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<ul><li>On the basis of strong advance bookings, Elara Capital expects a strong opening with earnings of ₹20-22 crore over the weekend.</li><li>The science-fiction movie has been made at a massive budget of ₹410 crore.</li><li>Over the last few months, multiplexes like PVR and Inox have lost 30-35% of their advertisement business after the dismal performance of the latest Bollywood movies.</li></ul>With two days to go for its release, the mega budget movie <keyword id="7397576" type="General" weightage="20" keywordseo="Brahmstra" source="Orion">Brahmāstra</keyword> is off to a flying start, say business analysts. PVR has said that over one lakh tickets have been pre-booked for the coming weekend. “Finally, some relief for the industry. received #Brahmāstra *day-wise data* (advance booking) of a leading multiplex chain. Observations say that tickets sold are at 11,558 which is a very positive start, since advance opened at select locations only,” <a href="https://twitter.com/taran_adarsh/status/1565973786368675841?t=OJ1okV-x7JlFgPVi5qq65g&amp;s=19">tweeted business analyst </a>Taran Adarsh. On the basis of strong advance bookings, Elara Capital expects a strong opening with earnings of ₹20-22 crore over the weekend. “The lifetime box office (collection) for the film is estimated to be in a wide range of ₹130-200 crore, basis the strong advances,” says a media note by the brokerage firm. However, the science fiction movie as it’s being called, has been made over a massive budget of ₹410 crore and even if the upper end is breached it will earn only half of what was spent on its making. The movie is bankrolled by Karan Johar owned Dharma Productions along with Starlight Pictures, Prime Focus and Star Studios. The movie stars Ranbir Kapoor and Alia Bhatt and is the first of the franchise of three movies. “Brahmastra is the first sci-fi based Hindi franchise, and augurs well, as audiences want to watch large scale content in cinemas with visual effects. The film has seen strong acceptance/advances in the premium format screens (Imax, 3D etc), given the nature of content,” said Karan Taurani of Elara Capital. Word-of-mouth publicity But even for the movie to earn ₹200 crore, it would need a lot of good reviews that would bring the audience to the theatres. “We believe a positive word of mouth and audience acceptance can help the film breach the upper end. It will be tough to provide any concrete estimates unless we get to know reviews, as most recent estimates have been revised downwards post reviews. Hope it’s the other way round (positive side) for Brahmāstra as it’s a very large franchise movie and Hindi Box Office desperately needs a hit movie,” says Taurani. However, if the movie turns out to be a hit, it could rake in the moolah for theatre owners who have been hurt by the dismal performance of the much-hyped recent film releases – <keyword id="4632769" type="General" weightage="20" keywordseo="Liger" source="Orion">Liger</keyword> and <keyword id="14924108" type="General" weightage="20" keywordseo="Lal-Singh-Chaddha-" source="Orion">Lal Singh Chaddha.</keyword> “A film like Brahmāstra can provide support (to) ticket prices and spend-per-head growth too, as the film is available in multiple premium formats – average ticket price and spend per head have been 15-25% higher than pre-Covid levels until last quarter for multiplex chains,” said Taurani. The movie will be released in 3D, IMAX 3D and 4DX 3D formats across theatres, this Friday. Moreover, since it’s dubbed in multiple languages, it can bring in 15-20% of the business from regional markets too. Over the last few months, multiplexes like PVR and Inox have lost 30-35% of their advertisement business after the dismal performance of the latest movies. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/startups/news/retailtech-startup-daalchini-raises-4-million/articleshow/94045971.cms">Retail-tech startup Daalchini raises $4 million in a round led by Unicorn India Ventures</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/finance/banks/news/axis-bank-paynearby-partner-to-take-banking-to-rural-and-remote-areas/articleshow/94050937.cms">Axis Bank, PayNearby partner to take banking to rural and remote areas</a>

Brahmāstra hits the advance booking bulls eye but needs word of mouth publicity

<ul><li>INOX’s total revenues rose by 19% to ₹518 crore and EBITDA grew at 25% and reached ₹108 crore. </li><li>INOX’s advertising revenue has gone up by 3% and stands at ₹58 crore. Profit After Tax also grew by 40% growth to ₹51 crore. </li><li>INOX sold 17 million tickets in the quarter, delivering a 11% growth in its footfalls. Housefull 4 and War were the top draws.</li></ul>INOX Leisure (INOX) reported financials for the third quarter ending 31st December 2019. The results were taken on record by the Board of Directors today at a meeting held in Mumbai. As per its statement, INOX’s advertising revenue has gone up by 3% and stands at ₹58 crore. Its footfall showed a 11% growth as INOX sold 17 million tickets in the Quarter. It closed the 3rd Quarter of FY2020 with a total revenues at ₹518 crore, reporting 19% growth, on a Y-on-Y basis. At ₹108 crore, EBITDA delivered a 25% growth and PAT stood at ₹51 crore with a 40% growth. INOX also rolled out its loyalty program, INOX REWARDS. This tier-based cinema loyalty program has already garnered more than 4 million members, within two months of its launch. The launch of INOX REWARDS also commemorated the historic milestone of 600 screens across the country. While action film War and comedy movie Housefull 4 were the top draws, content-driven movies like Bala and Good Newwz also played their part in inviting guests to INOX multiplexes across the country. The company has added 46 new screens in FY20 so far. Continuing its focus on technology, formats and experiences, INOX developed a multiplex at C21 Mall, Indore with 9 screens and 1486 seats, including INSIGNIA, MX4D and Club. Siddharth Jain, Director – INOX Group added, “We have been writing a consistent growth story at INOX, with our uncompromised and relentless business focus, enabled by some outstanding innovations in the space of Luxury, Service and Technology. We are proud to remain consistent on all parameters, while remaining focused towards guest experience, the core of our business. Our loyalty program, which would allow us to serve our guests better, has been very well received and appreciated by them. We will continue to remain committed to curating memorable cinema experiences and taking them closer to the millions of our guests across the country with our consistent roll out plans. The Quarter once again established the importance of content, which continues to drive guests to our cinemas, and allowing us to treat them with our high standards of hospitality.” Summary of the Operational Results* <table style="border-width: initial; border-style: none;"></colgroup><tbody><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Particulars </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Q3-FY20 </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Q3-FY19 </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">YoY Growth % </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:middle;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Total Revenues (in Rs Cr) </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:middle;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">518 </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:middle;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">436 </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:middle;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">19% </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:middle;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">EBITDA (in Rs Cr) </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:middle;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">108 </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:middle;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">87 </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:middle;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">25% </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:middle;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">PAT (in Rs Cr) </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:middle;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">51 </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:middle;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">36 </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:middle;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">40% </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:middle;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">ATP (in Rs) </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:middle;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">204 </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:middle;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">206 </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:middle;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Maintained </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:middle;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">SPH (in Rs) </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:middle;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">81 </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:middle;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">74 </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:middle;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">10% </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:middle;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Box Office Revenue (in Rs Cr) </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:middle;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">288 </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:middle;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">243 </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:middle;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">19% </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:middle;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">F&amp;B Revenues (in Rs Cr) </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:middle;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">130 </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:middle;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">106 </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:middle;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">22% </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:middle;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Advertising Revenues (in Rs Cr) </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:middle;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">58 </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:middle;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">56 </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:middle;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">3% </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:middle;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Footfalls (in Lacs) </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:middle;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">169 </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:middle;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">153 </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:middle;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">11% </td></tr></tbody></table> *Excludes impact of Ind AS 116

INOX's advertising revenue grew by 3% to ₹58 crore

<ul><li>Two big multiplexes <keyword id="799" type="General" weightage="20" keywordseo="pvr" source="Orion">PVR</keyword> and <keyword id="105311" type="General" weightage="20" keywordseo="inox-leisure" source="Orion">INOX Leisure</keyword> have decided to merge and thereby create the largest film exhibition company in India.</li><li>The combined entity will operate 1,546 screens across 341 properties and 109 cities.</li><li>Analysts say this merger was the last resort for multiplexes to continue doing this business at a time when they have been losing out to OTT behemoths.</li></ul>COVID-19 had left multiplexes with very little business alongside the growing popularity of over-the-top (OTT) platforms, which has now led to old competitors becoming partners. Two big multiplex chains, PVR and INOX Leisure, have decided to merge and thereby create the largest film exhibition company in India. The combined entity will be named as PVR INOX with branding of existing screens to continue as PVR and INOX respectively. New cinemas opened post the merger will be branded as PVR INOX. The combined entity will become the largest film exhibition company in India operating 1,546 screens across 341 properties and 109 cities. <table style="border-width: initial; border-style: none; table-layout: fixed; width: 468pt;"></colgroup><tbody><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">PVR </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">INOX Leisure </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">871 screens </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">675 screens </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Operates in 73 cities </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Operates in 72 cities </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Serves over 100 million patrons annually </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Serves close to 70 million patrons every year </td></tr></tbody></table>(Source: BSE statements) “The partnership of these two brands will put consumer at the centre of its vision and deliver an unparalleled movie going experience to them. The film exhibition sector has been one of the worst impacted sectors on account of the pandemic and creating scale to achieve efficiencies is critical for the long term survival of the business and fight the onslaught of digital OTT platforms,” Ajay Bijli, chairman and managing director of PVR said in a BSE statement. Further, Ajay Bijli would be appointed as the managing director and Sanjeev Kumar, director of INOX Leisure would be appointed as the executive director. Analysts say this merger was the last resort for multiplexes to continue doing this business at a time when they have been losing out to OTT behemoths. “Multiplex business is [a] very tough business with high capex [capital expenditure] and high fixed opex [operating expense]. Even in a fast-growing market like India, the multiplexes have been struggling to generate free cash flows. The business model in its current form is that of a glorified QSR [quick service restaurant] since more than 80% of the profits come from the sale of high-priced food and beverages. The movie screening business is break-even at best. Advertising revenues are limited to local area advertisers and some standard government ads,” said Abhay Agarwal, founder and fund manager at Piper Serica, a portfolio management service (PMS) provider. Agarwal added, “Footfalls are completely dependent on the quality of new releases, and the multiplexes have no control over that. Most importantly, they have been losing out to international OTT behemoths in terms of the release of new content. Therefore, this merger of PVR and INOX should be seen as a last resort defensive step to drive cost efficiencies.” <div type="image" title="PVR chart" height="900" width="1200" msid="90493427" hostid="261"></div> <div type="javascript" title="Custom" contenttype="Image"><cdata><![CDATA[]]></cdata></div> <div type="image" title="Inox chart" height="900" width="1200" msid="90493454" hostid="261"></div> SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/corporates/news/heres-what-supertech-25000-home-buyers-can-do/articleshow/90489946.cms">As Supertech goes bankrupt, these are the options home buyers have</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/startups/news/after-amazon-backed-shuttl-chalo-acquires-another-competitor-vogo/articleshow/90492441.cms">After Amazon-backed Shuttl, Chalo acquires another competitor Vogo</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/tech/apps/news/whatsapp-is-testing-increasing-file-size-limit-from-100mb-to-2gb/articleshow/90487646.cms">You might soon be able to send up to 2GB of files on WhatsApp</a>

