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Tag: Hrithik Roshan

  • Myntra promotes ‘Big Fashion Festival’ with celeb, influencer-heavy campaign

    Myntra promotes ‘Big Fashion Festival’ with celeb, influencer-heavy campaign

    Mumbai: Ahead of its ‘Big Fashion Festival’ (BFF) slated between 3 and 10 October, fashion e-tailer Myntra has rolled out a 360-degree marketing campaign aimed at strengthening its position as India’s ‘fashion expert’ and the go-to destination for festive fashion shopping. The campaign called ‘Tyohar Ki Fashion Shopping, Only With India’s Fashion Expert,’ aims to reach both existing and new customers, with a heightened focus on regional audiences, to inform them about the brand’s offerings for the festive period and BFF in particular.

    The celeb-heavy campaign featuring brand ambassadors Hrithik Roshan, Vijay Deverakonda, Dulquer Salmaan, Silambarasan, Kiara Advani, Samantha Akkineni, and Disha Patani in 15-second ad films is currently live across multiple TV channels, OTT, social and digital platforms. In addition to the brand’s official ambassadors, other stars such Vaani Kapoor, Yami Gautam, Mallika Dua and Konkona Sen Sharma will be seen in region-specific engagements through various content formats such as reels, videos, and stories.

    Over 100 high-impact celebrities and influencers from the worlds of Bollywood, OTT, reality TV, and digital will drive awareness through pre-buzz and event days while highlighting the fashion ranges and occasion wear among their fans and followers. With the current edition of BFF coinciding with the T-20 series, Myntra has collaborated with CSK and RCB to amplify the reach and engagement of the campaign.

    “The festive season is the most-awaited time of the year, and festive shopping plays a pivotal role in elevating the celebration spirit,” said Myntra CMO Harish Narayanan.”With the current edition of our BFF being our largest-ever edition in terms of brands, selection and offers, we have created a robust 360-degree campaign that not only highlights our proposition but also reaches every cohort of shoppers, with equal focus on those celebrating regional festivals.”

    “We have not only increased presence by targeting leading social, digital and electronic platforms, but also the frequency, to boost top-of-mind recall among various age groups, across the country,” Narayanan further said.

    The ‘early access’ happening between 1 and 2 October will provide special offers and benefits to members of Myntra’s loyalty program ‘Myntra Insider’ who can also avail of free shipping for six months until February 2022, and insider-exclusive value offers from over 150 brands. The ‘insiders’ will also have access to gift vouchers from some of the leading brands, said Myntra in a statement.

    The ‘Play & Earn’ feature will allow users to play games and redeem their stars to get attractive rewards. There’s also an array of benefits for first-time users of the platform. Myntra will also use in-app promotions to communicate deals, prices, and details of various benefits over the course of the next few days, it added.

  • Hrithik Roshan says ‘Manthan Zaroori Hai’ in Zed Black’s new TVC

    Hrithik Roshan says ‘Manthan Zaroori Hai’ in Zed Black’s new TVC

    Mumbai: Zed Black’s Manthan incense sticks has released a new TVC featuring Bollywood actor Hrithik Roshan to mark the Ganesh Chaturthi festival.

    The actor who is the face of the brand conveys the message to believe in the deeper connection with oneself through the catchphrase ‘Manthan Zaroori Hai’ in the ad film.

    “We have created the dhoop sticks range for the evolving consumer who needs positive vibrations in the environment,” said Mysore Deep Perfumery House (MDPH, Zed Black) director Ankit Agrawal. “Manthan dhoop sticks can be commonly used for your pious daily puja ritual, aromatherapy & home fragrance or meditation. Our dhoop (bambooless) sticks range is handcrafted with purest, organic herbs and dipped in natural essential oils”.

    “Agarbatti consumption increases by about 40-50 per cent during the festive season, as this is the time when the nation celebrates and prays together. We believe the demand will grow during this festival season also,” added Agrawal.

    Manthan dhoop batti  is an exclusive offering from the house of MDPH that are free from charcoal for the discerning consumers looking for bambooless dhoop sticks or dhoop batti, said the brand. The company also has set a strong global footprint with exports to over 40 countries like the US, Brazil, Ethiopia, Netherlands, Australia, Malaysia in six continents.

