ibibo has roped in Ravi Shastri for their cricket blog, and MTV VJ sophie to blog for ibibo’s dance reality show, iSuperstar. Another Indian Startup is bringing a celebrity movie director to blog@ their network site (to be announced later).
I am ofcourse intrigued by all this and am wondering whether bringing in celebrity bloggers really work?
In my opinion, what works is quick glimpse of a celebrity – for e.g. Rediff’s ‘Chat with <celebrity X>’, ‘Y! India’s ‘Qns from President Kalam’ etc – these interactive activities are more fun than receiving daily doze of ‘paid content‘.
Have a quick look at Ravi Shashtri’s blog@ ibibo and answer these qns:
- Is he sharing some insights?
- Is he live blogging? Of course, not (not even expected).
Shastri’s blog is actually more of a match-summary post and nothing beyond that (do you agree?)
Lets go back to basics and understand what is the purpose of a celebrity blog?
Well, if you ask ibibo – 6 ibibo users/finalists wil get to meet Ravi Shastri and 18 superstar contestants will be chosen for the reality show- which means atleast 1000X users will hopefully add lot more content/eyeballs/pageviews to the site and simplistically put, more adverti$ing $$s.
Asides, it’s interesting to see how ibibo is experimenting (like balti ads) with cross-media plays; and in a way, creating a market which hopefully will benefit other players too.