TV First: Experts to discuss central theme 'Future of Television in the Age of Digital'

Industry stalwarts from P&G, IPG Mediabrands, Castrol India, Kellogg India, Big Bazaar, Syska Group among others to attend the TV First conference on January 31 in Mumbai

TV First conference

The fifth edition of the Prime Time Awards, an initiative by exchange4media, aims to recognise the excellent work done by brands, agencies, and broadcasters on TV campaigns. The event will also hold an all-day conference called TV First, which is based on the theme ‘The Future of Television in the Age of Digital’.

The event is scheduled to take place on January 31 at the ITC Maratha in Mumbai.

The conference will include a mix of standalone speakers and panel discussions. The event will begin with a Keynote session by Vivek Sharma, MD, Anchor Electricals, who will speak on the topic ‘Television Advertising in the Digital Age’. This will be followed by a half an hour speaker session with Abhishek Desai, Director - Marketing Operations Indian Sub-continent of P&G speaking on the topic 'Advertising in the age of disruption - TV first or digital first'. 

Speaking on the topic of ‘ABC of TV Advertising in the ever-evolving digital world’ will be Kedar Apte, VP - Marketing of Castrol India. Giving us an insider view into ‘Why TV is a tough to beat medium?’ will be BARC India’s CEO, Partho Dasgupta. As the afternoon sets in, a Fireside Chat with Anuj Poddar, Executive Director, Bajaj Electricals will enliven the audience.

In the second half of the all-day conference, a standalone Speaker Session will be addressed by Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios & Swastik Productions. This will be followed by a Panel Discussion on the topic 'Is TV still the most powerful brand-building medium for marketers?' moderated by Rohit Ohri, Group Chairman & CEO, FCB India along with speakers Sumit Mathur, Director Marketing Kellogg India; Rajiv Dubey, Head of Media, Dabur; Vivek Sharma, Chief Marketing Officer, Pidilite; Avinash Kumar, Marketing Head, Patanjali; Jishnu Sen, Chief Marketing Officer, Big Bazaar and Ajay Dang, Joint Executive President & Head – Marketing, UltraTech Cement.

Amer Jaleel, Group Chief Creative Officer and Chairman of MullenLowe Lintas Group will conduct a session for half an hour. The second panel discussion will see experts discuss on the topic 'Cracking the code of live event sponsorship on TV' that include speakers Vikram Tanna, VP, Head-Advertising Sales & Business Head- Regional Clusters, Discovery Communications India; Anupam Bokey, Chief Marketing Officer, Too Yum Brands; Amit Sethiya, Chief Marketing Officer, Syska Group and Peeyush Bachlaus, GM Marketing, Kansai Nerolac Paints Ltd. 

The conference will conclude with a session by Shashi Sinha, CEO, IPG Mediabrands India who will speak on the topic 'TV cum Digital: How advertisers can use it best'. 

Launched in 2014, the Prime Time Awards is one of the leading platforms to crown the absolute standard of creative excellence for television commercials. For more information, click here:

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Interbrand reveals top 5 branding assignments to mark its 5 years

Interbrand announces expansions plans in newer markets and new brand wins in 2019


Interbrand, one of the leading brand consultancy, recently completed five years in India. As the market globalises and grows, the consultancy is pushing the envelope with its global best-in-class solutions. 

