Apurv Narang

Trend-setter campaign for Swiggy Vijay Kumar's partnership with Swiggy was a Big Hit. Campaign Performance Report: 40 Million Views 2.3 Million Likes 6000+ Comments 500,000+ Shares How did this campaign perform so well? Because of the Audience preferences and data understanding. Vijay's audience is always interested in seeing unpredictable scripts and ideas out of the box. Relevancy and Audience understanding can help your campaign go viral and attain amazing results. This is New-Age Influencer Marketing. Where you understand data and audience preferences. Are you looking for a New-Age Influencer Campaign for your company? DM me or email at Kshitij@thepyromedia.com #InfluencerMarketing #ContentMarketing #Influencers #TrendSetters

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𝗦𝘄𝗶𝗴𝗴𝘆 𝗮𝗹𝗺𝗼𝘀𝘁 𝗱𝗲𝗹𝗶𝘃𝗲𝗿𝗲𝗱 𝗝𝘂𝗵𝗶 𝗖𝗵𝗮𝘄𝗹𝗮 𝗶𝗻 𝟭𝟬 𝗺𝗶𝗻𝘂𝘁𝗲𝘀 𝗮𝗹𝗼𝗻𝗴 𝘄𝗶𝘁𝗵 𝗵𝗲𝗿 𝘃𝗮𝗻𝗶𝘁𝘆 𝘃𝗮𝗻.... 𝗕𝗲𝗰𝗮𝘂𝘀𝗲 𝗼𝗳 𝗮 .... spelling mistake From delivering a groom instead of a broom, Swiggy is now ready to deliver Juhi Chawla instead of Chawal. Now as quick commerce gains ground, emerging direct-to-consumer (D2C) brands are betting big on digital channels to drive growth. New-age brands like BoAt have been expanding at a much faster pace than expected, driven by digital channels like quick-commerce. Quick commerce is now BoAt’s third largest channel for sales. Companies like fintech major Razorpay — in the realm of online payments — have been working with D2C brands. On the logistics side, a lot of brands are looking to open their own dark stores or partner with dark store operators to offer quick deliveries, which is also an unaddressed challenge. One such platform addressing these challenges is full-stack fulfilment startup Zippee. Founded in 2021, the company helps D2C brands with seamless, same-day deliveries by leveraging its network of 150 dark stores and last-mile delivery fleet. Quick commerce firms — like Zomato-owned Blinkit , Swiggy Instamart and Zepto, Flipkart Minutes — are now rapidly expanding their dark store footprints, or category expansion to include bigger-ticket items like electronics, fashion, beauty, and eyewear. The growth of D2C brands on these quick commerce channels has overtaken traditional e-commerce, and the medium is proving to be more profitable. Flushed with funds, the sector does not show any signs of slowing down anytime soon. How D2C brands capitalise on this opportunity, however, remains to be seen. 𝗣𝗦: By the way this ad is created by Moonshot and they have made a name with irreverent and sharp writing and execution in a cluttered ad space. -- #Amazon #Flipkart #Swiggy #Instamart #Blinkit #Zepto #Quickcommerce

