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Tag: Srishti Dixit

  • Dulcoflex has a gut feeling about change

    Dulcoflex has a gut feeling about change

    MUMBAI: Looks like it’s time for some toilet talk with a twist! Dulcoflex, India’s trusted digestive wellness brand, has launched its cheeky yet impactful campaign, ‘kNOw Constipation’, to get Indians talking about something we all do, but rarely discuss.

    Constipation affects one in every five Indians, yet the topic remains hushed behind closed doors. Dulcoflex wants to change that with a dose of humour and heart, turning an everyday discomfort into an open, stigma-free conversation.

    What makes this campaign stand out is its refreshing tone. Instead of awkward metaphors or exaggerated ads, ‘kNOw Constipation’ brings together popular comedians like Aanchal Aggarwal, Srishti Dixit, Soumya Venugopal, Gurleen Pannu, Jamie Lever, and Shreya Roy, using relatable stand-up sets to break the silence without mocking those who suffer.

    Opella CHC India head of brand & innovation Nupur Gurbaxani explained, “Campaigns around constipation often centre on men and trivialise the issue. With ‘kNOw Constipation’, we want women to lead the conversation, understand the problem, and address it right. Only when we know constipation, can we truly say no to it.”

    The campaign goes beyond laughs and likes. It will roll out across digital, radio, and grassroots initiatives, bringing awareness to both urban and rural communities.

    With 276 million Indians struggling daily and many relying solely on home remedies, Dulcoflex’s initiative brings a fresh, fearless voice to a subject long flushed out of public dialogue. Because, as Dulcoflex cheekily reminds us, it’s time to let it out.
     

  • The Future of affiliate marketing: Trends in social media advertising

    The Future of affiliate marketing: Trends in social media advertising

    Mumbai: As digital interactions dominate consumer behaviour, affiliate marketing is establishing a significant presence within the broader advertising sphere. The rise of social media platforms as powerful marketing tools has transformed how brands connect with audiences. This shift has not only altered traditional marketing strategies but has also redefined the role of affiliate marketing in driving conversions and brand awareness.

    As businesses look to adapt to changing consumer engagement patterns, understanding the future trends of affiliate marketing—particularly in social media advertising—is crucial.

    Growing Influence of Social Media

    Social media platforms such as Instagram and Facebook have become essential channels for affiliate marketing. These platforms allow brands to reach a wider audience and tap into the trust and influence of social media personalities. According to a survey conducted by Forbes, 83% of marketers leverage affiliate marketing to enhance brand awareness, highlighting the increasing reliance on social media channels to foster customer engagement and drive sales.

    The influence of social media personalities is significant. Their ability to connect with niche audiences provides a unique avenue for brands to promote products authentically. As a result, 6 in 10 brands are increasing their budgets for affiliate commissions, as reported by Martech Record, reflecting a growing recognition of the value that influencers contribute.

    Evolving Strategies in Affiliate Marketing

    With the surge in affiliate marketing, brands are revisiting their strategies to maximise effectiveness. A notable trend is the shift towards performance-based compensation models. Instead of paying flat fees for placements, brands are increasingly inclined to offer commissions based on actual sales or leads generated. This approach motivates affiliates to put more effort into their promotions and ensures that brands receive value for their investments.

    Moreover, the use of data analytics is becoming increasingly prominent. Brands are utilising advanced tracking and reporting tools to analyse the performance of their affiliate campaigns. By understanding which strategies yield the best results, companies can optimise their marketing efforts and allocate resources more effectively. This results in driving more traffic and improving conversion rates.

    Rise of Micro-Influencers

    While traditional influencers with large followings remain valuable, there is a noticeable shift towards micro-influencers. These individuals, typically with follower counts ranging from 1,000 to 100,000, often enjoy higher engagement rates compared to their more famous counterparts. According to Rakuten, 81% of advertisers are utilising affiliate marketing, and many are finding success by partnering with micro-influencers who can offer authentic recommendations to their dedicated followers.

    Micro-influencers tend to have a closer relationship with their audience, leading to a higher level of trust. This connection can be particularly beneficial for brands looking to penetrate niche markets. The authenticity that micro-influencers provide often results in increased conversions, making them an appealing option for affiliate marketing strategies.

    Affiliate Marketing Across Different Stages of the Buyer Journey

    Understanding the stages of the buyer journey is essential for effective affiliate marketing. Current data from eMarketer indicates that 56% of marketers use affiliate marketing during the awareness stage, 58% during the consideration stage, and 50% during the conversion stage. These statistics highlight how affiliate marketing serves as a valuable tool at multiple points in the customer journey.

    In terms of post-purchase retention, 32% of marketers report employing affiliate marketing strategies to keep customers engaged after their initial purchase. This approach fosters loyalty and encourages repeat business. Brands that implement post-purchase affiliate programs can benefit from ongoing customer relationships, ultimately driving long-term success.

    Impact of Technology and Automation

    As the affiliate marketing sector develops, technology plays a pivotal role in shaping its future. Automation tools are streamlining various processes, making it easier for brands to manage their affiliate programs. From tracking sales to optimising campaigns, technology enables marketers to work more efficiently and effectively.

