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<keyword id="3658" type="General" weightage="100" keywordseo="india" source="Orion">India</keyword> has a population of 1.3 billion people and a huge part of it is over 18 years of age. According to India Brand Equity Foundation (IBEF), about 76% of adults lack a basic understanding of financial concepts. Even if you ignore the data and look around, you will realise there is a dire need to bring focus on creating awareness around financial literacy, investing and planning. IBEF also says that India has the potential to rank among the top financially literate countries in the world as 27.6% of its people between the age group 25-44 continue participating in financial inclusion programmes through formal education and other means. <a href="https://www.instagram.com/businessinsiderin/guide/money-insider/17854827473721020/" data-type="tilCustomLink">Money Insider</a> is here to power the India opportunity The rate of financial literacy could expand by more than 20% in the next two decades if we seed the basics within the age group 10-19 which constitutes around 21.8% of India's population. A financially savvy India will have a massive impact on the country's general economic growth and global influence. Money Insider dives deep into the world-changing potential of financial awareness. It brings together the top young voices from the industry educating millions of Indians and shaping the financial habits of millennials, genZ and beyond. From being trapped in credit card bill cycles, and equated monthly instalments (EMIs) to not being able to meet the standard of living you wish, the root cause of most of these issues is a lack of financial literacy. A lot of you realise it but get stuck in the dilemma of finding the entry point to the first step. With Money Insider, we aim to close the "knowing-doing" gap in financial literacy. The voice — Meet the Money Insider fin-fluencers <div type="image" title="Representative image" msid="90645832" hostid="261"></div> 1. <a href="https://www.instagram.com/abhiandniyu/">Abhiraj and Niyati aka Abhi and Niyu</a> - Digital Content Creator Duo This power couple started a YouTube page called, ‘Let’s make you rich’ that talks about the rules, principles, and ideas to manage your personal finance. The duo have amassed over 4 million followers across social media platforms. Featured in <keyword id="6373044" type="General" weightage="50" keywordseo="forbes" source="Orion">Forbes</keyword> 30 under 30 of 2021, Abhi and Niyu aim to offer solution-oriented content to its fans. <div type="image" title="Representative image" msid="90645869" hostid="261"></div>2. <a href="https://www.instagram.com/rajshamani/">Raj Shamani </a>- Digital Content Creator, Entrepreneur, Podcaster and Investor Founder of <keyword id="10598902" type="General" weightage="50" keywordseo="shamani-industries" source="Orion">Shamani Industries</keyword>, Raj Shamani is a business content creator and public speaker with 1 million followers on <keyword id="819905" type="General" weightage="50" keywordseo="instagram" source="Orion">Instagram</keyword>, 146k fans on Twitter and 272k subscribers on YouTube. <div type="image" title="Representative image" msid="90645892" hostid="261"></div>3. <a href="https://www.instagram.com/shashank_udupa/">Shashank Udupa</a> - Financial Expert, Digital Content Creator and Co-Founder and CFO at Scenes by Avalon Founder of tech company Avalon, <keyword id="10355438" type="General" weightage="50" keywordseo="shashank-udupa" source="Orion">Shashank Udupa</keyword> is a finance wizard who shares the millennial approach of investing with his followers. Udupa is a former investment banker from India Infoline and has also worked with FoxBound, Calm India, ENKIDU. His experience with investment banking and running his own company has led him to become one of the leading experts in the field of money management. <div type="image" title="Representative image" msid="90645909" hostid="261"></div>4. <a href="https://www.instagram.com/iamnehanagar/">Neha Nagar</a>- Finfluencer and Founder of TaxationHelp.in A crypto-enthusiast and stock-aficionado, <keyword id="13542701" type="General" weightage="50" keywordseo="neha-nagar" source="Orion">Neha Nagar</keyword> is a zestful young creator and one of the up-and-coming woman entrepreneurs in India. Her content ranges from finance to crypto-currency, stock markets and trading to government funding schemes and taxation. Nagar aspires to extend and encourage financial literacy through social media and has already garnered over 4.78 million followers across social media platforms. <div type="image" title="Representative image" msid="90645930" hostid="261"></div>5. <a href="https://www.instagram.com/labourlawadvisor/">Mandeep Gill </a>- Cofounder, Labour Law Advisor Founder of the YouTube channel Labour Law Advisor, Gill aims to simplify complex labor laws for the Indian workforce and help them build a better financial future. His mission continues with the support of more than 1.6 million subscribers. <div type="image" title="Representative image" msid="90645946" hostid="261"></div>6. <a href="https://www.instagram.com/themoneylancer/">Ashna Tolkar</a> - Financial educator, Influencer &amp; Founder, Money lancer “I make