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Tag: Diwali

  • Digital Diwali: Online platforms spread festive cheer

    Digital Diwali: Online platforms spread festive cheer

    NEW DELHI: 2020 has been a difficult and challenging year on many fronts on account of the Covid2019 pandemic. Alongside, it has taught us to value life and treasure every moment spent with our near and dear ones – and Diwali is the perfect time to do so. With the festival of lights and joy upon us, digital platforms across categories have come up with fun and innovative ways to celebrate the occasion with everyone.

    Here's a look at some of the campaigns by digital platforms that advocate following precautions and overcoming adversities through togetherness this Diwali:-

    Mitron

    Mitron is spreading festive cheer with the launch of its Diwali campaign #mitronkidiwali. Users are invited to share their Diwali celebrations on the short video sharing app, by participating in an exciting contest.

    Adding to the festivities, Mitron has also launched catchy in-app music. Titled ‘Happy Diwali Mitron’, the toe-tapping song urges users to enjoy the festivities with family and friends. 

    For the contest, users are invited to upload Diwali celebration videos with festive elements like rangoli, firecrackers, playing cards, Diwali cleaning, sweets, and festive attire. There are six categories for participants to choose from, which will then serve as the theme of the video. These include Miss Phuljadi #diwalidiva (best dressed female), Mr Bomb #diwalihunk (best dressed male), Super Lit Diwali #litdiwali (best Diwali decoration), Jashn-e-Diwali (best Diwali celebration with family/friends) and Mitron ki Diwali (best Diwali video on the app). Content creators can participate in all the categories and create as many videos as they like. Six lucky winners will get to win some amazing prizes.

    Eros Now

    Eros Now, through its #UnlockDilwaliDiwali campaign, is encouraging users to celebrate the festivities with loved ones. While it is important to be mindful of the current circumstances which restrict certain activities, what matters in the end is quality content at affordable prices. Eros Now’s #UnlockDilwaliDiwali campaign is based on the simple premise that people can remain safe and have fun at the same time by spending this special occasion indoors together, binge watching their favourite movies with a helping of their favourite mithai on the side.

    9stacks 

    9stacks, the poker platform, has dealt out the Yeh Diwali Poker Wali campaign, wherein players can simply stay home and connect with their close ones over the voice enabled private table feature on the platform. Through the private table option, users can reserve tables to play with their friends and family anytime during this festive season.

    With the much-awaited festival of Diwali just around the corner, most families are looking forward to spending time with each other in-house as going out and celebrating would not be possible amidst the pandemic. Hence, in such a scenario, the concept of private tables will help users bond with their loved ones as well as break the monotony brought in by the lockdown over the last few months. 9stacks invites everyone to host Poker nights this festive time by gathering around with their loved ones and enjoying a riveting game that is sure to keep them hooked.

    Facebook 

    Facebook has shared a short film underscoring the power of connections, and its brand belief that people can do ‘More Together’ than alone.  

    The film's plot is centered around the spirit of resilience of 28-year-old Pooja and how she helps sustain as many households as possible through the hardships of the pandemic via her dairy venture. The decision to hire more personnel, even when business is slow, comes at a great personal cost. However, the way the plot unfolds showcases the limitless possibilities when people come together.

    Paytm 

    The online wallet brand has launched a film to celebrate the festive spirit. It showcases a strong emotional bond between the family members even if they are separated by distance. It is an extension of the company’s ongoing TV campaign highlighting the seamlessness of Instant Bank to Bank Transfers through the Paytm app.

  • How GECs plan to light up viewers’ Diwali

    How GECs plan to light up viewers’ Diwali

    MUMBAI: Diwali, the festival of lights, symbolises homecoming as well as new beginnings. Whether or not one subscribes to the mythological or religious significance of this festival, it cannot be denied that it’s a time of togetherness, of spreading happiness and good cheer. In a similar fashion, Hindi and regional GECs have curated special programming to light up Diwali for their viewers.

    As we cope with the new normal, TV channels are keeping the festive spirits high with their best programs, presenting viewers with a perfect opportunity to spend this golden time with their families and binge watch their all-time favourite shows. We list down their Diwali line-up this year:

    Zee TV:

    During Diwali there is a special festive event on the cards for fans of the channel’s top-rated shows Kundali Bhagya and Kumkum Bhagya. During the day, audiences can look forward to the telecast of special awards shows and events like Zee Cine Awards 2020, Zee Rishtey Awards 2019 and the film, Good Newwz. The network will also premiere its highly anticipated collaboration with Balaji Telefilms, Brahmarakshas 2, on the weekend after Diwali.

