iWorld
At ‘Creator Day’ in Delhi, Meta highlights its commitment to the Indian creator economy
Mumbai: Meta (formerly Facebook) highlighted its commitment to creators in Delhi and across the country by organising its first ‘Creator Day’ in Delhi-NCR.
‘Creator Day’ is Meta’s annual flagship event to celebrate creators and provides an opportunity for them to create, collaborate, and learn from each other. The 2022 version of the event is unique because it took place across five cities: Mumbai, Hyderabad, Kolkata, Chennai, and Delhi, which was the city for the event finale. It is also the first time, at ‘Creator Day’, that Meta provided the fans an opportunity to meet and interact with creators – an engagement aimed at strengthening their relationship.
In the run-up to the event, creators Komal Pandey, Saloni Gaur, Vishnu Kaushal, Sushant Divgikr, RJ Abhinav, Avneet Kaur, Aksh Baghla, Game Guru, and Shlok were ambassadors for ‘Creator Day,’ with them featuring on outdoor ads that were visible in different parts of the city. Over 350 creators finally attended the event and had the opportunity to sit through sessions on collaborating with each other in the best possible manner, on brand partnerships, and on inspirational creator growth stories.
Meta highlighted the way creators from the north of India like RJ Karishma, Shubham Gour, Amulya Rattan, and Naveen Singh aka @bihariladka are pushing culture through their content and building loyal communities all through their content on reels.
Facebook India (Meta) director & head of partnerships Manish Chopra said, “Young people across India, and what some call Bharat, are expressing themselves on reels and being discovered by audiences across the country. They’re becoming the new generation of creators, with a national following, in the process shaping culture and influencing trends. For this reason, we believe a key pillar of India’s new economy is going to be built and fuelled by creators. And with reels, everyone has a stage to be a global icon of tomorrow.”
Actor Varun Dhawan was a part of the opening keynote, as he shared the way he’s inspired by creators as well. He said, “It’s impressive the way young people are showcasing their talent on reels, and how they’re breaking through every day, every moment. Being authentic and keeping experimenting is the best advice I can give creators. From Student of the Year to the upcoming Bhediya, these are two principles I’ve lived by and maybe that’s something you could follow too. I wish you the best in finding your own path and being advocates for your collective success. I’m glad Meta’s providing you with opportunities like Creator Day, and I’m happy I got to be a part of it too.”
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.
