<ul><li><keyword id="7856785" type="UNKNOWN" weightage="20" keywordseo="Likee">Likee</keyword> is increasingly finding users in Tier II and Tier III cities, giving it a diverse audience base.</li><li>Movies have seen this as an opportunity and have worked with the platform to reach out to an engaged audience.</li><li>The platform plans to work more closely with production houses in 2020.</li></ul> Global short video creation platform Likee has had an interesting year in India in 2019. While it launched in the country in 2017, last year saw India India become one of the most significant markets for the platform whose parent company is Singapore-based Bigo Technology. The year 2019 was exciting for Likee for many reasons, shares <keyword id="8639185" type="UNKNOWN" weightage="20" keywordseo="mike-ong">Mike Ong</keyword>, Vice President, BIGO Technology. “We have been reported among the top 10 most downloaded apps globally, leaving behind many popular apps. We have also been recognized as the No 1 breakout app, as per App Annie year-end report on app trends for 2019. We are clocking close to 173% YoY growth globally, and aim to become the most downloaded short video platform in 2020. (According to the JOYY earning report Third Quarter 2019, the MAU of Likee exceeded 100.2 million, which increased by 413.4% year over year. The MAU of IMO’s embedded Likee service reached 50.2 million. Also, Likee was ranked as the No 6 Top Apps throughout 2019 and No. 7 of the Overall Worldwide downloads in Q4 of 2019 according to Sensor Tower),” says Ong. The app has been seeing growth in both metros as well as Tier II and Tier III cities. And it is perhaps this variety of audience on its platform that helped it crack <keyword id="3507580" type="PERSON" weightage="20" keywordseo="Movie-Marketing">movie marketing</keyword>. The movie marketing boost Last year, a lot of prominent Bollywood releases launched their campaigns on Likee and Ong believes that there lies a huge opportunity for Bollywood and regional production houses to promote their movies or music albums on the platform. “Likee has evolved to be the most favoured platform for Bollywood and regional production houses to promote their movies or music albums through innovative campaigns and integrations. Last year, we saw integrations from major production houses including <keyword id="1542347" type="COMPANY" weightage="20" keywordseo="Salman-Khan-films">Salman Khan Films</keyword>, Fox Star Studios, T-Series, Desi Melodies, that promoted their projects on our platform.” “Movies and Music production houses are leaning largely towards Likee to promote their projects. Likee has been a digital partner to multiple Bollywood, and regional cinema projects. With collaborations from regional markets as well, we were able to cultivate a unique bond between cinema and the youth of India,” says Ong. Sharing some stats around how some of these movies were able to get really good engagement, Ong added, “Given the wide reach of our platform across India, each project garnered millions of views. Various popular movies of 2019 such as Chhichhore, <keyword id="894852" type="ENTERTAINMENT" weightage="20" keywordseo="Dabangg-3">Dabangg 3</keyword>, Panipat, <keyword id="3623804" type="PERSON" weightage="20" keywordseo="Housefull-4">Housefull 4</keyword>, among others were promoted on Likee with unique challenges garnering over 300 million views each. Likee’s collaboration with Dabangg 3 as the digital partner for the campaign #HudHudDabangg raked over 362 million views, #Dabangg3 raked over 610 million views whereas #TheBalaChallenge for Housefull 4 garnered more than 682million views.” Some other production houses like T-series, TVF’s The Screen Patti, VYRL Originals, VehliJanta Records (VJR) also partnered with Likee over the course of the year. Another campaign for the movie The Zoya Factor that was launched to promote the movie got over 812 million views. Seeing the positive response on movie-related campaigns, the platform is confident that 2020 will see them engage with more movies. “In 2020, we aim to lead the sector with substantial integrations from Bollywood and regional production houses and to be the preferred platform for promotional collaborations,” adds Ong. Advertising for revenue Besides live streaming revenues, commercial advertising has become one of the most important means of revenue growth for Likee. Explains Ong, “On the one hand, display ads have been tested in Likee, which is aiming to make ads become part of our quality content. On the other hand, we provide innovative solutions for clients, such as hashtag challenge and branded effects, enabling our users to participate in customized branding campaigns to increase our clients’ brand awareness and achieve user engagement. In the meanwhile, we will explore more commercial scenarios like in-app e-commerce.” Likee has also integrated with the Facebook Audience Network and Google Adx&amp;Admob, enabling global clients to buy the platform’s inventory through Facebook and Google. Meanwhile, they have also started direct sales globally for branding clients, and has worked with gaming, 3C (Computer/Communication/Consumer electronics) and FMCG clients since Q4,2019.

