ITV

Tag: Scoopwhoop

  • Good Glamm Group acquires ScoopWhoop, signals foray into men’s grooming space

    Good Glamm Group acquires ScoopWhoop, signals foray into men’s grooming space

    Mumbai: GoodGlamm Group, the parent company of direct-to-consumer (D2C) beauty and personal care brand MyGlamm, has acquired the new-age digital media platform ScoopWhoop Media. This is the second acquisition by the company in less than a month and the fourth big buyout for the group after The Moms Co, BabyChakra, and content and commerce platform POPxo, which it acquired last year.

    With the ScoopWhoop takeover, the company now intends to build its venture into the men’s grooming category.

    “I have been an ardent user and fan of ScoopWhoop for a long time. It’s a privilege to have Sattvik, Rishi, Sriparna join the Good Glamm Group family and have ScoopWhoop accelerate the Group’s foray into building a content-to-commerce platform for the burgeoning male grooming and personal care segment,” commented Good Glamm group founder and CEO Darpan Sanghvi.

    Founded in 2013 by Sattvik Mishra, Rishi Pratim Mukherjee, and Sriparna Tikekar, ScoopWhoop has over 1.5 billion impressions every month and over 100 million users, the company said.

    Based in New Delhi, the media outlet will continue to work as an independent brand and media house within the Good Glamm Group. Its founders will continue to lead ScoopWhoop and work closely with Sanghvi and the other co-founders of Good Glamm Group, Priyanka Gill and Naiyya Saggi, said the statement.

    The D2C brand MyGlamm had introduced The Good Glamm Group in September to consolidate all its businesses under one umbrella and announced its plans to acquire six brands in the beauty and personal care space before March. 

    “The acquisition of ScoopWhoop, which has a male audience of over 60 per cent, will pave the way for entry into content-to-commerce for the fast-growing male segment. Good Glamm Group’s commerce stack coupled with ScoopWhoop’s content capabilities and digital reach amongst men will turbocharge the group’s D2C capabilities in the male grooming segment,” the company said in a press statement.

    “The company is looking to invest Rs 500 crore over the next two years in the male grooming space and are in talks with a few brands in the segment to acquire them,” it further added.

    The company had acquired baby and mother products brand The Moms Co for Rs 500 crore earlier this month. It is also the group’s second acquisition in the content space after the women-centric content platform POPxo. 

  • ScoopWhoop Hindi in collaboration with Posterscope celebrates Hindi Diwas by launching The Millennial Varnmala

    ScoopWhoop Hindi in collaboration with Posterscope celebrates Hindi Diwas by launching The Millennial Varnmala

    MUMBAI: Hindi is one of the most celebrated languages in the world. Apart from India, it is also spoken in Fiji, Mauritius, Nepal, South Africa and more, making it the second highest spoken language in the world. To celebrate Hindi Diwas, ScoopWhoop Hindi, one of India’s leading online platforms for Hindi content, decided to tackle a common problem faced by India’s millennial crowd – despite being a widely spoken language, there’s a large audience that have a hard time reciting the entire Hindi alphabet or varnmala.

    Inspired by conventional alphabet charts, ScoopWhoop Hindi has launched the Millennial Varnmala – a new alphabet chart that connects each Hindi letter with objects and experiences that resonate with the younger audience. From "Ka se Cool" to "Ya se YOLO" to "Ba se Bro" – the chart contains various references to terms from social media, new age pop culture and daily lingo. Launched on ScoopWhoop Hindi's Instagram, the chart was integrated into the platform’s 3×3 grid format.

    Sattvik Mishra, CEO, ScoopWhoop says "Corporate etiquette and the pressure to be "cool" have turned many youngsters away from one of the world's most fascinating languages. Everyone can recite A-Z in one breath but not many can do the same with Hindi. There couldn't have been a better time to launch the Millennial Varnmala than on Hindi Diwas and we hope to see a shift in the tide very soon."

    Haresh Nayak, Group Managing Director, Posterscope adds “The overwhelming exposure to western pop culture makes a lot of youngsters consider Hindi to be a less fashionable language than English. A lot of people lose touch with the alphabet once they pass out of school. We wanted to make it easy for people to remember so we looked into their day-to-day communication and interest points.”

