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<ul><li><keyword id="6359039" type="PERSON" weightage="20" keywordseo="sourav-ganguly">Sourav Ganguly</keyword>, BCCI President and Former India Cricket Captain, suffered a mild heart attack last month.</li><li>Netizens happened to re-discover his old ad endorsing Fortune's Cooking Oil, which then triggered a slew of tweets and jokes with people questioning the effectiveness of the oil and also wondering how the brand will tackle this crisis. </li><li>On Valentine’s day, the brand published an honest print ad clarifying that there are many factors that can affect our heart's health.</li><li>We speak to PR experts to find out if communication like this is enough to win audiences over. </li></ul>After BCCI President and Former India Cricket Captain Sourav Ganguly suffered a mild heart attack in January 2021, Adani Wilmar’s Fortune rice bran cooking oil, that is endorsed by Ganguly, got caught in the middle of the crisis. Twitterati had re-discovered Ganguly’s old ad with Fortune Oil that said it is ‘a healthy for heart oil’ and the irony was not lost on people. They were also quick to jump to the conclusion that Fortune oil is unhealthy and its old ad even started making rounds on WhatsApp. To soften the uproar coming in its way, Fortune Oil deleted the ad from its official website and social media handles. It had also immediately released a media statement asserting that it would continue to work with Ganguly. <div type="twitter" handle="arifaajakia" handlename="Arif Aajakia" image="http://pbs.twimg.com/profile_images/1335345211610963969/_YB6QF_R_normal.jpg" favoritecount="191" retweetcount="18" status="Dada, get well soon. We love you. You are a tiger, you will come back roaring. @SGanguly99 https://t.co/F5rkPAlmNE" createdat="1609734280000" id="1345949241093586946"></div> <div type="twitter" handle="aliusmani" handlename="AYU" image="http://pbs.twimg.com/profile_images/1335760850393526272/u2_LBHPy_normal.jpg" favoritecount="1" retweetcount="0" status="@beastoftraal WhatsApp forwards are already making rounds 😀😀 https://t.co/ouMXMTxcwW" createdat="1609678780000" id="1345716459503161344"></div> Post that, netizens, including brand experts and consumers, had eyes on Fortune’s next move for it was going to take a lot of come out of this huge PR crisis and win its consumers’ trust back. As an FMCG brand that caters to a mass audience, how do you deal with this cloud of resentment coming your way on social media? Fortune Oil has given us a case study with its latest move. On Valentine’s Day, when the whole brandverse got mushy and there were hearts splashed across the newspaper ads, Adani Wilmar decided to have a heart-to-heart conversation with fans. It launched a personalised print ad penned by its ambassador Ganguly to clarify that there are multiple reasons that can affect one’s heart's health. <div type="twitter" handle="FortuneFoods" handlename="Fortune Foods" image="http://pbs.twimg.com/profile_images/1230878437541371904/69ad0EW2_normal.jpg" favoritecount="10" retweetcount="2" status="Dada made a healthy comeback, as he always does! Here's a 'heart' felt message from him on Valentine's Day. Let's h… https://t.co/Je2cGatoz8" createdat="1613277036000" id="1360808636755320837"></div> Titled, ‘Today seems like a good day to talk about the heart,’ the body copy read, "You don't expect a fairly young and fit person like me to have a heart-related ailment. But here's the thing, there are just too many factors that can affect our heart's health. One of them could be family history of heart ailments, as it was in my case." It further shared a few tips to keep one’s heart-healthy. In a personalised note, Ganguly openly talked about his heart condition and what consumers can learn from his episode. “Love your heart. Take good care of it,” he concluded. Fortune Oil appointed Ganguly as its brand face in 2020 to target mid-age people with its campaign ‘Welcome to the 40s,' which aimed to promote maintaining heart health and good lifestyle. The campaign backfired a year later and it was a blow hard to forget. However, when a brand faces a huge crisis related to their brand ambassadors such as this, the traditional PR advice is to maintain a low profile to cushion the blow. Adani Wilmar, on the other hand, decided to address the concerns and face the situation head-on. It also waited for the right amount of time to launch a piece of communication -- long enough to give its consumers some space to process the news and but not too long before it is a distant memory. And it seems to have won brand experts admiration. Albeit, will a brand ambassador coming to bat for a brand and talk about the health benefits it serves, be enough to regain its consumers' trust? Here is what experts had to say: Dilip Cherian, Founder and Partner, Perfect Relations: <div type="image" title="Dilip-Cherian1" msid="80928599" hostid="261"></div> There is no doubt that some response would have been expected from any consumer products company which is also substantially consumer-facing. So I guess, Fortune really didn’t have too much of a choice or perhaps was facing image pressures to explain its stance. This actually is one of the huge consequences of having an extremely popular and visible brand ambassador. The price you have to pay is often that, anything that happens to the ambassador actually happens to the company. So rather than entering a situation where a stent within the company would be necessary, I think that responding was smart. Opting for a print advertisement allowed the company to actually communicate at many levels. As we tell our clients today, owned media and paid media can be multiplied appropriately to reach the audiences you want in the ways you want. Taking a print advertisement was only one of the options. It could easily have been addressed far more cheaply and just as effectively by having this content put on the Fortune website. Would it have worked? The answer is yes, if properly promoted. Owned media can very often play the role that conventional media has played in recent times. This is one of the huge advantages that we have been able to get companies involved in understanding during the year of lockdown. Now that the advertisement is out, clever digital manipulation and propagation is the answer if that is done then the point will be well taken amongst many more stakeholders than just those who happened to read the print copy. The lessons a brand can learn from this are quite clear. There is no doubt that large consumer facing brands need to be conscious of who they choose as a brand ambassador and recognise that along with huge gains come the pains. The second lesson would be that responding is smarter than smarting in silence. Third lesson is that using your owned media would have been infinitely cheaper as a means of responding. Lesson four, clever use of social media and aggressive use of traditional media can very often multiply what you choose to put out on owned media. Archana Jain, Managing Director, PR pundit <div type="image" title="Archana Jain - Horizontal" msid="80932970" hostid="261"></div> There is no 'one size fits all' strategic response in a crisis; two identical scenarios can have different responses as they may be taking place at two different times, in two different domains, or with varied company cultures. A crisis always merits a response – as they say, 'Feed the shark before it feeds on you!" The key points to have got across swiftly would have been on how the company feels about the incident as its important to be humanly concerned, first, last and foremost. A lesson that brands can learn from this: When good health is the claim, it’s important to monitor the health of the brand ambassador just like insurance companies do each year of the insured. This was capture in the T of the HEART message in the advertisement Tarunjeet Rattan, Founder and Managing Partner, Nucleus and Co-founder of PRPOI <div type="image" title="Tarunjeet Pr" msid="80932780" hostid="261"></div> Absolutely, it was a good strategy. In fact, they should have done that when Sourav first got the attack. If I recall correctly a lot of personal branding experts at that point of time had recommended that Sourav drop the brand. On the other hand, they also urged the brand to take a stand and leverage this opportunity to educate everyone on the various causes of a heart attack. Fortune shied away from it at that point. To me, that was an opportunity lost. What if Sourav had not recovered. It would have ensured the loss of customer trust forever. Good that he did, and it gave the brand an opportunity to address it. It is great to see them take this up now and in such a sweet and toned down manner. In today's day and age, it does not work if you choose to lie low. Apart from it being a wasted opportunity to connect with your audience, the silence will backfire. Crisis needs to be addressed head-on with a smart strategy when the fires are the hottest. I do believe they've hit the sweet spot with a heartfelt message and on an appropriate day. Using a single medium is in line with their cautionary wait &amp; watch approach. Not too massive but at the same time reaching just about enough audiences. What I am sure they would have anticipated and counted on was that the same branding experts who pulled them up for not addressing the crisis earlier would be impressed enough or have an opinion either way to give them more space on their social media real estate. Lo and behold ! It worked out just as planned. Some lessons that brands can learn from this crisis and its management: Never ever waste a good crisis. Every crisis is an opportunity in disguise so use it. When you do choose to address it make sure you are aware of the circumstances around the crisis so that you can choose the right medium for the message. This awareness will help you use your budget wisely. Amplification is essential. Identify the people and channels who will be most apt for it before deciding on your response. Respond to a crisis with facts and a lot of empathy. A situation like this would have worked really well for the brand and earned it a lot of goodwill if it had stood by its brand ambassador on the day of the heart attack. Be human. Whether now or later …whether the individual is your brand ambassador or not…being human won’t hurt you. It will only earn you loyalty points and love. Don’t make outright claims that you cannot control. They will come back to haunt you. Temper all claims with a dose of reality. Akshaara Lalwani, Founder and CEO of Communicate India: <div type="image" title="Akshaara Lalwani, Founder, Communicate India pic 1" msid="80928629" hostid="261"></div> Firstly, we have to understand Mr. Sourav Ganguly’s case wasn’t an anomaly. Scores of athletes and sportspersons across the world have had heart attacks when in the prime of their careers and lives. So this really was an unexpected event in terms of public relations because Sourav Ganguly was always the right fit for the brand and he is a national treasure, but it was just unfortunate that this happened to him. Having said this, from a PR perspective, when something like this happens, conventional wisdom does suggest that a brand lie low, retract all their communication and pull out adverts, as was the case with Fortune. This is understandable because no brand would not want to alienate its customers or lose out on revenue. However, we have to understand that we’re part of a more evolved digital economy today and that a brand need not necessarily hide behind a crisis. Bringing the issue to the forefront and addressing it head-on, is the best suited strategy for a modern PR and communications landscape. Without being insensitive to a brand ambassador’s health situation, it is an opportune moment to reiterate messaging around heart health eating and the importance of eating well and living well. This is not to say that a brand should use someone's misfortune to push sales and marketing, but it is about communicating and engaging with customers in an honest manner, and telling them that the risk of heart attacks is real for everyone. In a crisis situation like this, there has to be an acute understanding of brand sentiment and a two-way-communication model has to be adopted. Customers and brands need to work together to identify messages because at the end of the day, customers understand risks of a product and it is the duty of any company to educate its customers about these risks. Making the customer your partner and working in a symbiotic relationship is the key. Therefore it isn’t advisable to have a knee-jerk reaction of retracting communication and adverts during an unprecedented situation like this. In fact, creating honest communication, addressing the situation directly, and working through issues is advisable. It’s all about responding to your customer and providing them with the most correct, accurate, and valuable information.

