New Delhi, Homegrown consumer electronics brand boAt has announced that Bollywood actor <keyword id="19921973" type="General" weightage="20" keywordseo="ranveer-singh" source="keywords">Ranveer Singh</keyword> invested an undisclosed amount in the company, becoming a key stakeholder in its future. As part of the deal, he has been signed on as the official face of boAt's audio products and will be the star of their immersive new campaign, 'Lost in <keyword id="19907242" type="General" weightage="20" keywordseo="nirvana" source="keywords">Nirvana</keyword>'. "His investment and strategic involvement validate our mission to revolutionise the audio experience in India. Together, we'll push boundaries, redefine sound, and create a community that thrives on passion and innovation," <keyword id="20199314" type="General" weightage="20" keywordseo="aman-gupta" source="keywords">Aman Gupta</keyword>, Co-founder, and CMO of boAt, said in a statement. According to the company, this partnership sets the stage for Singh's pivotal role in boAt's upcoming campaign for 'Nirvana series' boAt's sub-brand offering premium &amp; superior audio products, which includes <keyword id="19964109" type="General" weightage="20" keywordseo="tws" source="keywords">TWS</keyword> and headphones crafted for the ultimate listening experience. "boAt's commitment to best-in-class sound and youth connect resonates deeply with me. Investing in their journey is more than just a financial decision; it's about co-creating a revolution. Get ready for boAt to amplify the sound of India like never before!," said Singh. The 'Lost in Nirvana' campaign features captivating ad films that invite viewers to experience the Nirvana range's exceptional features, such as an impressive 120 hours of battery life, boAt signature sound, and cutting-edge Active <keyword id="20411802" type="General" weightage="20" keywordseo="noise-canceling" source="keywords">Noise Canceling</keyword> technology, the company mentioned.

Bollywood actor Ranveer Singh invests in consumer electronics brand boAt

<ul><li><keyword id="106133" type="General" weightage="20" keywordseo="ranveer-singh" source="Orion">Ranveer Singh</keyword> is the first Bollywood actor to be <keyword id="84528" type="General" weightage="20" keywordseo="national-basketball-association" source="Orion">National Basketball Association</keyword>'s brand ambassador for India.</li><li>He will be engaging with Indian NBA fans. </li></ul>The National Basketball Association (NBA) today named Bollywood superstar Ranveer Singh the <keyword id="12209065" type="General" weightage="20" keywordseo="nba-brand-ambassador" source="Orion">NBA Brand Ambassador</keyword> for India. In this capacity, Singh will work with the NBA to help grow the league’s profile in India throughout its landmark 75th Anniversary Season in 2021-22. Over the course of the season, Singh will participate in a number of league initiatives that will be featured on NBA India’s and his personal social media accounts. Singh will attend NBA All-Star 2022 in Cleveland, where he will post behind-the-scenes social media content and meet NBA players and legends. Singh previously attended NBA All-Star 2016 in Toronto, where he sat courtside at the NBA All-Star Game. Singh will also be featured on NBA Style, a new lifestyle-focused Instagram account for fans in India that showcases the convergence of the NBA and popular culture. “NBA Style” serves as a destination for fans in India to immerse themselves in the many ways that the league and its players influence and are influenced by music, style, art and entertainment. The new account also spotlights a wide range of local personalities and their contributions to both NBA and popular culture. “I have loved basketball and the NBA since my childhood and have always been fascinated with its influence on popular culture, including music, fashion and entertainment,” said Singh. “With the NBA tipping off its 75th season celebrations, there couldn’t have been a better time to join forces with the league and support their efforts to grow basketball in the country.” “We are thrilled to welcome Ranveer Singh as NBA brand ambassador for India ahead of what promises to be a memorable 75th Anniversary Season,” said NBA Deputy Commissioner and Chief Operating Officer Mark Tatum. “A Bollywood icon and one of the most celebrated actors of his generation, Ranveer is also a dedicated NBA fan who is passionate about the league and its players. We’re excited to work with Ranveer to engage with fans in India and around the world on a variety of platforms.” “Ranveer is an ideal ambassador to headline the launch of NBA Style, our new Instagram handle that explores the intersection of basketball and culture,” said NBA Asia Executive Vice President and Managing Director Scott Levy. “Art, fashion and entertainment are part of the fabric of India, and with Ranveer’s help, NBA Style will contribute to the cultural landscape and showcase how the league and its players have been shaped by and influence culture.” A native of Mumbai, Singh has appeared in several critically acclaimed movies and is the recipient of multiple prestigious awards.

Ranveer Singh named National Basketball Association's brand ambassador for India

<ul><li><keyword id="146847" type="COMPANY" weightage="20" keywordseo="mankind-Pharma">Mankind Pharma</keyword> signs Anil Kapoor and <keyword id="106133" type="PERSON" weightage="20" keywordseo="Ranveer-Singh">Ranveer Singh</keyword>.</li><li>The Bollywood stars would represent Health OK, multivitamin and mineral tablets.</li></ul>Mankind Pharma has expanded its OTC range of products. Since 2013, ‘Health OK’, a multivitamin tablet, has been a part of the drug category and has now been incorporated in the OTC category as a food supplement. To intensify and spread awareness around its OTC products; the age-defying Anil Kapoor and youth’s star Ranveer Singh, have come together in one single frame to spread the message of a healthy and energetic lifestyle. ‘Health OK’, multivitamin and mineral tablets, that help cope up with modern lifestyles problems, with its unique formulations of Natural Ginseng and Taurine for maintaining energy, 20 multivitamin and minerals for improving overall health and Vitamin C, D and Zinc, for building Immunity. Due to the fast-paced life cycle, people tend to ignore their health by skipping meals, and thus look for convenient and unhealthy eating habits leading to regular tiredness, fatigue and weakness- which are signs of lack of macro and micronutrients, hence, resulting in low energy and deteriorating overall health. Studies have revealed that multivitamins are consumed for mainly two reasons, overall fitness and health and to keep up the energy levels in today’s hectic lifestyle. The combination is a deadly one as no one is better than Anil Kapoor, who is the epitome of a healthy lifestyle and Ranveer Singh, known for his super-energetic persona, to endorse Health OK. <div type="twitter" handle="mankindhealthok" handlename="Mankind Health Ok" image="http://pbs.twimg.com/profile_images/1374270091353722887/9U_C8UX7_normal.jpg" favoritecount="44" retweetcount="23" status="A hectic lifestyle leadsto low immunity levels and everdeteriorating energy. With unique formulations ofnatural… https://t.co/xdYV7yeOaK" createdat="1617088280000" id="1376794151883132929"></div> The TVC campaign showcases Anil Kapoor and Ranveer Singh working in an office with back-to-back work leading to a hectic schedule for both. The surprising element is that their level of energy remains constant throughout the day. Towards the end of the video, the duo reveals 'Health OK' as their secret of energy and fitness. To further promote the product, strengthen its presence and amplify awareness, the brand has adopted 360 degree integrated campaign across all platforms like Print, TV and Digital and OOH. Speaking on the association, brand ambassador Anil Kapoor said, “I am delighted to associate with a brand like Mankind Pharma who has been working effectively in making India a self-reliant country. With the new product launch, I am excited to represent Health OK to reach the masses.” Commenting on the association, brand ambassador Ranveer Singh said, “I am excited to be a part of the brand’s endeavour and extend my support to the brand's vision. In our hectic lifestyle, we tend to forget about the vitamins and minerals that our body requires. I am sure that people will benefit immensely from this new product by Health Ok. I look forward to being a part of their growth journey.” Talking about the launch of the new brand category, Joy Chatterjee, General Manager, Sales and Marketing Mankind Pharma, said, “The reason behind including ‘Health OK’ in the OTC segment was mainly because nowadays the hectic lifestyles that people live, they frequently face issues related to low energy, tiredness and fatigue. Our plan to expand our OTC category has been strategically thought out as we constantly strive to provide solutions to our target consumers to better their lifestyle issues. In the near future, we have rigours plans to strengthen the overall category with existing brands, and additionally expand the products portfolio. Having on-boarded two Mega Superstars, Anil Kapoor and Ranveer Singh will help us further strengthen and build the awareness for this category.” The decision has come at a time when the country is grappling with the COVID-19 pandemic and there is an increased focus on preventive healthcare. Factors such as rising health conditions, changing diets and eating habits have led to an uprising demand in the market. The brand is fully committed to satisfy the aspiring needs and help consumers to get the best quality products.

