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<ul><li>Zomato has launched a new campaign with actors Katrina Kaif and Hrithik Roshan.</li><li>This is Zomato’s first-ever celebrity-led campaign.</li><li>The campaign aims to convey that all consumers hold an equally special place in Zomato’s heart.</li></ul>From becoming India’s first foodtech start-up to sign up for Initial Public Offering (IPO) to a content partnership with global star Jason Derulo and Singer-Producer Tesher for Jalebi Baby, Zomato has constantly been in the news cycle in these past few months. The global food delivery platform is now taking its marketing game up a notch by launching its first-ever campaign with celebrities, Katrina Kaif and Hrithik Roshan. <div type="Youtube" id="PpNdfDM4xhc" title="Har Customer Hai Star! Ft. Katrina Kaif" thumbUrl="https://i.ytimg.com/vi/PpNdfDM4xhc/mqdefault.jpg"></div> In first advertisement, Zomato’s delivery personnel, Partho, rings the doorbell with two boxes of food and is surprised to see Katrina Kaif as his customer. It is her birthday and he is the only one on time. She kindly requests Partho to share a piece of cake with her. He waits for a second and receives a notification on his mobile phone. Kaif comes back with her cake and realises that she is late. Zomato’s star personnel Partho has already left for his next task. The voiceover goes, “Katrina Kaif ho ya aap, apne liye har customer hai star.” The advertisement campaign aims to convey that all consumers hold an equally special place in Zomato’s heart. The actor also took to Instagram to request Zomato to 'send Partho on her next order, so that she can keep her cake handy.' The campaign has already crossed 1.6 million views on Instagram. According to ClanConnect, Katrina Kaif is the 9th most followed celebrity in India on Instagram with an engagement rate of 4.09% and 52.7 million followers, after Prime Minister Narendra Modi and Actor Akshay Kumar. She is the fifth largest female influencer in India. Zomato also launched another advertisement with Hrithik Roshan under the same campaign 'Har customer hai star.' A star-struck Zomato delivery personnel prioritises his work over taking a selfie with his favorite, Krrish. <div type="twitter" handle="iHrithik" handlename="Hrithik Roshan" image="http://pbs.twimg.com/profile_images/1166471091663122433/5ULjGFJS_normal.jpg" favoritecount="5144" retweetcount="456" status="Ordered samosa on @zomato and… koi mil gaya 😄😄#Ad https://t.co/NnLny7W7gM" createdat="1629959931000" id="1430781771323379714"></div> Whether it is Zomato’s social media banters, topical email marketing or moment marketing, Zomato has always been a step ahead in mixing itself into pop culture. With its partnership with Tesher who became a TikTok Chartbuster in 2020 and now with Katrina Kaif and Hrithik Roshan, the recently-listed Zomato is cleverly working on expanding its presence and upping its marketing game.

After content partnership with Jason Derulo and Tesher, Zomato now features Katrina Kaif and Hrithik Roshan in its first celeb-led campaign

<ul><li>After Zomato’s Hrithik Roshan and Katrina Kaif ads drew mixed reactions on social media, it has now released a statement clarifying that the campaign was conceptualised 6 months ago.</li><li>The ads were called tone-deaf and Twitterati said that Zomato hired celebrities to divert the conversation around gig workers payouts and working conditions.</li><li>Zomato also said that it will soon upload a blog explaining how its delivery partners are fairly compensated for the work/time they put in.</li></ul>Zomato’s first-ever celebrity-led campaign has drawn mixed reactions on social media. Some declared that the campaign is creative, relatable and while a number of others said that it was released to simply control the damage caused by the controversial <keyword id="1725853" type="General" weightage="20" keywordseo="danish-sait" source="Orion">Danish Sait</keyword> video. Sait’s video drew flak from netizens for not depicting the realities of the profession, where he took on the roles of a Zomato delivery boy for a day in a bid to humanise the delivery personnel. <div type="Youtube" id="7zZmaO7s7oI" title="Zomato Delivery Partner for a day! Feat. Danish Sait 😍" thumbUrl="https://i.ytimg.com/vi/7zZmaO7s7oI/mqdefault.jpg"></div> However, Zomato has now released a statement on Twitter clarifying that the campaign featuring Katrina Kaif and Hrithik Roshan was conceptualised six months ago, ‘long before any social media chatter around gig worker payouts and working conditions.’ <div type="twitter" handle="zomato" handlename="zomato" image="http://pbs.twimg.com/profile_images/1100268333352525826/IkyIXuZ4_normal.png" favoritecount="450" retweetcount="50" status="The other side of the story... https://t.co/hNRj6TpK1X" createdat="1630325343000" id="1432314417954185220"></div> Conceptualised by <keyword id="137221" type="General" weightage="20" keywordseo="mccann-worldgroup-india" source="Orion">McCann Worldgroup India</keyword>, ‘Har Customer Hai Star’ Campaign aims to convey that all consumers hold an equally special place in Zomato’s heart. <div type="Youtube" id="PpNdfDM4xhc" title="Har Customer Hai Star! Ft. Katrina Kaif" thumbUrl="https://i.ytimg.com/vi/PpNdfDM4xhc/mqdefault.jpg"></div> <div type="Youtube" id="dXirvvVXXWA" title="Har Customer Hai Star! Ft. Hrithik Roshan" thumbUrl="https://i.ytimg.com/vi/dXirvvVXXWA/mqdefault.jpg"></div> The campaign, however, was called ‘tone-deaf’ and some netizens said that Zomato hired celebrities to divert the conversation around gig worker payouts and working conditions. <div type="twitter" handle="Sankul333" handlename="Sankul Sonawane" image="http://pbs.twimg.com/profile_images/1383428089355522054/Vu_UwRkU_normal.jpg" favoritecount="1320" retweetcount="218" status="Instead of paying celebrities big money for ads to whitewash their horrible treatment of delivery staff, Zomato can… https://t.co/DLJl3l5bH2" createdat="1630050634000" id="1431162207811760130"></div> <div type="twitter" handle="PoojaPrasanna4" handlename="Pooja Prasanna" image="http://pbs.twimg.com/profile_images/1346493523541991424/p_wv_ASJ_normal.jpg" favoritecount="14674" retweetcount="2929" status="I don't want my groceries delivered in 10 or 20 minutes. I would rather that the delivery person takes his time to… https://t.co/8iMDt22DiK" createdat="1630099304000" id="1431366344197349382"></div> <div type="twitter" handle="peeleraja" handlename="peeleraja" image="http://pbs.twimg.com/profile_images/1429447980587753472/rrCBxmjY_normal.jpg" favoritecount="548" retweetcount="63" status="This ad is such a self own. Zomato essentially boasting of how their drivers are under pressure to deliver, rain or… https://t.co/mrXEbC3n2o" createdat="1630048563000" id="1431153522490310658"></div> According to Zomato’s statement, here is what the foodtech platform intended to achieve through its campaign: <ul><li>Make delivery partners the hero of the ad</li><li>Highlight that we should talk respectfully to delivery partners (like Hrithik and Katrina do in the ad, and very few other people do)</li><li>Raise the level of dignity associated with a delivery’s partner’s job</li><li>Demonstrate with pride which most of our delivery partners serve our customers with</li><li>Last but not least, reiterate that every customer is a star for us and no less than Hrithik or Katrina</li></ul>Zomato’s statement further addresses various concerns pointed out by Twitter users and mentions that its Net Promoter Score (NPS) has been increased from -10% to 28%. It also said that it will soon upload a blog explaining how its delivery partners are fairly compensated for the work/time they put in.

