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Tag: Shipra Tandon

  • Semi-urban connect helps FilterCopy attain top slot on Facebook

    Semi-urban connect helps FilterCopy attain top slot on Facebook

    MUMBAI: It’s time to pour a nice cup of filter coffee because it’s no small feat to beat a giant like Buzzfeed. According to a report by Vidooly, FilterCopy page ranked top on Facebook with more than 71 million (71,128,760) views in new age entertainment category with 27.4 million (2,743,641) lifetime followers.

    It has taken over the place of BuzzFeed which reserved the second position with 68.7 million (68,765,209) video viewership. The Glitch co-founder and content chief of the creative Varun Duggirala feels that what may have given FilterCopy an edge was its all-encompassing narrative that cuts across urban and semi-urban people while BuzzFeed is purely urban.

    FilterCopy’s relatable entertainment and humour content is what makes it touch emotions, says iProspect India strategist – content marketing Shipra Tandon. She adds: “FilterCopy is creating connecting and customised content that is tuned to the current generation. Brands are connecting with the audiences in the same language and tonality in which they talk which makes people relate the content to their situations and the way they are.”

    Duggirala adds, “When we scroll down our feeds only two things make us stop and watch- something our mindset relates to and something that sparks our curiosity. In both cases, the right dash of universal humour or tight-knit narrative is what makes all the difference to grab Indian eyeballs, because we innately relate to anything that sparks an emotional response from us.”

    For December, Pocket Aces, which runs the tending content site FilterCopy, will be launching 20 new pieces a day. Over the month there will be six short videos, 300 articles and 20 memes. Two videos have been released as is a new format called FilterCopy Practicals. Plans are underway to launch exciting formats and target the creation of over 500 short videos and over 3000 articles. The team creates everything from scratch. They conceptualise, script, produce, release, and market the whole content.

    But the big question is that, is the revenue pouring in? Duggirala feels gaining substantial viewership will enable signing up in-show advertisers as well as building inventory for when Facebook launches a monetisation model.

    Pocket Aces co-founder Aditi Shrivastava attributes the success to content that people not only love but also share by tagging others. Innovative content and the audience’s favourite FilterCopy faces like Dhruv Sehgal, Veer Rajwant Singh, Aisha Ahmed, Mithila Palkar, AkashDeep Arora, Kriti Vij, Apoorva Arora and many more, catch more eyeballs on social media.

    Currently, Pocket Aces is very much active on its own website, YouTube channel and Facebook. It does not have any plans to launch an OTT platform in the near future. It reaches 40 million unique viewers a week through its channels on social media. Content is also syndicated via Ola Play, Sony Liv, Dainik Bhaskar, Youku Toudo (China) and airlines like Jet Airways, SpiceJet and Etihad.

    Started in 2013, FilterCopy is mixed-media offering from Pocket Aces for shareable written and video content includes articles, relatable videos, funny memes and much more. Pocket Aces is a tech-driven digital media entertainment company of India, focused on creating and distributing highly engaging original content for millennial audiences via its channels Dice Media (premium digital web series), FilterCopy (shareable written and video content), and Gobble (all things food).

    In the past two years, the company has worked with over 40 advertisers including PepsiCo, Flipkart, Landmark Group, T Series, Marico, Kingfisher, Oyo Rooms, Swiggy, etc. Pocket Aces has a wide range of investors that include Sequoia Capital, Aarin Capital, Axilor Ventures, and North Base Media.

    The audience can be assured of new content in the last week but the company is giving a whole week off for its employees to usher in the new year.

  • Dentsu’s iProspect bolsters leadership with role elevations

    Dentsu’s iProspect bolsters leadership with role elevations

    MUMBAI: iProspect India, the digital agency from Dentsu Aegis Network, has strengthened its leadership band through different role advancements. The digital landscape is evolving, a dynamic industry coupled with seasoned client demands are re-defining the way it works. In keeping with this change, iProspect India has made key meritorious promotions.

    Ankita Pande, previously AVP – Operations, is now Head of Strategy at a pan India level, based in Delhi. She comes with a keen strategic bent of mind and great potential to add value to the business. She will also work on growing the branding business amongst other basket of objectives.

    Based in Mumbai, Venkat Gavaskar Dontha has been assigned the responsibility of Branch Head – West. He was AVP – SEO prior to this. The new role involves heading the Mumbai region and surrounding cities with respect to client servicing, business development and operations.

    Ankita and Venkat will both report into iProspect India CEO Rubeena Singh.

    Shipra Tandon, Strategist – Content Marketing, will head the agency’s new content marketing division Intelligent Content at a national level. This business line will primarily facilitate the use of content in digital performance, providing an end-to-end solution on content strategy, creation, promotion and impact. She will report into Srikar Nagubandi, Senior Vice President – Operations and is based in Mumbai. Shipra was earlier Strategist – SEO.

    Rubeena Singh, CEO, iProspect India said, “Various factors such as changing industry dynamics, enhancing the client experience, ensuring best interests of the business and doing justice to the skillsets of some of our leaders, demand that we always have a passionate and result-oriented leadership team at the helm.”

    She added: “The strategy and content marketing pieces take top priority at iProspect India as we move forward and are crucial elements of our growth, which will feed into business development and client servicing.”