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<ul><li>This year, <keyword id="6378646" type="LOCATION" weightage="20" keywordseo="baisakhi">Baisakhi</keyword> falls on April 13, which is a Monday. </li><li>The harvest festival of Baisakhi marks the beginning of the solar year. </li><li>One of the most important festivals in Punjab, Baisakhi holds a special significance for the Sikh community.</li></ul>On April 13, 2020, the whole of Punjab and many parts of Northern India will gear up to celebrate the harvest festival of Baisakhi. On this joyful day, the farmers offer their prayers in thanks for a bountiful harvest of the Rabi crop. Baisakhi is also significant as it marks the founding of the Khalsa Panth community three hundred years ago by the tenth Sikh Guru, Guru Gobind Singh. Across the country, people celebrate the Baisakhi festival with a lot of fun, merriment and enthusiasm. Baisakhi in Punjab Punjab observes a state-wide holiday on the day of Baisakhi. Schools, colleges and offices remain closed to allow people to celebrate the event. Friends, relatives and neighbours exchange gifts among themselves. Businesses and offices also give away gifts to their employees. With all the gift-giving, there’s usually a surge in shopping ahead of the festival. The shops announce their annual sale offers and heavy discounts are offered on a wide range of items. Even the hotels announce huge discounts to lure in visitors from other states and countries who have come to either participate or observe the celebration of Baisakhi. Baisakhi and Sikhs The Sikh community celebrates Baisakhi by paying homage at Gurdwaras. They distribute offerings like Kada Prasad — a type of semolina halva made with equal portions of whole-wheat flour, clarified butter, and sugar — among the family members and friends. The tradition of Baisakhi was started in 1699 when the Panj Piaras or the ‘beloved five’ were the first five men to be baptised as Sikh and Guru Gobind Singh laid down the Panth Khalsa — the Order of the Pure Ones — according to scripture. Five individuals are chosen to represent the Panj Piaras and lead religious processions organized in the cities and provinces. Kar Sewa — volunteering to help at Gurdwaras — is an important highlight of the day. This act is considered as the expression of the modesty. In Gurdwaras, we can find the recitation of some passages from Guru Granth Sahib, kirtans and traditional songs. Baisakhi and farmers Punjab is rich in agriculture. Since Baisakhi commemorates the harvest season of the Rabi crops, it is a significant event for the farmers in the region. This festival is observed as a day of thanksgiving to the gods and natural elements that facilitated a bountiful harvest. Farmers visit the temples and Gurdwaras on this day wearing new clothes. Baisakhi fairs, bhangra and gidda are performances are common during this time in the state of Punjab. Baisakhi for Hindus and Buddhists Baisakhi marks the beginning of the solar calendar. On this day, the Sun enters the Mesh Rashi, the first one among the twelve zodiac signs. Therefore, this festival is also called as Mesh Sankranti. The other versions of Baisakhi are 'Naba Barsha' of Bengal, 'Rongali Bihu' of Assam, ‘Puthandu’ of Tamil Nadu, ‘Vaishakha’ of Bihar, and 'Pooram Vishu' of Kerala. These are all the variations of the Solar New Year celebrations across different parts of the country. The festival is highly significant for Hindus as well as Swami Dayanand Saraswati founded the Arya Samaj on this day in 1875. Baisakhi is a holy day for the Buddhists as they believe that Gautama Buddha, the founder of Buddhism attained enlightenment or Nirvana on this day.

