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<ul><li>Pepsi is all set to celebrate the week of love with a twist. </li><li>As Valentine’s Day approaches us, Pepsi has unveiled a fun and quirky digital film featuring brand ambassador, <keyword id="6354583" type="General" weightage="80" keywordseo="salman-khan" source="Orion">Salman Khan</keyword>. </li><li>He urges the young generation to live their life on their own terms and revel in their singlehood status with swag.</li></ul>As a culture curator and youth focused brand, Pepsi is all set to celebrate the week of love with a twist. Ahead of Valentine’s Day, Pepsi has launched a fun and quirky digital film featuring Bollywood superstar and brand ambassador, Salman Khan that encourages the youngsters today to own their singlehood with SWAG. In its quintessential and irreverent manner, the brand unveiled a limited edition set of ‘Swag Se Solo’ cans giving its consumers an ultimate symbol of carrying their singleton status on their sleeves. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> According to a recent poll that was conducted by brand Pepsi on a popular social media platform, more than 80% people mentioned that they would be single this year on Valentine’s Day. Hence the campaign urges the young generation to live their life on their own terms and revel in their singlehood status – without paying attention to the societal pressures that this day encompasses. In the film which empowers singles across India, Salman Khan urges youngsters to fall in love and make a commitment to themselves. He further nudges them to take themselves out for dinner, eat their favorite dish and buy flowers/ chocolates for themselves. Salman is seen talking to the confident generation of India as he says, ‘Is Valentine’s Day, apne aap ko single mat bolo. Tum ho Swag Se Solo!’ Speaking on the launch, Saumya Rathor, Category Lead, Cola, PepsiCo India, said, “Over the years, Pepsi has had its pulse on the ever-evolving beliefs and feelings of the younger generation. Keeping this in mind, this Valentine’s Day, we are excited to put forward a unique twist to what is traditionally seen as a week of celebrating couples. The brand endeavors to empower the singletons and not bow down to the peer pressure that they may feel. The intent is to urge the youngsters to have a relationship with themselves that is filled with self-confidence, unshakeable self-belief and irrefutable SWAG.” Commenting on the digital film, Brand ambassador and Actor, Salman Khan, said “The Swag Se Solo ideology resonates strongly with me and the generation of today, who are confident, have the right attitude and don’t shy away from being who they really are. The launch of this new campaign is close to my heart given its intention of empowering youngsters and thereby celebrating the youth of today.” The limited-edition Pepsi cans are available across select retail stores and e-commerce channels till February to mark the occasion of Valentine’s Day.

Salman Khan and Pepsi encourage the youth to own their singlehood with swag ahead of Valentine's Day

