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<ul class="summary-list"><li>With 24 hours notice, I flew from New York to New Delhi to help my father care for sick family members. </li><li>My grandmother's condition began to worsen and we had to find an available hospital bed, but there were very few options. </li><li>In the week since I arrived in <keyword id="3658" type="COUNTRY" weightage="60" keywordseo="India">India</keyword>, I lost friends and family members - all I could do was write condolence messages. </li><li>Amitoj Singh is a New York-based journalist who has previously been principal anchor and <keyword id="6355005" type="UNKNOWN" weightage="60" keywordseo="news">news</keyword> editor at India's New Delhi Television. </li><li>This is an <keyword id="6356002" type="UNKNOWN" weightage="100" keywordseo="opinion">opinion</keyword> column. The thoughts expressed are those of the author. </li></ul>In the span of 24 hours, two of my friends lost their fathers to India's COVID crisis.It was that fear for my father's life that made me pack my bags and leave New York within a day's notice.It was April 24 and New York was coming back - you could feel it. The sun was shining that glorious Saturday. I woke up, donned my running shoes, grabbed my headphones, and without checking my overnight messages, took off for a run around the Central Park reservoir. Midway through the run, I got a rare call from my dad's sister. I would call her back. But then a feeling nagged me so I called my dad. He answered like he always did whatever the situation."Ya Johnny," as he calls me. Not waiting to hear my reply, I heard him ask my 93-year-old grandmother to keep her mask on. "Don't you want to get well?" I stayed quiet for a moment. "Dad, do you have COVID?" I interrupted."I may have. I don't know. I haven't been able to get a test yet. I've been kind of sick for the past few days. But everyone here is sick. I'll call you back." He needed to give someone medicine. He was taking care of his cousin and mother at their house in a town called Paonta Sahib, a five-hour drive from New Delhi, India.Over the next half hour, I learned that COVID had hit my family in three separate households. I knew I needed to help my father, and since I was fully vaccinated, I decided to fly back to India. <h2>From a city that survived to a country in crisis</h2>As a breaking news journalist for the past 10 years, I'm used to packing my bags quickly and leaving for a new destination. But, this time was different. I was leaving New York after having survived the worst of the city's crisis, after avoiding getting the virus for more than a year. It felt like the <keyword id="43587" type="ORGANIZATION" weightage="60" keywordseo="pandemic">pandemic</keyword> was over. But now I was travelling to the world's second-most populous country where the virus was uncontrollable."What will you be able to do? You don't understand. The moment you exit the airport, you will get the virus. It's in the air. It's everywhere," warned my brother-in-law urging me to not come. His mother and grandmother had been infected in the same house.On the plane, I overheard a number of my fellow double-masked passengers asking about the health of loved ones back home."What are the oxygen levels?""I should be home in about 15 hours. Do we need a hospital bed yet?"After landing in India, I entered our family home. My father spoke to my grandmother, "Look who has come. He's come from America to be with you." Even the oxygen mask couldn't hide her happiness at seeing me. But for me, there was no time to feel joy, relief, or family warmth, only the slow build-up of shock - an unbelievable realization that a crisis I thought was over, was very much alive.My family house looked like a hospital. Medicine, defibrillators, an IV line set up, an oxygen concentrator, and medical supplies crowded the rooms. My father was performing a non-stop schedule of cooking, measuring oxygen and blood pressure levels, seeking the advice of doctors, giving medicine, updating the rest of the family, and constantly planning the next move - which hospital has a bed we can take her too?Three other members of the family had COVID too. Still jet-lagged, I settled into the night shift to look after my grandmother. She would unknowingly take off her oxygen mask and I would put it back on to keep her blood oxygen levels stable. When she took it off, her oxygen levels shot down. So far, I was winning. I just had to gently hold her hand through the night. <h2>"It's in the air. It's everywhere."</h2>By now, COVID had brutalized India.Horror stories were emerging. A <a href="https://www.ndtv.com/india-news/baby-starved-for-2-days-as-mother-lay-dead-no-one-helped-fearing-covid-2425451">baby had starved for two days</a>, while his mother lay dead from COVID beside him. <a href="https://www.thesun.co.uk/news/14915417/covid-bodies-loating-ganges-river-india/">Bodies washed up</a> on the banks of India's most holy river, the Ganges. <a href="https://factly.in/this-video-showing-a-long-queue-of-dead-bodies-awaiting-cremation-is-from-delhi-not-bhopal/">Snake-shaped queues of bodies waiting outside cremation sites</a> sent a chill down the spine. India had become the only nation to pass 400,000 cases and 3,500 deaths in one day. Experts believed, in reality, <a href="https://edition.cnn.com/2021/04/27/india/india-covid-underreporting-intl-hnk-dst/index.html">deaths and infections were likely three to five times more</a>.<div type="image" title="Cows feast on fruits left as offerings at the cremation site of a COVID victim" height="2688" width="3583" msid="82859013" hostid="261"></div>News of the death of a family elder, a loving grand-uncle, rocked us. He had been as close to me as a grandfather. Speaking to friends and family, I learned COVID was in every household. A former colleague, in his 30s, dead.A friend's grandfather, dead.A friend's wife, a mother to two young kids, dead.<h2>Chasing hospital beds</h2>In all of this, my grandmother's condition was worsening. My father decided it was time to get her to a hospital bed. One was available three hours away in a small town in the hills of the North Indian state of Himachal Pradesh. The ambulance arrived, but the medical staff refused to touch my grandmother for fear of contracting the virus. We had to transport her to the ambulance ourselves. Midway to the hospital, the oxygen supply malfunctioned temporarily.Upon arrival, two doctors outside the COVID-dedicated facility spoke to my father. They were impatient, frustrated, and immediately cited their doubts. They didn't think a 93-year-old could survive. They didn't want to take responsibility for another death. They said maybe it's better if we took her back home. Moments before our arrival, a 38-year-old man had died within seconds of entering the premises. They hadn't even been able to take him out of the ambulance. My father assured the doctor, my grandmother was a fighter. She had no comorbidities at 93 - we expected she would live past 100 easily. They allowed her to be admitted. But their frustration was justified. The hospital itself was inadequate; it didn't have ventilators, a laboratory for basic diagnostic tests, a CAT scan, resuscitation equipment, or an ICU. Even oxygen was rationed between 32 patients as there were only nine regulators. Two of the four government-appointed attendants had not been paid in five months.<div type="image" title="The writer’s grandmother, Harjit Kaur, being treated by the doctors at a Covid facility in North India" height="1040" width="584" msid="82859016" hostid="261"></div>We had to recalibrate. We couldn't take my grandmother to Delhi or any other nearby town. We couldn't take her back home because my father had given our oxygen concentrator to a friend in an emergency, thinking there would be oxygen at the hospital. We tried to find an open hotel for the night. We found one, but they required negative COVID tests and we didn't have any.They allowed us to sit in their restaurant to have tea. Eventually the owner came out. He happened to know my grandmother from her work as a social worker in the area. He explained the situation."It's horrible. I suggest you drive back. You can't do anything. You can keep track of what's happening by video-calling the doctor regularly."On our drive back, my father made dozens of calls to find a bed in a better medical facility. We had no luck; there were no beds anywhere. The next day we were able to find accommodation near the hospital, so we drove back to be near my grandmother. The rest of my family scrambled to find oxygen in case she needed to come home.<div type="image" title="The ambulance that came at 8 PM on May 4 to take Harjit Kaur, the writer’s grandmother back home." height="2476" width="3302" msid="82859018" hostid="261"></div>After three days, the doctor was prepared to discharge my grandmother. She was heard mumbling "take me back home." Her oxygen levels were stable, and we were told she was "COVID-free." The doctor even posted a picture with her on social media, proud of having treated a 93-year-old patient. She was looking better.<h2>The crisis is not over</h2>Despite the positive signs, 24 hours later, after an irregular heartbeat sent us to a local hospital and home again since we couldn't find space in an ICU, my grandmother died as she passed over the threshold into her house. She had died the way she wanted, in her own home.In the week since I arrived in India, I lost friends and family members. I tried to help with oxygen and finding hospital beds, but in the end, all I could do was write out condolence messages.<div type="image" title="A pyre burns at the banks of India’s Yamuna river, Paonta Sahib, a designated cremation site for COVID related deaths" height="3024" width="4032" msid="82859022" hostid="261"></div>Back in the US, I saw friends moving on from the pandemic - most of them had been vaccinated, extra doses were everywhere, New York was opening up, and selfies of joyful reunions adorned my media platforms.In India, I was under lockdown. I couldn't step outside. I was still trying to get my parents fully vaccinated, still trying to help friends and acquaintances get beds, oxygen, and vaccines. I was reliving the pandemic.While the US is moving on, the pandemic still rages in India. Four days ago, on May 18, India recorded 4,529 COVID deaths, the pandemic's highest single daily death toll in any country so far.