Why Likee is betting big on movie marketing

<ul><li>Thumbs Up had dropped Khan as its brand ambassador in 2016 for a younger star, Ranveer Singh. </li><li>He had also lost another endorsement Revital to a much younger icon and top cricketer M S Dhoni. </li><li>Khan’s Dabbang 3 is one of the most talked-about movies of the year, and Pepsi has tied up with it too. </li></ul> ‘Bollywood ka bhai’ <keyword id="6354583" type="UNKNOWN" weightage="20" keywordseo="salman-khan">Salman Khan</keyword> lost a lot after he was convicted of a hit and run case, back in 2002. One of them was a Thumbs Up brand endorsement. Coca-Cola which owns the brand, dropped him as its brand ambassador amid severe backlash. Yet, years later, Khan became the unceremonious King of cinema and they brought him back in 2012 — only to drop him again in 2016. Except this time around, he was not being a bad boy, but an old man. Thumbs Up, which had cashed in on his ‘macho image’ which is synonymous with the brand, wanted a ‘younger’ brand ambassador. They chose not to renew Khan’s contract and went with Ranveer Singh instead. As per reports, the brand wanted a star who had more appeal with ‘millennials’ — Singh’s forte. The very same year, Khan lost yet another endorsement — Revital — to a much younger icon and one of the top cricketers in the country, M S Dhoni. Luck turns around for Khan The 53-year old Khan has not lost relevance with his audience. This year, he delivered a superhit with Bharat which clocked in ₹325 crore. And this time around, Pepsi picked him to from the ‘effortlessly cool’ image of Khan. “Over the last year, SWAG has been the underlying message throughout Brand Pepsi’s campaigns, celebrating the innate self-belief of the Indian consumer today. In 2020, we look forward to building the brand’s Har Ghoont Mein Swag proposition with Salman in 2020,” said Pepsi in a press release. Unlike Thumbs Up, Pepsi believes that its new 360-degree campaign will reflect the self-confidence in today’s youth. More importantly, Pepsi also brought Khan in at an interesting juncture. Dabbang 3, which is all set to release in December, is one of the most talked-about movies and has been trending on social media. And, as expected, Pepsi has tied up with the movie as well. The sneak preview shows Khan promoting Pepsi with his signature Dabangg moustache. In addition, the reality show Big Boss, which is currently streaming and hosted by Khan, is the top rated<a href="https://www.filmibeat.com/television/news/2019/trp-toppers-online-bigg-boss-13-retains-top-spot-yeh-rishtey-hain-pyaar-ke-witnesses-major-jump-292565.html"> show in the country</a>. Even though he only appears on the show once a week, the episode featuring him is the most-watched during the 7-day cycle. Maybe that is why Khan had remained a ‘bhai’ to his audiences in spite of his age.

