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Making a YouTube channel for your small business

NEW DELHI: According to FICCI-EY Report 2018, 500 million internet users are expected to consume online video by 2020. With videos playing an integral part in everyday lies, the platforms have rushed to embrace the medium. From Facebook, to Instagram, to Youtube, the consumption of video has skyrocketed.

Among several platforms available, YouTube has played a pivotal role in disseminating video content. As per ComScore, every month, YouTube reaches to 265 million monthly active users in India. People are turning to YouTube to consume a wide array of videos. From how-tos and product reviews to makeup tutorials and vehicle test drives among others. And, this is not a metro phenomenon alone – people across SEC categories, across languages are turning to YouTube.

Given the growth of online video and scale of YouTube, more and businesses have started to use this medium. Any business that is looking at engaging with audience and drive business results should add YouTube in their overall marketing mix. This includes new economy companies, startups and even sub brands of traditional companies who believe their customers largely live online.


The why:

At its core, YouTube says it helps advertisers and brands find more and more valuable customers by using the power of Google’s data and insights, capture and convert this audience’s attention and measure the impact on their business. However, it is important to understand that the cost associated with reaching to a million users on YouTube will be higher to another platform like for example, Instagram. Videos on YouTube tend to be more professional in nature, and not merely user generated content.

For an advertiser looking to use YouTube, answering three questions can become guiding principles towards creating a successful campaign – how to leverage Google’s data and tools to:

● find more & more valuable customers?
YouTube offers a suite of Advanced Audiences, which lets advertisers use signals like data from Google search, Maps search, and app downloads, to predict who’s most likely to engage with their brand and deliver business results. Campaigns that use intent-based signals have seen higher brand awareness lift, consideration lift and purchase intent than when those same campaigns use demographic targeting.

● drive measurable results
YouTube’s ability to drive growth for a brand’s business comes with the flexibility to measure what matters to them the most.
● One can optimize for online results, Google offers tools, like Google Ads, Google Marketing Platform and Google and YouTube Analytics
● For offline results, YouTube provides brands with the ability to plug in third Party offline sales solution like Nielsen’s MMT and Matched Panel Analysis, to verify YouTube’s impact on sales goals

The medium of marketing via influencers is also very lucrative. However, the cost of creating content on YouTube again is higher than other platforms simply because most of the content created is generally large-format in nature not very short ones that can be found on other platforms. Proportionally, the cost of employing an influencer on YouTube goes higher for businesses.

YouTube is also suited for businesses that want to churn out videos related to How-To’s or guides and not merely display in nature. For example, a tech company may find it more suitable to create a corporate video on YouTube and not on Instagram.

How do you setup your YouTube channel?
Connecting your business to YouTube can be done in a matter of minutes. If you don’t have a Google account:
● Go to youtube.com
● Click ‘Sign-in’ in the top right corner of the page
● Select ‘Create account’
● Fill out the fields required to create your Google account
● Once you’ve created your Google account
○ Make your way over to YouTube’s homepage
○ Click on ‘My Channel’ on the right from the drop-down options
○ Click on ‘Use a business or other name’ on the pop-up that appears
○ Choose a name for your channel and the category that best describes your business
○ And, right there your channel is created

Follow these instructions to create a channel that can have multiple managers or owners.

You can use a Brand Account to create a channel that has a different name but that’s still managed from your Google Account. Learn more about Brand Accounts.
● Sign in to YouTube on a computer or using the mobile site.
● Go to your channel list.
● Choose to create a new channel or use an existing Brand Account:
○ Create a new channel by clicking Create a new channel.
○ Create a YouTube channel for a Brand Account that you already manage by choosing the Brand Account from the list. If this Brand Account already has a channel, you can’t create a new one—you’ll just be switched over to that channel if you select the Brand Account from the list.
● Fill out the details to name your new channel and verify your account. Then, click Done. This creates a new Brand Account.

