Mumbai: Lord Shree Jagannath, revered by the people of Odisha, holds a special place in their hearts—a symbol of divine spirituality and cultural heritage. As January 17, 2024, approaches, excitement surges across the state. This auspicious day marks the grand unveiling of the Puri Heritage Corridor by the Government of Odisha, a momentous occasion that will captivate the gaze of millions of Jagannath devotees globally.
The News18 Network has consistently played a pivotal role in capturing the true spirit and vibrancy of festivals, delivering innovative programs with high-quality content. In alignment with this commitment, News18 Odia is set to organize a spectacular rally on January 16th, serving as a curtain-raiser for the inauguration ceremony.
This rally is not merely an event; it is a unique and unparalleled experience that promises to be etched in the memories of all attendees. The rally will feature a grand convoy of several vehicles, each meticulously decorated with models representing the redeveloped Shree Jagannath Temple and the divine trinity, cultural performances, and an open-air studio for dynamic discussions. Culminating in a spectacular on-stage closing ceremony in Puri, the event will feature eminen, who will actively participate in the rally.
t personalities who have contributed significantly to their respective fields. Distinguished personalities, including CP-Bhubaneswar Soumendra Priyadarshi, cine actor Sabyasachi, cine actress Archita, Hockey India president Dilip Tirkey, sprinter Dutee Chand, Odishi dancer Aruna Mohanty, music director Manmath Mishra, and international sand artist Sudarsan Pattnaik.
Mumbai: Short-form video content on social media is Google and Metas’ answer to TikTok, which disrupted the video-sharing industry during the pandemic. Though TikTok became big and was used hugely by brands in the USA, India got YouTube Shorts & Instagram Reels to do the same. Before launching globally in mid-2020, Instagram reels attracted billions of daily views. One year later, in 2021, these short video-sharing platforms surpassed 5 trillion views globally. Thus, what was originally only watched for leisure has become integral to every business’s marketing strategy.
Brands understood that video creation enables organizations & startups to:-
1. To increase brand awareness
2. To promote sales
3. To grow the social media community
4. To educate customers
5. To enhance brand strength
According to a 2022 report by Wyzowl, 86% of businesses now use video as a marketing tool, and 93% say it’s an effective tool for reaching their target audience. Short-form videos (under 10 minutes) are having a major moment on social media, with platforms like TikTok and Instagram Reels seeing explosive growth in recent years. A 2023 report by Cisco found that short-form videos will account for 82% of all internet traffic by 2022. A 2023 report by HubSpot found that 63% of viewers say they are more likely to watch a short-form video than a long-form video.
With all this happening globally and in India, brands must use video content & ensure it becomes as viral as possible through social media. Let’s ponder deeper into how some well-known Indian brands have benefited from short-form videos on social media.
Top Indian brands leveraging from short-form videos and how
Netflix
Being the most watched OTT platform in the world, short videos have predominately been the best way to promote this brand on social -media. The best part for Netflix is that they already have the commercial rights to pick short snippets from their ongoing movies & TV shows to promote their page. The number of engagements, impressions, and discussions started with the utilization of short-form videos alone are only one of the many elements that make Netflix supreme at online entertainment.
Sabyasachi has been acing in the social media space for a long time now. They have been following the idea of using the video content of their happy customers and garnering a steady follower base through organic methods. Sabyasachi knows this very well because they regularly introduce their customers on their Instagram profiles. This was a pleasant surprise for customers to be featured on the official Sabyasachi page. They are also well-placed among celebrities and thus recruit influencers for raw original content. Engaging influencers helps attract more followers because these influencers have a loyal following. It works wonders for a fashion brand when you see the designs live in action through short-form videos.
If you’re looking for quirky content and the encouragement to try out tasty food, Zomato helps you binge on some mouthwatering short-form video content. Not only have they become the lead in the food delivery sector, but they have also become one of the country’s best brands on social media. Food discovery brand Zomato knows its audience well and how to retain them. Be it contests, trending topics, or innovative video content, Zomato is attracting attention across all social media platforms.
This brand wholly & almost has been relying on short-form video content for brand building & upscaling. Since their business proposition is unique, they are here to break through many stereotypes. They are going all out in exploiting the trend of video content to showcase their range of products & effectiveness on Indian Men skin types. Both men & women have been applauding their efforts, and it has become a popular gifting option for Men.
Pizza Hut is the leader in the pizza market on social networks compared to other pizza chains. The brand regularly launches UGC campaigns for its viewers to participate and increase its follower base. The brand uses social media influencers to discuss its products through challenges, which has worked for them so far. The short videos are raw and real since they reach out to celebrities, food bloggers, and other popular influencers, maximizing their follower base.
