Tag: Rahul Singh

  • Men’s wear designers challenge themselves at Lakme Fashion week

    Men’s wear designers challenge themselves at Lakme Fashion week

    MUMBAI: Three leading men’s wear designers – namely Deepit Chugh, Rahul Singh and Vikram Bajaj – made their mark at Lakme Fashion Week in partnership with FDCI on 12 October on the Runway.

    This season, the many aspects of city life with the convergence of  personalities, directions and experiments pushed fashion designer Deepit Chugh’s creativity on to the drawing board for his latest collection of his label Line Outline at LakmeFashion Week in partnership with FDCI.

    Deepit Chugh's avant garde collection

    It  showcased an Avant Garde men’s wear line, which was aimed at the daring adventurous male, who enjoys experimenting with his sartorial sentiments.

    The very dapper well-known theatre artist, Chintan R Rachh made a stylish entry on the ramp when he opened the show wearing a really cool, white, jacket lavishly embellished with pitta and hand bead work teamed with wide leg fringed pants.

    The many design elements of scaffolding, sidewalks patterns, glass cover buildings were reflected on his garments. The fabrics were ideal for the masculine look as sturdy men’s suiting materials were balanced with sheer tulle.

    Detailing appeared in the form of giant lapels for knee length coats or a shawl collar for cropped jackets. Sheer vests were dappled with embroidery, while discreet glitter occasionally appeared. The use of multi stripes in varying sizes and colours for a co-ord set, quirkily worn with a necktie, was a distinct inspiration from the theme. The Line Outline label at times also lived up to the brand name, as geometric linear prints appeared for biker jackets or coats.

    The silhouettes were loose with trousers moving from pleated to flat front. Embellishments concentrated on hand embroidery, cording, pitta work and hints of zardozi, while there was a marked emphasis on pattern and colour play, Deepit ensured that buyers were comfortable in the collection as his aim was to design easy and wearable clothes.

    “I like to work with looks using contemporary embroideries and create outfits that are wearable yet make a statement and allow you to stand out in a crowd. My inspiration is an amalgamation of city scapes, architecture and personalities that all come together. ” says the designer.

    Rahul Singh showcased an unconventional fashion direction

    Rahul Singh unconventional showcase

    Men’s wear in India has taken a fantastic path for the present-day buyers, who have been making some unconventional and adventurous choices. To match the requirements of the trendy male dressers, Rahul Singh unveiled his very innovative line that would fit perfectly into the Gen Z category at Lakme Fashion Week in partnership with FDCI.

    For years and from the beginning of his label, he has always believed in working towards the upliftment of the crafts and traditional methods of tie and dye and worked on many patterns and forms of Shibori.

    Called Modern Boheme, the look was aimed at the buyer, who preferred to dress sharply even while holidaying. It was a romantic showcase with crisp cuts and finely tailored clothes that the twenty-first  century male would like to see himself in.

    The highlight of the collection was the summer linen in strong masculine shades of grey, black and white that would suit the sartorial choices of stylish men. Giving a further boost to the style quotient, Rahul added the beautiful blends of Shibori craft to raise the collection’s embellishments’ standard. There were a variety of options like the tie-up robe with a sprinkling of embroidery, sequinned gilets, printed tunics and embroidered jackets for the fashion forward male.

    “If you like to Holiday in bold Bohemian Crisp monochromatic clothing, this collection is your Runway!” says the designer.

    The Modern Boheme line by Rahul Singh was all about an exclusive holiday, offering that was contemporary but in the classic category of fashion.

    Vikram Bajaj paid homage to the humble colour grey

    Vikram Bajaj's Line of Grey

    Vikram Bajaj paid a fashionable tribute to the colour grey with his collection Life of Grey at Lakme Fashion Week in partnership with FDCI. His latest men’s wear line was a mix of sporty couture that displayed Avant Garde silhouettes, on which modern graphics and prints, were inspired by Japanese culture, along with the spirit of the Samurai, anime, and street style.

    The colour grey according to Vikram has immense possibilities. Grey is often the unsung hero of the colour story, but it was a gentle hue that projected a quiet strength and elegance with umpteen options. From slate grey to dove grey, the colour was a reminder of beauty in life during the silent moments. Yet, it was a colour that speaks of power, simplicity, strength and a bit of ambiguity.

    Watch out for sporty colours as they made a spritely entry on the ramp for flawlessly tailored men’s wear. There were energetic shades of pale lime yellow, flame orange, winter sky blue, lupine and Mars red that added to the prime grey hue. While it was termed as a men’s wear line, Vikram’s look had many impeccably tailored pieces that were ideal for all genders. This reflected the designer’s commitment to inclusivity and diversity.

