Facebook targets niche audience with new ‘Lifestage’ app, GroupM brings digital agency Essence to India

Indian digital news of the day - Facebook's new social media app Lifestage is only for Gen Z (those below 21), Essence, in which GroupM had acquired majority stake has been launched in India, and more

Lowe Lintas and LinTeractive unveil inaugural digital campaign for HouseFull: Upcoming furniture and furnishing destination Housefull.com has launched its first brand campaign exclusively on digital platforms, highlighting the durable furniture, by encouraging people to be ‘un-careful’ with their furniture.

Orchard Advertising appoints Ganga Ganapathi Poovaiah as Sr VP and branch head: Orchard Advertising recently appointed Ganga Ganapathi Poovaiah as senior vice-president and branch head for its Bengaluru office.

GroupM brings digital agency Essence to India: Essence, a global digital agency in which GroupM had acquired majority stake in November 2015, has been launched in India. It kicks off with a ‘unified Essence-Maxus team’ based in GroupM’s NCR office. The office is the agency’s fifth in Asia Pacific and third to open this year, after Shanghai and Sydney.

Myntra’s in-house brand Anouk gets bolder with new ad film: After the success of its previous short films under the ‘Bold is Beautiful’ campaign, Anouk, the ethnic wear brand from Myntra has released their fifth film titled ‘The Move’, which also questions the stereotypes ingrained in our society. It highlights the sensitive issue of the challenges which women face to pursue their career after marriage.

#Rio2016 records 187 million views, 75 billion impressions on Twitter: In order to give a better insight to what happened on Twitter, the 140 character news platform provided statistics on how #Rio2016 fared during the entire event. Tweets related with #Rio2016 were viewed 75 billion times while 187 million tweets were sent about the games in total.

Salute heroes for women empowerment through HDFC: Mastercard is inviting cardholders to give back to society through its collaboration with other partners, HDFC Bank and Flipkart. Cardholders from HDFC Bank can nominate their special hero who has been contributing towards the cause of women empowerment and stand a chance to win exciting prizes, as part of “#CelebrateHERoes” Priceless Surprises campaign by Mastercard.

Social Kinnect bags social media duties for UpGrad: UpGrad, a premier edutech company, has awarded the social media duties to Social Kinnect, a Mumbai-based full service digital media agency. The agency’s focus on the brand’s requirements and an understanding of the target audience determined the win. The mandate includes all social media duties and creative campaigns.

Facebook targets niche audience with new ‘Lifestage’ app: Facebook has launched a new social media app- ‘Lifestage’ which is currently available in the US on Apple phones and is available only for those below the age of 21. Those who are 22 and older can download the app, but they’ll only be able to watch videos in their own profile.

What, how, and why WhatsApp is collecting data; Users can still opt out: Facebook-owned messaging company WhatsApp said yesterday that it will be collecting user data including phone numbers, usage patterns, status and login information to perform analytics and for “people (users) to communicate with businesses”. Such information will also be shared with Facebook and Facebook’s family of apps so that it can track basic metrics like how often users utilize services. Medianama analyses the what, how and why.