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Discussions around <keyword id="19901232" type="General" weightage="20" keywordseo="work-life-balance" source="keywords">work-life balance</keyword> have been around since forever and when <keyword id="20231207" type="General" weightage="20" keywordseo="work-from-home" source="keywords">work from home</keyword> became a norm in 2020, these talks intensified. Soon, people across the globe realised how work from home could save a lot of time and money for them. As a result, they get to spend more time focusing on things apart from work. In India too, work-life balance has been a hot topic for a long time. Earlier this year, a study by the UKG Workforce Institute revealed that nearly 78% of employees in India suffer from job burnout, which often results in both physical and emotional fatigue. Around 64% of these workers were willing to reduce their workload even if it meant a corresponding pay cut. This highlighted a growing awareness among employees about the value of maintaining a <keyword id="22783879" type="General" weightage="20" keywordseo="healthy-work-life-balance" source="keywords">healthy work-life balance</keyword>, with many choosing to prioritize well-being over monetary benefits. <h2><keyword id="20830500" type="General" weightage="100" keywordseo="Bengaluru-man" source="keywords">Bengaluru man</keyword>'s photo goes viral</h2> Despite this, India was recently reported to rank 48th in the 2024 Global Life-Work Balance Index, reflecting the challenges faced by employees in maintaining a healthy work-life balance. And a Bengaluru man’s recent <keyword id="20384549" type="General" weightage="20" keywordseo="viral-photo" source="keywords">viral photo</keyword> has once again stirred work-life balance discussions in the country. A photograph of a man working on his laptop while standing outside a popular momo stall in Bengaluru took the internet by storm on Tuesday. The photo, shared by X user Kritika Kumari, quickly went viral, capturing the attention of many who found humour in the situation but also sparked deeper conversations about the pressures faced by <keyword id="21460912" type="General" weightage="20" keywordseo="corporate-employees" source="keywords">corporate employees</keyword>. Kumari captioned the photo, “His priorities are sorted.” The photo shows the techie engrossed in his laptop, seemingly unfazed by his surroundings. The post resonated with many, leading to a flood of comments that ranged from witty remarks to relatable anecdotes. <div type="image" title="Bengaluru man&amp;#39;s photo goes viral" msid="112516540" hostid="261" sizebytes="2145538" caption="&amp;lt;p&amp;gt;Bengaluru man&amp;#39;s photo goes viral&amp;lt;/p&amp;gt;"></div> <h2 style="margin-bottom: 0.7em; line-height: 1.3; color: rgb(0, 0, 0); font-size: 24px; background: 0px 0px rgb(255, 255, 255); text-rendering: optimizelegibility;">Work-life balance in India a myth, says internet</h2>X users reacted to the photo and talked about the man's plight. One user humorously summed up the scene as, “Corporate employee,” while another quipped, “Pyaar se jyada, kaam pyara,” highlighting the often-overwhelming work demands that many in the <keyword id="19955787" type="General" weightage="20" keywordseo="tech-industry" source="keywords">tech industry</keyword> face. "The so-called "work-life" balance is a myth! It should really be called "hand-laptop" balance," another user wrote. <div type="twitter" handle="manojrmenon" handlename="manojrmenon" favoritecount="0" retweetcount="0" id="1823207147599184281"></div> The jokes didn’t stop there; some users playfully imagined the man’s predicament, suggesting that he might have forgotten his phone at the office and was now transferring money to the momo vendor via net banking on his laptop. While the image and its accompanying jokes provided light-hearted entertainment, they also highlighted the growing concern about the intense work culture in the tech sector, where employees often find themselves working outside traditional office hours and settings. As one user lamented, “Ek labor karega bhi kya? Apne ghar ja kar English jhaadega. ‘I am audible? My screen is visible or not?’ (What will a laborer do? He will go back home and flaunt his English, saying, ‘I am audible? Is my screen visible or not?’).”

