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<ul><li>When we say, ‘Jaago Re,’ do you also hum the entire tune? </li><li>Here is the saga behind one of the most loved social-led campaigns of our country that Sushant Dash, President, Beverages– India &amp; Middle East, TATA Consumer Products, Amer Jaleel, Group CCO and Chairman, <keyword id="3222480" type="COMPANY" weightage="20" keywordseo="MullenLowe-Lintas-Group">MullenLowe Lintas Group</keyword> and Puneet Das – SVP, Marketing - Beverages, TATA Consumer Products walk us through.</li></ul>Tata Tea, for more than a decade, has remained synonymous with brand-led activism because of its campaign Jaago re. Over the years, Jaago Re has nudged us towards social awakening. The brand has used this property to catalyse change around important issues like women safety, representation of women, voting, corruption, etc. <br /><br />It was born in 2008 when Tata Tea decided to onboard MullenLowe Lintas as its agency on record for the brand. The campaign was launched at a time when Indian brands were still trying to understand the idea of brand activism and advertising in the tea category was limited to functional aspects of refreshment. Tata Tea started the trend of looking beyond the obvious by offering a tea that doesn’t just help you wake up, but also awakens you by focusing on self-actualization, increased civic consciousness and political awareness. <br /><br />We reached out to the team (Sushant Dash, President, Beverages– India &amp; Middle East, TATA Consumer Products, Amer Jaleel, Group CCO and Chairman, MullenLowe Lintas Group and Puneet Das – SVP, Marketing - Beverages, TATA Consumer Products) behind this initiative to pick their brains about this much talked-about campaign that continues to stay relevant even after all these years. <br /><div type="Video" msid="80884312" hostid="261" title="How Tata Tea's communication has evolved from brand-led activism to hyperlocalisation" dataSource="BUSINESSINSIDER" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=80884312"></div><br />Jaago Re helped a newly-launched premium brand become synonymous to the category. In the age of digital marketing, agency Lintas and Client Tata Tea Premium share one of the longest relationships in our industry. We also asked them to share a few tips of sustaining the relationship between client and agency, how to evolve with changing times and they didn’t disappoint.<br /><br /><strong>The beginning of Jaago Re</strong><br /><br />The partnership of Lintas and Tata Tea started much before Jaago Re. It was in 2003 that the brand decided to foray into the premium segment by launching Tata Tea Gold. Back then, Lintas wasn’t in the picture. Tata Tea had a couple of agencies for its roaster but Dash, who Jaleel refers to as the ‘Architect of the brand,’ told us that they were looking to weave a story and build it on an insight this time, not just sell tea. The brand decided to go out and call a few more agencies in for a pitch. R Balki and Jaleel presented the ‘Na kahoge toh pachtaoge’ idea on a phone call to Dash, which he says, is his favourite till date. <br /><br />Even then, Lintas was handling communication for Tata Tea Gold, not Tata Tea Premium. Rival tea brands with a variety of products had different campaigns for each but Dash decided to market only the mother brand. It had four sub-brands Gold, Premium, Agni and Life. <br /><br />“From a marketing point of view, it was a risky decision and obviously came under a lot of debate. But at that time, the main reason from a business point of view was also that we needed to save our media monies. It was also very difficult to sustain and grow all four brands and put the kind of media monies that were required. So, the idea was that you create the mother brand, and then put more money behind the mother brand, advertising and campaign. The idea in the brief was that it should help each of the individual brands. It also said that we need to create a mother brand, which needs to connect at an emotional level and needs to cut through all the variants,” recalled Dash. <br /><br />It also had to carve a niche for itself and beat the likes of HUL’s Brooke Bond Red Label and Taj Mahal, which had a strong recall for its ads, thanks to the famous Waah Taj ad featuring tabla maestro Zakir Hussain.<br /><br />However, the brief didn’t mention anything about cause marketing or a social campaign. It was divided into three main objectives: establish the mother brand, cut across different verticals and get coffee-loving millennials to be loyal to tea.<br /><br />Walking us through the brief and sharing the challenge that the agency had to face in terms of drafting a campaign for a diverse audience, Dash said, “The challenge for the creative agency was to find a cause that appeals to someone in a South Bombay or a South Delhi who uses Tata Tea Gold brand and at the same time, appeal to someone in a Pratapgarh who uses Tata Tea Agni brand because that was our width. We cut through urban and rural. So the third part of the brief was that when we talk and when we come out with this campaign, at least in terms of storytelling and in terms of the language that we use, it should appeal to the youth, because till that point Tea was seen as appealing only to the housewife, not so much to the youth or to men.” <br /><br />At that time, coffee drinkers were considered ‘cool’ because tea was preferred by mid-age audience. As per the brief, Jaleel and his team had to reverse the image and also position tea drinkers as young and cool. The agency was right to think that the coming generation would actively participate in building an inclusive and woke society. <br /><br />Recounting how the thinking came into place and how a tea brand chose a purpose-led brand building approach, Jaleel said, “Somewhere, this thought entered our mind that whenever you have a tea, you discuss various things, and you're young, and you want to change the world. And therefore, if tea is associated with changing the world like that, if it can bring about some kind of awareness, that would be a good strategic direction for tea and that's how we landed on the idea of Jaago Re.” <br /><br />The client was looking for an idea that would bind different strata of society together and Lintas’ pitch ticked all the right boxes. <br /><br />“I still remember when we first heard the line, 'Har subah sirf utho mat, Jaago Re.' It in some ways redefined and gave us that stature, because every tea brand and including us, we used to talk a lot about rejuvenation. But this was actually taking it in a sense philosophically a step ahead, which was not