<ul><li>Cult.fit gives a twist to <keyword id="2177" type="General" weightage="20" keywordseo="Om-shanti-om" source="Orion">Om Shanti Om</keyword> because Picture abhi baaki hai mere dost! </li><li>Played by <keyword id="1181511" type="General" weightage="20" keywordseo="sayani-gupta" source="Orion">Sayani Gupta</keyword>, Shanti rescues Om in this advertisement.</li></ul>Cult.fit is back with their ad campaign - ‘<keyword id="12725489" type="General" weightage="20" keywordseo="fitness-is-not-an-option" source="Orion">Fitness is not an option</keyword>.’ This time, it gives a twist to Om Shanti Om. <div type="Youtube" id="4Tocf4KyvmA" title="Fitness is not an option, mere dost! | cult.fit" thumbUrl="https://i.ytimg.com/vi/4Tocf4KyvmA/mqdefault.jpg"></div> Rejecting the traditional damsel in distress routine, this Shanti doesn't wait for a hero to rescue her. She can take care of herself, thanks to her Cult.fit classes. In this advertisement, actor Sayani Gupta plays Shanti and <keyword id="2626213" type="General" weightage="20" keywordseo="naveen-kasturia" source="Orion">Naveen Kasturia</keyword> can be seen as Om. The new ads released by Cult.fit under the campaign 'Fitness is not an option' encapsulate its core message that fitness is a necessity and should be made a top priority by people across all ages and fitness levels. Through humour, the ad films will showcase an alternate storyline where the protagonist of the films will be escaping rebirth thanks to better fitness levels compared to the original characters. By creating humorous spoofs of iconic scenes from these movies, Cult.fit aims to land its key message in a manner that is relatable and highly entertaining.

The one where Shanti rescues Om; Cult.fit's latest ad gives a new ending to Om Shanti Om