After Fortune Foods' recent PR crisis after Sourav Ganguly's heart attack, is the brand’s latest print campaign enough to win back its consumers' trust?

<ul><li>Demand in the first quarter has shrunk because of high prices in April and May, said <keyword id="236770" type="General" weightage="80" keywordseo="adani-wilmar" source="Orion">Adani Wilmar</keyword> CEO on <keyword id="57322" type="General" weightage="20" keywordseo="edible-oil" source="Orion">edible oil</keyword> sales.</li><li>The demand in rural areas will continue to be slow in the second quarter too, the company says</li><li>Consumers are downgrading to smaller packs and cheaper brands, the company says.</li><li>Adani’s own King’s brand that’s cheaper than Fortune, has performed better in some rural pockets.</li></ul>Adani Wilmar witnessed subdued demand from rural India in its first quarter, in spite of <a href="https://www.businessinsider.in/business/corporates/news/adani-wilmar-cuts-fortune-oils-for-the-second-time-by-20/articleshow/92952328.cms">slashing </a>its edible oil prices in late June. “Demand in the first quarter has not grown. It has actually shrunk because of the very high prices in April and May, partially coming down in June and then July,” Angshu Mallick, CEO, Adani Wilmar told Business Insider India. Its refined oil sales, under the <keyword id="1385434" type="General" weightage="20" keywordseo="fortune-oil" source="Orion">Fortune Oil</keyword> brand, was lower by 5.6% as compared to last year. Adani Wilmar had even <a href="https://www.businessinsider.in/business/corporates/news/adani-wilmar-cuts-fortune-oils-for-the-second-time-by-20/articleshow/92952328.cms">announced a second reduction</a> in its sticker price in July by up to ₹20, but <keyword id="884977" type="General" weightage="20" keywordseo="rural-demand" source="Orion">rural demand</keyword> hasn’t picked up. It probably won’t in the second quarter either. This, however, has more to do with rural India’s spending power than the prices. “The demand in rural areas will continue to be slow in the second quarter also because they would look forward to a better crop, which they will harvest only from October onwards. So from the money point of view, farmers will not have any great money. I don't think rural demand will be any robust,” Mallick told Business Insider India. Smaller packs, cheaper brands Since oil is a household essential, consumers, the company says, are downgrading to smaller packs and cheaper brands. Adani Wilmar’s own edible oil brands at the lower rung like King’s and Aadhar, have performed better in some rural pockets. “In every FMCG category, we have seen that consumers have shifted to masstige brands or popular brands rather than premium. From premium, they have downgraded and we have seen that in edible oil also,” said Mallick. Masstige brands are mass-market brands which are priced lower than premium but still retain a ‘brand’ value. Apart from masstige brands, Adani also saw more demand for mustard oil from rural India. “When it comes to mustard oil, we have seen that Fortune mustard oil has much stronger equity than the masstige brands because consumers are afraid of any adulteration. So, here our Fortune has done much better,” said Mallick. However, the trend of smaller packs has pushed up its volumes as consumers are now buying four to five times a month. “If a single payment is ₹150 a litre, consumers have to pay out almost ₹2,500 for a 15 litre pack. So, paying ₹2500 altogether by a rural or a small-town consumer is definitely tight and tough. Against that, they can always pay ₹100 and buy a half litre bottle or ₹200 for one litre,” Mallick said. Also, after two price slashes in two months, they do not want to buy large quantities as they hold on to hope of another price cut.