     

     

    Colors Marathi:

    Colors Marathi has curated a special Diwali programming line-up for its viewers. From November 13 to 16, the channel has in store special episodes of its most popular fiction shows like Jeev Zala YedaPisa, Sukhi Mansacha Sadara, Sundara Manamadhye Bharli, to name a few. To drive the audience’s festive sentiment a notch higher, the channel will also host a special singing Diwali show named Ghei Chanda on 15 November at 12 noon, featuring renowned Indian classical vocalists Mahesh Kale and Rahul Deshpande.

     

     

    Romedy Now:

    Lighting up this Diwali with the best visual treat for viewers, Romedy Now has brought ‘Diwali Delights’ through 1 to 14 November, every night at 9 pm. The property will air some of the most wholesome Hollywood rom-coms such as Marley & Me, First Daughter, Love & Other Drugs, Down With Love, Burnt and Bride Wars.

     

     

    Colors Kannada:

    On the non-fiction front, the channel will air special event Jodi Deepavali on 15 November at 1 pm. Couples from Kannada television and cinema will come together and celebrate with fun tasks, rib-tickling gimmicks, songs, and dance to make it a special Deepawali. The show will be hosted by Kannada television’s most energetic and enthusiastic anchor, Akul Balaji. The fun doesn’t end there, as the channel will also air Baahubali at 4:30 pm on 15 November.

    As a special Diwali gift for viewers, Colors Kannada aims to spread love with the launch of Hoo Male on 16 November at 9 pm.

     

     

    Dangal TV:

    To celebrate Diwali, Dangal TV has shored up its primetime viewing with the debut of mythological series Devi Adi Parashakti on 9 November. The show has been produced by Swastik Productions and will be telecast Monday to Saturday at 9 pm.

     

     

    Big Ganga:

    Ganga Deewali Carnival is Big Ganga’s hot ticket property for this time of the year. The four-day multi-entertainment, multi-celebrity festivity will begin 10 November and culminate on 14 November.

    Colors Tamil:

    With its special Diwali line-up, Colors Tamil aims to provide viewers with an added reason to look forward to the festivities. In the non-fiction category, the channel has curated special Diwali episodes for Sindhanaigal Simplified and for their recently launched show Colors Kitchen.

    Sinthanaigal Simplified with Gurudev Shri Shri Ravi Shankar will have popular actor Yugi Sethu engaging in a refreshing conversation about life and spirituality on Saturday, 14  November 2020 at 11:00 am. This special Diwali episode is also the show’s finale. Following this, Colors Kitchen will spice up the celebrations at noon, with Chef Damu, Chef Shreya and Colors Tamil artists cooking up a delectable festive feast.

    To pump up the fun spirit of Diwali further, Colors Tamil is also set to present the world television premiere of Chitiram Pesuthadi – 2 on 14 November at 4 pm. A multi-starrer film, Chitiram Pesuthadi – 2 is a hyperlink drama that encompasses four gripping stories which take place in a time frame of 48 hours.

    Further, adding sparkle to its original programming in the fiction category, Colors Tamil has curated a special Diwali line up for its shows Amman, Idhayathai Thirudathey and Uyire.

     

     

    Colors Bangla Cinema:

    Colors Bangla Cinema will rejoice in the festivities of Kali Pujo and Bhai Fonta by showcasing special movies from 14 to 16 November. The channel will air blockbuster films such as Chore Chore Mastuto Bhai, Adorer Bon-Dadar Adesh and Inquilab-Greftaar to entertain its viewers during Diwali.

    Zee Biskope:

    On the eve of Diwali, Zee Biskope has lined up the world television premiere of Aandhi Toofan, co-presented by Nestle Munch.  It will air on 13 November 2020 at 6 pm.

    Nickelodeon:

    Nickelodeon is all set to make sure that kids and their families enjoy the festive weekend through a host of exclusively crafted fun entertainment and engagement experiences.

    To start off, the channel will premiere a made for television movie headlined by kid’s favourite toon Shiva called Rise of the Technosapiens. Set to premiere on 14 November 2020 at 11.30am, the action-adventure film will take kids on a roller coaster ride with super kid Shiva.

