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<ul><li><keyword id="468884" type="General" weightage="20" keywordseo="Neeraj-Arora" source="Orion">Neeraj Arora</keyword>, the former chief business officer of <keyword id="790242" type="General" weightage="100" keywordseo="WhatsApp" source="Orion">WhatsApp</keyword> has said that he regrets the sale to Facebook. </li><li>Arora, who helped in negotiations with Facebook says WhatsApp today is a shadow of its earlier versions. </li><li>WhatsApp is currently Meta’s second biggest platform. </li></ul>Popular messaging app WhatsApp was acquired by Mark Zuckerberg-led Facebook (now known as Meta) in 2014 for around $22 billion in cash and stock. The messaging app’s former chief business officer Neeraj Arora who helped in the negotiations now says that he regrets it. Facebook had acquired WhatsApp in a multi-billion dollar deal, making it the biggest acquisition for the company. The acquisition happened around five years after WhatsApp was launched and three years after Arora joined the company. In a series of <a href="https://twitter.com/neerajarora/status/1521964283466113024">tweets</a>, Neeraj Arora talks about the circumstances around the deal and the promises made by Facebook to convince WhatsApp’s founder Brain Acton to sell the app to the social media giant. “In 2014, I was the Chief Business Officer of WhatsApp and I helped negotiate the $22 billion sale to Facebook. Today, I regret it,” Arora said on Twitter. According to Arora, Facebook had approached WhatsApp for acquiring the messaging app in 2012/2013 and the latter had rejected the offer. However, Facebook approached WhatsApp once again in 2014. <cmsannotation type="cmsannotation" annotationid="Promises made by Facebook" comment="subhead" text="Promises made by Facebook">Promises made by Facebook</cmsannotation> Arora claims that Facebook’s offer in 2014 sounded like a partnership due to the promises made by the Zuckerberg led company. <ul><li>Full support for end-to-end encryption. </li><li>No ads. </li><li>Independence on product decisions. </li><li>Board seat for Jan Koum (WhatsApp cofounder and former CEO). </li><li>Office in Mountain View. </li></ul>Arora added that Facebook claimed that it supported WhatsApp’s mission of offering a service without any ads, games or gimmicks. He also added that Facebook had agreed to WhatsApp’s following terms – no mining user data, no ads and no cross-platform tracking. “Of course, that’s not what happened,” says Arora. The final nail in the coffin was the Cambridge Analytica scandal which revealed that personal data of millions of Facebook users was collected by Cambridge Analytica without user consent. Brian Acton had shared a tweet, asking people to delete Facebook. <div type="twitter" handle="brianacton" handlename="Brian Acton" image="http://pbs.twimg.com/profile_images/85157243/acton_normal.jpg" favoritecount="32506" retweetcount="12064" status="It is time. #deletefacebook" createdat="1521586819000" id="976231995846963201"></div> “Today, WhatsApp is Facebook’s second largest platform (even bigger than Instagram or FB Messenger). But it’s a shadow of the product we poured our hearts into, and wanted to build for the world,” says Arora. In an attack on Facebook’s policies around user data, Arora said, “Nobody knew in the beginning that Facebook would become a Frankenstein monster that devoured user data and spat out dirty money. We didn’t either.” Arora is the cofounder of <keyword id="13828131" type="General" weightage="20" keywordseo="HalloApp" source="Orion">HalloApp</keyword>, which has raised funds from Sequoia Capital, Brian Acton, former Facebook board director Jim Breyer and others. HalloApp intends to charge a subscription fee to its subscribers, which is expected to be between $2 to $5 per month. SEE ALSO: <a href="https://www.businessinsider.in/tech/news/elon-musk-called-out-apples-app-store-fee-saying-its-like-having-a-30-tax-on-the-internet/articleshow/91324986.cms">Elon Musk called out Apple's App Store fee, saying it's 'like having a 30% tax on the Internet'</a> <a href="https://www.businessinsider.in/tech/news/facebook-whistleblower-is-optimistic-about-elon-musks-twitter-takeover-and-says-musk-can-take-feedback-better-than-mark-zuckerberg/articleshow/91213942.cms">Facebook whistleblower is optimistic about Elon Musk's Twitter takeover and says Musk can take feedback better than Mark Zuckerberg</a> <a href="https://www.businessinsider.in/stock-market/news/facebook-parent-meta-soars-17-after-q1-results-show-user-growth-recovery-and-mark-zuckerberg-reins-in-metaverse-spending/articleshow/91151852.cms">Facebook parent Meta soars 16% after Q1 results show user growth recovery, and Mark Zuckerberg reins in metaverse spending</a>

