Hypothetically speaking, there is no one who can challenge the power of digital media. Practically speaking, there is nothing more powerful than Internet. Well, both spell out the same thing. You’ve got the idea, Internet is the means, it’s the platform for the young and the innovative. Small is big online. One scroll through the social networking sites will introduce you to a new world of branding. Brands that might not be visible in the material world but are making their presence felt in the virtual world. The new market rule says—new on shelves, get net smart.

“Today, branding is about new concepts and social media is an attribute. The market penetration is higher as we have varied demographics on social networking sites. Especially, the younger generation, who spend most of their time online,” says GS Bhalla, CEO, Cocoberry, India. The frozen yogurt chain that recently made foray into Chandigarh has been utilising the social media as a platform and getting results. “It is a good way to reach out,” says Bhalla.

Cocoberry has been generated over 45,000 fans on Facebook and more to follow with each passing day. Spread across five major cities, Cocoberry has utilised its fan following in a productive way. “We get feedbacks and advice from our fans online and we try to implement it as required. Sometimes they suggest toppings, the flavours and new recipes as well. It’s easier than going for market surveys, researches or feedback campaigns since there is a direct interaction with our fans,” adds Bhalla.

Though generating the sheer numbers on the fan page is not an art whereas to maintain the consistency in terms of providing the instant or quick responses to customers’ queries on day-to-day basis and to make them feel personal for the brand is. “The trend is not new to the market. It’s been there for a while with some major global players opting it as a safe and economical branding technique. Though young Indian brands have just woken up to it,” says Raehat Mundi, owner, Rae’s-22. Rae’s eight-month-old bakery and café too finds its place online with its own community on FB.

Information for inspiration, KFC has 7,416 fans worldwide, Mc Donald’s has 14,261 fans worldwide, Papa John’s pizza chain has 2,595 fans all over the world and Dominos Pizza, has 12,000 fans.

However, some Indian brands are doing better in comparison. Snapdeal.Com, an e-commerce consumer service that features a daily deals with discounts at leading restaurants, spas, dance classes, weekend getaways, and other forms of entertainment, has created the benchmark by generating over 60,597 fans on Facebook. Snapdeal has been generating most of its business through Facebook. “Given the strong consumer value proposition, one of the most effective mediums of disseminating information about these great deals is through social media. It’s smooth and fast and cost effective, as on the marketing side, a lot of our brand awareness is created for free by consumers communicating with friends on social media,” says Kunal Bahl, CEO, Jaspar Infotech. With 70,000 fans on Facebook and a very active community on Twitter, SnapDeal has witnessed first had the power of social media. Each day it offers plenty of discounts to its patrons, and ensures the regular interaction with its fans.

That’s not it. Menus and feedbacks apart, even hiring is being done through these fan pages. “At the corporate level, these portals help us to find suitable employees as well, as the interaction is informal and for better understanding than just the crammed answers you get otherwise,” says Bhalla.

Also, it makes the branding fun. “The youth factor works here as they want something funky and interesting, even if it is a cup of coffee. So, posting pictures, quotes and recipes makes things easy,” Raehat closes the discussion.

nehawalia@tribunemail.com 

Higher studies, coveted internships or career growth — children are no longer home with parents. But then, this is time when these birds, who have long flown away from the nest, return home to celebrate the festivals. Diwali is one grand occasion, when children, wherever they are, try to come home. And that makes this festival of lights only bigger and better for parents. We talk to city mums on what keeps them on their toes before apple of their eye makes that precious visit home.

We catch Monika from Monika’s Puddings n Pies when she is on the phone with her son discussing his vacation plans. “Pranav is a pilot with Kingfisher. And, he needs to apply for leave well in advance.” Pranav has duly done that and the family is looking forward to those special four days when all four of them will to be together. “We all are foodies in here. So, these four days it’s going to be ghar ka khana that Pranav loves,” she shares. While breakfasts are reserved at his Nanis, it’s going to be his favourite mutton curry for meals when Pranav lands home, followed by saag with makki ki roti and the list is endless. “It’s not as much about food as much about the love and affection that goes in preparing and serving it,” says Monika and we agree.

