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<ul><li><keyword id="193300" type="General" weightage="80" keywordseo="cartoon-network" source="Orion">Cartoon Network</keyword>’s <keyword id="3113" type="General" weightage="100" keywordseo="tom" source="Orion">Tom</keyword> and Jerry have been a spark in everyone’s lives since the 1940s.</li><li>Even today, you can have a hearty laugh and be glued to the screen enjoying the love-hate riddled camaraderie between this lovable duo.</li><li>As this iconic duo turns 82 today, we catch up with Cartoon Network's <keyword id="108258" type="General" weightage="20" keywordseo="abhishek-dutta" source="Orion">Abhishek Dutta</keyword> to talk about its evolution in India, how the network had benefitted from this property over the years and what today’s kids expect from their cartoon shows.</li></ul>It was around 20 years ago that my grandmother, who was around 68-year-old then, and I would watch Cartoon Network’s The <keyword id="13138406" type="General" weightage="20" keywordseo="tom-and-jerry-show" source="Orion">Tom and Jerry show</keyword> together. She only knew one language but language was never a problem when it came to this show. I would come back from my school, keep my bag aside and just sit glued to the television for another 30 minutes in my uniform. This iconic cartoon show has managed to cut across age groups and language barriers. We would watch it on repeat, even though we always knew that Jerry, the mouse, would get away with his shenanigans and fool Tom. Jerry, a true trickster, delights in setting Tom up to bear the consequences of chaos caused by him, often with a wink at the audience to let them know they’re in on the joke too. Even today, the 82-year-old duo Tom and Jerry connects with its viewers on an emotional level and reaches out to the inner child in us that lived in a happier universe. Last year, when the COVID cases plummeted and the theatres were open during the festive season, ‘Tom &amp; Jerry: The Movie’ was released in India after a lot of contemplation. However, it outperformed at the box office, grossing nearly Rs 8 crore in terms of ticket sales, and was amongst the top-performing Hollywood family film/animation film in India in 2021. It was released across 1,000 screens in English, Hindi, Tamil and Telugu. It was only in 1995 that the channel Cartoon Network made its entry in India with dual feed. Cartoon Network operated from 5:30 am to 5:30 pm and Turner Classic Movies took up the remaining schedule. Soon after the launch, Cartoon Network started airing Tom and Jerry amongst other international shows, and the rest, as they say, is history. In 2001, Cartoon Network became a separate 24-hour channel and the show Tom and Jerry became an inseparable part of its legacy. As this iconic duo turns 82 today, we caught up with Cartoon Network's Abhishek Dutta to talk about its evolution in India, how the network has benefitted from this property over the years and what today’s kids expect from their cartoon shows. <div type="Video" msid="89457743" hostid="261" title="How the iconic Cartoon Network duo Tom and Jerry has managed to stay relevant over the years" dataSource="BUSINESSINSIDER" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=89457743"></div> The secret behind keeping an iconic cartoon show relevant for today’s audience Today, kids have plenty of choices when it comes to content consumption. Dutta said that it is important to explore imaginary worlds that could also be a window to real-life examples, to stay relevant. So what makes Tom and Jerry relevant today? Dutta said, “So, for kids, the shows that they see on television, are basically an escape from the real world. This is where they come to have some enjoyment and fun. So over a period of years, Tom and Jerry has evolved to incorporate everything in our environment or whatever changes we have seen outside. Tom and Jerry, as characters, have seen so many setups; we have seen a lot of episodes in the house that they stay in, but even beyond that -- they have gone into space, they have gone into multiple outings. And this evolution of Tom &amp; Jerry with the time has actually kept the audience open throughout its history and that's how it maintains its popularity even today. Apart from this, even on our consumer products front, there are more than 1000 SKUs of Tom and Jerry consumer products in India across different categories.” Keeping pace with this evolution in the landscape, content creators and kids’ entertainment broadcasters are developing concepts, characters and themes that echo with local audiences while retaining their global appeal. So, to stay ahead of the curve, Cartoon Network gave a glocal twist to Tom and Jerry two years ago. “In 2020, we did something different with the show and added a commentary to Tom and Jerry. The reason for adding this commentary was that children have a very short attention span. So if they miss anything while viewing the show, that commentary keeps them hooked to it. And that did amazingly well for us. In fact, the first week that we relaunched the show with the commentary, it became the number one show in the category. Even today, Tom &amp; Jerry contributes substantially to our Cartoon Network channel and is loved by millions of our fans on the network,” shared Dutta. The show is dubbed in Hindi, Tamil and Telugu today. To up its glocal game, Cartoon Network is also bringing a new series ‘Tom and Jerry in New York’ to India during the summer holidays. Telling us how Tom and Jerry cuts across different age groups, Vikram Sharma, Head of Consumer Products, Advertising &amp; Partnerships, WarnerMedia India, Southeast Asia and Korea, said, “A testament to the widespread admiration of Tom and Jerry is that it remains the most popular Kids Consumer Products animation IP for WarnerMedia. Young and adult fans of the franchise in India have more than 1,000 SKUs of Tom and Jerry consumer products to love and own. The sheer diversity of the products available, spread across verticals such as fashion, accessories, toys, collectibles, puzzles, and stationery, proves the global phenomena that the characters are. In India alone, there are several key partnerships including Reliance Retail, Myntra, Flipkart, TheSouledStore.com, Bewakoof.com, Campus Footwear, Funskool, Bata (Pak), Hamilton, amongst others, that offer Tom and Jerry collection, reinforcing the IP’s fan-following.” To celebrate this lovable slapstick comedy’s anniversary, Cartoon Network India is airing new episodes of ‘Tom and Jerry Tales’ this week from 10:30 am onwards. The show is co-powered by Complan and Alpenliebe Gold and has onboarded Policy Bazaar and Parle Milk Shakti as associate sponsors. To add to this week-long extravaganza, Cartoon Network has also planned on-ground promotions and fan engagement in Pune and Mumbai malls.