No festival cheer ahead for Fortune Oil’s rural sales, says Adani Wilmar CEO

<ul><li>Home pregnancy test kit brand Prega News has roped in <keyword id="6357860" type="PERSON" weightage="20" keywordseo="anushka-sharma">Anushka Sharma</keyword> as its brand ambassador.</li><li>The brand had also tied up with <keyword id="1377418" type="PERSON" weightage="20" keywordseo="Kareena-Kapoor-Khan">Kareena Kapoor Khan</keyword> during her pregnancy.</li><li>The new campaign has been conceptualized by <keyword id="4236017" type="COMPANY" weightage="20" keywordseo="ADK-Fortune">ADK Fortune</keyword>.</li></ul>Prega News has roped in actor Anushka Sharma as its brand ambassador. The actress who is pregnant and is expecting her first child with Indian Cricket Captain and husband <keyword id="6354486" type="PERSON" weightage="20" keywordseo="virat-kohli">Virat Kohli</keyword> has endorsed the brand for their new campaign. Prega News is the No. 1 brand (As per IQVIA, Sep’ 2020) in home pregnancy test kit and holds over 80% of the market share. Conceptualized by ADK Fortune, the campaign showcases the journey of being pregnant and expecting a child. Anushka who is in her third trimester is expecting her baby in January 2021. The two-month-long ad campaign will run across television channels, digital platforms and outdoors including hoardings and branding at prominent airports. The ad film will also be released across India in regional languages like Hindi, Bengali, Oriya, Marathi, Gujarati, Punjabi and Assamese so that it's reach can be maximized. As part of the campaign, Anushka will be seen cherishing her pregnancy and enjoying the thought of having a child. Commenting on the campaign, <keyword id="4921166" type="PERSON" weightage="20" keywordseo="rajeev-juneja">Rajeev Juneja</keyword>, CEO, <keyword id="146847" type="COMPANY" weightage="20" keywordseo="mankind-Pharma">Mankind Pharma</keyword>, said, “We are extremely delighted to have Anushka Sharma on board for this association to bring forth the powerful message of the strength of motherhood. Prega News has been the companion for millions of expecting mothers for over a decade now and with Anushka we want to take forward our messaging to expecting mothers pan India. Being the market leader, we would like to express our gratitude to our customers who have always inspired us to bring the best product for them. Prega News has been the preferred choice for expecting mothers as it is reliable, cost effective and can be used without any hassle.” Speaking on the occasion, Anushka Sharma, said, “I’m happy to be associated with Prega News which is known for helping women for over a decade now. Prega News has struck a chord with expectant mothers with its tagline ‘Prega News means Good News’. The brand is a preferred choice amongst its customers as it resonates trust and offers accurate results from the comfort of their homes. I look forward to my association with Prega News and to be a part of their growth journey.”

Prega News ropes in Anushka Sharma as its brand ambassador

<ul><li>Local brands are making a comeback after their pandemic lows, and are now competing with national brands in categories like detergents, noodles, masalas and more.</li><li>HUL CEO said in an earnings concall that they have seen a market share dip in certain mass categories.</li><li>The number of homes that buy over 4-5 brands of the same product are growing, says a Kantar report. </li></ul>In Karnataka, many stores now have ‘1 To 3 Noodles’ on display along with Nestle’s 2-minute Maggi, the category leader. Apart from a stellar 35% penetration in the state, this local brand is catering to local tastes with a desi twist to instant noodles that comes with more masala. Similarly, North India-based Vasant Masala is catering the specific spice needs with its Awadh Garam Masala. There are more such examples of local brands that concentrate only on specific states — that are making a headway into the retail shelf space as well as the consumer’s homes, if not hearts. “Local brands live up to the local tastes better,” K Ramamkrishan, MD South Asia of Kantar tells Business Insider India. Moreover, these brands are bringing value onto the table beyond price points by capturing the specific preferences of the states and relationships with retailers. So much so, now they’re threatening the national brands sold by FMCG behemoths. “Local brands are no more brands that have basic packaging with a brand name. They are innovating, have brand ambassadors. Today local brands are only limited by their presence not their ambition,” said Ramamkrishan. He says the speed of decision making in local brands is high, and their agility allows them to capture dynamic trends in shopping habits faster. Back from pandemic lows Kantar’s Consumer Connections 2023 report says that there has been a resurgence in local brands that had faced troubles during the pandemic. Curtailed by their inability to raise prices, over 12 brands have shut shop during the pandemic. Many more couldn’t source raw material during the high inflationary period, or bear the costs, Ramamkrishan explains. With the pandemic over, the troubles have decreased and local brands are back with a vengeance. FMCG major HUL also admitted in its recent quarterly announcement that regional brands have curtailed the price growth in the sector. Rohit Jawa, CEO of HUL said that it has seen dips in market share in the mass segment due to small and regional players. “There has been a resurgence of small and regional players in select categories due to softening commodity prices – many of whom had vacated the market during the peak of inflation,” he said in an earnings concall. Most of the local brands tend to categories that are already high in penetration such as food and beverage, detergents, spices, washing powders, hair oils etc. “For example they won't be in face washes where the penetration is low,” Ramkrishnan explains. Kantar has picked a few brands like — Reflect Dishwash in Maharashtra, Saras Detergent Bar in Gujarat, Challenge Detergent Bar in Tamil Nadu, Sastry Balms in Andhra Pradesh, Supreme51 in Madhya Pradesh as some of the single-state brands that have exhibited double or even triple digit growth in the last one year, along with extensive penetration in the state of their choice. Flirting with many brands While consumers are pivoting towards local brands, they’re not shedding their loyalty to national brands either. The complex Indian consumers are more tuned to experimenting more. Ramkrishnan calls it ‘flirting with multiple brands’. The number of shopping trips or purchase occasions for Indians are growing at a rapid pace, says Kantar. An Indian makes 152 shopping trips in a year – which breaks it down to one in every 58 hours. This also includes e-commerce shopping. It indicates that people are buying only as much as required, and household consumption levels are not back to normal in spite of signs of revival. But a few others also prefer frequent shopping for reasons like freshness, accessibility and more. More shopping trips means more experimenting. The homes that buy over eight brands of biscuits/cookies rose to 34% in 2023 from 24% in 2022. The percentage of homes that buy over three brands of washing powders and liquids came in at 47%, going up by 6% in a year. And, 43% of homes bought over six brands of soap bars in 2023, rising by over 5%. Experimenting Indians are also giving a fillip to direct-to-consumer brands that have national ambitions buoyed by PE and VC investors who are betting big on them — all indicating rising competition in the sector.