    Vikram is a daring unconventional men’s wear designer and his creations are coveted at times by both men and women. His cuts, styling and construction are experimental, yet perfectly structured. His cutting-edge designs speak a stylish, fashion philosophy.

    “My collection is a gender-neutral line that fuses sport couture with avant-garde silhouettes. The modern graphics and prints draw inspiration from Japanese culture, showcasing the spirit of the Samurai and a mix of street style. The energetic shades of pale lime yellow, flame orange, lupine, and Mars red enhance the primary grey hue, creating a vibrant and modern aesthetic,” says designer Vikram Bajaj.

    Vikram Bajaj’s Life of Grey celebrated the colour, which has been a gentle hue that projects great significance in fashion as well as in life.

  • Sustainability is the core of our brand: Rahul Singh

    Sustainability is the core of our brand: Rahul Singh

    Mumbai: EcoSoul Home is one of the largest eco-friendly products companies with an active presence in countries like the USA, Canada, India, China, and Vietnam, offering more than 70+ products in the market. The brand currently has multiple sales channels, including D2C, Amazon, and Walmart.com, a Retail presence in ~2,000 stores, and a significant B2B presence.

    EcoSoul Home significantly contributes to the local economy by encouraging SME sectors and women empowerment and exporting EcoSoul products from India, thus contributing to the thriving Indian exports sector.

    Indiantelevision.com caught up with EcoSoul Home co-founder Rahul Singh where he shared his insights, his experience of the industry and much more…

    Edited excerpts

    On he initial vision for EcoSoul Home

    Our brand was born out of our work in creating sustainable product categories at Wayfair in New York. It was that time when we noticed a significant demand for eco-friendly products and were inspired to innovate further. This led us to the unusual idea of upcycling plant waste into practical, everyday products, thereby reducing reliance on paper. Our initial mission was clear and simple: to contribute to a greener world by creating sustainable, eco-friendly products.

    With an initial investment of Rs 4 crores, we started our journey by specializing in creating products from bamboo, sugarcane bagasse, and palm leaf. And over the past 3 years, we have sold 967,000 products to nearly 100,000 customers across five countries, with our revenue reaching Rs 600 crore worldwide. This success was bolstered by securing external funding in 2021, which enabled us to expand our reach and product offerings further. Additionally, we have contributed to reducing over 1.3 million pounds of plastic and an equivalent amount of carbon emissions, reinforcing our mission to promote a greener planet.

    On securing the initial investment of $500,000, and the key factors that helped you close the $18 million funding round

    Ans: Our initial investment of $500,000 was sourced from our savings, along with contributions from a few supportive family members and friends who believed in our vision and the potential of our eco-friendly home solutions. One of the key factors that helped us close the $18 million funding was building a team of experienced professionals with diverse backgrounds in sustainability, technology, and business development, reassuring investors that we could execute our vision. We highlighted the growing trend towards sustainable living and the increasing consumer demand for eco-friendly home products, convincing investors of the significant growth potential. We also outlined a clear path to scale our operations, including plans for expanding our product line, entering new markets, and forming strategic partnerships, which attracted investors to our scalable business model. Additionally, we leveraged our network to connect with the right investors who shared our passion for sustainability, helping us find enthusiastic supporters willing to invest in our growth.  

    On deciding which new products to develop and introduce

    With over 100 products in the market, we employ a strategic approach to decide which new products to develop and introduce. Recognizing the rising demand for eco-friendly products, we focus on adapting to local preferences, cultural nuances, and diverse consumer behaviors to ensure our success in this dynamic market. Our process begins with comprehensive market research to identify gaps and opportunities in various regions. We closely monitor trends and consumer feedback to understand what people need and prefer in their daily lives. In 2023, we successfully introduced more than 50 products in the Indian market, all of which are affordable alternatives to single-use plastics. This achievement underscores our commitment to making sustainable living accessible to a broad audience. We prioritize affordability to ensure that eco-friendly options are within reach for as many consumers as possible. Additionally, we maintain a flexible and innovative approach, allowing us to quickly adapt to changing market conditions and emerging trends.  

    On approaching and balancing different sales channels

    Ans:   Yes, being present on different sales channels can be challenging, considering the demand planning and advertising algorithms for every channel are different. However, we are all about adapting to a comprehensive and strategic approach to manage and balance these diverse channels.

    Our strategies usually start off with developing bespoke marketing strategies for each different channel which caters to some specific characteristics. We also rely on trend mapping to keep track of what’s happening and synchronize our story in a way that is highly integrated and scalable.

