Punit Goenka addressed ZEE employees on Thursday, exactly three days after Sony sent them a termination intimation for the $10 million merger. While Goenka spoke at length about the merger fallout and its impact he also shared anecdotes from his recent Ayodhya visit on the Ram Mandir consecration ceremony.

Talking about the energy level at the event and appreciating the way the ceremony was organised, executed and managed he said, “The Ayodhya experience was completely surreal."

Read More: <a href="https://www.storyboard18.com/how-it-works/zees-punit-goenka-maybe-sony-ran-out-of-patience-21071.htm">ZEE’s Punit Goenka: Maybe Sony ran out of patience</a> 

“Yogi Adityanath and PM Modi made a point to prove to the world that we too can build the Vatican of this country,” he added.

Goenka was seen participating in the Ram Mandir celebrations on January 22, coinciding with the day when Sony issued a merger termination notice, seeking a $90 million termination fee.

"As I arrived at Ayodhya early this morning for the auspicious occasion of Pran Pratishtha, I received a message that the deal that I have spent 2 years envisioning and working towards had fallen through, despite my best and most honest efforts. I believe this to be a sign from the Lord. I resolve to move ahead positively and work towards strengthening Bharat’s pioneering M&E Company, for all its stakeholders. Jai Shri Ram," Goenka had shared in a tweet.


Read More: <a href="https://www.storyboard18.com/quantum-brief/punit-goenka-addresses-zee-employees-ensures-no-layoffs-21067.htm">Punit Goenka addresses Zee employees; ensures no layoffs</a>

Ayodhya experience was completely surreal: Punit Goenka

Punit Goenka was seen participating in the Ram Mandir celebrations on January 22, coinciding with the day when Sony issued a merger termination notice, seeking a $90 million termination fee.

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Representational image via Unsplash

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In conversation with VMLY&R’s Hari Ramanathan

Sumeet Bhojani, head of marketing communications at Godrej Interio, believes in simplicity and focusing only on what truly matters. He values attention as the most precious currency, urging thoughtful consideration of where it's invested, be it in work or personal life. "It's important to contemplate on what's important and what deserves your attention, whether it's at a workplace or in your life," he shared in a chat with Storyboard8.

Edited Excerpts


The creator economy has taken the world by storm. Which influencers and trends are you following currently? 


I think this is actually a very exciting time, whether you're a marketer or creator or even a consumer for content. It's almost like 24 hours really aren't enough to consume everything that is being put out daily.


So I follow a wide variety of brands which include a lot in the home and furniture space because that's the branded business that we are in. There's a lot of content and trends around homes, interiors, home furnishings trends that I really like to keep myself updated on. 


And then, there are content creators that are aligned to my interest. There's entertainment and comedy,like AiyyoShraddha, Viraj Ghelani, etc. 


Apart from that, there are specific interest areas like football related content specifically to a fantasy football game that I play called FPL. Then, there's parent related content. I'm a father to a 10 year old daughter. 


Then there is philosophy related content with creators like Ryan Holiday. Another thing that I listen to regularly is podcasts like long form conversations that make sense from Sam Harris, Coleman Hughes, Richard Dawkins, Alex O'Connor, etc.


What marketing related content do you consume in your free time? 


So there's a lot happening in this field right now and I think it's important to keep yourself updated.


Lately, I've been consuming a lot of content and stuff around Generative AI and that's a big thing that's been happening over the last six to eight months. How is this evolving as a technology and what are the practical applications in marketing and communications and how is it that brands are using this?


That's the kind of content which I think is an important technology to keep a very close eye on and how it's going to impact the function and the marketing field. 


Then there are specific A&M handles, the usual ones that give out the latest on campaigns and media followed by a few expert handles on Instagram, LinkedIn that offer a take on the campaigns.


There's an expert opinion on campaigns and a variety of marketing strategies that industries use. So that's the kind of content typically that I end up pulling both from a marketing point of view and some of the marketing technology point of view as well.


There is a lot of talk about burnout, workplace toxicity, and hustle culture. What steps have you taken to avoid the adverse impact of the always on culture on yourself, your colleagues, and what advice would you like to give to your peers, colleagues, and next gen marketers? 


Given the long hours at work, I think one of the most important things these days is to make sure that health and wellness are given priority in the workplace.


Simple things like following workplace wellness tips from experts, things like using ergonomically designed chairs and furniture, staying active, even at work. Some of these things go a long way for both physical as well as mental health. 


At Godrej Interio, there is an ergonomic cell that advises organisations on how to best orient their workspace towards more ergonomics and it's more mindful to the needs of their employees. Because at the end of the day, employees do put in a fair bit of hours at the workplace. 


I think it's important to have a very healthy balance between work and life. I personally believe it leads to better productivity and overall well being, which is very important because we have long careers these days. This is also dependent on a lot of life and career stages. And having said that, I think it's important to understand what kind of aspirations one has for their professional life. 


My take on this also is that, you'll have to be really honest with yourself with regards to who you really are and what matters to you. If you are a person or you're at a life stage where a work of hustle gives you a kick and it gives you the kind of satisfaction that you're seeking for, then go for it.


But having said that, I think it's very important to be cognizant of the fact that everyone may not be wired in that way. So it's important to be respectful of other people's boundaries and choices and this becomes extremely important when it comes to building a culture. 


It's not just about your work style, your boundaries but about recognising the boundaries and the work style and the way people approach work these days across the organisation. Especially your colleagues, which you deal with day in and day out. I think being respectful and mindful of their choices and their way of working in this matter becomes extremely important.


And then you are able to build a very healthy and productive culture. Otherwise it becomes toxic. 


Is there any sport or fitness routine you practice? 


On weekdays, I work out every morning for about 45 minutes to an hour. And typically, this is like three days of strength training and a couple of days of cardio.


I think I'd really recommend it for everyone. It makes for a great start to the day. And in fact, there are days when I miss it. I can literally feel the difference in energy levels during the day when I've worked out versus when I've not worked out.


So, I think, that's one routine that I make sure that I don't miss. On weekdays, Saturdays or Sundays, I play football. We have a group of fathers and kids who get together every Saturday or a Sunday. We book a turf court and play an hour or hour and a half. It's one of the highlights of the weekend. 


What does your weekend look like?


Weekends are fairly packed these days. Most of the weekend is spent resting and recharging. I do spend a fair bit of time with my family. We take out our daughter for lunch and dinner. She's a foodie. 


