Starcom's Aug-Sept 2023 trend report: A glimpse into dynamic cultural currents

In its relentless pursuit of unravelling the intricate threads of human experiences, Starcom has created the August and September 2023 Trend Report, an insightful panorama of the prevailing cultural tapestry. This monthly compendium delves into a diverse array of domains, ranging from sports and entertainment to reels and beyond, encapsulating the essence of contemporary culture.

The report covers trends across 4 major platforms –

1. Google and Twitter
   1. Sports
   2. Movies, Music and Entertainment
   3. General
2. Spotify
3. Instagram
   1. Reels
   2. Memes
4. Google and Twitter

For Google and Twitter, the trends could be divided into three major buckets:

1.1 Sports: Triumphs and Heartfelt Celebrations

Sports enthusiasts witnessed an exhilarating array of moments spanning August and September. India's T20 series victory over Ireland, powered by Bumrah's remarkable comeback, sent fans into euphoria. The standout performances of Ruturaj Gaikwad and Rinku Singh showcased the depth of India's cricketing talent.

Virat’s scoring a 100 against Pak

The Asia Cup showdown between cricket giants India and Pakistan was a monumental spectacle. India secured a resounding 228-run victory, with Virat Kohli's unbeaten 122 runs and KL Rahul's impressive 111 runs leading the charge. Their formidable partnership of 233 runs bore testament to their batting prowess.

The Asia Cup semi-final saw Sri Lanka triumph over Pakistan, setting the stage for an electrifying final against India. The fifties from Sadeera Samarawickrama and Kusal Mendis propelled Sri Lanka to a memorable win, captivating cricket enthusiasts across the nation.

India winning Asia Cup’23

The historic Asia Cup final between India and Sri Lanka was a momentous occasion, with Ishan Kishan's final shot securing India's triumph after a five-year hiatus. Mohammed Siraj's remarkable bowling spell, netting him six wickets, reverberated with thunderous applause across social media platforms.

The English Premier League (EPL) delivered its usual dose of drama. Arsenal's remarkable performances, even when down to ten men, turned heads and sparked discussions about their resurgence. Conversely, Manchester United's consecutive losses raised concerns among fans, highlighting the intense rivalry between the two Manchester clubs.

Manchester City clinched the UEFA Super Cup with a late winner from Palmer, extending their remarkable winning streak. In contrast, Chelsea and Manchester United struggled, with their performances dimming.

Shifting our focus to LaLiga, Cancelo and Felix stood out with their exceptional performances in Barcelona. The Catalan giants, Barcelona, dominated every game with their star-studded lineup, captivating fans worldwide.

Praggnanandhaa

Lionel Messi continued to dazzle football fans as he demolished opponents in Major League Soccer (MLS) and steered Inter Miami to the Super Cup final.

Indian chess prodigy Praggnanandhaa's impressive performance in the World Cup captivated the nation. Although Magnus Carlsen emerged as the winner, Praggnanandhaa's resilience and skill earned him immense respect and celebration from Indians.

1.2 Movies, Music, and Entertainment: Blockbusters and Celebrations:

Entertainment took centre stage during this period, offering a diverse range of experiences. Hrithik Roshan, Deepika Padukone, and Anil Kapoor starrer "Fighter" teased audiences with electrifying aerial combat scenes, generating excitement across social media and promising an adrenaline-packed cinematic journey.

"The Nun II" emerged as a formidable force in the world of horror, captivating Indian viewers both on the silver screen and through OTT platforms. Fear proved to be a universal language that transcended boundaries.

Shah Rukh Khan, often celebrated as the "King" of Bollywood, continued his cinematic reign with "Jawan." The superstar's magnetic charisma sent audiences into a frenzy, reaffirming his iconic status in the film industry.

The launch of the "Fukrey 3" trailer created ripples in the entertainment sphere as fervent fans eagerly anticipated the forthcoming instalment of this beloved franchise. The trailer's impact reverberated across the social media landscape, setting expectations ablaze.

