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Tag: Disha Patani

  • Pulse on point as DS Group proves culture is the sweetest strategy

    Pulse on point as DS Group proves culture is the sweetest strategy

    MUMBAI: When a candy meant for grown-ups causes a social media frenzy and movie stars post about it for free, you know you’ve struck marketing gold. That’s precisely what DS Group sr. vice president of corporate marketing Rajeev Jain laid out in his eye-opening session at Goa Fest 2025 titled ‘Cultural Marketing Can Be a Winner: Pulse Candy a Case Study’.

    Jain opened with a powerful quote from CK Prahalad, “While it is true that multinationals will change emerging markets forever, the reverse is also true.” And Pulse, it turns out, is a case of the latter, an unapologetically Indian brand that rewrote the rules of candy marketing.

    The secret sauce? Culture. Not just flavours, but deep-seated values and norms. Jain drew parallels from around the globe: how Coca-Cola supported Saudi women driving under its “Keys of Change” campaign, or how Nescafé cracked Japan by first selling coffee-flavoured toffees to build a taste habit among kids who grew into coffee-loving adults.

    Pulse did something equally audacious back home.

    Backed by two years of intense R&D, Pulse launched a centre-filled candy that catered to Indian palates think tang, spice, and chatpata chaos. It wasn’t your average sweet treat. It was a nostalgia bomb, a street-side snack, and a meme-worthy munch all rolled into one.

    The brand boldly went where few dare: marketing candy to adults. “Why should kids have all the fun?” wasn’t just a slogan, it was a war cry. And consumers responded with their thumbs generating a flood of user-generated content without a rupee spent on influencer tie-ups.

    Case in point? Disha Patani posting about Pulse on her own. “That’s when we knew we weren’t just in the candy business,” said Jain. “We were in the cultural relevance business.”

    The talk underscored a central truth: great cultural marketing isn’t loud, it’s resonant. Pulse didn’t follow trends; it tapped into India’s taste DNA. The result? A product that felt tailor-made for the local market yet had the swagger of a global disruptor.

    In a world flooded with algorithm-driven campaigns and AI-generated creatives, Pulse’s story is refreshingly analogue, it’s about listening before selling, and tapping into what people crave emotionally, not just gastronomically.

    At a fest packed with tech talk and future-forward buzzwords, Jain’s candy-coated case study reminded everyone that flavour still wins when it hits the culture nerve just right.

  • Movado Group unveils new campaign for Calvin Klein watches

    Movado Group unveils new campaign for Calvin Klein watches

    Mumbai: Movado Group has unveils the Fall 2024 campaign for Calvin Klein watches starring model Disha Patani. Directed and shot by Stas Komarovski, the campaign spotlights the new collection’s sleek and minimalist timepieces.

    “It’s always a pleasure connecting with the Calvin Klein team for these campaigns,” said Disha Patani. “I’ve been a fan of the brand for as long as I can remember, and I feel such an authentic connection to all their products. I love this season’s watches – they are bold yet delicate and add polished style to any outfit.”

    “We are proud to continue the relationship with Disha for our new seasonal watch campaign. She effortlessly blends contemporary fashion with classic beauty,” said Movado Group’s global general manager, Calvin Klein watches and jewelry, Caterina Miduri. “Her energy and confidence brings our Fall 2024 watch collection to life as her presence in the campaign perfectly mirrors the bold personality and sensuality of our timepieces.”

    In the campaign, Disha showcases new timepieces that reflect Calvin Klein’s modern aesthetic. The CK Pulse watch features a geometric-inspired case and a minimalistic sunray dial with a mesh bracelet, creating a contemporary silhouette. The Twisted Bezel watch includes crystal embellishments and an emerald green sunray dial for contrast. The Gleam watch has a soft gray sunray dial and a coin-edge texture on its rose gold bezel, which extends down the center of its sculpted bracelet links.

  • SOFIT unveils Disha Patani as brand ambassador

    SOFIT unveils Disha Patani as brand ambassador

    Mumbai: SOFIT, India’s leading plant-based drink from Hershey India Pvt Ltd., a part of The Hershey Company, has unveiled its new digital film promoting SOFIT Almond drink featuring brand ambassador and fitness icon Disha Patani. The film highlights Disha’s personal fitness mantra and reinforces SOFIT’s proposition that ‘Fit is Fab’. Through Disha’s workout routine, the brand intends to inspire consumers to embrace their own path towards health and wellness and make SOFIT Almond drink their preferred choice in this journey.