Know the significance of Baisakhi, the harvest festival of Punjab

The year 2014 is just two days old, marking the beginning of yet another <keyword id="89477" type="UNKNOWN" weightage="100" keywordseo="Gregorian-calendar">Gregorian calendar</keyword> year. But revellers who painted the town red and want more party time need not lose heart. Officially, the year has taken off on January 1, but the regional variants of the New Year’s Day still prevail in a country like India – home to a colourful mélange of cultures and traditions. So we are yet to experience a spate of <keyword id="471694" type="UNKNOWN" weightage="100" keywordseo="New-Year-festivities">New Year festivities</keyword>, celebrated from <keyword id="6354495" type="CITY" weightage="100" keywordseo="kashmir">Kashmir</keyword> to Kanyakumari, from the <keyword id="53478" type="CITY" weightage="100" keywordseo="North-East">north-east</keyword> to the western coast. 
 Interestingly, both the Gregorian calendar (introduced by Pope Gregory XIII in 1582) and the previous <keyword id="89476" type="PERSON" weightage="100" keywordseo="Julian-calendar">Julian calendar</keyword> (first implemented by Julius Caesar in 46 BC) kick off on the same day – January 1. The Romans originally dedicated the first day of the year to Janus, the god of gates, doors and beginnings, and January, the first month of the year, was named after him. Later on, most nations in Western Europe officially started the New Year from January 1. The UK was a late adopter, though, and observed New Year’s Day on <keyword id="47282" type="ENTERTAINMENT" weightage="100" keywordseo="march">March</keyword> 25, popularly known as Lady Day since it celebrated Virgin Mary and the Feast of the Annunciation. This practice stayed in England up to 1752. 
 Closer home, we have many time-reckoning systems but the most significant among them is the <keyword id="1998432" type="UNKNOWN" weightage="100" keywordseo="Sakabda">Sakabda</keyword> or the <keyword id="1998433" type="UNKNOWN" weightage="100" keywordseo="Saka-calendar">Saka calendar</keyword>. It was introduced in 78 AD, most probably by the Kushan ruler Kanishka, and was even used in other countries such as Kampuchea and Indonesia. Another one is the popular <keyword id="1998435" type="UNKNOWN" weightage="100" keywordseo="Bangabda">Bangabda</keyword> or the <keyword id="1282409" type="UNKNOWN" weightage="100" keywordseo="Bengali-calendar">Bengali Calendar</keyword>, a <keyword id="1998436" type="UNKNOWN" weightage="100" keywordseo="Solar-calendar">solar calendar</keyword> started by Mughal emperor <keyword id="6363995" type="PERSON" weightage="80" keywordseo="Akbar">Akbar</keyword> in 1584 AD. Then there is the <keyword id="1998437" type="UNKNOWN" weightage="100" keywordseo="Hijri-New-Year">Hijri New Year</keyword>, also known as the <keyword id="1926173" type="UNKNOWN" weightage="100" keywordseo="Islamic-new-year">Islamic New Year</keyword>, which started in 610 AD when <keyword id="6358086" type="PERSON" weightage="80" keywordseo="Prophet-Muhammad">Prophet Muhammad</keyword> migrated from Mecca to <keyword id="89362" type="CITY" weightage="80" keywordseo="Medina">Medina</keyword>. 
 With so many calendars around and so many regional New Year’s Days to celebrate, it’s time to soak in the traditional rituals once more, mostly observed during the months of <keyword id="368788" type="PERSON" weightage="100" keywordseo="Chaitra">Chaitra</keyword> and <keyword id="1998439" type="UNKNOWN" weightage="100" keywordseo="Baishakh">Baishakh</keyword> (March-April). Here’s a quick look at the key events. 
 
 
 
<keyword id="4349969" type="UNKNOWN" weightage="100" keywordseo="Navreh">Navreh</keyword> – Kashmir: Let us start with Navreh, the New Year’s Day in the <keyword id="911185" type="UNKNOWN" weightage="100" keywordseo="Lunar-calendar">lunar calendar</keyword> and observed on the <keyword id="1998440" type="UNKNOWN" weightage="100" keywordseo="Shukla-Pratipada">Shukla Pratipada</keyword> (first day of the waxing moon) in the month of Chaitra (March-April). It is the <keyword id="1998441" type="UNKNOWN" weightage="100" keywordseo="Oldest-New-Year-celebration">oldest New Year celebration</keyword>, and finds mention in historical works such as Nilamat Purana, <keyword id="1998443" type="UNKNOWN" weightage="100" keywordseo="Kalhana">Kalhana</keyword>’s <keyword id="1998442" type="UNKNOWN" weightage="100" keywordseo="Rajtarangini">Rajtarangini</keyword> and Persian scholar <keyword id="1792427" type="UNKNOWN" weightage="80" keywordseo="Al-Biruni">Al-Biruni</keyword>’s writing. Each household prepares the ‘<keyword id="1998444" type="UNKNOWN" weightage="100" keywordseo="Holi-thali">holi thali</keyword>’ with great care, containing food, flower and other essentials, and it is viewed at the dawn of Navreh while family members pray for <keyword id="6383453" type="ORGANIZATION" weightage="100" keywordseo="Wealth">wealth</keyword>, knowledge and <keyword id="23119" type="ENTERTAINMENT" weightage="100" keywordseo="good-luck">good luck</keyword>. From this day, <keyword id="1998445" type="UNKNOWN" weightage="100" keywordseo="Nav-Durga-Puja">Nav Durga Puja</keyword> or <keyword id="31525" type="UNKNOWN" weightage="100" keywordseo="Navratra">Navratra</keyword> also begins in Kashmir and continues for 9 days. 
 
