Tag: YouTube

YouTube eyes the big screen as 38 per cent tune in for TV and film

MUMBAI: YouTube’s not just for prank videos and pet fails anymore. That was a point made by YouTube global head Neale Mohan earlier this year when he talked about the platform being watched more on TVs in the US than on handsets. Now, this has been confirmed by the latest consumer research from Ampere Analysis. The only difference it is beginning to spread globally.

Nearly four in ten (38 per cent) of the platform’s global monthly users watch traditional TV shows, films and documentaries. The shift signals YouTube’s growing ambitions beyond the smartphone screen—right into the living room.

Once the digital playground of vlogs and viral clips, YouTube is fast becoming a home for full-length content from major studios and broadcasters. And it’s not just padding out the platform—TV and film content now ranks among YouTube’s top five most-watched genres. Documentaries alone are pulling in 24 per cent of users each month, while 23 per cent are turning up for shows and movies.

What’s interesting is how distinct the audiences are: only 22 per cent of viewers watch both. The rest are split between docu-devotees (41 per cent) and drama-only fans (37 per cent). And while the appeal spans age groups, there’s a slight tilt towards 35–44-year-olds and family households.

The trend is strongest in Asia Pacific (45 per cent) and Latin America (40 per cent), but less so in Western Europe (28 per cent). North America sits bang on the global average at 37 per cent.

The rise of smart TVs is a game changer here. While smartphones still dominate (used by 77 per cent of long-form viewers), a hefty 34 per cent of those watching both docs and dramas are doing so on smart TVs—compared to just 22 per cent of all YouTube users.

Ampere, senior research manager Daniel Monaghan sums it up: “YouTube has come a long way from meme montages and low-res vlogs. We’re now seeing serious, studio-backed content that’s pulling in eyeballs. Sure, there’s a risk of cannibalising traditional platforms—but the ad-share potential and massive reach make it a no-brainer.”

Whether YouTube counts as TV may still be up for debate. But with your gran and your sis now watching documentaries on it from their smart TVs, it might just be time to drop the “user-generated” label.

May 21, 2025
Boult turns up the volume on CX with Kapture integration

MUMBAI: In a world where every second counts, Boult Audio is making sure not a single beat is missed even in customer support. Boult Audio, one of India’s fastest-growing consumer electronics brands, has partnered with Kapture CX, a SaaS-based customer experience platform, to supercharge its customer support ecosystem. The move comes as Boult scales its operations with a sale every three seconds and over 3 crore units sold since its 2017 debut.

With over 150 service centres across the country, the brand needed a powerful, centralised solution to handle the growing tempo of customer queries. Enter Kapture, a platform that brings together social, app, web and call support into a single dashboard, fine-tuned for today’s hyper-connected consumer.

“As we grow at a rapid pace, ensuring seamless and efficient customer support is non-negotiable,” said Boult Audio co-founder Tarun Gupta. “Kapture CX has made a real impact across our support operations, improving productivity and creating smoother experiences for customers at every touchpoint.”

The integration enables Boult to juggle multiple customer interactions across Instagram, Facebook, Whatsapp, Youtube, Play Store, App Store, and more all without missing a note. Thanks to automated ticketing, API-powered order tracking, and cloud telephony, customer issues now land in the right hands, with faster resolutions and fewer back-and-forths.

“This collaboration is a milestone,” said Kapture CRO Gaurav Juneja. “Boult is a brilliant example of a brand pushing the envelope in both innovation and service. With our real-time insights, multichannel automation and agent-friendly tools, we’re excited to help them keep their CX pitch perfect.”

From agent productivity dashboards to built-in knowledge bases and vernacular content support, Kapture equips Boult with the data and tools needed to fine-tune support in every region. Even past service records from legacy systems are carried forward ensuring that every customer story, from warranty woes to tracking troubles, stays intact.

With this high-decibel integration, Boult Audio isn’t just selling gadgets, it’s orchestrating a symphony of support.