     

     

  • This Diwali, Nerolac urges people to care for the colours of nature

    This Diwali, Nerolac urges people to care for the colours of nature

    MUMBAI: Kansai Nerolac Paints Ltd (KNPL) has launched a new digital film in line with its Aaj Careful toh Kal Colourful (Be careful today for a colourful tomorrow) campaign to celebrate the festival of Diwali. Through the video, Nerolac beautifully captures the recovered hues of the environment during the lockdown and inspires consumers to do their bit to care for these colours.

    The digital film showcases various instances of the lockdown’s positive impact on the environment such as the Himalayas being visible from Punjab due to the reduced levels of air pollution, the shimmering and clear waters of river Ganga, flamingos migrating back to Mumbai and more. The film encourages citizens to nurture and protect the environment this Diwali by using diyas made of clay, preventing air and noise pollution by trying to avoid firecrackers, and planting trees.

    Kansai Nerolac Paints Ltd executive director Anuj Jain said, “The lockdown has taught us a lesson on the impact of care. Mother Nature has blessed us with gifts in abundance. This is yet another chance to colour her. We at Nerolac, have always believed that acting responsibly today, will herald a brighter tomorrow. Our Diwali campaign reiterates this thought by encouraging consumers to celebrate a safe, environment friendly, yet colourful Diwali.”

    Conceptualized and created by FCBUlka and directed by Kashif Memon, the film is being promoted across Nerolac’s digital and social media platforms.

    FCB Ulka president- Mumbai Kulvinder Ahluwalia said, “Nerolac has been building on the theme of Aaj Careful Toh Kal Colorful. It is an interpretation of a fundamental life truth, the actions we take today will impact the kind of world we would live in. For Diwali, Nerolac is building on this theme with a message that encourages all to reflect on the learnings from the lockdown which helped cleanse the environment and taking care to continue to sustain this improvement.”

    Early this year, Kansai Nerolac Paints Ltd launched its campaign, ‘Aaj Careful Toh Kal Colourful’ with intent to underline the importance of taking necessary precautions in the current Covid2019 situation to ensure a colourful future. 

  • Brands take digital route for Diwali ad campaigns

    Brands take digital route for Diwali ad campaigns

    NEW DELHI- Diwali – the biggest festival that’s celebrated across India. At this time, celebrations are in full swing with everyone decorating their homes, exchanging gifts, indulging in delicacies and sweets, and spreading love and happiness.

    However, the festive season is different this year, due to the Covid2019 pandemic. Though peoples’ spirits remain undampened, the celebrations will be a bit muted. To brighten up the festive mood, brands across categories like FMCGs, consumer durables, smartphones, automobiles, and others have launched ad campaigns, with the message of empathy and spreading joy front and centre.

    We at Indiantelevision.com have created a list of such campaigns:

    Lifestyle 

    Lifestyle India has launched #DilSeDiwali festive campaign inspired by the joyful feelings that the festival of light ushers in. The campaign takes a leap from 2019, to capture the heart of the celebrations in the context of recent times where everyone is looking forward to dressing up and dispel the gloom by celebrating Diwali in their own unique way.

    This year, there will be many kinds of Diwali celebrations. There will be the ones who will keep the celebrations small and ones who will build on the festive occasion as an opportunity to reach out to their near and dear ones and share the spirit of the festival. Lifestyle’s new campaign considers all these different individual ways of celebrations, encouraging people to spread the brightness and joy in their own way. The campaign consists of two digital films with two-part storytelling, with two different Diwali Celebrations, accentuated by a memorable song. Young, vibrant and engaging, the film delivers the message of “celebrating the way your heart wishes” in a fresh new way.   

    Grofers

    To support local artisans whose livelihoods have been severely impacted by the Covid2019 pandemic, Grofers has enabled local potters to sell their diyas on Grofers. The initiative called Ek Diye Se Do Ghar Roshan (One lamp lights up two homes) encourages consumers to shop for diyas made from local potters during this festive season, which can help lighten up Diwali for more than 200 potters and their families across Delhi, Gurgaon, Noida, Bangalore, Mumbai and Kolkata. The company will absorb the cost of delivery of the products and also ensure that 100 per cent of the contributions go directly to the potters.

