When young India met short-form videos

To All The Short-Form Videos
We Have Watched Before
Creating a video takes 15 seconds, uploading it takes a
minute, and the content goes viral in a couple of hours!
Creators thunder past all others to reach the pinnacle of
visibility, a box office-smashing event in their journey.
A shortcut to instant gratification – short-form videos
have become wildly popular in the last half-decade and
will continue to be all the rage. By 2025*, 3 in 4 internet
users will be spending almost an hour per day on
short-form video platforms.
Easy to make and quick to disseminate, short-form
videos are a boon for the always-in-a-hurry young
India**, which represents nearly 50%^ of India’s 640
Million-strong internet population.
* Source: Bain & Company
** Young India refers to internet users aged between 18 and 34 years.
^ Source: GWI
The most vibrant generation of today, young India, is
fun, fearless, and confident. With short-form videos, it
can break all barriers and be creatively expressive.
There are thousands of filters to try on and millions
of soundtracks to vibe to.
Endless entertainment is always up for grabs —
accessible, accommodating and engaging for all.
Short-form videos allow young India a safe and fun
space to be its true self!
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3
Source: Moj Survey
PS: Young India Chooses Short-Form Videos Every Day
Channels on which young India spends most of its time
Much before mobiles took over the last-mile deliveries of
entertainment, film enthusiasts relied on bioscopes. These boxes
opened a new world of cinema to viewers, bringing it closer home.
Platforms like Moj serve short-form videos similarly. With them,
young India delves into assorted worlds at leisure. A spectrum of
emotions is experienced by viewers within seconds!
However, young India isn't one to be satisfied with just being a
viewer. Its inherent need to express ignites an irrefutable fire of
desire to add to the narrative. So, it actively pushes the scope of
technology to don the hat of the creator.
The short-form video landscape has evolved quickly, adapting
itself to the creative needs and desires of young India. Moj has
been leading the evolution with a strong young India user base,
85% of its audience, to offer the director’s chair to enthusiastic
dreamers.
7%
Short-form
video content
Television & OTT
News and
entertainment channel
16%
77%

All Aboard The
Moj Express

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Entertainment,
Entertainment & Moj!
There is a buzz among the crowds when a superstar
makes an appearance at a movie premiere. Fans
shout from across the lines in excitement. Their
smiles light up the venue. Young India shows similar
enthusiasm while interacting with short-form videos
on Moj via non-stop scrolls and taps.
Spending hours scrolling, absorbing, and contributing
to the universe of snackable content, young India
brings out its most authentic expressive version on
Moj.
Young India's scrolling habits give Moj an insight into
what it likes and dislikes about content. Moj picks up
on the cues to mould itself appropriately for young
India to enjoy the best entertainment in 15 Indic
languages across top-grossing genres like romance,
comedy, and dance. It’s always a Full House here!
A powerhouse of creative expression, content is
produced and consumed at lightning speed on Moj.
Young India loves being on the front seat to every
15-second blockbuster, first-day, first-show here.
Creation and consumption are so seamless on Moj
that young India loves to build digital fan clubs here.
In addition to making star-studded scripts come to
life, this phenomenal direction helps brands reach
their multi-crore goals.
Taking the box office by storm year after year is Moj
& young India, that evergreen superhit couple!
* Young India refers to internet users aged between 18 and 34 years.
Smashing Box Office Records
Front Row Seats To Entertainment
Now Showing
Video uploads
per day
3 Million
Average video plays
per day
6 Billion
Average time spent
per day
34 minutes
Monthly active
users
300 Million+
Creators
50 Million
of young India
is on Moj
50% 85%
Audience on Moj is
young India

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The Moj Benefit
Short-form videos in
one's language of choice.
Trending challenges
and high-quality lenses.
Snackable content
that hits the right chord.
Innovative ad formats and
sharp targeting capabilities.
Highly engaged audiences
and robust creator community.
Precise measurement
solutions for advertisers.
Community of
like-minded creators and people.
It’s A Wonderful Life On Moj
To get a quick update on
the latest trends
To enjoy short and
informative content
To consume more
content in less time
To consume content from
favourite creators/influencers
Top factors that influence young India’s consumption of short-form videos
365 Days Of Moj Creators: Love & Other Reasons
Top reasons why young India follows creators
Affinity for content
38%
21%
16%
11%
Source: Moj Survey
Source: Moj Survey
42% Aligns with interest
38%

