Curating gets democratised
CLASS FOR MASS Curating, which was once qualified as an exclusive and elite consumption experience, is now being extended to much larger audiences through interesting variations
Curated homes, interiors, styles, fashion, eateries, events. And now, a curated general entertainment channel. Once the definer for exclusivity and distinction, curating is getting democratised.
Swapan Seth, chairman of ad agency Equus Red Cell, observed: “First there were B2B and B2C (B for business, C for consumer). Now there is C2C, wherein prospective customers look at fellow curator customers, first as a filter of quality and second, for validation. But a curated television channel is a contradiction. Curation is for the few and with the few. Television is mass. Strange idea.”
Viacom 18 would not agree. It has launched a new English language general entertainment channel (GEC), Colors Infinity – regular and HD – promising programmes “curated” by Bollywood’s Karan Johar and Aalia Bhat. “We have acquired 2,000 hours of exclusive programming not seen in India. While the content will attract serious English language viewers, Karan and Aalia will draw in English-conversant viewers not watching English channels,” said Sudhanshu Vats, group CEO, Viacom 18 Media.
LimeRoad.com, selling apparel and accessories, draws from the show window mannequin attraction, with its mix and match looks curated on a scrapbook by consumers for consumers. “We have 60,000 women from across India, creating two million looks for eight million visitors every month,” said CEO Suchi Mukherjee.
RedPolka.com, a fashion and home décor show window concept, curates themes. “While we showcase products from unknown suppliers, we also have Label Corp registered, with its celebrity curators,” said Vishakha Singh, CEO, Red Polka. Label Corp has Malaika Arora Khan, Suzanne Khan and Bipasha Basu curating for different categories. Singh claimed at one lakh consumer impressions last month and 30%repeat customers daily.
Askme.com is using curated video content for food, fashion, interiors and travel. It has invited food expert duo Rocky and Mayur to list the10 best eating out places in cities across India, chef Vikas Khanna for occasion-led foods, Twinkle Khanna for fashion and interiors, and Vir Sanghavi for travel.
“Online search has moved from discovery to aggregated opinion, and online consumption from content creation to content participation. We are also inviting users to become content co-creators by uploading videos of their recommended eating out place in their cities,” said Manav Sethi, group CMO, Askme.com.
In a unique offer to bring brands and the right buyers together, The Pink Post-Inc curates events and exhibitions. “We started with five10 brands. Today we have 50. We do small, trunk events for single brands or two-three brands, inviting 50-60 guests. We also do large events with 5,000-6,000 guests,” said Mitali Wadhwa, co-founder.
Could “curating” become generic? “Curation continues to be elite – it depends on who is curating. People will listen to experts,” Singh concluded.