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<ul><li><keyword id="2517934" type="PERSON" weightage="20" keywordseo="Bhuvan-Bam">Bhuvan Bam</keyword> has 20 million subscribers on YouTube, 11.5 million followers on Instagram and over 3 billion collective views for his videos.</li><li>Business Insider caught up with Bhuvan Bam and his right hand man <keyword id="228356" type="PERSON" weightage="20" keywordseo="Rohit-Raj">Rohit Raj</keyword>, who looks after the business of content created by Bam.</li><li>Raj runs Artist Aadmi – a boutique talent management agency and is also the business partner for Bam’s famous Youthiapa Fashion, a merchandise line.</li></ul>Bhuvan Bam is a man with multiple talents – an actor, <keyword id="2255176" type="PERSON" weightage="20" keywordseo="content-creator">content creator</keyword> and a singer. One of the first Indians to have 20 million subscribers on YouTube, 11.5 million followers on Instagram and over 3 billion collective views for his videos across platforms. Behind the scenes of it all, Business Insider caught up with Bhuvan Bam and his right hand man – Rohit Raj, who looks after the business of content created by Bam. Raj runs Artist Aadmi – a boutique talent management agency and is also the business partner for Bam’s famous Youthiapa Fashion, a merchandise line. <cmsannotation type="cmsannotation" annotationid="Beyond being a YouTuber" comment="subhead" text="Beyond being a YouTuber">Beyond being a YouTuber</cmsannotation> Bam also hosts a digital series on YouTube called 'Titu Talks' in which actor Shah Rukh Khan was featured as the first guest. Bam’s selling point has been the multiple fictional characters he has built, which he calls his ‘little universe’. But he’s ready to expand this universe in different platforms and formats. “People are ready to watch anything today. There are so many genres for a content creator to experiment. Content consumption and people’s preferences will keep changing too,” said Bam. The duo, who started working together in 2016, have also turned producer and launched BBkiVines Production Ltd, through which they are working on Bam’s first long format project, Dhindora. “Bhuvan was always very clear that we have spent so much time creating these characters and their universe and there is a recall for these characters. So, two years ago, we ideated that we should come up with a long format production house and that’s how BBkiVines Productions came into being,” said Raj. The merchandise line Youthiapa is also built on Bam’s characters and their popular one-liners. “We only sell it through our own e-commerce platform, and we design, produce and market it ourselves,” said Raj. While they didn’t share details of how the e-commerce brand has grown and the number of orders, they claim that they have ‘a couple of lakh’ customers solely by using Bam’s social media presence as marketing. <cmsannotation type="cmsannotation" annotationid="How do they choose brands?" comment="subhead" text="How do they choose brands?">How do they choose brands?</cmsannotation> Both of them laughingly admit that they used to work in their pyjamas, even before the work-from-home life started. While Bam is the brain behind the content he produces, Raj is the man who gets the business going. And both of them admit that it’s important for a content creator or <keyword id="1864633" type="PERSON" weightage="20" keywordseo="Influencer">influencer</keyword> to also think about the financial aspects of their business. “A content creator must think about the financial aspect of his work, the brands that are coming in. It’s important you realise this early. Don’t fool yourself. But obviously don’t neglect the creative process. If I can create content, build a market for it and also look at the finances, then I’m an all-round artist. All three aspects are very important,” said Bam. But just making money wasn’t what they had in mind. Raj works on aligning Bam’s content and the brands that come their way. “In the first one year of us working together, we went for a lot of commercial meetings but we didn’t convert all of them into business. We were clear about the brands we want to associate with or the way we wish to integrate these brands with Bhuvan’s videos. We wanted to keep it organic, we don’t go and hunt for work” he said. <cmsannotation type="cmsannotation" annotationid="Working with new laws and taxes" comment="subhead" text="Working with new laws and taxes">Working with new laws and taxes</cmsannotation> YouTube had <a href="https://www.businessinsider.in/tech/news/youtube-will-begin-deducting-us-taxes-from-payments-to-creators-as-early-as-june-2021-for-creators-outside-of-the-us/articleshow/81443725.cms">recently said</a> that for its creators in India and outside of the US, its parent Google said that it would begin deducting US taxes from payments to creators as early as June 2021 from creators outside of the US. Earnings from viewers in the US through ad views, YouTube Premium, Super Chat, Super Stickers, and Channel Memberships will be taxable. However, while they await more clarity Raj said that the taxation won’t be on the entire YouTube revenue. “For an Indian creator whatever money they are making out of the US, there will be a 24% deduction on that amount. So for people creating content in Hindi the damage will be lesser,” he said. But that’s not it. The Advertising Standards Council of India (ASCI) has released draft guidelines for the influencer community, which requires them to demarcate sponsored content clearly. But Bam isn’t worried about it, in fact he encourages the new guidelines. “As long as creators don't mislead the audience it’s fine. Many times people have posted things just to get people to click on it or visit a website. But so many influencers are now clearly mentioning that it’s a sponsored post,” said Bam. And Raj, the man who will have to ensure brands still get their way in the partnerships, goes back to his point of ensuring that even a sponsored post is made in a creative manner. SEE ALSO: <a href="https://www.businessinsider.in/science/space/news/how-water-reached-the-earth-it-always-had-it/articleshow/81986838.cms">The Earth did not get its water from asteroids — it may have had it all along</a> <a href="https://www.businessinsider.in/thelife/personalities/news/nethra-kumanan-the-first-woman-sailor-from-india-to-qualify-for-the-olympics/articleshow/81984720.cms">Meet Nethra Kumanan — the first woman sailor from India to qualify for the Olympics with a love for Bharatnatyam</a>

