Applications
ICC launches World T20 2012 social media campaigns
MUMBAI: The ICC has unveiled a range of social media activations to promote the ICC World Twenty20 Sri Lanka 2012, which begins on Tuesday in Hambantota.
Using the official event Twitter hashtag, #wt20, fans will be encouraged through the global broadcast feed, produced by ESPN Star Sports for the ICC, to share their thoughts on the action and make this one of the most talked about cricket events ever to date.
Exclusive behind the scenes photo and video content will be released on both www.facebook.com/cricketicc, which already has almost 1.3 million fans, and through @cricketicc which is followed by over 425,000 supporters across the globe. Score updates will also be available for all matches from @wt20scores, which will provide regular updates from all matches.
Recognising the global popularity of cricket and allowing it to reach new fans in South Asia, Twitter has launched a special event page in partnership with the ICC on its own platform – the first time this has happened for a major global cricket event – following the success of its event pages with #nascar and #olympics earlier this year. The #wt20 event page, which can be viewed at www.twitter.com/#wt20 contains the very best tweets from organisers, players, media and fans.
The ICC has also been working with Facebook on this and other special events, including the LG ICC Awards, where fans voted for the LG People‘s Choice Awards via a Facebook application, and will be rolling out new Facebook integrations on the ICC Cricket 360 weekly magazine programme in the coming months.
In addition, the ICC is working with its commercial partners to provide a range of incentives to talk about the ICC World Twenty20 on social media. One of the highlights of the activations is a ‘flock to unlock‘ partnership between Emirates Airline and the ICC using the #wt20. Fans will be rewarded for passing various milestones using the #wt20 by unlocking fantastic prizes, including business class flights and Skywards miles, which they will have a chance to win through entering competitions that will be run simultaneously on the Emirates Airline and ICC Facebook pages.
Other visualisations on the event site, available at www.icc-cricket.com, will include a leaderboard, which will track the most talked about teams and players, presenting a unique way for fans to follow the most talked about moments of the event.
Further social media activations will be unveiled during the course of the tournament.
Applications
Inshorts Group chief Deepit Purkayastha joins IAB video council for Southeast Asia and India
The co-founder and chief executive of the short-form content platform has been inducted into the IAB SEA+India Video Council, giving India a stronger voice in shaping digital video frameworks
NOIDA: India has long been the world’s most chaotic, multilingual and mobile-first digital market. Now, one of its most prominent short-video executives is getting a seat at the table where the rules are written.
Deepit Purkayastha, co-founder and chief executive of Inshorts Group, has been selected as a member of the IAB SEA+India Video Council for 2026. Run by the Interactive Advertising Bureau, the council brings together senior leaders from Southeast Asia and India to shape standards, best practices and measurement frameworks for the fast-evolving video and digital advertising ecosystem.
The timing is pointed. According to the IAMAI-Kantar Internet in India Report 2025, over 588 million Indians are now consuming short-video content, with growth increasingly driven by rural and non-metro audiences. India’s active internet user base has crossed 950 million, with 57 per cent of users now coming from rural markets. Yet the frameworks that govern how video consumption is measured and monetised were largely designed for single-language, Western markets and have struggled to keep pace with the scale, diversity and complexity of India’s digital landscape.
Purkayastha is no stranger to these debates. He already serves on the AI Council at Marketing and Media Alliance India and as co-chair of the Digital Entertainment Committee at the Internet and Mobile Association of India. His induction into the IAB SEA+India Video Council extends that influence into the global video standards arena.
Inshorts Group sits squarely at the intersection of these forces. Its flagship product, Inshorts, India’s highest-rated short news app, reaches 12 million active users with 60-word news summaries. Its sister platform, Public App, reaches 80 million monthly active users across more than 700 districts and 12 languages, serving communities that most global platforms barely register.
Purkayastha said the opportunity was about building something more representative. “India today sits at the centre of the global video ecosystem, but the frameworks that define how value is created and measured have not always kept pace with the realities of our market,” he said. “Being part of the IAB SEA+India Video Council is an opportunity to contribute to a more representative and future-ready approach, one that accounts for diversity in language, context, and user intent.”
As a council member, Purkayastha will contribute to shaping regional standards across video advertising, measurement and platform governance, with a focus on frameworks that are native to India’s multilingual, mobile-first ecosystem rather than imported from global benchmarks designed elsewhere.
For years, India has been content to play by rules written for other markets. Purkayastha’s induction is a signal that it is done waiting to be consulted and ready to start writing them.