1. Personalization according to you brand/company
Your channel brand is the set of unique characteristics that separates your channel from the rest and communicates your key messages and content strategy.
It’s a good idea to make your branding:
● Clear and representative so that people who find your channel will instantly understand what your videos are all about.
● As simple as possible. Think of logos or branding of products you like—they’re likely to be a singular image that has a brand recall.
● Something you’re proud of. Remember—your channel branding will become an extension of you, especially if you star in your channel.
Tips:
● Think of your channel like a storefront—give it the right look to show off your style
● Consistency is the key across all of the places where your branding appears!
● Be sure your branding adheres to the YouTube Community Guidelines.

2. Interacting with your audience
YouTube creators are always looking to strengthen their relationship with their audience and platform has created the Community tab as a way to share your creativity and complement the upload schedule. Some tips:

Community tab can be used to:
● Ask your audience for input on your next video with a poll
● Tease the best moment from a recently uploaded video by sharing a GIF
● Promote your favorite YouTube videos, merchandise, tour tickets, and more

Tips:
● Let your audience know about this new feature! You can explain to them that they’ll start seeing pictures, polls, GIFs, etc. in their Subscriptions feed
● Try linking out to your Community tab in the video description and with end cards so that it’s easy for your audience to find

Some Ideas to try out:
● Promote videos uploaded to your secondary channel
● Tag eligible YouTube channels, giving viewers a new way to discover other creators
● Thank your most loyal fans or even call out some of their special contributions

3. Allowing advertising and can it be a revenue channel?
Creators on YouTube can get details on how monetization works on the platform and ways they can make money on their videos. They can pe deeper into revenue on YouTube— the benefits, ways to maximize revenue streams, how ads are served, and learn how to measure revenue performance.

For years, creators have been earning money in more ways than just ads. YouTube now offers tools like Super Chat and channel memberships to persify their monetization options. This can make it easier for them to grow their YouTube business or drive engagement on their channel. There are tips for utilizing monetization options beyond ads and encouraging participation from their audience.

4. YouTube partner programme.
The YouTube Partner Program (YPP) gives creators greater access to YouTube resources and features including:
● Access to the Creator Support teams that will assist you in finding solutions for specific problems
● Access to the Copyright Match Tool that will help you find full re-uploads of your original videos on other YouTube channels. Once a match has been identified, you can review it in YouTube Studio and choose which action you’d like to take
● Access to the monetization features that will offer you with the ability to earn money through YouTube

There is a minimum eligibility required to become an YPP member and this includes:
● Follow all the YouTube Partner Program policies
● Live in a country or region where the YouTube Partner Program is available
● Have more than 4,000 public watch hours in the last 12 months
● Have more than 1,000 subscribers
● Have a linked AdSense account

( Originally published on Apr 30, 2019 )

Hacker group Legion calls Indian banking system deeply flawed

BENGALURU | NEW DELHI: The hacker group, which calls itself “Legion” and claims responsibility for the recent hacks of digital accounts of prominent Indians, said the banking system of India is “deeply flawed” and that the group does not believe in a cashless economy, in a secure online conversation with ET.

“Let me tell you…the banking system of India is deeply flawed and has been hacked several times,” said the person who spoke to ET, adding that several other groups also have access to key banking institutions. In the course of the interview, the person also revealed the names of some of the financial institutions “Legion” has targeted. But ET has refrained from publishing their names.

Legion, is the same group known to have hacked Congress vice president Rahul Gandhi’s Twitter and email accounts two weeks ago, following that up by hacking into the official accounts of the Indian National Congress. Liquor baron Vijay Mallya, journalists Barkha Dutt and Ravish Kumar, as well as news channel

NDTV

‘s Twitter accounts and email accounts, have also been hacked by the same group. The group has made public the dumps of some of these email accounts.

When asked who their next “target” would be, the hacker said: “That’s always a surprise. We don’t know ourselves. We are going through a certain dump of accounting data.” The person ET spoke to, made several references to using narcotic substances including lysergic acid diethylamide (LSD), also known as acid, a potent drug, during the expletive-laced conversation.

“We don’t believe in a cashless economy at all, you need cash, you need cash, that’s how things are, sorry mate,” the person said.

He was also emphatic that if people do not use secure email services, they should suffer. “Get the f*** off the internet if you don’t know how to use it. This is a dangerous place where retards gets owned,” claimed the hacker.

