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<ul><li>While the last decade saw digital grow and gain more importance, the next one will have digital as the centerpiece. </li><li>Shrenik Gandhi, Chief Executive Officer and Co-founder, White Rivers Media lists down some trends that would drive <keyword id="618493" type="CITY" weightage="20" keywordseo="digital-marketing">digital marketing</keyword> industry in 2020 and help it reach its peak. </li></ul>2019 has been an interesting year for digital marketers. From the rise of augmented reality and video content to voice search and <keyword id="2540701" type="PERSON" weightage="20" keywordseo="Influencer-marketing">influencer marketing</keyword>, this year the trajectory of digital industry has only gone up. And to stay ahead in the market, it’s always beneficial to be aware of the evolving <keyword id="2934190" type="PERSON" weightage="20" keywordseo="Digital-Trends">digital trends</keyword>. With this decade coming to an end, here are some notable trends which will play an important role in digital marketing in the coming year. Importance of Consumer Privacy Owing to privacy failures from technology companies in the past few years, the establishment of the EU’s General Data Protection Regulation and increased demand to impose controls on technology companies, 2020 will witness more companies focusing on privacy and data security issues. It is expected that many will adopt privacy and transparency as a brand differentiator, allowing users to opt in or out of data collection schemes with greater ease and awareness than in the past. The bigger question is whether digital giants like Amazon (via Alexa) and Facebook will quietly keep on gathering all the data they can from the users or join the others. Stories will take the Center Stage As per industry reports, stories are growing 15X faster than feeds. With nearly a billion accounts across Snapchat, Instagram, WhatsApp, Facebook, and Messenger, creating and watching these vertical, ephemeral slideshows, it’s clearly the format of the future. Surpassing feeds, the story format is becoming the most popular way people share things on social media. The users are on a constant lookout for ways in which they can glorify every moment and add it to their narrative of the day. Basis this the advertisers need to rethink their message on how they can pique the users’ interest using backgrounds, overlays, and convert the whole story into a feeling that lingers even if viewers don’t tap through. Voice Search/ Conversational Marketing Rapid consumer adoption of smart speakers and innovation in search query processing, conversational interfaces and messaging is paving way for conversational marketing. Conversational marketing technologies like Voice Search Optimization (VSO) enable interactions between companies and customers that mimic human dialogue and do so at scale. Text and voice requests are significantly different. For example, the user will write "the best sushi in Mumbai", but he will say: "Where to eat delicious sushi?" There doesn’t seem to be much difference between the two statements. However, this greatly affects SEO. The online services implement voice query analysis accordingly and redo their content for them. This leads to the preference of natural language over keywords in web content and completely ditches overly technical language. In this realm of voice technology, one specific asset that builds a connection between computer systems and the human voice command is Neuro-linguistic programming. Often referred to as NLP, it’s a kind of a programming language that helps computers in understanding the underlying human tone, sarcasm, puns, and even deeper context clues like double meanings. Multi-experience Multi-experience replaces technology-literate people with people-literate technology. This involves an evolution from the traditional single point interaction to include multisensory and multi-touchpoint interfaces like wearables and advanced computer sensors. At present, immersive experiences that use augmented reality (AR), virtual (VR), mixed reality, multichannel human-machine interfaces and sensing technologies are what comprise the multi-experience. This trend in the future will be called an ambient experience. Let’s take the example of Domino’s Pizza, who with the inclusion of autonomous vehicles, a pizza tracker and smart speaker communications created an experience beyond app-based ordering. This kind of integration will be the way forward. Real-time Personalization In 2020, customer experience will overtake price and product as the key brand differentiator, according to Frost &amp; Sullivan. Success, therefore, lies in creating real-time personalized experiences — spanning marketing, sales and customer service — aimed at resonating deeply with customers so that they feel valued and appreciated. Brands and marketers will have to focus on real time personalization without invading the personal space on the end user. <keyword id="6006107" type="UNKNOWN" weightage="20" keywordseo="augmented-and-virtual-reality">Augmented and Virtual Reality</keyword> Will Continue to Grow The rise of AR and VR spaces will create new, immersive advertising environments for businesses that can’t be simply skimmed over. With larger than life scope in social media, the practical applications of virtual and augmented reality are only going to increase in 2020. For a more bite-sized version of this, you can consider Snapchat’s newly launched AR Bar in Snap Camera. From scanning a math problem to get the answer or a product to see results on Amazon to scanning the sky to see whales swim over the horizon, or to watch butterflies emerge as you open your palm is putting the technology right at your fingertips, it locates contextually relevant Lenses whenever you point your camera at certain objects. It’s an emerging technology that will give brands an opportunity to come up with fun and interactive ways for promotion. Moreover, these platforms are making it easier for creators to start building their own lenses. For Instance, the new update for Snapchat’s Lens Studio now includes templates for augmented reality creators — including Land markers, which empower creators to build Lenses that can transform the world's most iconic landmarks in real-time. Thus, all in all, while the last decade saw digital grow, and digital becoming very important, the next one will have digital as the centerpiece. This is a decade which will redefine a lot of rules in advertising, with smarter marketing and smarter consumers. With a plethora of new trends and challenges on the way, the coming year will help businesses in gaining a competitive edge, generate leads and deepen relationships with their existing customers. And hence, the first year of the decade is a crucial stepping stone. - By Shrenik Gandhi, Chief Executive Officer and Co-founder, White Rivers Media

Digital Trends to look ahead in 2020