<ul><li>Over the years, Pepsi has gone through several brand transformations to stay relevant.</li><li>We try to dissect GenZ and Millennials’ behaviour with a brand that has catered to young generations since its inception.</li></ul>North-American beverage and snacks maker PepsiCo started its operations in India in 1989. Since then, many companies have launched in India. A few evolved with the changing tides and some failed to keep up with the curveballs in the shape of competition, macro-economic factors, technology and the ever-changing consumer behaviour and eventually, withered away. So, what has helped a traditional multi-corporation like PepsiCo and its flagship brand Pepsi avoid aging and stay young in a volatile environment? Clever advertising and marketing techniques. “The brand has always had its finger on the pulse of pop culture, and in turn, appealed to today’s generation through content which is relatable to them. Extensive consumer research over the years has helped us stay ahead of the curve and tell stories that resonate with them - whether it is through Bollywood, music or cricket. We have focused on creating engaging and relatable content for consumers around these passion points as we truly believe it is about creating content which they can interact with,” said a PepsiCo India spokesperson. Today, Pepsi is known as a brand that celebrates the sizzling swag of India’s youth. It reflects how GenZ and Millennials are armed with self-belief and confidence. Pepsi has gone through several brand transformations. Its iconic Dil Maange More where the cricketers would quench their thirst with a cool can or a young Shahid Kapoor or Shahrukh Khan would request for just one more sip of Pepsi won our hearts in the late 90s. Dil Maange More campaign also featured Rani Mukherjee, Kajol, Preity Zinta. <div type="Youtube" id="Aog_A-lqla4" title="Dil Maange More - Pepsi (shahid,rani,srk,kajol)" thumbUrl="https://i.ytimg.com/vi/Aog_A-lqla4/mqdefault.jpg"></div> <div type="Youtube" id="rgWHfgGL244" title="Pepsi- Yeh Dil Maange More" thumbUrl="https://i.ytimg.com/vi/rgWHfgGL244/mqdefault.jpg"></div> Another catchy but short-lived campaign that Pepsi came up with, in 2006 was ‘Oye Bubbly,’ which was also conceptualised by JWT. <div type="Youtube" id="pstROq1bdFA" title="Oye Bubbly video- Pepsi Ad- Shahrukh khan" thumbUrl="https://i.ytimg.com/vi/pstROq1bdFA/mqdefault.jpg"></div> In 2013, Pepsi changed its tagline to ‘Live it Abhi’ to encourage the youth to live in the moment. It featured Ranbir Kapoor, Anushka Sharma and Virat Kohli. <div type="Youtube" id="sLgWCwuHtS4" title="Pepsi – Time to Dikhao #LiveItAbhi" thumbUrl="https://i.ytimg.com/vi/sLgWCwuHtS4/mqdefault.jpg"></div> <div type="Youtube" id="hbOc01dx_W0" title="Pepsi – Crash the Pepsi IPL" thumbUrl="https://i.ytimg.com/vi/hbOc01dx_W0/mqdefault.jpg"></div> The tagline was tweaked to ‘Oh Yes Abhi!’ to represent the young, impatient audience, who believe in taking an action ‘now.’ It onboarded Priyanka Chopra Jonas and Mahendra Singh Dhoni to revamp its proposition. <div type="Youtube" id="goBKNZJYjNo" title="Pepsi IPL Oh Yes Abhi Priyanka Chopra Film" thumbUrl="https://i.ytimg.com/vi/goBKNZJYjNo/mqdefault.jpg"></div> In 2017, Pepsi changed its tagline to ‘Socha nahi ji gaya, Pepsi thi pi gaya.’(Didn’t think as I lived the moment, there was Pepsi so I drank it). <div type="Youtube" id="uzQEuGymtCU" title="Socha Nahi Ji Gaya – Fast Forward" thumbUrl="https://i.ytimg.com/vi/uzQEuGymtCU/mqdefault.jpg"></div> Pepsi’s summer bottle during this campaign was packed with a few popular words that the millennials used then such as #Swag, #Aande, #Bajao, #Boldaal, #Muah, #Fastforward, #Gatecrash, #Bawaal, #Kalti, #Wingit, #Panga, #Gocray and cuts across most Indian languages with expressions like #Joot, #Dhool, #Semma, #Takkaru, #Gethu and #Jollu in Tamil, #Flat, #Fatafati, etc. <div type="image" title="Pepsi muah" msid="81573608" hostid="261"></div> <div type="image" title="pepsi kalti" msid="81573617" hostid="261"></div> Pepsi’s campaigns are known for its star-studded ensemble cast. It has tried to feature country’s most-sought-after youth icons over the years. It also changes its packaging to reflect the pulse of the country. From changing its typography from minimalism to elaborate, in the last year, the brand has changed its marketing efforts to position itself as a ‘cool’ brand that drips swagger in every drop Under its latest campaign, Pepsi has worked with Tiger Shroff, Disha Patani, Badshah and most recently Salman Khan. It has also tweaked its packaging to connect with younger generations by incorporating its tagline ‘Har Ghoont Mein Swag.’ <div type="image" title="Pepsi swag bottle" msid="81573622" hostid="261"></div> With summer approaching in different parts of our country, Pepsi launched a new campaign with brand ambassador Salman Khan. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> On what inspired the brand to onboard Khan as its brand ambassador, the spokesperson said, “Salman Khan’s effortlessly cool attitude enables today’s generation to relate with him strongly and he resonates with the word, SWAG, in a way no one else can. He is known to have a strong connect across generations and genders, and his popularity, mass appeal and connect with the Indian audiences make him an ideal fit for a brand like Pepsi.” <cmsannotation type="cmsannotation" annotationid="Understanding GenZ and Millennials" text="Understanding GenZ and Millennials">Understanding GenZ and Millennials</cmsannotation> GenZ is said to have the attention span of a gnat, which is less than 8 seconds and Millennials have an attention span of goldfish. At the same time, they are becoming more aware of how advertising works and are able to separate grey from black. India also has the largest population of young people, making them an important target group for marketers. So, we asked Pepsi about the youth’s behaviour and what are some of the things that they expect from brands today. “In today's day and age, consumers expect their favorite brands to engage with them through meaningful experiences across different digital touchpoints. They no longer just want to buy things today but instead want to want to be associated with a brand’s identity - they want inspiration, emotion, drama, and an overall feel-good experience. Simply put, consumers want to step away from an interaction with a brand, feeling like they have gained something. It is no longer about a one-way presentation of the brand’s core product offering but more about the dialogue that a brand can start and the emotions it can evoke. Brands which keep these factors in mind while communicating with consumers are more likely to receive higher consumer attention and engagement,” said the PepsiCo India spokesperson. The brand also keeps a close eye on social media trends. “Another important aspect which has helped us connect deeply with consumers is moment marketing. Today’s generation appreciates when brands share topical content and that is why we have an ‘Always On’ social media strategy for Pepsi. Lastly, apart from topical content, we also identify hero moments at the beginning of the year which we would like to leverage, which are usually tied in with our campaign for the year,” shared the spokesperson. <cmsannotation type="cmsannotation" annotationid="Getting back to normal" text="Getting back to normal">Getting back to normal</cmsannotation> After going through a dry spell last year due to the lockdown, Pepsi has seen its demand picking up in the last few months. “As people adapt to the new normal and step out of their homes, we are slowly seeing positive sale movements from dormant segments. We are looking forward to the recovery and the return of pre-covid trends, especially as the summer season approaches. The demand has been robust in the last few months and to improve it further, we implemented strategies like the introduction of friendship packs that helped consumers who were looking for convenient options for at-home consumption, mainly in urban markets. In fact, At-home demand for beverages was leading the recovery trend over the last few months and we are hopeful that it is only bound to scale up. Moving forward, convenience will continue to be driving factors as we ensure both large and small packs of products across our categories are always available to suit various occasions and consumers across the country,” said the spokesperson. During the lockdown, Pepsi also shifted its marketing monnies to digital media and is now slowly getting back to its 360-degree approach. The cola brand has constantly reinvented itself to create experiences that connect with consumer passions, be it Bollywood, Music or Sports and this year, it would continue to focus on the same areas. Sharing some of the focus areas for this year, PepsiCo’s spokesperson said, “Driving consumer awareness and engagement through effective advertising has always been our priority. In 2020, we launched digital-first campaigns given online content consumption was at an all-time high. This year, with the external environment slowly opening up, our intent is to elevate our marketing game a notch higher to create a 360-degree surround. We will be pivoting our brand communication across mass pillars of choice like entertainment, sports, music and gaming through multiple mediums to reach consumers across the country. While we shall continue to leverage digital platforms, we shall also leverage other mediums especially TV and outdoor as they are gaining prominence.”