just about waking up, but awakening. So in some ways, it was very strongly ingrained in terms of what the category stood for, but took your brand to a higher plane,” shared Dash. <br /><br /><strong>Taking the message ahead</strong><br /><br />The first ad under the campaign was about political awareness, voting the right candidate and asking questions. It featured Pankaj Tripathi, who wasn’t as well known then, but immediately won the audience over. <br /><br />            <div type="Youtube" id="99a-dHXmw2I" title="Pankaj Tripathi Tata Tea Ad" thumbUrl="https://i.ytimg.com/vi/99a-dHXmw2I/mqdefault.jpg"></div><br />The second campaign was about a young guy who urges people to not use Voting Day as a holiday and nudge them from their sleep. <br /><br />            <div type="Youtube" id="NkMnM2dznuU" title="Tata Tea Voting" thumbUrl="https://i.ytimg.com/vi/NkMnM2dznuU/mqdefault.jpg"></div><br />Jaago Re wasn’t just a campaign anymore. The brand knew how to walk the talk as the initiative was backed with a website <a href="http://www.jaagore.com/">jaagore.com.</a> Before the 2009 election, Tata Tea launched this website to help first-time voters to create IDs, register themselves as voters and find the nearest voting booth. <br /><br />The Jaago Re campaign had become a big hit by 2010 and Lintas had to come up with a cause that would surpass the previous ads by creating something bigger. So, the third campaign was about corruption, which Dash said, was the most difficult to crack because they had to tread the line between being edgy and preachy. <br /><br />            <div type="Youtube" id="wyOCF8Vfsrg" title="Mudit Nayar (Commercial): Award Winning Tata Tea adv against corruption [Jaago Re!]" thumbUrl="https://i.ytimg.com/vi/wyOCF8Vfsrg/mqdefault.jpg"></div><br />In 2017, Tata Tea made a comeback with Jaago Re Version 2.0. Like always, it gave us goosebumps and made us question everything that was happening around us. It was a comment on arm-chair activism. It urged people to act before it is too late in a hard-hitting manner and it continues to stay relevant today. <br /><br />            <div type="Youtube" id="gRA4wYsqA5c" title="Tata Tea Official 2017 Ad - Alarm Bajne Se Pehle Jaago Re!" thumbUrl="https://i.ytimg.com/vi/gRA4wYsqA5c/mqdefault.jpg"></div><br />Das said reviving a property of this stature wasn’t an easy task. <br /><br />“Jaago Re is not just a marketing campaign for us, it's almost a clarion call for representing the right issues. The tenants of Jaago Re are so well set -- there has been a lot of consistency in the thought which has come across, which is about finding the right thing, inspiring people to make that change and walk the talk. In 2006, nobody had heard the word cause advertising and all this brand purpose is just flavor of the day. But at that time, for us, it was clutter breaking. Over the 10 years, many brands jumped into the bandwagon. More importantly, the entire new generation has also grown up expecting this now from brands. So it was no longer about armchair activism. So the idea was, how do you still stay consistent with the thought, but taking to the next level? Then this thought came about is that the key shift is from activism to pre-activism. Don't let things become issues. The real way to solve for them is to actually nip them in the bud and that shift in thinking is what we call Jaago Re 2.0,” said he. <br /><br /><strong>Jaago Re and its perfect casting </strong><br /><br />Tata Tea’s Jaago Re was much ahead of its time. It shed various gender filters and brought a much-needed campaign that represented women in politics and sports. Lintas also had a good eye for budding talent. It featured Pankaj Tripathi, Swara Bhaskar, Mohammad Zeeshan Ayub, Anand Tiwari, to name a few, much before they had become names to reckon with in the industry.<br /><br />            <div type="Youtube" id="hAEV1K8JuV4" title="Tata Tea Premium -- Badi Duty, Choti Duty" thumbUrl="https://i.ytimg.com/vi/hAEV1K8JuV4/mqdefault.jpg"></div><br />Telling us the filter agency used for casting these actors, Jaleel said, “I think it's a coincidence that some of the great choices that we made also turned out to be great actors. But you can also say that it's no coincidence, and I'll tell you why it is that look. The approach that we always had about Jaago Re was always about realism. And if you notice, there is a wave of realism happening, you can almost track it back to the time Jaago Re started. Even in cinema, starism is going down and realism is coming in. We always had that thing about Jaago Re that we will pick up real people because we owe it to the subject that we are talking about. We looked for that realism in the auditions like that.” <br /><br />In our episode of BTSWithInsiders, Jaleel had further shared the thought behind selecting Tripathi as their first protagonist, which can be found below: <br /><br />            <div type="Article" hostid="261" msid="75806882" title="#BTSwithInsiders: Amer Jaleel on Tata Tea’s Jaago Re, Lifebuoy’s Gonduppa and ICICI Prudential’s Bande Acche Hain" mstype="2" mssubtype="0"></div><br /><strong>Shifting focus to hyperlocalisation and connecting with consumers at a deeper level</strong><br /><br />Tata Tea has been successfully championing the style of brand-led activism. In the recent ads done by Mullen Lintas, there’s a visible shift in communication and Tata Tea is talking more about the features of its tea rather than the social angle. It is about taking pride in our regional culture and diversity. <br /><br />            <div type="Youtube" id="0tff1lATgDM" title="TATA Tea Premium - Dumdaar Uttar Pradesh" thumbUrl="https://i.ytimg.com/vi/0tff1lATgDM/mqdefault.jpg"></div><br />            <div type="Youtube" id="oV4IX7QX5m8" title="TATA Tea Premium | Odisha" thumbUrl="https://i.ytimg.com/vi/oV4IX7QX5m8/mqdefault.jpg"></div><br />So, at a time when rivals Red Label and Wagh Bakri are also talking about social change, what led to this shift? <br /><br />Das answered, “Jaago Re has been a campaign for the mother brand and this hyper localization campaign that we have been doing is actually on the flagship brand Tata Tea Premium. What we are bringing out to consumers is something that is seeming like localization for them, but actually that has been one of the success DNA of the brand in the sense in a in a country where tastes and preferences especially when it comes to food etc, pretty much changes district by district -- it is very important for a beverage brand and a mass brand to understand these preferences, and and that has actually been always what already premium has been doing. It has blend across different states, which cater to the local tastes, preferences, etc. So, the idea was, how do you leverage your knowledge and your national stature as a brand, but at the same time connect and reinforce your regional expertise that has made you the brand it is.”<br /><br />It has also launched packaging that is customised to different states of India and seen a good response from the consumers. <br /><br />“In every market that we have been able to execute it so far, we have seen a big jump in terms of consumer connect, and it's also reflecting in the market shares, etc, which, at the end is also a proof of what the consumer has responded to, but yes, the shift is, is more to the consumers,” shared Das. <br /><br />The Jaago Re campaign went on to create wonders for the brand and is still fresh in our minds like it was launched yesterday. And now, on connecting with its consumers on a local level and instilling regional pride, the brand is just getting started. <br />