Neeraj Arora, former chief business officer of WhatsApp regrets sale to Facebook

In his first interview to the Indian media post his exit, <keyword id="6371777" type="PERSON" weightage="100" keywordseo="Nikesh-Arora">Nikesh Arora</keyword>, the former second-in-command at <keyword id="163404" type="COMPANY" weightage="100" keywordseo="Softbank">SoftBank</keyword> and successor-in-waiting to founder <keyword id="357983" type="PERSON" weightage="20" keywordseo="Masayoshi-Son">Masayoshi Son</keyword> told Times of India in a recent interview that he’s going to keep in touch with startup founders in India. 
 “I spoke to Kunal (Bahl of <keyword id="541988" type="COMPANY" weightage="20" keywordseo="SnapDeal">Snapdeal</keyword>) this morning. I'm going to help all these guys”, Arora was quoted as saying. When asked about SoftBank’s India investments, Arora argues against the perception that his company was spraying money into the Indian market. 
 Arora said most of their investment in Snapdeal was at $1.2-billion valuation, and calls Housing's $100-million cheque a ‘poor judgment’ on their part. “But every investor makes such calls. We are not the only investor in Housing. There are people who have invested at $15-billion valuation in <keyword id="6354742" type="COMPANY" weightage="20" keywordseo="Flipkart">Flipkart</keyword> and now they are trying to raise money at $10 billion. They should be in the same boat as me”, Arora argues. 
 
While remarking that he ‘really likes’ Oyo, and thinks Grofers has an ‘interesting model’, Arora said India will never be a winner-takes-all market, either in e-commerce or in ride-hailing. 
 
When asked about the current scenario with Indian startups, Arora says the ecosystem has gone ahead of itself and he doesn’t see a lot of upcoming companies that will get funded for $100 million, adding promptly that the team will still ‘keep an eye out’ for any opportunities. 
 
<a href="http://economictimes.indiatimes.com/photo/48539924.cms">Image Source</a>

‘I'm going to help all these guys’: Nikesh Arora on SoftBank’s India investments

<ul><li>While many actors and models have entered the advertising world and vanished with time, <keyword id="2058" type="General" weightage="20" keywordseo="malaika-arora" source="Orion">Malaika Arora</keyword> has never left showbiz, setting an example for other women actors in the industry.</li><li>She has had her fair share of ups and downs but reinvented herself into different avatars to stay relevant.</li><li>In an exclusive chat with Advertising and Media Insider, Malaika Arora talks about her recent association with Kapiva, screening process for selecting brands and changing marketing landscape.</li><li>She also takes us back to the early day of her journey in the advertising industry, shares how her mother remember every single ad she has worked in.</li></ul>Malaika Arora, the 48-year-old Bollywood actor, entrepreneur and model, recently bagged yet another brand in her kitty. She is now the face of Ayurveda brand Kapiva and continues to represent a diverse set of brands across categories such as Food &amp; Beverages, Ayurveda, Skincare, Fitness, FMCG, and more. By following her passion and staying ahead of the curve, Malaika has also become an example of breaking age disparity in the industry. With changing times, she has reinvented herself into many new avatars and built a strong social media presence. She has over 14 million followers on Instagram. She posts fashion tips, her fitness regime, offers healthy food advice and also jumps on to trending reels. According to media reports, she has a net worth of $10 million. Malaika was last seen on the silver screen in the 2010 film Dabbang but she never really left the limelight. She continued judging various TV reality shows, recently became an entrepreneur by starting her own wellness brand Sarva and invested an undisclosed amount in Kapiva. In an exclusive chat with Advertising and Media Insider, Malaika Arora talks to us about her recent association, modus operandi behind selecting brands and how has the advertising and marketing industry evolved over the years. <div type="Video" msid="87763034" hostid="261" title="Malaika Arora on choosing brands to endorse and invest in" dataSource="BUSINESSINSIDER" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=87763034"></div> Excerpts: Q. You recently invested in Ayurveda brand Kapiva. Can you tell us what inspired you to associate with this brand and be its ambassador? What is it that you are trying to promote and achieve with your association? Yes, recently I've been associated with Kapiva as a strategic investor and brand ambassador. I think when it comes to Kapiva, firstly, I just like to say that I have been a consumer and a user of the brand for a very long time. So when they approached me with this association, it was a very obvious one, it was a very easy transition. It's not just about Kapiva, it is Ayurveda that I believe in, and the science of Ayurveda. I am the kind of person -- if I have a voice, I need to let people know and I need that voice to be conveyed. It's not just about being a pretty face, I think I've done that long enough. Now, I want to be that voice that people can associate with, can hear. It's amazing, the number of people that actually turn around and tell me the fact that you are consuming something -- that you are endorsing Kapiva, they