Top Story


Home >> Digital >> Article bets big on young readers

Font Size   16 bets big on young readers

Initially an aggregator of links of partner sites, became a standalone portal in January-2014. It started off with practically zero traffic. Its vision was to cover new-age content like trending topics, opinions, humour, viral videos and any content tuned to young Indian users. clocked 10 million visits in May-2014 in the election month and ahead of that number in October-2014. The election-2014 was covered in innovatively for youth with the title as “YouthInk” and sections like “Youthiapa”, “Youthube”, “Youth-teri” and YouthKsjetra”.  

According to Sandeep Amar, Chief Operating Officer,, “This is one of the fastest growing sites in India in the new-age content space and ahead of all competition.”

“The idea was to focus on what young readers wanted to read. It is not like a single plan worked for us, we had learnings on the way and we changed our strategy over time. One thing we clearly learned was that young readers give equal importance to sports, entertainment, music and politics. And we have used that learning in defining our homepage. Our homepage surfaces all of this content with no specific priority - like in a news site - hard news and politics is a priority,” Amar said.

“The success of is also due to young content team creating content for young users. They drive the content philosophy and strategy. One example is covering EPL, Spanish league and other football leagues from Europe - the young team decided that - they were certain that Indian youth would buy it. And it worked for us.

“Unlike a news organization we do not have one view on one subject. Different writers have different views and it gets published with equal push. And our young  writers are not afraid to take flak - I remember one writer was highly critical of the movie Kick and took some really dirty flak from Salman fans in comments. But that is the fun part of doing this business - having a point of view is important,” he pointed out.    

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Launches third phase of TVC campaign ‘Think it. Done’

Based in Mumbai, Usha has nearly two decades of experience in the Indian media and entertainment sector and will serve as a strategic advisor to H+K’s diverse portfolio of clients with a special empha...

Report based on media channel data in 96 countries and detailed findings from the world‘s key ad markets, which between them account for approximately two-thirds of the value of global advertising tra...