Observed every year on August 29, National Sports Day commemorates the birth anniversary of legendary Indian hockey player Major Dhyan Chand. For Approach Entertainment, the occasion is also an opportunity to recognise the wider influence of sports—not only in creating champions, but also in inspiring healthier lifestyles, stronger communities and a more confident generation.

Sonu Tyagi, Founder of Approach Entertainment Group, said that the values behind sporting achievement have a strong connection with entertainment, creativity and professional life.

“Sports teach us discipline, focus, teamwork and the courage to keep going even after failure. These are not only qualities required to become a great sportsperson; they are qualities required to succeed in every field of life,” said Sonu Tyagi. “On National Sports Day, Approach Entertainment salutes every sportsperson—from celebrated national champions to young athletes practising every day with a dream in their eyes.”

According to Tyagi, India’s growing sporting culture also presents significant opportunities for the entertainment, advertising, celebrity management, digital and events industries. Today, sportspersons are not only competitors on the field but also influential public personalities capable of inspiring millions of people.

“Entertainment and sports have a natural connection because both create emotions, aspirations and powerful human stories,” Tyagi added. “Every athlete has a story of struggle, sacrifice, determination and achievement. These stories deserve to be communicated creatively and responsibly.”

Approach Entertainment believes that professional sports personality and celebrity management can play an important role in developing the public positioning of athletes beyond the sporting arena. Strategic brand associations, endorsements, media opportunities, digital communication, appearances, events and meaningful campaigns can help sports personalities build stronger connections with audiences while creating long-term value for both athletes and brands.

With more than two decades of experience in entertainment and communications, Approach Entertainment works across Celebrity & Talent Management, Films Productions, Advertising & Corporate Films Productions, Films Marketing, Events and Entertainment Marketing. The company brings together entertainment, communications, content and marketing expertise to create campaigns and experiences designed around personalities, brands and audiences.

The company also sees enormous potential in sports-related content. The journeys of athletes—from grassroots struggles and personal sacrifices to victories and setbacks—can become compelling subjects for films, documentaries, branded content, digital series, advertising campaigns and inspirational communication.

Approach Entertainment further believes that brands working with sports personalities should look beyond conventional endorsements. Campaigns built around fitness, discipline, teamwork, resilience, youth empowerment and healthy living can create deeper and more meaningful engagement with consumers.

“Winning is important, but sport teaches us something even bigger—the courage to compete, the strength to rise again and the humility to respect others,” Tyagi said. “India needs a stronger sporting culture at every level. Children should be encouraged to play, families should support sporting ambitions, companies should invest in athletes and sporting initiatives, and society should celebrate sport as an essential part of a healthy nation.”

On National Sports Day, Approach Entertainment extends its greetings to India’s athletes, coaches, sporting organisations, young players and everyone working behind the scenes to strengthen the country’s sporting ecosystem.

The company calls upon young Indians to embrace sport not merely as competition but as a way of developing physical fitness, mental strength, discipline, confidence and team spirit.

“A fitter nation is a stronger nation. On National Sports Day, let us celebrate not only medals and victories, but also the discipline, hard work and never-give-up attitude behind every sporting journey,” Sonu Tyagi said.

About Approach Entertainment

Approach Entertainment is an award-winning entertainment company with more than two decades of experience in the media and entertainment industry. Its expertise spans Celebrity & Talent Management, Films Productions, Advertising & Corporate Films Productions, Films Marketing, Events and Entertainment Marketing.

Approach Entertainment is part of Approach Entertainment Group, which also includes Approach Communications, an award-winning PR, Digital and Integrated Communications agency; Go Spiritual, a spiritual and wellness organisation; and Approach Bollywood, a Bollywood and entertainment newswire, portal and app.

Through its diverse entertainment and communications businesses, the group continues to work at the intersection of creativity, celebrities, brands, media, communications and socially meaningful initiatives.

For business enquiries and collaborations:
Approach Entertainment
Email: Info@approachentertainment.com
www.approachentertainment.com

The post Approach Entertainment Celebrates National Sports Day, Salutes the Spirit of Discipline, Teamwork and Excellence first appeared on Approach Bollywood.

Mumbai: Yash’s much-awaited Toxic: A Fairy Tale for Grown-Ups has finally arrived on the big screen with everything expected from a massive pan-India production — a superstar, lavish sets, stylish cinematography, glamorous faces, thunderous background music and elaborately mounted action sequences.

Unfortunately, beneath all the scale and swagger, Toxic has a serious problem: too much of the film is simply nonsense violence.

Directed by Geetu Mohandas and co-written by Mohandas and Yash, Toxic features an impressive ensemble cast including Yash, Kiara Advani, Nayanthara, Huma Qureshi, Tara Sutaria and Rukmini Vasanth.

Expectations were naturally enormous. Yash is returning to the big screen after the extraordinary success of KGF: Chapter 2, and audiences were waiting to see how the superstar would reinvent himself.

Toxic certainly gives him another larger-than-life character. What it does not consistently give him is a story strong enough to match his personality.

Violence, Violence and More Violence

There is nothing inherently wrong with violence in cinema.

Some of the world’s greatest crime, gangster, war and action films have contained extreme violence. But in those films, violence usually has consequences. It tells us something about the characters, changes relationships, drives the narrative or makes the audience uncomfortable for a reason.

In Toxic, violence too often appears to exist simply because the filmmakers want another violent sequence.

People are shot, beaten and killed. Guns keep firing. Bodies keep falling. Blood keeps flowing.

After a point, the violence stops creating excitement because there is simply too much of it.

When almost everything is presented at maximum intensity, nothing feels intense anymore.

The audience becomes numb.

Where Is the Emotion?

The bigger disappointment is that Toxic had all the ingredients for a fascinating character-driven gangster drama.

Yash has tremendous screen presence. He can dominate a frame without saying much. His personality, body language and attitude are enough to create cinematic moments.

But a superstar also needs a character.

What does the man behind the swagger feel? What frightens him? What breaks him? What makes the audience care about him beyond his ability to destroy his enemies?

