Wednesday, January 27, 2021

Sara Ali Khan signed as brand ambassador for #GoPurplle Campaign

India’s leading online beauty destination,, has signed Bollywood GenNext star Sara Ali Khan as its brand ambassador. Purplle denotes Royalty in Beauty, with products made from imported ingredients, yet affordable and accessible to every woman. With a mission to democratize beauty, Purplle and Sara have come together to empower women to look inside out beautiful. The 360-degree campaign has been conceptualized and executed by Spring Marketing Capital. With a robust communication plan, Purplle will reach the heartlands of India to take its vision forward.

The brand’s newly launched campaign #GoPurplle featuring Sara Ali Khan is based on the same core tenet of ‘Beauty for All’.  With her signature sass and radiant glow, she showcases the gorgeous natural world of Purplle. It highlights its authentic product ranges from 6000 make up products to its 5000 natural product offerings with exotic ingredients; all under Rs. 400. Sara shares their 2-day-no-questions-asked Return Policy and free delivery for anyone’s first order on Purplle. She also reveals how the brand rolls out 300 new beauty products every month.

On being their first brand ambassador, Actress Sara Ali Khan, shared “Purplle stands for beauty that is inclusive and accessible to all. It enables women to fulfil their aspirations and even envision bigger dreams, as they look and feel their gorgeous best. I am extremely excited to embark on this journey with Purplle. It is a privilege for me to be the first face; proud to go Purplle!”

On the announcement Manish Taneja, Co-founder & CEO, said, “We are delighted to have Sara as the face of Purplle. She exemplifies the confidence and determination of a strong new-age woman. She is expressive, authentic and extremely comfortable in her skin, making her a powerful role model for young girls. Sara will lend her voice to inspire consumers to embrace their own unique journey; to make beauty reach the comfort of every home. This association is a step towards further strengthening the connect with our consumers. We look forward to an exciting partnership together.”

Arun Iyer, Co-founder, Spring Marketing Capital, said, “We are thrilled to partner with Purplle in its endeavour to not only become a one stop destination for beauty but also democratise beauty, and make it accessible to all consumers. Moreover, Purplle has a wide variety of natural products, an unparalleled offering in today’s market. Our aim has been to communicate all these features of the platform to consumers in a fun, quirky yet informative manner with Sara Ali Khan sharing our story.”

Sunday, January 24, 2021

70’s were a Golden period for Hindi film industry, with influx of new ideas, new experiments and a new genre of action and unconventional films: Rahall Rawail at 51st IFFI

The 1970s saw influx of new ideas, new experiments and a new genre of action films in Hindi cinema. Those were also the golden years for unconventional films and emergence of new techniques, said acclaimed film-maker Rahul Rawail, in an online ‘In-Conversation’ session on “Filmmaking in 50s, 60s and 70s”, at the 51st International Film Festival of India (IFFI) today, as he took the virtual delegates through a marvelous journey of the evolution of Hindi film industry over the years.

Recalling his cinematic journey, the film-maker said: “I started working in this industry from the late 60s and began my career as an assistant to the legendary Raj Kapoor. Stalwarts like K. Asif and Mehmood made films with magnificient sets in the 60s, after which Baburam Ishara’s ‘Chetna’ in the 70s “brought about a revolution” with shootings done on location over 25-30 days, “something which was unusual in those days”.  

He said that Vijay Anand’s film, Dev-Anand starrer ‘Johnny Mera Naam’ also gave rise to a new form of action-oriented, big plot films in that period. The golden 70s when business was growing fast in the Hindi film-industry saw an ‘unconventional hero’ played by Amitabh Bachchan in Zanjeer. It gave birth to the image of ‘angry young man’, a newly established brand back then. Nasir Hussain’s ‘Yaadon Ki Baaraat’ (1973) which saw the coming of Salim-Javed had a great script, says Rawail. Raj Kapoor’s ‘Bobby’ which introduced Rishi Kapoor and Dimple Kapadia also started a new trend. “These films were bringing in a change and adding to the whole palate of film-making”, opines Rawail. Remembering Rishi Kapoor, Rawail says, he was an underrated actor. Another star, Jeetendra also came in with a new appeal and new style in the world of Hindi cinema. Rawail also remembers that ‘Deewar’ – a brilliantly toned film took Yash Chopra to great heights in that period. Yash Chopra went further with more memorable films like Trishul.

