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  • 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.

  • IGAP releases report on social media transparency and compliance

    IGAP releases report on social media transparency and compliance

    Mumbai – The Internet Governance and Policy Project (IGAP) has published its latest report, “Social Media Transparency Reporting: A Performance Review”, offering a detailed analysis of how Significant Social Media Intermediaries (SSMIs) are complying with India’s Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021. The report assesses the performance of major platforms, including Facebook, Instagram, WhatsApp, YouTube, Twitter/X, LinkedIn, Snap, ShareChat, and Koo, focusing on their content moderation practices and grievance redressal mechanisms between June 2021 and December 2023.

    As concerns over harmful online content, including misinformation and hate speech, continue to grow, IGAP’s report highlights key gaps in transparency across these platforms and calls for enhanced accountability to Indian users. The study also provides a comparative analysis with international frameworks such as the European Union’s Digital Services Act and presents actionable recommendations for improving transparency and compliance practices.

    Key Findings:

    . Inconsistent reporting: While platforms like Facebook and YouTube offer relatively comprehensive reports, others such as Koo and LinkedIn provide limited data, making it difficult to evaluate their adherence to content moderation guidelines.

    . Lack of clarity on automated monitoring: Platforms like Snap and ShareChat offer minimal disclosure on content proactively removed using automated tools, raising questions about the effectiveness of their systems in addressing harmful content such as hate speech and child exploitation.

    . Complex grievance redressal mechanisms: Platforms such as Instagram, Facebook, and Twitter/X maintain both global and India-specific grievance systems, leading to confusion for users and inconsistencies in data reporting.

    . Need for more granular data: The report emphasizes the importance of providing more detailed disclosures, particularly on content moderation in regional Indian languages, law enforcement requests, and actions against repeat offenders.

    Recommendations: IGAP’s report outlines several key reforms to improve transparency and ensure better accountability:

    . More granular disclosures: Social media platforms should provide detailed data on user complaints, content removals, and the diversity of Indian languages to ensure fair and equitable moderation practices.

    . Standardized reporting formats: Platforms should adopt consistent and uniform reporting formats to improve accessibility and comparison of data across different platforms.

    .  Improved oversight of automated tools: The report calls for clearer reporting on the types of content flagged and removed by automated systems, with a focus on emerging concerns such as misinformation, deepfakes, and synthetic media.

    Lead Author, and former senior director and group coordinator (cyber laws and data governance division), Ministry of Electronics and Information Technology (MeitY), Rakesh Maheswari stated, “Social media platforms have a responsibility to create a transparent and accountable digital environment, especially given their influence on public discourse. This report underscores the need for uniform, more granular reporting in line with the intent of IT Rules, 2021 and aims to help bridge the gaps in content moderation practices across platforms operating in India.”

    The Report is accessible at: https://igap.in/social-media-transparency-reporting-a-performance-review/

  • SEBI cracks down on finfluencers, ensures integrity in financial advice

    SEBI cracks down on finfluencers, ensures integrity in financial advice

    Mumbai:  The Securities and Exchange Board of India (SEBI) has taken a decisive step by banning regulated entities from associating with unregistered influencers. This crackdown targets anyone who provides financial advice or makes claims about securities without Sebi’s registration.

    In today’s accessible digital world, to regulate the affairs in the financial sector finfluencers use platforms such as Instagram, YouTube, Twitter, and several mobile and gaming apps to spread their financial advisers, and investment ideas and even promote specific stocks or shares of certain companies for their (finfluencers’s) marketing and revenue point of view. These affect stock prices and investment choices of people by finfluencers but the problem is that often their data is basically unreliable information and actions are unaccountable because they are not licensed and not qualified.

    Since the finfluencers are not licensed and not qualified, they mislead investors and put their money at risk, and involve themselves in stock manipulation by elevating prices of certain stocks by convincing their followers to buy them which increase the value of those stocks and in a ripple effects decrease the prices of stocks of rival companies thus degrading the integrity the status of the Indian financial markets.