When asked why the group chose the name “Legion”, which has Biblical origins, the person said “that was a random name”, and “Not a fan of that book (Bible)”.They claimed to have been hackers for “more than a decade”.

Asked about former US spy contractor Edward Snowden and Wikileaks founder Julian Assange, whose work has been hailed for exposing the surveillance and malpractices of governments, Legion said: “Well, unlike them, we can actually hack!” Assange, the hacker said was a “cool guy”, and while they respect what Snowden does, “he’s only as cool as logging into a computer and dumping confidential d0x(documents)…But neither of them can hack. And they aren’t hackers. They are more like ‘data dumpers’ who collect data from people and organisation like us” Over the past two weeks, several theories have done the rounds about who the hacker might be. While some fingers were pointed at a web hosting service being vulnerable in the case of the Rahul Gandhi, INC and the Mallya hacks, that fell through when the journalists and TV channel were hacked and data made public.

The group was also believed to be right wing or government operatives, but the group has categorically denied being political.

Qatar sets up supervisory body for first legislative elections

Qatar has set up a committee to oversee its first legislative elections, due to be held in October, its interior ministry said on Sunday.

The elections will be for two-thirds, or 30 members, of the 45-seat advisory Shura Council. The ruling emir will appoint 15 members, rather than the entire council as he does today.

Prime Minister Sheikh Khalid bin Khalifa Al Thani, who also serves as interior minister, ordered the establishment of a supervisory committee which will be headed by interior ministry officials, the ministry said on Twitter.

Qatar, which already has municipal elections, has yet to publish the electoral system law for the Shura Council or set an exact date for the vote. Like other Gulf Arab states, Qatar bans political parties.

Sheikh Khalid last month said that a draft electoral law approved by the cabinet in May would put limits on campaign spending and criminalise foreign funding and vote-buying.

He said the small but wealthy country, the world’s top liquefied natural gas supplier which will host the 2022 soccer World Cup, had been pided into 30 electoral districts.

Qataris account for around 10% of the roughly 2.7 million population, most of whom are foreign workers.

Kuwait is the only Gulf monarchy to give substantial powers to an elected parliament, which can block laws and question ministers, though ultimate decision-making rests with the ruler.

Bahrain and Oman have elections for one house of their bicameral parliaments, which have limited influence.

Saudi Arabia’s advisory body is appointed. In the United Arab Emirates, rulers approve which citizens are allowed to vote for half the advisory council’s members.

Delhi University Teachers’ Association opposes implementation of National Education Policy

The Delhi University Teachers’ Association (DUTA) on Tuesday opposed the implementation of the National Education Policy in the university. Using the hashtag #RejectNEP, organisations of teachers and students took to Twitter to voice their opposition.

The university’s Executive Council meeting is underway where the implementation of the National Education Policy from 2022-23 is on the agenda.

The implementation of the National Education Policy from 2022-23 and the four-year undergraduate programme were approved by the Standing Committee on Academic Matters and the Academic Council last week.

They are likely to be approved by the Executive Council, which is the highest decision making body of the university.

DUTA president Rajib Ray said in a tweet, “The agenda of (NEP 2020) is commercialisation and privatisation, and foreign universities will replace public, state-funded education with elite educational enclaves minus social justice and caste-based reservation measures. No to dilution of courses, degrees and slashing of workload of teachers.”

“Say No to dilution of degrees, commercialization and privatisation of higher education! Say No to dismantling of public funded higher education! Save Education, Save Nation!” tweeted Abha Dev Habib, DUTA treasurer.

Cabinet nod to Samagra Shiksha Scheme for school education for another 5 yrs

The Union Cabinet on Wednesday approved continuation of the ‘Samagra Shiksha Scheme’ for school education for another five years. Union ministers Dharmendra Pradhan and Anurag Thakur told reporters that the scheme would continue from April 1, 2021 to March 31, 2026.

Education minister Pradhan said the scheme would be called ‘Samagra Shiksha Scheme 2’.

A financial outlay of Rs 2,94,283.04 crore, which includes central share of Rs 1,85,398.32 crore has been made to implement the scheme.

It will cover 1.16 million schools, over 156 million students and 5.7 million teachers of government and and aided schools, according to details shared by the government’s principal spokesperson on Twitter.

