Best printers for Home

Best Mixer Grinder

Best wired Earphones

Best 43 Inch TV in India

Best Wi Fi Routers

Best Home Theatre in India

Smart Watch under 5000

Best Laptops for Education

Best Laptop for Students

<ul><li><keyword id="10512719" type="COMPANY" weightage="20" keywordseo="the-mx-takatak-creator-fund">The MX TakaTak Creator Fund</keyword> will be open for all Indian citizens and those creators who consistently post original videos or have unique ideas for content across various categories.</li><li>The creators will receive regular rewards for their content based on various performance criteria.</li></ul><keyword id="9555198" type="UNKNOWN" weightage="20" keywordseo="MX-TakaTak">MX TakaTak</keyword> has announced a new initiative for creators - the MX TakaTak Creator Fund to encourage India’s talented and innovative set of established and emerging creators to create engaging, impactful and inspiring content on the platform. The fund will deploy INR 1 billion (Rs. 100 crore) for creators. In a promise to support its existing creators as well as to encourage new creators with impactful content ideas, the fund is meant to help them use their creativity to build an exciting career. The MX TakaTak Creator Fund will support creators of all sizes and backgrounds, rewarding the passion and creativity they put into inspiring, engaging and entertaining the community on MX TakaTak. The MX TakaTak Creator Fund will be open for all Indian citizens and those creators who consistently post original videos or have unique ideas for content across various categories such as education, tech, sports, art, entertainment, fashion and makeup, travel &amp; photography etc. Once selected in the MX TakaTak Creator Fund, the creators will receive regular rewards for their content based on various performance criteria such as uniqueness of their content, authenticity, views, engagement, followers etc. In addition, a select few aspiring creators with story ideas that make a social impact will receive a start-up fund to support the start of their journey on MX TakaTak. Speaking about this development, <keyword id="10512721" type="PERSON" weightage="20" keywordseo="karan-bedi-ceo">Karan Bedi - CEO</keyword>, <keyword id="2214311" type="PERSON" weightage="20" keywordseo="Mx-player">MX Player</keyword> said, “The MX TakaTak Creator Fund is a way to give back to millions of people who bring their ideas into videos as well as to inspire other digital enthusiasts. Millions of users upload videos daily on the MX TakaTak App. We were thrilled to see the amount of creativity and hard work that our users put into bringing their dreams alive and into a video. We hope that the creator fund will not only reward them but also inspire them to continue creating impactful content, build an inspiring digital career, and help give back to the society that we all benefit from.” He further added saying, “The short format video ecosystem is fast evolving and we’re delighted to have emerged as the market leaders in this category. Home to 70Mn Monthly Active Users and with over 10 Mn unique content creators, we are the preferred platform of choice for both the users and creators; we aim to further scale this in the new year.” Through the MX TakaTak Creator Fund, creators will realize additional earnings to remain committed and connected to their audience, thereby creating great quality content.

Short format video app MX TakaTak is launching a Rs 100 Crore fund to help creators build an alternative career

