iWorld
Unleashing the power of Instagram reels and YouTube shorts: Crafting engaging brand narratives
Mumbai: Short-form video content on social media is Google and Metas’ answer to TikTok, which disrupted the video-sharing industry during the pandemic. Though TikTok became big and was used hugely by brands in the USA, India got YouTube Shorts & Instagram Reels to do the same. Before launching globally in mid-2020, Instagram reels attracted billions of daily views. One year later, in 2021, these short video-sharing platforms surpassed 5 trillion views globally. Thus, what was originally only watched for leisure has become integral to every business’s marketing strategy.
Brands understood that video creation enables organizations & startups to:-
1. To increase brand awareness
2. To promote sales
3. To grow the social media community
4. To educate customers
5. To enhance brand strength
According to a 2022 report by Wyzowl, 86% of businesses now use video as a marketing tool, and 93% say it’s an effective tool for reaching their target audience. Short-form videos (under 10 minutes) are having a major moment on social media, with platforms like TikTok and Instagram Reels seeing explosive growth in recent years. A 2023 report by Cisco found that short-form videos will account for 82% of all internet traffic by 2022. A 2023 report by HubSpot found that 63% of viewers say they are more likely to watch a short-form video than a long-form video.
With all this happening globally and in India, brands must use video content & ensure it becomes as viral as possible through social media. Let’s ponder deeper into how some well-known Indian brands have benefited from short-form videos on social media.
Top Indian brands leveraging from short-form videos and how
Netflix
Being the most watched OTT platform in the world, short videos have predominately been the best way to promote this brand on social -media. The best part for Netflix is that they already have the commercial rights to pick short snippets from their ongoing movies & TV shows to promote their page. The number of engagements, impressions, and discussions started with the utilization of short-form videos alone are only one of the many elements that make Netflix supreme at online entertainment.
Sabyasachi
Sabyasachi has been acing in the social media space for a long time now. They have been following the idea of using the video content of their happy customers and garnering a steady follower base through organic methods. Sabyasachi knows this very well because they regularly introduce their customers on their Instagram profiles. This was a pleasant surprise for customers to be featured on the official Sabyasachi page. They are also well-placed among celebrities and thus recruit influencers for raw original content. Engaging influencers helps attract more followers because these influencers have a loyal following. It works wonders for a fashion brand when you see the designs live in action through short-form videos.
Zomato
If you’re looking for quirky content and the encouragement to try out tasty food, Zomato helps you binge on some mouthwatering short-form video content. Not only have they become the lead in the food delivery sector, but they have also become one of the country’s best brands on social media. Food discovery brand Zomato knows its audience well and how to retain them. Be it contests, trending topics, or innovative video content, Zomato is attracting attention across all social media platforms.
Bombay Shaving Company
This brand wholly & almost has been relying on short-form video content for brand building & upscaling. Since their business proposition is unique, they are here to break through many stereotypes. They are going all out in exploiting the trend of video content to showcase their range of products & effectiveness on Indian Men skin types. Both men & women have been applauding their efforts, and it has become a popular gifting option for Men.
Pizza Hut
Pizza Hut is the leader in the pizza market on social networks compared to other pizza chains. The brand regularly launches UGC campaigns for its viewers to participate and increase its follower base. The brand uses social media influencers to discuss its products through challenges, which has worked for them so far. The short videos are raw and real since they reach out to celebrities, food bloggers, and other popular influencers, maximizing their follower base.
Audi India
On International Women’s Day, Audi India launched a catchy short video campaign called #drivethechange. The campaign was a big hit as it resonated very well with the changing trends in societal reforms towards women. Also, it tried to break stereotypes about women driving cars in general and all comic remarks around women drivers. It encouraged modern-day women to step out and chase their dreams since they are the true force that drives our lives. Hundreds of women participated and appreciated the initiative.
Short-form videos are here to stay.
