Category: Over The Top Services

Mumbai: In today’s digital age, social media has become an essential tool for companies to connect with their audience and promote their brand. However, companies often overlook the potential of employee advocacy as a key component of their social media strategy. Employee advocacy is the process of encouraging employees to share content on social media that promotes their company’s brand, culture, and values. In this article, we will explore why employee advocacy is an essential element of a company’s social media strategy, what it does to the company’s social media presence, and how it helps.

Increased Reach

One of the key benefits of employee advocacy is that it can help to extend the reach of a company’s social media content. When employees share content about their company, it can reach a wider audience than if the content was shared only on the company’s social media channels. For example, if an employee shares a company blog post on their LinkedIn page, it can be seen by their entire network, potentially exposing the company to new audiences.

Moreover, employees typically have a larger network on social media than the company’s official channels. According to various research, employees have ten times more connections on social media than their company’s official accounts. This means that if employees share company content, it has the potential to reach a significantly larger audience than if it was shared solely on the company’s official channels.

Credibility

When employees share content about their company, it can lend credibility to the message. Followers are more likely to trust content shared by employees rather than content that comes directly from the company. This is because employees are seen as unbiased and authentic, and their content is perceived as more trustworthy.

Moreover, employees can provide a more personal perspective on the company’s brand and culture, which can be more compelling than a corporate message. This can help to humanize the company’s brand and make it more relatable to audiences.

Employee Engagement

Employee advocacy can help to foster a sense of pride and engagement among employees. When employees are encouraged to share content about their company on social media, they feel a greater sense of ownership over the company’s social media presence. This can help to increase their engagement with the company’s brand and culture.

Moreover, employee advocacy can help to highlight the accomplishments and contributions of individual employees. When employees share their own experiences and successes on social media, it can help to showcase their talent and expertise within the company.

Recruitment

Sharing company culture and accomplishments on social media can also help to attract new talent and position the company as a desirable place to work. Potential candidates are increasingly turning to social media to research companies and evaluate potential employers. When employees share content that showcases the company’s culture and values, it can help to attract candidates who align with those values.

Cost-effective

Employee advocacy is a cost-effective way to increase a company’s social media presence, as it leverages the existing networks and resources of employees. Unlike traditional marketing efforts, employee advocacy does not require a significant financial investment. Instead, it relies on the willingness of employees to share content on social media.

Moreover, employee advocacy can help to increase the efficiency of a company’s social media strategy. By leveraging the networks of employees, companies can increase their reach and engagement without having to invest significant resources in creating new content or expanding their social media team.

In conclusion, employee advocacy is an essential element of a company’s social media strategy. It can help to increase reach, lend credibility, foster employee engagement, attract new talent, and be a cost-effective way to increase the company’s social media presence. Companies that incorporate employee advocacy into their social media strategy can create a more authentic, engaging, and effective social media presence.

The author of this article is Socxo CMO Ajit Narayan.

MUMBAI: Prime Video, India’s entertainment destination, has announced the expansion of its offering with highly-popular television series from Paramount Global Content Distribution to Prime and Prime Video Mobile Edition members in India, further strengthening its selection of the best and latest English language entertainment.

The specially curated slate features original shows across genres, including two series from Academy Award nominee Taylor Sheridan: Mayor of Kingstown Season one starring Academy Award nominee Jeremy Renner and Academy Award winner Dianne Wiest, which follows the McLusky family who are power brokers in a Michigan town where the business of incarceration is the only thriving industry, and the limited series  1883 Season one,  the prequel to “Yellowstone” starring Academy Award nominee Sam Elliott and Grammy Award winners Tim McGraw and Faith Hill, capturing the Dutton family’s origin story as they embark on a journey west to flee poverty and seek a better future.   Additional series include The Stand Season 1, a limited series based on Stephen King’s apocalyptic vision of a world decimated by plague and embroiled in an elemental struggle between good and evil. The Stand Season one stars Whoopi Goldberg and Alexander Skarsgård, from the ground-breaking Star Trek universe, comes the multiple award winning series Star Trek: Discovery, seasons 1-4 starring Sonequa Martin-Green and executive produced by Alex Kurtzman.

