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<ul><li><a href="https://www.businessinsider.in/trendsfestival" data-type="tilCustomLink">Global Trends Festival</a> is one of the world's most prestigious events which will be live from Oct 19-23.</li><li>While nobel laureates, some of the biggest political and corporate icons will provide thought leadership, it's a great platform to network with CXOs from around the world.</li><li><a href="https://www.businessinsider.in/trendsfestival" data-type="tilCustomLink">Global Trends Festival 2020</a> is presented by <a href="https://www.businessinsider.in/trendsfestival" data-type="tilCustomLink"></a><a href="https://aws.amazon.com/" data-type="tilCustomLink">AWS</a>.</li><li>Get your tickets now from <a href="https://in.bookmyshow.com/events/business-insider-global-trends-festival/ET00137578" data-type="tilCustomLink">BookMyShow</a>.</li></ul> With over 5.5 million subscribers on Youtube and 2.6 million Instagram followers, this internet sensation has warmed her way into our hearts with her classic and relatable comic sketches. <keyword id="3703117" type="PERSON" weightage="20" keywordseo="prajakta-koli">Prajakta Koli</keyword>, also known as MostlySane is one of India’s leading content creators. In 2015, a 22-year-old girl showed India’s cultural and linguistic diversity using the most spoken language in our country, Hindi. Her quirky video was on ten words (in Hindi, no doubt) that Delhiites use and how it would shock Mumbaikars. One of the words is sandasi, in the north refers to the kitchen tool (pincer) used to hold hot vessels. But, in Mumbai, it’s used to describe a commode. Needless to say, it went viral, and Prajakta Koli, who was a Radio Jockey (RJ) then, quit to become a professional YouTuber. From a RJ to becoming a social media sensation This young trailblazer is also known for her campaigns on youth-centric issues. She has been invited by the Obama Foundation to raise awareness on social campaigns, including the importance of girl education. Fondly dubbed as the Queen of content, her journey started while she was doing the job she always dreamed of, radio jockeying. However, she soon realized that it lacked facetime and did not compliment her many talents as a performer. And serendipity played its part. While making an Instagram video, she was spotted by the VP of One Digital Entertainment, who convinced her to start her own YouTube channel, MostlySane. And as they say, the rest is history and a lot of hard work. She gained over a million followers in no time and has also done some collaborations on Girlyaapa with PA Girls the web series. She is a celebrity in her own right, and what sets her apart is how she approaches and produces her content. Koli believes that videos' format should be simple without using fancy cameras and remain grounded. At the Global Trends festival, the influencer will share the stage with Farid Ahsan, the co-founder of ShareChat and Kavin Mittal, the CEO of Hike Messenger, on bringing the next 200 million Indians to shop online. After all, Koli knows the pulse of many young Indians and what they want. SEE ALSO: <a href="https://www.businessinsider.in/trendsfestival" data-type="tilCustomLink"></a><a href="https://www.businessinsider.in/business/news/watch-ubers-apac-head-pradeep-parameswaran-open-up-about-sustainable-mobility-for-all-at-the-global-trends-festival-2020/articleshow/78493912.cms" data-type="tilCustomLink">Watch Uber’s APAC head Pradeep Parameswaran open up about sustainable mobility for all at the Global Trends Festival 2020</a> <a href="https://www.businessinsider.in/trendsfestival" data-type="tilCustomLink"></a><a href="https://www.businessinsider.in/business/news/sadhguru-jaggi-vasudev-at-global-trends-festival-2020-simplifying-sustainability/articleshow/78271251.cms" data-type="tilCustomLink">Sadhguru at Global Trends Festival 2020: Simplifying Sustainability</a> <a href="https://www.businessinsider.in/trendsfestival" data-type="tilCustomLink"></a><a href="https://www.businessinsider.in/business/news/watch-out-for-oyos-billionaire-founder-ritesh-agarwal-talking-tech-at-global-trends-festival-2020/articleshow/78141486.cms" data-type="tilCustomLink">Watch out for OYO’s billionaire founder Ritesh Agarwal talking tech at Global Trends Festival 2020</a>

Watch out for Prajakta Koli, the social media queen at the Global Trends Festival 2020

<ul><li>It is our eighth episode of The <keyword id="11422515" type="UNKNOWN" weightage="20" keywordseo="influencer-adda">Influencer Adda</keyword>, a chat show where we speak to social media stars and trace back their journeys.</li><li>Today, we have a story of determination, passion, failure and finding new doors as we talk to one of the early women content creators of our country, <keyword id="3703117" type="PERSON" weightage="20" keywordseo="prajakta-koli">Prajakta Koli</keyword>.</li><li>She talks to us about her journey so far, experience of working with Michelle Obama, winning an Emmy, setting her foot into Bollywood, expanding her presence globally, first brand that she ever worked with and a lot more.</li></ul>YouTuber, actor and blogger Prajakta Koli has helped us stay <keyword id="4574577" type="PERSON" weightage="20" keywordseo="MostlySane">MostlySane</keyword> during the lockdown with her extremely relatable videos. With over 6.4 million subscribers on YouTube and 3.9 million followers on Instagram, Prajakta is one of the early content creators that our country has seen. However, she grew up with a singular dream of becoming a radio jockey. She was quick to realise that radio isn’t for her and decided to shift her focus to content creation in 2015. She took to YouTube like a fish takes to water. <div type="Video" msid="84381479" hostid="261" title="Prajakta Koli on winning an Emmy and her journey so far as a YouTuber" dataSource="BUSINESSINSIDER" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=84381479"></div> Taking us back to her radio days, Prajakta says, “When I was in college, I saw a lot of friends planning their future, who wanted to do a little bit of this and that. I, on the other hand, never took a minute ever contemplating what I wanted to do. I was focused, I wanted to be a radio jockey and I became one. The downside of that was that I didn’t give myself enough opportunities to explore anything else. So when I became a radio jockey, I quickly realised that I suck. My bosses were not happy and when they replaced me, I felt like I understood why they did that. For the first time in my life, I felt lost. I had no idea what to do next.” When the opportunity of YouTube came by, which was considered as a second option or a ‘hobby’ back then, Prajakta gave it her all. Since then, she likes to take each day as it comes. “I held onto YouTube because I didn’t have another plan. I got a chance to start again and this time, I decided to not make concrete plans. I don’t want to know what my future will look like. I started off YouTube very seriously, I quit everything for it. I told my parents that I just need one year to figure out YouTube and if I don’t, I will look at more options. I looked at it as a serious career option and I am glad that I did. It is the best thing that happened,” adds Prajakta. Even today, Prajakta confesses that her parents struggle to explain her work profile to their relatives if the questions pops up -- they simply open her YouTube channel to demonstrate what she does. Her first video that ever went viral was ‘10 Hilarious Words Delhi People Use’ and gave her channel the first, massive push. She went from 2,000 to 30,000 subscribers in a month’s time after that video and she saw her dream getting a little clearer in her head every day as realised the mighty power of YouTube. The very first brand she got to work with was Yatra.com. She was paid for a promotional tweet. <div type="Youtube" id="CwFeAtiBaKs" title="10 Hilarious Words Delhi People Use | Latest Funny Videos | Mostly Sane" thumbUrl="https://i.ytimg.com/vi/CwFeAtiBaKs/mqdefault.jpg"></div> She caters to everyone from Mumbaikars to the Indian diaspora and a large part of her demographic includes people in the age group of 13 to 30. While there are no particularly fixed ingredients that she tries to include in every video, there is a filter that tries to stick to: “I always wanted to create content that everyone will enjoy. And I would never tell a sexist, classist, any kind of phobic content at the expense of a joke. I never want to make anyone uncomfortable with my content. Some of my videos are even watched by people in their 70s and 80s. I remember meeting a grandma with her grandson at Comic Con in Hyderabad who bought the ticket herself to my concert just to see me.” <cmsannotation type="cmsannotation" annotationid="Winning an Emmy" text="Winning an Emmy">Winning an Emmy</cmsannotation> Prajakta is already transcending across borders as two of her films, one short film and a documentary have been recognised globally. Her YouTube documentary ‘<keyword id="11579227" type="UNKNOWN" weightage="20" keywordseo="Creators-for-Change">Creators For Change</keyword>’ gave her an opportunity to work with Michelle Obama, Liza Koshy and Thembe Mahlaba. They track the experiences of adolescent girls in Vietnam, India, and Namibia overcoming adversity to pursue their education. Besides that, her short film 'Khayali Pulao' was screened at the New York Indian Film Festival in June 2021. Looking back at her journey and these huge milestones today, Prajakta feels a bit of extreme gratitude and shock. She shares, “It is unbelievable. I feel some part of my brain just refuses to process it, which comes and goes. It made me uncomfortable at first. I kept wondering why can’t I process it? I should be jumping and screaming. I just want to sit still for 10 minutes and then I just simply got back to work. This also happened when I first spoke at Comic-Con. When I first heard that we got nominated at Emmys, my brain just stopped working then. I was happy with the nomination and then the documentary went on to win an Emmy! Emmy was never even in the vicinity of my plans or thoughts.” On whether becoming a global icon was always a part of her plan, she says, “Now it is a part of my plan. I didn’t know that I could do it. I am loving the reactions my documentary and short film have received, but I am not really jotting down my plans. Every day of my past six years has been different from each other.” In India, she has also set her foot into Bollywood with her movie Jug Jugg Jeeyo featuring Anil Kapoor, Neetu Kapoor, Varun Dhawan and Kiara Advani. She does see herself partaking in more feature films now and plans to keep exploring more acting options as they come but Youtube will always be her first baby. She says, “I always liked acting, I was in theatre in college and the first time I performed, there was this mad adrenaline rush of amusement that I felt. But radio was always part of the plan and I stopped acting after college. There were a few professional Marathi shows that I was a part of, it was pretty serious. However, I was hell-bent on becoming a radio jockey so I didn’t think twice before letting that go. After Khayali Pulao, Mismatched and now, Jug Jug Jeeyo, I feel I have tasted blood and I cannot stop. So, I definitely want to act more. I love being on set and it is Dharma! I have grown up loving Dharma.” <cmsannotation type="cmsannotation" annotationid="Rising from setbacks" text="Rising from setbacks">Rising from setbacks</cmsannotation> There often comes a time in a content creators journey when a few pieces of content don’t perform well and the momentum goes down. Telling us about her lows, Prajakta says, “It has happened to me so many times. It threw me off the first time, which was in 2017, I thought to myself, is it time for me to shut my channel? But I soon realised that it is a part of my job. I just had to make peace with the fact that not every piece of content I upload will work because my audience is changing, growing everyday and so is the platform. I am changing everyday, too. There are things that I wouldn’t like today from my past and I just have to accept that and find my way around it. Right now, content blocks and I are not friends but we are acquaintances and we can exist in the same room. I used to get very scared before and now I have realised that I only come out of it stronger.” Prajakta has seen lots of ups and downs in her career but she never gave up. Now, she wants to act more, write more blogs and keep trying new things. <div type="Article" hostid="261" msid="83925309" title="Sushant Divgikar on how can brands lead the pride movement and be better allies" mstype="2" mssubtype="0"></div>

