to it that local investments were made and youth support and local R&amp;D benefits and so many benefits in terms of tax were given to local industries,” he added. Here’s what China did to promote EVs <table style="border-width: initial; border-style: none;"></colgroup><tbody><tr><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">China </td><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">India </td></tr><tr><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">China started the "863 EV Project" in 2001 </td><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">India unveiled the 'National Electric Mobility Mission Plan 2020' in 2013 </td></tr><tr><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">As of 2019, China has invested $60 billion in subsidies and incentives for EVs. </td><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">India released a two-pronged strategy aimed at both buyers and manufacturers, in which it offers $1.4 billion in subsidies to buyers. </td></tr><tr><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">The subsidy for EV customers is RMB 60,000 (₹6,40,000) for battery electric vehicles (BEV) and RMB 50,000 (₹533,000) for plug-in hybrid vehicles (PHEV). </td><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">India offers a purchase subsidy of ₹10,000 per kilowatt to which CEO's want to be extended to ₹15,000 per kilowatt. </td></tr><tr><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">China has over 1.2 million charging points as of 2019 and it plans to add another 600,000 charging points </td><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Charging infrastructure in India is at a nascent stage </td></tr><tr><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">China extended a 10% purchase tax exemption on EV sales until 2022. </td><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Indian government also lowered the GST rate on electric vehicles to 5% from the previous high of 12% </td></tr></tbody></table> Gadkari also revealed that the Centre is looking at initiating a pilot project for developing an electric highway on the upcoming Delhi-Mumbai green corridor. READ ALSO: <a href="https://www.businessinsider.in/business/auto/news/checkout-the-list-of-indian-startups-working-on-electric-vehicles-and-batteries/slidelist/76562429.cms" data-type="tilCustomLink">Here are the startups fuelling India’s electric vehicle dream</a> India’s EV industry wants more from the government But the industry wants more. “You have to start thinking about it for eight or ten years in advance. You can’t start in two years, decide to switch to EVs, and say that I want to localize. What happens then is you start importing the technology and components from outside. So everything has a timeline that requires support and regulatory push from the government,” he said. One of the pending demands from the EV makers is for a 50% rise in purchase subsidy to ₹15,000 per kilowatt. “The government and OEMs have to work together to reduce the cost by making in India and making it locally, even the batteries and cells. If it happens, we will win the race and become the largest EV market in the world," <keyword id="191133" type="PERSON" weightage="20" keywordseo="Sulajja-Firodia-Motwani">Sulajja Firodia Motwani</keyword>, founder and CEO of Kinetic Green, <a href="https://www.autocarpro.in/news-national/kinetic-green-sulajja-firodia-motwani-india-ev-story-remains-very-strong-and-we-can-convert-the-pains-into-gains-56536">earlier told AUTOCAR professionals</a>. Union minister Nitin Gadkari last week said the country has potential to become a major manufacturing hub for electric vehicles in the next five years and the Centre is trying to extend best possible concessions to this sector. The final assembly is just one part China is a key<a href="https://www.businessinsider.in/business/news/products-like-air-conditioners-cars-electric-vehicles-tv-and-even-medicines-are-highly-dependent-on-material-from-china/articleshow/76618654.cms"> supplier for sub-components used in an engine, electrical /electronics, alloy wheels, tyres</a>, etc. It supplies key components for EVs, including Li-ion battery cells. Large parts of these imports from China (except alloy wheels) are sourced by vendors, whereas tyres are sold in the aftermarket, according to Motilal Oswal. <div type="image" title="EV charing" msid="76669371" hostid="261" caption="&amp;lt;p&amp;gt;Hindustan Petrolium corporation limited Launch Electric vehicle Charging Station in 2017&amp;lt;/p&amp;gt;"></div> The other major barrier for EV adoption in India is the unavailability of public charging infrastructure (PCS). However, the government has plans to install charging infrastructure for EVs in 70 cities and 20% of highways by 2025. Collaboration is the way to being Atmanirbhar (self reliant) <keyword id="9210258" type="PERSON" weightage="20" keywordseo="atmanirbhar-bharat">Atmanirbhar Bharat</keyword> is the campaign, a series of reforms, declared by the Indian Prime Minister <a href="https://www.businessinsider.in/india/news/pm-narendra-modi-announces-a-20-lakh-crore-financial-stimulus-for-a-self-reliant-india/articleshow/75700217.cms">Narendra Modi to make India a self-reliant nation</a>. According to Goel, India can certainly become an EV leader without importing manufacturing parts from China, “but for that, Indian OEMs need to look at the collaborative effort to localize everything. You can’t put a factory requirement; the factory needs to be for an international market. For example, some capes (capital expenditure) is put by Mahindras and some by Tatas, and they utilize each other’s facility to reduce the total investments into space” Whereas <keyword id="32047" type="PERSON" weightage="20" keywordseo="Mahesh-Babu">Mahesh babu</keyword> CEO &amp; MD of Mahindra Electric thinks self-reliance has been misunderstood by other market players and asserted that India should go hand in hand with other countries. He said, “self-reliant is not about making it in India; I think it’s a misconception. In self-reliant, I believe you have to collaborate. We collaborate with European companies that help us in designing some of the hardware. We collaborate with American suppliers and some Chinese suppliers today, we are collaborating with Japanese and Korean suppliers. The collaboration has to be international.” SEE ALSO: <a href="https://www.businessinsider.in/india/news/india-needs-over-600000-buses-for-25-million-commuters-daily-to-follow-social-distancing-norms-in-times-of-coronavirus/articleshow/76417090.cms" data-type="tilCustomLink">India needs over 600,000 buses for 25 million commuters daily to follow social distancing norms, according to a study</a> <a href="https://www.businessinsider.in/business/corporates/news/pidilite-brands-fevicol-mseal-and-dr-fixit-make-over-3000-crore-a-year-in-revenue/articleshow/76623265.cms" data-type="tilCustomLink">Fevicol, MSeal, and Dr Fixit make over ₹3,000 crore a year in revenue — but that’s not enough for Pidilite to recover from COVID crisis</a>

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