iWorld
Diwali delight: Festive trends and social media illumination with Sprinklr Insights
Mumbai: Much more than just an annual tradition, the celebration of the biggest festival in India – Deepawali or Diwali – holds a cherished place in the hearts of many. Signaling the onset of a lively season brimming with countless cultural connections and celebrations, enchanting lights, and vibrant rangolis, this exuberant festival echoed joy throughout the country this weekend – making it one of the most talked-about occasions of the year online.
As this festive fervor captivates the minds of brands and consumers nationwide, we have compiled a snapshot of the trends and data surrounding the excitement that illuminated social media platforms in the anticipation and celebration of the vibrant Festival of Lights.
This data has been compiled using the social listening capabilities of Sprinklr Insights, aggregating mentions from India across selected news outlets, and social media platforms like Twitter and Reddit. Sprinklr Insights allows businesses and organizations to monitor, track, and analyze social media conversations and mentions related to their brands, products, or topics of interest.
Most Popular Regions
Of the more than 1.8M mentions Diwali received online in India over the last few weeks, a majority came from the metro regions across the country. The festival of lights glimmered most brightly across the capital city Delhi followed closely by Mumbai, with over 17.2K and 11.3K online & social media mentions respectively. Other metro cities such as Chennai, Hyderabad, and Bengaluru welcomed the festival wholeheartedly, with 7.2K, 5.3K, and 4.9K mentions respectively. Among Tier 2 cities, the celebrations remained jubilant with mentions averaging at slightly over 2K in Jaipur (2.78K), Kolkata (2.69K), and Lucknow (2.27K).
Most popular conversations
Amidst the myriad of festive conversations that lit up social media, those surrounding Culture and Festivities took center stage, comprising the majority of conversations around Diwali at 87.3 per cent. Of the remaining conversations, those around Offers and Discounts stood out, making up for a majority of conversations at 9.4 per cent.
Most popular brand conversations
Capturing the celebratory pulse of Indian consumers, several noteworthy brands brightened the festivities further by actively engaging in the Diwali conversation. Overall, leading the way for festivities were Consumer Tech brands, clocking in a remarkable 22.62K plus mentions. In line with this trend, consumer tech giant WhatsApp emerged as the frontrunner in amplifying the festive spirit accumulating over 22,241 mentions.
Following suit, e-commerce and quick commerce brands secured 7.7K plus and 6.4K plus mentions respectively. Brands under these categories – including Amazon (5.6K), Flipkart (1.7K), Vivo (1.5K), and Swiggy (1.4K), – trailed behind WhatsApp as they amplified the festive spirit further with topical offers and themed interactions.
iWorld
Subedaar puts Indian original cinema on the global map with record-breaking Prime Video debut
MUMBAI: Prime Video has a runaway hit on its hands. Subedaar, the gritty action drama starring Anil Kapoor, has stormed to become the most-watched Indian original movie on the platform in its opening weekend, cracking the Top 10 across 31 countries and landing in 91 per cent of India’s pin codes within days of its March 5 premiere.
The film, a visceral, emotionally-charged story of a retired soldier, Subedaar Arjun Maurya, wrestling with civilian life amid crime and corruption, has struck a nerve. Directed by Suresh Triveni and co-starring Radhikka Madan, Mona Singh, Saurabh Shukla, Aditya Rawal, Faisal Malik, and Khushboo Sundar, the film is already being hailed as a showcase for what Indian original storytelling can achieve on the world stage.
“Subedaar’s success is a reflection of the growing scale and global resonance of Indian storytelling,” said Nikhil Madhok, director and head of originals at Prime Video India. “The film’s emotional narrative, its rooted portrayal of a soldier confronting his toughest battles beyond the battlefield, has struck a chord. Anil Kapoor delivers an acting masterclass, while Suresh Triveni’s solid direction and great performances from the ensemble cast have resulted in love and appreciation from customers across the world.”
Kapoor, 62, has been here before, but rarely at this altitude. Written by Triveni and Prajwal Chandrashekar, with dialogues by Triveni, Saurabh Dwivedi, and Chandrashekar, the film is a production by Opening Image Films in association with Anil Kapoor Film & Communication Network (AKFCN), produced by Vikram Malhotra, Kapoor, and Triveni.
Subedaar streams exclusively on Prime Video in Hindi, Tamil, and Telugu across India, and in over 240 countries and territories worldwide.
For Prime Video, the numbers tell the real story: one weekend, one film, a global footprint, and a very loud signal that Indian original cinema is no longer just travelling well. It’s arriving.