finance effortless,” reads <keyword id="13542702" type="General" weightage="50" keywordseo="ashna-tolkar" source="Orion">Ashna Tolkar</keyword>’s Instagram bio. Followed by 76.7k fans on Instagram, <keyword id="13542700" type="General" weightage="50" keywordseo="tolkar" source="Orion">Tolkar</keyword> videos are popular among the younger generation. She educates users about wealth management, with one reel at a time. So, join us on Business Insider India’s <a href="https://www.instagram.com/businessinsiderin/">Instagram</a>, where we will take you through a series of videos from successful 'fin-fluencers' who'll pave the way for your entry to financial awareness and freedom. They will be covering topics ranging from basics of investing, financial planning, savings, how to plan retirement, buying a home, managing loans and taxes. Disclaimer: Business Insider India has partnered with these influencers for the Money Insider series. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/entertainment/news/grammys-2022-award-meet-falguni-shah-who-won-the-best-childrens-music-album-of-the-year-2022/slidelist/90634995.cms">Meet Falguni Shah who won the best children’s music album of the year award at the Grammy’s</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/stock-market/news/rally-in-adani-group-companies-not-only-made-gautam-adani-indias-richest-man-but-also-made-a-fortune-for-its-investors/articleshow/90638038.cms">Rally in Adani Group companies not only made Gautam Adani India’s richest man, but also made a fortune for its investors</a>

Business Insider India presents Money Insider – your guide to financial freedom

<ul><li>In our last episode of the limited edition series The <keyword id="11984359" type="General" weightage="20" keywordseo="influencer-adda" source="Orion">Influencer Adda</keyword>, we speak to <keyword id="8626530" type="General" weightage="80" keywordseo="raj-shamani" source="Orion">Raj Shamani</keyword>, a man who wears many hats.</li><li><keyword id="13487279" type="General" weightage="100" keywordseo="shamani" source="Orion">Shamani</keyword> is a Digital Content Creator, Entrepreneur, Investor and Podcaster.</li></ul>With our property The Influencer Adda, we offered an inside view into the creative process of stars of the future, their ideas and businesses that are transforming the digital marketing industry. The series spoke about their mental health, fighting against the odds, breaking gender norms through their powerful content, associating with like-minded brands, standing out in a sea full of content creators, and much more. We have featured a bunch of creative young people, who have made internet users laugh, groove and escape from the grim reality through their content pieces. While all of them had different stories, struggles and wins, they all shared one thing in common: consistency. These content creators have left no stone unturned in engaging regularly with their audiences. In our last episode, we speak to Digital Content Creator, Entrepreneur, Investor and Podcaster Raj Shamani who has 1 million followers on Instagram, 146k fans on Twitter and 272k subscribers on YouTube. He was 16 when he joined his father’s business, which traded in chemicals for soaps and detergents. As he saw his business grow, surviving various ups and downs, he decided to share his learnings with the audience. He would attend the local shows and try to inspire people with his speeches. Slowly, he started expanding his topics and experimenting with new digital mediums. Shamani speaks to Advertising and Media Insider about his entrepreneurial journey, changes in the content marketing landscape, trends he expects to see and a lot more. Excerpts: Q. Can you take us back to the day you thought of creating content? The first time when I started creating content was just to improve my business, expand my business range. It was not about uploading on Instagram, or going viral or becoming a full-fledged content creator. I used to sell detergent and dishwashers along with my dad. Just to improve that, I started telling people how they can improve their businesses and how they can learn from the western world and improve the retail practices in India. So I started giving speeches offline. Then I realised it will be too time-consuming to give speeches offline. So why not make a video and start sharing with people on different topics. That was the first time I started creating content, and then the ‘itch’ started coming in. I asked myself, how can I make more people watch it till the end? Once I did that for a couple of months on Instagram, there was no looking back. Q. The social media landscape has evolved a lot since then, it changes every week if not daily. So, how do you feel your content has changed with it? At the end of the day, the basics are very clear. It's a combination of three pillars. Number one, who are you, and what's your story? What are you there to talk about? Are you going to educate people, inspire people or entertain people? How are you bringing value to their life? These are the three things that you have to think about. Number two is how can you make sure that your audience is coming and watching your content? How do you make sure that they're going off, better and not worse? And the third thing is you have to respect the platform. That's the most important thing which most people don't realise, ‘Oh, if you create great content, people are gonna come.’ No, people are not gonna come because the platform keeps changing on an everyday basis and you have to follow it. Q. Now, with NFT, metaverse and AI, what are some of the trends that you are expecting to see in the content marketing industry? Brands have to realise that it [branded content] has to look real and immersive. It has to connect to people. If I wear oversized T-shirts on daily basis, one day some brand tells me Raj, wear a tight t-shirt. If I wear it, people are gonna know that this is your branded product. And especially when you go to Metaverse, where people can actually see you from 3D avatars. People can see you, let's say it is Raj on some different galaxy existing. So if your Raj -- on five days, he looks similar, and on the sixth day, he is looking different people are gonna sense the bullsh*t and people are not going to buy it from the brand. So it has to go with the personality, it has to go with immersion and experience. Q. At what point did you begin collaborating with brands on sponsored content, and can you share a bit more about your process? So I was fortunate that I was living with my parents till the time I reached 120-150k. So I didn't take any brand. So from zero to 150K, it took me four years. After that, in 2020, I got a deal with an AdTech company. So an AdTech company offered me Rs 70,000 and they were like, why don't you promote our stuff. Till that time, I didn't understand branded content. Once I posted it, I got a lot of backlash. People were like why are you promoting this? This is such a bad brand. And then I stopped promoting again. After 300k, there were a lot of brand deals that are coming my way. But I have this concept, I'm only going to promote the brand, which I will promote even if they are not paying me. Q. As you move forward in your journey, what would be some of your focus areas as a content creator? Number one, I'm going to focus on building a community. So now I've been only caring about my one lakh people rather than 10-20 lakh people. Now I want my 1 lakh people to actually bring out a change in their real life; these are going to be the one lakh people who will come, form of community, do everything which we asked them to do, and then it will be my responsibility to make them financially free. You should treat them like your younger brother. Second thing I'm focusing a lot on: I have a dream of becoming a creative unicorn. I'm starting my own b2b company, own clothing line, I've started investing in a lot of startups, I'm writing my own book. So these are the different avenues and I'm gonna add up to that one big vision: because once I become the example for it, then only I can really talk about this big vision that everybody's going to be creative 10 years from now. And everybody should be creative there because there are a lot of unicorns, we're going to be built in this space. <div type="Video" msid="90498987" hostid="261" title="I have a dream of becoming a creative unicorn: Raj Shamani" dataSource="BUSINESSINSIDER" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=90498987"></div>

I have a dream of becoming a creative unicorn: Raj Shamani

<ul><li><keyword id="8626530" type="UNKNOWN" weightage="20" keywordseo="raj-shamani">Raj Shamani</keyword>, Founder of <keyword id="10598902" type="UNKNOWN" weightage="20" keywordseo="shamani-industries">Shamani Industries</keyword> writes how <keyword id="618493" type="COMPANY" weightage="20" keywordseo="digital-marketing">digital marketing</keyword> will revolutionise FMCG this year. </li><li>He pens down a few trends that would dominate the FMCG market and shares how digital marketing enables the marketeers to show personalised ads to their right audience, grab their attention and hit the bullseye.</li></ul><cmsannotation type="cmsannotation" annotationid="1. Digital marketing will make ‘MORE’ the new normal" text="1. Digital marketing will make ‘MORE’ the new normal">1. Digital marketing will make ‘MORE’ the new normal</cmsannotation> Digital Marketing stands for more. More information, more options, more problems, more solutions. People can explore more options before buying something, find out more information about the company, match the price with its direct competitors, figure out more ways to get a simple product which was earlier bought from a small store near one’s house. In this world of more, customers want something more than just the product, because that’s one of the oldest and the best ways where Product A beats product B, by simply offering more. In the digital space, brands need to offer more than just the product like: free samples with the product or other kind of freebies or mini versions of products, discounts on birthdays/anniversaries, exclusive offers for regular buyers, a free product on the purchase of a particular amount , enhancing the user experience or gamifying the entire process of buying / interacting with the brand. Until one offers more, one is going to have a hard time winning the FMCG game in the digital age, because MORE is the new normal. <cmsannotation type="cmsannotation" annotationid="2. Digital Marketing will revolutionize