Sunny Deol's return to the big screen with "Gadar 2" and Ranveer Singh and Alia Bhatt starter “Rocky and Rani ki Prem Kahani” created waves of excitement, proving that certain cinematic legacies stand the test of time.

Akshay Kumar's "OMG 2" garnered praise for its unique and socially aware storyline, provoking discussions on pressing issues. Meanwhile, Netflix's "Guns and Gulaab," starring Rajkummar Rao, became an instant hit, captivating audiences with its compelling narrative.

Parineeti Chopra’s Wedding

The 2023 National Film Awards celebrated outstanding talent in the film industry, with Alia Bhatt, Kriti Sanon, Allu Arjun, and others taking home prestigious honours. The awards ceremony was a testament to the ever-evolving landscape of Indian cinema.

In the realm of celebrity news, Chris Evans, renowned for his portrayal of Captain America, reportedly tied the knot with actor Alba Baptista. Avengers assembled to celebrate the joyous occasion, while Indian fans extended their warm wishes to the superhero. Parineeti Chopra's wedding with Raghav Chadha became a cause for jubilation among her fans, marking a special milestone in her life's journey.

1.3 Others: Celebrations, Anticipation and Alerts.

August and September were adorned with a tapestry of cultural moments beyond sports and entertainment. Indian festivals, including Vishwakarma Puja, Ganesh Chaturthi, Onam, and Raksha Bandhan, brought communities together in joyous revelry, and Independence Day uniting hearts across the nation.

Despite the celebrations, a cloud of concern hovered over Kerala in August due to the Nipah virus outbreak, prompting heightened vigilance and adherence to safety protocols.

The tech world buzzed with anticipation over Apple's iPhone 15 launch event, fueling discussions and speculations about the tech giant's latest innovations. Tech enthusiasts eagerly awaited the grand unveiling.

In the realm of transportation, Ola generated excitement with the launch of its S1X electric scooter, tapping into the burgeoning market for sustainable transportation solutions. Hero, a legendary name in the Indian automobile industry, created a buzz with the launch of the all-new Karizma, capturing the imagination of consumers.

In the domain of technology and space, people eagerly anticipated India's Chandrayaan-3 mission, showcasing the nation's unwavering passion for space exploration. ISRO's updates and landing time became hot topics, reflecting the nation's collective curiosity and pride.

Anime enthusiasts rejoiced as Netflix unveiled the live-action series of "One Piece," expanding the platform's diverse content offerings and catering to the growing demand for anime adaptations.

2. Spotify 

On Spotify – Chaleya from “Jawan” came racing to the top with maximum plays followed by Heereye by Jasleen Royal and Cheques by Shubh. “With You” bu AP Dhillon fell below in the chart. The top 10 in the last month have been dominated by rhythmic slow love songs. Overall, the mood of the Indian audience has been quite romantic in the month of August.

3. Instagram: Reels and Memes Trend

For August:

Chinese dancing girl

 "Chinese girl dancing" brought forth a template that swept away worries, allowing users to paint their weekend and getaway dreams in carefree strokes. From exotic locales to dreamy destinations, this trend became a window to escape into the world of relaxation. Puneet Superstar's iconic "Beta ab tu dekh!" voice unleashed a tsunami of never-ending memes, humorously inserted into countless situations to convey a sense of anticipation and assurance. "Lip to Lip" emerged as a cute and romantic reel trend, as couples and romantics across the platform melted hearts with

The cats green screen

their affectionate duets and lip-syncing adventures. "The cat" greenscreen, with one feline character comically supporting another, served as a hilarious metaphor for the audience's current life crises. From work-related woes to everyday mishaps, this trend became the perfect outlet for sharing relatable struggles. "It's not GARMANY. IT IS A BRAND" meme created a tidal wave of humour, with users ingeniously crafting memes that left the audience in splits. The sheer creativity and humour around this trend were boundless. AP Dhillon's soulful "With You" set the stage for a sea of

