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New Delhi, "<keyword id="486655" type="General" weightage="20" keywordseo="gangs-of-wasseypur" source="Orion">Gangs of Wasseypur</keyword>" may be credited for making the catchphrase "Tum Se Na Ho Payega" popular, but writer-director <keyword id="368516" type="General" weightage="20" keywordseo="nitesh-tiwari" source="Orion">Nitesh Tiwari</keyword>, whose new film draws its title from the line, believes it was already a part of the audience's conscience. Spoken by Tigmanshu Dhulia's character <keyword id="2183828" type="General" weightage="50" keywordseo="ramadhir-singh" source="Orion">Ramadhir Singh</keyword> in Anurag Kashyap's 2012 cult classic, the phrase has come to reflect loss of faith in someone's ability and competence. Written by Tiwari and directed by Abhishek Sinha, "Tum Se Na Ho Payega" is a "light-hearted take on the modern-day challenges faced by today's youth, and their dilemma in standing up to these rules laid by the society". Asked if the title of his film is a hat-tip to "Gangs of Wasseypur", Tiwari said that wasn't the case. "'Tum Se Na Ho Payega' has become a popular phrase because of 'Gangs of Wasseypur'. But I like to believe that 'Tum Se Na Ho Payega' existed in our conscience before 'Wasseypur'. 'Wasseypur' also used something that already existed. This (the title of our film) probably exists in the lingo of the youth and what better than something that, (which) not only encapsulates the flavour of the film and feel of the youth," the writer-director told PTI in a virtual interview. "Tum Se Na Ho Payega" was previously named on its source material: <keyword id="183303" type="General" weightage="50" keywordseo="varun-agarwal" source="Orion">Varun Agarwal</keyword>'s novel "How I Braved Anu Aunty and Co-Founded a Million Dollar Company", he added. Tiwari, best known for directing "Chillar Party", "Dangal" and "Chhichhore", said they decided to change the title as they had "fundamentally deviated" from certain aspects of the 2012 book. "There were many more elements in the film than just 'the aunty bit'. We went back to this and asked if this was the best way to summarise the film as 'Bas Karo Aunty'. The answer came back 'no'. "The best way to explain the film was through the philosophy of the film -- the voices of the film which constantly keep telling us that the moment you try to do something different. At the same time, the flavour of the film is fun and about banter between friends. It has a lot to do with the life of youngsters," he added. The director, an engineering graduate from IIT-B by educational qualification, describes himself as someone who doesn't have many dreams and takes life as it comes. Before foraying in films, Tiwari was in the field of advertising, where he also crossed paths with his wife and filmmaker Ashwiny Iyer Tiwari. "I take life as it comes. I don't plan too much. That's why you see my movies come once every three years. Never following a set pattern but everybody says I should," said Tiwari, whose latest film as a director was 2023's "Bawaal". He, however, has a dream for EarthSky Pictures, a production house he co-founded with his wife. Tiwari said they aim to tell diverse stories and nurture younger talent through their banner. "We were fortunate that somebody believed in us and gave us a break. This is our way of paying back. If at all, you can call it a dream, which is not so much at a personal level, but what kind of stuff I'll be doing going forward. That will happen as it has to happen. The dream as of now is to be able to tell many more stories with the help of a lot of fantastic young talent, whether it's technicians, writers or directors," he added. "Tum Se Na Ho Payega" stars an ensemble cast of Ishwak Singh, Mahima Makwana, Gaurav Pandey, <keyword id="124291" type="General" weightage="50" keywordseo="amala-akkineni" source="Orion">Amala Akkineni</keyword>, Gurpreet Saini, Parmeet Sethi and Meghna Malik. The film is an Earthsky Pictures Production along with Star Studios, RSVP and Roy Kapur Films. It will be available for streaming on Disney+Hotstar from September 29.

'Tum Se Na Ho Payega' phrase existed before Gangs of Wasseypur: Nitesh Tiwary

<ul><li><keyword id="6135170" type="UNKNOWN" weightage="20" keywordseo="Paytm-Money">Paytm Money</keyword>, the financial services arm of digital payments, has set up a Technology Development and Innovation Centre in Pune.</li><li>The company is looking to hire 250 engineers across the front-end, backend as well as data scientists.</li><li><keyword id="6357120" type="DEFINITION" weightage="20" keywordseo="paytm">Paytm</keyword> Money is headquartered in Bengaluru and already has a team of over 300 employees.</li></ul>Paytm Money, the financial services arm of digital payments, has set up a Technology Development and Innovation Centre in Pune. The new facility will aim to drive product innovation, specifically in the areas of equity, mutual funds, and digital gold, the company said in a statement. The company is looking to hire 250 engineers across the front-end, backend as well as data scientists. Paytm Money is headquartered in Bengaluru and already has a team of over 300 employees. “We continue our vision to leverage technology to lower costs for our consumers and provide a solid, innovative and stable platform. We need solid engineering talent to ensure we meet our ambitions,” said Varun Sridhar, chief executive officer of Paytm Money. In a recent<a href="https://www.livemint.com/companies/people/paytm-money-ceo-varun-sridhar-shares-3-ideas-for-young-investors-to-win-big-in-stock-markets-11617075603105.html"> interview</a>, Sridhar had also said that Paytm Money will break even in three years. The online investment platform offers stockbroking, mutual funds, and other wealth management services. It also recently launched IPO investments on its platform, through which retail investors can apply for investments in Initial Public Offers (IPOs) in India. It had also ventured into Futures &amp; Options trading (F&amp;O) on its platform. The slew of new features launched by Paytm Money is aimed at gaining market share in the online wealth management industry. The company already has over seven million users, and by the end of FY21 it hopes to have achieved 10 million users and 75 million yearly transactions. SEE ALSO: <a href="https://www.businessinsider.in/business/startups/news/inside-ritesh-agarwals-family-office-aroa-ventures-and-its-early-investments/articleshow/81772098.cms">EXCLUSIVE: Inside Ritesh Agarwal’s family office and its early investments</a>