Rawail remembers, “In those days there existed a healthy competition among the film stars. Every actor was rising above each other, but there was no rivalry”. He recalls how the three stalwarts – Raj Kapoor, Dev Anand and Dilip Kumar came across each other in a restaurant and started talking like intimate friends about the old days and each other’s films.

He narrates another interesting story of how the great Sachin Dev Burman politely said that doing music for ‘Laila Majnu’ is not for him and recommended Madan Mohan for it. The music directors, great singers and lyricists would sit together with directors and get to know the story and also the actor who would lip-sync, all for adding perfection to the film.

Rawail recalled another great film, L V Prasad’s ‘Ek Duje Ke Liye’ where “a hero who did not speak Hindi and spoke only Tamil and an actress who spoke only Hindi and not Tamil” did a love story. “People were inventing and doing different kinds of works”, he says. Audience were also experiencing new kinds of movies. It carried on into the 80s when more new people came in, although the old-guards were still there. The 80s saw the coming of stalwarts like Subhash Ghai and Shatrughna Sinha, among others. When Rawail made Arjun in that period, it again started a new trend of having no story, but only character. He recalls that Javed Akhtar wrote the script for ‘Arjun’ at a stretch in 8 hours. Rawail also made Amjad Khan, who was popular for playing villains, do a comic role. Though many people were sceptical about this decision, Rawail remembered his guru Raj Kapoor’s advice that ‘a great script would always work’ and went on with it.

At the end, Rawail said, 70s and 80s were the period when this industry grew a lot, but it is still growing.

Saturday, January 23, 2021

Everest International Film Festival to open its doors on 31st January

Come January 31st and all roads will lead to the gateway of North-Eastern India, where the 2nd Everest International Film Festival (EIFF) is being held. Conducted by Filmy Sansaar & Eon Films and powered by Hotel Royal Sarovar Portico, the 2nd Everest International Film Festival will take place at the sprawling Royal Sarovar Portico Hotel in Siliguri on 31st January 2021.

Serving as West Bengal’s upcoming premier film festival, EIFF 2021 will be bringing in quality films from across the globe and aims to exhibit the most captivating and innovative content. Though film festivals have become a regular affair, EIFF aims to connect the film fans and movies goers with the world, so as to bring about greater understanding of the art of film making. However, with the Covid restrictions in place, the EIFF Committee have decided to go online with only a day’s celebration showcasing only the best of the films submitted to the festival. The rest of the films can be seen online on our festival channel from today till 31st January. Breaking all stereotypes, LCIFF's mission is to present quality films from around the world as well as support, recognize and honor indie film makers.

Despite its limitation, the Everest International Film Festival will surely be looked forward to from the viewpoint of an indie film maker and a movie enthusiast as well, who wants to see some of the best cinema at a festival. And EIFF is all set to provide them an array of wonderful films. Some of the notable films selected by the selection committee for screening include Indo Australian Sudama The Half Man by Rajib Ball, Seal by Valmir Tertini (Albania), The Eve by Luca Machnich (USA), Animation film The Boy and The Mountain by Santiago Aguilera & Gabriel Monreal (Chile), Welcome On Board by Mohsin Abrar (Singapore), Once upon a Judgement Day and Strings of Sorrow by Mehmete Tanrisever (Turkey), Wandering...But Not Lost by Paul MacGowan (USA), Sycamore by Mehmet Tigli (Turkey), The Letter by Jiyoung Jung (Korea), Pulanaivu by Shalini Balasundaram and Sathish Natarajan (Malaysia) and The Forgotten War by Junichi Kajioka (UK/Japan) among others. From India, some of the films that has made its way to the festival include Main Mulayam by Suvendu Ghosh, Kukli by Shyama Sundar Majhi, Come Come Rain by Shafaq Khan, Insha Allah by SP Pandian Bhaskaran, Kaali Maati by Hemant Mahale and A Tale of Rising Rani by Prakash Saini. While not all will be screened at the venue, you can surely see them online. 

