ITV

Tag: Malini Agarwal

  • 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:

  • Are You Tired Of Creepy DMs? So Are We. #IgnoreNoMore a movement by Malini’s Girl Tribe

    Are You Tired Of Creepy DMs? So Are We. #IgnoreNoMore a movement by Malini’s Girl Tribe

    The pandemic has spread its tentacles into just about every area of life at this point, forcing us to change our behaviours significantly. This has led to a sharp increase in digital activity, as amidst this lockdown period alone, over 87% Indians have reportedly turned to social media for all sorts of content consumption, says a survey conducted by Hammer Kops. And according to cyber experts, this has led to an alarming surge in cybercrimes such as sexual harassment, abuse, stalking, trolling and rape threats, as miscreants take advantage of the globe's new-found dependence on the virtual world.

    Traditionally, many men and women are taught to simply 'ignore it' – making many of us resign ourselves to thinking this is all that one can do. This attitude has, however, caused much mental harm and keeping silent is simply not a pliable solution anymore – these are crimes punishable by the law. Keeping the current scenario in mind, Malini's Girl Tribe and Huzaifa Lightwalla  have  launched a campaign to build awareness and take strict legal action against these abusers. Under the #IgnoreNoMore social media campaign, Malini Agarwal (founder) has personally curated a series of educational webinars with experts from the industry who will join hands to encourage rapid and strict action against cyber bullies and cyber crime.. 

    India figures among the top five countries to be affected by cyber crime. However, Maharashtra Cyber Department has only been able to register 410 offences so far and have arrested 213 persons in connection with these.  Though Central and state agencies are constantly at work, the vulnerabilities are more pronounced, the threat more real. Malini Agarwal founder MissMalini and Malini’s Girl Tribe opines, “They spam comments, creep into our DMs and overwhelm our lives (even on Instagram LIVE). As we move to the "new normal" of living our virtual lives, the impact on our mental and emotional health is insurmountable. Most importantly, this is not just a cause for women, but equally traumatising for men as well. This problem deeply damages us all, and makes social media a nightmare for countless. We have finally found a way to take action against the abusers via the cybercrime division. Which means we can actually make a difference and need to educate everyone on their rights and the creeps of the consequences.” 

    Via this campaign, Malini’s Girl Tribe is spreading awareness of our digital rights and encouraging action via active dialogue, whilst educating all men and women to come forth and report more cases. It also aims to aid those accused by helping them understand the repercussions of their actions, which in many cases, are innocent youngsters who may be doing this to seem ‘cool’ and to ‘fit-in’. 

    We can do this by spreading awareness and making a list of the abusers you want to report, including their usernames/ URLs/handles to the cyber cell in Mumbai for a legal investigation (cyberpst-mum@mahapolice.gov.in, shubhamcybercrime@gmail.com). By gathering their virtual information and screenshots to help in the case as evidence, we can also make an online complaint on www.cybercrime.gov.in ” adds Malini.

    Answering this call are celebrities/ Influencers such as Teena Singh, Shweta Salve, Nitin Mirani, Aashka Goradia, Faye Dsouza, Rohit Roy, Acquin Pais, Siddhant Kapoor, Shibani Kashyap ,Manasi Scott, Narayani Shastri , Pia Trivedi and many more

  • MissMalini launches MissMalini Trending

    MissMalini launches MissMalini Trending

    MUMBAI: MissMalini proudly launches MissMalini Trending – a social media news desk at an upscale Juhu outlet. The beloved blog’s first-ever news desk will feature digital influencers and experts in all their glory. The pioneer of Indian lifestyle blogging, MissMalini is a multi-media and multi-platform content portal with more than 10 million unique monthly followers across platforms.

    MissMalini founder and creative director Malini Agarwal said “MissMalini is delighted to introduce MissMalini Trending. This platform will feature the favorite digital superstars as today everyone wants to know what superstars wear, whom they date, what they eat, etc. I think these creators have a huge impact on the millennials in the nation. They also face immense pressure to live up to their image. A lot of work goes into keeping up with the perfect image that they put forth on the internet. This platform recognizes their work and motivates them to keep flourishing on social media.”

    In today’s world of social media, a digital influencer occupies the space of a Bollywood celebrity. Gaining popularity on platforms such as YouTube, TikTok, and Instagram, they have managed to position themselves as leaders and role models of the internet generation. They have become an integral part of the modern youth culture in India and play a fundamental role in shaping their personalities. This initiative works as a dossier to provide a personal account of all the creators enlisted on the page. The platform acknowledges their work and highlights any new developments and expansions made by them in their respective fields.

    Malini Agarwal launched her blog perched on a couch in 2008. Taking the digital world by storm, MissMalini's on the list of leading entertainment portals in India. MissMalini Entertainment supports emerging talent and uplifts fresh content creators. A productive digital space for new-comers, the company dedicates its efforts to guide up-coming influencers through their journey.