'Work-life balance is a myth’: Photo of man working in front of momo stall goes viral, Internet reacts

Gone are the days when the aspirations of Indian women were confined to the boundaries of their homes. Today, these empowered women are breaking free from societal norms and embracing the world of entrepreneurship with open arms. This journey towards gender parity and economic independence, has been a gradual one but filled with inspiring stories. In the vibrant tapestry of India’s economic growth, women-led businesses have emerged as a dynamic force that is driving progress. Their contribution to the entrepreneurial ecosystem is not just a matter of statistics, but a testament to the resilience and determination of these women. And while it's true that they have been instrumental in building the strength of our economy, one must understand that this road to success has not been without its set of trials. <cmsannotation type="cmsannotation" annotationid="Women entrepreneurship in India: The evolving landscape" comment="subhead" text="Women entrepreneurship in India: The evolving landscape">Women entrepreneurship in India: The evolving landscape</cmsannotation> Despite the rising interest in entrepreneurship among women, various challenges hinder their entry into this space. Factors such as family restrictions, limited time flexibility, lack of professional connections and inadequate access to reliable advisors ensure that the number of women actively engaged in entrepreneurship is smaller than its potential, leaving resources untapped. Amidst these obstacles that <keyword id="74945" type="General" weightage="20" keywordseo="women-entrepreneurs" source="Orion">women entrepreneurs</keyword> face, <keyword id="6354742" type="General" weightage="20" keywordseo="flipkart" source="Orion">Flipkart</keyword> has emerged as a beacon of hope and transformation – a homegrown marketplace platform that has revolutionised women entrepreneurship. By defying conventional norms, Flipkart has shattered the myth that women cannot effectively manage both their professional and personal responsibilities. This paradigm shift has not only paved the way for dismantling societal biases but has also provided a powerful platform for women to realise their dreams. <cmsannotation type="cmsannotation" annotationid="Redefining possibilities: Women entrepreneurs thrive with Flipkart" comment="subhead" text="Redefining possibilities: Women entrepreneurs thrive with Flipkart">Redefining possibilities: Women entrepreneurs thrive with Flipkart</cmsannotation> Flipkart is serving as a catalyst for women in India to challenge traditional societal norms and boost the economy through better labour participation and expansion across sectors. Take for instance <a href="https://stories.flipkart.com/sellfmade-flipkart-seller-momtrepreneur/">Yogita Jain's</a> journey. As a buyer on Flipkart who loved her shopping experience, she was always curious about how the journey as a seller on the platform would be. And she transitioned from being a buyer to becoming a successful seller on the platform with her brand, AADISALES. Born out of curiosity, it now stands testament to her entrepreneurial spirit. In just three months, Yogita transformed into a flourishing ‘mompreneur’, overseeing a team of six skilled professionals who handle essential business functions like accounting, packing, and loading. She says, "The support I received through Flipkart was truly remarkable." Flipkart’s positive impact also extends to promoting sustainability by empowering businesses with a focus on creating a cleaner future. One such business is <a href="https://stories.flipkart.com/stonesoup-flipkart-samarth-partner-sustainability/">Smita Kulkarni’s</a> StoneSoup. After spending ten years in the IT industry, the computer science engineer wanted to tackle the problems of waste segregation and garbage reduction. And she found her calling in promoting sustainability through her venture that offers eco-friendly solutions to millions of customers across India. Leveraging Flipkart’s access to over 450 million customers, her business is able to sell their products, including compost kits, menstrual cups, and cloth sanitary pads, all across the country. Moreover, her commitment to social empowerment led her to employ women from self-help groups and those with disabilities, providing them with means to achieve financial independence. Through Flipkart’s platform, this Bengaluru-based business has helped uplift the lives of over 100 women. Another area where Flipkart has made a significant difference is in addressing financial and marketing related challenges for women entrepreneurs. The platform facilitates easy access to loans — a major obstacle for many women in starting their businesses. For <a href="https://stories.flipkart.com/flipkart-seller-small-business-charu-gupta/">Charu Gupta</a>, this became a life-changing factor. Faced with sudden financial difficulties at home, Charu needed additional income. From kick starting her business, Saikara Collections, with only ₹5,000 to generating a revenue of ₹5 crore through her association with Flipkart, her journey is one of courage and determination. “There were many e-commerce platforms,” Charu recollects, “but Flipkart’s onboarding process was the easiest.” Securing term loans through the support of Flipkart’s Account Managers during the pandemic, she kept her business afloat. Overcoming financial hurdles and building her business through challenges with a team that comprises 50% women staff, Charu’s story epitomises the spirit of a modern Indian woman – resilient, determined and unyielding. <cmsannotation type="cmsannotation" annotationid="Driving positive change" comment="subhead" text="Driving positive change">Driving positive change</cmsannotation> The ripple effect of Flipkart’s initiatives extend beyond individual success stories. By empowering women entrepreneurs, Flipkart is playing a pivotal role in fostering financial independence, diminishing gender barriers and boosting labour force participation. This wave of change, facilitated by such e-commerce platforms is a growing example of the potential of women entrepreneurship and the impact it can have on the society and our economy by extension. As women continue to challenge traditional norms and embrace entrepreneurship, they are propelling the nation towards progress, equity and inclusivity. These stories of change are not just about breaking the glass ceiling but leaving behind a trail of inspiration for the next generation. Flipkart’s commitment to empowering women entrepreneurs has not just transformed individual lives but is reshaping the society, one story at a time. Disclaimer: This article is generated and published by the Insider Studios team. You can get in touch with them on <a href="mailto:insiderstudios@businessinsider.in">insiderstudios@businessinsider.in</a>

