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  • Hair today, yakeen tomorrow as Traya shifts the narrative on hair loss

    Hair today, yakeen tomorrow as Traya shifts the narrative on hair loss

    MUMBAI: Losing hair is tough, but losing faith in solutions is tougher. Traya, India’s first health-tech brand dedicated to tackling hair loss from within, has launched its latest campaign, Umeed Nahi Yakeen Karo! (Don’t Just Hope, Believe!). With the unmistakable voice of legendary lyricist Javed Akhtar, the film urges people to move beyond fleeting hope and embrace science-backed trust in hair regrowth.

    The campaign follows the familiar frustration of men battling hair loss, dabbling in home remedies, falling for flashy marketing gimmicks, and watching their hopes fade with their hairlines. But Traya offers something different: not just hope, but clinical proof. Their latest breakthrough study shows that Traya’s personalised regimen is three times more effective than 5 per cent Minoxidil alone, globally considered the gold standard for hair growth.

    “Hair loss affects more than just appearance, it impacts one’s sense of identity and self-worth. With our Umeed Nahi Yakeen Karo! campaign, we want to shift the conversation from doubt to faith, encouraging people to believe in genuine solutions,” says Traya co-founder Saloni Anand. “We chose Javed Akhtar’s iconic voice for the deep emotional connection he brings. His words create a sense of authenticity that reflects our commitment to making hair regrowth journeys relatable. This campaign is about breaking free from false promises and inspiring consumers to embrace a solution backed by science. “While helping people regrow their hair, at Traya, we’re also helping them reclaim their self-belief.”

    With a staggering 93 per cent efficacy rate and over 800,000 customers nationwide, Traya is leading a new wave in hair loss treatment. Unlike conventional approaches, the brand combines Ayurveda, dermatology, and nutrition to address the root causes of hair loss rather than just masking the symptoms. The campaign film has been rolled out across digital platforms, including Youtube, Facebook, and Instagram, and is further amplified through Whatsapp marketing and email campaigns.

  • First glance leaves a glow as Mrunal Thakur becomes the face of Dyna

    First glance leaves a glow as Mrunal Thakur becomes the face of Dyna

    MUMBAI: Mrunal Thakur is all set to make first impressions even more striking this time, as the face of Dyna. The premium beauty soap brand has roped in the movie actress as its brand ambassador for the latest campaign, “Pehli Jhalak Kare Khoobsurat Asar” (First Glance Leaves a Beautiful Impact). And much like Mrunal’s journey from television to the big screen, Dyna, too, is stepping into a new era of premium skincare.

    The partnership is a strategic move for Dyna, a brand known for its 76 per cent TFM Grade 1 soap with 0 per cent fillers marking it as a superior choice in the beauty segment. With a growing demand for indulgent skincare that doesn’t compromise on quality, the brand aims to reinforce its position as the go-to beauty soap for those who prioritise both nourishment and elegance.

    “Mrunal Thakur represents everything Dyna stands for grace, poise, and timeless beauty. Her journey from television to Bollywood mirrors our brand’s evolution, making her the perfect ambassador. We are excited about this collaboration and believe it will elevate Dyna’s appeal among beauty-conscious consumers,” said Anchor Consumer Products director Karan Shah.

    “I am thrilled to partner with Dyna, a brand that truly understands the essence of beauty and confidence. The new campaign beautifully captures the magic of first impressions, and I love how Dyna empowers women to feel their best every day. It’s an exciting journey, and I’m looking forward to being a part of it,” said Mrunal Thakur.

    Directed by Uzer Khan and produced by 30Sec of Fame, Dyna’s latest TVC showcases Mrunal as the epitome of effortless beauty, leaving a lasting impact wherever she goes. The visual narrative seamlessly ties into the brand’s tagline, reinforcing the idea that true confidence begins with the right skincare.

    To amplify the campaign, Dyna will roll out extensive promotions across television, digital platforms (Youtube, Instagram, Facebook, and OTT), in-store branding, and influencer collaborations. Mrunal’s presence will also extend to product packaging, reinforcing her connection with the brand at every touchpoint.

    With a blend of premium elegance and sustainability thanks to recyclable packaging Dyna’s latest campaign is more than just about beauty; it’s about embracing confidence with conscious choices. As the brand expands its footprint across modern trade, general trade, and e-commerce, this partnership with Mrunal Thakur is set to make waves, proving that the first glance really does leave a lasting glow.

