Latest news with #Fundamental
Time of India
3 days ago
- Entertainment
- Time of India
French K.I.S.S
In a noisy world, can simplicity be the loudest voice? Amid today's relentless clutter, a quiet paradox emerged at last week's Cannes Lions International Festival of Creativity , where the biggest winners all shared one powerful trait — simplicity. 'If the works that won big at Cannes are any indication, simplicity is emerging as the holy grail for brands,' says Pallavi Chakravarti , founder and CCO, Fundamental, citing standout pieces like Budweiser's 'One Second Ads', KitKat's digital detox billboard, Tecate's 'Gulf of Mexico Bar' and Vaseline's 'Verified'. Marketers see this 'Keep It Simple, Stupid' — or K.I.S.S — trend as a response to today's media overload. 'There's an incredible amount of noise out there. The more layered the message, the harder it is to interpret or appreciate,' says Sumit Virmani , global chief marketing officer, Infosys. Harshad Rajadhyaksha, CCO at Ogilvy India, echoes this sentiment. 'In an increasingly layered, multi-screened and attention-challenged world, the value of simplicity is greater than ever,' he says. Achieving such clarity is far from easy, he warns. 'Brilliant simplicity takes work. But when done right, it always delivers the goods.' Lose the din Some brands have nailed this balance, proving that subtle and impactful messaging doesn't need loud pronouncements. KitKat's campaign by VML is a prime example. Their iconic line, 'Have a Break, Have a KitKat', was reimagined through billboards showing people absorbed in their device, with a barely-there KitKat wrapper or logo quietly urging a pause. No overt branding or lengthy explanations, just quiet, powerful storytelling. Marketers call it 'a masterclass in subtlety and impact'. 'The campaign celebrated the consumer's intelligence, trusting them to understand the message without being spoon-fed. It's a prime example of creativity cutting through the noise to make a lasting impression,' says Harsh Kapadia , CCO, Grey India. Stella Artois's 'Claustrobars' campaign by Grey took a similar approach. The beer brand captured a universally relatable experience — the mini-odyssey of navigating a crowded bar, carefully shielding your drink from spills and bumps. With almost cinematic realism, the ads showcased those uncomfortable yet triumphant moments: A slight grimace and an unwavering focus on the glass. The message was clear and powerful: 'Worth It'. Again, no massive logos or walls of text — just confident, understated advertising that didn't find the need to overexplain itself. The result? A campaign that struck a chord with viewers and prompted them to say: 'I feel you.' 'This kind of confidence in messaging is crucial. It makes advertising less ignorable and more impactful,' says Kapadia. 'In a country as diverse as India, where visual identity can transcend language barriers, such powerful visual advertising holds immense potential.' Loud and clear Budweiser's one-second ad, which won the Grand Prix in the audio segment at Cannes, is touted as another example of simple yet brilliant execution. The brand tapped into a sharp musical insight: True music lovers can identify a song from its very first beat. This became the basis of a bold and innovative idea — an 'unskippable' audio challenge where they aired commercials that played just the opening second of well-known songs. 'To expect sustained, undistracted focus, especially on digital, is to hope in vain,' says Shubhranshu Singh , global CMO for commercial vehicles at Tata Motors. 'Short-form content needs to be simple to be digested quickly. But when it's relevant, emotionally engaging or rewarding, it can still hold attention — even deepen it.' Virmani adds that social media has only intensified the challenge. 'Brands need to communicate value in seconds, often without sound, across screens. And complex brand messages simply don't translate.' And that's why Budweiser resonated with marketers and agency folks. Cause and effect A 'simply' powerful idea can also exceed its true purpose. Take German grocery chain Penny's 'Penny Price Packs', which converted its packaging into a prominent pricing display. Icaro Doria, Print jury president at Cannes Lions , described it as a seamless blend of print, publishing, packaging, price and positioning — all rolled into one. 'Creativity doesn't have to try too hard or be too clever to be 'award worthy',' says Mithila Saraf , CEO, Famous Innovations. 'The best work is universally appealing and profound in its commitment to a single-minded promise.' Until a few years ago, purpose-driven creativity with measurable impact set the tone. In 2023, winners such as Renault's 'Plug-Inn' (France), a peer-to-peer charging app, and Apple's 'Relax, It's iPhone – R.I.P. Leon' (USA), a humourous take on iPhone's 'unsend' feature, highlighted everyday anxieties in a relatable way. But in 2024, brand rulebooks were tossed aside. Coca-Cola's 'Recycle Me' (Print and Publishing Grand Prix) distorted its iconic logo on crushed cans to drive home a recycling message. Meanwhile, Coors Light turned a baseball-damaged billboard into commemorative cans with 'Coors Lights Out', showcasing agile moment marketing. Kapadia hopes Indian advertising can raise the game and embrace this simplicity that respects and celebrates consumer intelligence. 'On the one hand, we say our consumers are smart, yet we often try to over-explain or lean heavily on celebrity voices. Simple ideas break through everything else and make it memorable.' But Chakravarti points out the fundamental truth: 'We appreciate, applaud and felicitate simplicity more than we practise it. In the real world, agencies struggle to distil the chaos of briefs into clarity. [It's] Strange, but true.'
