ITV

Tag: Kalyan Kumar

  • Flipkart’s influencer army hits it out of the e-park in sale season

    Flipkart’s influencer army hits it out of the e-park in sale season

    MUMBAI: This Independence Day, the real fireworks aren’t just in the skies, they’re lighting up Instagram, Youtube, and your Reels tab. In a head-turning report released by influencer marketing SaaS platform Klugklug, Flipkart and Amazon’s contrasting influencer strategies for their big sales reveal two vastly different playbooks and one clear early leader.

    On Day One of the festive e-commerce face-off, Flipkart appears to be “batting bigger”, deploying influencers at three times the scale of Amazon. Flipkart commanded 75.89 per cent of the influencers and 71.01 per cent of total posts, while Amazon trailed with 24.11 per cent of influencers and 28.99 per cent of posts.

    But while Flipkart is flooding the field with content, Amazon is playing the precision game.

    “The Independence Day sales are a battleground for e-commerce and brands,” said Klugklug co-founder & CEO Kalyan Kumar. “Flipkart’s aggressive, high-volume influencer deployment strategy is clearly leading in terms of reach and overall engagement at this stage.”

    Indeed, Flipkart’s influencer army is delivering big on reach and engagement. The platform’s creators garnered a whopping 136.91 million views, 1.56 million likes, 423.19K comments, and 31.4K shares adding up to a massive 2.02 million in total engagement.

    Amazon’s numbers, while more modest, point to a different kind of victory. The platform clocked 11.73 million total views, with 806.07K likes, 226.5K comments, and 16.89K shares, totalling 1.05 million engagements. However, its overall engagement rate was a notable 3.02 per cent, more than double Flipkart’s 1.32 per cent.

    “Amazon is demonstrating a more surgical approach,” explained Klugklug co-founder & CPO Vaibhav Gupta. “While their influencer deployment is smaller, their engagement rates are higher driven by mega-influencers. Flipkart, meanwhile, is casting a wider net, creating a splashy buzz with a mass rollout.”

    Flipkart’s biggest win seems to lie with its nano to macro influencers, who are showing solid engagement. The platform’s nano creators saw an impressive 4.70 per cent engagement rate, while Amazon’s mega influencers delivered a strong 3.50 per cent.

    However, when it comes to mega influencers, Flipkart is steamrolling the competition. These top-tier content creators alone generated 121.64 million views for Flipkart, dwarfing Amazon’s combined 10.77 million views from mega influencers and 11.98 million views from macro influencers.

    The numbers reflect the sheer difference in scale: Flipkart has gone all in, while Amazon is strategically picking its bets.

    “Both strategies have merit,” said Gupta. “It will be fascinating to see which proves more effective as the sale progresses big splash or deep connect?”

    As the sale rolls on, the scoreboard is far from final. But if the first day is anything to go by, Flipkart is swinging for the fences while Amazon is quietly building innings. Either way, the real winner is your feed, which is now a cricket field of commerce.

  • Klugklug expands globally as demand for data-driven influencer marketing rises

    Klugklug expands globally as demand for data-driven influencer marketing rises

    MUMBAI : Influencer marketing is evolving fast, & data-driven strategies are leading the charge. Klugklug, a cutting-edge Saas platform, is scaling new heights globally to meet the surging demand. Now in its third year, it has already made waves across India, southeast Asia, & the middle east, redefining how brands connect with influencers.

    Klugklug’s platform analyses over 300 million influencers across 150+ countries and 160+ languages, covering Instagram, Youtube, Tiktok (outside India), Snapchat, & LinkedIn. The company has helped businesses cut marketing inefficiencies by providing insights into influencer credibility, engagement, & audience demographics.

    “Many brands have relied on superficial metrics for influencer selection, leading to wasted budgets. Our approach brings transparency & validation, enabling brands to make informed decisions,” said Klugklug co-founder & CEO Kalyan Kumar.

    As part of its expansion, Klugklug is focusing on growth in south Asia, southeast Asia, Mena, & Latin America, with key targets including Thailand, Malaysia, the Philippines, Kuwait, and Saudi Arabia.

