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<ul><li><keyword id="7572338" type="General" weightage="80" keywordseo="extramarital-dating-app" source="Orion">Extramarital dating app</keyword> <keyword id="4031884" type="General" weightage="100" keywordseo="gleeden" source="Orion">Gleeden</keyword> was launched in India in 2017 and currently has 2 million users in the country. </li><li>As per its survey of over 1,500 married Indians, 37% of respondents think it is possible to cheat on someone while still being in love with them. </li><li>The infidelity rate is almost the same between men and women (59% vs 53%); and in both big metropolises and smaller towns (58% vs 56%).</li></ul>Infidelity, romance, and everything else in between, are often subjects of movies, web series, and even literature. But what do these terms mean to people in real life, especially in India? E<a href="https://www.businessinsider.in/india/news/everything-to-know-about-gleeden-the-extra-marital-dating-app-where-20-users-are-indians/articleshow/97318722.cms">xtramarital dating app Gleeden’s </a>recent survey sheds light on how Indians perceive infidelity in today’s day and age. As per its study, 37% of Indians think it is possible to cheat on someone while still being in love with them, while 55% of respondents fancy being intimate with someone other than their partners. Gleeden, which launched in India in 2017 and has over 2 million users in the country, conducted a survey with 1,503 married Indians, both men and women, aged between 25 and 50 and living in tier-1 and tier-2 cities to determine the society’s general perception of infidelity, personal experience of infidelity, the effect of the pandemic on people's mindset towards infidelity, and new trends in relationships. Sybil Shiddell, country manager, India shared, "It’s truly fascinating to witness the evolving mindset of Indian society when it comes to relationships and marriage. Our latest survey shows that people are increasingly challenging traditional socio-cultural norms and embracing a more open and liberal approach.” <cmsannotation type="cmsannotation" annotationid="Indians are more adventurous than the world thinks" comment="subhead2" text="Indians are more adventurous than the world thinks">Indians are more adventurous than the world thinks</cmsannotation> According to Gleeden, “Indians are more adventurous than the world thinks”. “The top 3 relationship trends Indians are keen to explore if given a chance are open couples, having a sugar baby/daddy, and indulging in some form of BDSM (Bondage and Discipline, Dominance and Submission, Sadochism and Masochism),” shared Gleeden. As per its study, more than six out of ten people have explored a non-traditional kind of relationship. Threesomes are the least desired relationship type, but 22% of respondents adopted the open couple concept and are now in a non-monogamous relationship. Additionally, though a majority of respondents (82%) feel it is possible to stay faithful to the same person for their entire life, a fair share (44%) felt it is possible to be in love with two different people at the same time. <cmsannotation type="cmsannotation" annotationid="Most infidelities committed during ‘honeymoon phase’" comment="subhead2" text="Most infidelities committed during ‘honeymoon phase’">Most infidelities committed during ‘<keyword id="3149816" type="General" weightage="20" keywordseo="honeymoon-phase" source="Orion">honeymoon phase</keyword>’</cmsannotation> Among respondents who’ve been unfaithful to their partners, the percentage is almost the same for men (59%) and women (53%). Surprisingly, most of the infidelities are committed during the first year, despite that being known as the honeymoon phase, states Gleeden. Moreover, for Indians, fantasizing about somebody else is also considered an act of infidelity. As per Gleeden, most people cheat with people from their circles of friends. In real life, private events and parties are the most common occasions for committing infidelity. But 44% have cheated with somebody they met online i.e. on social media or through dating apps. Gleeden’s survey also revealed that the infidelity rate is almost the same in both big metropolises and smaller towns (58% vs 56%). This also explains the rise in Gleeden’s subscribers from tier-2 cities such as Bhopal, Gurugram, Vadodara, Navi Mumbai, Kochi, Thane, Dehradun, Patna, Nashik, and Guwahati. According to Gleeden, the pandemic changed Indians’ view towards infidelity, with almost a quarter of Indians no longer against the idea. “Over 50% of respondents stated lockdown restrictions played a vital role in changing (their) mindset towards infidelity. In fact, four people out of ten find themselves fancying being with someone that wasn't their partner,” revealed Gleeden. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/india/news/deadline-to-link-aadhaar-and-pan-extended-to-30-june-2023/articleshow/99061134.cms">Deadline to link Aadhaar and PAN extended to 30 June, 2023</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/careers/news/hiring-outlook-remains-strong-for-blue-collar-jobs-in-manufacturing-and-services-in-q1-2024/articleshow/99060293.cms">Amid layoff doom, hiring outlook remains strong for blue-collar jobs in manufacturing and services: TeamLease</a>

Most infidelities committed during honeymoon phase, says survey by extramarital dating app Gleeden

