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Audible, an Amazon.com subsidiary and a provider of premium digital spoken audio content on Monday announced that many of the titles from <keyword id="8441029" type="PERSON" weightage="20" keywordseo="Audible-Suno">Audible Suno</keyword> as well as Audible.in will now be available on <keyword id="2586591" type="PERSON" weightage="20" keywordseo="amazon-echo">Amazon Echo</keyword> and other Alexa built-in devices with simple voice commands. Alexa users in India will now have access to hundreds of hours of audio entertainment in Hindi and English, completely free, with no payment details, advertisements, or sign-up process, the company said in a statement. "With this launch, we not only plan to elevate the experience for our Audible customers, but also intend to introduce our most-loved stories to Alexa users through a handpicked selection of popular audio content," said Shailesh Sawlani, Country Head, Audible India. Launched in last December in India, Audible Suno is a free audio streaming service that gives users unlimited access to hundreds of hours of audio entertainment. Users can say "Alexa, open Audible Suno" or "Alexa, Audible Suno shuru karo", to open the Audible Suno library, consisting of titles like Thriller Factory, Yoddha, Be Stupid with Vir Das, Azaad Awaaz, and many more. Once the skill is opened, listeners can choose from top genres like Romance, Comedy, Thriller or Horror to browse the catalogue and select the story they want to listen. One can also directly listen to stories by top narrators, such as Devdutt Pattanaik, Nawazuddin Siddiqui, Tabu, Anurag Kashyap, Neena Gupta, and several others, by saying, for instance, "Alexa, ask Audible Suno to play a story by Anurag Kashyap", to listen to Thriller Factory.