Those questions are far more interesting than how many people a hero can kill in a single sequence.

Toxic occasionally appears interested in exploring a darker and psychologically complicated world, but those possibilities repeatedly get buried underneath spectacle, action and shock value.

An Impressive Female Cast Deserved More

The presence of Nayanthara, Kiara Advani, Huma Qureshi, Tara Sutaria and Rukmini Vasanth makes the film’s world potentially much more interesting.

These are performers capable of bringing very different energies to the screen.

A gangster drama populated by powerful, complicated women alongside Yash could have given Toxic a personality completely different from conventional male-dominated action cinema.

There are glimpses of that possibility, but the film remains so obsessed with creating impact that meaningful character development and emotional relationships struggle to breathe.

Style Cannot Become the Story

Visually, Toxic is undoubtedly ambitious.

The production design is grand, the frames are carefully constructed and considerable effort has gone into creating its distinctive world. The film wants every entrance, confrontation and action sequence to look larger than life.

But cinema cannot survive on beautiful frames alone.

A stylish hero walking in slow motion is effective once.

A stylish hero firing a gun can be exciting.

A spectacularly designed action sequence can make an audience cheer.

But repeating these elements for hours does not automatically make a great film.

Eventually, someone has to tell a story.

Does Everything Have to Be So Violent?

Toxic also raises a larger question about the direction of mainstream Indian action cinema.

After the success of several aggressive action films, there appears to be a growing competition to make every new hero more dangerous, every villain more brutal and every killing more shocking.

Violence itself seems to have become a selling point.

The hero cannot simply defeat the villain anymore. He must destroy him.

One gunshot is apparently not enough. There must be dozens.

One fight is not enough. Every confrontation must become a bloodbath.

But bigger does not necessarily mean better.

There was a time when a powerful dialogue, an expression, a moment of silence or an emotional confrontation could create whistles inside a theatre.

Today, filmmakers sometimes appear frightened of silence.

Everything must explode.

Toxic is an extreme example of this tendency.

Yash Deserves Better Writing

Perhaps the biggest irony is that Yash does not need this much violence.

He already possesses what filmmakers spend enormous amounts of money trying to manufacture — screen presence.

The camera loves him. His entry has impact. His attitude works. His personality fills the screen.

That is exactly why Toxic should have trusted him with more drama and fewer bodies.

Imagine giving the same star a genuinely complicated character, powerful dialogues, emotional relationships, vulnerability and moral conflict.

That could have been far more dangerous — and far more memorable — than another hundred bullets.

Technically Rich, Emotionally Poor

There is plenty to admire about the craftsmanship behind Toxic. It is clearly an expensive and ambitious production, and considerable technical effort is visible on screen.

But technical brilliance is not the same as great cinema.

Cinema ultimately needs human connection.

Audiences need someone to love, hate, fear, understand or emotionally invest in.

Without that connection, even the biggest explosion is just an explosion.

And after watching enough explosions, shootings, beatings and killings, the spectacle begins to feel strangely empty.

The Problem Is Not Violence — It Is Meaningless Violence

Toxic should not be criticised simply because it is violent.

Filmmakers have every right to make dark, disturbing and adult cinema. Cinema does not need to become a moral classroom, and fictional characters do not need to behave like ideal citizens.

The real question is whether the violence contributes anything meaningful to the film.

Does it reveal character?

Does it move the story forward?

Does it create emotion?

Does it say something?

Or is it simply there to make the hero look powerful and the film look shocking?

Too often in Toxic, the answer appears to be the last one.

That is where the film becomes exhausting rather than exciting.

A Missed Opportunity

Toxic had almost everything required for a landmark commercial film — Yash’s enormous popularity, an unusual director, a formidable female cast, huge production values and the freedom to create an entirely new cinematic world.

It could have been a dark and intelligent gangster saga.

Instead, the obsession with violence frequently overwhelms whatever story and emotion are trying to emerge underneath it.

The title calls it “A Fairy Tale for Grown-Ups.”

But grown-ups deserve more than guns, blood, sex, swagger and slow motion.

They deserve characters.

They deserve emotion.

Above everything, they deserve a story.

Yash brings the star power. Toxic brings the scale and style. But when the noise settles and the guns finally stop firing, the film is left with one overwhelming question: beyond all this nonsense violence, what exactly was there to say?

The post Toxic Review: When Violence Becomes the Story, Cinema Loses Its Soul first appeared on Approach Bollywood.

जीवा के लिए बनाए गए इस विज्ञापन में अभिनेत्री कृति सेनन रक्षाबंधन मनाते हुए ऑफ-व्हाइट ब्रालेट-स्टाइल ब्लाउज, केप और ड्रेप्ड स्कर्ट में नजर आई थीं। विज्ञापन सामने आने के बाद कई लोगों ने सोशल मीडिया पर उनके पहनावे को लेकर सवाल उठाए। लोगों का कहना था कि भाई-बहन के पवित्र और सुरक्षा के रिश्ते को समर्पित रक्षाबंधन जैसे त्योहार के विज्ञापन में इस तरह की स्टाइलिंग उचित है या नहीं, इस पर ब्रांड को विचार करना चाहिए।

विवाद और आलोचना बढ़ने के बाद जीवा ने अब इस विज्ञापन को वापस ले लिया है। सोनू त्यागी ने कहा कि रक्षाबंधन केवल एक व्यावसायिक अवसर नहीं है। यह भाई और बहन के बीच प्यार, विश्वास, सुरक्षा और सम्मान से जुड़ी एक गहरी आध्यात्मिक और सांस्कृतिक परंपरा है।

सोनू त्यागी ने कहा, “रक्षाबंधन भाई और बहन के सबसे पवित्र रिश्तों में से एक का त्योहार है। यह रिश्ता प्यार, विश्वास, सम्मान और सुरक्षा पर आधारित है। जब किसी विज्ञापन में इस पवित्र रिश्ते से ज्यादा फैशन, स्किन शो और कंटेंट को वायरल बनाने पर ध्यान दिया जाता है, तो त्योहार की असली भावना कमजोर हो जाती है।”

