MxMIndia

Category: Digital

  • Company introduces white label solution with pay-per0use based on hours of content streamed

    Mogi to launch branded OTT app

    By A Correspondent

     

    Mogi, an AI-enabled video tech startup, has announced the launch of a white label solution with which content companies can launch their branded app and start monetising via subscription or ad revenue streams.

     

    Commenting on the announcement, Vikrant Khanna, Co-founder and CEO of Mogi said, “Mogi is a cutting edge, AI based video tech start up that has the vision to be a catalyst in this process and democratize the OTT industry, with the launch of our white label OTT solution we wish to empower companies that are creating content to start monetizing it by launching their own branded app in just 24 hours. The best part is there is there is no upfront cost for it, they can simply pay per use ie. based on the number of hours of content they stream. We are already finding tremendous interest across content genres such as media, entertainment, sports, religion, education & training, not just from India but the overseas markets as well”.

     

     

  • The campaign, which pivots around an anthem of “AaoPhirPakdeRaftaar”, induces a sense of togetherness and imparts hope and trust to the local seller community in India

    Flipkart launches #AaoPhirPakdeRaftaar campaign to motivate sellers

    By A Correspondent

     

    Flipkart, India’s homegrown e-commerce marketplace, has released a new campaign – “#AaoFirPakdeRaftaar” – to mark the beginning of the new phase post the nationwide lockdown.

     

    The campaign, which pivots around an anthem of “AaoPhirPakdeRaftaar”, induces a sense of togetherness and imparts hope and trust to the local seller community in India.

     

    Commenting on the launch of the campaign, Jagjeet Harode, Senior Director & Head – Marketplace, Flipkart said: “Our sellers are an integral part of our marketplace business and this period has been a challenging time for them, their families and their workforce. As the country imbibes the model of a ‘new normal’ and businesses begin to adjust their operations, we want to ensure that our seller community is equally motivated and driven to play their roles in this pandemic. We wanted to reiterate our commitment towards their business development and hence this campaign has been developed to motivate them in this journey.”

     

     

  • Starting with the late Sushant Singh Rajput’s Dil Bechara, the OTT plaform will launch potential blockbusters Laxmmi Bomb, Bhuj, Sadak 2 and The Big Bull amongst others

    Disney+Hotstar to release films starring Akshay Kumar, Ajay Devgn, Alia Bhatt & others

    By A Correspondent

     

    Starting July 24, Disney+Hotstar Multiplex will release a slew of potential blockbuster Hindi movies on its popular OTT platform. The films and the performers include: Akshay Kumar and Kiara Advani in Laxmmi Bomb, Ajay Devgn, Sonakshi Sinha and Sanjay Dutt in Bhuj: The Pride of India, late Sushant Singh Rajput, Sanjana Sanghi and Saif Ali Khan in Dil Bechara, Sanjay Dutt, Alia Bhatt, Aditya Roy Kapur and Pooja Bhatt in Sadak 2, Abhishek Bachchan in The Big Bull, Vidyut Jammwal in Khuda Haafiz and Kunal Kemmu and Rasika Dugal in Lootcase amongst others.

     

    Existing subscribers of Disney+ Hotstar Premium and Disney+ Hotstar VIP can enjoy these blockbuster movies at no additional cost to their existing subscription. Non-subscribers can simply purchase an annual membership of Disney+ Hotstar VIP at Rs 399 to catch all these movies and other fare.

     

    The first movie of Disney+ Hotstar Multiplex will be Dil Bechara, starring Sushant Singh Rajput and to commemorate his contribution to Hindi cinema, this movie will be available to all subscribers and non-subscribers of Disney+ Hotstar.

     

    Said Uday Shankar – President, The Walt Disney Company APAC and Chairman, Star & Disney India:  “At Disney+ Hotstar, we firmly believe in pushing boundaries to achieve the unexpected. A few years ago, we took an audacious step of bringing sports closer to people by streaming it live on mobile devices – a move that forever changed the course of live sports in India. Today, as we launch Disney+ Hotstar Multiplex, we find ourselves yet again at the cusp of making a revolutionary change by bringing the biggest Bollywood movies directly to millions across the country. We are happy to partner with the best directors and most talented actors; and provide them with a platform to present their masterpieces.”