    The film opens with Disha Patani receiving texts from her massive fanbase, asking for her diet regime, fitness tips, favorite exercises and more. As she gets ready for her workout, her phone buzzes continuously with questions and compliments. Following a diverse range of workouts, Disha heads to her fridge and grabs SOFIT Almond Drink. She is shown relishing it and then reveals that incorporating SOFIT Almond Drink in her daily diet helps her stay fit from the inside and fabulous on the outside. The film concludes with the director calling “cut”, but Disha continues to savour her drink, showcasing her genuine love for SOFIT Almond Drink.

    Commenting on the new film, Luigi Mirri, General Manager, Hershey India & APAC stated, “For Hershey India, SOFIT is a brand of strategic importance, representing our commitment to promoting a healthy lifestyle. Consumers are prioritizing their health more than ever and the demand for plant-based beverages and their numerous health benefits is on the rise.  As the market leader in the dairy-alternative milk category, we are excited to unveil the new film featuring our brand ambassador Disha Patani, further solidifying our leadership and strengthening our market position.”

    Speaking about the film, Disha Patani said, “As someone deeply passionate about fitness, maintaining a healthy lifestyle is incredibly important to me. That’s why I am always look on the lookout for products that truly make a difference in my life and fitness journey. SOFIT Almond Drink easily fits into and enhances my wellness routines, whether it’s after workouts or morning runs, or when I simply need something nutritious during a busy schedule.”

    SOFIT is a delicious plant-based drink packed with the goodness of plant protein and dietary fiber. It offers two ranges of plant-based drinks including Almond drink and Soya drink, and comes in indulgent and exciting flavors. The almond drink comes in Unsweetened and Chocolate flavor. The soya drink comes in 4 flavors – Chocolate, Vanilla, Naturally Sugar Free and Kesar Pista.

  • Prime Video announces global streaming premiere of Kalki 2989 AD

    Prime Video announces global streaming premiere of Kalki 2989 AD

    Mumbai: Prime Video entertainment destination, announced 22 August 2024 as the global streaming premiere of the Telugu action-adventure blockbuster Kalki 2989 AD. Directed by the visionary Nag Ashwin, this cinematic spectacle is brought to life through stellar performances from an ensemble of distinguished actors, including Prabhas, Amitabh Bachchan, Kamal Haasan, Deepika Padukone, and Disha Patani. Produced by Priyanka Dutt, C. Aswani Dutt, and Swapna Dutt under the banner of Vyjayanthi Movies. After a record-breaking theatrical run, Kalki 2989 AD will stream on Prime Video in India and over 240 countries and territories on 22 August in its original language, Telugu, with dubs in Tamil, Kannada, and Malayalam, and subtitles in English. Kalki 2989 AD marks the latest addition to the Prime membership. Prime members in India enjoy savings, convenience, and entertainment, all in a single membership for just ₹1499/year.

    Set in a post-apocalyptic world in 2898 AD where nature has vanished and darkness prevails, this marks the first installment in the Kalki Cinematic Universe.

    “Kalki 2898 AD has captivated audiences with its immersive storytelling and visionary portrayal of a post-apocalyptic future. The film’s compelling narrative brought to life by stellar performances by its magnificent cast, and its evocative depiction of a dystopian world have struck deep chord with viewers as it witnessed monumental success at the box office,” said Manish Menghani, Director – Content Licensing, Prime Video India. “. Starting 22 Aug, we invite viewers worldwide to experience this meticulously crafted magnum opus mythological epic, in its original language Telugu and in dubs in Tamil, Kannada and Malayalam on Prime Video. “

    Applauded for his powerful performance as Bhairava, a bounty hunter, Prabhas shares, “Working on Kalki 2898 AD with a visionary director like Naga and an exceptional cast has been truly exhilarating. The film not only pushes the boundaries of storytelling with its blend of mythology and futuristic elements but also delves deep into the complexities of human nature. Portraying Bhairava, a character driven by strength and conviction, has been incredibly rewarding. After all the love that Kalki 2898 AD has received from audiences in theaters, I cannot wait for its global premiere on Prime Video. I hope viewers will enjoy watching it as much as we enjoyed making it.”

