<ul><li>Academy award singer, composer and now director AR <keyword id="11852" type="General" weightage="100" keywordseo="rahman" source="Orion">Rahman</keyword> has sold an estimated 150 million records. </li><li>He founded the music school KM Music Conservatory in Chennai that also has a project, The Sunshine Orchestra, for underprivileged children. </li><li>For a man of few words, he has been subtly expressive about ‘Bollywood gangs’, and why he hates the term ‘Bollywood’. </li></ul>Academy award winner AR Rahman, arguably the most famous introverted Indian composer and singer, turns 56 today. He has sold an estimated 150 million records, according to Berklee Today. Known as the ‘<keyword id="151503" type="General" weightage="50" keywordseo="mozart" source="Orion">Mozart</keyword> of Madras,’ Rahman is deeply reticent, letting his compositions speak for him. Journalist Karan Thapar famously called him his ‘most difficult interview.’ Much is known about him thanks to his 2018 authorised biography Notes of a Dream written by <a href="https://scroll.in/reel/897429/10-things-we-learnt-about-ar-rahman-from-the-authorised-biography-notes-of-a-dream">Krishna Trilok</a> – like him giving up his Hindu identity to embrace <keyword id="893778" type="General" weightage="50" keywordseo="sufi-islam" source="Orion">Sufi Islam</keyword>. Here are some lesser-known facts about Rahman, the first Asian to win two Oscars. Rahman’s ad jingles Rahman composed ad jingles for Airtel, Titan watches, Premier pressure cooker and <a href="https://www.cinestaan.com/articles/2017/jan/6/3693/do-you-know-these-10-ad-jingles-composed-by-ar-rahman">Renault</a>, among others in his initial years. On being asked about whether he was hesitant to step into movie music composition, he said, ‘I felt underqualified to take on a big movie, I felt I needed to learn more.” <div type="image" title="Rahman’s ad jingles" agency="BCCL" msid="96793867" hostid="261" sizebytes="32886"></div> ‘Mani Ratnam my real mentor’ An invitation to score the 1992 movie Roja by Indian director Mani Ratnam opened the door to a film-composing career for Rahman. ‘Mani Ratnam was like a real mentor for me. He taught me from a director’s point of view how to create music and mix things to click with the people’, he said in an interview to Berklee Today. He met the director through Sharada Krishnamoorthy, who was a cousin of Ratnam’s. <div type="image" title="Mani Ratnam AR Rahman" agency="BCCL" msid="96793903" hostid="261" sizebytes="41362"></div> Can ditch family dinner for a song AR Rahman’s marriage to <keyword id="26044" type="General" weightage="50" keywordseo="saira-banu" source="Orion">Saira Banu</keyword> was an arranged one and he had already told his wife that ‘if they had a dinner, and a song came up, they would have to ditch the dinner’, Rahman’s biographer Trilok writes. His wife says Rahman had ‘autotuned’ her before marriage and that she doesn’t need much to be happy and is content enjoying ‘simple things’ <a href="https://scroll.in/reel/897429/10-things-we-learnt-about-ar-rahman-from-the-authorised-biography-notes-of-a-dream">with him</a>. <div type="image" title="Saira Banu and AR Rahman" msid="96793935" hostid="261" sizebytes="52432"></div> Revived Asha Bhonsle’s career The revered singer Asha Bhonsle was facing a dry spell in her career before the 1990s. It was AR Rahman’s entry into the Hindi music world with the film Rangeela that gave her the second innings of her career. <div type="image" title="AR Rahman Asha Bhosle" msid="96793957" hostid="261" sizebytes="46326"></div> He gave popular singer <keyword id="3153353" type="General" weightage="50" keywordseo="sid-sriram" source="Orion">Sid Sriram</keyword> his big <a href="https://www.deccanherald.com/metrolife/r-rahman-gave-sid-his-first-707219.html">break</a> Indian Carnatic and film musician Sid Sriram was given his first break by Rahman. Previously a student at Berklee College of Music, it was Rahman who called him to sing for the Mani Ratnam film ‘Kadal.’ When I was in Berklee, I sent him (Rahman) an email with some of the original music I was releasing at the time. I never expected a response, so when he did respond I couldn’t contain myself.’ <div type="image" title="Sid Sriram" msid="96793988" hostid="261" sizebytes="61782"></div> Winning global accolades He is the first Asian to win two Oscars for the movie Slumdog Millionaire. He has also composed for Hollywood movies like 127 hours, Pele, The 100-Foot Journey, Million Dollar Arm and People Like Us, to<a href="https://www.arrahman.com/albums.aspx?id=11"> name</a> a few. He has collaborated with Andrew Lloyd Webber on the musical Bombay Dreams, staged in London’s West End and on Broadway. Rahman has shared the stage with stars such as Michael Jackson and Mick Jagger. <div type="image" title="Oscars" agency="BCCL" msid="96794008" hostid="261" sizebytes="31278"></div> A man of no words Famed journalist Karan Thapar shared that Padma Shri winner AR Rahman was his ‘most difficult interview’. Rahman only answered in monosyllables. ‘His answers were “Ummmm”. When I asked him the second question, he answered, “Hmmmm.” When I asked him a third, it was “Ummmmmmmmmmm”, <a href="https://www.thequint.com/voices/opinion/karan-thapar-interview-on-his-interactions-with-modi-bhutto-and-more#read-more">wrote</a> Thapar in his book ‘Devil’s advocate’. <div type="image" title="BBC World" msid="96794105" hostid="261" sizebytes="35452"></div> Not so silent anymore AR Rahman has become more vocal about his views. Upon being awarded ‘Icon’ at Confederation of Indian Industry, Rahman said, ‘I think India is India. For me, it doesn't matter. Somebody does good here, and north Indians benefit, somebody does good there, we benefit, the borders are broken,’ he <a href="https://www.republicworld.com/entertainment-news/music/ar-rahmans-speech-on-north-and-south-india-goes-viral-india-is-india-time-to-show-unity-articleshow.html">said</a>. He also hates the term ‘Bollywood’ as it is generic and condescending in its description of India’s diverse <a href="https://indianexpress.com/article/entertainment/bollywood/ar-rahman-on-why-he-hates-bollywood-anything-coming-out-of-the-country-is-called-bollywood-its-condescending-to-artistes-7264184/">heritage</a>. <div type="image" title="Bollywood gang" agency="BCCL" msid="96794138" hostid="261" sizebytes="81966"></div> Furious at Masakali 2 music remake The movie ‘Delhi 6’ released in 2009 was a hit due to its groovy album composed by AR Rahman, sung by Mohit Chauhan, and lyrics penned by <keyword id="2257" type="General" weightage="50" keywordseo="prasoon-joshi" source="Orion">Prasoon Joshi</keyword>. The upcoming movie ‘Masakali 2’ album, starring <keyword id="132292" type="General" weightage="50" keywordseo="siddharth-malhotra" source="Orion">Siddharth Malhotra</keyword> and <keyword id="1476559" type="General" weightage="50" keywordseo="tara-sutaria" source="Orion">Tara Sutaria</keyword>, has been subtly called out by the singer. He tweeted: <div type="twitter" handle="arrahman" handlename="A.R.Rahman" image="http://pbs.twimg.com/profile_images/1209988634184581120/Bu95OE_R_normal.jpg" favoritecount="50164" retweetcount="12385" status="Enjoy the original #Masakali https://t.co/WSKkFZEMB4@RakeyshOmMehra @prasoonjoshi_ @_MohitChauhan https://t.co/9aigZaW2Ac" createdat="1586362696000" id="1247921714979205121"></div> ‘A Bollywood gang against me’ Rahman broke his silence after Sushant Singh<a href="https://www.news18.com/news/buzz/no-place-for-talent-ar-rahman-saying-bollywood-gang-stopping-him-from-getting-work-stuns-fans-2735519.html"> Rajput’</a>s passing away. He composed music for SSR’s movie Dil Bechara. ‘I don’t say no to good movies, but I think there is a gang, which, due to misunderstandings, is spreading some false rumours…I am doing dark movies, because there is a whole gang working against me, without them knowing that they are doing harm,” he said in an interview with Radio Mirchi. <div type="image" title="AR Rahman" msid="96794184" hostid="261" sizebytes="38054"></div> KM Music Conservatory in Chennai Established in 2008 by the A.R. Rahman Foundation, KM Music Conservatory (KMMC) offers world class music education in Chennai. Lydian Nadhaswaram, the child prodigy from Chennai-based KM Music Conservatory appeared on World’s Best on CBS and won a $1 million prize in 2017. <div type="image" title="K.M Music Conservatory" msid="96794205" hostid="261" sizebytes="106598"></div> The Sunshine Orchestra The Sunshine Orchestra was also founded in 2008 by the A R Rahman Foundation. Socially and economically-deprived children with an aptitude in music are provided free musical training through KM Music Conservatory. The group has played for many events and Rahman’s films, including Cobra, Sanju and Shikara. <div type="image" title="AR Rahman Foundation" msid="96794238" hostid="261" sizebytes="72526"></div> AR Rahman’ directorial debut Le Musk Rahman also made his debut as a director for a multi-sensory virtual reality film, Le Musk - at the 2022 Infinity Festival Hollywood. Inspired by the love for perfume he shares with his wife Saira Banu, Rahman used scent as a narrative device “creating a feature-length cinema VR experience that pushes boundaries of storytelling and incorporates multiple <a href="https://www.einnews.com/pr_news/597980719/film-composer-a-r-rahman-makes-directorial-debut-with-multi-sensory-film-le-musk-na-premiere-at-infinity-festival-hlwd">senses</a>.” <div type="image" title="Le Musk" msid="96794273" hostid="261" sizebytes="40444"></div> SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/stock-market/news/foreign-institutional-investors-sell-shares-nearly-5000-crore-in-first-four-trading-days-of-2023/articleshow/96790974.cms">Foreign institutional investors sell nearly ₹5,000 crore worth equities in first four days of 2023</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/news/an-aai-and-two-college-dropouts-home-snacks-biz-sends-shark-tank-judges-into-a-bidding-war/articleshow/96784920.cms">An aai and two college dropouts’ home snacks biz sends Shark Tank judges into a bidding war</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/auto/news/aman-gupta-and-anupam-mittal-backed-revamp-moto-launches-its-first-transformable-ev/articleshow/96790725.cms">Shark Tank S1 winner Revamp Moto launches an EV that lets you add a child seat, freezer box and more</a>