“Given the restrictions around coronavirus, which has had sweeping effects in all sectors including the entertainment industry, many festivals across the globe had chosen to either call off the festival or go online. As festival organizers, even team EIFF had the same two choices – cancellation or to go online. But we decided to downscale the event and making it a one day event instead of cancelling the same,” said Sanjay Verma ‘Saajan’, the Festival Director. “However, there is no substitute for receiving the awards in person with its unique and fantastic audience. Though scaled down, the awards event will see the presence of Bollywood actors Arfi Lamba & Amyth Sethi, Sana Shaikh (Actress), 3 times Guinness Book Records Holder Dr. Ghazal Srinivas and National Award winning Director Kondapalli Dasarath Kumar.”

“Cinema is the most powerful medium and tellin specific stories that connect you with realities you had no idea or connection is a weapon these makers have. Being at a film festival reminds one of these powers. But many a times, such stories don’t see the light of the day. Either the film makers don’t get an opportunity to reach out to studios or don’t get a platform for release. In our effort to help the indie film makers, we have planned to bring in the studios and the OTT on one single platform. Yes, at EIFF, to help indie filmmakers interact with studios for converting their ideas into films, we are also bringing the reputed Mana Studios from Hyderabad to the festival. D Y Chowdary, Producer & Founder of Mana Film Studios along with Atluri Narayana Rao, Film Producer & Financer will be there to grace the occasion. Same time, Mehmood Ali - one of the founders of Don Cinema - an upcoming and leading OTT channel will also be present at the festival. It will indeed be a golden opportunity for Indie film makers to interact with such luminaries,” said Mohan Das, Jury Chairman as well as Chairman of the festival.

In recent years, the beauty of the Himalayan range, encompassed by tea gardens has become a favourable shooting location for some of the big budget Bollywood films. Growing by leaps and bounds and slowly stepping onto the international scene, EIFF was founded not only to showcase the beauty of the Himalayan range, encompassed by tea gardens but also as a favourable shooting destination. It is a platform for showcasing films and networking and also serve as a travel city to the transcending Himalayan scopes of Darjeeling, Kurseong, Gangtok, Mirik and Kalimpong inside India and furthermore to neighboring nations like Bangladesh, Nepal, Bhutan and Myanmar. 

"As EIFF gears up to host yet another successful edition of Everest International Film Festival, we are focused on creating a vibrant ambiance for film makers and audience to further enhance Siliguri’s position as a leading film making and tourism destination that offers unforgettable experiences," concluded Sanjay Verma.

Thursday, January 14, 2021

Sunny Goraya releases >>Bol Waheguru<< on his birthday

After launching his career as an actor, Tinsel Town actor Sunny Goraya went on to release his second single today. While there are many instances of singers turning actors, but it’s very rare for an actor to turn a singer. After winning hearts of his fans with versatile acting skills in 'Bade Achche Lagte Hai', 'Thapki Pyaar Ki', 'Adaalat', 'Love U Mr. Kalakaar' and others, Sunny of late has been honing his vocal skills. The actor cum singer who rang in his birthday today, celebrated it with the launch of his new song Bol Waheguru.

While the world was cooped up indoors during the pandemic and busy bingeing on series and films, Sunny was all looking forward to cut his next single. And as soon as the covid lockdown was a bit relaxed, this charming actor recorded and shot his next single Bol Waheguru that was released today.

Speaking about his birthday and the launch of this song, Sunny says, “My phone hasn't stopped ringing. Lots of messages on whatsapp and other social media have been making its rounds wishing me a very Happy Birthday and also for my song. I am overwhelmed with my fans love and adulation. It’s their love that has helped me reach here today," cheered this birthday boy over phone.

