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Category: MAM

  • SmartConnect earns prestigious title of Xiaomi Internet Business 2023 Agency of the Year

    SmartConnect earns prestigious title of Xiaomi Internet Business 2023 Agency of the Year

    Mumbai: Amidst the vibrant January of the year 2024, the Xiaomi Internet Partner Conference (MIPC) unfolded, weaving a narrative of collaboration and acknowledgement. Departing from its conventional format, this year’s summit metamorphosed into a leadership gathering under the guidance of senior executives from Xiaomi Group. It provided an exclusive forum for the dissemination of Xiaomi’s strategic enhancements and novel plans for Xiaomi’s Internet business to industry partners.

    At this zenith event, SmartConnect was unveiled as the esteemed Agency of the Year for 2023 by Xiaomi’s Internet Business Department. This recognition underscores SmartConnect’s steadfast dedication to excellence, innovation, and notable contributions to the expansion of Xiaomi’s internet business. The endorsement from Xiaomi solidifies SmartConnect’s pivotal role as a core agency, heralding an exciting journey of partnership ahead.

    A notable highlight was the comprehensive exposition provided by Song Qiang, General Manager of Xiaomi’s International Internet Business Department, elucidating Xiaomi’s internet business.

    In his address, Song Qiang underscored Xiaomi’s pledge to expand its international Internet service territory, forge a multi-terminal hardware ecosystem, and construct an Internet ecological platform centred around applications, games, content, and advertising. He spotlighted Xiaomi’s overseas application store GetApps and the game distribution brand Mint Games, both of which have experienced substantial growth and engagement.

    SmartConnect, as one of the first market participants focusing on OEM inventories, provides mobile marketing services globally in a variety of different segments, such as mobile games, mobile applications, cross-border e-commerce and other Internet industries. In terms of scale, SmartConnect provides international services for more than 150 global advertisers, covering more than 200 countries and regions across the world.

    SmartConnect is honored to receive the Agency of the Year 2023 award which is a testament to the unwavering commitment to excellence and our resolve to foster growth and innovation in partnership with Xiaomi. SmartConnect eagerly anticipates sustaining fruitful collaboration and contributing to Xiaomi internet business’ global expansion endeavours.

    As Xiaomi’s International Internet Business Department continues to expand its international Internet platform strategy, SmartConnect remains dedicated to working closely with Xiaomi and other partners to cultivate a sustainable and mutually beneficial ecosystem.

    SmartConnect’s acknowledgement as Xiaomi’s 2023 Agency of the Year is not merely an accolade; it’s an invitation for partners and clients to embark on a journey of innovation and success. As encapsulated by the theme of the MIPC 2024, it’s time to “Grow with Xiaomi,” and SmartConnect stands poised to be a driving force in this exhilarating chapter of Xiaomi’s Internet platform odyssey.

  • Crocs ignites the Holi Spirit: Unveils new campaign

    Crocs ignites the Holi Spirit: Unveils new campaign

    Mumbai: Celebrating the vibrancy of Holi, Crocs, the footwear brand renowned for its unparalleled comfort and style, has marked a significant milestone today by unveiling its thematic campaign for Holi in India. Featuring new brand ambassadors Vedang Raina and Rasha Thadani, the campaign embraces the spirit of #ComeAsYouAre, celebrating individuality and self-expression, combined with the collective jubilation of Holi – a festival that epitomizes hues of togetherness and joy. Crocs, with its iconic Classic Clog and Jibbitz charms, becomes the canvas for this expression, embodying the very spirit of the festival.

    Conceptualized and produced by Supari Studios, the campaign film features Vedang and Rasha in a spirited celebration. From friendly excitement to spontaneous dance-offs, the film seamlessly highlights the functionality and style of Crocs as the perfect accessory for a festival like Holi. Amidst a joyous montage of thandai, jalebis, and festive revelry, the video concludes with Crocs adorned in Holi colours, symbolizing the aftermath, as Rasha, Vedang, and their friends relax. Crocs inaugural Indian Holi campaign underlines the continuous brand effort to grow its cultural relevance in the country.

