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<ul><li>Covid led to the shutting down of shops and malls and impacted the activations industry severely. Brands that relied heavily on <keyword id="2424844" type="General" weightage="20" keywordseo="btl-marketing" source="Orion">BTL marketing</keyword> suffered.</li><li>However, community management solution <keyword id="6051705" type="General" weightage="100" keywordseo="mygate" source="Orion">MyGate</keyword> has come up with a <keyword id="12242674" type="General" weightage="20" keywordseo="community-engagement-platform" source="Orion">community engagement platform</keyword> that will enable brands communicate with residents of gated communities both digitally and physically. The thought? 'If you can't go to the brand, we will bring the brand to your doorstep,' says <keyword id="12242673" type="General" weightage="20" keywordseo="anish-anthony" source="Orion">Anish Anthony</keyword>, Business Head, CEP, MyGate.</li></ul><br />Last year, as we shut down our doors to the outside world to protect ourselves from the Coronavirus, we also put a stop to an important mode of marketing, which is activations. With malls and shops shut, brands that heavily relied heavily on events and activations had to completely rethink their strategies and re-distribute their marketing spends.<br /><br /> That was when community management solution MyGate came up with a solution to take brands to people’s homes if they could not go out. Last week, the platform formally launched its Community Engagement Platform (CEP) which it says will give brands an opportunity to meaningfully interact with over 3 million homes in 20,000 gated communities.<br /><br /> The platform that was initially founded as a platform to address security issues faced by households and gated communities has now evolved into a marketplace of sorts, one that provides information for other home-related services like pest control, services from carpenters or painter, cleaning services and vehicle management, amongst others. <br /><br /> “In the last 18 months, the platform has become far more engaging than it was before. Initially it was more of a security-oriented platform which has now transformed into a holistic community engagement platform,” explained Anish Anthony, Business Head, CEP, MyGate. “Till 24-36 months ago, people used to interact with MyGate to either send out invites to their guests or to approve or deny entry of delivery boys or their house helps. But we realized that the community needs to be managed in itself. So we came up with offerings for people to lodge complaints, we opened discussions forums and a broadcasting service where any kind of announcement relevant for people in the society could be made. So we came up with multiple ways in which residents could communicate with each other and the management committees could interact with residents,” he added.<br /><br /> Owing to the fact that MyGate already has become a part of people’s lives, it opened an opportunity for the platform to become a bridge between these communities and brands wanting to target these consumers. “We understood we had a great user base on one hand and brands who are interested in interacting with this user base. So we had a lot of discussions with all our discussions where we realized even communities were eager to have these experiences within their premises. So that was the inception of the CEP,” he added.<br /><br /> MyGate will offer brands a few different ways of connecting with people inside these gated communities. Brands will be able to broadcast messages through the communication channel on the platform, which will be a digital engagement. They will also help brands have a physical presence in terms in-society stores &amp; food trucks, door-to-door <keyword id="63005" type="General" weightage="20" keywordseo="sampling" source="Orion">sampling</keyword>, community contests etc. It will also offer a phygital experience to help brands make the most of a combination of a digital and physical experience. <br /><br /> MyGate had launched a pilot for the service in January but it started getting a lot of traction from around April. “Brands are excited about what we are offering is because the entire community <keyword id="1601723" type="General" weightage="20" keywordseo="activation" source="Orion">activation</keyword> piece has a lot of moving parts. You need to get a lot of permissions and approvals which could take between 4-6 weeks. This segment was very fragmented and no national brand could do a pan-India activation on a single day. But we have around 20,000 communities on our platform at any point of time and we can do pan-India campaigns at 200-300 communities at one go. Brands are increasingly wanting to go direct-to-consumers and our platform helps them do just that,” said Anthony.<br /><br />While simplifying the entire process for brands, the platform will also help Resident Welfare Associations earn from the proceeds of the activation, contributing to maintenance expenses of the <keyword id="1775779" type="General" weightage="20" keywordseo="gated-community" source="Orion">gated community</keyword>. It will also help brands target consumers of particular income brackets. "For example, if an uber luxury car brand wants to open a dealership in a particular locality, we can help them reach out to premium societies in that area. So how this helps him is, if he has opened his dealership, we are helping him engage with households near his showroom where the probability of purchase is very high," he explained.<br /><br />  So far, MyGate has worked with around 270 brands. It has its presence in most major cities. On what his vision for the platform is, Anthony said that he wants to bring the best experiential experiences to people to their homes. “Each of my user should be able to experience the very best that every brand has to offer. Our vision therefore is to enable that,” he concluded.<br />