I would never tell a sexist, classist or any kind of phobic content at the expense of a joke: Prajakta Koli

<ul><li><keyword id="3703117" type="PERSON" weightage="20" keywordseo="prajakta-koli">Prajakta Koli</keyword>, aka <keyword id="4574577" type="PERSON" weightage="20" keywordseo="MostlySane">MostlySane</keyword>, has amassed an enormous following – 5.86 million subscribers on YouTube and 2.7 million on Instagram.</li><li>Having come a long way from starting her YouTube channel in 2015, her trick to being relevant as a content creator is to stay honest.</li><li>At the Business Insider Global Trends Festival, Koli shared how she has created a balance between her content and brand collaborations. </li></ul>One of India’s biggest YouTube <keyword id="1112328" type="PERSON" weightage="20" keywordseo="Influencers">influencers</keyword> Prajakta Koli aka MostlySane, has always managed to strike the right chord with her audience. Known for her goofy and creative videos that are highly relatable, Koli has amassed an enormous following – 5.86 million subscribers on YouTube and 2.7 million on Instagram. Having come a long way from starting her YouTube channel in 2015, her trick to being relevant as a content creator has always been associated with being honest – even when she does brand collaborations. Speaking at the Business Insider Global Trends Festival, Koli shared how she has created a balance between her content and brand collaborations. The fine line between branded content and collaborations India’s booming social media market has seen a rise in the number of influencers from across categories – beauty, fashion, entertainment, comedy, and more. It has also paved the way for viral influencer marketing, where brands use an influencer or content creator’s platform to reach out to their audience. But here’s where a problem also comes in – how much-branded content is actually content for your audience? Koli believes that digital media users are over the era of direct marketing, and pathetic ads don’t have space on social media. “For creators like me, we put our life out there; it’s a much more honest conversation we have with our audiences. When the relationship builds on a foundation like this, it gets very difficult to sell things. I believe more in collaborations and how that helps my channel and the brand,” she said. As a content creator, Koli is not ready to compromise on any communication that goes up on her channel as she knows a bad integration will leave a dent in her channel. “The creator, as well as the brand, have a lot at stake while creating a brand video. It’s important to have a conversation and make it collaborative,” she said. Koli also shared advice that she got from her YouTuber friend – <keyword id="9827959" type="UNKNOWN" weightage="20" keywordseo="BeYouNick">BeYouNick</keyword>. “He says that every time you write a brand video after your script is ready, just remove the brand from it. Does the video still work? If it does, then it’s a beautiful placement where the brand works seamlessly well, and your video works on its own,” she said. How lockdown changed the way brands reach out to their audience As the coronavirus lockdown happened, content creators too had to adjust to new ways of making videos – many had to take up different skills and become their own photographers, videographers,etc. Meanwhile the audience’s time spent on new media platforms actually jumped many folds, which meant the demand for content was greater than ever. In fact, for Koli, she saw that the consumption pattern of content had changed entirely during the lockdown – people were spending more time on her channels. “More than how much new audience we got, the audience behaviour changed drastically during the lockdown. So even if zero new users came on my platform, the behaviour and consumption pattern changed,” she said. Koli shares that the lockdown was like a massive collaborative project where brands met creators midway and understood their pain points. “When the lockdown started, brands also very quickly adapted to the way of content creation. I was clear with brands that if they are expecting a highly produced video, that wasn’t going to happen,” she said. SEE ALSO: <a href="https://www.businessinsider.in/business/startups/news/byju-raveendran-on-byjus-us-expansion-and-how-white-hat-jr-wont-just-be-about-coding-anymore/articleshow/78904109.cms">'India can provide teachers to the world, just like software engineers,' says Byju Raveendran as he plans to take his $11 billion edtech startup to US shores</a>

Prajakta Koli aka MostlySane’s advice for content creators on the fine line between brand collaborations and staying honest on social media

