14 October 2019 16:42



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Chtrbox, a leading Indian influencer marketing company, announces the launch of Boombox to cater to growing demand for social media influencers.

Boombox is the industry’s first open discovery tool of India’s most influential voices, aimed to make the marketer’s job of shortlisting relevant celebrities & influencers easier, smarter and ROI driven.

Commenting on the launch, Pranay Swarup, Co- Founder and CEO, Chtrbox said, “Our objective in launching Boombox as a platform and end-to-end service is to empower marketers with strategic, data-powered, consolidated talent options when selecting celebs and top influencers for brand campaigns, events and endorsements. Today, when brands select talent, we’ve noticed that choices are decided largely on simple intuition such as - do I know & like this person? Do they represent the values my brand wants to represent? We are bringing data to this critical decision-making process, to ensure that when you invest & book India’s top talent for any purpose, you’re maximizing your ROI on social media. With Boombox, we want to help brands discover creative and budget-effective optimizations you may not have thought of before, paired with our expertise on creative strategy to create memorable influencer content.”

Boombox enables brands & their agencies with easy access to search, filter and shortlist famous personalities for their next big marketing initiative. The launch of Boombox comes at the right time today when brands, celebs and influencers are all increasingly looking to optimize time, speed, budgets, and most importantly grab attention spans of end consumers in this digital first world. Influencer powered content is disrupting the way brands created content traditional ads with talent; it's now a lot more cost-effective and impactful for talent to showcase authentically how they're engaging with the brand's product or idea, if it all it resonates with who they are.

Roshan Abbas, MD of Geometry Encompass, who is also an early investor in Chtrbox, adds, “Today more than ever, we’re offering brands digital extensions to their physical events and experiences. Chtrbox serves a great partner and platform through which agencies can now empower their brands with a new way to analyze and collaborate with all categories of celebs and influencers.”

"What makes Boombox awesome for planners is that it's amplified by Macro, Micro and Nano Influencer Power Packs, customized as per target categories and audience demographics, hand-picked from Chtrbox’s massive 350,000+ influencer base, giving unparalleled strength to deliver influential people powered marketing & content for brands” adds Rohit Raj, Co-Founder at the Glitch and Chtrbox.

B4U Hits a Hat-trick!!! Surmounting Hindi Movies, Hindi Music & Bhojpuri Movies genre

B4U Network, popularly known for its Bollywood Music and Movie channels, recently launched B4U Kadak as its premium offering in the Hindi Movie Genre & B4U Bhojpuri in the Bhojpuri Movie Genre. Now in a spectacular feat, both the newly launched channels, B4U Kadak and B4U Bhojpuri, along with B4U Music, have been rated No. 1 in their respective genres as per the BARC report of Week 32. Considering that B4U Kadak and B4U Bhojpuri were launched in May this year, the achievement becomes even more significant.

B4U Kadak is a Hindi Movie Channel targeted at Urban and Rural audiences in the HSM market with a bank of popular Bollywood & South Indian dubbed movies with a promise to offer 101 World Television Premieres. Most of these premieres are “Original blockbusters” and “Award Winning Films”. B4U Kadak is leading with a huge margin with 553 million impressions followed by the closest competitors Sony Max at 393 and Star Gold at 358 million impressions respectively. The unique strategy of offering south Indian films (Tamil, Telugu, Kannada, Malayalam) dubbed in Hindi has resulted in an audience experience which is both engaging and rich.

B4U Bhojpuri is a Bhojpuri Movie Channel, and it is a unique offering for the audience with a premium packaging unseen in the Bhojpuri genre. As a content mix, B4U Bhojpuri is offering audiences a mix of devotional songs, festive programming during cultural events like Chhatt, Navratri, Diwali and Holi. There’s also the promise of offering 2 WTP’s (World Television Premieres) for Bhojpuri audiences every week which is an unmatched offering by any other channel in the HSM market.


