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Tag: Sonam Kapoor

  • #BabaKaDhaba, a perfect influencer marketing case study?

    #BabaKaDhaba, a perfect influencer marketing case study?

    NEW DELHI: It started, as many viral sensations these days do, with an Instagram post. Only this time, it wasn’t a celebrity’s staged photo-op or a kitten or puppy’s cute antics, but an octogenarian couple struggling to make ends meet.

    Food blogger and Instagram influencer, Gaurav Wasan (@youtubeswadofficial) is usually on the lookout for lesser-known eateries around the Delhi.  Earlier this week, he happened to stumble upon Baba Ka Dhaba, run by an elderly couple. The owner, Kanta Prasad, said the pandemic had shattered his small business and there were hardly any customers visiting the food joint even after the unlock phase.

     
     
     

     
     
     
     
     

     
     

     
     
     

    Inhe hamari help ko bahut zarurat he #share #foodvideo #viralvideo #old #oldcouple

    A post shared by Gaurav Wasan (@youtubeswadofficial) on

    Their despair came to light when Gaurav captured the visuals of the old man breaking down in tears as he related how, even after working for the entire day, he can hardly scrape together Rs 60. Gaurav shared the video on his Instagram page and asked his followers to support the elderly couple, and others in the same predicament, in every possible way.

    Within hours, the video went viral – garnering around a million views the same day. People started extending helping hands to support the tiny business. But the real magic happened when Vasundhara Tankha Sharma posted the same video on Twitter and urged netizens to #supportlocal. Sharma’s tweet racked up thousands of retweets, comments, and likes and #BabaKaDhaba started trending. This led other influencers, YouTubers, media houses and content creators to visit the food joint and spread the word. The story got amplified, and long queues were witnessed at the small shop.

     

     

    Experts feel that the hype built around Baba Ka Dhaba will ultimately fizzle out but it has shown the positive impact and true potential of social media.

    Mad Influence founder and CEO Gautam Madhavan was of the view that the number of people standing outside the dhaba will go down, but his business definitely improved and picked up pace compared to before. In short, he will earn and live better than yesterday.

    People started searching for #BabakaDhaba and there was a massive interest in the audiences around the subject. The interest levels went from zero-to-hundred in no time.

    Filter Coffee Co. creative head Rahim Musani said that the video received one of the most organic reactions and struck a chord with the audience, which showed us all the power of social media and over-night virality.

    The video made its way into celebrity circle, with actors like Sonam Kapoor, Raveena Tandon, Randeep Hooda, Swara Bhasker, Nimrat Kaur, cricketer R Ashwin, and many others stepping up to offer financial help. AAP MLA Somnath Bharti met the elderly couple and assured them of support.

     

     

     

    Many brands too joined the cause. 

    Food delivery app Zomato listed Baba Ka Dhaba on its app. The brand’s team is working with Kanta Prasad and his wife to enable food deliveries.

     

     

    PepsiCo also gifted the old couple a beverage cooler with free stocks of its line of drinks. In fact, the company saw this as an opportunity and revamped the dhaba with Pepsi branding.

    Dating app Tinder said in one of its tweets: “We recommend Baba Ka Dhabha for your next date.”

     

     

    The National Restaurant Association of India (NRAI) has pledged to improve the infrastructure of Baba Ka Dhaba and make it Covid2019 compliant.

    As of now, the food outlet and the elderly couple have been sponsored by a beverage, phone, e-wallet, online food, and brands from other categories. They have completely revamped the look and feel of the outlet.

    Although it was very clear that brands simply aimed to hop on the popular trend as it generated great earned media for them at an extremely low cost. The news about their associations was promoted in the news outlets -online and offline, and social media pictures.

    In professional circles, however, the overarching impression seemed to be that the lifespan of an overnight internet sensation like Baba Ka Dhaba is limited and the buzz around them will be quite short-lived – unless they find a way to make the most of all the exposure both personally and professionally.

    According to Whistling Woods International chief technology officer and vice-president Chaitanya Chinchlikar, the Baba Ka Dhaba video isn’t an ideal example of influencer marketing. “It’s an example of the innate strength of social media platforms and the ability of the right content at the right time to capture the attention of millions and spread globally, practically overnight.”