<ul><li>Myntra and Facebook-backed Meesho sold<a href="https://www.businessinsider.in/business/ecommerce/news/meesho-recorded-5-35-million-orders-during-the-one-day-sale/articleshow/92100754.cms"> 60 orders every second</a> or over 5 million products in total on one day of their sale.</li><li>The Consumer Confidence Survey, carried out by the central bank of India, is still in <a href="https://indianexpress.com/article/business/households-see-high-prices-over-next-3-months-consumer-confidence-rises-7965166/">the negative territory</a>.</li><li>The impact of this reduced sentiment however isn’t as bad, especially in discretionary spends.</li></ul>India’s e-commerce titans — Amazon, Flipkart and Myntra — are all hosting their mid-year sales at the moment. It might sound like a bad time as customer sentiment is low due to inflation, layoffs, increasing interest rates and more. But the e-commerce market behaves much differently than<a href="https://www.businessinsider.in/stock-market/news/why-you-should-continue-your-investments-and-sips-in-bear-markets/articleshow/92199199.cms"> the stock markets</a>. Both Myntra and Facebook-backed Meesho — which is the latest entrant among the biggest e-commerce players — sold<a href="https://www.businessinsider.in/business/ecommerce/news/meesho-recorded-5-35-million-orders-during-the-one-day-sale/articleshow/92100754.cms"> 60 orders every second</a> or over 5 million products in total on one day of their sale. For Myntra, it was the first day of its End of Reason sale held between June 11-16 and for Meesho, it was their one-day sale held a week before. Amazon and Flipkart have not yet revealed the performance of their sales yet. *While inflation and high petroleum prices are impacting everyone, consumer sentiment is not universally low. There are many categories in discretionary spending which are still having high sales. Anything with relatively high quality and reasonable pricing seems to be doing well,” N Chandramouli, founder of brand intelligence company TRA Research, too noted. According to several experts Business Insider spoke with, the right product at the right price matters. The Consumer Confidence Survey is still in <a href="https://indianexpress.com/article/business/households-see-high-prices-over-next-3-months-consumer-confidence-rises-7965166/">the negative territory</a>. The Reserve Bank of India’s (RBI) consumer confidence index showed slight improvement to 75.9 in May, compared to 71.7 in March, but it is still in the negative. The impact of this reduced sentiment however isn’t as bad, especially in discretionary spends. “The consumer sentiment isn't as negatively impacted as people are projecting it to be,” Shrenik Gandhi, co-founder and CEO of digital marketing agency White Rivers Media, told Business Insider India. He noted that businesses have to come up with the right products and services at the right time, right price to attract customers. <cmsannotation type="cmsannotation" annotationid="A white space for brands" comment="subhead" text="A white space for brands">A white space for brands</cmsannotation> Shahan Sud, an investment banker turned VC, explained that the union of the attention recession and the impending recession will create a white space for brands that will allow them to curate their stockkeeping unit (SKU) that cater to consumers that are looking for a “value buy, but one that keeps up the fashion trends of the season”. A previous report by ICICI Securities, published earlier this week, also noted that the discretionary companies like retail, QSRs and jewellery will be performing well for now. The low-ticket segment of staples would have the biggest impact of the negative sentiment due to their dependency on the bottom strata for incremental volumes. <cmsannotation type="cmsannotation" annotationid="Beauty, durables will be the biggest sellers in 2022" comment="subhead" text="Beauty, durables will be the biggest sellers in 2022">Beauty, durables will be the biggest sellers in 2022</cmsannotation> Madhur Singhal, managing partner and CEO of Praxis Global Alliance, noted that there will be significant increase in direct-to-consumer (D2C) brands selling beauty, home, kitchen, utilities, and durable goods. Besides this, even electronics and durables will also record good sales this year. He believes that things could be much better than they are now. He noted that the sales will be soft for a few months before they pick up. Contrary to the popular opinion, he noted that the festive sales growth might be muted compared to last year as the trends of revenge buying and pent-up demand have faded away. “I think this year’s festive season will be much better than the previous two years, with consumer spend increasing,” Chandramouli said, differing from Singhal’s opinion. SEE ALSO <a class="tout-title-link" href="https://www.businessinsider.in/stock-market/news/ril-hdfc-sbi-zomato-among-stocks-to-watch-out-for-on-june-16/slidelist/92242578.cms" style="">RIL, HDFC, SBI, Zomato among stocks to watch out for on June 16</a> <a href="https://www.businessinsider.in/business/startups/news/cashe-is-now-offering-instant-loans-on-whatsapp-in-30-seconds/articleshow/92230354.cms" style="">A company is now offering instant loans on WhatsApp in 30 seconds</a> <a href="https://www.businessinsider.in/business/startups/news/ronnie-screwvalas-upgrad-is-now-worth-more-than-2-billion/articleshow/92227976.cms">Ronnie Screwvala's UpGrad reportedly worth over $2 billion after fund infusion by Lakshmi Mittal and Sunil Bharti Mittal</a>

Amazon, Flipkart and Myntra sales – all unaffected by low consumer sentiment

<ul><li>Over the years, the professional networking site <keyword id="28120" type="General" weightage="20" keywordseo="linkedin" source="Orion">LinkedIn</keyword> has managed to carve a niche for itself in the business-to-business segment.</li><li>This popular marketing tool is also the most expensive digital advertising platform on the internet.</li><li>We speak to digital advertising agencies to find out why it is expensive if it is worth it and how can advertisers make the most of it on a small budget.</li></ul>If you've ever tried running advertisements on the professional networking site LinkedIn, then you probably will have noticed that they generally cost a lot more per click and per 1000 impressions (CPM) than Google Ads and Facebook Ads. It is the most expensive digital advertising platform of them all in India. For example, we tried boosting an article on Facebook and LinkedIn with a similar allocated budget of ₹2,000. Facebook’s average Cost Per Click (CPC) was as low as ₹0.51 but LinkedIn cost us around ₹20. <div type="image" title="Linked vs Facebook" msid="91623702" hostid="261" caption="&amp;lt;p&amp;gt;Linked vs Facebook advertising cost&amp;lt;/p&amp;gt;"></div> <cmsannotation type="cmsannotation" annotationid="Why is LinkedIn advertising more expensive than other platforms?" text="Why is LinkedIn advertising more expensive than other platforms?">Why is LinkedIn advertising more expensive than other platforms?</cmsannotation> After boosting our articles on both these platforms, we found that Facebook uses demographic and interest-based targeting that directly targets consumers, while LinkedIn focuses more on professional targeting. So, LinkedIn is more suited for B2B commerce and Facebook is generally better for B2C targetting. While the cost and objectives vary from brand to brand, Aashka Mehta, media lead at advertising agency Schbang, says, “The cost to advertise on LinkedIn is almost 15-20X more expensive than on Facebook.” “LinkedIn’s level of targeting is very different from other platforms. It is niche and hence the additional cost for the same,” adds Mehta. LinkedIn makes it easy for a brand to segment its audience and reach one like-minded set of people at a time. It offers rich demographic data points such as job function, seniority, company name, geography, industry, interest-based targeting group membership, skills, etc. Telling us when are LinkedIn ads commonly used by a brand, Shradha Agarwal, ceo and co-founder of digital agency Grapes, says, “LinkedIn Ads campaigns are usually being used for job recruitment ads, service and product sales, lead generation, promoting content, increasing visibility, and reaching for a new company location. And if we have to compare getting relevant traffic to the website, Linkedin is at least 5X of Facebook and 2X of Twitter. However, conversions are way better.” For N Chandramouli, ceo of TRA Research, which is a brand intelligence and data insights company, LinkedIn has become ‘official WhatsApp’ of sorts. He gave us an example of how expensive LinkedIn’s lead generation can be, which is considered to be its most effective form of marketing on the networking site. “Per lead could be a person, a company or anything that I'm seeking. If you were to advertise, this could go up to about ₹1300 per lead, which is a very expensive lead generation point. But if you use the platform intelligently, not wildly spend like Facebook -- from over a few lakhs of rupees, you can get it down to ₹200 per lead. The amount of spends can go from as low as $1,000 or even lesser per month to maybe $10,000 or even higher per month. So, it all depends on how active you really want your campaign to be.” <cmsannotation type="cmsannotation" annotationid="Is LinkedIn gaining more attention from advertisers now?" text="Is LinkedIn gaining more attention from advertisers now?">Is LinkedIn gaining more attention from advertisers now?