May 16, 2025
Interio brings cool comfort home with Summer Chill Deals campaign

MUMBAI: Turning up the style and turning down the heat, Interio’s latest campaign is a breath of fresh flair. Interio, one of India’s leading furniture brands under the Godrej Enterprises Group, has launched its sunny new campaign, Summer Chill Deals, showcasing how modern Indian homes can beat the heat with cool customisation and hot deals. The campaign comprises three breezy films that highlight the brand’s diverse range of stylish and functional furniture, designed to mirror the tastes, quirks and daily dynamics of today’s families.

Whether you’re a colour-coordinated maximalist or a minimalist with a Pinterest obsession, Interio promises a personalised fit. From the modular Upmods range perfect for those who want flexibility with flair to bespoke sofa fabrics and user-designed kitchens, every piece becomes an extension of personal expression.

Speaking about the films Interio head of integrated marketing & communications Reshu Saraf said, “At Interio, we believe that home space is deeply personal. Our furniture isn’t just functional, it’s a canvas for self-expression. From modular innovations like our Upmods range, which allows for limitless customization, to our wide array of styles, colours, and materials, we enable customers to create spaces that truly reflect their individual taste. Our summer campaign brings this philosophy to life, celebrating the creativity and uniqueness of every Indian home. For over decades, our commitment to style, design, and personalization has made us a trusted part of Indian homes and a beloved brand for families across the country.”

Each campaign film captures relatable everyday moments: the social media-savvy parent trying to recreate a ‘dream home’ setup, the couple debating kitchen finishes over brunch, or the solo dweller designing a living room that suits both Netflix and nap time. The message is clear Interio makes it personal.

To sweeten the deal, the brand is offering up to 35 per cent off on furniture and a chance to win a free Godrej AC, adding a literal chill to the Summer Chill Deals. The campaign is being rolled out across Youtube, social media, and print, ensuring it reaches digital explorers and newspaper loyalists alike.

As Indian consumers increasingly seek out spaces that reflect their identity, Interio steps in not just to furnish homes, but to frame the stories within them.

May 13, 2025
Blum’s the word as furniture fails get a funny fix on screen

MUMBAI: When furniture starts groaning louder than your Monday blues, it’s time to check what’s ticking or rather, sticking behind those sleek surfaces. Blum India’s latest ad campaign takes a delightfully droll route to spotlight the unsung heroes of furniture design: the fittings. Yes, those tiny hinges and drawer runners you never think about until they squeak, jam or downright revolt.

With a trio of chuckle-worthy films, the Austrian fittings giant turns everyday domestic drama into relatable comedy. There’s the drawer that refuses to glide, the door that slams like a moody teenager, and the overhead cabinet that needs two hands, a prayer, and a balancing act to open. Each ad ends with a simple fix: Blum’s quietly brilliant engineering.

From the feather-light glide of the Legrabox drawer system to the whisper-soft closure of Clip top Blumotion hinges, and the gravity-defying ease of the Aventos lift-up mechanism Blum’s fittings promise to make your furniture behave, beautifully and silently, for years.

Explaining the need for the ad campaign, Blum India managing director Nadeem Patni said, “While our business primarily targets B2B customers, end consumers are at the heart of everything we do at Blum. We wanted a new campaign that could appeal to a broader audience, particularly everyday furniture users. While communicating about the convenience of using our fittings remained the central message, we were determined to put it across with a touch of humor.”

National award-winning filmmaker Bauddhayan Mukherji, aka Buddy, expressed his excitement about the campaign, saying, “When Nadeem and Neelam from Blum India suggested the humor route, I was pleasantly surprised. It meant we needed a cracker of a campaign. This set of films for Blum are those rare ones where everything just falls in place. Hope the viewers love the films as much as we did while making them.”

The humour-packed spots come courtesy of National Award-winning filmmaker Bauddhayan Mukherji, aka Buddy, who called the collaboration one of those rare campaigns where “everything just falls into place” unlike most poorly-fitted cabinet doors.

Catch the campaign on Blum India’s Youtube and Instagram, and the next time your drawer throws a tantrum, you’ll know exactly what not to blame: the carpenter.

May 6, 2025
YouTube India taps Gunjan Soni to drive next phase of growth

MUMBAI: YouTube has picked a heavyweight to steer its India ambitions. Gunjan Soni, the former Zalora chief executive and Myntra marketing whiz, has been named country managing director, YouTube India — in a move that underlines the platform’s laser focus on India’s booming creator economy.

