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<ul><li>In 2020, Wattpad is looking at increasing its brand partnerships.</li><li>2019 saw it partner with T-Series, Universal, Penguin Random House, Harper Collins, Graphic India, Aleph Publishing and Teach for India.</li><li>For Wattpad, the future goal is to ‘entertain and connect the world through stories’.</li></ul>For global writing community and multiplatform entertainment company Wattpad, 2019 was a year of many innovations and landmarks. Last year, Wattpad’s global community touched the 80 million mark, and Apple recognized the platform for driving the Storytelling App Trend of 2019. Wattpad also made a move towards helping writers earn money on the platform by introducing several new monetization initiatives like Wattpad Premium and Wattpad Paid Stories. In entertainment, Wattpad’s film ‘After’ won a People's Choice Award for Best Drama Film, three Teen Choice Awards, and became one of the top-grossing indie films of the year. Their Hulu show, ‘Light as a Feather’ received four Daytime Emmy nominations and a second season order. The Wattpad Studios team also signed a dozen international entertainment deals, forming new partnerships and developing projects with the biggest studios across Europe, Latin America as well as in South Asia. Globally, the platform has been working with brand partners like JC Penny, National Geographic, and T-Mobile. Closer home as well, 2019 saw Wattpad bring brand partners like Universal Music India, T-series, Gaana.com, Graphic India, Big Bang Music, Penguin India and Harper India on board. Come 2020, the platform aims at working with more brands, to build a stronger community of storytellers, while also giving advertisers an opportunity to target an engaged community of writers and readers. Wattpad’s India story In India, Wattpad introduced the <keyword id="7098442" type="UNKNOWN" weightage="20" keywordseo="Wattpad-India">Wattpad India</keyword> Awards in December 2019. Modelled on The Wattys, Wattpad’s annual global writing competition, the initiative is aimed at engaging with Wattpad’s growing community of readers and writers in India. Speaking about some of the other highlights from India, Devashish Sharma, Country Manager, Wattpad India said, “2019 was all about educating the market about the offerings of Wattpad. We parterned with schools, colleges, publication houses, trade bodies, production houses, music labels etc. We showcased a new way of connecting with your fans/audience through storytelling. In addition to digital contests, we also ran Masterclasses, Wattpad Campus Talks etc. to reach out to new users.” The platform also partnered with various brands like T-Series, Universal, Penguin Random House, Harper Collins, Graphic India, Aleph Publishing, Teach for India, etc and is on the lookout for bringing more partners on board this year. How brand partners benefitted When used right, storytelling can be an important tool in engaging with audiences. And as more and more brands open up to this power of storytelling, it is expected that Wattpad will see more brand partnerships. Speaking about the opportunities that the platform offers for advertisers, Sharma said, “We are already deeply engaged with brands in India and around the world. With our combination of technology, community, engagement, and a built-in network of influencers, we transform the way brands connect with their audiences - particularly Gen Z - through stories. From video with best-in-class completion rates to branded content and native programs with Wattpad influencers, we tailor brand campaigns to find the best way to reach the right audiences. Wattpad Brand Partnerships aligns brands with stories that are unique, diverse, and have a massive built-in audience so that they can always reach the right consumers with content that is perfectly tailored for them.” Using a new-age platform like Wattpad also means that one has to come up with innovative ways of engagement, and that’s what a few partners tried to do. Gaurav Wadhwa, Founder, Big Bang Music (a JV of Kwan and Sony Music) said, “We've successfully worked on campaigns with WattPad - to combine music and it's expression at a time when nobody seems to be doing it. It's about moving beyond traditional streaming apps, but finding audiences that are still music-centric. Each song that we release through Big Bang Music is unique and WattPad gives us that edge to market these songs to a new audience.” Moreover, publishing houses find a direct connect with a platform like Wattpad. Speaking about how they gained from their recent partnership with the platform, Niti Kumar, Senior VP – Marketing, Digital &amp; Communications, Penguin Random House India said, “It’s been about a year since we have been collaborating with Wattpad to drive discoverability for our books and authors. We started a little cautiously but over time have seen great value online and offline through initiatives like campus events, online chats, contests and excerpt posting. There’s still a lot of potential that Wattpad has and we look forward to newer and better initiatives in 2020!” Wattpad’s vision for the future For Wattpad, the goal is to ‘entertain and connect the world through stories’. Throwing light on their goals ahead, Sharma added, “We are investing in India, growing our business and community in the market, and creating global opportunities for Indian storytellers. We’re helping writers all over the world build an audience and get discovered. Wattpad writers are already bestsellers. When you turn on the TV, go to a movie, or log in to your favourite streaming services, Wattpad’s insights could be behind the decisions that led to that project being green-lit. Soon you’ll see even more Wattpad stories on screens everywhere. India is home to some of the most creative storytellers on the planet, with the most exciting literary and entertainment sectors anywhere. We want to help more India Wattpad writers build a global audience, telling their stories to people around the world.” -- Wattpad is backed in India by Times Bridge, an investment arm of the Times Group

