Instagram's IGTV: Decoding the opportunity for brands and creators
Facebook-owned Instagram introduces IGTV, a new app to upload long-form vertical videos, intensifies competition with YouTube.
Instagram will increase its time limit for video, which used to be one minute earlier. IGTV would be integrated into the current Instagram app and will also be available as a standalone app. It will allow users to upload and watch long-form vertical videos, and will also include channels from video creators, the way Google-owned YouTube does.
At the event Instagram’s CEO, Kevin Systrom said, “It’s time for video to move forward and evolve. The IGTV is built to be used on a smartphone and boosts the time for videos from the previous limit of one minute. The way we are watching video is changing”.
The social media platform, founded in 2010, has already surpassed 1 billion active users. The company said, it has signed up with influencers like Lele Pons, who has 25 million followers on the platform, as well as video game streamer Ninja.
The company does not have any advertising plans right now, but research firm eMarketer expects to have ads sooner on the new platform.
“The company does not immediately intend to share revenue with video creators but may be in the future”, Kevin said.
There is no buzz in predicting, the ads will appear on the platform, and Instagram intends to share revenue with the videos creators, the way Youtube does.
As soon as the app was launched, it created hype in India, especially in digital and video marketing domains, on how advertisers can take advantage of this app and what new models can be created and introduce.
According to Shrenik Gandhi, CEO and Co- Founder, White Rivers Media, “IGTV is at a phase where it is building video content pool and influencer channels. Brands can partner with 'soon-to-go-IGTV-viral-influencers' and do smart product placements or video branding with them."
"Youtube content creators have seen their ad revenue dipping and Facebook has jumped on the opportunity to hit it at the right spot by introducing additional channels for people to view video content. Facebook vs Youtube is not a battle as big, as the probable share they might take away from TV advertising, which is estimated to be more than a $200 billion industry”, he continued.
However, he believes small video content is in demand, he asserted, “Crisp micro-content has a better future than a long-form video, as increasingly, because of more options and lack of time, people are getting impatient to watch videos beyond 300 seconds”. Long form videos make sense when the consumer is not leaving the universe of the app and the experience is intuitive as it is in snapchat”.
Mr. Suresh Reddy (Chairperson and CEO, Brightcom) consider it to be an effective tool for advertisers. According to him, “The launch of Instagram’s IGTV affirms that Facebook is dedicated to making sure that it does not leave any of stone un-turned. These one-hour long videos on Instagram’s app will act like honey for the youth who are always seeking new and interesting content and eventually the digital advertisers have their target group set at millennials”.
He also opined, “CPM (Cost per thousand) seems to be the most viable advertising model that IGTV could follow. It will allow advertisers to monetise from the platform in the best possible way and allow them a guaranteed and predictable stream of revenue over the course of the agreement. This could be an opportunity to get the digital advertisers excited for a vast platform like IGTV. Advertisers can reap benefits in as early as a year of its existence.”
Pooja Gururaj, Lead- Channel and social media at VML India thinks, IGTV is an evolution in the video viewing patterns of digital behavior.
"The strongest implications of IGTV for advertisers is a new facet to collaborations with content creators. This hints at how seriously they are taking the ‘For You’ and ‘Popular’ sections of the app. Making it more suggestive and intuitive. But, we will still need to see just how open the audience is to downloading yet another app and staying active on it! Actionable links in description, more video cover space, features and basic analytics definitely give hope for effective marketing efforts. But, advertisers will have to unlearn and learn new video consumption patterns, formats and even themes of this platform. While content creators seem to already be going big on the app, we will have to wait and see if the audience makes IGTV a highlight or let it disappear like a story.
Correspondent A post-graduate from the prestigious Indian Institute of Mass Communication, Dolly reports on advertising, marketing as well as the digital domain. In her free time, she loves travelling and reading.
Ad veteran Padamsee, aged 90, passed away on Saturday
The advertising fraternity woke up to the sad news of the passing of ad man and theatre maven Alyque Padamsee.
Padamsee touched the lives of many advertising professionals during his career, shaping them and sculpting them into the leaders that they are today.
Many of those whose lives Padamsee influenced took to Twitter, sharing their impressions of the legendary man whom they knew as God. Even the Prime Minister of India, Narendra Modi, tweeted his condolences. “Saddened by the demise of Shri Alyque Padamsee. A wonderful communicator, his extensive work in world of advertising will always be remembered. His contribution to theatre was also noteworthy. My thoughts are with his family and friends in this sad hour,” PM Modi tweeted.