On the occasion, Interbrand revealed decade’s top 5 Branding assignments that established its leadership credentials in the market. The list begins with the rebranding of Godrej through which a brand led organisational transformation was illustrated for the Indian market. The next in line was the Mahindra global brand aspiration exercise which can be hailed as the first serious exercise by an Indian brand to rise to a global brand status. The next project perhaps was the biggest branding exercise that the country had seen and will see in years to come Reliance JIO. A brand that by design transcended the category and spawned the Digital Life platform as India’s first new age tech brand. The recent years saw Interbrand rebrand the iconic Britannia to reconnect it to its new business ambitions of being a Total Global Foods Company. And lastly its iconic move was in form of repositioning Infosys to help it move upstream in the new technology sector paradigms.
On the occasion, Interbrand announced a slew of new wins as well as expansion into adjacent markets as its new plan to sustain its leadership. Interbrand has already established its business in Sri Lanka with its local partner MND. MND has branded and repositioned many of Sri Lanka’s renowned brands that include Aitken Spence Plc, Elephant House, Goodhope Plc, Lion Lager and Ceylinco Life. After the thriving association today, Interbrand’s Sri Lanka partner has team strength of 8 people and is working with brands like HNB, LB Finance, DIMO, Softlogic and Nawata among others. 

Interbrand is also planning on expanding its business in markets like Maldives and Bangladesh in 2019.  

In addition to expanding its business geographies, Interbrand unveiled key account wins in India which includes brands like Haldiram’s, Godrej Properties, Britannia Dairy, Ashok Leyland, Jain Farm Fresh and  Kansal Nerolac.

Interbrand’s India Head, Ashish Mishra said, “In half a decade, Interbrand has built relationships with a third of the country’s 40 most valuable brands. We are excited to create some great branding work for our new clients. We see strong, respected businesses in Sri Lanka, the Maldives and Bangladesh. Being the youngest in the global network, this expansion makes us the premier brand consultancy in the subcontinent.”   

Gonzalo Brujo, Interbrand’s Global Growth Officer and part of the network’s global leadership team, said, “Interbrand India has shown immense growth by evolving products according to customer needs and by being purpose-driven. We believe this expansion will be a huge success.”

Michel Nugawela, Head of Interbrand’s partner in Sri Lanka, said, “We are experimenting with new ways to grow; this will be a remarkable journey. Globally, Interbrand has played a leading role in instilling confidence among business leaders through its robust value-based methodology which has grown businesses of the best global brands.”

Interbrand has a network of over 33 offices in 27 countries on the recently launched inaugural Interbrand Breakthrough Brands Report in partnership with Facebook, Ready Set Rocket, and the New York Stock Exchange. Interbrand’s Best Annual Global Brands report also highlights the guide to the world’s 100 most valuable brands and values each brand’s financial performance, role and their strength.

Interbrand’s portfolio of clients include HSBC, American Express, Credit Suisse, Barclays, Swiss Re, Allstate, Bank of America in financial services, and GE, Shell, IBM, KPMG and Godrej in diversified sectors; and FedEx, UPS, DHL, British Airways , KLM, Thai, Iberia, Lufthansa, Singapore Airlines and Maersk in logistics and transportation; and Unilever, P&G, Nestle, Kraft, Nivea, Knorr and Wrigley in CPG/FMCG; and FIFA, Rugby Football Union, Ryder Cup, USGA and Sochi Olympics in sport branding; Gucci, Prada, Rolls Royce, Cartier, Hugo Boss, Bulgari and Remy Martin in the luxury segment as well as cities, regions, and nations such as Edinburgh, Johannesburg, Manitoba, South Korea, Holland and Chile.

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SVG Media forges strategic partnership with BirdEye

SVG Media, a Dentsu Aegis Network company, will help increase US-based BirdEye’s global footprint as the leading customer experience and business reputation platform


SVG Media, a digital marketing platform with over 150 million unique visitors, has announced a strategic partnership with US-based BirdEye in India. 

With BirdEye, businesses can manage their reviews across hundreds of websites and turn customer feedback into revenue growth. SVG Media, a Dentsu Aegis Network Company, will help increase BirdEye’s global footprint as the leading customer experience and business reputation platform.
BirdEye gives businesses the ability to hardwire every business decision around the customer and scale revenue growth. BirdEye’s all-in-one platform includes review monitoring, review generation, review marketing, customer surveys, social listening, social publishing, social engagement, customer support ticketing, listings, webchat, business insights and competitive benchmarking. 