How the iconic Cartoon Network duo Tom and Jerry has managed to stay relevant 82 years after it was first aired

How the iconic Cartoon Network duo Tom and Jerry has managed to stay relevant over the years

<ul><li>For the last few years, <keyword id="193300" type="COMPANY" weightage="20" keywordseo="Cartoon-Network">Cartoon Network</keyword> and <keyword id="10822" type="ORGANIZATION" weightage="20" keywordseo="Pogo">POGO</keyword> have focused on coming up with local animation shows that have steadily been witnessing an increase in viewership.</li><li>As the channel gets ready to launch another made-in-India show called‘Ekans - Ek Se Badhkar Snake’, we catch up with <keyword id="108258" type="PERSON" weightage="20" keywordseo="Abhishek-Dutta">Abhishek Dutta</keyword>, South Asia Network Head for Cartoon Network and POGO, to understand the impact the pandemic has had on the channel, its content strategy and the launch of its new superhero indigenous show.</li></ul>Ever since the government announced the lockdown in March last year, people have been stuck at home. It has changed the way we live, work, study, consume content and shop. The lockdown has also meant people are now spending more time at home, consuming content on different platforms. Television viewership has gained massively. Viewership in the kids’ genre too has seen an obvious uptick, with children being stuck at home. Data from Broadcast Audience Research Council (<keyword id="65298" type="COMPANY" weightage="20" keywordseo="BARC">BARC</keyword>) India earlier this year had revealed that the viewership of kids’ genre had increased by 20% during the pandemic. Non primetime kids viewing grew by 31% during the peak lockdown in 2020 compared to 2019. This spike in viewership has also led to channels in the genre to up their content game. We recently caught up with Abhishek Dutta, South Asia Network Head for Cartoon Network and POGO, to understand the impact the pandemic has had on the channel, its content strategy and the launch of its new superhero indigenous show. The pandemic effect While a lot of other traditional medium struggled, people being stuck at home worked in favor of TV, and the kids’ genre gained from this too. While advertising spends did suffer in the initial months, things started turning in the later half of the year, specially during the festive season. On how it has been for Cartoon Network and POGO, Dutta said, “Both 2020 and 2021 have been favorable for us. We have launched two local IPs for the kids this summer. Now we are going to launch ‘Ekans - Ek Se Badhkar Snake’ which is India’s newest, homegrown tech-savvy superhero. Cartoon Network and Pogo are the only network channels in the kids category that have executed six new local shows during the pandemic in India. Covid has had an obvious impact on our business. The second wave has also come with its own challenges but we are seeing growth coming back and hopefully we'll have a better second half. In 2021, the kids genre has registered growth and the months of January to April also witnessed an upside in ad spends, when compared to 2020. The importance of local IPs <keyword id="1617156" type="PERSON" weightage="20" keywordseo="Localization">Localization</keyword> has been a critical part of both the channel’s growth in India. The new show, ‘Ekans - Ek Se Badhkar Snake’, created in-house and produced by Kolkata-based studio Hi-Tech Animation, joins the existing portfolio of popular homegrown IPs by WarnerMedia India including ‘Dabangg - The Animated Series’ on Cartoon Network; ‘Titoo – Har Jawaab Ka Sawaal Hu’ and ‘Smashing Simmba’ on the companion channel POGO. Meanwhile, the effort has also been to create content that is relevant globally too. “Today, kids demand content that is fresh, unique, local and something that resonates with them. They don’t just seek entertaining and engaging content, relatability is one of the most important factors in kids viewership today. Which is why we are confident about our new show which has all the elements that kids today are looking for, its about a superhero and the show combines mystical elements and India's heritage while adding elements of science fiction. All these aspects make it an interesting storyline. We believe the underlying impact of the show will also be to let kids know that it is acceptable to have fears and conquer them as well. Our message through the show is, every child is a superhero in their own way.” Dutta also shared that there has been a steady increase in the viewership of made-in-India content because there is a lot of choice today. “Out of the top 10 shows in the category today, seven are locally produced shows. When you see the top 20 shows in the category, 15 are locally-produced. So there is a visible appetite for local content amongst kids today.” On the growth path Throwing light on a few things that he believes will help the channels grow further, Dutta added, “Cartoon Network has a historic, rich legacy in the kids and family space owing to vibrant shows that are loved across the globe. With the launch of a Ekans, Cartoon Network will further consolidate its leadership position as the country's pioneer and most-loved animation channel. While viewership has grown, increasingly we are witnessing demand for content that can be enjoyed as family, but that is also fresh, relevant, localized and compelling. We have already taken the lead in delivering homegrown content that resonates with this trend and we’ll continue to both acquire and create our own unique and relatable homegrown content that offers a local flavor through authentic voices, India-centric characters, and regional language features. Last year, in addition to shows like ‘Titoo – Har Jawaab Ka Sawaal Hu’ on POGO, we received an enthusiastic response to the localized thought over commentaries to our iconic global favorite the Tom and Jerry show in regional languages. Apart from this, Lamput, Cartoon Network's critically acclaimed short- form animation has continued to win hearts of the global audiences. It’s a non-dialogue chase slapstick comedy which won the Best Children's program at Asian Creative Academy Awards 2020 for the third time in a row, it was also nominated for an international kids Emmy Award, which is a first for any <keyword id="1089180" type="PERSON" weightage="20" keywordseo="Indian-animation">Indian animation</keyword>.” Cartoon Network will launch its new show, 'Ekans – Ek Se Badhkar Snake' on Sunday June 27, and thereafter air from Monday to Friday, at 11:30am and 7:30pm on Cartoon Network.

