MxMIndia

Category: MEDIA

  • Three years and more than 600 episodes later, Ekta Kapoor's Bade Achhe Lagte Hain bid goodbye to its audiences

    Shailesh Kapoor: Bade Achhe Lagte Thhe: A Goodbye

    By Shailesh Kapoor

     

    Circa May 2011. In a stressful television primetime, where most hit shows were either about “smart” women trying to adjust in a challenging household, or about social issues dominant in small-town and rural India, came Ekta Kapoor’s Bade Achhe Lagte Hain (BALH). Last night, three years and more than 600 episodes later, the show bid goodbye to its audiences.

     

    BALH’s premise, of late marriage between a couple as different as chalk and cheese, was only mildly unique. But as episodes unfolded, it was the treatment of the subject that captivated millions across India. The show provided a mix of ingredients that made for an irresistible offering: Imaginative lead casting, a well-etched out ensemble, assured performances, crackling chemistry between the leads, lavish yet tasteful production and a lightness of treatment that was striking in the middle of countless other shows that were beinghandled with a heavy hand.

     

    The results were instant. The show jumped to being one of the top shows on television within weeks of its launch, with blockbuster performance in the metropolitan markets. Audiences who had actively sworn off primetime Hindi fiction went back to it, and Ram-Priya, or RaYa as they are called on social media, were the talk of the town.

     

    In my book, BALH remains the most influential TV launch in the last decade, along with Balika Vadhu. (Co-incidentally, the title ‘Bade Achhe Lagte Hain’ is derived from a song from the film ‘Balika Badhu’!) Its impact on primetime television was evident in the way the proportion of ‘mind fresh’ (read light-hearted) content increased across channels. Happy moments and fun side-characters were incorporated even in serious subjects, to deliver to what was commonly referred to the industry in 2011-12 as ‘BALH audiences’.

     

    The show also did well for the careers of many of its cast, especially Ram Kapoor. He started getting important roles in films, though his latest and most significant outing (Humshakals) was an embarrassment on all counts. Sakshi Tanwar (Priya) has been the most prominent brand endorser from the television industry over the last three years. Sumona, who played Ram’s sister, bagged the prestigious role of ‘Kapil ki biwi’ in Comedy Nights With Kapil.

     

    Like many other successful shows, BALH overstayed its welcome. The first generation leap it took, in mid-2012, was the start of the descent, though the introduction of a new child character (Pihu) postponed the inevitable for a few weeks. But eventually, the show lost its audience, as it began to lose the very lightness of touch it initially won the audience’s hearts for. The farewell, hence, was only a foregone conclusion.The show ends to make way for Amitabh Bachchan’s Yudh.

     

    Yet, in its golden period that lasted about a year, BALH gave us many memorable moments, including a delightful honeymoon schedule in Australia. It also gave us the first real kiss on primetime television in India, an event that took the social media by storm, even as the audiences struggled to come to terms with the shock of seeing a lip-lock in the primetime.

     

    I can’t say I will miss Bade Achhe Lagte Hain, because that will need going back to 2012. But I hope we see more of its ilk – shows that can shape the future of primetime television in India for the better.

     

    Bade Achhe Lagte Thhe!

     

    TV Trails is a weekly column written by Shailesh Kapoor, founder and CEO of media insights firm Ormax Media. He spent nine years in the television industry before turning entrepreneur. The views expressed here are his own. He can be reached at his Twitter handle @shaileshkapoor

     

  • Reliance Broadcast Network Ltd has bought over the European television giant RTL's stake in the joint venture that ran the channel Big RTL Thrill.

    RBNL acquires RTL stake in broadcast jv

    By A Correspondent

     

    Reliance Broadcast Network Ltd has bought over the European television giant RTL’s stake in the joint venture that ran the channel Big RTL Thrill.

     

    According to sources close to the development, the stake sale happened in June 2014 and an application has been made to the I&B ministry for a name change.

     

    It may be recalled that RBNL had inked a 50/50 jv with the RTL group in 2011 for the launch of thematic action-oriented channels in the country.