</cmsannotation> After the advent of social media and the internet, marketing trailblazers have started chasing return on investment (ROI) on their marketing strategies. They have shifted their focus away from monthly reports to taking insight-based decisions. To understand what ROI on LinkedIn means, as an example, let’s say you spent $5,000 on LinkedIn ads and it generated $10,000 in revenue from those ads. Here’s how you can track your ROI: Marketing ROI (%) = [($10,000 - $5,000) / $5,000] * 100 Marketing ROI (%) = 100% While LinkedIn is not a low-cost medium, it is known to yield a positive marketing ROI and marketers say it is worth it. “It has a promising conversion rate of 6-8%! At $5.26, LinkedIn has the highest CPC compared to other social media platforms. However, this doesn’t mean that LinkedIn’s ads are overpriced. Rather, it just shows how highly ‘clicks’ are valued on this platform,” says Shrenik Gandhi co-founder and CEO of digital advertising agency White Rivers Media. For its ability to deliver targetted audience and concrete ROI, Rajni Daswani, director of digital marketing at advertising agency SoCheers, also says expensive advertising on LinkedIn is worth it. “There is no other platform that gives you a direct audience with the educated, working-class, bread earners in the family kind of people. A lot of brands are seeking this data and are willing to pay the expensive rates that come with it.” <cmsannotation type="cmsannotation" annotationid="LinkedIn’s growth story and what lies ahead" text="LinkedIn’s growth story and what lies ahead">LinkedIn’s growth story and what lies ahead</cmsannotation> LinkedIn has seen massive growth in its users after the pandemic. As per research and analytics platform NapoleonCat, LinkedIn had an audience reach of 89 million people in India in April 2022, which accounted for 6.3% of its entire userbase. On the other hand, <keyword id="6384676" type="General" weightage="20" keywordseo="social-media-platform" source="Orion">social media platform</keyword> Facebook’s <a href="https://napoleoncat.com/stats/facebook-users-in-india/2022/04/">user </a>base in India in April 2022 was 400 million. Currently, India is the second-largest market for LinkedIn. Around the time when the coronavirus outbreak started blanketing the globe, LinkedIn’s user base in India was recorded at 67 million in April 2020. <div type="image" title="LinkedIn-users" msid="91623756" hostid="261" caption="&amp;lt;p&amp;gt;LinkedIn&amp;#39;s user growth&amp;lt;/p&amp;gt;"></div> With 810 million users worldwide, LinkedIn has become the backbone of the global business community. For any working professional, it is a platform that allows you to make a first impression on your prospective employers, help you build your community and amp up your skills. Advertisers are using LinkedIn to avoid shouting into a void. This professional networking platform gives them targetted B2B audience. So, it is also increasingly taking up more of brands’ budgets. LinkedIn’s ad revenue exceeded <a href="https://view.officeapps.live.com/op/view.aspx?src=https://c.s-microsoft.com/en-us/CMSFiles/SlidesFY22Q2.pptx?version=4a9117e1-04ff-5143-12a0-1ecfc041aa59">$1 billion in 2021</a> and its overall revenue grew by 37%. Sharing the reason behind the recent influx of B2B advertisers, Sachin Sharma, Director, LinkedIn Enterprise Marketing Solutions India, says, “As we emerge from the pandemic, building a community has never been more important. Our 88 million member strong professional community in India of customers, marketers, advertisers are all turning to LinkedIn at this time to learn, connect, and share information and knowledge — and LinkedIn has been uniquely positioned to foster this community. We are a top 3 player in B2B digital advertising today, and our community is the backbone of this record-breaking growth. With our targeting features, they are better able to reach the right, and highly engaged, professional audience so they can be more precise with the ads they show. We're also making the right investments by training our bidding models to be smarter in how we bid, which is improving ROI for our customers and bringing them more value for their campaign spends and driving more conversions.” <div type="image" title="LinkedIn-users.2" msid="91623773" hostid="261" caption="&amp;lt;p&amp;gt;Advertising revenue generated by LinkedIn year-on-year&amp;lt;/p&amp;gt;"></div> According to LinkedIn, f<a href="https://business.linkedin.com/marketing-solutions/cx/17/06/advertise-on-linkedin?trk=sem_lms_gaw&amp;src=go-pa&amp;veh=LMS_NAMER_Core_USCA_Search_Google-Brand_DR-PRS_Broad_HeadTerms-Beta_All_English_Core_378907683579__%2Blinkedin%20%2Badvertising_c__aud-925775953436:kwd-23182566377_6458957180&amp;mcid=6612464045041733652&amp;cname=LMS_NAMER_Core_USCA_Search_Google-Brand_DR-PRS_Broad_HeadTerms-Beta_All_English_Core&amp;camid=6458957180&amp;asid=77594820616&amp;targetid=aud-925775953436:kwd-23182566377&amp;crid=378907683579&amp;placement=&amp;dev=c&amp;ends=1&amp;gclid=CjwKCAjwjuqDBhAGEiwAdX2cj2lTVNqgugdLVkw4pjQ_HT9U7ndYyuYl0_1wUsTKKBlHFvOgBieIqxoCsVEQAvD_BwE&amp;gclsrc=aw.ds">our out of five </a>of its users have the power to impact business decisions. These movers and shakers also have <a href="https://business.linkedin.com/marketing-solutions/cx/17/06/advertise-on-linkedin?trk=sem_lms_gaw&amp;src=go-pa&amp;veh=LMS_NAMER_Core_USCA_Search_Google-Brand_DR-PRS_Broad_HeadTerms-Beta_All_English_Core_378907683579__%2Blinkedin%20%2Badvertising_c__aud-925775953436:kwd-23182566377_6458957180&amp;mcid=6612464045041733652&amp;cname=LMS_NAMER_Core_USCA_Search_Google-Brand_DR-PRS_Broad_HeadTerms-Beta_All_English_Core&amp;camid=6458957180&amp;asid=77594820616&amp;targetid=aud-925775953436:kwd-23182566377&amp;crid=378907683579&amp;placement=&amp;dev=c&amp;ends=1&amp;gclid=CjwKCAjwjuqDBhAGEiwAdX2cj2lTVNqgugdLVkw4pjQ_HT9U7ndYyuYl0_1wUsTKKBlHFvOgBieIqxoCsVEQAvD_BwE&amp;gclsrc=aw.ds">2x the buying power</a> of typical online audiences. While Facebook has more users than LinkedIn across the world, some advertisers find LinkedIn more lucrative than other networking platforms. Gandhi explains why LinkedIn gets more preference in the brandverse. “LinkedIn’s competitive advantage is that it is a professional networking site. While Facebook boasts over 2 billion people, LinkedIn has 600+ million professionals - In digital advertising, quality reigns supreme over quantity! Compared to other social media platforms, LinkedIn advertising is more expensive but it is certainly not overpriced for the value it provides.” As per Pranav Ahuja, co-founder and CEO of digital ad agency Xeno, LinkedIn typically allows you to choose from four different kinds of ad formats: sponsored content, sponsored messaging, lead generation forms, and text and dynamic ads. The initial 2-4 weeks of advertising on LinkedIn are typically considered a learning experience for brands and media buyers to figure out what works (or doesn’t). To begin with, LinkedIn recommends a daily budget of at least $100 or a monthly budget of $5,000. To get the most bang for your bucks, make sure you end your LinkedIn ad with a clear call to action (CTA).