Inspiring Stories of Women Entrepreneurs on Flipkart's Platform

<ul><li>In an interview with Business Insider, Anant Goel, CEO and co-founder, <keyword id="4085901" type="PERSON" weightage="20" keywordseo="Milkbasket">Milkbasket</keyword> talks about why he doesn’t want to offer discounts to his customers. </li><li>The company is averaging 75,000 orders a day with over 2,250,000 in a month. </li><li>It aims to hit $100 million run rate by the end of the current financial year.</li></ul><keyword id="2709620" type="PERSON" weightage="20" keywordseo="grocery-delivery">Grocery delivery</keyword> startup Milkbasket has its head in the game. It is forecasting to hit $100 million in revenue by the end of the current financial year. Today, the Indian grocery space is crowded with multiple players and newly turned unicorns like <keyword id="964794" type="COMPANY" weightage="20" keywordseo="BigBasket">BigBasket</keyword>, soonicorns like Grofers. Even food delivery unicorns like Swiggy too are entering the sector. Milkbasket insists on growing without discounts However, while all of these new and old startups are trying to offer discounts and faster delivery options to lure consumers, Milkbasket is adamant. It doesn’t believe in discounts and has only a single slot delivery at 7 am in the morning. “That’s how you build a business, not by burning money. For any B2C business, you can always spoil the customer, but can you make money while doing it? Is it sustainable? We have always tried to strike the balance,” Anant Goel, CEO and co-founder, Milkbasket told Business Insider. So, the four-year-old startup has built a loyal consumer base, without having to give in to the new age trends. It serves 1.5 lakh households across 5 cities (Delhi, Noida, Gurgaon, Ghaziabad and Bengaluru). The company is averaging 75,000 orders in a day with over 2,250,000 in a month. “We now aim to hit $100 million run rate by the end of the current financial year, we are currently at $60 million,” said Goel. Investors aid Milkbasket’s growth story It has also been a good year for Milkbasket. There was a possible funding from Sachin Bansal’s BACQ Acquisitions. However Milkbasket and Bansal’s firm had issued a joint statement they weren’t going ahead with it. Later, it closed its series B round with $12.7 million. The series B investment includes $10.5 million led by Unilever Ventures and participation from Mayfield India, Kalaari Capital, and Blume Ventures and few Indian family offices and Innoven Capital. And Goel credits it all to doing things differently. “Lots of competition has come in, which was not there earlier or were smaller till last year. Competition in new shapes and forms with big money, chasing us and our customers,” Goel said with a laugh and added, “But we are sure about our model – a sustainable supply chain that can deliver groceries to you.” Busting the myth Goel also busts a myth for us. Contrary to popular belief, Milkbasket has always been into groceries and not just milk. But its name makes people think otherwise. However, the name too has a direct connect to their business model. “When we started grocery in 2015, there were about 200 startups in the space. We asked customers what they want from online grocery startups and they all said discounts. But we are not here to give away discounts. Milkbasket the name came about because milk is a commodity for which you don’t ask discounts, instead you pay more to get it delivered to your house and you are happy to do so,” he said.

Milkbasket refuses to bow down to discounts – aims to hit $100 million by March

New Delhi, July 14 (IANSlife) Although 95 per cent of Indian mothers claim to know protein as a macro-nutrient, only three per cent of the population really understands the prominent functions of protein or why one should consume it daily, reveals a new study. Across cities, 82 per cent mothers residing in mini-metros such as Ahmedabad, Bengaluru and Hyderabad were unable to correctly associate protein with its functions and attributed low importance to its consumption as a part of balanced meals. Therefore, while eight out of ten mothers believe the protein as 'important', protein may not adequately be included in their daily diet. The majority of the mothers (91 per cent) are not able to relate to protein with its crucial functions such as repair of tissues in the body, muscle health and long-term immunity, the study added. Right to Protein, a nationwide public health awareness initiative, released the findings of a study that uncovers a paradox in India's daily protein consumption habits. Nielsen surveyed 2,142 mothers across 16 Indian cities, revealing a worrying trend where due to a poor understanding of protein as a macronutrient, Indians consume inadequate levels of proteins. Some of the key findings include: Over 70 per cent Indian mothers strongly believe in common myths such as 'protein is difficult to digest', 'it leads to weight gain', and 'it is only for body-builders'. On an average, 85 per cent mothers incorrectly believe that protein leads to 'weight gain' and mentioned that they would prioritise the consumption of vitamins and carbohydrates over protein for their families including for children. Most disturbingly, nearly 80 per cent holds the view that lack of protein does not impact overall health! Majority of the mothers do not know the most common sources of plant-or-animal-based protein and failed to correctly identify 8 of 11 protein-rich food items presented to them. Furthermore 81 per cent of mothers incorrectly believe that just a regular Indian diet consisting of roti, dal, rice is enough for daily protein needs. As a result, only dairy and pulses are considered as the sources of protein in majority Indian households "In our country, adequate protein consumption has been a rather under-debated issue when it comes to general discourse on food and nutrients. Very few studies have been published recently that provide insights about the consumption patterns about this 'major building block' of our lives. This study is, therefore, an insight in terms of highlighting our knowledge gaps and misconceptions that plague adequate protein consumption", said Dr. Jagmeet Madan, Eminent Nutrition Expert, Professor, Principal, Sir Vithaldas Thackersey College of Home Science (Autonomous) SNDTWU, Mumbai and National President, Indian Dietetic Association, Supporter of the Right To Protein Initiative Dr. Suresh Itapu, Nutraceutical Expert, and Director, NutriTech India said: "The Protein Paradox study, reiterates the importance of building a general protein understanding and awareness in India. Any individual or entity can benefit from these insights and take corrective measures to improve quality protein intake, course-correct and eventually reverse the decline in protein consumption, especially among kids." (Puja Gupta can be contacted at puja.g@ians.in) --IANS pg/tb/dpb