Harsh impact of COVID-19 leads two big multiplexes PVR and INOX to come together to save their castles

<ul><li>March 2022 turned out to be the best months for both <keyword id="799" type="General" weightage="20" keywordseo="pvr" source="Orion">PVR</keyword> and <keyword id="6407732" type="General" weightage="20" keywordseo="inox" source="Orion">INOX</keyword> Leisure due to stellar movie releases.</li><li>The companies can still replicate the March success due to the strong movie pipeline set up for this year.</li><li>“2022 or financial year 2023 will be one of the best for the Indian film industry,” INOX CEO Alok Tandon said.</li></ul>Afer a stellar March business, movie theatres are hoping to make a comeback — but they need movies that can move the audiences away from OTTs and TVs. This is the view held by five brokerage firms — ICICI Securities/Direct, Motilal Oswal, Prabhudas Lilladher and ShareKhan. They believe that good movies can help them replicate the March success which came with superhits like the controversial Kashmir Files; Rajamouli’s RRR, Sanjay Leela Bhansali’s period drama Gangubai Kathiawadi, followed up by KGF 2 in April. “They witnessed a March — which was the best ever in the history, led by superlative performances of movies,” ICICI Direct said in its views on PVR and INOX both. The March footfalls made up for half of the Jan-March quarters footfalls in theaters. But both these companies need more than a good month to turn things around. A strong recovery in footfalls and sales of these listed theatre companies will be driven by ‘strong content slate lines’, as per ICICI Direct. If all goes well, it estimates that both these companies can cross their pre-covid earnings in the current financial year. These companies are in desperate need of a ‘recovery worthy’ movie releases. In spite of a good revenue growth, INOX and PVR both are still in the red — posting losses of ₹239 crore and ₹478 crore in the fourth quarter, respectively. <cmsannotation type="cmsannotation" annotationid="The Khan-Karan factor" comment="subhead" text="The Khan-Karan factor">The Khan-Karan factor</cmsannotation> The next phase of turnaround can come from another set of long-delayed and much-hyped movies with A-list stars. All the three Khans have movies planned this year — which had become a rare occurrence even in the years before the pandemic. Aamir Khan has Lal Singh Chaddha, that’s a remake of Tom Hanks’ Forrest Gump. Salman Khan also promises another movie from his formulaic stable — called Kabhi Eid Kabhi Diwali. The King of Khans — Shah Rukh Khan too is releasing a movie after four years called Pathan. The fact that these Khan movies are ‘much-awaited’ can help drive footfalls. INOX CEO Alok Tandon spoke of an influx of good releases in FY23, in a conversation with Business Insider India. “2022 or financial year 2023 will be one of the best for the Indian film industry… I feel like we have some very, very strong lineup,” Tandon said. He also confirmed that March was their best month yet and the movie business had been operating in limited capacity over the last few years due to Covid-19. Then other bankable stars like Ranveer Singh and Ranbir Kapoor too have releases this year — at least one of them is bankrolled by Dharma Productions, lead by Karan Johar. <cmsannotation type="cmsannotation" annotationid="Movies that can move PVR, INOX Leisure’s profits from red to green" comment="subhead" text="Movies that can move PVR, INOX Leisure’s profits from red to green">Movies that can move PVR, INOX Leisure’s profits from red to green</cmsannotation> <table style="border-width: initial; border-style: none; table-layout: fixed; width: 468pt;"></colgroup><tbody><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Upcoming Movie </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Expected Release </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Cast </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Samrat Prithviraj </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">June 2022 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Akshay Kumar, Sanjay Dutt, Sonu Sood </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Ek Villain Returns </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">July 2022 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">John Abraham, Arjun Kapoor, Aditya Roy Kapur, Disha Patani </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Laal Singh Chaddha </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">August 2022 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Aamir Khan, Kareena Kapoor </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Brahmastra </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">September 2022 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Ranbir Kapoor, Alia Bhatt, Amitabh Bachchan, Nagarjuna, Mouni Roy </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Avatar: The Way of Water (English) </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">December 2022 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;"> Zoe Saldaña, Sigourney Weaver, Stephen Lang, Cliff Curtis </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Kabhi Eid Kabhi Diwali </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">December 2022 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Salman Khan, Pooja Hedge, Kriti Sanon, Aayush Sharma </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Pathaan </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">January 2023 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Shah Rukh Khan, Deepika Padukone, Salman Khan, Dimple Kapadia, Ashutosh Rana, John Abraham </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Rocky Aur Rani Ki Prem Kahani </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">February 2023 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Ranveer Singh, Alia Bhatt, Dharmendra, Shabana Azmi </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Luv Ranjan's next starring Ranbir Kapoor </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">March 2023 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Ranbir Kapoor, Shraddha Kapoor </td></tr></tbody></table> <cmsannotation type="cmsannotation" annotationid="Badly in need of a superhit" comment="subhead" text="Badly in need of a superhit">Badly in need of a superhit</cmsannotation> The many high profile releases must deliver as per expectations with ‘superhits’, for the companies to get back to their pre-Covid financials and footfalls. “Deterioration of content quality might affect footfalls and advertising revenue growth, inability to take adequate price hikes at the right time might affect earnings given rising input cost, and inability to maintain cost savings initiatives likely to impact operating profitability,” a ShareKhan report read. A lot of high profile releases also fell flat in the months ahead of March. There was a big buzz around Ranveer Singh and Deepika Padukone-starrer 83 — which was based on the 1983 cricket world cup that India won. However, it disappointed movie distributors as it was declared a theatrical flop. Singh’s Jayeshbhai Jordaar too did not live up to its expectations. Kangana Ranaut’s Dhakkad, Akshay Kumar’s Bachchan Pandey, Prabhas’ Radhe Shyam too failed to impress the audiences. Apart from 83, all the other movies were released after India had overcome the third Covid-19 wave. Pushpa and Spider Man in the Hindi belt — both released in December along with 83 — were among the few movies that managed to do well despite Omicron fears. SEE ALSO <a class="tout-title-link" href="https://www.businessinsider.in/thelife/personalities/news/mukesh-ambani-gets-his-richest-indian-crown-back-with-a-wealth-of-104-4-billion/articleshow/91977090.cms" style="">Mukesh Ambani gets his ‘richest Indian’ crown back with a wealth of $104.4 billion</a> <a href="https://www.businessinsider.in/careers/news/inox-leisure-to-hire-3000-people-as-it-plans-to-add-77-new-movie-screens/articleshow/91964819.cms" style="">INTERVIEW: INOX Leisure to hire 3,000 people as it plans to add 77 new screens</a> <a href="https://www.businessinsider.in/business/startups/news/india-created-14-unicorns-in-the-first-half-of-2022-before-funding-slowdown-hit-them/articleshow/91955385.cms" style="">India created 14 unicorns in the first half of 2022 — before funding slowdown hit them</a>

