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Mumbai, India created history on Wednesday after its Chandrayaan-3 successfully soft-landed on the Moon's surface at 6.04 p.m. - a feat matched only by erstwhile Soviet Republic, the US and China. As the historic event opened up new possibilities for mankind, the film folks celebrated India's mark on the lunar canvas as they congratulated the scientists and the brains behind Chandrayaan-3 on their success. Bollywood superstar <keyword id="6354714" type="General" weightage="50" keywordseo="ajay-devgn" source="Orion">Ajay Devgn</keyword> wrote on social media, "Proud, amazed, excited, honoured to be living this moment of history. Bharat Mata ki Jai #Chandrayaan". Another Bollywood icon Akshay Kumar wrote, "A billion hearts saying THANK YOU ISRO. You've made us so proud. Lucky to be watching India make history. India is on the moon, we are over the moon. #Chandrayaan3." Star actress Shraddha Kapoor took to Instagram as she shared a clip of the control room of ISRO. She wrote on the video, "Waah, what a moment." <keyword id="2894849" type="General" weightage="50" keywordseo="vijay-deverakonda" source="Orion">Vijay Deverakonda</keyword>, who is awaiting the release of his upcoming film 'Kushi', also wrote on Instagram, "Those smilesss :)That joy &amp; pride across the country.. Kushiiii." Vijay's 'Kushi' co-star <keyword id="689826" type="General" weightage="50" keywordseo="samantha-ruth-prabhu" source="Orion">Samantha Ruth Prabhu</keyword> also took to social media to express her joy as she wrote, "Yet again, we land on the Moon! Jai Hind. Congratulations @isro.in #Chandrayaan3." Bollywood star Hrithik Roshan took to X (formerly Twitter) and wrote, "My heart swells with pride a little more today, as I witness my people soar high and give their very best.Congratulations &amp; all my respect to @isro &amp; the geniuses behind #Chandrayaan3's lunar exploration mission. #IndiaOnTheMoon." Bollywood's action hero Tiger Shroff wrote, "Mission accomplished...history made. Jai Hind Congratulations @isro.in @isroindiaofficial." Actress <keyword id="6202395" type="General" weightage="50" keywordseo="rashmika-mandana" source="Orion">Rashmika Mandana</keyword>, who swayed the nation as Srivalli in 'Pushpa: The Rise', celebrated the moment. She wrote in her <keyword id="6115783" type="General" weightage="80" keywordseo="instagram-story" source="Orion">Instagram Story</keyword>, "A proud moment for all of us as #Chandrayaan3 lands on the moon today... Respect and salute to each and everyone who worked on and supported this mission." Actress Taapsee Pannu wrote in her Instagram Story, "@isro.in and @chandrayan_3 Congratulations @isro.in We did it #Chandrayaan3." --IANS aa/arm

Indian film fraternity celebrates as Chandrayaan-3 creates history

<keyword id="2775210" type="General" weightage="80" keywordseo="vijay-devarakonda" source="Orion">Vijay Devarakonda</keyword> is a self-made star who keeps making news for reasons other than films. The actor has now turned sportpreneur and will be the <keyword id="14095511" type="General" weightage="80" keywordseo="hyderabad-blackhawks" source="Orion">Hyderabad BlackHawks</keyword> volleyball team's new co-owner. The star, who played a UFC Champion in his last film, has always been passionate about sports, especially volleyball, badminton and cricket. Taking to his social media to make the announcement, <keyword id="6303078" type="General" weightage="100" keywordseo="deverakonda" source="Orion">Deverakonda</keyword> said: "I bought part of a sports team: Hyderabad BlackHawks. A deadly fierce team! So happy to be part of this beautiful, pacy, explosive sport -- Volleyball. "We hope to make the Telugu states proud and win the Prime Volleyball League's 2023 season." One of the top contenders of Rupay Prime Volleyball 2023, the Hyderabad BlackHawks squad comprises some of the best Indian players and seasoned international players as well. On the professional front too, Vijay Devarakonda has lots happening, with his upcoming untitled movie 'VD12', romantic comedy '<keyword id="33191" type="General" weightage="50" keywordseo="khushi" source="Orion">Khushi</keyword>' and the military action film 'Jana Gana Mana'. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/entertainment/news/rrrs-naatu-naatu-dances-its-way-to-oscar-nominations-takes-indias-tally-to-3/slidelist/97284795.cms">RRR's Naatu Naatu dances its way to Oscar nominations, takes India's tally to 3</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/entertainment/news/percentage-of-citizens-likely-to-visit-cinemas-increased-by-150-as-per-report/articleshow/97281514.cms">Percentage of citizens likely to visit cinemas increased by 150%: LocalCircles survey</a>

