Best printers for Home

Best Mixer Grinder

Best wired Earphones

Best 43 Inch TV in India

Best Wi Fi Routers

Best Home Theatre in India

Smart Watch under 5000

Best Laptops for Education

Best Laptop for Students

<ul><li><keyword id="3703117" type="PERSON" weightage="20" keywordseo="prajakta-koli">Prajakta Koli</keyword>, aka <keyword id="4574577" type="PERSON" weightage="20" keywordseo="MostlySane">MostlySane</keyword>, has amassed an enormous following – 5.86 million subscribers on YouTube and 2.7 million on Instagram.</li><li>Having come a long way from starting her YouTube channel in 2015, her trick to being relevant as a content creator is to stay honest.</li><li>At the Business Insider Global Trends Festival, Koli shared how she has created a balance between her content and brand collaborations. </li></ul>One of India’s biggest YouTube <keyword id="1112328" type="PERSON" weightage="20" keywordseo="Influencers">influencers</keyword> Prajakta Koli aka MostlySane, has always managed to strike the right chord with her audience. Known for her goofy and creative videos that are highly relatable, Koli has amassed an enormous following – 5.86 million subscribers on YouTube and 2.7 million on Instagram. Having come a long way from starting her YouTube channel in 2015, her trick to being relevant as a content creator has always been associated with being honest – even when she does brand collaborations. Speaking at the Business Insider Global Trends Festival, Koli shared how she has created a balance between her content and brand collaborations. The fine line between branded content and collaborations India’s booming social media market has seen a rise in the number of influencers from across categories – beauty, fashion, entertainment, comedy, and more. It has also paved the way for viral influencer marketing, where brands use an influencer or content creator’s platform to reach out to their audience. But here’s where a problem also comes in – how much-branded content is actually content for your audience? Koli believes that digital media users are over the era of direct marketing, and pathetic ads don’t have space on social media. “For creators like me, we put our life out there; it’s a much more honest conversation we have with our audiences. When the relationship builds on a foundation like this, it gets very difficult to sell things. I believe more in collaborations and how that helps my channel and the brand,” she said. As a content creator, Koli is not ready to compromise on any communication that goes up on her channel as she knows a bad integration will leave a dent in her channel. “The creator, as well as the brand, have a lot at stake while creating a brand video. It’s important to have a conversation and make it collaborative,” she said. Koli also shared advice that she got from her YouTuber friend – <keyword id="9827959" type="UNKNOWN" weightage="20" keywordseo="BeYouNick">BeYouNick</keyword>. “He says that every time you write a brand video after your script is ready, just remove the brand from it. Does the video still work? If it does, then it’s a beautiful placement where the brand works seamlessly well, and your video works on its own,” she said. How lockdown changed the way brands reach out to their audience As the coronavirus lockdown happened, content creators too had to adjust to new ways of making videos – many had to take up different skills and become their own photographers, videographers,etc. Meanwhile the audience’s time spent on new media platforms actually jumped many folds, which meant the demand for content was greater than ever. In fact, for Koli, she saw that the consumption pattern of content had changed entirely during the lockdown – people were spending more time on her channels. “More than how much new audience we got, the audience behaviour changed drastically during the lockdown. So even if zero new users came on my platform, the behaviour and consumption pattern changed,” she said. Koli shares that the lockdown was like a massive collaborative project where brands met creators midway and understood their pain points. “When the lockdown started, brands also very quickly adapted to the way of content creation. I was clear with brands that if they are expecting a highly produced video, that wasn’t going to happen,” she said. SEE ALSO: <a href="https://www.businessinsider.in/business/startups/news/byju-raveendran-on-byjus-us-expansion-and-how-white-hat-jr-wont-just-be-about-coding-anymore/articleshow/78904109.cms">'India can provide teachers to the world, just like software engineers,' says Byju Raveendran as he plans to take his $11 billion edtech startup to US shores</a>

Prajakta Koli aka MostlySane’s advice for content creators on the fine line between brand collaborations and staying honest on social media

