ITV

Tag: GenZ

  • Flipkart unveils annual beauty trends report with NielsenIQ at Glam Up Fest 2025

    Flipkart unveils annual beauty trends report with NielsenIQ at Glam Up Fest 2025

    Mumbai:  Flipkart’s beauty game just hit glow mode. At its flagship Glam Up Fest 2025, the homegrown e-commerce giant joined hands with NielsenIQ to unveil its first-ever Glam Up Annual Beauty Trends Report — a sizzling dossier on what’s hot, what’s viral, and what’s flying off carts in the beauty aisles.

    The numbers are blinding. Five beauty products sold every second, over 148 million items purchased in 2024, and premium beauty growing at 70 per cent year-on-year. India’s online beauty obsession has officially entered its golden age — and Gen Z is running the show.

    “The beauty landscape in India is in the midst of a vibrant transformation, and no one is driving it more than GenZs. Their evolving preferences, digital fluency, and expressive approach to beauty are reshaping the industry as we know It,” quipped Flipkart head of business (Cleartrip, FMCG, general merchandise) Manjari Singhal. “At Flipkart, we’ve always believed in staying close to the consumer. The Glam Up Trends Report is a reflection of that belief, an effort to listen, understand, and anticipate what beauty means to the next generation. This report is the result of a deep, collaborative effort between Flipkart and NielsenIQ teams.”

    Here are sone of the  key findings of the report: 
    * Skinimalism is the new glam: Sales of gel moisturisers shot up 120 per cent, serums by 80 per cent, and face washes cleaned up with a 123 per cent rise. Active ingredients like niacinamide, salicylic acid, and vitamin C are skincare royalty.
    * Slugging, glazing, and SPF-ing: Sun protection is now a religion. Sunscreen sales have doubled; SPF product searches soared 76 per cent. Hydration-led rituals are here to stay.
    * K-Beauty craze goes full K-drama: Snail mucin, hydrating essences, and sheet masks clocked 90 per cent YoY growth. Searches for Korean skincare grew 81 per cent. Seoul clearly has India’s skincare vote.
    * Fragrance goes full ‘scent-sational’: Perfume isn’t just a splash; it’s a statement. Sales doubled, attars surged 2.5x, and gourmand notes (think marshmallow and brown sugar) are ruling scent playlists.
    * Hair’s having its serum moment: Goodbye champi, hello peptides. Flipkart saw 2x growth in hair serums and an 85 per cent spike in scalp care. Haircare is now high-performance skincare in disguise.
    * Cherry Cherry Lady and Surma surge: Glossy lips, barrier-friendly blush, and hybrid makeup formats are hot picks. Searches for Surma-inspired looks skyrocketed 33x, proving culture and colour can coexist.
    * Beauty by geography: From Delhi’s dust to Kerala’s humidity, Flipkart is going hyper-local with assortments tailored to regional skin and hair woes.

    Flipkart’s bet? Beauty is Gen Z-led, creator-powered, science-fuelled — and only just getting started.

    Flipkart senior director research and insights Priyanka Bhargav, said: “Beauty today is bold, expressive, and constantly evolving and no one captures that spirit quite like Gen Z. Whether it’s their focus on skin health, passion for active ingredients, love for nostalgic aesthetics, or embrace of hybrid formats, they’re redefining the beauty playbook. The Glam Up Trends Report helps decode this dynamic shift. With rich data, real consumer voices, and cultural context, it highlights what’s truly resonating. Trends like Hydration Daze, Scientific Obsession, kiSKIN, and Cherry Cherry Lady go beyond surface appeal, they reflect how young India is engaging with beauty in deeper, more expressive ways. This report is the result of a thoughtful collaboration between the Flipkart Insights Team, the beauty and personal Care team, and our intelligence partner, NielsenIQ. We hope it sparks fresh thinking, challenges conventions, and inspires the next wave of beauty innovation.”

    Flipkart’s Glam Up Report isn’t just a data drop — it’s a blueprint for beauty’s next billion. With a marketplace of over 1.4 million sellers, 500 million+ users, and innovations like UPI, no-cost EMI and easy returns, the platform is blending global trends with Indian needs at scale.

    As Kartheek Kanumuru, Sakait Choudhary, Priyanka Bhargav and Manjari Singhal unveiled the report, one thing was clear: Flipkart is no longer just delivering products — it’s delivering beauty revolutions in a box.
    Glam up, log on, and swipe right on that serum.

    (Pictured above: Left to Right: Sakait Choudhary, Priyanka Bhargav, Manjari Singhal, Kartheek Kanumuru at Flipkart Glam Up 2025)

  • SW Network Wins Integrated Digital Mandate for – Fujifilm India instant camera brand instax

    SW Network Wins Integrated Digital Mandate for – Fujifilm India instant camera brand instax

    MUMBAI:  SW Network has landed a picture-perfect win with Fujifilm India, snapping up the integrated digital marketing mandate for its cult instant camera brand, instax Following a multi-agency pitch, the agency will now helm everything from D2C performance marketing and media planning to influencer collaborations, SEO and scroll-stopping creative.