    Mankind Pharma

    This Diwali, Mankind Pharma has come up with a campaign that emphasises on #SpreadingKindness and narrates the message of how kindness resides in all of us, we just have to find it for others.

    The campaign is built on the importance of kindness and helping others in need and aims to encourage people to spread brightness and joy in others’ lives.

    The video campaign reflects the story of a restaurant owner who has always always extended a helping hand to those in need. It then leads to the current situation where his wife is extremely unwell and how it has drained him of all his resources and it pushes him to sell his restaurant to make ends meet and pay for the medical bills. The video ends by showing a young guy who comes to his rescue by buying his restaurant and surprises him by gifting it back to him.

    Tata Motors

    Tata Motors rolled out the ‘Silent Diwali Film’, encouraging viewers to celebrate a silent, safe and pollution-free festival of lights with their loved ones. The video encourages people to protect the environment by opting for an electric mobility solution as a step towards building a sustainable future for India. Highlighting one of the important features of an electric car i.e. curbing noise pollution, this film draws attention to the underlying message – ‘the loudest statement will be the quietest one’.

    The video begins with a young girl giggling at the excitement of lighting a firework. On the contrary, the second scene cuts to the chakras of nature spinning while pots of flowers are exploding into thin air, emphasizing the fact that nature suffers the consequences when human actions such as bursting firecrackers pollute the environment around us. Amidst all the noise showcased in the video, the final scene shows footage of India’s best-selling electric car, the Nexon EV, as it drives quietly with only a soft hum without contributing to any noise to its surroundings. An important point to note in this video is that the sound of the bursting crackers is replaced by the sounds of nature.

    Paytm

    Paytm launched an emotional digital ad film around Diwali celebrations. The film is receiving an overwhelming response due to its real slice-of-life depiction, at a time when many Indians are unable to meet their families or travel this festive season due to the pandemic. 

    This film captures the Indian sentiment around Diwali and how one can share happiness using Paytm with their loved ones, even from a distance. It is an extension of the company’s ongoing TV campaign highlighting the seamlessness of instant bank to bank transfers through the Paytm app. The TV ads had depicted various scenarios, ranging from a wedding ceremony to an everyday situation of a landlord and tenant, striking a chord with millions of Indians. 

    Haier

    In its new digital film #LightUpAHeart, Haier celebrates the life of office people who work closely together but have drifted apart due to remote office and work from home setups. The ad seeks to play a vital role in nurturing office relationships and rekindle Diwali festivities with colleagues who despite efforts are not able to meet and celebrate the festival of lights together this year.

    Through the campaign, the brand highlights how offices become a second home for office goers and how bonds transcend professional ties to become personal.

    Vivo

    Vivo India released a heart-warming campaign #SmileWalaDiya to celebrate the festival of Diwali. Based on Vivo India’s brand proposition of ‘Delight Every Moment’, the ad captures the nuances of the prevailing situation; the difficulty and stress that our dear ones have been facing in one of the toughest years of history. Through the #SmileWalaDiya campaign, the brand reminds us that one thing we can easily do amidst adversities is spreading smile and delight.

    Through a thought-provoking video film, Vivo depicts the excitement of Diwali, the expectations a child has juxtaposed against the pressures faced by his father in the current backdrop of struggling businesses and tightened purse strings. Then, his other friends come together, surprise him, and cheer him up by undertaking cute, innocent acts like only children can. The film is a beautiful reflection of how, by just going the extra mile, we can all spread joy and delight every moment of our friends and family.

  • TV9 gives pay hike to employees ahead of Diwali

    TV9 gives pay hike to employees ahead of Diwali

    NEW DELHI: TV9 has announced a pay hike for all employees who joined the organisation on or before 30 September 2019. The announcement was made in an internal email by TV9 Network CEO Barun Das a few days ago.

    “We are announcing flat percentage increase , based on salary slabs,  because we didn’t believe it was prudent to differentiate, given that all of us have worked as one: one network, one team,” Das wrote.

    The increment will be in retrospective effect from April 2020. TV9 will also be conducting an annual appraisal in March 2021 

    “Through the pandemic, we have continued resolutely on our mission of keeping our viewers informed and armed with the best possible news and views to help them deal with this crisis–often at risk to our own well-being. So, please accept my deep appreciation of your hard work and commitment,” said Das, adding that arrears will also be released before Diwali.