Several members of my family in India got COVID, so I flew home to help. While the US reopens, India is still deep in crisis.

<ul><li>This case study decodes how Netflix’s <keyword id="8451401" type="General" weightage="20" keywordseo="kota-factory" source="Orion">Kota Factory</keyword> created excitement around its new season launch through a 360-marketing campaign.</li><li>Netflix decided to leverage Kota Factory’s central character, <keyword id="10137138" type="General" weightage="20" keywordseo="jeetu-bhaiya" source="Orion">Jeetu Bhaiya</keyword>’s fandom, whose philosophy, dialogues and emotions had generated massive mass appeal during season 1.</li><li>The Title Marketing for Kota Factory Season 2 was done by Netflix India in collaboration with <keyword id="9524608" type="General" weightage="20" keywordseo="the-rabbit-hole" source="Orion">The Rabbit Hole</keyword> Agency (<keyword id="9524607" type="General" weightage="20" keywordseo="zoo-media" source="Orion">Zoo Media</keyword>).</li></ul>With characters that resonated with the audience and real life-like conversations that are permanently etched into the minds of viewers, Kota Factory’s Season 2 was one of the most widely anticipated shows on Netflix India. Even those who might have not seen the show are now familiar with ‘Jeetu Bhaiya’ and his worldly wisdom, thanks to the title marketing campaign driven by Netflix India, hand in hand with The Rabbit Hole Agency (Zoo Media). <cmsannotation type="cmsannotation" annotationid="Insight" text="Insight">Insight</cmsannotation> i) The promotions of Kota Factory 2 was based on the show’s central character ‘Jeetu Bhaiya’ whose philosophy, dialogues and emotions had generated massive mass appeal. He represented that one mentor, teacher, at times dependable friend, everyone needs in life, to help answer life’s questions beyond academics. ii) Jeetu Bhaiya’s popular philosophies were interpreted as ‘Out of Syllabus’ making it the theme for the campaign i.e. most of life’s lessons are learned from experiences that are out of the text books and the classroom. That life truly is much more than just academic achievements or failures. This insight was used in all assets for the title marketing promotions of the series. <cmsannotation type="cmsannotation" annotationid="Innovation" text="Innovation">Innovation</cmsannotation> The title marketing of Kota Factory - 2 caught the attention of many, not only for the engaging video content but because of the seamless way in which the insights were adapted and implemented to suit various platforms and events including Youtube, Quora, IPL Ads, Twitter and Print Media. <ol><li>Teaser Phase</li><li>Jeetu Is Back - Marketing Launch with Youtube Pre-Rolls</li></ol>Kota Factory’s first season ended with the audience’s favourite character ‘Jeetu Bhaiya’ gone missing, leaving audiences restless, curious and wanting Jeetu Bhaiya back. The team leveraged this sentiment and launched the promotions of Season 2 with Jeetu Bhaiya addressing the audience’s most asked question “Kota Factory ka season 2 kab ayega?” in an interesting YouTube pre-roll. <a href="https://www.youtube.com/watch?v=qVMHORCiGKY"></a> 2. #OutOfSyllabus - Real Talk on Instagram with Real Engineers For Engineer’s Day, the team collaborated with engineers who had transitioned to become influencers to share real-life examples of the lessons that they have learned #OutOfSyllabus. These meticulously selected influencers such as <a href="https://www.instagram.com/p/CT1WM3cAEcv/">Mythpat</a>, <a href="https://www.instagram.com/p/CT1cOZGsJNe/">R J Abhinav</a>, <a href="https://www.instagram.com/p/CT1dMbQohuu/">Tanzeel Khan</a>, <a href="https://www.instagram.com/p/CT10tN3lPSR/">Rahul Dua</a> and 30 more creators shared black-n-white selfies of themselves from their engineering days, with a caption that spoke of their experiences while studying engineering as well as certain insights that helped them reach where they are today. <a href="https://www.instagram.com/p/CT1rkvEK4e6/"></a> <a href="https://www.instagram.com/p/CT1rkvEK4e6/">Vishnu Kaushal</a>: This picture is from my graduation, I’ve never really talked about my college much, so here goes that- I happen to be a computer science engineer yet the only thing I know about computers is video editing. Even though by 2nd year I pretty much hated what I was studying, there’s something about the whole experience of being in college, making new friends, taking up new challenges that really shapes the person you’re gonna become. Take my example, I practically did everything other than what I was supposed to do. Sang a terrible song on guitar the first day, joined the ‘modelling’ club (which was a big flex in college, well but, I was still single throughout out so…), joined a not-for-profit organisation that helped me meet hundreds of young kids like me passionate to change the world. I think the thing I did learn was how incredibly unique people &amp; their stories are, and I saw myself become a more compassionate person. Between these stories, I found a little bit of who I am &amp; who I might want to be I think that’s what I took from my college. No wonder engineers end up working in every department other than their technical department. Here’s to having a love-hate relationship to your college 🤝🌝 Wishing all the engineers a Happy Engineers Day! <a href="https://www.instagram.com/p/CT17QxDPHn1/"></a> <a href="https://www.instagram.com/p/CT17QxDPHn1/">Tanya Khanjijow</a>: I vividly remember when I was preparing for engineering entrance exams in school, I would sit in the corner of my class even during recess trying to prepare for mock tests or for practising problems! 😅 Ekdum loner Wali life ho gayi thi because I had to give up on randomly hanging out with friends or skipping family functions, movies, tv shows etc. When I finally secured a place in DTU, I tasted the contentment of achievement for the first time ever in my life! And it was a wonderful feeling. Mujhe laga, iske baad college life toh bahut straightforward hogi. Little did I know that it was going to be a big life lesson in itself. Last minute studies se le ke, group discussions, from finding my love for travel to saving up every penny to be able to travel or struggling to find like-minded friends. I’m really grateful that I found to travel in those days and backpacking quickly became my love. I would again skip every possible occasion to only save my pocket money for travel. Thankfully I also found some friends who taught me a little about photography. But fir bhi somehow I managed to ace last-minute syllabus coverage before exams &amp; manage attendance (haha!) to continue travelling. Kaafi kuch Sikhaya hai college life ne. Good and bad moments alike! So, the day I graduated, I thought it was going to be the end of an era or the beginning of something new, little did I know that the journey itself was everything I needed, to be where I am today. What I learned from surviving four years of engineering college, is that zindagi me har type ka lesson zaroori hai. And sometimes you don’t just learn subjects when you’re a student, but leave college with some real life lessons. And if you’re lucky, even your passion! Wishing all the engineers a Happy Engineers Day! Kota Factory Season 2 arriving on 24th September, only on Netflix. 