    Leading the charge will be SW Growth Labs, the growth vertical of the agency, alongside SW Creative, which will craft platform-first content and thumb-stopping narratives aimed at Gen Z and Millennial audiences hooked on vintage vibes and tangible memories.

    instax, already a darling of creators, collectors, and cool kids, is capitalising on the global revival of instant photography. With smartphones saturating digital memories, these pocket-sized snap-and-print gadgets have made a comeback—one polaroid at a time. From designer film cartridges to smartphone printers, instax has firmly positioned itself as the go-to for the #aesthetic generation.

    SW Network  cofounder Raghav Bagai shared his enthusiasm on  the partnership: “instax is more than just a camera brand. It is an experience that blends nostalgia with creativity, allowing people to capture and share moments in a tangible way. SW Growth Labs will lead performance marketing and SEO, while SW Creative will drive creative, influencer, creative, and social strategies. Together, we are building an integrated approach to accelerate the brand’s digital growth in India. At SW Network, we believe in the power of data-driven creativity to build meaningful brand connections. We look forward to strengthening brand presence and engagement in the market.”

    Fujifilm India instax division digital marketing manager Shaiphali Galhotra  added, “Our partnership with SW Network is a key step in strengthening the brand’s digital-first approach. By integrating media, social, and performance marketing strategies, we aim to build a stronger, more engaging brand presence while enhancing our D2C experience. We are confident that SW Network’s expertise will drive meaningful results and solidify the brand’s market leadership in India’s instant photography market.”

    With this win, SW Network adds yet another feather to its cap, proving that when strategy meets sentiment, you get more than just clicks—you get keepsakes.

  • Vdo.ai round table helps make sense of the Gen Z ad code

    Vdo.ai round table helps make sense of the Gen Z ad code

    MUMBAI;  In a world where Gen Z tunes out the moment an ad feels off, Vdo.ai is on a mission to turn advertising from an interruption into an interaction. The video ad tech powerhouse just hosted a high-stakes roundtable, pulling together marketing’s sharpest minds to crack the Gen Z conundrum—how to sell to a generation allergic to brand loyalty, sceptical about data tracking, and always on the lookout for the next big trend.

    Vdo.ai co-founder & CTO Arjit Sachdeva set the tone. “Advertising is evolving fast, and Gen Z is calling the shots. If your ads aren’t immersive, interactive, and tailored to them, they won’t just scroll past—you won’t exist.”

    The event drew heavy hitters from brands that shape how we eat, drive, and shop: Arpita Gandotra (avp marketing, Reliance Digital Retail), Varun Sethuraman (business head, Nestlé), Anshuman Goenka (global director – incubation brands, Bacardi), Sneha Jha (head of media and CLM, KFC), Sakshi Malhotra (head – digital marketing & d2c, PNB MetLife), Anuj Somani (senior marketing manager, Volvo Cars), Karan Kumar (cmo, Hero Realty), Jitendra Choudhary (head of digital, Honasa Consumer Ltd – Mamaearth), and Himanshu Sirohi (head of digital marketing & credit card business, Apollo 24×7).

    Some of the nuggets that emerged from the roundtable included: 

    The numbers don’t lie:
    * 60 per cent of Gen Z disengage from ads they find irrelevant or overly personal.
    * Just 9.6 per cent feel any real brand loyalty—they care more about price and trends.
    * 43 per cent are wary of being tracked online.
    * A mere five per cent say product quality or cost matters more than a killer brand experience.

    What’s hot, what’s not:
    * Repeating an ad doesn’t build reputation anymore—it just builds resentment. Brands need sharp, engaging storytelling.
    * AI-driven content is rewriting the rulebook on audience targeting.
    * Digital-first touchpoints aren’t a nice-to-have, they’re the whole game.

    Vdo.ai chief business officer Akshay Chaturvedi pointed to the $1.8bn consumption potential Gen Z will bring to the table by 2035. “If brands want in, they need AI-powered, hyperlocal and immersive experiences—because attention is the new currency, and Gen Z isn’t handing it out for free.”

    As the conversation wrapped up, one thing was clear: the advertising playbook is being rewritten in real time. And keeping pace with that is crucial if one wants in with the GenZ audience. 

  • Under 25 platform muscles in as youth culture powerhouse with half-million strong tribe

    Under 25 platform muscles in as youth culture powerhouse with half-million strong tribe

    MUMBAI: A digital juggernaut aimed squarely at India’s youth tsunami has emerged as the hottest ticket in town for brands desperate to crack the elusive next-gen market.

    Under 25, boasting a whopping half-million active users, has morphed from mere app to full-blown cultural movement, offering India’s digital natives a veritable playground where they can flex their ambitions and collect real-world perks along the way. On offer is the ability to earn while they learn in their college. 