Amazon Alexa will now allow users to listen to free titles from Audible Suno

<ul><li><keyword id="2518439" type="General" weightage="100" keywordseo="audible" source="Orion">Audible</keyword>'s has launched two new ad films featuring TV actors <keyword id="18851" type="General" weightage="20" keywordseo="nakuul-mehta" source="Orion">Nakuul Mehta</keyword> and <keyword id="993362" type="General" weightage="20" keywordseo="rithvik-dhanjani" source="Orion">Rithvik Dhanjani</keyword>.</li><li>Conceptualized by Audible and executed by Media Monks, the ads will air on over 60 channels across genres.</li></ul>Amazon's Audible has launched two new ad films, featuring TV stars Nakuul Mehta and Rithvik Dhanjani, showcasing the wide and diverse range of audio and spoken word content available on Audible, which listeners can enjoy whenever, wherever they like. Rithvik and Nakuul have lent their voices to two new, already popular free-for-all Audible Originals available on Audible.in. You can listen to Rithvik on Buri Nazar, a seemingly light family drama with a supernatural twist (also featuring the irreplaceable <keyword id="20895" type="General" weightage="20" keywordseo="supriya-pathak" source="Orion">Supriya Pathak</keyword> and <keyword id="1181511" type="General" weightage="20" keywordseo="sayani-gupta" source="Orion">Sayani Gupta</keyword>) and Nakuul on ‘Mine and Yours (Season 2),’ a modern love triangle where he competes with Kubbra Sait’s character for attention from Sayani Gupta’s character. This made them a natural choice for the films. Conceptualized by Audible and executed by Media Monks, the ads will air on over 60 channels across genres like Hindi General Entertainment, Hindi Movies, Hindi and English News, Hindi Music, English lifestyle, English Movies, Infotainment as well as on live sports like the India-New Zealand test match from 3rd to 7th December 2021 and the English Premier League between 27th Nov and 28th December 2021. The first film opens with Rithvik immersed in a rigorous workout, getting his “beast mode on”, listening to epic battle titles available on Audible, including Suno Mahabharat Devdutt Pattanaik ke Saath and Game of Thrones by George R.R. Martin. Nakuul on the other hand is more focused on “working out” his mind by listening to calming and relaxing titles such as Think Like A Monk written by Jay Shetty, A Guide to Stress Free Living written by Om Swami and Deepak Chopra's Mind Body Zone: Living Outside the Box. In the end, we see Rithvik offering Nakuul some easy workout tips. Dodging him, Nakuul quickly switches on Audible’s Sleep Collection and nods off! <div type="Youtube" id="PIojbNqez7I" title="Audible TVC 1 - 35 secs" thumbUrl="https://i.ytimg.com/vi/PIojbNqez7I/mqdefault.jpg"></div> In the second film, Rithvik is seen lamenting over his healthy snack, enviously eyeing a batch of freshly baked cookies that Nakuul has prepared, while enjoying his favourite titles on Audible, like The Alchemist by Paulo Coelho, Harry Potter by J.K. Rowling, Neil Gaiman and Dirk Maggs’s The Sandman, Sherlock Holmes written by <keyword id="229803" type="General" weightage="20" keywordseo="stephen-fry" source="Orion">Stephen Fry</keyword>, Sapiens written by Yuval Noah Harari and Scion of Ikshvaku written by Amish. Rithvik, who is still drooling over the cookies, teases him and says his next listen will be The Hunger Games written by Suzanne Collins on Audible next, and runs off stealing some cookies from Nakuul’s tray!” <div type="Youtube" id="u6235aAp9go" title="Audible TVC 2 - 35 secs" thumbUrl="https://i.ytimg.com/vi/u6235aAp9go/mqdefault.jpg"></div> Both films bring out the crackling chemistry and camaraderie between Rithvik and Nakuul while highlighting their impeccable comic timing. In spite of having diametrically opposite personalities who enjoy completely different activities and audiobooks (which really helps showcase the expansive range of titles available on Audible) their close and playful relationship comes alive on screen, and make the films a pleasure for fans, or really anyone to enjoy! <keyword id="3813194" type="General" weightage="20" keywordseo="Shailesh-Sawlani" source="Orion">Shailesh Sawlani</keyword>, Country Head, Audible India, said, "We recently launched an all-you-can-listen Plus catalogue for our members featuring over 15,000 Audible Originals, audiobooks and podcasts across languages and genres. We also expanded our free selection to include hundreds of Audible Originals and several thousand podcasts; all this in addition to our always-expanding Premium Plus library, featuring over 200,000 titles. Our ad films showcase how we have something for everyone in our diverse slate, including titles featuring household names like Rithvik and Nakuul and other popular talent. We hope that the viewers enjoy our ad films, brought to life by these very talented and spirited actors." Nakuul Mehta said, “Working on these ad films for Audible with my friend Rithvik was just pure fun! I personally really enjoy the audio medium and love how our films capture this very real audio truth - that people with different personalities and choices can still find something to love and bond over on Audible! I recently narrated the second season of the Audible Original 'Mine and Yours' which is available absolutely free for everyone. I hope our audiences enjoy the ad films and our audio shows on Audible as much as we enjoyed making them.” Rithvik Dhanjani said, "I recently recorded an Audible Original show 'Buri Nazar' which truly helped me realize the power of audio. The entire process of working on the show was so exhilarating for me and the great response we have received makes the experience that much sweeter. With these latest ad films, I hope we showcase how effortless and entertaining listening to Audible can be, whenever and wherever you feel like. It was great fun to work with Nakuul on them; it didn't feel like we were shooting at all!”

