<ul><li><keyword id="8930568" type="UNKNOWN" weightage="60" keywordseo="bollywood-star-kunal-kapoor">Bollywood star Kunal Kapoor</keyword> in the latest show “Spirit of Scotland” meets the whisky connoisseurs of the world.</li><li>He discovers the distilleries behind some of the world’s greatest brands –The Glenlivet, Aberlour, Ballantine, Chivas and The Royal Salute.</li><li>And better yet, gives us a glimpse into the royal magical world of Scotland.</li></ul> Imagine sitting in a castle nestled in the historic valleys of Scotland, sipping one of the finest whiskies of the world… Scotland has given the world one of the greatest gifts – finest whiskies bottled to pure perfection. And if you have ever hoped to make your way into Scotland, a sneak peek into the rich culture of the country and its fascinating history of whiskies can be seen in Bollywood star Kunal Kapoor’s latest show “Spirit of Scotland”. 
 
 
 
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 In a five-part series, Kapoor travels through the length and breadth of Scotland meeting whisky connoisseurs and discovering the distilleries behind some of the world’s greatest brands –The Glenlivet, Aberlour, Ballantine, Chivas and The Royal Salute. “Scotland has a certain charm which is too tough to escape. Be it the Scotch which rules the world, the scenic beauty, the unparalleled modern history or the architectural heritage — Scotland is simply breathtaking. In this series I have tried to bring to you the authentic Scotland experience and the charm of this beautiful country,” Kapoor said. 
	
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 The show is made by Wavemaker, a part of GroupM, which is making its digital debut with the travel series. And in the trailer, Kapoor says it right, “Travel will make the world smaller, but your life so much bigger.” The show will air on Times Now and ET Now, in addition to being hosted on Youtube on 14 March 2020. 
 
 
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 Here’s a look at what’s on store in the barrels of Scotland Ep 1: Revel in the moment Kapoor makes his way into the mystical Glamis Castle, stirring up conversations about food and history. He travels to the wilderness to see the Northern Lights and then walks into the ‘God of Glen’ – the Glenlivet Distillery. And as a treat, he brings insights from the master distiller himself – Alan Winchester. 
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 Ep 2: Savour the artisanal spirit Time for some food on the palate! Kapoor makes a stop at Glasgow for a bite of the utterly delicious Haggis. In the Aberlour countryside, where the outdoors is the outlander’s kitchen, he talks about the farm to table concept with a second gen chef Colin. After a scoop of whisky at the ice cream parlour, Kapoor then visits the Aberlour distillery Ep 3: A toast to the unswayed The third episode has in store a game of golf with the golfing champion Gemma Batty and what’s better that St Andrew’s – the world’s highest and oldest golf course. And if that was not enough, there’s always Ballantine’s. Kapoor also makes a stop at the 193-year old Glenburgie Distillery. 
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 Ep 4: A sip of luxury From a luxury hotel by tennis legend Andy Murray to the magic of cashmere with textile expert Lynne Coleman, the fourth episode is about all things luxury. And through the rising pagodas and secret springs, Kapoor sets on a journey to the home of world’s first luxury whisky – Chivas. Ep 5: Blend of new royalty How can there be a finish to a Scotland tour without a glimpse of its royalty? Kapoor sits down with Torquhil Campbell Duke of Argyll at his Inveraray Castle estate. But with a true taste of royalty, Kapoor visits the Strathisla distillery for of course a sip one of the most exquisite whiskies in the world that reeks of royalty – Royal Salute 21: Made for a Monarch

Kunal Kapoor in ‘Spirit of Scotland’ will take you on a magical journey into the land of castles and of course, scotch whisky

<img class="gwt-Image" src="/photo/48481034.cms" /> Indian independence was a result of a long struggle, in which thousands of people, majority of who remain unknown to date sacrificed their lives. The best way to pay homage to these people is to remember them in our daily lives, and watching <keyword id="143" type="CITY" weightage="100" keywordseo="Bollywood">Bollywood</keyword> movies based on the <keyword id="29120" type="ORGANIZATION" weightage="100" keywordseo="Indian-Independence-Movement">Indian independence movement</keyword> is surely a good way to keep the spirit of independence alive. 
 
This independence day, we tell you about some of the best movies based on the Indian Independence struggle that would make you salute the unsung heroes.

#Independence Day special: 7 Movies based on India’s independence movement

While several people are of the opinion that <keyword id="143" type="CITY" weightage="100" keywordseo="Bollywood">Bollywood</keyword>, in itself, is the greatest teacher that one can ever have, we couldn’t help but find some truth in this statement. After watching Drishyam, we can definitely say that even the nonexistent idea of a perfect crime can be well executed just by watching, and learning from, Bollywood. 
 
One very important concept that Bollywood has taught us all is freedom, and we are not only saying so because of the patriotic films made in Bollywood, because thanks to some movies, we now know that freedom doesn’t only mean living in a country which is not ruled by someone else. 
 
Here in, we tell you the names of some Bollywood movies that have redefined the concept of freedom and how.

#Independence Day Spl: 7 Bollywood movies that redefined the concept of freedom

<img class="gwt-Image" src="/photo/48435541.cms" /> 
 The Independence Week has started, and we are all pumped up to celebrate 68 years of our freedom and existence as the world’s largest democracy. And like every other celebration, how can this celebration be complete without music. Here we have compiled a list of few <keyword id="698891" type="UNKNOWN" weightage="100" keywordseo="Patriotic-songs">patriotic songs</keyword> that fill every Indian with a greater sense of patriotism, and give us goose bumps.