    Sharing his thoughts on the global streaming premiere C. Ashwani Dutt, producer of Kalki 2898 AD said, “Following a triumphant box office run and an overwhelming response from audiences of all ages, Vyjayanthi Movies couldn’t have asked for a more special way to celebrate its 50th year. Kalki 2898 AD will be streaming on Prime Video for a worldwide audience in its original language Telugu and with dubs in Tamil, Kannada and Malayalam. We are thrilled for viewers to experience the Kalki universe, with its impactful performances and a narrative that is both visually stunning and deeply gripping, leaving the audience eager for more.”

    Director Nag Ashwin said, “With Kalki 2898 AD I was keen to create a cinematic experience that breaks new ground, transcends traditional boundaries, and shares our cultural mythology on a global scale. The overwhelming success of the film at box offices worldwide is truly humbling. It signifies the universal appeal of films that are deeply rooted in Indian mythology. While it has received immense love in theaters, I am thrilled for Kalki 2898 AD to now stream on Prime Video, reaching an even larger audience worldwide.

    Kamal Haasan, portraying Supreme Yaskin in Kalki 2898 AD, reflects, “Being part of this grand cinematic endeavor has been both memorable and humbling. The film represents a significant leap forward for Indian cinema. It’s been a privilege to contribute to such an ambitious project, and I look forward to its streaming premiere on Prime Video, where it can captivate new audiences worldwide.”

     

     

  • 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.

  • Xiaomi India kicks off Diwali with Mi celebrations

    Xiaomi India kicks off Diwali with Mi celebrations

    Mumbai: Get ready for a Diwali like no other, as Xiaomi India, the country’s most trusted Smartphone X AIoT brand, has announced the latest edition of its highly-anticipated “Diwali with Mi” festive campaign with the theme of #TechSeSmartDilSeSmart. This year’s campaign promises to be an unforgettable celebration filled with surprises, innovation, and an unwavering commitment to helping consumers make the smartest choices from the heart.

    Amid the myriad of options available in the tech world, Xiaomi is committed to helping consumers make the “Dil Se Smart” choice this Diwali, where innovative technology meets affordability. Leading the way as Xiaomi’s brand ambassadors, Disha Patani and Pankaj Tripathi, Xiaomi’s “Smart Angels,” are ready to guide consumers through this exciting journey.

    Disha Patani, with her captivating charm and boundless energy, and Pankaj Tripathi, celebrated for his incredible versatility and relatable persona, perfectly embody Xiaomi’s aim to win over both the hearts and the minds of consumers.

    Talking about the campaign,  Xiaomi India chief marketing officer Anuj Sharma said “In India, festivals are considered an auspicious time by people to make their homes look and feel new. In today’s day and age when there are a plethora of options available to consumers on how to go about their technology purchases, they usually either choose to go with something the mind says or something the heart says. We want to tell our consumers that when they buy a Xiaomi product this Diwali, they don’t have to make this compromise. Consumers can look forward to incredible offers on Xiaomi smartphones, Smart TVs and AIoT products as well as exciting bundles that will make their every purchase both ‘Tech Se Smart’ and ‘Dil Se Smart.’

    The “Diwali with Mi” campaign will span a 360-degree approach, reaching consumers through a multitude of digital channels, TV, print media, Mi.com, and offline avenues, including Mi Stores and retail outlets. With this comprehensive strategy, Xiaomi India will be able to offer consumers wherever they are, the information they need to make informed choices.

    Xiaomi India is set to unveil a host of exciting surprises and unbeatable offers, spanning from smartphones to AIoT products, enabling consumers to transform their homes into smart, connected spaces. These deals will bring convenience, innovation, and affordability to consumers, making it easier than ever to embrace a smarter way of living.

    “Diwali with Mi” has always been a celebration of innovation and consumer happiness, and this year’s campaign is set to exceed expectations. Xiaomi India invites everyone to join in the festivities and discover how #TechSeSmartDilSeSmart can truly make this Diwali a truly “Dil se smart” one.

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Xiaomi India (@xiaomiindia)

     

  • Bata unveils new ad campaign ‘It’s Got to be Bata’ featuring Disha Patani

    Bata unveils new ad campaign ‘It’s Got to be Bata’ featuring Disha Patani

    Mumbai: Bata India has released a new campaign to announce the launch of its new versatile 24×7 casual collection. The 360-degree campaign titled ‘It’s Got To Be Bata’, features Bata India’s new brand ambassador Disha Patani.