     

    The channel, the source told MxMIndia, will now see renewed vigour with loads of original Made-in-India content.

     

  • Senior marketer and corporate analyst Sanjeev Kotnala lists the 11 takeaways from the FIFA extravaganza that ended this morning

    Sanjeev Kotnala: 11 Learnings from the World Cup

     

    By Sanjeev Kotnala

     

    The sudden vacuum post the final last night brings alive the whole World Cup alive in short burst of captured moments. And in the process filter with ease and least effort some learnings that are tough to miss out.

     

    1. YOU CAN’T CREATE A TEAM IN MIXER GRINDER. Brazil is the case in point. Other than 4-5 of its team members all play for different European clubs. Ingrained in them are a mix of different styles and tactic. Contrast this with Robben and Persy, the smooth comfort of dependency and confidence is visible to naked eyes

     

    2. INDIVIDUAL BRILLIANCE IS NOT ENOUGH. Football is a perfect example of teamwork in an organization. Success only comes when the team performs as one single unit. You cannot have 2-3 stars and expect to win. Even Messi’s brilliance is no answer to German teamwork. And Neymar alone can not be credited for Brazil reaching the semis.

     

    3. REJUENATE OR FAIL. Teams without differentiated strategy and approach have perished in the initial test. Teams investing to adapt to the new defined needs have flourished. The surprise factor will always (read most of the times) work. Luis Felipe Scolari’s commitment and confidence in an old style with hardly any innovation presented it as a known enemy to other teams. Easy to work out.

     

    4. SEX HAS GOT NOTHING TO WINNING THE MATCH. Throw away the old theories that blame sex with the loss of power and stamina. Now that the teams with sex-curfew or allowing non-acrobatic passion falling in the way. This means that others benefited from relaxed norms. QED

     

    5. TOUGH TO CHANGE THE NATURE. Don’t expect a player known for repeated violent offence to change his colours. Don’t expect people to perform duties that they have not been prepared for. But expect them to raise their level in their area of expertise. Luis Suarez is a classic example of frequent burst of this nature and Robben the rising in level of expertise.

     

    6. INERTIA – MOMENTUM MATTERS. What better example than the Netherland’s defeat of Spain or Spain’s defeat by Netherland. Look at it any way. The team’s future performance was coded that very day. The semifinal Brazil Vs Germany, the heartbreaker 11th minute goal by Thomas Muller which opened the gates for another 4 in 6 minutes.

     

    7. EMOTIONAL CHARGE A TWIN-SIDED SWORD. Over hype and expectation a pressure that the players are expected to carry at this stage. And I suppose that Brazil would have been okay if Neymar was out of the match due to red / yellow card. But the purely unintentional incident in quarterfinal, the injury and the relayed expectation charged the environment. It was too much and pushed them back- as everyone wanted to be the savior. They simply lost the objective.

     

    8. CONSUMERS DEMAND QUALITY. Much nearer home. The broadcaster lazy start of Café Rio with novice masquerading as experts was one such move, that the channel had to change later. And I think the outcry against Robben dives ensured that it was missing in the semis though there were possibly galore.

     

    9. RISK IS AN INTEGRAL PART OF THE GAME. Be it the formation- substitution or change in tactic. Until unless you are willing to take risk the rewards may not accrue. The last-minute substitution of the goalkeeper was termed a master stroke- but what if it had failed. You take conscious open-eyed risk and are willing to live with the results.

     

    10. LUCK IS IMPORTANT: No team better demonstrate this than the other finalist- Argentina. They have been scrappy and just about making through the stage. But sooner or later the luck will start siding with the talent.

     

    11. IT IS A YOUNG GAME : I guess that the average age of stars is coming down. The young talent is challenging the strong hold of tacticians. Neymar, James Rodriguez, Paul Poga, Memphis Depay are just a few of the names that have shown a different level of passion, commitment and hunger.

     

    DISCLAIMER: football is not my game. But this World Cup was my most watched cup. And that would take me to expert level-licence to comment. The above are the list of professional learning even an amateur like me could not miss out.

