Best printers for Home

Best Mixer Grinder

Best wired Earphones

Best 43 Inch TV in India

Best Wi Fi Routers

Best Home Theatre in India

Smart Watch under 5000

Best Laptops for Education

Best Laptop for Students

<ul><li><keyword id="644257" type="General" weightage="20" keywordseo="manish-vyas" source="Orion">Manish Vyas</keyword>, Business Head of <keyword id="12286853" type="General" weightage="20" keywordseo="Yardley-india" source="Orion">Yardley India</keyword> speaks to us about the launch of the brand's new campaign and idea behind onboarding <keyword id="210696" type="General" weightage="20" keywordseo="kriti-sanon" source="Orion">Kriti Sanon</keyword> as its brand ambassador.</li><li>He also gives us an overview of the brand’s journey and future plans.</li></ul>Yardley is one of the world’s oldest living brands in the personal care category. It was founded in 1770 in the UK and India is one of the most important countries for the brand. On a larger level, India is not just a growing market for deodorant brands from a consumption point-of-view but also a leading exporter of raw materials for fine fragrances. According to the Ministry<a href="https://msme.gov.in/fragrance-flavour-industry-india"> of MSME,</a> the global fragrance and flavour industry is worth $24.10 billion and India contributes approximately $500 million to the total pie. The use of deodorants and fragrances in India have been seeing a steady rise in the last few years. The growth rate in India has been ~11% in the last few years but is projected to grow exponentially in the upcoming years due to rising personal care, brand awareness, increasing disposable income, growing demand among Tier II and III demographics and affordable prices of fragrances. To cast a wider net in the country, Yardley recently announced the launch of their new campaign ‘Nature Like Freshness,’ with Kriti Sanon as the new face of the brand. We speak to Manish Vyas, Business Head of Yardley India about the launch of the brand's new campaign, thought behind onboarding Kriti Sanon as its brand ambassador and larger goals ahead. Q. Can you tell us how Yardley's journey has been in India? Yardley is a very revered English brand with a legacy of 250 years and known for its craftsmanship in fine fragrances across the globe. Yardley in India, through its wide array of offerings across personal care and fragrances comprising deodorants, daily wear perfumes, compact perfumes, eau de toilette and eau de parfum, has been admired and is amongst the top 3 players in the female fragrance category. In the last three years, in spite of difficult market conditions, the brand has witnessed strong and steady growth. Q. You recently roped in Kriti Sanon as your brand ambassador. What inspired you to onboard her? The brand stands for modern, confident and independent women who always want to ‘step up’ in life. Kriti is a talented actress who has made a place for herself in Bollywood and has done a mix of glamorous and meaningful movies. We felt that she therefore fits the bill and her appeal will help take the brand message to millions of her followers. Q. What is your objective behind the relaunch and getting Kriti as your brand's face? How do you want to position yourself in the market now with a new brand ambassador and new outlook? Yardley fragrances have always been inspired by nature and its fragrance is derived from exotic flowers from the gardens of England. In the relaunch, we want to highlight the unique benefit of nature’s freshness. Nature like Freshness is about offering consumers unique exotic floral fragrances that will uplift their mood and transport them into the lap of nature. We have reworked all our deodorant sprays, and they are now made of 90% naturally derived ingredients that ensure it delivers on its proposition. The association with Kriti will help us take this new brand appeal to many new young consumers. Q. How would you say Yardley's marketing strategy has evolved over the years? Yardley already has a strong latent brand equity in India. The brand has been used through its traditional offerings across generations. The attempt in the last few years is to extend the appeal to young consumers and appeal to them through contemporary product offerings. Amongst various steps in the direction we have launched many new formats like compact perfumes, daily wear perfumes, shower gels etc. Our “step up with Yardley” campaign in the last few years has helped us in this agenda. In the new campaign, we are focusing on the natural offering of the brand basis the fact that in most of its categories, the products are over 90% naturally derived. We have used celebrities like Katrina Kaif in the past – and we are glad to have Kriti Sanon as the latest face of the brand. Q. What would be your larger marketing strategy as you move forward? Moving forward, marketing efforts would be towards recruiting young users for Yardley across categories by having product offering and communication that is relevant and unique Q. What would be some of your focus areas for H2 2021? With a large part of urban India vaccinated and with out-of-home mobility overall coming back to pre-covid levels in most parts of the country, we expect the demand to bounce back for the discretionary categories. We plan to focus on riding with these tailwinds and grow our shares with our new fragrance portfolio. We believe that the campaign with Kriti will help us do that and will also help overall brand run rates. Q. What are your expectations from the festive season this time? How are you planning on leveraging the uptick in consumer sentiment this year? With the tough part of pandemic behind us, we expect consumers to indulge in revenge shopping. We are already seeing the uptick in the pent-up demand being converted into business. We expect the same to continue for the next two quarters. The category will overall see an increase in spends by all players and this will further help the category grow much faster. We believe that with the appeal of our new portfolio will help us get new users for the brand Q. Considering the relaunch, how have you increased your marketing spends? Even during the pandemic we have been investing in marketing with specific needs in regional markets. Now we plan to increase our spends and bring back investments across the country. Q. What is your larger vision for the brand? We intend to be the leader in women’s fragrance category with offerings across price points and formats. We are planning to enter some sub-segments which are significant and growing.

With Kriti Sanon as its new brand ambassador, Yardley India aims to grow its market share in women’s fragrance category and be its leader