    Gurbaksh Singh, Chief Creative Technologist, Dentsu Webchutney says "Hindi is one of India's oldest languages. Its popularity is immense but reciting the entire alphabet is a challenge for many. We decided to tap into what youngsters are comfortable with – their favourite colloquial terms on new age platforms like Instagram to refresh their memories with a fun and relatable method that will increase their affinity towards this beautiful language."

  • ScoopWhoop launches in-flight feed

    ScoopWhoop launches in-flight feed

    MUMBAI: ScoopWhoop has announced the launch of its in-flight feed to give access to exclusive tailor-made content while flying above 16000 feet. The content publisher is the first to unlock this innovation, and is aiming to disrupt the industry, to re-look the way audience consumes content on-board.

    While in-flight services are a common practice, ScoopWhoop’s latest addition to its app unlocks the feed, allowing users to read content while flying without internet connectivity. The feature which is currently in its beta version, appears as a push notification only when one is on airplane mode and flying above 16000 feet (cruising altitude). The feature will dissolve once there is a descend in the altitude.

    The in-flight feed has been conceptualised by Dentsu Webchutney.

    ScoopWhoop Media co-founder and chief product officer Debarshi Banerjee says, “This is the first time that a content publisher has forayed into distributing content basis behavioural patterns for airborne consumers. ScoopWhoop’s aim has always been to become a customer product and continue to revamp the strategy to innovate with the changing environment. We are hoping that the new update will help us build a further close connect with our audience.”

    Dentsu Webchutney chief creative technologist Gurbaksh Singh adds, “Flying in India is mostly a boring experience due to unavailability of in-flight entertainment services. We are delighted to collaborate with ScoopWhoop to develop an innovative feature that will change the way audience consumes content. It was fun building the feature; we have deployed over 500 hours in air while testing the feasibility of the feature.”

  • Dekkho expands regional language content offering

    MUMBAI: Dekkho has partnered with some of the top online content creators in the country such as ScoopWhoop, Pinkvilla, 9X Media, Put Chutney, Being Indian and East India Comedy. In a bid to create an entirely alternate destination and divergence from YouTube and Facebook, and to increase its reach in tier II and III cities, Dekkho will expand its regional language content offerings through these collaborations in addition to mainstream content in English and Hindi.

    Through a long-term content strategy, Dekkho aims to reach 100 million users over the next five years, focussing on the vernacular segment of viewers who do not consume videos on Facebook or YouTube. It will also venture into content translation, dubbing, and voiceover of content for this segment, creating a new, non-overlapping market for creators. Additionally, Dekkho will localise its UI for different markets as well as the newsfeed for regional content.

    Commenting on its strategy, Tanay Desai, co-founder, said, “Dekkho’s initial strategy, which focussed on young urban viewers, has helped us carve a niche in the online entertainment market. Our next phase of expansion is targetted at a much larger viewer base that resides in the smaller towns, highlighting our larger focus at becoming a default social video network for the masses. Unlike incumbent platforms like Facebook and YouTube, which are highly fragmented in terms of content, we want to position Dekkho as a hyper-local, curated video platform. This will be supplemented by an engaging social layer aiming to represent India’s first large-scale video network. To effect, the platform will have a unique, localised avatar for each region and leverage the rising digital penetration across tier II and III towns in India.”

    Around 65 per cent of users on Dekkho belong to tier II and III cities. Around 30 per cent of these users have been acquired through focused regional marketing and do not consume videos on YouTube. As part of its marketing strategy, Dekkho has tied up with leading telecom operators and original equipment manufacturers (OEMs) to offer greater exposure to content developed by independent creators. Users streaming videos through Jio Internet subscriptions constitute nearly 30% of the total video consumption on the platform, contributing significantly to the growth among this demographic.

    ALSO READ :

    Brightcove expands into India, counts Republic, SonyLiv, Dekkho & Hero among clients

    Dekkho to identify non-production house talent, plans four web series in Sept-Oct

  • Dark tale of relationships web-film Sneh to be directed by Amit Malik

    MUMBAI: Sneh, a crime thriller web-film, inspired by true events, has been launched.

    Directed by Amit Malik, the film is an attempt to create quality content on varied genres. The mini-thriller, Sneh, is a gripping tale of a missing man, who happens to be a police officer. The plot focuses on the mystery of his disappearance and revolves around how his mother, wife and daughter deal with the situation. With this film, ScoopWhoop, a youth media network, has expanded its portfolio.

