In conversation with production houses and OTT platforms, BuzzInContent explores how promotions of films and series are now more about creating content that engages and connects with the audiences in various formats, including influencer-led marketing

With the creator mode, the ‘Connect' button will be replaced with the ‘Follow' button. It will also move the ‘Featured' and ‘Activity' sections to the top of the member's profile to more prominently display their content

BuzzInContent.com caught up with Smita Murarka of Duroflex to get into the nitty-gritty of the brand's latest influencer-marketing strategy for its music property for World Sleep Day

The Whisper Media study is conducted by Kantar and Orbit. The report indicates that close to 90% consumers have seen a brand or product via an ICA and typically spent about five seconds observing it

Backed by Chinese influencer marketing agency Top Social, the Bored Games platform aims to be more localised in its approach while taking care of user privacy. Discussing its content offering, Khetle, Business and Growth, Bored Games, says the platform's core proposition is quality over quantity and will soon foray into audio format

BuzzInContent.com talks to brands in the sleep category to discuss how they are building a credible relationship with consumers by speaking in their language through innovative content formats

There will be a series of communications to highlight the brand being resilient and reliable. Havas Media Group is the media buying partner for the campaign

Over a span of eight weeks, Kiran will narrate one folktale each week. While narrating the stories, Kiran will also remind listeners to experience the power of sleep, and cite the benefits of a great mattress — offering a word of mouth for Centuary

The OTT space is growing at a galloping pace, but one must need to overcome challenges related to budgets, creativity, reach and engagement, and the client-agency-OTT player relationships

The partnership will have 14 Moj creators experiencing various adventures in Ras Al Khaimah as well as sharing their travel stories

The brand has also opened a dedicated sleep helpline number (1800 258 7678) for a free consultation regarding sleep disorders

Hamsini Shivakumar, the Founder of Leapfrog Strategy Consulting, writes that by turning into a publisher instead of seeking sponsorship for visibility, Asian Paints shows how brands can reclaim importance by retraining the focus on their audience instead of themselves, unlike in the past where visibility came at the cost of interruptions in the consumption experience

The division will manage all key aspects of the creators' business, including selecting their brand collaborations across digital and non-digital mediums, personal branding and PR, content advisory, finance and admin support

In the show, there will be candid conversations on periods between contestants on the physical and mental discomfort women face during those days

Duroflex Sounds of Sleep has been conceptualised by Duroflex's creative agency partner, Sunny Side Up. It has been co-created with Sony Music India and Lodestar UM Studios along with production associates

Also since they are celebrities the audience is curious to know their skincare regime and by playing this game the audience feels that they are becoming a party to their favourite celebrities secrets.

Rathi has branded content experience with media houses including the Times Group, NDTV and the Zee Group. In her most recent stint, she was West Head - IPR Sales in Optimal Media Solutions, a Times Group company

In an interview with BuzzInContent.com, the Vice-President and Head - New Business at MX Player, talks about how OTT platforms are a better bet for brands for their content needs