<ul><li><keyword id="66976" type="General" weightage="100" keywordseo="yardley" source="Orion">Yardley</keyword> has roped in Bollywood actor <keyword id="210696" type="General" weightage="80" keywordseo="kriti-sanon" source="Orion">Kriti Sanon</keyword> as its brand ambassador.</li><li>Its latest campaign is conceptualised by <keyword id="615165" type="General" weightage="20" keywordseo="contract-advertising" source="Orion">Contract Advertising</keyword>. </li></ul>Yardley has roped in Bollywood actor Kriti Sanon as its brand ambassador for its new campaign conceptualised by Contract Advertising, a part of the <keyword id="12286854" type="General" weightage="20" keywordseo="Wunderman-Thompson-Group" source="Orion">Wunderman Thompson Group</keyword> and member of the WPP network. Featuring in the television commercial (TVC) about the concept of nature like freshness, Kriti is seen as a confident and independent young woman, stepping up to take on the world. The TVC has launched across multiple channels across regions, including digital. An extensive print campaign has been planned along with prominent presence across general trade, modern trade and ecommerce sites generating 360-degree visibility for the new campaign. Yardley, with 250 years of legacy in fine fragrances, has continually evolved to remain true and relevant across generations. It believes in inspiring women to showcase their true potential and step up to the best version of themselves. <div type="Youtube" id="BMQWTKkxZB4" title="Yardley's nature like freshness" thumbUrl="https://i.ytimg.com/vi/BMQWTKkxZB4/mqdefault.jpg"></div> Recognized today as a self-assured young star, Kriti Sanon is a woman with a powerful voice, striving to create a difference. Speaking on her association with the brand, Kriti Sanon, says, “Nature has its own way to light you up. Imagine if this feeling lingers all day long! That’s how soothing and refreshing Yardley is. I am really excited to jump into the floral world of Yardley London.” Manish Vyas, Business Head of <keyword id="12286853" type="General" weightage="20" keywordseo="yardley-india" source="Orion">Yardley India</keyword>, reveals the strategic approach behind this new campaign, “The brand takes pride in using the finest natural ingredients and exotic flowers from gardens of England across its portfolio. Keeping this in mind, we came up with the campaign thought of ‘nature like freshness’, highlighting what goes into Yardley fragrances that makes them distinct and desirable. As a part of relaunch, Yardley deodorants are now made of 90% naturally derived* ingredients and we are introducing 2 new fusion variants – Scottish Meadows and Spring Blossom. To bring this campaign alive, we partnered with Kriti Sanon, who epitomizes authenticity and is a true inspiration for the woman of today.” Ayan Chakraborty, General Manager, Contract Mumbai, shares the inspiration behind the commercial, “There is something magical about fresh flowers and their smell. They have a transformative effect on both mood &amp; confidence. This is what we played up in the narrative since Yardley deodorants have natural floral fragrance that makes you feel fresh and confident.” Rahul Ghosh, Executive Creative Director, Contract Mumbai, explains the approach and the creative thinking behind the ad, "Yardley is a legacy brand and its legacy is fragrance and flowers, and the positioning of Yardley in India is about creating step-up moments for its target audience. The story beautifully brings together how the fragrance of Yardley transforms and creates the world of flowers and creates a step-up moment for our protagonist." Campaign credits: Client: Manish Vyas: Business Head, Yardley India Agency: Raji Ramaswamy: CEO Rohit Srivastava: CSO Sagar Mahabaleshwarkar: CCO Ayan Chakraborty: EVP &amp; GM, Mumbai Rahul Ghosh: ECD &amp; SVP, Mumbai Monami Karmakar: VP, Planning Sagar Chhabria: Senior Creative Director Sabina Singh: SVP, Account Management Sharanmoyee Sen: Account Director Daxsh Kaicker: Senior Account Executive Director: Sohini Dasgupta, Big Momma Productions

Yardley launches a new campaign with brand ambassador Kriti Sanon

<ul><li><keyword id="6391475" type="General" weightage="80" keywordseo="coca-cola" source="Orion">Coca-Cola</keyword> has launched its zero calorie variant <keyword id="3487476" type="General" weightage="80" keywordseo="coca-cola-zero-sugar" source="Orion">Coca-Cola Zero Sugar</keyword> with a new look in India.</li><li>The brand has roped in <keyword id="210696" type="General" weightage="20" keywordseo="Kriti-Sanon" source="Orion">Kriti Sanon</keyword> and launched a new campaign called ‘#BestCokeEver?’ to push people to sample the new product.</li></ul>Coca-Cola has launched its new variant <keyword id="2525226" type="General" weightage="80" keywordseo="coca-cola-zero" source="Orion">Coca-Cola Zero</keyword> Sugar with a new look in India. In a bid to encourage trial of the product that claims to have zero calories, the brand has launched a campaign with Kriti <keyword id="283124" type="General" weightage="100" keywordseo="sanon" source="Orion">Sanon</keyword>. <div type="Youtube" id="Sr39vSO77Yc" title="Kya Ye Best Coke Hai? New Coke Zero Sugar!" thumbUrl="https://i.ytimg.com/vi/Sr39vSO77Yc/mqdefault.jpg"></div> The brand has launched its ‘#BestCokeEver?’ marketing campaign with Sanon who will be seen promoting and enjoying the new Coca-Cola Zero Sugar, while piquing consumer interest, urging them to #TryItFirst. Kriti Sanon brings in her own exuberance and freshness to the brand campaign as she perfectly resonates with young consumers. The integrated marketing campaign aims at driving trial and sparking conversations around the new Coca-Cola Zero Sugar. It goes live across television, digital, outdoor, social media and retail. Commenting on the launch in India, <keyword id="13282371" type="General" weightage="20" keywordseo="Shrey-Vig" source="Orion">Shrey Vig</keyword>, Brand Manager, Coca-Cola Zero Sugar, Coca-Cola India and South-West Asia, said “At Coca-Cola, we strive to provide choices to consumers across the portfolio and as part of that we are excited to launch our latest offering – new Coca-Cola Zero Sugar, which allows consumers to enjoy the great taste of Coca-Cola with zero calories. It’s been launched Globally and we’re getting great response from around the world, so we’re thrilled to introduce it in India. Will consumers like it as the Best Coke Ever? Well, they’ll have to try it first, to find out.” The launch in India builds on the success and popularity of Coca-Cola Zero Sugar across North America, LATAM, UK, Turkey, ASEAN regions and more than 120 markets around the world. Coca-Cola Zero Sugar is available on store shelves nationwide, in packs of 300ml cans and 250ml PET bottles.