<ul><li><keyword id="2518439" type="General" weightage="100" keywordseo="audible" source="Orion">Audible</keyword>'s has launched two new ad films featuring TV actors <keyword id="18851" type="General" weightage="20" keywordseo="nakuul-mehta" source="Orion">Nakuul Mehta</keyword> and <keyword id="993362" type="General" weightage="20" keywordseo="rithvik-dhanjani" source="Orion">Rithvik Dhanjani</keyword>.</li><li>Conceptualized by Audible and executed by Media Monks, the ads will air on over 60 channels across genres.</li></ul>Amazon's Audible has launched two new ad films, featuring TV stars Nakuul Mehta and Rithvik Dhanjani, showcasing the wide and diverse range of audio and spoken word content available on Audible, which listeners can enjoy whenever, wherever they like. Rithvik and Nakuul have lent their voices to two new, already popular free-for-all Audible Originals available on Audible.in. You can listen to Rithvik on Buri Nazar, a seemingly light family drama with a supernatural twist (also featuring the irreplaceable <keyword id="20895" type="General" weightage="20" keywordseo="supriya-pathak" source="Orion">Supriya Pathak</keyword> and <keyword id="1181511" type="General" weightage="20" keywordseo="sayani-gupta" source="Orion">Sayani Gupta</keyword>) and Nakuul on ‘Mine and Yours (Season 2),’ a modern love triangle where he competes with Kubbra Sait’s character for attention from Sayani Gupta’s character. This made them a natural choice for the films. Conceptualized by Audible and executed by Media Monks, the ads will air on over 60 channels across genres like Hindi General Entertainment, Hindi Movies, Hindi and English News, Hindi Music, English lifestyle, English Movies, Infotainment as well as on live sports like the India-New Zealand test match from 3rd to 7th December 2021 and the English Premier League between 27th Nov and 28th December 2021. The first film opens with Rithvik immersed in a rigorous workout, getting his “beast mode on”, listening to epic battle titles available on Audible, including Suno Mahabharat Devdutt Pattanaik ke Saath and Game of Thrones by George R.R. Martin. Nakuul on the other hand is more focused on “working out” his mind by listening to calming and relaxing titles such as Think Like A Monk written by Jay Shetty, A Guide to Stress Free Living written by Om Swami and Deepak Chopra's Mind Body Zone: Living Outside the Box. In the end, we see Rithvik offering Nakuul some easy workout tips. Dodging him, Nakuul quickly switches on Audible’s Sleep Collection and nods off! <div type="Youtube" id="PIojbNqez7I" title="Audible TVC 1 - 35 secs" thumbUrl="https://i.ytimg.com/vi/PIojbNqez7I/mqdefault.jpg"></div> In the second film, Rithvik is seen lamenting over his healthy snack, enviously eyeing a batch of freshly baked cookies that Nakuul has prepared, while enjoying his favourite titles on Audible, like The Alchemist by Paulo Coelho, Harry Potter by J.K. Rowling, Neil Gaiman and Dirk Maggs’s The Sandman, Sherlock Holmes written by <keyword id="229803" type="General" weightage="20" keywordseo="stephen-fry" source="Orion">Stephen Fry</keyword>, Sapiens written by Yuval Noah Harari and Scion of Ikshvaku written by Amish. Rithvik, who is still drooling over the cookies, teases him and says his next listen will be The Hunger Games written by Suzanne Collins on Audible next, and runs off stealing some cookies from Nakuul’s tray!” <div type="Youtube" id="u6235aAp9go" title="Audible TVC 2 - 35 secs" thumbUrl="https://i.ytimg.com/vi/u6235aAp9go/mqdefault.jpg"></div> Both films bring out the crackling chemistry and camaraderie between Rithvik and Nakuul while highlighting their impeccable comic timing. In spite of having diametrically opposite personalities who enjoy completely different activities and audiobooks (which really helps showcase the expansive range of titles available on Audible) their close and playful relationship comes alive on screen, and make the films a pleasure for fans, or really anyone to enjoy! <keyword id="3813194" type="General" weightage="20" keywordseo="Shailesh-Sawlani" source="Orion">Shailesh Sawlani</keyword>, Country Head, Audible India, said, "We recently launched an all-you-can-listen Plus catalogue for our members featuring over 15,000 Audible Originals, audiobooks and podcasts across languages and genres. We also expanded our free selection to include hundreds of Audible Originals and several thousand podcasts; all this in addition to our always-expanding Premium Plus library, featuring over 200,000 titles. Our ad films showcase how we have something for everyone in our diverse slate, including titles featuring household names like Rithvik and Nakuul and other popular talent. We hope that the viewers enjoy our ad films, brought to life by these very talented and spirited actors." Nakuul Mehta said, “Working on these ad films for Audible with my friend Rithvik was just pure fun! I personally really enjoy the audio medium and love how our films capture this very real audio truth - that people with different personalities and choices can still find something to love and bond over on Audible! I recently narrated the second season of the Audible Original 'Mine and Yours' which is available absolutely free for everyone. I hope our audiences enjoy the ad films and our audio shows on Audible as much as we enjoyed making them.” Rithvik Dhanjani said, "I recently recorded an Audible Original show 'Buri Nazar' which truly helped me realize the power of audio. The entire process of working on the show was so exhilarating for me and the great response we have received makes the experience that much sweeter. With these latest ad films, I hope we showcase how effortless and entertaining listening to Audible can be, whenever and wherever you feel like. It was great fun to work with Nakuul on them; it didn't feel like we were shooting at all!”

Audible's new ad films featuring Nakuul Mehta and Rithvik Dhanjani, showcases the diverse range of content available on the platform

