Mumbai: The Misinformation Combat Alliance’s (MCA) Deepfakes Analysis Unit (DAU) Tipline on WhatsApp has emerged as a trusted resource for raising public awareness and a critical instrument in helping combat the spread of AI-generated misinformation. The WhatsApp tipline became available for public use on 25 March 2024 and has received hundreds of messages, successfully assisting people to discern between real and synthetic media.
Users can flag AI-manipulated content in the form of audio notes and videos by sending it to the WhatsApp tipline and will receive assessments on whether a piece of media is AI-generated or contains elements of it. The tipline offers multilingual support in English and three regional languages (Hindi, Tamil, and Telugu).
With millions of Indians using WhatsApp, the collaboration between Meta and MCA represents a continued effort to empower users with tools to verify information on its service, especially to curb the spread of AI-generated misinformation.
In the short span of the DAU tipline being operational, the team has reviewed challenging content manipulated using AI technology. It has seen noticeable trends emerge that can help educate the public on spotting deepfakes, empowering them to debunk false claims and prevent the spread of such misinformation.
Analyzing the trends based on the messages received on the DAU tipline, the bulk of the content has been in the form of videos.
● In most cases where AI is used to manipulate videos, the original audio tracks have been replaced with AI-generated audio. There are multiple examples of this kind of audio tampering in videos featuring actors, businessmen, politicians, and even TV anchors.
● Memes of politicians and their likenesses created using A.I. have sometimes involved face-blending techniques or cheaper techniques lacking sophistication.
● In a few videos analysed, the team was able to assess that the mouth of a subject had been recreated using generative A.I. so that their lip movements could synchronise with their words to produce what is called a lip sync deepfake.
DAU head Pamposh Raina said, “The strength of the DAU lies in the collaborative model which it is building by partnering with detection and forensic experts, which in turn is helping DAU’s fact-checking partners who are an integral part of this project. At the end of the day, our goal is to drive public awareness on the issue of algorithm-based fabrication and I am confident that this kind of a symbiotic model can be replicated across the globe to combat misinformation spread through audio and video content produced using generative AI.”
Next time you’re not sure if something is a deepfake, send it to the DAU tipline on WhatsApp.
1. Start a chat with the DAU on WhatsApp by forwarding audio notes or videos you want to verify to +91 9999025044.
2. In response to your message, you will receive an assessment report on whether a piece of media is AI-generated or contains elements of it.
3. Follow DAU’s WhatsApp Channel where you can receive assessments of verified content in real-time (https://bit.ly/dauwachannel).
MCA is a cross-industry alliance bringing companies, organizations, institutions, industry associations and entities together to collectively fight misinformation and its impact. Currently, MCA has 16 members including fact-checking organizations, media outlets, and civic tech and are inviting strategic partners to collaborate in this industry-wide initiative to combat misinformation and create an enlightened and informed society. Seven detection and forensics partners are lending their expertise and knowledge to support the Deepfakes Analysis Unit.
Mumbai: My Haul Store, a leading influencer marketing company in India, is transforming hyper-local marketing with its vast network of 50,000 regional influencers across 10,000 pin codes. The company connects through influencers in tier 2, tier 3, and rural markets and create buzz.
As regional influencers gain prominence over superficial ones, they are taking centre stage on social media. My Haul Store is helping these influencers across all major platforms, including Instagram, Facebook, and YouTube. With 66.46% of India’s population residing in rural areas, as indicated by the World Bank’s development indicators, the potential for effective brand endorsements in these regions is immense.
My Haul Store founder & CEO Abhishek Vyas stated, “In our country, the language changes every 50 kilometres, making it one of the most diverse markets in the world. My Haul Store effectively helps any global or domestic brand bridge the gap between the company and its audience in no time. We have set our sights on the 442-million-strong rural internet user base in India, aiming to penetrate the core of the Indian market. Our regional influencer services are a step in this direction, empowering brands to swiftly connect with untapped customers.”
The company Key Highlights of My Haul Store’s Regional Influencer Services:
– Multilingual Outreach: By incorporating multilingual campaigns, My Haul Store ensures that brands communicate effectively with audiences in their native languages, fostering deeper connections.
– Hyper-Local Targeting: My Haul Store champions hyper-local influencer marketing with the widest network of regional social stars across multiple pin codes.
– Market Penetration: The initiative focuses on tapping into tier 2, tier 3, and rural markets, bridging the gap between brands and regional influencers.