    An influencer herself, Agarwal has taken several initiatives including Malini's girl tribe to transform social media into a better place. She promotes positivity and spreading joy by eliminating trolls and shaming. Focusing efforts on building the women’s community, she contributes to associations such as the Women Innovation Entrepreneurship Foundation (WIEF) and the women by attending events organized by them. Empowering women and making a difference has always been centric to the celebrated blogger.

  • Malini Agarwal wins “ Woman Influencer of the Year“ at Exhibit’s inaugural edition of the Top 100 Digital Influencers

    Malini Agarwal wins “ Woman Influencer of the Year“ at Exhibit’s inaugural edition of the Top 100 Digital Influencers

    MUMBAI: Malini Agarwal was felicitated at Exhibit Magazine’s Top 100 Digital Influencers, held on June 21st at the Famous Studios in Mumbai. The boss lady won the title of Woman Influencer of The Year for her contribution to the blogging space amidst the fanfare of the stellar party.  Hosted by comedic genius Nitinn Miranni, the awards recognised the top-notch names from the influencer community across categories Technology, Automobiles, Fashion, Beauty, Food, Social Influncers, Travel, Lifestyle, Entertainment, and Social Media Personalities. Driven by Porsche and riding high on Triumph, the event was also supported by lifestyle partner GoodTimes, digital media partner MissMalini and media partner Laqshya Media Group. 

    Exhibit’s Top 100 Influncers were first shortlisted from over 1000 profiles, each based on their content, engagement and their influence on the digital generation. The top 200 blogs were then opened to public voting, that went live in early April. The much awaited awards was an initiative to felicitate the influencer and blogger community consisting of breakthrough individuals who have positively impacted netizens. 

    Malini opines “ MissMalini Entertainment was very happy to partner with Exhibit Magazine for their Top 100 Digital Influencers event, I think it's wonderful that the industry is appreciating the hard work and impact of digital influencers and taking the time to acknowledge them. It was very encouraging to see the turn out and amplification of such an event. Having been in the business since the very beginning we at MissMalini are always looking to collaborate and build up the next generation of influencers whom we work with closely in various campaigns and to create positive and uplifting content. I also love that so many young girls are finding their voice and confidence in pursuing careers that allow them to express their personalities and talents in a fun and engaging way. I look forward to many more partnerships that enhance the digital influencer market and enable millennials to live their best lives! I am also personally very proud to have been felicitated with Most Influential Woman at the awards for my work with Malini's Girl Tribe which aims to help women to live extraordinary lives through community and content”

    Commenting on the first-ever edition and an impressive line-up of winners, CEO & Editor-in-Chief at Exhibit Group, Ramesh Somani, said, “Congratulations to all the winners! It’s been a fantastic last couple of weeks putting together the most influential names in the ever-dynamic social networking space. The buzzword today that has taken the digital world by storm is – ‘Influencer’ and what better way to honour these achievers and content creators who are leaders in their own right! The inaugural edition was also extremely overwhelming for us as most of the influencers received an honour for the very first time in their lives and we’re pleased their journey to success began with us.”

    The evening gala wrapped up on a high note post the felicitation, over cocktails, canapés and a grand celebration of the Top 100 Digital Influencers. 

  • Levi’s celebrates collective power of women with #IShapeMyWorld Season 5

    Levi’s celebrates collective power of women with #IShapeMyWorld Season 5

    MUMBAI: This International Women’s day, Levi’s has unveiled the fifth season of the Levi’s #IShapeMyWorld campaign that celebrates the power of women, and their determination to inspire change. The new season is bigger, better and bolder as it beautifully weaves in 21 changemakers into a spirited music video that encourages women to shape their own destiny.

    The video features a prolific line-up of female personalities who have come together from different industries such as entertainment, fashion, sports, journalism and social change to celebrate the spirit of women empowerment. The campaign brings together industry icons like Swara Bhasker, Hard Kaur and Anjali Lama who return from previous seasons and new faces like Neena Gupta, Kubbra Sait, Sandhya Menon, and Malini Agarwal.

    True to the campaign thought that emphasises on the power of the collective, Levi’s assembled an all-female crew to execute this campaign and the track composed by singer songwriter Anushqa and rapper Hard Kaur.

    Levi’s India director marketing Meeta Bharvani said, “The #IShapeMyWorld campaign is driven by the insight that in a world that still tries to restrain women from achieving their potential by fueling insecurities about themselves; whether it is about her ‘body’ or her ‘being’; there are an increasing number of stories of women who took their chances and beat the odds.”

    “During the past 4 seasons of #ISMW, we drove inspiring stories of fearless women. This season we celebrate the power of the collective through women who are authentic, original and purposeful, all qualities that are inherent to the Levi’s® brand,” she added.

  • Miss Malini Entertainment’s digital play with first long form video content

    Miss Malini Entertainment’s digital play with first long form video content

    MUMBAI: With data becoming cheaper and more affordable, Indian market saw a high jump in online video consumption. Millennial audience is especially craving for more digital video despite the emergence of several OTT players.