सोनू त्यागी ने आधुनिकता और महिला सशक्तिकरण के नाम पर रिवीलिंग कपड़ों के इस्तेमाल पर भी सवाल उठाया। उन्होंने कहा, “मैं यह नहीं समझता कि रक्षाबंधन मनाने के लिए किसी महिला को रिवीलिंग ड्रेस पहनने की क्या जरूरत है। कम कपड़े पहनने से कोई महिला कैसे सशक्त हो जाती है? अगर इसी विज्ञापन में कोई पुरुष अभिनेता अंडरवियर में दिखाई देता, तो क्या उसे आधुनिक या प्रगतिशील माना जाता? इसका जवाब साफ है। ब्रांड्स को संस्कृति के प्रति संवेदनशील होना चाहिए। सिर्फ टीआरपी, व्यूज या किसी विज्ञापन को वायरल बनाने के लिए हिंदू परंपराओं और महिलाओं की गरिमा का इस्तेमाल नहीं होना चाहिए।”

सोनू त्यागी ने कहा कि फिल्मों और किसी खास त्योहार के लिए बनाए गए विज्ञापन के बीच अंतर को भी समझना जरूरी है। उन्होंने कहा, “यह कोई फिल्म नहीं है, जहां कहानी की जरूरत के अनुसार किसी खास तरह के कपड़ों की जरूरत हो सकती है। यह खास तौर पर रक्षाबंधन के लिए बनाया गया विज्ञापन था। ब्रांड्स और विज्ञापन बनाने वालों को हिंदू त्योहारों पर विज्ञापन बनाते समय उस त्योहार की संस्कृति, परंपरा और भावनाओं को समझना चाहिए। पवित्र त्योहारों को संवेदनशीलता के साथ दिखाने की जरूरत है, सनसनी के साथ नहीं।”

सोनू त्यागी ने कहा कि अगर किसी त्योहार के विज्ञापन को देखने के बाद लोगों का ध्यान त्योहार के संदेश से हटकर केवल कपड़ों पर चला जाए, तो विज्ञापन अपने असली उद्देश्य से दूर हो जाता है।

उन्होंने कहा, “रक्षाबंधन का असली संदेश भाई-बहन का प्यार, सुरक्षा का वादा, भावनात्मक जुड़ाव और हमारी सांस्कृतिक परंपराएं हैं। विज्ञापन में इन बातों को प्रमुखता से दिखाया जाना चाहिए। अगर लोगों की चर्चा त्योहार की जगह केवल अभिनेत्री के कपड़ों पर होने लगे, तो ब्रांड्स को यह समझना चाहिए कि कहीं विज्ञापन का असली संदेश पीछे तो नहीं छूट गया।”

आध्यात्मिक नजरिए से सोनू त्यागी ने कहा कि भारतीय परंपराओं में परिवार और रिश्तों के बीच मर्यादा, सादगी और सम्मान को हमेशा महत्व दिया गया है। उन्होंने कहा, “भाई-बहन का रिश्ता हमारी संस्कृति के सबसे पवित्र रिश्तों में से एक है। इसे संवेदनशीलता, गरिमा और सम्मान के साथ दिखाया जाना चाहिए। किसी पवित्र त्योहार को रिवीलिंग फैशन दिखाने का मंच बनाना प्रगतिशीलता नहीं है। यह उस त्योहार और उससे जुड़ी भावनाओं के प्रति असंवेदनशीलता है।”

अब विज्ञापन वापस लिए जाने के बाद सोनू त्यागी ने कहा कि यह जरूरी है कि ब्रांड्स लोगों की भावनाओं को समझें और भारतीय त्योहारों से जुड़े विज्ञापन बनाते समय संस्कृति का सम्मान करें। उन्होंने कहा कि विज्ञापन की दुनिया में क्रिएटिविटी और आधुनिक सोच जरूरी है, लेकिन इसका मतलब यह नहीं है कि त्योहारों की मूल भावना को नजरअंदाज कर दिया जाए। ब्रांड्स आधुनिक और आकर्षक विज्ञापन बना सकते हैं, लेकिन उनमें संस्कृति, परंपरा और रिश्तों की गरिमा का भी ध्यान रखा जाना चाहिए।

सोनू त्यागी ने कहा कि जीवा द्वारा विज्ञापन वापस लिए जाने के बाद यह मामला विज्ञापन और मार्केटिंग इंडस्ट्री के लिए भी एक महत्वपूर्ण संदेश है। किसी भी त्योहार पर विज्ञापन बनाते समय केवल चर्चा, व्यूज और वायरल होने को सफलता का पैमाना नहीं बनाया जाना चाहिए। लोगों की भावनाओं और सांस्कृतिक संदर्भ को समझना भी उतना ही जरूरी है।

सोनू त्यागी एक जाने-माने अवार्ड-विनिंग  लेखक, निर्देशक और निर्माता हैं और उन्हें भारतीय मीडिया और एंटरटेनमेंट इंडस्ट्री में दो दशक से अधिक का अनुभव है। उन्होंने साइकोलॉजी में डिग्री ली है और एडवरटाइजिंग मैनेजमेंट, जर्नलिज्म और फिल्ममेकिंग की भी पढ़ाई की है। उन्होंने अपने करियर की शुरुआत प्रमुख एडवरटाइजिंग एजेंसियों और मीडिया हाउसेज के साथ की और 24 वर्ष की उम्र में अपने वेंचर्स की शुरुआत की। उन्होंने प्रोडक्शन, मार्केटिंग, राइटिंग और क्रिएटिव कंसल्टेशन के क्षेत्र में 40 से अधिक बॉलीवुड फिल्मों में योगदान दिया है।

