“Lucky Stars app is an apt ‘advertising &
promotional platform’ for marketers to showcase their products to their target
audiences, in a highly engaging manner, across geographies”. Hetin
Sakhuja, Director, Interactive Max Tech Private Limited
promotional platform’ for marketers to showcase their products to their target
audiences, in a highly engaging manner, across geographies”. Hetin
Sakhuja, Director, Interactive Max Tech Private Limited
 |
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Hetin Sakhuja, Director, Interactive Max Tech Private Limited
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ST
Bureau: When did you decide to take the path of ‘entrepreneurship’?
Bureau: When did you decide to take the path of ‘entrepreneurship’?
Hetin
Sakhuja: The
entrepreneurial bug began nearly 2 decades ago when I started IMT – a
technology company to develop software, mobile solutions and web related
products. A few years therafter, I got into the advertising agency business,
offering creative, media planning & buying for traditonal media and later
for the digital space too.
Sakhuja: The
entrepreneurial bug began nearly 2 decades ago when I started IMT – a
technology company to develop software, mobile solutions and web related
products. A few years therafter, I got into the advertising agency business,
offering creative, media planning & buying for traditonal media and later
for the digital space too.
It is the expertise built in these 2
businesses that has placed us in good stead, to pool in our talents and
resources, and launch the Lucky Stars mobile app.
businesses that has placed us in good stead, to pool in our talents and
resources, and launch the Lucky Stars mobile app.
ST
Bureau: Please tell us about your venture.
Bureau: Please tell us about your venture.
Hetin
Sakhuja: Lucky Stars
app, a contest-based gaming app and an e-commerce platform in development, that
has generated over 50,000 registered users since launch 3 months ago. It has
already declared over 595 winners who have won valuable, branded gifts like
smart televisions, smart phones, smart and lifestyle watches, gold coins, a two
wheeler and cameras, amongother equally interesting products.
Sakhuja: Lucky Stars
app, a contest-based gaming app and an e-commerce platform in development, that
has generated over 50,000 registered users since launch 3 months ago. It has
already declared over 595 winners who have won valuable, branded gifts like
smart televisions, smart phones, smart and lifestyle watches, gold coins, a two
wheeler and cameras, amongother equally interesting products.
Lucky Stars app is an apt ‘advertising &
promotional platform’ for marketers to showcase their products to their target
audiences, in a highly engaging manner, across geographies.
promotional platform’ for marketers to showcase their products to their target
audiences, in a highly engaging manner, across geographies.
The brand has multiple contest platforms
within the same app, depending upon the value of the ‘prize product’ and
duration of the contest. The simple to use app is based on a Q&A framework
of one or more questions related to the prize product or a G K trivia, with a
Yes/No and multiple choice option answers. This simplicity of usage and the
valuable gifts as prize products has been one of the main reasons for the
success of the Lucky Stars app.
within the same app, depending upon the value of the ‘prize product’ and
duration of the contest. The simple to use app is based on a Q&A framework
of one or more questions related to the prize product or a G K trivia, with a
Yes/No and multiple choice option answers. This simplicity of usage and the
valuable gifts as prize products has been one of the main reasons for the
success of the Lucky Stars app.
ST
Bureau: What opportunities do you see in this sector?
Bureau: What opportunities do you see in this sector?
Hetin
Sakhuja: India is a
youth driven country with nearly 65% of the growing population below the age of
35 years. There are over 204 million active smart phone users and by 2020, this
number is estimated to grow to over 700 million active users. At present,
nearly, 78% of the total internet users in India have access to the internet on their
mobile phones.
Sakhuja: India is a
youth driven country with nearly 65% of the growing population below the age of
35 years. There are over 204 million active smart phone users and by 2020, this
number is estimated to grow to over 700 million active users. At present,
nearly, 78% of the total internet users in India have access to the internet on their
mobile phones.
As per gaming data for India, the youth
between the age group of 25 – 34 years, lead the brigade with nearly 35%
amongst other age bands. For nearly 85% of all gamers, the average age is of 44
years.
between the age group of 25 – 34 years, lead the brigade with nearly 35%
amongst other age bands. For nearly 85% of all gamers, the average age is of 44
years.
Mobile advertising in India is also on an
exponential growth path with an estimated expenditure of close to $242.6 mn in
2016, marking a 100% growth compared to the previous year and is expected to
reach $1.2 bn by 2020 and this rise can be attributed to many parameters like
increased mobile penetration across the nation, low data prices, affordable
smart phones, 4G services and availability of all services in the form of apps.
The growth of m-commerce in India has led many marketers to adopt a
‘mobile-only- strategy’ for brand promotions.
exponential growth path with an estimated expenditure of close to $242.6 mn in
2016, marking a 100% growth compared to the previous year and is expected to
reach $1.2 bn by 2020 and this rise can be attributed to many parameters like
increased mobile penetration across the nation, low data prices, affordable
smart phones, 4G services and availability of all services in the form of apps.
The growth of m-commerce in India has led many marketers to adopt a
‘mobile-only- strategy’ for brand promotions.