Mankind Pharma onboards Anil Kapoor and Ranveer Singh as brand ambassadors to focus more on OTC range of products

<ul><li>The football icon has signed an agreement with the edtech company to promote the cause of equitable education. </li><li>Football has roughly 3.5 billion fans worldwide, and <keyword id="704" type="General" weightage="80" keywordseo="lionel-messi" source="Orion">Lionel Messi</keyword> has a social media following of nearly 450 million. </li><li>With this social initiative, the company aims to make education accessible, equitable, and affordable for all on a global level.</li></ul>Edtech platform BYJU’s on Friday said that global sports icon Lionel <keyword id="6355806" type="General" weightage="100" keywordseo="messi" source="Orion">Messi</keyword> had become the first global brand ambassador for its social impact arm ‘<keyword id="56156" type="General" weightage="20" keywordseo="Education-for-all" source="Orion">Education for all</keyword>’. Football icon Messi, who plays for Paris Saint-Germain and captains the Argentinian football team, signed an agreement with the edtech company to promote the cause of equitable education, the company said. “He (Messi) is a once-in-a-generation talent whose pursuit of excellence, all-in mentality, humility, and reliability resonate deeply with BYJU’S brand values. I am sure this partnership will inspire millions of people around the world to dream bigger and learn better,” said <keyword id="5563078" type="General" weightage="50" keywordseo="divya-gokulnath" source="Orion">Divya Gokulnath</keyword>, co-founder of BYJU’S. Football has roughly 3.5 billion fans worldwide, and Lionel Messi has a social media following of nearly 450 million. “I chose to partner with BYJU’S because their mission to make everyone fall in love with learning perfectly aligns with my values. High-quality education changes lives, and BYJU’S has transformed the career paths of millions of students worldwide. I hope to inspire young learners to reach and remain at the top,” said Messi. With this social initiative, the company aims to make education accessible, equitable, and affordable for all on a global level. Earlier this year, the company also became the official sponsor of the FIFA World Cup 2022 in Qatar. <div type="Article" hostid="261" msid="94834320" title="The many troubles at BYJU’s that goes beyond the recent layoffs" mstype="2" mssubtype="0"></div> “The long-term engagement, which begins as Lionel Messi embarks on his final campaign to win the FIFA World Cup 2022 as captain of Argentina’s national football team, will see him feature in campaigns promoting BYJU’S Education For All,” the company said in a statement. The edtech company believes that Messi will be an ideal mentor for hundreds of millions of young people around the world through his unwavering work ethic, study of the game, and love for learning. This trend of roping in big stars as brand faces is not only limited to BYJU’s. E-commerce platforms too relied on big Bollywood stars like Ranveer Singh and Deepika Padukone (for Meesho); Ranbir Kapoor and Alia Bhatt (for Flipkart) for their new campaigns. Beauty startup brand Nykaa too has celebrity brand ambassadors who are investors too — like Bollywood actresses Katrina Kaif and Alia Bhatt. Kaif was also present at the listing ceremony of Nykaa along with founder Falguni Nayyar, as a business partner. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/science/health/news/a-new-study-reveals-pistachios-are-an-antioxidant-powerhouse/articleshow/95295445.cms">A new study reveals Pistachios are an antioxidant powerhouse</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/international/news/bank-of-england-warns-of-longest-recession-in-100-yrs/articleshow/95294929.cms">Bank of England warns of longest recession in 100 yrs</a>

Football icon Lionel Messi is global brand ambassador for Byju’s ‘Education for all’ social initiative

<img class="gwt-Image" src="/photo/48452645.cms" style="width: 800px; height: 600px;" /> 
Due to the markets being constantly bombarded with new brands day in and out, making an informed choice regarding what to buy has become more strenuous than deciding what shoes would go with a particular outfit. 
 
In this rather overbearing cycle, what makes one brand score over the other is not fancy packaging, difficult-to-pronounce names or its offers, but instead, sealing the deal is ‘effective <a href="http://www.businessinsider.in/Heres-Why-Native-Advertising-Will-Rescue-The-Mobile-Advertising-Industry/articleshow/24710678.cms">advertising</a>.’ 
 
The same run-of-the mill TV advert with big names or half-hearted proclamations in newspapers don’t cut it any longer and the fact that almost all <a href="http://www.businessinsider.in/Series-Decoding-Branding-Vis-Vis-AdvertisingPart-1/articleshow/46173506.cms">brands</a> are yet to come in terms with this revelation is saddening. 
 