    “India has the world’s largest youth population and this segment will undoubtedly shape the future of this country,” declared Jeel Gandhi, the platform’s bullish CEO, who’s clearly not shy about Under 25’s lofty ambitions.

    The platform’s secret sauce lies in its multimodal approach that doesn’t just flog content at youngsters but creates a buzzing ecosystem where interaction reigns supreme. With features including “Spaces” for niche communities, mission-based challenges dangling tangible rewards, and a calendar of online and offline events, Under 25 has its tentacles in every aspect of youth experience. It began in 2013 by building a community of driven students, that would come together once a year. This community began to grow across the nation, both physically and digitally. By mid-February, Under 25 had completed  50 Summits at Campus (SACs) across 20 cities, 50 premier institutions, and 40,000+ students.
     

    Subramaniam Vijay and Jeel Gandhi

    “The youth in India today are motivated by real experiences that feel authentic,” explained Collective Artists Network group CEO and Founder Vijay Subramaniam. His company acquired the Under 25 universe in 2023 with its CEO & co-founder being Anto Philip then.
     

    The platform’s gamification strategy has proven particularly potent, with features like “Flip Cards & Collectibles” serving up surprise perks including the coveted “Super Rare Golden Cards” – digital treasures that have youngsters positively foaming at the mouth.

    For brands desperate to shed their dusty, corporate images, Under 25 offers the ultimate Trojan horse – becoming an active part of the user experience through engaging missions, interactive content and reward-based challenges that provide cold, hard benefits that Gen Z actually gives a toss about.

    Says Gandhi: “At Under 25, our vision is to empower and equip them for life. This platform’s diverse touchpoints, from digital spaces to real-world events, make it the go-to destination for anyone looking to connect with India’s youth.”

    “Every brand interaction is an opportunity to make a real impact,” said Gandhi. “We have built this platform to empower students and provide them with meaningful experiences. For brands, it’s about becoming a part of something larger, something that genuinely matters to the youth of India.”

    As India’s demographic dividend increasingly flexes its economic muscle, Under 25 has positioned itself as the gatekeeper to a generation that will shape everything from consumer trends to workplace culture in the coming decades – a fact not lost on marketers scrambling for relevance in a rapidly evolving landscape.

  • Burger King India joins the Loveyapa lovefest with exclusive combo & contest

    Burger King India joins the Loveyapa lovefest with exclusive combo & contest

    MUMBAI: Romantic comedies and fast food—what could be a more perfect pairing?

    Burger King India has teamed up with Phantom Films for the much-awaited Gen Z rom-com Loveyapa. Starring debutants Khushi Kapoor and Junaid Khan, this fresh take on modern relationships hits theatres on 7 February 2025. With a blend of quirky humour and painfully relatable breakups, this movie promises a ride as satisfying as a Whopper.

    In true Burger King style, the brand has rolled out a special menu item to celebrate the film: the “Loveyapa Combo”. This indulgent set features a Whopper Jr. with cheese, saucy fries, and a chocolate thickshake. Whether you’re sharing it with bae or devouring it solo while scrolling memes, this combo is here to soothe your soul (and stomach).

    Available both online and at all Burger King outlets nationwide, the combo reflects the playful chemistry of Khushi Kapoor and Junaid Khan. But is it better than your last date? That’s for you to decide.

    What’s a Gen Z campaign without a meme fest? Burger King’s Loveyapa UGC Contest invites fans to create their own memes using screenshots from the film’s trailer. With exciting prizes up for grabs, it’s a perfect way to channel your inner content creator while hyping the movie’s release. Can you make the internet LOL? The challenge is on.

    Burger King India chief marketing & digital officer Kapil Grover said, “Burger King has always been about meaningful connections with our Gen Z guests. Loveyapa’s script and cast perfectly fit into our brand world. With Junaid Khan’s much-anticipated debut and Khushi Kapoor’s charm, this movie promises to strike a chord with India’s youth, and we’re thrilled to be part of its journey.”

    Phantom Studios CEO, Srishti Behl shared her excitement about the partnership, “The movie, with its fresh take on love and relationships, aligns perfectly with the dynamic and youthful energy of Burger King. The ‘Loveyapa Combo’ captures the playful spirit of the film, resonating with today’s Gen Z. It’s exciting to see this partnership come to life, reaching young audiences through a brand that truly speaks to them.”

    Directed by Advait Chandan and produced by Phantom Studios and AGS Entertainment, Loveyapa isn’t just about the leading pair. With Ashutosh Rana, Kiku Sharda, and a talented ensemble cast, the film dives deep into the bittersweet truths of love, heartbreak, and everything in between.

    Burger King’s cheeky, bold persona is a perfect match for Loveyapa’s modern take on romance. It’s a love story told through crispy fries, melty cheese, and of course, a side of laughs. The combo and contest are sure to make waves, drawing both foodies and movie buffs alike.

    Grab your ‘Loveyapa Combo’ and tell us: does food really taste better when paired with rom-coms? Only one way to find out!

