Reliance ADAG has launched its social networking site BigAdda.com. BigAdda.com is targeting about 10 million registered users in the first year of its launch. The core target audience is 15-25 year olds. The company is looking to push its latest online product with a marketing spend of Rs 50 - 60 million for the first phase that will span three months.
It is estimated that by 2010 there will be 20 million Broadband subscribers, up from 1 million and 100 million Internet users, as compared to 40 million today. The number of Internet users has witnessed an upswing, and so has their need to socialize online and gain acceptance in the virtual world.
The site will primarily involve media sharing of videos, photos and blogs. However, the company is looking to expand its offerings with the addition of new applications like music and mobile sharing.
The company plans to introduce a Music vertical for uploading, streaming and sharing of user playlists. Web Instant Messenger (IM) and wireless interface would also be introduced shortly, which acknowledges the youth’s asynchronous messaging habits and need for connectivity.
At the launch event the panel of speakers too was celebs that are highly popular in their own respective fields amidst the Indian youth community. Present at the event were 5 youth icons to drive their communities online, namely popular glamour photographer Atul Kasbekar, music maestro Shankar Mahadevan, leading Indian female golfer Irnina Brar, top filmmaker Madhur Bhandarkar and Bollywood actress Diya Mirza.
The marketing campaign, based on the tagline "let's catch up," will be heavily driven by television and internet supported by radio, outdoor and multiplex activation. With an existing youth targeted brand Zapak, although bigadda.com will be eyeing the youth demographic, it will be very differently positioned from Zapak.com which has come to be associated with gaming and the recently added email service.
It is estimated that by 2010 there will be 20 million Broadband subscribers, up from 1 million and 100 million Internet users, as compared to 40 million today. The number of Internet users has witnessed an upswing, and so has their need to socialize online and gain acceptance in the virtual world.
The site will primarily involve media sharing of videos, photos and blogs. However, the company is looking to expand its offerings with the addition of new applications like music and mobile sharing.
The company plans to introduce a Music vertical for uploading, streaming and sharing of user playlists. Web Instant Messenger (IM) and wireless interface would also be introduced shortly, which acknowledges the youth’s asynchronous messaging habits and need for connectivity.
At the launch event the panel of speakers too was celebs that are highly popular in their own respective fields amidst the Indian youth community. Present at the event were 5 youth icons to drive their communities online, namely popular glamour photographer Atul Kasbekar, music maestro Shankar Mahadevan, leading Indian female golfer Irnina Brar, top filmmaker Madhur Bhandarkar and Bollywood actress Diya Mirza.
The marketing campaign, based on the tagline "let's catch up," will be heavily driven by television and internet supported by radio, outdoor and multiplex activation. With an existing youth targeted brand Zapak, although bigadda.com will be eyeing the youth demographic, it will be very differently positioned from Zapak.com which has come to be associated with gaming and the recently added email service.