<ul><li>According to Chadda, the rise of <keyword id="5293670" type="UNKNOWN" weightage="20" keywordseo="OTT-platforms">OTT platforms</keyword> in India have pushed Bollywood to create better content. </li><li>Chadha believes OTT is the present of the entertainment industry. </li><li>It is pushing the Bollywood industry to make quality content to be in par with what OTT players are offering to the audience. </li></ul>The rise of OTT platforms in India have disrupted the way people watched series or movies. According to Inside Edge star <keyword id="6366549" type="UNKNOWN" weightage="20" keywordseo="richa-chadda">Richa Chadda</keyword>, web series have pushed Bollywood to create better content. “The threat to cinema will not come from OTT platforms. It has actually nudged the Bollywood industry," said Chadda. Before her stint with Prime Video’s hit series on IPL, Chadda was known to play the off-beat roles like Bholi Punjaban in Fukrey - a hit Bollywood franchise. Later, she became one of the first few Bollywood actors to experiment with web series. Good TV shows from the DD era For Chadda, web series will bring bcl quality content like Hum log or Duniya which were a part of Indian TV, before they became mass entertainers with soap operas. Like many of her generation, she could not relate to Hindi television series and shifted to American shows. "There was a huge gap between the content I wanted to watch on television to what was available for my parents. When Inside Edge was offered to me, there was no Amazon Prime in India. When I said I will be doing this new web series, people were like yeh kaun dekhega (who will watch this?. But now, they are forced to take part in it," says Chadda, at the 14th India Digital Summit of IAMAI. Bollywood wants to be in par with OTT platforms A lot of talented Bollywood actors are finding a second coming in the original web series -- like Shefali Shah from Delhi Crime or Pankaj Tripathi from Mirzapur. "Two years ago, people used to say digital is the future. Now, it is the present. Some are exploiting the lack of censorship, while some are finding a balance. The production houses that are known for television, they tend to create shows on digital that are similar to television,” said Chadda delivering a critique on the quality of web series. According to Celebrity Brand Valuation Study 2019 by Duff and Phelps, web series are now attracting the best of Bollywood - including actors and directors. Anurag Kashyap, Karan Johar, and Zoya Akhtar are creating content exclusively for GenOTT, the report released on February 4, said. “OTT has changed my life because suddenly my audience is everywhere. It empowers me to be more complex, denser and [to not have] to explain so much. I don’t have to alter my way of looking at the world,” <a href="https://www.youtube.com/watch?v=ct5XI_DEfBE">Anurag Kashyap, co-director of Netflix’s Sacred Games told Anupama Chopra in an interview</a>. See also: <a href="https://www.businessinsider.in/policy/economy/news/netflix-stays-away-from-a-self-regulatory-body-which-is-in-the-works-says-report/articleshow/73960150.cms">Netflix stays away from a self-regulatory body which is in the works, says report</a>

Inside Edge star Richa Chadda believes web series pushed Bollywood to do better

After much ado, the <a href="http://www.businessinsider.in/searchresult.cms?query=monsoons&amp;sortorder=effectivedate">monsoons</a> are finally here. And it’s beautiful- more so when you’re watching it pour from inside your home. 
There’s also another advantage of this beautiful weather- it brings out your romantic side, by default. And, why not? From the freshly washed earth to the radiant green plants and trees, everything around you looks dreamy! 
 
The <a href="http://www.businessinsider.in/searchresult.cms?query=romance&amp;sortorder=effectivedate">romance</a> in the air makes you too want to break the routine monotony and pull back, spend cozy-quality time with loved ones - enjoying simple pleasures of life such as watching a romantic film or series at home, sipping tea and munching on some spicy snacks. 
 
To keep in tune with the season’s best offerings, we compiled a list of five must-watch romantic web-series that you should bookmark for watching on an idle afternoon with your partner- 
 
 
 
<ul>
	<li>
		Love Shots – An offering of <a href="http://www.businessinsider.in/Koi-Dekh-Lega-from-YFilms/articleshow/51426174.cms">Y-Films</a>, Love Shots is a set of amusing short films that paint an honest and amusing picture of love. These little short-movies, all with a twist in the tale are amazingly cute and heart-felt. Tracing love across all ages and professions, the six short films star actors like <a href="http://www.businessinsider.in/searchresult.cms?query=nimrat+kaur&amp;sortorder=effectivedate">Nimrat Kaur</a>, Tahir Raj Bhasin, Saqib Salim, Shweta Tripathi and Rhea Chakraborty.​ Reignite your passion and love with these lovely and sweet romantic tales.</li>
</ul>
 
 
<ul>
	<li>
		Permanent Roommates - <a href="http://www.businessinsider.in/8-best-Indian-web-only-series-of-2015/articleshow/50268799.cms">Permanent Roommates</a> is an Indian web series created by T<a href="http://www.businessinsider.in/searchresult.cms?query=the+viral+fever&amp;sortorder=effectivedate">he Viral Fever(TVF</a>) and Biswapati Sarkar. This series revolves around a young couple, Tanya and Mikesh, who after being in a long distance relationship for 3 years, face the prospect of marriage. A widely loved web series with an almost cult-like following, Permanent Roommates is one of the most-viewed series on <keyword id="10879" type="CITY" weightage="100" keywordseo="YouTube">YouTube</keyword> anywhere in the world. Spend those cozy evenings with the one you love and plan to spend to lie with, with this show.</li>
</ul>
 
 
<ul>
	<li>
		#LoveBytes - #LoveBytes is India's first-ever show exclusively for the digital platform. Available on SonyLIV, #LoveBytes stars are well-known faces, Kushal Punjabi and Sukhmani Sadana. Each episode of the show plays out the trials and tribulations of the leading characters Ananya’s and Abhishek’s romantic relationship. With a deliciously urban and youthful flavor, the series underlines what makes these two very different individuals click and sometimes clash, the show also elucidates all those things that are necessary for an urban Indian relationship to sustain itself and the daily challenges that come in the way. The young couples, who love to fight and make up with a kiss – this show is for you!</li>
</ul>
 
 
 
<ul>
	<li>
		Tanlines – With a message that Tans with go away but memories will last forever, Tanline is the youth focused original web show, made for the digital millennials. Its theme, flavor and medium of consumption are all tailored exclusively for Sony LIV’s younger demographic. The series makes for a perfect watch for the childhood sweethearts, who know each other’s dark secrets very well!</li>
</ul>
 
 
 
<ul>
	<li>
		A.I.SHA “My Virtual Girlfriend” – This show on ARRE is different and unique, and about a relationship between a man and woman…only, the woman is the first-of-its-kind A<a href="http://www.businessinsider.in/searchresult.cms?query=artificial+intelligence&amp;sortorder=effectivedate">rtificial Intelligence</a> Simulated Humanoid Assistant (A.I.SHA), created by the show’s protagonist, Sam. This one is definitely for the couples who are tech-geeks or looking for some entertainment full of fun and adventure.</li>
</ul>