SVG Media will assign a workforce of Digital experts across multiple offices in India and will support BirdEye in working with leading brands all over the country.
“We are incredibly excited about this partnership. SVG brings an unparalleled understanding and execution in the Indian market. This is the reason why the majority of the world’s leading companies cherry-pick SVG as their digital partner,” said Naveen Gupta, co-founder and CEO of BirdEye.
“The marketing tangent in India is fast evolving and there is a growing need for effective marketing technologies. The BirdEye product suite serves a holistic and focused approach towards revenue contribution across their implementations. SVG would bring its strategic market understanding and sales expertise to grow the business presence in India. We are very excited to be partnering with BirdEye and are looking forward to improving customer experiences in India,” said Anurag Gupta, CEO of SVG Media.
Launched in early 2012, BirdEye now serves over 50,000 business from small and medium-sized businesses to Fortune 500 companies. The partnership with SVG Media will further strengthen BirdEye’s presence in the Indian market at a time when the company is more than ever advancing its products and services for brands looking to manage their customer experience and online reputation all in one place.

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Ek Desh, Ek Hum campaign brings the narrative of togetherness across the country

Veteran advertising professional, Praveen Kenneth, along with filmmaker Pradeep Sarkar & musician Dhruv Ghanekar launch 'Ek Desh, Ek Hum’ video

ek Desh ek Hum

Praveen Kenneth, founder Law&Kenneth, and who retired last year as chairman of Law&Kenneth | Saatchi & Saatchi, has launched a campaign under the platform of ‘Ek Desh, Ek Hum’. The platform kicks off with a video that stresses on the theme of ‘Stronger Together’ theme.

Stating on the intent of the messaging, Kenneth said, “What we are conveying is not new. It’s simple, it’s obvious. We all know the Magic of India is the amazing diversity of its people, across cultures and religion. Our life is fuller, vibrant, expanded, thanks to our Hindu, Christian, Muslim, Sikh, Jain, Buddhists friends, brothers and sisters. I believe this is the underlying strength of our Nation. The important thing however is that we need to keep bringing this back into the Center stage of Conversation and Consciousness. It’s like brushing teeth- it needs to be gotten into our collective Consciousness -always. And this needs to be a on-going and a engaging conversation- Nation Above All. A nations' health and progress is directly proportional to the quality of the collective and inclusiveness of the society- and that’s the truth. We all know and have been taught this from school - that only in connection there is Progress/Growth/Joy, and in DisConnection - there is pain, suffering, chaos.”

Kenneth said, “In a daily life which zigzags through understandable difference, disagreements, arguments and loud and angry debates - which is the beauty of a democracy and always encouraged - the interest of India and Indians , should and will always be the in the centre. The campaign is an effort to bring back this conversations. This effort will be wasted if this ends up trying to pick up holes and complaining  instead, to focus on moving forward, always improving, always enabling , always looking at the bigger picture of Great Progress.”

The ‘Ek Desh, Ek Hum’— launch video has been directed by noted filmmaker Pradeep Sarkar while the music has been scored by the Dhruv Ghanekar and the lyrics have been penned by Ishita Arun. The video shows a young nation awakening to the need to come together. The narrative of togetherness is spread by people across the country, from every section of society and incorporates India’s great diversity.
“Togetherness is strength - this is the singular message that we want to convey,” Kenneth said.

The video is accompanied by Twitter push that will be hosted on #Ekdeshekhum. This will be supported by extensive TV and radio support.

“We hope to reach out to people across the political and civil spectrum, taking along all ideologies and views. In the end, everyone wants growth, progress and fraternity – for that, we need to remind ourselves , the very much used adage - UNITY IN DIVERSITY," Kenneth said.