<ul><li><a href="https://www.businessinsider.in/trendsfestival" data-type="tilCustomLink">Global Trends Festival</a> is one of the world's most prestigious events which will be live from Oct 19-23.</li><li>While nobel laureates, some of the biggest political and corporate icons will provide thought leadership, it's a great platform to network with CXOs from around the world.</li><li><a href="https://www.businessinsider.in/trendsfestival" data-type="tilCustomLink">Global Trends Festival 2020</a> is presented by <a href="https://www.businessinsider.in/trendsfestival" data-type="tilCustomLink"></a><a href="https://aws.amazon.com/" data-type="tilCustomLink">AWS</a>.</li><li>Register for the <keyword id="10088455" type="UNKNOWN" weightage="20" keywordseo="global-trends-festival">Global Trends Festival</keyword> <a href="https://www.businessinsider.in/trendsfestival" data-type="tilCustomLink"></a><a href="https://www.businessinsider.in/trendsform_2020.cms" data-type="tilCustomLink">here</a>.</li></ul> <keyword id="192486" type="PERSON" weightage="20" keywordseo="Nandini-Piramal">Nandini Piramal</keyword> has worked hard to make her mark and be recognised for her own merits in this competitive landscape. And it was no easy feat to achieve, given her famous last name and the legacy built by her parents, who are super achievers. She is the daughter of Ajay Piramal, known as the man with the Midas touch, and Swati Piramal, who has helped shape policies and governance related to healthcare. Nandini joined the Piramal Group in 2009. And a year later, she played an instrumental role in the sale of Piramal Healthcare’s main formulations business to Abbott in a multi-billion dollar deal. However, the Oxford and Stanford educated Nandini has no intention of giving up on the pharma business. She carved her niche with the OTC or over-the-counter drugs business. When she took over, the company had six brands and ranked <a href="https://www.businesstoday.in/current/economy-politics/piramal-enterprises-boosts-otc-business-brand-acquisitions/story/265342.html">40 in an industry </a>crowded with FMCG majors like Dabur and Unilever and pharma majors like Cipla and Sun Pharma. Since then, she has been acquiring OTC brands, re-launching products, <a href="https://www.businesstoday.in/magazine/most-powerful-women/the-right-dosage/story/416359.html">and improving </a>distribution with phenomenal results. Some of its brands, like Saridon and i-Pill, are amongst the top sellers within their category. When the COVID-19 pandemic spread across the world, the unit also quickly launched sanitizers, wipes, and much more to cater to the growing demand in a new world. Nandini dons multiple hats and also heads HR and IT at the Piramal Group. She credits most of her success to being the daughter of a working mother, apart from being one herself. At the Global Trends Festival 2020, she will share insights on the need to increase women’s participation in the economy and help transform India’s potential. SEE ALSO: <a href="https://www.businessinsider.in/trendsfestival" data-type="tilCustomLink"></a><a href="https://www.businessinsider.in/business/news/catch-kavin-mittal-one-of-indias-youngest-billionaire-entrepreneurs-at-the-global-trends-festival-2020/articleshow/78600950.cms" data-type="tilCustomLink">Catch Kavin Mittal, one of India’s youngest billionaire entrepreneurs, at the Global Trends Festival 2020</a> <a href="https://www.businessinsider.in/trendsfestival" data-type="tilCustomLink"></a><a href="https://www.businessinsider.in/business/news/watch-sangita-reddy-president-ficci-speak-about-women-entrepreneurship-and-economic-leadership-at-the-global-trends-festival-2020/articleshow/78574587.cms" data-type="tilCustomLink">Watch Sangita Reddy, President, FICCI, speak about women entrepreneurship and economic leadership at the Global Trends Festival 2020</a> <a href="https://www.businessinsider.in/trendsfestival" data-type="tilCustomLink"></a><a href="https://www.businessinsider.in/business/news/watch-out-for-prajakta-koli-the-social-media-queen-at-the-global-trends-festival-2020/articleshow/78566982.cms" data-type="tilCustomLink">Watch out for Prajakta Koli, the social media queen at the Global Trends Festival 2020</a>

Watch out for Nandini Piramal on breaking barriers, and transforming businesses at the Global Trends Festival 2020

<ul><li><a href="https://www.businessinsider.in/trendsfestival" data-type="tilCustomLink">Global Trends Festival</a> is one of the world's most prestigious events which will be live from Oct 19-23.</li><li>While nobel laureates, some of the biggest political and corporate icons will provide thought leadership, it's a great platform to network with CXOs from around the world.</li><li><a href="https://www.businessinsider.in/trendsfestival" data-type="tilCustomLink">Global Trends Festival 2020</a> is presented by <a href="https://www.businessinsider.in/trendsfestival" data-type="tilCustomLink"></a><a href="https://aws.amazon.com/" data-type="tilCustomLink">AWS</a>.</li><li>Register for the <keyword id="10088455" type="UNKNOWN" weightage="20" keywordseo="global-trends-festival">Global Trends Festival</keyword> <a href="https://www.businessinsider.in/trendsfestival" data-type="tilCustomLink"></a><a href="https://www.businessinsider.in/trendsform_2020.cms" data-type="tilCustomLink">here</a>.</li></ul> Social connection is a core human need. And the time is ripe for tapping into the virtual economy, which is poised for growth. So believes Kavin Bharti Mittal, one of India’s young entrepreneurs, who turned his start-up into a unicorn within four years of its launch. <keyword id="866223" type="PERSON" weightage="20" keywordseo="Kavin-Mittal">Kavin Mittal</keyword> was in Imperial College in London when the iPhone had just launched, and an app ecosystem was being actively built. The young 20-year old jumped into the ring and launched an app called Movies Now (not to be confused with the TV channel), which was Apple’s first ticketing app. By the time he finished his course and came home, he decided not to join his father, Sunil Bharti Mittal’s Airtel, unlike his twin brother Shravin. Instead, in 2012, he focussed on developing India’s first homegrown messaging platform, <keyword id="44033" type="PERSON" weightage="20" keywordseo="hike">Hike</keyword>. The app captured the imagination of the young, and soon Tencent invested $175 million, and its valuation rose to nearly $1.4 billion. Kavin’s zen-like approach to business and his calm demeanour helped even as the app ecosystem turned competitive. He unbundled the super app into messaging and gaming and creating new-age virtual experiences. Hike Moji is a way to communicate via emojis, while Hike Land is its innovative tryst with social media. He is also actively looking for ways to earn more revenue from its users, and virtual currency is one of them. At the Global Trends Festival 2020, Kavin will share insights on India’s internet users, emerging trends, and ways in which companies can capitalize on bringing the next 200 million Indians to spend online. SEE ALSO: <a href="https://www.businessinsider.in/trendsfestival" data-type="tilCustomLink"></a><a href="https://www.businessinsider.in/business/news/watch-sangita-reddy-president-ficci-speak-about-women-entrepreneurship-and-economic-leadership-at-the-global-trends-festival-2020/articleshow/78574587.cms" data-type="tilCustomLink">Watch Sangita Reddy, President, FICCI, speak about women entrepreneurship and economic leadership at the Global Trends Festival 2020</a> <a href="https://www.businessinsider.in/trendsfestival" data-type="tilCustomLink"></a><a href="https://www.businessinsider.in/business/news/watch-out-for-prajakta-koli-the-social-media-queen-at-the-global-trends-festival-2020/articleshow/78566982.cms" data-type="tilCustomLink">Watch out for Prajakta Koli, the social media queen at the Global Trends Festival 2020</a> <a href="https://www.businessinsider.in/trendsfestival" data-type="tilCustomLink"></a><a href="https://www.businessinsider.in/business/news/robert-lewandowski-named-europes-footballer-of-the-year-2019-20-will-speak-at-the-business-insider-global-trends-festival/articleshow/78540478.cms" data-type="tilCustomLink">Robert Lewandowski, named Europe’s Footballer of the Year 2019-20, will speak at the Business Insider Global Trends Festival</a>

Watch Kavin Mittal speak about the potential of virtual economy, tapping into Bharat users, and more at Global Trends Festival 2020