Mint
13-06-2025
- Entertainment
- Mint
SC seeks Karnataka govts reply on plea seeking release of Thug life film in state
New Delhi, Jun 13 (PTI) The Supreme Court on Friday sought the Karnataka government's response on a plea seeking protection against alleged threats over the screening of Kamal Haasan's film "Thug Life" in Karnataka theatres. A bench of justices Prashant Kumar Mishra and Manmohan issued notice on M Mahesh Reddy's plea challenging the ban on the screening of the Tamil feature film, starring Haasan and directed by Mani Ratnam, in Karnataka. Reddy in his plea, filed through advocate A Velan, contended that despite the movie being granted certification by the Central Board of Film Certification (CBFC), the Karnataka government has allegedly prevented its theatrical release through oral instructions and police interference, without issuing any official prohibitory order or any registration of an FIR qua the same. Velan argued that such actions by the state amount to an unconstitutional restriction on free speech and expression under Article 19(1)(a) of the Constitution. The bench recorded the submission and said, "It is argued by the counsel appearing for the petitioner that a duly CBFC certified Tamil Feature Film 'Thug Life' is not allowed to be screened in the theatres in the State of Karnataka. The so-called ban under threat of violence stems not from any lawful process, but from a deliberate campaign of terror, including explicit threats of arson against cinema halls and incitement to large-scale communal violence targeting linguistic minorities." While directing the copy of the petition be served upon the standing counsel for the state government, the bench said, "Considering the urgency shown in the matter and the issue involved, issue notice to the respondents, returnable on June 17, 2025." The bench recorded his argument that the so-called ban under threat of violence stems not from any lawful process but from a deliberate campaign of terror, including explicit threat of arson against cinema halls, incitement of large-scale violence targeting linguistic minorities. The plea said, "This reign of intimidation is a direct, flagrant violation of the Fundamental Rights to Freedom of Speech and Expression (Article 19(1)(a)) and to Practice any Profession (Article 19(1)(g)). More seriously, it is a calculated attack on the secular fabric and public order of the State." It added that the Karnataka government through its authorities concerned has become a silent party to this undermining of the Constitution and its failure to use the full force of the law against those openly issuing threats of death, arson, and communal warfare is not just negligence; it is a surrender that effectively hands control to violent non-state actors. "This constitutes a profound and flagrant failure of the law and order machinery in the state, signifying a dangerous weakening of the constitutional machinery's ability to function and protect its citizens," it said. The plea sought direction declaring that the de facto ban on the screening of "Thug Life" in Karnataka, is illegal, unconstitutional, and void ab initio, being violative of Articles 14, 19(1)(a), 19(1)(g) and 21 of the Constitution. It also sought directions to the authorities including police to ensure the safe, secure, and unimpeded exhibition of the film in all cinema theatres and multiplexes across Karnataka, that are willing to screen it, and to take all necessary steps to prevent any recurrence of such intimidation for this or any other lawfully certified film. The plea further sought direction to initiate and pursue with utmost diligence, accountability, and transparency, appropriate legal proceedings, including criminal prosecution, against all individuals and office bearers of organizations who have issued threats of violence, arson, or incited communal hatred/violence in connection with the release of the film. On June 9, the top court refused to grant an urgent hearing on a plea filed by a theatre association seeking protection against alleged threats over the screening of the film in Karnataka theatres. It had asked the theatre association from Karnataka to approach the Karnataka High Court instead. "Thug Life" released in cinema halls across the country on June 5. The Tamil movie, which reunites Haasan with filmmaker Mani Ratnam after 1987's "Nayakan", could not be released in Karnataka after the 70-year-old's comments about Kannada language sparked a major controversy. It was also released in Telugu, Hindi and Malayalam.
