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Use of social networking sites can boost biz
MUMBAI: Three ad professionals have asserted that calibrated use of social media like Orkut, Myspace, Facebook and Flickr can skyrocket your business in quick times.
Samsika Marketing Consultants Jagdeep Kapoor and Social Wavelength Joint CEOs Sanjay Mehta and Hareesh Tibrewala were addressing a seminar on “Social Media for Corporate Communication and Marketing”, organized by Indian Merchants’ Chamber.
Kapoor said that the traditional mode of corporate communication through the print and electronic media was at best a ‘monologue’, ‘one-way traffic’.
The corporates had no easy way of getting feedbacks from their clients or finding out the consumers’ varied preferences, so as to review and redesign their market promotion strategies.
But with the advent of internet, especially web sites like Googles, Yahoo and Wikipedia, this situation has changed. The corporates could now intelligently engage in ‘a dialogue’ with their potential or existing consumers, so that they can send advertizing messages to the consumer public and get prompt feedback from them, all on realtime basis.
The sites like Ebay, Orkut, Myspace, Facebook, Flickr, Linked In, StumbleUpon, Digg, and Reddit could skyrocket your business overnight, if used intelligently as part of your market strategy.
“But, remember that the quality and other features of product and services which you are offering to consumers must be absolutely wholesome, sound and flawless. Otherwise, your entire marketing strategy may collapse catastrophically,” Kapoor cautioned.
“Do you use an RSS reader like Google, Newsgator or Bloglines? Have you submitted content to a social network? Has your content become “popular” or hit the front page? Do you or a client of yours do social media marketing? This is an entirely new landscape with unlimited marketing potentials. It opens up great scope for building strong brands and finetuning one’s marketing strategies to suit the diverse interests of clients,” he said.
The ad professionals in charge of the marketing strategies for the biggest Bollywood grosser 3 idiots successfully made use of the social networking sites for achieving success. A similar Social Media strategy was also being used for the launch of Ram Gopal Varma’s Rann.
“The social media offers us a superb opportunity to reccee, and be at it now, fast, contemporary. But, first doubly ensure that the direction of your direction is right, and your product is good, flawless. Otherwise, instead of soaring, the rocket may nosedive,” he counselled.
Social media could also be used with great effect for launching election campaigns, raising social consciousness on critical issues and for achieving other wholesome social objectives.
Kapoor adds, “Social media is direct, and low-cost, and hence can suit small entrepreneurs’s budget. Its effect can be enhanced by integrating it with other media vehicles. The social message must remain consistent and must reflect the strong brand image of the corporate.”
Mehta said that social media could be effectively used for advertising, selling, reputation management, listening, customer service, co-creating products and creating B2B relationships.
He cited the successful examples of multinationals using social media as a powerful marketing tool. Dell used it for offering exclusive discounts through Twitter. ”
Tibrewala recommended that a social media strategy should have four key elements of Ps– people, purpose, plan, and process.
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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.