From then to now: How Tata Tea's communication has evolved from brand-led activism to hyperlocalisation

<ul><li>This Republic Day, brands are leaving no stone unturned to celebrate our country's diversity and evoke a sense of pride among citizens.</li><li>From limited-edition packaging and social media posts to television commercials, here’s a look at how brands are using this opportunity to connect with consumers.</li></ul>Over the years, Indian brands have created some of the most inspiring advertisements and campaigns about the country's unsung heroes that truly embody patriotism. On this <keyword id="12978254" type="General" weightage="20" keywordseo="73rd-republic-day" source="Orion">73rd Republic Day</keyword>, brands are leaving no stone unturned to celebrate what our country stands for and will make your heart fill with patriotic fervour. <br /><br />From limited-edition packaging and social media posts to television commercials, here’s a look at how brands are using this opportunity to connect with consumers:<br /><br /><strong>Parle-G</strong><br /><br />Parle-G’s Republic Day ad gives a small glimpse into its long journey with the nation, and a bond that has grown stronger over the years.<br />      <div type="Youtube" id="IK9szxWp5L0" title="Bharat Ka Apna Biscuit — Parle-G" thumbUrl="https://i.ytimg.com/vi/IK9szxWp5L0/mqdefault.jpg"></div><br /><strong><keyword id="133008" type="General" weightage="20" keywordseo="godrej-group" source="Orion">Godrej Group</keyword></strong><br /><br />Every one of us has grown up singing and listening to the patriotic song ‘<keyword id="4255618" type="General" weightage="20" keywordseo="hum-honge-kamyab" source="Orion">Hum Honge Kamyab</keyword>’. On the occasion of India’s 73rd Republic Day, a rendition of this inspirational song is unveiled - The Bharat Hoga Kamyab Anthem. The music video released by India’s leading conglomerate Godrej Group features frontline workers such as a doctor, nurse, police official, delivery executive, home visit technician (Phlebotomist), security guard, ambulance driver, milkman, municipal body and NGO executives. The film also features individuals who took up unique initiatives for well-being of citizens as we dealt with the COVID-19 pandemic. <br />      <div type="Youtube" id="1KzLCzuqLEI" title="#BharatHogaKamyab Anthem | Godrej Group" thumbUrl="https://i.ytimg.com/vi/1KzLCzuqLEI/mqdefault.jpg"></div><br /><strong>Ghadi Detergent<br /></strong><br />Ghadi Detergent reminds ordinary people of India how they make our country special with their little contributions. <br />      <div type="Youtube" id="8iZuh95aTRg" title="गणतंत्र दिवस- दे खुद को भी शाबाशी" thumbUrl="https://i.ytimg.com/vi/8iZuh95aTRg/mqdefault.jpg"></div><br /><strong>Ambuja Cement</strong> <br /><br />Ambuja brings to life the inspiring story of Saidpur, a village in UP with an unbroken tradition of almost every house sending a soldier to become the Nation’s unbreakable wall. The 2-minute long digital film titled ‘#IndiaSalutesSaidpur’ is set to stirring poetry and visuals that celebrate and salute this village and its remarkable people.<br /><br />Saidpur is a village that stands apart, with nearly 3,500 veterans in the village, over 1,500 soldiers on active duty. Through an inter college, it prepares the village and district youngsters for the forces, maintaining a proud tradition of defending India since even before independence.<br /><br />      <div type="Youtube" id="0IKGxetunMw" title="Ambuja Salutes the Spirit of Saidpur | Republic Day 2022" thumbUrl="https://i.ytimg.com/vi/0IKGxetunMw/mqdefault.jpg"></div><br /><strong><keyword id="506662" type="General" weightage="20" keywordseo="tata-tea-premium" source="Orion">Tata Tea Premium</keyword></strong> <br /><br />As India marks its 73rd Republic Day, TATA Tea Premium celebrates the unique diversity of our nation with its latest Desh Ki Jhanki initiative. Drawing inspiration from its state specific packs, each Jhanki(tableau) is designed with elements reflective of the pride of the region, capturing customs, traditions, and culture specific to each state. Celebrating the Republic Day, the initiative pays ode to the amalgamation of diverse elements that makes India truly unique.<br /><br /> <br /><br />

Brands celebrate Republic Day with patriotic fervour

<ul><li>The Amazon <keyword id="6178020" type="General" weightage="20" keywordseo="great-republic-sale" source="Orion">Great Republic Sale</keyword> is live for everyone.</li><li>Amazon is offering discounts and deals across all the categories.</li><li>The sale will be live till January 20.</li></ul>The Amazon Great Republic Sale kicked off on January 17 for everyone and it’s the first sale of the year and there are discounts and price cuts across different <a href="https://www.businessinsider.in/insider-reviews/top-deals-on-recliners-sofas-and-more-home-furnishing-items/articleshow/88957292.cms">categories</a>. It’s slated right before 26th January, the Indian republic day and that’s basically a good time to <a href="https://www.businessinsider.in/tech/news/amazon-great-republic-day-sale-2022-best-deals-and-offers-on-laptops/articleshow/88918019.cms">buy </a>the items you’ve been waiting to get a<a href="https://www.businessinsider.in/tech/news/best-deals-on-smartwatches-and-fitness-bands-in-amazon-sale/articleshow/88970868.cms"> price drop</a>. An additional discount of 10% if you are an SBI credit card user is also available.