Case Study

Moneycontrol - Helping expand readership through diversified content

Challenge

The company was facing multiple challenges, impacting its brand penetration among its key audiences.


  • Losing ground in traditional bastions to competitors.
  • Dramatic drop-off in traffic, post market hours and weekends.
  • Attract a younger, millennial audience in addition to traders and stock market watchers.

Approach

  • Interviews with traders and investors to understand interests beyond market hours.
  • Increasing coverage of topics followed by millennials – personal tech, auto.
  • Expanding trending news coverage; and going after personal finance long-tail.
  • Deployed a dedicated team to manage the cryptocurrency coverage for CNBC TV18.
  • Interviews with traders and investors to understand interests beyond market hours.

Result

  • IPL coverage drew over 6 mnUVs a month. Grew average UVs from 16 mn to 24 mn.
  • The coverage expanded beyond traders to a diverse audience, by tapping into wide content topics across auto, tech, trending news, increasing traffic and sustaining reader engagement.

Other Projects

Anil Nim

Making him a trusted advisor for businesses that are leading the way, driving change, and shaking things up. He’s spent more than a decade each in top roles at major global communication firms and leading marketing teams in-house. His career includes stints at agencies like Vaishnavi Corporate Communications, Weber Shandwick, Genesis Burson Marsteller, and Edelman. On the client side, he’s held key positions such as Head of Marketing Communications at Invista for South Asia (formerly Dupont Textiles & Interiors), Associate Director of Brand, Marketing, and Communications at EY, and National Director of Communications at a top corporate law firm in India.

Anil has worked on mandates for large organisations, like helping MTV India grow into the leading youth music channel in the country, boosting sales for the Almond Board of California, managing reputational risks for GMR during the Delhi Airport privatization, and driving consumer preference and sales for LYCRA and Teflon brands in India. His experience spans a wide range of industries and brand challenges.

When he’s not immersed in work, Anil loves to travel to different corners of the world and has explored places like Spain, Russia, Hungary, and China. At home, he’s an avid reader, enjoys soaking up the sun with a good book, and finds gardening to be a great way to unwind and connect with nature.

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