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Pocket FM’s Explosive Growth: A Marketing Playbook for Success. Pocket FM is an India-based audio streaming platform that focuses on creating and distributing engaging content in the form of audiobooks, podcasts, and audio stories. It was launched in 2018 by founders Rohan Nayak, Nishanth KS, and Prateek Dixit and operates primarily from its headquarters in Bengaluru, India. In the world of audio streaming, Pocket FM has set a benchmark in FY24, achieving a staggering ₹1,015 crore in revenue with a jaw-dropping 496% YoY growth! This is not just a business milestone, it’s a masterclass in marketing strategy. Here’s how this Indian startup turned up the volume and captured the world’s attention: Key Lessons for Marketers: 1️⃣ Subscription-Driven Revenue Model: Pocket FM’s pivot to a subscription-first strategy is a game-changer, delivering a 10x increase in revenue from ₹160 crore to ₹883 crore. The lesson? Predictable income streams are the backbone of scalable success. 2️⃣ Hyper-Engaged User Base: With 100 billion minutes of streaming and 15 million paid subscribers, Pocket FM proved that engagement drives growth. They didn’t just attract listeners—they retained them with AI-powered personalization and curated content. 3️⃣ Global Expansion with Local Flavor: Breaking boundaries, Pocket FM entered key markets like the U.S. and Latin America, leveraging localized strategies while maintaining their core strengths. The result? They’ve turned global markets into growth engines. 4️⃣ Data-Driven Creativity: Pocket FM’s reliance on AI tools for content recommendations highlights the power of tech-driven personalization. The future of marketing lies in understanding your audience as deeply as they understand themselves. For the Marketing Community: As marketers, we often look for inspiration in success stories. Pocket FM’s journey reminds us that: 👉 A customer-first mindset, backed by data and tech, can unlock massive potential. 👉 Scaling globally doesn’t mean abandoning local roots—it means weaving them into your strategy. 👉 The rise of subscription models shows a shift in how consumers perceive value and convenience. Let’s take a moment to appreciate how Pocket FM is reshaping the narrative for Indian startups on the global stage. Are we ready to craft our own marketing symphonies? #Marketing #Strategy #Audio #Streaming #Global #Expansion #Subscription #Economy #PocketFM #AI #Personalization #Advertisingandmarketing #Radio #Business #Innovation

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Ad budget: 2.5CR  Revenue: ~12CR ROAS: 4.57X NICHE: Apparel TIME DURATION: 8.5 Months We scaled this brand in both India & the US markets. 𝐈𝐍𝐒𝐈𝐆𝐇𝐓𝐒: 1/. We saw success across diverse markets, from Indian metros to US fashion hubs. 2/. Our highest performing campaign achieved a 5.08X ROAS. 3/. We observed a wide range of cost per purchase, from ₹1,092 to ₹5,588 (Higher CPA is in US market, also the high AOV there) 4/. Our lowest performing campaign delivered a 2.78X ROAS (Test campaign with new concept of reels) 5/. The account's ability to handle multiple ad sets allowed us to cater to various audience segments effectively. 𝐒𝐓𝐑𝐀𝐓𝐄𝐆𝐘: 1/. We created separate ad sets that resonated with Indian and US consumers. 2/. For our top-performing campaign, we allocated a significant higher budget using cost cap bid strategy. 3/. We continuously optimized our global strategy, regularly shifting budgets from campaigns with 3.04X ROAS to those achieving 5.08X ROAS. 4/. Our best-performing campaign drove 5,081 purchases. 5/. We maintained a balanced portfolio of high-ROAS and high-volume campaigns to maximize overall revenue. 𝐂𝐑𝐄𝐀𝐓𝐈𝐕𝐄 𝐒𝐓𝐑𝐀𝐓𝐄𝐆𝐘: 1/. We developed a wide variety of creatives to prevent ad fatigue. 2/. Our creative team worked closely with data analysts to refine ad content based on performance metrics from both Indian and US audiences. 3/. We focused on creating ads with universal appeal while incorporating local flavors to resonate with specific market segments. 4/. For top-of-funnel audiences, we used mostly reels showcasing best-performing products with clear, market-specific messaging. 5/. In middle-of-funnel strategies, we found success with catalog ads using custom frames, which drove significant engagement. 𝐒𝐂𝐀𝐋𝐈𝐍𝐆: 1/. We used performance data from both markets to inform our scaling decisions, allowing us to apply learnings across borders. 2/. Our scaling strategy involved gradual budget increases, 20% everyday on best performing adsets. 3/. We applied insights from high-performing campaigns (5.08X ROAS) to optimize lower-performing ones, regardless of the market. 4/. We scaled aggressively when we saw potential using cost caps. 5/. Throughout the scaling process, we maintained a close eye on ROAS and other key metrics to ensure profitability as we expanded. . . . . . . P.S. Q4 is around the corner. If your campaigns aren’t scaling up…you need growth experts. Let’s chat! . . . . . #performancemarketing #ecommerceagency #metaads