Salman Khan regains his fizz with a Pepsi endorsement years after Coke drops him

<ul><li>Pepsi has painted TikTok in Dabangg colors with #SwagStepChallenge.</li><li>It also features a video which has Pepsi®’s new brand ambassador, Salman Khan, encouraging his followers to take the challenge and don the ‘Dabangg Pepsi®’ shades. </li><li>The Challenge broke all records on the app and saw over 5.4 billion views and over 1,00,000 user generated videos over a four-day period.</li></ul>Pepsi® India has introduced a new spin on its <keyword id="8493583" type="UNKNOWN" weightage="20" keywordseo="swag-step-challenge">Swag Step Challenge</keyword>. The third phase of the brand’s unique Swag Step Challenge comes of the association with movie franchise Dabangg 3. The challenge is one of the first motion triggered challenge created by a brand on the TikTok platform in India. Users can make a Swag sign using their hands to trigger Pepsi branded sunglasses and nod to flip the glasses in the air. The challenge broke all records on the app and saw over 5.4 billion views and over 1,00,000 user generated videos over a four-day period. The Swag Step challenge became the fastest hashtag challenge using a branded effect to reach 1,00,000 video creation globally. It also features a video which has Pepsi®’s new brand ambassador, Salman Khan, encouraging his followers to take the challenge and don the ‘Dabangg Pepsi®’ shades. A PepsiCo India Spokesperson said, “We are very excited with the response to the Swag Step Challenge. The immense love shown by consumers has helped the Challenge set new benchmarks on the app and break the World record on consumer engagement. The Dabangg edition of the Swag Step challenge received over 1,00,000 video uploads, while the Swag Step Challenge series started earlier this year has around 30 billion views overall. We look forward to delighting consumers with new and exciting content on the app in the coming year.” Sachin Sharma, Director of Sales and Partnerships at TikTok said, “TikTok successfully allows brands to engage with audiences in an entertaining format. Multiple brands repeated collaboration with us is a testament of the power of short format videos. PepsiCo is our esteemed partner and one of the first few organizations who leveraged our advertising solutions. We began our association with the Swag Step series on Pepsi that has been one of our most successful campaigns in India. The current Dabangg Challenge with our cutting-edge motion triggered brand effects technology has broken records and is topping the popularity charts on our platform. Our association with Pepsi has been very rewarding and we look forward to collaborating with them in the future as well.” Currently, the cumulative number of views generated across the #SwagStepChallenge series stands at around 30 billion.

Pepsi associates with Dabangg 3, launches the third phase of its Swag Step Challenge on TikTok

<ul><li><keyword id="94964" type="ENTERTAINMENT" weightage="20" keywordseo="Dabangg">Dabangg</keyword> 3 featuring <keyword id="6354583" type="PERSON" weightage="20" keywordseo="salman-khan">Salman Khan</keyword> and Sonakshi Sinha, earned ₹73 crore on its first weekend after release. </li><li>Film analyst believe the movie could have earned ₹85 crore if not for the CAA protests. </li><li>Moreover, the film — that gives a sneak peak of about Chulbul’s secret — hasn’t received good reviews. </li></ul><keyword id="143" type="CITY" weightage="20" keywordseo="Bollywood">Bollywood</keyword> superstar Salman Khan is known to pick and choose the timing of his movie releases and this time around, he might have gotten it wrong. While his much-awaited Dabangg 3 earned ₹73 crore on its first weekend, it could have been better. Film analysts believe that the movie could have earned ₹85 crore had it been a normal weekend <a href="https://www.businessinsider.in/india/news/caa-protests-traffic-snarls-in-national-capital-delhi-gurgaon-border-chokes-with-vehicles/articleshow/72882208.cms">without the CAA protests. </a> “There has probably been some stabilization of the law and order issues as some places have grown more than others as they managed more screenings but still the film would have lost a reasonable amount of business. The Delhi / UP circuit is still heavily affected,” repored Boxoffice India. The recently passed Citizenship Amendment Act (CAA) triggered protests, leading to clashes between police and protestors. In most cases, it lead to imposition of Section 144, internet and metro shutdowns and massive traffic jams. 
	