Here’s why Cartoon Network continues to focus on localization

<ul><li> Cartoons for kids can leave adults wanting for more and not every 'adult cartoon' is something you can watch with you kids. </li><li>During the lockdown, cartoons that are meant for all ages can be a real boon for the whole family.</li><li>Here's a list of cartoons that kids will love while also keeping adults entertained.</li></ul>The statement that ‘cartoons are for kids’ is a myth. In fact, there are many that fight the cliche — like Family Guy, the Simpsons and the Cartoon President. But those shows aren’t always ‘age-appropriate’ if you’re sitting down with young ones. Amid the Coronavirus pandemic, it’s good to have a list of animated shows handy to pass the time that your kids can watch — which also won’t bore you to death for a good hit of humour without the drama and stress. Let me kick things off by saying that this list doesn’t include the usual suspects like Doraemon, Tom and Jerry, Shinchan or Chota Bheem. These are shows that you probably haven’t heard of to help add a little bit of spice to an otherwise mundane lockdown. Here are some of the best (yet often overlooked) <keyword id="9071703" type="UNKNOWN" weightage="20" keywordseo="cartoon-shows-on-netflix">cartoon shows on Netflix</keyword>, Amazon Prime and Disney+ Hotstar: 1. <keyword id="9071699" type="UNKNOWN" weightage="20" keywordseo="gravity-falls">Gravity Falls</keyword> on Disney+ Hotstar <div type="image" title="gravityfalls." msid="75213444" hostid="261" caption="&amp;lt;p&amp;gt;Gravity Falls&amp;lt;/p&amp;gt;"></div> <ul><li>IMDb: 8.9/10</li><li>Creator: Alex Hirsch</li></ul>The show centres around two siblings, Dipper Pines and his twin sister Mabel who have come up to Gravity Falls, Oregon to spend the summer with their quirky great uncle — or as they call him ‘Grunkle’. Over the summer they discover the paranormal forces and supernatural creatures that govern the town and it’s weird traditions. With two teenagers in the mix, you would think it’s a coming of age series — which it is, but only mildly so. Each episode focuses on getting to the bottom of a conspiracy or finding reasons why things are going wrong. Unlike generic animated series, this one makes you think. 2. Star Wars: The Clone Wars on Disney+ Hotstar <div type="image" title="starwars" msid="75213456" hostid="261" caption="&amp;lt;p&amp;gt;Star Wars: The Clone Wars&amp;lt;/p&amp;gt;"></div> <ul><li>IMDb: 8.1/10</li><li>Creators: George Lucas, Genndy Tartakovsky, Paul Rudish, Christian Taylor, Ben Edlund, Bryan Andrews, and Darrick Bachman.</li></ul>If the Star Wars movies weren’t enough to satisfy your appetite for intergalactic wars, then the Clone Wars series is a good way to jump back into the battle between the Republic and the Separatists. The storyline dictates what happened between Star Wars Episode II - Attack of the Clones and the Episode III - Revenge of the Sith movies with Obi-Wan Kenobi, Anakin Skywalker and, of courses, clones and droids. 3. <keyword id="9071704" type="UNKNOWN" weightage="20" keywordseo="tales-of-arcadia">Tales of Arcadia</keyword> on Netflix <div type="image" title="aracdia3below" msid="75213419" hostid="261" caption="&amp;lt;p&amp;gt;Screenshot of crossover episode between Tales of Aracadia and 3Below&amp;lt;/p&amp;gt;"></div> <ul><li>IMDb: 8.4/10</li><li>Creators: Guillermo del Toro, Aaron Waltke, Kevin Hageman, Dan Hageman, AC Bradley, and Chad Quandt.</li></ul>The Tales of Aracadia is a series of shows for all ages and will keep everyone entertained, from a five-year-old kid to a 30-year old working woman. The story is simple but entertaining nonetheless. There are two separate series within — Trollhunters and 3Below — with the final part of the Trilogy, Wizards, set to release sometime in June. What connects all three is that they’re based in the quaint little town of Arcadia Oaks. Teenage heroes and supernatural creatures alike fight for their town’s survival against the evils that, in some cases quite literally, lurk in the shadows. 4. The Dragon Prince on Netflix <div type="image" title="dragonprince" msid="75213465" hostid="261" caption="&amp;lt;p&amp;gt;Screenshot from The Dragon Prince&amp;lt;/p&amp;gt;"></div> <ul><li>IMDb: 8.4/10</li><li>Creator: Aaron Ehasz</li></ul>Another Netflix original, the Dragon Prince takes place in the fantasy world of Xadia ruled by the six elements of nature. The graphics and fight for survival are reminiscent of the Nickelodeon series, Avatar the Last Airbender with a twist of Christopher Paolini’s Eragon series. However, the storyline has an original take of its own that’s bound to capture your attention. 5. Niko and the Sword of Light on Amazon Prime <div type="image" title="niko-and-the-sword-of-light-image" msid="75213483" hostid="261" caption="&amp;lt;p&amp;gt;Screeshot from Niko and the Sword of Light&amp;lt;/p&amp;gt;"></div> <ul><li>IMDb: 8.4/10</li><li>Creators: Bobby Chiu, Kei Acedera, Jim Bryson and Adam Jeffcoat.</li></ul>This series revolves around a 10-year old boy, Niko — the last of his kind — who’s trying to bring light back to his kingdom. All he has is a magic sword at his side as he embarks on his quest making new friends — but quite a few enemies as well. In the journey that ensues, Niko only uncovers secrets about himself — but also about where he comes from. See also: <a href="https://www.businessinsider.in/entertainment/news/lockdown-watchlist-want-to-binge-watch-a-show-that-lasts-a-week-try-these-long-running-shows-on-netflix-amazon-prime-disney-hotstar-and-others/articleshow/75173116.cms">Lockdown Watchlist: Want to binge-watch a show that lasts a week? Try these long-running shows on Netflix, Amazon Prime, Disney+ Hotstar and others</a> <a href="https://www.businessinsider.in/weekend-watchlist-the-top-movies-and-tv-shows-in-theatres-and-streaming-platforms-this-week/articleshow/71334742.cms">Here are the top movies and shows on Amazon Prime, Netflix and other streaming platforms</a> <a href="https://www.businessinsider.in/entertainment/news/weekend-watchlist-the-top-shows-on-netflix-amazon-prime-and-other-streaming-services/articleshow/72180738.cms">Weekend Watchlist: The top shows on Netflix, Amazon Prime, and other streaming services</a>

Lockdown watchlist: Five cartoon shows for kids that adults will also love on Prime, Disney+ Hostar and Netflix