Lead generation:" text="2. Digital Marketing will revolutionize Lead generation:">2. Digital Marketing will revolutionize Lead generation:</cmsannotation> Gone are the days when an individual had to travel to a different city or a town, enter a physical market to inquire, find and meet potential business distributors and take days of back and forth to finalize and finally start distribution of the products in the new city. The given pandemic has coerced everybody to realise that change is the only constant and in order to survive; the current age marketeers need to be “adept to adapt”. The novel Covid-19 virus has exponentially accelerated the trends of ordering food, apparel as well as banking online. The current work from home scenario only adds cherry to the cake. With the world being an “internet-village’, it is imperative for the new-age marketers to get away with the traditional theories of marketing and drink the elixir of today’s marketing era- Digital Marketing has the potential to revolutionize lead generation, introduce transparency, target the right audience at the right time and at the right time. Fortunately, people have started finding ways through digital platforms to hit the right people; eliminate the clutter and organize leads systematically. Lead generation through digital marketing is a blessing in disguise for small businesses who were not deeply pocketed because with just an ad on Facebook or Google with few thousand rupees; anyone can set up calls with hundreds of interested partners even from the remotest villages across the nation just by sitting at one place. Lead generation through digital is already transforming other industries, Moreover, it’s just a matter of time that it is going to revolutionize FMCG as well. <cmsannotation type="cmsannotation" annotationid="3. Digital marketing will make ‘ATTENTION’ the essential A:" text="3. Digital marketing will make ‘ATTENTION’ the essential A:">3. Digital marketing will make ‘ATTENTION’ the essential A:</cmsannotation> Till now B-schools, C level executives in the FMCG sector and other industry stalwarts have been vouching and betting heavily on three golden A’s of FMCG business: Availability, Awareness and Access. However, with the changing times and penetration of internet in our lives, ATTENTION is the new A and most importantly, a brand needs to comprehend that if one has the attention of a modern customer, one has won half the battle already. Because with the rise of global awareness, competition and available options, customers possess the attention of a butterfly and are adept to find their fit from the clutter of brands. Connecting with customers on a personal level, understanding their real as well as secret needs and providing a customer delight is the only way, a brand can stand out and create customer stickiness. Retaining a customer is always cheaper than acquiring a new one. Brands, retailers, marketers need to understand the real and the opportunity cost of losing a customer. One wrong move and your customer is using your competitor’s product. Effective digital marketing enables the marketeers to show personalised ads to their right audience, grab their attention and hit the bullseye!

How digital marketing will revolutionise FMCG brands in 2021

<ul><li>Taking a loan to boost your lifestyle with expensive gadgets, cars, traveling and eclectic goods have high chances of hurting your finances.</li><li>The interest rate for these ranges between 10-24%, which is way higher than home loans, which attract interest rates of 7-8%.</li><li>Here are a few interesting points on personal loans and why it is best to stay away from them.</li></ul>Do you like having high-end phones, expensive gadgets and feel good about it among the crowd even if you can’t afford it? If yes, then it is the wrong way to go about your finances. It goes without saying that taking a loan to buy something, pay debts or expand business is a risk with someone else’s money. While borrowing is not a bad thing today, there are certain loans like personal loans that could hurt your finances. Usually, <keyword id="14154326" type="General" weightage="20" keywordseo="interest-rates-on-personal-loans" source="Orion">interest rates on personal loans</keyword> like buying a car, gadget, electronics are higher than other secured loans. The interest rate for these ranges between 10-24%, which is way higher than home loans, which attract interest rates of 7-8%. This is because personal loans do not require collateral, thereby making it riskier for the lenders, which is why interest rates are usually higher on personal loans. With the growing fintech and investment sector, there are many ways to borrow money from a bank, an investor or a company. Here’s why you should stay away from these personal loans Money Insider takes a deep dive into the world-changing potential of financial awareness. It brings together the top young voices from the industry which is educating millions of millennials, Gen Z and more. One such financial influencer is <a href="https://www.instagram.com/rajshamani/">Raj Shamani, </a>who is a digital content creator, entrepreneur, podcaster and investor. Founder of Shamani Industries, <keyword id="8626530" type="General" weightage="20" keywordseo="raj-shamani" source="Orion">Raj