While many languish and struggle to make a mark as a singing artist, instead, Sunny’s accomplished debut Yaad brought him widespread acclaim. It not only met with a huge response with the audiences, but even with juries as it went on to bag a couple of awards at film festivals. “Something about his voice is mesmerising. There's a realistic quality to it that just feels comforting,” said one of the juries at Everest International Film Festival.

Written and composed by Mahi Pabla, Bol Waheguru is brought to you by Mahi Pabla & Kings Beat Box in the golden voice of Sunny Goraya and wonderfully shot by Varun Sharma. Speaking about “Bol Waheguru” that coincided with his birthday, Lohri and Makar Sankranti, Sunny says” “Spiritually this is a deep dive into identity, definition and self. Musically, it's experimental and exploratory.”

No sooner the video was released on YouTube, fans have been pouring out their love. One of the fans Harshit Singh wrote, “The music is soulful, the rendition is raw, real, and captivating and the video is absolutely terrific.” Swapna Bist commented “This is so good 😊 Had goosebumps while listening to this.. Keep it up and make some more beautiful songs 😇good luck and a very Happy Happy Birthday to you.” Same time Varun Bhatnagar was all praise for this beautiful song. He commented, “Waheguru - Such a sweet and enlightening song toward peaceful environment and actually connecting our soul to God.... U have lovely voice keep the good work bro and all the very best...”

We at Films & TV World are sure that his fans adulation coupled with his versatility will be much acclaimed when the audience will see him singing and performing pole-apart roles in his career. Films & TV World team too wishes the handsome actor a very Happy Birthday.

You can watch this wonderful song here...

Republic Day Treat for Theatre Lovers: Aadyam presents Bandish 20-20,000Hz

A musical tale that depicts the struggles of artists since days of history lasting until now, Bandish 20-20,000Hz focuses on a figurative comparison between the lives of artists from the pre-independence era with times contemporary. Shubha Mudgal's soul stirring music brings the play to life as does the laudable performance of the actors

‘Bandish’ is a homonym that means being bound, but in the context of Hindustani vocal or instrumental music - it means composition. Aadyam’s next and final masterpiece of their Digital Edition, Bandish 20-20,000Hz, intertwines these two contrasting meanings of the word, chronicling the journey of yesteryear artistes set against the backdrop of a function commemorating 70 years of India's Independence. In essence, the play crusades through a musical path while also showing audiences how artists have been bound in more ways than one through history to this day. Be it social media trolls, threats, political bans or social exclusions, artistes have always faced various kinds of 'Bandish' and that is what this play beautifully highlights, all with a touch of humor, emotion and musical interludes. Being launched on 26th January, the play rightly sets the tone for a patriotic Republic Day celebration.

Directed by Purva Naresh, Bandish 20-20000Hz, was first showcased in 2017 as the country celebrated 70 years of independence. It is a story of two singers, one a nautanki singer and the other a baithak (classical) singer. Both performers come face to face in the green room before the Independence day function, relive their glory days and have witty anecdotes to share. Anecdotes of escapes from kings’ palaces, slapping British officers, getting kidnapped by the local zamindars, and refuting lovelorn Nawabs. Each anecdote is accompanied by a musical and a dance number, and is an exploration into time and seeing things with a revived and perhaps revised perspective. 

The story that thrives on its foot-tapping yet meaningful melodies takes a turn as the male heartthrob of the nation gets banned on social media for an 'anti-national' performance. What happens next is what forms the plot of the play. 

Director Purva Naresh says, "I am really happy that the shows have beens scheduled around republic day. Bandish means a musical composition as well as restrictions and what better time to explore "Bandish" in the context of freedom and Republic Day. 

Is it 74 years really? When did we truly get Independence? When the British announced it or when we gained our constitution? 

The question is asked by the wisest fool in the play-Munnu!! This coming Republic Day would be an ideal day to watch this musical exploration of what is freedom. I dare say it might be the most fun and musical manner to get to know Independence through Shubha Mudgals lovely compositions including charkha chala chala kay, Quaifi Azmis Nukoosh - e Hasrat , Naresh Saxena's Bidesia and Gulab Bais  risque Mai hoon tori charpai....." 

