Industry Internship Report

Content Marketing & Community Operations

Pankhuri, Bengaluru

Project Undertaken By - Namita Lal

Faculty Mentor - Mr. Rajeev Malik

Department of Fashion Management Studies

Batch 2023

National Institute of Fashion Technology

New Delhi

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 Pankhuri

India’s only social video networking app for women

Pankhuri Office, L-75, Second Floor, 18th Cross

Sector - 6, HSR Layout,
Bengaluru, Karnataka
560102
Completion Certificate
 Declaration

This is to certify that all the information mentioned in this report is original and true to
the knowledge of undersigned. The work provided in the report is done for the
organisation Pankhuri (registered name - RB Cube Private Limited) as part of the FIIT
(Fashion Industry Internship Training) and has been completed under the mentorship of
Industry mentor Ms. Priya Prashant & Faculty Mentor Mr. Rajeev Malik.

Namita Lal
MFM/21/141
 Acknowledgement

I would like to express my immense gratitude to the Drector - NIFT Delhi Ms. Manisha
Kinnu, IRS; Course coordinator - Dr. Jasmine S. Dixit and my faculty mentor Mr. Rajeev
Malik for their guidance, support and encouragement throughout the tenure of this
internship. I would also like to thank the entire team of Pankhuri, especially my industry
mentor Ms. Priya Prashant & my colleague Ms. Niharika Nagaraj for their unlimited trust
in me. The time spent working at Pankhuri has been truly enriching and enlightening.
Lastly, I would like to thank my family & friends for always standing by my side and
supporting me in my decisions to pursue this course.
 Abstract of the Report

By the end of the first year, the Fashion Management course requires a student to take
up an internship in the industry and their respective field of interest to understand the
workings, processes, and to gather a holistic view of how things function in the industry.
The internship can be performed for any of the specialisations - Marketing & Retailing,
International Business or under an Entrepreneur. On the basis of the eight weeks,
students are required to document their experience and report that imbibes the same.

This report holds the incorporation of the internship experience with the content and
community team at the Internet Organisation - Pankhuri. It also contains the major and
minor projects that were allotted during the eight-weeks tenure. Starting with a detailed
introduction about the company and structure, along with the competitors and model of
the company; later, the report sheds light onto the gradual objectives and key results
that were kept in mind to achieve the monthly targets.

With this report, the readers can understand day-to-day activities, duties, list of
responsibilities, as well as tasks & goals that were delegated to intern by the
organisation. This internship has also been fruitful in connecting with a new industry
that can further be beneficial for the department and the institute to expand their
connections.
 Glossary

1. User Retention: Users that continue using the application

2. Month-on-month: Every month
3. Organic growth: Achieved increase in metrics as results without any external
sources
4. Watch Minutes: Number of minutes a clip is watched on the application
5. DAU: Daily Active users of the application
6. Retention Rate: The percentage at which the same users continue using the
application
7. Honest Reviews: A short clip that talks about the product in terms of price,
quality, experience and result
8. Engagement: It is the measure of interaction between the company and the users
9. Rubies: The internal currency of the company that can be used to order products
or classes
10. Live: A video based interaction on the platform that allows hosts to showcase
their skills and spread knowledge to the views
11. User Media: The content that users post on the application in small clip and video
formats
12. Masterclass: A paid, dedicated session based on different themes and topics;
often include collaborations with brands as well
13. Giveaway: An engagement strategy that requires participants to perform certain
set tasks and a winner earns a free hamper
14. UGC: User generated content that is put up on the platform out of will and
interest
15. Women-centric: Keeping in mind the needs, interests and requirements of women
16. Moderations: The act of keeping a check on the lives being performed on the app
for any discrepancies, exploitation or explicit content
17. Clickbait: The content that aims to cater to the interest of the audience to attract
and engage the users
18. Pitch: To present
19. Inventory: The management unit of all products keeping in check the availability
and requirement of the same
20. Onboarding: Hiring/Collaborating with new people
21. Creators: The people who host lives on the platform and generate paid content
across the platform and various social media channels
22. Funding: The act of acquiring monetary funds from capitalists
23. Streaming: Playing the published content on the platform
24. Ruby Redemption: The act of gaining rubies and further using them to make
product orders or masterclasses
25. Pre-launch: First phase of a campaign before it’s initiation
26. Touchpoints: The point of contact between the users and the company
27. Deck: The cumulative list of all content, strategy and timelines for a campaign
used for visual representation
28. Product drop: The announcement of different products at a dedicated time slot
every week
29. User Experience: Encounter of the user with the application
30. Interface: The application flow that allows the users and the app to communicate
and interact
31. OKR: Objectives and key results
32. Metric: A unit to be measured in quantitative numbers
 List of Images with Description