Announcing the appointment, YouTube Asia Pacific vice-president and managing director Gautam Anand hailed India as one of YouTube’s “most vibrant and crucial markets”, adding that Soni’s arrival signals an even stronger commitment to creators, users, and India’s digital future.

With over two decades of leadership experience across e-commerce, tech, consulting, and media, Soni brings heavyweight credentials. Her CV reads like a greatest hits album: she led the turnaround of Jabong under Myntra, turbocharged Zalora’s regional expansion in southeast Asia, helped launch Hotstar at Star India, and pioneered data-led marketing at McKinsey.

Fortune 40 under 40 honouree and board member at CBRE group, Soni is no stranger to building brands at scale — nor to nurturing ecosystems where creativity and commerce collide.

Now based in Mumbai, Soni’s new playbook for YouTube India is packed with ambition: strengthening the creator economy, expanding shopping and video commerce, growing shorts and connected TV, and deepening user engagement across generations. In her own words, the goal is to “unlock intuitive, innovative formats” that empower Indian storytellers — from school kids shooting shorts to grandparents binge-watching devotional channels.

“As a family of enthusiastic YouTube users ourselves — from my seven-year-old nephew to my 70-something mother — I’m truly excited to lead a platform that touches lives across generations,” said Soni in a spirited note to the community.

April 28, 2025
Zouk and Kriti Sanon unpack pride and purpose with A Bagful of You campaign

MUMBAI: Fashion just got a little more soulful and a lot more personal as Zouk, India’s proudly vegan and 100 per cent Indian lifestyle brand, has launched its latest campaign, A Bagful of You. Featuring National Award-winning actress Kriti Sanon as the face of the movement, the campaign isn’t just selling bags, it’s celebrating roots, resilience, and cultural pride.

Rolling out during IPL 2025 across Connected TV, Youtube, and Meta’s social platforms, A Bagful of You marks Zouk’s grand debut on India’s biggest cricketing stage. Offline, the campaign is making waves too, turning malls and city streets into style runways where tradition meets ambition. With Zouk’s signature Indian prints and cruelty-free materials front and centre, the message is loud and clear: fashion isn’t just what you wear, it’s who you are.

Commenting on the launch, Zouk founder Disha Singh said, “With ‘A Bagful of You’, we wanted to spotlight something that often gets overlooked the silent strength, pride, and individuality of the modern Indian woman. She is everywhere. She’s in cities and small towns, boardrooms and classrooms, weaving tradition into ambition every single day. At Zouk, we build cultural continuity into daily life. Our prints are proudly Indian, our materials consciously vegan, and our purpose deeply personal. This campaign is an extension of the message that fashion serves beyond looking good, it honours one’s connection to their identity and culture.”

Kriti Sanon shared her personal connection to the campaign’s message as well, saying, “What spoke to me most about ‘A Bagful of You’ is that instead of selling an image, it’s a reminder of who we already are. What I carry says everything about what I stand for. Whether it’s a mood, a memory, or a moment of pride, it’s all part of me. So, beyond an
accessory, it’s an extension of my personality, my roots, and my values. Zouk’s bags, with their beautiful Indian prints and cruelty-free materials, make that connection even stronger. When I carry a Zouk, I carry my culture with me, and I do it with pride.”

Built on the belief that fashion should fit your soul, not just your style, A Bagful of You blends Zouk’s design philosophy with a relatable, heart-warming narrative that resonates with modern Indian women. It reflects everyday pride from boardrooms to classrooms where ambition and tradition weave effortlessly together.

With over 15 lakh happy customers and exclusive stores now in Mumbai, Pune, Bangalore, Lucknow, and Gurgaon, Zouk continues to expand its footprint across India. The brand recently launched its women-first luggage line, further solidifying its commitment to creating functional, stylish essentials for today’s traveller.

As Zouk grows its community of vibrant, rooted, and fearless women, A Bagful of You stands tall as a reminder that true style isn’t about fitting in, it’s about standing out, authentically.