    The film is told mostly through the man’s wife Sneh’s perspective, and captures her plight of missing her husband. Broken into 5 parts, the film begins near the end of the story, and traces its steps backwards into the murky dealings of the human mind, debauchery, love, hatred and that dangerous thing called ‘desire’. Apart from an unusual approach to filmography, it’s also the film’s performance that will keep the audience at the edge of their seat.

    ScoopWhoop chief content officer Sriparna Tikekar said, “There simply isn’t one genre, or one kind of story. Our goal has always been to feed our audience with the most interesting stories. And since we have never explored the dark side of story-telling, a crime thriller had to happen. With Sneh, we have experimented with the non-linear approach of execution, ensuring that the audience are gripped till the end.”

    The web-film was the Official Selection at Mumbai Film Festival (MAMI) 2016. It’s fresh, bold take on compelling storytelling in the big bad world of Content Creators, has garnered it with many praises at the prestigious film festival.

  • When brands think like publishers: CMS Asia 2016

    When brands think like publishers: CMS Asia 2016

    MUMBAI: As more brands are waking up to the perks of content marketing, they increasingly realise the need to think like a content platform or publisher. But, are they doing it right? — was the question raised in the panel discussion at CMS Asia 2016. The panellists were — Autocar’s Hormazd Sorabjee, Mxm’s Pradyuman Maheshwari, Scoopwhoop’s Sattvik Mishra and Reliance Broadcast Network’s Ashwin Padmanabhan. Qyunki’s Sameer Bangara was the dynamic moderator.

    The panellists had a mix response to Bangara’s question – What are brands missing when they try to act as publishers? Maheshwari pointed out that brands often didn’t see the various possibilities that content can provide, being closeted in their traditional mindset. “Rarely do I see branded content that has actually explored the concept more radically. I don’t see why a Lux, backed by HUL’s money and business acumen, can’t have a content wing that does interviews with celebrities?,” he asked.

    Mishra pointed out how brands need to take Ad Blockers and Youtube’s ‘skip ad’ statistics seriously and think deep into why its failing. “That’s why branded content becomes important to engage the consumer. A user doesn’t care if it’s branded or not, as long as the story is entertaining, albeit it needs to be mentioned that it is a branded content. The problem is brands want to do marketing first, and content later,” Mishra frankly stated.

    Sorabjee criticised how brands often are in it for the one-time association, and are quick to seek results. “Content marketing doesn’t work that way, one needs a continuous engagement with the consumer. Long-term association is the key to content marketing, provided the communication is consistent. Brands that are in it for the short spurt may not see much of a difference in their brand uplift.”

    Padmanabhan urged brands to look at different metrics when it comes to content marketing and not go for a single standard measurement. “With the amount of data available today, it is easy to get confused but the CMO needs to identify which of those figures really align with the brand objective. Do views matter, or likes? Or shares? Or, the time spent on engagement…each brand will have different metrics to look at depending on the target they have.

    Seconding Padmanabhan, Mishra added, “We give brands something we call a ‘brand lift’ where, if the brand was spoken about X number of times before engaging in a campaign with us, we show them that, after the campaign, the brand was spoken of 3X times, hypothetically. We have 3rd-party agencies who work on these numbers and internal machinery as well to provide these numbers to the brands.”

    When it came to the measurement of a campaign’s success, Sorabjee differed from the rest of the panellists. “Numbers don’t really matter, I don’t believe in them. In content marketing, brands should, and they do look at the quality of your reader or viewer of a certain publisher. Therefore, the key is to keep your reader as the first priority . A publisher shouldn’t decide on the content based on what the brand wants but what its readers want to consume, and trust me, brands too want to reach that reader,” he said, adding that both, brands and publishers, shouldn’t compromise on content for the sake of metrics and numbers.

  • When brands think like publishers: CMS Asia 2016

    When brands think like publishers: CMS Asia 2016

    MUMBAI: As more brands are waking up to the perks of content marketing, they increasingly realise the need to think like a content platform or publisher. But, are they doing it right? — was the question raised in the panel discussion at CMS Asia 2016. The panellists were — Autocar’s Hormazd Sorabjee, Mxm’s Pradyuman Maheshwari, Scoopwhoop’s Sattvik Mishra and Reliance Broadcast Network’s Ashwin Padmanabhan. Qyunki’s Sameer Bangara was the dynamic moderator.