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🚀Exciting news for Brands & Marketers! Mindshare India has officially launched its much-anticipated "Content Marketing Report". 📈 In today's digital era, where "Content is King," staying ahead of the latest trends is key. Mindshare India's comprehensive report empowers brands & marketers with the knowledge and tools they need to elevate their content strategies to new heights. 📊 Interesting material for your next big presentation: 🔍 Trends & Insights 🏆 Best Practices 💡 Expert Advice & more This report is a must-read for anyone looking to enhance their content marketing game. Don't wait, get your copy today! 📖 Access the report here: https://shorturl.at/qM148 Amin Lakhani Ajay Mehta Ruchi Mathur Niraj Ruparel Vipasha Bhuptani Makarand N Nidhi Bakhru Aashita Jhamb Devanshi A. Yuvraj Rana Rishi Sharma #ContentMarketing #Mindshare #DigitalMarketing #ConsumerInsights #News #Trends #BrandSuccess

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🌟 𝐌𝐲 𝐎𝐘𝐎 𝐒𝐭𝐨𝐫𝐲 𝐚𝐧𝐝 𝐇𝐨𝐰 𝐢𝐭 𝐈𝐧𝐬𝐩𝐢𝐫𝐞𝐝 𝐓𝐫𝐚𝐭𝐨!🌟 I joined OYO in 2014 when it was only operating in Delhi NCR and had recently expanded to Mumbai and Bengaluru. At OYO, I pioneered and led the Production function, building a team of 30 from scratch. Our team was responsible for procuring, updating, and managing all property-related data on OYO platforms. As the Head of Production, I had the privilege of working with various business functions, including Tech, Product, Business Development, Demand Generation, Customer Support, and Operations. During my time at OYO, I made a crucial observation that inspired the creation of Trato. I noticed a win-win situation for all OYO stakeholders: 𝐇𝐨𝐭𝐞𝐥 𝐎𝐰𝐧𝐞𝐫𝐬: Their daily occupancy rates improved significantly, with rooms that were sold for Rs 1000 being bought by OYO with a minimum guarantee of Rs 1500. 𝐇𝐨𝐭𝐞𝐥 𝐂𝐮𝐬𝐭𝐨𝐦𝐞𝐫𝐬: They benefitted from getting the same room at a much lower price, around Rs 500. OYO set benchmarks for B2B hotels. 𝐎𝐘𝐎 𝐄𝐦𝐩𝐥𝐨𝐲𝐞𝐞𝐬: OYO expanded aggressively, offering salaries higher than market standards. 𝐎𝐘𝐎 𝐅𝐨𝐮𝐧𝐝𝐞𝐫𝐬 𝐚𝐧𝐝 𝐄𝐚𝐫𝐥𝐲 𝐈𝐧𝐯𝐞𝐬𝐭𝐨𝐫𝐬: They were always in a profitable position. This win-win situation, driven by belief, coordination, and cooperation among stakeholders, helped OYO become a unicorn despite poor unit economics. Inspired by this, I wanted to create something where all stakeholders would be profitable but with better unit economics, leading to the birth of Trato. 𝐀𝐭 𝐓𝐫𝐚𝐭𝐨: 𝐁𝐮𝐬𝐢𝐧𝐞𝐬𝐬 𝐎𝐰𝐧𝐞𝐫𝐬: They benefit by not incurring additional costs for marketing and demand generation. 𝐂𝐮𝐬𝐭𝐨𝐦𝐞𝐫𝐬: They get the best deals for their purchases and can participate in our rewards program, which offers substantial cash prizes. 𝐅𝐨𝐮𝐧𝐝𝐞𝐫𝐬 𝐚𝐧𝐝 𝐄𝐦𝐩𝐥𝐨𝐲𝐞𝐞𝐬: It's about the learning experience and the hope of building something great together. Like early-stage OYO, Trato aims to ensure a win-win situation for all our stakeholders. Check out Trato:

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The diversity that defines us reflects in all walks of life, including how we search for home to buy, rent, a PG et all. From Mumbai's preference to stay higher up to Delhi's demand for 3+ parking spaces... from Kolkata's need for a South-East facing home to Ahmedabad's desire to stay close to commercial hubs ...we are full of diverse needs & wants. And that's the beauty of us, the India that we are proudly building. As a booming Real Estate market enters another year on a strong note, here's wishing everyone a happy property hunting. PS - Do watch the video, it's super fun. Magicbricks

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Let’s connect if you have traffic for Swiggy..