	
	
	
	<div type="twitter" handle="taran_adarsh" handlename="taran adarsh" image="http://pbs.twimg.com/profile_images/1440352704/profile_pic_taran_normal.jpg" favoritecount="10190" retweetcount="1244" status="#Dabangg3 stays in the same range on Day 2... Few circuits up, few down... Protests hit biz hard... Loses approx ₹… https://t.co/964eUYTeHt" createdat="1577004310000" id="1208669796629221376"></div>











 Yet, the movie itself is raking in the moolah. It registered the fourth best weekend ever in 2019 after War, Bharat and <keyword id="4397147" type="PERSON" weightage="20" keywordseo="Saaho">Saaho</keyword> (Hindi). On the third day of release, its collections grew by 30% growth registering ₹29 crore in net earnings. It collected ₹24.5 crore on the first day of its release and ₹22 crore on the second day. The Christmas holidays on the horizon may bring a lot more people into the theatres. The film is released in Hindi, Tamil, Telugu and Kannada. The Prabhudeva directorial also stars Sonakshi Sinha and Mahesh Manjrekar's daughter Saiee Manjrekar also makes her debut in it . The film also features Kannada superstar Kichcha Sudeep in as the villain. Good profits, bad story This is the third installment of the much loved character Chulbul Pandey, a role that catapulted him to a star reviving his then flailing career in 2010. The movie takes viewers back to reveal a secret making it a prequel of sorts. However, the Khan magic might have faded this time, as critics remained unimpressed. They labelled it a “disaster”. “Watching Dabangg 3 it’s clear that the law of diminishing returns has caught up with this franchise. There is just no polite way to say this – the new film is an excruciating, exhausting bore,” <a href="https://www.news18.com/news/movies/dabangg-3-movie-review-salman-khan-film-is-an-excruciating-exhausting-bore-2431593.html">wrote </a>film critic Rajeev Masand. See also: <a href="https://www.businessinsider.in/advertising/brands/news/pepsi-gets-a-54-year-old-star-salman-khan-to-target-millennials/articleshow/72453762.cms">Pepsi gets a 54-year-old star, Salman Khan to target millennials</a> <a href="https://www.businessinsider.in/tech/news/caa-internet-shutdowns-make-india-example-for-china/articleshow/72931761.cms">Indian government shut off the Internet over a 100 times in 2019 — and China is lovin' it</a>

Dabangg 3 lost 15% of its weekend business due to CAA protests — but that’s not the only reason

<ul><li><keyword id="8079716" type="UNKNOWN" weightage="20" keywordseo="Good-Newwz">Good Newwz</keyword> saw a 20% increase in its collections as it earned ₹25-26 crore. </li><li>There is a neck to neck fight between <keyword id="6354583" type="PERSON" weightage="20" keywordseo="salman-khan">Salman Khan</keyword>’s <keyword id="94964" type="ENTERTAINMENT" weightage="20" keywordseo="Dabangg">Dabangg</keyword> 3 and Good Newwz. Dabangg 3, which was released a week ago. </li><li>However, experts believe that the Salman Khan film is likely to lose business to Good Newwz. </li></ul>This Christmas brought good tidings for Akshay Kumar and <keyword id="2165" type="PERSON" weightage="20" keywordseo="Kareena-Kapoor">Kareena Kapoor</keyword>’s Good Newwz. The comedy film saw a 20% increase in its collections and earned ₹25-26 crore this Sunday. As of now, Good Newwz earned ₹65 crore — making it the second highest weekend grosser of Akshay Kumar this year after Mission Mangal. It also includes ₹16.43 crore it made from international markets. The movie tells the story of two couples and their pregnancies is an urban setting -- promising good laughs -- synced well with the holidaying audiences. 
	<div type="twitter" handle="taran_adarsh" handlename="taran adarsh" image="http://pbs.twimg.com/profile_images/1440352704/profile_pic_taran_normal.jpg" favoritecount="11660" retweetcount="2400" status="BIGGG NEWS... First look of #Thalapathy64 - starring #Vijay and #VijaySethupathi - will be unveiled on 31 Dec 2019… https://t.co/BLR5nPfaZk" createdat="1577551333000" id="1210964177826672641"></div>