As a result, we are left with clichéd ads preaching how spraying a particular brand of deodorant can make you a hero from a zero replete with being rewarded with an army of girls or a mango drink spurring a ‘Can you look as attractive as Katrina Kaif while drinking this?’ debate. 
 
As, Kennith Rosario, a 21-year old consumer, puts it, for any brand to convert an audience into a loyal set of consumers, it needs to communicate well. “Any brand that can successfully get its consumer to interact with it invariably has a much long-lasting relationship with the consumer. One-way communication is as good as no communication.” 
 
And, that precisely explains what <a href="http://www.businessinsider.in/AD-OF-THE-DAY-This-Durex-Commercial-Will-Remind-You-To-Never-Reproduce/articleshow/21668868.cms">Durex</a>, the popular condom brand has being doing since times immemorial. Breaking the traditional definition of ‘<keyword id="35666" type="COMPANY" weightage="80" keywordseo="advertising">advertising</keyword>’, <keyword id="270570" type="COMPANY" weightage="80" keywordseo="Durex">Durex</keyword> is known to go all out to make a point, subtly but sarcastically. 
 
Recently, on the occasion of <a href="http://www.businessinsider.in/Singapore-Airlines-Really-Does-Have-The-Best-Economy-Seats-In-The-World/articleshow/21278374.cms">Singapore’s</a> SG50 celebrations which marked the country’s 50th year of Independence, Durex upped its game by attempting a tongue-in-cheek advertisement which I’m sure no brand or consumer could foresee. 
 
It issued a public apology in a national newspaper claiming responsibility for the declining birth rate in the country and confessing how good their condoms are at what they do. It further went on to urge Singaporeans to focus on ‘making love’ their priority for celebrating SG50 and not use their ridiculously ‘efficient’ products. 
 
According to World Bank data, the average <a href="http://www.businessinsider.in/Birth-rates-and-unemployment-rates-are-closely-related/articleshow/47236835.cms">birth-rate</a> in <keyword id="6356662" type="COUNTRY" weightage="80" keywordseo="Singapore">Singapore</keyword> is 1.2 per woman, almost half of neighbouring Malaysia's birth-rate. It thus asked citizens to embrace prosperity anew in its Golden Jubilee year measured by ‘diapers and baby strollers.’ 
 
<img class="gwt-Image" src="/photo/48452648.cms" style="width: 800px; height: 600px;" /> 
 
The ad read something like this: 
 
An Apology 
 
To all Singaporeans, Durex would like to humbly apologise. 
Over the past 50 years, while the Singapore economy has been moving rapidly upwards, the country's birth rate has been spiraling down at an alarming speed. 
It has now come to our attention that we may in fact be part of the problem. 
Durex has always focused strongly on the needs of our customers. As a result, the efficacy and convenience of our products have increased confidence markedly amongst consumers. 
But according to our latest research, it is this very confidence that may have hastened the decline of the birth rate. 
We would like to assure the public that this was never our intention. And in light of this new information, we would like to offer our sincerest apologies 
After a process of rigorous self-examination, we now feel compelled to take action. Hence, on August 9, we would urge all committed and loving married couples to forgo our contraceptive products in honour of this year's SG50 celebrations. 
With your help and support, we can rectify this unfortunate situation. 
This is a chance for Singapore to embrace prosperity anew in its Golden Jubilee year. A prosperity not measured in dollars and cents, but in diapers and baby strollers. 
Go ahead, Singapore. Make love your priority this SG50. 
Love, Sex, 
Durex 
 This hilarious advert, laden with witty self-praises immediately went viral, cutting across social networking sites to elicit one common response; sheer disbelief, at how clever the marketing strategy was. Social media immediately deemed it as the 'greatest <keyword id="2148949" type="UNKNOWN" weightage="80" keywordseo="apology-letter">apology letter</keyword> of all time.' 
 
You could almost hear the complaints of the keypads of every laptop, computer and mobile phones being abused to share the brilliance of that ad. 
 
Apart from garnering a lot of laughs, the Durex advertisement was filled with lessons for every other brand trying to conceptualize a marketing strategy. 
 
First and foremost, Durex showed how important it is to piggyback on topical events. The success of this ad could be partly attributed to having the attention and access of the large audience, courtesy Singapore’s 50th year celebrations. 
 
Secondly, it highlighted how advertising doesn’t have to be traditional, in-your-face or boring. The race for advertising space makes it imperative that brands have a novelty factor be it with hilarious copy or out-of-the box execution. 
 
And, lastly the ad gave a testimony to the fact that all it takes for a successful strategy is winning the audience’s approval. 
 
However, this is not the first time Team Durex has had us in splits with their out-of-the-box marketing ideas. Here are some of the previous advertising gems doled out by the brand: 
 
 
When it asked users to celebrate the ‘end of the world’ with it 
 
<img class="gwt-Image" src="/photo/48452650.cms" style="width: 800px; height: 600px;" /> 
 
When it showed us that size really matters 
 
<img class="gwt-Image" src="/photo/48452654.cms" style="height: 600px; width: 800px;" /> 
 
When it displayed how seriously it takes the concept of ‘No exits’ 
 
<img class="gwt-Image" src="/photo/48452661.cms" style="width: 800px; height: 600px;" /> 
 
And, when it got <keyword id="106133" type="PERSON" weightage="80" keywordseo="Ranveer-Singh">Ranveer Singh</keyword> to tell us to #DoTheRex! 
 
<iframe allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/QD9qWh5_wfo?list=PLXOSJ6mRTDYP8EyrKbQxwAi9exzsAKEkv" width="560"></iframe> 
 
 
Image credit: www.creativeguerillamarketing.com

We're sorry our products are so good: Why Durex emerges as the King of Advertising