Hindustan Times
13-06-2025
- Politics
- Hindustan Times
SC seeks Karnataka govt reply on plea seeking release of 'Thug life' film in state
New Delhi, The Supreme Court on Friday sought the Karnataka government's response on a plea seeking protection against alleged threats over the screening of Kamal Haasan's film "Thug Life" in Karnataka theatres. A bench of justices Prashant Kumar Mishra and Manmohan issued notice on M Mahesh Reddy's plea challenging the ban on the screening of the Tamil feature film, starring Haasan and directed by Mani Ratnam, in Karnataka. It listed the matter for hearing next Tuesday. Reddy in his plea filed through advocate A Velan contended that despite the movie being granted certification by the Central Board of Film Certification , the Karnataka government has allegedly prevented its theatrical release through oral instructions and police interference, without issuing any official prohibitory order or any registration of an FIR qua the same. Velan argued that such actions by the state amount to an unconstitutional restriction on free speech and expression under Article 19 of the Constitution. The bench recorded his argument that the so-called ban under threat of violence stems not from any lawful process but from a deliberate campaign of terror, including explicit threat of arson against cinema halls, incitement of large-scale violence targeting linguistic minorities. The plea said, "This reign of intimidation is a direct, flagrant violation of the Fundamental Rights to Freedom of Speech and Expression ) and to Practice any Profession ). More seriously, it is a calculated attack on the secular fabric and public order of the State." It added that the Karnataka government through its authorities concerned has become a silent party to this undermining of the Constitution and its failure to use the full force of the law against those openly issuing threats of death, arson, and communal warfare is not just negligence; it is a surrender that effectively hands control to violent non-state actors. "This constitutes a profound and flagrant failure of the law and order machinery in the state, signifying a dangerous weakening of the constitutional machinery's ability to function and protect its citizens," it said. The plea sought direction declaring that the de facto ban on the screening of "Thug Life" in Karnataka, is illegal, unconstitutional, and void ab initio, being violative of Articles 14, 19, 19 and 21 of the Constitution. It also sought directions to the authorities including police to ensure the safe, secure, and unimpeded exhibition of the film in all cinema theatres and multiplexes across Karnataka , that are willing to screen it, and to take all necessary steps to prevent any recurrence of such intimidation for this or any other lawfully certified film. The plea further sought direction to initiate and pursue with utmost diligence, accountability, and transparency, appropriate legal proceedings, including criminal prosecution, against all individuals and office bearers of organizations who have issued threats of violence, arson, or incited communal hatred/violence in connection with the release of the film. On June 9, the top court refused to grant an urgent hearing on a plea filed by a theatre association seeking protection against alleged threats over the screening of the film in Karnataka theatres. It had asked the theatre association from Karnataka to approach the Karnataka High Court instead. "Thug Life" released in cinema halls across the country on June 5. The Tamil movie, which reunites Haasan with filmmaker Mani Ratnam after 1987's "Nayakan", could not be released in Karnataka after the 70-year-old's comments about Kannada language sparked a major controversy. It was also released in Telugu, Hindi and Malayalam.