B4U Music, the flagship channel of B4U Network which has entertained audiences with Bollywood Music Content for the last 20 years, still rules the hearts of the Hindi speaking masses. B4U Music through its melodious content from 90’s, 2000’s and contemporary mix of songs appeals to the young generation of both urban and rural audiences which has become loyal to the channel because of its right pick and programming. B4U Music has led the category in the past 4-week average as the No.1 music channel in the genre. This week too B4U Music has won the audiences hearts with its offering.



Water in India is a scarce resource and yet its wastage sees no end. Hindustan, India’s second largest daily, decided to raise its voice on this important issue through a 10 day editorial campaign titled ‘Paani Mera Haq’ highlighting the core issue of water wastage and the impact it had on the residents. This was accompanied with a first-of-its-kind innovation across B2B agencies, promoting them to save water.

Hindustan used its massive on-ground presence across cities in U.P. and Bihar, to orchestrate multiple activities including RWA audits with subject matter experts highlighting damaged pipelines leading to water wastage and prompting quick repair work. This was combined with empowering residents to become Citizen Journalists, giving them an opportunity to raise their voice against water leakage which was in turn amplified by Hindustan. Additionally, Samwaad sessions were also conducted across key locations of UP and Bihar with people of influence to engage them on the importance of saving water.

Along with these activities, Hindustan engaged with its B2B clients through innovative DM distribution of alcohol humidified wet wipes, enabling each person to save up to 100 liters of water. Here is a short video on the innovative ‘Water Saving Box’:



Talking about the initiative, Rajan Bhalla, Group CMO, HT Media Ltd. said, "Hindustan believes in not only driving conversations about the issues that matter but also work towards an effective solution. The ‘Paani Mera Haq’ campaign was another innovative effort in the direction of leveraging our reach and network to spread awareness and find solutions for a critical issue affecting each one of us. The success of this campaign across platforms was yet another validation of Hindustan delivering on its core brand promise – Tarakki ka Naya Nazariya."



We live in an era where content is king, and consumers identify with messaging that is truly inspirational in a real way. Radio is a platform that gives voice to some of the most creative and understated facts of life, connecting the dots for common man daily but often we end up giving less credit to people who drive this industry, almost single-handedly.

RJ Kartik from MY FM is one such incredible storyteller who, in a short span of time has connected with millions of people. He has crossed 3 million mark in less than 2 months out of which 2.5 million followers joined him in May itself.

But what lead to his astronomical success? We found out!

In 2015 and 2018, Kartik won IRF Award for Best Radio Program (Hindi – Non-Metro Station) - Salaam Jaipur, but he is humbly forging ahead in the quest for telling wonderful stories and continue to inspire and motivate people with his one of a kind show.

In explaining his unique take on the storytelling, he said, “Storytelling will always remain special for Indians because we all have grown up by listening to our “Dadi” and “Nani’s” stories who served us with moral values and motivated us to do something good in life. If I talk about my short stories then I always start my breakfast show with a motivational story, in 2017 our top management decided that we should post such motivational stories on all social media platforms. And since then I always post a Motivational story on every Monday morning @ 9:30 on all my social media handles.

I want to thank my every follower; I am feeling special because of my fans whom I call my family. So now my family is growing stronger and I am happy to be a part of it. I promise all my fans that I will keep posting such motivational stories, which will bring a positive change in our lives. “Kartik added.

His simplicity makes listeners relate to him. He believes in knowing the problems people are facing and try to bring out a story on that issue inducing a positive change in them.

He continued to explain that “nowadays nobody has time to listen to long stories and wait for them to end. So, a short story will keep them involved and won’t even take much time.

With focus on achieving short term goals, RJ Kartik has proved his metal and will continue to appeal to the masses by bringing them closer reality and making them believe in the goodness of life despite of many challenges.

Team MediAvataar India wishes him all the best!

Globally, Millennials are often recognized as the key generation driving the US$4.2 trillion global wellness market . Their thirst for holistic wellbeing is unparalleled when compared to previous generations. In the US alone, the millennial cohort has grown to value health as the second most valued aspect of their lives .