Mohalla Tech, the parent company of homegrown social media apps <keyword id="8678883" type="General" weightage="20" keywordseo="moj" source="Orion">Moj</keyword> and <a href="https://www.businessinsider.in/advertising/media/article/bharat-users-are-as-affluent-and-digitally-savvy-as-india-users-sharechat-and-groupm-report/articleshow/89154657.cms" data-type="tilCustomLink">ShareChat</a>, is acquiring Times Internet-owned short-video platform <a href="https://www.businessinsider.in/tech/news/india-predicted-to-have-650-million-short-form-video-users-by-2025/articleshow/86792986.cms" data-type="tilCustomLink">MX TakaTak</a> for nearly $600 million (about Rs 4,500 crore), sources said here on Thursday. In 2021, Mohalla Tech cumulatively raised $913 million, at a valuation of $3.7 billion. The acquisition, sources close to the development told IANS, will further bolster <keyword id="3358959" type="General" weightage="20" keywordseo="sharechat" source="Orion">ShareChat</keyword>'s short-video market share through the platform Moj. When contacted, the companies declined to immediately comment on the development. Moj and ShareChat together have a 340 million-strong user community, while <keyword id="9555198" type="General" weightage="20" keywordseo="mx-takatak" source="Orion">MX TakaTak</keyword> has nearly 150 million monthly active users (MAUs). Founded in 2015, Mohalla Tech has raised over $1.177 billion across eight fundraising rounds to date. Moj currently has an average user time spent of 34 minutes every day, scoring over 4.5 billion views daily. ShareChat is positioned uniquely with an average user time spent of 31 minutes daily. Since January this year, the company has grown to over 2,000 employees and added several new features as it focuses on building its products to be the leader in the Indian short video and social media space. In December, Mohalla Tech raised $266 million as part of its Series G round. "Both our products (Moj and ShareChat) have been leading the market with the highest monthly active user base, a very active creator set and amazing new partnerships to delight our community. This fresh funding will further strengthen our position," said Ankush Sachdeva, CEO and Co-founder, Moj and ShareChat. After the ban on TikTok and other Chinese short-video making apps, the advertisement revenue from Indian short-form space has been growing at a rapid pace and tripled in just six months. According to a latest report by homegrown consulting firm RedSeer Consulting, short-form content has grown 1.37 times in terms of monthly active user (MAU) and 1.1 times in terms of daily active users from June 2020 when Chinese app TikTok was banned in India. The monthly active users of the short-form segment in the country are expected to grow more than two times to reach 650 million users by 2025, clocking the second spot after television. This significant growth is largely expected to be driven by the new 300 million Internet users that will be added by 2025. "Both Josh and Moj apps have seen a good jump in user and creator net promoter score (NPS) largely driven by users seeing more personalisation, fresher and more filtered content, and creators having access to new tools, increased reach and more collaboration opportunities," said the report.