Coca-Cola launches a campaign for Coca-Cola Zero Sugar featuring Kriti Sanon to drive trial and spark conversations around the new product

<ul><li><keyword id="6354742" type="COMPANY" weightage="20" keywordseo="Flipkart">Flipkart</keyword> has made a strategic investment in USPL – the fashion house which has brands like <keyword id="6354486" type="UNKNOWN" weightage="20" keywordseo="virat-kohli">Virat Kohli</keyword>'s Wrogn and <keyword id="210696" type="PERSON" weightage="20" keywordseo="Kriti-Sanon">Kriti Sanon</keyword>'s Ms Taken.</li><li>Founded in 2012 by Anjana Reddy, USPL has over 750 offline retail outlets in 100 cities across India.</li><li>The latest investment comes after Flipkart had earlier bought stakes in Aditya Birla Fashion Retail and Arvind Fashions.</li></ul>Indian e-commerce giant Flipkart has made a strategic investment in USPL – the fashion house which has brands like Virat Kohli's Wrogn and Kriti Sanon's Ms Taken. The series F funding round for USPL will see Flipkart help strengthen the online strategy of the company. “This investment will help USPL and the Flipkart Group find deeper synergies as we continue on our commitment to grow an ecosystem of partnerships that deliver value for consumers and brands,” said Kalyan Krishnamurthy, CEO, Flipkart Group. Founded in 2012 by Anjana Reddy, USPL has over 750 offline retail outlets in 100 cities across India. “Post pandemic recovery has been great for us and we are at 80% of pre-COVID sales. During the time when the world is moving towards omni-channel retailing, we can significantly strengthen our online strategy by working with Flipkart and Myntra, the two prominent players in the Indian online fashion space,” said Reddy in a statement. Flipkart’s rapid investment strategy Meanwhile, at Flipkart, the e-commerce giant has been strengthening its position in the fashion e-retail space by investing in major companies. Here are the investments made by Flipkart recently <table style="border-width: initial; border-style: none; width: 468pt; table-layout: fixed;"></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;">Company </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;">Investment by Flipkart </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;">Aditya Birla Fashion Retail Limited </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;">₹1,500 crore </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;">Arvind Fashions </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;">₹260 crore </td></tr></tbody></table> Flipkart had also recently <a href="https://www.businessinsider.in/business/ecommerce/news/flipkart-acquires-gaming-startup-mech-mocha-as-it-looks-to-tap-the-social-gaming-space-for-more-consumers/articleshow/79014466.cms">acquired social gaming platform MechMocha</a> to boost its gaming strategy and bring about new customer additions. SEE ALSO: <a href="https://www.businessinsider.in/business/startups/news/mitron-tv-secures-its-third-funding-since-its-launch-six-months-ago-as-it-builds-on-its-atmanirbhar-strategy/articleshow/79056915.cms">Mitron TV secures its third funding since its launch six months ago as it builds on its Atmanirbhar strategy</a>

Flipkart makes its third fashion investment in five months — bets on USPL that houses brands like Virat Kohli's Wrogn and Kriti Sanon's Ms Taken

<ul><li>This case study decodes how <keyword id="3703971" type="PERSON" weightage="20" keywordseo="TheSmallBigIdea">TheSmallBigIdea</keyword>, social media and digital agency, built around awareness around surrogacy and engagement campaign for Mimi.</li><li>The agency adopted a 360-degree marketing approach for the movie, leveraging Kriti Sanon and Pankaj Tripathi’s fan base.</li><li>The movie was released four days before the due date, which took the audience by surprise and generated organic chatter on social media.</li></ul>Lauded as a laughter-riot, Mimi revolves around the subject of surrogacy and taboos surrounding the topic and so does its marketing strategy with Kriti Sanon in the lead. Adapted from the acclaimed Marathi film ‘Mala Aai Vhhaychy!’ by Samruoddhi Porey, Mimi is directed by Laxman Utekar and produced by Dinesh Vijan. It is also released on Jio Cinemas and Netflix. The film seamlessly oscillates between drama and comedy with Kriti Sanon in the titular role, Pankaj Tripathi, Supriya Pathak, amongst others. As Mimi navigates through the uncertain path of motherhood through surrogacy in the film, let us take a deeper look into its marketing strategy ideated and executed by social media and digital marketing agency, TheSmallBigIdea. Even before the release of assets, there was a lot of speculation around what genre the movie belonged to. Therefore to build curiosity, the overarching theme of the campaign leading to the movie was #NothingLikeWhatYoureExpecting. Building Curiosity: Announcement Poster The marketing of the film started with an announcement motion poster that was launched on July 08, 2021. Attempting to establish the movie theme as ‘something unexpected and extraordinary’, the movie was announced with a question mark hiding Kriti Sanon’s baby bump to keep the audience intrigued. This was followed by 5 more posters in the next 4 days which highlighted every aspect and extended the desired communication, for e.g. the poster established how Mimi is a happy film that will make you cry and due to an unexpected offer, her life will change forever. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> Trailer launch: The trailer was launched digitally, which received an amazing response from the critics and garnered 24 million views within 24 hours across the platforms. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> Post-trailer content: Live Interaction: Kriti Sanon and Pankaj Tripathi Post the launch of the trailer, Kriti Sanon and Pankaj Tripathi went live on Instagram, which was further joined by Sai Tamhankar to discuss their experience of working in the movie and the love they received after giving a glimpse of Mimi to the world. <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> Later, TheSmallBigIdea initiated a challenge for the users to recreate the best dialogues from the trailer by using #MimiDialogues. Behind-The-Scenes And Engagement To showcase the transformation of Mimi along with the crazy family, the star cast shared behind-the-scenes of crucial moments from the film and its making. The team released a video that captured the transformation of Kriti to Mimi and reflected her special journey in this movie. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> In a bid to tickle the funny bones while leveraging the eminent expressions of Pankaj Tripathi, the makers also released ‘Bhanu Reactions’ from the movie. Few promo dialogues and Bhanu’s expressions grabbed attention after the trailer release and therefore the team built content and leveraged topical formats too. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> Song releases: Leveraging the popularity of song releases and contests that follow, Mimi’s marketing strategy involved song challenges for audience engagement and mass reach. Composed by A.R Rahman, the movie has released song numbers such as Param Sundari, Rihaayi De, and more which were weaved in the social media communication. ParamSundari ParamSundari was the first and the most important song composed by AR Rahman and sung by Shreya Ghoshal, which was enough to attract the audience. It was a catchy number so the team first teased the audience by uploading the teaser a day prior. After the release, AR Rahman went live with Mimi’s lead cast and TheSmallBigIdea initiated a #ParamSundariChallenge for which Kriti Sanon demonstrated the hook step to the audience and challenged them to dance with her on this number. The best performers were also featured on the makers’ and actors’ Instagram pages. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> #ParamSundariChallenge took over and was caught on, not only by the users but also by social media influencers. Audiences tried to showcase their talent in their own ways. Not just the dancers but many make-up artists jumped on the bandwagon and presented other artistic videos using the upbeats of this song. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> Rihaayi De: Dance and song covers are quite prevalent and liked by music enthusiasts. With ‘Rihaayi De’ song release, Mimi urged people to hit the right notes with the cover versions of this song. The team encouraged the audience to make #RihaayiDe covers in their own versions. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> Movie Release: The date announced for the movie release was 30th July but riding on the proposition of the movie i.e- Nothing Like What You’re Expecting, we released the movie 4 days prior, i.e-26th July, taking the audience by surprise that successfully garnered the desired attention. The sudden release was also backed up by saying that it was Kriti Sanon’s (Mimi’s) birthday on 27th, hence the audience and Mimi, both were to receive a gift from the team, which was the early release of the movie. Her birthday was celebrated in the presence of the media, where the team not only watched but also released the movie. To announce the same, Kriti went live with Pankaj Tripathi, Laxman Utekar and Dinesh Vijan. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> Post-Release: Audience started sharing positive and emotional reviews along with sharing Instagram stories of watching Mimi on their Television sets with their Family. To amplify the audience’s mood and involvement with the movie, new campaign hashtag was adopted #WatchMimiWithFamily. Song Releases Continue: Rest of the songs, Yaane-Yaane, Hututu and Phuljhadiyon, were released after the movie launch. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> BTS Videos: The agency had specific BTS videos based on Mimi’s lead characters, the bond that the family shared off screen and how working with kids had impacted the sets and people working there. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> Content Marketing: To keep the buzz alive, Mimi roped in influencers such as Ashish Chanchlani, amongst others for outreach and engagement. This involved leveraging relatable and humorous moments from the movie, acting challenges, interacting with the stars, and highlighting surrogacy as the subject. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> It was further promoted through a brand partnership with Mammy Poko Pants. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> With a minimalistic approach, Mimi leveraged the latest social media tools and features to reach out to more viewers. Results <keyword id="11799399" type="UNKNOWN" weightage="20" keywordseo="param-sundari-challenge">Param Sundari Challenge</keyword> <ul><li>140K reels generated on Instagram alone.</li><li>Param Sundari Dance Challenge on YouTube received around 5 Million+ Views.</li><li>Overall, the Param Sundari Challenge received around 150K entries across platforms and those entries received approx. 150 Million+ views across platforms.</li><li>Assets for the Param Sundari Challenge posted on the page, by the talent, Sony Music, Jio Cinema and Jio Studios garnered approx. 5 Million views and received impression of approx. 15 Million users.</li></ul>Rihaayi De We received around 600 video entries from the audience, which garnered around 10K views in total including the videos made with original music and videos made by individual users as cover for the song. Facebook The movie campaign on Facebook registered 3.5 Million Minutes worth of views for video content on Maddock Film's page alone. The page's record stood at 39K Minutes in the months prior to the beginning of the movie campaign. The videos in the campaign received 160K in engagement metrics on Facebook which was a rise of 7000% in raw engagement. Through the 28 days campaign period, the campaign's content reached 17.7 Million users which was a 8900% increase than previous months and the page gained 11.8 K followers which was a 78787% increase than before the campaign begun. Instagram On Instagram, the campaign on Maddock's page alone saw 3.9 Million in total impressions and an average of 100K in reach per day through 28 days period. The page gained 1.8K followers during the run of the campaign. Twitter On Twitter, the campaign received 1.87 Million unique impressions, profile visits increased by 450% to 35.6K and the page gained 17.3K new followers within the 28 days campaign period. "Maddock always puts faith in out of the box stories, and in the end, marketing is also about storytelling. We are proud that our inventive marketing approach contributed to make Mimi the success that is,” said Dinesh Vijan. “Movies like Mimi are a marketer’s delight. You get to build stories around cinema which needs no pretense or smoke and mirrors. The team had a great time playing with the humor on one hand and something as intense as surrogacy on the other. We created some fun content with the talented cast, which was an instant hit with the audience. All in all, it’s an honest film with a fun marketing narrative,” said Harikrishnan Pillai, CEO and co-founder, TheSmallBigIdea.

