Dollar Industries Limited launches brand new TVC campaigns for

Dollar Industries Limited launches brand new TVC campaigns for the festive season

Dollar Industries Limited has always been the quintessence of peerless fashion in its segment. In its new avatar it has blazed a trail with a new campaign to promote its existing range of Dollar Bigboss and Dollar Missy. 

 

Post a meticulous brand architecture exercise led by LinConsult, the strategic consulting division of Mullen Lowe Lintas Group, the campaign developed by Lowe Lintas Kolkata reflects the brand’s alacrity to adapt to changing consumer trends and break existing stereotypes when it comes to fashion, both for men and women. The quirky and enigmatic campaign explores many aspects of self, audaciously embracing and proudly showcasing a collective individuality and shattering of the status quo. The campaign is a powerful celebration for those unconstrained by norms and definitions.

 

Vinod Kumar Gupta, Managing Director, Dollar Industries Limited, commented, “We have expanded the Bigboss portfolio to include not just innerwear but also athleisure, gym wear and casuals for men. With our decade long association with Akshay Kumar, our brand has witnessed a 3x times growth. Coming to Dollar Missy, for women, armed with an enviable range of womens wear, we felt it was time for us to break old-standing beliefs as well. Our festive collection consists of 102 colors to choose from. The leggings cater to various occasions and are a perfect fit for the women across various leagues of life.”

 

The Dollar Missy campaign film, featuring Bollywood star Chitrangada Singh contradicts the popular philosophy of women prolonging to dress up, the campaign showcases how Dollar Missy enables today’s Gen Y woman to get ready in a jiffy so that she may seamlessly juggle between her personal, official and social lives. Over the years Dollar Missy has been supporting women through their product, giving the feeling of total confidence and providing fit solutions for all shapes and sizes. 

 

The Dollar Bigboss commercial starring Akshay Kumar reveals the actor’s perfect clone effectively devised, failing in one final and most vital test. Unlike the Dollar Bigboss vest worn by Akshay, his clone’s vest gets easily ripped off portraying only the original brand can stand up to the test of advanced strength and durability. The brand focuses on delivering the very best in comfort by promising a great fit, premium fabrics and uncompromising quality.

 

Speaking on the idea behind the two campaigns, Janmenjoy Mohanty, Regional Creative Officer, Lowe Lintas said, “Fit Hai Boss as a tagline has always worked wonders for Dollar Bigboss and this time around we have used the phrase to develop a plot which is futuristic but at the same time it delivers a key message – Bigboss can’t be cloned. This imagery goes hand-in-hand with the newly created Dollar brand identity which speaks of the modern times, the science and innovation involved. Akshay is a brilliant actor who pulls off the film with flying colours. With regards to Missy, the concept was derived from the product itself. These easy-to-slip-on legwear are meant for a wide variety of occasions and uses and lends itself perfectly to the idea that today’s multi-tasking woman is game for #SpeedDressing.”

 

Both the commercials have been directed by the renowned Ad film maker, Shiven Surendranath. The campaign has been released on both electronic and online platforms. The advertising campaign will be featured and supported by digital, social media, high impact outdoor locations, print and TV. The new campaign marks the next chapter of the iconic Dollar story. The campaign portrays the authenticity and individuality that empowers the consumers focused on expressions of masculinity and femininity.

LAY’S AND SMILE FOUNDATION LAUNCHES

LAY’S AND SMILE FOUNDATION LAUNCHES ‘ARTWORK FOR HEARTWORK’ – ORIGINAL ARTWORK CONTRIBUTED BY ARTISTS AND BOLLYWOOD STARS

• Over 100 art pieces contributed by 100 artists and 10 celebrities to support the unsung heroes like Farmers, Truck drivers, Shopkeepers and many more
• Original artwork listed on www.artandfound.co. All sale proceeds will go to Smile Foundation to procure Hygiene Kits
• Renowned actors like Sonu Sood, Arshad Warsi, Chitrangada Singh, Karan Tacker, Manushi Chhillar, and many more contribute paintings to fundraise for the cause
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There has never been a more important time to give to the community than now. Artwork builds a bridge from creative visualization to encourage action for a cause.