ShareChat to acquire short video platform MX TakaTak for around ₹4,500 crore

<ul><li>Latest data from Bain &amp; Company predicts India’s short form video market to reach 650 million users by 2025.</li><li>Short form videos became popular last year with TikTok and in 2020 alone, more than 200 million Indians watched SFVs at least once.</li><li>At present, there are more than 200 million SFV users in India.</li></ul>Short form videos are everywhere. From Instagram to YouTube and Facebook, the explosion is no secret and it’s very likely to grow even more in coming years. Popularised by TikTok, the short form videos gave birth to many similar platforms and even got added as a feature on almost every popular social media app, in fact, <a href="https://www.businessinsider.in/tech/apps/news/instagram-on-its-way-to-becoming-a-video-and-entertainment-platform-adam-mosseri/articleshow/84017343.cms">Instagram is on its way to becoming a video and entertainment platform</a> with Reels - its version of short video - in focus. The biggest players including Google and Facebook are banking on short form videos in India. The market is predicted to grow to 650 million users by 2025, according to a new report by Bain &amp; Company. In the report titled “India Online Videos - The Long and Short of It”, Bain &amp; Company analysed the growth of short form videos in India, who are the key players and what does the future look like. Short form videos or SFV are categorised as videos with a duration of 15 seconds to 2 minutes. It’s safe to say that the pandemic has increased content consumption and SFV is one of the most successful byproducts of it. In India, the SFV user base grew 3.5 times and 12 times in total time spent by all users over the past two years. In 2020 alone, more than 200 million Indians watched SFVs at least once. And active users spent up to 45 minutes a day only on SFV platforms. There was a 60% increase in consumption of SFV during the lockdown period (April-June) as compared to January-March the same year. At present, there are more than 200 million SFV users in India. India’s SFV user base has mostly been men (70%-75%) from tier 2 cities and smaller towns while women take up 25%-30%. In terms of age group, most of the users are below 25 years of age with 20%-25% between 25 and 35 years of age. <div type="image" title="demographics" msid="86793580" hostid="261" caption="&amp;lt;p&amp;gt;Demographics of SFV users in India.&amp;lt;/p&amp;gt;"></div> <cmsannotation type="cmsannotation" annotationid="The key SFV players" comment="subhead" text="The key SFV players">The key SFV players</cmsannotation> TikTok is attributed as the leader in SFV in India with 200 million users and 20 million content creators posting at least one video a month. The ban led to multiple clones and now there are more than 50 million users who have created and posted at least one video. The top five players in the market are <a href="https://www.businessinsider.in/tech/apps/news/mx-takatak-instagram-josh-moj-and-snapchat-are-most-downloaded-social-and-entertainment-apps-in-india-as-per-app-annie/articleshow/86003516.cms" data-type="tilCustomLink">Moj</a>, <keyword id="9555198" type="General" weightage="20" keywordseo="mx-takatak" source="Orion">MX TakaTak</keyword>, <keyword id="6393600" type="General" weightage="20" keywordseo="josh" source="Orion">Josh</keyword>, Roposo and Zili, contributing 85% of the total user base in SFV. <div type="image" title="top five players" msid="86793368" hostid="261" caption="&amp;lt;p&amp;gt;Growth of top five SFV players in India.&amp;lt;/p&amp;gt;"></div> <keyword id="8678883" type="General" weightage="20" keywordseo="moj" source="Orion">Moj</keyword> is leading with the highest daily active users among the Indian SFV players. Bain also highlighted that other than having a large engaged user base these companies are also well-funded. ShareChat’s Moj for example has raised $1,203 million in funding and its key investors are China’s Tencent, Twitter, Tiger, Temasek and Snap. It has over 150 million downloads, 10-15 million creators, 17 minutes of average daily usage. Tencent is a key investor for MX TakaTak as well along with Times Group. This app has over 200 million downloads with 9-12 million creators and 17 average daily minutes. Dailyhunt’s Josh and Glance’s Roposo have over 150 million and 100 million downloads, respectively, and investors like Google, Microsoft and InMobi. An interesting player here is Xiaomi’s Zili that comes pre-installed on Xiaomi smartphones. It has over 100 million downloads. <cmsannotation type="cmsannotation" annotationid="Micro influencers and aspiring creators" comment="subhead" text="Micro influencers and aspiring creators">Micro influencers and aspiring creators</cmsannotation> The SFV platforms are giving rise to micro-influencers and aspiring creators coming from metros to tier 3 cities. This group of creators with followers between 10,000 and 100,000, take up 75% to 80% of the total creator base in SFV platforms. Creators are also not engaged in only one platform but have their presence on multiple platforms. Recently, Instagram <a href="https://www.businessinsider.in/tech/news/instagram-launches-education-programme-for-creators-in-india-to-learn-earn-and-build-communities/articleshow/86642903.cms">announced</a> its largest creator education and enablement programme in India. The programme will be free for all, and it will provide access to live masterclasses from experts in the field, the latest product updates and trends, and options to unlock monetary opportunities. There are at least three SFV apps installed per user with one go-to app for most content. Over 100 videos are scrolled by a user and out of which 1 in 3 videos are watched in full. The average user spends 4-5 minutes per visit which is 4-5 visits a day. And 1 in 2 videos watched is either in Hindi or Tamil. <cmsannotation type="cmsannotation" annotationid="There’s still room for growth" comment="subhead" text="There’s still room for growth">There’s still room for growth</cmsannotation> India is said to have the potential to beat the frontrunner China. With cheap internet data, easy-to-use platforms and vernacular language, the SFV market is only set to boost in India. Bain &amp; Company predicts that by 2025 three in four internet users or 600 million to 650 million Indians will consume such videos with an average user spending 55 to 60 minutes per day on these platforms. The total time spent on short videos is also predicted to reach 80-90 billion hours from 12 billion hours. Despite a booming market, Bain &amp; Company says the SFV market in India is still in a nascent stage. Highlighting five major trends curated content and social-led engagement, monetisation, innovations to onboard the next wave of users, emergence of a robust creator ecosystem, and niche platforms within larger SFV ecosystems. India is also expected to follow the footsteps of one of the top SFV markets - China or the US. China has two top SFV players - Douyin and Kuaishou, and multiple small platforms. The US on the other hand has its SFV market spread across multiple platforms like social media, long form video (YouTube) and TikTok (standalone SFV). SEE ALSO: <a href="https://www.businessinsider.in/tech/news/realme-pad-review-delivers-what-it-promises/articleshow/86783511.cms" data-type="tilCustomLink">Realme Pad Review: Delivers what it promises</a> <a href="https://www.businessinsider.in/tech/news/asus-vivobook-k15-review-well-rounded-impressive-for-the-price/articleshow/86756292.cms" data-type="tilCustomLink">Asus VivoBook K15 review: Well rounded, impressive for the price</a>

Analysts predict India’s short form video market to have 650 million users by 2025