– Empowering Influencers: By supporting influencers from tier 1, tier 2, and rural areas, My Haul Store helps them gain recognition and opportunities, enriching the local content creation ecosystem.
Mumbai- Sunburn Arena, premier electronic dance music (EDM) IP (Intellectual Property), announced its first-ever arena show of the season featuring the iconic Canadian music producer and DJ deadmau5 A.K.A. Joel Thomas Zimmerman! This highly anticipated event marks the return of deadmau5 to India, promising an unforgettable night of groundbreaking music on July 12th, 2024, at NESCO Centre in Mumbai.
Tickets for Sunburn Arena ft. deadmau5 will go live at 12 PM on 30 May 2024, exclusively on BookMyShow. Ticket prices start at Rs. 1200/-.
With a career spanning over two decades, deadmau5 has consistently pushed the boundaries of electronic music, earning six Grammy Award nominations in the process. Deadmau5’s influence on the EDM landscape is undeniable from headlining major festivals to dominating the charts. His chart-topping success is matched by multiple prestigious awards, including Best Electronic Artist, Album of the Year and Best Live Performance. His groundbreaking contributions to the EDM genre have earned him the respect and admiration of his peers, cementing his status as a true visionary in electronic music. Celebrated for their immersive experience, deadmau5’s performances combine cutting-edge technology, stunning visuals and pulsating beats that captivate audiences worldwide.
Globally, deadmau5 is known for his work in progressive house and electro-house, as well as other electronic music genres like techno. His repertoire includes some of the most beloved and trending tracks in EDM, such as ‘Glowing Nights’, ‘Echoes of Euphoria’ and ‘Rhythm Revolution’, each amassing millions of streams and rave reviews. After a decade, deadmau5 is set to return with an immersive audio-visual spectacle that showcases his signature sound and unparalleled stage presence, promising to captivate audiences once again.
Commenting on coming back to India, deadmau5 said, “I am thrilled to be back in India after a decade and perform for my Indian fans after such a long time. The energy and love of the Indian crowd are truly unmatched and I cannot wait to share this special moment with all of you!”
Adding to this, Sunburn CEO Karan Singh said, “Sunburn Arena has always aimed to bring the most electrifying and memorable experiences to our audiences, and this exclusive show featuring deadmau5 will be nothing short of epic. We are thrilled to welcome deadmau5 back to India after a decade and we look forward to an unforgettable night filled with cutting-edge music, stunning visuals and an immersive atmosphere that fans will cherish!”
Known for his signature stage helmet, also known as his mau5head, fans of the EDM DJ eagerly await his next big-stage spectacle and earth-shattering productions. Deadmau5 arose at a time when EDM was becoming one of the most popular genres in the west, growing into one of the defining superstars of the late 2000s and early 2010s EDM boom. He has now embarked on his ‘retro5pective: 25yrs of Deadmau5’ tour celebrating 25 years of innovation, collaboration and unforgettable memories.
Sunburn Arena, known for bringing top-tier international artists to India, is committed to providing an unparalleled live music experience, as it continues to set the bar high with an electrifying lineup of arena shows. The deadmau5 show will feature state-of-the-art production, ensuring that fans can enjoy his performance in a setting that enhances the overall sensory experience. Sunburn has previously hosted some of the biggest names in the global music scene, including the iconic Martin Garrix India Tour, Armin Van Buuren, Dimitri Vegas & Like Mike, Black Coffee and the unforgettable Marshmello Holi Weekend Tour.
Sunburn Arena ft. deadmau5 is presented by Absolut Mixers, driven by Hyundai and styled by Jack & Jones.
Don’t miss your chance to be part of history as Sunburn Arena kicks off its season with an unforgettable night of music, energy and euphoria!
Mumbai: My Haul Store (MHS) was established in 2020 with a clear vision: to redefine the landscape of content creation and influencer marketing. With a vast network of over 100,000 influencers associated with the company, the company has demonstrated its ability to connect brands with the right influencers on YouTube, Instagram, Facebook, and LinkedIn, proving to be a driving force in reaching niche audiences effectively and elevating their marketing strategies to reach wider audiences.
The company is also known for its collaborations with prominent brands such as Amazon, Bajaj, Godrej, Rupa, Mamaearth, Ghadi, and Country Delight have further solidified My Haul Store’s position as a top player in the influencer marketing industry. These collaborations have resulted in the generation of substantial revenue of 60 Crore in FY, showcasing the company’s strong position in the market.
