MAM
In a bid to help the underprivileged & frontline workers, GOQii launches ‘Health Quiz Karona’
MUMBAI: The nation is facing unprecedented challenges and in times of such adversity, is when we need to unite and fight the battle against the novel Coronavirus. While we sit in the comfort of our homes, it is the frontline workers who step out every day so that they can safeguard and help us come out of this situation successfully and with minimum damage. We now have a chance to contribute and come together as a nation to fight this crisis. GOQii, the smart tech enabled preventive healthcare platform has launched ‘GOQii Health Quiz Karona’, where you can earn points by participating in the quiz and donate them to the underprivileged and frontline heroes who put their lives at risk while serving us.
Though the 21-day lockdown is an extremely important step taken to curtail the spread of the virus, there are many people who are suffering grievously because of the shutdown. Through the ‘GOQii Health Karona Quiz’ you can partake in the act of giving and help the underprivileged and the frontline workers. The health quiz aims at busting myths around coronavirus, learning about health and immunity while lending support to a good cause from the confines of your homes. You can earn points for every right answer, while earning keys by completing daily tasks and inviting friends. Our donor partner – Bajaj Allianz General Insurance will convert the points into donations, while our karma partners – Uday Foundation and Annamrita Foundation will reach out to the underprivileged and frontline heroes to provide and distribute essentials. The more milestones you conquer in the quiz, the more points you can win and subsequently donate.
Commenting on the initiative, Mr. Tapan Singhel, MD & CEO, Bajaj Allianz General Insurance said, “We have always believed in being there for the citizens of our country in their direst hour of need and felt it’s our responsibility to contribute in whatever way we can in the ongoing Covid-19 crisis. We appreciate the initiative by GOQii, as it not only creates awareness about one’s health and well-being, but also encourages people do their bit for the well-being of society at large. As a part of a CSR project, we will be converting the points that people earn in the quiz in donation to Annamitra Foundation, which will then distribute free meals to the daily wage workers. We hope that we are able to make a difference to lives of many.”
Vishal Gondal, Founder and CEO of GOQii said, “This is the time for each one of us to step up and make sure that we as society not succumb to COVID19. It’s these little contributions that will help our government navigate through this time of crisis. GOQii has always believed in the concept of Karma & the act of giving, thus we came up with this interesting concept that will make ‘the act of giving’ a little more enjoyable while being helpful and informative. Through GOQii ‘Health Quiz Karona’ we have made it extremely easy for people to contribute and gain knowledge about COVID19 at the same time. We encourage everyone to be more considerate and help one another in such testing times”
The Health Quiz is also helpful in gaining knowledge about health, well-being as well as correct information on battling COVID19. There are number of quizzes available on GOQii Play, the interactive video coaching platform on the GOQii app, that you can participate throughout the day. It is the right time for all of us to make the best contribution to our health as well as towards others on the frontline.
MAM
ASCI study uncovers how Gen Alpha navigates ads in endless digital feeds
‘What the Sigma?’ ethnographic report maps blurred boundaries between content and commerce for 7–15-year-olds.
MUMBAI: Gen Alpha isn’t scrolling through the internet, they’re living rent-free inside its never-ending dopamine drip, and the ads have already moved in next door. The Advertising Standards Council of India (ASCI) Academy, partnering with Futurebrands Consulting, has published ‘What the Sigma?’, an immersive ethnographic study that maps how Indian children aged 7–15 (Generation Alpha) consume, interpret and live alongside media and commercial messaging in a hyper-digital environment.
The research draws on in-home interviews, sibling and peer conversations, and discussions with parents, teachers, counsellors, psychologists, marketers and kidfluencers across six cities. It examines not only what children watch but how algorithms, content creators, peers and parents shape their relationship with the constant stream of shorts, vlogs, gameplay, memes, sponsored posts and ‘kid-ified’ adult material.
Five core themes emerged:
- Discontinuous Generation, Gen Alpha is not growing up alongside the internet, they are growing up inside it. Cultural references, humour, aesthetics and language sync globally in real time, often leaving adults functionally illiterate in their children’s world. A reference that lands instantly for a 10-year-old in Mumbai or Visakhapatnam feels opaque or disjointed to most parents.
- Authority Vacuum, Parents and teachers frequently lose cultural fluency in digital spaces. The algorithm responsive, inexhaustible and perfectly attuned to preferences becomes the most attentive presence in many children’s daily lives. Rules around screen time feel increasingly difficult to enforce when adults cannot fully see or understand the content landscape.
- Digital as Society, Online and offline no longer exist as separate realms, they form one continuous reality. The phone is not a tool children pick up; it is the primary social environment they inhabit.
- Great Media Mukbang, Content flows as an ambient, boundary-less, multi-sensorial stream. Entertainment, advertising, commerce, gameplay, memes and vlogs merge into one undifferentiated feed. The line between active choice and passive absorption has largely collapsed.
- Blurred Ad Recognition, Children aged 7–12 typically recognise only the most overt advertising formats. Influencer promotions, gaming integrations and vlog sponsorships often register as organic entertainment. Children aged 13–15 show greater ad literacy but remain highly susceptible to narrative-integrated, passion-driven and emotionally resonant brand messaging. Discernment remains low across the board in a non-stop stream.
ASCI CEO and secretary general Manisha Kapoor said, “ASCI Academy’s study is an investigation into the content life of Generation Alpha not to judge them but to understand them. Their cultural reference points seem disjointed from those of earlier generations. Insights on how they perceive advertising is the first step towards building more responsible engagement frameworks, given that they are the youngest media consumers in our country right now.”
Futurebrands Consulting founder and director Santosh Desai added, “While earlier generations have been exposed to digital media, for this generation it is the world they inhabit. This report explores not only what they watch but how they are being shaped by algorithms, content and advertising.”
The study proposes four adaptive, principles-led pathways:
- Universal signposting of commercial intent using design principles that make advertising recognisable even to young audiences.
- Ecosystem-wide responsibility shared among advertisers, platforms, creators, schools and parents.
- Future-ready safeguards built directly into children’s content experiences rather than as optional background settings.
- Formal media and advertising literacy embedded in school curricula to teach age-appropriate understanding of persuasion and commercial intent.
In a feed that never pauses, Gen Alpha isn’t merely watching content, they’re swimming in an ocean where entertainment, commerce and identity swirl together. The real question isn’t whether they can spot an ad; it’s whether the adults building the ocean can agree on where the lifeguards should stand.
