Category Archives: News

Atharva’s quest for a new phone leads the Wagle family into a major scam in Sony SAB’s ‘Wagle Ki Duniya’

Mumbai, September 27, 2024: Sony SAB’s ‘Wagle Ki Duniya – Nayi Peedhi Naye Kissey’ follows the daily struggles and triumphs of the middle-class Wagle family. In the recent episodes, Atharva (Sheehan Kapahi) is captivated by the idea of getting a new phone, driven by a desire to impress a crush who casually mentioned he should buy one. However, this innocent wish soon takes the Wagle family on an unexpected and complicated journey.

In his excitement of buying a new phone, Atharva enters his Aadhar details on a fraudulent website, believing he won a pair of headphones to go along with it. Getting deeper involved in the scam, Atharva also shares the Aadhar details of his family members including Rajesh (Sumeet Raghvan), leading them to give all the sensitive information to scammers. The situation escalates when the Police and the officials from the investigation department arrive, suspecting Rajesh’s involvement in the scam. Rajesh is taken in for questioning, but as the investigation unfolds, he helps the authorities uncover the fraudulent scheme behind the website, bringing the scam to light.

Sumeet Raghvan, who plays the role of Rajesh in Wagle Ki Duniya, said, “Atharva’s situation is a powerful reminder of how vulnerable we all are to online scams, especially in today’s digital age. His innocent wish for a new phone spirals into something far more serious, showing how easily one can make a mistake when unaware of the risks. This storyline emphasizes the importance of educating ourselves and our loved ones about online safety, especially when it comes to sharing personal information.”

The Influence Exchange Confex & Awards 2.0 Series Concludes with Resounding Success in Dubai

Mumbai: The Influence Exchange Confex & Awards 2.0 Series, held at the Hyatt Regency Dubai Creek Heights, concluded with overwhelming success. Bringing together industry leaders from AdTech, MarTech, and Influencer Marketing, this global event served as a key platform for the exchange of ideas, innovations, and strategies. It featured a dynamic mix of keynote speeches, thought-provoking presentations, and lively panel discussions, all centered around the event’s theme, “Unlocking Brand Power”. The conference attracted over 250 professionals, influencers, and marketers from around the world, eager to explore the latest trends in digital marketing, privacy regulations, and the convergence of CTV, AdTech, and MarTech.

The day began with an inspiring keynote address on the role of Emirati influencers in shaping the next generation, delivered by renowned influencer and model Dr. Mahra Lutfi. This set the tone for a series of deep dives into how influencers are changing the landscape of marketing and brand engagement. The panel discussions brought together top industry figures to examine critical developments such as the integration of CTV and marketing technology in influencer marketing and how brands can use these tools to drive growth and innovation.

The highlight of the event was the prestigious Influence Awards ceremony. Held in the evening, it celebrated outstanding contributions from influencers, brands, and technology platforms, recognizing those who have made a significant impact through their creativity and engagement. Influencers from a wide range of categories were awarded for their excellence, from Ahmad Najib Ayoub, who won the Best Financial Influencer Award, to Ksenia Hofmann, who was named Best Fashion and Style Influencer of the Year. Other notable winners included Musthaq Thuyyadi Chek for Best Art & Photography Influencer, Khadeeja Khan as Food/Culinary Influencer of the Year, and Karim Tarek, who took home the Gaming Influencer of the Year award. The Marketeer Award categories also recognized key leaders in the industry, such as Imran Sidi for Brand Activation Strategist of the Year, Maysam Azzam for Social Media Marketeer of the Year, and Sneha Chaudhary as Influencer Marketeer of the Year.

The conference provided ample opportunities for networking, with sessions that facilitated collaboration and new partnerships between delegates from various industries. Attendees praised the event for its comprehensive approach to fostering meaningful connections and addressing the challenges facing today’s marketing landscape.