<ul><li><keyword id="2058" type="PERSON" weightage="20" keywordseo="Malaika-Arora">Malaika Arora</keyword> recently joined Jennifer Lopez and Alex Rodriguez to invest in Indian yoga startup Sarva. </li><li>Arora is also an investor and Style Editor for retail startup The Label Life. </li><li><keyword id="143" type="CITY" weightage="20" keywordseo="Bollywood">Bollywood</keyword> <keyword id="6412373" type="UNKNOWN" weightage="20" keywordseo="celebrities">celebrities</keyword> like Priyanka Chopra, Deepika Padukone, Ranveer Singh, Hrithik Roshan among others have been investing, collaborating with Indian <keyword id="6362513" type="UNKNOWN" weightage="20" keywordseo="startups">startups</keyword>. </li></ul>Indian startups always had glitz, but now they have glamour too. Bollywood celebrities are lining up to invest in new-age companies. Priyanka Chopra, Deepika Padukone, Ranveer Singh, Hrithik Roshan are some of the many popular investors that startups have attracted. But Malaika Arora has been a part of this club since 2012. This fashionista has been involved with online premium retail startup – The Label Life, which offers high-end clothing, accessories and home decor and also features works of designers like Payal Singhal, Nikhil Thampi, Narendra Kumar, Malini Ramani, among others. Arora made news again earlier in May when she joined global stars like Jennifer Lopez and Alex Rodriguez to invest in an Indian yoga fitness chain startup, Sarva. Investing in passion In an interview with Business Insider, Arora talks about how her investments are linked to things she’s passionate about, and she’s not just ‘another’ investor. Arora was introduced to the startup world in 2012 after she identified it as an opportunity early on. “For me, or for anybody, opportunities are presented to you in life. And, some of them you have to grab with both hands. The kind of business that I am in, it allows me to pursue a whole host of other opportunities as well,” said Arora, referring to her main career as an actor. Arora however admits that when she started her journey with The Label Life, she didn’t have too much knowledge or information on the online industry. “I had no clue about the online space. I liked what was presented to me. Also somewhere you’ve got to follow your gut, assess the potential of the business and go ahead,” said the Bollywood star. Today, The Label Life also has offline retail stores in Mumbai, Delhi, Chandigarh among others. ‘Reflection of me’ Her latest investment has been in Indian yoga startup Sarva, a chain of yoga and fitness studios, which also boasts of pop singer and actor Jennifer Lopez and fiance and baseball legend Alex Rodriguez as co-investors. Sarva, which is building a burgeoning digital community, is currently present in over 91 studios clustering in Delhi, Mumbai and Bengaluru along with other Indian cities. It also recently partnered with OYO Hotel &amp; Homes to set up wellness studios in select properties. Arora’s association with Sarva founder Sarvesh Shashi began with the establishment of the Diva Yoga centres in 2018. “It made me so interested in what Sarva has to offer because it was about something that I already feel connected with, believe in, that is a reflection of me,” she said. Sarva’s move to help yoga and fitness reach out to many more people by introducing digital classes, was another factor that convinced Arora of the partnership. “With Diva Yoga what we are doing is absolute tangible studios. In the digital space, we can connect you with yoga and guided meditation from the comfort of your home at very affordable prices. It seemed like the perfect marriage,” said Arora. Arora has been one of India’s biggest fitness icons, and endorses multiple brands that revolve around health and wellness. But when it comes to her investments, Arora believes it’s an opportunity where she can be more than just a face. “I get a chance to endorse a dime and dozen other things in my life and I do that purely as a face. This goes way beyond just an endorsement,” she said. See Also: <a href="https://www.businessinsider.in/gully-boy-star-ranveer-singh-launches-incink-a-record-label-for-independent-indian-musicians/articleshow/68627830.cms">Bollywood star Ranveer Singh launches an independent record label amid India’s new love for hip-hop</a> <a href="https://www.businessinsider.in/baahubali-star-rana-daggubati-takes-indians-back-to-their-childhood-with-amar-chitra-katha-alive/articleshow/68879483.cms">This Baahubali star has a 10,000 square feet space to experience robotics, maths, and mythology</a>

INTERVIEW: Why Bollywood celeb Malaika Arora doesn’t want to be just a ‘face’ for her startup investments

<ul><li>While no decision has been made yet by the Government to ban Cryptocurrency platforms and their ads yet, if banned in the ongoing winter session in the parliament, it is likely to have a larger impact on India’s advertising sector.</li><li>Here’s a look back at how much Cryptocurrency platforms contributed to ad revenue pie from January to November 2021, as per TAM AdEx.</li></ul>A <a href="http://loksabhadocs.nic.in/bull2mk/2021/23.11.21.pdf">proposed </a>bill in India indicates that the government is mulling over introducing a facilitative framework for the creation of an official digital currency to be issued by the Reserve Bank of India. The Bill also seeks to prohibit all private cryptocurrencies in India, however, it allows for certain exceptions to promote the underlying technology of cryptocurrency and its uses. This uncertainty has already caused price declines on the local exchanges and crypto advertisers have decided to take it slow until the next hearing. While Union Finance Minister Nirmala Sitharaman had said that no decision has been taken on banning crypto advertisements, there is a new Bill in the making, which implies there will be stringent policies in place. FM Sitharaman further said that the new Bill will take into account the rapidly changing dimensions in the virtual currency space. She had also mentioned that it will be presented to the Cabinet and introduced in the Parliament during the ongoing winter session. Until the next hearing, crypto platforms have either halted or slowed their advertising activities, which is likely to impact advertising revenue collection. As per exclusive data shared by TAM AdEx with Advertising and Media Insider, there was a spike in cryptocurrency-related digital advertisements by 36 times between Jan to Nov 2021. Due to the festive season and IPL 2021, crypto platforms were at their peak during October. The month of Diwali, which was October this year, nearly had a 30% share of the category and it took a dip by 6% in November 2021, whereas on television, there wasn’t a single ad from Crypto platforms in 2020. <img src="https://lh4.googleusercontent.com/Ik_HK8Uh6WJvXROZm9WtseShfMwNcgNhuFne1SHPaN9WLDQpeRcE0_EWLOnsYRndBhiB5Xy7FRk3ovhEc5jSqo9ZVCuM_oOhB2z_rnYK5VraNNdFh1sBIfeOMoNpbKe0-O8iuRxx" /> In 2021, television has seen 33.4 hours of advertising from Crypto platforms. The festive season proved to be bountiful for television too as October had more than 75% share of Crypto platforms, up from 2% in June and 23% in September. More than 85% of cryptocurrency advertisements were on Sports channels, with the rest appearing on News channels, GEC stations, and Movies channels. Cricket was the most popular genre amongst all, with 84% of <keyword id="6376163" type="General" weightage="20" keywordseo="cryptocurrency-advertising" source="Orion">cryptocurrency advertising</keyword> airing in Y 2021. <img src="https://lh6.googleusercontent.com/_N512h4e_xIobdKP6gLf2ACrzIZaFK7EDg-ED9ErCCXiYqaqiH8gvL-_Ax9wMArAazwA6vSmuhLixSjmphf5Oa5f09PLqbWrJbUXjW6C5eNoXVPPi4RFnHGiAmoAeCj_gI_R2e6q" /> Ad insertions of cryptocurrency grew from 0.01% share in overall Digital advertising during Jan-Nov'20 to 0.27% in Jan-Nov'21, indicating that the competition is getting intense and there’s a wider consumer base for brands to woo now. Simultaneously, the count of advertisers grew fivefold from 15 in Jan-Nov'20 to 59 in Jan-Nov'21 on digital mediums, revealed TAM AdEx. <keyword id="10245463" type="General" weightage="20" keywordseo="CoinSwitch-Kuber" source="Orion">CoinSwitch Kuber</keyword> had the lion’s share of 44% in digital crypto advertising from Jan to Nov, followed by <keyword id="12656736" type="General" weightage="20" keywordseo="coinswitch-co" source="Orion">CoinSwitch.Co</keyword> at 18% and <keyword id="6416838" type="General" weightage="20" keywordseo="coindcx" source="Orion">CoinDCX</keyword> at 18%. <keyword id="6672551" type="General" weightage="20" keywordseo="wazirx" source="Orion">Wazirx</keyword> and Zebpay had 8% and 6% share respectively in digital advertising<img src="https://lh4.googleusercontent.com/fGdzQTsTsLwWg3u2oHFo2ds6vMq1H69n5TweTvfGEHKIqVIqZgDJgs7OP12bN4QHbrNlNa4ZQgzHhYZZQx42w_XKXYvjTLOevqYDuIzZDQrIsK6ZHzt8kwGYPC2JFDyNRzoJSasr" /> Between Jan to Oct, CoinSwitch Kuber had the biggest share of 58% on television too, followed by CoinDCX at 36%, Zebpay at 5% and WazirX at 1%. Prime Minister Narendra Modi in the meeting conducted on November 13 had reviewed key issues concerning cryptocurrency. He had discussed misleading, non-transparent advertising practices. It was also discussed that unregulated crypto markets should not become avenues for money laundering and terror financing. In the past few months, we have seen a lot of high decibel campaigns from a lot of crypto players including WazirX, CoinSwitch Kuber, CoinDCX, Zebpay to name a few. Many of the platforms have used prominent faces like Ranveer Singh, Kunaal Kapoor Roy, Vishnu Kaushal to woo young consumers. A lot of people have been speaking about the risks of investing in the currency without fully understanding how the crypto ecosystem works. The government’s move therefore could help bring about more transparency and accountability into the ecosystem.

