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Tag: Deepika Padukone

  • Levi’s launches new campaign ‘For Now, For A Lifetime’

    Levi’s launches new campaign ‘For Now, For A Lifetime’

    Mumbai: It takes just seven seconds to turn a “yes” into a “no”, before a decision made from instinct gives way to logic, reason, and hesitation. Every experience born from saying “yes” opens something hidden within each of us, unlocking something new– from what moves us, what makes us and even what we can’t stand. Today, the iconic Levi’s® brand launched its campaign “For Now, For A Lifetime” that celebrates these moments and how they go onto be memories that stay with us, and ultimately shape each and every one of us.

    The brand’s “For Now, For A Lifetime” campaign captures what following your instinct looks like. The film, inspired by real-life moments and instances, starts with Deepika Padukone sneaking away from a set, hopping into an auto-rickshaw and disappearing into the night. Her impromptu adventure becoming the thread that ties together characters’ experiences from ordinary to extraordinary moments, capturing a spectrum of emotions from joy, to the rush, laughter, but also the calm and bittersweet.

    In pairing a dark denim shirt and lighter high-loose jeans or a perfectly coordinated, jumpsuit like look, Deepika Padukone brings a fresh & modern take to denim in this new campaign. Anchored by iconic product – timeless, but always on trend blue jeans, the for-all-seasons trucker jacket and a wide range of much-loved graphic tees.

    “The ‘For Now, For A Lifetime’ campaign is an embodiment of what it truly means to Live in Levi’s® and how our product is so deeply woven into our consumers’ lives. This campaign, featuring Deepika Padukone, is a celebration of moments when you can truly be your most authentic self. Enabling this for our consumers is what we strive to do, from how we create our product to how we bring it alive for our consumers,” said Levi Strauss & Co senior VP & managing director South Asia-Middle East, Africa and Non-EU markets (SAMEA) Amisha Jain.

    The campaign is a showcase of the brand’s new offerings. Expanded ranges of relaxed & baggy fits for men & women, Overdyed & coloured jeans play into consumers looking to denim as an extension of their self-expression. From cargo pants to chinos, varsity jackets to sweatshirts and pretty blouses for her to statement shirts for him, the Levi’s® brand continues to build on its product legacy and heritage while meeting constantly evolving fashion-conscious consumers with on-trend & relevant products.

  • Viacom18 Studios & Marflix onboard Black White Orange for exclusive merchandise licensing

    Viacom18 Studios & Marflix onboard Black White Orange for exclusive merchandise licensing

    Mumbai: Viacom18 Studios and Marflix’s ‘Fighter’ is one of the most anticipated films of 2024. Directed by Siddharth Anand, ‘Fighter’ marks a milestone as India’s first aerial action franchise. Starring superstars Hrithik Roshan, Deepika Padukone, and Anil Kapoor, the film promises to deliver heart-pounding action sequences, captivating visuals, and an unforgettable cinematic experience. An ode to the valor of the Indian Air Force, the film will release on the eve of India’s 75th Republic Day on 25 January 2024.

    Black White Orange, a leading licensing and brand solutions agency in India, has been appointed as the Licensing Partner by Viacom18 Studios for ‘Fighter.’ Known for its expertise in designing, curating and developing merchandise and licensing programs for entertainment properties, it will collaborate closely with the ‘Fighter’ Movie to bring a wide range of exclusive merchandise to fans and enthusiasts. From apparel and accessories to collectibles and memorabilia, this partnership aims to provide fans with an immersive experience beyond the big screen. The range will also be available on the D2C brand www.a47.in, a label that celebrates India & its achievements through official merch like ISRO, Indian Infantry, and our indigenous IAF aircraft LCA Tejas.