The deal also features other popular original shows including Californication, Dexter, The Good Wife, NCIS, Blue Bloods, The Good Fight, Madam Secretary, Reign, The Great, Seal Team, Under the Dome, Munich Games and Parot.

“We are delighted to announce that a curated selection of Paramount Global content is available for streaming to Prime Members in India at no extra cost,” said Prime Video India director – content licensing Manish Menghani. “The slate includes a diverse mix of genres from fantasy and adventure to drama and sci-fi, with each show featuring a stellar cast. At Prime Video, our goal is to make it easy for customers to get deeply immersed in the best stories from the most prolific storytellers and studios around the world. We are certain Indian viewers will enjoy these award-winning shows that have resonated with audiences worldwide,” he further added.

Mumbai: Taboola, a global open web, helping people discover things they may like, has released the readership insights for March 2023. Taboola Newsroom uses Topic Insights to analyze real-time audience data to identify some of the intriguing and popular themes that engaged Indian readers throughout the month.

The surge in pageview traffic revealed insights into the diverse interests of Indian audiences in content across sports, festivals, and social events. Here are some of the key insights revealed from the readership trends for March 2023:

1. Sports:

The Indian Premier League (IPL) is a highly anticipated T20 cricket league in India that typically starts in March, featuring some of the top cricket players from around the world. However, this year the league will commence in April. Mumbai Indians, one of the IPL franchises, recently unveiled a new jersey for the upcoming IPL 2023 season, which features their traditional blue and gold colors, along with a unique design featuring a gold pinstripe and the “MI” logo on the front. The jersey showcases the team’s sponsors, Samsung, and DHL, on the front and back, respectively. Fans of Mumbai Indians are excited about the new jersey launch and eagerly await the start of the IPL 2023 season. Mumbai Indians have won the IPL title five times, and the new jersey is expected to further elevate their reputation of success. In other sports news, the Taboola Newsroom witnessed an impressive 1059 per cent surge in readership in the past 45 days. Big sports events present an excellent chance for marketers to maximize their campaign’s reach and efficiency by targeting relevant sports audiences, whose traffic is known to increase predictably during such events. A highly effective way to take advantage of this opportunity is by using high-impact packages that combine all sports-related audiences across the Open Web in India.

2. Festival and Social Events:

Holi: Holika Dahan is a significant Hindu festival, also known as Chhoti Holi, that is celebrated every year one day before Holi. According to the Hindu calendar, Holika Dahan falls on the Purnima Tithi (Full Moon Day) of the Phalguna month. This year, on the 15 of March, the Purnima Tithi began at 06:20 PM and ended at 08:59 PM. The auspicious time for Holika Dahan lasted for nearly two hours, from 06:39 PM to 08:33 PM. The festival is celebrated with much enthusiasm and devotion throughout India, with people gathering around a bonfire to perform rituals and seek blessings for happiness and prosperity. According to Hindu mythology, Holika Dahan signifies the victory of good over evil, marking the burning of Holika, the sister of demon king Hiranyakashipu. This cultural celebration is held in high regard and is observed by many across the country, with the Taboola Newsroom seeing a 1156 per cent rise in readership regarding the event. Similar to major sporting events, festivals also offer a golden opportunity for marketers to tap into an audience that is actively seeking out gift ideas for their loved ones. Smart brands can start planning their campaigns well in advance of the festive season in the latter half of the year, as it is sure to be a significant event. By leveraging contextual targeting, brands can effectively reach consumers as they research and browse gift options for their loved ones.

International Women’s Day: To honor women’s contributions to society and to raise awareness about gender equality, International Women’s Day is celebrated every year on 8 March. The day is dedicated to celebrating women’s achievements and recognizing the obstacles they face. To commemorate the occasion, influential women such as politicians, activists, and celebrities have shared inspirational quotes to inspire and empower women. These quotes underscore the importance of women’s rights, gender equality, and the need for women’s voices to be heard. LiveMint has compiled a list of some of the most powerful quotes from influential women worldwide, which individuals can share to promote the message of women’s empowerment. The celebration of International Women’s Day and the inspiring quotes shared on this occasion serve as a reminder of the progress made in women’s rights and the ongoing efforts to achieve gender equality. The event has seen a 189 per cent increase in readership on the Taboola Newsroom.