These five Indian web-series are a must-watch for romantics
this monsoon

<ul><li>The campaign is rolled out with 2 new TVCs and comprises a web-series with acclaimed culinarian Chef Ajay Chopra.</li><li>The 4-week long multi-lingual campaign is spread across 14 states through TV, print, radio, and digital mediums.</li></ul>Dhara, India’s leading edible oil brand, has rolled out its new campaign – ‘Rishton Ki Sehat’ that manifests the importance of looking after the general well-being of one’s family by adopting good health practices. For a brand that was launched in 1988, Dhara's latest advertisements are a fresh breath of air that aim to normalise having men in the kitchen, doing chores and sharing responsiblities. With its new campaign, the brand aims to build upon its brand proposition of Zara Sa Badlaav Banaye Life Behtar. The multi-lingual campaign has been introduced in Assam, Bihar, Chhattisgarh, Delhi NCR, Jharkhand, Karnataka, Madhya Pradesh, Maharashtra, Odisha, Punjab, Rajasthan, Uttarakhand, Uttar Pradesh, and West Bengal. Dhara’s new campaign, introduced in 14 markets of the brand, entails 2 new TVCs and is spread across print, radio and digital mediums including Dhara’s social media pages – Facebook, Instagram and YouTube. The TVCs are aimed towards the brand’s target group consuming content across varied channels including general entertainment, news, movies, and regional channels. <div type="Youtube" id="twtiDipZs5Y" title="Rishton Ki Sehat | Board Game- 10 sec" thumbUrl="https://i.ytimg.com/vi/twtiDipZs5Y/mqdefault.jpg"></div> <div type="Youtube" id="nGJZbLPbh4w" title="Rishton Ke Sehat | Couple Video- 15 sec" thumbUrl="https://i.ytimg.com/vi/nGJZbLPbh4w/mqdefault.jpg"></div> In addition, Dhara has associated with Chef Ajay Chopra, an acclaimed culinarian, for an exclusive web-series. The 5-episode web-series – Cooking Stories – is live on social media pages of the brand. In the videos, Chef Ajay Chopra talks on the importance of relationships and health, in line with the brands campaign ‘Rishton Ki Sehat’ and cooks delightful delicacies such as Luchi Dum Aloo, Vada Pav Spring Roll, Jalebi Sticks, Sai Bhaji Meal and Gujiyas using Dhara’s wide range of cooking oils. The duration of the entire campaign is 4 weeks. Talking about the new campaign, <keyword id="518549" type="PERSON" weightage="20" keywordseo="Dinesh-Agrawal">Dinesh Agrawal</keyword>, Business Head – Dhara, Mother Dairy Fruit &amp; Vegetable Pvt. Ltd., said “We started about bringing in a change with a ground-breaking campaign in 2018, when we urged consumers to use oil in moderation and since then we have continued with our campaign under the overall brand position of Zara Sa Badlaav Banaye Life Behtar. The last year saw a reshuffling of household responsibilities and almost everyone embraced two important things – family relationships and health. Through #RishtonKiSehat, we aim to promote healthy living and further strengthen the bond of relations within the family by changing the eating habits as well as by breaking the societal stereotypes and bring a change for a longer and larger health benefits.” “A bit of change helps in making our lives better; be it a small change in eating habits to encourage healthy living or a change of roles in a household to have a sustainable life,” Agrawal added.

Dhara launches a new campaign to encourage consumers to bring small changes in eating habits and gender roles in a household

