MAM
ShareChat takes brands regional with language-first campaigns
MUMBAI: ShareChat, India’s own social media platform, put forward a strong showcase of its regional capabilities, especially in tier II, III and IV cities. Since the inception of its advertising-led monetisation in September 2019, ShareChat is driving new internet audiences from over 800 cities in India. The company has been experimenting with various advertising levers and witnessed 25+ successful campaigns across its regional languages.
ShareChat has enabled the platform for thousands of micro-influencers to work closely with brands and create unique brand experiences through UGC (user-generated content). The micro-influencer-led strategy drives word of mouth like messaging for brands, making brands more connected to its audiences.
ShareChat CBO Sunil Kamath said, “We have been witnessing a healthy growth since we opened our platform for brand integrations. Today, ShareChat is silently leading a social media revolution with brands focusing on regional outreach. Our regional strength in tier II, III, IV cities offer a unique proposition to brands with highly targeted language-driven campaigns”
“ShareChat has already developed immense brand confidence and many large consumer brands are partnering with us to gain a strategic advantage in the regional language speaking markets” added Kamath
Over the past six months, ShareChat has successfully executed more than 25 campaigns and worked with 15+ brands including the likes of Facebook, Coca Cola, Oyo, MTR, Airtel, Pepsi, Future Group and Snapdeal.
“Adoption of internet among native-language led regional audiences has helped ShareChat achieve a steep growth year over year. The app has evolved as a leader in non-English social media space, ranking in the Top 10 of Indian-headquartered publishers by downloads in 2019”, said App Annie VP of sales and support Junde Yu.
“In the last six months (or between Aug 2019 to Jan 2020), ShareChat has around 14 million DAU on average on both iPhone and Android Phone combined,” he added.
ShareChat has already built a 50-member sales team to drive the brand solutions, and are closely working with brands and media agencies. ShareChat currently has over 60 million monthly active users and is available in 15 languages including Hindi, Punjabi, Marathi, Kannada, Tamil, Telugu, Malayalam, Gujarati, Bengali, Odia, Haryanvi, Rajasthani, Urdu, etc.
MAM
How beverage brands are rethinking marketing strategies for weather-led demand
SLMG Beverages Private Limited joint managing director Paritosh Ladhani.
MUMBAI: As Sun climbs up the hemisphere, summer has clearly arrived in India. On 7th March 2026 Delhi registered a maximum temperature of 35.7 degrees Celsius which is the highest reading logged for the first week of March in the last 50 years. Climate Change has been prolonging summers by causing earlier spring warming, delayed autumn cooling, and more frequent, intense heatwaves that persist for much longer periods.
In an endeavor to stay ahead of the curve, Beverage Brands are shifting from fixed seasonal marketing tactics to weather responsive strategies backed by data-driven insights, flexible campaigns, and diversified portfolios to capitalize on unruly temperature spike. In 2025, India’s beverage market experienced a massive, heat-triggered surge with carbonated drinks and ice cream volumes spiking 20–25 per cent in the March quarter itself on the back of hottest February in 125 years.
Clearly campaign timelines are being advanced to reap the seasonal shift in line with the jumping mercury. In the Indian context where Cricket is nothing short of religion, big ticket tournaments like T20 World Cup, Indian Premier League, ICC Champions Trophy provide plethora of opportunities to calibrate marketing campaign designs and associated business strategies to associate refreshment with community viewing both outdoor and indoors. A new trend that has taken the world by storm is that of booking the theatres for bonhomie viewing. It has also opened avenues for joint marketing initiatives by the Multiplex and Beverage Brands.
Price disrupting small potions and value packs tend to drive significantly higher volumes owing to volumetric flexibility and affordability to the consumers. Ramping up of cold supply chains for transit and at point of sales (POS) are strategic business imperatives that again define success of beverage brands.
In the era of AI and Big Data it is easy to track and calibrate messaging based on daily or weekly weather changes. Geo-targeted digital advertisement campaigns are also being run during heatwaves to make the business and marketing imperative very contextual. These pre-emptive strategies fueled by real time data and technology immensely help beverage brands to adjust supplies to the areas that are likely to generate more demand.
Novelty brings premium to the FMCG Sector and Beverage Brands are no exception. Newer SKUs build up excitement in consumers besides imparting the scope of frequent revitalization of brand marketing campaigns. Ensuring continuum of supply chain across material suppliers, logistics providers, distributors/wholesalers, and retailers become a strategic business strategy imperative for beverage brands during peak season.
Carbonated drinks among other beverages including packaged mineral water sell like hotcakes in summers, a period where holiday season gives big impetus to sales volumes. Tying up with air carriers railways, amusement parks, malls, convention centers for inclusion in the onboard beverage deck also holds a big window of opportunity for brands.
Limited period diversification into special summer categories entailing juices and functional beverages to capture the broader hydration market is also a business cum marketing imperative that beverage brands eye on. This also brings to fore the responsible side of the brand placing the compass on wellness of consumers.
Seasons are cyclic, hence summers are inevitable. Further, due to anthropogenic climate change, summers surely have been staging prolonged appearance that keep bringing beverage brands on to their drawing boards frequently for strategizing business and marketing campaigns that are agile, refreshment-focused, visually dominant in retail, affordable, and optimally promoted through seasonal campaigns in above and below the line media.