Learn more about Taboola’s recommendation platform and services here.

Mumbai: The latest Brand-Artist collaboration dropped today featuring rapper and singer, Badshah, in association with OTT aggregation platform, Tata Play Binge. Aptly titled ‘The Binge Song’, the music video pays tribute to all Binge watchers in signature style and attitude of Badshah. Intertwining the core offering of Tata Play Binge i.e., 25+ apps under one unified platform, with a peppy song conceptualised by Badshah, is another way for the brand to engage with its viewers.  

“It brings me immense joy to have teamed up with Tata Play Binge for ‘The Binge Song’,” said Badshah. “As an avid binge-watcher myself, I wanted to create a foot-tapping, high-energy song that celebrates the passion and enthusiasm of all Binge Watchers. I’m confident that people will love this song just as much as they have enjoyed my previous work. I’m excited to see the campaign take off and can’t wait for everyone to groove to the catchy beat of #TheBingeSong with Tata Play Binge.”

Tata Play Binge has designed an engaging campaign where 150+ influencers will be tapped to amplify this campaign. The influencers will be creating their own reels using the chorus and hook-step of the ‘The Binge Song’. Furthermore, a User Generated Content contest on Instagram and YouTube will open the stage for all viewers to participate in the trend. The end of the campaign will also see a mashup video of the best UGC and influencer content thus curated through the campaign.  

Mumbai: JioCinema, the exclusive digital destination for the TATA IPL, announced, Jeeto Dhan Dhana Dhan, a new contest that gives fans a chance to win one car every match. Jeeto Dhan Dhana Dhan aims to enhance the viewer’s experience while watching the TATA IPL on JioCinema vis-à-vis passively watching the league on legacy platforms. Introduced on 8 April, JioCinema recorded over 1.5 Cr. plays on the contest on the first two matches between Rajasthan Royals vs Delhi Capitals and Mumbai Indians vs Chennai Super Kings on Saturday. 

A free-to-play contest, Jeeto Dhan Dhana Dhan offers viewers prizes like smartwatches, Bluetooth speakers, Bluetooth neckband, and wireless earphones, among others throughout the match. Viewers need to hold the phone in portrait mode. A chat box will open at the bottom of the screen where the question appears before every over along with four options. Viewers who give the most correct answers during the match, stand a chance to win the car.

The introduction of yet another fan-centric feature on the platform comes on the back of JioCinema’s record-breaking opening weekend that clocked over 147 Cr. video views, recording the highest-ever opening weekend for the TATA IPL on digital. The number of video viewers for the first weekend alone on JioCinema eclipsed what was recorded across the entire last season of TATA IPL on digital. This was also higher than the ICC T20 World Cup 2022.

Actor Alia Bhatt was unveiled as the face of the TVC campaign introducing the Jeeto Dhan Dhana Dhan. She is also engaging with the viewers on JioCinema explaining how to play the contest and win exciting prizes. 

“By offering interactive and immersive features on JioCinema, we are creating an unprecedented level of engagement and personalization with fans and becoming their preferred platform to watch TATA IPL,” said a Viacom18 Spokesperson. “Our focus is to elevate the fan’s viewing experience throughout the season, and Jeeto Dhan Dhana Dhan is one among a plethora of reasons that Alia is helping us amplify.”

JioCinema, available to Jio, Airtel, Vi, BSNL and all other subscribers for free, is offering 16 unique feeds, including 4K, multi-language and multi-cam presentation, interactivity through stats pack, and play along feature for over 700mn + internet users.

