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<ul><li>The year 2020 was tough for all of us and 2021 hasn’t been easy either but thankfully, we had content creator <keyword id="11284354" type="General" weightage="20" keywordseo="vishnu-kaushal" source="Orion">Vishnu Kaushal</keyword> who channeled our (and his) anger into creating highly relatable videos.</li><li>In today’s episode of <keyword id="11984359" type="General" weightage="20" keywordseo="Influencer-Adda" source="Orion">Influencer Adda</keyword>, we will be tracing Vishnu’s journey, from him uploading his first video to launching his own merchandise.</li><li>We also discuss the future of influencer marketing, how brands can connect with GenZ audiences better, one thing he wishes could change in the industry and his real purpose behind making content.</li></ul>If you are a budding content creator, you probably love the word ‘viral.’ It is only after that first viral video that you feel like you have arrived. As hard as it is to get a video to go viral, it is even harder to maintain the momentum because one viral video does not always translate into a long, successful career as a digital creator. A lot of viral videos are one-offs. So, what happens after the initial firestorm of your video wears off and how do you continue to keep your fans engaged? <div type="Video" msid="87988188" hostid="261" title="Digital Creator Vishnu Kaushal on maintaining your reach after your videos go viral" dataSource="BUSINESSINSIDER" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=87988188"></div> Digital Content Creator Vishnu Kaushal worked at a beverage start-up as its Social Media Manager before he quit his job in Chandigarh to move to Delhi and explore content creation. He has been making videos since 2015 and has experienced many ups and downs in his career trajectory, like many other content creators. But he found his peace in making videos and in spreading smiles on social media through his content. During the first lockdown last year, one of his rant videos ‘The most annoying questions people ask about quarantine’ went viral and garnered around 1.3 million views and he has had many viral moments since then. On how creators can keep their audiences engaged after they go viral, Vishnu said, “In the eternity of the internet, it has never been easy to go viral but a lot of people lose out on that attraction because they don’t have a follow-up plan. By the time I went viral, I had so many videos ready to be uploaded, 17 to be precise. Once you gain a pool of followers, let’s say around 20-25k, you notice patterns and have an understanding of what works and what fails. I had been working on my videos for so many years that when I got my chance, I kept uploading videos consistently and people started liking me. So, it is very easy to go viral but it is so hard to sustain it. It is a struggle every day and a lot of the mega content creators will tell you that because there are so many people creating great content every day. But you have to keep aside that competition and do your thing so well that when you get your opportunity, you have the resources to go all in. The Internet is a big place and there’s space for everyone, so keep doing your thing.” So, as per Vishnu, once you go viral, it is important to stay consistent, replicate what the audience loved before, and most important and challenging of it all, be authentic. Ticket to Bollywood via stop social media? Before Vishnu started making content, he auditioned for a Bollywood movie. While he didn’t crack it, Santu Misra, who took his audition, advised him to explore social media. Social media platforms have also opened up avenues for struggling actors who found it difficult to get into Bollywood otherwise with no contacts. Influencers like Dolly Singh, Kusha Kapila, Prajkata Koli recently got to showcase their talent on the silver screen and fulfill their dreams. Vishnu is also a part of a soon-to-be-released web series. So, can struggling actors find their way through social media? “It is definitely easier to get into Bollywood but if you start from a point that ‘I want to get into Bollywood and that’s why I am making content,’ then it doesn’t work out. What happened with Kusha, Dolly or me, is a bonus because we love making videos. We are having fun making videos, people also like that we are having fun and they want to be a part of that fun. I feel people who are creating content right now will eventually find out that there are so many things to explore. After you have been working on content for a long time, you feel like content is a great tool to explore new things in life, acting is one of those things, cooking, dancing are a few more examples. So, I don’t know if I will end up being an actor or not, I am just exploring myself and my options,” shared Vishnu. As Vishnu explores his wide options and looks for new things to learn, he follows a simple litmus test: is this new path challenging enough and is it making me uncomfortable? Anything that he is scared of exploring or feels under confident about, he does it. Over the years, Vishnu has stopped worrying about the audience’s response to his content. Instead, he focuses on how the