Here’s a look at some other tributes that poured in:
Sad to hear of #AlyquePadamsee’s demise.— Sonal Dabral (@agracadabra) November 17, 2018
He was the face of Indian advertising & a celebrated theatre man the time I was at NID.
As someone who loved both,the only place I wanted to join after I graduated was Lintas.Did just that.
Thank u for the inspiration, Alyque. RIP. ??
Woke up to the saddest news of my guru and mentor #AlyquePadamsee is no more. He hired me and Chax personally in 1992 for #Lintas . This was my last picture with him few months ago. I share my grief with his family. May his Soul rest in peace. pic.twitter.com/C8G6nfX4PV— K V Sridhar (@kvpops) November 17, 2018
Saddened to hear of the passing of advertising doyen #AlyquePadamsee— atul kasbekar (@atulkasbekar) November 17, 2018
When he was head of Lintas he’d given me some of my early breaks in advertising photography
Ever grateful for the break and opportunity
RIP Alyque . Thank you for your pearls of wisdom during my formative years in advertising. Still remember the Voltas pitch when you made me rewrite the slides 4 times.— Anil Nair (@Anilalive) November 17, 2018
La lalalalala la la la. Come alive, #AlyquePadamsee. A new world awaits you.— Lynn de Souza (@lynndesouza) November 17, 2018
RIP Alyque Padamsee.— Lloyd Mathias (@LloydMathias) November 17, 2018
The ad legend who gave us some of the iconic ad images of the 70s and 80s. Surf’s Lalitaji and Liril’s waterfall girl in the green bikini. pic.twitter.com/ZUP1GQbF65
Saddened to hear of the passing of Ad Guru and Theatre doyen #AlyquePadamsee.— Boman Irani (@bomanirani) November 17, 2018
He gave me my first break in Theatre, like countless before and after me.
Maverick, Unique, Uncompromising.
There will never be another....#RIP Alyque.
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The globe called Shifu Orboot allows children to explore the world beyond boundaries through the companion app, providing an immersive and interactive learning experience
Playshifu, the brand for educational learning toys for kids in India, launches its new product - Shifu Orboot. The toy is a one-of-its-kind globe enhanced by Augmented Reality for kids learning. In India, it is available on PlayShifu website, Amazon, Flipkart, Hamleys, Toys”R”US, Crossword, Landmark and many other retail stores in metropolitan and Tier II cities.
Shifu ‘Orboot’ allows children to explore the world beyond boundaries through the companion app, providing an immersive and interactive learning experience. ‘Orboot’ app is available on both Android and iOS and works with smartphones and tablets as well. The new product from Playshifu sensitises the young minds to understand the cultures and people around the world making them global citizens. With a passport, country flags and travel stamps included, Orboot completes the experience for the little globetrotter. It is an educational toy for the ever-curious child that sparks curiosity and helps build knowledge, linguistic and cognitive skills.
Commemorating the launch of ‘Orboot’ in India, Vivek Goyal, Founder & CEO, PlayShifu said, “PlayShifu has successfully delivered world-class innovation through PlayShifu’s products to a market which had suffered from a lack of innovation till date. Through the power of ‘Orboot’ and the connected mobile app, now children can travel the seven continents from the comfort of their homes. They can explore the cultures, inventions, monuments, wildlife, cuisines, maps, and weather relevant to each location.”
The digital gameplay is enriched with realistic 3D figures, engaging voice-overs, and regional music. Shifu Orboot has won hearts among children, parents, and educators all across the world and we are gaining great acclamation in India as well. We look forward to bring all new range of Augmented Reality toys for interactive learning of kids in the coming time,” he added.
PlayShifu has launched its consumer technology products in 11 countries and has participated in the largest global trade fairs including the New York Toy Fair, Hong Kong Toy Fair, and the Nuremberg Toy Fair. Along with other products from Playshifu, Shifu Orboot also sells globally through Amazon and various retail channels in countries like US, UK, Canada, Poland, Germany, Japan, Australia, and the Middle East.
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The award honours visionaries who have transformed the industry and inspired the next level of growth
Virendra Gupta, Founder & CEO, Dailyhunt and Umang Bedi, President, Dailyhunt were honoured with the exchange4media Influencer of the Year Award. CVL Srinivas, Country Manager, WPP and the winner of the 2017 exchange4media Influencer of the Year award and Raj Nayak, COO Viacom18 who was the winner of the 2016 exchange4media Influencer of the Year award presented the award to the duo.
