Sharda Sinha was a torchbearer of traditional Bihari folk music, credited with popularizing Maithili, Bhojpuri, and Magahi songs beyond regional boundaries. Her unique voice and emotive singing made her an icon in Indian folk music, with unforgettable renditions of folk songs like “Ho Dinanath” and “Sundar Subhumi.” Over her illustrious career spanning several decades, she brought authenticity and beauty to India’s rich folk tradition, earning accolades, national awards, and ultimately the prestigious Padma Bhushan in 2018 for her contributions to Indian music.

Sinha’s songs, especially her Chhath Puja renditions, have become synonymous with traditional celebrations across Bihar, and she was often affectionately known as the “Voice of Bihar.” Her music not only resonated with the rural masses but also found admiration among urban audiences, bridging cultural divides with the simplicity and depth of her performances.

The music community has expressed profound grief over her demise. From folk singers to Bollywood music directors, tributes poured in on social media, honoring her contribution to Indian music. Bollywood music director Shantanu Moitra tweeted, “With Sharda ji’s departure, an era of purity in folk music comes to a close. Her songs will forever remain in our hearts and memories.”

Sharda Sinha’s legacy extends beyond music, serving as a cultural ambassador who showcased the beauty of Bihar’s folk traditions on the national and international stage. Her work inspired a new generation of folk artists to preserve and celebrate their cultural roots.

The post Renowned Singer Sharda Sinha, A Padma Bhushan Recipient, Passes Away at 72 first appeared on Approach Bollywood.

Engaging Performances and Direction
Karthi and Arvind Swamy deliver riveting performances, adding depth and intensity to their characters. Director C. Prem Kumar has skillfully woven a story that touches on themes of truth and integrity, aligning with the name Meiyazhagan, meaning “Man with truth as beauty.” The film’s authenticity is further enhanced by the grounded direction and emotional clarity, making it a compelling watch.

Why Meiyazhagan is Worth Watching
For a viewer like Sonu Tyagi, who appreciates well-crafted storytelling in Hindi classics, Hollywood films, and international cinema, Meiyazhagan offers an unexpected yet rewarding cinematic experience. It stands out for its brilliance in minimalism, showing that a film doesn’t need a large budget to resonate deeply with audiences. The direction and screenplay keep viewers engaged till the end, making it one of those rare gems that leave you satisfied and reflective.

Recommendation
If you’re in the mood for something unique that feels real and meaningful, Meiyazhagan is an excellent choice. It shows how regional cinema, especially Tamil, can deliver impactful narratives that cross language barriers, much like the international cinema you enjoy. So, Meiyazhagan is a must-watch, not only for its storytelling but for the sense of joy and fulfillment it leaves you with.

Sonu Tyagi is an accomplished writer, director, and producer with a dynamic career spanning advertising, media, and entertainment. As the founder of Approach Entertainment, he has built an award-winning company specializing in celebrity management, film production, and PR. With a background in psychology, advertising management, journalism, and filmmaking, Sonu Tyagi has brought a unique perspective to his projects, producing a range of films, advertising campaigns, music videos, and, recently, a spiritual web series titled Two Great Masters. His work reflects a passion for storytelling and an understanding of audience engagement across multiple platforms.

The post Film Review and Recommendation for Meiyazhagan first appeared on Approach Bollywood.

Lucknow: In a bold departure from the norm, the upcoming Telugu political action drama Game Changer, starring Ram Charan, is set to launch its teaser in Lucknow on November 9, 2024. This landmark event marks the first time a major pan-India film has opted to unveil its teaser in the heartland city of Lucknow rather than in traditional metro locations like Mumbai or Hyderabad. Directed by the acclaimed filmmaker S. Shankar and produced by Sri Venkateswara Creations and Zee Studios, Game Changer is already generating immense buzz across the country.

Featuring Ram Charan in the lead, along with Kiara Advani, Anjali, Samuthirakani, S. J. Suryah, Srikanth, Prakash Raj, and Sunil in key roles, Game Changer explores the high-stakes world of politics with action-packed sequences and powerful drama. Written by Karthik Subbaraj, the film promises to deliver a gripping story backed by Shankar’s visionary direction.

The teaser launch event, scheduled for November 9, will not only captivate fans but also serve as a strategic move to connect with audiences in Northern India. The decision to launch the teaser in Lucknow underscores the film’s pan-Indian appeal, with its storyline and performances set to resonate beyond regional boundaries.

With a massive production scale, Game Changer was filmed in locations such as Hyderabad, New Zealand, Andhra Pradesh, Mumbai, and Chandigarh, showcasing diverse and breathtaking backdrops. Thaman S has composed the film’s score, adding intensity and depth to the drama, while cinematography by Tirru and editing by Shameer Muhammed round out the film’s technical strengths.

