New Delhi, Mar 4 () ByteDance, which runs short-video platform TikTok, has launched a new music streaming service 'Resso' to take on competitors like Gaana, JioSaavn and Spotify in the Indian market. Resso, which calls itself the world's first social music streaming app, is also looking at expanding its service to Indonesia in the the next few months. "India is the first market where we are rolling out. The app is targeted at 18-24 year olds. It includes many exclusive and easy-to-use social features that will enable these Gen Z users to instantly connect with a larger community," Resso India Head of Music Content and Partnership Hari Nair told . He added that the company is working on expanding to Indonesia over the next few months. For accessing features like downloadable content, unlimited skips and high-quality audio, users will need to upgrade to a monthly premium subscription of Rs 99 for Android and Rs 119 for iOS. The basic app is free for users. Nair said the company's initial focus is on getting more users onboard but declined to comment on specific numbers. Noting that the company has partnered with local and international players, Nair said Resso has also inked deals with labels like Sony Music Entertainment, Warner Music Group, Merlin and Beggars Group, T-Series, Saregama, Zee Music, YRF Music, Lahiri Music, Divo and Muzik 247, among others. Resso, which allows users to generate content for the 'Vibes' feature, has set up a content moderation team to ensure that that inappropriate content is put up. The app has a scroll format (similar to TikTok) and allows users to discover music content as soon as they open the app. "Gen Z and millennials are at the core of our offering and both music and social networking are central to their daily lives. The relationship between music and the listener is currently passive but with Vibes, comments and other features, Resso aims to transform this through a new and compelling music streaming experience," Nair said. With increasing availability of affordable smartphones and cheap data plans, India is the largest mobile data consumer market globally -- an opportunity that global tech companies are vying to tap into. TikTok, which is part of China's ByteDance, has seen strong growth in its userbase in India. The platform, which allows users to create 30-second videos, has seen content being generated across categories like education, entertainment and food. It has over 200 million users in the country. SR HRS

TikTok parent ByteDance woos India's Gen Z with Resso

<ul><li>The amount of debt that Indians have taken on has nearly doubled over the past five years. </li><li>Most of the borrowing has been done in the name of buying up more real estate even though it offers the worst returns. </li><li>Gold offers the highest returns yet accounts for only 11% of a household’s total wealth and they borrow against it. </li></ul>The average Indian household has been taking on more debt for nearly half a decade now. In fact, debt has nearly doubled with loans becoming cheaper to pick up over the past five years. This includes everything from <keyword id="35519" type="PERSON" weightage="20" keywordseo="home-loans">home loans</keyword> to vehicle loans — and even <keyword id="185013" type="PERSON" weightage="20" keywordseo="gold-loans">gold loans</keyword>, where gold is given up as collateral in exchange for money. <div type="javascript" title="Custom" contenttype="Image"><cdata><![CDATA[<div class="flourish-embed flourish-chart" data-src="visualisation/3469458"></div>]]></cdata></div> This year alone, loans against gold have increased sharply even as banks are left craving for borrowers. <table style="border-width: initial; border-style: none; width: 468pt; table-layout: fixed;"></colgroup><tbody><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Company </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Growth in gold loans </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Muthoot Finance </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">32% </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Manappuram Finance </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">33.40% </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Overall bank credit growth </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">5.50% </td></tr></tbody></table>*Data as of July-end except for Manappuram, which is as of June-end <keyword id="1912236" type="PERSON" weightage="20" keywordseo="household-debt">Household debt</keyword> is rising but where is the money going? Indians are famous for their love of gold but the biggest chunk of their investment is still real estate. While Indians still have a lot more gold than the average household in peer economies, their investments in real estate also race ahead — funded mostly by home loans. <div type="image" title="Exhibit 18" msid="77757237" hostid="261" caption="&amp;lt;p&amp;gt;Most of the average Indian&amp;#39;s household wealth is stored in real estate&amp;lt;/p&amp;gt;"></div> India outpaces China, Thailand and other countries around the world both in buying gold and property. But, the return of real estate has not even managed to beat the average inflation rate of the last five years. Whereas gold has given better returns than any other asset. <table style="border-width: initial; border-style: none; width: 468pt; table-layout: fixed;"></colgroup><tbody><tr><td colspan="4" style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Returns on various asset classes </td></tr><tr><td colspan="4" style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">(% of returns from 2008 till...) </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;"> </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Till 2014 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Till 2016 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Till 2019 </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Real estate </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">4.9% </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">4.7% </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">4.3% </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Gold </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">11.7% </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">9.5% </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">10% </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Equity </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">6.8% </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">5.1% </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">7.2% </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Debt </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">7.8% </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">7.7% </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">7.6% </td></tr></tbody></table> Home loans may be cheap, but they’re harder to pay off Owning property remains an aspiration for the average household in a developing economy like India. However, to buy more real estate, one needs a home loan. And, right now, home loan interest rates are at an all-time low. It makes them attractive but hardly adds to the household net worth. While cheap loans have, to some extent, supported the demand for real estate, they have also kept property prices from falling. So much so that, despite the struggles of the property developers in the last few years, homes have only become less affordable. This affordability ⁠— measured by the amount of EMI compared to the monthly income of a household ⁠— would have only gotten worse in 2020 as the pandemic took away jobs and slashed salaries. SEE ALSO: <a href="https://www.businessinsider.in/science/health/news/oxford-astrazeneca-covid-19-vaccine-phase-ii-trials-will-begin-in-india-today/articleshow/77757085.cms">Oxford-Astrazeneca COVID-19 Vaccine: Phase II trials will begin in India today</a> <a href="https://www.businessinsider.in/business/startups/news/after-facebook-saregama-deal-sharechat-and-t-series-partner-up-for-a-music-licensing-deal/articleshow/77757088.cms">After Facebook-Saregama deal, Sharechat and T-Series partner up for a music licensing deal</a> <a href="https://www.businessinsider.in/business/startups/news/ola-electric-plans-to-hire-2000-co-founder-bhavish-aggarwal-says-electric-two-wheeler-launch-soon/articleshow/77755149.cms">Ola Electric plans to hire 2000 — co-founder Bhavish Aggarwal says electric two-wheeler launch soon</a>

