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<ul><li>As consumers become more health-conscious, Maggi launches a spinach variant. </li><li>The brand has also launched an ad featuring <keyword id="2818791" type="PERSON" weightage="20" keywordseo="Sanya-Malhotra">Sanya Malhotra</keyword> and Rajkummar Rao to spread awareness. </li></ul>Brand Maggi has launched a new Spinach variant called Masala Veg Atta Noodles with Spinach in every noodle. The new campaign by MAGGI launching this product highlights how hand-picked spinach has been kneaded into whole wheat (atta) dough and made delicious with a blend of choicest 20 spices and herbs, ensuring consumer delight in every bite. <div type="Youtube" id="pirKfHGw28I" title="Discover Awesome Surprise of Spinach in every Noodle by MAGGI" thumbUrl="https://i.ytimg.com/vi/pirKfHGw28I/mqdefault.jpg"></div> Talking about the new launch, Nikhil Chand, Director - Foods and Confectionery, Nestlé India said, “Consumers today are actively looking to infuse good-for-me ingredients in one way or another but largely without a compromise on taste. Nestlé’s unparalleled Global R&amp;D expertise, depth of Indian food knowledge and collaboration with spinach suppliers come together to create this exciting new breakthrough by MAGGI. We believe MAGGI Masala Veg Atta Noodles with Spinach is an innovation that is sure to give consumers a delightful surprise in their favourite noodle.” MAGGI Masala Veg Atta Noodles with Spinach is now available on select e-commerce platforms and your nearest stores in Delhi NCR, Mumbai, Chennai, Bengaluru, Pune, Kolkata, Ahmedabad, Chandigarh, Goa, Hyderabad and Lucknow.

Maggi launches a new ad for its Spinach variant with Sanya Malhotra and Rajkummar Rao