Vijay Deverakonda turns co-owner of Hyderabad Black Hawks volleyball team

<ul><li><keyword id="4632769" type="General" weightage="100" keywordseo="liger" source="Orion">Liger</keyword> has been streaming online on <keyword id="8724816" type="General" weightage="50" keywordseo="disney-plus-hotstar" source="Orion">Disney Plus Hotstar</keyword> since September 22. </li><li>The film is available in four South Indian languages — Telugu, Tamil, Kannada and Malayalam. </li><li>The total box office collection of the movie was ₹20.5 crore, according to <keyword id="6785" type="General" weightage="80" keywordseo="bollywood-hungama" source="Orion">Bollywood Hungama</keyword>.</li></ul>South star <keyword id="2775210" type="General" weightage="50" keywordseo="vijay-devarakonda" source="Orion">Vijay Devarakonda</keyword>’s Bollywood debut movie Liger has been streaming online on OTT platform Disney Plus Hotstar since September 22. The movie also stars <keyword id="3805597" type="General" weightage="20" keywordseo="Ananya-Panday" source="Orion">Ananya Panday</keyword> as the lead actress. <div type="twitter" handle="DisneyPlusHSTel" handlename="Disney+ Hotstar Telugu" image="http://pbs.twimg.com/profile_images/1481861199746957312/mzUhywba_normal.jpg" favoritecount="606" retweetcount="158" status="Witness @TheDeverakonda in all his Mad Glory, as #LIGER! ❤️‍🔥#LigerOnHotstar Streaming Now ▶️… https://t.co/nJHNikpwh2" createdat="1663786107000" id="1572659034691600385"></div> The movie will be available in Telugu, Tamil, Kannada and Malayalam languages on Disney Hotstar. However, the Hindi version will be released at a later date. The movie hit OTTs within three weeks of its theatrical release. Those who have a premium or super plan subscription of the OTT platform, which is ₹1,499 and ₹899 per annum, will be able to watch it online. The movie will also be shown on Star Gold and Star Gold 2 channels on TV but the date is unknown. The sports action film was produced by Karan Johar’s Dharma Productions, Charmme Kaur and Puri Jagannath, who is also the director of the movie. It opened on the silver screen in August and ran in theatres for about three weeks across the country. The total box office collection of the film was just ₹20.5 crore, according to <a href="https://www.bollywoodhungama.com/movie/liger/box-office/">Bollywood Hungama</a>. While the estimated budget of the movie was ₹125 crore. According to several <a href="https://www.indiatoday.in/movies/regional-cinema/story/vijay-deverakonda-to-return-rs-6-crore-from-his-salary-to-producers-after-liger-flops-reports-1996642-2022-09-05">reports</a>, lead actor Devarakonda had returned ₹6 crore from his fee to the producer after the movie performed badly at the box office. Professional American Boxer Mike Tyson also made an extended cameo in the movie, which was the surprise element of the movie, as per media <a href="https://www.zeebiz.com/trending/entertainment/news-liger-ott-release-when-and-where-to-watch-vijay-deverakondas-debut-bollywood-film-200139">reports</a>. The movie also stars veteran actress Ramya Krishnan, who is well-known for her role as the matriarch in the Bahubali franchise.

Vijay Deverakonda’s Liger is streaming online on this Disney Plus Hotstar platform