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Ariel India’s Sons #ShareTheLoad campaign gets over 20mn views 

Movement has got support from celebrities like Rajkummar Rao, VVS Laxman and Neha Dhupia


Ariel India’s Sons #ShareTheLoad campaign has received over 20 million views. The latest film by Ariel India has started a conversation about raising sons and daughters equally. 
Endorsing this thought, Facebook’s Chief Operating Officer and founder of, Sheryl Sandberg said, “We teach our daughters to stand on their own feet. But we don’t teach our sons to lend a hand. This is such a powerful ad about how stereotypes get passed on from generation to generation – but now we have the opportunity to change that.”
The movement has gained support from celebrities like Rajkummar Rao, Patralekha, Sanjeev Kapoor, VVS Laxman, Neha Dhupia and Soha Ali Khan.
Partnering Ariel in making laundry the face of the movement is Whirlpool. KG Singh, Vice President - Marketing, Whirlpool India, says: "Whirlpool believes in creating happier homes and this is enhanced when family members share household responsibilities. Whirlpool is proud to support Sons #Sharetheload as the campaign's key message is integral to brand Whirlpool's ethos.'' 
Sharing her views on the early success of the film, Sonali Dhawan, Marketing Director and Fabric care Lead, P&G India, said: “We can see that the campaign is striking a chord. We are seeing an outpouring of personal stories, anecdotes and letters across social media platforms. We garnered 15 million views in just 2 weeks. It goes on to show that the message, the film and the cause are truly resonating with the audience. Ariel is proud to be at the forefront of converted effort in addressing the inequality at home and move the society to a happier, more equal future. This is just the beginning.”

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Indian youth should move from 'YOLO' to 'YAGO' in personal care: Poulomi Roy, RSH Global

Guest Column: Poulomi Roy, Chief Marketing Officer, RSH Global explains why Indian youth need to move from the 'You Only Live Once' philosophy to 'You Also Grow Old' in terms of personal care

by Poulomi Roy
Published - 6 hours ago
Poulomi Roy

YOLO or ‘You Only Live Once’. If there is anyone who has adopted this ethos – it’s ‘Millennials’. Millennials or Gen Y have a certain carefree attitude and believe in enjoying a fuller life today, but at what cost? And as millennials get older, a new generation is coming of age – the Generation Z-ers, which is not very dissimilar to the millennials. In fact, a Bloomberg analysis of United Nations data notes that Gen Z will comprise 32% percent of the global population in 2019, surpassing millennials by half a percentage.

The millennials and Gen Z need to wake up to another stark reality –'YAGO' or ‘You Also Grow Old’, and it becomes important for us as marketers to enable this shift in the mindset of the young Indian consumers from the YOLO to YAGO approach.

To be sure, the YOLO to YAGO, as a concept, has long been synonymous with the financial planning sector—and for obvious reasons. But this very idea today has an unmistakable resonance for the personal care industry. Global warming is a serious concern today with 16 out of 17 hottest years being observed since the start of the millennium. Asian countries are rushing to fight toxic air pollution as well. As months get hotter and because of environmental pollution, the Gen Y and Gen Z are increasingly facing skin problems. Pigmentation and wrinkles, for instance, were once a problem that the middle-aged faced. But no longer. Now, even those in their 30s complain of wrinkled or pigmented skin.

In a tropical country like India, summers are the time when a plethora of brands launches their products in an advertising blitzkrieg, often leaving the young consumers bewildered.

The Indian market has been flooded with skin care products that claim to provide instant benefits. What many of the younger generations fail to recognise is that instant gratification comes at a cost, with personal care products laced with chemicals that harm their skin and bodies. It is often tempting for a 30-year-old, for example, to pick an instant gratification product and mask his or her wrinkles. They, however, need to be persuaded into investing in good skincare products with natural extracts. This is one of the areas where marketers could play a key part, making consumers aware of the benefits of better, chemical-free personal care products.

To combat the new-age skin menace, it’s important that as personal care manufacturers, we formulate products keeping the YAGO ideology in mind and in the same breath while marketing these products, inculcate the YAGO concept in our approach.

