Mumbai: Mindshare, India?s leading media services agency has recently created a unique milestone for itself on the back of a powerful digital media strategy. A record breaking 1 million hits were clocked for the ?Boost Sachin Anthem? in just under 2 days, making it the fastest video on Youtube to have reached a million views. Hosted on Youtube on the 8th of Feb 2012, sung by the latest rage, Dhanush from the Kolaveri fame, the anthem video now boasts of a Gold Trending Medal from YouTube, with over 4 million views as on February 22, 2012.

The challenge for Mindshare was to create buzz around the brand and noteworthy 23 year long association with Sachin Tendulkar as their brand Ambassador. Therefore there could not have been a better proposition than creating a dedicated anthem in the honor of the little master that no other brand but BOOST was rightfully placed to proclaim.

Task was twofold ? First and foremost bringing the idea to life! This involved creating a powerful piece of content with carefully thought out celebrity recommendation, to scripting and final production, all of it mandated to the in-house content experts within Mindshare ESP.

Two - Tactfully seeding the content, where ?people? would make it viral. To accelerate this, the Search and Social Media Experts at Mindshare went onto ingeniously seeding the content through contextual search and social media platforms of Twitter, Facebook and Youtube.

?The purpose of strategy at Mindshare is very simply to try and turn our brands into currencies of popular culture. Cultural currencies that fuel consumer conversations are far more valuable in today?s wired world than passive opportunities to see. The Sachin anthem is a great example of this belief. The team spotted an existing cultural meme in Dhanush and then went on to leverage it via executional excellence across content production, brand integration & social seeding. The BOOST case also highlights the necessity of jugalbandis between strategy and the content & digital technology teams to create meaningful brand led cultural currencies,? says Alok Sinha, Leader Strategy - South Asia at Mindshare.

Leading the mantle, the Mindshare strategy team required not just meticulous, but dynamic planning on a real time basis. By putting the brand?s content in the hands of the consumers it was a calculated risk and a bold strategic stance by the team and today, Mindshare stands tall as GSK?s proud partners, while history is being written.

?As a part of our marketing efforts on BOOST, this time around, we wanted to celebrate Sachin?s long standing ?Stamina? association with the brand. A Sachin anthem, that people would resonate and rise with, was our instinctive choice. While we were certain that Dhanush?s popularity would help accelerate talk ability around BOOST, our partner agency Mindshare?s contribution, through a well thought out strategy and execution in making it a ?first? on many accounts for GSK, has successfully brought our intent to life,? says Jayant K Singh, Executive Vice President, Marketing, Glaxo Smithkline Consumer Health Care.

MUMBAI: Reliance Home Video & Games has released George Clooney?s The Ides of March, a 2011 American political film on DVD and VCD.

The Ides of March takes place during the frantic last days before a heavily contested Ohio presidential primary, when an up-and-coming campaign press secretary (Ryan Gosling) finds himself involved in a political scandal that threatens to upend his candidate?s shot at the presidency.

The film, an adaptation of Willimon?s 2008 play Farragut North stars Ryan Gosling, George Clooney, Philip Seymour Hoffman, Paul Giamatti, Marisa Tomei, Jeffrey Wright and Evan Rachel Wood.

The movie has been nominated for the 84th Academy Awards in the Writing (Adapted Screenplay) category.

While the DVD costs Rs 599, the VCD costs Rs 299.

MUMBAI: Reliance Home Video and Games has released the home (Blu-ray 3D, Blu-ray and DVD) of Dolphin Tale and Blu-ray and DVD of Paranormal Activity 3.

Dolphin Tale, starring Harry Connick, Jr., Ashley Judd and Oscar winner Morgan Freeman, is inspired by the amazing true story of a brave dolphin and the compassionate people who banded together to save her life.

It is an uplifting, fun adventure about the healing bonds of family, both human and animal. Swimming free, a young dolphin is caught in a crab trap, severely damaging her tail. She is rescued and transported to the Clearwater Marine Hospital, where she is named Winter. But her fight for survival has just begun.

Losing her tail may cost Winter her life. It will take the expertise of a dedicated marine biologist, the ingenuity of a brilliant prosthetics doctor, and the unwavering devotion of a young boy to bring about a groundbreaking miracle-a miracle that might not only save Winter but could also help thousands of people around the world.

While the Blu-ray 3D costs Rs.1499, the DVDs cost Rs.599 ,VCD Rs.299 and VCD Hindi Rs.115.

Paranormal Activity 3 takes audiences back to where it all began with the masterminds behind the first two films returning to craft a hauntingly chilling follow up.

Directed by Henry Joost and Ariel Schulman, Paranormal Activity 3 has been released on DVD (Rs.599), Blu-ray (Rs.1299), DVD (Rs.125) and VCD (Rs. 115).

Mumbai: Indian tennis legend, 12-time Doubles Grand Slam champion Leander Paes, hosts our Indian special from Chennai. Chennai is heralded as the birthplace of Indian tennis, with the top Indian tennis families the Krishnans and the Armitrajs having been born here and the city hosts the only professional event in South Asia.

