MAM
GUEST COLUMN: How effective social media campaigns can grow a business two-fold?
Mumbai: Social media has been enjoying its all-time high for quite a while now. The outbreak of the pandemic further accelerated its growth due to the rise in penetration and usage of the internet. Every organisation, no matter how small or big, took the digital route for its survival as it appeared to be the only viable solution.
Undoubtedly, over the years, social media has gained prominence to become one of the most influential and critical virtual spaces, which is not only utilised for networking but also for advertising a brand digitally. These platforms aid businesses to connect with a large number of customers, increase brand awareness, and boost leads as well as sales. With more than 500 million people in India using social media, according to Statista; the users and engagement on major platforms seem to be on the surge.
Let’s explore how effective social media campaigns can grow a business two-fold:
Grows customers with a small budget: Advertising through effective social media campaigns is certainly one of the most affordable means of marketing a brand on the digital front. With a myriad set of tools accessible on these social media forums, the firms can cost-effectively market their products and services. They can walk towards the path of growth by simply being consistent while posting engaging as well as relatable content for the audience. This is easily possible by utilising the SEO (search engine optimisation) technique, where the companies can use the most trending keywords and upgrade their rankings. This further helps in increasing the traffic on the social media profiles of the brands, which eventually leads the customers to their websites. Thus, organisations can establish a strong presence online even if their budgets for advertisements are smaller.
Let the brands know their competitors better: With nearly every other firm turning the social media way, this is a great opportunity to know the competitors better and comprehend the strategies that they are carrying out to draw in their audience. You, as a brand, can analyze the content that they are posting and acquire ideas from the same. Based on the quality research that social media marketing campaigns help in doing, you can easily examine how you can do better than your competitors.
Increases brand awareness: To draw in a large number of customers, it is significant to establish brand awareness first, where the potential purchasers are very much aware of your image in the market. This is done by creating inventive, outwardly engaging, and visually appealing content that can grab the eye of every single possible client, making them mindful of the firm’s existence. Successful social media campaigns help brands to remind their target audience that they exist. Right marketing strategies will imprint a firm’s name on everyone using social media networks.
The bottom line
Clearly, social media marketing campaigns are significant for every other brand to survive as well as thrive during such unprecedented times. They need to expose themselves to a large number of consumers if they wish to reach new heights. Social media marketing campaigns, which are a major part of the digital marketing strategy, seem to have a lot of potential to drive valuable results. Thus, operating a business in this digital-driven era can turn out to be of great benefit only if brands leverage the right tech methodologies to their full potential.
(Amol Roy is the founder of The Shutter Cast. The views expressed in this column are personal, and Indiantelevision.com may not subscribe to them.)
Digital
Content India 2026 opens with a copro pitch, a spice evangelist and a £10,000 prize for Indian storytelling
Dish TV and C21Media’s three-day summit puts seven ambitious projects before an international jury, and two walk away with serious development money
MUMBAI: India’s content industry gathered in Mumbai this March for Content India 2026, a three-day summit organised by Dish TV in partnership with C21Media, and it wasted no time making a statement. The event opened with a Copro Pitch that put seven scripted and unscripted television concepts before an international panel of judges, and by the end of it, two projects had walked away with £10,000 each in marketing prize money from C21Media to support development and international promotion.
The jury, comprising Frank Spotnitz, Fiona Campbell, Rashmi Bajpai, Bal Samra and Rachel Glaister, evaluated a shortlist that ranged from a dark Mumbai comedy-drama about mental health (Dirty Minds, created by Sundar Aaron) to a Delhi coming-of-age mystery (Djinn Patrol, by Neha Sharma and Kilian Irwin), a techno-thriller about a teenage gaming prodigy (Kanpur X Satori, by Suchita Bhatia), an investigative crime drama blending mythology and modern thriller (The Age of Kali, by Shivani Bhatija), a documentary on India’s spice heritage (The Masala Quest, hosted by Sarina Kamini), a documentary on competitive gaming (Respawn: India’s Esports Revolution, by George Mangala Thomas and Sangram Mawari), and a reality-horror competition merging gaming and immersive fear (Scary Goose, by Samar Iqbal).
The session was hosted by Mayank Shekhar.
The two winners were Djinn Patrol, backed by Miura Kite, formerly of Participant Media and known for Chinatown and Keep Sweet: Pray & Obey, with Jaya Entertainment, producers of Real Kashmir Football Club, also attached; and The Masala Quest, created and hosted by Sarina Kamini, an Indian-Australian cook, author and self-described “spice evangelist.”
The summit also unveiled the Content India Trends Report, whose findings made for bracing reading. Daoud Jackson, senior analyst at OMDIA, set the tone: “By 2030, online video in India will nearly double the revenue of traditional TV, becoming the main driver of growth.” He noted that in 2025, India produced a quarter of all YouTube videos globally, overtaking the United States, while Indians collectively spend 117 years daily on YouTube and 72 years on Instagram. Traditional subscription TV is declining as free TV and connected TV gain ground, forcing broadcasters to innovate. “AI-generated content is just 2 per cent of engagement,” Jackson added, “highlighting the dominance of high-quality human content. The key for Indian media companies is scaling while monetising effectively from day one.”
Hannah Walsh, principal analyst at Ampere Analysis, added hard numbers to the picture. India produced over 24,000 titles in January 2026 alone, with 19,000 available internationally. The country now accounts for 12 per cent of Asia-Pacific content spend, up from 8 per cent in 2021, outpacing both Japan and China. Key exporters include JioStar, Zee Entertainment, Sony India, Amazon and Netflix, delivering over 7,500 Indian-produced titles abroad each year. The top importing markets are Saudi Arabia, the UAE, Egypt, the United States and the Philippines. Scripted content dominates globally at 88 per cent, with crime dramas and children’s and family titles performing particularly strongly.
Manoj Dobhal, chief executive and executive director of Dish TV India, framed the summit’s ambition squarely. “Stories don’t need translation. They need a platform, discovery, and reach, local or global,” he said. “India produces more movies than any country, our streaming platforms compete globally, and our tech and creators win international awards. Yet fragmentation slows growth. Producers, platforms, and tech move in different lanes. We need shared spaces, collaboration, and an ecosystem where ideas, technology, and people meet. That is why we built Content India.”
The data, the pitches and the prize money all pointed to the same conclusion: India is not waiting for the world to discover its stories. It is building the infrastructure to sell them.