#Independence Day special: Top patriotic songs that would give you goose bumps this Independence Day

<img class="gwt-Image" src="/photo/36716958.cms" /> Once again, <keyword id="143" type="CITY" weightage="100" keywordseo="Bollywood">Bollywood</keyword> has gone into overdrive and a fivesome was released on Friday the 13th. The big release was <keyword id="184700" type="PERSON" weightage="100" keywordseo="Fugly">Fugly</keyword>, of course, a <keyword id="556777" type="UNKNOWN" weightage="100" keywordseo="comedy-drama">comedy drama</keyword> directed by <keyword id="29915" type="POSITION" weightage="100" keywordseo="actor-director">actor-director</keyword> <keyword id="121984" type="PERSON" weightage="100" keywordseo="Kabir-Sadanand">Kabir Sadanand</keyword> and co-produced by none other than Akki (<keyword id="2823" type="PERSON" weightage="100" keywordseo="Akshay-Kumar">Akshay Kumar</keyword>). However, this one has seen limited success at the <keyword id="827271" type="UNKNOWN" weightage="100" keywordseo="Domestic-Box-Office">domestic box office</keyword>. The other four flicks of the week include Md. Mohibul Haque-directed <keyword id="582722" type="UNKNOWN" weightage="100" keywordseo="action-thriller">action thriller</keyword> <keyword id="2343872" type="UNKNOWN" weightage="100" keywordseo="18-11-A-code-of-secrecy">18.11… A code of secrecy</keyword>; <keyword id="1403873" type="PERSON" weightage="100" keywordseo="Prakash-Saini">Prakash Saini</keyword>’s <keyword id="2249858" type="UNKNOWN" weightage="100" keywordseo="Chal-Bhaag">Chal Bhaag</keyword>, a crime comedy; <keyword id="934838" type="PERSON" weightage="100" keywordseo="Debaloy-Dey">Debaloy Dey</keyword>’s <keyword id="30679" type="UNKNOWN" weightage="100" keywordseo="horror-flick">horror flick</keyword> <keyword id="1092690" type="UNKNOWN" weightage="100" keywordseo="Machhli-Jal-Ki-Rani-Hai">Machhli Jal Ki Rani Hai</keyword> and finally, <keyword id="824801" type="ENTERTAINMENT" weightage="100" keywordseo="unforgettable">Unforgettable</keyword>, a romantic flick directed by <keyword id="1050162" type="PERSON" weightage="100" keywordseo="Arshad-Yusuf-Pathan">Arshad Yusuf Pathan</keyword>. Although the plots and the genres widely vary, there is one thing in common – all these four movies have turned out to be <keyword id="25892" type="ORGANIZATION" weightage="100" keywordseo="box-office">box office</keyword> disasters. 
 
Fugly hit 1,100-plus screens in India and managed to collect Rs 2.95 crore on the opening day in spite of mixed reviews. <keyword id="303" type="POSITION" weightage="100" keywordseo="Director">Director</keyword> Kabir Sadanand was happy, though. “Good 1st day for @FuglyTheFilm, domestic box office collection of 2.95 cr. So guys go out there and watch the film, fight against the Ugly,” Sadanand tweeted on Saturday. The movie netted around Rs 9.5 crore after the first three days (Rs 7.23 crore as per trade figure). Although it had a big release, the movie’s budget is quite low (around Rs 16 crore) and Fugly just might avoid ending up in the red. 
 
But even then, Sadanand’s third outing as a director takes him nowhere near his earlier release <keyword id="30111" type="ENTERTAINMENT" weightage="80" keywordseo="Tum-Milo-Toh-Sahi">Tum Milo Toh Sahi</keyword> (2010). Fugly is all about four close <keyword id="343" type="ENTERTAINMENT" weightage="80" keywordseo="Friends">friends</keyword> – <keyword id="330" type="PERSON" weightage="100" keywordseo="Dev">Dev</keyword> (<keyword id="1466941" type="PERSON" weightage="100" keywordseo="Mohit-Marwah">Mohit Marwah</keyword>), <keyword id="6815" type="PERSON" weightage="100" keywordseo="Devi">Devi</keyword> (<keyword id="1788525" type="UNKNOWN" weightage="100" keywordseo="Kiara-Advani">Kiara Advani</keyword>), <keyword id="1438" type="PERSON" weightage="100" keywordseo="Gaurav">Gaurav</keyword> (<keyword id="132330" type="PERSON" weightage="100" keywordseo="boxer-Vijender-Singh">boxer Vijender Singh</keyword>) and <keyword id="967" type="PERSON" weightage="100" keywordseo="Aditya">Aditya</keyword> (<keyword id="1664323" type="UNKNOWN" weightage="100" keywordseo="Arfi-Lamba">Arfi Lamba</keyword>) – living a fast-track life in and around <keyword id="66" type="COMPANY" weightage="100" keywordseo="Delhi">Delhi</keyword>. But when the corrupt cop <keyword id="2343896" type="UNKNOWN" weightage="100" keywordseo="R-S-Chautala">R.S. Chautala</keyword> (<keyword id="4666" type="PERSON" weightage="100" keywordseo="Jimmy-Shergill">Jimmy Shergill</keyword>) takes control of their life, the foursome gets entangled in social issues and tries to find solutions, Bollywood ishtyle. The outcome is a wobbly plot that fails to delve into the myriad layers of reality or string together a robust, coherent human drama. At the end, the movie with a mission and a message (it is bound to remind you of <keyword id="3735" type="ENTERTAINMENT" weightage="80" keywordseo="Rang-de-basanti">Rang de Basanti</keyword>) simply ends up in a meaningless mess. 
 
The other four flicks look like box office bombs although 18.11… A code of secrecy endeavours to decode terrorism. And this time, a <keyword id="49316" type="POSITION" weightage="100" keywordseo="Software-engineer">software engineer</keyword> (<keyword id="2343901" type="UNKNOWN" weightage="100" keywordseo="Rehal-Khan">Rehal Khan</keyword>) comes to the rescue with a hi-tech alert system and fights off all the baddies. The opening day collection of 18.11 stood at an approx. Rs 15 lakh, but the weekend numbers are not in yet. 
 