process of making that video and its topic made him feel. He also believes that humans constantly evolve and we shouldn’t stick to one thing forever. He says that you don’t need to have one favorite colour for life, it can change. On finding his purpose and true calling, Vishnu said, “When I started out, like a lot of content creators, I believed that my purpose is to make people happy. Now I feel, let's cross that, first I wanna be happy and that will result in people around me being happy. If that happens, it is a bonus. Exploring new things, designing, having conversations with people makes me happy. So for now, my purpose is to create content and explore as much as I can through content till I find my next purpose.” Future of content creation and influencer marketing After Vishnu hit 1000 subscribers on YouTube, he bagged his first brand deal. It was a barter deal of sorts with Ustraa. He got his first paid brand only in March 2020, after his videos started going viral more frequently. Today, content creators and influencers are molding the marketing industry and its future. GroupM and INCA’s recent study had revealed that influencer marketing has become a top priority for marketers in 2021. Every other leader indicated a budget growth of more than 25% in 2021. INCA’s report further said that the Influencer Marketing industry is poised to grow at a CAGR of 25% for the next decade, reaching a size of Rs 2200 crore in 2025. So, as a GenZ consumer and influencer himself, Vishnu shared a few pieces of advice for brands to connect with their audience better. He said, “What brands mostly miss out on is getting the perspective of the influencer they are collaborating with. All marketing campaigns are designed for the masses by people who are quite older than us GenZ. So, I often feel that there’s a missing block of relatability and connectivity. For example, if you see a 20-year-old nano influencer drinking coffee every day for a month, that will have a stronger impact than a campaign that says, ‘Khushboo zinda hai.’ For a certain kind of audience, that messaging just doesn’t sit right. No GenZ kid will care to remember a slogan or a campaign hashtag of a brand. So, to be able to connect with today’s generation, you can hire interns and empower them enough to share their opinions. If seasoned marketers could understand GenZ culture with GenZ interns, that would be great.” From his experience of content creation and branded collaborations thus far, Vishnu had one message to share with brands. He said, “Brands should try to communicate directly with influencers as well. There are too many layers from the brand to the creator and by the time the idea reaches the creator, it is completely different from its origin. So, be more involved, come on the sets and see for yourself if the creator really matches your vision. Sometimes my ideas don’t sit well with the brand, not because I am wrong or they are, but we are on different pages. So it is not always a match. It is important to really understand their audience through the influencer -- people you are trying to market to.”

Your video went viral, but what next? Digital Creator Vishnu Kaushal shares his success mantras

Digital Creator Vishnu Kaushal on maintaining your reach after your videos go viral

Vishnu Kaushal, Saloni Gaur & more: Instagram’s top Indian comedy content creators

<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. 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. 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 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><keyword id="9648465" type="PERSON" weightage="20" keywordseo="sima-taparia">Sima Taparia</keyword> from Mumbai is back and she’s telling fortune again. This time, it is with <keyword id="8681398" type="UNKNOWN" weightage="20" keywordseo="Urban-Company">Urban Company</keyword> and the audience is loving it.</li><li>Tarun Menon, Director Marketing, Urban Company takes us behind the platform's latest influencer marketing campaign with Sima Taparia, shares the thought behind partnering with her and larger goals for this year.</li></ul>Last year, Netflix's Indian Matchmaking introduced India and the world to ace matchmaker Sima Taparia and she quickly became one of the most talked about character from a reality show. The first season ended in July 2020 but the audience hasn’t stopped stanning over Sima Taparia yet. Sima gained instant popularity among millennials and Gen Z and never faded away from the news cycle. Over the past year, brands like Burger King, Tinder, Asian Paints flocked to partner with the internet sensation, who recently starred in Big Boss OTT. Meanwhile, brands are still not over her. Recently, she featured in a campaign for home service and grooming platform, Urban Company. Before Netflix renewed Indian Matchmaking for season 2, Urban Company’s Align your Stars campaign with Sima Taparia generated a lot of chatter on social media. It helped the brand garner 4.5+ million views in less than a week. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> Telling us why Sima was the perfect match for this campaign, Tarun Menon, Director Marketing, Urban Company said, “Sima enjoys cult-like status and is best known for matchmaking based on the stars. She was one of the most talked about people online in 2020. It was a punt – to see if the choice of influencer and content could drive engagement for the campaign.” “The videos themselves have been well received across social media with people relating, reacting and engaging with the content - and has given us learnings to bake into our next campaign,” added Menon. Its marketing objective was to create buzz ahead of the launch of Big Home Rush, an Urban Company sale property. To further spread awareness around its discounts and gain new customers, Urban Company partnered with 14 different young influencers such as Kusha Kapila, Vishnu Kaushal, Mallika Dua, to mention a few, to create content for each zodiac sign. The underlying message of each piece was to encourage consumers to join Urban Company’s Big Home Rush sale. Launched in January 2021, the Big Home Rush sale has become extremely popular with consumers. Even in the ongoing second edition, the company has already delivered close to 500,000 services, witnessing high demand from cities such as Mumbai, Delhi, Chennai, Pune, Bengaluru, and Hyderabad and more. Sharing why it chose influencer marketing to promote its sale, Menon said, “With other media formats driving awareness, the influencer leg sought to create engagement and conversation around the sale, in a way that’s native to the platform (Instagram). We’d observed that in the last 2 months, sun-sign based content was growing in volume, engagement and traction - as people tag their friends and conversation flows organically.” Before Sima Taparia, Urban Company’s partnership with yesteryear’s TV stars such as Rupali Ganguly as Monisha Sarabhai and Komalika also received a positive response from its audience. The idea behind casting such a unique set of stars, from Sima to Monisha, was to find women who can express shock and help open a door for them in the regional markets. “These content pieces were part of a larger campaign for Salon Classic - a newly launched category that offers salon quality services at unbelievable prices. Our intent in partnering with influencers and content creators was to integrate the key message - salon services at unbelievably low prices - into content &amp; culture. It made sense to partner with influencers best known for expressing shock – Hindi TV celebrities with a cult following for the roles they play. We further extended this concept to regional TV artists as well, to build relatability for regional audiences. We are looking to attract new customers and engage existing consumers through this campaign,” shared Menon. Due to the global pandemic, Urban Company has seen an uptick in the demand for home cleaning and hygiene services as people are becoming more health-conscious. The app had become quite popular for its home repair and salon services before the pandemic broke out. However, people have been wary about letting outsiders inside their homes lately. Urban Company rose to the challenge and tweaked its marketing strategy. It started communicating every day about the changes it introduced in its services and updated its audience regularly about the number of employees vaccinated. It tweaked its logo across platforms to convey the importance of social distancing and wearing a mask. Apart from that, it realised that people are looking for a lot of DIY videos to make the best of their time. Therefore, it started uploading beauty and wellness video tips to help its consumers surf through the challenges they are posed with. It is also conducting live sessions to engage with its consumers. <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> Telling us how the company has tweaked its larger marketing strategy after the pandemic to win consumer trust, Menon shared, “We focused on communicating every day about the changes we introduced in our services and SOPs. For example, we completely reimagined certain services, such as threading, to ensure low contact with consumers. For threading, our Beauty experts now wrap the thread around their neck, instead of pursing it in their mouth. We launched extensive campaigns to build communication on our safety protocols and how the Urban Company experience has been reimagined for delivering safe and hygienic services. Our ‘<keyword id="11886690" type="UNKNOWN" weightage="20" keywordseo="uc-safe">UC Safe</keyword> Salon campaign’ included TVCs featuring Neena Kulkarni and Shweta Tiwari aimed at communicating the safety of Urban Company’s salon at home services. More recently, in May ‘21, we ran an extension of the UC Safe campaign, highlighting how over 75% of our service professional base is now vaccinated.” Home services sector in India is largely unorganized and Urban Company is one of the few companies that is formalising it and despite being in the business for 7 years, Menon says that they are still just getting started. Sharing his larger goals for this year, Menon said, Our focus areas will be to increase market share in existing markets and increase penetration in new cities. In the past 2 years, we have expanded to 30 cities in India. Our goal is to be present in the top 100 cities over the next couple of years.”