Wattpad: Empowering writers and connecting the world, one story at a time

<ul><li>Ad &amp; Media Insider’s latest property Storyline, brought to you in association with <keyword id="1959531" type="General" weightage="20" keywordseo="wattpad" source="Orion">Wattpad</keyword>, one of the world’s most loved <keyword id="282281" type="General" weightage="20" keywordseo="storytelling" source="Orion">storytelling</keyword> platforms, endeavors to decode what storytelling stands for today. </li><li>Today, we bring you highlights from our first three episodes where we discuss how marketers and advertisers are navigating new mediums and innovating to tell engaging stories in today’s highly dynamic world.</li><li>Watch <keyword id="4332869" type="General" weightage="20" keywordseo="pg-aditiya" source="Orion">PG Aditiya</keyword>, Chief Creative Officer, dentsu Webchutney and Pooja Manek, creative director, dentsu Webchutney Bengaluru, <keyword id="2289556" type="General" weightage="20" keywordseo="rajdeepak-das" source="Orion">Rajdeepak Das</keyword>, CEO &amp; Chief Creative Officer – South Asia, Leo Burnett and <keyword id="336063" type="General" weightage="20" keywordseo="sonal-mishra" source="Orion">Sonal Mishra</keyword>, Associate Vice President- Marketing, <keyword id="6630114" type="General" weightage="20" keywordseo="unacademy" source="Orion">Unacademy</keyword> talk about creativity and what it takes to tell successful stories in today's world.</li></ul>Stories are almost as old as human existence and with time, storytelling has evolved, hand-in-hand with human evolution. It has been an important part of our history and will continue to be an intrinsic part of our future too. In today’s digitally-driven world, where almost everything is happening online, storytelling continues to be at the heart of it all, albeit in different forms. Brands are still trying to find new ways of telling stories that engage with the consumers, and help the brands seamlessly become a part of their lives. Ad &amp; Media Insider’s latest property Storyline, brought to you in association with Wattpad, one of the world’s most loved storytelling platforms, that endeavors to decode what storytelling stands for today, how marketers and advertisers are navigating new mediums and innovating to tell engaging stories in today’s highly dynamic world. Here are some key takeaways from our first three episodes: Episode 1: PG Aditiya, Chief Creative Officer, dentsu Webchutney and Pooja Manek, creative director, dentsu Webchutney Bengaluru Dentsu Webchutney in 2021 was the highest scoring Indian agency at the Cannes Lions this year, for the second year in a row. This year, the agency got 20 shortlists, bringing home a total of 7 Lions. So we tried to understand what storytelling means for this dynamic young agency. Mediums and Creativity Both PG Aditiya, Chief Creative Officer, dentsu Webchutney and Pooja Manek, creative director, dentsu Webchutney have been responsible for crafting some of the agency’s most-loved campaigns over the last few years. We got to talking to them about how writing for the internet has impacted long-form writing and Aditiya started off with, “If long copy was Julius Caesar, then the internet is Brutus, with the last stab.” And truly, the internet has often been accused of killing long copy. However, Aditiya feels it has given birth to a new writing aesthetic. Today it is not simply about crafting a great video, it could be about writing that perfect tweet or creating that engaging reel. “We have a joke within the team, that if a tweet is taking more than 15 minutes, its not worth it. There are so many trends everyday and at times, brands try too hard to get the most manufactured tweet with very engineered writing. And that’s when you get caught. We all make the mistake of thinking that the younger audience, especially Gen Z, are kids. But honestly, it's time to consider them as grownups and trying too hard comes across as a red flag for them,” explained Manek. What works today On what works in today’s world, Manek says, “Today, it’s no longer about something that is embraced and enjoyed. It is more about what travels. For GenZ, it is usually quid pro quo, you have to give them something for them to give you something back. It's no longer about hard selling, or over-engineering, it's about giving them something to chew on, and that’s how you get their attention.” The internet is also an ephemeral medium. So how does one create engaging stories for the medium? “We try to spend less time on the theory of it and just make sure that whenever one of us has something that's worth not letting go of, we try to make it work,” added Aditiya. User-Generated Content: The Secret Sauce The advent of social media has also given consumers a voice today and user generated content has become an important tool for many brands. Webchutney has come up with a lot of social media campaigns that have gone on to generate UGC, making brands the talk of the town and part of a lot of trends. Talking about one such campaign they did for Tinder, Manek said, “For Tinder’s Valentine’s Day campaign, we were doing something around moving on. We were thinking of a few ideas and we realized that the digital age has made it harder for us to move on because you might want to move on but then you get reminders on different platforms. We all have so many pictures stored on our phones that we don’t delete maybe because we are attached to the memory, or we look good. So we launched a photoshopping service for two days and asked people what they wanted to replace their exes with. And we kept getting requests and replaced people with pizzas or wine. So we ended up photoshopping pictures for close to 36 hours, and that’s the power of UGC. We couldn’t have done it