    The media network’s move comes close on the heels of other news groups rolling back pay cuts and releasing arrears on the back of gradual recovery and return of advertisement revenue. Top media companies had resorted to temporarily slashing salaries and laying off employees to survive the Covid2019 pandemic, but TV9 had refrained from doing so.

  • #YehDiwaliBachchonWaali: United We Care bats for mental health

    #YehDiwaliBachchonWaali: United We Care bats for mental health

    NEW DELHI: This Diwali, United We Care is encouraging people to let out their inner child and share their stories and experiences. The integrated campaign called #YehDiwaliBachchonWaali, launched across various digital platforms, focuses on bringing back the carefree childhood days as well as being able to have some heart-to-heart conversations. The underlying idea is to encourage adults to talk openly without inhibitions.  

    Given how Diwali coincides with Children's Day this year, the campaign highlights the essence of childhood and encourages adults to open up. The first video talks about how we express ourselves easily as children, share and forget easily. As we grow up, we are bound by the worry of stigma, judgement, and overthinking. It stems from the concept of gifting everyone better mental health and well-being during the festive season by unleashing the unabashed and hopeful spirit of the child within each of us.

    The campaign also introduces a team of experts including life coaches, psychologists, and lawyers who share their childhood experiences that led them to take up the professions they are in today. For instance, a lawyer who saw her father losing a land case as a child decided to take up the profession to ensure no one else undergoes the same experience. Right after she became a lawyer, she helped her father win the case. As they narrate their stories, they also “Pledge to Create a Happier You” with United We Care.

    United We Care founder  Shumita Kakkar said apart from Covid2019, people are also experiencing a second pandemic in the form of mental health issues. However, these issues are not new but have been there since ages. “Today, when things are so complicated, it is time once again to rewind to our childhood, a time of free spirits, endless conversations, and when every day was a new beginning. United We Care’s campaign this Diwali is about unleashing your inner child and speak up openly about anything under the sun – without the fear of stigma and for better mental health.”

    United We Care is an app-based platform that integrates social, mental, financial, and legal support systems for men, women, youth and children and members of the LGBTQIA+ community.

  • 3700+ advertisers active on television in Diwali week

    3700+ advertisers active on television in Diwali week

    NEW DELHI: As the ongoing festive season hits a crescendo this Saturday with Diwali, ad volumes on television are witnessing a steady rise. However, in terms of revenues, the industry is still struggling and money in the bank might clock at less than 10-15 per cent of what 2019 achieved, industry insiders have projected. 

    Wavemaker India managing partner Mansi Datta said that the advertising industry has seen demand rising and an almost comeback to similar ad volume levels to last year Diwali. “Festive period of Diwali has seen marketers hoping for a recovery in demand generation. This time frame was also quite a tempting one for advertisers with the presence of the high octane IPL, an equally fiery political scenario with Bihar elections, along with interesting reality format shows. TV, which has registered the quickest recovery, is witnessing demand levels similar to pre-Covid levels.”

    OMD Mudramax EVP and principal partner Navin Kathuria shared a similar overview as he elaborated that the early trends for Diwali point to inventories on television filling up fast. And these are only expected to grow as the festival draws closer. 

    The Media Ant co-founder Samir Chaudhary revealed that the advertiser count for Diwali week is 3700+ on television alone. 

    As per Kathuria, most of the festive categories are active on TV – e-commerce (Amazon, Flipkart, Pepperfry etc), cars, paints, white goods, apparel, retail, a few BFSI subcategories, footwear, and kitchen appliances. “This is in addition to the new emerging categories like edtech, online gaming, hand sanitizers etc. Of course, the regular or non-festive categories of FMCG, personal care, cosmetics, online food delivery, banking, OTC pharma products etc are present, as always,” he added. 

    Despite ad inventories filling up fast and advertiser sentiment turning upbeat even for categories which were otherwise muted during the pandemic-induced lockdown, television is still staggering in contrast to last year. 

    Both Chaudhary and Kathuria pointed out that while it is difficult to peg an exact number to compare, it is going to be difficult for TV ad revenues to pass the preceding year’s count. Kathuria, however, mentioned that it might be possible that the medium might come close to last year’s number. 

    An industry veteran, though, stated that it will be surprising if the numbers come close to 90 per cent of what was witnessed in 2019. 

    The industry is showing great positivity towards out-of-home advertising too, which has started picking up after a quarter of complete silence. 