    Commenting on the vision behind Crocs’ new campaign,  Crocs vice president and general manager, India, Middle East and Africa Sumit Dhingra said, “We are elated to launch our latest thematic campaign amidst the vibrant festivities of Holi. Holi, being deeply cherished by Indians, embodies the values of colour, vibrancy, and togetherness, perfectly aligning with Crocs’ ethos. Our campaign, with Vedang Raina and Rasha Thadani, is an integral part of creating a connection to our consumers in India and we sincerely hope it strikes a chord with those who believe in self-expression and painting their own canvases with joy.”

    Rasha Thadani too expressed her excitement around the film, saying, “Holi has always been close to my heart for many reasons and the memories associated with it are always joyful. Being on set for this video has been both a personal and professional joy. Vedang and I had an absolute blast and it felt like I had gone back to my childhood, especially with the Jibbitz, it felt like I was a 5-year-old in candyland. I am elated that the campaign is finally out for audiences to see, and I hope it reaches the hearts and minds.”

    Adding on, Vedang Raina said about this bright new venture, “Shooting the campaign was an absolute delight and brought in a strong sense of nostalgia for both Rasha and me. I think what’s so special about it is both Holi and Crocs are harmonious in the values of celebration, togetherness and liveliness. The ideologies go hand in glove with each other and I hope the fun we had on set, translates into happiness for the viewers.”

    “This campaign is a celebration of friendship, fun, and festive spirit, highlighting not only the joy of Holi but also the remarkable functionality, durability, and style of Crocs. We’re thrilled to have collaborated with Crocs to unveil a thematic campaign championing self-expression and togetherness, and offering a bold style statement for the festive season” adds Supari Studios VP-content production Mitali Sharma.

    Going live on 15 March 2024, the Crocs Holi campaign will be available across social, digital, Retail and e-comm channels.

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Crocs India (@crocsindia)

     

    Crocs India encourages everyone to share their unique Holi moments using #ComeAsYouAre #YourCanvasForExpression

  • From Street to Suite: BlackCab Agency Network’s Creative campaign for Sofitel Mumbai BKC

    From Street to Suite: BlackCab Agency Network’s Creative campaign for Sofitel Mumbai BKC

    Mumbai: BlackCab, a creative digital marketing agency collaborates with Sofitel Mumbai BKC, a French luxury and local cuisine in the world’s most exciting city Mumbai. Secret Sauce Studios, a BlackCab Agency Network, brings its expertise with strong research and understanding of photography, and cinematic videography, ensuring Sofitel stands out with a flavour of its own.

    BlackCab’s initial inspiration for the project stemmed from a desire to pay homage to Mohammad Ali Road and integrate it into the larger narrative of the festival “Jashn-E-Iftar ”. Sofitel, renowned for its culinary excellence, seamlessly incorporated the concept by assembling a diverse chef team, recreating the magic of Mohammad Ali Road within the opulent ambience of their establishment. This fusion of expertise and cultural homage ensured that patrons experienced the authentic flavours and vibrant atmosphere synonymous with the iconic street, adding a unique and immersive dimension to the festival experience.

    Secret Sauce Studios endeavoured to not only document the dishes but also capture the heartfelt narratives underlying chefs, creating a rich tapestry of culture and community that goes beyond mere culinary offerings. Through the camera lens of Secret Sauce, the aim was to immerse viewers in a realm where each ingredient narrates its tale, every dish symbolizes a dedication to craftsmanship, and every instance pays homage to the enduring traditions that shape Ramadan at Mohammad Ali Road. 