How Pepsi continues to stay relevant and connect with every generation

<ul><li>A 360-degree campaign will be launched in 2020 to ‘reflect the self-confidence of today's youth’.</li><li>Pepsi will be launching its association with Salman Khan by tying up with Dabangg 3.</li><li>According to industry sources, the deal was finalised at Rs 15 crore. </li></ul>From Disha Patani to Tiger Shroff, Pepsico has consistently partnered with artists and new age icons over the years. However, this time, the cola brand has on-boarded Salman Khan – a 54-year-old star – who is the most expensive brand endorser after Virat Kohli. According to industry sources, the deal was finalised at Rs 15 Crore. In 2019, Pepsi’s core target audience has been the Indian youth. It was one of the first few brands to experiment with TikTok for its campaign ‘Har ghoonth main swag'. During the IPL season, Pepsi became the first brand in India to appoint an 87-year-old Charulata Patel, who has a viral internet star, as its brand ambassador. Through its campaigns, the brand has proven that age is just a number. According to Pepsi, this time too, a 360-degree campaign will be launched in 2020 to ‘reflect the self-confidence of today's youth in a manner that is as effortlessly cool as Salman.’ “We are excited to announce Pepsi’s collaboration with Bollywood superstar Salman Khan. Over the last year, SWAG has been the underlying message throughout Brand Pepsi’s campaigns, celebrating the innate self-belief of the Indian consumer today. In 2020, we look forward to building the brand’s Har Ghoont Mein Swag proposition with Salman in 2020,” said a Pepsico spokesperson. Khan will be next seen in the Dabangg franchise. Pepsi will be launching its association with Salman by tying up with Dabangg 3. This campaign will give consumers a sneak peek into what the Pepsi 2020 campaign will look like.