Local brands rise as Indians flirt with newbies

<ul><li>BCCI President and former India cricket captain <keyword id="6359039" type="PERSON" weightage="20" keywordseo="sourav-ganguly">Sourav Ganguly</keyword> suffered a mild <keyword id="6357661" type="UNKNOWN" weightage="20" keywordseo="heart-attack">heart attack</keyword> last Saturday.</li><li>Ganguly is now said to be stable. However, while many were concerned about the player's health, many re-discovered his old ad endorsing <keyword id="27145" type="COMPANY" weightage="20" keywordseo="Fortune">Fortune</keyword>'s <keyword id="985011" type="ORGANIZATION" weightage="20" keywordseo="rice-bran-oil">Rice Bran Oil</keyword> which then triggered a slew of tweets and jokes with people questioning the effectiveness of the oil and also wondering how the brand will tackle this crisis now.</li></ul>BCCI President and former India cricket captain Sourav Ganguly suffered a mild heart attack last Saturday and had to undergo an angioplasty to clear a blocked coronary artery. The news triggered widespread concern and led to fans showering the former captain with wishes and prayers. Ganguly is now said to be stable. However, over the weekend, someone also noticed an ad that Ganguly had worked on for <keyword id="236770" type="COMPANY" weightage="20" keywordseo="Adani-Wilmar">Adani Wilmar</keyword>’s Fortune rice bran oil. The tagline for the campaign read, ‘Dada bole welcome to the 40s’. He is the brand ambassador for Fortune oils and as well as its soya chunks. <div type="twitter" handle="pj77in" handlename="Pankaj Jain" image="http://pbs.twimg.com/profile_images/1049646397731950592/yqZlZ_aJ_normal.jpg" favoritecount="2969" retweetcount="658" status="Should you trust Adani's Fortune ? https://t.co/mRc5x4yraA" createdat="1609609764000" id="1345426984688500737"></div> <div type="Youtube" id="bV4ztqQYsTc" title="Switch to Fortune Soya Chunks | Protein-rich and Untouched by Hand" thumbUrl="https://i.ytimg.com/vi/bV4ztqQYsTc/mqdefault.jpg"></div> Now while this ad is from April 2020, a viewer pointed that the ad showing Ganguly endorsing its rice bran oil was aired even during the weekend, leaving many on Twitter amused while others pointing out the irony. <div type="twitter" handle="abhinavdiaries" handlename="abhinav pathak ⏳📚" image="http://pbs.twimg.com/profile_images/971343949972590592/-LeiAWUD_normal.jpg" favoritecount="0" retweetcount="0" status="Remembering the ad, “40 ke ho gye to kya jeena chhod doge”, I wonder the condition of the brand manager of Fortune… https://t.co/60lqlSSCGD" createdat="1609601513000" id="1345392378140508160"></div> <div type="twitter" handle="vlp1994" handlename="Vinesh Prabhu" image="http://pbs.twimg.com/profile_images/1345660094806016000/v0DYKvY9_normal.jpg" favoritecount="5" retweetcount="0" status="I remember Dada doing a commercial of Fortune Oil and talking about heart health and how you need to careful about… https://t.co/X0WKWIus38" createdat="1609577278000" id="1345290727014612992"></div> The re-discovery of the ad also led to a slew of memes and Whatsapp forwards. <div type="twitter" handle="ParryRamMe" handlename="Bourbon Naxal" image="http://pbs.twimg.com/profile_images/1314878559295397890/uQiorXxx_normal.jpg" favoritecount="0" retweetcount="0" status="Will be interesting to see how #Fortune oil brand will now use their ambassador Sourav Ganguly given that their o… https://t.co/h69gsNxVSt" createdat="1609674863000" id="1345700028292087811"></div> On what the brand could do when it is finding itself in this crisis, for no apparent fault of their own, communications strategy consultant Karthik Srinivasan in his tweets advised removing the ads as a first step. <div type="twitter" handle="beastoftraal" handlename="Karthik" image="http://pbs.twimg.com/profile_images/1140493276316745734/WH-6N17h_normal.jpg" favoritecount="93" retweetcount="24" status="Is Fortune Foods' Oil division working on a crisis response plan? The ad is from April 2020, by the way.Context:… https://t.co/nORPU9DJ4U" createdat="1609651707000" id="1345602905416470529"></div> We checked the brand’s official handles and found that the ad had since been removed. He also suggested that the brand should ‘build a larger narrative around the causes of heart attack in the 40s that do not directly correlate it to oil consumption alone.’ Meanwhile, brand strategist Lloyd Mathias pointed that the player did not lead an unhealthy lifestyle and that sportsmen with a 10-15 year playing life need to keep the earnings coming in. <div type="twitter" handle="LloydMathias" handlename="Lloyd Mathias" image="http://pbs.twimg.com/profile_images/459068431027826689/OoV8_z_6_normal.jpeg" favoritecount="124" retweetcount="15" status="Seen many tweets on the irony in Sourav Ganguly endorsing Fortune RiceBran Oil. Got to realise it’s the risk one ta… https://t.co/XDhO5g9fNr" createdat="1609671398000" id="1345685497503354881"></div> How the brand chooses to tackle the situation is something we will now need to wait and watch.