Business Insider
11-06-2025
- Business
- Business Insider
Builders Capital Mortgage (BCF) Gets a Buy from Fundamental Research
Fundamental Research analyst Siddharth Rajeev maintained a Buy rating on Builders Capital Mortgage (BCF – Research Report) today and set a price target of C$10.20. The company's shares closed yesterday at C$8.88. Confident Investing Starts Here: Easily unpack a company's performance with TipRanks' new KPI Data for smart investment decisions Receive undervalued, market resilient stocks right to your inbox with TipRanks' Smart Value Newsletter According to TipRanks, Rajeev is an analyst with an average return of -9.4% and a 35.07% success rate. Rajeev covers the Basic Materials sector, focusing on stocks such as Fortune Minerals, Monument Mining, and Silver X Mining. The word on The Street in general, suggests a Moderate Buy analyst consensus rating for Builders Capital Mortgage with a C$10.20 average price target.
Time of India
06-06-2025
- Entertainment
- Time of India
Urban Company's new ad presents a candid look at a bias hidden in plain sight
HighlightsFundamental has launched the fourth installment of Urban Company's influential 'Dignity Of Labour' platform, which challenges perceptions around blue-collar versus white-collar migration in modern day India. Neeraj Kanitkar, co-founder of Fundamental, emphasized the importance of authenticity by engaging a dialect consultant and carefully selecting actors to reflect the true backgrounds of the characters. Tarun Menon, senior director of marketing at Urban Company, stated that the new film aims to explore the unconscious hierarchies that prioritize one migrant's progress over another's, promoting equal recognition for all professionals. Fundamental has brought the fourth instalment of Urban Company 's influential ' Dignity Of Labour ' platform. Crafted with the restraint of realism, the new short film unobtrusively but firmly challenges perceptions around blue-collar v/s white collar migration in modern day India. At a time when the global narrative around migration is undergoing intense scrutiny, the inherent 'blind-spotting' of waged, manual labour brings the conversation closer home. Juxtaposing the aspirational framing of a white-collar move from small town to big city against the involuntary bias surrounding blue-collar migrants. The film exposes the unspoken double standards around which one career or profession or indeed one human is subconsciously considered 'better' than the other. Neeraj Kanitkar, co-founder, Fundamental said, 'This story aims to shine a light on. Bringing the film to life was a learning all on its own. We engaged a dialect consultant – Ravi Pandey – to find just the right word or phrase that the AC technician could inadvertently be slipping into, allowing the customer to pick on the roots of the man. We explored terms which had their origins in languages like Maithili, Bhojpuri and Magahi. Before settling on 'bohaar' which means swept / cleaned.' ' Shachi Malhotra , the director, worked with casting director Kavish Sinha to find performers who felt right not just in terms of their acting but also their provenance. We wanted it to feel as authentic as possible. After that we just had to get out of the way of the actors and keep the cameras rolling,' Kanitkar added. Adding to that, Ambalika Sen, managing partner, Fundamental said, 'Hat-tip to the solid foundation laid over the first three editions — the work that paved the runway for this property, making it rewarding to build on a legacy with something that adds meaningfully to the series. We knew from the start that this one isn't just another brief. It comes not only with expectations, but also purpose.' Tarun Menon, senior director, marketing at Urban Company, says, 'In this fourth film, we explore the unconscious hierarchies that place one migrant's 'progress' above another's. Our platform exists to elevate every professional on equal footing, and this story is an invitation for viewers to recognise the shared grit, pride, and aspiration that unite us all, regardless of the uniform we wear.' Watch the video here:
