MAM
GUEST ARTICLE: What is social entertainment and how can brands benefit from it?
Mumbai: Social entertainment is not just merely content creation and people interacting with each other; it includes different high-tech activities such as video streaming, video chat communication, multi-player gaming, music and video streaming with the help of different social networking services. Social media, as well, comes under the umbrella of social entertainment, covering almost 80 per cent of the market with applications such as Instagram, LinkedIn, Facebook, Twitter, etc. Users from across the world also confirmed that social entertainment is now even taking the place of television and cinema. In order to win the audience’s heart, brands must go to the roots and try being more creative with designing and content creation and communicating their message at the same time through collaboration with creators who have a good amount of fanbase. One of the biggest benefits to brands deals with the prolongation of content through digital collection of videos or posts.
Social media and social entertainment are similar and yet distinct. The social media landscape has changed over the last several years, and these days, social media platforms are intended to be more than just a count of your friends. Viewing other people’s films and photos has become a kind of enjoyment in modern times. The material is being engaged with by more individuals than ever in the social media era. In the history of social media, what you watch and the desire to see is more important than what you follow.
As we are aware, the pandemic in 2021 will greatly impact social media, particularly entertainment. The social platform and means of entertainment benefited from the pandemic.
Now, let’s talk about how brands can benefit
1. Increase brand awareness
In this era, everyone has a smartphone and is using social media platforms like Facebook, Instagram, Youtube, or Twitter, which is a natural place to reach new and highly targeted audiences.
Every single person updates there to see and show their side of living and making money out of it.
2. Humanise your brand
One of the keys to social media for businesses is that it benefits their brands. Introduce your products to the public by highlighting the benefits of your products to your followers.
Show how you embrace your brand values, how it works in people’s life and how you are interested in customers.
3. Establish your brand as a thought leader
No matter which industry your business is in, social media offers plenty of opportunities to establish thought leaders.
4. Stay top of mind
Keep your social media posts creative, entertaining, and informative. 80 per cent of people log in to their account once a day. Social media is a platform where you can connect with fans and followers every time.
If we are talking about the growth
1. Increase website traffic
The keys to increasing the traffic on social media are posts and ads. Sharing fantastic content from your album or website on your preferred social platform.
Participating in social reviews/chats can also be a great way to increase your brand’s visibility in the market.
2. Boost sales
Social networks will become more vital for product search and e-commerce as the number of individuals utilising social media keeps expanding and social sales technologies develop. The moment has come to match your social marketing initiatives with your sales objectives.
3. Partner with influencers
People who have a large following of people who can draw the attention of their immense social media following to your brand.
4. Promote content
Make sure you have a content marketing strategy in place to maximise the advantages of social media for the company.
Conclusion
Social media is undoubtedly simpler to use and has a wider audience than conventional media, which is advantageous for both companies and gaming gear. Everyone is quite active when it comes to social interaction, whether they are one year old or 70 years old. It allows you the chance to advertise your goods while also communicating on many channels. Whether a blessing or a curse, social interaction among people has never been impacted by other environmental elements since it has such a strong grasp on society and people’s daily lives.
The author of the article is Treasure Records managing director Deepak Gupta.
Brands
Jubilant Foodworks to end Dunkin’ franchise in India
Pizza chain operator will not renew agreement when it expires at end of 2026.
MUMBAI: When the doughnuts stop turning and the coffee goes cold, even a global giant like Dunkin’ can find the Indian market a tough brew to crack. Jubilant Foodworks has decided not to renew its franchise agreement with Dunkin’ when the pact expires on 31 December 2026, according to a Reuters report. The operator, best known for running Domino’s outlets in India, said it would evaluate options for its existing Dunkin’ stores, including a potential sale or transfer of franchise rights, in consultation with the US-based brand.
The decision follows years of underperformance in a market where local tastes and intense competition have made it difficult for international coffee-and-doughnut formats to gain traction. Jubilant, which has increasingly focused on its core pizza business and newer bets like Popeyes, indicated that the exit would not materially affect its financial or operational position.
Dunkin’ accounted for just 0.61 per cent of Jubilant’s revenue in the fiscal year ending 2025 and recorded a loss of approximately Rs 191 million, according to a regulatory filing. The company operated 27 outlets as of December 2025, having shuttered seven stores over the preceding year.
The retreat comes even as Jubilant’s broader business shows signs of momentum. The company reported a 65 per cent rise in quarterly profit for the October to December period, reaching Rs 70.9 crore, up from Rs 42.91 crore a year earlier.
For Jubilant, the exit reflects a sharpening strategic focus. For Dunkin’, it marks another setback in a market that has proven resistant to imported café concepts without significant localisation.
In the cut-throat world of Indian quick-service restaurants, sometimes the sweetest deals are the ones you quietly walk away from leaving more room for the brands that truly rise to the occasion.