Audible's new ad films featuring Nakuul Mehta and Rithvik Dhanjani, showcases the diverse range of content available on the platform

Amazon India on Friday announced that its smart assistant Alexa that completed one year of its existence is now available on both Android and iOS smartphones in the country. The customers can now interact with Alexa in Hindi using the Alexa app on their mobile devices. "In an effort to make Alexa in Hindi more useful for customers, we have added over 60 new features in the past year. These include improvements such as asking Alexa to whisper, adjust how fast or slow she speaks, and new experiences such as asking Alexa for health-related information, Hindi definitions of words in English, Audible Suno and so on," Puneesh Kumar, Country Leader for Alexa, Amazon India, told IANS. Many users are also purchasing Amazon Echo devices for their parents as they are more comfortable to speak to the devices in Hindi. "We will continue to make Alexa interactions in Hindi even more seamless and conversational. It is still Day 1," Kumar added. Amazon has also added six new Alexa original songs and poems, along with 20 new stories in Hindi. Alexa now has a special message for all users in India. Just ask "Alexa, hamari dosti par poem sunao". Alexa can now understand 50 different ways to play a particular song in Hindi. The Alexa Speech Science team has used the latest advances in deep neural networks, multi-dialect training, and semi-supervised learning to reduce Automatic Speech Recognition (ASR) errors by more than 40 per cent since the launch of Hindi last year. The company said that Alexa is now equipped with hundreds of new words from the Hindi vocabulary, and is also able to understand different ways in which customers can ask for the same information. "Users of the Alexa in Hindi have a unique taste in music. In addition to asking for Bollywood music, they are most likely to ask for devotional and spiritual songs. We also noticed increased requests for songs related to festive occasions such as Raksha Bandhan songs or Chhath Puja," Kumar told IANS. At the launch last year, Amazon had over 500 Hindi skills. Today, it has over 1,000 Hindi Skills, including Audible Suno, Ramayan Katha, Devotional Stories by Hungama, Shilpa Shetty Yoga, Jungle Safari, Kabir's Dohe, Rekhta, Hindi Jokes and so on. Alexa in Hindi can be experienced on the entire Amazon Echo range of smart speakers, Alexa built-in devices by other brands, the company said. SEE ALSO: <a href="https://www.businessinsider.in/sports/news/dailyhunt-app-founders-confirm-ipl-2020-associate-sponsorship/articleshow/78169667.cms">EXCLUSIVE: Dailyhunt founders confirm IPL 2020 associate sponsorship — promise new release for Josh ahead of India’s biggest cricket tournament</a> <a href="https://www.businessinsider.in/stock-market/markets/news/hcl-tech-enters-the-list-of-top-10-most-valued-companies-in-india/articleshow/78165311.cms">HCL Tech enters the list of top 10 most valued companies in India</a> <a href="https://www.businessinsider.in/science/space/news/first-intact-planet-found-circling-a-dead-star-this-jupiter-sized-anomaly-is-in-orbit-rather-than-being-pulled-apart-at-the-seams/articleshow/78166938.cms">First 'intact' planet found circling a dead star — this Jupiter-sized anomaly is in orbit rather than being pulled apart at the seams</a>