<ul><li>Our weekly virtual chat features some of the most loved creative heads and directors who take us on a walk down memory lane, talking about some of the most talked-about and well-appreciated ads they have worked on.</li><li>In the latest episode, <keyword id="271660" type="PERSON" weightage="20" keywordseo="Ram-Madhvani">Ram Madhvani</keyword>, Founder and Director, Equinox Films spoke to us about Amazon’s Kindle Paperwhite film, <keyword id="2510610" type="PERSON" weightage="20" keywordseo="Airtel-Wynk">Airtel Wynk</keyword>’s ad and Happydent’s well-known Palace campaign.</li></ul>For Ram Madhvani, Founder and Director, Equinox Films, the world of advertising has been a great teacher. While the ad world helped people meet people who have all become a very important part of his life, including his wife, Madhvani, during a recent conversation said that advertising had also taught him work ethic. “I get a sense of responsibility from the world of advertising. Here things happen on time. Apart from that, I have also learnt a lot about communicating with the audience and the idea that its about what you say, how you say it and how you make people feel. I have learnt a lot of the craft of reaching out to the public, thanks to advertising,” said Madhvani, on the latest episode of BTS with Insiders. Madhvani who is known for his feature films including Neerja and Let’s Talk is also credited with directing some of the most loved ads in recent times that include multiple ads for Airtel including Har Ek Friend Zaruri Hota Hai, DOcomo, Coca-Cola, Asian Paints and Bisleri among many others. On BTS with Insiders, Madhvani spoke about 3 ads that he holds dear. <div type="javascript" title="Facebook" contenttype="Video"><cdata><![CDATA[]]></cdata></div> Amazon’s Kindle Paperwhite More than a year after Amazon launched Kindle in India, it came out with a campaign to introduce Indian consumers to the e-reader through a long-form film. The ad was a celebration of people who love stories and books and depicts the joy of reading through the journey of a young man who travels to a village to leave children spellbound with the stories he narrates to them, the same stories he reads on his Kindle device. Speaking about why the campaign was special for him, Madhvani said, “Since Kindle is all about stories and filmmaking is all about stories, the Kindle film was a demo film about stories. And that’s how we sold it to the client. It was a tremendously exciting opportunity for us too. The film had amazing music by Tajdar Junaid with lyrics and the voice of <keyword id="21050" type="PERSON" weightage="20" keywordseo="Swanand-Kirkire">Swanand Kirkire</keyword>. The ad has been shot real, without any lights. Many of the shots have been done without permissions, even the one on the plane. I was scolded by a lady on the plane too. We wanted to make the shots real. My producers were able to set this up in a way that we were able to do this in a very small unit.” The intent was also to make the film feel real and more like a documentary. “While the ad is shot in Sri Lanka, its not meant to look like Sri Lanka. We had to shoot there because we didn’t get permission in Lakshadweep. But I have this quest for the Indian eye. I wanted to understand what an Indian aesthetic is and I realized when you’re framing stuff, apart from it being emotional, its chaotic. The West has told us about the S curve, the rule of thirds or about minimal framing. I had all these conversations with <keyword id="3945289" type="PERSON" weightage="20" keywordseo="raj-deepak-das">Raj Deepak Das</keyword> who is a great motivator. He said, ‘We need a new language.’ So we decided all our frames should have foreground, mid ground and background and all the compositions are going to be chaotic,” he shared. The ad was well received and had over 5.3 million views on Amazon’s official Youtube channel in just 7 days and today Kindle is seeing a huge adoption among Indian readers. Airtel Wynk In 2014, Madhvani worked with Taproot on a campaign for Airtel’s music streaming app Wynk. The setting of the film was larger-than-life. It brought together over 700 musicians under one room and featured around 14 different genres of music. All the music featured in the ad were original compositions. The campaign also featured Sanya Malhotra. “A lot of this is thanks to Agnello Dias, Gopal Vittal and others from the marketing team of Airtel who allow us these acts of madness, believe these ideas and embrace them. That only comes due to the relationships you build with people. Great work comes from a certain creative greed and I can’t lead that. I can only smell that greed. I have realized great creative directors who want great work, people like Dias, Das, Prasoon Joshi and Sajan Raj Kurup, are all mast in their own creative zones and all I did was held on to their tail. In a way they are my co-directors,” added Madhvani. The film was shot in a day. All the musical parts were rehearsed and pre-recorded. “There were so many people, we had a lot of rushes and so many different genres of music. So it was a lot to handle. However, the entire team handled all of that really well and <keyword id="194866" type="PERSON" weightage="20" keywordseo="Hemant-Chaturvedi">Hemant Chaturvedi</keyword>, our director of photography, gave it a rock concert feel. It was also Sanya’s first ad. She came with a completely spontaneous, unfrazzled talent and I would love to work with her again,” added Madhvani. Happydent’s ‘Palace’ In 2015, Happydent’s Palace commercial was named as one of the World's 20 best ads of the 21st century by the Gunn Report. The ad was conceptualized by Prasoon Joshi and directed by Madhvani. Speaking about how Joshi’s grand vision was executed, Madhvani said, “Its great working with Prasoon because he has a poet’s mind. It was meant to be a montage film and we had presented a commercial in Delhi which wasn’t a great commercial. And I had thought he would never give me Happydent. But it was really nice of him to trust me. I asked him if we could make a narrative film rather than a montage and he agreed. It was tough. The music was done by <keyword id="73991" type="PERSON" weightage="20" keywordseo="Shantanu-Moitra">Shantanu Moitra</keyword> and the song was sung by Kailash Kher. Composers Vishal-Shekhar were in the next studio. When the duo came to see the commercial, they said they wanted to be a part of it. So they ended up giving the Qawwali claps in the film,” added Madhvani with a laugh. He also shared the day after the ad was released, Madhvani visited the Ogilvy office and he got a standing ovation there. “That was a really sweet moment. Also, Sameer Suneja (who is now the global CEO of Perfetti Van Melle) really supported us. We showed him an 85 as well as a 60 seconder because originally it was originally supposed to be 60 seconds long. But after watching the 85 seconder, he said he did not want to watch the other version. It took a lot of courage from the client as well as from Prasoon to back the idea and back me. So I take no credit except for just made sure that I executed it in a cussed kind of way,” explained Madhvani. While the shoot was supposed to happen in some palace in Rajasthan, it finally happened in Panvel due to lack of funds. However, that hardly affected the final outcome and the ad is still one of Happydent’s most iconic ads.