<ul class="summary-list"><li><keyword id="260226" type="PERSON" weightage="60" keywordseo="James-Lewis">James Lewis</keyword> is a successful <keyword id="2191559" type="PERSON" weightage="60" keywordseo="lettering">lettering</keyword> <keyword id="1150" type="POSITION" weightage="60" keywordseo="Artist">artist</keyword> who has worked with big brands like Amazon, <keyword id="10591" type="CITY" weightage="60" keywordseo="Samsung">Samsung</keyword>, and Pepsi.</li><li>He's been using his sign-painting techniques to recreate cartoon characters from "The <keyword id="1199471" type="COMPANY" weightage="60" keywordseo="Simpsons">Simpsons</keyword>," "Scooby-Doo," "Tom and Jerry," and more.</li><li>His pieces are made using high-flow acrylic paint.</li></ul>

Artist precisely paints your favorite cartoon characters

<ul class="summary-list"><li>A Florida principal said she was forced to resign after parents complained about Michelangelo's "David."</li><li>The Washington Post reported that school officials did not disclose exactly why the principal was asked to resign. </li></ul>The principal of a Florida charter school resigned after parents complained about photos of Michelangelo's David being "pornographic." Hope Carrasquilla said she was forced to resign from her position as principal of Tallahassee Classical School in Leon County, Florida on March 20 after the county school board gave her an ultimatum to resign or be fired, according to <a href="https://www.washingtonpost.com/education/2023/03/24/florida-principal-michelangelo-david-parents/" target="_blank" rel="noopener">The Washington Post</a>.Carrasquilla said the school board did not give her a reason for their ultimatum, but she believes complaints related to a lesson including Michelangelo's "David" shown to sixth graders led to the board's decision, The Post reported. Barney Bishop, the chair of the school board, told the Post three parents lodged complaints regarding the lesson. Bishop affirmed he gave Carrasquilla the ultimatum, according to the Post. But Bishop would not say why he asked her to resign on the advice of the school's attorney, he told The Post. ""She wasn't let go because of the artistic nude pictures. We show it every year to our students," Bishop told The Post. "The problem with this particular issue was the lack of follow-through on the process."Bishop told the paper that the school had "several issues" with Carrasquilla in the past, including that she did not notify parents that their children would be shown Michelangelo's famous sculpture.Carrasquilla's husband, Victor Carrasquilla, told the paper that his wife is a "strong evangelical Christian" and said the board should not have forced her to resign.Carrasquilla and the Leon County School Board did not immediately return Insider's request for comment on Sunday.<h2>The Simpsons did it</h2><div type="image" title="the simpsons renewed seasons 31 32" height="1332" width="1779" msid="99017239" hostid="261" sizebytes="154200"></div>Schools across the United States have been hit with protests over the discussion of LGBTQ topics and the <a href="https://www.businessinsider.com/what-is-critical-race-theory-why-is-gop-so-obsessed-2021-6">supposed teaching of critical race theory</a> in schools, among other issues. Some states, such as Florida, Oklahoma, and Utah, have also introduced "<a href="https://www.insider.com/banned-books-schools-2018-11">book ban</a>" laws, which often make it an offense to provide books in schools or school libraries that cover divisive subjects.Critics of the laws have said that they disproportionately attack books with LGBTQ themes and those written by people of color.And the nudity in Michelangelo's "David" has long been a topic of discussion among individuals with more conservative viewpoints, so much so that a 1990 Simpsons episode parodied the concerns, as many on social media <a href="https://twitter.com/DISSneyFeuds/status/1638945604037648384?s=20" target="_blank" rel="noopener">pointed out</a>.In Season 2, Episode 9 — titled "<a href="https://www.imdb.com/title/tt0701140/">Itchy &amp; Scratchy &amp; Marge</a> — Marge Simpson leads a crusade of parents against the ultra-violent kid's cartoon, "Itchy &amp; Scratchy," a parody of "Tom and Jerry." Eventually, the parents of Springfield try to recruit her to lead a campaign against the famous statue. Marge, however, decides she does not want to protest against the work she calls a "masterpiece."When she does an interview on the local news station, a viewer asks Marge how she can "be for one form of freedom of expression like our big naked friend over there, and not be for another form like Itchy &amp; Scratchy?""Well, I guess I can't," Marge answers. "Which is a shame because I really hate those cartoons.""I guess one person can make a difference, but most of the time, they probably shouldn't," she adds.