    Monk Media Network creative director Adrine D'mello also doesn't consider it a classic case study, but an instance in which netizens collectively showed that the power of social media is immense. “A video that was recorded to just try and get the elderly couple some exposure through the network of friends and family just got bigger and bigger, with celebrities eventually joining in to support the cause,” he said.

    The viral video has also prompted several social media influencers and content creators to look for other such food joints who may need support from the people. One such food joint that emerged during the weekend was from Agra.  

    On the other hand, Wasan, the Instagram influencer has garnered around 30 million views on the video at the time of filing this story. He’s also registered a massive uptick in follower count – from 26k followers a few days ago to 180k followers now.

    The organic reach which Wasan got in real-time is astonishing. This particular case study shows the power of the influencer community, what can be achieved if it’s leveraged properly.

     

     

    “The hype around it will settle down in a few days. However, the video and the name will stay with people. Baba Ka Dhaba has become a landmark and will be remembered like that,” D’mello concluded.

  • Shemaroo to launch new celebrity chat show

    Shemaroo to launch new celebrity chat show

    MUMBAI: Shemaroo Entertainment has launched a brand-new celebrity chat show, Movies and More, hosted by TV and Radio host Siddharth Kannan. Movies and More is currently aired on Shemaroo’s Bollywood Premiere channel on key DTH platforms like Tata Sky, Airtel, Dish TV and Videocon D2H on weekdays at 9 pm. A new episode is released every Thursday.

    The chat show will soon be available on Shemaroo’s recently launched video streaming app – ShemarooMe. Enthusiasts can also log on to Shemaroo B-Town’s social media channels, earlier known as Shemaroo Miniplex, to catch the exclusive behind the scenes and all the buzz around new-age Bollywood celebrities.Talented Bollywood celebrities like Vicky Kaushal, Yami Gautam, Anil Kapoor, Tapsee Pannu, Sonam Kapoor and many more for movies like URI, Thackrey, Ek Ladki Ko Dekha toh Aisa laga, Total Dhammal, Badla have graced the couch till now. These celebs indulge in heart-warming and hilarious conversations; give exclusive inside scoops and fascinating anecdotes around their latest movies. 

    Shemaroo Entertainment CEO Hiren Gada said, “Indian audience is always keen to know behind the scenes and interesting stories of their favourite Bollywood celebs and we feel, Movies and More is a perfect platform for the audience to get closer to their favourite movies and celebs. At Shemaroo, we always look at churning out fresh content and giving the best of entertainment to our audience.”

    Movies and More, a fresh and fun celebrity chat show, is filled with engaging conversations with celebs of upcoming movies, who talk about their journey and career milestones, interesting experiences and funny instances while shooting the film. The show connects the audience to their favourite actors and Bollywood movies. Right from the current Bollywood heartthrob Kartik Aaryan sharing some exclusive stories, to the talent-powerhouse Nawazuddin Siddiqui getting chatty about his acting techniques, stars who have graced the show are plenty, passionate and candid.

  • Los Angeles Tourism partners with Sonam Kapoor in new campaign

    Los Angeles Tourism partners with Sonam Kapoor in new campaign

    MUMBAI: Los Angeles is no stranger to star power, so when it came time to showcase the city’s thriving arts and culture, culinary, sports and hotel scenes to Indian travelers, Los Angeles Tourism looked no further than one of India’s favourite couples, Sonam Kapoor and Anand Ahuja. The destination has featured the duo in its latest digital marketing campaign.

    Tapping into Sonam and Anand’s passion for reading, vegan cuisine, the film industry, basketball, art, and more, the four-episode campaign shows them visiting the legendary Los Angeles County Museum of Art, experiencing the one-of-a-kind Warner Bros. Studio Tour Hollywood, tasting Chef Esdras Ochoa’s famous vegan tacos at Salazar and vibing at the hot Hollywood Roosevelt Hotel. Paid content will run on Facebook and through a partnership with Times of India, while Sonam will also be posting content on her social media accounts.

    Los Angeles Tourism began investing in travel trade efforts in India back in 2016 and consumer marketing efforts began in 2017. In 2018, the city welcomed more than 130,000 visitors from India, a 5.1 per cent year-over-year increase. On average, Indian travellers spend 8.6 nights in Los Angeles with research indicating sightseeing (95per cent), shopping (77per cent) and art galleries & museums (37per cent) as top preference.