One of the most engaging discussions of the day was the panel on “The Future of Influencer Marketing: The Convergence of CTV, Martech, and AdTech,” featuring speakers such as George Yaryura, Senior Vice President of Marketing at Mashreq, and Tianyu Zhang, a leading influencer. Moderated by Kaunain Fatima, the panel explored the integration of CTV and AdTech in influencer marketing campaigns and how these technologies are shaping the future of brand communication. Another key discussion focused on empowering the creator economy, with insights from Jon Barber, Vice President of TECOM Group, and Walid Elmusrati, an influencer known for his work in social media innovation.

The event also featured insightful presentations, such as Jemima Myers, CEO of Social Chameleon, who discussed leveraging social search and creators for commercial success, and Archie Rudyuk, CEO of Takefluence, who presented on harnessing user-generated content for business growth.

As a comprehensive gathering of the industry’s top minds, the Influence Exchange Confex & Awards 2024 has established itself as a driving force for innovation and collaboration in influencer marketing. The event left attendees equipped with actionable insights to navigate the ever-evolving landscape of influencer marketing and digital technology. The next edition of the Influence Exchange Confex & Awards is scheduled to continue the momentum, where attendees can once again immerse themselves in groundbreaking discussions on the future of marketing, technology, and influence.

The success of the Dubai event was made possible by key sponsors and partners. Social Chameleon, a Search-First Social Media®️ agency, served as the Gold Partner, while Takefluence partnered as the Solution Partner. Other notable exhibitors included PROVEN 360, Yala Yala Media Co. L.L.C, and Social Cash, each offering innovative solutions for marketers and influencers. Approach Entertainment served as the PR & Celebrity Partner, while Approach Bollywood took on the role of Entertainment Partner for the event.

Shakti Ki Ek Nayi Jazbaat from Everlite By Senco Gold, celebrating true connections ahead of Navaratri

New Delhi, 27th September 2024: In a poignant reflection of emotional connections, Everlite By Senco is thrilled to unveil its latest narrative, “Har Jazbaat Ko Karein Celebrate,” that beautifully encapsulates the essence of unspoken bonds between two women. This festive season, this story serves as a powerful testament to the strength found in understanding and support beyond words.

The story encapsulates intimate moments shared between characters – applying a bindi, helping with earrings, and bonding over mutual excitement for the Navaratri festivities. Each act of silent support reflects the essence of feminine power and resilience, perfectly aligning with the themes celebrated during this vibrant festival.

This unexpected twist not only enriches the storytelling but also emphasises the beauty of understanding and connection that exists beyond verbal communication. At the heart of this narrative lies the jewellery itself, serving as a mute symbol of the subtle yet powerful bond shared between the characters. Each piece enhances its appearance while embodying the true spirit of Shakti – the inner strength that shines brightly from within.

As Everlite acts as a catalyst, it bears witness to these precious moments, reminding us that beauty is often found in what’s unsaid, which when shared, is heartfelt! Such ankahee bond flowers in the absence of any reliance on words.

As we honour the festival of Navratri, let us embrace the treasures of unspoken connections and the power of emotional understanding that unite us all.

Joita Sen, Director and Head of Marketing and Designs at Senco Gold & Diamonds, shared, “We had a wonderful time filming this campaign and believe our audience will connect with it deeply, especially now. This Navratri, through our Shakti Edit and Lotus Collection, we’re unveiling designs that honor the divine feminine and evoke a sense of inner strength. With Everlite by Senco, we continue to celebrate Devi Puja alongside our other campaigns like Aparupa and Sajilo Rey.”

Woxsen University reclaims global rank for MBA Programs in QS Business Masters Ranking 2025

27th September 2024, Hyderabad – Woxsen University secures top positions in the latest QS Business Masters Rankings 2025, for the second time. Renowned for its industry-aligned curriculum, global perspective, state-of-the-art infrastructure & Industry partnerships, Woxsen University continues to be a nexus for Innovative research and transformative learning, nurturing a talented student pool that contributes extensively to the contemporary business landscape.

Despite being one of the youngest universities on the list, Woxsen has garnered impressive QS rankings for its flagship MBA Programs.

