Digital

Digital success unleashed: How to achieve maximum reach through content promotion

Published

2 years ago

December 4, 2023

Mumbai: The complexity for marketers today is that the rule book keeps evolving and changing. The fragmentation of media channels, lack of assured ROI and the options to avoid being advertised to all makes the job of making a bang for every buck spent, harder than it has ever been.

As partners to our clients, we are not only involved in the creative side of content development but we also play a big role in deciding the promotion plan, media choice and budget allocation through our media buying services. This unique capacity itself helps us look at content marketing in a holistic way, wherein we are able to pool in learnings from various departments to make sure a campaign delivers authentic results. Our North Star is not to just hit numbers when it comes to reach, but also to ensure how much engagement the content gets.

I often come across spirited discussions on how one must choose Influencers primarily as a media vehicle. Their number of followers is considered a guaranteed reach. Unfortunately, that is hardly ever the case. Going by published benchmarks, the reach rate of an Instagram account with 500K followers is 1-2 per cent for stories and 10-12 per cent for posts. Only in the case of celebrity posts have we seen a higher reach of upto 50 per cent when it comes to branded content.

Our head of digital media buying, Varun Melwani, has some interesting thoughts on the topic as well. “Look at platforms like Viral Bhayani and Instant Bollywood and evaluate their engagement rate. It gives you a very clear understanding of what people want to consume on the internet”. Meme marketing is another great avenue to accelerate reach. However, one must understand that the content that gets shared here has to be tailored to the account and its audience and not be obviously advertising-y. For example, in the past, we have ‘leaked’ frames from a celebrity ad on their fan pages with links to the brand page. This performed way better in terms of engagement and reach than when we posted the actual ad film. What comes next is to be absolutely clear about what such an activity does for the brand – does it build credibility and brand equity, no. Does it hit Awareness targets and reach. Absolutely.”

The key lies in being absolutely sharp in what the goal of the campaign is and then curating the right mix basis budgets. If influencing the brand’s perception is the primary objective, I would not consider higher reach as a success metric. I would look at the audience profile that the engagement comes from. If a brand is new and would want to increase their Awareness, One will often argue higher the budget, better the reach. But as we have established already, some strategic thinking in picking the right mix can extend the value of every ad-rupee one spends.

Here are some points and questions I go back to time and again when developing end-to-end campaigns:

1. Promotion does not just mean ads on the Big 2 platforms – Meta and Google (X is axed by most clients today for reasons known to all). Using Groups, Communities, Fan Pages, Meme Accounts can play a big role in delivering quality reach.

2. The content you create itself determines the reach it will get. The paradigm shift from pushing advertising to creating content that gets pulled, keeping audience behaviour and interests is at the key to optimising organic reach

3. Don’t expect the same content to work across platforms and ad-types. Putting the same message and same type of content will reduce the effectiveness of the money spent.

4. Read between the lines when reviewing performance reports and media pitches. There is more than what meets the eye when it comes to being ‘’assured’ a certain reach.

5. Lastly, don’t be swayed by hitting higher numbers; reaching the right audience who are engaged is far more effective than shelling big bucks to reach a lot of generic audiences.

Creativity in our industry has now transcended from content development to how to promote said content. Finding a partner who can navigate this complexity and strike a balance in the quantitative and qualitative aspect of planning the promotion mix is rare but worth the search.

This article has been authored by Makani Creatives chief brand officer Suchana Sarkar.

Related Topics:Makani creatives Suchana Sarkar

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Digital

Bartronics India unveils AI-powered voice app to scale agritech platform

Published

3 days ago

February 6, 2026

indiantelevision.com Team

HYDERABAD: Bartronics India Limited is stepping up its agritech ambitions with plans to launch a voice-first, multilingual AI-powered application in March, following a successful pilot across Maharashtra and Uttar Pradesh.

The pilot phase saw strong engagement from farmers, supported by assured produce off-take through partnerships with SNN and Origo Commodities. Drawing on on-ground feedback, the company is now upgrading the platform to enable deeper interaction, data-driven intelligence and scalable adoption across rural markets.

At the heart of the revamp is AI-enabled voice interaction in major regional languages, including English, Hindi, Marathi, Telugu and Kannada. The voice recognition and conversational agent framework is being developed by Ampivo Smart Technologies, aimed at transforming the app into an intuitive digital assistant for farmers.

Once launched, the platform will offer voice navigation, real-time alerts, contextual advisories, educational tools and interactive knowledge support, designed to improve decision-making across the agricultural value chain.

The application will also capture consent-led farmer data to connect users with electronic mandis and wider marketplaces, while enabling participation in sustainability-linked initiatives such as carbon credit programmes.

Bartronics India managing director Vidhya Sagar Reddy, said the voice-first approach reflects how rural communities naturally engage with technology and forms the foundation of a broader rural intelligence layer under Project Avio Agritech. The company aims to onboard 20 million farmers over the next three years.

Bartronics India currently operates across nearly 5,000 villages, delivering last-mile banking and digital financial services, and is expanding into integrated agritech and agri-trade solutions through its Project Avio platform.

Digital

Messi magic kicks off in India as immersive football experience lands

Published

4 days ago

February 5, 2026

indiantelevision.com Team

MUMBAI: When football dreams need a passport, Lionel Messi is ready to stamp it. The Messi Experience – A Dream Come True, the internationally touring immersive exhibition dedicated to one of sport’s most influential figures, is heading to India this March as part of its 2026 world tour. After successful runs across Buenos Aires, Puerto Rico, Panama, Beijing, Chicago, Mexico City, Miami, Los Angeles and São Paulo, the exhibition will make its India debut in Mumbai on March 20, 2026, before moving to Bengaluru from June 19, 2026. The shows will be staged at Century Mills in Lower Parel, Mumbai, and Bhartiya City Mall in Bengaluru.