Pepsi gets a 54-year-old star, Salman Khan to target millennials

<ul><li>Thumbs Up had dropped Khan as its brand ambassador in 2016 for a younger star, Ranveer Singh. </li><li>He had also lost another endorsement Revital to a much younger icon and top cricketer M S Dhoni. </li><li>Khan’s Dabbang 3 is one of the most talked-about movies of the year, and Pepsi has tied up with it too. </li></ul> ‘Bollywood ka bhai’ <keyword id="6354583" type="UNKNOWN" weightage="20" keywordseo="salman-khan">Salman Khan</keyword> lost a lot after he was convicted of a hit and run case, back in 2002. One of them was a Thumbs Up brand endorsement. Coca-Cola which owns the brand, dropped him as its brand ambassador amid severe backlash. Yet, years later, Khan became the unceremonious King of cinema and they brought him back in 2012 — only to drop him again in 2016. Except this time around, he was not being a bad boy, but an old man. Thumbs Up, which had cashed in on his ‘macho image’ which is synonymous with the brand, wanted a ‘younger’ brand ambassador. They chose not to renew Khan’s contract and went with Ranveer Singh instead. As per reports, the brand wanted a star who had more appeal with ‘millennials’ — Singh’s forte. The very same year, Khan lost yet another endorsement — Revital — to a much younger icon and one of the top cricketers in the country, M S Dhoni. Luck turns around for Khan The 53-year old Khan has not lost relevance with his audience. This year, he delivered a superhit with Bharat which clocked in ₹325 crore. And this time around, Pepsi picked him to from the ‘effortlessly cool’ image of Khan. “Over the last year, SWAG has been the underlying message throughout Brand Pepsi’s campaigns, celebrating the innate self-belief of the Indian consumer today. In 2020, we look forward to building the brand’s Har Ghoont Mein Swag proposition with Salman in 2020,” said Pepsi in a press release. Unlike Thumbs Up, Pepsi believes that its new 360-degree campaign will reflect the self-confidence in today’s youth. More importantly, Pepsi also brought Khan in at an interesting juncture. Dabbang 3, which is all set to release in December, is one of the most talked-about movies and has been trending on social media. And, as expected, Pepsi has tied up with the movie as well. The sneak preview shows Khan promoting Pepsi with his signature Dabangg moustache. In addition, the reality show Big Boss, which is currently streaming and hosted by Khan, is the top rated<a href="https://www.filmibeat.com/television/news/2019/trp-toppers-online-bigg-boss-13-retains-top-spot-yeh-rishtey-hain-pyaar-ke-witnesses-major-jump-292565.html"> show in the country</a>. Even though he only appears on the show once a week, the episode featuring him is the most-watched during the 7-day cycle. Maybe that is why Khan had remained a ‘bhai’ to his audiences in spite of his age.

Salman Khan regains his fizz with a Pepsi endorsement years after Coke drops him

<ul><li>Pepsi has painted TikTok in Dabangg colors with #SwagStepChallenge.</li><li>It also features a video which has Pepsi®’s new brand ambassador, Salman Khan, encouraging his followers to take the challenge and don the ‘Dabangg Pepsi®’ shades. </li><li>The Challenge broke all records on the app and saw over 5.4 billion views and over 1,00,000 user generated videos over a four-day period.</li></ul>Pepsi® India has introduced a new spin on its <keyword id="8493583" type="UNKNOWN" weightage="20" keywordseo="swag-step-challenge">Swag Step Challenge</keyword>. The third phase of the brand’s unique Swag Step Challenge comes of the association with movie franchise Dabangg 3. The challenge is one of the first motion triggered challenge created by a brand on the TikTok platform in India. Users can make a Swag sign using their hands to trigger Pepsi branded sunglasses and nod to flip the glasses in the air. The challenge broke all records on the app and saw over 5.4 billion views and over 1,00,000 user generated videos over a four-day period. The Swag Step challenge became the fastest hashtag challenge using a branded effect to reach 1,00,000 video creation globally. It also features a video which has Pepsi®’s new brand ambassador, Salman Khan, encouraging his followers to take the challenge and don the ‘Dabangg Pepsi®’ shades. A PepsiCo India Spokesperson said, “We are very excited with the response to the Swag Step Challenge. The immense love shown by consumers has helped the Challenge set new benchmarks on the app and break the World record on consumer engagement. The Dabangg edition of the Swag Step challenge received over 1,00,000 video uploads, while the Swag Step Challenge series started earlier this year has around 30 billion views overall. We look forward to delighting consumers with new and exciting content on the app in the coming year.” Sachin Sharma, Director of Sales and Partnerships at TikTok said, “TikTok successfully allows brands to engage with audiences in an entertaining format. Multiple brands repeated collaboration with us is a testament of the power of short format videos. PepsiCo is our esteemed partner and one of the first few organizations who leveraged our advertising solutions. We began our association with the Swag Step series on Pepsi that has been one of our most successful campaigns in India. The current Dabangg Challenge with our cutting-edge motion triggered brand effects technology has broken records and is topping the popularity charts on our platform. Our association with Pepsi has been very rewarding and we look forward to collaborating with them in the future as well.” Currently, the cumulative number of views generated across the #SwagStepChallenge series stands at around 30 billion.