The rise of social media has changed the concept of online communication and the division between personal and public space online. According to HubSpot’s 2022 Marketing Industry Survey, short-form video has the highest ROI among all social media content. That’s why 30% of marketers prioritized short-form videos in their marketing budget this year.
These are lessons for all new startups and upcoming brands to use short format messages to tell their story and build a narrative around their brands. Integrating Internet features, such as digital music and video, user-generated content, and digital media sales, improves content consumption. Hence, short-form videos, the brand-owned tool, must be maximized to gain credibility and brand recognition in the long run and sustainable marketing strategies.
The author of this article is C Com Digital founder/director Chandan Bagwe
iWorld
Prime Video drops trailer for Lukkhe, a rap crime drama starring KING in his acting debut
Eight episodes of revenge, redemption and hard-hitting rap arrive on the streaming platform on 8th May
MUMBAI: Prime Video has unveiled the trailer for Lukkhe, an eight-episode musical action drama built around the world of rap, crime and bruised relationships — and it has done so in suitably loud fashion, launching it at a live concert in Mumbai featuring electrifying performances by KING, Amira Gill, Akshath, Raashii Khanna, Ruaa Kayy and RUTVXK. As if that were not enough, the show’s music album was also dropped at the event, in collaboration with exclusive music streaming partner Amazon Music and music label Warner Music India.
The series is directed by Himank Gaur and produced by Vipul D. Shah and Rajesh Bahl under the banners of Optimystix Entertainment and White Guerrilla LLP. It is created and executive produced by Agrim Joshi and Debojit Das Purkayastha.
The cast is the talking point. KING, the acclaimed Indian rapper and songwriter, makes his acting debut as MC Badnaam, a performer consumed by rivalry and hunger for recognition. Raashii Khanna, returning to Prime Video after Farzi, plays Gurbani. Palak Tiwari, making her streaming debut, plays Sanober. Lakshvir Singh Saran plays Lucky. The ensemble also includes Nakul Roshan Sahdev, Kritika Bharadwaj, Shivankit Parihar, Yograj Singh and Ayesha Raza Mishra in pivotal roles.
The trailer plants its flag squarely in the tension between MC Badnaam and his rival MC OG, played by Parihar, while threading in the love story between Lucky and Sanober. The soundtrack, which spans hard-hitting rap anthems to emotionally charged melodies, is as much a character in the show as any of its leads.
Gaur was candid about what drew him to the project. “Lukkhe gave me a chance to dive into a world that’s loud, emotional, and constantly on edge,” he said. “What stayed with me was how every character is chasing something personal, and music becomes their way of expressing it. Working with this cast, especially KING in his debut, along with Raashii, Lakshvir, and Palak, was incredibly rewarding because they brought honesty that elevated every moment.”
Khanna reflected on her character with evident relish. “Playing Gurbani in Lukkhe was a really intense and fulfilling experience,” she said. “What I found most interesting was how her strength comes from something deeply personal, which shapes every decision she makes. It was about finding that balance between vulnerability and grit.”
KING, stepping in front of the camera for the first time, was characteristically direct. “Stepping into Lukkhe as MC Badnaam has been a defining moment for me,” he said. “What drew me in was how real his hunger and need to be heard felt. It’s something I connect with as an artist. Bringing music into his journey made the experience even more personal.”
Tiwari described the role as a first on multiple fronts. “It was my first time working with Prime Video, and the whole experience felt new and creatively satisfying,” she said. “Being part of a story that has both intense and heartfelt moments, along with a team that brought so much honesty to it, made this journey truly memorable.”
Saran, for his part, zeroed in on what made Lucky tick. “Lucky is someone who’s trying to move forward while still carrying the weight of his past, and that push-pull made him really interesting to explore,” he said. “There’s a sincerity to his journey that I hope people connect with.”
Lukkhe premieres on Prime Video in Hindi on 8th May, across India and in more than 240 countries and territories worldwide. In a streaming landscape drowning in crime dramas, this one is betting that putting a rapper at its centre – and meaning it – is enough to cut through the noise. On the evidence of the trailer, it might just be right.