Indians are borrowing heavily against gold⁠— but it may have been wiser to borrow money to buy the precious metal instead of homes

<ul><li> It will introduce its first TV ad featuring Bollywood stars. </li><li><keyword id="6118216" type="UNKNOWN" weightage="20" keywordseo="Spotify-India">Spotify India</keyword>’s first national TV campaign in India features a deadly combo — <keyword id="6354700" type="DEFINITION" weightage="20" keywordseo="Anil-Kapoor">Anil Kapoor</keyword> and Ishaan Khattar. </li></ul> Global digital music service Spotify which swept the Indian market with dirt cheap subscription, is now making a bigger play. It will introduce its first TV ad featuring Bollywood stars. Anil Kapoor along Ishaan Khattar will feature in the ad films and stills. “In this campaign, Anil Kapoor makes a cool dad, who even in his 60s, is as young and energetic as a 20 year old. Ishaan as the son, is India’s new generation – full of energy and optimism,” said Rajdeepak Das, Managing Director India. In spite of the many challenges Spotify faced in India like court cases with Saregama, it is marketing its services aggressively. “The new campaign reinforces how seamlessly Spotify fits into their lives through availability of 50 million tracks, including the latest and most popular, access to 3 billion plus editorially, algorithmic and user-curated playlists, said Amarjit Batra, Managing Director - India, Spotify. The world’s largest music platform promising to provide an uninterrupted experience, based on the vast music library and the option to play tracks anytime, anywhere. According to Spotify, the campaign features four TVCs in Hindi, Telugu, and Marathi, and are being aired on popular GEC, movies and English cluster channels, in addition to a few regional channels. There are also creative activations across online and social media platforms, to amplify the digital conversations, including interactive digital engagements that feature Kapoor and Khattar, and other artists and influencers on Twitter, Instagram and Facebook. “The youth in India often deals with the pressures of judgement, individuality, social norms, and more; in this chaos, music acts as a companion,” said Rajdeepak Das, Managing Director India and Leo Burnett, Chief Creative Officer South Asia.