<keyword id="1296432" type="UNKNOWN" weightage="100" keywordseo="Chaitti">Chaitti</keyword> – <keyword id="6358126" type="CITY" weightage="100" keywordseo="Himachal-Pradesh">Himachal Pradesh</keyword>: In this hill state, the New Year’s Day is celebrated on the first day of Chaitra according to the <keyword id="1998446" type="UNKNOWN" weightage="100" keywordseo="Vikrami-calendar">Vikrami calendar</keyword> and festivals such as <keyword id="48284" type="CITY" weightage="100" keywordseo="navratri">Navratri</keyword> and <keyword id="1998448" type="UNKNOWN" weightage="100" keywordseo="Ralli-Puja">Ralli Puja</keyword> are held throughout the month in honour of Goddess Durga/Bhagwati. The month-long Ralli Puja ends in the marriage of Lord Shiva and the goddess as spinsters seek blessings of the divine duo for a spouse like Lord Shiva. 
 
<keyword id="42862" type="PERSON" weightage="100" keywordseo="Ugadi">Ugadi</keyword> – <keyword id="37102" type="COMPANY" weightage="100" keywordseo="Andhra-Pradesh">Andhra Pradesh</keyword> &amp; <keyword id="6354780" type="ENTERTAINMENT" weightage="100" keywordseo="Karnataka">Karnataka</keyword>: It is celebrated on the same day as Navreh, in the month of Chaitra, and marks the beginning of the South Indian lunar year. People of these southern states believe that Lord Brahma began the creation of the universe on this auspicious day. Houses are decorated with mango leaves and <keyword id="202308" type="PERSON" weightage="100" keywordseo="Rangoli">rangoli</keyword> designs; Panchanga or the <keyword id="1998452" type="UNKNOWN" weightage="100" keywordseo="Religious-almanac">religious almanac</keyword> is recited and puja offerings are made for a prosperous New Year. Ugadi <keyword id="758269" type="UNKNOWN" weightage="100" keywordseo="pachadi">pachadi</keyword>, the traditional dish of six flavours made of <keyword id="6441002" type="UNKNOWN" weightage="100" keywordseo="neem">neem</keyword>, <keyword id="137842" type="UNKNOWN" weightage="100" keywordseo="jaggery">jaggery</keyword> &amp; banana, salt, green chilli/pepper, tamarind juice and unripe mango, is also relished on this occasion to acknowledge six different aspects of life. 
 
<keyword id="608876" type="PERSON" weightage="100" keywordseo="Gudhi-Padva">Gudhi Padva</keyword> – <keyword id="13126" type="COMPANY" weightage="100" keywordseo="Maharashtra">Maharashtra</keyword> &amp; <keyword id="826" type="CITY" weightage="100" keywordseo="Goa">Goa</keyword>: Observed on the same day as Navreh and Ugadi (Chaitra Shukla Pratipada), the New Year festivities in these states celebrate the bounty of Nature. Houses are decked up with rangoli and colourful gudhi – a bright-hued, embellished silk banner tied to a decorated <keyword id="1808323" type="UNKNOWN" weightage="100" keywordseo="bamboo-pole">bamboo pole</keyword> and an upside down brass/silver pot fitted on the top. A day after Gudhi Padva, <keyword id="127745" type="UNKNOWN" weightage="100" keywordseo="Cheti-Chand">Cheti Chand</keyword> or the <keyword id="610532" type="UNKNOWN" weightage="100" keywordseo="Sindhi-New-Year">Sindhi New Year</keyword> is observed to celebrate the birth anniversary of <keyword id="1998458" type="UNKNOWN" weightage="100" keywordseo="Ishtadeva-Uderolal">Ishtadeva Uderolal</keyword> or <keyword id="987886" type="UNKNOWN" weightage="100" keywordseo="Jhulelal">Jhulelal</keyword>, the patron saint of the Sindhis. Lord Varuna, the water god, is also worshipped on this day, followed by <keyword id="6771793" type="UNKNOWN" weightage="100" keywordseo="feasting">feasting</keyword> and <keyword id="240265" type="UNKNOWN" weightage="100" keywordseo="devotional-music">devotional music</keyword>. 
 
