Brand Led Growth project | ShareChat

​Step 1: Understanding the product 

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1. What is your product really in this business for?
   
   Moj delivers relatable and entertaining content to Indian (Bharat) users. Platforms like Facebook, and Instagram were not relatable to sub-urban and rural Indian audiences. Moj caters to the social media and entertainment need for this audience by offering content from over 15 vernacular languages. 
   benefits
2. What Problem does your product solve?
   Platforms like Facebook, and Instagram were not relatable to sub-urban and rural indian audiences. Moj caters to the social media and entertainment need for this audience by offering content from over 15 vernacular languages.
   
3. What are some customer benefits?
   For a user & creator-  Relatable entertainment on the go along and social media fame!
   
4. How is your Consumer currently solving this Problem?
   Searching for relatable content on other social media websites like IG, TW, FB, or using YT & YT shorts for their Quick entertainment needs. 

Step 2: Define JTBD for the brand. 

Moj’s key differentiator is serving vernacular content to Indian audiences and reaching beyond the urban, English-speaking Indians.

Core JTBD of the brand:

Moj is a new product in an existing category. Thus, it had to solve for preference (amongst other social media apps) and differentiation. 

Step 3: Understanding your user ICP


Moj
non-English
Age: 28 

Gender: Male 

Location: Prayagraj, UP 

Salary: (Self employed/ 45000) 

Single

Lives in their hometown, goes frequently to their Village 

Watch: Bhojpuri/Hindi movies, TV, News, etc. 

Social media: YT, FB, Sharechat, Moj 

Step 4: Articulating the Core Value Prop-

For the ‘Bharat-waasis’ (sub-urban/rural non-English speaking Indians) who want vernacular entertainment on social media, our product is a short-form video Application that lets people create and consume entertaining content in their native languages.

Section 2: Find Your Brand Wedge

Step 1: Answer 5 core questions - 

1. What are some category insights? What are the top problems the category is suffering from? 

Social Media in India was largely influenced by the west. The entire category consisting of apps like Facebook, Instagram, Twitter, etc. was populated by a particular set of Indian users- educated young urban people who preferred to converse in English. The entire category sort of catered to a homogenous audience leaving a large set of Indians dissatisfied. 

2. Whar are your user problems?

As social media was populated by a certain audience, most content and creators spoke about issues and topics in a manner that only resonated with some urban Indians, leaving a large chunk of Indians who spoke in their mother tongue and preferred watching vernacular content out of place. The suburban/rural mobile users did not have a one-stop platform where they could find entertainment that was very regional and relatable to them. 

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3. What are your users non-negotiables? 

The user wants to be entertained in a language that they speak and understand with relatable content. 

4. What are your users negotiables? 

The user does not care a lot about the design/app interface etc. As long as it is easy to comprehend. 

5. What are their aspirations?

Like most social media apps, users want a certain amount of Fame by creating content on Moj, want to be up-to-date in Terms of social media trends. 

Brand Wedge- 

If social media is populated by content that resonates with the Urban English-speaking Indians and the sub-urban/rural Bharat waasi feels alienated on western social media apps, then Moj Will always prioritise entertaining & relatable content in the user’s vernacular language. 

Step 3: How Will your brand Look

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I am massy but not cheap. 

Step 4: How Will your brand speak? 

I am humuorous but not childish

Step 5: How Will your brand behave?

I am entertaining but not vulgar.

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Section 3: Apply brand on and off the product 

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1. Social Media Content: Excessive use of the word Moj in all copies and captions, seems like a force fit and redundant. 

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Page Description: Ho Naach-gaana , hasna-hasaana ya ruthna-manana, Moj pe milega saraa moj-e-daar content aapki bhaasha mein.  #Mojpehimojhai

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Creative Copy: Humesha humaare dil mein! Happy Birthday Maddy!

Caption: Moj is seeing Madhavan is manaaoing Abba! 

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Creative Copy: Humari ‘Shakti’  

Caption: Shakti se gunjega Grammy’s mein humaara naam! 

#CongratulationsShakti 

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2. App Store Landing Page 
   
   

About the App: Experience entertainment like never before on Moj. Funny videos, exciting trends and new creators - choose from a diverse portfolio of content available in 15 regional languages. Watch, Create, Earn and Connect instantly with other bharat-waasis!

Watch: Explore endless entertaining content in Hindi, Assamese, Bengali, Marathi, Gujarati, Punjabi, Odiya, Bhojpuri, Haryanvi, Rajasthani, Tamil, Telugu, Malayalam, Kannada, Urdu and English. 

Create: Lip sync to your favourite dialogues, dance on killer hooksteps, Lol with funny videos, Create looks with Beauty filters and participate in exiting challenges

Earn: Earn with virtual gifting, referral programs and daily creator challenges on Moj.

Connect: Connect with fans, Friends and other Mojis on Moj. Use the Live Feature to engage with your audience real time and earn more.

Download the Moj app now and start consuming some Moj-e-daar content!

3. Reviews

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Response on Reviews: Thanks for writing to use. We apologise for the bad experience you had to face. We have taken a note of your ID and will review this internally. You can also write to us at contact@sharechat.co for future problems.

Thanks,
Team Moj

4. Help and Support Screen

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Hey Moji, Tell us your problem? (better if done in the regional language of the user)

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Brand Footprint to Visual design-

1. Are the Colors invoking the Right brand perception

Moj colors are Yellow, Black and White. While yellow does ensue positivity and fun, the use of this Color is not uniform across the platform and other key user touchpoints. For eg: The help and support screen is blue in Color and the app interface is also dark. There needs to be more colors in the moj brand book to make it look like an entertainment platform and also for it to connect better with a diverse country like India.

2. Are we solving for the Right things about Visual design on every single touchpoint? 

While Moj talks and speaks like a friend to all its users, there is a mismatch in the visual identity on and off the app. On the app, things seem to be very uniform and tactical with little emotion invoved, whereas off the app Moj promises fun and entertainment for its users.