feel a sense of trust and that we should use it as well. So, I think that's the kind of voice that I want to have. And I just want to be able to reach out to people and tell them Ayurveda, what it does, what it stands for is so beneficial. People don't have too much knowledge about it. So that's what we want to do. We want to make people aware, we will impart that knowledge. And Kapiva has given me that platform to talk about it at length. Q. Can you take us back to the very first advertisement that you worked in and walk us through your journey? I vaguely remember I think I did a fashion editorial. After that editorial, I went on to grace covers of magazines, and then I did quite a few TVCs. I had done some other little things as a kid when I was in school. I worked in one of these amusement parks ads. Q. Can you share a few of your personal favourite ads? Wow. I've had so many. I think back in the day, it was a little less strenuous in the sense that it was not so hectic. Work is hectic at the end of the day. Once you're on set, it's hectic but it was a lot easier -- the whole process. But yeah, I remember my MR Coffee ad or my Wrangler ad. I'd done some biscuits ads, I've done some chips and then a whole lot of things. My mother would be better suited to answer this question. She's the one who has probably kept tabs on all the work that I've done over the years. I tend to forget some of the stuff that I've done. I'm like, 'Oh, my God, I actually did that.' It was a while back. <div type="Youtube" id="VNitbITZESg" title="Malaika Arora. Hero. Scooty ad" thumbUrl="https://i.ytimg.com/vi/VNitbITZESg/mqdefault.jpg"></div> Q. What is your screening process behind selecting your brand deals? You mentioned that you were a Kapiva user before you became its brand ambassador, is that something you follow for other brands too? Do you prefer endorsing products and services that you do use in real life? Well, I won't say I only endorse brands that I use but then I also have to have a synergy with the brand that I'm endorsing. We have to share a similar ethos, mindset, goal in terms of what we want to do and how we want to reach out. There are certain brands that I'm not comfortable endorsing at all because they don't really figure in my scheme of things. There are certain brands that I am completely anti. And there are some brands that I have not tried in terms of as a regular consumer, but I was made aware of or I became aware in the course of time. And I came onboard if I felt it kind of gelled with me. Obviously, I'm not going to be okay about endorsing something that just doesn't fit in my scheme of things. Every time, before we have any discussion about any of the brands that I'm associated with, I always ask whether I need to wear it, whether I need to consume it, whether I need to use it, I need to feel comfortable before actually getting onboard. Q. The marketing and advertising landscape has changed a lot since you started and especially after the emergence of social media. So, what do you think consumers are expecting from brands today? At the end of the day, you've got to connect with a brand. There have to be certain pointers that need to stand out; whether it is marketability, saleability, price point, access to brands, etc. So yes, in today's day and age, suddenly, people are so much more conscious and aware about fitness, wellness. It was always there but there was not so much emphasis. Now the kind of emphasis that is there on fitness, wellness, holistic living, is a lot more and, and because of the pandemic, people are a lot more aware. So products that are in the realm of fitness or wellness have become the need of the hour. So there's a lot of demand for that. Q. What's the one thing you want brands in India to take note of or change? Everybody is talking about sustainability; eco friendly, sustainability, environment friendly, these are things that are need of the hour. And if we don't think in that direction, then our beautiful mother earth is going to suffer. I feel we have lived through a pandemic is probably also because of that, because consumption has hit an all-time high. The whole carbon print has become such a major issue. It was nature's way of resetting and rebalancing the universe. So, you have to respect and love your mother earth and in turn, she will love you back. She will protect you. Q. There's a certain career graph that every actor goes through and there are always ups and downs. You have been evergreen in this industry. So what is your advice to budding actors or content creators? No, I'm gonna negate you over there, I've had my fair share of ups and downs. So I'm extremely grateful. I feel extremely lucky for the opportunities that I've got, and, and the opportunities that I've been able to avail of, but I've had my fair share of ups and downs. At the end of the day, I think what is very important in this business is to stay relevant. And the only way you can stay relevant is if you keep reinventing, you've got to stay abreast, got to understand what your audiences, your consumer, your fan base, what they are expecting. So, I have changed with the times. It's not that I've just changed for the sake of changing, you've also got to keep up with the time. So I tend to do that and of course, there are certain things I'm still understanding and getting used to, but the idea is to stay relevant.