On working together with Gupta and the win, Bedi said, "Its been the most amazing enterprenuial journey. Viru and I have been brothers because we are so aligned in our thinking. He understands bharat at the grassroots level and I understand the scale of businesses. We are so complimentary in our skill-sets. In life you need an elder brother. And for me, that's what he stands for."
An elated Gupta said, "On the behalf of team Dailyhunt, I humbly accept this award. As you know, our vision is to bridge the digital divide and we proud ourselves as one of the companies that is trying to fight off the digital prominence of Facebook and Google. We are 150 million monthly active users and till next year, we should be 300-350 monthly active users. This award is a belief by all of you in us and we are just getting started."
Beginning in 2016, the exchange4media group initiated the Influencer of the Year award. The award honours visionaries who have transformed the industry and inspired the next level of growth while progressively using innovative technology for business achievements.
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A few snapshots from the exchange4media Conclave held on November 16 at the Taj, Santacruz in Mumbai
The exchange4media Conclave, sibling of BW Businessworld, is considered the highest authority in the business of media, marketing and advertising news and developments. The event was held on November 16 at the Taj, Snatacruz in Mumbai and the theme this year is “Marketer and Machine: How AI will transform marketing?. Virendra Gupta, Founder & CEO, Dailyhunt and Umang Bedi, President, Dailyhunt were honoured with the exchange4media Influencer of the Year Award (Main image).
Here are some snapshots from the event:
Tamara Ingram Worldwide CEO, J Walter Thompson delivers her speech at the e4m Conclave in Mumbai
Prof. Amarjeet Patpatia, Associate Dean, ICFAI Business School (IBS), Mumbai
Ashutosh Srivastava, Chairman & CEO, AMEA, Russia & CIS, Mindshare delivering a special address on the topic Decoding Artificial Intelligence & Machine Learning in the Context of Marketing
R. S. Sodhi, MD, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF) (AMUL)
Rahul Agarwal, Managing Director & CEO, Lenovo India
Fireside chat: Vikram Sakhuja, Group CEO, Madison Media & OOH, Madison World in conversation with Vivek B Srivatsa, Head-Marketing, Passenger Cars, Tata Motor
Panel discussion (L-R): Navneet Narula, of Watson Consumer Engagement, India and South Asia, IBM India, Arvind Chintamani, VP-Marketing, Colgate Palmolive India, Mayank Shah, Category Head, Parle Products, moderator Bindu Sethi, Chief Strategy Officer, JWT India, Anirudh Pandharkar, Head of Marketing, VIP Industries, Pradeep Hejmadi, CEO, Aidem Ventures Pvt, Ltd., Juzer Tambawalla, Head of Marketing, Franklin Templeton
The audience at exchange4media Conclave
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Ingram discussed ‘Hu(man) and Machine’, and whether AI can be creative
From smartphones to driverless cars, there is no denying that artificial intelligence is pretty much becoming commonplace. But what does AI mean for creativity? Does it mean the ability to gain an intelligent creative or marketing "assistant" thereby freeing you to focus on being truly strategic at your work? Should you embrace it or does it pose as a threat?
Answering all this and more at the exchange4media Conclave which took place on November 16 in Mumbai, Tamara Ingram, Chief Executive Officer of J. Walter Thompson, the Headline Speaker at the annual event, discussed ‘Hu(man) and Machine’, and whether AI can be creative.
Ingram addressed the future of creativity particularly in the context of AI. “Five years ago, I never thought that a machine, something like AI, will replace what it means to be human,” she exclaimed.
The CEO discussed media, how creativity is placed and how AI can help with it all. “AI is going to ask us fundamental questions on what it is to be human. “It’s only fair to say that at the moment, we’re standing at the edge of a precipice when it comes to AI and data,” reflected Ingram. She asserted that the power that AI has, it is changing the way, we are teaching people, it is changing the way products are generated and that in the end will change creativity.
She revealed that if you actually Google search, you will see 4.9 billion searches for creativity and 4.2 billion searches for AI. “AI is becoming as important in people’s minds as creativity,” Ingram said.