<br /><br />We have compiled a list of daily essential items that are on sale with a discount of up to 55%. While some are just cheap offers, there are some really<a href="https://www.businessinsider.in/insider-reviews/amazon-great-republic-sale-best-deals-on-kitchen-appliances/articleshow/88929627.cms"> value for money deals</a>. From grocery essentials to personal care items to household supplies, there’s something for everyone in the category. Let’s take a look at some of the top deals.<br /><br /><bulletContentEmbed name="B07DCXYJ4N" columns="1"><bulletContentHeading name="B07DCXYJ4N_head"><div type="image" title="B07DCXYJ4N" msid="88971839" hostid="261"></div></columnHeadThumb>B07DCXYJ4N</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B07DCXYJ4N_body"><bulletContentRow name="B07DCXYJ4N_4686675397240481"><bulletContentRowHeading><bulletContentRowHead col="1">Lizol Disinfectant Surface &amp; Floor Cleaner Liquid, 5L</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Save ₹169 and pay only ₹640 for this surface disinfectant by Lizol. Suitable to remove stains from different surfaces. It kills 99% of the germs and leaves a pleasant fragrance.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed><br /><br /><bulletContentEmbed name="B077MCF1YR" columns="1"><bulletContentHeading name="B077MCF1YR_head"><div type="image" title="B077MCF1YR" msid="88971851" hostid="261"></div></columnHeadThumb>B077MCF1YR</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B077MCF1YR_body"><bulletContentRow name="B077MCF1YR_4848692314783783"><bulletContentRowHeading><bulletContentRowHead col="1">Harpic Disinfectant Toilet Cleaner Liquid, 1L</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Originally priced as ₹561, you can now get this Harpic toilet cleaner at ₹480 only. It reduces the yellowishness and removes tough stains. Also, it not only cleans the toilet but also disinfects it by killing germs.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed><br /><br /><bulletContentEmbed name="B07F8D6QLL" columns="1"><bulletContentHeading name="B07F8D6QLL_head"><div type="image" title="B07F8D6QLL" msid="88971866" hostid="261"></div></columnHeadThumb>B07F8D6QLL</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B07F8D6QLL_body"><bulletContentRow name="B07F8D6QLL_0916452707139779"><bulletContentRowHeading><bulletContentRowHead col="1">Surf Excel Matic Top Load Liquid Detergent, 2L</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Now available at ₹330, you get to save ₹60 on this Surf Excel detergent. It removes tough stains faster in the machine and makes them smell fresh with its pleasant fragrance. Specially designed for top load machines, it leaves no residue.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed><br /><br /><bulletContentEmbed name="B08H654828" columns="1"><bulletContentHeading name="B08H654828_head"><div type="image" title="B08H654828" msid="88971892" hostid="261"></div></columnHeadThumb>B08H654828</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B08H654828_body"><bulletContentRow name="B08H654828_2249670338595226"><bulletContentRowHeading><bulletContentRowHead col="1">Tata Tea Premium, 1500g</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Tata Tea Premium is offering a 29% discount on this 1500g packing which makes it available for you at ₹499. With a unique blend crafted from tea experts, it makes you feel fresh and relish the taste.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed><br /><br /><bulletContentEmbed name="B08FD9CB44" columns="1"><bulletContentHeading name="B08FD9CB44_head"><div type="image" title="B08FD9CB44" msid="88971912" hostid="261"></div></columnHeadThumb>B08FD9CB44</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B08FD9CB44_body"><bulletContentRow name="B08FD9CB44_8379319385549490"><bulletContentRowHeading><bulletContentRowHead col="1">Country Bean Instant Coffee Powder, Pack of 4</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">You can now get this combo pack of four instant coffee powder by Country Bean at ₹899, which is ₹401 less than its original price. Easy to make with no requirement of the machine, it can be a good option to buy. Available in different flavours, the coffee is keto-friendly and gluten-free.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed><br /><br /><bulletContentEmbed name="B00M3IULRO" columns="1"><bulletContentHeading name="B00M3IULRO_head"><div type="image" title="B00M3IULRO" msid="88971924" hostid="261"></div></columnHeadThumb>B00M3IULRO</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B00M3IULRO_body"><bulletContentRow name="B00M3IULRO_2056015970324782"><bulletContentRowHeading><bulletContentRowHead col="1">Borges Olive Oil Extra Light Flavour, 2L</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Available at a discount of 55%, Borges olive oil is now available at ₹1175. Ideal for frying, roasting and sauteing, it has a light flavour and aroma of olives.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed><br /><br /><bulletContentEmbed name="B008YD5500" columns="1"><bulletContentHeading name="B008YD5500_head"><div type="image" title="B008YD5500" msid="88971952" hostid="261"></div></columnHeadThumb>B008YD5500</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B008YD5500_body"><bulletContentRow name="B008YD5500_9537489959786878"><bulletContentRowHeading><bulletContentRowHead col="1">Himalaya Baby Body Lotion, 400ml</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Original price dropped to ₹155 Himalaya is offering a discount of 44% on this baby lotion. Infused with the goodness of herbs and oils, it moisturizes and nourishes the skin. To prevent dryness, the fast-absorbing formula makes the skin soft and smooth.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed><br /><br /><bulletContentEmbed name="B0868GZ8ZS" columns="1"><bulletContentHeading name="B0868GZ8ZS_head"><div type="image" title="B0868GZ8ZS" msid="88971999" hostid="261"></div></columnHeadThumb>B0868GZ8ZS</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B0868GZ8ZS_body"><bulletContentRow name="B0868GZ8ZS_4808765741480559"><bulletContentRowHeading><bulletContentRowHead col="1">Pampers All round Protection Pants, XL</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Save ₹1016 and pay ₹1883 on this diaper pack from Pampers. Enriched with the goodness of aloe vera, it prevents rashes and keeps the skin soft. Designed with ultra-absorb magic gel, it prevents leakage for up to 12 hours.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed><br /><br /><bulletContentEmbed name="B08645RXJ6" columns="1"><bulletContentHeading name="B08645RXJ6_head"><div type="image" title="B08645RXJ6" msid="88972018" hostid="261"></div></columnHeadThumb>B08645RXJ6</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B08645RXJ6_body"><bulletContentRow name="B08645RXJ6_6329943760430804"><bulletContentRowHeading><bulletContentRowHead col="1">Stayfree Secure XL, Pack of 3</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Extra large with long-lasting protection, you can now get this pack of three sanitary napkins from Stayfree at ₹564 and save ₹141. It prevents rashes, absorbs two times faster, controls odour and keeps you fresh.