Interview: Malaika Arora on her recent brand associations and thought process behind brand collaborations

<ul><li><keyword id="2058" type="PERSON" weightage="20" keywordseo="Malaika-Arora">Malaika Arora</keyword> recently joined Jennifer Lopez and Alex Rodriguez to invest in Indian yoga startup Sarva. </li><li>Arora is also an investor and Style Editor for retail startup The Label Life. </li><li><keyword id="143" type="CITY" weightage="20" keywordseo="Bollywood">Bollywood</keyword> <keyword id="6412373" type="UNKNOWN" weightage="20" keywordseo="celebrities">celebrities</keyword> like Priyanka Chopra, Deepika Padukone, Ranveer Singh, Hrithik Roshan among others have been investing, collaborating with Indian <keyword id="6362513" type="UNKNOWN" weightage="20" keywordseo="startups">startups</keyword>. </li></ul>Indian startups always had glitz, but now they have glamour too. Bollywood celebrities are lining up to invest in new-age companies. Priyanka Chopra, Deepika Padukone, Ranveer Singh, Hrithik Roshan are some of the many popular investors that startups have attracted. But Malaika Arora has been a part of this club since 2012. This fashionista has been involved with online premium retail startup – The Label Life, which offers high-end clothing, accessories and home decor and also features works of designers like Payal Singhal, Nikhil Thampi, Narendra Kumar, Malini Ramani, among others. Arora made news again earlier in May when she joined global stars like Jennifer Lopez and Alex Rodriguez to invest in an Indian yoga fitness chain startup, Sarva. Investing in passion In an interview with Business Insider, Arora talks about how her investments are linked to things she’s passionate about, and she’s not just ‘another’ investor. Arora was introduced to the startup world in 2012 after she identified it as an opportunity early on. “For me, or for anybody, opportunities are presented to you in life. And, some of them you have to grab with both hands. The kind of business that I am in, it allows me to pursue a whole host of other opportunities as well,” said Arora, referring to her main career as an actor. Arora however admits that when she started her journey with The Label Life, she didn’t have too much knowledge or information on the online industry. “I had no clue about the online space. I liked what was presented to me. Also somewhere you’ve got to follow your gut, assess the potential of the business and go ahead,” said the Bollywood star. Today, The Label Life also has offline retail stores in Mumbai, Delhi, Chandigarh among others. ‘Reflection of me’ Her latest investment has been in Indian yoga startup Sarva, a chain of yoga and fitness studios, which also boasts of pop singer and actor Jennifer Lopez and fiance and baseball legend Alex Rodriguez as co-investors. Sarva, which is building a burgeoning digital community, is currently present in over 91 studios clustering in Delhi, Mumbai and Bengaluru along with other Indian cities. It also recently partnered with OYO Hotel &amp; Homes to set up wellness studios in select properties. Arora’s association with Sarva founder Sarvesh Shashi began with the establishment of the Diva Yoga centres in 2018. “It made me so interested in what Sarva has to offer because it was about something that I already feel connected with, believe in, that is a reflection of me,” she said. Sarva’s move to help yoga and fitness reach out to many more people by introducing digital classes, was another factor that convinced Arora of the partnership. “With Diva Yoga what we are doing is absolute tangible studios. In the digital space, we can connect you with yoga and guided meditation from the comfort of your home at very affordable prices. It seemed like the perfect marriage,” said Arora. Arora has been one of India’s biggest fitness icons, and endorses multiple brands that revolve around health and wellness. But when it comes to her investments, Arora believes it’s an opportunity where she can be more than just a face. “I get a chance to endorse a dime and dozen other things in my life and I do that purely as a face. This goes way beyond just an endorsement,” she said. See Also: <a href="https://www.businessinsider.in/gully-boy-star-ranveer-singh-launches-incink-a-record-label-for-independent-indian-musicians/articleshow/68627830.cms">Bollywood star Ranveer Singh launches an independent record label amid India’s new love for hip-hop</a> <a href="https://www.businessinsider.in/baahubali-star-rana-daggubati-takes-indians-back-to-their-childhood-with-amar-chitra-katha-alive/articleshow/68879483.cms">This Baahubali star has a 10,000 square feet space to experience robotics, maths, and mythology</a>

INTERVIEW: Why Bollywood celeb Malaika Arora doesn’t want to be just a ‘face’ for her startup investments

A mere two years after he left <keyword id="6355629" type="CITY" weightage="60" keywordseo="Google">Google</keyword> for <a href="http://www.businessinsider.in/searchresult.cms?query=SoftBank&amp;sortorder=effectivedate">SoftBank</a>, <a href="http://www.businessinsider.in/searchresult.cms?query=Nikesh+Arora&amp;sortorder=effectivedate">Nikesh Arora</a> has stepped down as the COO of the company. Handpicked by <keyword id="163404" type="COMPANY" weightage="100" keywordseo="Softbank">SoftBank</keyword> CEO <a href="http://www.businessinsider.in/searchresult.cms?query=Masayoshi+Son&amp;sortorder=effectivedate">Masayoshi Son</a> himself, this <a href="http://www.businessinsider.in/searchresult.cms?query=Silicon+Valley&amp;sortorder=effectivedate">Silicon Valley</a> was widely regarded as Son’s successor, and was one of the highest paid man on earth. 
 
Arora's resignation comes a day after SoftBank gave him the clean chit after a special committee reviewed allegations against him, and found no merit. Son is expected to continue as the CEO for the next 5-10 years. 
 
Mr. Arora’s departure comes after a volley of criticism about his lackluster investments, and shareholders campaigning to see him gone, claiming conflict of interest as a major reason, thanks to his role as an adviser to private-equity firm Silver Lake. 
 
Allegations against him: 
In its allegations, New York-based law firm Boies Schiller &amp; Flexner representing SoftBank shareholders claimed he was guilty of a "series of questionable transactions, poor investment performance and conflict of interest." 
 
With SoftBank struggling with slow growth in profit and a huge debt of $80 billion, no wonder Mr. Arora’s appointment as a board member to Sprint soon after joining SoftBank would face criticism. 
 
“Large corporate investments are not based on individuals. SoftBank’s investments would be guided by their idea of the size of the Indian market rather than an individual’s decisions”, Arvind Singhal, Chairman and Managing Director of Technopak says. 
 
His investments: 
Arora has been a strong supporter of the Indian startup ecosystem. Under him, SoftBank pumped over a billion dollars into the country’s startups. Its India investments include the likes of <a href="http://www.businessinsider.in/searchresult.cms?query=Snapdeal&amp;sortorder=effectivedate">Snapdeal</a>, Ola, Grofers, <a href="http://www.businessinsider.in/searchresult.cms?query=OYO+rooms&amp;sortorder=effectivedate">OYO rooms</a> and the troubled <a href="http://www.businessinsider.in/searchresult.cms?query=Housing.com&amp;sortorder=effectivedate">Housing.com</a>. 
 
“With him in place, SoftBank may have looked at India much more aggressively”, Singhal muses. 
 
Mr. Arora’s $208 million paycheck over the last two years made him one of the highest-paid executives in the world. His decision to purchase SoftBank stocks worth over $483 million last year also caused an outcry, calling it an attempt by the company to quieted murmurs about his performance. 
 