<ul><li>In 2022, dry dates became the norm, with most singles opting for sober outings, according to dating platforms Tinder and Bumble. </li><li><keyword id="9771276" type="General" weightage="20" keywordseo="revenge-travel" source="Orion">Revenge travel</keyword> and revenge shopping massively influenced consumer behaviour in 2022. </li><li>Conversations on finance dominated Twitter, especially on topics around cryptocurrency and decentralised finance. </li></ul>The year of 2022 will always be remembered as the one that marked a ‘beginning of the end of the Covid’. As a number of new normals came to be during the pandemic, this year itself set its own set of trends — some which might stay on and some that would vanish. <cmsannotation type="cmsannotation" annotationid="Dates goes through a ‘dry’ spell" comment="subhead2" text="Dates goes through a ‘dry’ spell">Dates goes through a ‘dry’ spell</cmsannotation> For two years, singles have checked <a href="https://www.businessinsider.in/tech/apps/news/tinder-year-in-swipe-2021-report-reveals-key-highlights-of-online-dating-in-india/articleshow/88119375.cms">vaccination status </a>of possible dates and their stance on ‘masks’ before swiping. In 2022, dating turned dry where people don’t want to drink on dates. What’s worse is that they don’t wanna want dinner together either as per a <a href="https://www.businessinsider.in/business/news/having-a-funny-bone-like-chandler-bings-could-make-you-hot-property-on-tinder/articleshow/95824855.cms">Tinder’s Year in Swipe Report for 2022</a> Apart from sober dates, people want to check the stance on social issues – from politics to LGBTQ+ – before they agree to have a coffee or even a smoothie with a potential romantic interest. “While they (young adults) may go on blind dates, they no longer turn a blind eye to red flags and increasingly look for green flags or positives in a match or a relationship,” said Dr Chandni Tugnait, Life Coach &amp; Tinder’s relationship expert. <div type="image" title="Dating" msid="96220984" hostid="261" sizebytes="63922"></div> In its 2022 dating predictions, <a href="https://bumble.com/en-in/the-buzz/2022-dating-trends">Bumble</a> also said that ‘34% of folks using the Bumble app say they’re more likely to go on a ‘dry date’ now than pre-Covid’. With Covid waning, maybe there are less reasons to drink on a date or otherwise? <cmsannotation type="cmsannotation" annotationid="Out of lockdowns - Revenge travel" comment="subhead2" text="Out of lockdowns - Revenge travel">Out of lockdowns - Revenge travel</cmsannotation> Travel has come a long way since the pandemic, from taking incoming travellers right into quarantine to 2022 – when airports are so congested that people are being asked to arrive 3.5 hours in advance to catch a domestic flight. As lockdowns ended, vaccinations increased and Covid itself turned milder with the Omicron wave – people stepped out of the four walls and rode into the sunsets. It’s now called revenge travel as people are going for more trips – even if they are shorter. As per the <a href="https://www.businesstraveller.com/business-travel/2022/08/10/india-emerges-as-the-global-leader-in-travel-in-2022-as-per-travel-lifestyle-network-survey/#:~:text=In%20terms%20of%20leisure%20travel,to%20bite%20the%20travel%20bug.">Travel Lifestyle Network survey</a>, India was the global leader in domestic travel with 24% people undertaking at least one vacation every month. The global average stands at 11%. So much so, domestic air traffic in November stood at over<a href="https://economictimes.indiatimes.com/industry/transportation/airlines-/-aviation/domestic-air-traffic-crosses-4-lakh-mark-for-two-straight-days/articleshow/95837004.cms"> 4 lakh</a> in November 2022 - though it’s still not close to pre-pandemic levels. And the number is only expected to rise further in 2023. “Despite some current instability felt globally, nearly 72% (people) report that travelling will always be worth it. If 2022 was about the triumphant return of travel, 2023 will be about creatively reimagining it amidst the chaos,” shared online travel agency Booking.com. <div type="image" title="Revenge Travel" msid="96221064" hostid="261" sizebytes="2427910"></div> Travel search engine Kayak also surveyed 1900 people and reported that the top three reasons Indians are travelling again are to explore the world (62%), live out their dreams (61%), and chase thrills (55%). <cmsannotation type="cmsannotation" annotationid="Revenge shopping led to a dip in household savings for Indians" comment="subhead2" text="Revenge shopping led to a dip in household savings for Indians">Revenge shopping led to a dip in household savings for Indians</cmsannotation> Pandemic made people make large and chunky investments as auto and home sales went up and kept going up in 2022 in spite of multiple interest rate hikes. Stores opened and people stepped into them in droves – triggering the trend of revenge shopping — be it clothes, accessories, make-up and all forms of consumer goods. But that did not take away the sheen of online shopping that saw a dream run during the pandemic. “Simultaneous growth of online and offline revalidates the domestic consumption story and indicates ample growth opportunities for both formats,” said a Redseer report. According to the <a href="https://www.businessinsider.in/business/ecommerce/news/one-in-every-five-online-orders-had-a-kurti-or-saree-in-their-cart-redseer/articleshow/95598263.cms">Redseer report</a>, the festive season saw bumper sales online with 64% of the transacting shoppers coming from Tier 2+ cities — showing that a new set of consumers are going online. Yet, if economists are to be believed, <a href="https://www.businessinsider.in/finance/news/end-of-revenge-spending-urban-spending-to-taper-off-in-the-next-few-quarters-says-motilal-oswal/articleshow/96020912.cms">this trend might wane off</a>. The love for shopping in the face of rising inflation put a dent on consumers’ savings with Indian <a href="https://www.businessinsider.in/finance/news/revenge-spending-effect-household-savings-dip-to-5-year-low/articleshow/95805817.cms">household savings falling to a five-year low </a>in 2021-22. <cmsannotation type="cmsannotation" annotationid="Indians changed they way they invested" comment="subhead2" text="Indians changed they way they invested">Indians changed they way they invested</cmsannotation> Pandemic, or the end of it, seems to have made Indians stop playing it safe. Bank deposits, which have been where Indians always packed their excess cash, are now no longer popular. They are favouring equities and the love for deposits is<a href="https://www.businessinsider.in/finance/banks/article/its-not-just-mercedes-even-bank-deposits-are-competing-with-equities/articleshow/95879457.cms"> fast vanishing from metro </a>and urban markets. As per <a href="http://timesofindia.indiatimes.com/articleshow/95813226.cms?utm_source=contentofinterest&amp;utm_medium=text&amp;utm_campaign=cppst">reports</a>, in October 2022, monthly investments into SIPs crossed a record ₹13,000 crore. Showing that young and novice investors are keen on changing their investment patterns is evident in Twitter searches. Most of them searched for NFTs, cryptocurrency, and later, the cryptocurrency crash, making ‘Finance goes social’ one of the biggest trends on the social media giant. Tweets about finance went up 78% YoY, as per the <a href="https://marketing.twitter.com/en/insights/the-conversation-twitter-trends-2022">Twitter Trends Report 2022</a>. “Finance Twitter used to be exclusive, highly technical… and just kinda boring. Crypto and DeFi (decentralised finance) have blown those notions right out of the water” stated Twitter. <cmsannotation type="cmsannotation" annotationid="Reading while watching" comment="subhead2" text="Reading while watching">Reading while watching</cmsannotation> It’s not what it sounds like – people are not flipping books while watching TV. Instead they are watching shows, series and movies in languages they do not understand and reading subtitles to understand dialogues. While hit movies like KGF-Chapter 1 and RRR were dubbed in Hindi, OTT viewers tuned into Korean Squid Game and Spanish Money Heist as well. In general, Indians across the nation are looking down South for entertainment as their popularity with the Hindi audience stayed on – as seen with Kannada superhit, Kantara. On the other hand, Bramhastra too was dubbed in four South Indian languages–Tamil, Telugu, Malayalam, and Kannada–showing movies, like music, too have a universal language and appeal. <div type="image" title="brahmastra" msid="96221463" hostid="261" sizebytes="127442"></div> <cmsannotation type="cmsannotation" annotationid="New-age celebs go traditional" comment="subhead2" text="New-age celebs go traditional">New-age celebs go traditional</cmsannotation> The lines between social media celebrities (or ‘influencers’) and mainstream stars is starting to blur and how! After debuting with a cameo in Netflix’s Ghost Stories, popular influencer Kusha Kapila played a working pregnant woman in Netflix's Masaba Masaba S2 this year. YouTuber Prajakta Kohli was also part of the multi-starrer drama Jugjugg Jeeyo and returned for S2 of Netflix’s Mismatched. Vishnu Kaushal, famous for his ‘peach gang’ and hilarious sketches, made his acting debut with the drama series Feels Like Home. He was also <a href="https://www.filmfare.com/awards/filmfare-ott-awards-2022/vote#74">nominated</a> in the Best Supporting Actor category at the Filmfare OTT Awards 2022. <div type="image" title="Vishnu Kaushal" msid="96221201" hostid="261" sizebytes="293022"></div> This trend will continue to grow. In 2023, Dr Trinetra, one of the most popular and active voices on social media for sexual health and the Indian trans community, will star in the highly anticipated sequel of Amazon Prime Video’s Made in Heaven. <div type="image" title="Made in Heaven S2" msid="96221329" hostid="261" sizebytes="88228"></div> <cmsannotation type="cmsannotation" annotationid="Going green, everywhere" comment="subhead2" text="Going green, everywhere">Going green, everywhere</cmsannotation> Apart from buying EVs, Indians are embracing climate sensitivity in multiple ways. From weddings to dating to travelling – they are thinking green. And they are willing to pay the extra buck too, as per a EY Future Consumer Index <a href="https://www.ey.com/en_gl/news/2022/03/ey-future-consumer-index-growing-economic-uncertainty-and-rising-costs-dent-post-pandemic-hopes">report. </a> “Consumers are choosing to make more sustainable purchases, doing what they can to preserve their environment, with 56% saying they will pay more attention to the environmental impact of their purchases and 52% committing to pay more attention to the social impact,” stated the report. Kayak also reported that 43% respondents consider sustainability as one of their main criteria for a summer holiday. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/stock-market/news/kfin-technologies-to-open-its-ipo-next-week-from-dec-19-21/articleshow/96220635.cms">KFin Technologies to open its IPO next week from Dec 19-21</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/stock-market/news/paytm-share-buyback-at-a-50-premium-could-support-the-stock-in-near-term-jp-morgan/articleshow/96220518.cms">Paytm share buyback at a 50% premium could support the stock in near term: JP Morgan</a>