It's a match: When Sima Taparia met Urban Company and helped the brand gain over 4.5 million+ views in less than a week

<ul><li>ASCI has launched the final guidelines for <keyword id="2540701" type="PERSON" weightage="20" keywordseo="Influencer-marketing">influencer marketing</keyword>.</li><li>It has also launched ASCI.Social, a digital platform that will be home to all information about guidelines and a community of influencers, marketers, agencies and consumers.</li></ul>The Advertising Standards Council of India (ASCI) today unveiled the final guidelines for influencer advertising on digital media. The draft guidelines initially were issued in February and feedback from all stakeholders – advertisers, agencies, influencers and consumers – was sought. To ensure a collaborative process and expert inputs, ASCI tied up with Big Bang Social, a leading marketplace for social storytelling, to get India’s leading digital influencers’ views on board. The guidelines will be applicable to commercial messages or advertisements published on or after June 14, 2021. The guidelines make it mandatory for influencers to label the promotional content they post. As digital media consumption becomes the norm, the distinction between content and promotional advertisements becomes critical. The marketing landscape is transforming, and influencer marketing has become mainstream. Therefore, consumers have a right to know what content has been paid for by brands and the guidelines intend to bring this transparency to influencer marketing. Since ‘Influence equals action’ is a reality now – consumers today not only buy products and services endorsed by influencers, but they also buy into the brand stories they create. Thus, these guidelines safeguard the interests of consumers, influencers, marketeers, and the advertising industry. When the draft guidelines were shared, they sparked vigorous conversations within the influencer community and among other stakeholders. We received feedback from more than 25 different stakeholders over two months, some of them included industry associations like IAMAI, IBHA, advertisers like PepsiCo, P&amp;G, Nestle, HUL, Tata, Star, we also received comments from voluntary consumer organizations. Dolly Singh, Vishnu Kaushal, Ayesha Billimoria, Aanam C, Scherezade Shroff Talwar aka Sherry Shroff, Raghav Meattle, Varun Duggirala and more. ASCI took note of all feedback, concerns and suggestions to arrive at the final guidelines Subhash Kamath, Chairman, ASCI, said: “We received an overwhelming positive engagement and feedback from influencers and others for the draft guidelines, as well as suggestions to finetune and clarify some points. After extensive discussions, we are now launching the final guidelines that balance the interests of consumer, influencers, agencies, advertisers and all other stakeholders. I urge everyone to follow the ASCI Code and the guidelines and be part of this change promising transparency and responsibility.” One of the key questions raised was how ASCI would monitor potential violations of these guidelines. For this, ASCI has identified a French technology provider, Reech. Manisha Kapoor, Secretary General, ASCI said “The Reech Influence Cloud platform uses Artificial Intelligence to identify lack of disclosure on posts of a commercial nature on social media. Machine learning algorithms and pattern searching Regex (Regular Expression) maximize accuracy. As part of ASCI’s increasing focus on digital content, we will continue to deploy advanced technology solutions to keep track of advertisements that violate the ASCI code. Along with the guidelines, ASCI is aiming to develop an inclusive educational approach to shape the narrative of influencer advertising. To achieve this, ASCI is launching the <a href="http://www.asci.social">ASCI.Social</a> platform, a one-stop destination for all information related to the guidelines themselves. The digital platform will be interactive with dos and don'ts, FAQs, information related to the guidelines etc. Over time, ASCI.Social hopes to create a community of social media influencers, consumers, advertisers, and talent management agencies. Dhruv Chitgopekar, Founding Partner, Collective Artists Network and CEO of BigBang.Social said: “The guidelines were the need of the hour considering the rapid growth in branded communications to consumers via social media. We have guidelines for traditional media advertising but, with the boom in influencer marketing, these are essential. We got on board on ASCI’s behest, lending our learnings from extensively working with social media influencers and understanding of brands to the effort. I’m pleased with how comprehensive and practical the final guidelines are. Dolly Singh, who is among India’s leading digital influencers, said: “The digital marketing space is growing rapidly and so are its participants. This is the right time to have a codified system of disclosure. I fully support this move by ASCI because it will result in viewers having even greater trust in influencers like me.” <cmsannotation type="cmsannotation" annotationid="Guidelines for Influencer Advertising in Digital Media" text="Guidelines for Influencer Advertising in Digital Media">Guidelines for Influencer Advertising in Digital Media</cmsannotation> DEFINITIONS Influencer An Influencer is someone who has access to an