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

Superstar Shah Rukh Khan's action thriller "<keyword id="6363925" type="General" weightage="20" keywordseo="jawan" source="Orion">Jawan</keyword>" has gone past ₹600 crore mark at the worldwide <keyword id="25892" type="General" weightage="20" keywordseo="box-office" source="Orion">box office</keyword>, the makers said Wednesday. Directed by Tamil filmmaker Atlee, the pan-India film also stars Nayanthara and Vijay Sethupathi as well as <keyword id="1110" type="General" weightage="20" keywordseo="deepika" source="Orion">Deepika</keyword> Padukone in a special appearance. It hit the screens worldwide on September 7 in Hindi, Tamil and Telugu. "'Jawan' becomes the first film to collect ₹300 crore in six days, making it the fastest film to cross this milestone! Collects ₹621.12 crore globally," a note from the makers stated. "In the Hindi market, 'Jawan' collected ₹24 crore nett, and with other languages included, the film's sixth-day earnings totalled ₹26.52 crore. This brings 'Jawan's' Hindi total to ₹306.58 crore nett. When you consider the combined earnings of Hindi and other languages in India, the six-day total stands at ₹345.60 crore," it added. "Jawan", a father-son story at its core, highlights various social and political issues through its hero, essayed by Shah Rukh. The film also stars Sanya Malhotra, Priyamani, Girija Oak, Sanjeeta Bhattacharya, Lehar Khan, Aaliyah Qureshi, Ridhi Dogra, Sunil Grover and Mukesh Chhabra as well as Sanjay Dutt in a cameo appearance. A Red Chillies Entertainment presentation, "Jawan" is produced by Gauri Khan and co-produced by Gaurav Verma.

Shah Rukh Khan's 'Jawan' crosses Rs 600 crore mark at global box office

Mumbai, Jul 15 () Actor Vidya Balan on Wednesday said she had a great time portraying the titular role in the upcoming "Shakuntala Devi", adding that the film celebrates the inspiring journey of the well-known mathematician. Shakuntala Devi, the mathematical wizard, was known for her ability to make incredibly swift calculations. Her genius was first discovered at the age of five, when she solved a math problem for 18-year-old students. "Stepping into the world of Shakuntala Devi was as intimidating as it was exhilarating. Her story is inspirational and makes you see how if we believe in ourselves, the world is our oyster," Balan said in a statement. Directed by Anu Menon, the film is slated to start streaming on Amazon Prime Video from July 31. It was among the first major movies to head to a digital platform owing to the coronavirus-induced lockdown, which has led to the closing of cinema screens across the country. Balan, 41, said a digital release will ensure that the film reaches a global audience. "A direct release on Prime Video will bring Shakuntala Devi one step closer to audiences across the globe where they can watch the movie at their convenience," she said. The film's trailer, unveiled on Wednesday, gave a sneak peek into the adventures of the protagonist and her love for numbers that she valued above everything else in her life. "Shakuntala Devi" also stars Sanya Malhotra, Amit Sadh, and Jisshu Sengupta. The dramedy is produced by Sony Pictures Networks Productions and Vikram Malhotra. JUR RDS RDS

