The Twitter Trends India Report and its findings are aimed at informing brands and marketers of evolving trends and help them in crafting culturally relevant campaigns for brands for the platform.

1. The Conversation:
Twitter Trends
Millions of Tweets. Limitless insight.
India report

2. Millions of Tweets
Limitless insight.
People come to Twitter to talk about the things that
matter to them. Entertainment, news, sports, fashion -
it’s all here. And by analysing these honest
conversations, we can get a fresh understanding of the
evolving cultural trends and attitudes shaping our
future. It’s a big job. Crunching millions of Tweets over
two years is not for the faint of heart. But read on and
we think you’ll agree, it is worth it.
+73%
Correlation between
cultural relevance and
brand revenue*
The world is changing. Fast. But how fast? And where is it all going?
Discover how the talk on Twitter can give us a window into culture
and show how brands can stay ahead of what’s happening in India.
Introduction
1
Report Methodology: Circus Social, commissioned by Twitter, The Conversation: Twitter Trends, supplemented by additional data from Brandwatch. Data period: July 2018 through June 2021, India.
*Source: Kantar, commissioned by Twitter, Cultural Relevance Research, Dec 2019, USA, Base = 100 US brands tested. “Correlation” shows the measure of the strength of the relationship
between cultural relevance and brand revenue. Learn more here for methodology.

3. Self-Care
Health & Fitness
Mental Health Matters
Wellbeing
Prioritising self-care for ourselves and each other
Creator Culture Creativity at Home
Aspiring Content Creators
Content Promotion
More making in the hands of many
Everyday Wonder Astrology
Complexities of the Human Mind
Exploring Spirituality
Fascination with our world and beyond
One Planet Environment Urgency
Inclusive Sustainability
Driving towards a sustainable future
Tech Life Tech Communication
Smarter Living
Tech for Good
Inspiring a better-connected life
My Identity Self-Representation
Fandom
Personal Ethics
Empowering a true expression of self
6 trends to help brands stay
ahead of what’s happening in India
Overview
2

4. Wellbeing
Evolving trends:
3
Self-Care
Investing in yourself
Health & Fitness
Mindful fitness
Mental Health Matters
Nurturing our mental health
Wellbeing
Prioritising self-care for ourselves and each other
Gone are the days of just getting by. Collectively, we’ve moved past the idea of “wellness” just being a buzzword, instead we are digging
deep into what personal health and wellbeing actually look like on a day-to-day basis.
Srikanth Ch
@srikanthch10
Taking care of your health
& wellbeing is the highest
form of wisdom

5. Wellbeing | Self-Care
Self-Care
Investing in yourself
We often take time for granted especially when spending it with ourselves. Investing in our own self starts
with making time to do the things we love. Even if it’s just watching a movie with family or listening to
music - we’re changing our priority back to our wellbeing.
Conversations shaping Self-Care
1. Prioritising self
Self-love means spending time with yourself and connecting
with your emotional needs. As a result, there has been an
increase in methods to concentrate on your own happiness
and wellbeing.
2. Digital detox
Since social media has a huge impact on our state of
wellbeing, inculcating digital detox in our daily routine can
help us reduce anxiety and relax our minds by going
off-the-grid for a while.
3. Self-care tips
Increased community support to aid people in their journey and offer
encouragement.
4. #LoveYourself
Conversations around #LoveYourself are being used to
communicate the sentiment of prioritising yourself and
creating a community that supports each other.
5. Music therapy
Music has acted as a transformative catalyst to help
distract people from everyday stress.
4
+172%
mentions of
“positivity”
+45%
conversations around
“self-love”
+88% Growth
Conversations around Wellbeing surged
as the pandemic hit. With health at the
forefront of our minds, people continue
to focus on holistic wellbeing.
Nishant Sharma
@iamnicksharma99
Self-care is important

6. Wellbeing | Health & Fitness
1. Mindful exercises
2. Daily workout
3. Adequate sleep
4. Healthy choices
5. Nutritious diet
Conversations shaping Health & Fitness
+80%
conversations around
“sleep”
+102%
conversations around
“workout”
Health & Fitness
Mindful fitness
Creating a deep connection between mind and body leads to holistic wellbeing. Meditation, yoga,
daily workout routines and diets have gained popularity amongst people looking to build a
balanced lifestyle. Prioritising a healthier mind-body connection can have deep and lasting impact.
2018-2019 2020-2021
+103% Growth
Conversation around the mind-body connection has
accelerated, as more people think about their overall
health and fitness.
5
The pandemic has led to homebound living with a greater focus
on mindful fitness such as yoga and meditation to keep people
calm in order to deal with stress and anxiety.
A good night's sleep is essential for a healthy mind and
increasingly people have realised the importance of adequate
sleep in order to increase productivity.
People are shifting towards a more balanced approach to health
and wellness - as a result, they are adopting a healthier lifestyle
People are becoming mindful of their eating habits and are
including nutritional supplements in their daily diets.
Netizens are now incorporating home-based workouts in their
daily routine to stay fit and healthy.
Anushri R Kejriwal
@anushrikejriwal
5 sessions down. Totally
enjoying my fitness
sessions. Sweet pain.

