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<ul><li><keyword id="6357120" type="General" weightage="100" keywordseo="paytm" source="Orion">Paytm</keyword> has planned a major push for the company and its partners.</li><li>It aims to focus on the states of Gujarat, Maharashtra, Andhra Pradesh, Telangana and Karnataka.</li></ul>Paytm has announced that the company and its partners will allocate ₹100 crore for marketing activities during the <keyword id="36208" type="General" weightage="20" keywordseo="festive-season" source="Orion">festive season</keyword>. These campaigns will be aligned to promote digital payments in India and educate users about Paytm UPI for money transfers, <keyword id="3032681" type="General" weightage="20" keywordseo="paytm-wallet" source="Orion">Paytm Wallet</keyword> and Paytm Postpaid (Buy Now, Pay Later) for spends, to drive financial inclusion across the country. The company has also announced “Paytm Cashback Dhamaka”, a cashback festival starting from October 14, where users can win cashback for money transfers, online, offline payments or recharges done through the app. The idea is to bring exciting offers and drive the adoption of Paytm’s digital payment instruments to more and more users across the country. The program will be rolled out across all districts in India — from merchant partners’ stores to large retail outlets, as well as online platforms. There will be a special focus on the states of Gujarat, Maharashtra, Andhra Pradesh, Telangana and Karnataka. During the peak festive season (October 14-November 14), everyday 10 lucky winners will win ₹1 lakh each, 10,000 winners will get ₹100 cashback, while another 10,000 users will win ₹50 cashback. Closer to Diwali (November 1-3) users can win upto ₹10 lakh daily. Users also stand a chance to win an iPhone 13, tickets for the T20 World Cup, shopping vouchers from top brands like Levi’s, Leaf headphones, among many others, and many more exciting rewards. Users can win cashback by using Paytm for their mobile, broadband DTH recharges, utility bill payments, money transfer, booking travel (flight/bus/train) tickets, paying credit card bills, booking movie tickets, FASTag payments, transactions at online and offline kirana stores and so much more. The offer is applicable for payments made through all the major payment options offered by the company — Paytm Wallet, Paytm UPI, Paytm Postpaid (Buy Now, Pay Later), credit cards/debit cards among others. Paytm spokesperson said, “Our aim is to drive financial inclusion in India by empowering more and more users with digital payments. Today, users come to Paytm for payments of their utility bills, recharges, money transfers among other services and enjoy a wide variety of payment instruments from Paytm Wallet, Paytm UPI, netbanking and Paytm Postpaid. The Paytm Cashback Dhamaka has been launched to celebrate the festive season with our users and offer them exciting cashback and rewards.”

Paytm sets aside ₹100 crore for marketing campaigns during festive season to promote UPI, postpaid and wallet businesses

<ul><li><keyword id="10815895" type="PERSON" weightage="20" keywordseo="jaskaran-singh-kapany">Jaskaran Singh Kapany</keyword>, Vice-President Marketing, <keyword id="6357120" type="DEFINITION" weightage="20" keywordseo="paytm">Paytm</keyword> will be moving on after being a part of the organization for 6 years. </li><li><keyword id="193898" type="PERSON" weightage="20" keywordseo="Abhinav-Kumar">Abhinav Kumar</keyword>, Vice President, Product Marketing at Paytm has been given the additional responsibility for now. </li></ul>Jaskaran Singh Kapany, Vice President - Marketing, Paytm will be moving on from the organization. The news was confirmed to us by a highly placed source in the industry on the condition of anonymity. With Kapany moving on, Abhinav Kumar, Vice President, Product Marketing at Paytm has been given the additional responsibility to handle the marketing portfolio for now, the source revealed. Kapany has been a part of Paytm for almost 6 years now and has been responsible for a lot of Paytm’s well-known campaigns. Prior to Paytm, he was VP, Marketing &amp; E-commerce, at <keyword id="75577" type="COMPANY" weightage="20" keywordseo="ICICI-Prudential-Life">ICICI Prudential Life</keyword> where he conceptualized the re-positioning of the master brand with the ‘Achche Bandeh’ corporate campaign. He has also been a part of JWT where he has worked on brands like Rin, Brylcreem, De Beers (DTC) and SBI Mutual Fund, amongst others.

Exclusive: Jaskaran Singh Kapany, Vice President - Marketing at Paytm moves on

<ul><li>One of Mondelez India's marquee brands, <keyword id="12518600" type="General" weightage="20" keywordseo="cadbury-5star" source="Orion">Cadbury 5Star</keyword> is back with a refreshing campaign that extends its ‘Do Nothing’ proposition. </li><li>The brand has launched NothingCoin, a new form of currency that gets mined while you do nothing. </li><li>It has partnered with Paytm and Reliance JioMart for customers to redeem their earned coins. </li></ul><keyword id="6399124" type="General" weightage="100" keywordseo="cadbury" source="Orion">Cadbury</keyword> 5Star is back with a refreshing campaign that extends its ‘Do Nothing’ proposition. Taking another step ahead, the brand has launched NothingCoin, a new form of currency that gets mined while you do nothing. With no expensive hardware or large investments needed, NothingCoin challenges the traditional notion of how only hard work helps people earn. Speaking about the campaign, Anil Viswanathan, Senior Director – Marketing, Mondelez India, said, “Gen Z today is in a constant hustle mode list – right from balancing their studies, finding a job, having an active social life to worrying about their investment plans. We truly feel they deserve some downtime and perhaps a much-needed digital detox. As a brand that has been at the heart of our country’s youth culture through innovative campaigns and quirky narratives, the introduction of NothingCoin is our attempt to inspire them to take a break in the most engaging and rewarding manner. This campaign reiterates Cadbury 5Star’s brand persona of being witty and speaking in a language that excites the youth.” In this latest communication, the brand is talking to today’s youth who are digital natives and hardly remember a time without smartphones, the internet, and social media. Comprising of college-goers and first-time job seekers with action-packed schedules, they are hardly left with time in their hands to simply relax and do nothing. Through this campaign, the brand in a quirky way promotes the idea of moving away from the stressors of life, enjoying some downtime, and spending- time doing nothing; all while rewarding and letting them earn. The idea of the activation is that consumers can mine this coin by buying a Cadbury 5Star, scanning the QR code, and logging onto the Do Nothing mining website. After following basic steps, the consumer must do nothing and keep his phone aside to let the website mine NothingCoins for them. On mining coins, the consumer can redeem exciting offers in our very own digital Cadbury 5Star mall linked with the website which has products from Souled Store &amp; offers from Paytm or they can even redeem the coins for JioMart vouchers. The launch of this one-of-its-kind currency will be supported by a 360-degree integrated marketing communication, including digital films, innovative outdoor, and influencer-led activation. As part of the outdoor activation, the brand has taken a spin on traditional bank setups and built a branch at Nariman Point in Mumbai wherein consumers can visit this bank, grab a Cadbury 5Star, sit, and do nothing to mine more Nothing coins on our website. The bank has a loans counter, an ATM, and investment schemes with quirky messages that ask the consumer to do nothing.