Artistic Director of Aadyam, Shernaz Patel says, "Purva Naresh when interviewed a few years ago had said "Artistes always have to suffer throughout history”. This statement is as true for the protagonists of Bandish as it is for artists around the world struggling to make ends meet during this pandemic. Yet, ironically, throughout history it is art that has nourished our souls. Look at all of us guzzling entertainment through this lockdown. Not just consuming it, but also finding ways to express our inner creativity - taking up artistic hobbies, keeping a diary or simply listening to music…even challenging ourselves with a new recipe (also a form of creative expression). So for me, while steeped in nostalgia, Bandish wonderfully makes us reflect on the present. Added to that is a haunting score by the supremely talented Shubha Mudgal; Purva’s incredible command over language, poetic and yet so witty – she really knows how to tell a good story; brilliant singing and performances by all the actors and a rich, luxurious production design. This is truly a piece of theatre that works wonderfully for the digital medium, especially when it is shot the way all Aadyam plays are – respecting the theatricality of the performance, yet pushing the boundaries of possibility that this new hybrid medium offers". 

The illustrious cast - Anubha Fatehpuria, Danish Hussain, Harsh Khurana, Hitesh Bhojraj, Ipshita Singh Chakraborty and Nivedita Bhargava essay their roles with an earnest passion and verve as Shubha Mudgal renders her musical prowess to the play. Performed and recorded live in an empty auditorium to adhere to the government's 'Bandish', the play also evokes emotions of patriotism with its melodious dedication to Gandhi on his death anniversary. 

Watch the play on's online streaming service on 26th, 30th and 31st of January 2021.

Sonali Phogat says “She is in Big Boss to fulfil her late husband’s wish”

BJP leader Sonali Phogat has picked up pace after her first week in the Big Boss 14 house. She was seen involving in fight with Rahul Vaidya, Rubina Dilaik and Nikki Tamboli and others. The actress turned politician has proved everyone in the house that she is indeed a good leader as her raising concern on few important decisions in the house like cleaning of luggage area was being appreciated by all the contestants and television celebrities outside the Big Boss house.

In an unseen undekha video, Sonali Phogat can be seen having conversation with Abhinav Shukla, Rubina Dilaik, Rakhi Sawant and Nikki Tamboli about  how her late husband wished Sonali to be in the Big Boss house. Latter also says initially her husband was totally against of acting and Big Boss. But after watching Big Boss for 4-5 consecutive years, he himself asked Sonali to do Big Boss and experience the journey.

Later, Abhinav Shukla can be seen saying “dekho kya kamaal ki baat khi hai apne, pehle vo bolte the ye kya show hai, iske ladayi jhagda hota hai. But when when he saw the show then he himself asked Sonali that you should go.”

Sonali and Abhinav discuss how the show Big Boss teach us many lesson and that too for like time. Later Sonali says “her husband never used to miss any episode after he started liking the show”


Smule Mirchi "Cover Star” Triumphantly Returns for Season 3

Mirchi, India’s leading entertainment company and Smule Inc, the global leader in interactive music creation, today announced the highly anticipated third season of “Smule Mirchi Cover Star,” India’s largest digital singing competition. This announcement comes on the heels of record turnout in Season 2, with more than 50,000 people participating in the singing talent hunt series.

Building on two successful seasons, the singing reality competition series offers the unprecedented opportunity to bring forth diverse musical talent from across India to the forefront, highlighting the country’s rich multicultural, multi-demographic milieu. The search for India’s next singing sensation offers talented singers, the chance to sing under the spotlight in front of some of the biggest names in the Indian music industry and make their dreams come true. The winner of “Smule Mirchi Cover Star” will perform at the 13th Annual Mirchi Music Awards in Mumbai, in the presence of iconic music industry legends. The winner will also be bestowed with an opportunity to be featured in a music video and launch a song launch with a reputed music label in addition to a cash prize of Rs. 3 lacs.