LinkedIn is the most expensive digital advertising platform but is it worth it?

<ul><li>After India lost to Pakistan in their T20 <keyword id="8984629" type="General" weightage="20" keywordseo="world-cup-2021" source="Orion">World Cup 2021</keyword> opener on October 24, 2021, the internet flooded with heartbreak tweets and disappointment memes.</li><li>On Sunday, India suffered their consecutive defeat as they were hammered by New Zealand.</li><li>It is almost Diwali and yet nobody, at least on the internet, is in the mood to celebrate. The internet is still trying not to revisit their memories of Sunday.</li><li>India’s loss against New Zealand has pushed them towards the brink of a league stage exit. Most of us are now hoping that Afghanistan will beat New Zealand and India will win their remaining three fixtures against Scotland, Namibia and Afghanistan.</li><li>As the consumer sentiment plummeted, brands and advertisers also suffered. We speak to media experts to find out how India’s loss at the T20 World Cup will impact brands that have invested in the game this time and what it means for its airing partners.</li></ul>Cricket, undoubtedly, is still the most popular sport in India and it is the best way for brands to connect with their audiences. And when it is T20 World Cup, consumers in India are extra excited to cheer for the men in blue. They order merchandise, invite friends over or go to a sports bar to catch the tournament. It is more like a festival of sorts, where a whole family or group of friends get together and enjoy the game. Brands also go overboard, investing on the sport, to be where their fans are. However, what happens when the team you are cheering for fails? Consumers are heartbroken and if you are an advertising agency, all your post-victory campaigns, which you worked on for weeks, will now rot in your archives. It only takes one bad game to spoil the party and this time, our country lost twice. The India-Pakistan match dampened consumer sentiment and on Sunday, India suffered their successive defeat as they were hammered by New Zealand and consumers lost their will to work on Monday. FoodTech platform Zomato mirrored India’s sentiment in this push-notification yesterday and all I want to do is say, “Same, bro. Wait, who is chopping onions?” <div type="image" title="Screenshot_20211101-111427_One UI Home" msid="87468689" hostid="261"></div> India’s loss against New Zealand has pushed them towards the brink of a league stage exit. Now the only hope is if Afghanistan beats New Zealand and India wins the remaining three fixtures against Scotland, Namibia and Afghanistan. Vikram Sakhuja, Partner &amp; Group CEO, Madison Media &amp; OOH said, “With cricket being a national passion, the fallout is that fans swing in extremes. India's wins leads to high ratings, and losses to poor ratings. In the 2016 T20 WC the super 12s (with 5 India games) had rated 4.4 amongst males audiences. This time round I won't be surprised if India's poor performance in the crunch games leads to a tournament average of sub 3 ratings. For Advertisers who pay top dollar to advertise on this platform it will be a reasonable setback. However if India does manage a top 2 position, the interest and ratings will spike. So fans and advertisers need to pray for New Zealand getting upset by the lesser ranked teams, and India dominating over these same teams.” Sharing how this low consumer sentiment is likely to impact brand performance and viewership for the rest of the World Cup tournament this year, <keyword id="512646" type="General" weightage="20" keywordseo="ambika-sharma" source="Orion">Ambika Sharma</keyword>, Founder and MD, Pulp Strategy said, “Match viewership will decline and by some estimates, it may go down by 50% or more as a fall out of India’s exit from the World Cup. ICC having anticipated the disappointment of fans has already decided to allow full refunds, fans are relieved I’m sure. Advertisers, on the other hand, will see a drop in viewership for the next set of matches. However, towards the flag end of the World Cup, most advertisers would have received their visibility via the spots in the matches up to the point of India’s exit. The media team may have some difficulty in selling the last-minute inventory which goes at a premium.” On the other hand, Mohit Joshi, CEO, Havas Media Group India is confident that the interest levels won't dip. He said, “India is a cricket-loving nation with a huge fan following for the sport and the legends of the cricketing world. While there are sentiments with team India involved and the loss is a huge disappointment, there are bigger sentiments associated with the game, and as a nation, we've always appreciated good cricket and good talent. As we move towards the semis and the finals, we expect to see great cricket, therefore I don’t see the interest levels going down and the love for the game should keep the viewership ticking.” Sujay Kar, EVP- Commerce, CRM, and Media, VMLY&amp;R India said that some advertisers might be in for a shock. "These defeats can lead to an early exit for India, which would have an adverse impact for brands that have invested their Advertising Dollars and the Advertising Mediums. Without India in the Knockout rounds, the viewership might go down significantly, which means lesser impressions served and lower business impact. Given that it’s peak festive season and there are no big showpiece events involving India in near future, some of the advertisers have invested heavily hoping for a big post-pandemic boost and they might be in for a rude shock," said Kar. Grashima Sahni, Senior Director- Planning and Strategy, Carat India told us about brands that might benefit from investing this year despite the early exit. She said, “With team India seeing an unpredictable early exit from the T20 world cup 2021, the invested brands are reaping lower than what they sowed and expected to reap. Investment in live cricket is more about associating with the spirit than pure media metrics. With the early exit and defeat from Pakistan, the mood in fans is dim. The deal deliveries may match the bought media metrics eventually but the qualitative factor of 'context' the brands were hoping to ride turned flat with this exit. Brands that balanced their investments with festive entertainment buys this season will benefit over the highly skewed and only cricket investing brands.” <keyword id="12452300" type="General" weightage="20" keywordseo="sushil-anatharaman" source="Orion">Sushil Anatharaman</keyword>, Media Director, Gozoop Group said, “Brand who have taken fixed deals like title, associate and other sponsorships will definitely suffer because the reach they would have expected in the next round will go low if India doesn't qualify. However, if we miraculously do enter the next round, then again there will absolutely be no problems for these brands. Other brands who do spot buying will really not be affected by this.” Shrenik Gandhi, CEO and Co-founder, White Rivers Media reminded us that brands who spent on digital media can easily pull back their spends. He said, "Sports marketing comes at a risk-reward ratio, subject to team’s performance. There are times when teams perform really well. Those are the times when brands benefit disproportionately. And then there are times like these, when teams don't perform - those are the times when brands can pull back their expenses. Digital has the power wherein a lot of spends can be controlled on a real-time basis. That may not be the case when it comes to ATL and outdoor media. That's the benefit where there is plug and play possible. Hence, the brands that are investing heavily on digital may not suffer as much. Of course, it's a big opportunity loss because bad performance results in lesser attention and lesser attention results in lesser impressions and lesser impressions results in lesser opportunities to sell and hence lesser advertisement budgets spent." This time, the T20 World Cup has aligned with the festive season and brands are extra generous to spend on TV and OTT platforms during this time of the year. According to media reports, broadcaster Star Sports sold inventory worth more than Rs 1,000 crore this year. It has