Addressing the dilemma whether AI is a friend or foe, she reflected, “What I found distressing is that when you think about AI, people are very concerned about their jobs and the consequences. When we look at Facebook, American elections and what happened, we think that is the information that AI fetches is a help to creativity or is it going to dampen the impact and differentiation.”
Ingram shared that her contention today is that there is nothing new in AI. “What’s new is the power of what we can do with AI and the power of how it can either help us with creativity or take away from it,” she pointed out.
She highlighted AI’s power of prediction. “Humans have emotions and that may affect our predictability. The machine has the power to predict like nothing else can. It enables us to predict cancers and generate personalized medicines. It’s enabling us to save the world. Products, after all, are things that solve problems. Our job is around producing and marketing of these live-changing products. I believe it will change the world to something much better than what we are seeing.”
exchange4media Group Service
Today at the exchange4media Conclave, decision makers from the media & advertising industry will discuss trends that assist them in growing the overall business
AI in marketing is gaining ground with more and more brands incorporating machine learning to leverage customer data and enable behavioural targeting. With the evolution of big data, digital marketers can build a clearer picture of their target audience, which can greatly boost their campaigns’ performance and ROI.
The 16th edition of exchange4media Conclave will bring together thought leaders from across the globe to give an in-depth insight on how AI is changing society and the foundations of business. The event scheduled for today in Mumbai will follow the theme of ‘Marketer and Machine: How will AI transform marketing?’
Today, some of our key speakers include Tamara Ingram, Chief Executive Officer of J. Walter Thompson Company, who will be the headline speaker at the event, speaking on the topic ‘Artificial intelligence and Art’. The next special address will be by Ashutosh Srivastava, Chairman & CEO, AMEA, Russia, and CIS, Mindshare who will talk about 'Decoding Artificial Intelligence & Machine Learning in the Context of Marketing'. RS Sodhi, Managing Director, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF) (AMUL) will also give a special address on the topic 'Ground Reality: How Is Tech Transforming Modern Enterprises'.
This will be followed by a Panel Discussion on ‘Human Insight Vs. Artificial Intelligence’ moderated by and Bindu Sethi, Chief Strategy Officer, JWT India. The esteemed panel includes Navneet Narula, Head of Watson Customer Engagement - India and South Asia at IBM India; Arvind Chintamani, VP Marketing, Colgate Palmolive India; Mayank Shah, Category Head, Parle Products; Anirudh Pandharkar, Head Marketing, VIP Industries; Juzer Tambawalla, Head Marketing, Franklin Templeton; and Pradeep Hejmadi, Group CEO, Aidem Ventures Pvt Ltd.
After an interactive and engaging panel discussion, the evening will move towards Fireside Chat with Vivek B Srivatsa, Head-Marketing - Passenger Cars, Tata Motors in conversation with Vikram Sakhuja, Group CEO, Madison Media & OOH, Madison World, discussing the ‘Power of Print’. This will be followed by our next speaker for the event, Rahul Agarwal, CEO and Managing Director, Lenovo India, who will discuss AI and its implications for organisations and individuals.
A Master Class will also take place simultaneously by Rupin Nanani, Head - Research and Analytics, Zirca, who will cover the topic ‘Building efficiencies with Native Advertising’.
The evening will conclude with the Influencer of The Year Award to be conferred by our past winners CVL Srinivas, Country Manager, WPP and Raj Nayak, COO, Viacom18. The Award honours visionaries who have transformed the industry and inspired the next level of growth while progressively using innovative technology for business achievements.
Come join us today to hear more from our key speakers. Click here: https://e4mevents.com/conclave-mumbai-2018/
exchange4media Group Service
Following the week, it will be distributed to all other e-commerce portals, modern and general trade stores nationwide
Sunfeast Yippee!, ITC Food Division’s popular instant noodle brands, has tied up with online grocery store Bigbasket for its new ‘My’ range. As part of the partnership the four variants from this range (My Crazy Chow, My Madly Manchurian, My Mystery Masala and My Truly Chicken) will be available exclusively at the online grocery for over a week.
Following this. it will be distributed to all modern and general trade stores nationwide. With this one week tie-up the brand hopes for an ‘instant’ feedback from the 25 cities (where Bigbasket has a presence).
Hemant Malik, Divisional Chief Executive − Foods Division, ITC Ltd, explains, “People will taste it and then post it. That gives me the confidence of continuing with all four variants. Is there something that’s lacking? Can I do some quick fix around that?”
