The matrimony site's campaign #PerfectSathi is conceptualised to engage with prospective brides and grooms. BuzzInContent caught up with Sumeet Singh, CMO Info-Edge, the parent company of the brand, to know the secret sauce behind the influencer-driven content strategy that is showing a direct impact on business

Influencer marketing agencies tell BuzzInContent.com how despite the rising questions around brand safety and negative experiences amid the pandemic, brands didn't stop spending in this space. While 2020 was just a survival year for this marketing strategy, they believe 2021 will be the real game as it is to boom massively

Amid the scarcity of fresh content and a dire need to integrate the brand with the content on TV and digital, brands and agencies ought to be a tad smarter with the integration. BuzzInContent.com figures out how the branded content space is evolving amid the pandemic

Santhanam, CMO, HDFC Bank, tells BuzzInContent.com how content marketing is top-of-the-funnel activity for the brand and why influencer marketing is helping the brand to micro-target its customers

The short film's plot is centred around the spirit of resilience of 28-year-old Pooja and how she helps sustain as many households as possible through the hardships of the pandemic via her dairy venture

It curates simple, engaging, youthful and bite-sized content in various formats such as videos, articles, infographics, comic strips and quizzes

Conceptualised in-house, the film has garnered over five million views on YouTube and other channels. It has been shared over 20,000 times on Facebook within three days of its launch on digital platforms

During Durga Puja, the initiative witnessed a female priest perform the rituals in one of the pandals set in Kolkata. The morning prime time male Big RJs of Kolkata were replaced by female RJs. Big FM RJs also invited listeners to share their stories of reversing patriarchy

The video campaign #SmileWalaDiya has a contest where people will be encouraged to share how they will delight their friends this Diwali. The film has been co-produced by Schbang Motion Pictures and Happy Monk

Restrained budgets and cautious spending amid the pandemic might force some brands to hold back investments in long-term content initiatives and IPs for the next year. However, experts suggest some will also find it beneficial to partner with IPs, be it content or live. BuzzInContent.com finds out what will bring more ROI for brands

In conversation with BuzzInContent.com, Nida Naushad, Head, Brand, Strategy and Campaign at Cars24, says the brand is focusing on re-creating content for every medium and plans to increase spends in influencer marketing also

Hamsini Shivakumar, Founder, Leapfrog Strategy Consulting, explains that as brands are increasingly expected to have responsible conversations within their category, content has become the way to go

The mother-daughter duo prepared food for each other and talked about life in the videos while weaving the brand in the story that didn't blatantly promote it on the face of the consumers

Written in both Hindi and English, the e-book offers an interactive experience with clickable links to instructional videos that demonstrate how the dishes are made

Vaibhav Odhekar, COO and Co-Founder at POKKT, writes about key challenges the influencer marketing ecosystem face and the solutions

The agency is targeting to manage influencer marketing campaigns worth Rs 500 crore by March 2022

The film stars Kalki Koechlin and is produced by Lightstream, a branded content studio owned by Rainshine Entertainment

#PinkIsTheNewBlack stems from the practice of demonising menstruation in India. The campaign aims to normalise talks around menstruation and promote the usage of the brand