Here’s how MyGate is helping open up the doors of gated communities to brands

<p><span><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><p class="source"><span>Forbes</span></p><p class="caption">Anthony Massaro works at Bill Ackman's Pershing Square Capital Management</p></div><p></p></div></div>Hedge fund guys dominated</span> Forbes' most recent <a href="http://www.forbes.com/30-under-30-2017/finance/#fcdc52c1de44">'30 Under 30' list for finance</a>.</p><p>T<span>here were twelve of them on the 2017 list in total, including Michael Buckley, who works at Stanley Druckenmiller's Duquesne Capital, and Anthony Massaro, who works at Bill Ackman's Pershing Square Capital Management.</span></p><p>The list for finance was chosen by a jury consisting of <span>Sonia Gardner, cofounder of Avenue Capital Group, Thomas H. Lee, founder of Lee Equity Partners, and Jennifer Fan, portfolio manager at Millennium Management</span>. </p><p><span>The acceptance rate to the list is under 4%, <a href="http://www.forbes.com/30-under-30-2017/finance/#fcdc52c1de44">according to Forbes</a>. </span></p><p>The twelve hedge fund staffers who made it to the list were: Anish Abuwala (29), Raja Bobbili (29), Michael Buckley (29), Ben Friedman (29), Dhruv Maheshwari (28), Anthony Massaro (29), Alex Nomitch (29), Daniel Rasmussen (29), Ben Solarz (29), Andy Stafman (29), Colter Van Domelen (29), and Franklin Zhao (29).</p><p>Abuwala, a portfolio manager at Caxton Associates, works with former Joshua Berkowitz, who made his name as a trader working with George Soros. Abuwala started in the hedge fund business at Berkowitz's Woodbine Capital, and moved to Caxton with Berkowitz and other former Woodbine colleagues.  He graduated with a degree in finance and international business from NYU and has worked at Morgan Stanley, Lehman Brothers and BlackRock, <a href="https://www.linkedin.com/in/aabuwala">a</a><span><a href="https://www.linkedin.com/in/aabuwala">ccording to his Linkedin profile</a>.</span></p><p>Bobbili is an investment analyst at Abrams Capital, a <span>Boston-based investment firm founded by David Abrams</span>. <a href="http://www.forbes.com/30-under-30-2017/finance/#fcdc52c1de44">According to Forbes</a>, he manages "one of Wall Street's most concentrated and successful portfiolios." He is a graduate of MIT and Harvard Law School and <a href="http://www.hbs.edu/about/video.aspx?v=0_icvj7pu1">holds a MBA from Harvard Business School</a>.</p><p><div class="KonaFilter image-container display-table float_left"><div><div class="image on-image"><p class="source"><span>HBS</span></p><p class="caption">Raja Bobbili is an investment analyst at Abrams Capital</p></div><p></p></div></div>Buckley is an analyst dealing with global stock investing at investing legend Stanley Druckenmiller's hedge fund Duquesne Capital. He holds a bachelor's degree in applied mathematics from Harvard.</p><p>Friedman is a portfolio manager at CQS, a London-based asset management firm, focused on investing in high-yield and distressed securities. <a href="https://www.linkedin.com/in/ben-friedman-7841641a">According to his Linkedin profile</a>, he was previously a high-yield trader at Bank of America Merrill Lynch. He holds a bachelor's degree in political science from the University of Pennsylvania.</p><p>Maheshwari is a research analyst in the quantitative arm of hedge fund manager Steven Cohen's Point 72 Capital Management, <a href="http://www.forbes.com/30-under-30-2017/finance/#5f3a82631de4">according to Forbes</a>. Previously, he was vice-president at Goldman Sachs Asset Management.</p><p>Massaro is a partner at Bill Ackman's hedge fund Pershing Square Capital Management where he, <a href="http://www.forbes.com/30-under-30-2017/finance/#5f3a82631de4">according to Forbe</a>s, is involved in the firm's investments in Mondelez and Chipotle. <a href="https://www.linkedin.com/in/anthony-massaro-a433b313">According to his Linkedin profile</a>, Massaro previously had a two-year stint with the investment banking division of Goldman Sachs and holds a bachelor's degree in economics, finance and accounting from the University of Pennsylvania.