360° Marketing Strategy of Glance with Marketing Campaigns

Updated on: Jun 27, 2023

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In our previous articles, we learned in detail about the marketing mix of Cisco. In this article, we will elaborate on the marketing strategy of Glance – India’s leading artificial intelligence-based software company.

Glance is an Indian software business that uses artificial intelligence to bring customized information to smartphone lock screens. With its headquarters in Bangalore and co-founded in 2019 by Naveen Tewari, Piyush Shah, Abhay Singhal, and Mohit Saxena. The international technology corporation InMobi owns Glance. 

Marketing is ingrained in a company’s DNA and has the power to make or ruin that entity. Marketing has followed users online as they have gone digital throughout the world. 

In this article, we will go into detail about the marketing strategy of Glance. But before that let us learn about the company’s history, target market, and online presence.

About Glance – Company Overview

marketing strategy of glance-logo

On the lock screen of customers’ devices, Glance’s screen zero platform employs artificial intelligence to deliver personalized, pertinent, ad-free, and live content from various categories, including games, stories, and news. It is a first in the world. 

Glance secured $45 million in funding from the American venture capital firm Mithril Capital in September 2019. Glance raised a sum of $145 million from Google and Mithril Capital in December 2020, raising its valuation to more than $1 billion.

It is the second InMobi group firm to achieve unicorn status. 

Glance debuted its three-day Glance LIVE Fest digital event in June 2022, with Bollywood superstar Rajkummar Rao serving as the face of its marketing campaign. Anyone with Glance’s lock screen enabled on their smartphone could access the live and interactive digital event. Glance LIVE Fest featured live sporting events, entertainment with celebrities and creators, gaming, and shopping.

On various Android smartphone models, including Samsung, Xiaomi, and Realme, the Glance software is pre-installed. The smartphone screen updates to load fresh visual and interactive content each time a user unlocks the device. 

In addition to English, the content is also available in Hindi, Telugu, Tamil, Bengali, Marathi, Kannada, and Bahasa Indonesia (Indonesia).

Quick Stats

CEO Naveen Tewari
CMO Bikash Chowdhury
Area served Worldwide
Industry Software industry
Market Share/revenue $15.3M
Tagline “Bar Bar Dekho”
Digital Marketing Academic Challenge 2024 - DMAC

Marketing Strategy of Glance

Glance enables users to find content tailored to their interests and choices on their lock screens. Additionally, interactive elements like polls, comments, AMAs with hosts and celebrities, and more are a part of the marketing strategy of Glance.

Segmentation, Targeting, and Positioning

Glance is a three-year-old Indian startup that serves news, media content, and games on Android smartphones’ lock screens. The service later brought videos in short form and started organizing live events and commerce. It is backed by Google and Jio Platforms.

Glance is made for every Android smartphone user. Ever since in India in 2019, Glance has a huge user base across Asian markets. They have tie-ups with top manufacturers like Xiaomi and Samsung for the Asian market. Today, over 400 million devices come with the Glance lock screen experience pre-installed.

The service is available in India, its biggest market with over 80 million users, along with Indonesia, Malaysia, Thailand, and the Philippines. The company plans to roll out its services globally in two years.

Over the years, Glance has positioned itself as the go-to lock screen application powered by artificial intelligence and human emotion. Cleverly and creatively, Glance has changed how we use AI technology in our daily lives. With so little time at our disposal and so much content to consume, it’s interesting to see how Glance is helping solve this issue for its customers. Glance makes the lock screen attractive, keeps you informed, and lets you learn new things daily.

Marketing Campaigns of Glance


marketing strategy of -campaign

The “JUNG-E GLANCE” is the latest advertisement campaign by Glance. It was an esports league featuring many popular games, including Valorant, Grand Theft Auto 5, Clash of Clans, Call of Duty, Freefire Max, and Apex Legends, among many others. 

The campaign was powered by BattleXO, an Indian e-gaming platform. The esports league was launched on September 17, 2022, and was streamed live on their website. The campaign was a huge success and attracted many young gamers across India.

Lock It To Rock It

marketing strategy of glance-lock it rock it

The ‘Lock It To Rock It’ campaign was launched as a part of the marketing strategy of Glance to communicate the exciting possibilities of a locked screen. The campaign typifies the ‘locked door’ metaphor to communicate the lock screen coming alive in a disruptive visual manner to depict how Glance combines content, technology, innovation, and design.

As a part of the campaign, the agency created a film showcasing a perspective around the world of lock screens in smart devices. The surreal settings in the film depict how Glance Lockfeed brings the lock screen to life.

