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Tag: TikTok

  • TikTok donates Rs 100 cr worth medical equipment in India

    TikTok donates Rs 100 cr worth medical equipment in India

    MUMBAI: Video-sharing social media giant TikTok has made a donation of Rs 100 crore to the government of India to fight the coronavirus pandemic. Keeping the safety of India's medical personnel in mind, TikTok’s contribution covers 400,000 hazmat medical protective suits and masks, as an important safety measure.

    “The government of India has been making concerted efforts to contain the spread of the virus and through this donation we want to contribute towards this effort. With support from the union ministry of textile, this essential gear, which meets the prescribed standards and guidelines, is being handed over to the ministry of health and family welfare, government of India,” says a release.

    While citizens are practising social distancing and staying at home as a preventive measure, India's medical personnel are working tirelessly to keep all of us safe and protected. As a result, our medical doctors and health workers are the most vulnerable and exposed to the virus. At times like these, their safety is of utmost priority, said the release.

    Additionally, TikTok’s contribution also covers local/state level medical workers, as it has donated 200,000 masks, to Delhi and Maharashtra governments. 

    As a responsible organisation committed to the safety and security of citizens in India, TikTok said that it is open to extending further support by way of additional donations in the days to come.

  • Weekly TV viewing mins up by 8%, smartphone time spent up by 6.2% during Covid-19: BARC India & Nielsen

    Weekly TV viewing mins up by 8%, smartphone time spent up by 6.2% during Covid-19: BARC India & Nielsen

    MUMBAI: As India goes through an unprecedented lock-down in living memory due to the Covid-19 crisis, people are increasingly consuming more content on TV and smartphones, according to a report. BARC India and Nielsen have jointly put together a report to understand the changes in consumption behaviours of TV and smartphones, respectively, given the extraordinary situation surrounding the Covid pandemic and its fallout.

    Key highlights: –

    1.  Expectedly the COVID disruption period has seen an increase in television viewership – 6% increase in TV reach and 8 per cent increase in TV viewing minutes /week. The time spent on TV / viewer has seen a jump by 2 per cent.
    The PM’s address to the nation on complete lockdown garnered unprecedented viewership of 197 million watching it across the country. 
    2.  When we look at smartphone behaviour the time spent on smartphones per user has gone up by 6.2 per cent. The time spent/user/week on VOD apps has also seen an increase of 3 per cent. If we look at the increase in the time spent/user/week over that of the previous week (to take away the impact of cricket viewing in the PRE COVID period considered), we can see a jump of 5 per cent.
    3.  Kids’ schools being shut down and the stress of exams off their shoulders; this increase in Television viewing is driven by Kids (+20 per cent). With corporate India getting into work from home mode, we are seeing NCCS A showing an 11 per cent increase in viewership. Even on smartphone usage, the increase in driven NCCS A (+7.7 per cent) and 35-44 year olds (+10.7 per cent).
    4.  People staying at home means watching TV throughout the day and hence the growth in TV viewing is coming during non-prime time slots (8am – 5 pm).
    5.  The need for continuous updates expectedly has led to a huge increase in news consumption on television (57 per cent increase in Impressions), while spending more time as a family together could be leading to the movies genre and the kids genre also showing significant increases. 
    6.  This behaviour is seen in digital consumption as well with news and gaming showing huge increases. News apps saw 8 per cent more users per week with an increase of 17 per cent in time spent/user/week. This growth was led by non-English News apps (+87 per cent). Gaming apps saw an increase of 2 per cent in users/week and with a 11 per cent increase in time spent/user/week.
    7.  With a lot of uncertainty around what is happening, people have increased their time spent on chatting (+23 per cent) and social networking (+25 per cent) apps.  Almost all social networking apps – Facebook, Instagram and TikTok have seen significant increases not only in time spent /user/week but also in the sessions/ user/ week. 
    8.  Expectedly shopping apps, travel apps and food apps have seen a huge drop in both users/ week and time spent/user/week. 
    9.  It’s not just TV viewership that has seen an increase – we can advertising FCT on TV has increased by 13 per cent. 

    Sharing her views on the current surge in smartphone usage, Nielsen Global Media, South Asia country leader Dolly Jha said, “We are living through unprecedented times! physical social distancing seems to have led to a phenomenal growth in virtual social togetherness with an almost 20 per cent increase in time spent per user on chats, social media and news in the last one week. And we anticipate this to grow further.”