     

  • McAfee LiveSafe service addresses security threat in the era of multi-device usage

    McAfee survey reveals interesting facets of Indian internet users

    McAfee has released its ‘Digital Assets Survey’ which reveals that Indian internet users place an indicative value of Rs 25 lakh on their owned digital assets stored across their digital devices. The survey also showed that almost half of the respondents use 3 to 4 connected devices on average; but do not adequately secure each of them.

     

    With multi-device usage becoming mainstream in India, the need for comprehensive and all-in-one security protection across devices becomes paramount. McAfee’ LiveSafe service addresses the need, as the industry’s first unlimited cross-device security service that uses cutting-edge facial and voice recognition technology that is poised to protect users’ digital lives.

     

    The relevance of this solution is further substantiated by the results of McAfee’s ‘Digital Assets Survey’ which was aimed at analyzing the perceived worth of digital assets of Indian respondents and evaluating awareness levels to protect such precious data. Some of the other interesting findings from the survey include-

     

    } India has the second highest perceived value of their total digital assets, with an average cited value of US$ 41,589 (Rs 25 lakh) preceded by North American (U.S. and Canada) having an average cited value of US$ 52,154 (Rs 31 lakh).

     

    } 60 per cent store digital assets on devices that would be impossible to re-create, re-download or re-purchase

     

    } 62 per cent of respondents claimed that they do not protect smartphones with comprehensive security

     

    } 85 per cent of respondents claimed that they do not protect tablets with comprehensive security

     

    “With the proliferation and adoption of multiple internet enabled devices in Indian households, there is a compelling need to store and secure personal data and identity across all the devices,” said Jagdish Mahapatra, MD, India and SAARC, McAfee, part of Intel Security. “McAfee and Intel are jointly dedicated towards plugging this need with cutting-edge solutions that deliver unprecedented data protection across multiple devices with simplified security management. With McAfee LiveSafe service, we are leading the way to deliver the most complete and deepest protection available with innovative features to protect all devices, identity and personal data of our customers so they can connect with confidence.”

     

  • As the brand ambassador, KanganaRanaut will be featured in some of the promotional initiatives by Myntra.com, helping build a strong connect between the brand and its fans across the country

    Myntra brings onboard Kangana ‘Queen’ Ranaut as ambassador of DressBerry

    Myntra.com has brought on-board KanganaRanaut as its brand ambassador and the face for its fast fashion in-house brand DressBerry. With Ranaut’s recent run at the box office, Myntra saw Kangana as an ideal choice for endorsing its bold and stylish range of apparel and accessories.

     

    As the brand ambassador, KanganaRanaut will be featured in some of the promotional initiatives by Myntra.com, helping build a strong connect between the brand and its fans across the country.

     

    To begin with, Ranautwill be the face of a young, confident and fashionable brand ‘DressBerry’, dedicated to young women. Myntra launched DressBerry in 2013, and within a span of 15 months, it has gained commendable popularity, making it one of the largest selling women’s western wear brands on Myntra.com.

     

    Vikas Ahuja

    Speaking on the celebrity association, Vikas Ahuja, Chief Marketing Officer, Myntra said, “Myntra is a youth fashion brand, presenting the latest trends for men and women who are bold and stylish in the way they carry themselves. Just like KanganaRanaut. I believe this partnership will strengthen Myntra’s position as India’s preferred online fashion destination and will mark a new step in DressBerry’s evolution.”

     

    Myntra.com ventured into private brands in December 2012 and has since developed a strong portfolio of eight private brands including Roadster, HRX by HrithikRoshan, Sher Singh, Anouk, Kook N Keech and Mast &Harbour among others.

     

    Myntra.com also recently collaborated with the popular Bollywood actor Ranveer Singh for its in-house brand – ‘Roadster’ and Lisa Haydon as its brand ambassador.

     

  • His key mandate will be to drive growth for the group in the Western region

    Havas Media appoints Hans Mathews as ED

    By A Correspondent

     

    Hans Mathews

    Havas Media India has appointed Hans Mathews as Executive Director of its West India operations. He will be based out of Havas Media’s Mumbai office.

