Roposo is working towards becoming the biggest stage for live ent in India: Mansi Jain

Incorporating influencer marketing has become a vital aspect of marketing strategy for brands and events seeking to expand their audience. This approach helps establish credibility, extend reach, and focus marketing efforts more precisely, leading to greater success in achieving marketing objectives.

Roposo has emerged as a preferred platform for such brands and events due to its large creator community, emphasis on authenticity, high user engagement, innovative ad formats, and data analytics. The brand has been thriving on short-form video content, enabling consumers to shop for top-notch products in real-time with their favourite creators while participating in entertaining, contemporary pop culture within a LIVE, ‘virtual mall’ environment. Brands can leverage the skills of hundreds of top creators, who are not just great sellers, but also great entertainers, connecting with GenZ or ‘Gen Now’ through Roposo.

In conversation with Adgully, Mansi Jain, Senior Vice President and General Manager, Roposo India, shares how Roposo has become the go-to short video platform for brands to connect with Gen Z, the growth of Live entertainment commerce, and more.

What is the role of social commerce/ live entertainment commerce in today’s advertising and branding strategies? How is Roposo shaking up this space?

Live entertainment commerce (or social commerce) is influencing today’s consumers’ buying patterns. Live entertainment commerce offers an authentic and relatable brand exposure, along with measurable results, making it one of the most effective tools for brands to connect with their target audience. High quality content and creative storytelling are an integral part to live entertainment commerce at Roposo.

Having more than 500+ live streamers and 80 million active users, our vision has always been to be the go-to pop-culture-driven live entertainment destination for people across the globe, and to this end, our top creators have been successfully entertaining and inspiring millions of viewers every day. We also tie up with several brands and events to give them a wider reach, provide a diverse and engaging brand exposure, as well as drive sales. In fact, we have been hitting up to 15 million DAUs across categories, such as entertainment, current affairs, gaming, and commerce with 8-10% of our viewers exploring Roposo products during live shows. This number is steadily rising.

What are the advantages that Roposo offers for brands and events like Lakme Fashion Week looking to expand their audience?

With an aim to provide millions of people with unique experiences as well as helping brands to get a wider reach, Roposo has collaborated for several events over the years, including prominent events such as Lakme Fashion Week (LFW), Musicathon, Sneakerfest, amongst others.

Through our association with LFW, we gave fashion enthusiasts a chance to witness behind-the-scenes moments, celebrity interactions, wardrobe raids, as well as an insiders’ look into the event, like never before. Our top live streamers, including Tanvee Kishore, Karan Parihar, Richisha Shah, Nayandeep Rakshit, Renil Abraham, Dheeraj Juneja, and Yashasvi Acharya, live streamed and presented their unique perspectives directly from the venue. In addition to that, they helped Lakme Fashion Week provide the users access to over 10 hours of live content every day from the venue, garnering more than 5 million views in the process. In fact, we also had a physical presence at the event, with our Roposo engagement zone, which was visited by over 70% of the on-ground audience.

The partnership is mutually beneficial as LFW got an opportunity to associate with a Gen-Z focused live entertainment platform that is relevant and fashion-forward. Being the official partner, Roposo had exclusive live streaming rights for LFW. Roposo helped the otherwise premium and invite-only fashion event to reach millions of viewers at once and showcase the latest fashion trends, brands and shows to them.

How has Roposo become the go-to platform for brands to connect with Gen Z? 

Since we transformed from a short video platform to India’s LIVE platform, Roposo has been working towards becoming the biggest stage for live entertainment in India. We have been enabling consumers to discover the best live content, have conversations and share their opinions on all things trending with like-minded individuals and creators, and shop in the process. Furthermore, Roposo’s integration with Glance and its scale as well as our investment into new technologies, have given us the potential to position ourselves as a leader in live and influencer marketing landscape.

In the last year alone, we have partnered with several music shows, concerts, and events, and this is because Roposo helps make the events and brands more accessible to people at their fingertips. Recently, our audience got a chance to experience a 2-day immersive and engaging indie music festival – Musicathon – as well as the most premium lifestyle and fashion event – Lakme Fashion Week – as we collaborated with the brands as their live streaming partners. These associations helped them reach millions of music and fashion enthusiasts, and establish authentic connections with younger consumers, making it the go-to platform for brands.

What is the importance of authenticity in live entertainment commerce and how does Roposo ensure this?

Authenticity is crucial in live entertainment commerce as it builds organic and long-term association with the audience. It also fosters brand alignment and facilitates long-term relationships between influencers and brands, which results in impactful live entertainment commerce campaigns and positive outcomes for both parties.

On Roposo, we enable our creators to conceptualise all live shows. We observe our audience feedback, comments and interests very closely every day and use those insights to ensure our shows are engaging and relatable. We also encourage our live streamers to engage with our audience authentically and take their requests, reactions and feedback during the live show and work towards addressing those. This two-way circle has been extremely helpful.

What has been the experience of top creators on Roposo and their role in driving engagement and increasing their own reach? (Please share a few case studies of top creators)

Our goal has always been to empower creators and help them provide premium and entertaining experiences to all our users.

Working towards our objectives, Roposo expanded its reach to over 80 million consumers, which enabled our live streamers to find audiences and unique entrepreneurial opportunities at scale. For example, DJs from clubs in Goa played their sets for over 600,000 Roposo viewers, which is 1.5 times the peak attendance of the biggest music festivals on the planet. Commerce creators also get access to more than 200,000 potential customers per show, which is much more compared to any offline market store in India. Over the years, our initiatives for live streamers allow them to take advantage of the vast potential that the platform offers while presenting consumers with life-like, elevated live experiences and building sales and engagement rates.

One of our notable live streamers is Ash Daniel, who has gone on to become one of our top 10 creators, amassing over 120,000 views and doubling his number of followers over the last year, clearly showcasing how his engagement rate has grown over the years. Tanvee Kishore is another example, who has been delivering quality fashion and lifestyle content and growing with the platform. In fact, she recently gave people a front-row access to the most popular fashion event – Lakme Fashion Week and garnered an overall of 500K views with a massive engagement rate. She also received collaborations from brands such as Eshaamiin, Lakme, and Ridhi Bansal, clearly proving how Roposo has helped her in establishing herself as an influential voice in her respective industry, and attracting more followers and opportunities for herself.

What, according to you, is the future of live entertainment commerce and Roposo’s potential impact on this industry?

The future of live entertainment commerce is constantly evolving. And with the popularity that live entertainment commerce is currently enjoying, it is certain that influencers will be able to create more authentic connections between brands and their followers, ultimately contributing to the continued growth and success of this sector.

At Roposo, to drive the future of live entertainment commerce from the front, we are enabling and facilitating over 1,000 live streamers to create premium live experiences across categories such as entertainment, music, fashion, and commerce. This will be achieved through in-depth training, mentorship from seasoned industry experts, and numerous collaboration opportunities. Our objective is to empower these 1000 top live streamers and give them the tools they need to make a mark in this booming content and live entertainment commerce category.