The 45- days talent hunt is a coveted launch pad platform for singers looking to share their vocal skills and actively showcase their talent. All of this is made easier by simply downloading Smule, the social singing app. Smule’s powerful music platform offers singers the chance to enter the competition from any corner of the country. The easy-to-use singing app offers contestants a virtual recording studio, with a list of hit songs to choose from a specially curated Smule Mirchi Cover Star playlist, a pitch guide to help stay in tune, and a variety of audio and video effects to look and sound their best. Once they have recorded their favourite song, all they have do is fill in a few details and they have entered the contest.

“We’ve been blown away by the participation and high-caliber talent we’ve found through “Smule Mirchi Cover Star” over the last two seasons,” said Bill Bradford, President at Smule, Inc. “We’re proud to continue to invest in discovering local talent and empowering our musical community with the tools and inspiration they need to unleash their creativity, forge friendships with music lovers around the globe and connect through music in a way that’s truly meaningful.”

Smule is backed in India by Times Bridge, an investment arm of the Times Group.

Commenting on Association for the third season, Viral Jani, Senior Vice President Investment Operations, Times Bridge, “The Season 3 of The Smule Mirchi Cover Star will provide a unique opportunity to this growing community of users to directly engage with prominent music artists on the Smule app and a once in a lifetime opportunity for winners to perform on the biggest musical platform of the country. Our endeavour at Times Bridge is to co-create such platforms by bridging technology, communities and media distribution to build higher order consumer value.” 

The competition series offers a star-studded judging panel that includes: "Sufi Ki Sultana" Harsh Deep Kaur, versatile singer Kanika Kapoor, music sensation Neeti Mohan, and singer and music director duo, Meet Brothers. The judges bring expert experience and glamour to the competition, providing the season with the x-factor. The top five contestants will move to the next level, where they will perform live for the celebrity judges in an on-ground event in Mumbai. The judges will root and pick their favourite contestant, leading the nation in discovering its next singing sensation!

Nandan Srinath, Executive President, Mirchi, says:  "We at Mirchi are all set to bring an all new season of Smule Mirchi Cover Star for those who love music and love to sing. Smule Mirchi Cover Star is a platform dedicated to those who love singing. The electric response we received in terms of entries in the previous seasons have been a big motivation in making Season 3 much bigger and better. This season will witness the grandeur of a bigger set of judges, bigger competition and bigger prizes. Partnering with Smule yet again this year makes participation easier and brings on board their vast community of music lovers. We are constantly excited with the strides Smule is making, and always enjoy working with them on Mirchi Cover Star. “

Wednesday, January 13, 2021

2 Goan movies to be screened under special Goan section at #IFFI51

The 51st Edition of Asia’s oldest and India’s biggest festival, The International Film Festival of India (IFFI) is set to be held in Goa from 16th January to 24th January 2021. 

The State of Goa has been successfully playing host to IFFI since 2004; a platform that showcases the Indian and International films to participants from across the globe. In recent years, the Goan film industry itself has grown by leaps and bounds and is slowly stepping onto the national scene. It is no wonder that Konkani cinema has carved a place for itself at IFFI. The film festival this year, will be celebrating Goan films under two distinct sections i.e. the premiere and non-premiere section.

This year, IFFI has received a total of 7 entries in both the sections, i.e. premiere section 5 entries (1 feature & 4 non feature) and non-premiere section 2 entries (1 feature & 1 non feature). The jury members on board were Sanjay Kapoor, Rajat Nagpal and Ridham Janve, who are distinct professionals from the Indian Film Industry. Here is a look at the selected films in respective sections:

Premier Section: Shinvar, a short film by Manguirish Bandodkar and Pravin Parker.

Non Premier Section: Written in the corners, a short film by Suyash Kamat.

It has always been the endeavor of the festival authorities, especially the Entertainment Society of Goa to promote Goan cinema. Thus in 2014, the organizing body took to the initiative to introduce the Goan Section, which would showcase Goan feature and non-feature films produced during the year.