without people actually sharing those pictures. So you give the consumer something which is worth it and you just empower them and then magic happens.” Aditiya said that this idea also busted the myth that you need some kind of incentive to make a UGC campaign work because at the end of it, consumers were not exactly winning something but were simply ‘Axing their Exes’. Watch the full episode here: <div type="twitter" handle="admediainsider" handlename="Advertising and Media Insider India" image="http://pbs.twimg.com/profile_images/1281482517443305472/8RPcjmow_normal.jpg" favoritecount="3" retweetcount="5" status="LIVE | Join @PGAditiya, CCO, @webchutney and Pooja Manek (@boredmanek), Creative Director, @webchutney in conversat… https://t.co/yH7WRSlYK4" createdat="1644924610000" id="1493548184102080513"></div> Episode 2: Rajdeepak Das, CEO &amp; Chief Creative Officer – South Asia, Leo Burnett Rajdeepak Das, the chief creative brain at Leo Burnett is often considered to be one of the most experimental and innovative creative storytellers in the country and a discussion around storytelling would have been incomplete without a conversation with him. In our 2nd episode, we caught up with Das who talked to us about his storytelling journey and how he has evolved as a storyteller, with the evolution of mediums and consumers. He tells us that his love for storytelling started as a child, when his mom would tell him stories from Panchatantra or Mahabharata. “My mother would enact a lot of those stories and I would be awestruck. And when a storyteller is asked ‘And then?’, that’s when you realize the power of storytelling. That’s exactly what we are doing while scrolling social media platforms, looking for our ‘And then’ on these mediums. And I feel, till the time humans are on this planet, the mediums will change but the navarasa won’t,” he said. The Creative Intuition For every creative professional, there is usually a method behind all the madness. For Das, who says he is bad at most languages he has tried to learn, it is more about understanding the human feelings than understanding a language. “For any creative person, it is all about having an intuition, to understand why people say what they say and do what they do. As a creative, you have to have an intuition about what will work for consumers. You have to dream of what people want and then create something out of it,” he explains. He also adds that the best way of bringing these dreams to fruition is by realizing that it can no longer be a one-man show. “Gone are the days when people would consider themselves God and think they know everything. That is impossible today. In today’s world, the only way of creating wonderful stories or bringing our ideas and intuitions to a proper execution is by ensuring you work with people who are smarter than you,” he added. Finding solutions to human problems Earlier this year, <keyword id="261687" type="General" weightage="20" keywordseo="leo-burnett-india" source="Orion">Leo Burnett India</keyword> launched ‘StreetEye’, a motorcycle mounted device to help map potholes in real time which had the potential of saving thousands of motorcyclists from accidents and mishaps for digital general insurance brand, ACKO. The agency used technology to solve a basic human problem, and according to Das, that is what <keyword id="35666" type="General" weightage="20" keywordseo="advertising" source="Orion">advertising</keyword> should be about. “If I were to reflect on what advertising is all about today, I don’t believe in storytelling. It is all about finding human problems and solving them. Once you are able to do that, you will automatically create stories. And that’s what we did with ACKO’s StreetEye. The brand said, we don’t want to be just about insuring people. We want to get two step ahead and talk about protecting people. We didn’t want to talk about the cure; rather we wanted to do something to prevent the accidents from happening. And this is just one part of it. Everyday, we are working with brands like Reliance, Ariel, Tide, CarDekho, Airtel etc where it is all about using innovation to solve everyday human problems. A consumer doesn’t want advertising, he doesn’t want to buy things. If you are able to become a part of their lives by solving their problems, people will come to you,” said Das. Watch the full episode here: <div type="twitter" handle="admediainsider" handlename="Advertising and Media Insider India" image="http://pbs.twimg.com/profile_images/1281482517443305472/8RPcjmow_normal.jpg" favoritecount="4" retweetcount="4" status="LIVE | Join Rajdeepak Das, CEO &amp; Chief Creative Officer – South Asia, Leo Burnett in conversation with… https://t.co/9f6u7Qr99z" createdat="1645097410000" id="1494272960705675264"></div> Episode 3: Sonal Mishra, Associate Vice President- Marketing, Unacademy Storytellers, since time immemorial, have been exploring formats of narration that span nearly every conceivable gamut. And a lot of brands, in the early days of digital marketing, would stick to short videos. At the same time, there are brands that have been part of long-form stories, where they have seamlessly become a part of the narrative. In the past few years, we have seen Unacademy do that again and again, be it with its association with The Viral Fever (TVF) for hugely popular web series like Kota Factory and Aspirants, or its recent talked-about IPL ads. The brand has, time and again, used long-form content to draw audiences into their narrative, and it has largely worked for the most part. To understand the brand’s secret sauce, we caught up with Sonal Mishra, Associate Vice President- Marketing, Unacademy, who took us behind the brand’s thought process and what has helped them stand out. Crafting clutter-breaking stories Over the years, digital has become a highly cluttered medium where everyone is trying to grab eyeballs where there is limited mindspace. So what are a few factors that Unacademy