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Tag: Deepika Venkatachalam

  • Meta and Star Sports forge partnership with 250+ creators to elevate IPL 2024 fan experience

    Meta and Star Sports forge partnership with 250+ creators to elevate IPL 2024 fan experience

    Mumbai: In a bid to amplify discussions and celebrate the cricket frenzy, Meta has embarked on a collaborative journey with over 250 content creators, uniting voices on Threads during the ongoing tournament. According to the 2024 GenZ Trend Talk report reveals a staggering statistic: over 90 percent of teens proudly identify themselves as part of a fandom, with cricket emerging as a primary passion. This fervor was unmistakably palpable during the ICC Men’s Cricket World Cup 2023, which garnered a staggering 16.9 billion views on ICC’s platforms on Meta, a trend that continues to resonate today.

    Some of these accounts include:

    Teams – Chennai Super Kings, Mumbai Indians and Royal Challengers Bengaluru.

    Experts – ex cricketer Akash Chopra, sports presenter Ridhima Pathak and analyst Mufaddal Vohra.

    Creators – Naveen Singh aka bihariladka, Shreyas Mendiratta and Deepika Venkatachalam aka deepika_v__

    “The current cricket fever is all about intense rivalries, passionate involvement and strong fan following. With platforms like Threads that enable fans and experts to voice their opinions and Instagram that allows fans and athletes to share moments and create unique content related to the games, we are dedicated to heighten this excitement through our partnerships and collaborations with creators from all over India. We’re thankful to our partners like Star Sports as well, to join in this journey,” said Meta, India director, Content and Community Partnerships Paras Sharma.

    Meta has teamed up with Star Sports, as was done during the ICC Men’s Cricket World Cup 2023, to create engaging experiences for fans throughout the tournament. This is being achieved through regular interventions at various touchpoints, stated the company.

    ‘Ask Star’ – During a live match, fans can submit their questions to the commentary team at Star Sports on Threads, who will then select some of them to answer.

    ‘Ajab Gajab T20 Challenge’ – Star Sports developed a one-of-a-kind concept where former cricketers and a group of content creators played a game of box cricket before the start of the tournament. The participants included cricketers such as Harbhajan Singh, Irfaan Pathan, and Steve Smith, as well as content creators like Naveen Singh, Dharna Durga and Rishabh Shukla. This event was broadcasted on Star Sports and also available on reels for fans to watch.

    ‘Shor Squad’ – A group of selected creators will have the opportunity to have their reels broadcasted live during the matches.

    “At Star Sports, our mission is to enhance the cricketing experience for fans across every platform. We are thrilled to bring the cricket extravaganza to life through our Creator Network program, joining hands with top creators and influencers to deliver an immersive experience by dialing up fan engagement, with initiatives like ‘Ask Star’ (Give fans a chance to ask questions to their favorite cricketing expert), ‘Dream Job’ (A chance to become an anchor on Star Sports) and the ‘Ajab Gajab T20 Challenge’ (A mixed team match between cricketing heroes & fans). Together with Meta, we’re redefining fan engagement and are committed to creating unforgettable money can’t buy experiences for every cricket enthusiast, uniting fans in the spirit of the game,” said Star Sports marketing head Vikram Passi.

    In addition to partnerships with broadcasting giants, Meta has also forged alliances with cricketing powerhouses like Mumbai Indians and Kolkata Knight Riders. Through collaborative efforts such as creator days, content creators were given the unparalleled opportunity to interact and collaborate with teams and players, further enriching the fan experience.

  • Britannia Winkin’ Cow unveils the #WinkinBackTraditions campaign

    Britannia Winkin’ Cow unveils the #WinkinBackTraditions campaign

    Mumbai: Britannia’s beverage brand Winkin’ Cow is adding a splash of joy to this year’s Pongal celebration with a delightful campaign designed to infuse the traditional harvest festival with a modern twist with its all-new Winkin’ Cow AR filter! In the hustle-bustle of urban life, the traditional charm of celebrating Pongal with family has slowly faded away. While the familiar clay pots may have given way to stainless steel, the joyous overflow of milk signifying abundance, though rare, still holds a special place. The age-old chant of ‘Pongal O Pongal’ still echoes in our hearts.