  • All about cats and dogs and their Indian pet parents

    All about cats and dogs and their Indian pet parents

    MUMBAI: Indians are increasingly welcoming animals into their home. That’s something which is more than reflected in major metros and urban areas where you find pet owners walking their furry friends on the sidewalk at dusk or at dawn.

    A global pet parent survey by pet care and nutrition company Mars Petcare totally reaffirmed this. 20,000 pet (cats and dogs)  parents were contacted  – 1,000 of them from India – and two thirds of them expressed that their feline or canine companions  are the most important thing in their lives.

    For Gen Zs and millennials,  pets are companions who provide unconditional love, alleviate stress, and make great companions to bond with. More than 64 per cent of young dog owners and 60 per cent of young cat owners in India reported that their pets helped reduce stress and anxiety. These numbers reveal that pets are an integral part of their life. Pet adoption starts at least three months or younger, with 67 per cent of them being puppies and 70 per cent, kittens.
     
    The survey reveals that there’s still a journey ahead in raising awareness about adoption. Only six  per cent of puppies and four per cent of kittens are adopted from shelters, with 17 per cent of puppies and 10 per cent  of kittens being acquired through breeders and, maximum, through pet shops, with 23 per cent  of puppies and 19 per cent of kittens. This indicates a significant opportunity to promote adoption and responsible pet ownership, potentially leading to a more compassionate pet care culture in India.
     
    Mars Petcare India managing director Salil Murthy acknowledged that a new generation of Indian pet parents- especially young Indians-  are adopting pets in record numbers and are also prioritising the emotional and mental benefits these relationships bring. “At Mars Petcare, we are obsessed with pet parents and are always listening and learning from them. The Mars Global Pet Parent Study reflects our commitment to learn and share awareness about how pet ownership is evolving worldwide. It’s no longer ownership; it’s become a lifelong relationship. India is no different. Just as they care about their own health, Gen Z is equally committed to the health and nutrition of their pets,” he added. “We ensure every product in our portfolio provides 100 per cent complete and balanced nutrition wherever pets are. Beyond nutrition, we aim to ease pet parents’ challenges and build a better world for pets. Our initiatives like building better cities for pets, organising national adoption weekends, deploying mobile shelters across key metros, and partnering with animal welfare organisations in multiple cities are a testament to our commitment to this purpose.”

    Couple cuddling with their cats and dogs
     
    Globally, Mars Petcare’s survey revealed similar trends in pet ownership, with 56 per cent  of people worldwide identifying as pet parents, and nearly half of them being first-time owners. Around 37 per cent  of global pet parents view their pets as the most important thing in their life, showing that this deep bond between people and pets extends beyond borders. With insights like these, Mars Petcare continues to innovate and evolve its offerings to meet the needs of pet parents around the world.
     
    Conducted over 30 days in early 2024, Mars Petcare’s study surveyed 20,000 pet parents across 21 countries, including Canada, USA, Mexico, Brazil, Spain, UK, France, Germany, Italy, Poland, Turkey, South Africa, China, Thailand, Indonesia, Philippines, Japan, Australia, New Zealand, and India. This study—the largest of its kind—reveals how pets profoundly impact lives worldwide and the evolving priorities of today’s pet parents.

    Following are some of the highlights of the survey”
     
     Pet Ownership is Expanding and Evolving
    * Growing pet ownership globally: Over half (56 per cent) of respondents globally are pet parents;  47 per cent being first-time owners. In India, first-time pet parents rise to 69 per cent
    * Pet prioritisation: Gen Z and millennials lead a more emotional approach to pet ownership, with 47 per cent of global Gen Z dog owners and 43 per cent of cat owners saying their pets are “the most important part of their lives.” In India, this number is a remarkable 66 per cent for dog and cat owners.
    * Younger pets for younger generations: Globally, 70 per cent of puppy owners and 72 per cent of kitten owners are Gen Z or millennials, reflecting their desire to start early bonds. 

    Pet Parents’ Satisfaction and Challenges
    * High satisfaction with pets’ impact: Globally, 37 per cent of pet parents feel their pets are central to their lives, with India showing an even stronger bond at 68 per cent. Dog owners value unconditional love (42 per cent in India) and family completeness (40 per cent), while cat owners highlight entertainment (43 per cent) and stress relief (41 per cent).
    * Guilt around leaving pets alone: One-third of global dog owners (33 per cent) and 32 per cent  of Indian dog owners feel guilty about leaving pets alone. For cat owners, this rises to 38 per cent in India.
     
    Barriers to Pet Ownership and Pet Friendliness
    * Key barriers: Globally, challenges include unsuitable living conditions and the commitment level. In India, emotional pain from pet loss (23 per cent) is a top reason for not owning a dog, while living conditions and furniture concerns impact cat ownership.
    * Pet-friendliness of neighborhoods: While 42 per cent globally find their neighborhoods pet-friendly, India ranks higher, with 56 per cent viewing it positively. However, nine per cent of Indian respondents still hold negative sentiments about having pets in their neighborhood.
    * Pet adoption: Most pets are acquired through friends, family, or breeders, with minimal adoption rates. In India, 23 per cent of dogs and 19 per cent of cats come from pet shops, while adoption rates remain low at six per cent  for dogs and four per cent for cats.

