Actor Anil Kapoor-backed social video platform Indi.com goes live in India

Backed by Bollywood actor Anil Kapoor, Indi.com has registered its presence in the Indian market with a dedicated platform. As a social video platform for the millennial and beyond, Indi.com aims to democratise talent discovery and boost social media engagement for brands, while integrating multiple popular platforms like Facebook, Twitter and Instagram.

Indi.com, which initially served as an online artist consortium, was first launched in 2012 in Southern California. Today, it is accessed by people from over 200 countries, and works as an extensive resource for brands to drive more meaningful and deep-rooted social media engagement.

Brands can initiate challenges and contests through which users can participate by creating original content on Indi.com and then self-promote the same across multiple social media platforms and personal networks. With talent being one component for the selection of winners, Indi.com will also track and factor the social media buzz created around the video, motivating users to self-promote the videos across different popular social media networks.

On his association with Indi.com, (Anil) Kapoor says, "I'm excited about Indi.com's launch in India (on April 28). We have a broad array of genres being represented including acting, singing, retail brands, entrepreneurs, fashion, and modelling with much, much more to come. Our launch channel partners are offering significant opportunities and prizes so we feel confident that Indians will be enthusiastic about coming to Indi.com and take up challenges which suit their interests."

Commenting on the announcement, Neel Grover, global chief executive officer, Indi.com, says in a press release, "Indi.com is our first such endeavour in an international market outside the US. Having (Anil) Kapoor on board further strengthens our confidence in the platform and our outlook for success. I know people are intrigued about the concept and excited to participate with our launch channel partners, as well as the partners who are coming on board soon, many of whom are household names."

Grover says that Indi.com is a safe and positive environment for all people to express themselves and get rewarded for it and for brands to utilise it to engage their customers and followers. "Our challenges are as diverse as India is, ranging from fashion to fitness, and acting to social change," he says.

The platform also hosts several other contests initiated by well-known industry leaders. Users can take their pick from challenges posed by Lesle Lewis, Tanya Ghavri, and the fashion and entertainment company TFM. Indi.com also plans to rope in Xprize, Artist Aloud under the aegis of Hungama, and Hard Rock Café as future marquee channels.

Anyone can participate in challenges simply by uploading their videos on the Indi.com platform and promote it across their multiple social media and personal networks. In addition to getting noticed and discovered by industry leaders, winners can also receive substantial cash prizes.