Gonut is Asia’s leading platform for human connection and communication, which plays the role of mediator between Celebrities and fans via authentic & personalized experience. It helps you to get the personalized messages, celebrity shoutouts, birthday messages from your favorite celebrity, and many more. Recently, GoNuts have come up with a campaign called Project Hope. Singers like Shaan, Kailash Kher, Ashish Vidyarthi, and many more are part of this campaign, the main aim of the campaign is to spread smiles and to give hope to the people who are affected by Covid-19. Just like other brands who are trying to help and contribute themselves in difficult situations be it financially or by supplying medical equipment, Gonuts has also made their space in the contribution by giving smiles and hope to everyone.
In an exclusive chat with Medianews4U Joji George – Founder, Gonuts talks about the campaign Project Hope in detail…
What is a project, Hope?
GoNuts is a platform we created for human connection. It is about making one’s life richer. It is about bringing a smile to the faces of our customers and hope in times of trouble. Our stars are the real ambassadors of hope and smiles. To bring cheer and encouragement to those who are affected by Covid and their extended families, during this tough phase, we have joined hands with our stars who are using their time, gratis, to send personalized video messages to them.
What is the objective of initiating this campaign?
As a platform and if I were to speak on behalf of artists, our goal is to be a force for good, especially in these tough times. Today, more than money, people need a word of hope, care, and encouragement. Our thought is, if we together offer an opportunity to be a beacon of hope by sending a personal video message to those people who need a word of hope, a smile, a laugh to stay positive, and then we have accomplished the mission of our platform – to make people’s lives richer.
Who are the celebrities associated with this campaign?
Many leading celebrities like singing sensation Shaan, Padma shri Kailash Kher, Superstar Ashish Vidyarthi, Singing legends Hariharan and Leslee Lewis, anchor and comedian Cyrus Brocha, Harshita Gaur, Kavya Jones, actress PoojaBedi, actor Rakesh Bedi, Padamjeet Sherawat, singer Rituraj Mohapatra, comedian Suresh Menon and many more have joined hands with us.
How can one avail of this?
If you know of anyone who has been tested Covid positive, is in a hospital, or needs a word of encouragement, you can write to us at firstname.lastname@example.org. The Gonuts team will review the request and send you a personalized greeting that is delivered to the handphone of the requester. It’s that simple.
The pandemic saw a surge in digital viewing, is this helping the platform in connecting fans and celebrities?
The pandemic has created a surge in digital consumption and changed how brands work with influencers. Not only is it redefining existing industry trends, but it also presents new challenges and opportunities for influencer partnerships. During the lockdown, there was a significant slowdown of investments in partnerships across the board, with some sectors hit harder than others. In May and June, we saw partnerships begin to go back online, though, again at a different pace depending on the industry and geography. We also noticed that the partnerships looked different than they did pre-pandemic. Influencers and brands started to shift their communication more toward branded content and away from mere product advertising and were far more conscious of cost. That is the gap that Gonuts aims to fill, for both D2B and D2C.
A trend, I hope, that will change in the coming years is pegging the value of influencers on their number of followers. It is a bit like how television ratings and advertising rates were based on TAM ratings, even if the sample size never made sense.
I believe that what OTT has done to television, we will do to influencer marketing, which makes it authentic and economical.
From a client’s perspective, he now eliminates layers of people, posing as representatives, gets the lowest cost, guaranteed delivery, and the ability to choose from a wide array of stars across geographies, language, and price points.