So, we sometimes end up catching a movie or a play. We play a game of turf football. We finish some chores, we meet some friends, and I also end up making a point to catch some Premier League action live on television.


So, I'm a big football fan, and I make sure that I catch a couple of games over the weekend. We obviously watch a fair bit of content on television. I catch up on my reading during the weekend, so yeah, weekends are fairly packed and always exciting to look forward to. 


What are you watching or streaming this weekend? 


I am watching a show called ‘The Gentleman’ on Netflix. It is a very interesting show about how someone inherits an estate where there is a drug factory in the basement and that person is actually a ‘Duke’ who gets embroiled in a lot of shady activities.


We have started watching a medical drama called House MD. My daughter is really enjoying it as well. I am also on season five of a show called the ‘Peaky Blinders’.


Any work hack or life hack you swear by?


It's about keeping things simple and eliminating the inessential. I do believe that your attention is the most valuable currency that you have and you must spend it wisely on things that actually matter. 


So, it's important to contemplate on what's important and what deserves your attention, whether it's at a workplace or in your life.


So, use technology, support systems, disable notifications, not using phones when you're with family or loved ones and focusing on one thing at a time because multitasking is a myth.


What are you reading? Any recommendations? 


I am actually reading this book called the ‘The School of life’. It has a lot of these topics which are not normally covered by self-help books. It covers topics like emotional intelligence, how to build relationships, what are the things that are important in life? etc.


A piece of wisdom you would like to share? 


It's a philosophy that I follow which I borrowed from the book. It is called Memento Mori which is translated as ‘Remember you must die’.


So, what it actually calls for is to actively meditate on your mortality. What it does is that it kind of treats death as if it doesn't make life pointless, but instead it gives it more purpose. It gives you the clarity to focus on what's really important to lead a good life now and not worry about things in the future or in the past.


Read More: <a href="https://www.storyboard18.com/brand-makers/job-is-a-part-of-you-you-also-have-another-side-of-you-says-darshana-shah-aditya-birla-capital-29568.htm">Job is a part of you. You also have another side of you, says Darshana Shah, Aditya Birla Capital</a>

OpenAI is planning to announce its AI-powered search product on Monday, reported Reuters. The new product will be a direct competitor to Google search. 



As per reports, OpenAI’s search product will compete not just with Google but with Perplexity, an AI search startup as well. 



The search product will be an extension of ChatGPT, allowing it to extract direct information from the web including citations, reported Bloomberg. 



ChatGPT has been predicted to be an alternative for gathering information but has struggled with providing users with accurate and real-time information from the web. OpenAI provided ChatGPT with an integration with Microsoft’s Bing for paid subscribers. 



Google too, has announced AI-powered features for its own search engine as well. 

Open

In today's world, where remote work is becoming the new norm, companies are adopting new technologies to keep up with the change. The advent of technology has made remote work dynamic and fruitful. It is making it easier for teams scattered across the globe to communicate, collaborate, and get things done. From virtual reality to artificial intelligence, these innovations are completely transforming our work methods, making remote work smoother, more adaptable, and more productive helping employees to have a better work-life balance while being productive.

Virtual Reality and Augmented Reality: Virtual reality (VR) and augmented reality (AR) technologies are revolutionising remote collaboration by creating immersive virtual workspaces. With VR headsets and AR applications, remote workers can simulate face-to-face interactions, participate in virtual meetings, and collaborate on projects in a shared digital environment. These technologies enhance engagement, encourage creativity, and blur the lines between physical and virtual workspaces, aiding in remote collaborations.

Artificial Intelligence: Artificial intelligence (AI) is all over and undoubtedly plays a prominent role in remote work, powering automation, personalisation, and boosting productivity. AI-driven chatbots help remote workers by resolving their queries, scheduling meetings, and automating repetitive tasks, saving their valuable time and resources. This has made remote workers feel less burdened with administrative work, giving them the ability to better focus their time on tasks that deliver high-value outcomes and learn new skills. 

Virtual Collaborative Platforms: Virtual collaboration platforms serve as the cornerstone of remote work, facilitating seamless communication and teamwork among dispersed teams. Solutions like Slack and Notion streamline workflows, foster collaboration, and enhance productivity by providing centralised hubs for sharing ideas, managing tasks, and tracking progress. These platforms transcend geographical barriers, enabling teams to collaborate effectively regardless of their location, thus driving innovation and efficiency in remote work environments.

Project Management Solutions: As remote work establishes itself as the prevailing norm, organisations seek avenues to foster trust and transparency within their distributed workforce. Project management tools emerge as indispensable assets, providing teams with the means to coordinate tasks, track project progress, and collaborate effectively across various locations and timezones. By leveraging these solutions, organisations can promote autonomy among employees while ensuring productivity remains high through streamlined project management processes.

Cloud Computing: Cloud computing has emerged as the foundation for remote workers, offering scalable infrastructure, storage, and software-as-a-service (SaaS) applications accessible from anywhere. Many platforms like Microsoft 365 and Google Cloud provide lots of helpful tools for remote work, like tools for working together, and places to keep your data safe. Cloud computing helps organisations to grow, optimise costs, and adapt to evolving business requirements.

Tech for Health and Wellness: With the blurring lines between work and home, there is a growing emphasis on employee health and wellness in remote work environments. Health and wellness technologies, such as mindfulness apps, ergonomic office furniture, and fitness trackers, support remote workers in maintaining a healthy work-life balance and promoting overall well-being. By prioritising the employee’s mental and physical health, organisations can establish a healthy relationship with their employees.

Video Conferencing & Communication Tools: Video conferencing has evolved from basic screen sharing to an engaging experience, building strong connections between remote teams. Contemporary features like virtual backgrounds and noise cancellation in tools such as Zoom, Teams, and Google Meet have truly transformed the landscape of virtual meetings. Also, the transcription ensures that no one misses a beat, even if they join late while allowing users to engage in the meeting and not just be busy jotting down the pointers instead of having an actual discussion.

Identity and Access Management for Remote Verification: Identity and Access Management (IAM) technology, such as Okta, provides a highly secure and transparent method to verify identities remotely, manage user access, and safeguard sensitive information. With IAM solutions, companies can authenticate the identities of their remote employees and control access to critical systems and data securely. IAM tools help build trust, protect against unauthorised access, and enforce security policies in remote work arrangements, streamlining operations and collaboration. This technology is essential for ensuring that only the right people have the right access at the right time, enhancing both security and productivity in remote setups.

