ITV

Category: iWorld

  • Five reasons to watch Amazon miniTV’s Rakshak- India’s Braves: Chapter 2

    Five reasons to watch Amazon miniTV’s Rakshak- India’s Braves: Chapter 2

    Mumbai: Amazon miniTV, Amazon’s free video streaming service, recently released their patriotic series ‘Rakshak- India’s Braves: Chapter 2’. The series is an unconventional story with a strong sense of patriotism, which will also instill a sense of national pride among the viewers. This biographical war drama follows the life of Shaurya Chakra-awardee Naib Subedar Sombir Singh and DYSP Aman Kumar Thakur, unfolding the brave saga of the Kulgam Operation, a crucial chapter in India’s battle against terrorism. Based on a real-life story, the series shines a spotlight on the sacrifices and bravery of the unsung heroes of our nation.

    Here are reasons to watch Rakshak- India’s Braves: Chapter 2:

    . Fact is stranger than fiction: There’s a certain thrill in watching movies based on real-life personalities and incidents. Rakshak- India’s Braves: Chapter 2 is a true story that reignites your love for the country, even in moments when it may have faded. It is based on the life of Naib Subedar Sombir Singh who devoted his life to serving the nation. The film brilliantly encapsulates the narrative of the Kulgam Operation capturing the high-stakes mission undertaken by the armed forces to combat militant threats and safeguard the nation’s sovereignty.

    . Igniting patriotic fervor: Right from our school days we’ve recited the pledge, ‘India is my country…’, but only a few of us truly grasped its depth. Naib Subedar Sombir Singh was one such individual, who lived and breathed this pledge, dedicating their lives to the service and protection of our nation. The series beautifully captures this profound dedication, weaving a narrative steeped in patriotism that strikes a chord with every proud Indian. This isn’t about creating an overblown battle zone to visually blow people’s minds, Rakshak- India’s Braves: Chapter 2 is about the story that was never told to us.

    . Stellar performance of the cast: Produced by Juggernaut Studios and directed by Ajay Bhuyan, the movie boasts an ensemble cast starring Barun Sobti, Surbhi Chandna, and Vishwas Kini in pivotal roles. Their performances will have a profound effect on the audience, evoking their emotions, striking a chord, and giving a sense of pride and gratitude. Bringing characters to life, their captivating performances will immerse you in every emotion and moment of the series.

    . Immersive cinematic experience: It is a challenge to capture war-torn images and make them visually compelling, Rakshak- India’s Braves: Chapter 2 excels in conveying the strife, gloom, and stress of the terrorist-attacked Kulgam district. Every scene in the movie commands attention, drawing audiences deeper into the narrative with its compelling visuals while capturing patriotic sentiment without being preachy.

    . Free to watch: Indulge in the spirit of patriotism, and feel the emotions, while embarking on this heroic and courageous journey for free. Watch this intriguing series without any pay or subscription. It is available to stream for free on Amazon miniTV and Fire TV in the Amazon Shopping App and Play Store.

    Foster the essence of patriotism and celebrate India’s unsung heroes who sacrificed their lives to safeguard peace and harmony with Rakshak- India’s Braves: Chapter 2 for free only on Amazon miniTV.

  • Instagram’s creator marketplace expands, Tests smarter recommendations

    Instagram’s creator marketplace expands, Tests smarter recommendations

    Mumbai: From branded content to partnership ads, Instagram is one of the best places for brands and creators to collaborate — and today, we’re excited to announce how we’re making it easier to work together. In 2022, we began testing the creator marketplace in the US, a new destination where brands and creators can more easily connect and collaborate around partnership opportunities. Since then, we’ve introduced new features and onboarded thousands of creators and brands in the US to the creator marketplace.

    Today, we’re excited to take another step forward and announce the planned expansion of Instagram’s creator marketplace to eight new markets. Over the next few weeks, we plan to invite creators and brands based in Canada, Australia, New Zealand, the UK, Japan, India and Brazil to join Instagram’s creator marketplace. Chinese export brands will also be invited to connect with onboarded creators in countries outside of China.