    Datta elaborated, “OOH is seeing interesting trends with mobility reports showing the movement of people increasing away from home, into shopping areas, especially in upcountry cities. In urban centres, premium locations like airports have also shown a bounce-back of traffic levels. All this and more, has seen a lot of clients revaluating their interest in OOH solutions.” 

    One medium that is still struggling to achieve its pre-Covid glory is print. “Though advertising has increased as compared to the normal months, it is nowhere close to what it should be in the festive period. We are not witnessing multiple jackets, full-page ads, flaps etc which is a norm for publications during Diwali season. This year, though Diwali advertising is seen on print, the clutter is much lower compared to the last few years,” Kathuria noted. 

    Even though print has gained momentum during the last several weeks, in the end the advertising decision-making is led by efficiencies, pointed out Datta. “Hard-working formats are being preferred over big-sized impact formats. We have seen the demand for impactful formats like jackets going down. Our analysis shows that there’s been almost a 60 per cent plus drop in jackets consumption over last year’s Diwali.” 

    As has been the trend for most of the year, industry experts maintained that digital was again the most preferred choice for advertisers in Diwali season as well. Unlike other mediums, the platform is witnessing a better recovery and double-digit growth due to the benefits like real-time measurement and conversion tracking. 

    WATConsult VP – operations (west and south) Manika Juneja explained, “There is a noticeable difference between 2019 and 2020 festive planning & implementation which is primarily driven by consumer behaviour. There has been a surge in the first-time online shoppers from non-primary markets and the ways of offline and online shopping have evolved with propositions like scheduled in-store pickups, contactless delivery, online consultation and more. Brands which hadn’t considered the digital medium earlier are now hopping on the bandwagon at a faster pace for discoverability and consideration. There is a digital touchpoint everywhere for putting consumers’ mind at ease and providing them with an added experience to build trust and generate repeat visits.”

    She continued, “ROI-driven campaigns have now taken precedence and garnered the largest chunk of spends on digital. By its nature, e-commerce as a medium, has been the biggest driver of sales for brands in the new normal. Majority of the brands are strengthening their digital infrastructure to reach out to a larger consumer base. The IPL and festive overlap coupled with a 360-degree shift in consumer content consumption has given an added advantage to OTT platforms along with social and digital media this season.” 

    1702 Digital co-founder Mihir Joshi shared that the agency has witnessed DTC brands increase their spends on branding during the festive season, with as much as a 70 per cent uptick in the number of campaigns being fielded. “We’ve been witnessing an increase in performance marketing spends with our DTC clients. Brands are also coming to terms with this Covid-dominated year and realising that Diwali is the most positive peak of consumer sentiments that we are going to have. Hence, they are not getting cold feet to spend big on digital platforms.”

  • #BoycottTanishq trends on Twitter for the second time

    #BoycottTanishq trends on Twitter for the second time

    MUMBAI: After a big controversy over its Ekatvam (oneness) ad about an interfaith marriage, netizens have once again raised calls to 'Boycott Tanishq' on Twitter following the release of a 'no-firecracker Diwali' film by the jewellery brand. The latest ad features actors Neena Gupta, Alaya Furniturewala, Nimrat Kaur and Sayani Gupta.

    In the video, the ladies are seen talking about the importance of being together with family, mithai, food and celebrating the festival of lights without any firecrackers. What did not go down well with netizens is the definition of Diwali by Sayani Gupta. She says in the ad, "I am hoping to be able to meet my mum after really long. Definitely no firecrackers, I don't think anyone should light any firecrackers. But a lot of diyas, lot of laughter hopefully and lot of positivity."

    On this, certain sections of social media criticized the brand for advising Hindus on how to celebrate the festival. BJP national general secretary from Karnataka CT Ravi lashed out at the jewellery brand and said, "Why should anyone advise Hindus how to celebrate our festivals? Companies must focus on selling their products, not lecture us to refrain from bursting crackers. We will light lamps, distribute sweets and burst green crackers. Please join us. You will understand Ekatvam," taking a dig at Tanishq's eponymous campaign.

    Sayani Gupta took to Twitter to react to the controversy and the #BoycottTanishq trend and said, "Just witnessing how a universal issue of Air Pollution (at a terrible level right now especially in Delhi and NCR), getting politicised and bigotted in the name of religion!! Unbelievable!! What have they done to our country! This is what systemic hate does to people. #astounded."

