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From Aryan Khan’s D’YAVOL X to Alia Bhatt’s Ed-a-Mamma, Bollywood celeb brands create social media buzz

Take a look at the fashion and beauty brands owned by your favourite stars.

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Aryan Khan's D'YAVOL X

The markets for fashion and beauty products have grown in India over the past few years. Given that the Indian audience looks up to Bollywood for fashion and beauty inspiration, celebrities are pushing products and brands on their social media platforms. 

From being a brand ambassador to endorsing brands on social media to owning a label, Bollywood stars have executed their marketing strategies on fashion and beauty and generating the buzz on social media for their thriving businesses apart from acting.

Take a look at the fashion and beauty brands owned by your favourite stars.

D’YAVOL X by Aryan Khan

Shah Rukh Khan’s son Aryan Khan recently kick-started his career as an entrepreneur. Aryan launched his clothing line D’YAVOL X and the cherry on the cake is that he made his directorial debut with its advertisement. But this is not it. 

The star kid chose his father King Khan as the face of the clothing line which has left the audience breathless. D’YAVOL X was launched on April 30 with its first video advertisement. The website is now live. But the audience is not quite okay with the pricing as a mere sweatshirt of the brand starts at Rs 30,000. 

The luxury streetwear brand is said to sharpen focus on Indian craftsmanship and techniques into the mix. Moreover, the first offering has two tees, two sweatshirts, three hoodies, and the brand’s Signature X jacket, of which only 30 pieces signed by Shah Rukh Khan will be made available, a Vogue India report said.

Read Also: Starting at Rs 24,000, Aryan Khan’s clothing line D’YAVOL X gets trolled for high prices

https://www.instagram.com/p/Crc-8v9oH_f/

82°E by Deepika Padukone

Deepika Padukone’s skincare brand 82°E was launched in 2022. Named after the 82°30′ East, the standard meridian that passes through India, the brand has five luxe products — Gutu Kola Dew toner serum, Ashwagandha Bounce moisturiser, Lotus Splash cleanser, Bakucgiol Slip face oil, Patchouli Glow sunscreen and now the newly added mattifying cleanser, Sugarcane Soak.

Speaking to Vogue India, Padukone had said 82°E is a way of combining the best Indian ingredients with global standards of skincare to create a singular effective product instead of using multiple products for each skin issue.

Co-founded by Jigar Shah, 82°E did a brilliant job in marketing. From collaborating with beauty influencers to Padukone giving Shah Rukh Khan a gist of her skincare routine, the luxe beauty brand is live. 

https://www.instagram.com/p/Crpdtexojm8/

Ed-a-Mamma by Alia Bhatt

Alia Bhatt’s sustainable clothing brand for kids, pregnant and lactating moms, became a Rs 150 crore brand in just a year. Ed-a-Mamma was launched in 2020 and aims to create eco-friendly and cool clothing.

The products are made using all-natural fabrics, plastic-free buttons, and non-toxic dyes. 

The brand’s website has a note by Alia, which reads, “Ed-a-Mamma combines two things I care deeply about: Our planet and our children. So I decided to create a world that nurtures in children, a love of nature knowing fully well that they will look after what they love. And I plan to do this with what I know best: telling stories. Everyone loves a good story. And at Ed-a-Mamma that’s what we do, tell stories.” 

https://www.instagram.com/p/CrI5i5qI7XU/

Anomaly by Priyanka Chopra

The haircare brand owned by global icon Priyanka Chopra roared across the global markets after its launch. Leaving behind brands like Rare Beauty by Selena Gomez, and Kylie Cosmetics by Kylie Jenner, Anomaly became the second wealthiest beauty brand in the world. 

Anomaly bottles are made of 100% plastic trash diverted from landfills and ocean-bound plastic, and its cans are made from infinitely recyclable aluminum, the brand claims. It offers three different types of shampoos, a deep conditioning mask, dry shampoo, and conditioner. 

Earlier this year, PeeCee landed in India to launch her brand in her homeland and collaborated with e-commerce major Nykka. 

https://www.instagram.com/p/CqBEvkULogs/

Kay Beauty by Katrina Kaif

In 2019, Kaif, one of the leading Bollywood actors, added yet another feather to her wings by launching beauty brand Kay Beauty. Katrina Kaif has always been passionate about makeup and her effortless looks in films and elsewhere are testimony. 

