MAM
World’s first social media loyalty platform ‘Brandie’ comes to India
MUMBAI: After a successful run in the US and homeland Sweden, Brandie, world’s first crowd marketing platform, has entered India in partnership with 11 carefully selected innovative Indian brands. Brandie is built on the principle that consumers already endorse their favourite brands on social media and the brands can now reward them to encourage and build a network of brand loyalists on the way.
Playing on the concept of word-of-mouth marketing, the founders of Brandie have developed a disruptive model where consumers promote the brand they love on social media by posting pictures and earn rewards for it.
Brandie co-founder Pranav Kosuri said, “We believe that brand loyalty can only be achieved by empowering the consumers and engaging with them on a direct level. Our platform allows brands to directly incentivise and engage with their audience in a way which is meaningful. This sets us apart from discount platforms and other influencer marketing players.”
He further added, “India is an exciting market for us. The consumer behaviour here is very different from that of US and Sweden, our other markets. The one-month beta test gave us a lot of insights which we included into the platform before the official launch.”
Brandie has been launched with 11 carefully selected Indian brands after a month’s Beta testing, including The Bowl Company, Godrej Nature’s Basket, Raw Pressery, Anand Ahuja’s Bhaane, Pipa Bella, Le15 Patisserie by Pooja Dhingra, Olive Bar and Kitchen, Yerha, FancyPants, and Bengaluru FC.
During the one-month beta test, a closed community of four thousand users posted 15000 photos and generated 3.9 million impressions and 400,000 likes which resulted in more than 6000 rewards being claimed. The testing demonstrated an instant increase in revenue by 30 per cent and a reduced marketing spend of about 40 per cent by the brands.
The app is available on iOS and Android. Users either need to be invited to the platform by the brands or they can choose the brand they like and request to join their reward programme. The platform is channel agnostic and allows users to post on all popular social media channels such as Twitter, Instagram, Facebook, Pinterest, WhatsApp, Tumblr etc. Brandie’s photo recognition tool makes sure that the content posted by users is related to the brand, basis which users are rewarded points which enable them to get non-cash meaningful rewards from the brands like VIP access to matches by Bengaluru FC, limited edition jewellery from Pipa Bella, exclusive invites to future events by Bhaane and more. In the next six months, Brandie plans to onboard 10 more brands on the platform.
Brands
Almonds Ai appoints Gajendra Arya as head of technology
IIT Bombay alumnus with 20+ years’ experience to lead AI innovation push
MUMBAI: Almonds Ai has appointed Gajendra Arya as its head of technology, strengthening its leadership bench as it scales its AI-led engagement and loyalty platforms.
An alumnus of IIT Bombay, Arya brings over two decades of experience in building scalable enterprise and consumer technology platforms. His career spans key leadership roles across companies such as CarDekho, Zypp Electric and Escrowpay, where he led product innovation and large-scale digital transformation initiatives.
In his new role, Arya will oversee the company’s technology strategy, product architecture and innovation roadmap. His focus will be on strengthening Almonds Ai’s AI ecosystem and building next-generation platforms designed to enhance brand and channel partner engagement.
Almonds Ai co-founders Abhinav Jain and Apurv Modi said, “Technology is the backbone of everything we are building at Almonds Ai. As we continue to push the boundaries of AI-driven engagement and loyalty ecosystems, having a leader like Gajendra onboard significantly strengthens our vision.”
Speaking on his appointment, Gajendra Arya said, “Almonds Ai is building a powerful ecosystem at the intersection of technology, data and partner engagement. I am excited to work on scalable platforms that help brands create stronger relationships through intelligent, technology-led solutions.”
With this move, Almonds Ai is doubling down on its innovation roadmap, aiming to expand its AI-powered loyalty and rewards ecosystem while accelerating global growth.
