ITV

Tag: Instagram

  • Spykar ditches dosh, dishes out denim for ‘Eidi that always stays with you’

    Spykar ditches dosh, dishes out denim for ‘Eidi that always stays with you’

    MUMBAI: Spykar, is urging a denim revolution this Eid. It’s campaign, “Eidi that always stays with you,” flips the bird to fleeting cash gifts, pushing for presents that pack a punch and last a lifetime.

    “Eid’s about love, innit? Why not gift something that doesn’t just disappear down the pub?” muses a Spykar spokesperson, clearly fed up with the usual monetary malarkey.

    To spearhead this sartorial shake-up, they’ve roped in digital darling Faisal Shaikh, aka Faisu. He’s ditching the dosh and embracing denim, showcasing how a decent pair of jeans outlasts any crumpled note. Faisu’s Instagram is now a denim-drenched delight, showcasing the campaign’s message.

    “We’re talking gifts with guts,” says Spykar CEO Sanjay Vakharia. “Like a good pair of jeans, relationships get better with age. Our denim’s built to last, just like your best mate’s banter.”

    Spykar’s campaign is a cheeky nudge to rethink Eid gifting. Forget the quick quid; invest in something that ages like fine wine, or at least a decent pair of selvedge. This Eid, Spykar is saying: “Give ’em denim, not dross.”

  • Meta serves up AI sauce for better creator and influencer marketing

    Meta serves up AI sauce for better creator and influencer marketing

    MUMBAI: Meta has dropped digital innovations, unveiling AI-powered creator marketing solutions that promise to turn brand partnerships into growth rockets.

    Meta director and head of ads business in India Arun Srinivas couldn’t contain his excitement: “The world’s largest community of Instagram creators is right here in India, and it’s no surprise that we’re seeing strong momentum around brands partnering with them to drive sales and ROAS. Meta’s creator marketing solutions such as partnership ads and Instagram creator marketplace can help brands easily discover, connect, and drive performance with creators to get the most out of the partnerships. The new tools we’re launching today harness the power of AI to make creator discovery even more seamless for brands, in turn boosting growth potential for both brands and creators.”

    Case in point: Snitch, a  fashion brand, saw a awesome 53 per cent increase in return on ad spend by leveraging Reels and creator content., according to its chief business officer Aniket Singh.

    The new toolkit is a creator’s dream and a marketer’s secret weapon:
    * AI-powered creator content recommendations that predict partnership magic within the partnership ads hub in ads manager
    * Keyword search in Instagram’s creator marketplace letting brands hunt for the perfect content creators. Previously, brands needed to leverage a variety of filters to find their ideal creator set. Granular filters spanning everything from “Bollywood dance steps” to “gadget unboxing.”

    To help businesses better discover and evaluate creator fit, Meta has also added a variety of features to Instagram’s creator marketplace
    * Playable creator reels
    * Direct email contacts for seamless collaboration
    * Badges showing creators’ partnership experience
    * Active Partnership Ads: Meta will now show a creator’s current partnership ads on their creator profile. 
    * Marketing API expansions for partnership ads

    Advertisers can also now use existing Instagram posts for partnerships ads in both placement asset customisation and Advantage+ Creative when creating ads via API.  In addition, partnership ads can now be used for click-to-message destinations.

    Meta’s data suggests partnership ads outperform traditional creatives by a whopping 96 per cent confidence interval – proving that human creativity, turbocharged by AI, is the new marketing holy grail.

    With India leading global Reels production and hosting the largest Instagram creator community, brands are in for a wild ride.

    Bottoms up to the creator economy!

  • 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.

  • Instagram may launch standalone Reels app to rival Tiktok

    Instagram may launch standalone Reels app to rival Tiktok

    MUMBAI: Instagram is reportedly considering launching a standalone app for its popular short-form video feature, Reels, as it seeks to capitalise on Tiktok’s uncertain position in the US market.