In collaboration with Falguni Nayar’s platform Nykka, the brand offers an exciting range of accessible products, which include lipsticks, foundation, compact powders, nail paints, eyeshadows, and what not. The brand aims to cater to all age groups, skin tones, and genders with a tagline, ‘It’s Kay to be you.’

https://www.instagram.com/p/CrisH8JAqex/

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Bollywood news

FIR filed against Shreyas Talpade, Alok Nath, 11 others in cheating case in Haryana

The case has sent ripples through the Bollywood industry, casting a shadow over the careers of both actors. While the details of their alleged involvement remain under investigation, the allegations raise serious questions about their conduct and potential complicity in a scheme that defrauded numerous investors.

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Bollywood actors Shreyas Talpade and Alok Nath find themselves embroiled in a significant legal controversy, named as accused in a cheating and breach of trust case registered at the Murthal police station in Sonipat, Haryana.

The First Information Report (FIR), filed on January 22, lists the two prominent actors among thirteen individuals charged under Sections 316 (2), 318 (2), and 318 (4) of the Bharatiya Nyaya Sanhita. These charges encompass criminal breach of trust, cheating, and the fraudulent transfer of property.

The complainant, Sonipat resident Vipul Antil, levelled accusations against the Human Welfare Credit Cooperative Society, registered in Indore under the Multi-State Cooperative Societies Act of 2002. Antil alleges that the society, active across multiple states, including Haryana, since September 16th, 2016, lured investors with promises of exorbitant returns on fixed deposits (FDs) and recurring deposits (RDs).

The society employed a multi-level marketing strategy, incentivizing agents to recruit additional investors, creating a pyramid scheme structure that ultimately led to widespread financial losses.

Ajeet Singh, the Additional Commissioner of Police (ACP) in Murthal, confirmed the inclusion of Talpade and Nath’s names in the list of accused, based on statements provided by the complainant. Singh clarified that the primary focus of the investigation remains the alleged fraudulent activities of the cooperative society, and the police are currently working to determine the specific roles, if any, played by Talpade and Nath in the alleged scheme. The investigation will delve into the extent of their involvement and whether they directly benefited from the alleged fraudulent activities.

The case has sent ripples through the Bollywood industry, casting a shadow over the careers of both actors. While the details of their alleged involvement remain under investigation, the allegations raise serious questions about their conduct and potential complicity in a scheme that defrauded numerous investors.

Shreyas Talpade’s most recent cinematic appearance was in Kangana Ranaut’s directorial debut, Emergency, a historical drama set during India’s tumultuous Emergency period from 1975 to 1977. Alok Nath, a veteran Bollywood actor, boasts a prolific career spanning over three decades and encompassing over 300 films, establishing him as a familiar face in Indian cinema. The unfolding investigation will determine the extent of their involvement in this complex financial crime and the consequences they may face.

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Sky Force social media review: Audiences say Akshay Kumar’s movie average

Supporters of Sky Force enthusiastically celebrate its impressive technical achievements. The cinematography is frequently lauded for its breathtaking visuals, effectively capturing the tension and drama inherent in the storyline.

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Akshay Kumar and Veer Pahariya’s latest action drama, Sky Force, made its theatrical debut on January 24th, 2025, igniting a firestorm of diverse opinions across social media platforms. The film, inspired by true events surrounding one of the most intense airstrikes between India and Pakistan, has become a battleground of contrasting viewpoints, leaving audiences sharply divided.

While some hail it as a cinematic triumph, others dismiss it as yet another underwhelming offering from the Bollywood powerhouse, Akshay Kumar. This stark dichotomy underscores the film’s failure to achieve a consensus among viewers, leaving its overall impact uncertain.

Supporters of Sky Force enthusiastically celebrate its impressive technical achievements. The cinematography is frequently lauded for its breathtaking visuals, effectively capturing the tension and drama inherent in the storyline.

The background score, too, receives considerable praise for its ability to amplify the emotional impact of key scenes, enriching the overall viewing experience. The sharp screenplay is also commended for its ability to maintain a compelling narrative throughout the film’s runtime.

Conversely, the film’s detractors point to a plethora of shortcomings. Many critics express disappointment with Akshay Kumar’s performance, suggesting a lack of dedication to the role and a reliance on a teleprompter. The storyline itself is frequently criticized for its predictable plot points and underdeveloped characters, failing to resonate with many viewers.