    Elaborating on the topic BARC India CEO Sunil Lulla said, “These are unfortunate and unprecedented times. Working closely with Nielsen, we bring for our customers and stake-holders, this very significant and important update, on change in content and advertising consumption behaviour, with a significant population at home. We will report soon enough, the impact of total lockdown. Our respective brave teams are working (WFH) round the clock to ensure the TV measurement currency, continues uninterrupted.” 

    On 24 March 2020, with the prime minister announcing a total lockdown in the country, peo ple are slowly coming to terms with the new normal. It started with many states enforcing the lock-down, partially and fully, and many places of work enforcing work from home (WFH). Faced with the predicament of not being able to move out of their homes, people are creating new ways of spending time productively.

    It is a well known fact that Television Viewing is an integral part of the Indian ethos. An average Indian is known to spend a considerable number of hours with 3 hours, 51 minutes every day on TV. So, it is obvious that forced confinement will lead to changes in TV consumption behaviour.

    Today if there is one device besides the TV which is an integral part of the Indian consumers’ lives, it is the smartphone. People today depend on their smartphones not just for communication and social interactions, but also for entertainment, banking and financial transactions, purchase of daily need goods like groceries, personal care to durables.  It is but natural that this period of forced confinement would also engender some change in the way people interact with their smartphones.

    As the situation continues to evolve in the coming weeks, BARC and Nielsen will also continue to track shifts in TV and Smartphone audience behaviour. Future reports will be released on a weekly basis to keep the ecosystem abreast of how audiences in India are adjusting their TV and Smartphones consumption around the new normal.

    BARC is the official currency on Television Measurement in India and Nielsen runs a 12000 strong smartphone panel passively capturing smartphone behaviour.
     

  • Dettol’s 4-step #HandWashChallenge breaks records on TikTok

    Dettol’s 4-step #HandWashChallenge breaks records on TikTok

    MUMBAI: Dettol, the leading germ protection brand in the country broke national records with the launch of its #HandWashChallenge on TikTok aiming to raise awareness on four simple steps of handwashing. Practicing hand washing for 20 seconds is one of the best preventive measures to avoid the spread of viruses as recommended by WHO. Interestingly, the challenge that kick started on 14 March 2020 witnessed over 18 Billion views and generated over 123K user participation videos in one week of starting the campaign.

    Strategically aimed at creating awareness among audience, a unique song has been created pairing it extremely well with the hashtag #HandWashChallenge. The hashtag filter has a branded Dettol strip across the top with the hashtag and names the steps involved in washing hands. The user can dance out the steps to the challenge and share it with their friends to further amplify the message on hygiene and safety.

    Commenting on the success, RB Health South Asia chief marketing officer Pankaj Duhan said: “We are elated with the response to the #HandWashChallenge, it has definitely become one of the most successfully led initiatives by any of our brands at RB. Understanding the consumer’s mindset is of the utmost importance to us, therefore our campaign communication is built in a way that creates meaningful conversations to drive awareness amongst consumers. The participation by TikTok users across India has helped deliver the right message in a more engaging and interactive manner. I personally would like to encourage more and more people to join this global health & hygiene educational exercise. Together, let us all build a healthier nation, four steps at a time.”

    He further added, “Over the past couple of weeks we have witnessed a lot of misinformation floating around hygiene practices, especially over the internet. Realizing the gravity of the issue and being the responsible brand, we felt it was our prerogative to initiate this awareness campaign.”

    The campaign witnessed several quirky activities on each day leading to increased consumer interest. Joining the force were some of Bollywood’s popular celebrities like Kartik Aaryan and Urvashi Rautela among several other TikTok influencers who have millions of followers on the platform. As part of Phase II, Dettol plans to take the challenge global by encouraging more users to participate while the audience worldwide.  

    Here is Kartik Aaryan’s TikTok video: https://vm.tiktok.com/saM3ng/

  • Zee Kannada garners 3 lakh followers on TikTok within 2 months

    Zee Kannada garners 3 lakh followers on TikTok within 2 months

    MUMBAI: Zee Kannada is the first Kannada GEC to activate a TikTok account on the onset of the year 2020. Crafting yet another social media platform to inspire viewers, especially women, to take initiatives and rise above circumstances to craft their own destiny by 'Bayasid'dha Bāgilu Tegiyōṇa', which translates to “Open Doors to Possibilities”.

