iWorld
5 things to look forward in Tripling season 2
MUMBAI: Yes, the most awaited road trip of the year is finally here. Tripling is making its way back to your hearts and this time, it’s twice the fun. The terrific trio promise a double dose of laughter, entertainment and drama as they embark on a new journey. On way to re- discovering themselves and their bond, Chandan, Chanchal and Chitvan encounter funnier incidents and make for lifelong memories.
Before the madness begins on 5th April, we list down for you 5 reasons that make Tripling season 2 bigger and better. Here’s why you shouldn’t miss this sibling trio’s second escapade on SonyLIV–
Ø Craziest Road Trip
The world witnessed one of the most entertaining road trips ever with Tripling season 1. This season the journey is funnier. Hitting the road, the siblings yet again thrive to set themselves free. Where they end up and what all they have in store is something you all need to watch out for.
Ø Picture-perfect Locations
After strolling through the historically rich state of Rajasthan in the previous season, Season 2 will take fans straight up to the mountains and leave them mind- blown with the beauty. Such road trips are worth the wait, isn’t it?
Ø The Ultimate Trio
Siblings – You can’t live with them. You can’t live without them. Sumeet Vyas, Maanvi Gagroo and Amol Parashar’s cracking chemistry soars higher this time. The trio is back and their bond is stronger than ever. If you have never thought of planning a road trip with your siblings, we are sure you will do post watching Tripling Season 2.
Ø All That Chaos
How can our lives not be a little messy? The trio is up for a newer set of unexpected events that challenge them at every step. But how they struggle through it to come out stronger is something which sets this show apart.
Ø Sumeet Vyas – the writer
Well, he is a versatile man. Sumeet Vyas is back as a writer on this one and ensures a refreshing twist to the tale. Get ready for his comic nuances and emotional turnarounds wonderfully woven together in this crazy roller coaster ride.
Don’t forget to binge watch all the episodes on SonyLIV starting 5th April and hit the road the soonest.
iWorld
WhatsApp emerges as key commerce channel in India: Meta report
Whitepaper shows 77 per cent of purchases influenced by social media and shoppers spend 2.5 times more across channels
MUMBAI: If shopping once meant a stroll down the high street, today it begins with a scroll on a smartphone. India’s retail journey is being rewritten in real time, as consumers glide between Instagram Reels, WhatsApp chats and physical stores with barely a pause for thought. A new whitepaper by Meta in collaboration with the Retailers Association of India argues that this shift is not cosmetic but structural, powered by artificial intelligence, short form video, creators and conversational commerce.
The numbers underline the scale of the change.
Social media now influences 77 per cent of retail purchase decisions in India, with Meta’s platforms accounting for 96 per cent of social driven discovery. Discovery itself is increasingly passive and visual rather than deliberate and search led. As much as 97 per cent of consumers watch short form video daily, and 60 per cent of time spent on Facebook and Instagram is devoted to video content.
In other words, the shop window has moved to the feed.
The report highlights the growing dominance of the omnichannel shopper, a consumer who researches and buys fluidly across online and offline environments. More than 50 per cent of retail consumers research products online before purchasing in store. Equally, over 50 per cent browse in store before completing their purchase online.
This blended behaviour is lucrative. Shoppers who buy across channels spend 2.5 times more than single channel shoppers. When customers engage across multiple touchpoints, spending rises by as much as 73 per cent. For retailers, unified commerce is no longer a strategy slide. It is a revenue imperative.
Meta India director of E commerce and retail Meghna Apparao, urged brands to focus on three pillars: Reels and creators for authentic storytelling, omnichannel performance marketing to connect platforms, and WhatsApp as a personalised commerce channel. Hitesh Bhatt of RAI noted that the challenge is no longer adopting digital tools but integrating them to deliver measurable outcomes.
Artificial intelligence sits at the heart of this integration. Indian retailers using Meta’s omnichannel optimisation have recorded more than fourfold improvements in omnichannel return on ad spend. Businesses that integrated in store sales data through Meta’s Conversions API have reported Roas uplift ranging from 2 times to 5 times or more, alongside incremental sales growth of up to 9 times depending on category and market.
Integrated data strategies have also delivered revenue growth of up to 15 per cent, suggesting that when digital signals are tied to offline outcomes, marketing efficiency sharpens considerably.
Retailers are already putting this into practice. Reliance Digital has leaned into a Reels first strategy, working with regional creators to drive engagement and measurable business impact. Croma says Meta’s AI powered tools have enabled it to integrate offline data and activate performance marketing across touchpoints, strengthening both footfall and revenue across online and physical stores.
Trust is increasingly creator led. The report finds that 71 per cent of consumers make a purchase within a couple of days of seeing creator content on Meta’s technologies. Campaigns that leverage reels and creators have delivered 71 per cent higher brand intent lift and 19 per cent lower acquisition costs.
Micro and nano creators, in particular, are accelerating purchase decisions by embedding products into relatable, local narratives. Influence is no longer confined to celebrity endorsements. It is distributed, conversational and continuous.
If Instagram and Facebook drive discovery, WhatsApp is emerging as the conversion engine. According to the report, 72 per cent of product discovery now happens on WhatsApp. Retailers using business messaging and click to WhatsApp campaigns are seeing a 61 per cent average improvement in return on ad spend, a 62 per cent increase in leads and 22 per cent higher order values.
The implication is clear. Commerce is shifting from clicks to conversations. Discovery, purchase and post purchase support increasingly unfold within a single chat thread.
The whitepaper argues that omnichannel maturity will define competitiveness in Indian retail. Consumers no longer toggle between online and offline modes. They operate across both simultaneously, often within the same buying journey.
For brands, the task is no longer about being present on digital platforms. It is about stitching together discovery, data, conversation and store experience into a unified loop that can be measured in footfall, revenue and repeat purchase.
As India’s shoppers continue to scroll before they stroll, the retailers who align AI, creators and messaging into one seamless experience may find that the path to growth is less about adding new channels and more about connecting the ones they already have.