With Yippee! ‘My’ range, the brand expands its portfolio to young consumers with unique offerings that reflect their consumption choices and provides a new twist with unique flavour combinations. With Yippee Mallik’s focus is entirely on kids and insists on creating a new generation with the same.
“We found that there is a generation which has been brought up on Maggi. I need to create a new generation. In kids TG we are the most preferred brand. As they are growing up – We have been there for seven-eight years. So my TG has also grown up and are now 15-16 years old. I want to make sure my new variants cater them" he added.
When asked about the target Malik answers, “We are looking to grow faster than the industry rate of 8-9 per cent.”
Each pack is of 60gms and all vegetarian variants are available for Rs 15 while the non-vegetarian, Truly Chicken variant is priced at Rs 18.
The promotion for this tie-up is happening only on digital. On the site of Bigbasket its landing page informs about the exclusive launch with a contest and combo offer.
Hari Menon, Co-founder and CEO, bigbasket said “Product marketing is witnessing a paradigm shift in India. Many players are also launching their products online thanks to the surge in e-commerce in the country. We are delighted to be partnering with Sunfeast Yippee! to launch the new variants of their widely loved instant noodles exclusively on the bigbasket portal. It is a never-before offer which will not only catapult the popularity of the brand but also resonate with bigbasket's policy of bringing new and exciting offers to our customers. Our endeavour is to make the customer experience better at every step and this partnership will do that and more.”
Menon shared that they are looking at this partnerships with other brands and are aiming for a launch every quarter. The promotion and mainstream marketing for ‘My’ range will start in a month after Sunfeast has achieved ‘ a certain amount of distribution.’
The brand will also work with 80-100 micro-bloggers across India for them to try and taste it. “Let them try, taste, cook it and give their feedback. In fact, our whole TVC is around that as well,” Malik informs. For the Foods Division of ITC Ltd ecommerce platforms contributes to almost 1.5 per cent of the overall sales. “To put it in perspective modern trade is about 13-14 per cent. As marketers, we have to make sure that in every channel our presence is there so that at every access point the consumer is able to get our product.”
Malik is quite content with the progress Yippee has made in the packaged noodles segment. It is Rs 1000 crore brand with 22 per cent market share. He confesses of the category undergoing through a tough time and feels these developments will benefit the category overall.
exchange4media Group Service
He joins KKR from ESPN, where he was leading brand and content marketing for both ESPN Cricinfo and ESPN.in
Kolkata Knight Riders has appointed Kaustubh Jha as Head of Marketing. He comes with over 10 years of experience in partnerships, content marketing and campaign management. He joins KKR from ESPN, where he was leading brand and content marketing for both ESPN Cricinfo and ESPN.in.
Venky Mysore CEO & MD, KKR, said, “We are delighted to have Kaustubh on board to lead the Marketing & fan building initiatives of the Knight Rider brand, which is not only the leading brand in IPL but through our presence in CPL and other initiatives around the world, has genuinely become a global brand.”
Prior to ESPN, Kaustubh was part of Marketing, Business & Consumer Insights team at MTV, Viacom18 Media Pvt. Ltd.
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From Amul’s utterly-butterly message to Durex India’s sassy wish to them, brands ensured they cashed in on the big celebrity wedding.
The news that Bollywood stars Deepika Padukone and Ranveer Singh have officially tied the knot has left fans in mushy meltdown. The duo finally shared their wedding pictures which have now taken over the Internet and how! From Amul’s utterly-butterly message for the couple to Durex India’s sassy wish to them, brands too ensured they cashed in on the celebrity wedding.
Amul, like always aced it with their witty creative. The brand shared a doodle of Ranveer and Deepika eating buttered toast and wrote, “Ranveer not singhle anymore. The Deepik-tion of taste.”
Condom brands capitalized on this opportunity by sending in some cheeky messages. Durex wished the brand ambassador saying, “We’ve got you covered, Congrats Deepika & Ranveer for officially putting a ring on it,” while Manforce Condoms wrote, “Here are a few options for you to wear on your D-Day.”
Among other brands pouring quirky wishes were Kotak Mahindra and Axis Bank endorsed by Singh and Padukone.
Riding on popular sentiment, Kotak Mahindra’s ad featured Ranveer Singh with the message- ‘Card mila kya?’ The brand also launched a separate film congratulating Singh and inviting India to celebrate the wedding of the year using the hashtag #BankBaajaBaraat.