    Commenting on the partnership, Viacom18 Studios COO Ajit Andhare said, “Fighter is a highly anticipated film that pushes boundaries as India’s first aerial action franchise, and we are excited to bring its captivating world to life beyond the screen. Viacom18 Studios is happy to partner with Black White Orange as the exclusive Licensing Partner for ‘Fighter’s’ merchandise line. Through a meticulously crafted collection of apparel and accessories, fans will have the opportunity to immerse themselves in the thrilling universe of ‘Fighter’ and own exclusive items that pay homage to the valor of the Indian Air Force and the iconic characters of the film. We urge everyone to get ready to embark on this extraordinary journey with ‘Fighter’ and indulge in the excitement it brings!”

    Expressing his thoughts on extending the “Fighter” experience beyond the big screen, Director Siddharth Anand shares, “We want to leave no stone unturned to make this experience a memorable one for our audience. Thus, Mamta Anand, the producer on ‘Fighter,’ was very keen on coming up with a merchandise line for our film ‘Fighter.’ She then planned with Viacom 18 to engage in an exciting collaboration with Black White Orange, who will now help us bring our envisioned ‘Fighter’ experience to life. With our unique merchandise line, fans will get a one-of-a-kind opportunity to truly immerse themselves in the world of ‘Fighter,’ celebrating the unwavering valor of the Indian Air Force.”

    Black White Orange Brands Pvt. Ltd CEO & founder Bhavik Arora added, “Fighter is not just a film; it’s an experience that celebrates the Indian Air Force, and we are thrilled to have been entrusted by Viacom18 Studios to bring their vision to life on merchandise. Through our partnerships, BWO will create a high-quality and aspirational merchandise program that will allow fans to connect with the film on a deeper level. We are also excited to launch the ‘Fighter’ range on our own D2C platform, www.a47.in, a brand that celebrates the rich pop culture of India, and it will be great to see the ‘Fighter’ collection alongside our official merch for ISRO and units of the Indian Armed forces. With our expertise and commitment, we aim to deliver an exceptional experience for fans and further elevate the captivating world of ‘Fighter.’”

    The goal of this collaboration with Black White Orange is to create an engaging and immersive brand experience for the fan base of all ages by exploring several licensing and retail partnerships across India.

  • Celebrity-owned beauty brands trump endorsements by celebrities

    Celebrity-owned beauty brands trump endorsements by celebrities

    Mumbai: Latest data from YouGov shows that celebrity beauty brands are popular among people and more than three in five urban Indian consumers (62 per cent) say they have ever tried a beauty brand (skin, hair, nail, or makeup) owned by a celebrity.

    Among the various generations, millennials were most likely to say they have ever tried celebrity beauty brands (69 per cent).

    When it comes to trust, slightly over a fifth of urban Indians (22 per cent) said they trust celebrities with beauty brand endorsements, while a slightly higher percentage (28 per cent) trust them with advocacy of beauty brands owned by them. However, a large proportion (45 per cent) does not trust them with any kind of beauty endorsements- for self-owned or other brands.

    The data shows that consumers seem divided on their opinion of a celebrity’s influence on their purchase decision. A third say they are more likely to buy from a beauty brand endorsed by a celebrity (32 per cent), and another third disagree with this view (33 per cent). But when a brand is owned by a celebrity, they are more likely than unlikely to buy it.

    Interestingly, when it comes to comparison with influencers, consumers are more likely to say they trust influencers over celebrities for product recommendations (38 per cent vs 27 per cent). However, when the comparison is with Hollywood celebrities, urban Indians are more likely to trust Indian celebrities.

    Among those who have tried celebrity-owned beauty brands, 27 per cent claim they have had a bad experience but 45 per cent have not. The high price of products was the biggest reason for a sour experience with celeb brands (68 per cent), followed by poor quality products (38 per cent) and misleading information or false claims (28 per cent).

    When it comes to awareness of celebrities that own beauty brands, Deepika Padukone leads the table, with over a third of urban Indians (34 per cent) saying they are aware of her owning a beauty brand.

    Katrina Kaif and Priyanka Chopra follow in second (at 32 per cent) and third (30 per cent).

    On the trust barometer, Katrina Kaif comes on top, with almost a quarter saying they trust her (23 per cent). Deepika Padukone is a close second (at 22 per cent). One in five trust Hritik Roshan (20 per cent), and just as many (19 per cent) claim they trust Priyanka Chopra.