S.No. Image Description Source

1. Company Official Logo Google Image

2. Company Statistics Company

official
instagram page

3. Application official website Official website

4. Website homepage - explore clips from Official website

various lives

5. Application internal currency Official website

introduction - Rubies

6. Application Live Ad Play store -

Android

7. Pankhuri pride makeup masterclass ad Facebook Ads

Library
8. Pankhuri Honest Reviews ad Play store -
Android

9. Pankhuri Alanna drop shoot Self Shot for

Pankhuri

10 Pulp cosmetics official logo Google Image

svg

11. Pee Safe brand official logo Google Image

svg

12. Lemme Be brand official logo Google Image

svg

13. Pankhuri June Giveaway official image Official

graphics by
Pankhuri

14. Pankhuri Tambola Live instagram story Instagram

story

15. Pankhuri wordpress blog official page Official

wordpress blog
16. Pankhuri wordpress blog - Hindi Official
wordpress blog

17. User Journey flowchart Self-created

18. Organisation Structure Chart Self-created

19. Pankhuri & it’s investors Self-created

20. User Profile picture Shutterstock

21. Sharechat official logo Google images

svg

22. Chingari official logo Google images

svg

23. Moj official logo Google images

svg
24. Roposo official logo Google images
svg

25. Josh official logo Google images

svg

26. Ruby image Company

graphic

27. Process for Ruby redemption campaign Self created

- flowchart flowchart

28. Ruby redemption campaign timeline Self created

29. Pre-launch story - Instagram Company

graphic

30. Pre-launch engagement story Company

graphic
31. Official ruby redemption campaign Company video
launch video

32. Pankhuri Bingo - Engagement Company

graphic

33. Pankhuri This or that - Engagement post Company

1 graphic

34. Pankhuri This or that - Engagement post Company

2 graphic

35. Product drop of the week - Foxtale Company

cosmetics graphic

36. Product drop of the week - Pulp Company

Cosmetics graphic
37. Product drop of the week - Lemme Be Company
Personal care graphic

38. Official graphic for lives Playstore

39. Creators onboarding campaign process Self created

flowchart

40. Leaderboard testing screenshot Screenshot -

Leaderboard
testing

41. Gold Box Image Self clicked

42. Pankhuri Thankyou Card Self clicked

43. Pankhuri live Tambola card - Android Playstore
official graphic

44. Tambola Marathon announcement Company

graphic

45. Tambola marathon statistics - Watch Company stats

minutes - prod.yoda

46. Daily active users during the experiment Company stats

- prod.yoda
 Table of Contents

Chapter 1: Introduction
About the company
Values & Goals
Application Features
User Journey
Organisation Structure
Monetisation Model
User Profile
Competitors

Chapter 2 : Major Projects Undertaken

Rubies Redemption Campaign
Creators Onboarding Campaign

Chapter 3: Minor Projects Undertaken

Box Strategy
Tambola Marathon experiment

Chapter 4: Learnings
Self Learnings
Outcomes for the company

Chapter 5: Contacts

References
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 Chapter 1
Introduction

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3
 About the Company

Headquartered in Bengaluru, Karnataka, Pankhuri.co is a women’s community platform

that helps them to network with women of similar interests by the means of short clips,
videos & live streams. The platform is a women-only channel that gives them the
opportunity to socialize, explore, and upskill freely and safely. The company was
founded by Pankhuri Srivastava in December 2019 and since then has been backed by
investments from Sequoia Capital’s Surge, India Quotient, and Taurus Ventures.

One of the most popular themes on the platform is beauty along with other themes like
wellness, cooking, DIY, fitness, virtual games like Tambola, etc. The cohesion that the
platform has been able to create between the audience & the creators has led to an
average user retention of 65% month-on-month. The established sense of community &
like-mindedness has enable the users to trust the platform and become their go-to for
advice, ideas, inspiration, and networking.

The application continuously works on upliftment of women and providing them a

judgement-free and safe space. Pankhuri also works on a lot of trust that has become
rudimentary amongst the users. The users believe alot in the content that is shared on
the platform and has been benefitting from the same. Recently, the company was able
to achieve 3X organic growth in 45 days in terms of watch minutes & saw a surge in
Weekly Watch Minutes that reached 450K.

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 Statistics about the company

Year of Foundation 2019

Place Bengaluru, Karnataka, India

Format Application, Blogs

Type Free for download

Availability Android, iOS

Number of Users 700,000

Average DAU 8K+

Average Engagement Time 21.6 minutes per DAU

Month-on-month retention rate 65%

Average Monthly Revenue 1,050,000

Monthly Short Video Views 796.9K

Monthly Live Watch Minutes 3.6M

Language English & Hindi

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 Values And Goals

Pankhuri aims to provide a safe, enriching & upskilling platform for women where they
can explore different skills through short videos, interactive courses, live video
interactions, interest-based clubs, as well as, expert chats. In today’s digital world with
immense promotional content & persuaded product reviews, the application aims to
provide ‘honest reviews’ that are absolutely true & not tampered with.

The vision is to provide networking options as well as a platform for women to connect
and discover endless options of interaction, upskillment, & engaging content. The core
values for the platform are women upliftment, upskilling as well as women
emancipation. By establishing its presence in the Tier 2 & Tier 3 cities, the platform
delivers excitement, participation, engagement, interaction & networking opportunities.