<img class="gwt-Image" src="/photo/36717000.cms" /> 
 
Prakash Saini’s Chal Bhaag tells the tale of three crooks – <keyword id="2333769" type="UNKNOWN" weightage="100" keywordseo="Munna-Supari">Munna Supari</keyword> (<keyword id="109372" type="PERSON" weightage="100" keywordseo="Deepak-Dobriyal">Deepak Dobriyal</keyword>), <keyword id="320578" type="PERSON" weightage="100" keywordseo="Daler-Singh">Daler Singh</keyword> (<keyword id="2249438" type="UNKNOWN" weightage="100" keywordseo="Varun-Mehra">Varun Mehra</keyword>) and <keyword id="6412911" type="ENTERTAINMENT" weightage="100" keywordseo="bunty">Bunty</keyword> (<keyword id="947916" type="UNKNOWN" weightage="100" keywordseo="Tarun-Bajaj">Tarun Bajaj</keyword>). A deadly game of hide and seek with the police begins after they are charged with a political murder and in the process, you get a chilling glimpse of fake encounters and other atrocities. But the movie fails to retain the momentum or the irreverent, light-hearted tone that would have made it a well-rounded <keyword id="530399" type="UNKNOWN" weightage="100" keywordseo="Black-Comedy">black comedy</keyword>. Official numbers are not in yet, but according to industry insiders, nett collection of the first three days has fallen well below Rs 1 crore. 
 
And the same holds true for the other two movies – Machhli Jal Ki Rani Hai and Unforgettable. Both are box office washouts although Machhli may hook the horror movie fans. As expected, the plot is a cliché where <keyword id="173" type="PERSON" weightage="100" keywordseo="Ayesha">Ayesha</keyword> and Uday (<keyword id="437076" type="PERSON" weightage="100" keywordseo="Swara-Bhaskar">Swara Bhaskar</keyword> and <keyword id="344170" type="PERSON" weightage="100" keywordseo="Bhanu-Uday">Bhanu Uday</keyword>), a happy couple, fall prey to <keyword id="589050" type="UNKNOWN" weightage="100" keywordseo="Paranormal-Activities">paranormal activities</keyword>. It has all the usual trappings to get you <keyword id="843642" type="UNKNOWN" weightage="100" keywordseo="spooked">spooked</keyword>, including an act of exorcism for a climax. On the other hand, Unforgettable features the eternal love triangle, with <keyword id="23365" type="PERSON" weightage="100" keywordseo="Iqbal-Khan">Iqbal Khan</keyword>, <keyword id="551555" type="PERSON" weightage="100" keywordseo="Alka-Verma">Alka Verma</keyword> and <keyword id="276456" type="PERSON" weightage="100" keywordseo="Hazel-Crowney">Hazel Crowney</keyword> in the lead roles. This is another <keyword id="2076872" type="UNKNOWN" weightage="100" keywordseo="Box-office-bomb">box office bomb</keyword> that could not garner more than Rs 20 lakh on Day I and then sank into oblivion. As it is a high-budget movie and shot at the UAE, it is quite likely that Unforgettable would not be able to cover the costs. 
 
Images: Indiatimes

Box Office: Fugly Is Messy In Spite Of Limited Success; For The Rest,
It’s A Flop Show

Oscar-winning music composer A. R. Rahman, who used the artificial intelligence for recreating the voices of late playback singers <keyword id="20378239" type="General" weightage="20" keywordseo="bamba-bakya" source="keywords">Bamba Bakya</keyword> and <keyword id="20378240" type="General" weightage="20" keywordseo="shahul-hameed" source="keywords">Shahul Hameed</keyword> for the song titled '<keyword id="20382211" type="General" weightage="20" keywordseo="thimiri-yezhuda" source="keywords">Thimiri Yezhuda</keyword>' from the Rajinikanth-starrer 'Lal Salaam' has issued a clarification with regards to the usage of the <keyword id="6355999" type="General" weightage="20" keywordseo="ai" source="Orion">AI</keyword> tool and the compensation to the singer's families. The 'Rang De Basanti' composer took to his X, erstwhile Twitter and penned a note for his followers who questioned the dependence on AI for recreation of the voices of the departed singers. He shared Sony Music South's post highlighting how an AI tool was used to recreate the late singers' voices. He wrote, "We took permission from their families and sent deserving remuneration for using their voice algorithms...technology is not a threat and a nuisance if we use it right." He also added the hashtags respect and nostalgia in the post. Bamba Bakya, who collaborated with Rahman on many songs, passed away in 2022 due to a cardiac arrest. Shahul Hameed died in a car crash in 1997, near Chennai. While many users on the Internet supported the use of AI, a section of users also called the gesture disrespectful as they felt that over-dependence on AI reduces opportunities for upcoming talents in the industry.