Paytm Money set to hire 250 engineers for its new technology centre in Pune

<ul><li>The Indian founders had earlier called the ban on Chinese apps as the atmanirbhar moment for India’s entrepreneurs.</li><li>To handle the surge in users and traffic, the startups are now also aggressively hiring to better their offerings. </li><li>Here are all the openings in short-form video apps in India.</li></ul>On June 29, TikTok got banned in India along with 58 other Chinese apps. And since that very moment, India’s rival apps of the Chinese giant have seen their user base jump up by millions. The Indian founders even called this the atmanirbhar moment for India’s entrepreneurs."This is the digital atmanirbhar moment that most Indians have been rooting for,” said Naveen Tewari, founder and CEO of InMobi Group which owns Roposo. Indian entrepreneurs believe with this, ‘Made in India’ apps will get a boost as they won’t be fighting with Chinese companies, who have the cash to spend and build a userbase. “The move can be hugely beneficial for Indian companies considering the potential Indian startups have in terms of creating our own TikTok, We Chat, Baidu. Many others are all poised to make it big with the scale our country provides and absence of Chinese competitors with deep pockets,” Sandeep Singh, founder and president, Khabri. But to handle the surge in users and traffic, the startups are now also aggressively hiring to better their offerings. Here are all the openings in short-form video apps in India Chingari Chingari has got over 16million users in just 25 days and was trending in the top apps on the Google Playstore. The team needs 10-15 people right away to help with the surge in traffic – UI/UX designers, engineers and more. <div type="twitter" handle="adityakothari" handlename="Aditya Kothari" image="http://pbs.twimg.com/profile_images/1181273690819817472/ylFghAkJ_normal.jpg" favoritecount="109" retweetcount="37" status="Looking for a docker/kubernetes/backend architect for @Chingari_IN . If you're looking to build a backend infra, an… https://t.co/BBQtJ4Rl8C" createdat="1594502330000" id="1282061813891227649"></div> Bolo Indya Bolo Indya – which works as an infotainment app, was another to build on success after TikTok’s ban. “There was a huge jump in user increase in first 24 hours of the ban, and we saw over 2.5 lakh installs, with 87% of these signing up and creating videos and 1.27 crore videos were created in June,” said Varun Saxena, Co-Founder, Bolo Indya. The company said that it has continued its hiring activities even during lockdown and 3 new members have joined during lockdown phase while 2 more will be joining next month. Simultaneously, the company has aggressive hiring plans in technology teams across Android, AI and ML roles with remote interactions. “We took lockdown and its consequences as an opportunity to interact with some extraordinary talents and explore the synergies to join us on our mission to enable Bharat to transform social capital to financial independence through short videos in regional languages. We did not do a single lay off, and continue to strengthen the team with the right fits who share the same passion, ambition and motivation,” said Saxena. The company currently has 15-20 vacancies. <div type="javascript" title="Custom" contenttype="Image"><cdata><![CDATA[]]></cdata></div> Interested candidates can apply by writing to hr@boloindya.com Mitron TV The app which shot to fame even before TikTok was banned, is also aggressively hiring. The app’s co-founder Anish Khandelwal took to LinkedIn to share that the company is currently looking for android developers and backend developers with over two years experience. <div type="javascript" title="Custom" contenttype="Image"><cdata><![CDATA[]]></cdata></div> Interested candidates can apply by writing to career@mitron.tv Khabri Khabri helps users create podcasts and also caters to the Hindi-speaking market in India. The company said that it already had 40,000 influencers on the platform, and with the ban on TikTok it got 5000 new influencers in two days. The company is currently <a href="https://angel.co/company/khabriapp/jobs/671317-product-manager-growth">hiring </a>a product manager among other roles. Trell Another TikTok rival app in India – Trell has now crossed 45 million downloads with 5 million daily active users, claims the company. “We are very excited to see the regular developments on the platform and the increasing interest from users and content creators. With this opportunity, the Indian Internet startups can grow faster and build a superior experience for the consumers in the long run which was being capped by the established players earlier,” said Pulkit Agarwal, Co-Founder, Trell. SEE ALSO: <a href="https://www.businessinsider.in/business/startups/news/therapy-and-mental-health-is-important-for-startup-founders-to-survive-the-near-death-moments-in-business/articleshow/76931948.cms">This Indian entrepreneur started going to therapy and recommends it to startup founders to survive the ‘near death’ moments in business</a> <a href="https://www.businessinsider.in/business/startups/news/zomato-journey-from-a-weekend-project-to-a-3-billion-company/articleshow/76901180.cms">Zomato turns 12 – from a weekend project to a $3 billion company, here’s the startup’s journey over the years</a>

From Chingari to Mitron TV – TikTok clone apps in India are now aggressively hiring to handle the user surge

