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<ul><li>The mobile ad brings the <keyword id="10098835" type="UNKNOWN" weightage="20" keywordseo="virtual-inaugural-experience">virtual inaugural experience</keyword> to users on mobile. </li><li>It is creating a lasting impression with its unique storytelling. </li></ul><keyword id="4747401" type="PERSON" weightage="20" keywordseo="mCanvas">mCanvas</keyword>, the experiential storytelling ad platform for small screens, has recently created an interactive mobile ad for Rupa to promote the reopening of its physical retail Comfort Stores in Bihar, Rajasthan and West Bengal after the lockdown. Using the gyroscope and <keyword id="10098839" type="UNKNOWN" weightage="20" keywordseo="accelerometer-motion-sensors">accelerometer motion sensors</keyword>, the ad is engaging users creatively. Rupa, innerwear brand, wanted to promote the reopening of their physical retail Comfort Stores with an inauguration-style announcement through their ‘Udghaatan’ campaign. It was thus important for mCanvas to establish a strong emotional connection between the reopening of the store and beginnings of a new normal. Bringing this experience to users on mobile, the ad is enabling them to be part of the virtual inauguration, which involves the ribbon-cutting ceremony and entry into the virtual store. The rich-media mobile ad opens to a copy ‘Hamari Nayi Shuruat ke Udghaatan Mein Aapka Swaagat Hai!’, with a visual of a red carpet leading up to a Rupa storefront and a ribbon in front of it. Instructing users to swipe across the screen to cut the ribbon, the ad then prompts users to physically take a step forward to enter the store. Using advanced motion sensors, as the user walks, the doors swing open, revealing the message ‘Jab milkar karenge nayi shuruat, toh phirse ban jayegi baat!’, along with the campaign video. The CTA ‘Locate Store’ directs users to the Google Maps app on their phone and displays the nearest Rupa Comfort Store. <div type="Youtube" id="D37A8caAo1E" title="mCanvas Storytelling Ads | Rupa Udghaatan | Scroller + Motion Sensors" thumbUrl="https://i.ytimg.com/vi/D37A8caAo1E/mqdefault.jpg"></div> Reaching over sixty thousand users, the campaign is witnessing an impressive engagement rate of 1.5%, which is over 7 times the 0.20% industry average for mobile banners. Users are spending over 8 seconds on average, engaging with the ad. Riki Chakraborty, Heading Digital Marketing, <keyword id="10098837" type="COMPANY" weightage="20" keywordseo="rupa-and-company-ltd-">Rupa and Company Ltd.</keyword> said, “Our customers are at the epicentre of our business and it was paramount for us to promote the reopening of our store with an ad that would involve them. Bypassing the limitations that the lockdown has imposed on us, we are glad that the innovative ad created by mCanvas enabled our audience to be part of this momentous occasion, virtually.” Mohit Chablani, Sales Head – South &amp; East, mCanvas concluded, “Our focus has always been on empowering brands to establish strong emotional connections with their customers with memorable storytelling ads. Integrating our creative solutions and motion sensors, we were able to build a virtual experience that created a lasting impression and delivered good campaign results.”