Shamani</keyword> is a business content creator and public speaker with 1 million followers on Instagram, 146k fans on Twitter and 272k subscribers on YouTube. Shamani is a very vocal personality on social media platforms expressing his views regarding the growing trends among millennials in terms of finances, relationship, human nature and so on. Taking a loan to boost your lifestyle with expensive gadgets, cars, traveling and eclectic goods have high chances of hurting your finances. Meanwhile, borrowing money for your business or emergency needs will help you make more money and get you out of a bad situation. Shamani has shared a few interesting points on personal loans and why it is best to stay away from them. He believes that what you should take a loan for is more important than when you should take a loan. He splits loans among two types: <ul><li>Loan for asset development.</li><li>Loan for liability development.</li></ul>“So, everytime you are about to take a loan from the bank, think about ‘Am I taking this loan to build an asset?’. Meaning is this loan for my business, expanding a new asset or something, which is gonna help me make more money in the future,” he explains in a short video. If this is the case, you might not have to worry too much. <div type="javascript" title="Custom" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> However, if a loan is to maintain an expensive lifestyle – like buying a new gadget or a car, then it is a loan for liability and these are the kind of loans you should stay away from. This is because there are several risks in taking a <keyword id="180660" type="General" weightage="20" keywordseo="personal-loan" source="Orion">personal loan</keyword>. <ul><li>Not being able to make repayments on time.</li><li>If you skip a payment, your credit score will be impacted.</li><li>With a low credit score, no bank or financial institution will lend you money easily in the future even in emergency situations.</li><li>High loan amount can eat up your monthly income.</li></ul>SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/news/war-and-floods-take-the-bite-out-of-kfc-australia-after-a-chicken-shortage-it-is-now-facing-a-lettuce-crisis/articleshow/92102421.cms">War and floods take the bite out of KFC Australia – after a chicken shortage, it is now facing a lettuce crisis</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="http://www.businessinsider.in/india/news/coal-india-will-import-coal-for-the-first-time-as-power-crisis-threatens-to-worsen/articleshow/92103298.cms">Coal India will import coal for the first time as power crisis threatens to worsen</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="http://www.businessinsider.in/business/startups/news/nykaa-competitor-purplle-is-the-latest-unicorn-after-a-33-million-fundraise/articleshow/92104012.cms">Nykaa competitor Purplle is the latest unicorn after a $33 million fundraise</a>

Here why it’s best to stay away from these loans than fall into debt trap

<cmsannotation type="cmsannotation" annotationid="summary" comment="summary" text="As the onset of the new year beckons us towards new beginnings, Business Insider India invites you to experience our innovations — a showcase of new editorial initiatives, products and brand partnerships from 2022 which have helped leading global companies engage with our select audience. These activities have established the foundation for our unique editorial mission around sustainability, personal finance, and enterprise tech which delivered sharp, incisive and compelling content to our readers. This year, we look forward to collaborating with you on your brand journey and help you emulate the same success that our longstanding partners have achieved.">As the onset of the new year beckons us towards new beginnings, Business Insider India invites you to experience our innovations — a showcase of new editorial initiatives, products and brand partnerships from 2022 which have helped leading global companies engage with our select audience. These activities have established the foundation for our unique editorial mission around sustainability, personal finance, and enterprise tech which delivered sharp, incisive and compelling content to our readers. This year, we look forward to collaborating with you on your brand journey and help you emulate the same success that our longstanding partners have achieved.</cmsannotation> <cmsannotation type="cmsannotation" annotationid="summary" comment="summary" text="Dive in to discover our success stories and drop us a line to harness the very best of Business Insider India’s creative approaches.">Dive in to discover our success stories and drop us a line to harness the very best of Business Insider India’s creative approaches.