  • KlugKlug eyes 10x growth by the end of FY 24-25

    KlugKlug eyes 10x growth by the end of FY 24-25

    Mumbai: KlugKlug, a global SaaS platform for influencer marketing, plans to expand across India & South Asia, Southeast Asia, MENA, and Latin America, targeting 10x growth by the end of this financial year. The company has already achieved five times growth in the first two quarters of 2024.

    KlugKlug’s growth is driven by a diverse client base, including electronics, FMCG, B2C companies, and e-commerce platforms. As technology adoption in influencer marketing increases, KlugKlug has become a trusted partner for brands seeking tech-driven solutions.

    With over 200 clients, KlugKlug is expanding its presence in markets like Thailand, Malaysia, Philippines, Kuwait, Saudi Arabia, and other key regions in the next 12 to 18 months.

    “Data has become an integral part of influencer marketing to drive optimisation, transparency, and therefore compliance. Fortunately for us, brands are increasingly seeing its value and even teaming up with us. At KlugKlug, we’ve been working to help them make this transition smoother by helping brands make radically better decisions based on data and insights and see concrete numerical benefits. It has helped to work with clients and industry captains to weigh in with their inputs to build what we have and find validation of our superiority against the best in the world across all geographies, globally. We are blessed and eager to capitalise on this,” said KlugKlug co-founder & CEO Kalyan Kumar.

    KlugKlug co-founder and CPO Vaibhav Gupta added, “Emboldened by our client successes across categories and sizes and geos, KlugKlug is keen to further jumpstart the expansion. We’re witnessing more CMOs and marketing professionals embrace the tech narrative as essential and not feel good in influencer marketing decisions. KlugKlug has earned the role of a trusted resource for companies – we have so many testimonials – looking to refine their strategies and see instant wins from day zero. It’s exciting and humbling to see global and local brands alike leverage KlugKlug’s to make smarter decisions and easily maximize their campaign impact.”

  • KlugKlug expands its global services to include LinkedIn and Snapchat

    KlugKlug expands its global services to include LinkedIn and Snapchat

    Mumbai: KlugKlug, a global SaaS platform for influencer marketing, announces the expansion of its services to include LinkedIn and Snapchat, reinforcing its commitment to providing comprehensive solutions to the evolving needs of brands worldwide. With a focus on enhancing influencer marketing capabilities and facilitating deeper engagement with audiences, KlugKlug’s integration of these platforms marks a significant milestone in their journey.

    In response to market demands and insights gained from scaling operations globally, particularly in regions such as India and the Middle East, KlugKlug recognized the pivotal role of Snapchat in influencer-led social commerce and the growing significance of LinkedIn in B2B-oriented marketing. By incorporating these platforms into its suite of services, KlugKlug aims to empower brands with enhanced discovery and engagement opportunities, particularly in markets where these platforms hold substantial sway.

    “Expanding our services to include LinkedIn and Snapchat underscores KlugKlug’s commitment to innovation and addressing the evolving needs of our clients,” said KlugKlug co-founder and CEO Kalyan Kumar. “We identified a growing demand for influencer marketing on these platforms and are excited to offer brands access to diverse audiences and engagement opportunities.”

    The integration of LinkedIn and Snapchat into KlugKlug’s platform not only broadens the reach and impact of influencer marketing campaigns but also provides brands with unique opportunities for audience engagement and brand advocacy. With a database of influencers spanning multiple regions and demographics, KlugKlug enables brands to identify, engage, and track influencers effectively, driving tangible business outcomes.

    “We are proud to be at the forefront of global influencer marketing solutions, including platforms like LinkedIn and Snapchat,” said KlugKlug co-founder and CPO Vaibhav Gupta. “Our platform’s unique capabilities and comprehensive approach to influencer marketing set us apart in the industry, enabling brands to achieve unparalleled success in their influencer marketing initiatives.”