April 28, 2025
Paw-sitive steps needed as pet obesity balloons globally

MUMBAI: In a world where pets are cherished like family, a weighty problem is growing literally. Nearly 40 per cent of adult cats and dogs are now considered overweight or obese globally, according to a recent study by Royal Canin, and the scale isn’t tipping in their favour anytime soon.

As part of its 25th Vet Symposium held in Montpellier, the pet nutrition leader revealed findings from a multi-country survey of over 14,000 pet owners and 1,750 veterinary professionals that shines a spotlight on a creeping crisis: most pet parents are in the dark when it comes to managing healthy weight. In fact, 26 per cent of respondents admitted they don’t even know what their pet’s ideal weight should be.

Even more alarmingly, 17 per cent cited misinformation as a major barrier to keeping pets fit. Social media emerged as an unexpected culprit while it’s the go-to for over 55 per cent of Gen Z pet owners seeking nutritional advice, it’s also where myths can spiral. As veterinary professionals struggle to cut through the noise, nearly one in three said mixed messages are making it harder to talk honestly with owners about weight.

“At Royal Canin, we believe that better health starts with better conversations,” shared Royal Canin R&D team member and a veterinary nutritionist Tabitha Hookey focused on obesity and diabetes. “Through providing accessible and credible information, we’re aiming to support pet owners with clear, science-based advice to help more pets live their healthiest lives. Through partnering with an expert panel and using social media to maximise our outreach, with this campaign, we hope to be able to empower even more pet owners with a better understanding of healthy pet nutrition and weight management and, ultimately, to promote dialogue with the veterinary professionals that care for their pets.”

University of Liverpool Small Animal Medicine in UK Professor Alex German comments, “Pet obesity can have a serious impact on both quality of life and lifespan. Helping pets maintain a healthy weight is one of the most important things we can do to ensure they live longer, happier lives. Encouraging open, supportive conversations between veterinary professionals and pet owners is key to making good nutrition and weight management a natural part of everyday pet care.”

The problem often starts early. The study revealed that nutritional imbalances during a pet’s developmental years can shape their lifelong health. Meanwhile, 41 per cent of owners confessed to offering treats when pets seem sad or lonely, and three in four admitted to feeding pets human food 31 per cent of whom believe it does no harm.

Royal Canin’s survey pinpointed the top culprits of pet obesity as:

1 Overfeeding (39 per cent)

2 Lack of exercise (36 per cent)

3 Poor quality food (17 per cent)

4 Human food indulgence (14 per cent)

5 Lack of awareness around weight issues (11 per cent)

To counter this, Royal Canin has launched the #ScalingTheConversation campaign, a digital-first push targeting Gen Z pet parents via Instagram, Youtube, and creator-led content. The initiative focuses on empowering veterinary professionals to start more effective conversations with pet owners about nutrition and healthy weight management.

This year’s symposium drew over 550 participants from 70 countries, all united by the belief that weighty conversations lead to lighter, happier pets.

So, whether it’s fewer treats, smarter portions or more walks, one thing is clear when it comes to pet health, knowledge really is power, and the time to talk is now.

April 23, 2025
Netflix shrugs off downturn fears as ad tech rollout bears fruit

MUMBAI: Netflix executives are feeling rather chirpier about their prospects, even as storm clouds gather over the global economy. During their Q1 2025 earnings call, co-CEOs Ted Sarandos and Greg Peters dismissed concerns about consumer belt-tightening, insisting that home entertainment has historically been “resilient” during lean times.

“Entertainment historically has been pretty resilient in tougher economic times,” Peters told analysts. “Netflix specifically also has been generally quite resilient, and we haven’t seen any major impacts during those tougher times.”

The streaming behemoth is ploughing ahead with its advertising ambitions, having just rolled out its proprietary ad tech platform in Canada and the US, with plans to expand to its remaining 10 ad markets in the coming months. Peters confidently predicted the company would “roughly double” its advertising revenue in 2025.
“We aren’t currently seeing any signs of softness from our direct interactions with buyers,” he said. “Actually, to the opposite, we’re seeing some positive indicators from clients as we approach our upfront event.”