The third season of the hit <keyword id="7745246" type="General" weightage="20" keywordseo="amazon-series" source="Orion">Amazon series</keyword> "<keyword id="7686959" type="General" weightage="20" keywordseo="four-more-shots-please" source="Orion">Four More Shots Please</keyword>!" will premiere on October 21, streamer Prime Video announced Friday. Created by Rangita Pritish Nandy and produced by Pritish Nandy Communications, the series is headlined by actors Sayani Gupta, Kirti Kulhari, Bani J and Maanvi Gagroo. According to a press release issued by the streamer, the new season will bring back to screens the lives of four unapologetically flawed women -- Damini (Gupta), Umang (Bani J), Anjana (Kulhari) and Sidhi (Gagroo) who live, love, blunder, and discover what continues to make them tick through their forever friendship in the city of Mumbai. Actors Jim Sarbh, Rohan Mehra, Shilpa Shukla and Sushant Singh join the cast for the third season, which also includes Prateik Babbar, Lisa Ray, Neil Bhooplam, Rajeev Siddharth, Amrita Puri, Simone Singh and Samir Kochhar. Rangita Pritish Nandy called the upcoming chapter of the show as the "most personal season". "Season one, you met Anjana, Damini, Umang and Siddhi, season two, you saw them stumble through life-lessons and blunders, season three, watch our girls own themselves; drama, failures, errors in judgment, losses and warts, all included. "In that sense, season 3 is our most personal season. There is no way that you will not want to be a part of this friendship," the creator said in a statement. Buoyed by the success of the first two instalments, producer Pritish Nandy said the show's team has worked harder to produce a power-packed season three. "'Four More Shots Please!' travels to Italy and Punjab this season, apart from South Mumbai; the drama is bigger, the scale is larger, and the friendship is stronger. The show's nomination at the international Emmys in 2021 is a testament to the fact that 'Four More Shots Please!' has hit a personal note with audiences in India and internationally. "There is really no other show that celebrates female friendships like 'Four More Shots Please!' and I'm hopeful that our fandom will grow substantially with this new season," he added. Aparna Purohit, Head of India Originals at Prime Video India, said "Four More Shots Please!" has been a true labour of love for the streaming service. "It's a celebration of sisterhood. This show reaffirms our commitment to promoting diverse and new cinematic voices and making Prime Video a home for talent. "Seventy per cent of the creators who we work with on a project, work with us again and that exemplifies true collaboration! We've had a long-standing collaboration with Pritish Nandy Communications and can't wait to unveil the new season of the show on October 21," Purohit said. "Four More Shots Please!" is directed by Joyeeta Patpatia and written by Devika Bhagat with dialogues by Ishita Moitra. SEE ALSO: <a href="https://www.businessinsider.in/entertainment/news/swabhimaan-actor-arun-bali-passes-away-at-79-in-mumbai/articleshow/94695606.cms">Swabhimaan actor Arun Bali passes away at 79 in Mumbai</a> <a href="https://www.businessinsider.in/tech/news/metas-metaverse-app-has-several-quality-issues-admits-head/articleshow/94696811.cms">Meta's metaverse app has several quality issues, admits head</a>

