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Home / India News / 2007 / March / March 28, 2007
DesiMartini.com Starts TV Campaign - Hopes to Excite Users

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DesiMartini.com Starts TV Campaign - Hopes to Excite Users

New Delhi, Delhi, India

DesiMartini.com, India's fastest growing social networking based start-up has started a TV campaign and hopes to create a buzz in the online space through a combination of hip branding, an exciting feature rich product and word-of-mouth referrals.

CEO, Vivek Pahwa, says -

"We have spent countless hours developing a product based around Social Networking that allows people to integrate different facets of their online life in one location without being overwhelmed or the product becoming cluttered. In the long term, probably one or two of the social networking start-ups focused on India will do well and we would like DesiMartini to be one of them, and therefore it is essential for us to build up a user base as fast as possible. Our philosophy is not to promote an average product and clutter it with Ads to make a fast buck, but to ensure that we add value to the user. Unless we do that, we won't see widespread adoption through word-of-mouth which would be essential to the growth of a serious social network since it will not happen through conventional ways such as email invitations. Hence, the most important thing is a good product which excites people, is easy to use, and people like to talk about. Also important is the image of the brand, which is why we spent a lot of time thinking of the concept behind the commercial. The key is to really excite users in a space dominated largely by Google's Orkut. We have ensured that people would be able to use Orkut's popular features at DesiMartini, with a few refinements, and have added a dozen new features including enhanced privacy and security features which should get people to stay longer and keep coming back. In other words, people can do a lot more than just scrap their friends, although that basic functionality has been maintained. The product will continue to evolve and unlike Orkut and some other start-ups here, will not remain static for years.

Our marketing strategy is to strongly associate DesiMartini with everything Indian since 'Being Indian is in' and this is the concept we are selling - Indian space, Indian people, 'Your' space, not some space run by an international company or by Indians from America - but by Indians and for Indians. Why should India's most popular social network be run by an international company? It's that simple."

On competition, Vivek says - "We are only tracking one competitor who we think actually knows what they are doing - all the others are irrelevant and only a distraction. I would leave it to the reader to guess which start-up we are referring to." On talks of Reliance Entertainment entering the space, Vivek says - "Reliance will do well only if they get their product right. It's too early to tell though."

DesiMartini.com hopes to be the first social networking start-up to reach the magic figure of 1 Million members. Vivek says - "We don't know exactly how long it will take, but we are confident we will be the first one's there with a serious product. We hope to reach critical mass through the TV campaign."

The TV commercial has been put up on YouTube and can be seen on the homepage of the site (www.desimartini.com).

DesiMartini is internally funded by the Pahwa Group of Companies, under the company division of Pahwa KBS. Vivek says that they are open to being approached by investors if they share the vision and growth philosophy for DesiMartini.

Vivek Pahwa, 25, is a graduate of the University of Michigan - Ann Arbor and the Indian School of Business.

Vivek Pahwa, Pahwa KBS, +91 9811500700 vivekpahwa@gmail.com

Source: DesiMartini.com (Business Wire India)

Press release presented here is sourced from the Source mentioned above and is provided on as-is basis. Please contact the Company / Source directly for any further information in regard to this release. This website will be unable to assist you in regard to the accuracy or correctness of information in this release.

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