Founded by Alok Kejriwal, c2w is a prominent online brand in India. c2w pioneered advergaming in India and has successfully and repeatedly partnered with all the top Fortune 500 and leading Indian brands operating in India. In its 2.0 avtaar, c2w enables UGC by allowing consumers to showcase their talent and creativity by creating content using c2w's contesting platforms. Brands leverage this phenomenon by wrapping around the UGC thus creating brand ambassadors of ordinary consumers