While eating right and healthy is essential, starting a skincare regimen at a much younger age is vital.  After all ‘You Also Grow Old’.


(The author Poulomi Roy is Chief Marketing Officer at RSH Global, makers of Joy Personal Care and X-Men Personal Care products)

Disclaimer: The views expressed here are solely those of the author and do not in any way represent the views of

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Used car dealers spend heavily on advertising as market tipped to grow rapidly

The automobile industry on an average is growing in single digits but the pre-owned car market is growing at more than 15% per annum

Used Car market

The craze of purchasing used cars is witnessing an upsurge as compared to the desire to buy new cars in India. India is the third largest automobile market in the world, worth close to $300 billion. After e-commerce, India is emerging as a nation that is attracting the most amount of car buyers in the globe.

Despite many products launches in the passenger vehicle segment, the auto sector saw no cheer during the last festive season. But, the used car market is growing at a tremendous pace.

As per the data by Society of Indian Automobile Manufacturers (SIAM) released in 2018, at nearly four million used cars the used car market is 1.25 times bigger than the new car market that saw sales of 3.2 million units last financial year.

Also, CRISIL in its report stated that almost two in every three cars sold in the country are used cars. It further said that the used car market will grow at a steady pace of 15 per cent till 2020.

The major reason behind the growth of the used market could be seen as its table turning into much organised place, and the emergence of new players in the market. CarDekho, OLX, Droom, CARS24, Mahindra First choice and others have shown that there is lot to do in the market.

As the market is on a growth period, it has been noticed that the brands are spending high on advertising to connect with the audience well.

CarDekho incurred advertising expenses of Rs 62 crore in 2016 while CarTrade and CarWale together touched the advertising and promotional expenses to almost Rs 161 crore. Droom spent Rs 20.6 crore for advertising and marketing alone in 2016. Droom last year, allocated 400 crore marketing budget, out of which 150 crore is slated to be spent on digital medium.

But why the used cars are turning out to be better bargains for consumers as compared to new ones? According to Sunny Kataria, Vice President - Auto Category, OLX Group, “Pre-owned cars offer a distinct pricing advantage versus new ones. Data from our platform suggests that pre-owned cars can be almost 20-30 per cent cheaper as compare to the new ones. We came across a trend where users are selling their almost new cars which are barely a year or two old on OLX at a significant discount. Frequent car launches have also made it attractive for users to switch cars.”

To expand its business, OLX last year announced its offline expansion in the used car market and has plans to set up 150 outlets in 40 cities across India by 2021.

We reached out to brands and asked them why they are spending big on advertising and what is the opportunity in this sector. Sandeep Aggarwal, Founder & CEO, Droom explained, “In the used segment, only 15 per cent of the cars are sold through the organised channel such as Cars24, CarNation, Mahindra First Choice etc. The remaining 85 per cent is the part of unorganised sector. Whereas for two wheelers its almost 100 per cent organised. In the online segment, we are leading most of the online automobile transactions happening on the platform and for offline it’s a combination of Mahindra First Choice, Carnation, Maruti True Value, CashMyCar, Cars24 etc. So looking at the huge opportunity the spend on advertising is completely justified given that India automobile industry is worth 12 per cent of India’s GDP.”

Aggarwal believes, the opportunity is massive at this current point in the used cars. “The automobile industry on an average is growing in single digits, and the pre-owned car market is growing at 15 per cent + per annum. In 2018, the passenger vehicle market recorded sales of 3.4 million units while OLX alone sold about 3 million cars,” he explained. 

According to M Sathiyanarayan, Head - Marketing, Mahindra First Choice Wheels, “Advertising in the used car industry should be seen in context of the structure of the industry. The advertising spends are also emerging from players who are trying to create brand recall in their respective domains”.

He also revealed, “OLX occupies 77 per cent of market share in India’s pre-owned car market out of the market size of 3.8 million units, a large chunk of the car business sellers still sell offline.” 
Sharing a regional break-up of the car listings, he said, “55 per cent of sales come from tier one markets. The remaining 45 per cent from tier two cities.” 