</p><p><div class="KonaFilter image-container display-table float_left"><div><div class="image on-image"><p class="source"><span>Screenshot</span></p></div><p></p></div></div>Nomitch works as a stock trader at Viking Global Investors specializing in energy names, <a href="http://www.forbes.com/30-under-30-2017/finance/#fcdc52c1de44">according to Forbes</a>. Previously, he worked as an investment banker at Goldman Sachs' natural resources division. He is a <a href="http://www.dartmouth.edu/~news/releases/2009/06/13.html">double major in economics and mathematics</a> from Dartmouth College, and graduated with "<span>nine academic citations: five in economics, two in mathematics and one each in computer science and chemistry."</span></p><p>Rasmussen is the founder of <a href="http://verdadcap.com/">Verdad Fund Advisers</a>, a fund that aims to deliver private equity-style returns in the public market.<span> He is the author of "<a href="https://www.amazon.com/American-Uprising-Untold-Americas-Largest/dp/0061995223">American Uprising: The Untold Story of America's Largest Slave Revolt</a>" and holds a bachelor's degree from Harvard and a MBA from Stanford. He previously worked at <span>Bain Capital and Bridgewater Associates.</span></span></p><p><span>Solarz is a principal at $6 billion hedge fund SPO Partners working on "technology, media and communications equities," <a href="http://www.forbes.com/30-under-30-2017/finance/#fcdc52c1de44">according to Forbes</a>. He is a Yale graduate, who went on to work as an analyst in the Yale Investments Office, <a href="https://www.linkedin.com/in/ben-solarz-9877494">before joining Blackstone and then hedge fund Eton Park</a>.</span></p><p><span>Stafman is a partner at Sachem Head Capital Management. He was earlier an associate at Silver Lake Partners, after <a href="https://www.linkedin.com/in/andystafman">graduating from the Wharton Business School with a degree in finance</a>.</span></p><p><span><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><p class="source"><span>LinkedIn</span></p></div><p></p></div></div>Domelen is a partner at Chase Coleman's Tiger Global Management where he oversees technology investments "including billion dollar stakes in Amazon and Priceline," <a href="http://www.forbes.com/30-under-30-2017/finance/#fcdc52c1de44">according to Forbes</a>. He was previously "trained by Mary Meeker while a research analyst at Morgan Stanley," according to Forbes, and he lists Morgan Stanley's famous Mobile Internet Report as a publication on his LinkedIn profile. He is a <a href="https://www.linkedin.com/in/colter-van-domelen-5139a326">Duke University graduate in economics</a>.</span></p><p><span>Zhao is a macro trader at Commonwealth Opportunity Capital. His "winning 2016 trades included a bet on US inflation, Yen rates, Eurozone stress and volatility in the Chinese yuan," <a href="http://www.forbes.com/30-under-30-2017/finance/#fcdc52c1de44">according to Forbes</a>. Previously, he was an <a href="https://www.linkedin.com/in/franklin-zhao-39391b30">options and fixed income trader at Deutsche Bank Securities</a>. He graduated from Harvard majoring in physics.</span></p><h2><span><span><a href="http://www.forbes.com/30-under-30-2017/finance/#17a8c37a1de4">Click here for the Full Forbes 30 Under 30 list</a>.</span></span></h2>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/fed-federal-reserve-raised-rates-janet-yellen-explain-why-2016-12">Watch Yellen explain why the Federal Reserve decides to raise rates</a></h3>        <div>            <div>        <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="9iN245ODE6FzNRBdC0_U12Pgj2-fdpNL" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>        </div>        </div>            </div>

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Here’s how MyGate is helping open up the doors of gated communities to brands

Samarpita Banerjee

Meet the hedge fund stars in their 20s who just made Forbes' '30 Under 30'

Prashanth Perumal

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