iWorld
REPRESENT creates unique Reddit AMA experience for fans
Mumbai: In an industry first initiative in India, REPRESENT organizes a one-of-its-kind “Ask Me Anything” (AMA) series on Reddit, the home of thousands of communities, endless conversation, and authentic human connection. Leading artists, including Armaan Malik, Anuv Jain, KSHMR, Lost Stories, Savera, OAFF, and Hanita Bhambri, have participated in these REPRESENT-organised AMA sessions over the last six months.
With a vision to give fans direct access to their favorite artists, these AMA sessions were hosted in the popular r/india Reddit community – a community with more than 1.8 million members. During the sessions, fans had the opportunity to directly interact with their favourite artists and have their questions answered in real time – completely live and candidly. A total of six Reddit AMA sessions have been organized by REPRESENT to date, and collectively they have garnered more than 5.5 million views, and a whopping 7000 questions for the artists.
Talking about the collaboration, REPRESENT head of marketing & promotions Sidhantha Jain said, “At REPRESENT, we’ve always believed in disrupting norms, venturing beyond traditional platforms, and seeking fresh avenues to foster genuine artist-fan connections. The recent Reddit AMA series underscored the importance of authenticity and personal engagement in music marketing. The AMA interviews allowed artists not only to answer questions but also to share stories, build one-on-one relationships, as well as ensure every fan felt seen and heard. They brought a unique, personal touch to the Reddit community that transcended the boundaries of traditional media formats. Through organizing these Reddit AMA sessions, we’ve enabled our artists to connect with an audience that appreciates the meaning behind the art and relishes the opportunity to delve deeper into their favorite artists’ narratives. We’re excited to create even better experiences for redditors in the future.”
Malik’s AMA, in particular, has been one of the most popular AMA sessions in India this year, attracting over 2500 comments and 3000+ upvotes. Core to Reddit’s community of communities for over a decade, AMA sessions on the Reddit platform have firmly established themselves as a digital icon, appearing and influencing far beyond the corners of Reddit. A fan favourite of everyone from Bill Gates to India’s leading artists such as Priyanka Chopra and Ramesh Aravind, AMA sessions provide a peek behind the curtain and candid, real-time access to those who inspire, intrigue and excite.
e-commerce
Flipkart rolls out 105 per cent bonus for 20,000 employees
Strong FY25 performance drives payouts even as layoffs and shifts unfold.
MUMBAI: In a year where belts were tightened and rewards loosened, Flipkart seems to be playing both offence and defence trimming roles on one hand while handing out a generous 105 per cent bonus on the other. The Walmart owned e commerce major has rolled out a 105 per cent bonus payout for 2025, covering nearly 20,000 employees, signalling a year of steady operational momentum even as the company navigates restructuring pressures. The payout, communicated internally by chief human resources officer Seema Nair, is tied to performance across key metrics including growth, operational efficiency, financial outcomes and people indicators, a combination that suggests the company is inching closer to its long stated goal of sustainable profitability.
Employees at SD level and below are set to receive their bonuses in March, while payouts for senior leadership, including vice presidents and senior vice presidents, will follow after the close of the performance cycle. The elevated 105 per cent multiplier stands out in a sector where cautious payouts have increasingly become the norm, pointing to what appears to be a relatively strong internal scorecard for FY25.
Yet, the announcement arrives with a noticeable contrast. Earlier this year, Flipkart reduced its workforce by around 300 roles as part of its annual performance review process. While officially framed as performance driven, the juxtaposition of layoffs alongside above target bonuses reflects a more nuanced balancing act, one that prioritises cost discipline while continuing to reward and retain high performing talent.
This dual approach is becoming increasingly common across the technology and e commerce landscape, where companies are navigating an uneven hiring environment while under pressure to deliver profitability. Rewarding top contributors, even amid selective workforce reductions, allows firms to maintain morale and retain critical talent without losing sight of financial prudence.
At the same time, Flipkart is also undergoing leadership shifts that hint at a broader strategic recalibration. Nishant Verman has been appointed senior vice president for corporate development and partnerships, while group chief financial officer Sriram Venkataraman is set to step down. Ravi Iyer will take on expanded responsibilities within the finance function, marking a reshuffle at the top as the company gears up for its next phase.
These changes come amid reports that Flipkart is planning to shift its holding structure back to India, a move widely interpreted as groundwork for a potential public listing. While timelines remain fluid, the combination of stronger financial discipline, leadership restructuring and employee incentivisation suggests a company preparing itself for greater scrutiny and scale.
For employees, the 105 per cent payout offers a welcome boost in what has otherwise been a period of adjustment. For Flipkart, it is a signal that even as it cuts where necessary, it is willing to spend where it counts. In the high stakes game of growth versus profitability, the company appears to be hedging its bets carefully, rewarding performance while reshaping itself for what could be its most defining chapter yet.