Masters in Finance Program

· 1st in India

· 13th in Asia

· Top 151+ Worldwide

Masters in Business Analytics Program

· 2nd in India

· 9th in Asia

· Top 101+ Worldwide

Masters in Management Program

· 7th in India

· 19th in Asia

· 151+ Worldwide

“Making it in the QS Business Masters Ranking 2025 justifies the tremendous growth Woxsen has shown by the year, positioning us as a leading global higher education institution. This ranking highlights every effort put in by our students, faculty and all our stakeholders. The trust placed in us by our community fuels our determination to exceed expectations every time.” said Praveen K. Pula, Founder & Chancellor of Woxsen University.

Vice President, Dr. Raul V. Rodriguez said “Woxsen University has topped the charts in diversity, employability, and value for money in the QS Business Masters Ranking 2025, exemplifying our consistent efforts towards a diverse and inclusive learning environment. We prioritize equipping our students with new-age skills they need to succeed in the ever-transforming global job market, while also ensuring that our programs offer exceptional value for their investment. Woxsen’s commitment to these aspects has cemented its reputation worldwide as a leading university for business education.”

Woxsen University has been evaluated by QS Rankings on significant parameters like Employability, Alumni outcomes, Thought Leadership, Value for Money, Class, and Faculty Diversity. Woxsen has joined the ranks of prestigious Indian institutions like IIMs, XLRI, and SPJIMR, as well as international universities, demonstrating its progress towards becoming a globally renowned University.

Moving Ahead – “Bigger, Better, Bolder, FundsIndia’s Growth Path Continues | FundsIndia

New Delhi, 27th September 2024 – FundsIndia, one of India’s leading digital wealth management platforms, is entering an exciting new growth phase as it relocates to a larger, state-of-the-art office space. This move comes on the heels of a significant development, as WestBridge Capital, has taken a majority stake in the company, signaling a strong endorsement of FundsIndia’s strategic direction and potential.

FundsIndia, known for its mission of “Making India Wealthier” and a proven track record of 15 + years providing world-class investment products with over 15,500 crores AUM, is marking this momentous occasion as a key milestone in its journey. The relocation to a more spacious, modern office reflects the company’s commitment to growth, innovation, and creating a dynamic work environment for its employees.

“Our move to this new office is more than just a change of address,” said FundsIndia CEO Mr Girirajan Murugan. “It symbolizes our evolution as a company and our aspirations to deliver even greater value to our clients, investors, and employees. We are ready to expand our offerings, enhance our technology, and redefine wealth management for the digital age. We’ve reached an incredible milestone of 15,500 crores in Assets Under Management, and this wouldn’t have been possible without the trust our customers have placed in us. We thank each one of them for being a part of this journey and for helping us build a future full of promise and potential,” said Girirajan Murugan.

A Dynamic Workspace for a Thriving Workforce

The new office, located in Chennai Nungambakkam, is designed to foster collaboration, innovation, and creativity. Featuring cutting-edge infrastructure, open spaces, and vibrant meeting areas, the workspace aims to support FundsIndia’s growing team and attract top talent in the industry. As the company expands its operations, the enhanced working environment will empower employees to drive innovation and deliver the best services to their clients.

Exciting Times Ahead for Employees and Investors

The company is gearing up to introduce new investment products, expand its existing service capabilities, and enhance its digital platform to meet the evolving needs of its customers. “The coming days will be even more exciting,” added Girirajan Murugan. “Our plans are bigger, and we’re set to provide even more value to our investors while creating new opportunities for growth and development for our employees.”

As FundsIndia embarks on this new journey, the company remains focused on its mission to democratize wealth management in India, helping every Indian invest in their future with confidence and ease.

Heartathon: A Run for a Healthy Heart

Bengaluru, September 27, 2024 – In observance of World Heart Day on September 29, 2024, Aster RV Hospital JP Nagar Bangalore is organizing a unique marathon event called “Heartathon.” This event aims to raise awareness about heart health, its ailments, and the importance of prioritizing cardiovascular well-being; our chance to combine fitness, fun, and learning, all while supporting a vital cause. The proceeds of the event will be utilized for free heart surgeries of children from economically weaker sections of the society.