  • Kshema unveils ‘Secure Hands’ contest for IPL 2025 Punjab Kings fans

    Kshema unveils ‘Secure Hands’ contest for IPL 2025 Punjab Kings fans

    MUMBAI: Kshema General Insurance Ltd., the official general insurance partner of Punjab Kings, has launched the ‘Kshema Secure Hands’ digital campaign, offering cricket fans a chance to win match tickets and exclusive merchandise.

    The contest, open to participants aged 18 and above, will run across Kshema’s social media platforms, including Facebook, Instagram, and Twitter/X. Fans must predict which Punjab Kings player will be crowned the ‘Kshema Secure Hands’ of the match, recognising the best fielding effort be it a catch, run saved, run-out, or stumping. Punjab Kings will shortlist the standout moments, and those who predict correctly will enter a lucky draw, where a jury will select the winner.

    “We are excited to launch the ‘Kshema Secure Hands’ campaign as part of our partnership with Punjab Kings. We have planned this nationwide contest to drive home our message that insurance means security just like good fielding provides a safety net to the team during matches which can be the difference between a victory and defeat. Cricket is the beating heart of India, and we couldn’t have found a better vehicle to connect emotionally with fans and create awareness about insurance and its importance in mitigating adverse financial situations,” said Kshema General Insurance Ltd. chief marketing officer Bhaskar Thakur.

    The initiative not only strengthens Kshema’s association with cricket but also raises awareness about its innovative insurance solutions. The company leverages AI-driven algorithms, machine learning, and big data to assess and price insurance risks efficiently.

    “We always strive to give our fans an experience they will cherish. I am happy that Kshema has launched this campaign and has kept the fans at the centre of our partnership. We look forward to fans from all over the country participating and having a great matchday experience,” said Punjab Kings chief executive officer Satish Menon.

    Punjab Kings, featuring a fresh squad under captain Shreyas Iyer and head coach Ricky Ponting, will kick off their IPL 2025 campaign against Gujarat Titans on 25 March in an evening match. 

  • Simply Fresh stirs up kindness with ‘Bura Na Karo’ Holi campaign

    Simply Fresh stirs up kindness with ‘Bura Na Karo’ Holi campaign

    MUMBAI: Holi is known for its riot of colours, but Simply Fresh, the flagship brand of BN Group, is adding a different shade to the festival kindness. In its latest campaign Bura Na Karo, the brand reinterprets the popular Holi phrase “Bura Na Mano Holi Hai”, encouraging people to celebrate without causing discomfort to others.

    The heartwarming film follows two mischievous teenagers who attempt to scare little Jugnoo by warning him of an impending colour ambush. However, as the flames of Holika Dahan rise, so does their understanding of true celebration. The festival’s core message, the triumph of good over evil, sparks a change of heart, reminding them that Holi is best enjoyed with joy, not intimidation.

    “The essence of Holika Dahan is about burning away negativity and embracing goodness. Through Bura Na Karo, we want to reinforce our philosophy of Rakho Iraade Fresh—fresh intentions for a better world,” said BN Group chief marketing officer Kiran Giradkar. “Just as we ensure our products remain fresh and pure, we believe in promoting fresh perspectives that foster kindness and inclusion.”

    The campaign is live across Instagram, Facebook, YouTube, and X, urging people to share their own #FreshIraade—pledges towards conscious, positive actions. With this initiative, Simply Fresh continues to weave cultural values into its brand philosophy, proving that some traditions are best celebrated with a fresh perspective.

  • Meta shakes up public affairs policy team with Trump set to become president

    Meta shakes up public affairs policy team with Trump set to become president

    MUMBAI: Well, well, so, that’s how the cookie crumbles.

    Meta has replaced its Democrat-leaning chief global affairs officer Nick Clegg with Joel Kaplan who is known for his Republican leanings and was Clegg’s deputy.  Kaplan   was the deputy chief of staff for policy at the White House during the presidency of George W. Bush between 2006 to 2009.

    Clegg a former British deputy prime minister and  an ex-leader of the country’s liberal democrats,  joined Meta in 2018, playing a key role in developing policies related to content and elections. He was named president in 2022.

    Kaplan joined Meta in 2011 and was once vice-president of US public policy at Meta.