<ul><li>Thums Up launches a new advertisement with <keyword id="2894849" type="General" weightage="100" keywordseo="vijay-deverakonda" source="Orion">Vijay Deverakonda</keyword> of Arjun Reddy fame.</li><li> The action-packed campaign, conceptualized by Ogilvy, featuring the South superstar builds on Thums Up’s distinctively strong taste and experience.</li></ul>Thums Up, <keyword id="6385848" type="General" weightage="20" keywordseo="coca-cola-india" source="Orion">Coca-Cola India</keyword>’s homegrown brand, teams up with the new face of action, Vijay Deverakonda to present the new campaign for the brand. The action-packed campaign featuring the South superstar, builds on Thums Up’s distinctively strong taste and experience. Thums Up has been saluting the heroes who have overcome tremendous odds to reach where they are today. The brand stays committed with its deep association with the Olympic, Paralympic Games and cricket, and continued partnerships with Indian athletes. This new campaign exemplifies the brand’s core values of displaying unwavering tenacity in the face of adversity while bringing forth uninterrupted entertainment through a delightful display of action. <div type="Youtube" id="piXtNKq1ROg" title="Thums Up తూఫాను" thumbUrl="https://i.ytimg.com/vi/piXtNKq1ROg/mqdefault.jpg"></div> Commenting on the new campaign Sumeli Chatterjee, Head - Integrated Marketing Experiences (IMX), Coca-Cola India said, “Thums Up is uniquely loved for its strong taste and our continued commitment to celebrate courage to strive for our dreams. This #ThumsUpStrong campaign builds on its intrinsic (product) differentiator of strong taste, as it urges the audiences to believe in their inner strength to aim for their #PalatDe moments. The ‘never back down’ attitude of Thums Up is aptly woven into the emotion of Toofan (thunder) and depicted through the upside-down bottle action.” The brand is excited to present to its audience, the new face of action Vijay Deverakonda in a campaign that is fast-paced and adventurous. Having showcased his acting prowess with super successful films like Arjun Reddy &amp; Geetha Govindam, and awaiting the big release of Liger this year, Vijay Deverakonda forays into deep action territory with Thums Up. The campaign proclaims ‘Soft Drink nahin, Toofan’ as it aims to connect with millions of Indians who are truly resilient, rise above all challenges that cross their paths, work hard to overcome all odds, to become heroes in their own fields. Vijay Deverakonda, star of the new <keyword id="12140592" type="General" weightage="20" keywordseo="thums-up-campaign" source="Orion">Thums Up campaign</keyword>, said, “Thums Up holds a special place in my heart. Growing up, it was always my go-to beverage. Hot summers, play through the day, drink Thums Up, Refresh... The fizzy and strong taste of this drink is unparalleled and was the best pairing with Biryani. I am excited to be the new face of Thums Up, a brand that continues to stand for hard work, determination, agility and resilience.” <keyword id="2811220" type="General" weightage="20" keywordseo="sukesh-nayak" source="Orion">Sukesh Nayak</keyword>, Chief Creative Officer, Ogilvy India says, “The big idea to land strong drink for me is the repositioning of the commonly used word ‘soft drink’. An iconic brand like Thums Up which stands for the ‘never give up attitude’ deserved a separate word to be called out as, hence, ‘soft drink nahi, toofan’. Vijay stands for toofan and we are thrilled to have him partner with us to bring this idea to life in full on toofani style.” "If you’re a Thums Up lover, and most of us are, you know it’s anything but ‘soft’. So we’ve pulled it out of the soft drink category and put it in a category of its own: its ‘soft drink nahin, TOOFAAAAAAN’! The distinct strong taste of Thums Up, the toofaan that it creates needed an equally toofani face to it. So whistle podu for the much loved ‘rowdy’ Vijay Deverakonda. A toofan for the toofan!" says, Ritu Sharda, Chief Creative Officer, Ogilvy India (North) The adrenaline-fueled campaign which shows Deverakonda fighting against his captors to emerge victorious, will be brought to life via an integrated campaign across TV, social, digital, OOH and build interactive campaigns with audiences allowing the fans to participate in the storytelling.

Vijay Deverakonda wows audiences with his action-packed stunts in Thums Up’s new campaign

<ul><li><keyword id="319719" type="COMPANY" weightage="20" keywordseo="Myntra">Myntra</keyword> adds three more brand ambassadors to its roster. </li><li>Aims to target consumers across the nation. </li></ul>Myntra has signed up <keyword id="6354563" type="PERSON" weightage="20" keywordseo="Hrithik-Roshan">Hrithik Roshan</keyword>, Vijay Deverakonda and <keyword id="6358404" type="PERSON" weightage="20" keywordseo="dulquer-salmaan">Dulquer Salmaan</keyword> as its newest brand ambassadors, alongside the existing celebrity ambassadors, <keyword id="1788525" type="PERSON" weightage="20" keywordseo="Kiara-Advani">Kiara Advani</keyword>, and Samantha Akkineni, to emphasize its hold on the Indian fashion sphere. Myntra will soon unleash its biggest-ever lineup of star-studded brand commercials. These are aimed at targeting consumers across the nation and giving Myntra the opportunity to engage with the fans of these celebrities. Hrithik Roshan’s popularity and global appeal is sure to influence the fashion choices of his huge fan base. His ‘Greek God’ aspirational persona, the opulent style and fashion choices, his acting and dancing prowess as well as the charisma he exudes are looked up to by millenials and gen-Z, alike and will translate into strengthening Myntra’s positioning further, reaching the audience to drive conversations around the overall men’s wear category. With back-to-back blockbusters to his credit and his association with philanthropic initiatives, Vijay Deverakonda’s popularity knows no bounds. The brand’s partnership with this youth sensation, whose carefree style and unconventional dressing choices, have made him extraordinarily popular. With him on board, Myntra will be able to drive the brand’s fashion conversation amongst his constantly growing fan base. Dulquer’s cinematic stronghold, which includes an array of commercially and critically acclaimed movies, along with his mastery in being effortlessly stylish and cool, has earned him quite a following. This association will only make his huge fanbase look out for their favourite actor’s wardrobe on Myntra, even more now. Dulquer’s charming appeal clubbed with his high fashion quotient will strengthen Myntra’s position as the fashion destination of choice. Speaking on the announcement of the new brand ambassadors and the launch of the brand campaign, Harish Narayanan, CMO, Myntra, said, “We are elated to welcome all the superstars to the Myntra family. These top fashion icons, who are also acclaimed fashion connoisseurs, will be a part of Myntra's biggest star-studded campaign ever. The campaign will strongly reinforce Myntra’s position as ‘India’s Fashion Expert’ with differentiated fashion offerings and unparalleled shopping experience pivoted on technology. This campaign will cut across demographics and build a deeper relationship with our customers across the country.” Last year, Myntra partnered with Kiara Advani as Myntra’s nationwide face and Samantha Akkineni as the face of the Southern market. Kiara is a perfect mix of bold, authentic and experimental - both in the the roles she plays and the way she dresses up. These attributes resonate with Myntra’s brand values, which not only made her the ideal brand ambassador before but is also a reason for continuing with this collaboration. She will continue to play a pivotal role in strengthening Myntra’s women wear segment and building a strong foothold with her fans across the country. Samantha’s OTT debut this year was sensational, earning her an even wider and deeper fan following. Her partnership with Myntra, as the ambassador for South, has not just strengthened over time but has also been able to build a very strong connection with her fans. She has a huge social media following, giving fashion inspiration to many. Myntra has evolved over the years to being the fashion expert for millions across the country, with the largest catalogue of domestic and international brands, along with unique value added services, customized to cater to specific needs of the fashion-conscious consumers. An aspirational brand among young shoppers looking at having a personal style guide that represents their individuality while being stylish, Myntra is a one-stop destination for all their fashion and lifestyle needs.