    MissMalini.com which started as a hobby blog by Malini Agarwal is currently a go-to-digital destination for Bollywood, fashion and lifestyle. It has now started a new innings in the digital video space. The in-house production The Girl Tribe is the first long-form show under new “MMTV” (MissMalini TV) banner. The 12-episode series is an extension of “Malini’s Girl Tribe”, a Facebook community where women of all ages participate in meaningful interactions.  Starting the journey with The Girl Tribe Miss Malini Entertainment is developing several new MMTV properties which will range in length anywhere from 5-20 minutes.

    In an interaction with Indiantelevision.com, Miss Malini Entertainment CEO Nowshad Rizwanullah spoke about their first venture, how they are marketing the show and future plans for long-form content production plan.

    While almost all of the digital platforms collaborate with brands for video content, you have produced The Girl Tribe independent of marketers. What’s the reason behind that?

    We love working with brands and regularly create content in collaboration with some great advertising partners. Sponsors not only generate revenue, but the funding they provide also allows producers like us to invest more into the show to make it bigger and better for our viewers. However, when a brand partner is involved, it can also impact messaging and creative control. The Girl Tribe is a deeply personal show for us, and one that comes from our convictions as a team and our values as a company that women in India need a safe space and platform to speak their truths. Given the timely nature of the show, we did receive significant advertiser interest but we took an early call to make our first season an independent production. This has allowed us to create the show entirely per our vision, without compromise on the message, which for us is our most important priority. It also helps us experiment more freely to try and determine how we can most effectively get the message out, and as you can see from this current season our episodes have been getting stronger and stronger over time. That said, there are many socially conscious brands in the market today and provided there is authentic alignment with our goals for this show, we are open to adding brand partners for future seasons to allow us to invest more in the show and take its message to wider audiences.

    What has been the initial response to the show? Can you tell us the viewership pattern from your own data measurement?

    We’ve been very happy with the show’s response till date. While we viewed season one as just the first step in a larger, long term movement, the response from our audience, guests, fans and the industry at large has been so positive that we have accelerated our plans for the property. To give you a sense of numbers, the first five episodes have already reached over 10 million people, generating more than 2.5 million views and half a million engagements. The comments and discussions on the episodes, in particular, are especially heartening, as we are seeing people sharing very thoughtful and detailed opinions indicating the show is really striking a chord. What is also very interesting is that the show is reaching a wide audience. While the largest consumption is from women 25-34 (~45 per cent), the 35-44 age group is sizeable as well (25 per cent). And about 15 per cent of our viewership is 45-65+. This kind of diversity is quite rare in today’s digital video space.

    Was it your in-house production? How big was the production team? How much have you invested in this project?

    Yes, this show was completely conceived and executed in-house. Even the set is based in our own brand new in-house studio. The complete production team including creative and production, numbers between 15-20 people including temporary resources. We don’t disclose production costs but suffice it to say we are producing this first season very cost effectively which leaves a lot of scope for expansion now that we have a successful proof of concept.

    Going forward, do you have any plan for other long-form content production this year?

    Yes! The Girl Tribe is the first long-form show we have created under our new “MMTV” (MissMalini TV) banner. We have several new MMTV properties under development and we will be filling out the library on a regular schedule. These will range in length anywhere from 5-20 minutes, both fiction and non-fiction, and will bring life to the themes and topics our audiences already love from our other formats. Outside MMTV, we have already produced five different seasons of terrestrial television content over the last several years, and have ongoing discussions for new upcoming shows.

    Has this series increased the number of viewers on your site?

    The Girl Tribe is a Facebook and YouTube property, and if you watch the show you will see that we have specifically stayed away from plugging our other content or assets there. This comes back to the reason we have not taken on any brand sponsors this season – because the message comes first. That said, we have seen a nice increase in our video viewership and subscriber metrics, and we ran a related campaign called #ItEndWithMe on our website on 18 July that tied together our various activities in support for the themes of the show which also received strong participation and attention.

    What’s your marketing strategy? How do you plan to promote the show?

    Once again, you have to be careful about how you market a show like this. We were very clear that our first priority was to create meaningful conversation and engagement around topics that are severely underrepresented and go unacknowledged. We didn’t want to cheapen or dilute that message by embarking on an overly aggrandised marketing push that would overshadow the show itself. Perception-wise there’s a fine line between promoting important issues versus promoting yourself and we didn’t want there to be any confusion on this, even though we obviously have the marketing machinery behind us to go very wide. Therefore we have mostly prioritised word-of-mouth marketing and have let our actions and intentions speak for themselves. We are doing some light PR around the show, and of course, we will not turn down any outside interest to learn more and spread the word. Future seasons will get a larger push now that we have established the show’s credibility. But for this season we wanted the show to be powered by the voices of those who felt a connection to the show’s mission, wanted to be a part of its success or were just moved enough to share and engage as a vote of confidence.