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Tag: Social Beat

  • Stirred not shaken Fortune whips up India’s next culinary creators

    Stirred not shaken Fortune whips up India’s next culinary creators

    MUMBAI: Some recipes call for more than just salt and spice, they need a pinch of purpose. As part of its 25-year celebration, Fortune Foods served up a piping hot opportunity with its first-ever Fortune Influencer Masterclass, aimed at turning everyday food lovers into full-blown digital culinary creators.

    Launched on 10 February 2025, the campaign received an overwhelming 50,000 plus registrations from across India, ultimately narrowing the field to 25 winners who were recently felicitated in a lively Meet & Greet in Ahmedabad. Each winner took home content collaboration deals worth up to Rs 2 lakh, but the real prize was the transformation of passion into profession.

    Backed by industry heavyweights like Meghna Kamdar (Forbes Top 100 Digital Star), Vinayak Grover of Lost and Hungry Studios, and Nimisha Rao from Influencer.in, the initiative was more than a class, it was a crash course in digital storytelling. With modules on scripting, plating, video editing, animation, and content strategy, the program mentored aspiring influencers in every dimension of online food content creation.

    From a pool of 250 semi-finalists, selected after an initial assignment round, the top 25 were chosen following a multi-stage process judged by Masterchef winners and industry experts. Criteria ranged from recipe innovation and aesthetic appeal to editing finesse and storytelling strength.

    The finale in Ahmedabad was a feast for the senses. It featured a special plating demo by Meghna Kamdar, games, and a fireside chat titled ‘The Ingredients of a Great Food Content Creator’, with insights from Mukesh Mishra, joint president at AWL Agri Business Limited, Sunil Chawla, co-founder of Social Beat, and Kamdar herself.

    Mukesh Mishra explained the vision behind the campaign, “This wasn’t just about product placement. It was about placing belief in people especially homemakers and food enthusiasts who had creativity but lacked digital confidence. We’ve seen these creators bloom, and we’re thrilled to champion their voices.”

    One such voice was Harshika Lalwani from Kanpur, whose journey resonated with many: “As a homemaker, I had quietly shelved my passions for years. This campaign gave me visibility, value, and most importantly my own voice. When I made it to the Top 25, I felt seen for who I am, not just the roles I play.”

    The Fortune Influencer Masterclass is more than a marketing campaign, it’s a movement that’s helping shape India’s digital creator economy. It’s where food meets fame, where community meets creativity, and where Fortune truly favours the bold.

     

  • Social Beat appoints Ashish Tambe as national creative director

    Social Beat appoints Ashish Tambe as national creative director

    Mumbai: Social Beat, a digital growth partner for leading brands across verticals, announced today the appointment of Ashish Tambe as national creative director. Ashish was previously with FCB Kinnect and comes with a proven track record of delivering several award-winning campaigns, including at Cannes, Clios and the One Show.

    A microbiologist by qualification, he was en route to making a German laboratory his home when the world of stories, ideas, and brand strategies beckoned. Joining as the first creative resource, he went on to help build one of the well-known digital agencies in the country. He has experience in crafting pathbreaking creative strategies, campaigns and uplifting brand stories for many brands over the last ten years.

    Speaking on his appointment, Social Beat co-founder Suneil Chawla said, “I am delighted to welcome Ashish Tambe to Social Beat, and look forward to creating effective as well as award-winning digital campaigns with him and the team. Ashish’s extensive experience and proven track record of success will add to our proven capability to drive business outcomes and win awards in the process.”

    Commenting on his appointment, Ashish Tambe said, “I am eager to contribute to the growth of Social Beat with cutting-edge creativity that will enable clients to grow their business. Social Beat has been a pioneer in digital marketing and has had several remarkable achievements to their name, and I am thrilled to be joining the team and growing along with them.”

    Ashish believes that the best creatives hinge on the smallest nuances, and believes thinking inside the box is the key to successful campaigns that benefit brands. When not thinking about work, he spends time working out to compensate for his love for fried food and sweet desserts.

  • Social Beat appoints Pavan Ramchand as chief human resource officer

    Social Beat appoints Pavan Ramchand as chief human resource officer

    Mumbai: On Monday, Pavan Ramchand was announced as next chief human resource officer for digital marketing company Social Beat. 

    With an experience of over two decades in talent acquisition, talent management, HR shared services and compensation, Ramchand will strengthen Social Beat’s HR practices and talent acquisition initiatives. His experience and global exposure leading large multi-functional teams across APAC and EMEA will greatly strengthen Social Beat’s executive team.

    Ramchand has led a multitude of successful HR initiatives by working closely with executive teams, and moves from Syngene, a Biocon Group company. He will lead Social Beat’s initiatives to build and grow a futuristic, intellectual team of highly motivated, talented professional’s to realise its vision of ‘enabling brands rise to the impossible.’

    Known for his deep insights, flexible approach and positive attitude, Ramchand brings diverse experience of having worked in oil & gas, mining, pharma, manufacturing and IT with multinational corporations like Royal Dutch Shell, Gartner.

    Speaking on Ramchand’s appointment, Social Beat co-founder Suneil Chawla said, “We have set our sights on a progressive, people led future with significant growth driven by a highly capable, motivated team as the primary goal for our company. The immense exposure and experiential knowledge that Pavan brings to the table, will definitely play a key role in realising this goal.”

    Commenting on his new role, Ramchand said, “I am excited to join Social Beat to lead the human resources functions. Our strong, people-centric culture and value system remains at the heart of everything we do. Strengthening this culture further through progressive and forward-looking people initiatives will be the priority to drive the growth of the company to achieve our goals.”