    KlugKlug’s expansion to include LinkedIn and Snapchat further solidifies its position as a leading innovator in influencer marketing. With a focus on delivering value-driven solutions and fostering enduring relationships with clients, KlugKlug continues to revolutionize influencer marketing, empowering brands to connect with audiences in meaningful and impactful ways.

  • KlugKlug eyes expansion to Southeast Asia and the Middle East

    KlugKlug eyes expansion to Southeast Asia and the Middle East

    Mumbai: KlugKlug, a global SaaS platform for influencer marketing, is pleased to announce its plans to broaden its operational footprint and attain unprecedented growth by the conclusion of 2025. Throughout the preceding year, KlugKlug has achieved notable success, realising nearly a twofold increase in revenue and client engagement, positioning the company as a key player in the influencer marketing industry.

    Presently, with a flourishing business approaching the $1 million mark, KlugKlug is aiming for a remarkable 10 to 12 times expansion by 2025. The company has strategically positioned itself in the market, garnering substantial momentum in the FMCG sector and establishing strong connections with direct-to-consumer (D2C) brands and long-tail influencers.

    As of October 2023, KlugKlug has established partnerships with 75 clients. The company is planning to significantly broaden its clientele, aiming to exceed 500 clients across diverse regions by the year 2025. Presently operational in India, Indonesia, and Dubai, KlugKlug is committed to expanding its presence to three pivotal regions by 2025—Southeast Asia (comprising Thailand, Malaysia, Singapore, Vietnam, Indonesia, Taiwan, and the Philippines), the Middle East (encompassing Dubai, Abu Dhabi, GCC countries, Egypt, Lebanon, Saudi Arabia, Qatar, Kuwait, and North Africa).

    Commenting on this, KlugKlug co-founder and CEO Kalyan Kumar stated, “As we look ahead, we’re pretty stoked about where KlugKlug is heading. The growth we’ve seen recently is exceptional, but we’re just getting started. Thinking about 10 to 12 times more growth by 2025 is pretty exciting. We’re not just sticking to where we are – we’re spreading our wings into new places, connecting with more people and brands. The plan is simple: keep doing awesome stuff in the influencer world and see where it takes us.”

    KlugKlug co-founder and CPO Vaibhav Gupta said, “As we outline our future plans, we’re keeping things straightforward and focused. It’s not just about stretching our presence into Southeast Asia and the Middle East; it’s about refining the way we operate. KlugKlug is more than a company; it’s a positive force for change. We’re enthusiastic about what lies ahead and how KlugKlug is positioning itself as a significant player in the influencer marketing scene.”

    The exponential growth in client acquisition reflects KlugKlug’s ability to foster strong and enduring relationships with its clients. The company’s unique approach to influencer marketing has resonated with a diverse range of brands, from established FMCG giants to emerging D2C players. KlugKlug’s expansion plans are not just about reaching new markets but also about deepening connections with clients and providing them with solutions tailored to their specific needs.

    Founded by Vaibhav Gupta and Kalyan Kumar, KlugKlug utilises AI and machine learning-driven data to identify and explore influencers, deliver precise audience insights, and furnish intelligence regarding global influencers across popular social platforms. The platform presents an all-encompassing solution for campaign management, performance tracking, and data analysis, thereby enabling brands to engage in influencer marketing seamlessly.

  • Klug Klug redefines influencer marketing with 85 cent accuracy boost

    Klug Klug redefines influencer marketing with 85 cent accuracy boost

    Mumbai: In the dynamic realm of influencer marketing, where authenticity and precision are paramount, Klug Klug emerges as a game-changer. With a database boasting insights on over 250 million influencers, Klug Klug leverages cutting-edge AI-ML technology to provide marketers with a level of accuracy reaching up to an impressive 85 per cent. This platform is not just another data hub; it’s a comprehensive solution that empowers brands to navigate the influencer landscape with unparalleled efficiency and confidence.

    Founders Kalyan Kumar and Vaibhav Gupta, visionaries in their own right, bring a wealth of experience from their digital marketing roots. With a track record of success, including the founding of ‘Social Catalyzers’, they recognised the industry’s need for a platform that addresses the core challenges faced by brands engaging in influencer marketing.