    The campaign is conceptualized by contract advertising. It lives up to the proposition of a versatile 24X7 casual collection as it follows Disha Patani to effortlessly step into different roles she dons during the day. Be it an action scene in a shoot or talk show or from a house party to a casual stroll outside, showing the proposition, whatever may be the occasion, it’s got to be Bata.

    What further gives this campaign a unique edge is the catchy lyrics ‘It’s Got To be Bata’ of the background score that has been penned by the renowned lyricist Amitabh Bhattacharya.

    The new 24×7 casual collection has been designed keeping in mind the evolving needs of the modern Indian woman whose footwear needs to be evolved during the pandemic. Pre-pandemic shoppers were looking for footwear for different occasions, but today, they look for the versatility of styles that can work across occasions. Both the collection and the campaign derive inspiration from the versatile roles that women play today while never compromising on style. The 24X7 casual collection features brands like Bata, Bata Red Label, Bata Comfit and Naturalizer that have artisanal-style craftwork in block heels and fresh wedges, and include hues of metallic shine and summer sparkle. The collection, therefore, presents a diverse range of stylish, casual shoes that can enable women to hop from one occasion to another, anytime, anywhere.

    Speaking on this new campaign and TVC, Bata India’s managing director and CEO Gunjan Shah said, “Casualisation has become a big trend over the last couple of years. Consumers now seek styles that are versatile enough to take them through multiple occasions in a day. Multifunctional footwear, therefore, has become more relevant for women today and Bata is introducing footwear that merges active and leisurewear attributes.”

    “The 24×7 casual collection is curated keeping in mind the various roles that women play throughout the day for which they need versatile casual shoes to effortlessly move from one occasion to another. It features Bata, Bata Red Label, Bata Comfit and Naturalizer brands, with artisanal styled heels, wedges & trendy sneakers with hues of colours that can be matched with any occasion, anytime, anywhere. The new campaign features our new brand ambassador Disha Patani, and we hope to attract younger audiences who seek outdoors-inspired benefits, while still wanting a fashion-driven aesthetic that works well for the city life”

    Talking about the association with Bata, Contract India chief creative officer Sagar Mahabaleshwarkar said, “Over the last few years, we have seen Bata transition to a fashion-forward brand with product lines that are in sync with the latest of trends – be it casuals or sneakers or formals. With this campaign, we had an interesting opportunity of taking the brand journey forward. From the journey that started with the ‘Surprisingly Bata’ campaign in 2018, it was time to take a more confident and bolder stance. Association with Disha has helped bring about this transition, she personifies the attributes that we want Bata to represent today – stylish, glam, young, more confident and bold. The campaign is beautifully supported by lyrics crafted by Amitabh Bhattacharya, one of India’s ace lyricists.

    The lyricist for the campaign, Amitabh Bhattacharya said, “Bata has been a part of our life since childhood. So, when the brand team approached me, I was naturally excited to be associated with this iconic brand and be able to contribute towards its growth. Bata was launching a new range of womens’ shoes that were versatile and could be worn to multiple occasions and wanted my help in crafting a jingle for this launch campaign. While writing, I made sure that the lyrics resonated with the young Indian women of today. The jingle had to be catchy and hummable and also deliver a certain attitude & confidence. That’s why the refrain, “Bata Nahi Toh Aur Kya? It’s Got To Be Bata!”

  • Bata on-boards Disha Patani as brand ambassador

    Bata on-boards Disha Patani as brand ambassador

    Mumbai: Footwear major Bata India has roped in Bollywood actor Disha Patani as the new face of the brand. The move comes as Bata looks at further strengthening its youth connect and fashion-forward imagery that presents a fitting blend of style and comfort. The actor will be seen promoting various popular labels under the Bata umbrella.

    Bata India CEO Gunjan Shah said: “At Bata, we have been on a quest to transform the brand imagery and deliver on the aspirations of the youth of the country. Over the years, we have established Bata as a brand that is contemporary and remains relevant with changing times. Disha, with her lively personality and positive energy, fits in perfectly with our brand narrative that blends together style and comfort. In line with consumer trends, we have been rolling out more sneakers, casual & two-mile fashion styles and our association with Disha will help us in further strengthening our connection with the youth and millennials and taking Bata’s brand appeal to the next level.”