Lok Sabha Election 2019 Candidate list for Uttar Pradesh

High-flying Kolkata Knight Riders and an unpredictable <keyword id="19959099" type="General" weightage="20" keywordseo="Sunrisers-Hyderabad" source="keywords" meta.keywordsubtype="org" meta.entityname="Sunrisers Hyderabad" meta.hostid="261" meta.entityid="Sunrisers Hyderabad">Sunrisers Hyderabad</keyword>, teams that have built their IPL 2024 campaign on <keyword id="21373296" type="General" weightage="20" keywordseo="power-hitting" source="keywords">power-hitting</keyword>, will look to outmuscle each other in <keyword id="21653556" type="General" weightage="20" keywordseo="Qualifier-1" source="keywords">Qualifier 1</keyword> here on Tuesday. If <keyword id="19924483" type="General" weightage="20" keywordseo="KKR" source="keywords">KKR</keyword> were the first team to make <keyword id="21533203" type="General" weightage="20" keywordseo="IPL-playoffs" source="keywords">IPL playoffs</keyword> this year, SRH gave themselves a huge boost by inflicting a four-wicket loss on Punjab Kings on Sunday to eventually finish second with 17 points, ahead of Rajasthan Royals. While the two top teams from the 70-match league round have enjoyed some time off courtesy incessant rains during their respective clashes over last 10 days, the lack of turnaround time to compete in a high-intensity playoff game will also pose a unique challenge. KKR and SRH will get only a day's time to traverse thousands of kilometres and get here for the first half of the playoffs as they both featured on the final day of the league round on Sunday. SRH would feel they have hit their strides following a comprehensive win over PBKS and having also got recent game-time, which isn't the case for KKR whose last complete game was on May 11. <keyword id="19904097" type="General" weightage="20" keywordseo="Shreyas-Iyer" source="keywords">Shreyas Iyer</keyword>'s KKR had won four games on the trot before rains washed away their last two league games and the two-time winners. Table-toppers KKR (19 points) will also have to fill in the huge void at the top with their second-highest run-scorer and wicketkeeper <keyword id="19903604" type="General" weightage="20" keywordseo="Phil-Salt" source="keywords">Phil Salt</keyword> (435 runs) leaving the camp for national duties with England ahead of the T20 World Cup. Salt had forged a devastating partnership with Sunil Narine (461) at the top and KKR were immensely benefited by their ultra-aggressive approach with the bat, backed up well by a potent middle-order even though skipper Iyer (287) has not had a major impact yet. The washed out contest against RR in particular robbed KKR of an opportunity to give expected replacement Rahmanullah Gurbaz a go at the top with Narine, something that would have settled a few concerns certainly. For KKR, the form of Nitish Rana adds more solidity to the middle-order while a fiery Andre Russell among the finishers promise them vital runs. In many ways, SRH match KKR's firepower on paper and that is what adds more to the lure of this contest. Travis Head and Abhishek Sharma have both got their runs at a strike rate exceeding 200 while inspiring their side to rewrite a few records. Australian southpaw Head has in many ways redefined aggressiveness with the bat while also remaining successful (533 runs with one century and four fifties). His fearlessness has also brought the best out of the young Indian batter Abhishek (467), who has clobbered an overall 41 sixes this IPL - 10 more than his overall tally of 31 in the previous six seasons. SRH have also managed to find answers to a couple of questions which were lingering on for a while. At No 3, the 2016 winners have found a dependable option in Rahul Tripathi who can both accelerate as well as weather storms when bowlers are on-song. Additionally, Heinrich Klaasen has rediscovered his form after a dip in the middle of the tournament. With a crucial knock of 42 against PBKS, Klaasen has signalled having found his mojo back, which only makes SRH even more formidable. At Ahmedabad, as seen in the World Cup final last year, teams batting second have had more success, winning four out of six completed games while only twice the team which batted first could defend successfully. Also, against the style of play for both these teams - to bury oppositions under mountains of runs - this venue has had only two scores of 200 or above in 12 innings, which means the bowlers will also have their say. If KKR have a battery of spinners to back their fast bowlers led by Mitchell Starc, SRH's pace bowling attack led by skipper Pat Cummins has time and again produced unified efforts to make their mark. In their only meet earlier this season back in late March, KKR had pipped SRH by four runs in a high-scoring game. Teams (from): Kolkata Knight Riders: Shreyas Iyer (c), KS Bharat (wk), Rahmanullah Gurbaz (wk), Rinku Singh, Angkrish Raghuvanshi, Sherfane Rutherford, Manish Pandey, Andre Russell, Nitish Rana, Venkatesh Iyer, Anukul Roy, Ramandeep Singh, Varun Chakravarthy, Sunil Narine, Vaibhav Arora, Chetan Sakariya, Harshit Rana, Suyash Sharma, Mitchell Starc, Dushmantha Chameera, Sakib Hussain, Mujeeb Ur Rahman, Allah Ghazanfar. Sunrisers Hyderabad: Abhishek Sharma, Travis Head, Heinrich Klaasen (wk), Aiden Markram, Abdul Samad, Nitish Reddy, Shahbaz Ahmed, Pat Cummins (c), Bhuvneshwar Kumar, Jaydev Unadkat, T Natarajan, Mayank Markande, Umran Malik, Anmolpreet Singh, Glenn Phillips (wk), Rahul Tripathi, Washington Sundar, Upendra Yadav (wk), Jhathavedh Subramanyan, Sanvir Singh, Vijayakanth Viyaskanth, Fazalhaq Farooqi, Marco Jansen, Akash Maharaj Singh, Mayank Agarwal. Match starts at 7:30pm IST. SEE ALSO:<a href="https://www.businessinsider.in/tech/mobile/webstories/motorola-edge-50-fusion-vs-oneplus-nord-ce-4-price-specs-and-features-compared/slidelist/110197390.cms" target="_blank"></a> <a href="https://www.businessinsider.in/tech/mobile/webstories/motorola-edge-50-fusion-vs-oneplus-nord-ce-4-price-specs-and-features-compared/slidelist/110197390.cms" target="_blank">Motorola Edge 50 Fusion vs OnePlus Nord CE 4 – price, specs and features compared</a><a href="https://www.businessinsider.in/india/news/woman-loses-54-lakh-in-work-from-home-scam-heres-what-it-is-and-how-to-protect-yourself/articleshow/110166963.cms" target="_blank"></a> <a href="https://www.businessinsider.in/india/news/woman-loses-54-lakh-in-work-from-home-scam-heres-what-it-is-and-how-to-protect-yourself/articleshow/110166963.cms" target="_blank">Woman loses ₹54 lakh in work-from-home scam! Here's what it is and how to protect yourself</a><a href="https://www.businessinsider.in/tech/mobile/webstories/iqoo-z9x-5g-with-120hz-display-6000mah-launched-starting-at-12999/slidelist/110176453.cms" target="_blank"></a> <a href="https://www.businessinsider.in/tech/mobile/webstories/iqoo-z9x-5g-with-120hz-display-6000mah-launched-starting-at-12999/slidelist/110176453.cms" target="_blank">iQOO Z9x 5G with 120Hz display, 6000mAh launched starting at ₹12,999</a>