Brahmastra, Laal Singh Chaddha and Avatar — movies that can determine the fortunes of INOX and PVR

<ul><li>After international sporting events saw a long hiatus, <keyword id="395647" type="SPORT" weightage="20" keywordseo="Tokyo-Olympics">Tokyo Olympics</keyword> began on July 23. However, with it came Covid scare. Last week, the number of positive cases breached the 100-mark.</li><li>Owing to the influx of participants from around the world, Tokyo Olympics could turn into a Covid-19 superspreader event and many are calling for the games to be cancelled amid safety concerns. During such volatile times, brands who advertise might face backlash for supporting the games that could be a threat to many lives.</li><li><keyword id="6374528" type="ORGANIZATION" weightage="20" keywordseo="toyota">Toyota</keyword>, for instance, has already pulled the plug on advertising and Coca-Cola said that it wouldn't be deploying any physical Olympic activations in Japan.</li><li>So, with subdued interest in the Olympics, is it best for brands to conserve the marketing spends till consumers spend and sentiment picks up? Is there a chance of their sponsorship backfiring and coming across as insensitive and tone deaf? We speak to brand experts to find out.</li></ul>After a year’s delay, the once-in-four-years summer sporting event Olympics, finally began on July 23, sans spectators. However, COVID-19 infections in Tokyo also continue to rise. According to PTI, it breached the 100-mark on Friday, with 19 more participants testing positive for the infection. The Czech contingent seemed among the worst hit after a fourth athlete Road Cyclist, Michal Schlegel tested positive for the virus. Apart from that, three athletes, 10 Games-concerned personnel, three media persons and contractors associated with the event have been found positive. Consumers have expressed mixed feelings of terror and hope. Due to the influx of participants from around the world, Tokyo Olympics could turn into a Covid-19 superspreader event and many are calling for the games to be cancelled amid safety concerns. During such volatile times, brands who advertise might face backlash for supporting the games that could be a serious threat to many lives. For the same reason, international auto brand Toyota has already pulled the plug on its Olymoc association and Coca-Cola has said that it won't be deploying any physical Olympic activations in Japan. If the number of athletes testing positive goes up, like Indian Premier League, the games might be called off. At the same time, the NBA had 48 positive cases within one week of testing before the season, but the league still went ahead. However, with the Olympics, there is a lot at stake. According to The New York Times, these are said to be the most expensive Olympics in history, and the year-long delay has only added to the budget, $15.4 billion to be precise. If the event is cancelled, IOC may have to refund around $4 billion. Despite the trepidation, brands remain unshaken. In India, we have one of the largest contingents this time with 120 athletes from 85 disciplines and brands are going all out to support them. The Indian Olympic Association (IOA) has signed Edelweiss, INOX Group and Nippon Paint as national sponsors. Amul, Raymond and JSW Group are game partners. Raymond has come onboard as the official styling partner. According to media reports, MPL Sports Foundation became the principal sponsor after signing a deal for Rs 80 million that covers the Tokyo Olympics and Asian and Commonwealth Games next year. Oakley, Mia by Tanishq, Visa India, Bharat Petroleum Corporation Limited, Puma India and sponsors JSW, Omega, BridgeStone and Rin have already launched ads to celebrate athletes representing our country at an international stage. “A big question that stresses brands sponsoring the Olympics is whether their continuance may come across as being insensitive to the havoc that Covid has caused and continues to do so,” said Lloyd Mathias, Business Strategist and former Asia-Pacific Marketing head of HP. “Many people around the world feel that the IOC’s decision to continue holding the Games is inappropriate and seems tone deaf to the reality on the ground. Brands that are associating with the Olympics must stay watchful in their communication and ensure that their brand stays empathetic to the devastating impact that the pandemic has caused, while celebrating sporting excellence. Also, supporting the Indian contingent is always a worthy cause,” added Mathias. But will they get the best bang for their buck? N. Chandramouli, CEO, TRA Research said, “There is a lot of controversy regarding the hosting of the games now. Many think it would have been appropriate to postpone the Olympics by a year, but the cascading impact on the organizers and host country would have been financially devastating to force this decision. It's being called the $20 Billion bust for Japan as the money spent on the stadia will largely go unused. Hosting the Olympics in the middle of the pandemic will leave many sponsoring brands in a quandary if they will get ROI for the money spent. When the host-country Japanese brands are pulling back from advertising, including the Olympic title sponsor, Indian brands will likely do no different. The key mantra to survive Covid as a business is to keep the marketing powder dry, so as to be able to use it at the time when it is likely to give the maximum returns. With subdued interest in the Olympics it is best brands conserve the marketing spends till consumer spends pick up.” Chandramouli said that brands should support a few players/games, in which the likelihood of India winning is high. This once-in-four-years sporting event attracts eyeballs from across the world hosting sports such as shooting, wrestling, long jump, and hockey. It brings an opportunity for Indian brands to be present on a global platform supporting Indian athletes that elicits feelings of national pride and togetherness. Albeit, low or no spectator events and a lower advertiser interest is likely to have a lower revenue for the games and casual watchers might opt-out. “Viewers have been deprived of quality live sport for much of 2020, though the last few months have been good. Also, many brands are looking at the next few months to ramp up their marketing given that the Covid second wave is behind us and hopefully the third wave will not be as severe. Also, with the festive season fast approaching this makes for a great TV property,” said Mathias. For brands that have associated with the summer games, Harish Bijoor, Founder, Harish Bijoor Consult advised to stay clear of on-ground activations. Bijoor said, “I do believe the Tokyo Olympics should have been scrapped altogether at the altar of the Pandemic. Sadly, that is not to be. My advice to brands would be to use the event as a pure digital property and avoid all on-ground activation. No brand wants to be associated with the image of a superspreader sponsor. Brands must therefore stay cautious. Yes, brands want to get viral, but Covid is not the virus to ride!” Overall, brand experts advise brands to be careful of their messaging, be more active on digital mediums to reach out to global sports fans and only associate with clear-winning games.

With rising COVID-19 cases associated with the Olympic Games, will brands get the most bang for their buck?