Varuda Pirappu/Puthandu – <keyword id="20154" type="ORGANIZATION" weightage="100" keywordseo="tamil-nadu">Tamil Nadu</keyword>: Held in mid-April, the <keyword id="6407830" type="UNKNOWN" weightage="100" keywordseo="Tamil-New-Year">Tamil New Year</keyword>’s Day is celebrated on the first day of Chithirai, which is the first month of the traditional <keyword id="525554" type="UNKNOWN" weightage="100" keywordseo="Tamil-calendar">Tamil calendar</keyword>. Just like Navreh, the day begins with <keyword id="1998464" type="UNKNOWN" weightage="100" keywordseo="Auspicious-sighting">auspicious sighting</keyword> or <keyword id="1009356" type="UNKNOWN" weightage="100" keywordseo="kanni">Kanni</keyword>, as people <keyword id="1873" type="UNKNOWN" weightage="100" keywordseo="Worship">worship</keyword> <keyword id="13726" type="PERSON" weightage="100" keywordseo="rice">rice</keyword> &amp; farm products, <keyword id="119992" type="ORGANIZATION" weightage="100" keywordseo="precious-metals">precious metals</keyword> and <keyword id="1246513" type="UNKNOWN" weightage="100" keywordseo="new-clothes">new clothes</keyword>. Ritualistic patterns called kolams are drawn; traditional lamps or kuthu vilakkus are lighted and placed in the centre, and brass bowls known as niraikudums are filled with water to usher in <keyword id="73094" type="UNKNOWN" weightage="100" keywordseo="prosperity">prosperity</keyword> and <keyword id="800742" type="UNKNOWN" weightage="100" keywordseo="fulfillment">fulfillment</keyword>. It is followed by the <keyword id="1998469" type="UNKNOWN" weightage="100" keywordseo="Almanac-worship">almanac worship</keyword> called <keyword id="1998471" type="UNKNOWN" weightage="100" keywordseo="Panchanga-Puja">Panchanga Puja</keyword>. And the festive meal features pachadi, fruits and payasam or dessert. 
 
<keyword id="345699" type="PERSON" weightage="100" keywordseo="Vishu">Vishu</keyword> – <keyword id="28504" type="CITY" weightage="100" keywordseo="Kerala">Kerala</keyword>: Vishu is the <keyword id="1010370" type="UNKNOWN" weightage="100" keywordseo="Malayalam-New-Year">Malayalam New Year</keyword>’s Day, observed in Kerala on the first day of the Malayalam month of Medam. As in other South Indian states, auspicious sighting and other rituals are observed as part of the celebration; <keyword id="51941" type="UNKNOWN" weightage="100" keywordseo="firecrackers">firecrackers</keyword> are burst and an elaborate <keyword id="1998461" type="UNKNOWN" weightage="100" keywordseo="Festive-lunch">festive lunch</keyword> called <keyword id="1998473" type="UNKNOWN" weightage="100" keywordseo="Sadya">sadya</keyword> is served. 
 