Heart health is a critical aspect of overall well-being. By participating in the Heartathon, individuals can demonstrate their commitment to their cardiovascular health and contribute to a broader awareness of heart disease prevention. It’s essential to adopt a healthy lifestyle, including regular exercise, a balanced diet, stress management, and avoiding unhealthy habits like smoking and excessive alcohol consumption.

Dr. Divakar Bhat, Consultant – CTVS Surgery, Aster RV Hospital said “The Heartathon will feature a 7.2-mile (11.6 km) run, symbolizing a healthy heart rate. Participants will have the opportunity to run alongside doctors from Aster RV Hospital, learning about heart health facts along the way. The event will be held on a flat running track around the hospital, and while personal bests are not the primary focus, completing the run in 72 minutes or 36 minutes will be rewarded with special surprises.”

Why Should You Register?

Firstly, the Marathon is open to people from all walks of life. By participating in the Marathon and making a registration amount, they will be contributing for the cause of providing aid to the heart surgeries of the needy.

Empower Heart and Mind: Running is one of the best ways to improve cardiovascular fitness, reduce stress, and boost overall well-being. By participating in the Heart athon, we are not just taking care of our physical health but also enhancing our mental strength. It’s a perfect blend of exercise and education, designed to leave us feel energetic and informed.

Unique and Fun Distances Challenge ourself with our 7.2 mile (11.6 km) run, symbolizing a healthy heart rate (72 beats /min) or opt for the 3.6 mile (5.8 km) lighter option. Whether we aim for a new personal best or just look to enjoy a healthy run, there’s a distance for everyone.

Special Rewards and Keepsakes Complete the run in target times—7.2 miles in 72 minutes or 3.6 miles in 36 minutes will earn a surprise reward! Every finisher will receive a unique heart-shaped finisher’s medal, a symbol of commitment to heart health that can be cherished for years to come. The event T-shirt isn’t just a great memento; it’s a badge of honor that shows you’ve taken steps to improve your health.

Educational and Engaging Along the route: Runners will find educational stations with tips and facts about heart health, providing a unique learning experience as they run. Plus, with senior doctors and expert mentors like Dr. Divakar Bhat, Dr. Venkatesh S, and Dr. VeerendraSandur on board, there’ll be access to top-notch medical advice and support.

Healthy and Tasty Refreshments after the run that’s as rewarding as the race itself will be provided. It’s a chance to refuel, relax, and socialize with fellow runners and health enthusiasts, share stories, exchange tips, and enjoy the sense of community that the Heart athon fosters.

5 Ways In Which Stress Can Affect The Heart

By-Dr. Chirag D, Consultant – Interventional Cardiology, Aster Whitefield Hospital, Bengaluru

Stress has become a part of daily life that cannot be avoided, whether it is caused by work, personal life, or finances. Short-term stress in most cases can be controlled and managed, but long-term stress tends to have negative effects on one’s health, especially for the heart. Long-term stress has been linked to cardiovascular complications in addition to compromising the body’s other systems and promoting an unhealthy lifestyle. Understanding its impact on one’s physical as well as mental health can greatly contribute towards improving the individual’s overall well-being. This article discusses five ways stress can affect a person’s heart health and why is it harmful.

1. High Blood Pressure – Each time a person gets stressed, his/her body counteracts this by the release of hormones such as adrenaline and cortisol. These are stress-associated hormones that cause an increase in the heart rate which eventually results in the narrowing of the blood vessels. This leads to a rise in systolic blood pressure. Prolonged exposure to stress leads to the development of high blood pressure which increases the risk of heart diseases. If Hypertension is left untreated over a long period, it puts a strain on the heart which may lead to heart attacks or strokes.