TV ads featuring Hrithik and Katrina were conceptualised 6 months ago: Clarifies Zomato after its campaign draws mixed reactions on social media

<ul><li><keyword id="2568448" type="COMPANY" weightage="20" keywordseo="DSM-India">DSM India</keyword> has launched its second <keyword id="9950872" type="COMPANY" weightage="20" keywordseo="project-streedhan">Project Streedhan</keyword> campaign, underlining the need to build immunity in women through proper nutrition. </li><li>However, it lacks representation as it features women of one body size, type, shape and age. </li><li>It aims to empower women to embrace, prioritise and take care of themselves by filling up their vault of health with proper nourishing food. </li><li>However, does it fall into the same trap it is trying to escape? We speak to experts to find out. </li></ul>Advertising in India has come a long way when it comes to representation of women. From a time when women were only portrayed as home-makers taking care of everybody, today ads talk about a larger role that they play in the world. However, we realised something. Very few ads show women eating, which as an activity is such a normal, everyday thing. But we've rarely seen women do that in ads. It is usually they who cook, feed others or wait until after dinner to feed themselves from what is left. Women are shown as caretakers, nourishers or givers, very rarely do they prioritize themselves in real life or pop culture. Dutch State Mines’ CSR initiative Project Streedhan has exhorted women to give their nutrition and themselves equal importance by investing in iron-rich food. The first phase of advertisement released in 2019 aimed at raising awareness about iron deficiency in women's bodies that causes. It portrayed uninhibited women consuming food -- with no filters or worrying about ‘what will people think.’ It encouraged women to celebrate their femininity and eat like nobody's watching, becoming the revolutionary campaign women needed that urged them not to neglect their health behind their husband, kids or desk. The project by DSM India also reminded people that women need to be healthy to be financially independent, it changed the definition of what Streedhan meant. This time, the Streedhan campaign seeks to drive home a similar message -- that our health is our real wealth at all times, and that we need to nurture our immunity by feeding it, building it, and protecting it. The ad tells them to be their own bodyguard by filling up the vault of their health. Three out of four women in India are deficient in vitamins and being deficient in vitamins is known to lower immunity, and therefore lower resistance to infections. <div type="Youtube" id="a-v6I_HAl6g" title="Project Streedhan | #InvestInYourImmunity" thumbUrl="https://i.ytimg.com/vi/a-v6I_HAl6g/mqdefault.jpg"></div> Titled ‘<keyword id="9927435" type="PERSON" weightage="20" keywordseo="sehat-ki-tijori">Sehat Ki Tijori</keyword>,’ the advertisement has been crafted by <keyword id="2804902" type="COMPANY" weightage="20" keywordseo="FCB-Ulka-Advertising">FCB Ulka Advertising</keyword> to emphasise the importance of stocking nutritious food. The advertisement is aesthetically pleasing and the catchy song stays with you. Every frame seems like painting. However, for an advertisement that aims to raise awareness about anemic women or celebrate women at leisure and empower them, it first comes across as an ad for a clothing, beauty or juice brand. It features women of one kind, with one body type, shape and age, which are otherwise seen as ‘ideal’ bodies of ‘desirable’ age. It aims to be rustic but ends up painting a picture that is flawlessly beautiful. It lacks representation of different kinds of women. While the message is about women empowerment and finding the right nourishment, it uses beauty standards to send it across. Women seem to eat in an erotic way perched up on a branch but it is sexualised, appears pleasurable and not about feeding or taking care of themselves. Since its aim is to celebrate femininity, women’s health and reach out to women in every nook of our country, be it urban or rural, will women resonate with it? Or does it feel like an advertisement made from the male gaze? Does it fall into the trap it is trying to escape from? We reached out to a few experts from our industry to see what they feel. “I am appalled by the sexual overtones. I have no idea what this communication piece is trying to say and to whom,” said Ashwini Deshpande, Co-founder and Director, Elephant Design. Disha Daswani, Creative Director, Schbang, said, "They have achieved cinematic brilliance and even composed a song that one can’t get out of their heads, I mean who wouldn’t want to hear Sona Mohapatra’s voice on repeat? The concept of showing real women, with real problems is completely lost. Yes, we all wished we looked as gorgeous as that, wrapped in a silk saree and glowing amidst vast fields, sucking on a fruit. But sadly no. People with low immunity and anemia (speaking from experience) wake up pale, have noticeable dark circles that prompt questions like ‘hey you look tired today.’ Also, what’s up with casting only slim women who fit the wardrobe well and the excessive lip biting? The concept of Anaemia and low immunity has been romanticized, and not nearly as accurate of how women with this sickness look/feel. You could call it creative liberty or just sheer ignorance?" Alpa Dedhia, Business Director, VMLY&amp;R INDIA felt that the visuals divert attention away from the core message. She said, “Titillating tone of the ad loses the message of women's health for me. There is more to women than just being objectified. The issue about lack of vitamins is an important one and nowhere in the ad is there any serious attempt to address it. A woman is the one who cares for everyone and in the process of doing so; she neglects herself… This is a sacrifice that needs to be addressed and not just girls swinging and dancing around trees.” Pallavi Chakravarti, Executive Creative Director, <keyword id="212000" type="PERSON" weightage="20" keywordseo="Taproot">Taproot</keyword> Dentsu, found the ad ineffective. She said, "The depiction of women was unnecessarily sensual for a subject like immunity building – the execution didn’t connect to the problem at hand at all – at least for me. I mean, when I watched it, the last thing on my mind was whether I might have vitamin deficiencies and what I should do to bolster my immunity." Upasana Naithani- Business Head, Digital, Infectious Advertising also said that the video has sexualised women because it ignores the cause it is made for. She explained, "Especially for the cause it represents, promoting, health and well-being should have been prioritized over the sexual overtone, the video has sexualised women for sure. The fact that immunity is a need for underprivileged, and malnourished is completely overlooked. We also see a certain kind of women being chosen for the ad which is disappointing as this was a great platform to be inclusive of different kinds of women who struggle with immunity." FCB Ulka’s idea behind this advertisement was to celebrate women’s lust for life. Explaining the thought process behind selecting professional models and following beauty standards, FCB Ulka Advertising’s spokesperson said, “There are many narratives that have restricted the idea of womanhood and women’s empowerment – so it is but natural that we may see things at times from different perspectives. With project Streedhan, we wanted to break a fundamental narrative that has restricted women’s empowerment. The idea that women are the nourisher, and therefore de-prioritise their own nourishment. They are expected to eat least and last. Prioritizing their own health and enjoyment is seen as selfish and taboo. With project Streedhan, we celebrate a woman’s lust for life. It is not about sexualizing them as objects of desire, but acknowledging them as whole beings, sexual, woman and above all human. The project gives women ‘permission’ without preaching to them, to enjoy unabashedly their food, to unleash their lust for life. This struck a deep chord with women everywhere as the virality of the first project showed.” “Having different body sizes would indeed be inclusive – however as we were creating a new narrative where women are free to enjoy their food without guilt, we didn’t want body sizes to hijack the messages with more misogynistic “greedy/ selfish’’ narrative. In the future, we will explore how we can drive inclusivity while keeping the narrative intact," said the agency spokesperson. Karthik Srinivasan, Brand Communications and Social Media Expert, had reviewed Streedhan’s first advertisement and appreciated it for its timing, technique, aesthetics and narrative device. However, he posed a few questions that advertisement did not answer the last time and hasn’t this time as well. He wrote, “The film showcases glamorous looking women eating a lot of colourful food and fruits, including corn, watermelon, pomegranate and so on. The text—and the song—exhorts women to eat more iron. Is the implication that they should eat more of what is being shown in the film (those foods that contain iron, presumably)? Wouldn’t it be more useful to showcase a list of kinds of food women should consume instead of just making it seem like the way Katrina Kaif consumes mangoes in the Slice ad? But it doesn’t seem to be doing justice to the problem (and its gravity) it is trying to address.”

Project Streedhan's latest ad wants to prove an important point, but has its over-beautified, sensual storytelling made it lose the plot?

<keyword id="143" type="CITY" weightage="20" keywordseo="Bollywood">Bollywood</keyword> actor <keyword id="2201" type="PERSON" weightage="20" keywordseo="Kangana-Ranaut">Kangana Ranaut</keyword> is in vogue these days; all thanks to her brilliant performance in the latest <keyword id="2600630" type="UNKNOWN" weightage="20" keywordseo="Tanu-Weds-Manu-Returns">Tanu Weds Manu Returns</keyword>. As viewers are making a beeline at the ticket counters to get the coveted ticket to watch the movie, its Box Office Collections have already surpassed Rs 100 crore (till the time of filing this report). 
 
The film has turned Ranaut into a superstar, but mind you, this stardom has not come overnight; she has a decade long career behind her with nearly 30 films and several awards including the National Film Award. 
 
Ranaut seems to have somewhat altered her strategy. She is choosing scripts where female protagonists lead such as Queen, <keyword id="1132893" type="UNKNOWN" weightage="20" keywordseo="Revolver-Rani">Revolver Rani</keyword> and Tanu Weds Manu Returns. Her brand equity has gone up as audiences see her capable of delivering a good solo performance and are ready to bet their weekend theatre budget on her. 
 
This is what exactly a brand needs from a celebrity endorser; capable of creating conversations and be a talk of the town. And Ranaut seems to have all this and more. 
 
Known for her psychotic roles (Fashion, Gangster, Raaz, Who Lamhe, Metro), Ranaut has had her share of success and failures. While Queen, <keyword id="3893" type="ENTERTAINMENT" weightage="20" keywordseo="Krrish">Krrish</keyword> 3, Tanu weds Manu, Once Upon A Time in Mumbai, Shootout At Wadala got a good response, others like Revolver Rani, I Love NY, Rascals and Double Dhamaal did not do well at the Box Office. 
 
