Festive cheer amongst 18 to 64 year old social audience in India led to over 83 lakh active conversations (social media) during the season. In a study conducted by Farm Insights, Amazon, Premier League (football) and MG Cars were amongt the most talked about brands during pre-Diwali and during Diwali period. US President, Joe Biden’s tweet wishing Indians during the festive season saw a maximum engagement from the audience than any other celeb, followed by Virat Kohli.

*(M/F Pan India, 18-64 yrs)

Personality that generated highest social buzz:

Joe Biden’s tweet wishing Indians during the festive season saw a maximum engagement from the audience than any other celeb followed by Virat Kohli.

Bollywood stars, Aamir and Disha Patani were trolled by the audience for their social initiatives which didn’t go down well with the audience. While all 3 government and/or state heads who wished Diwali witnessed a great engagement for their posts from majority of the audience. Fans of late actor, Sushant Singh Rajput, especially in the age groups of 18-34 kept the buzz alive on him during the season.

*(M/F Pan India, 18-64 yrs)

Most used emoji:

 diya emoji was used the most across all age categories, while interestingly the eldest of India still preferred the traditional folded hands ( ) to wish each other.

/F Pan India, 18-64 yrs)

Emotions:

Happy, Special and Hope remain as key emotions in the conversations.