<ul><li>The Series I round included new investors like Siguler Guff, Baillie Gifford and others.</li><li>The company claims to have doubled its valuation since February 2021.</li><li>It claims to have raised a total of $650 million in the first half of 2021.</li></ul><keyword id="2519202" type="PERSON" weightage="20" keywordseo="Verse-Innovation">VerSe Innovation</keyword>, the parent company of content aggregator unicorn <keyword id="2995316" type="PERSON" weightage="20" keywordseo="dailyhunt">Dailyhunt</keyword> and short video app <keyword id="6393600" type="PERSON" weightage="20" keywordseo="Josh">Josh</keyword>, has raised $450 million from both new and existing investors. The Series I round included new investors like Siguler Guff, Baillie Gifford, affiliates of Carlyle Asia Partners Growth II and others. Besides this, existing investors Sofina Group, Qatar Investment Authority and BCap also participated in the round. Avendus Capital was the exclusive financial advisor to VerSe Innovation on the transaction. The company claims to have doubled its valuation compared to February 2021. Prior to this, the company had <a href="https://www.businessinsider.in/business/startups/news/dailyhunt-josh-raises-100-million-from-qatar-investment-authority-just-two-months-after-google-and-microsoft-made-it-a-unicorn/articleshow/80744070.cms">raised </a>$200 million, between December 2020 and February 2021, from Alpha Wave Ventures, Glade Brook Capital Partners, <keyword id="6355629" type="DEFINITION" weightage="20" keywordseo="google">Google</keyword>, Microsoft and QIA. With this latest funding round, VerSe innovation has now raised about $650 million in the first half of 2021. The company says that it will use this funding to further develop its AI/machine learning (ML) and data science capabilities to strengthen its position across all user retention and engagement metrics. In addition, it will be looking to further incorporate monetisation tools like e-commerce and live streaming to support the 50 million local content creators. The company claims to have over 80 billion video plays per month. VerSe Innovation claims that content aggregator Dailyhunt has over 300 million monthly active users (MAU), who watch content in 14 languages from a licenced creator ecosystem of over 100,000 content partners and individual content creators. Short video platform Josh, which was launched in 2020 post the TikTok ban, has over 115 million MAUs and 56 million daily active users. It competes with other platforms like Moj, MX TakaTak and other new players in the segment that came into existence post the Chinese app ban of June 2020. SEE ALSO <a href="https://www.businessinsider.in/business/ecommerce/news/swiggy-reports-nearly-three-fold-increase-in-annual-revenue-in-neck-and-neck-race-with-zomato/articleshow/85233393.cms">Swiggy reports nearly three-fold increase in annual revenue, in neck and neck race with Zomato</a> <a href="https://www.businessinsider.in/business/ecommerce/news/swiggy-reports-nearly-three-fold-increase-in-annual-revenue-in-neck-and-neck-race-with-zomato/articleshow/85233393.cms"></a><a href="https://www.businessinsider.in/careers/news/lenskart-aims-to-hire-over-2000-employees-to-ramp-up-its-operations/articleshow/85235059.cms">Lenskart aims to hire over 2000 employees to ramp up its operations</a> <a href="https://www.businessinsider.in/careers/news/lenskart-aims-to-hire-over-2000-employees-to-ramp-up-its-operations/articleshow/85235059.cms"></a><a href="https://www.businessinsider.in/tech/mobile/news/samsung-may-dominate-the-foldable-smartphone-market-with-88-share-says-report/articleshow/85091203.cms">Samsung may dominate the foldable smartphone market with 88% share, says report</a>

Dailyhunt, Josh parent VerSe Innovation raises over $450 million, doubles valuation