At the heart of MHS’s endeavors lies a deeply ingrained mission: to nurture and propel businesses to success while fostering personal growth and development within its team. This mission is complemented by a visionary outlook, which seeks to make a meaningful impact on society by generating one crore direct employments.
Indiantelevision.com caught up with My Haul Store founder & CEO Abhishek Vyas where he gave a deeper understanding into their marketing strategies, their creativity, collaboration and moreee… .
Edited excerpts
On My Haul Store tailoring its influencer marketing solutions to meet the unique needs of each client
My Haul Store’s personalized influencer marketing solutions stand out for their bespoke approach tailored to each client’s needs. By understanding the unique identity, target audience, and objectives of the brand, MHS ensures that influencer partnerships are not only aligned but also optimized for maximum impact. Whether it’s boosting brand awareness, driving sales, or launching a new product, their 24/7 service ensures continuous support and guidance throughout the campaign.
On technologies you have implemented to enhance brand visibility and engagement through influencer marketing
Leveraging a robust network of over 20,000 influencers, My Haul Store employs advanced technologies to enhance brand visibility and engagement. Through data analytics and AI algorithms, they match brands with the most suitable influencers whose audience demographics and interests align seamlessly. This strategic approach ensures authentic brand affinity and drives brand awareness, leading to increased customer acquisition for their clients.
On your commitment to personal growth and societal progress translates into its business practices and collaborations with influencers and brands
My Haul Store’s commitment to personal growth and societal progress is reflected in its business practices and collaborations with influencers and brands. They prioritize working with influencers who share their values of inclusivity, diversity, and sustainability, fostering partnerships that contribute positively to social causes and community empowerment. By nurturing a culture of collaboration and mentorship, MHS ensures that both brands and influencers thrive in an environment that promotes mutual respect and shared success.
On sharing insights into your organization’s culture and fostering creativity, collaboration, and excellence among team members
The organizational culture at My Haul Store is characterized by creativity, collaboration, and excellence. Team members are encouraged to think innovatively and explore new ideas, fostering a culture of continuous learning and experimentation. Cross-functional collaboration is key, with teams from different departments working seamlessly together to ideate, execute, and optimize campaigns. Recognizing and rewarding excellence is ingrained in their culture, ensuring that team members are motivated to deliver exceptional results for their clients.
On future trends MHS anticipate in the influencer marketing industry
As one of the leading influencer marketing agencies in India, My Haul Store is constantly anticipating and adapting to future trends in the industry. They foresee the continued rise of micro-influencers and niche communities, and are expanding their network to include these valuable segments. Additionally, they are exploring innovative formats such as live streaming and interactive content to drive deeper engagement and foster meaningful connections between brands and consumers. By staying agile and proactive, My Haul Store is poised to remain at the forefront of influencer marketing and deliver measurable results for their clients.
Mumbai: Social media, once a novelty, has become an ingrained part of our lives. Platforms like Facebook, Twitter(now X), and Instagram connect us with friends and family, inform us about current events, and entertain us with endless content. But how will social media evolve in the coming years? What trends and technologies will reshape how we interact online?
The rise of artificial intelligence (AI)
AI has started interacting with and merging social media, and its influence will grow. Here are some ways AI will impact the future:
. Content creation and personalisation: AI can analyze user data and preferences to create personalized content feeds. Imagine platforms curating news articles, videos, and posts tailored to your interests. AI can also assist content creators by generating ideas, writing captions, and editing visuals.
. Community management and moderation: AI-powered chatbots can handle basic customer service inquiries and answer frequently asked questions, freeing human moderators to focus on complex issues. AI can detect and remove harmful content, promoting a safer online environment.
. Targeted advertising: AI will allow advertisers to hyper-target their campaigns, reaching the specific demographics and psychographics most likely to be receptive to their messages. This will lead to more effective advertising and a more personalized user experience.
The power of data and analytics
Social media platforms collect vast user data, providing valuable insights into user behaviour and preferences. How will this data be used in the future?
. Social listening and brand reputation management: Brands can leverage social media data to understand public sentiment towards their products and services. They can then use this information to improve customer satisfaction, address negative feedback, and build brand loyalty.