     

    While Hans will manage the agency’s Mumbai office, his key mandate will be to drive growth for the group in the Western region.

     

    Hans joins with seventeen years of experience in the industry, having worked with international agencies in India, MENA and Malaysia. Most recently he was the Chief Client Officer at Mindshare Malaysia where he led Ford’s regional APAC media team managing partnerships with digital and content partners. He was also responsible for managing brands like UL, Maxis, Kraft, Nestle and HSBC. Prior to this Hans has held leadership roles at Mindshare India, Zenith Optimedia and other leading agencies.

     

    Anita Nayyar

    Speaking on the appointment, Anita Nayyar, CEO, Havas Media Group India and South Asia said, “Hans has a rich industry experience working across multiple blue chip brands in different categories. He has been in many leadership positions and has managed critical client relationships. This along with his business development ability makes him ideal to head our Western operations. We are very happy to have him with us.”

     

    “Mumbai and the Western region are at the core of Havas Media India’s operations. Our business in the region has grown tremendously over the years and today we are handling very prestigious clients in that market like Parle, Quikr and many others. Hans, with his astute leadership, will propel our operations further. We warmly welcome him”, added Mohit Joshi, Managing Director, Havas Media India.

     

    Mohit Joshi

    On his new role, Hans Mathews, Executive Director, West said, “I am delighted to be a part of the dynamic Havas Media team which has witnessed great momentum in the last few years. I find the agency’s positioning around Meaningful Brands engaging and think the framework offers brands tremendous opportunities to communicate effectively. I am looking forward to contributing to Havas Media’s western operations and taking the business to the next level.”

     

  • A peek into the data thrown up by Facebook's data team from the conversations of the 2014 FIFA World Cup

    WCup on Facebook: 31 days, 3 billion interactions

     

    By A Correspondent

     

    The 2014 edition of the FIFA World Cup was special. While the social media existed in the 2010 edition, it played a huge rule in the build-up to the tournament and while it was on, and even after the final whistle was blown. Facebook’s data team looked at the overall conversation for the 2014 FIFA World Cup, along with the top social matches and moments, demos, countries, most-talked-about players, and the most-engaging content posted by World Cup athletes. The tournament was a unique moment for Facebook, which measured the highest level of conversation for any event in history.

     

    From June 12 – July 13, 350 million people joined the conversation on Facebook, generating 3 billion interactions (posts, comments and likes) related to the World Cup. About 88 million people generated 280 million interactions for Sunday’s final between Germany and Argentina, making the match the single most-talked-about sporting event in Facebook history.

     

    The stats include:

    Most Social World Cup Matches

    1. Germany vs. Argentina final (88 million people with 280 million Facebook interactions)
    2. Brazil vs. Germany semifinal (66 million people with 200 million Facebook interactions)
    3. Brazil vs. Croatia opening match (58 million people with 140 million Facebook interactions)
    4. Argentina vs. Netherlands semifinal (39 million people with 83 million Facebook interactions)
    5. Brazil vs. Chile round of 16 match (31 million people with 75 million Facebook interactions)

     

    Most Social World Cup Moments

    1. Brazil vs. Germany semifinal (29′): Sami Khedira scores Germany’s fourth goal in seven minutes, giving them an inconceivable 5-0 lead with a full hour remaining in the match.
    2. Germany vs. Argentina final (full time): The final whistle blows, crowning Germany as World Champions for the fourth time.
    3. Brazil vs. Germany semifinal (26′): Toni Kroos scores his second goal of the match, increasing Germany’s lead to 4-0 over a stunned Brazil team and home crowd.
    4. Germany vs. Argentina final (113′): Mario Götze scores from a beautiful Schürrle cross to give Germany a 1-0 lead over Argentina deep in extra time.
    5. Brazil vs. Croatia opening match (29′): Neymar scores his first World Cup goal, and Brazil’s first goal of the match, to level the score 1-1 with Croatia.