 Not-so-Dabangg earnings However, people lining up to watch this comedy is cutting into Salman Khan starrer Dabangg 3’s business. The movie which was released a week ago, grossed ₹126.65 crore as of now. It had collected ₹7 crore more on its first day than Good Newwz but might struggle to retain audience amidst competition. However, as of now Good Newwz’s total collection is half the business of the Khan movie. “The trend over the weekend is strong and the film (Good Newwz) should be able to hold up well on Monday and then take benefit of the holiday factor on Tuesday and Wednesday,” reported Box office India. Police, protests and Salman Khan Though Akshay and Salman starrers did not release on the same day, second week collection is key to Dabangg’s success. Its first week earnings were marred by anti CAA protests across the country - replete with section 144, bundhs and internet shutdowns. Dabangg3 which earned ₹73 crore on its first weekend, could have earned ₹85 crore if not for the protests, <a href="https://www.boxofficeindia.com/report-details.php?articleid=5755">experts believe</a>. The anger against police cracking down on university students also did not bring footfalls to watch the cop caper. The third installment of the movie which tells the backstory of Chulbul Pandey, also suffered from a weak script. As critics<a href="https://www.businessinsider.in/entertainment/news/dabangg-3-lost-15-of-its-weekend-business-due-to-caa-protests-but-thats-not-the-only-reason/articleshow/72933171.cms"> labelled it a “disaster”</a>, its second week collections remained dormant. Salman Khan movies are known to collect over ₹150 crore as his last movie Bharat earned a record breaking ₹325 crore to become the <a href="https://www.boxofficeindia.com/report-details.php?articleid=5755">second best opener of 2019.</a> But, many issues including competition and the citizenship bill has dragged it down — erasing the possibility of a Dabangg4. See also: <a href="https://www.businessinsider.in/entertainment/news/dabangg-3-lost-15-of-its-weekend-business-due-to-caa-protests-but-thats-not-the-only-reason/articleshow/72933171.cms">Dabangg 3 lost 15% of its weekend business due to CAA protests — but that’s not the only reason</a>

More bad newzz for Salman Khan as Akshay’s movie cuts into his Dabangg earnings

<ul><li><keyword id="6354583" type="PERSON" weightage="20" keywordseo="salman-khan">Salman Khan</keyword>'s much-awaited "Dabangg 3" will be released in four languages -- Hindi, Kannada, Tamil, and Telugu, on December 20 across the country. </li><li>In the past decade or so, Salman has mega-hits like "Ek Tha Tiger" and its sequel "Tiger Zinda Hai", then "Dabangg" and "Dabangg 2" </li></ul>Salman Khan's much-awaited third installment of the hit series Dabangg will release by the end of the year. 
	<div type="twitter" handle="BeingSalmanKhan" handlename="Salman Khan" image="http://pbs.twimg.com/profile_images/838562307/IMG00882-20100416-0034_normal.jpg" favoritecount="30748" retweetcount="3725" status="Chulbul Pandey coming to you on 20th Dec in hindi, kannada, tamil and telugu! #Dabangg3 @arbaazSkhan @sonakshisinha… https://t.co/A6oC5quA8w" createdat="1566365550000" id="1164047602754580480"></div>