2. Leads to Unhealthy Habits – It is common for most people going through depressing situations to delve into unhealthy practices. For example, some people tend to overeat junk while others seek comfort in alcohol and smoking. Such habits commonly lead to obesity and high cholesterol, and other factors that encourage the onset of heart diseases. However, people can relieve stress in many other ways, like exercising, taking up a new interest, or even yoga, without endangering the well-being of their hearts.

3. Promotes Inflammation – Chronic stress has been noticed to result in a hyperactive immune system that doesn’t help fight any infection but rather helps cause more inflammation. The inflammation also has negative effects on the blood vessels therefore making a person susceptible to Atherosclerosis due to the chances of fat deposits along the walls of the blood vessels. Blockage in the same increases the risk of attack or stroke hence it calls for proper control of stress.

4. Impedes Comfortable Sleep – Stress can affect the quality of sleep to the level that falling asleep or even staying asleep becomes a problem for individuals. Sleep, especially restorative sleep, is significant when it comes to heart health, since the lack of it causes high blood pressure and an elevated heart rate. Prolonged sleep disorder can result in weight gain and diabetes which are both high-risk factors for heart-related issues. Engaging in activities that will calm the body, like reading or meditating before sleeping will elevate the quality of sleep and protect the heart as well.

5. Effects the Heart Rhythm – Stress has the capacity to produce palpitations in some people. For people already suffering from heart malfunctions, this may extend to arrhythmia. It happens because stress interferes with the electric signals that control the heart rhythm. Occasional palpitations may not be a cause for concern, but persistent abnormalities can pose dangers, including heart attack. When stress causes people’s heart rhythm to change frequently, they should consult a doctor.

It is essential to understand the repercussions of stress and how it can impact a person’s heart health. Engaging in stress relieving activities like exercises, reading books, listening to music, dance and meditation among others can greatly impact a person’s overall well-being, helping them to lead a happy life.

Sonam Kapoor Leads Word to Screen at MAMI Film Festival

Mumbai (India), 27th September 2024

National Award-winning actor Sonam Kapoor, known for her strong author-backed roles and a self-confessed bibliophilic, continues to lend her voice and support as brand ambassador for Word to Screen at MAMI Mumbai Film Festival in partnership with Soho House Mumbai. Soho House Mumbai provides a space for filmmakers, industry leaders and creative minds to come together for meaningful conversations.

After yet another successful edition in 2023, Word to Screen Market is back on September 26, 2024. The Options Market offers a unique platform to writers, publishers, and filmmakers to engage and option stories for various film cinematic formats. This year the Market opened entries to non-fiction articles published in print and online newspapers and magazines. Over 120 books and magazines were submitted this year, out of which 15 titles have been selected to present at the Open Pitch Session at the Market. A first-of-its-kind initiative, Word to Screen, was launched in 2016 by MAMI and has since served as a dynamic and inclusive platform that explores the synergy between the power of the written word and the magic of cinema. It aspires to build an ecosystem that makes it easier for publishers from across the region to pitch, and filmmakers to foster collaborations and explore new stories for screen. Sonam Kapoor’s keen interest in books and sharp instinct for a great story, as reflected in her choice of cinema, make her the perfect champion for Word to Screen, aimed at exploring the fascinating intersection between books and the silver screen.

Welcoming Sonam Kapoor as the Brand Ambassador for Word to Screen, Shivendra Singh Dungarpur, Festival Director, MAMI Mumbai Film Festival said, “Cinema is an amalgamation of all the arts and has been closely linked to literature over decades. Some of the greatest films in the history of cinema have been adapted from literary works and I am so pleased that MAMI has nurtured and developed this unique platform that creates a synergy that will enable filmmakers to use their craft to bring the art of the word to the screen. We value Sonam Kapoor’s continued support for this initiative as its brand ambassador”.

Within a few years of its launch, Word to Screen, has helped forge cross industry relationships and some of the books that have been optioned out of the market include Bhujia Barons by Pavitra Kumar, Indira by Sagarika Ghose, Inspector Saralkar series by Salil Desai, Strangers to Ourselves by Shashi Deshpande, The Spectacular Miss by Sonia Bahl, How I Became A Farmer’s Wife by Yashodhara Lal and Cold Truth by Nikhil Pradhan.

