Aishwarya Rai Bachchan stresses on importance of umbilical cord stem

August 7, 2015

Mumbai, Aug 7: Actress Aishwarya Rai Bachchan, who features in the new advertising campaign of LifeCell - India's first stem cell bank - says the commercial captures moments shared between expectant parents beautifully and will become a part of their journey towards parenthood.

Aishwarya"This is an interesting campaign which positions umbilical cord stem cell banking as one amongst other important things that expectant parents should consider for their child. The ad film maker has beautifully captured the moments of the lives of expectant parents who wish to do their best for their baby. Pregnant couples across the country would easily relate to this film as a part of their journey towards parenting," said Aishwarya, who is also brand's ambassador, in a statement.

The national campaign - Ayushmaan Bhava - aims at creating awareness and increasing uptake for its umbilical cord banking service. In the video, the actress, who is married to actor Abhishek Bachchan and has a daughter Aaradhya, talks about the importance of preserving the umbilical cord stem cells at birth, which can fight many medical conditions and provide a healthy foundation for the child to live a long and healthy life. Conceptualised by the creative team at McCann Mumbai and executed by production agency Electric Dreams, the campaign has been launched after coming out with an affordable umbilical cord stem cell banking service.

V.Ravi Shankar, chief marketing officer of the brand, said: "Ayushmaan Bhava is expected to connect with the larger audience across the country and position the service as a lifetime blessing given at the time of birth". The campaign will be rolled out across television, print, and multiplex media, with the television commercial being aired in five languages including Hindi, Marathi, Telugu, Tamil and Bengali, for four weeks.

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News Network
January 24,2020

Paris, Jan 24: Rahul Mishra and Imane Ayissi made history on Thursday by becoming the first Indian and black African designers to show their clothes on the elite Paris haute couture catwalk.

Only a little more than a dozen of the world's most prestigious luxury labels -- including Dior, Chanel and Givenchy -- have a right to call their clothes haute couture.

All the clothes must be handmade -- and go on to sell for tens of thousands of euros (dollars) to some of the richest and most famous women in the world.

Mishra, an advocate of ethical "slow fashion" who blames mechanisation for much of the world's ills, said "it felt amazing and very surreal to be the first Indian to be chosen." "They see a great future for us -- which will make us push ourselves even harder," the 40-year-old told AFP after his debut show was cheered by fashionistas.

Both Mishra and Cameroon-born Ayissi, 51, are champions of traditional fabrics and techniques from their homelands and are famous for their classy lines.

Ayissi said his selection was "immense" both for Africa and himself.

"I am so proud that I can show my work and showcase real African fabrics and African heritage," he told AFP backstage as celebrities, including the chic head of Unesco, Audrey Azoulay, congratulated him.

Mishra broke through on the Paris ready-to-wear scene after winning the International Woolmark Prize in 2014, the top award that also launched the careers of such greats as Karl Lagerfeld and Yves Saint Laurent.

The purity of his often white creations with their detailed but understated embroidery has won him many fans, including Vogue's legendary critic Suzy Menkes.

The doyenne of fashion's front row called him an Indian "national treasure".

But this time, Mishra turned up the colour palette somewhat with dresses that subtly evoked the jungle paradises and pristine underwater world off the Maldives he worries that one day we might lose.

Appalled by the smoke and pollution that meant he had to keep his four-year-old daughter indoors in Delhi for nearly 20 days in November, Mishra said he imagined a "pure virginal and untamed planet... with ecosystems crafted out of embroidered flora and fauna".

"I am very emotional about it. Sometimes it makes me cry. All our children should be growing up in a better world," he added.

"When I take Aarna (his daughter) to the foothills of the Himalayas and the sky turns blue, she is so happy.

"Once, when she saw the River Ganges, she said: 'Can you please clean it for us so can go for a swim?'"

Mishra said he was reducing the quantity of clothes he was producing while at the same time increasing their quality, with humming birds, koalas and other animals hidden in the hundreds of hand worked embroidered leaves and flowers of his "jungle dresses".

The designer has won ethical and sustainability awards for his work supporting local crafts people in rural India.

"My objective is to create jobs which help people in their own villages," Mishra said.

"If villages are stronger, you will have a stronger country, a stronger nation, and a stronger world," he added.

Ayissi takes a similar stand, refusing to use wax prints popular in West Africa which he dismisses as "colonial".

Dutch mills flooded Africa with cotton printed with colourful patterns borrowed from Indonesian batik in the 19th century, and still dominate the market.

"When we talk about African fashion, it's always wax, which is a real pity," he told AFP, "because it's killing our own African heritage."

Ayissi, a former dancer who worked with singers such as Sting and Seal, told AFP he wanted to open up "a new path for Africa" and find an "alternative way of doing luxury fashion".

He has gone back to using prestigious local materials, like the strip fabric kente woven by the Akan people of Ghana and the Ivory Coast, which was originally worn only by nobles.

The son of an undefeated African boxing champ and a former Miss Cameroon, he also uses appliqued techniques from Benin and Ghana.

Haute couture shows only take place in Paris and the criteria to enter and remain in fashion's elite club are strictly enforced by French law.

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News Network
January 14,2020

Indore, Jan 14: Yoga guru Ramdev has said that Deepika Padukone should hire persons like him for offering correct advice, days after the actress had visited Jawaharlal Nehru University in Delhi following the violence at the campus earlier this month.

"Deepika Padukone needs to study about political, social and cultural issues. She should understand more about our country. Only after gaining knowledge, she should take decisions. I feel she should have persons like Swami Ramdev for correct advice," Ramdev said at an event here on Monday.

On January 7, Padukone joined the protest at JNU after a masked mob entered the varsity campus and attacked the students and teachers with sticks and rods on January 5.

Several BJP leaders questioned the support extended by Padukone. On the other hand, the Congress threw their weight behind the actress for her stand.

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News Network
May 15,2020

New Delhi, May 15: In an attempt to constructively use leisure time during the lockdown, actor Bhumi Pednekar has started learning Kathak from her mother, Sumitra Pednekar, who is a trained dancer of this discipline.

Elaborating on her keenness to enhance her knowledge on the dance form, the actor explained about her routine followed for the dance practice and how much she is enjoying it.

"I wanted to learn kathak for a long time as my mother is a trained Kathak dancer! So, for about an hour in the evening this what I and my mom do. She is quite enjoying it and I'm loving learning it from her!" the 30-year-old actor said.

The growing fear of coronavirus has halted many entertainment shootings and productions. The 'Pati Patni Aur Who' actor referring to the current situation opened about the uncertainties of going back to shootings.

"It has put a big question mark on when will we get back to work and how things are going to be. There's a lot of uncertainty. Of course, our dates and schedules have gone haywire and we can't plan anything," she added.

However, the 'Bala' actor is finding a silver lining among the gloom as she says that the time has given her an opportunity to get back to what she used to love as a child - the habit of reading.

"I was a voracious reader but since entering Bollywood I haven't got a chance to read something at a stretch," she said.

"But now, I have got all the time and I'm making full use of the time at hand. I have been watching TED talks and have been reading a lot about climate change because that is something, I am severely passionate about. This time has been very educational for me," she added.

On the professional front, Pednekar will be soon seen as a leading lady in the Akshay Kumar's 'Durgavati' and award-winning director Alankrita Srivastava's 'Dolly Kitty Aur Woh Chamakte Sitaare'.

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