  • Myntra unveils latest campaign featuring Hrithik Roshan & Kiara Advani

    Myntra unveils latest campaign featuring Hrithik Roshan & Kiara Advani

    Mumbai: Myntra has launched a star-studded brand campaign with the roll-out of ad films starring Bollywood superstars Hrithik Roshan and Kiara Advani. The duo, in their individual ad films, will drive home Myntra’s fashion narrative, with millions of their fans from all over the country. The brand is implementing a 360-degree approach, leveraging TV, digital and social media platforms to deliver the campaign across the nation.

    With this association, Myntra is all set to strengthen its strong connect with its consumers, influence and accelerate the business, further strengthening its leadership in the market, said the brand in a statement.

    In the 35-second ad films, conceptualised by Brave New World, the actors are projected as a personification of the Myntra brand, as they take them through the brand’s value proposition one by one, with varying backgrounds and stunning looks. 

    The campaign delivers a message of Myntra as ‘India’s fashion expert’,  leaving consumers with a direct, clear and memorable takeaway: ‘If it’s fashion, it’s Myntra’. Additionally, the messaging surrounds Myntra’s unique differentiating features like Myntra Studio, a shoppable fashion feed where customers can get inspired and shop the looks of India’s top influencers and photo search, a feature that enables users to shop any item they see with just a click, the brand further said.

    “Our new brand campaign and the ad films with Hrithik and Kiara have been conceived to reinforce Myntra’s image and perception as India’s fashion expert, among millions of people, who are ardent fans of the two Bollywood superstars and top fashion icons in our country,” said Myntra CMO Harish Narayanan. “We aim to cut across demographics and build a deeper relationship with our customers across the country through this campaign and look forward to its grand success.”  

    “My association with Myntra goes back many years to the time HRX was launched on Myntra in 2013. Over the years, I have come to learn and witness firsthand, the ethos and workings of Myntra,” said Hrithik Roshan. “It not only understands the needs, demands and desires of a diverse audience base from across the country, but also identifies and caters to requirements at the doorstep, that is as convenient as fashion can get.”

    Kiara Advani added, “Being a fashion enthusiast myself, it has been an enjoyable experience and association in conveying the latest styles and trends in fashion to the discerning audience. The encouraging response and abundant love from the viewers have added to the drive to offer fashionable solutions to the audience. With our new campaign that delivers a subtle yet powerful message, I’m looking forward to relying on Myntra for all our fashion needs.”

  • Myntra’s latest campaign features leading fashion icons

    Myntra’s latest campaign features leading fashion icons

    Mumbai: Fashion e-commerce platform Myntra has launched its latest brand campaign featuring leading fashion icons and the company’s new brand ambassadors Hrithik Roshan, Vijay Deverakonda, and Dulquer Salmaan. Existing celebrity ambassadors Kiara Advani and Samantha Akkineni are also part of the campaign.

    “With the combined star power of the most sought-after celebrities from different regions, who are loved and admired for their acting prowess and fashion quotient, Myntra is set to unleash its biggest-ever line-up of star-studded brand commercials. These are aimed at targeting consumers across the nation and giving Myntra the opportunity to engage with the fans of these celebrities,” read Myntra’s official statement.  

    Speaking on the appointment of the new brand ambassadors and the launch of the brand campaign, Myntra CMO, Harish Narayanan, said, “We are elated to welcome all the superstars to the Myntra family. These top fashion icons who are also acclaimed fashion connoisseurs will be a part of Myntra’s biggest star-studded campaign ever. The campaign will strongly reinforce Myntra’s position as ‘India’s Fashion Expert’ with differentiated fashion offerings and unparalleled shopping experience pivoted on technology. This campaign will cut across demographics and build a deeper relationship with our customers across the country.”

  • How men’s grooming brands took off during the pandemic

    How men’s grooming brands took off during the pandemic

    Mumbai: ‘Mooche Ho Toh Nathulal Jaise, Warna Na Ho’ was a popular dialogue by Big B from a Bollywood movie from the 80’s, where the actor goes on to praise Nathulal’s bushy moustache, in contrast to his own clean-shaven ‘saaf maidaan’ (clear field). Well, if Nathulal were around today, he would definitely be delighted at the plethora of grooming choices to pamper himself with!