onboarded Byju’s, Dream 11, Coca Cola, Vimal, PhonePe, Havells, Netmeds, CoinDCX, JioMart, Skoda, Mondelez, Reliance Trends, Pernod, Upstox, Samsung and Cred as key sponsors. On its streaming platform Disney+ Hotstar, Dream11, Vimal Elaichi, Coinswitch, Oppo, Swiggy, Maruti, AMFI, PhonePe, Mondelez and Upstox have invested this season. During the ICC <keyword id="1268840" type="General" weightage="20" keywordseo="world-cup-t20" source="Orion">World Cup T20</keyword> held in 2015, the India-Pakistan match rated 11.9 TVR (TAM data M15+ ABC) on the STAR network and 2.9 TVR on Doordarshan and had garnered 288 million views. This year too, cricket dominated the conversation on Twitter. Between 01 July 2020 - 01 July 2021, there have been over 75 million conversations about cricket on the service in India. However, this time, the Twitterati is too disappointed. Yesterday, #BoycottIPL was trending on Twitter because fans alleged that the Board of Control of Cricket in India (BCCI) has commercialised cricket and is prioritising the Indian Premier League over an International League. <div type="twitter" handle="gauravmondal14" handlename="Gaurav" image="http://pbs.twimg.com/profile_images/916250813063823360/dcjy4Ndh_normal.jpg" favoritecount="120" retweetcount="20" status="#BanIPLothers team mixed strategy during the break ...and then there comes indian team ..&quot;chal time mila hai ad… https://t.co/eoR5aNwFSq" createdat="1635748606000" id="1455061234961633280"></div><div type="twitter" handle="Depress7S" handlename="Samreen" image="http://pbs.twimg.com/profile_images/1454307245425143811/zbszQqUY_normal.jpg" favoritecount="1881" retweetcount="279" status="Indian fans on airport: Congratulations India . #BanIPL #IndiaVsNewZealand https://t.co/QQtSetHXoy" createdat="1635704110000" id="1454874604720332804"></div> <div type="twitter" handle="SardarSajid786" handlename="M . S A J I D 🇵🇰" image="http://pbs.twimg.com/profile_images/1439137172263682048/ihbnmQha_normal.jpg" favoritecount="0" retweetcount="0" status="Please @ICC ban IPL kun k IPL se cricket tabah ho rahi hai .#BanIPL https://t.co/Hw6tKka0nf" createdat="1635767412000" id="1455140113088983041"></div> Commenting on this Twitter outburst, Anatharaman said, “The Twitterati in India is very less if we compare to the advertising universe size of products and services advertised during IPL. Also, trends on Twitter can end in an hour too and hence people will forget these trending hashtags soon. It doesn't really affect the IPL in any way. In fact, it's been a tournament that has been associated with worse controversies like spot-fixing etc. but the tournament has still continued growing year by year and has also benefitted the brands associated with them.”

How India's loss at the T20 World Cup will affect Indian brands

<ul><li>Finance Minister <keyword id="129243" type="PERSON" weightage="20" keywordseo="Nirmala-Sitharaman">Nirmala Sitharaman</keyword> on Saturday announced that the government will set aside ₹6,000 crore for <keyword id="2791195" type="PERSON" weightage="20" keywordseo="BharatNet">BharatNet</keyword>, a step towards ensuring that the internet reaches every home.</li><li>The government also intends to build data centre parks throughout the country to focus on new age technologies like Artificial Intelligence (AI) and Internet of Things (IoT).</li><li>Industry experts voiced their enthusiasm about the government’s steps towards giving digital ecosystem a boost.</li></ul>Digital is the way forward and that is clear from the government's attempt to boost the country's digital infrastructure. Finance Minister Nirmala Sitharaman on Saturday announced that the government will set aside ₹6,000 crore for BharatNet, a step towards ensuring that the internet reaches every home. While the digital ecosystem has already been seeing an impressive growth in the country these past few years, this step will further bolster the growth, giving digital-backed businesses a huge boost. Moreover, the government also intends to build data centre parks throughout the country to focus on new age technologies like Artificial Intelligence (AI) and Internet of Things (IoT). Digital stakeholders from the industry were quick to acknowledge the boost that the move will give the entire ecosystem and came out together to laud the government's move. Here are some voices from the industry sharing their enthusiasm. Gautam Sinha, CEO,Times Internet: <keyword id="7836802" type="UNKNOWN" weightage="20" keywordseo="Budget-2020">Budget 2020</keyword> is a promising step towards establishing India’s future as an enduring digital economy. The increased focus on improving data connectivity under Bharat Net, steps to boost the smartphone manufacturing industry and the Rs 8,000Cr allocation for the National Mission on Quantum Computing &amp; Technology will help build better digital infrastructure to support this sector's rapid growth. Finally, deferring tax on ESOP's for startups is also a major move that will help promising startups attract and retain talent that would fuel our burgeoning digital ecosystem. MVS Murthy, Head – Marketing and Digital, Tata Asset Management: This Budget gives a strong tailwind to all things digital. Support to smartphone manufacturing while harnessing the engineering and design skills is another progressive step in the Make in India story. Over 6 lakh anganwadi workers being equipped with smartphones to upload the nutrition status of 10 crore households, is a great step to leverage technology and address health care of children. Use of AI towards an endeavor to eradicate TB is yet another step towards human life enhancement. Embracing technology through Analytics, IoT and AI augurs well for us as a 21st century powerhouse economy. Including 100,000 Gram Panchayats in this mission through BharatNet will integrate us as a nation digitally. Smart meters, use of solar panels alongside railway tracks benefit the households and also makes us seen as a conscious consumer of green-tech. There are enough opportunities for global companies, partners and startup’s in India to actively participate in India’s continued efforts in harnessing tech for public good and welfare. Shrenik Gandhi, Chief Executive Officer and Co-Founder, White Rivers Media: There will be views that support right and views that support left, but I strongly believe, data and digital occupied the centrepiece of the budget! The fact that we moved beyond jargon war and marching towards embracing digital technology is a very strong positive move. New age technologies, keeping data and digital at the heart of it shall lead to big reforms. Focus on IoT, Data Parks, AI shall make India a strong contender amongst the top digital economies, globally. The ambitious fibre to home proposal shall get the next 100M in the Digital universe soon. All in all, it’s a very positive budget for digital by the government which has always vouched for the power of digital. The same coupled with reduced tax slabs and abolition of DDT shall lead to higher disposable income; thus enabling more consumption. Redickaa Subrammanian, Co-founder and CEO, Resulticks: Digital disruption has transformed India’s business landscape and the announcement for building more data center parks will further aid in laying a strong foundation for a digitally connected country. Rs 8000 crore allotment for developing quantum technology is impressive, and this in tandem with the grassroots level skilling initiatives, make for a strong technology ecosystem. Engineering students will also gain real-world experience through the new internship programs, creating a digitally skilled talent pool equipped to work in a digital economy. As a fast growing AI and ML based technology start-up, we welcome setting up of the investment clearance cell. The proposed revisions in the income tax structure should lead to increased consumer demand and provide an overall impetus for economic growth in India. The announcement made in Budget 2020 showcases the government’s support for India's technological advancement and we are excited about the entrepreneurial spirit it promotes. Ambika Sharma, Managing Director &amp; Founder at Pulp Strategy: The latest budget announcement for the year 2020 -21 