    It is interesting to see Hritik Roshan score high on awareness and trust in an industry dominated by women.

    Even though Alia Bhatt and Anushka Sharma do not own any beauty brands, people associate them with this category and a sizeable proportion trusts them with recommendations, a great advantage should they want to start their own line.

    Methodology: YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. This data is based on a survey of adults aged above 18 years in India with a sample size of 1005 respondents. The survey was conducted online in August 2023.

  • Deepika Padukone’s 82°E unveils ‘Feels like home’ campaign

    Deepika Padukone’s 82°E unveils ‘Feels like home’ campaign

    Mumbai: Deepika Padukone’s self-care brand, 82°E, has unveiled its inaugural campaign film, “Feels Like Home,” celebrating the joy of practising simple acts of self-care.

    The film brings to life the ethos of 82°E in a visual collage where self-care meets skincare. The visuals capture women practising everyday self-care rituals while also caring for their skin. Real, unfiltered voices of women tell us how these rituals are simple, joyful, and feel like home.

    The 60-second brand film can be viewed on 82°E’s social media channels: Instagram, Facebook, and Youtube.

    The campaign slogan, “Feels like home,” encapsulates the sentiment and emotion associated with self-care while also building a connection with the brand’s name. Inspired by the standard meridian that passes through India, 82°E brings out the geographical aspect of home while the creative interpretation brings to life the feeling of it.

    An extension of Padukone’s beliefs, 82°E supports a holistic approach to self-care. The brand is on a mission to inspire its audience to connect with their truest, most authentic selves through joyful and effective self-care practices.

    Commenting on the campaign film, Padukone said, “Practicing simple acts of self-care consistently helps me stay grounded and enables me to feel my most centred. With 82°E, the hope is to inspire us all to prioritise our well-being by practising acts of self care that are simple, joyful, effective, and evoke the feeling of ‘home.’ Through our inaugural campaign, “Feels like home,” we bring to life the geographical aspect of home, as also captured in our brand name, alongside the creative interpretation of the emotion, all while staying true to the product promise.”

    Spring Marketing Capital founder and creative partner Arun Iyer said, “It has been a privilege to bring alive the world of 82°E. From the beginning, this project pushed us to dream and break the traditions of perfection in the category. Each product, although simple, is exquisite, rooted in Indian ethos with a global outlook. We had to bring the brand to life with the same level of craftsmanship. Our campaign thought, “Feels like home,” is brought to life via authentic, unfiltered voices while building a solid connection with the brand name.”

    IDEO executive director for global beauty Heather Boesch said, “It has been a joy to serve as a global strategic partner for 82°E since its inception. The brand is genuinely committed to elevating self-care as part of overall well-being. And while it is born in India, 82°E is for the world, and we have worked side by side with its co-founders and partners to ensure that every facet of the brand, from its products to its messaging to its aesthetics, reflects the brand’s core philosophy: rooted in India and global in its outlook and appeal. We can’t wait for the whole world to fall in love with 82°E.”

  • Meesho ropes in Ranveer Singh, Deepika Padukone for upcoming festive sale

    Meesho ropes in Ranveer Singh, Deepika Padukone for upcoming festive sale

    Mumbai: Internet commerce platform Meesho has announced its upcoming “Mega Blockbuster Sale” campaign that onboard nine celebrities including Ranveer Singh, Deepika Padukone, Rohit Sharma, Rashmika Mandana, Kapil Sharma, Trisha Krishnan, Karthi Sivakumar, Ram Charan and Sourav Ganguly. This is in line with the company’s efforts to go deeper and build local relevance with customers across Bharat.

    The campaign aims to position Meesho as India’s biggest marketplace where you can access a variety of products from local markets across the country. The idea was to create a visual world representing celebrities as sellers of various categories, spreading awareness about the company’s unique value proposition of quality products at lowest prices. Through these films, Meesho aims to showcase how shopping on the company’s app mirrors the enjoyable, real-world experience of physical markets. The nine celebrities have a pan-India fan following and are at the top of their craft and careers, aligned with Meesho’s values.  WIth a total of 12 films, each master is shot in Hindi, Tamil, Bengali and further amplified in other regional languages like Marathi, Malayalam, Kannada, Telugu and Gujarati.