 Salman on Wednesday morning took to <keyword id="819905" type="COMPANY" weightage="20" keywordseo="Instagram">Instagram</keyword> to share a picture with his Dabangg 3 director Prabhudeva. "Chulbul Pandey is coming to you on December 20 in Hindi, Kannada, Tamil, and Telugu," the 53-year-old superstar tweeted, announcing Dabangg 2. Khan and Prabhudheva reunited for this project after Wanted in 2009. Dabangg 3 will launch a fresh face - Saiee -- the daughter of actor-filmmaker Mahesh Manjrekar. The budding actress will play the love interest of superstar Salman Khan's character, Chulbul Pandey. In the last ten years, Khan has many superhits tucked under his belt like Ek Tha Tiger, and its sequel Tiger Zinda Hai, Dabangg series, besides Sultan and Bajrangi Bhaijaan. Both Dabangg and Dabangg 2 have earned as much as ₹100 crores. The first movie of the series Dabangg was the highest opener of all time in the country with a collection of ₹145 million, and it collected a total of ₹2.19 billion. Dabangg 2 was able to gross ₹127 crore within ten days of its release. 
	<div type="twitter" handle="taran_adarsh" handlename="taran adarsh" image="http://pbs.twimg.com/profile_images/1440352704/profile_pic_taran_normal.jpg" favoritecount="25" retweetcount="142" status="#Dabangg2 [till Sunday; 10 days] 127.78 cr, Mon 4.5 cr, Tue 7.25 cr to 7.5 cr. Total: Rs 139.5 cr + nett." createdat="1357118595000" id="286402263596036097"></div>

Chulbul Pandey is coming to you on December 20, says Bollywood actor Salman Khan

<ul><li>A 360-degree campaign will be launched in 2020 to ‘reflect the self-confidence of today's youth’.</li><li>Pepsi will be launching its association with Salman Khan by tying up with Dabangg 3.</li><li>According to industry sources, the deal was finalised at Rs 15 crore. </li></ul>From Disha Patani to Tiger Shroff, Pepsico has consistently partnered with artists and new age icons over the years. However, this time, the cola brand has on-boarded Salman Khan – a 54-year-old star – who is the most expensive brand endorser after Virat Kohli. According to industry sources, the deal was finalised at Rs 15 Crore. In 2019, Pepsi’s core target audience has been the Indian youth. It was one of the first few brands to experiment with TikTok for its campaign ‘Har ghoonth main swag'. During the IPL season, Pepsi became the first brand in India to appoint an 87-year-old Charulata Patel, who has a viral internet star, as its brand ambassador. Through its campaigns, the brand has proven that age is just a number. According to Pepsi, this time too, a 360-degree campaign will be launched in 2020 to ‘reflect the self-confidence of today's youth in a manner that is as effortlessly cool as Salman.’ “We are excited to announce Pepsi’s collaboration with Bollywood superstar Salman Khan. Over the last year, SWAG has been the underlying message throughout Brand Pepsi’s campaigns, celebrating the innate self-belief of the Indian consumer today. In 2020, we look forward to building the brand’s Har Ghoont Mein Swag proposition with Salman in 2020,” said a Pepsico spokesperson. Khan will be next seen in the Dabangg franchise. Pepsi will be launching its association with Salman by tying up with Dabangg 3. This campaign will give consumers a sneak peek into what the Pepsi 2020 campaign will look like.

Pepsi gets a 54-year-old star, Salman Khan to target millennials

<ul><li>2019 is coming to an end and here are the top shows you can watch as you wind up the year. </li><li>The much awaited <keyword id="8492959" type="UNKNOWN" weightage="20" keywordseo="you-season-2">You Season 2</keyword> is out on <keyword id="128682" type="COMPANY" weightage="20" keywordseo="Netflix">Netflix</keyword>. </li><li>If you haven’t yet watched <keyword id="4936061" type="PERSON" weightage="20" keywordseo="fleabag">Fleabag</keyword> season 2, make it your priority now!</li></ul>It’s that time of the year when most people take time off to reflect and relax. We, at Business Insider, have curated the best set of shows and movies across OTT platforms to binge-watch with a hot cup of cocoa. Here are the top shows and movies across all streaming platforms: <div type="Slideshow" msid="72989638" hostid="261" title="Top shows on Netflix, Hotstar and more to end the year with" firstImageMsid="72989639" slideCount="5"></div>

 See Also: <a href="https://www.businessinsider.in/entertainment/news/dabangg-3-lost-15-of-its-weekend-business-due-to-caa-protests-but-thats-not-the-only-reason/articleshow/72933171.cms">Dabangg 3 lost 15% of its weekend business due to CAA protests — but that’s not the only reason</a>