     

    Speaking about this initiative and its effect on the overall industry, he further added, “Theatres are a special experience. So, they will always exist and thrive. But the potential of the industry can’t be capped by the number of release windows and theatres available. Our initiative will dramatically increase the number of films that can be made, giving film-lovers more films to enjoy and the creative community more films to make. We firmly believe that this will generate a massive momentum for more and different kinds of films to be made in India. It’s a win-win for all.”

     

     

  • As per an Indian Institute of Human Brands report, a 16-17-year-old from the Bhutan border is the top earner @ Rs 5-6 crore/annum

    Here’s What TikTok Influencers Earned

    Followers in million; Income in Rs crore

     

    By A Correspondent

     

    So are TikTok influencers really as big as they are made out to be? Do they really earn in crores, or is it all of loose change? An Indian Insitute of Human Brands study released on Wednesday throws light on the phenomenon of the TikTok world.

     

    And before we go further, here’s the big news: Riyaz Aly, something of 16 or 17 years in age, from Jaigon, a border town of Bhutan, has 42.3 million followers his estimated annual earnings from TikTok are in the region of Rs 5-6 crore. His run-rate during the pandemic was actually higher and he could’ve easily crossed Rs 8-9 crores in 2020, but for the ban, notes a communique.

     

    #2 in the crorepati-roster is Faisal Shaikh whose earnings from Tiktok are estimated between Rs 4 to 4.5 crore. And Arishfa Khan comes third at Rs 4-4.5 crore.

     

    The list goes on. The table above shows the Top 10 followers as per the Indian Institute of Human Brands (IIHB) study. The table below has numbers 11 to 20. The IIHB research team met a large number of those from the TikTok world, in the past week, to arrive at a gross number on the loss that TikTok’s exit has created. An educated estimate is a dent of about Rs 120 crore at most for the Top 100 influencers. Pessimistic estimates could even be Rs. 100 crore. But interestingly, the long tail of TikTok is really really long. Someone with a one million follower base could earn Rs 30-35,000 a month. At double that number, the earnings could be in the Rs. 50,000 range.

     

    #11-#20: Followers & Earners

    Sr No Name  TikTok Followers Tiktok Income
    11 Beauty Khan 20.90 0.6 to 0.7
    12 Robin Jindal (Oye Indori) 18.80 2 to 2.5
    13 Mr & Mrs Choudhary 18.30 0.2 to 0.25
    14 Lucky Dancer 17.80 1 to 1.5
    15 Suraj Pal Singh 16.60 0.5 to 0.6
    16 Vishal Pandey 16.00 0.60 to 0.75
    17 Abraz I Khan 15.90 0.8 to 1
    18 Aashika Bhatia 15.90 3 to 3.5
    19 Hasnain Khan 15.60 0.8 to 1
    20 Bhavin Bhanushali 14.60 2.5 to 3

    Followers in million; Income in Rs crore

     

    Commenting on the incomes generated by TikTok influencers, Dr Sandeep Goyal, Chief Mentor of IIHB said: “Prices on TikTok for paid content were not high too. A Picture Post for a Top 10 TikToker was in the Rs 1,20,000 to 1,50,000 range; A Carousel or GIF cost Rs 1,50,000 for a Top 10 influencer but dropped to Rs 5000 for a Top 100 ranker. A Story was priced between Rs 5,000 and Rs 50,000 depending on the pecking order; a Story Highlight was priced between Rs 10,000 and Rs 1,00,000 and a Link in Bio (24 hours) fetched between a meager Rs 5,000 to Rs 35,000. For followers running into millions, this is indeed poor compensation,” he said, adding: “The one thing I could never fully understand with respect to TikTok was why its millions of followers did not convert into larger earnings for its influencers. There were easily at least 50 influencers with over 10 million followers. That is no small number. But the bottom of the Top 20 list barely made Rs 5-6 lacs a month, in reality. There were taller claims and larger stats touted by agents and middle-men, but the actual numbers were actually much lower”.

     

    So did TikTok suffer because of an age skew? Said Dr Goyal: “More than 60% of TikTok’s active daily user base was said to be between 16-24 years. Some even younger. While this is an age cohort that is theoretically very attractive to brands, in reality, this age-group does not really have as much discretionary spending power as compared to their peers in Western economies”.

     

    This is the first of two Reports by IIHB on TikTok. The second report will cover brand attributes of the leading players in the TikTok universe in India.