    Brands have told us it can be challenging to source creators for partnership ads. That’s why we’re excited to begin testing in the US our brand new, machine learning-based recommendations that use Instagram data to help brands more easily discover creators who are the best fit for their campaigns. Eligible brands can access these recommendations over the coming months on Instagram’s creator marketplace in Meta Business Suite.

    Instagram’s creator marketplace can help brands easily find relevant creators for any kind of collaboration, but one of the most powerful is partnership ads. Partnership ads (formerly known as branded content ads) allow advertisers to amplify content with a creator or other partner’s handle to scale their collaborations. Partnership ads are the most performant and transparent way for advertisers and creators to run ads together and Instagram’s creator marketplace helps brands discover creators to partner with.

    Here’s how it works.

    Join Instagram’s Creator Marketplace

    Brands join Instagram’s creator marketplace in Meta Business Suite. Creators join from their professional dashboards in the Instagram app. Creators can indicate brands and interests relevant to them. Creators can also create a portfolio to highlight what makes them unique.

    Find the Right Match

    To help match the right creators and brands for campaigns, we’re testing new custom, machine learning-powered creator recommendations for each brand. Brands can also search for creators, filtering for creator and audience attributes. They can also see a list of creators who have expressed interest and check out creator portfolios.

    Connect & Collaborate

    Creators receive brand messages in a dedicated Partnership Messages folder at the top of the Primary tab. Brands can reach out to creators directly or create and send a project to multiple creators outlining the branded content or partnership ad opportunity. Creators can review the details and requirements of the opportunity, as well as the rate, all within the Instagram app.

    Create & Launch

    Once brands and creators agree, they are ready to create. Advertisers can boost organic Instagram content as partnership ads, including branded content with the paid partnership label, or they can create new partnership ads in Ads Manager. Please visit the Help Center for instructions on how to use the creator marketplace or set up partnership ads.

    Instagram’s creator marketplace helps brands find the right creators and helps creators get discovered by brands. We’re excited to continue evolving the creator marketplace and partnership ads to offer even more ways for brands and creators to connect, partner, and grow.
     

  • Prime Video addresses the ‘Elephant in the Room’ through a marketing campaign for its upcoming Original Series Poacher

    Prime Video addresses the ‘Elephant in the Room’ through a marketing campaign for its upcoming Original Series Poacher

    Mumbai: Ahead of its highly anticipated global premiere, Amazon Original Series Poacher, has ignited intrigue and excitement, with its powerful and gripping storyline. The thrilling crime series, based on true events, is a heart-wrenching and captivating presentation by none other than Emmy Award-winning filmmaker Richie Mehta, starring Nimisha Sajayan, Roshan Mathew, and Dibyendu Bhattacharya in pivotal roles

    While the crime series promises to engage audiences with its gripping storyline, it will also shed light on the extensive scale of ivory poaching, based on a real life case that took place in Kerala in 2015. Through strategic initiatives designed to ignite intrigue and awareness, and to build dialogue the streaming service has created life-sized installations in prominent locations across the country.

    From oversized faux elephant tusks in glass boxes at prominent locations in Mumbai to highlight the scale of the issue, to elephant crime scenes in Mumbai, Delhi and Bengaluru, the service has been successful in creating conversations about the issue of wildlife crime, to strongly convey that – “Murder is Murder”- be if of a human, or an animal. The elephant crime scenes are located in areas such as Mumbai’s Bandstand and Powai, Delhi’s Janakpuri and Saket, and Bengaluru’s Shantiniketan.

    Poacher promises to offer viewers a glimpse of a global issue that has not been widely explored on screen – the world of wildlife crime. While the show emphasizes on elephant poaching, it does it through the lens and tonality of a crime thriller, by highlighting one of the biggest ivory poaching cases in Indian history. Based on court documents and testimonials, Poacher is a series that aims to provoke the urgent issue of wildlife crime. The series aims to engage audiences and allow them to discover the story’s deeper message as they watch it. With its unique storytelling and powerful message, the show will leave a lasting impression on audiences worldwide.

