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Soon you will not have to download Paytm, Hotstar and Jabong as mobile applications of these companies will come pre-embedded in smartphones. 
 In a bid to tap larger customer base of handset makers, Paytm, Jabong and Hotstar have inked deals with handset manufacturers like <keyword id="71696" type="COMPANY" weightage="80" keywordseo="Micromax">Micromax</keyword>, Intex, Spice, Microsoft and Karbonn and will come embedded in these. 
 
"Up to 75-80% of our sales come through either our smartphone apps or mobile phones. So, mobile strategy is a vital element of marketing for us, especially android platform," Shankar Nath, Senior Vice-President of Paytm told Economic Times. 
 Paytm has a partnership with <keyword id="10591" type="CITY" weightage="80" keywordseo="Samsung">Samsung</keyword>, Microsoft, Micromax, Lava and Spice for pre-embedding its app on the highest selling models of these handset manufacturers. 
 
The financial daily reported that Paytm app had seen close to 29 million downloads. 
 
Likewise, Jabong has inked deal with Microsoft to pre-bundle its app in some models of the Lumia series. The partnership will help the e-Commerce company reach out to Lumia loyals. 
 
"When an app is already installed on a smartphone, the probability of the consumer using it increases and hence, such tie-ups make sense for us," Praveen Sinha, co-founder of Jabong, told ET. 
 
As per a study by Zinnov, Jabong's transactions through smartphones have increased to up to 50% from 5% about two years ago. As smartphone sales grow about 51% every three months, the mobile commerce market is likely to grow 55% to $19 billion by 2019, from $2 billion now. 
 
"Media consumption pattern of consumers have changed completely. It will continue to change rapidly in the coming future. We are moving towards the era of wireless communications. So this is the new way towards which marketing and advertising is moving," Sandeep Goyal, chairman of Mogae Media, told ET. 
 
Goyal said that the brands were looking towards digital marketing strategies more seriously. 
 
Even Hotstar, the mobile-based application of Star network, has a tie-up with Micromax, Panasonic, Karbonn, Lava and Spice to pre-embed its app on some of their leading models. 
 
The mobile app offers over 35,000 hours of content in seven languages, ranging from movies and television shows to live sports.

Now Paytm, Jabong to come embedded in popular smartphones

<keyword id="6462982" type="COMPANY" weightage="100" keywordseo="Aon-Hewitt">Aon Hewitt</keyword> today announced its acquisition of CoCubes, a leading hiring assessment company based in India. With this transaction, Aon Hewitt adds two million assessments to its existing global portfolio of 20 million assessments spread across 164 countries. 
 
Aon Hewitt, one of the earliest solution providers in selection and assessment, helps organizations make better hiring decisions and improve performance by predicting the success of their potential and current employees. CoCubes, on the other hand, connects colleges, students, and corporates using assessments; to create a seamless entry-level hiring ecosystem. 
 <keyword id="166440" type="PERSON" weightage="20" keywordseo="Sandeep-Chaudhary">Sandeep Chaudhary</keyword>, CEO, India Consulting, Aon Hewitt, shared, “We were actively looking for an organization that focuses on employability assessments. CoCubes stood out for us as a successful startup with its profitable growth, resilient leadership team, and an innovative technology platform. With its strong client standing and value-aligned leadership, CoCubes is clearly our partner of choice to augment our assessment solutions in India and across other markets in <keyword id="119132" type="COMPANY" weightage="20" keywordseo="Asia-Pacific">Asia Pacific</keyword>.” 
 “With the acquisition of CoCubes, we will now be a one-stop-shop for entry-level hiring assessment solutions. CoCubes complements our specialization in behavioral and leadership assessments with technical and vocational assessments, in addition to its innovative proctoring solutions. By solving the employability challenge with educational institutions and sector skill councils, Aon Hewitt is now geared to fulfill the entry level hiring needs for corporate clients.” said <keyword id="211396" type="PERSON" weightage="20" keywordseo="Nitin-Sethi">Nitin Sethi</keyword>, Partner and Chief Commercial Officer, India Consulting, Aon Hewitt. 
 The CoCubes founders, <keyword id="143051" type="PERSON" weightage="20" keywordseo="Harpreet-Singh">Harpreet Singh</keyword> and <keyword id="2188847" type="UNKNOWN" weightage="20" keywordseo="Vibhore-Goyal">Vibhore Goyal</keyword>, will continue to lead the business as a separate practice line and will join Aon Hewitt’s Talent, Rewards and Performance (<keyword id="20751" type="ORGANIZATION" weightage="20" keywordseo="TRP">TRP</keyword>) vertical, reporting to Nitin Sethi.