    Last few years have seen the male personal care and grooming industry grow with products from Mooch and beard growth oil, serum, crème, and wash. Gone are the days when only a few shaving products of brands like P&G’s Old Spice or Gillette catered to men’s grooming needs. Today, urbanisation, the rise of the ‘Metrosexual’ male, and the awareness to look presentable and well-groomed have paved the way for an increase in demand and variety of men’s personal care products. 

    Brands like The Man company, Ustra, Whiskers, Bombay Shaving Company, Beardo, Nykaa Man and many more offer men holistic skincare and personal hygiene solutions including scrub, moisturiser, masks, bodywash, serums and a carefully curated hair care range. There’s even Tattoo Aftercare products!

    The beauty industry is aggressively targeting men with advanced products and treatments designed just for them. These brands are offering a tough fight to the traditional players who will now need to go beyond offering just shaving solutions. 

    “The men’s beauty segment is growing beyond fragrance, shave and beard care. There are so many brands that are creating products which are relevant to men. As an influential brand, Whiskers takes its responsibility very seriously. Striving to elevate the grooming sector in India, we have charted out a plan to guide the consumers through educational live streams about skincare, hair care and the art of grooming to enhance customer satisfaction.” Whiskers co-founder, Aakash Goswami told IndianTelevision.

    According to Research and Markets, the Indian male grooming market stood at $643 million in 2018 and is projected to grow at a CAGR of over 11 percent to cross $1.2 billion by 2024.

    As the pandemic and subsequent restrictions on movement confined us to our homes, DIY (do it yourself) haircut and personal-grooming became a necessity and a trend. Products such as razors, trimmers, and epilators saw an upsurge in demand. Majority of consumers now prefer home grooming than visiting salons and spas.

    Says Dentsu Impact’s vice president & head of Digital, Binodan KD Sharma, “The statistics predicted by Industry bodies like ASSOCHAM is a 45 per cent CAGR to reach around a 35,000 crore market by the end of 2021. This is not unfounded as male grooming has become an important phenomenon among urban consumers and now the effect is slowly rolling over to Tier 2 and 3 towns where the aspiration and ambition of the TG have catapulted with the growth of mobility and internet.”

    Talking about how most of these brands try to reach their consumers, Binodan says, “The niche and urban players heavily focus on digital with a wide spread of content published across social, YouTube, influencer engagement and focusing on e-com strategy. The mass players continue to use print and television with digital mostly limited to YouTube and OTT platforms. Ustraa is an interesting case study, which has built its brand equity mostly by leveraging Instagram. In the coming months with digital being embraced more vociferously, more mass players will also choose the medium to focus on some of their products.”

    According to the founder and CEO of the Bombay Shaving Company, Shantanu Deshpande, e-commerce has been one of the most important growth drivers. “Covid-19 has helped us to accelerate innovation in technology, product, and brand. Digital adoption by consumers is at an all-time high. We have been on a growth path since then and have grown 150% over the pre-covid level on our monthly run rate”, he told ET.

    OPEN Strategy & Design’s Amit Sharma believes the next ten years will be decisive for any brand in the sector. “The next ten years will depend on the new generation that gets recruited into this category. Marketers will need to be sharp on codifying the notions of masculinity, grooming, self-expression and identity that this young demographic is getting influenced by. If their popular culture consumption, which includes K-Pop, Instagram influencers, new age fitness role models, is anything to go by, this category is going to get very interesting,” he said.

    Digital marketing agency Natter COO Avinash Joshi feels that it is imperative for these players to rope in big-ticket stars to cut across the audiences, “because grooming as a category has always seen role models. It was Vinod Khanna, Amitabh Bachchan in the yesteryears, and today we have Virat Kohli, Shahid Kapoor, Ayushman Khurana, Hrithik Roshan, and many others.”  

    In the latest ad from men’s skincare brand, Uncle Tony India conceptualised by United We Productions LLP, the brand has positioned itself as the go-to “for men who don’t care about skincare”. It hilariously captures what it would be like to introduce grooming products to cavemen!

    Clearly, brands are keeping their eyes on trends to cater to the requirements of Indian men by designing disruptive products. We are finally seeing men’s grooming coming of age and stepping out of the shadows of the women’s grooming category.