Top shows on Netflix, Hotstar and more to end the year with

<ul><li>Deepika Padukone became one of the select few - and probably the only A-list star - to have reacted to the JNU mob violence. </li><li>She met the JNUSU president and left without speaking a word. </li><li>A few marketing experts believe that she is playing the ‘promotion’ card. </li></ul>Deepika Padukone has often been criticised for her ‘safe’ fashion sense. What she may lack in sartorial experimentation, she might make up for with her actions. She became one of the select few - and probably the only A-list star - to have reacted to the Jawaharlal Nehru University (JNU) mob violence. She met the JNUSU president and left without saying a word. Nonetheless, it spoke volumes on how few entertainment industry leaders have <a href="https://www.ndtv.com/india-news/deepika-padukone-on-protests-across-india-proud-we-arent-scared-2160356">shared their views on controversial subjects during sensitive political crises. </a>Even the reigning trio - Shah Rukh Khan, Salman Khan and the usually outspoken Aamir Khan too stayed away from commenting on it. “It is a bold move as when stars step out and speak on political, religious and economic issues, they are targeted,” Harish Bijoor, a marketing consultant and branding expert told Business Insider. For the last few weeks, Padukone has been wearing the mask of an acid attack victim and walking around the streets of Mumbai in a unique promotional campaign. However, her solidarity to JNU has unmasked many top actors who had refused to take a stand on burning issues like the controversial Citizenship Amendment Act (CAA) — the bone of contention which led to the attack on the university. Ajay Devgn, a leading actor in the Bollywood industry himself, had candidly accepted his inability to speak on the issue. “If we (himself and co-actor Saif Ali Khan) say something, it will offend someone and my film <keyword id="7162500" type="UNKNOWN" weightage="20" keywordseo="tanhaji">Tanhaji</keyword> will be banned. Who will suffer? The producer, that’s me,” he told the Quint <a href="https://www.thequint.com/videos/ajay-devgn-on-citizenship-amendment-act-nrc-npr-protests">in an interview</a>. From protests to theatres However, Ajay’s problems might be different from that of Deepika. In his movie, he plays the army general of Hindu rulers — the Marathas — so it can be defined as a patriotic movie. But Deepika’s movie Chappak which is to be released on January 10 — based on the real-life story of an acid attack victim — is expected to draw young, urban audiences. And, most college-going students are busy protesting - and a few naysayers would indicate that she is trying her best to bring protesting audiences to theaters. Anti-CAA protests <a href="https://www.businessinsider.in/entertainment/news/dabangg-3-lost-15-of-its-weekend-business-due-to-caa-protests-but-thats-not-the-only-reason/articleshow/72933171.cms">already ate into the business of another possible top grosser,</a> Dabangg3. Her last release — Padmaavat — gained from <a href="https://www.exchange4media.com/marketing-news/do-controversies-around-movies-impact-revenues-100690.html">the excessive negative</a> publicity it received. It also helps that Deepika plays the role of a girl seeking social justice. However, few marketing experts believe that she is playing the ‘promotion’ card. Some others say that she could be playing safe. “Nobody who has a film coming out is talking because this move can go either way, and lead to boycotting. But then again, Deepika never spoke during the violence at Jamia Milia,” opined a top branding expert who refused to be identified. All publicity need not be good publicity Bijoor said Deepika’s persona does not make him believe that it’s a publicity stunt. “I do not think it’s a marketing gimmick. If it is, then it’s a bad one and won’t work because people will see through it,” he said. There is some backlash from Twitter already. <div type="twitter" handle="TajinderBagga" handlename="Tajinder Pal Singh Bagga" image="http://pbs.twimg.com/profile_images/1210169713617096704/IYLeHKV3_normal.jpg" favoritecount="11060" retweetcount="5845" status="PR agency saying @deepikapadukone was in JNU for FILM Promotion but in actual She was part of Protest where Tukde-T… https://t.co/Lnx1ClxLvq" createdat="1578431758000" id="1214656950173982720"></div>