    And, through consistent brand image and storytelling, we ensure that our brand values of sustainability and quality are clearly communicated. This consistency helps build trust and brand loyalty among our diverse customer base.

    Lastly, utilizing data analytics, we continually monitor performance across all sales channels. This data-driven approach allows us to understand customer preferences, identify emerging trends, and optimize our strategies accordingly. For example, insights from online sales can inform inventory decisions for retail stores, ensuring we meet demand without overstocking.

    On strategies you have found most effective for expanding your market presence in countries like the USA, Canada, India, China, and Vietnam

    Guided by our created approaches, expanding our market presence has been a strategic priority for us. In the USA, where we began, we capitalized on the strong consumer demand for sustainable products through strategic partnerships with major retailers and targeted marketing campaigns that emphasize our commitment to eco-friendly practices. This approach has enabled us to navigate a competitive landscape and establish a strong foothold. In Canada, we’ve used the growing interest in sustainability by localizing our marketing efforts and expanding our retail presence, ensuring our products resonate with Canadian values.

    In India, we’ve focused on local manufacturing to optimize costs and availability while educating consumers about the benefits of our eco-friendly offerings. Collaborations with local businesses and NGOs have further enhanced our outreach and credibility. China presented opportunities through digital marketing on popular platforms and partnerships with local retailers, emphasizing sustainability as a key selling point amid rising environmental concerns. Lastly, in Vietnam, we’ve prioritized affordability and distribution network expansion, alongside community engagement initiatives to promote our brand and sustainability efforts.

    On sharing some of the sustainable practices and materials that you use in your products

    Sustainability is the core of our brand, it drives every aspect of our product development and company ethos. Our commitment to sustainable practices is reflected in the materials we use and the methods we employ. Our products are crafted from eco-friendly materials such as palm leaves, bamboo, sugarcane bagasse, and PLA (polylactic acid), all of which are renewable and biodegradable. These materials not only reduce environmental impact but also ensure that our products are safe and non-toxic for consumers.

    Our focus on sustainability is guided by the 3As: awareness, availability, and affordability. We strive to raise awareness about the importance of sustainable living through our products and initiatives. By ensuring that our products are widely available, we make it easier for consumers to make environmentally conscious choices. Finally, we are committed to affordability, ensuring that sustainable products are accessible to a broad audience without compromising on quality or design.

    On some initiatives to support women’s empowerment within the communities you operate

    Since our inception in 2020, we have employed over 100 women, focusing on their professional and personal development. Our efforts are particularly evident in rural India, where our in-house manufacturing capacity has created over 50 jobs for women, providing them with stable employment and income. By bypassing middlemen and directly employing local communities, we ensure that women receive fair and well-deserved wages, contributing significantly to their financial independence.

    Apart from this, we have collaborated with organisations like +Purpose to enhance our women’s empowerment initiatives. These partnerships allow us to implement programs that uplift and support our female workforce. Also, our American website offers customers the option to support women’s empowerment through their purchases. At checkout, consumers can choose from four causes, two of which specifically aid local female workers in India and assist women-led small to medium businesses. Furthermore, we offer various training programs and workshops aimed at the professional and personal development of our female employees. These initiatives help them build skills, gain confidence, and advance in their careers.

    On major trends you see shaping the future of the eco-friendly products industry

    Ans: The eco-friendly products industry is undergoing a significant transformation. Firstly, consumer expectations are evolving. More than ever, consumers expect brands to be transparent and responsible. They demand high-quality products and services from companies that behave ethically and contribute positively to society and the environment. Secondly, the integration of smart technology is revolutionizing the industry. Innovative solutions for water management, air quality monitoring, and urban planning are optimizing resource usage and enhancing environmental resilience in cities worldwide. These technologies not only improve efficiency but also help in minimizing the environmental footprint of urban areas.

    Another major trend is the mainstreaming of environmental, social, and governance (ESG) factors in sustainable finance and investment. Investors are increasingly demanding transparency and accountability regarding ESG performance, driving companies to improve their sustainability practices to attract investment. This shift towards sustainable finance is encouraging businesses to adopt more comprehensive and integrated approaches to environmental and social governance, ensuring long-term positive impacts.

  • New content coming up on ZEE5 Global add-ons

    New content coming up on ZEE5 Global add-ons

    Mumbai: Kicking off 2024 with an electrifying lineup of new content for viewers in the US on ZEE5 Global Add-ons! From gripping mysteries to heartwarming tales, we have it all to get you hooked to your screens this January! Here’s what you should not miss watching.

