iWorld
India shared 3.5 million posts per hour on Independence Day: ShareChat
Mumbai: ShareChat, India’s leading multilingual social media platform, recently collaborated with the ministry of culture and ministry of Home Affairs for the Independence Day campaign- ‘#Anekta mei Ekta‘. The campaign aimed to celebrate & empower Indians by generating mass awareness and driving engagement on the platform. On 15 August, over 20 million users logged into ShareChat before 7 am. The platform garnered 3.5 million shares per hour in the first few hours.
Social media has become a platform of expression and virtual celebrations for users, even when it comes to celebrating patriotism. The leading trending tag on ShareChat during Independence Day was #SwantantraDiwasKiShubhkamnaein (equivalents in other languages), which amassed 170,000 creations, 750 million views, and 16 million shares in 15 languages.
Talking about the heightened engagement on the platform, ShareChat and Moj Sr. director- of content strategy & operations Shashank Shekhar said, “Indians are certainly enthusiastic about celebrating festivals, and occasions and showering their love for their country on our platforms. We are genuinely grateful to our community of creators, hosts, and users who bring these special days to life through our platforms. For Independence Day ShareChat creators crafted 500,000 pieces of content and the theme of patriotism, which garnered over 2 billion views. One ShareChat creator received 550,000 shares on her posts on patriotism. On Moj, creators curated 745,000 videos, accumulating 1.2 billion video plays. When it comes to representing India, its culture, and society, nothing compares to ShareChat and Moj.”
A set of tricoloured virtual gifts were also introduced on the platforms to celebrate the occasion. Users gifted 1.5 million Independence Day-themed virtual gifts on Moj and ShareChat. Over 300,000 live streams took place on ShareChat audio and Moj video live including flag hoisting events, poetry readings, musical gatherings, quizzes, and debates on Indian history. One of the top hosts on Moj received virtual gifts worth Rs 818,000, while the top creator on ShareChat received virtual gifts worth Rs 850,000.
Patriotism without music is somewhat incomplete. Both ShareChat & Moj have a diverse range of music given different languages and cultural nuances. ‘Desh Mere’, sung by Arijit Singh from the 2021 movie Bhuj topped the charts in content creation with users creating 124,000 videos using this song, garnering 94 million video plays. Apart from this, songs like ‘Maa Tujhe Salaam’ dominated in Punjabi, Bangla, Telugu, Marathi, and Odia languages, ‘Mera Rang De Basanti Chola’ in Hindi, and ‘Bharathambe Ninna Januma Dina’ in Kannada.
To understand more about how India commemorated Independence Day on the internet, read here.
iWorld
Prime Video drops trailer for Lukkhe, a rap crime drama starring KING in his acting debut
Eight episodes of revenge, redemption and hard-hitting rap arrive on the streaming platform on 8th May
MUMBAI: Prime Video has unveiled the trailer for Lukkhe, an eight-episode musical action drama built around the world of rap, crime and bruised relationships — and it has done so in suitably loud fashion, launching it at a live concert in Mumbai featuring electrifying performances by KING, Amira Gill, Akshath, Raashii Khanna, Ruaa Kayy and RUTVXK. As if that were not enough, the show’s music album was also dropped at the event, in collaboration with exclusive music streaming partner Amazon Music and music label Warner Music India.
The series is directed by Himank Gaur and produced by Vipul D. Shah and Rajesh Bahl under the banners of Optimystix Entertainment and White Guerrilla LLP. It is created and executive produced by Agrim Joshi and Debojit Das Purkayastha.
The cast is the talking point. KING, the acclaimed Indian rapper and songwriter, makes his acting debut as MC Badnaam, a performer consumed by rivalry and hunger for recognition. Raashii Khanna, returning to Prime Video after Farzi, plays Gurbani. Palak Tiwari, making her streaming debut, plays Sanober. Lakshvir Singh Saran plays Lucky. The ensemble also includes Nakul Roshan Sahdev, Kritika Bharadwaj, Shivankit Parihar, Yograj Singh and Ayesha Raza Mishra in pivotal roles.
The trailer plants its flag squarely in the tension between MC Badnaam and his rival MC OG, played by Parihar, while threading in the love story between Lucky and Sanober. The soundtrack, which spans hard-hitting rap anthems to emotionally charged melodies, is as much a character in the show as any of its leads.
Gaur was candid about what drew him to the project. “Lukkhe gave me a chance to dive into a world that’s loud, emotional, and constantly on edge,” he said. “What stayed with me was how every character is chasing something personal, and music becomes their way of expressing it. Working with this cast, especially KING in his debut, along with Raashii, Lakshvir, and Palak, was incredibly rewarding because they brought honesty that elevated every moment.”
Khanna reflected on her character with evident relish. “Playing Gurbani in Lukkhe was a really intense and fulfilling experience,” she said. “What I found most interesting was how her strength comes from something deeply personal, which shapes every decision she makes. It was about finding that balance between vulnerability and grit.”
KING, stepping in front of the camera for the first time, was characteristically direct. “Stepping into Lukkhe as MC Badnaam has been a defining moment for me,” he said. “What drew me in was how real his hunger and need to be heard felt. It’s something I connect with as an artist. Bringing music into his journey made the experience even more personal.”
Tiwari described the role as a first on multiple fronts. “It was my first time working with Prime Video, and the whole experience felt new and creatively satisfying,” she said. “Being part of a story that has both intense and heartfelt moments, along with a team that brought so much honesty to it, made this journey truly memorable.”
Saran, for his part, zeroed in on what made Lucky tick. “Lucky is someone who’s trying to move forward while still carrying the weight of his past, and that push-pull made him really interesting to explore,” he said. “There’s a sincerity to his journey that I hope people connect with.”
Lukkhe premieres on Prime Video in Hindi on 8th May, across India and in more than 240 countries and territories worldwide. In a streaming landscape drowning in crime dramas, this one is betting that putting a rapper at its centre – and meaning it – is enough to cut through the noise. On the evidence of the trailer, it might just be right.