उन्होंने अभिनेता राकेश बेदी अभिनीत आध्यात्मिक वेब सीरीज टू ग्रेट मास्टर्स का सह-निर्माण और क्रिएशन किया है। यह सीरीज स्वामी विवेकानंद और परमहंस योगानंद की शिक्षाओं पर आधारित है। वह राजपाल यादव, ब्रजेंद्र काला, हेमंत पांडे और सारा खान अभिनीत व्यंग्यात्मक हिंदी कॉमेडी फिल्म कैंप डीसेंट के क्रिएटिव प्रोड्यूसर हैं। वह ग्लोबल फिल्म लिबरेशन के सह-निर्माता भी हैं।

सोनू त्यागी को उनके काम के लिए युवा रत्न अवॉर्ड, बिज इंडिया 2010 अवॉर्ड, सर्विस एक्सीलेंस अवॉर्ड और पीआर एजेंसी ऑफ द ईयर अवॉर्ड सहित कई सम्मान मिले हैं। उन्हें मानसिक स्वास्थ्य के क्षेत्र में टॉप मोस्ट लीडर्स इन मेंटल हेल्थ के रूप में भी सम्मानित किया गया है।

अप्रोच एंटरटेनमेंट ग्रुप की स्थापना और नेतृत्व सोनू त्यागी करते हैं। यह एक मल्टी-वर्टिकल एंटरटेनमेंट और कम्युनिकेशंस ग्रुप है। यह फिल्म प्रोडक्शन, सेलिब्रिटी मैनेजमेंट, एडवरटाइजिंग और कॉरपोरेट फिल्म्स, फिल्म मार्केटिंग, इवेंट्स और एंटरटेनमेंट मार्केटिंग के क्षेत्र में काम करता है। ग्रुप के अंतर्गत अप्रोच कम्युनिकेशंस, जो पीआर, डिजिटल और इंटीग्रेटेड कम्युनिकेशंस एजेंसी है, और अप्रोच बॉलीवुड, जो बॉलीवुड और एंटरटेनमेंट न्यूजवायर और ऐप है, भी शामिल हैं। ग्रुप भारत के कई प्रमुख शहरों में काम करता है और व्यावसायिक काम के साथ सार्थक कंटेंट और सामाजिक मुद्दों पर भी ध्यान देता है।

गो स्पिरिचुअल की स्थापना सोनू त्यागी ने एक आध्यात्मिक और वेलनेस संगठन के रूप में की है। यह आध्यात्मिक जागरूकता, समाज सेवा, मानसिक स्वास्थ्य और वेलनेस, आयुर्वेद, मीडिया, आध्यात्मिक पर्यटन, ऑर्गेनिक जीवन और सामाजिक मुद्दों के क्षेत्र में काम करता है। गो स्पिरिचुअल, अप्रोच एंटरटेनमेंट ग्रुप की एक पहल है। यह गो स्पिरिचुअल न्यूज मैगजीन और ऐप भी चलाता है और भविष्य में वेब टीवी और ओटीटी कंटेंट शुरू करने की योजना है। इसका उद्देश्य सकारात्मक, आध्यात्मिक और जागरूक जीवन से जुड़ा कंटेंट लोगों तक पहुंचाना है। गो वेज और भूख मिटाओ जैसे अभियानों के माध्यम से गो स्पिरिचुअल करुणा, सांस्कृतिक संवेदनशीलता, आंतरिक संतुलन और सामाजिक जिम्मेदारी को बढ़ावा देता है।

For More Information, contact Go Spiritual / Approach Entertainment Group at 9820965004 / 9716962242

 Email:  info@approachentertainment.com.

Visit www.approachentertainment.com and www.sonutyagi.com

The post सोनू त्यागी ने कृति सेनन के रक्षाबंधन विज्ञापन पर उठाए सवाल, विवाद के बाद विज्ञापन वापस first appeared on Approach Bollywood.

In its official statement shared on Instagram, GIVA said: “If our recent advertisement has inadvertently hurt the sentiments of some segments of society, that was not our intent at all. Out of respect, we have withdrawn the said advertisement from all media. Wish you all the love & positivity this festive season!”

The advertisement had sparked controversy primarily over Kriti Sanon’s choice of attire — an off-white bralette-style blouse paired with a cape and draped skirt — which many viewers felt was inappropriate for a campaign centred on the sacred brother-sister festival of Raksha Bandhan. Critics argued that the styling shifted focus away from the spiritual and cultural essence of the occasion and towards a fashion-driven visual that appeared designed more for attention than tradition.

A day before the withdrawal, Kriti Sanon had addressed the criticism in a note on Instagram. She wrote that the essence of festivals lies in emotions and the meaning attached to traditions rather than clothing. She questioned the practice of measuring a woman’s respect for culture by her neckline and asked when society would stop telling women what to wear. She also shared how she and her sister celebrate the festival by tying rakhi to each other and extending the bond of protection to their pets.

Reacting to the brand’s decision to withdraw the advertisement, Sonu Tyagi, Founder of Go Spiritual and Approach Entertainment, welcomed the move. Tyagi had earlier spoken out against the revealing outfit in the campaign, emphasising that Raksha Bandhan is a deeply spiritual tradition rooted in the pure and protective bond between siblings.

“This is not a film where creative liberty sometimes requires certain kinds of costumes for storytelling. This is an advertisement specifically made for Raksha Bandhan. Brands and creators must understand the context and culture while making advertising for Hindu festivals,” Tyagi had said. He had questioned why a woman needed to appear in a revealing dress to celebrate the festival and asked whether the same approach would have been accepted if a male actor had appeared in similar attire.

“Sacred bonds deserve dignity. Just for views, virality or commercial impact, Hindu traditions and women’s dignity should not be exploited. When the focus shifts to a revealing outfit, the audience stops seeing the festival and starts seeing only the clothing,” he had added.

Welcoming GIVA’s decision, Tyagi noted that the brand’s acknowledgement and withdrawal reflect a positive step towards greater cultural sensitivity. “It is encouraging when brands listen to public sentiment and choose respect over controversy. Festivals carry deep emotional and spiritual meaning for millions. Advertising around them should enhance that meaning rather than distract from it.”