     

     

  • This new video format is a core part of the future of entertainment on Instagram

    Instagram introduces Reels to entertain India

    By A Correspondent

     

    Instagram has announced the extension of the testing of Reels, a new video format, to India. This format offers a new way to create and share short videos on Instagram, aimed at redefining the future of entertainment on the platform.

     

    Said Ajit Mohan, Vice President and Managing Director, Facebook India: “With the rise in video consumption overall and videos making up over a third of posts on Instagram in India, Instagram has a big role to play in unleashing expression in the country. People across the big and small cities of India come to Instagram to express themselves safely, and also to be entertained. With Reels, we’re unveiling the future of entertainment on the platform, in a way that ignites creativity. With the multiple creative formats, whichever way you want to express yourself, it can now be on Instagram.”

     

    Added Vishal Shah, Vice President of Product, Facebook: “Instagram has always been a place where culture is created, because people come to share the things they care about and be entertained. We’re constantly listening to our community, and have heard that they want to make and watch short-form videos on Instagram and have the opportunity to be discovered by our broader community.  We’re excited to expand the test of Reels to India and give the next generation of creators born and bred in India a chance to share their native and cultural context — and be potential global stars.”

     

    India is the fourth country, after Brazil, Germany and France, where this new format is being tested.

     

     

  • The campaign features the ‘Baazigar’ of Indian cricket in a new digital film challenging fans to play games on the platform

    BalleBaazi Launches their campaign with Yuvraj Singh

    By A Correspondent

     

    BalleBaazi, the fantasy gaming platform for all sports ranging from Cricket to Football, Kabaddi, Baseball and Basketball, has launched its new campaign – ‘#DumHaiTohYahanKhel’ with brand ambassador Yuvraj Singh.  The platform has released a brand-new digital film that features the Baazigar of Indian cricket, making his way back into the practice nets.

     

    Speaking on the campaign and the new digital film, Saurabh Chopra, CEO of BalleBaazi.com: “Right from the time we entered the market, our goal has been to provide the best fantasy sports experience to our audience. We believe that BalleBaazi.com has become even more relevant considering the current environment we operate in and how the consumers are getting attracted to the online gaming platforms. Through this new campaign, we believe we can help provide more avenues for the fans to enjoy, watch and play their favourite sports. With #Playerfirst as our guiding principle, we make sure our users have the smoothest, fun & credible gaming experience while keeping their competitive spirit alive with our huge prize pool and the widest variety of leagues. With every game, we aim to celebrate and connect the individual spirit of competition and reward with the collective emotion of the game.”

     

     

  • Yearly subscription can be booked at https://epaper.mid-day.com/

    Mid-day announces interactive tabloid

    By  A Correspondent

     

    Leading newspaper Mid-Day has announced an interactive digital tabloid for smartphones.

     

    Said Apurva Purohit, President, Jagran Group: “Mid-day has been the voice of Mumbai for the past 41 years and has continued to share the most comprehensive, authentic, and entertaining news with its readers. Due to superior content and credible coverage in these trying times, Mid-day and Gujarati mid-day now reach a wider national audience, building a strong equity with over 10 crore people who accessed the newspaper on their phones every single day without a break for three months of the lockdown. The surge in our website numbers and engagement rate has reaffirmed our readers’ love and support for their favourite newspaper. The interactive digital tabloid is an apt amalgamation of leveraging technology and putting reader preference first in the most enjoyable experience. The one-of-a-kind digital tabloid will be available at a nominal price of Rs. 1 per day; definitely an unprecedented move when you look at age-old industry standards.”

     

  • The gamified edtech venture is now reported to be witnessing an annualised run rate of Rs 175 crore

    Nazara completes majority stake acquisition in Kiddopia

    By A Correspondent

     

    Nazara Technologies Limited, a leading gaming and sports media company, has completed its majority stake acquisition of 51% in Paper Boat Apps by issuing Nazara shares worth Rs 43 crore as part of its final tranche of the transaction. Paper Boat Apps are developers of the popular ‘Made in India’ app Kiddopia catering to young children in the age bracket of two to seven years in age.

     

    This is Nazara’s second transaction in the year 2020 after undertaking a majority stake-holding in fantasy platform, Halaplay Technologies last month. This transaction is part of the Rs 83 crore stake deal  to acquire majority in Paper Boat Apps valuing the company in excess of Rs 150 cr.

     

    Since the initial funding, Kiddopia has seen over 300% growth in revenues and is now witnessing an annualised revenue run rate of over Rs 175 crore.