“I won’t be looking to invest in this space anymore, but not because of what transpired with the SoftBank portfolio. That space was looking like one with a very large market opportunity and, that ventures operating in it could scale quickly. However, now the consumer internet space is fairly congested. There is no value in investing in a space where every startup has several well funded competitors”, Angad Singh Rikhy, Manager, Dealflow and Partnerships, Unitus Seed Fund says. 
 
When asked if Arora’s investment decisions could be stamped as ‘bad choices’, Rikhy says, “I wouldn’t’ go as far to say that. Every fund and/or angel makes investments that go south, at an average 2 out of 10 funded startups make positive returns. Looking at his portfolio, it was not a complete blunder as people are positioning it. The reality is a lot of the time early-stage investors are not positioned well enough, whether its due to the lack of historical information when dealing with innovative products/services or the fact that most of the data available are projections. We bet on an entrepreneur’s capabilities to pull off certain strategic maneuvers.” 
 Several of Mr. Arora’s investments have been burning cash and losing money. Ola is still up against Uber in an expensive price war, <keyword id="541988" type="COMPANY" weightage="60" keywordseo="SnapDeal">Snapdeal</keyword> is struggling to raise new funds and OYO’s business model is being questioned. 
 
<a href="http://economictimes.indiatimes.com/photo/48539924.cms">Image Source</a>

Nikesh Arora will leave SoftBank - what next?

<ul class="summary-list"><li>Former <keyword id="11896250" type="UNKNOWN" weightage="60" keywordseo="whatsapp" source="Orion">WhatsApp</keyword> exec Neeraj Arora says he regrets that <keyword id="11892960" type="UNKNOWN" weightage="60" keywordseo="facebook" source="Orion">Facebook</keyword> bought the startup.</li><li>WhatsApp insiders have long bemoaned the sale, which they say saw the startup's mission unravel.</li></ul>WhatsApp's early execs have been vocal for years about their disdain for Facebook and what the company did to their startup.And on Thursday, WhatsApp's former chief business officer weighed in.Neeraj Arora joined the startup in 2011 and said on Twitter that he "helped negotiate the $22 billion sale to Facebook. Today, I regret it."The story is well-known that Facebook approached WhatsApp with an offer that Arora said looked like a partnership. One of those promises was WhatsApp leadership would retain "complete independence on product decisions." Others were that Mark Zuckerberg's company would never integrate ads and cross-platform tracking on the app and that it wouldn't mine user data."FB and their management agreed and we thought they believed in our mission," Arora said.But Facebook, WhatsApp execs have said, had other plans.Facebook considered introducing ads to WhatsApp and letting businesses communicate with the app's users, Co-founder Brian Acton told <a href="https://www.forbes.com/sites/parmyolson/2018/09/26/exclusive-whatsapp-cofounder-brian-acton-gives-the-inside-story-on-deletefacebook-and-why-he-left-850-million-behind/?sh=125be16b3f20">Forbes</a> in 2018 shortly after he left. The app does not have ads today. "Today, WhatsApp is Facebook's second largest platform (even bigger than Instagram or FB Messenger,)" Arora tweeted. "But it's a shadow of the product we poured our hearts into, and wanted to build for the world. And I am not the only one who regrets that it became part of Facebook when it did."Arora, who has cofounded a relatively new ad-free social platform called HalloApp, said <keyword id="6358815" type="UNKNOWN" weightage="60" keywordseo="tech" source="Orion">tech</keyword> companies need to take accountability when their products and services go awry."Nobody knew in the beginning that Facebook would become a Frankenstein monster that devoured user data and spat out dirty money," Arora tweeted.Arora left WhatsApp in 2018 shortly after Acton departed the company. Acton famously kicked off a #deletefacebook campaign on Twitter after Facebook's handling of user data amid the Cambridge Analytica scandal came to light."It is time," <a href="https://www.businessinsider.com/whatsapp-cofounder-brian-acton-tweet-time-to-delete-facebook-2018-3">Acton said in an early 2018 tweet</a>, adding the hashtag #DeleteFacebook.

Former WhatsApp exec says he regrets the startup's sale to Facebook because it became a 'shadow of the product we poured our hearts into'