For a lot of us, the <keyword id="1754604" type="PERSON" weightage="20" keywordseo="coronavirus">coronavirus</keyword> lockdown means looking for ways to pass time, which include binge-watching. But you dont always need to pay up for a subscription to satiate your entertainment cravings. There are plenty of free options waiting to be streamed. Here are a few: * Aani Kay Hava You can watch "Aani Kay Hava" season one and two. It is the story of a couple Jui (Priya Bapat) and Saket (Umesh Kamat), who connect while celebrating their first together, from the first time they cook together, the first festival they celebrate as a couple, first major fight to the down payment for your first car. The second season of the lighthearted series is about how the couple's bond strengthens over time. It streams on MX Player, which provides over 1,50,000 hours of content across genres, formats, languages and 40 plus originals for free. * Queen The show stars <keyword id="23606" type="PERSON" weightage="20" keywordseo="Ramya-Krishnan">Ramya Krishnan</keyword>, Anikha Surendran, Anjana Jayaprakash and Indrajith Sukumaran amongst others. Inspired by true events, it is the story of Shakthi Sheshadri -- a woman who was pushed to embrace life choices which weren't her own, and yet she excelled in life. * Bhaukaal Inspired by The Life Of IPS Officer Navniet Sekera, "Bhaukaal" is set in Muzaffarnagar in 2003. The series tells the tale of how one courageous officer goes on a clean-up drive to punish criminals, battles local influential personalities and re-establishes the faith of the common man in the law. The crime drama stars Mohit Raina, Abhimanyu Singh, Siddhanth Kapoor, Bidita Bag, Sunny Hinduja, Rashmi Rajput, Pradeep Nagar and Gulki Joshi. It streams on MX Player. * Samantar Starring Swwapnil Joshi and Tejaswini Pandit, the thriller traces the journey of Kumar Mahajan, whose life changes when he hears that a man called Sudarshan Chakrapani's past will be his future. The nine episodic Marathi series is directed by Satish Rajwade and it has also been dubbed in Hindi, Tamil and Telugu. It streams on MX Player. * Pawan and Pooja The relationship drama explores the lives of 3 couples - all coincidentally named Pawan and Pooja, who, at different stages of their lives discover that their love is indeed conditional, breakable and questionable. The MX Player series stars Deepti Naval, Mahesh Manjrekar, Sharman Joshi, Gul Panag, Taaruk Raina and Natasha Bharadwaj. * Baarish The romantic series, starring Sharman Joshi, Asha Negi, Saahil Shroff, Priya Banerjee, and Vikram Chauhan, is about Anuj and Gauravi. It is about the bond they form when their families arrange their marriage unexpectedly. It streams on ZEE5, which is giving free access to people during the corona phase. * Kehne Ko Humsafar Hai The show, featuring Ronit Bose Roy, Mona Singh and Gurdeep Kohli, is about a middle-aged man, who has a caring wife and loving family but he falls in love with Ananya. It is available on ZEE5. * Ishq Aaj Kal A spin-off of the popular television show "Ishq Subhan Allah", "Ishq Aaj Kal", a Zee5 Original series, revolves around 24-year-old Alia Jaffri who is on a mission to find her father. * Karle Tu Bhi Mohabbat It stars Ram Kapoor and Sakshi Tanwar. The show is about Karan Khanna, who is recovering from his alcohol addiction, and takes a detoxification trip to Mahabaleshwar with his counsellor Tripurasundari. It streams on ZEE5, which has also made films such as "Babumoshai Bandookbaaz", "Paltan", "Batti Gul Meter Chalu", "<keyword id="2860682" type="PERSON" weightage="20" keywordseo="Great-Grand-Masti">Great Grand Masti</keyword>" along with Korean web-series "Hypochondriac", "The Girl", "Relationship Status - It's complicated", "Men Cry Too" and "Bread Love and Dreams" available for free. * Live From HQ The series, curated and produced by Big Bad Wolf Entertainment, is available live for audiences starting March 25 until April 1 with performances by popular independent music, comedy and other performing artists through Instagram and Facebook. One can register to watch 'Live from HQ' through the BookMyShow website and app. The series features acts by Prateek Kuhad, Indian Ocean, <keyword id="671" type="PERSON" weightage="20" keywordseo="Vir-das">Vir Das</keyword>, Karsh Kale, Kamakshi Khanna, Karan Singh Magic and Aisi Taisi Democracy. People can also opt for Hotstar to watch shows like "Maharaj Ki Jai Ho", "<keyword id="1104556" type="COMPANY" weightage="20" keywordseo="Savdhaan-India">Savdhaan India</keyword> FIR", "Dance + ", "May I Come in Madam" and Hotstar original "Shockers". There are movies such as "Housefull 4", "Chhichhore", "Mission Mangal", "De De Pyaar De" and "Super 30". If you have Voot, you can binge-watch "Choti Sarrdaarni", "Bigg Boss" Hindi, Kannada, Bengali, "MTV Roadies" and "Naagin". With an aim to raise awareness around staying fit, healthy and safe at home amid COVID-19 outbreak, Tata Sky is providing free access to <keyword id="8965493" type="COMPANY" weightage="20" keywordseo="tata-sky-fitness">Tata Sky Fitness</keyword>. As millions of kids stuck at home due to the coronavirus pandemic, Amazon Prime Video has also opened up free streaming access to more than 40 children's shows, including its original series. Along with streaming services, Audible Stories is also offering children some entertainment options. "For as long as schools are closed, we're open. Kids everywhere can instantly stream an incredible collection of stories, including titles across six different languages, that will help them continue dreaming, learning, and just being kids," read a statement from Audible. Actor Rana Daggubati has also made the content in ACK (Amar Chitra Katha) and Tinkle apps available for free for a month. He feels it will help people stay busy while they are under lockdown. The actor is a partner at ACK. There's entertainment avenue for sports lover as well. With an aim to keep the momentum going and fans engaged, NBA and Turner Sports are providing all fans with a free preview of NBA League Pass, the league's premium subscription-based product, until April 22.

Here are all the free streaming options for lockdown binge watchers

<ul><li>The agency that started out with a simple idea of branding tea cups, CupShup is now all set to clock ₹12 crore this financial year</li><li>50% of its revenue will come from activation services, 35% from cup branding and the rest 15% from creative and digital services</li><li><keyword id="4986606" type="PERSON" weightage="20" keywordseo="Sanil-Jain">Sanil Jain</keyword>, Co-founder of CupShup, tells us the potential a cup of tea hold, struggles of starting up a disruptive brand with low investments, and the plan ahead</li></ul>Around 100 billion cups get consumed in India every year and Chai break in an intrinsic part of our culture. People talk, discuss, debate, and analyse things over a cup of tea. Cups also cater to different social strata and have the advantage of being comfortably placed in the customer's hand for a good five to seven minutes. Hence, CupShup saw every non-branded cup as a wasted opportunity for consumer engagement. ‘It’s hard not to observe our chai cups -- because a chai is an emotion that we all love and bond over,’ says Sanil Jain, Co-founder, CupShup. And it was at a Chai Tapri that Jain and <keyword id="380793" type="PERSON" weightage="20" keywordseo="Sidharth-Singh">Sidharth Singh</keyword>, the two Co-founders of CupShup, decided to convert ‘A Cup’ into ‘The Cup’. They were struggling to come up with an idea for their college project and that’s when they had their eureka moment. “The idea dawned on Sidharth. He asked me, 'What if we brand these plain paper cups and convert the tea breaks into discussion joints for brands?' Post that, we had a chat about movies and politics for about 15 minutes. It came to our mind that we just spent 15 minutes of our quality time which was relaxed, clutter-free, and the environment was fun-filled. This was a perfect place or medium where a brand would want to promote itself,” recalls Jain. The startup aims to convert these 10-15 minutes of tea breaks into an opportunity for brands to get attention from their target audience and be part of their daily, relaxed conversations. While Jain immediately realized the potential behind this idea, the next toughest step was testing it out with minimum investment. “Since it was very difficult to get a small number of cups custom-printed, Sidharth bought around 100 cups, added stickers of a nearby restaurant on them with an offer and distributed it to the nearby chai tapris. He later interviewed around 50 odd people at the tapris and found himself surprised by the result of the product validation survey -- it was fantastic. Almost all of the people he spoke to were able to recall the brand and the offer on the cup, when aided. Thus, we established our idea has the potential and brands will be attracted towards this unique method of promotion,” shares Jain. CupShup bootstrapped itself and used a sum of ₹1 lakh, each founder contributed a half, into hiring a team, building the infrastructure, launching an application, and establishing a distribution system. It was after its first campaign with Ola that CupShup turned into a profitable company and that opportunity spearheaded its growth ahead. Since then, CupShup has been able to grow organically to a team of 50 people -- based in Mumbai, Gurgaon, Bangalore, Pune and Hyderabad. Services Offered CupShup offers Cup Branding, Activations, Corporate Branding, Creative Services and Digital Marketing, among others. For the current financial year, Jain says, 50% of its revenues will come from activation services, 35% from Cup branding and the rest 15% from Creative and Digital services. So far, CupShup has seen more than 150 clients including Amazon, Uber, Ola, Unilever, SBI, Kotak, ICICI, Swiggy, Dunzo, HotStar, Marico, Coke, Zomato, OYO Rooms, Grofers, Pocket Aces, Viacom, TVF, ZEE. The agency recently concluded a campaign with Hotstar for their web-series, ‘<keyword id="94523" type="ENTERTAINMENT" weightage="20" keywordseo="The-Office">The Office</keyword>’, for which it distributed 25 lakhs paper cups with nine humorously designed creatives, each with a witty designation aimed to strike light conversations inside offices. 
 