    Previously, The Advertising Standards Council of India (ASCI) has developed criteria for influencers who might affect people’s purchasing and investing decisions. They further said that Influencers must offer clear and visible disclaimers in their text or video material if they accept any kind of remuneration from a business or product they recommend.

    Indiantelevision.com reached out to industry experts for their opinion regarding this massive step.

    Whoppl founder Ramya Ramachandran stated, “For any industry, giving half-baked information or having limited knowledge and claiming expertise is always incorrect because people trust that the information provided is well-researched and accurate. Influencers giving advice on health, finance, or food without the right qualifications is especially problematic. While some influencers take extra steps to thoroughly understand the brands they promote, many do not. This issue extends beyond influencers to celebrities who often endorse products they do not use. Media outlets also sometimes fail to perform proper due diligence.

    It is particularly risky when influencers give advice without due diligence, as their followers might make significant financial or health decisions based on this advice. This is why there’s a call for better monitoring and perhaps certification to ensure influencers are qualified to give such advice. Product reviews and testimonials should be clearly marked as personal opinions of the individual influencer.

    To ensure transparency and quality, there should be protocols requiring only qualified individuals to discuss certain topics. This should apply across industries, including media houses, celebrity endorsements, and influencers. The entire ecosystem needs to be revised to maintain a high level of transparency and clarity.”

    According to Media Care Brand Solutions director Yasin Hamidani, “The SEBI crackdown on finfluencers, prohibiting SEBI-registered entities from associating with unregistered financial influencers, is a necessary and timely measure aimed at safeguarding market integrity and protecting retail investors.

    The rise of social media has given birth to a new breed of influencers who provide financial advice and investment recommendations. While many finfluencers are knowledgeable and ethical, the industry is also rife with misinformation and unqualified advice, leading to potential financial losses for uninformed investors. SEBI’s stringent regulations are designed to curb these risks by ensuring that only qualified and registered individuals provide financial guidance.

    This crackdown will have significant implications for the finfluencer community. Unregistered finfluencers will face challenges in monetizing their content through partnerships with SEBI-registered entities. This move may lead to a decline in the number of finfluencers who lack formal qualifications or registration, thereby raising the overall quality and reliability of financial advice available to the public.”

    He sheds some light for the retail investors, “For retail investors, this regulation brings a layer of protection. They can now be more confident that the advice they receive from SEBI-registered entities is credible and compliant with regulatory standards. This will help in making more informed investment decisions and reducing the risk of financial missteps caused by unverified recommendations.”

    He further continues, “Finfluencers need to adapt to this new regulatory landscape by seeking SEBI registration, if eligible, to continue offering investment advice. Alternatively, they can pivot their content strategy towards financial education, general market analysis, and personal finance tips that do not constitute direct financial advice.

    SEBI’s crackdown is a step in the right direction for ensuring the integrity of financial markets and protecting retail investors. While it imposes new challenges on the finfluencer community, it ultimately promotes a more trustworthy and reliable financial advisory ecosystem. Finfluencers who adapt to these regulations will likely emerge stronger and more credible, benefiting both themselves and their audience.”

    Pulp Strategy founder & MD Ambika Sharma highlighted, “The recent semi-crackdown on finance influencers is a commendable move towards protecting consumer rights and ensuring a responsible digital ecosystem. In an era where digital platforms wield immense influence over financial decisions, it is imperative to address the misinformation that can mislead consumers and cause significant financial harm.

    The finance influencer space has grown exponentially, with many individuals gaining substantial followings by sharing financial advice and investment tips. While some influencers provide valuable insights, there is a growing concern about the accuracy and reliability of the information being disseminated. The allure of quick profits and sensationalist claims often overshadows sound financial advice, leading many unsuspecting consumers astray.”

    From the brands and agencies perspective, she said, “Agencies and brands must exercise due diligence in selecting influencers to partner with, ensuring that these individuals have the requisite expertise and credibility. The onus is on agencies to conduct thorough background checks and verify qualifications before endorsements. Brands must prioritize consumer safety over promotional gains by aligning with influencers who uphold ethical standards and provide truthful information.”

