iWorld
Axis Bank tops Twitter Brand Index for week 2 of ICC Cricket World Cup
MUMBAI: Social media platform Twitter has released the list of top advertisers who were successful in using the micro blogging platform to reach out to their respective audiences through digital conversations, for week two during the ongoing ICC Cricket World Cup 2015.
The list has been compiled using an aggregate of re-tweets, favourites and replies, to come up with the Twitter Brand Index to acknowledge the top five brands from over 50 brands.
Axis Bank has continued to build engagement around cricketing rituals. Knowing how big the game is in India people have been tweeting about how they do not take baths before games, drink water during games or (more popularly) leave their seats when a particular player is on a roll. Axis Bank used this insight to great effect by inviting people to share their rituals. “They’ve been able to sustain engagement by continuing activity on Twitter beyond just Match Days to having an always on strategy,” states the report. The top tweet for this campaign has been- https://twitter.com/AxisBank/status/569127038268923905
Secondly Nike continues to rally the Indian Supporter around the hashtag #BleedBlue Chant. This week they shared more Bleed Blue stories and asked people to share theirs. This has been one of the unifying hashtags this World Cup and Nike continues to bring the Indian fan under the Bleed Blue umbrella. The campaign top tweet for the second week has been: https://twitter.com/nikecricket/status/569329658765778944
Thirdly Kit Kat India won the conversation this week with their casual banter on Twitter with their counterparts in South Africa. The flags of the two teams were overlaid on Kit Kat chocolate bars as part of the campaign. This also was the most retweeted tweet this week. The top tweet was: https://twitter.com/KitKatIndia/status/568740943597162497
Meanwhile Club Mahindra has continued to find creative ways to integrate stories from their resorts into the larger cricket conversation on Twitter. The report says that it had seen a jump into non India matches as well and when New Zealand defeated England they drew parallels between scenic locations in New Zealand with one of their locations here in India. The top tweet for Club Mahindra’s campaign was: https://twitter.com/clubmahindra/status/568644082374832128
And finally Cadbury 5 Star was able to bring together the Audio Card on Twitter during match day on Sunday and their brand assets – the twin duo of Ramesh and Suresh – to bring to their consumers specific commentary, pitch reports and post match analysis in the Ramesh and Suresh style. The top tweet for this campaign was: https://twitter.com/Cadbury5Star/status/569452254522003457
iWorld
Frodoh, Chaupal introduce non-intrusive first-screen ads for OTT platforms
New ad-tech layer unlocks revenue without interrupting OTT viewing
MUMBAI: Frodoh has partnered with regional OTT platform Chaupal to roll out what it calls an industry-first “first-screen” monetisation framework, aimed at helping subscription-led streaming services generate additional revenue without interrupting content viewing.
The new model focuses on connected TV home screens, introducing ad formats that sit within the discovery layer rather than the content itself. In simple terms, viewers may notice subtle brand placements while browsing, but once they hit play, the experience remains ad-free.
The technology is designed to tap into high-attention areas such as session depth, viewing intent and discovery behaviour, turning previously unused interface space into monetisable real estate. For OTT platforms, this opens up a fresh revenue stream without diluting the premium experience that subscribers expect.
Chaupal chief executive officer Sandeep Bansal said the move balances growth with user trust. “By partnering with Frodoh, we are introducing a sophisticated ‘first-screen’ monetisation layer that integrates seamlessly into our UI, ensuring discovery remains native and non-intrusive while keeping content consumption ad-free.”
From Frodoh’s side, the pitch is clear: expand the ad pie without cluttering the screen. Frodoh founder and chief executive officer Russhabh R Thakkar said the framework creates a new category of advertising by unlocking high-visibility home screen inventory that was previously untapped.
Industry watchers see this as part of a broader shift in OTT monetisation strategies, especially as subscription platforms look to diversify revenue without risking churn. With connected TV usage rising steadily, the home screen is quickly becoming the next battleground for attention.
If the model scales, this partnership could signal a subtle but significant shift in how OTT platforms monetise, proving that sometimes, the most valuable ad space is the one you see before the show even begins.
