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

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

Bigbasket acquires DailyNinja to expand services in Bengaluru New Delhi, Mar 24 () Online grocery seller Bigbasket on Tuesday announced acquisition of milk service delivery network DailyNinja to expand its services in Bengaluru. With this acquisition, Bigbasket expects to grow business by about 200 per cent in the next 12 months, the company said in a statement. "Bigbasket...announced 100 per cent business acquisition of online milk delivery app DailyNinja. The acquisition will enable Bigbasket to consolidate its leadership position in the subscription delivery space in Bengaluru. "DailyNinja currently caters to around 1,10,000 customers transacting daily and will augment bbdaily's (milk delivery app) reach," the company said in a statement. * * * * *MyGate app ties up with e-commerce companies for contact less deliveries Mumbai: Technology-forward app MyGate on Tuesday said it has partnered with Swiggy, Licious, Grofers, Dunzo and other leading e-commerce companies to enable contact less deliveries of essential services in the wake of coronavirus outbreak. The company's 'Leave at Gate' feature, which establishes a clear process for contactless deliveries is being made available pro-actively to all the 1.5 million homes on its platform. PRS PSK ANU SHWSHW

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Mumbai, Mar 26 () Amid a lockdown across the country to curtail the spread of COVID-19, there are many apps that are trying to make life more involved and a little easier with contactless delivery options, maintaining health and wellness, gaming, navigation guidance and even providing seamless education.MapmyIndia Move app is one such app that aims to empower citizens to help authorities about lapses in enforcement related to COVID-19."In these difficult times every bit, even the smallest action taken in the right direction, counts. We are enabling the citizens to help authorities. Our objective is to facilitate better governance through better coordination or cooperation amongst citizens and authorities," MapmyIndia CEO and Executive Director Rohan Verma said.With limited resources and many constraints, the government authorities are doing their best to maintain calm and keep Indians safe and sound and using resources like the Move app and MapmyIndia maps citizens can act as force multipliers for the authorities, he added.Another app HealthifyMe is an artificial intelligence (AI)-led health and fitness app that launched a slew of initiatives to help people improve their immunity and adopt a healthy lifestyle during the 21-day lockdown. The company has launched Immunity Assessment Tests which can be taken by anyone free of cost.Those who score low on the test will also receive a free consultation by a trained coach. HealthifyMe has also launched home workouts on its app and daily live workouts with coaches, along with trackers for sleep, smoking and handwashing, factors that are the bedrocks of long-term immunity. These offerings are available for all users under the "Immunity Tab" in the HealthifyMe App.HealthifyMe CEO Tushar Vashisht said that it takes 21 days to build a habit and the app aims to use the lockdown to build healthier habits and improve their immunity."So we have launched the biggest ever upgrade to our app with several new features centered around eating balanced diets, exercising at home, sanitizing hands and sleeping better. We are also giving away free nutritionists and exercise consultations to anyone who needs help and together I am confident we shall overcome this virus and this crisis," he added.Meanwhile, edtech platforms like Edubrisk are also rising up to the occasion to help solve the educational crisis in the country. They are running free learning sessions for teachers or institutions so that they can take online classes for their students. Also, they are providing free demo entries for students who need to finish their courses on their platform.The dating and gaming industry is also not far behind as during this time of lockdown, dating apps like Gleeden are providing alternatives for individuals to spend their time at home doing something that they find pleasurable. The platform has registered a hike of over 70 per cent on its platform during this period. The gaming platforms are also not far behind and are giving lucrative offers to woo the customers. Falling the suit, Fantasy and online gaming platforms like the Baazi Games have also witnessed a hike of 8-10 per cent on its online poker platform, PokerBaazi. These platforms are proving to be very handy in order to divert the attention of the masses locked at their homes.As the social distancing measures in the wake of the COVID-19 are critical for both delivery executives and consumers, leading security and community management solution MyGate has partnered with Swiggy, Licious, Grofers, Dunzo and other leading e-commerce companies to enable contactless deliveries of essential services.The company's Leave at Gate feature, which establishes a clear process for contactless deliveries, is being made available proactively to all the 1.5 million homes on its platform. The over 7,000 gated communities on MyGate can now also elect to make it mandatory for their residents to pick up their parcels at the gate.Urban Company, formerly UrbanClap has partnered with Srinidhi Foundation to set up a relief fund to support gig workers and independent contractors on its platform during the COVID-19 crisis.This fund will be used to provide sustenance support to deserving individuals and their families over the next few months, till the situation comes back to normalcy. Shared living start up Stanza Living has also set-up a dedicated 'employee contingency fund' of nearly Rs 10 lakh to cover basic medical expenses for any employee in case of contraction of COVID19.The fund includes voluntary contributions from employees across over 10 cities, who have pledged a part of their salaries to the fund, with the co-founders pledging 50 per cent contribution to the fund collection. SM MKJ

COVID-19 lockdown: Many apps trying to keep people engaged

New Delhi, Jun 12 () COVID-19 pandemic has accelerated the adoption of digital tools in Indian real estate, and the process of search as well as shortlisting of properties will largely shift to online platforms, according to industry experts. Participating in a webinar, Arvind Subramanian, MD and CEO designate of Mahindra Lifespaces, said the technology would play an important role in the real estate sector, not only in sales and marketing but in construction and design as well. He described residential property as a 30-years consumer product and said it should not be treated as any other financial products. The webinar was organised by BW Businessworld and WHub. Dhruv Agarwala, the CEO of Housing Proptiger and Makaan.com, said there has been tremendous acceleration in digital adoption since the lockdown, which was imposed on march 25 to curb coronavirus spread. He mentioned that the total traffic at its three platforms fell 40 per cent during the first week of the lockdown compared with the pre-COVID level. However, Agarwala said, the traffic has now bounced back and is 20 per cent more than pre-COVID level. Although traffic on its sites has come back, he said, buyers will be cautious due to salary cuts, lay-offs and economic downturn, but investors are looking to purchase because of attractive prices and payment plans. Square Yards CEO Tanuj Shori said his company has been able to sell 3,000 properties during this period, thanks to fast adoption of digital tools like virtual walk through and payment gateways by developers as well as customers. He said the coronavirus pandemic has accelerated the speed of adoption of digital although there will be some element. NoBroker co-founder Amit Agarwal said around 2,000 properties have been transacted on its websites during this period. The process of search, shortlisting and walk-throughs of properties have shifted to online. He highlighted that even the rental deals are taking place without physical visits. MyGate founder Vijay Kumar said the technology will play a big role in making real estate market more efficient. SAI Estate Consultants MD Amit Bhagwan Wadhwani, however, said that human interference will be required to complete the real estate transactions, although digital tools are being helpful in lead generations. Awfis founder and CEO Amit Ramani said the technology is enabling coworking operators in providing services more efficiently. Agarwala of Housing.com said that the PropTech companies have not been able to attract huge investment in the last ten years but the scenario could change in the next decade. "We are just seeing the emergence of PropTech in India," he added. MJH BAL

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

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