keeps in mind while crafting its stories? “As a brand, we try to be unique and do the unexpected, but at the same time be relatable and believable. The emotions one derives and the value that you add is what stays with the audience for a very long time. So it's very important to be relatable and believable. Having said that, it is also important to tread on different routes that meet the consumer at different touchpoints in their journey. So it's very important to latch on to a stronger human insight to build that consumer connect,” shared Mishra. For Unacademy, the goal is to engage with learners across the countries, be it in the metro cities or the smaller Tier II and III cities. Therefore, collaborating with platforms and creators who can help them reach out to a larger audience has been at the core of their associations with the popular TVF webseries. “Whatever we do is about becoming a part of our consumer’s life cycle, connecting with them by addressing a topic they can relate to. Our recent property Unacademy Unwind, which was all about music and unwinding hit a different chord altogether. Another campaign we did called Mistakes – the Greatest Teacher, did very well. The campaign said that Unacademy doesn’t just stand for clearing exams or being successful, it also stands for the journey you took. These are a few things that have helped us stand out,” she explained. Creating campaigns by listening to consumers Brands that are able to listen to their consumers, catch their pulse and create content pieces around those insights are usually the ones to woo them. Unacademy has been able to break the clutter through a lot of its recent campaigns. So what is their feedback mechanism that is helping them craft their communications? “Its not that we have figured it all out and know these are the secret ingredients that can make a piece of content work. It's a constant learning for us as well. But the benefits of these partnerships, initiatives, associations have been huge. They've helped us amplify the reach for the brand, build trust and penetrate deeper into the country. There were a lot of learnings from our associations like Kota Factory and Aspirants that we would like to better in the next property that we create. There have been a lot of pluses and we are learning at each step,” she added. Long-form vs short content While a lot of brands have been focusing on creating shorter, bite-sized content, Unacademy has associated with TVF and created highly talked-about webseries that have become a part of pop culture. Why did the brand choose long-form content over shorter content at a time when people are constantly talking about decreasing attention spans? “Understanding the psyche of the audience helped us. A strong story is something we mutually work on with our partners, but at the same time, from a brand standpoint, we have always ensured that the product integrations are so seamlessly weaved into the story into the content, that it doesn't actually disrupt the flow of the story and the audience can continue to enjoy and get entertained. So that is something which we are very conscious of. And that's why whoever we partner with also find the entire journey exciting,” said Mishra. Watch the full episode here: <div type="twitter" handle="admediainsider" handlename="Advertising and Media Insider India" image="http://pbs.twimg.com/profile_images/1281482517443305472/8RPcjmow_normal.jpg" favoritecount="2" retweetcount="2" status="LIVE | Join Sonal Mishra, Associate Vice President, Marketing at @unacademy in conversation with @AshwinRaghunath a… https://t.co/51eEJystug" createdat="1645443009000" id="1495722508720349184"></div>

Storyline: Where master storytellers tell us what goes behind crafting engaging stories that stand the test of time

Luminary, among the world’s leading subscription platforms for high-quality podcasts, today announced a partnership with <keyword id="4519251" type="PERSON" weightage="20" keywordseo="times-bridge">Times Bridge</keyword> to bring its premium audio experience to Indian consumers. Times Bridge, a leading global investments and partnerships firm, will enable Luminary to launch, scale and expand its reach in India, the world’s largest open Internet market. With news of this strategic partnership, Luminary joins Times Bridge’s global portfolio of market-leading, mission-driven partners who see India as essential to their global business: consumer and enterprise businesses alike, including Airbnb, Coursera, Headspace, Houzz, Stack Overflow, Smule, Uber and <keyword id="1959531" type="PERSON" weightage="20" keywordseo="Wattpad">Wattpad</keyword>, have all generated outsized global value for themselves in recent years by partnering with Times Bridge in India. Times Bridge is a division of The <keyword id="11125" type="ORGANIZATION" weightage="20" keywordseo="Times-Group">Times Group</keyword>, India’s oldest and largest media and digital company. Founded in 2018 and backed by marquee global investors including <keyword id="89463" type="ORGANIZATION" weightage="20" keywordseo="NEA">NEA</keyword>, Luminary has set out to transform the global podcasting industry by offering an elevated experience for both listeners and creators. The company offers a subscription service for its premium content - which features personalities such as Russell Brand, Lena Dunham, Trevor Noah, and Dave Chappelle - and has amassed a slew of accolades, most recently from The <keyword id="216707" type="CITY" weightage="20" keywordseo="NEW-YORKER">New Yorker</keyword>, The Webby Awards and Adweek. In April, Luminary announced that its podcasts would be offered on the Luminary channel of Apple Podcasts, making them available globally. Luminary’s official launch in the Indian market coincides with exceptional growth in audio consumption across India in recent years. The country is now the world’s third-largest podcast market, after China and the United States, with a monthly