On International Women’s Day, Audi India launched a catchy short video campaign called #drivethechange. The campaign was a big hit as it resonated very well with the changing trends in societal reforms towards women. Also, it tried to break stereotypes about women driving cars in general and all comic remarks around women drivers. It encouraged modern-day women to step out and chase their dreams since they are the true force that drives our lives. Hundreds of women participated and appreciated the initiative.
Short-form videos are here to stay.
The rise of social media has changed the concept of online communication and the division between personal and public space online. According to HubSpot’s 2022 Marketing Industry Survey, short-form video has the highest ROI among all social media content. That’s why 30% of marketers prioritized short-form videos in their marketing budget this year.
These are lessons for all new startups and upcoming brands to use short format messages to tell their story and build a narrative around their brands. Integrating Internet features, such as digital music and video, user-generated content, and digital media sales, improves content consumption. Hence, short-form videos, the brand-owned tool, must be maximized to gain credibility and brand recognition in the long run and sustainable marketing strategies.
The author of this article is C Com Digital founder/director Chandan Bagwe
MUMBAI: Vertu, luxury mobile phone manufacturers unveiled their new collection of hand crafted handsets ‘Constellation’ in Mumbai today. To cater to a niche clientele, this range offers seven handsets as part of its collection and targets globe trotters.
Crafted by creative director Frank Nuovo, the inspiration for this collection has be derived from an aircraft and thus, the details on the phone resemble the wing form, propellers and air inlets. The Constellation collection ranges from stainless steel to gold finishes with an array of colourful leather backs and the distinguishing feature of a ceramic keypad that is said to be scratch resistant. Depending on the model the price could differ from two to nine lakhs.
“The fluid surface developments are inspired by classic aircraft – in particular, the classic cross section of the leading edge of wings combined with the high polished metal and small fasteners along many edges. Symbolically, the microphone port design is a subtle tribute to the powerful force that made our first aircraft fly – a classic propeller fan. Vertu Constellation has a sleek and confident low profile. Leather is a dominant material to increase the tactile delight in the hand. I wanted the elegant sophistication and dramatic appeal of Vertu Signature with a slight softening and a small degree of visual simplification of form and line”, said Frank Nuovo.
Showcased by Vertu Global marketing director Chris Harris, the collection is being distributed solely by Matrix Distribution Pvt. Ltd. Currently available in Mumbai, Delhi, Bangalore and Chennai, the later half of this year will see outlets in Kolkata, Hyderabad and Chandigarh. It will be available at select high end jewellry and watch outlets like Popley La Classique at the Grand Hyatt in Mumbai, The Helvetica at Spencer’s Plaza in Chennai, Rodeo Drive in Bangalore, the Johnson Watch Company and the Regent Watch and Jewellry Co. Maurya Sheraton Hotel in New Delhi.
The collection will be showcased in fashion and lifestyle magazines and the buzz created around this brand should provide incentive enough for high flyers to make their style statement with this new accessory.
When queried about the demand for such a high end phone in the Indian market, Matrix Distributors Pvt Ltd Tusshar Alvani said, “The brand value of Vertu is huge internationally and in India too we have far exceeded our expectations. This is a luxury phone that gives a sense of accomplishment and reward to its owner.”
Taking luxury travel to another dimension ‘Constellation’ is the third addition to the Vertu stable. Prior to this, Vertu launched its Signature and Ascent collections based on the themes of luxury watches and Formula 1, respectively. The Signature collection used precious metals and the upper end model a platinum solitaire diamond handset was priced at 22 lakhs, while the Ascent F1 race track series gives the aggressive look and feel associated with the sport.
“The design of Vertu Constellation began with the precise understanding of our achievements with both the Vertu Signature and the Vertu Ascent models. The Vertu Constellation design was conceived in order to complement both of these Vertu originals and reinforce the style and design quality of the Vertu Brand,” stated Nuovo.
Vertu Constellation was designed to assist the demanding traveller encompassing a quad-band engine with connection in over 180 countries around the globe; real-time flight tracking that enables Vertu Constellation to provide flight information, in the lounge or en-route to the airport. The real-time currency converter provides correct currency information when required, and the world clock tells the time at home as well as away, in up to three locations simultaneously. To complete the navigation facility Vertu Constellation has world weather facilities that let one know exactly what to expect when you get to your destination.
Vertu Concierge complements the Vertu Constellation and allows one button access to lifestyle services 24 hours a day from virtually anywhere in the world. Vertu Concierge can help from recommending local restaurants and making theatre bookings, or simply sending a gift to someone around the globe.
Available at 300 authorised retailers across 40 countries worldwide, the brand has also made its mark in India with Sabyasachi, Shobha De, Leander Paes and Atul Kasbekar posing as its brand ambassadors. The Ascent F1 model was gifted to SRK by Karan Johar, in addition, other owners of Vertu phones include Katrina Kaif and Jaya Bachchan, while the Beckham couple along with pop diva Madonna also own Vertu phones.
