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Starcom's October 2023 trend report: A glimpse into dynamic cultural currents

Authored by Rahul Beer and Rajiv Gopinath, Starcom’s monthly compendium delves into a diverse array of domains, ranging from sports and entertainment to reels and beyond, encapsulating the essence of contemporary culture

Starcom has unveiled the Trend Report for October 2023. This comprehensive report offers a deep dive into various realms, from sports and entertainment to the world of reels and beyond, capturing the very essence of modern culture.

The report covers trends across four major platforms –

  1. Google and Twitter
    • Cricket World Cup
    • Sports
    • Movies, Music and Entertainment
    • General
  2. Spotify
  3. Instagram
    • Reels
    • Memes
  • Google and Twitter

For the major platforms- Google and Twitter, the trends could be divided into 4 major buckets:

1. Cricket World Cup

The ICC Cricket World Cup 2023 stands as one of the most eagerly anticipated events in the realm of sports. Enthusiastic cricket fans from every corner of the globe are anxiously looking forward to the exciting matches set to unfold in this esteemed tournament.

On social media, the World Cup is a big buzz. Fans have posted around 1.8 million videos and 4 million images related to it, we can see there is a larger audience (around 1445 views) engaging per post.


On November 5, the cricket match between England and New Zealand captured significant attention, garnering approximately 40,000 mentions. The enthusiasm peaked on November 8th, reaching 45,000 mentions and 25,000 impressions as India kicked off their campaign with a triumphant win against Australia. Cricket fever at its peak!

India triumphed over Afghanistan, but the standout moment was the trending rivalry between Virat Kohli and Naveen Ul Haq, making Naveen the talk of the day with 268,497 mentions.

India Vs Pakistan World Cup Match 2023

The India vs Pakistan match on 14th Oct took social media by storm, emerging as the month's hottest topic with 171,254 posts and 192,778 mentions. Twitter led the conversation with 126,418 mentions, while YouTube contributed around 28K mentions.

In the India vs England match, the spotlight shone on Rohit Sharma with 2,219 mentions and Mohammed Shami with 906 mentions, making them the standout players in the social media buzz.

Sports: Triumphs and heartfelt celebrations

Asian Games 2023

In the sports arena, the Asian Games 2023 took centre stage with a whopping 10,000 posts and 13,000 mentions. "Asian Games" and "gold medal" were the talk of the town. Additionally, Raman Sharma and Neeraj Chopra were in the limelight with 304 and 140 posts, respectively. A thrilling wave of sports discussions!

Neeraj Chopra's gold-winning moment at the Asian Games set social media abuzz with 5,500 mentions on Twitter, 1,337 mentions on YouTube, and 475 mentions on Instagram.

 Lionel Messi secures his legacy with an eighth Ballon d'Or, dominating social media trends with a staggering 378K posts. Meanwhile, Aitana Bonmatí claims the Ballon d'Or Féminin, sparking discussions with 32K posts.

1. Movies, music, and entertainment: Blockbusters and celebration

In Bollywood buzz, Tiger 3's trailer stormed in with 18,500 posts, Leo ruled as a blockbuster with 26,510 posts, and Vijay joined the spotlight with 9,000 posts. A blockbuster month in the tinsel town!

Mahesh Babu’s Guntur Kaaram is among the much-anticipated films in Telugu. The movie has the same expectations as films like Pushpa.

After Bigg Boss OTT 2, Elvish Yadav and Manisha Rani steal hearts in collaboration. Ever since the second season of Bigg Boss OTT ended, fans have been eagerly waiting for Elvish and Manish to collaborate and finally, the wait is over.#ElvishArmy is also trending on X with 1.10 million tweets

 'Koffee with Karan' returns for its eighth season, igniting social media with 227K posts featuring the trending hashtags #KoffeewithKaran and #RanveerSingh. 

BTS's Jungkook achieves a new milestone, surpassing Miley Cyrus' record as "Seven" becomes the fastest song to reach 1 billion streams on Spotify. Meanwhile, fans globally celebrate Jimin's 26th birthday with creative and heartfelt tributes on October 13

1.3 Others: Celebrations, anticipation and alerts

October is a month to rejoice for Hindus, as many auspicious festivals fall during this time. It is also known as the holiday season. This year, during October, holy occasions like Dussehra, Navratri, Durga Puja, Shardiya Navratri, and many more will be marked by devotees. On Gandhi Jayanti, the nation pays homage to the great soul whose wisdom and vision paved the way for India's independence from colonial rule.

In a collaborative effort between the Department of Telecommunication and the National Disaster Management Authority, a state-of-the-art early warning system has been launched to forewarn and prepare for future disasters.

Tata Motors has announced the launch of the Harrier and Safari facelifts. The two updated SUVs were revealed recently with a fresh new design as well as new features.

In the vast expanse of technology and space exploration, the eyes of the world turned towards India's ambitious Gaganyan mission. Amid the cosmic silence, the Gaganyan mission echoed the hopes and dreams of a nation, highlighting India's significant presence in the realm of space exploration.

2. Spotify

In the realm of music streaming, Spotify's charts were set ablaze by "Tu Hai Kahan" from the album "Aur," claiming the top spot with the highest number of plays. Arijit Singh's "Chaleya" and Jasleen Royal's "Heeriye" followed closely, creating a melodious top trio. Surprisingly, "Mahiye Jinha Sohna" by Darshan Raval slipped down the ranks. Interestingly, the past month witnessed a romantic musical takeover, with slow, rhythmic love songs dominating the charts. Clearly, the Indian audience's musical inclination leaned towards romantic and soulful tunes throughout October.

3. Instagram: Reels and Memes Trend

During October 2023, Instagram transformed into a dynamic tapestry of creativity, where trends swirled like a whirlwind, sparking laughter and evoking deep emotions among its diverse and lively community.

Let's kick things off with the trend that has been dominating Instagram for a few months now and has finally made its way onto our list. If you're not familiar with 'Ganji Chudail' (Bald Devil), it's essentially an Indian eerie version of Cocomelon. Originally geared towards young toddlers, it has now found a fanbase among young adults.

In the world of social media, trends come and go in the blink of an eye, but some are there to stay. One such trend that recently took Instagram by storm is the "Just Looking Like a Wow" video.

 Following the success of 'Passoori,' the latest song 'Khalasi' from Coke Studio India has taken the town by storm. Not only is the song trending all over Instagram, but it has also become a sensation during the holy festival of Navratri, spawning approximately 1.3 million reels on the platform.

Just when you think Desi's Instagram cannot get any cooler, a young man in a black shirt and snug pants grooves to one of the top songs and instantly goes viral. The video of this guy's dance moves has taken over Instagram, gaining so much traction that even the Indian National Congress, couldn't resist using it.

Epik, a South Korean AI-powered photo editing app, has gone viral for launching an ‘AI Yearbook’ tool that allows its users to create ’90s-style photos. Celebrities, influencers and business moguls have jumped on the trend and shared their results, from Korean actress Jung Yu-mi to Hong Kong athlete Vivian Ma.

The Bhupendra Jogi meme took the internet by storm when a man from Bhopal, India responded to a question about his travels in the US with his own name. This quirky exchange quickly went viral, capturing the attention of netizens worldwide.

In the dynamic digital landscape, decoding the diverse moods and preferences of the online audience is paramount. As the internet buzzes with a constant flow of information, understanding these nuances is the key to unlocking valuable insights. By delving into what captures their attention, be it on social media platforms or search engines, we unravel the essence of their interests.


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