listenership of 58 million and expected growth to 200 million by 2024. Luminary aims to meaningfully cater to India’s vibrant cultural, demographic and linguistic diversity with soon-to-be-launched exclusive Indian content. Drawing on Times Bridge’s local know-how, its operational support and the unmatched reach of Times Group assets, Luminary will forge strategic partnerships, launch original Indian content, build a localized brand voice and contextualize its product experience for the Indian market. Times Bridge’s unique influence-and-insight oriented approach and dedicated resources will accelerate the growth of Luminary’s platform and advance its mission in India. <div type="ExtQuote" text="India is an incredibly exciting audio market and we are thrilled to have the opportunity to serve it with Times Bridge. We can’t wait for Indian audiences to experience our unique content offering. Over the course of the next year we plan on becoming a part of the robust Indian podcast ecosystem." auname="Simon Sutton, CEO of Luminary Media"></div><div type="ExtQuote" text="Times Bridge’s mission is to bring the world’s best ideas to India and share India’s best insights with the world. Luminary is an original idea with proven appeal with audiences who are passionate about high-quality audio experiences. With podcasting as a medium on the rise in India, and with millions of Indians now developing a habit of educating and engaging via audio, we are confident Luminary will delight new audiences in India - and unlock new stories from India for the world." auname="Rishi Jaitly, CEO of Times Bridge"></div>

Luminary partners with Times Bridge to bring its premium podcast platform to India

<ul><li>Ad &amp; Media Insider in partnership with Wattpad, hosted a 2-part webinar where we brought industry experts to discuss what makes GenZ different than others, which mediums do they use, how to capture their attention in less than 8 seconds, which topics are they most passionate about and why communication can no longer simply be a monologue. </li><li>The panel was moderated by Dr. Marcus Ranney, Champion of Well-being and had Sameer Yadav, Associate Director - Marketing (Chocolates), Mondelez India, P.G. Aditya, NCD, Dentsu Webchutney and Chris Stefanyk, Head of Brand Partnerships, Wattpad as panelists. </li></ul>Generation Z, which includes anyone born after 1996 and is in the age group of 18-24, is not just digital savvy, they are digital natives who are immersed in social media. They are a tweet away, catching up on the news developments and dance trends on Instagram, with an attention span of a gnat, wanting to see real content and calling out fake news. This generation is surrounded by a barrage of information online, spoilt for choice and skip ads that do not keep them hooked beyond the first few seconds. But if you do get their attention in 8 seconds, they are also a generation that binge watches content. India also has the largest population of young people, making them an important target group for marketers. However, marketers in India -- who are largely Millennials or Xennials and invest in traditional mediums -- are still trying to understand the upcoming generation to find out new ways to market and evolve with them. So, to figure out the most effective ways to connect with GenZ and help quell this panic of navigating the clutter, Ad &amp; Media Insider in partnership with Wattpad, hosted a 2-part webinar. Industry experts decoded how to market to this new age group, which channels deserve the majority of a brand’s marketing monnies, and new ways of appealing to the younger generation. The panel was moderated by Dr. Marcus Ranney, Champion of Well-being and had Sameer Yadav, Associate Director - Marketing (Chocolates), Mondelez India, P.G. Aditya, NCD Dentsu Webchutney and Chris Stefanyk, Head of Brand Partnerships, Wattpad as panelists. <keyword id="10216730" type="UNKNOWN" weightage="20" keywordseo="understanding-genz">Understanding GenZ</keyword> GenZ has an attention span of a gnat, which is less than 8 seconds and Millennials have an attention span of goldfish. Tinder, whose core audience is millennials and GenZ, had changed its Twitter bio to “RTs are now hugs” after one Twitter user requested it to retweet at midnight and a few others jumped on the trend. Aditya made a point that GenZ wants to be heard but brands need to respond to their queries as they also forget very quickly. Sharing a yardstick Aditya uses to measure a campaign's success probability, he said, “If someone chooses to interact with your brand, how quickly am I responding? We should use that as a parameter to gauge GenZ's attention span, because if someone tweets about you at 11:47, they will forget it at 11:50.” GenZ adapts to new technology faster than Millennials, Xennials and Boomers but that isn’t the only way marketers should look at GenZ. Yadav highlighted why it is important to segregate them into different psychographic segments and analyse their behaviour. “GenZ is not just an age bracket. You need to consider some beliefs, attitudes and then you try to figure out what are their interest areas, which you can then narrow down to a right set of cohorts you want to target. In this case, even the spillover might be better rather than segmenting them into a different set of age groups,” said Yadav. Building on Yadav’s point, Stefanyk spoke about diversity and commonalities within GenZ. While they might have a different upbringing, they are all looking for honest communication. Stefanyk said, “We realised in our research that GenZ is by far the most diverse generation of all time. For example, 48% of the North American audience claimed to have sexuality other than straight. To connect with them, you need to be serving content that relevantly speaks to them. GenZ wants to be spoken to as an individual and not a group. They are the first ones acting as BS (bull sh*t) detectors. So, they will call you out, at a platform