3. Netflix’s Kota Factory takes on IPL 2021 With India watching the IPL, the team had to ensure audience awareness was created. In an industry first, Kota Factory was advertised on Hotstar during IPL 2021 wherein viewers watched the show’s protagonists chalk out fun analogies and drawing a parallel between IPL and IIT entrance exam preparations in 2 brand films. <a href="https://www.youtube.com/watch?v=pd1VlQans78"></a> <a href="https://www.youtube.com/watch?v=hPqHHFlKMxo"></a> Trending at India #4 on Twitter with Brand and Creator Banter - #JeetuBhaiyaOP <a href="https://twitter.com/NetflixIndia/status/1440626479776235531"></a> Ahead of the release, the team encouraged Twitterati to seek life advice from Jeetu Bhaiya, fondly dubbed as the ‘OG’ teacher by fans of the show. Various influencers such as Aishwarya Mohanraj, Srishti Shukla, Sagarcasm and brands such as Tinder, Spotify, Dream 11, Myntra organically participated in the activity and asked questions with the hashtag #JeetuBhaiyaOP. These questions were met with responses in the character’s quintessential style, which had Twitter buzzing and the #JeetuBhaiyaOP trending at #4. <a href="https://twitter.com/AishwaryaMrj/status/1440639509347979264?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1440639509347979264%7Ctwgr%5E%7Ctwcon%5Es1_&amp;ref_url=https%3A%2F%2Fwww.news18.com%2Fnews%2Fbuzz%2Fwhat-life-advice-would-you-want-from-kota-factorys-jeetu-bhaiya-netflix-wants-to-know-4236539.html"></a><a href="https://twitter.com/dusky_drone/status/1440640181342597140?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1440640181342597140%7Ctwgr%5E%7Ctwcon%5Es1_&amp;ref_url=https%3A%2F%2Fwww.news18.com%2Fnews%2Fbuzz%2Fwhat-life-advice-would-you-want-from-kota-factorys-jeetu-bhaiya-netflix-wants-to-know-4236539.html"></a> <a href="https://www.instagram.com/p/CUaIp52B8Ar/"></a> <a href="https://www.instagram.com/p/CUaIp52B8Ar/"></a> 5. Jeetu Bhaiya even took over Quora! While most marketers may not consider Quora as the go-to destination for a film marketing campaign, the promotions of Kota Factory leveraged the knowledge-sharing platform in the most unique format, making it one of the biggest and most engaging highlights of the strategy. Using Quora’s feature of “Promoted Answers”, the team launched a Netflix India page, specifically for the promotion of Kota Factory 2, to connect with the students appearing for IIT exams. Known for being one of the most difficult entrance tests, Kota Factory’s promotions addressed the issues, challenges, and doubts faced by students in the style of various characters from the show.. Some answers were also dialogues from the show. In a short span of time, Netflix’s Quora page had over 15 million answer views, making it the ‘Most Viewed Writer’ across all IIT and JEE preparation related Topics on Quora!. The quirky responses written, drove immense engagement. <a href="https://www.quora.com/profile/Netflix-India%5C"></a> <a href="https://www.quora.com/profile/Netflix-India"></a> <a href="https://www.quora.com/profile/Netflix-India"></a> <cmsannotation type="cmsannotation" annotationid="Jeetu Bhaiya Ke Funde on Youtube" text="Jeetu Bhaiya Ke Funde on Youtube">Jeetu Bhaiya Ke Funde on Youtube</cmsannotation> Since Jeetu Bhaiya is known for his out-of-the-box teaching methods and efforts to include real-life instances to drive home his point, the team created content for YouTube highlighting this facet of the character. The video reached over 2.47 million views a day prior to the launch and left the viewers intrigued, moved and curious to see what season 2 had in store for them. <a href="https://www.youtube.com/watch?v=7tJSGFx4K4c"></a> B) Release Day Truth Bombs with Every Coaching Class Ever on Youtube! Coaching classes in India are a subculture in itself. The teams created a satirical sketch called “Every Coaching Class Ever” representing the cons some coaching classes tend to pull on naive parents and children except for Jeetu Bhaiya’s of course. The video earned 2.6 million views on YouTube. <a href="https://www.youtube.com/watch?v=_XxvfHwI5y0"></a> Taking a dig at Coaching Classes with Print Media Through the years we’ve seen ugly number games on the front page of the newspaper where coaching classes parade students based on their ranks. People need to be reminded that a child is not a success meter, they are much more than that. Taking a cue from, ‘Out of Syllabus’, this coaching institute ad didn’t talk about the successful IIT ranks, but successful lessons learnt ‘Out of Syllabus’. C) Post Launch Promotions Charm Battles (Mayur V/S Ranjan FTW) This #CharmBattle was every nerd’s delight. This fun format saw Mayur More and Ranjan Raj battle it out to impress Ahsaas Channa. With pick up lines testing one’s math and physics to see which actors had the most ‘chemistry’. This fun video proved that engineers can be charming too in their own geeky way. The video has garnered over 1.54 million views. <a href="https://www.youtube.com/watch?v=pEk7-0R_ygw"></a> Mess Food with OKTested Popular Opinion is that Mess food is unanimously despised by everyone whereas on the other hand, “Maa ke haath ka khaana” is unanimously celebrated. In Kota Factory - 2, as mess food and home food is highlighted and talked about in the episodes, the team collaborated with the hosts of Scoop Whoop’s Ok Tested to taste 5-6 dishes and guess whether the dishes were prepared in a college mess or by moms. The video garnered 312K views. <a href="https://www.youtube.com/watch?v=IzbgJhR2Ppc"></a> <cmsannotation type="cmsannotation" annotationid="Results:" text="Results:">Results:</cmsannotation> <ul><li>The #OutOfSyllabus activation on Instagram with 30 leading influencers generated over 130K likes and over 6000 comments. </li><li>#JeetuBhaiyaOP on Twitter was not only trending at #4 but also resulted in 1.6M impressions and a total engagement of 20,667. </li><li>The activation on Quora saw over 19 million answer views, making the Netflix India page, the ‘Most Viewed Writer’ across most of the popular IIT and JEE preparation related Topics on the platform </li><li>YouTube Branded Video Content <ul><li>‘Jeetu Bhaiya Ke Fundey’ garnered over 2.5 million views</li><li>‘Every Coaching Class Ever’ garnered over 2.7 million views </li><li>‘The Charm Battles’ resulted in over 1.6 million views</li><li>‘Can You Identify The Mess Food? | Ok Tested’ resulted in 450K views </li></ul></li><li>The Print Ad gained over 600 organic comments and shares over Linkedin amongst consumers and stalwarts of the advertising industry.</li></ul>