. Predictive marketing and content strategy: By analyzing user data, social media platforms and brands can predict what content will resonate with specific audiences. This allows for more targeted content marketing strategies, increasing engagement and conversion rates.
. Evolving user privacy concerns: As data collection becomes more sophisticated, concerns about user privacy will continue to rise. Platforms must strike a balance between gathering valuable data and respecting user privacy. We might see stricter regulations and increased user control over data collection and use.
The shift towards immersive experiences
The future of social media might be on something other than our screens. Emerging technologies like (AR) and (VR) could play a part in how we interact online.
. The rise of the metaverse: The metaverse, a hypothetical future iteration of the internet, could be a persistent, immersive virtual world where social interactions occur through avatars. Meta’s project didn’t go as planned, but we shouldn’t immediately disregard it!
. Enhanced social experiences: AR overlays digital elements onto the real world. Imagine using AR filters to try on clothes virtually before buying them or using location-based AR features to discover new restaurants and hidden gems in your city.
. Interactive content and storytelling: Social media platforms could integrate AR and VR elements into their existing formats.
Focus on authenticity and community building
As users become increasingly aware of the adverse effects of social media, platforms will need to prioritise user well-being and foster a sense of authentic connection. Here are some potential trends:
. The rise of private messaging apps: Users may shift towards private messaging apps that offer a more intimate and controlled environment for communication. Platforms like Discord and Telegram are already experiencing significant growth, catering to communities with more specific interests.
. The decline of clickbait and misinformation: With increased user scepticism towards online content, platforms should identify ways to solve the spread of misinformation and promote reliable sources. Algorithmic changes and fact-checking initiatives will be crucial.
. Focus on meaningful interactions and well-being: Users crave genuine connections and positive online experiences. Platforms may prioritize features that promote healthy online communities, fostering meaningful discussions and real-world interactions.
The future of social commerce
Social media is no longer just a tool for connection; it’s becoming a powerful platform for commerce. How will social commerce evolve in the future?
. Seamless shopping experiences: Social media platforms integrate features that allow users to discover products, browse reviews, and purchase directly within the app. One-click buying and integration with payment platforms will further streamline the shopping experience.
. The rise of influencer marketing: Influencers will continue to play a significant role in social commerce. Brands will partner with micro-influencers with highly engaged audiences to promote products and services more authentically.
The evolving role of social media platforms
As technology and user preferences evolve, social media platforms must adapt to remain relevant. Here are some potential changes in the platform landscape:
. The rise of decentralised social media: Decentralised social media platforms give users more control over data and content. These platforms utilize blockchain technology to distribute data storage and content moderation across a network of computers. While still nascent, decentralized platforms could offer a more user-centric alternative to traditional social media giants.
. Subscription-based models: Social media platforms may charge a subscription fee for premium features or ad-free experiences. This could provide a new revenue stream for platforms while giving users more control over their experience.
. The rise of niche platforms: Niche platforms will continue to emerge, catering to specific interests and communities. These platforms offer a more focused and potentially less toxic environment for users with shared interests.
The ethical considerations of a connected future
The future of social media presents exciting possibilities but also raises ethical concerns. Here are some issues that need to be addressed:
. The impact on mental health: Social media is linked to depression and other mental health complications. Platforms are responsible for promoting healthy online habits and creating features that support user well-being.
. The spread of misinformation: The spread of false information on social media can significantly impact society and democracy. Platforms need to implement stricter fact-checking mechanisms and educate users on media literacy.
. Data privacy and security: Data collection is becoming sophisticated, and user privacy concerns will remain paramount. Platforms must be transparent and empower users to control their data.
Social media has changed the way we communicate and interact with the world. With evolving technology, social media’s future will be more immersive, personalized & data-driven. While exciting opportunities lie ahead, addressing ethical concerns and ensuring a future where social media fosters positive connections, promotes well-being, and empowers users is crucial.
This future will require ongoing collaboration between users, platforms, and policymakers to create a responsible and equitable online environment. By harnessing the power of technology for good, social media can continue to connect us, inform us, and empower us to create a better future.
The article has been authored by The Hype Capital founder Sachin Shah.
Mumbai: Blink Digital is excited to announce a strategic partnership with Meta and Only Much Louder to deliver an intensive one-day workshop on 28 May, focused on the power of Reels in performance marketing. This initiative aims to educate brands and marketers on creating compelling, thumb-stopping content that drives both engagement and action. With the growing importance of short-form video content, the workshop will highlight the benefits of investing in Reels as high-performing assets.