</cmsannotation> <bulletContentEmbed name="Sustainability Insider" columns="1"><bulletContentHeading name="Sustainability Insider_head"> <div type="image" title="Sustainability Insider" msid="97128329" hostid="261" caption="&amp;lt;p&amp;gt;Sustainability Insider&amp;lt;/p&amp;gt;"></div></columnHeadThumb><keyword id="14107500" type="General" weightage="20" keywordseo="Sustainability-Insider" source="Orion">Sustainability Insider</keyword></columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="Sustainability Insider_body"><bulletContentRow name="Sustainability Insider_1673794911834810"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">2023 and beyond… Environment, Social and Governance (ESG) will take the centre stage. Our ESG focussed programming segment - Sustainability Insider sharpens the focus on people, companies and ideas which are making this world a better place. Sustainability Insider’s marquee event, the <keyword id="9906589" type="General" weightage="20" keywordseo="World-EV-Day" source="Orion">World EV Day</keyword> webinar in September showcased industry veterans and thought leaders through and engaged large audiences across the website and social channels. Read more <a href="https://www.businessinsider.in/sustainability">here</a></bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody><payload><![CDATA[right]]></payload></bulletContentEmbed> <bulletContentEmbed name="left_image" columns="1"><bulletContentHeading name="left_image_head"> <div type="image" title="EV_IG (1)" msid="96686566" hostid="261"></div></columnHeadThumb>SUPERCHARGING WORLD EV DAY</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="left_image_body"><bulletContentRow name="left_image_8476256729899678"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Business Insider India September 2022 curated a special episode on the World EV Day. The Virtual panel, shifting Gears; Evaluating the Road to Sustainability featured Dr. Raji Mathi, Director, Automative Research Association of India (ARAI); Anmol Jaggi, CEO, BluSmart Mobility; Suhas Rajkumar, Founder and CEO, Simple Energy; and Anshul Khandelwal, Chief Marketing &amp; Revenue Officer, Ola Group. The group highlighted the challenges and opportunities of fast-tracking EV adoption in India. Watch the feature <a href="https://www.businessinsider.in/sustainability/article/sustainability-forum-shifting-gears-evaluating-the-road-to-sustainable-mobility/articleshow/94248881.cms">here</a></bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody><payload><![CDATA[left]]></payload></bulletContentEmbed> <bulletContentEmbed name="left_image" columns="1"><bulletContentHeading name="left_image_head"><div type="image" title="Quiz Image" msid="96687183" hostid="261"></div></columnHeadThumb>PRODUCT INNOVATION INTERACTIVE QUIZ</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="left_image_body"><bulletContentRow name="left_image_2671779128491774"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Interactivity came to the fore as Business as Business Insider India launched the interactive quiz, drawing audiences to engage with the platform and test their acumen on all things sustainability. you can also participate in the quiz and see how you stack up when it comes to sustainability. Click <a href="https://www.businessinsider.in/sustainability/news/lok-sabha-approves-energy-conservation-bill-to-accelerate-climate-action-opens-multi-billion-dollar-carbon-market/articleshow/93479684.cms">here</a> to take the quiz</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody><payload><![CDATA[left]]></payload></bulletContentEmbed> <bulletContentEmbed name="right_image" columns="1"><bulletContentHeading name="right_image_head"> <div type="image" title="saasscions_roundup" msid="96702847" hostid="261"></div></columnHeadThumb>MARQUEE BRAND INNOVATION VIA INSIDER STODIOS-</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="right_image_body"><bulletContentRow name="right_image_6519875174873057"><bulletContentRowHeading><bulletContentRowHead col="1">SAAS SCIONS FOR AWS</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Business Insider India partnered with AWS to custom create SaaS Scions, a content IP six-part series featuring visionaries in the SaaS space who have catalysed the SaaS domain globally. The series features the country's best known SaaS founders in conversation with AWS' leaders and shines a spotlight on India's growth story while capturing the thinking and vision of India's SaaS scions. Featured guests include Girish Mathrubootham, Jay Vijayan, Sandeep Gupta and Beerud Sheth.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody><payload><![CDATA[right]]></payload></bulletContentEmbed> <bulletContentEmbed name="Money Insider | Season 2 | COMING SOON on Business Insider" columns="1"><bulletContentHeading name="Money Insider | Season 2 | COMING SOON on Business Insider_head"> <div type="image" title="Money Insider" msid="97127935" hostid="261" caption="&amp;lt;p&amp;gt;&amp;lt;sup&amp;gt;&amp;lt;/sup&amp;gt;Money Insider&amp;lt;/p&amp;gt;"></div></columnHeadThumb>Money Insider | Season 2 | COMING SOON on Business Insider</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="Money Insider | Season 2 | COMING SOON on Business Insider_body"><bulletContentRow name="Money Insider | Season 2 | COMING SOON on Business Insider_8003104820832338"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">The best of financial insights from the country’s most creative voices! Business Insider India’s Money Insider brings together the country’s leading ‘Fin-fluencers’ who are heralding a new beginning in the world of financial literacy. 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<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.

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