    The channel’s most popular fiction and non-fiction shows, Compedy Khiladigalu, Jothe Jotheyali, Gattimela, Genes and Sa Re Ga Ma Pa are now garnering further popularity on TikTok with captivating content. The engaging content from Jothe Jotheyali and Gattimela easily resonate with the everyday life the viewers. Catering to the entertainment needs of all Kannada audiences, the initiation of this account has resulted in highly positive responses across TikTok users from the age of 18 to 30.

    "India is the fastest – growing TikTok market with 467 million downloads, as per Appinventiv. As of  13 February 2020, a quarter of TikTok’s downloads and over 40 percent of new users are from India. Zee Kannada is pleased to enter this space with the hope to find a place in the hearts and minds of fans by presenting viewers with best-in-class entertainment," the channel said. 

  • Short video content ecosystem grew by 100x in last two years: TikTok’s Nikhil Gandhi

    Short video content ecosystem grew by 100x in last two years: TikTok’s Nikhil Gandhi

    MUMBAI: Streaming services started democratising content creation a couple of years ago but TikTok has made easier for the mass also to express and create. Bytedance’s most popular app has taken young Indians by a storm along with boosting vertical video growth. TikTok India head Nikhil Gandhi said that they have been now on the forefront of creating a new economy.

    Gandhi got the mandate to lead  ByteDance’s most aspiring product in India last year. In a fireside chat with Indiantelevision.com founder, CEO and editor-in-chief Anil Wanvari at the Content Hub 2020, the TikTok India head shared the growth of short-format video, how TikTok is helping a new breed of creators, how they maintain a self-moderated standard of content. He said that the app actually promotes and inspires creativity. Moreover, it has given wings to young creators to fly , to showcase their creativity and bring out their art form.

    As he comes from a rich broadcasting background, it’s a new learning phase for Gandhi as well. He mentions the suit of four products from ByteDance that operate in India. Along with TikTok, helo, and Vigo Video, the latest addition is a music streaming app Resso. Hence, he pointed out that the suite of apps that they have reach out to all ends of the spectrum. He added that it has been a fascinating journey for TikTok. “We've taken off on a great start. And in the last two years, we've seen massive, massive growth as far as the user base is concerned in India,” Gandhi said. Although he did not reveal the exact number, reports say it boasts of 200 million users in India.

    “The average consumer in India spends a little less than three hours a day on TV. But he spends about three and a half hours a day being online. And out of that, he spends about two hours plus just watching video content. So I think it's a very, very encouraging trend for content creators who are in the digital space. And I think this is going to continue,” he commented.

    Not only video viewing is growing, the bite size, short video content ecosystem also grew by 100 X in the last two years. Gandhi shared the total consumption of short video was about 530 million per month in January 2018. Exactly after two years, about 5.3 billion minutes of short video is being consumed.

    “From our analysis, about 70 odd percent of people tend to continue to watch the entire short video which is a full length of one to three minutes. However, the moment you have a video, which is about 20 minutes, almost 24 per cent only consumed the entire content,” he said.

    While content creation has already become a career for many youngsters, Gandhi added that if a creator’s video is good, brands will also follow them. According to him, as long as the creator has the ability to promote themselves and bring out the art form, the app lends a lot of support. Many TikTok influencers are now working with brands, getting featured on TV shows, collaborating with B-Town faces. Even established creators are gradually coming on the platform. He said that the platform hosts right from popular creators to unique talent, which is unlikely on other platforms. He added that the discoverability is huge.

    But along with more native creators, the risk of unsolicited content also increases. Gandhi noted that TikTok has got a very comprehensive set of community guidelines to create awareness about trust and safety. They keep updating community guidelines every year.

    “We do a lot of social awareness campaigns for creators to make them conscious to promote the fact that they should be posting responsibly and sensitive issues that are related to India and overall trust and safety. And anybody who violates our community guidelines is not welcome on the app. So we take those content off the app,” he pointed out.

    “We have a very strong tested safety moderation system, which is a huge factory of about a huge number of people who are just constantly moderating content and the numbers of the total uploads as is huge on a daily basis is in India. So it's a very, very big push for us,” he added. 