 
 
<keyword id="1334751" type="UNKNOWN" weightage="100" keywordseo="Poila-Baishakh">Poila Baishakh</keyword> – <keyword id="6357783" type="CITY" weightage="100" keywordseo="West-Bengal">West Bengal</keyword>: The Bengali New Year’s Day is celebrated in the month of Baishakh (mostly on <keyword id="6364510" type="PERSON" weightage="100" keywordseo="april">April</keyword> 14). Also known as <keyword id="989326" type="UNKNOWN" weightage="100" keywordseo="Naba-Barsha">Naba Barsha</keyword>, <keyword id="27928" type="PERSON" weightage="100" keywordseo="Lord-Ganesha">Lord Ganesha</keyword> and <keyword id="462664" type="ORGANIZATION" weightage="100" keywordseo="Goddess-Lakshmi">Goddess Lakshmi</keyword>, deities of wealth, are worshipped on this day while businesses open fresh ledgers known as <keyword id="1998474" type="UNKNOWN" weightage="100" keywordseo="Haal-Khata">Haal Khata</keyword>. Feasting, festivities and <keyword id="6409104" type="UNKNOWN" weightage="100" keywordseo="cultural-programmes">cultural programmes</keyword> are the main attractions here. <keyword id="1998475" type="UNKNOWN" weightage="100" keywordseo="Maithili-New-Year">Maithili New Year</keyword> <keyword id="1998426" type="UNKNOWN" weightage="100" keywordseo="Juri-Sheetal">Juri Sheetal</keyword> is also celebrated on this day. 
 
<keyword id="1998425" type="UNKNOWN" weightage="100" keywordseo="Maha-Vishuva-Sankranti">Maha Vishuva Sankranti</keyword> – <keyword id="6357961" type="CITY" weightage="100" keywordseo="Odisha">Odisha</keyword>: In neighbouring Odisha, the New Year’s Day is also known as <keyword id="1998476" type="UNKNOWN" weightage="100" keywordseo="Pana-Sankranit">Pana Sankranit</keyword> or <keyword id="1998424" type="UNKNOWN" weightage="100" keywordseo="Jala-Sankranti">Jala Sankranti</keyword> or <keyword id="1998427" type="UNKNOWN" weightage="100" keywordseo="Mesha-Sankranti">Mesha Sankranti</keyword> that marks the beginning of a year in the solar calendar. Traditionally held on the first day of Baishakh (mid-April), a sweet drink called <keyword id="1998477" type="UNKNOWN" weightage="100" keywordseo="Pana">Pana</keyword> is made using fruits, card, milk, water and sugar/jaggery and bestowed as <keyword id="1998478" type="UNKNOWN" weightage="100" keywordseo="Puja-offering">puja offering</keyword>. People also drink Pana and water is offered to all, even to birds and animals, for a month. Throughout this period, <keyword id="1998479" type="UNKNOWN" weightage="100" keywordseo="Goddess-Hingula">Goddess Hingula</keyword> is worshipped for driving the evil away. Devotees often keep fast and perform penances as part of the rituals. 
 
Rongali/Bohag Bihu – <keyword id="6354915" type="CITY" weightage="100" keywordseo="Assam">Assam</keyword>: Held in the month of Baishakh (mid-April), this weeklong colourful and vibrant festival not only marks the beginning of a year in the solar calendar, but also heralds the new agricultural season. As in all other states, pujas are offered to ensure a prosperous year ahead; <keyword id="974604" type="UNKNOWN" weightage="100" keywordseo="festive-food">festive food</keyword> such as pitha and laru is made and shared, and young people get together to choose their life partners. Fairs are held; games are played, and the traditional <keyword id="1998481" type="UNKNOWN" weightage="100" keywordseo="Bihu-songs">Bihu songs</keyword> &amp; dances make it the perfect season for jollity and merriment. 
 
<keyword id="1998480" type="UNKNOWN" weightage="100" keywordseo="Cheiraoba">Cheiraoba</keyword> – <keyword id="6359754" type="CITY" weightage="100" keywordseo="Manipur">Manipur</keyword>: Moving further north-east, one gets to celebrate the Manipuri New Year Sajibu Cheiraoba in the month of April. Puja offerings, delicious food and festivities mark this occasion as well. In addition, locals climb the nearest hill tops, thus aspiring to rise to great heights in real life. 
 
