MAM
Taproot’s ‘hike’ to keep close friends closer
Mumbai: In today’s inundated instant messaging market, it is important for companies to plan a strategy that allows them to connect with a wider audience in a targeted fashion. With this in mind, hike, a free cross-platform messaging app funded by Bharti SoftBank (BSB), has rolled out the second leg of its digital marketing initiative for India.
The company carried out a research and found that the advent of technology and easy access has ensured that the country of a youth populace is connected round the clock. Today, the youth is accessing internet more than ever before using a slew of devices – be it the mobile, PC or a tablet.
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The campaign is created by Taproot and consists of four ad films.
Tag lined ‘Keep Close Friend Close’, the comprehensive digital campaign is aimed at showcasing hike’s unique product features that will enable today’s technology savvy youth to enjoy a better connect with their peers.‘
The new ads showcase the dynamics of an individual with their close friend versus friends, and how hike helps them stay connected with their close friends. Taproot India chief creative officer and co-founder Santosh Padhi, says “Though we are not one of the first ones in India to bring this service, but we are very positive that, with the youthful brand positioning ‘Keep Close Friends Close’ and the quirky communication will make sure hike messenger becomes the top instant messenger amongst the youth.”
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On the campaign, BSB head of product and strategy Kavin Bharti Mittal says, “Going the digital way was a well thought out move, as we believe the youth are online throughout the day, making it an ideal place for us to start. This is a far cry from the days, when people would use a single device to log in only when they needed to send an email or look for some information online. Keeping in mind the trend, digital becomes the best platform of communicating with them youth. Moreover, to create a niche for itself in the cluttered and the competitive instant messaging market, digital will be one of the most sought-after trends.”
He adds, “The youth today is very smart and liberal – our ads are made keeping that in mind. From a messaging perspective, our strategy is very distinct from what anyone in the competitive landscape has done.”
Brands
Manindra Mohan joins CoinDCX as SVP & head – data & analytics
Former Amazon and Unacademy analytics leader to scale crypto insights
MUMBAI: India’s crypto exchange CoinDCX has appointed Manindra Mohan as SVP and head of data and analytics, bringing on board a seasoned data strategist at a time when the country’s digital asset market is entering a decisive phase.
In his new role, he will steer enterprise-wide data science, analytics and business intelligence initiatives. His mandate spans product, growth, risk and customer experience, with a clear brief to embed data-led decision-making into the company’s core as it scales across India and beyond.
Announcing the move, Mohan said he was “thrilled” to join CoinDCX, calling the Indian crypto market pivotal and ripe with opportunity. He thanked co-founders Sumit Gupta and Neeraj Khandelwal, along with Mridul Gupta, for the opportunity to help shape what he described as the future of finance.
He noted that architecting data solutions for a 24 hour global asset class presents a formidable challenge. Yet, he added, the chance to redefine financial access and drive crypto adoption “across every pin code in India” makes the task compelling.
Mohan arrives with nearly two decades of experience across technology, media and digital platforms. Before CoinDCX, he served as head of data science, analytics and BI at Carousell Group. Prior to that, he was SVP and head of analytics at Unacademy, where he built and scaled the analytics and insights function supporting product, sales, marketing and finance teams.
His earlier stints include heading analytics for Amazon prime video in India, where he oversaw data across product, acquisition, engagement and content, as well as serving as senior manager data sciences and advanced analytics at VMware and senior manager marketing and digital analytics at Dell Technologies. He began his career as senior business analyst at Cognizant, working on large scale crm and analytics implementations for global clients.
Colleagues describe Mohan as a builder of teams as much as models. From managing global analytics rollouts to leading large cross functional units, he has consistently combined statistical rigour with commercial instinct.
At CoinDCX, that blend could prove timely. As crypto exchanges navigate regulation, volatility and rising user expectations, data is no longer a back office function. It is the compass. With Mohan at the helm of analytics, CoinDCX is betting that sharper insights will translate into deeper trust and broader adoption in a market that never sleeps.