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Competition is encroaching in. How are you fortifying your position? Brands need to continue working on strengthening their foothold. The days of relying solely on in-house efforts are not enough. Brands must innovate or face obscurity in today's competitive landscape. Partnering with Single.id opens doors to a world of promotional opportunities, allowing brands to reach new audiences and thrive in the competitive landscape. With Single.id, brands gain access to a dynamic array of marketing avenues, spanning TV, Digital, Social, and more, all reaching over 230 million users through our strategic partnerships with banks and media platforms. Embrace new strategies and unleash the full potential of your brand through partnership with Single.id. #singleid #brands #competition #partnership #marketing #reach #marketers #retail

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Yesterday, got this opportunity to attend CMO Collective Event by Google here in Mumbai Here are a few key takeaways 1. AI is here to make life simpler and quicker for marketers. Creative personalization and adaptation that usually takes time can now be achieved with ease and much lesser time. More time for designers to think than to scramble for making so many adapts Copywriters can leverage AI to come up with performance oriented communication that enable marketers to quickly deploy, learn, discard and re-deploy 2. There is an ecosystem that helps build actionable plan to implement and adopt AI. Rajat Mathur is running GenAI catalyst progam to guide businesses 3. Digital Media buying is becoming much simpler with the help of AI by leveraging first party data and combining it with 3rd party insights. We marketers don't need to make assumptions and hunches anymore 4. The role of CMO is now expanding and growing bigger. Understanding of technology gives us a better edge and make much more informed decisions. What are your thoughts? Would like to know more about how you are using AI to make life simpler. Thanks Megna Shankaranarayanan for the invite. Look forward to adopt some of these for 5paisa It was nice meeting old colleagues/friends Jennifer Pandya Manish Dhamankar and cherishing good old memories Made new connections Ashish Mishra Suvarna Athavale . It was pleasure meeting you. Look forward to stay connected

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When brand promises crumble - A real-world lesson from Air India. Two decades of brand strategy have taught me one thing Transformation is never just skin deep. My recent Delhi- Singapore flight with Air India was a live case study of brand promise versus brand reality. The Tata Group's much-hyped relaunch looked stunning on paper. Within minutes of boarding, the disconnect was painfully clear. The sleek new branding? Beautiful. The actual experience? Jarring. My seat's loose armrest wobbled with every turbulence. The in-flight entertainment system flickered between Bollywood tracks and static. When I signaled an issue to the flight attendant, her weary shrug spoke volumes about an unchanged internal culture. What transformation really means. This isn't just an Air India problem. It's a universal challenge I've seen across industries: cosmetic changes mean nothing if the fundamental customer experience remains unchanged. I always emphasize that a rebrand is more than a visual makeover. It's a comprehensive commitment to reimagining every single touchpoint. The hard pill to swallow when it comes to Meaningful Brand Evolution 👇 Visual identity is the appetizer. It is not the main course Cultural shifts matter more than logo redesigns Every single interaction builds (or breaks) customer trust Authenticity can't be manufactured. Air India's current state is a textbook example of superficial transformation. Millions invested in a new look, but the core experience remains unchanged. It's like renovating the facade of a house while the foundation continues to crumble. My clients hear this repeatedly - Your brand is the sum total of every single customer interaction. Air India's situation proves this point with painful clarity. For brands seeking meaningful change, the roadmap is straightforward, but far from easy. Commit to systemic, not just cosmetic changes Align internal culture with external brand promises Invest heavily in training and cultural development Create feedback loops that truly listen to customer experiences Understand that every interaction is a brand-building moment Air India's journey is a cautionary tale, but also an opportunity. Every turbulent flight, every frustrated customer is a chance to rebuild, reimagine, and recommit to what a brand can truly represent. True transformation isn't about looking different. It's about being fundamentally better, consistently, authentically, and with total commitment. The most powerful brands don't just communicate their value. They show it, moment by moment, interaction by interaction. #BrandStrategy #MarketingStrategy #DigitalTransformation #Innovation #marketing #branding #rebranding