<ul><li>Reports of job cuts and salary cuts in Indian media have started to flow in while many other sectors have reduced hiring by as much as half.</li><li>There will be more unemployed youth on the streets in the days to come as new jobs dry up and existing ones vanish. </li><li>India needs an estimated 10 million jobs a year to employ the new youth joining the workforce annually.</li><li>The rising anxiety over livelihoods will make it difficult for Prime Minister Narendra Modi to enforce lockdown and ensure people adhere to the extension of lockdown required to contain the spread of novel coronavirus in India. </li></ul>WhatsApp groups and other social media in India are flush with messages of job losses even before the first 21 days of lockdown to contain the spread of Covid-19 coronavirus came to an end. The lockdown has been extended in many states and the Prime Minister, Narendra Modi, is expected to seek public support for an extended lockdown to ensure the epidemic doesn’t claim more lives. The excitement and cooperation seen for ‘janta curfew’ (the one-day voluntary lockdown on March 22) and on April 5 (when Modi asked people to light candles and lamps for 9 minutes at 9 PM) will be tested as people across the country get increasingly anxious about who’s next on the firing line. Watch: Psychologists explain Modi’s messaging strategy during coronavirus lockdown <div type="Youtube" id="2uSUiWwxSGY" title="Coronavirus: Indian Prime Minister Is Using A 1969 Woodstock Tradition Used By Rockstars" thumbUrl="https://i.ytimg.com/vi/2uSUiWwxSGY/mqdefault.jpg"></div> An unemployment crisis was expected but not so soon The damning impact of bringing the economy being brought to a grinding halt is no surprise but most people hoped that companies will have the wherewithal, and the empathy, to help people survive in an unprecedented situation like this. However, a majority of India's employers are unorganised and small and do not have the ability to sustain costs with little or no revenue. Unemployment in India was already high at about 7.5% to 8% even before the lockdown came into effect⁠— it has been rising steadily since mid-2017. The latest estimate for unemployment in India is a shockingly high 23%, <a href="https://www.cmie.com/kommon/bin/sr.php?kall=warticle&amp;dt=2020-04-07%2008:26:04&amp;msec=770" data-type="tilCustomLink" target="_blank">according to the Centre for Monitoring Indian Economy</a>. <table style="width: 332pt;"> </colgroup> <tbody><tr> <td class="xl65" style="height:15.0pt;width:250pt">Sector</td> <td class="xl66" style="border-left-width: initial; border-left-style: none; width: 82pt;">Hiring in March 2020</td> </tr> <tr> <td class="xl70" style="height: 16.5pt; border-top-width: initial; border-top-style: none;">Hotels, restaurants, travel, airlines etc. </td> <td class="xl68" style="border-top-width: initial; border-top-style: none; border-left-width: initial; border-left-style: none;">-56%</td> </tr> <tr> <td class="xl70" style="height: 16.5pt; border-top-width: initial; border-top-style: none;">Retail</td> <td class="xl68" style="border-top-width: initial; border-top-style: none; border-left-width: initial; border-left-style: none;">-50%</td> </tr> <tr> <td class="xl67" style="height: 15pt; border-top-width: initial; border-top-style: none;">Automobiles and ancillaries</td> <td class="xl68" style="border-top-width: initial; border-top-style: none; border-left-width: initial; border-left-style: none;">-38%</td> </tr> <tr> <td class="xl67" style="height: 15pt; border-top-width: initial; border-top-style: none;">Pharmaceuticals</td> <td class="xl68" style="border-top-width: initial; border-top-style: none; border-left-width: initial; border-left-style: none;">-26%</td> </tr> <tr> <td class="xl67" style="height: 15pt; border-top-width: initial; border-top-style: none;">Insurance</td> <td class="xl68" style="border-top-width: initial; border-top-style: none; border-left-width: initial; border-left-style: none;">-11%</td> </tr> <tr> <td class="xl67" style="height: 15pt; border-top-width: initial; border-top-style: none;">Software</td> <td class="xl68" style="border-top-width: initial; border-top-style: none; border-left-width: initial; border-left-style: none;">-9%</td> </tr> <tr> <td class="xl69" style="height: 15.75pt; border-top-width: initial; border-top-style: none;">Banking and financial services</td> <td class="xl71" style="border-top-width: initial; border-top-style: none; border-left-width: initial; border-left-style: none;">-9%</td> </tr></tbody></table>Source: naukri.com The <a href="https://indianjournalismreview.com/2020/04/13/you-need-to-stay-healthy-we-need-to-fight-another-day-as-it-sends-half-its-staff-on-leave-without-pay-raghav-bahls-quint-waives-non-compete/https://indianjournalismreview.com/2020/04/13/you-need-to-stay-healthy-we-need-to-fight-another-day-as-it-sends-half-its-staff-on-leave-without-pay-raghav-bahls-quint-waives-non-compete/" data-type="tilCustomLink" target="_blank">media sector is taking the early hit</a> as companies cut back on advertisements, choking cash flow for many smaller firms in the space. Not just news organisations, Business Insider has learnt that the CEO of Prime Focus ⁠— an Indian firm that contributed visual effects for the Hollywood blockbuster Avatar ⁠— has told the employees there will be reduction in headcount. Even for market leaders like Zee Entertainment and Sun TV, the ad revenues between Jan-March 2020 are down 28% and 20% respectively, a report from Emkay Global estimated. Many more sectors are likely to succumb to the pressure, and according to one estimate, <a href="https://www.businessinsider.in/careers/news/over-136-million-jobs-are-at-risk-due-to-corona-lockdown-here-are-the-worst-hit-sectors/articleshow/74941658.cms" data-type="tilCustomLink" target="_blank">nearly 136 million jobs are on the line</a>. Hiring by technology majors like Tata Consultancy services (TCS), Infosys, HCL Technologies, and their peers fell 9% in March, for the first time in two years, according to CLSA. WATCH: Here's How Coronavirus Has Made Infosys Cautious On Everything From New Hiring To Deals <div type="Youtube" id="pkgKNyWmm38" title="Here's How Coronavirus Has Made Infosys Cautious On Everything From New Hiring To Deals" thumbUrl="https://i.ytimg.com/vi/pkgKNyWmm38/mqdefault.jpg"></div> There will be more unemployed youth on the streets in the days to come as new jobs dry up and existing ones vanish. “We believe staffing requirement would come down drastically, leading to deferment/complete halt on any fresh hiring activity and reduction in pre-crisis contracted staff levels,” a JM Financial report said while cutting down estimates for the human resources firm Teamlease by 34% for the financial year ending March 2021. <div type="image" title="teamlease" msid="75130893" hostid="261" caption="&amp;lt;p&amp;gt;Teamlease share price&amp;lt;/p&amp;gt;"></div> A recent survey by the job search platform Indeed also said that half of the Indian businesses already trimmed the contractual workforce and freelancers to cut operational costs. On the other hand, India has to generate at least new 10 million jobs a year to engage the youth entering the workforce every year. <div type="image" title="jobs" msid="75130711" hostid="261" caption="&amp;lt;p&amp;gt;There will be more unemployed youth on the streets in the days to come as new jobs dry up and existing ones vanish.