Salt-less KKR take on Sunrisers Hyderabad in power-hitting slugfest

Check out the winner candidate list from Uttar Pradesh Lok Sabha Election

checkout Uttar Pradesh Lok Sabha Election Result 2019

<ul><li>Over the last few years, <keyword id="2540701" type="PERSON" weightage="20" keywordseo="Influencer-marketing">influencer marketing</keyword> has grown exponentially in India.</li><li>The Advertising Council of India has now launched <keyword id="6586390" type="UNKNOWN" weightage="20" keywordseo="new-guidelines">new guidelines</keyword> for the <keyword id="11333696" type="UNKNOWN" weightage="20" keywordseo="influencer-marketing-industry">influencer marketing industry</keyword> to increase transparency.</li><li>We reached out to experts from the influencer marketing ecosystem to understand how it would impact the industry and help shape its growth in the coming years.</li></ul>The Advertising Council of India (ASCI) has launched new guidelines for influencers, brands and talent agencies in a bid to make influencer marketing more transparent for consumers. The lines between influencer’s personal content and paid content have become blurry, almost indistinguishable from regular posts. As per the guidelines, all advertisements published by social media influencers or their representatives, on such influencers’ accounts will be expected to carry a disclosure label that clearly identifies it as an advertisement. Disclosure is required if there is anything of value given to mention or talk about the advertiser’s product or service and it is supposed to be placed in a manner that is hard to miss. Influencer marketing has been witnessing an exponential growth in India in the past few years. According to digital marketing agency AdLift, India's influencer market is estimated at $75-150 million a year, as compared to the global market of $1.75 billion. And the year 2020 pushed businesses of various kinds and sizes to further experiment with digital solutions as all activities from attending concerts and birthday parties to fitness sessions moved from the physical realm to digital. Today, Indian audiences are watching more online videos than ever before. Nielsen studies show that home-bound consumers have led to a 60% increase in the amount of video content watched globally. So, as more and more Indians get connected to the internet, they discover and interact with a multitude of brands on a daily basis. ASCI’s new guidelines, experts said, will help give a structure to the industry, will elevate the level of trust between customers, influencers and brands. We reached out to experts from the influencer ecosystem to understand the implications of the guidelines and how it will impact stakeholders, and here is what they had to say: <cmsannotation type="cmsannotation" annotationid="Varun Mayya- Digital Content Creator and CEO &amp; Founder of Avalon Meta and Scenes by Avalon:" text="Varun Mayya- Digital Content Creator and CEO &amp; Founder of Avalon Meta and Scenes by Avalon:">Varun Mayya- Digital Content Creator and CEO &amp; Founder of Avalon Meta and Scenes by Avalon: </cmsannotation> The reach of influencers and media is much wider than ever before and thats one of the reason why the digital economy has disrupted the traditional economy. The consumers' mindset has changed massively over the last few years and they're much more sophisticated now. This change calls for changes in the advertisers approach with regards to ethics and openness. Influencers should be mindful of the products and companies they advertise and be upfront about the fact that they're paid to promote them. When you see TV, you know Shah Rukh is paid to do the ad but on Social Media this is mostly absent. You're following a person because you find them genuine and helpful but all of a sudden when they're promoting some fitness or haircare product and you don't know whether it's genuine or not. These guidelines should be able to bridge that gap and I hope that advertisers also take this as seriously as the creators." <cmsannotation type="cmsannotation" annotationid="Viraj Sheth- Co-Founder and CEO at Monk Entertainment:" text="Viraj Sheth- Co-Founder and CEO at Monk Entertainment:">Viraj Sheth- Co-Founder and CEO at Monk Entertainment:</cmsannotation> I believe the ASCI Influencer Guidelines are a welcome move within the industry. The influencer marketing industry definitely was in need of regulation considering how size-able it has become and will keep getting in the near future. Influencers and creators have the onus of ensuring complete disclosure with regards to all their endorsements and brand deals in order to make sure their audiences know of the paid partnerships and they can then evaluate their decision about whether or not they wish to still buy the product/service. The introduction of these guidelines is only half the battle won, the latter half would have to focus on correct implementation and enforcement of the same with both brands and creators. <cmsannotation type="cmsannotation" annotationid="Kunal Kishore Sinha, Co-founder and COO, ClanConnect:" text="Kunal Kishore Sinha, Co-founder and COO, ClanConnect:">Kunal Kishore Sinha, Co-founder and COO, ClanConnect:</cmsannotation> Influencer marketing has been witnessing a steady growth in India in the past few years. As digital media consumption is growing, the distinction between content and promotional advertisements is becoming important. Influencer marketing has now become mainstream. Therefore, consumers have a right to know what content has been paid for by brands and the guidelines intend to bring this transparency to influencer marketing. The guidelines are crucial at this moment considering the rapid growth