MAM

Little Black Book audience is very high intent, says founder & CEO Suchita Salwan

This model helps the brands in getting authentic attention online.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/08/23/Suchita_Salwan.jpg?itok=C4a4kJMZ

MUMBAI: Connecting more than 4 million users to about a hundred thousand brands across 10 cities in the country, Delhi-based discovery and recommendation platform Little Black Book (LBB) is leading a diverse route in the evolving world of content-led commerce. Probably the first home-grown brand helping the audience in exclusively discovering and recommending places and experiences around them, LBB today is an extremely popular reference in the vocabulary of Indian millennials.

LBB founder and CEO Suchita Salwan told Indiantelevision.com that the concept of LBB has grown from a mere discovery and referral platform to a marketing support for SMEs and even larger brands. The platform is not only helping small and medium businesses get popular and increase footfall but is also creating enriching and interesting marketing campaigns for brands like Cadbury’s, W, and Fabindia.

“We have grown tremendously and have secured more than $7 million worth of investments. But the mission of LBB is still the same, as it was when we started it in 2015. The core of LBB has always been about how to discover, what to discover, and for whom to discover. We have based our business on consumer insights, market dynamics, and as well as changing technologies,” she noted.

The platform, which also is available as an app, at first glance might look like any other content platform online with well-written posts on eateries, tourist spots, experiences, and products aided with well-captured pictures and sharing options, but has a very different model of functioning.

Salwan shared, “The content that you see on LBB is community-generated and not created in-house as other traditional content platforms host. That is our key differentiator. Secondly, we are not an entertainment platform like them, but an infotainment channel.”

She added, “The audience that comes to LBB has very high intent. They land on our platform only when they are seeking authentic experiences or places, which they can put their money and time on. For example, someone watching how south Delhi girls talk is there for entertainment and not looking for some brand they might have plugged in.”

This whole model helps the businesses and brands in getting authentic attention that eventually leads to increased recognition, popularity, and footfall in their physical stores or online channels.

Salwan said, “We have two business models. The commerce side of it is very young and recent. For the past 3-4 years, we have been actively working with brands, of every size, and helping them get more eyeballs, and launch new products in a more targeted fashion. Our promise to a brand is better revenue and recognition. We work on multiple sides of the campaign to achieve this. We provide full-stack solutions to Indian brands that want to target the young Indian millennial audience.”

The online platform is quite popular among the masses and has over 1 million app downloads and an average app rating of 4.6 on the Google Play Store, as shared by Salwan. Similarly, most of the brands now recognise LBB and are willing to spend some money on marketing through LBB.

Speaking about how LBB markets itself into the B2B space, Salwan shared that the platform has been lucky in terms of recall. “We have recently grown our sales team and it is quite young. Fortunately, for us, a lot of brand managers are already LBB users and have our app on their phone. They know what our brand is about.”

She continued further, “A large part of our marketing has been really organic. The referral rate on LBB is very high; people telling their friends to download the app as it is very useful. Other than that, SEO is huge for us. We spend a lot on optimisation on Google. Facebook and Instagram are the other recent channels that we use to get consumers on our platforms.”

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/02/fair-lovely.jpg?itok=-HSuYr7S
Fair & Lovely’s new name - 'Glow & Lovely'

NEW DELHI: Hindustan Unilever (HUL) has  unveiled the name of its rebranded face cream product Fair & Lovely as Glow & Lovely. Its skin cream for men will be called 'Glow & Handsome.' It has to be noted that Fair & Lovely accounts for 40 per cent of the face care category in India....

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/02/icici.jpg?itok=sQyZr4zh
ICICI Lombard launches #RestartRight campaign Created by Ogilvy

COVID-19 has impacted lives and businesses across the globe. The human society stands at the crossroads of a ‘New Normal’, something that will alter our future completely. Social distancing and curtailed movement have become the norm. Further, in this changing scenario, health protection through a...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/02/jyothy.jpg?itok=Sf0smFuf
Jyothy Labs launches #VocalforLocal campaign supporting Aatmanirbhar Bharat

MUMBAI: Jyothy Labs Limited (JLL), one of the leading Indian FMCG companies launched a brand new television campaign today in support of the #Vocalforlocal appeal made by the prime minister Narendra Modi. The film narrates the journey of the company’s legacy since 1983 through a beautifully...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/02/an.jpg?itok=Ojx9zCQJ
Kalyan Jewellers appoints ex-L&K Saatchi & Saatchi CEO Anil Nair as independent director

NEW DELHI: As part of a move to expand its board of directors, Kalyan Jewellers today announced the appointment of two new directors and named a new chief executive officer. With this announcement, marketing guru, Anil Nair, joins the company’s board as independent director. A veteran of the...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/02/lays.jpg?itok=vm1Qmasr
Lay’s joins hands with leading brands to thank #heartwork of unsung heroes

NEW DELHI: Earlier this month, LAY’S, one of India’s leading potato chip brands, launched a campaign to express gratitude towards the unsung heroes of India who have brought joy to millions even in these challenging times. Aptly titled #HEARTWORK, the ongoing campaign is a heartfelt, emotional ode...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/02/mrinal.jpg?itok=MQ6iAwc-
Mrinal and Abhigyan Jha show solidarity with budding/aspiring artistes with the launch of ‘The Socho Project’ by MAJ (Mrinal Abhigyan Jha Productions)

India’s foremost television show creator Mrinal and veteran director and serial entrepreneur Abhigyan Jha are set to breathe life into the disgruntled music scene in the country with the launch of ‘The Socho Project’ - the first-ever musical web series in India.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/02/ap.jpg?itok=wJJc2GVE
'Ghar ka Pehredar' – says Asian Paints' new TVC

MUMBAI: Given the current Covid2019 situation, Asian Paints used its expertise and deep understanding of home hygiene to meet the new, non-negotiable hygiene need of our times - sanitisation. The brand launched its first hand and surface sanitizer, Viroprotek in May 2020 and in continuation has now...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/02/scayyer.jpg?itok=YwkFg4ok
Scatter Elevates Founding Members To New Leadership Roles

Scatter, India's leading content marketing company, is excited to announce the elevation of several founding members into new leadership roles. The move comes as  Scatter shifts its focus towards developing in-house products that will boost the marketing ecosystem and facilitate growth, both within...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/02/dan.jpg?itok=--Fj51sz
DAN India bags two golds at 9th Global Customer Engagement Award

MUMBAI: Dentsu Aegis Network (DAN) India has emerged victorious at the 9th edition of the ACEF Global Customer Engagement Awards. While Vizeum India, the media agency from the house of DAN, has bagged a Gold for HDFC Bank’s ‘Ek Festival Aisa Bhi’ campaign, digital marketing agency iProspect India...

MAM Media and Advertising Media Agencies

Sign up for our Newsletter

subscribe for latest stories

* indicates required