    Influencer marketing is a multifaceted endeavour, encompassing everything from pinpointing the right advocate for a brand to ensuring their values align seamlessly. Klug Klug’s Influencer Discovery feature offers a real-time database housing millions of influencers, coupled with 15 advanced filters, enabling marketers to effortlessly zero in on the perfect match for their campaigns worldwide.

    Indiantelevision.com in an email interaction spoke to KlugKlug co-founder and CPO Vaibhav Gupta

    On KlugKlug’s establishment

    On KlugKlug sourcing and verifying data on millions of influencers

    KlugKlug utilises AI-ML technology to source and verify data on millions of influencers across various social media platforms, including Instagram, YouTube, and TikTok. Their extensive database ensures that they can provide up to 85 per cent accurate insights about these influencers. This level of accuracy sets them apart in the industry, giving brands and agencies confidence in their influencer marketing decisions.

    On the founders’ inspiration behind creating KlugKlug and entering the influencer marketing space

    The founders created KlugKlug to address the transparency and credibility issues in influencer marketing. They recognised the challenges brands faced in determining the authenticity of influencers and the lack of industry standards. KlugKlug aims to provide a solution to these problems.

    On KlugKlug contributing to the growth of the Indian influencer marketing industry

    KlugKlug has played a pivotal role in advancing the Indian Influencer Marketing industry. By offering accurate AI-ML-led data and insights about influencers, they have empowered brands and agencies to make data-driven decisions. This, in turn, has led to more successful influencer marketing campaigns and increased the prominence of influencer marketing as a key component of digital marketing strategies in India.

    On KlugKlug adapting to changes in social media platforms and their algorithms, which can impact influencer marketing effectiveness

    To adapt to changes in social media platforms and algorithms, KlugKlug continuously updates its data and algorithms. This ensures that brands can navigate the evolving landscape of social media effectively. By staying ahead of the curve, KlugKlug ensures that influencer marketing remains a potent tool for brands, even as social media platforms introduce new features and algorithms.

    On KlugKlug differentiating itself from other influencer marketing platforms in terms of accuracy and depth of insights

    KlugKlug differentiates itself from other influencer marketing platforms through its commitment to accuracy and depth of insights. Their platform’s ability to provide up to 85 per cent accurate insights sets it apart, ensuring that brands can select influencers with confidence. KlugKlug is dedicated to solving the issue of ‘true’ and instant searchability for influencers with relevant audiences, which significantly improves campaign efficiency.

    On KlugKlug’s approach to influencer insights and audience overlap contributing to more effective influencer selection for campaigns

    KlugKlug’s approach to influencer insights and audience overlap is crucial for effective influencer selection. By ensuring that influencers align with a brand’s target audience and values, KlugKlug contributes to more successful influencer marketing campaigns. Brands can engage with influencers who genuinely resonate with their audience, leading to higher engagement and better results.

    On the key benefits of using KlugKlug for data-driven influencer marketing strategies

    Using KlugKlug for data-driven influencer marketing strategies offers several key benefits. Brands gain access to accurate and comprehensive influencer data, allowing for informed decision-making. This accuracy translates to improved campaign efficiency, as brands can confidently select the right influencers. Additionally, KlugKlug’s ability to adapt to changing trends ensures that brands stay relevant in the dynamic world of social media marketing.

    On  KlugKlug staying updated with the latest trends and best practices in the influencer marketing industry

    On kind of reporting and analytics that KlugKlug provides to brands for tracking the performance of their influencer marketing efforts

    KlugKlug provides brands with comprehensive reporting and analytics to track the performance of their influencer marketing efforts. Brands can measure key metrics such as engagement, reach, and conversion rates, allowing them to assess the success of their campaigns accurately.

