K B Akshara, kb.akshara007@gmail.com


ABSTRACT                                   Full Text


Without a doubt, Indian cinema has been the cultural repertoire of the Indian society both in India and abroad. It has time and again aimed at capturing the essence of the 'Indian spirit', ethos, pathos and logos of the general public and people of Indian origin (living around the world). In the 100 odd years of Indian cinema that has elapsed, the filmmakers have strived to mirror the changing mindset of the Indian people and the culture that has transformed through the ages. However, the representation of certain outlooks is still considered a taboo in the Indian society, and therefore has had no allowance in the films as well. So, either the filmmakers prefer to stick to established stereotypes, or take the bold step to challenge any such pigeonhole mindset. A striking instance adducing such behaviour amongst filmmakers is apropos of alternative sexuality, also termed as sexual minority. Sexual minority alludes to people who can generally be broadly categorised as lesbian, gay, transgender, bisexual and queer (LGBTQ) appertaining to their sexual orientation. In context of the Indian society, this is a community that has been marginalised for centuries, and thus are sidelined by the mainstream cinema, devoid of an authentic voice and true representation.



Shayne Dias, shaynedias.93@gmail.com


ABSTRACT                                        Full Text            


The portrayal of women in cinema, particularly in Hollywood, has always remained somewhat uniform since cinema took off. Women were almost unquestionably portrayed as being below men on the social totem pole; every woman character has been depicted as one dimensional in the sense that they always need a man to rescue them from their plight. Also, proper character development was not given to women and mostly it was their romantic sides that were given more attention in films. 

Of course, this has changed in recent times. Although the change in mindset is still a work in progress, the world in general is moving towards accepting the fairer sex as being equal to their male counterparts. Naturally, this is something that is being reflected in modern cinema as well, with woman centric movies being well-received both critically and commercially. On the silver screen, women are no longer waiting for men to come and save them; they are strong, independent and as a result are able to save the world themselves.

That being said, there are still improvements that can be made in the way women are projected in cinema. Quite often, stereotypes are reinforced by depicting women characters in certain ways even in modern times, which is something that is counterproductive to the idea of gender equality. 

Objectives of the study are to note how women are portrayed as leads in movies as well to chart the way their characters are now multi-dimensional. “Gone Girl”, “Fargo”, “She’s The Man” and “Bend It Like Beckham” will be analyzed with the expected outcome of the study showing that while women are portrayed better, there is still a little place for improvement in this regard.





Arushi Jain, 18.arushijain@gmail.com


ABSTRACT                            Full Text                


Animation can be a cartoon, a form of entertainment but in this paper the focus is on the potential of animation as a tool of education.Education has been dominated by long forms of verbal presentation. In this paper the aim is to determine whether students learn better with animated content compared with verbal and textual presentation. Animated materials are widely recognized to holdgreat potential for improving the way of learning. The material in video form or animation isexposed to learners.Animation is processed with the combination of the visual and verbal content.Animationcontent can have a great impact in providing education.In animation field, manysoftware companies have developed productiontoolboxes for animation content in education,from the perspective of techniques used in animation.Educational technology has made available in new forms of representations, such as animation. Each new representation impacts the outcomes and processes of learning.Animation is one form of representation of innovative education and computers can develop interest in discovering and understanding the knowledge through animated content in computer-based environments.




Ashna Madan, ashnamadan@ymail.com

Riddhima Khosla, riddhimakhosla2@gmail.com​


ABSTRACT                                                   Full Text


In today's opportunity Celebrity support has turned into a vital instrument in promoting. Ordinary shoppers are generally presented to a great many voices and pictures in magazines, daily papers, announcements, sites, radio and TV, and so forth. Each brand endeavors to take no less than a small amount of a man's a great opportunity to illuminate them of the distinctive properties of their product through different mediums, publicizing being a standout amongst the most imperative. In a spot like India where Bollywood stars and cricketers are loved and admired, advertisers and sponsors see this as a chance to get , extend their operations, advance their items and make a more extensive shopper/client base. It has turned into a pattern furthermore a triumphant recipe for brands particularly when a brand is in emergency circumstance. Numerous brands still don't go for big name or celebrities supports as they need to regard their brand as a celebrity, likewise these brands need not bother with an assistance or strife with any celebrities as they don't need that the superstar overwhelms their brand i.e. the general population don't recollect the brand yet the superstar. Individuals with higher levels of education might be less influenced by celebrity than those with less education.