  • The Content Hub 2020: Creators emphasise on importance of content quality over formats

    The Content Hub 2020: Creators emphasise on importance of content quality over formats

    MUMBAI: It was an exciting morning session on the first day of the Indiantelevision.com’s fourth edition of The Content Hub 2020, hosting discussions across a wide array of content-creation topics. Some of the most successful and powerful names from the content industry shared secret recipes and insightful and incisive analyses of churning out engaging stories.  The conversations revolved around every genre of content like long-form episodic, short-format videos and digital-original movies.

    The Korean connection!

    The session started with an investment banker-turned-film maker from South Korea who has now expanded his creative horizon to India. In conversation with Indiantelevision.com founder, CEO and Editor-in-Chief Anil Wanvari, Kross Pictures co-founder Thomas Kim stated how he started his career as an investment banker and then working in Walt Disney and Pirates of the Caribbean inspired him to become a filmmaker.

    ”I was working on a project where I realised that movies can be made with any kind of story. This thought stuck with me and I decided to become a filmmaker. So, I quit Disney and started my company in 2003. I am mostly active in Korea and China in making films and TV series based on famous IPs, mostly in comics and novels. In 2015 I had the pleasure to come out to India and worked on a film project called ‘Teen’ with Amitabh Bachchan. This was my first experience in Bollywood. Today I have offices in Seoul, Los Angeles, Mumbai and Hyderabad," Kim stated.

    Kim believes that not all stories are able to resonate in foreign countries, except some. He is currently working on the adaptation of the Bollywood film Kahaani and finds Indian films exciting and emotional. However, he feels there is a lack of disciplined storytelling in India. That's what Kross Pictures can bring to India.

    ZEE5’s content strategy relies on consumer understanding

    ZEE5 programming head Aparna Acharekar said that the core values of ZEE5 are based on three Cs – compelling content, convenience and the consumer-viewing experience.

    Acharekar said that the content must eventually give value for their money while increasing the viewing experience.

    “Relatable content that is real and resonates with the audience is going to work,” Acharekar says. She believes that convenience is the basic reason we see the shift of audience towards over-the-top platforms.

    The golden age of content

    Sooni Taraporevala, an Indian screenwriter, photographer and filmmaker best known for her work in Mississippi Masala, spoke on The Golden Age of Content at the Content Hub 2020. Taraporevala also shared her experience on the making of Salam Bombay and how a rejection from National Geographic changed her fate.

    Sooni Taraporevala believes it’s a golden age of content for writers and others as suddenly they are in demand. Yeh Ballet, currently on Netflix, proved to be a game-changer for her. A Harvard University student, Taraporevala came to movies both by chance and destiny. Her biggest lesson, ‘never hate the naysayers and never give up,’ made her successful and relevant in the industry.

    Uncovering opportunities to create great content

    The first panel discussion discussed uncovering opportunities to create great content. The panel was moderated by Bulldog Media and Entertainment co-founder and producer Akash Sharma. The panelists included: Zee Studios VP & head Ashima Avasthi, SonyLiv original content head Saugata Mukherjee, and Contiloe Pictures CEO Abhimanyu Singh.

    The panel discussed the drivers of content boom, how creating great content differs between TV and digital and content strategies adopted by production houses.

    Avasthi said:  "As technology grows and boundaries demolish, content boom has to happen. In our country it's fabulous to see how we have gone from television to every person watching content on mobile."

    According to Singh, the number of screens has increased as well as the number of audiences, and therefore, there is more requirement for content today.

    The panelists also said that there are opportunities in creating any kind of content as audiences are open to experience different genres. They also believe that the focus should be on telling the story and not on what the audience wants.

    We are hungry for people who have not been discovered yet: Netflix Aashish Singh

    Netflix, the streaming colossal that revolutionised the way of consuming content, is now trying to make inroads in India, said Netflix India original film director Aashish Singh, during an interaction with Indiantelevision.com founder, CEO and Editor-in-Chief Anil Wanvari. Along with long-format episodic content, the streaming giant promises a slate of 15 new original films by the end of 2020.

    Singh revealed the platform’s intent to work with new talent while not overlooking content quality.

    Singh reemphasised that good stories can come from anywhere and can be watched everywhere.

    Talking about new talents, he said the platform is working with ten new directors, nine writers, eight women directors and writers this year. “We are hungry for people who have not been discovered yet," he said. He made it clear that Netflix does not want to keep working with the same faces repeatedly.

    Once a film gets the nod, Netflix will have a positive involvement, helping the filmmakers throughout the project across segments including pre-production, post-production, VFX and finance, he said.