<ul><li>In our latest interview series, we speak to a few CMOs to understand how they are helping out their organisations find the right ways to connect with consumers.</li><li>Sapna Arora, CMO, <keyword id="6360657" type="COMPANY" weightage="20" keywordseo="olx">OLX</keyword> shares with us how her role has changed over the last few months and walks us through the platform's combat strategy for the horrifying second wave of COVID-19. </li></ul> As India reels through a dire second wave of the COVID-19 pandemic, brands are trying to be there for consumers, to help them through these testing times. Till the time the number of positive cases in India declines, it’s not business-as-usual for brands. The overall sentiment of the audience is also grim and brands are trying to be there for consumers in spirit with their consoling marketing campaigns or by donating a part of their CSR budgets. Omni-channel marketplace OLX has altered its marketing approach to be relevant today. It has updated its communication and messaging by focussing on community building and using its platform to amplify pleas on social media. <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> Sapna Arora, CMO, OLX has found her role changing as a marketer and brand custodian. Her mantra has been to be agile, resilient, empathetic, helpful and kind. The horrifying scale of the second wave has made all playbooks on marketing redundant. Last year, CMOs in India focused on shifting their marketing monies from traditional mediums to digital platforms. Now, Arora’s role at OLX has been about helping the brand adjust to the sudden changes in the macro-environment, prepare for the uncertain tomorrow, use communication tools to help out customers and address vaccine hesitancy. Arora further shared with us how the second wave has changed OLX’s priorities, what route should marketers take to and much more. Excerpts: <cmsannotation type="cmsannotation" annotationid="Q. How has your communication changed during what is probably one of the worst calamities we've faced in recent times? What is your B2C communication all about?" text="Q. How has your communication changed during what is probably one of the worst calamities we've faced in recent times? What is your B2C communication all about?">Q. How has your communication changed during what is probably one of the worst calamities we've faced in recent times? What is your B2C communication all about?</cmsannotation> It’s true, an emergency of this magnitude, felt across all nations, and for such a prolonged time, has not been witnessed before, not in the last 100 years. Rare complications are further deepening the crisis. We are moving with caution and with empathy. Our communication has vastly changed. How we collectively arrest the progression of this disease will be the litmus test to our awareness as a society. Our endeavour is to ensure that we remain relevant to our users at all times. We have opened up our social media handles to people seeking help, allowing all users to leverage our large reach and ensure wider sharing of messages. To reach out further, we have started donation drives and have partnered with Give India to provide food to Covid-affected families. Brand messaging now shows our side of care, offering comfort, encouragement and hope, addressing vaccine hesitancy, encouraging masking, sanitising, staying home, staying safe, connecting plasma donors with recipients, warning about fraudsters, and so on. It’s no more just a transactional relationship. We have to be real and relevant and show purpose, that’s what’s expected of leading brands at this time. <cmsannotation type="cmsannotation" annotationid="Q. How has your schedule changed as a CMO during the second wave? What are some of the new tasks that you are doing? Can you draw a comparison between last year's lockdown with this year's?" text="Q. How has your schedule changed as a CMO during the second wave? What are some of the new tasks that you are doing? Can you draw a comparison between last year's lockdown with this year's?">Q. How has your schedule changed as a CMO during the second wave? What are some of the new tasks that you are doing? Can you draw a comparison between last year's lockdown with this year's?</cmsannotation> We don’t know how fast we’ll be able to bounce back from the second wave or what the next normal will be like. The buoyancy that emerged after the first wave was quickly dissipated in the second wave. We need to ensure business continuity, as well as show empathy to consumers, and also within the organisation. There’s no playbook to dip into for response planning. On the business side, among the new tasks, is to offer better content experiences to online consumers, touch more and more digital access points. We had plans that needed to be modified, and that has been the impact on my schedule. The messaging has moved to not just about updating product news, but also to show a higher degree of sensitivity and resilience. Agility, along with mission and purpose, are the reigning marketing principles now. Last year, it was all about digitising, educating people about the virus, hand hygiene, and celebrating frontline heroes. This year, it’s more about reaching out, about vaccines, medicines, oxygen supplies, and offering a helping hand. Affirmative story-telling is at heart of the new reset. Soon after the crisis is sorted, our new tasks would be to think hard about what consumers in the next normal would want. We’ll certainly have to redesign shopping journeys for our consumers, develop adaptive ecosystems, and so on, but as of now, that can wait. <cmsannotation type="cmsannotation" annotationid="Q. As a company, how are you using your advertising tools to help out people?" text="Q. As a company, how are you using your advertising tools to help out people?">Q. As a company, how are you using your advertising tools to help out people?</cmsannotation> The scale and ferocity of the second wave has altered all understood paradigms. There are heart rending stories of loss, and people are talking only about essentials, about conscious consumption. At a time when everything feels impossibly hard, there is a greater need to remain optimistic and to steer hyper-local activations. We are infusing positive content across our digital platforms. Responsible brands are expected to have a wider agenda. While social media is full of all kinds of content on the virus, reliable and trustworthy content is hard to find. We have opened up our social media handles for all Covid related queries, people can post their SOS calls, run enquiries that will help them reach wider audiences due to the vast reach of our brand, and we are helping in food supplies for affected families. We are also running campaigns on public discipline, on all our social media handles. <cmsannotation type="cmsannotation" annotationid="Q. How has your role as a marketer changed?" text="Q. How has your role as a marketer changed?">Q. How has your role as a marketer changed?</cmsannotation> With the constant change that we are all experiencing, like the shift in containment zones, virus mutations, gaps in vaccinations, and so on, our roles, tasks and priorities have also been changing. Stakeholders, consumers and employees are looking at the brand, to know what we stand for, what values we uphold. We need to be realistic in our expectations, our goals, and in our messaging. To gain trust, we need to listen to our communities, employees and customers. We are looking beyond the traditional spaces of marketing, such as advertising and market-driven campaigns, to be relevant to people. We have tweaked our social media content around Covid-related information, encouraging people to vaccinate and to remain masked. <cmsannotation type="cmsannotation" annotationid="Q. What is your goal for this quarter? How have your goals changed due to the second wave?" text="Q. What is your goal for this quarter? How have your goals changed due to the second wave?">Q. What is your goal for this quarter? How have your goals changed due to the second wave?</cmsannotation> We have recalibrated our goals, from being number centric to being centred around how our resources can help communities. The goal presently is revolving around building strong connections with our consumers, fostering emotional togetherness while remaining socially distanced, to suppress virus spread. As a brand, we have come forward, using technology to build cohesive customer experiences. We recognize the human tragedy, and also the need to keep business running. As we understand now, the situation will rise and flare up at different times in different market segments. We will be mindful enough to act accordingly, and will continue to rejig our messaging, to show resilience and empathy. One can’t think in silos, or take an absolute stance amid such volatility. <cmsannotation type="cmsannotation" annotationid="Q. As a leader, how are you trying to be there for your employees?" text="Q. As a leader, how are you trying to be there for your employees?">Q. As a leader, how are you trying to be there for your employees?</cmsannotation> At this time, CMOs need to help their organisations adjust to the new realities. We have moved swiftly to expand our digital operations. The pandemic has deeply impacted the way businesses work. We have to show resilience, adaptability and help each person in the organisation to deal with the change. It’s a volatile situation, people are anxious, jobs need to be saved. We have adopted a people-first approach. Our teams have prioritised physical and emotional well-being of all. <cmsannotation type="cmsannotation" annotationid="Q. No communication or relevant/empathetic communication? Which route should a brand take during difficult times like these?" text="Q. No communication or relevant/empathetic communication? Which route should a brand take during difficult times like these?">Q. No communication or relevant/empathetic communication? Which route should a brand take during difficult times like these?</cmsannotation> In times of crisis, governments, as well as employees and consumers look up to their brands for answers. We have to cut the clutter, come on the front foot, move in the direction of the prevailing collective sentiment. By showing compassion, offering hope and understanding, and delivering relevant and trustworthy messages, brands show purpose, and better connectivity with their consumers. When a brand has reach and voice that can impact lives, the expected course of action is to come forward and help. At OLX, we are mindful of our responsibilities, and are addressing community pain points. Purpose establishes a brand’s culture and strong ethics. It has always been part of top brand cultures of the world. Now it’s playing a central role. <cmsannotation type="cmsannotation" annotationid="Q. What are your areas of focus for now?" text="Q. What are your areas of focus for now?">Q. What are your areas of focus for now?</cmsannotation> Till the time the Covid positivity rate declines, it’s not business-as-usual. We cannot afford to drop the ball. We are updating our messaging, focussing on community building; care is central to the underlying thrust right now. Our messages are helpful and uplifting. Holding each other’s hand, we have to steer a route for recovery.