Pepsi associates with Dabangg 3, launches the third phase of its Swag Step Challenge on TikTok

<ul><li><keyword id="94964" type="ENTERTAINMENT" weightage="20" keywordseo="Dabangg">Dabangg</keyword> 3 featuring <keyword id="6354583" type="PERSON" weightage="20" keywordseo="salman-khan">Salman Khan</keyword> and Sonakshi Sinha, earned ₹73 crore on its first weekend after release. </li><li>Film analyst believe the movie could have earned ₹85 crore if not for the CAA protests. </li><li>Moreover, the film — that gives a sneak peak of about Chulbul’s secret — hasn’t received good reviews. </li></ul><keyword id="143" type="CITY" weightage="20" keywordseo="Bollywood">Bollywood</keyword> superstar Salman Khan is known to pick and choose the timing of his movie releases and this time around, he might have gotten it wrong. While his much-awaited Dabangg 3 earned ₹73 crore on its first weekend, it could have been better. Film analysts believe that the movie could have earned ₹85 crore had it been a normal weekend <a href="https://www.businessinsider.in/india/news/caa-protests-traffic-snarls-in-national-capital-delhi-gurgaon-border-chokes-with-vehicles/articleshow/72882208.cms">without the CAA protests. </a> “There has probably been some stabilization of the law and order issues as some places have grown more than others as they managed more screenings but still the film would have lost a reasonable amount of business. The Delhi / UP circuit is still heavily affected,” repored Boxoffice India. The recently passed Citizenship Amendment Act (CAA) triggered protests, leading to clashes between police and protestors. In most cases, it lead to imposition of Section 144, internet and metro shutdowns and massive traffic jams. 
	
	
	
	
	<div type="twitter" handle="taran_adarsh" handlename="taran adarsh" image="http://pbs.twimg.com/profile_images/1440352704/profile_pic_taran_normal.jpg" favoritecount="10190" retweetcount="1244" status="#Dabangg3 stays in the same range on Day 2... Few circuits up, few down... Protests hit biz hard... Loses approx ₹… https://t.co/964eUYTeHt" createdat="1577004310000" id="1208669796629221376"></div>











 Yet, the movie itself is raking in the moolah. It registered the fourth best weekend ever in 2019 after War, Bharat and <keyword id="4397147" type="PERSON" weightage="20" keywordseo="Saaho">Saaho</keyword> (Hindi). On the third day of release, its collections grew by 30% growth registering ₹29 crore in net earnings. It collected ₹24.5 crore on the first day of its release and ₹22 crore on the second day. The Christmas holidays on the horizon may bring a lot more people into the theatres. The film is released in Hindi, Tamil, Telugu and Kannada. The Prabhudeva directorial also stars Sonakshi Sinha and Mahesh Manjrekar's daughter Saiee Manjrekar also makes her debut in it . The film also features Kannada superstar Kichcha Sudeep in as the villain. Good profits, bad story This is the third installment of the much loved character Chulbul Pandey, a role that catapulted him to a star reviving his then flailing career in 2010. The movie takes viewers back to reveal a secret making it a prequel of sorts. However, the Khan magic might have faded this time, as critics remained unimpressed. They labelled it a “disaster”. “Watching Dabangg 3 it’s clear that the law of diminishing returns has caught up with this franchise. There is just no polite way to say this – the new film is an excruciating, exhausting bore,” <a href="https://www.news18.com/news/movies/dabangg-3-movie-review-salman-khan-film-is-an-excruciating-exhausting-bore-2431593.html">wrote </a>film critic Rajeev Masand. See also: <a href="https://www.businessinsider.in/advertising/brands/news/pepsi-gets-a-54-year-old-star-salman-khan-to-target-millennials/articleshow/72453762.cms">Pepsi gets a 54-year-old star, Salman Khan to target millennials</a> <a href="https://www.businessinsider.in/tech/news/caa-internet-shutdowns-make-india-example-for-china/articleshow/72931761.cms">Indian government shut off the Internet over a 100 times in 2019 — and China is lovin' it</a>