audience and the power to affect their audiences’ purchasing decisions or opinions about a product, service, brand or experience, because of the influencer’s authority, knowledge, position, or relationship with their audience Virtual Influencer Virtual influencers, are fictional computer generated ‘people’ or avatars who have the realistic characteristics, features and personalities of humans, and behave in a similar manner as influencers. Material connection A material connection is any connection between an advertiser and influencer that may affect the weight or credibility of the representation made by the influencer. Material connection could include but is not limited to benefits and incentives, such as monetary or other compensation, free products with or without any conditions attached including those received unsolicited, discounts, gifts, contest and sweepstakes entries, trips or hotel stays, media barters, coverage, awards or any family or employment relationship, etc. Digital media “Digital Media is defined as a means of communication that can be transmitted over the internet or digital networks and includes communication received, stored, transmitted, edited or processed by a digital media platform. Digital Media includes but not limited to <ol><li>internet (advergames, sponsored posts, branded content, promotional blogs, paid-for links, gamification, in-game advertising, teasers, viral advertising, augmented reality, native advertising, connected devices, influencers, etc.)</li><li>2) On-demand across platforms including near video on demand, subscription video on demand, near movie on demand, free video. On-demand, transactional video on demand, advertising video on demand, Video on demand, pay per view etc.</li><li>Mobile broadcast, mobile, communications content, websites, blogs, apps, etc. / Digital TV (including digital video broadcasting handheld and terrestrial) etc.</li><li>NSTV (non-standard television)</li><li>DDHE (digital delivery home entertainment)</li><li>DTT (digital terrestrial television)</li></ol><cmsannotation type="cmsannotation" annotationid="Guidelines for Influencer Advertising in Digital Media" text="Guidelines for Influencer Advertising in Digital Media">Guidelines for Influencer Advertising in Digital Media</cmsannotation> PREAMBLE: As digital media becomes increasingly pervasive and more consumers start to consume advertising on various digital platforms, it has become important to understand the peculiarities of these advertisements and the way consumers view them. With lines between content and advertisements becoming blurry, it is critical that consumers must be able to distinguish when something is being promoted with an intention to influence their opinion or behavior for an immediate or eventual commercial gain. Consumers may view such messages without realizing the commercial intent of these, and that becomes inherently misleading, and in violation of clause 1.4 (misleading by omission) and 1.5 (abuse trust of consumers or exploit their lack of experience or knowledge) GUIDELINES: <ol><li>Disclosure</li></ol>All advertisements published by social media influencers or their representatives, on such influencers’ accounts must carry a disclosure label that clearly identifies it as an advertisement. The following criteria must be used to determine if disclosure is required: <ol><li>Disclosure is required if there is any material connection between the advertiser and the influencer.</li><li>Material connection isn’t limited to monetary compensation. Disclosure is required if there is anything of value given to mention or talk about the Advertiser’s product or service. For example: If the Advertiser or its Agents gives free or discounted products or service or other perks and then the influencer mentions one of its products or services, a disclosure is needed even if they weren’t specifically asked to talk about that product or service.</li><li>Disclosures are required even if the evaluations are unbiased or fully originated by Influencer, so long as there is a material connection between Advertiser and Influencer.</li><li>If there is no material connection and the influencer is telling people about a product or service they bought and happen to like, that is not considered to be an advertisement and no disclosure is required on such posts.</li></ol>The disclosure must be upfront and prominent so that it is not missed by an average consumer <ol><li>It should be placed in a manner that is hard to miss. </li><li>Disclosures are likely to be missed if they appear only on an ABOUT ME or profile page, or bios, at the end of posts or videos, or anywhere that requires a person to click MORE. </li><li>Disclosure should not be buried in a group of hashtags or links.</li><li>Using a platform’s disclosure tool should be considered in addition to an influencer’s own disclosure.</li><li>If the advertisement is only a picture or video post without accompanying text (such as Instagram stories or Snapchat), the discloser label needs to be superimposed over the picture/video and it should be ensured that the average consumer is able to see it clearly. </li></ol>Videos<ol><li>For videos that last 15 seconds or lesser, the disclosure label must stay for a minimum of 3 seconds. </li><li>For videos longer than 15 seconds, but less than 2 minutes, the disclosure label should stay for 1/3rd the length of the video. </li><li>For videos which are 2 minutes or longer, the disclosure label must stay for the entire duration of the section in which the promoted brand or its features, benefits etc are mentioned. </li></ol>Live streams<ol><li>In live streams, the disclosure label should be announced at the beginning and the end of the broadcast. If the post continues to be visible after the live stream is over, appropriate disclosure must be added to the text/ caption.