     

    Said Nitish Mittersain, Founder and MD, Nazara Technologies Ltd: “Gamified edtech is the only way to deliver high quality learning to young kids on digital devices. Kiddopia is a perfect example of this overlap between gaming and learning and their popularity amongst parents and kids speaks for itself. Nazara is very happy to add Kiddopia to our portfolio catering to over 100 million monthly active users on our network.”

     

     

  • Launches two new interactive quiz shows on the platform – ‘Super Fan’ and ‘Fake or Not?’

    Flipkart Video strengthens focus on nonfiction interactive content

    By A Correspondent

     

    Flipkart Video, the in-app video platform on Flipkart, has introduced two new quiz based shows, ‘Super Fan’ and ‘Fake or Not?’.

     

    Said Prakash Sikaria, Vice-President of Growth and Monetisation at Flipkart: “A large percentage of the content consumed on the Flipkart Video platform today is interactive content, where there is something new for the viewers everyday. As the mobile screen continues to be the primary access point for personalized commerce, content, games and entertainment experience for most of the Indian population today, our focus is to introduce short-form and interactive content, that not only entertains audiences from across the country but also enables these users to participate and build a sense of community, no matter where they are located.  We have seen tremendous acceptance amongst users for the last few concepts and are ready to expand this portfolio, with two new interactive shows that further strengthen our offering, giving consumers a compelling reason to visit us everyday and spend more time on the app.”

     

     

  • Inks partnership with BookMyShow to cater to bring ‘Theatre Ka Maza Ghar Pe’ experience

    ShemarooMe launches Box Office for new releases directly on digital

    By A Correspondent

     

    ShemarooMe has announced the launch of ‘ShemarooMe Box Office’, a platform that will give cinema curators/ producers an opportunity to access digital avenues.

     

    ShemarooMe Box Office is poised to create an ecosystem for small budget Bollywood and Regional movies that have an audience but limited avenues to reach out to the viewers. To widen the scope of relevant audience reach for such films, ShemarooMe has also inked a strategic partnership with BookMyShow, India’s leading entertainment destination to ensure more cine-goers have access to the rich content made available by ShemarooMe.

     

    Can book their tickets for these films by logging on www.bookmyshow.com or directly on the ShemarooMe App or www.ShemarooMe.com.

     

    Hiren Gada

    Commenting on the launch, Hiren Gada, CEO, Shemaroo Entertainment Limited, said: “During these trying times when moviegoers are missing watching new releases in theatres, we are glad that we can bring home some great releases. With ShemarooMe Box Office, we are creating a model for the film industry and audiences. Our association with BookMyShow will further redefine the consumer movie-going experience and bridge the gap for cinemagoers across India. We are absolutely confident that when cinemas are able to reopen safely, the public will once again respond to the unsurpassable big-screen experience, meanwhile our platform will be bridging the gap by entertaining audiences thereby living by the traits of Shemaroo being the platform for movie lovers at all times.

     

    Added Zubin Dubash, COO Digital, Shemaroo Entertainment: “Covid-19 has made every organisation, innovate at the speed of light. ShemarooMe Box Office is an innovation that helps not only one organisation but the entire ecosystem – viewers get to watch new releases, producers get a transparent platform for release, ticketing partners get a model for the new normal. And ShemarooMe ensure it lives up to its promise of entertainment at all times.”

     

    Said Ashish Saksena, COO – Cinemas, BookMyShow: “We are glad to partner with ShemarooMe to bring cinematic entertainment to the comfort and safety of audiences’ homes. We look forward to keep bringing newer options to experience entertainment for all our users.”

     

     

  • Insights from the 2020 Effective Social Strategy Report released by WARC

    Social is effective in linking brand & performance marketing

     

    From a WARC communique

     

    Social’s role in marketing continues to evolve as it increasingly plays a role in linking brand and performance marketing and in converting engagement into effectiveness via social commerce.

     

    This is one of the conclusions outlined in WARC’s latest study, the 2020 Effective Social Strategy Report, which provides insights and themes from the winners of the Effective Social Strategy category of the 2020 WARC Awards. It also includes an assessment of the implications for advertisers, agencies and media owners alongside contributions from members of the judging panel and other expert commentary.

     

    Also highlighted in the report is the need for social strategies to be relevant not just to the audience they’re targeting but also the platform where they run, and that brands facing dramatic shifts in budget can learn from the social efforts of non-profits.