    Disha is a popular actor known for her fashion sense and fitness and enjoys a sizable following on social media.

    On associating with Bata India, Disha Patani said: “Bata is well known for its comfortable footwear, but I was quite impressed with the wide variety of styles & designs across sneakers, casuals, and fashion footwear. It really excited the fashionista inside me and I look forward to an exciting journey with the brand ahead.”

  • Disha Patani roped in as brand ambassador for Dabur Gulabari

    Disha Patani roped in as brand ambassador for Dabur Gulabari

    Mumbai: Dabur India Ltd on Monday announced the signing of Bollywood actress Disha Patani as the new face of its skincare brand Dabur Gulabari. The company has also unveiled its improved packaging for the product.  

    “Dabur Gulabari is built on strong equity of natural ingredients which matches with Disha Patani’s natural beauty. She is not only the perfect personification of the brand’s values but an inspiration to young teenage girls who dare to dream,” said Dabur India Ltd vice president-marketing Abhishek Jugran. “We are delighted to welcome her to the Dabur Gulabari family and are confident that this association will help us build a better connect with our current users and also make the brand more relevant to the young and teenage audience.”

    As a part of the association, the Bollywood star will appear in multiple campaigns which will run across platforms, said the company in a statement.

    “Dabur Gulabari has been the most preferred beauty brand for millions of young girls for decades now. As a market leading brand that has been constantly innovating in terms of product, packaging, and communication, Dabur Gulabari has always recognised and strived to meet the ever-evolving beauty care needs of our consumers,” stated Dabur India category head – skin care Ajay Gandhi.

    “Like with every other girl in the country, Dabur Gulabari was my first beauty care brand as a teenager,” said Patani on the brand association. “To me, it stands for both beauty and the unadulterated teenage spirit. I am excited to help define what natural, rose-like glow means to a whole new generation of girls.”

  • Zee, Salman Khan to channel ‘Radhe’ revenues into India’s fight against Covid

    Zee, Salman Khan to channel ‘Radhe’ revenues into India’s fight against Covid

    MUMBAI: As the pandemic continues to wreak havoc in India, Zee Entertainment and Salman Khan Films (SKF) have pledged to support Covid2019 relief efforts across the Nation, including the donation of essential medical equipment ranging from oxygen cylinders, concentrators, and ventilators. 

    This support will stem from the revenues garnered from the multi-platform release of the much-awaited film Radhe on 13 May 2021. Zee and SKF have partnered with India’s largest and donation platform GiveIndia, to activate the much-required relief efforts. 

    “Zee stays committed towards taking all the necessary steps to strengthen the fight against Covid2019. We believe in not only providing extraordinary entertainment to our viewers but also going beyond the business to undertake meaningful and focused efforts to drive positive change across the country. We sincerely hope that the support from the release of the film Radhe will help amplify the resources to provide vital relief efforts to people affected by the pandemic,” said a Zee Entertainment spokesperson in a statement. 

    Salman Khan Films spokesperson said, “We are glad to be a part of this noble initiative, to contribute our bit towards the nation’s fight against Covid. Since the last year, we have been consistent in our efforts towards fighting Covid, since this unprecedented crisis struck our country and the world. Very importantly, we have also come to realise that holding up the release of a pre-shot film may not help us in any way but using its proceeds towards fighting the pandemic is a more suitable and pragmatic approach. Radhe’s release on Zee5 and ZeePlex will empower us to contribute more in these extremely difficult times.” 

    As a part of its national-level corporate social responsibility (CSR), Zee had donated 240+ ambulances, 46,000+ PPE kits, oxygen humidifiers, and 6,00,000 daily meals. The company had also built and donated a 304-bed Dedicated Covid Healthcare Centre (DCHC) for frontline workers and their families in Maharashtra.

    Directed by Prabhudeva, Radhe is expected to be a high-voltage action thriller. Apart from Salman Khan, the film also stars Disha Patani, Randeep Hooda, Jackie Shroff, Sudhanshu Pandey, Bharath, and Megha Akash in prominent roles. The film will be released as premium video on demand on Zee Plex and digitally through Zee5 on 13 May 2021.