    TikTok has a comprehensive set of community guidelines: Nikhil Gandhi

    TikTok has taken the Indian social media universe by storm. Although TikTok India head Nikhil Gandhi did not reveal the exact numbers, he said that the platform has witnessed massive growth in the last two years in terms of the user base in India.

    He mentioned that the platform lends a lot of support for anyone with talent, which is unlikely on other platforms and provides huge discoverability too.

    He also added that short-form content is being enabled with the growth in vertical video format, which, according to him, was pioneered by TikTok.

    While there are a number of controversies around TikTok videos, Gandhi noted that it has a comprehensive set of community guidelines which it keeps updating every year. “We do a lot of social campaigns for creators to make them conscious about posting responsibly and be sensitive to issues relating to India,” he said.

  • Angel Broking launches “Smart Sauda” campaign to promote Angel iTrade Prime

    Angel Broking launches “Smart Sauda” campaign to promote Angel iTrade Prime

    Mumbai: Angel Broking, one of the largest full-service digital broking firms, recently launched its new campaign ‘Aage Badhne ka Smart Sauda’.  The campaign offers the Smart Choice of Angel iTrade prime against perceived stock investment related barriers, such as high brokerage fee, hidden charges and messy digital experience. Angel iTrade Prime offers its clients an opportunity to avail full suite of broking services including basic research and advisory, absolutely free.

    The comprehensive 360* brand campaign aims to leverage the quirky nature of the creative idea. The marketing campaign is built around digital first approach to target the millennials, primarily in tier 2 and tier 3 cities. The video creatives will be promoted on YouTube, as well as on the new emerging channels like TikTok & leading OTT platform such as Jio TV. Further, the communication will be amplified on Social Media and on-ground activation.

    Sharing his thoughts on the brand campaign, Mr. Prabhakar Tiwari, CMO, Angel Broking Ltd., said, “Angel Broking exists to navigate new age India to meet their financial dreams. At Angel Broking, we are experiencing a rapidly growing demand for our flat brokerage offering from the millennial audience, particularly in tier 2 and tier 3 cities. Our customers have strong digital maturity, as they seek an uncomplicated, self-service investment experience. Our new campaign “Smart Sauda” is designed around young India’s aspiration to transform their lives.”

    Speaking on the launch of the campaign, Vinay Agrawal, CEO, Angel Broking Limited, said, “With the launch of ‘Smart Sauda’ campaign, we aim to promote iTrade Prime that combines affordable pricing, cutting edge technology and end-to-end broking services, thus empowering customers to trade ‘smartly’. By slashing the brokerage charges to zero, we intend to promote equity investments as a preferred avenue for retail investors pursuing a long-term growth asset class.”
    Angel Broking Ltd., a full-service digital broking house has transformed the way retail trading is done in India and offers an extensive range of financial solutions. Be it providing services like easy to understand user interface for mobile applications and desktop platforms or opening an account within 5 minutes, with just a single click KYC, Angel Broking constantly works to optimize efficiencies of its platform across stages of designing, execution and acquiring customers thereby living up to the promise of being the right choice for new-age traders and investors. 

  • #IndeedPeDhoondo on TikTok to help India Get to Work

    #IndeedPeDhoondo on TikTok to help India Get to Work

    Mumbai: Indeed, the world’s no.1 job site, has partnered with TikTok, world’s leading destination for short format videos to launch their new campaign #IndeedPeDhoondo. Targeted at millennials and Gen Z, this campaign aims to create awareness about how the job search experience can be a simple process on a platform like Indeed. If there is any job on the internet, you can find it on Indeed, and this is the proposition that the brand conveys through this tie-up.

    Set to a catchy rap verse, Indeed’s new campaign grabs the attention of potential job seekers and introduces them to the brand that can help them find their dream job. In line with its earlier campaigns, Indeed continues to work towards creating awareness among job seekers while strengthening its audience connect by leveraging newer channels that are native to the latest cohort to join the workforce.

    Indeed has teamed up with popular creators of TikTok to start conversations around #IndeedPeDhoondo. The creator community of the platform is coming together to spread awareness about the challenges one encounters when searching for a job, and how Indeed offers a one-stop job search solution. The campaign’s key message centres on urging the ‘new’ India towards employment, through Indeed’s seamless and user-friendly job search options.

