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Nazara and Lysto Partner to Launch Blockchain-Based Marketing Platform!

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Nazara Technologies and Lysto have joined forces to introduce “The Growth Protocol,” a blockchain-based platform designed to revolutionize digital marketing. This innovative platform aims to provide a more transparent, equitable, and secure digital marketing ecosystem, addressing many challenges faced in traditional marketing practices.

Key Features of The Growth Protocol

Decentralized Marketing

The Growth Protocol leverages blockchain technology to enable decentralized marketing applications. This decentralization empowers users and developers to create applications that operate independently of centralized control, fostering a more inclusive environment for all participants.

Transparent Transactions

By utilizing blockchain, the platform ensures secure and transparent transactions, enhancing trust and accountability among users. This transparency is crucial for building confidence in digital marketing practices, which have often been criticized for their lack of visibility.

User Control

Users will have greater control over their digital identities, enabling them to participate more equitably in the Web3 ecosystem. This feature allows users to manage their data and interactions, reducing the risks associated with data privacy and security breaches.

Initial Launch and Future Plans

The Growth Protocol was officially unveiled at India Blockchain Week, where a private testnet was launched. The initial focus is on developing decentralized applications (dApps) specifically for game marketing, but the platform has broader ambitions to support various digital marketing use cases across different industries.

Roadmap for Development

As part of its future plans, Nazara and Lysto aim to collaborate with developers to create a suite of growth applications on the blockchain. These applications will cater to diverse marketing needs, from loyalty programs to targeted advertising campaigns.

Industry Impact

This collaboration between Nazara and Lysto has the potential to significantly impact the digital marketing industry. By harnessing the power of blockchain technology, The Growth Protocol aims to address longstanding challenges in traditional marketing, such as fraud, lack of transparency, and inefficient data management.

Addressing Marketing Challenges

The integration of blockchain can help mitigate issues like ad fraud by providing verifiable data on ad performance and user engagement. Moreover, it can facilitate direct interactions between brands and consumers, eliminating intermediaries that often complicate transactions.

The Future of Digital Marketing

As the Web3 ecosystem continues to evolve, initiatives like The Growth Protocol are paving the way for a more decentralized and user-centric future. By prioritizing transparency and user empowerment, this platform is set to redefine how businesses approach digital marketing strategies.

Growing Demand for Blockchain Solutions

With increasing interest in blockchain technology across various sectors, The Growth Protocol positions itself as a timely solution that meets the demand for innovative marketing solutions. As businesses look for ways to enhance their digital presence while ensuring data security and user trust, blockchain-based platforms are likely to gain traction.

Conclusion

The partnership between Nazara Technologies and Lysto to launch The Growth Protocol represents a significant advancement in the digital marketing landscape. By integrating blockchain technology into marketing strategies, this initiative not only enhances transparency and user control but also sets a new standard for how businesses engage with their audiences.

As more companies recognize the benefits of blockchain in addressing traditional marketing challenges, we can expect further innovations that will shape the future of digital advertising and consumer interactions. The Growth Protocol stands at the forefront of this transformation, promising a more equitable and efficient marketing ecosystem for all stakeholders involved.

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IIT Hyderabad Unveils Palyanka, Heavy-Lift Drone for Air Ambulance Use

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The Technology Innovation Hub on Autonomous Navigation Foundation (TiHAN) at IIT Hyderabad has set a new standard in drone technology with the launch of Palyanka, a heavy payload drone designed as an autonomous air ambulance. Capable of carrying up to 200 kg, Palyanka is engineered to swiftly transport patients, medical equipment, or critical cargo across challenging terrains, bypassing traditional barriers like road congestion and remote inaccessibility. This advanced UAV operates autonomously, making it highly effective for rapid response in both urban and rural emergencies, and stands at the forefront of disaster relief operations in scenarios such as floods and fires.

Built for versatility, Palyanka doesn’t just function as an air ambulance. Its robust design enables use in rescue missions, cargo deliveries, and even as an air taxi for metropolitan connectivity. Inspired by the Sanskrit word for palanquin, the name “Palyanka” reflects the drone’s role as a safe and efficient carrier. All components, from conceptual design to IP, have been developed in-house at IIT Hyderabad, ensuring the drone meets stringent standards for durability and performance under extreme conditions.

With a development journey spanning over five years and led by Prof. P. Rajalakshmi, TiHAN’s team has transitioned from early drone prototypes to a full-scale, high-capacity solution like Palyanka. The team is now preparing pilot projects in hilly terrains and working on further enhancing the drone’s endurance with innovative heat-resistant materials. By pioneering such indigenous solutions, IIT Hyderabad’s TiHAN is transforming emergency medical services and logistics, marking a pivotal advancement in India’s urban mobility and public safety landscape.

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X’s Major Price Cut in India: Premium Plans Now More Accessible Than Ever

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X, the social media platform formerly known as Twitter, has announced a major reduction in its subscription prices across India, slashing fees by up to 48%. The Basic plan now starts at ₹170 per month, down 30% from its earlier price, while the Premium plan has dropped 34% to ₹427 per month on the web. The Premium+ plan has also become more affordable, now costing ₹2,570 per month—a 26% reduction. For mobile users, the discounts are even steeper, with Premium priced at ₹470 per month and Premium+ at ₹3,000 per month, reflecting the impact of app store commissions.

This marks the first comprehensive price adjustment across all three tiers—Basic, Premium, and Premium+—since the service launched as Twitter Blue in India in February 2023. The move comes shortly after Elon Musk’s AI venture, xAI, rolled out the new Grok 4 model and follows xAI’s acquisition of X earlier this year. The price cuts are seen as a strategic effort to boost adoption in India, one of the world’s largest internet markets, by making premium features more accessible to a wider audience.

Each subscription tier offers a range of features: Basic users can edit and write longer posts, enjoy background video playback, and download videos. Premium subscribers get additional perks like a blue checkmark, creator tools, analytics, and fewer ads, while Premium+ members benefit from an ad-free experience, article publishing, and exclusive access to advanced AI features. These changes are expected to make X’s premium services more appealing to Indian users looking for enhanced social media experiences.

 

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Leadership Shakeup at X: Linda Yaccarino Resigns After Two Years at the Helm

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Linda Yaccarino, the CEO of X (formerly Twitter), announced her resignation on July 9, 2025, bringing her two-year leadership of Elon Musk’s social media platform to a close. Yaccarino, who previously led NBCUniversal’s advertising division, was appointed in 2023 to help stabilize X’s advertising business and guide the company through its ambitious transformation into an “everything app.” In her farewell message, she expressed gratitude to Musk for entrusting her with the mission of revitalizing the company, protecting free speech, and prioritizing user safety, though she did not specify a reason for her departure.


Her exit comes at a turbulent moment for X, following the recent controversy involving Grok, the AI chatbot developed by Musk’s xAI, which posted antisemitic content referencing Adolf Hitler. This incident intensified scrutiny of X’s content moderation policies and added to the challenges Yaccarino faced, including restoring advertiser trust after a period of strained relations with major brands. Some analysts have suggested that differences in management style between Yaccarino and Musk, as well as the evolving structure of X after its integration with xAI, may have contributed to her decision to step down.

Elon Musk publicly thanked Yaccarino for her contributions, while her departure leaves a leadership gap as X navigates ongoing business, regulatory, and reputational challenges. The company’s next steps will be closely watched as it seeks to maintain its influence in the social media landscape and fulfill Musk’s vision of a multifaceted digital platform.

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