Florida principal says she was forced to resign after parents complained that photos of Michelangelo's David shown to students were 'pornographic,' report says

<ul><li>The pandemic has sparked a flurry of <keyword id="6463276" type="General" weightage="100" keywordseo="nostalgia" source="Orion">nostalgia</keyword> ads and we are all for this trend.</li><li>Indian brands are capitalizing on nostalgia and memories to connect with their consumers and remind them of simpler times.</li><li>From Cadbury and CRED to Dunzo, brands are reviving what is old into new in their marketing campaigns.</li><li>We speak to creative folks from the <keyword id="35666" type="General" weightage="20" keywordseo="advertising" source="Orion">advertising</keyword> industry to find out why nostalgia works and how should brands go about it.</li></ul>It is summer and the clock strikes 11:30. You are late for school because you end up catching Tom and Jerry on TV. You have seen this episode, but you don’t want to move because you are curious to find out whether Jerry will fool Tom yet again. You are sipping on Rasana, there’s a light breeze from your 4-feet-tall cooler that makes a buzzing sound and your grandfather is yelling at you to turn off the TV as he relishes mangoes and reminds you that your school bus might arrive any minute. Cartoon Network’s Tom and Jerry pauses, a commercial takes over and a jingle plays in the background, “Kuch khaas hai hum sabhi mein” as you tie your shoelace and run to catch the bus. You might not have lived the exact memory, but I am sure it brings a smile to your face, from ear to ear and takes you back to the days when you were not constantly anxious about catching a deadly virus or losing your loved ones to it. Revisiting these old, simpler days has found a space in marketing yet again. Due to the pandemic, from CRED and Swiggy Instamart to Cadbury, brands are trying to evoke nostalgia to connect with consumers on an emotional level and reach out to the inner child in us that lived in a happier universe. Consumers have also found comfort in these ads in uncertain times. “Remember those old times when…” itself is a great hook that sparks interest and marketers are well aware of this tactic. Last month, <a href="https://www.businessinsider.in/advertising/brands/news/cadbury-dairy-milk-recreates-its-iconic-stadium-advertisement-with-a-wonderful-twist/articleshow/86284608.cms">Cabdury’s remake of its ‘Kuch Khaas hai’</a> ad from the 90s took the internet by storm. Social media was abuzz with conversations on gender equality and nostalgia. Then came Swiggy’s campaign that gave a twist to <a href="https://www.businessinsider.in/advertising/brands/news/swiggy-instamart-reimagines-5-stars-ramesh-suresh-and-colgates-kya-aapke-toothpaste-mein-namak-hai-ads/articleshow/86836261.cms">5 Star’s Ramesh and Suresh </a>and Colgate’s Kya Aapke Toothpaste mein namak hai ads and took us down the memory lane again. Pizza Hut brought back Anuradha Menon aka Lola Kutty of 90s fame and <a href="https://youtu.be/gADj-r1t08U">CRED’s ‘The OG’</a> ad with old cricketers made a lot of noise too. Debashish Ghosh, National Creative Director, 22feet Tribal Worldwide explained why nostalgia sells. He said, “Nostalgia is comfort food. It feels good and fond memories are linked to it. There is a deeper emotional glue. It's sticky. So it sells. A great example is one of the longest-running social media trend #throwbackthursday. Brands tap into it to help the audience remember their best memories from the past. Be it personal, popular or stuff of legend. Like famous moments, celebrities, old fads &amp; trends. And once they give it a new spin, they make a unique connection with that memory. It adds immensely to their brand metric and helps them foray into culture.” A <a href="https://static.billboard.com/files/2020/04/COVID-19-Entertainment-Tracker-Release-1-1586793733.pdf">recent study</a> exploring the effects of COVID-19 on entertainment industry and consumer behaviour revealed that more than half of today's consumers are finding comfort in old TV shows, films, and songs from their youth due to the pandemic. “Nostalgia is a time machine. An experience we don’t have access to in the present. It transports us to a time we want to live again,” said Parixit Bhattacharya, CCO, TBWA\India. Adding why nostalgia works magically for brands, he said, “Brands with a shared sense of history with the people they serve can reference nostalgia and rekindle the love. Of course, it works only when the audience is old enough to feel nostalgic about something. We now have two generations of people in the country who grew up with a few household brands over the years and have witnessed a massive change in the country. So these brands can dip into the deep well of shared memories to rekindle the love. While there are really no rules to this, a sense of shared history is crucial to land a potent connection. Nostalgia can lead to almost involuntary action; a bullet