    The show highlights the exceptional efforts of Indian forest service officers, NGO workers from the Wildlife Trust of India, police constables, and good samaritans who risked their lives to investigate the largest ivory poaching ring in Indian history. Produced by QC Entertainment in association with Alia Bhatt’s Eternal Sunshine Productions, Suitable Pictures and Poor Man’s Productions, Poacher which primarily unfolds in Malayalam, Hindi and English will be available to stream in 240 countries and territories, starting 23 February in 35+ Indian and foreign languages.

  • Disha Patani joins 250 plus Anime fans in Mumbai for “Demon Slayer: Kimetsu no Yaiba -To the Hashira Training” advance screening

    Disha Patani joins 250 plus Anime fans in Mumbai for “Demon Slayer: Kimetsu no Yaiba -To the Hashira Training” advance screening

    Mumbai: Aniplex Inc, Crunchyroll and Sony Pictures Entertainment hosted the special advance fan screening in Mumbai for the highly anticipated blockbuster, Demon Slayer: Kimetsu no Yaiba -To the Hashira Training. Bollywood star and anime superfan, Disha Patani, joined by a host of anime enthusiasts and influencers, graced the event.

    Set to hit the theaters in India on 22 February, Demon Slayer: Kimetsu no Yaiba -To the Hashira Training- will allow fans to revisit the gripping finale of the Swordsmith Village Arc while getting a sneak peek at the highly anticipated Hashira Training Arc in one extra-sized blockbuster experience.

    Disha Patani, an anime superfan, has frequently showcased her affection for the genre on her social media platforms. The actor graced the Mumbai screening, which saw over 250 fans in attendance, including dedicated cosplay artists and influencers who contributed to the vibrant atmosphere of the event. The overwhelming outpour of love from fans made the occasion truly unforgettable.

  • Unlock entrepreneurial wisdom from the judges of ‘Shark Tank India’ on Audible

    Unlock entrepreneurial wisdom from the judges of ‘Shark Tank India’ on Audible

    Mumbai: Hooked on the ongoing season of Shark Tank India? With its audiobook version Shark Tank India available on Audible, you can dive into the experiences of the Sharks who are ruling the TV screens of every Indian household currently and get a glimpse of their inspiring journeys. Tailored for aspiring business leaders, this audiobook serves as a tribute to the entrepreneurial spirit, offering inspiration and guidance beyond the boardroom. Here, Audible brings you curated words of wisdom and learning from these industry leaders.

    The ‘Did Not Quit’ medal is worth more than gold

    Sugar Cosmetics CEO Vineeta Singh shared a valuable lesson for aspiring entrepreneurs—aim for the “did not quit” medal. In her insights, Vineeta stresses the significance of perseverance, highlighting that reaching the finish line is more crucial than finishing first. She encourages entrepreneurs to confront self-doubt, emphasising that worst-case scenarios are often less dire than imagined. Speaking about her journey, Vineeta reminisced, “We (Vineeta and her husband) plotted these worst-case scenarios. Although we know that often it’s not as bad as we are imagining and fearing. For me, the worst case would’ve been losing the last 30 lakh rupees I’d set aside in the bank and start again from square one.” Adding on to the same, she said, “I think self-doubt and a lack of self-confidence is probably the worst kind of rock bottom because there’s nothing that anybody can say that can turn it around for you.”

