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Tag: Chtrbox

  • India’s influencer marketing sector primed for meteoric rise!

    India’s influencer marketing sector primed for meteoric rise!

    Mumbai: A recent report titled ‘The State Of Influencer Marketing in India’ by EY and Collective Artists Network’s Big Bang Social unveils a promising approach for influencer marketing in the country. Projections suggest a remarkable 25 per cent surge in 2024, reaching Rs 2,344 crore, with further expansion to Rs 3,375 crore by 2026.

    The report showcases the integral role of influencer marketing across sectors, particularly in lifestyle, fashion, and beauty, as well as automobiles, e-commerce, and FMCG. With over 50 per cent of mobile usage dedicated to social media platforms, integrating influencer marketing into communication strategies is becoming imperative for marketers.

    A blend of mega/macro influencers for brand awareness and micro/nano influencers for engagement is proving effective, with nano influencers exhibiting the highest engagement rates. Notably, 47 per cent of brands prefer micro and nano influencers due to their cost-effectiveness.

    Challenges persist on both the brand and influencer fronts, with marketers grappling to determine the ROI of campaigns while influencers strive to maintain credibility and build loyal audiences.

    The rising popularity of influencer marketing is evident, with 75 per cent of brands considering it an integral part of their marketing strategy. Smartphone users are driving this trend, with around 50 per cent of their time spent on social media platforms, predominantly Instagram and YouTube.

    Looking forward, 86 per cent of influencers anticipate income growth of over 10 per cent in the next two years, reflecting the increasing demand for their services. Additionally, brands are poised to amplify their investments, with 70 per cent planning to maintain or increase budgets for influencer marketing in 2024.

    Indiantelevision.com reached out to industry experts and digital creators on their thoughts on the state of Influencer marketing in India, what factors are contributing to its projected growth and the challenges anticipated in the evolving influencer marketing economy.

    Edited excerpts

    Chtrbox VP Karan Pherwani

    The influencer marketing industry in India is expected to grow to Rs 3,375 crore by 2026 due to more people using social media, increased digital content consumption, and the rise of specialized influencers appealing to different audiences. The increasing adoption of influencer marketing by a wide range of industries, from fashion and beauty to technology and healthcare, is contributing to this growth. Furthermore, the trend towards personalized and authentic brand experiences is driving brands to invest more in influencer collaborations as a means of connecting with their target audiences on a deeper level.

    Challenges in influencer marketing include ensuring genuine content in a crowded market, weeding out the influencers that ‘buy followers’, dealing with regulations.

    Mint + Milk PR founders Komal Rukhana and Janvi Mankani

    As an industry insider, it’s really fascinating to see how influencer marketing has evolved and exploded over the years. I think one of the big drivers behind this growth is the sheer number of influencers out there; and of course that’s paired with the way people consume news today. Post-covid, the audience relies on social media to know what’s happening in the world (topically) – all the way from fashion to politics, social media has become an hourly routine for audiences to know what’s happening in the world. It’s not just the usual lifestyle influencers anymore; we’ve got people from all walks of life sharing their stories and recommendations. But with everyone trying to be an influencer, it raises the question – who are they actually influencing? It’s become a bit overwhelming for audiences too, with so much content flooding their feeds every day. Therefore on the flip side, brands are facing a challenge in standing out amidst this sea of influencers and posts.

    It’s true, many influencers are expecting their incomes to shoot up in the coming years. But along with that growth comes some challenges. Traditional media channels are shrinking, and brands are turning to influencers to get their messages across. Influencer marketing offers brands a way to control their message while still letting influencers bring their own flair to it. This blend of brand messaging and influencer authenticity is what resonates with audiences and ultimately drives sales. Plus, with all these new tools for tracking influencers and their audiences, brands are getting savvier about who they work with. It’s all about finding the right fit! And with influencers more accessible than ever, even smaller brands can jump into the game and grow their business without relying on big agencies.

    Actor, model and digital creator Hamid Barkzi

    With the growing internet penetration and smartphone usage in India, influencers have access to a larger audience, allowing brands to target a wider demographic. However, in a saturated market, navigating the right influencers can be challenging. Brands sometimes prioritize influencers based solely on their follower count, which may overlook content creators who offer genuine engagement and authenticity. This approach could limit opportunities for meaningful collaboration and reduce the impact of influencer marketing efforts.

    Digital creator Hiba Hasan

    Brands are now allocating more resources towards collaborating with micro and nano influencers. These influencers typically have smaller follower counts compared to macro-influencers but often possess highly engaged and loyal audiences.  They provide brands with cost-effective and targeted avenues for marketing. Their ability to engage with niche audiences effectively contributes significantly to the overall growth of the industry.