     

    Most Talked About Players

    1. Neymar (Brazil)
    2. Lionel Messi (Argentina)
    3. Cristiano Ronaldo (Portugal)
    4. Luis Suárez (Uruguay)
    5. David Luiz (Brazil)
    6. Júlio César (Brazil)
    7. Thomas Müller (Germany)
    8. Mesut Özil (Germany)
    9. Hulk (Brazil)
    10. Arjen Robben (Netherlands)

     

    Honorable Mention:  Mario Götze (Germany)

    Top 5 countries in terms of unique people:

    1. Brazil: 55 million people in Brazil joined the conversation about the World Cup from June 12 – July 13
    2. USA: 48 million people in the United States joined the conversation about the World Cup from June 12 – July 13
    3. Mexico: 19 million people in Mexico joined the conversation about the World Cup from June 12 – July 13
    4. Indonesia: 18 million people in Indonesia joined the conversation about the World Cup from June 12 – July 13
    5. India: 14 million people in India joined the conversation about the World Cup from June 12 – July 13

     

  • Executive Editor Rajeev Dubey to take over as Editor from Prosenjit Datta who has decided to move on

    Pro quits BW, Rajeev Dubey new exec ed

    By A Correspondent

     

    Longstanding editor Prosenjit Datta has put in his papers at BusinessWorld. Executive Editor Rajeev Dubey is scheduled to take over as editor from August 4.

     

    While recognising the contribution of Prosenjit (who is popular known as Pro in the team), Annurag Batra, chairman of the organisation, said in a communiqué to staff: “Change is a constant process. It creates opportunities for all stakeholders and must be welcomed and benefited from.”

     

  • The regulator continues to restrict news on radio by restricting FM radio to broadcast only AIR bulletins, says Ashish Pherwani of EY

    No restrictions on news in print, TV or digital media, so why on radio?

    By A Correspondent

     

    The decision to allow All India Radio news on private FM has drawn mixed reactions.

     

    Here is the view of Ashish Pherwani, Partner & Radio Segment Champion, EY (eka Ernst & Young):

    “The regulator continues to restrict news on radio by restricting FM radio to broadcast only AIR bulletins, while no such restrictions are placed on print, TV or digital media.  News on radio (without curbs) could be used either in capsules to increase listener stickiness on existing channels, or through the launch of dedicated news channels which could open up a whole new genre of content.”

     

  • The campaign will see Himalaya passively adopt dogs sheltered at CUPA and take care of their food, shelter, medicines and other needs

    Himalaya unveils digital campaign on pet adoption

    By a correspondent

     

    Through its campaign, Build a Bond, Himalaya Animal Health has partnered with CUPA (Compassion Unlimited Plus Action), Bangalore, India, to sensitize people towards pet adoption.

     

    The campaign will see Himalaya passively adopt dogs sheltered at CUPA and take care of their food, shelter, medicines and other needs.

     

    Praveen Kala, Business Head – Animal Health Division, The Himalaya Drug Company shared, “Unfortunately, animal welfare is seen as the poor cousin to human welfare. We understand that the scale of the problem is huge. Our campaign is just a start. We have to collectively address the issue. This year, we have partnered with CUPA in Bangalore. In the coming years, we are hopeful of partnering with organizations across India and changing attitudes towards issues like pet adoption.”

     

    Through an app on the Companion Care page on Facebook, Himalaya is urging people to come forward and take a “pledge” for animals. For every pledge, Himalaya contributes one rupee to the CUPA Second Chance Adoption Centre in Bangalore, India. The idea behind a pledge is to let users take action and show commitment to the cause.

     

    Added Kala, “These are long-term initiatives through which we hope to sensitize people towards animal welfare. Today, we can add our voice to a growing group of experts and advocates in the field and give momentum to various causes. By partnering with animal welfare organizations, animal lovers, influencers in print and social media, we hope to spread the word and bring issues to the forefront.”

     

  • Viber is being used heavily in both the metropolitans as well as the emerging cities

    Viber unveils first ever ad campaign

    By A Correspondent

     

    Viber, one of the fastest growing instant messaging app in India has unveiled its first ever television campaign in India. An app for today’s youth, Viber is being used heavily in both the metropolitans as well as the emerging cities.