7. Wellbeing | Mental Health Matters
Mental Health Matters
Nurturing our mental health
The ongoing pursuit of happiness is inspiring more honest conversations. Recognizing the need
to take care of one’s mental health has opened up the dialogue around self-esteem and
self-love - empowering people to have frank discussions about their everyday struggles.
+150% Growth
Mental health care has become a
crucial conversation and has gained
traction during the pandemic.
1. Sharing personal struggles
Sharing stories about mental health helps offer encourage-
ment and support to others. Although there has been a
conscious increase in seeking support, most of the people
still find it difficult to express their feelings.
2. Coping strategies
Open conversations around mental health coping strategies for
depression and stress have helped people cope better.
3. Peer support
Conversations around mental health have evolved lately with
people reaching out to mental health experts to help guide them in
dealing with grief, anxiety and stress.
6. Family time
There has been a consistent rise in community support and
motivation towards people going through difficult times in order
to create a safe space.
It has been observed that spending time with loved ones during
tough times can provide a strong emotional support to deal with
life challenges.
4. Awareness programs
Discussions around mental health reflect the shift in people's
perceptions with a rise in awareness programs and blogs to
promote the treatment and availability of wellness resources.
5. Professional help
Conversations shaping Mental Health Matters
6
2020
2018-2019
2020-2021
+108%
mentions of
“wellness”
kichiiiiii
@Kishoretharan3
Mental Health Matters.
That’s the tweet.

8. Launch
Build awareness and
interest for something
new
• Show up by listening first to identify what's ownable for your brand. Lend your voice during
relevant moments.
• People believe brands have a role to play — hone in on the practical ways you can help people
improve their daily lives.
• Tap into allies or specific communities to show how your brand offers a value exchange with new
product/offering/initiatives. Partner with influential creator voices to bring an authentic, fresh
perspective to life.
Connect
Build relevance by being a part
of the conversation
World Mental Health Day
World Suicide Prevention Day
Health Awareness Day
International Day of Happiness
International Women's Day
International Yoga Day
World Health Day
National Fitness Day
Wellbeing | Recommendations
Self-Care:
#SelfLove
#SelfCare
#PersonalCare
#SelfConfidence
#LoveYourself
#Motivation
#Life
#Hope
#Inspiration
#MentalPeace
#SelfCareTips
#Health
#Fitness
#HealthyLiving
#Gym
#Lifestyle
#Workout
#GoodHealth
#GetHealthy
#HealthyLife
#HealthTalk
#FitnessMotivation
#ActNow
#CaringMinds
#MentalHealthMatters
#EmotionalHygiene
#MentalHealth
#Anxiety
#Motivation
#Depression
#Healing
#Mindset
#MindPositivity
Health & Fitness: Mental Health Matters:
Hashtags
Start a conversation or
join in
How brands can act
on Wellbeing
Empower honest conversations, share critical resources, and always encourage improvement — no matter how small.
7
Reach out to your Client Partner
for more insights and
recommendations.

9. Self-Care
Investing in yourself
Health & Fitness
Mindful Fitness
Mental Health Matters
Nurturing our mental health
Creator Culture
Creator Culture
More making in the hands of many
Self-taught. Self-made. Blurring the lines between work and play while daring to carve their own path,
a new generation of entrepreneurs and everyday makers is emerging - the creator class.
Evolving trends:
Creativity at Home
Creation & shared experiences
Aspiring Content Creators
Create it to make it
Content Promotion
The power of reach
8
harshiii
@dreamee_
Soft music, little breeze &
painting is my ultimate
mood!