    Maintaining authenticity while adhering to brand guidelines can be tricky. Striking the right balance between creative freedom and brand expectations is crucial for content creators to preserve their credibility and resonate with their audience.

    Content creator: Lifestyle and beauty Ria Amin

    Consumers are increasingly valuing authenticity and trust, favoring influencers who can authentically endorse products and services, leading to higher engagement rates and ROI for brands.

    The constant evolution of social media algorithms and platforms requires content creators to stay agile and adapt their strategies accordingly. Keeping up with the latest trends and algorithm changes while producing quality content remains a significant challenge in the ever-changing landscape of influencer marketing.

  • Weekend Unwind with Chtrbox’s Mrunali Dedhia

    Weekend Unwind with Chtrbox’s Mrunali Dedhia

    Mumbai: With another weekend upon us, it is time to unwind with the latest Q&A edition of Indiantelevision.com’s Weekend Unwind-a series of informal chats that peek into the minds of business executives through a fun lens in an attempt to get to know the person behind the title a little better.

    In this week’s session, we have Chtrbox vice president Mrunali Dedhia.

    Mrunali joined CHTRBOX in 2016 as its first team member and has since played a pivotal role in its growth. With over 8 years of experience in creator marketing, she has led multiple divisions and key partnerships, driving the company’s expansion into new markets. As Vice President, her expertise in influencer marketing and business operations has been instrumental in solidifying CHTRBOX’s position as a leading player in the industry. With her leadership, CHTRBOX is set to thrive in the evolving influencer marketing landscape.

    Without further ado here it goes…

    Your mantra for life

    “In a world where you can be anything, be kind!”

    A book you are currently reading or plan to read

    I’m currently reading “Ikigai: The Japanese Secret to a Long & Happy Life”, and I’m finding it incredibly interesting and insightful! The book offers a unique perspective on well-being and happiness & encapsulates the essence of finding purpose & joy in everyday life.

    Your fitness mantra

    In the midst of our hectic schedules, daily gym sessions or home workouts isn’t always realistic (for me). However, my nutritionist introduced me to a simple yet transformative fitness mantra where she asked me to aim for 7K to 10K steps every day. This small change has made a significant impact on my life. Doing these steps not only keeps me active but also makes me feel refreshed. It’s like hitting the reset button in the middle of a hectic day and gives my mind a much-needed break, allowing me to clear my thoughts and regain focus.

    Walking daily has been a game changer for me! I honestly feel it’s not about intense workouts but about finding sustainable ways to stay active while still prioritizing your health. And the best part? It’s something I can easily integrate into my day, no matter how hectic things get.

    Your comfort food

    Pav Bhaji – it’s my ultimate comfort food!

    A quote or philosophy that keeps you going when the chips are down

    “Everything happens for a reason.” While it may be difficult to see the purpose behind every setback or disappointment, this philosophy encourages me to trust in the greater plan of the Universe. Sometimes, challenges arise to teach us valuable lessons or redirect us onto a different path. Other times, they provide opportunities for personal growth and self-discovery. By embracing this perspective, we can find comfort and reassurance in knowing that there is a purpose behind every experience, even if it may not be immediately clear. It encourages me to have faith in the journey of life and to trust that everything unfolds as it should!

    Your guilty pleasure

    When I really want to unwind and escape reality, nothing beats a good binge-watch session of reality TV shows. It’s my guilty pleasure that lets me switch off for a while and just enjoy some mindless entertainment.

    The last time you tried something new

    Attended my very first concert – Ed Sheeran’s Mathematics Tour! The experience was beautiful, surrounded by fellow fans, singing along to every song – it was truly magical!

    A life lesson you learned the hard way

    I’ve had moments where I’ve looked back and wished I’d spent more time with the people I love. Understanding the importance of having a good balance between work and personal life has been challenging, but it’s what really changed things for me. It’s about finding that sweet spot where both parts of life feel fulfilling!

    What gets you excited about life?

    New experiences with friends & family, celebrating milestones, traveling to places I’ve never been before and so much more – the list is endless!

    What’s on top of your bucket list?

    Witnessing the Northern lights in Iceland and indulging in a luxurious self-care pampering session in Korea

    If you could give one piece of advice to your younger self, what would it be?

    Stop worrying too much & let go of the need to control, everything will work out eventually if you keep doing your best and your heart is in the right place. Take time out for yourself, your family & your friends. It’s important to invest in your personal relationships as much as investing in your work.  

