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Tag: Word

  • #SpreadWordSpreadLove campaign gets love on social media

    #SpreadWordSpreadLove campaign gets love on social media

    MUMBAI: The Covid2019 pandemic was a particularly dark time for students. With schools shut, the only effective and safe mode of imparting lessons was through online lectures. But due to lack of adequate facilities, infrastructure or means of family income, not every child could avail the benefits of digital education. In light of this, influencer marketing company Word has teamed up with the NGO Teach for India for the #SpreadWordSpreadLove campaign, which aimed to facilitate education and amenities for the under-privileged students to achieve a brighter future.

    Started on 9 November, this social-media driven donation drive culminated on World Kindness Day i.e. 13 November and was deemed to be a massive success.

    Word x Teach For India encouraged their audience to be a part of something meaningful by giving students of Teach For India digital access to education. Not only that, almost 20+ content creators and celebrities like Dia Mirza, Aisha Ahmed, Tridha Chaudhary, Karan Dua, Sana Khan, Sameera Reddy and more stepped forward to #SpreadWordSpreadLove for this noble cause. All the proceeds garnered from this donation drive will go towards the students at Teach For India to make their year memorable by providing learning devices to facilitate online learning.                     

    Word & Alchemy Group COO Dharika Merchant said, “This year has been a roller coaster ride for many – be it from losing a source of income to lacking basic amenities to learn at home. A lot of unfortunate families have had to face hardships owing to the pandemic which has hampered the growth and learning of students across the country. Therefore, this World Kindness Day, we at Word decided to do a kind gesture by influencing goodwill and bringing in the festivities for the under-privileged children. Our network of social media influencers also decided to contribute their bit to our noble cause and spoke about this initiative across their social media channels in order to encourage donations amongst their audience. We are thankful to each of one of you for stepping forward and contributing towards this cause because each donation counts. “

    She further added, “#SpreadWordSpreadLove has been a massive success and highlights the essence of giving back to society. Logging thousands of keen donors from the campaign with people coming out in abundance to support this cause. This initiative is also an epitome of what a successful Instagram driven campaign looks like – with 66 per cent of the total donations rerouted through content pieces on Instagram.”

    This campaign highlighted the travails faced by less fortunate students in attaining access to proper education and was aimed at raising awareness about giving back to society on the occasion of World Kindness Day.  The power of social media influencers coming forward to support this initiative has helped raise more donations because when the influencers talk – their followers really listen.

  • Mahhi Vij and Jay Bhanushali collaborate with WORD for Diwali

    Mahhi Vij and Jay Bhanushali collaborate with WORD for Diwali

    MUMBAI: Influencer marketing company WORD has released a special collaborative feature with television celebrities and power couple Mahhi Vij and Jay Bhanushali for its Diwali edition of #5MinutesofFame blog series. #5MinutesofFame is a spotlight corner on WORD’s blog page, wherein the company aims to showcase stories of brilliant creators while connecting audiences to their favourite influencers.

    The latest feature with Mahhi Vij and Jay Bhanushali is a five-minute read where they get candid about their Diwali plans, Mahhi's instant connect with Cadbury which reminds her of the festive mood and tips to make interesting festive content. Jay talks about his all-time favourite actors, message for brands looking for influencer collaborations and many more fascinating conversations pieces.

    WORD & Alchemy Group COO Dharika Merchant said, “With Diwali just round the corner, the celebratory spirits of the audience are really high and owing to the current situation, they are consuming festive content like never before. They love to engage with their favourite celebrities and get inspiration on what to do especially during the festivities. Diwali also happens to be a time when families are even closer together and what better opportunity than this occasion, to collaborate with television’s favourite celebrity family and power duo – Mahhi Vij & Jay Bhanushali. Basis our insights, we know that the audience greatly resonates with them. So, we brought them onboard for the Diwali edition of #5MinutesofFame to get them closer to their followers.”

    Mahhi Vij & Jay Bhanushali commented, “Diwali is our favourite festival because it means celebrations, positivity and lots of light. In the spirit of this festive occasion, we are excited to have collaborated with WORD for their Diwali edition of #5MinutesofFame blog series.”