‘Cool Dad’ Anil Kapoor becomes the new face for Spotify India

<ul><li>TikTok’s parent company ByteDance launched its <keyword id="8867313" type="UNKNOWN" weightage="20" keywordseo="new-music-streaming-app">new music streaming app</keyword> <keyword id="8433078" type="UNKNOWN" weightage="20" keywordseo="resso">Resso</keyword> in India today.</li><li>In an interview with Business Insider, Resso’s head of music content and partnerships at Resso Hari Nair called the app a “social music streaming experience.”</li><li>He said the aim of the app is to turn ‘passive’ music listening into ‘active’ listening.</li></ul>TikTok’s parent company, ByteDance, just launched in a new music streaming app Resso in India. The internet technology company based out of Beijing is entering an already competitive market. It will have to go up against local players like Gaana and Mukesh Ambani-owned JioSaavn as well as international giants like Spotify. Resso is betting that its ‘vibes’ will stand out in the crowded market — a feature in the app that allows the user to post GIFs or short videos to individual songs. The aim is to make the music listening experience more “active” rather than “passive” and create a “social music streaming experience”, according to Resso’s head of music content and partnerships Hari Nair. “There was a clear void between streaming services and social media. Resso connects both of them very nicely,” Nair told Business Insider India. Vibes comes coupled with the comments feature so that listeners can interact with people listening to the same song. The paradox of choice Most popular music streaming apps are open to an explore page where users can browse through playlists and recent releases to choose what they want to listen to. Resso takes an approach that is exactly opposite. Instead of letting you choose, it chooses for you. The app’s instant-play feature starts streaming songs as soon as you open the app. Listeners can still dig into other options by navigating to the explore tab but for others who are bogged down by the ‘paradox of choice’ — having to choose between too many options — it’s a welcome reprieve to let Resso take control. “Many people came back to us and said that they didn’t need to skip over songs while using the instant-play feature so that means the recommendation is working. There were many motivating key points,” said Nair. However, since the suggestions are based on the app’s own artificial intelligence-based algorithm, the song choices largely depend on the preferences you select while signing up for an account. Considering that Spotify’s niche is its own algorithm, Resso will have to prove its mettle in how well it knows its listeners. Indie artists and exclusive songs One of the biggest pain points of the music streaming industry is that platforms have now started releasing songs which are exclusive. For instance, a JioSaavn user would have to download Gaana in order to listen to Mithi Mithi by Amrit Maan featuring Jasmine Sandals since it’s a Gaana exclusive — even though JioSaavn features other songs by the same artist. And, that’s something that even Resso can’t avoid. “I think that’s the nature of the industry, you can’t help it. All you can do is sign up more independent artists on your platform so that they don’t go anywhere,” said Nair. Independent artists are going to be a big play for the ByteDance-owned music streaming app. They plan on being the most aggressive to sign up new talent in the industry going forward. “Artists can come through a label or come directly to us, we will sign up all of them. We’ve already partnered with quite a few independent labels including Azaadi Records and BigBang. There are a couple of artists who have approached us directly. We will be most aggressive on independent music,” said Nair. Unlike Spotify’s rough start in India, Resso has licensing deals with all international and local majors locked down, including Warner, T-Series, Saregama, TimesMusic and others. Most regional majors are on board as well with the exception of one or two, which Nair said will be finalised in the coming month or two. The app is available for download on the Google Play Store and the iOS App Store. It’s free for use. The version has a limited music streaming to 128 kbps and users won’t be able to download songs. The paid version of the app costs ₹119 per month, much higher than its counterparts. Neither version features ads — for now. See also: <a href="https://www.businessinsider.in/tech/apps/news/spotify-will-need-to-dig-deeper-into-its-arsenal-to-win-over-the-competition-in-india-even-after-a-year-of-going-local/articleshow/74442169.cms">Spotify will need to dig deeper into its arsenal to win over the competition in India, even after a year of going local</a> <a href="https://www.businessinsider.in/apple-music-spotify-jiosaavn-gaana-subscription-price-in-india/articleshow/68737328.cms">Apple Music is now cheaper than Spotify in India</a>

TikTok owner ByteDance's new music streaming app Resso just launched in India — and it's betting on 'vibes' to beat Spotify, Gaana and JioSaavn