  • Consumers must be made aware of packaging malpractices & misbranding of edible oil products

    Consumers must be made aware of packaging malpractices & misbranding of edible oil products

    Mumbai: As we celebrate World Consumer Rights Day on 15 March, it serves as a timely reminder of being informed as consumers, especially regarding everyday household staples like edible oil. Therefore, choosing the right cooking oil is crucial for maintaining good health and well-being.

    However, recent reports of mislabeling and unsafe packaging methods in the edible oil industry raise safety concerns for consumers. Given the highly competitive landscape of the Indian edible oil market, some edible oil makers, especially unorganized ones, are allegedly indulging into malpractices to maximize their gains. There are reports of refined palm oil being repackaged in different-sized containers and these containers are labelled and sold as other refined edible oils such as cottonseed oil, groundnut oil or sunflower oil. This practice is misleading and violates the regulation enlisted by the Food Safety and Standard Authority of India (FSSAI).

    According to the FSSAI, every food package must clearly and precisely represent its contents on the product ensuring transparency and awareness among the consumers making well–informed decisions based on their requirements and preferences.

    The concern here is of consumer health as different cooking oils have variable nutritional properties. Finding the wrong edible oil may impact the consumers with specific allergies to the refined palm oils triggering adverse health issues such as indigestion and also boost bad cholesterol inducing cardiovascular disease. Moreover, consumers seeking health benefits associated with cottonseed oils or any other edible oils are misled by the label on the package.

    Adding further concerns, there have been reports of using recycled tins for packing edible oil. This contradicts the regulations laid by FSSAI which prohibit the use of recycled tins under the packaging rules and mandates the use of only prime-grade tin plates specifically for packing edible oil. The FSSAI central authority has clearly stated in their notification that “such tins containers once used shall not be re-used for packaging of any article of food.”

    Recycled tins, particularly those tins which are not cleaned or repurposed adequately, might preserve harmful bacteria. The migration of harmful contamination into the edible oil may result in serious health issues, potentially related to foodborne infections, allergic reactions or chronic health problems. Furthermore, recycled tins fail to offer the same level of shelf life for the oil against the environmental factors, releasing dangerous chemicals and rust, potentially leading to rapid spoilage of the edible oil.

    As consumers, one should be completely aware of these critical issues and thereby always choose safe and accurately labelled edible oil. Consumers should carefully check the labels of the edible oil and verify the FSSAI license number on the product to ensure its credibility.  

    Nonetheless, the responsibility solely doesn’t lie with consumers. The edible oil industry players must come together to eliminate such malpractices within the industry and promote transparency while strictly adhering to the FSSAI’s standards. It is high time that industry should launch an awareness drive in collaboration with general public to identify entities or people indulging in such malpractices and report them to the competent authority. The industry must pledge themselves to provide the consumers with safe and trustworthy cooking oil options, while encouraging all the consumers to be aware and choose reputable brands that value transparency and ethical practices.

    The author of this article is Gujarat Oil Refiners’ Association secretary Snehal Patel.

  • The role of storytelling in jewellery marketing

    The role of storytelling in jewellery marketing

    Mumbai: In today’s competitive jewelry market, where brands vie for attention and recognition, storytelling has emerged as a powerful tool to create emotional connections with customers, enhance brand authenticity, and differentiate brands. In this article, Lagu Bandhu director Parag Lagu delves into the significance of storytelling in jewelry marketing and explore how it can be effectively utilized to elevate a brand’s presence and impact.

    1. Creating emotional connections:

    One of the most compelling aspects of storytelling in jewelry marketing is its ability to evoke emotions and resonate with customers on a deeper level. By crafting narratives around the inspiration behind each piece, the craftsmanship involved, or the journey of the brand, marketers can forge meaningful connections with consumers. Whether it’s a tale of heritage and tradition or a story of innovation and creativity, compelling narratives have the power to captivate hearts and minds, fostering loyalty and engagement.

