Business learning and strategies during & Post COVID-19
Tring is India’s leading celebrity engagement platform where users can book personal video messages, Q&A sessions, shout-outs and other engagement services with their favourite celebrities from various genres viz. movie stars, TV stars, musicians, sports personalities, youth icons, influencers, etc. Tring facilitates a celebrity’s personalized video wishes as a gift for your loved ones, creating beautiful, unique and everlasting memories for life. The trio – Akshay Saini, Rahul Saini and Pranav Chabhadia launched Tring in December 2019 with the aim of helping bridge the gap between a fan and their dream celebrity. Tring has onboarded over 1400 celebrities from various genres to cater to the wishes of the audience. They have celebrities like Sharman Joshi, Kiku Sharda, Rohit Roy, Shakti Arora, Tina Dutta, Shehnaz Treasurywala, and so on.
Being a completely digital business, it allows us to work remotely as per our convenience during this pandemic. The lockdown had to lead to phenomenal growth for digital businesses and Tring is no exception. We have seen 3x growth in sales month on month and the acceptance for a unique offering like Tring is going up each passing day. For Eg: Tring has done more orders in the first 10 days of July then the entire month of April and May put together. The shift from physical to digital has helped Tring grow leaps and bounds and we see this growth rate to continue at least for the next 6 months.
It’s important for everyone to maintain a social distance in order to stay healthy and safe. We have provided work from home to our employees and have given flexi-working hours too. It is important to do various things during this situation & stay virtually connected. With restricted mobility and staying at the same place for over 3 months, it’s important to keep the team motivated and hence we do regular virtual team-building exercises. It’s not all work at Tring. We mix play too. No pay cuts were done during this period as our teams have gone beyond the call of duty in these challenging times to lead us on to such remarkable growth.
We are with our employees during this difficult period and we care for their well-being.
We also initiated a charity campaign for COVID-19 for which we got celebrated actors like Vidya Balan, Farhan Akhtar, Vir Das, Ali Fazal and so on. This helped us to gain a lot of organic and target-based traffic.
We stepped up during this unprecedented challenge of COVIS-19 in April 2020 with a charity campaign, #WarAgainstCovid19 and had successfully raised donations for more than 20,000 PPE kits and are delivering the same to needy hospitals. The charity campaign was then concluded on Doctor’s Day where celebs turned fans of the real heroes our Doctors.
The celebrity who participated in this charity campaign appealed their fans through a video message published on their social media pages. These celebrities also recognized the support of their fans by sending a personalized video message to them.
Tring has built and stabilized a momentum with the help of renowned Bollywood personalities like Vidya Balan, Dia Mirza, Farhan Akhtar, Sonakshi Sinha, Vir Das, Ali Fazal, Richa Chadha, Pooja Hegde, Mrunal Thakur, Mandira Bedi, Kiku Sharda and sports celebrities like Harbhajan Singh, Harsha Bhogle, amongst others; generously supported by personalities like Atul Kasbekar and Manish Mundra. These celebrities came forward to offer their support and also urged their fans to help raise donations for the heroes of our nation, a true reflection of the solidarity phrase ‘we are all in it together’.
We see the times being uncertain for the foreseeable future and physical interactions being at the bare minimum. It’s in such times that a product like Tring can really fill in the gifting gap and help bring delight back in the lives of people. Personalized experiences from celebrities in a digital manner will be here to stay as physical appearances even for celebrities will be a challenge and the ease digital products offer is unmatched.
We are coming out with at least 5 new products and experiences for the fans to enjoy and experience with their celebrity. These will be launched in the next few months with a major revamp of our Tring website.
We peg the demand to increase multifold in the next 6 months and are expecting exponential growth in the number of orders per day for Tring.
(Disclaimer: The views and opinions expressed in this article are those of the author and do not necessarily reflect the views of HelloPost.)