iWorld
Big B is the undisputed king on Twitter among Bwood celebs
MUMBAI: In his career spanning more than four decades, no actor has been able to surpass the craze of Amitabh Bachchan. And now the shehansha of Bollywood seems to be ruling the social-media space as well. According to the “Bollywood Twitter Index”, a social media analytics report released by To The New, a leading digital services ecosystem in India, AB has been crowned the undisputed king of Twitter among his Bollywood counterparts.
The report is based on a research by ThoughtBuzz, the social media analytics’ arm of To The New. The Bollywood Twitter Index reveals that Amitabh Bachchan continued to reign over the micro-blogging site with the highest number of followers, clocking a growth of 87 per cent over the last year, followed by the Khan-brigade – Shah Rukh Khan, Salman Khan and Aamir Khan. Making an appearance at number five, Priyanka Chopra is the only actress in the top five Indian movie celebrities’ list.
Despite gaining the maximum number of followers over the last one year with 151 per cent increase, Bollywood’s Dhak-Dhak girl, Madhuri Dixit narrowly missed making it to the list this year. She was nudged out by B-town fashionista, Sonam Kapoor, who hung on to the number 10 position with an 87 per cent increase in followers since last year.
Other significant gainers include Akshay Kumar with a 99 per cent increase and Deepika Padukone with an 82 per cent increase in the number of followers over the last year.
One of the most interesting things to note is that despite being virtually inactive, Aamir Khan has continued to attract fans, having amassed nearly two lakh new followers in the last two months. Aamir’s only tweets in the current year are about narration of his experience of meeting David Cameron, Prime Minister of United Kingdom and #ThankYouSachin during the cricketer’s last test match in Mumbai.
Other revelations that the study makes: Around 27 percent conversations that Bollywood celebrities indulge in on Twitter are about promoting their work or films; around 24 per cent of the tweets are about their personal experiences or general interactions with their fans; the rest of the Twitterverse discussions are based around promoting their own brands (9 per cent), favourite quotes (7 per cent), opinions about specific issues (6 per cent) and social causes (4 per cent).
iWorld
Matka King campaign turns Mumbai into a city of cards
Massive card billboard, buses and shelters recreate 1960s Bombay.
MUMBAI: Mumbai isn’t just shuffling traffic this week, it’s dealing in drama, one card at a time. A high-impact outdoor campaign for Matka King has quite literally taken over the city, transforming everyday streets into a living, breathing throwback to the world of 1960s Bombay. At the centre of the spectacle is a towering billboard near the city’s T1 airport, created by visual artist Rob, assembling hundreds of playing cards into a striking portrait of Brij Bhatti, the infamous Matka King portrayed by Vijay Varma. The installation doesn’t just sit on the skyline; it commands attention, pulling eyes upward in a city otherwise known for looking straight ahead.
But the campaign doesn’t stop at a single visual. The streets themselves have been drafted into the narrative. Vehicles wrapped entirely in vintage playing card designs are cruising through Mumbai, while bus shelters constructed to resemble houses of cards have begun appearing across key locations. The effect is immersive less an advertisement and more a temporary rewriting of the city’s visual language, where modern Mumbai briefly slips into a stylised past.
The campaign leans heavily into experiential storytelling, extending the show’s world beyond screens and into public spaces. By using tactile, physical installations rather than purely digital amplification, it taps into a growing trend in entertainment marketing where scale, spectacle and shareability converge to create cultural moments rather than just promotional bursts.
Created by Abhay Koranne and directed by Nagraj Popatrao Manjule, the series features a wide ensemble cast including Kritika Kamra, Sai Tamhankar, Siddharth Jadhav and Gulshan Grover, among others. Produced under banners including Roy Kapur Films, the show is currently streaming on Prime Video across India and more than 240 countries and territories.
For now, though, the real action isn’t just on screen, it’s unfolding at traffic signals, bus stops and billboards. In a city that rarely pauses, this is one campaign that has managed to stop people mid-step and deal itself straight into public attention.