</li><li>In the case of audio media, the disclosure must be clearly announced at the beginning and at the end of the audio, and before and after every break that is taken in between.</li><li>The disclosure must be made in a manner that is well understood by an average consumer.</li></ol>Following is the list of disclosure labels permitted. Any one or more can be used: <ul><li>Advertisement</li><li>Ad</li><li>Sponsored</li><li>Collaboration</li><li>Partnership</li><li>Employee</li><li>Free gift</li></ul><ol><li>The disclosure should be in English OR in the language of the advertisement itself in a way that is easy for an average consumer to understand.</li><li>A virtual influencer must additionally disclose to consumers that they are not interacting with a real human being. This disclosure must be upfront and prominent.</li><li>Responsibility of disclosure of material connection and also of the content of Advertisement is upon the Advertiser for whose product or service the advertisement is, and also upon the Influencer. For clarity, where Advertiser has a material connection with the Influencer, Advertiser’s responsibility will be to ensure that the posted Influencer advertisement is in line with the ASCI code and its Guidelines. While the Influencer shall be responsible for making disclosures required under the Guidelines. The Advertiser, shall, where needed, call upon the Influencer to delete or edit an advertisement or the disclosure label to adhere to the ASCI Code and Guidelines.</li><li>Due Diligence: The influencers are advised to review and satisfy themselves that the advertiser is in a position to substantiate the claims made in the advertisement.</li></ol>

ASCI guidelines make it mandatory for influencers to label all kinds of promotional content, whether monetary or not

<ul><li>This case study decodes how Netflix’s <keyword id="8451401" type="General" weightage="20" keywordseo="kota-factory" source="Orion">Kota Factory</keyword> created excitement around its new season launch through a 360-marketing campaign.</li><li>Netflix decided to leverage Kota Factory’s central character, <keyword id="10137138" type="General" weightage="20" keywordseo="jeetu-bhaiya" source="Orion">Jeetu Bhaiya</keyword>’s fandom, whose philosophy, dialogues and emotions had generated massive mass appeal during season 1.</li><li>The Title Marketing for Kota Factory Season 2 was done by Netflix India in collaboration with <keyword id="9524608" type="General" weightage="20" keywordseo="the-rabbit-hole" source="Orion">The Rabbit Hole</keyword> Agency (<keyword id="9524607" type="General" weightage="20" keywordseo="zoo-media" source="Orion">Zoo Media</keyword>).</li></ul>With characters that resonated with the audience and real life-like conversations that are permanently etched into the minds of viewers, Kota Factory’s Season 2 was one of the most widely anticipated shows on Netflix India. Even those who might have not seen the show are now familiar with ‘Jeetu Bhaiya’ and his worldly wisdom, thanks to the title marketing campaign driven by Netflix India, hand in hand with The Rabbit Hole Agency (Zoo Media). <cmsannotation type="cmsannotation" annotationid="Insight" text="Insight">Insight</cmsannotation> i) The promotions of Kota Factory 2 was based on the show’s central character ‘Jeetu Bhaiya’ whose philosophy, dialogues and emotions had generated massive mass appeal. He represented that one mentor, teacher, at times dependable friend, everyone needs in life, to help answer life’s questions beyond academics. ii) Jeetu Bhaiya’s popular philosophies were interpreted as ‘Out of Syllabus’ making it the theme for the campaign i.e. most of life’s lessons are learned from experiences that are out of the text books and the classroom. That life truly is much more than just academic achievements or failures. This insight was used in all assets for the title marketing promotions of the series. <cmsannotation type="cmsannotation" annotationid="Innovation" text="Innovation">Innovation</cmsannotation> The title marketing of Kota Factory - 2 caught the attention of many, not only for the engaging video content but because of the seamless way in which the insights were adapted and implemented to suit various platforms and events including Youtube, Quora, IPL Ads, Twitter and Print Media. <ol><li>Teaser Phase</li><li>Jeetu Is Back - Marketing Launch with Youtube Pre-Rolls</li></ol>Kota Factory’s first season ended with the audience’s favourite character ‘Jeetu Bhaiya’ gone missing, leaving audiences restless, curious and wanting Jeetu Bhaiya back. The team leveraged this sentiment and launched the promotions of Season 2 with Jeetu Bhaiya addressing the audience’s most asked question “Kota Factory ka season 2 kab ayega?” in an interesting YouTube pre-roll. <a href="https://www.youtube.com/watch?v=qVMHORCiGKY"></a> 2. #OutOfSyllabus - Real Talk on