&amp;lt;/p&amp;gt;"></div> From airlines to movie production houses, from daily-wage labourers in factories to contract staff at shopping malls and quick service restaurants, the livelihoods for the bottom half of the Indian pyramid are at risk. Some of the big companies in these spaces have high employee costs and a sharp fall in revenue estimates for the year. <table style="width: 436pt;"> </colgroup> <tbody><tr> <td class="xl67" style="height:15.0pt;width:194pt">Company </td> <td class="xl73" style="border-left-width: initial; border-left-style: none; width: 79pt;">Employee cost </td> <td class="xl68" style="border-left-width: initial; border-left-style: none; width: 163pt;">Change in FY21 revenue estimate</td> </tr> <tr> <td class="xl69" style="height: 15pt; border-top-width: initial; border-top-style: none;">Aditya Birla Fashion &amp; Retail</td> <td class="xl65" style="border-top-width: initial; border-top-style: none; border-left-width: initial; border-left-style: none;">11.20%</td> <td class="xl70" style="border-top-width: initial; border-top-style: none; border-left-width: initial; border-left-style: none;">-16.40%</td> </tr> <tr> <td class="xl69" style="height: 15pt; border-top-width: initial; border-top-style: none;">Future Lifestyle</td> <td class="xl65" style="border-top-width: initial; border-top-style: none; border-left-width: initial; border-left-style: none;">5.80%</td> <td class="xl70" style="border-top-width: initial; border-top-style: none; border-left-width: initial; border-left-style: none;">-18.50%</td> </tr> <tr> <td class="xl69" style="height: 15pt; border-top-width: initial; border-top-style: none;">Shoppers Stop</td> <td class="xl65" style="border-top-width: initial; border-top-style: none; border-left-width: initial; border-left-style: none;">9.20%</td> <td class="xl70" style="border-top-width: initial; border-top-style: none; border-left-width: initial; border-left-style: none;">-23.40%</td> </tr> <tr> <td class="xl69" style="height: 15pt; border-top-width: initial; border-top-style: none;">Dmart</td> <td class="xl65" style="border-top-width: initial; border-top-style: none; border-left-width: initial; border-left-style: none;">1.80%</td> <td class="xl70" style="border-top-width: initial; border-top-style: none; border-left-width: initial; border-left-style: none;">-7.40%</td> </tr> <tr> <td class="xl69" style="height: 15pt; border-top-width: initial; border-top-style: none;">Inox Leisure</td> <td class="xl65" style="border-top-width: initial; border-top-style: none; border-left-width: initial; border-left-style: none;">6.80%</td> <td class="xl70" style="border-top-width: initial; border-top-style: none; border-left-width: initial; border-left-style: none;">-17.90%</td> </tr> <tr> <td class="xl69" style="height: 15pt; border-top-width: initial; border-top-style: none;">Jubilant Foodworks</td> <td class="xl66" style="border-top-width: initial; border-top-style: none; border-left-width: initial; border-left-style: none;">19%</td> <td class="xl70" style="border-top-width: initial; border-top-style: none; border-left-width: initial; border-left-style: none;">-18.30%</td> </tr> <tr> <td class="xl69" style="height: 15pt; border-top-width: initial; border-top-style: none;">Lemon Tree</td> <td class="xl65" style="border-top-width: initial; border-top-style: none; border-left-width: initial; border-left-style: none;">21.90%</td> <td class="xl70" style="border-top-width: initial; border-top-style: none; border-left-width: initial; border-left-style: none;">-10.80%</td> </tr> <tr> <td class="xl69" style="height: 15pt; border-top-width: initial; border-top-style: none;">PVR</td> <td class="xl65" style="border-top-width: initial; border-top-style: none; border-left-width: initial; border-left-style: none;">10.90%</td> <td class="xl70" style="border-top-width: initial; border-top-style: none; border-left-width: initial; border-left-style: none;">-22.10%</td> </tr> <tr> <td class="xl71" style="height: 15.75pt; border-top-width: initial; border-top-style: none;">Titan</td> <td class="xl74" style="border-top-width: initial; border-top-style: none; border-left-width: initial; border-left-style: none;">4.60%</td> <td class="xl72" style="border-top-width: initial; border-top-style: none; border-left-width: initial; border-left-style: none;">-23.80%</td> </tr></tbody></table>Source: Various brokerage estimates From Ratan Tata to Mukesh Ambani to Sunil Mittal to Azim Premji, many Indian billionaires have made significant contributions to the PM-CARES, a fund dedicated to combat the novel coronavirus pandemic. The Indian Prime Minister needs the support of smaller businessmen, in the form of keeping livelihoods intact and providing income visibility to their employees as well as contract staff, to ensure that a population of a billion-plus people continues to cooperate with the fight against the epidemic. SEE ALSO: <a href="https://www.businessinsider.in/careers/news/there-is-a-government-directive-against-salary-cuts-in-private-companies-but-can-they-be-stopped/articleshow/75068611.cmshttps://www.businessinsider.in/careers/news/there-is-a-government-directive-against-salary-cuts-in-private-companies-but-can-they-be-stopped/articleshow/75068611.cms" data-type="tilCustomLink" target="_blank">There is a government directive against salary cuts in private companies — but can they be stopped?</a> <a href="https://www.businessinsider.in/careers/news/these-are-the-job-listings-in-top-e-commerce-companies-posted-after-april-1/articleshow/75117512.cms" data-type="tilCustomLink" target="_blank">These are the job listings in top e-commerce companies posted after April 1</a> <a href="https://www.businessinsider.in/careers/news/here-are-the-sectors-that-can-gain-in-the-times-of-coronavirus/articleshow/75019841.cms" data-type="tilCustomLink" target="_blank">These three sectors can grow and even hire people despite Covid-19 crisis</a>

