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Poonam Pandey’s ‘demise’ turns out to be marketing ploy

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Poonam Pandey's demise was a marketing ploy by Hauterrfly. Reelstars

Poonam Pandey’s staged ‘demise‘ on 2 February 2024 and her revelation the next day that she was alive and well was orchestrated by Hauterrfly, a Fork Media branch that calls itself the ‘millennial woman’s space’. Interestingly, its tagline on social media reads – Unapologetic | Proud | Opinionated.

The entire exercise was part of an initiative called #DeathToCervicalCancer meant to draw attention and raise awareness about cervical cancer, how it can be prevented and red flags one should guard against. While it was her ‘team’ that had posted a note about her ‘death due to cervical cancer’ on Friday, Poonam herself in an Instagram video that surfaced on Saturday morning said that she was alive but that it took her staged death to focus attention on the disease. Over 500 headlines across media carried the news of her ‘death’, and several ran stories on cervical cancer prevention, even recalling a former Bigg Boss contestant from the UK, Jade Goody, who had succumbed to the disease in 2009.

 

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A post shared by Poonam Pandey (@poonampandeyreal)

Did Poonam Pandey do the right thing?

Some have called the marketing exercise a smart move, saying Poonam’s collaboration led to an instantaneous manifold increase in awareness about cervical cancer, something not even a proposal (the FM disclosed a proposal for girls aged 9 to 14 to undergo cervical cancer vaccination) in the Union Budget 2024 by Finance Minister Nirmala Sitharaman could achieve. But many have panned the actor for manipulating public opinion in a manner that smacks of cheap publicity. Interestingly, most media accepted the news of her ‘death’ at face value, relying on her managers and team to ascertain facts.

Poonam, who went off the radar on Friday along with her family, emerged only on Saturday morning to post news that she was only part of this initiative. She has retaliated by saying that people follow her for ‘shock and awe’ and it is this that she has used to deliver a hard hitting message.

Will fans heed Poonam Pandey’s message?

On its Instagram page, Hauterrfly says, “Her bold act aims to spotlight the urgency of regular screenings, early detection, and the power of knowledge in conquering this silent threat. Join us in celebrating her resilience and spreading the crucial message.” The page directs readers to the website www.poonampandeyisalive.com where they can get get information about the disease and its prevention. Not many are impressed. The comments on the page are full of scathing attacks on the methodology employed to deliver such a delicate message. Unforgiving netizens are also lambasting Poonam for having taken them for a ride harking back to the times when Poonam has used similar ‘shock and awe’ tactics.


In an official note, thee model has now hinted that she will be ‘using the other parts of her person, personality and body in Service of Cervical Cancer’. Fans can only wait and watch.

Brand Studio

Scrub Daddy launches in India with Yashraj Mukhate, Rupal Patel collab

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Yashraj Mukhate and Rupal Patel recreate the Rasoda magic for Cif's Scrub Daddy. Reelstars

As Scrub Daddy, the cheerful sponge with a smiley face makes its entrance into the Indian market, it does so in style, collaborating with none other than viral sensation and composer Yashraj Mukhate. Known for his infectious content, Mukhate joins forces with Unilever’s Cif to announce the arrival of Scrub Daddy through an engaging Instagram post. The post features Mukhate alongside Rupal Patel, better known as Kokila Modi from the hit TV show “Saath Nibhana Saathiya.”

Catchy Ad: Bringing Scrub Daddy to Life

In the captivating ad, Mukhate is seen tackling dirty dishes while receiving sage advice from Kokila Modi herself. As she emerges from the television screen, Modi recommends Cif’s Scrub Daddy for the task at hand. The duo then breaks into an impromptu song and dance, showcasing the product’s features through Mukhate’s signature composition.

Scrub Daddy’s Success Story: A Journey of Innovation

Established in 2012, Scrub Daddy quickly rose to prominence as “Shark Tank’s most successful product to date.” With sales surpassing $670 million and a presence in over 20 markets worldwide, Scrub Daddy’s success knows no bounds. Its popularity soared further on TikTok, amassing over 3 million followers and becoming a household name.

Social Media Strategy: The Secret to Scrub Daddy’s Growth

According to Scrub Daddy’s social media managers, the brand’s rapid ascent on TikTok can be attributed to its consistent focus on producing “self-aware” content. By understanding and engaging with its audience, Scrub Daddy effectively leveraged the platform’s vast Gen Z demographic, capturing hearts and minds along the way.

Targeting Gen Z in India: A Strategic Move

With Mukhate as its ambassador, Scrub Daddy aims to captivate India’s Gen Z audience. However, priced at Rs 399, the product may face challenges in a market where dishwashing scrubs are available for as low as Rs 20. Nevertheless, Scrub Daddy’s partnership with Unilever’s Cif marks an exciting new chapter in its journey, signaling its entry into a new category and reaffirming its commitment to innovation and excellence.