The firm’s first-party ad tech platform is already yielding dividends, offering “more flexibility for advertisers” and “fewer activation hurdles,” according to Peters. In the US, Netflix has significantly expanded its targeting capabilities based on “life stage, interest, viewing mood” and third-party data.

Sarandos reiterated that the company’s live strategy extends beyond sports, though he confirmed Netflix will broadcast a second NFL Christmas Day game in December 2025. The company will also stream the Taylor-Serrano boxing rematch in July, following on from the Tyson-Paul fight that generated substantial buzz.

When questioned about potentially competing head-to-head with YouTube in short-form content, Peters struck a pragmatic tone: “We think the biggest opportunity we’ve got is actually going after the roughly 80% share of TV time that neither Netflix nor YouTube have today.”

Meanwhile, chief financial officer Spence Neumann assured investors that excess cash flow would predominantly be returned to shareholders through buybacks, absent any “meaningful M&A.” The company maintains its full-year operating margin guidance of 29 per cent.

April 20, 2025
Hungama Music pulls plug, India’s streaming scene shrinks

MUMBAI: Another one bites the dust in India’s cut-throat music streaming scene. Hungama Music is throwing in the towel, announcing its service will be switched off from 15 April, leaving users’ downloaded tunes and libraries gathering digital dust. This follows the premature demise of Resso and Wynk Music, making it a proper hat-trick of Indian streaming services hitting the skids in just over a year.

“Downloaded music and library content will no longer be available,” Hungama Music informed its users.

Resso, owned by ByteDance, blamed “local market conditions” for its January 2024 exit, while Wynk Music, owned by Bharti Airtel, effectively rolled its users into Apple Music after a strategic partnership.

Despite India’s booming streaming appetite – second only to the US in terms of sheer volume – local players are finding it a right pickle to compete with the global giants. YouTube, with its 462 million users, remains the undisputed king, while Spotify’s global clout and Apple Music’s strategic tie-ups are proving too much for many to handle.

Hungama Music, which ditched its freemium model for a subscription-only approach last year, clearly couldn’t keep up. Even a recent partnership with Virgin Music Group, aimed at boosting Indian regional music, wasn’t enough to save it from the digital graveyard.

“It’s a proper David versus Goliath situation,” a source close to the Indian music scene quipped. “These global behemoths have the cash and the clout to snap up users, leaving local players struggling to get a look-in.”

With only Gaana and JioSaavn left standing, the question now is whether they can survive the onslaught. Can they whip up subscription packages that are both tempting and wallet-friendly enough to keep punters from straying? Or will they too end up singing the blues? One thing is for certain, the Indian music streaming scene is proving to be a proper dogfight.

April 15, 2025
Doms draws up a million reasons to celebrate on Youtube

MUMBAI: Crayons out and cameras rolling, India’s beloved stationery brand Doms has more than just colour to celebrate. The brand has crossed a major Youtube milestone, turning digital engagement into a canvas of creativity and connection.

Known for fuelling the imagination of learners, creators, educators, and dreamers alike, Doms has used its Youtube platform not just to showcase products, but to spark inspiration. From animated shorts to emotionally resonant brand films, influencer collabs to classroom hacks, Doms’ channel has evolved into a vibrant hub for self-expression, curiosity, and ambition.

Doms chief marketing officer Saumitra Prasad said, “At Doms, we understand that behind every great ambition is a story of preparation, learning, and expression. This Youtube milestone is not just about numbers, it’s about nurturing creativity and building meaningful connections through content. Our journey reflects our core belief that every ambition needs preparation, and we’re proud to support millions as they bring their ambitions to life.”

From the first doodle with a pencil to confident brush strokes in watercolour, Doms has stayed by the side of young learners, students, and artists at every creative juncture. Its Youtube channel has become an extension of this philosophy encouraging kids to explore, students to prepare, and creators to express.

With content that educates, entertains, and empowers, Doms has turned erasers and sketch pens into tools of transformation and now, through screens, it’s crafting a digital legacy to match its classroom credentials.

As the channel continues to grow, Doms promises many more “drawsome” moments ahead. Because whether it’s art, academics, or ambition preparation, after all, begins with the right pencil.

April 9, 2025