    Video Cam Scam on Epic On

    A thriller that will keep you on the edge of your seat. Epic On web series Video Cam Scam, premieres from 12 January onwards on the platform. With an ensemble cast including Rajniesh Duggal, Amruta Khanvilkar, Farnaz Shetty, Kunj Anand, Aradhana Sharma, Rahul Singh, Pritam Singh, and Hansika Jangid Vaibhav Khisti, this Hindi series follows Sub Inspector Vinay Kumar as he unknowingly falls into the trap of a video calling app by Sonu, Titu & Sweety, leading to a thrilling and dramatic situation.

    Gaddi Jaandi Ae Chalaangaan Maardi on Chaupal

    Chaupal is bringing Gaddi Jaandi Ae Chalaangaan Maardi, a Punjabi movie filled with laughter and mischief. Streaming now on the platform, with a star-studded cast including Ammy Virk, Binnu Dhillon, Jaswinder Bhalla, and BN Sharma, this rollercoaster of hilarity takes you on a journey adorned with rib-tickling moments and uproarious escapades. The film centres on comical chaos as the protagonist attempts to marry his ladylove Pooja amidst his family’s long list of dowry demands, further complicated by a smashed car.

    Parinda Paar Geyaa on Chaupal

    Another Chaupal addition is Parinda Paar Geyaa a Punjabi drama that narrates the story of courage and determination. Streaming on the platform from 25 January the film witnesses individuals soaring beyond their limits, breaking free from societal constraints, and spreading their wings to reach new heights. Starring Gurnam Bhullar and Roopi Gill, the plot revolves around Jassi, a village boy with musical dreams and a torn heart, overcoming challenges in love and career to become a rockstar and win the girl of his dreams.

    Swathi Mutthina Male Haniye on Simply South

    Swathi Mutthina Male Haniye streaming now, brought to you by Simply South is a Kannada movie that revolves around Prerana, a hospice counselor, who finds new meaning in her life as she befriends Aniketh, a terminally ill patient. Their bond challenges conventional notions of love, life, and humanity, with a cast featuring Raj B. Shetty, Siri Ravikumar, Balaji Manohar, and Surya Vasishta.

    Users can download the ZEE5 Global app from Google Play store / iOS App store. It is available on Roku devices, Apple TVs, Android TVs, Amazon Fire TV and Samsung Smart TVs. Users can also access ZEE5 Global on www.ZEE5.com.

  • ‘Video Cam Scam’: EPIC ON’s new gripping series exposes the world of sextortion

    ‘Video Cam Scam’: EPIC ON’s new gripping series exposes the world of sextortion

    Mumbai: Did you know India witnesses 500 cases of sextortion every day? Sextortion scams are the biggest threats of the internet, and EPIC ON’s upcoming web series is an edge-of-the-seat thriller that tackles this subject.

    ‘Video Cam Scam’ starring Amruta Khanvilkar and Rajneish Duggall, is a twist and turn filled tale about a husband and wife battling the dark and deadly forces behind the shocking online crime known as ‘sextortion’.

    Scheduled to release on 12 January, the series follows Vinay Kumar, an honest and upright police officer, and Priya, his kind and loving wife. The picture-perfect couple is pulled into the sinful world of sextortion when Vinay gets trapped in this wicked web.

    Will Vinay be proven innocent? Can Priya save her husband?

    The Blue Drop Films production answers these enthralling questions while also serving a timely reminder against the dangers of the internet. The show also stars Farnaz Shetty, Kunj Anand, Rahul Singh, Aradhana Sharma and Pritam Singh in pivotal roles.

    Sharing his comments on their second web show, EPIC ON COO Sourjya Mohanty said, “At EPIC ON, our endeavour is to unveil diverse and novel stories. While our first release was a witty con caper, our second show is a thrilling and unfiltered look at the darker side of the internet that many Indians don’t know of. Video Cam Scam will keep you hooked till the end, while also sharing an important message”.

    Talking about the project, Amruta Khanvilkar said, “Video Cam Scam is a thrilling and entertaining drama with a pertinent message. The story seamlessly blends thrills and suspense with a real and relevant subject. What drew me towards my character was how she switches from devoted wife to a headstrong warrior at her own will”.

    Sharing his thoughts on the series, Rajneish Duggall said, “The first time I read the script of this show, I was quite taken aback by how deep and dark the world of sextortion runs in India. When I read the way Vinay has to battle all odds to get justice, I knew this was a role that I couldn’t say no to”.