     

    Said Lucy Aitken, Managing Editor, Case Studies, WARC: “We’ve analysed this year’s winning case studies to identify the key social marketing trends and the main drivers that link a social strategy to business success. In this report, we provide actionable insights for marketers and agencies that can be applied to the social strategies of future campaigns.”

     

    WARC’s 2020 Effective Social Strategy Report identifies four key themes:

    :: Linking brand and performance marketing

    A clearly articulated social strategy can help join the dots between brand and performance marketing. When insights mined from social platforms are combined with the right data, it becomes easier to target the right people with the right message at the right time, boosting click-through rates and subsequent engagement.

     

    German Rail did just that with social video showing young Germans how much money and CO2 could be saved through domestic tourism.

     

    Carla Funk, Senior Strategic Planner, Ogilvy Germany, advises: “To link brand and performance marketing, avoid silo mentality and embrace a common goal.”

    :: S-commerce is on the rise

    Social commerce is becoming more prevalent, particularly due to brands accelerating their e-commerce strategies because of lockdowns: 62% of brands say they will decrease their investment in brand advertising in the coming months, while 32% say they will be spending

    more on e-commerce.

     

    This year’s winners, particularly those in the Quick Service Restaurant (QSR) sector, offer valuable lessons in how to engage people throughout the funnel and convert engagement into effectiveness. Burger King achieved a sales uplift by promoting its new product through a campaign based on ‘creeping’ on social media influencers’ pages.

     

    More recently, new iterations of social commerce have started to emerge, particularly in China where consumers are starting to purchase more regularly from livestreams and short-form videos.

     

    Jury member Zoe Virtue, Head of Social & Digital, Mango Communications, says: “While consumer behaviour evolves, so must brands. The only certainty from here is that when it comes to e-commerce, social media will continue to be one of the most important channels.”

    :: Audience and platform relevance is needed

    Social strategies must be rooted in both platform and audience culture if they’re to be relevant to both the audience they’re targeting and the platform where they run. This is particularly the case when targeting younger audiences. Care must be taken to execute authentically and on the right platform for the right audience: for instance, TikTok is now as popular as Twitter among 18- to 24-year-olds in the UK.

    :: Brands can learn from non-profits

    Non-profit brands can offer commercial enterprises some inspiration on developing a successful social media strategy and achieving reach on a limited budget.

     

    For example, a simple Instagram idea, through Facebook Creative Shop for WWF, hijacked Black Friday by targeting people in a shopping frame of mind only to reveal a powerful message around endangered species.

     

    The 2020 Effective Social Strategy Report in full is available to WARC subscribers on warc.com and includes in-depth chapter analysis with views and opinions from the judges, what the trends mean for advertisers, agencies and media owners, data analysis and summaries – objectives, insights, strategies and results – of the winning case studies.

     

  • Under this partnership, DAN India will now also include Snapchat as one of its priority platforms to distribute adspends for its brands serviced across the network

    Snapchat, DAN ink strategic partnership for India

    By A Correspondent

     

    Tarika Maini Soni

    Multimedia messaging app Snapchat has inked a strategic partnership with Dentsu Aegis Network (DAN) for India.  Under this partnership, DAN India will now also include Snapchat as one of its priority platforms to distribute adspends for its brands serviced across the network. This latest alliance is expected to fuel Snapchat’s growth in the region and further support advertisers who intend to reach out to and connect with Gen Z. Said Tarika Maini Soni, India, Head Commercial Strategy and Ad Monetization, Snap Inc: “We are excited about this partnership with Dentsu Aegis Network. This will definitely allow us to work with their exciting set of brands and create campaigns that will resonate with their target audience. We know that Gen Z actively engages with Augmented Reality campaigns on Snapchat and, through our deep knowledge of this audience, we are able to build highly creative, effective and measurable advertising solutions for our brand partners.”

     

    Anand Bhadkamkar
    Anand Bhadkamkar

    Added Anand Bhadkamkar, CEO, Dentsu Aegis Network India: “As our share of wallet grows in the digital space, we are thrilled to associate with Snapchat. The partnership is a great opportunity that will help our clients to engage with Gen Z in an immersive way from the comfort of their homes. Also, our strong presence and deep market relationships within India will help support Snapchat’s mission in the country.”

     

    So does this mean DAN will prefer Snapchat over Facebook and Twitter?