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<ul><li>Over 48,000 students participated in the <keyword id="1561517" type="General" weightage="80" keywordseo="smile-india" source="Orion">Smile India</keyword> foundation <keyword id="15510" type="General" weightage="20" keywordseo="survey" source="Orion">survey</keyword> covering 22 Indian states. </li><li>58% of teachers notice <keyword id="6354493" type="General" weightage="20" keywordseo="children" source="Orion">children</keyword> getting distracted easily and lacking social decorum. </li><li>Parents are more involved with their ward’s curriculum following the pandemic. </li></ul>Less than 50 per cent of children are able to catch up with their age-appropriate learning following the <keyword id="8763838" type="General" weightage="20" keywordseo="covid-19" source="Orion">COVID-19</keyword> pandemic, a new survey on learning loss and education recovery revealed. Over 48,000 students participated in the Smile India foundation survey, covering urban, rural and aspirational districts of 22 states. "According to teachers, less than 50 per cent of children have been able to cope with the learning loss over the last two years," it said. "These are mostly those students who have been regularly performing well prior to the pandemic as well. Hence, bringing the rest of the students to par with their expected learning level will require some time and effort," the survey said. Fifty-eight per cent of teachers noted that children have missed out on social skills and now get distracted easily, it added. "Their attention span has gone low." Forty-seven per cent of them admitted there is an increased interaction between parents and teachers, it said. "Thirty-eight per cent of parents started interacting with teachers by visiting schools. There is a 27 per cent increase in parent-teacher meetings attendance. Fifty per cent of parents interviewed felt the absence of digital learning resources like devices, networks, and data packs made the learning experience inadequate for the children during the pandemic," the survey said. Thirty-one per cent of parents' most preferred mode of learning during the pandemic was direct classes in offline mode or cluster classes, it said. The survey also revealed that worksheets and visits by teachers “were very convenient and useful."

Less than 50% of children able to catch up with age-appropriate learning, claims survey

(Pinki was born with a <keyword id="48915" type="UNKNOWN" weightage="100" keywordseo="Cleft-lip">cleft lip</keyword>. The picture on the left is her before the corrective surgery and the picture on the right is her after the surgery. <keyword id="1711279" type="COMPANY" weightage="100" keywordseo="Smile-Train-India">Smile Train India</keyword> assisted with her surgery as well. Image is for representational purposes only) 
 
It’s a sad reality that every year over 35,000 children are born with clefts in India and over 10 lakh children continue to live with untreated clefts and have difficulty eating, breathing and speaking. 
 The sadder part is the fact that <keyword id="128844" type="CITY" weightage="100" keywordseo="Cleft">cleft</keyword> repair surgery is not only simple but also the transformation it gives is immediate. It takes all of 45 minutes of surgery to correct this birth defect, giving people born with it a second chance at life. 
 
However, acute <a href="http://www.businessinsider.in/searchresult.cms?query=poverty&amp;sortorder=effectivedate">poverty</a> and ignorance is what prevents most of these children and their families to get these corrective surgeries. 
But not, anymore. 
 
In partnership with Smile Train India, the world’s largest cleft charity, <a href="http://www.businessinsider.in/searchresult.cms?query=bajaj&amp;sortorder=effectivedate">Bajaj</a> Finserv, successfully completed 10,000 free<a href="http://www.businessinsider.in/searchresult.cms?query=cleft&amp;sortorder=effectivedate"> cleft</a> lip and palate re-constructive surgeries for <keyword id="4989" type="UNKNOWN" weightage="100" keywordseo="underprivileged-children">underprivileged children</keyword> across India, ensuring that these kids have a reason to smile. 
 
Mamtaa Carrol, Smile Train’s Vice President and Regional Director for South Asia said, “When children born with clefts are provided the corrective surgery at the right age, they not only get a new smile and social acceptance but also the opportunity to go to school, learn a trade, get a job and become contributing members of the society. The impact of this simple surgery is both immediate and long term.” 
 With the help of 170 partner hospitals in its network, Smile Train has provided over 4,50,000 free surgeries over time.While Smile Train India has been actively involved in conducting free <keyword id="3366416" type="UNKNOWN" weightage="100" keywordseo="cleft-lip-and-palate-surgeries">cleft lip and palate surgeries</keyword> for underprivileged children who are forced to live with this congenital defect due to poverty and ignorance for some time now, Bajaj Finserv has been partnering with the charity for the last 2 years in a bid to enable children to grow up to be confident individuals and not face social stigma due to a defect that can otherwise be successfully treated. 
 
