iWorld
aha and GluedIn unveil ‘Minis’ – A new frontier in short-form content
Mumbai: aha, India’s No.1 local OTT platform, proudly introduces “aha Minis,” a dedicated section within its mobile app catering to short videos. Aligned with global trends emphasizing the surge in “short-form content consumption” by the youth, this strategic move aims to diversify aha’s content portfolio, solidifying its position as the ultimate entertainment local destination,
“aha Minis” debuts with an extensive collection of captivating video content, featuring highlights, memes, mashups, and behind-the-scenes (BTS) glimpses. Anticipating a significant surge in user engagement, aha Minis provides a seamless and immersive viewing experience, easily accessible through a dedicated Minis category on the home navigation bar of aha’s mobile app.
In a groundbreaking collaboration, aha has partnered with GluedIn, a Singapore-based SaaS company specializing in technology for short videos, social features, and user-generated content within existing apps. This partnership has yielded a comprehensive roadmap, reflecting aha’s commitment to offering a diverse array of short-form videos and showcasing its dedication to sustainable and engaging content.
Commenting on the launch, Product& Analytics VP Dilip Chandra said, “Our strategic objective is to capture the attention of a younger demographic audience, and in pursuit of this goal, we are excited to introduce ‘Minis’ – a dedicated section within the aha app designed exclusively for short-form content. Through our collaboration with GluedIn, we have empowered ourselves to provide a dynamic and personalized experience for our users. With the launch of Minis, we are confident that it will swiftly evolve into a central hub for entertainment within the aha app, redefining the way our users engage with our platform.
Adding to the excitement, GluedIn CEO Puneet Johar said, “Collaborating with aha on Minis has been an exhilarating journey. Our shared vision for revolutionizing short-form content experiences through advanced technology is now a reality. The partnership represents a significant step forward in providing users with a seamless and engaging platform, and we are thrilled to contribute to aha’s success in this endeavour.”
e-commerce
Instamart gold dig event at Hussain Sagar goes viral
Hyderabad activation ties to gold price lock offer ahead of Akshaya Tritiya
MUMBAI: All that glitters isn’t just gold, it’s also great marketing. A quirky on-ground activation by Instamart at Hussain Sagar Lake has turned into a viral spectacle, with videos of people digging for gold coins flooding social media feeds this week. The campaign, executed in collaboration with Moms, transformed a patch of the city’s iconic lakefront into what online users quickly dubbed a “mini gold rush”. Armed with spades, participants dug through a mud-filled pit in search of hidden gold coins, an activity that drew crowds, cameras and plenty of commentary online, ranging from amused disbelief to outright fascination.
At the heart of the frenzy was a promotional push for Instamart’s ‘Gold Price Lock’ feature, which allows users to secure prevailing gold rates between April 10 and April 16 and complete their purchase later during Akshaya Tritiya, a period traditionally associated with high gold buying. The mechanic cleverly blended physical participation with digital conversion, turning curiosity into a potential transaction.
Branded as ‘Gold Diggers’, the activation leaned into gamified engagement. Those who struck lucky walked away with coins, those who didn’t were nudged with a simple message: lock the price now, buy later. The result was a steady stream of footfall and a surge in user-generated content, as onlookers and participants alike documented the spectacle.
The timing is significant. India remains one of the world’s largest consumers of gold, with demand peaking around Akshaya Tritiya. Data from the World Gold Council suggests the festival alone accounts for roughly 25–30 tonnes of gold purchases annually, making it a high-stakes window for brands looking to tap into consumer sentiment.
As the ‘Gold Price Lock’ feature remains live until April 16, the campaign has already done its job turning a simple product feature into a citywide moment. Because sometimes, the quickest way to get people talking about gold isn’t to sell it, it’s to make them dig for it.