Case study: How Mimi increased excitement around its trailer launch and garnered 24 million views within 24 hours

<ul><li>Lay's has launched a new digital campaign to promote its thinnest range of chips - <keyword id="12975864" type="General" weightage="20" keywordseo="lays-wafer-style" source="Orion">Lay’s Wafer Style</keyword>.</li><li>The campaign has been kick-started by brand ambassador <keyword id="6354526" type="General" weightage="20" keywordseo="alia-bhatt" source="Orion">Alia Bhatt</keyword>, and Bollywood actor, <keyword id="1516700" type="General" weightage="20" keywordseo="siddhant-chaturvedi" source="Orion">Siddhant Chaturvedi</keyword>.</li><li>Popular celebrities and prominent creative stars such as Shehnaaz Gill, <keyword id="83395" type="General" weightage="20" keywordseo="hina-khan" source="Orion">Hina Khan</keyword>, <keyword id="3183113" type="General" weightage="20" keywordseo="nupur-sanon" source="Orion">Nupur Sanon</keyword>, Siddharth Nigam, Avneet Kaur, <keyword id="930159" type="General" weightage="20" keywordseo="raghav-juyal" source="Orion">Raghav Juyal</keyword>, Anushka Sen, Gauhar Khan, and Jasmin Bhasin will also be joining the campaign.</li></ul>Lay’s, has launched a digital campaign for its recently introduced thinnest range of chips - Lay’s Wafer Style. Titled ‘#TheThinPossibleChip’, the campaign encourages fans to try fun and quirky magic tricks using the Lay’s Wafer Style – a chip so thin and paper-like, that it disappears. Kick-started by brand ambassador Alia Bhatt, and Bollywood actor, Siddhant Chaturvedi, the actors enthrall the audience as they perform magic tricks using the flat-cut and paper thin, Lay’s Wafer Style. In the video, Alia can be seen holding the thin chip in her hand and making it magically disappear as she clicks her fingers. Towards the end, she throws #TheThinPossibleChip challenge to her fans and asks them if they can make the Lay’s Wafer Style chip disappear. Taking a cue from Alia, popular celebrities and prominent creative stars such as Shehnaaz Gill, Hina Khan, Nupur Sanon, Siddharth Nigam, Avneet Kaur, Raghav Juyal, Anushka Sen, Gauhar Khan, and Jasmin Bhasin will be joining the campaign and captivate their fans with magic tricks done with the #PaperThinWaferThin Lay’s Wafer Style chips. Sharing her thoughts, Shailja Joshi, Director – Marketing, Potato Chips Category, PepsiCo India remarked, “Lay’s Wafer Style is the thinnest chip from the house of Lay’s and we’ve received an overwhelming consumer response that has further encouraged to drive the messaging of the thin and light chip with #TheThinPossibleChip campaign. The digital campaign brings alive the unique attributes, especially the thinness of the chip in a fun and playful manner with celebrities and content creators performing illusions and making the Paper Thin, Wafer Thin chip disappear. With this campaign, we hope the magic of Lay’s Wafer Style continues to win hearts of many consumers across the country”. To spread the magic, Lay’s is also engaging with influencers by sending them one-of-a-kind Lay’s Wafer Style hamper which includes a stylish T-shirt and Lay’s Wafer Style packs in three special flavours - Salt &amp; Pepper, Tangy Treat &amp; Sundried Chilli. The influencers will take the audience on a magical journey as they highlight the paper-like thinness of the Lay’s Wafer Style chips through entertaining illusions and tricks. With influencers and fans ecstatically becoming a part of the campaign and trying out the magic tricks, the enjoyable campaign is being widely shared, liked and commented on internet.