Incredible
The Inside Story

Look How The Stars
Shine For Young India!
Young India’s creativity is a serious boon for legacy
brands. Already established in the minds of the
consumers, they benefit from the new-age ingenuity
of its wild imagination.
When Navratna Hair Oil came out with a jingle-led ad
featuring Salman Khan, Moj exploded with endless
versions of the hook step.
Young India took it upon itself to groove to the peppy
tune to portray how the hair oil could help navigate
headaches with ease.
Propelled by Khan’s stardom, the groovy hook step
and ease of participation, the #NavratnaCoolChampi
challenge recorded a reach of over 56.5 Million,
depicting young India’s affinity for fun-filled creative
activities.
Scan the QR code
or click here to
see the filter in action
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When Pepsico’s Sting wanted to amplify its association
with the dance show Jhalak Dikhhla Jaa, short-form
videos were the perfect way to go. The brand released
a few videos with a customised AR filter-led 3D Lens
and young India was quick to pick up the beat and
create content to its heart’s desire.
The premise of #StingMachaDe was fun and quirky.
Participants could use the filter to film themselves doing
a regular activity at their pace for a few seconds with
Sting’s branded audio playing in the background. The
lens would then activate electrifying effects, charging
the user to do the same activity at a heightened pace.
The Hashtag Challenge and the body-tracking
technology used in the filter brought the brand very
high views, engagement, and user participation.
Unleashing its imagination on Moj with short-form
videos, young India loves to participate in
larger-than-life narratives, peppering them with
unique insights.
Scan the QR code
or click here to
see the filter in action

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Towards Catharsis: Young India
Unleashes Expressions
Young India isn’t afraid of leaping at any and every
chance to express itself. From tapping feet to a
popular tune to voicing opinions, it is quick to find
ways to leverage short-form videos to let it all out.
More often than not, the emotions are similar to that
of a protagonist narrating a heartfelt monologue.
Strong and urgent!
An example could be an expression of frustration in a
humorous way. Despite the best attempts to remain
cool during summers, experiencing scorching heat is
frustrating. The kind that requires a healthy release of
emotions to feel at peace.
So when young India saw Dettol’s #ShowerCooler
challenge on Moj, it saw a perfectly packaged
opportunity to find a comical respite from the prickly
sun — even if just virtually.
With a catchy jingle called Thande Ka Mazza, the
hashtag challenge included an AI-driven lens that
showcased a thermometer transitioning from hot to
cold, bringing the wave of cooling effect to young
India. It was such an on-point challenge that it
generated 500 Million+ engagement for Dettol!
Scan the QR code
or click here to
see the filter in action

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Step Up: One Short-Form
Video At A Time
Audiences watching an action movie are sure that
the hero will remain unbeatable through the climax.
The sentiment is similar to how young India
approaches life — with immense confidence and
surety of success. As the Moj community evolves, it
showcases its truest self, stepping up the game
every time.
#GlowUpOnMoj is home to unparalleled confidence
and elegance. With over 40 Mn plays, it features the
platform’s best beauty and makeup content. Creators
use this hashtag to add to the ever-evolving
transformation-themed content on Moj.

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Young India’s confidence stems from its desire to
discover new horizons, much like a dreamer
high-schooler in an innocent rom-com. The yearning
for learning pulls it closer to #LearnOnMoj.
A repository of short-form videos on DIY, finance
guidance, business counselling, and entrepreneurship,
#LearnOnMoj has been continually picking up the
pace to gain immense popularity on Moj.
Glowing up and learning on the go are two crucial
characteristics of young India on Moj. They are the
wind beneath its wings.
At 30 Bn+ video plays #LearnOnMoj is among the
fastest growing categories on Moj, indicating growth
of categories like finance and DIY.

Young India Wants
What It Wants

Save & Splurge With No
Regrets: The Young India
Motto
Young India grew up watching larger-than-life
narratives on the silver screen. From material desires to
intangible aspirations, dreaming big comes easy.
Well-versed in the importance of hard work and leisure,
young India propels towards those dreams with high
velocity.
There is a desire to get everything done quickly, but
without compromising on a healthy work-life balance.
Taking frequent breaks between long days, it finds
comfort in consuming short-form videos, a
much-needed escape and a prompt source of a
breather.
Young India's love for wholesome instant gratification
reflects all too well on its shopping carts.
The process takes place very quickly, sometimes
within minutes! Young India is meticulous and quick
off the mark.
As young India shares its buying experience through
short-form videos, its expertise often spills over,
inspiring others to follow suit.
Looking through discounts and deals to find the
best option. Clicking on the buy button only after
thorough research (read: watching a tonne of
short-form videos).
The way young India approaches spending and
splurges is a three-act play. Assessment of
products against needs and desires.
Friends and family are drawn into the influence of
young India's system of arriving at
recommendations. The combination of curiosity and
the willingness to go the distance helps it develop
expertise to critically examine products and services
before sharing a viewpoint.
Buy
%
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What Does Young India Want?
Factors influencing young India’s purchases
Pursuing Young India
Channels that influence young India’s purchase decisions
Source: Moj Survey
Source: Moj Survey
Short-form video
content/social media
Online platforms
Television
E-commerce
platforms
60%
Others
5%
5%
9%
21%
Flexible
payment
options
5%
Offers and
discounts
54%
Wide range of
products in
one place
6%
Easy return
options
7%
Convenience
and free shipping
13%
Reliability
of products
15%
15