     

    The new campaign is fun and exciting and seeks to connect to the youth via a talking dog who chronicles the benefits of using Viber. It showcases how Viber changes the dull life of the dog’s owner and make him more social and connected with friends and ultimately becomes ‘Mr. Popular’.

     

    Anubhav Nayyar, Country Head,Viber said, “Viber is a young and fun brand that connects people for free. We have grown organically as one of the biggest global instant messaging and calling apps. Whether it’s our wide range of stickers, our photo editing and sharing feature or the fact that we are available across mobile and PC, Viber is differentiated and has grown tremendously over the last few years. The idea behind the campaign is to showcase the different features and benefits to our existing and new customers. We strongly believe that anyone who once tries Viber cannot do without it.”

     

    The ad which was first rolled out on various digital platforms can now be seen across various Television channels.

     

  • Why online retailers like Jabong, Yepme, Myntra are roping in Bollywood stars as brand ambassadors

    Digital catches the Bollywood bug

     

    By Ishani Duttagupta

     

    From watches to sportswear to jewellery to apparel to even soap, the connection between Bollywood and fashion goes back a long way – perhaps more than 80 years back Leela Chitnis became beauty brand Lux’s first brand ambassador (followed by the likes of Madhubala, Nargis and Waheeda Rahman).

     

    Today, in the digital age, even as Lux persists with the starlet formula – its latest endorser is Deepika Padukone – there’s a relatively new segment of retailing that’s reaching out to the Bollywood brigade. A clutch of online retailers has signed up stars of the silver screen as brand ambassadors to sharpen their connect with potential customers. For instance, recently when online fashion brand Jabong launched a first of its kind event, the India Online Fashion week, it roped in actress Yami Gautam, who played the lead female role in Vicky Donor, as a brand ambassador for the event.

     

    Star Power

    Jabong is not the only online fashion brand that’s taking a trip down the Bollywood boulevard. Myntra, an e-commerce platform for fashion and lifestyle products that was recently acquired by another online retailer Flipkart, signed up actor Ranveer Singh to endorse its in-house contemporary jeanswear brand Roadster. LimeRoad, an online fashion brand that raised $15 million in a second round of funding in May, has inducted Neha Dhupia, who has several Bollywood hits to her credit, into its management team to help connect with social media-savvy customers.

     

    Then Yepme, an online fashion brand launched in 2011, has not just one but three Bollywood icons on board – while Bollywood strongman Sonu Sood endorses PlayCool, a line of sportswear and sports shoes, actress and model Esha Gupta, who is seen in the recently released flick Humshakals, is endorsing Yepme’s women’s wear line in a TV commercial; and filmmaker and actor Farhan Akhtar is not just brand ambassador but has also extended the association by writing and singing a song for a Yepme music video composed by musicians Ehsaan and Loy. Finally, Snapdeal, another online marketplace, recently signed on mint-new Bollywood star Pulkit Samrat as brand ambassador to be in sync with a young target audience.

     

    The online ambassadors appear to match the brands they endorse as well as the customers they address in their online savviness. “In a world where online shopping is fast catching up amongst the youth, it’s a matter of pride for me that I get to represent a brand most sought after for any fashion essential,” says Gautam explaining her role as celebrity mentor of the online fashion week event. She sees herself in the role of nurturing young talent among Jabong’s consumers and giving guidance as a fashion influencer.

     

    Explains brand consultant Harish Bijoor: “Brand ambassadors bring with them a very important item: their awareness scores with potential consumers of such fashion brands. Fashion offerings from online brands are at best generic in their identification and differentiation scores. It is these brand ambassadors that add a clear identity and differentiation.”

     

    Riding on the Net

    The internet has become the go to destination for fashion essentials, explains Praveen Sinha, cofounder and managing director of Jabong. “Bollywood plays a big role in shaping the fashion scene in India. Consumers today draw their sense of style and fashion from celebrities because there is a certain value attached to their judgement,” points out Sinha. He adds that for e-commerce sites, this outreach is not restricted to the metros but is even going to tier II and III cities where the demand and purchasing power were always there; the only hassle was that accessibility to fashion was restricted.