through the crevices of our past hitting a sweet spot for people and the brand. Therein lies the lure of Nostalgia. It is so potent it can actually inform the product strategy in some categories, not just stories in communication. On the other hand, Pinaki Bhattacharya, Chief Strategy Officer, Wunderman Thompson India believes that most of these ads were trying to make a timely statement. “Generally speaking, a throwback or referencing something popular from the past and setting it in a surprisingly different or new context can be an interesting device in storytelling. Of course, only if done right. Some brands have tried doing it in different ways recently- some very successfully while some were middling. Barring a couple, I don’t think most of the brands were trying to only evoke nostalgia- they did it, to either make a timely statement using a very memorable ad (say, CDM) or to find a quirky way to drive home their proposition (say, Dunzo). The bottomline is that brands don’t do this to just evoke memories from the past and make its consumers feel good- it has been used to meet the brand’s objectives in the current market and designed to be relevant and attractive for its current consumers,” said he. By invoking nostalgia around iconic ads, Swiggy Instamart managed to connect with both millennials and GenZ. Telling us more about Swiggy Instamart’s recreation of iconic ads, Ashish Lingamneni, Head of Brand at Swiggy said, “With the latest Instamart campaign, we partnered with our creative agency at Lowe Lintas who came up with a fresh concept to recreate iconic ads with a Swiggy Instamart twist. In our campaign, we pay homage to some of the most iconic ads of our times but depict a world where the product suddenly isn't available after all that build-up and Instamart comes to the rescue of the protagonist with instant delivery. Within a few weeks, these TVCs have become widely popular among viewers owing to their fun, cheeky and relatable nature." So, what’s the psychology behind nostalgia and which kinds of brands can adopt this unique kind of marketing strategy? Varun Duggirala - content creator, podcaster, entrepreneur and personal development pundit answered, “Products that have been universally present for a more extended period as a category or brand find it much easier to tap into nostalgia. Add to that a historical connection with pop culture ( music, movies, fashion, etc.) or an iconic piece of creative advertising around the brand, and it becomes all the easier. For newer product categories, especially tech, etc., it's more challenging to capitalise, but as we've seen with throwback phone models coming up, even many mainstream tech product categories have been around long enough to capitalise.” When it comes to <keyword id="11335354" type="General" weightage="20" keywordseo="nostalgia-marketing" source="Orion">nostalgia marketing</keyword>, some brands go retro to transport you into a world that had a completely different style while some prefer paying homage to a historic event. Indian brands have also used nostalgia marketing to reminisce over an old, lost product -- for example Rola-Cola. It was relaunched after customers begged the brand to return the candies to the shelves. However, in their attempt of contemporizing an old ad or memory, brands often fail to retain the ad’s essence or they fail to give it a modern twist as per the current environment. When rolling out revived campaigns that might have worked wonderfully in the past, it is important to check that its values align with today’s audiences, both culturally and socially. Sometimes, even the most recalled ad can spark controversy and a brand should completely steer clear over many sexist ads that should remain in the 90s. So, if you’re considering the nostalgia route to gain traction with customers, Duggirala has some tips you should think about. He shared, “Any creative should first have a deep connection with two aspects, firstly- what is the cultural norm at this moment of time ( what do consumers believe in as core values and what is par for course in terms of discourse or dialogue) and what do consumers today believe in vs what they did in the time from the past. Secondly - it's essential to understand if the emotional core of the original resonates as strongly at this moment for a broader audience and their perception of the brand and its category at this moment. These two are the most essential guardrails to look at.” Ghosh also advised brands to find the brand connect and keep it simple. Sharing a list of things brands should keep in mind, he said, “Know your customer persona. Tap into your brand history if any. Find an interesting old concept but one that is not overexposed. Don’t belabour the connection. Make sure that the piece fits your brand and not the other way around. Keep it simple. Pick a single aspect of the old memory and let the audience relive it thoroughly. Keep the brand connect simple as well – a feeling, a benefit.”