<ul><li><keyword id="1183472" type="PERSON" weightage="20" keywordseo="male-grooming">Male grooming</keyword> brand <keyword id="6610309" type="UNKNOWN" weightage="20" keywordseo="Beardo">Beardo</keyword> recently onboarded actor <keyword id="6354563" type="PERSON" weightage="20" keywordseo="Hrithik-Roshan">Hrithik Roshan</keyword> to launch its campaign featuring the avatar Don Beardo, while creating a lot of buzz online.</li><li><keyword id="9187978" type="PERSON" weightage="20" keywordseo="sujot-malhotra">Sujot Malhotra</keyword>, CEO, Beardo talks to us about the brand's growth story so far while sharing his optimism about the brand growing by 100% this year. </li></ul>Male grooming brand Beardo recently launched an interesting campaign called Don Beardo featuring actor Hrithik Roshan. The brand created a lot of buzz around the campaign through its social media handles and got people curious. In the past, the brand has worked with influencers and celebrities like Suneil Shetty, BeYouNick, BhuvanBam, Ashish Chanchlani. Currently, along with Roshan, the brand also has cricketer <keyword id="6355454" type="LOCATION" weightage="20" keywordseo="kl-rahul">KL Rahul</keyword> and actor Yash of KGF fame as its face. <div type="Youtube" id="CgqCIvhjDBY" title="The world of #DonBeardo is here" thumbUrl="https://i.ytimg.com/vi/CgqCIvhjDBY/mqdefault.jpg"></div> Since its inception five years back, the brand has witnessed good growth. The direct-to-consumer had started out with products focusing on beards. However, over the years, it has diversified its offerings and has now evolved into a men’s grooming company offering haircare, skincare, merchandise, and lifestyle products. That the brand was on a good trajectory was proven when Marico bought around 45% of its stake in 2017. While it started out as an online brand, with Marico’s support, Beardo now has a good offline presence too. We recently caught up with Sujot Malhotra, CEO, Beardo who spoke to us about the brand’s recent campaign, its growth story so far and what makes him confident of achieving 100% growth this year. Excerpts: <cmsannotation type="cmsannotation" annotationid="Q) Your recent digital campaign features Hrithik Roshan. Why is the actor a good fit for Beardo?" comment="subhead" text="Q) Your recent digital campaign features Hrithik Roshan. Why is the actor a good fit for Beardo?">Q) Your recent digital campaign features Hrithik Roshan. Why is the actor a good fit for Beardo? </cmsannotation> As a personality-driven brand, we were sure about Hrithik’s whole persona - his looks and the influence he commands. He is one of India’s sexiest ‘manly man’ and the way he carries his beard is aspirational for many. Everyone wants to sport a beard and if Hrithik can become a Beardo, we can expect a lot more people to sway the Beardo way. <cmsannotation type="cmsannotation" annotationid="Q) Give us a sense of what this campaign entails?" comment="subhead" text="Q) Give us a sense of what this campaign entails?">Q) Give us a sense of what this campaign entails?</cmsannotation> The idea is to push the character of Don Beardo and create an aspiration amongst men in the country to become one. We have given them a glimpse of what a Beardo’s world would look like. The messaging remains that ‘Anyone can grow a beard but not everyone can be a Beardo.’ <cmsannotation type="cmsannotation" annotationid="Q) Apart from the digital campaign, how else are you going to communicate with your consumers?" comment="subhead" text="Q) Apart from the digital campaign, how else are you going to communicate with your consumers?">Q) Apart from the digital campaign, how else are you going to communicate with your consumers?</cmsannotation> We are a digital-first brand so the majority of our communication with our consumers is through digital avenues such as Facebook, Instagram and YouTube, providing fun and engaging content to our audience along with the right mix of meme marketing, influencer marketing and more. However, we believe that there should be a balance between offline and online marketing. For a holistic 360 degree approach, we will similarly invest in offline channels and ensure that the ‘Arrival of Don Beardo’ is efficiently publicised via collaterals such as brochures available in salons. In order to further amp up the arrival of Don Beardo, we have also handpicked some of our best sellers and curated four Don Beardo combos – Don Beardo Growth Pro Kit with our newly launch Beard Activator, Don Beardo Favourites Combo, Don Beardo Night Out Combo and Don Beardo Signature Combo that can be purchased both online and offline. <cmsannotation type="cmsannotation" annotationid="Q) How has Beardo's journey in the last 5 years been? What have some of your key milestones been?" comment="subhead" text="Q) How has Beardo's journey in the last 5 years been? What have some of your key milestones been?">Q) How has Beardo's journey in the last 5 years been? What have some of your key milestones been?