The episode has once again highlighted the ongoing debate around cultural sensitivity in commercial advertising, particularly during religious and traditional festivals, and the responsibility of brands and celebrities to balance creativity with respect for public sentiments.

The post Kriti Sanon’s Raksha Bandhan Ad Withdrawn by Brand GIVA Amid Widespread Criticism first appeared on Approach Bollywood.

Kohli was admitted to Kokilaben Dhirubhai Ambani Hospital in Mumbai after feeling unwell. According to family members, he experienced restlessness and a mild heart attack on Monday night. He underwent angioplasty, and a stent was placed to treat a blockage. He appeared to be recovering well.

However, on Tuesday around 5:15–5:30 PM, he suffered a massive cardiac arrest. His brother-in-law Balraj Irani confirmed that Kohli had been talking to family members moments before he collapsed. Despite medical efforts, he could not be revived.

Aruna Irani’s spokesperson shared that the actress was on a call and exchanging messages with her husband when the tragedy struck. The two were in a light, playful mood just before he stopped responding.

Filmmaker Ashoke Pandit, a close friend of Kohli, also confirmed the news. In an emotional Instagram post, Pandit wrote: “My heart is breaking as I announce the passing of filmmaker Kuku Kohli. Today, I have lost a great friend and a great filmmaker. He was the General Secretary of IFTDA and IMPPA. This is a great loss to the film fraternity.”

Pandit further informed that the last darshan will be held on Wednesday at Green Acres, Lokhandwala, at 9:30 AM, followed by the last rites at Oshiwara Crematorium around 10:30–11:00 AM.

Kuku Kohli (born Avtar Kohli on June 4, 1949, in Peshawar) began his career under the legendary Raj Kapoor, working on films such as Bobby, Prem Rog and Satyam Shivam Sundaram. He later assisted on Sunny Deol’s debut Betaab.

He made his directorial debut with Phool Aur Kaante (1991), which became a major commercial success and introduced Ajay Devgn as a leading man. Kohli went on to direct several films in the 1990s, including Kohraam (1991), Suhaag (1994), Haqeeqat (1995), Anari No. 1 (1999), Zulmi (1999) and Yeh Dil Aashiqanaa (2002). His last film as director was Woh Tera Naam Tha (2004).

Kohli is survived by his wife, actress Aruna Irani (whom he married in 1990), and two daughters from his first marriage to Rita Kohli — producer Pooja Kohli and filmmaker Karishma Kohli (known for co-directing the Netflix series The Fame Game).

The Indian Film and Television Directors’ Association (IFTDA) also issued a statement mourning the loss of its Hon. General Secretary, describing him as a warm, generous and deeply committed member of the fraternity.

Approach Bollywood joins the film industry in offering deepest condolences to Aruna Irani, Pooja Kohli, Karishma Kohli and the entire family.

The post Phool Aur Kaante Director Kuku Kohli Passes Away at 77 After Massive Heart Attack first appeared on Approach Bollywood.

The advertisement, created for brand GIVA, shows the actress in an off-white bralette-style blouse paired with a cape and draped skirt while celebrating Raksha Bandhan. It has drawn widespread backlash for the choice of attire, with many viewers questioning whether such styling is appropriate for a festival that celebrates the pure and protective bond between brother and sister.

Sonu Tyagi stated that Raksha Bandhan is not merely a commercial occasion but a deeply spiritual tradition rooted in the pure and protective bond between brother and sister. “The festival represents a sacred relationship free from physical attraction or display. When an advertisement reduces this pure bond to fashion, skin show and attempts to make content go viral, it dilutes the very spirit of the festival,” he said.

Tyagi questioned the logic of using revealing clothing in the name of modernity or empowerment. “I do not understand why a woman has to be in a revealing dress to celebrate Raksha Bandhan. How does a woman become empowered through less clothing? If the male actor in the same advertisement had appeared in underwear, would that have been accepted as progressive or modern? The answer is obvious. Brands must be culture-sensitive. Just for TRP, views or making an advertisement go viral, Hindu traditions and women’s dignity should not be exploited.”

He further emphasised an important distinction. “This is not a film where creative liberty sometimes requires certain kinds of costumes for storytelling. This is an advertisement specifically made for Raksha Bandhan. Brands and creators must understand the context and culture while making advertising for Hindu festivals. The sacred nature of the occasion demands sensitivity, not sensationalism.”

Tyagi pointed out that when the focus shifts to a revealing outfit, the audience stops seeing the festival and starts seeing only the clothing. “Instead of highlighting the spiritual depth of Raksha Bandhan — the promise of protection, the emotional bond and the cultural rituals — the advertisement appears designed primarily to attract attention through the actress’s attire. This is a clear sign that commercial interests are being placed above cultural respect.”

From a spiritual perspective, Tyagi emphasised that Indian traditions have always valued modesty, especially in the context of family relationships. “The brother-sister bond is one of the purest relationships in our culture. It should be portrayed with sensitivity, grace and respect. Using a sacred festival as a platform for revealing fashion is not progressive. It is insensitive.”

Sonu Tyagi is an acclaimed award-winning writer, director and producer with more than two decades of experience in the Indian media and entertainment landscape. He holds a degree in Psychology and has pursued advanced studies in Advertising Management, Journalism and Filmmaking. Beginning his career with leading advertising agencies and media houses, he founded his own ventures at the age of 24. He has contributed to over 40 Bollywood films across production, marketing, writing and creative consultation.

He co-produced and created the spiritual web series Two Great Masters starring Rakesh Bedi, which explores the teachings of Swami Vivekananda and Paramahansa Yogananda. He serves as Creative Producer on the satirical Hindi comedy Camp Decent, starring Rajpal Yadav, Brajendra Kala, Hemant Pandey and Sara Khan, and is also co-producing the global film Liberation. His work has earned recognitions including the Yuva Ratn Award, the Bizz India 2010 Award, the Service Excellence Award, the PR Agency of the Year Award, and recognition among the Top Most Leaders in Mental Health.

