MAM
Socxo releases an e-book on Holiday season marketing – Time for buzz marketing with the Mango Man!
Mumbai/Bangalore: Socxo, the Bangalore based brand advocacy solutions start-up, has today launched an e-book for marketers to gear up this coming holiday and festive season. And this season in most parts of the world is a full quarter – October to December.
The e-book guides marketers in leveraging word of mouth marketing this holiday season for their campaigns to maximize awareness, engagement, and trust at a time when the marketing world is ablaze with product launches and promotions, seasonal festive offers, and deals. This approach is proven to act as a sweetener to the deals that are already being flashed. And the real deal is a trusted deal.
The key steps towards building an interesting holiday campaigns include:
Getting the right technology
Planning campaigns and selecting the right platforms
Select the nano-influencers
Buckets around which campaigns should be built.
Measuring and optimizing.
The e-book highlights the importance of using nano-influencer and brand advocates as the channel for building trusted reach. Not everything can be sold by celebrities and actors and brands end up missing the countless nano-influencers who aren’t actors, rock stars, who have thousands of loyal followers and may not be target of hate mails and messages. It’s time to think beyond celebrity endorsements and get into building your brands loyal believers.
Speaking on the e-book, Ajit Narayan, CMO & Program Head, Socxo, “Brand advocacy has huge potential, provided its used strategically. It goes beyond celebrities internet or otherwise and focuses on leveraging the brand’s believers. The key to people who actually have a stake in the brand and business. Employees, Customers, Partners and Fans. It’s time for brands to shift their thinking and efforts towards the Mango man (Aam aadmi.) The common man as a network is far more powerful than any celebrity alone."
"It is an untapped tool by marketers, and holds strong potential in building campaigns, especially during the festive season. With the current quarter being all about festivals and holidays, we conducted this research on how nano-influencers can be capitalised and used smartly. The e-book is designed as the guide on how to think and execute content marketing initiatives and campaigns around nano-influencers", he further added.
Socxo is a SaaS and mobile based Brand Advocacy Marketing platform, based in Singapore, Bangalore and Kochi.
Brands
Wipro hires 7,500 freshers, withholds FY27 hiring outlook
Profit rises to Rs 3,522 crore, Rs 15,000 crore buyback announced.
MUMBAI- Hiring may be on, but visibility is off, Wipro is adding talent even as it pauses the crystal ball. The company hired 7,500 freshers in FY26 but stopped short of offering any hiring outlook for FY27, underscoring the uncertainty gripping the IT services sector as it pivots towards an AI-led operating model.
The disclosure came alongside its fourth-quarter earnings, where management flagged volatile demand conditions and refrained from committing to future workforce expansion. Chief human resources officer Saurabh Govil noted that over 3,000 of the total hires were onboarded in the March quarter alone, signalling continued intake despite a lack of clarity on deployment pipelines.
This divergence active hiring without forward guidance reflects a broader industry pattern where talent acquisition continues even as deal conversions remain uneven and client spending cycles stretch. Wipro expects its IT services revenue for the June quarter to range between a decline of 2 per cent and flat growth sequentially in constant currency terms, reinforcing near-term caution.
Chief executive officer Srini Pallia pointed to artificial intelligence as both a disruptor and an opportunity. He said evolving client priorities are pushing the company towards outcome-driven engagements, with Wipro increasingly focusing on a services-as-software model through its AI Native Business and Platforms unit. The shift marks a structural change from traditional headcount-led growth to AI-enabled delivery frameworks.
The company has already committed over $1 billion to its AI ecosystem, with investors closely watching how these investments translate into revenue. For now, the numbers present a mixed picture. Net profit rose sequentially to Rs 3,522 crore, while revenue grew 3 per cent to Rs 24,236 crore. However, core IT services performance remained under pressure, with full-year revenue declining 0.3 per cent in dollar terms and 1.6 per cent in constant currency.
Large deal bookings offered a counterpoint, rising 45.4 per cent year-on-year to $7.8 billion, highlighting a widening gap between deal wins and actual revenue realisation. On a quarterly basis, IT services revenue slipped 1.2 per cent sequentially, signalling continued softness in execution.
Margins, however, told a more optimistic story. Operating margins expanded to 17.3 per cent in the fourth quarter, up from 14.8 per cent in the previous quarter, reflecting improved cost discipline. That said, the company cautioned that upcoming wage hikes and the ramp-up of large deals could exert pressure going forward.
Attrition stood at 13.8 per cent in the March quarter, indicating stabilisation after periods of elevated churn. Alongside its earnings, Wipro also announced a Rs 15,000 crore share buyback, reinforcing its focus on shareholder returns, with a payout ratio of 88 per cent over the past three years.
Taken together, the numbers capture a company in transition investing in AI, maintaining hiring momentum, but navigating a demand environment where growth is uneven and visibility remains limited.