Brands have mostly kept away from her barring a few such as Tanishq (in past), Levi's (in past), Emami (Boroplus), Lawman PG3, Himachal Pradesh Tourism, Myntra, Liva, Askme and others because of her inconsistent career graph. 
 
Well, it's a hard fact that she is no Deepika Padukone or <keyword id="6354850" type="PERSON" weightage="20" keywordseo="Katrina-Kaif">Katrina Kaif</keyword>, who are known and proven Brand Champions. However, after the recent success of Tanu weds Manu Returns, she has got into that league where brands will make a beeline for her? Will they bet large on this Himachal Pradesh girl? Let's see what experts have to say. 
 
Emerging or Non-Emerging 
Geetanjali Bhattacharji, CEO, Marketing Services Audit, Spatial Access, finds Ranaut as a winner but has apprehensions about her brand associations as her personality depicted via films has been that of a non-conformist. 
 
"She has clearly emerged as a winner to shoulder ROI of a film both with Tanu weds Manu returns and her past release being Queen. But it will take an intelligent marketer with spine and a highly creative agency partner to generate propositions with a celebrity like Kangana. Huge opportunities aree there but vey few organizations will put the brand proposition in an interesting context with this celebrity." 
 
However, Shailesh Kapoor, CEO, Ormax Media believes that Tanu Weds Manu Returns is bound to make advertisers and filmmakers look at Ranaut very differently. "Till before Queen, she did not have much notice-ability. Because of Queen, she got noticed for the first time as a serious contender to be a top heroine. But Tanu Weds Manu Returns is going to be a pan-India hit, including the mass centers. This will give Kangana the reach that she did not have earlier," he adds. 
 
Even Darshan M, Director, Spoment Ventures thinks that her value will keep on increasing because she is taking up lead roles, delivering in them and people are liking her. "People are getting opinionated about her and that too in a good sense." 
 
<keyword id="233839" type="PERSON" weightage="20" keywordseo="Sanjay-Shukla">Sanjay Shukla</keyword>, CEO, Percept One begs to differ; he says that she is a great actress, but not a brand endorser. "Previously she was doing very serious roles in movies like Gangster, Woh Lamhe, Raaz 2 and now she is taking up roles where she is like a free soul. She has played a twin personality, even though this is good adds to versatility but I am not how brands will look at it. People are definitely liking her, but she is yet to become a commercial star." 
 
Mass Appeal? 
Undoubtedly, Deepika Padukone and Katrina Kaif are brand champions in India. Both these actors are at the peak of their career, and they both command brands in their kitty and audiences at the theatre. Ranaut, on the other hand, is not yet there, but not that far off either. 
 
Bhattacharji points that brand endorsement is not her space and she clearly doesn't aspire to be there. "She addresses a niche. And intelligent investors (whether brand or producers) will optimize that niche instead of going mass." While Kapoor adds that this will depend on her releases in 2015-17. "Mass popularity takes time to build. Just one or two films cannot do that." 
 
However, Darshan M has a different point of view on this. He believes that Ranaut is natural and convincing, while with the other two there is a plastic and unreal attached to which the audience cannot relate. "Be it from a small or big town, a woman can relate to Ranuat but not Katrina because the latter is the perfect example of the Bollywood actresses who look good on screen but most of it is unreal. She has not become that eye candy or the arm candy, but is looking to lead from the front, which is liked by the people," adds Darshan. 
 
Cross Category Fit? 
It is true that Kangana Ranaut has had a very small list of brand endorsements, but experts believe that brands will be closely monitoring the success of Tanu weds Manu Returns and will be definitely considering her. 
 
While Kapoor believes that brands that want to communicate innovation, talent, women power and inner beauty will go for her, Bhattacharji points at radical fashion brands, unconventional jewellery designers, contraceptives, online players (challenger brands) will find her to be a better fit. 
 
Darshan M believes that Ranaut should not choose regular hair creams, but the ones which are quirky, unexpected, serious and reliable. 
 
Going Forward 
Now Ranaut is no Khan or Bachchan. And hence she will have to keep up to it. Audiences forgive a flop here and there, but they do not like consistency in this domain. Revolver Rani tanked massively at Box Office but Tanu weds Manu did not suffer from it. 
 
"In today's film scenario besides the Khans no actor can risk to be in that situation. She has proven herself time and again as a "Female Hero". The audience expectation will only soar high if not same for her upcoming movies. I think after <keyword id="3844" type="PERSON" weightage="20" keywordseo="Vidya-Balan">Vidya Balan</keyword> she is the only actress who has successfully delivered a film purely on her solo performance," Bhattacharji says. 
 
Today Ranaut is all over the social media, brand promotions and Page 3 and we hope to see her more on the screen, be it through her films or the brand ads that she would endorse.

Is Kangana Ranaut The New ‘Queen’ Of Brand Endorsement In India?

Due to the markets being constantly bombarded with new brands day in and out, making an informed choice regarding what to buy has become more strenuous than deciding what shoes would go with a particular outfit. 
 
In this rather overbearing cycle, what makes one brand score over the other is not fancy packaging, difficult-to-pronounce names or its offers, but instead, sealing the deal is ‘effective <a href="http://www.businessinsider.in/Heres-Why-Native-Advertising-Will-Rescue-The-Mobile-Advertising-Industry/articleshow/24710678.cms">advertising</a>.’ 
 
The same run-of-the mill TV advert with big names or half-hearted proclamations in newspapers don’t cut it any longer and the fact that almost all <a href="http://www.businessinsider.in/Series-Decoding-Branding-Vis-Vis-AdvertisingPart-1/articleshow/46173506.cms">brands</a> are yet to come in terms with this revelation is saddening. 
 