With you Couple Trend

romantic reels across IG, as couples flaunted their love stories with heartfelt duets and showcases of affection, adding a touch of romance to the platform. "Ram Ram ne Saareya ne," featuring a humble bodybuilder from Haryana, warmed hearts with his authenticity, workout regimen, and genuine demeanour. His inspiring journey resonated with users, earning him adoration and support from all corners. "Boy crying and starts laughing" became the go-to template for users to express that even in the worst of times, there's something good worth celebrating. This trend served as

Happy Happy Happy Cats

a reminder that laughter can be a powerful antidote to life's challenges. "Happy Happy Happy" cats became messengers of positivity, as people used them to spread good vibes and cheerful energy throughout IG. In a world sometimes marred by stress, these feline ambassadors brought smiles to faces far and wide.

For September:

Baingan Boy

One hilarious trend utilised AI wizardry to remix Bollywood songs with the iconic voice of Cristiano Ronaldo,  ingeniously relating them to hypothetical real-time scenarios. This ingenious fusion of football and music left users in splits. A village boy stole the hearts of the Indian audience with his endearing "Small W, Capital W" recitals, turning study sessions into groovy and memorable affairs. His enthusiasm was infectious, proving that learning can be fun.

“Time Kadd ke” Meme Trend

The "4 log bolein" trend seamlessly integrated into various aspects of social and professional life, with users flooding the platform with content that humorously encapsulated everyday situations. A little girl added her charm to the world of memes with her fluent "Meditation bowl" English monologues, leaving audiences both amused and charmed by her innocence. The "Baingan" boy from Bihar made a triumphant return to the meme scene, igniting laughter across the platform. His antics and expressions became a source of shared hilarity. Bhavik, known as "The Experiment Boy," continued to surprise and entertain his audience with his unique reinventions. Users found themselves in a perpetual love-hate relationship with his content, eagerly awaiting his next post while simultaneously getting worked up when he did.

Greedy Transition

Couples across IG embraced the "Hum Tum Alag Hain" trend to humorously depict the quirks and differences in their relationships, celebrating the beauty of love's diversity. The "Main din which tere laye time kadd k" dance template became a popular choice for users to comically portray everyday problems and dilemmas, adding a dose of humor to mundane situations. A little boy's iconic dialogue, "Main bolta nai, Kuchh bhi nai Karta," found resonance as users humorously showcased the sometimes-dubious correlation between tasks and motivation. Lastly, girls turned up the heat on Instagram with their sizzling "Greedy" hairflip transition videos, raising temperatures and drawing admiration from all corners.

In August and September 2023, IG memes and reels continued to be a source of connection, laughter, and expression for users across the platform. From comedic interpretations to romantic declarations, these trends showcased the ever-evolving creativity and diversity of IG's vibrant community.

4. Bonus: Deep Dive into the Most Discussed Topic of Aug’23 – Chardrayaan 3 

In August 2023, the anticipation and discussion surrounding ISRO's Chandrayaan-3 mission reached new heights. This highly awaited lunar exploration endeavour, designed as a follow-on mission to Chandrayaan-2, captured the imagination of space enthusiasts worldwide. The mission's goal of demonstrating the capability for a safe lunar landing and surface exploration sparked intense discussions and enthusiasm, leading to a substantial 3.3 million mentions across various platforms.

While the net sentiment score of 84% reflected an overwhelmingly positive outlook, it's essential to acknowledge that no endeavour in space exploration is without challenges. The mission continued to gather attention from diverse sources, with an astonishing 2 million images and 1.3 million videos posted, showcasing the public's keen interest in tracking Chandrayaan-3's progress.

Social media channels remained vibrant with conversations and engagements, with more than 13.5 million likes and over 106,000 comments, underscoring the global interest in the mission. The average of 314.5 engagements per post illustrated the depth of enthusiasm and involvement of space enthusiasts in discussing and supporting Chandrayaan-3.

Chandrayaan-3 stood as a beacon of India's space exploration endeavours, representing an exciting moment in lunar exploration history, with the potential to further contribute to our understanding of the Moon and beyond.