AR Rahman can leave dinner midway if inspiration strikes & other anecdotes about the reticent music maestro

<img class="gwt-Image" src="/photo/49430085.cms" style="width: 800px; height: 600px;" /> <keyword id="6369404" type="PERSON" weightage="80" keywordseo="Maggi">Maggi</keyword>, the popular instant noodle brand, is set to return to store shelves as <keyword id="75190" type="CITY" weightage="80" keywordseo="Nestle">Nestle</keyword> said it cleared tests mandated by the Bombay High Court and that the company will restart production of the snack within two-three weeks. 
 
Nestle India announced a voluntary recall of the noodles on June 5, the same day national food regulator Food Safety and Standards Authority of India (FSSAI) banned its sale alleging excessive levels of lead in it and mislabeling on the pack. The recall, the country"s biggest and which grabbed international headlines, almost wiped out the entire instant noodles category and dented the sales of all packaged snacks, as wary consumers avoided them. 
 
In August, the Bombay High Court lifted the ban, but asked the company to get the samples tested before it starts selling the product. 
 
Finally, on Friday, Nestle said it received results from all three laboratories mandated by the high court to test the samples. 
 
All the 90 samples, covering six variants, tested by the laboratories had lead much below the permissible limits, it said. These are the same Maggi lots that failed to clear tests at FSSAI labs, it said. 
 There’s more good news. It seems as if <keyword id="35666" type="COMPANY" weightage="80" keywordseo="advertising">Advertising</keyword> veteran <keyword id="2257" type="PERSON" weightage="80" keywordseo="Prasoon-Joshi">Prasoon Joshi</keyword> is likely to create the re-launch campaign for Maggi. 
While Publicis Worldwide remains Maggi's advertising agency, manufacturer Nestle India has hired McCann World Group to manage the new project as the noodle brand tries to make a reentry into the market four months after the company recalled it, senior industry executives said. 
 Joshi is chief executive of McCann World Group India, a unit of global marketing firm <keyword id="109997" type="COMPANY" weightage="80" keywordseo="McCann-Erickson">McCann Erickson</keyword>. This decision, the executives said, comes on the heels of the 100-year corporate campaign that McCann created for Nestle this year, which was penned by Joshi himself. 
 