    Frugality fuels value: Make ROI your mantra

    boAt CMO and co-founder Aman Gupta shared the mantra of being “fast, fearless, and frugal.” Reflecting on the importance of Return on Investment (ROI), Aman emphasises the necessity of frugality not as a choice but as a fundamental approach to business. Aman’s advice captures the essence of their business model, “Frugality is at the core of our company’s business model. If there is frugality in everything that you do, you’ll be able to create value for stakeholders.” Having worked at legacy companies, before advancing to the forefront of India’s start-up revolution, Aman has many learnings as takeaways. “Start-ups have to learn from legacy companies how to make money, run big companies, and think in a structured manner. Legacy companies need to learn from start-ups how to be nimble,” Aman said. Embracing failures made all the difference, he explained. “I don’t think you need 2-3 successes, you need one. I’ve had five failures but one success has made me who I am. I am a common man, a middle-class guy and I feel that an entrepreneur should be grounded first and foremost. I relate to people who hustle. Nowadays entrepreneurs want the spotlight in the media, and there’s a God-syndrome that kicks in. That’s very bad for the company and the entire ecosystem. Be ready for ups, be ready for downs, but be yourselves.”

    Be organised and embrace optimism to balance work and life!

    Emcure Pharmaceuticals executive director Namita Thapar, offers a profound perspective on the vital attributes necessary for success, extending far beyond the areas of entrepreneurship. Beyond the commonplace notions of organisation and optimism, Namita delves into the essence of these qualities, asserting that they are indispensable for anyone navigating the complexities of modern life. She asserts, “Not just entrepreneurs, but every person needs to have these. Being organised and optimistic are the bedrock that allows individuals to seamlessly juggle various responsibilities and maintain equilibrium between work and life. In the relentless chaos of everyday life, these qualities become the anchors that foster a sense of calm and resilience.” Namita’s insights resonate as a timeless guide for individuals seeking not only success in their professional endeavours but also a harmonious and composed existence in the face of life’s myriad challenges.

    Read people, not just the cards you’re dealt: A poker lesson in early-stage investing

    Shaadi.com founder and CEO Anupam Mittal draws inspiration from his entrepreneurial family background. He attributes his risk-taking attitude to his father, who took on economic responsibilities at a young age, and his adventurous spirit to his mother. Drawing parallels between poker and real-time investing, Anupam highlights the importance of understanding people in early-stage investing: “Just like in poker, in real-time investing, you need to read the room. You have to read the other players. In poker, there’s a big fallacy that you’re not playing cards, you’re playing people and the cards just happen to be there. The same thing applies to early-stage investing, you’re trying to understand people.”

    Agility over planning: Fall fast, learn faster

    Car Dekho CEO and co-founder Amit Jain shared a concise yet powerful lesson: “Fall fast, learn faster.” His words echo the sentiment that in the fast-paced world of business, being an executionist is more valuable than being a strategist: “You can’t take too much time in learning and over-planning; your agility and nimbleness will suffer. It is better to be an executionist rather than a strategist.”

    Initially, Amit and his brother decided to start an IT outsourcing company because they were good at coding. Following this, a big disaster struck and it was largely the fault of the brothers. “GirnarSOFT went bankrupt when the stock market crashed in 2009. The Jain brothers had invested close to Rs. 1.5 crore in stock trading and the whole amount was wiped out in 5 days.” Amit said. “We were vetting at 10x leverage, meaning they had positions worth 15 crore rupees. When the Sensex fell from 18,000 to 6,000 – this is something that nobody could ever have imagined. But as an entrepreneur, if you fall down, you get back up again.” He said early-stage learning was very important for him. “Starting and growing a business can be a challenging and difficult process, there will be setbacks and failures along the way and it can be easy to become discouraged or lose motivation. However, persistence allows a founder to stay focused and keep moving even when faced with obstacles.” The company was back on its feet in less than a year and the brothers swore to never dabble in stock trading ever again. Amit learnt never to use money from corporate accounts for such risky funds. He had to show the same agility when he launched CarDekho.

  • India’s prominent gamers and music sensations set to light up College Rivals grand finale

    India’s prominent gamers and music sensations set to light up College Rivals grand finale

    Mumbai: The stage is set for an electrifying blend of Esports, lifestyle, and pop culture, as India’s top gamers prepare to join forces with acclaimed music sensations to headline the grand finale of College Rivals at Nesco, Mumbai on 3 March.