Affirmative storytelling is at heart of the new reset: Sapna Arora of OLX

<div class="KonaFilter image-container display-table float_right"><div><div class="image on-image">Reuters StaffNikesh Arora.</div></div></div>Nikesh Arora, the president of Japanese internet company SoftBank, will leave the company, <a href="http://www.wsj.com/articles/softbank-president-nikesh-arora-to-step-down-1466506804?tesla=y">The Wall Street Journal reports</a>.Arora is a former Google executive who was hired by SoftBank two years. He's lead an ambitious plan to invest in technology companies around the world.The Wall Street Journal notes that Arora has spent nearly $4 billion of the company's money on technology investments.<a href="http://www.theverge.com/2016/6/21/11986712/tencent-supercell-softbank-majority-stake-acquisition">SoftBank announced on Tuesday</a> that it is selling its majority stake in Supercell, the game developer behind hit game "Clash of Clans."This is a developing story, refresh for updates. <div class="margin-top"> <h3>NOW WATCH: <a href="http://www.businessinsider.com/mount-everest-climbers-snapchat-2016-6">How to Snapchat from over 20,000 feet - as told by the Everest climbers that just did it</a></h3> <div> <div> <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="M0cnl5MzE68yoRV3CnKL49LJ42zOLfZN" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div> </div> </div> </div>

SoftBank president Nikesh Arora is leaving the company

<ul><li>Ex IITian can be the next CEO of <keyword id="790242" type="COMPANY" weightage="20" keywordseo="WhatsApp">WhatsApp</keyword>.</li><li><keyword id="468884" type="PERSON" weightage="20" keywordseo="Neeraj-Arora">Neeraj Arora</keyword> is a ex-googler.</li><li>Neeraj graduated from IIT-Delhi in 2000 and did his MBA from <keyword id="6357275" type="ORGANIZATION" weightage="20" keywordseo="indian-school-of-business">Indian School of Business</keyword> in 2006.</li></ul> Neeraj Arora, a 39 year old IITian may <a href="https://www.ndtv.com/business/meet-neeraj-arora-the-iitian-who-could-be-elevated-to-whatsapp-ceo-1846667" data-type="tilCustomLink">step up</a> to the CEO position at WhatsApp after <keyword id="1983269" type="PERSON" weightage="20" keywordseo="Jan-Koum">Jan Koum</keyword> stepped down earlier this week. The former CEO resigned from the company due to differences with its parent company, <keyword id="6354576" type="UNKNOWN" weightage="20" keywordseo="facebook">Facebook</keyword>. With 1.5 million monthly users, WhatsApp is the biggest mobile messaging service in the world. Also, over 3 million people are actively using WhatsApp Business app. Arora has being associated with WhatsApp for the past seven years, according to his <a href="https://www.linkedin.com/in/neerajarora/">LinkedIn profile</a>. He is the head of “All Things Business” at WhatsApp in the San Francisco Bay area. According to reports, Arora is considered the “number four” person at WhatsApp. This plus his extensive experience of working with some of the top tech companies is why he is being considered for the position. He started his career in 2000 as a product manager with the private cloud sharing and governance platform Accellion Inc. Prior to working with WhatsApp, he served as a board member for Paytm for a period of nearly three years. Arora has also worked with <keyword id="6355629" type="DEFINITION" weightage="20" keywordseo="google">Google</keyword> in the past. He worked as a corporate development manager for nearly three years before being promoted to lead the company's corporate development team where he lead acquisitions and strategic investments across products and geographies. Neeraj is an IIT-Delhi 2000 batch pass-out. After his bachelors in mechanical engineering he completed his MBA in finance and strategy from the <keyword id="3658" type="COUNTRY" weightage="20" keywordseo="India">India</keyword> School of Business in 2006.