    ‘Video Cam Scam’ marks EPIC ON’s second coveted release post the success of ‘Tatlubaaz’. After starting with an entertaining bang, EPIC ON looks all set to capture eyeballs again with a scintillating tale of crime, love, sin and justice in the digital world.

    ‘Video Cam Scam’, a Blue Drop Films production starring Rajneish Duggall and Amruta Khanvilkar, starts streaming on EPIC ON from 12 January 2024.

    https://www.epicon.in/tv-shows/video-cam-scam

  • Good Creator Co launches DVC featuring co-founder Rahul Singh highlighting Smart Campaigns

    Good Creator Co launches DVC featuring co-founder Rahul Singh highlighting Smart Campaigns

    Mumbai: The Good Creator Co., India’s largest creator ecosystem, is proud to announce an insightful video campaign featuring Rahul Singh, co-founder of Good Creator Co. The Smart Campaign is an innovative technology platform tailored for brands poised to reshape the influencer collaboration landscape in India.

    The newly launched digital video campaign highlights the capabilities and benefits of the Smart Campaign platform, emphasizing how the platform engages through high-quality content creation and the amplification of brand content through influencers, with precise audience targeting. At its core, the Smart Campaigns platform is a game-changer for brands seeking to launch impactful influencer marketing campaigns. Its ability to streamline the entire process sets it apart, eliminating the need for tedious manual intervention. This revolutionary approach is reshaping the landscape of traditional influencer marketing by doing away with the complexities often associated with agencies. To mark the launch, brands have the opportunity to sign up and experience their first influencer marketing campaign for free.

    With the Smart Campaigns platform, brands can enjoy the best of both worlds – the autonomy of managing their influencer campaigns directly and the benefits typically associated with agencies. With its impressive set of features, the platform offers a cost-effective solution for brands, with its zero commission policy and no agency or platform fees involved, enabling maximum budget utilization.

    Speaking on the newly launched Smart Campaigns platform, Good Creator Co. co-founder Rahul Singh said, “We are excited to introduce the smart campaigns platform. This platform utilizes 100% technology-driven campaign execution, providing real-time analytics for effective campaign tracking. Our focus is on amplifying your campaigns by collaborating with the most relevant influencers through precision targeting and generating high-quality influencer content. Brands can now execute campaigns within 48 hours and foster strong bonds with relatable content, all within budget-friendly campaigns. With Smart Campaigns, brands no longer need to rely on unpredictable outcomes. Our goal is to multiply your ROI by targeting the right audience base.”

    The Smart Campaigns platform is powered by advanced technology and a user-friendly interface that stands out from traditional influencer marketing tools. By fostering accountability and empowering brands to make informed decisions about their marketing strategies, this initiative highlights the Good Creator Co.’s commitment to driving success for brands and influencers. The Smart Campaign Platform has already gained traction among leading Indian brands, including  HealthifyMe, Zoomcar, Coral Haze, Best Life, Brwn, Emami, Subtract, Urbanmatch, Puma, MyGlamm, Nua, and Shoppers Stop.  

    Since April 2022, the Good Creator Co. has facilitated 135,000 brand collaborations for creators. Over 2,000 brands utilize the Good Creator Co.’s platform, tapping into the extensive creator and influencer network for thousands of influencer marketing campaigns. Smart Influencer Marketing by the Good Creator Co. redefines the brand approach to influencer campaigns by offering an all-in-one solution to overcome common challenges. With its deep integration of technology, the platform provides a seamless experience for brands in search of measurable results, solidifying the Good Creator Co.’s position as a game-changer in the influencer marketing industry.

  • GUEST ARTICLE: The future of brand marketing using influencers

    GUEST ARTICLE: The future of brand marketing using influencers

    Mumbai: ‘Influencer marketing is the future,’ ‘Influencer marketing helps brands reach millions,’ and ‘Influencer marketing has limitless potential.’ We see such statements across articles, news, blogs, etc. As we dissect the relevance and future of influencer marketing, let’s clarify what it is.

    Simply put, influencer marketing uses content creators on social media to craft engaging promotional content to drive traffic and conversions, boosting the brand’s growth and revenue. But is it true? Can we assume that brands can turn towards influencer marketing as the marketing industry’s future? And if so, how is this shift getting suitable returns? How is the integration happening across different mediums? How is it a reliable method of generating high ROI? Finally, and most importantly, what is influencer marketing for brands? In this article, we will unravel this boundless strategy.

    One strategy – multiple purposes served

    Influencer marketing, with its multifaceted benefits, serves more than one purpose. Some of the objectives of brand marketing with influencers can range from:

    1. Building brand awareness: Influencers can amp up the brand positioning and visibility for their respective followers, especially if they’re niche-based with a highly engaged audience.