Lay’s launches a digital campaign featuring Alia Bhatt and Siddhant Chaturvedi for its thinnest range of chips

<ul><li>The <keyword id="8730685" type="UNKNOWN" weightage="20" keywordseo="Duff-Phelps-celebrity-brand-valuation-report">Duff &amp; Phelps’ celebrity brand valuation report</keyword> reveals the new faces that bagged the most number of brand endorsements in 2019. </li><li>The list includes national award winner <keyword id="2618061" type="PERSON" weightage="20" keywordseo="Vicky-Kaushal">Vicky Kaushal</keyword> and recent entrants like Tara Sutaria, who is the celebrity brand ambassador of the global makeup brand <keyword id="2140856" type="PERSON" weightage="20" keywordseo="Bobbi-Brown-Cosmetics">Bobbi Brown Cosmetics</keyword> and <keyword id="3273962" type="PERSON" weightage="20" keywordseo="Janhvi-Kapoor">Janhvi Kapoor</keyword> — signed by Reliance Retail. </li><li> <keyword id="6354535" type="PERSON" weightage="20" keywordseo="ayushmann-khurrana">Ayushmann Khurrana</keyword>, Kartik Aaryan and Tiger Shroff featured in more than 10 endorsements last year. </li><li>The shift in focus from established celebrities to new faces across the advertising and media industry over the past year explains the theme “New is Gold”.</li></ul>The world of <keyword id="145279" type="PERSON" weightage="20" keywordseo="Celebrity-endorsements">celebrity endorsements</keyword> in ringing in the new and how. Ayushmann Khurrana, <keyword id="2214479" type="PERSON" weightage="20" keywordseo="Karthik-Aaryan">Karthik Aaryan</keyword> and Vicky Kaushal - won over 10 brand endorsement deals each, last year. Other new-age actors like debutante Tara Sutaria and Jahnavi Kapoor also bagged more endorsements than movies in 2019. The actor who took the cake however was Ayushmann Khurrana who not only made it to number 10 on the list by <a href="https://www.duffandphelps.in/-/media/assets/pdfs/publications/valuation/celebrity-brand-valuation-report-2019.ashx">Duff &amp; Phelps’ celebrity brand valuation report</a>, also endorses a whopping 17 brands. With three hits last year with movies that are based on offbeat stories and smaller budgets — he is called Bollywood's Mr Return on Investment. Looks like brands are rushing in to invest him in too. <table style="border-width: initial; border-style: none; width: 468pt; table-layout: fixed;"></colgroup></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;">Celebrity </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;">Movies </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;">Endorsements </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;">Ayushmann Khurrana </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;">2 </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;">17 </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;">Kartik Aryan </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;">2 </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;">16 </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;">Tiger Shroff </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;">2 </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;">16 </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;">Disha Patani </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;">1 </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;">15 </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;">Kriti Sanon </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;">3 </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;">14 </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;">Rajkummar Rao </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;">3 </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;">13 </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;">Taapsee Pannu </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;">4 </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;">11 </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;">Vicky Kaushal </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;">1 </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;">10 </td></tr></tbody></table> “This year we saw the new generation celebrities make it to the top 20. Apart from the celebrities who were featured in last year’s study, this year, we have Ayushmann Khurrana (rank 10), Tiger Shroff (rank 17) and Rohit Sharma (rank 20) with a cumulative brand value of $87.5 million,” said Aviral Jain, managing director of Duff &amp; Phelps. A few new age celebrities like Tara Sutaria bagged global deals. The actress who is two films old is now the brand ambassador of the global makeup brand Bobbi Brown Cosmetics. Janhvi Kapoor however is now a part of India’s top company — Reliance Retail. Kartik Aaryan, Tiger Shroff bag over 10 deals Actors who saw the most hits last year - like Kartik Aaryan and Tiger Shroff - bagged over 10 endorsements last year. In total, Aaryan who delivered three consecutive hits which made more than Rs 100 crore - now endorses 16 brands. He will soon hit the screens again with his feature in the sequel of Love AajKal. Tiger Shroff who was a part of last year’s top grosser War, too has 16 endorsements in his kitty. Actress Disha Patani who is a rage on Instagram has 15 endorsements. Kriti Sanon and <keyword id="699893" type="PERSON" weightage="20" keywordseo="Taapsee-Pannu">Taapsee Pannu</keyword> won 11 deals last year. Rajkummar Rao did not have a successful run last year. But he too has 13 endorsements in his kitty including Maggi. “Their strong millennial connection landed them multiple endorsement deals,” the report concluded. The shift in focus from established celebrities to new faces across the advertising and media industry over the past year explains the theme “New is Gold”. Indian cricket team captain Virat Kohli is recognised as the most valued celebrity for the third year in a row. “National award winner Ayushmann Khurrana, dancing wizard Tiger Shroff and hitman Rohit Sharma grabbed 10th, 17th and 20th spots, respectively. The overall brand value of the top 20 celebrities in 2019 is estimated at USD 1.1 billion, an increase of 25% from last year,” the report said. See also: <a href="https://www.businessinsider.in/advertising/brands/article/virat-kohli-continues-to-be-the-most-valuable-celebrity-with-a-brand-value-of-237-5-million/articleshow/73954865.cms">Virat Kohli continues to be the most valuable celebrity with a brand value of $237.5 Million: Duff &amp; Phelps Study</a> <a href="https://www.businessinsider.in/thelife/personalities/news/check-out-top-10-personalities-name-in-2019-google-search/articleshow/72470520.cms">Vicky Kaushal, Rishabh Pant, and Abhinandan Varthaman among the top 10 personalities that Indians googled this year</a> <a href="https://www.businessinsider.in/india/news/youtuber-bhuvan-bam-of-bb-ki-vines-makes-to-forbes-30-under-30-list/articleshow/73952923.cms">Youtuber Bhuvam Bam is having a wonderful year - from World Economic Forum to Forbes India's 30 under 30 list</a>