Speaking about the initiative to fund cleft surgeries, Sanjiv Bajaj, Managing Director of Bajaj Finserv said, “Following in the footsteps of the Bajaj Group, Bajaj Finserv and its subsidiaries, viz. Bajaj Finance Limited, Bajaj Allianz Life Insurance Company Limited and Bajaj Allianz General Insurance Company Limited, support organizations and institutions that further the cause of social empowerment. It involves providing high quality services which are also cost effective, be it in health, education or any other field, to the weaker sections of society, without discrimination. Our partnership with Smile Train, which shares our belief in empowerment, is helping thousands of children, reach their full potential. This surgery not only provides a child with the precious gift of smile, but also a fresh opportunity for a productive and 
happy life.” 
 
It's heartening to see corporates with a big heart, going out of their way to help the poor and needy. 
 
Image credit: Indiatimes

This
company tied up with an NGO to bring smiles to 10,000 underprivileged children

<ul><li><keyword id="6359432" type="General" weightage="100" keywordseo="britannia" source="Orion">Britannia</keyword> <keyword id="91842" type="General" weightage="80" keywordseo="good-day" source="Orion">Good Day</keyword> has revealed its new identity today. The all-new Good Day biscuit design will sport different kinds of smiles- from the dimpled smile to the small smile, from the big smile to the double dimpled smiles.</li><li>The brand has rolled out a high decibel media plan to announce its new identity. The communication will be channelled through print, TV, social media and outdoor. </li><li>An augmented reality experience has been specially designed to make consumers feel an integral part of the campaign.</li></ul>Britannia Good Day has revealed its new identity today. Launched in 1987, Britannia Good Day created the ‘Cookie’ category in India- and made dry fruits and nuts accessible to Indian households for the first time. The brand that has always propagated happiness, today said the rich and varied smiles of India has inspired its makeover. The all-new Good Day biscuit design will sport different kinds of smiles- from the dimpled smile to the small smile, from the big smile to the double dimpled smiles. So consumers can experience <keyword id="12774283" type="General" weightage="20" keywordseo="kayi-smiles" source="Orion">Kayi Smiles</keyword>, Nayi Smiles…in every pack of Britannia Good Day! <div type="Youtube" id="i21h1iAOxh4" title="Britannia Good Day Kayi Smiles Nayi Smiles 40 sec Hindi" thumbUrl="https://i.ytimg.com/vi/i21h1iAOxh4/mqdefault.jpg"></div> A high intensity launch is underway with the new packs reaching more than 4.8 million retail outlets across the length and breadth of India. The brand has rolled out a high decibel media plan to announce its new identity. The communication will be channelled through print, TV, social media and outdoor. A first of its kind augmented reality experience has been specially designed to make consumers feel an integral part of the campaign. The all-new packaging also brings alive the concept of diverse smiles as each SKU will have pack designs with different smiles on the pack. Commenting on the launch of Britannia Good Day’s new identity, <keyword id="459296" type="General" weightage="20" keywordseo="varun-berry" source="Orion">Varun Berry</keyword>, Managing Director, <keyword id="732546" type="General" weightage="20" keywordseo="britannia-industries-limited" source="Orion">Britannia Industries Limited</keyword> said, “Isn’t it interesting that in our daily interactions, the parting wish to people is always a “Good Day”, no matter how our own day is panning out. This universal insight inspires the work we do on Good Day. The core idea of Good Day has always been about spreading happiness. Today the brand has undergone its biggest makeover to date, to reflect the diverse smiles of India. Every pack of Good Day across the country will carry multiple smiles as part of the biscuit design. This is the biggest tribute we can pay to the beautiful smiles of the large and loyal consumer base of Good Day, which has ensured the continued success of the brand in both urban and rural India”. The new pack will be launched across all four variants of Good Day - Butter, Cashew, Cashew Almond, and Pista Badam. Starting at Rs 5, the new Good Day packs are already available across markets across all the standard price points in various pack sizes.

Britannia Good Day reveals its new identity inspired by 'the rich and varied smiles of India'

It isn’t only startups who are leaving Vigyan Bhawan with happy faces. <a href="http://www.businessinsider.in/searchresult.cms?query=Startup+investors">Startup investors</a> which include angel <keyword id="6359051" type="COMPANY" weightage="80" keywordseo="investors">investors</keyword>, venture capitalists have a wide smile on their faces. After all, PM Modi’s <a href="http://www.businessinsider.in/searchresult.cms?query=Startup+India">Startup India</a>, Standup India summit turned out to be a roaring success. 
 
“It’s a balanced approach. Not only looking at startups but also other stakeholders such as investors,” says Anil Joshi, managing partner, Unicorn India Ventures. 
 
He added that from an investor’s point of view, the fact that winding up of a startup could be done within 90 days is the cherry on the cake. “The USP of this event was the fact that as an investor, if a company is doing well, it’s a good news but if it doesn’t then, winding up becomes a tedious process. So, the fat that the government will now facilitate winding up within 90 days is a great news.” 
 
Apart from this, exempting Startups from <a href="http://www.businessinsider.in/searchresult.cms?query=Startup+India">Capital Gain Tax</a> is a huge step towards boosting the ecosystem. As far as the startup corpus is concerned, this would require a detailed action plan. We are sure, as we progress, the government will sort out all of these. 
 
Sharing a similar sentiment, angel investor Manish Vij, founder and CEO of SVG Media notes that for the first time a government has extended such extensive support to the entrepreneurs. “This event had brought India to the center stage of global startup ecosystem. The government's action plan will inculcate the desire to become entrepreneurs among our youth throughout the nation. The start action plan addresses a lot of pain points of entrepreneurs and really thank the government for the same,” he says. 
 
However, on being questioned on no clarity with regards to disbursal of startup corpus, he says, “Sure there is no clarity at this stage as the PM only briefly mentioned about fund of funds, however we should look at the positive intent. Of course we do hope that the action plan is implemented. 
 
Well, here’s hoping all the success to our dear startupreneurs! 
 
Image credit: Indiatimes

#StartupIndia:
Startups and investors are smiling their way out of Vigyan Bhawan!

<ul class="summary-list"><li>Scientists discovered a new species of paragliding gecko in India.</li><li>The smiling reptiles use skin flaps along their body to fly from tree to tree.</li></ul>Scientists have discovered a new species of paragliding geckos in India, according to a <a href="https://www.salamandra-journal.com/index.php/home/contents/2115-lalremsanga-h-t-l-muansanga-m-vabeiryureilai-z-a-mirza/file">May study</a> published in <a href="https://affiliate.insider.com?h=21e8de0600d4d6c05732e945c18cad1b26cb9445948431af388b27ef934f5564&amp;postID=6477c773255dba107553e12e&amp;site=bi&amp;u=https%3A%2F%2Fwww.nature.com%2Farticles%2Fd41586-023-01719-1">Nature,</a> highlighting the lack of comprehensive documentation of the region's biodiversity. The wide-eyed, smiling reptiles were discovered while researchers were surveying gecko populations in northeastern India. The creature's scientific name is Gekko mizoramensis, but scientists have dubbed the mini-lizards "parachute geckos" due to their habit of gliding from tree to tree.The animals use flaps of skin alongside their bodies and tails to glide through the air.Parachute geckos live across Bangladesh, Myanmar, Thailand, and Cambodia, but this is the first time researchers clocked the new species in India, according to the study.Scientists found that the geckos discovered in India are distinct from other types of parachute geckos, some of which can glide up to 200 feet. The Gekko mizoramensis are nocturnal and use scent simulations to protect themselves as they fly. The reptiles were most active around the onset of dusk, hunting and ambushing their prey, which includes beetles, roaches, moths, and other insects, according to the study.Investigators captured the geckos by hand while conducting surveys in India. All the reptiles were found at heights about 150 to 360 cm above the ground.

Scientists discovered a smiling, paragliding gecko that flies from tree to tree in India

<ul><li>The ad film is conceptualized by RedFuse, WPP’s integrated communications partner to Colgate India, and is directed by Bollywood director, Vikramaditya Motwane. </li><li>It showcases the journey of elderly singles to find companionship while overcoming the fear of social judgment. </li></ul><keyword id="80626" type="COMPANY" weightage="20" keywordseo="Colgate-Palmolive">Colgate-Palmolive</keyword> (India) Limited has launched a new communication under its ‘Smile karo aur shuru ho jao’ campaign. c. The story reveals the journey of an elderly woman whose heightened loneliness during the lockdown propels her to take charge of her life with a decision to find companionship. The narrative describes her experience of overcoming inhibitions and fear of social judgment, leading us to witness a pivotal moment in her life after the lockdown where she embraces a new beginning with optimism and confidently introduces her new partner to her family and loved ones. <div type="Youtube" id="dG9Hx_UpE-8" title="Begin again with a smile | Remarriage | Hindi (35 sec)" thumbUrl="https://i.ytimg.com/vi/dG9Hx_UpE-8/mqdefault.jpg"></div> Talking about the TVC, Mr. Arvind Chintamani, Vice President, Marketing, Colgate-Palmolive (India) Limited, said, “While the pandemic has been a time of uncertainty and difficulty, it has also given people a chance to reflect and reassess their individual life journeys. One such opportunity for revaluation is the challenge of loneliness faced by elderly single people who often remain single burdened by the fear of social judgement in starting afresh and finding companionship. Our story, narrated wonderfully by Deepti Naval, encourages people to be positive and look beyond the worry of what society might say and celebrate their lives fully. We, at Colgate, strive to tell such stories to inspire hope and courage to reimagine a better future...and smile karo aur shuru ho jao.” The campaign ad film is conceptualized by RedFuse, WPP’s integrated communications partner to Colgate India, and is directed by Bollywood director, Vikramaditya Motwane. Speaking about the idea behind the campaign ad film, Delna Sethna, Executive Creative Director, RedFuse, said, “Since the beginning, Colgate’s Smile karo aur shuru ho jao campaign has narrated stories of confidence and courage. The latest ad film touches upon the topic of remarriage, which is known to be a sensitive topic in India, especially among women. We want to encourage conversation on this often taboo subject and try to normalize the culture of women in India remarrying, for whatever reason they deem worthy. The overall aim of the film is to encourage optimism and to look beyond the fear of judgement and act with the hope of a positive future.” The Smile karo aur shuru ho jao campaign has also featured stories of people like Yashasvi Jaiswal, the youngest Indian to score a double century in the history of 'List A' Cricket, Divyanshu Ganatra, India’s first visually impaired solo paragliding pilot, and that of Sindhutai, India’s mother of orphans.

Colgate's endearing campaign encourages people to stop worrying about 'what'll people think' and just follow their hearts

In the backdrop of less state transport buses and crumbling system, the road and transport ministry has sought a grant of Rs 2,500 crore in <keyword id="2783177" type="UNKNOWN" weightage="20" keywordseo="Budget-2016">Budget 2016</keyword>. 
 
The ministry wants to double state transport buses and the issue might be taken up on a pari passu basis with an equal amount allocation from the respective states. 
 
It is worth mentioning that only 5 per cent of the country's population use state transport buses. 
 
The proposal also assumes significance in the wake of government mulling conversion of about 1.5 lakh diesel buses run by state transport corporations into electric buses. 
 
"We have 1.5 lakh buses of state road transport corporations. It is our effort to convert 1.5 lakh diesel buses into electric battery-operated buses which will reduce Rs 8 lakh crore bill on import of crude and petroleum and would also help in making India pollution free," said Road Transport and Highways Nitin Gadkari. 
 
Also, Gadkari wants an allocation for proposed Smart Mobility Through Intelligent and Legal Enforcement (SMILE) scheme. 
 
The ministry has sought Rs 800 crore allocation in Budget 2016. 
 
Under the proposal, the Centre is likely to include the commissionerates of police under its proposed SMILE scheme, which will help meet the infrastructural requirement of the states traffic police. 
 
The Ministry has proposed to include 10 cities of India under the SMILE project in first phase. 
 
(Image: Indiatimes)

Road ministry wants Rs 2,500-crore annual grant in Budget 2016 for state road transport

In India, Children’s Day is celebrated on November 14, while International Children’s Day, established by the United Nations, is observed globally on November 20. India initially marked Children’s Day on November 20, but this changed after the passing of Pandit <keyword id="6360386" type="General" weightage="20" keywordseo="Jawaharlal-nehru" source="Orion">Jawaharlal Nehru</keyword>, the country’s first Prime Minister and a prominent leader in the freedom movement. An anti-colonial nationalist, social democrat, and author, Nehru was instrumental in India’s independence struggle and a champion of parliamentary democracy, secularism, and advancements in science and technology. He served as Prime Minister for 17 years, guiding India’s post-independence growth and development. During his leadership, India maintained a neutral stance amid Cold War tensions and made significant strides in education and other key areas, shaping the nation’s future trajectory. Nehru had a deep affection for children and placed immense trust in their potential. He saw them as invaluable treasures and the nation’s future, capable of transforming the country’s future. Because of this belief, he emphasised the importance of their education, upbringing, and development, seeing their growth as vital to the nation’s progress. Children lovingly called him "Chachaji," a name by which he is still fondly remembered as "Chacha Nehru" by both children and adults today. Children’s Day also serves as a reminder of the importance of prioritising children’s well-being, ensuring that every child—regardless of economic, social, or political background—enjoys a safe and fulfilling childhood. This includes access to basic necessities like shelter, education, healthcare, and sanitation. Beyond these essentials, safeguarding children’s human rights is crucial. It’s our collective responsibility to protect them from harmful practices such as abuse, trafficking, and child labour. Given that millions of children in India are orphans, it is essential to protect and nurture their present to secure a bright future for them and for the nation. To celebrate this day with your loved ones, here are heartfelt wishes and messages that will bring joy and positivity this Children’s Day. <h2>Children’s Day Wishes</h2><ul><li><keyword id="1451428" type="General" weightage="20" keywordseo="Happy-Childrens-Day" source="Orion">Happy Children’s Day</keyword>! May you sparkle and shine with happiness always! </li><li>To the joy-bringers, the dreamers, and the pure-hearted—Happy Children’s Day! </li><li>May your childhood be filled with love, laughter, and endless joy. Happy Children’s Day! </li><li>Every child is a miracle. You are our little star. Happy Children’s Day! </li><li>May you grow up to achieve all that you dream and more! Happy Children’s Day. </li><li>Wishing you the happiest, brightest Children’s Day ever! </li><li>May your innocence and laughter light up the world. Happy Children’s Day! </li><li>Here’s to the magical, carefree years of childhood! Enjoy it to the fullest. </li><li>Happy Children’s Day! May you always have a reason to smile. </li><li>Childhood is precious. Live every moment and make beautiful memories. Happy Children’s Day! </li><li>Wishing you oceans of joy and a sky full of dreams. Happy Children’s Day! </li><li>You are the stars of tomorrow. Shine bright, little ones! Happy Children’s Day! </li><li>May your imagination lead you to magical places. Happy Children’s Day! </li><li>Happy Children’s Day to the sweetest kids who make our world so much brighter! </li><li>To the wonder-makers, the adventurers, the joyful souls—Happy Children’s Day! </li><li>May your life be filled with dreams, love, and laughter. Happy Children’s Day! </li><li>Here’s to the laughter, the smiles, and the endless joy of childhood! </li><li>May every little child feel special, cherished, and loved. Happy Children’s Day! </li><li>Wishing all the happiness and joy to the little hearts of the world! </li><li>May you always have a smile on your face and a song in your heart. </li><li>You bring joy to the world just by being you. Happy Children’s Day! </li><li>Every child is a treasure, and you are the most precious. Happy Children’s Day! </li><li>May your days be filled with colour, joy, and wonderful memories. Happy Children’s Day! </li><li>You are the hope of tomorrow, and you bring so much joy today. Happy Children’s Day! </li><li>Wishing you laughter, play, and endless joy. Have a fantastic Children’s Day! </li><li>To the world’s sweetest souls, may you always find happiness. Happy Children’s Day! </li><li>Here’s to a day filled with dreams, games, and smiles. Happy Children’s Day! </li><li>Keep shining, keep laughing, and keep being amazing! Happy Children’s Day! </li><li>May you live every day with the wonder and joy of childhood. Happy Children’s Day! </li><li>To the most wonderful part of life—children! Have a beautiful Children’s Day! </li></ul><h2>Messages for <keyword id="23888689" type="General" weightage="20" keywordseo="Childrens-Day-2024" source="Orion">Children’s Day 2024</keyword></h2>On this day, let’s honour Pandit Jawaharlal Nehru’s legacy and nurture the future of India—our children. Happy Children’s Day! November 14 is a reminder to cherish childhood and encourage the potential within every child. Wishing all a joyful Children’s Day! Let’s promise to protect, care for, and empower every child, giving them a happy, healthy future. Happy Children’s Day! This Children’s Day, let’s remember that every child has the right to education, love, and a life of happiness. November 14, a day to celebrate the joy of childhood and the dream of a brighter future. Happy Children’s Day! Happy Children’s Day! Let’s make every child feel safe, loved, and cherished not just today but always. Today let’s dedicate ourselves to creating a world where every child feels valued and heard. Happy Children’s Day! Celebrating the laughter and dreams of children across India on this special day, November 14. On this Children’s Day, let’s embrace the spirit of innocence, joy, and hope that every child brings to the world. Children are our tomorrow; let’s make sure they grow up with love, respect, and opportunities. Happy Children’s Day! SEE ALSO: <a href="https://www.businessinsider.in/travel/india/webstories/10-kid-friendly-heritage-trips-for-childrens-day-2024/slidelist/115210134.cms" data-type="tilCustomLink" target="_blank">10 kid-friendly heritage trips for Children’s Day 2024</a>

Happy Children’s Day 2024: Messages and heartfelt wishes for kids

Shah Rukh Khan made India fall in love with the name of Raj, as branded it as that of an eternal lover. He led a rural revolution with Swades, and also old us that 70 minutes is really enough to achieve our dreams. The official “Badshah” of Bollywood recently appeared on David Letterman’s show — My Next Guest Needs No Introduction with David Letterman with Shah Rukh Khan — swamping the American with his witty answers and dimpled smiles. It might have been surprising for Americans to see the crowd outside his home but it’s ‘normal’ scenario for Indians. SRK has been ruling over Bollywood for 31 years now. He has acted in 80 films, earned 14 Filmfare awards, and won millions of hearts. Here are some of things Indians love about SRK: Khan is still the King of Bollywood <div type="image" title="9439A9A4-EEA5-4199-A953-E41E3687542A" msid="71862087" hostid="261"></div>

 With three back-to-back flop films, Shah Rukh Khan’s career started going down the hill. His last film Zero tanked terribly at the box office. His other film Fan made miss his trademark charm. But Bollywood has only one Badshah and that’s SRK. Simply because no other actor in the film industry has the same aura — even the numbers say so. As many as 38.9 million people follow him on Twitter. <a href="https://www.forbes.com/sites/robcain/2016/04/16/dont-worry-heres-proof-that-srk-is-still-absolutely-the-worlds-biggest-movie-star/#2cfe10c434e3">According to Forbes,</a> “He is most assuredly still the pharaoh of film, the monarch of the multiplex, the sultan of the silver screen.” India’s Raj connection <div type="image" title="Dilwale-Dulhania-Le-Jayenge-shahrukh-khan-25741330-1280-528-1" tempid="56081" msid="71862060" hostid="261"></div>

 Many a times people remember actors by their on-screen name. So was the case with Shah Rukh Khan. The Bollywood Superstar played Raj or Rahul 15 times on screen. His famous dialogue Rahul, naam toh suna hi hoga has made girls go crazy over him. The film that changed the way India romanced <div type="image" title="Shah-Rukh-Khan" tempid="56073" msid="71862061" hostid="261"></div>

 For every 90s kid, SRK’s Dil Wale Dulhaniya Le Jayenge (DDLJ) was the idea of romance. It is the longest running film in India at Mumbai’s Martha Mandir. The movie also garnered international acclamation after the Switzerland played homage to Shah Rukh Khan by making the Zurich railway station a tourist hotspot. Till today, people go and click pictures with the poster of Shah Rukh Khan and Kajol. The film industry used to picture romance using flowers and that changed with DDLJ, said SRK on David Letterman’s show. SRK’s signature move <div type="image" title="Dd3pLJtVMAAq2vN" msid="71862088" hostid="261"></div>

 Like Hollywood’s dip and kiss move, Shah Rukh has a trademark romance act — spreading his arms wide with a beckoning smile. This signature move is more famous than any other dance move in India. It first appeared in the movie Deewana (1992). During a song in the movie, Khan appears singing playfully asking for someone to love him and throwing his arms wide open while stunting on a moving vehicle.

Shah Rukh Khan is still the reigning star of Bollywood with no else on the horizon to claim the throne

<ul><li><keyword id="1777957" type="PERSON" weightage="20" keywordseo="Bhima-Jewellery">Bhima Jewellery</keyword>'s ad takes us on a journey of transformation, of a young, brooding boy to a smiling, confident woman.</li><li>The ad, very effectively, breaks the clutter in the jewellery segment.</li><li>It has been conceptualised by independent creative agency, <keyword id="38741" type="COMPANY" weightage="20" keywordseo="animal">Animal</keyword>.</li></ul> Close your eyes and think of a jewellery ad, what are the most common images that come to your mind? I see beautiful women, surrounded by smiling parents and friends, getting ready for some special occasion, usually their marriage. Everyone is happy, the sets are glittery, the jewellery looks beautiful, and so does every character in the film. There usually isn’t a narrative. It’s just a happy moment captured in a woman’s life where the jewellery adds up to the happiness. Somewhat of a cliché, right? However, every once in a while, a brand comes up with something so different, so refreshing, it makes you sit up and take notice, with a smile on your face and a tear in your eyes. Bhima Jewellery’s recent ‘Pure as love’ campaign did just that to me. <div type="Youtube" id="NtaLr_r8R2E" title="Bhima Jewellery. Pure as love." thumbUrl="https://i.ytimg.com/vi/NtaLr_r8R2E/mqdefault.jpg"></div> The ad shows us the journey of a brooding, unshaven boy who, thanks to the love and support of his loving, supportive family, transforms into a happy, confident young woman. The story is told with such simplicity and so much sensitivity that you rejoice with the character by the end of the film. While many might say what the ad is showing is utopian and that our society is still far away from becoming as accepting as this young woman’s parents are in the ad, I would like to believe that this is a good start. The campaign has been created by independent creative agency, Animal. <keyword id="35666" type="COMPANY" weightage="20" keywordseo="advertising">Advertising</keyword> in India has, at snail’s pace, been inching towards inclusivity. We are still eons away from seeing strong representation from the <keyword id="729067" type="ORGANIZATION" weightage="20" keywordseo="LGBTQ">LGBTQ</keyword> community in our communications. Therefore what makes Bhima’s ad special is the fact that it features a trans-woman and activist, Meera Singhania. It gets it narrative right, its casting is brilliant and the product fit is great. What works in favor of the brand is, its inclusion in the story doesn’t feel forced. It is just seamlessly a part of the narrative. The young man is slowly growing more accepting towards himself, there is a lot of acceptance from everyone around him too. The film is full of love and the jewellery is just a part of the narrative. It is present, almost in every frame, but never the main focus. Jewellery ads in India are all about celebrating femininity, or rather, the society’s prescribed description of femininity. Bhima’s ad therefore breaks the clutter, and does it beautifully. And as it deserves, the ad has received of lot of love from people. <div type="twitter" handle="beastoftraal" handlename="Karthik" image="http://pbs.twimg.com/profile_images/1140493276316745734/WH-6N17h_normal.jpg" favoritecount="276" retweetcount="51" status="The new Bhima Jewellery ad is certainly an achievement of sorts for India. It has one of the most heartfelt express… https://t.co/uNYmh27oQ0" createdat="1618490383000" id="1382674999245369347"></div> <div type="twitter" handle="sudhapillai" handlename="Sudha Pillai" image="http://pbs.twimg.com/profile_images/1334559256188633088/4NDiMi1L_normal.jpg" favoritecount="2764" retweetcount="782" status="Why aren't people talking about the new @bhimajewellers ad? It's a watershed moment in the history of #jewellery ad… https://t.co/25FeZpexfm" createdat="1618412765000" id="1382349447850385409"></div> <div type="twitter" handle="devduttmyth" handlename="Devdutt Pattanaik" image="http://pbs.twimg.com/profile_images/1242673889492078592/BYdV5ofy_normal.jpg" favoritecount="97" retweetcount="22" status="https://t.co/b6lGIl4XLt what a progressive ad from Kerala" createdat="1618414435000" id="1382356452312973312"></div> <div type="twitter" handle="tanuj_garg" handlename="TANUJJ GARG" image="http://pbs.twimg.com/profile_images/919562051038486528/3ZzeT-J0_normal.jpg" favoritecount="2" retweetcount="0" status="People, please wake up to this iconic ad of @bhimajewellers. A far cry from the nauseatingly fake ads we see from m… https://t.co/fEneb5mGsl" createdat="1618470296000" id="1382590748902580227"></div> That it is coming from an almost 100-years-old brand based out of Kerala makes it all the more special. It gives us hope, that narratives are changing and that hopefully, slowly but steadily, we are progressing towards a more tolerant, inclusive future. More power to brands like Bhima that understand the world they live in today and change with the changing times.

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