Brands
Sassy, Snarky, and Social: How playful content is redefining brand personas online!
Mumbai: “I wouldn’t tell anyone I won the lottery, but there will be signs,” or “You wouldn’t last an hour in the asylum where they raised me,” or “One love for the mother’s pride” – if these lines ring a bell, you’re nailing the social media update game. If not, keep scrolling!
In today’s digital world, where attention spans are short and competition for engagement is tough, brands are always on the lookout for fresh ways to connect with their audience. One tactic that’s proven super effective is using playful content to redefine brand personalities online. Whether it’s memes, visually cool stuff, interactive challenges, or funny reels, people are all about playful content these days.
Playful content makes brands more relatable and friendly to consumers. In a world full of serious messages, playful content stands out by adding humour, wit, and creativity to brand talk. Plus, it lets brands show off their personality and values in a more real way, helping them connect with consumers on an emotional level. This builds trust and loyalty because people like brands they see as honest and real.
One big perk of playful content is its power to get people talking and sharing. In a time where social media algorithms love stuff that gets likes, shares, and comments, playful content shines. It taps into our love for fun and games, making us want to join in and share with our friends. This can really boost a brand’s reach and visibility, which is great for business.
From a smart thinking perspective, playful content helps brands stand out in a crowded market. By adding humour and creativity to their messages, brands can make a unique identity that sets them apart from others. This is super important for catching people’s attention and staying on their minds in a busy online world.
And that’s not all! Playful content can start conversations and bring people together. Whether it’s a funny meme or a cool challenge, brands can make chances for people to connect over shared interests. This makes people more loyal to the brand and gives brands valuable info about what people like.
In the end, playful content is reshaping how brands look online by making them seem more human, genuine, and friendly. By using playfulness as a big part of their marketing plan, brands can find new chances to connect, be creative, and grow in the digital age.
The author of this article is Social Media & Content head Vani Nair.
Brands
Ekart expands IKEA partnership with EV deliveries in Chennai
3PL to handle 600 plus products with 48 hour delivery via EV fleet.
MUMBAI: Flatpacks are going electric and your sofa might now arrive with a smaller carbon footprint. Ekart has expanded its partnership with IKEA to power last-mile deliveries in Chennai, doubling down on speed, scale and sustainability in one of India’s key urban markets. Under the collaboration, Ekart will manage end-to-end large-format deliveries for IKEA across the city using a 100 per cent dedicated electric vehicle fleet. The move makes Chennai the second major market after NCR-Delhi where Ekart handles IKEA’s last-mile logistics, signalling a broader rollout of EV-led supply chains.
The mandate is no small load. Ekart will oversee deliveries for over 600 products from IKEA’s catalogue, ranging from furniture to home décor—categories that demand specialised handling and precision logistics.
Backed by its technology-driven fulfilment network, Ekart is targeting deliveries within a 48-hour window, offering real-time tracking and end-to-end visibility from warehouse to doorstep. The focus is clear: faster turnarounds without compromising on control or customer experience.
The EV-first model also aligns with both companies’ sustainability goals, as urban logistics increasingly shifts towards zero-emission solutions. For IKEA, which continues to expand its omnichannel presence in India, reliable and eco-conscious last-mile delivery is becoming central to scale.
For Ekart, the partnership reinforces its positioning as an enterprise-grade logistics player in large-format commerce. The company already supports over 1,800 retail, D2C and enterprise brands, spanning last-mile delivery, part-truckload services and warehousing.
As India’s logistics ecosystem evolves, this collaboration highlights a growing trend: delivery is no longer just about distance, it’s about efficiency, experience and increasingly, emissions.
