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
Prime Video and Hrithik Roshan reunite for quirky heist comedy Mess
HRX Films expands pact with quirky heist comedy set for production
MUMBAI: Prime Video is doubling down on its partnership with Hrithik Roshan, announcing a new comedy film Mess that promises chaos, chuckles and a clever twist on the classic heist.
Produced by Hrithik Roshan and Eshaan Roshan under HRX Films, a division of FilmKraft Productions, the film is being made in association with Soda Films Lab. Directed by Rajesh A Krishnan, Mess marks the second collaboration between the streaming platform and HRX Films after the upcoming thriller Storm.
At the heart of Mess lies an unusual premise. A group of robbers break into the home of a man with OCD, only to find themselves outmatched in a night-long standoff that flips the script on who is really in control. It is a set-up that blends tension with humour, turning a break-in into a breakdown of expectations.
Prime Video India director and head of originals Nikhil Madhok said, “A good story should surprise and entertain, and Mess does both with ease. It brings together a unique premise, memorable characters and a tone that keeps you laughing throughout.”
He added that the collaboration with HRX Films continues to grow stronger, with the new film reflecting a shared appetite for bold and original storytelling.
Hrithik Roshan said, “After Storm, Mess feels like a natural next step in our journey with Prime Video. The film captures the kind of unconventional storytelling we want to champion, with Rajesh bringing a distinctive voice to the narrative.”
Director Rajesh A Krishnan said, “The world of Mess is a mix of comedy and chaos, unusual enough to keep audiences on edge while still delivering humour. It has been a deeply collaborative and creatively fulfilling experience.”
The original screenplay comes from Paul Soter, with adaptation and dialogues by Kapil Sawant, adding another layer of craft to the film’s offbeat narrative.
As production gears up, Mess looks ready to live up to its name, serving up a delightful tangle of mayhem, mischief and movie magic for audiences in India and beyond.