    One thing you would most like to change about the world

    There are a lot of challenges around the world, and it’s difficult to pick one issue that I would resolve or change. However, if there’s one thing I would want to change in us, as humans, is for all of us to lead our lives with kindness, empathy and compassion – in every interaction & decision we make. A world where these values would drive us to lend a helping hand to those in need, to lift each other up; where our differences are celebrated, not feared, where diversity is seen as a strength, not a weakness.

    A world where instead of turning a blind eye, we come together as a global community to tackle the big challenges facing humanity. Whether it’s poverty, social injustice or environmental challenges – it’s all dealt with together actively instead of being considered as distant problems.

    An activity that keeps you motivated and charged during tough times

    Going for walks while listening to music has turned out to be an activity that’s been extremely helpful in tough situations and otherwise. It helps put my thoughts together, calmly evaluate things and doesn’t hurt that it’s a good habit to have!

    What lifts your spirits when life gets you down?

    Spending time with my loved ones – nothing lifts you up more than the people who truly love you, and I’m blessed with an entire army that I can rely on

    Your go-to stress buster

    It’s quite funny honestly but watching baby videos is my ultimate stress buster – I have an entire collection on IG dedicated to baby videos 

  • Chtrbox’s stellar 2023: Awards, mega brands, and influencer triumphs: Karan Pherwani & Mrunali Dedhia

    Chtrbox’s stellar 2023: Awards, mega brands, and influencer triumphs: Karan Pherwani & Mrunali Dedhia

    Mumbai: As we bid farewell to 2023, Chtrbox reflects on a year of resilience, growth, and innovation. The dedication and hard work of our team have led to significant achievements, including winning Entrepreneur India’s Influencer Agency of the Year Award and Best Brand Engagement Campaign for National Geographic India. Additionally, Mrunali Dedhia, vice president of Chtrbox, secured the Emerging Leader Award by Indian Television.

    Diversification and expansion defined our journey in 2023, as we welcomed brands like Kotak Life Insurance, SBI Card, ICICI, Piramal Finance, Samsung, and Vivo into our portfolio. Our strategic brand partnerships flourished, with highlights such as leading Warner Music India’s College Campus Ambassador program, resulting in a crossover brand collaboration with Flipkart Fashion for the exclusive Gen-Z collection, Spoyl and exclusive tracks released by WMI, ensuring both brands’ marketing objectives were met!

    For global tech giants like HP and Samsung, we spearheaded associations with leading Bollywood celebrities such as Kiara Advani, Varun Dhawan, Vijay Verma and more! Our tactical campaigns, such as the one for Pilgrim’s Hair Growth Serum, demonstrated our ability to drive a threefold increase in product sales. Furthermore, we mobilized 100 student ambassadors to amplify awareness for Bata’s ‘Sneaker Studio’ launch.

    Through ChtrForGood, we led strategic creator-led campaigns for Girl Effect, an international non-profit in the NGO sector dedicated to supporting girls through adolescence and empowering them to make positive choices about their health, education, and economic future. We collaborated with creators to curate impactful campaigns, particularly focusing on sensitive topics like sexual and menstrual health, to raise awareness and advocate for the well-being of girls in these communities.

    Chtrbox Represent onboarded over 30 creators in 2023, leading to impactful campaigns with brands like Estee Lauder, NYX Cosmetics, Tomorrowland, Coke Studio, and more. Our exclusive creators were part of groundbreaking campaigns, collaborating with celebrities and participating in on-ground events for renowned brands. For example, Shantanu Dhope was part of Estee Lauder’s ‘My Shade My Story’. The dancing duo Sonal Devraj and Nicole Concessao collaborated with celebrities like Hrithik Roshan for International Dance Day, Tiger Shroff for Heropanti 2 , Vicky Kaushal for Zara Hatke Zara Bachke and The Great Indian Family. Our creators from Represent were invited for on-ground events for brands like Nars, Tira X Hermes, Cerave, NYX, Benefit Fanfest Mascara Event, Rare Beauty, MamaMia x NMACC and Lancome.

    2023 witnessed brands increasingly delve into hyper-local strategies through campus ambassador programs, fostering relatability with Gen-Z audiences. Collaborations with nano-micro influencers are increasingly becoming a must-have in brand campaigns. A significant shift was observed as brands transitioned from traditional digital creatives to influencer-led content for performance marketing, humanizing communication and concurrently driving conversions.

    As we enter 2024, we anticipate a significant shift in brand strategies. Brands will increasingly recognize the impact of content creators and strategically appoint them as brand ambassadors to leverage their influence beyond traditional forms of creator-led content. Social commerce will gain momentum, transforming social media platforms into virtual marketplaces. Long-term partnerships with influencers will replace one-off collaborations.