A. R. Rahman clarifies on using AI to recreate voices of late singers Bamba Bakya, Shahul Hameed

<keyword id="31278" type="General" weightage="20" keywordseo="Lata-Mangeshkar" source="Orion">Lata Mangeshkar</keyword>, India's most loved singer who had once moved Pandit Jawaharlal Nehru to tears, leaves behind a teary-eyed nation of admirers who grew up listening to her immutable voice give wings to the words of poets and the screen careers of legions of heroines. India's Melody Queen, who also composed music for Marathi films and was a producer as well, and had the distinction of being conferred with the highest civilian honours of India and France, passed away on Sunday morning at the Breach Candy Hospital in Mumbai, where she had been admitted because of Covid-related complications on January 11. Lata Didi, as she was known among her family and followers, was 92 and is survived by her siblings -- playback singer and composer Meena Khadilkar, popular singer and restaurateur Asha Bhosale, singer <keyword id="146736" type="General" weightage="20" keywordseo="Usha-Mangeshkar" source="Orion">Usha Mangeshkar</keyword>, and music director Hridayanath Mangeshkar. She never married, but was close to the late Raj Singh Dungarpur, the aristocratic former cricketer and President of the Board of Control for Cricket in India (BCCI) from 1996 to 1999. One of India's most loved voices, Lata Mangeshkar was the recipient of three National Film Awards, seven Filmfare awards, and of course, the Dadasaheb Phalke Award in 1989. She was conferred the Bharat Ratna in 2001, becoming the second singer after M.S. Subbulakshmi to be so honoured, and the French awarded her the Officer of the Legion of Honour. In 1974, Lata Mangeshkar became the first Indian to perform at the Royal Albert Hall, London. She had indeed come a long, long way since the time when the first song that she recorded for a film -- 'Kiti Hasaal' in 1942 -- was dropped in the final cut. Born in what was then the princely state of Indore on September 28, 1929, to the classical singer, Marathi theatre actor and writer of musical plays Deenanath Mangeshkar and his wife Shevanti (Shudhamati), Lata Mangeshkar was originally named Hema by her parents, but they later changed it to Lata after the character Latika from one of her father's musical plays. Lata Mangeshkar's association with the performing arts began when she was five and started appearing in her father's musical plays, and it continued even after her father's premature death in 1942, thanks to his good friend, the actor and director Master Vinayak (Vinayak Damodar Karnataki), who took the family under his wings. It was Master Vinayak who took Lata Mangeshkar to Mumbai, paved her way into the world of Marathi cinema, got her to take Hindustani classical music lessons from Ustad Aman Ali Khan of the Bhendi Bazaar Gharana, and introduced her to Vasant Desai, V. Shantaram's favourite music composer. But it was not until Master Vinayak's death in 1948 that the struggling singer-actor found the person whom she considered to be her "godfather" -- the music composer Ghulam Haider, who gave Lata Mangeshkar her first big break with the song 'Dil Mera Toda, Mujhe Kahin Ka Na Chhora' in the movie 'Majboor' (1948). It was her first big break. Haider took his protege to Shashadhar Mukherjee, the Filmistan boss now better known as Kajol and Rani Mukherjee's grandfather, for his film, 'Shaheed' (1948), but he turned her down because he found her voice to be "too thin". Lata Mangeshkar proved him oh-so wrong just a year later when her song 'Aayega Aanewaala', filmed on the gorgeous Madhubala in Kamal Amrohi's debut directorial, 'Mahal' (1949), became an ageless hit. And in one of life's delicious ironies, Mukherjee's grand-daughter lip-synced the 'Dilwale Dulhania Le Jayenge' song, 'Mere Khwabon Mein', which was sung by none other than Lata Mangeshkar, as well as the other numbers picturised on her and Shah Rukh Khan. Since 'Mahal', Lata Mangeshkar was courted by just about every music director of note -- from Anil Biswas to S.D. Burman (and his son Rahul Dev, whose first and last song she sang), Naushad (who had asked her to sing like the then reigning nightingale, Noorjehan), Madan Mohan, Shankar-Jaikishan, Laxmikant-Pyarelal (for whom she's said to have sung 700 songs in 35 years), and Kalyanji-Anandji. And she worked with every contemporary composer of note -- from Anand-Milind, sons of Chitragupt, with whom she had also worked, and Anu Malik, Sardar Malik's son, to Ilaiyaraaja and A.R. Rahman. It is said she worked with music directors from 13 states in her star-studded career. After Noorjehan moved to Pakistan, Lata Mangeshkar became the go-to playback singer for every film producer and music composer. She did not disappoint them. Lata Mangeshkar lent her voice to an endless succession of chart-topping numbers in Hindi cinema, from 'Allah Tero Naam' and 'Rangeela Re' to the 'Satyam Shivam Sundaram' title track, to 'Lukka Chuppi' in 'Rang De Basanti', apart from songs in Marathi (she also composed the music for several Marathi films in her 'Anandghan' avatar), Bengali, Tamil, Kannada, Malayalam, and Sinhala. In 1974, the Guinness Book of Records listed Lata Mangeshkar as the most recorded artiste in human history, stating that she had recorded "not less than 25,000 solo, duet and chorus-backed songs in 20 Indian languages" between 1948 and 1974. The claim was contested by her long-time rival, Mohammad Rafi, who claimed to have sung around 28,000 songs. After Rafi's death, the Guinness Book in its 1984 edition listed Lata Mangeshkar in its entry for 'Most Recordings', but it also recorded Rafi's claim. Later editions of the Guinness Book said Lata Mangeshkar had sung no less than 30,000 songs from 1948 to 1987. For 73 years, from 1943 to 2015, when she recorded her last song for a film (the Indo-Norwegian production, 'Dunno Y2...Life Is A Moment', which was all about gay love), Lata Mangeshkar commanded a fan following and an inimitable reputation with not many parallels in the Indian performing arts. The late Yash Chopra, who was one of Lata Mangeshkar's favourite directors, said in an article he had penned for BBC.com on the occasion of the singer's 75th birthday (not longer after she had sung the famous 'Veer Zaara' song, 'Tere Liye Hum Hain Jiye', with Roop Kumar Rathod): "I see God's blessing in her voice." We are blessed to have that voice live with us forever. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/ecommerce/news/aditya-birla-fashion-retail-d2c-unit-will-sell-ethnic-and-wedding-wear-from-top-designers/articleshow/89347587.cms">Birla has the best wedding suits stacked up and he wants them displayed on your phone</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/stock-market/news/textile-cigarette-metal-and-electric-batteries-sectors-stocks-up-budget-day/articleshow/89346157.cms">Textile, cigarette makers and others sector stocks that rallied since budget speech</a>

