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  • Meta onboards Dilpreeta Vasudeva as head of marketing – business messaging

    Meta onboards Dilpreeta Vasudeva as head of marketing – business messaging

    Mumbai: Facebook, Instagram, and WhatsApp parent-company Meta has appointed Dilpreeta Vasudeva as the marketing lead for business messaging (WhatsApp, Instagram & Messenger).

    Prior to joining Meta, she worked as the founder of CMO Access. Previously, Vasudeva headed marketing at Jio Studios, before helming marketing transformation and financial services at Bharti Enterprises.

    An ISB Alumna, Vasudeva has worked alongside senior leadership teams of MNCs & Indian conglomerates garnering experience across more than seven categories & functional disciplines of marketing. She held a stint as head of digital marketing at Tata Play previously. Vasudeva has also worked with conglomerates Microsoft, Times Internet, Tech Mahindra and Radisson.

    Vasudeva took to LinkedIn to make the announcement, with the caption, “Meta Metamates Me.” She wrote: Stoked to join as the Marketing Lead for Business Messaging at Meta – WhatsApp, Instagram & Messenger.

     

     

     

  • Bajaj announces the launch of new Brooklyn Black range via Instagram, YouTube

    Bajaj announces the launch of new Brooklyn Black range via Instagram, YouTube

    Mumbai: Bajaj Pulsar prepared to add two new bikes to their roster – the P250 Brooklyn Black and N160 Brooklyn Black. The challenge – to create enough anticipation around the launch of the all-black range of bikes. 

    To captivate bike enthusiasts for the upcoming launch, the Ogilvy Content Force & Bajaj Pulsar emulated an eclipse across their Instagram page. For an entire week, Pulsar’s Instagram feed showcased a moon with phases of an actual eclipse. Amidst the shadow, a silhouette of a bike emerged, enticing viewers about a likely launch, soon to be revealed.  

    With each passing day the eclipse phased closer to completion, unveiling a clearer glimpse of the upcoming mystery bike. For the next two days, the audiences were kept eagerly waiting for the moon to be entirely eclipsed. Finally, after a week-long wait, the viewers were treated to the all-new N160  Brooklyn Black on 22 June and then the P250  Brooklyn Black on 24 June.  

    Continuing with the eclipse theme on YouTube, the brand also overshadowed other biking videos on the platform. On the launch day, YouTube mid-roll ads were placed to create an eclipse effect over the reviews and videos of other competitor bikes, with a provocation that an Eclipse has taken over the streets and their video. The CTA button would lead them onto the website that revealed the bike details and invited inquiries. 

    This activity spiked the engagement amongst the pulsarmaniacs – a fitting welcome for the Bajaj Pulsar P250 and N160 Eclipse. 

  • GUEST COLUMN: OTT platforms are revamping the art of storytelling

    GUEST COLUMN: OTT platforms are revamping the art of storytelling

    Mumbai: The OTT space in India is exploding. There are a plethora of options available for people to watch online. Be it any genre, one will find something interesting to watch and enjoy. There are new titles dropping every week, all trying to catch the eye of viewers. The number of users that are warming up to the OTT bandwagon too is increasing. With the internet penetration getting better and smartphone adoption improving, more people now have access to OTT services.

    OTT players are also looking to expand their market share and vying to get the maximum time spent and visibility. All this is ensuring that viewers have a lot of options to binge. While that might be the case, the space is still getting warmed up to the idea of storytelling.

    OTT and the art of storytelling

    Storytelling is akin to painting a picture albeit with videos. It is an art that requires a lot of extensive observation and weaving into an etched story that viewers can connect and resonate with. The current explosion in the OTT space has enabled many to tap into this world and create beautiful, well-thought stories that are entertaining, educating and enlightening the audiences. However, the process is still at a very nascent stage. A very few OTT players have been able to crack this space and use storytelling to its full potential.

    As the competition in the space continues to heat up, storytelling will become even more important. Platforms that are able to master this art will be the ones that will be able to leave a lasting impression on the minds of the viewers.

    Growing popularity of regional content

    In the last couple of years, regional content has started gaining popularity amongst the masses. Earlier the regional content was only limited to the audience of that geographic area. However, with the advent of OTT platforms, this content is now widely available. Moreover, most OTT platforms are offering dubbed versions of the content that is enabling users to enjoy the same in the language of their preference. The recent success of titles such as Dark, Money Heist, Lupin, Squid Games, Crash Landing on You, “Pushpa”, “Beast”, and “KGF” are glowing examples of how content from any language and geography is able to connect with the audience.