    She continues further, “Social media platforms and digital content platforms must implement stringent policies to monitor and regulate content shared by finance influencers. This includes flagging and removing misleading information, promoting content from verified sources, and providing tools for consumers to report suspicious or false information. Platforms can play a crucial role in protecting consumers from financial misinformation.

    Government intervention is crucial. Regulatory bodies must establish clear guidelines and regulations governing the dissemination of financial information by influencers, including defining qualifications, setting standards for disclosure of affiliations and sponsorships, and enforcing penalties for non-compliance.

    Education also plays a vital role in empowering consumers to navigate the digital landscape safely. Financial literacy programs should be promoted to enhance the public’s understanding of basic financial principles and the potential risks associated with following unverified financial advice.

    In conclusion, the semi-crackdown on finance influencers is a positive step towards protecting consumer rights and ensuring a safe digital ecosystem. By working together to uphold ethical standards, promote accurate information, and educate consumers, we can create a digital environment that fosters trust, transparency, and financial well-being.”

     

  • IAS expands brand safety and suitability measurement to include reporting on misinformation

    IAS expands brand safety and suitability measurement to include reporting on misinformation

    Mumbai: Integral Ad Science (Nasdaq: IAS), a leading global media measurement and optimization platform, has announced the expansion of its brand safety and suitability measurement product to now include the global alliance for responsible media (GARM) category of misinformation across Facebook and Instagram feed and reels.

    Facebook and Instagram already prohibit ads from running alongside content that’s been labelled as misinformation by its third-party fact-checkers or that violates its policies. However, advertisers often want more control over the topics of posts and content that their ads run alongside. IAS’s tools already allow advertisers to assess if their ads are running alongside potentially unsuitable content as defined by the global alliance for responsible media (GARM) framework. Now, advertisers will be able to review when their ads run alongside content on the subject of misinformation.

    IAS’s AI-driven total media quality (TMQ) product includes brand safety and suitability measurement technology that combines image, audio, and text signals with comprehensive frame-by-frame video analysis to classify content accurately in the feed, at scale. TMQ provides further reassurance that advertisers’ campaigns are running adjacent to brand-suitable content.

    “We’re excited to evolve our TMQ solution to include the GARM category of misinformation which gives marketers more control over their brands’ reputations, especially ahead of this year’s U.S. elections,” said IAS CEO Lisa Utzschneider. “We are constantly innovating and building on our partnerships with the world’s largest platforms like Meta, providing added confidence for our customers while ensuring they are driving superior results through IAS’s data and technology.”

    Meta has a comprehensive policy and approach to misinformation — removing misinformation where it is likely to directly contribute to the risk of imminent physical harm and partnering with the world’s largest network of third-party fact-checkers to label and reduce the distribution of other forms of misinformation. Ads won’t appear next to content that’s been identified as misinformation, or any content that violates Meta’s policies. Instead, IAS measures if ads have appeared next to content that discusses or has to do with the GARM-aligned category of misinformation.

    IAS classifies content according to the GARM Brand Safety and Suitability Framework and provides reporting to advertisers for them to tailor suitability settings on Meta. Content-level reporting provided by IAS allows advertisers to get a full, accurate picture of the subject matter and content their ads are running adjacent to, and adjust their campaigns based on their own desired risk profiles.

    IAS is also launching new features and functionality for advertisers across Facebook and Instagram feed and reels:

       Expanded content-level transparency: IAS Signal, the company’s unified reporting platform delivering data and insights advertisers need to easily manage their digital campaigns, now provides enhanced content-level reporting, aligned to the GARM framework, for all eligible content running adjacent to an advertisers’ ad on Facebook and Instagram Feed and Reels.

       Simplified user experience: Advertisers can now access easy-to-use visuals to understand how campaigns are performing across the GARM framework, allowing advertisers to validate or adjust their suitability controls as needed.