Sushma Gupta, administrator, British School is going to keep her son Tushar’s favourite rajmah chawal with green chutney and onions in nimbu ready when he comes home from Pune, where he is studying law. Aloo puri is the next here, but before that she has made sure that Tushar’s room is clean and the list to shop ready. “I love going with him to friends’ place distributing sweets. This is the only time when he gets to meet all,” she shares.

This is first Diwali for Jaya Inderjit Singh when her darling daughter Preamvadaa (Noni) is in hostel. And Jaya wants to be the first parent to pick her girl up. “Noni’s annual function is on October 30. I am staying 29th night in Spatu so that I am the first parent to see my child,” shares Jaya. Noni has done well in her tests and Jaya is leaving no stone unturned to make this Diwali special. “Noni loves wearing suits and bangles. Though, personally I prefer her in westerns but this time whatever she says,” she avers. Jaya has already short-listed the shops she wants to take Noni to. “Traffic is going to be bad around Diwali, but even then I will take Noni wherever she says.

This mother-daughter duo finishes the gift giving ritual three-four days before the festival and spends the rest decorating and welcoming people home. “We decorate home with lots of lamps, candles and diya. I draw rangoli, and Noni fills in colours and then there is puja that we together,” says Jaya.

Puja is the mainstay of this festival feels Monika. “Puja to hoti hai jab sab saath main ho,” she says. And when it comes to Diwali, party is not complete without crackers. “Paranav love them,” she adds. And, so does Tushar. “They top his shopping list,” says Sushma.

Children not only fill the home with happiness but also bring friends along. “When Pranvav comes so do his friends. So we really look forward to meeting them as well,” says Monika.

This Diwali is going to be special for Aruna Sood as she has a new-born grandchild and, to top it, her daughter is coming from abroad with her two kids. “I am so looking forward to it,” says elated Aruna who has got her house painted, flooring redone and gifts bought. “It’s a home full with kids that gives true happiness and I am lucky, we have all of them this Diwali.”

mona@tribunemail.com

Hollywood actor Jessica Biel hides her mobile phone when she drinks alcohol because she regularly annoys her friends by calling them up after she is drunk.

Biel is dating pop star Justin Timberlake and admits she is a "fun, giggly drunk", but often gets carried away and calls her pals while under the influence.

"Lately I have been drunk dialling a lot, which is really weird. I literally have no idea what I have done," said Biel.

"This has never happened to me before by the way. It has just started to happen to me now, although I'm not sure why," she added. — IANS

Hollywood veteran Michael Douglas, who is currently recovering from throat cancer, was petrified of reprising his iconic character Gordon Gecko in Wall Street: Money Never Sleeps.The actor won an Academy Award for his portrayal of Gekko in the 1987 original Wall Street and at the age of 66, Douglas said enacting the character, without the trademark characteristics, was quiet a task.

"When director Oliver Stone, offered me the part in the first film I don't think I was necessarily the first choice. Maybe the third. It was a crucial time in my acting career, 23 years ago, and played a very important part. Also the part was very colourful. The decision to strip Gecko of all his accoutrements and the armour, all the stuff that made him so colourful, was little nerve-wracking," said the actor.

However, Douglas's co-star in the movie, Shia LaBeouf couldn't stop raving about his performance and labeled him as an "American institution" after working with him."He has a face they're going to paint on walls.They're going to remember him forever. You can't say that about a lot of people. He's an American institution. It's intimidating and incredible and exhilarating and rewarding," said LaBeouf. — PTI

Queen of Pop' Madonna has been spotted getting close to a younger man, and it's not her toy-boy lover Jesus Luz.