The scheme also moots access to quality education with an equitable and inclusive classroom environment with a greater focus on imparting skills among the students.

Small cos can create big impact by using smart advertising

The biggest constraint for a small business is cash. After spending a good amount on setting up a business, an entrepreneur is usually left with just enough to sustain for sometime. For these small businesses, cost of advertising can be a stretch. But if they do not advertise, they will not see too many customers. This is a dilemma every entrepreneur faces-how much to spend on advertising.

Advertising is an important part of the overall puzzle. Advertising exposes a business to the public and helps it get new customers and sales opportunities. People get to know that such a brand/product/service exists. So how does a small business with a limited budget create that visibility for itself?

“Advertising doesn’t necessarily mean spending huge amounts of money. You can be creative in your advertising and promotions and all of it can be done at a fairly low cost as well,” says brand guru Jagdeep Kapoor.

Advertising is a necessity, but to have a healthy brand, spending a huge amount on advertising is not the only option. In fact, Mr Kapoor points out that all forms of media-print, television, radio, outdoor and the Internet-have cost effective options. “Having a proper marketing strategy will help in tapping these options,” he says.

Sometimes, too much of advertising can also be a problem. “Advertising needs to be used like salt. In just the right proportion,” quips Mr Kapoor.

Advertising sometimes can also be as simple as word of mouth. But whatever medium you use, before setting out to advertise, be clear on your target segment so that your direction is correct and you do not end up wasting the effirt and money.

Even a startup which is about to launch its first product and has a small advertising budget can create a big impact in a large city like Mumbai. An easy, cost effective way could be to use bus back advertising. These buses roam the whole city and can create a huge impact for the startup. “The idea is to create visibility without compromising on the effectiveness,” he says. Similarly, using radio advertising to target specific segments, or on ground advertising in cricket matches could be a great way to get the visibility.

You need to advertise and you have to be effective and cost effective when you are using the weapon of advertising to grow your brand. You need to advertise and you have to be effective and cost effective when you are using the weapon of advertising to grow your brand. Even your visiting card can spread the word about your brand.

Just some creative thinking is required to turn it into an ad. You can even make your car or SUV a moving billboard. Sacrifice the brand new shine on your vehicle and paint the name of your company on it, put a sticker on the back or even use the wheel caps for a small ad.

Today, one of the most cost-effective advertising mediums for small companies and big alike is the Internet. Here, a small firm can reach very specific customers. “Small companies can’t afford to let their marketing get wasted. Online advertising can help them track where they are spending,” says Aliza Knox, head of online sales and operations for Google Asia Pacific.

Through Google Adwords, a small company can track customers closely. They can know who have come and bought. They can even know about people who have just checkout their products online but haven’t purchased.

The Internet offers much broader reach at an affordable cost helping entrepreneurs grow their businesses quickly. Here, return on investment is more important and with Google, one can even start with as little as Rs 100 a day with of advertising . The idea is to let the entrepreneur see if he is getting the value he seeks. “Firms can experiment with different searches, keywords, geographies and budgets,” says Ms Knox.

The first basic step for companies is to get online and create a website. Ensure that it is a clean site, which is quick, and it throws up on searches on various search sites. In the online world, 33-50 % of business can come from search engine traffic. One should look at all listing options online, including the Google directory.

Social media too is emerging as a effective advertising option. Companies can be on social media sites like Facebook and Twitter and even YouTube to reach out. A taxi driver in a small city in India used the power of social media to the hilt. He created an interesting, funny and very relevant YouTube video and uploaded it. His business has been roaring since.

Google has doubled its SME advertisers in the Indian market. Business of all kinds, from exporters, manufacturers to florists and other service providers have been using Google Adwords to effectively market their products. “On the Internet you can have very innovative content for your advertising and reach a very targeted audience, reducing wastage,” says Mr Kapoor.

New guidelines for fairness advertisements: Don’t show bias on basis of skin colour, say ASCI

MUMBAI: New guidelines from the Advertising Standards Council of India, a self-regulatory body could quite literally change the face of advertising in the approximately Rs 3,000-crore fairness category which includes creams, face washes and lotions.