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed><br /><br /><bulletContentEmbed name="B09219VJXM" columns="1"><bulletContentHeading name="B09219VJXM_head"><div type="image" title="B09219VJXM" msid="88972030" hostid="261"></div></columnHeadThumb>B09219VJXM</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B09219VJXM_body"><bulletContentRow name="B09219VJXM_1626845639384148"><bulletContentRowHeading><bulletContentRowHead col="1">Gillette Guard 3 Single Razor with 8 Blades Pack</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Available at a discounted price of ₹238, Gillette is offering a 30% discount on this eight blade pack. To ensure comfort, it offers a firm grip and blades on springs. Also, it is easy to glide on the face.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed><br /><br /><strong>SEE ALSO:<br /></strong><a href="https://www.businessinsider.in/insider-reviews/top-deals-on-recliners-sofas-and-more-home-furnishing-items/articleshow/88957292.cms">Amazon Great Republic Sale: Top deals on recliners, sofas and more home furnishing items</a><br /><a href="https://www.businessinsider.in/tech/news/best-deals-and-offers-on-bluetooth-headphones-and-speakers-on-amazon/articleshow/88953479.cms">Amazon Great Republic Day Sale — Best audio deals on headphones, speakers</a><br />

Amazon Sale 2022: Deals and offers on daily essential products

<ul><li>An increase in <keyword id="46725" type="General" weightage="20" keywordseo="tea-prices" source="Orion">tea prices</keyword> following global supply issues is likely to offset the impact of increased wage rates.</li><li>However, prices of South India (grown in Kerala, Karnataka and <keyword id="20154" type="General" weightage="50" keywordseo="tamil-nadu" source="Orion">Tamil Nadu</keyword>) CTC teas remained lower.</li><li>Sri Lanka's economic crisis also contributes to the high price of ODX tea.<br /></li></ul>An increase in tea prices following global supply issues is likely to offset the impact of increased wage rates in West Bengal and <keyword id="6354915" type="General" weightage="80" keywordseo="assam" source="Orion">Assam</keyword>, according to a report. The increase in wage rates in the current calendar year in North India (NI), Assam and West Bengal, in the current financial year is expected to be nullified by healthy realisations of teas, particularly producers who are focused on producing quality teas, <keyword id="6354972" type="General" weightage="100" keywordseo="icra" source="Orion">Icra</keyword> said in a report. In FY22, softening of realisation and increase in wage rates led to a decline in the operating margin (OPM) of players, it noted. “Notwithstanding the impact of higher wage rates, the financial performance of quality producers is likely to witness an improvement in FY23 on a year-on-year basis. Increase in prices of quality crush-tear-curl (CTC) and Orthodox (ODX) teas would enable the producers to absorb the higher cost of production due to the wage rate revision,” Icra Vice President and Sector Head, Corporate Sector Ratings, <keyword id="9062002" type="General" weightage="50" keywordseo="sujoy-saha" source="Orion">Sujoy Saha</keyword> said.<br /><br />The report stated that the ODX tea prices are ruling at an all-time high level on the back of a demand-supply mismatch in the international market due to production disruptions in Sri Lanka. Sri Lanka, the largest exporter of ODX teas globally, witnessed disruptions in production due to the current economic crisis. The production loss in Sri Lanka is likely to continue for some more time, which would keep supply tight in the international market, thus supporting prices of Indian ODX teas, said the report. Prices of NI CTC tea are also up by 5 per cent y-on-y basis, primarily driven by the sharp rise in auction prices in August 2022. The uptrend in NI CTC prices is supported by lower-than-expected production, particularly of quality estate teas, in the current season and increasing demand for good quality teas, it noted. Price premium for top quality CTC tea is likely to sustain going forward, given the limited supply base of the same, it added.<br /><br />However, prices of South India (grown in Kerala, Karnataka and Tamil Nadu) CTC teas remained lower compared to the previous two fiscals due to sustained production levels from bought leaves in NI, a direct competitor of SI CTC teas in terms of quality. “With ODX prices expected to sustain at a significantly higher level on a y-on-y basis, some quality producers have increased ODX production. Consequently, production of quality CTC is likely to remain flattish, which will continue to support prices of such teas as well. An analysis of tea prices indicates that the price differential of NI CTC teas, manufactured by the top 50 estates over average auction prices, increased to 137 per kg in the first 8 months CY2022 from Rs 122 per kg in CY2021,” Icra Vice President and Co-Group Head, Corporate Sector Ratings, Kaushik Das said. Till May 2022, cumulative all-India production was up 16 per cent to 320 million kg on a y-on-y basis.<br /><br />However, crop loss in June and July 2022, due to unfavourable weather conditions and floods, led to a 2 per cent drop in the all-India production to 614 million kg in the first seven months of CY2022 on a y-on-y basis. Given that 54 per cent of the annual production typically takes place during the last five months of any calendar year, Icra expects the overall production in CY2022 to remain flat compared to last year, although the same would remain dependent on the cropping levels till October, after which production will start to fall. In CY2021, all-India production was up by 7 per cent to 1,343 million kg on a y-on-y basis, recovering from the lows of the pandemic-impacted CY2020 season. However, it still remained 3 per cent lower compared to the record crop of CY2019, the Icra report stated.<br /><br /><strong>SEE ALSO:<br /><a href="https://www.businessinsider.in/business/auto/news/tata-tigor-ev-vs-tata-tiago-ev-comparison-of-price-and-features/slidelist/94551771.cms">Tata Tigor EV vs Tiago EV - which one should you buy?</a><br /></strong><a href="https://www.businessinsider.in/business/auto/news/ev-battery-can-charge-in-three-minutes-a-harvard-backed-company-claimed/articleshow/94295446.cms"><strong>Harvard-backed company makes an EV battery that fully charges in three minutes</strong></a><br />