Only 3% Indians realise the importance of consuming adequate protein: Study

<ul><li>Ad &amp; Media Insider’s latest property Storyline, brought to you in association with <keyword id="1959531" type="General" weightage="20" keywordseo="wattpad" source="Orion">Wattpad</keyword>, one of the world’s most loved <keyword id="282281" type="General" weightage="20" keywordseo="storytelling" source="Orion">storytelling</keyword> platforms, endeavors to decode what storytelling stands for today. </li><li>Today, we bring you highlights from our first three episodes where we discuss how marketers and advertisers are navigating new mediums and innovating to tell engaging stories in today’s highly dynamic world.</li><li>Watch <keyword id="4332869" type="General" weightage="20" keywordseo="pg-aditiya" source="Orion">PG Aditiya</keyword>, Chief Creative Officer, dentsu Webchutney and Pooja Manek, creative director, dentsu Webchutney Bengaluru, <keyword id="2289556" type="General" weightage="20" keywordseo="rajdeepak-das" source="Orion">Rajdeepak Das</keyword>, CEO &amp; Chief Creative Officer – South Asia, Leo Burnett and <keyword id="336063" type="General" weightage="20" keywordseo="sonal-mishra" source="Orion">Sonal Mishra</keyword>, Associate Vice President- Marketing, <keyword id="6630114" type="General" weightage="20" keywordseo="unacademy" source="Orion">Unacademy</keyword> talk about creativity and what it takes to tell successful stories in today's world.</li></ul>Stories are almost as old as human existence and with time, storytelling has evolved, hand-in-hand with human evolution. It has been an important part of our history and will continue to be an intrinsic part of our future too. In today’s digitally-driven world, where almost everything is happening online, storytelling continues to be at the heart of it all, albeit in different forms. Brands are still trying to find new ways of telling stories that engage with the consumers, and help the brands seamlessly become a part of their lives. Ad &amp; Media Insider’s latest property Storyline, brought to you in association with Wattpad, one of the world’s most loved storytelling platforms, that endeavors to decode what storytelling stands for today, how marketers and advertisers are navigating new mediums and innovating to tell engaging stories in today’s highly dynamic world. Here are some key takeaways from our first three episodes: Episode 1: PG Aditiya, Chief Creative Officer, dentsu Webchutney and Pooja Manek, creative director, dentsu Webchutney Bengaluru Dentsu Webchutney in 2021 was the highest scoring Indian agency at the Cannes Lions this year, for the second year in a row. This year, the agency got 20 shortlists, bringing home a total of 7 Lions. So we tried to understand what storytelling means for this dynamic young agency. Mediums and Creativity Both PG Aditiya, Chief Creative Officer, dentsu Webchutney and Pooja Manek, creative director, dentsu Webchutney have been responsible for crafting some of the agency’s most-loved campaigns over the last few years. We got to talking to them about how writing for the internet has impacted long-form writing and Aditiya started off with, “If long copy was Julius Caesar, then the internet is Brutus, with the last stab.” And truly, the internet has often been accused of killing long copy. However, Aditiya feels it has given birth to a new writing aesthetic. Today it is not simply about crafting a great video, it could be about writing that perfect tweet or creating that engaging reel. “We have a joke within the team, that if a tweet is taking more than 15 minutes, its not worth it. There are so many trends everyday and at times, brands try too hard to get the most manufactured tweet with very engineered writing. And that’s when you get caught. We all make the mistake of thinking that the younger audience, especially Gen Z, are kids. But honestly, it's time to consider them as grownups and trying too hard comes across as a red flag for them,” explained Manek. What works today On what works in today’s world, Manek says, “Today, it’s no longer about something that is embraced and enjoyed. It is more about what travels. For GenZ, it is usually quid pro quo, you have to give them something for them to give you something back. It's no longer about hard selling, or over-engineering, it's about giving them something to chew on, and that’s how you get their attention.” The internet is also an ephemeral medium. So how does one create engaging stories for the medium? “We try to spend less time on the theory of it and just make sure that whenever one of us has something that's worth not letting go of, we try to make it work,” added Aditiya. User-Generated Content: The Secret Sauce The advent of social media has also given consumers a voice today and user generated content has become an important tool for many brands. Webchutney has come up with a lot of social media campaigns that have gone on to generate UGC, making brands the talk of the town and part of a lot of trends. Talking about one such campaign they did for Tinder, Manek said, “For Tinder’s Valentine’s Day campaign, we were doing