in branded communications to consumers via social media. Wherein there are guidelines for traditional media advertising, now, with the boom in influencer marketing, these guidelines have become essential. The guidelines seems to have addressed all the necessary angles. These have been finalized after extensive evaluation and consideration of suggestions by industry players. With these guidelines, consumers can expect much more transparency as they navigate through the social media universe. These will not only streamline the space and offer a direction but also ensure that there is an added sense of social responsibility amongst the influencer community. On our part, we are geared up to guide influencers through the intricacies of the newly-launched guidelines, helping them meet all the requirements so they can focus on what they do best – create impactful content. We trust this will regulate &amp; filter out the misleading content, creating a transparent and healthy digital world! These guidelines will align the Indian online advertising industry with international markets. If influencers want to be followed by their audience, it is necessary for them to stay interesting, honest, creative while managing the art of storytelling to keep consumers engaged. While these new guidelines will promote transparency, it will also elevate the level of trust between customers, influencers and brands. So it will be beneficial across the stakeholders in the ecosystem. These guidelines will help the consumers to identify promotional content and also guide digital influencers. Ultimately, it will unlock a wealth of new opportunities for the fast-evolving segment that will result in positive outcomes for the sector in the long run. <cmsannotation type="cmsannotation" annotationid="Neel Gogia, Co-Founder, IPLIX Media:" text="Neel Gogia, Co-Founder, IPLIX Media:">Neel Gogia, Co-Founder, IPLIX Media: </cmsannotation> The <keyword id="10323570" type="UNKNOWN" weightage="20" keywordseo="asci-guidelines">ASCI guidelines</keyword> are a welcome step forward in introducing transparency and authenticity across the ecosystem. However, every new initiative will face questions on its practicality. That debate is necessary to create a sustainable solution. Hence, in my opinion, the current recommendations might not be applicable to every influencer or every tool of influencer marketing. The lines are a little blurred. For instance, a non-monetary association under which an influencer shares an unbiased product review will be labeled as an AD, leaving consumers in a tough spot. This will be difficult to implement for a tech or an auto influencer as they cannot buy every product for review as they are of high monetary value, and in fact, not all the reviews are positive as well so they cannot be labeled as an AD. Furthermore, organic and value-added content creation with genuine product integration is being given priority by the brands, agencies as well as influencers at the moment and the current recommendations might not be aligned with this objective. For a YouTube content creator with long-format vlogs labeling the entire integration section as an AD will lead the audience to ignore the content even if it is adding value to them. A mention of 5-10 seconds should suffice rather than a full-length mention. I believe platform labels like ‘Includes paid promotion’ and ‘Paid partnership with’ on YouTube and Instagram respectively, offer that clarity for sponsored posts. This is sufficient to highlight that the integration is paid. However, additionally, the creators can put a supplementary hashtag to make it more visible. So, we will have to wait and watch how this unfolds.” <cmsannotation type="cmsannotation" annotationid="Rajni Daswani, Director, SoCheers:" text="Rajni Daswani, Director, SoCheers:">Rajni Daswani, Director, SoCheers:</cmsannotation> The guidelines are a good guardrail in the industry that has been unregulated so far. The fact that the guidelines are not extremely stringent and do rely on influencers to see that they do justice, leaves room for brands to explore ways to circumvent around it. A lot will depend on how influencers &amp; brands adapt to it. Many brands are averse to the whole #Ad &amp; #Sponsored and may now start drawing parallel compares to paid media, which might see the investment in influencer marketing take a slight hit, after the phenomenal growth year that it has had. These guidelines will be like a double-edged sword for creators as well. While they will get a lot more say in putting out content that will work on their pages, influencers/creators who are doing a lot of branded content might see a hit in their engagement &amp; reach numbers. Quality content will continue to win nonetheless. For brands, would suggest to give influencers a little more freedom in designing the content in a way that will bring out the brand benefits, as well as get content to perform better on their channels. <cmsannotation type="cmsannotation" annotationid="Ankit Agarwal, Founder, Do Your Thng:" text="Ankit Agarwal, Founder, Do Your Thng:">Ankit Agarwal, Founder, Do Your Thng:</cmsannotation> This was a long time coming. The blurring of the line between ads and simple user-generated content needed to be corrected. Users not only have the right to know the difference between the two, they all but demand it. Disclosure labels are unquestionably a step forward in that direction. Besides helping bolster the trust audiences were increasingly hemorrhaging in content creators, the guidelines will hold brands and marketers more accountable. I am gratified ASCI has moved the needle in organizing a niche where entropy was just about beginning to reign supreme.

How ASCI’s new guidelines will impact influencer marketing industry: Experts share their opinion

BJP winner candidate list for Lok Sabha Elections 2019

<ul><li>PWC’s recently released report states that Indian monthly podcast listeners reached 40 million at the end of 2018, which was a 57.6% increase over 2017’s 25.4 million</li><li>Marketers are slowly experimenting with the medium, with the aim of presenting consumers with targeted content</li><li>The coming in of Spotify has helped increase the buzz around podcasts in India</li></ul>Over the past few years, the kind of content consumers are seeking out and accepting has seen a vast change. Today, it is all about engaging content that they can relate to. Content that can be consumed on-the-go has also seen a huge gain in popularity. It is perhaps this evolution that is making podcasts an increasingly favored content medium for consumers. While podcasts enjoy a huge popularity in markets like the US, India is also slowly waking up to it. Now almost all news publications have their own podcasts. Moreover, music streaming platforms that are witnessing a good growth in the country are also increasing their podcast offerings. Even the numbers are encouraging. Research by IAB and PwC stated that US advertisers spent an all-time high of $479 million on podcast ads in 2018, up 53% from $314 million the year prior. While the Indian market is still at a nascent stage in terms of its uptake of podcasts, PWC’s recently released report titled ‘Global Entertainment &amp; Media Outlook 2019-2023 India’, stated that Indian monthly listeners (defined as people who listened to at least one podcast in the last one month) reached a total of 40 million at the end of 2018, which was a 57.6% increase over 2017’s 25.4 million. In terms of consumption of podcasts, India ranks number three, following the US and China. Owing to the growing increase in audio-streaming services in the country, podcasts offer a massive opportunity for brands to reach out to its consumers, where they can target listeners with personalized content. The Story So Far It was in 2016 that Audioboom, a leading audio platform for hosting, distributing and monetizing content was launched in India. That was also the time when Jio had launched in the country and everybody got access to cheap, affordable data. However, that was when video content was seeing an explosion. “There was a lot of focus on video at that point in time and when we went to talk to people about focusing on audio as an on-demand platform, we were scoffed upon. People couldn’t see the opportunity that we could see in the model back then. However, things have become better since the second half of last year. Today, there is a lot more acceptance, people know what we are talking about and they want to hear us out,” says Aman Goklani, Head of India operations, AudioBoom. From 2016, when it received about 200,000 listens a month, the platform has seen a substantial increase in its monthly run rate. “From 200,000 listens in a month in 2016, we today stand at around 1.7 million listens each month. We ended June of this year with about 2.5 million listens. So, we have seen more than 10x growth since we launched,” adds Goklani. While in the larger scheme of things, Goklani maintains that 2.5 million listens is not a very big number, he adds, “A video can get these numbers in probably a few days. However, in our scheme of things, we are the largest, in terms of numbers, in India.” To put things in perspective, globally the UK-based audioBoom gets around 70 million listens in a month, with the US accounting for 60% of its listens. If one were to delve deeper into the reasons for this sudden increase in enthusiasm around podcasts, <keyword id="2904495" type="PERSON" weightage="20" keywordseo="Sreeraman-Thiagarajan">Sreeraman Thiagarajan</keyword>, Chief Executive Officer (CEO), <keyword id="5557033" type="UNKNOWN" weightage="20" keywordseo="Agrahyah-Technologies">Agrahyah Technologies</keyword> that owns and operates Hindi podcast platform, aawaz.com says that there are several. “India has been an audio-first country for a long time. The term podcast is new in India. However, all our radio stations have been coming up with audio content on their platforms for the longest time. Even in the past, shows like Purani Jeans have always been around. However, the sudden excitement around podcasts is because of multiple reasons. Firstly, global podcast companies are now looking at India. BBC, NPR, Audible, Google podcasts and Spotify have been operating in India for the past 6-7 months and have brought in some excitement,” he says. He also points to the fact that non-music content is picking up pretty well in India. “Imagine you’re in the mood to listen to some devotional content, or want to listen to a horror or romantic story. People consume a lot of content on video but if they are busy and don’t have the time to watch something, they could still listen to content. So that is what is giving us a lot of traction,” he adds. The increasing demand for smart speakers in the recent past has also been an important reason for the growing enthusiasm around audio content. The opportunities ahead Globally, Spotify has been talking a lot about the opportunities around podcasts. It has also been investing a lot on acquiring podcast companies. Closer home, music streaming platforms like Gaana and Saavn are also trying to promote the podcasts that they have to offer. So, what are the opportunities for brands here? Prashan Agarwal, CEO, Gaana says, “Podcasts are a great channel for brands to tap into a highly engaged niche audience. Most savvy marketers understand the difference between top-of-the-funnel and bottom-of-the-funnel campaigns, and appreciate the role for the top-of-mind recall. This is where this genre can serve as a great platform for brand building, with streaming players and publishers helping marketers navigate ways to seamlessly integrate their brands into the narrative.” Gaana runs some popular podcasts on its platform including Mirchi Murga by Naved, Kahanibaaz by Ashish Vidyarthi, Ek Rang Ishq Ka and others. Apart from this, they also source aggregated content from podcast platforms like IVM and Audioboom. Speaking about the opportunities he sees in the medium, Amarjit Batra, Managing Director India, Spotify says, “In India, podcasting is very young, but we see immense potential given the immersive and intimate nature of the medium. Factors such as increase in commute time, higher awareness around streaming, and India’s position as a knowledge economy establish that there is enough scope for podcasts to become mainstream in India. We believe that the future of audio is limitless and the potential growth of podcasts as a new form of audio storytelling is garnering steady popularity amongst the urban audio streamers in India. Our goal is to work with the ecosystem of creators, brands, and partners to address these challenges so that there is a wider understanding and acceptance of this new and relevant medium.” He further adds that while the podcast segment is still at a nascent stage in India, marketers have shown interest in experimenting with the medium. “We've had brands and advertisers show interest because they believe in the audio format for user engagement, and have seen how well podcast advertising works in our other markets.” Meanwhile, podcast network IVM, which is working on popularizing the medium among consumers and marketers, has already worked with brands like PayTM Money, Aditya Birla Mutual Fund, Motilal Oswal. Speaking about why brands are seeing value in podcasts, Amit Doshi, Founder &amp; CEO, IVM Podcasts says, “There are two primary opportunities for brands to work with podcasts - promotions on content that is being created and distributed by us and creating their own branded content. We have seen forward thinking brands like PayTM Money, Aditya Birla Mutual Fund, Motilal Oswal, Accenture, Storytel, Savaari etc. are already working with us. Increasingly, we are seeing interest from other brands as well in using this space to achieve their objectives.” <keyword id="3054169" type="PERSON" weightage="20" keywordseo="Varun-Duggirala">Varun Duggirala</keyword>, Content Chief and Co-founder, <keyword id="2951846" type="COMPANY" weightage="20" keywordseo="The-Glitch">The Glitch</keyword> hosts an IVM Show called ‘Advertising is Dead’ where he speaks to leaders, creators and experts from all ends of the media, entertainment and advertising space to understand the new media world order. On how brands can make the most out of the medium, he says, “Podcasts present a unique opportunity for brands to seamlessly integrate themselves into very focussed content pieces which can be developed and distributed at scale with a much lower cost barrier. Also, advertising within episodes themselves can very easily be blended into the storyline/narrative of the episodes themselves so the value chain of the content imbibes the value chain of the brand. Unlike video content, podcasts allow consumers to blend content into their daily schedule in a way that doesn’t demand 100% focus but still blends into your content consumption habit cycle especially during commutes, mornings/late nights as well as mid-day breaks.” According to industry estimates, currently the cost of podcasts could lie between Rs 4,000-6,000 per minute. So for a lot of marketers looking at reaching out to an engaged audience, podcasts could be a comparatively cost effective option, too. Storytel India has worked on multiple host read campaigns both on IVM and audioBoom. Speaking about the kind of value the brand saw from the partnership, Sukirti Sharma, Marketing Manager, Storytel India, says, “Podcasts hook the listening audience, people who are already in the habit of listening and are familiar with the format. Also, it is somewhat about personalised choices and therefore brings in different kinds of audience. With each genre or discussion type, you attract a different kind of audience ie those interested in history or those who want to listen to the topical issues of the changing culture among the urban Indian. With myriad topics, it attracts diverse listening communities. Podcasts have their own unique space. We are in the business of telling stories and we believe that audio is the future. Podcast is a part of that audio world and has its own unique space so we would certainly use podcasts again in the future.” For the longest time, lack of awareness was a big challenge for the podcast industry. However, with more and more people talking about it, both globally and in India, brands finally seem to be warming up to the medium.