As a result, we are left with clichéd ads preaching how spraying a particular brand of deodorant can make you a hero from a zero replete with being rewarded with an army of girls or a mango drink spurring a ‘Can you look as attractive as Katrina Kaif while drinking this?’ debate. 
 
As, Kennith Rosario, a 21-year old consumer, puts it, for any brand to convert an audience into a loyal set of consumers, it needs to communicate well. “Any brand that can successfully get its consumer to interact with it invariably has a much long-lasting relationship with the consumer. One-way communication is as good as no communication.” 
 
And, that precisely explains what <a href="http://www.businessinsider.in/AD-OF-THE-DAY-This-Durex-Commercial-Will-Remind-You-To-Never-Reproduce/articleshow/21668868.cms">Durex</a>, the popular condom brand has being doing since times immemorial. Breaking the traditional definition of ‘<keyword id="35666" type="COMPANY" weightage="80" keywordseo="advertising">advertising</keyword>’, <keyword id="270570" type="COMPANY" weightage="80" keywordseo="Durex">Durex</keyword> is known to go all out to make a point, subtly but sarcastically. 
 
Recently, on the occasion of <a href="http://www.businessinsider.in/Singapore-Airlines-Really-Does-Have-The-Best-Economy-Seats-In-The-World/articleshow/21278374.cms">Singapore’s</a> SG50 celebrations which marked the country’s 50th year of Independence, Durex upped its game by attempting a tongue-in-cheek advertisement which I’m sure no brand or consumer could foresee. 
 
It issued a public apology in a national newspaper claiming responsibility for the declining birth rate in the country and confessing how good their condoms are at what they do. It further went on to urge Singaporeans to focus on ‘making love’ their priority for celebrating SG50 and not use their ridiculously ‘efficient’ products. 
 
According to World Bank data, the average <a href="http://www.businessinsider.in/Birth-rates-and-unemployment-rates-are-closely-related/articleshow/47236835.cms">birth-rate</a> in <keyword id="6356662" type="COUNTRY" weightage="80" keywordseo="Singapore">Singapore</keyword> is 1.2 per woman, almost half of neighbouring Malaysia's birth-rate. It thus asked citizens to embrace prosperity anew in its Golden Jubilee year measured by ‘diapers and baby strollers.’ 
 
 
 
The ad read something like this: 
 
An Apology 
 
To all Singaporeans, Durex would like to humbly apologise. 
Over the past 50 years, while the Singapore economy has been moving rapidly upwards, the country's birth rate has been spiraling down at an alarming speed. 
It has now come to our attention that we may in fact be part of the problem. 
Durex has always focused strongly on the needs of our customers. As a result, the efficacy and convenience of our products have increased confidence markedly amongst consumers. 
But according to our latest research, it is this very confidence that may have hastened the decline of the birth rate. 
We would like to assure the public that this was never our intention. And in light of this new information, we would like to offer our sincerest apologies 
After a process of rigorous self-examination, we now feel compelled to take action. Hence, on August 9, we would urge all committed and loving married couples to forgo our contraceptive products in honour of this year's SG50 celebrations. 
With your help and support, we can rectify this unfortunate situation. 
This is a chance for Singapore to embrace prosperity anew in its Golden Jubilee year. A prosperity not measured in dollars and cents, but in diapers and baby strollers. 
Go ahead, Singapore. Make love your priority this SG50. 
Love, Sex, 
Durex 
 This hilarious advert, laden with witty self-praises immediately went viral, cutting across social networking sites to elicit one common response; sheer disbelief, at how clever the marketing strategy was. Social media immediately deemed it as the 'greatest <keyword id="2148949" type="UNKNOWN" weightage="80" keywordseo="apology-letter">apology letter</keyword> of all time.' 
 
You could almost hear the complaints of the keypads of every laptop, computer and mobile phones being abused to share the brilliance of that ad. 
 
Apart from garnering a lot of laughs, the Durex advertisement was filled with lessons for every other brand trying to conceptualize a marketing strategy. 
 
First and foremost, Durex showed how important it is to piggyback on topical events. The success of this ad could be partly attributed to having the attention and access of the large audience, courtesy Singapore’s 50th year celebrations. 
 
Secondly, it highlighted how advertising doesn’t have to be traditional, in-your-face or boring. The race for advertising space makes it imperative that brands have a novelty factor be it with hilarious copy or out-of-the box execution. 
 
And, lastly the ad gave a testimony to the fact that all it takes for a successful strategy is winning the audience’s approval. 
 
However, this is not the first time Team Durex has had us in splits with their out-of-the-box marketing ideas. Here are some of the previous advertising gems doled out by the brand: 
 
 
When it asked users to celebrate the ‘end of the world’ with it 
 
 
 
When it showed us that size really matters 
 
 
 
When it displayed how seriously it takes the concept of ‘No exits’ 
 
 
 
And, when it got <keyword id="106133" type="PERSON" weightage="80" keywordseo="Ranveer-Singh">Ranveer Singh</keyword> to tell us to #DoTheRex! 
 
 
 
 
Image credit: www.creativeguerillamarketing.com

We're sorry our products are so good: Why Durex emerges as the King of Advertising