Baisakhi/Vaisakhi – <keyword id="6354953" type="COMPANY" weightage="100" keywordseo="Punjab">Punjab</keyword>: Traditionally a <keyword id="404010" type="UNKNOWN" weightage="100" keywordseo="harvest-festival">harvest festival</keyword>, the <keyword id="1011009" type="UNKNOWN" weightage="100" keywordseo="Punjabi-New-Year">Punjabi New Year</keyword>’s Day is held on April 13/14 (the first day of the second month of the year, according to the Nanakshahi Calendar). It is a significant day for the <keyword id="81001" type="UNKNOWN" weightage="100" keywordseo="Sikh-community">Sikh community</keyword> as well since they celebrate the day in honor of the 10th guru, <keyword id="138545" type="PERSON" weightage="80" keywordseo="Guru-Gobind-Singh">Guru Gobind Singh</keyword>, who did away with the <keyword id="6434481" type="UNKNOWN" weightage="100" keywordseo="Caste-System">caste system</keyword>. Otherwise, fun, food and <keyword id="1998485" type="UNKNOWN" weightage="100" keywordseo="Country-dances">country dances</keyword> like <keyword id="6920" type="CITY" weightage="100" keywordseo="Bhangra">Bhangra</keyword> and <keyword id="465865" type="PERSON" weightage="100" keywordseo="giddha">Giddha</keyword>, keeping time with the beats of dhols and drums, mark this occasion. 
 
<keyword id="585610" type="UNKNOWN" weightage="100" keywordseo="Bestu-Varas">Bestu Varas</keyword> – <keyword id="6354766" type="COMPANY" weightage="100" keywordseo="Gujarat">Gujarat</keyword>: In certain parts of northern and western India, Diwali heralds the New Year and Gujarat is one of them. Bestu Varas is held a day after the Festival of Lights, in the month of <keyword id="6376330" type="PERSON" weightage="100" keywordseo="Kartik">Kartik</keyword> (October-November) and houses are splendidly decked up with <keyword id="5823" type="PERSON" weightage="100" keywordseo="Flowers">flowers</keyword>, rangoli and torans (door hangings). Pujas are offered; New Year <keyword id="54214" type="UNKNOWN" weightage="100" keywordseo="Fireworks">fireworks</keyword> are everywhere and gifts are generously exchanged. And one must not forget the festive food either, especially the delectable and traditional snacks of Gujarat such as <keyword id="107294" type="CITY" weightage="100" keywordseo="farsan">farsan</keyword>. 
 
