MUMBAI: The global investments and partnership arm of The Times Group of India, Times Bridge has been instrumental in introducing a number of digital-led global companies, like Uber, Smule, Coursera, among others to India, giving the technology market of India a distinct edge.

For the third episode of Media Minds, Indiantelevision.com spoke to Times Bridge senior vice president Viral Jani to understand how the firm chooses the right apps and technologies to introduce to the Indian audience, and how are they helping those companies in marketing their product to the masses for maximum outreach.

Shedding some light on the criteria that he and Times Bridge use to choose the right companies that can attract the Indian audience, Jani said that the most important factor is ‘cultural immersion’. Times Bridge is looking for companies that are willing to go deeper in India and not just stay stuck to the top layer of society.

He said, “The key factor that we look at, especially when we are deciding which companies to work with, is the uniqueness of the idea. India is such a vast market and it is very easy for anyone, if they put in the effort, to get million or two million users. But we are looking for companies that go deeper and not just stay relevant to Delhi or Bombay.”

Speaking about the marketing strategies for such brands, Jani shared that initial phases do not require much marketing efforts. It is just about connecting with the right people (influencers) and word of mouth. It is much later in the brand journey that they focus on using various media, as per the need of the specific brands, to promote the offerings.

To know the whole story, listen to the complete podcast here:

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