As people re-discover Sourav Ganguly’s old ad endorsing Fortune Rice Bran Oil, Twitterati wonders what the brand’s next steps will be

<ul><li><keyword id="4548811" type="PERSON" weightage="20" keywordseo="Mamaearth">Mamaearth</keyword> onboards <keyword id="823990" type="PERSON" weightage="20" keywordseo="Sara-Ali-Khan">Sara Ali Khan</keyword> as its brand ambassador.</li><li>The brand will target millennials with Sara Ali Khan.</li></ul>Mamaearth introduces the millennial icon, Sara Ali Khan, as the new face of the brand. She will be endorsing Mamaearth Hair Care Range and advocate the goodness of its natural ingredients. Mamaearth is a purpose driven brand for millennials that believes in choosing goodness for themselves and the environment. Sara Ali Khan is a strong millennial icon and with her fun, bold and authentic personality, will be a great fit for the brand. She is known to speak her mind and will truly believe in the brands’ purpose of Goodness inside! The actor also took to Instagram to share her new endorsement deal in her unique style. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> Commenting on the appointment, Ghazal Alagh, Co-founder and Chief Innovation Officer, Mamaearth, said, “We are a brand founded by millennials for millennials. As a purpose-driven brand, we intend to serve a greater goal along with creating great quality products that are safe and effective. Sara is a voice that the youth resonate with and we strongly feel that she would be able to advocate the brand’s ideology and further our cause.” "Since I was a kid, my mother has been using Onion oil, Rice water, Amla juice, etc on my hair. These kitchen recipes have always done wonders for my hair. When Mamaearth approached me to endorse their hair care range and I got to know that their products are inspired by traditional recipes using natural ingredients, I knew I had to partner with this brand. While they create great toxin-free products, what I love the most about the brand is their philosophy of Goodness Inside and their purpose of serving a greater good. I am excited to embark upon this journey and urge fellow millennials to choose the goodness of Mamaearth,” says Sara Ali Khan

Sara Ali Khan to be the first ambassador for Mamaearth

<ul><li>Home pregnancy test kit brand <keyword id="3679921" type="PERSON" weightage="20" keywordseo="prega-news">Prega News</keyword> that recently roped in <keyword id="6357860" type="UNKNOWN" weightage="20" keywordseo="anushka-sharma">Anushka Sharma</keyword> as its brand ambassador, has launched its first TVC with the actor. </li><li>The brand had also tied up with Kareena Kapoor Khan during her pregnancy.</li></ul>Prega News has launched its latest TVC and like many of their campaigns before, it features a celebrity mom-to-be, Anushka Sharma, one who broke the internet with the announcement of the pregnancy. <div type="Youtube" id="cQSOZ-j8vvU" title="Anushka Sharma shares her #PregaNewsMeansGoodNews Moment | Hindi" thumbUrl="https://i.ytimg.com/vi/cQSOZ-j8vvU/mqdefault.jpg"></div>Prega News has always been at the forefront of roping in celebrities soon after their pregnancy announcement. In the past, they have enjoyed a long association with Kareena Kapoor Khan who featured in many of their <a href="https://www.youtube.com/watch?v=W8D8PobvzHo">videos</a>. Previous to that, Prega News had onboarded Shilpa Shetty, who also featured in their <a href="https://www.youtube.com/watch?v=fanYoZ1ctE4">TVC</a>. For their social messaging campaign <a href="https://www.youtube.com/watch?v=VBo40A99dYg">#ImWithYellow</a> they also roped in Neha Dhupia, Soha Ali Khan, Priyamani, Karan Mehra, Mahhi Vij and many others. This TVC comes after their social-message evoking films on celebrating moms, gender equality, equality of motherhood experience for all and a series of films involving fathers in the parenthood journey. The brand also recently celebrated 10 years with several short films on the special moment couples find out about the good news. In their latest TVC, themed #PregaNewsMeansGoodNews, Anushka talks about that special moment when you start caring more for someone else in your life. And that moment comes with Prega News. We also come across several moments in our lives when we hear the golden words from our mothers - “You will understand when you become a mother.” And in their latest TVC, Anushka reminisces about the same. Talking about the collaboration, Rajeev Juneja, CEO of Mankind Pharma said, “We are extremely proud to welcome Anushka Sharma to the Prega News family and we wish her all the best for the road ahead. With this TVC, we hope to touch the chords that bind a mother and child together, while celebrating the key message, #PregaNewsMeansGoodNews, as we have been delivering this good news to women for over 10 years now.” The film is ideated and produced by ADK Fortune and is being amplified by Team Pumpkin, who were recently awarded the digital mandate for Prega News.