Dabangg 3 lost 15% of its weekend business due to CAA protests — but that’s not the only reason

<ul><li>Shah Rukh Khan topped the report in 2019 and <keyword id="6354832" type="UNKNOWN" weightage="20" keywordseo="ms-dhoni">MS Dhoni</keyword> was at No. 1 in 2020.</li><li>As per IIHB’s report, Dream11 was the most spontaneously recalled brand in this year’s survey.</li></ul>Versatile actor <keyword id="106133" type="PERSON" weightage="20" keywordseo="Ranveer-Singh">Ranveer Singh</keyword> versus Captain Cool MS Dhoni? Well, both seem to have done equally well in the annual IPL ad recall research of the Indian Institute of Human Brands (IIHB) conducted ten days after the start of the League this year. The research polled 879 respondents in the age-group of 18-35 years (M=481, F=398) across India. The interviews were conducted telephonically. Dream11 was the most spontaneously recalled brand in this year’s survey, which possibly also helped enhance both the brand equity and recall of MS Dhoni who anchored the 12-ad series for the brand as its ambassador and protagonist. Jio Fiber, with multiple IPL teams featured with an effervescent Ranveer Singh gyrating with a sing-song brand message, came in second on recall in the research, also helping the celebrity endorser to considerably strengthen his personal recall. Byju’s was the most spontaneously recalled brand on the IPL last year; though its celebrity endorser Shah Rukh Khan trailed behind other celebrities. Virat Kohli, as expected, did well on recall too, and came third in the recall rankings. Salman Khan did surprisingly well in this year’s survey and came in at No. 4, ahead of Rishabh Pant, Rahul Dravid, Varun Dhawan, Alia Bhatt and Saurav Ganguly who followed in that sequence. Ajay Devgn, Sachin Tendulkar, Shikhar Dhawan, Shah Rukh Khan, Boman Irani, Kareena Kapoor, Ranbir Kapoor, Katrina Kaif, Ayushmann Khurrana and Akshay Kumar, on the other hand, had very few mentions and scored very poorly on respondent recall. There were sporadic mentions of Virender Sehwag and Priyanka Chopra too. In the last survey conducted in October 2020, MS Dhoni had the highest spontaneous recall as a celebrity endorser. Virat Kohli was a not-so-close second. Akshay Kumar was at rank 3; Ayushmann Khurrana at rank 4. “MS Dhoni and Ranveer Singh had a disproportionate share of visibility and recall in the IPL research we just conducted. This was in sync with the ultra-high recall of the brands they respectively endorse”, said Dr. Sandeep Goyal, Chief Mentor of IIHB. “It is interesting nevertheless to note that brands without celebrities like Phone Pe, Byju’s and others too have done well wherever media investments are heavy”. IIHB team used its proprietorial CELEBAR tool based on Celebrity Brand Association &amp; Recognition to assign a metric score to each celebrity and associated brand. The tool takes into account: <ul><li>Spontaneous recall of the brand</li><li>Spontaneous recall of the celebrity</li><li>Association between brand &amp; celebrity together </li><li>Recency of communication </li><li>Media weight behind campaign</li><li>Solus versus multiple brands using the celebrity</li></ul>MS Dhoni had a CELEBAR score of 87, up from 82 at the last IPL. His spontaneous recall was an unusually high 82%. His association with Dream 11 was also very constant at 79% from the last edition. He got 9% association with IPL/Star TV, 8% brand association with Indigo Paints, 6% with Orient Fans for Orient Fans and Livfast Solar. 2% recall came from SunFeast Yippee. So, most of Dhoni’s brand goodness got hijacked by Dream 11, much like last year. If Dhoni had only been endorsing Dream 11, his CELEBAR score would have been near 100, given his strong association with that one brand, to almost the relative exclusion of the other brands he endorses. Ranveer achieved a CELEBAR score of 86, empirically almost equal to that of MS Dhoni. But his association was more democratically spread with Jio Fiber at 56%, JD mart at 48%, My11 Circle at 22% and Bingo at 18%. Names of some other brands were mentioned by respondents but these were filtered out as they were not part of the IPL broadcast. Both MS Dhoni and Ranveer gained massively also on account of their main brands spending disproportionately large amounts of media monies which made them exponentially more visible than other competing celebrities. Virat Kohli trailed far behind the Top 2. His score of 45 on CELEBAR is mostly derived by his 94% association with MRF tyres. Bluestar is in low single digits on association. Salman Khan at a CELEBAR of 38, owes 82% recall to Rajshree elaichi and the balance to Pepsi. Rishabh Pant climbed up interestingly to No. 5 on the strength of his JSW appearances. Varun Dhawan had 76% of his recall from Lux Cozi and much lower from Frooti. Alia owed most of her recall also to Frooti with scattered mentions of Dark Fantasy. Interestingly, the IPL seems to be running no/few ads with Amitabh Bachchan, Akshay Kumar, Deepika Padukone, Ranbir Kapoor, and even with cricketers Rohit Sharma or KL Rahul or Hardik Pandya, or the media weightages behind those ads were too insignificant to be noticed by viewers. The Cred ad for Rahul Dravid was spontaneously recalled by 17% respondents but only 2% remembered Jackie Shroff and only 1% mentioned Kumar Sanu for the same brand. Mutual Funds (AMFI) ads had 22% recall but most respondents got the protagonists mixed up, with the most attributing the messaging to Dhoni and Kohli. Dream 11’s association with multiple cricketers was mentioned by many respondents but most were not sure if they remembered current creatives. Only the connect with MS Dhoni was unambiguous. Despite heavy media weights, Vimal elaichi ad featuring Ajay Devgn and Shah Rukh Khan had only an 8% recall. Netmeds with Kareena Kapoor and Renuka Shahane had a good 9% recall. Priyanka Chopra’s Appy Fizz and Katrina’s Slice were almost not recalled. Hema Malini managed 3% recall on Kent RO. Randhir Kapoor’s Asian Paints managed 4% while Kareena Kapoor’s and Pankaj Tripathi’s Berger creatives both got below 1%. Ayushmann was remembered by less than 1% in Urban Company. Gajaraj Rao was mentioned in less than 1% for Voltas. Unacademy featuring Sunil Gavaskar and Harsha Bhogle too scored poorly at 2%. Gamezy featuring KL Rahul got less than 1% recall. On the ads without celebrities, the most remembered were Phone Pe (32%), Byju’s (31%), Vivo (22%), One Plus (21%), Groww (20%), Upstox (20%), Kia (19%), MPL (18%), Bisleri (11%), PharmEasy (11%), Thums Up(9%), Coca Cola (6%), Renault Kiger (6%), Tata Safari (6%), Skoda (3%), Ajio (3%), Dark Fantasy (2%), LikedIn (2%), Raymond (2%) and Tuborg (1%). As more gets added to the broadcast as the IPL progresses, both standings of celebrities and recall of brands may change.