Case study: How Netflix India created buzz around Kota Factory’s season 2 launch by leveraging Jeetu Bhaiya’s fanbase

As part of the 2019 yearly wrap-up, Google India today announced its annual YouTube ads leaderboard for India. The YouTube Ads Leaderboard captures ads that receive the maximum views, shares, and love from audiences across the country. Over the years, video has gone mainstream with YouTube now reaching to 265 million monthly active users as per ComScore 2019 (April) and making it a go-to-destination for brands. And, brands have innovatively capitalised on YouTube’s popularity by creating engaging ads that people truly loved. With the massive depth and diversity of content on the platform, some of the country’s most-loved brands have leveraged YouTube to tell some of the year’s most compelling brand stories, the best of which form the YouTube Ads Leaderboard for 2019. From Kia Motor’s ad for Seltos triggering design creativity, to <keyword id="10591" type="COMPANY" weightage="20" keywordseo="Samsung">Samsung</keyword>’s Good Vibes App ad themed on caring for possibilities, to making people dance to Pepsi’s Har Ghoonth Mein Swag Hain ad - YouTube Ads Leaderboard showcases all this and more. Commenting on YouTube as an advertising platform, <keyword id="3288480" type="PERSON" weightage="20" keywordseo="Satya-Raghavan">Satya Raghavan</keyword>, Director - YouTube Partnerships, India said, “YouTube is now playing a central role in helping consumers arrive at their final purchase decisions. We have worked hard to bring the power of Google and YouTube together to help unlock the magic of intent and YouTube today is a full funnel solution, with tools like TrueView for Action optimised for brand as well as performance objectives like leads and referrals.” Let’s take a look at the most watched ads on YouTube this year: 1. <keyword id="109790" type="COMPANY" weightage="20" keywordseo="Kia-Motors">Kia Motors</keyword> India | Magical Inspirations | Stunning Designs <div type="Youtube" id="8aHVz5RKi1w" title="Kia Motors India | Magical Inspirations | Stunning Designs" thumbUrl="https://i.ytimg.com/vi/8aHVz5RKi1w/mqdefault.jpg"></div>