Prega News launches a TVC featuring brand ambassador Anushka Sharma

<ul><li><keyword id="99676" type="PERSON" weightage="100" keywordseo="Shilpa-Shetty-Kundra">Shilpa Shetty Kundra</keyword>, who has been missing from the big screen for the past 13 years has become the face of yet another brand. </li><li>She has 13 brands in her kitty from varied categories like Food &amp; Beverages, Telecom, Skincare, FMCG, Chocolates, and more. </li><li>As Shilpa signs another brand, we try to decode what still makes the actor relevant and how she has become an example of breaking age-disparity in the industry. </li></ul>Shilpa Shetty Kundra, the 43-year-old Bollywood actress, has bagged yet another brand in her kitty. She is now the face of home decor brand, Stellar Homes USA and represents 13 brands in total. Shilpa was last seen on the silver screen in the 2007 film Apne but she never really left the limelight. She continued judging various TV reality shows, became an entrepreneur by starting her own fitness channel called The Shilpa Shetty app and invested in a start-up called Mamaearth. Shilpa has over 1.6 million subscribers on her YouTube channel, which covers fashion tips, her fitness regime and a cooking show. While on Instagram, she has gained more than 6 million followers in a short span of time. According to media reports, she has a net worth of $20 million. This year, her long sabbatical of 13 years will also come to an end as she will be seen in two movies -- Nikamma and Hungama 2. Brand Journey Shilpa was 16 and a part of the modelling world when an aerated drinks brand approached her. Today, she regrets falling for money and choosing shortcuts. Shilpa is now wary of the kind of brands she chooses to work with. She has walked out of the meeting rooms if she doesn’t resonate with the brand. “Earlier, I really didn't think about whether I suited the brand. It was only about whether I was getting paid enough to leverage my name. But in the last five years, there has been a change in my thought process. When people take you seriously as a brand or rather someone synonymous with health and fitness, you become more responsible. So if something doesn't resonate with my personality or something that I can't use at home for my family or me, I won't endorse it,” admits Shilpa. Before her big release lined up this year, Shilpa turned down a Rs 10 crore offer from an Ayurvedic Slimming Pill brand because she did not want youngsters, who look up to her, to fall for fad diets. “There's so many brands I have turned down, I can't sit down and list those,” she breaks into a chuckle. She says she would have bagged a lot more brands and made more money had she not been so fastidious. Pan Masala brands and Aerated Drinks are completely off her list and she says she wouldn’t consider endorsing them ‘for all the money in the world.’ Explaining her modus operandi of choosing deals, she says, “I'm very particular and there's a lot of due diligence that goes into the brands that I work with. And I really believe that there is no shortcut in life. If you were to tell people that by popping pills you will lose weight, I think people who actually work out the right way will start losing faith in what they're doing. And I just feel that though we stopped focusing on mental health, and we will be talking about prizes and losing weight, fitting into a certain size, I think mental health is equally important. And I can't endorse something that doesn't fall into line with my philosophy.” The secret behind her relevance in the industry It was during her post-pregnancy period that Shilpa was asked a lot of questions about her fitness regime on the internet. She joined social media to help people out and realised that the audiences’ love for her hasn’t changed. She used that to her advantage and started her own application. It is her penchant for fitness and strong social media following, that brands still find her relevant. “After all these years, I feel like I stayed relevant. Today, I'm doing two films after 13 years but people still know me, not only because of television, but also because I stand for propagating good health. I want to bring about an awareness and want to play the role of a catalyst. As actors, we are always looked up to, and we have the power of social media. I used that to start my own YouTube channel,” shares Shilpa. Now, Shilpa Shetty is in-between meetings, looking for a fundraiser for her application to expand her reach further. Experts Speak Ashutosh Harbola, CEO and Co-founder, Buzzoka thinks that Shilpa had a strong influence on the industry since she made her fortune in Big Brother; her brand image changed after that and IPL, he says, added a cherry on the cake. “Shilpa Shetty is an ever-blooming social media star and her constant touchpoint with her audience makes her relevant even when she doesn't have too much in her kitty. From a brand's perspective, it's the right fit. Since the social and digital-first audience is always on social media, their appetite for relevancy is much filled. Also, Shilpa has been testing a couple of other platforms too which is keeping her both busy and buzzed. We all saw her entry on TikTok and it's a perfect example of being in the news for the right reasons,” says he. “Post her marriage, she is amongst the rich kids of Instagram making the world drool on her cuteness and the lavish lifestyle,” adds Harbola. N Chandramouli, CEO, TRA Research, highlights how strong her social media currency is, which is one of the reasons why brands still love her. “It is not easy for an actor who has been out of an active acting career for over 10 years to continue to stay relevant. However, Shilpa Shetty has reinvented herself in many new avatars to do what she is good at. She is a fitness icon, TV reality show judge, fashionista, partner in a spa chain, has over 1.6 million subscribers on her Youtube food channel, 6 million followers on her Instagram, among other things. Guess that's more than enough to keep her relevant with new-age millennials and others,” says Chandramouli. Social Media and Brand Expert, Karthik Srinivasan thinks Shilpa’s relatability factor for millennials and Gen Y has worked in her favor. “Shilpa Shetty, I believe, appeals to and can be recognised by a whole lot of middle-aged and older women unlike an Ananya Panday or Alia Bhatt. That relatability is what perhaps works in her favor. Ditto for actors like Vidya Balan. To some extent, it's also a factor of a 40+ woman actor to continue to want attention, work and assignments. Some may choose to shun the limelight and live a more obscure life surrounded by people close to them, as a way to escape the excess attention of earlier times. Shilpa Shetty has been in the limelight long after her exiting the film industry, including her foray into owning teams and so on. So, modeling and films continue to help her position her brand,” explains Srinivasan. An inspiration for other actresses The Khans of Bollywood and actors like Akshay Kumar and Amitabh Bachchan, still continue to be the Top 10 celebrities. Senior actresses, on the other hand, struggle to find film projects. As they vanish from the limelight after they get married, brands stop approaching them. Shilpa is unhesitant to agree that she found her calling much later in her career arc and feels women are finally stepping up to turn the tables. “I found my calling very late but I guess better late than never. Also, times are changing. You see actresses are far more daring today. It's also a more egalitarian world now. Women are given far more opportunities. I think women today are willing to take risks. And yes, it's a different world. And I think that's the only thing that's constant - change,” says Shilpa. Srinivasan also thinks the situation is changing, thanks to actresses like Shilpa Shetty and Vidya Balan and script writers that are breaking the age stereotypes. “I think as an industry, Bollywood (and the regional film industries, in particular) have moved definitely away from age-limits for women actors. While there's always (and still) a demand for young women actors, there are scripts being written for older ages as well, who do not fit the conventional stereotypes of a leading woman in films,” says Srinivasan. He adds, “From a branding point of view, I was very pleasantly surprised to see Tapsee Pannu featured in a Horlicks ad where she was specifically called out as being 30+. Or a Kangana Ranaut playing a mother of a boy in Panga. This scenario was unheard of a few years ago when only men had the freedom to be called 30+, 40+ and still get away with conventional roles in films. 40+ Shilpa Shetty is a variant of the 30+ Tapsee and Kangana.” Chandramouli, on the other hand, feels the onus also lies on actresses. “Brands take endorsements from 53-year-old male actors endorsing colas, and 77-year-old males endorsing everything. When it comes to women celebrities, there are occasions when you will see someone like Madhuri Dixit, who is above 50 years get endorsements. But many don't get as lucky as her. And this age-related aberration is one of the strangest as many times when choosing actors playing an older role, directors tend to cast younger actors. To correct this is the responsibility of female actors as also it is of brands and advertising agencies. Many times due to the paucity of opportunities, women celebrities above 40 tend to start focusing on other areas of their interests in work and personal life. In a highly competitive world, they must continue to stay relevant in their interest areas, stay connected with audiences, and find new interests which find newer fans. Since all endorsements are a commercial arrangement, the fee of endorsement also matters, for the potential endorsers must be willing to adjust fees in line with market demand. For the brands and agencies, it is important to have greater acceptance, to try the different, reink campaigns with such potential endorsers.” While many actresses have come and vanished with time, Shilpa Shetty Kundra has never left the showbiz, setting an example for other female actors in the industry.