       Enhanced reporting features: IAS Signal now allows advertisers to visually track brand safety and suitability performance over time, providing a clear view of the effectiveness of strategy adjustments. This capability ensures advertisers can pinpoint the impact of their changes, optimizing brand alignment and campaign results with precision.

    In February, IAS announced the availability of its AI-driven total media quality (TMQ) brand safety and suitability measurement across Facebook and Instagram feeds and reels in partnership with Meta to offer advertisers coverage for advanced, industry-leading measurement.

  • Instagram’s creator marketplace expands, Tests smarter recommendations

    Instagram’s creator marketplace expands, Tests smarter recommendations

    Mumbai: From branded content to partnership ads, Instagram is one of the best places for brands and creators to collaborate — and today, we’re excited to announce how we’re making it easier to work together. In 2022, we began testing the creator marketplace in the US, a new destination where brands and creators can more easily connect and collaborate around partnership opportunities. Since then, we’ve introduced new features and onboarded thousands of creators and brands in the US to the creator marketplace.

    Today, we’re excited to take another step forward and announce the planned expansion of Instagram’s creator marketplace to eight new markets. Over the next few weeks, we plan to invite creators and brands based in Canada, Australia, New Zealand, the UK, Japan, India and Brazil to join Instagram’s creator marketplace. Chinese export brands will also be invited to connect with onboarded creators in countries outside of China.

    Brands have told us it can be challenging to source creators for partnership ads. That’s why we’re excited to begin testing in the US our brand new, machine learning-based recommendations that use Instagram data to help brands more easily discover creators who are the best fit for their campaigns. Eligible brands can access these recommendations over the coming months on Instagram’s creator marketplace in Meta Business Suite.

    Instagram’s creator marketplace can help brands easily find relevant creators for any kind of collaboration, but one of the most powerful is partnership ads. Partnership ads (formerly known as branded content ads) allow advertisers to amplify content with a creator or other partner’s handle to scale their collaborations. Partnership ads are the most performant and transparent way for advertisers and creators to run ads together and Instagram’s creator marketplace helps brands discover creators to partner with.

    Here’s how it works.

    Join Instagram’s Creator Marketplace

    Brands join Instagram’s creator marketplace in Meta Business Suite. Creators join from their professional dashboards in the Instagram app. Creators can indicate brands and interests relevant to them. Creators can also create a portfolio to highlight what makes them unique.

    Find the Right Match

    To help match the right creators and brands for campaigns, we’re testing new custom, machine learning-powered creator recommendations for each brand. Brands can also search for creators, filtering for creator and audience attributes. They can also see a list of creators who have expressed interest and check out creator portfolios.

    Connect & Collaborate

    Creators receive brand messages in a dedicated Partnership Messages folder at the top of the Primary tab. Brands can reach out to creators directly or create and send a project to multiple creators outlining the branded content or partnership ad opportunity. Creators can review the details and requirements of the opportunity, as well as the rate, all within the Instagram app.

    Create & Launch

    Once brands and creators agree, they are ready to create. Advertisers can boost organic Instagram content as partnership ads, including branded content with the paid partnership label, or they can create new partnership ads in Ads Manager. Please visit the Help Center for instructions on how to use the creator marketplace or set up partnership ads.

    Instagram’s creator marketplace helps brands find the right creators and helps creators get discovered by brands. We’re excited to continue evolving the creator marketplace and partnership ads to offer even more ways for brands and creators to connect, partner, and grow.
     

  • IAS expands AI-driven brand safety and suitability measurement to Meta

    IAS expands AI-driven brand safety and suitability measurement to Meta

    Mumbai: Integral Ad Science (Nasdaq: IAS), a leading global media measurement and optimisation platform, today announced that its AI-driven total media quality (TMQ) brand safety and suitability measurement product is now generally available across Facebook and Instagram feed and reels.

    IAS’s new post-bid brand safety and suitability measurement expansion with Meta gives advertisers increased transparency into whether their campaigns are appearing next to safe and suitable content.