By embracing these technological innovations, organisations will foster collaboration drive productivity in distributed teams, and easily overcome the challenges of remote work. As we navigate the future of work, it is essential to embrace technology as an enabler of remote work success and harness its potential to create inclusive, flexible, and resilient work environments.

The author of the piece is Job van der Voort, CEO, Remote, a global HR platform. Views expressed are personal.

Emerging technologies shaping the remote work landscape

Volkswagen Passenger Cars India announced its association with Government e Marketplace (GeM), to facilitate direct procurement of Volkswagen cars by Government departments. This strategic association underscores the Brand’s commitment to enhance accessibility of its GNCAP 5-Star rated range for Government entities across India.


GeM is an online marketplace established by the Government of India, serving as a centralized platform for government departments to procure goods and services. The list of buyers includes central and state ministry departments, public sector units (PSUs), autonomous bodies, and local bodies. By offering Volkswagen Cars on GeM, Government agencies can purchase GNCAP 5-star rated Volkswagen cars at a competitive price in a streamline manner, stated the company.


Through GeM, Government agencies can procure their bulk or singular purchase of select variants of Taigun and Virtus that are both GNCAP 5-Star rated, available through a streamlined procurement process.


Ashish Gupta, brand director, Volkswagen Passenger Cars India, said, “We at Volkswagen India have continued to enhance the accessibility of our model range to a diverse set of buyers in India. We are glad to associate with Government e Marketplace that enhances the accessibility of our cars for Government agencies at competitive prices. Brand Volkswagen has always led the way in providing innovative mobility solutions tailored for the discerning needs of customers. Our Omni-channel solution spans our entire product range and this association serves as a commitment to making German-engineered mobility solutions even more accessible across the nation.”


Read More: <a href="https://www.storyboard18.com/quantum-brief/volkswagens-abbey-thomas-on-youre-in-a-volkswagen-campaign-women-being-the-major-influencer-and-more-12381.htm">Volkswagen’s Abbey Thomas on ‘You’re in a Volkswagen’ campaign, women being the major influencer, and more</a>

Volkswagen India associates with Government e Marketplace to broaden its omni-channel presence

inDrive has announced Vikrant Massey as its brand ambassador for its ride-hailing business in India. Massey unveiled inDrive’s new marketing 360 campaign - “Ab app ki nahi, aap ki chalegi!”
 
The campaign is built around the brand’s key concept - Value for Money and inDrive’s USP “Offer Your fare” which gives people the freedom to decide the fare of a ride and even bargain with the driver directly within the app, stated the company. 

With the inDrive app people can either offer a fare for their ride or choose one of the driver offers amongst many on the basis of their Vehicle Model, Driver Rating & Arrival Time. 

 
Avik Karmakar, Senior GTM Manager - South Asia, inDrive commented, We're delighted to have Vikrant Massey on board as the face of inDrive in India. His relatable persona resonates with our diverse audience, aligning seamlessly with our campaign “Ab app ki nahi, aap ki chalegi!” 

Massey commented, “I am looking forward to being a part of inDrive India’s campaign as their brand ambassador. I appreciate the service that inDrive provides to its riders and drivers. inDrive is fair, where instead of the app, the people decide the fare among themselves.” 
 
Pavit Nanda Anand, APAC Communications Lead, inDrive commented, “As a brand, at inDrive our mission is Challenging injustice - which is very much connected to our history. This campaign, “Ab app ki nahi, aap ki chalegi!” aims to reiterate our efforts to provide fair pricing opportunities to as many people as possible across different countries around the world.” 
 
Massey will actively be involved in a series of marketing campaigns & CSR initiatives by inDrive with a mission to Challenge social injustice & make the world a fairer place for One Billion people.
 
The campaign will run on social media, OTT, IPL on JioCinema and other digital platforms, including YouTube, Facebook, and Instagram. It will also use the OOH medium to popularise the campaign across cities.


Read More: <a href="https://www.storyboard18.com/brand-marketing/oakley-launches-new-campaign-with-rohit-sharma-31176.htm">Oakley launches new campaign with Rohit Sharma</a>

inDrive announces Vikrant Massey as its brand ambassador

The 2024 Work Trend Index Annual Report from Microsoft and LinkedIn states that 2024 is the year AI at work gets real. Use of generative AI has nearly
doubled in the last six months, with 75% of global knowledge workers using it. And employees, struggling under the pace and volume of work, are bringing their own AI to work. While leaders agree AI is a business imperative, many believe their organization lacks a plan and vision to go from individual
impact to applying AI to drive the bottom line. The pressure to show immediate

ROI is making leaders inert, even in the face of AI inevitability. Just as with the advent of the internet or the PC, business transformation comes with broad adoption. Organizations that apply AI to drive growth, manage costs, and deliver greater value to customers will pull ahead.

At the same time, the labor market is set to shift again—with AI playing a major role. Despite fears of job loss, leaders report a talent shortage for key roles. And as more employees eye a career move, managers say AI aptitude could rival experience. For many employees, AI will raise the bar but break the career ceiling.

To help leaders and organizations overcome AI inertia, Microsoft and LinkedIn looked at how AI will reshape work and the labor market broadly, surveying 31,000 people across 31 countries.

Findings:
75 percent of knowledge workers use AI at work. Employees want AI at work—and they won’t wait for companies to catch up.

46 percent of users started using it less than six months ago. Users say AI helps them save time (90 percent), focus on their most important work (85 percent), be more creative (84 percent), and enjoy their work more (83 percent).

The heaviest Teams users (the top 5 percent) summarized 8 hours of meetings using Copilot in the month of March, the equivalent of an entire workday.

While most leaders agree AI is a necessity, the pressure to show immediate ROI is making leaders move slowly.

79 percent of leaders agree their company needs to adopt AI to stay competitive, but 59% worry about quantifying the productivity gains of AI.

This uncertainty is stalling vision: 60 percent of leaders worry their organization’s leadership lacks a plan and vision to implement AI.

Without guidance or clearance from the top, employees are taking things into their own hands and keeping AI use
under wraps:

78 percent of AI users are bringing their own AI tools to work (BYOAI)—it’s even more common at small and medium-sized companies (80 percent).
And it’s not just Gen Z—BYOAI cuts across all generations.

52 percent of people who use AI at work are reluctant to admit to using it for their most important tasks.

53 percent of people who use AI at work worry that using it on important work tasks makes them look replaceable. This approach means missing out on the
benefits that come from strategic AI use at scale. It also puts company data at risk in an environment where leaders’ #1 concern for the year ahead is cybersecurity and data privacy. 

