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Tantan Gains Big from its Debut Influencer Marketing Campaign this Valentine’s Day




Tantan, the 2nd most downloaded dating app globally, leveraged on a strategic and focused influencer marketing campaign to reach a solid growth in the number of active users during the Valentine’s Day week. With the festival as the theme, Tantan devised a campaign #VDayonTantan that channelizes the messaging of the brand to increase awareness and attract more verified female user base to the app. Over 45 influencers on Instagram and TikTok came together for the umbrella campaign #VDayOnTantan, #MyManOnTantan by the female influencers and #YourManOnTantan by the male influencers.

The campaign is a huge success for Tantan delivering an overall reach of over 2.5 million and growing across platforms. The followers of the influencers range in millions and are spread across India. As a result, they have been able to create mass awareness and engagement around the dating app stepping up in higher downloads from the metropolitan and Tier I cities during the period of the campaign.

The Tantan app stresses big on the “Verification Feature” which verifies profiles and blocks fake users from using the app. It is this feature that makes it one of the most trusted dating app around the world and it was the key messaging of the campaign. The influencers engaged the consumers by creating awareness on Tantan’s unique features like “Secret Crush,” “Swipe Around the Globe,” “Mild and Intimate Quizzes,” that make the app distinct and more attractive among its peers.

Over 30 influencers on Instagram with a total follower base of over 2 million people posted actively about the campaign, namely Nitibha Kaul, Ankush Bahuguna, Mridul Madhok and others. On TikTok, 10 mega influencers with a total reach of over 14 million namely Noman Uzair Khan, Harsha Richhariya and others created a healthy buzz around the campaign.

Talking about the campaign Zhibai Han, Vice President, Revenue and International, Tantan said, “India is one of the largest markets for us because of the great demographic dividend and the deep internet penetration. We had drawn a special campaign for the millennials of the country and we are happy with its successful outcome. This campaign had an amazing reach across platforms like Instagram, TikTok and YouTube which helped us in increasing the user base. We are expecting more results in the coming week.”

Talking about #VDayOnTatan, Ankush Bahuguna, writer, actor and influencer said, “I enjoyed working on the Tantan camapign. In a time where we’re literally living in the online world, dating apps are starting to make so much sense. You can actually find people with similar interests, have conversations with them about literally anything and see where it takes you! Meeting new people hasn’t ever been easier.”

The campaign was strategized and executed by Topline Consulting Group. “The whole campaign was centered on getting more women users to download the app. While male influencers lured their female followers into finding them on Tantan, the women influencers encouraged other women to shed their apprehensions and find their ideal match on the app,” Riddhi Sachdeva from Topline Consulting Group explained.

According to Bobble AI’s Data intelligence and analysis Tantan is installed on 32.21% of the devices in India thus proving the point that Tantan has gained the trust and support of Indians looking for love on the internet.

Here are the top links of the influencer campaign:



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Chingari to Offer Indian Cultural Content on Its App in Partnership with OMTV

NDM Network



Chingari has partnered with OMTV, a newly launched OTT channel and the brainchild Blackboard Films. This will cater to the rising demands of the niche audiences to connect with Indian cultural programmes. Chingari will be able to provide its users with the OMTV programmes through their app. These varied programmes offered range from mythology & culture to food & history.  

Chingari’s collaboration is an opportunity to further engage with their users’ shifting tastes. The competitive Indian digital platform scenario is pushing Chingari to think out-of-the-box. This tie-up is their venture to be both Indian & original. OMTV has been launched online with the concept to make available knowledge that is Indian in every possible manner. It plans to showcase the diverse & rooted Indian philosophy. Chingari plans to give the programmes their own platform to its users. The collaboration is seen a natural progress to the evolving thought process of both the Indian apps. 

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“At Chingari, we are always creative in terms of our unusual offerings that resonate with our users. The OMTV content perfectly matches our beliefs. The Indian connection here revolves around India’s cultural heritage. And it connects to our users who are modern yet want to connect to their roots. This alliance will be a refreshing change for Chingari, OMTV and our users,” remarks Mr Deepak Salvi, Co-founder & COO, Chingari App. 

Nitin Jai Shukla, Founder & Managing Director, OMTV app, said, “OMTV is a humble attempt to showcase the diversity & deep-rooted philosophy present in the traditions of our nation. With “GYAAN BHI, GARV BHI” as the platform’s philosophy, we intend to offer varied content, from knowledge to culture and heritage to historical and mythological shows. Our partnership with one of India’s fastest growing short format video platforms Chingari in the first month of our launch is indeed exciting. Chingari is popular not only amongst youth but also in regions where people are rooted in culture. With our offering of an insight into our nation’s culture, this collaboration promises to be a distinct step towards making a positive impact by piquing on people’s curiosity to know more about Indian culture.” 