This marketing strategy of Glance was innovative yet effective, and it certainly had viewers hooked.

Glance LIVE Fest

marketing strategy of glance-live fest

In June 2022, Glance launched a three-day digital event called Glance LIVE Fest which featured Bollywood actor Rajkummar Rao who actively promoted it on social media.

The live and interactive digital event could be accessed by anyone with Glance’s lock screen enabled on their smartphone. In short, Live Fest presented live shows on sports, celebrities, entertainment creators, gambling, and shopping.

Social Media Marketing 

Facebook: 166k
Instagram: 43.7k
LinkedIn: 65,012
Twitter: 7,807

They are most active on Instagram and Facebook. Various types of Content like gameplay videos and reels are posted as a part of the marketing strategy of Glance to grab user attention and increase the number of users.

SEO Strategies

marketing strategy of glance-seo traffic

Glance uses 11572 organic keywords which is very good. The monthly organic traffic is 59,225, which is really amazing. This proves that Glance enjoys an infallible SEO strategy. They need to maintain their position and try to keep the brand thriving in Google’s organic SERP results.

Influencer Marketing

Glance belongs to InMobi, a multinational technology corporation. Glance launched a three-day digital event called Glance LIVE Fest featuring Bollywood actor Rajkummar Rao. It was a marketing strategy of Glance where the live and interactive digital event could be watched by anyone with Glance’s lock screen enabled on their smartphone. Glance LIVE Fest featured live shows about sports, celebrities, entertainment creators, gambling, and shopping.

E-commerce Strategies

Glance has started Shop 101 as a social e-commerce platform as part of the e-commerce marketing strategy of Glance. It was founded by Abhinav Jain, Kalpak Chajed, and Aditya Gupta in 2015 and currently has a network of over 10 million resellers and 10,000 supplier partners serving customers across 2,000+ towns across India.

Shop 101 aims to democratize entrepreneurship and commerce for the masses using a technology-first approach. Glance plan to establish Shop 101 as a company that shares its goal of transforming the shopping experience for millions of consumers globally.

Mobile Apps

Glance does not come as a standalone mobile application. It ships pre-installed on most smartphones. This means that you can use Glance just like you would use any other built-in feature on your phone. This also means that you’ll have to buy a Glance-enabled smartphone to be able to use it.

Glance is available on most models in Samsung, including the Galaxy A, M, and J series, and on most Xiaomi phones, including the POCO F1. The recently-launched Redmi Note 7 duo also comes with Glance pre-installed. On these devices, Glance is an out-of-box experience. So all you need to do is start using the feature directly. It’s that simple.

Content Marketing Strategies

Lockscreen Glance is very active on social media. They regularly publish content on their Twitter, Instagram, and Facebook handle regarding their contests, offers, upcoming events, etc.

In recent years, another marketing strategy of Glance is that it has established itself as a premier platform for new releases by major studios, music labels, and OTT services. An increasing number of entertainment brands, including Netflix, Sony Music India, Warner Music India, and more, are looking to leverage the power of the lock screen to drive buzz for new shows, movies, and music. With over 150 million active users and highly engaging, interactive live content, Glance is progressively becoming a significant part of its launch strategies.

Digital Marketing Academic Challenge 2024 - DMAC

Conclusion – What’s Unique in Glance’s Marketing? 

After going through the Marketing Strategy of Glance, we can conclude that being a digital product itself, Glance primarily relies on Digital Marketing to reach its target audience. They creatively use digital marketing to reach their target audience, which has helped them connect with their potential users.

The company enjoys the backing of Google and Jio. They outperform their competitors when it comes to effective digital marketing strategies and brand awareness campaigns. The biggest reason for this is their fantastic marketing efforts by collaborating with other brands and influencers. Glance has a customer-driven approach when it comes to launching new products and features. Sitting on the lock screen, perhaps the most coveted real estate on a smartphone to reach a user, has allowed Glance to deliver any information to a huge number of users in a short time.

Having an effective and well-thought digital marketing strategy is vital to a brand’s online success. It helps brands reach their potential customers online and influence their buying decisions.

Moreover, to learn more about digital marketing and its latest trends, you can enroll in one of our free online masterclasses led by IIDE’s CEO, Karan Shah.

Also, if you enjoy such a thorough business analysis, find more of these insightful case studies on our IIDE knowledge portal.

Thank you for taking the time to read this, and do share your thoughts on this case study on the marketing strategy of Glance in the comments section below.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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