Playing Shakuntala Devi was as intimidating as it was exhilarating: Vidya Balan

By Komal Panchamatia Mumbai, Apr 12 () Filmmaker Anurag Basu believes once the COVID-19 crisis ends, the entertainment industry will be defined by "pre-corona and post-corona" eras.The director was looking forward to his next, "Ludo" this month, the release of which was pushed after the pandemic hit India.Basu said cinema will witness a complete shift in terms of storytelling and mode of entertainment."The cinema and entertainment world will be defined as 'pre-corona and post-corona' era. Storytelling will change and there will be some people, who are getting used to watching stuff on OTT, so that may take the front seat now. "I believe now corona will become the backdrop and subject for many films for years to come till the world sees the next big crisis," Basu told in an interview.The director believes many people will come out as a completely different personality post the lockdown, and it will also influence their choice of content."For some people, the view on life has changed. It will affect their likes and dislikes and the kind of things they want to watch and not watch. They will see the world through a different prism."People will not see anything meaningless and that will push people to make more meaningful stuff. This is just a guess. And that's what we do right? I am only guessing the viewer's choices," he added. Basu said he is also doubtful whether people would be comfortable about returning to the theatres after the lockdown.He hopes Bollywood producers would work together to chalk out a release calendar which lures the audiences to come to the cinema halls. "I hope all the producers discuss what works best for each of them and not fight for dates or cut into each other's business. If we are together, we can manage."From both creative and business points of view, Basu said, like any other sector, the film industry too will be incurring losses due to the lockdown, but the filmmaker is more concerned about daily wage workers."My heart goes out to the daily wage workers, who make for 75 per cent in any film unit, as they will be hit the most with all the shoots being stalled."His next film "Ludo", a comedy anthology, was scheduled to hit the theatres on April 24, but the director is still unsure about the new release date. "We were all ready and geared up for the April 24 release. Looking at the current scenario, I'm not expecting 'Ludo' to hit the theatres soon. As soon as we decide our date we will launch our trailer. Earlier we were supposed to launch it with 'Sooryavashi' release."Set in a quintessential Indian metro, "Ludo" follows four different stories with people dealing with unavoidable jeopardies of life.Produced by T-Series, the film features Abhishek Bachchan, Rajkummar Rao, Fatima Sana Shaikh, Aditya Roy Kapur, Sanya Malhotra, Rohit Saraf and Pankaj Tripathi. KKP SHD RDSRDS

Coronavirus will be the backdrop of many films till world sees next crisis: Anurag Basu