    The content viewing behaviour has become more personalised and everyone wants to watch what they like best. Television was more about watching it with family and OTT has changed that drastically.  To cater to the evolving tastes and preferences, OTT players are revamping their strategy and getting regional and local flavours to reach out to a wider audience base. Content is truly the king and if they can come up with an interesting story then they will find suitable takers for the same.

    Data-backed decisions

    OTT platforms heavily rely on the data of consumers. There are two sides to data, the good and bad. On a positive note, the platforms have a complete picture of what content is getting consumed and the demographics of their users. They even get to know details such as which device the content is being consumed, how much time the viewers are spending on their app, at what hour of the day they are getting maximum traffic, and the drop-out point. It also provides information on what type of content keeps the users engrossed and what they are searching for. This is the bad side of the data as it impacts their social behaviour and how their personality is getting moulded. A lot of companies use this data to push their products and services.

    While data is helping OTT players in finding the most engaging content but it is also typecasting them into making the same things. Serving similar content over time may result in fatigue and viewers switching over to other platforms. Therefore, one needs to be mindful of how they are using the data and make intelligent decisions.

    Emergence of short video app

    The attention span of people is reducing. OTT players now have a very short time to hook the audience to the content. There is also increased competition that OTT content is facing from the new age short video format apps. Tik-Tok, Instagram Reels, Moj and Chingari have managed to create a space for themselves. These short video apps deliver a variety of content and have become immensely popular. These apps are now forcing the OTT players to rethink and rejig their strategy. Some OTT players are now thinking of reducing the time per episode to 25 mins from 45 minutes. Netflix is also planning to come out with a short video format to take on these apps head-on.

    In nutshell, there is no dearth of content available online. From different genres to platforms to video lengths, there is space for everyone. Viewers are also exposed to quality content from across the globe. While there are global titles and K-Dramas that are ruling the roost, even the regional content is making a big impact. In the end, it is powerful stories and engaging content that is gaining the maximum attention. There is also a wider segmentation. Not everyone will be open to consuming content about spirituality and religion. The older audiences are more likely to connect with bhakti and pravanchans but to connect with the younger lot, the platforms will need to have a fresh approach. In the past, mythology shows that are well presented and made keeping in mind the sensibilities of today’s audience have worked wonders for the OTT platform. Legend of Hanuman on Hotstar was one such show.

    Presentation is an important aspect in today’s time. Great presentation and storytelling can go a long way in winning over the audiences and garnering viewership from across age groups.

    The author is OMTV (India’s first sanatan storytelling platform) founder and MD Nitin Jai Shukla.

  • Minimum followers on Instagram to get paid in India

    Minimum followers on Instagram to get paid in India

    Mumbai : Instagram has emerged as a platform where many people spend hours and hours scrolling down. It has over a billion monthly active users (MAU). Instagram is also a platform of opportunity for many, who earn millions just by sharing their part of life with the audience. Instagram has metamorphosed the career of social media influencers.

    Instagram is now part of the meta companies, except for the name, there is no change in its data policy and terms of use. Earning procedures are thus also same.

    There is no particular criteria of minimum followers given by Instagram. The rule that is generally observed is that the more engaged your followers are, the lesser followers you’ll need to start earning. However, with minimum of thousand followers, you can start earning with your Instagram account along with the several other factors which must be in your favour. If you can have followers and build trust, there are lots of potential business opportunities to make money on Instagram.

    Here are the other factors that you should know:-

    On Instagram, you can promote your business with sponsored Instagram post to reach to wider audience, where you use organic post of your page and pay to promote them to target audience. It increases your reach and helps your business grow.

    Using relevant hashtags are a great way to connect to audience who is looking for your type content. Hus your reach will increase and thus your business/ content will be benefitted. You can also use smm panel india for the increasing your reach.

    Go live and earn extra income with Instagram badges. When you go live with badges, your audience can buy badges to support you and to get you extra recognition, while you earn from the content that you create.

    Partner with brands. Your followers look up to you to know what brands and products you like. As you grow, brands pay you to share their intel.

    Open your shop on Instagram. TO open your shop, follow the following steps.
    1.Convert to a business account.
    2.Connect your Facebook page.
    3.Upload your products.
    4.Complete account review.
    5.Turn on shopping.