From Ayushmann Khurrana to Vicky Kaushal and Kartik Aaryan, millennial stars are beating legacy actors for brand endorsements

When <keyword id="707762" type="UNKNOWN" weightage="100" keywordseo="Thalaivar">Thalaivar</keyword> takes the centre stage, big bucks are bound to roll in. The <keyword id="25892" type="ORGANIZATION" weightage="100" keywordseo="box-office">box office</keyword> drought is finally over as silver screen sensation <keyword id="14509" type="PERSON" weightage="100" keywordseo="Rajinikanth">Rajinikanth</keyword>’s latest outing <keyword id="1849408" type="UNKNOWN" weightage="100" keywordseo="Kochadaiiyaan">Kochadaiiyaan</keyword> has turned out to be a smash hit, crossing the Rs 50 crore mark in just five days, according to industry estimates. The movie grossed Rs 42 crore worldwide in the first three days, according to a release by <keyword id="128026" type="CITY" weightage="60" keywordseo="Eros-International">Eros International</keyword>. Domestic collections amounted to Rs 30 crore in the opening weekend while the rest came from overseas business. This could be equivalent to Rs 32.3 crore nett worldwide, as per trade estimates. “Kochadaiiyaan opening weekend – Worldwide: Rs 42 cr gross. All 6 languages. 2D and 3D. SUPERB,” film critic and trade analyst Taran Adarsh tweeted. 
 However, first Monday collections dipped considerably to Rs 5 crore in the <keyword id="1761158" type="UNKNOWN" weightage="100" keywordseo="indian-circuit">Indian circuit</keyword> while the movie managed to earn Rs 4.5 crore at home on the first Tuesday. Although overseas numbers for these two days are not available yet, industry insiders put gross worldwide collections at Rs 50 crore-plus just after five days. “Kochadaiiyaan… has fared exceptionally well in <keyword id="8695" type="COUNTRY" weightage="60" keywordseo="Malaysia">Malaysia</keyword> in particular. Is good in the <keyword id="6355055" type="COUNTRY" weightage="60" keywordseo="USA">USA</keyword>, the UK &amp; <keyword id="6355478" type="COUNTRY" weightage="60" keywordseo="Australia">Australia</keyword>,” Adarsh tweeted about weekday business. With earnings from <keyword id="6358065" type="PERSON" weightage="80" keywordseo="Satellite">satellite</keyword> rights in multiple languages, audio and music rights, brand tie-ups and other income, the film is well on its way to cross Rs 100 in revenues. 
 This period drama-cum-futuristic fantasy was off to a stupendous start on Friday (May 23), hitting 3,000-plus theatres worldwide. Eros International released the film in 2D and 3D, in 6 languages, and directly undertook the distribution in <keyword id="20154" type="ORGANIZATION" weightage="80" keywordseo="tamil-nadu">Tamil Nadu</keyword>. The flick saw nearly 95% occupancy in Tamil Nadu where Rajinikanth has a huge fan following. In contrast, the Telugu version saw a lacklustre beginning at home, grossing only Rs 5 crore in the first 3 days. Business slumped in the <keyword id="2266509" type="UNKNOWN" weightage="100" keywordseo="Northern-belt">Northern belt</keyword> as well and the Rajini-starrer significantly lagged behind with Rs 4 crore gross during the first three days. The budget of this movie is Rs 125 crore across all languages. 
 In case you are not aware of its many merits, let us quickly run you through some landmarks. Directed by <keyword id="1800934" type="PERSON" weightage="100" keywordseo="Soundarya-R-Ashwin">Soundarya R. Ashwin</keyword> (Rajini’s daughter) and written by K.S. Ravikumar, Kochadaiiyaan is India’s first 3D film to use <keyword id="2266515" type="UNKNOWN" weightage="100" keywordseo="Photorealistic-motion-capturing">photorealistic motion capturing</keyword> techniques – a technology that makes animation as lifelike as possible (you had a good dose of it in James Cameron’s <keyword id="44111" type="CITY" weightage="80" keywordseo="Avatar">Avatar</keyword>). The film has Rajinikanth in triple roles – Kochadaiiyaan, Rana and Sena. <keyword id="598" type="PERSON" weightage="100" keywordseo="Deepika-Padukone">Deepika Padukone</keyword>, <keyword id="297" type="PERSON" weightage="100" keywordseo="Jackie-Shroff">Jackie Shroff</keyword>, <keyword id="1029184" type="PERSON" weightage="100" keywordseo="nassar">Nassar</keyword> and <keyword id="24628" type="PERSON" weightage="100" keywordseo="Shobana">Shobana</keyword> did pretty well in other key roles in the film. The music has been composed by <keyword id="11851" type="ORGANIZATION" weightage="100" keywordseo="AR-Rahman">AR Rahman</keyword> and cinematography has been handled by Padmesh. 
 
For the thinking audience, however, the storyline has nothing new. It features the same old conflict between the good and the evil but also comes with some surprising twists and moral dilemmas. Yet, at the end, it tires more than illuminates, failing to take you past the visual dazzle. As film critic Shubhra Gupta so rightly notes, “Even Rajini, the one and the only, can’t pick up a film and run with it, if it has the oldest, creakiest plots cobbled together from many books. But the best tech specs in the world can’t rescue a sinking story… After a point, it all becomes too much sound and fury and not much else. One Rajini flipping cigarettes is much more fun than two Rajinis flinging swords in never never land.” 
 