 
 <div type="image" title="Hotstar_For BI" msid="71534936" hostid="261"></div>







 While the team has worked with brands across sectors, start-ups remain their favourite. “Be it FMCG, BFSI, Entertainment, we have worked with them all. However, clients who are most receptive and open to experimenting are start-ups. While established clients make our offerings part of their 360 degree campaigns, new age brands and start-ups not just use our medium but also use our services in media planning, buying and creatives. Other than Cup Branding, they are also eager to explore our other offerings like Digital Screens and corporate activations,” said Jain. Challenges of Starting Up CupShup only had a lakh to set the ball rolling. While finding good talent was a task with limited infrastructure, convincing corporates was not a cakewalk either. “Initially, offices in corporate parks were reluctant to give us entry into their buildings as they were skeptical about the quality of paper being used by us. However, with time they are aware of the fact that we only use water based ink on our biodegradable and recyclable paper cups. This helped us understand their concerns and in accessing the office cubicles with ease,” said Jain. To spread the word around and get more attention from their client, CupShup reached out to various start-up specific news portals and networking events. Jain also sent a monthly newsletter to their client base to update them about CupShup’s work progress. Slowly, as CupSup started working with bigger brands, its communication strategy broadened to entire marketing and advertising community. Expanding its Call-to-Action Clients only look out for end results and measurable outcomes. So what kind of ROI does CupShup offer? “While most of the established brands use our medium as part of their 360-degree campaigns focused on grabbing eyeballs and building brand recalls, many new age brands and start-ups use our services to acquire new users and drive App downloads, and transactions as well. Since a tea break allows a brand exposure time of 5-7 minutes, we also use call-to action methods like QR codes, Missed Call to SMS and so on, for lead generation. But yes, this method of branding grabs attention, drives a positive ROI and triggers a conversation,” answers Jain. Plan Ahead After a smooth run in FY 2018-19 with ₹4.5 crore in Revenues, CupShup is now projected to clock ₹12 crore this financial year on the back of its strong clientele. CupShup is now scaling its network, activation services, and ramping up the creative services portfolio. It is also working on a digital product, which is slated to go live early next year. While Jain did not share the name or idea behind it, he said their product will ‘aim at revolutionising the way digital marketing is done in India.’

CupShup aims to treble its revenue to ₹12 crore by end of FY19 - 20

<div class="KonaFilter image-container display-table float_right"><div><div class="image on-image">Frank Ockenfels/FOXFrom left, "The X-Files" stars Mitch Pileggi, David Duchovny, Gillian Anderson, and William B. Davis.</div></div></div>After nine seasons, two movies, and 13 years off the air, "The X-Files" returns to Fox with six new episodes on Sunday. And there are certain things show creator Chris Carter would love for people to take away from the show and at least one thing he doesn't."There's this trend to reboot shows now," Carter told Business Insider. "And that word 'reboot' doesn't sit well with me. It suggests that you have an old computer in the closet and you want to fire it up again. That's not what I think 'The X-Files' is."The <a href="http://www.oxforddictionaries.com/us/definition/american_english/reboot" target="_blank">Oxford Dictionary</a> defines a reboot as a show that is restarted or revived, given new impetus. Among television fans, 'reboot' typically refers to a show that is brought back with a similar story, but new cast members, such as The CW's "90210" and BBC's "Doctor Who."For Carter, calling "The X-Files" a reboot implies that it had lost its vibrancy - an idea he completely doesn't buy."I think 'The X-Files' is a show that took a big 13-year commercial break," he said. "I think that's what I want people to come away thinking - 'Wow, this is still a great show. The actors look great, and there's still lots of stories to tell.'"<div class="KonaFilter image-container display-table float_right"><div><div class="image on-image">Ed Araquel/FOXJoel McHale, center, will help to shake up "The X-Files."</div></div></div>That's not to say that there aren't some pretty big changes in the show. Conservative web-series host Tad O'Malley (Joel McHale) will forever alter how the agents view their mission and our world. (I won't reveal the reveal before the premiere.)"It takes a big right turn for the mythology of the show and it puts it into a contemporary context that you couldn't have gotten to without the 12 to 13 years in between the time we went off the air and now," Carter told BI. "It's of its time and obviously you couldn't have done this in 2003." Carter laid out the upcoming episodes for us. It will start with the game-changing first episode; the second will be a standalone that relates to Mulder and Scully's son, William; the third and fourth episodes will be "monster-of-the-week" episodes; the fifth will be "poignant" and touch back on William; and the sixth episode is back into mythology."Somehow, ['The X-Files'] is elastic and it stretches and comes back to shape," Carter said of the series' ability to manage different genres in one show. "It's a show that does a lot of things well and it can do them in some kind of cohesive way.""The X-Files" returns Sunday at 10 p.m. ET/7 p.m. PT on Fox. <div class="margin-top"> <h3>NOW WATCH: <a href="http://www.businessinsider.com/star-wars-made-for-tv-movie-starring-ewoks-2015-12">There was a 'Star Wars' made-for-TV movie you've never heard of - starring only Ewoks</a></h3> <div> <div> <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="tsbWN1eTrTd8lluj1fzeMtJkR5XxOwI8" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div> </div> </div> </div>