 2. Samsung India| Good Vibes App: Caring for the Possibilities <div type="Youtube" id="9djutxpXaQE" title="Samsung India Good Vibes App: Caring for the Possibilities" thumbUrl="https://i.ytimg.com/vi/9djutxpXaQE/mqdefault.jpg"></div>

 3. <keyword id="54572" type="COMPANY" weightage="20" keywordseo="PepsiCo">PepsiCo</keyword> India |Har Ghoont Mein Swag <div type="Youtube" id="I5cPOd9aCUc" title="Har Ghoont Mein Swag | Tiger Shroff | Disha Patani | Badshah | Ahmed Khan | Bhushan Kumar" thumbUrl="https://i.ytimg.com/vi/I5cPOd9aCUc/mqdefault.jpg"></div>

 4. Xiaomi India |Mi Smart LED TV sab ki sunega | Say It See It <div type="Youtube" id="54jo2S03kNs" title="Mi Smart LED TV sab ki sunega | Say It See It - Xiaomi India" thumbUrl="https://i.ytimg.com/vi/54jo2S03kNs/mqdefault.jpg"></div>

 5. OPPO F11 Pro | Features, Specs &amp; Product Overview <div type="Youtube" id="9LGH0CTWNIs" title="OPPO F11 Pro | Features, Specs &amp; Product Overview | Available Now" thumbUrl="https://i.ytimg.com/vi/9LGH0CTWNIs/mqdefault.jpg"></div>

 6. Pooche koi bhi sawaal Hindi mein (mausam ki jaankari) | Google Assistant <div type="Youtube" id="GtoKh6zxrEk" title="Pooche koi bhi sawaal Hindi mein (mausam ki jaankari) | Google Assistant" thumbUrl="https://i.ytimg.com/vi/GtoKh6zxrEk/mqdefault.jpg"></div>

 7. <keyword id="44373" type="COMPANY" weightage="20" keywordseo="Aditya-Birla-Group">Aditya Birla Group</keyword> |Big in Your Life <div type="Youtube" id="eJ70_Xj3W-U" title="Aditya Birla Group - Big in Your Life" thumbUrl="https://i.ytimg.com/vi/eJ70_Xj3W-U/mqdefault.jpg"></div>

 8. <keyword id="2210217" type="COMPANY" weightage="20" keywordseo="oneplus">OnePlus</keyword>| 90 Hz Smooth Moves | OnePlus x Robert Downey Jr <div type="Youtube" id="3pwEaJq6rv4" title="90 Hz Smooth Moves | OnePlus x Robert Downey Jr" thumbUrl="https://i.ytimg.com/vi/3pwEaJq6rv4/mqdefault.jpg"></div>

 9. Horlicks |FearLessKota #BottleOfLove <div type="Youtube" id="R3c0ENcF02w" title="#FearLessKota #BottleOfLove" thumbUrl="https://i.ytimg.com/vi/R3c0ENcF02w/mqdefault.jpg"></div>

 10. All new vivo S1 with 32MP Selfie Camera | #ItsMyStyle | HDFC and Jio Offer <div type="Youtube" id="eWpV9XzKKtI" title="All new vivo S1 with 32MP Selfie Camera | #ItsMyStyle | HDFC and Jio Offer" thumbUrl="https://i.ytimg.com/vi/eWpV9XzKKtI/mqdefault.jpg"></div>

From Kia Motor’s ad for Seltos to Samsung’s Good Vibes App ad, these are ads India watched the most in 2019 according to YouTube's ad leaderboard

Insane urbanity and our addiction to gadgets have made love at first sight almost impossible. Exchanging numbers and mastering the art of picking up girls are of not much pride for most <a href="http://www.businessinsider.in/Heres-how-Shahrukh-Khan-stays-so-damn-fit-at-the-age-of-51/articleshow/55813290.cms">men in India.</a> In the age of Tinder, it’s not every day you would find a relationship to mature. But wait till you hear this lovely story. 
 You have heard of love stories of meeting at school canteen or college auditoriums. But this one’s quite unique. Meet <keyword id="52" type="PERSON" weightage="20" keywordseo="Rajat">Rajat</keyword> and <keyword id="23187" type="PERSON" weightage="20" keywordseo="Ankita">Ankita</keyword>, who fall in love while chasing their sole goal of losing weight. By now, you might be thinking that they would romance while running of treadmill or doing lunges. Not so easy. 
 
<a href="http://www.businessinsider.in/Heres-how-Shahrukh-Khan-stays-so-damn-fit-at-the-age-of-51/articleshow/55813290.cms">ALSO READ: ​ Here’s how Shahrukh Khan stays so damn fit at the age of 51</a> 
 
Falling in love while losing weight 
Both of them were subscribed to HealthifyMe, a comprehensive lifestyle tracking platform where you have India's top nutritionists, trainers and yoga instructors for personalized diet and workout plans anytime. 
 