Instagram with Real Engineers For Engineer’s Day, the team collaborated with engineers who had transitioned to become influencers to share real-life examples of the lessons that they have learned #OutOfSyllabus. These meticulously selected influencers such as <a href="https://www.instagram.com/p/CT1WM3cAEcv/">Mythpat</a>, <a href="https://www.instagram.com/p/CT1cOZGsJNe/">R J Abhinav</a>, <a href="https://www.instagram.com/p/CT1dMbQohuu/">Tanzeel Khan</a>, <a href="https://www.instagram.com/p/CT10tN3lPSR/">Rahul Dua</a> and 30 more creators shared black-n-white selfies of themselves from their engineering days, with a caption that spoke of their experiences while studying engineering as well as certain insights that helped them reach where they are today. <a href="https://www.instagram.com/p/CT1rkvEK4e6/"></a> <a href="https://www.instagram.com/p/CT1rkvEK4e6/">Vishnu Kaushal</a>: This picture is from my graduation, I’ve never really talked about my college much, so here goes that- I happen to be a computer science engineer yet the only thing I know about computers is video editing. Even though by 2nd year I pretty much hated what I was studying, there’s something about the whole experience of being in college, making new friends, taking up new challenges that really shapes the person you’re gonna become. Take my example, I practically did everything other than what I was supposed to do. Sang a terrible song on guitar the first day, joined the ‘modelling’ club (which was a big flex in college, well but, I was still single throughout out so…), joined a not-for-profit organisation that helped me meet hundreds of young kids like me passionate to change the world. I think the thing I did learn was how incredibly unique people &amp; their stories are, and I saw myself become a more compassionate person. Between these stories, I found a little bit of who I am &amp; who I might want to be I think that’s what I took from my college. No wonder engineers end up working in every department other than their technical department. Here’s to having a love-hate relationship to your college 🤝🌝 Wishing all the engineers a Happy Engineers Day! <a href="https://www.instagram.com/p/CT17QxDPHn1/"></a> <a href="https://www.instagram.com/p/CT17QxDPHn1/">Tanya Khanjijow</a>: I vividly remember when I was preparing for engineering entrance exams in school, I would sit in the corner of my class even during recess trying to prepare for mock tests or for practising problems! 😅 Ekdum loner Wali life ho gayi thi because I had to give up on randomly hanging out with friends or skipping family functions, movies, tv shows etc. When I finally secured a place in DTU, I tasted the contentment of achievement for the first time ever in my life! And it was a wonderful feeling. Mujhe laga, iske baad college life toh bahut straightforward hogi. Little did I know that it was going to be a big life lesson in itself. Last minute studies se le ke, group discussions, from finding my love for travel to saving up every penny to be able to travel or struggling to find like-minded friends. I’m really grateful that I found to travel in those days and backpacking quickly became my love. I would again skip every possible occasion to only save my pocket money for travel. Thankfully I also found some friends who taught me a little about photography. But fir bhi somehow I managed to ace last-minute syllabus coverage before exams &amp; manage attendance (haha!) to continue travelling. Kaafi kuch Sikhaya hai college life ne. Good and bad moments alike! So, the day I graduated, I thought it was going to be the end of an era or the beginning of something new, little did I know that the journey itself was everything I needed, to be where I am today. What I learned from surviving four years of engineering college, is that zindagi me har type ka lesson zaroori hai. And sometimes you don’t just learn subjects when you’re a student, but leave college with some real life lessons. And if you’re lucky, even your passion! Wishing all the engineers a Happy Engineers Day! Kota Factory Season 2 arriving on 24th September, only on Netflix. 3. Netflix’s Kota Factory takes on IPL 2021 With India watching the IPL, the team had to ensure audience awareness was created. In an industry first, Kota Factory was advertised on Hotstar during IPL 2021 wherein viewers watched the show’s protagonists chalk out fun analogies and drawing a parallel between IPL and IIT entrance exam preparations in 2 brand films. <a href="https://www.youtube.com/watch?v=pd1VlQans78"></a> <a href="https://www.youtube.com/watch?v=hPqHHFlKMxo"></a> Trending at India #4 on Twitter with Brand and Creator Banter - #JeetuBhaiyaOP <a href="https://twitter.com/NetflixIndia/status/1440626479776235531"></a> Ahead of the release, the team encouraged Twitterati to seek life advice from Jeetu Bhaiya, fondly dubbed as the ‘OG’ teacher by fans of the show. Various influencers such as Aishwarya Mohanraj, Srishti Shukla, Sagarcasm and brands such as Tinder, Spotify, Dream 11, Myntra organically participated in the activity and asked questions with the hashtag #JeetuBhaiyaOP. These questions were met with responses in the character’s quintessential style, which had Twitter buzzing and the #JeetuBhaiyaOP trending at #4. <a href="https://twitter.com/AishwaryaMrj/status/1440639509347979264?