Pankhuri was founded with the vision of introducing digital literacy amongst women
from laid back towns by enabling them to connect with similar minds & hearts. Often
times, these women come from families that restrict them from socialising & Pankhuri
serves as the perfect platform for them to network and connect without having to leave
their homes.

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 Application Features

Explore Clips

The section include short video clips ranging from 15s to 1min where people can share
their hobbies, skills, etc like cooking, makeup, skincare, styling, singing, etc. The
engaging reels-like algorithm enables users to explore various new ideas and draw
inspiration from the same.

Rubies - Internal Currency

The ruby is the app’s internal currency which is credited into a user’s profile with every
task they perform on the app. From posting a video, joining a live class, referring a

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friend, attending a masterclass, a certain amount of rubies is credited in the profile
which can be used to order products.
Lives

The app provides a feature for Creators to host a live session that usually ranges from
25-30 minutes. These lives are categorized into categories.

Masterclasses

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Masterclasses are hosted on the app by various creators along with collaborated
brands that communicate about specific skills & interests. The topics for these classes
vary from lifestyle to DIY to makeup and beauty and cooking. These classes are also a
source for monetization from the platform.

Honest Reviews

Honest reviews are a video-based review of the products that a user has received from
Pankhuri. These products are earned using the rubies. A user can search for a product
from any brand and they can find it’s honest review under the deeplink for the searched
product. These reviews allow other users to learn from like-minded people and make
their decision about making a purchase. These videos are also a part of the content
revenue that the application receives. Along with this, these videos give the users an
opportunity to create an impact in their own way and create a follower base for
themselves. Currently, the platform has over 20,000 uploaded honest review videos
available by multiple users that provide genuine reviews about brands, products &
quality for possible order generations.

Leaderboard - New Launch

The leaderboard is a new feature that is currently in the making which shows the
number of likes and comments a user has received on a video/honest review. The
company aims to start various in-app competitions for which the leaderboard is going
to be fruitful.

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 Product Orders

Product orders are received via spending of rubies in the app. These rubies are obtained
by various tasks that a user does and they get automatically stored under their profile.
The products are then redeemed using these rubies. From personal care to beauty,
Pankhuri offers products from fellow collaborated brands. These products are then
shipped to the user in a personalized Pankhuri Hamper Box.

Giveaways

The platform also provides exciting giveaways every 2 weeks that are used as a major
social media promotion as well as increase user engagement on the platform. The
giveaways are also announced for special challenges & winners.

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 Brand Collaborations

Pankhuri has collaborated with various Indian homegrown brands that cater to women
needs, beauty & personal hygiene. Since it’s inception, Pankhuri has connected with over
50 brands that have partnered with them and given out their products to be sent to the
users. This effective collaboration has helped both Pankhuri & the collaborated brand.
The brand portfolio holds products from brands like Pee Safe, Pulp Cosmetics,
Myglamm, Nourish Mantra, Lemme Be, Ilana cosmetics, Sugar Cosmetics, and more.

Tambola

Pankhuri serves as an interactive platform by catering to a very beloved game by

women - Housie or Tambola. The app enables a people to get virtual tickets using which

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they can play the game. The host of the live announces the numbers & the rules remain
the same as any tambola game. The winner of 4 corners, each line, early 5 and the full
house receive certain number of rubies as a reward. A lot of the audience follows the
game & the lives for the same are scheduled multiple times throughout the day. This is
also the live which gets the most number of people to join.

Blogs

Pankhuri has blog readings from across the world. The blogs are available in English &
Hindi and cater to themes and topics that are women-centric and relatable like DIY,
personal care, relationships, fashion, etc.

The content team works back and fourth and publish 4-5 blogs everyday that range
from personal care topics like sexual wellness to fitness tips like best home workout
routines. The blogs also offer content in Hindi to connect with a wider audience and
publishes on all content based platforms like Reddit, Quora, etc.

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 User Journey

A Pankhuri user one registered on the application does simple tasks to gradually collect
rubies in their account. These rubies can be earned through simple activities like
completing their profile by uploading their profile picture & user names, Joining a live
stream for atleast 15minutes, uploading personal user media, booking a masterclass,
participating in a giveaway, etc.

The application flow is straightforward and made in a way that is user-friendly and
engaging. There are multiple stories, explore section, trending topics, Pankhuri blog, Live
games like Tambola enabled in the app that allow users to stay on the application
longer while participating and getting rewarded for the same.

The following flowchart describes the user journey on Pankhuri.

Once the one-tap OTP based registration is done, a user is required to select their
interests and complete their profile by adding their profile picture, following their favorite
lives, etc. The user can explore the different segments of the application like the explore
clip section, the on-going and scheduled lives, on-going and scheduled Tambola games,
book a masterclass, chat with their theme-based groups or personally message their
trainers. They also get a chance to shop products using rubies, and the app also lead

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users to third party deeplinks for products that aren’t available on the platform. Pankhuri
allows users to post their own media on the platform for which they get rewarded in
rubies. The users are also encouraged to post their reviews on different products as
‘honest reviews’, for which they also get rewarded in terms of rubies. The obtained
rubies can be used to either order products or book a masterclass, or even gift them to
friends & family.