CoinSwitch Kuber, CoinDCX and WazirX were the top crypto advertisers on digital mediums this year: Report

<ul><li>Reckitt’s Durex has launched its first-ever product innovation for the Indian market, thin flavored condoms.</li><li>It got around 12 influencers to spark conversations on social media about bedroom distancing to create interest around the launch of its new product and advertisement.</li><li>The brand is trying to expand its reach in Tier II and III markets with its latest innovation.</li><li>Dilen Gandhi, Regional Marketing Director, South Asia – Health &amp; Nutrition, Reckitt talks to us about the campaign, larger marketing strategy that has helped Durex become one of the category leaders in less than six years, focus areas for H2 2021, and larger vision for the brand.</li></ul>When Reckitt’s Durex launches a new product in the market, it is hard to miss it because there’s a massive conversation on the social media universe involving multiple A-list influencers and celebrities. The brand knows how to build curiosity and hold consumers’ attention till the very end. Durex usually starts its campaign by giving its consumers a little sneak peek with a poster. To build on this buzz further, the brand shares some intriguing data points which encourage consumers to talk about their own stories. It is followed by a teaser, influencer collaboration, and finally the big reveal - the product advertisement. In the past, Durex had used a similar strategy for its product Durex Mutual Climax Condoms and Invisible Condoms. For the former, it started by telling people on social media that nearly 70% of women in India don’t orgasm every time they have sex. It eventually announced the launch of its product with a campaign. It spoke on the issue of orgasm inequality by normalising conservations and providing product solutions for both men and women so that they #ComeTogether, thereby helping reduce the orgasm gap. For the second product launch, Durex’s Invisible Condoms, it used a counter-intuitive approach and asked consumers to forget condoms. The idea was to create interest around its thinnest condoms. For the launch of Thin Flavoured Condoms that come in Chocolate, Strawberry and Bubble gum, Durex followed a similar route. It divided its campaign into three legs: get people talking on social media about #EndBedroomDistancing, launch the TV spot that employs a metaphor to demonstrate how Durex Extra Thin Flavoured condoms can help end it and the third act of the campaign continues the conversation with memes and influencer posts. The campaign is conceptualised by <keyword id="7001513" type="General" weightage="20" keywordseo="havas-group-india" source="Orion">Havas Group India</keyword>. The first leg of the campaign saw participation from celebrities and influencers like Harshvardhan Rane, Badshah, Abhijeet, Prateek Babar, with posts on their profiles wondering what’s bedroom distancing. Two days later, Durex announced India’s thinnest condoms. The same influencers also posted a second set of videos on their respective profiles, revealing what the buzz was all about, and then came the final commercial unveiling the product. <div type="Youtube" id="10fRuRwzAMg" title="Durex Extra Thin Flavoured Condoms | #FeelTheFlavour" thumbUrl="https://i.ytimg.com/vi/10fRuRwzAMg/mqdefault.jpg"></div> According to Durex’s consumer survey, over 60% of condom sales in India are in the flavoured condoms category. However, it identified a gap: the focus in the category has primarily been on flavours and not on product innovation addressing intimacy issues faced by the consumers in this segment. And that’s how the idea of launching thin flavoured condoms was born. This is Durex’s first product which is primarily made for India. Sharing the insight behind the campaign, Dilen Gandhi, Regional Marketing Director, South Asia – Health &amp; Nutrition, Reckitt said, “The objective of the campaign was to get everyone talking about it. This is the first time we have created an innovation specifically for the Indian market. To make people aware of this innovation, we decided to take the ‘classic Durex route’ -- create a campaign that could actually lead to a lot of conversation. The difference between Durex’s advertising and many other brands is that we put consumers at the heart of our marketing. Our campaigns always have something intriguing, which pulls the consumer in and this time, this whole notion was bedroom distancing. We take something that is topical, this time, unfortunately, it is the notion of social distancing and combine it with something unexpected, which is what leads to conversation. Reduction of distancing here is in with the promise of the product to bring both partners, physically and emotionally, closer.” Durex partnered with 12 influencers and celebrities to create buzz around its launch. It followed a simple filtering system: how popular is the influencer among its target audience, how well does their market image fit with Durex and how credibly will the influencer convey the message. It is due to the brand’s partnership with influencers that there’s a lot of chatter on social media around its campaign and Gandhi is hoping that this would translate into ROI and sales on the ground. <cmsannotation type="cmsannotation" annotationid="Becoming the second largest player in 6 years" text="Becoming the second largest player in 6 years">Becoming the second largest player in 6 years</cmsannotation> Condoms are still a hush-hush concept in India and condom marketing is an equally tricky business. So it is important for condom brands to create conversations that are risque and yet tasteful, and Durex has mastered it over the years. It is because of its strong marketing strategy that the brand has grown from strength to strength. Six years ago, when Reckitt launched Durex, it was competing against Manforce with a 32.4% market share, followed by Moods, Skore, Kamasutra and Kohinoor. In 2017, it onboarded Ranveer Singh to cater to India’s youth. In 2019 came its revolutionary campaign, Orgasm Equality and Durex started working on building an inclusive conversation in the category. With its Bees and the Birds campaign in 2020, Durex upped its marketing strategy by catering to adolescents through art and literature. When most brands in the category objectified women, Durex spent huge marketing dollars changing the narrative, targeting them and establishing itself as a brand that cares about making a difference. Its active moment marketing has also helped Durex stay on top of the mind. According to Neilsen, the condom category is dominated by Manforce with a 32.4% share in value, followed by Durex at 13.8%. So we asked Gandhi about what worked for the brand, it's larger marketing strategy and success mantra. He said, “The most important metric for us is, obviously, business results. We are very focused on ensuring that every marketing dollar that we spend gives us a return in terms of business results. The leading indicator for us is driving conversations, sentiment, reach, and frequency. Ultimately, we are looking at equity.” “Our marketing objective has always been to normalise talking about sex in India. Now, the challenge for us is how do we keep getting better,” added Gandhi. For the rest of 2021, Durex would be focusing on making its Thinnest Flavoured condoms more available in our country and working on campaigns that redefine pleasure “It is more than just a market share game for us. It is about shaping the category, we try to offer the unexpected to our consumers. While we are focused on business results, we believe results will come not just from market share but by redefining the category which is far more equal, inclusive and pleasurable. We want condoms to be something which is normal for everyone, something that is used for pleasure and not just for protection. Apart from that, making sure that our Thinnest flavoured condoms are available more and more is definitely a big focus area. The smaller towns are going to be a big focus area too. This innovation was created for the non-metros,” shared Gandhi.