bears vast potential in shaping India’s road towards achieving its target of emerging as a 5 trillion dollar economy. With India currently posed as the fifth largest economy in the world, I am particularly enthralled by the government’s decision to optimize new-age disruptive technologies such as Machine Learning, robotics and Artificial Intelligence (AI) towards attaining a seamless and integrated service sector. Further advancing the digital revolution in the country is the government’s resolution of developing state-of-the-art data centers across the nation. Moreover, the FM’s proposal to allocate Rs 6,000 crore for connecting 100,000 Gram Panchayats by FY21 will also prove instrumental in accelerating India’s journey towards becoming a tech –enabled nation. Chetan Asher, Co-founder &amp; CEO, Tonic Worldwide: This budget makes me optimistic about the growth of digital ecosystem. Firstly the Rs 6,000 crore allocation towards BharatNet will give last mile connectivity the impetus that it needs and pave way for digital transformation at all levels. Allowing private players to build data centers and encouraging production of mobile and network devices will all compliment each other in growing the ecosystem. Jasmeet Thind, Co-founder, Coutloot: With technologies like AI, IoT and Data Analytics transforming the world, and cutting across streams, the <keyword id="8192304" type="UNKNOWN" weightage="20" keywordseo="union-budget-2020">Union Budget 2020</keyword> has introduced some ample changes that will certainly benefit the start-up community. The finance minister announcing that entrepreneurs from rural areas will be offered additional opportunities to learn and develop their skill sets is definitely a moment to rejoice. Stressing on digital connectivity throughout the country the Rs 6000 crore allocated for the same under the BharatNet program, we are happy that aspiring entrepreneurs and small businesses from suburban and rural areas will be able to scale their business outside of their towns. We will continue to offer our support to enable them to achieve their goal and own successful businesses.

As the government sets aside ₹6,000 crore for BharatNet in the Union Budget, the industry rejoices

<ul><li>Finance Minister Nirmala Sitharaman presented the Union Budget for 2022-23 in Parliament on Tuesday.</li><li>This year's budget is indexed towards startups, MSMEs, infrastructure projects, rural revival, digital payment apps, telecom growth and affordable housing.</li><li>We reached out to digital, media and creative agencies to understand how the increased focus on digitalisation, sustainability, blockchain and push to MSME can impact the ad and marketing industry.</li></ul>Be it the introduction of a Digital University to make education accessible across the country or the proposed launch of a Digital currency by the Reserve Bank of India to the government’s focus on promoting digital payments and fintech, Finance Minister Nirmala Sitharaman made it is clear that digital is the way forward. The Union Budget 2022-23 aims to boost the country's digital infrastructure and enable a cashless economy. The government also announced that it will set up an Animation, Visual Effects, Gaming and Comics (AVGC) promotion task force to give a push to the animation and gaming industry. To facilitate the roll-out of 5G mobile services in India, FM Sitharaman said that Spectrum auctions will be conducted in 2022. This, in turn, will give impetus to Voice, Augmented Reality and Virtual Reality and pave the way for the Metaverse. The Digital Rupee using blockchain will help Indians accept virtual currency and accelerate cryptocurrency exchange in India. Overall, the budget also shows a promise for Electric Vehicle brands, digital payment apps, MSMEs, gaming industry and start-ups. We reached out to digital, media and creative agencies to understand how the increased focus on digitalisation, sustainability and blockchain can impact the advertising and marketing industry. Here’s what they said: Anupriya Acharya, South Asia CEO, Publicis Groupe: The Budget is positive, growth-oriented and with reforms in the right direction. The advent of 5G is sure to transform communications – for our industry it will help creation of better AV, voice and AR/VR experiences. It will also fuel digital payments, streaming entertainment, gaming, e-commerce, tele-medicine etc which in turn will aid more Unicorns! It is also heartening to note that a special Task Force is being set up for AVGC (Animation, Visual Effects, Gaming and Comic) as this will help us build the much needed capacity both for domestic as well as global markets. And then there have been no changes in income-tax slabs for people, which many consumer segments were worried about. This in turn boosts consumer sentiment. From e-passports, to battery swapping for electric vehicles, setting up of optic fiber in the remotest of villages, setting up of a digital university and skilling through an e-portal, the big push is for technology, digital infrastructure and empowerment. Narayan Devanathan, Chief Client Officer, dentsu India: Having gone through the 38-page document of the Finance Minister’s budget speech, I decided to do a search for a couple of words that I thought kept repeating throughout her speech. The words “will be” occurred 110 times in the entire speech. When I narrowed my search to the single word “will,” the number rose to 362. To me, those two words sum up the essence of what this year’s budget is and is not. What it is, is a future-focused budget, aiming at the distant vision of India@100, with a 25-year Amrit Kaal lead-up. What it is not, and what I felt was sorely needed this year of all years, is a present-focused budget. A punishing 2021 for the aam aadmi with more-than-usual expenditure on health and sustenance meant the general populace was looking for immediate relief that would place more cash in their household budgets. That did not happen. Nor was there any extraordinary investment in relieving the healthcare expenditure burden. For all the importance of farmers in upcoming poll-bound states, there was neither major sop nor stimulus given to back the importance of agriculture as a spine if not engine of the economy. Even the MSME sectors were only handed a slightly longer lease of life with the extension of the ECLGS, but there was no real move to stimulate consumption by placing more cash at consumers’ disposal, for example, extending LTA claims to restaurants (and not just accommodation). There is perhaps plenty for the industry to cheer about since it can afford to think about the future and a slightly longer term than just the here and now of survival. The stock market did cheer up even before the FM’s speech, but that only served to underscore the dichotomy between the real health of the population and the Minority of Haves. When the general population probably can’t afford to wait for the benefits of trickle-down economics to reach them in yet another trying year, the dreams and wheels of a consumer-driven economy might move slower than the industry might like, despite the many future-facing and progressive policies announced. Virat Tandon, Group CEO, MullenLowe Lintas Group: The union budget can be termed as consistent with the government's vision to reach the 5 trillion GDP mark by 2025-26. Hence, the strong focus on capex to boost infrastructure that connects and streamlines middle India and provides the engines of entrepreneurship across the length and breadth of the country. It also shows India's commitment to bring a digital first economy with the 5G rollout planned for next financial year, clarity on India's policy for cryptocurrency, data centres, EVs and our very own digital Rupee. Start-up culture will continue to flourish with the right policy framework. These investments and policies will generate jobs and go a long way in inclusive and sustainable growth for Bharat. Anurag Bansal, COO &amp; CFO, DDB Mudra Group: This Union Budget looks neutral, with no major changes in taxation. The launch of digital Rupee based on blockchain technology is a big move to bring in official cryptocurrency in India. New e-passports with embedded chips would definitely ease overseas