    On Instagram, you can reach to wider audience by tagging, and get to know how your product is performing by going to Insights.

    Make reels and earn with Bonuses. Bonuses are opportunities for you to earn money according to your reels. But you get bonuses on the invite by Instagram and influencers having less than one million followers may get selected for the invite. You can monitor bonuses on your professional dashboard.

    Earn with affiliate. Promote brand’s product and drive sale for a brand and get commission payments on each sale you generate. Find the best smm panel and start growing your social media.

    Earn recurring money with subscriptions. With Instagram subscriptions, your followers can subscribe you to see exclusive content with purple ring, to stand out with having subscriber batch next to their name which makes them stand out in the comment section and DMs. They pay monthly fee to subscribe and you get recurring income.

  • Meta launches 3D avatars for facebook, instagram & messenger users

    Meta launches 3D avatars for facebook, instagram & messenger users

    Mumbai: Meta has launched on Tuesday updated 3D Avatars in India for Facebook and Messenger. The new avatars will also be available on Instagram. The new avatars are expressive, customizable and diverse.  

    The new update adds Cochlear implants and over-the-ear hearing aids (for one or both ears) in a variety of colors, and on all platforms including VR. It also includes wheelchairs, which will appear in stickers on Facebook, in Messenger chats and in DMs on Instagram. Meta will continue to add more options over time based on feedback from the community.

    With this development, people in India can show up as their virtual self across apps via stickers, feed posts, facebook profile pictures, and more.

    To better reflect the billions of unique people on this planet, Meta is adding new facial shapes and assistive devices for people with disabilities. Meta is also improving the look of Avatars. Subtle adjustments have been made to certain facial shapes and skin shaders to make avatars more authentic.

    While speaking on the launch of new avatars, Meta India director and head partnerships Manish Chopra said, “Representations in the metaverse should reflect the diversity of the real world. Avatars are just the first step toward enabling everyone to express themselves in their unique ways. When you create your avatar you can choose the right facial features, body types, clothing styles, and more to create your virtual self. We offered more than one quintillion different combinations when we launched our updated avatars last year, and we’re continuing to add more options to give people even more ways to express themselves.”

  • Instagram shares top trends and themes from Indian Memeaverse

    Instagram shares top trends and themes from Indian Memeaverse

    Mumbai: Photo sharing site Instagram has revealed that memes have become a pivotal part of pop culture on the platform and it shared the top trends and themes from the memeaverse in India. Comedy, crypto, gaming and astrology memes are the most popular memes on Instagram. Comedy memes are well liked with the prominence of topical memes like #sharktankmemes and rise of regional memes like #gujjumemes and #tamilmemes.

    Globally, with over three million people following #meme, memes are the way people express themselves, to communicate who they are and how they feel at a certain moment. To discuss trends in memes, share best practices and celebrate meme culture, memers and creators from around the world came together virtually for the second annual Global MemeCon (formerly known as Global Meme Summit), organised by Instagram. An exclusive viewing party was also held in Mumbai with top memers and creators from India in attendance, where trends pertaining to the Indian memeaverse were shared. 

    Facebook India (Meta) director media partnerships Paras Sharma said, “Trends from the Indian memeaverse highlight how memes fuel culture and we’re glad to share them, so more people in the ecosystem understand the meme space even further. Now with Reels, memes have evolved from photos, GIFs, to short videos, and creative tools like remix, collab and original audio, are helping accelerate creativity in memes all across India.”

    Ankit Chauhan aka @oyeankit, a meme creator from Surat, who’s rib tickling memes have traversed the internet and travelled internationally too, was one of the speakers at the global MemeCon. He said, “It’s great to see the meme community come together and chart the ways and means by which memes can be intertwined with culture even further. I was glad to be representing India at the Summit and highlight some of my memes that have travelled from Surat to San Francisco and beyond, on Instagram!”

    BoAt co-founder, CMO Aman Gupta said, “Memes are an extremely interesting content format and are most representative of youth lingo and appeal. #SharkTankMemes is the perfect example, as people meme-d moments and dialogues from the show on Instagram, and pushed it to pop culture status. Creators are certainly flag bearers of this meme-language and I hope the trends from Instagram provide the structure for people, communities and brands to think about memes more intentionally.”