    2. Increase reach: Influencers can help brands reach broader and more relevant audiences across cities or countries. This also helps the audience connect strongly with the brand that their favourite influencers associate with.

    3. Drive sales/traffic: Influencers can help brands get more qualified leads and traffic with their content.

    4. Improve brand image: Influencers are usually considered experts or key leaders in their niche or industry, and their followers highly value their opinions. When an influencer posts something good about or for the brand, this boosts the brand’s credibility and image.

    Sass and Sales are on the same side now-

    The evolution of digital marketing has taken over people’s digital privacy, so it’s safe to say that most of the expensive advertisements you’re pushing forward to your potential customers are not even reaching them. As a result, people are now paying to stop receiving advertisements. So it’s no surprise that the marketing industry witnessed the rise of influencer marketing as the hero of marketing, helping brands reach their potential customers on social media platforms with quirky, engaging, and relatable promotional content. Leading creators have mastered the subtle and sassy ways of promoting products or services. Be it Bhuvan Bam’s Myntra collaboration, RJ Karishma’s Hotstar collaboration or KYRA’s boAt collaboration, the content doesn’t just reach millions of people, it also helps people connect more with the brand. They feel the urge to buy the products recommended by their favourite influencer, driving high ROI in sales, website traffic, instals, brand visibility, awareness, and so much more.

    Pay Less, Earn More? Yes, that’s on the table

    Tired of paying for ads and marketing promises that never yield good returns? Influencer marketing has successfully established itself as a cost-effective strategy. How? Here’s an example: Micro-influencers charge as low as Rs 2,000 for content that reaches 50k potential customers. At the same time, macro influencers charge Rs 40,000 or more for content that reaches five million potential customers. Moreover, influencer marketing can be customised to suit your brand’s budget, ensuring your brand spends less and gains more.

    Not just that, some influencers even prefer to do barter campaigns, meaning your brand can give some products to the influencer in exchange for a promotional post for the product.

    Rule the digital world? Yes, along with customers’ hearts and pockets!

    The digital crowd is hooked on their social media platforms throughout the day. Be it Instagram, Youtube, Twitter, LinkedIn, or Facebook. However, the digital crowd is smart, so the selling process has to be more innovative. Customers are no longer attracted to advertisements promoting anything and everything. Brand marketing with influencers can be considered the liveliest form of marketing by simultaneously capturing millions across the globe. Let’s check out some of the leading influencer campaigns across different social media platforms to better understand them.

    1. YouTube influencer marketing: Youtube influencers specialise in different niches. Collaborating with YouTubers for brand marketing can add value for your target audience while driving higher conversions. Some YouTube brand campaigns with influencers include live-shopping, review videos, and narrative and reaction videos, among others. Case in point, Open Book launched a regional campaign with influencers to familiarise the brand’s new products with its target audience. The content revolved around experts talking about the products and their solutions.

    2. Instagram influencer marketing: With Instagram, brand marketing with influencers usually focuses on campaigns that aim to earn brand mentions, product reviews, content sharing, and contests. With the rising popularity of Instagram in the last decade, the creator pool has successfully implemented content curation and creation strategies that boost brand awareness, sales, brand visibility and more. Case in point: Paragon collaborated with mega influencers to target the youth audience and depict the brand as the go-to footwear for all occasions. The content revolved around reviews and product experiences, with a hint of humour.

    3. Snapchat influencer marketing: Snapchat marketing with influencers is often considered the ace of social media due to the high rates of conversion, genuine interaction, and two-way content engagement allure it holds. Case in point: In 2020, Dunkin’ Donuts launched the most extensive campaign on Snapchat. To put a smile on its customers’ faces, it launched a campaign on National Donut Day. The brand’s Snapchat channel was taken over by influencers who posted snaps from Dunkin’ Donut outlets. To enhance their customers’ experience, they also devised a “Geofilter” that visitors could access after signing up with the store, driving high outlet visits.

    Over the years, we have witnessed brand marketing with influencers on Facebook, TikTok, Twitter, etc. It is safe to say that the trend has seen a glorious rise, and the future of brand marketing with influencers is ripe with possibilities and opportunities. Most brands have started adopting and adapting as per the latest trends and updates, staying in-vogue with campaign strategies with the “WOW” factor for the digital crowd, like boAt with its first-ever campaign with virtual influencer KYRA or L’Oreal revamping its influencer marketing strategies in a relatable way. One thing is sure: influencer marketing plays a vital role in the growth trajectory of brands. It won’t be long before most leading brands shift their strategies to adopt influencer marketing as a core strategy.