travel. Managing the Fiscal deficit while pushing for growth and investments is a great balancing act taken on by the government. It will give a boost to capital investments and infrastructure development. Kartik Sharma - Group Chief Executive Officer – India, Omnicom Media Group: With an impetus on holistic growth, developing infrastructure and job creation across sectors, the 2022 union budget shows promise with a focus on the big picture. Reviving economic growth in the post-pandemic environment has been a focus for this government and this progressive, digital-first, and development-oriented budget reflects that. Not only does it provide a boost to the MSME, agriculture and healthcare verticals, but also signals that investing in infrastructure today will connect India better tomorrow. With an increased focus on digitization, some of the standouts for me were that the budget recognized the current gaps and opportunities within the education sector, and is advancing towards uplifting India with the creation of a digital ecosystem - one that is focused on upskilling and creating more employment; aligned with the dynamic needs of today. It also aims to further strengthen communications in the rural sector and build upon the overall financialization of India. Furthermore, while the rollout of a 5G ecosystem will improve the quality of services, the launch of digital money, supported by blockchain, signals an increasing focus on transparency. With consistency in strategic direction and focus on propelling the MSME and start-up ecosystem, this is a welcoming budget for new-age businesses and a hopeful one that will ultimately lead to a boost in the A&amp;M industry as well. We're at the cusp of the next stage of India's digital revolution and although certain factors like data privacy still remain an area to be delved deeper into, as infrastructure and banking penetrate further into rural India, we’re looking hopeful and strong to transform into a forward-leaning digital economy of tomorrow.” Deepak Mittal, CEO and Co-Founder, TO THE NEW: The government's unprecedented commitment to technology innovation and adoption in this union budget is highly encouraging. Breakthrough developments and futuristic technology such as the introduction of digital currency, the rollout of 5G within FY22-23, and e-passports using embedded chips are exciting for the country's future. Among the measures announced, the budget highlights special incentives to startups and the launch of a progressive, new portal encouraging a digital ecosystem for skilling and upskilling. These initiatives will serve as a successful catalyst for the country's economic growth. Atul Shrivastava, Group CEO &amp; Executive Director at Laqshya Media Group: The union Budget underlined the government’s focus on long-term growth. As India’s economic growth is estimated to be 9.2% in the upcoming financial year so it would be good for all the industry and with overall growth, we are sure advertising &amp; media will also show remarkable growth which was low due to the pandemic in the last couple of years. As announced the National Highways to be expanded by 25,000 km under PM Gati Shakti mission. Highways are adding a new dimension to the growth of the OOH Industry as advertising on the Highways is emerging as very strong choice for brand building for many categories. Prasad Shejale, Founder and CEO, Logicserve Digital: The FM has announced a very progressive budget with an intention to widen India's horizons and outlook in the next five years, leveraging emerging technologies. The Government has addressed some urgent priorities underpinning the digital sector, including the launch of digital currency, API-based skill credentials, digital learning channels, digitization of manual processes, etc. On the digital connectivity front, the 5G spectrum auctions will finally make the dream of a tech-savvy India a reality, further boosting the country's digital infrastructure. Additionally, the launch of a design-led manufacturing scheme for the 5G ecosystem as part of the PLI scheme will ensure affordable broadband and mobile communication even in far-flung areas. The availability of high-speed internet connectivity in urban as well as rural areas will encourage marketers to experiment with blockchain, AR, VR. On the skilling front, initiatives like establishing a digital university will provide an opportunity for youth to learn new skills from the comfort of their homes. The creation of a new task force to build domestic capacity in the Animation, Visual Effects, Gaming and Comic (AVGC) sector is commendable. The overall budget is future tech-enabled and balanced. Ahmed Aftab Naqvi, Global CEO &amp; Co-founder, GOZOOP Group: While there will always be hope for more and better, the continued push towards digital, fintech and the boost for start-up ecosystem with the extension of tax benefits till March 2023 along with capping the surcharge at 15% irrespective of the amount of long term capital gains, will fuel the fire of entrepreneurship in our nation. Varun Duggirala, Entrepreneur, Co-founder of The Glitch, Author, Content Creator and a Podcaster: The twin announcements of the digital rupee and the taxation on ‘virtual digital assets’ is clearly a focused drive from the government to regulate the crypto space. What needs to be seen is how this plays out because regulating a decentralized space is a paradox in itself. Another point that stood out for me was the national mental health program. More than anything else it signifies the normalizing of mental health as a legitimate area of focus for us as a nation. Shrenik Gandhi, CEO and Co-founder, White Rivers Media: In my opinion, it is a fairly balanced budget. There is sufficient emphasis being laid on up-skilling, and making right investments in tech which is the need of the hour. The previous budget was more inclined towards setting up a strong foundation in the digital space, and this one is essentially focused on making further advancements. Besides, Digital Rupee being introduced is indeed, a great news across sectors and it will be exciting to finally watch it become a reality. It can prove to be a game-changer in India's future as transactions will become even more instantaneous. Speaking of the expected benefits, let’s not forget that this is India’s #Budget and not a Big Bazaar scheme announcement. So, the immediate benefit may not be seen right now but considering the long-term narrative, it is a fairly established budget. Sahil Chopra, Founder &amp; CEO- iCubesWire: While the general trend of the <keyword id="12134566" type="General" weightage="20" keywordseo="union-budget-2022" source="Orion">union budget 2022</keyword> has its emphasis on ease of doing business, I strongly believe, data and digital occupied the centerpiece of the budget. The plans to focus and promote the fintech and digital economy are a very strong positive move. New age technologies, keeping data and digital at heart of it will allow the tech enablers to transform multiple industries. For MSMEs, the government has plans to outlay Rs 2 trillion which is again a welcoming move that will help in enhancing startups as well as entrepreneurial opportunities for all. Besides, extension on tax exemption to startups and promotion of startups to facilitate ‘Drone Shakti’ through varied applications and drones as a service is also encouraging. The ambitious optical fibre to the villages under PPP in 2022-23 shall get the next 100M in the Digital Universe soon. To sum up, it’s a positive budget for the digital sector which has always vouched for a strong digital infrastructure in the country." Chetan Asher, Founder and CEO, Tonic Worldwide: The budget clearly will help the country march towards digital adoption and transformation in many sectors. With 5G rollout on the cards we will see an acceleration across the board. The digital rupee will put India right up on the map of advanced digital economies. Clarity on Digital assets and crypto will give it new impetus. All of these initiatives will help us emerge as leaders in adoption and growth of blockchain technology Ambika Sharma, Founder &amp; MD, Pulp Strategy: The Budget is interesting as the Government has