    The destination aims to grow its share of visitors from India and will undertake continued trade and consumer marketing initiatives throughout 2019 to include thematic familiarisation tours, trainings and more.

  • IWC celebrates new Pilot’s watches launch in Geneva

    IWC celebrates new Pilot’s watches launch in Geneva

    MUMBAI:  IWC Schaffhausen celebrated the launch of its new Pilot’s Watches with an exclusive gala evening at the Salon International de la Haute Horlogerie (SIHH) in Geneva. Around 800 guests had the chance to admire a true icon of British aviation – the Spitfire – and ring in the year of Pilot’s Watches together with IWC. Among them were numerous prominent brand ambassadors of the Swiss luxury watch manufacturer such as Bradley Cooper, Rosamund Pike, Dev Patel, Adriana Lima, James Marsden, Karolina Kurkova, and Sonam Kapoor.

    This week at the Salon International de la Haute Horlogerie in Geneva, IWC Schaffhausen unveiled its new Spitfire, TOP GUN and “Le Petit Prince” models. This year, the Swiss luxury watch manufacturer invited the international IWC family and guests to come together at an exclusive gala evening to live the dream of flying.

    The first of many highlights of the evening came when a real Spitfire landed spectacularly on site. Out strode British pilot Matt Jones, who intends to take off on a round-the-world trip in the Silver Spitfire next summer, starting in Goodwood, England.

    IWC is supporting the ‘Silver Spitfire − The Longest Flight’ project as its main sponsor. Musical highlights were provided by successful Icelandic quartet Kaleo, who performed some of their best-known hits such as ‘Way down we go’ as well as IWC‘s very own house band who came together especially for the evening.

  • Traworld launches new campaign featuring Sonam Kapoor

    Traworld launches new campaign featuring Sonam Kapoor

    MUMBAI: Traworld, the premium luggage brand from the house of High Spirit Commercial Ventures, has launched its ad-campaign ‘The World is Your Ramp’ featuring Sonam K Ahuja, the much adored fashion icon from the Indian film industry as the face of their brand.

    The ad campaign reflects the positioning of the brand as a fashion brand rather than a plain luggage brand. The campaign is to tap the consumers who are regular travellers for many occasions and also look for fashionable luggage bags.

    Traworld’s bags look and feel is more like a fashion accessory than just a bag.

    Traworld is a premium and modern luggage brand for premium and fashion conscious travellers who love to use travel luggage for their varied needs. The brand offers a range of luggage bags which are stylish, classy, yet sturdy and value for money, keeping in mind the need and fashion sensibilities of its customers.

    The luggage bags range from casual to business travel segments and come in different sizes as per the consumer’s requirements. The product is lightweight, shock resistant and water resistant with unique locking system to keep the luggage secured. Mobility ranges from four wheeled to eight wheeled, so that your luggage travels at your pace and is easy to carry.

    The entire advertisement strategy is being conceptualised and driven by Makani Creatives, that is positioning the brand for premium customers reflecting upon their needs as per their lifestyle and choices. To its credit it has worked with various iconic brands like Pepe, Red Tape, Panasonic, Metro Shoes, Mochi Footwear, Channel, Mahindra Logistics, Lavie, Killer Jeans and several others.

    The brand is focussing on print ad-campaign across national and other regional dailies spread across 10 leading cities reaching out to consumers across India. Besides very strong BTL activities have been planned with all the MBOs across India, to deliver the essence of the brand and enhance visibility. After looking at the success of the campaign, the company may also look at TV campaign in the years to come.

    Traworld founder and managing director Tushar Jain says, “We are delighted to sign Sonam K Ahuja as a brand ambassador for our brand Traworld as she is the true embodiment of what the brand stands for. We see a deep connect with regards to her style and the elite urban population who can easily relate to her as their fashion icon. We couldn’t have had a better choice to represent the brand than her and Makani Creatives also delivered phenomenally well on brand positioning and marketing with their creative acumen.”

    He further added that, “We have taken a woman as our brand ambassador, which is first of its kind for an Indian luggage brand to do so. The fashion goes well with women folk and this would give us edge over others in the industry.”