 However, this is not the first time that Deepika has made bold moves uncharacteristic to Bollywood stars. She openly spoke about her struggles with clinical depression. In addition, she took a very powerful media house when it tweeted a picture of her cleavage in a bad light. <div type="twitter" handle="deepikapadukone" handlename="Deepika Padukone" image="http://pbs.twimg.com/profile_images/1207176068227948544/uhVZMLvd_normal.jpg" favoritecount="5852" retweetcount="6223" status="Supposedly India's 'LEADING' newspaper and this is 'NEWS'!!?? http://t.co/D3wiVVXuyM" createdat="1410683577000" id="511070081946644480"></div>

 The old saying goes — all publicity is good publicity. However, this might not be true anymore in a country simmering with political, religious and ideological differences. Since there are enough supporters on either side of the spectrum, Padukone might gain as many fans as she lost. Whether her movie will gain from it not — only time will tell. SEE ALSO <a href="https://www.businessinsider.in/entertainment/news/dabangg-3-lost-15-of-its-weekend-business-due-to-caa-protests-but-thats-not-the-only-reason/articleshow/72933171.cms">Dabangg 3 lost 15% of its weekend business due to CAA protests — but that’s not the only reason</a> <a href="https://www.businessinsider.in/thelife/news/kiara-advani-wears-pradas-famous-sneaker-heels-and-it-becomes-the-fashion-blunder-of-the-year/articleshow/72897580.cms">Kiara Advani wears Prada's famous 'sneaker heels' and it becomes the fashion blunder of the year</a>

Deepika Padukone and Ajay Devgn both have movies releasing this week - only one of them is a real hero

Mumbai, Apr 9 () The release of "Radhe: Your Most Wanted Bhai", featuring Bollywood superstar Salman Khan, is most likely to be delayed due to the coronavirus pandemic.The film, which reunites Salman with his "Bharat" co-star Disha Patani, was scheduled to hit the screens on May 22.This will be for the first time in over a decade that ardent Salman fans will not see a release on Eid, a festival date which has been synonymous with the actor.Salman started shooting for "Radhe..." last November. However, due to the shutdown on all television and film production work due to the outbreak, the last leg of filming is yet to be complete."'Radhe' will be pushed ahead for sure. We have got two songs to shoot, there is some patch work left of about five days or so, we also have editing that is left. We don't know when the situation will be normal and when we can shoot and finish our pending work," a source close to the production told . Most of Salman's Eid releases have turned out to be blockbusters such as "Wanted" (2009), "Dabangg" (2010), "Bodyguard" (2011), "Ek Tha Tiger" (2012), "Kick" (2014), "Bajrangi Bhaijaan" (2015), "Sultan" (2016) and "Bharat" (2019), barring "Tubelight" (2017) and "Race 3" (2018).The insider further said as people might be sceptical about watching a movie in a theatre due to the COVID-19 scare, it would be unfair to release a film in such times."We are in the same boat as other big films that were scheduled to release. We are going into May soon, the film was to release on Eid, which is May 22. It is not that the virus will be eradicated completely within a few days or months. Who will want to go to theatres during such times?"The fear of not venturing out of homes and going to theatres to enjoy a film is a lot more and we all will have to deal with it and overcome it," the source added."Radhe..." is directed by Prabhudheva and the film is the third collaboration between Salman and the director after "Wanted" and last year's "Dabangg 3".The action film also features Randeep Hooda and Jackie Shroff in key roles. It is produced by Sohail Khan and Reel Life Production Pvt Limited under the banner of Salman Khan Films.Besides "Radhe...", Salman was also set to present a film titled "Bulbul Marriage Hall" featuring Pulkit Samrat in the lead. The film was scheduled to go on floors from April 16, but the makers have decided to halt the production till further notice. KKP RDSRDS

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