  • CultFit ropes in Nora Fatehi as brand ambassador

    CultFit ropes in Nora Fatehi as brand ambassador

    MUMBAI: Fitness brand CultFit on Friday onboarded Bollywood actress Nora Fatehi as its brand ambassador. She is the first female brand ambassador for CultFit, which has been endorsed by actors Hrithik Roshan and Tiger Shroff in the past.

    Joining the fitness mission, Fatehi will introduce her signature workout routine that would be followed by the CultFit fitness centres across the nation.”Fitness is a way of life and not just a choice, I believe in constantly working towards growth and self-development, which is also the motive of CultFit as a brand. I have always admired Hrithik Roshan for his dedication to fitness and I am exhilarated to join him and Tiger Shroff in an attempt to promote a fit and healthy lifestyle,” said Fatehi on her association with the brand.

    CultFit’s growth and marketing head Naresh Krishnaswamy said, “Over the past few years, the brand has gained a lot of love from our members, and fitness and sports enthusiasts across all age groups. We have grown as a business into an all-encompassing digital and offline fitness platform, and we are also seeing women as an emerging segment, embracing our digital fitness options. We believe this evolution should be encapsulated and represented via an ambassador that personifies it. Nora Fatehi is the perfect face for the brand as it stands today and we are thrilled to have her on board as our first female brand ambassador. Her dedication to fitness coupled with her growing popularity makes her a great fit for our brand. We welcome her to the cult.fit family and look forward to future long-term brand engagements with her.”

    Identifying dance as a major form of fitness, Hrithik Roshan, Tiger Shroff as well as Nora Fatehi have proven to influence the audience to opt for healthier routines by including dance in their workout, said the brand in its statement.

  • Hrithik Roshan establishes the Dew philosophy in new summer campaign

    Hrithik Roshan establishes the Dew philosophy in new summer campaign

    NEW DELHI: Summer is upon us, and with it begins the slew of cold beverage promotional campaigns. The latest soft drink variant to embark on an advertising blitz is Mountain Dew Ice, by PepsiCo India. The new TVC comes with a new proposition – Jeetne ki Aag aur Thanda Dimaag (the fire to win and a cool head). Featuring Bollywood star and brand ambassador Hrithik Roshan, the ad encourages one to embrace the spirit of adventure and keep a calm mind as they face fear with determination to win.

    The film opens with Roshan contemplating a world record breaking bike stunt. Fear is visible on the actor’s face as he evaluates the choice in front of him. A resolute look crosses his face as he takes a sip of Mountain Dew Ice and takes the challenge head-on. The words “Har chunauti hogi paar, bas chahiye jeetne ki aag aur thanda dimaag” help reiterate the brand’s philosophy of ‘Darr Ke Aage Jeet Hai’ or overcoming one’s fears to achieve great success.

    The Mountain Dew Ice TVC will be amplified across TV, digital, outdoor, and social media with a 360-degree campaign.

    PepsiCo India category director – Mountain Dew and Sting Vineet Sharma said, “With the new campaign, we are taking the Mountain Dew core brand’s philosophy of ‘Darr Ke Aage Jeet Hai’ and giving it an ‘ice’ twist. The idea is to inspire the youth that they can overcome any obstacles in their way if they just keep a cool mind along with the fire to win while facing their fears head-on. We are confident that consumers will relate to the new campaign strongly and shower Mountain Dew Ice with the same love that our other campaigns for Mountain Dew have received over the years.”

    "This campaign for Mountain Dew Ice is as refreshing as its name suggests,” added Roshan. “In time for summer, the TVC introduces the consumers to a 'chilling' experience. What is interesting is that it adds to the brand tagline – 'Darr ke aage jeet Hai' with emphasis of being responsibly fearless. Mountain Dew Ice propositions 'Jeetne Ki Aag aur Thanda Dimaag', is a valuable slogan. It is a perfect mix of the product attributes along with a message in public interest. That is as cool as it can get.”