something around moving on. We were thinking of a few ideas and we realized that the digital age has made it harder for us to move on because you might want to move on but then you get reminders on different platforms. We all have so many pictures stored on our phones that we don’t delete maybe because we are attached to the memory, or we look good. So we launched a photoshopping service for two days and asked people what they wanted to replace their exes with. And we kept getting requests and replaced people with pizzas or wine. So we ended up photoshopping pictures for close to 36 hours, and that’s the power of UGC. We couldn’t have done it without people actually sharing those pictures. So you give the consumer something which is worth it and you just empower them and then magic happens.” Aditiya said that this idea also busted the myth that you need some kind of incentive to make a UGC campaign work because at the end of it, consumers were not exactly winning something but were simply ‘Axing their Exes’. Watch the full episode here: <div type="twitter" handle="admediainsider" handlename="Advertising and Media Insider India" image="http://pbs.twimg.com/profile_images/1281482517443305472/8RPcjmow_normal.jpg" favoritecount="3" retweetcount="5" status="LIVE | Join @PGAditiya, CCO, @webchutney and Pooja Manek (@boredmanek), Creative Director, @webchutney in conversat… https://t.co/yH7WRSlYK4" createdat="1644924610000" id="1493548184102080513"></div> Episode 2: Rajdeepak Das, CEO &amp; Chief Creative Officer – South Asia, Leo Burnett Rajdeepak Das, the chief creative brain at Leo Burnett is often considered to be one of the most experimental and innovative creative storytellers in the country and a discussion around storytelling would have been incomplete without a conversation with him. In our 2nd episode, we caught up with Das who talked to us about his storytelling journey and how he has evolved as a storyteller, with the evolution of mediums and consumers. He tells us that his love for storytelling started as a child, when his mom would tell him stories from Panchatantra or Mahabharata. “My mother would enact a lot of those stories and I would be awestruck. And when a storyteller is asked ‘And then?’, that’s when you realize the power of storytelling. That’s exactly what we are doing while scrolling social media platforms, looking for our ‘And then’ on these mediums. And I feel, till the time humans are on this planet, the mediums will change but the navarasa won’t,” he said. The Creative Intuition For every creative professional, there is usually a method behind all the madness. For Das, who says he is bad at most languages he has tried to learn, it is more about understanding the human feelings than understanding a language. “For any creative person, it is all about having an intuition, to understand why people say what they say and do what they do. As a creative, you have to have an intuition about what will work for consumers. You have to dream of what people want and then create something out of it,” he explains. He also adds that the best way of bringing these dreams to fruition is by realizing that it can no longer be a one-man show. “Gone are the days when people would consider themselves God and think they know everything. That is impossible today. In today’s world, the only way of creating wonderful stories or bringing our ideas and intuitions to a proper execution is by ensuring you work with people who are smarter than you,” he added. Finding solutions to human problems Earlier this year, <keyword id="261687" type="General" weightage="20" keywordseo="leo-burnett-india" source="Orion">Leo Burnett India</keyword> launched ‘StreetEye’, a motorcycle mounted device to help map potholes in real time which had the potential of saving thousands of motorcyclists from accidents and mishaps for digital general insurance brand, ACKO. The agency used technology to solve a basic human problem, and according to Das, that is what <keyword id="35666" type="General" weightage="20" keywordseo="advertising" source="Orion">advertising</keyword> should be about. “If I were to reflect on what advertising is all about today, I don’t believe in storytelling. It is all about finding human problems and solving them. Once you are able to do that, you will automatically create stories. And that’s what we did with ACKO’s StreetEye. The brand said, we don’t want to be just about insuring people. We want to get two step ahead and talk about protecting people. We didn’t want to talk about the cure; rather we wanted to do something to prevent the accidents from happening. And this is just one part of it. Everyday, we are working with brands like Reliance, Ariel, Tide, CarDekho, Airtel etc where it is all about using innovation to solve everyday human problems. A consumer doesn’t want advertising, he doesn’t want to buy things. If you are able to become a part of their lives by solving their problems, people will come to you,” said Das. Watch the full episode here: <div type="twitter" handle="admediainsider" handlename="Advertising and Media Insider