    On KlugKlug measuring the effectiveness and ROI of influencer marketing campaigns

    On their previous experience in digital content marketing influenced the platform’s development

    The founders’ extensive experience in digital content marketing has been instrumental in shaping KlugKlug’s development. Their emphasis on accuracy and in-depth insights stems from a deep understanding of the importance of data-driven decision-making in the digital marketing landscape. This experience has been a driving force behind KlugKlug’s commitment to providing top-notch influencer marketing solutions.

    On future developments or features that can we expect from KlugKlug in the coming years

    Looking ahead, KlugKlug aims to create advanced AI-powered tools that enhance the efficiency of influencer marketing processes. They also plan to provide brands and marketers with even more data-driven insights. Additionally, KlugKlug intends to expand its services to new markets and industries, catering to the growing demand for influencer marketing. As the influencer marketing industry is projected to experience significant growth, KlugKlug is poised to play a pivotal role in its evolution, empowering brands to achieve their marketing goals.

  • RP- Sanjiv Goenka Group (FMCG) appoints KlugKlug as their influencer marketing tech stack platform

    RP- Sanjiv Goenka Group (FMCG) appoints KlugKlug as their influencer marketing tech stack platform

    Mumbai: RP-Sanjiv Goenka Group (FMCG), the renowned Indian multinational conglomerate with interests spanning across various sectors, announces a strategic partnership with KlugKlug, an influencer marketing tech SaaS platform, to bolster its influencer marketing outreach for its foray into the fast-moving consumer goods (FMCG) industry.

    RPSG Group, known for its diverse business portfolio encompassing power and energy, carbon black manufacturing, retail, IT-enabled services, FMCG, media and entertainment, infrastructure, and education, is taking this step in leveraging the power of influencer marketing for its FMCG ventures.

    KlugKlug CEO and co-founder Kalyan Kumar expressed his enthusiasm about this collaboration, stating, “The KlugKlug family is very excited to join hands with RPSG (FMCG) to drive their influencer marketing initiatives, a new focus area for them. Through a data-driven approach, we have harnessed the power of precise influencer searchability, enabling RPSG (FMCG) to connect with influencers who can authentically convey their brand’s story and drive sales. The role of luck is getting lesser everyday with the role of this happy tech of ours”

    KlugKlug, a New Delhi-based tech powerhouse, specializes in providing accurate and data-driven solutions for influencer marketing decisions. The collaboration with KlugKlug will empower RPSG (FMCG) to identify and partner with the most suitable influencers who can effectively communicate their FMCG brand messages to the intended audience.

    RPSG Group vice president marketing – personal care Deepak Pant said, ‘’RPSG evaluated KlugKlug and having seen its capabilities and testimonials from leading brands and E-commerce platforms, we decided to onboard KlugKlug after being convinced about how it can help RPSG scale its IM efforts with data led optimization. Audience-based filtering of Influencers towards ROAS was an eye-opener. KlugKlug insights will be invaluable in helping us build our Influencer scale-up program.”

    Through KlugKlug’s technology and real-time insights, RPSG (FMCG) anticipates achieving significant efficiencies in its influencer marketing campaigns on day one, and do away with audience losses of 20% to 80% most Brands currently face. This partnership ensures that RPSG (FMCG) can make informed decisions swiftly, resulting in more effective influencer marketing strategies.

    Looking ahead, KlugKlug’s recently launched very comprehensive Real Time Automated Reporting has set it above most competitors globally, and roadmap includes the development of newer features that knows the future of growing Influencer anywhere in the world. The platform aims to facilitate transparent collaboration between influencers and brands by offering a comprehensive suite of services for campaign management, performance monitoring, and data analysis. In response to the burgeoning interest in influencer marketing, KlugKlug plans to expand its services to new markets and social media platforms.

  • KlugKlug onboards Hemang Mehta as its country manager for India

    KlugKlug onboards Hemang Mehta as its country manager for India

    Mumbai: KlugKlug, a leading global influencer marketing B2B SaaS platform, has roped in Hemang Mehta as its country manager for India. With a wealth of experience within the digital media ecosystem and a deep understanding of the Indian market, Mehta will play a pivotal role in driving KlugKlug’s growth and expansion within the Indian market. Mehta will be responsible for KlugKlug India, primarily for sales & GTM strategy.