    Under our newly launched social wing, ChtrSocial, we aim to empower brands to become creators. Collaborating with Spotify Premium’s India team and working with Tyaani by Karan Johar, ChtrSocial generated compelling content to boost engagement. Some other notable collaborations also include associating with Bata to design custom merch for their North Star Sneaker Squad and partnering with Tata Steel Nest-In to curate topical brand films.

    Looking ahead, we foresee an increase in AI-made hyper-personalized content in marketing. Advanced copy, video and image generation tools will make content interactive and more immersive. Humanized content will rule with authentic voices and relatable personalities driving engagement. Brands will need to collaborate with relevant creators, build personal brands and story tell to reach their target audience. Short-form content will continue to attract new audiences, but a growing emphasis on long-form content will be crucial for building brand affinity and loyalty. As the landscape evolves, Chtrbox remains committed to driving innovation and success for our clients in the dynamic world of digital marketing.

  • Diwali’s influencer magic: Sparking a festive sales surge!

    Diwali’s influencer magic: Sparking a festive sales surge!

    Mumbai: Diwali has transcended traditional celebrations to become a digital extravaganza, with influencers playing a pivotal role in shaping consumer choices. This cultural shift has not only illuminated social media platforms but has also ignited a significant surge in festive sales.

    Influencers have harnessed the power of Diwali’s cultural significance to create engaging content that resonates with their diverse audiences. From decor ideas to festive recipes, influencers have become the torchbearers of Diwali inspiration. Their ability to seamlessly blend tradition with modernity has made them key players in shaping consumer trends during the festive season.

    The impact of influencer marketing during Diwali is reflected in the impressive surge in festive sales. E-commerce platforms have witnessed a substantial increase in traffic and transactions, with consumers relying on influencers’ recommendations for their Diwali purchases. The seamless integration of product placements within influencer content has transformed casual scrolling into a virtual shopping spree.

    Let’s delve deeper into this topic and see what the influencers and the industry experts have in their mind regarding the ongoing trends during this festive season.

    Edited excerpts

    Animeta creator Shilpa Chaudhary

    By engaging with their followers through live streaming, influencers can visually show and demonstrate the products and how to incorporate them into festive celebrations.

    This visual element during a festive influencer campaign helps for an emotional connect which in turn can boost sales

    Their authenticity and relatability foster a sense of credibility that often translates into higher engagement rates and, ultimately, increased sales. When an influencer endorses a product or service, their followers are more likely to view it as a genuine recommendation

    While celebrity influencers still have a significant impact, brands are increasingly turning to micro-influencers to reach their target audience. These individuals have smaller, but highly engaged, audiences, and they can help brands to reach a specific niche market with greater impact.

    Mom blogger, Certified in Child Nutrition and Child Care Sonali Sarkar

    Diwali’s influencer magic sparks a festive sales surge, and as a Mom Influencer, I’ve seen the incredible power of influence firsthand. Consumers today look to us for authentic recommendations, and our ability to connect on a personal level builds trust. Influencers inspire purchasing decisions by showcasing genuine experiences with products or services, making them relatable to their audience. To ensure success, influencer marketing agencies employ strategic approaches like data analysis, targeting the right niche, and crafting engaging content that resonates with the brand’s values. It’s a dynamic blend of trust, authenticity, and creativity that ignites the spark of influence, lighting up the path to festive sales success.

    Instagram Mom Blogger & Influencer, Certified in Child Nutrition, Nutrition & Yoga Tanya Mehra

    Motherhood is a journey filled with ups and downs, but one thing remains constant – the influence of fellow moms on our choices. As a mom blogger, I understand the power of relatability and trust in this community. When it comes to influencing purchasing decisions, moms often turn to influencers like me for recommendations, from baby gear to household products. We share our honest experiences, offering a personal touch that resonates with our followers.

    Influencers, regardless of their niche, affect consumer choices through authenticity, expertise, and genuine connections. To ensure this impact, influencer marketing agencies employ several strategies. They carefully match brands with influencers whose values align, fostering credibility. Agencies track and analyze data to gauge campaign success and adapt as needed. Collaborations are designed to feel organic and not overly promotional, maintaining the trust between the influencer and their audience. Ultimately, influencers bridge the gap between brands and consumers, offering a valuable, human touch in the world of marketing.

    Tikshark Solutions CEO & founder Archit Agarwal

    Influencers are like super cool online trendsetters who have a big say in what people buy. You know when you see your favorite YouTuber using a product and suddenly you want it too? That’s how influencers influence us!