Don't call 'The X-Files' return a reboot, says show creator - here's why

<div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"></div></div></div>There will be a pretty huge shift in "The X-Files" world when it returns for its first season in 13 years on Sunday.Creator Chris Carter will argue that it doesn't erase everything&#xa0;FBI special agents Fox Mulder (David Duchovny) and Dana Scully (Gillian Anderson) have done for the past nine seasons, but it's a pretty hard turn in their&#xa0;-&#xa0;and our - understanding of what they've been looking for all these years."What if our work, the X-Files, everything we've been led to believe in, is a lie?" Mulder asks Scullly&#xa0;as the first episode progresses.I'm not trying to sound any alarms. Truthfully, fans of all types - original X-philes, the lax viewer, and those who are just coming aboard - should enjoy this dysfunctional family reunion at different levels. That is, if you forgive the first episode for some faults. It's heavy on exposition. But that seems like a necessary evil when a series returns after a very long time and people of varying historical&#xa0;knowledge&#xa0;will probably be watching. There's a pretty good recap of the series up front,&#xa0;and then buckle up - there's a lot to be achieved in this first episode.<div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"></div></div></div>Mulder and Scully have aged in all the right ways - if that were possible. Their chemistry is intact. The knowing glances, the curt responses, and the sense of complicated romantic entanglement&#xa0;are right where we'd think they should be. But they've&#xa0;been estranged for some time. Scully has returned to medicine, helping kids (which plays well later when she&#xa0;and Mulder discover something that may endanger their child, William). And Mulder has continued his search for the truth, but way more off the grid. They're brought back together by conservative web-series host Tad O'Malley (Joel McHale), whose discoveries will forever change how the agents view their mission and our world. (I won't reveal the reveal&#xa0;before the premiere.)After the rupture in&#xa0;the first episode, the second episode brings back some normalcy. It's one of the standalone (or "monster-of-the-week") episodes "The X-Files" is so good at. The next "mythology" episode arrives with the final sixth installment in this limited new run. But don't put away your notebook for the four episodes in between. There are tidbits that serve the bigger arc of "The X-Files" story.<div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"></div></div></div>We'll see series favorites return from death, like The Smoking Man (William B. Davis) and The Lone Gunmen (Melvin Frohike,&#xa0;John Fitzgerald Byers, and Richard Langly). FBI boss Walter Skinner is back to re-open "The X-Files" office, complete with Mulder's pencils stuck in the ceiling.This new chapter celebrates the show's ability to jump from very serious, to almost campy, then snap right back into dire. At the same time, the world has moved on over the last decade. Modern technology, social media, and Edward Snowden have made it so we know way more about institutions and each other than ever. And&#xa0;for a show that tells us the truth is still out there, what we thought was the truth had to change, too."The X-Files" returns Sunday at 10 p.m. ET/7 p.m. PT on Fox.Watch the first minute of the revival's opening episode below:<div></div> <div class="margin-top"> <h3>NOW WATCH: <a href="http://www.businessinsider.com/star-wars-made-for-tv-movie-starring-ewoks-2015-12">There was a 'Star Wars' made-for-TV movie you've never heard of - starring only Ewoks</a></h3> <div> <div> <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="tsbWN1eTrTd8lluj1fzeMtJkR5XxOwI8" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div> </div> </div> </div>

Review: The new 'X-Files' is a huge and satisfying departure from the original episodes