Aon Hewitt acquires CoCubes, a hiring assessments company

<ul><li>As the year draws to a close, it is important to pause and reflect.</li><li>We speak to industry leaders about the year gone by and a few lessons they learnt from 2021.</li></ul>It was during the peak of the pandemic in 2020 when doctors across the world were still trying to figure out what the novel Coronavirus is, I lost my grandmother. Shortly after, my father tested positive for the virus. His oxygen dropped to 78 mm. We struggled to find a bed for him and found a hospital 50 kms away. He was still mourning the loss of his mother, fighting a deadly virus, struggling to form sentences but he had a huge smile on his face when I taught him how to video call on WhatsApp. He was there for two weeks but those weeks definitely felt like a decade to me. I had the nurse's number on my speed dial, I called her first thing in the morning to ask, "How is my father breathing today? Has his oxygen picked up?" She would respond patiently, "Yes, we are doing our best." To escape from this, I buried myself in work, binge-watched violent movies to numb the pain I was actually feeling. After we heard the news that he is coming back, we decorated the house. I put up some fairy lights, made a rangoli, bought his favourite sweets -- Kaju Katli. After all, we were welcoming Ram back into his home right before Diwali. It took me a while to process the horrendous month that I had spent. Thankfully, I had a very supportive team at work. I remember texting my editor a week later, "I will be submitting my story late today, I am too anxious and panicked." She responded, "Sure, take your time, Karuna." So, if 2020 was about self-isolation, making sure our older family members stay safe and prioritizing their physical health, 2021 taught me the importance of mental health. After months of working from home -- away from our loved ones, seeing the country battle a deadly virus and our medical industry getting crippled, 2021 was all about healing from the storm. It was about finding comfort in little wins and reminding ourselves that we are all in this together. Change can be scary, sure, and not knowing what the future holds is scarier, but resilience is stronger. As we enter a new year with a lot of uncertainty yet again because no one knows what variants COVID-19 will throw at us, it is important to remember that we have survived the worst. By now, we know what works and what doesn’t. The impact of 2020 and 2021 will be felt next year too but remember to take care of yourself first if you want to be able to show up for other people too. And most importantly, double mask up, people! Here's what our industry experts learnt from the rollercoaster year that 2021 turned out to be: <keyword id="1193084" type="General" weightage="20" keywordseo="rana-barua" source="Orion">Rana Barua</keyword>, Group CEO, <keyword id="7001513" type="General" weightage="20" keywordseo="havas-group-india" source="Orion">Havas Group India</keyword>: <div type="image" title="Rana Barua, Group CEO, Havas Group India" msid="88587279" hostid="261"></div> The pandemic has completely altered our perspective of what the future should be. CEOs across the world have redefined their leadership skills based on this reality. If the pre-pandemic stage was all about merging the technology trends and diversity with an added edge of GenY disrupting the way of working; the post-pandemic world is now ushering in the dynamic social age. The upcoming era will be a lot about meaningful relationships within the gamut of the collective human experience, and the bedrock of this will be the trust factor. So, the one leadership lesson that I will cherish from 2021 is the greater meaning of ‘trust’. It has taken a new meaning in my life. And if we were able to sail through the last two years, it is only because I 'trusted' my teams to display unprecedented resilience and commitment. And that trust converged into amazing results. As the leader of this organization, I knew my teams 'trusted' me that I will do everything in my power to navigate them through this storm. And I must say we have a lot to be proud of as it has yielded positive and encouraging results. Dr. <keyword id="248570" type="General" weightage="20" keywordseo="sandeep-goyal" source="Orion">Sandeep Goyal</keyword>, Managing Director, Rediffusion: The pandemic has taught me the power of resilience more than anything else. So many of us personally, and so many businesses have suffered such severe setbacks in the past few months - yet we have been patient, we have persevered, we have buffeted challenges, we have overcome. My belief is that true adversity brings out hidden reservoirs of grit, determination and ability to confront even insurmountable challenges. It is when you discover your real friends. It is when you discover your inner strengths. You also discover the power of love; power of caring; power of sharing; power of prayer. The pandemic has helped each one of us to emerge stronger. It has helped us to realise how finite life is and how we must value all that we have: our health, our happiness, our family, our friends, our relationships … even our work and livelihoods. I hope the pandemic goes away soonest. But the learnings it has bestowed stay. Challenges are a part of life and standing up to them is the true test of every human. Anil Nair- CEO, VMLY&amp;R India: For most of us, the pandemic was a bolt from the blue. It forced us indoors, changed a lot of our behaviour and also made us introspect about the fragility of our existence. For me, personally, the biggest learnings were about empathy , patience and celebrating small wins. Genuine empathy for the other, be it your spouse, neighbour, co-worker or stranger. The need to put oneself in their shoes and feel for what they might be going through in these trying times. And the patience to