Increase in tea prices to offset impact of wage rate hike in WB, Assam: ICRA

<ul><li>Brands often leverage the occasion of Independence Day to mull over pertinent questions such as freedom from gender discrimination or plastic pollution.</li><li>With Independence Day around the corner, we look back at campaigns from the past five years that nudged us to question the status quo or took us down the memory lane.</li><li>So, here’s to the past that made us and the future in the making.</li></ul>Every year on 15th August, India celebrates its independence. This earmarked day brings along an opportunity to reminisce over our past, remember the struggles of our forefathers, be grateful for today and set new goals for the future. <br /><br />As India completes its 75th year of independence, the levels of pride and excitement is high across the country. This year, brands have united to bring our attention to issues that we are still not independent from like racism, gender inequality, ignorance and power play, that we encounter everyday and choose to ignore. They are also using this opportunity to thank our frontline warriors, who have held the country on their shoulders for the past two years. Tricolor is already splashed all over the digital media with patriotic gusto riding through people’s hearts. <br /><br />Last year, the theme for Independence Day 2020 celebrations was '<em>Atmanirbhar Bharat'</em> or self-reliant India. As a result, brands dedicated 2020’s Independence Day to our indigenous artisans and karigars who have been affected due to the pandemic and health workers’ resilient spirit. This year, the theme of Independence Day celebrations will be 'Nation First, Always First.’<br /><br />We bring to you a list of advertisements from the past five years that celebrate the heroic sacrifices of our armed forces to tales of unity today:<br /><br /><strong>Tata Tea | 2021</strong> <br /><br />TATA Tea Premium celebrates this Independence Day by bringing out a unique <a href="https://www.facebook.com/hashtag/deshkakulhad?__eep__=6&amp;__cft__%5b0%5d=AZX1hEgfv7TRbIexWSPxxUMn5vkbLYu_DwjWCPnzxisjYWTgqZ9lBKAktvBvCbZ2eh7UOVA-wuj8R9e9GMmM3fWDJ-mCAULDLtP0mb8QXeQboHNiXqTKvs9hfMq1jwTTRQsNrivPHRZKiagHhn-VAVu7SDSVvd2gtwmjBgx-wPJZnw&amp;__tn__=*NK-y-R">#DeshKaKulhad</a> collection in partnership with Rare Planet - a startup that promotes the work of local Indian artisans. The proceeds of the sale of these exquisite hand painted Kulhads will help to lend support to the artisan community that has been severely impacted by the current times.<br /><br /> <div type="Youtube" id="VlKZgxB53r0" title="Desh Ka Kulhad – Celebrating India’s rich diversity | Extended" thumbUrl="https://i.ytimg.com/vi/VlKZgxB53r0/mqdefault.jpg"></div><br /><strong>Cadbury Unity Bar 2020</strong><br />In 2020, Mondelez India’s special limited-edition Cadbury Unity Bar caught everyone’s attention. This very special Cadbury bar – a combination of dark, blended, milk and white chocolate united in one bar, epitomized the common sweetness that defines us in India, even during the not so sweet and difficult times. It celebrates our Unity in Adversity – showcasing the inherent sweetness in every Indian that has united us during these tough times.<br /><br /><div type="image" title="Product shot - Cadbury Unity Bar" msid="85273725" hostid="261"></div><br /><strong>Tata Salt | 2020 <br /></strong><br />Tata Salt urges the nation to unite with the same fiery patriotism as shown during the Indian Independence movement to take efforts in fighting the COVID-19 pandemic. The spirit is brought alive through an emotional digital film using the premise of the original poem, ‘Sarfaroshi Ki Tamanna’ by Ramprasad Bismal, featuring a veteran of the 1971 war. The brand appeals to the nation to employ healthy practices such as wearing a mask, washing hands and maintaining social distance.<br /><div type="Youtube" id="9Rb429CNELs" title="A Retd. LT. Colonel asks you to join the new fight for freedom" thumbUrl="https://i.ytimg.com/vi/9Rb429CNELs/mqdefault.jpg"></div><br /><strong>Liberty Shoes | 2019</strong> <br /><br />Liberty Shoes partnered with Piyush Mishra to mirror the reality of today’s world in 2019. It came up with an action rather than a solution to evoke the sense of urgency and seriousness amongst the audience. They took examples from everyday life like racism, gender inequality, disrespectful behaviour towards women that we encounter and choose to ignore. It’s not the actions we blame, but also the mindset we carry.<br /><div type="Youtube" id="HUgFTKGsh7Q" title="#InTheNameOfLiberty" thumbUrl="https://i.ytimg.com/vi/HUgFTKGsh7Q/mqdefault.jpg"></div><br /><strong>United Colours of Benetton | 2019</strong> <br /><br />This campaign showcases how a simple act of compassion and mutual understanding can allow a nation as diverse as India, to co-exist in harmony and peace. <br /><div type="Youtube" id="G2kMVgMzEzI" title="#UnitedByHarmony" thumbUrl="https://i.ytimg.com/vi/G2kMVgMzEzI/mqdefault.jpg"></div><br /><strong>Bajaj Allianz | 2018</strong><br /><br />Created by WATConsult, the campaign expresses a ‘special emotion’ of freedom embraced by the LGBTQAI+ community on Independence Day. The video highlights this community coming together, cherishing and celebrating their true freedom to love, highlighting the sentiment of Independence Day that resonates with every Indian.<br /><div type="Youtube" id="kg8GABxUOpM" title="Pyaar Ki Azaadi - An Independence Day Film" thumbUrl="https://i.ytimg.com/vi/kg8GABxUOpM/mqdefault.jpg"></div><br /><strong>United Colours of Benetton | 2018</strong> <br /><br />This social experiment #UnitedByHope, featured older India where people talk about the importance of religion and the importance of accessories associated with religion like kada (bangle), pagdi (turban), rosary, burkha etc and compares it with younger India. It highlighted how kids can subtly lead the older generation along the path of unity irrespective of religion or caste, and slowly but surely paving the way for a united future.<br /><div type="Youtube" id="fNOpZvXI8eM" title="#UnitedByHope: A social experiment conducted in India" thumbUrl="https://i.ytimg.com/vi/fNOpZvXI8eM/mqdefault.jpg"></div><br /><strong>Vivo | 2018</strong> <br /><br />Made by advertising agency Bang in the Middle, the video features a young woman driving on a highway when her car breaks down.  