The application is also testing a Leaderboard for it’s commencement which would
showcase top users of the app that have most likes and comments on their media. The
platform aims to utilise the leaderboard for various contests and challenges that would
increase user engagement, as well as generate organic user-generated media.

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 Organisation Structure

1. Technical Team - Product, Analysts, Engineers, Development

Pankhuri is an application based platform and runs solely on the application,
interface and user experience. To implement the same, a team of engineers work
to solve bugs, impose improvements, and make the application seamless. The
application has been made available for both Android & iOS users. Complex
algorithms like introduction of the in-app Tambola game, Leadership board, Live
Hosting, Masterclasses have been made available because of the tech team.
Today, Pankhuri can serve 10 million users at a time and that is all credited to the
technical engineers, analysts & developers.

Responsibilities: Application development, Backend problem solving,

Enhancement, Data analysis, Quality assurance and application testing.

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2. Content & Community - Marketing
This team is responsible for planning, executing & delivering everything related to
content, marketing strategies, campaigns, as well as look after the live video
moderations. This team also looks after the received orders and making sure the
shipments are generated and reach the users. The content team also manages
the lives that are held on the platform. The team is also responsible for creating
the community and making sure that the app and its features, products, and
everything is marketed well in order to increase user engagement & retention.

Responsibilities: Planning & Execution of content, Social media management,

User engagement and retention strategy planning, Live Moderations, Live Access,
Orders fulfilment.

3. Content Writing
The team consists of people who look after the Pankhuri Blog, Captions, Website
Copy, as well as promotional taglines. The pankhuri blog is a very important
clickbait for the company as it reaches a worldwide audience. Recently, the
company introduced Hindi blogs as well for women to relate and connect easily
with the app and the community.

Responsibilities: English & Hindi Blog writing everyday, Social media posts’
content.

4. Visual Communication
The team consists of the video editors, photographers & videography head,
graphic designers as well as the social media team. These people are
responsible for maintaining the social media presence with daily posts, reels,
vlogs, giveaways, stories, etc. to stay relevant across various social media
platforms to maintain the Pankhuri image and stay connected to the audience.

Responsibilities: Content shoot coordination with teams, shooting videos &

pictures for website, application, social media; video formations, video & picture
editing and compilation.

5. Sales & Operations

The team handles all transaction-related operations like Masterclasses & other
revenue streams. Along with the BD Team, they answer queries, FAQs, as well as
entertain customer complaints.

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 Responsibilities: Pitching masterclasses on different platforms, running
Facebook Ads, Revenue generation.

6. Growth & Brand Management

The growth team handles all brand collaborations and pitch the platform by
finding out prospective brands & give out proposals for collaborations. They are
also responsible for getting the products from these brands & keep a check on
the inventory. The growth head also navigates which brands are to be promoted
on social media, through masterclasses, and special lives. In addition to this, they
look for Influencers and Creators who curate special content for the platform and
manage the same.

Responsibilities: Pitching Pankhuri as a platform to potential brands,

collaborations with brands and influencers, Inventory Curation.

7. Business Development
The BD team is situated in the Jhansi office. They are responsible for live videos
moderation, onboarding creators to host lives, give out grooming classes to the
creators, clear their queries, approve exclusive content, keep a check for creator
payments, and other operations related to creators & lives.

Responsibilities: Live moderations, user queries, QA for lives.

8. HR & Finance
The Human Resources & Finance team handles all employees and staff. They
manage all the funds, salary, daily allowances, leaves, approvals, etc. for the
entire organisation. They also handle all employee related queries. The HR is also
responsible to hire and fire employees, onboard prospective people and post jobs
& profiles across hiring platforms whenever required.

Responsibilities: Staff management, Salary & DA management, Company

finances, Hiring & Laying off.

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 Monetisation Model

Pankhuri has partnered with well-known Indian beauty & personal care businesses who
support the platform in order to encourage the users to write ‘honest reviews’. These
products are a monetary advantage for the platform as well as the brand. The second
source of revenue is creator gifting, from which the company receives a cut. The
application signs & works with a variety of content producers on the platform.
Additionally, Pankhuri benefits financially from the content's popularity. With Pankhuri's
exploding popularity as a live-streaming platform focused on beauty and lifestyle, there
has been a significant increase in revenue generation.

The major monetisation for the brand comes from the Masterclasses that are up for
purchase. These masterclasses start from ₹199 and go up to ₹2K. Special classes that
are a series are also sold as a course out of which the highest selling mastercourse so
far has been available for ₹20,000.

Except for this, the company runs on fundings & investments. In 2021, the company
raised a funding of $3.2 million by Sequoia capital’s Surge. Similarly, big ventures like
Indian Quotient and Taurus Ventures have invested and funded the company. In addition
to this, angel investors like Farid Ahsan, Krishnan Menon, Kunal Shah, Sai Srinivas, and
Sweta Rau have also invested in the company.