According to a media report, Mahindra First Choice has seen 40-50 per cent growth over last year. Small SUVs have registered a tremendous growth rate over the recent years, which is expected to record the highest sales growth in the used car market till 2023.

With 50 per cent growth in the last year, how do experts see the industry flourishing five years from now? Aggarwal said, “We are a part of an automobile sector which is 12 per cent of India GDP or $300 billion annual worth industry. But out of this $300 billion only $1.25 billion is online. In next 5 years, we think this $300 billion will become around $450 billion worth industry and the online share will go up to $20 billion.” 

Sathiyanarayan, shares, “Used car industry in India is still in its nascent phase with only 15 per cent of the industry being organised. We believe that migration from two wheelers to four wheelers is going to happen through used cars, which means the industry will attract a lot of first time buyers.”

Kataria stated, “The industry will evolve at a much rapid rate akin to the developed markets. Offline sellers will throng to online marketplaces to offer their products and the consumer journey will become more seamless. The industry will evolve to offer ancillary products such as insurance and financing as pre-owned car marketplaces become a one-stop shop for all the consumer needs." 

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10K retweets will bring back Parle's Rola Cola!

Parle Products has promised to revive the childhood candy of kids from the 90s if fans are able to crowdsource 10,000 retweets

Parle Rola Cola

Remember the cola-flavoured candy from the 90’s - Rola Cola - that went out of production in 2006? If Twitterati can exert the power of social media and band together 10,000 tweets in favour of the popular candy that is intrinsic to the childhood of every 90’s kid, Parle Products has promised to revive this lost candy. 

How did all this come to be? Well, Siddharth Sai G  from Kerala, a big fan of Rola Cola, tweeted about his love for Rola Cola and how much he misses the childhood treat. Siddharth tagged the iconic brand’s maker-Parle Products - with a plea to restart production of the much-loved candy. His tweet said, “how many retweets would it take to bring the candy back in production?” 

In a surprising response, Parle Products shot back with a tweet saying that a total 10,000 retweets with the hashtag #BringBackRolaCola would set the ball rolling for Rola Cola’s production. That was on February 13, 2018. Within five days, Siddharth has managed 1,200 retweets. He’s also brought his campaign to the attention of Google, Netflix, Swiggy and Zomato.

It is unclear if Rola Cola lovers like Siddharth will be able to accumulate 10,000 tweets or how long it would take for the tweets to be amassed. But this incident shows that social media has changed the way brands and consumers interact and has brought about power to make the consumer’s voice heard like no other platform. 

Love your Rola Cola, why don’t you retweet?

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The Times of India forges partnership with

Members of BharatMatrimony can choose to avail matrimonial ads in the print editions of Times of India at a special price


Times of India has announced a tie-up with TOI and its franchisees will offer its membership packages at their offices across India. 

Consumers can now walk into any of Times of India’s network of franchisees and subscribe to BharatMatrimony’s matchmaking services. The No.1 and Most trusted Matrimony Service plans to leverage the large network to drive memberships.
As part of the tie-up, members of BharatMatrimony can choose to avail “matrimonial ads” in the print editions of Times of India at a special price.
Talking about the partnership, Murugavel Janakiraman – CEO said, “I’m happy to say that this is a significant partnership with mutual benefit and leverages the large on-the-ground network of Times of India franchisees together with its large readership.”
Sivakumar Sundaram, President Revenue of The Times Group said, “Times Group wants to expand its suite of alliances across print, digital and other properties and serve its customers even better. With this customer centricity in mind, we have forged partnership with Bharat Matrimony for our Times Soulmate advertisers.”