Lata Mangeshkar, the ageless voice of India, passes away at 92

<ul><li>Since memories can now be triggered at the tap of a screen, nostalgia is more accessible than ever before. A powerful emotion, it is a perennial marketing tool. </li><li>Harjiv Singh, Founder and CEO, Gutenberg traces how different kinds of brands have used ‘nostalgia’ over the years and writes how it would be interesting to see what becomes of this trend in the decade ahead as technology matures and a generation of digital natives approaches its prime spending years.</li></ul>‘Kitne aadmi the?’ Few who grew up to Hindi cinema in the 1970s could ever forget Gabbar Singh’s iconic dialogue in Sholay. In 2016, the creators of a popular advertisement for Google India counted on just that. The six-minute ad, released on YouTube and titled <a href="https://www.youtube.com/watch?v=eYqEpuifLI8">‘The Hero – A Bollywood Story’</a>, centres around an ageing cinema hall manager who almost bagged a role in the hit film as a young man before being forced to give up on his promising dream of becoming a Bollywood ‘Hero’. Four decades later, his son takes him to the place where the memorable line was shot and the two engage in a poignant re-enactment of the scene. What follows is a nostalgic homage to other films of the last five decades, including more recent ones like Dil Chahta Hai and Rang De Basanti. The ad’s popularity was inevitable. Since its release, it has garnered almost seven million views on YouTube. But Google has not been alone in riding the nostalgia wave over the past decade. More recently, 7UP and Onida have revived their <a href="https://www.livemint.com/Consumer/GdGbdM3lOKUN9JxkxX0T4K/Fido-Dido-the-curly-haired-cartoon-mascot-makes-a-comeback.html">Fido Dido</a> and Devil mascots respectively from the 1980s and 1990s. The Jawa motorcycle, popular in the 1960s and 1970s, is back on Indian roads today, while yesteryear music hits and Ameen Sayani’s Geetmala radio shows have made a comeback through <a href="https://www.thehindubusinessline.com/catalyst/the-retro-revolution/article26082532.ece">Saregama</a>’s Carvaan. Internationally, too, brands like Microsoft, Apple, Walmart, Bacardi, and others have capitalised on our collective longing for simpler times. Retro is clearly back in style. What makes nostalgia tick? In his 2010 book Thinking, Fast and Slow, Nobel-winning psychologist Daniel Kahneman observes how as human beings, we consciously define ourselves through stories, shaping them around significant events in our lives. This explains why familiar senses can inspire a longing for a past that almost always appears simpler and fonder with time. Nostalgia was long thought to be a mental defect. But <a href="https://www.nytimes.com/2013/07/09/science/what-is-nostalgia-good-for-quite-a-bit-research-shows.html?auth=login-google&amp;login=google">a growing body of research</a> has shown that it can actually counter negative emotions like boredom, loneliness, and anxiety while enriching our lives with meaning. This is precisely what makes nostalgia such an effective marketing tool. A 2014 study published by the <a href="https://academic.oup.com/jcr/article-abstract/41/3/713/2907535?redirectedFrom=fulltext">Journal of Consumer Research</a> showed that it even encouraged consumers to spend more. A keen understanding of the target audience and the cultural milieu of the past is fundamental to nostalgia marketing. Nostalgia, by definition, is contingent on maturity. Advertisers need a sizeable window of collective experience to tap into for their marketing to be effective. It makes little sense to use nostalgia to sell products or services to a 14-year-old. On the other hand, consumers in their prime spending years of 40 to 60 and older millennials (who acquired purchasing power more recently) provide a range of experiences for marketers. Much of recent nostalgia marketing has evidently attempted to appeal to both older and younger consumers. A part of the strategy behind Google’s 2016 ad was that it contained references to films from two Indias – an older socialist India and a modern post-liberalisation India, thus appealing to cohorts that grew up in both. Onida offers another telling example. In the 1980s, when television was establishing a nascent presence in Indian middle-class homes, the brand launched its iconic <a href="http://theprint.in/features/brandma/devils-in-the-detail-how-onida-tv-became-a-household-name-in-the-80s/203262/">Devil mascot</a>. The Devil remained Onida’s mascot for two decades before the company wrapped it up. When it was resurrected in 2018, it was clearly meant to evoke the memories of those who knew the brand three decades earlier. We have also seen marketing specifically targeted at older millennials, who also came of age at a relatively simpler and more stable time. In 2013, Microsoft released <a href="https://www.youtube.com/watch?v=qkM6RJf15cg">an advertisement</a> targeted at American millennials for Internet Explorer that drew heavily on the shared childhood experiences of the average American who grew up in the 1990s. Five years later, <a href="https://www.livemint.com/Consumer/fmwGzln1EFphMqUZfx8jrJ/Why-is-ParleG-talking-to-millennial-in-the-new-ad-campaign.html">Parle-G</a>, an 80-year-old brand consumed by children and grandparents alike, launched a campaign that drew on familiar memories that Indian millennials associate with the popular biscuits. Manufacturing nostalgia <a href="https://www.theatlantic.com/magazine/archive/2017/06/the-end-of-forgetting/524523/">In 1888</a>, Kodak released its first commercially successful camera, marking the beginning of mass-scale technologically aided nostalgia. Today, social media and smartphone technology provide the means to create and distribute content, and with it the ability to effectively manufacture nostalgia. It only takes a smartphone equipped with a good camera, the right editing app, and internet access to create and drive powerful content. Social media is replete with listicles curated to trigger nostalgia by evoking past pop culture fads. But consider how any content that sparked such a trend on Facebook, Twitter, or Instagram first began as a single post on one profile before going viral. Recent marketing has effectively capitalised on the nostalgia enabled by such platforms. <a href="https://blog.hubspot.com/marketing/examples-nostalgia-marketing-ads">In 2016</a>, the much-adored painter Bob Ross, best known for the 1980s US television series The Joy of Painting, experienced a resurgent popularity, two decades following his death, after the classic show was picked up by Netflix. He soon became a trending topic on Instagram and drew the attention of Adobe, which released a series of tutorial videos to promote their Adobe Photoshop Sketch that paid homage to the late artist. Modern technology has reduced the spontaneity that once characterised nostalgia. <a href="https://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/">There are currently</a> over four billion people with Internet access, more than five billion mobile phone owners, and above three billion social media users across the world. Ironically, rising technological adoption and disruption is inspiring and aiding a retreat towards simpler times. Since memories can now be triggered at the tap of a screen, nostalgia is more accessible than ever before. A powerful emotion, it is a perennial marketing tool. It would be interesting to see what becomes of this trend in the decade ahead as technology matures and a generation of digital natives approaches its prime spending years. - Harjiv Singh, Founder and CEO, Gutenberg

Nostalgia marketing: The future is here

<img class="gwt-Image" src="/photo/46610413.cms" /> <keyword id="6357912" type="PERSON" weightage="20" keywordseo="amitabh-bachchan">Amitabh Bachchan</keyword> recently welcomed <keyword id="6355923" type="PERSON" weightage="20" keywordseo="Aamir-Khan">Aamir Khan</keyword> to “Club 50” as Mr Perfectionist celebrated his 50th birthday this year. Though it’s tough to believe that our own college going DJ from Rang De Basanti is already 50! But when it comes to <keyword id="1718" type="UNKNOWN" weightage="20" keywordseo="Bollywood-stars">Bollywood stars</keyword>, age is just a number. Don’t believe us, let’s take a look at some of the other stars, who are all set to join the club but look way too young!