Ranveer Singh and MS Dhoni are the most recalled brand ambassadors this IPL: IIHB Report

It is uncommon to find a woman in a crisp white saree with a Rupee-sized bindi on her forehead – walking in the streets of a red-light area. But the woman was no ordinary bordello madam either, as she steps out of a Bentely with gold rimmed glasses. She was the Queen of Kamatipura. The story of Gangubai will now come alive on screen helmed by <keyword id="6358308" type="UNKNOWN" weightage="20" keywordseo="Sanjay-Leela-Bhansali">Sanjay Leela Bhansali</keyword> and played by <keyword id="6354526" type="PERSON" weightage="20" keywordseo="alia-bhatt">Alia Bhatt</keyword> in the upcoming biopic ‘Gangubai Kathiawadi’. However, many who knew her would also say that she is not the white knight, as she is a whorehouse madam and did all it takes to keep it running. It is to be seen if these shades would be well-represented in the movie or would be whitewashed to turn her into a Bollywood-style hero. The rakhi sister of Karim Lala A young Ganga from Kathiwad, in the state of Gujarat, hailed from a family of lawyers but was captivated by Mumbai’s movie industry. She ran away with one of her father’s clerks, landed in the city of dreams but eventually, the clerk sold her for ₹500 to the red-light area, Kamatipura. After weeks of crying, the young girl who was aware that she now had nowhere else to go, decided to stay back. Soon, she became one of the most-prized prostitutes known for her gab and her knack of making many Seths open their purse strings. Journalist Hussain Zaidi’s book on <a href="https://www.amazon.in/Mafia-Queens-Mumbai-Hussain-Zaidi-ebook/dp/B008597PL0/ref=sr_1_2?keywords=mafia+queens&amp;qid=1579068298&amp;s=digital-text&amp;sr=1-2">Mafia Queens of Mumbai </a>portrayed Gangubai as a woman of spirit and not a victim of circumstance. When a Pathan raped her brutally leaving her invalid for days, she decided to accost his boss after his Friday prayers. The boss was none other than mafia don Karim Lala. Not only did Lala mercilessly beat up her tormentor but also warned everyone against ill-treating his ‘rakhi sister’. After that, her rise to the top was meteoric as she developed contacts with police and other key people with power. During her reign, the red-light area was one of the most prosperous lanes as it had rich and powerful clients not to mention a steady stream of earnings from the underworld. So much so that Gangu would often wear sarees with golden borders and blouses with golden buttons. ‘Will you make me Mrs Nehru?’ Gangubai evoked so much awe that she became a rare woman to have her statue bust erected in the area. She also advocated the cause of her kind in the society. The plucky woman once took the stage at a woman empowerment summit amidst social workers and NGOs to advocate the need for prostitution belts in cities. Her speech was so widely reported that it won an audience with the Prime Minister. Jawaharlal Nehru was so impressed by her proposal to protect the red-light area that he asked why she ended up in this business when she could have found a nice husband. To this, she quickly asked him if he would marry her. As Nehru was left red-faced she went on to say, “It is very easy to preach but tough to practice.” SEE ALSO <a href="https://www.businessinsider.in/entertainment/news/kamal-haasan-net-worth-and-his-finances-after-2-years-in-politics/articleshow/73290359.cms" data-type="tilCustomLink" target="_blank">Kamal Haasan's ₹25 crore loan revealed a lot about his finances after nearly 2 years in politics</a> <a href="https://www.businessinsider.in/advertising/brands/news/pepsi-gets-a-54-year-old-star-salman-khan-to-target-millennials/articleshow/72453762.cms">Pepsi gets a 54-year-old star, Salman Khan to target millennials</a> <a href="https://www.businessinsider.in/entertainment/news/weekend-collection-report-of-ajay-devgns-tanhaji-and-deepika-padukone-chhapaak-movie/articleshow/73222694.cms">Ajay Devgn’s Tanhaji moves the masses while Chhapaak fails to make a splash</a>

The real story of Gangubai Kathiawadi – the woman who once reprimanded the Prime Minister of India

Along with <keyword id="6354576" type="CITY" weightage="20" keywordseo="Facebook">Facebook</keyword>, <keyword id="6354616" type="CITY" weightage="20" keywordseo="Twitter">Twitter</keyword> too has come up with its list of things that people in India yapped about the most on the micro blogging site. 
 
It comes as no surprise, that the Golden Tweet for India in 2014 comes from Prime Minister Narendra Modi’s (@NarendraModi), which he shared post winning the Lok Sabha election. It is the most retweeted tweet ever in India. 
 
While the second most popular tweet in India was by Salman Khan where he shared the trailer of his movie Kick. 
 Coming over to the fastest-rising Twitter hashtag <keyword id="15467" type="COMPANY" weightage="20" keywordseo="trends">trends</keyword> in India, it seems to be a nice mix of sports, disasters and political campaigns. 
 
Here is a complete list : 
<ol>
	<li>
		#WorldCup2014: It consisted of all conversation around Football World Cup 2014 held in Brazil</li>
	<li>
		#MH370: MH370 was a flight that disappeared on 8 March 2014</li>
	<li>
		#MufflerMan: #MufflerMan refers to a campaign by Aam Aadmi Party</li>
	<li>
		#MUFC: #MUFC refers to Football fans following Manchester United Football Club</li>
	<li>
		#KashmirFloods: Update on JK flood relief operation by assisting the Indian army</li>
	<li>
		#QuitAAP: Public outrage against Aam Aadmi Party</li>
	<li>
		#IndvsEng: #IndvsEng refers to India vs England cricket match played</li>
	<li>
		#Results2014: Information on the Lok Sabha elections results</li>
	<li>
		#IPL7: Conversations around Pepsi Indian Premier League cricket tournament</li>
	<li>
		#AusOpen: Conversations around 2014 Australian Open</li>
</ol>
[Twitter]

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