The smart phone has changed the way we live.
The youth, today, is well aware and informed with events across the globe.
Traditional practices are falling short of audiences, and marketers are
continuously looking for newer options that are informative, interesting,
measurable and engaging with the youth. Mobile driven campaigns have been far
more effective than traditional practices.
The youth, today, is well aware and informed with events across the globe.
Traditional practices are falling short of audiences, and marketers are
continuously looking for newer options that are informative, interesting,
measurable and engaging with the youth. Mobile driven campaigns have been far
more effective than traditional practices.
ST
Bureau: Did you face any challenge in your entrepreneurship journey?
Bureau: Did you face any challenge in your entrepreneurship journey?
Hetin
Sakhuja: Every new
venture has its own challenges and it’s fine as long as they are addressed and
we don’t lose sight of the goal. However, Lucky Stars is in a relatively new
category – ‘Contest-driven Mobile Apps’, that is still nascent and yet to be
fully defined and developed. And that’s where the big challenge lies because
there are no established benchmarks or learnings one can follow. So, in a way,
we’re actually taking a leadership position in shaping the category.
Sakhuja: Every new
venture has its own challenges and it’s fine as long as they are addressed and
we don’t lose sight of the goal. However, Lucky Stars is in a relatively new
category – ‘Contest-driven Mobile Apps’, that is still nascent and yet to be
fully defined and developed. And that’s where the big challenge lies because
there are no established benchmarks or learnings one can follow. So, in a way,
we’re actually taking a leadership position in shaping the category.
The Lucky Stars app has been able to maintain
a high degree of simplicity of use, while delivering an enjoyable user
experience. There’s a fair amount of variety in the types of lucky draws, not
to mention the high-end gifts offered as prizes, which we believe is the
clincher that is drawing huge numbers to get on to the app. We’re still in
phase-1 and there are big plans afloat, which we’re confident will heighten
brand engagement, both, from users and marketers alike.
a high degree of simplicity of use, while delivering an enjoyable user
experience. There’s a fair amount of variety in the types of lucky draws, not
to mention the high-end gifts offered as prizes, which we believe is the
clincher that is drawing huge numbers to get on to the app. We’re still in
phase-1 and there are big plans afloat, which we’re confident will heighten
brand engagement, both, from users and marketers alike.
ST
Bureau: What are your plans for the next 2 years?
Bureau: What are your plans for the next 2 years?
Hetin
Sakhuja: Lucky Stars
will soon launch its e-commerce platform. At present, the app charges a small
fee along with the displayed product from the Brand, for the usage of its
platform, depending upon the contest duration. Once the e-commerce platform is
launched, contestants will get an opportunity to purchase the displayed
products at a lower retail cost on the Lucky Stars platform, besides of course
the chance to win it through the contest.
Sakhuja: Lucky Stars
will soon launch its e-commerce platform. At present, the app charges a small
fee along with the displayed product from the Brand, for the usage of its
platform, depending upon the contest duration. Once the e-commerce platform is
launched, contestants will get an opportunity to purchase the displayed
products at a lower retail cost on the Lucky Stars platform, besides of course
the chance to win it through the contest.
Simultaneously, we will also launch our
Loyalty program for instant user gratification. Our loyalty program is based on
user interaction with the Lucky Stars app and every action on the app, from
logging on to entering a contest, allows the user to accumulate points which
are redeemable against the product/s on the e-commerce platform. We will also
allow winners to earn points against product gifts won, if they are not
interested in claiming the gifts. These points too can be redeemed for products
on the e-commerce platform.
Loyalty program for instant user gratification. Our loyalty program is based on
user interaction with the Lucky Stars app and every action on the app, from
logging on to entering a contest, allows the user to accumulate points which
are redeemable against the product/s on the e-commerce platform. We will also
allow winners to earn points against product gifts won, if they are not
interested in claiming the gifts. These points too can be redeemed for products
on the e-commerce platform.
ST
Bureau: How do you motivate yourself?
Bureau: How do you motivate yourself?
Hetin
Sakhuja: Creating and
building a business from scratch is all fine, but when my vision is shared and
enjoyed by the team and all those in the company, it gives me a deep sense of
achievement and drives me forward.
Sakhuja: Creating and
building a business from scratch is all fine, but when my vision is shared and
enjoyed by the team and all those in the company, it gives me a deep sense of
achievement and drives me forward.
Similarly, when we go about creating value and
the end user appreciates and applauds it, that’s when I feel motivated with
what has been accomplished. That’s when I feel, I’ve been able to make a
difference to people’s lives.
the end user appreciates and applauds it, that’s when I feel motivated with
what has been accomplished. That’s when I feel, I’ve been able to make a
difference to people’s lives.
Over the last 2 decades, we’ve had our fair
share of successes, and of course failures too, and both of these scenarios
motivate me in equal measure, to strive for better and better!
share of successes, and of course failures too, and both of these scenarios
motivate me in equal measure, to strive for better and better!
Interviewed by Startup Terminal Bureau