Axis Bank released a beautiful ad saying that as the couple gears up for the big day, their joy and happiness is ours but their big day is theirs.
As a thousand hearts break, a thousand more celebrate. Bollywood has just got a new bridegroom in the nation's heartthrob, Ranveer Singh! We wish him the best on this wonderful journey and invite India to celebrate the wedding of the year. 811 celebrates 15.11#BankBaajaBaraat pic.twitter.com/UcC6oZHmIV— Kotak Mahindra Bank (@KotakBankLtd) 10 November 2018
The wedding bells are near and a wonderful celebratory mood is set for the wedding of India's very own superstar, Ranveer Singh. Join Kotak 811 in celebrating 15.11 and congratulating Ranveer on his big day! #BankBaajaBaraat pic.twitter.com/m74G9XvTq1— Kotak Mahindra Bank (@KotakBankLtd) 13 November 2018
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Guest Column: In the past, Bollywood power couples have always been the first choice among brands in India says Pranay Swarup
Deepika Padukone and Ranveer Singh (read: DeepVeer) have tied the knot on November 14 after they took to social media, last month, to announce their wedding dates. The wedding officially marks their entry into an exclusive club of ‘Power Couples’ which includes the likes of Anushka Sharma-Virat Kohli, Ajay Devgan- Kajol, Akshay Kumar- Twinkle Khanna and Saif Ali Khan-Kareena Kapoor.
By definition, a power couple is a relationship consisting of two individuals who are each successful and influential in their own right. Companies use these couples to gain mass awareness for their brands and products. Brands are aware that consumers and fans show a keen interest in staying up to date with celebrity relationships. They play to this consumer insight by creating campaigns that feature influential couples. And by tapping into a power couple’s reach and impact, brands can target each partner’s unique following and voice.
In the past, Bollywood Power Couples have always been the first choice among brands in India. This is evident when we look at Anushka-Virat who have appeared and boosted reach for Indian ethnic-wear brand Manyavar, Ajay-Kajol for Lifebuoy, Akshay-Twinkle for PC Jeweller and Saif- Kareena for Metro Shoes, respectively.
Interestingly, Deepika and Ranveer currently work with brands that have conflicting interests. Here are 5 Rival brands that Ranveer and Deepika have endorsed in the past:
1. Make My Trip V/S Go Ibibo Over the course of 2018, Ranveer Singh has appeared in multiple Make My Trip ads, along with Alia Bhatt. Meanwhile, Deepika Padukone is the brand ambassador of Go Ibibo, another app which lets you plan your travel.
2. Oppo V/S Vivo Amid intense competition in the smart-phone industry, Deepika and Ranveer are seen endorsing Oppo and Vivo respectively.
3. Kotak Mahindra V/S Axis Bank In the banking space, Ranveer Singh was appointed as the brand ambassador of Kotak Mahindra Bank earlier this year, while Deepika Padukone has been the brand ambassador of Axis Bank since 2014.
4. L’Oreal V/S Head & Shoulders Deepika, in 2017, was announced as the global ambassador of beauty brand LOréal Paris, joining the likes of Jane Fonda, Blake Lively, and Aishwarya Rai Bachchan. Whereas, Ranveer became the face of anti-dandruff hair-care brand Head & Shoulders in 2016.
5. Asian Paints V/S Nerolac Deepika Padukone has been closely associated with Asian Paints, while Nerolac Paints roped Ranveer Singh as their brand ambassador.
Now, this raises a question; will their past associations affect their future endeavors together? We think not. According to us, between Deepika and Ranveer, there could be three entities, two of them would represent both of them individually and one together as a power couple. The stars could then continue their individual endorsements and take up new businesses together.
Both Deepika and Ranveer have a strong individual impact on consumers and the wedding will only scale up their brand value as a couple. For brands that are trying to target young married couples and youth alike, the combined brand value of DeepVeer would prove to be a very lucrative and tempting opportunity.
Ranveer and Deepika have a combined following of close to 90 million fans on social media. They are the new celebrity royalty couple after Virat-Anushka, we can expect to see them coming together to endorse brands in the clothing, jewelry, fitness, luxury, and home products space
(The author is the Co-Founder and CEO of Chtrbox)
Disclaimer: The views expressed here are solely those of the author and do not in any way represent the views of exchange4media.com.
Co-Founder and CEO of Chtrbox