    “IAS is steadfast in delivering solutions to help marketers measure and optimise performance in dynamic, user-generated social environments like Facebook and Instagram,” said IAS CEO Lisa Utzschneider. “This expansion allows brands to identify higher-quality media and scale across these platforms, signifying another important milestone in helping brands enhance brand equity across the entire digital ecosystem.”

    Advertisers can now gain access to:

    1.    AI-driven classification: IAS measures adjacent posts to an advertiser’s campaign using its Multimedia Technology to provide unique insight into video content through frame-by-frame analysis of images, audio, and text to provide the most accurate measurement at scale.

    2.    Trust and transparency: The measurement framework is aligned to the Global Alliance for Responsible Media (GARM), providing advertisers with third-party validation with trusted and transparent industry metrics.

    3.    Third-party validation: Advertisers can understand how their Meta inventory filters are performing for their campaign goals and optimise as needed.

    “IAS’s release of Brand Safety and Suitability Measurement across Facebook and Instagram is a meaningful step forward in our continued work to provide transparency and trust across our advertising ecosystem,” said Meta VP client council and industry trades Samantha Stetson. “Responsible marketing is a top priority at Meta – and we are pleased with our continued partnership to bring this important solution to our advertisers.”

    Advertisers can leverage IAS Signal, its unified reporting platform that delivers the data and insights advertisers need to easily manage their digital campaigns.

    “One of the most important things for us as an advertiser is maintaining the gold standard of brand suitability, and IAS plays a key role in protecting our advertisements from being placed in environments where it’s not safe or doesn’t align to our company values,” said Verizon VP of digital marketing Karyn Johnson. “It’s great to see IAS implementing this additional third-party measurement so we can use their tools to ensure we can reach those objectives across all platforms.”

    IAS and Meta’s partnership began in 2016 when IAS launched viewability verification on Facebook. In 2017, IAS expanded its viewability measurement and reporting across Facebook, Instagram, and Facebook’s Audience Network. From 2019, IAS brought its brand suitability offering to Facebook. In 2023, it expanded its measurement capabilities with Meta including Viewability and invalid traffic (IVT) measurement across Facebook and Instagram Reels.

  • Delhi to sizzle with performances by Adnan Sami and Akhil Sachdeva at Moonrise Festival

    Delhi to sizzle with performances by Adnan Sami and Akhil Sachdeva at Moonrise Festival

    Mumbai: With Valentine’s Day round the corner, the national capital is buzzing with excitement for a spectacular musical extravaganza. The Moonrise Festival, managed by Icebolt Marketing Solutions, set to unfold on 10 and 11 February at the JLN Stadium in New Delhi, promises to be a highlight of the year’s cultural calendar. This event is not just a music concert, it’s a jubilant celebration of emotions, set to captivate the city with its vibrant spirit.

    Featuring internationally acclaimed artists like Adnan Sami, the festival offers a good experience. Adnan Sami, a renowned music composer and singer, along with Akhil Sachdeva, a Bollywood vocalist, are set to headline this two-day event. They will bring their unique styles and fan-favourites to an eager audience, setting the stage for musical experience.

    The two-day-long musical festival will offer a captivating experience to the visitors, with its distinct themes, handpicked artists, multi-cultural culinary delights, and artistic experiences. The tickets and passes for the event are available on Paytm Insider and more details are available on Instagram @moonrisefestivalind.

    On both days, the festival will commence at noon, resonating its magic until 10 PM, ensuring two days of unparalleled revelry for the audience. A stellar lineup of renowned artists and internationally acclaimed talent is going to make the valentines evenings more special for the attendees. Adnan Sami, the legend, is anticipated to sing some of his most popular Bollywood romantic numbers like Tera Chehra, Bheegi Bheegi Raaton Mein, and Sun Zara. Akhil Sachdeva, who became a heartthrob overnight with national Love Anthem Tera Ban Jaunga from the movie Kabir Singh, will make you fall in love, all over again. Other popular artists performing in the concert include Sid-K, Twin Strings, DG Immortals, Krsna, Seedhe Maut, and DJ Cheshta, promising a spellbinding musical odyssey.