<ul><li>Since memories can now be triggered at the tap of a screen, nostalgia is more accessible than ever before. A powerful emotion, it is a perennial marketing tool. </li><li>Harjiv Singh, Founder and CEO, Gutenberg traces how different kinds of brands have used ‘nostalgia’ over the years and writes how it would be interesting to see what becomes of this trend in the decade ahead as technology matures and a generation of digital natives approaches its prime spending years.</li></ul>‘Kitne aadmi the?’ Few who grew up to Hindi cinema in the 1970s could ever forget Gabbar Singh’s iconic dialogue in Sholay. In 2016, the creators of a popular advertisement for Google India counted on just that. The six-minute ad, released on YouTube and titled <a href="https://www.youtube.com/watch?v=eYqEpuifLI8">‘The Hero – A Bollywood Story’</a>, centres around an ageing cinema hall manager who almost bagged a role in the hit film as a young man before being forced to give up on his promising dream of becoming a Bollywood ‘Hero’. Four decades later, his son takes him to the place where the memorable line was shot and the two engage in a poignant re-enactment of the scene. What follows is a nostalgic homage to other films of the last five decades, including more recent ones like Dil Chahta Hai and Rang De Basanti. The ad’s popularity was inevitable. Since its release, it has garnered almost seven million views on YouTube. But Google has not been alone in riding the nostalgia wave over the past decade. More recently, 7UP and Onida have revived their <a href="https://www.livemint.com/Consumer/GdGbdM3lOKUN9JxkxX0T4K/Fido-Dido-the-curly-haired-cartoon-mascot-makes-a-comeback.html">Fido Dido</a> and Devil mascots respectively from the 1980s and 1990s. The Jawa motorcycle, popular in the 1960s and 1970s, is back on Indian roads today, while yesteryear music hits and Ameen Sayani’s Geetmala radio shows have made a comeback through <a href="https://www.thehindubusinessline.com/catalyst/the-retro-revolution/article26082532.ece">Saregama</a>’s Carvaan. Internationally, too, brands like Microsoft, Apple, Walmart, Bacardi, and others have capitalised on our collective longing for simpler times. Retro is clearly back in style. What makes nostalgia tick? In his 2010 book Thinking, Fast and Slow, Nobel-winning psychologist Daniel Kahneman observes how as human beings, we consciously define ourselves through stories, shaping them around significant events in our lives. This explains why familiar senses can inspire a longing for a past that almost always appears simpler and fonder with time. Nostalgia was long thought to be a mental defect. But <a href="https://www.nytimes.com/2013/07/09/science/what-is-nostalgia-good-for-quite-a-bit-research-shows.html?auth=login-google&amp;login=google">a growing body of research</a> has shown that it can actually counter negative emotions like boredom, loneliness, and anxiety while enriching our lives with meaning. This is precisely what makes nostalgia such an effective marketing tool. A 2014 study published by the <a href="https://academic.oup.com/jcr/article-abstract/41/3/713/2907535?redirectedFrom=fulltext">Journal of Consumer Research</a> showed that it even encouraged consumers to spend more. A keen understanding of the target audience and the cultural milieu of the past is fundamental to nostalgia marketing. Nostalgia, by definition, is contingent on maturity. Advertisers need a sizeable window of collective experience to tap into for their marketing to be effective. It makes little sense to use nostalgia to sell products or services to a 14-year-old. On the other hand, consumers in their prime spending years of 40 to 60 and older millennials (who acquired purchasing power more recently) provide a range of experiences for marketers. Much of recent nostalgia marketing has evidently attempted to appeal to both older and younger consumers. A part of the strategy behind Google’s 2016 ad was that it contained references to films from two Indias – an older socialist India and a modern post-liberalisation India, thus appealing to cohorts that grew up in both. Onida offers another telling example. In the 1980s, when television was establishing a nascent presence in Indian middle-class homes, the brand launched its iconic <a href="http://theprint.in/features/brandma/devils-in-the-detail-how-onida-tv-became-a-household-name-in-the-80s/203262/">Devil mascot</a>. The Devil remained Onida’s mascot for two decades before the company wrapped it up. When it was resurrected in 2018, it was clearly meant to evoke the memories of those who knew the brand three decades earlier. We have also seen marketing specifically targeted at older millennials, who also came of age at a relatively simpler and more stable time. In 2013, Microsoft released <a href="https://www.youtube.com/watch?v=qkM6RJf15cg">an advertisement</a> targeted at American millennials for Internet Explorer that drew heavily on the shared childhood experiences of the average American who grew up in the 1990s. Five years later, <a href="https://www.livemint.com/Consumer/fmwGzln1EFphMqUZfx8jrJ/Why-is-ParleG-talking-to-millennial-in-the-new-ad-campaign.html">Parle-G</a>, an 80-year-old brand consumed by children and grandparents alike, launched a campaign that drew on familiar memories that Indian millennials associate with the popular biscuits. Manufacturing nostalgia <a href="https://www.theatlantic.com/magazine/archive/2017/06/the-end-of-forgetting/524523/">In 1888</a>, Kodak released its first commercially successful camera, marking the beginning of mass-scale technologically aided nostalgia. Today, social media and smartphone technology provide the means to create and distribute content, and with it the ability to effectively manufacture nostalgia. It only takes a smartphone equipped with a good camera, the right editing app, and internet access to create and drive powerful content. Social media is replete with listicles curated to trigger nostalgia by evoking past pop culture fads. But consider how any content that sparked such a trend on Facebook, Twitter, or Instagram first began as a single post on one profile before going viral. Recent marketing has effectively capitalised on the nostalgia enabled by such platforms. <a href="https://blog.hubspot.com/marketing/examples-nostalgia-marketing-ads">In 2016</a>, the much-adored painter Bob Ross, best known for the 1980s US television series The Joy of Painting, experienced a resurgent popularity, two decades following his death, after the classic show was picked up by Netflix. He soon became a trending topic on Instagram and drew the attention of Adobe, which released a series of tutorial videos to promote their Adobe Photoshop Sketch that paid homage to the late artist. Modern technology has reduced the spontaneity that once characterised nostalgia. <a href="https://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/">There are currently</a> over four billion people with Internet access, more than five billion mobile phone owners, and above three billion social media users across the world. Ironically, rising technological adoption and disruption is inspiring and aiding a retreat towards simpler times. Since memories can now be triggered at the tap of a screen, nostalgia is more accessible than ever before. A powerful emotion, it is a perennial marketing tool. It would be interesting to see what becomes of this trend in the decade ahead as technology matures and a generation of digital natives approaches its prime spending years. - Harjiv Singh, Founder and CEO, Gutenberg