Blink Digital, an award-winning independent digital agency, aims to bring their learning of global clients to India. With a staggering 100M spent on reel by Blink last year, the session will be power-packed with insights and learnings with Meta as a leading discovery platform and Only Much Louder enhancing the focus on creator content, this workshop represents a unique opportunity for brands and creators alike to stay ahead in the dynamic field of performance marketing.
Meta, India head of agency Gaurav Singh will deliver the keynote address, setting the stage for a series of sessions and workshops. Topics include ‘Reels in Modern Marketing’ by Anoop Menon, Agency Partner at Meta, India, and ‘Creating High-Performance Reels’ by Dia Kirpalani, Head of Creative Strategy at Blink Digital.
“This initiative is designed to educate brands at the forefront of the digital ecosystem,” said Blink Digital co-founder and COO Rikki Agarwal. He added, “Utilising short-form video content on Reels is crucial for brands to thrive online. We grasp the nuances of the global market and aim to bring those insights to India. At Blink Digital, we are convinced that creativity is paramount, and when executed well, it drives the performance brands require.”
Only Much Louder CEO Gunjan Arya added, “We are excited to bring our network of creators and brand partners to this workshop, with whom OML has had the privilege to keep in step with as the platform has grown. Borrowing from our insights having worked with over 10,000+ creators in 20+ countries, we are offering participants real-world insights and practical tips on creating impactful Reels. We assure you that everyone attending will gain valuable knowledge and skills, making this workshop beneficial for both brands and creators alike.”
Join us for an exclusive session where we share our insider secrets. Learn how to optimise your media spending, ensure each investment delivers exceptional ROI, and drive remarkable growth. RSVP now to secure your spot and take the first step toward unlocking your brand’s full potential.
You can register and see the agenda here – https://blinkdigital.in/metaday/
Mumbai: In the fast-paced digital age, traditional office setups are undergoing a significant transformation. The rise of co-working spaces has revolutionized the way we perceive and utilize workspaces, offering flexibility, collaboration, and a sense of community to modern professionals. At the heart of this evolution lies social media, acting as a catalyst for connecting individuals, fostering collaboration, and shaping the future of workspace dynamics. Coworking spaces offer flexible, communal work environments with shared amenities, fostering collaboration, while traditional offices provide private, dedicated spaces with fixed leases and individualized setups.
Co-working spaces have emerged as a haven for freelancers, startups, and remote workers seeking an alternative to the conventional office environment. Beyond providing a physical workspace, these spaces cultivate a vibrant ecosystem where professionals from diverse backgrounds converge, exchange ideas, and collaborate on projects. However, the true magic of co-working spaces lies in their ability to leverage social media platforms to facilitate networking and foster a sense of belonging.
Platforms like LinkedIn, Twitter, and Instagram serve as virtual bridges, connecting individuals with shared interests, skills, and goals. Co-working spaces harness the power of these platforms to amplify their community-building efforts, reaching a broader audience and attracting like-minded professionals. Through targeted social media campaigns, co-working spaces showcase their amenities, events, and member success stories, enticing individuals to join their vibrant communities. During the projection period of FY2024-FY2031, the Indian co-working space market is expected to develop at a compound annual growth rate (CAGR) of 13.47 per cent, from its estimated size of $ 0.63 billion in FY2023 to $ 1.53 billion in FY2031.
Moreover, social media enables co-working spaces to nurture an engaged community beyond their physical boundaries. From hosting virtual networking events to facilitating online discussions and knowledge-sharing forums, these platforms bridge the gap between remote workers and create opportunities for meaningful connections. Through hashtags, geotags, and online groups, professionals can easily discover co-working spaces, engage with fellow members, and collaborate on projects irrespective of their location.
The collaborative nature of co-working spaces is further enhanced by social media platforms that facilitate real-time communication and collaboration. Tools like Slack, Microsoft Teams, and Zoom enable seamless interaction among members, fostering teamwork and innovation. Whether it’s brainstorming ideas, seeking feedback, or coordinating projects, these platforms break down geographical barriers and empower individuals to work together regardless of their physical location.
Furthermore, social media plays a pivotal role in shaping the identity and culture of co-working spaces. Through curated content, behind-the-scenes glimpses, and member testimonials, co-working spaces craft a compelling narrative that resonates with their target audience. By showcasing their unique values, ethos, and community initiatives, these spaces attract individuals who align with their vision and contribute to a vibrant ecosystem of collaboration and creativity.