  • Flipkart’s Sad Panda becomes a viral icon for android advantage campaign

    Flipkart’s Sad Panda becomes a viral icon for android advantage campaign

    MUMBAI: In the battle of operating systems, where iPhones reign supreme and Androids hustle for the limelight, Flipkart’s Android Advantage campaign has flipped the script—quite literally.

    Enter the Sad Panda, a hilariously mopey yet oddly relatable mascot who’s taken the internet by storm, transforming from a couch potato into a pop culture phenomenon overnight. With its quirky humor, snappy storytelling, and spot-on Gen Z vibes, the campaign is more than just a marketing win; it’s a cultural reset.

    Forget doomscrolling—this is the wholesome viral content we didn’t know we needed.

    The campaign’s narrative cleverly captures a moment of digital-age connection. It follows a man who transforms into a panda, metaphorically portraying the isolation he feels as his partner focuses on her phone. The twist? He uses Android’s exclusive features—such as Google Gemini and Circle to Search—to plan a heartfelt surprise, celebrating the role of technology in creating meaningful connections. With its compelling story and advanced tech showcase, the campaign has amassed over 100 million views on Instagram in under a week, generating widespread buzz across social media.

    Even before the ad’s release, the Sad Panda was creating a stir. Spotted in meme-worthy scenarios—sulking on a park bench, holding signs at Marine Drive, or waiting outside a club—the character became an instant social media hit. Meme pages, pop culture accounts, and influencers amplified its presence, making the Sad Panda a relatable and humorous symbol of digital distraction. As it trended on Twitter, it resonated deeply with Gen Z, who embraced its quirky and lighthearted charm.

    The Sad Panda campaign seamlessly weaves pop culture with cutting-edge technology, engaging younger audiences while showcasing Android’s innovative features. The campaign coincides with Flipkart’s Big Saving Days, launching on 20 December, offering exclusive deals on Android devices—a timely opportunity for audiences to upgrade their gadgets.

    By capturing relatable moments of digital disconnection and emotional connection, the Sad Panda campaign exemplifies the power of storytelling in modern advertising.

    What began as a forlorn character has transformed into a cultural phenomenon, leaving a lasting impression on audiences and redefining how brands engage with digital-savvy consumers.

     

     

  • “We’re exploring ancient Indian mythology for original IPs”: Rusk Media’s Ajit Manerikar

    “We’re exploring ancient Indian mythology for original IPs”: Rusk Media’s Ajit Manerikar

    Mumbai: For Gen-Z, it’s always a mix of snackable entertainment and quick bites of captivating content that fuel their digital cravings. Understanding this appetite, Rusk Media, a Gen-Z first mobile entertainment company, delivers premium social and OTT video IPs tailored to their tastes. Some of their shows include Playground – a gaming entertainment championship, Roomies, Dude, Couple Goals, Date with Senior, and more.

    Spearheading Rusk’s journey into the heart of Gen-Z storytelling, Ajit Manerikar, Sr VP of production & commercials, orchestrates a team of passionate storytellers dedicated to weaving data-driven narratives that resonate with the digital generation.

    Indiantelevision.com caught up with Manerikar to gain more insights on Gen-Z’s behavioural trends, the studios’ upcoming projects or collaborations, Rusk’s strategy of blending TV-style storytelling with snackable content, and more…

    Edited Excerpts:

    On Rusk Studios’ inspiration to focus on becoming a Gen-Z first mobile entertainment company and the behavioural patterns of Gen-Z audiences that Rusk Studios has observed

    Rusk Studios was inspired to focus on becoming a Gen-Z first mobile entertainment company due to the significant shifts in digital behavior observed in recent years. With the explosion of internet and smartphone penetration, there has been a notable trend of individuals, particularly young adults belonging to Generation Z and Alpha, gravitating towards consuming content on their personal screens.

    This surge in mobile entertainment consumption prompted the emergence of a new industry, where content began to be predominantly consumed on mobile devices. Recognizing this trend, we identified a crucial gap in the market – despite the abundance of content available, younger audiences were largely consuming content that was created for older demographics. This presented an opportunity for us to cater specifically to the preferences and interests of Gen-Z audiences.

    Today, as the largest Gen-Z/A focused mobile entertainment company in India, we have strategically positioned ourselves to deliver premium serialized content across various platforms such as YouTube, Instagram, Facebook, Snapchat, and OTTs. Our content spans diverse genres including fiction and non-fiction, and encompasses both short and long-form video formats. By aligning our content offerings with the behavioral patterns and preferences of Gen-Z audiences, we have successfully carved a niche for ourselves in the competitive landscape of mobile entertainment.