</cmsannotation> There are many milestones that we’ve achieved over the last five years. The first, we are literally the pioneers in creating a category for Men’s grooming products in the country. We started off as a beard care brand, but over the years have successfully ventured into haircare, skincare, merchandise, and lifestyle products. We are here to provide everything that a man wants in life and we will continue expanding our portfolio to align with that vision. Content has been the hero for us and we’ve churned out many viral campaigns like Such a Beardo, My Mooch My Swag, Hello Beardo and many more. <cmsannotation type="cmsannotation" annotationid="Also, we have worked" comment="inlineshare" text="Also, we have worked with over 300 leading influencers and celebrities like Suneil Shetty, BeYouNick, BhuvanBam, Ashish Chanchlani and now we also have Hrithik Roshan, Yash and KL Rahul on board during different events. Over the last five years, our revenue has approximately grown over 40 times."> Also, we have worked with over 300 leading influencers and celebrities like Suneil Shetty, BeYouNick, BhuvanBam, Ashish Chanchlani and now we also have Hrithik Roshan, Yash and KL Rahul on board during different events. Over the last five years, our revenue has approximately grown over 40 times.</cmsannotation> <cmsannotation type="cmsannotation" annotationid="Q) A lot of your sales come from online channels but you now have a good offline presence too. How are you working towards further expanding your offline presence?" comment="subhead" text="Q) A lot of your sales come from online channels but you now have a good offline presence too. How are you working towards further expanding your offline presence?">Q) A lot of your sales come from online channels but you now have a good offline presence too. How are you working towards further expanding your offline presence?</cmsannotation> When we ventured into the men’s personal care and grooming space, we knew this trend is here to stay and has potential consumers across both online and offline markets. In 2016, we initiated our operations through the website and key e-commerce platforms and then penetrated into the offline space via salons and luxury retail chains. Parallelly, with changing trends, content and influencer seeding became our core marketing objective – we wanted every man in the country to know that Beardo is there to fulfil their grooming, lifestyle requirement and more. Campaigns like <a href="https://www.youtube.com/watch?v=OIJfF2nt6y0">SuchABeardo</a>, <a href="https://www.youtube.com/watch?v=RTCw42ZoY20">Beardo69</a>, WhyFeardoThere’sBeardo, <a href="https://www.youtube.com/watch?v=7E2JyBW7Ypo">Beardo Boss</a>, Dump the Razor attracted many eyeballs. While the content is fun, we also look at educating the audience about the right product and different regimes. We constantly invest in online marketing too – with a focus on Google and Facebook. Eventually, our offline properties like Beardothon, Beard&amp;Mustache competitions also started getting recognition. In order to tap a great audience, the brand onboarded KL Rahul and associated with KXIP. Besides this, we as a brand has come up with many of its first kind of products for men, -- The Charcoal Range, Vitamin C Range, Beard Oils, Beard Serums and Softeners, etc. To ensure quality standards, we are working with an in-house beauty trainer and technical product developer on a professional range of products that are created specially to offer the best Beardo services at salons. <cmsannotation type="cmsannotation" annotationid="Q) What are your plans of taking the brand deeper into Bharat?" comment="subhead" text="Q) What are your plans of taking the brand deeper into Bharat?">Q) What are your plans of taking the brand deeper into Bharat?</cmsannotation> Beardo is a ‘Bharat’ focused brand – made in India and retailed in India. Our online consumer penetration is massive, which allows us to reach men pan-India with utmost ease. For us tiers do not matter, if there is a passionate Beardo in any part of country, we are there for him. <cmsannotation type="cmsannotation" annotationid="Q) What is the target you've set for yourself for 2021, in terms of revenue and sales and where do you want to see the brand in a few years from now?" comment="subhead" text="Q) What is the target you've set for yourself for 2021, in terms of revenue and sales and where do you want to see the brand in a few years from now?">Q) What is the target you've set for yourself for 2021, in terms of revenue and sales and where do you want to see the brand in a few years from now?</cmsannotation> We are aiming at a 100% growth this year. Our vision for the brand is to create a desire, where every man feels like an ALPHA - confident, attractive, and sexy. We want every man in the country to become a Beardo and truly embrace the value system that we stand for. Becoming a Beardo is not just a style statement, it is a legacy that we have successfully started, as we believe that once a beardo, always a beardo. Over the next few years, we hope to expand our offerings even more and more heavily indulge in the likes of fragrances, lifestyle products, merchandise and more.