Myntra signs up Hrithik Roshan, Vijay Deverakonda and Dulquer Salmaan as its newest brand ambassadors

Hyderabad, Apr 27 () South star Vijay Deverakonda is elated to have raised over Rs 40 lakh through fan donations to support families hit hard due to the nationwide lockdown amid the coronavirus pandemic.The "Arjun Reddy" star said the amount is sufficient to help more than 4,000 affected families. Deverakonda, 30, recently announced the launch of a Middle Class Fund, set up by The Deverakonda Foundation, with a donation of Rs 25 lakh from his end to help those who are struggling to get groceries and facing salary cut in the wake of the lockdown. Taking to Twitter, the actor wrote that he was overwhelmed with the number of people who came forward to donate for the fund. "Today what I saw was magical. Mass care mass love, mass generosity. Each one of you, this #MiddleClassFund and its success belongs to you. I promise I will not let you down, we will reach out to each and every one who reaches out to us and we shall all enjoy the happy smiles that shine back at us. "In a day you made my 25 lakhs into 40+ lakhs. Together we have now reset our goal of 2000+ families to 4000+ families," he wrote.Deverakonda said while the team currently includes four people, he hopes to build it into a group of 34 so that they are able to reach more people faster. According to The Deverakonda Foundation website, the fund has been set up with an aim "to provide relief to affected middle-class families during the COVID crisis. The fund will help affected families buy basic groceries and essential food items."While the foundation is currently providing relief in Andhra Pradesh and Telangana, updates on relief in other states will be announced shortly. JUR RDSRDS

Vijay Deverakonda raises Rs 40 lakh through fan donations to help families affected by lockdown

<keyword id="19897073" type="General" weightage="20" keywordseo="Prabhas" source="keywords" meta.keywordsubtype="org" meta.entityname="Prabhas" meta.hostid="261" meta.entityid="Prabhas">Prabhas</keyword>' sci-fi, mythological extravaganza <keyword id="19982502" type="General" weightage="20" keywordseo="Kalki-2898-AD" source="keywords">Kalki 2898 AD</keyword> continues its dominant run at the <keyword id="19895835" type="General" weightage="20" keywordseo="box-office" source="keywords">box office</keyword>. After just a week in theatres, the film has crossed the coveted Rs 700 crore mark worldwide, solidifying its position as the most successful Indian film of 2024 so far. While the film's collections in India have seen a natural drop since its record-breaking opening day, it's holding steady. Notably, the Telugu version continues to perform exceptionally well, contributing Rs 202.8 crore in its first week. This makes Kalki 2898 AD the second-highest grossing Hindi film of the year, surpassing Madhavan and Ajay Devgn's Shaitaan, and is on track to potentially become the biggest Hindi grosser of 2024. Globally, Kalki 2898 AD is etching its name in history. While it might not quite reach the dizzying heights of the 1000 crore club alongside giants like Dangal and Baahubali 2, it's definitely on track to outshine previous blockbusters like Shankar's 2.0 and Prabhas' own Salaar. By the end of its first week, the film is expected to surpass the worldwide earnings of both those movies. Packed with an A-list cast featuring <keyword id="19898963" type="General" weightage="20" keywordseo="Amitabh-Bachchan" source="keywords" meta.keywordsubtype="org" meta.entityname="Amitabh Bachchan" meta.hostid="261" meta.entityid="Amitabh Bachchan">Amitabh Bachchan</keyword>, <keyword id="19927390" type="General" weightage="20" keywordseo="Deepika-Padukone" source="keywords" meta.keywordsubtype="org" meta.entityname="Deepika Padukone" meta.hostid="261" meta.entityid="Deepika Padukone">Deepika Padukone</keyword>, and <keyword id="19929172" type="General" weightage="20" keywordseo="Kamal-Haasan" source="keywords" meta.keywordsubtype="org" meta.entityname="Kamal Haasan" meta.hostid="261" meta.entityid="Kamal Haasan">Kamal Haasan</keyword>, alongside Prabhas, the film offers a compelling blend of action, sci-fi, and star power. Cameos by Dulquer Salmaan, Vijay Deverakonda, Mrunal Thakur and director SS Rajamouli add further intrigue for fans. With its strong performance across languages and its potential to rewrite box office records, Kalki 2898 AD is a clear crowd-pleaser and a major win for Indian cinema.

