iWorld
WhatsApp adds multi-calling feature
MUMBAI: WhatsApp has finally launched multi-calling feature for both voice and video calls. It is being rolled out to Android and iOS users globally. Facebook confirmed the group video calling feature at its annual F8 conference.
Once a call gets connected, a new ‘add participant’ icon at the top right corner of the call screen can be clicked to add more participants from the contact list. The icon gets disabled after a third participant is added. Calls can have up to four participants including the person who started the call.
Earlier WhatsApp had to face criticism for issues related to fake news and disinformation that has been rampant on the platform in the last couple of months. It added a new feature in July which puts a limit to the number of messages forwarded by a user.
Any message that is forwarded without editing will display the word ‘forwarded’ and it also restricted sending such messages to more than five contacts at a time.
The Facebook-owned service has come under harsh criticism from even the government of India regarding several of its features.
e-commerce
Instamart gold dig event at Hussain Sagar goes viral
Hyderabad activation ties to gold price lock offer ahead of Akshaya Tritiya
MUMBAI: All that glitters isn’t just gold, it’s also great marketing. A quirky on-ground activation by Instamart at Hussain Sagar Lake has turned into a viral spectacle, with videos of people digging for gold coins flooding social media feeds this week. The campaign, executed in collaboration with Moms, transformed a patch of the city’s iconic lakefront into what online users quickly dubbed a “mini gold rush”. Armed with spades, participants dug through a mud-filled pit in search of hidden gold coins, an activity that drew crowds, cameras and plenty of commentary online, ranging from amused disbelief to outright fascination.
At the heart of the frenzy was a promotional push for Instamart’s ‘Gold Price Lock’ feature, which allows users to secure prevailing gold rates between April 10 and April 16 and complete their purchase later during Akshaya Tritiya, a period traditionally associated with high gold buying. The mechanic cleverly blended physical participation with digital conversion, turning curiosity into a potential transaction.
Branded as ‘Gold Diggers’, the activation leaned into gamified engagement. Those who struck lucky walked away with coins, those who didn’t were nudged with a simple message: lock the price now, buy later. The result was a steady stream of footfall and a surge in user-generated content, as onlookers and participants alike documented the spectacle.
The timing is significant. India remains one of the world’s largest consumers of gold, with demand peaking around Akshaya Tritiya. Data from the World Gold Council suggests the festival alone accounts for roughly 25–30 tonnes of gold purchases annually, making it a high-stakes window for brands looking to tap into consumer sentiment.
As the ‘Gold Price Lock’ feature remains live until April 16, the campaign has already done its job turning a simple product feature into a citywide moment. Because sometimes, the quickest way to get people talking about gold isn’t to sell it, it’s to make them dig for it.