How Durex cleverly uses influencer marketing to trigger conversation around its new product launches

<ul><li>The Advertising Standard Council of India has released a new set of guidelines for <keyword id="10879114" type="General" weightage="20" keywordseo="non-fungible-tokens" source="Orion">Non-Fungible Tokens</keyword> and <keyword id="6357017" type="General" weightage="20" keywordseo="cryptocurrency" source="Orion">Cryptocurrency</keyword>, effective from April 2022.</li><li>After November 2021, all major <keyword id="2721952" type="General" weightage="100" keywordseo="crypto" source="Orion">crypto</keyword> exchanges had to put a pause on their marketing and advertising activities as PM Narendra Modi had announced in a Parliament meeting that attempts to mislead the youth through over-promising and non-transparent advertising need to be stopped.</li><li>After a long hiatus, now that there will be more clarity and standardization in crypto advertisements with <keyword id="169284" type="General" weightage="20" keywordseo="asci" source="Orion">ASCI</keyword>’s guidelines, their ad expenditure is likely to return on digital and traditional mediums.</li><li>We reached out to experts to discuss how players in the segment can navigate these challenges and woo consumers without violating regulations.</li></ul>The latest trend flooding the internet is Non-fungible Tokens. From Indian celebrities like Deepika Padukone, Amitabh Bachchan, Sonu Nigam, Nucleya, Yuvraj Singh to brands such as Yum!, Rage Coffee, MG Motors India -- have announced their foray into the <keyword id="4668945" type="General" weightage="20" keywordseo="nft" source="Orion">NFT</keyword> world. A recent report by Deloitte predicts that India will be quick to catch on to the global NFT revolution with favourable regulations. In fact, it says that NFTs for sports media will generate more than US$2 billion in transactions in 2022, about double the figure for 2021. Another report from market research firm Finder said that Asian countries are outpacing the rest of the globe in terms of crypto adoption. The Asian country with the highest percentage of crypto ownership was Vietnam at 40% followed by Indonesia, India, Malaysia, and the Philippines, respectively. However, since November 2021, all major crypto exchanges in India had put a pause on their marketing and advertising activities after PM Narendra Modi had announced in a Parliament meeting that ‘attempts to mislead the youth through over-promising and non-transparent advertising should be stopped.’ Since then, the crypto exchanges have refrained from launching fresh advertisements on print, television and radio. Now, the <a href="https://www.businessinsider.in/advertising/ad-tech/news/asci-frames-guidelines-for-advertising-and-promotion-of-crypto-and-nft-products/articleshow/89764550.cms">Advertising Standards Council of India</a> has released a new set of guidelines for NFT products and crypto exchanges. Under the new standards, all Virtual Digital Assets and services will be required to carry prominent disclaimers. <div type="Article" hostid="261" msid="89764550" title="ASCI frames guidelines for advertising and promotion of NFT products" mstype="2" mssubtype="0"></div> Experts welcome new ASCI guidelines; call it a step in the right direction Crypto platforms, after a long hiatus from marketing, are up for the challenge and are excited to be resuming their marketing activities before the Indian Premier League. Welcoming the new guidelines, Ashish Singhal, Founder and CEO, CoinSwitch said, "The ASCI guidelines are a step in the right direction to standardize advertisements within the VDA space. The VDA industry is supportive of all efforts towards investor protection, however, there are nuances that need to be addressed as the space is ever-evolving. We will continue to work together with ASCI and other stakeholders to refine them further.” Manasa Rajan, Business Head at Jupiter Meta also said that the new guidelines will improve accountability. She said, “This move is welcome and will offer further legitimacy to this space and create more accountability from the marketers, which is a positive direction for a nascent category with a customer-centric approach. While cryptos are seen as purely investment or trading opportunities, where the ultimate goal is profit., NFTs have a value proposition that is far more versatile than just speculative worth. It is more about changing the way we consume content, engage with art &amp; artists and immerse ourselves in popular culture. So, NFTs’ value cannot be seen from a trader’s lens alone. The experience of involvement, decision making, ownership &amp; utility have emotions attached to it, just like art, gold or even high-end brand purchases. Hence, a regulatory framework should be more inclusive in approach for a nascent category, where the inherent value of these NFTs is still being discovered.” The regulations come almost a month after Finance Minister Nirmala Sitharaman announced plans to tax crypto investments by 30% during India’s Union Budget. While most <keyword id="12386484" type="General" weightage="20" keywordseo="crypto-ads" source="Orion">crypto ads</keyword> did come with disclaimers, they were easy to miss as they appeared at the bottom of the screen or flew by in a few seconds at the end of it. As per the new guidelines, the voiceover will be required to be at a normal speaking pace so that the consumer can’t miss it. In the case of a long-format video of over two minutes, the disclaimer will be required to be repeated at the beginning and at the end of the video and stay on screen for a minimum of five seconds. No crypto advertisement can now contain statements that promise or guarantee future increase in profits either. Overall, the current guidelines indicate that ads cannot mislead, misguide, give false information, or exploit a consumer’s lack of expertise on a subject. Whether it was CoinSwitch’s maiden B2C advertisement with Ranveer Singh or Ayushmann Khurrana’s campaign with CoinDCX, advertisements last year showed how investing in crypto is the future and it is very easy and simple to invest in. All of these ads painted a rosy picture that highlighted the highs and downplayed the volatility and risk of the assets. Therefore, ASCI is now restricting VDA products from claiming that their assets are so easy that consumers do not have to think twice about investing. It is also barring the use of the words ‘currency, securities, custodian and depositories’ in crypto-related ads. The task now for these crypto players is to win the confidence of people, raise awareness and educate, while convincing them that it is safe to invest in crypto. On top of these regulations and lack of trust in the market, crypto exchanges will be competing with the government’s own digital currency. Rikki Agarwal, Co-Founder &amp; COO from Blink said, “Last year, we saw an uptick in the crypto ad spends during the festive season and during important cricket matches. The new guidelines by ASCI will certainly have an impact on the brand spends, especially during the upcoming IPL tournament. The associations with Influencers and celebrities will also witness a radical shift. The move will definitely help in education and creating awareness amongst the consumers but it is too early to comment on the impact on the brands. Currently, India is the second-largest market in cryptocurrency adoption and the culture seems to be growing rapidly. With the adoption increasing among young men and women, private players such as CoinSwitch Kuber, CoinDCX and WazirX had plans to increase their ad spendings to compete with the possible launch of the government's digital currency. With the move from ASCI, the brands will definitely have to relook at their strategy and plan their ad spends. Brands will also have to consider spending on other platforms and mediums to interact with the consumers and will open up new avenues for growth.” Crypto platforms will also have to relook at the duration of their ads because it might get difficult for the audience to understand crypto in 10-15 seconds; it could send the wrong message across and mislead consumers. Navigating the challenges of advertising in the NFT, Crypto landscape While there are a lot of grays in crypto ads and ASCI guidelines will certainly bring transparency, will it restrict creative freedom? Vijay Pravin, Founder &amp; CEO of bitsCrunch, does not think