    2. Enhancing brand authenticity:

    In an age where consumers are increasingly drawn to authentic and meaningful experiences, storytelling offers jewelry brands an opportunity to showcase their values, ethos, and unique identity. By sharing stories that reflect the brand’s heritage, values, and commitment to sustainability or social responsibility, marketers can build trust and credibility among discerning consumers. Authentic storytelling sets the brand apart in any crowded marketplace, reinforcing its distinctiveness and relevance.

    3. Differentiating jewellery brands:

    With countless options available to consumers, standing out in the jewellery market requires more than just beautiful designs, it demands a compelling narrative that resonates with the target audience. Storytelling enables brands to differentiate themselves by infusing their products with meaning, context, and significance. Whether it’s the story of a rare gemstone sourced from a remote corner of the world or the narrative of a collaboration with a renowned artist, unique stories add depth and allure to the brand, setting it apart from competitors.

    Storytelling has emerged as a cornerstone of effective jewellery marketing, offering brands a powerful means to connect with customers, convey authenticity, and differentiate themselves in a competitive landscape. By harnessing the emotive power of storytelling, we at Lagu Bandhu too as a core value try to forge lasting relationships with consumers, elevate our brand image, and carve out a distinctive position in the market. I feel, as the demand for authentic and meaningful experiences continues to grow, storytelling will undoubtedly remain a vital tool for shaping the narrative of jewellery brands and capturing the hearts of consumers.

  • Power-exclusive brand outlets make a powerful entry into India

    Power-exclusive brand outlets make a powerful entry into India

    Mumbai: Bata India is set to redefine the sports shoes and activewear landscape with the relaunch of Exclusive Brand Outlets for sportswear and lifestyle brand ‘Power’. Headquartered in Canada, Power is known worldwide for its high-performance sports shoes and apparel. This pivotal shift is a strategic business decision, driven by the increasing popularity of athleisure and the adoption of an active lifestyle by modern Indian consumers.

    Speaking on the occasion, Bata India managing director & chief executive officer Gunjan Shah said, “Power is a globally admired brand with a strong international presence. Recognizing the increased demand for athleisure in India, we decided to open Exclusive Brand Outlets for Power to offer a world-class shopping experience to our fitness-conscious consumers. With these new stores, we are making international technology-led footwear and apparel accessible to all. We aim to open 50 Power EBOs by the end of 2025.”

    Bata Group Pietro Schira, chief brand officer, said, “The entry of Power EBOs in India marks an exciting chapter for Power, strengthening its global presence. The outlets will provide Indian consumers unparalleled access to our innovative products, satisfying local demand for international technology with high-quality performance shoes and apparel.”

    The new store boasts of the latest and the most innovative products that offer high rebound, shock absorption, extended comfort and stability for various fitness activities like running, walking or training.  The flagship offering under running, Power XO Rise+ features a unique technology in the midsole formulation that provides 25 per cent more rebound and also gives shock absorption through tunnel technology.

    The Power Exclusive Brand Outlet is designed to create an immersive shopping experience, allowing customers to explore and indulge in the brand’s innovative offerings. To elevate customer experience, it offers global tech experience with digital receipts, Lift & Learn, and Omni-channel deliveries.

    Visit your nearest Power store or shop the entire collection at bata.com.

     

  • Sixth edition of Godrej L’Affaire to celebrate All Things Goodness

    Sixth edition of Godrej L’Affaire to celebrate All Things Goodness

    Mumbai: Godrej L’Affaire, a curated experiential luxury lifestyle platform by Godrej Industries Limited and Associate Companies (GILAC), today announced that more than 30 brands have collaborated with the platform for it’s sixth edition. Slated for Friday, 29 March 2024 at the brand’s headquarters in Vikhroli, Mumbai, Godrej L’Affaire will be celebrating ‘All Things Goodness’ at the soiree.