Impressions/Mentions/Sentiment Timeline

Following the successful lunar landing of Chandrayaan-3 in August 2023, online conversations have been buzzing with immense enthusiasm and a profound sense of accomplishment. The keyword "India" remains at the forefront, underscoring the nation's tremendous pride and identity associated with this significant achievement. "Moon" continues to capture attention, now with the added context of the successful landing, reflecting the mission's primary objective. Active engagement with ISRO's official account, denoted by "@ISRO," illustrates the public's continued interest and support for the space agency. The frequent use of "Congratulations" takes on a deeper meaning as it signifies the nation's collective celebration of Chandrayaan-3's triumphant milestone. The term "Chandrayaan-3 Mission" is a testament to the mission's successful focus and the public's active tracking of its historic progress. Furthermore, "South Pole" becomes even more relevant, as Chandrayaan-3's achievement, being the first rover to land on South-Pole of the moon. "Success" resonates strongly in these conversations, reinforcing the optimism and elation surrounding the mission's victorious landing. "History" takes on new significance, as Chandrayaan-3's success adds another page to India's storied space exploration journey. "Jai Hind" is a heartfelt expression of national pride and unity, now amplified by this remarkable achievement. The dedicated hashtag "#VikramLander" gains additional prominence, signifying the successful journey of this key component. "First Country" underscores India's aspiration to be a pioneering force in space exploration, further realized with this achievement. Meanwhile, discussions around "space exploration" are charged with renewed curiosity and inspiration. In summary, these online conversations, now enriched by Chandrayaan-3's successful lunar landing, mirror an extraordinary blend of national pride, scientific fascination, and the joy of mission accomplishment.

5. Bonus: Deep Dive into the Most Discussed Topic of Aug’23 – India in Asia Cup’23 

The Indian cricket team's performance in the Asian Games has been a topic of significant discussion and engagement on social media. With over 143,000 mentions, it's clear that cricket enthusiasts have been actively following and commenting on the team's progress. These mentions are divided into approximately 43,000 negatives, 89,000 neutral comments, and an impressive 55% of positive sentiments, indicating a generally favourable outlook.

In terms of content, there have been a multitude of posts, including videos, images, and other types of content, with videos and images garnering particular attention. The team's matches and moments have been widely captured and shared by fans, with over 269,000 videos and 461,000 images contributing to the online conversation.

The net sentiment score of 55% demonstrates that, on balance, the online sentiment surrounding the Indian cricket team in the Asian Games has been positive, reflecting the team's strong performance and fan support. The total engagement on social media has been remarkable, with over 37 million likes, 1.1 million shares, and nearly 382,000 comments, highlighting the deep engagement of fans with the team's journey.

On average, each post has received substantial engagement, with an average of 162.7 engagements per post. This indicates the fervour and enthusiasm with which fans have been discussing and supporting the Indian cricket team in the Asian Games, making it a highly engaging and positive trend in the online cricketing community.

Impressions/Mentions/Sentiment Timeline

The Asian Games ignited a spirited online discourse, with various hashtags, players, and teams dominating the discussion. Unsurprisingly, #cricket tops the list with nearly 299,000 posts, underscoring the widespread enthusiasm for the sport. The Indian cricket team, often referred to as #teamindia, garnered substantial attention, with over 114,000 posts discussing their journey in the Asian Games. Notably, cricket fans showed immense support for star players like #viratkohli and #rohitsharma, each attracting more than 100,000 posts. The excitement around the #AsiaCup2023 and #INDvsPAK fixtures led to significant discussions, and the highly anticipated World Cup and World Cup history added to the fervor with around 95,000 and 23,000 posts, respectively. It's evident that cricket enthusiasts have passionately embraced the Asian Games as a platform to express their love for the sport, players, and the highly anticipated matchups between India and Pakistan. 

Online audience has several moods in a specific time frame and while there is a constant influx of information on the internet, there is no better way to get insights into the audiences than understanding and analysing their interests which are best represented by what they look for and like on the internet- from social media to search.

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