    They further added, “This year, we encourage you all to stay at home and prioritize the health of your family and yourself. Stay safe and say no to crackers! We wish you a happy Diwali.”

    Mahhi Vij and Jay Bhanushali have collaborated on some interesting campaigns with WORD in the recent past. This Diwali feature comes just in time for the festive season.

  • AndBeyond.Media, VidTent, WORD, Localyze & OneLoop come together under the Alchemy Group banner in a strategic collation to deliver solutions that solve for next-gen audiences

    AndBeyond.Media, VidTent, WORD, Localyze & OneLoop come together under the Alchemy Group banner in a strategic collation to deliver solutions that solve for next-gen audiences

    MUMBAI: The decision to house both legacy and new businesses under one roof comes after identifying a need in the market to solve for existing internet users as well as for new-age audiences in the digital ecosystem.

    AndBeyond.Media, a global On-Demand Native and Programmatic solutions business, along with VidTent & WORD formed a strategic collation under a new parent banner – Alchemy Group. Alchemy Group then launched two new business offerings in the Indian market; Localyze, that offers local language Transcreation & Media solutions and OneLoop that is an end to end Digital Audio Marketplace which together was the coming of five distinct businesses solving for diverse verticals. These brands aim to create a breakthrough in Digital Media, Video Content, Influencer Marketing, Localyzation services and Digital Audio.

    “Traditional digital marketing no longer makes the cut when trying to build brand stickiness amongst current & forthcoming audiences. All businesses under the Alchemy Group will have a laser focus towards ensuring offerings that can enable Brands, Publishers & Content Owners to communicate, reach and convince across all digital touchpoints, ensuring a consistent, holistic experience, no matter what digital medium, language, platform or format they interact with,” says Karan Gupta, CEO, Alchemy Group. “We want to take a strong proactive approach in building products and services that are future-ready & scalable to handle more advanced, tech savvy brands and consumers”.

    WORD was created with the goal to focus entirely on influencer marketing as a business so as to deliver high-impact, real experiences and campaigns through our private network of 30,000+ influencers.

    “Influencer marketing as a category has seen a meteoric rise in the past 2 years and shows no signs of slowing down. We are very bullish about our investment and growth in this category. Being in content is not easy and our aim is to solve that with WORD. Its offerings is the Group’s answer to the content and influencer marketing vertical. Since its launch in early 2018, WORD has carved a niche for itself in the new buzz-word of Marketing within the new-age channel of communication via strong Influencer advocates. We are currently working on expanding our

    product offerings from being an Agency to a more platform driven Marketplace model that has proven to be successful in many other Western markets that cater to all types of businesses in order to make Influencer Marketing accessible to brands irrespective of their campaign goal, budgets and a strong Micro / Macro Influencer base”, says Dharika Merchant, COO, Word & Alchemy Group.

    Solving for the BIG regional marketing communication need gap, Localyze will concentrate on delivering an end to end solution that will allow local and highly targeted regional messaging across all digital channels within the Indian regional language ecosystem.

    “Our focus is targeted specifically towards brands looking to expand into regional markets; it will provide a content-first approach where a team of domain experts and transcreators will work together to deliver the brand’s message across digital properties while making sure that the core message isn’t lost in translation. The localyzation solution along with our legacy of native ads and programmatic business (AndBeyond.Media) are able to deliver marketing communication without losing the tone & dialect with the reach across regional sites where the right audiences are present. This not only makes a customer more susceptible to a marketing message delivered in their local language, but also targets them with highly relevant advertising to break through the media clutter”, said Pankil Mehta, CBO, AndBeyond.Media, Localyze & Alchemy Group.

    The Group’s latest venture, OneLoop, recognizes voice and digital audio channels as a rapidly growing market. Its purpose is to bridge the gap in distribution and high performance monetization by offering an all-encompassing platform that offers high quality audio content to publishers and empower brands with an engaging way to deliver Innovative Audio ads to audiences where they are consuming the same.