    Godrej L’Affaire is a brand-agnostic-owned media platform in the lifestyle space. Bringing together non-competing complementing brands in the lifestyle space, it was conceptualized to celebrate nuances of lifestyle in an experiential manner. With HSBC India, one of India’s leading financial services groups, collaborating for the sixth edition, an evening soiree will unfold with a three-pronged mission of crafting hyper-immersive experiences, building a community of lifestyle aficionados, and weaving a robust digital safe narrative for all the participating brands.

    Speaking about the sixth edition of Godrej L’Affaire, GILAC executive director and chief brand officer Tanya Dubash said, ”Creating personalized, immersive and authentic experiences for consumers in today’s ever-evolving world is imperative for any brand. Godrej L’Affaire was launched to provide these opportunities for our in-house brands as well as external non-competing brands in the lifestyle space. Our objective has been to create a community of lifestyle aficionados and drive meaningful conversations around the lifestyle space.”

    She further added, “Our theme for this year is Goodness and we aim to underscore the significance of deliberate good choices that minimise negative impact and contribute positively to society. We are extremely excited to make Godrej L’Affaire 2024 an unforgettable affair.”

    Commenting on its collaboration with Godrej L’Affaire 2024, HSBC India Arkaprava ‘Arko’ Ray, head of marketing strategy, said, “As the world’s local bank, we at HSBC passionately believe in creating meaningful conversations for nurturing relationships and building trusts with our customers. With Godrej L’Affaire also working towards creating a lifestyle community, we found a perfect synergy in providing our consumers with an experiential experience through the event. We are excited to collaborate with Godrej L’Affaire and look forward to an amazing evening.”

    Aligned to the guiding concept – ‘All Things Goodness,’ the event is thoughtfully mapped across eight zones aptly spelling out L’Affaire – Lifestyle, Awareness, Fashion, Flavour, Artistry, Innovation, Rejuvenation, and Environment.

    In sync with the same, the highlight of this lifestyle-centric soiree will be an exclusive fashion show by the renowned fashionista, Malaika Arora, showcasing her flagship brand – The Label Life. Marking an exclusive debut for the brand’s collection on the runway, Malaika would be showcasing the Spring Summer 2024 collection centred around the iconic Picnic, Party, Home, and Office look.

    The evening will also witness an electric performance by the band – The Bartender, the brainchild of Mikey McCleary – award-winning songwriter, composer and producer. Featuring Shalmali Kolghade, Medha Sahi and Kaprila Keishing, their eclectic mix of music sensibilities would be setting the tone for the evening.

    Food enthusiasts are also in for a treat. The event will mark the unveiling of the 7th edition of the Godrej Food Trends Report (GFTR), delving into the theme of “Provenance.” This insightful report delves into the deep connection between Indian cuisine and its origins, exploring the intrinsic link between ingredients, regional specialities, and traditional practices. With insights from over 350 experts, including chefs, bloggers, and food producers, GFTR 2024 sheds light on the rich tapestry of India’s culinary heritage.

    Godrej takes pride in nurturing emerging talent. Hence the event will witness the announcement of the top 25 content creators chosen through the premier influencer hunt Godrej L’Affaire Select. This program has scouted a pool of over 10,000 participants spanning 200 cities, towns, and villages across India. Mentored by internet sensation Ranveer Allahbadia, popularly known as Beer Biceps, the winners will be honoured and welcomed into the exclusive Godrej L’Affaire Select creators’ group.

    More than 30 partner brands have partnered with Godrej L’Affaire for its sixth edition. With HSBC India being the presenting partner, the soirée will offer experiences of top lifestyle brands such as D ‘Décor, The Label Life, Elior India, Women Company, KamaSutra, Cinthol, Park Avenue Perfumes, Goodknight, Aspri Spirits, Bombay Island Coffee Company, Dubai Energy, Godrej Properties, Godrej Professional and more.