Image credit: Indiatimes

Maggi set to return in two weeks, Prasoon Joshi to create the re-launch campaign

<ul><li><keyword id="6391475" type="General" weightage="80" keywordseo="coca-cola" source="Orion">Coca-Cola</keyword> has unveiled a new campaign, as an extension to ‘Khud Ko Jagaa, Ek <keyword id="2290748" type="General" weightage="100" keywordseo="thanda" source="Orion">Thanda</keyword> Lagaa’ featuring actors <keyword id="3273962" type="General" weightage="20" keywordseo="janhvi-kapoor" source="Orion">Janhvi Kapoor</keyword> and Ishaan Khatter.</li><li>With this new campaign, Coca-Cola aims to encourage people, especially the youngsters in the country, to pause their hectic schedules, and take a break – with a Coke! </li><li>The film has been conceptualized by <keyword id="624395" type="General" weightage="20" keywordseo="mccann-world-group" source="Orion">McCann World Group</keyword>.</li></ul>Coca-Cola has unveiled a new campaign ‘Coca-Cola - Khud Ko Jagaa, Ek Thanda Lagaa’ featuring Indian actors Janhvi Kapoor and Ishaan Khatter. <div type="Youtube" id="ihYlbi7zG1s" title="Khud ko jagaa, ek #ThandaLagaa" thumbUrl="https://i.ytimg.com/vi/ihYlbi7zG1s/mqdefault.jpg"></div> With this new campaign, Coca-Cola aims to encourage people, especially the youngsters in the country, to pause their hectic schedules, and take a break – with a Coke! The brand empathizes with the youth and understands that ‘taking breaks’ is now more important than ever, especially during these unprecedented times. As the younger population grapples with everyday hurdles in their personal and professional lives, the lively campaign film urges them to take short breaks regularly and enjoy a Coca-Cola alongside, to rejuvenate them in body and mind, and spirit. Commenting on the TVC, Kaushik Prasad, Director – Coca-Cola Category for India &amp; South West Asia, said, “The last two years have been unprecedented for everyone, and people across age-groups have found themselves grappling with multiple uncertainties and challenges. The pandemic has particularly impacted youngsters who have juggled between multiple responsibilities, to cope with the new normal and often find themselves needing breaks to recharge. We at Coca-Cola understand this and with our new campaign, urge our audiences especially the youth to take these much-needed breaks during their hectic days, esp when their energy is down to uplift, energize &amp; recharge themselves with a delicious “Thanda” (cold Coke).” He further added, “The youth icons, Janhvi Kapoor and <keyword id="4457293" type="General" weightage="20" keywordseo="ishan-khatter" source="Orion">Ishan Khatter</keyword> have brought their own liveliness and energy to the campaign film which is indeed very refreshing.” Speaking on their association with Coca-Cola, Ishaan Khatter said “I am bubbling with enthusiasm on being the face of Coca-Cola, the beverage that is an indelible part of our lives! Excited to share this campaign for the OG ‘Thanda’ with everybody.” Janhvi Kapoor added, “Coke is an iconic brand. It’s my go-to drink for every reason and season. I am delighted to be part of the Coca-Cola family. I look forward to energizing teens with a dose of ‘Thanda’ this summer.” The quirky campaign by Coca-Cola India builds upon their concept of ‘Khud Ko Jagaa, Ek Thanda Lagaa’, and aims to position the beverage as the ‘perfect partner for when the slump gets to you and you need a break’. The film has been conceptualized by McCann World Group. <keyword id="3099261" type="General" weightage="20" keywordseo="sambit-mohanty" source="Orion">Sambit Mohanty</keyword>, McCann Creative Head (South) says about the campaign “It’s peak summer, you’re fatigued and in a state of slump. What better than a chilled bottle of Coke to leave you feeling refreshed and uplifted! Our new ‘Khud ko Jagaa, Ek Thanda Lagaa’ campaign, is a manifestation of what happens in these circumstances. The films starring Ishaan &amp; Janhvi play on the natural chemistry between them with Coke as a catalyst.” Campaign Credits: Client: Coca-Cola India Pvt. Ltd. Coca-Cola team: Arnab Roy, Kaushik Prasad, Aditi Anand, Upasna Sanyal, Divya Jyothi Ginuga Creative agency: McCann Worldgroup CCO: Prasoon Joshi COO: Jitender Dabbas Head of creative: Ashish Chakravarty Creative head (South): Sambit Mohanty Creative Team: Sambit Mohanty, Rathish P Subramaniam, Karthik.R, Binesh Sharma, Suresh PV Planning Head (Delhi): Anirban Rao Planning Team: Tushar Handa Branch Head (Delhi): Amitesh Rao Account Management: Rajat Gulati, Vinshul Upadhyay Production House: Breathless Films Director: Vinil Mathew Producer: Swadha Kukarni

Coca-Cola launches its new ‘Thanda’ campaign with actors Janhvi Kapoor and Ishaan Khatter

<ul><li>Ad industry mourns the loss of <keyword id="11230807" type="PERSON" weightage="20" keywordseo="syed-mohammed-talha-nazim">Syed Mohammed Talha Nazim</keyword>.</li><li><keyword id="531122" type="COMPANY" weightage="20" keywordseo="Ogilvy-India">Ogilvy India</keyword> had appointed Syed Mohammed Talha Nazim as <keyword id="399230" type="POSITION" weightage="20" keywordseo="executive-creative-director">Executive Creative Director</keyword> for its Bangalore office in March 2020.</li></ul>Ogilvy India’s Executive Creative Director Syed Mohammed Talha Nazim has passed away. Divya Bhatia, Ogilvy's Group Creative Director shared the news on LinkedIn. <div type="javascript" title="Custom" contenttype="Text"><cdata><![CDATA[<iframe src="https://www.linkedin.com/embed/feed/update/urn:li:share:6797379299335925760" height="742" width="504" frameborder="0" allowfullscreen="" title="Embedded post"></iframe>]]></cdata></div> Nazim worked with Ogilvy from 2014 to 2016 and returned to Ogilvy last year, when the lockdown was announced in March. Before that, he had a short stint as an entrepreneur. He founded BoltHill Technologies in October 2019. He had also won Ogilvy’s only <keyword id="2926655" type="COMPANY" weightage="20" keywordseo="Cannes-Lion">Cannes Lion</keyword> in 2015. He had over 180 metals and nominations in international and domestic award shows such as Cannes, D&amp;AD, The One Show, Clio, LIA, Andys, Adfest, Spikes, NY Festivals, Kyoorius and Abbys. He had also co-created JSW Steel’s groundbreaking campaign with Geeta Phogat, the first Indian woman to win a gold medal in Wrestling at the Commonwealth Games. <div type="Youtube" id="-bK04dGgGLY" title="JSW Steel- Will of Steel- Geeta Phogat's story" thumbUrl="https://i.ytimg.com/vi/-bK04dGgGLY/mqdefault.jpg"></div> “Can’t process this. This is shocking and heartbreaking. He had such a pleasing personality, a sweet smile and childlike enthusiasm for ideas. I remember how he told me about the 3 H’s for success in my Ogilvy interview - Honesty, Hunger and Humility. I am so unlucky that I couldn’t work with him for long. God bless his soul and give enough strength to his family to bear the inexplicable loss,” wrote <a href="https://www.linkedin.com/in/harshil-dhawan-15978b36/">Harshil Dhawan, Associate Creative Director at Ogilvy.</a> Prasoon Joshi also tweeted. <div type="twitter" handle="prasoonjoshi_" handlename="Prasoon Joshi" image="http://pbs.twimg.com/profile_images/641071233061138432/02zSGJzn_normal.jpg" favoritecount="24" retweetcount="4" status="Very saddened by the untimely demise of copy writer/creative director #TalhaNazim. Will cherish our discussions. H… https://t.co/uSGQ6CFIrh" createdat="1620627488000" id="1391638666766782464"></div> <div type="javascript" title="Custom" contenttype="Text"><cdata><![CDATA[<iframe src="https://www.linkedin.com/embed/feed/update/urn:li:share:6797380607577067520" height="766" width="504" frameborder="0" allowfullscreen="" title="Embedded post"></iframe>]]></cdata></div> “Back in Burnett, his gentle wit was the balm in all the brawl. Too young and too good to lose. Shocking. Devastating. Unbelievable,” said Raj Dutta, Creative Director and Head of Content, Gameskraft Technologies. In a career spanning 21 years, he worked with Leo Burnett, Bates, McCann, and Ogilvy.

Ogilvy India’s Executive Creative Director Syed Mohammed Talha Nazim passes away

<ul><li>Our weekly virtual chat features some of the most loved creative heads and directors who take us on a walk down memory lane, talking about some of the most talked-about and well-appreciated ads they have worked on.</li><li>In the latest episode, <keyword id="271660" type="PERSON" weightage="20" keywordseo="Ram-Madhvani">Ram Madhvani</keyword>, Founder and Director, Equinox Films spoke to us about Amazon’s Kindle Paperwhite film, <keyword id="2510610" type="PERSON" weightage="20" keywordseo="Airtel-Wynk">Airtel Wynk</keyword>’s ad and Happydent’s well-known Palace campaign.</li></ul>For Ram Madhvani, Founder and Director, Equinox Films, the world of advertising has been a great teacher. While the ad world helped people meet people who have all become a very important part of his life, including his wife, Madhvani, during a recent conversation said that advertising had also taught him work ethic. “I get a sense of responsibility from the world of advertising. Here things happen on time. Apart from that, I have also learnt a lot about communicating with the audience and the idea that its about what you say, how you say it and how you make people feel. I have learnt a lot of the craft of reaching out to the public, thanks to advertising,” said Madhvani, on the latest episode of BTS with Insiders. Madhvani who is known for his feature films including Neerja and Let’s Talk is also credited with directing some of the most loved ads in recent times that include multiple ads for Airtel including Har Ek Friend Zaruri Hota Hai, DOcomo, Coca-Cola, Asian Paints and Bisleri among many others. On BTS with Insiders, Madhvani spoke about 3 ads that he holds dear. <div type="javascript" title="Facebook" contenttype="Video"><cdata><![CDATA[<iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2FAdmedia.businessinsiderindia%2Fvideos%2F265560761224557%2F&show_text=true&width=552&height=421&appId" width="552" height="421" style="border:none;overflow:hidden" scrolling="no" frameborder="0" allowTransparency="true" allow="encrypted-media"></iframe>]]></cdata></div> Amazon’s Kindle Paperwhite More than a year after Amazon launched Kindle in India, it came out with a campaign to introduce Indian consumers to the e-reader through a long-form film. The ad was a celebration of people who love stories and books and depicts the joy of reading through the journey of a young man who travels to a village to leave children spellbound with the stories he narrates to them, the same stories he reads on his Kindle device. Speaking about why the campaign was special for him, Madhvani said, “Since Kindle is all about stories and filmmaking is all about stories, the Kindle film was a demo film about stories. And that’s how we sold it to the client. It was a tremendously exciting opportunity for us too. The film had amazing music by Tajdar Junaid with lyrics and the voice of <keyword id="21050" type="PERSON" weightage="20" keywordseo="Swanand-Kirkire">Swanand Kirkire</keyword>. The ad has been shot real, without any lights. Many of the shots have been done without permissions, even the one on the plane. I was scolded by a lady on the plane too. We wanted to make the shots real. My producers were able to set this up in a way that we were able to do this in a very small unit.” The intent was also to make the film feel real and more like a documentary. “While the ad is shot in Sri Lanka, its not meant to look like Sri Lanka. We had to shoot there because we didn’t get permission in Lakshadweep. But I have this quest for the Indian eye. I wanted to understand what an Indian aesthetic is and I realized when you’re framing stuff, apart from it being emotional, its chaotic. The West has told us about the S curve, the rule of thirds or about minimal framing. I had all these conversations with <keyword id="3945289" type="PERSON" weightage="20" keywordseo="raj-deepak-das">Raj Deepak Das</keyword> who is a great motivator. He said, ‘We need a new language.’ So we decided all our frames should have foreground, mid ground and background and all the compositions are going to be chaotic,” he shared. The ad was well received and had over 5.3 million views on Amazon’s official Youtube channel in just 7 days and today Kindle is seeing a huge adoption among Indian readers. Airtel Wynk In 2014, Madhvani worked with Taproot on a campaign for Airtel’s music streaming app Wynk. The setting of the film was larger-than-life. It brought together over 700 musicians under one room and featured around 14 different genres of music. All the music featured in the ad were original compositions. The campaign also featured Sanya Malhotra. “A lot of this is thanks to Agnello Dias, Gopal Vittal and others from the marketing team of Airtel who allow us these acts of madness, believe these ideas and embrace them. That only comes due to the relationships you build with people. Great work comes from a certain creative greed and I can’t lead that. I can only smell that greed. I have realized great creative directors who want great work, people like Dias, Das, Prasoon Joshi and Sajan Raj Kurup, are all mast in their own creative zones and all I did was held on to their tail. In a way they are my co-directors,” added Madhvani. The film was shot in a day. All the musical parts were rehearsed and pre-recorded. “There were so many people, we had a lot of rushes and so many different genres of music. So it was a lot to handle. However, the entire team handled all of that really well and <keyword id="194866" type="PERSON" weightage="20" keywordseo="Hemant-Chaturvedi">Hemant Chaturvedi</keyword>, our director of photography, gave it a rock concert feel. It was also Sanya’s first ad. She came with a completely spontaneous, unfrazzled talent and I would love to work with her again,” added Madhvani. Happydent’s ‘Palace’ In 2015, Happydent’s Palace commercial was named as one of the World's 20 best ads of the 21st century by the Gunn Report. The ad was conceptualized by Prasoon Joshi and directed by Madhvani. Speaking about how Joshi’s grand vision was executed, Madhvani said, “Its great working with Prasoon because he has a poet’s mind. It was meant to be a montage film and we had presented a commercial in Delhi which wasn’t a great commercial. And I had thought he would never give me Happydent. But it was really nice of him to trust me. I asked him if we could make a narrative film rather than a montage and he agreed. It was tough. The music was done by <keyword id="73991" type="PERSON" weightage="20" keywordseo="Shantanu-Moitra">Shantanu Moitra</keyword> and the song was sung by Kailash Kher. Composers Vishal-Shekhar were in the next studio. When the duo came to see the commercial, they said they wanted to be a part of it. So they ended up giving the Qawwali claps in the film,” added Madhvani with a laugh. He also shared the day after the ad was released, Madhvani visited the Ogilvy office and he got a standing ovation there. “That was a really sweet moment. Also, Sameer Suneja (who is now the global CEO of Perfetti Van Melle) really supported us. We showed him an 85 as well as a 60 seconder because originally it was originally supposed to be 60 seconds long. But after watching the 85 seconder, he said he did not want to watch the other version. It took a lot of courage from the client as well as from Prasoon to back the idea and back me. So I take no credit except for just made sure that I executed it in a cussed kind of way,” explained Madhvani. While the shoot was supposed to happen in some palace in Rajasthan, it finally happened in Panvel due to lack of funds. However, that hardly affected the final outcome and the ad is still one of Happydent’s most iconic ads.

I take no credit for the Happydent Palace ad, except for making sure I executed in a cussed kind of way: Ram Madhvani

<ul><li>This was the 10th edition of IAA's Olive Crown Awards.</li><li>The property is aimed at awarding campaigns that are talking about environmental threats.</li></ul>The <keyword id="1534752" type="COMPANY" weightage="20" keywordseo="International-Advertising-Association">International Advertising Association</keyword> (IAA) India Chapter presented the 10th edition of the Olive Crown Awards celebrating excellence in communicating sustainability. This first-ever award for ‘green advertising’ took on the aura of a ‘cause’ with corporates realizing the importance of differentiating themselves on the ‘green platform’ in an increasingly competitive environment. <keyword id="6395773" type="PERSON" weightage="20" keywordseo="aaditya-thackeray">Aaditya Thackeray</keyword>, Minister of Environment, Tourism and Protocol (Govt. of Maharashtra) also became a part of the awards last night to support the work being done in the industry to support green initiatives. Speaking about the initiative, <keyword id="599253" type="PERSON" weightage="20" keywordseo="Punit-Goenka">Punit Goenka</keyword>, President, International Advertising Association (IAA) - India Chapter and MD &amp; CEO, Zee Entertainment Enterprises Ltd. said, “We at IAA are extremely proud of Olive Crown Awards as an initiative. The overwhelming response received from the industry speaks a lot about the need of such initiatives in today's era. Apart from being the pioneer in recognizing creative excellence in sustainability, Olive Crown Awards as a property has also led to a mindset change in the approach taken by the marketers and advertising agencies while crafting strategic communication campaigns. I am very glad to note that this initiative has touched the 10 year milestone. I am very proud of the entire team at IAA, for their immense amount of energy and time invested in building this initiative and all the key initiatives which bring about a positive change for the industry and the society at large.” Mark Read, CEO, WPP appreciated the fact that Olive Crown Awards show the power of creativity and innovation for environment sustainability. <keyword id="4722871" type="PERSON" weightage="20" keywordseo="megha-tata">Megha Tata</keyword>, Chairperson IAA Olive Crown Awards said, ‘Today we celebrate a decade of communicating sustainability, a decade where we have brought sustainability to the forefront and on the agenda of both Marketers and Agencies alike. We have seen the conversation shift from doing something green to campaigns and brands vested in sustainability. We have seen this shift and are happy to have identified and led the way to acknowledge these initiatives. We have shown that we are not just custodians of our respective Brands but Custodians of Brand Earth’. <keyword id="1654102" type="PERSON" weightage="20" keywordseo="Andy-Puddicombe">Andy Puddicombe</keyword>, Andy Puddicombe, Former Buddhist Monk and Co-founder of Headspace, spoke about the importance of meditation and urged the audience to take out 5 minutes of the day for themselves and prioritize the mind. <keyword id="296247" type="PERSON" weightage="20" keywordseo="Kaushik-Roy">Kaushik Roy</keyword>, Past President IAA, expressed pride of being President IAA during the conceptualization of the Olive Crown Awards, fondly mentioned that if IAA Olive Crown was a tree it would be big today. Prasoon Joshi, Chairman of the Central Board of Film Certification and CEO of McCann World group India, reminded us of the fact that while it is a great initiative we must imbibe and live by the values. He recited a poem he had written on Water. Olive Crown Winners 2020: 
 
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IAA awards the green crusaders of advertising with the Olive Crown Awards

<ul><li>The stand-in finance minister <keyword id="6355222" type="PERSON" weightage="20" keywordseo="piyush-goyal">Piyush Goyal</keyword> took time in the middle of his speech to praise a recent blockbuster, <keyword id="71431" type="CITY" weightage="20" keywordseo="Uri">Uri</keyword>. </li><li> “Single window clearance for ease of shooting films, available only to foreigners, is now going to be made available to Indian filmmakers as well,” Goyal said. </li><li>Modi government’s affair with Bollywood is a recent phenomenon. </li></ul>Budget 2019 had, possibly, the maximum reference to Indian showbiz of all the finance bills presented in the country’s history. To start with, the stand-in finance minister Piyush Goyal took time in the middle of his speech to praise a recent blockbuster, Uri, which glorified the Narendra Modi government’s decision to conduct ‘surgical strikes’ into Pakistan-occupied-Kashmir. He then went on to solicit Bollywood’s love with a change in rule, which should not have been there in the first place. “Single window clearance for ease of shooting films, available only to foreigners, is now going to be made available to Indian filmmakers as well,” Goyal said. And that was not all. He also said that “regulatory provisions will rely more 14 on self-declaration. We will also introduce anti-camcording provisions in the Cinematograph Act to control the menace of piracy.” Goyal also highlighted how the government pushed for a lower tax on cinema tickets through the GST (goods and services tax) Council. Let’s look at how the relationship has evolved in the last four and a half years. It’s showtime Modi government’s affair with Bollywood is a recent phenomenon. In fact, in the first three years of the regime, the government’s relationship with the film industry was rather tenuous. One of the government’s appointees, the former chairman of the film certification board, the CBFC, Pahlaj Nihalani was a big thorn in the flesh for the country’s film industry. He infamously took the moral high ground and censored multiple films, most famously Anurag Kashyap’s Udta Punjab. Even after the Bombay High Court <a href="https://www.indiatoday.in/movies/bollywood/story/udta-punjab-latest-dveelopment-cbfc-bombay-high-court-verdict-censor-board-13840-2016-06-13">struck down</a> the CBFC demand for cuts in the film, Nihalani <a href="https://www.huffingtonpost.in/2016/06/14/pahlaj-nihalani_n_10451088.html">said</a> , “the door for films with obscene and vulgar content.” Despite the fans’ anger and the industry’s anguish, he remained the chief of the ‘censor board’, as CBFC is colloquially known in India, for 2 years, while <a href="https://www.youtube.com/watch?v=bP-l_JY2Vng">he intermittently flattered the </a>government and the prime minister. Not just the working professionals in Bollywood, the government faced a severe backlash from the students of cinema too. In 2017, Gajendra Chauhan’s appointment as the chairman of Film and Television Institute of India (FTII), triggered <a href="https://indianexpress.com/article/opinion/columns/the-problem-with-gajendra-chauhan/">a huge uproar</a>. Students <a href="https://indianexpress.com/article/india/india-news-india/ftii-students-call-off-hunger-strike-to-attend-classes-wont-engage-with-govt/">went on a protest</a>, that even turned violent for a bit, saying Chauhan was qualified to lead a reputed institution like the FTII. The students, who alleged that Chauhan’s appointment was a political move and not based on merit, found vindication when Chauhan <a href="https://indianexpress.com/article/india/im-a-bjp-soldier-will-do-whatever-is-assigned-gajendra-chauhan-4553227/">said</a>, “I am a BJP soldier and I will do whatever is assigned any duty assigned to me.” However, things turned for the better in 2018. Firstly, the new CBFC chief, the accomplished writer and lyricist Prasoon Joshi, has cannily handled the two divergent groups-- the government and the film industry. Secondly, some members of the film industry also served the government well. Two films released towards the end of 2018 were just what prime minister wanted, months before seeking re-election. The first film, <a href="https://www.businessinsider.in/accidental-prime-minister-is-at-the-epicenter-of-a-massive-political-controversy-in-india-just-with-its-trailer-launch/articleshow/67286606.cms">The Accidental Prime Minister</a>, was based on a revelatory book about all the corruption scandals of the previous government led by the Congress. It was the country’s first biopic made on a living prime minister, and showed the Manmohan Singh administration in poor light, and deservedly so, as many would argue. However, that government was voted out in 2014. The other movie of 2018, which helped the cause of the Narendra Modi government, was the slick story of border conflict, Uri. <a href="https://economictimes.indiatimes.com/magazines/panache/budget-2019-piyush-goyal-all-praise-for-uri-in-parliament-says-the-josh-was-unmatched/articleshow/67789368.cms">The movie was a hit</a>,and it allowed the government to revive nationalistic sentiments that are directly proportional to the amount of hate for Pakistan. A little gratitude for pliable filmmakers was probably in order. Who knows, others may fall in line too. See also : <a href="https://www.businessinsider.in/budget/news/budget-2019-live-updates/liveblog/67784324.cms">Budget 2019 Highlights and News Live: Proposal: no tax on income up to ₹5 lakhs</a> <a href="https://www.businessinsider.in/explainer-the-modi-governments-pension-scheme-for-informal-workers/articleshow/67790926.cms">Explained: The Modi government’s pension scheme for informal workers</a>

Modi government’s new found love for Indian Cinema

<img class="gwt-Image" src="/photo/54289244.cms" style="width: 800px; height: 600px;" /> 
 
 Having been overtaken by <keyword id="6354743" type="COMPANY" weightage="20" keywordseo="Amazon-India">Amazon India</keyword> earlier this year, e-commerce company <keyword id="541988" type="COMPANY" weightage="100" keywordseo="SnapDeal">Snapdeal</keyword> has gone for a massive brand identity overhaul. The rebranding will see Snapdeal unveil a new logo with the new vermello colour along with a new tagline, "Unbox Zindagi”. Highlighting the philosophy behind the brand re-positioning, <keyword id="219793" type="PERSON" weightage="20" keywordseo="Kunal-Bahl">Kunal Bahl</keyword>, Co-founder and CEO, Snapdeal, said, “Snapdeal will be the platform that will enable users to unlock their aspirations. That is why we are moving the narrative to the users and to their desire to upgrade to a better life. With this new positioning, we also focus on the next phase of our growth, as we seek to engage with the next 100 million online shoppers from all parts of an increasingly connected India.” Snapdeal is backed by SoftBank Corp, Foxconn and Alibaba Group¬, the country's online retail market has been estimated to grow at a slower pace compared to key rival China. In a report released earlier this month, Kotak Institutional Equities estimated gross sales or the value of merchandise sold on ecommerce platforms, referred to as GMV, to reach $28 billion by 2020. With Amazon India overtaking the company and <keyword id="6354742" type="COMPANY" weightage="20" keywordseo="Flipkart">Flipkart</keyword> still at top position, Snapdeal will have to make an impact if the company wants to move ahead in the sector. 
For the new look, design and feel, the company engaged London¬ based DesignStudio, the lyrics of “Unbox Zindagi” have been written by Prasoon Joshi himself and soundtrack has been done by Shankar, Ehsaan &amp; Loy. Rohit Bansal, Co-founder Snapdeal, said “Our new logo is visualized from the perspective of the happiest moment for an online buyer i.e. when she receives her ‘box’. We understand that every box that we deliver contains not just a product but represents a new opportunity, an aspiration or the start of a journey for our consumers. Our entire new brand identity right from the brand mark to its extensions, reflects the box – a representation of untold potential and possibilities.” 
Clearly, the e-commerce segment has become highly competitive and in order to survive the cutthroat environment companies will have to revamp. While a new brand identity at this point can give a long term benefit, the change is also ahead of the festive season which is usually most lucrative period for the online commerce companies.