    Renowned esports personalities such as Naman Mathur (Mortal), Payal Dhare (PayalGaming), Tanmay Singh (ScoutOP), Aniket Sood (Kinganbru), Prishita Nair(MintyGal), Paras Singh (ParasOfficial), Jimesh Parmar (Jimmy Gaming) and Neha Gupta (Naira Gaming) will be part of the grand finale of India’s largest Esports talent hunt where they will meet and greet with attendees.

    They will be joined by notable music artists Seedhe Maut composed of Siddhant Sharma and Abhijay Negi, as well as Gaurav Pal aka Muhfaad, and Garv Taneja aka Char Diwari who will raise the roof with their live performances.

    Speaking about the fusion of the LAN Finale with music, Ampverse, India country head Ashwin Haryani stated, “This convergence of India’s leading gamers and music sensations marks a significant stride towards innovation and reflects our commitment to reshaping the Esports landscape in the country. By providing fans with the opportunity to interact with their gaming idols and savor the musical performances of distinguished artists, we aspire to craft an immersive experience that resonates with not only gaming enthusiasts but with everyone attending the event.”

    College Rivals, which is the inaugural intellectual property of Ampverse, Asia’s largest ecosystem of gaming communities and IPs, in collaboration with DMI Finance, is a pioneering initiative that has tapped into the immense talent pool within college campuses across the country.

    The ultimate showdown of College Rivals will feature 28 finalists who have emerged from a competitive pool of 92,000 participants hailing from colleges across the country who will compete individually across six titles on three different platforms including BGMI, Road to Valor, Valorant, Tekken 7, and FIFA 23.

    “I am thrilled to be a part of College Rivals’ grand finale, where the next generation of India’s Esports talent will emerge. This initiative serves as a pivotal stepping stone for aspiring gamers, offering them a comprehensive roadmap for a career in Esports—a path that was not as clearly defined when I began my journey in gaming. Through this platform, I hope to see gamers seize the opportunity and showcase their prowess on the big stage,” said Naman Mathur aka Mortal.

    According to data from Deloitte’s Digital Media Trends Fall Pulse Survey, 42 per cent of GenZ gamers listened to music other than gaming ones while playing, 34 per cent heard music in a game and then looked it up online to stream or buy, 22 per cent of the sample size shared music recommendations while gaming with other online gamers, and 11 per cent had shown the trend of attending live music concerts inside a gaming world venue.

    This deep connection between music and gaming will be brought to life by the one-of-a-kind experiential event which will also include arcade gaming zones, cosplay competition, racing simulators, food and beverage counters, chill lounges, and much more.

    “As artists, we are constantly inspired by creativity and passion, something that exists in plenty within the Esports community. It is an exciting opportunity to perform at this event that is pushing the boundaries by merging the talents of music and gaming together. We eagerly await to witness the exciting gaming action between these aspiring gamers and wish them the best of luck,” commented Gaurav Pal aka Muhfaad.

    This fusion of gaming and music promises an unforgettable experience for attendees, marking a significant moment in Indian Esports entertainment.

    Fans can avail their tickets for the grand finale on BookMyShow.

    For those who are unable to witness the action live, the grand finale will be streamed live on Youtube, Facebook Gaming, Twitch, Kick, Glance, JioGames, JioTV, Loco, and Rooter.

  • Crunchyroll launches on LG Smart TVs worldwide

    Crunchyroll launches on LG Smart TVs worldwide

    Mumbai: The ultimate anime streaming destination Crunchyroll is announcing on 22 Feb a collaboration with LG Electronics to enable greater anime access for LG Smart TV users internationally.

    Rolling out on 22 Feb, the Crunchyroll application will launch on LG Smart TVs in the U.S. and across international regions, inviting viewers to explore more than 18,000 hours, 46,000 episodes and films, and 3,300 Japanese music videos and concert specials.