Commenting on her association with Word to Screen, Sonam Kapoor said, “As an actor, I have always believed that a film is only as good as its script. It is imperative to encourage writers and publishers through an ecosystem like Word to Screen where they can ideate and collaborate with filmmakers who can bring their vision to screen in the most authentic and dynamic manner. As an avid reader, I am often drawn to roles that have been adapted from books. Such characters also bring a depth that is important to their evolution from paper to screen. Word to Screen is my attempt to give back to the art I love so much. It’s a pleasure to continue my association with MAMI’s Word to Screen and help enable and empower some truly engaging narratives on screen.”

MAMI Mumbai Film Festival is focused on building an ecosystem for new cinematic voices, facilitating the exchange of ideas, collaborations, and business opportunities, while bringing the best of world cinema to Mumbai.

Hold On Tight! Madgaon Express Arrives with Fun and Laughter on Zee Cinema for its World Television Premiere on Saturday, September 28th, at 8 PM

Fasten your seatbelts and prepare for a fun-filled ride as Zee Cinema brings to your screens the World Television Premiere of Madgaon Express! A tale of unexpected twists and comedic chaos, the much-anticipated film is set to premiere on Saturday, 28th September, at 8 PM. This movie is a rollercoaster of emotions, where a simple plan for a fun-filled Goa trip turns into a whirlwind of troubles. The movie, brimming with laughter, suspense, and entertainment, is a perfect weekend watch for families and thrill-seekers alike.

“Pehle poori zindagi Goa aa nahi paa rahe the ab yahan se jaa nahi paa rahe hain” – this line captures the essence of story, bringing it in a fun and light-hearted way. An unfulfilled dream of a Goa trip during college is something many of us relate to, but in this tale, that dream quickly turns into a nightmare! Produced by Farhan Akhtar and Ritesh Sidhwani’s Excel Entertainment, the film promises to keep audiences hooked with its engaging storyline and a dynamic cast featuring Divyenndu, Pratik Gandhi, Avinash Tiwary, and Nora Fatehi. Directed by Kunal Kemmu, known for his impeccable comic timing, this film guarantees a perfect blend of laughter and thrills!

Director Kunal Kemmu said, “Madgaon Express is beyond special for me, not only because it is my first film as a director but the entire experience of bringing this film to life. I had this idea for a long time about three friends whose journey shows how expectations often clash with reality, inspired by my first trip to Goa on the Madgaon Express. It’s so encouraging to see the love we have received for the film during its theatrical run and I’m equally excited for its World Television Premiere on Zee Cinema. The film gives the experience of a classic entertainer that can be enjoyed by everyone. It’s a film made with pure heart and that has been translated on screen as well.”

Divyenndu added,

“When I first read the script, I found myself genuinely laughing, it’s been a while since I’ve read something this funny and real. Comedy is tough, but the writing was spot-on, especially for my character Dodo. Dodo is that friend in every group who feels left behind, stuck in the rat race, and I think people will really relate to him. It took time to fully grasp his isolation and sense of being out of sync. Hanging out with Pratik and Avinash after shoots helped prepare me for the next day. The writing was brilliant, with humour naturally flowing through the characters. If reading it was this fun, I knew performing it would be a blast.”

Pratik Gandhi added,

“It’s always a joy to collaborate with such a fun and talented group like Kunal, Divyendu, Nora, and Avinash. I learned so much from each of them! We had countless funny moments on set, along with a few unexpected ones, like when I dislocated my shoulder. But Kunal, being the clear and inventive director he is, brilliantly decided to incorporate it into the film. That’s the level of creativity we had throughout the shoot. Each member of the cast brought a unique and intriguing character to life.”

Avinash Tiwary added, “I remember when Kunal was narrating the story to us, everyone was laughing their hearts out. I knew it was going to be a hit with the audience. We had so much fun on set, and let’s just say, some moments got too real. As for my character, it was something I had not done earlier. He is the smartest one in the group, yet very lively, there are so many layers to him. I’m super thrilled for everyone to watch this film on Zee Cinema and experience the same laughter we had while filming.”