Here's how Rupa pulled off the virtual inauguration of its store

<ul><li><keyword id="4509405" type="General" weightage="20" keywordseo="vedant-fashions" source="Orion">Vedant Fashions</keyword>, owner of ethnic wear brand Manyavar, is all set to open its IPO from February 4 at ₹824-866 per share.</li><li>Shares of the company are already demanding a premium of ₹40 per share in the grey market.</li><li>However, analysts are not very confident about the company maintaining its profit levels in the coming years because of high margin and inflation pressure.</li></ul>If you are looking to invest in the upcoming initial public offering (IPO) of ethnic wear brand ‘Manyavar’, then you may want to know what analysts are suggesting before investing. Kolkata-based Vedant Fashions, which owns ethnic wear brand Manyavar, will open its IPO on February 4 and will close on February 8. The ethnic wear company sells its products through five brands -- Manyavar, Mohey, Mebaz, Manthan and Twamev. The company’s flagship brand ‘Manyavar’ is one of the famous brands known for wedding collections. However, buying clothes from a famous brand is not similar to buying shares of the same company. Before moving ahead, here’s how the company’s financials have behaved in the past three years. <div type="image" title="vedant 2" height="900" width="1200" msid="89299259" hostid="261"></div>The profit was impacted in FY21 due to the COVID-19 situation. Moreover, analysts are not very confident about the company maintaining its profit levels in the coming years because of high margin and inflation pressure. While Vedant Fashions gets pricing power over its products as the Indian wedding and celebration wear market is relatively less price-sensitive, pressure to maintain a high margin above 40% seems challenging, say analysts at Choice Broking. Analysts believe it is difficult to “maintain (margins) given the competition from the local retailers, online retailers and non-branded products and building inflationary pressure. Furthermore, business is highly concentrated on wedding and festival wear and thereby vulnerable to variations in demand.” “Thereby, we view the issue is aggressively priced leaving no margin of safety for investors,” said the report by the broking firm while it assigned ‘Subscribe with Caution’ rating for the IPO. A report by Anand Rathi Research pointed out risks like mounting competition in men’s celebration wear from Aditya Birla Fashion and Retail, Reliance, etc., keen competition in women’s celebration wear and slow-down in consumption. <table style="border-width: initial; border-style: none;"></colgroup><tbody><tr><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">Listed peers </td><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">Market cap </td><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">Share price as of Feb 2 </td></tr><tr><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">Page Industries </td><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">₹48,262 crore </td><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">₹43,269 </td></tr><tr><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">Aditya Birla Fashion &amp; Retail </td><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">₹28,978 crore </td><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">₹308 </td></tr><tr><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">Trent </td><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">₹24,512 crore </td><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">₹1,094 </td></tr><tr><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">Vedant Fashions </td><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">₹21,017 crore </td><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">₹866 </td></tr><tr><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">Lux Industries </td><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">₹8,641 crore </td><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">₹2,877 </td></tr><tr><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">V-Mart Retail </td><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">₹7,373 crore </td><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">₹3,735 </td></tr><tr><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">Go Fashion </td><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">₹5,638 crore </td><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">₹1,044 </td></tr><tr><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">Raymond </td><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">₹5,115 crore </td><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">₹768 </td></tr><tr><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">TCNS Clothing </td><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">₹4,589 crore </td><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">₹745 </td></tr><tr><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">Arvind Fashions </td><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">₹4,226 crore </td><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">₹319 </td></tr><tr><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">Rupa Company </td><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">₹4,134 crore </td><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">₹519 </td></tr><tr><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">Shoppers Stop </td><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">₹4,066 crore </td><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">₹371 </td></tr><tr><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">Kewal Kiran Clothing </td><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">₹1,419 crore </td><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">₹230 </td></tr></tbody></table>Source: BSE SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/startups/news/meet-maju-kuruvilla-the-new-indian-origin-ceo-of-fintech-startup-bolt/slidelist/89292220.cms">Meet Maju Kuruvilla, the new Indian-origin CEO of fintech startup Bolt</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/tech/enterprise/news/more-employees-are-leaving-tech-mahindra-than-tcs-and-wipro/articleshow/89291721.cms">More employees are leaving Tech Mahindra than TCS and Wipro</a>

Here’s why analysts are saying Manyavar’s IPO is heavily expensive leaving very little room for investor profit

The Supreme Court appointed high-level committee led by former Chief Justice RM Lodha on Tuesday found <keyword id="13886" type="ORGANIZATION" weightage="20" keywordseo="Chennai-Super-Kings">Chennai Super Kings</keyword> official <keyword id="1682587" type="PERSON" weightage="20" keywordseo="Gurunath-Meiyappan">Gurunath Meiyappan</keyword> guilty of betting during <keyword id="6354831" type="ORGANIZATION" weightage="20" keywordseo="Indian-Premier-League">Indian Premier League</keyword> season 6. 
 
Pronouncing the verdict, Justice Lodha said Meiyappan was found guilty of betting, whereas co-owner of <keyword id="13802" type="CITY" weightage="20" keywordseo="Rajasthan-Royals">Rajasthan Royals</keyword>, <keyword id="18641" type="PERSON" weightage="20" keywordseo="Raj-Kundra">Raj Kundra</keyword>, was found guilty of misconduct. 
 