  • Neerja Birla & Amitabh Bachchan’s nationwide mental health campaign #SunoDekhoKaho garners over 31.3 Mn impressions across all digital media platforms

    Neerja Birla & Amitabh Bachchan’s nationwide mental health campaign #SunoDekhoKaho garners over 31.3 Mn impressions across all digital media platforms

    National, 09 December, 2020: With a mission to raise awareness surrounding mental wellness in the country, Mpower’s #SunoDekhoKaho campaign has successfully garnered over 31.3 Mn impressions across all digital media platforms, since its launch earlier last month. As a part of the campaign, a conversational video between Mrs. Neerja Birla, Founder and Chairperson, Mpower, and Bollywood Icon Shri Amitabh Bachchan, was released on Mpower’s YouTube, Facebook, and Instagram pages on 5th November. Since then, the campaign has seen Indians across the spectrum speak up about mental health and lend their support to this movement.

    Further adding to its impact, the #SunoDekhoKaho campaign was endorsed by top celebrities like Hrithik Roshan, Farhan Akhtar, Swara Bhaskar, Kubbra Sait, Tisca Chopra and Malini Agarwal who spoke about paying attention to, and noticing behavioral changes among our loved ones. These well-known Bollywood faces voiced their opinions and amplified the campaign’s reach and termed the conversation as crucial and insightful.

    In the freewheeling conversational video, the two leaders Mrs. Birla and Mr. Bachchan touched upon the harsh realities of mental health, the challenges people face because of it, and steps society can take to handle the situation with compassion. Over the course of the conversation, the two also delved into the meaning behind #SunoDekhoKaho – ‘Suno’- someone who can lend an ear to someone who needs it, ‘Dekho’ – lookout for symptoms of illness and suffering individuals and ‘Kaho’ – help somebody, and spread the word and build awareness about mental health.

    Speaking about the success of the campaign, Mrs. Neerja Birla, Founder & Chairperson, Mpower, said, “When we conceptualised the campaign, our endeavour was to destigmatise mental illness, and encourage people to open about their problems. Having a stalwart such as Mr. Bachchan join hands in our mission lent a powerful voice to the campaign, and enabled us to create a massive impact. I would like to thank all the media outlets who have sensitized the citizens about the campaign and each individual who has helped spread the word in his/her network. In just under a month, we have been able to cross 31.3 million impressions across Digital media, and I’m sure as we continue to create awareness about mental wellness, we will be able to reach a wider population in the country.”

    The #SunoDekhoKaho campaign is aimed at encouraging people to listen, be watchful, and speak up to seek help. Mpower will provide support for all those in need and help them tackle mental health concerns.

    Link to the video:

  • WhiteHat Jr brings in Hrithik Roshan for new campaign

    WhiteHat Jr brings in Hrithik Roshan for new campaign

    NEW DELHI: WhiteHat Jr has roped in Bollywood actor Hrithik Roshan for its latest campaign, which urges students to book their free online coding class and sample the platform.

    The brand has already put in place its media plan across markets and the campaign is visible on the television. However, it is not yet clear if Roshan has come onboard as a brand endorser or appearing only for the present campaign.

    This is the second television campaign that WhiteHat Jr has initiated. The film showcases multiple investors and recruiters fighting to hire a young kid who has developed an app. The positioning of the brand is very clear – that it helps children learn more about technology from a very young age. 

    The move clearly states WhiteHat Jr’s intention to scale up in the market and cut across the audiences. For the record, WhiteHat Jr was bought out by Byju's in August this year for $300 million in an all-cash deal. Byju's acquired the platform with the objective to drive its ever-widening reach in the ed-tech space in the country.

    Roshan is one of the leading Bollywood endorsers and has been associated with multiple brands in past. He commands a large and loyal fan following which will give an edge to the Byju’s owned brand. He has nearly 33 million followers on Instagram, 29.9 million on Twitter and 17 million on Facebook. Roshan is a fitness freak and a progressive actor who has good films in his kitty. He is a big influencer.

    Interestingly, the move might also help the audiences to think about Byju’s in a brighter light as the ed-tech brand has been in the midst of controversies during the past months. It was embroiled in two lawsuits – one against angel investor Aniruddha Malpani, and another against software engineer Pradeep Poonia.