    User Growth CXO Megha Agwarwal said, “Through this campaign we are not only looking to target the average 125 million existing monthly users on our platform but every Indian who is looking to shop for their festive needs at affordable prices without compromising on quality. Simultaneously, sellers will have the whole of India to cater to, giving them a chance to build on their customer base.”

    “The celebrities we are engaging with as part of the “Saal ke Sabse Kam Daam” campaign enjoy tremendous love and affection across the country, which helps us in communicating the offerings to our customers and the opportunity to our sellers in the best possible way,” she added.

    Commenting on his association with Meesho for the campaign, actor Ranveer Singh said, “Fashion has seen rapid evolution in the past two years. Everyone is now trying to experiment and develop their personal sense of style. In that light, I am elated to be associated with a platform like Meesho, which is helping local sellers across various different categories to bring their products forward. Not only will you be able to find the perfect gifts for your friends and family at the most affordable prices, there is also no compromise on quality. And through Meesho’s industry-first tenet, your choice will help make the festive season great for local sellers.”

    Cricketer Rohit Sharma said, “It gives me great pride to associate with Meesho and play a key part in supporting the local economy. The brand provides local sellers with a powerful platform to scale their business. Also, the wide range of products at pocket-friendly price points makes it the preferred choice for customers. I look forward to working closely with the team.”

    Meesho, recently strengthened its regional foothold by adding eight new languages on the app—Bengali, Telugu, Marathi, Tamil, Gujarati, Kannada, Malayalam, and Odia.

  • I&B minister Anurag Thakur announces sops for shooting of foreign films in India

    I&B minister Anurag Thakur announces sops for shooting of foreign films in India

    MUMBAI: Union Minister for Information and Broadcasting Anurag Thakur on Wednesday inaugurated the India Pavilion at Cannes Film Market ‘Marche du Film’.

    To make the country a favourite destination for foreign films, Thakur also unveiled two schemes to incentivize the shooting of foreign films and foreign co-productions with India. The two schemes viz Incentive Scheme for Audio-Visual Co-production and the Incentive Scheme for Shooting foreign films in India are aimed at unleashing the potential of India’s media and entertainment industry.

    Talking about the aspects of the incentives, the minister said that for official co-productions, international film production companies can claim a reimbursement of up to 30 per cent on qualifying expenditure in India subject to a maximum of Rs 2 crore. Foreign films shooting in India can claim an additional 5 per cent bonus up to a maximum of Rs 50 lakhs (USD 65,000) as additional reimbursement would be granted for employing 15 per cent or more manpower in India.  

    The schemes will provide an impetus to global collaborations with India and attract investment from foreign filmmakers and help promote India as a filming destination, the Minister said.  

    Expounding the deep social roots of Indian cinema Thakur said that creativity, excellence, and innovation in Indian cinema have developed hand in hand with sensitive treatment of subjects of social and national importance. “While reflecting the values, beliefs, and experiences of the Indian people, Indian cinema has also showcased their hopes, dreams and achievements. While being rooted in Indian culture, the Indian film industry has grown to acquire a universal character. And while preserving our age old stories, the India film makers are innovating in their art of storytelling through use of technology”, the Minister added. “Indian cinema is not only the story of a 6000 year old civilisation, not only the story of 1.3 billion tales but also the story of human talent, triumph and the trajectory of New India narrated through your lens,” the Minister remarked.

     “Bharat ka cinema, daurna chahta hai, udna chahta hai Bus rukna nahi chahta”, paraphrasing a dialogue from the movie ‘Yeh Jawani Hai Diwaani’, Thakur said that through the beautiful journey Indian cinema has inspired global film makers and also been inspired by them and 2020s are the best time to make art and films in India.

