“Get your hands dirty and just do it, otherwise you would never notice and think further” – Himanshu Periwal
Himanshu Periwal is the co-founder of Unlu, a connecting platform between fans and celebrities. He has almost a decade of experience with various renowned brands such as Amazon, Bain & Company, ixigo. He was VP Growth at ixigo and helped grow transactions 23x in three years. At Amazon, he was part of the team that started it in India and was the first product marketing manager. He is a start-up advisor at NASSCOM, GSV Labs, TechStars and has been associated with over 20 start-ups as a mentor / investor / advisor. He is a graduate of IIM Calcutta and a product management faculty at upGrad.
Unlu: A gap between a fan and a celebrity
Unlu is a fan-celebrity liaison platform that allows millions of fans to receive personalized messages, video shoutouts, face-to-face contact, video calls or a brand promotion with the top celebrities in India. It’s a new and innovative type of gift format that bridges the gap between celebrities and fans. Everyone has an inspiration in their life, but when they turn to them or even receive a single message from them, the moment becomes unforgettable. Unlu has around 20 categories ranging from Music, Movies, Sports to Cooking, Lifestyle etc. It started in June 2020.
Immerse yourself in the conversation.
As citizens, we often wonder how perfectly celebrities appear on screen and we want to meet them at least once in a lifetime. But that is rarely feasible. Himanshu starts by telling how Unlu bridges the gap between celebrities and their admirers. The conversation covers his experiences and the journey of how Unlu’s idea came to life. He shares how he and his three friends decided to work in an area that is in great demand. He briefly explained the hard work of a year and a half before Unlu launched. He also revealed the story behind the unique name “Unlu”, which means “famous” in Turkish.
Halfway through, Himanshu reveals the hacks he and his team cracked to grow their customer base without spending a lot on marketing. He explained how Unlu spent $ 0 on marketing in the first two months. He announced that within the first month they have partnered with various renowned brands such as Flipkart, Myntra, Paytm etc. The company’s user base was increased through brand marketing, recommendation growth, divisibility and organic growth through SEO and ASO in these months there was a 50Mn user base within the first 2 months.
As the conversation ended, Himanshu delved deeper into how the safety of celebrities and fans on the platform is ensured. It does this by giving the celebrity full information about the user and giving them the choice of either accepting or rejecting the proposal. The company strives to make the experience as easy to use as possible for both the user and the celebs. Your main goal is to have as many forms of one-on-one confrontation with celebrity and also to open up the international sphere.
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