Why are Indian brands transporting consumers to older times with their campaigns?

<div class="KonaFilter image-container display-table"><div><div class="image on-image">APOsama bin Laden's surprising file cache has been released by the CIA.</div></div></div><ul><li>Alongside files relating to his terrorist activities, former Al Qaeda leader Osama bin Laden had children's videos, movies, and viral videos on his computer at the time of his death.</li><li>Bin laden lived with his family in the compound in Pakistan where he was eventually killed in 2011 and likely used some of the videos to educate his children.</li></ul> The CIA on Wednesday released <a href="https://www.cia.gov/library/abbottabad-compound/index.html">a trove of files</a> that former Al Qaeda leader Osama bin Laden had on his computer at the time of his death, and among them are children's programs like "Tom and Jerry," crocheting instructions, and the 2007 viral YouTube video "<a href="https://www.youtube.com/watch?v=_OBlgSz8sSM" target="_blank" rel="noopener noreferrer">Charlie Bit My Finger</a>."Although the majority of the documents, videos, images, and audio clips released by the CIA are related to bin Laden's terror operations, some of the files are of a more benign nature. "Charlie Bit My Finger" appears under the file name "Tootin__Bathtub_Baby_Cousins.flv," <a href="https://www.cia.gov/library/abbottabad-compound/index_video.html">alongside numerous clips</a> of the cartoon "Tom and Jerry" and Jackie Chan films. There are also instructions for crocheting butterflies, socks, and baskets.The presence of so much children's content can be explained by the fact that bin Laden was <a href="http://www.rollingstone.com/politics/news/the-four-most-surprising-revelations-about-osama-bin-ladens-final-years-20130712">living with his family</a> in the secret compound in Abbottabad, Pakistan, where he was killed by US Navy Seal Team 6 in May 2011. Some of the videos in the files released by the CIA - like songs designed for children learning English - raise the possibility that bin Laden was schooling his children from the compound while he was in hiding.Notably, the CIA decided <a href="http://www.businessinsider.com/cia-osama-bin-laden-porn-2017-9">not to release</a> bin Laden's large pornography stash in Wednesday's file dump. <div class="margin-top"> <h3>NOW WATCH: <a href="http://www.businessinsider.com/john-brennan-situation-room-bin-laden-raid-killed-seal-team-6-2017-4">Former CIA director reveals what it was like inside the White House situation room when Bin Laden was killed</a></h3> <div> </div> </div>