You can now earn money for doing nothing; here's how Cadbury 5Star is making it possible

<ul><li>Launches 3 unique ads on digital platforms for raising awareness on direct bank transfers using mobile number.</li><li>Showcases easy of Money Transfers from Paytm app at Zero charge, without the need for Wallet KYC.</li></ul>Paytm has launched 3 new ads on social media, as part of its new #MoneyTransferHuaEasy campaign to raise awareness of how instant money transfer through the Paytm app remains a quick, safe and easy way to directly send and receive money into one's Bank accounts. The films, targeted at millenials, highlight how by simply choosing the recipient's Mobile number, users can transfer money directly from their bank a/c at zero charge. Without the need for wallet KYC. The films feature internet sensations <keyword id="8944292" type="PERSON" weightage="20" keywordseo="saloni-gaur">Saloni Gaur</keyword>, Danish Sait and Paytm's very own, and the guy best known for Trivago's ads, <keyword id="193898" type="PERSON" weightage="20" keywordseo="Abhinav-Kumar">Abhinav Kumar</keyword>. <div type="Youtube" id="oNUwQ7Zirfo" title="Money Transfer hua Easy! ft. Abhinav Kumar" thumbUrl="https://i.ytimg.com/vi/oNUwQ7Zirfo/mqdefault.jpg"></div> Prior to this, the company had launched multiple TV ads that had struck a chord with millions of Indians. While the public interest in the entire campaign has remained massive, certain scenes from the earlier ads have become especially popular due to the portrayal of episodes from everyday lives. These included a scene from an Indian wedding ceremony where the groom transfers money to his sister-in-law’s bank account by just using mobile number and in return, gets back his shoes from her, had a take on the popular Indian marriage tradition. Another scene of a young female tenant paying her rent through the Paytm app, to her landlord's shy son, also got major positive reviews. <div type="Youtube" id="e2hjxPf0T4E" title="Money Transfer hua Easy! ft. Saloni Gaur" thumbUrl="https://i.ytimg.com/vi/e2hjxPf0T4E/mqdefault.jpg"></div> With the latest series of films, the company has now released 6 large scale entertaining films as part of its initiative to highlight the ease of making digital payments without the need of completing their Wallet KYC. Apart from the obvious benefits, users are also assured of sturdy security architecture, the best success rate for transactions in the industry and a chance to win assured cashbacks. <div type="Youtube" id="6b0jFDTNGs0" title="Money Transfer hua Easy! ft. Danish Sait" thumbUrl="https://i.ytimg.com/vi/6b0jFDTNGs0/mqdefault.jpg"></div> Abhinav Kumar, Vice President at Paytm said, "Paytm remains committed to expanding the reach of affordable and easy to use technology, to every citizen. We believe that digital payments solutions are not only a great enabler in addressing daily challenges but also helps improve the quality of lives of our fellow countrymen. Consumers now have the option of instantly making payments directly from their Bank accounts, by simply entering the recipient’s mobile number on the Paytm App. No other steps such as Wallet KYC are required, while transaction charges are also absent. The new marketing campaign reflects that and is geared around taking forward this message to the consumers, making them aware of the digital payments options they have. It also aims to further promote our mission to increase seamless digital transactions across the country."

Trivago’s Abhinav Kumar features in his first Paytm ad

<ul><li>Paytm First Games launches 'Make the Right choice' campaign featuring <keyword id="6354267" type="UNKNOWN" weightage="20" keywordseo="sachin-tendulkar">Sachin Tendulkar</keyword> during IPL 2020.</li><li>Showcases Sachin's incredible journey to inspire millions of Indian to follow their dreams and make it big in life.</li><li>Comprises several films which will be featured across media platforms.</li></ul>Paytm First Games (PFG) has launched its new emotionally appealing marketing campaign with the <keyword id="75717" type="PERSON" weightage="20" keywordseo="Master-Blaster-Sachin-Tendulkar">Master Blaster Sachin Tendulkar</keyword>. Based on the incredible journey of the country's finest sporting legend, the ‘Make the Right Choice’ campaign aspires to encourage millions of fellow citizens to follow their dreams. The campaign also showcases the company’s vision of promoting fantasy sports in the country and inspire budding players to play the skill and strategy-based games on PFG. <div type="Youtube" id="R168HgvIvtI" title="Paytm First Games - Make the Right Choice | Sachin Tendulkar Ad" thumbUrl="https://i.ytimg.com/vi/R168HgvIvtI/mqdefault.jpg"></div> Launched during the ongoing IPL 2020, the first film of the campaign depicts an anecdote from the life of the master blaster. The film starts with a vivid shot of a cricket match being played on a college ground. A coach walks up to a boy in the crowd and asks him "Tera match khatam ho gaya…?” The boy informs that he has skipped his practice to cheer for the team, and gets slapped by the trainer who sternly opines, "Life mein khelna hai ya cheer karna hai?” Perplexed, the boy spends the entire night wondering if he should switch to a new coach. However, he visits the same coach the other day and firmly replies “…life mein khelna hai…” In the next shot, the coach is seen teaching the trademark high-elbow straight drive to the boy and is followed by the scene of Sachin playing the same shot in an ODI in real footage. In an interesting sequence, this real-life event is depicted as a photograph with Sachin standing next to it. Reminiscing the entire episode, he says 'It’s all about the choices you make.' The video concludes with the Paytm First Games' app interface depicting fantasy sports and the logo of the company. These films will be released across broadcast, online and mobile channels over the next few weeks. Sudhanshu Gupta, COO - Paytm First Games said, "Sachin is a true legend and an inspiration for millions across our country. With this brand film, we have shared one of the life-changing moments of Sachin's life wherein he was faced with a difficult choice. We are happy to see that our entire campaign has struck a chord with everyone. It is our humble endeavour to inspire people to make the right choices in life irrespective of how difficult they might seem. The theme fits well with our fantasy sports game as well which requires users to have in-depth know-how and research of the game and players and make strategic choices while making their team." Recently, Paytm First Games announced that it has set aside Rs 300 crore for investing in growing the market for fantasy sports and other online gaming events during this financial year. It confirmed that over the next six months, over 200 live events would be featured on the platform, including international and domestic cricket tournaments, soccer leagues and more.

Paytm First Games brings an anecdote from Sachin Tendulkar’s journey to life to inspire budding players

<ul><li>Women are the bedrock of society and with this International Women’s Day, brands have left no stone unturned to celebrate their dreams, ambitions, struggles and wins.</li><li>It gives us an opportunity to celebrate the social, economic, political, and cultural achievements of women and continue the push towards equality. </li><li>We cherry-picked a few campaigns that stood out this year. </li></ul>While every day should be celebrated as women’s day, 8th March brings an opportunity for us to stop, reflect on how far we have come and think about some of the many areas where advertising, marketing and the media industry needs to improve. It gives us a much-needed chance to pass on the mic, share our problems, look for solutions and celebrate women who have triumphed over patriarchy. Women's Day, however, has become a full-blown trend, packaged and brought to the audience for a labelled price. It is about gaining eye-balls, reminding women they exist by superficially caring about them, for a few days before and after March 8. Albeit, there were a few campaigns that did stand out this year and reminded us that we are slowly taking small steps towards inclusivity every year. So we thought of collating a list of advertisements that have set a benchmark for other brands to follow (in no particular order) and have tried to talk about issues that have gone unnoticed over the years: Prega News <div type="Youtube" id="X4mWIU-zcvQ" title="#SheIsCompleteInHerself - A Women’s Day Initiative by Prega News | Mona Singh (Hindi)" thumbUrl="https://i.ytimg.com/vi/X4mWIU-zcvQ/mqdefault.jpg"></div> Swiggy <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> Levi’s <div type="Youtube" id="zg9IIbwsreM" title="Levi's® We All Move" thumbUrl="https://i.ytimg.com/vi/zg9IIbwsreM/mqdefault.jpg"></div> Zivame <div type="Youtube" id="ZEFXor8RV2Y" title="Mallika Dua Talks About Problems in Shopping Plus-Sized Lingerie" thumbUrl="https://i.ytimg.com/vi/ZEFXor8RV2Y/mqdefault.jpg"></div> Shaadi.com <div type="Youtube" id="uxdFnhALP3Q" title="This Women's Day, Pledge to #TakeThePressureOff with Shaadi.com" thumbUrl="https://i.ytimg.com/vi/uxdFnhALP3Q/mqdefault.jpg"></div> Dove <div type="Youtube" id="E3kWzRB6Yy8" title="Dove | #StopTheBeautyTest (Hindi)" thumbUrl="https://i.ytimg.com/vi/E3kWzRB6Yy8/mqdefault.jpg"></div> WeWork <div type="Youtube" id="9RMIdAEYLnE" title="WeWork India | International Women's Day 2021" thumbUrl="https://i.ytimg.com/vi/9RMIdAEYLnE/mqdefault.jpg"></div> OkCupid <div type="Youtube" id="PW9xQ0jcVtc" title="Ijazat Hai Feat. Mukti Mohan &amp; Keshav Sadhna | OkCupid India" thumbUrl="https://i.ytimg.com/vi/PW9xQ0jcVtc/mqdefault.jpg"></div> Dunzo <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> Bumble <div type="Youtube" id="_f8KPREKEgQ" title="All Our Moves" thumbUrl="https://i.ytimg.com/vi/_f8KPREKEgQ/mqdefault.jpg"></div> Paytm <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> Goibibo: <div type="Youtube" id="2qys7wyp4ks" title="A Women’s Day Message from Goibibo feat. Vidya Balan!" thumbUrl="https://i.ytimg.com/vi/2qys7wyp4ks/mqdefault.jpg"></div>

International Women's Day: campaigns that stood out

<ul><li>Avengers:Endgame has the highest occupancy on opening day than any other movie in India.</li><li>The Avengers finale is filling more seats than previous bestsellers Baahubali - The Conclusion, Prem Ratan Dhan Payo and Thugs of Hindostan.</li><li>It’s also the top advance-grossing movie of all time for PayTM who saw 1.5 million booking requests.</li><li>Avengers: Endgame is also breaking other records in India by being the first film to screen around the clock in the country.</li></ul>On opening day, Avengers: Endgame is seeing a 80-85% occupancy in Indian movie theatres according to numbers released by <a href="https://boxofficeindia.com/report-details.php?articleid=4955" data-type="tilCustomLink" target="_blank">Box Office India</a>. This means that the Marvel Comics Universe movie is filling more seats than Baahubali - The Conclusion, Prem Ratan Dhan Payo and Thugs of Hindostan — films that have seen the highest occupancy rates in India so far. 
 
 
 







 
 
 <div type="image" title="Is considered good (2)" msid="69060280" hostid="261" caption="&amp;lt;p&amp;gt;Bollywood movies that have the highest recorded occupancy rates on opening day&amp;lt;/p&amp;gt;"></div>







 Considering that Avengers: Endgame is well on its way to become one of the top grossers alongside Baahubali - The Conclusion in India — both non-Bollywood films — the local film industry should be wary. For the past five years, hindi movies have ruled the screens with industry analysts citing the lack of movie screens in the country as a barrier to capacity building. But, turnout for these two films seems to void that analysis where 25% occupancy is considered to be the ideal goal. Even when Baahubali - The Conclusion broke records in India, it’s success was attributed to explosive market for South Indian movies. But, english isn’t local to any part of India, yet Avengers:Endgame prevails. The Avengers: Endgame hype in India The demand around Avengers: Endgame reached record breaking levels when the online booking portal, BookMyShow, crashed because of the surge in traffic. Even the Indian government made an exception of the movie to allow <a href="https://www.businessinsider.in/avengers-endgame-ticket-prices-show-timings-24x7-india/articleshow/69042082.cms">screening around the clock</a>, something that’s never been done in India before. When booking opened last Saturday, PayTM received 250,000 requests a minute and BookMyShow saw a peek rate of 18 tickets being booked per second. For PayTM, Avengers :Endgame is the top advance-grossing movie on the platform till date. 
 
 
 
 
 
 
 
 
 <div type="ExtQuote" text="We are treating 1,000 super-fans for First day, First show IMAX screenings. More than half a million people bought Paytm's Marvel and Avengers Pass before the bookings opened. With these Passes, fans can enjoy up to Rs. 250 Cashback and save big on movie tickets." auname="Madhur Deora, CFO, PayTM"></div>



















 Aside from booking portals, brands like Audi India, Miniso India and Cinepolis are taking advantage of the <a href="https://www.businessinsider.in/avengers-endgame-marketing-boosts-sales-for-brands-in-india/articleshow/69051707.cms">hype around Avengers: Endgame</a> in India by launching marketing campaigns on Facebook and Twitter. 
 
 
 
 
 
 
 
 
 <div type="ExtQuote" text="The phenomenal interest shown by audiences across the country, is a testament of how Marvel fans are so emotionally invested in the franchise and eagerly waiting to watch the culmination of the story and we can’t wait for the massive marvel fans community in India to enjoy this movie." auname="Bikram Duggal, Head - Studio Entertainment, Disney India"></div>



















 Avengers: Endgame is poised to be the highest grossing movie in the world with analysts speculating that it has the <a href="https://www.boxofficemojo.com/news/?id=4506">potential</a> to reach $300 million on its opening weekend. See also: <a href="https://www.businessinsider.in/avengers-endgame-ticket-prices-show-timings-24x7-india/articleshow/69042082.cms">Avengers Endgame mayhem in India with screenings around the clock as ticket prices hit ₹2,400</a> <a href="https://www.businessinsider.in/avengers-endgame-torrent-download-available-online/articleshow/69038668.cms">The most awaited Marvel movie couldn't escape being a victim of piracy</a> <a href="https://www.businessinsider.in/avengers-endgame-marketing-boosts-sales-for-brands-in-india/articleshow/69051707.cms">Brands in India are cashing in on the hype around Avengers Endgame</a>

Avengers Endgame is set to smash Baahubali’s opening day records

<ul><li><keyword id="4878801" type="PERSON" weightage="20" keywordseo="whatsapp-pay">WhatsApp Pay</keyword> may be rolled out pan-India starting next week according to sources in the know.</li><li>While HDFC Bank, ICICI Bank and Axis Bank are prepared, the State Bank of India (SBI) is yet to implement the necessary systems. </li><li>Sources indicate that Facebook is rushing into the roll out to counter the current competition in the market. </li></ul> It’s not surprising that with 200 million users in India, <keyword id="790242" type="COMPANY" weightage="20" keywordseo="WhatsApp">WhatsApp</keyword> wants to roll out its payments features as soon as <a href="https://telecomtalk.info/whatsapp-200million-payments-next-week/177454/">next week</a>. Insight from sources talking to <a href="https://tech.economictimes.indiatimes.com/news/mobile/whatsapp-pay-full-rollout-may-happen-as-early-as-next-week/64371768">ETtech</a> state that the Facebook-owned messaging app wants to rush ahead with the roll out even though all the partners aren’t ready. Reports suggest that while HDFC Bank, ICICI Bank and Axis Bank are set to process transfers, State Bank of India (SBI) is yet to put the relevant systems in place. So, now, instead of a full rollout, Facebook is deciding to go ahead with its three partners to counter the competition. So, what’s the rush? Rather than necessity being the mother of invention, the inventions are themselves turning responsible for the new requirements of an ever evolving ecosystem. Thus, with the Cashless India campaign pulling in new users with its own <a href="https://swarajyamag.com/economy/forget-cash-cheques-and-atms-with-upi-your-mobile-will-be-as-good-as-a-bank">unified payment interface</a> (<keyword id="6358921" type="ORGANIZATION" weightage="20" keywordseo="upi">UPI</keyword>), apps like <keyword id="704860" type="ENTERTAINMENT" weightage="20" keywordseo="Tez">Tez</keyword> and <keyword id="6357120" type="DEFINITION" weightage="20" keywordseo="paytm">PayTm</keyword> have experienced a significant <a href="https://swarajyamag.com/insta/upi-wars-paytm-beats-google-tez-claims-nearly-40-per-cent-market-share-in-february-2018-upi-transactions">boom</a>. And thus, it’s not surprising that WhatsApp wants to capitalise on that opportunity with its huge user base in India. The pilot version of WhatsApp Pay was <a href="https://techcrunch.com/2018/02/08/whatsapp-has-launched-person-to-person-payments-into-beta-in-india/">launched</a> on Android under the app's beta version earlier in February this year with a base of 1 million users. Thus far, it has received <a href="https://www.zdnet.com/article/why-whatsapps-entrance-into-indias-payments-space-has-terrified-paytm/">positive</a> reviews. Google’s Tez and Alibaba-backed PayTm have both expressed their <a href="https://www.bloombergquint.com/technology/2018/02/15/paytm-calls-whatsapps-closed-payments-service-unfair-as-cashless-war-intensifies">displeasure</a> at this development. Tez even <a href="http://indianexpress.com/article/technology/social/google-tez-app-now-supports-chat-feature-heres-how-to-use/">launched</a> its own chat feature to make its own platform more appealing to users. Their ‘displeasure’ isn’t surprising in the least since WhatsApp already has 200 million users, which is essentially, 20 times that of PayTm. If all WhatsApp users potentially move to using it as a payment platform, the competition it would bring to the cashless sector is massive. That being said, users should be aware that WhatsApp in itself isn’t a licensed financial institution. Their terms and conditions explicitly <a href="https://www.thequint.com/tech-and-auto/tech-news/whatsapp-upi-payment-feature-india-how-it-works">state</a> that - “(WhatsApp is) not responsible for UPI service interruptions or acts or omissions of PSPs or your bank including the payments, settlement and clearance of funds.” Some features don’t get introduced because they’re necessary but because they’re convenient, or add to the already existing convenience of an app. Such seems to be the case for WhatsApp and the integration of its payment feature.

WhatsApp rushing to launch its payments feature in India next week

<ul><li>PWC’s recently released report states that Indian monthly podcast listeners reached 40 million at the end of 2018, which was a 57.6% increase over 2017’s 25.4 million</li><li>Marketers are slowly experimenting with the medium, with the aim of presenting consumers with targeted content</li><li>The coming in of Spotify has helped increase the buzz around podcasts in India</li></ul>Over the past few years, the kind of content consumers are seeking out and accepting has seen a vast change. Today, it is all about engaging content that they can relate to. Content that can be consumed on-the-go has also seen a huge gain in popularity. It is perhaps this evolution that is making podcasts an increasingly favored content medium for consumers. While podcasts enjoy a huge popularity in markets like the US, India is also slowly waking up to it. Now almost all news publications have their own podcasts. Moreover, music streaming platforms that are witnessing a good growth in the country are also increasing their podcast offerings. Even the numbers are encouraging. Research by IAB and PwC stated that US advertisers spent an all-time high of $479 million on podcast ads in 2018, up 53% from $314 million the year prior. While the Indian market is still at a nascent stage in terms of its uptake of podcasts, PWC’s recently released report titled ‘Global Entertainment &amp; Media Outlook 2019-2023 India’, stated that Indian monthly listeners (defined as people who listened to at least one podcast in the last one month) reached a total of 40 million at the end of 2018, which was a 57.6% increase over 2017’s 25.4 million. In terms of consumption of podcasts, India ranks number three, following the US and China. Owing to the growing increase in audio-streaming services in the country, podcasts offer a massive opportunity for brands to reach out to its consumers, where they can target listeners with personalized content. The Story So Far It was in 2016 that Audioboom, a leading audio platform for hosting, distributing and monetizing content was launched in India. That was also the time when Jio had launched in the country and everybody got access to cheap, affordable data. However, that was when video content was seeing an explosion. “There was a lot of focus on video at that point in time and when we went to talk to people about focusing on audio as an on-demand platform, we were scoffed upon. People couldn’t see the opportunity that we could see in the model back then. However, things have become better since the second half of last year. Today, there is a lot more acceptance, people know what we are talking about and they want to hear us out,” says Aman Goklani, Head of India operations, AudioBoom. From 2016, when it received about 200,000 listens a month, the platform has seen a substantial increase in its monthly run rate. “From 200,000 listens in a month in 2016, we today stand at around 1.7 million listens each month. We ended June of this year with about 2.5 million listens. So, we have seen more than 10x growth since we launched,” adds Goklani. While in the larger scheme of things, Goklani maintains that 2.5 million listens is not a very big number, he adds, “A video can get these numbers in probably a few days. However, in our scheme of things, we are the largest, in terms of numbers, in India.” To put things in perspective, globally the UK-based audioBoom gets around 70 million listens in a month, with the US accounting for 60% of its listens. If one were to delve deeper into the reasons for this sudden increase in enthusiasm around podcasts, <keyword id="2904495" type="PERSON" weightage="20" keywordseo="Sreeraman-Thiagarajan">Sreeraman Thiagarajan</keyword>, Chief Executive Officer (CEO), <keyword id="5557033" type="UNKNOWN" weightage="20" keywordseo="Agrahyah-Technologies">Agrahyah Technologies</keyword> that owns and operates Hindi podcast platform, aawaz.com says that there are several. “India has been an audio-first country for a long time. The term podcast is new in India. However, all our radio stations have been coming up with audio content on their platforms for the longest time. Even in the past, shows like Purani Jeans have always been around. However, the sudden excitement around podcasts is because of multiple reasons. Firstly, global podcast companies are now looking at India. BBC, NPR, Audible, Google podcasts and Spotify have been operating in India for the past 6-7 months and have brought in some excitement,” he says. He also points to the fact that non-music content is picking up pretty well in India. “Imagine you’re in the mood to listen to some devotional content, or want to listen to a horror or romantic story. People consume a lot of content on video but if they are busy and don’t have the time to watch something, they could still listen to content. So that is what is giving us a lot of traction,” he adds. The increasing demand for smart speakers in the recent past has also been an important reason for the growing enthusiasm around audio content. The opportunities ahead Globally, Spotify has been talking a lot about the opportunities around podcasts. It has also been investing a lot on acquiring podcast companies. Closer home, music streaming platforms like Gaana and Saavn are also trying to promote the podcasts that they have to offer. So, what are the opportunities for brands here? Prashan Agarwal, CEO, Gaana says, “Podcasts are a great channel for brands to tap into a highly engaged niche audience. Most savvy marketers understand the difference between top-of-the-funnel and bottom-of-the-funnel campaigns, and appreciate the role for the top-of-mind recall. This is where this genre can serve as a great platform for brand building, with streaming players and publishers helping marketers navigate ways to seamlessly integrate their brands into the narrative.” Gaana runs some popular podcasts on its platform including Mirchi Murga by Naved, Kahanibaaz by Ashish Vidyarthi, Ek Rang Ishq Ka and others. Apart from this, they also source aggregated content from podcast platforms like IVM and Audioboom. Speaking about the opportunities he sees in the medium, Amarjit Batra, Managing Director India, Spotify says, “In India, podcasting is very young, but we see immense potential given the immersive and intimate nature of the medium. Factors such as increase in commute time, higher awareness around streaming, and India’s position as a knowledge economy establish that there is enough scope for podcasts to become mainstream in India. We believe that the future of audio is limitless and the potential growth of podcasts as a new form of audio storytelling is garnering steady popularity amongst the urban audio streamers in India. Our goal is to work with the ecosystem of creators, brands, and partners to address these challenges so that there is a wider understanding and acceptance of this new and relevant medium.” He further adds that while the podcast segment is still at a nascent stage in India, marketers have shown interest in experimenting with the medium. “We've had brands and advertisers show interest because they believe in the audio format for user engagement, and have seen how well podcast advertising works in our other markets.” Meanwhile, podcast network IVM, which is working on popularizing the medium among consumers and marketers, has already worked with brands like PayTM Money, Aditya Birla Mutual Fund, Motilal Oswal. Speaking about why brands are seeing value in podcasts, Amit Doshi, Founder &amp; CEO, IVM Podcasts says, “There are two primary opportunities for brands to work with podcasts - promotions on content that is being created and distributed by us and creating their own branded content. We have seen forward thinking brands like PayTM Money, Aditya Birla Mutual Fund, Motilal Oswal, Accenture, Storytel, Savaari etc. are already working with us. Increasingly, we are seeing interest from other brands as well in using this space to achieve their objectives.” <keyword id="3054169" type="PERSON" weightage="20" keywordseo="Varun-Duggirala">Varun Duggirala</keyword>, Content Chief and Co-founder, <keyword id="2951846" type="COMPANY" weightage="20" keywordseo="The-Glitch">The Glitch</keyword> hosts an IVM Show called ‘Advertising is Dead’ where he speaks to leaders, creators and experts from all ends of the media, entertainment and advertising space to understand the new media world order. On how brands can make the most out of the medium, he says, “Podcasts present a unique opportunity for brands to seamlessly integrate themselves into very focussed content pieces which can be developed and distributed at scale with a much lower cost barrier. Also, advertising within episodes themselves can very easily be blended into the storyline/narrative of the episodes themselves so the value chain of the content imbibes the value chain of the brand. Unlike video content, podcasts allow consumers to blend content into their daily schedule in a way that doesn’t demand 100% focus but still blends into your content consumption habit cycle especially during commutes, mornings/late nights as well as mid-day breaks.” According to industry estimates, currently the cost of podcasts could lie between Rs 4,000-6,000 per minute. So for a lot of marketers looking at reaching out to an engaged audience, podcasts could be a comparatively cost effective option, too. Storytel India has worked on multiple host read campaigns both on IVM and audioBoom. Speaking about the kind of value the brand saw from the partnership, Sukirti Sharma, Marketing Manager, Storytel India, says, “Podcasts hook the listening audience, people who are already in the habit of listening and are familiar with the format. Also, it is somewhat about personalised choices and therefore brings in different kinds of audience. With each genre or discussion type, you attract a different kind of audience ie those interested in history or those who want to listen to the topical issues of the changing culture among the urban Indian. With myriad topics, it attracts diverse listening communities. Podcasts have their own unique space. We are in the business of telling stories and we believe that audio is the future. Podcast is a part of that audio world and has its own unique space so we would certainly use podcasts again in the future.” For the longest time, lack of awareness was a big challenge for the podcast industry. However, with more and more people talking about it, both globally and in India, brands finally seem to be warming up to the medium.

Are Marketers Warming Up to Podcasts in India?

<ul><li>With the advent of social media applications such as <keyword id="6762469" type="UNKNOWN" weightage="20" keywordseo="TikTok">TikTok</keyword>, Helo, Firework, there is an increasing demand for influencers. </li><li>As the <keyword id="2540701" type="PERSON" weightage="20" keywordseo="Influencer-marketing">influencer marketing</keyword> industry touches a new peak this year, we speak to Apaksh Gupta, CEO and Founder, <keyword id="6556146" type="UNKNOWN" weightage="20" keywordseo="one-impression">One Impression</keyword> to understand how the agency network has sprung up, what will drive the market’s growth this year, and his plans to launch a new reverse-agency-approach. </li></ul>Influencer marketing has dramatically grown over the last few years because of its massive reach, ability to garner eyeballs and to cater to the largest age group in India - millennials. It has transformed from an undervalued profession to a $150 million industry in India. With this rising demand, a lot of influencer marketing agencies and networks have sprung up. One Impression was one of the top performing agencies in India last year. It grew at the rate of 900% Y-o-Y and became a $3 million network. It has connected with 60,000 influencers so far, built a global pool of 12 million people, and maintained a 96% client-retainment score. 25% of its business comes from outside India, which is a mix of US, New Zealand, Australia, East Africa, Malaysia. It will soon launch new offices in Singapore and the US. As the influencer marketing industry reaches its tipping point, One Impression is aiming to grow by 10X this year. Apaksh Gupta, Founder and CEO, One Impression said the plan to reach its goal is two-fold. The agency will expand its geographical presence and integrate deeper into its client network. Telling us what will help the network achieve this robust goal, Gupta said, “We are now trying to look at international markets very aggressively. So we're talking to a few partners who could help us integrate into the US market very fast. And two, in India, we work with almost all the large companies from Uber, Paytm, Oyo to Zomato. The goal now is to integrate deeper within the same network and also grow from 150 to about 500 clients within the next financial year. That should take us to a business of about more than a hundred crores rupees for the next financial year, which is what we're targeting.” One Impression is also planning to launch a new project called <keyword id="8804758" type="UNKNOWN" weightage="20" keywordseo="one-sponsor">One Sponsor</keyword>. Right now, the brand reaches out to the agency with a brief and they later identify the perfect fit. However, Gupta will now reverse the process. He will come up with a media plan according to the talent’s best fit, pitch to the brand and aim for sustaining the partnerships for a longer period. This idea came to Gupta after they cracked a partnership deal with Humans of Bombay for a crowdfunding platform, and helped them raise Rs 25 lakh overnight. He followed a reverse process; went to Humans of Bombay with a plan for its influencer and ended up signing a Rs 1 crore contract between both parties. Elaborating on how this opposite system will be beneficial for both the parties, Gupta said, “Now what we're trying to do is identify a lot of high quality influencers early on who haven’t become stars that everybody knows about, but have very good quality engagements and content. We will essentially take them to brands, when we want to. For example, we will identify a few good influencers, map each influencer to the right 10 brands that would be a great fit for them, and we will go to all the brands and try to partner for a year-long contract with each brand. This also means that brands might not have a specific campaign in mind when we do that, but they will still partner with somebody just because they can become advocates of the brand. It is more of a community building sort of exercise for brands.” One Sponsor will help micro-influencers to set a clearer path, grow at a faster pace and will make sure that content remains at the core, while the brand later integrates seamlessly. Revenue Model One Impression starts by digging deep into the influencer’s social media network and maps out its potential according to the influencer’s reach, consistency in growth and content type. The basic minimum the agency looks for is 1000 followers and doesn’t charge the influencer for becoming a part of the One Impression family. It earns about 10-20% from the client’s budget after the campaign is executed. Gupta explained, “So when a brand comes to us with a query, we draft a plan that will fit in our network of influencers. After an approval and receiving a budget, we will execute the campaign and the influencers will get paid after that. For example, if we get paid Rs 10 lakh, which is the total cost we might have incurred, the influencer will get somewhere between Rs 8.5 lakh, that they will get paid after the campaign is over. We will get Rs 1.5 lakh from that entire spent.” One Impression doesn’t interfere too much in the influencer's usual or branded content. Its core role is to crack brand deals and leave it be. However, it does support them if they seek out for help. “We've seen the best content happening when you let influencers do what they do, until the influencers are curious and need help. In that case, our team has an influencer specialist network, they work with them, and guide them by sharing other content pieces we are creating with influencers,” said Gupta. Key trends to watch out for The influencer marketing industry is only pegged to grow. More so in the smaller markets. Gupta says newer categories are realising the potential of Tier II and III markets and influencer marketing is the perfect solution to persuade them. Influencer marketing has also helped a lot of new social media platforms like TikTok, Helo, Pinterest, Firework grow. Discussing the foreseeable trends, Gupta said, “I think a lot of new social platforms are adopting and entering India, a lot of regional work is happening. So platform diversification will happen heavily. Regional influencers will become very important.” He further said that content quality will improve as there is cut-throat competition in the industry and constantly rising consumer expectation, which will push influencers to perform better. “So far, the influencer content was very straightforward, wherein a brand went with an influencer who advertised but I think that's not being accepted by audiences very well now. Content relevance is important to the money that the brand puts in. Humour will become important, newer styles of content might become important, but content will become more engaging and innovative,” said he. Last but not the least, Gupta predicts to see more micro-influencers in demand as consumers trust them and the partnerships will extend for longer duration than just a fling.

One Impression eyes to grow by 10X this year after becoming a $3 million platform in 2019

India is increasingly seeing a host of ingenious <keyword id="138263" type="UNKNOWN" weightage="100" keywordseo="startup">startup</keyword>s. While some may say the startup bubble would burst soon, as long as the money’s coming, the party’s on. 
 
Business Insider India ranks the top 10 most promising Indian <a href="http://www.businessinsider.in/searchresult.cms?query=startup">startup</a>s. 
 
P.S: Flipkart and Snapdeal are excluded from the list as they’re too big to be considered ‘<a href="http://www.businessinsider.in/searchresult.cms?query=startup">startup</a>s’ now. 
 