What continues to make Shilpa Shetty Kundra relevant for brands

<ul class="summary-list"><li>Vision 2030 is Saudi Arabia's grand plan to transform its economy and reduce its reliance on oil.</li><li>The plan is also aimed at improving its citizens' lives and keeping its place on the world stage.</li></ul>It was the discovery of oil under the plains of Dhahran in Saudi Arabia's eastern province in the 1930s that transformed the Middle Eastern peninsula from a modest land of bedouins steeped in religious lore into a kingdom with the power to turn the world with black gold.That power is no longer guaranteed.Almost a century after the country stumbled upon <a target="_blank" href="https://www.businessinsider.com/saudi-putin-team-up-keep-oil-prices-high-annoy-us-2023-6?r=US&amp;IR=T">its oil riches</a>, changing times have pushed the House of Saud dynasty to confront the critical turning point it has reached — one that demands another radical transformation.A global climate crisis shifting the world away from oil, a growing population of young hopefuls desperate for opportunity, and the rising star of a king in waiting who's ready to build a nation in his image. These factors have coalesced to create a singular mission to keep the kingdom thriving.It's called <a target="_blank" href="https://www.vision2030.gov.sa/">Vision 2030</a>. By the end of the decade, Saudi Arabia aims to pull off the ambitious, three-pronged feat of creating an economy no longer dependent on oil, improving the lives of its nearly 40 million people, and keeping its place on the global stage."This isn't just about diversifying the economy — it's transforming society with the aim of creating an agile economy that can respond to the challenges of the modern world," professor Simon Mabon, a senior research fellow at the Foreign Policy Center in London, said.But time is ticking: Seven years after announcing Vision 2030, <a target="_blank" href="https://www.businessinsider.com/neom-what-we-know-saudi-arabia-500bn-mega-city-2019-9?r=US&amp;IR=T">Saudi Arabia</a> has reached the midway point of its timeline, with just seven years left to the finish line. It means the kingdom is about to get more serious than ever — or risk being left in the dust.<h2>Inside the Vision 2030 master plan</h2><div type="image" title="MBS, NEOM" height="2237" width="3612" msid="103104386" hostid="261" sizebytes="133488"></div>As the brainchild of the <a target="_blank" href="https://www.businessinsider.com/mohammed-bin-salman-saudi-prince-net-worth-yacht-private-jet-lifestyle-2019-5?r=US&amp;IR=T">37-year-old Saudi Crown Prince Mohammed bin Salman</a>, the country's master plan — shaped with the help of McKinsey — has several moving parts, with the standouts being its "gigaprojects."In particular, its <a target="_blank" href="https://www.businessinsider.com/neom-saudi-prince-mbs-new-images-megacity-dystopia-2023-5?r=US&amp;IR=T">crown-jewel project, Neom,</a> represents the synthesis of Vision 2030's moving parts. In the country's northwestern corner, Neom's centerpiece is set to be a $1 trillion megacity known as The Line.Early renderings show a vast, mirrorlike structure in the desert set to be about 650 feet wide – and 100 miles long. Saudi Arabia says the cutting-edge car-free city will run on 100% renewable energy and put services within a five-minute walk of 9 million people.In other words, <a target="_blank" href="https://www.businessinsider.com/saudi-arabia-city-neom-loan-desert-2023-7?r=US&amp;IR=T">The Line</a> symbolizes everything Saudi Arabia is setting out to achieve through Vision 2030: commit itself to a post-oil future, build livable spaces with economic opportunity, and set the standard of a futuristic city for others around the world to emulate.There are more than 20 other Vision 2030 projects, such as the Red Sea holiday destination and Qiddiya, an arts and entertainment capital — conceived as ways of building a Saudi Arabia that has jobs for all its citizens.Gerald Feierstein, the US ambassador to Yemen under <a target="_blank" href="https://www.businessinsider.com/president-barack-obama-advice-for-success-at-work-career-2023-6?r=US&amp;IR=T">President Barack Obama</a> and a senior fellow at the Middle East Institute, told Insider that involving the private sector both locally and internationally had become crucial in Saudi Arabia's bid to create jobs."The old system of providing primarily public-sector employment for any Saudi coming into the workforce was no longer going to be achievable because the size of the population had grown beyond the capacity of the public sector," Feierstein said.That said, much of this is being financed by the Public Investment Fund, Saudi Arabia's powerful sovereign wealth fund, which manages assets worth about $700 billion.In recent years, the fund has been on a global spending spree, placing bets on technology through its $45 billion backing of <a target="_blank" href="https://www.businessinsider.com/softbank-ceo-likened-to-jesus-suffers-32-billion-fund-loss-2023-5?r=US&amp;IR=T">SoftBank's Vision Fund</a>, the Newcastle United soccer club, private equity, the Tesla rival Lucid, and golf.<div type="image" title="kieran tripper newcastle united" height="682" width="1024" msid="103104387" hostid="261" sizebytes="50988"></div>By becoming a marquee investor in several high-profile names internationally, the fund — led by Crown Prince Mohammed and its governor, Yasir Othman al-Rumayyan — hopes to generate returns on bets powering the West, while incentivizing leaders to invest and open shop in the kingdom.Saudi Arabia is buoyed by its status as the world's largest oil exporter — a position reinforced as Russia's war with Ukraine disrupts Russian crude exports. Last year, the state-owned oil company <a target="_blank" href="https://www.aramco.com/en/news-media/news/2023/aramco-announces-full-year-2022-results">Saudi Aramco posted an astonishing net profit of $161 billion</a>.But Saudi royals are acutely aware that the country's nonoil revenues will become increasingly important in the years to come as the climate crisis pushes nations toward clean energy.It explains why it's investing so heavily locally and internationally, and why it has set a target for increasing the <a target="_blank" href="https://www.vision2030.gov.sa/v2030/empowering-the-private-sector/">contribution of nonoil exports to its nonoil GDP from 16% to 50%</a> as part of Vision 2030's goals.<h2>Success is far from certain</h2>There are conflicting signals about whether Saudi Arabia's efforts will pay off.Last year, it became the fastest-growing G20 economy, <a target="_blank" href="https://www.imf.org/en/News/Articles/2023/06/06/saudi-arabia-staff-concluding-statement-of-the-2023-article-iv-mission">according to the International Monetary Fund</a>, while its unemployment rate fell to 4.8%. It has already exceeded the 30% target of female participation in the workforce set by Vision 2030.Mabon of the Foreign Policy Center said that most of the population favored the crown prince. The people support the leader because of the promises set out in his grand plan."You just have to talk to young Saudis to get a sense of how popular he is," Mabon said.However, success is far from guaranteed. Feierstein said "we need to be clear that it's young urban Saudis in places like Riyadh and Jeddah and Dhahran" who are galvanized by Vision 2030. He added: "When you talk about the hinterland, they're not necessarily as enthusiastic."Mabon agreed, adding that another point of tension revolved around Crown Prince Mohammed's ability to maintain the nation's "legitimacy within Islam whilst embarking upon a project that is leaning to the trappings of Western modernity." Saudi Arabia has traditionally been deeply conservative.For <a target="_blank" href="https://www.chathamhouse.org/about-us/our-people/farea-al-muslimi">Farea Al-Muslimi, a Chatham House research fellow</a>, there's even more at stake socially. Despite reports of nomadic tribes being displaced to make way for Neom, he said, Saudis continue to have goodwill toward the monarchy because of its long-term promises.Failure to deliver on those promises given the sacrifices being made could spell trouble."It's something people are willing to forgive and forget — if it pays off," Al-Muslimi said. "If it doesn't, they're not going to be easy. It can backfire."On a broader level, experts told Insider, the gathering pace of the <a target="_blank" href="https://www.businessinsider.com/saudi-arabia-vision-2030-neom-cristiano-ronaldo-mohamed-bin-salman-2023-8?r=US&amp;IR=T">Vision 2030</a> mission threatens to create deeper tensions between Saudi Arabia and the United Arab Emirates as they vie for the region's economic crown, while its financial payoff could take many years."All of these megaprojects, there's not a single guarantee that they will work," Al-Muslimi said. "It's a huge risk."In July, the Public Investment Fund reported an $11 billion loss for last year as global markets were roiled, <a target="_blank" href="https://www.bloomberg.com/news/articles/2023-07-11/saudi-wealth-fund-reports-11-billion-investment-loss-for-2022">Bloomberg reported</a>.<div type="image" title="The Line, NEOM" height="1280" width="1920" msid="103104389" hostid="261" sizebytes="173552"></div>A key factor that could determine this project's success involves Saudi Arabia's changing appeal to the West. Concerns have been raised by the likes of Amnesty International on <a target="_blank" href="https://www.businessinsider.com/saudi-arabia-public-investment-fund-pif-sports-influence-pga-liv-2023-6?r=US&amp;IR=T">its human-rights record</a>; it will need to be conscious of this when courting Western business and investment.That said, the sheer scale and glamour of Vision 2030 could prove to be plenty in Saudi Arabia's pitch to observers abroad and give it a winning ticket to the future.Saudis will rest their hopes on Crown Prince Mohammed to deliver. Fortunately for them, Mabon said, "there's a lot of confidence it can be done."