    Both days of the event would have distinct themes to ensure the visitors have a different and unique experience. The inaugural day would be themed around Bollywood’s Romantic and the next day vibes to the compelling rhythms of Cult Hip Hop.

    Foodies can expect a blend of local delicacies and international cuisines and the fun seekers will be spoilt for choices. Tattoo making, hair braiding, tarot card reading, and face painting, are some of the activities planned at the festival.

    The festival celebrates love and its conflicting emotions. It will be full of surprises for the visitors, including fun activities, token rewards, artist meet-and-greets, and dedicated special guest zones ensuring an unforgettable experience for all. The tickets and passes for the event are available on Paytm Insider and more details are available on Instagram@moonrisefestivalind. 

  • TheSmallBigIdea hijacks Christmas celebrations with #MerryChristmasTakeover

    TheSmallBigIdea hijacks Christmas celebrations with #MerryChristmasTakeover

    Mumbai: In a groundbreaking marketing move, TheSmallBigIdea’s film marketing division took Christmas branding in cities nationwide by storm to promote the anticipated film starring Katrina Kaif and Vijay Sethupathi, titled ‘Merry Christmas.’ The team employed unconventional guerrilla marketing tactics, with volunteers strategically placing themselves under many ‘Merry Christmas’ branding in the city. Armed with placards displaying the movie’s release date, the #MerryChristmasTakeover, on the ground campaign caught the attention of passersby and created a buzz around the film.

    Taking the promotion to the digital realm, the Instagram handle of Tips Films orchestrated a social media takeover by hijacking posts from other brands. Leveraging the generic holiday wishes of ‘Merry Christmas’, the film seamlessly integrated itself into the festive narrative, creating a unique and engaging promotional strategy. This innovative approach not only utilized physical media assets around the city but also extended its reach to the digital medium, ensuring maximum visibility for the film.

    Moreover, as the world shared their Christmas party moments on social media, Team Merry Christmas joined in the fun. Leveraging the power of AI, TheSmallBigIdea infused playful elements from the movie, such as teddy bears and origami, into twisted party pictures featuring the movie’s cast, resulting in a celebration that seamlessly blended the joy of Christmas with the excitement of the upcoming thriller.

    Commenting on the campaign, TheSmallBigIdea director – key accounts Sanmesh Sapkal said, “Our goal was to turn the unconventional release timing of Merry Christmas into a marketing advantage. By hijacking the festive season, we not only created buzz but also made the film an integral part of the Christmas celebration. It’s about thinking outside the box and creating memorable experiences for our audiences.”        

    TheSmallBigIdea’s film marketing division has been the digital marketing partner for most films in the Hindi film industry. In 2023, the digital marketing agency executed innovative campaigns for films like Rocky Aur Rani Kii Prem Kahani, Tu Jhoothi Main Makkaar, and Bholaa among others. With a diverse client mix, they seamlessly balance work for traditional, technology, and entertainment sectors, creating synergies that enhance their overall impact.

    On-ground Takeover 

    Mumbai

     Bengaluru   
     

     Kolkata   
     

     Ahmedabad   
     

     Chennai  
     

    Delhi   
     

    Social Takeover   
    https://www.instagram.com/s/aGlnaGxpZ2h0OjE3OTQ0OTYyODIxNzU0NjYy?igsh=d2FuOHE3MHFpc2hr

    AI Assets   
     

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Katrina Kaif (@katrinakaif)

     

  • Entrepreneur Nikhil Kamath launches WTF fund to empower India’s emerging content creators

    Entrepreneur Nikhil Kamath launches WTF fund to empower India’s emerging content creators

    Mumbai: Entrepreneur Nikhil Kamath, in collaboration with leading creators like Tanmay Bhat, Ranveer Allahbadia, Prajakta Kohli, and Nuseir Yassin has launched the ground breaking WTF fund for creators. This first-of-its-kind initiative aims to transform the landscape for burgeoning talent, empowering the next generation of influencers.