Amazon Alexa in Hindi comes to smartphones in India as it turns one

<ul><li><keyword id="2540701" type="PERSON" weightage="20" keywordseo="Influencer-marketing">Influencer marketing</keyword> has been on the rise for the past few years.</li><li>However, it has also seen its fair share of scandals.</li><li><keyword id="8881976" type="COMPANY" weightage="20" keywordseo="rikki-agarwal">Rikki Agarwal</keyword>, Co-Founder of <keyword id="3044210" type="COMPANY" weightage="20" keywordseo="Blink-Digital">Blink Digital</keyword> tells us how marketers can make the most out of investing on influencer marketing. </li></ul> The last few years have seen a steady increase in brands’ reliance on influencers, and with it there has been an increase in investments in the influencer universe. The year 2020 saw most of us being stuck at our homes which led to us spending more time on various social media platforms. This further gave a boost to influencer marketing and many brands turned to both micro and macro influencers to reach out to their target audiences. However, influencer marketing also comes with its fair share of cons. In August this year, rapper Badshah made headlines for having bought fake views for his video 'Pagal'. He is said to have paid Rs 75 lakh for around 75 million views on his video on YouTube. A report by cybersecurity company CHEQ, in conjunction with the University of Baltimore economics department had stated that influencer fraud will cost advertisers $1.3 billion globally. So how do advertisers interested in investing on influencers make the right moves? What are a few things they should take cognizance of while spending money on influencer marketing? And how do they make sure they don’t fall prey to this increasing influencer fraud? We asked a few of these questions to Rikki Agarwal, Co-Founder of Blink Digital. Blink Digital is a digital marketing agency that has worked with brands like KFC, Cadbury, ICICI, Amazon, Audi, One Plus among others and has also worked with influencers. Agarwal walked us through the influencer ecosystem, gave us a sense of some of the issues in the industry and how brands can be careful while putting in their monies on influencers. Excerpts: Q) While influencer marketing has been witnessing a boom in the last few years, brands have voiced their concerns about a lot of things like influencers having <keyword id="1440812" type="PERSON" weightage="20" keywordseo="fake-followers">fake followers</keyword>. What according to you are the risks involved with influencer marketing? While influencer marketing has existed since the 18th century, influencer marketing has seen an unprecedented growth in the last. In an age where we are more online than offline, this segment of marketing becomes very lucrative for brands. In 2020, the entire marketing industry has seen a shift as brands quickly pivoted and strategized the way they are reaching out to people. As a digital marketing agency that does a lot of work in the influencer marketing segment, we are wary of the following things when we are considering influencer engagements for our clients. The first and foremost foundational factor is the brand fitment with an influencer. It is the agency’s role to understand the brand ethos, ideology and what they mean to their customers when they’re looking at associating with influencers. This is where a lot of brands and agencies go wrong because you feel like here’s a list of the top 20 influencers that are currently popular on social media so let’s go ahead the mass approach way. Due to this, we see promotions and associations that don’t truly feel organic a lot of times. For instance, Blink Digital did the launch of Audible Suno for which we associated with social media influencers like <keyword id="6837344" type="PERSON" weightage="20" keywordseo="Awez-Darbar">Awez Darbar</keyword>, Manav Chhabra, <keyword id="8196596" type="PERSON" weightage="20" keywordseo="Nagma-Mirajkar">Nagma Mirajkar</keyword> and a few others which helped the brand to connect with the right audiences. The essence is to not follow merely engagement or follower base but also the customized brand fitment basis the campaign and objectives. Measurability and transparency: While brands tend to flock to the influencers with the most followers, it is also imperative to find more transparency in the entire influencer marketing segment. From the problem of fake followers, low engagement rates to being able to understand the true impact of a campaign/brand’s association, we need to adopt the role of technology in bringing more measurability. At Blink, we believe that the internet cannot be stopped. The things that were inaccessible to most of us 10 years ago, is now a click away and that’s because of the internet. We need to leverage that access to create more impactful campaigns and associations for brands. Additionally, another risk associated with influencer marketing is the unpredictability of scandals. Consider the Tiger Woods scandal from the 2000s, brands that were associated with him lost approximately $12bn as his personal life took a toll on the stocks of these companies. This is an unreliable space that brands and agencies need to be cautious as well as well prepared for it. Q) Are influencer platforms soft targets for cybersecurity crimes? While influencer platforms haven’t traditionally been the victims of cybersecurity crimes, it is important to point the rise of trolls and cyberbullying that pretty much all influencers face. In a climate where ads are being rescinded due to online pressures, or content creators are being called out for problematic behaviour, it is safer to look at a campaign or an association from multiple lenses and layers of scrutiny to ensure the smooth execution. Q) There has been an increase in the number of fake influencers