Produced and promoted by Bookmyshow Live, the experience promises to pull fans inside Messi’s journey, not just his match highlights. “I am thrilled to see this project come to life and bring fans even closer to me both on and off the field,” Messi said, adding that the exhibition would allow Indian fans to relive the most unforgettable moments of his career.

Designed as a 75-minute, multi-sensory walkthrough, the exhibition unfolds across nine themed zones, blending artificial intelligence, immersive environments and exclusive content. Visitors can train like Messi, step into recreated match moments and explore personal stories that shaped his rise from his early days in Rosario to lifting the World Cup trophy in Qatar.

Bookmyshow chief business officer for live events Naman Pugalia said the India debut marks a milestone for football fandom in the country. He described Messi as a global cultural icon whose story transcends sport, adding that the exhibition reflects the company’s ambition to bring world-class immersive entertainment to Indian audiences.

Beyond the storytelling, the experience also features an official merchandise store and an activation zone, extending engagement beyond the exhibition halls. Whether for lifelong fans or first-time followers, The Messi Experience aims to turn football history into a walk-in memory, one that lets India play along with a living legend.

Digital

Work stress tops India’s mental health talk, not heartbreak or headlines

Published

4 days ago

February 5, 2026

indiantelevision.com Team

MUMBAI: When India opens up about mental health, the conversation keeps clocking in at work. A new conversation analysis by Consuma, an AI-native consumer insights platform, shows that workplace pressures are the most frequently discussed trigger in online conversations around mental health awareness in India. The study analysed 136,695 public conversations across Twitter, Reddit, Youtube and Instagram between January 1 and December 31, 2025. Within a focused subset of 20,272 conversations that explicitly discussed what triggers mental health awareness, nearly half 49.72 per cent pointed to work-related stressors, making employment the single largest trigger category online.

The findings echo concerns flagged at the policy level. India’s Economic Survey 2024–25 has already warned that hostile work environments and long working hours can hurt mental wellbeing and productivity. Online conversations suggest employees are feeling the strain long before policy catches up.

Among work-related triggers, poor work–life balance dominates the discussion at 24.37 per cent, followed by general workplace stress at 21.85 per cent and toxic work culture at 15.90 per cent. Long working hours account for 9.57 per cent of mentions, while job insecurity features in 7.50 per cent.

The numbers are backed by sharp, candid commentary. One user writes, “Most Indian employers overcomplicate employee wellness. Let people work async. Let them go for a run in the afternoon. Let them sleep in when their body needs it.”

Consuma notes that these findings apply only to conversations that explicitly discuss triggers for mental health awareness, not the entire universe of mental health discussions online.

The data shows that mental health discourse in India is overwhelmingly driven by adults in their prime working years. People aged 25–34 contribute 50.51 per cent of conversations, while those aged 35–44 account for 34.35 per cent. Together, they represent 84.86 per cent of the discussion.

Work stress, however, is not acting alone. Societal and educational pressures make up 33.98 per cent of trigger conversations, including societal expectations (14.42 per cent), academic pressure (13.92 per cent) and parental pressure (6.09 per cent). One widely echoed sentiment reads, “Indian parents will raise you with a roof over your head, food in your stomach, and shame in your soul.”

Taken together, the data points to a compounding “pressure stack” faced by working-age Indians balancing career demands alongside cultural expectations, education-linked anxiety and family pressure, all while chasing conventional life milestones.

Interestingly, the conversation is not limited to venting. Of the 26,311 conversations analysed for broader mental health themes, discussion is almost evenly split between core challenges (48.05 per cent) and solutions or support systems (43.81 per cent).

Mental health crises dominate the challenge cluster at 32.58 per cent, followed by stigma and lack of awareness at 20.27 per cent. On the solutions side, people lean towards culturally familiar, self-directed approaches rather than institutional pathways. Holistic practices such as music therapy and spiritual wisdom account for 17.34 per cent, practical stress management for 13.72 per cent, celebrity-led awareness for 7.64 per cent and government initiatives for 6.51 per cent.

The shift suggests that people are not only asking “what’s wrong?” but increasingly “what can I do?”even if the answers remain personal and decentralised.

Consuma’s analysis also zooms in on women’s health conversations, where mental wellbeing outweighs physical health topics. Among 1,934 women’s health conversations analysed, mental health accounts for 51.14 per cent, surpassing reproductive and gynaecological health at 37.07 per cent.

Younger adults dominate this space, with 18–44-year-olds contributing over 81 per cent of the discussion. In women’s health awareness triggers (3,489 conversations), societal factors lead at 45.2 per cent, closely followed by mental health drivers at 41.7 per cent.

Healthcare-related challenges appear less frequently at 7.4 per cent, but the tone is striking. Misdiagnosis and medical gaslighting recur as trust-breaking themes. One user notes: “Going to doctors is useless in India as a woman. First, they tell you to lose weight… Then they tell you that you are imagining it or that you are sensitive.”

The report was generated using Consuma’s AI-powered Rapid Research Platform. The dataset was cleaned for noise and duplicates and classified using a multi-coding methodology. Source-wise, the conversations came from Youtube (77,544), Twitter (41,121), Reddit (9,283) and Instagram (8,747).

In a digital space often crowded with noise, the findings paint a consistent picture, for India’s online audience, mental health conversations begin not in therapy rooms or hospitals, but at the workplace and the clock is still ticking.