    Conceptualised and executed by Britannia Winkin’ Cow and Schbang, the innovative #WinkinBackTraditions campaign recaptures the magic of traditional Pongal experience. This campaign introduces an immersive AR filter which brings alive cultural rituals in a modern setting.

    You can try the filter here

    The AR filter is a virtual experience of Pongal celebrations. When pointed at a flat surface, it brings alive a pot of milk boiling over on users’ phones. Users are invited to utter the festive phrase, ‘Winkin’ Pongal O Pongal,’ simultaneously harping on the significance of Mattu Pongal. The brand mascot Winkin’ takes center stage in this immersive Pongal setup.

    The AR filter seamlessly transitions from the mascot’s close-up to its familiar position on the product. As the filter ends, Britannia Winkin’ Cow extends warm and cheery Pongal wishes to the audience.

    Speaking about the campaign, Britannia Dairy Industries chief business officer Abhishek Sinha said, “In the dynamic landscape of Tamil Nadu’s market, Winkin’ Cow has become synonymous with thick shakes and consumer love. Pongal, being a cultural cornerstone, is an opportune moment for us to showcase how technology meets traditions. With our AR Filter and the #WinkinBackTraditions campaign, Britannia Winkin’ Cow is re-affirming its dedication to preserving and enriching the diverse roots of our culture.”

    Schbang group brand solutions manager Vrinda Bajaj said, “In a market where Britannia Winkin’ Cow has received overwhelming love, our aim was to reciprocate by offering consumers an immersive experience that sparks nostalgia and redefines Pongal celebrations in the Urban era. Through the seamless blend of technology and creativity, we’ve enabled the urban audience to relive the charm of Pongal in a way that resonates with today’s tech-savvy generation.  This campaign is not just a celebration; it’s a curated fusion of tradition and innovation, bringing Pongal to the audiences’ fingertips like never before!”

    As an extension to the campaign, renowned Tamil Nadu-based influencers like Mani Megalai and Deepika Venkatachalam share their personal Pongal experiences, encouraging their followers to use and interact with the AR filter.

    Britannia’s beverage brand Winkin’ Cow, launched in 2018 as a thick shake beverage brand, achieved an impressive Rs 100 cr revenue in FY22, showcasing substantial growth within its initial three years. The brand offers a delectable assortment of thick shakes, lassi, and cold coffee.

  • Digital content creators discuss opportunities and challenges of social media influencers

    Digital content creators discuss opportunities and challenges of social media influencers

    Mumbai: Popular digital content creators Chaithania Prakash, Ardhra Sajan, and Deepika Venkatachalam participated in a session titled “Social Media: Playground or Business School?” at ABP Network’s The Southern Rising Summit. They gathered to share their insights on the evolving digital landscape and to discuss the opportunities and challenges faced by social media influencers.

    Chaithania Prakash, a digital content creator, shared her perspective, saying, “As influencers, we have a responsibility to ensure that nothing negative impacts our followers. We make sure the content we provide is of high quality to avoid any negative influence on our followers.”
    Ardhra Sajan, another digital content creator, spoke about her journey, stating, “Initially, we didn’t know what to do on social media. Our follower count gradually increased, which brought a sense of responsibility. I started promoting products, but I received negative comments. So, I became more selective in my promotions to be a trusted influencer. The number of followers doesn’t matter; what’s important is the value we provide and our personal growth. Negative comments about physical appearance don’t bother me. What truly matters is my self-perception, which is what I want to convey to my followers.”

    Highlighting challenges, Deepika Venkatachalam, a digital content creator said, “Some influencers are promoting betting apps, which negatively affect people’s lives, and I find this distressing. Everything is becoming digital, and people are seeking shortcuts. We have a responsibility to follow laws and use hashtags for paid collaborations to make it clear to viewers that it’s a promotional partnership. I believe this is a positive initiative from the government. More than just the numbers, what matters is engagement. Building confidence and engaging with followers is more important.”

    The Southern Rising Summit was conceptualised and organised by ABP Network as a tribute to the exceptional growth, cultural richness, and societal harmony exemplified by the southern states of India. The summit aimed to celebrate the spirit and diversity of the southern states, united in a common mission to drive a transformative journey for India. The event featured profound discussions and insights from influential figures in South Indian states and Union Territories.