focused on all sectors. The financial support for the digital payments ecosystem is a welcome move and further reaffirms the Government of India's digital banking push. This push on digitization will make way for more inclusion in the ecosystem. The focus on 'Ease of doing business is a great step, as it will further promote entrepreneurship in the economy” . The 2022-23 budget finely balanced fiscal retreat with supporting economic recovery. The budget focused on a familiar strategy of driving capital expenditure to drive growth, to crowd in private investment through higher public spending. Although markets could be disappointed with a higher fiscal deficit of 6.4% of GDP for FY23 than expected, it is perhaps prudent to not undertake aggressive fiscal consolidation at this nascent stage of recovery. While elevated market borrowings are likely to pressurize bond yields, the inclusion of green bonds in the borrowing plan is an interesting innovation. In terms of specific policy announcements, the move towards self-reliance through protection for domestic manufacturers (change in custom and import duties) aligns with the long-term goal of Atmanirbhar Bharat. The government has extended the startup tax holiday and concessional tax for manufacturing startups by a year. While that was on the cards, it doesn’t address the core need of startups to be given a longer tax holiday of 5 years as required. One of the most encouraging aspects of the budget has been the announcement to set up an AVGC (animation, visual effects, gaming, and comics) promotion task force to plan and build domestic capacity for serving domestic as well as global markets. Loss from the transfer of virtual digital assets cannot be set off against any other income. The creation of a unified logistics platform and the developments of 100 new cargo terminals in the next three years are significant steps in improving the supply chain ecosystem in the country. Infrastructure status given to Data Centers will provide a huge boost to the fast-evolving digital environment of the country. The fiscal outcome is broadly in line with our expectations with the government having continued its focus on infrastructure and rural demand. Himanshu Arya, Founder and CEO, Grapes: The Union Budget for the financial year 2022-23 has set the stage with an invigorated focus on ramping up the process of the digital revolution. The government’s focus on the digital ecosystem is a progressive move to render an inclusive landscape for job openings and entrepreneurial opportunities. The extension of tax incentives for startups for one more year will give a slight relief to the industry. I hope that the cash flow improves in the market. The Union Budget has various encouraging initiatives and is directed towards a more viable and flexible business ecosystem that completely aligns with the ideologies of Make in India. Siddharth Devnani, Co-Founder &amp; Director, SoCheers: Digital and digitization stood out as a strong overall trend in the Union Budget 2022. The budget put a great focus on long-term growth and given how intricately ‘digital’ was integrated into several measures, it can be seen as an integral part of that growth. Implementation of the Central Bank digital currency will definitively aid the growth of digital economy and finance in the country, opening doors for digital acceleration across sectors. The announcement about the new digital university and the renewed focus on digital learning, further presents an opportunity, especially to the fast-evolving Educational Technology sector. However, a definite plan on how this will pan out for all corners of India remains to be seen. Moreover, digital will also be leveraged in the set-up and operation of tele-mental health centres, providing the necessary focus and access to mental health services to the Indian masses. This comes as one of the most welcome move as it’ll contribute infinitely to the nation’s long-term growth.

The advertising industry voices its enthusiasm about the government’s steps towards boosting digital ecosystem in Union Budget 2022-23

<ul><li>Having been trending week over week, there is no doubt that #SharkTankIndia has been driving entrepreneurship conversations in Indian households and has gained immense popularity.</li><li>After three months of creating non-stop buzz for the show, <keyword id="11908357" type="General" weightage="20" keywordseo="sony-entertainment-television" source="Orion">Sony Entertainment Television</keyword> in association with its digital partner, <keyword id="4574745" type="General" weightage="20" keywordseo="white-rivers-media" source="Orion">White Rivers Media</keyword> officially wraps the first season’s marketing campaign.</li><li>Here’s a closer look at Shark Tank’s marketing strategy.</li></ul><keyword id="11924074" type="General" weightage="20" keywordseo="shark-tank-india" source="Orion">Shark Tank India</keyword>, in its very first season, has been able to mirror Badalte Bharat Ki Nayi Soch and has been successful in making conversations around ‘entrepreneurship’ more mainstream. Given the unconventional format of the show, Sony Entertainment Television (SET) in association with its digital partner White Rivers Media (WRM) maintained consistent engagement with the audience throughout the season with live updates, decoding the business jargon, anecdotes from the Sharks, inspiring moments from the show, and highlighted each ‘deal’ thereby making the business reality show more inclusive and relatable to the audience. Starting with the registration phase, WRM reached out to the incubator community, college alumni, and co-working spaces encouraging participation in the show. Furthermore, the digital agency created exclusive social media pages, on Twitter and Instagram, to engage with the audience. It quickly gained 750K followers, and went on to become the one-stop destination for everything related to the show with its viral posts. <div type="twitter" handle="sharktankindia" handlename="Shark Tank India" image="http://pbs.twimg.com/profile_images/1407252134031020032/sUtiHEPl_normal.jpg" favoritecount="449" retweetcount="40" status="The pitchers will get one more chance to pitch their business in front of the Sharks, in Gateway to the Shark Tank… https://t.co/TIpZ6ikMX4" createdat="1644408002000" id="1491381373050884100"></div> WRM also executed a 100-hour countdown on social media leading to the launch of the show thereby building intrigue and urgency around the show through content that explained the format and gave a sneak peek of the ‘Sharks.’ <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> From building the sharks through LIVE sessions to promoting the ‘pitchers’ and their unique ideas and explaining A-Z of ‘entrepreneurship’ through curated content, WRM used social media to engage with the show’s fanbase <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> It was only a matter of time post the launch of the show that content creators, brands, and communities were found indulging themselves in viral contexts via episodic content. #SharkTankIndia was trending week after week and everything about it, from the Sharks to their responses, became a palpable part of the popular culture. The daily average of 1M + views on Reel content and positive comments drove a massive increase in followers for SET and SonyLIV’s owned social media platforms. “It has been an incredible experience being a catalyst in disrupting <keyword id="3658" type="General" weightage="100" keywordseo="india" source="Orion">India</keyword>’s TV narrative with SET’s Shark Tank India. Commonly used business-related terms turned into a regular dinner-table conversation at any average Indian household. Entrepreneurs, who were noted for their achievements among professional circles, turned into celebrated faces. These have been the team’s top marketing wins for this season.” shared Shrenik Gandhi, Chief Executive Officer and Co-Founder, White Rivers Media. The switch from fictional drama to the real-life aspirations of change-makers has been a refreshing narrative for the Indian TV-viewing audience with the culmination of the first edition of Shark Tank India.

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