    Reflecting on the fund’s purpose, entrepreneur Nikhil Kamath emphasised, ‘The creator economy has experienced remarkable growth and the industry is only expected to grow further in the coming decades. The WTF Fund aims to bridge this divide by providing a platform, tools, and mentorship to enable creators to craft narratives that deeply resonate with audiences’.

    The WTF Fund heralds a new chapter in the Indian creator scene, dedicated to discovering and nurturing promising talent. Entrants are invited to showcase their vision within a minute-long video, celebrating any facet of India they love, using their unique storytelling abilities. Participants are encouraged to bring forth stories about their city, culture, food, and any aspect they feel is worth showcasing. To participate, creators are encouraged to tag @nikhilkamathcio and @wtf_is_podcastwhile utilising the hashtag #WTFforCreators for a chance to win the ultimate creator kit. This comprehensive kit includes a mobile phone, tripod, lighting equipment, and essential tools necessary for a head start in the creator space. 50 people stand a chance to win the same.

    For individuals seeking entry into the world of content creation without the means to produce a video from scratch, an alternative pathway is available. They can submit a compelling 300-word email to wtfis@nksqr.com, detailing their aspirations to step into the creator world. The top 25 entries will gain access to exclusive @nasdaily classes, offering invaluable learning opportunities. Participants are encouraged to tag the panellists from Episode #13 on Instagram for enhanced engagement.

    Deadline for submissions: 15 January 2024 | 8 PM

  • Threads available via web: Connect anywhere, anytime!

    Threads available via web: Connect anywhere, anytime!

    Mumbai: Threads is a new social media platform and mobile app from Instagram and its parent company Meta. It’s a microblogging platform, which means you can publish bite-sized posts called “threads” that can feature things like photos, text, or links. The platform also lets you comment on and like others’ threads.

    Threads is now available via the web, enabling users to connect anywhere, anytime. This platform was previously available exclusively through mobile applications, and has taken a significant leap forward by extending its reach to web browsers. This expansion empowers users with the flexibility to access and engage with Threads’ features seamlessly from any internet-enabled device, further enhancing the user experience and breaking barriers related to device compatibility.

    One can access Threads on the web by opening up a web browser on their PC and going to the Threads’ website.

    If one has a Threads account set up already, then all they have to do is log in with the username and password of the Instagram account that is linked to the Threads account. Threads accounts can only be made from an existing Instagram account, hence the need for an IG username and password to log in is a must.

    With Threads now accessible via the web, users no longer face constraints linked to specific operating systems or device types. Whether on a laptop, desktop, or tablet, this web-based version ensures a uniform and feature-rich experience, allowing users to stay connected with their social circles regardless of the device they are using. The shift to a web-based interface also means users can seamlessly transition from mobile to desktop environments without compromising functionality or ease of use.

    Some experts have given their opinion on how it can be beneficial to the users!  

    Edited excerpts

    Tech content creator Dhananjay Bhosale

    Having access to a web platform is always a plus point. I work on my laptop throughout the day so being able to access the website on my laptop is always welcome! Plus Meta recently introduced audio features and now even edits are also possible so this is very beneficial as we can not only correct our typos quickly but also type long posts easily with the voice feature. Meta should have launched threads with these features, but it’s better late than never. These features are free for all users so that every user can avail of them, whereas other platforms charge for the same set of features.

    Storyteller and content creator Ruchika Lohiya

    Threads is constantly evolving to enhance user experience and provide valuable tools for its users and creators. The web feature has made it easier to communicate in a fast way, as it is accessible via app and website. It is an impactful way to communicate with people with less content but big words! Connecting with one’s circle has become much easier. The user experience will be seamless not only for creators but for everyone. As a user, I am enjoying the web experience and at the same time exploring the web interface to use it at its best.

    As the digital realm continues to expand, innovations like Threads pave the way for a more interconnected and accessible future.