BYOAI Is Not Just for Gen Z. Employees across every age group are bringing their own AI tools to work. 78% millennials, 76% GenX and 73% boomers use BYOAI.

Another driver of BYOAI: work has accelerated faster than employees’ ability to keep up. 68% of people say they struggle with the pace and volume of work, and 46% feel burned out.

Email overload persists—85% of emails are read in under 15 seconds, and the typical person has to read about 4 emails for every 1 they send. Meetings and after-hours work are holding steady at their post-pandemic highs, and the workday still skews toward communication: in the Microsoft 365 apps, users spend 60% of their time on emails, chats, and meetings, and only 40% in creation apps like Word and PowerPoint.

As AI use surges ahead, leaders who are “extremely familiar” with AI see its potential to be as transformational as the shift from a typewriter to a computer. Within the next five years, 41% of these leaders expect to redesign business processes from the ground up with AI. In the same time frame, they anticipate orchestrating (38%) and training a team of AI bots (42%), and ensuring the ethical use of AI (47%) will be a core part of their job.

The data is clear: People are overwhelmed with digital debt and under duress at work— and they are turning to AI for relief. The opportunity for every leader is to channel this momentum into ROI.

75 percent people use AI at work: Report

JSW Paints, India’s leading environment-friendly paints company and part of the US$23 billion JSW Group has launched a new brand campaign for its iBlok Waterstop product range. In the new “Khoobsurat Soch” campaign, Bollywood actor Ayushmann Khurrana urges every Indian consumer to add new depth to Thinking Beautiful in order to protect their home beyond the surface coating of the walls, highlighted the company. The new campaign will be launched across various television channels as well as digital and social platforms.


Conceptualized by TBWA/India, the film features brand ambassador Khurrana as he navigates conversations and has a solution to block leakage from affecting the ceiling he created in his new home.


According to AS Sundaresan, Joint MD & CEO of JSW Paints, “We urge our consumers to ‘Think Beautiful’ and when they do we are always there. The insight behind the campaign is that when a customer has a ‘Khoosurat Soch’ to have a beautiful ceiling - often affected by leakage, JSW Paints iBlok range is there to ensure it is surely protected. This lets them do more at home and keep it beautiful.”


<iframe width="560" height="315" src="https://www.youtube.com/embed/nQsB4Pr9814?si=UPFmZZd3PgVgTeTr" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>


Govind Pandey, CEO, TBWA\India said, "You think beautiful not just when you create something beautiful but also when you protect beautiful creations!"


Russell Barrett, CCExpO, TBWA\India said, "JSW Paints has stood for disrupting the category through thoughtful innovations for years now. With this film, the brand asked the provocative question - wouldn’t it be nice if more irritants in life could be blocked just as easily as iBlok waterproofing range blocks and protect our homes from the elements? The film dramatizes that perfect world with a humorous reminder that iBlok waterproofing range of paints protects our homes from the irritants on the outside, unfortunately not for those found on the inside."


Read More: <a href="https://www.storyboard18.com/advertising/amazon-prime-video-embraces-lauki-ahead-of-panchayats-new-season-30942.htm">Amazon Prime Video embraces ‘Lauki’ ahead of Panchayat’s new season</a>

JSW Paints’ rolls out 'Khoobsurat Soch' campaign featuring Ayushmann Khurrana for its waterproofing range iBlok

As per reports, Meta’s social media platforms including Facebook, Instagram and Messenger have been displaying explicit ads that are promoting ‘AI girlfriends’, which is in violation of the company’s advertising policies.

The ads have caused debate because of their sexually suggestive content and its possible exposure in work places.

Wired conducted a survey which revealed over 29000 instances of ads related to AI girlfriends across Meta’s platforms. The ads feature chatbots who engage in sexually suggestive conversation, often accompanied with AI-generated images of women.

Many ads contain the NSFW (not safe for work) warning but a large proportion of them are devoid of it, which raises concerns.

As per Meta’s advertising policies, adult content including nudity, sexually suggestive and explicit activities are strictly prohibited. As per reports, over half of the ads found were in violation of these policies.

Meta has been actively working towards removing these ads. The company in a statement said that it constantly enhances its systems to help detect and remove such ads which violate its policies. 

Meta to take action against 'AI girlfriend' ads that violate its ad policy

Thomas Cook (India) Limited, an omnichannel travel services provider has launched its Ghar Jao Vote Karo campaign. The Company’s strategy is two pronged: encourage citizens to vote and reward them for their efforts with a holiday discount & a free travel bag once they vote.

Election Commission data revealed that of the eligible population, 67.11 percent cast their vote in the 2019 general elections. A challenge impacting the turnout was the migrating Indian population, moving from Tier II and III cities into urban towns/metros. Thomas Cook India recognising the importance of every vote, has hence conceptualised its campaign to create awareness while gratifying the voter with incentives, stated the company. 


Thomas Cook India’s Ghar Jao Vote Karo campaign will extend till June 1, 2024, to encourage Indians to exercise their right to vote by flying back to their respective hometowns - where they have been registered as voters. 


As part of the campaign, the pre-election offer includes a discount of Rs. 1,000 off on return air tickets (per adult) on providing proof via any official document such as their Voter ID/ Aadhaar Card, etc. The last date of flight departure is June 1, 2024, synchronised with the last date of polling.

 
Several voting dates this year coincide with India’s summer vacation season. Hence, in its initiative to recognise and reward active participation in the electoral process, Thomas Cook India will offer a special post-voting holiday discount- for its domestic and international group tours (Rs. 3000 off on its Domestic Group Tours or Rs. 5000 off on its International Group Tours, per family). The process is simple: customers merely need to display their inked finger at any of Thomas Cook’s extensive retail outlets pan India and avail the offer. The exclusive post-voting holiday discount is valid up to July 31, 2024.

 
With many election dates falling on Mondays, Thomas Cook’s data reveals that with travel high on their consideration, Indians are likely to extend their weekends into ‘smart weekend holidays’ thus accelerating the emerging trend of ‘Election Tourism', added the company.


Abraham Alapatt, president and group head - marketing, service quality, value added services and innovation said, “With our Ghar Jao Vote Karo campaign, we want to inspire Indians to vote – especially if they need to travel to their hometowns to exercise their franchise. Our intent is two-fold - motivate Indians pre-voting to make the effort and to thank them post-voting, with a special holiday offer of a discount and a travel bag. The campaign message of Ghar Jao Vote Karo - also makes for engaging social sharing - that we believe, will not just encourage voters but also serve to amplify this important message to others as well.” 