be able to slow down and deal with situations calmly rather than the ‘runaway’, ‘winner-takes-all’ attitude and pace that we were used to in pre-pandemic times. Lastly, to be able to celebrate ‘small wins’ and to live in the moment given the overall uncertainty that the pandemic continues to cast over us. <keyword id="3609466" type="General" weightage="20" keywordseo="aditya-kanthy" source="Orion">Aditya Kanthy</keyword>, CEO and MD, DDB Mudra Group: The one thing I have missed most and will try not to take for granted ever again is the simple pure joy of meeting people. Like really meeting them. Not on a call, not on a computer, not as a block on the calendar. So much of the fun at work came from being together in the same space. The banter. The unplanned conversations. The energy. So much of the learning and inspiration as well. We lost something elemental and beautiful. I want that back. I miss it. Equally, I learnt how much more we need to do to listen to each other more deeply. The stuff we read off each other, the non-verbal cues. The comfort of a safe environment where one can be heard without judgement. That was gone. There’s also the realization that, perhaps, the old ways were inadequate. When we’re back together, we need to design ways without assuming that everyone is comfortable expressing themselves in the same way. We need to do more to create that space. This is what I have missed and what I have learnt. My hope is to enjoy coming back together again in 2022 and doing so in a way where each of us can be heard. Ashish Khazanchi, Managing Partner, Enormous: The pandemic was a true test of character of people, teams and organisations. While there certainly was a big drop in businesses and toplines, what was at stake was organisations' humanity. People in organisations everywhere dealt with the kind of uncertainty they never were faced before. Uncertainty of livelihoods, careers and sanity amidst surmounting work pressures. The better organisations, in my opinion, made sure that their people were taken care of at least as much as their businesses. When the specter of lockdowns was a little bit behind us, we saw a simple trend both in terms of people and companies. The ones with initiative thrived even in the midst of a terrible external situation. Anyone who did not take easy ways out, like the typical bottomline managers do, by cutting costs rather than working on newer avenues of organisational growth, are going to be the true hero companies of tomorrow. They've tasted success and now when the tides are turning, they're going to be unputdownable. 2022 will see business return to near normal, I would predict the number of pitches to go through the roof from about March. The ones with the best people and processes and creative products, will win 2022 by a mile. Ramanuj Shastry- Director and Co-founder, Infectious Advertising: <div type="image" title="Ramanuj" msid="88597292" hostid="261"></div> 1. Compassion is everything- Never forget we are a people’s business. Always remember that everyone today is under a lot of stress. A kind word and a patient ear will take you far. 2. Treat everyone as adults - Remote working is only possible when all team members behave like mature adults - fully aware of their roles and responsibilities. Treat everyone as adults - delegate, do not micro-manage and don’t breathe down their necks. They will surprise you pleasantly. 3. Hire Talent from everywhere - We are no longer slaves to geography. Celebrate this new-found freedom by hiring talent from literally anywhere. It will add new voices and new perspectives to your narrative. 4. Be nimble and effective - Clients value these two qualities in tough times. Don’t waste their time and their money. They will stick by you through thick and thin. 5. Spend most of your energy on culture - The culture is the unquantifiable ‘Everything’ - the life force of an organisation. Culture is the ethos - the unsaid but universally accepted codes of what’s ‘done’ and what’s ‘not done.' The culture of your company should take most of your time. And it’s more than worth it. 5 things I learnt as a person: 1. Reinvest in relationships- It took a pandemic for me to take a long, hard look at my relationship. And I realised that I have taken a lot for granted. Money won’t buy you your loved ones. Spend time with them. 2. Take care of yourself - Eat well, exercise and sleep for eight hours. You will enjoy life a lot more if you are fit. 3. Be kind to yourself- I am less critical of myself today than I was in 2019. I am comfortable in my skin and happy where I am. Could I have done better? I don’t know. And I don’t care. 4. Invest in yourself - Learn a new skill. Learn a new language. Take up new hobbies. Add new facets to your personality. Reinvent yourself. Be interesting. 5. Practice Gratitude - You are on a piece of rock whipping around a burning star at nearly 40 times the speed of a bullet. Appreciate the miracle . Be thankful for just being alive. Varun Duggirala - Content Creator, Podcaster, an Entrepreneur and the Co-Founder - The Glitch: If 2020 was about survival, 2021 was about reflection and revival. We've all reflected on the time that has passed and moved towards the time that will come. Because there cannot be a return to business as usual, but rather a move towards understanding how we need to change how we operate as professionals, businesses, leaders and human beings as we work towards a world that understands its new reality. We're all on a path of accelerated change in every aspect of our work and life. This rapid pace requires us all to understand the status quo with total clarity before we take each step (even though each step seems to bring with it a whole new set of changes). 2021 has given us many a moment to take a pause and reflect (something we should all do more often) and drive towards a better future.