it will. “With the new tax rules and now ASCI’s regulations, I don’t think it will be challenging for digital products to be creative. In fact, this will bring out more creativity among the Web-3 people. When people came out with the concept of Cryptocurrency, it was laughed at, since it was new and seemed confusing. Likewise, the laws and regulations for cryptos will take time to be able to cover all bases. With web-3, we are enabling an additional asset class for the future. For sure, in the years to come, we are going to witness a quirkier side of NFT and crypto projects than now. Regulations or laws keep changing. This is the current stand but in a few months or years, we could witness something else. But the technology or the infrastructure remains the same. We already witness that India is making progressive steps towards Blockchain technology. I am personally looking forward to seeing how this technology and the landscape evolves,” said he. Raj Shamani- Digital Content Creator, Entrepreneur, Investor and Podcaster said that while creativity will get hampered to some extent, the overall impact on the whole industry and people interested in this industry will be positive. “A lot of people have been misusing their power to pump &amp; dump and promote wrong things just to make quick bucks. This is going to be good for people who are here for the right reasons because they are anyway educating. And if they are providing good value education, people are going to learn about it. Also, it's always the best to tell people I am not personally recommending so that people can easily differentiate between honest opinion and promotional opinion,” said Shamani. He also shared some advice on how to connect with consumers. He said, “The best way to woo consumers is to provide them the right education and value. If you educate your audience right. If you tell them the right things. If you let them know the use cases. If you tell them about the community power. If you tell them how this is going to empower their life and not 'sell it'. The content will connect. People who have been already doing this thing in the space won't face a problem. In fact, this will make people more aware and push them to promote and make the right content. This will only help to eliminate the promotion of bad projects.” Anjali Malthankar, National Strategy Director, Tonic Worldwide said that with everything new comes excitement and concern and both need our attention. "I think the attention from regulators for any space which is seeing a crazy traction in such a short period, is expected. At the pace that NFT, Crypto are growing in popularity the interventions are understandable. As far as the challenge for creative promotions is concerned, I think the creative agencies have often come across the term during briefings – “It’s a creative challenge” So, in that spirit creative will always find its way to not let this come in the way of creativity. There have been very many categories, including traditional finance categories which have disclaimers and yet it does not stop good creative work. In fact, the fence sitters or doubters who were unsure of the VDA products, might consider the category, as promoters get more upfront and transparent about it. If VDA brands are strategically not dependent on or riding on the fad, confusion, consumers’ lack of knowledge and noise but have a genuine offering, then it is just about giving space to disclaimer which for today’s smart and conscious consumer is nothing but a sign of transparency. In fact, if we see closely Crypto and NFTs are born out of blockchain and the need for transparency and hence in intent they are both (the regulators and VDA category) on the same page." Rage Coffee recently made its debut in the blockchain matrix with its valentine's NFT campaign. Its Founder, Bharat Sethi said that the growing adoption of crypto tokens has led to the emergence of advertisements that downplay the risk associated with these assets. Therefore, according to Sethi, increased transparency is a welcome move and where it might impact creative freedom, when it comes as a hit on the consumer interest, it is best to be transparent and supply critical information/disclaimers in this volatile category. “Even after including the disclaimers and adhering to the guidelines, there is scope for being creative. It does restrict creative freedom in communication; however, this is in the best interest of an average consumer who might not have in-depth knowledge about cryptocurrency and VDAs. A promise that can not be kept should ideally not be made in a promotion. There is a need to educate the consumer on the basic ideas around NFT, cryptocurrencies and take the customer on a journey to understand how these assets are. The risks can not be downplayed as risk appetites are very personal. There is plenty of space to experiment, spread awareness and create a buzz,” said Sethi. NFT marketplace Fullyfaltoonft.com curated by Viacom18’s Youth Music &amp; English Entertainment cluster and powered byGuardianLink.io has already received an overwhelming response for its digital artwork preview. Keyur Patel, Co-Founder &amp; Chairman, GuardianLink and Co-Founder, BeyondLife.club said that consumer education comes first and it's a welcome move from ASCI to ensure customers are aware of the market volatility. "Crypto as an investment class is quite volatile compared to stocks or real estate. All investment Ads and campaigns have a responsibility to educate the users on the risks and affiliated volatility and liquidity restrictions and aspects of the asset. Even media, ad agencies, and other supporting ecosystems have the responsibility to educate the same market in a responsible method. NFT is not a financial asset. It is a digital asset associated with games, entertainment, and art. Its inherent value is either in art or utility. Also, the buyers of NFT don’t buy it because there is instant gains, they do it because they find affinity to Amitabh Bachchan or Stan Lee or they find Game like Racing very interesting and want to participate in it. Crypto is purely a trade asset, for investments and hence it needs very aggressive education to make sure, the expectations of returns for the buyers are not skewed by hype and unrealistic aspirations. So, this declaration will not just motivate consumers to study the brand/product before purchasing but also put the onus on celebrities who endorse digital assets to do due diligence thereby promoting a responsible environment. Many industries have been following such guidelines without seeing any impact on creativity. It will rather inspire marketers and content creators to make their storytelling more creative and credible than ever before." Sagar Pushp, Co-founder and CEO, ClanConnect agreed that clear-cut norms were needed in this space. “For advertisers, the greatest purpose of communication is to put across accurate messaging for users. The new promotion and advertising guidelines for crypto assets will bring this authenticity into the segment. It is a welcome move by ASCI as it will ensure that brand communication is not misleading. Going forward, brands will need to operate within the guardrails of these guidelines, making sure their messaging is not limited to quick money and gains. The intrinsic value of blockchain is much wider than the prospect of big money, and we’ll need to get creative to empower users with precise information,” said Pushp. After a long pause, now that there will be more clarity and standardization in crypto advertisements, their ad expenditure is likely to return on digital and traditional mediums. During the festive season and IPL last year, crypto platforms were at their peak. The month of Diwali, which was October in 2021, nearly had a 30% share of the category in digital advertising and it took a dip by 6% in November 2021, whereas on television, there wasn’t a single ad from Crypto platforms in 2020, revealed TAM. In 2021, television saw 33.4 hours of advertising from Crypto platforms. The festive season proved to be bountiful for television too as October had more than 75% share of Crypto platforms, up from 2% in June and 23% in September. A lot of people have been speaking about the risks of investing in digital currency without fully understanding how the crypto ecosystem works. ASCI’s guidelines, therefore, could help bring about more transparency and accountability into the ecosystem.