Read More: <a href="https://www.storyboard18.com/how-it-works/thomas-cook-india-foresees-continued-growth-in-leisure-travel-despite-elevated-costs-28239.htm">Thomas Cook India foresees continued growth in leisure travel despite elevated costs</a>

Thomas Cook India aims to motivate voters with its ‘Ghar Jao Vote Karo’ campaign

Much is being said about Gen Zers and the challenge that youth brands face in reaching out to these groups of original digital natives. The best way to analyse any tough challenge is to decode the issues and get down to the basics. The same approach could help with Gen Z youth.

Gen Z denotes those born between 1995 and 2010. Since this represents the first generation that was at ease in zooming into the Internet, the ‘Z’ refers to ‘zoomer’. Understandably, Gen Zers are tech-savvy, progressive, globally-connected, individualistic and radically inclusive, to mention just a few of their characteristics. That is why brand marketers are usually advised to create alluring social media content in attracting Gen Z consumers. Yet, this is easier said than done. Let’s understand why.

Fluid, Fiercely Independent and More

To begin with, Gen Zers are a difficult-to-define generation. It’s the fluidity and fierce independence that has made Gen Zers so challenging to get through for brands. Research insights from Horizon Media reveal another aspect that makes them a tough nut to crack for marketers – their preference for going niche. Accordingly, brands are advised to follow the niche route and avoid the norm when it comes to courting and connecting with the seemingly contradictory nature of Gen Zers. Protracted periods of social isolation, especially during the pandemic, have created an influential generation that hankers for niche pursuits and like-minded cohorts.
 
Mass Niche and Other Key Insights

Two key findings from this research tell a tale in themselves. First, to find new content connected to their novel passions, 89 percent of Gen Zers bank on social media. Second, 65 percent view themselves as really big fans of something. 

More significantly, compared to older generations, the youth is 30% more inclined to believe that enjoying many ‘small interests’ is a better option than restricting themselves to in-depth subjects that are fewer. In a nutshell, this generation is spearheading the era of mass niche.

Additionally, along this transformative journey, they are creating and redefining their individuality across several subcultures each day. As a result, Gen Zers are no longer passive observers within their groups but have turned into active participants within these communities who are co-creating stories while forming strong bonds across varied subcultures. Gen Zers don’t feel the pressure of conforming to their peers and believe strongly in standing apart. 
 
The Significance of Subcultures

Again, it is imperative to decode the meaning of subcultures. In essence, it signifies groups of people who distance or differentiate themselves from the values and norms of mainstream society. In the case of Gen Z, this is determined by the search for community-oriented experiences that encourage them to connect via their interests and passion.

It is these trends, beliefs and insights of Gen Zers that brands must comprehend and connect with to get their messaging across. Social media platforms such as TikTok, YouTube Shorts and Instagram Reels have triggered big-time shifts in how these groups consume and search, boosting the potency of such subcultures. Given this backdrop, brands should appreciate the role of social media in driving Gen Z culture and consumption. Irrespective of the channel, brands need to embrace a social-first approach to connect with the target audiences they influence.

Some of the subcultures cover categories such as Entertainment, Retail, Sports, Music, Gaming and Identity, among others. Consider the Comfort Creators. The self-care enthusiasts grant permission to unwind in the current hustle culture without entirely disconnecting. The Copyconomists crowdsource cost-smart workarounds that make sure they top the latest trends without busting the bank. As for the Country Revivers, they embrace the light-hearted folk sensibility of country music, remixing for a more diverse, broader audience. Then there are the TALE-gaters, who craft narratives in the world of sports that stretch beyond scoreboards and invite wider audiences to enjoy and engage in sports fandom.

A Flashback to Further Understand Gen Zers

In doing a recap, it’s no surprise that the Internet usage of Gen Zers zoomed during the pandemic when the best way to pass time was to download videos and create a few themselves. Some of the most influential trends went viral during this period, forever transforming Gen Z culture.

The soaring Internet consumption meant Gen Zers dived deeper into this online realm and began discovering what interested them the most. A sizeable section of this youthful generation realised they could really be themselves online. It is this feeling of freedom that propelled Gen Z subcultures.
However, some brands may still be wondering why they should focus on Gen Z subcultures. That is necessary since subcultures have emerged as the new demographics for this young generation. If marketers want productive outcomes for their brand campaigns, the way forward lies in targeting relevant community groups that spur higher engagement rates. This is primarily because these audiences are eagerly waiting to consume content that resonates with their niche values. 

For brands seeking to engage with Gen Z subcultures, it is crucial to choose a clear cultural line, not spread the net far and wide for everything. Instead, marketers must choose what best represents their brand while paying attention to the youth in these communities and subcultures. That is the only way brand stories will resonate with these youth who have a mind of their own and prefer to stay away from the social herd.
Ultimately, it is only by connecting with subcultures that brands can win the chance to build authentic connections with Gen Zers. This is the best way to create winning propositions for both brands and Gen Zers.


The article is written by Rahul Arora, National Sales Head, Rusk Media. Views expressed are personal.

Gen Z subcultures: What does it mean for youth brands?

Riding high on success of the recently launched JioCinema Premium, the platform is poised to delight its subscribers yet again as it bolsters its content offerings with an all-new Anime slate, starting 12th May. JioCinema will be home to top Anime shows having cult fandom and the launch will be headlined by the global simulcast of Season 4 of Demon Slayer, the most-awaited Anime title. 



JioCinema Premium members will have unlimited access to the Anime Hub, with plans starting at Rs. 29 per month.



Adding to the anime slate will be action-packed comedy Spy X Family and classroom chaos in ‘Assassination Classroom’. Fans can also enjoy supernatural action-comedy ‘Mob Psycho 100’ and time-traveling drama ‘Tokyou Revengers,’ along with the fantasy adventure ‘Welcome to Demon School! Iruma-kun’ and the psychological thriller ‘Welcome to the Elite.’ Additionally, fantasy based ‘That Time I Got Reincarnated as a Slime’ and spine tickling mystery ‘The Junji Ito Maniac’ will keep viewers on the edge of their seats.
 