India" image="http://pbs.twimg.com/profile_images/1281482517443305472/8RPcjmow_normal.jpg" favoritecount="4" retweetcount="4" status="LIVE | Join Rajdeepak Das, CEO &amp; Chief Creative Officer – South Asia, Leo Burnett in conversation with… https://t.co/9f6u7Qr99z" createdat="1645097410000" id="1494272960705675264"></div> Episode 3: Sonal Mishra, Associate Vice President- Marketing, Unacademy Storytellers, since time immemorial, have been exploring formats of narration that span nearly every conceivable gamut. And a lot of brands, in the early days of digital marketing, would stick to short videos. At the same time, there are brands that have been part of long-form stories, where they have seamlessly become a part of the narrative. In the past few years, we have seen Unacademy do that again and again, be it with its association with The Viral Fever (TVF) for hugely popular web series like Kota Factory and Aspirants, or its recent talked-about IPL ads. The brand has, time and again, used long-form content to draw audiences into their narrative, and it has largely worked for the most part. To understand the brand’s secret sauce, we caught up with Sonal Mishra, Associate Vice President- Marketing, Unacademy, who took us behind the brand’s thought process and what has helped them stand out. Crafting clutter-breaking stories Over the years, digital has become a highly cluttered medium where everyone is trying to grab eyeballs where there is limited mindspace. So what are a few factors that Unacademy keeps in mind while crafting its stories? “As a brand, we try to be unique and do the unexpected, but at the same time be relatable and believable. The emotions one derives and the value that you add is what stays with the audience for a very long time. So it's very important to be relatable and believable. Having said that, it is also important to tread on different routes that meet the consumer at different touchpoints in their journey. So it's very important to latch on to a stronger human insight to build that consumer connect,” shared Mishra. For Unacademy, the goal is to engage with learners across the countries, be it in the metro cities or the smaller Tier II and III cities. Therefore, collaborating with platforms and creators who can help them reach out to a larger audience has been at the core of their associations with the popular TVF webseries. “Whatever we do is about becoming a part of our consumer’s life cycle, connecting with them by addressing a topic they can relate to. Our recent property Unacademy Unwind, which was all about music and unwinding hit a different chord altogether. Another campaign we did called Mistakes – the Greatest Teacher, did very well. The campaign said that Unacademy doesn’t just stand for clearing exams or being successful, it also stands for the journey you took. These are a few things that have helped us stand out,” she explained. Creating campaigns by listening to consumers Brands that are able to listen to their consumers, catch their pulse and create content pieces around those insights are usually the ones to woo them. Unacademy has been able to break the clutter through a lot of its recent campaigns. So what is their feedback mechanism that is helping them craft their communications? “Its not that we have figured it all out and know these are the secret ingredients that can make a piece of content work. It's a constant learning for us as well. But the benefits of these partnerships, initiatives, associations have been huge. They've helped us amplify the reach for the brand, build trust and penetrate deeper into the country. There were a lot of learnings from our associations like Kota Factory and Aspirants that we would like to better in the next property that we create. There have been a lot of pluses and we are learning at each step,” she added. Long-form vs short content While a lot of brands have been focusing on creating shorter, bite-sized content, Unacademy has associated with TVF and created highly talked-about webseries that have become a part of pop culture. Why did the brand choose long-form content over shorter content at a time when people are constantly talking about decreasing attention spans? “Understanding the psyche of the audience helped us. A strong story is something we mutually work on with our partners, but at the same time, from a brand standpoint, we have always ensured that the product integrations are so seamlessly weaved into the story into the content, that it doesn't actually disrupt the flow of the story and the audience can continue to enjoy and get entertained. So that is something which we are very conscious of. And that's why whoever we partner with also find the entire journey exciting,” said Mishra. Watch the full episode here: <div type="twitter" handle="admediainsider" handlename="Advertising and Media Insider India" image="http://pbs.twimg.com/profile_images/1281482517443305472/8RPcjmow_normal.jpg" favoritecount="2" retweetcount="2" status="LIVE | Join Sonal Mishra, Associate Vice President, Marketing at @unacademy in conversation with @AshwinRaghunath a… https://t.co/51eEJystug" createdat="1645443009000" id="1495722508720349184"></div>