    Other prominent brand partners include Godrej Capital, Godrej Yummiez, Moshi Moshi, Godrej Selfie Shampoo Hair Colour, Godrej Jersey, Godrej Magic Handwash, HIT, Godrej Agrovet (Combine & Rashinban), Godrej Real Good Chicken, Godrej aer and more.

    Bright Outdoor Media Ltd is the OOH Partner for Godrej L’Affaire 2024.

  • TiEcon Delhi 2024 lauds the power of resilience & innovation with awards across sectors

    TiEcon Delhi 2024 lauds the power of resilience & innovation with awards across sectors

    Mumbai: TiEcon Delhi 2024, the flagship startup event by TiE Delhi-NCR recognized the power of resilience and innovation in the startup ecosystem with awards & recognition across categories.Themed ‘The New Bharat: Confident | Bold| Inclusive’, the conference witnessed the celebration of entrepreneurial spirit, exclusive business networking opportunities, in addition to spotlight on exceptional startups.

    TiE Delhi-NCR & Power2SME celebrated the tenth season of the Spirit of Manufacturing Awards, honouring startups in the manufacturing domain for their remarkable achievements and innovations. The winners were awarded across four categories based on the innovative skills and the tangible impact showcased. Startups which won included: IT Adoption & Innovation: Indo Wings Pvt Ltd led by founder & CEO – Paras Jain;  Social Impact: Asli Ayurveda Wellness Pvt Ltd – founder & MD, Mohit Sardana; ·Woman Entrepreneur of the Year: Stuti Sidhu, founder, I-Gro energy Pvt. Ltd.; Young Entrepreneur of the Year: Dheeraj Kumar Tiwari, co-founder & CEO, and Himanshu Singh Raghuvanshi, co-founder & COO at CapGrid Solutions Pvt Ltd; Special Jury Award: Barbrew Beverages Pvt Ltd led by Ruchi Gupta, co-founder & CEO.

    Power2SME founder & CEO R Narayan said, “India’s ascent as a global hub for entrepreneurship owes much to its pioneering innovations, empowering start-ups and SMEs. Key government initiatives like ‘Make in India’ and ‘Skill India’ have significantly bolstered manufacturers and small businesses. The Spirit of Manufacturing Awards, now in its 10th season, remains steadfast in its mission to laud exceptional ideas, products, and entrepreneurs in the Indian manufacturing sector. This initiative underscores the vast potential inherent in India’s manufacturing landscape. Year after year, we pledge to spotlight and honour the ingenuity driving progress in this vital industry.”

    TiEcon Delhi 2024 also played host to edition 16 of the TiE-Lumis Entrepreneurial Excellence Awards, a platform that honours individuals who have demonstrated extraordinary resilience exemplifying prudence, agility & strategic vision. DigiBoxx led by the CEO, Arnab Mitra was recognized as the winner for exhibiting exceptional entrepreneurial skills in the digital industry.

    Lumis managing partner Sandeep Sinha commented, “Celebrating the 16th year of the TiE Lumis Entrepreneurship Awards fills us with immense pride. Over the years, these awards have recognized and honored the trailblazing ventures that have become category leaders, inspiring countless others in the entrepreneurial ecosystem. The TiE Lumis Entrepreneurship Awards have not only celebrated success but have also served as a beacon of hope for emerging startups, showcasing their potential and fostering a spirit of innovation. We look forward to continuing our journey of supporting and spotlighting more startups as they shape the future of entrepreneurship.”