Hindustan Unilever

dominates the category with its Fair & Lovely brand, and other big brands include Emami’s Fair & Handsome for men, as well as Garnier from L’Oreal.

A draft of the new guidelines specifically targets several well-established tropes of fairness advertising.

The new rules propose, among other things, that ads should not show darkerskinned people as unhappy, depressed, or disadvantaged in any way by skin tone, and should not associate skin colour with any particular socio-economic class, ethnicity or community.

According to Sam Balsara, chairman and managing director, Madison World and a former chairman of ASCI, “The reason for these guidelines is to make it clear to advertisers as to what society finds acceptable and what it doesn’t.”

When asked about the ramifications on the guidelines on its advertising, a spokesperson from Hindustan Unilever, said, “We welcome ASCI’s move to further strengthen guidelines. This will help to promote transparency in advertising. These guidelines are currently at a draft stage and have been published for seeking industry inputs.”

Adds a spokesperson from Garnier, “We strongly believe advertising should not encourage social discrimination of people based on aspects like the colour of their skin. All Garnier communication focuses on the efficacy of the product and is most importantly, backed by scientific fact. Our conviction is that there is no single model for beauty.”

Both ASCI and Balsara say that advertisers have been consulted while coming up with the guidelines. And advertising folk who chose to respond off the record believe (or at least hope) that the letter and spirit of these guidelines allow a certain room for interpretation.

Pioneered by Afghan Snow in 1919, the fairness category is dominated by Hindustan Unilever’s Fair & Lovely, launched in 1975.

Today, almost every skin care brand worth its name, from Garnier to Ponds, has a fairness variant, with an entire sub-category targeting men. It has been built on storylines about how being dark skinned could materially affect the job and marital prospects of consumers.

However, over the last decade, there’s been a groundswell of protests against these products and how they are marketed. Celebrities like film director Shekhar Kapur have taken on the category on social media including Twitter.

An entire segment in Madhur Bhandarkar’s Traffic Signal is devoted to an anti fairness-cream rant. The category’s ads has been pilloried in global media for promoting a kind of “racism”.

Chennai based Women of Worth has been running a campaign around the theme Dark is Beautiful with support from actor and director Nandita Das. It’s finally made ASCI take notice.

Long regarded as a well intentioned but powerless body, the ASCI has revitalised itself over the last couple of years, moving with speed and aggression against ads that break its code of conduct.

Says Shweta Purandare, secretarygeneral at the ASCI, “Over the years, we have come across several complaints against advertisements regarding skin lightening or fairness improvement.”

10% of ASCI’s complaints are targeted at personal care products, typically dealing with their lack of efficacy and exaggerated claims.

Celebrities now include social media in endorsement contracts, get paid separately for tweeting

NEW DELHI An Indian health portal is close to signing a special endorsement deal with Bollywood actress Priyanka Chopra, not for her strikingly good looks but for the 4.2 million followers that she has on Twitter. She will tweet about the portal.

Celebrities in India, like their counterparts in the West, have started including social media like Twitter and Facebook in their brand endorsement contracts or are getting paid separately for tweeting about brands, as marketers scurry to reach their online fan base.

Several big and small celebrities and sports stars including Chetan Bhagat, Anusha Dandekar, Shruti Haasan and Unmukt Chand have already started raking in the moolah through social media deals with brands, while others such as cricketer Yuvraj Singh are close to such contracts, their managers say.

“Twitter is a very big aspect of a celeb’s reach. Sponsored tweets are certainly gaining traction in India,” says Bunty Sajdeh, chief executive officer of Cornerstone Sport & Entertainment that manages endorsements for celebrities and sportsmen like Sonakshi Sinha, Virat Kohli, Prabhu Deva and Sania Mirza.

Sajdeh says he has had discussions with brands on including social media in endorsement contracts but he always insisted that it should be separate contract and a separate discussion.

Social media contracts, which include Twitter, Facebook, blogs, Instagram and websites of celebrities, cost a brand up to 25% of a traditional endorsement contract with a celebrity.

Vinita Bangad, founder of Krossover Entertainment that manages Priyanka Chopra and Shah Rukh Khan, while confirming Chopra’s social media deal says, “Talks are on with a few more brands.”