India’s looming jobs crisis is starting to unravel within the first 21 days of coronavirus lockdown

<ul><li>Brands in India are desperate to associate with budding sports stars and ready to jump onto any opportunity that helps them stay relevant.</li><li>However, when it comes to celebrating our athlete’s wins, brands often take the focus away from the champion and make it all about themselves.</li><li>The issue of brands dominating social media moments and making it about themselves isn’t new and the answer is in the question itself -- simply avoid making moments about yourself but a lot of brands don't seem to get it right. </li><li>Advertising folks tell us how to get your moment marketing right without taking away the focus from the trend.</li></ul>It is day 6 of <keyword id="395647" type="SPORT" weightage="20" keywordseo="Tokyo-Olympics">Tokyo Olympics</keyword> 2020 and the Indian contingent has bagged one silver medal in weightlifting so far. A month before the Tokyo Olympics began, from Mia to Omega, brands in India launched an array of campaigns to cheer our champions. Afterall, we have one of the largest contingents this time with 120 athletes from 85 disciplines and brands have followed suit by ensuring that they leave no stone unturned to support their athletes. The once-in-a-four-year summer tournament has attracted sponsorships from across categories. The Indian Olympic Association (IOA) has signed Edelweiss, INOX Group, Nippon Paint, Amul, Raymond, JSW Group, MPL Sports Foundation and Raymond as sponsors. Oakley, Mia by Tanishq, Visa India, Bharat Petroleum Corporation Limited, Puma India and sponsors JSW, Omega, BridgeStone and Rin have launched ads to celebrate the journeys of different athletes. After Mirabai Chanu won a silver medal at the Tokyo Olympics on Saturday, according to her management company IOS Sports &amp; Entertainment, quite a few brands rushed to get her onboard. She created history by becoming the first Indian weightlifter to win the silver medal at the Olympic Games. Chanu also became the first Indian to win an Olympic medal at the 2020 Tokyo Games in the Women's 49 kg category. As per media reports, brands across categories like nutrition, sports brands, personal care, beverage and regional brands wanted to onboard the 26-year-old weightlifter as their brand ambassador for campaigns and long-term digital associations. So far, Chanu has partnered with Adidas and Mobil oil. After another silver feather in her cap, her endorsement fee is also expected to double. Shortly after her win, she was also offered free pizza for life by Domino's and the brand garnered a lot of attention from the press and the internet for this gesture. <div type="twitter" handle="dominos_india" handlename="dominos_india" image="http://pbs.twimg.com/profile_images/1074660192883621888/XRjWNq8A_normal.jpg" favoritecount="544" retweetcount="82" status="@gitartha_k Aapne kaha, aur humne sunn liya 🙏 We never want @mirabai_chanu to wait to eat 🍕 again so we’re treatin… https://t.co/PMvPfCa9NP" createdat="1627135343000" id="1418934590950027269"></div> This reflects how brands in India are desperate to associate with budding sports stars and are ready to jump on any opportunity that helps them stay relevant. However, the situation was a little different on social media. Brands of all kinds and sizes did celebrate her win but the focus was on their products and services and not on Chanu’s feat. A few internet users called out the brands that made Chanu’s win all about themselves. <div type="twitter" handle="hoopdoge" handlename="sluggy⁷ˎˊ˗ ᴮᴱ" image="http://pbs.twimg.com/profile_images/1411314545159643138/LdQljHq3_normal.jpg" favoritecount="1" retweetcount="0" status="In other words, here’s about a bunch of brands made the occasion all about themselves 🤙 https://t.co/1QkRxDpM45" createdat="1627207615000" id="1419237720539295751"></div> <div type="twitter" handle="manishkalghatgi" handlename="Manish Kalghatgi" image="http://pbs.twimg.com/profile_images/1134699965853437952/QChverfJ_normal.jpg" favoritecount="0" retweetcount="0" status="Do any of these capture your imagination? Are the brands inserting themselves into the moment with any impact? https://t.co/Vz7SXEvrq3" createdat="1627207149000" id="1419235766954123272"></div> <div type="twitter" handle="narayananh" handlename="Narayanan Hariharan" image="http://pbs.twimg.com/profile_images/755719421860065281/a6WLbNYx_normal.jpg" favoritecount="8" retweetcount="1" status="Did they really celebrate #MirabaiChanu's victory? Doesn't appear so.It was all about their respective brands. https://t.co/HWzyti1v0D" createdat="1627206944000" id="1419234908057194496"></div> <div type="twitter" handle="aniketchitnawis" handlename="Aniket" image="http://pbs.twimg.com/profile_images/1253988807331901445/Dx-Hh7Yf_normal.jpg" favoritecount="67" retweetcount="11" status="aka they totally made it about themselves https://t.co/w0ZjrBNXCw" createdat="1627204097000" id="1419222966215213061"></div> Comedian Varun Nair also uploaded an Instagram Reel showcasing how some brands leveraged Mirabai Chanu's win with poor moment-marketing skills. His caption read, “It seems that Athlete ka achievement celebrate karna aur khudka dhandha should go hand in hand.” <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> Albeit, there were a few brands like Dunzo and Amul, who have mastered the art of moment marketing, that kept champion Chanu’s victory first and gained a lot of appreciation from their consumers. <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> When it comes to moment marketing, the most important factor is time. It is crucial for brands to churn out their creative before the trend dies. However, in order to meet deadlines and be a part of a trend, if they somehow forget to include the subject of the trend, they might as well stay mum. When it comes to Indian Premier League, the focus in brand campaigns and social media creatives is on Virat Kohli’s sixers or Mumbai Indian’s win. So, why are we not following the same rules for Tokyo Olympics? Advertising folks shared their thoughts on how to find the right balance between being a part of a social media moment and not making it all about yourself. Here’s what they had to say: <cmsannotation type="cmsannotation" annotationid="Suveer Bajaj, Co-founder of Zoo Media &amp; FoxyMoron:" text="Suveer Bajaj, Co-founder of Zoo Media &amp; FoxyMoron:">Suveer Bajaj, Co-founder of Zoo Media &amp; FoxyMoron:</cmsannotation> It is great to see that brands are recognizing and appreciating sports beyond cricket. However, the focus needs to be on celebrating the athlete and the sport in question, as opposed to exploring