We are aiming at 100% growth in 2021: Sujot Malhotra, CEO, Beardo

<ul><li>The Awards recognise how leading brands are effectively leveraging YouTube as a platform to engage audiences to drive business goals and drive consumer engagement at scale across the country. </li><li>Launched earlier this year in association with Kantar for advertising released between October 2019 and February 2021, the winning campaigns represent a range of popular advertising formats across seven categories.</li></ul>The inaugural India edition of the <keyword id="11803860" type="UNKNOWN" weightage="20" keywordseo="youtube-works-awards">YouTube Works Awards</keyword> today announced its winners. The Awards recognise how leading brands are effectively leveraging YouTube as a platform to engage audiences to drive business goals and drive consumer engagement at scale across the country. Launched earlier this year in association with Kantar for advertising released between October 2019 and February 2021, the winning campaigns represent a range of popular advertising formats across seven categories, from 6-second Storytelling to Multi-video Storytelling, and were selected by a 12-member jury comprising some of the most respected business leaders and marketers in the country. During a time that was marked by several lockdowns and restricted creative production, the jury picked campaigns by Mondelez, which bagged both the Ruby and the Grand Prix for its ‘Not just a Cadbury’ ad, InMobi, Amazon Prime, Puma, Motilal Oswal, and upGrad as the winners. Announcing the Awards, Aditya Swamy, Director, Marketing Partnerships, Google India, said, “Online video is the gateway to the Internet for India. With four in five Indian consumers valuing YouTube deeply, and viewership growing both in rural and urban India, YouTube has emerged as India's favourite destination for video content. I raise a toast to the gamechangers across brand, creative, media, and creator ecosystems that are shaping digitally supercharged India’s shift towards YouTube. With these awards, our effort is to spotlight the most incredible work across the industry, using data-driven insights and tech-powered storytelling to deliver real impact for every kind of business. I want to express my deep gratitude to the Jury for their thoughtful analysis of the entries and picking the stand-out work done in India on YouTube. I look forward to all of us creating magic for brands by mixing creative, data and technology together.” Speaking about the key role YouTube served in the execution of the ‘Not just a Cadbury’ campaign, Anil Viswanathan, Senior Marketing Director, Mondelez, said, “We are thrilled for the ‘Not just a Cadbury’ campaign to be judged winner in two prestigious categories of the <keyword id="11803861" type="UNKNOWN" weightage="20" keywordseo="youtube-works">YouTube Works</keyword> Awards, the Ruby and the Grand Prix. This is yet another fabulous moment of celebration for the team. “Our campaign idea was to support small business owners impacted by the COVID-19 lockdowns through hyper personalisation and hyper localization. Both these would not have been possible without YouTube which powered it to achieve the levels of customization never achieved before. YouTube’s personalization capabilities helped bring together thousands of small business owners across thousands of PIN codes together with customers in their neighbourhoods, all on a single ad.” Commenting on the Awards, jury member and Head of Marketing, Bajaj Auto, Narayan Sundararaman, said, “'It was a great experience to be on the Grand Jury of these Awards and view such a large number of outstanding creative executions across businesses. The winning campaigns stand out for their ability to harness audience insight and storytelling with the advantage of content and context that YouTube uniquely provides to brands.” Josy Paul, Chairman and Chief Creative Officer, BBDO India, said, “Being on the jury of the first ever YouTube Works awards in India was a mind-altering experience. The experience opened my mind to the immense possibilities that YouTube offers. I came as a judge and left as a student.” Speaking of the judging process, Nandini Dias, CEO, LODESTAR UM, said, “The