Mark Kermode on… Kathryn Bigelow, a stylish ruffler of feathers

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From vampire noir to Bin Laden, Point Break to Detroit, the first woman to win an Oscar for best director has never pulled her punches Watching new Jeff Nichols release The Bikeriders , starring Austin Butler and Tom Hardy as 60s Chicago greasers, I was reminded of two other movies: László Benedek’s 1953 Marlon Brando vehicle The Wild One , explicitly cited as an inspiration, and The Loveless , the 1981 feature debut of Kathryn Bigelow , the American film-maker (b.1951) who would go on to become the first woman to win a best director Oscar with her 2008 war drama The Hurt Locker . A symphony of leather-clad posing (with just a touch of Kenneth Anger ), The Loveless was a staple of the late-night circuit in the 80s, often on a double bill with David Lynch’s Eraserhead . Sharing directing credits with Monty Montgomery, Bigelow playfully deconstructed masculinity and machismo in a manner that was one part wry to two parts relish. I remember seeing The Loveless at the Phoenix in East
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Sidharth Malhotra becomes brand ambassador of GOVO; unveils digital ad campaign 'Bass Ka Boss'

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GOVO, a new challenger in the audio technology space, unveiled its latest digital ad campaign, titled "Bass ka Boss," featuring its brand ambassador, actor Sidharth Malhotra. The digital ad features a unique storyline that begins with Sidharth Malhotra inviting a date to his home. Much to her amusement she discovers safety belts fastened onto the couch. The necessity of these safety measures soon becomes evident, as the extraordinary sound produced by GOVO GoBuds takes the listener on a thrilling and immersive audio journey.

This campaign, conceptualized by GOVO and Bottomline Media Pvt Ltd, has garnered significant attention and created a strong buzz. The core concept behind the "Bass ka Boss" ad films is to showcase the exceptional audio capabilities of GOVO's products through an entertaining and engaging narrative. Through incorporating unique and quirky scenarios, the campaign effectively highlights the brand's commitment to delivering superior sound quality and exceptional audio experiences. The innovative storytelling, unexpected twists, and involvement of Sidharth Malhotra proves to be a winning combination that successfully captures the audience's attention and builds their interest in GOVO's offerings.

Speaking about the campaign, Mr. Varun Poddar and Mr. Piyush Jalan, Founder and Co-Founder, GOVO said, “As a brand passionately devoted to serving the dynamic needs of young India, we have consistently championed pioneering marketing techniques that resonate well with our young audience. The collaboration with Sidharth, who is adored by many, has effectively showcased the finest qualities of our products. GOVO devices not only deliver exceptional performance but also encourage moments of ‘tech therapy’, offering an escape from the monotonous routines of everyday life.”

 

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  A post shared by Sidharth Malhotra (@sidmalhotra)

GOVO's "Bass ka Boss" campaign is a testament to the brand’s dedication to building cutting-edge audio technology and delivering outstanding bass experiences. With Sidharth Malhotra as their brand ambassador, GOVO compellingly connects with the youth of India, bringing the enchantment of immersive audio to the forefront like never before.



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