Both the teams, Rajasthan Royals (RR) and Chennai Super Kings (CSK), have been banned from the <keyword id="6354312" type="CITY" weightage="20" keywordseo="IPL">IPL</keyword> for two years. 
 
It comes as a big decision because both CSK and RR are the top performing teams in the league and have won the tournament in past. Apart from the two team franchisees being banned from the tournament, the decision also affects all the stakeholders of the game including players, media, brands and sentiments of their loyal fans. Besides, the overall image of IPL as a tournament is also put under scanner. 
 
Sponsors? 
 
A large sum of money has been invested behind these teams, as brands have locked them in for sponsorships and media deals, for promotions across mediums. 
 
In 2015 alone, Rajasthan Royals grabbed 15 brand associations, of which three new brands came on board. It had had similar amount of brand associations during the last season. The new brands for Rajasthan Royals include Spice Mobiles, Kalasalingham University from Chennai and security firm CP Plus. Apart from this the team has 9 previous sponsors such as UltraTech, Rupa, Lawman Pg3, Mitashi, TCS, Kingfisher, Pepsi, Deakin University, ICE X and Kooh. 
 
On the other hand, Chennai Super Kings has been associated with brands such as India Cements, Aircel, Gulf Oil, Pepsi, Reebok and Usha. In 2015, FreeCharge and ShopClues.com also joined the brand wagon. 
 
Now, with the teams being taken off for a couple of years, what lies ahead for the brands? Saurabh Uboweja, CEO, Brands of Desire points out that the brands associated with the teams are at a lesser risk. "Sponsors will not be affected much and neither their equity will be diluted to a large extent as they have not done anything wrong. They have other options to endorse and will definitely go for other teams. While India Cements, that owns CSK, will be affected, but that too not in a large extent," adds Uboweja. 
 
To this, <keyword id="175362" type="PERSON" weightage="20" keywordseo="Harish-Bijoor">Harish Bijoor</keyword>, CEO, Harish Bijoor Consults finds that brands will be not be affected much. "It will be a short term loss for sponsors as their money to buy media will be affected, but not their brand equity. If not CSK or RR, they will be endorsing with someone else," adds Bijoor. 
 
A Tainted League? 
 
IPL is seen as the super bowl of India where brands partner with the teams to reach out to their target audience as the event cuts across the socio-economic categories. It is not the first time when the cases of corruption have come up in IPL. In past, players have been banned and teams have always been under scanner affecting IPL's image, so much so that in 2013, there were speculations that title sponsors Pepsi might walk out on the country's most lucrative sporting event. 
 
Now, as controversy strikes IPL back, how is the league going to maintain its equity? 
 
Bijoor finds that the decision will not affect IPL's equity as the tournament has been used to it. "IPL and controversy are no strangers. It all started with <keyword id="3257" type="PERSON" weightage="20" keywordseo="Lalit-Modi">Lalit Modi</keyword>, and has just paused at CSK and RR. The game and the tournament will not be affected," asserts Bijoor. 
 
Uboweja mentions that the decision is a bigger loss for IPL. "If instead some smaller teams would have been suspended, people would not have bothered but now they will again think IPL as tainted as it has completely lost its credibility," adds Uboweja. 
 
For the record, Indian Premier League viewership grew by 20% over the 2014 edition. The reach of the tournament also increased by 2% with first 45 matches having reached 182 million unique viewers this year.

IPL Verdict: Do Tainted Franchisees Belittle their Brand Partners and the League?