Images: Wikipedia

New Year Festivities
Not Over Yet; Here Is How India
Celebrates

<ul><li>Ahead of World Emoji Day which falls on July 17, we take a look at how emojis have become a very important part of our everyday digital conversations.</li><li>Brands have realised the emoji connect and many have been upping their emoji game on digital platforms to build a stronger connect with its target audience.</li><li>We speak to <keyword id="1680920" type="PERSON" weightage="20" keywordseo="Rishabh-Sharma">Rishabh Sharma</keyword>, Head - <keyword id="10538938" type="UNKNOWN" weightage="20" keywordseo="twitter-next">Twitter Next</keyword>, India who tells us how <keyword id="6354616" type="UNKNOWN" weightage="20" keywordseo="Twitter">Twitter</keyword> is innovating and offering more emoji fuel to brands to help them build more engaging campaigns for the platform.</li></ul>Over the years, emojis have become an important part of the language we use on digital platforms. Emojis are universal, they transcend languages and cultures, and bind us all together through the emotions that they often symbolise. If some studies are to be believed, around 92% of all people online use emojis to communicate. And why not, they help add color, emotions and at times even suspense to our conversations. Over the years, brands too have realised the power of emojis and many have experimented in different ways with emojis to build a stronger connect with their consumers. Platforms have also launched custom emojis to further drive personalization and strengthen connect with their audiences. Twitter is a platform that has, over the years, experimented with emojis. Many brands that have innovatively used emojis have found success on the platform too. Ahead of World Emoji Day, we caught up with Rishabh Sharma, Head - Twitter Next, India, to understand how the use of emojis on the platform has evolved over the years, and to take a look at the campaigns of a few brands that have got it right. He also shares a few tips to help brands get their emoji game right on Twitter. Excerpts: Q) Emojis have become an important part of how we communicate in the digital world today. How have brands been using emojis to build a connect with consumers? In order for brands to create thumb-stopping messages, visual expression is a key ingredient in the mix. How we communicate socially and express our emotions has drastically changed in the digital world and people using the Internet are driving the rise of this visual language. Emojis on Twitter are a big part of this. Today, brands across categories and markets are leveraging Twitter’s branded emoji to add visual personality to their campaigns, becoming part of the conversation. Our internal studies show that brands leveraging custom emojis garner higher receptivity and engagement on the campaign hashtag. Brands are investing in creating a fun, appealing creative element that is unique to their campaign, product or message, and in return receiving organic endorsement when the people on Twitter use the branded hashtags in the Tweets. Q) How have you as a platform been customizing emojis to help brands communicate better? Our focus remains on partnering with brands to understand the theme of their marketing campaign, the message they are aiming to communicate and then advise them on the use of a custom branded emoji. The creative canvas is wide open for all brands to create something unique and personal for their audience. Some of the ideas we’ve experimented with include launching custom emojis that are designed through crowdsourcing, creating intrigue by exploring dark mode emojis or even asking the people on Twitter to unlock content by pairing emojis together. Q) What are some of the most effective brand campaigns on Twitter that have been heavily driven by emojis and have seen success in the past few years? Through the years, we have seen varied usage of emojis as the format has now become staple for brands in the country. Whether you’re launching a new brand, product, app, message or promotion, adding a visual identity makes the hashtag come alive. <a href="https://twitter.com/OPPOIndia/status/1412684605468012548">Oppo India</a> is live with a custom branded emoji for their upcoming launch of Reno6, and the design highlights the core feature of glow in the model. Last month, we saw <keyword id="3194526" type="PERSON" weightage="20" keywordseo="Netflix-India">Netflix India</keyword> (<a href="https://twitter.com/NetflixIndia">@NetflixIndia</a>) creating a swell conversation on the timeline as they <a href="https://twitter.com/NetflixIndia/status/1400343251329163264">went live with an emoji</a> for the movie ‘<keyword id="8920548" type="UNKNOWN" weightage="20" keywordseo="jagame-thandhiram">Jagame Thandhiram</keyword>’ and created a connection with the audience in the south celebrating Dhanush. Amazon Prime Video (<a href="https://twitter.com/PrimeVideoIN">@PrimeVideoIN</a>) India recently launched <a href="https://twitter.com/PrimeVideoIN/status/1410848332084252675">‘The Tomorrow War’</a> campaign on Twitter, where our teams collaborated to delight the streaming fans with a <a href="https://twitter.com/hashtag/WhiteSpikesHunt?src=hashtag_click">#WhiteSpikesHunt</a> emoji. An emoji that will only appear once you switch off the lights on Twitter a.k.a dark mode. Spotify India (<a href="https://twitter.com/spotifyindia">@spotifyindia</a>) continues to lead with a language of expression, as they activated the much loved branded emoji for two successive <a href="https://twitter.com/spotifyindia/status/1273971294875160576">World Music Day</a> campaigns across the year. Q) How