craft-agnostic nature of the jury put together for the YouTube Works Awards resulted in a fresh cross-pollination of perspectives, which made the discussions enriching and stimulating.” Agnello Dias, Creative Chairman, Dentsu, added, "The YouTube Works judging experience was a fascinating experience because some of the categories were such a clear indication as to where the world of marketing communications is heading. Besides, a lot of the work threw up completely fresh insights into how creativity is being consumed by target audiences in the contemporary era."The winners of the <keyword id="11803859" type="UNKNOWN" weightage="20" keywordseo="youtube-works-india-awards">YouTube Works India Awards</keyword> are: Grand Prix: Demonstrates excellence throughout the entire process, from identifying critical consumer insights and building creative idea, to executing the campaign through effective media buying and powerful messaging in all assets and formats <ul><li>Campaign Name - <a href="https://www.youtube.com/watch?v=gBWLm6Sx1WI" target="_blank">Not just a Cadbury ad</a></li><li>Winners - Mondelez | Wavemaker &amp; DeltaX | Ogilvy India</li></ul>The Ruby: The most creative, innovative and data-driven work with demonstrable business results <ul><li>Campaign Name - <a href="https://www.youtube.com/watch?v=gBWLm6Sx1WI" target="_blank">Not just a Cadbury ad</a></li><li>Winners - Mondelez | Wavemaker &amp; DeltaX | Ogilvy India</li></ul>Media Innovation: Brilliant media planning that drove business results <ul><li>Campaign Name - <a href="https://youtu.be/Mu3Rq3dzMzE" target="_blank">Glance - Baar Baar Dekho</a></li><li>Winners - Glance | In-Mobi | DDB Mudra</li></ul>Best Multi-Video Storytelling: Demonstrates a keen understanding of the audience, and an ability to bring a story to life through exceptional copywriting, creative direction, and flawless production across multiple videos <ul><li>Campaign Name - <a href="https://www.youtube.com/watch?v=fUeyAItugv8" target="_blank">Mirzapur S2 ka Bhaukaal</a></li><li>Winners - Amazon Prime Video India | PivotRoots | SoCheers</li></ul>Best Long Form Storytelling: Demonstrates a keen understanding of the audience, and an ability to bring a story to life through exceptional copywriting, creative direction, and flawless production in a video beyond 30 seconds <ul><li>Campaign Name - <a href="https://www.youtube.com/watch?v=xoVhnuCzHdA" target="_blank">PUMA Propah Lady</a></li><li>Winners - Puma | Digitas</li></ul>6-Second Storytelling: Demonstrates a keen understanding of the audience, and an ability to bring a story to life through exceptional copywriting, creative direction, and flawless production in a 6 second YouTube bumper ad <ul><li>Campaign Name - <a href="https://www.youtube.com/watch?v=eCEUJ_0GPaw" target="_blank">Poor Quality Hurts – Motilal Oswal</a></li><li>Winners - Motilal Oswal Financial Services | Social Kinnect | Mullen Lintas</li></ul>Best Collaboration: The best strategic and creative collaboration between Brand &amp; Creator that drove incredible buzz &amp; positive brand associations <ul><li>Campaign Name - <a href="https://www.youtube.com/watch?v=OkBuuRW8f_Y" target="_blank">BeYouNick x upGrad Originals - The Office Canteen</a></li><li>Winners - upGrad | Monk Entertainment | Be YouNick</li></ul>The Jury also included: Aditi Shrivastava, Co-founder, Pocket Aces; Amer Jaleel, Group CEO and Chairman, MullenLowe Lintas Group; Anita Nayyar, COO-Media &amp; Communications, Patanjali Ayurved Limited; Harman Dhillon, Vice President - Haircare, HUL; <keyword id="2811220" type="PERSON" weightage="20" keywordseo="Sukesh-Nayak">Sukesh Nayak</keyword>, Chief Creative Officer, Ogilvy India; Priti Murthy, CEO, OMD India; Rajdeepak Das, Chief Creative Office &amp; CEO – South Asia, Leo Burnett; Ravi Santhanam, CMO, HDFC Bank.

You Searched For "BeYouNick" and got 3 results

Prajakta Koli aka MostlySane’s advice for content creators on the fine line between brand collaborations and staying honest on social media

Sanchita Dash

We are aiming at 100% growth in 2021: Sujot Malhotra, CEO, Beardo

Samarpita Banerjee

YouTube announces Winners of first India edition of YouTube Works Awards

BI India Partner

Popular Keywords

Buying Guides