<ul class="summary-list"><li>Ophthalmologist Rupa Wong and optometrist Jenifer Bossert debunk myths about <a href="https://www.businessinsider.com/category/vision">vision</a> and <keyword id="573055" type="PERSON" weightage="60" keywordseo="eye-health">eye health</keyword>.</li><li>They debunk the <a href="https://www.businessinsider.com/category/myths">myth that</a> carrots improve your eyesight and reading in the dark damages your <keyword id="6526661" type="UNKNOWN" weightage="60" keywordseo="vision">vision</keyword>.</li><li>They also discuss the safety of <keyword id="54152" type="ORGANIZATION" weightage="60" keywordseo="Lasik">LASIK</keyword> eye surgery and the best practices for <a href="https://www.businessinsider.com/category/contacts">contact</a> use.</li></ul>The following is a transcript of the <keyword id="21654" type="COMPANY" weightage="60" keywordseo="video">video</keyword>. Rupa Wong: "If you cross your eyes, they'll stay that way." Man, that's an oldie but a goodie."It's OK to go swimming or take a shower in contact lenses."All right, everybody does it. But they really shouldn't."Styes are contagious."Jenifer Bossert: No!Wong: Not at all.Bossert: Styes are not contagious.Wong: And you don't get them from pools.Bossert: And you don't get them from rubbing your eyes.Wong: Doorknobs.Bossert: Kissing others. No, you don't get them from any of those things. Aloha, my name is Dr. Jenifer Bossert. I am the optometrist at the Honolulu Eye Clinic. I've been in practice for 30 years, and my specialty is contact lenses.Wong: And aloha, everyone. I am Dr. Rupa Wong. I am a board-certified ophthalmologist. I've been in private practice here in Hawaii for 13 years working alongside this wonderful lady here. I specialize in pediatric ophthalmology and adult strabismus.Bossert: And today we are here to debunk myths about vision. We're going to start off with debunking myths that we used to think were true."Reading in the dark or while lying down will damage your vision."Bossert: No, this is a myth. It does not damage your vision.Wong: And my oldest son reads in the dark all the time. My mother, obviously knows I'm an ophthalmologist, still comes to my house and tells me, "Your son should not read in the dark." Not true. Because people need good light to see better, they assumed maybe that when you're reading in the dark, because it is usually more challenging, maybe they thought that was straining your eyes. People confuse those issues with damaging your eyes."Eating carrots will improve your eyesight."Wong: I have actually just studied where the origin of this myth came from. It's really interesting. So, it was basically a campaign during World War II because the British air fighter pilots had this radar technology to be able to detect the German targets. But they didn't want the Germans to know that they had the radar technology, so they just said that their air pilots were eating a lot of carrots and therefore had good night vision.Bossert: How fascinating! See? I learned something today. I love it!Wong: Vitamin A is very important for the metabolism that's being performed in your retina.Bossert: A, C, E, magnesium, lutein, omega-3s, those are the common ones that we all consider important for optimum eye health.Wong: Zinc.Bossert: Zinc.Wong: All of these vitamins can help halt the progression of macular degeneration, but in the studies it didn't demonstrate any more effect for people like us, that don't have any macular degeneration."Wearing someone else's <keyword id="332" type="ORGANIZATION" weightage="60" keywordseo="Glasses">glasses</keyword> will ruin your vision." Wong: If a child, really younger than 13, is wearing someone else's glasses, it can ruin their vision if it is completely off. Because if it's promoting blurry vision, that's going to inhibit the growth of the connections between the eyes and the brain. So kids under 13, they are in a special period of their vision development called the critical period. So, absolutely, I never, ever recommend that children wear anybody else's glasses. But for adults, it's a little bit of a different story.Bossert: With adults, it isn't going to harm your eyes, but it can contribute to eye fatigue, eye strain, headaches. So, yes, we always encourage everybody to get their annual checkups, wear their own glasses, and keep them updated."Sitting too close to the TV is bad for your eyesight."Wong: Typically a parent wants their child to move back from the television, and it's a total myth.Bossert: And it doesn't harm an adult's eyes, either. So, when I have a parent ask me that in the exam, I encourage them to bring them in so that we can actually check their child and just see if it's a habit that the child has or whether they actually have an underlying nearsighted process occurring. If they're sitting too close to the television, then I'm concerned that maybe they've been developing nearsightedness. A young child doesn't know that that's happening.Wong: Just because your parents are nearsighted does not mean 100% you're going to be nearsighted. Several studies