Mumbai: E-Gaming Federation (EGF), an independent not-for-profit organization representing top online skill gaming operators in India, registered a resounding success of its ‘Asli Gamer’ initiative. Building awareness around Responsible Gaming behavior, over 200K gamers joined the initiative post its launch in January 2023. In a first of its kind, the initiative reached out to the Indian gaming community and inspired players to take self-assessments and adopt healthy gaming habits. While 233517 online gamers have joined the Asli Gamer community, almost 175000 players downloaded ‘Asli Gamer’ badge – a symbolic pledge to be responsible. The badge can be shared across social media.

Featuring Indian cricketer Shubman Gill, India’s youngest T20 centurion and rapper Naezy, the campaign inspires and motivates players to become “Asli Gamer”. Reiterating EGF’s commitment to player protection and responsible gaming, the initiative talks to players across platforms in their language through a rap and urges them to adopt responsible gaming principles in a colloquial tone while bringing purpose and intent together. The rap urges players to respect the game, play for fun, maintain balance, set a limit, and self-exclude when going overboard. While the ‘Asli Gamer’ rap received 2.5 million views on YouTube, the campaign took over the social media and attracted recognized content creators like Avneet Kaur, Hina Khan, Ritwik Dhanjani, and Rohit Suchanti among others taking up the ‘Asli Gamer’ hook step challenge. 

Over 220 content creators – both macro and micro helped in creating buzz with the #AsliGamerChallenge.  In addition, specific creative interventions like 750 Live streaming sessions were organized with the gaming community to nudge them to adopt healthy gaming practices. The Asli gamer website was equipped with resources and tools like self-assessment tests that help identify current gaming behavior and steps needed to improve, if at all. 

E-Gaming Federation brand evangelist Poonam Kaul said, “We take immense pride in the great positive response the ‘Asli Gamer’ campaign has received with over 200K gamers joining the landmark/ pioneering initiative.  Asli Gamer was designed as a proactive approach to empower and enable players with the knowledge and tools to instill responsible gaming behavior. We are thrilled that we were able to connect with the Indian gaming community and encourage them to embrace and foster healthy gaming practices. At EGF, we have always emphasized on promoting responsible gaming and prioritizing player health and Asli Gamer initiative is a great start to drive the behavior change.” 

The campaign aimed to educate the players and create awareness focused on the five principles of EGF’s ‘Responsible Play’ model including:

1.    Fix and control your daily and monthly deposit limit

2.   Play for entertainment, and not as a way of making money

3.    If losing, never chase losses in order to recoup money

4.    Self-exclude and stop playing if feeling stressed

5.    Keep a balance between game time and other activities

Link: Bano Asli Gamer

Mumbai: The Ministry of Electronics and IT (MeitY), has announced amendments to the Information Technology (Intermediary Guidelines and Digital Media Ethics code) on 6 April. Under the new rules, the government is aiming to assert greater control on the expanding gaming industry. The aim is to identify and prohibit any game that involves betting and wagering, and entail a framework of multiple self-regulatory organisations to enact the changes.

Asian Esports Federation VP & director of Esports Federation of India Lokesh Suji said, “We express our utmost gratitude to Hon’ble Shri Rajeev Ji & MeitY Team for the clear distinction between online gaming and real money gaming/iGaming under the new amendments made under the Information and Technology Act.

This monumental decision will at last liberate Esports from the conflation with iGaming/RMG. For years, ESFI has been diligently advocating for the separation of online gaming and real money gaming/iGaming, and we are elated to finally see the government take this bold step that showcases their unwavering commitment to fostering a safe and responsible video gaming environment in the country.

These amendments will act as a catalyst in propelling India towards becoming a powerhouse in the world of video gaming and accelerating its overall development. It’s a great start, but still many miles to go.”

Zegus founder & director Rohit Agarwal said, 

“Finally – video games & real money gaming have been given two separate identities! It was a debate that has gone on for quite a while now, and it’s a relief that it’s finally seen the light of day. The two industries can now have their own policies, guidelines, and laws that regulate them, and the reported numbers can also stay distinct. Great move by the government!”

Mumbai: Diversifying and strengthening its vast content portfolio, MX Player – India’s #1 OTT platform (source: data.ai), collaborates with Paramount Global content distribution to bring its popular all-female sports entertainment show, ‘WOW – Women Of Wrestling’ to Indian audiences. The Indian entertainment super app, MX Player has licensed the new season of the successful all-women wrestling series, which includes streaming rights to 52 episodes with each episode being of one-hour duration.