Additionally, social media serves as a powerful tool for brand advocacy and member engagement within co-working spaces. Members can share their experiences, achievements, and insights across social media platforms, amplifying the reach of co-working spaces and attracting potential collaborators and clients. By fostering a culture of sharing and recognition, co-working spaces cultivate a sense of pride and ownership among their members, driving retention and fostering a thriving ecosystem of collaboration.
In conclusion, the rise of co-working spaces is intricately intertwined with the evolution of social media, which acts as a catalyst for community building, collaboration, and brand advocacy. By leveraging the power of social media platforms, co-working spaces create vibrant ecosystems where professionals can connect, collaborate, and thrive. As we navigate the future of work, the synergy between co-working spaces and social media will continue to shape the way we perceive and engage with workspaces, fostering innovation, creativity, and collaboration on a global scale.
The following article is attributed to Space Creattors Heights CEO Henna Misri.
Mumbai: DeadAnt, a media and entertainment company that’s at the leading edge of Indian comedy, today announced the much-anticipated fourth edition of India’s only comedy accolades: the DeadAnt Comedy Awards (DACA). Celebrating the pinnacle of comedic brilliance across diverse categories, DACA 2024 will honour comedians and comedy creators who entertained us and made us laugh in 2023. Starting from 18th May, fans can cast their votes for their favourite comedians—and their contributions to the world of comedy—in 10 popular categories on DeadAnt’s official website. The winners across all segments will be announced soon.
The competition will be at an all-time high with exciting face-offs in store at DACA 2024. From Zakir Khan, Tanmay Bhat, and Abhishek Upmanyu to Kusha Kapila, Shreeja Chaturvedi, and Urooj Ashfaq, among many others, India’s biggest and most talented comedians will be pitted against each other for the coveted titles. The ‘Best Online Comedy Special’ category will witness 15 renowned comedians going head-to-head, including Zakir Khan, Aakash Gupta, Biswa Kalyan Rath, and Anubhav Singh Bassi, among others. The ‘Best TV/Web Series/Format Show by a Comedian’ category will keep comedy superfans on the edge of their seats with nominees including Permanent Roommates S3, Guns & Gulaabs, Happy Family: Conditions Apply, and more. Furthermore, Kusha Kapila, who won Funniest Person On The Indian Internet Award last edition, will gear up to defend her title as she faces off against the likes of Niharika NM, Srishti Dixit, Vishnu Kaushal, Jose Covaco, to name a few, who are in the running for the accolade this edition around. But that’s not all! DACA 2024 will also feature Critics’ Choice Awards and Peer Picks Awards–each judged by a special hand-picked jury–which will be announced shortly as well.
DeadAnt founder & CEO Ravina Rawal remarked: “We are excited to return with another exciting edition of DeadAnt Comedy Awards, recognising talent in the Indian comedy landscape. Our beloved artists have achieved instrumental milestones in recent times, elevating the scale of Indian comedy culture to new heights, and we look forward to honouring them at DACA 2024. We invite all comedy superfans to be a part of this one-of-its-kind celebration of comedic excellence by voting in large numbers for their favourite comedians. After all, fans will play an integral role in helping them win big across various categories.”
Voting for DeadAnt Comedy Awards 2024 is now live on http://www.deadant.co/DACA24 with the winners set to be unveiled soon.
Mumbai: In the bustling realm of digital media, two formidable players stand out: PunToon Kids and VidUnit Media Pvt. Ltd. Each entity commands its domain within the digital landscape, captivating audiences and brands alike with their unique offerings.
PunToon Kids, founded with a vision to engage and educate young minds, has become a household name in children’s content. Through its vibrant YouTube network, featuring beloved characters Gattu and Chinki, PunToon Kids seamlessly blends entertainment with learning, fostering values and cultural appreciation among children aged 3 to 8.
On the other end, VidUnit Media Pvt. Ltd. emerges as a trailblazer in the realm of influencer marketing, harnessing the power of multilingualism to connect brands with diverse audiences across India. With its headquarters in Mumbai, VidUnit has redefined brand management through a data-driven approach and a keen understanding of audience demographics.
Delving into the intricacies of VidUnit’s methodology unveils a meticulous blend of technology and human expertise. From selecting influencers to crafting bespoke campaigns, VidUnit navigates the dynamic landscape of digital marketing with finesse, ensuring that each collaboration resonates authentically with its target audience.