have shown that two hours a day of sunlight is helpful at preventing nearsightedness progression. So I always tell my patients to get outdoors, but it's not so easy in other parts of the country or world."If you cross your eyes, they'll stay that way."Wong: Man, that's an oldie but a goodie, I think.Bossert: I remember my grandmother telling me. We were out running around, and kids all playing, and my grandmother saying, "Your eyes are going to stay that way!"Wong: Of course, that is actually my area of specialty, is crossed eyes. That's what I do surgery for, to fix them. And I can tell you, I've never had to operate on anybody who crossed their eyes in intentionally and it got stuck that way. So that's a complete myth. Some people are born with it. We call that congenital esotropia. Typically, if you're born with it, you're born with crossed eyes. Sometimes people develop it because the eye is blind for whatever reason, a separate reason. So if they're young, then the eye tends to cross in with the blind eye. If they're older and they sustain some kind of trauma or injury to the eye to cause it to become blind, then the eye wanders out. 'Cause I've seen so many patients that have come from other eye doctors who have been told for years, No. 1, "Your insurance doesn't cover it." No. 2, "You're too old for this surgery." I've operated on a 95-year-old."Squinting is bad for your eyes."Bossert: We do know that when you squint, you tend to be able to see a little bit better when you're nearsighted. Something called the pinhole effect. So that could be how that myth got started. A parent might see their child squinting and then think that it was the squinting that actually caused the nearsightedness, but it was the opposite. The nearsightedness caused the squinting."You will become dependent on your glasses if you wear them too much."Wong: As someone who now has started to need reading glasses, it is really hard to not believe this myth. I, when I take my reading glasses off, I swear I could see the iPhone way better.Bossert: It's not that the glasses made your vision worse, it's just that your brain got used to having good, sharp vision when y ou put them on. So then when you take them off, your brain's like, "No! I want them back again! I like seeing clearly!" "You can't wear your <keyword id="572717" type="ENTERTAINMENT" weightage="60" keywordseo="contacts">contacts</keyword> if you have astigmatism."Bossert: This is definitely not true. I still hear that in this day and age, despite media campaigns, despite information dissemination. People still believe that if they have astigmatism, they won't be able to wear contact lenses.Wong: Or that they're going to have to be hard contact lenses.Bossert: Yes. Because 30 years ago, it was true, that really the only way that you could mask that astigmatism was to take a hard lens and put it on the eye. But now, daily disposables, I can correct 2.75 units of astigmatism, which is a lot. And in a reusable contact lens, I can go up to 5.75. I even have a brand-new option that if you are over 40 and need reading glasses, if you have astigmatism, you can even wear a bifocal contact lens that corrects for astigmatism now. But they are more difficult to fit because they interact with the eyelid, the shape of the eye. So sometimes we'll have to go through two or three lens designs to find the best one for the patient. But it's pretty rare that we can't find something in this day and age.Wong: Now we're gonna talk about myths we hear all the time."Staring at a screen all day will make your eyesight worse."Bossert: Well, the jury's still a little bit out on this one. Yes, anecdotally, we perceive that people that spend longer hours on a screen are the ones that are more likely to end up nearsighted. But studies don't prove that. And particularly with COVID, with COVID and homeschooling, online schooling, we've seen a huge increase in parents asking us, "Do I need to get my kid blue blockers?" Well, the answer is no. There was a small study that came out and said that, yes, it could help decrease fatigue. But, like any study, we need to take those small studies and turn them into large studies to really truly get facts and figures that hold out for the larger population. So when they redid the study, it came out 50-50. It just really wasn't proven to be statistically significant.Wong: And that's why we always recommend the 20-20-20 rule. People need to take breaks every 20 minutes for 20 seconds where they look at something 20 feet away."Only people with bad eyesight need eye exams."Wong: That is definitely a myth. There's all sorts of conditions that still you have.Bossert: Retinal holes, retinal tears, retinal detachments.Wong: That's another thing, where people always think, mistakenly, that they've had LASIK and as if LASIK has corrected their eyeballs. And it hasn't. It's just made their vision better. But they still have the pathology, the retinal issues, that they still require exams once a year.Bossert: People think that they're going to the eye doctor for their vision. Eye