 
 
Nutritionist playing the <keyword id="41581" type="UNKNOWN" weightage="20" keywordseo="cupid">cupid</keyword> Over a period time, unknown to each other, they were connected by their common nutritionist <keyword id="4173396" type="UNKNOWN" weightage="20" keywordseo="alpa-momaya">Alpa Momaya</keyword> on a <keyword id="4173397" type="UNKNOWN" weightage="20" keywordseo="healthifyme-group">HealthifyMe Group</keyword>. As Rajat and <keyword id="1718427" type="PERSON" weightage="20" keywordseo="Anika">Anika</keyword> started achieving their respective goals, a HealthifyMe meetup in Delhi brought up face to face. That was just 6 months ago and this February, they are getting married. 
 
Workout literally worked out Intrigued by fitness being delivered on a digital platform, <keyword id="4173399" type="UNKNOWN" weightage="20" keywordseo="rajat-bhasin">Rajat Bhasin</keyword>, who was looking to build muscle and get lean, enrolled with HealthifyMe. Rajat kick-started his transformation under the guidance of the senior nutritionist, <keyword id="295369" type="COMPANY" weightage="20" keywordseo="ALPA">Alpa</keyword> Momaya, who not only modified his diet to help him recover quickly, but also played the role of Cupid. 
 
Rajat met Anika, his soon to be bride on <a href="http://www.businessinsider.in/Heres-how-Shahrukh-Khan-stays-so-damn-fit-at-the-age-of-51/articleshow/55813290.cms">HealthifyMe’s social communities </a>where individuals with similar fitness goals can discuss anything pertaining to health and fitness, participate in fortnightly challenges, share post-workout selfies, recipes, etc; and most importantly, support and motivate each other. 
 
 <a href="http://www.businessinsider.in/Heres-how-Shahrukh-Khan-stays-so-damn-fit-at-the-age-of-51/articleshow/55813290.cms">ALSO READ: Here’s how Shahrukh Khan stays so damn fit at the age of 51</a> 
 
How it started 
What started off as an exchange of tips, recipes and regular workout updates, turned into a habitual routine; with frequent meetups, workout sessions, runs and more! Anika, who got on to the platform with an aim to lose weight, took her fitness journey to the next level by pushing her limits under the care of her coaches Alpa and Meenakshi. 
 
Date nights 
Rajat and Anika are exhibiting and taking #RelationshipGoals to a whole new level. Date nights involved egg white sandwiches and salads with smoothies instead of wine and pasta. Couple workouts were only a thing we’d heard of, but the two of them are engaging in runs, <a href="http://www.businessinsider.in/Heres-how-Shahrukh-Khan-stays-so-damn-fit-at-the-age-of-51/articleshow/55813290.cms">home workouts and sometimes even gym sessions together</a>, proving that #HealthNeedsLove. 
 
Cheat days 
Everyone needs cheat days, Rajat and Anika included, and making one of the cheat days’ extremely special was Rajat’s surprise proposal! A treasure hunt across their favourite places within the city, clues coupled with roses eventually led her to the final destination - <a href="http://www.businessinsider.in/Heres-how-Shahrukh-Khan-stays-so-damn-fit-at-the-age-of-51/articleshow/55813290.cms">The Oberoi,</a> where he was eagerly waiting to propose, and thus began their happily ever after. 
 
You just got another reason why you should visit your gym more often rather than pubs. 
 
(Pic: <keyword id="939877" type="COMPANY" weightage="20" keywordseo="Pinterest">Pinterest</keyword>)

