New Delhi: Branded content often blurs into tokenism but when done right, they emanate the brand’s voice while toeing in line with content that speaks for itself.
This week, BuzzInContent.com has included work done by Tinder, WeddingWire, redBus, Shaadi.org and vivo.
Tinder hosts girl talk with Kusha Kapila and Vani Kapoor to ‘Swipe Ride’
Tinder is back with the fourth season of Tinder’s Swipe Ride. It’s a show that aims to celebrate conversations about what Indian women want from their dating lives. The first episode this year features bollywood actress Vaani Kapoor and premiered on Wednesday, August 14, 2024 on Tinder’s Youtube channel and streamed exclusively on JioCinema.
Content creator and actor, Kusha Kapila, takes the driver’s seat once again with a celebrity guest in the back. Together they pick up a Tinder user, Panthi Shah, a 23-year-old marketing manager and aspiring model, who is on a quest to find romance.
With a Tinder bio that reads “Pasta, puppies, and looking for a potential partner in crime,” Shah is all set for a pottery date planned by her Tinder match, Yash, a graphic designer who shares her love for adventure.
On this Swipe Ride drive, the girl trio spill the tea on the magic of spontaneous first dates, setting healthy boundaries, self-expression, and how Shahrukh Khan remains the ultimate dream boy who bridges the gap between Gen Z, millennials and boomers.
2. WeddingWire India hosts masterclasses in wedding planning under ‘Shaadi Ki Pathshala’
WeddingWire India, a subsidiary of The Knot Worldwide, announced the launch of “Shaadi Ki Pathshala -India's 1st wedding school for couples” - a 4-series masterclass on planning your wedding online.
This brand initiative aims to address the growing demand for robust wedding planning resources in preparation for the upcoming wedding season for a stress-free planning journey.
The campaign offers masterclasses in the form of vodcasts. Shaadi Ki Pathshala features WeddingWire India’s in-house professionals and covers various facets of the wedding planning journey, from planning their wedding budget (with insider tips on average wedding costs, and budget management) to finding the ideal vendor on the WWI marketplace, using free WWI wedding planning tools and more. Each episode will be available on their website along with detailed blogs.
3. From ‘chug chug’ to ‘chai chai,’ redBus converts railway sounds to anthem
This crowdsourced project transforms the sounds of Indian trains, shared by redRail users, into a musical composition, produced in-house and shared on redRail’s YouTube and Instagram platforms. It is a tribute to the role of railways in the freedom struggle and the role they continue to play in India.
Inspired by sounds – platform announcements, chug of trains, tea sellers, and the cheerful voices of passengers and vendors, the “Sound of Nation” encapsulates the sounds of India’s railways.
This campaign by redRail asked users to share sounds which captured the essence of railways for them. The ‘Sound of Nation’ medley weaves these crowd-sourced train sounds into an Indian electro-fusion melody.
4. Shaadi.org raises awareness about married women’s financial independence
As part of the initiative, which coincided with the 77th Independence Day, the platform created a social film, alongside partnering with organisations like Udayan Care across the country, aimed to champion women’s financial independence with a mission to bring married women back into the workforce.
To shed light on the challenges married women face when it comes to becoming financially independent, Shaadi.org unveiled a social film. It unfolds around a family gathered around a bonfire, where a father is narrating a horror story to the children. He describes a “Stree” in a bloodied saree with wild, unkempt hair who terrorises a village, swallowing both young and old. He continues how, despite the villagers’ repeated efforts, they could not drive her away - until one day, she vanished, not to be seen for two months. The father pauses and asks the children where they think the “Stree” disappeared. Unexpectedly, one child eagerly responds, “She got married and had to quit her job!”
This answer leads the other kids, especially the boys, to laugh while the adults exchange knowing glances.
5. vivo India invites entries for second edition of Imagine Smartphone Photography Awards
On the occasion of World Photography Day, vivo has unveiled the second edition of vivo Imagine Smartphone Photography Awards, aiming to celebrate the power of imagination, encouraging photographers to push the boundaries of creativity and showcase their perspectives through the lens of their smartphones.
Writer and Film-maker Zoya Akhtar will lead the jury, joined by photographers Vineet Vohra, Rakesh Pulapa, and Aamir Wani.
The awards encompass six categories: Nature and Wildlife, Architecture, Portraits, Night and Light, Motion and Street Photography. As entries close on September 8, the jury will select 30 finalists. These finalists will face a challenge to submit their work for final evaluation. They will also attend photography masterclasses led by photographers and jury members.
The grand prize winner will receive a cash prize of Rs 5 lakhs, while six category winners will win a vivo X100 Pro each at the grand finale event to be organised in Mumbai.
Participants will submit their entries through the official vivo website (vivoimagine.com), starting August 19, providing basic details, selecting categories (Nature and Wildlife, Architecture, Portraits, Night and Light, Motion, and Street Photography), and uploading their shot images. The entry submission will close on September 8.
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