iWorld
ZEE5 campaign promoting ‘Helmet’ garners 85 mn reach
Mumbai: ZEE5’s 360-degree campaign called #HelmetOn promoting its latest release “Helmet” has reached over 85 million people through various ATL and BTL activations, according to the streaming platform.
The campaign brought together celebrities and influencers like Ayushmann Khurrana, Sanya Malhotra, Rajkummar Rao, Sunny Leone, Anubhav Singh Bassi, RJ Anurag Pandey, and Ronit Ashra to encourage conversations around safe sex and condom usage through social activations, influencer outreach program, digital promos, and contests.
The Twitter banter on #HelmetOn with prominent brands like Dunzo, Kamasutra, Bollywoo, News Nation, Fever FM and Ixigo drove positive sentiment around the film and generated quirky conversations to tackle stigma associated with the issue in India.
As part of the campaign some high impact BTL activations were also launched to increase awareness on the widespread issue of resistance towards usage and purchase of condoms. These included Mumbai’s favourite auto rickshaws with “Helmet” top circling the city while giving out free condoms to the passengers, condom-shaped zebra crossings on busy streets in Mumbai, and distribution of free condoms in popular hotspots in Mumbai, Delhi and Bengaluru, said the statement.
The star cast of the social comedy film also engaged with over 500 students across colleges in Mumbai, Delhi NCR, Bhopal, Orissa, MP, Pune and Bengaluru to educate them on the issue.
“We are thrilled to have launched #HelmetOn that embraces social issues in a fun, engaging and healthy manner. With people still being reluctant to purchase condoms from a store, we aimed to drive awareness around this topic and encourage the use of protection through this campaign,” said ZEE5 chief business officer Manish Kalra. “Using a well-devised marketing strategy covering the digital landscape, social media, television and out of home space, the campaign has done exceedingly well and we hope to see more consumers engage with us through the campaign and give this social comedy a watch.”
“Helmet is a project that is very close to my heart because it speaks volumes on a social issue which is the need of the hour, in a simple and sweet way. Team Helmet is proud to create awareness about safe sex and work towards alleviating the stigma around condom usage and purchase through engaging campaign,” added “Helmet” producer Dino Morea.
iWorld
Bill Ackman’s Pershing Square makes $64 billion bid to acquire Universal Music Group
Ackman pitches NYSE relisting plan as UMG board weighs unsolicited offer
The hedge fund has proposed a business combination that values UMG at €30.40 per share, representing a hefty 78 per cent premium to its current trading price. The offer includes €9.4 billion in cash alongside stock in a newly formed entity, with shareholders set to receive €5.05 per share in cash and 0.77 shares in the new company for each UMG share they hold.
Under the proposal, UMG would merge with Pershing Square SPARC Holdings Ltd and re-emerge as a Nevada-based entity listed on the New York Stock Exchange. The move is designed to boost investor visibility and potentially secure inclusion in major indices such as the S&P 500.
Pershing Square Capital Management ceo Bill Ackman argued that while UMG’s operational performance remains strong, its market valuation has lagged due to external factors. “UMG’s stock price has languished due to a combination of issues that are unrelated to the performance of its music business,” Ackman said, pointing to concerns ranging from shareholder overhang to delayed US listing plans.
Ackman also flagged what he sees as untapped potential in UMG’s balance sheet and a lack of clear capital allocation strategy. He added that the market has not fully recognised the value of UMG’s €2.7 billion stake in Spotify, alongside gaps in investor communication.
The proposed transaction would also result in the cancellation of around 17 per cent of UMG’s outstanding shares, while maintaining its investment-grade balance sheet. Pershing Square has said it will fully backstop the equity financing, with debt commitments secured at signing. The deal is targeted for completion by the end of the year.
UMG, however, has struck a measured tone. The company confirmed that its board has received the non-binding proposal and will review it with advisers. It reiterated confidence in its current strategy and leadership under Lucian Grainge, signalling no immediate shift in stance.
The proposal comes at a time when global music companies are navigating evolving investor expectations, streaming economics and capital allocation pressures. For Pershing Square, the bet is clear: sharpen the financial story, relist in the US, and let the music play louder in the markets.
Whether UMG’s board is ready to change the tune remains to be seen, but the spotlight on its valuation just got a lot brighter.
