The consumer engagement initiative ‘My Singapore Connect' will feature renowned talents from both the countries, bonding over their passion for culinary, film making, music and comedy

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

The film conceptualised by Autumn Grey and Utopians portrays a ‘slice-of-life' event to highlight the spirit of generosity in action and highlights what this festival has always stood for — selfless and unmeasured giving

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

According to the content marketing agency Sheeko, the brand reached more than 90 lakh people in an estimated media value worth more than Rs 25 lakh

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

According to the report, influencer marketing also comes with certain risks—85% of FMCG companies have had their brand negatively impacted due to an association with an influencer, with almost a quarter (24%) of these companies claiming to have been adversely affected multiple times. Shockingly, 25% of FMCG companies report losses between $100,000-$250,000 from a negative influencer experience

The film created by Schbang narrates the tales of Michelin star Chef Vikas Khanna, Arjuna awardee badminton player Parupalli Kashyap and popular comedian Bharti Singh, who did not let asthma stop them from achieving their dreams

The campaign narrates the message of how ‘kindness resides in all of us, we just have to find it for others'

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

The Covid-19 pandemic has led to a higher adoption of podcasts by content creators and an increased acceptance by listeners. Coming as a saviour to the creative community in times of restricted opportunities, advertisers too are taking the notice of this medium. But can the medium capitalise on the attention it got? BuzzInContent.com explores

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