on social media platforms. How do brands ensure they don't fall prey to such influencers? India has over 600 million people connected to the internet. So, the opportunities as well as challenges in the Indian influencer space are immense. Consider the recent fake follower fiasco of a very popular Indian rapper or just the sheer number of fake followers that are clogged up into the follower base of influencers — deriving that impact becomes even more complex for us agencies and brands. Fake followers aren’t only unethical, it also creates a difficult situation for brands who trust influencers with their campaigns and product marketing. One can spot fake followers by visiting their follower list, checking the type of accounts that follow the influencer, among a variety other ways. Often, a fake/bot account has no display picture or have a number heavy username. The same can also be figured via monitoring the account activity of an influencer. Genuine influencers tend to have a relatively steady growth in their follower and engagement numbers. The rate of their growth or their engagement will not spike abruptly. There are also several free and paid services on the internet that provide a realistic picture of what’s really going on behind the curtain with influencer accounts. At Blink, we use social media listening tools to ensure that our clients collaborate with the right kind of influencer for the campaigns. Q) How does a brand measure the success of an influencer campaign? The underlying goal for any brand lies in sales. However, sales shouldn’t be the first goal that one should set with an influencer because a consumer requires an average of 6-8 touches/touch points to get acclimatized to a brand. While sales should be the long-term goal of influencer marketing, it is important to keep the following factors in mind while working with an influencer at the onset of a campaign: • Visibility of the brand • Tonality, reception of the brand in the influencer’s content context • Quantifiable aspects like likes, engagements, types of comments, referral links and sudden spikes of traffic to the brand’s social media and website. The rationale of initiating an influencer marketing campaign should always be long-term (like what Lays has done in the recent years) so that people’s perceptions about the brand eventually alters to become more affable. Q) What are a few things influencers should keep in mind while working on brand campaigns? A few things that influencers should keep in mind while working on brand campaigns are – • Influencers need to be cognizant about their own audience demographics&amp; ethos while collaborating with brand • Understand the brand fitment between their content &amp; brands requirements purpose, whether it is in alignment with the brand ethos • They must read about brands previous campaigns, how they are perceived in market &amp; check if they have had any backlash in past • Should research on how best they can prove ROI with their content &amp; make the collaboration look natural • Make sure their scope of work &amp; expectation of brand association are in alignment Q) What a few influencer marketing trends to look out for in 2021? Few influencer marketing trends to look out for in 2021 would be: Increase in the demand of micro-influencers: Companies are slowly incorporating micro-influencers in their ambit of marketing and things will change even more drastically in 2021. The micro-influencer segment is proving to be quite efficient in helping brands find a foothold in their respective markets. They've perfect targeting, authenticity and help increase the ROI in a much more impactful manner. Performance Marketing is going to rule: The concept of performance-based influencer marketing is new and is at a rise. While the influencers don’t seem to be in favour of these deals, they may not have the option but to listen to what astute brands have to say. Specialized Influencers: Big influencers cater to a variety of niches, which can make it difficult for businesses to get the expected results. However, we already see influencers becoming more specialized. More Real Content: The new influencer marketing trend is to create authentic content for each brand that they collaborate with, that keeps users engaged without looking too filmy or sponsored to the viewers. Q) What are the new metrics by which brands measure the success of influencer campaigns? Blink digital measures the success of the influencer campaigns done for brand with help of following metrics - • Total impressions • Number of clicks to landing page • Average engagement rate of campaign • Conversions to customers • Amount of user-generated content created • Revenue Q) How can brands make the most out of the rising trend of micro influencers? Brands are moving towards micro-influencers &amp; we will continue to see a rise in the coming years. Authenticity and reliability are more important than popularity now. 92% of customers trust a micro-influencer more than a traditional ad or an endorsement from celebs &amp; over 82% of consumers are likely to buy something that has been recommended by the micro-influencer. By associating with micro-influencers brands can connect with their existing and their target audience by making most out of their micro influencers reach.

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Amazon Alexa will now allow users to listen to free titles from Audible Suno

IANS

Audible's new ad films featuring Nakuul Mehta and Rithvik Dhanjani, showcases the diverse range of content available on the platform

BI India Partner

Amazon Alexa in Hindi comes to smartphones in India as it turns one

IANS

What brands should keep in mind while investing on Influencer Marketing

Samarpita Banerjee

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