‘WOW – Women Of Wrestling’ is a distinctive all-women wrestling sports show, where a group of intelligent, fearless, and motivated women called ‘WOW Superheroes’ come together from different walks of life to inspire and encourage with their fight for championships, justice, and revenge. These empowered women settle competitions and rivalries inside the ring. Unlike any other professional wrestling series, ‘WOW – Women of Wrestling’ is peppered with drama, emotions, thrills, and entertainment.

The new season of ‘WOW – Women Of Wrestling,’ will be available on MX Player from 8 April 2023.

“At MX Player, we have a track record of presenting our audiences with the best in different genres. The first-of-its-kind sports deal with Paramount Global Content Distribution for the new season of ‘WOW – Women of Wrestling,’ is another step in that direction. We believe that a fascinating sports entertainment series about strong and inspiring women wrestlers will resonate with our audiences as the individual stories of the challenges, grit, and determination of each of the WOW Superheroes are so powerful that it surely makes for a compelling watch,” said an MX Player spokesperson.

“We are thrilled to bring the action-packed series WOW – Women Of Wrestling to empower audiences throughout India,” said Paramount Global content distribution president, international TV licensing Lisa Kramer. “Viewers in the U.S. and abroad have been inspired by the athleticism of the WOW Superheroes and their uplifting stories.”

Prepare to be inspired and amazed as viewers in India join WOW Superheroes: Foxxy Fierce, Leia Makoa, Tormenta, Miami’s Sweet Heat, The Tonga Twins, Kandi Krush, Americana, Keta Rush, and many others as they fight their battles in the WOW ring.

WOW is owned by trailblazing sports executive Jeanie Buss and was created by GLOW founder of the original David McLane: Gorgeous Ladies of Wrestling. Global professional wrestling superstar, screenwriter, mental health advocate, and New York Times bestselling author AJ Mendez serves as executive producer and colour commentator.

Mumbai: This summer, India gears up to experience the ultimate fusion of Western pop and Desi melodies as Penn Masala, the world’s first South Asian Acapella group, announces its much-awaited homecoming tour!

Produced by TribeVibe, a BookMyShow enterprise, the tour will travel to six cities in India including Delhi, Pune, Mumbai, Hyderabad, Bengaluru and Goa from 19 to 29 May, 2023.

Tickets for the coveted tour start at Rs. 499 and will go live exclusively on 7 April on BookMyShow, India’s leading entertainment destination and official ticketing partner for the tour.

Speaking about performing in India, the band collectively said, “We’re so thrilled to be coming back to India this summer for our Homecoming Tour! You don’t want to miss our fusion of the best Desi and Western hit songs. As a Desi singing group that’s based in the U.S., we are so excited to come back to India, where our group’s music and heritage has its roots. We hope to see you all soon in a city near you!”

Commenting on the coveted group returning to the homeland, TribeVibe founder and CEO Shoven Shah said, “One of the most iconic internet sensations is returning to India after more than 5 years since their last visit to the country. Penn Masala’s Homecoming Tour is bound to bring together a mixed bag of audiences, like their musical significance – a blend of beautiful beats with melodious vocals. We are thrilled to embark on this journey with BookMyShow and bring to life some of the truly enthralling music experiences by Penn Masala across major cities in India this summer. It’s an exciting prospect for us to host such exemplary musical talents and add a feather to our growing portfolio of IPs and events in the country!”

Penn Masala, the South Asian acapella group of the University of Pennsylvania, has been an internet sensation for their spectacular music produced by a college boyband. An amalgamation of western and desi music, Penn Masala is bringing the best of both worlds to India, this May.

The Acapella band has been at the forefront of blending two distinct musical cultures for over 25 years. Right from former US President Obama’s Diwali celebration to the International Indian Film Academy Awards, Penn Masala has performed at some of the most notable events around the globe. The group has released 12 full-length studio albums and amassed over 60 million music streams from fans globally.