    Sonam Kapoor Ahuja adds, “I am super excited to endorse premium luggage brand Traworld. The brand goes well with my style statements and is in tune with my choice of fashionable and stylish bags. Since I am a frequent traveller and I literally live out of my luggage, I am cautious of the brand I would carry as it’s just not a brand but something that defines my personality. I can personally relate to the brand as it strongly relates to fashion. The brand will surely win the hearts of people who are always on a lookout for trendy and stylish bags while they are travelling”,

    Traworld is available in all leading retail stores across the country. It is also available in general trade through large distribution network of 3500 MBOs spread across seven States. The brand is also available on online platforms like Amazon, Flipkart, Myntra, Amazon, Snapdeal, Indiamart and Paytm Mall to name a few. With our current association we are sure we will be able to further enhance the brand visibility across India.

    Traworld is a luggage brand for the premium travellers. Traworld brand has achieved sizable business and has presence across all major metros and other major cities in the country. The brand presence on the online platforms is very strong. The addressable market for Traworld luggage brand is Rs 6,000 core.

    The brand is owned by High Spirit Commercial Ventures, leading luggage bags manufacturer and exporter. The company has registered revenues of Rs. 250 crore for the year ended 31 March, 2018. The company also owns leading brands like Priority, Humpty Dumpty and Hashtag to cater to multiple segments in the backpack segment.

    The company has offices in 10 major cities of the country and has a distribution network of 10,000 points of sale spread across India. The company is the sole licensee of all top cartoon characters.

  • Zee Cinema to air the World TV Premiere of the family entertainer Pad Man on Saturday, 26th May at 8PM

    Zee Cinema to air the World TV Premiere of the family entertainer Pad Man on Saturday, 26th May at 8PM

    MUMBAI: The people who are crazy enough to think they can change the world are the ones who do. A movie that dared to break stereotypes and talk about a tabooed topic, Pad Man was instrumental in creating a platform to discuss female hygiene in the country. Helmed by the celebrated director R Balki, Pad Man is a biographical drama based on the inspiring life of the social entrepreneur Arunachalam Muruganantham, and features Akshay Kumar, Radhika Apte and Sonam Kapoor in the lead. Zee Cinema, Home of Blockbusters will showcase the World TV Premiere of this blockbuster on Saturday, 26th May at 8 PM.

    Like Toilet Ek Prem Katha, Pad Man, is about the great lengths a loving husband will go to for the happiness and the health of his wife. The movie tells the story of a one man’s crusade to provide affordable sanitary protection for all women and is certainly a complete family entertainer. Bollywood celebrities praised the makers as well as the actors for curating such a great film which focuses on a social cause like removing the stigma around periods. From Karan Johar, Ayushmann Khurrana, Yami Gautam, Swara Bhasker to Homi Adajania, celebrities called the film uplifting, inspiring and phenomenal.

    Akshay Kumar who plays Lakshmikant Chauhan in the movie says, “With the World Television Premiere of Pad Man, I am glad that the movie will reach every household. I would like to urge the audience to watch the movie with the entire family. Every husband, father, brother and son should understand the need of menstrual hygiene for the women in their lives and not treat her like an outcast during those days of her life. I want mothers to lead by example for their children. I want daughters to gain strength from vulnerability by learning from what their mother didn’t do.”   

    Sonam Kapoor says, “Pad Man is very close to my heart and the team has put in their heart and soul in the movie. It is a simple story of an ordinary man who dares to think differently and ends up doing something extraordinary for women around him. I am extremely lucky to have had the opportunity to work with such a wonderful team and I would like to thank Balki sir and Akshay for being such amazing people. I am very glad that Pad Man was successful in creating and continues to create the kind of impact and awareness that we were hoping to create. All the people who missed out on watching the movie on the big screen can now catch the world television premiere on Zee Cinema and experience this wonderful journey.”

    Pad Man follows the life of Laxmikant Chauhan (Akshay Kumar) and Gayatri (Radhika Apte), a happy go lucky couple. Laxmikant is deeply in love with his wife and will do anything for her comfort and happiness. Laxmikant is outraged that Gayatri uses a dirty cloth and is confined to a corner of the house for the duration of her menstrual cycle. His growing obsession with sanitation and experiments to create an affordable alternative horrify Gayatri and his extended family. Laxmikant’s war might be waged in the name of his tradition-bound and submissive wife, but it is another woman who nudges him towards success. Business school graduate Pari (Sonam Kapoor) enters Laxmikant’s life and helps him with sales and marketing to revolutionise female sanitation not only in India but globally.