    The conference also marked the 1st edition of the Startup CFO Awards in collaboration with Binary Semantics Ltd. The groundbreaking initiative was aimed at celebrating the exceptional achievements of chief financial officers (CFOs) in the startup ecosystem. These awards acknowledged the trailblazers whose transformative leadership are reshaping the trajectory of modern startups. The winners were awarded under multiple categories: Manufacturing Startup CFO of the Year – Ridhima Modi Agarwal, CFO of Kanpur Flowercycling Private Limited (Phool.co); Digital Enablement Startup CFO of the year – Shailesh Kaul of Signodrive Technologies Pvt Ltd;  Consumer Products, e-commerce Startup CFO of the year – Harsh Khaitan, CFO of Kwikpic; ·  Energy, Infrastructure and Cleantech Startup CFO of the year – Vaibhav Anant, representing Bambrew;  Governance and Compliance Excellence Startup CFO of the year – Ritika Khatua, CFO of Larkai Healthcare

    Binary Semantics growth and strategy leader Srijan Choudhary said, “India’s entrepreneurial growth story needs their continued focus on harnessing technology to build strong, sustainable startup ecosystems. At Binary Semantics along with TiE Delhi-NCR, we are proud to be part of a transformative journey of acknowledging and honouring the visionary CFOs shaping India’s entrepreneurial terrain. We congratulate the winners of this year. These recognize their spirit of innovation and strategic acumen driving the startup ecosystem forward”.

    TiE Delhi-NCR’s Assistive Solutions cohort comprising Neomotion, key2enable, NobaFlix put a spotlight on startups committed to advancing the quality of life for differently abled consumers.

    TiE Delhi-NCR executive director Geetika Dayal commented, “For the past decade, TiE Delhi-NCR has played a crucial role in offering a platform for founders to present their innovative ideas. We are proud to support and cultivate young businesses in India. We congratulate all the winners of this year for their unwavering commitment towards bolstering the flourishing Indian economy.”

    Edition 13 of Young Turks ‘TiE the Knot’ showcased high-potential startups pitching to a group of investors in a televised format. Startups with registered Indian entities in operations for at least three months, seeking equity investment between Rs 1 crore to 5 crore, participated in the event, demonstrating the dynamism and potential of the Indian startup ecosystem. The finalists included Nexus Power, Insurance Samadhan, CoutLoot, Degpeg, Travsie and NymbleUp which pitched to investors.

  • Hostbooks onboard Aster Business Solution as platinum partner for fueling growth

    Hostbooks onboard Aster Business Solution as platinum partner for fueling growth

    Mumbai: HostBooks Ltd, an Enterprise Business Management Solution provider for mid, large, and premium Enterprises in India, is proud to announce its latest strategic partnership with Aster Business Solutions LLP, elevating the company’s distribution and service capabilities to new heights.

    Mohammad Ateeq, Managing partner of Aster Business Solutions LLP, leverages his extensive tech background, having carved a notable career before embarking on his entrepreneurial journey with Aster Business Solutions. His profound understanding of the challenges faced by various industries in India positions him uniquely to guide businesses through their digital transformation journey with HostBooks. Under his leadership, Aster Business Solutions LLP is set to spearhead adopting HostBooks’ comprehensive software solutions across mid, large, and premium enterprises, especially within the manufacturing, hotel & restaurant, and distribution sectors. Ateeq’s confidence in HostBooks to provide a singular, comprehensive solution is set to streamline operations and drive seamless growth by addressing the inefficiencies of enterprises using multiple software systems.

    Swetak Singh, AVP & Head of Chanel Business and Balaji Subramanian, Zonal business head of HostBooks Ltd  added, “The synergy between HostBooks and Aster Business Solutions LLP represents a pivotal moment for the industry. Together, we’re setting a new standard for how businesses manage their financials and compliance, paving the way for unprecedented growth and operational efficiency.”

    Expressing his enthusiasm about the partnership, Ateeq stated, “Joining forces with Hostbooks Ltd as a Platinum Partner is not just a business decision, but a strategic move towards empowering Indian enterprises alike. The potential for growth and the opportunity to streamline business operations with Hostbooks are immense. I am incredibly excited about what the future holds for our clients and the industry.”