Prabhas' Kalki 2898 AD enters 700 crore club in first week; eyes spot of biggest Hindi hit of 2024!

<keyword id="210899" type="General" weightage="50" keywordseo="jay-shah" source="Orion">Jay Shah</keyword>, the Honorary Secretary of the Board of Control for Cricket in India (BCCI), said that the organisation has gained a whopping INR 4669.99 crore as total bids for owning teams in the upcoming Women's Premier League (<keyword id="3796649" type="General" weightage="80" keywordseo="wpl" source="Orion">WPL</keyword>), which he added has broken the record for the inaugural Men's IPL in 2008. "Today is a historic day in cricket as the bidding for teams of the inaugural #WPL broke the records of the inaugural Men's IPL in 2008! Congratulations to the winners as we garnered Rs.4669.99 Cr in total bid." "This marks the beginning of a revolution in women's cricket and paves the way for a transformative journey ahead not only for our women cricketers but for the entire sports fraternity." "The #WPL would bring necessary reforms in women's cricket and would ensure an all-encompassing ecosystem that benefits each and every stakeholder. The @BCCI has named the league - Women's Premier League (WPL). Let the journey begin....," wrote <keyword id="1858" type="General" weightage="50" keywordseo="shah" source="Orion">Shah</keyword> in a series of tweets on Wednesday. The BCCI is all set to unveil the five franchise owners, along with the home cities, for the WPL later on January 25. It is learnt that 17 parties, including seven men's IPL franchises -- Mumbai Indians, Delhi Capitals, <keyword id="6354467" type="General" weightage="50" keywordseo="kolkata-knight-riders" source="Orion">Kolkata Knight Riders</keyword>, Punjab Kings, Rajasthan Royals, <keyword id="1494441" type="General" weightage="50" keywordseo="sunrisers-hyderabad" source="Orion">Sunrisers Hyderabad</keyword> and Royal Challengers Bangalore -- are in the fray for owning teams in the five-team WPL. The cities which are shortlisted as home cities for the WPL, as per multiple reports, are Ahmedabad, Kolkata, Chennai, Bengaluru, Delhi, Dharamsala, Guwahati, Indore, Lucknow and Mumbai. The inaugural edition of the WPL could be held in March this year, with the player auction expected to happen early in February. Earlier, on January 16, Viacom18 Media Private Limited won the consolidated bid for media rights (i.e., Global Televisions Rights and Global Digital Rights) of the WPL for the period of 2023-2027. Viacom18 won the rights with a bid of INR 951 crore, which translates to a per-match value of INR 7.09 crore. It is believed that 22 matches could be held for the first three seasons with a possibility of increasing the matches to either 33 or 34 from 2026 onwards. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/sports/news/india-vs-new-zealand-t20-to-begin-from-january-27-squads-match-dates-and-head-to-head-record/slidelist/97301912.cms">India vs New Zealand T20 from January 27 – squads, match dates, and head-to-head record</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/entertainment/news/vijay-deverakonda-turns-co-owner-of-hyderabad-black-hawks-volleyball-team/articleshow/97301643.cms">Vijay Deverakonda turns co-owner of Hyderabad Black Hawks volleyball team</a>