Earning Leisure And Luxuries
Young India’s source of funding purchases
When It Clicks, Young India Buys It Online
Online product categories young India primarily spends on
Source: Moj Survey
Source: Moj Survey
Apparels
Mobiles and
accessories
Heath and
wellness products
Home
appliances
45%
Electronics
4%
6%
13%
32%
Exchange
or resale
2%
Savings
65%
Loan
7%
Help from
friends & family
26%
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Source: Moj Survey
Source: Moj Survey
Likelihood of young India’s friends and family depending on it for product recommendations
Snowballing: Young India's Sphere Of Influence
Product categories for which friends and family of young India rely on it for recommendations
Between Friends & Families: Young India Suggests
Disagree
Strongly agree
Neutral
Strongly disagree
Agree
48%
14%
12%
10%
16%
Fashion & Beauty
Mobile & Accessories
Electronics
Computer & Accessories
47%
40%
7% 6%
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Magic Happens When
Brands Meet Moj

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Go Big And Go Moj!
Even a telenovela doesn't have as many twists and turns
as adland's experiential journey with short-form videos.
The evolution has been dramatic and iconic. Each day
comes with a new viral trend to chase, compelling
brands to expand their horizons significantly.
As 2023 rolls full steam ahead, here are three key trends
Moj believes every marketer must keep in mind to drive
high engagement and purchase intent.
Call upon young India to unleash creativity with
Branded Hashtag Challenges and see it produce
user-generated content at lightning speed.
Dissecting the trend: Branded Hashtag Challenges
allow brands to propel engagement and visibility by
challenging young India. Combining the efforts with
AI-driven lenses helps in gamifying the experience,
boosting the potential interest-building capacity of
the campaign.
In Spotlight: Branded
Hashtag Challenges

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Branded Jingles All The Way
Invite young India to groove to the beats of your Branded
Jingles and witness engagement shoot up dramatically.
Dissecting the trend: As brands strengthen their short-form
video strategy to engage with young India, they must
remember to keep entertainment at the core of their efforts.
Branded Jingles are an excellent tool to do so while driving
engagement, encouraging user-generated content and
reinforcing brand recall.
Build Your Brand With Creators
Activate Moj's 50-Million-strong creator community to
build a brand presence that sparks delight among young
India.
Dissecting the trend: Creators have a stronghold on the
imagination of young India. They entertain and educate,
facilitating the creation of close-knit digital communities.
Leveraging such authentic connections can help brands
dramatically increase brand awareness and favorability
among young India on Moj.

The Making Of
Blockbuster Brands

In Pursuit Of Engagement
Brands have only a few seconds to catch consumers'
attention in an age of declining attention spans. It's in
that tiny window of time that magic happens.
Moj’s innovative ad formats add to the stronghold of
the winning script of brands across gaming, e-com-
merce, electronics, retail, entertainment, fintech,
online, and FMCG categories.
Step Up Your Brand Presence
First Pinned Post: Make your brand message
prominent by placing it as the first post, which can
be scrolled through the feed.
Top View: Own what viewers see first by placing
your brand on this non-skip real estate to drive
maximum impact.
In-Feed Video Ad: Drive users to specific accounts,
hashtags, and external pages with full-screen,
highly engaging interstitial videos.
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Let Your Brand Story Speak
Spark Ads: Boost existing influencer videos
with high engagement to build a community
for your brand.
Influencer Activation: Tap into the advocacy
capabilities of creators and influencers to reach
users with your campaign message.
Pop-out Stickers: Highlight your products and drive
users to click and take action on ads with a click-
able pop-up element.
Dynamic Cards: Show additional information and
nudge users to take action by placing a CTA-driven
card on the ad.
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Super Likes: Captivate the audience with an
animated visual that gets activated with a
clickable Super Like Button.
Hashtag Challenges (HTC): Invite users to create
content around branded themes, amplifying reach
and engagement for your campaign.
Engage & Entertain Young India
Moj Live: Delight consumers with branded
gifts, contests, watch parties, games, and
Q&A in real time using live sessions.
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Looking Ahead

Sphere of influence widens
Friends and family of 62% of young India depends on it for product recommendations.
Splurging on its own terms
66% of young India uses savings to fund purchases.
Speed of short-form videos
Young India uploads 3 Million videos on Moj each day.
Scrolling at lightning speed
77% of young India likes to spend time watching short-form video content.
Savings come first
Strategising for 2023
Offers and discounts influence the purchase decisions of 54% of young India.
Insights To Remember
Branded Hashtag Challenges
to engage young India with
fun activitdies to strengthen
brand recall, salience and
preference.
Branded Jingles to tackle
receding attention spans.
Creators to build engagement,
brand advocacy and favorability.
%
Source: Moj Survey
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Getting Young India Right is a report based on research by Mohalla Tech Private Limited.
With a sample of 3709 respondents between ages 18 and 34, the survey questions aimed to unravel
young India's content preferences and purchasing power.
For the purpose of the said survey, Mohalla Tech Private Limited collected data from Moj users over
the Moj mobile application.
Moj defines young India as internet users aged between 18 and 34 years of age.
The research team strictly followed quality control and consent-related procedures during data
collection and analysis.
Research Methodology
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