    The author of this article is The Good Creator Co. co-founder Rahul Singh.

  • Khushwant Singh: The man with good-intentioned malice towards all, signs off

    Khushwant Singh: The man with good-intentioned malice towards all, signs off

    NEW DELHI: ‘With Malice towards one and all’ was a rare title for a weekly column. He had seen India grow from being a country ruled by the British to a freedom tainted by corrupt politicians and technocrats. Only he could have had the courage to speak out so bluntly.

     

    Renowned author and columnist Khushwant Singh, who is remembered not only for his weekly knife-edged columns but also his ability to laugh at himself, passed away Thursday morning, aged 99.

     

    He was married to Kawal Malik. He is survived by his son Rahul Singh and daughter Mala. Actress Amrita is the daughter of his brother Daljit Singh and Rukhsana Sultana.

     

    He stayed in “Sujan Singh Park” near Khan Market, New Delhi’s first apartment complex built by his father in 1945 and named after his grandfather.

     

    He founded the Planning Commission journal Yojana, and also served as the editor of the Illustrated Weekly of India, the National Herald, and the Hindustan Times.

     

    Apart from his columns and poems, he is remembered for one of the best novels based on the partition of the country –Train to Pakistan – which was converted into a very moving and poignant film years later. 

     

    Not surprisingly, he titled his autobiography as “Truth, Love, and a Little Malice” and this was published in 2002.

     

    Singh was awarded the Padma Bhushan in 1974, an award he returned in 1984 to voice his protest against the siege of the Golden Temple in Amritsar. Later in 2007, he received the Padma Vibhushan, the second highest civilian honour in the country.

     

    He also served as a member of the Rajya Sabha from 1980 to 1986 and

     

    Even though he could be very pungent and acidic in his criticism, he never gave up humour in his writings. His comparisons of social and behavioral characteristics of Westerners and Indians are laced with acid wit.

     

    Singh was born on 2 February 1915 in Hadali in District Khushab in the then undivided Punjab, which is now known as Sargodha district and is in Pakistan. His father Sir Sobha Singh was a prominent builder and is credited with the design of the present-day Connaught Place and many parts of Lutyens’ Delhi. His uncle Sardar Ujjal Singh (1895–1983) was Governor of Punjab and Tamil Nadu.

     

    He was educated at Modern School, New Delhi, Government College, Lahore, St. Stephen’s College in Delhi and King’s College London, before reading for the Bar at the Inner Temple.

     

    During his tenure, The Illustrated Weekly (now extinct) became India’s pre-eminent newsweekly with its circulation rising from 65,000 to 4,00,000 copies. Known for his penchant criticisms, he was asked to leave the journal on 25 July 1978, a week before his retirement, after working for nine years in the weekly. This led to a major drop in readership of the weekly.

     

    His works ranged from political commentary and contemporary satire to outstanding translations of Sikh religious texts and Urdu poetry. Despite the name, his column “With Malice Towards One and All” regularly contained secular exhortations and messages of peace. In addition, he is one of the last remaining writers to have personally known most of the stalwart writers and poets of Urdu and Punjabi and profiled his recently deceased contemporaries in his column.

     

    He had often been accused of favoring the ruling Congress and was known to be close to the then Prime Minister Indira Gandhi. His faith in the Indian political system had been shaken by events such as the anti-Sikh riots that followed Indira Gandhi’s assassination. But he has remained resolutely positive on the promise of Indian democracy and worked via Citizen’s Justice Committee floated by H. S. Phoolka who was a senior advocate of Delhi High Court.

     

    His many books include The Mark of Vishnu and Other Stories (1950), The History of Sikhs (1953 with a revised edition in the early sixties and a second edition in the late sixties),Train to Pakistan (1956), The Voice of God and Other Stories (1957), I Shall Not Hear the Nightingale (1959), The Sikhs Today (1959), The Fall of the Kingdom of the Punjab (1962), Ranjit Singh: The Maharajah of the Punjab (1963), Ghadar 1915: India’s first armed revolution (1966), A Bride for the Sahib and Other Stories (1967), Black Jasmine ( 1971), Tragedy of Punjab (1984) Women and Men in My Life (1995), Uncertain Liaisons; Sex, Strife and Togetherness in Urban India (1995), Why I Supported the Emergency: Essays and Profiles ( 2009) and Delhi: A Novel (1990). In addition, he had several anthologies of short stories, and wrote the television documentary Third World – Free Press for a British channel in 1982.