As a part of the on-going #Heartwork initiative, Smile Foundation in partnership with LAY’S has launched a special exhibition ‘Artwork for Heartwork’. The initiative brings together India’s leading artists and celebrities to generate funds for procuring hygiene kits for the numerous unsung heroes like farmers, truck drivers, shopkeepers and many more such unsung heroes who have been working tirelessly during these challenging times. Through the initiative the artist community, which includes college students from National Institute of Fine Arts (NIFA), has come together to contribute towards these unsung heroes who have brought joy to the entire country. All the artwork will be showcased at one of India’s leading curated platform Art&Found (www.artandfound.co) and the sale proceeds from the exhibition will go to Smile Foundation to support the unsung heroes.

The initiative brings together art pieces of 100 local artists including painters, photographers and digital artists as well as close to 10 celebrities all of whom have made and donated original artwork for the “Artwork for Heartwork” cause. Some of the renowned artists include names like Shubhika from Papa Don’t Preach, Sabeena Karnik, Aniruddh Mehta, Hari & Deepti, Shiva Nallaperumal, among others. The initiative is also being supported by some of the popular Bollywood celebrities including Sonu Sood, Arshad Warsi, Chitrangada Singh, Karan Tacker, Manushi Chhillar, and Ishita Dutta, who have contributed sketches, acrylic work on canvas, charcoal work on paper and doodles to help raise funds for the initiative.

Sharing his thoughts on the initiative, popular actor Sonu Sood, said “The Artwork for Heartwork campaign by Smile Foundation and LAY’S is a great tribute to the unsung heroes of India. I am glad to be part of this initiative and showcase my gratitude by donating an acrylic painting as a tribute to their tireless efforts. Art as a medium has always inspired me to express more than words. I hope that all of us can come together and give these unsung heroes the care they deserve in every way possible.”

Expressing her thoughts on the association, Shubhika from Papa Don’t Preach said, “When art and heart comes together, they create a combination of big energy and delicate butterfly effect. Just like music can save the world, I believe art can have a similar impact. For this special initiative, I created a wall art in the shape of a bag with 3D embellishments and zari handwork. I hope this artwork celebrates the Heartwork and true dedication of our unsung heroes as each one of us holds the power to make a difference in someone’s life with a little art backed by a deep big heart”.

Sharing his thoughts Santanu Mishra, Co-Founder and Executive Trustee, Smile Foundation said, “We appreciate PepsiCo’s long-standing partnership with Smile Foundation launching the Artwork for Heartwork campaign. Through this unique fundraiser, we will enable artists, celebrities, and students to come forward and help raise donations to meet the current health objectives of the nation. Through showcasing artwork on Art&Found, we will enable consumers to purchase the art and be part of a larger movement wherein their contributions will be utilized to provide for hygiene kits in different parts of the country. This campaign is at the heart of our philosophy of 'Civic Driven Change' wherein we all come forward and extend support in the toughest of times.”

Expressing his thoughts, Aditya Mehta, Founder CEO, Art&Found said, “Artwork for Heartwork' is an initiative that celebrates gratitude, reminding us to not take for granted those who work behind the scenes. The team at Art&Found is incredibly grateful to bring to life 'Artwork for Heartwork' – from briefing and problem-solving with the teams at Smile and Lay's to working closely with artists and have their art sold to donate hygiene kits to unsung heroes, it's an amazing full circle. This project has not only let artists create something meaningful but also be part of a great cause one would be proud to be associated with, and that which will be remembered for a long time."

Commenting on this creative partnership, Dilen Gandhi, Senior Director and Category Head – Foods, PepsiCo India said, “Art is one of the strongest forms of expression and holds the power to drive action. With the Artwork for Heartwork initiative, we are channelizing the power of visual medium to create awareness and thank the tireless effort of numerous unsung heroes. We started the #Heartwork journey with music and have now transitioned to tapping creative visual art formats for this heartwarming campaign. We're glad to partner with Smile Foundation and Art&Found to spearhead this heartfelt cause and support the community.”

In the four-week Artwork for Heartwork campaign, visitors can view the dedicated gallery here http://artandfound.co/artworkforheartwork, and upon successful purchase, the selected artwork will be delivered to the buyer by Art&Found.

LAY’S Heartwork campaign expresses gratitude towards those unseen heroes who work relentlessly against all odds to bring joy to millions across the country. At a time when consumers could not step out, what would have been considered a routine work was indeed Heartwork. In this campaign, the brand has partnered with Smile Foundation to provide hygiene kits to over 40,000 families and got leading singers to hum the heartfelt ode ‘Ye Heartwork Kehlata Hai’ to applaud the efforts of the unsung heroes. LAY’S has also collaborated with over 40 leading brands across the industry to thank them for their work during the lockdown phase in India by sharing special virtual branded LAY’S #Heartwork packs.