are you as a platform also making your emojis more diverse and inclusive? Emojis are embedded in the conversational culture on Twitter - their usage has grown with conversations on the service. Over the years, we’ve introduced several customised emojis to support diverse conversations. For entertainment enthusiasts, we’ve released custom emojis for movies like <a href="https://twitter.com/twitterindia/status/898465872024444928?lang=en">#Mersal</a>, the<a href="https://twitter.com/TwitterIndia/status/1318437648663339010?s=20"> 25th anniversary of Dilwale Dulhania Le Jayenge</a>, and shows like <a href="https://twitter.com/TwitterIndia/status/787602771000168448">Bigg Boss</a>. Sports conversations are massive on Twitter, and we’ve encouraged these with emojis for the <a href="https://twitter.com/cricketworldcup/status/1133846210622709762">Cricket World Cup</a> and for the <a href="https://twitter.com/TwitterIndia/status/1378378919858950146">IPL</a>. We’ve also introduced several emojis for festivals like Diwali, <a href="https://twitter.com/TwitterIndia/status/926657299145400320?s=20">Guru Nanak Jayanti</a>, <a href="https://twitter.com/TwitterIndia/status/1135753458764591109">Eid</a>, <a href="https://twitter.com/TwitterIndia/status/984705774738796544">Vishu and Puthandu</a> to cater to diverse audiences pan-India, and also for occasions of national importance like <a href="https://twitter.com/TwitterIndia/status/1353704564931715072">Republic Day</a>. We even <a href="https://blog.twitter.com/en_in/a/2016/we-launched-our-first-crowd-sourced-diwali-emoji-in.html">crowdsourced an emoji for Diwali in 2016</a>. Like many others, our recent <a href="https://twitter.com/TwitterIndia/status/1366698471638507520">#AssemblyElections2021</a> emoji could be activated with hashtags in multiple languages. Earlier this year, we released the <a href="https://twitter.com/TwitterIndia/status/1367758348083335173">#WeAreWomen emoji</a> on Women’s Day, to support conversations from the women community across the globe. When we look at branded emojis, we’re catering to and partnering with a dynamic set of brands across categories, ranging from <keyword id="1245953" type="ORGANIZATION" weightage="20" keywordseo="OTT">OTT</keyword> and media &amp; entertainment category, BFSI, Auto, E-commerce, Fintech and more. For Uber India’s (<a href="https://twitter.com/Uber_India">@Uber_India</a>) Valentine’s Day 2019 campaign, <a href="https://twitter.com/hashtag/LoveMovesForward?src=hashtag_click">#LoveMovesForward</a>, we partnered with the brand to introduce a <a href="https://twitter.com/Uber_India/status/1095367504543633408?s=20">Pride Heart emoji</a> to spearhead love and acceptance, and build on their broader mission of ‘Move Forward’. The conversations on Twitter are evolving, and we make sure that reflects in how we’re contributing to these conversations. Q) What are some of the most effective emoji-driven formats that brands have been using on Twitter? We’ve been experimenting with formats to help brands engage more meaningfully. We have partnered with a number of brands to create what we call an <keyword id="11653792" type="UNKNOWN" weightage="20" keywordseo="emoji-engine">Emoji Engine</keyword> - and it has worked really well from an audience engagement lens. With the help of third party partners, we create a customised bank of emojis that serves people a personalised experience. When someone engages with an Emoji Engine campaign by Tweeting with an emoji, they’re rewarded with customised content that is tied to that specific emoji. Several brands have used the Emoji Engine to drive entire campaigns. <a href="https://twitter.com/bmwindia/status/1319284825140817923?s=19">BMW India</a> also gave people an exclusive peek into <a href="https://twitter.com/hashtag/The2?src=hashtag_click">#The2</a> through an Emoji Engine. <a href="https://twitter.com/NetflixIndia/status/1309482939101503488">Netflix India’s</a> <a href="https://twitter.com/hashtag/NetflixMatchmaker?src=hashtag_click">#NetflixMatchmaker</a>, which was based on the insight that customers actively seek content recommendations on Twitter, shared binge-worthy recommendations that match the mood of the emoji Tweeted with the campaign hashtag. <a href="https://twitter.com/Flipkart/status/1315653182429618178?s=19">Flipkart’s </a><a href="https://twitter.com/hashtag/BigBillionDays?src=hashtag_click">#BigBillionDays</a> campaign also used an Emoji Engine - wherein each emoji Tweeted was rewarded with suitable discounts and offers available in the flagship e-sale. Q) How can brands further up their emoji game on Twitter? As we continue to innovate with upcoming formats, and experiment with the existing creative canvas on Twitter, few guiding principles below can always enable the brand marketing teams to amplify the usage of emojis on Twitter. <ul><li>Think Upstream. Emojis aren’t just symbols that add receptivity to a brand’s hashtag but have the potential to kick-start an idea, and integrate multiple media touchpoints for a brand to connect with the audience on and beyond Twitter.</li><li>Shareable Message. When a brand invests in activating an emoji, it's equally important to focus on launching this with a shareable Tweet copy or CTA formats to establish an organic connection with the audience.</li><li>Beyond Products. With the increasing usage of emojis across all campaigns, the opportunity always exists to go beyond product-specific designs and push the creative envelope to design for cues that are core to the theme, and how your audience might connect with the message.</li></ul>

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