It portrays her innate fear of being around unknown men at an odd hour of the night. The subtle message embedded in the film is revealed at the end. Even a harmless helping hand induces apprehension in an Indian woman instead of a sense of comfort. With this campaign, Vivo asked an important question: do women feel safe in today’s Independent India?<br /><br /><div type="Youtube" id="BIFjHEJa954" title="Happy Independence Night" thumbUrl="https://i.ytimg.com/vi/BIFjHEJa954/mqdefault.jpg"></div><br /><strong>Parle G | 2018</strong><br /><br />The digital campaign was created by an agency called Thought Blurb, and was marketed under the hashtag ‘#YouAreMyParleG’. The emotionally provoking film not only details on the real-life life of Ankit Singh behind enemy lines but also gives sentimental insights about his familial ties. The micro-movie ends with the message that some people turn into the whole nation’s packet of Parle-G. The final message makes a fitting end that also encapsulates the spirit of the hashtag ‘#YouAreMyParleG’.<br /><div type="Youtube" id="yPgpLV9VIcU" title="Parle-G |  Armed Forces Film" thumbUrl="https://i.ytimg.com/vi/yPgpLV9VIcU/mqdefault.jpg"></div><br /><strong>Airtel | 2018</strong> <br /><br />Two days before India’s 72nd Independence Day, Airtel India gave the country a new rendition of our beloved national anthem<br /><div type="Youtube" id="vH1jLzINhqY" title="EXCLUSIVE: National Anthem by Ustad Amjad Ali Khan, Amaan &amp; Ayaan Ali Bangash" thumbUrl="https://i.ytimg.com/vi/vH1jLzINhqY/mqdefault.jpg"></div><br /><strong>Bajaj Avenger | 2017</strong> <br /><br />On the occasion of Independence day, Bajaj Avengers released their communication titled #RideyourIndependence which equates freedom of our country with women liberation. It ends with a powerful message from Mahatma Gandhi, ‘The day a woman can walk freely on the roads at night, that day we can say that India has achieved independence’. The film had clocked more than 7.2 million views on YouTube in less than 24 hours. <br /><div type="Youtube" id="BtPpnOKDo4g" title="#RideYourIndependence - Bajaj Avenger Independence day Film" thumbUrl="https://i.ytimg.com/vi/BtPpnOKDo4g/mqdefault.jpg"></div><br /><strong>iD Fresh Foods | 2017<br /></strong><br />This campaign intended to spread awareness around the plight of the families of our army martyrs, encouraging the public to pledge their support to the well-being of these families. It highlighted the hardships that a martyr’s family undergoes. <br /><br /><div type="Youtube" id="qVPReTYAlkE" title="#iDPledge - iD Independence Day" thumbUrl="https://i.ytimg.com/vi/qVPReTYAlkE/mqdefault.jpg"></div><br /><br /><br />

Top Independence Day ads from the last five years

<ul><li>Sonu Sood recently received UNDP’s Special Humanitarian Action Award.</li><li>He has emerged as a knight in shining armour and been applauded for his humanitarian work to send thousands of stranded migrants back home during the lockdown. </li><li>His rising affinity on social media has also helped him get popular in the brandverse. </li><li>We speak to experts to find out if the recognition from UNDP will finally help get Sonu Sood longer brand deals and bigger brands now. </li></ul>Sonu Sood, who plays an antagonist in most of his movies, is becoming India’s hero in real life. On September 30, he was honoured with the Special Humanitarian Action Award by the United Nations Development Programme for his selfless efforts to help people in challenging times. <br /><br />In the beginning of the lockdown, Sood and his team launched an initiative called #GharBhejoAbhiyaan that helped thousands of migrants who were longing to come back home. He later launched #<a href="https://twitter.com/PravasiRojgar?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1286322666580742144%7Ctwgr%5Eshare_3&amp;ref_url=https%3A%2F%2Fwww.socialsamosa.com%2F2020%2F08%2Fsonu-sood-campaigns-endorsements-through-the-lockdown%2F">PravasiRojgar</a> to help jobless migrants find a job and restore their livelihoods. He sent a few smartphones to students in Haryana who couldn’t afford online classes and helped students stranded across the globe return to the country safely. <br /><br />Soon, newspapers made special cartoons on him to celebrate the knight in shining armour and #Isupporttheherosonusood started trending on Twitter. <br /><br />It is for his philanthropic work that Sood is becoming popular even in the brandverse. Indian brands like Pepsi, Lay’s, Tata Tea Premium, Stayfree India, Edelweiss Tokio Life, Godrej Interio, WhiteHat Jr, ZEE5, to name a few, have approached him to help spread awareness on different social causes. <br /><br />Even in his brand work, Sood has spoken about the importance of wearing a mask, recognising everyday warriors around us, supporting local craftsmen, etc. Since he acted like a <em>‘Vighnaharta’ </em>during the lockdown, Mangaldeep Agarbatti also approached him during the festival of Ganesh Chaturthi. <br /><br />Sonu Sood’s relief efforts for the migrants during the COVID-19 lockdown earned him praise from all quarters. He emerged a hero for his selfless, kind-hearted efforts for the community. It was due to his selfless image and uniqueness that brands started capitalizing on his growing popularity. Ergo, his brand value is also increasing subsequently. According to media reports, Sood is worth $17 million. However, it was only in early September that Acer signed a long-term deal with him. <br /><br />Sharing why the brand decided to on-board Sood, Sooraj Balakrishnan, Head-Marketing, Acer India said, “Apart from his exemplary work in cinemas where he is a well-renowned actor cutting across India, Sonu Sood has stood out in 2020 as an example of selfless service and humanitarian work that positively impacted and benefited thousands, if not lakhs of people in need during the pandemic. His contribution to empowering people echoes with Acer India’s brand mantra of empowering people through technology.” <br /><br />Balakrishnan agreed that Sood’s rising popularity is an indication that the consumers are looking for honest and real work now. <br /><br />He said, “People are looking for brands and public figures who have a purpose to make positive changes with honest and real work. Glamour alone will not sell and people like Sonu have really used his position for the good of people. I can vouch for his humbleness, genuine passion to help, and dedication to the cause during my interactions with him. Acer is proud to have him as our brand ambassador and we wish him more recognition for his work.” <br /><br />Apart from trust, caring, empathetic, relatability, and style, Kalyan Ram Challapalli, Chief Strategist and Founder, WolfzHowl Strategic Instigations, said one should also note his Bollywood-led personality attributes