Approach Entertainment Group, founded and led by Sonu Tyagi, is a multi-vertical entertainment and communications powerhouse. The group specialises in film production, celebrity management, advertising and corporate films, film marketing, events and entertainment marketing. It also houses Approach Communications, a PR, digital and integrated communications agency, and Approach Bollywood, a dedicated Bollywood and entertainment newswire and app. With operations across key cities in India, the group is known for blending commercial excellence with meaningful content and social impact.

Go Spiritual, founded by Sonu Tyagi, is a spiritual and wellness organisation dedicated to spiritual awareness, philanthropy, mental health and wellness, Ayurveda, media, spiritual tourism, organic living and social causes. It operates as an initiative of Approach Entertainment Group and runs platforms including Go Spiritual News Magazine and App, with plans for Web TV and OTT content focused on uplifting and conscious living. Through campaigns such as Go Veg and Bhookh Mitao, Go Spiritual continues to promote compassion, cultural sensitivity, inner balance and social responsibility.

For More Information, contact Go Spiritual / Approach Entertainment Group at 9820965004 / 9716962242

 Email:  info@approachentertainment.com.

Visit www.approachentertainment.com and www.sonutyagi.com

The post Sonu Tyagi, Founder of Go Spiritual & Approach Entertainment, on Kriti Sanon’s Raksha Bandhan Ad: “Sacred Bonds Deserve Dignity, Not Revealing Outfits for Views” first appeared on Approach Bollywood.

Born on 30 September 1922 in Calcutta (now Kolkata), Mukherjee began his career as a cameraman and editor at New Theatres before moving to Mumbai. There he worked closely with mentor Bimal Roy on landmark films such as Do Bigha Zamin and Devdas. His own directorial debut, Musafir (1957), met with limited success, but Anari (1959) announced his arrival. Over four decades, he directed 42 films that reflected the changing ethos of India’s middle class.

Mukherjee’s genius lay in his ability to walk a middle path — between the extravagance of mainstream commercial cinema and the stark realism of art-house films. His stories were deceptively simple yet deeply insightful: the dignity of honesty in Satyakam, the bittersweet joy of living in Anand, the playful linguistic comedy of Chupke Chupke, the family chaos and eventual harmony of Gol Maal and Khubsoorat, and the tender coming-of-age tale of Guddi.

He had a rare gift for extracting natural, heartfelt performances. Rajesh Khanna and a young Amitabh Bachchan shared the screen in the unforgettable Anand (1971). Jaya Bhaduri made her Hindi cinema debut in Guddi. Dharmendra revealed a comic side in Chupke Chupke. Films like Abhimaan, Bawarchi, Namak Haraam, Anupama, and Aashirwad further showcased his range — from domestic drama and social commentary to light-hearted satire.

Mukherjee’s films celebrated everyday values: integrity, empathy, humour, and quiet resilience. They avoided melodrama and spectacle, relying instead on sharp writing, nuanced direction, and an unpretentious style that resonated across generations. His work earned him the Dadasaheb Phalke Award in 1999, the Padma Vibhushan in 2001, multiple National Film Awards, and several Filmfare Awards. He also served as chairman of the Central Board of Film Certification and the National Film Development Corporation.

Hrishikesh Mukherjee passed away on 27 August 2006 in Mumbai at the age of 83 after a long battle with kidney failure. Yet his cinema endures. In an industry often driven by larger-than-life heroes and high-octane drama, Hrishi-da’s simple, classic stories continue to remind audiences of the beauty in ordinary lives — a legacy that keeps him forever among Bollywood’s greatest directors.

The post Hrishikesh Mukherjee: The Maestro of Simple Stories Who Defined Classic Bollywood first appeared on Approach Bollywood.

The evening’s two major honours saw Infidigit crowned Marketing Agency of the Year at the mCube Awards, while Warner Bros. Discovery was named Video Publisher of the Year at the vIDEA Awards.

A key highlight of the event was the fireside chat, “Marketing Without Boundaries: Winning in an AI-First, Creator-Led & Data-Driven World,” between Dr. Ankoor Dasguupta, Chief Experience Officer, Garage Collective and Gaurav Bansal, Sr. Director & Head – Marketing & Communications at SHRM India, APAC & MENA. The conversation explored the evolving role of AI, creators, data and digital transformation in shaping modern marketing.

The awards were evaluated by an esteemed jury comprising Amitabh Biswas, Times Network; Archana Roche, Truecaller; Balaaji Vaidyanathan, Franklin Templeton; Dr. Ankoor Dasguupta, Garage Collective; Imran Qadri, Harley-Davidson Motor Company; Jiteen Aggarwal, Hettich India; Kunal Madhavdas, Netflix; Madhu S. Dutta, House of MSD; Prasad Pimple, Kotak Life; Saurabh Varma, Saurabh Varma Pictures; Shalu Zala, HSBC; Sharmila Sandeep, CG Power and Industrial Solutions; Shefali Khalsa, TransUnion CIBIL; Sudhanshu Tripathi, Quick Heal; Sukhpreet Singh, Dish TV (Zee Group); Swati Bansal, Henkel; Varsha Ojha, IIFL Finance; and Vishesh Sharma, PL Capital.

The event recognised Canara HSBC, Warner Bros. Discovery, Mobius Foundation, GMR Sports, Dubai Capitals, KSRTC, Trivayu Media Works, Kelvinator, Rocketship Films, Waghmare Masale, Interactive Bees, HSBC RuPay Credit Card, Friends Adult Diapers, Nobel Hygiene, Blancanvas Communications, Canara HSBC Life Insurance, Trident Group, Syngenta, ICICI Lombard, Goldmine, John Deere and Flipkart, along with Infidigit, HSBC Bank, HFCL, Everhope, Concept PR, Federal Bank, Ujjivan Small Finance Bank, Cipla, AgriWatch, Home Credit, Chitkara University, Jagran New Media, BombayMills, Sattva City Launch, Tata Tele Business Services, Stanley Tools, Luminous, Canara Bank, Pidilite, Garage Collective and ARM Worldwide and more.