Vision 2030 is Saudi Arabia's grand plan to future-proof its oil-based economy. Experts say it's a huge risk. 

Inside Nike: Sources share claims of sexism, cheating, abuse at the world's wokest brand

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

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

It is not everyday that two A-list celebrities come together. In the last two years, this rare occurrence has happened at least thrice, bringing to the fore a class of power couples. And, their combined brand value can top the charts. Earlier too, legendary Bollywood actors Amitabh and Jaya Bacchan came together for endorsing <keyword id="413856" type="COMPANY" weightage="20" keywordseo="Kalyan-Jewellers">Kalyan Jewellers</keyword> Mudhra collection as parents to a would-be bride. Though Shah Rukh Khan and Gauri Khan also did a few ads like D'decor together, experts believe the real moolah lies in the paired reigning superstars. The latest entrant into this short and exclusive club are Ranbir Kapoor and Alia Bhatt, who are also coming together for a soon-to-be released movie. Alia Bhatt and Ranbir Kapoor 
 
 
 
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 Hitting the nail before they turn a married couple, e-commerce giant Flipkart roped Alia Bhatt and Ranbir Kapoor for a national campaign. They play the role of a couple too where Alia is seen commenting on Ranbir’s clothing style. Alia who is high on successes like Raazi and Gully Boy makes more from brand endorsements, as compared to Ranbir who had a spate of flops before the release of Sanju this year. The 26-year-old actor, Alia Bhatt has collaborated with some of the best brands in India and is the first celeb to promote Uber Eats, Nokia and Make My Trip. She reportedly <a href="https://www.marketingmind.in/reasons-why-alia-bhatt-has-become-popular-in-brand-endorsements/">has a brand value </a> of $98,10,700. Ranbir Kapoor reported has a brand value of ₹1.39 billion, according to Duff and Phelps' Celebrity Brand Valuation Report 2018. But together, both their fortunes could change and so will that of the brands they would be a part of. Together they have an estimated brand value of ₹2.77 billion Deepika Padukone and Ranveer Singh 
 
 
 
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 The star couple Deepika Padukone and Ranveer Singh have around 40 brands together in their kitty. And some of them are competitors. For instance, Ranveer Singh endorses Make My Trip while Deepika promotes GoIbibo. But electronics brand Lloyd also brought them together to do what they do best--as newlyweds to endorse the company’s household electronics like air conditioners, LED TVs among others. According to a report by ESP properties, “Their successive blockbusters and the buzz around their wedding for months before the event, was enough to earn them a spot in the top 3 brand favorite stars of the year.” Ranveer Singh earns over ₹840 million from more than 20 brand he endorses. He charges between ₹30-40 million to ₹40 million per advertisement. Ranveer Singh earned ₹626 millions alone in 2017 from brand endorsement, said Forbes list of 100 celebrities for 2017. Deepika Padukone is the top earner in brand endorsements amongst actresses. She promotes 18 brands and earns ₹750 million. The brand <keyword id="3056668" type="PERSON" weightage="20" keywordseo="deepveer">DeepVeer</keyword> has an estimated value of ₹1.59 billion. Anushka Sharma and <keyword id="6354486" type="PERSON" weightage="20" keywordseo="virat-kohli">Virat Kohli</keyword> 
 
 
 
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 The trendsetters in the latest category however remain Virat Kohli, the captain of the Indian cricket team, and his actor wife Anushka Sharma. And without they have more than one ‘couple’ endorsement. Both of them together<a href="https://www.livemint.com/industry/media/myntra-appoints-virat-kohli-anushka-sharma-as-first-brand-ambassadors-1556879575460.html"> reportedly have a brand value of $200 million</a> with 40 brands in their kitty like Head and Shoulders, Pepsi, Celkon, Boost, Audi, Fastrack, Nivea, Puma, American Tourister and Uber. The two have also been featured together in a clothing brand advertisement, Manyawar, for which they did a sequel after their marriage. In fact, it was an ad shoot that brought this couple together as they met in 2013 while shooting for Head and Shoulders. They recently shot an ad for Google Duo where Anushka Sharma and Virat Kohli show their goofy relationship. “In 2017, #Virushka was evidently the year’s Power Couple.Colgate skillfully leveraged the fandom of both the stars separately this year.” said the ESP Properties report. Virat Kohli is the star of the brand endorsement <a href="https://economictimes.indiatimes.com/industry/services/advertising/virat-kohli-tops-powerful-celebrity-brands-list-with-a-brand-value-of-170-9-million/articleshow/67469396.cms">as he was listed</a> as the most powerful celebrity brand in the list of Duff &amp; Phelps at the brand valuation of $170.9 million. Virat Kohli is also the first Indian sportsperson to sign a deal worth ₹10 billion with Puma. Kohli signed the eight-year deal with the lifestyle brand last year.

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