 
 Produced by <keyword id="27326" type="PERSON" weightage="100" keywordseo="Sajid-Nadiadwala">Sajid Nadiadwala</keyword> and directed by <keyword id="616900" type="PERSON" weightage="100" keywordseo="Sabbir-Khan">Sabbir Khan</keyword>, <keyword id="1184791" type="UNKNOWN" weightage="100" keywordseo="Heropanti">Heropanti</keyword> (a remake of the 1983 movie Hero) is the other release of the week and has performed better than Kochadaiiyaan in the northern circuits. The action-romance flick has seen an influx of debut actors (a total of 21) including <keyword id="133664" type="UNKNOWN" weightage="100" keywordseo="Tiger-Shroff">Tiger Shroff</keyword> (Jackie’s son) and <keyword id="210696" type="PERSON" weightage="100" keywordseo="Kriti-Sanon">Kriti Sanon</keyword> in the lead roles 
 
“Heropanti passes the crucial ‘Monday test.’ Fri 6.63 cr, Sat 6.42 cr, Sun 8.28 cr, Mon 4.26 cr. Total: Rs 25.59 cr nett. India biz,” tweeted Adarsh while trade figure puts the domestic collections at Rs 24.96 crore. <keyword id="1996079" type="UNKNOWN" weightage="100" keywordseo="Overseas-collections">Overseas collections</keyword> stood at Rs 2.13 crore gross after Day 4. The masala entertainer was released in 2,100 screens across India and its debut day earning is the fifth highest opening day collection for movies released in 2014, behind <keyword id="6593120" type="PERSON" weightage="60" keywordseo="Jai-Ho">Jai Ho</keyword>, <keyword id="72970" type="UNKNOWN" weightage="100" keywordseo="2-States">2 States</keyword>, <keyword id="6427325" type="UNKNOWN" weightage="100" keywordseo="Gunday">Gunday</keyword> and <keyword id="1020628" type="UNKNOWN" weightage="100" keywordseo="Ragini-MMS-2">Ragini MMS 2</keyword>. Earnings on Monday fell less than 40% than what it was on Friday and the strong growth continued even on Day 5 (Tuesday, May 27) when it collected around Rs 4 crore at home. 
 
This one is a medium-budget movie and cost around Rs 26 crore including promotion. So we can safely assume that it is set to be a hit without much fuss. But all these good numbers do not essentially spell quality. 
 While Kriti Sanon (<keyword id="7876" type="PERSON" weightage="100" keywordseo="Dimpy">Dimpy</keyword>) looks quite striking in a below-par storyline featuring love-and-marriage adventures and misadventures in Jattland, Tiger Shroff (<keyword id="230102" type="PERSON" weightage="100" keywordseo="Bablu">Bablu</keyword>) looks quite inane unless he is in the thick of the action, doing some awesome stunts and beating up the goons. Noted film critic Anupama Chopra has given the movie 2 out of 5 stars saying, “Heropanti is comically bad and the disjointed narrative brims with low-IQ, high-testosterone men brandishing weapons. The women are puppets who either simper or scream.” 
 
Quite depressing, if you ask us, but there’s one silver lining. Both movies are raking in the moolah after a long time and that’s what matters in the business of cinema. 
 
Images: Indiatimes

Box Office: Kochadaiiyaan Thrives On Rajini Power; Heropanti Soaring High

<ul><li>Duff &amp; Phelps’ latest report reveals that Virat Kohli continues to be the most preferred celebrity as his brand value rose by 39% to $237.5 million in 2019. Akshay Kumar jumps to second position with a brand value of $104.5 million. </li><li>The report titled ‘New is Gold’ brings forth how the advent of digital media and OTT platforms have paved a way for new faces and relaunched old faces such as Emraan Khan, Saif Ali Khan and Nawazuddin Siddiqui. </li><li>It further discusses how regional industries created ripples nationally and globally with OTT proving regional content is no longer a desired state, but a prerequisite for today’s consumer. </li></ul>Duff &amp; Phelps, the global advisor, released key findings from the fifth edition of its Celebrity Brand Valuation Study 2019: New is Gold. The study provides a ranking of India’s most powerful celebrity brands based on brand values derived from their endorsement contracts. “This year we saw the new generation celebrities make it to the top 20. Apart from the celebrities who were featured in last year’s study, this year, we have Ayushmann Khurrana (rank 10), Tiger Shroff (rank 17) and Rohit Sharma (rank 20) with a cumulative brand value of USD 87.5 million,” said Aviral Jain, Managing Director, Duff &amp; Phelps. “The industry saw a wave of new faces and concepts with the effective usage of digital media to capitalize on millennials and Gen Z. Even though brands changed their approach of sticking to established actors by roping in new faces, overall the industry managed to stay on course with the perfect blend of traditional and new. The new pedigree of stars also ventured into investments by emerging as ‘starvestors’ (star investors), thus infusing capital in brands that resonated with their values,” Jain added. Commenting on the changing nature of the endorsement market in India, Varun Gupta, Managing Director and Asia Pacific Leader for Valuation Services, Duff &amp; Phelps said, “This is the dawn of a new era for the media and entertainment sector. The industry has seen experimentation, be it celebrities moving from traditional mainstream endorsements towards investments in brands, the rise of digital format advertising campaigns, or the onset of over-the-top (OTT) stars who are breaking new ground in endorsements. Brands and celebrities have parallelly adopted the path of conscious advertising and filmmaking by choosing uplifting topics and making the narrative less window dressed, an important facet for today’s Gen Y and Gen Z.” Old is Gold to New is Gold Study shows how with a fresh coterie of millennial and Gen Z celebrities bagging major banner films and endorsements, it’s clearly time to change the ‘Old is Gold’ adage to ‘New is Gold.’ In the age of social media, Millennial and Gen Z actors have an inherent advantage and are considered to have a relatively higher social media quotient. Bobbi Brown Cosmetics, a leading global makeup brand, hired Tara Sutaria as its first Indian celebrity brand ambassador. Reliance Retail and Reliance Trends also signed on national award winner Vicky Kaushal along with the upcoming Janhvi Kapoor as their brand ambassadors having an extensive youth following. The study also suggests that Kriti Sanon, Disha Patani, and Tiger Shroff are the upcoming big celebrities in the advertising and marketing realm. OTT: A Place For Old and New Actors OTT players have helped many stars relaunch themselves. Actors like Bhumi Pednekar, Manoj Bajpayee, Nawazuddin Siddiqui, Saif Ali Khan and Vicky Kaushal have given some noteworthy performances on the digital platform. The growing popularity of the digital platform can be gauged from the fact that not only actors, but also notable directors like Anurag Kashyap, Karan Johar and Zoya Akhtar, are creating content frequently, exclusively for GenOTT. Celebrity Endorsements: Top Brand Categories According to a 2019 report on celebrity endorsements issued by TAM Media Research, more than 50% of the ads endorsed by celebrities were dominated by three sectors: Personal Care/ Personal Hygiene, Food and Beverages (F&amp;B), and Haircare, as shown in the following chart. Further, the study focuses on the rising trend of OTT since the upgrade of India's digital demography. Regional industries created ripples nationally and globally with OTT proving regional content is no longer a desired state, but a prerequisite for today’s consumer. Other Key findings from the report: <ul><li>Virat Kohli retains the top position for the third consecutive year. His brand value rose by 39% to USD 237.5 million (mn) in 2019. </li><li>Akshay Kumar jumps to second position with brand value of USD 104.5 mn (a jump of 55.3%). </li><li>The dynamic power couple, Ranveer and Deepika, claim the third spot with a brand value of USD 93.5 mn each. Deepika retains her most valuable female celebrity status for the second consecutive year whereas Ranveer moves up a spot, to now occupy the same position as Deepika Padukone. </li><li>Total value of the top 20 celebrity brands stands at USD 1.1 billion, with the top 10 contributing about 75% of the total value. </li></ul>