<ul><li>The <keyword id="36208" type="General" weightage="20" keywordseo="festive-season" source="Orion">festive season</keyword> has always been important to brands, especially to e-commerce players who line up big bumper discounts, look for more retail brands to partner and ramp up their product offerings.</li><li>This festive season, e-commerce platforms are focusing on bringing more personalisation and curation to customers shopping online through greater tech and marketing integration.</li><li>More and more e-commerce platforms are also exploring social commerce, turning their apps into super apps by bringing content, products and trends under one roof for consumers to watch and shop at once.</li><li>With increasing internet penetration, e-commerce players are expecting new growth from Tier II, III and beyond this festive, which will cumulatively contribute to $150 billion of e-commerce as per RedSeer Consulting’s report.</li><li>We speak to India’s leading e-commerce players to find out more about their festive plans and revival expectations.</li></ul>The year 2020 accelerated e-commerce industry, perhaps by a decade, revolutionising the way brands operate, run, and grow their businesses, as well as how consumers choose to shop and pay. In the initial months of the lockdown, businesses witnessed a clear shift in consumer behaviour. Historically offline shoppers also came online due to convenience and safety. Consumers are still hesitant to return to in-store shopping completely and audiences from Tier II and Tier III are also preferring to shop online. The pandemic has evidently caused an inflection point for e-commerce in the country. With the second-largest internet user base, India has emerged as one of the most prominent markets globally. Around 480 million people in India have access to the internet out of which 90 million are online shoppers, according to estimates from management consultancy RedSeer. Shoppers from India’s small towns and cities will cumulatively contribute to $150 billion of e-commerce GMV in the coming decade, until 2030, revealed RedSeer. <div type="image" title="redseer - ecomm report" msid="85901903" hostid="261"></div> After spending a glum year and a half, consumers are excited to celebrate the festive season with upcoming shopping sales for Diwali, Dussehra and Christmas. IPL and ICC T-20 World Cup will further improve consumer sentiment this year. According to a survey conducted by The Trade Desk and YouGov, 82% of consumers shopped online at least once a month in the past six months, and nearly one in four made online purchases several times a week or more often. Titled ‘<a href="https://pages.thetradedesk.com/rs/527-INM-364/images/TheFestiveSeasonPulse2021.pdf">The Festive Season Pulse 2021</a>,’ it further said that 91% of Indian consumers are planning a purchase during the upcoming festive season and six in 10 are interested in learning about new brands during festive season sales. To leverage this uptick in consumer sentiment, the e-commerce category is all set to begin its festive marketing blitz and is preparing to line up big discounts for the season in a few weeks. For this 30-day period leading up to the festive season, leading fashion e-commerce platform <keyword id="319719" type="General" weightage="20" keywordseo="myntra" source="Orion">Myntra</keyword> has planned ‘Big Fashion Festival,’ which will be followed up with Myntra Diwali Sale, with a focus on ethnic wear. It will also be focusing on emerging categories like Beauty and Personal care, kidswear and categories such as innerwear and essentials which have experienced tailwinds post-Covid. Myntra’s Chief Business Officer, Ayyappan Rajagopal said, “We are expecting this festive season to be bigger than last year with more customers using online channels to make their purchases. Demand usually peaks in the 30 days leading to Diwali and we expect this year to be no different. In fact, the demand in the 2 months leading to the festive season is expected to be far more than last time (because people have learnt with time to adapt to a pandemic world). We expect high demand from across geographies and markets - metros, Tier 1, Tier 2, T3 cities and beyond. To cater to that, we have built the right ethnic wear, beauty, and home selection, and have partnered with brands on best deals. Hence, to leverage this demand and provide best value to our customers, we are organizing Big Fashion Festival and Myntra Diwali Sale to make this season a resounding success.” Right on the heels of the festive season, Myntra ramped up its marketing game by onboarding Hrithik Roshan, Vijay Deverakonda and Dulquer Salmaan as its newest brand ambassadors, alongside the existing celebrity ambassadors Kiara Advani, and Samantha Akkineni. Now, it is hoping to double its customer base and cater to Gen-Z shoppers with its high-decibel marketing. “With the optimism coming from recovery from Covid and revival in shopping sentiments along with the habitualisation of digital foray across all customer segments, we see a lot of new customers shopping during this festive season. We have also seen trends in Metro/T1 markets where Myntra has been traditionally strong, pointing towards such a revival. With a positive overall sentiment, we will be looking at doubling our customer base during this period. There will also be an added focus towards expanding our footprint in southern markets, deeper penetration into Tier 2 / 3 towns and exploring customer addition through emerging categories like Kids wear, Inner wear, fashion accessories, Beauty and persona care, etc. The greatest focus will be on Gen-Z cohort of shoppers,” shared Rajagopal. E-commerce platforms are also focusing on bringing more personalisation and curation to customers shopping online through greater tech and marketing integration. More and more e-retailers are exploring social commerce, turning their apps into super apps by bringing content, products and trends under one roof for consumers to watch and shop at once. D2C fashion platform Bewakoof.com that recently raised Rs 60 crore in an investment round led by InvestCorp, IvyCap and Spring Marketing Capital, is expecting to Rs 120 crore in brand sales this quarter. It recently rolled out celebrity-led digital campaigns with Rajkummar Rao, Sanya Malhotra and Farhan Akhtar. It plans to further build its market presence by signing more A-list celebrities to its roster and launch a 360-degree campaign by October. On the technology side, the company intends to launch a gamification-led