doctors would tell you that you're going to the eye doctor for your eye health. Because if you don't maintain the eye health, then you're not going to be able to maintain good eye vision for the 100 years that you're present on this earth."You won't get glaucoma if you have perfect vision."Wong: Glaucoma is something that's asymptomatic. So you can have perfect 20-20 vision and have the absolute worst end-stage glaucoma. Glaucoma is typically high pressure inside the eye, which causes damage to the optic nerve of the eye.Bossert: And in the beginning, there are no signs whatsoever. So really the only way that we can detect glaucoma is to come in for your annual eye examination. And there are a series of tests that we do in the examination itself that allow us to screen for glaucoma.Wong: So, when you catch glaucoma early, then we can start treatments earlier. And we can't reverse any vision loss or any optic-nerve damage, but we can prevent future damage from happening, or at least slow that progression down. So, we start with eyedrops. We can even do laser treatments, which help with that drainage system and bring the fluid down. And then if we need to, we escalate to glaucoma surgeries.Bossert: Myths from the internet. Let's do those next."It's OK to go swimming or take a shower in contact lenses."Wong: All right, everybody does it. But they really shouldn't. You can really develop blinding infections from tap water and from water that's in hot tubs.Bossert: 'Cause no matter what body of water we're talking about, they all have some bacteria in them, even tap water. Which, that bacteria that bothers our eyes doesn't bother our stomach, yet you don't want to have it in the eye. Yes, do we all wash our face and we get water in? We do. But the critical thing is that this particular bug, called pseudomonas, is small enough that it can embed itself in the pores, in the matrix of the contact lens. And then it gets on your eye, and it sits there, and it sits there, and it sits there, for all those hours that you have it on. And that's when the risk becomes high. 'Cause then you reach up and you rub, you disturb the top layer of cells on the eye. Now there's a little window for that bacteria to walk right into the eye. And unfortunately with pseudomonas, we don't have good treatment modalities. It's very resistant to the antibiotics that we have available to us. "Stress causes eye floaters."Wong: No.Bossert: No. Age causes eye floaters.Wong: And trauma. A floater is just, it's a vitreous detachment. And I tell my patients the vitreous is like Jell-O. When you get older, it starts to liquefy, and you get pockets, and dries up. And that's what causes separates from the inner lining, from the retina. And that then floats all around in your field of vision. But it's actually inside your eye. People think it's a cockroach, they think it's an ant. They try to swat it away. It's not any of those things, but it's an actual change in the anatomy of your eye. It's not caused by stress."LASIK surgery is not safe."Bossert: LASIK surgery is definitely safe. At this point, LASIK surgery's been around ... 35 years now? Yes. If you were to do a Google search that pulled up some of those early results, there were definitely instances where there were cases of blindness. A lot of that was changed by further advancements in the technology, different ways to make the flap. So now, in this day and age, I would say that LASIK surgery is perfectly safe. That said, there is no surgery for any body part that doesn't come with a risk of complications. Like, any body part. You want the doctor that's doing the procedure on a weekly basis. You don't want the doctor that's doing this once every three or four months."Styes are contagious."Bossert: No.Wong: Not at all.Bossert: Styes are not contagious.Wong: And you don't get them from pools, public pools.Bossert: And you don't get them from rubbing your eyes.Wong: Doorknobs.Bossert: Kissing others. No, you don't get them from any of those things. Just like some people can have more oily skin or more dry skin.Wong: I describe it kind of like a pimple.Bossert: The contents in the oil gland can be different consistencies. So if you tend to have that heavier, thicker oil inside the gland itself, then you can be more prone to getting them.Wong: And usually what we want to do is heat. A lot of heat is going to help it drain. Pink eye is contagious. What most people think of as pink eye is viral conjunctivitis. Sometimes it can be bacterial conjunctivitis. Viral conjunctivitis is really, really contagious. That you do get from doorknobs and the surface of objects.Producer: Is it possible to get pink eye if you, like, fart in someone's face?Wong: Is that something people think?Producer: Yeah. Not true.Wong: Not true. What I hope people take away from this video is that they get their annual eye exams, they don't equal good vision with eye health, that they take their contact lenses out when they sleep and they shower, and that they follow the 20-20-20 rule.

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