The 52-year-old hitmaker was spotted kissing her choreographer Brahim Rachiki during a recent night out.

The Vogue hitmaker has been in a relationship with the 24-year-old Brazilian model since 2008 but Rachiki seems to be the new man in her life.

Rachiki, who choreographed Madonna's Sticky & Sweet tour was seen clubbing together in New York's SL nightspot and passionately kissing each other in front of revellers.

"They came in together and were holding hands in a private area. Madonna got up and was dancing for an hour straight before going back to her man. They immediately started making out in front of other guests. After working the dance floor, they found more private seating where they hugged and kissed for the rest of the night," a source said.

Rachiki is well known in the music business.

In addition to working with Madonna, he also choreographed for Michael Jackson and collaborated on the King of Pop's concert and movie, This Is It!. — PTI

Hollywood power couple Brad Pitt and Angelina Jolie were recently spotted making out on the set of The Salt star's directorial debut in Hungary. The two were pictured sharing several smooches on a bench. And Pitt, 46, was seen taking photographs of a cheerful Jolie, 35.

Recently, Jolie released a statement, firing back at critics who are spreading erroneous reports that her still-untitled movie -- a love story between a Serbian man and a Bosnian woman during the 1992-95 war - centers on a rape victim who falls for her captor.

"There are many twists in the plot that address the sensitive nature of the relationship between the main characters, and that will be revealed once the film is released," she said. "My hope is that people will hold judgment until they have seen the film," she added. — ANI

Four ‘disturbing’ photos of a bruised and battered Rihanna, taken after the popstar was assaulted by ex-boyfriend Chris Brown last year, are being shopped around by an unidentified person.

The photos were taken in a Los Angeles emergency room where the 22-year-old was treated after being attacked the night of the Grammy awards in February 2009.

The US website reports it was offered four shocking pictures of the badly battered singer, but it turned them down after judging them too disturbing for publication.

Last April, Brown, a chart-topping R&B singer, pleaded not guilty to threatening and assaulting Rihanna who he was dating at the time.

A week after the incident, he released a statement saying he was "sorry and saddened over what transpired". The then 19-year-old Brown was dropped from lucrative ad campaigns for Wrigley's gum and Got Milk.

He eventually pleaded guilty to a felony and accepted a plea deal of five years' probation, six months of community labour and a year of domestic violence counselling for the attack. — PTI

The Wedding Show 2010 is on at Hotel Shivalikview-17 with apparel, jewellery and electronics on display. The best grab here is Diwali stuff like diyas, candles and readymade rangoli patterns. Must check-out are vibrant electronic lamps from Bangkok starting from Rs 900 and some of the eclectic jewellery pieces from Thailand.

Various boutiques are displaying salwar suits and saris. Atulyah has interesting Banarasi kurtas for children. Apart from that, this exhibition has the regulars like paan supari stall, water purifiers, electronic tandoor, beanbags, paintings and other decorative stuff on display. — TNS

On till Monday

Festivity is in the air and Gurjari has brought an amazing collection of little knick-knacks for your home and you. On at Panchayat Bhavan-18, this exhibition has lots to offer-brass idols, beautiful jharokhas with brass and minakari work that one can use for decoration or put a mirror or photograph in and vandanvars.

Must check are suit sets in tie-and-dye, bandhani, kutch and aari work. There are some with interesting yoke patterns like angrakha with starting from Rs 800. One can find traditional gharchola saris in georgette, chiffon and silk starting from Rs 1,900. For men there are striped cotton shirts for just Rs 173. Check out the patola and tie-and-dye woollen shawls. One can pick up traditional chappals and juttis in vibrant colours and in pure leather here.

The jewellery stall has interesting solitaire rings and huge stone pendants and earrings. There is a good collection of silver-base jewellery with kundan and mina work.

This exhibition also brings bedcovers in mirror work, kantha and aari work. One can find similar dining table sets in such work as well as beadwork.

On till October 31