Are Marketers Warming Up to Podcasts in India?

<ul><li>In wake of players, support staff and team management executives tested positive for Covid-19, BCCI announced the suspension of <keyword id="7866747" type="UNKNOWN" weightage="20" keywordseo="ipl-2021">IPL 2021</keyword>. </li><li>Considering how big the league has become over the years, every year there is a lot of money riding on IPL.</li><li>We spoke to experts to understand the kind of impact the suspension of the league will have on different stakeholders.</li></ul> The Board of Control for Cricket in India (BCCI) has suspended the current season of the Indian Premier League (IPL) in wake of players in different teams testing positive for Covid. While there had been talks of moving the tournament to a different city in the past few days, the new positive cases among the players led to BCCI announcing an indefinite suspension of the league. For a while now, IPL had been the topic of a raging debate - Whether there was a need to hold the tournament this year, at this time, when the country is facing a massive surge in Covid numbers. While there were many who had felt that IPL should not have been held this year, or could have been suspended much earlier than it was, there were others who said something like an IPL was important because it acted as a distraction from the grimness that otherwise surrounds us. In its official statement, IPL stated, “The BCCI does not want to compromise on the safety of the players, support staff and the other participants involved in organising the IPL. This decision was taken keeping the safety, health and wellbeing of all the stakeholders in mind. These are difficult times, especially in India and while we have tried to bring in some positivity and cheer, however, it is imperative that the tournament is now suspended and everyone goes back to their families and loved ones in these trying times. The BCCI will do everything in its powers to arrange for the secure and safe passage of all the participants in IPL 2021.” In its official statement, <keyword id="17943" type="CITY" weightage="20" keywordseo="star-india">Star India</keyword> said, “Star India supports BCCI’s decision to postpone IPL 2021. The health and safety of players, staff and everyone involved in the IPL are of paramount importance. We thank the BCCI, IPL Governing Council, players, franchisees and sponsors for their support. We are also indebted to our employees, on-air talent, production, and broadcast crews for trying their best to spread positivity by delivering the broadcast of IPL 2021 to millions of homes in the face of challenging circumstances.” However, the next big question everyone is pondering over is, how will IPL’s suspension impact different stakeholders considering there are massive investments involved in the league every year. This year, Star India had on-boarded 18 sponsors and over 100 advertisers across multiple brand categories including Edtech, Fantasy Sports, Beverages, Pay Wallets, Home Décor, Auto, Telecom, Consumer Durables, FMCG and Financial Services. For most brands, the IPL becomes that one property that garners impressive eyeballs. The leagues has helped a lot of brands build awareness and reach out to an engaged set of audience over the years. However, this year, perhaps due to the ongoing <keyword id="9323110" type="UNKNOWN" weightage="20" keywordseo="Covid-surge">Covid surge</keyword>, IPL’s viewership witnessed a dip when compared to last year’s numbers, according to data from Broadcast Audience Research Council (BARC) India. <div type="image" title="IPL 2021 viewership" msid="82390462" hostid="261"></div> Last year, BCCI had earned Rs 4,000 crore in revenue from hosting IPL, in addition to a 25% rise in TV viewership, according to BCCI treasurer Arun Dhumal. The different franchisees make money through title sponsorships, media rights, merchandising, ticket sales and the prize money. When it comes to the broadcaster, Star Sports and Hotstar was expected to rake in advertising revenues of around Rs 3,600-3,800 crore, a substantial jump from last year’s estimated revenue of Rs 2,600 crore. While it might still be very early to understand the implications of the suspension, industry experts believe advertisers will approach Star Sports Network to rework the advertising deals. Many advertisers had to pay close to a 20% premium for ad slots this year and it is expected they would demand for extra airtime, to make up. What the exact implications are, and how different stakeholders work around the suspension, only time will tell. To understand what the industry felt about the league’s suspension, we reached out to experts from the industry, and here is what they had to say: <keyword id="248051" type="PERSON" weightage="20" keywordseo="Ashish-Bhasin">Ashish Bhasin</keyword>, CEO APAC and Chairman India, dentsu supported the decision to postpone the IPL for now. “Given the prevailing pandemic situation, I think it is the right decision to postpone IPL for now. The health and safety of all the players and everyone involved I think is paramount and keeping in mind the situation in the country and the prevailing mood in the nation, in my view it is the right decision. IPL is the single largest property on television in India and something that appeals to a wide target audience, across the geographies. It has unparalleled reach and has always proven to be an excellent vehicle for brands and I think that will continue to be so and that will not change. Given the fact that several parts of the country are going into lockdown, there are emergency measures been taken in different cities and towns to curb the pandemic, the severe shortages and difficulties being experienced, lives being lost to the pandemic, I think it is more appropriate to focus on that then on commercial issues for now. I’m sure the commercial issues will get discussed and resolved in an appropriate manner.” While she said that the suspension will amount to substantial business impact for a lot of the stakeholders, <keyword id="3123098" type="PERSON" weightage="20" keywordseo="Neena-Dasgupta">Neena Dasgupta</keyword>, CEO and Director, Zirca Digital Solutions also stated that she would not be in favor of it resuming at a later date. “There is definitely going to be a substantial business impact on all associated with the annual spectacle. It's not just Star and BCCI that would be losing revenue but other people as well whose revenue is linked to IPL. Media agencies, digital agencies who were riding big on IPL would now have to look for ways to compensate for the lost revenue opportunity. While it is being said that the tournament would resume during better times, no one should place their bets on it. As a business I would not be in favour of the decision, but looking at the current scenario, saving human lives is top most priority. I would like to say to all my fellow colleagues across the industry, “Hang on and stay safe, this too shall