iWorld
Meta and Star Sports forge partnership with 250+ creators to elevate IPL 2024 fan experience
Mumbai: In a bid to amplify discussions and celebrate the cricket frenzy, Meta has embarked on a collaborative journey with over 250 content creators, uniting voices on Threads during the ongoing tournament. According to the 2024 GenZ Trend Talk report reveals a staggering statistic: over 90 percent of teens proudly identify themselves as part of a fandom, with cricket emerging as a primary passion. This fervor was unmistakably palpable during the ICC Men’s Cricket World Cup 2023, which garnered a staggering 16.9 billion views on ICC’s platforms on Meta, a trend that continues to resonate today.
Some of these accounts include:
Teams – Chennai Super Kings, Mumbai Indians and Royal Challengers Bengaluru.
Experts – ex cricketer Akash Chopra, sports presenter Ridhima Pathak and analyst Mufaddal Vohra.
Creators – Naveen Singh aka bihariladka, Shreyas Mendiratta and Deepika Venkatachalam aka deepika_v__
“The current cricket fever is all about intense rivalries, passionate involvement and strong fan following. With platforms like Threads that enable fans and experts to voice their opinions and Instagram that allows fans and athletes to share moments and create unique content related to the games, we are dedicated to heighten this excitement through our partnerships and collaborations with creators from all over India. We’re thankful to our partners like Star Sports as well, to join in this journey,” said Meta, India director, Content and Community Partnerships Paras Sharma.
Meta has teamed up with Star Sports, as was done during the ICC Men’s Cricket World Cup 2023, to create engaging experiences for fans throughout the tournament. This is being achieved through regular interventions at various touchpoints, stated the company.
‘Ask Star’ – During a live match, fans can submit their questions to the commentary team at Star Sports on Threads, who will then select some of them to answer.
‘Ajab Gajab T20 Challenge’ – Star Sports developed a one-of-a-kind concept where former cricketers and a group of content creators played a game of box cricket before the start of the tournament. The participants included cricketers such as Harbhajan Singh, Irfaan Pathan, and Steve Smith, as well as content creators like Naveen Singh, Dharna Durga and Rishabh Shukla. This event was broadcasted on Star Sports and also available on reels for fans to watch.
‘Shor Squad’ – A group of selected creators will have the opportunity to have their reels broadcasted live during the matches.
“At Star Sports, our mission is to enhance the cricketing experience for fans across every platform. We are thrilled to bring the cricket extravaganza to life through our Creator Network program, joining hands with top creators and influencers to deliver an immersive experience by dialing up fan engagement, with initiatives like ‘Ask Star’ (Give fans a chance to ask questions to their favorite cricketing expert), ‘Dream Job’ (A chance to become an anchor on Star Sports) and the ‘Ajab Gajab T20 Challenge’ (A mixed team match between cricketing heroes & fans). Together with Meta, we’re redefining fan engagement and are committed to creating unforgettable money can’t buy experiences for every cricket enthusiast, uniting fans in the spirit of the game,” said Star Sports marketing head Vikram Passi.
In addition to partnerships with broadcasting giants, Meta has also forged alliances with cricketing powerhouses like Mumbai Indians and Kolkata Knight Riders. Through collaborative efforts such as creator days, content creators were given the unparalleled opportunity to interact and collaborate with teams and players, further enriching the fan experience.
eNews
Piyush Thakur steps down as Inshorts’ chief revenue officer
Former vice president and cro says exit marks a new chapter after close to a decade of building revenue and partnerships at Inshorts Group.
NOIDA: Piyush Thakur has stepped away from Inshorts Group after nearly 10 years with the company, marking the end of a long tenure that culminated in his role as chief revenue officer.
In a farewell note, Thakur said he was “turning a new page” after almost a decade at Inshorts, calling it one of the hardest professional decisions he has made. He added that his exit was not driven by uncertainty about the future, but by reflection on a long association with the company.
Thakur joined Inshorts in October 2016 as vice president and spent around seven years in the role before being elevated to chief revenue officer in April 2024, a position he held until April 2026.
He said his tenure was defined by “thousands of mornings, late nights, product debates and breakthrough moments”, as the company evolved into a large-scale digital news platform used by millions.
In his note, Thakur emphasised that Inshorts’ growth was a collective effort across teams, adding that engineers, designers, sales teams and customer support staff all contributed to building the platform. He said the company’s success was not the result of individuals but of “everyone who stayed, passed through, and left their mark”.
Before Inshorts, Thakur worked across several digital media and business development roles. At ESPN, he served as senior regional manager from October 2015 to October 2016, focusing on growth initiatives, strategic opportunities and video distribution.
At Times Internet, he worked for nearly three years, including as head of business development from April 2015 to September 2015 and chief manager from January 2013 to March 2015. His responsibilities included monetisation of mobile platforms, managing media and developer partnerships, and driving revenue across digital properties such as The Times of India and The Economic Times.
Earlier, he worked at Brandmovers as head of business development from June 2012 to June 2013, handling digital, mobile and social media marketing solutions, client development and strategic consulting. During this period, he also worked on advertising revenue, brand strategy and CRM-based solutions.
At Inshorts, Thakur’s role focused on revenue strategy, mobile and media partnerships, and growth initiatives across platforms. His profile highlights experience in mobile product management, digital business models, partner ecosystems and revenue expansion in high-growth environments.