    Additionally, advancements in artificial intelligence and machine learning are providing marketers with deeper insights into consumer behaviour. By analysing patterns and preferences, brands can tailor their affiliate marketing efforts to resonate more strongly with their target audience. This data-driven approach enhances the overall effectiveness of campaigns and increases the likelihood of conversions.

    As companies continue to invest in affiliate marketing, the potential for growth and innovation remains significant. By keeping an eye on emerging trends and adapting to the evolving nature of social media, brands can utilise affiliate marketing to achieve measurable success and drive long-term growth. According to eMarketer, anticipated spending on affiliate marketing is expected to reach $14 billion, emphasising the growing recognition of this marketing channel. Furthermore, as reported by Martech Record, 23.9% of companies attribute a notable portion of their marketing-driven revenue to affiliate marketing, indicating its strategic importance.

  • Bumble is back with new edition of its content series ‘Dating These Nights’

    Bumble is back with new edition of its content series ‘Dating These Nights’

    Mumbai: Dating and social networking app Bumble has launched the third edition of its series, Dating These Nights. Featuring Zoya Akhtar, Mrunal Thakur, Shriya Pilgaonkar, Jim Sarbh, Vijay Varma, and Srishti Dixit, the series aims to help people discover and navigate deeper and meaningful conversations around modern romance and dating in 2022. The series can be seen on Bumble’s YouTube channel.

    The first episode, ‘Romances and Bromances’, will feature award-winning filmmaker Zoya Akhtar and actor Jim Sarbh as they dive into “modern masculinity,” discussing what healthy masculinity looks like and more. ‘Age of Love’, the second episode will see popular actors Mrunal Thakur and Shriya Pilgaonkar discuss dating in their 30s—an interesting experience to date on their own terms and timeline. Ending the season, ‘Banking on Love’ will feature the star of the recently released film “Darlings,” Vijay Varma, and influencer Srishti Dixit, who explore the nuances of financial intimacy in relationships in the last episode.

    Bumble India communications director Samarpita Samaddar said, “We are excited to bring back our popular content series in its third edition, this year titled Dating These Nights. We’re flipping the switch with this after-hours series this year where we don’t sleep over it, instead we delve into deeper and more meaningful conversations around topics that are often considered taboo but need to be discussed openly. We are thrilled to be associated with such amazing talent, who are known to have carved their lives and journeys on their own terms. As a brand that understands and speaks to modern romance and evolving dating cultures in India, we hope Dating These Nights sparks more meaningful conversations and encourages healthy and equitable relationships.”

    Akhtar said, “Bumble’s Dating These Nights gives a platform to spark meaningful conversations on less-tackled topics around modern relationships that should be discussed openly.” 

    Sarbh shared, “I consider myself fluid when it comes to these concepts as I don’t hold myself to ‘what should be’ in terms of gender ideas. Masculinity is entirely subjective, but I believe we should consider each human being for what they are as opposed to caging them in societal norms. Hailing from an industry that easily typecasts, I am thrilled to be engaged in conversations that go beyond the shackles of traditional notions. More so with Bumble, as this turns out to be my second rendezvous with them, and I applaud the kind of work they do.” 

    When talking about dating in her 30s, Mrunal Thakur said, “To me, it’s being more assertive about your priorities. In retrospect, even when I meet people who are in their 30s, they are clear about what they want. I am seeking that sort of transparency. Being a part of Bumble’s Dating These Nights series has been an eye-opening process as I’ve been able to discover myself more. These conversations are surely causing a positive change in the world, and I’m happy that I’m a part of this progressive society and blessed that I can pursue life the way I want even in my 30s.”

    Sharing her dating experience in her 30s, Pilgaonkar said, “As you continue to evolve as a person, your idea of love changes, it matures. We get more comfortable with ourselves as we age, and this stems from self-love. In my 30s, I can say that I have a better grasp of who I am and the type of companionship I want to have. It’s time that we normalise dating and explore relationships in our 30s. Bumble’s series does just that by having open conversations and helping individuals navigate their relationships by prioritising themselves over societal norms.”

    Varma, speaking on financial intimacy in relationships, shared, “As a society, we talk about money all the time but we shy away from direct questions about finances as they tend to make us feel insecure. While this stems from patriarchal thinking, I believe this can be destigmatized during the first date itself. Questions like, “Who will pay for the date?” or “Do we split the check?” are a great way to start the money conversation. The idea is to get your partner comfortable with discussing money from the very beginning. Personally, I am a firm believer in having a space to openly discuss these matters in a relationship, and I’m so glad that Bumble is taking the effort to make this mainstream.”

    Dixit candidly spoke about her finances, “Growing up, as girls, we’ve been taught to be very frugal with our money. I believe a lot of them are still learning how to operate their finances better—how to make more, save more, and invest more of their money, and be assertive in such situations. I’m glad I got to associate with Bumble to emphasise the importance of being financially independent in a relationship because, ideally, that is what modern dating should look like. It should be an equal partnership.”