    Mehta brings an impressive track record in the media and marketing industry. He most recently served as the head of agency relationship at Network 18 Media & Investments Ltd from May 2018 to August 2023. Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital & Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.

    Mehta expressed his enthusiasm about joining KlugKlug, saying, “I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes.”

    KlugKlug, founded by Vaibhav Gupta and Kalyan Kumar, is a B2B tech platform that leverages AI-ML-led data to find and discover Influencers, provide accurate audience insights, and intelligence about global influencers on popular social platforms such as Instagram, YouTube, and TikTok across 100+ countries. The platform offers a comprehensive solution for campaign management, performance tracking, and data analysis, facilitating seamless influencer marketing for brands.

    With the appointment of Mehta as the country manager for India, KlugKlug aims to further strengthen its presence in the Indian market and enhance its engagement with brands, agencies, and influencers. Mehta’s deep understanding of the digital media landscape and his proven ability to drive strategic growth initiatives will undoubtedly contribute to KlugKlug’s mission of revolutionizing influencer marketing for brands in India.

    Commenting on the appointment, KlugKlug co-founder and CEO Kalyan Kumar stated, “We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang’s leadership will be key in scaling our operations and expanding our reach within the Indian market.”

    As KlugKlug continues to lead the way in influencer marketing innovation, the addition of Mehta to its leadership team marks a significant step towards achieving the company’s vision of transforming influencer marketing into a strategic and data-driven discipline.

  • Splash eyes revenues of Rs 150 crore; plans 21 stores by year-end

    Splash eyes revenues of Rs 150 crore; plans 21 stores by year-end

    BENGALURU: The Landmark Group’s international youth oriented hi-street value fashion brand Splash is eyeing revenues of Rs 150 crore this year. The brand, closed last year with 12 stores across India and is planning to increase the count to 21 by the end of 2015.

     

    Additionally, company sources told Indiantelevision.com that Splash was also looking at spending more than five per cent of its revenues towards ATL and BTL activities.

     

    Splash has 200 stores globally, had revenues of Rs 90 crore last year across an average store count of eight in India.

     

    In 2015, the brand has already launched four new stores including one in Mumbai taking the count to 16. Now, Splash has unveiled its 17th store in the country in Bengaluru’s hi-street – Commercial Street, on 23 May. Next on the cards is a store launch in Noida in the near future.

     

    At the Bengaluru store opening, Splash also launched its new collection Love Summer.

     

    “Splash is consistently involved in delivering high fashion season after season. We are delighted to bring out the best of the brand’s personality and sync it with our new collection – #LoveSummer – this season’s key collection, which has an easy tropical vibe to it. Consumers have received the collection very well. It is young, tropical, quirky and conversational – a true reflection of our customer. With Splash’s launch at Commercial Street, we look forward to increase our reach to the fashion enthusiasts of Bangalore,” said Splash COO Kalyan Kumar.

     

    “Our ATL activities include bursts of radio a week either way of a new store opening or the launch of a new product line, with some print and online campaigns. We also do a number of BTL activities, like in the case of the store launch today, where we have the band ‘Peepal Tree’ performing at the store. A number of models wearing Splash attire that will along a part of Commercial Street before entering the store and walking the ramp set up for the fashion show organized by Sheetal Mehra,” Kumar added.

     

    “In the middle east, we are present on television and across many locations. In India, presently we are located in 10 cities. Once we reach a reasonably good store count in the country, we will use television as we do in other geographies,” informed Kumar.

     

    The average Splash store witnesses around 400 customer walk-ins daily, with an average conversion rate of 30 per cent. Some of the stores located in hi-streets and malls have a conversion rate that is as high as 38 per cent, while the laggards report rates of around 24- 26 per cent.

     

    Splash’s online campaigns cover the usual social sites such as Facebook, Twitter, Instagram and Youtube. Mindshift along with the company manages the online creative duties for the Splash, while media buying is done by the parent group Landmark through GroupM.