Nora Fatehi added,

“The script immediately caught my eye during the narration. It was fun and full of comic moments. The character I played is incredibly interesting. She’s the one who adds to the chaos but also comes through as a saviour. Collaborating with such a fun group like Kunal, Divyendu, Pratik, and Avinash was amazing, and I learned so much from them! I’m definitely looking forward to exploring more such roles in the future.”

Shraddha Kapoor swears by the expertise of YES MADAM home salon service, confirms The Ridikulus through their latest campaign

Home salon services for beauty and spa have been around for a few years now and the customers, especially women have taken to them quite strongly post the pandemic. But as was found out by Mayank and his team at Yes Madam, the customers sought the convenience of home service but were a tad shy to express it publicly. The reason they deciphered was that the patrons were not getting the personal touch that they were used to from their favourite salon. In order to change this perception and bolster their confidence, it was imminent for the brand to deliver the same pampering the customer expects and deserves. And this would be the key to establishing Yes Madam as a ‘home salon expert’ and differentiate it from the other established players.

Towards this Mayank and his team have been upskilling their service providers and introducing new tech services to their folio but they needed a shot in the arm to help make the brand a household name. Shraddha Kapoor was their immediate choice as the face of the brand with her growing popularity and her ‘girl-next-door’ image of a perfect blend of elegance and approachability, would surely be a game-changer. After a multi-agency pitch, the task entrusted to The Ridikulus was to not think of a typical celeb-led campaign but an idea that leverages the celebrity-values in congruence with the brand’s ethos. In today’s age for any brand to succeed it needs to be seen as authentic and offer genuine solutions, suggested The Ridikulus team.

So instead of showcasing Shraddha as a superstar, portraying her as a genuine customer of Yes Madam who discovers their expertise, would make the message more believable and real. The campaign idea – ‘Har expert salon expert nahin hota’, boasts of the expertise that each and every Yes Madam service provider is equipped with and goes beyond the expected quotient to deliver the individual touch to every customer.

The campaign is a series of three films –

the first film sets the context for the idea by juxtaposing how other service providers are not salon experts due to their diluted service delivery and offers Yes Madam as the best solution to Shraddha’s needs.

Emboldened by her first experience Shraddha now introduces the brand to her father Shakti in the second film. As a doting father he enquires how Yes Madam can deliver the same personalised care and attention to his daughter’s needs in the same way he has been ensuring over the years. To this Shraddha intervenes and convinces him by explaining the unique offering from Yes Madam.

The third film (Yet to be released) is set to capture the festive season when the demand for home salon service peaks. Each film shows how Shraddha’s trust in the Yes Madam service progressively keeps growing with the use of monodose products or the choice to use the beauty products she prefers and the transparency in pricing.

Shraddha Kapoor says that the personnel of Yes Madam coming to your home not only give you the convenience of skilled professionals service but truly understand your specific needs and the overall experience is very warm and genuine. I would recommend all the women to try their service once, you will surely call them again.

Mayank Arya says that their unique proposition offers their customers affordability, inclusivity, transparency and would eventually gain their ‘trust’ and long-term loyalty. Yes Madam, has been operational in multiple cities across the country since 2016. Despite other players like Housejoy, Quikr’s AtHomeDiva and Urban Clap, the service has found many takers, and their numbers had been growing year-on-year and had majority takers from Delhi-NCR region and other metros. At this stage, they knew that they have to invest in building the trust and comfort with each and every customer so that they would come back again and again.

Aditya Arya, co-founder of YES MADAM, put it, “The Shark Tank show has started us on the journey of becoming a brand from a service business, and what we needed now was to increase the reach and become the household name as the home salon experts”.

Akanksha Vishnoi, a co-founder with the Arya brothers, says “Onboarding Shraddha Kapoor was a strategic decision, and it has worked in our favour, as soon after the collaboration she topped the box office charts, which has helped the brand as well”.