With an aim of growing the Otaku (anime fan) community in India, the offering will be home to a curated selection of hits and hidden gems, all available in an ultimate ad-free experience with offline viewing options. Animayhem will continue to thrill its fans with new content everyday across the month with hits like ‘Bofuri: I Hate Getting Hurt, So I Put All My Skill Points Into Defense,’ dark comedy  ‘My Next Life as a Villainess: All Routes Lead to Doom!,’ magic driven ‘The Familiar of Zero,’ goblin-hunting action ‘Goblin Slayer,’ and supernatural mystery with ‘In/Spectre’, ensuring there's something for everyone.



 
“JioCinema Premium’s consumer-first approach has opened access to high-quality and diverse content for audiences across India. Our latest offering, Anime Hub offers a world of content that will keep anime fans entertained. From simulcast real-time global releases to hundreds of hours of top Anime titles, we are confident that JioCinema’s Anime Hub will grow to become a destination of choice for anime fans in India," a JioCinema Spokesperson said.



In addition to the dedicated hub for anime entertainment, JioCinema Premium unlocks access to a plethora of top international content in local languages, wholesome Kids & Family entertainment, genre-defining originals, blockbuster movies, and exclusive before-TV premieres and live channels, in up to 4K quality, all at just Rs. 29/month for a single device or Rs. 89/month for up to 4 simultaneous screens.


JioCinema Premium launches 'Anime Hub' with Demon Slayer season 4 and more

The Indian Premier League (IPL) continues to be a powerhouse platform for brands to engage with cricket enthusiasts across the nation. However, the latest e-DART IPL’24 report, a collaboration between Crisp Insights and Kadence International, unveils a captivating narrative of brand engagement and recall during the tournament. 

Amidst the IPL fervor, Fintech brands are striving for attention, while consumer-centric giants like Dream11, Tata Group, Jio, My11 Circle, Pepsi, and CEAT soar high in the league of brand recall.

The findings underscore the dominance of consumer brands in capturing IPL audiences' attention, with Dream11 leading at 38 percent recall, followed closely by Tata at 32 percent and Jio at 27 percent. This trend highlights the resonance and impact these brands have on IPL viewers, solidifying their position as frontrunners in brand visibility and engagement.

The report also reveals the profound impact of IPL-associated brands on teenage audiences, with 70 percent of teens reporting positive outcomes or perceptions resulting from their interaction with these brands. From enhanced brand perception to increased product consideration, IPL viewership has proven to be a catalyst for favorable consumer experiences among teenagers nationwide.

Furthermore, the study highlights a positive correlation between viewer engagement and brand recall, with more engaged viewers demonstrating higher levels of brand recognition. Notably, mobile screen viewers exhibit superior brand recall compared to those watching on larger screens, indicating a shift in media consumption habits among IPL audiences.

Amid IPL fervor, Superfans emerge as the unsung heroes of brand recall, comprising 16 percent of the IPL audience. These dedicated enthusiasts not only notice more brands but also actively engage in brand conversations, amplifying brand visibility and fostering enduring consumer loyalty.

With sponsorship playing a pivotal role in elevating brand visibility and fostering consumer engagement, brands aligning themselves with IPL teams or securing sponsorship deals stand to benefit from increased exposure and resonance among viewers nationwide.

For brands aiming to maximize their impact and engagement during the IPL, these insights serve as invaluable guidance in crafting tailored marketing campaigns that resonate authentically with cricket enthusiasts across India.



Fintech brands struggle for male viewer's attention during IPL 2024: Report

NDTV Group has announced its financial performance for Q4, 2023-2024, marked by a 59 percent revenue growth compared to the same period last year.
NDTV Convergence, the company’s digital arm witnessed a 39 percent increase in global digital traffic in March 2024 over April 2023 on its platforms.

The consolidated Q4 loss (PAT) is at Rs 8.7 crores in calendar year  from loss of Rs 1.1 crores last year. The full year loss (PAT) is at Rs 21.4 crores in calendar year from profit of Rs 52.9 crores last year.

The Q4 revenue is at Rs 106.5 crores in calendar year versus Rs 67.0 crores last year.

During the financial year, NDTV expanded its presence across consumer segments with launch of NDTV MP-CG, NDTV Rajasthan, and NDTV Profit. Additionally, NDTV Marathi is being launched on 1st May. This strategic expansion drive from a 2 Channel setup to a 6 Channel setup has meant substantial investments in next-generation infrastructure.


The proposed National Broadcast Policy has opened up a lot of debates. One key issue is creating a level playing field for OTT(over-the-top) platforms and other stakeholders such as DTH players and broadcasters. Industry leaders are not advocating for stifling regulation of OTT platforms. Instead to ensure fair competition they seek a level playing field with appropriate licensing frameworks and pricing structures for OTT services.



Why does the industry need a level plating field?


“If the same content reaches viewers through multiple platforms, these platforms should be subject to the same taxation and regulation framework. While I won’t specifically advocate for imposing taxes or regulations on OTT, on the same lines as Cable and DTH, a level playing field requires either regulating/taxing both similarly or removing these barriers entirely, regardless of the technology used by the platform” said Harit Nagpal, CEO & MD, Tata Play.



Stakeholders across various sectors are advocating for a level playing field emphasizing the need for equitable regulation and market conditions. 



The All India Digital Cable Federation(AIDCF) for instance in its submission to TRAI(Telecom Regulatory Authority of India) highlighted the significant growth of OTT platforms in India, stressing the necessity for regulatory measures to ensure fairness. 



“The Authority would be well aware that presently both Free Dish as well as the OTT platforms are unduly advantaged and are not adhering to the regulatory framework as have been notified and enshrined by the Authority, despite them providing the same services as that of the DPOs. This subjects the DPOs to an unequal regulatory regime and hence an urgent intervention is sought from the Authority to firstly recommend establishment of a Licensing Framework for the OTT platforms with appropriate and applicable conditions by virtue of which only such licensed OTT platforms are allowed to remain operational in the country,” said an excerpt from AIDCF’s submission to TRAI. 






Focus on growth, not regulation


However, there is also another school of thought that believe the OTT industry is functioning just fine under the present self regulation framework and the focus for this nascent industry in the country should be on growth and content and not overbearing regulations. 



Internet and Mobile Association of India(IAMAI) in their inputs to TRAI on the National Broadcast Policy said that the primary concern with these regulations is that they don’t account for the fact that content consumption on OTTs differs primarily from other conventional sources such as broadcasting, which are based on a ‘push’ model. 



“Television is a push-based medium, meaning viewers consume content at a prescribed time and schedule as decided by the broadcaster. On the other hand, OTT services are pull-based, with consumers making informed choices about the time and type of content they want to watch from a library of available content in the privacy of their personal devices,” they explained.