Bhuvan Bam and his partner-in-crime Rohit Raj share how they have turned the YouTuber’s content into a business

<ul><li>Bhuvan Bam's YouTube channel BB ki Vines has hit a new high.</li><li>The year 2021 seems to have begun on a highly positive note for Bhuvan because besides having reached milestone viewership statistics, he launched Youthiapa 2.0 expanding his homegrown merchandising brand that is an embodiment of individuality, self-awareness, boldness and expression.</li></ul>YouTuber <keyword id="2517934" type="PERSON" weightage="20" keywordseo="Bhuvan-Bam">Bhuvan Bam</keyword>, who has become India's first independent digital content creator whose channel 'BB Ki Vines' has crossed a record 3 billion collective views reach and cross 20 million <keyword id="74132" type="PERSON" weightage="20" keywordseo="subscribers">subscribers</keyword>, says: "These growing numbers are indicative of the <keyword id="67894" type="PERSON" weightage="20" keywordseo="things">things</keyword> I'm probably doing right." Commenting on achieving this milestone, Bam said, "I feel extremely gratified and thrilled for all the love and validation I've received so far. Everyone knows being a digital influencer or a YouTuber wasn't my plan to begin with, but things just fell into place by chance and here I am today, overwhelmed with the magnitude of appreciation from <keyword id="70142" type="PERSON" weightage="20" keywordseo="Viewers">viewers</keyword>. "These growing numbers are indicative of the things I'm probably doing right and I hope I can continue to entertain people while also creating an impact socially," says an elated Bhuvan. Having created iconic characters like Bhanchoddas, Sameer Fuddi, Titu mama, and others, Bam is now also gearing to release his latest and most awaited series -- 'Dhindora' - that the artist has diligently shot for, despite the pandemic. Bam has been known for empowering youth by creating realistic, impactful and thought provoking content from a very 'real' conversational lens. His <keyword id="144248" type="ENTERTAINMENT" weightage="20" keywordseo="Videos">videos</keyword> touch upon subjects related to the life of an urban teenager that need contemplation and uninhibited discussion. The empathetic nature of these videos that come with a dose of rib-tickling humour has been the most appealing factor for viewers, keeping them hooked to watching this fast-rising digital phenomenon. The year 2021 also saw Bam launching Youthiapa 2.0 which is an expansion of his homegrown merchandising brand. SEE ALSO: <a href="https://www.businessinsider.in/budget/news/indian-government-budget-dilemma-curb-the-sale-of-cigarettes-or-let-the-over-12-billion-tobacco-industry-provide-the-much-needed-cash/articleshow/80340422.cms">Indian government’s budget dilemma – curb the sale of cigarettes or let the over $12 billion tobacco industry provide the much needed cash</a> <a href="https://www.businessinsider.in/business/startups/news/zoom-dropbox-backer-salesforce-ventures-makes-its-first-investment-in-india-in-hr-tech-startup-darwinbox-which-claims-to-have-grown-by-200-during-lockdown/articleshow/80341562.cms">Zoom, Dropbox backer Salesforce Ventures makes its first investment in India in HR tech startup Darwinbox, which claims to have grown by 200% during lockdown</a> <a href="https://www.businessinsider.in/stock-market/news/home-first-finance-company-hffc-is-set-to-launch-its-1153-crore-ipo-on-january-21/articleshow/80341439.cms?upcache=2">Warburg Pincus-backed Home First Finance Company to launch ₹1,153 crore IPO on January 21</a>

