TheIt’s Advani Vs Congress in India’s First Digital Elections

by Shveta Singh10. April 2009 12:30       Bookmark and Share

Mr. Advani is not the only one wooing voter online now. With Congress waking up to the reality of online media, Election 2009 has truly turned into a digital war. Though Congress had stepped in late, still it is interesting to see what activities they are doing online.


Here are a few observations:

  • Unlike BJP where the whole Campaign is built around the communication Advani as PM, Congress’s online campaign is more party centric than personality oriented. Congress party’s ads are driving clicks to the party website, whereas the BJP ads are linked to Mr. Advani’s website
  • Both parties are using Google Adwords for their campaign. This has resulted in a unique situation where, on a single page, there are multiple ads where both BJP and Congress are vying for space from each other.
  • Congress has gone for 720x80 positioning and text-ads compared to BJP’s wide range of ads. Also it looks like Congress is offering a higher bid price, because, most ads are now showing Congress in the 720x80 positioning.
  • Mr. Advani’s blog has shaped up very well. His posts are frequent and well written. On the other hand, Congress’s blog looks like an initiative gone wrong – bad formatting, errors, uneven fonts and the list goes on…
  • On YouTube, Congress seems to have got it right. The channel has 31 videos. The party’s Jai Ho Film is very popular with views as many as 40000. The BJP uploader  on YouTube is also very popular and has 260 videos.
  • Congress’s presence on Facebook and Orkut also leaves much to desire, when compared with BJP.

From whatever we have observed, BJP comes out a clear winner so far as the digital marketing strategy and execution is concerned. Partly because BJP had started its online campaign long before Congress. Now what remains to be seen is who eventually wins the elections.



Kosmix goes beyond Google ‘Search’; it lets you ‘Explore’

by Shveta Singh16. March 2009 07:23       Bookmark and Share

Here comes Kosmix.


That’s the news doing rounds everywhere on the World Wide Web and even outside the web.


So what is Kosmix?


Kosmix is a newest kid on the search block. However, it would be wrong to call it just another search engine. Founded by Venky Harinarayan and Anand Rajaraman, Kosmix is not a traditional search engine. In words of Chris Shipley, from the consulting firm Guidewire, “It is Wikipedia meets Google search meets”. In short, it’s a well-crafted magazine on topics searched. 


Unlike Google, Kosmix is not about finding the most relevant single piece of information; it's about organizing the Web so that one can discover relevant pieces of information. Infact, Kosmix gathers content from across the Web to build a sort of multimedia encyclopaedia entry for any keyword.


We did our own bit of research to test Kosmix. Here are the takeaways:

  • Kosmix has a pleasant user interface. It shows text, images and videos in a magazine style layout.
  • The results are a mix of web search results, blogs, news, videos, images, audios, conversations, tweets, community results, reviews, how-tos, shopping results and other related topics.  
  • It might not be as effective for long tail keywords where one is looking for a specific document, as it is for topics where one would want to browse information.
  • The time Kosmix takes to throw back relevant results is much higher than Google. This is an area where improvement is required.

We did a simultaneous search on Kosmix and Google for the term Food Pyramid. Here’s a snapshot of how different the results looked.


All in all, pretty impressive. Let’s see how well it is accepted by the loyal Google users. 

iStrat Annual Business Conference — A Great Beginning To Year 2009

by Shveta Singh23. February 2009 10:52       Bookmark and Share

Here’s how we started the year with a bang.

iStrat is witnessing phenomenal growth as Digital Media is canning out to be the Medium of Choice. This is the time, when companies like ours have to evolve into larger organisations with competent people. People who work in a well defined way, where innovation is way of life. “A la Google or Apple”. Thinking on these lines, we decided to organise the Annual Business Conference and start the year with clear objectives for everyone in the organisation. 

To step up the ladder, we thought it would help if the conference provided a forum where team iStrat could interact directly with the clients and get an open feedback for delivering the best Innovative work and improving timelines. 

The triple Bottom line was -

  • Make clients enthusiastic                                         
  • Charge Up people to face more and more challenges                                       
  • Attain sustainable profitable growth  

So, we all geared up and started with selection of venue. Finally we zeroed in on India Habitat Center, Lodhi Road for 17th January, 2009. Surprise Surprise!!!  Here is what it had in store for us ….loads of anxiety. Presentations, Pick and Drop Arrangements, Agenda, Menu, Dress Code …so much to do in such little time. But somehow we managed to pull it off within a week’s time. 

Finally, the D-Day arrived. It was pretty cold and we all assembled at 9:30am to attend iStrat’s first Annual Business Conference.  As the day progressed, enthusiasm and excitement levels rose. Later in the day, the forum was addressed by industry experts from companies like Nestle, CII, Alpha G Corp, Maruti, and Dominos. This industry interface helped the team get an idea of client expectations. All these informative sessions were combined with yum food, cookies and coffee that refreshed everyone!!!!!!!!!!!!! 

Session ended with a Group Photograph of the COMMITTED TEAM iStrat in the beautiful gardens of India Habitat Centre and a pledge that we will go out of way to deliver quality services to our clients. Clear VISION/ EXPECTATIONS/ NEW PROCESSES/ SYSTEMS are hovering on everyone’s mind now and we are working towards achievement of our business objectives.


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Welcome to the iStrat Digital Marketing Blog!

This blog is a platform for us to share news, views, reviews and analysis around digital media and communications. We have just started but our plans are big. With time, we intend to evolve this blog into “The Destination” for the Indian digital media industry. We invite you to be a part of our endeavour. We look forward to your active participation in discussions initiated on this forum and featuring your views, feedback and suggestions on a regular basis.


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