Virat Kohli continues to be the most valuable celebrity with a brand value of $237.5 Million: Duff & Phelps Study

<ul><li>The three-year old <keyword id="8391587" type="UNKNOWN" weightage="20" keywordseo="scapic">Scapic</keyword> is a cloud-based platform which offers creation and publishing of Augmented Reality (AR) and 3D content.</li><li>Scapic’s team will join <keyword id="6354742" type="COMPANY" weightage="20" keywordseo="Flipkart">Flipkart</keyword> and will help the e-commerce giant build deeper camera experiences, virtual storefronts and bring new opportunities for brand advertising on its platform.</li><li>Flipkart’s acquisition of Scapic joins its long list of recent acquisitions and investments as the company scales up operations while competition rises from the likes of Amazon and JioMart.</li></ul>Indian e-commerce giant Flipkart continues with its acquisition spree. The company has picked up a 100% stake in Augmented Reality company Scapic. The three-year old Scapic is a cloud-based platform that offers creation and publishing of Augmented Reality (AR) and 3D content. The company has clients across e-commerce and marketing. The startup had also recently won in the Industry 4.0 – AR category, during the National Startup Awards 2020. Founded by Sai Krishna V K &amp; Ajay P V, the Bengaluru-based company had earlier raised funding from Axilor, Speciale Invest, and Newfort Capital. “Today, we buy more online than we ever have, and it has only accelerated this year. Customers now require better visuals than ever before. Scapic is building visual technology that brings products to life using Augmented Reality and 3D. Advancements by the Scapic team in the field of AI, Computer Vision and AR have made this change possible,” said the founders in a statement. With the acquisition, Scapic’s team will join Flipkart and will help the e-commerce giant build deeper camera experiences, virtual storefronts and bring new opportunities for brand advertising on its platform. “As we make investments that focus on developing and nurturing the retail ecosystem, we are also committed to making our platform easier to navigate and richer for consumers in terms of content and experience. I welcome the Scapic team to Flipkart as we continue our efforts to provide deeper value to our customers,” said Flipkart CEO Kalyan Krishnamurthy in a statement. Flipkart’s acquisition of Scapic joins its long list of recent acquisitions and investments as the company scales up operations while competition rises from the likes of Amazon and JioMart. Flipkart is also doubling down on user experience on the platform. With its acquisition of social gaming startup <a href="https://www.businessinsider.in/business/ecommerce/news/flipkart-acquires-gaming-startup-mech-mocha-as-it-looks-to-tap-the-social-gaming-space-for-more-consumers/articleshow/79014466.cms">Mech Mocha</a> recently, the e-commerce platform was looking at ways to develop new and innovative formats to engage with users on its platform. Flipkart is on an investment spree <table style="border-width: initial; border-style: none; width: 468pt; table-layout: fixed;"></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;">Acquisitions by Flipkart </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;">Investment by Flipkart </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;">Mech Mocha </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;">Aditya Birla Fashion Retail Limited- ₹1,500 crore </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;">Walmart’s B2B business </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;">Arvind Fashions - ₹260 crore </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;"> </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;">USPL - undisclosed amount </td></tr></tbody></table> SEE ALSO: <a href="https://www.businessinsider.in/stock-market/news/makemytrip-shares-soar-as-covid-vaccine-progress-from-moderna-and-pfizer-spark-optimism-of-faster-travel-recovery/articleshow/79255315.cms">MakeMyTrip shares soar as COVID vaccine progress from Moderna and Pfizer spark optimism of faster travel recovery</a> <a href="https://www.businessinsider.in/business/ecommerce/news/flipkart-invests-in-uspl-fashion-house-that-has-brands-like-virat-kohli-wrogn-and-kriti-sanon-ms-taken/articleshow/79058747.cms">Flipkart makes its third fashion investment in five months — bets on USPL that houses brands like Virat Kohli's Wrogn and Kriti Sanon's Ms Taken</a> <a href="https://www.businessinsider.in/business/ecommerce/news/flipkart-acquires-gaming-startup-mech-mocha-as-it-looks-to-tap-the-social-gaming-space-for-more-consumers/articleshow/79014466.cms">Flipkart acquires gaming startup Mech Mocha as it looks to tap the social gaming space for more consumers</a>

You Searched For "kriti sanon brand ambassador" and got 10 results

With Kriti Sanon as its new brand ambassador, Yardley India aims to grow its market share in women’s fragrance category and be its leader

Karuna Sharma

Yardley launches a new campaign with brand ambassador Kriti Sanon

BI India Partner

Coca-Cola launches a campaign for Coca-Cola Zero Sugar featuring Kriti Sanon to drive trial and spark conversations around the new product

BI India Partner

Flipkart makes its third fashion investment in five months — bets on USPL that houses brands like Virat Kohli's Wrogn and Kriti Sanon's Ms Taken

Sanchita Dash

Case study: How Mimi increased excitement around its trailer launch and garnered 24 million views within 24 hours

BI India Partner

Lay’s launches a digital campaign featuring Alia Bhatt and Siddhant Chaturvedi for its thinnest range of chips

BI India Partner

From Ayushmann Khurrana to Vicky Kaushal and Kartik Aaryan, millennial stars are beating legacy actors for brand endorsements

Prerna Sindwani

Box Office: Kochadaiiyaan Thrives On Rajini Power; Heropanti Soaring High

Sanghamitra Mandal

Virat Kohli continues to be the most valuable celebrity with a brand value of $237.5 Million: Duff & Phelps Study

BI India Partner

Flipkart makes yet another acquisition – buys 100% stake in Augmented Reality startup Scapic

Sanchita Dash

Popular Keywords

Buying Guides