Bhuvan Bam on being India's first digital content creator with 3 billion collective views reach and 20 million subscribers

<ul><li>Bhuvan just became the first Youtube sensation to attend the <keyword id="69007" type="ORGANIZATION" weightage="20" keywordseo="World-Economic-Forum">World Economic Forum</keyword>’s annual meeting at <keyword id="100810" type="COMPANY" weightage="20" keywordseo="Davos">Davos</keyword>. </li><li>At the meet, he will attend conferences and will also be vlogging his experience to educate his audience on the discussion of a cohesive and sustainable world. </li><li>Bhuvan is as famous as any other Bollywood celebrity in India. </li></ul>In 2015, a 21 year old realized that very few people were making YouTube videos in Hindi. That was how India’s first youtube star, <keyword id="2517934" type="PERSON" weightage="20" keywordseo="Bhuvan-Bam">Bhuvan Bam</keyword>, was born and so did his channel “BB Ki Vines”. Back then, India had few homegrown comedians. The Viral Fever and All India Bakchod were creating content, but in English. “I thought I should bring some kind of humour. I’ve grown up watching Kader Khan, Johnny Lever, Govinda kind of movies, David Dhawan movies, ’90s and early 2000s movies. And that was a good change for people. The language barrier was at a breaking point,” Bhuvan<a href="https://qz.com/india/1456007/the-making-of-bhuvan-bam-indias-biggest-youtube-star/"> told Quartz. </a> Five years on, Bam has a wide fan base and his videos received a billion views. He is now as famous as any other Bollywood celebrity in India — and celebrities like Karan Johar are in awe of him as well. He will now go where no one expected this expletive spewing YouTuber will go --- to the World Economic Forum. There he will rub shoulders with top Indian and international CEOs. However, he has a story to tell on how he captured the pulse of young Indians. He is also a part of a discussion on a cohesive and sustainable world. And is also likely to attend a dinner hosted by YouTube CEO Susan Wojcicki, who is inviting creators from around the world. Bollywood actor Deepika Padukone will also be attending the event to speak about stigma around mental illnesses. <div type="Slideshow" msid="73473449" hostid="261" title="YouTuber Bhuvan Bam heads to World Economic Forum in Davos to tell his story" firstImageMsid="73473540" slideCount="3"></div>

How far can you go with YouTube — A Delhi college boy reached Davos in 5 years

<ul><li>The creative mind behind one of YouTube’s most subscribed channels, BB Ki Vines, to help Myntra establish a deeper bond with India’s digitally-savvy audience, starting this festive season.</li><li><keyword id="2517934" type="PERSON" weightage="20" keywordseo="Bhuvan-Bam">Bhuvan Bam</keyword> and Myntra will co-create content. </li></ul>Myntra announces Bhuvan Bam as its first <keyword id="10067671" type="UNKNOWN" weightage="20" keywordseo="digital-brand-ambassador">digital brand ambassador</keyword> to further engage with the brand’s fashion-forward, and tech-savvy customers, starting this festive season. As part of this strategic association, Myntra and Bhuvan will co-ideate and create content that effectively communicates the brand’s uber proposition in an innovative, highly-relatable, and entertaining manner that goes beyond the traditional forms of communication. Bhuvan’s journey to stardom perfectly exemplifies the rise of a new kind of ‘digital’ celebrity that represents the interests of contemporary consumers. The inclusion of fashion and lifestyle conversation in his relatable yet creative content will accelerate Myntra’s efforts of tapping into the fashion-centric audiences and beyond. Bhuvan burst into the limelight after he became the first Indian individual YouTube content creator to cross 10 million subscribers through his comedy channel, BB Ki Vines, in 2018. His content continues to resonate across millions of people, with BB Ki Vines garnering 19 million subscribers and 2.75 billion views. The multi-talented comedian and musician’s army of social media followers is not limited to YouTube only. The 26-year-old Filmfare award winner is a roaring sensation on Instagram as well, with over 10.5 million followers. Bhuvan is India’s first-ever digital star who has pioneered as an ambassador in online fashion space with Myntra. His engaging social media presence, high resonance with the people will help Myntra strike a chord with his strong fan base cutting across demographics. Speaking after being named digital brand ambassador for Myntra, Bhuvan, said, “I look forward to creating quirky yet relatable fashion-focused content with Myntra that will help countless young people comfortably and confidently express themselves through fashion. I am extremely proud to contribute to Myntra’s vision of powering the fashion tastes and preferences for an entire generation of people coming through.” Commenting on the association, Harish Narayanan, Head of Marketing, Myntra, said, “Bhuvan is a welcome addition to Myntra’s efforts to reach out to the digital-savvy consumers in the most engaging way. There has been a shift in audience behavior in the new normal, leading to a discernible rise in digital content consumption. Bhuvan’s all-pervasive appeal will further complement our holistic approach towards dominating different mediums and cement Myntra’s position as India’s favorite fashion and lifestyle platform ahead of the eagerly-anticipated festive season.” <div type="Article" hostid="261" msid="71960739" title="Audiences are smart today and know exactly what they want, and they don't want in-your-face advertising: Bhuvan Bam" mstype="2" mssubtype="0"></div>