Nostalgia marketing: The future is here

The <keyword id="6484188" type="CITY" weightage="80" keywordseo="Sensex">Sensex</keyword> and <keyword id="6354813" type="COMPANY" weightage="80" keywordseo="nifty">Nifty</keyword> are moving between gains and losses on Wednesday as volatility picks up at the fag end of the monthly expiry of futures and options market. Here is a snapshot of the events in the <keyword id="467487" type="UNKNOWN" weightage="80" keywordseo="cash-market">cash market</keyword> where the banking sector remains under selling pressure while bits of buying is seen on some sectoral indices. 
 
 
MAJOR INDICES 
Nifty rose 10 points to 7,891 points 
Sensex down 18 points to 26.013 points 
 
BROAD INDICES 
CNX 100 Index rose 0.2% to 8,037 points 
CNX 200 Index added 0.3% to 4,145 points 
CNX 500 Index gained 0.3% to 6,589 points 
CNX Midcap Index rose 0.8% to 12,891 points 
CNX Small Cap Index surged 1% to 5,054 points 
 
SECTORAL INDICES 
Bank Nifty fell 0.8% to 17,058 points <keyword id="3020508" type="UNKNOWN" weightage="80" keywordseo="CNX-Finance">CNX Finance</keyword> down 0.6% to 6,899 points 
CNX PSU Bank plunged 1.9% to 3,172 points 
 
CNX Pharma Index up 0.4% to 12,822 points 
CNX Media jumps 2.2% to 2,255 points 
CNX IT Index up 1.4% to 11,537 points 
 