Women's Premier League gets total bids worth ₹4,669 crore across five franchises

<ul><li><keyword id="193261" type="General" weightage="20" keywordseo="lionsgate" source="Orion">Lionsgate</keyword> is a Canadian-American company which launched in India in December 2020. </li><li>The company is working to onboard Bollywood movies alongside release of originals like Feels Like Home and Hiccups and Hookups. </li><li>An average user spends at least 80 minutes on <keyword id="6506686" type="General" weightage="20" keywordseo="Lionsgate-India" source="Orion">Lionsgate India</keyword>. </li><li>Business Insider India speaks to Amit Dhanuka, executive vice president, Lionsgate India exclusively to get an insight into India’s OTT market and the company’s content play.</li></ul>One of the newest players in India’s OTT industry, Lionsgate Play India launched its services in the country in December 2020 and is carving out a space for itself among the Indian audiences. The Canadian-American entertainment company is betting big on India. With 65 plus yearly title launches and a stated aim of gaining 10-15 million Indian subscribers, Lionsgate Play is competing against <keyword id="3194526" type="General" weightage="20" keywordseo="netflix-india" source="Orion">Netflix India</keyword>, <keyword id="3380874" type="General" weightage="20" keywordseo="amazon-prime-india" source="Orion">Amazon Prime India</keyword>, <keyword id="163880" type="General" weightage="20" keywordseo="apple-tv" source="Orion">Apple TV</keyword> Originals and Disney+Hotstar for eyeballs. Lionsgate Play has a repertoire of Hollywood shows and is developing Indian originals such as Hiccups and Hookups and Feels Like Home. India is an important market for <a href="https://www.businessinsider.in/advertising/media/article/india-will-be-among-the-top-five-markets-for-lionsgate-within-the-next-five-years-rohit-jain-lionsgate/articleshow/80769668.cms">Lionsgate</a> and is expected to be one of its top five markets globally by 2025. Business Insider India spoke to Amit Dhanuka, executive vice president, Lionsgate, to get an insight into the India OTT market and the company’s content play. Edited excerpts: <div type="image" title="Amit Dhanuka, executive vice president at Lionsgate" msid="94394984" hostid="261"></div> Which type of content works best for India at Lionsgate Play? We have seen that the trend of content is pretty consistent over a period of time. There are two or three pieces of content that work – one, good stories always find audiences. Second, their genre also plays a role. We did Hiccups and Hookups which is a very urban story but it found great audiences across the country. Jungle Cry was about a bunch of boys who participated in a rugby championship. Typically we have seen that action, thriller genres slightly outperformed the other genres. Their engagement levels are higher. When it comes to gender diversity in shows and movies, what has been Lionsgate's approach in India? We are the torchbearers for gender diversity. Our lineup of shows have female protagonists. Even when we launched our first edition in India, we had female leads in Hiccups and Hookups. We are consistently working around two accounts- gender diversity and inclusion. Lionsgate has also gone and represented African-American, Hispanic and Latin American communities on a global stage. The industry itself is changing as it is moving away from a male-centric view. It is now talent as opposed to gender. How is Lionsgate Play investing in regional cinema and content? We are trying to represent India as a whole but as of now we are slightly more focused on Hindi along with our Hollywood content. As we evolve in southeast Asia, we are going to look at regional Indian content. As of now, that is not a priority. Jungle Cry is a great example of how it does not need to be a local dialect but a local story also works wonders. We are currently releasing 65 plus titles in a year. Globally, our budget is around $2 billion. Which movies are creating the most amount of buzz? Feels Like Home is coming up with its second season. We are premiering Serpent Queen, Jerusalem, Unscripted Graham Norton and we just did Emmys. We want to present the type of content that customers have something to look forward to every Friday. How many minutes does an average user spend using Lionsgate Play? Our completion rate for series and movies is very high. Feels like Home alone had a 50% completion rate, which is significant. If we quantify our series, at least two to five episodes are being consumed. An average time spent per user on Lionsgate India is at least 80 minutes, sometimes going upwards (to) 100 minutes. How has the partnership with prime channels helped Lionsgate in India? We are also one of the largest partners globally when it comes to partnership with prime channels. In India, we have had a fantastic partnership with our launch of prime channels in the past 12 months. The subscribers in India on Lionsgate are paying annual subscriptions directly as opposed to monthly subscriptions. Apart from Hindi, what language shows are Indians interested in? What OTT has done is reduced the language barrier considerably and made the audience slightly language agnostic. Earlier, the only way you could watch a dubbed movie was in a theatre or on television but it did not create any considerable monetary opportunity and OTT has tapped into that market – whether it is Korean content popular in India, or Malayalam, Tamil and Telugu content being watched in Hindi speaking markets. We did a great experiment with a dubbed Arabic movie called The Ambush and because of great content, it performed excellently in India. Can OTTs hold their own space with theatre releases by Bollywood? Brahmāstra was recently released in theatres and even though it will be released on OTT soon, I went to watch it in a theatre. The experience in a theatre is different. That experience cannot be replicated on a small screen. What OTT does is it lets you watch at the time and place of your choosing. Each has a different need they are serving. Lionsgate also looks forward to onboarding upcoming Bollywood movies. Lionsgate Play India releases slated for October 2022 <table style="border-width: initial; border-style: none; table-layout: fixed; width: 468pt;" class="redcator-table-advance"></colgroup><tbody><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">The Serpent Queen </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Departure Season 3 </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">The Ambush </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;"> The Graham Norton Show </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;"> Feels Like Home Season 2 </td></tr></tbody><tbody></tbody><tbody></tbody><tbody></tbody><tbody></tbody><tbody></tbody><tbody></tbody><tbody></tbody></table> SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/finance/news/indias-microfinance-loan-portfolio-stands-at-3-lakh-crore-with-6-crore-unique-borrowers/articleshow/94375376.cms">India’s microfinance loan portfolio stands at ₹3 lakh crore with 6 crore unique borrowers</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/india/news/most-indians-to-spend-more-than-10000-on-shopping-in-the-upcoming-festive-season-says-report/articleshow/94389278.cms">Most Indians to spend more than ₹10,000 on shopping in the upcoming festive season, says report</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/startups/news/doodlage-and-ecokaari-startups-are-converting-waste-into-bags-and-clothes/articleshow/94388327.cms">Fashion forward: These startups are converting waste into bags and clothes</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/entertainment/news/vijay-deverakondas-liger-is-streaming-online-on-this-ott-platform/articleshow/94391285.cms">Vijay Deverakonda’s Liger is streaming online on this OTT platform</a>

Lionsgate Play says OTT has reduced the language barrier and made the audience language agnostic