Myntra ropes in Bhuvan Bam as its first digital brand ambassador before Big Fashion Festival

<ul><li><keyword id="4393078" type="General" weightage="20" keywordseo="ola-electric" source="Orion">Ola Electric</keyword> is a scooter of new generation and <keyword id="37654" type="General" weightage="20" keywordseo="bhuvan" source="Orion">Bhuvan</keyword> being one of the most followed youth icons in the country, his association will only accelerate Ola’s efforts to tap the right audiences. </li><li>The scooters are available in two variants – S1 and S1 pro catering to different requirements of the Indian consumers.</li></ul>Ola Electric announces YouTube personality <keyword id="2517934" type="General" weightage="20" keywordseo="Bhuvan-Bam" source="Orion">Bhuvan Bam</keyword> as one of its celebrity brand ambassadors. The strategic association between Bhuvan and Ola will create content that effectively communicates the brand’s uber value proposition in an innovative, highly-relatable, and entertaining manner. OIa’s electric scooters have already gained eye-balls because of its premium design, extra-ordinary features and the revolutionary green move. Ola Electric is a scooter of new generation and Bhuvan being one of the most followed youth icons in the country, his association will only accelerate Ola’s efforts to tap the right audiences. The scooters are available in two variants – S1 and S1 pro catering to different requirements of the Indian consumers. Speaking at the association Bhuvan Bam said, “I am really happy that Ola Electric considered me as one of their ambassadors. It's truly exciting to be a part of this green revolution, something I’ve always wished for. The scooters are really sleek, attractive and are designed as per the Indian electric vehicle market. I have joined the green revolution already and I can’t wait for everyone to get their hands on it.” A favorite amongst brands aiming to bring innovation to their marketing mix, Bhuvan has earlier been associated with several leading brands like Myntra, Mivi, Faboom, Arctic Fox, Beardo, Lenskart and Tissot among others. While building a unique narrative for each of the brands, his content continues to resonate with millions of people with every new campaign.

Ola Electric onboards Bhuvan Bam as one of its brand ambassadors

<ul><li>
In an exclusive chat with Advertising and Media Insider, digital Influencer Bhuvan Bam, who is known for his YouTube channel - BB Ki Vines, shares his thoughts on the state of advertising today and the advantages brands can draw from working with an influencer. </li><li>He further puts light on the pressure of making something 'viral and funny,’ his brand endorsements philosophy, favourite jingle growing up, and much more. </li><li>The YouTube influencer has worked with brands such as Beardo, Lenskart, Tasty Treats, Vivo, Mivi, Tapzo, and will soon be starring in a commercial for Pizza Hut. </li></ul>Bhuvan Bam, who is known for his YouTube channel BB Ki Vines, is also a youth icon, an entertainer, content creator, an actor and also a singer. Bam’s YouTube Channel now has over 15 million subscribers and he’s coming up with yet another single called ‘Ajnabee.’He has worked with brands such as Beardo, Lenskart, Tasty Treats, Vivo, Mivi, Tapzo, and will soon be starring in a commercial for Pizza Hut. In an exclusive chat with Advertising and Media Insider, Bam got candid about his experience of working with brands. ‘One out of 10 brands come and say ‘Hume kuch viral chahiye’, he says, breaking into a chuckle. “Creators cannot make your content go viral. He can give his best to the content he offers, but it is your job to make it viral,” he adds. Bam revisited his childhood days when he got really excited every time ‘Chubti galti garmi’, Dermi Cool’s jingle came on TV. He says he never skipped that advertisement and would love to record the jingle for the brand again. From the latest advertisements, he says Fevicol’s Sofa ad is a masterpiece. "Fevicol's latest ad is simply genius. If we start making ads like those, nothing like it! Although they don't need to advertise because the adhesive glue category is now synonymous with Fevicol, I think all brands should learn from them." Bam says he works for brands that he truly resonates with and enters into a partnership only if he would use the brand himself. That’s how he selected Mivi and Lenskart. Being a shoe-collector, he says he would love to work with a shoe brand next. Talking about the state of advertisements today, he says, ‘advertisements in today’s age are too in your face.’On the other hand, when a brand works with an influencer, the digital medium promises ‘conversion rate '. “Influencers have a really transparent relationship with their followers. It is all about tuning; if a person is attached to an influencer (is a keen follower), he/she would buy a coupon and take some action. As long as influencers are honest and not selling everything, it is better for the brand,” says Bam. Bam further put light on the pressure of making something 'viral and funny,’ his brand endorsements philosophy, his favourite jingle growing up, and much more. Catch the interview here: 
 