Indiantelevision caught up with VidUnit founder Sourabh Kumar to explore its unique strategies, successful collaborations, and unwavering commitment to driving meaningful outcomes for brands and creators alike. From captivating campaigns to insightful analytics, VidUnit epitomises excellence in multilingual influencer marketing, shaping the future of digital engagement.
Edited excerpt
On VidUnit ensuring a comprehensive understanding of audience demographics and engagement metrics
We ensure a comprehensive understanding of audience demographics and engagement metrics through two steps. First, we utilise an in-house tool that we’ve developed. Second, our team scrutinises the shortlisted profiles, analysing factors such as comments, likes vs. views, subscriber vs. views ratio, and more. We have a dedicated team that focuses on examining creators’ demographics and engagement, not solely through marketing tools, but by actually analysing each profile. This involves reading comments on their latest reels, determining when they last collaborated with a brand, evaluating the performance of specific videos, and so forth.
On the process of selecting and collaborating with the 500 celebrities and key opinion leaders (KOLs) across various industries
The first step is to select influencers and celebrities based on various metrics such as the type of content they create, their target audience, engagement ratio, likes/views ratio, and the appeal of their content, among others. Following that, we review each creator once again with team members who are experts in specific subjects like fashion, education, tech, and so on, ensuring alignment with the brand’s objectives. If necessary, we also provide one or two lines explaining why we suggest these creators and their rationale. Once the team is convinced that a particular creator or celebrity aligns with the brand, it becomes easier to convince the brand as well
On challenges, if any, does VidUnit face in catering to such a diverse audience base
VidUnit operates as an agency in 13 different languages and deals with creators from various backgrounds and cultures on a daily basis. Since we work with numerous creators across the country, we encounter some cultural and regional differences that we must eventually address.
For example, in Odia culture, one might perceive certain content as less visually appealing, yet it may resonate well within that particular region. Initially, this posed a challenge for us. However, with growing experience and an expanded team dedicated to specific regions, it has now become one of our strengths.
On VidUnit ensuring that each campaign aligns with the brand’s objectives and target audience
We provide clients with a brief template that we’ve developed over years of experience. This template addresses all the fundamental queries and concerns necessary for us to understand the brand’s requirements.
Understanding the brand’s brief, objectives, and brainstorming ideas and strategies as a team is our forte. Collaboration allows us to generate ideas collectively, recognising that input from six people is always better than one, isn’t it? During our discussions, we ensure to address basic questions such as:
1 Are we clear on the brand’s brief and objectives?
2 Is there anything the brand may have missed out on during the briefing call?
3 We shortlist creators who best fit the brand, providing reasons and ideas for what the influencer can bring to the table.
4 Are we paying the creator the appropriate amount? If not, what’s the best possible cost to finalise the deal?
When planning a campaign, we remain open to necessary changes during execution. After the first few videos go live, we analyse what’s working and what’s not. If something isn’t performing well, we swiftly devise alternate solutions without disrupting the campaign’s flow.
On VidUnit evaluating the success of a campaign post-execution
Based on the campaign brief from the brand, we design the campaign strategy and develop the best plan possible to achieve the desired results for the brand.
We consider two metrics to measure the success of a campaign, depending on the brand’s requirements. The first metric is an engagement-based success campaign, which relies on factors such as the reach of a particular video, the number of likes and comments received, and the quality of comments on the post. The second metric is Installs/registration campaigns, which measure the number of installs generated through a specific link mentioned in the creator’s description. This could also involve the use of a coupon code if the goal is to increase product sales.
We hold weekly discussions with the client to review the creators that have gone live during the week and assess their performance. If the performance is below expectations, we conduct a brief discussion to identify the reasons and seek solutions.
On VidUnit ensuring brand messaging integration within influencer content is seamless and effective
Once an influencer is shortlisted by the brand, we immediately conduct a brainstorming session to generate ideas on how the influencer can best promote the product.
Following this, we also engage in discussions with the creators to gather their input, aiming to collectively develop the most effective ideas while ensuring the quality of the content remains high.
Several factors are involved in this process, including ensuring that the ideas align well with the creator’s content. We study the creator’s profile to determine which videos perform best on their channel, integrating the brand or product into such videos to achieve the best possible traction.