<div class="KonaFilter image-container display-table"><div><div class="image on-image"></div></div></div><ul class="summary-list"><li>Brandon Rogers is a YouTube star with <a href="https://www.youtube.com/channel/UCywhnhPP3dAw7huG_y0hdEg">4.5 million subscribers</a>&#xa0;who was nominated for a Streamy Award for Comedy on Tuesday, but his road to success has not been easy.</li><li>Rogers toiled on YouTube in relative obscurity for years before going viral on the now-defunct video service Vine.</li><li>Rogers' career has included many twists that are emblematic of the changes (and struggles) of digital <keyword id="6354777" type="COMPANY" weightage="60" keywordseo="Media">media</keyword>, including having a show on a subscription service that shut down, dealing with having his videos demonetized on YouTube, and getting one of the first premium Facebook Watch shows.</li><li>Rogers gave Business Insider a behind-the-scenes look at his rise, from making depressing videos for a personal injury law firm to the time Facebook told him to tone down the blood and feces on his show.</li></ul> It was 2 a.m. by the time Brandon Rogers had packed up everything he could fit in his car, ready to run away from his hometown of Livermore, California - a small, sleepy city on the outskirts of the San Francisco Bay Area - and to Los Angeles.It was his "rock bottom point," Rogers told Business Insider. He was in his mid-20s and had been making YouTube videos for about seven years, with only a few thousand subscribers and nothing tangible to show for it. He had watched his other actor friends make their way through college and graduate."I was scared," he said. "I was going to be left in this town without my friends because they all got their s--- together and got out."Little did Rogers know the YouTube channel that seemed so futile then would - a few years later, and a decade after he started it in 2006 - begin to blow up, eventually reaching its current height of over 4.5 million subscribers. That subscriber count puts Rogers in the upper echelon of YouTube creators, and he was nominated for a Streamy Award on Tuesday in the Comedy category.But it hasn't been a straight path. In many ways, his long strive for stardom is representative of the numerous fits and starts the fledgling web video medium, and its top platforms, have experienced over the past decade. Rogers, right alongside Facebook, Google, Twitter, and a few other titans, has been trying to figure out what native web video content is, what fans want, and what business model makes sense.On his way to the top, Rogers experienced every twist of the changing ecosystem, from going viral on video-sharing network Vine (RIP), to landing a show on Fullscreen's now-defunct subscription service, to creating one of the first shows on Facebook's Watch platform."It really does feel like I'm on the cusp of history," Rogers said. "I'm not making it, but I'm a part of it."Indeed, Rogers' comedy feels like it could only exist in the Wild West of the internet. It is frenetic, bawdy, offensive, and utterly unhinged -&#xa0;in a way that millions have found hilarious. He has developed a roster of dozens of surreal characters who interact with each other, often at a dizzying pace.His characters include an ornery grandpa who refuses to provide candy, a mom who always seems to be on the verge of a highly caffeinated breakdown, a blind German fashion designer, and a strict hall monitor.If you aren't familiar, here is a video that mashes up a lot of his characters:But while Rogers said he's always enjoyed playing various characters, he didn't develop his signature style until he took a depressing job at a law firm - following that late-night move to LA - and found his cameraman and collaborator Gabriel Gonzalez.In tracing Rogers' story, you can see what a strange ride the digital media business has been for creators over the last few years, and how little Hollywood (and even tech giants like Facebook and Google) understand about this new world of internet entertainment.<h2>Developing his style while making brutal videos for a law firm</h2>The first job Rogers found in LA was making videos for a personal injury law firm. Rogers would go into the house of the plaintiff of the suit, the injured person, and do a documentary on a "day in their life" with their new, horrible circumstances."It's so sad, you'd cut to their confessionals, 'What do you miss most about your previous relationship with your wife,' and they would start crying," he said. "Almost all the videos won the cases. It was a dark job. I had to take someone who was f----- up and make them look even more f----- up [to] pull the heartstrings of a jury."Rogers did the job for three years with Gonzalez, who was the cameraman. Gonzalez was brilliant behind the camera and would get beautiful shots for these videos, Rogers said. And the idea started brewing in Rogers' head that these "day in the life" videos were compelling and could travel beyond the courtroom context."Let's make a funny version of these," Rogers proposed to Gonzalez one day.Rogers had been making every type of YouTube video imaginable for nearly a decade, but these "day in the life" videos of wacky characters were the ones that caught on.But there was a big problem.Rogers' videos didn't go viral when he uploaded them to his YouTube page. They actually started to get picked up when someone Rogers didn't know uploaded 6-second clips of them to the video-snippet-sharing platform Vine. (After buying Vine in 2012, Twitter shut it down in 2016.)The first clip that blew up on Vine was a clip of Rogers playing his grandpa character at a supermarket."They didn't think I was an actor," Rogers said of the people watching the clip on Vine. And worse, he wasn't credited. Then another clip, and another, began to circulate on Vine. He wasn't credited in any of them."No one knew it was the same person," Rogers said, because he looked so different dressed as each character. He said he even started seeing quotes from the clips on tee shirts in restaurants and felt "maddeningly" like Bruce Wayne or Clark Kent."No one knew it was me," he said. It was agony.<div class="KonaFilter image-container display-table"><div><div class="image on-image"></div></div></div><h2>"The most gratifying moment of my career"</h2>But then in August of 2015, Rogers had what he called the "most gratifying moment of my career." The Fine Brothers, one of YouTube's original superstars, made a video connecting the dots that Rogers was the creator behind these Vine clips, and the memes that resulted."That immediately stopped any negativity about people taking my work," Rogers said. He gained 27,000 followers overnight, he said. It changed his life."Those 10 years, not only did my family think it was a waste of time, but I did too," Rogers said. "I'd go home at night crying for no other reason than, 'This is my life now, and it's not going to get any better than this.'"After the Fine Brothers video, Rogers ascended quickly in the ranks of the YouTube famous, though it didn't begin to financially sustain him until he reached around one million followers, he said."I had 10 years of catalogued footage" for fans to work through, he said when explaining one reason his fan base exploded so rapidly.