And thus due to these fundamental differences between OTT services and broadcasting services they expect that the policy on broadcasting would address only the aspects relating to one-way broadcasting services that are provided over broadcasting networks (DTH, Cable TV, HITS etc.) and not the OTT services provided over the internet.



Content first approach



OTT players believe that self regulation is the way forward.


“We are very particular about the content that goes on our platform and we make sure that it adheres to all the self regulation metrics. This arrangement is working for both our subscribers and for the company. The focus on quality content should be the priority for platforms in order to make the industry stand out and grow,” said Soumya Mukherjee, Chief Operating Officer at hoichoi.


Just like hoichoi, Dish TV also believes in the fact that nurturing the Indian content industry amidst stiff global competition should lead the conversation when it comes to any new regulations or policies. 


“The OTT platforms in India are doing very well. Thanks to a lot of original content. It should be recognised as they are in direct competition with the global Giant such as Netflix or Amazon prime,” Dish TV said in their submissions.


They highlighted how Netflix has committed to spend spend $17 billion on content in 2024, up by 35 percent from the prior year and the fact that the entire Indian cinema industry is only about 10 percent of this spending. 



“Hence it is very important that the Indian content industry be continued to be given a free environment and all opportunities to earn revenues. These revenues are streaming rights, satellite rights(currently constrained by Tariff regulations), box, office(constrained by censorship and taxation) and content that is threatened by new enactments on regulation of OTT content, oversight committees. There is a need to remove these barriers and not impose new ones such as content oversight committees, else, it will kill The indian content industry,” they added. 




Demand for principles-based approach


Culver Max Entertainment Private Limited on the other hand anticipates the initiation of consultations on the Digital India Act(DIA), emphasising a ‘principles-based approach’ and exclusion of OTT platforms from broadcasting regulations.



“The MIB (Ministry of Information and Broadcasting) should let the MeitY (Ministry of Electronics and Information Technology) and Indian Parliament take the first step in setting the ‘principles and rule based’ approach through the DIA, a light touch governing framework which is expected for the composite digital landscape for governing the OTT platform. Further discussions regarding the Broadcasting Services(Regulations) bill must be settled to evade any potential overlaps prior to the MIB/TRAI indulging in any further consultation/initiating any further action with regard to the policy,” they said in their submission.

Natekar Sports and Gaming (NSG), a company owned and promoted by former India number 1 Tennis star and Arjuna Awardee, Gaurav Natekar today announced the World Pickleball League, a ‘first of its kind’ global professional pickleball league. 

The league is backed by Sony Entertainment Talent Ventures India (SETVI), a joint venture between Sony Music Entertainment and Sony Pictures Entertainment, a unique official cross-corporation for Sony Group in India. 

NSG will look to invest over $10 million over the next 3-5 years in India and the APAC countries. The league is poised to also propel pickleball into the international spotlight, offering a compelling fusion of sports, fun and entertainment that will captivate players, brands, and fans alike, worldwide.

Pickleball is a racquet sport that combines elements of table tennis, badminton, and tennis and can be played indoors in singles or doubles on a court. With over five million players across 84 countries, pickleball is one of the fastest-growing sports in the world, known for its accessibility and appeal to all ages ranging from 5 to 70 years old.

With a multi-country licensing agreement of ten years with the All India Pickleball Association (AIPA), affiliated with the International Pickleball Federation (IPF), the world pickleball league is a major step towards the international expansion of pickleball, with plans to develop the sport bottom up, from grassroots to professional and competitive levels.

NSG, through its leadership role in promoting and professionalizing pickleball in India, strives to break down age and gender barriers to encourage people across all demographics to participate. The World Pickleball League aims to reach over 30 million households and engage middle- and upper-middle-class segments across the country to harness the social and community-building aspects of pickleball, making it a popular athleisure activity that brings people together. 

"With the launch of the World Pickleball League, our vision is to unite key stakeholders, ensuring its resounding success and leaving a lasting legacy for the sport. Through close collaboration with the All India Pickleball Federation, our vision is to cultivate the sport from the grassroots, leveraging the league as a springboard and platform to grow the game across the length and breadth of the country. With the game being played in over 80 countries, we want the league to serve as a catalyst for promoting pickleball and enticing more individuals to embrace the sport along with also offering a coveted platform for brands in India and overseas seeking opportunities in New Age sports investment that is being lapped internationally. By captivating the interest of this burgeoning generation of sports enthusiasts, we anticipate driving unprecedented growth for brands, consumers, and the public at large for Pickleball in India" commented Gaurav Natekar, Founder and CEO - Natekar Sports and Gaming ( NSG).

The All India Pickleball Association (AIPA) is the governing body of Pickleball in India, functioning as a nonprofit organization and providing support to other national and local pickleball organizations. According to the AIPA, pickleball is played in at least 18 states in the nation at the moment with 8,000 registered players and close to thirty-five thousand amateur players playing the game which is projected to reach the one million mark in the next five years.

“The All India Pickleball Association (AIPA) is dedicated to supporting the growth of the sport and by partnering with the first-ever professional pickleball league, we aim to create more opportunities for players and create a thriving community of pickleball enthusiasts. We believe this league will help cultivate future pickleball stars and drive the sport's development from the grassroots to the professional level,” said Arvind Prabhoo, President, All India Pickleball Association (AIPA) and International Pickleball Federation ( IPF).

Nachiket Pantvaidya, CEO of Sony Entertainment Talent Ventures India (SETVI) stated, “Sony Entertainment Talent Ventures India (SETVI) is committed to supporting innovative sports ventures. Our partnership with Natekar Sports & Gaming to launch the first-ever professional global pickleball league marks a significant step toward creating new opportunities in the sports industry. Through this league, we aim to fuel the growth of this new age sport and extend its reach among the global audience. We are thrilled to embark on this journey, which not only advances pickleball but also promotes health, fitness, and inclusivity through sports.”

The inaugural global pickleball league will consist of six franchises, each featuring 6 to 8 players, comprising a mix of leading international players from all over the world and Indian talent. 

To encourage the growth of emerging players, each franchise will also have junior players who will practice, travel, and train alongside the professional players. This initiative aims to provide young Indian athletes with valuable exposure to the highest levels of pickleball competition, helping to develop the sport's next generation of stars.

Additionally, the league plans to work closely with franchise owners to conduct tournaments in the cities where their teams are based and help the teams increase their brand visibility within local communities.



