DIANA FERNANDES
With a vibrant youth population and technological access, Bollywood actor Shraddha Kapoor has called the current time a golden era for Indian content creators. She was in conversation with head of Instagram, Meta, Adam Mosseri at the World Audio Visual and Entertainment Summit (WAVES) recently held at the Jio World
Centre, Mumbai.
Speaking at a session titled, ‘Creative Expression: How Gen Z Consumes Content’, Kapoor said, “Today, anyone with a smartphone can be a content creator and producer. There is a democratisation of content through platforms like Instagram. The current moment is a golden era for Indian content creators. It’s an incredible time for India to be the content hub of the world.”
Kapoor, who is known for her authentic presence and quirky impressions, said the convergence of digital technology, affordable data, and a vibrant youth population were driving the content industry in the country.
“When content comes from the heart, it naturally connects with people. I always try to post authentic content rather than being strategic,” she said while remarking on how quickly trends form and evolve on social media.
Mosseri meanwhile offered a global perspective, sharing his insights on the rapid transformation of digital content creation in India. “The decreasing cost of data and the widespread availability of high-speed internet have opened new doors for content creators. India is experiencing an unprecedented surge in content creation,” he said.
Speaking about the rise of visual content, in particular, reels, which has become a chosen mode of expression on Instagram, Mosseri said, “Visual content is inherently more engaging and impactful. Reels have empowered individuals to tell stories in a shorter and impactful manner, offering a creative platform to connect with a global audience.”