    So, here’s the deal – At Tikshark, we understand this power. We work with influencers to help brands connect with consumers. We do this by choosing influencers that match the brand’s vibe and audience. These influencers then create cool and engaging content about your product. When people see their favorite influencer using it, they feel like they need it in their lives.

    Tikshark makes sure the content is relatable, engaging, and honest. We also track insights like how many people bought stuff because of these influencers. This way, we ensure that the brand gets the most bang for their buck with influencer marketing!

    Chtrbox VP Karan Pherwani

    Influencers have a significant impact on consumers’ purchasing choices. Unlike traditional celebrities, influencers connect with their audience on a more personal and relatable level. This trust is the foundation of influencer marketing. Influencers share their genuine experiences with products or services, both the good and the bad. This transparency is what initially draws people to follow them, as it helps consumers make informed decisions about what to buy.

    Influencer marketing agencies play a crucial role in this process. We work to secure beneficial partnerships between brands and influencers where both parties can mutually benefit. This collaboration helps them reach their desired target audience, especially during festive seasons. To ensure the success of such partnerships and collaborations, we, as an agency, take several strategic steps.

    First, we ensure that the brand’s values and messaging align with the influencer’s values and tone. This alignment is crucial for maintaining authenticity and trust with the influencer’s audience. Additionally, Chtrbox considers the type of content that will effectively promote the product or service, tailoring it to suit the influencer’s unique style and preferences. The relevance of the product to the influencer’s audience is also taken into account to ensure that it resonates with the target consumers.

    As influencers continue to weave their creative narratives around Diwali, brands and consumers alike can expect this trend to illuminate future festive seasons, creating a lasting impact on the intersection of culture, commerce, and digital influence.

    ONDC

    During the busy holiday season, some categories draw more attention as people look for gifts and festive items. This is most noticeable in electronics, clothing, and home decor.  ONDC understands how the festive spirit influence what people want during this season and as an open network, we  offer  a fair online shopping community wherein buyers can discover all kinds of sellers for their purchases no matter which platforms or apps they use – a truly diverse and inclusive marketplace during this season of sharing.

    We have strategies and support for network participants to use the festive season to their advantage. First, we make it easy for businesses of all sizes to join ONDC Network with low upfront costs. Our network helps sellers connect with buyers all over India without any filters or barriers, giving everyone a fair chance. Sellers can promote special festive deals, use social media, organize their product listings, manage their inventory, offer festive-themed packaging, ensure on-time delivery, and provide good customer support.

    Our seller apps, linked to ONDC, offer even more features like admin tools, support in multiple languages, personalized seller pages, logistics integration, valuable data and insights, strong security, and dedicated customer service. This approach allows our network participants to make the most of the festive season, attract buyers with exciting offers, and provide a smooth shopping experience, especially during the festive season.

    In India, there are over 12 million sellers, but only a tiny fraction, 15,000 (0.125% of the total), are equipped for e-commerce. This leaves many sellers, especially those from small towns and rural areas, struggling to get online. Today, ONDC has all kinds of sellers onboard, from big brands to local artisans, and strives to create an affordable and scalable e-commerce network for everyone. Together, we embark on a journey filled with shared experiences, the thrill of discovery, and the promise of connection.

  • WhatsApp Channels: A brand’s new frontier for enhanced engagement!

    WhatsApp Channels: A brand’s new frontier for enhanced engagement!

    Mumbai: Earlier this month, Meta chief Mark Zukerberg has announced the launch of WhatsApp Channels to over 150 countries including India. With channels, WhatsApp’s goal is to build the most private broadcast service available, according to the company statement. Channels are separate from chats, and who you choose to follow is not visible to other followers.

    A WhatsApp Channel allows companies to send messages to a large number of customers at once. This broadcast feature makes the communication easier and saves resources, as you only need to send one message to reach a lot of people at once.

    Companies can send, for example, important information, updates, product launches, special deals, and company news on the channels. This direct style of communication can improve customer loyalty and brand awareness.

    Several movie stars including Katrina Kaif, Diljit Dosanjh, Akshay Kumar, and Vijay Deverakonda, have already unveiled their WhatsApp Channels. Also, the Indian Cricket Team has also launched its WhatsApp Channel, aligning with the excitement building up around the ICC Men’s Cricket World Cup 2023.

    With all this, we will see what the industry experts have to say regarding Channels, on whether this platform will be a boon for brands and content creators or is it just another gimmick? Let’s find out!