    On Rusk Media navigating the ever-evolving landscape of digital entertainment

    At Rusk Media, we navigate the ever-evolving landscape of digital entertainment by staying closely connected to our audience. With a robust presence across four major social media platforms and nearly 20 million subscribers, we’re continually tuned into what content our target audience is consuming. Each month, our channels collectively amass an impressive one billion views, giving us invaluable insights into audience preferences and trends.

    Moreover, our dedicated research and analytics team gathers industry insights, allowing us to stay ahead of the curve. By combining these first-hand observations with comprehensive data analysis, we develop content that is not only relevant but also resonates deeply with our audience, particularly Gen Z.

    Our focus lies in creating premium, snackable content tailored to the preferences of today’s audiences, who often have shorter attention spans. By crafting themes and storylines that resonate with our viewers, we strive to offer entertainment experiences that captivate and engage, ensuring that Rusk Media remains at the forefront of digital entertainment.

    On upcoming projects or collaborations that Rusk is particularly excited about

    We’re thrilled about several upcoming projects and collaborations at Rusk Media. While we’re excited to announce new seasons of our popular shows like School Friends, Couple Goals, and Playground, we’re also venturing into exciting new territories this fiscal year. One area of focus is our expansion into content based on real-life stories, biographies, and docu-dramas. We believe in the power of authentic storytelling to captivate and inspire our audience, and we’re eager to bring compelling narratives to life on screen.

    Additionally, we’re delving into the rich reservoir of ancient Indian mythology to develop original intellectual properties (IPs). Drawing from this vast and culturally significant source material, we aim to create innovative and immersive storytelling experiences that resonate with audiences both locally and globally.

    These projects reflect our commitment to diversifying our content offerings and exploring new creative avenues. We can’t wait to share these exciting ventures with our audience and partners alike.

    On Rusk ensuring its content resonates with audiences across different regions and demographics

    Ensuring that our content resonates with diverse audiences across different regions and demographics is a key priority for Rusk Media. While our primary audience largely consists of the 15-30-year-old demographic from North India, predominantly Hindi-speaking markets, we understand the importance of catering to a variety of tastes and preferences.

    With successful scripted IPs such as Dude, Couple Goals, School Friends, and Playground, we’ve already established a strong connection with our target audience. These shows have resonated well with our audience, providing us with valuable insights into their preferences.  To continue engaging with our audience and staying relevant in the ever-changing landscape, we focus on creating content that reflects the top genres and themes of the time. Whether it’s romance, a slice of life, friendship, or aspiration, we ensure that our content addresses themes that have demonstrated strong acceptability and watch time among our audience.

    By remaining attentive to audience feedback and trends, we strive to produce content that not only entertains but also deeply connects with viewers across different regions and demographics. This approach allows us to maintain a strong rapport with our audience while adapting to their evolving needs and interests.

    On Rusk’s strategy of blending TV-style storytelling with snackable content for a holistic viewing experience

    At Rusk Media, our strategy revolves around crafting storytelling experiences that resonate with Gen-Z audiences. As the saying goes, “Don’t just do it, be it.” We believe in immersing ourselves in the issues, concerns, and motivations of Gen Z, ensuring that our content reflects their worldview authentically. Recognising the infamous short attention spans of Gen Z, we’ve embraced the concept of snackable content, typically lasting around 15 minutes. This format allows us to deliver engaging stories in a manner that aligns seamlessly with our audience’s preferences.

    When it comes to incorporating “TV-style storytelling” into our approach, we’re focused on creating multi-episode, multi-season franchises that provide a holistic viewing experience. While the term “TV-style telling” often refers to content with extended narratives and the potential for franchise expansion, we prioritise developing relatable characters and compelling storylines that viewers will want to revisit time and again.

    Whether it’s a finite series or a multi-season franchise, we aim to captivate audiences with characters and narratives that leave a lasting impression. By blending TV-style storytelling with snackable content, we offer viewers the best of both worlds: familiar storytelling formats presented in an easily consumable manner, akin to enjoying a quick snack!

    On Rusk staying ahead of emerging trends in digital entertainment, and the role you see technology playing in the future of content creation

    Staying ahead of emerging trends in digital entertainment is a cornerstone of Rusk Media’s strategy. With a substantial presence across four social media channels, boasting close to 20 million subscribers and over one billion monthly views, we have firsthand insights into the content preferences of our target audience.

    Our research and analytics team diligently gathers industry insights, enabling us to develop content that is not only relevant and relatable but also resonates deeply with Gen Z—the primary demographic we cater to. By focusing on top genres and themes like romance, slice of life, friendship, and aspiration, we ensure that our content maintains strong acceptability and watch time among our audience, predominantly 15-30-year-old males from North India’s Hindi-speaking markets.

    As digital natives themselves, Gen Z expects personalised and real-time content experiences. To meet this demand, we leverage AI-led solutions to understand their dynamics and preferences better. From AI-driven content recommendations to influencer culture shaping consumption patterns, we closely follow these trends to anticipate and adapt to emerging shifts in the digital entertainment landscape.

