Reliance ADA Group has always been thinking ‘big’. The official launch of its networking site ‘BigAdda.com’ has translated into the Group making its presence felt among almost all the ‘hot’ verticals visited by the youth online. With a targetted user base of 10 million by the year 2010, the game is going to be really big from the Group, with a high profile marketing campaign on the cards, similar to the Zapak launch phase.
Citing the NASSCOM Report figures on the Internet, Rajesh Sawhney, President, Reliance Entertainment, said, “There has been an upswing in the number of Internet users, and so has their need to socialise online and gain acceptance in the virtual world. Virtual hangout plays a key role because it gives them the space to be among friends and peers, while sharing an image of their own, which they would like to project. BigAdda.com aims to evolve an inclusive youth community, and create a youth culture that will be cool and aspirational for them.”
The company also plans to introduce a music vertical for uploading, streaming and sharing of user playlists. Web Instant Messenger (IM) and wireless interface would also be introduced shortly. “The ‘Scribbles’ feature on BigAdda.com can be accessed through the mobile phone, irrespective of the network or the device, in the coming four to six weeks. The advantage that BigAdda.com would offer is anywhere anytime connectivity, so once can carry networking 24x7,” observed Siddhartha Roy, COO, BigAdda.com.
Talking about the differentiating factor, Roy added, “Till date, there has not been one particular destination for Indian and international video content, a void which BigAdda will fill. In just six weeks of the site being in the test phase, BigAdda.com has over 12,000 videos with over 5,000 television advertisements.”
BigAdda has already associated with five youth icons to drive their communities online, which include Atul Kasbekar, Shankar Mahadevan, Irina Brar, Madhur Bhandarkar and Dia Mirza.