 
 
 
 
 













 
 
 <div type="Video" msid="71970891" hostid="261" title="Audiences are smart today and know exactly what they want, and they don't want in-your-face advertising: Bhuvan Bam" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=71970891"></div>

Audiences are smart today and know exactly what they want, and they don't want in-your-face advertising: Bhuvan Bam

YouTuber Bhuvan Bam heads to World Economic Forum in Davos to tell his story

<ul><li><keyword id="1607759" type="PERSON" weightage="20" keywordseo="Gaurav-Chaudhary">Gaurav Chaudhary</keyword> is one of the two YouTubers in Forbes India's 30 under 30 list.</li><li>Holding a Masters degree from BITS Pilani, Gaurav’s channel <keyword id="8714903" type="UNKNOWN" weightage="20" keywordseo="technical-guruji">Technical Guruji</keyword> has over 15 million subscribers and over 1.6 billion views.</li><li>His channel includes a daily summary of tech news, videos on the latest smartphones and other tech-related content.</li></ul>Reviewing smartphones and other gadgets on YouTube can make you a millionaire. Don’t believe us? Just ask Gaurav Chaudhary, known to many as Technical Guruji, who just made it to the <a href="https://www.businessinsider.in/india/news/the-complete-list-of-people-featured-in-the-forbes-30-under-30-list/articleshow/73953879.cms">Forbes India's 30 under 30 list</a>. Gaurav is one of the two YouTubers who have made it to the list – the other being comedian <a href="https://www.businessinsider.in/india/news/youtuber-bhuvan-bam-of-bb-ki-vines-makes-to-forbes-30-under-30-list/articleshow/73952923.cms?src=hp_latest">Bhuvan Bam</a> of BB Ki Vines. Let’s take a look at the man behind Technical Guruji known for his famous tagline - Toh chaliye shuru karte hain. The boy from Hindi Medium Gaurav Chaudhary attended Kendriya Vidyalaya, studied coding and enrolled himself into a Masters course in microelectronics in BITS Pilani. So far, you’re looking at a young engineering student from India who fits into the the most common stereotype. After pursuing his Masters from BITS Pilani, he started working as a security engineer for the Dubai Police. Nothing out of the ordinary, not yet. World’s largest Hindi tech YouTube channel Though the idea of starting a YouTube channel was eating into him since 2012, he got around to starting Technical Guruji only in 2015. But his first attempt was a breakthrough of sorts in the crowded tech YouTube market - as it was in Hindi. For his first video, he collaborated with another YouTuber Sharmaji Technical. And, it was an instant hit in a country which was willing to try new technologies as mobile data became cheaper and smartphones a norm. Since then, Gaurav uploaded over 2,800 videos reviewing phones and other gadgets and has over 15 million subscribers. He has accumulated over 1.6 billion views so far, according to <a href="https://socialblade.com/youtube/channel/UCOhHO2ICt0ti9KAh-QHvttQ">Social Blade</a>. According to another <a href="https://www.aninews.in/news/business/worlds-largest-hindi-tech-channel-technical-guruji-hits-13mn-subscribers20190620183501/">report</a>, Technical Guruji is the world’s largest Hindi tech channel on YouTube. Within a few years, he turned into a millionaire, and also dishes out information on trending issues be it Coronavirus or the Tesla Cybertruck. Gaurav’s success mantra - Reliance Jio In an <a href="https://www.youtube.com/watch?v=5sBCRUCJpXU">interview</a>, Gaurav credited Jio as one of the reasons for his success and says that the Indian YouTube scene has benefited greatly from it. Jio offers cheap, fast 4G data and it is available pan-India. Combine this with the availability of 4G phones at affordable prices - resulting in youth that is captivated by technology -- providing him with his perfect target audience. Catering to Bharat on YouTube One of the reasons for Chaudhary’s massive subscriber and fan-base is his simplicity of thought along with Hindi and the unmissable boy-next-door appeal. His catchphrases like “Toh chaliye shuru karte hain”, “Namaskar doston” and more have made him an audience-favourite. In addition to this, his videos are also easy to understand and don’t require extensive knowledge of the topic at hand. He posts one video on a daily basis with a summary of Indian smartphone industry news. He also organizes smartphone giveaways on a regular basis to keep his audience engaged. Chaudhary however has his own share of controversies. After <a href="https://www.youtube.com/watch?v=HR4jwB1vlo0">educating</a> his viewers about paid reviews, he was also on the receiving end from brands like Xiaomi. The company’s India managing director Manu Kumar Jain <a href="https://twitter.com/manukumarjain/status/1089869184064983040">questioned</a> him if he can be unbiased after he went on-stage to launch a Samsung phone. See also: <a href="https://www.businessinsider.in/india/news/the-complete-list-of-people-featured-in-the-forbes-30-under-30-list/articleshow/73953879.cms">Social media influencers, start-up founders and sportsmen dominate Forbes India's 30 under 30 list</a> <a href="https://www.businessinsider.in/india/news/youtuber-bhuvan-bam-of-bb-ki-vines-makes-to-forbes-30-under-30-list/articleshow/73952923.cms?src=hp_latest">YouTuber Bhuvan Bam of BB Ki Vines makes to Forbes India’s 30 under 30 list</a>