pass,” she said. Pointing at how the first-time advertisers would perhaps be the least daunted by the development, <keyword id="1505615" type="PERSON" weightage="20" keywordseo="Ashish-Khazanchi">Ashish Khazanchi</keyword>, Managing Partner, Enormous Brands said, “Suspension of IPL will certainly have near-term adverse impact - both in terms of business objectives of advertisers and even more importantly on the market sentiment. Heavy investments may be held back because there's going to be unpredictability on how the returns on investments may turn out to be. The first-time advertisers however are probably going to be the least daunted going by my extensive work with them. For a few important reasons. One, their businesses are heavily digital-enabled. That part of the world will roughly continue unfazed and may actually gain shares at the expense of the traditional business models. Two, they have a much higher risk appetite than traditional business. The older businesses are usually in a consolidate mode, while all start ups are in an aggressive growth and acquisition mode. They may actually take advantage of lesser media saturation to build share of voice. The cancellation is somewhat likely to cast a little shadow of uncertainty even on the World Cup. But only the next few months will tell us the way for sure." Chetan Asher, Founder &amp; CEO - Tonic Worldwide said, "IPL is a major vehicle for visibility for startups in India and brands associated with the event can become a household name, from a marketing perspective. While the suspension derails the opportunity for them, given the current context that's unavoidable and a step in the right direction. However, they can channelise their investments and energy in trying to make a difference by partnering with NGO’s providing relief during Covid-19." Earlier this year, a report from Duff &amp; Phelps had revealed that the value of the IPL ecosystem witnessed a 3.6% dip in 2020. So how will the suspension this year further impact its value? Varun Gupta, Managing Director and Head Valuation Advisory- APAC, Duff &amp; Phelps, A Kroll Business said, “If the tournament had merely been suspended and restarted within a week or two, it might not have much of a difference to the revenues of the IPL or that of the franchisees. However, it appears that that the tournament is postponed indefinitely, which would have the following impact – Firstly, IPL would suffer significant revenue losses for the current season. There will be loss of sponsorship and broadcasting revenues for BCCI. The league was already coping with loss of revenues from ticket sales and in-stadia F&amp;B, besides the loss of revenue last year due to <keyword id="215177" type="COMPANY" weightage="20" keywordseo="Vivo">VIVO</keyword> pulling out for the 2020 season. Secondly, the teams will also suffer revenue losses on account of reduced revenue from the central pool and loss of team sponsorship revenues. Having said that, one must also acknowledge that while it was ongoing over the last few weeks, the IPL provided 3-4 hours of much needed diversion and relief to the Indian masses who are reeling under a barrage of bad news on the Covid front. IPL’s ability to pull TV audiences continues unabated. Secondly, the value of any enterprise is based on its future cash earning capacity. To our mind, while there will be some revenue loss this year, the future revenue generation ability of the IPL is undiminished.” Sanjay Mehta, Joint CEO of Mirum India said that while the move will have an impact on brands, it also gives them time to rethink their communication strategies. “The suspension of the IPL, then, is going to hurt all those brands. Many (such as CRED, for example) would have invested significant sums in new creatives. Others would have planned campaign schedules and connected the same to product demand forecasts and inventory placement in stores. These plans will all get impacted, as finding alternate spots to run that kind of ad inventory will not be easy. On the other hand, many businesses and their customers are themselves impacted due to the second wave of Covid and might see this as a sigh of relief in a way, as they might save money for ad inventory that is not run. Also, at a time when the mood of a large number of citizens is very low, having "in-your-face" advertising urging you to purchase something as if life was normal, was a little jarring too. Maybe this break gives them time to rethink their creative strategies, for communication in the midst of the Covid challenges,” he said. Ambika Sharma, Founder &amp; MD, Pulp Strategy added, “The battle with Covid-19 which started a year ago has disrupted the operations across the globe. In India, with its huge populace it has become a daunting task to overcome despite safety and Covid-19 protocols. The IPL which is an extremely popular event that everyone looks forward to, should not have been allowed as the charm and excitement of watching and engaging on the ground cannot be matched with watching it at home without your friends and dear ones and right now you see only devastation in either your neighbourhood, family or anywhere. The high stakes of IPL should have been looked into, especially when we see players falling to Covid infections. The infection can have multiple manifestations on the health of the players which can lead to serious lifelong illness. While we stare at huge losses, be it for the Sponsors, Broadcasters and BCCI, the environment is least conducive to host these matches. A mutually agreeable formula by key stakeholders can be adopted transparently to arrive at a decision, especially when the medical experts are warning us about the Covid peak.” Speaking about the impact of the move on brands as well as agencies that have worked on campaigns for their clients, Shradha Agarwal, COO and Strategy Head- Grapes Digital said, "This is definitely going to affect the marketers. There are creative works, campaigns that are yet to be launched as brands were waiting for the IPL to enter its second phase. In May many brands would have come out with ads and campaigns because the IPL advertising inventory is sold through long term contracts that are signed before the tournament begins. This will also impact digital agencies that are ready to launch their campaigns with influencers based on IPL. There are few possibilities, firstly, the IPL is suspended and not dropped hence, advertisers will wait for the league to resume or some clients would cease the campaign and work on Plan B because the budget was allocated for a specific period, and if the quarter changes they will back out. Small advertisers might take the route of moving to regular inventory instead of investing for the remainder of the season in one go." What route the broadcaster takes in the next few days to rejig its advertising deals with brands and sponsors is something we will need to wait and watch.

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