5 Bollywood stars who will soon enter the ‘hot 50 club’!

<img class="gwt-Image" src="/photo/50012896.cms" style="width: 800px; height: 600px;" /> 
 <keyword id="12864" type="COMPANY" weightage="80" keywordseo="Chennai">Chennai</keyword> is experiencing its heaviest rains in over 100 years which not only brought the city to a standstill but have also claimed more than 200 lives. 
 
Waterlogged streets, shut power grids, a submerged airport, flooded houses, no transport, food or electricity have become a way of life for the people residing in Chennai, some of whom have also faced the fury of these unprecedented rains when they were left stranded sans transport or any help. 
 
Even as the MeT department predicted that the incessant rains are to last for four more days, the residents of the city are of the belief that Chennai will pull through as it always had. 
 
None of this however was enough for the national media to consider the floods as an important topic to be highlighted in its various mediums- be it newspapers or TV channels. Chennai barely found a mention in either of these places and the people of the city were ultimately left to fend for themselves. 
 
Chennai’s iconic newspaper The Hindu also became a victim to the vagaries of the rains when the paper was not printed for the first time in 137 years. 
 
According to the publisher, N. Murali, the employees were unable to make it to the printing press which is located 30 kms away from the city. 
At such a time of crisis, social media turned out to be the biggest saviours, which people from all over the country and the city co-operating to help out each other in whatever way they could. 
 
Actor Siddharth, best known for his role in Rang De Basanti have been one of the few people who were very active on Twitter highlighting helpline numbers, the grim situation due to the rains and arranging for food and rescue. 
 
Superstar Rajnikanth and his son-in law Dhanush weren’t far behind, either donating Rs 10 lakh and Rs 5 lakh respectively towards the Chief Minister’s Public Relief Fund. 
 
Have a look at what the people of Chennai are facing.

#ChennaiFloods: These pictures show you the grim
situation that people in Chennai are facing right now

<img class="gwt-Image" src="/photo/49673935.cms" /> 
Few days back, we told you how the title track of <a href="http://www.businessinsider.in/topic/Prem-Ratan-Dhan-Payo">Prem Ratan Dhan Payo</a> is grabbing the eyeballs of <keyword id="143" type="CITY" weightage="100" keywordseo="Bollywood">Bollywood</keyword> celebrities, who can’t help but make <a href="http://www.businessinsider.in/The-best-of-Prem-Ratan-Dhan-Payo-dubsmashes-from-Bollywood/articleshow/49646716.cms">Dubsmash videos</a> dancing to its tunes. 
 
However, the latest Dubsmash to have come out on social media is hands down the best one in the list, and we have all the reasons to say so. 
In the latest video shared by <a href="http://www.businessinsider.in/topic/Salman-Khan">Salman Khan</a>, the lead actor of <keyword id="2133234" type="UNKNOWN" weightage="100" keywordseo="Prem-Ratan-Dhan-Payo">Prem Ratan Dhan Payo</keyword>, we see yesteryear actresses Helen and Waheeda Rehman, the most beautiful actresses to bless Indian cinema, showing off their dancing skills. 
 
Helen, who also happens to be the stepmother of Salman Khan, has worked as a dancer in several Bollywood movies, appearing in hit songs like Mera Naam Chin Chin Chu (Howrah Bridge, 1958), O Haseena Zulfowali (Teesri Manzil, 1966), Aa Jaane Jaan (Intaquam, 1969), Piya Tu Ab To Aaja (Caravan, 1971), and Yeh Mera Dil Pyar Ka Deewana (Don, 1978). 
 
Waheeda Rehman, on the other hand, established herself as a leading actress in 1950s and 1960s, the golden age of Indian cinema. She was seen in popular movies like Pyaasa (1957), Kaagaz Ke Phool (1959), Sahib Bibi Aur Ghulam, Chaudhvin Ka Chand (1961), Guide (1965), Teesri Kasam, (1966), Neel Kamal and Khamoshi (1969), and Reshma Aur Shera (1971). Later in her career, she started doing supportive roles and appeared in Chandni, Lamhe, Om Jai Jagdish, Rang De Basanti, and Delhi 6. She is also a trained Bharatnatyam dancer. 
 
Here is the video, and we rightly believe that present generation of actresses can learn a thing or two from these veteran gems of Indian cinema. 
 
<blockquote class="twitter-tweet" lang="en">
	
		Prem Ratan Dhan Payo performed by the 2 most beautiful women <a href="https://t.co/PvyufQ0Vhu">pic.twitter.com/PvyufQ0Vhu</a>
	— Salman Khan (@BeingSalmanKhan) <a href="https://twitter.com/BeingSalmanKhan/status/662140159450722305">November 5, 2015</a></blockquote>
<script async="" src="//platform.twitter.com/widgets.js" charset="utf-8"></script> 
Courtesy: <a href="https://twitter.com/BeingSalmanKhan/status/662140159450722305?ref_src=twsrc%5Etfw">Salman Khan Twitter</a>

This is the best Prem Ratan Dhan Payo Dubsmash there ever will be

<img class="gwt-Image" src="/photo/47555473.cms" /> 
 
A few months ago, we told you that <a href="http://www.businessinsider.in/Kunal-Kapoor-Marries-Naina-Bachchan-Here-Are-Some-Other-Celebrities-Who-Whispered-their-I-Dos/articleshow/46198356.cms">Kunal Kapoor married Amitabh Bachchan’s niece Naina</a> in a secret ceremony. However, just a few months into the marriage and the Rang De Basanti actor has developed a crush on someone from the industry. Not only that, Kapoor has even announced it on the social networking site Twitter. 
 And the celebrity is none other than the favourite Baba of the industry, <keyword id="106133" type="PERSON" weightage="100" keywordseo="Ranveer-Singh">Ranveer Singh</keyword>. 
 <keyword id="3706" type="PERSON" weightage="100" keywordseo="Kunal-Kapoor">Kunal Kapoor</keyword> tweeted his admiration for the <keyword id="804876" type="UNKNOWN" weightage="100" keywordseo="Dil-Dhadakne-Do">Dil Dhadakne Do</keyword> actor after watching the latest release. 
 