On VidUnit ensuring efficient reach to niche audiences across the country
VidUnit, as a platform, hosts over 20,000 creators spanning various categories and regions. The platform provides us with the option to filter creators and select those that meet our requirements. Once we have an understanding of the brand’s brief and budget, we devise a plan to ensure we reach the right target audience and an optimal number of people.
For instance, if the budget is 10L, we may suggest engaging two prominent creators charging 5L each or a combination of creators whose fees collectively amount to 10L. This approach ensures the brand reaches as many people as possible. If we don’t achieve the desired views from a particular creator, we may request additional deliverables. While creators are not obligated to comply, VidUnit as an agency endeavours to maximise their contribution to ensure the brand’s satisfaction
On the examples of successful campaigns executed in collaboration with these trusted partners
Telugu Launch on Duolingo
We launched Telugu as a language for one of the most popular language-learning applications worldwide. We worked with more than 200 YouTube creators from Telangana and AP in just one month, and the campaign was a huge success.
Dipika ki Duniya X Duolingo
Collaborated thrice in 3 years with a creator called Dipika. During each collaboration, we added an emotional touch to the integrations and discussed how learning English can genuinely transform someone’s life.
Reddit X Saiman Says
Working with Saiman was a great idea because he is an enthusiastic Reddit user himself and can talk extensively about the app. This helped us get a lot of new installs on the app since the collaboration was genuine and built trust around the brand.
Nishu Tiwari X Orient
On Republic Day 2023, Orient elegantly decorated several locations throughout India with tri-coloured lights. The idea was to visit the location, create a reel as organically as possible, and capture the lighting and décor in addition to showcasing the amazing work that Orient has done through Influencers.
3D Bear – Puntoon Kids
The brand started off with 2 videos initially as a pilot project which worked out really well. They then decided to do a long-term deal as well with a mix of pre-rolls and integrations.
On VidUnit differentiating itself from other influencer platforms, especially in terms of its multilingual capability
On VidUnit, it’s not just talents and influencers who can register; there are also agencies that register themselves on the platform, providing us with an additional push to execute campaigns with quick turnaround times (TAT).
Some agencies manage 4-5 exclusive artists, and our in-house language experts play a vital role in handling briefs from specific regions. Having worked in 13 different languages for a significant period, we have established strong relationships with artists from various regions and backgrounds, reducing our dependency on the platform
Mumbai: In today’s digital era, the hospitality industry is experiencing a profound shift in how guests perceive and engage with brands. No longer solely reliant on traditional marketing tactics, consumers now turn to social media platforms and online reviews to gauge the trustworthiness and quality of hospitality offerings. This paradigm shift presents both challenges and opportunities for hospitality brands to cultivate and sustain brand loyalty.
Social media platforms have become indispensable tools for brands to directly engage with their audience. Prompt and personable responses to inquiries and feedback not only foster a sense of connection but also showcase a brand’s commitment to customer satisfaction. Moreover, these interactions provide a unique opportunity to convert curious browsers into loyal patrons.
Online reviews, akin to modern-day word-of-mouth, wield significant influence over consumer decisions. Positive testimonials serve as powerful endorsements, instilling confidence in prospective guests and prompting them to book experiences or upgrades. Conversely, negative reviews present opportunities for brands to demonstrate responsiveness and dedication to continuous improvement.
Beyond mere endorsements, guest testimonials offer invaluable insights into real-world experiences, guiding potential guests in their decision-making process. By actively soliciting and incorporating feedback, brands can iteratively enhance their offerings, signaling a genuine commitment to customer preferences.
In the digital landscape, where attention spans are fleeting and competition is fierce, cultivating brand loyalty is paramount. Social media and online reviews serve as conduits for building emotional connections with consumers, driving repeat patronage, and lowering the cost of customer acquisition.
With the impending demise of third-party cookies, the importance of direct channels and social media engagement cannot be overstated. These platforms serve as invaluable sources of guest preferences and feedback, enabling brands to tailor their offerings and strengthen brand loyalty.
In conclusion, in an increasingly digitalized world, hospitality brands must adapt their strategies to leverage the power of social media and online reviews. By fostering authentic connections, soliciting feedback, and prioritizing customer satisfaction, brands can cultivate lasting relationships with guests, ensuring sustained success in the dynamic landscape of the digital age.
The following article is attributed to Araiya Hotels & Resorts COO Murlidhar Rao.