    Top trends from the Indian memeaverse:

    Top followed meme hashtags in India

    #funnymemes
    #gujjumemes
    #tamilmemes
    #memesdaily
    #marathimeme

    Trending hashtags

    #iplmemes
    #telugumemes
    #kgf2 
    #gujjumemes
    #willsmith

    Topical and cultural moments that created meme-storms:

    Choti Bachi Ho Kya?
    Shark Tank India memes
    Your accent is so sexy
    Hera Pheri Memes
    Mr McAdams

  • Only 26% of global marketers are confident in their audience data: Nielsen study

    Only 26% of global marketers are confident in their audience data: Nielsen study

    Mumbai: The digital dominance in marketing dollars notwithstanding, with continued digital fragmentation, marketers report data accuracy, measurement, and ROI as paramount concerns. While 69 per cent of marketers believe first-party data is essential for their strategies and campaigns, 72 per cent of marketers believe they have access to quality data, and only 26 per cent of global marketers are fully confident in their audience data, according to the global survey conducted by Nielsen.

    Nielsen’s 2022 annual marketing report titled ‘Era of Alignment’ surveyed nearly 2,000 global marketers between December 2021 and January 2022 to reveal a digital dominance in how dollars are being spent and exposed marketers’ lack of confidence in the data behind those decisions. As per the report, brands’ top priorities for 2022 are increasing brand awareness, breaking down measurement siloes, developing personalised strategies, and becoming more purpose-driven.

    As marketers are prioritising a digital-first approach, the social media spend increased by 53 per cent across global marketers, significantly more than the aggregate increase of TV and radio spend. However, they have struggled over the past two years to keep up with consumers’ changing media habits. The report illustrates how marketers need confidence in their data to focus equally on brand building and customer acquisition, doing so through both upper-funnel and lower-funnel planning and execution.

    The ‘Era of Alignment’ report found marketers around the world are experiencing similar areas of success and challenges, as shown by:

    Brand awareness is marketers’ top objective: To reach this goal, brands need to leverage an array of channels to reach the widest audience. Nearly two-thirds (64 per cent) of respondents stated that social media is the most effective paid channel with TikTok and Instagram dominating spend. Customer acquisition is their second objective, showing that marketers must focus efforts on the entire customer journey.

    Increased media fragmentation amplifies the need for holistic measurement: Marketers’ confidence in measuring the ROI of the full-funnel is only 54 per cent. Remove online and mobile video and confidence in measuring ROI across all other channels are under 50 per cent globally, and while nearly half of marketers plan to increase their spending on podcasts, their confidence in measuring the ROI of that investment is 44 per cent.

    It’s vital for marketers to use data to champion personalised marketing strategies: The increasing proliferation of channels produces an abundance of unique data sets. However, 36 per cent of marketers still claim that data access, identity resolution, and deriving actionable insights from data is either extremely or very difficult. The rise of connected TV (CTV) presents new challenges to traditional targeting solutions. CTV is a growing focus for global marketers, with 51 per cent planning to increase their over-the-top/CTV spending in the coming year. In 2021, Americans streamed almost 15 million years’ worth of content across subscription- and ad-supported platforms.

    Also Read: Connected TV: A growing market in India   

    By placing a greater emphasis on purpose-driven initiatives, marketers can better connect with consumers: Nielsen research shows over half of US consumers (52 per cent) purchase from brands that support causes they care about; similarly, more than 36 per cent expect the brands they buy to support social causes. While global marketers say their brands are emphasising purpose, Nielsen data shows that 55 per cent of consumers aren’t convinced that brands are fostering true progress.

    “The research reaffirms that marketers want to put money into channels to deliver immediate ROI, but this must be balanced with overall brand lift. As media engagement shifts, agility and data are critical to optimise the entire marketing funnel,” said Nielsen chief marketing and communication officer Jamie Moldafsky. “With the upcoming depreciation of third-party cookies, it’s understandable to see marketers prioritising personalisation and aligning their brand with causes their customers care about. Through our solutions – and this report – we’re continuing to help brands and marketers get actionable insights to make more informed, and quicker decisions.”

    This is the fifth annual marketing report produced by Nielsen. “The report is based on survey responses from marketers who manage marketing budgets $ one million or more; who work across a variety of industries (auto, financial services, FMCG, technology, health care, pharmaceuticals, travel, tourism, and retail); and whose focus pertains to media, technology, and measurement strategies,” according to data and market measurement firm.
     