Sony Entertainment Talent Ventures India and Natekar Sports and Gaming announce 'World Pickleball League'

In a bid to compete with streaming giants like Netflix and Amazon Prime Video, Disney and Warner Bros. Discovery are joining forces. As per reports, this summer, US customers will be able to subscribe to a bundle that includes Disney+, Hulu, and HBO Max (Warner Bros. Discovery's streaming service). While both ad-supported and ad-free options will be available, specific pricing details haven't been revealed yet.


“This new offering will help drive incremental subscribers and much stronger retention,” BBC quoted a statement from Warner Bros Discovery’s executive JB Perrette.

Both companies will reportedly make announcements on details of the arrangement in the coming weeks. 

This will not be the first time streaming platforms are coming together to bundle offerings. 


Earlier this year, Walt Disney's ESPN, Fox Corp and Warner Bros Discovery had announced a new sports platform to be launched later this year.


While announcing their Q2 results on May 7, Disney highlighted the increase in Disney+ Core subscribers.  The subscriber base increased by more than 6 million in the second quarter, and Disney+ Core ARPU increased sequentially by 44 cents.

Disney and Warner Bros. to team up: Streaming bundle to challenge Netflix and Amazon

The merger of Star India with Reliance Industries is expected to be closed by the first half of 2025, The Walt Disney Company said in a regulatory filing. 



The company said, “The Star India transaction is expected to close in the first half of calendar year 2025, subject to customary closing traditions, including regulatory approvals and government consents. If closing has not occurred by February 28, 2026, Star India or RIL may terminate the transaction.” 



On February 28, 2024, RIL’s Viacom18 inked a binding agreement with The Walt Disney Company to merge their media operations in India and form a joint venture that will see the businesses of Viacom18 and Star India being combined.





As a part of its growth strategy, Reliance Industries will invest Rs 11,500 crore. The transaction values the joint venture at Rs 70,352 crore on a post money basis.





After the above mentioned steps have been completed, 16.34 percent of the joint venture will be owned by Reliance and 46.82 percent by Viacom18 and 36.84 percent by Disney.





The joint venture, with a license to more than 30,000 Disney content assets, will be granted the exclusive right to distribute Disney films and production in India.





Nita M. Ambani will be the chairperson of the JV, with Uday Shankar as vice chairperson providing strategic guidance to the JV.



The JV will be one of the leading TV and digital streaming platforms for entertainment and sports content in India, bringing together iconic media assets across entertainment (e.g. Colors, StarPlus, StarGOLD) and sports (e.g. Star Sports and Sports18) including access to highly anticipated events across television and digital platforms through JioCinema and Hotstar. The JV will have over 750 million viewers across India and will also cater to the Indian diaspora across the world.





The JV will seek to lead the digital transformation of the media and entertainment industry in India and offer consumers high-quality and comprehensive content offerings anytime and anywhere. The combination of the media expertise, cutting-edge technology and diverse content libraries of Viacom18 and Star India will allow the JV to offer more appealing domestic and global entertainment content and sports live streaming services, while delivering an innovative and convenient digital entertainment experience at affordable prices. With the addition of Disney’s acclaimed films and shows to Viacom18’s renowned productions and sports offerings, the JV will offer a compelling, accessible and novel digital-focused entertainment experience to people in India and the Indian diaspora globally.

Reliance-Disney merger likely to close by first half of 2025

HT Media Ltd reported a consolidated net loss to Rs 31 lakh in the fourth quarter ended March 31, 2024. The company had posted a consolidated net loss of Rs 20.73 crore in the same quarter of the previous fiscal, HT Media said in a regulatory filing, as per reports.

Consolidated revenue from operations during the quarter under review stood at Rs 464.41 crore as compared to Rs 441.4 crore in the corresponding period a year ago.

Revenue from printing and publishing of newspapers and periodicals in the quarter was at Rs 375.97 crore as compared to Rs 373.85 crore in the year-ago period, the company said.

Radio broadcast and entertainment vertical posted revenue of Rs 47.57 crore as against Rs 36.29 crore in the corresponding period of the previous fiscal.
The digital segment recorded revenue of Rs 43.21 crore in Q4FY24 as compared to Rs 31.63 crore in Q4FY23.

Total expenses in the fourth quarter were lower at Rs 513.41 crore as compared to Rs 528.87 crore in the same period a year ago, the company said.

For the fiscal ended March 31, 2024, the company said its consolidated net loss narrowed to Rs 91.38 crore from a consolidated net loss of Rs 251.75 crore registered in FY23.

Consolidated revenue from operations in FY24 was at Rs 1,694.72 crore as compared to Rs 1,711.1 crore in FY23, it added.



HT Media reports net loss to Rs 31 lakh in the fourth quarter

Chef Sanjyot Keer, known for his fusion of flavors and captivating Indian culinary creations will be making his debut at the Cannes Film Festival. 

Chef Keer has carved a niche for himself in the digital culinary world, garnering a massive subscriber base of 15 million across social media platforms and captivating audiences with his delectable Indian recipes. His innovative approach to food and storytelling have earned him widespread acclaim and admiration. He was recently seen cooking misal pav with the global music sensation Ed Sheeran.

Niharika NM prepares to attend the iconic film festival for the third consecutive year. Niharika has become a staple at the world-renowned festival, captivating audiences and fashion enthusiasts alike with her appearances. Having made her debut in Hollywood with her cameo in Netflix’s widely popular series Big Mouth alongside Megan Thee Stallion, Jordan Peele, Padma Lakshmi earlier this year, Niharika is set to take the global stage yet again at the Cannes Film Festival.

Having worked with the creme-de-la-creme of the Indian film industry, right from Aamir Khan to Mahesh Babu, from Yash to Priyanka Chopra, Niharika has stamped her authority through her shareable videos. Stay tuned as Niharika NM takes Cannes by storm for the third consecutive year, promising yet another unforgettable moment at the world's most prestigious Red Carpet.

Sanjyot shared, “The Cannes Film Festival is an incredible stage for cinema and culture. I am grateful to have been invited to experience this Festival in all its glory. In my 8 year journey with Your Food Lab, I have strived hard to make every food video feel like cinema in my own way of storytelling. My life-long goal is to bring a fresh perspective to traditional Indian cooking, making it accessible to audiences worldwide through my work as a culinary artist.”

Niharika shared, "Being invited to witness the grandeur of the Cannes Film Festival for the third time feels lovely. For the film enthusiast in me, it’s like a dream I don’t wake up from. I'm looking forward to experiencing cinema at its finest yet again. ” 



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