<ul><li>Prime Minister Narendra Modi's thanked Alia Bhatt, Aayushman Khurana, Madhuri Dixit, Tata Group, Coal India and others for their contribution to <keyword id="8972802" type="UNKNOWN" weightage="20" keywordseo="pm-cares">PM CARES</keyword>.</li><li>Prime Minister Narendra Modi's mother Heeraben Modi donates ₹25,000 from her personal savings to PM CARES Fund</li><li>Around 2,56,000 employees from India's largest bank, State Bank of India (<keyword id="13222" type="CITY" weightage="20" keywordseo="SBI">SBI</keyword>) have decided to pledge their salary to Prime Minister’s Citizen Assistance and Relief in Emergency Situations (PM-CARES) Fund. The total sum amounts to ₹100 crore.</li><li>The Indian Farmers Fertiliser Cooperative Limited (IFFCO) has decided to donate ₹25 crore.</li><li>The National Agricultural Coorperative Markering Federation (NAFED) had donated ₹5 crore.</li><li>Jindal Steel and Power (JSP) made a contribution of ₹25 crore.</li></ul>Prime Minister thanked Alia Bhatt, Aayushman Khurana, Madhuri Dixit, Karan Johar and others from the film fraternity is a tweet for their support towards the newly-formed Prime Minister’s Citizen Assistance and Relief in Emergency Situations (PM-CARES) Fund. 
	<div type="twitter" handle="narendramodi" handlename="Narendra Modi" image="http://pbs.twimg.com/profile_images/1134082549041393672/QbihPzrL_normal.png" favoritecount="13613" retweetcount="1904" status="Every effort counts, every contribution matters. I thank leading film personalities @MadhuriDixit, @bhumipednekar,… https://t.co/F7vuQhM66c" createdat="1585674560000" id="1245035461761892352"></div>



 He also threw a shout out to government-owned enterprises like Coal India, the Ministry of External Affairs and the Wives Welfare Association for showing leadership and compassion during the Coronavirus outbreak and their collective contributions to the fund. 
	<div type="twitter" handle="narendramodi" handlename="Narendra Modi" image="http://pbs.twimg.com/profile_images/1134082549041393672/QbihPzrL_normal.png" favoritecount="8771" retweetcount="1449" status="Rising to the occasion for a healthier India, showing leadership and compassion. Thank you @IRSAssociation,… https://t.co/aNAtCljd5h" createdat="1585674521000" id="1245035300323094528"></div>



 Modi also acknowledged Tata Group's contribution of ₹500 crore and thanked Ratan Tata for his gesture. 
	<div type="twitter" handle="narendramodi" handlename="Narendra Modi" image="http://pbs.twimg.com/profile_images/1134082549041393672/QbihPzrL_normal.png" favoritecount="14410" retweetcount="2658" status="Admirable commitment to service and national development shown by the Tata Group. I welcome their gesture of contri… https://t.co/aOGpLbO9Z4" createdat="1585674828000" id="1245036586548359168"></div>



 List of everyone who donated to PM CARES Fund Modi's mother, Heeraben Modi, who is currently 95 years old, donated ₹25,000 from her personal savings to PM CARES. In an interview, Modi once said that Heeraben was the pillar in his life and has played a crucial part in his success. <div type="image" title="baimodi_edited" msid="74915240" hostid="261" caption="&amp;lt;p&amp;gt;Prime Minister Narendra Modi&amp;#39;s mother Hiraba donates ₹25,000 from her personal savings to PM CARES Fund&amp;lt;/p&amp;gt;"></div>

 The Dalai Lama also announced that he's announced that he will donating to PM CARES through the Dalai Lama Trust, although he did not disclose the amount. "As a token of my sympathy and support, I am making a donation from Dalia Lama Trust to the PM CARES Fund set up to provide relief during crises such as this," he said. Employees from India's largest bank, the State Bank of India (SBI) have also pledged to donate two days' salary to the PM-CARES Fund. The collective effort from around 2,56,000 employees with amount to ₹100 crore. The Indian Farmers Fertiliser Cooperative Limited (IFFCO) is donating ₹25 crore to PM-CARES as well as conducting ground donation drivers in villages across the country. In Delhi, the National Agricultural Cooperative Market Federation of India (NAFED) wrote out a cheque of ₹5 crore to the fund. India's richest man <keyword id="3820" type="PERSON" weightage="20" keywordseo="Mukesh-Ambani">Mukesh Ambani</keyword> is also in the mix having pleded ₹500 crore ($66.4 million) to PM-CARES through his company, <keyword id="6355199" type="ORGANIZATION" weightage="20" keywordseo="reliance-industries">Reliance Industries</keyword>. In comparison, Ambani's net worth is a whopping $39.9 billion. According to the company, this money will go towards sponsoring 5 million free meals over the next 10 days. PM cares donations by celebrities Actor Anushka Sharma and Cricketer <keyword id="6354486" type="UNKNOWN" weightage="20" keywordseo="virat-kohli">Virat Kohli</keyword> pledged their support earlier today, March 30 to help "ease the pain of fellow citizens." 
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	<div type="twitter" handle="AnushkaSharma" handlename="Anushka Sharma" image="http://pbs.twimg.com/profile_images/1195210447172952064/oZyMahy-_normal.jpg" favoritecount="23321" retweetcount="1616" status="Virat and I are pledging our support towards PM-CARES Fund &amp; the Chief Minister's Relief Fund (Maharashtra). Our he… https://t.co/CU9SVN2Jda" createdat="1585546272000" id="1244497382684819458"></div>































 Actor Kartik Aryan also took to Twitter to announce that he is pledging ₹1 crore in fight against Coronavirus in India. 
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	<div type="twitter" handle="TheAaryanKartik" handlename="Kartik Aaryan" image="http://pbs.twimg.com/profile_images/1192821355013644290/R0duNRKC_normal.jpg" favoritecount="20197" retweetcount="4005" status="It is the absolute need of the hour to rise together as a Nation. Whatever I am, whatever money I’ve earned, is onl… https://t.co/w0U6rgk9Fd" createdat="1585546614000" id="1244498818600558595"></div>































 T-Series Bhushan Kumar announced that the company has pledged ₹11 crore to the PM-CARES Fund on March 29. Kabir Singh producer Murad Khetani also stepped forward to pledge ₹25 lakh to the PM-CARES Fund and another ₹25 lakh to the Maharashtra Relief Fund. 
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	<div type="twitter" handle="itsBhushanKumar" handlename="Bhushan Kumar" image="http://pbs.twimg.com/profile_images/1225348487979552773/z5jQsEiP_normal.jpg" favoritecount="13220" retweetcount="3026" status="Today, we are all at a really crucial stage &amp; it’s extremely important to do all we can to help. I, along with my e… https://t.co/8Is8pjyQnD" createdat="1585460086000" id="1244135893834682369"></div>





