 
TOP VOLUME BUZZERS 
Ramco Cements 
JK Cements 
Gujarat Pipavav Ports 
Gujarat State Petronet 
La Opala 
 
 
TOP GAINERS 
Vakrangee 
Nilkamal 
Saregama 
Jubilant Industries 
 
NEW HIGHS 
8k Miles 
Jubilant Industries 
Power Mech Projects 
Rama Steel Tubes 
 
NEW LOWS 
Ambuja Cements 
Essar Shipping <keyword id="162644" type="CITY" weightage="60" keywordseo="Dhanlaxmi-Bank">Dhanlaxmi Bank</keyword> 
 
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Sensex and Nifty are moving between gains and losses today

After Zindagi, Zee Entertainment Enterprises Limited (ZEEL) has now announced &amp;TV, its another premium entertainment channel. 
 
Synonymous with the spirit of new-age India, &amp;TV signifies a conjunction of aspirations and rootedness, much like the amalgamation of various TV shows that mark their debut with the channel tonight. 
 The first show to be aired would be <keyword id="378933" type="ENTERTAINMENT" weightage="100" keywordseo="Razia-Sultan">Razia Sultan</keyword>, who was the first woman ruler from India. The show has been produced by Swastik Productions and stars Pankhuri Awasthi and Sooraj Thapar in lead roles, who play Razia Sultan and her father Iltutmish, respectively. It would air at 7:30 PM from Monday to Friday. 
 
Next in line is Bhagyalaksmi, a serial from the affluent lanes of Madhya Pradesh. Starring Barkha Singh and Abhishek Malik with Aruna Irani, Rita Bhaduri, Anil Dhawan and Ashita Dhawan Gulabani, the love story would see the clashes of rich and poor, airing at 8 PM from Monday to Friday. 
 At 8:30 PM, viewers would get to see the cute and bubbly <keyword id="2722206" type="UNKNOWN" weightage="100" keywordseo="Gangaa">Gangaa</keyword>, a child widow. Her spirit to break the shackles of conservative Indian society is the wave that the makers would hope to ride on. Produced by Sphere Origins, The show stars Ruhana Khanna, Rakhi Vijan, Sushmita Mukherjee and Hiten Tejwani. 
 
The prime time of 9 PM has been reserved for the flagship show, India Poochega <keyword id="2695296" type="UNKNOWN" weightage="100" keywordseo="Sabse-Shaana-Kaun">Sabse Shaana Kaun</keyword>, to be hosted by <keyword id="1671" type="PERSON" weightage="100" keywordseo="Shah-Rukh-Khan">Shah Rukh Khan</keyword>. The show is inspired by Who’s Asking, an Israeli game show of Armoza Formats. Both the persons who ask the question and the one who answers would be commoners. The show has been produced by Siddhartha Basu of Big Synergy. 
 At 10, we have <keyword id="75320" type="CITY" weightage="100" keywordseo="Begusarai">Begusarai</keyword>, produced by Saregama Productions. Based on the lives of land mafias of Bihar, the show has Shweta Tiwari, Vaishnavi Dhanraj, Vishal Aditya Singh and Dheeraj Miglani. The highlight of the show, however, would be veteran actress Sulbha Arya, who is donning a negative role for the first time. 
 Next, the channel has a comedy show in line for its audience. Called <keyword id="2749105" type="UNKNOWN" weightage="100" keywordseo="Bhabhi-Ji-Ghar-Par-Hain">Bhabhi Ji Ghar Par Hain</keyword>, the show would be based in a middle-class Indian society from Kanpur, and would be focusing on two neighbouring families. Starring Saumya Tandon, Shilpa Shinde, Rohitashv Gaud and Asif Sheikh, the show has been produced by Edit II. 
 