Snapdeal gets a brand new brand identity

<img class="gwt-Image" src="/photo/52935361.cms" /> 
 
Deodorants, cars and even cement, Indian advertisement industry has been showing off good looking women showing off their sex appeal in several advertisements, when the products being advertised have nothing to do with them. However, this kind of objectification of women will be stopped now, at least from one brand, which is known to display women willing to do anything to get the attention of its users. 
 
Unilever, which is world's second biggest advertiser and owner of the Axe brand of deodorants, has announced that it will be dropping all kind of sexist stereotypes from its ads around the globe, while adopting a new outlook for its commercials. 
 
"While older advertisements have cast women in pursuit of Axe men, a new Axe campaign - 'find your magic' - represents a world in which genuine connection beats conquest and will be launched in India too," Unilever EVP global marketing, Aline Santos told <a href="http://economictimes.indiatimes.com/industry/services/advertising/no-more-sexy-swooning-women-in-ads/articleshow/52930805.cms">ET</a>. 
 
As per Santos, the new ads will be showing the "modern, relevant, genuine world of attraction - the true magic that happens between two equals". 
 
Does this mean that customers around the globe, and in India, are finally trying to find some sense by not wanting to see women being objectified in advertising? 
 
It was in March this year that Nando’s, a global restaurant chain, ran into trouble when it used 'shock' advertising in one of the ads that read: 'We don't mind if you touch our buns or breasts or even our thighs. Whatever you're into, enjoying any Nando's meal with your hands is always recommended.' Even the headline, which said, “Try something you can grab with both hands” was not far behind when it came to double-meaning objectification. 
 
They had to issue a public apology almost immediately after the ad shook the world and people demanded an explanation behind this. 
 
As per marketers, the need to throw this trend away can be cited to both one’s consciousness and the requirement of this change. "One, there is a degree of voluntary consciousness now about showing often insensitive gender stereotypes across categories. Second, there's the fear of almost immediate backlash on social media. That wasn't the case earlier," said Santosh Desai, MD of Futurebrands. 
 
The trend of not using women in ads just for the sake of glamour has reached to a level that ad agencies are enforcing these new values even if their clients want to put these eye-grabbing tactics to use. McCann Worldgroup Asia Pacific chairman Prasoon Joshi said: "We are instilling into our teams in the early stages of training itself about what's acceptable and what's not. Any kind of insensitive stereotyping - gender-related or otherwise - isn't just acceptable." 
 
Anuradha Aggarwal, CMO at Marico, which acquired Set Wet from Reckitt Benckiser four years ago told ET that "Set Wet in the past did have communication that was chauvinist in nature. Since our acquisition of the brand, there has been a conscious attempt to alter that positioning." 
 
As per concerned officials, Engage, another unisex deodorant brand from the house of ITC, has consistently stood for 'equality' in a man-woman relationship. "The brand has depicted a couple's romantic relationship in a manner that's playful and equal. We have ensured that our communication does not depict women in a manner that is demeaning, objectifying or sexist," said an ITC spokesperson. 
 
As per data, only 2% ads show women as intelligent, something which over 40% women don’t identify with, hence the change is required; because advertisement is an industry that can’t function without appealing to users around the globe. 
 
"It is a journey that will take time to implement across all our brands and markets, and to which we are committed," Santos added. 
 
<a href="https://www.youtube.com/watch?v=Cq6spjhirJ0">Image source</a>

Say goodbye to skimpily dressed, sexy women in TV ads who were there just to grab attention

<h1>
	<a href="http://www.youtube.com/watch?v=q4p9RD-Fm8c" target="_blank"><img alt="coke-TVC" class="size-full wp-image-39943" height="271" src="http://www.bestmediainfo.com/wp-content/uploads/2014/03/coke-TVC.jpg" width="480" /></a></h1>
 The brand universally synonymous with happiness, <keyword id="6391475" type="CITY" weightage="80" keywordseo="Coca-Cola">Coca-Cola</keyword>, gives a refreshing new twist to 'Open Happiness' and urges consumers to revel in the joys of life, big and small. The latest campaign, 'Chhoti ho ya badi, har khushi mein Coca-Cola', features new brand ambassadors Deepika Padukone and <keyword id="5015" type="PERSON" weightage="40" keywordseo="Farhan-Akhtar">Farhan Akhtar</keyword>. As an extension of Coke's earlier 'Open Happiness' campaign, this one also looks at finding the smaller joys of life.

	Conceptualised by McCann Erickson, the campaign finds Deepika and Farhan interacting in everyday situations. Based in a rural environment, the company hopes that the campaign will resonate with the masses and place Coca-Cola firmly as the fastest growing soft drink brand.
 Debabrata Mukherjee, VP - Marketing &amp; Commercial, <keyword id="6385848" type="COMPANY" weightage="80" keywordseo="Coca-Cola-India">Coca-Cola India</keyword>, said, "Coca-Cola is a brand that stands for optimism and happiness. With our new campaign, 'Chhoti ho ya badi, har khushi mein Coca-Cola', we have translated the brand's happy energy into a series of commercials which capture the essence of finding moments of joy in our day-to-day lives. The language is very colloquial, the situations are everyday, so that every consumer in India can relate to it and feel happy about the celebratory situations. The message is very simple - celebrate your moments of happiness, small or big, with a bottle of Coca-Cola."

	Mukherjee added, "We are very happy to have both Farhan Akhtar and Deepika Padukone join the Coca-Cola family. Our communication for Coca-Cola this year focuses on reaching the masses and both Deepika and Farhan slipped into the roles of 'everyday people' with great ease. They are great role models and very inspirational for millions across the country."

	<a href="http://www.bestmediainfo.com/wp-content/uploads/2014/03/coke-logo.jpg"><img alt="coke-logo" class="alignleft size-full wp-image-39946" height="66" src="http://www.bestmediainfo.com/wp-content/uploads/2014/03/coke-logo.jpg" width="200" /></a>The campaign opens with Deepika Padukone missing the bus to her college. She is visibly angry since she thinks if she misses her exam she would be married off and would have to be in the kitchen all the time. Farhan Akhtar, who has been listening to the conversation between Deepika and her friend, takes a sip of Coke and quickly jumps into action. He takes his rickshaw and asks her to hop in. As they overtake the bus while enjoying the ride, the Coke song plays. He drops Deepika at the college gate and tells her that whatever he does, he won't make her stay in the kitchen all the time. The TVC ends with the voiceover declaring: "Khushi chhoti ho ya badi, har khushi mein Coca-Cola" (Be it a small or big happiness, for every happiness there is a Coca-Cola).
 Scripted by Prasoon Joshi, CEO and Chief Creative Officer, McCann Worldgroup India, the campaign has been produced by Guneet Monga's <keyword id="2096886" type="UNKNOWN" weightage="40" keywordseo="Golden-Gaddi-Films">Golden Gaddi Films</keyword> and directed by acclaimed director Anurag Kashyap. The music of the campaign has been created by <keyword id="718705" type="UNKNOWN" weightage="40" keywordseo="Mikey-McCleary">Mikey McCleary</keyword> and Vishal Khurana.

	The campaign will be extended to OOH, digital, behind the label promotion, point of sale merchandise and on-ground initiatives for various key markets.

	Joshi said, "The concept of happiness is universal, and the joy that one look or a smile from that special someone invokes is universal and not constrained by demographics. Similarly, Coca-Cola delivers the promise of happiness universally; whether you are in a small town or a metropolitan city, you can celebrate the little joys of life with a refreshing bottle of Coca-Cola. It's this thought that served as the inspiration for this campaign. We have Farhan Akhtar and Deepika Padukone, two young and highly successful actors who have captured the imagination of the whole country, essaying characters that you and I could bump into on the streets of Chandigarh or Allahabad or any other city."

	Anurag Kashyap, who has directed the campaign, said, "The campaign pays ode to the ethos of brand Coca-Cola of celebrating moments of joy, no matter how big or small. I loved the concept of putting the cosmopolitan and glamorous Deepika and Farhan in extremely rustic scenarios that appeal to masses. The campaign is very fun, happy and bubbly, just like the effervescence unique to Coca-Cola."

	Newly appointed Coca-Cola brand ambassador Deepika Padukone commented, "When I think of brand Coca-Cola the feeling of optimism and joy immediately resonates. I have been a huge fan of Coca-Cola, one of the most aspirational and iconic brands in the world and I am glad to have finally got the opportunity to be associated with it. I have thoroughly enjoyed this experience and working with Farhan, Prasoon, Anurag and the entire team at Coca-Cola has been absolutely incredible. The beauty of brand Coca-Cola is the fact that it stands for values, which are very simple yet very powerful."
 <keyword id="28751" type="UNKNOWN" weightage="80" keywordseo="Farhan-Akthar">Farhan Akthar</keyword> added, "What stands out about brand Coca-Cola is its universal appeal. No matter where in the world you are, Coca-Cola is synonymous with celebration and joy. I am extremely excited to partner with Coca-Cola and to bring this joy to millions of consumers across the country. The entire team behind this campaign has made the experience tremendously enriching for me. I had a wonderful time shooting for the campaign which has given me an opportunity to portray a distinctly new character."

	The TVC: 
 
<iframe allowfullscreen="" frameborder="0" height="315" src="//www.youtube.com/embed/gRtuHPuWUt8" width="420"></iframe> 



	Credits:

	Client: Coca-Cola India

	Agency: McCann Ericksson

	Creative Team: Prasoon Joshi, Pradyumna Chauhan - NCD

	Account Management: Alok Lall, Sarthak Sharma, Onkar Chand

	Account Planning: Jitender Dabas, Vibha Gupta

	Production House: Golden Gaddi

	Director (film): Anurag Kashyap

	Music: Mikey McCleary and Vishal Khurana
 
Courtesy: <a href="http://bestmediainfo.com" onclick="window.open(this.href, '', 'resizable=no,status=no,location=no,toolbar=no,menubar=no,fullscreen=no,scrollbars=no,dependent=no'); return false;">Bestmediainfo</a>

Coca-Cola Unveils New 'Happiness' Campaign That Celebrates Life's Joys, Big Or Small

<img class="gwt-Image" src="/photo/34032916.cms" />NEW DELHI: Less than a month after the big-bang release of its poll anthem, BJP has quietly dropped the campaign song as its over-the-top projection of <keyword id="6354477" type="PERSON" weightage="40" keywordseo="Narendra-Modi">Narendra Modi</keyword> was found to be an aggressive overkill. 
 The anthem’s lines spoken by Modi — “main desh nahin jhukne dunga ... main desh nahin mitne dunga (I will not let the nation bow down/be rubbed out)” — are seen as needlessly dire and apocalyptic. “The suggestion that the nation faces a threat to its existence is unwarranted. Getting Modi to speak the lines was also not a good decision as he comes through in ‘hard’ tones,” said a <keyword id="6356617" type="POSITION" weightage="40" keywordseo="bjp-leader">BJP leader</keyword>. 
 
Party sources said Modi’s team had not been fully comfortable with the anthem’s pitch and formulation but had gone along with the assessment of the central campaign managers. By mid-April — the anthem was released on March 25 — there was a fairly wide consensus in the BJP brass that the theme needed to be further tweaked by projecting Modi in softer hues. 
 The Gujarat CM has taken the call himself, deciding to avoid a polarizing approach in his campaign in north Bihar, despite some BJP leaders feeling a political point could be made on JD (U) <keyword id="53129" type="POSITION" weightage="40" keywordseo="candidate">candidate</keyword> Akhtarul Iman retiring from the fray in Kishanganj to facilitate “Muslim unity” against BJP. 
 
The saffron campaign is now expected to further elaborate on the “Modi aa gaya” theme with specifics like his pitch for “minimum government, maximum governance”. 
 
<img class="gwt-Image" src="/photo/34032845.cms" /> 
 
Modi’s recent campaign pitch, seeking 300 seats for NDA, aims at pulling in the floating vote while ensuring that supporters are motivated to turn out and vote. 
 
BJP managers, wary of criticism that the party is indulging in triumphalism, are concentrating on specific messages like “beti bachao, beti padao (save the girl child, educate her)” and job-oriented economic growth. 
 
It was also felt that a strongly negative campaign against the shortcomings of the ruling UPA had served its purpose and with feedback indicating a pro-Modi mood, the message now needs to be a lot less darker. 
 
The first hint that the anthem, composed by Prasoon Joshi and sung by Sukhwinder, may need to be altered came when BJP’s campaign advertisements were edited to retain only the lines spoken by Modi. 
 But these too have been withdrawn as the BJP’s prime ministerial candidate focuses on “positive” change as the 2014 <keyword id="6355187" type="ORGANIZATION" weightage="40" keywordseo="Lok-Sabha">Lok Sabha</keyword> election moves into its last phases with Modi seeking a clear mandate from voters. 
 
BJP leaders involved in planning Modi’s campaign said the party was making a big effort to “tap the vote” through booth level organization and using call centres to monitor voter response to the party’s poll pitch. 
 
In UP, for example, some 50-odd cells have been formed to coordinate various aspects of the campaign ranging from dispatch of video raths and identifying constituencies and areas needing last minute attention by way of resources or campaigns.

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