    Viewers will also enjoy expanded access to the latest simulcast series, streaming on Crunchyroll shortly after premiere in Japan, including the dark fantasy Solo Leveling, the emotionally complex Frieren: Beyond Journey’s End, and the comedic MASHLE: MAGIC AND MUSCLES The Divine Visionary Candidate Exam Arc, among many others. Crunchyroll’s catalog is available in subtitled or dubbed format across more than 12 languages including English, Spanish (Latin America and Spain/Castilian), Portuguese, French, German, Arabic, Italian, Hindi, Telugu and Tamil.

    “Our new partnership with LG makes it even easier to be an anime fan,” said Crunchyroll chief product officer Kaliel Roberts. “Anime offers a variety of genres and viewing adventures and now viewers have even more options to dive deeper.”

    Crunchyroll has more than 13 million paying subscribers globally, and serves 200 countries and territories with the world’s largest dedicated anime streaming library, while also offering events and experiential, theatrical, gaming, merchandise, e-commerce and much more.

  • Planet Marathi OTT brings standup special ‘Ubhya Ubhya’

    Planet Marathi OTT brings standup special ‘Ubhya Ubhya’

    Mumbai: Planet Marathi OTT, the pioneer in Marathi digital content, is all set to tickle your funny bone with its latest offering, “Ubhya Ubhya,” a celebrity-packed standup comedy show that promises to be a riot of laughter and entertainment. The series is all set to stream on Planet Marathi OTT, starting 1 March 2024.

    With the introduction of the series, Planet Marathi OTT is strengthening its non-fiction AVOD slate. Along with ‘Ubhya Ubhya’, the platform’s non-fiction AVOD slate has original not fiction programming like Maitribodh, Patla Tar Ghya With Jayanti, Ek Kavita Down, NCPA Pratibimb, Colorful Kokan and Sonalee Kunal (Sonalee Kulkarni’s wedding). This content can be watched for free. Also, Planet Marathi OTT emerges first among Marathi content players offering non-fiction content through AVOD.

    Featuring a stellar lineup of 12 diverse artists, including renowned actors, digital sensations, and standup maestros, this show is gearing up to be a laughter-packed ride that will leave audiences in splits. The star-studded cast of “Ubhya Ubhya” includes Mahesh Manjrekar, Viju Mane, Sidhant Sarfare, Kranti Redkar, Ankita Prabhu Walawalkar (Kokanhearted girl), Ashay Kulkarni, RJ Pranit, Anish Goregaonkar, Parth Bhalerao, Ninad Gore, and Shrutik Kolambekar. With such an eclectic mix of talent, viewers can expect a rollercoaster of emotions, from hearty laughs to heartwarming moments.

    “Ubhya Ubhya” is a unique blend of humour, wit, and charisma brought to life by some of the most talented personalities in the Marathi entertainment industry. Each episode promises to deliver a fresh dose of laughter, making it a delightful viewing experience for audiences of all ages. What sets “Ubhya Ubhya” apart is its live audience setup, creating an energetic, lively atmosphere. The laughter, applause, and reactions from the audience add an authentic touch, making viewers feel like they are part of the comedic celebration.

    Planet Marathi OTT founder Akshay Bardapurkar expressed “Comedy is a challenging non-fiction genre, but when executed with finesse, it becomes a source of pure joy.  We have curated a lineup of personalities that is bound to captivate audiences and hold them spellbound in their seats. “Ubhya Ubhya” is bringing a special kind of comedy that will be enjoyed by both live and streaming audiences. To ensure it reaches more audiences we have added it to our non-fiction AVOD slate”

    The 12-episode series will be released every week exclusively on Planet Marathi OTT. This will ensure that viewers can savour the comedic brilliance of “Ubhya Ubhya” without missing out on the excitement that builds up with each episode. Presented by Akshay Bardapurkar and Planet Marathi, the series is produced by Zen Entertainment and directed by Shravan Ajay Bane.