Here is how he publicly admitted his crush. 
<blockquote class="twitter-tweet" lang="en">
	
		And forget the girls, I think I have a lil crush on <a href="https://twitter.com/RanveerOfficial">@RanveerOfficial</a> after DDD!
	— kunal kapoor (@kapoorkkunal) <a href="https://twitter.com/kapoorkkunal/status/606317780112048128">June 4, 2015</a></blockquote>
<script async="" src="//platform.twitter.com/widgets.js" charset="utf-8"></script> Ranveer too announced his love for the fellow actor in the same manner. 
<blockquote class="twitter-tweet" data-conversation="none" lang="en">
	
		<a href="https://twitter.com/kapoorkkunal">@kapoorkkunal</a> hahaha! Love you Kunnu! :) &lt;3
	— Ranveer Singh (@RanveerOfficial) <a href="https://twitter.com/RanveerOfficial/status/606344831351332864">June 4, 2015</a></blockquote>
<script async="" src="//platform.twitter.com/widgets.js" charset="utf-8"></script>A few weeks back, Ranveer had also used Twitter to introduce his ‘bae’ to the world, and no, she is not Deepika Padukone, as opposed to what we were thinking. 
 Baba’s bae is none other than director <keyword id="36968" type="PERSON" weightage="100" keywordseo="Zoya-Akhtar">Zoya Akhtar</keyword>, who has directed him in Dil Dhadakne Do. 
 
Here are the tweets in which he introduced his bae to the world: 
<blockquote class="twitter-tweet" lang="en">
	
		Zo is Bae! &lt;3 <a href="https://twitter.com/hashtag/ZoyaAkhtar?src=hash">#ZoyaAkhtar</a> <a href="https://twitter.com/hashtag/DilDhadakneDo?src=hash">#DilDhadakneDo</a> <a href="http://t.co/MZOdyKwNhc">pic.twitter.com/MZOdyKwNhc</a>
	— Ranveer Singh (@RanveerOfficial) <a href="https://twitter.com/RanveerOfficial/status/590421875261485056">April 21, 2015</a> 
	 </blockquote>
<script async="" src="//platform.twitter.com/widgets.js" charset="utf-8"></script>
<blockquote class="twitter-tweet" lang="en">
	
		Bae &amp; i &lt;3 <a href="https://twitter.com/hashtag/ZoyaAkhtar?src=hash">#ZoyaAkhtar</a> <a href="https://twitter.com/hashtag/DilDhadakneDo?src=hash">#DilDhadakneDo</a> <a href="http://t.co/2FYPdHvVeE">pic.twitter.com/2FYPdHvVeE</a>
	— Ranveer Singh (@RanveerOfficial) <a href="https://twitter.com/RanveerOfficial/status/590422467002273794">April 21, 2015</a> 
	 </blockquote>
<script async="" src="//platform.twitter.com/widgets.js" charset="utf-8"></script>
<blockquote class="twitter-tweet" lang="en">
	
		Bae goals. <a href="https://twitter.com/hashtag/ZoyaAkhtar?src=hash">#ZoyaAkhtar</a> <a href="https://twitter.com/hashtag/DilDhadakneDo?src=hash">#DilDhadakneDo</a> <a href="http://t.co/IHyVVo6nDj">pic.twitter.com/IHyVVo6nDj</a>
	— Ranveer Singh (@RanveerOfficial) <a href="https://twitter.com/RanveerOfficial/status/590422547021176832">April 21, 2015</a></blockquote>
<script async="" src="//platform.twitter.com/widgets.js" charset="utf-8"></script> Cute, isn’t he? We can’t wait for IIFA 2015 to come on air, so that we can see his humour coming alive on stage, and that too with the man he shares the most amazing chemistry with. 
 
Also read: <a href="http://www.businessinsider.in/What-to-expect-from-Bollywoods-hot-n-happening-Babas-at-IIFA-this-year/articleshow/47501940.cms">What to expect from Bollywood’s hot n’ happening ‘Babas’ at IIFA this year?</a> 
 
Image courtesy: <a href="http://media.mensxp.com/media/photogallery/2013/Nov/81549_1383988988.jpg">MensXp</a>

Kunal Kapoor has developed a crush on other Bollywood Celeb. Know who

<img class="gwt-Image" src="/photo/53584622.cms" style="width: 800px; height: 600px;" />When I entered the <keyword id="60501" type="COMPANY" weightage="20" keywordseo="IIM-Bangalore">IIM Bangalore</keyword> campus yesterday, right from the entry gates to the registration desk, at every point my mind asked a question where I was supposed to go, there was either a smiling IIM-B staff to escort or signboards to direct me. 
 I was aware that it is one of the biggest <keyword id="3549661" type="UNKNOWN" weightage="20" keywordseo="Startup-summit">startup summit</keyword> taking place in the country which is why my Editor flew me down to cover it, but having visited a few events in my journalistic career, I was still expecting arrangements here to be shoddy considering it was a student-led summit. Blame this cynicism for some of my past no-so-good experiences. Once down here, however, I was in for a pleasant surprise. 
 