The story of Technical Guruji who talked his way to the Forbes India 30 under 30 list - in Hindi

<ul><li>PE firm <keyword id="6460966" type="UNKNOWN" weightage="20" keywordseo="kedaara-capital">Kedaara Capital</keyword> is in talks to invest in Lenskart, say reports, at a valuation of $1 billion.</li><li>Softbank too was in talks to fund the company.</li><li>Lenskart has over 500 stores in India.</li></ul>Eyewear retailer Lenskart is all set to turn into a unicorn, nine years after it was founded. Homegrown PE firm <a href="https://economictimes.indiatimes.com/small-biz/startups/newsbuzz/kedaara-eyes-lenskart-stake-at-1b-valuation/articleshow/70941194.cms">Kedaara</a> Capital is in talks to invest in Lenskart, says an ET report. The latest funding would take Lenskart’s valuation up to $1 billion. The report also says that Kedaara’s <keyword id="6355120" type="UNKNOWN" weightage="20" keywordseo="investment">investment</keyword> could be a secondary deal as Premji Invest (Azim Premji’s investment arm) and Chiratae Ventures will sell a part of their shares. Earlier too, there were also <a href="https://economictimes.indiatimes.com/small-biz/startups/newsbuzz/softbank-may-lead-funding-in-lenskart-back-dailyhunt/articleshow/70836332.cms">reports</a> of Japanese investment firm Softbank showing interest in the eyewear retailer and invest as much as $400 million. Scripting a turnaround story Lenskart is often the centre of many memes for its multiple offers messages it sends to customers, with offers and discounts. In May, it opened its 500th store in the country. However, it hasn’t had a smooth ride. Lenskart had rapidly expanded with multiple stores. However, these huge investments didn’t pay off, leaving it with mounting losses. In 2015-16, Lenskart’s losses were at ₹113 crore. The very next year, they doubled to be ₹262.87 crore. After this, the company took an active step to turn things around. Lenskart turned its focus to Tier 2 and 3 cities. As a result, its revenues jumped by 70% to ₹118.04 crore in 2018, while cutting its losses by 55% losses. It’s own brand – John Jacobs – which seems to have done well for the company will touch ₹500 crore in revenue by 2021, say <a href="https://www.thehindubusinessline.com/companies/john-jacobs-to-clock-500-cr-revenue-by-march-2021/article25985375.ece">reports.</a> In February 2019, Lenskart announced YouTuber Bhuvan Bam as its brand ambassador along with Bollywood actor Katrina Kaif.