yet another window of opportunity for product placement. Integrating a product into generic occasions such as Mother’s Day or Diwali is expected since the objective is to showcase how a particular brand of sweet or confectionery item can further uplift personal celebration. But in the case of special and specific events such as the Olympics, the larger narrative leans towards commemorating a shared national success, bringing the country together. Brands who are looking to capitalize on these fluid moments, are aiming to be a part of a trending conversation in the country. In addition to solidifying their support for the athletes, they want to gain visibility, build relevance with the audience, and create top of mind recall for themselves. It is a mark of upstanding creativity on the part of the brand when they can seamlessly integrate themselves into these conversations. Certain brands like <a href="https://www.instagram.com/p/CRtRwQ9J9iN/" target="_blank">OBL Tiles</a> and <a href="https://www.instagram.com/p/CRt0ADFisa-/" target="_blank">Real Juices</a> have paid homage to Mirabai Chanu in an admirable way, by leveraging moment marketing smartly instead of simply looking at ways to superimpose the product in the post. Collectively, brands and creative agencies need to focus on celebrating the spirit of India and what it means for us as a country as opposed to the brand. When the association is slightly more refined and thoughtful, it will resonate with the audience and build engagement. In India, cricket is a religion. Thus automatically, the awareness about the sport, and its subsequent reach and engagement is very high. When brands associate themselves with Cricket and its players, they are hoping to piggy-back not only on the credibility of the players but also on the prestige that the sport enjoys in our country. While other sports such as weightlifting, badminton, archery are gaining momentum and popularity, it is still a far cry from Cricket. Thus, if brands want to adopt this narrative, they will have to create heroes in order to do so. For Olympic sports, the objective then transforms to uplifting the athletes and the sport. <cmsannotation type="cmsannotation" annotationid="Dentsu Webchutney's P.G Aditya, Pragya Sarin, Stuti Sudha, Benedict Gershom and Kushal Lalvani:" text="Dentsu Webchutney's P.G Aditya, Pragya Sarin, Stuti Sudha, Benedict Gershom and Kushal Lalvani:">Dentsu Webchutney's P.G Aditya, Pragya Sarin, Stuti Sudha, Benedict Gershom and Kushal Lalvani:</cmsannotation> The issue of ‘brands making moments about themselves’ isn’t new. In fact, when done tastefully and consistently, it’s even become part of culture (looking at you, Amul!). But it’s not scaled well on the internet. In the early 2010s, commenting on real-time events was novel, so even doing the bare minimum felt enough as long as you were capturing the moment. But latching onto trends, just to catch that inevitable spike in engagement, is still one of the most common false positives which brands that don’t have social/digital as a focus area tend to fall for. So, how do you not make it about yourself? By not making it about yourself. Simple. When you don’t use the athlete to talk about your brand, and instead, use the power and reach of your brand to hype the athlete/sport, the creative opportunities are endless: maybe change your DP to the athlete’s for a day, slide into their DM and congratulate them personally, or even more, remove the ‘end’ from the ‘trend’ and help sustain the conversation by supporting the sport altogether. One brand that’s led by example for this is OYO (their print ad that syncs your calendar to the games is only the latest in a series of campaigns where they’ve prioritized being a fan, before being a brand). But if you’re thinking “I’m not a sports brand. What legitimate value does endorsing/supporting a sport or an athlete add to my brand?”, there’s nothing criminal about that line of thinking too. Just don’t do the bare minimum creatively and congratulate yourself over false positives. <cmsannotation type="cmsannotation" annotationid="Rajeesh Rajagopalan, National Business Head- Grapes Digital:" text="Rajeesh Rajagopalan, National Business Head- Grapes Digital:">Rajeesh Rajagopalan, National Business Head- Grapes Digital: </cmsannotation> Some of the ads are interesting, and some seem to be riding the wave. When brands do moment marketing, the intent is to celebrate these athletes. Some of the brands get this right, but some got lost in the crowd. The key to any moment marketing campaign, be it sports or some other topic- is weaving a story with the brand values and not being in your face or doing a sales push. The brand that has been acting moment marketing is Amul, way before social media even existed. When we talk about an IPL team or a player from the cricket team acknowledged, we get to know a lot about the player, their personalities, their image, which becomes easier to draw a reference from their personality and weave it into a moment marketing post. Imagine doing that with an athlete about whom brands know nothing? The struggle in front of brands remains in what form the personality must represent in their brand value. So, most brands end up doing generic posts, which merely look like it is all about them and not about the athlete. I think brands need to do a lot more homework when they congratulate an athlete. Otherwise, a simple congratulations post would look better. <cmsannotation type="cmsannotation" annotationid="Akshara Vasavda, Creative Lead, Schbang:" text="Akshara Vasavda, Creative Lead, Schbang:">Akshara Vasavda, Creative Lead, Schbang:</cmsannotation> This is the lowest hanging fruit and a pick your battles situation. Brands do topicals for every single thing, and Olympics as a whole are considered moment marketing - whatever happens within Olympics, especially with Indian players, becomes a moment to capitalise. ‘Capitalise’ is the operating word. Very few brands actually manage to come up with something creative, seamless, and impactful enough to actually mean something when it comes to ‘topicals’. Just scroll past it, unless you see something that strikes you visually or creatively. As far as I know, IPL is treated the same way, except there’s way more audience awareness so there’s more opportunity to do layered communication and bank on the audience to ‘get it’. That’s just my personal understanding! <div type="Article" hostid="261" msid="84678943" title="With rising COVID-19 cases associated with the Olympic Games, will brands get the most bang for their buck?" mstype="2" mssubtype="0"></div>

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