or brand level. In North America, there is a concept called cancel culture which is GenZ using social channels to cancel brands, people or otherwise. At the end of the day, you have to be true to what your platform stands for.” Using the right mediums At-home media consumption as well as online consumption has grown significantly in lockdown, particularly among younger viewing audiences. According to Kantar's report, online video saw the greatest increase during lockdown, with 72% traffic coming from GenZ. However, experts said medium doesn’t matter as much as storytelling does. New-age brands like Swiggy and Zomato continue to explore email marketing regularly. Mondelez’s lion’s share still goes to traditional media and Yadav said that message supersedes the medium. “In India, if you have to reach the masses and drive scale, you will have to go to traditional media. When it comes to marketing to GenZ by using traditional media, it depends on your message. Before we select a medium, we invest more in understanding the platform and research on what consumers are doing on that media, what they are sharing and liking. If you compare 2020 to 80s, of course, brands are moving tremendously towards the digital side but traditional media is here to stay. It continues to be the biggest aggregator followed by other properties,” said Yadav. Mondelez further personalises its campaign for GenZ according to their common interests and finds a perfect time slot when they are open to receiving more information. Yadav said, “We believe in personalisation. GenZ in Kerala vs Nashik is very different. So we try to personalise to an extent that we send out 100-150 creatives at different points of time so that we resonate better with that particular consumer cohort. We try to draft distinct messages for different consumer cohorts. We try to target them at a relevant time in the day, personalise it further according to which region they are in and their interests.” Brands can no longer sell to them: Moving away from monologue to dialogue The panelists discussed how GenZ is increasingly becoming more aware of how advertising works and is able to separate grey from black. They view brands as a form of self-expression and to connect with them, panelists said, it is important to include them in the content-making process. On how brands can ensure that GenZ engages with their stories, Stefanyk said that it is important to choose the right issue they would resonate with, include them in the part of the storytelling process, promise action-oriented results and deliver behavioural change. He added, “Marketers targeting GenZ, bear in mind that purpose means action, not words. Decreasing attention span is a myth if people learn how to engage in content that speaks well to them.” Aditya also highlighted why marketers targeting GenZ should follow just one mantra, that is, be real. He said, “Millennials want brands to have a sense of purpose. GenZ has taken that a step ahead. They are not just satisfied with a purpose, they want real action from brands. The understanding of what is real and fake is way more nuanced right now. We also need more representation in-house. We need a 21-year-old cracking ideas for the 21-year-old. 'Millennialsplaining' is not gonna work. You need GenZ themselves working on campaigns for GenZ. ” So, the best way for brands to connect with GenZ is to take a closer look at your brand's value system, speak to the target audience in their language, and engage in a dialogue, not a monologue. Brands need to understand what the audience wants to hear, and involve them in the process and be real. Watch the full conversation here: <div type="twitter" handle="admediainsider" handlename="Advertising and Media Insider India" image="http://pbs.twimg.com/profile_images/1281482517443305472/8RPcjmow_normal.jpg" favoritecount="7" retweetcount="2" status="Marketing To GenZ: @docmranney, @wattpad's @cstefanyk &amp; Sameer Yadav. https://t.co/jRpg7ecL2B" createdat="1604399410000" id="1323573174320050179"></div>

Most effective ways to market to GenZ in 2020

<ul><li>Ad &amp; Media Insider in partnership with <keyword id="1959531" type="COMPANY" weightage="20" keywordseo="Wattpad">Wattpad</keyword>, hosted a 2-part webinar where we brought industry experts to discuss what makes this generation different from others before them, how marketers need to approach them differently, if they want to become a part of their lives.</li><li>The panel was moderated by <keyword id="2998892" type="PERSON" weightage="20" keywordseo="Pooja-Jauhari">Pooja Jauhari</keyword>, CEO, <keyword id="2951846" type="COMPANY" weightage="20" keywordseo="The-Glitch">The Glitch</keyword> and had <keyword id="138476" type="PERSON" weightage="20" keywordseo="Mohit-Joshi">Mohit Joshi</keyword>, CEO, Havas Media Group, <keyword id="10210068" type="PERSON" weightage="20" keywordseo="archana-tiwari-nayudu">Archana Tiwari-Nayudu</keyword>, Director - Content &amp; Communications, upGrad, <keyword id="4970814" type="PERSON" weightage="20" keywordseo="Vikas-Bagaria">Vikas Bagaria</keyword>, Founder, Pee Safe and <keyword id="3747310" type="COMPANY" weightage="20" keywordseo="devashish-sharma">Devashish Sharma</keyword>, Country Manager, Wattpad India as panelists.