9 years later, Lenskart set to be a unicorn having fought off losses and welcomed investors

<ul><li><keyword id="1183472" type="PERSON" weightage="20" keywordseo="male-grooming">Male grooming</keyword> brand <keyword id="6610309" type="UNKNOWN" weightage="20" keywordseo="Beardo">Beardo</keyword> recently onboarded actor <keyword id="6354563" type="PERSON" weightage="20" keywordseo="Hrithik-Roshan">Hrithik Roshan</keyword> to launch its campaign featuring the avatar Don Beardo, while creating a lot of buzz online.</li><li><keyword id="9187978" type="PERSON" weightage="20" keywordseo="sujot-malhotra">Sujot Malhotra</keyword>, CEO, Beardo talks to us about the brand's growth story so far while sharing his optimism about the brand growing by 100% this year. </li></ul>Male grooming brand Beardo recently launched an interesting campaign called Don Beardo featuring actor Hrithik Roshan. The brand created a lot of buzz around the campaign through its social media handles and got people curious. In the past, the brand has worked with influencers and celebrities like Suneil Shetty, BeYouNick, BhuvanBam, Ashish Chanchlani. Currently, along with Roshan, the brand also has cricketer <keyword id="6355454" type="LOCATION" weightage="20" keywordseo="kl-rahul">KL Rahul</keyword> and actor Yash of KGF fame as its face. <div type="Youtube" id="CgqCIvhjDBY" title="The world of #DonBeardo is here" thumbUrl="https://i.ytimg.com/vi/CgqCIvhjDBY/mqdefault.jpg"></div> Since its inception five years back, the brand has witnessed good growth. The direct-to-consumer had started out with products focusing on beards. However, over the years, it has diversified its offerings and has now evolved into a men’s grooming company offering haircare, skincare, merchandise, and lifestyle products. That the brand was on a good trajectory was proven when Marico bought around 45% of its stake in 2017. While it started out as an online brand, with Marico’s support, Beardo now has a good offline presence too. We recently caught up with Sujot Malhotra, CEO, Beardo who spoke to us about the brand’s recent campaign, its growth story so far and what makes him confident of achieving 100% growth this year. Excerpts: <cmsannotation type="cmsannotation" annotationid="Q) Your recent digital campaign features Hrithik Roshan. Why is the actor a good fit for Beardo?" comment="subhead" text="Q) Your recent digital campaign features Hrithik Roshan. Why is the actor a good fit for Beardo?">Q) Your recent digital campaign features Hrithik Roshan. Why is the actor a good fit for Beardo? </cmsannotation> As a personality-driven brand, we were sure about Hrithik’s whole persona - his looks and the influence he commands. He is one of India’s sexiest ‘manly man’ and the way he carries his beard is aspirational for many. Everyone wants to sport a beard and if Hrithik can become a Beardo, we can expect a lot more people to sway the Beardo way. <cmsannotation type="cmsannotation" annotationid="Q) Give us a sense of what this campaign entails?" comment="subhead" text="Q) Give us a sense of what this campaign entails?">Q) Give us a sense of what this campaign entails?</cmsannotation> The idea is to push the character of Don Beardo and create an aspiration amongst men in the country to become one. We have given them a glimpse of what a Beardo’s world would look like. The messaging remains that ‘Anyone can grow a beard but not everyone can be a Beardo.’ <cmsannotation type="cmsannotation" annotationid="Q) Apart from the digital campaign, how else are you going to communicate with your consumers?" comment="subhead" text="Q) Apart from the digital campaign, how else are you going to communicate with your consumers?">Q) Apart from the digital campaign, how else are you going to communicate with your consumers?</cmsannotation> We are a digital-first brand so the majority of our communication with our consumers is through digital avenues such as Facebook, Instagram and YouTube, providing fun and engaging content to our audience along with the right mix of meme marketing, influencer marketing and more. However, we believe that there should be a balance between offline and online marketing. For a holistic 360 degree approach, we will similarly invest in offline channels and ensure that the ‘Arrival of Don Beardo’ is efficiently publicised via collaterals such as brochures available in salons. In order to further amp up the arrival of Don Beardo, we have also handpicked some of our best sellers and curated four Don Beardo combos – Don Beardo Growth Pro Kit with our newly launch Beard Activator, Don Beardo Favourites Combo, Don Beardo Night Out Combo and Don Beardo Signature Combo that can be purchased both online and offline. <cmsannotation type="cmsannotation" annotationid="Q) How has Beardo's journey in the last 5 years been? What have some of your key milestones been?" comment="subhead" text="Q) How has Beardo's journey in the last 5 years been? What have some of your key milestones been?">Q) How has Beardo's journey in the last 5 years been? What have some of your key milestones been?