<ul><li>The <keyword id="36208" type="General" weightage="20" keywordseo="festive-season" source="Orion">festive season</keyword> has always been important to brands, especially to e-commerce players who line up big bumper discounts, look for more retail brands to partner and ramp up their product offerings.</li><li>This festive season, e-commerce platforms are focusing on bringing more personalisation and curation to customers shopping online through greater tech and marketing integration.</li><li>More and more e-commerce platforms are also exploring social commerce, turning their apps into super apps by bringing content, products and trends under one roof for consumers to watch and shop at once.</li><li>With increasing internet penetration, e-commerce players are expecting new growth from Tier II, III and beyond this festive, which will cumulatively contribute to $150 billion of e-commerce as per RedSeer Consulting’s report.</li><li>We speak to India’s leading e-commerce players to find out more about their festive plans and revival expectations.</li></ul>The year 2020 accelerated e-commerce industry, perhaps by a decade, revolutionising the way brands operate, run, and grow their businesses, as well as how consumers choose to shop and pay. In the initial months of the lockdown, businesses witnessed a clear shift in consumer behaviour. Historically offline shoppers also came online due to convenience and safety. Consumers are still hesitant to return to in-store shopping completely and audiences from Tier II and Tier III are also preferring to shop online. The pandemic has evidently caused an inflection point for e-commerce in the country. With the second-largest internet user base, India has emerged as one of the most prominent markets globally. Around 480 million people in India have access to the internet out of which 90 million are online shoppers, according to estimates from management consultancy RedSeer. Shoppers from India’s small towns and cities will cumulatively contribute to $150 billion of e-commerce GMV in the coming decade, until 2030, revealed RedSeer. <div type="image" title="redseer - ecomm report" msid="85901903" hostid="261"></div> After spending a glum year and a half, consumers are excited to celebrate the festive season with upcoming shopping sales for Diwali, Dussehra and Christmas. IPL and ICC T-20 World Cup will further improve consumer sentiment this year. According to a survey conducted by The Trade Desk and YouGov, 82% of consumers shopped online at least once a month in the past six months, and nearly one in four made online purchases several times a week or more often. Titled ‘<a href="https://pages.thetradedesk.com/rs/527-INM-364/images/TheFestiveSeasonPulse2021.pdf">The Festive Season Pulse 2021</a>,’ it further said that 91% of Indian consumers are planning a purchase during the upcoming festive season and six in 10 are interested in learning about new brands during festive season sales. To leverage this uptick in consumer sentiment, the e-commerce category is all set to begin its festive marketing blitz and is preparing to line up big discounts for the season in a few weeks. For this 30-day period leading up to the festive season, leading fashion e-commerce platform <keyword id="319719" type="General" weightage="20" keywordseo="myntra" source="Orion">Myntra</keyword> has planned ‘Big Fashion Festival,’ which will be followed up with Myntra Diwali Sale, with a focus on ethnic wear. It will also be focusing on emerging categories like Beauty and Personal care, kidswear and categories such as innerwear and essentials which have experienced tailwinds post-Covid. Myntra’s Chief Business Officer, Ayyappan Rajagopal said, “We are expecting this festive season to be bigger than last year with more customers using online channels to make their purchases. Demand usually peaks in the 30 days leading to Diwali and we expect this year to be no different. In fact, the demand in the 2 months leading to the festive season is expected to be far more than last time (because people have learnt with time to adapt to a pandemic world). We expect high demand from across geographies and markets - metros, Tier 1, Tier 2, T3 cities and beyond. To cater to that, we have built the right ethnic wear, beauty, and home selection, and have partnered with brands on best deals. Hence, to leverage this demand and provide best value to our customers, we are organizing Big Fashion Festival and Myntra Diwali Sale to make this season a resounding success.” Right on the heels of the festive season, Myntra ramped up its marketing game by onboarding Hrithik Roshan, Vijay Deverakonda and Dulquer Salmaan as its newest brand ambassadors, alongside the existing celebrity ambassadors Kiara Advani, and Samantha Akkineni. Now, it is hoping to double its customer base and cater to Gen-Z shoppers with its high-decibel marketing. “With the optimism coming from recovery from Covid and revival in shopping sentiments along with the habitualisation of digital foray across all customer segments, we see a lot of new customers shopping during this festive season. We have also seen trends in Metro/T1 markets where Myntra has been traditionally strong, pointing towards such a revival. With a positive overall sentiment, we will be looking at doubling our customer base during this period. There will also be an added focus towards expanding our footprint in southern markets, deeper penetration into Tier 2 / 3 towns and exploring customer addition through emerging categories like Kids wear, Inner wear, fashion accessories, Beauty and persona care, etc. The greatest focus will be on Gen-Z cohort of shoppers,” shared Rajagopal. E-commerce platforms are also focusing on bringing more personalisation and curation to customers shopping online through greater tech and marketing integration. More and more e-retailers are exploring social commerce, turning their apps into super apps by bringing content, products and trends under one roof for consumers to watch and shop at once. D2C fashion platform Bewakoof.com that recently raised Rs 60 crore