OMTV plans to capture the extent of India’s Sanatan Dharma and inform about it through storytelling & programmes in fiction or non-fiction format. It is evolving itself to spread its roots & introduce Indians to their heritage. Blackboard films, the parent company, have worked as producer & co-producer on mega shows shown on premium OTT platform & GEC channels.  

The partnership with OMTV will be another feather in the cap of Chingari’s attempt to be a global app with an Indian touch. 

Continue Reading


Koo Becomes #1 Hindi Microblogging Platform

NDM Network



Koo has become the place for conversations in Indian regional languages. Out of the 1 crore users on Koo, almost 50% (50 lakh) users interact in Hindi. Further, of the 52+ million Koos on the platform, nearly half are Hindi. By making available a microblogging platform in non-English languages, Koo has created the opportunity for people fluent in their native languages to participate and engage in online conversations. 

A Koo spokesperson said, “The majority of the Indian people communicate in native languages, leaving them out of the social media discussion, which is largely in English. As we aspire to bring the next billion users to the internet and remove the bias against non-English speaking audiences, Koo is on a mission to democratize the voice of India. Koo has created a space where Indians who are comfortable speaking their mother tongues can express their thoughts and ideas freely. The platform enables users to Koo in their preferred language and rest assured that a large part of their community will understand the context without explanation. Koo seeks to bring people and communities together using language as a uniting factor.” 

Conversations on Koo-Hindi range from social causes, political views, Bollywood, sports, current affairs, festivities, days of national importance, remembrance of National leaders, and other such campaigns. Based on a study of Hindi content on various microblogging platforms performed over a number of days and at various times, it was found that, on average, the number of Hindi posts on Koo is nearly double the number of Hindi posts on any other microblogging site. Further, the number of Hindi users on Koo has grown by 80% in the last 4 months, and the number of Koos in Hindi has doubled in the same period. 

As per various studies, the Indian internet user base is expected to reach the billion mark in the next 5-6 years. The Indian language internet users are expected to grow at a significantly faster rate than English users.  

Some Chief Ministers communicate only in Hindi

A few Chief Ministers of Indian states communicate only in Hindi on social media platforms. For example, the Chief Minister of Uttar Pradesh, Yogi Adityanath (@myogiadityanath), and Chief Minister of Rajasthan, Ashok Gehlot (@gehlotashok) post only in Hindi. Seeking to reach out to their Hindi-speaking users, both Chief Ministers post in Hindi on the Koo App. In addition, Chief Ministers of other states also post in Hindi on Koo.

Politicians and celebrities are joining Koo to connect with the Hindi users

Prominent leaders and celebrities from India who now use Koo have seen an uptick in their follower base. Recently, West Bengal’s All India Trinamool Congress (@AITC) – the party of Chief Minister Mamata Banerjee – created its official account on Koo. Shortly after, Tej Pratap Yadav of RJD also joined Koo. Similarly, Bollywood actors Tiger Shroff, Kriti Sanon, and Shraddha Kapoor are among the large number of Bollywood stars who have recently created official accounts on Koo.

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Paytm Ropes in Telugu Stars to Educate Users About UPI Money Transfer

NDM Network



Paytm is driving its mission of financial literacy and awareness amongst people. The company will be educating users about UPI money transfers on the Paytm app and its allied benefits. For the same, the company has launched a campaign – #MyChoiceMyPaytm, which will begin in Andhra Pradesh & Telangana and will focus on Paytm’s top category in the region, UPI Money Transfer & elaborate on the benefits of using the app for seamless and fast money transfers.

Paytm has roped in renowned television actors from the region who have a strong youth appeal including Nirupam Paritala, Meghana Lokesh, Lasya Manjunath, and Ali Reza from the Telugu television fraternity. The ads capture slice-of-life situations & how actors’ lives have been simplified because they chose Paytm. Through the campaign, users can learn how they can easily link their Bank A/C on Paytm, how they can check their bank balance at one place & make a money transfer instantly from their Bank A/C to another, with just a mobile number.

Paytm Payments Bank is a NPCI-certified Payment Service Provider and Issuer Bank for UPI transactions. Paytm Payments Bank was the largest UPI beneficiary bank with a market share of 17.1%, according to RedSeer. It has over 155 million UPI handles on its platform for accelerating the growth of UPI payments at retail stores and even large merchants. 

Paytm spokesperson said, “Paytm brings convenience in the lives of users, and we want our message to reach as many people as possible. With UPI money transfer, Paytm has been able to bring in benefits for the users with its fast transfers and seamless transactions. With this campaign, we hope that more users in Telangana and Andhra Pradesh can use the platform with ease.”

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