Around 2 crore UC users celebrated Diwali and 11.11 UC Shopping Fest with UCWeb over the past 3 weeks. This year, the UC Shopping Fest in India, as a part of Alibaba’s 11.11 Global Festival, offered Diwali surprises with Paytm. In the 20-day campaign, lucky users have won gifts and Paytm coupons worth 1.2 crores in total.
Diwali is the peak shopping season for Indians throughout the year with as much as 45% of the annual sales of some consumer goods are made during Diwali. To help its vast user base shop better this Diwali, UC set up a new channel “Shopping”, where users learned to make smart shopping choices. UC also invited its 130 million users to participate in the in-app card collecting game. Sponsored by Paytm, lucky users got their Diwali shopping wish lists come true and shared the Paytm coupons worth 1 crore in the elated festival.
“The 11.11 online carnival is an example of UC’s glocalisation strategy for its business,” said Damon Xi, General Manager of UCWeb India and Indonesia, Alibaba Digital Media and Entertainment Group, “Taking local user habits and demands into consideration, we launched this online festival for Indian users.”
Apart from extravagant presents from UC, users learned practical shopping tips from two Bollywood stars. Karishma Tanna and Bharti Singh, who were invited by UCWeb as Diwali shopping icons, were engaged in an online battle since October 22. Bharti Singh took the crown and claimed the title of “UC Shopping Queen”. In their last Live Chat battle on November 9, they competed fiercely to win Honor 8X phones for their fans. Before the crown fight, Karishma Tanna was in for a pleasant surprise when renowned astrologer, Acharya Indu Prakash Ji, predicted her to get married between December 2018 and February 2019 during the astrology live chat. Meanwhile, Acharya gave a charm to Bharti to help give birth to twin boys and maybe more!
Live chat is a fraction of the online Diwali carnival and 11.11 Shopping Fest on UC. In sight of more than 9 million users in the live chat in Asia Cup 2018, UC deems live chat as one of the most preferredways for its users to engage in trendy topics. This time, UC converged Diwali, shopping, astrology, and celebrities into the live chat. This interactive and entertaining session has generated millions of engagement and become a social buzz. During the live chat, viewers also got astrology predictions from Acharya Indu Prakash Ji. At the same time, users got their astrology report via the in-app activity called “Test Your Luck”.
“We are impressed by the active turnout rate of users. UC users enjoy casual, entertaining contentalong with keeping abreast of trendy topics,” said Damon Xi. According to a joint report by Cheetah Lab and UC Media Lab, entertainment is the most consumed category on UC. “As a content platform, we are leading with providing tailor-made content in the Indian market. We will continue to connect users to quality content and enhance their browsing experience.”