ZEE5 to release the biggest direct to digital blockbuster original

ZEE5 to release the biggest direct to digital blockbuster original film

~ Watch ‘Ghoomketu’ premiering 22^nd May on ZEE5 ~

~ A star-studded film starring Nawazuddin Siddiqui, Anurag Kashyap, Ila Arun, Raghubir Yadav, Swanand Kirkire and Ragini Khanna ~

~ Special appearances by Amitabh Bachchan, Ranveer Singh, Sonakshi Sinha, Chitrangada Singh, Lauren Gottlieb and filmmaker Nikhil Advani ~

 ZEE5, the largest creator of original content in India announces its next film ‘Ghoomketu’ set to release on 22^nd May. An aspiring writer’s 101 retreat into the life of the protagonist, Ghoomketu is played by Nawazuddin Siddiqui. The movie is a comedy- drama from the viewpoint of an inexperienced writer struggling to make it big in the film industry in Mumbai. On his quest to come up with a great story, he is inspired by day to day mundane life activities. Will his ambition and determination exceed his talents? Or will a corrupt cop, who is on a mission to find Ghoomketu, put a brake on his 30-day escapade?

Directed by Pushpendra Nath Misra and produced by Phantom Films and Sony Pictures Networks (SPN), this film will be exclusively releasing on ZEE5.

The quirk and humour in the movie is exaggerated with dramatic linguistic annotations. The film is set in a wickedly playful backdrop and will be great for the entire family to watch together. The film also has ace director Anurag Kashyap as a cop and the talented Ila Arun as Ghoomketu’s Aunt, in lead roles along with Raghubir Yadav, Swanand Kirkire, Ragini Khanna and others. The film will also see special cameos from Amitabh Bachchan, Ranveer Singh, Sonakshi Sinha, Chitrangada Singh, Lauren Gottlieb and filmmaker Nikhil Advani.

Actor Nawazuddin Siddiqui shares, “Ghoomketu is a quirky, never-seen-before character and I thoroughly enjoyed playing him. Anurag, who is generally behind the camera, will be seen sharing screen space with us and it was a great experience to work with him as an actor. ‘Ghoomketu’ has a phenomenal storyline which will definitely entertain the audience. During this time of the lockdown, I am glad that a humorous film that the entire family can watch is being streamed on ZEE5.”

Actor Anurag Kashyap shares, “Every film is a labour of love and I saw the conviction in the director of Ghoomketu and hence decided to do something which is my least favourite thing to do, which is act. The film is funny and heartwarming.”

Film Director Pushpendra Nath Misra adds, “Wherever we go, we are never far away from our roots. Ghoomketu, as the name suggests, is a story of the ‘journey to the beginning’. This a film where the protagonist - a writer- draws inspiration from the idiosyncrasies of his own family members. This was a dream project with a stellar cast (sublime actors, all of them), and the freedom to tell the story in a non-stereotypical way. For all the writers, their observation begins at home. This film is a celebration of our family members - our ‘Bua’s and ‘Chacha’s and ‘Dadda’s - who we (Ghoomketu) always carry in our hearts, wherever we go. I am glad it will reach the huge family audiences of ZEE5.”

Aparna Acharekar, Programming Head, ZEE5 India expresses, “Ghoomketu’ is a film made for every member of the family and for them to relate to someone or maybe just sit back and have a good laugh. From a star-studded cast to its quirky characters, the film is a perfect treat for the audience. At ZEE5, we are proud to present Ghoomketu on Eid, our third Original film after Bamfaad and Ateet, to entertain viewers during the lockdown."

Vivek Agrawal, Producer, Phantom Films says, “Ghoomketu” is one of those rare gems that will put a smile on your face while taking you through the struggle of a man who is out there trying his luck in Bollywood films. Bringing this story to life has been a roller-coaster ride, just like the protagonist’s journey in the film! It has been a pleasure working on ‘Ghoomketu’– a project that is relatable for many people, on so many levels and we are thrilled to have ZEE5 on board to release it.”

This quirky comedy is all set to confuse, entertain and make you laugh this Eid weekend.