Game Changer is scheduled to release in Telugu, Hindi, and Tamil on January 10, 2025, perfectly timed for the Sankranthi festival, a major celebration in southern India. The anticipation surrounding the teaser launch in Lucknow indicates the ambitious scope of this film as a true pan-India release that transcends linguistic and cultural boundaries.

As excitement builds, fans are eagerly awaiting a first glimpse of what promises to be a powerful addition to Indian cinema. The teaser event is expected to draw crowds of enthusiastic fans, marking a special moment for the people of Lucknow, who will be the first to witness this cinematic extravaganza.

The post Ram Charan’s ‘Game Changer’ Teaser to Be Unveiled in Lucknow on November 9 first appeared on Approach Bollywood.

Speaking about her new role, Palak Tiwari expressed, “I am thrilled to be part of the CakeZone family! Their commitment to blending tradition with modernity perfectly aligns with my own values. These festive hampers are a beautiful way to share love and joy with our loved ones during this season of celebration.”

As part of the festive campaign, CakeZone is rolling out exclusive Diwali hampers designed to bring joy to celebrations across the country. These special hampers offer an elegant mix of traditional and modern treats, ideal for gifting loved ones and making the festive season even more memorable. Each hamper is curated with care, reflecting the spirit of togetherness, and ensuring that every occasion becomes a celebration of love.

Ankit Nagori, Founder of Curefoods, added, “We are excited to have Palak Tiwari on board as our brand ambassador. Her vibrant personality and connection with the new generation resonate perfectly with our vision. Our festive hampers are crafted to make every celebration special, and we believe Palak’s influence will inspire more people to celebrate with meaningful gifts.”

With the festive season in full swing, CakeZone invites customers to explore its thoughtfully curated offerings, bringing a sweet touch to every celebration. The brand’s Diwali hampers are designed to help people express love and joy, making this season truly unforgettable.

The post CakeZone ropes in Palak Tiwari as Brand Ambassador first appeared on Approach Bollywood.

In a market often dominated by pills and chemically formulated solutions, ChocolateX offers a refreshing alternative—a chocolate designed to enhance libido and pleasure naturally. Founded in 2024 by college friends Rafi, Karthik, Srinivasa, and cousins Ravi and Rama, ChocolateX aims to provide wellness-focused options that enhance intimate experiences. With ingredients such as Shilajit, Ashwagandha, and Orchis Latifolia Extract, these chocolates are meticulously crafted to ensure quality, safety, and efficacy without unwanted additives.

Acknowledging the shifting attitudes toward sexual health among the 25-45 demographic in India, the founders of ChocolateX recognized an opportunity to present a natural, approachable alternative for consumers seeking enhanced intimacy and wellness. Rafi, co-founder of ChocolateX, stated, “ChocolateX enhances connections and promotes overall wellness, creating a space for individuals and couples to explore and enrich their intimate relationships.”

Sunny Leone’s selection as the face of ChocolateX stems from her vibrant personality and openness regarding self-expression. Rafi emphasized, “Her connection with a wide audience, especially in the wellness space, aligns perfectly with our mission to engage those who value authenticity and are ready to embrace open dialogues about intimacy.”

The partnership will harness Sunny’s influence through bold social media campaigns, striking visuals, and compelling storytelling aimed at dismantling taboos surrounding sexual wellness. This initiative celebrates India’s heritage, including its historical connection to the Kamasutra, while promoting a socially responsible message that fosters healthier conversations about sexual health.

With this launch, ChocolateX is pioneering a cultural shift, offering individuals a natural and enjoyable way to enhance their wellness while encouraging open dialogue around intimacy and relationships.

The post Sunny Leone to Endorse ChocolateX’s libido-boosting chocolate launch first appeared on Approach Bollywood.

Mumbai : Approach Entertainment, a distinguished and award-winning firm specializing in Film Productions, Celebrity Management, Media and Entertainment Marketing, has been announced as the Media Partner for the highly anticipated 11th Edition of the Global STEM Education Confex in Dubai. Set to take place on November 6th-7th, 2024, at the Millennium Plaza Downtown Hotel, this premier event is organized by IBEForuM and promises to be a focal point for advancements and insights in Science, Technology, Engineering, and Mathematics (STEM) education.

The Global STEM Education Confex will bring together over 500 delegates, including educators, researchers, policymakers, and industry leaders, from across the world to share knowledge, foster collaboration, and drive innovation in the STEM field. With over 29 internationally renowned speakers and support from 26 media partners and 22 sponsors, this year’s Confex will spotlight critical topics such as the integration of emerging technologies, hands-on learning approaches, and global collaboration strategies to address future workforce needs.