In this month?s show, we interview all the big names within Indian tennis. We profile the most successful Indian woman tennis player in history, Sania Mirza. CNN correspondent Mallika Kapur interviews Sania in Mumbai.

Leander takes us to Marina Beach where he used to train, growing up within the Britannia Amritraj Foundation. Here he interviews Vijay Amritraj about his family?s contribution to Indian tennis and his earliest memories of Leander as a young player coming through his academy. Leander then interviews the so-called ?Kings of Indian Tennis?, Ramanathan and his son Ramesh Krishnan, Leander asks them about their family legacy in the game. Ramanathan came closest to winning India?s first singles Grand Slam singles title back in 1960 and 1961, making the semi-final of Wimbledon twice and reaching World Number 3. Leander asks them both why India has never produced a singles grand slam champion. Ramanathan cuts straight to it, saying that kids aren?t trained hard enough from an early age, lack the physicality and mental strength. We visit one of the biggest academies in South India; the Triangle Tennis Trust to see what physical training takes place at grassroots level & Leander interviews one of the most promising players in the Indian game, Vishnu Vardhan, about the obstacles he?s faced coming through the system.

And finally, Leander takes India?s top player Somdev Devvarmann silk shopping and chats to him about his time training in the States and his hopes for his career.

Airtimes:

Thursday, February 23 at 1600
Friday, February 24 at 2300
Saturday, February 25 at 1400
Sunday, February 26 at 2300
Sunday, March 25 at 1400

*Airtimes are subject to change.

MUMBAI: Champions - MOVIES NOW the channel responsible for revolutionizing the way we consumed English movies last year kick-started the trend of showcasing films based on martial arts! With the popular Shaolin blockbuster movie festivals - Shaolin Masters & Shaolin Master Level 1, MOVIES NOW brought some of the most entertaining martial art films on television.

Keeping with the fact the highest rated movies of 2011 on the channel were from the Shaolin genre, this month, MOVIES NOW has taken a step to elevate the genre to a new level by premiering a heartwarming story of endurance and the triumph of human spirit - ‘Champions‘ for the first time in HD.

Champions will introduce viewers to Wushu - the technique of Chinese martial arts which was patronized by none other than action superstar Jet Li! Set against the backdrop of Chinese Olympics, the movie is inspired by real-life events.

Based in 1936 the movie premiered coinciding with the Beijing Olympics and was a runaway success. Champions is inspired by a true story on China announcing their first Olympic team with a handful of martial artists to demonstrate Wushu to the world for the very first time. With so many diverse styles and so many skilled, determined fighters the elimination bouts are grueling.The road to the games is fraught with hardships and heartbreak, and in getting there the participants embark on a journey that will test their strength, skill and spirit to the limit, and their willingness to sacrifice in ways they could never have imagined. Catch this fantastic movie on 23rd February, 2012 at 9 PM only on MOVIES NOW.

Mumbai: Ranbir Kapoor in a never seen before avatar, brings alive the magic of A R Rehman?s breathtaking music and the pain of a Rockstar?s heartbreak for the first time on the small screen. Tune-in to the World Television premiere of the critically acclaimed film, Rockstar only on Star Gold on Saturday, February 25 at 9pm.

Ranbir Kapoor brings alive the ?Karo Dil Ki? philosophy through his journey from the gawky teenager Janardhan Jakhar to his meteoric rise as Rockstar Jordan. With a career defining performance in this movie, Rockstar definitely inspires the viewers to follow their heart and their passion. Premiering the biggest and the latest blockbusters for its viewers is fast becoming the norm at Star Gold.

The World TV Premiere of Rockstar will be seen promoted across the STAR Network. Besides TV, Outdoor in select cities and Social Media is being employed to drive buzz around the premiere on the channel.

Hemal Jhaveri, General Manager, Star GOLD, said, ?We established ourselves as leaders in 2011 with the television premiers of blockbusters like Singham, Bodyguard and Force, and cemented the position in 2012 with Ra One and now the World TV Premiere of Rockstar sets the tone for the year ahead. This will be followed by premieres of other blockbusters like Kahaani, Housefull 2, London Paris New York besides thematic movie festivals like Comedy Picture Lagatar and T20.?

Rockstar is the story of Janardhan Jakhar (Ranbir Kapoor), a simple boy from Delhi who wants to make it big as a rockstar. His friend and canteen owner Khatana (Kumud Mishra), tells him that the only way he can produce good music is if he goes through a heartbreak. Soon JJ meets Heer (Nargis Fakhri), the beautiful, ?heart breaking machine? of St. Stephen?s college. In due course, the two become friends and Heer is set to marry a rich NRI from Prague in spite of her feelings for JJ. Can Jordan ultimately get all that his heart has ever desired or will he lose his heart forever?

Don?t miss out on Ranbir Kapoor?s award winning performance on Star Gold with Rockstar on February 25 at 9 pm.