10. 1. Discovering passions
2. At home
3. Gourmet creativity
4. Craft Culture
5. Nostalgic play
Conversations around creativity at home mostly stemmed from
homebound living and people exploring their hidden talents in
these unprecedented times.
Food fuels the soul, while offering a new creative outlet for many.
More time at home, combined with a greater appreciation for one’s
wellbeing, has led to an increase in conversations surrounding baking,
cooking, and home brewing.
DIY craft culture is evolving. Pottery, knitting, and upcycled fashion
are dominating conversations as appreciation for unique, handmade
items grows.
Even as multiplayer gaming soars in popularity, more people are
turning to boardgames like Ludo, Chess, puzzles, and adult colouring
books as a form of easy entertainment and relaxation.
Feel good right where you are. Adjusting to more time spent at home,
people are looking to embrace small, attainable joys to boost their
mood and keep busy. From decorating to gardening to sharing memes,
this is pleasure and downtime combined.
2018-2019
+62%
conversations of
“art”
Creator Culture | Creativity at Home
Creativity at Home
Creation & shared experiences
Do what makes you feel good. Obvious yet powerful, this idea is driving more conversations around
writing, cooking, and making, with a focus on home as the creative hub.
Conversations shaping Creativity at Home
+48% Growth
People are increasingly talking about
creative pursuits. More homebound lives
are driving peaks of interest with a growing
focus on unleashing their creative side.
9
2020-2021
Anjali.
@Anjalaaay
succumbed to internet
peer pressure and made
banana bread!!! (that's
chocolate chips not raisins)

11. Conversations shaping Aspiring Content Creators
1. Digital art & graphic design
2. Content creation tips
3. Creative writing
With broad flexibility to create and share, interest in digital art and
graphic design is becoming increasingly popular, as both a form of
expression and a marketable skill.
Turning to an active community for support, encouragement,
and networking opportunities, creative writers regularly share
and discuss their work candidly, lending to an open, honest
dialogue about their craft.
4. Creator communities
Many creator communities have emerged, where people are coming
together to share everything from music to popular challenges to poetry.
The communities encourage each other to keep creating fearlessly.
5. Home as a workplace
Time brings new perspectives. With more time spent at home, people
are breathing new life into their dwellings, opting to design spaces in
which they can live, create, and earn simultaneously.
Leveraging technology as a powerful tool of creation helps aspiring
creators to build their roadmap from home.
AspiringContentCreators
Create it to make it
Empowered to self-start and self-fulfill, more people have been forced to re-think how they earn. Creators are evolving
their work and side hustles are increasingly at the front and centre. All this has been made possible through the rise of
creator platforms and diversified income streams.
Creator Culture | Aspiring Content Creators
+231% Growth
With greater access to tools, resources and
like-minded communities, the every day
content creator is born, as more and more
people are creating content driven by their
increasingly homebound lives.
10
+99%
mentions around
“content creation”
Chetna Rana
@awsmthinker
Content writing is not just
about writing few words.
It's much more than that:
A lot of research
Brainstorming for hours
Creating a draft
Many edits and
proofreads
Going through various
editing tools
Finally creating a
masterpiece
Don't undervalue them

12. Conversations shaping Content Promotion
1. Platforms for sharing content
2. Food bloggers
3. Fitness influencers
4. Appreciation for creators
5. Income streams
Twitter has been used as a medium to create content in order to
reach a wider audience and promote small victories.
Fitness influencers have become the new trendsetters in India
offering health tips, expert recommendations and motivational
content.
Conversations highlight the way people have showcased greater
appreciation and support for their favourite content creators and
the value they derive from the content.
Aiming to dispel the myth of the “starving artist”, platforms like
Twitter and others are helping creators to promote and
monetize their work through features like TipJar, leading to a
new income stream for many.
The food blogging community in India has increased exponentially
with many new creators posting inspiring new content every day.
5
It is imperative for creators to make inspiring content. Twitter has been instrumental in ensuring maximum
reach and visibility for these creators as they continue to grow, both professionally and personally.
Content Promotion
The power of reach
2018-2019 2020-2021
Creator Culture | Content Promotion
+44% Growth
11
People are seeking out new ways to
experiment, create, and consume
together and it’s bringing people
together over their shared passions.
+41%
mentions of
“influencer”
Y
@sensiteeth
simple life changing advice:
get into fitness no matter
what you do just move,
walk, bike, run, dance, any
kind of activity that gets
you moving, try to make it
stick and things will follow