to evaluate him as a brand endorser. he is known for a good body (with muscles etc;), a sense of style (fashion) etc<br /><br />Challapalli said, “Brand Sonu Sood can also include attributes of health, fitness, style and fashion. In addition to this whether it is his “Arundhati” (Telugu – Tollywood Blockbuster) villain portrayal or other such south movies, he also has some traction in South Indian Movies and hence South of India as well (usually not a easy feat for a character artiste to achieve). Hence, Sonu Sood as brand ambassador represents trust, empathy, style, fitness and a pan-national appeal. But with the masses. Hence categories he can be used as a brand ambassador for are possibly: Agri-Fintech, Micro-Finance, Health Foods, Sports and Fitness Categories, Fashion category etc; But at a mass and masstige segments level.” <br /><br />Keeping these attributes in mind, Challapalli said that he can endorse brands in mass and masstige categories. <br /><br />“He can also represent “return to roots” desi culture brands across consumer segments. As a brand ambassador he can take “Ayurvedic or Indian natural products based health - Immunity” to both the higher economic strata consumers and the lower economic strata consumers. He can also be a good brand ambassador for democratisation of Insurance, or home loans, or even mutual funds to the masses and to ‘Bharat’,” said Challapalli. <br /><br /><strong>Sonu Sood’s social currency </strong><br /><br />Harish Bijoor, Brand-Strategy expert and Founder, Harish Bijoor Consults Inc pointed out that the audience on social media is looking for real heroes now. <br /><br />Bijoor said, “Sonu Sood is the new hero. The new hero of a new generation that is driven more by social media accolades than traditional media praise. Social media seems to recognise the real star as opposed to the promoted star. This works for Sonu Sood. He and his image is pushed by an army of social media participants who chase the real as opposed to the made up.”<br /><br />Sood has 7.3 million followers on Instagram and 4.1 on Twitter. He became the talk of the town during the lockdown. As a result, his popularity on Google Search also peaked. The top searched topics included Sonu Sood Help, Sonu Sood Scholarship, <keyword id="10031923" type="PERSON" weightage="20" keywordseo="sonu-sood-helpline">Sonu Sood Helpline</keyword>, Sonu Sood hotel juhu, <keyword id="10031921" type="UNKNOWN" weightage="20" keywordseo="sonu-sood-net-worth">Sonu Sood net worth</keyword> 2020. <br /><br />        <div type="image" title="sonu sood google trends" msid="78414547" hostid="261"></div><br />During the period of January to September 2020, Sood was the most searched term in Dadra and Nagar Haveli, Andhra Pradesh, Arunachal Pradesh, Jharkhand, Uttrakhand, Telegana respectively. <br /><br />          <div type="image" title="india-map" msid="78414550" hostid="261"></div><em>(Values are calculated on a scale from 0 to 100, where 100 is the location with the most popularity as a fraction of total searches in that location, a value of 50 indicates a location which is half as popular.)</em><br /><br /><strong>Sood’s impact on brand’s social image</strong><br /><br />How will getting someone like Sonu Sood, who is a humanitarian influence, help how people look at a brand? <br /><br />Archana Jain, Founder and MD, PR Pundit, said, “The COVID-19 pandemic has had a deep impact on consumers. Consumer attitudes are changing. New socio-economic behavioural patterns are being witnessed. Global discourse centered around purpose and ethics is taking centre stage and scoring high on relevance in an increasingly values-driven world. An association with Sonu Sood therefore helps brands raise their bar on trust and dependability. Brands are able to foster a meaningful connection with the informed and empowered consumers and attach themselves to the value proposition of humaneness (demonstrated by his philanthropic work).” <br /><br />On how brands are looking for rays of hope in unsung heroes, Jain added, “Universally, people seek heroes in times of distress. With the heightened interest around all-things COVID-19, many brands have been shining the spotlight on heroes who have contributed selflessly for the betterment of society. Some have singled out the unsung warriors and some acknowledged personalities. Sonu Sood will always be remembered as the knight in shining armour who came to save thousands in need in their bleak times.” <br /><br />N Chandramouli, CEO, TRA Research said, “When someone achieves popularity by the work done, a reputation builds around the person - which is transmitted beliefs about respect. This transmitted belief spreads as more many hear about the person, also driving the person to try and achieve greater heights. Brands are self-centered in their approach, and naturally do not take Sonu Sood as an ambassador because of their philanthropic nature, but instead so that his 'goodness' rubs on them too. He has already been seen as a 'messiah', and even non-migrant travel or food based requests come to him, sometimes for books for education or to help a poor farmer's family. Since he has been open and accessible to most such requests, he has become an icon for the poor and needy. This is suff is like a movie-story, and he, the hero who is a do-gooder for society. Brands may not use him in PR too directly, primarily because it will not be appropriate to be seen directly promoting a brand by talking about it. Instead, advertising is slightly more distanced from PR, and therefore his presence as a brand's ambassador, is something that will look more appropriate. PR, as we often say, is essentially a trust building tool, and for Sonu, he has already built all the trust by demonstrating firmness of action.” <br /><br /><strong>Will recognition from UNDP help get Sonu Sood more brand deals now? <br /></strong><br />Chandramouli said that Sonu Sood will be now known internationally, which might help him get more brand recognition. <br /><br />He said, “With UNDP's award he joins an exclusive group of international actors in different UN awards who have contributed to society beyond their call of duty, and his name will become more global. He will also come in the consideration sets of international brands which are looking at India as one of their key markets. Being a household name in India, brands will be able to reach their consumers through his endorsements.”<br /><br />Challapalli said that Sonu Sood will get more brands now. However, he is more likely to be approached by massy brands than aspirational. <br />

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