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Indian consumers are stuck in the middle- From content fatigue to decision fatigue yet we hold the stature of COAT (Consumer market of all time). Check out my small contribution in today's The Economic Times ET BrandEquity #Consumer #Marketing #Digital

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How Can a Strong Brand Transform Your Business and Beyond? The tale of kale's rise to superfood fame and the disastrous Fyre Festival highlight the immense power of branding. Strong brands can revolutionize businesses, create loyal followings, and adapt to changing market needs. However, without a clear purpose and strategic direction, brands can falter and lead to business failures. Key takeaways on how to build a strong brand: 🌟 Invest in building a brand with a clear purpose that resonates with your audience. 🌟 Embrace adaptability and innovation to keep your brand relevant in changing markets. 🌟 Leverage the power of storytelling to connect emotionally with customers and stakeholders. Read more here: https://lnkd.in/gxZs62SZ #BrandStrategy #BrandPurpose #BrandBuilding

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VISTARA - THE DEATH OF A GREAT BRAND Vistara is one of the successful brands created in the country over almost the last 10 years, but now it gets ready for its own burial. Vistara is an interesting marketing case because typically when a brand gets swallowed by another brand one at least hopes that the brand being swallowed up is the weaker brand. In the case of Vistara the brand was considered premium to all other airlines in the country a fact helped by the exit of Jet Airways. Starting right from the name and design of the brand the brand was positioned as premium. The name "Vistara" comes from the Sanskrit word vistaar, which means "a limitless expanse". Perfect name for an airline. The brand identity was developed by design firm Ray+Keshawan. Since the collaboration of Vistara was with Singapore Airlines, it gave the brand an edge and rub off from the Singapore Airlines brand however subliminal. The brands success has not only been its marketing and advertising which normally pushes brands to become great. The product itself was well differentiated. For example credit must be given to Vistara for starting a Premium Economy Class. Although not an original thought, British Airways and others also have a Premium Economy it was a good differentiator for the Indian market. Most consumers also rated Vistara as having the best in flight food. Their loyalty program seems to have worked. I have several friends who preferred to fly Vistara in spite of their frequency not being as good as say Indigo. Many would however still wait to get a Vistara flight and add to their air miles. Vistara seemed to have developed their own base of non-cost conscious customers which is a big achievement in a price sensitive market. In addition complaints were low, loads very high and on-time performance was great - key parameters to judge any airlline. Premium economy which was a big hit was also a big disspointment because people got used to it, but it was not available on all routes. So does it make sense for big brother Air India to gobble up such a good brand. The success of the brand came at a big cost. With a loss of Rs 9000 crores, Vistara was paying for its success. So financial it made good sense for Air India to collapse the brand while also adding to its existing losses. There is a lesson here. Finally however good the brand, if it is not making money it will get killed. So now that Vistara as brand will be no more is there anyway that Air India can pick up any of its values to add to Air India possibly? Maybe. One could name any of the classes business or economy as Vistara class. There could be Vistara lounges etc. But I think this is perhaps just wishful thinking. Air India wants to build its own brand and may not give much attention how it can make use of the Vistara premiumness for itself. #airlineindustry #brandmanagement #branddesign #positioning #marketingandadvertising

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Viraj Sheth, Co-Founder & CEO of Monk Entertainment shares how Gen Z can turn their doom-scrolling into productive habits. He also shares that instead of mindlessly scrolling, everyone can use it to research what brands are missing and pitch their insights to agencies!🚀 Hosted by Karan Shah, Founder & CEO at IIDE, this Supersession was a great learning experience for all our PG students. Check out the full supersession video on our YouTube channel! - - - #digitalmarketing #influencermarketing #business #marketing

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