     

    “We at Jabong are giving access to these consumers to dress up like celebrities. Mainstream brand ambassadors give a certain level of authenticity to the brand and help weave a better connect with the target audience,” adds Mr Sinha.

     

    For Myntra, the choice of Ranveer Singh to endorse brand Roadster was driven by the current position of the brand in the market and the position that it aspires to achieve. Launched in December 2012, Roadster has become one of the top-selling brands on Myntra within a span 18 months, claims Vikas Ahuja, chief marketing officer, Myntra. “With this association, the brand will truly elevate itself beyond Myntra and become one of the most sought after labels for denims in the country,” he says.

     

    Myntra’s private labels, explains Mr Ahuja, play a significant role in creating differentiation, choice and value for shoppers, thereby contributing to making Myntra the preferred fashion destination of the country. Roadster products, for instance, are known for their combination of style and class and unparalleled quality, he points out. “Signing on Ranveer Singh, known for his power-packed and unconventional persona, is a sturdy step towards the evolution of the Roadster brand, which we intend to take to another level,” adds Ahuja.

     

    Similarly, Yepme too is becoming a far more widely known brand with its new celeb campaigns, according to Vivek Gaur, CEO, Yepme. “We believe in democratizing fashion and our audience base is a large one – people in their 20s and 30s who are interested in accessing the latest styles online, irrespective of geography. Bollywood is a source of inspiration and influence and the use of icons such as Farhan, Esha and Sonu will help highlight different ranges within the Yepme collection,” he says.

     

    Bollywood’s Appeal

    Well-known fashion designer Ravi Bajaj, too, agrees that roping in Bollywood stars is important for fashion brands – online and offline – in India to connect with the mass market. “For any fashion brand that has to reach out to the masses and sometimes even create a classy niche for itself in India, the focus has to be on movie stars. In fact, it’s not just the upcoming online fashion brands; sometimes even established and iconic luxury fashion brands need to rope in Bollywood stars,” he says.

     

    Endorsing online brands calls for a differentiated strategy, and to that extent endorsers have to accordingly calibrate their actions, explains Bijoor. “Online brand ambassadors need to be engineered to connect with consumers in a different manner than offline brand ambassadors. While offline brand ambassadors can get away by being macro and generic in their sway, online brand ambassadors need to be specific and focused.”

     

    Example: online offers scope for interactivity from a distance, something that LimeRoad is leveraging by having Neha Dhupia as a style director who engages with customers to help them shop for different products online based on their previous purchases. According to the company, so far roughly 10,000 women have created some 300,000 looks with Dhupia as the mentor. “She is not just a pretty face, she has a distinct fashion identity, dedication to make it big in life and a strong connect with social media-savvy customers. We are building a social discovery platform for making shopping a great experience and Neha brings this social media connect,” explains Suchi Mukherjee, CEO and cofounder, LimeRoad.

     

    For her part, Dhupia sees herself in a new role as a businesswoman and believes that LimeRoad is a breakthrough company. “Exclusive products being shown through beautiful user-generated scrapbooks [visual looks created with clothes, footwear and accessories] via live streaming on mobile is a one-of-a-kind concept in India. I want every girl/woman across the country to find a platform to express her own personal style,” she says.

     

    The fashion ecommerce space is a crowded one too with, at last count, at least a dozen online fashion brands slugging it out to connect with young consumers. Having a familiar, iconic and admired face endorsing it will clearly help in brand recall. “Bollywood celeb endorsements quickly provides a captive audience for the products sold online as people strive to wear or use something a celeb wears or endorses; they also help provide an instant credibility to the brand,” says Ashish Jhalani, founder, eTailing India, an e-commerce consultancy. As for fashion mongers, what’s in and what’s not is now theirs to know at the proverbial click of the mouse.

     

    Source:The Economic Times

    Copyright © 2014, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish