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It seems popular social networking website <keyword id="6354616" type="CITY" weightage="20" keywordseo="Twitter">Twitter</keyword> is the next big thing on the digital marketing platform. While internet users are increasingly joining the Twitterati bandwagon to share their views on almost everything under the sun, marketers across the country too are realising its importance from the brand’s point of view. 
	 “The term ‘social media’ is used quite loosely in India. I would like to call Twitter as the platform for live experience network,” said <keyword id="2246970" type="UNKNOWN" weightage="20" keywordseo="Rishi-Jaitley">Rishi Jaitley</keyword>, country head of Twitter India at the <keyword id="2802025" type="UNKNOWN" weightage="20" keywordseo="EEMAGINE-Summit-2015">EEMAGINE Summit 2015</keyword> organised by Events &amp; Entertainment Management Association (EEMA). 
	 
	He added that more than 500 million tweets are sent daily across the world. “We are in the business of live marketing. We have found out that 75% of the tweet views of the actual tweets happen within an hour of it being posted,” noted Jaitley. 
	 
	Leveraging the growing reliance on mobile for both consumers and the brands, he explained that Twitter is a great way for brands to personally interact with the consumers. 
	 In India, Twitter is widely accessed by the users through their phones. “Our data suggested that 76% of the users access Twitter via mobile phones,” he pointed out. The company recently acquired Bangalore based ‘missed call’ marketing start-up <keyword id="416397" type="UNKNOWN" weightage="20" keywordseo="ZipDial">ZipDial</keyword>. 
	 
	ZipDial offers services to large brands which include Unilever, Gillette, Amazon, Facebook and also Twitter. The company assigned special numbers to its clients, which are then shared with their target audience through traditional media. Under this arrangement, consumers could give a missed call to the specified number and the companies would get back to them. Marketing experts called it a great strategy for marketers to directly connect with the consumers especially in semi-urban and rural areas where mobile was the primary source of communication. 
	 
	Emphasizing on the company’s growing involvement with mobile marketing, Jaitley recalled that Twitter was invented on SMS. Jack Dorsey, co-founder of Twitter had posted his first tweet via SMS. Similarly, Jaitley himself had posted his first live tweet via mobile back in the US. 
	 
	According to Jaitley, at the time of live mass media events, impressions on the digital media across the web plummeted with Twitter being an exception. “ There were 118 million tweet views during the India-Pakistan match,” he noted. 
	 
	Image: Official website of the company 
	 
	However, Jaitley said that before leveraging Twitter’s popularity for brand connection with consumers, marketers should first understand the level of conversation that is happening on Twitter. “Dig out the conversation about your brand on Twitter and understand how it is being talked about on the platform,” stated Jaitley.

Wise words for marketers, Twitter may just help you lap up more
consumers

Warning of stringent action against black money hoarders, Prime Minister <keyword id="6354477" type="PERSON" weightage="20" keywordseo="Narendra-Modi">Narendra Modi</keyword> today said 37,000 shell companies indulging in tax evasion have been detected and more than three lakh firms are under the scanner for suspicious dealings post demonetisation, according to PTI news report. He emphasised it would become more difficult for people stashing illicit funds in Swiss banks once automatic tax information exchange regime begins between India and Switzerland. <keyword id="6354642" type="PERSON" weightage="20" keywordseo="Modi">Modi</keyword> said his government is committed to taking even tougher action against those helping hide black money and he is not at all concerned about any political implications of strong moves. The impact of the government's steps on checking black money is clear from the latest figures of Swiss banks, which show that Indians' money parked there has dipped to a record low, the prime minister added. Taking a dig at the previous government, he said the amount had risen sharply by 42 per cent in 2013, referring to a period when the Congress-led UPA regime was in power. In an hour-long speech at the foundation day function of the Institute of Chartered Accountants of India (ICAI), the prime minister sought to send out a strong message against chartered accountants trying to help entities in black money dealings even as he underlined their powers and responsibility. "The government has cancelled registration of over 1 lakh companies in a single stroke and more than 37,000 shell firms have been identified for strong action," he said. Referring to November 8, 2016 when the government demonetised old Rs 500 and 1,000 currency notes, Modi said he had heard that after the move, the work of the CAs increased and that even many of them cancelled their <keyword id="188" type="ENTERTAINMENT" weightage="20" keywordseo="Diwali">Diwali</keyword> holidays. Stressing that he was going to mention about certain numbers for the first time, he said "more than three lakh registered companies" have come under the scanner for suspicious activities after demonetisation. Data mining about the money that has come into the system after demonetisation is going on, he added. In a veiled dig at the CAs who might have helped entities in dealing with illicit funds post demonetisation, Modi said that he heard that after November 8, CAs had to do a lot of work but not sure how many did work for their clients and how many for the nation. Modi also wondered as to why action has only been taken against just 25 of them for irregularities, while more than 1,400 cases have been pending for many years. According to him, CAs need to safeguard society's economic health and they have a big responsibility. "Your signature is more powerful than that of the prime minister and the government also believes the accounts signed by you," he said addressing the CAs. Further, he asked CAs that if they know anyone with black money, they should warn them that they would not be spared. Along with <keyword id="2517872" type="UNKNOWN" weightage="20" keywordseo="Swachh-Bharat-Abhiyan">Swachh Bharat Abhiyan</keyword> (Clean India), the government is also cleaning India's economy and it has taken tough stand against those who have looted the nation, the prime minister stressed. CAs should take a pledge to bring people under the tax nrather than boasting about the number of clients they have saved from paying taxes, he added. He exhorted them to take charge of bringing their clients to path of honesty and said a wrong audit can impact lives of gullible investors as people take investment decisions on the basis of their audit reports. While stating that there are four goals of a human being -- dharma, arth, kama and moksh -- Modi said that in the economy, it would not be wrong to say that chartered accountants are rishi munis (saints). Alluding to the concept that even if one member of a family breaks the rules, then the family ends, Modi urged the CAs to lead their clients on the path of integrity. "Your patriotism is no less than mine" in ensuring the development of the country, he said. While emphasising that the CAs have been given a new opportunity with the <keyword id="6354679" type="ORGANIZATION" weightage="20" keywordseo="GST">GST</keyword> where they also have a crucial role to play, the prime minister urged them to start preparing the roadmap for 2024 -- when the institute would be completing 75 years. "Never let the opportunity slip out of your hands," he said. More than two crore went on foreign trips last year but there are only 32 lakh people who have declared income above Rs 10 lakh, Modi said and wondered whether there can be only that much number of people with high income. He also called for creating four big Indian accounting firms that are counted among the world's Big-8 even as he cautioned CAs against misuse of their all-powerful signature. The prime minister walked on the dais like it was a town hall event and his speech received thunderous applause. Finance Minister <keyword id="42575" type="PERSON" weightage="20" keywordseo="Arun-Jaitley">Arun Jaitley</keyword>, other ministers as well as bureaucrats were present at the function which was also telecast at various city capitals.

Three lakh shell companies under scanner

<keyword id="42575" type="PERSON" weightage="100" keywordseo="Arun-Jaitley">Arun Jaitley</keyword>, one of the most important men in India, second to only Prime Minister Narendra Modi normally has his task cut out for the day. Be it deciding what to do with foreign investors and their tax issues, to making life simpler for India’s citizens while filing tax returns, to deciding how much money should be spent by the government on various important social schemes amongst sundry other ‘totally nerve-wracking issues’. 
 But even the Finance Minister of India needs a breather. So, what does he do when he isn’t holding the reins of the country’s wallet? He watches a hindi movie! Known to be quite the movie buff, Arun Jaitley indulged in some ‘Dil Dhadakne Do’ moments last evening, when noted lyricist and father of the movie’s director, <keyword id="10355" type="PERSON" weightage="100" keywordseo="Javed-Akhtar">Javed Akhtar</keyword> invited the FM to a special screening of his daughter, Zoya Akhtar’s soon to-be released and eagerly anticipated movie. 
 
We sure would want to know how he liked the movie. Did the cool locales of the movie take the FM’s mind of the Delhi heat, and the work load he faces everyday! Or did it remind him of the vacations he can no longer take with his family, given the workload he faces everyday! 
 
That said, even as Arun Jaitley watched the movie, the stars of DDD are in Delhi, on an extensive promotion spree for the movie, for which the audience has been waiting with bated breath. The movie, which is about a dysfunctional Punjabi Family talks about how they rediscover lost relationships on a cruise across the Mediterranean Sea. 
 
The movie stars Anil Kapoor, Shefali Shah, Ranveer Singh, Anushka Sharma, Priyanka Chopra, Rahul Bose, Farhan Akhtar and Vikrant Massey. With such a huge star cast, the movie is surely the talk of the town today, and many celebrities who have watched the movie have vouched for it. 
 
Below are some tweets by some well-known faces who attended private screenings held by the makers. 
<blockquote class="twitter-tweet" lang="en">
	
		My mother just called to say that <a href="https://twitter.com/hashtag/DilDhadakneDo?src=hash">#DilDhadakneDo</a> is the best film she has seen in years!!!!! You go ZOYA!!!!!! Can't wait to see it!!!
	— Karan Johar (@karanjohar) <a href="https://twitter.com/karanjohar/status/605041727238369280">May 31, 2015</a></blockquote>

<blockquote class="twitter-tweet" lang="en">
	
		Enjoyed the cruise hosted by the Mehra's and paid by <a href="https://twitter.com/ritesh_sid">@ritesh_sid</a> and <a href="https://twitter.com/FarOutAkhtar">@FarOutAkhtar</a> ! Some really good moments in <a href="https://twitter.com/hashtag/DilDhadakneDo?src=hash">#DilDhadakneDo</a> Fun Film.
	— rahul dholakia (@rahuldholakia) <a href="https://twitter.com/rahuldholakia/status/605054896421732352">May 31, 2015</a></blockquote>

<blockquote class="twitter-tweet" lang="en">
	
		I just saw an epic film...funny simple layered warm and relatable...can't tag all those handles in this multi-starer... <a href="https://twitter.com/hashtag/DilDhadakneDo?src=hash">#DilDhadakneDo</a>
	— Arjun Kapoor (@arjunk26) <a href="https://twitter.com/arjunk26/status/605102026402332672">May 31, 2015</a></blockquote>

<blockquote class="twitter-tweet" lang="en">
	
		Loved <a href="https://twitter.com/hashtag/DilDhadakneDo?src=hash">#DilDhadakneDo</a>... It's such a beautiful film. Zoya Akhtar take a bow !!! Entire cast is brilliant... Super film !!! Go see it :)
	— Arbaaz Khan (@arbaazSkhan) <a href="https://twitter.com/arbaazSkhan/status/605608394645336065">June 2, 2015</a></blockquote>

<blockquote class="twitter-tweet" lang="en">
	
		<a href="https://twitter.com/hashtag/DilDhadakaneDo?src=hash">#DilDhadakaneDo</a> will make you laugh, make you cry, engaging brilliant family movie. MUST WATCH. <a href="https://twitter.com/hashtag/ZoyaAkhtar?src=hash">#ZoyaAkhtar</a> take a bow ! <a href="https://twitter.com/hashtag/Blockbuster?src=hash">#Blockbuster</a>
	— Raj Nayak (@rajcheerfull) <a href="https://twitter.com/rajcheerfull/status/605462764123914240">June 1, 2015</a></blockquote>

<blockquote class="twitter-tweet" lang="en">
	
		Zoya am so proud!Such a difficult film handled so deftly.A team effort-actors,dp,sound,set,production,Pluto👏 loved it <a href="http://t.co/gUS0vawNlP">pic.twitter.com/gUS0vawNlP</a>
	— rishi kapoor (@chintskap) <a href="https://twitter.com/chintskap/status/605041997599014912">May 31, 2015</a></blockquote>

What does FM Arun Jaitley do when not deciding taxes? He watches Dil Dhadakne Do!

Micro-blogging site <keyword id="6354616" type="CITY" weightage="20" keywordseo="Twitter">Twitter</keyword> has struck a deal to acquire Bengaluru-based mobile marketing and analytics platform <keyword id="416397" type="UNKNOWN" weightage="20" keywordseo="ZipDial">ZipDial</keyword>. This will be Twitter’s first acquisition in India. 
 
Neither Twitter nor ZipDial have revealed the amount of money involved in the acquisition. But according to media reports, Twitter is likely to have spent $30-$40 million for the acquisition. 
 "Over the next several years, billions of people will come online for the first time in countries like Brazil, India and Indonesia. For many, their first online experience will be on a mobile device – but the cost of data may prevent them from experiencing the true power of the Internet. Twitter, in partnership with ZipDial, can make great content more accessible to everyone,” said <keyword id="2692082" type="PERSON" weightage="20" keywordseo="Christian-Oestlien">Christian Oestlien</keyword>, vice president (product) at Twitter. 
 
ZipDial, which was set up in 2010, is a cloud-based mobile and analytics platform which allows companies to reach their target audience through ‘missed calls.’ In the last two years, ZipDial and Twitter have tied up for various campaigns like the Lok Sabha elections, Bollywood film promotions and @MTVIndia’s #RockTheVote ‘Dial the Hashtag’ campaign. 
 
“More than half of the world’s population live in emerging and newly developed markets, and these consumers use their mobile phones differently. We build for them. ZipDial’s innovative platform has already scaled across South Asia, Southeast Asia and Africa, where we operate. We are thrilled to expand our impact to a global level with Twitter,” said Valerie Wagoner, founder and CEO of ZipDial. 
 
Twitter said that the buyout will boost its investment in India. “We’re extremely impressed with what ZipDial has built and are delighted to welcome them to the flock. In India, our primary mission, which is bolstered by this acquisition, is to help every Indian with a mobile device enjoy a great, relevant Twitter experience,” said Rishi Jaitley, market director, India and Southeast Asia, Twitter.

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