Image courtesy: <a href="https://www.facebook.com/AndTVOfficial">And TV Facebook Page</a>

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<keyword id="3205550" type="UNKNOWN" weightage="100" keywordseo="LeEco">LeEco</keyword>, the global internet and ecosystem conglomerate has roped in three industry heavyweights to bolster its <keyword id="906237" type="ORGANIZATION" weightage="100" keywordseo="Leadership-team">leadership team</keyword> in India. The company has announced the hiring of Shrinivas Bairi, as Senior Director R&amp;D and Manish Aggarwal as Vice President, Marketing Communications for Smart Electronics Business. For LeEco’s Content Marketing Business, Divya Dixit comes in as Director from Percept Live. 
 Atul Jain, Chief Operating Officer, Smart Electronics Business of <keyword id="3237410" type="UNKNOWN" weightage="100" keywordseo="LeEco-India">LeEco India</keyword> said, “Over the last several months, we have been extremely focused on strengthening our team and capabilities. We are delighted to get three industry veterans onboard. They bring with them a wealth of experience which is exceedingly valuable at this juncture of our growth in India. These hires are well in line with our initiative of attracting top talent to strengthen our leadership team in India”. 
 
 
 
Mr Bairi joins LeEco from Qualcomm, where he spent 17 years. His last role in Qualcomm was Director Engineering. Shrini is a well-known professional in the R&amp;D field and has an enviable track record with several achievements to his credit. He moved back from Qualcomm San Diego and was part of initial Qualcomm India R&amp;D Center setup team. He has been recognized for operationalizing the BREW division in Qualcomm India, leading Qualcomm India Android Products team and was actively involved in commercialization of all major handset OEMs. With this high profile hire, LeEco is one step closer towards fulfilling its goal of having a full-fledged R&amp;D centre in India. The company is also looking to set up its R&amp;D centre in India as part of its “Make in India” journey. The internet major is planning to increase the headcount of its R&amp;D centre based in Bangalore substantially. 
 
 
 
Manish Aggarwal joins LeEco from Myntra where he was V.P. Marketing &amp; Head of Monetisation. With over 16 years of experience across geographies, Manish has worked with marquee organizations in the industry such as The Coco-Cola Company, Procter &amp; Gamble and Mindshare. He has been constantly recognized for conceptualizing award-winning campaigns. In his current role at LeEco, Manish will be responsible for spearheading the company’s marketing communications. 
 
 
 
Divya Dixit has joined LeEco as Director, Content Marketing and in this role, she is responsible for growing the company’s content platform across India and will be establishing the brand leadership. Divya joins LeEco from Percept Live where she was Head, Marketing. She has experience of close to 19 years and has worked with organizations such as Tata Docomo, Saregama India, Sony Entertainment Television and Barista to name a few. Her expertise pans across industries including retail, broadcasting, telecom and music where she has successfully built new brands and rejuvenated existing brands. 
 
With its headquarter base in Bangalore, LeEco India in under 6 months already employs more than 200 people and aims to become over 1000 people-strong by the end of 2016. Since its India entry in January this year, LeEco has announced several initiatives in the country, a testimony to its commitment of strengthening its base in India. 
 
LeEco is also setting up in-house Content Delivery Networks (CDNs) in 10 cities across India which will be implemented by end of 2016. For this, the company has made a significant investment of over 10 million USD to set up this CDN/cloud infrastructure. Offering consumers, a comprehensive Ecosystem, which is unique to the company globally, LeEco plans to replicate its successful model in India. 
 
About LeEco: 
 
LeEco, formerly known as Letv, is a global pioneering internet and technology company with multiple internet ecosystems across content, devices, applications and platforms. Founded in November 2004 by Jia Yueting and Liu Hong, LeEco employs more than 10,000 people and is the world’s first video company to go public with a market capitalization of more than $12 billion USD. Headquartered in Beijing, China, it has regional headquarters in Hong Kong, Los Angeles and Silicon Valley. 
 
With “Complete Ecosystem, Groundbreaking technologies, and Disruptive Pricing” as the guiding principle, LeEco is engaged in a myriad of businesses, spanning from Internet-based Super TV and Superphones, video production and distribution, smart devices/accessories and large-screen applications, to e-commerce and even connected super-electric cars. The company also features one of the world's largest content libraries, comprising of movies, TV dramas, entertainment shows, sports and music, which can be conveniently viewed on LeEco products, including the Superphones, Super TVs, and in the near future, Le Autos. Breaking the barriers of industries, LeEco provides personalized products and services for an enhanced user experience at disruptive prices.

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