WhatsApp may get an Indian CEO following Jan Koum’s exit

New Delhi, Apr 15 () Digital payments major Paytm on Wednesday said it has named Vineet Arora as the managing director and chief executive officer of Paytm General Insurance Ltd. The appointment, which is subject to regulatory approvals, is a step for Paytm to further its journey into the insurance sector with an immediate focus on General Insurance, the company said in a statement. Arora will lead the efforts to provide industry-leading solutions in the general insurance space, where Paytm continues to explore options to enter the sector, it added. "The financial service solutions that Paytm is building for millions in India are relevant globally as well. With Paytm leading the way I believe just like payments, the general insurance industry would also go through a major transformation going forward," Arora said. Previously, Arora served as the managing director and chief executive officer of Aegon Life Insurance Company and was part of the India Leadership team. Before that, he was senior general manager and head Product, Distribution, Marketing and Wealth Management at ICICI Securities Ltd where he built a profitable distribution business across various delivery channels. SR SHWSHW

Paytm General Insurance Ltd names Vineet Arora as MD, CEO

<div class="KonaFilter image-container float_right"><div class="image on-image"><a href="http://www.flickr.com/photos/nrkbeta/3046625684/sizes/o/in/photostream/">Nrkbeta</a>Google SVP Nikesh Arora</div></div>Google is giving three of its executives bonuses this week, <a href="http://www.sec.gov/Archives/edgar/data/1288776/000128877614000026/form8-k502executivebonuses.htm" target="_blank">according to a new SEC filing</a>.
Google SVP and Chief Business Officer Nikesh Arora got the biggest bonus of $3.5 million.
Arora is the highly regarded head of Google's business side; he oversees everything from Chromebooks to advertising. 
Google's chief legal officer David Drummond got a $3 million bonus, as did Google CFO Patrick Pichette.
Just last month, <a href="http://www.businessinsider.com/eric-schmidt-100-million-stock-award-2014-2" target="_parent">Google revealed that its former CEO Eric Schmidt would receive $106 million in bonuses based on the search giant's 2013 performance</a>.

Google Business Chief Nikesh Arora Is Getting A $3.5 Million Bonus

Central Board of Secondary Education announced results of Class 12 today. Two girls, <keyword id="7589498" type="UNKNOWN" weightage="20" keywordseo="hansika-shukla">Hansika Shukla</keyword> of DPS Meerut road Ghaziabad and <keyword id="7589497" type="UNKNOWN" weightage="20" keywordseo="karishma-arora">Karishma Arora</keyword> of SD Public School Muzaffarnagar Uttar Pradesh have secured top position by scoring 499 out of 500. The second spot is shared by three girls: Gaurangi Chawla of Nirmal Ashram school, Rishikesh Aishwarya of Kendriya Vidyalaya, Rai Bareilly and Bhavya of BR SK International Public School Jind Haryana who secured 498 out of 500 marks.The third spot is shared by 18 students. As many as 94,299 students have secured 90% marks in Class 12 examination. The results are available on CBSE’s website.

You Searched For "arora" and got 12 results

Neeraj Arora, former chief business officer of WhatsApp regrets sale to Facebook

Rounak Jain

‘I'm going to help all these guys’: Nikesh Arora on SoftBank’s India investments

Saikat Pyne

Interview: Malaika Arora on her recent brand associations and thought process behind brand collaborations

Karuna Sharma

INTERVIEW: Why Bollywood celeb Malaika Arora doesn’t want to be just a ‘face’ for her startup investments

Sanchita Dash

Nikesh Arora will leave SoftBank - what next?

BI India Bureau

Former WhatsApp exec says he regrets the startup's sale to Facebook because it became a 'shadow of the product we poured our hearts into'

Katie Canales

Affirmative storytelling is at heart of the new reset: Sapna Arora of OLX

Karuna Sharma

SoftBank president Nikesh Arora is leaving the company

James Cook

WhatsApp may get an Indian CEO following Jan Koum’s exit

BI India Bureau

Paytm General Insurance Ltd names Vineet Arora as MD, CEO

PTI

Google Business Chief Nikesh Arora Is Getting A $3.5 Million Bonus

Megan Rose Dickey

Meet the CBSE toppers Hansika Shukla and Karishma Arora

BI India Bureau

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