<ul><li><keyword id="132652" type="General" weightage="100" keywordseo="cleartrip" source="Orion">Cleartrip</keyword> to increase its workforce to 700 employees, a three-fold increase from October last year.</li><li>Earlier this quarter, the <keyword id="7254678" type="General" weightage="20" keywordseo="travel-aggregator" source="Orion">travel aggregator</keyword> had increased its workforce by 60%.</li><li>The hiring will be done in technology and product teams and across various destinations in India.</li></ul>Cleartrip, a Bengaluru-based travel aggregator website, is looking forward to ramping up its workforce by 400 employees by December 2022. Hiring of 400 employees will take the workforce to a total of 700 employees, a three-fold increase from 240 employees in October 2021. The hiring will be done in technology and product teams and across various destinations in India — Goa, Karnataka, Kerala, Tamil Nadu, Maharashtra, Gujarat, Jammu and Kashmir, Himachal Pradesh, West Bengal, Madhya Pradesh, Rajasthan and Punjab. Earlier this quarter, the travel aggregator had increased its workforce by 60%. Large number of hiring was dedicated towards its plans to scale up its hotel category business. When asked about the reason behind this massive hiring spree, Ayyappan Rajagopal, chief executive officer (CEO) of Cleartrip said, “Cleartrip is actively hiring for their upcoming tech park in Chennai where all the technology-related backhand work will be handled so that we can reach the target of 400 employees by the end of this year.” He further said, “By hiring top talent from the industry across levels, we are infusing fresh energy and ideas into our teams, setting us up for success. As we move forward in 2022, one of our key goals this year is to bring more offerings, scale up our existing verticals to bring more digitally-enabled travel experiences for our customers to boost their confidence while travelling during what has been a difficult time.” The announcement comes after Cleartrip’s acquisition by the Flipkart Group, part of US-based Walmart Group, which has accelerated the brand’s growth strategy to make an end-to-end travel app for the company by the end of 2022. In 2021, e-commerce giant Flipkart had <a href="https://www.businessinsider.in/business/news/flipkart-acquires-cleartrip-in-an-effort-to-cement-its-position-in-the-travel-booking-segment/articleshow/82081931.cms">acquired</a> a 100% stake in Cleartrip, making it a Flipkart Group company. Cleartrip has raised a total of $56.4 million in funding over 7 rounds, as per data from Crunchbase. Their latest funding was raised on October 29 last year in a secondary market round. Founded in 2006, Cleartrip is an online travel firm for booking flights, train tickets, hotel reservations, and activities in India and the Middle East countries. It holds offices across India, UAE, Saudi Arabia and Egypt. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/tech/news/sharechat-to-acquire-short-video-platform-mx-takatak-for-around-4500-crore/articleshow/89479244.cms">ShareChat to acquire short video platform MX TakaTak for around ₹4,500 crore</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/international/news/two-indian-cities-are-in-global-top-10-of-the-most-congested-places-to-drive-through-take-a-guess/slidelist/89476030.cms">Two Indian cities are in global top 10 of the most congested places to drive through – Take a guess</a>

Online travel booking portal Cleartrip to increase its workforce by 400 by the end of this year

<ul><li>The new platform allows users to overlay their recorded videos with popular songs. </li><li>With a feed of user-generated content, Spotlight will compete with <keyword id="8322765" type="PERSON" weightage="20" keywordseo="instagram-reels">Instagram Reels</keyword> and many other home-grown platforms such as MX TakaTak, Chingari, Bolo Indya, etc. </li></ul>Snap Inc. today announced Spotlight, its new entertainment platform for user-generated content within <keyword id="6358096" type="PERSON" weightage="20" keywordseo="snapchat">Snapchat</keyword> that saw over 100M users in January, is now live in India. Spotlight surfaces the most entertaining Snaps from the Snapchat community all in one place and will become tailored to each Snapchatter over time based on their preferences and favorites. <div type="Youtube" id="wHxADOQmkyI" title="पेश है Snapchat पर स्पॉटलाइट 🔦" thumbUrl="https://i.ytimg.com/vi/wHxADOQmkyI/mqdefault.jpg"></div> Snapchatters are some of the most expressive and creative mobile storytellers in the world and Spotlight gives them an opportunity to share their creations broadly. With over 5 billion Snaps created each day, Spotlight empowers the Snapchat community to express themselves and reach a large audience in a new way. Spotlight was designed to entertain the Snapchat community while living up to Snap’s values, with their wellbeing as a top priority. Spotlight content is moderated and doesn’t allow for public comments. Snaps submitted to Spotlight must respect Snap's content guidelines to receive distribution. Snap’s $1m a day program will also be available in India, celebrating and rewarding the creativity of local Indian Snapchatters and offering a chance for creators to earn a share of a $1M USD daily fund. Snapchatters must be 16 or older, and where applicable, obtain parental consent to earn. Check out details in our Terms. Spotlight is now available in India, Mexico, and Brazil, having launched in 11 countries previously (US, Canada, Australia, New Zealand, the UK, Ireland, Norway, Sweden, Denmark, Germany, France).