     

    Apart from the Rockfeller Grant, he had received the Honest Man of the Year award from Sulabh International, the Punjab Rattan award from the Punjab Government, and the Sahitya academy fellowship of the Sahitya Akademi.

     

    Often a butt of jokes for his attitude towards women and sex, Khushwant did not lose his sense of humour even after he had stopped actively writing or socialising. He will remain an icon for the modern Indian writers who often emulate his style to gain popularity.

  • Khiladi 786 a fairly enjoyable fare

    Khiladi 786 a fairly enjoyable fare

    MUMBAI: Khiladi 786 is the eighth in the Khiladi series and as it was with earlier ones, this too has nothing in common with the other films of the same name. Khiladi is more like shorthand for Akahsy Kumar and though his character is from Punjab, the “786” in the title serves two purposes: it provides a title that is ready to use for an Akshay film and also to attract the Muslim audience.

    Besides the 786 factor, the film’s other main characters also represent communities; Himesh Reshammiya is from a typical Gujarati family while Mithun Chakraborty and Asin are Maharashtrian. Not surprising considering Western India and North make up for over 70 per cent of box office revenues.

    Since his debut film as the lead, Saugandh, every maker has made sure that Akshay’s entry scene is claptrap. Khiladi 786 keeps the tradition alive as Akshay takes on a bunch of toughies and renders them harmless at the speed of light. A claptrap narration follows: ‘Duniyamein teen cheezen hoti zaroor hai lekin kisi ne dekhin nahin … bhooton ka sansar, sacha wala pyar aur 72 Singh ki raftaar’; 72 Singh being Akshay’s character in the film.

    An equally dramatic entry scene is devised for Asin as she takes one of her suitors on a spin around town in her car at a suicidal speed to scare him away.

    Reshammiya’s family business is matchmaking. His father, Manoj Joshi has set a target of arranging 500 matches in his lifetime. However, Reshammiya plays the spoiler on most occasions as wittingly or unwittingly he gives away the lies Joshi uses to arrange matches, including manipulating horoscope charts. After one such blunder by Reshammiya, which breaks up a marriage which is already under way, Joshi has had enough and throws his son out. Reshammiya takes refuge with his friend, Sanjay Mishra, an undertaker and provider of Hindu last rites. Even as Reshammiya is venting his frustrations to his friend, Asin’s speeding car hits a pole near them. Both end up being presented in front of Mithun Chakraborty, the most feared don of Mumbai and elder brother of Asin.

    Mithun wants to marry off his sister, Asin, but she knows that looking at her brother’s background, only another goon will marry her and keeps foiling her brother’s attempts to find a match for her. In fact, she already has a beau who is serving time in jail. Reshammiya’s family business comes to the fore and he along with Mishra accepts the challenge to find a match for Asin despite a threat from Mithun that if they fail the consequences would be dire. But Reshammiya needs to prove himself to his family and he also has in mind just the person who can rein in wild Asin. That is Akshay Kumar, whom Reshammiya has seen in action on an earlier occasion.

    Reshammiya plays the matchmaker with the mantra borrowed from his father that like a pinch of salt in dough for chapattis, a little lie is okay in their business of matchmaking. He convinces Mithun to pose as a police officer since, to his knowledge Akshay’s family is full of policemen.

    As both the families come together, the fun continues till Akshay discovers that Asin has a boyfriend, the jailbird, Rahul Singh who does something foolish every time he is released and is soon picked up again. In this event, there is not much scope for romance between Akshay and Asin except for some songs in dream sequences.

    Khiladi 786 counts mainly on comedy and action. While for comedy the film has a screen full of characters, the onus of providing thrill rests mainly on Akshay’s shoulders. The film has funny sequences with dialogues to match. The songs are a plus point for the film with ‘Saari saari raat…’ being melodious, the others, ‘Balma…’ and ‘Hookah bar…’ being racy.

    Akshay is in his element in action scenes and deadpan in comic scenes. Mithun Chakraborty, seasoned artiste that he is, convincingly carries out a don caricature. Asin as an aggressive shrew is good. Reshammiya shows a marked improvement in his acting. The villain, Rahul Singh, is not a perfect choice to match Akshya’s image and character. The supporting star cast of Raj Babbar, Mukesh Rishi, Manoj Joshi, Sanjay Mishra, Rajesh Khattar, Johny Lever, Bharti Singh and Mushtaq Khan is adequate.

    Khiladi 786 opened well but the collections have varied through its first day. However, being fairly enjoyable fare, it should make up over the weekend.