Mumbai: In the world of audio entertainment, there’s a new category that is rapidly gaining popularity – audio series. Audio Series is a long-form or serialized fiction audio storytelling similar to TV series. And one company at the forefront of this trend is Pocket FM. As a platform dedicated to long-form, serialized fiction storytelling, Pocket FM has been able to capture the attention of audiences in India and beyond with its unique proposition. This has been our core focus and unique proposition, with this category dominating consumption on the platform registering over 90 per cent of the listener time spent. Ashu Behl, the SVP of Content & Strategy at Pocket FM, has delved into the growth of the audio series category, the impact of COVID-19 on the sector, investments in local Indian podcasts, and the challenges facing the podcasting industry in India.

1.  As far as your podcasting business stands, what is the kind of growth it has witnessed in listenership in India, if at all? How does that compare with music streaming?

While we have seen promising growth for knowledge and conversational content in the audio space led by podcasts and audiobooks, the audio series category witnessed an exponential trajectory last year. As we shared in our Rewind2022 report, we have witnessed that our daily listener time spent has surpassed the other forms of audio and video entertainment in the digital space. Industry data reveals 45 minutes of average daily users’ time spent on short video platforms, while audio OTTs and video OTTs clock 65 minutes and 70 minutes, respectively. On the contrary, the average daily listener time spent on Pocket FM is over 110 minutes.

Audio Series emerged as the new X-factor in the entertainment space. The long-form content has not only brought binge-listening behavior into audio space, but also provided entertainment boosters for listeners during commutes, household chores, work hours, and even leisure hours. This reiterates the strength of the audio series in keeping the audience engaged and entertained 24×7, irrespective of their activities, with fresh, exclusive, non-stop and fresh content. The appropriate mix of these four factors is the prima mobile (prime mover) of audio series, absent in other entertainment formats.

2.  The genre is estimated to have seen much uptick during covid. Has that sustained/risen? Why/why not?

Audio series is a new entertainment category and has immense potential globally. While we validated the huge demand for this category in India, we believe audio series will be a global entertainment categorAudio Series have always been on the surge, irrespective of the decline in the other formats. Pocket FM has witnessed over 45 billion minutes of streaming in 2022, a 2X growth from 2021.

Last year we expanded globally, with the US launch, and replicated our growth and content playbook of audio series for global audiences. There also, we have also seen strong adoption of audio series and growth in listening time.

3.  What are the investments you’re making in local Indian podcasts? (what does the slate look like, how many titles are you planning annually, and what are the content spends like)? Have these investments seen growth year-on-year? Why/why not?

Pocket FM is powered by its 500,000+ creator community, consisting of writers, voice actors, and sound engineers. We will continue to nurture and invest in our creator community and enable them to showcase their talents and posit the possibilities of being transformed into (audio) celebrities. In 2022, we invested over US$10 million in various creator programs and incentives. Last year, the content library expanded with 1500+ titles, and our most series goes over 500-800 episodes. In 2023, we will continue to increase the spending to expand our creator community across the globe and encourage them to create high-quality series for the global audience.

4.  India isn’t a market where podcasts are seen as a form of mainstream entertainment—what are the challenges for the sector in this specific market? Why have podcasts not seen their breakout moment in India yet?

You are probably right! We experimented with podcasts during the early phase of our product journey, and we learned that podcasts are great for conversations, but lack the entertainment quotient. Core challenges for the traditional podcast space were a lack of engaging and exclusive content, appealing only to niche user groups and only dependence on an ad/sponsorship-led monetization model. This inspired us to innovate with entertainment elements in the audio space, resulting in the discovery of a more engaging and profitable content ecosystem in the form of audio series.

This unique and exclusive content with strong appeal for the masses, coupled with micropayment, has accelerated our content monetization, taking our ARR (annualized revenue rate) to US$25 million, an increase of 12X in 10 months, reported until October 2022. With the audio series, we can say that the audio entertainment landscape is actually witnessing its breakout moment and creating immense possibilities for mainstream entertainment.

The author of this article is Pocket FM SVP – content & strategy Ashu Behl.