Lessons 2021 taught our advertising leaders

As per the election commission’s announcement, Haryana will go for polling for all its 70 assembly seats on Monday, October 21, 2019. The state is facing its general elections for the assembly since the tenure of the present government in the state is ending on November 2, 2019. While the election scene in the state is getting heated up, here is what you need to know about the Haryana general elections 2019. Important dates for the 2019 Assembly elections in Haryana <table style="border-width: initial; border-style: none;"></colgroup><tbody><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Event </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Date </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Announcement of the dates of election by the Election Commission </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Saturday, September 21, 2019 </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">The Haryana election information is published in the gazette of India </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Friday, September 27, 2019 </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Contesting candidates need to file their nominations by this date </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Friday, October 4, 2019 </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">The election commission will scrutinize the nominations and announce the selected candidates on </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Saturday, October 5, 2019 </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">The last date to withdraw the nominations for any candidate </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Monday, October 7, 2019 </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">The date of general elections for all the 70 constituencies in the state </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Monday, October 21, 2019 </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Date of counting of the votes and declaration of the election results </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Thursday, October 24, 2019 </td></tr></tbody></table> The state of Haryana is at present ruled by the BJP government which bagged 47 constituencies out of the total number of 70 assembly seats in the 2019 general elections. BJP will field Manohar Lal Khattar from the Karnal constituency. Some of the other important candidates who will face the elections on behalf of the BJP are wrestlers Yogeshwar Dutt and Babita Phogat, and former hockey captain Sandeep Singh who all joined the party only recently. On behalf of BJP, Ashim Goyal will fight from Ambala City, Gyan Chand Gupta will contest from Panchkula, Ghanshyam Das Arora will fight from Yamuna Nagar, Pawan Beniwal will contest from Ellenabad, Manish Grover will face the elections fromRohtak, Bapita Phogat will contest from Dadri, and Ghanshyam Sharaf has been nominated from Biwani. BSP's state unit president Prakash Bharti said BSP (Bahujan Samaj Party) is fielding two women candidates in Haryana namely Shakuntala Bhatti and Sunita Dhull who will face the elections for the party from Shahbad (SC) and Pundri constituencies. In a recent move, BSP has called off its alliance with Jannayak Janata Party and has decided to face the elections independently. The main contest in the upcoming assembly elections in Haryana is seen between the BJP which is ruling the state right now and Congress. The other parties that are facing the elections this time in Haryana include the Indian National Lok Dal, JJP which emerged after some leaders split from the INLD, AAP, LSP, and Swaraj India party. LSP’s state unit chief Bharat Singh Chhokaris is to be nominated from the Samalkha seat. Talking about the nomination of the candidates for the various constituencies in Haryana, Haryana Congress Pesident Kumari Selja said, “Except for sitting MLAs, we had prepared panel for three to five aspirants on all the seats. We assure you, the best candidates will be picked.” See also: <a href="https://www.businessinsider.in/politics/elections/news/how-many-vidhan-sabha-seats-in-maharashtra/articleshow/71424705.cms">How many Vidhan Sabha seats in Maharashtra</a> <a href="https://www.businessinsider.in/politics/elections/news/how-many-vidhan-sabha-seats-in-haryana/articleshow/71424624.cms">How many Vidhan Sabha seats in Haryana</a>

Haryana Vidhan Sabha elections 2019 – Nominations, voting, counting schedule and all you need to know