In the past, Krossover Entertainment helped VJ Anusha Dandekar ink social media contracts with ITC and Crocs shoes.

Anusha tweeted about Crocs shoes with pictures while the brand on its Facebook page also made sure that her association was hyped up.

Online apparel and accessories brand American Swan signed actress Shruti Haasan and cricketer Unmukt Chand in similar deals earlier this year. The brand organised live chat sessions for fans to connect with them, which the celebrities actively promoted on their social media handles including Twitter.

“These were 2-3 month-long contracts which were targeted to connect with the right set of audience in a focused manner,” Anurag Rajpal, director and chief executive officer of The American Swan Lifestyle, says.

He says deals like these can range anywhere between Rs 10 lakh to Rs 30 lakh for three months, but depend on the popularity of the celebrity in the digital space.

For brands, social media deals are far more cost effective than traditional endorsement deals, particularly in the case of top stars. For instance, if a star charges Rs 1.5 crore for a traditional brand endorsement contract for one year, the person would charge just over Rs 35 lakh for a social media deal.

Social media deal, however, costs at least 1.5 times that of what a brand pays to advertise in the online space.

 

Then there are celebrities who are getting paid per tweet by brands and that could go up to Rs 5-7 lakh per tweet for a celebrity who has about two million followers.

“Today, social media certainly has the power to influence customers and brands,” says Shailendra Singh, joint managing director of Percept.

Earlier this year, cricketer Yuvraj Singh, who has over two million followers on Twitter, was requested by Birla Sunlife Insurance, a brand that he has been endorsing for a while, to tweet one of the brand’s campaign after his recovery from cancer.

While he did not charge the brand for that tweet, Singh’s manager Nishant Arora says many companies have started approaching the cricketer for separate social media contracts. “A few deals are likely to be announced in the next couple of months,” Arora says.

Writer Chetan Bhagat, with 1.2 million followers, is a prolific tweeter but says only a very small number of his total tweets are related to the brands he endorses or shows he does on TV. “My followers want to know about me and not the brands, which is why I make sure that I do not abuse my fans by pushing some brand message across,” he says.

Bhagat, though, is often found tweeting about new launches from Huawei or about Shaadi.com, two brands that he endorses. “Financial considerations too are involved at times,” he says.

Not every celebrity, however, is comfortable with monetising their fan base on Twitter and Facebook. “They aren’t very comfortable doing promotions for a brand on their Twitter timeline. It’s a personal space and they want to keep their association with their fans authentic,” says Anirban Das Blah, founder of celebrity management company Kwan that works with actors like Akshay Kumar, Deepika Padukone, Ranbir Kapoor and Nargis Fakri.

What some big celebrities are comfortable with, though, is discreetly, tastefully and aesthetically done tweets when it comes to brand promotions.

In the West, especially the US and UK, however, celebrities often use Twitter to promote brands unabashedly.

It was reported that Kim Kardashian, who has a whopping 18 million Twitter followers, could earn around 7,000 pounds for a single tweet mentioning a specific product. Others like Elizabeth Hurley, Victoria Beckham, Justin Bieber and Wayne Rooney have all tweeted about brands that pay them either per tweet or have endorsement contracts with them.

Twitter gets sweeter for celebrity endorsers: Trend of paid celebrity tweets catching on in India

MUMBAI: No way will Sonakshi Sinha share her Starbucks dark mocha frappucino, the actress recently tweeted. Badminton champ Saina Nehwal posted her partiality for the alphonso mango frappucino. And actress Neha Dhupia has tweeted about fashion brand Chola, Veeba foods, Vogue magazine, cosmetic brand Kiehls and Renault.

Bollywood A listers may be lapping up most of the big brand endorsement deals but others in the entertainment/fashion/sports circuit have found a new revenue stream through Twitter. Actors Sinha and Dhupia, cricketer Yuvraj Singh and glamour photographer Atul Kasbekar are among those signing ‘tweet only’ deals. This involves posting messages in support of brands for a fee of Rs 1-5 lakh per tweet. Not bad money for typing 140 characters in support of product launches, new restaurants, television shows, spas, holiday destinations, even weddings.

