iWorld
Network18 surpasses 325 million social media followers
Mumbai: Network18 has reached a milestone of over 325 million followers in the digital space as of September 2024.
This achievement makes Network18 the largest news network in India by follower base, showcasing its influence across platforms such as YouTube, Facebook, X (formerly Twitter), Instagram, Snapchat, and WhatsApp. Network18’s extensive reach encompasses brands such as CNN-News18, CNBC-TV18, News18 India, Firstpost and the News18 Regional cluster.
In the first half of this year, it garnered 19 billion views on YouTube, a substantial increase from 11.5 billion views in the same period last year. The audience consumed 822 million hours of content, a rise from 498 million hours previously. Twelve of its YouTube channels currently hold the number one position in their respective categories, solidifying its status as the leading news network on the platform. The network’s presence on WhatsApp Channels has further fuelled its growth, with over 47 million followers contributing to its expanding digital footprint.
A focus on regional news has been central to Network18’s digital success, achieving over 11 billion views H1 in regional content. With 120+ million followers across regional platforms, Network18 continues to deliver hyper-local content in diverse South and Northeastern Indian languages, catering to varied linguistic communities and broadening its reach to new audiences.
Network18’s appeal to new audiences added 47 million new followers in recent months to reach a total of 325 million. News18 Bangla has nearly reached two billion views, while News18 Odia and News18 Punjab have both exceeded the one billion view milestone.
Network18, head – Partnerships and Digital Video Strategy, Pranav Bakshi, emphasised the significance of this achievement. “We’ve not only established the largest social media presence in India but also achieved remarkable growth on Connected TV, with a threefold increase. Our connected TV audience has doubled in the last 6 months, and we continue to expand our footprint on CTV & FAST networks. We are the only news network with such vast digital reach. No competitor matches our scale or growth trajectory. Our success is a result of our commitment to providing high-quality, tailored, and engaging content across all screens—mobile, desktop, and TV.”
Broadband
Zoff Foods extends Shilpa Shetty partnership into ninth year
Spice brand reinforces trust-led positioning amid growth and funding push.
MUMBAI: Nine years, one flavour and the recipe clearly still works. Zoff Foods has extended its long-running association with Shilpa Shetty, marking nine consecutive years of her as brand ambassador as the company scales its presence across Indian households. What began as a digital-first collaboration has gradually evolved into a defining element of the brand’s identity. Over nearly a decade, the partnership has mirrored Zoff’s own journey from an emerging challenger to a fast-growing FMCG player with a widening footprint across e-commerce, quick commerce and offline retail channels.
The logic behind the continuity is straightforward. In a category where trust and familiarity drive purchase decisions, particularly in spices and ready-to-cook segments, long-term associations tend to carry more weight than short bursts of visibility. Shetty’s positioning as a fitness-conscious, health-aware public figure aligns with the brand’s emphasis on purity and quality factors that are increasingly shaping consumer choices in modern Indian kitchens.
The extension also comes at a time when Zoff Foods is entering a more aggressive growth phase. The company recently raised $2 million in a Pre-Series B funding round led by JM Financial Private Equity, with participation from Aman Gupta, signalling a push towards expanding distribution, product innovation and market reach.
Company executives have positioned the continued partnership as a strategic anchor amid this expansion, reinforcing brand recall while entering new markets. For Shetty, the association remains rooted in shared values around authenticity and ingredient integrity attributes that resonate strongly with increasingly mindful consumers.
In a market crowded with new-age brands and shifting loyalties, Zoff’s approach suggests a different playbook: build slowly, stay consistent, and let familiarity do the heavy lifting. Because sometimes, in both branding and cooking, it’s not about reinventing the dish, it’s about perfecting it over time.