As Media Partner, Approach Entertainment will be instrumental in enhancing the Confex’s visibility and ensuring extensive media coverage across traditional and digital platforms. Approach Entertainment’s role will include crafting and distributing press releases, facilitating media engagement, and spotlighting key event moments through interviews and social media. The firm will also support the Confex by highlighting standout sessions, such as keynote speeches, interactive workshops, and panels.

Sonu Tyagi, Founder of Approach Entertainment, expressed enthusiasm about the partnership: “We are excited to join forces with IBEForuM for the Global STEM Education Confex. STEM education is crucial for shaping the next generation of innovators, and we are honored to contribute by amplifying the event’s impact through our media expertise. Our aim is to help make this Confex a truly transformative experience for attendees.”

The Confex will feature engaging highlights, including immersive workshops, networking opportunities, and discussions on how to align STEM education with industry demands. Event participants will benefit from access to the latest educational tools and cutting-edge advancements, aiming to prepare students with applicable skills for a tech-driven future.

Approach Entertainment’s participation as Media Partner aligns with its commitment to supporting significant educational, corporate, and philanthropic initiatives. Approach Entertainment Group has established a strong network across major cities, including Mumbai, New Delhi, Gurugram, Kolkata, Goa, Chandigarh, Dehradun, Hyderabad, and Ahmedabad.

The group’s portfolio includes Approach Communications, an award-winning PR, Digital, and Integrated Communications Agency. It also manages Approach Bollywood, a Bollywood Newswire & Content Dissemination unit that delivers the latest entertainment news to digital platforms, newspapers, magazines, TV channels, and apps. The group is now expanding its focus with the planned launch of two specialized units: Approach Politics, dedicated to political communications, and Approach Rural, targeting rural marketing and communications.

Leading the group is Sonu Tyagi, an acclaimed writer, director, and producer known for his deep spiritual ethos. With an extensive background in collaborating with top advertising agencies and media houses across India, Tyagi holds a degree in Psychology along with advanced studies in Advertising Management, Journalism, and Filmmaking.

In addition to its business initiatives, Approach Entertainment supports various spiritual & philanthropic efforts through its charitable spiritual organization, Go Spiritual India. This organization is committed to promoting mental health, wellness, spiritual tourism, organic living, and other social causes. Recently, Go Spiritual India launched a dedicated news magazine and is preparing to introduce Go Spiritual India Web TV & OTT to broaden its impact.

For more information about the event, visit www.globalconfex.com

Contact Information:

Approach Entertainment
Phone: +91 – 9820965004 / 9716962242
Email: info@approachentertainment.com

Websites: www.approachentertainment.com & www.approachcommunications.in

The post Approach Entertainment Named Media Partner for the 11th Edition of Global STEM Education Confex Dubai first appeared on Approach Bollywood.

The campaign features the beloved character Angoori Bhabhi from &TV’s hit comedy show Bhabiji Ghar Par Hai, who has been chosen as L’Oréal Paris’s brand ambassador. In a surprising twist, Angoori Bhabhi will unveil her long, shiny hair for the first time, showcasing her transformation with the L’Oréal Paris Hyaluron Moisturise Shampoo, Conditioner, and Night Cream. This playful reveal aims to raise awareness about the significance of hair hydration, especially during the festive season.

Throughout the campaign, Angoori Bhabhi will share her haircare secrets, emphasizing the benefits of using L’Oréal Paris products to achieve soft, shiny, and vibrant hair. The haircare routine will be seamlessly integrated into the storyline of Bhabiji Ghar Par Hai, enhancing the campaign’s cultural relevance. A special Karva Chauth episode will see Angoori and Anita exchanging hair care tips, showcasing the Hyaluronic Moisturise range as essential to their festive self-care rituals.

This integrated marketing initiative will be promoted across Zee’s channels, reinforcing L’Oréal Paris’s commitment to promoting healthy, hydrated hair while encouraging Indian women to adopt a daily haircare routine. The campaign aims to empower women to “unveil their true beauty with effortlessly natural, beautiful hair,” showcasing the power of content-driven marketing in connecting brands with their audiences.

Commenting on the partnership, Ashish Sehgal, Chief Growth Officer – Digital & Broadcast Revenue at ZEEL, said, “&TV’s Angoori Bhabhi is one of our most beloved figures, and this collaboration with L’Oréal allows us to weave a compelling narrative that resonates deeply with our audience. By integrating the brand’s message into the cultural landscape, we hope to inspire millions of women to embrace hydration and consistency in their haircare routines.”

Dario Zizzi, General Manager of L’Oréal Paris India, added, “This partnership allows us to connect with consumers in Hindi-speaking markets, emphasizing the importance of a daily haircare routine. Angoori Bhabhi’s unveiling is a symbolic gesture of empowering women through beauty, a commitment we hold dear at L’Oréal Paris.”

