MAM
Social Beat leverages user-generated content to reach the new internet users
MUMBAI: The best way for a brand to tap newer audiences and widen their clientele is by sharing content for the users, by the users. This notion paved the way for user-generated content (UGC) – the next big thing in the online marketing space. With big platforms like TikTok, Twitter and Instagram leading the way when it comes to user-generated content, brands are now leveraging this to promote better recall and engage with the next billion Internet users. Keeping this in mind, Social Beat, one of India’s fastest-growing digital marketing solutions company, is working with leading brands to tap the power of UGC.
Swiggy, India’s largest food ordering and delivery platform, is working with Social Beat to launch their first-ever talent show – SwiggyStarhunt. The objective of the talent show is for the delivery partners to showcase their talent by uploading videos on popular video-sharing app TikTok. These videos come under the categories of acting, dancing, singing and musical instruments. The campaign which is ongoing has already got multiple entries and views on TikTok. Social Beat is also working on a robust social media strategy in 11 languages to reach a pan-Indian audience.
Another successful campaign in terms of user-generated content is that of “Seasons of Chocolates” launched by Social Beat and Callebaut Chocolate Academy. As part of the campaign, top chefs from across India were asked to share innovative chocolate dishes that celebrate Indian festivals such as RakshaBandhan, Eid, Diwali, etc. The posts were shared with the hashtag #MadeWithCallebaut and contributed to the brand awareness of Callebaut Chocolate Academy.
“User-generated content is definitely the way to increase engagement and consumer trust. With the availability of low-cost smartphones and data plans, more and more Indians are getting online and the best way to engage with them is by getting them involved in your marketing strategy”, says VikasChawla, co-founder of Social Beat.
Brands
Dabur buys minority stake in Ras Beauty for Rs 60 crore
Dabur Ventures deal backs fast-growing luxury skincare brand
MUMBAI: Dabur India Limited has dipped into the world of luxury skincare, signing a definitive agreement to acquire a minority stake in Ras Beauty Private Limited for Rs 60 crore. The investment marks the first bet from Dabur Ventures, the FMCG major’s Rs 500 crore platform set up in October 2025 to back high-potential, new-age direct-to-consumer brands.
Founded in Raipur by Shubhika Jain, her sister Suramya Jain and their mother Sangeeta Jain, Ras Beauty has grown from a family-led passion project into a fast-scaling “Farm-to-Face” skincare label. Its range of face elixirs, serums and moisturisers blends essential oils with nature-derived actives, striking a balance between botanical purity and laboratory precision.
The numbers tell their own story. Ras has clocked a three-year Cagr of around 75 per cent and an annual run rate of approximately Rs 100 crore, all while maintaining strong gross margins. That growth has been fuelled by a digital-first approach, in-house R&D and manufacturing, and a sharp focus on clean, sustainable sourcing.
Dabur India executive director and group head corporate strategy Abhinav Dhall, said the company was drawn to Ras’s distinct positioning at the intersection of nature, science and luxury. He added that the premium beauty segment is poised for robust expansion over the coming decade, and that Ras is well placed to capture that opportunity.
For Ras, the partnership is as much about scale as it is about shared philosophy. Co-founder and CEO Shubhika Jain said Dabur’s 141-year legacy of building trusted, purpose-led brands makes it a natural ally. The capital infusion, she noted, will help accelerate the brand’s omnichannel footprint, deepen research capabilities and invest in team and brand building, with an eye on establishing Ras as a leading Indian luxury skincare name both domestically and overseas.
With this move, Dabur is not just investing in a skincare label. It is placing an early wager on India’s growing appetite for premium, conscious beauty, and signalling that heritage FMCG players are ready to play in the new-age D2C arena.
