Startups rope in celebs to engage users online amid lockdown – ETtech


Illustration: Rahul Awasthi

Indian startups have discovered a brand new means to not simply join with current users but additionally draw extra folks onto their platforms, as every part from colleges and faculties to gyms and theatres stay shut.Health and health platform Cure.fit has roped in celebrities and their trainers for online dance, yoga and exercise periods. The app additionally provides reside private coaching for users. Edtech startup Unacademy has began a brand new collection with MP Shashi Tharoor and former high cop Kiran Bedi. Credit card fee startup Cred now permits its members to participate in masterclasses on creativity and productiveness.

Startups rope in celebs to engage users online amid lockdown

These efforts to woo clients come at a time when the nation goes via a nationwide lockdown to comprise the Covid-19 pandemic.Cure.match, the proprietor of Cult health centres, has performed periods with Nora Fatehi, Mandira Bedi, Mouni Roy, Vijendra Singh and Jonty Rhodes. Its health platform Cult.reside at present has over 80 courses in a day, that are attended by round 2,50,000 members. “Digital has been our focus for a while now and during the lockdown having tested the format at a larger scale, we are sure it is the way forward,” mentioned Ankit Nagori, co-founder at Cure.match. “We will continue to offer various digital solutions to our users going forward along with our offline services.”

Startups rope in celebs to engage users online amid lockdown
The built-in health startup, which raised an estimated Rs 832 crore final month in recent funding led by Temasek, has been ready to entice clients from smaller cities the place it has no bodily presence. “With the digital offerings we are enabling users in markets where our physical centres and offerings are presently not available to experience the brand,” he mentioned.

Cred, which rewards members with restaurant coupons and occasion passes after they pay their bank card dues via the app, is now specializing in ‘digital occasions’ comparable to comedy, inventive studying, information periods, amongst others.

The card fee app began these periods across the finish of March. A session on managing productiveness was hosted by Nearbuy co-founder Ankur Warikoo. Comics Tanmay Bhat and Biswa Kalyan Rath took a comedy masterclass.

These modules, in accordance to Cred, are designed to encourage creativity and collaborative studying. “These live sessions are digital experiences for members to make the most of their time with classes by experts on cooking, comedy, wellness and self-development,” mentioned Kunal Shah, founder and CEO of Cred. “Thousands of members spend coins to access each session, and we are looking to host over 100 in April alone.”

Shah mentioned the private finance session was hottest. “It’s not just learning but a whole lot of fun too. Live gigs and gastronomy sessions received phenomenal response and future sessions will be a mix of personal development and lifestyle.”

While these measures are primarily to drive engagement, specialists say that manufacturers are additionally taking a look at such reside periods to create buzz. These periods often range from 30 minutes to an hour.

“We noticed a pointy spike in the reside periods hosted by manufacturers in collaboration with celebrities and in addition specialists who’re common on digital platforms…model entrepreneurs are leveraging this new avenue to capitalize and drive person engagement,” explains Praneesh Bhuvaneshwar, co-founder at Qoruz, an influencer knowledge analytics firm. “This can even become a new norm, post this lockdown phase, considering the social platforms too are boosting this trend.”

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