BJP candidate list for Haryana Vidhan Sabha elections 2019

<ul><li>The <keyword id="30067" type="General" weightage="20" keywordseo="rbi" source="Orion">RBI</keyword> is likely to maintain status quo on policy rates for the fourth time in a row month, say experts.</li><li>This is in view of the stubbornly high retail <keyword id="22195" type="General" weightage="20" keywordseo="inflation" source="Orion">inflation</keyword>, elevated crude oil prices and more.</li><li>The <keyword id="6357126" type="General" weightage="20" keywordseo="monetary-policy" source="Orion">Monetary Policy</keyword> Committee (MPC) meeting is scheduled for October 4-6, 2023.</li></ul> The Reserve Bank is likely to maintain status quo on policy rates for the fourth time in a row at its bi-monthly monetary policy review meeting early next month, as retail inflation continues to remain high and the US Federal Reserve has decided to keep a hawkish stance for some more time, according to experts. The Reserve Bank had raised the benchmark repo rate to 6.5 per cent on February 8, 2023 and since then it has retained the rates at the same level in view of the stubbornly high retail inflation and certain global factors including elevated crude oil prices in the international market. The Reserve Bank Governor-headed six-member Monetary Policy Committee (MPC) meeting is scheduled for October 4-6, 2023. The last meeting of the MPC, the highest rating-setting panel, was in August. "We do expect the RBI to hold on to a status quo position this time as inflation is still high and liquidity tight. In fact, going by RBI forecast on inflation, it would be above 5 per cent in Q3 too, which will ensure that the status quo prevails for the calendar year for sure and probably Q4 too," said Madan Sabnavis, Chief Economist, Bank of Baroda. Sabnavis further said there are uncertainties relating to Kharif crop, especially on pulses, which can increase prices. "The comfort is that there is less concern on growth which is on target," he added. Although the <keyword id="134096" type="General" weightage="20" keywordseo="consumer-price-index" source="Orion">Consumer Price Index</keyword> (CPI)-based retail inflation eased a bit to 6.83 per cent in August from 7.44 per cent in the preceding month in July, it remained above the Reserve Bank's comfort level of 6 per cent. It may be mentioned that the government has mandated the RBI to keep inflation at 4 per cent with 2 per cent margin on either side. Aditi Nayar, Chief Economist, ICRA Limited said the headline CPI inflation is expected to ease to 5.3-5.5 per cent in September 2023 from 6.8 per cent in August 2023, benefitting from the halving of the average price of tomatoes as well as a favourable base. "... We expect the CPI inflation to ease to 5.6 per cent in Q3 FY2024 and further to 5.1 per cent in Q4 FY2024, amid upside risks to food inflation on account of the impact of uneven and sub-par monsoons and low reservoir levels on Kharif yields and Rabi sowing, respectively," she said. Nayar said ICRA expects the MPC to remain on hold in October 2023 policy, while continuing to demonstrate caution amid a cloudy outlook for food inflation and elevated crude oil prices. The Reserve Bank has projected CPI inflation at 5.4 per cent for 2023-24, with Q2 at 6.2 per cent, Q3 at 5.7 per cent and Q4 at 5.2 per cent, with risks evenly balanced. CPI inflation for Q1, 2024-25 is projected at 5.2 per cent. On his expectations from the next bi-monthly monetary policy, Sanjay Bhutani, Director, Medical Technology Association of India (MTaI) said the RBI has gone along with the market sentiment of retaining the benchmark interest rate at 6.5 per cent for quite some time now. However, it's time for the central bank to contemplate a reduction of the interest rate with the objective of boosting growth, he said. "...if that is not possible in view of high retail inflation and the hawkish stance of the Federal Reserve, the medical technology sector, which is reeling under the burden of high debt, does expect the RBI to continue with the pause and at the same time provide some firm indication of easing rates in the near future," Bhutani opined. Sandeep Bagla, CEO, Trust Mutual Fund was of the opinion that the environment for <keyword id="6371181" type="General" weightage="20" keywordseo="interest-rates" source="Orion">interest rates</keyword> has worsened considerably from MPC's last policy review in August. In the US and in India, the economy has shown resilient growth, and inflation numbers have risen beyond comfort levels. "While food prices have softened, crude oil prices have climbed up, thereby raising inflationary expectations as evidenced by sharp rise in US treasury yields. The MPC will consider all these factors and maintain status quo on repo rates, as headline inflation is expected to come down in the coming months," he said. The Reserve Bank mainly factors in the CPI-based inflation while arriving at its bi-monthly monetary policy. The borrowing cost which started rising in May last year has stabilised with RBI keeping the repo rate unchanged at 6.5 per cent since February, when it was raised from 6.25 per cent. Later in the next three bi-monthly policy reviews in April, June and August the benchmark rate was retained. The MPC consists of three external members and three officials of the RBI. The external members on the panel are Shashanka Bhide, Ashima Goyal, and Jayanth R Varma. Besides Governor Das, the other RBI officials in MPC are Rajiv Ranjan (Executive Director) and Michael Debabrata Patra (Deputy Governor).

As inflation continues to remain high, RBI likely to keep interest rates unchanged

<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.

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