Prime Video's 'Four More Shots Please!' season three to debut on October 21

<ul><li>Tanishq’s latest Ekatvam Diwali ad stirred up a new row of controversy on social media for promoting a crackerless Diwali. </li><li>The brand was quick to delete its ad this time. </li><li>This made us wonder if brands are setting a wrong precedent by pulling down their advertisements and giving in to these bullies too quickly? Will consumers lose faith in the brand for backtracking and its lack of confidence? </li><li>Experts tell us their thoughts and ideal ways of dealing with online trolling. </li></ul>Tanishq has found itself in troubled waters yet again. On November 09, #BoycottTanishq was trending on Twitter for another advertisement under its on-going ‘Ekatvam’ (unity) campaign and this time, we are scratching our heads to find a reason why it offended the internet users. The ad featured four independent actors Sayani Gupta, Neena Gupta, Alaya F and Nimrat Kaur talking about what they love about Diwali and how they are going to celebrate the festival this year. The ad is about female companionship and oneness. It celebrates successful women and positions itself as a brand that caters to women of all ages. Tanishq’s latest ad wasn’t just about promoting a noise-free Diwali, contrary to what trolls think. It was about celebrating Diwali with family and not bursting crackers was just one of the messages they gave. The message which offended many internet users wasn’t the central thread of the ad. It was woven around the message of equality and togetherness. Its caption read, “This Diwali, let’s unite and celebrate with those closest to our hearts.” While many experts say that religion is a tough subject to handle and brands should be careful in the way they project themselves, this time, Tanishq played it safe. It only featured Hindu, upper-caste and class women celebrating Diwali. So, what was the problem? It seems like the memories of the previous storm were still fresh and the mere sight of Tanishq is offending Twitterati. They were quick to jump in to ask for another boycott for ‘trying to advise Hindus on how to celebrate their festivals’ and ‘defame their culture.’ “Why should anyone advise Hindus how to celebrate Our Festivals? Companies must focus on selling their products, not lecture us to refrain from bursting Crackers. We will light lamps, distribute sweets and burst green crackers. Please join us. You will understand Ekatvam,” said a user. “Saw a recent ad campaign by Tanishq Jewelry where some bimbos prattle vacuously about how Deepavali is about buying clothes and jewellery. Looks like this is the new woke line. Strip Deepavali of all religious significance and make it a kind of a glorified kitty party with lights,” said another Twitter user. They even had a problem with women not wearing symbols of patriarchy and their badges of being married such as bindis, bangles and sindoor. <div type="twitter" handle="krithikasivasw" handlename="krithika sivaswamy" image="http://pbs.twimg.com/profile_images/1307598588181016576/coJ-S3Qq_normal.jpg" favoritecount="172" retweetcount="61" status="No bindi, no deepam, no lakshmi pooja. While I don't like to intefere into people's dressing or spiritual choices… https://t.co/tzM0cbaXk0" createdat="1604896710000" id="1325659002307375105"></div> It was around a month ago that Tanishq’s ad film about a Hindu bahu and her Muslim saas living together peacefully made the trolls uncomfortable. In both these controversies, Tanishq was quick to withdraw its ad and apologise for hurting religious sentiments. This made us wonder if brands are setting a wrong precedent by pulling down their advertisements and giving in to these rabble-rousers too quickly? The last time, Tanishq withdrew its ad because the safety of its employees was in danger and so far, for its recent ad, it has just been social media outrage. Powerful brands like Tanishq have the resources to stand up to these bullies. Brands are also aware of the volatile climes they live in and how advertisements can irk some internet users. So, are brands not hiring good media planners? Will consumers lose faith in the brand for backtracking and its lack of confidence? A larger question every CMO ponders upon, what is the ideal way to deal with these online bullies? We reached out to experts to find out. Here is what they had to say: Lloyd Mathias, Business Strategist and Angel Investor: I am surprised that Tanishq chose to take down the ad in the face of social media backlash. I am sure the brand foresaw the likely controversy when they chose to go down this path – so backtracking now is a little surprising and doesn’t speak well for their planning. It is important for companies and brands to respect public sentiment. After all, a brand and a company exists within a larger community and all it does is have to reflect the values of its users and the larger society it operates in. Thanks to their reach and heft, brands have become important elements in shaping culture, influencing behaviour and moulding opinion. It is therefore important for them to proactively do the right thing, even though it may have short-term implications for their business. Harish Bijoor, Brand Guru &amp; Founder, Harish Bijoor Consults Inc: I very simply believe that brands must avoid touching topics that either directly or indirectly touch politics or religion. Anything that touches these two or adjacent issues such as custom and tradition, must be avoided. These are sensitive times. Avoid issues that sensitize audiences further. Akshara Vasavda, Creative Lead, Schbang: Another <keyword id="2851713" type="PERSON" weightage="20" keywordseo="Tanishq-Ad">Tanishq ad</keyword> taken down because of angry trolls upset over someone saying we shouldn't burst firecrackers, because you know, we're