    Moreover, we recognise the transformative role of technology, particularly AI, in content creation. Gen Z’s affinity for digital expression and creativity is complemented by AI-driven photo and video editing tools, empowering them to produce high-quality content for social media platforms. Additionally, innovations like “Sora” and other text-to-video AI apps herald a new class of entertainment experiences, which we are eager to explore and integrate into our content offerings.

    By embracing technology and closely monitoring emerging trends, we position ourselves to deliver innovative and engaging content experiences that resonate with our audience and stay ahead of the curve in the ever-evolving digital entertainment landscape.

    On Rusk Media’s future plans

    Our future plans at Rusk Media are centered around continued growth and expansion across multiple fronts. Firstly, we aim to further enhance our IP library by adding to our existing repertoire of over 20 premium IPs. Over the next five years, our goal is to grow this collection to encompass more than 100 diverse and compelling IPs, catering to a wide range of trending content themes.

    In addition to strengthening our content portfolio, we are committed to extending our presence across all major platforms in India, both social media and OTT. By maximising our reach and accessibility, we ensure that our content reaches audiences wherever they are, fostering deeper engagement and connection with our brand.

    Furthermore, we have ambitious plans to take our IPs global, leveraging their universal appeal to reach audiences beyond Indian shores. By expanding our footprint internationally, we not only broaden our audience base but also establish Rusk Media as a recognised player in the global entertainment landscape.

    These strategic initiatives reflect our commitment to innovation, growth, and delivering high-quality content experiences to audiences worldwide. We’re excited about the opportunities that lie ahead and look forward to realising our vision for Rusk Media’s future.

  • Audio is the new Lifestyle, reveals Pocket FM Survey

    Audio is the new Lifestyle, reveals Pocket FM Survey

    Mumbai: Audio Series platform Pocket FM unveils the findings of the second leg of its entertainment consumption survey ‘Digital Entertainment Insights: Audio Takes The Centrestage’. The survey conducted every quarter across India aims to understand the digital pulse of the nation and delves into the preferences, behaviours, and attitudes of internet users towards various forms of digital entertainment.

    Audio Takes The Centrestage: Key Metrics

    The findings suggest a resounding shift towards audio formats, with 81 per cent of people engaging with audio entertainment daily. Storytelling emerged as the primary catalyst for its irresistible pull, with one in three users expressing a distinct preference for this engaging and immersive format. The other triggers are convenience, influencing every 4th user, and content diversity, affecting every 6th user to adopt audio as a preferred content medium.

    Regarding devices, 71 per cent of users consume audio content on their smartphones, highlighting the convenience and accessibility that mobile devices provide. However, 29 per cent of users prefer to consume audio through tablets, smart TVs, desktops, and other devices, showcasing the rise of audio consumption at the workplace and home.

    Genre-wise, drama emerged as the leading genre capturing the attention of 22 per cent of users, closely followed by suspense and thriller at 21 per cent, romance at 17 per cent, sci-fi at 12 per cent, and comedy at 11 per cent.

    Users seek concise, episodic content— want audio storytelling to be evolved into video

    Approximately 40 per cent of users lean towards shorter episodes lasting between 5-15 minutes, while 35 per cent prefer slightly longer episodes in the 15-30 minutes range. Only about 25 per cent of users prefer longer content, opting for episodes spanning approximately 45-60 minutes.

    The rising popularity of audio entertainment is evident, with a notable shift in how people envision audio content. A staggering 93 per cent desire to adapt audio content into visual formats such as video OTT, TV series, and movies. As audiences seek multi-sensory engagement, the call for transforming audio storytelling into visual mediums underscores the evolving nature of content consumption in today’s digital age.

    Audio Emerges as Mental Wellness Specialist

    Audio extends beyond entertainment, proving itself as a valuable productivity tool. 44 per cent of users find audio for stress relief and believe it to be a soothing escape amidst daily pressures. Moreover, 30 per cent leverage audio to enhance focus, creating an immersive environment for improved concentration during work or other cognitive activities.

    About 26 per cent look at audio as a means to avoid distractions. This multi-role of audio highlights its versatility, serving as a source of entertainment and a crucial element for effective and mindful living.

    Trust is key; Audio is winning it.

    When it comes to content selection, trust plays a deterrent role. 42 per cent of users rely on content recommendations from the platform itself, while recommendations from friends and family (17 per cent) and social media (21 per cent) also wield significant influence. Surprisingly, only 6 per cent of users are swayed by influencers, indicating a higher level of disconnect with their recommendations among the audience.

    58 per cent of users are highly likely, and 28 per cent are likely to recommend their favourite audio platforms, showcasing a strong belief in the quality of auditory content. When it comes to spreading the word, good old-fashioned word of mouth leads the pack, with 42 per cent of users relying on recommendations from friends. Social media is just a little behind, influencing 36 per cent of users.