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 User Profile

Demographics
Age Group: 22 - 50 years
Gender: Females
Income: Lower to Mid Income, Home-makers, Students
Geographic Location: Available country wide but majority of users come from Tier 2 &
Tier 3 cities

Psychographics
Lifestyle: Young & Mid-Aged group: Likes to avail free offers & gifts, likes to socialise a
lot and create contacts, Aware about social media & social networking platforms
Upper Middle Age & Elder: Parts of local social women groups, Believe in word of
mouth, Believe in all news & information available on the internet, seek assistance for
internet-based activities from younger generation
Common Interests: Kitty parties, Interactive games with rewards in the end, Learning
new skills from the comfort of their homes
Values: Traditional but not orthodox, Cultural, Likes Exciting Games & Challenges,
Believe in peer-learning
Attitude: Positive, Lively, Outspoken, Confident

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 Competitors

With the rise of easy availability of the internet, cheaper smartphones, ban of Chinese
platform TikTok in India, the has come up with a variety of live streaming platforms for
all kinds of people. These live streaming platforms provide people an opportunity to
connect with people with similar interests, providing content and engagement in their
regional languages.

Pankhuri is a women’s only startup that stands in direct competition with other Internet
streaming platforms like Chingari, Moj, ShareChat, Josh, Roposo, Trell, Moj Lite, MX
Takatak etc. These other platforms cater to all audiences - men & women, majorly from
Tier 2 & Tier 3 cities and hence act as a strong resistance for Pankhuri. While the values
& goals of the brands differ, the concept of these platforms remains similar.

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 Competitor Analysis

App MOJ JOSH SHARECHAT CHINGARI PANKHURI

Founding June 2020 September January 2015 November December

Year 2020 2018 2019

Monthly 160 million 150 million 400 million 35 million 100K

Active Users

Daily 34 minutes 21 minutes 31 minutes 51 minutes 21 minutes

engagement per DAU per DAU per DAU per DAU per DAU

Target Group Tier 2, Tier 3 Tier 2, Tier 3 Tier 2, Tier 3 Tier 2, Tier 3 Tier 2, Tier 3
cities cities cities cities cities, Only
Women

Operating iOS, Android iOS, Android iOS, Android iOS, Android iOS, Android
System

Company $3.7 million $5 billion in $5 billion in $1 billion in $3.2 million

Valuation in Dec 2021 April 2022 June 2022 April 2022 in July 2021 -
after funding

Languages Available in Available in Available in Available in Available in

15 languages 12 languages 15 languages 20 languages English, Hindi

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 Chapter 2
Major Projects

22
23
 Tasks Assigned & Daily Duties

The tasks assigned were as follows:

1. Daily Order Status: The daily list of redeemed products were updated on the
official sheet along with the user name, product details, amount of rubies
redeemed, as well as their address details. The task was to keep a check on the
number of daily orders received through the application and understanding which
products were working out the most and which are the most popular ones.

2. Checking order eligibilty: In order to ship orders, first an eligibility test for the
order was performed for each order which was manually done. This included
tracking the user on the product database - Yoda and mapping out their journey
of earning the rubies. Since there are multiple ways of earning rubies, there are
various loop holes to achieve the same; for example, uploading same media over
and over again, posting irrelevant content on the platform, uploading content with
watermarks from other platforms, etc. If a user was found to have earned her
rubies through any loopholes, the order would be considered as ‘not eligible’,
otherwise the order would be eligible.

3. Shipment Generation: Once the orders were checked for their eligibility, a
crosscheck within the inventory was done manually and were packed in
customized Pankhuri Hamper boxes. These boxes were then sent out as free
hampers using the public platform - Shiprocket.

4. Giving Live Access to newly onboarded creators: The content & community team
is also responsible to get in touch with new possible creators and onboard them
on the platform as official creators. The platform doesn’t allow every user to host
a live and hence, the access was given to each creator manually using the official
database - Yoda.

5. Working on monthly lives calendar: Every day, an average of 130-150 lives are
held on the platform which start from 6AM in the morning and go until 10:30PM
at night. For July, a theme based Live calendar was planned which included lives
that were based on clickbaity themes; for example, 21 Days Yoga challenge for
Beginners, DIY Skincare at home, Quick makeup hacks, Beginner’s Baking, CTM
Skincare routine, etc.

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 Project 1: Ruby Redemption Campaign

About the Campaign

Rubies are one of the top features of the app and it was important for the audience to
understand it’s value. We wanted to promote rubies, while explaining what they truly
stand for in terms of value. A product could be redeemed just by earning rubies with
simple tasks. The idea of this campaign was promotion of rubies and making them even
more accessible through marketing, promotions, and offers.

Purpose of the campaign

The idea behind the campaign was to ensure constant engagement on the platform as
well as across social media. The idea was also to tap new audience and provide them
the opportunity to engage with the platform and eventually become a regular user.

Personally, the idea was to understand how the internet industry functions and plans
their content, media, and the entire campaign and what are the expected key results.

Quantitative Objective
To generate more ruby redemptions, engagement, introduce discounts & promote
brands.