    Kevin Martin, the current head of US public policy at Meta, will step into Kaplan’s former role and will be just below him. Kevin was once appointed to the Federal Communication Commission  by George Bush and is also known to be Republican in his leanings.

    The changes are happening just as the Republican party’s Donald Trump is set to take over as the US president. 

    Mark Zuckerberg and team are doing their best not to take steps that can attract his ire and, if anything inadvertently does, his team should be in a position to get it fixed quick.

    If readers recollect, Facebook had taken extreme steps like banning Trump from the social media network for a while but had reinstated his account a while later. Clearly, Meta and Mark Zuckerberg will have to tread carefully as far as the president is concerned.

  • Anand Chandrasekaran joins Celesta Capital as managing partner

    Anand Chandrasekaran joins Celesta Capital as managing partner

    MUMBAI: Anand Chandrasekaran’s  is quite a familiar face to those  in the media and entertainment tech industry. A geek to the core, he has also been recognised as a shrewd observer and investor in the evolution of tech. Recently, it was announced that he joined Celesta Capital in the Silicon Valley  as a managing partner. 
    Celesta was founded and is led by Nicholas Brathwaite, Sriram Viswanathan, and Michael Marks,  and primarily invests in early-stage deep tech, companies with high potential hardware and software technologies that have a clearly identified market application. 

    Anand knows how to pick winners. At one stage, he led Yahooi in its mobile and search division as senior director, a position he held for three years. He led product development at Airtel and created the Wynk music app for Airtel. 

    Soon thereafter,  he joined Snapdeal as chief product officer, a position he let go of within a year. He then went on to work with Facebook (now Meta) as director of platforms partnerships at messenger which he followed up with a sojourn at Five9. 

    He then went on to  go on board General Catlayst as an investor and partner. Along the way he seed invested in several start ups and has been recognised as one of India’s top seed investors for three years consecutively. 
    Most recently, he co-founded Celesta Capital portfolio company Crescendo, helping to incubate and grow the company to over $50M in revenue and a $500M valuation in less than a year.

    “We are fortunate to expand the firm’s team with such an accomplished investor, technologist, and operator. In getting to know Anand through the process of investing in his latest entrepreneurial venture Crescendo, it became clear that he shares Celesta’s passion for advancing important technologies, company creation, and the huge growth potential within the US  – India tech corridor,” said Viswanathan in a note welcoming him to the company on Linkedin.

  • Audiences are increasingly turning to big screens for rich & lengthy content: India TV’s Ritu Dhawan

    Audiences are increasingly turning to big screens for rich & lengthy content: India TV’s Ritu Dhawan

    She has always carved a distinct path for herself. From her early stints at British Sky Broadcasting and Zee TV to co-founding Independent News Service in 1997, Ritu Dhawan broke new ground by seamlessly introducing news programming into what was then a predominantly fiction-focused satellite television space in India.

    Her achievement in producing & directing the iconic talk show Aap Ki Adalat, has captivated audiences since its debut in 1993. Building on this success, she reached the pinnacle of her career by establishing India TV along with Rajat Sharma. Her leadership at India TV has not only propelled the channel into millions of households but has also positioned it as a pioneer in embracing new-age digital platforms.

    Indiantelevision.com’s Rohin Ramesh caught up with Dhawan, where she discussed the evolution of digital-first news platforms, Connected TV’s (CTV) evolution & impact in news streaming  and much more.

    Edited excerpt

    On the rise of digital-first news platforms & India TV adapting to this trend

    Today, staying relevant means embracing new ways to connect with our audience where they are most active. At India TV, we are deeply committed to a digital-first approach, transforming how we create, distribute, and engage with content online. Our flagship digital initiative “Speed News” exemplifies our commitment to delivering rapid and high-quality updates. We have also launched different dedicated segments to offer tailored content that resonates with our viewers’ interests, ensuring that our content aligns with their viewing habits and expectations.

    Using advanced analytics, we closely monitor audience feedback to refine our approach and deliver more engaging and shareable content. On platforms like YouTube, Facebook, Instagram and X we focus on dynamic video content that can quickly capture attention while providing deeper coverage on our digital channels. This approach ensures that India TV remains at the forefront of the digital age, meeting the evolving needs of a modern, online-first audience.

    On audience consumption pattern changing over the years, especially with the rise of mobile and internet news consumption

    Audiences are increasingly turning to big screens, particularly for rich & lengthy content. CTV is reshaping how people consume news, with many preferring the comprehensive experience of watching on larger screens. Understanding these shifts, we adapt our content to meet viewers where they are. For instance, video content, including short-form updates and interactive segments, performs well on social media, while traditional articles continue to engage readers on websites and discovery platforms like Google. By recognising these distinct preferences, we offer a range of formats tailored to the needs of our audience, whether they are scrolling on mobile or watching on CTV. This approach keeps our content accessible, adaptable, and relevant across all platforms.

    On seeing the relationship between traditional TV news and social media evolving

    At India TV, we are using social media not only as an extension of our TV broadcasts but as an active engagement tool. Real-time updates, short video snippets, and highlights help us reach younger audiences who prefer quicker, on-the-go content. At the same time, our longer TV segments continue to offer in-depth reporting and analysis.

    With new formats like video-on-demand (VOD), short reels, and real-time updates, we can deliver news faster than ever, engaging viewers instantly. Social media allows us to provide early insights and instant access, and our viewers can tune into live broadcasts for a comprehensive perspective.

    That said, the rise of social media has introduced unique challenges, particularly around credibility, as these platforms can sometimes contribute to the spread of misinformation. To address this, we prioritise fact-checking and sourcing to maintain the trust and credibility that define our brand. This dynamic integration enables us to stay relevant and maintain the credibility and trust associated with our brand.

    On CTV emerging as a significant platform for streaming content & being a dinner table conversation for the media industry

    CTV is setting a new standard for the broadcasting industry, driven by the principles of content, connectivity & convenience—the three Cs that define the future of viewing. India TV’s commitment to delivering quality content stands at the heart of our CTV strategy. With a focus on producing high-caliber news stories that retain depth and integrity, we’re shaping an experience that resonates with today’s viewers seeking credible journalism.

    Connectivity is another pillar of our approach. By developing apps optimised for smart TVs, tablets and smartphones, we’re ensuring adaptability across all devices. This allows viewers to stay informed and engaged on any platform they choose, whether they’re watching from home or on the go.

    Convenience completes the trifecta, offering a tailored, on-demand viewing experience that puts control in the hands of the audience. With interactive features like live chats, personalised recommendations, and seamless streaming, our CTV platform meets viewers wherever they are and whenever they’re ready to tune in.

    India TV is combining traditional news depth with the immediacy and flexibility of CTV, positioning us to engage a generation that values trusted journalism as much as the freedom to watch on their terms.

    On striking a balance between delivering hard news & incorporating lighter, more engaging content to appeal viewers

    Our strategy at India TV is to provide a mix of hard-hitting news and lighter, more engaging content. We ensure credibility and depth with hard news segments covering politics, international events, and investigative journalism, while appealing to younger viewers through segments that explore lifestyle, entertainment, and trending topics.

    Our Speed News segments, such as Speed 50, Speed 100, Duniya 20, Mausam 20 & Sports 20, provide quick, impactful updates, allowing us to deliver a broad range of topics in digestible formats.

    During the Covid-19 pandemic, we introduced two uplifting shows—Yoga News & Jeetega India, Harega Corona—to bring positivity to our viewers. These programs showcased our ability to balance hard and soft news, offering both reassurance and reliable information during challenging times. This dual approach lets us stay true to our journalistic roots while embracing the variety that today’s diverse audience values. By offering both serious reporting and lighter fare, we cater to the wide-ranging interests of our viewers, keeping them informed and engaged.

    On gen Z audience turning increasingly towards digital platforms for news rather than traditional TV

    While digital platforms have become the primary source of news for younger generations, traditional TV news continues to hold a strong reputation for credibility among them. Take “Coffee Par Kurukshetra,” for example, a segment that resonates deeply with younger viewers, with 40 per cent of its audience under the age of 35. We see similar engagement across other segments, such as Speed News on YouTube, where half of the viewers are under 35, as well as our yoga channel and “Aap Ki Adalat,” with 56 per cent and 47 per cent of their respective viewership also within this younger demographic.

    This demonstrates that younger audiences value trusted journalism but prefer to access it in formats suited to their digital habits. By tailoring our content for digital platforms, we ensure that these viewers stay connected to trusted journalism while engaging with us on their terms.

    On India TV ensuring credibility and trust with its viewers

    In today’s climate of misinformation, India TV stands firmly for credibility and trust. Our fact-checking team rigorously verifies content before it reaches the public, ensuring that our viewers receive only accurate, well-vetted information.

    We also proactively monitor the spread of fake news, maintaining vigilance to protect our viewers from misinformation. This commitment to authenticity has allowed us to build lasting trust, making India TV a reliable source in an age of unreliable information.

    On working behind the scenes for years, shaping the channel’s growth, your personal motivation & guiding philosophy throughout this journey

    A deep sense of purpose and responsibility toward our viewers has always driven my journey with India TV. I approach each decision as a meaningful step toward building a stronger connection with our audience. Guided by an audience-centric philosophy, I focus on understanding diverse viewer needs and aligning our content to serve those needs.

    As a certified content producer, adapting to technological shifts and staying ahead of media trends have been integral to my role. This focus on innovation and audience engagement has allowed me to contribute to India TV’s growth in a way that is both impactful.

  • Australia passes bill banning social media for kids; India’s Vaishnaw calls for stricter regulation

    Australia passes bill banning social media for kids; India’s Vaishnaw calls for stricter regulation

    MUMBAI: No social media for kids. The Aussie house of representatives passed a bill yesterday imposing a ban against Instagram, Tiktok, Facebook, SnapChat, X,  Reddit from allowing kids under 16 from accessing these networking platforms. The onus has been put on social media to ensure that kids don’t use them;  fines up to $33 million will be imposed on them if a kid’s profile is found active. The bill will now require senate approval which it most likely will get and social media  will have  a year to clean up their acts. 

    That was Down Under. 

    In India too, the government would like to bring  social media under tight regulation. 

    While addressing a parliament question during the ongoing session of the Lok Sabha today, union minister of information & broadcasting, railways, and electronics & IT, Ashwini Vaishnaw,  once again highlighted the urgent need to strengthen existing laws governing social media and OTT platforms.

    “We are living in the era of social media and OTT platforms. However, the democratic institutions and traditional forms of the press that once relied on editorial checks to ensure accountability and correctness of content, have seen these checks diminish over time,” he said. 

    He noted that due to the absence of such editorial oversight, social media has become a platform for freedom of press on one hand, but on the other hand, it has also become a space for uncontrolled expression, which often includes vulgar content. 

    Acknowledging the distinct cultural differences between India and the geographies where these platforms originated, Vaishnaw emphasised. “The cultural sensitivities of India vastly differ from those of the regions where these platforms were created,” he said.  

    This makes it imperative for India to make existing laws more stricter and he urged everyone to come to a consensus on this matter.

    The minister also urged the parliamentary standing committee to take up this important matter issue as a priority. “There should be societal consensus on it, along with stricter laws to address this challenge” he said.

    Will Indian society agree? 

  • HSBC Mutual Fund launches ‘Naye Nazariye Ki Udaan’

    HSBC Mutual Fund launches ‘Naye Nazariye Ki Udaan’

    Mumbai: On the occasion of Children’s Day, HSBC Mutual fund has unveiled “Naye Nazariye Ki Udaan”, a digital film that aims to raise awareness about the significance of early financial planning and the role of mutual funds in securing a brighter future for children.

    Conceptualised and produced by TheSmallBigIdea, the film is an initiative to educate young parents about systematic investment plans (SIPs) in Mutual Funds. It highlights the importance of starting early and staying invested to achieve long-term financial goals. The film emphasizes how mutual funds can be a powerful tool to build a strong financial foundation for children, thereby enabling them to pursue their dreams and aspirations.

    This ad film captures a whimsical father-child duo as they challenge Sherlock Holmes to find misplaced keys. Through dynamic visuals and witty dialogue, it showcases children’s creativity and problem-solving skills. The narrative effortlessly links playful imagination to the importance of securing the future, paralleling the role of mutual funds. The voiceover reinforces this connection, fostering an emotional bond with families and highlighting the value of nurturing imagination.

    Speaking on the campaign, HSBC Mutual Fund CEO Kailash Kulkarni said, “With thoughtful planning, parents can create a strong financial foundation to help secure their child’s aspirations and future. Through the quirky narrative in our Naye Nazariye Ki Udaan film, we wish to reinforce the importance of early investments through an SIP and urge young parents to take this critical step forward to make their child’s dreams into reality.”