If you need a Valentine tonight, try visiting gym rather
than a pub. Here’s why

Pigeonholing holidays by age group throws up as many exceptions as it does stereotypes. A quick online search reveals plenty of websites recommending cruises for teens and skydiving courses for senior citizens. Nevertheless, here’s a list of <keyword id="6354692" type="UNKNOWN" weightage="20" keywordseo="Travel">travel</keyword> tips, trends and traditional tourist activities divided by decade: <h3 style="margin-bottom: 1.42857rem; font-variant: inherit; font-weight: 300; font-stretch: inherit; font-size: 1.71429rem; line-height: 2.35714rem; font-family: Roboto, sans-serif; vertical-align: baseline; display: inherit;">Under 10s</h3>Children love splashing about at beaches and swimming pools but they’re not so keen on long flights, so stick to short-haul holidays. Pre-schoolers are happy playing with other kids and won’t care whether they’re in Thailand or Tahiti. You will, though, after 17 hours in the air with a plane change in Auckland. Renting a villa with family or friends is a popular option but make sure the pool is properly fenced off or you’ll never be able to relax. <a href="https://www.scmp.com/magazines/post-magazine/travel/article/3019895/seven-best-water-parks-world-bali-and-dubai" class="link-text">Water parks</a> are more suitable for older children but those huge slides and water chutes look terrifying to a five-year-old. So while they’re playing it safe in the paddling pool, you’re left wondering why you paid those steep entrance fees when you could have gone to the beach. <h3 style="margin-bottom: 1.42857rem; font-variant: inherit; font-weight: 300; font-stretch: inherit; font-size: 1.71429rem; line-height: 2.35714rem; font-family: Roboto, sans-serif; vertical-align: baseline; display: inherit;">Teens</h3> Water parks are great for older children and early teens. Photo: Shutterstock Tiny tots love animals but an African safari is likely to overwhelm and exhaust them. Teenagers are better able to cope with hours spent bumping along dirt tracks and long gaps between wildlife sightings. Steer clear of hiking holidays, though; teens don’t really get scenery. Your encouraging oohs and aahs will be met with little more than a grunt or two. Ditto old buildings – even if they happen to be in Barcelona or Venice. You’re better off booking in at a youth hostel that has a rope swing across a river. For older teens, gap years often combine travel with volunteer tourism. A win-win if well organised – the youngsters learn about life in the developing world and their hosts get a new, if slightly wonky, school building. <h3 style="margin-bottom: 1.42857rem; font-variant: inherit; font-weight: 300; font-stretch: inherit; font-size: 1.71429rem; line-height: 2.35714rem; font-family: Roboto, sans-serif; vertical-align: baseline; display: inherit;">20s</h3>Having already been overseas on school trips and round-the-world jaunts, 20-somethings these days are far more worldly than previous generations. They’ve worked with street children in Africa or India and are unfazed by civil unrest, gang-related violence and the odd Ebola outbreak. Ticking off bucket-list destinations motivates these digital natives but they sometimes forget to enjoy the moment. As the sun sets over the Grand Canyon, the multitasking postmillennial next to you is likely to be simultaneously applying filters on Snapchat, live streaming on TikTok and messaging mum to send more money. Generation Zs rarely pass up the opportunity for a selfie and condense their adventures into a series of less-than-inspiring Instagram images (“Here I am hand washing my boxer shorts in the hostel sink.”) <h3 style="margin-bottom: 1.42857rem; font-variant: inherit; font-weight: 300; font-stretch: inherit; font-size: 1.71429rem; line-height: 2.35714rem; font-family: Roboto, sans-serif; vertical-align: baseline; display: inherit;">30s</h3> Millennial travel is all about the experience – for those in their 30s, meeting people is more important than splashing out on souvenirs. Photo: Shutterstock Millennials love disruption – in a travel sense at least. They convert their holiday money with peer-to-peer currency-exchange platform WeSwap and get around cities in an Uber vehicle, a Coco car or with Vespa ride-sharing app Scooterino. They’ll use an obscure minibus start-up (online bookings only) to see something of Slovenia and rely on carpooling service Bla Bla Car to reach a rock festival in Romania. Meeting people matters more than splashing out on souvenirs and, where possible, they aim to live like locals, or better still, with locals. About 60 per cent of all guests who have ever booked on Airbnb are millennials. Studies suggest that half of all 30-some­things value memories above possessions or pension plans and would rather save for a holiday than a house. They’re experiential travellers who prefer to explore the Himalayas on a motorbike or go shark-cage diving in South Africa than lie on a beach all day. And they’ll blog about every stage of the trip. <h3 style="margin-bottom: 1.42857rem; font-variant: inherit; font-weight: 300; font-stretch: inherit; font-size: 1.71429rem; line-height: 2.35714rem; font-family: Roboto, sans-serif; vertical-align: baseline; display: inherit;">40s</h3>Fully immersed in their careers, this age group are cash rich but time poor. They snatch luxury weekend city breaks when they can and splash out on fancy villas for the annual family holiday. Plenty of singles holidays are aimed at those who have reached an age when, according to some tour operators, “it can be tricky to find a travel buddy”. Then there are those who look back fondly on the carefree backpacking days of their youth without wanting to recreate the squalor. Forty-something “<a href="https://www.scmp.com/lifestyle/travel-leisure/article/2127940/asias-luxury-hostels-flashpacker-generation-are-classy" class="link-text">flashpackers</a>” keep the overland traveller ethos alive but are prepared to spend more to insulate themselves from the flea-pit dorms and cockroach-infested restaurants they used to think were so cool. <h3 style="margin-bottom: 1.42857rem; font-variant: inherit; font-weight: 300; font-stretch: inherit; font-size: 1.71429rem; line-height: 2.35714rem; font-family: Roboto, sans-serif; vertical-align: baseline; display: inherit;">50s</h3> Once-in-a-lifetime trips drive cash-rich Gen Xers to explore. Photo: Shutterstock Now in their peak earning years, Generation Xers are able to push the boat out – that’s a speedboat, not a rowing boat, you understand. Some overworked executives hand over the logistics and legwork to bespoke travel designers who put together once-in-a-lifetime trips with no expense spared. A <a href="https://www.scmp.com/lifestyle/travel-leisure/article/2135760/glamping-has-grown-tree-houses-yurts-wi-fi-luxury-camping" class="link-text">glamping</a> (glamorous camping) expedition to the Gobi Desert, for example, staying in a luxury ger that bears little resemblance to the traditional round tent a Mongolian might live in.Some frazzled 50-somethings are tempted by a midlife gap year – especially if they missed out the first time around. Self-improvement tourism is all the rage among quinquagenarians – a photography workshop, an intensive language course or Mongolian throat singing classes in the sumptuous surroundings of your glamorous ger. <h3 style="margin-bottom: 1.42857rem; font-variant: inherit; font-weight: 300; font-stretch: inherit; font-size: 1.71429rem; line-height: 2.35714rem; font-family: Roboto, sans-serif; vertical-align: baseline; display: inherit;">60s</h3>Their kids have grown up and flown the nest and cashed-up baby boomers are itching to make up for lost time. This group is responsible for 80 per cent of all luxury travel spending, whether it’s finally buying that motor home and setting off across North America, signing up for a Greek islands sailing holiday or a no-expense-spared African safari hosted by a celebrity wildlife photographer. Visiting friends and relations (VFR tourism) is popular with older travellers keen to catch up with family members living on the other side of the world, while genealogy tourism is on the rise among grey nomads wanting to trace their ancestors and fill gaps in family trees. <h3 style="margin-bottom: 1.42857rem; font-variant: inherit; font-weight: 300; font-stretch: inherit; font-size: 1.71429rem; line-height: 2.35714rem; font-family: Roboto, sans-serif; vertical-align: baseline; display: inherit;">70+</h3> Septuagenarians still want to travel, and slow tourism is ideal for silver sojourners. Photo: Shutterstock Life in the fast lane might be over but silver surfers have no intention of slowing down completely. Cruises are the holiday of choice, along with extended winter sun escapes, especially to countries where pensions go further, the weather is warmer and there’s a culture of respect for the elderly. Slow tourism is tailor-made for old-timers. The travel trend prioritises the pleasures of immersing fully in a place and enjoying meaningful experiences, rather than trying to see and do as much as possible in a limited time. Then there’s medical tourism, which sees patients head to Bangkok for cheap cataract surgery, Hungary for inexpensive dental implants and Turkey for a half-price hip operation (necessitated by a bumpy landing while skydiving, perhaps).