in an investment round led by InvestCorp, IvyCap and Spring Marketing Capital, is expecting to Rs 120 crore in brand sales this quarter. It recently rolled out celebrity-led digital campaigns with Rajkummar Rao, Sanya Malhotra and Farhan Akhtar. It plans to further build its market presence by signing more A-list celebrities to its roster and launch a 360-degree campaign by October. On the technology side, the company intends to launch a gamification-led loyalty program as it upgrades its Bewakoof Tribe with new and exclusive launches for the club members. Sharing the platform’s festive plans further, Prabhkiran Singh, Founder CEO, Bewakoof.com said, “Post pandemic, we saw a strong recovery and growth in certain categories like casual wear and leisurewear because of customers staying at home and with the pandemic slowing down, we expect a strong recovery in categories like ethnic wear, bags, accessories, etc in the festive season ahead. We’re also looking to capitalise on winter wear more this year than usual with winter around the corner and have put in investments accordingly. We expect our brand sales to be Rs 120 crore for the festive quarter.” For Bewakoof, the northern and western markets see the highest demand, followed by West Bengal and Assam because of Durga Puja. Currently, over 6 million customers visit Bewakoof.com every month. Singh told us that the festive season serves as a crucial window in the year for new customer acquisition and bringing back customers that haven’t shopped again for a while. The platform is also planning on increasing its marketing spends this festive. “For this year, 15% of our total marketing budget will be spent for the upcoming festive season.” We’re in the process of rebranding Bewakoof in the next 1-2 months and we’ll have a new look, logo, tagline along with a new set of celebrities that will endorse Bewakoof so we’re excited to roll this out and create buzz around it along with backing it up with top-funnel marketing investments. We plan to go heavy on top-funnel marketing investments starting October,” said Singh. E-retail platform OLX has upped its UI to woo its customers, digitising the entire process of online retailing, including verification of all its premium items. OLX Autos launched a verified inventory of cars with a new interface, which provides a detailed history of the car right from the ownership period all the way up to the service history of the car, and access to a host of financing options and after-sales products like insurance and warranty. As a result, OLX has witnessed a surge in demand for pre-owned cars. Sapna Arora, CMO, OLX India said, “Green shoots are already visible in the used car retail segment. The demand for pre-owned cars has been 25% higher than the pre-Covid levels while there has been an 82% plus growth in demand for pre-owned smartphones. Our goods category has also witnessed a strong rebound, as demand and supply have gone up by an average of 68% and 25%, respectively, compared to pre-Covid levels. The upcoming festival season is important for us as we expect the gap to be narrowing down between pre and post-Covid levels. There has been a strong uptake of e-commerce across regions, especially in Tier 2 and Tier 3 cities, with consumers there making the greatest shift to online shopping. We will continue to focus on the pre-owned auto segment and are expecting to surpass the demand this festive season.” At an industry level, Arora told us that e-commerce players are leveraging on hyper-personalisation to create individualised experiences on the platform and AI-powered chatbots are being implemented by the online retailers to bring customers close to an offline retail experience with a high engagement rate. Sharing OLX’s plan, Arora added, “This festive season we plan to use innovative solutions via relevant messaging at different levels of the retail journey. Our consumer base is growing organically. During this year’s lockdown, a lot of people moved online and we saw growth, about 30% more daily active users (DAUs) from our previous pre-Covid peak. In the festive season, our huge inventories across segments will contribute to increasing the DAU’s on the platform.” As per Nielsen India’s E-commerce Consumer Panel (E-Analytics Solution), there was a double-digit increase in average spend of online shoppers for electronics and accessories (39%), mobile and accessories (12%), and fashion, including apparel, footwear, and accessories (10%) after the pandemic. Appliances (e.g.TV, WM, refrigerators, etc.) also saw notable shopper spending increase at 9%. E-commerce giant Amazon is also ramping up its product range for the festive season. “Together with thousands of small &amp; medium business and brand partners, we continue to offer our customers the widest selection, convenience, and fast delivery. We are humbled by how millions of Indian customers have made us a part of their daily lives. Also, customers continue to believe that online shopping is the safest way to shop which has been reflecting in all the recent events of Amazon like Prime Day 2021, Great Freedom Festival, Rakhi Store, Onam store and so on. This festive season is not a normal one for reasons we all know and our success metric would be focused on how we can make our sellers successful. Customers can look forward to shopping from a wide selection of products across categories like Home &amp; Kitchen, Fashion &amp; Beauty, Appliances and Smartphones, Grocery essentials and more from the comfort and safety of their homes," said an Amazon India spokesperson. This growth trajectory of e-commerce platforms in India testifies how customers are increasingly recognising the importance of comfort shopping within closed doors, and after seeing their businesses take a plunge in the first three months of the lockdown, more and more sellers are also coming online.

This festive season, e-commerce platforms are betting big on Tier II and III markets, which are likely to contribute $150 million to e-commerce growth this year

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