    WhiteHat Jr filed a $1.9 million case against Malpani alleging that he was defaming the company to promote his own start-up. The court has also sought Malpani’s written response in the matter by 14 January 2021. In a series of social media posts, Malpani had accused the ed-tech platform of hiring people with no coding skills. WhiteHat Jr got a major relief last month as HC passed an interim order restricting Malpani from posting, publishing or sharing any content derogatory or deprecatory of WhiteHat Jr or its content or management. It also asked the accused to take down selected social media posts.

    Malpani was earlier banned by LinkedIn for criticising WhiteHat Jr’s parent company Byju’s.

    A week prior to that, the Delhi high court had also asked software engineer Pradeep Poonia to restrict his criticism of the quality of teachers at WhiteHat Jr on social media platforms and pull down specific content. In this $2.6 million lawsuit, WhiteHat Jr had alleged that Poonia was in violation of the Trade Marks Act of 199, The Copyright Act of 1957 and Code of Civil Procedure of 1908.

    Poonia was also pulled up for sharing the name and numbers of lawyers who have filed the suit in the public domain, and hacking or accessing the internal communication platform Slack without authorisation and displaying communication between WhiteHat Jr’s employees on his YouTube channel. Poonia was also restrained from downloading any curriculum from WhiteHat Jr and circulating it to third parties. 

    Founded in 2018 by Karan Bajaj, WhiteHat Jr’s acquisition by Byju’s led to the fastest exit story in the Indian start-up ecosystem. At the time of signing the deal, WhiteHat Jr claimed it had achieved an annual revenue run rate of $150 million. It had over 5,000 teachers and was dedicating one instructor to each student. Byju's then decided to make significant investments into the start-up and help it expand beyond Indian shores. 

    The tides of fortunes turned in WhiteHat Jr’s favour with the Covid2019 pandemic, as students were unable to attend school and many parents enrolled their children in the platform's coding program to help them learn more about technology.

    Post-acquisition, WhiteHat Jr has aggressively worked towards gaining new users. It launched an ATL campaign that ran through IPL 13, creating a buzz for the brand.

    The campaign was supported with a strong digital and social media strategy. However, the brand had to face the ire of consumers on the digital front as it was continuously bombarding them with ads. On another occasion, it used the images of global leaders such as Sundar Pichai, Steve Jobs, Elon Musk and others to attract users, by urging them to be the next bigwig in Silicon Valley. Some of its ads were also in question and in October this year, the Advertising Standards Council of India (Asci) asked WhiteHat Jr to pull down several ads for making misleading claims.

    The ed-tech platform that teaches coding to children has definitely created a strong dent in the Indian start-up ecosystem and made inroads in the country – but not without more than its fair share of legal and PR hassles on the way.

  • Superstar, Hrithik Roshan becomes the ultimate photobomber

    Superstar, Hrithik Roshan becomes the ultimate photobomber

    MUMBAI: The backbone of the Indian Film Industry is its large, loyal and extremely loving fanbase. The success behind any film, actor or director is credited to the audience that has made them the superstars they are today and has made the Indian film industry one of the biggest and most powerful in the world. Star Gold has always aimed at providing opportunities which connect and bring fans and their superstars closer. And to bring alive one such moment, the channel initiated an exciting experiential for Hrithik Roshan’s fans.

    What they thought was just an opportunity to express their love for Hrithik and his latest release, Super 30, resulted in nothing short of a dream come true. As the fans recorded their special messages and posed with the movie poster, they were photobombed by the superstar himself! Star Gold captured the endearing moments of the fan reactions, shots of Hrithik listening in on what they had to say about him and finally their reaction after he photobombed them.

     “Super 30 has been a very close film to my heart. With the television premiere, I am glad that the families will be able to watch the story that inspired, moved and celebrated the lives of each and every individual associated with the journey.” said Superstar, Hrithik Roshan.

    The inspiring film Super 30 was an incredible fit for this activity as the movie propels audiences to believe that with passion and hard work any dream can transcend into a reality. “As a broadcasting network we have always put our audience at the center of everything we do. Creating this moment for Hrithik and his fans was extremely special to us and we intend to create many such moments in the future. This would not have been possible without Hrithik’s enthusiasm and energy. His love for his fans is very special and heartwarming.”, said Spokesperson, Star India

    Watch the first ever TV premier and simulcast of the blockbuster, Super 30 on Sunday, September 22 at 1:00PM on Star Gold and Star Plus.