The film’s pacing also comes under fire, with some claiming a disjointed narrative structure that hinders the overall viewing experience. The CGI, a crucial component in any aerial action film, is deemed underwhelming by many, further diminishing the film’s appeal. Comparisons to other recent action films, notably Fighter, are frequently made, often to Sky Force’s detriment.

Despite these criticisms, Akshay Kumar’s portrayal of his character garners some positive feedback, with certain viewers praising his performance as the film’s saving grace. However, even this praise is tempered by the overall criticisms levied against the movie’s narrative and technical aspects.

In essence, Sky Force remains a deeply divisive film, failing to garner widespread critical acclaim. While its technical achievements are undeniable, the film’s flaws in terms of storyline, character development, and certain aspects of the acting performance prevent it from reaching its full potential.

The film’s ultimate success will hinge on whether its box office performance can overcome the negative feedback and divided audience response. Only time will tell whether Sky Force will achieve a lasting impact.

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Hisaab Barabar review: R Madhavan’s strong performance can’t save the film

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R Madhavan in a still from 'Hisaab Barabar', reviewing his character’s battle against a corrupt bank.

Platform: Zee5
Genre: Drama
Director: Ashwni Dhir

In Ashwni Dhir’s latest directorial venture, Hisaab Barabar, the central theme revolves around a common man taking on an unjust system—an age-old concept that rarely fails to resonate with audiences. However, despite R Madhavan’s earnest portrayal of the protagonist, the film struggles to deliver a compelling narrative, falling short of its potential.

At the core of Hisaab Barabar is Radhe Mohan Sharma, an Indian Railways ticket examiner played by Madhavan. Sharma, a diligent single father, has an obsessive passion for numbers, a trait that propels him into a battle against a corrupt private bank. When he discovers a minor discrepancy of 27 rupees and 50 paise missing from his account, his seemingly simple quest for an explanation unravels into a larger conflict with Mickey Mehta (Neil Nitin Mukesh), the unscrupulous owner of the bank.

The film’s premise—an ordinary man’s war against the system—holds promise. However, the execution fails to capitalize on this potential. The narrative unfolds along predictably conventional lines, lacking the depth or unpredictability needed to keep viewers engaged. Sharma’s relentless pursuit of justice feels formulaic, with few surprises in store for the audience.

The film drifts between moments of mild humor and heavy-handed seriousness, ultimately struggling to find a rhythm that resonates. Radhe Mohan’s character, while driven by a strong moral compass, never evolves beyond his defining trait of being a number cruncher. As a result, despite Madhavan’s best efforts, the character lacks emotional depth, making it difficult for viewers to fully invest in his journey.

Kirti Kulhari, who plays a key role as a passenger with a connection to Sharma’s past, faces a similar issue. Although her character seems poised to offer emotional or narrative weight, she too remains underdeveloped. Her motivations and character arc are not explored sufficiently, leaving her character largely reactive to the actions of the lead. Kulhari’s performance, however, remains solid despite the constraints of the role.

On the opposite side of the spectrum, Neil Nitin Mukesh stands out as the greedy and manipulative bank owner, Mickey Mehta. His portrayal is flamboyant, and while the character’s exaggerated traits occasionally make him a more engaging figure, the lack of real conflict or challenge between him and Sharma detracts from the stakes of the story.

The film’s attempt at social commentary—highlighting the exploitation of middle-class bank customers—is timely, but the execution falls flat. Hisaab Barabar struggles to balance its critique of corruption with its dramatic elements, leading to a somewhat disjointed viewing experience. Despite a few relatable moments and its intentions to provoke thought, the film ultimately lacks the punch required to leave a lasting impact.

The central message, which advocates for the power of patience and perseverance in the face of overwhelming odds, is clear. However, it is delivered with such predictability that it fails to inspire or engage. The film does not venture beyond its safe, established formula of the David versus Goliath struggle, which leaves little room for the audience to feel any real stakes or tension.

Ultimately, Hisaab Barabar is a missed opportunity. While the film’s premise and Madhavan’s performance offer glimpses of what could have been, its lack of narrative depth, underdeveloped characters, and uneven execution prevent it from making any significant impact. What starts as a promising drama about an ordinary man against a corrupt system ends up as a forgettable, by-the-numbers affair.

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