Shekhar Banerjee, Chief Client Officer & Office Head at Wavemaker, remarked, “This collaboration beautifully embeds the L’Oréal Paris Hyaluron Moisturise range into Angoori Bhabhi’s charm, connecting with viewers emotionally while educating them about the benefits of consistent hair hydration.”

The post L’Oréal Paris partners with &TV to promote haircare at festivals first appeared on Approach Bollywood.

As part of this initiative, Zing is thrilled to unveil “Short Storiyaan” and “Series Showcase,” featuring both critically acclaimed and popular shows in condensed formats designed for today’s fast-paced lifestyle. Collaborating with innovative production houses such as Natak Pictures and Content Ka Keeda, Zing curates content that reflects the interests and aspirations of the younger generation.

Launching on November 2, “Short Storiyaan” will highlight a selection of award-winning short films celebrated for their storytelling and critical acclaim, ensuring a captivating viewing experience for diverse young audiences. Following that, “Series Showcase” will debut on November 17, featuring a curated selection of impactful web series that explore themes of love, friendship, and heartbreak—topics that resonate deeply with Gen-Z viewers. These narratives aim to entertain while also reflecting real-life experiences, providing both relatability and thoughtful engagement.

Pankaj Balhara, Business Head at Zing and FTA, emphasized the significance of this initiative: “The entertainment landscape is evolving rapidly, with digital content gaining significant traction among young audiences. We are excited to bring these compelling stories to television screens, providing an experience that aligns with the preferences and lifestyles of today’s generation. As smart TV adoption grows and streaming continues to thrive on smaller screens, Zing bridges this gap by delivering high-quality content to larger televisions. This approach not only enhances the viewing experience but also caters to our diverse audience across metropolitan and regional cities.”

Balhara further noted the importance of family viewing, stating, “We have been mindful of the content we present, ensuring it is suitable and enjoyable for all viewers. Our unwavering commitment to innovation drives us to stay ahead of the curve by anticipating and responding to the evolving needs and preferences of our audience. Through the continuous refinement and expansion of our offerings, we ensure that our content consistently exceeds consumer expectations, securing our position at the forefront of the entertainment industry.”

With these initiatives, Zing is set to redefine the television experience, offering a unique blend of digital storytelling and traditional viewing that resonates with today’s youth.

The post Zing unveils ‘Short Storiyaan’ and ‘Series Showcase’, featuring critically acclaimed and popular shows in condensed formats first appeared on Approach Bollywood.

Birla Brainiacs partners with Ayushmann Khurrana to meet the growing demand for personalised and flexible educational solutions. The program offers a comprehensive curriculum that includes core academic subjects and various upskilling courses like Financial Literacy, Coding, Music, and Communicative English.

Ayushmann Khurrana said, “Holistic growth is extremely crucial for a child’s overall development and I am glad to be a part of this movement that provides a comprehensive curriculum along with upskilling courses for children. In today’s fast paced world, children need more than just traditional education and with courses that Birla Brainiacs provides, it will help empower children and prepare them better for the future. Together, we all can be instrumental and revolutionise education for the new generation of children with platforms such as Birla Brainiacs, ultimately opening their doors for a brighter future.”

Talking about the collaboration with Ayushmann Khurana, Nirvaan Birla, founder and managing director of Birla Brainiacs said, “Ayushmann’s passion for innovation and deep belief in the importance of holistic education perfectly align with our mission. As an investor, Ayushmann brings not only his celebrity influence but also a commitment to advancing educational reform in India. His investment will enhance the platform’s capabilities and expand its reach, ensuring that Birla Brainiacs can deliver high-quality, personalised educational experiences to a wider audience. This support will significantly strengthen our capacity to provide students with a flexible, future-ready learning platform.”

Muddassar Nazar, CEO of Birla Brainiacs added, “With Ayushmann on board, we are more motivated than ever to empower students and families. His partnership amplifies our commitment to shaping the leaders of tomorrow through a hybrid homeschooling model that not only prioritises academic excellence but also offers access to vital upskilling courses.”

Ayushmann Khurrana will also feature in two campaign videos showcasing Birla Brainiacs’ unique advantages. These videos will highlight the platform’s ability to balance academic pursuits with personal development and will be launched across various digital platforms, cinemas, and OTT services.

With Ayushmann Khurrana’s support, Birla Brainiacs is set to revolutionize hybrid learning, making quality education accessible to students across India. The blend of flexible schooling, personalized attention, and a robust upskilling curriculum positions Birla Brainiacs as a game-changer in the educational landscape.

The post Brand ambassador Ayushmann Khurrana invests in Birla Brainiacs first appeared on Approach Bollywood.

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