    Zooming into specific audio content, audio series steal the spotlight with 74 per cent giving 5-star recommendations. In comparison, 51 per cent give 5-star ratings to TV entertainment but get a rating of 3 or below from 33 per cent of users. Online music and video OTT also fare well, with 58 per cent and 53 per cent of users giving 5-star ratings, respectively, but rated 3 or below by 23 per cent and 31 per cent of users, highlighting a shift in the audience’s digital entertainment preferences.

    Audio Series is the winner but at the cost of …

    The survey unveils the increasing popularity of audio entertainment, prompting a seismic shift in user preferences. 31 per cent of users transitioned from online music to audio series, indicating a dynamic redefinition of audio entertainment consumption patterns. Similarly, 16 per cent felt that their entertainment consumption shifted from social media and short video consumption, while 20 per cent believed that audio series had replaced their video streaming habits. Even audio series have influenced other spoken-word content formats, such as audiobooks and podcasts, with approximately 17 per cent of users experiencing a shift from these formats. Only 16 per cent feel their entertainment time spent increased with audio series.

    Pay for Play – The time has come for Audio!

    As the landscape evolves, so do monetisation trends. While 23 per cent prefer subscription-based models, the survey indicates a growing appetite for flexible pricing with 37 per cent of users open to paying for individual episodes. Only 40 per cent of users still favour ad-supported and promotional models to drive consumption on audio platforms.

    Speaking on the findings of its second edition of Digital Entertainment Insights, Pocket FM CEO and co-founder Rohan Nayak said, “The outcome of the survey reflects a remarkable shift in consumer content consumption preferences, signaling the rise of audio as a dominant force in the entertainment landscape. Audio is not merely a trend, but it has become a lifestyle, driving engagement that exceeds any other entertainment medium. The findings strongly suggest that audio series is set to dominate audio entertainment, and we believe, it will emerge among the top 3 entertainment formats in the next couple of years.”

    “As we welcome this audio revolution as an opportunity, we are committed to leading the way into a future where audio takes centre stage in the hearts and minds of millions of audiences across the world,” added Nayak.

    Methodology

    The survey encompassed a diverse cross-section of the Indian population with a total sample size of 22,442 internet users, conducted between 28 October 2023 and 15 November 2023. Regarding gender distribution, the respondents comprised 69 per cent males and 30 per cent females. Delving deeper into age demographics, 58 per cent of the sample are Millenials, 35 per cent represented GenZ and 7 per cent belong to GenX. Geographically, the survey has a balanced representation, with 58 per cent of respondents hailing from tier 1 cities and metros and the remaining 42 per cent from tier 2 cities, reflecting an overview of digital entertainment preferences across diverse urban-rural landscapes in India.

  • IPL 2022: Mumbai Indians launches new anthem ‘Dil Khol Ke’

    IPL 2022: Mumbai Indians launches new anthem ‘Dil Khol Ke’

    Mumbai: IPL franchise Mumbai Indians (MI) has launched its team anthem titled “MI MI Bol Ke, Khelenge Dil Kholke.” The anthem comes as an addition to its ongoing campaign ‘Khelenge Dil Khol Ke’ which is conceptualised by Ogilvy. 

    While the last film was for aspiring cricketers, the latest one is for the fans, MI said. “The anthem is a reflection of the young and gen-Z fans, who have continued to support and push us forward, every time we take to the field,” said a Mumbai Indian spokesperson.

    The video features the entire playing squad of MI including Rohit Sharma, Jasprit Bumrah, Kieron Pollard, Surya Kumar Yadav, Ishan Kishan, and others.

    The anthem brings a perfect combination of emotion and winning spirit while celebrating the idea of playing cricket on the streets of India. The video represents the passion for playing cricket and how the journey takes the players through a rollercoaster of emotions.

    With this newly launched energetic anthem video, MI aims to connect with GenZ, vibing over the idea of playing the game of life with all your heart, imagining the impossible and making it a reality, to never lose faith and give their best at everything they do.


    Ogilvy managing director Anurag Agnihotri feels that IPL is cricketainment. “It’s cricket with huge doses of entertainment mixed in,” he explained.

    Speaking of the campaign, he said, “While we addressed the fulfillment of dreams of young aspiring cricketers in the last campaign, we wanted to have some fun this time around. The last film was for aspiring cricketers. This one, though, is for the fans. It’s an all-out visual spectacle with a sing-along aspect. It’s a chant for fans to express their love. We owed them something for their love. This is our way of giving them something they can truly own.”

    Sharing the idea behind this vibrant anthem, a Mumbai Indian spokesperson said, “Mumbai Indians have always played with passion – Straight from the heart, driven by the motto – never give up.”

    “Also, one of our main pillars is the fans that we have across the globe. Our style of cricket, brand values, and everything that we do resonates with their values, beliefs and inspires them, which is reflected in the growth of the MI Paltan army over the years,” the spokesperson added.

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