iWorld
KlugKlug report Cadbury dominates Valentine’s influencer game
Cadbury deploys 472 creators for 15.6M views, Hershey’s and Galaxy trail far behind.
MUMBAI: Cadbury didn’t just melt hearts this Valentine’s, it melted the competition’s chances with sheer creator firepower. Creator intelligence platform Klugklug has released its deep-dive report “Why Valentine’s Day Still Belongs to Silk?”, analysing three months of influencer activity across the chocolate category. The study reveals how sustained, high-density creator deployment builds lasting cultural dominance far more effectively than seasonal marketing bursts.
Cadbury led decisively, activating 472 creators (mostly nano and micro) to generate 15.6 million views at a 3.13 per cent engagement rate per view. Hershey’s followed with 242 creators, 4.7 million views and 1.95 per cent ER, while Galaxy worked with just 37 creators for 1.4 million views and 1.16 per cent ER.
The report emphasises that category leadership stems not only from volume but from consistent regional penetration, vernacular relevance, emotional association with romance, and repeated cultural touchpoints. Cadbury’s strategic focus on nano/micro creators created unmatched density and depth.
Klugklug warns challenger brands that outspending without out-positioning risks burning budgets for short-term attention rather than long-term memory. Key strategic takeaways include:
Sustained presence creates structural advantage
Market leaders defend share through creator density
Regional depth is a strategic lever, not a tactical add-on
As influencer marketing matures into a performance discipline, the report underscores the need for data-backed, long-horizon strategies over festive-only spikes.
In the sweet science of influence, Cadbury isn’t just winning Valentine’s, it’s rewriting the playbook: flood the feed, own the emotion, and watch the category stay yours for years.
iWorld
Veto onboards B4U Network channels to boost its entertainment offering
Partnership adds films, music and regional fare as platform sharpens its large-screen pitch
NEW DELHI: Veto is stacking its content deck. The family-first CTV-focused OTT platform has onboarded B4U Network, plugging in a slate of Bollywood, music and regional programming to widen its appeal in India’s living rooms.
The tie-up brings B4U Movies, B4U Music, B4U Kadak and Bhojpuri+ onto Veto, offering a broader mix of films, songs and vernacular content aimed at diverse audience cohorts. The move is designed to deepen engagement and nudge growth as competition in connected TV heats up.
Ritu Dhawan, managing director, Veto, framed the partnership as a scale play. “At Veto, our vision is to redefine large-screen entertainment for Indian households by creating a trusted, free, and unified viewing experience. Partnering with B4U Network strengthens our ability to offer deeply engaging and regionally relevant content, helping us connect more with audiences across India,” Dhawan said. “As we grow, our focus remains on delivering relevant, high-quality entertainment that families can enjoy together.”
The integration is expected to expand Veto’s audience base while improving content discovery and depth. The platform positions itself as a no-login, large-screen-first service, bundling live TV, news, sports, movies, music, podcasts and on-demand programming into a single interface tailored for connected TVs.
As streaming fragments and screens multiply, Veto is betting on aggregation and simplicity. More content, fewer clicks, broader reach—the pitch is clear, and the living room is the battleground.