    Alchemy Group will constantly be at work to ideate and launch more innovative technologies in collaboration with domain experts to solve future need gaps in the market. “Alchemy Group was formed with the vision of solving for the next generation of users coming online and our aim is to have Alchemy bring together all of its businesses by Igniting Ideas, Building Bonds and Creating Magic ”, added Gupta.
     

  • Word, Visual and Viral – decoding Marketing to Millennials at The Quint’s new youth marketing platform

    Word, Visual and Viral – decoding Marketing to Millennials at The Quint’s new youth marketing platform

    MUMBAI: India’s homegrown media brand focused on millennials, The Quint, recently launched a new youth marketing platform with the first edition of ‘Marketing to Millennials’held in Bangalore.Future editions are in the works for Delhi and Mumbai. 

    The highlight of the event was anengaging panel discussion featuring industry heavyweights, disruptors and respected content creators. The panel included Gaurav Jeet Singh, GM, Media Services, South Asia at Unilever, representing a media buyers’ perspective; Dhanya Rajendran, Editor in Chief, The News Minute and Umang Bedi, President at Daily Hunt, representing content publishers and aggregators; Siddharth Nambiar, Head, Amazon Prime Now, representing the e-commerce landscape; and Sudarshan Gangrade, Founder, Lo!Foods, and former CMO of Ola Cabs, representing disruptive start-ups trying to win loyalty among millennials.The panel was moderated by Ankit Dhadda, Head of Marketing for The Quint & BloombergQuint.

    The discussion kicked off with a key concern that almost every product or service faces with millennials – how to build loyalty in this seemingly fickle target group with short attention spans. With a range of perspectives coming in, all voices seemed to converge in their opinions to state that loyalty was perhaps a bit overrated. Gaurav Jeet Singh used a very real example when he mentioned that even a simple product like body soap has never been a constant in his life. However, loyalty remains a vital aim for marketers and today needs to be viewed from the perspective of ensuring repeat purchases from the same buyer.

    The discussion also touched upon touchy topics such as tackling social media backlash, what with the recent backlash against Surf Excel over a television spot; as well as topics like the role of Indic languages to create wider reach;understanding the realm of influencers in marketing, etc. 

    The key takeaway from the panel discussion was the fact that brands need to focus on producing original, fun and engaging content to truly capture the imagination of millennial audiences. Both Siddharth Nambiar and Dhanya Rajendran emphasized that if content is authentic and has great quality there is very little that needs to be added and embellished from that point on.

    Summing up his forward mission based on the discussion, Umang Bedi said, “Connection with millennials has to be deep and impactful. Honest. Not based on time spent but in impact created.” He added, “To make something go viral one must create a connection that is common and transcends geographies, language, race and creed.”

    Sudarshan Gangrade,formerly with Aadhar and Ola Cabs and who has now ventured into a start-up that focuses on the insight that the millennial generation is the most health-conscious in history said,
    “Which channels to engage with millennials is a media and distribution problem. Solving it will always be difficult due to the multitude of channels, mediums and screens. The sheer number of channels to engage make it more important than ever that the brand has a simple, clear and single message and consistently at that.” He added that brand owners targeting millennials shouldn’t indulge in short term or frivolous content because millennials can see through fake messages. “Don't associate with social causes, just so that you can look good as a brand. Consumers see through it when the messaging changes from one brand manager to another.”

    While small brands may have more room for experimentation than large, established brands, the professionals on the panel all seemed to agree that the basic tenets of marketing remain the same for all consumers – millennial or not.The hooks to engage a consumerremain the same – identify what is important to themand connect through that. The panelists also felt that understanding changing consumer behavior is getting extremely challenging not only because of a multitude of channels but also a natural evolution in how people communicate.

    Commenting on the highly engaging panel discussion, Ankit Dhadda said, “The Quint’s Marketing to Millennials workshop had an exceptionally talented and experienced panel where everybody eagerly jumped in to address the challenges that are often put forth in board rooms across corporate India today. We are glad that our learning at The Quint & BloombergQuint is now compounded by the knowledge shared by our esteemed panelists. I’m looking forward to the next edition of Marketing to Millennials to continue this conversation.”