By Our Staff
Sprinklr Insights has published a report titled Diwali Delight: An Overview of Festive Trends and Conversations Illuminating Social Media.
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.
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+ 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+ and 6.4K+ 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.
Most Popular Regions: Of the 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 centrestage, comprising the majority of conversations around Diwali at 87.3%. Of the remaining conversations, those around Offers and Discounts stood out, making up for a majority of conversations at 9.4%.