1. <keyword id="6362049" type="UNKNOWN" weightage="100" keywordseo="Ola-Cabs">Ola Cabs</keyword> 
Online taxi aggregator Ola is giving <a href="http://www.businessinsider.in/searchresult.cms?query=Uber">Uber</a> a hard time over who gets the biggest pie of the Indian market. This Mumbai-based startup has grown exponentially since it bought off rival <a href="http://www.businessinsider.in/searchresult.cms?query=TaxiForSure+">TaxiForSure </a>for $200 million. 
 
2. <keyword id="6357120" type="UNKNOWN" weightage="100" keywordseo="PayTM">Paytm</keyword> 
What more do you need if you have <a href="http://www.businessinsider.in/searchresult.cms?query=Alibaba">Alibaba</a> supporting you! <a href="http://www.businessinsider.in/searchresult.cms?query=Paytm">Paytm</a> has expanded from online recharge to become an online marketplace. While it’s retail business is a fraction of Amazon, Flipkart or Snapdeal, it’s undeniably the jack of all trades. 
 
3. <keyword id="1960231" type="UNKNOWN" weightage="100" keywordseo="Housing-com">Housing.com</keyword> 
Housing.com has been in recent news for all the wrong reasons. However, with an aggressive marketing campaign and ambition to tap into global real estate business, investors clearly see a lot of muscle in the company’s claims. 
 
4. <keyword id="6381424" type="COMPANY" weightage="100" keywordseo="Quikr">Quikr</keyword> 
This online classifieds website is doing pretty well. In April 2015, the company raised a whopping $150 million from Tiger Global and Steadview Capital Management among other existing investors. Valued at $1 billion, the company has also rolled out its special Quikr Cars ad campaign with Ranvir Singh. 
 
5. Mu Sigma 
This Bangalore-based analytics firm clearly breaks the list of internet-based startups. This one offers analytics to major companies across the world. 
 
6. InMobi 
This company, founded in 2008 is fighting against the likes of Google and Apple in the mobile advertising segment. The startup already has 750 million users across 160 countries. 
 
7. Zomato 
Zomato sits at top of the host of food tech startups India has seen. Its international expansion plans and venture into food ordering and transportation has ensured its leadership in the food-tech space. 
 
8. Zivame 
Zivame offered a niche choice for an already under-served segment. The unavailability of sizes, social discomfort and poor market penetration ensured Zivame.com took the market by storm. 
 
9. RedBus 
RedBus has made a mark on consumer minds, thanks to it’s targeted marketing campaigns and differentiation. Of course, it has now been sold off to the Ibibo group for a whopping $138 Million. 
 
10. ShopClues 
 
Founded in January 2011, Gurgaon-based ShopClues has big names like Tiger Global, Nexus Venture Partners and Helion Venture Partners backing them up.

Top 10 Indian startups that are going places

<ul><li><keyword id="1165950" type="PERSON" weightage="20" keywordseo="Fevicol">Fevicol</keyword> yet again found a way to stick itself into our hearts and minds on <keyword id="6736220" type="UNKNOWN" weightage="20" keywordseo="Friendship-Day">Friendship Day</keyword>. </li><li>Its latest social media campaign was conceptualised and executed by <keyword id="3068126" type="PERSON" weightage="20" keywordseo="Schbang">Schbang</keyword>. </li></ul>Friendship Day has witnessed brands coming close together in the past. Yet, this Friendship Day, <keyword id="11773215" type="UNKNOWN" weightage="20" keywordseo="fevicol-schbang">Fevicol &amp; Schbang</keyword>, the creative &amp; technology company ensured that the adhesive brand literally got stuck to over a hundred plus brand pages. This digital activation on Instagram had Fevicol comment on more than 100+ brand posts. The brands then used the pinned comment feature to get Fevicol's comment stuck to their page. With over 100 brands participating, the leading adhesive company was able to stick to those brands using its patent <keyword id="11773214" type="UNKNOWN" weightage="20" keywordseo="mazbootjod">MazbootJod</keyword>. Keeping the internet a buzz, Fevicol witnessed tremendous engagement across social media platforms as many popular brands such as Zomato, Netflix, Dunzo, Paytm, McDonald’s, and OnePlus India participated in Fevicol's latest campaign. Here is what Arvind RP, Director - Marketing and Communications, McDonald’s India (West and South) had to say about this activity with Fevicol, “Occasions such as Friendship Day present great opportunities for like-minded brands to partner for consumer engagement. With this activation, we are giving a big shout out to our friends for being a part of our journey, creating “new bonds” and also hoping to make our customers say “I’m lovin’ it”! <div type="image" title="McD (1)" msid="84970070" hostid="261"></div> While the activation lasted just a day, with its specially tailored witty and wholesome comments on various brand pages, Fevicol yet again found a way to stick itself into our hearts and minds. <div type="image" title="Netflix (1)" msid="84970090" hostid="261"></div> <div type="image" title="Zomato (1)" msid="84970097" hostid="261"></div> <div type="image" title="Oneplus (1)" msid="84970102" hostid="261"></div> <div type="image" title="Paytm (1)" msid="84970115" hostid="261"></div> GiridharSeetharam, Chief Business Officer, <keyword id="38797" type="COMPANY" weightage="20" keywordseo="pidilite">Pidilite</keyword> said, “Fevicol has over the years come to epitomize strong bonds. Friendship day provided us with an apt opportunity to bring alive this proposition; fantastic to see such a wide array of brands interact with Fevicol through this medium." HarshilKaria, Founder at Schbang, said, "Fevicol has always stood for its 'Mazboot Jod' proposition, but with this simple and highly clever activation, it showed everyone that the way it bonds with others is what makes the difference."

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