    Will his wife Gayatri and the other women come out in support of his endeavour, breaking the shackles of ancient taboos?

  • Enough potential in urban India before going rural: L’Oréal Paris

    MUMBAI: It was 1993 when French beauty brand L’Oréal Paris made its way to India. An instant hit with the newly privatised economy, the brand has been a favourite of Indian women in the ensuing two decades.

    Considered as a young player in India’s cosmetics market, L’Oréal is the fastest-growing beauty company in the company with an annual average of 30.2 per cent and has representation in over 800,000 points of sale. It is the third leading operator in the Indian cosmetics market with a 10 per cent market share in the urban areas, claims the company.

    The beauty and personal care market in India is valued at Rs 81,000 core. The India revenue of L’Oreal, according to industry estimates, is currently Rs 3,000-3,500 crore a year. In order to cater to the Indian market optimally, the cosmetics group has, over the years, launched several brands across various product categories.

    In order to be up-to-date, L’Oréal follows a combination of traditional and new-age media for marketing and advertising. L’Oréal Paris general manager Raagjeet Garg says that the company looks at television, digital, social media platforms, digital videos, outdoor and other BTL media to connect with consumers.

    The brand invests heavily on marketing every year and the number is only increasing yoy to ensure it reaches a wider number of consumers and with a differentiated campaign. Going forward, the company will look at creating more India-specific products.

    L’Oréal is trying to shake off the luxury brand image. As a matter of fact, its products start at Rs 3 (for a sachet of shampoo).

    In interior India, the brand faces stiff competition from local products but the brand is still pursuing urban consumers since the saturation point hasn’t yet been hit. Garg says, “There is enough potential to get enough consumers in the urban population before we start targeting the rural areas. The objective eventually will be to speak to as many consumers as possible but that will happen in a phased manner and we want to get the urban and tier 1, tier 2 markets first and then talk about the rest of the consumers around the country.”

    The L’Oréal Paris brand encompasses the four major beauty categories — hair colour, cosmetics, hair care, and skin care — and includes brands as Excellence Crème, Total Repair 5 hair care, Pure Clay masks, White Perfect, Fall Repair, Revitalift, Volume Million Lashes mascara, Color Riche lipsticks, Superliners and True Match foundations among many others.

    With its signature phrase, “Because We’re Worth It”, the brand wants to inspire women to embrace their own unique beauty and reinforce their sense of self-worth.

    India being a strategic country for L’Oréal international, it picked the right A-list Bollywood actresses as brand ambassadors – Aishwarya Rai-Bachchan, Sonam Kapoor and Deepika Padukone. These women encompass a wide range of target audiences in terms of age group and lifestyle.

    The brand also recently celebrated 21 glorious years as the official make-up partner for the Festival de Cannes. Garg says, “I think if the relationship is beautiful, you just want to nurture the relationship and that’s exactly what we do with Cannes. Each year we realise it is only getting better and better.”

    The Cannes Film Festival will take place from the 8 to 18 May where Padukone will be walking the red carpet for the second time along with Rai-Bachchan, who will be completing 17 years at the festival. Kapoor will be seen for the eighth time at Cannes along with other spokespersons including Julianne Moore, Helen Mirren and Doutzen Kroes.

    Garg pointed out that Cannes association is not ROI driven or to create brand visibility but rather to democratise that beauty is for everyone. The company will soon be making its Cannes collection available at its L’Oréal Paris counters and some e-commerce sites in India.

    Also Read :

    Mirza and the art of brand endorsement

    The comeback of iconic brands

    Unibic makes a dent in the cookie segment

    RAW Pressery working on slow but steady expansion

  • Sonam to showcase Kalyan’s Ziah collection

    MUMBAI: Kalyan Jewellers, India’s most trusted and leading jewellery brand, has launched Ziah – Infinite Sparkles, an exquisite range of diamond jewellery, which recreates the perfect look of Solitaires.

    Ziah will be showcased in a new brand campaign featuring style diva and Kalyan Jewellers brand ambassador Sonam Kapoor.

    Smaller diamonds are set tightly together in a cluster or precious setting, thus creating the impression of a single solitaire. This collection features necklaces, bracelets, earrings, rings and pendants, set in 18 carat gold. They are available in heart, oval, round, marquise, pear and cushion shape, and are set together to create the perfect Ziah piece.