A Nostalgic Nod: The Genius of Mukhate’s Composition

In the new ad, Mukhate seamlessly weaves his magic as he revisits the familiar trope that first propelled him to fame. With a playful caption—”Aaj se rasode me Cif Scrub Daddy hoga!”—Mukhate ensures that viewers are instantly transported back to the iconic moment that captured the nation’s imagination. Moreover, the inclusion of Rupal Patel, known for her role as Kokila Modi, adds an extra layer of authenticity and nostalgia to the ad.

A Perfect Pairing: Mukhate and Patel’s Dynamic Duo

The choice to pair Mukhate with Patel is a stroke of brilliance, resonating with fans of the show who are familiar with Patel’s character as the strict matriarch who demands perfection in household chores. This dynamic pairing not only adds depth to the ad but also creates a sense of familiarity and relatability for viewers, further enhancing the brand’s connection with its audience.

 

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Brand Studio

Yashraj Mukhate to compose regional tunes for Tic Tac

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Yashraj Mukhate and Ranveer Singh collaborate for Tic Tac. Reelstars

For the first time, composer and YouTuber Yashraj Mukhate will set his whacky tunes to regional lyrics for brand Tic Tac.
According to afaqs.com, Yashraj Mukhate, who has partnered Ranveer Singh in a campaign #VibeHai to promote Ferrero India’s Tic Tac, will be composing in regional languages as well.

The Hindi campaign that has hit social media has Ranveer Singh’s energy and enthusiasm in full flow, to the rhythm of Yashraj Mukhate’s beats, mirroring the spirit of Tic Tac. The film is intended to spread cheer and good vibes, inspiring a positive outlook towards life and overcoming daily challenges, making it a movement rather than just a campaign.

 

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A post shared by Ranveer Singh (@ranveersingh)

Yashraj Mukhate’s jingle, “Vibe Hai… Tic Tac Wali Life Hai,” is pure fun, transforming the original soundtrack into a catchy & foot-tapping tune, matching the throbbing energy of Ranveer Singh’s dance moves. The music video encourages everyone to indulge in Tic Tac’s Playful Spirit.

Zoher Kapuswala, marketing head (Pills & Gums) at Ferrero India, stated, “Being a Youth-oriented Brand, Tic Tac touches the passion points of the vibrant youth of India. It invites the Youth to spread the Cheer, & to playfully express themselves, without holding back. Ranveer Singh’s infectious energy and Yashraj’s refreshing composition makes for a fun cocktail designed to ignite a supernova of good vibes.”

28 year old Yashraj Mukhate, with an impressive 2.4 million followers on Instagram, was recently adjudged Influencer of The Year at the Impact Digital Influencer Awards 2023. His recent mashup ‘Appreciate Ki Wajah Se’ featured Rahat Fateh Ali Khan, with Yashraj Mukhate playing the keyboard and acting out Rahat Fateh Ali Khan’s words from a live event.

Yashraj Mukhate shot into the limelight during the lockdown in 2020, with his mashup on ‘Rasode mein kaun tha’, which went viral and catapulted him into public attention.

 

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Brand Studio

Show Some Love With Cadbury Silk & AI : The Story Of Us

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cadbury zoya akhtar - the reelstars

Want to do something more than just buy your Valentine chocolate? Cadbury Silk, India’s beloved premium chocolate, is playing cupid in a whole new way with their “Story of Us” campaign. This innovative experience allows couples to transform their cherished love moments into a heartwarming tale, brought to life with the magic of generative AI technology.

Weave Your Love Story Into A Film

Couples can embark on this journey by scanning the QR code on their favorite Cadbury Silk pack. This leads them to a website where they answer a series of questions, curating their unique love story. These stories are then visualized with personalized avatars, creating an animated movie that captures the essence of their special bond.

 

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A post shared by Rohit Suresh Saraf (@rohitsaraf)

Zoya Akhtar Adds Her Touch

Renowned filmmaker Zoya Akhtar lends her creative expertise to the campaign, ensuring the stories resonate with authenticity and cinematic flair. She adds context to the precious moments, showcasing the true depth and beauty of love in its various forms.

Ogilvy India’s Creative Tech Team developed a unique tool that transforms users’ text input into charming character animations. This in-house solution automates the personalization process, creating a world-first experience in terms of scale and implementation for a brand campaign.

Selected stories from the campaign will be featured on the popular streaming platform, Disney+Hotstar. This allows couples to share their love stories with a wider audience, celebrating their connection on a larger stage.

With “The Story of Us,” Cadbury Silk goes beyond a delicious treat. They offer a platform for couples to cherish their memories, express their love, and create a unique Valentine’s Day experience that they’ll always remember.

So, this Valentine’s Day, ditch the ordinary and dive into the extraordinary with Cadbury Silk’s “The Story of Us”. Weave your unique love story, embrace the magic of AI, and celebrate the power of love in a way that’s truly special.

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