So the present research paper focuses on different effects of celebrity endorsement on different education level of people. A structured questionnaire tool has been developed to know the attitude of people with different education level towards celebrity endorsement and how it affects their purchase decision.




Mohita Khurana, mohita.khurana26@gmail.com


ABSTRACT                                             Full Text


India is growing rapidly, loyalty initiative programs are becoming popular and retailers understand the important aspects of relationship marketing tool as a part of customer relationship management.

 Consumer satisfaction, productivity and quality are the given importance in today’s business scenario that demands sustainable efforts on the part of the organization. It is important that every company should understand and meet the needs of consumer’s expectation in order to stay in the market and have competitive edge. However, due to increase expectations, intense competition and rapid entry of new business concepts and formats, existing companies are finding it difficult to retain their customers along with managing the profits. Uncertainty of the economic environment has also lead to the loyalty issues to companies.

In order to develop and maintain loyalty among the customers, it has become important to find out ways that will drive loyalty in a particular market. In past, many organizations have adopted a customer focus i.e. formal program of Customer Relationship Management. Recently there is a new advancement in information technology which provides a tool to marketing managers to design a new age of CRM tactics. These tactics are adopted by different organizations which is called customer loyalty program. 

The study is to examine the concepts and significance of loyalty programs in building consumer relationship management. It examines and compares the genders preferences towards the benefits of loyalty program i.e. economic benefit (personalization and visibility status) and psychological benefit (saving points and discounts). It highlights and evaluates consumer’s increase in their purchase level of products after joining a loyalty program and does these loyalty program make consumer loyal towards the brand.



Tanvi Mahajan, tanviasco@gmail.com            


ABSTRACT                             Full Text


We are living in a world of delusion. The impact of advertisements on our minds is up to such an extent that we believe almost anything and everything. Such is the case with fairness creams. We might not have bothered about our skin tone till these ads started bombarding us with claiming to make us look fairer. With the introduction of fairness creams in the market people have started buying these products only because of the advertising strategies where they have apparently come up with a solution to the problem of a dark skin tone. They depict being dark as a sin; these people are often rejected for marriage, not given preference at the job and are always positioned behind the fairer lot.

The study revolves around the reliability of the fairness creams that have become a fast selling product in the market. With all the controversies over claiming fairness creams intruded me to look into the matter and find out whether these creams actually make us fairer or it’s just a myth. A questionnaire was administered to study the outlook of people towards fairness creams. The responses obtained were recorded and analysed. The results revealed that these fairness creams do make you look fairer up to some extent but they work more of as an anti-tan cream. Even if the fairness creams work the question is – whether it is a short term solution or the fairness will last forever. All the points are thoroughly premeditated and enclosed in the research. The idea is to analyse whether the assertions made by the advertisers are accurate or they are just encouraging false claims.



Ayush Garg, ayush2816@gmail.com


ABSTRACT                           Full Text

“Market Segmentation” refers to an organisation or grouping of people who have somewhat common

Characteristic which makes them demand for the same product. A company can successfully reach their precise customers when they divide the market into similar segments, done through market segmentation.

Psychographic segmentation, a sub-part of market segmentation, is one which defines the market segment by using consumer’s lifestyles, activities, interests as well as his opinions. It also takes into view the psychological aspect of the consumer’s buying behaviour.

The study is to examine the companies in India using psychographic segmentation, deeply analysing any three companies using the same, their objectives and policies for attracting the consumers. Further the study aims to conduct a survey to bring out the genders preferences and loyalty towards the brand they get attracted the most. It highlights and evaluates consumer’s increase in their purchase level of products by getting influenced by the psychographic policy used by the company.


Kriti Dhawan, kdhawan843@gmail.com


ABSTRACT                             Full Text       


Public Relation (PR), which is used to crystallize unformed opinions or neutralise hostile public opinion, has experienced a shift from traditional to digital world in this fast pace world. The emergence of digital and social media has changed the way in which companies or schools interact with the public, which can either build your brand –or do it great harm.

PR in Digital age has changed how to counsel clients to protect their reputations and manage crises. The issues ignored earlier as isolated incidents, now, can be blow up in a matter of second on Youtube, Facebook, and Twitter. Digitalisation can speed up to the reach of articles, news, press release by creating social messaging copy and abstract at Twitter, FB posts, Google+, LinkedIn comments, etc. They even keep freelancers and bloggers to attain sensationalism and maintenance of positive image. Education sector is getting digitalised. Providing every -thing on their media channels or websites.



Ambika Gupta, 90ambikagupta@gmail.com


ABSTRACT                                   Full Text


To begin with and considering the population of the national capital and even deducting the size to a particular district still India is indeed one of the biggest  markets  in  the  world and everyone  wants  a piece of  pie  in  this  market.

Furthermore it is characterized by relationship oriented decision making and a lot of  sentimental  factors  are  considered  in  making  and  buying  decisions, also  keeping  in  mind  that Indian telecom operators are designing their products, promotional campaigns and packaging etc  which  also  influence  the  sentiment  factor  in  decision making. In  order  to keep up  with  the  brand name, company  name, good will, loyalty  and  trust  factor they  bring  up  these  revised  new policies  and  schemes  but  the  main  question and an  important one is that if any user or  customer enquires as to how far are these polices beneficial and whether or not they are implemented  well.

Are  these companies  playing  with  the trust and beliefs of  their  subscribers  and  users by not fulfilling the schemes, usage patterns  and  plans that  initially they  promised their users.

But people and the existing customers  and  users are to  a certain extent satisfied and happy with the schemes offered  by  these  companies  moreover  are  telling  others to  join and  switch from their existing  network  to  their  network  and  service  provider  because of the interesting schemes and offers their service  providers are giving them benefits along with various schemes  and offers  at  low and affordable prices.

Moreover,  there  are  people who found these  schemes and policies  interesting  as  it very well suits their pocket  and budget as well as  with  the  digitalization  of  everything  now a days  it  has become even  more  easy  and  handy  when  it  comes to  portable charges, scratch  coupons along  with  unlimited  usage offers  and  schemes, but  again  it  depends  whether  it’s  a  private service provider or a government oriented one. The  functioning  of  both  the  operators  are  very  different from one  another.





Sonia Sethi, soniasethi495@yahoo.in


ABSTRACT                         Full Text


Social media has now become a important part of our lives as initially it was thought of as forum for social networking between your friends, family, colleagues and acquaintances. But, now it fulfills other features to such as the “sharing” or “posting” of news, information and events which help start a conversation, debate, invokes an opinion etc. Now with a click or “swipe” of their mobile phones the masses are informed about “trending topics” on their “news feed.” This research paper looks at the impact social media has on the masses and has it led to decline of conventional media platforms in terms of being informed about latest news and happenings.




Ayushee Bhatnagar, bhatnagarayushi.16@gmail.com


ABSTRACT                                                           Full Text

In the age where technology has made things easy and convenient there are some things that have become complicated but necessary, same are the case with advertising. For the advertising companies, reaching to their target audience has become a complicated task. A significant shift from print media to electronic media has been observed in the recent past years. Taking this as the starting point, the study aims at the three main objectives first to explore the most effective medium for advertising, second to examine which media is contributing more towards consumers level of awareness and third brand having high recall value in print and electronic media. In the present study electronic media includes television and print media includes newspapers and survey has been conducted on the FMCG products. Lastly, the study will be significant in showing the importance of multiplatform advertising in the near future.



Shreya Mathur, shreyamathur080794@gmail.com


ABSTRACT                                            Full Text


Advertising a concept in today’s time is a means of selling the product, to influence and manipulate the consumer, to make them understand why the product is good for them and most importantly why would the consumer need the product. Fast Moving Consumer Good (FMCG) advertising can be one of the sectors that laid a brick to what has become a necessity. However, despite same brand across world specific country has its own nature of Advertising. In order to sell their products many prefer to insert elements consumers are familiar with these can range from patriotism, family, friends or even current trends in the society.

The difference in nature of advertising can be found in U.S.A and India respectively. Despite same brands, the advertising in U.S.A are more outward, boldly, focusing on individual and peer choices whereas India advertising are more soft, subtle and family oriented in nature. This helps in identification of various aspects of nation and plays a major role in creation of perception of other nations.

Journal of Media Studies & Research, ISSN - 2456-2289, Vol. 1, Issue 1,
Jul -Dec, 2016