13. #ContentStrategies
#CreativeHobbies
#Photography
#Poetry
#Drawing
#ArtistsOnTwitter
#Influencer
#Baking
#BeautyBlogger
#ExploringYourself
#DigitalContent
#QuarantineCooking
#CookingAtHome
#VideoOfTheDay
#HealthFromHome
#Handmade
#Learning
#BrandBuilding
#JoyScrolling
#NewWork
#ExploringHobbies
#SocialEntrepreneur
#DigitalPromotion
#ContentMarketingStrategy
#Creativity
#SocialMedia
#GrowthHacks
#ContentPlanning
#Freelancer
#Streaming
#Podcast
#Subscribe
#IndianBlogger
Launch
Build awareness
and interest for
something new
• Partner with influential creator voices through Twitter ArtHouse to bring a fresh perspective
to a campaign.
• Let creators play a major role in the creative strategy — whether you’re hosting a virtual event,
watch party, or Twitter profile takeover, their ability to generate conversation and excite an
audience is unmatched.
• Strive to hire a diverse and representative mix of creators that reflect the audience you’re looking to
reach. Tap into the creators’ unique voices and let their creative expression play out in your content.
Connect
Build relevance by being a part of the
conversation
Creator Culture | Recommendations
Hashtags
How brands can act
on Creator Culture
Champion creativity and empower creators by amplifying their
voices — and hiring them to be part of your campaigns.
12
Creativity at Home: Aspiring Content Creators: Content Promotion:
Start a conversation or
join in
Comic Con
World Photography Day
National Chocolate Cake Day
Pizza Day
Valentines Day
World Poetry Day
World Theatre Day
International Dance Day
World Laughter Day
National Cartoonist Day
Reach out to your Client Partner
for more insights and
recommendations.

14. Looking out, and up, helps us look within. From a greater appreciation of the cosmos, to everyday spiritualism,
to imagining new terrain to explore, staying curious about the world around us helps us connect more deeply
with one another — and with ourselves.
Everyday Wonder
Everyday Wonder
Fascination with our world and beyond
Evolving trends:
Astrology
The cosmic connection
Complexities of the Human Mind
Understanding differences
and perceptions
Exploring Spirituality
Positive search for meaning
13
Troppicana
@DavidTroppMusic
I need to escape
somewhere with beautiful
views and no cell service

15. 1. Cosmic guidance
Guidance in any form is being accepted with open
arms. With an increase in conversations around
horoscopes, birth charts, monthly predictions and
horoscopic personalities, people's dependence on
astrological forces have increased significantly.
3. Acting on Astrology
4. Paying it forward
5. Future gazing
Moving beyond daily horoscopes, diving into the nuances
of star signs is helping people to understand and navigate
their place in the universe. Discussions around specific
signs and their traits help people feel closer to one
another, and themselves.
Together, we’re thinking more about how our actions impact
those around us. Discussions are increasingly focusing on
spiritual pay-off and living a balanced life, centered on topics
like astrology and positive psychology.
Find peace in the now — or some much-needed momentum to
lean on. Daring to imagine new realities and different futures,
people’s interest in clairvoyance, tarot cards, palm readings,
and tea leaf readings is increasing.
The guidelines provided by planetary triggers have helped
many people in self-healing, while providing them with a
sense of support to better control their emotions.
2. Healing process
Everyday Wonder | Astrology
Astrology
The cosmic connection
For a lot of people, Astrology has long acted as a binding chord to forecast the past, present and
future. It allows people to understand and accept themselves better and helps them to harness their
potential to the fullest.
Conversations shaping Astrology
+87% Growth
People are increasingly discussing
astrology and spirituality. Inter-
pretations are broadening as the
pandemic accelerated this trend.
14
+104%
conversations around
“tarot”
Vagisha
@vagishasoni
Should I host a space on
Astrology?

16. +63%
conversations around
“mindfulness”
1. Spreading hope
People have been sharing their personal experiences
of finding happiness by celebrating old festivals in
new and creative ways. Spreading positivity and hope
wherever and however they can.
3. Human differences
People are seeking to learn and understand different
perspectives and cultures. New understanding brings new
perspectives which leads to innovation. We need to
embrace our differences and work together.
4. Destination unknown
People are being hopeful for the future and supporting
each other in these difficult times, hoping for the best and
embracing the ‘new normal’.
The second wave of Covid-19 was devastating and there
has been a complex debate around how we all could have
done our bit to stay safer.
2. Being accountable
Everyday Wonder | Complexities of the Human Mind
Complexities of
the Human Mind
Understanding differences and perceptions
Working effectively in this diverse world starts with self-awareness – considering how you handle bias, conflict, and demon-
strate that you value others. To be effective, you should not ignore the differences - but instead understand, embrace, accom-
modate, and encourage them. This can opens doors to new ways of thinking and new opportunities.
Conversations shaping Complexities of the Human Mind
+282% Growth
People are talking about their beliefs and
opinions and conversations are based
around personal choices and priorities.
15
Fatimat
@Fatimaaaa_t
The older I get the more I
appreciate myself and
understand we’re all
unique in our own little
ways. Think people should
stop trying to be like others
and appreciate who they
really are. No one has the
same experiences or life
journey so embrace yours
honey.