Spotlight, Snapchat's answer to TikTok and Instagram Reels launched in India

<ul><li>To get cricket fans to spend more time on their platform this season, Disney+ Hostar has lined up new movies, series and original content and has rolled out a 360-degree campaign.</li><li>As the tournament begins today, we speak to Sidharth Shakdher, Executive Vice President and Chief Marketing Officer, Disney+ Hotstar about the platform's marketing strategy, how IPL has helped Disney+ Hotstar grow over the years, expanding reach and much more.</li></ul>The much-awaited advertising carnival of the year, <keyword id="6354831" type="COMPANY" weightage="20" keywordseo="indian-premier-league">Indian Premier League</keyword> (IPL) starts today and OTT platform Disney+ Hotstar has its biggest-ever marketing and content plan lined up for this year. Disney+ Hotstar is trying to position itself as a platform that offers all things entertainment (entertainment ka all rounder), including cricket. It is trying to remind the audience that it has <keyword id="10884239" type="UNKNOWN" weightage="20" keywordseo="vivo-ipl-2021">Vivo IPL 2021</keyword> and Live sports, along with movies and original shows. So to get its users to stick around for a longer time, it has planned two new movies releases and two original series simultaneously with IPL. <div type="Youtube" id="6iQb60oXIpM" title="Disney+ Hotstar VIP - Ajay ya Sudarshan?" thumbUrl="https://i.ytimg.com/vi/6iQb60oXIpM/mqdefault.jpg"></div> Sharing the platform’s marketing strategy for this season, Sidharth Shakdher, Executive Vice President and Chief Marketing Officer, Disney+ Hotstar said, “Movies and series entertain you and so does cricket but you haven't ever had them at one place? Yes, you've had that in Disney+ Hotstar but now it is bigger than ever before -- we've got for you the best pure entertainment and also the best of cricket. So we brought together the best of both worlds and that was our idea of cricket-tainment this year. And out of cricket-tainment came this idea that we did with Ajay Devgn and Tamannaah Bhatia. Be it cricket or entertainment, we are so good at both of them that we are now an all-rounder. We have Bhuj, The Falcon and Winter Soldier, Loki, Arya 2, Out of love, Special Ops -- second season of all our big shows and OkComputer and November Story. So, it is gonna be a bigger roaster than ever before and this helps with both -- acquisition as well as retention.” As a part of its huge media splash, the platform is following a 360-degree approach, with more focus on TV and digital. Disney+ Hotstar also launched a digital campaign ‘I<a href="https://youtu.be/kx6dcS5RuTI">ndia Ki Vibe Alag Hai.’</a> It captured inter-city rivalry and friendly banter to symbolise the many emotions of cricket fans - pride, heartbreak, happiness and celebration! It is developed by musicians Nucleya and sung by eight rappers - Dee MC, RAK, J19 Squad, Satyum, Vithika Sheru, Maharya, Gubbi, and Rawal, each representing their beloved city. <cmsannotation type="cmsannotation" annotationid="What IPL means to Disney+ Hotstar" text="What IPL means to Disney+ Hotstar">What IPL means to Disney+ Hotstar</cmsannotation> IPL, Shakdher said, has helped the streaming platform build an emotional connect with its users. “It's the biggest time of the year for us and it's been our biggest property. It has meant more than just cricket for us because it's allowed our consumers to establish a deeper, higher-order relationship with Hotstar,” said he. When the platform acquired the media rights to air IPL, Disney+ Hotstar started focusing on its portability factor and today, it is trying to establish itself as an entertainment house. Walking us through Hotstar’s marketing evolution for IPL, Shakdher shared, “When we first started, it was about telling people that they don't need to miss their cricket because it's with them wherever they go. From there, it moved to the ‘convenience’ aspect -- that you can connect with your friends, watch the matches at your own convenience or go back and forward, replay points. So we moved from there to the ‘experience aspect’, then we brought in the fact that along with IPL there's so much more to watch." As far as its recent campaign goes, Shakdher said that they have seen a stupendous response from the audience and he is optimistic that the campaign will help Disney+ Hotstar stand out in the clutter. The campaign has been conceptualised by DDB Mudra Group. Sharing the reason, he said, “I think people have really appreciated our ads. One of the things with celebrity ads is people force-fit them. And they use the ad for the celebrity. And so the celebrity often overshadows the brand. It is just an