iWorld
Helo partners with Bollywood Music Project to create virtual content
MUMBAI: Helo, a social networking app recently partnered with Bollywood Music Project (BMP) to create virtual content for their app. BMP featured, on its Helo app handle BollywoodMusicProjectLive virtual chat sessions and short impromptu performances of 11 leading Bollywood vocalists of our country and viewers of Helo had the opportunity to view and engage with unique content. The week-long series was a resounding success, with over 5.5 lakh unique viewers combined.
Known for coming up with unique, effective and impactful IPs for brands, Event Capitalalong with Truly Musical conceptualized and executed the initiative, taking on-board well known artists, creating separate individual slots and increasing user engagement, all whilst driving massive viewership and engagement on the platform. The initiative had over 10,000 concurrent live users and had an average engagement rate of 5 per cent. With many digital players going online to create content, their aim was to stand out from the clutter and create highly targeted entertainment.
Mega music stars like Amit Trivedi, Vishal Bhardwaj, Rekha Bhardwaj, Hariharan, Aditya Narayan, Sukhwinder Singh, Shefali Alvares, Mohammed Irfan, Divya Kumar and Anusha Mani & Sangeet Haldipur performed and interacted at the virtual event. Each artist was given a 30-minute time slot to entertain the audiences not only through live signing but also live Q&A. The artists also took this opportunity to guide the audience with safety measures and precautions during the on-going global pandemic.
Cultivating ecosystems and communities out of IP’s, Event Capital’s efforts are focused on creating sustainable journeys for brands. Starting of primarily in events, the company has grown into a 360-degree content and branded entertainment solutions provider.
Branded Entertainment, Event Capital business head and COO Shyam Chhabria said, “Event Capital has grown into one of the most trusted brand partners today in the experiential marketing industry. We realized in order for Helo to connect with and be relevant to their consumers, it was imperative to engage viewers taking into account the current scenario. With the springing up of numerous live and virtual sessions, we felt it was necessary to streamline and create relevant content for our partners and were overwhelmed with the response we got on the partnership; the spike in the reach stands testimony to the success of the event.”
TM Truly Musical partner Alaap Gosher said commented: "People are constantly glued to different platforms and are experimenting with things they have never done before. To create an engaging and memorable experience at times like this, it's important to understand and use different mediums, which help create a similar experience & emotions as a live gig. The virtual experience allowed us to infuse newer elements like, actual fan interaction with the musicians. The activity turned out to be a success not just for the brand but also for us as a new way to create sustainable & meaningful brand relationships with consumers.”
Broadband
ACT Fibernet elevates Aditya Singh to chief customer experience officer
Former senior vp to drive service, retention and delivery revamp
BENGALURU: ACT Fibernet has elevated Aditya Singh to chief customer experience officer, effective 1 January, 2026, as the broadband provider seeks to tighten its grip on service quality in an increasingly competitive market.
Singh, who previously served as senior vice-president – customer experience and loyalty at group level, will now join the executive committee and lead the company’s end-to-end customer transformation agenda.
The move gives him oversight of customer service, customer retention and service delivery, alongside a broader mandate to strengthen network resilience and field operations. The company said the reshuffle underlines its intent to deliver a “consistent, seamless and superior” experience to its 2.3m subscribers across more than 30 cities.
Headquartered in Bengaluru, ACT Fibernet, the consumer-facing brand of Atria Convergence Technologies Limited, is one of India’s largest wired internet service providers. It has built its pitch on high-speed connectivity and responsive customer support, at a time when fibre roll-outs and price wars are redrawing the broadband map.
In a statement, Singh said he was “deeply honoured” to take on the expanded brief and join the executive committee as the company sharpens its focus on simplifying customer touchpoints and turning subscribers into brand advocates.
The elevation signals a clear priority: in a crowded fibre market, customer experience is fast becoming the decisive battleground.
