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Flipkart Video strengthens focus on nonfiction interactive content

MediaInfoline July 14, 2020
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Flipkart Video, the in-app video platform on Flipkart is continuing to carve a niche in the nonfiction genre, offering differentiated, interactive content, which is mobile first.  With a deep understanding of the consumer ecosystem and a focus on interactive, short-form original content tied with tangible rewards, it has now introduced two new quiz based shows, ‘Super Fan’ and ‘Fake or Not?’.

Both these shows will cater to diverse audiences. While ‘Super Fan’ is a celebrity focused quiz show, ‘Fake or Not?’ addresses the need to curb misinformation and identify real from fake in a fun and engaging manner. Hosted by renowned film critic Anupama Chopra, Super Fan will be the ultimate test for ardent Bollywood fans. It will bring forth the never-seen-before side of popular Bollywood celebrities and reveal details of their lives that only their inner circle has been privy to so far! The show has a star studded lineup of guests including Kareena Kapoor Khan, Sara Ali Khan, Ananya Pandey, Taapsee Pannu and Jacqueline Fernandez, to name a few.

Flipkart Video in support of the United Nations’ ‘Verified’ campaign also recently launched ‘Fake or Not?’ with actress, comedian and writer Mallika Dua who plays the role of news anchor ‘Mythika Dutt’, set out to quash fake news and beliefs. The show thoughtfully combines entertainment with a subtle touch of humor while still educating the audience to share and trust only verified information. Many questions that are part of the show address common misconceptions surrounding the COVID-19 pandemic.

Prakash Sikaria, Vice-President of Growth and Monetisation at Flipkart said, “A large percentage of the content consumed on the Flipkart Video platform today is interactive content, where there is something new for the viewers everyday. As the mobile screen continues to be the primary access point for personalized commerce, content, games and entertainment experience for most of the Indian population today, our focus is to introduce short-form and interactive content, that not only entertains audiences from across the country but also enables these users to participate and build a sense of community, no matter where they are located.  We have seen tremendous acceptance amongst users for the last few concepts and are ready to expand this portfolio, with two new interactive shows that further strengthen our offering, giving consumers a compelling reason to visit us everyday and spend more time on the app.”

Flipkart has created a unique platform by providing distinguished content that is focused on the entertainment needs of Indian consumers today. Its mobile-first approach coupled with engaging and entertaining content has been well received by users across the country. People today are seeking to engage with short-form content that is compelling and entertaining on a daily basis, with reports suggesting that more than 80% of content is being consumed on mobile phones. With most people spending time indoors over the past several months, Flipkart Video continues to be user-first and believes in the importance of enhanced entertainment and engagement which is not behind a paywall. In the months to come, Flipkart Video will continue to work with renowned partners to bring forth first-of-its-kind interactive content across genres and languages that is easy to consume, thus diversifying into interesting formats while aiming to build a wider user base.

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