    Edited excerpts

    Chtrbox VP Karan Pherwani

    The introduction of WhatsApp Channels represents an exciting development for both brands and creators within the digital landscape. This feature promises to be a game-changer in terms of community building, offering a unique platform for engagement. While platforms like Discord and Instagram have made strides in this area, WhatsApp’s extensive reach holds the potential to resonate even more profoundly with India’s tier 2 and Tier 3 audiences.

    WhatsApp Channels will serve as open channels for brands and creators to foster meaningful interactions with their followers and consumers. It provides a seamless avenue for keeping the audience informed and engaged. The ability to communicate directly through WhatsApp, a widely used messaging app in India, will undoubtedly enhance the accessibility and intimacy of these connections. This innovation is poised to redefine how brands and creators connect with their target demographics, offering a fresh, dynamic channel for engagement and communication.

    FoxyMoron (Zoo Media) business director Shubit Rakshit

    The platform is a game-changer for content creators and marketers alike, providing an intimate space to connect with audiences. With its enhanced features and commitment to privacy, WhatsApp Channels opens new doors for personalized engagement and authentic communication. It would also be interesting to see how businesses leverage this platform, especially in a diverse market like India, by delivering content in regional languages and vernacular.

    With WhatsApp Channels, the industry at large gains a versatile tool to amplify brand visibility, engagement, and ultimately, ROI.

    TheSmallBigIdea CEO & co-founder Harikrishnan Pillai

    I have reservations against any feature that mimics another platform, especially when the genesis of the existence of the app is far away from that.

    WhatsApp is primarily used for direct and personal conversations with people you know, and you don’t see the need for it to become a platform for one-to-many communication. The core of the platform is interactivity and conversations, which the feature gives a complete miss in the current avatar.

    An extension to the absence of interactivity is the absence of a comments section on WhatsApp, which is a feature that drives engagement on other social platforms. While WhatsApp can argue it as a feature or a limitation, in a one-to-many scenario, there has to be a door for a 2-way conversation.

    WhatsApp is an already overwhelming space. Work conversation, personal conversation groups, status and now this.

    SoCheers group head – outreach Kunal Khandelwal

    WhatsApp’s transition into this territory feels more natural and promising, considering its wide user base. The vision is to offer brands a distinct avenue for connecting with their audience in a more personalized and exclusive manner. However, it would require brands and creators to establish their subscriber base from scratch unlike Instagram’s ‘Broadcast Channels’, where brands and creators can get their existing follower base.

    Thus, to make the most of WhatsApp Channels, brands can captivate their audience by offering special promotions, exclusive insights into upcoming products, and showcasing variations within their product line. This strategy cultivates a sense of exclusivity, ensuring that the audience remains engaged and eagerly anticipates what the brand has to offer. Particularly in industries like entertainment, where frequent updates and releases are the norm, WhatsApp channels prove highly effective. Moreover, brands in this sector can share relatable content, engage directly with fans, and maintain a consistent stream of updates.

  • Weekend Unwind with: Chtrbox VP Karan Pherwani

    Weekend Unwind with: Chtrbox VP Karan Pherwani

    Mumbai: With another weekend upon us, it is time to unwind with the latest Q&A edition of Indiantelevision.com’s Weekend Unwind—a series of informal chats that peek into the minds of business executives through a fun lens in an attempt to get to know the person behind the title a little better.

    In this week’s session, we have Chtrbox VP Karan Pherwani.

    So, without further ado, here it goes…

    Q1. Your Mantra for Life

    Consistency is the key

    Q2. A Book you are currently reading?

    Leading by Sir Alex Ferguson

    Q3. Your Fitness mantra, especially during the pandemic?
    – Playing a sport as part of any fitness routine is a must.

    – Eat healthy & till you’re 80 per cent full.

    – Consistency is everything.

    During the pandemic since it wasn’t possible to play any sport – I spent an 45-60 mins cycling or did home workouts.

    Q4. Your comfort food?

    A chicken salad sandwich

    Q5. When the chips are down a quote/ philosophy that keeps you going?

    Every cloud has a silver lining

    Q6. Your guilty pleasure?

    Eating only desserts at a buffet dinner

    Q7. When was the last time you tried something new?

    Tried canvas painting for the first time last month.

    Q8. A Life lesson you learnt the hard way?

    “It ain’t about how hard you hit. It’s about how hard you can get hit and keep moving forward.”

    Q9. What gets you excited about life?

    Not knowing what the next day/the future holds! What excites me the most is trying new things, exploring new cultures, travelling to places I’ve never been to before and adventure sports.

    Q10. What’s on top of your bucket list?

    Watching Manchester United play at Old Trafford

    Q11. If you could give one piece of advice to your younger self, what would it be?