  • Zoomcar shares the success of marketing campaign #BeatPeZoomkar

    Zoomcar shares the success of marketing campaign #BeatPeZoomkar

    MUMBAI: Zoomcar announced the success of its marketing campaign #BeatPeZoomkar with over 50 upcoming rappers in India. Zoomcar revealed that the marketing campaign turned out to be a huge success gathering an account reach of 341k with over 500k views in just 15 days.

    This is not it, Zoomcar witnessed over 50 entries across India in just 48-hours of campaign launch, shared Zoomcar India CEO Nirmal NR.

    Zoomcar is now urging other brands to identify such talent and give them a platform and the right exposure.

    The campaign has been developed on the insight that rapping culture has become mainstream with more and more young talent looking out for a platform.

    As a part of this campaign, Zoomcar Instagram reels initiative discovered rapping talent from all corners of the nation and gave them 5 keywords – ZoomKar, Download, Luxury, Home Delivery and Price. Zoomcar with an Instagram base of 129K wanted young talent to have access to a captive audience and in just 15 days the campaign witnessed accounts reach 341k with over 500k views.

    While sharing the success story of Nirmal, said, “With our #BeatPeZoomkar campaign we wanted to give upcoming rappers in India an opportunity to showcase their skills. We wish to urge other brands to identify such talent and give them the platform and exposure they need.”

    Sharing her experience of being a part of this campaign, one of the rappers Srushti Tawade said, “I’m glad to be a part of Zoomcar’s Instagram reel campaign. The fact that Zoomcar decided to help rap artists shine through this campaign was instantly attractive to me.”

    “I wrote, rapped & edited the reel myself, which was a fun experience. Writing a rap about an app is a first for me. I didn’t know if people would like to watch this attempt of mine. However, I took it as a challenge to make sure this rap was as enjoyable & loved as any other. Moreover, featuring on Zoomcar’s official page was a bonus. Thank you so much for this opportunity,” added Tawade.

  • Viral Fission’s content arm Studio TBH partners with Mumbai Indians

    Viral Fission’s content arm Studio TBH partners with Mumbai Indians

    Mumbai: Viral Fission’s content arm Studio TBH has announced its collaboration with Mumbai Indians. This partnership aims to engage with the gen-z audience through relatable, wholesome, and trendy content on Instagram.

    “Mumbai Indians is already known as the most digitally active IPL franchise. With this move, the team is driving engaging reels all across Instagram. From ‘Dil Chahta Hai’ musical parodies to alternate endings of Bollywood films if IPL was on, the studio has a content lineup to look forward to,” said the statement. 

    Studio TBH creative director Shreya Nair is very excited about the collaboration as she said, “With Mumbai as our home ground, there was an instant connection and fun that became a part of our creation process, paving the way for us to build a content lineup, which we are looking forward to.” 

    The videos are produced, shot, and edited by studio TBH’s crew on a real-time basis during the IPL season, by tracking the ongoing match schedule, according to the statement. 

  • Pamela Anderson to ‘tell the real story’ in new Netflix documentary

    Pamela Anderson to ‘tell the real story’ in new Netflix documentary

    Mumbai:  “Baywatch” star Pamela Anderson is keen to set the record straight with a new documentary on Netflix. 

    The star, whose life story, tumultuous marriage to rocker Tommy Lee, and the controversy surrounding the leak of their sex tape in the 1990s is the subject of the recently released Hulu series “Pam & Tommy,” announced the news about her documentary on social media with a handwritten note.

    “My life/ A thousand imperfections/ A million misperceptions/ Wicked, wild and lost/ Nothing to live up to /I can only surprise you /Not a victim, but a survivor /And alive to tell the real story,” she said in the note.

    Anderson’s son Brandon Thomas Lee, who serves as a producer on the project, reposted the note on his Instagram Story and captioned it: ‘The real story,’ as did her younger son Dylan Jagger Lee.

    Dubbed the definitive documentary about the pop culture icon, the film has been in the making for several years. Directed by Ryan White, the yet-to-be-titled project will feature exclusive access to Anderson, as well as archival footage and her personal journals, reported Variety.

    The documentary has been dubbed as an intimate portrait embedded in the life of Pamela Anderson as she looks back at her professional and personal path and prepares for the next steps on her journey.