<h2>"No one really knows that they are doing"</h2>Soon, Rogers was given the opportunity to expand his reach beyond YouTube.In 2016, less than a year after his fame started to rise, Rogers got a call saying digital studio Super Deluxe, owned by Turner, wanted to meet with him. Rogers had been taking a lot of meetings around LA and didn't really know what this one was going to be about.It turns out, Super Deluxe wanted to offer him a show."I walked into that office and they said, 'We'd like to give you a show,'" Rogers said. "It was the CEO himself … They were looking for a brand of comedy that hadn't quite been done, that really pushed the limit."Rogers said the meeting lasted 15 to 20 minutes. And just like that, Rogers was a showrunner with nearly total autonomy. Super Deluxe confirmed to Business Insider that the show was greenlit after one meeting between Rogers and the CEO.The show was called "Magic Funhouse" and portrayed "the dysfunctional production team for a children's show." Super Deluxe made it to run on Fullscreen's short-lived subscription service, a Netflix competitor that cost $6 a month which aimed to create premium shows with YouTube talent. (Fullscreen, which has been fully controlled by AT&amp;T since August, announced in November 2017 that it was shutting down the subscription service and laying off 25 people.)Fullscreen (and Super Deluxe) gave "Magic Funhouse" a generous budget for a streaming show from a first-time creator. It was a time when upstart subscription services like Verizon's Go90 and YouTube Red were spending relatively large amounts on shows anchored by digital talent. Rogers said the show had a total of around 150 people working on it, a number that was confirmed by Super Deluxe (including "cast, extras, crew, and post-production")."They brought me into this extra-large conference room for our first production meeting and it was a sea of people - all that was very scary," he said. "The show was run by rules and regulations of a TV show … but you kind of come to a realization that no one really knows what they are doing. They know how to produce a show, but to produce it for a digital network? I started to get frustrated because I felt like nothing was going my way."He said he kept getting notes to "dial it down, dial it down," for being too outlandish, though Super Deluxe disputed that characterization, saying some things were simply "cut back for production reasons." Rogers felt a lot of money was going toward the production when it really should have been going toward the writing, he said.And even though he was paid well, ultimately Rogers felt like he wasn't reaching an audience. Rogers said Fullscreen didn't give him any viewership data, though he was told it was the service's top-performing show. Fullscreen confirmed to Business Insider that "Magic Funhouse" was its subscription service's most-watched original show.But being the top show on Fullscreen wasn't satisfying for Rogers."I'll tell you what I'd never do again is another digital platform like Seeso or Fullscreen," he said, both of which folded their subscription services in 2017. "It's almost a demotion compared to YouTube."But despite some of his frustrations with "Magic Funhouse," Rogers got another crack at a streaming-only "premium" show the next year, this time with Facebook footing the bill.<div class="KonaFilter image-container display-table"><div><div class="image on-image"></div></div></div><h2>"Tone down the blood and feces"</h2>When Facebook came knocking on Rogers' door in 2017, he was having trouble making money on YouTube because his videos kept getting flagged as inappropriate and demonetized. In YouTube's quest to keep advertisers away from hate videos, many creators saw some of their videos cut off from ads. This was colloquially called the "adpocalypse" by many YouTubers. It was especially painful at the time because YouTube had been one of the only platforms to provide a steady source of income for digital talent, letting creators keep 55% of ad revenue generated by their videos.YouTube declined to comment for this story."Facebook comes out from the shadows: 'Hello Brandon, we understand YouTube is f------ you over,'" Rogers said. "They brought me into the office. We had a YouTube sh--talking contest. They offered me a 20-episode webseries: 'We understand you're a risky kind of a guy with your humor.'"Facebook did not respond to a request for comment.Rogers worked on that series for about six months, putting aside most of his work on his YouTube channel. He had complete creative control and got a flat budget. He worked with just two other people on it and had little overhead."We made a good chunk of change from it," he said.He's proud of how the show, called "Stuff &amp; Sam," turned out. "The series was really, really awesome," he said. But he doesn't know how Facebook felt.&#xa0;"Every time I would talk to them, they'd say, 'Oh it's funny' -&#xa0;but they have to say that … I don't know whether they liked it or not."He said he only got one real note."They did call me once, once to specifically tone down the blood and feces," he laughed. "Not eradicated. But just toned down. That was really the only thing."Facebook didn't really market or promote "Stuff &amp; Sam," which launched in October 2017 as one of its early Watch shows, he said, but it gave him a budget and freedom. And Facebook only demanded exclusivity on it for two weeks, after which he put the episodes on YouTube. The show ended up getting much more viewership on YouTube. For instance, the first episode currently sits at 127,000 views on Facebook and 2.5 million on YouTube."I couldn't be mad," he said. Rogers said he thought Facebook helped him reach a different audience, and that he noticed more men coming to his live shows following the release, whereas before it was mainly women.And there was another benefit: YouTube started to listen to him."I mentioned [to YouTube] how much I loved Facebook," he said. "Suddenly YouTube, they remonetized my videos, every video I put up, untouched. Facebook helped me get my YouTube mojo back."<div class="KonaFilter image-container display-table"><div><div class="image on-image"></div></div></div><h2>"They don't understand but they try to..."</h2>The main thing Rogers has learned maneuvering the convergence of digital and linear TV, and the birth of new forms of entertainment, is that no one has quite figured it out.Everyone is "testing" - "testing is a great way to make money" for a creative, he said."These old rich white f---ers in ties don't know what they are doing," he said, but neither do many of the young execs. "No one knows what they are doing … You have to stand out among the rest and a lot of these companies are afraid to."Rogers recalled one meeting with an exec of a big-name cable TV channel."Your stuff, it's very out there, we love it," Rogers said, imitating the exec. "But you should really, you know, if you bring it down a bit like … Amy Schumer … She's funny, she's out there, but she does keep it grounded.""They don't understand but they try to," Rogers said of entertainment execs, exasperated.Rogers said despite the strides made by creators who came up through social media, there is still a negative stigma around YouTubers in Hollywood. But he has the opposite view."No, we are actually better than you," Rogers said in regards to more traditional movie or TV stars. "You got chosen. You got lucky. We have to promote ourselves. We have to go out there and do everything on our own."<div class="KonaFilter image-container display-table"><div><div class="image on-image"></div></div></div>Rogers is currently touring with his live show:10/7 - Seattle, WA - The Showbox11/4 - Englewood, CO - Gothic Theatre11/17 - Austin, TX - Stateside at the Paramount11/25 - Fort Lauderdale, FL - Amaturo Theater<div></div><div></div> <div class="margin-top"> <h3>NOW WATCH: <a href="https://www.businessinsider.com/how-actors-fake-fight-movies-2018-8">How actors fake fight in movies</a></h3> <div> </div> </div>

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