    Spend more time on learning & experiencing new things.

    Q12. One thing you would most like to change about the world?

    I think discrimination against caste, race & gender is prevalent all around the world. It’s scary and disturbing to see what people are put through. I’d love to see a world where we’re all accepting of one another irrespective of our race, gender or caste.

    Q13. An activity that keeps you motivated/charged during tough times?

    Growing up I wanted to become a professional football player but unfortunately, I wasn’t good enough to make the cut. But even now it’s an activity I enjoy doing with friends that keeps me charged and motivated.

    Q14. What lifts your spirits when life gets you down?

    Spending quality time with family & friends

    Q15. Your go-to stress buster?

    I love gaming in my free time and I get really lost in it. So whenever I get the chance I enjoy an hour or 10 of Fifa or Football Manager.

  • QYOU Media elevates Karan Pherwani & Mrunali Dedhia to vice president of Chtrbox

    QYOU Media elevates Karan Pherwani & Mrunali Dedhia to vice president of Chtrbox

    Mumbai: QYOU media subsidiary Chtrbox has announced the promotion of Mrunali Dedhia and Karan Pherwani to further strengthen its leadership team.

    Dedhia and Pherwani have both been crucial in building Chtrbox to its nationwide position as a leader in influencer marketing and creator talent management. In their new roles, they will further innovate and scale-up Chtrbox’s creator-powered marketing solutions across India while driving synergies with QYOU’s influencer marketing group in the US.

    Dedhia and Pherwani have been heading key growth and servicing divisions at Chtrbox, including managing a team of over 60 influencer marketing and creator content specialists. Their expertise in the domain has led to award-winning work and the successful execution of thousands of creator-led campaigns by Chtrbox over the past six years.

    Pherwani comes with over 10 years of strong experience in India’s new-age media and entertainment industry, including being the leader behind the 2021 launch of Chtrbox’s talent management unit, Chtrbox Represent.

    Dedhia was Chtrbox’s first team member in 2016, and through her six intrapreneurial years with Chtrbox, she has successfully grown multiple influencer marketing divisions, key partnerships, and responsibilities for the company.

    “I have had the fortune and freedom to grow with Chtrbox over the past four-plus years. With such talented creators and teams around us, we believe we’ve only scratched the surface of what lies ahead. I’m excited to co-lead the growth and create even far more compelling offerings for brands, creators, and audiences alike,” said Pherwani.

    While sharing her experience of working with Chtrbox, Dedhia shared, “It’s been a tremendous ride with Chtrbox, from helping build and grow the team from the ground up, to consistently working with some of the best creators and brands-P&G, Amazon, HP, Cred, etc. I am looking forward to this new role and scaling QYOU & Chtrbox’s great work further.”

    Chtrbox CEO & co-founder Pranay Swarup added, “We are ecstatic to elevate Karan and Mrunali to their new roles. As we grow towards increased international capabilities with the QYOU influencer marketing team in the US, they are perfect to lead synergies there as well as continue to grow depth with our India business. They are true influencer marketing experts and path-breaking leaders, and we believe they will thrive in their new roles.”

  • OACT 2021: Bringing the digital ecosystem to linear TV

    OACT 2021: Bringing the digital ecosystem to linear TV

    Mumbai: “We see linear TV more like virtual linear TV because it is so easy to plug and play and join the digital ecosystem,” said The Q India, chief executive officer Simran Hoon at the OTT Advertising and Connected TV Summit 2021’ organised virtually this year. “Today, delivery is not important, remarks Hoon, everything is platform agnostic.”

    Technologies like free ad-supported streaming television (FAST) have become ubiquitous in the North American market with players like Pluto, Roku, and Samsung+ seeing their revenues double year on year. The FAST industry revenues grew from $2.1 billion to $4.2 billion in a year and the trend is happening in India as well where connected TV users are at 5-7 million growing fast to touch 40 million in 2025, according to a report by E&Y.

    Hoon is a media professional with 27 years of experience in ad sales with some of the biggest TV networks including Sony, Star, Zee, and Viacom18. She joined most of these media companies when they were at the launch phase and has worked across functions in the broadcast media industry. Now, she is leading the Hindi general entertainment channel The Q in India.

    Speaking at the two-day event organised by Indiantelevision.com, and co-powered by mediasmart, an Affle company and summit partner – The Q, Hoon shared her views on ‘Driving new synergies between linear TV and digital ecosystem.

    The Q India is pioneering unique TV initiatives by driving synergies with the digital ecosystem. The channel recently announced a syndication deal with the OTT platform MX Player to bring their popular web series “Aashram” to TV viewers. The channel had earlier partnered with short video platform Chingari to hold the auditions for its crime series “Crime Aur Kanoon”.