kind of in the middle of a pandemic and an on-going climate crisis in general. How dare they? First, let's focus on the real issue - the extremists dominating much of the Indian media and social media right now, spreading their intolerance in almost every sphere of our lives. There is no platform where one can express their (very reasonable and justified) views freely without getting attacked by angry extremist trolls. Whether or not Tanishq should have taken the ad down is a separate conversation. They are still yet another victim of growing extremism in our country, albeit a very privileged victim with power and resources to fight this issue and bring some much needed change. Should Tanishq have taken this ad down? Absolutely not. I work on a brand 100x smaller than Tanishq that was attacked for a week straight for a simple social media post on Navratri, but we stuck to our cause and fought the trolls off with a team of 3 girls handling ORM. I simply do not see why a brand like Tanishq feels forced to take the ad down except for maybe, just maybe, they want to have their cake and eat it too - please the progressives but be in the good books of conservatives/right wing audience as well. Afterall, their sales come from the old and the rich. Or maybe, they want the controversy. Whatever the reason is, I'm out of sympathy for this TATA giant, when small, independent brands are not afraid to stand up in the face of right-wing suppression of speech. Kuber Chopra, Founder, Creative and Strategy Director, Rasta: What Tanishq is dealing with is not a "might offend someone" mindset, it's got to a point where the trolls have simply marked some brands as too liberal for their liking. Just like they would mark some popular liberal voices as those to quash dare they speak. While I did feel when they released the last ad, they would have been conscious of potential backlash, on this occasion they're just dealing with depressing brainwashed mindsets that are going to continue to get offended by the sight of Tanishq. They are probably offended by this because there are 4 independent women and no men in a Diwali ad (albeit it's a jewelry ad) speaking English. I'm honestly a little saddened to suggest a hack for this, but if Tanishq doesn’t think putting a brave front is worth it, they should change the script and redo the voice over perhaps in Hindi. If they want to be brave they can release little snippets of each of these women lighting dias and a little story about who they are, where they're celebrating Diwali. And of course, doing nothing is also a strategy. Hope Tanishq has the best Diwali and open minded Diwali shoppers make their wallets heard. Akshaara Lalwani, CEO &amp; Founder, Communicate India: Conceptualization of an ad campaign is backed by the vision to create an emotional connect with the audience. While ṭhis attempt may at times click well for the brand, there is a possibility of it backfiring too, especially during such sensitive times, when the world is battling through a global health crisis and emotions are heightened. However, keeping that in mind, it is also imperative for brands to believe in its value system and not change as per audience receptiveness. Thus, pulling down the ad wasn't the best way to deal with this situation and only reflected the lack of belief in the idea that the brand had executed through this campaign If we observe the audience engagement post-global-lockdown, it has reflected an upsurge in the rate of social media trolls. Having had the technological access and ample amount of time at hand, people are consuming content on a larger scale and hence brands have been put under the microscopic lenses. In order to deal with such trolls, brands need to evaluate and understand the sentiment that the campaign has brought forth among the audiences. Basis the audience reaction, devising a strategy that helps communicate the campaign’s authentic idea is the best way to tackle the situation at hand. Amyn Ghadiali, Vice President -Business &amp; Strategy, Gozoop: It definitely sets a wrong precedent. I believe that more than trolls, the customers also lose faith in the brand because it doesn’t have the courage to see through things that they actually believe in. If I were the brand custodian at Tanishq, the fundamental question I would ask myself is that do I believe in what I am saying &amp; are the ones trolling me/ my customers? If they are, then I would really like to understand their POV better rather than pulling down the ad. If they are random trolls, who never would be able to afford my brand, why even bother? Also, if a brand believes in a progressive society, I would want to have customers who share that ideology. Look at how Jeff Bezos supported black lives matter. I wouldn’t call it strategy, I would simply call them principles. We all know principles mean nothing if they don’t cost us something. The best way to deal with trolls is to create an army of brand advocates that stand by your decision and belief. In-case of a polarising debate like that of Tanishq or for that matter any brand, it is important to have a spine and stick through. People who support your belief system will come forward, defend you and in-fact respect you even more.

You Searched For "sayani gupta" and got 5 results

The one where Shanti rescues Om; Cult.fit's latest ad gives a new ending to Om Shanti Om

BI India Partner

Audible's new ad films featuring Nakuul Mehta and Rithvik Dhanjani, showcases the diverse range of content available on the platform

BI India Partner

Prime Video's 'Four More Shots Please!' season three to debut on October 21

PTI

Is Tanishq’s Ekatvam Diwali ad being pulled down setting a wrong precedent?

Karuna Sharma

World Menstrual Hygiene Day: Brands come forward to raise awareness

BI India Partner