Inkspell Elevate 2026 was supported by Approach Entertainment – PR & Communications Partner, Go Spiritual – Spiritual Partner, Global Trends Forum – Media Partner, India Creative Industries Council – Media Partner, and ED Times – Blog Partner.

With its combination of industry insights, networking and recognition, Inkspell Elevate 2026 celebrated the people, brands, agencies and campaigns shaping the future of marketing, media and visual storytelling.

Inkspell Media is a leading B2B media and events company that conceptualises and executes conferences, awards, leadership forums and knowledge platforms across marketing, advertising, media, technology, content, digital transformation and business leadership.

For more information, contact: Approach Entertainment / Approach Communications

Phone: 9820965004 / 9716962242

Email: info@approachmentertainment.com     

Website: www.approachmentertainment.com | www.approachcommunications.in

The post Inkspell Elevate 2026: Infidigit Wins Marketing Agency of the Year, Warner Bros. Discovery Named Video Publisher of the Year first appeared on Approach Bollywood.

Organised by Inkspell Media, Inkspell Elevate 2026 is one of India’s most anticipated gatherings of marketing, branding, advertising, digital and video industry leaders. Scheduled for Friday, 7th August 2026 at The Auditorium, DLF Cyber Park, Gurugram, beginning 3:00 PM onwards, the evening will bring together top marketing leaders, brand strategists, digital innovators, content creators, filmmakers and industry decision-makers for a powerful confluence of thought leadership, high-level networking and recognition of excellence.

This landmark edition marks the 10th Edition of the mCube Awards (Masters of Modern Marketing Awards) and the 8th Edition of the vIDEA Awards (Video Media Awards). These prestigious platforms celebrate outstanding achievements and innovation across modern marketing, digital transformation, branding, advertising, content, media strategies and video excellence, while fostering meaningful conversations on the future of the industry.

As the Official Spiritual Partner, Go Spiritual will bring a unique dimension of mindfulness, inner balance and holistic wellness to the event. The organisation will contribute its expertise to infuse the summit with conscious leadership perspectives, emphasising the importance of mental wellbeing, ethical practices and mindful growth in today’s fast-paced marketing and digital world.

A key highlight of the evening will be the panel discussion titled “Marketing Without Boundaries: Winning in an AI-First, Creator-Led & Data-Driven World,” moderated by Dr. Ankoor Dasguupta, Chief Experience Officer at Garage Collective, and featuring senior industry leaders from ITC Hotels, The Medical Travel Company and SHRM India, APAC & MENA.

Commenting on the partnership, Sonu Tyagi, Founder of Go Spiritual and Approach Entertainment Group, said: “We are delighted to be the Spiritual Partner for Inkspell Elevate 2026. In an industry driven by speed, technology and constant innovation, it is essential to balance professional excellence with inner wellbeing and conscious leadership. Go Spiritual is proud to support this prestigious platform by bringing mindfulness and holistic perspectives that complement the dynamic conversations on modern marketing and video innovation.”

Sonu Tyagi is an acclaimed writer, director, producer and visionary entrepreneur with qualifications in Psychology, Advertising Management, Journalism and Filmmaking. With extensive experience across top advertising agencies and media houses, he seamlessly blends creative expertise with a deep commitment to spirituality, mental health and social causes. He has co-produced the critically acclaimed spiritual web series Two Great Masters and is currently involved in the upcoming global film Liberation and the satirical comedy Camp Decent. He was recently honoured as one of the “Top Most Leaders in Mental Health” at the 7th World Mental Health Congress & Awards.

About Go Spiritual Go Spiritual is a leading Spiritual & Wellness organisation working towards promoting spirituality, spiritual awareness, mental health, wellness, spiritual tourism, events, media and social causes. Operating under the Approach Entertainment Group, Go Spiritual has recently launched its News Magazine & App and is preparing to introduce the Go Spiritual Web TV & OTT platform to deliver uplifting and conscious content.

About Approach Entertainment Group Approach Entertainment and Approach Communications are two separate units under the Approach Entertainment Group. Approach Communications is a full-fledged award-winning PR, Digital & Integrated Communications Agency. Approach Entertainment is an award-winning Celebrity Management, Films Productions, Advertising & Corporate Films Productions, Films Marketing, Events and Entertainment Marketing Company. The group also includes Approach Bollywood — a specialised Bollywood newswire and app.

For more information, please contact:

Approach Entertainment & Communications

Phone: +91-9820965004 / +91-9716962242

Email: info@approachentertainment.com

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

The post Go Spiritual Named Official Spiritual Partner for Inkspell Elevate 2026 first appeared on Approach Bollywood.

नई दिल्ली: इंकस्पेल मीडिया ने इंकस्पेल एलीवेट 2026 के आयोजन की घोषणा की है। यह कार्यक्रम भारत के मार्केटिंग, ब्रांडिंग, विज्ञापन, डिजिटल और वीडियो उद्योग से जुड़े प्रमुख विशेषज्ञों, कंपनियों और ब्रांड्स का एक प्रतिष्ठित मंच है। यह आयोजन 7 अगस्त 2026 (शुक्रवार) को द ऑडिटोरियम, डीएलएफ साइबर पार्क, गुरुग्राम में दोपहर 3:00 बजे से आयोजित किया जाएगा।

इस कार्यक्रम में दो प्रतिष्ठित पुरस्कार समारोह आयोजित किए जाएंगे। पहला है एमक्यूब अवॉर्ड्स (आधुनिक विपणन के महारथियों के सम्मान पुरस्कार) का 10वां संस्करण, जबकि दूसरा है वीआइडिया अवॉर्ड्स (वीडियो मीडिया पुरस्कार) का 8वां संस्करण। इन पुरस्कारों के माध्यम से मार्केटिंग, डिजिटल ट्रांसफॉर्मेशन, कंटेंट, ब्रांडिंग, विज्ञापन, मीडिया और वीडियो प्रोडक्शन के क्षेत्र में उत्कृष्ट कार्य करने वाले व्यक्तियों, कंपनियों और संस्थाओं को सम्मानित किया जाएगा।