ASCI releases new guidelines for Non-Fungible Tokens, Crypto ads; here’s what experts have to say about it

<ul><li>The ban on TikTok has helped many Indian video apps come to the forefront. </li><li>Homegrown app Public is now aiming to get 100 million+ users and be available in all Indian languages by the end of 2020. People use the app to raise and discuss their concerns with local authorities in video format. </li><li>Over 1000 politicians have joined the app like Hema Malini, Varun Dhawan, Kamal Nath, C.P. Joshi, Chandrabhan Singh, Bhopinder S Hooda, Deepender Singh Hooda, Om Prakash Dhankar, and Dr Alok Ranjan, to name a few. </li><li>Azhar Iqubal, Founder and CEO, Public shares his action plan with us, talks about evolving revenue model and what makes Public stand out in the clutter of video apps. </li></ul>Launched in April 2019, homegrown short-form video app Public has been on an exponential growth trajectory. Within six months of the launch, it became one of the fastest-growing Indian social apps and ranked 1 on Play store for providing local updates in a video format. After the whole boycott Chinese product sentiment emerged in June, Public saw its users sky-rocketing. It added 50 million plus users that month. While many TikTok-clones cropped up to eat into its space, Public claims to stand out in the clutter for offering informative videos through real-time updates, unlike TikTok which was an entertainment app. <keyword id="9617663" type="UNKNOWN" weightage="20" keywordseo="public-app">Public app</keyword> acts as a bridge between local authorities and common people. It allows its users to share their opinion on the status quo, ask questions directly to the concerned authority or raise a complaint against an issue they are facing in their city. Another thing that has helped Public stand out in the clutter is the brains behind it, Azhar Iqubal. He is well-known in the industry for another short-form news app, InShorts. He is now focusing on taking his short-form video app to the forefront and is aiming to get 100 million plus users by the end of 2020 and be available in all Indian languages. Telling us the reasons behind this success, Iqubal, Founder and CEO, Public said, “We attribute this success solely to our team for recognizing the gaps that existed in the social media space and offering a product that addresses it perfectly. Our past or future success has little to do with the ban of other apps as we are on track to reach the numbers irrespective.” Iqubal also said that the idea behind launching Public app was not to offer just any video-sharing platform ‘but one that makes a difference and helps people stay informed.’ Target Audience Public’s user base is a mix of diverse sets of audiences from metros and Tier III cities. It has about 5,000 influencers ranging from top politicians to local authorities to budding influencers. Indian Youth Congress, Hema Malini, Bhopinder S Hooda, Ranveer Brar and Sadhguru are some prominent public figures on the platform. “We have users in the biggest of metros to the remotest of cities, and Public app serves a completely different purpose for them, than entertainment focused apps – that is, to create and consume informative video content. Several of our users at local and national levels have emerged as influencers on the platform by providing content related to current affairs, politics, local updates, interesting facts and general knowledge,” shared Iqubal. On its way to monetisation The app has reached here mainly through word-of-mouth and on the back of the ‘Vocal for Local’ trend. It is now working on a way to launch non-intrusive ads on its platform like InShorts. “We have not yet started monetising Public, but it is on the charts and we are going to start soon through advertisements. Our major focus would be to deliver innovative and non-intrusive ad formats to users and the best in class UI experience. For advertisers, we are committed to providing a brand safe environment, quality content and reliable brand affinity uplift metrics. Once we start advertising on the platform, we will welcome like-minded brands who want to connect with influencers to reach out to consumers,” said Iqubal. Building user loyalty Iqubal isn’t worried about the ban lifting up and TikTok coming back. He believes in his product offering. “Creating and consuming informational content is a need that will continue as it is human nature to be inquisitive about our surroundings. With Public app, the sense of proximity is much higher amongst users, and therefore we expect the surge to continue. I am confident that users that are looking to consume, share credible and informative content will continue to stay on the app, despite any external factors,” said he.

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