loyalty program as it upgrades its Bewakoof Tribe with new and exclusive launches for the club members. Sharing the platform’s festive plans further, Prabhkiran Singh, Founder CEO, Bewakoof.com said, “Post pandemic, we saw a strong recovery and growth in certain categories like casual wear and leisurewear because of customers staying at home and with the pandemic slowing down, we expect a strong recovery in categories like ethnic wear, bags, accessories, etc in the festive season ahead. We’re also looking to capitalise on winter wear more this year than usual with winter around the corner and have put in investments accordingly. We expect our brand sales to be Rs 120 crore for the festive quarter.” For Bewakoof, the northern and western markets see the highest demand, followed by West Bengal and Assam because of Durga Puja. Currently, over 6 million customers visit Bewakoof.com every month. Singh told us that the festive season serves as a crucial window in the year for new customer acquisition and bringing back customers that haven’t shopped again for a while. The platform is also planning on increasing its marketing spends this festive. “For this year, 15% of our total marketing budget will be spent for the upcoming festive season.” We’re in the process of rebranding Bewakoof in the next 1-2 months and we’ll have a new look, logo, tagline along with a new set of celebrities that will endorse Bewakoof so we’re excited to roll this out and create buzz around it along with backing it up with top-funnel marketing investments. We plan to go heavy on top-funnel marketing investments starting October,” said Singh. E-retail platform OLX has upped its UI to woo its customers, digitising the entire process of online retailing, including verification of all its premium items. OLX Autos launched a verified inventory of cars with a new interface, which provides a detailed history of the car right from the ownership period all the way up to the service history of the car, and access to a host of financing options and after-sales products like insurance and warranty. As a result, OLX has witnessed a surge in demand for pre-owned cars. Sapna Arora, CMO, OLX India said, “Green shoots are already visible in the used car retail segment. The demand for pre-owned cars has been 25% higher than the pre-Covid levels while there has been an 82% plus growth in demand for pre-owned smartphones. Our goods category has also witnessed a strong rebound, as demand and supply have gone up by an average of 68% and 25%, respectively, compared to pre-Covid levels. The upcoming festival season is important for us as we expect the gap to be narrowing down between pre and post-Covid levels. There has been a strong uptake of e-commerce across regions, especially in Tier 2 and Tier 3 cities, with consumers there making the greatest shift to online shopping. We will continue to focus on the pre-owned auto segment and are expecting to surpass the demand this festive season.” At an industry level, Arora told us that e-commerce players are leveraging on hyper-personalisation to create individualised experiences on the platform and AI-powered chatbots are being implemented by the online retailers to bring customers close to an offline retail experience with a high engagement rate. Sharing OLX’s plan, Arora added, “This festive season we plan to use innovative solutions via relevant messaging at different levels of the retail journey. Our consumer base is growing organically. During this year’s lockdown, a lot of people moved online and we saw growth, about 30% more daily active users (DAUs) from our previous pre-Covid peak. In the festive season, our huge inventories across segments will contribute to increasing the DAU’s on the platform.” As per Nielsen India’s E-commerce Consumer Panel (E-Analytics Solution), there was a double-digit increase in average spend of online shoppers for electronics and accessories (39%), mobile and accessories (12%), and fashion, including apparel, footwear, and accessories (10%) after the pandemic. Appliances (e.g.TV, WM, refrigerators, etc.) also saw notable shopper spending increase at 9%. E-commerce giant Amazon is also ramping up its product range for the festive season. “Together with thousands of small &amp; medium business and brand partners, we continue to offer our customers the widest selection, convenience, and fast delivery. We are humbled by how millions of Indian customers have made us a part of their daily lives. Also, customers continue to believe that online shopping is the safest way to shop which has been reflecting in all the recent events of Amazon like Prime Day 2021, Great Freedom Festival, Rakhi Store, Onam store and so on. This festive season is not a normal one for reasons we all know and our success metric would be focused on how we can make our sellers successful. Customers can look forward to shopping from a wide selection of products across categories like Home &amp; Kitchen, Fashion &amp; Beauty, Appliances and Smartphones, Grocery essentials and more from the comfort and safety of their homes," said an Amazon India spokesperson. This growth trajectory of e-commerce platforms in India testifies how customers are increasingly recognising the importance of comfort shopping within closed doors, and after seeing their businesses take a plunge in the first three months of the lockdown, more and more sellers are also coming online.

This festive season, e-commerce platforms are betting big on Tier II and III markets, which are likely to contribute $150 million to e-commerce growth this year

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Maggi launches a new ad for its Spinach variant with Sanya Malhotra and Rajkummar Rao

BI India Partner

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

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Shah Rukh Khan's 'Jawan' crosses Rs 600 crore mark at global box office

PTI

Playing Shakuntala Devi was as intimidating as it was exhilarating: Vidya Balan

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Coronavirus will be the backdrop of many films till world sees next crisis: Anurag Basu

PTI

This festive season, e-commerce platforms are betting big on Tier II and III markets, which are likely to contribute $150 million to e-commerce growth this year

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SRK, Rajnikanth, Ranveer Singh set to fire up the silver screens in 2023: Here are the most-anticipated upcoming Indian movie releases

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