</cmsannotation> There are many milestones that we’ve achieved over the last five years. The first, we are literally the pioneers in creating a category for Men’s grooming products in the country. We started off as a beard care brand, but over the years have successfully ventured into haircare, skincare, merchandise, and lifestyle products. We are here to provide everything that a man wants in life and we will continue expanding our portfolio to align with that vision. Content has been the hero for us and we’ve churned out many viral campaigns like Such a Beardo, My Mooch My Swag, Hello Beardo and many more. <cmsannotation type="cmsannotation" annotationid="Also, we have worked" comment="inlineshare" text="Also, we have worked with over 300 leading influencers and celebrities like Suneil Shetty, BeYouNick, BhuvanBam, Ashish Chanchlani and now we also have Hrithik Roshan, Yash and KL Rahul on board during different events. Over the last five years, our revenue has approximately grown over 40 times."> Also, we have worked with over 300 leading influencers and celebrities like Suneil Shetty, BeYouNick, BhuvanBam, Ashish Chanchlani and now we also have Hrithik Roshan, Yash and KL Rahul on board during different events. Over the last five years, our revenue has approximately grown over 40 times.</cmsannotation> <cmsannotation type="cmsannotation" annotationid="Q) A lot of your sales come from online channels but you now have a good offline presence too. How are you working towards further expanding your offline presence?" comment="subhead" text="Q) A lot of your sales come from online channels but you now have a good offline presence too. How are you working towards further expanding your offline presence?">Q) A lot of your sales come from online channels but you now have a good offline presence too. How are you working towards further expanding your offline presence?</cmsannotation> When we ventured into the men’s personal care and grooming space, we knew this trend is here to stay and has potential consumers across both online and offline markets. In 2016, we initiated our operations through the website and key e-commerce platforms and then penetrated into the offline space via salons and luxury retail chains. Parallelly, with changing trends, content and influencer seeding became our core marketing objective – we wanted every man in the country to know that Beardo is there to fulfil their grooming, lifestyle requirement and more. Campaigns like <a href="https://www.youtube.com/watch?v=OIJfF2nt6y0">SuchABeardo</a>, <a href="https://www.youtube.com/watch?v=RTCw42ZoY20">Beardo69</a>, WhyFeardoThere’sBeardo, <a href="https://www.youtube.com/watch?v=7E2JyBW7Ypo">Beardo Boss</a>, Dump the Razor attracted many eyeballs. While the content is fun, we also look at educating the audience about the right product and different regimes. We constantly invest in online marketing too – with a focus on Google and Facebook. Eventually, our offline properties like Beardothon, Beard&amp;Mustache competitions also started getting recognition. In order to tap a great audience, the brand onboarded KL Rahul and associated with KXIP. Besides this, we as a brand has come up with many of its first kind of products for men, -- The Charcoal Range, Vitamin C Range, Beard Oils, Beard Serums and Softeners, etc. To ensure quality standards, we are working with an in-house beauty trainer and technical product developer on a professional range of products that are created specially to offer the best Beardo services at salons. <cmsannotation type="cmsannotation" annotationid="Q) What are your plans of taking the brand deeper into Bharat?" comment="subhead" text="Q) What are your plans of taking the brand deeper into Bharat?">Q) What are your plans of taking the brand deeper into Bharat?</cmsannotation> Beardo is a ‘Bharat’ focused brand – made in India and retailed in India. Our online consumer penetration is massive, which allows us to reach men pan-India with utmost ease. For us tiers do not matter, if there is a passionate Beardo in any part of country, we are there for him. <cmsannotation type="cmsannotation" annotationid="Q) What is the target you've set for yourself for 2021, in terms of revenue and sales and where do you want to see the brand in a few years from now?" comment="subhead" text="Q) What is the target you've set for yourself for 2021, in terms of revenue and sales and where do you want to see the brand in a few years from now?">Q) What is the target you've set for yourself for 2021, in terms of revenue and sales and where do you want to see the brand in a few years from now?</cmsannotation> We are aiming at a 100% growth this year. Our vision for the brand is to create a desire, where every man feels like an ALPHA - confident, attractive, and sexy. We want every man in the country to become a Beardo and truly embrace the value system that we stand for. Becoming a Beardo is not just a style statement, it is a legacy that we have successfully started, as we believe that once a beardo, always a beardo. Over the next few years, we hope to expand our offerings even more and more heavily indulge in the likes of fragrances, lifestyle products, merchandise and more.

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