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Body wash brand, ThinkSkin, raps to the tunes of 'Gully Boy', #SoapKaTimeJaeyga

Recently launched by Future Consumer Ltd, Think Skin aims to influence consumers to upgrade from using a soap to a body wash

Think Skin

As the entire nation chants ‘Apna Time Ayega’, Future Consumer Ltd. (FCL) the FMCG 2.0 company creates a rap for its body wash brand ‘ThinkSkin’ in the ‘Gully Boy’ style. Rapped to some extremely catchy lyrics ThinkSkin communicates the benefits of using body wash instead of the age old soap. Recently launched by FCL, Think Skin is a contemporary brand that aims to influence consumers to upgrade from using a soap to a body wash. 

Keeping it fresh and meaningful, the rap is sung by a budding rap artist Gaurav Khullar and worded by lyricist, Shreya Singhania from Flying Cursor. FCL launched the body wash with the objective of making body washes even more accessible to all consumers by purchasing it at the price of a soap. Think Skin body washes are aromatic, hygienic, free from carcinogenic causing chemicals like paraben and provide long lasting freshness.

Speaking about the rap Keshav Biyani, Head – Home and Personal Care, Future Consumer Limited said, “As a contemporary brand we try to engage in a way that is more relevant to our new age consumers. Rap music is in vogue and is a language that connects with people instantly. ThinkSkin democratises body wash and the rap communicates this in a musical and crisp manner.”

ThinkSkin also invites its fans to unleash the rapper in each one of them. Consumers need to share their own lyrics to complete the lines ‘Swag aisa hai #ThinkSkin ka, jis se soap bhi darr jayega...’ and stand the chance to win hampers worth up to Rs 10,000. Contestants need to share their entries on ThinkSkin Facebook and Instagram handles.  

Think Skin product range includes refreshing body washes available in eight variants like Aqua Splash, Active Sports, Wild Rose, Sandal Clear, Lemon Fresh, Moisturising, Glycerine and Neem available at the price of a soap, starting from Rs 39 to Rs 79 only. The body wash is available in braille packaging and can be purchased from Big Bazaar, Big Bazaar GenNXT, Nilgiris, Heritage, EasyDay, and other general trade stores in the country. 

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MTV captivates Roadies’ fans with a thrilling stunt on a billboard

The live billboard, conceptualised by MTV and executed by Zenith, was placed at a thrilling height of 35 feet in Chitrakoot area in Andheri, Mumbai

MTV Roadies Real Heroes

Youth brand, MTV, continues to be the frontrunner in the category and has upped the ante with a stunt on a billboard that was created on February 9. Setting a perfect parallel, the live billboard, conceptualised by MTV and executed by Zenith was placed at a thrilling height of 35 feet in Chitrakoot area in Andheri, Mumbai. 
Continuing its leadership in ground-breaking consumer-engagement initiatives, MTV provided a unique experiential activity to the Roadies fanatics with a popular task, inspired from the fifth season of the iconic franchise. The billboard gathered a huge crowd of fans who were given a chance to accomplish the task live and compete head on. The very first to be elevated on the staggering height and compete were actors and reality show stars, Divya Agarwal and ex- Roadie, Varun Sood, who will also be seen in the journey of Roadies Real Heroes on MTV’s digital platform. 
Commenting on the successful execution of the live billboard task, Navin Shenoy, Marketing Head –Youth, Music & English Entertainment, Viacom18 said, “Roadies epitomises fierce competition and audacious challenges for thrill seekers. So, we owe it to the fans to add to the thrill factor on Roadies year on year. The team cracked a really audacious idea- an iconic Roadies task performed live on a billboard. It’s definitely a first in India. We are committed to maintaining our innovative, disruptive streak as brand MTV.”
The breath taking live billboard stunt was a complete breakthrough in redefining the passion and boldness that Roadies espouses for. The 16th season of MTV Roadies Real Heroes powered by Oppo and co-powered by Frankfinn Institute of Air Hostess Training and Woodland is up for a lot more action and quirky stunts with the auditions episode on every Sunday, 7 pm only on MTV. 

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