Osama bin Laden had the 'Charlie bit my finger' video on his computer at his time of death

<table class="image-container float_right" width="200"><tr><td><div class="image"></div>Robert Johnson/Business InsiderBassam Youssef. Larger than life.</td></tr></table>Almost a year after <keyword id="6354912" type="COUNTRY" weightage="60" keywordseo="Egypt">Egypt</keyword>'s new president assumed office there is massive economic depression and a growing alarm among Egyptians that potential opponents offer no ideas for change.
One man though could have the power, money and the plan to prove a real threat to the Muslim Brotherhood's grip on the country.
Bassem Youssef rivets Egyptians to TV's in cafes, coffee shops, and homes once a week during his talk show, but on Saturday March 30, a warrant was issued for his arrest. Talk shows are very popular here and how many people from Muslim housewives to secular professionals, consume their news.
Youssef is a cardiothoracic surgeon who went from posting political satire on <a href="https://www.youtube.com/channel/UCQ6qh4zBnSM1ZiIogqeApNg">YouTube</a> to the country's most famous and perhaps most well-paid talk show host.
He's been on CNN, ABC, and the Jon Stewart show. Youssef is known around the world for being the "Jon Stewart of Egypt " and his show called: "The Show" is immensely popular and persuasive. But Youssef is a Jon Stewart under a government that's arresting critics and one that's gauging the weight of any possible competitors to its unexpected new power.
The Muslim Brotherhood won the popular election here in June last year with 52 percent of the vote, and it has lowered the country's standard of living, it's economy, and its tolerance for opposition consistently ever since.
<div class="image-container float_left" style="width:400px"><div class="image"></div>Robert Johnson/Business Insider</div>There are many here who believe the Muslim Brotherhood will not allow scheduled presidential elections to take place at all, and will do anything it takes to maintain their power. 
People I spoke with Saturday after Youssef's arrest warrant was announced, including a police officer and the show's director, believe this is the government testing the public response should they actually put him in prison.
Youssef has the money and the ability to convey a clear message to the Egyptians on how he might solve their current economic and political crisis. That plan is notably lacking from other members of the opposition, who largely voice complaints over existing circumstances rather than offering solutions to fix them.
Youssef's show is filmed Wednesday just blocks from my hotel and the first night here the <div class="image-container float_right" style="width:400px"><div class="image"></div>Robert Johnson/Business InsiderThe Show's director</div>crowds surrounding the theater were massive. On Friday, when the show was aired, I was trying to get photos made for some Egyptian press credentials and couldn't get anyone in the shop to move until the show broke for commercial.
Those commercials were for very high profile products like Pepsi and provide the CBC satellite station that airs the show immense revenue.
Through my translator we <a href="http://e7gezly.com/">applied online for tickets to next Wednesday's taping</a> and among the questions required to apply for one of 200 seats are:
<ul>
<li>A Twitter handle</li>
<li>Whether one believes the revolution was a success</li>
<li>An opinion on the revolution</li>
<li>Had the applicant joined in clashes with police or the government</li>
<li>A favorite cartoon, among: Family Guy, South Park, The Simpson's, and Tom and Jerry</li>
<li>A Favorite TV show, among: Friends, Seinfeld, Frasier, Two and a Half Men, and How I Met Your Mother</li>
<li>And, if Youssef ran for president what would be his "logo": the scales of justice, a duck, or a green leafy vegetable called Greer</li>
</ul>
Two-hundred-and-fifty thousand people a week apply for those 200 hundred seats and I'm waiting on the director to get me in and hopefully talk to Youssef, after his visit to the courthouse today.

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