The trend of sponsored or paid celebrity tweets, widely prevalent in overseas markets, is catching on in India. Clients are willing to pay to target the fan base of celebrities or ‘influencers.’ To be sure, most celebrities have social media managers who run their Twitter or Facebook accounts, so it’s not like they’re personally typing out these messages. While the social media pages were made to connect with fans and promote their films, in the case of actors, they are now helping them earn through digital brand associations.

“Electronic brands to companies like

Hindustan Unilever

and everyone in between use celebrity paid tweets these days,” said Uday Singh Gauri, CEO of talent management firm Exceed Entertainment. “The reach and effectiveness of these tweets is massive. Earlier, companies used to pay a lot more to do events with a celebrity to reach just a few hundred or thousand consumers. Now with just one celebrity tweet they can reach over millions of potential customers.”

Celebrities are also sought out for promotions based on their image and profession.

For instance, Sinha’s community is “more fashion conscious” or “they are interested in fashion or lifestyle related brands,” said Gauri. In recent times, Sinha, who charges Rs 4-5 lakh per tweet, has tied up with Asus India, television show Indian Idol Junior and an extensive list of fashion designers.

Singh has a deal with UC Browser, which is part of the Alibaba group. Honda had a tie-up with actor/comedian Kapil Sharma. Starbucks has had Twitter engagements with several celebrities including Sinha, Singh and TV host Raghu Ram among others.

“These days more than half of celebrity tweets are sponsored and the growth rate of celebrity tweets in India is more than 50%,” said a senior executive at a celebrity management company.

Some celebrities tweet only on one genre. For instance, DJ Nikhil Chinapa tweets mostly about music. So electronic dance music festivals and music-streaming companies may seek him out to push their message, he said.

The tweet-only contracts with celebrities are not “infinite,” said Gauri of Exceed.

“More than the number of tweets, what matters is brand semblance with the profile of the celebrity and the fans following him/her. For instance, it won’t make sense for a truck brand to rope in Alia Bhatt for a Twitter initiative!” he said, despite the actress having acted in a 2014 film called Highway.

Even the top stars are signing up for Twitter deals with some celebrities such as Priyanka Chopra and Shahid Kapoor charging Rs 10-12 lakh per message. “But following the recent controversy around Maggi, A listers have become cautious. For instance, Priyanka Chopra won’t tweet about a product unless she has used it herself or is convinced about it, no matter how much the brand pays her,” said a senior media agency executive.

Vivo will not use Aamir, Sara in advertisements for next few months as a response to Sino-Indian hostility

New Delhi: Chinese smartphone maker

Vivo

won’t use brand ambassadors Aamir Khan and Sara Ali Khan in its advertising campaigns over the next few months, including the upcoming

IPL

, in what’s said to be a fallout from the recent Sino-Indian border hostilities. This follows demands that Indian stars stop endorsing Chinese brands.

“Vivo will advertise new phone launches in the coming months including the upcoming Indian Premier League (IPL) T20 for which it is title sponsor, but none of the new phones will be promoted by actors Aamir or Sara despite their star power,” said an industry executive aware of the development.

Vivo India’s spokesperson didn’t respond to queries.

Aamir Khan, who featured prominently on Vivo’s Twitter handle, is no longer visible there or on the mobile phone maker’s home page. The Dangal star has 26.3 million followers on Twitter and 3.4 million followers on Instagram. He’s known to charge about ₹4 crore per day for brand shoots, which translates into an annual endorsement fee of ₹12-15 crore. He was signed up by Vivo in early 2018.

“While contracts can’t be terminated and they will continue to full term unless a force majeure clause is invoked, a scaling down of advertising showing celebrities upfront is expected for the time being,” said Manish Porwal, managing director at talent management firm Alchemist Marketing & Talent Solutions. “This is to avoid any possible backlash in terms of consumer sentiment for the celebrities who are household names.”

The Chinese technology giant, which has an ongoing five-year, ₹2,000-crore-plus title sponsorship deal with the IPL starting 2018, pays the Board of Control for Cricket in India (BCCI) ₹440 crore per season.

This is the first example of a large Chinese brand deciding not to use celebrities in its advertising after the border skirmish in June.