    Amid this widespread backlash, Tanishq withdrew the ad partially. The 50-second commercial has been withdrawn from Twitter and YouTube, but continues to be on the company's Instagram page.

    Last month, the outrage brigade had accused the jewellery brand of promoting what they called 'love jihad' through an ad campaign.

    Tanishq crafted a digital film that depicted the story of a Hindu woman, married into a Muslim family. In the advert, the young woman, expecting her first child, is escorted to the garden by her gracious mother-in-law for a baby shower ceremony. The young woman is surprised to see that the ceremony has been organised as per Hindu rituals. She asks her mother-in-law, "Par yeh rasam toh aapke ghar mein nahi hoti hai na? (But this ceremony is not celebrated at your place, isn't it?)," and is told, "Bitiya ko khush karne ki rasam toh har ghar mein hoti hai na? (The ceremony to make the daughter happy is held in every house, isn't it?)."

     

  • Channel your inner creative guru with MTV’s #DIYwali Diwali

    Channel your inner creative guru with MTV’s #DIYwali Diwali

    MUMBAI: With Diwali around the corner, MTV is offering people the chance to channel their inner creative gurus with #DIYwali Diwali campaign, a contest that promises to make the festive season a little more lit.

    The channel has invited DIY enthusiasts to showcase their creativity with innovative DIY tips and tricks, and five lucky winners will be featured on MTV India. The challenge kicked off on 8 November and will go on till 24 November on social media handles of @mtvindia. Entries can be made under the categories – DIY festive home tips, festive look, festive recipes, gifts and festive items and beauty hacks.

    The campaign film conceptualized by MTV’s in-house creative team showcases a typical chaotic situation that takes place if you try to do something innovative and unique in Indian households. We see a girl chilling with a facemask on, while the brother is cribbing about his protein shaker which he seems to have misplaced, the mother questioning about the missing besan which was kept aside for laddoos and father stressing over the missing parts of the newspaper. Little did they know that with these missing objects, the girl has beautifully decorated their living space to surprise her family, the Do It Yourself style! But alas, her efforts go unnoticed and they are busy wrangling over everything.

    From upcycling products, designing rangolis and festive apparel to exploring new recipes or breaking your head over some creative gifts, or even creating some beauty hacks, #DIYWali is a place for all. 

  • Mahhi Vij and Jay Bhanushali collaborate with WORD for Diwali

    Mahhi Vij and Jay Bhanushali collaborate with WORD for Diwali

    MUMBAI: Influencer marketing company WORD has released a special collaborative feature with television celebrities and power couple Mahhi Vij and Jay Bhanushali for its Diwali edition of #5MinutesofFame blog series. #5MinutesofFame is a spotlight corner on WORD’s blog page, wherein the company aims to showcase stories of brilliant creators while connecting audiences to their favourite influencers.

    The latest feature with Mahhi Vij and Jay Bhanushali is a five-minute read where they get candid about their Diwali plans, Mahhi's instant connect with Cadbury which reminds her of the festive mood and tips to make interesting festive content. Jay talks about his all-time favourite actors, message for brands looking for influencer collaborations and many more fascinating conversations pieces.

    WORD & Alchemy Group COO Dharika Merchant said, “With Diwali just round the corner, the celebratory spirits of the audience are really high and owing to the current situation, they are consuming festive content like never before. They love to engage with their favourite celebrities and get inspiration on what to do especially during the festivities. Diwali also happens to be a time when families are even closer together and what better opportunity than this occasion, to collaborate with television’s favourite celebrity family and power duo – Mahhi Vij & Jay Bhanushali. Basis our insights, we know that the audience greatly resonates with them. So, we brought them onboard for the Diwali edition of #5MinutesofFame to get them closer to their followers.”

    Mahhi Vij & Jay Bhanushali commented, “Diwali is our favourite festival because it means celebrations, positivity and lots of light. In the spirit of this festive occasion, we are excited to have collaborated with WORD for their Diwali edition of #5MinutesofFame blog series.”

    They further added, “This year, we encourage you all to stay at home and prioritize the health of your family and yourself. Stay safe and say no to crackers! We wish you a happy Diwali.”

    Mahhi Vij and Jay Bhanushali have collaborated on some interesting campaigns with WORD in the recent past. This Diwali feature comes just in time for the festive season.