Holidays for all ages: post-millennial or silver sunseeker, these are the perfect trips for you

<keyword id="8959" type="COMPANY" weightage="20" keywordseo="MTV">MTV</keyword>’s first ever café <keyword id="3148540" type="UNKNOWN" weightage="20" keywordseo="FLYPMTV">FLYP@MTV</keyword>, which opened its doors to Delhi this Christmas eve in Connaught Place, has left us absolutely dumbfounded with its mindblowing tech innovations! For the first time, we have a café in India with some of the best technology which you may not have encountered while partying or hanging out in the most happening places in the country, we bet. It starts with the moment you enter FLYP@MTV. A 55 inches television placed right at the entrance of the café runs you through the occupancy inside the outlet, the demographics (which means you get know who are inside - gender and profession-wise), live events taking place and profile of the week. 
 Once you are inside, a 32" touch-screen TV with an interactive world map welcomes you to choose countries from the highlighted selection. When a country is selected, the selfie function opens up; digital background, headgear and dishes (of the selected country) appear and photos are clicked along with your photo/selfie. These pictures will be posted on FLYP <keyword id="6354576" type="CITY" weightage="20" keywordseo="Facebook">Facebook</keyword> Page! Isn’t that super cool? 
 
As you occupy one of the tables here comes the community/Chef’s recommendations hologram. Yes Hologram! Now, what’s that for? A 22" Hologram on 22" touch screen is displayed for presenting chef’s most popular dishes, for you to visualize the dishes in a hologram and then select using the touch screen. Did we just forget to mention the chef, the exclusive menu detailed with fusion and original in-house recipes has been created by celebrity chef Ranveer Brar. 
 
There’s more, wait! You will have portable devices with bottoms and sliders for available seating, calling the waiter, calling for cheque, searching profiles of people in the space, countdown timer for arrival of food, mini-display for upcoming song info, voting for the upcoming song to be played or not, controllers to play games on video wall, controlling ambient light and music volume in the table area, poking another person in the space or sending them a drink! 
 Business Insider got chatting with Mr. Saugato Bhowmik, Senior VP, Consumer Products, <keyword id="640183" type="UNKNOWN" weightage="20" keywordseo="Viacom-18">Viacom 18</keyword> Media to know more about this café: 
 
How did the idea of an MTV café, and the concept of WORK, CHILL, PLAY come by? 
 
The entire idea behind the concept of WORK, CHILL, PLAY at FLYP@MTV was to create an experiential space where 
the youth of the country can come in and experience of DNA of MTV. The fun, quirkiness, boldness, attitude, stature, the overall ethos of MTV is something that we want our TG to experience in a format that they do not get bored with. 
 
FLYP@MTV is an extension of MTV’s philosophy to kill boring. The youth gets bored very easily today and it is important as a brand for us to keep them engaged and connected with us through different offerings 
 
MTV has ventured into multiple formats and have mastered the brand extensions through creative efforts; be it co-creating quality shows and campaigns or creating exciting properties or consumer merchandise and we feel this concept of WORK, CHILL &amp; PLAY with a quirky curated Food &amp; beverage menu will offer the youth multiple options to stay entertained through the entire day 
 
How do you want to position yourself in the hospitality space, especially when you have opened in CP – the hub of cafes in Delhi? 
 
Our positioning is simple and straightforward- we want to kill boring. We want to be known as a progressive destination to work, chill and play. The youth today is vibrant and loves to flip from work mode to surf mode to lounge mode and to party mode and in different order. Keeping this in mind, we have designed a place which is so much more than a café. FLYP@MTV is consistent with the DNA of MTV DNA – Experimental, Informal, Irreverent and Witty. The youth’s taste in music, style, products, food, technology etc. has all been kept in mind while working on the offerings of the café. Each element in the café gets its inspiration from various themes associated with MTV. 
 
Technology seems to be a a big part of this place. What went behind deciding on using tech innovations at FLYP @ MTV? 
 
The USP of FLYP@MTV is the engagement and interactive elements we have incorporated. For example, since we are a co-working space, it was essential for us to ensure that our consumers benefit from the each other so we have placed tablets at all tables at the café where in the consumers can check the different kinds of people in café as the same time as them and connect with them by sending a request on tablet first and upon acceptance meeting them in person next. Our talent record room is a never-seen-before element where anyone can record a song and upload it after reviewing audio and video file of the song. Usage of innovative technology like hologram on the touch screen showcasing the menu, registering a feedback on the feedback wall and a MTV Virtual Museum for the customer to explore MTV world in the previous years through oculus and controllers are some of the features that promise to take technology to a different level. 
 
What’s the short term and long term goals? 
In the short term, we want to be the must-visit destination in Delhi for people looking for inspiration, networking opportunities, a stage to showcase their talent and the best place to hang out at! MTV is known for anticipating the pulse of the youth ahead of the curve and with this café, we want to continue to set and fuel trends and create a gateway to new experiences for the consumers. In the long term, we want to continue to lead the change from on TV culture to an on-ground experience and expand into markets like Bangalore and Mumbai next followed by expansion in cities like Kolkata, Chennai, Hyderabad and even Jaipur. Our plan is to open at least 10 cafes in the next 5 years. 
 
What’s the kind of response you are looking at? 
The response so far since the opening has been overwhelming. To continue the momentum, we aim to engage with the hugely growing young urban population in the capital-NCR region and present them with newer opportunities to explore and experience. We have created experiences to ensure enough reasons for FLYP@MTV to become a cult work place and the must party hangout. For an experiential aspect, the café promises to be a learning hub for its consumers, allowing them to attend art, music and other workshops organized in-house without any extra charges. The food and cocktail menu which has been curated by the celebrated Chef Ranveer Brar has been detailed with fusion and original house recipes and an explosive events calendar has also been planned for the months ahead to keep up with the party quotient. We want more and more people to walk into our doors and become regulars eventually.

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