We don’t look at marketing as a means to acquire new users: Mayank Bhangadia, CEO and Co-founder, Roposo

The homegrown social network has launched its first digital campaign with the tagline #TrulySwadeshi

e4m by exchange4media Staff
Updated: Aug 25, 2017 7:54 AM



Roposo, a homegrown social network, is out with its first digital campaign. The digital platform has garnered 4 million users and according to co-founder and CEO Mayank Bhangadia, the goal for Roposo is to be on every young smartphone user’s device. 

 

The digital campaign is driven by a simple insight: tell people what the app does. “We wanted to explain the concept of Roposo to the users. We also wanted to tell our users that Roposo helps create the next generation of stars,” Bhangadia said. Roposo positions itself as TV by the people in the campaign and goes on to showcase the various possibilities that the app holds for people with a talent to showcase, a passion to share and a story to tell. 

 

https://www.facebook.com/roposolove/videos/1409065739147008/

 

The app that recently underwent an overhaul is single-mindedly focussed on educating users about the various features of the app. “We spend all of our marketing budget only on informing users about the app. We don’t need branding and we do not look at marketing as a means to acquire new users,” Bhangadia said. He added that the team trusts its users to bring new users on board because they create an audience for themselves on Roposo. “Even on the app we have videos on the platform that systematically explain how the app works and what are its features.”

 

https://www.facebook.com/roposolove/videos/1408209665899282/

 

Roposo has expanded its focus in its 2.0 version. The app is targeting food, travel, and fashion brands to advertise on the platform. Recently brands like Pepsi, Urban Ladder and smartphone company Gionee advertised on Roposo. Bhangadia said that the team is in its early days of making the platform available as an advertising platform and that for now, the advertising is mainly contextual. “We are not into banner ads. The ads that one will see will either be the brand’s content or user-generated content. We are still innovating on that front,” he said.

 

Roposo’s campaign tagline #TrulySwadeshi seems like an attempt to get users to choose the swadeshi option over videshi Instagram. Instagram is a similar app that poses stiff competition to Roposo. 

 

That said, the app recently became a case study on the Harvard Business Publishing platform. The study focuses on how the fashion social network has matured from being a discovery platform to an ultimate lifestyle social network for Indian consumers.

 

Campaign Credits

 

Production house: The Bard

Brand : Roposo

Director: Dipro Ghosal

Executive Producer: Debadrita Ghosh

Producer: Ruchir Arun, Debadrita Ghosh

Dialogues - Ashish Verma

Cinematographer: Ragul Dharuman

Art Director : Viekkash Todi

Costume stylist - Ruchi and Deepika

Casting director - Clayton D'souza                                                                         

1st Assistant director - Tithi Ghosh

2nd Assistant director - Rishika Raman kumar

Line producer - Rajendra Shukla

Production manager - Rajesh Kumar

Offline editor - Vaibhav Parab

Colourist - Navin Shetty (Nube)

Online editor - Vishal Yadav (Famous studio)

Music director: Anshul Takkar

Sound designer - Sandro Sadhukhan

Post superviser - Mangesh Shetye

 


 

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