Binge subtitled watching, dry dating, equity investing - Top pop culture trends of 2022

<ul><li><a href="https://www.businessinsider.in/trendsfestival" data-type="tilCustomLink">Global Trends Festival</a> is one of the world's most prestigious events which will be live from Oct 19-23.</li><li>While nobel laureates, some of the biggest political and corporate icons will provide thought leadership, it's a great platform to network with CXOs from around the world.</li><li><a href="https://www.businessinsider.in/trendsfestival" data-type="tilCustomLink">Global Trends Festival 2020</a> is presented by <a href="https://www.businessinsider.in/trendsfestival" data-type="tilCustomLink"></a><a href="https://aws.amazon.com/" data-type="tilCustomLink">AWS</a>.</li><li>Register for the Global Trends Festival <a href="https://www.businessinsider.in/trendsfestival" data-type="tilCustomLink"></a><a href="https://www.businessinsider.in/trendsform_2020.cms" data-type="tilCustomLink">here</a>.</li></ul> <keyword id="189907" type="PERSON" weightage="20" keywordseo="Sangita-Reddy">Sangita Reddy</keyword> dons many hats — from breaking the barriers in the competitive landscape to revolutionising healthcare. When she took over as the FICCI President in December last year, Sangita Reddy was preparing to drive women’s participation in the economy as it was preparing for a $5 trillion economy. Unfortunately, the global economy went into The Great Lockdown, changing all the theories of the past. Still, the youngest daughter of the legendary founder of Apollo Hospitals, Prathap Reddy, is not in unchartered waters. Apart from driving efforts from the healthcare perspective, she, along with FICCI, had devised a guideline called ‘Life After Lockdown’ as early as May. It included creating clusters for those going back to work, the creation of sick bays, and much more. Fighting against adversities and working her way up the ranks is not new to her. She worked at Apollo Hospitals right out of college, leaving a hospital administration course incomplete. And in the 90s, when she came back from the US yet again to join her father’s company, it was not in the best of financial health. Their hospital was losing money, and the networth was <a href="https://www.livemint.com/Leisure/I06PspMoWRjhFXXa0ffCUK/Sangita-Reddy-Donning-many-hats.html">‘almost wiped out.’</a> Yet, slowly with marketing and other efforts, it repaid all the loans, and now it is amongst the top hospital chains in the country. Reddy has since been actively involved in running many health campaigns about healthy eating and the hospital chain's many philanthropic initiatives. When the COVID pandemic gripped the nation, she spread awareness on plasma donation and sounded warning bells to governments and institutions to 'prepare for the next pandemic. She has also been worried about the effect Covid-19 has on the financial stability of women. “The negative impact of the pandemic has been acute on women. Women-owned businesses, largely found in areas like tourism, education, beauty, designing, are amongst the hardest-hit segments,” she told Economic Times <a href="https://economictimes.indiatimes.com/magazines/panache/focussing-on-womens-growth-will-help-economy-says-sangita-reddy/articleshow/78376730.cms?from=mdr">in an interview</a>. At the Global Trends festival, Reddy will speak on this subject of women entrepreneurs and their potential to bring about tangible change in the industry as well as society at large. SEE ALSO <a href="https://www.businessinsider.in/trendsfestival" data-type="tilCustomLink"></a><a href="https://www.businessinsider.in/business/news/watch-out-for-prajakta-koli-the-social-media-queen-at-the-global-trends-festival-2020/articleshow/78566982.cms" data-type="tilCustomLink">Watch out for Prajakta Koli, the social media queen at the Global Trends Festival 2020</a> <a href="https://www.businessinsider.in/trendsfestival" data-type="tilCustomLink"></a><a href="https://www.businessinsider.in/business/news/robert-lewandowski-named-europes-footballer-of-the-year-2019-20-will-speak-at-the-business-insider-global-trends-festival/articleshow/78540478.cms" data-type="tilCustomLink">Robert Lewandowski, named Europe’s Footballer of the Year 2019-20, will speak at the Business Insider Global Trends Festival</a> <a href="https://www.businessinsider.in/trendsfestival" data-type="tilCustomLink"></a><a href="https://www.businessinsider.in/business/news/watch-ubers-apac-head-pradeep-parameswaran-open-up-about-sustainable-mobility-for-all-at-the-global-trends-festival-2020/articleshow/78493912.cms" data-type="tilCustomLink">Watch Uber’s APAC head Pradeep Parameswaran open up about sustainable mobility for all at the Global Trends Festival 2020</a>

Watch Sangita Reddy, President, FICCI, speak about women entrepreneurship and economic leadership at the Global Trends Festival 2020

<ul><li>65% of <keyword id="11964015" type="General" weightage="80" keywordseo="Gen-Zs" source="Orion">Gen Zs</keyword> agree that content that’s personally relevant to them is more important than the content that lots of other people talk about, states YouTube. </li><li>Fandom also emerged as a popular trend in 2022, with fans actively communicating and interacting online. </li><li>The year 2022 saw multiple digital creators transition from social media to the silver screen – Prajakta Koli (Jugjugg Jeeyo) and comedian Viraj Ghelani (Govinda Naam Mera) </li><li>As per talent management company Clout Talent and YouTube, harnessing the power of communities will be integral to a creator’s growth in 2023.</li></ul>From financial advice to sex education, content on every imaginable topic is available at one’s fingertips on different digital media. But amidst this wide variety of content, personal connection and the power of community were what mattered the most in 2022. These two themes defined content in 2022 and creators who churned out material along these themes won big. Here’s a look at the trends that dominated the creator economy in 2022, and how this space will shape up in 2023. <cmsannotation type="cmsannotation" annotationid="Personal relevance &amp; connect" comment="subhead2" text="Personal relevance &amp; connect">Personal relevance &amp; connect</cmsannotation> Opting out of the ‘watercooler discourse’, 65% of Gen Zs agree that content that’s personally relevant to them is more important than the content that lots of other people talk about, states video sharing platform YouTube in its C<a href="https://kstatic.googleusercontent.com/files/5d1153725e437152c5ae6b10651c5e9f4bbb117287b8904db3fe91389277698c21a861fa4dcb6ba04780745ea97ebefed4208d9048fbd2b97af79c7e51b28b2b">ulture and Trends Report 2022.</a> Venture capital firm Kalaari Capital echoed this sentiment in <a href="https://www.kalaari.com/wp-content/uploads/2022/01/Creator-Economy-Kalaari-Capital.pdf">its Creator Economy report</a>, stating that “consumption patterns of Indians have also evolved. They want to follow people they identify with, and consume products that showcase their individuality.” As Vinay Pillai, head of talent management company Clout Talent shared with Business Insider India, “People have shifted from vlogging, DIY (do-it-yourself) content to thought-through sketch-based, informative and easily-relatable content – anything that offers connection, whether it is light-hearted comedy content, informative content, well-being content, or content that is pleasing to the eye.” <cmsannotation type="cmsannotation" annotationid="Fan communities no longer on the sidelines of entertainment" comment="subhead2" text="Fan communities no longer on the sidelines of entertainment">Fan communities no longer on the sidelines of entertainment</cmsannotation> According to YouTube, online content consumption in 2022 was dominated by communities, and soothing or comfort content. Fandom also emerged as a popular trend in 2022, with fans actively communicating and interacting online - be it the BTS ‘army’ or ‘SRKians’. Pillai also added that there’s been a sharp rise in community-led content. “Whether it's the “orange juice gang” or Viraj Ghelani’s connection with the Gujju community, we saw people loving them as a group and as one of their own,” shared Pillai. According to YouTube, fan communities are no longer a side effect of entertainment. Rather, they’re central to the entertainment experience, with 61% of Gen Zs agreeing to describe themselves as a “really big or super fan of someone or something.” Pillai also added that the fan culture has reached new heights, with a creator’s success–on any platform–being defined by the level of their engagement with the audience. “Fandom takes a creator out of their box of just creating content, to something bigger. They can enable social change, launch businesses key to their audience and aim to succeed in their new ventures,” shared Pillai. A great example of using fandom to launch new ventures is digital creator Vishnu Kaushal’s clothing and merchandise brand, <a href="https://www.peachbyvishnu.com/">Peach by Vishnu</a>, which started in 2021 and sold out four of its collections in days. <cmsannotation type="cmsannotation" annotationid="Short-form content &amp; democratisation" comment="subhead2" text="Short-form content &amp; democratisation">Short-form content &amp; democratisation</cmsannotation> As far as content format is concerned, there has been a rise in short-form content. As per YouTube, 59% of Gen Zs use short-form video apps to discover things. “With Meta’s launch of Instagram reels and YouTube’s launch of shorts, people started consuming more audio-visual short-form content. We also saw a sharp rise in ‘bored at home people’ becoming content creators. With in-app built-in features, it was easier to make content, post, and engage,” added Pillai. Former RJ and digital creator Antil Yadav echoes this sentiment, sharing with Business Insider India that since the time he started creating content (in 2015) the two big shifts have been the democratisation of content, and the affinity towards short-form content. “The democratisation of content brought in by various short-format apps changed the notion that only big publishing houses can create content. Anyone with a good story to tell can find an audience these days,” said Yadav, who goes by the <a href="https://www.instagram.com/rjkhurki/?hl=en">Instagram handle rjkhurki</a>. <cmsannotation type="cmsannotation" annotationid="RJ Karishma, Viraj Ghelani &amp; Ankur Warikoo among creators who won 2022" comment="subhead2" text="RJ Karishma, Viraj Ghelani &amp; Ankur Warikoo among creators who won 2022">RJ Karishma, Viraj Ghelani &amp; Ankur Warikoo among creators who won 2022</cmsannotation> Despite intense competition and users’ diminishing attention span, certain creators have built a loyal content base, with their reach and followers growing by leaps and bounds. Clout Talent named digital creators Karishma (also an RJ at Red FM), Viraj Ghelani, Sakshi Shivdasani, and Macwin among their top creators for 2022. “This year we’ve witnessed the fastest-growing female comedy creator, RJ Karishma; She has grown by 333% in the last year, and her every 5th reel has more than 10M views and has an average of 5M views overall,” stated Clout Talent. <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> The year 2022 also saw multiple digital creators transition from social media to the silver screen. One of India’s first successful YouTubers, Prajakta Koli starred in Dharma Productions’ Jugjugg Jeeyo in 2022. Comedian Viraj Ghelani also played a supporting role in Dharma Productions’ Govinda Naam Mera, sharing screen space with actors like Vicky Kaushal and Bhumi Pednekar. Then there is digital creator, entrepreneur, author, and YouTuber <a href="https://www.businessinsider.in/thelife/personalities/news/i-am-glad-i-fd-up-so-much-in-life-that-it-is-content-now-says-ankur-warikoo/articleshow/96282722.cms">Ankur Warikoo</a>, who has achieved the unthinkable (at least in 2022) - convincing people to read again – with his novels, Do Epic Shit and Get Epic Shit Done. Most young professionals and students look up to Warikoo as a self-help guru, because he follows the golden mantra of creating successful online content - being authentic and relatable. “I had made so many mistakes with money, my career, my biases, my relationships and as a manager that I started sharing all of that in the form of content. When I spoke about the mistakes I made in my 20s, I realised that it resonated with people between the ages of 18-24. These people wanted someone to speak to them who had gone through similar experiences. One of the reasons my content blew up was because I am old and not putting out random stuff. This was actually my life,” shared Warikoo in an exclusive interview with Business Insider India. <div type="image" title="Ankur Warikoo" msid="97086417" hostid="261"></div> As Pillai puts it, “we’ve seen people from different genres like food, finance and gaming branch out and create content about the things they know best, empowering more people to learn, just by the click of a button!” <cmsannotation type="cmsannotation" annotationid="The future is hybrid" comment="subhead2" text="The future is hybrid">The future is hybrid</cmsannotation> According to YouTube, the future of online content is in <keyword id="16107510" type="General" weightage="20" keywordseo="hybrid-creators" source="Orion">hybrid creators</keyword> or multi-platform creativity, and actively developing communities. Clout Talent’s Pillai believes the most important thing needed to make it as a content creator in the current market is a creator’s ability “to not just create content consistently around what they love the most/their passion/their skills, etc but also the ability to engage and connect with their audiences. A consistent effort to build a loyal community helps a creator sustain in this industry.” Simply put, while different songs, activities, and even creators may go viral at one point or the other, the audience, at large, is looking for personal engagement. And creators are well aware of this. Yadav also shared that “for any community to grow, two-way communication is important. Engaging with your community shows that you care about their thoughts, opinions, suggestions, or compliments.” Apart from it, YouTube believes that trends not restricted to any one digital video format or medium will define the future of content, and hybrid creators and continuously remixed trends can be expected to become the new norm. “As both watching and creating videos become part of everyday life, trending concepts are spreading fluidly across different formats and content types. As a result, how two people experience a trend may now be entirely different. Producing and consuming remixable content — often as memes — is a major way that Gen Zs and millennials participate in pop culture,” stated YouTube. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/tech/news/samsung-says-new-galaxy-ultra-will-come-with-significant-camera-upgrades-ahead-of-the-galaxy-unpacked-event/articleshow/97081164.cms">Samsung says New Galaxy Ultra will come with significant camera upgrades ahead of the Galaxy Unpacked event</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/tech/news/apple-launches-macbook-pro-and-mac-mini-with-new-m2-chipsets-in-india-price-specs-and-features/articleshow/97080949.cms">Apple launches MacBook Pro and Mac mini with new M2 chipsets in India – price, specs and features</a>

Soothing & personal content top draws for online audience in 2022 – Hybrid creators & communities to rule in 2023

The <keyword id="7642806" type="UNKNOWN" weightage="20" keywordseo="Key-Indian-equity-indices">key Indian equity indices</keyword> surged on Tuesday morning with the <keyword id="53232" type="COMPANY" weightage="20" keywordseo="BSE-sensex">BSE Sensex</keyword> gaining 400 points to trade well above the 40,000 mark. The <keyword id="2931774" type="PERSON" weightage="20" keywordseo="Nifty50">Nifty50</keyword> on <keyword id="163439" type="COMPANY" weightage="20" keywordseo="The-National-Stock-Exchange">the National Stock Exchange</keyword> (NSE) also rose over 100 points to trade near the 11,800 mark. Banking, finance and auto stocks led the sector-wide gains in the Indian market. A positive trend in the Asian markets also supported the domestic indices. Around 10.35 a.m., Sensex was at 40,158.59, higher by 401.01 points or 1.01 per cent from its previous close of 39,757.58. It opened at 39,990.75 and has so far touched an intra-day high of 40,217.27 and a low of 39,952.79 points. The Nifty50 on the National Stock Exchange was trading at 11,788.25, higher by 119.10 points or 1.02 per cent from the previous close. SEE ALSO:<a href="https://www.businessinsider.in/thelife/personalities/news/prajakta-koli-aka-mostlysane-advice-for-content-creators-on-the-fine-line-between-brand-collaborations-and-staying-honest-on-social-media/articleshow/79013162.cms" data-type="tilCustomLink"> Prajakta Koli aka MostlySane’s advice for content creators on the fine line between brand collaborations and staying honest on social media</a> <a href="https://www.businessinsider.in/stock-market/news/top-stock-movers-tata-motors-zee-entertainment-icici-bank-cadila-healthcare-sterlite-technologies-and-others/articleshow/79012842.cms" data-type="tilCustomLink">Top stock movers — Tata Motors, Zee Entertainment, ICICI Bank, Cadila Healthcare, Sterlite Technologies and others</a> <a href="https://www.businessinsider.in/international/news/india-hits-out-at-pakistan-for-taking-advantage-of-coronavirus-pandemic-to-enhance-cross-border-terrorism/articleshow/79013307.cms" data-type="tilCustomLink">India hits out at Pakistan for taking advantage of coronavirus pandemic to enhance cross-border terrorism</a>

Sensex jumps 450 points, Nifty above 11,800, bank stocks shine

<ul><li><keyword id="6354742" type="COMPANY" weightage="20" keywordseo="Flipkart">Flipkart</keyword> today announced that it has acquired the intellectual property of <keyword id="3351303" type="PERSON" weightage="20" keywordseo="Gaming-startup">gaming startup</keyword> <keyword id="3181305" type="PERSON" weightage="20" keywordseo="Mech-Mocha">Mech Mocha</keyword>.</li><li>Mech Mocha runs a <keyword id="393650" type="ORGANIZATION" weightage="20" keywordseo="Social-gaming">social gaming</keyword> platform called Hello Play.</li><li>Earlier in 2015, Flipkart had invested an undisclosed amount into Mech Mocha.</li></ul>Indian e-commerce giant Flipkart has acquired the intellectual property of gaming startup Mech Mocha. With the acquisition, Mech Mocha’s gaming team will be joining Flipkart. Mech Mocha runs a social gaming platform called Hello Play. Social gaming refers to an online game that is usually multiplayer, and is played through social media networks. Founded by Arpita Kapoor and Mohit Rangaraju in 2014, the Bengaluru-based Mech Mocha is backed by investors like Accel Partners, Blume Ventures, and Shunwei Capital. Mech Mocha also has over ten games in seven Indian local languages. The move comes from Flipkart as the e-commerce platform looks at ways to develop new and innovative formats to engage with users on its platform. “We see many first-time e-commerce users come online through formats such as video and games, as they build familiarity with the medium. Our observations of Flipkart GameZone, reflect this trend as we see a strong correlation between casual gamers becoming early shoppers on Flipkart for their digital journey. Through this transaction, we will strengthen our capabilities in the gaming domain with access to Mech Mocha's IP, games and talented team that will help us accelerate our efforts in this space,” said Prakash Sikaria, Vice-President, Flipkart. Earlier in 2015, Flipkart had <a href="https://gadgets.ndtv.com/games/features/flipkart-gets-into-the-games-business-teams-up-with-blume-to-back-mech-mocha-781373">invested</a> an undisclosed amount into Mech Mocha during the startup’s $1 million seed funding round. SEE ALSO: <a href="https://www.businessinsider.in/thelife/personalities/news/prajakta-koli-aka-mostlysane-advice-for-content-creators-on-the-fine-line-between-brand-collaborations-and-staying-honest-on-social-media/articleshow/79013162.cms">Prajakta Koli aka MostlySane’s advice for content creators on the fine line between brand collaborations and staying honest on social media</a>

Flipkart acquires gaming startup Mech Mocha as it looks to tap the social gaming space for more consumers

<ul><li>Many research studies conducted across the world show that women are more stressed and discouraged since the pandemic began as they take on an increasing amount of responsibility at home and in their careers.</li><li>The ad, media and marketing industry has a lot more women today than a decade ago. However, many drop out by the time they reach mid-management levels, primarily due to the lack of flexible hours and ever-increasing workload.</li><li>So this Women’s Day, we decided to speak to women in leadership positions about how we can make women feel welcome at workplaces. They told us how employers can support women and create a more high-trust, inclusive environment for the future.</li><li>The women leaders we spoke to believe organizations need to prioritize training more women, to prepare them for leadership roles, and this should be a part of the company’s culture.</li></ul>In the work-from-home era, the responsibility of unpaid domestic work and raising kids has fallen on Indian women more than men. This has affected their ambitions and careers, widening the gender gap at the workplace. A McKinsey report found that women around the world have been deeply affected by the COVID-19 pandemic, which has heightened the large and small inequalities—both at work and at home—that women face daily. One in four women are considering leaving the workforce or downshifting their careers versus one in five men. Women only form less than a third of the workforce in marketing, sales and less than a fifth in data analysis, and artificial intelligence, revealed a World Economic Forum’s 2020 study. Another survey by Deloitte found that 51% of women are less optimistic about their career prospects than they were before the pandemic. A lot of women who have chosen to stick to their jobs have missed out on a fair promotion or raise. A LinkedIn report shows that 85% of women in India have missed out on a raise, promotion because of their gender. Women’s careers are observed to have been more adversely affected despite increasing flexibility at work, as 68% of women and 74% of working mothers in India say it is difficult to balance career and familial responsibilities today. More than 7 in 10 women and working mothers in India also say that household responsibilities often come in their way of their career progression. As you move up in the hierarchy of the corporate world, there’s also a lack of women leaders in the upper rungs. As per Egon Zehnder Global Diversity Report 2020, women in India occupy 5% of executive chairs and 10% of non-executive chairs. The report indicates that only 11% of committee chairs are held by women, while the number stands at 27.3% globally. Having said that, the world of advertising, marketing and media has seen a lot of <keyword id="3275573" type="General" weightage="20" keywordseo="women-in-leadership-roles" source="Orion">women in leadership roles</keyword>. While we are still far from an equal man-woman ratio in the industry, it is heartening to see more and more women take the top spots. On the other hand, advertising and media are industries that hold a lot of power in shifting perceptions and mending beliefs. The advertising industry was infamous for perpetuating gender stereotypes -- from a sacrificing mother to a man being the bread-earner, the portrayal of women has remained very shallow for years. How brands depict women and their role in society has evolved today, she is independent, she has a voice and is slowly learning to care less about society’s judgement, but we haven’t taken a big leap yet. She is still a woman who is ‘aesthetically pleasing,’ fair-skinned, doesn’t come from a minority community and is a little far from real. There’s almost no progress towards including transwomen in women’s day ads or communication throughout the year. Once we achieve an equal number of gender representation inside Indian advertising agencies, media organisations and the marketing world, there will be diverse opinions in a brainstorming session, leading to better B2C communication. So this women’s day, we decided to speak to women in leadership positions about how we can make women feel welcome at workplaces. They told us how employers can support women and create a more high-trust, inclusive environment during and after the COVID-19 pandemic. Here’s what they had to say about improving equality at work: Meghana Dave - Head Marketing &amp; PR, Lamborghini India: Power v/s Purpose, women inherently are purpose-driven. The changing environment requires leadership that is driven by adaptability, agility and ambition. Today, companies need these traits to outperform competition which has to deliver in the known and unknown environment. To bring balance and speed with positivity, we need more women in the leadership role. Look at what Falguni Nayyar has done with Nykaa or Anjali Sudd has done with Vimeo. In the 21st century companies will need purpose, innovation and balance to achieve the top position, and the right time to bring women to lead the next generation of business growth. To encourage more women to join these industries by encouraging new formats of working culture or environment. Covid has challenged the traditional approach, and today work from home has become the new normal. Secondly, by promoting diversity and opening leadership positions for women and third, we can improve the pay scale and inculcate mentorship for potential women leaders. Rachna Kanwar, Chief Operating Officer, Digital Media, Radio City and Mid-Day: Women in Corporate India have taken a heavy toll during Covid 19 lockdowns. Organisations, however, rarely recognise the double effort that women have to put into their regular day, which during the pandemic, ravaged their mental and physical health. Having said that, women emerged stronger, seldom seeking ‘preferential treatment.’ Companies need to address and recognise this effort as women continue to remain underrepresented at all levels. Thankfully, in the Media industry, with the inclusion of advertising &amp; marketing, there have been plenty of examples of women super achievers acting as role models for younger women which has led to greater gender parity, but women leaders still need to play a major role in supporting and seeing to it that more leaders emerge from the shadows of doubt and stereotypes to claim their rightful places. It is heartening to see more and more women leaders at Radio City and Midday and all of us here are committed to diversity and excellence. Building a positive mindset for diversity at all levels in an organisation goes a long way in ensuring an equal workplace. Strong women leaders in the organisation act as role models for women aspiring to reach the top. They also help in providing a more empathetic environment which is required at certain delicate stages of a woman employee’s career. And lastly, they provide the much needed confidence both for the women employees and the organisation by being a case study in excellence. At Radio City, a large number of leadership positions are held by women which motivates and inspires the mid-level and entry-level women employees to dream big. Diversity has many virtues and numerous reports time and again have proved that a diverse organisation is a better organisation. Radio City was amongst ‘India’s Best Workplaces for Women in 2019.’ Additionally, in 2020, Radio City ranked 4th in ‘Best Large Workplaces in Asia’, according to the GPTW survey. Jyotsna Uttamchandani, Executive Director, Syska Group: I think what is happening is we are definitely attracting more women, but are unable to retain them. The industry also needs to take steps to stop showcasing and representing women in stereotypical ways. The truth is women need to start taking credit for their work, brag and self-promote. What men need to understand is with diversity creativity and innovation only booms. I personally feel advertising, media and marketing industries are more unstructured, and there is no one to help you climb that ladder. You will have to do it yourself. More so we need more women, to help support and mentor other women. I think to be a safe and inclusive environment, we really need to listen to our employees. I have always said that my employees are my first customers. Goals and expectations need to be set mutually, team members need to appreciate each other and there has to be a certain level of trust within the team. Megha Agarwal, CXO-Growth, Meesho: In my last 12 years of working, I have seen many smart women entering the workforce but also taking a step back and stepping out, especially at two pivotal points – marriage and motherhood. The societal maxim is such that it places higher expectations on women, compelling them to juggle many roles – wife, mother, primary caregiver among others. What is imperative is to create support structures that empower them to strike the perfect balance between personal and professional commitments. An example on this front could be Meesho’s recent boundaryless workplace model, enabling people to work from home/ anywhere so that it gives flexibility to facilitate adjustments. Additionally, we, as employers, also need to make a perception shift towards sabbaticals taken by women to rear children. These vital steps could be further bolstered by initiatives aimed to ease their comeback into the workforce again. The responsibility lies with us to act as change agents to create the change we aspire to see. Pragya Misra, Public Affairs Director at Truecaller: I have always believed that empathy, freedom to be authentic and listening are critical to building a work environment that promotes equality. This begins with introducing diversity in the leadership so that the perspectives and related challenges of different employee profiles can be properly understood and addressed. Finally, implementing flexible policies, promoting healthy and non-late work hours, having industry standard pay scale and having actionable punishments (and transparency) in place for any intolerant offenses are some of the other measures that can be put into place to ensure a safe and equal work environment. At Truecaller, being respectful, celebrating diversity and equality in the workplace is deeply set in our values as a company. We continue to make communication safer through our spam blocking, scam and fraud alerts, this principle of safety reflects in our workplace through our employee policies. The inability to feel safe in both offline and online spaces adversely impacts women’s confidence and hinders their ability to grow and thrive. This year we are urging people to #CallitOut and report harassment to the authorities when you see or experience it. We are bringing together all the key stakeholders like government, law enforcement, civil society, mental health experts, lawyers and survivors to work collaboratively to improve the safety of women and continue our 5 year long effort to minimise harassment. This year, we want to create an environment that allows women to feel safe in society, their workplace and in their online communication. Kanika Mittal, Large Customer Solutions, Lead at Twitter India: I strongly believe that a leader is only as good as his/her team &amp; therefore our path starts with building a team that looks like the amazing people of all backgrounds and abilities who use our service every day. At Twitter, we're on a journey to become the world's most inclusive, diverse, equitable, and accessible tech company — it's key to serving the public conversation. For Inclusion &amp; Diversity strategies to have an impact, leaders along with companies need to ensure that they are tackling systemic challenges and also impacting and nurturing inclusive behavior amongst the team. This requires adapting a new way of thinking and making the right decisions such as becoming more distributed, empowering women employees to share and leverage their unique perspectives and experiences for growth and opportunities. Collectively we’ve got work to do to build a truly inclusive culture across the industry. We’ve made steady progress, and as industry our work doesn’t end <a href="https://twitter.com/hashtag/UntilWeAllBelong?src=hashtag_click">#UntilWeAllBelong</a>. Anika Wadhera, Head of Digital Marketing, Sirona: A supportive work environment is one in which each and every employee can discuss job-related difficulties in confidence and without fear of backlash. Actively showing appreciation to the staff, and encouraging them to exhibit appreciation for each other, is an easy and gratifying way to establish a great working atmosphere. Employees, both male and female, should be taught about ethical behavior and how to create a culture that supports everyone's safety. Although enforcing policies and holding instructional sessions are beneficial, a process or system that promotes power equality in the business can be implemented, reducing the number of unpleasant experiences. My advice to all wonderful women around me will be to ’Take a stand for yourself &amp; be vocal. The world is your oyster.’ We as 21st-century women should focus on creating a network; it may be one of the most powerful factors in our career at any level, whether one is a fresher or a senior leader, just network, network &amp; network. Shradha Agarwal, COO &amp; Strategy Head, Grapes: Women at leadership roles play a very crucial role in the comprehensive growth and development of any organization. They are the true manifestation of sustainable growth. A woman inherently is nurturing and being in a leadership position helps her in cultivating an inclusive work culture with diversity at the core of the organizational structure. This diversity is the precursor of diverse ideas that stimulates creativity and champions for more quality in business operations. Women have a warm and welcoming disposition which enables the organization to develop a much stronger bond and connect with their customers. In any workforce, the major loophole at the very base level is the lack of proper guidance to define the roles and duties to be fulfilled by a person. In order to help them realize their true potential, it is important to first connect with the people. By putting themselves in other’s shoes it becomes easier to understand the situation better and provide a relatable solution. As developing a connection and affinity for people comes naturally to women, in leadership positions they are better able to relate with and understand the pain of their teammates. To get women to join the advertising and marketing industry the mantra is very simple, just make them feel they are making ads for themselves. As women are better listeners and good storytellers, one needs to harness these qualities of women to motivate them to pursue a career in this field. They are better adept at giving a diverse perspective and drawing holistic pictures to a narration. Advertising and marketing is not about selling products, it goes way beyond and is about telling the right story. It is about connecting with the brand rather than the product as the products can be replaced but the brand remains constant. And women love and enjoy such jobs, it is just that we need to tap on this quality of women. Sowmya Iyer, Founder and CEO of DVio Digital: Women have faced more significant economic hardships through the pandemic - disproportionately losing jobs and income. A recent report by LinkedIn shows how Covid-19 has impacted women’s careers. About 85% of women in India have missed out on a promotion because of their gender. Despite the increase in flexibility at work, women’s careers are observed to have been more adversely affected. So, it is safe to say that we are far away from building an inclusive environment for employees of all gender spectrum. Company policies will have to be redefined and relooked at to give women space to work, grow, and balance their careers and Homes. DViO Digital, is an equal opportunity provider. We work towards hiring and promoting our employees based on their merit and not just gender. Our current workforce has a fair divide of 55:45 women to men ratio; a similar trend can be seen in our leadership team, which has a 60:40 ratio (60% women and 40% men), which is not by design but by default. Hence it is safe to say that women are naturally inclined towards the advertising and marketing industry. Tanya Bami - Series Head, Netflix India: The representation of women in entertainment has been increasing with the times and we couldn’t be happier! At Netflix, we are focussed on entertaining the world with authentic stories that are a true reflection of our times and society. Be it Delhi Crime, Aranyak, Masaba Masaba, Yeh Kaali Kaali Ankhein, or our latest series The Fame Game, the characters can be determined, driven, fabulous or flawed.” •Since the beginning of 2020, we have collaborated with over 2400 women creators, talent, and crew on and off screen in India. •Half (15) of our original films and series in 2021 had a woman as the central character. • Netflix has 15+ female forward titles already announced for 2022. Apart from the already released Yeh Kaali Kaali Ankhein, Looop Lapeta and The Fame Game, the upcoming titles include Mai, Monica, O My Darling, Masaba Masaba Season 2, Mismatched Season 2, She Season 2, Fabulous Lives of Bollywood Wives Season 2, The Fame Game, Qala, Plan A Plan B, Khufiya, among others. •In 2021 Netflix worked with nearly 50 women producers, directors or writers (25 women producers and directors + 23 women writers - 2X the women writers in 2020. •In addition, Netflix has worked with incredible women standup comics- Rytasha Rathore, Urooj Ashfaq, Prashasti Singh, Prajakta Koli, Sumukhi Suresh, Mallika Dua, Kaneez Surka and Sumaira Shaikh. •Inclusivity also extends internally to all of us at Netflix as women make up 51.7% of our global workforce, up from 48.7% in 2020. This includes 6.9% growth of women directors and above, totalling 51.1%. Aditi Shrivastava, CEO &amp; Co-Founder, Pocket Aces: It all starts from the top. If there is equality in the mind, it will automatically trickle down to every level within the organization. A few key base rules I always keep in mind: ● Think in terms of equity (not stock options in this case, but what is required to get people to the same level) rather than equality (i.e. providing the exact opportunities to each person) ● Be a true meritocracy ● Even in the most equal households, women are often expected to be the primary caretaker of children or parents, so keep that in mind ● Don’t forget to groom young female talent in the company right from the go by increasing their confidence levels and encouraging them to not be ambivalent about their ambitions and dreams ● Discourage even mildly offensive loose talk / jokes at the workplace ● Have a strong POSH committee in place ● Encourage older male employees / leaders to unlearn from previous “male club” workplaces and see the value their female counterparts can add Overall, be conscious about gender diversity and equity. It won’t happen by chance.

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