    Instagram head Adam Mosseri recently shared this potential move with employees. The standalone Reels app would offer a dedicated video-scrolling experience, similar to Tiktok, as Meta looks to strengthen its foothold in the short-form video space.

    This initiative follows Meta’s recent launch of edits, a video-editing app aimed at competing with Tiktok’s Capcut. The company had previously experimented with Lasso, a Tiktok rival introduced in 2018, but it failed to gain traction and was later discontinued.

    While Meta has yet to confirm its plans, the move signals a renewed push to dominate the short-form video market, catering to users seeking engaging, fast-paced content on a dedicated platform.

    Cited from NDTV WORLD

  • Flipkart raises eyebrows with viral Samsung F06 5G campaign

    Flipkart raises eyebrows with viral Samsung F06 5G campaign

    MUMBAI: Flipkart’s launch of the Samsung F06 5G wasn’t just another product drop, it became a nationwide sensation, thanks to SW Network’s innovative marketing playbook. From viral dance challenges to meme-worthy moments, the campaign blended entertainment with engagement, turning a smartphone release into a social media spectacle.

    At the centre of the buzz was a film featuring movie star Ayushmann Khurrana, whose signature eyebrow dance challenge quickly caught fire on social media. SW Network didn’t stop there—it roped in digital content creators Jannat and Faisu, fuelling a viral ripple effect that swept across Instagram and Tiktok.  

    Taking the campaign beyond screens, SW Network orchestrated billboard takeovers with quirky, inclusive messaging like, ‘This phone is for everyone and everyone is having fun with it. Be it maa g or papa g or beta g.’ The campaign also saw dance communities adopting the eyebrow challenge, blending entertainment with mass engagement.

    “Our goal was to create something more than an ad—something people wanted to be part of,” said SW Network co-founder Raghav Bagai. “The eyebrow dance challenge became a cultural moment, and seeing influencers, dancers, and everyday users embrace it validated our approach.”

    Flipkart associate director – category & central marketing Ekta Checker said, “Working with SW Network, we turned a product launch into a movement that connected with consumers in unexpected ways. Their deep grasp of meme culture and social trends ensured the excitement spread everywhere—from social feeds to dance floors and digital billboards.”

    In a stroke of agile marketing genius, the agency capitalised on a Flipkart app glitch, spinning it into a viral meme trend. What started as an unexpected bug turned into an organic social media storm, with influencers and meme pages jumping on board to create content around Samsung F06 5G searches on Flipkart.

  • 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.

  • Pocket FM joins Zepto-Shaadi.com var-vadhu bromance with dash of humor

    Pocket FM joins Zepto-Shaadi.com var-vadhu bromance with dash of humor

    Mumbai: Audio entertainment leader Pocket FM has entered the viral saga of Zepto and Shaadi.com with its own storytelling flair, delivering a clever and hard-hitting carousel post. Adding humor to its impressive milestones, Pocket FM shows it can deliver drama, playfulness, and entertainment.

    In its viral LinkedIn post, Pocket FM seamlessly blends wit and achievements, showcasing its milestones, including global expansion and 75,000 audio series available in under 10 seconds. 

    Pocket FM VP of brand marketing & communications Vineet Singh remarked, “We couldn’t resist jumping into the fun! We couldn’t just watch from the sidelines when storytelling is our forte! This post is our way of saying—whether it’s drama, growth, or humor, Pocket FM always delivers. And let’s be honest, if there’s a trend with deliveries involved, who better to join the party than the ones delivering 75,000 plus  stories faster than your next grocery bag?”

    Adding to the Zepto-Shaadi.com bromance, Pocket FM crafted an entertaining var-vadhu twist on Instagram. While Zepto promised a Manyavar outfit in 10 minutes and Shaadi.com admitted that finding the var-vadhu takes longer, Pocket FM delivered its punchline:  “Why wait? We deliver the var-vadhu’s audio series in less than 10 seconds!”

    Hmm! Didn’t Dangal Play take the same tack? Who came first? 

    Pocket FM can argue it out with Dangal; we will just write about both!

     

     

  • 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.