    Kalyan Jewellers CMD T.S.Kalyanaraman said, “Solitaires have a timeless appeal, but it is also exclusive and premium. The Ziah – Infinite Sparkles diamond jewellery collection has been created to offer a smarter alternative to the expensive solitaires. It gives the contemporary woman a beautiful range of diamond jewellery that has the visual and sensory appeal of solitaires, at a more affordable price bracket. The collection has been designed to elevate daily wear as well as for celebrations.”

    Ziah offers a huge variety of designs and styles, ensuring that everyone will find something they love. The brand’s merchandising strategy is to fulfill distinct customer preferences based on cultural sensibilities while also offering Kalyan’s popular collections from around the world.

  • L’Oreal Paris ambassadors brighten red carpet at Cannes Film Festival

    MUMBAI: The French Riviera village of Cannes and its festival of films is a location that L’Oreal Paris uses to showcase its ambassadors. This year was no different as India’s leading ladies along with some global icons did the honors.

    Hindi film actress and fashion diva Sonam Kapoor, India’s best known actress Asihwarya Rai Bachchan, walked the red carper outside the famed Grand Auditorium of the Palais du Festivals. And the international names included: Araya Hargate, Andie Macdowell and Heike Makatsch stunned everyone with their grace and elegance.

    India’s favourite fashion diva and style icon, Sonam Kapoor was the epitome of grace and elegance in an exquisite pink ensemble custom made by Elie Saab. Teaming it with custom made rose gold jewellery from Kalyan Jewelers and hair tied in a wispy do, Sonam carried the look with a lot of panache. She channelled a dewy look using True Match Lumi Liquid Highlighter in Rose and accentuated her lovely eyes with La Palette Nude eyeshadow in Gold and True Match Lumi Power in Rose, finishing it with Superliner Black Lacquer and dollops of Superstar Mascara. Flaunting a never seen before pretty pink pout by blending Tint Caresse Lip Cushion in Rose Blossom with Peach Blossom, Sonam stole the spotlight with her effervescent style.

    Araya Hargate hit the red carpet in an Alexis Mabille Fall 2014 Couture gown, with her maternity style not holding her back one bit. She paired it with diamond and emerald Chopard jewels giving the look a regal touch. With the pink lips, smokey eyes and a sleek bun, her overall look was elegance at its finest topped off her appearance and added the required elegance to her overall look.

    Andie Macdowell worked a striking angle for the premiere of ‘The Meyerowitz Stories’ in a Roberto Cavalli Couture design with a bow-topped bodice in a violet hue and a thigh-high slit. The Giuseppe Zanotti pumps, gemstone Chopard earrings coupled with the smokey eyes and sensuous pink lips added the required drama to her look.

    Love Actually star Heike Makatsch arrived on the red carpet in a white and skewed number by Kaviar Gauche. She added a splash of summer glamour to the evening with a dewy look, pink lips and the perfectly winged eyeliner.

  • B’wood supports Times’ ‘Remonetise India’

    B’wood supports Times’ ‘Remonetise India’

    MUMBAI: The demonetisation drive has taken the nation by storm and Bollywood is not less impacted. In an act of solidarity, B-town celebrities such as — Anil Kapoor, R Madhavan, Shilpa Shetty, Kabir Bedi, Javed Akhtar, Shabana Azmi and Manoj Bajpayee have come together to be the agents of change to help bring India’s economy back on track.

    Today, when our economy needs us more than ever, ‘Remonetise India – A Citizen’s Pledge’, Times Network’s nationwide campaign, is a call to rise and protect the world’s fastest growing economy. In a pledge to spend more in order to revive demand, aid the needy and help farmers sell their produce, the celebrities promote going cashless to make it available for those in need.

    The celebrities pledge as the soldiers of the economy to help the economy grow, to help fellow citizens participate in our new economy and to teach and educate people about digitization.

    Also participating in this nationwide movement are actors Sonam Kapoor, Sonu Sood, Raveen Tandon, Manoj Bajpayee, Neha Dhupia, Tisca Chopra, and Sonali Bendre along with socialite Shaina NC, ace photographer Atul Kasbekar and Bollywood’s favourite designer Manish Malhotra.