 <keyword id="2823" type="PERSON" weightage="20" keywordseo="Akshay-Kumar">Akshay Kumar</keyword>, known for his blockbuster hits like Kesari, Pad Man, and Hera Pheri, pledged to donated ₹25 crore from his savings to the newly formed Prime Minister’s Citizen Assistance and Relief in Emergency Situations Fund (<a href="https://www.businessinsider.in/india/news/narendra-modi-announces-new-fund-pmcares-for-people-to-donate-towards-govt-fight-against-coronavirus/articleshow/74863818.cms">PM-CARES</a>). 
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	<div type="twitter" handle="mrsfunnybones" handlename="Twinkle Khanna" image="http://pbs.twimg.com/profile_images/896049725241081857/8VCRlpsy_normal.jpg" favoritecount="77162" retweetcount="15535" status="The man makes me proud. When I asked him if he was sure as it was such a massive amount and we needed to liquidate… https://t.co/5u2aD72fd9" createdat="1585399438000" id="1243881516855447554"></div>









































 Actor Sonam Kapoor followed a more subtle approach by lauding the initaitive and confirming that she will be be making a donation. However, did not disclose the amount. 
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	<div type="twitter" handle="sonamakapoor" handlename="Sonam K Ahuja" image="http://pbs.twimg.com/profile_images/1145948449193566208/SvvELvMl_normal.jpg" favoritecount="1646" retweetcount="84" status="This is an excellent initiative. And I will be donating. 🙏🏽🇮🇳 https://t.co/xpLAzalhgg" createdat="1585453373000" id="1244107734754025474"></div>



































 Others like Priyanka Chopra and husband Nick Jonas, Sara Ali Khan, R Madhavan and Katrina Kaif followed the same approach. PM CARES donations by singers Punjabi singer Guru Randhawa announced a ₹20 lakh pledge and asked people to “help each other” during these trying times. His contemporary Diljit Dosangh, also pledged to donate ₹20 lakh. 
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	<div type="twitter" handle="GuruOfficial" handlename="Guru Randhawa" image="http://pbs.twimg.com/profile_images/1239256783408906240/iMVG7uJ3_normal.jpg" favoritecount="3936" retweetcount="961" status="I pledge to contribute Rs 20 lacs from my savings to @narendramodi sir’s PM-CARES Fund. Let’s help each other 🙏🏻 I… https://t.co/n7J308xt7d" createdat="1585402078000" id="1243892590467936256"></div>
















 PM CARES donations from sportsmen From the sporting arena, Indian cricketer Suresh Raina is donating ₹52 lakh but only ₹31 lakh is going towards the PM-CARES fund. The other ₹21 lakh is going to Raina’s home state, Uttar Pradesh, towards the chief minister’s Disaster Relief Fund. "That's a brilliant fifty," Modi responded to Raina's contribution. Soon after, the Board of Control for Cricket in India (BCCI) also pledged ₹51 crore to the fund. 
	
	
	
	
	
	
	
	<div type="twitter" handle="ImRaina" handlename="Suresh Raina🇮🇳" image="http://pbs.twimg.com/profile_images/1227208077415288832/dQloczSs_normal.jpg" favoritecount="74231" retweetcount="14567" status="It’s time we all do our bit to help defeat #COVID19. I’m pledging ₹52 lakh for the fight against #Corona (₹31 lakh… https://t.co/UCOQ5EFiRI" createdat="1585397402000" id="1243872976883376130"></div>
















 
























 Pledge campaigns for donations to PM CARES Organisations like PhonePe and Motiwal Oswal are also doing their part during this time of crisis. The online payments platform PhonePe has launched a ₹100 crore pledge campaign in which they will add ₹10 to everyone’s donation. "This will inspire and enable a number number of Indian to donate to PM-CARES," according to Modi. 
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	<div type="twitter" handle="PhonePe_" handlename="PhonePe" image="http://pbs.twimg.com/profile_images/1228394203421372416/4X3QZazb_normal.jpg" favoritecount="261" retweetcount="102" status="Join our #100CrorePledge &amp; donate to the PMCARES FUND using contactless UPI payments. Remember no contribution is t… https://t.co/b6Z4yD3rMh" createdat="1585405072000" id="1243905146087542785"></div>









































 Paytm, the online payment platform led by Vijay Shekhar Sharma, followed suit with its own ₹500 crore pledge. 
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	<div type="twitter" handle="vijayshekhar" handlename="Stay Home, Stay Safe" image="http://pbs.twimg.com/profile_images/813598012173754368/MnHjJnCv_normal.jpg" favoritecount="18358" retweetcount="3731" status="We at @Paytm are aiming ₹500 crore towards PM CARES Fund. Not just when you donate on Paytm, we will add up to ₹1… https://t.co/vPXt3hlqAO" createdat="1585412377000" id="1243935786338115584"></div>





































 Indian companies donate to PM CARES Banking magnate Uday Kotak announced that he will be donating ₹25 crore out of his own saving and another ₹25 crore on behalf of Kotak Mahindra Bank. "It's time to protect lives and livelihood," he said. 
	