</li></ul>GenZ, the tech-savvy, digital native generation that is often blamed for having an attention span which is even lesser than that of a goldfish, is also a difficult target group to decode, from a marketing perspective. GenZs are visibly different from previous generations of consumers. True they have shorter attention spans but if they feel a particular kind of content resonates with them, they will stick around, even if it is long-form content. They are also on the lookout for brands that go above and beyond just selling their products. They instantly connect with brands that they feel are socially and environmentally conscious. To find out more about this often difficult-to-please consumer set, Ad &amp; Media Insider in partnership with Wattpad, hosted a 2-part webinar where we brought industry experts to discuss what makes this generation different from others before them, how marketers need to approach them differently, if they want to become a part of their lives. The panel also discussed the role good storytelling plays in ensuring that GenZers like a particular brand. The panel was moderated by Pooja Jauhari, CEO, The Glitch and had Mohit Joshi, CEO, Havas Media Group, Archana Tiwari-Nayudu, Director - Content &amp; Communications, upGrad, Vikas Bagaria, Founder, Pee Safe and Devashish Sharma, Country Manager, Wattpad India as panelists. Millennials vs GenZ – The key differentiators The conversation started with charting out the major differences between GenZ and the preceding generation, Millennials. The textbook definitions of these two generations are anyone born between 1981 and 1996 (ages 23 to 39 in 2020) are millennials whereas people born between 1996 and 2012 are categorized as GenZ. Explaining what he thinks defines GenZ and differentiates them from millennials and other generations before them, Sharma said, “What differentiates GenZ from previous generations is that they are digital and mobile native, they are great at creating content and they are also people who genuinely want to connect on social causes.” Adding to Sharma’s opinion, Joshi said, “GenZ is socially conscious but also very ruthless. When it comes to choosing a brand, they go beyond the functional benefits and look for the social benefits. And you have to be really fast when talking to them because their attention span is abysmal.” “This is a generation that believes in being real and bold,” added Tiwari-Nayudu. On how stories are an important part of engaging with this audience, Sharma said, “Memes to movies, stories can link brands to culture. While in the past, brand jingles used to help consumers connect with brands and build a recall, today things are different. Today memes do the same job. What has changed is, jingles used to be a one-way communication whereas memes are much more participative and that’s what GenZ is looking for,” added Sharma. The importance of consistency in customer experience For this generation, the kind of experience they get while talking to a brand is very important. Therefore, customer and brand experience becomes an important factor when it comes to this set of audience rooting for a brand. Sharing his thought, Bagaria said, “This is a generation that is looking for a solution and not just a product. This is also a generation that is vocal. They will talk to you and they will tell you what they want and the more you talk to them and give them solutions and information, the more they will stick to you.” Relevance and meaningfulness is important for GenZ added Joshi. “If you want to build a brand for this younger generation, it has to be built in alignment with their values and beliefs,” he added. Joshi also gave the example of recent campaigns Havas Media Group had done for Durex including ‘Mutual Climax’ and ‘Durex Jeans’. “These campaigns happened because we listened to the brand’s consumers and created a narrative around that. Today it is all about creating a product which this generation wants. For them, engaging with a product doesn’t make sense unless it’s been made for them. Therefore, successful marketers have to build a product bottoms up,” elaborated Joshi. “Listening to consumers on every touchpoint is extremely important,” added Jauhari. Throwing some light on how a marketer’s approach towards crafting communication is also changing today, Tiwari-Nayudu added, “I am very happy to see that today, everybody is thinking of a pull model rather than a push model. In the pull model, storytelling is at the core of everything you do. You have to connect with the audience in a way that it is immersive and engaging because you want the audience to be a part of your storytelling." Authenticity in storytelling upGrad recently came up with a campaign that showed people in an office kissing a donkey. The campaign took the phase, kissing ass literally and created a campaign around it. And the ad went viral, owing to both the novelty of the story and the way it was told and also because a lot of people related to it. “When we were working on the idea, we had several rounds of discussion to understand how to go about it. We wanted to be real and authentic. What we came up with resonated with the audience. SOo it is very important that you use a language that your audience understands and tell it in a way that they relate to it because they want real stuff,” shared Tiwari-Nayudu. The conversation also steered towards ‘Causevertising’, which is a term used for brands who create communications around a cause. When asked if GenZ believes in cause-vertising, Joshi said, “For GenZ, cause-vertising is a bad word. They are aware of everything so you can’t really fool them. They will see right through you. At Havas, we have come up with a notion of meaningfulness and there are 3 parts to it. When consumers look at a brand, they look at its functional benefits, that is, what are the basic functions of the product. They look at the personal benefits, which means they see how it is helping them personally. Then thirdly, and this is the most important one for GenZ, they look at the collective benefits.” Giving a recent example, Joshi spoke about Baba ka Dhaba and how that initiative was all about meaningfulness. “Once the conversation started, Swiggy and Zomato got into it and added Baba ka Dhaba to their platforms. That’s something that GenZ considers meaningful. It wasn’t cause-vertising but it was meaningful advertising. They are asking what are you as a brand doing for the industry and the community? They also want to see what you’re doing and if you are able to convince them about your authenticity, they will buy your product. In fact, they are ready to