  • India’s influencer marketing industry to touch Rs 2,200 crore by 2025

    India’s influencer marketing industry to touch Rs 2,200 crore by 2025

    Mumbai: Social Beat’s influencer marketing platform, influencer.in, has released the Influencer Marketing Report 2022 to provide insights on how influencer marketing has become one of the most important channels that big brands are leveraging as part of their digital marketing.

    The report is based on over 500+ survey responses by Indian content creators and over 60 marketers in Q1’ 22.

    The survey finds that Snapchat and Moj are becoming popular with content creators, with 17.79 per cent of creators on Snapchat and 8.53 per cent on Moj. Brands leveraging their product or service through influencers on these platforms can help them create brand awareness and engagement, educate users about their product or service, drive incremental revenue via conversions, or target a niche audience.

    According to the report, the influencer marketing industry’s value is estimated to grow at a compound annual growth rate (CAGR) of 25 per cent over the next 5 years to reach Rs 2,200 crore by 2025, up from Rs 900 crore in 2021. The projected meteoric rise of the industry can be attributed to the steep growth in the number of creators and the increasing partnerships between brands and creators to deliver compelling, relatable story-telling content to the target audience.

    It finds out that 61.2 per cent of all brands recognise the power of influencer marketing to tap into a newer audience pool to boost brand awareness. While smaller businesses understand the value of influencer marketing but have not yet committed significant resources to it, larger businesses have acknowledged it as an essential component of their digital marketing plans.

    50 per cent of marketers said they spend up to 10 per cent of their digital marketing budget on influencers each year. While 10 per cent of the respondents dedicate over 40 per cent of their annual digital marketing budget to influencer marketing.

    Another interesting insight is how brands and creators are looking at collaborations. While 58 per cent of brands prefer to work with an influencer for an average duration of one month doing short-term promotions, 91 per cent of influencers are looking for a long-term relationship. Some brands, such as SnapDeal, TataCliq, BharatMatrimony, Jupiter, Dhani, and Gamezy, have understood the value of long-term collaborations and entered into long-term contracts with influencers.

    Speaking about the launch of this report, Social Beat co-founder Suneil Chawla said, “We were ahead of the curve in launching influencer.in and these trends confirm our belief that this industry is integral to digital marketing. We predicted that as devices and Internet access increased, content across multiple platforms, video content, and storytelling in regional languages would gain traction.We were confident that influencers across the spectrum, irrespective of their size, would be in demand from brands based on their style, specialty, and content. While video content is the preferred form of content due to its story-telling potential, the emergence of new social media tools is something to watch out for.”

    Adding to that, influencer.in head Arushi Gupta said, “Instagram, YouTube, and Facebook continue to be the preferred platforms for most creators. Short-form videos account for the largest pie of content at 33.8 per cent; carousel posts/videos account for 25.8 per cent of content; statics account for 24 per cent; and long-form videos account for only 15.7 per cent of content. It will be interesting to see how influencers adapt their content to the emerging short video platforms. As the market evolves, we will continue to make influencer.in the most technologically advanced platform for ease of use, verified creator profiles, analytics, and reporting for both brands and creators.”

  • Social Beat wins digital mandate for Happilo

    Social Beat wins digital mandate for Happilo

    Mumbai: Premium dried fruits and healthy snack brand Happilo has entrusted independent digital marketing agency Social Beat to scale its brand across digital channels.

    Social Beat was awarded the mandate after a competitive pitch.

    Social Beat is to scale the online presence and increase sales through the website and marketplaces such as Amazon and Flipkart. Along with managing Happilo’s social media campaigns, the company will also help generate SEO-optimised content to help promote organic visibility. With more such interesting partnerships planned for the coming future, they have already hosted a virtual meet-and-greet with Pro Kabbadi League team Haryana Steelers and IPL franchise Rajasthan Royals.

    Speaking about this partnership between the two fast-growing brands, Happilo founder Vikas Nahar said, “Social Beat comprises young and dynamic digital evangelists. We at Happilo are excited to partner with Social Beat and further our digital presence to achieve dominance in this category.”

    Hapillo plans to grow into exclusive brand outlets (EBOs) in the near future and open around eight company-owned stores.

    Social Beat co-founder Vikas Chawla said, “It’s exciting to partner with Happilo in the journey of building their brand and scaling up their business. With D2Scale, our new centre of excellence for D2C brands, we will be leveraging an end-to-end approach to scale across marketplaces, instant delivery platforms and D2C channels.”

  • Social Beat’s Avinash Shenoy joins Tilt Brand Solutions

    Social Beat’s Avinash Shenoy joins Tilt Brand Solutions

    NEW DELHI: Avinash Shenoy has joined Tilt Brand Solutions as senior business director. He makes the move from Social Beat, where he was last serving as lead – business development and growth.

    At Social Beat, Shenoy was leading growth, focusing on brand strategy for business building communication, digital marketing, creative strategy, content marketing, and process control.

    Shenoy has over two decades of experience in advertising, brand management and marketing communications. In the past, he has worked with Pepsico and Reliance Capital and worked on execution of strategies for various marquee brands. On the agency side, he has managed key personal care brands for Unilever ads at Lowe and was part of a popular online jewellery brand where he worked towards delivering their growth hacking and digital marketing initiatives. Shenoy has also been associated with Famous Innovations, Publicis Groupe and Grey Worldwide.

    Tilt Brand Solutions was launched by former MullenLowe Lintas group CEO Joseph George in 2018.