    The panellists had a mix response to Bangara’s question – What are brands missing when they try to act as publishers? Maheshwari pointed out that brands often didn’t see the various possibilities that content can provide, being closeted in their traditional mindset. “Rarely do I see branded content that has actually explored the concept more radically. I don’t see why a Lux, backed by HUL’s money and business acumen, can’t have a content wing that does interviews with celebrities?,” he asked.

    Mishra pointed out how brands need to take Ad Blockers and Youtube’s ‘skip ad’ statistics seriously and think deep into why its failing. “That’s why branded content becomes important to engage the consumer. A user doesn’t care if it’s branded or not, as long as the story is entertaining, albeit it needs to be mentioned that it is a branded content. The problem is brands want to do marketing first, and content later,” Mishra frankly stated.

    Sorabjee criticised how brands often are in it for the one-time association, and are quick to seek results. “Content marketing doesn’t work that way, one needs a continuous engagement with the consumer. Long-term association is the key to content marketing, provided the communication is consistent. Brands that are in it for the short spurt may not see much of a difference in their brand uplift.”

    Padmanabhan urged brands to look at different metrics when it comes to content marketing and not go for a single standard measurement. “With the amount of data available today, it is easy to get confused but the CMO needs to identify which of those figures really align with the brand objective. Do views matter, or likes? Or shares? Or, the time spent on engagement…each brand will have different metrics to look at depending on the target they have.

    Seconding Padmanabhan, Mishra added, “We give brands something we call a ‘brand lift’ where, if the brand was spoken about X number of times before engaging in a campaign with us, we show them that, after the campaign, the brand was spoken of 3X times, hypothetically. We have 3rd-party agencies who work on these numbers and internal machinery as well to provide these numbers to the brands.”

    When it came to the measurement of a campaign’s success, Sorabjee differed from the rest of the panellists. “Numbers don’t really matter, I don’t believe in them. In content marketing, brands should, and they do look at the quality of your reader or viewer of a certain publisher. Therefore, the key is to keep your reader as the first priority . A publisher shouldn’t decide on the content based on what the brand wants but what its readers want to consume, and trust me, brands too want to reach that reader,” he said, adding that both, brands and publishers, shouldn’t compromise on content for the sake of metrics and numbers.

  • Outbrain expands network to drive growth for Indian publishers

    Outbrain expands network to drive growth for Indian publishers

    MUMBAI: Content discovery platform Outbrain has experienced substantial growth in developing its publisher network in India since the beginning of 2015.

     

    Joining its list of premium publications in India and around the globe are leading titles across all major verticals, including: news, lifestyle, finance and youth.

     

    Publishers that have recently joined the Outbrain network include Indian Express, ABP Live, Financial Express, MTV India, ScoopWhoop, Sanjeev Kapoor, StoryPick, MissMalini, and fossBytes.

     

    Additionally, Outbrain has also renewed its partnership with Network18 in India.

     

    India continues to be one of the company’s fastest growing markets and Outbrain already counts The Times of India, The Hindu and ESPNcricinfo within its network of premium publications.

     

    Network18 vice president and head of mobile business Kavi Madan said, “Outbrain is constantly innovating its product and services to provide something truly valuable to online publishers. We decided to renew our partnership with them because over time they have provided the highest quality recommendations and best monetisation across desktop, mobile and apps for Network18.”

     

    “Outbrain has been an integral part in helping us figure out how to drive engagement with our audiences, as well as supporting our efforts to improve personalisation. This isn’t just about that widget that you see at the bottom of an article. Through the Outbrain Engage solution, we are able to serve the best of our content to all kinds of audiences and deliver what users crave – the best content recommendations,” said Indian Express head of product Vikas Handu.

     

    The continued expansion of Outbrain’s publisher network across all major verticals in India further extends the content marketing opportunity for brands in this region and significantly increases marketers ability to strengthen their audience relationships and get their content discovered. Outbrain’s network combines both local publishers and global sites such as CNN and recent wins like Time Inc., ESPN and Mashable.

     

    Outbrain general manager SEA & India Gulshan Verma added, “We are thrilled to welcome these new publishers to the Outbrain network, as well as renew our partnership with Network18. Outbrain’s focus on trust and audience experience is what brings real value to our publisher partners. Our vision is to maximise the monetisation of our audience for publishers, while at the same time driving increased audience engagement, and providing key insights and analytics about their core digital users.”