iWorld
Twitter initiated APAC business leadership summit #TwitterUdaan
MUMBAI: Twitter launched its first business leadership summit in Asia titled #TwitterUdaan in Gurgaon. The summit brought together approximately 200 industry leaders over thought-provoking presentations and panel discussions on the theme of #FutureForward.
Along with Twitter’s executives, other representatives present at the inaugural forum were from Future Brands, Group M, HDFC Life, Ogilvy & Mather, OLX, PepsiCo, Starcom, Tata Motors, Unmetric, Vodafone India, Yes Bank, and Yu.
#TwitterUdaan was punctuated with the launch of Twitter’s first-ever #TwitterInfluencerIndex, a study to understand the effects of C-Suite engagement, who are the top CEOs on Twitter are and what constitutes their success on the influential communications platform. The index highlighted the 100 top C-suite executives on Twitter from around the world. The various leaders were Mahindra Group chairman and MD Anand Mahindra, Kotak Mahindra Band executive vice chairman and MD Uday Kotak, Zomato founder and CEO Deepinder Goyal, Flipkart executive chairman and founder Sachin Bansal, Olacabs.com co-founder and CEO Bhavish Aggarwal, Snapdeal.com co-founder and CEO Kunal Bahl and InMobi founder and CEO Naveen Tewari.
“India is the growth engine for Asia-Pacific on Twitter. We are committed to India and the launch of #TwitterUdaan is about celebrating the creativity and innovation from India. The time is ripe for India to lead innovation and we want to help them soar and leverage Twitter in the digital age,” said Twitter VP International markets Shailesh Rao. “CEO participation on Twitter leads to better communication and it is heartening to see India account for nearly 50 percent of Asia Pacific C-suite executives listed in the #TwitterInfluencerIndex.”
The summit was focused on five big trends of 2016 i.e. live, video, disruption innovation, content marketing, data, and media-first. The opening keynote on ‘Future is Live’ was presented by Twitter managing director of Southeast Asia, India, Middle East and North Africa Parminder Singh who opened up the floor for engaging conversations with his presentation on Twitter’s live connection to culture.
Following to that was an engaging fireside chat between FutureBrands India MD Shailesh and CEO Santosh Desai on how brands need to build authentic relationships with their customers.
Global Brands and Agencies VP Jean-Philippe (JP) Maheu took the audience through content best practices in ‘Future is Content’ and provided insight on how to engage a customer, hold their attention and why video and media-rich content always wins on the platform.
Brand Strategy Asia Pacific head Steven Kalifowitz challenged advertising norms, showcased case studies and ideas that stood out of the clutter, and asked brands to think out-of-the-box using innovative, disruptive strategies in ‘Disruptive Innovation’.
Guest speaker Unmetric CEO and co-founder Lakshmanan Narayan presented a data-driven future showing how brands can use data to drive social media accountability and business outcomes.
While Twitter Asia Pacific and emerging markets senior director product specialist Maya Hari presented on a media-first future how we are now living at a time where media is increasingly live, interactive, and visual. This led to a thought-provoking panel discussion with guest speakers from CNBC TV18, PepsiCo, Tata Motors and The Economist on how being media-forward is not an option anymore.
#TwitterInfluencerIndex measures how influential the world’s top executives are on Twitter. The Index highlights how CEOs develop their digital influence and their ability to create an effect, change opinions and behaviours, and drive measurable outcomes using Twitter.Reach, relevance and resonance on Twitter are the cornerstones of the Index.
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.