    Indian cinema is undergoing a paradigm shift, he said and added, “Over the last few years, the streaming revolution has taken the country by storm, and the popularity of digital/ OTT platforms has changed how films are created, distributed and consumed. Consumers of global and Indian cinema have more choice than ever before”.

    Speaking on the strong intent of the government to make India a favourite filming destination, Thakur said, “We have a strong intellectual property regime, and the digital medium now complements the other more established modes of consumption and dissemination such as theatres and movies. This has brought about a democratisation of consumer choice like never before, and our government is intent on preserving this via support to the creative industries.”

    Crediting the film restoration work for its scale, Thakur said that the government has embarked on the world’s largest film restoration project under the National Film Heritage Mission and as part of this drive, 2200 movies across languages and genres will be restored to their former glory.

  • India possesses immense potential to become the content hub of the world: PM Modi

    India possesses immense potential to become the content hub of the world: PM Modi

    Mumbai: India’s prime minister Narendra Modi has expressed happiness on the country’s participation as ‘Country of Honour’ at the Cannes Film festival this year. In a message, the prime minister noted that India’s participation comes at the momentous meeting of celebration of 75 years of India’s independence, 75th anniversary of Cannes Film Festival and 75 years of diplomatic relations between India and France.

    Positioning India as the largest film producing country in the world, PM Modi said that multifariousness of the country’s film sector is remarkable and rich heritage and cultural diversity are its strengths. “India has a lot of stories to be told and the country truly possesses immense potential to become the content hub of the world,” the prime minister added.

    Reiterating India’s commitment to improve ease of doing business in the film sector, PM Modi said that from facilitating international film co-production to ensuring single window clearance mechanism for permissions for filming across the country, India offers seamless possibilities to filmmakers of the world.

    The prime minister further expressed happiness that a Satyajit Ray film has been restored for screening in the Cannes Classic Section as India celebrates the birth centenary of the maestro.

    Among one of the many firsts, startups from India will showcase their strengths to the cine-world. The prime minister expressed confidence that India pavilion will display facets of Indian cinema and promote international partnerships and learnings.

    India is the official Country of Honour at the upcoming Marche’ du Film, that is organised alongside the 75th edition of Cannes Film Festival in France which kicked off on Tuesday. Actress Deepika Padukone is one of the jury members at the Cannes Film Festival. The Country of Honour status ensures India’s presence as Focus Country at the opening night of Marche du Film being organised at the Majestic Beach with spotlight on India, its cinema, its culture and heritage.

    India is also a Country of Honour at the Cannes Next, under which five new startups would be given an opportunity to pitch to the audio-visual industry. Ten professionals will participate on the Animation Day networking. As a major highlight of India’s participation at this edition of Cannes Film Festival, the world premiere of the film “Rocketry” – produced by R Madhavan – is scheduled to be showcased at the Palais des Festivals of the market screening on 19 May.

    The Indian delegation is led by union minister Anurag Thakur and consists of film celebrities from across the country.

  • adidas reaffirms its commitment to women in sport in latest campaign

    adidas reaffirms its commitment to women in sport in latest campaign

    Mumbai: Driven by the belief that sport has the power to change lives, sportswear company adidas announced support for those women athletes who are breaking down barriers and driving gender equity, on and off the field of play, with the announcement of ‘its biggest ever commitment to women.’

    This sports season will see the brand launch major new women-focused innovations, alongside enhanced support for established and emerging athletes, and new grassroots programs, the sportswear manufacturer said in a statement. It has accelerated its mission to create ‘real, lasting change for women in sport, powered by the attitude of – Impossible Is Nothing,’ the brand said.

    While this campaign will globally be launched with a film series featuring a diverse portfolio of eminent women from sport, fitness, and lifestyle, the Indian campaign will see the likes of Deepika Padukone, Mirabai Chanu, Lovlina Borgohain and a host of other inspiring women. Joining forces with them, the brand will continue to push for real, lasting change by making the sport more accessible and inclusive for all women in India, according to adidas.