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Process

The process of the campaign started with competitor research and studying patterns
adopted by them to conduct campaigns. For this purpose, applications like Moj,
Chingari, Josh, MX Takatak, Roposo, etc. were studied and through the research a
brainstorming was developed which was about finding the relevant keywords for the
campaign that would be useful for the campaign.
Next was the ideation and mapping for the campaign which included finding content
inspiration, taglines, clickbaity keywords to be used for the launch. After this, a
campaign deck was created that was presented to the content & community team and
with the mentioned recommendations, the deck was taken up for the calendar planning
for the campaign. The execution required collaborating with different teams like visual
communication, social media, technical team and after various discussions, planning,
and shoots, the implementation was done.

Phases

● Pre Launch: This phase included creating a buzz amongst the audience about
something exciting coming soon. The idea was to have interactive polls and
engaging content so people can participate with the content.
● Campaign Run: The phase entails to following the laid out plan for the campaign
which includes the running of the campaign across the application as well as
social media.
● Promotion: Promotions ran simultaneously with the campaign for relevant posts
and stories to target viable users to increase engagement and participation.

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 ● Performance Tracking: This is a post campaign phase where achieved statistics
were tracked and read.
● Analysing Results: Once the performance tracking is articulated into statistical
reports, an analysis was performed to understand what worked and what didn’t
work for the campaign.

Platforms: Application, Social Media

Theme: To introduce deals for getting more engagement on the platform, thereby,
increasing order generation which is equivalent to redemption of rubies.

Tagline: It’s Raining Rubies On Pankhuri!

Marketing Strategy

● Content Based Promotions: Price Slashing content & discounts on products, UGC
Challenge, Questionnaires & Polls
● Costless marketing: In-app advertisements, Pop-ups in-app, Notifications
● Brand promotions: Product Drop every Friday, Limited Period Discounts,
Highlighting products in collaboration with brands, masterclasses, creator media

Proposed Customer Touchpoints

● Pankhuri Application
● Pankhuri Blog
● Pankhuri Customized Box
● Instagram - Stories, Posts, Reels
● Facebook - Stories, Posts
● Whatsapp - Messages
● Youtube - Videos, Tutorials, Shots
● Peer References
● Honest Reviews
● Advertisements - Instagram, Facebook, Google

Calendar Planning

The calendar plan contained information about the date, time, content inspiration,
caption, as well as theme for the post. The idea was to keep a thorough sync between
the time and the content that was going up any platform. For example, every friday, a
‘Drop of the Week’ was scheduled that highlighted a brand to bring more recognition and

27
awareness about the same. Every Alternate day, ‘Ways to earn rubies’ was highlighted
through social media stories & posts. To increase user engagement, questionnaires,
polls, ‘This or That’, etc. were also conducted on the platform. The timings for these
advertisements and promotions were generally kept between late afternoon & early
evenings ( Between 4:00 PM to 6:00 PM) when the audience is generally catching a
break in the middle of the day.

Proposed Timeline

The timeline included 3 days of Pre-launch and building engagement over social media
and the application with 1 week of Launch and consecutive 3 weeks of engagement,
offers, discounts and user-generated media boost.

For the launch, an official campaign video was created and shared across platform
including the application which was followed by the campaign run that consisted of
user engagement posts, questionnaires, polls, product drops, offer announcements, etc.

After the run was complete, an analysis was conducted about how many orders were
generated, what KPIs were obtained, what results were the outcome and how
successful was the campaign.

28
It was found that the Product drops every week gained a lot of traction and the featured
brands obtained more customer orders and redemptions than the ones that weren’t
featured. This analysis led to the adoption of weekly product drops as a regular feature
for the company and the campaign was them closed.

Implementation
The campaign started on 1st July 2022 with a 3-day pre-launch and went on for a
month.

Pre-Launch

Creating a Buzz - Social media was used to create a buzz

about something exciting coming up. A countdown was
created and the Pre-launch went on for 3 days.
Creating Engagement around it

Pre-launch second story - social media. The second story was

based on engagement and asked the users if they can guess
what could be the exciting news. The answers had a variety of
range - from new products, lives, masterclasses to the
expectation of new games on the platform was the result.

29
The third and the last day of pre-launch contained a
Pankhuri Bingo which was to boost user engagement
and user generated content across social media.

The official video thumbnail for the campaign launch

with the Tagline - It’s Raining rubies on Pankhuri. The
video featured all the main features of the campaign -
More brands, more offers, more challenges, and more
rubies on the platform.

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Engagement Content

Following are the examples for the engagement content featured on the platform during
the campaign - Would you rathers & This or Thats.