    Speaking about the partnership, Sashi Kumar, Managing Director, Indeed India said, “Our mission is to help people get jobs, and we work consistently to empower job seekers to find the job that is best suited to them through our offerings. With a platform like TikTok that hosts a varied and expansive user base comprising millennials and Gen Z, it is the perfect place for us to engage with job seekers. Indeed understands the requirements of the Indian job seeker, and aims to engage with the digital natives on their preferred platform.”

  • Ad spend on mobile to hit $240 billion globally: App Annie

    Ad spend on mobile to hit $240 billion globally: App Annie

    MUMBAI: According to the State of Mobile 2020 report by App Annie, this year comes out to be the biggest year for mobile, with advertisers fuelling the revenue. Mobile ad spends reach $240 billion as brands utilise mobile’s potential. The report also states that the war between streaming giants will heat up in 2020 and consumers will ultimately decide where they want to spend 674 billion hours on mobile.

    Apple arcade and Google play Pass will act on creating innovative new games for consumers and generate new revenue streams for publishers. After 2G, 3G, and 4G, 5G is the next battleground, and the gamers will be first to reap the benefits. Consumer and mobile ad spend to top $380 billion globally in 2020. 

    The report further stated that consumers have spent 50 per cent more sessions in entertainment apps in 2019 as compared to 2017. The increase in the adaptation of video streaming apps on mobile devices to watch movies, TV shows, concerts, and live events on-demand helped bolster demand for Entertainment apps.

    Availability of high-quality streaming platforms, increase in user-generated content, and offline mode becoming standardised were seen as the industry advancements that helped tip the scales from screen size to on-the-go viewing.

    As per the report, competition in the streaming space will help better user experiences to drive growth in downloads, revenue, and usage, which will ultimately lead to partnerships and consolidation to win the wallets of consumers long term.

    The report also stated that the entry of Disney+ into the streaming space along with other streaming colossal Netflix, Amazon Prime and HBO now as incumbents, AppleTV+ as a new entrant, HBO max and NBSUniversal’s peacock set to launch in 2020 has increased the competition.

    Around 25 per cent of Netflix’s iPhone users have also used Disney+ in Q4 2019, its highest overlap of users among top video streaming apps in the US.

    According to TikTok, it  saw the greatest two-year growth in cross-app usage of Netflix at over 135 per cent, enticing that the current competition in the video streaming space is heating up not only by traditional companies launching a standalone streaming service but from social media companies carving new mobile-first consumption pathways.

  • MissMalini launches MissMalini Trending

    MissMalini launches MissMalini Trending

    MUMBAI: MissMalini proudly launches MissMalini Trending – a social media news desk at an upscale Juhu outlet. The beloved blog’s first-ever news desk will feature digital influencers and experts in all their glory. The pioneer of Indian lifestyle blogging, MissMalini is a multi-media and multi-platform content portal with more than 10 million unique monthly followers across platforms.

    MissMalini founder and creative director Malini Agarwal said “MissMalini is delighted to introduce MissMalini Trending. This platform will feature the favorite digital superstars as today everyone wants to know what superstars wear, whom they date, what they eat, etc. I think these creators have a huge impact on the millennials in the nation. They also face immense pressure to live up to their image. A lot of work goes into keeping up with the perfect image that they put forth on the internet. This platform recognizes their work and motivates them to keep flourishing on social media.”

    In today’s world of social media, a digital influencer occupies the space of a Bollywood celebrity. Gaining popularity on platforms such as YouTube, TikTok, and Instagram, they have managed to position themselves as leaders and role models of the internet generation. They have become an integral part of the modern youth culture in India and play a fundamental role in shaping their personalities. This initiative works as a dossier to provide a personal account of all the creators enlisted on the page. The platform acknowledges their work and highlights any new developments and expansions made by them in their respective fields.

    Malini Agarwal launched her blog perched on a couch in 2008. Taking the digital world by storm, MissMalini's on the list of leading entertainment portals in India. MissMalini Entertainment supports emerging talent and uplifts fresh content creators. A productive digital space for new-comers, the company dedicates its efforts to guide up-coming influencers through their journey.

    An influencer herself, Agarwal has taken several initiatives including Malini's girl tribe to transform social media into a better place. She promotes positivity and spreading joy by eliminating trolls and shaming. Focusing efforts on building the women’s community, she contributes to associations such as the Women Innovation Entrepreneurship Foundation (WIEF) and the women by attending events organized by them. Empowering women and making a difference has always been centric to the celebrated blogger.