    Speaking on the ad film, TheSmallBigIdea COO & co-founder Manish Solanki said, “Children, with their unfiltered imagination, see the world through a lens of endless possibilities. Our goal was to capture this unique perspective and weave it into a narrative that resonates with parents and highlights the transformative power of early investment. By emphasizing the long-term benefits of SIPs, the film will inspire people to take charge of their financial future and secure a brighter tomorrow for their loved ones.”

    The film will run across all digital and social media platforms. HSBC Mutual fund will engage with investors via display ads, social media platforms including Instagram, Facebook, LinkedIn, YouTube., etc.

  • Social media has evolved from a brand awareness platform to now driving direct sales for consumers: Ruksheen Palia

    Social media has evolved from a brand awareness platform to now driving direct sales for consumers: Ruksheen Palia

    Mumbai: In the bustling lead-up to India’s festive season, the digital marketing landscape is set for a significant boost, with brands across e-commerce, retail, FMCG and small businesses are eyeing this time to connect deeply with consumers through digital avenues, aiming to capture the excitement and enthusiasm that characterises Diwali, Dussehra, and other festivals. As online engagement becomes the core strategy, brands are leaning into innovative digital marketing trends that make their presence felt and drive conversions.

    This season is also known for an uptick in consumer spending and has traditionally been the prime time for brands to invest heavily in advertising. It is primarily driven by the need to engage India’s increasingly digital-first population, where mobile phones are the primary medium for product discovery and purchases. Brands are setting aside significant budgets for click-to-WhatsApp ads, video content, and social media campaigns to capture consumer interest during this period of heightened shopping activity.

    Indiantelevision.com’s Rohin Ramesh caught up with Social Panga VP – business & strategy Ruksheen Palia, where she touched upon ad spends expected this festive season and some Key trends to look out for in digital marketing.

    Edited excerpts

    On the overall marketing budget are brands planning to allocate specifically for this festive season compared to previous years

    While budgets will differ industry to industry, marketers are upping their spends this festive season for campaigns. However the focus is changing from traditional to digital advertising with real time bidding AI generation, which will allow brands to maximise their spends.

    From the past years’ experience, brands are estimated to spend 25-30 per cent of their marketing budgets on festive campaigns which is similar to previous years but will be more focused on digital advertising strategies.

    On media channels (social media, traditional media etc) you are seeing the most significant increases in ad spend this festive season

    For 2024, the obvious answer would be the digital side of marketing is going to get the biggest ad spends this festive season. From social media, connected TV & retain media playing a huge part.

    On the anticipated ROI metrics for ad spending during this festive season

    Brands are optimistic this festive season & are targeting higher ROI metrics compared to last year. With enhanced AI, content personalisation & omnichannel strategies to make content creation especially of videos more efficient & cost effective.

    Brands are also focusing on emotional connections, convenience & innovative strategies to build more long term goals to acquire customers.  They are not just looking at short-term sales but also focusing on building lasting relationships and brand loyalty, which can pay dividends beyond the holiday season

    On importance of data analytics in shaping ad spend decisions for the upcoming festive campaigns

    A crucial role! With increasing competition & higher expectations from all consumers today, brands are relying extensively on targeting accurately. Data analytics help with personalisation & targeting, Real time optimisation, Channel selection & more data analytics to help improve strategies.

    This festive season, data analytics will play an important part in decision making, helping brands optimise both short-term & long-term goals to build consumer loyalty.

    On importance of personalised marketing during the festive season and strategies are brands using to create personalised experiences

    One of the ways to cut through all the noise this festive season, will be to adopt personalised marketing! Since personalised marketing helps in boosting engagement, enhances customer experience & increases likelihood of conversion a lot of brands should adopt this strategy. Few of the strategies that can be adopted by brands are: Personalised mailers, AI, Dynamic content websites & interactive and experiential marketing.

    On the role you foresee social commerce playing in festive marketing campaigns this year

    This year even more than before, Social commerce is going to play a huge role in festive marketing campaigns. With the integration of e-commerce & social media on platforms like Instagram, FB the role this would play for customers would be: Seamless shopping experience, quick on the go shopping, influencer led & testimonial based buying.

    On brands investing more in social media platforms for sales

    Yes, most definitely. Brands are significantly increasing their investments on social media platforms for sales, especially during the festive season. Social media has evolved from a brand awareness platform to now driving direct sales for consumers.