Weekly Product Drops

A major part of the campaign was weekly product drops that talked about new brand
collaborations, offers on the brands, price drops, etc.The engagement on these posts
were highly considerable and hence, the idea was adopted as a regular practice by the

31
company. Every Friday evening, the company now features a new brand that they have
recently collaborated with and sometimes, also featured the on-going offers and
discount on the same.
Status: Finished

Key Performance Indicators: Increased User Engagement on the platform, Sustained

User Retention, Increased Product Orders & Ruby Redemptions

Key Results: Daily Active Users were increased on the platform by 23%
Daily Order Numbers shifted from average 6 to 13
The platform experienced organic traffic growth in 3 weeks and achieved 450K Watch
minutes in 3 weeks of the campaign
Additional Achievements: Increased Brand Awareness, New user signups

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 Project 2: Creators Onboarding Campaign

About the Campaign

The second campaign was for Onboarding Creators via a contest that would be judged
on their consistency, creativity, and relevance to the given topics. The application hosts
various lives across the month, around 120-150 lives are scheduled everyday that range
in categories from art & craft, DIY, makeup, skincare, home decor, cooking, baking,
mehendi, and lots more. The idea of this campaign was to onboard more creators who
can hosts lives in different categories.

Objective
To introduce new faces as hosts for lives via an in-app competition that would generate
User media, increased watch minutes, as well as surge in user engagement.

Theme
To host a live-based event on the app which would help the moderators to understand
who is being liked the most as a host & thereby signing them up as a creator.

Tagline
Be a PankhStar, Join the Tribe!

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Process

The process for onboarding creators as a campaign started with the need for new
creators on the platform. Once the need was identified, ideas about how to go about the
same were mapped out and it was decided by the entire team that it would be in the
form of a competition.
The majority of work consisted of referencing to how earlier competition decks were
created and all the points that it contained, e.g., steps to participate, rules for the
competition, etc. Next, a lot of research on competitors and how they have been
conducting competitions on their platforms was held and the initial brainstorming and
outline of the contest was created. After the ideation of the content and mapping was
discussed and finalized within the team, the idea was taken ahead to the Marketing
Operations manager and a budget for the contest was decided. Proceeding to this, the
contest rules and regulations as well as requirements were identified and were
communicated to the relevant team - Technical. The contest required a leaderboard to
showcase daily likes, comments for the top users who participate in the competition.
The leaderboard of the same is still under process of testing and the launch of the
contest would be consummated after it’s completion.

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Timeline
14 Days

Phases
Pre-Launch: This phase includes creating a buzz around the campaign and inviting
possible creators to join the platform and this campaign.
Campaign Run: This includes the announcement of contest rules, entries, tip of the day
for the creators, topics for the day, as well as sharing cheat codes which can result in an
added advantage for the participants to get an edge in the competition.
Closing: Closing of the campaign contains counting down the days, coming up with end
moment rewards that could help the creators and participants in not losing interest in
the competition.
Result Announcement: The final announcement of the results is planned on the app over
the leaderboard, as well as all across social media. The winner would be onboarded on
the platform as a creator and would be groomed to host lives on Pankhuri.

Status: To be started, Leaderboard Testing in process

The leaderboard would enable the users to be aware of
most liked creators with most likes and comments of the
videos.

35
 Chapter 3
Minor Projects

36
37
 Project 1: Box Strategy

With the content & community head, we revamped the box strategy and categorized
them into three brackets, namely, Basic Box - Silver Box - Gold Box.
The categorization was based on minimum order amount.
Pankhuri has additional tote bags, stickers, badges,pop holders, thankyou cards, etc.
The idea was to do costing for an average box including the shipment costs, packaging
costs, etc.

The basic box was decided to have the basic pink sheets and thankyou card along with
the product. The Silver box has the thankyou card, badges, popholders, along with the
products. The gold box has the thankyou card, badges, popholders, stickers, totebag
and the product.

38
 Project 2: Tambola Marathon Experiment

The application hosts live Tambola games for the users which gives the most
engagement on the app. For the end of month of June, an experiment was conducted
which included a 4 day marathon for Tambola that allowed users to play non-stop
Tambola for 2 hours without break. The most loved host & the winner of most games
were to receive a free gift hamper from Pankhuri.

This small experiment gave the platform great Watch Minutes, heightened user
engagement, & helped in achieving the DAU number perfectly. Over 200 women played
the game at a point during the marathon, which was a big success for the platform.

Following are the Statistics from the experiment obtained from the application official
database - Prod.Yoda

39
The Live Watch Minutes achieved during
the marathon was 237.9K.

The Daily Active User engagement rate

reached to a total of 5,036 by the end of
the marathon. The experiment turned out
to be extremely successful and more
such experiments were taken into
consideration for the future.

40
41
Chapter 4
Learnings

42
43
 Self Learnings
Importance of User Engagement: In the new social networking industry, it was exciting
to learn how things function for a brand that is completely digital. For a video sharing
social networking app, it is important that user engagement remains a top priority and
learning how companies keep coming up with new ideas to enhance their user
experience and engagement on the platform by introducing new & exciting events has
truly been enriching.

Collaboration with different teams: It was extremely insightful to collaborate with the
technical team and understand the application, as well as the user flow better. Pankhuri
is trying to create a community based platform that target women & the ethos of the
brand is very simple and relatable: to be relevant to women who look after their children
& families, and give them a reason to engage with like-minded women through the
platform.
The application also had a few much required changes in the interface and with much
constructive testing, the company was able to implement the same and revamp the
application. Pankhuri is only beginning to grow and has been widely accepted by the
women of Tier 2 & Tier 3 cities, and wishes to continue down the same lines. Possibly in
the future, the app may even cater to Metropolitan women.