इस आयोजन में कई प्रतिष्ठित संस्थाएं सहयोगी के रूप में जुड़ी हैं। एप्रोच एंटरटेनमेंट कार्यक्रम का पीआर एवं कम्युनिकेशंस पार्टनर है। गो स्पिरिचुअल स्पिरिचुअल पार्टनर के रूप में जुड़ा है। ग्लोबल ट्रेंड्स फोरम और इंडिया क्रिएटिव इंडस्ट्रीज काउंसिल मीडिया पार्टनर हैं, जबकि ईडी टाइम्स ब्लॉग पार्टनर की भूमिका निभा रहा है।

एमक्यूब अवॉर्ड्स अपने दसवें वर्ष में प्रवेश कर चुका है और पिछले एक दशक से मार्केटिंग के क्षेत्र में उत्कृष्ट कार्य करने वाले ब्रांड्स, एजेंसियों, मार्केटिंग प्रोफेशनल्स और उद्योग जगत के नेताओं को सम्मानित करता आ रहा है। इन पुरस्कारों में आधुनिक मार्केटिंग, डेटा आधारित रणनीतियों, ग्राहक अनुभव, आर्टिफिशियल इंटेलिजेंस और नवाचार से जुड़े अभियानों को विशेष महत्व दिया जाता है।

वहीं वीआइडिया अवॉर्ड्स का यह आठवां संस्करण वीडियो मीडिया के क्षेत्र में उत्कृष्ट उपलब्धियों को सम्मानित करेगा। इसमें विज्ञापन फिल्में, कॉर्पोरेट फिल्में, डिजिटल स्टोरीटेलिंग, सोशल मीडिया वीडियो, एंटरटेनमेंट, एनीमेशन और उभरते हुए वीडियो फॉर्मेट्स में बेहतरीन कार्य करने वालों को सम्मानित किया जाएगा।

इंकस्पेल एलीवेट 2026 केवल एक पुरस्कार समारोह नहीं है, बल्कि यह उद्योग जगत के लिए सीखने, विचार-विमर्श और नेटवर्किंग का एक महत्वपूर्ण मंच भी है। कार्यक्रम में देशभर के सीएमओ, मार्केटिंग प्रमुख, ब्रांड लीडर्स, डिजिटल विशेषज्ञ, क्रिएटिव डायरेक्टर्स, एजेंसी प्रमुख, कंटेंट प्रोफेशनल्स, फिल्म निर्माता, वीडियो क्रिएटर्स, मीडिया विशेषज्ञ, उद्यमी और उद्योग जगत के निर्णयकर्ता भाग लेंगे।

कार्यक्रम की प्रमुख आकर्षणों में से एक “सीमाओं से परे मार्केटिंग : एआई-प्रथम, क्रिएटर-आधारित और डेटा-संचालित दुनिया में सफलता की नई राह” विषय पर आयोजित विशेष पैनल चर्चा होगी। इसमें उद्योग के वरिष्ठ विशेषज्ञ आधुनिक मार्केटिंग, आर्टिफिशियल इंटेलिजेंस, क्रिएटर इकोनॉमी और डेटा आधारित रणनीतियों पर अपने विचार साझा करेंगे।

इंकस्पेल मीडिया के प्रवक्ता ने कहा, “इंकस्पेल एलीवेट आज भारत में मार्केटिंग और वीडियो कम्युनिकेशन के क्षेत्र में उत्कृष्टता को सम्मानित करने वाला एक विश्वसनीय मंच बन चुका है। एमक्यूब अवॉर्ड्स के 10वें और वीआइडिया अवॉर्ड्स के 8वें संस्करण के साथ हम देश के श्रेष्ठ नवाचारकर्ताओं, क्रिएटर्स और उद्योग जगत के नेताओं का स्वागत करने के लिए उत्साहित हैं। यह आयोजन सम्मान, प्रेरणा और सार्थक नेटवर्किंग का एक विशेष अवसर होगा।”

आज के समय में जब व्यवसाय तेजी से आर्टिफिशियल इंटेलिजेंस, डेटा आधारित रणनीतियों, क्रिएटर-आधारित मार्केटिंग और नई डिजिटल तकनीकों को अपना रहे हैं, ऐसे में इंकस्पेल एलीवेट 2026 उन व्यक्तियों, संस्थाओं और अभियानों को सम्मानित करेगा जो इस परिवर्तन का नेतृत्व कर रहे हैं।

मार्केटिंग, मीडिया, विज्ञापन और वीडियो उद्योग से जुड़े सभी पेशेवरों, नामांकित प्रतिभागियों, सहयोगी संस्थाओं और अतिथियों को 7 अगस्त 2026 को द ऑडिटोरियम, डीएलएफ साइबर पार्क, गुरुग्राम में आयोजित इस विशेष कार्यक्रम में शामिल होने के लिए आमंत्रित किया गया है।

इंकस्पेल मीडिया भारत की अग्रणी बी2बी मीडिया एवं इवेंट्स कंपनी है, जो मार्केटिंग, विज्ञापन, मीडिया, टेक्नोलॉजी, कंटेंट, डिजिटल ट्रांसफॉर्मेशन, कस्टमर एक्सपीरियंस, बिजनेस लीडरशिप और अन्य क्षेत्रों में राष्ट्रीय स्तर के सम्मेलन, पुरस्कार समारोह और नेतृत्व मंच आयोजित करती है। अपने प्रमुख आयोजनों के माध्यम से इंकस्पेल मीडिया उत्कृष्टता को सम्मानित करने के साथ-साथ उद्योग जगत में नवाचार, ज्ञान साझा करने और सहयोग को बढ़ावा देती है।

अधिक जानकारी के लिए संपर्क करें:

एप्रोच एंटरटेनमेंट / एप्रोच कम्युनिकेशंस

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The post इंकस्पेल एलीवेट 2026 में जुटेंगे मार्केटिंग और वीडियो जगत के दिग्गज first appeared on Approach Bollywood.