    Echoing Ateeq’s sentiments, Abhijit Dutta, CSO and Advisor to Board of Director remarked, “This partnership with Aster Business Solutions LLP is a cornerstone in our mission to democratize access to top-tier Enterprise business solutions for mid, large and premium industries in India. We are thrilled to have Mohammad Ateeq and his team on board, bringing their unparalleled expertise and vision to our collective journey.”

  • “Attention span is going less because of so much content in apps”: Vasuta Agarwal

    “Attention span is going less because of so much content in apps”: Vasuta Agarwal

    Mumbai: Glance has unveiled its 2024 Trends Report for India, revealing a significant shift in user engagement patterns towards personalised content discovery. With over 235 million active users, the emergence of ‘glancing’ has redefined how users interact with digital content, offering a refreshing alternative to traditional app-based browsing. This trend effectively addresses concerns such as information overload and app fatigue, allowing users to discover relevant content effortlessly.

    A noteworthy finding of the report is the active engagement of users with content in their preferred regional languages. On a daily basis, regional language content received an impressive 550 million ‘glances’, with 10 out of the top 25 pieces focusing on regional subjects like news, movies, and local interests. This surge in demand for personalised linguistic experiences is evident as users accessed regional content almost twice as much as English content.

    In terms of content consumption, national news, sports, and entertainment emerged as the top three categories, comprising 19 per cent, 18 per cent and 16 per cent of user interactions respectively. National events such as the G20 summit and the Chandrayaan mission garnered immense attention, with four billion and two billion glances respectively.

    Indiantelevision.com on the sidelines of the media roundtable conference held by Glance, caught up with InMobi Group business officer Vasuta Agarwal where she explained how this report would be beneficial from the brand’s perspective.

    Edited excerpts

    On sharing the brief of this report and the need to create one

    The report was about the user trends that we are seeing at Glance’s platform. We have been releasing similar reports every year because the intent is to capture the essence of the year on what’s been happening on Glance around the world. Last year’s report wouldn’t have been around the world because we were primarily in India and Indonesia at the time. This time we are gaining presence in other markets as well.

    On brands effectively targeting the diverse user base of over 235 million active Glance Smart Lock Screen users in India

    What we know broadly about the users is the demographic. We talked about 61 per cent being male and 39 per cent female. We know a little bit about their location and which cities they are in. We know what kind of content they are consuming like travel, who likes news, sports etc. Using all of these different elements, we create audiences which brand may want to reach out and that’s how the audience part happens. We bring in both interactivity and the engagement in the creatives.

    On the role of creativity in capturing the attention and interest of Glance Smart Lock Screen users

    I think it plays a big role. Attention span of the users is a huge challenge now because people have so much to consume and so many apps to go into. Capturing user attention has become a huge problem for brands because we have been present on the lock screen of the device. It becomes much easier for the brands to reach the users because you are right there on the first screen of the phone. Then comes the creativity like how you’re gonna hold the users attention, can you create some element of interaction, or some gamification like for example we talked about we used IPL live score to bring engagement. We used different color catalogs for American Tourister for interactivity. So different elements in the creative can help users to engage with brands.

    On attention span reducing more and more due to rapid advancement in technology

    Attention span is going less because of so much content in apps. The challenge at some times is that users themselves don’t know where to spend time. It is a combination of both. If there weren’t so many, users might not engage too much on the phone. That’s why it becomes important how you get the right information and content to the user so that their time is well spent. At Glance, we try to bring the right personalisation for users so what is useful for you might be very different then what’s useful for me and so on.

    On brands ensuring their content remains relevant with users

    There are a lot of things that brands need to do. One is that creators need to be continuously looked at because unless creatives keep with where the user is spending more time. For instance, five years back nobody was making videos on insta reels on the brand’s side. Until two and a half years back, nobody was making special creatives for brands because as users are spending more time on the platforms, brands also have to innovate and capture their attention. I think that’s a continuous thing that brands have to invest in. Now it’s much faster, earlier disruption would happen in ten years, now it happens every 6-12 months so we have to keep up with that pace.