Storyline: Where master storytellers tell us what goes behind crafting engaging stories that stand the test of time

Last year, as many as 55 million consumers shopped online, while this year, the number is expected to rise to 80 million, says a study from Assocham and PricewaterhouseCoopers (PwC). This data is surely troubling for brick and mortar retailers, since more and more people are now choosing to shop online. 
 However, there is one lifestyle brand which has decided to increasingly focus on offline stores even in this age of online shopping. <keyword id="847170" type="PERSON" weightage="100" keywordseo="Chumbak">Chumbak</keyword>, which has more than 70% of its customers shopping from its stores than its website, surely knows how to attract customers to its offline shops, thanks to the strategy thought by its founders unqu. What's more, even those who go online prefer to shop on Chumbak.com (75%) than on ecommerce websites (25%). This has been possible because of the unique experience the founders, <keyword id="2247761" type="PERSON" weightage="100" keywordseo="Vivek-Prabhakar">Vivek Prabhakar</keyword> and <keyword id="847172" type="UNKNOWN" weightage="100" keywordseo="Shubhra-Chadda">Shubhra Chadda</keyword>, provide to their customers. 
 
 
"Consumers walking in stores should have a great experience. We spent six months to understand what music should play in the stores, two months to decide on what it should smell like, another month to test out different lighting. We spent a lot of time to make our stores more conversational than transactional. We wanted to finalise all that before announcing that we have arrived with a bunch of new things," Prabhakar told <a href="http://economictimes.indiatimes.com/small-biz/startups/in-the-age-of-clicks-chumbak-leads-with-footfalls/articleshow/54026201.cms">ET</a>. 
 
It was in September 2014 that Chumbak launched its first flagship store in Bengaluru, announcing its well-planned expansion into home furnishings and decor. Now, this category makes 70% of the brand's revenue, and is sold out of 16 flagship stores across India. By the end of this year, the team plans to open 10-12 more stores. 
 
"We are one of the true omni-channels because we are not defined by revenue derived from marketplaces, but through our own channels," claims Prabhakar. When asked about <keyword id="3628125" type="UNKNOWN" weightage="100" keywordseo="online-vs-offline">online vs offline</keyword> business, he said, "It is a myth that online is cheaper. There is a limit to how many organic consumers will come online and money will have to be spent on consumer acquisition in addition to the warehousing cost. The unit economics for both are the same and that is the critical part. We concentrated on the online stores to be EBITDA positive rather than concentrating on growing GMV and other such metrics. Chumbak should make money wherever it goes and all our stores are profitable." 
 
<a href="http://motivateme.in/wp-content/uploads/2016/01/Vivek-Prabhakar-and-Shubhra-Chadda-Startup-lessons-from-Chumbak-Founders.jpg">Image source</a>

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