Mumbai: ShareChat, India’s leading multilingual social media platform, recently collaborated with the ministry of culture and ministry of Home Affairs for the Independence Day campaign- ‘#Anekta mei Ekta‘. The campaign aimed to celebrate & empower Indians by generating mass awareness and driving engagement on the platform. On 15 August, over 20 million users logged into ShareChat before 7 am. The platform garnered 3.5 million shares per hour in the first few hours.
Social media has become a platform of expression and virtual celebrations for users, even when it comes to celebrating patriotism. The leading trending tag on ShareChat during Independence Day was #SwantantraDiwasKiShubhkamnaein (equivalents in other languages), which amassed 170,000 creations, 750 million views, and 16 million shares in 15 languages.
Talking about the heightened engagement on the platform, ShareChat and Moj Sr. director- of content strategy & operations Shashank Shekhar said, “Indians are certainly enthusiastic about celebrating festivals, and occasions and showering their love for their country on our platforms. We are genuinely grateful to our community of creators, hosts, and users who bring these special days to life through our platforms. For Independence Day ShareChat creators crafted 500,000 pieces of content and the theme of patriotism, which garnered over 2 billion views. One ShareChat creator received 550,000 shares on her posts on patriotism. On Moj, creators curated 745,000 videos, accumulating 1.2 billion video plays. When it comes to representing India, its culture, and society, nothing compares to ShareChat and Moj.”
A set of tricoloured virtual gifts were also introduced on the platforms to celebrate the occasion. Users gifted 1.5 million Independence Day-themed virtual gifts on Moj and ShareChat. Over 300,000 live streams took place on ShareChat audio and Moj video live including flag hoisting events, poetry readings, musical gatherings, quizzes, and debates on Indian history. One of the top hosts on Moj received virtual gifts worth Rs 818,000, while the top creator on ShareChat received virtual gifts worth Rs 850,000.
Patriotism without music is somewhat incomplete. Both ShareChat & Moj have a diverse range of music given different languages and cultural nuances. ‘Desh Mere’, sung by Arijit Singh from the 2021 movie Bhuj topped the charts in content creation with users creating 124,000 videos using this song, garnering 94 million video plays. Apart from this, songs like ‘Maa Tujhe Salaam’ dominated in Punjabi, Bangla, Telugu, Marathi, and Odia languages, ‘Mera Rang De Basanti Chola’ in Hindi, and ‘Bharathambe Ninna Januma Dina’ in Kannada.
To understand more about how India commemorated Independence Day on the internet, read here.