The International Film Festival of India (IFFI), founded in 1952, is one of the most significant film festivals in Asia. Held annually, currently in the state of Goa, the festival aims at providing a common platform for the cinemas of the world to project the excellence of the film art; contributing to the understanding and appreciation of film cultures of different nations in the context of their social and cultural ethos; and promoting friendship and cooperation among people of the world. The festival is conducted jointly by the Directorate of Film Festivals (under Ministry of Information and Broadcasting) and the state Government of Goa.

Thursday, January 7, 2021

Flamingo unveils new TVC starring Hrithik Roshan

Ascent Meditech Ltd., an Indian multinational in consumer healthcare space, continues its association with Bollywood superstar Hrithik Roshan for its flagship brand Flamingo – An Aid for a New Life. In his imitable style Hrithik Roshan features in an international campaign communicating the ideology ‘what you do, ultimately matters’ so very apt in the New Normal. The story in the campaign revolves around the central offering of pain management solutions to various lifestyle problems through four (4) top of the line products viz. Heat Belt, Knee Cap, Lumbar Sacro Belt and Anklet. Flamingo’s 60-sec Hrithik Roshan video is now available over FB for sharing.

Rajiv Mistry, Founder and Managing Director, Ascent Meditech Ltd., says, “when the going gets tough, the tough gets going – this saying holds true for Indians as well as for Ascent. While Indians have put up a brave face against all odds and have adapted to the New Normal, we, at Ascent, have supported Indians with the introduction of products, which are of absolute necessity, today. In line with the sudden change in consumer behavior and mindset, brand Flamingo has crafted its new campaign under the umbrella thought of ‘what you do, ultimately matters’. The communication in the new campaign is purposeful and leaves the consumer with a decision to make amongst an existing practice versus a sustainable solution, when encountered with pain.”

As a consumer healthcare organization, Ascent Meditech Ltd. has always been early in reading the mind of consumers.  The start of pandemic unearthed the need of security and protection among Indians. Flamingo, being a trusted brand among consumers was quick to reciprocate this need and introduced FlamiMask, FlamiMask Plus and Flamitizer at value for money prices, thus entering the Personal Protection space. With this recent category extension, Ascent Meditech Ltd., is now present across five (5) categories, earlier four (4) being Orthopaedic Soft Goods, Healthcare, Mobility and Wound-care.

Flamingo’s Lifestyle range boasts of top of the line products under Heat Therapy, Cold Therapy. Heat Belt, the flagship product of the brand offers ultimate pain relief during joint pains while Cold Therapy product viz. Cool Pack offers relief post injury and reduces swelling. Flamingo’s range of lifestyle products can be used by people across all age-groups for regular day-to-day activities; be at home or at work. Included in the category of preventive care yet lifestyle is our Regular & Premium Knee Cap, Regular & Premium Anklet. Knee Cap provides support to the knee and offers mild compression. It is recommended in sports injury, old age etc. Anklet is recommended in edema, sports injury, mild to moderate sprains & strains and old age. Flamingo’s offering towards back pain, Lumbar Sacro Belt offers uniform compression and provides support to the lower back thereby offering relief from pain and improving posture respectively.

Ascent Meditech Ltd. earlier unveiled its new customer-centric single and two-coloured variants for Flamingo’s range of pain management products across categories – Black, Beige and a combination of Black & Orange for the Regular range; and Turquoise Blue for the Premium range of products giving it a trendier, sporty and contemporary look, appealing to the younger and millennial customers.

The Company launched its e-commerce platform making its flagship brand Flamingo products available anytime, anywhere across the country. The Company's e-commerce platform has most of its products (available in multiple SKUs) out of the total portfolio of over 350+ products. The product mix maintained for the e-commerce platform comprises of OTC as well as RX products, with majority being OTC products. Products across the  categories are available at a discount of 10% to the MRP. There is a flat 10% discount for all purchases made on On purchase of Rs. 350 and above, consumers need not pay any Delivery Charges.

You can catch the TVC here