endorsement. Our ads are not celebrating endorsements, there's actually a reason for Ajay Devgn to be there. He is intrinsically a part of the storyline, because he's coming in disguise. And he's trying to push his own movie which is coming out on Disney+ Hotstar and similarly for Tamannaah. They're not plugging 'Disney+ Hotstar'. They're tapping into a consumer insight -- you love one thing and you get stuck to it, but also look at what else is there. So people have really appreciated the fact that these actors are underplaying themselves.” Another part of the plan to attract more users onto the platform this year is regionalisation. IPL is available in 8 languages now and Marathi is exclusively available on Disney+ Hotstar. Adding more languages has helped the platform increase its engagement rate. “Five years ago, more than 80-90% of the IPL consumption was in English and rest was Hindi. Today, consumption in Hindi is bigger than English. Hindi is now more than 50% and English is slightly smaller. So that's how much localization has meant, it coincided with the rise in viewership. We started with Tamil about three years ago with 1% and at a large scale, Tamil audience itself is probably not more than 15% of the audience. But today, we are already seeing a large part of that audience using Tamil. So there's definitely more delight, joy and more engagement, increased retention and frequency of coming back. This increase in engagement is because of many factors, not just commentary, but it's as effective,” said Shakdher. <cmsannotation type="cmsannotation" annotationid="Opportunity for advertisers on IPL this year" text="Opportunity for advertisers on IPL this year">Opportunity for advertisers on IPL this year</cmsannotation> As per BARC and Nielsen’s 2020 report, IPL broke its viewership record in the opening week of season 13 itself. This year, the streaming platform has already closed the deal with 15 sponsors including Dream11 and Upstox as the co-presenting sponsor, Vimal Elaichi and MX Takatak ‘co-powered by’ sponsors. Some of the other sponsors are PhonePe, Association of Mutual Funds in India (AMFI), Unacademy, Pharmeasy, Livspace, Swiggy, Parle Agro, Amazon Prime, Coinswitch, CRED and Xiaomi who have signed-on as associate sponsors. In 2020, over 300 brands had associated with Disney+ Hotstar. To get more advertisers excited about IPL this year, Disney+ Hotstar has launched more interactive options. It has introduced a social feature called Watch Parties, which gives viewers the experience of a stadium in the safety of their homes. Video duets and Hotshots are another set of social features, enabling viewers to interact with brand videos and stickers. “Traditionally, IPL is considered to be an expensive property with limited access to large advertisers. However, with Disney+ Hotstar’s innovative technology advancements and targeting options, advertisers across categories and sizes can leverage this property. They are now equipped to choose not only the audiences but also ad formats that suit their marketing objectives and budgets ensuring an impactful outreach strategy on the platform. Advertisers should aim at leveraging the strengths of the platform to generate two-way engagement on the platform helping both advertisers and viewers in their own ways,” said Disney+ Hostar spokesperson. “With the immense digital growth in 2020, one can see great traction and response across categories of advertisers. Some of the key features on Disney+ Hotstar like Super 4s, Super 6s, Fall Of Wickets (FOW), Milestones, and Super Savers sold out sooner than anticipated. The platform has received significant interest from brands across various categories to leverage the scale reach and high visibility proposition that IPL offers,” added the spokesperson. The platform is hopeful about crossing 300 advertisers this year.

You Searched For "mx takatak fund" and got 7 results

Short format video app MX TakaTak is launching a Rs 100 Crore fund to help creators build an alternative career

BI India Partner

ShareChat to acquire short video platform MX TakaTak for around ₹4,500 crore

IANS

Analysts predict India’s short form video market to have 650 million users by 2025

Marcia Sekhose

Dailyhunt, Josh parent VerSe Innovation raises over $450 million, doubles valuation

Kritti Bhalla

Online travel booking portal Cleartrip to increase its workforce by 400 by the end of this year

Vaamanaa Sethi

Spotlight, Snapchat's answer to TikTok and Instagram Reels launched in India

BI India Partner

Disney+ Hotstar strengthens its content offering to attract new users as cricket lovers get ready for Vivo IPL 2021

Karuna Sharma

Popular Keywords

Buying Guides