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1440639509347979264%7Ctwgr%5E%7Ctwcon%5Es1_&amp;ref_url=https%3A%2F%2Fwww.news18.com%2Fnews%2Fbuzz%2Fwhat-life-advice-would-you-want-from-kota-factorys-jeetu-bhaiya-netflix-wants-to-know-4236539.html"></a><a href="https://twitter.com/dusky_drone/status/1440640181342597140?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1440640181342597140%7Ctwgr%5E%7Ctwcon%5Es1_&amp;ref_url=https%3A%2F%2Fwww.news18.com%2Fnews%2Fbuzz%2Fwhat-life-advice-would-you-want-from-kota-factorys-jeetu-bhaiya-netflix-wants-to-know-4236539.html"></a> <a href="https://www.instagram.com/p/CUaIp52B8Ar/"></a> <a href="https://www.instagram.com/p/CUaIp52B8Ar/"></a> 5. Jeetu Bhaiya even took over Quora! While most marketers may not consider Quora as the go-to destination for a film marketing campaign, the promotions of Kota Factory leveraged the knowledge-sharing platform in the most unique format, making it one of the biggest and most engaging highlights of the strategy. Using Quora’s feature of “Promoted Answers”, the team launched a Netflix India page, specifically for the promotion of Kota Factory 2, to connect with the students appearing for IIT exams. Known for being one of the most difficult entrance tests, Kota Factory’s promotions addressed the issues, challenges, and doubts faced by students in the style of various characters from the show.. Some answers were also dialogues from the show. In a short span of time, Netflix’s Quora page had over 15 million answer views, making it the ‘Most Viewed Writer’ across all IIT and JEE preparation related Topics on Quora!. The quirky responses written, drove immense engagement. <a href="https://www.quora.com/profile/Netflix-India%5C"></a> <a href="https://www.quora.com/profile/Netflix-India"></a> <a href="https://www.quora.com/profile/Netflix-India"></a> <cmsannotation type="cmsannotation" annotationid="Jeetu Bhaiya Ke Funde on Youtube" text="Jeetu Bhaiya Ke Funde on Youtube">Jeetu Bhaiya Ke Funde on Youtube</cmsannotation> Since Jeetu Bhaiya is known for his out-of-the-box teaching methods and efforts to include real-life instances to drive home his point, the team created content for YouTube highlighting this facet of the character. The video reached over 2.47 million views a day prior to the launch and left the viewers intrigued, moved and curious to see what season 2 had in store for them. <a href="https://www.youtube.com/watch?v=7tJSGFx4K4c"></a> B) Release Day Truth Bombs with Every Coaching Class Ever on Youtube! Coaching classes in India are a subculture in itself. The teams created a satirical sketch called “Every Coaching Class Ever” representing the cons some coaching classes tend to pull on naive parents and children except for Jeetu Bhaiya’s of course. The video earned 2.6 million views on YouTube. <a href="https://www.youtube.com/watch?v=_XxvfHwI5y0"></a> Taking a dig at Coaching Classes with Print Media Through the years we’ve seen ugly number games on the front page of the newspaper where coaching classes parade students based on their ranks. People need to be reminded that a child is not a success meter, they are much more than that. Taking a cue from, ‘Out of Syllabus’, this coaching institute ad didn’t talk about the successful IIT ranks, but successful lessons learnt ‘Out of Syllabus’. C) Post Launch Promotions Charm Battles (Mayur V/S Ranjan FTW) This #CharmBattle was every nerd’s delight. This fun format saw Mayur More and Ranjan Raj battle it out to impress Ahsaas Channa. With pick up lines testing one’s math and physics to see which actors had the most ‘chemistry’. This fun video proved that engineers can be charming too in their own geeky way. The video has garnered over 1.54 million views. <a href="https://www.youtube.com/watch?v=pEk7-0R_ygw"></a> Mess Food with OKTested Popular Opinion is that Mess food is unanimously despised by everyone whereas on the other hand, “Maa ke haath ka khaana” is unanimously celebrated. In Kota Factory - 2, as mess food and home food is highlighted and talked about in the episodes, the team collaborated with the hosts of Scoop Whoop’s Ok Tested to taste 5-6 dishes and guess whether the dishes were prepared in a college mess or by moms. The video garnered 312K views. <a href="https://www.youtube.com/watch?v=IzbgJhR2Ppc"></a> <cmsannotation type="cmsannotation" annotationid="Results:" text="Results:">Results:</cmsannotation> <ul><li>The #OutOfSyllabus activation on Instagram with 30 leading influencers generated over 130K likes and over 6000 comments. </li><li>#JeetuBhaiyaOP on Twitter was not only trending at #4 but also resulted in 1.6M impressions and a total engagement of 20,667. </li><li>The activation on Quora saw over 19 million answer views, making the Netflix India page, the ‘Most Viewed Writer’ across most of the popular IIT and JEE preparation related Topics on the platform </li><li>YouTube Branded Video Content <ul><li>‘Jeetu Bhaiya Ke Fundey’ garnered over 2.5 million views</li><li>‘Every Coaching Class Ever’ garnered over 2.7 million views </li><li>‘The Charm Battles’ resulted in over 1.6 million views</li><li>‘Can You Identify The Mess Food? | Ok Tested’ resulted in 450K views </li></ul></li><li>The Print Ad gained over 600 organic comments and shares over Linkedin amongst consumers and stalwarts of the advertising industry.</li></ul>

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