	
	
	
	
	
	
	<div type="twitter" handle="udaykotak" handlename="Uday Kotak" image="http://pbs.twimg.com/profile_images/532114039342505984/y0x0ooJy_normal.jpeg" favoritecount="6454" retweetcount="1199" status="It is time to protect Lives and Livelihood. Jab Jaan hai to Jahaan hai. https://t.co/AhKb1Yr8n1" createdat="1585468385000" id="1244170700589395968"></div>
















 L&amp;T, the Mumbai-based multinational, also announced a donation of ₹150 crore in addition to setting aside ₹500 crore to support its 1,60,000 contract workers. Pradeep and Pankaj Rathod from the Cello Group, known for its glassware, bottles and tiffin-ware, donated ₹3.5 crore to the fund. "Such support from the world of commerce and industry is extremely valuable," said Modi. The online stock trading platform, Motilal Oswal, is donating ₹5 crore to the PM-CARES Fund. According to Oswal, “Health is wealth.” Jindals' JSW Group, led by Sajjan Jindal, contibuted over ₹100 crore to the national Coronavirus fund to help in the relief efforts. 
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	<div type="twitter" handle="MrMotilalOswal" handlename="Motilal Oswal" image="http://pbs.twimg.com/profile_images/1124698615153340418/_rnyIAMp_normal.jpg" favoritecount="1430" retweetcount="321" status="At this time when all of us need to help our fellow Indians in whatever way we can, @MotilalOswalLtd pledges to con… https://t.co/AehKZpINC6" createdat="1585403586000" id="1243898914681393157"></div>









































 
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	<div type="twitter" handle="ParthJindal11" handlename="Parth Jindal" image="http://pbs.twimg.com/profile_images/531456067004542976/gW2LzOKD_normal.jpeg" favoritecount="4382" retweetcount="1093" status="Chairman of the @TheJSWGroup and chairperson of @JSWFoundation Papa @sajjanjindal and Ma @SangitaSJindal have dec… https://t.co/8JFTWpUs5E" createdat="1585463852000" id="1244151689713778689"></div>





































 The ayurvedic consumer goods company Patanjali, founded by Baba Ramdev, has given ₹25 crore to the PM CARES Fund and set up five quarantine centers for those who have testing positive for Coronavirus. Indian tech giant Infosys, will be donating ₹100 crore through the Infosys Foundation, the company's arm for philanthropic efforts. Branches of government doing their part National Highways Authority of India (NHAI) officials are putting up one day's salary towards PM CARES. Coal India Limited (CIL) has pledged ₹220 crore and NLC India has promised ₹25 crore. All of Indian Railway's employees have pledged one day's salary to the newly-formed Prime Minister’s Citizen Assistance and Relief in Emergency Situations (PM-CARES) Fund, according to union minister Piyush Goyal. Collectively, the contribution will amount to ₹151 crore from Indian Railways Ministry. Similarly all of the employees of the Airport Authority of India (AAI) collectively raised ₹20 crore to do their part during the crisis. 
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	<div type="twitter" handle="AAI_Official" handlename="Airports Authority of India" image="http://pbs.twimg.com/profile_images/877857676109033472/JvXlewA7_normal.jpg" favoritecount="1345" retweetcount="391" status="#AAI employees raised ₹20 cr as an initial contribution to the #PMCARES Funds to fight the menace of #COVID19. Coll… https://t.co/WytKLioEsX" createdat="1585463322000" id="1244149467294486533"></div>





































 Indian President Ram Nath Kovind has also pledged one month of his salary towards the fund that will help fight the Coroanvirus pandemic in India. 
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	<div type="twitter" handle="rashtrapatibhvn" handlename="President of India" image="http://pbs.twimg.com/profile_images/921303478684790784/FLIFCZxh_normal.jpg" favoritecount="9652" retweetcount="1341" status="President Ram Nath Kovind pledges to donate one-month salary to PM-CARES Fund to help the nation tide over the cris… https://t.co/EH8czooIw7" createdat="1585462054000" id="1244144145914003458"></div>




































 The Indian Administrative Services (IAS) Association is contributing ₹21 lakh and has encouraged its members to donate a day’s salary as well. 
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	<div type="twitter" handle="IASassociation" handlename="IAS Association" image="http://pbs.twimg.com/profile_images/1070320942784557056/LsgH95pr_normal.jpg" favoritecount="3322" retweetcount="839" status="@IASassociation decides to contribute Rs. 21 lakhs to the PM-CARES Fund as its initial contribution to combat COVI… https://t.co/GLjNRfMpYw" createdat="1585395546000" id="1243865190803750912"></div>









































 Members of other branches of the government like the Central Reserve Police Force (CRPF) are also donating one to two day’s salary in the fight against Coronavirus in India. Officials from the Central Bureau of Investigation (CBI) have also pledged one-day's salary to PM-CARES. 
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	
	<div type="twitter" handle="iamkash_kr" handlename="Kashyap Kadagattur 🇮🇳" image="http://pbs.twimg.com/profile_images/1166388395318247424/PPqGxPF4_normal.jpg" favoritecount="141" retweetcount="29" status="We in CRPF contributed our one day's salary to PM Relief Fund. Some of us contributed two day's salary as we felt w… https://t.co/veZ0nYlprM" createdat="1585400917000" id="1243887720067297281"></div>









































 Central Board of Indirect Taxes and Customs (CIBC) has pledged to donate ₹8 crore, and the Sports Authority of India has promised ₹76 lakh. See also: <a href="https://www.businessinsider.in/india/news/narendra-modi-announces-new-fund-pmcares-for-people-to-donate-towards-govt-fight-against-coronavirus/articleshow/74863818.cms">Narendra Modi announces new fund for people to donate towards govt fight against coronavirus</a> <a href="https://www.businessinsider.in/india/news/ratan-tata-donates-500-crore-for-covid-19-for-testing-kits-and-protective-gear-for-health-workers/articleshow/74862906.cms">Ratan Tata donates ₹500 crore for Covid-19 for testing kits and protective gear for health workers</a> <a href="https://www.businessinsider.in/business/startups/news/zomato-collects-1-5-crore-in-17-hours-to-feed-daily-wagers-who-are-out-of-work/articleshow/74806506.cms">Zomato collects ₹1.5 crore in 17 hours to feed daily wagers who are out of work</a>

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