Armed with their love for health-centric pursuits and interests like yoga, kombucha, and meditation to name but a few, wellness as a whole has bloomed into a way of life instead of something they do on the side. Because this generation harnesses wellbeing methods and products on a daily basis, they’ve collectively expanded the definition of ‘healthy’ to encompass a daily commitment to eating right, exercising regularly, and using products and services that support their wellness journeys and objectives.

Nearly everything consumers do is governed by lifestyle approaches that demand a more rounded view of wellbeing. This has forced all sectors to reinvent their approach to meeting the wellbeing needs of consumers. Whether it’s the clothing industry creating athleisure apparel enhanced with nutrient-rich materials like sea kelp and bamboo , or the aerospace industry innovating advanced sleeping and exercising wellbeing pods for the future of flight , no industry has been left untouched by the sheer scale of wellbeing’s potential.

Because of this, the need to remain authentic amidst the cross-synergetic democratization of the wellness segment has forced brands to rethink their approach to product innovation.

For the personal care industry, the ‘go green’, ‘natural’ and ‘organic’ space has become clouded with brands vying for market share. We only have to look at the value of this sector to understand its attraction. Representing US$1,083 billion of the wellness economy pie, personal care and beauty is one of the world’s largest and fastest growing industries.

With a plethora of wellness products flooding the industry, it can oft be difficult for consumers to navigate the greenwashing and hype that various products seek to deliver.

The upshot for brands is they have an opportunity to be authentic in their approach to succeeding in this industry. Millennials are also some of the most shopping-savvy consumers out there. In short, this population segment doesn’t suffer fools. Younger populations are increasingly searching for quality as much as value. And they’re not afraid to shop around for the best brand to deliver the ideal combination of each. In the purchase journey, a strong brand isn’t enough to lock in a sale . Instead, the factors that make them loyal to a brand are ones that supplement their busy lifestyles with real and authentic value propositions.

For the personal care sector, realising how consumers purchase cleaner, greener products goes deeper. Like I alluded to prior, the wellness landscape is vast and filters across all industries. This means that consumers’ lives don’t just hinge on one or two personal care products in their daily routines. From the moment they wake up until the moment they go to sleep, wellness decision making is with them every step of the way. This is something we at Dabur International have caught on to, often times ahead of our rivals.

Our brand philosophy is deeply rooted in the time-honoured traditions of Ayurveda. That’s why the density of products spanning our product ecosystem today is testament to an innovation journey that builds on Ayurvedic practices. By delivering benefits that complement and enhance our customers’ personal wellness journeys, we’ve learned that consumer care products should deliver value propositions that filter into regional, cultural, and societal nuances of modern-day society.

For instance, Ayurveda-based formulations that omit fluorides and harmful chemicals in the oral care segment are striking a positive note with consumers in the Middle East. The same can be said for our dedication to ensuring kids’ products don’t contain known nasties like parabens and mineral oil. By adding personalised value via innovating with meaningful intent, we’ve redefined the paradigm for how brands connect with consumers in the trending 360-degree outlook to lifestyle wellbeing.

This is invaluable in the Middle East. Consumers in this region exhibit attitudes and preferences that are different to other generations. In the Arab world, Millennials in general demonstrate more brand loyalty than their peers in the US, the UK, Japan or Australia . With the MENA region being one of the world’s most saturated regions when it comes to smartphone penetration, they also discover, buy, support or brush-off brands based on the experiences and the level of personalization they receive. With regards to wellness, they perceive quality through the genuineness of brand interactions. What this means is that we have to continue delivering quality products that add true value to their lives and complement the wellness synergies they are seeking across all lifestyle facets.

For us, wellness isn’t a fad; it is a way of life that stems from deep within our brand’s DNA. For industry players to successfully engage and influence brand adoption for modern-day consumers in the vast wellness economy, I believe it is time they begin innovating with an emphasis towards being authentic and delivering quality innovations that truly complement consumers’ overarching wellness journeys.


Written by Krishan Kumar Chutani, CEO Dabur International

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