    Bringing “Aashram” to TV required the broadcaster to convert nine one-hour episodes into 18-episode length series after editing the content to make it more appropriate for TV audiences, said Hoon. The channel is also in talks to bring another OTT series to TV in November and “Aashram 2” in December.

    Its main proposition has been to bring the best of digital content to TV. According to Hoon, there is a vast young free audience on TV that has been migrating to digital because they are not being served on TV. The soap opera fare that is broadcast by traditional free-to-air channels is not catching the fancy of these audiences where the mean age is 28 years old. The Q India brought youth media creators, starting from content creators and influencers on YouTube, and amplified their reach by bringing their content to the TV.

    “A YouTube creator with 10-12 million audience reach, can be exposed to a whole new audience on TV. That’s the biggest kick for influencers and the value proposition of The Q,” noted Hoon.

    Last year, the channel was rated by the Broadcast Audience Research Council (BARC) India and crossed the 45 GRP mark over a span of 19 weeks.

    “The Q reaches to Tier II, III young family audiences that are watching the channel’s content across platforms, whether it be connected TV, OTT, or linear TV,” said Hoon. “We are available in 100 million homes, but there are still 210 million TV households to go. 70 million households are yet to buy a TV. Even though India is a smartphone market, today there are smart TVs that are selling cheaper than smartphones. We want to be omnipresent because we believe great content pulls viewers and hence advertisers, creating a virtuous cycle.”

    The channel is available on DTH providers like Tata Sky and D2H and also on the big Cable operators such as GTPL Hathway. It has partnered with connected TV manufacturers such as Samsung TV+ and Mi India. According to Hoon, the channel is available on 700 personal machines.

    The Q India is a part of the North American media company QYOU Media that was co-founded by Curt Marvis and Sunder Aaron. The company has also roped in TV veteran Andy Kaplan to be chairman of The Q India. It has three big verticals – its broadcast channel, an influencer marketing company Chtrbox, and its distribution arm.

    “Chtrbox is one of the largest influencer marketing companies in India with 3.50 lakh influencers in its network. We have started doing integrated sales, where brands also look at influencers and their YouTube channels when buying advertising on The Q India TV channel. Chtrbox uses AI to match the brand and the influencer depending on the region or target audience the brand is looking at,” explained Hoon.

    This is much harder to do than it seems, from a technology perspective, maintained Hoon. The channel is still experimenting with this approach and expects to see giant strides being made in this space in the next six to nine months. “Today, it is so easy to be digitally connected to your TV. The opportunity to be more targeted and programmatic on virtual TV will drive more advertising dollars compared to linear TV,” said Hoon.

  • The Q, Chtrbox launch integrated marketing platform BharatBox

    The Q, Chtrbox launch integrated marketing platform BharatBox

    Mumbai: Following the acquisition of Chtrbox by QYou Media Inc, The Q India and Chtrbox have together announced the launch of the integrated marketing platform, BharatBox.

    BharatBox will focus on delivering content from India’s most popular non-metro creators across television and digital. Combining the strength and reach of The Q with Chtrbox’s data-driven and cost-effective solutions for building successful tier 2 and tier 3 targeted influencer-led campaigns, the marketing platform will empower brands to reach consumers in these markets, said the statement.

    The platform will offer 360-degrees go-to-market customised solutions that are fully integrated across all distribution platforms. Services will include television advertisements, influencer-generated social media content, branded content, interactivity and surveys to seek real responses from consumers about new launches via influencers, and e-commerce integrations encouraging direct purchases from audiences, it added.

    Speaking on the launch of BharatBox, The Q India, CEO – Simran Hoon, said, “We are thrilled with how quickly we have begun to integrate the power and strength of both companies. The excitement and interest from our brand partners to leverage these unique and combined strengths has us feeling very confident that BharatBox will be a hit out of the gates. Perhaps more importantly, we believe consumers will be thrilled with integrated and branded content that is entertaining, interactive, fun and socially involving as they move towards the purchase of a product or service.”

    “With the power of social media and social commerce growing exponentially, we have seen tremendous success for our brand partners while taking their message to the tier 2 & 3 markets.  We like to say 1 + 1 = 11 when we describe the power of our joining forces with QYou Media and specifically The Q India. This marks the beginning of the many ways that we believe we will both lead the market and capture the hearts and minds of what may just be the world’s largest new market for commerce and purchasing power, tier 2 & tier 3 India,” added Chtrbox CEO Pranay Swarup.