    “Impossible Is Nothing isn’t just a campaign – it’s our brand attitude; the essence of who we are and what we stand for,” said brand adidas India senior director Sunil Gupta, speaking on the launch. “In 2022 we reaffirm our commitment to women. And as part of this commitment, this season’s Impossible Is Nothing campaign is led by the stories of women who have made their impossible possible, with the aim of inspiring others to do the same under the “I’m Possible” message. adidas will continue to be their ally, committed to serving them through innovation in our products and partnerships.”

    The commitment, launched alongside the latest chapter in the brand’s ‘Impossible Is Nothing’ campaign, sees key focus areas such as major investment in women-focused product innovation to recognise and meet the specific needs of women in sport. For instance, in December, the brand introduced Ultraboost 22, built to address differences between male and female instep height, heel anatomy and gait cycle trends.

    The brand said it will continue to support women by encouraging them to create new possibilities through powerful messaging from their women athlete partnerships which include – Mirabai Chanu, Lovlina Borgohain and Hima Das, who will use the voice of their experiences to inspire women everywhere to build a future in sports.

     

  • Deepika Padukone turns Secret Santa for Cred

    Deepika Padukone turns Secret Santa for Cred

    Mumbai: This holiday season, credit card bill payment platform Cred and Bollywood actor Deepika Padukone are set to add an extra dash of cheer to the festive season, as the latter dons the avatar of #CredSanta to bring a range of exclusive offers, rewards, fun games and more. 

    The campaign will extend from 24 December to 2 January 2022 as part of ‘Cred Cheer Days,’ said the company.

    “I am delighted to be the CredSanta and partner with Cred to bring joy, happiness and dollops of magic for its members this festive season. I hope that the rewards and special jackpots we have planned will bring smiles and cheer as we end 2021 and look forward to 2022 with hope and optimism,” said Deepika Padukone. “I am ready with my bag of goodies to spin magic so keep watching the Cred app closely,” the actor added.

    As part of the campaign, Cred along with Deepika will be hosting daily activities and Jackpots where members will stand a chance to win exclusive gifts that range from items that are part of the actor’s closet to bitcoins. Cred members can win rewards and cashbacks worth over Rs 100 crore, stated the brand.

    To add on to the Christmas cheer, Cred has also launched an Acapella Video.

     

     

    “This is also the season for giving and our Cred Santa has you covered there as well. Kickstart 2022 with positivity – on January 1st 2022 tweet #CredSanta and we will donate for a charitable cause on your behalf,” the brand stated.

  • Sportswear giant adidas partners with Deepika Padukone

    Sportswear giant adidas partners with Deepika Padukone

    New Delhi: Global sportswear giant adidas has partnered with actor and youth icon, Deepika Padukone, who will now work closely with the brand on their common commitment towards fitness, both physical and emotional.

    “Sport being an integral part of her life, Padukone embodies strength and resilience like no other while also encouraging millions around the globe. Together we will create a powerful synergy as the two share similar values,” said the brand on Thursday.

    Padukone will take forward the brand’s attitude of ‘Impossible is Nothing’, and the partnership will aim to work towards breaking barriers and limitless possibilities, inspiring both current as well as future generations.

    “Being an athlete and playing sport has played a tremendous role in shaping my personality and helping me become the person I am today. It has taught me values that no other life experience could have. Today, fitness, both physical and emotional, are an integral part of my lifestyle. I am absolutely honored and delighted to be partnering with one of the world’s most iconic brands, Adidas,” said Deepika Padukone.

     

     
     
     

     
     
     
     
     

     
     

     
     
     

     
     

    A post shared by adidas India (@adidasindia)

     

    With Padukone joining adidas’ powerful roster of women athletes and partners around the globe, adidas also strengthens its focus on democratising and diversifying sport for women through inspiring personalities.

    “As a global youth icon and someone who champions mental well-being and personal betterment, Deepika fits in beautifully with the brand’s ambition of creating positive change through sports and movement. We are thrilled to have Deepika join the adidas family and together we hope to inspire more women to see and realize their possibilities,” said Brand adidas (India) senior director Sunil Gupta.