  • Toprankers shine in ‘The Indian EdTech Story’ on Disney+ Hotstar

    Toprankers shine in ‘The Indian EdTech Story’ on Disney+ Hotstar

    Mumbai: Toprankers, India’s leading digital learning platform has been prominently featured in the documentary series, ‘The Indian EdTech Story,’ produced by Edstead. This exciting series, now streaming on Disney+ Hotstar, shines a spotlight on Toprankers’ remarkable journey and its profound impact on the educational landscape across India.

    The documentary showcases Toprankers’ unwavering commitment to making education more affordable and accessible to millions of students nationwide. Through innovative approaches and dedicated efforts, Toprankers has significantly enhanced the learning experiences of countless individuals in the field of unconventional careers empowering them to achieve their academic goals.

    The episode titled, “Toprankers: Raising the Bar” captures the innovation, and determination of the co-founders to solve the problem of every household which is around discovering the right career opportunity and following one’s passion which can also be beyond engineering and medicine.

    Commenting on the release, Edstead, founder Shekhar Bhattacharjee expressed, “The entire objective behind producing this series was to illuminate the transformation of education into an affordable and accessible realm for millions. The series not only captures the highs and lows of the tech sector but also underscores its ongoing commitment to creating a positive impact. Toprankers’ journey featured prominently in the documentary, serves as a testament to the organisation’s dedication to providing quality education and leaving a lasting impact on the educational landscape in India. “

    “At Toprankers, our goal has always been to help students discover new-age careers, assist them with well-analyzed resources, and skills and develop them comprehensively. Career choices like Law, Management, Design, Judiciary and more, have a low market acceptance, to overcome this mindset and help the students here, we started with Toprankers. We have impacted the lives of over 1 L students and will continue to do so. This recognition underscores the dedication of our team and the triumph of our students nationwide.” said Toprankers CEO & co-founder Gaurav Goel.

    ‘The Indian EdTech Story’ delves into the highs and lows of the edtech journey, highlighting the pivotal role played by organisations like Toprankers in driving meaningful transformations within the sector. By showcasing success stories and illustrating the broader impact of edtech initiatives, the series underscores the importance of leveraging technology to enhance learning outcomes and foster accessible education for all.

    The series is now live on Disney+ Hotstar and across Edstead’s digital channels.

  • “Our Erase Valentine’s Day campaign secured a reach of 108 million along with 300Mn impressions”: Mondelez’s Nitin Saini

    “Our Erase Valentine’s Day campaign secured a reach of 108 million along with 300Mn impressions”: Mondelez’s Nitin Saini

    Mumbai: Cadbury 5 Star’s ‘Erase Valentine’s Day’ campaign has achieved remarkable success this Valentine’s Day, featuring a daring mission to eliminate the mushy celebrations within a single minute. The brand introduced a time-travel vessel set to cross the international date line on 14 February, spearheaded by content creators Tanmay Bhat and Samay Raina from the control room in Mumbai.

    The exciting journey was streamed live on YouTube, inviting viewers to witness the volunteers navigate through the Samoan seas and erase Valentine’s Day from existence. As the vessel approached the date line, Bhatt and Raina led a countdown, marking the successful completion of the mission. The campaign resonated deeply with the brand’s core target group i.e the Gen Z demographic.

    Indiantelevision.com caught up with Mondelez India’s CMO Nitin Saini where he shared the idea and the kind of strategy that was used to implement this campaign.

    Edited excerpts

    On the idea of using Cadbury 5Star to erase Valentine’s Day come about

    Cadbury 5 Star, through its brand communication over the years, has become synonymous with easy going indulgence and the philosophy of Do Nothing. The brand, through all its campaigns has taken a counter-culture stance. It has stood as a playful reminder that in today’s world defined by ‘hustle’ culture, it is important to “chill” and savour the free moments.