Understanding brand ethos & the entrepreneurial spirit: The founder hails from a Tier 2
city herself, and hence was able to capture the essence of what the women in these
cities want. The app enables various opportunities for women to connect, make friends,
learn new skills, and teach their skills to their community. The app also helps the
daunting experience of going online to become simpler, more relatable, and rewarding. It
was stunning to gather how the founder - Pankhuri Shrivastave wanted to introduce
digital literacy amongst women who are often troubled by worries about bullying and
trolling over the internet. She has been able to create a platform for women where they
feel safe, engage with like-minded people and the platform also serves well to the rising
beauty & personal care market as the ways to become aware about brands have
changed from the usual commercials and print media because of the internet.

The company truly understands the women that they’re catering to and make sure that
everything on the app is relatable to them in one way or the other. Out of 150 lives that
are held everyday, the application allows women to communicate with each other in
their preferred languages. The internship also helped in understanding the consumer
mindset better & planning marketing strategies around the same lines to connect with
them at a better level.

44
 Outcomes for the Company

During the internship tenure, the company was able to achieve the given OKRs for the
months of June & July. The metrics that were measured as a resultant are Daily Active
Users (DAU), Watch Minutes, Engagement Time. Other important metrics are Video
Views, Product Redemptions, Masterclass revenue.

For June, the following metrics were achieved

Live Watch Minutes: 1.5M

New signups: 45,284
Masterclasses: 10,122 purchases
Revenue: 892,877
Rubies Redeemed: 31,230
DAU: 9,984
WAU: 35,340
MAU: 100,513
Retention Rate: 65%

For July, the following metrics were achieved

Live Watch Minutes: 2.1M

New Signups: 23,172
Masterclasses:13,932 purchases
Revenue: 1,397,672
Rubies Redeemed: 23,068
DAU: 6,167
WAU: 26,441
MAU: 100,461
Retention Rate: 48.72%

45
Chapter 5
Contacts

46
47
 Contacts

Working with the content and community team required constant interaction with
different teams for planning, approvals, as well as execution. The following contacts
were made during the same.

● Pranay Srivastava - Co founder & CEO

● Shravan Murlidhar - Co founder & CPO
● Priya Prashant - Head - Content & Community (Mentor)
● Niharika Nagaraj - Manager - Content & Community
● Gautham Goud - Content Operations Executive
● Shweta Modi - Content Writer Head
● Anas Ahmed - Brand Manager
● Madhura - Lead Brand Manager
● Aparna Jayan - Video Head
● Ankita Das - HR Manager
● Bjorn Tito - Fellow Intern
● Gaurav Tripathi - Tech Lead

48
49
 References

● Sangwan, S. (2021, July 13). [funding alert] social community platform for women
Pankhuri raises $3.2M led by Sequoia's surge. YourStory.com. Retrieved August
24, 2022, from
https://yourstory.com/2021/07/funding-social-community-platform-women-pank
huri-sequoia-surge/amp
● Kumar, A.(2012, July 13). Pankhuri raises $3.2million in funding led by Sequoia
India’s Surge. Livemint.com. Retrieved August 17, 2022, from
https://www.livemint.com/companies/news/pankhuri-raises-3-2-million-in-fundin
g-led-by-sequoia-india-s-surge-11626164647308.html
● BrandWagon, Online. (2022, June 2). Pankhuri appoints Pranay Shrivastava as the
new CEO of the company. Financialexpress.com. Retrieved August 18, 2022, from
https://www.financialexpress.com/brandwagon/pankhuri-appoints-pranay-shriva
stava-as-the-new-ceo-of-the-company/2545975/
● Bureau, BW Online. (2022, July 30). We Are An Online Fraternity Made For Women
And By Women. Businessworld.in. Retrieved August 21, 2022, from
https://bwdisrupt.businessworld.in/article/We-Are-An-Online-Fraternity-Made-For
-Women-And-By-Women-Pranay-Shrivastava-Pankhuri/30-07-2022-439638/
● Pankhuri.co. (2022). Pankhuri. [online]. Retrieved August 16, 2022, from
https://pankhuri.co/aboutpankhuri> [Accessed 2 September 2022].
● BusinessWire, India. (2021, September 6). Josh Collaborates with Mzaalo to
enhance content engagement for its users. Businesswireindia.com. Retrieved
August 21, 2022, from
https://www.businesswireindia.com/josh-collaborates-with-mzaalo-to-enhance-c
ontent-engagement-for-its-users-74730.html
● Surge. (2021). Pankhuri | Surge. surgehead.com.Retrieved August 17, 2022, from
https://www.surgeahead.com/company/pankhuri
● Team, E., 2022. Moj User Statistics (2022) - iDeal BlogHub. iDeal BlogHub.
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● Pankhuri Employee Database - Yoda

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