Walking down the lush green lanes at IIM to the Main Building where <a href="http://www.businessinsider.in/IIM-Bangalore-unveils-Eximius-with-some-of-the-biggest-names-from-the-startup-industry/articleshow/53571472.cms">'Eximius'</a> was underway, I already knew I was going to not just just a big, but also a well-managed event. Often, when going for such summits, one sails through a comfortable experience but fails to acknowledge the efforts that go behind putting the event together. And so, I decided to uncover ‘Behind the Scenes’ to understand what must have gone behind putting together Eximius – an event that has 150 college partners, over 100 plus corporate partners, 6 stalwarts as keynote speakers (including former Finance Minister <keyword id="43940" type="PERSON" weightage="20" keywordseo="P-Chidambaram">P Chidambaram</keyword>, Rang De Basanti fame Kunal Kapoor, Actor-Singer-Theatre Director Mr <keyword id="127525" type="PERSON" weightage="20" keywordseo="Piyush-Mishra">Piyush Mishra</keyword> among others). 
 
It’s no child’s play really to host 37 events featuring 150 startups in a mix of sessions - mentorship, on-the-spot events like quiz and simulation games, workshops and <a href="http://www.businessinsider.in/Bzzwings-The-Biggest-B-Plan-Competition-this-year-is-underway-at-IIM-B-and-the-Top-2-Startups-will-get-Funding-upto-Rs-40-lakh/articleshow/53581937.cms">B-plan contests </a>where over a whopping Rs 1 crore is up for grabs! Moreover, some of these sessions have had several rounds before Eximius started, and will have several others after this summit ends. It means continued and doubled efforts for the Organizing Team comprising 33 members - all first and second year Post Graduate Program students. The show they put up is for everyone to see and relish, but the journey to this was a rather difficult one. 
 
During my interaction with the organizers, I learnt that full-fledged work on planning the event began earlier this year, around the same time when several PGP students were underdoing rigorous internships. Kushal Singhal, the Sponsorship Head for Eximius, said, “We were working for the event despite putting 16 hours each day into our internships. We would just go to our rooms to get some sleep.” 
 
Nishank Bidamia, another core team member, said, “Event planning starts 5-6 month in advance and the idea is to conceptualize the event well. We have to make sure the problems statements are conducive enough for participants, the kind of crowd that we get are good for sponsors and several other such things. At the same time, we didn’t want to lose the entrepreneurship focus because our main intention all along was to keep Eximius more entrepreneurship-friendly this year.” 
 
However, real introspection on how to conduct Eximius 2016 had begun last August itself, when the 8th edition took place. 
 
Nishank explained how - "Last year, the first thing we did after Eximius got over was to review the event. We started telling ourselves where we had gone wrong. On the basis of this, we decided to improve on our mistakes in the next edition. So, we first went about solving these problems before planning anything new.” 
 
Once done, the team came up with some new sessions on social entrepreneurship, focusing on technology and digital marketing. Nishank took pride in adding that their hard work helped triple the prize money in competitions this year. No wonder, this team estimated the footfalls to be close to over 5,000 for just a two-day event. 
 
The Organizing team roped in two big incubators– NSRCEL which has a long term association as it works as IIM-B’s incubation cell, and Villgro which came onboard this year and claimed it was ready to provide incubation up to Rs 65 lakh if pitches by social entrepreneurs would compel them to. 
 “There are opportunities of up to Rs 1 crore for people to grab in our event. Besides that we also have IBM and <keyword id="1397792" type="UNKNOWN" weightage="20" keywordseo="Kalaari-Capital">Kalaari Capital</keyword> who will also be viewing entries. There again is a chance of getting VC funding here if startups impress them. We also started a monthly initiative called B-starters last year to promote entrepreneurship within the college. IvyCamp, a part of IvyVentures, was brought on-board so that people who want to be entrepreneurs in college and who aspire to be one in and around the college could get an opportunity to get access to mentors. We are carrying this association with them in Eximius where startups would get a chance to be mentored by the Ivy mentors,” said Nishank. 
 
The most startling fact is that they went contacting companies using social media. Kushal said, “We contacted companies through Linkedin. The IIM tag and the success of the previous Eximius editions helped us a lot in getting companies to sponsor the event.” 
 
Eximius has been growing by 15-20 per cent every year, and there was no reason for the organizing team who started looking for sponsorships in February this year, to believe that they would fail in their endeavour. But again, the journey was not a cakewalk and their sportsmanship reflects as they shared details with Business Insider. 
 
Kaushal Kishore, the Secretary of ENI club at IIM Bangalore, said, “For each sponsor we contacted, we had a list of at least 15-20 companies who rejected our proposal. Almost 35 companies rejected out proposal. Sponsorships side, we got rejections from on the event side as well. So, we must have contacted at least 100 or more personalities for speaker sessions. Some rejected the offer, some agreed but the time of the event did not suit them and so they turned the offer down, till ultimately when we zeroed in on the 10 eminent speakers that we have now.” 
 
Even as it was a nerve-wracking moment for these students, the best part is they all laughed about it while narrating their experience. Just three days before the D-Day as I got chatting with them, they were excited and nervous both. 
 
Kushal said – “We attend classes till 6 pm, then assemble for the event work. We stay up till 6 am in the morning. Even if we there’s time to sleep, we can’t.” 
 
But almost all of them pitched in to tell me what fun time they had attending classes, carrying out internships and doing submissions while working crazily for Eximius by staying up late, chatting and having meetings in the dead of the night alongside some music. 
 
Kaushal said, “A team of 33 have been handling this event and after passing out from college, we don’t think we will ever get a chance in life when such a dedicated team would ever come together again to drive an event or a project.” 
 
For someone who came here to cover the event, I see a larger thing that goes their credit - As innovative business models are being unearthed at the IIM-B campus throughout the day today, the team has been able to connect the student community and early-stage startups to the industry (mentors, investors and full-grown startups) inside their campus which can help ideas get transformed into empowered ventures. When we say India needs a startup ecosystem, this is what it means, except that it has to be done on a much larger scale, but with the same passion, dedication, willingness, commitment and goal. 
 
…..At least we know, India is going into the right hands. Kudos, TEAM EXIMIUS!

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