    Even for the occasion of Valentine’s Day, Cadbury 5Star has consistently supported individuals/singles who feel disenchanted with the ‘Day of Love’ and prefer to spend the occasion doing nothing. The decision to launch the Valentine’s Day campaigns every year for Cadbury 5 Star was driven by comprehensive market research, which underscored the enduring significance of chocolates during this occasion. The brand has consistently used Valentine’s Day as an occasion to drive relevance and engagement through clutter-breaking campaigns and limited-edition packs. By showcasing the idea of ‘doing nothing’ as a valid and enjoyable option through campaigns like ‘Erase Valentine’s Day’, we provide support to those seeking an alternative Valentine’s Day experience.

    Building on the success of last year’s endeavor to help escape the mush, the brand along with its volunteers introduced the world’s first ever ‘time travel vessel’, a ship named F.N.S. Cringe Vinash, with a mission to Erase Valentine’s Day. The ship was sent to cross the International Date Line between American Samoa and Samoa at exactly 11:59 pm on 14 February 2024 (American Samoa Time), thereby crossing the 24-hour threshold and setting foot into 15 February, 12:00 am – the local time on the other side of the International Date Line thus, skipping 24 hours of Valentine’s Day in a single minute. To add a layer of laughter and entertainment, we got Tanmay Bhat and Samay Raina to helm the mission in the control room in Mumbai. This live event was a rollercoaster of laughs and personal stories, as we witnessed the brave volunteers cross the International Date Line— erasing Valentine’s Day for all those who want to skip the day. Viewers even got in on the action, voting for the cringiest things they have witnessed, while the volunteers on the ship dialed in the stream via a live video call and spoke about their own personal anecdotes adding an extra layer of hilarity to the mix.

    On sharing insights into the creative process behind developing the storyline for this campaign

    The concept for this year’s Cadbury 5 Star campaign stemmed from a quest to take unconventional celebrations to new heights and embrace the counter-culture. The objective was to challenge the standard norms of Valentine’s Day by offering an escape from the day entirely for singles who feel disenchanted with the ‘Day of Love’ and prefer to spend the occasion doing nothing. Collaborating with Ogilvy and bringing legendary space scientist Nambi Narayanan on board, we devised a creative narrative involving a ‘time travel vessel’ to skip 24 hours of Valentine’s Day in a single minute. Every ‘Do Nothing’ campaign on 5 Star has been loved by audiences and this year’s campaign has received a lot of love as well.

    On the decision to involve Tanmay Bhat and Samay Raina as hosts for the commentary booth

    The vibrant energy and cheeky humor of Tanmay and Samay which was perfectly tethered by their comedic camaraderie fit in well with the playful spirit of our brand. By involving Tanmay and Samay as hosts for the commentary booth, we wanted to infuse our campaign with an extra layer of entertainment and laughter, ensuring that viewers have a memorable and enjoyable experience as they witness this groundbreaking mission unfold.

    On the challenges did the whole team faced during its journey through time

    During the live stream on February 14th (India time), the ship’s captain mentioned to the hosts – Tanmay Bhat and Samay Raina that they were running 60 seconds behind schedule due to strong currents from the West near Samoa, requiring efforts to stabilize the vessel. Nevertheless, the ship successfully crossed the 24-hour threshold, arriving on February 15th, 12:00 am thus erasing Valentine’s Day as planned.

    On Cadbury planning to measure the success of this marketing campaign

    We evaluate the effectiveness of marketing campaigns by monitoring various key metrics. These include metrics related to consumer engagement, such as reach, engagement, and ad viewing duration on digital platforms. Overall, our campaign was received very well with 99% positive sentiments from audiences. Across social media platforms, our Erase Valentine’s Day campaign secured a reach of 108 million along with 300Mn impressions. Further, as on Google, the campaign garnered a 174MM reach, 866 MM impressions and 114 MM+ views.
    The YouTube livestream with Tanmay and Samay on 14th February was received extremely well, reaching over 65 Million people. The live stream garnered more than 1.6 million views, 35k+ concurrent viewers, and over 15,000 comments— with 70% of the viewers being within our core target group of 18-34 year old individuals.