iWorld
Blink Digital, Meta, and OML host workshop on using reels for performance marketing
Mumbai: Blink Digital is excited to announce a strategic partnership with Meta and Only Much Louder to deliver an intensive one-day workshop on 28 May, focused on the power of Reels in performance marketing. This initiative aims to educate brands and marketers on creating compelling, thumb-stopping content that drives both engagement and action. With the growing importance of short-form video content, the workshop will highlight the benefits of investing in Reels as high-performing assets.
Blink Digital, an award-winning independent digital agency, aims to bring their learning of global clients to India. With a staggering 100M spent on reel by Blink last year, the session will be power-packed with insights and learnings with Meta as a leading discovery platform and Only Much Louder enhancing the focus on creator content, this workshop represents a unique opportunity for brands and creators alike to stay ahead in the dynamic field of performance marketing.
Meta, India head of agency Gaurav Singh will deliver the keynote address, setting the stage for a series of sessions and workshops. Topics include ‘Reels in Modern Marketing’ by Anoop Menon, Agency Partner at Meta, India, and ‘Creating High-Performance Reels’ by Dia Kirpalani, Head of Creative Strategy at Blink Digital.
“This initiative is designed to educate brands at the forefront of the digital ecosystem,” said Blink Digital co-founder and COO Rikki Agarwal. He added, “Utilising short-form video content on Reels is crucial for brands to thrive online. We grasp the nuances of the global market and aim to bring those insights to India. At Blink Digital, we are convinced that creativity is paramount, and when executed well, it drives the performance brands require.”
Only Much Louder CEO Gunjan Arya added, “We are excited to bring our network of creators and brand partners to this workshop, with whom OML has had the privilege to keep in step with as the platform has grown. Borrowing from our insights having worked with over 10,000+ creators in 20+ countries, we are offering participants real-world insights and practical tips on creating impactful Reels. We assure you that everyone attending will gain valuable knowledge and skills, making this workshop beneficial for both brands and creators alike.”
Join us for an exclusive session where we share our insider secrets. Learn how to optimise your media spending, ensure each investment delivers exceptional ROI, and drive remarkable growth. RSVP now to secure your spot and take the first step toward unlocking your brand’s full potential.
You can register and see the agenda here – https://blinkdigital.in/metaday/
When – Tuesday, 28th May
Time – 10:30 am onwards
Where – Meta Office, One BKC, Mumbai
iWorld
X launches XChat messaging app on iOS with calls and encryption
Standalone app marks shift from “everything app” vision, adds E2E messaging.
MUMBAI: From one big app to many small chats, X seems to be splitting its ambitions. X has rolled out its standalone messaging app, XChat, to iOS users, opening up a new front in its evolving product strategy. The app allows users to connect with existing X contacts through private and group messages, file sharing, as well as audio and video calls. The launch follows a limited beta phase, where the platform tested the product with a smaller user base to refine the experience. Now available publicly, XChat marks a notable pivot from earlier ambitions championed by Elon Musk to turn X into a single “everything app” combining messaging, payments, commerce and more.
Instead, the company under xAI ownership and backed by SpaceX appears to be building a suite of standalone applications, each targeting specific use cases while expanding its broader ecosystem.
At launch, XChat includes end-to-end encrypted messaging, PIN-based access, disappearing messages, and features such as message editing, deletion for all participants, and screenshot blocking. The company has also said the app is free from advertisements and tracking mechanisms, positioning it as a privacy-first alternative in a crowded messaging space.
However, security claims around the platform are likely to face scrutiny. Earlier iterations of XChat drew criticism from experts who argued it fell short of established encrypted platforms like Signal. With the wider rollout, the app is expected to undergo fresh evaluation to assess whether those concerns have been addressed.
Beyond messaging, XChat will also house X’s Communities feature, which is being discontinued on the main platform due to low usage and spam concerns. Migrating these users could provide an early boost to adoption, effectively turning XChat into both a communication and community hub.
The move underscores a broader recalibration at X less about cramming everything into one app, and more about spreading bets across multiple touchpoints, one message at a time.