pay more for products that have higher collective benefits,” explained Joshi. Bagaria also shone the light on the importance of creating products by listening to your consumers. “Ours is a brand that is by GenZ and for GenZ. We have come up with so many products just by listening to this young generation. Therefore, it is very important to take a bottoms up approach. Listen to your consumers and then create your products. If you do that much, you won’t need to advertise. Your products will sell automatically,” he said. On what a marketer should focus on in the future to be able to connect with this set of audience, Sharma said, “User-generated content is something that works well for GenZ and that is something marketers should look at. Today, its not just about targeting a direct audience but also about giving a push to these creators through whose content you can unlock newer audiences.” Watch the full conversation here: <div type="javascript" title="Facebook" contenttype="Video"><cdata><![CDATA[]]></cdata></div>

Why good storytelling is the perfect tool to connect and communicate with GenZ

<ul><li>Luminary has entered into a strategic partnership with <keyword id="4519251" type="PERSON" weightage="20" keywordseo="times-bridge">Times Bridge</keyword>. </li><li>Times Bridge will enable Luminary to launch, scale and expand its reach in India, the world’s largest open Internet market.</li></ul>Luminary, among the world’s leading subscription platforms for high-quality podcasts, today announced a partnership with Times Bridge to bring its premium audio experience to Indian consumers. Times Bridge, a leading global investments and partnerships firm, will enable Luminary to launch, scale and expand its reach in India, the world’s largest open Internet market. With news of this strategic partnership, Luminary joins Times Bridge’s global portfolio of market-leading, mission-driven partners who see India as essential to their global business: consumer and enterprise businesses alike, including Airbnb, Coursera, Headspace, Houzz, Stack Overflow, Smule, Uber and Wattpad, have all generated outsized global value for themselves in recent years by partnering with Times Bridge in India. Times Bridge is a division of The <keyword id="11125" type="ORGANIZATION" weightage="20" keywordseo="Times-Group">Times Group</keyword>, India’s oldest and largest media and digital company. Founded in 2018 and backed by marquee global investors including NEA, Luminary has set out to transform the global podcasting industry by offering an elevated experience for both listeners and creators. The company offers a subscription service for its premium content - which features personalities such as Russell Brand, Lena Dunham, Trevor Noah, and Dave Chappelle - and has amassed a slew of accolades, most recently from The New Yorker, The Webby Awards and Adweek. In April, Luminary announced that its podcasts would be offered on the Luminary channel of Apple Podcasts, making them available globally. <a name="m_-7922449519507527228_m_-469251050635407937_m_6068447029345576171_m_-706644968640035600_m_2072713269564072058_m_6896817252801412630_m_6296800022619968465_m_4879747725434813834_m_-6029213800918870495_m_-8064029617444494804__2iiegcvfk1lq"></a>Luminary’s official launch in the Indian market coincides with exceptional growth in audio consumption across India in recent years. The country is now the world’s third-largest podcast market, after China and the United States, with a monthly listenership of 58 million and expected growth to 200 million by 2024. Luminary aims to meaningfully cater to India’s vibrant cultural, demographic and linguistic diversity with soon-to-be-launched exclusive Indian content. <a name="m_-7922449519507527228_m_-469251050635407937_m_6068447029345576171_m_-706644968640035600_m_2072713269564072058_m_6896817252801412630_m_6296800022619968465_m_4879747725434813834_m_-6029213800918870495_m_-8064029617444494804__z8u3paip9mik"></a>Drawing on Times Bridge’s local know-how, its operational support and the unmatched reach of Times Group assets, Luminary will forge strategic partnerships, launch original Indian content, build a localized brand voice and contextualize its product experience for the Indian market. Times Bridge’s unique influence-and-insight oriented approach and dedicated resources will accelerate the growth of Luminary’s platform and advance its mission in India. Simon Sutton, CEO of Luminary Media, said, “India is an incredibly exciting audio market, and we are thrilled to have the opportunity to serve it with Times Bridge. We cannot wait for Indian audiences to experience our unique content offering. Over the course of the next year, we plan on becoming a part of the robust Indian podcast ecosystem. “ <a name="m_-7922449519507527228_m_-469251050635407937_m_6068447029345576171_m_-706644968640035600_m_2072713269564072058_m_6896817252801412630_m_6296800022619968465_m_4879747725434813834_m_-6029213800918870495_m_-8064029617444494804__fgkqux3ldpd4"></a>Rishi Jaitly, CEO of Times Bridge, added: “Times Bridge’s mission is to bring the world’s best ideas to India and share India’s best insights with the world. Luminary is an original idea with proven appeal with audiences who are passionate about high-quality audio experiences. With podcasting as a medium on the rise in India, and with millions of Indians now developing a habit of educating and engaging via audio, we are confident Luminary will delight new audiences in India - and unlock new stories from India for the world.”

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Most effective ways to market to GenZ in 2020

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Why good storytelling is the perfect tool to connect and communicate with GenZ

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Luminary partners with Times Bridge to bring its premium podcast platform to India

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