17. 2018-2019
2020-2021
1. Belief in humanity
During these tough times people's belief in humanity has
become stronger than ever. More and more people are
leaning into each for support be it on social media or
within their communities. This belief boosts our positive
emotions and inspires us to be better people.
3. Spiritual Awakening
4. Divine guidance
As conversations around spirituality grow, people are looking
for ways to improve their mind-body connection. As we
attempt to bridge the gap between self-help and spirituality,
there is an increased desire for “me-time”, as people lean into
their spiritual pursuits.
People are turning towards mythology to find the right path in
their lives. This community believes that many answers to
spiritual problems of today, lie in these ancient texts.
Sometimes all we need is a kind word. More conversations
are leaning towards building connections around positive
thinking — and some solid quotes of the day.
2. Positivity
Everyday Wonder | Exploring Spirituality
Exploring Spirituality
Positive search for meaning
How we make sense of the world around us often begins with how we make sense of ourselves. On a quest for
meaning and comfort, more people are exploring what spirituality looks like for them - while connecting with others
over topics like positivity, mythology, good energy, solitude, and healing.
Conversations shaping Exploring Spirituality
+75% Growth
People are discussing what spirituality
and mythology mean to them.
Interpretations are broadening with the
pandemic accelerating this trend.
16
+70%
conversations around
“mythology”
jaz
@femininevibes
my main focus is my
happiness, my peace of
mind, my self development,
my health, my spirituality,
my healing journey and
overall giving myself lots of
self love

18. #MaskOn
#WearAMask
#CoronaWarriors
#CovidVaccine
#HealthForAll
#WorkFromHome
#StayHome
#GearUpForTomorrow
#BreakTheChain
#Embracing
#TrueSelf
#Consciousness
#Spiritually
#Meditation
#Awakening
#SpiritualAwakening
#Enlightenment
#Healing
#SpiritualGrowth
#WeAreHuman
#HumanityFirst
#Divine
#Numerology
#Palmistry
#BirthdayPersonality
#Astrologytipsandtricks
#Astrologytoday
#Horoscope
#AstrologicalBlog
#Zodiac
#PositiveVibes
#Tarot
#Metime
#ZodiacSigns
Connect
Astrology
Mythology
International Day of Peace
World Meditation Day
World Suicide Prevention Day
Numerology
World Kindness Day
World Astrology Day
World Spirituality Day
World Tarot Day
Build relevance by being a part
of the conversation
Launch
Build awarenes
and interest for
something new
• Understand your audience’s passion in this space. From cosmos and fantasy to positive search for
meaning, find a sweet spot for your brand to be relevant in new ways.
• Dial up the ways that your new offering or product can bring small moments of joy and positivity in
people’s daily lives.
• Explore how you can bring IRL experiences to life on witter in meaningful ways. For example:
hosting a Q&A with an expert, or a live event bringing learning and amazement to your audience.
Everyday Wonder | Recommendations
Astrology:
Complexities of
the Human Mind: Exploring Spirituality:
Hashtags
Start a conversation or
join in
How brands can act
on Everyday Wonder
Be the escape we all need by bringing a dose of joy and wonder to conversations.
17
Reach out to your Client Partner
for more insights and
recommendations.

19. One Planet
One Planet
Driving towards a sustainable future
Action begins with accountability. More and more, people are holding themselves, their communities, and corporations to
higher environmental standards for the sake of our planet — and our own wellbeing.
Evolving trends:
Environment Urgency
Individual & collective
Inclusive Sustainability
No one left behind
18

20. 1. Collective efforts
2. Individual efforts
3. PPP to revive India’s forests
4. Plastic pollution
5. Tree plantation
People are taking collective action to protect the
environment and to raise awareness across India
regarding the urgency of the situation.
Conceptual frameworks have been drawn as part of
public-private partnership for afforestation programs and
to revive India’s degrading forests.
India's plastic waste problems are significantly increasing.
Alternatives to plastic are being discussed to reduce the burden
on the environment.
The entire community is taking collective efforts to raise
awareness among people to control environment
degradation by planting more trees.
Every action matters. People are making efforts at an
individual level by posting blogs and articles and thereby,
encouraging others to follow best pest practices, plant
more trees and safeguard the environment.
One Planet | Environment Urgency
Environment Urgency
Individual & collective
There is growing consciousness and concern around the ill effects of hazardous waste, pollution-induced
diseases and global warming. The desire to protect, nurture, and improve our immediate surroundings is
growing. As conversations surrounding plastic, zero-waste, energy, pollution etc. increase, businesses are
being called out to be accountable, when it comes to their environmental impact.
Conversations shaping Environment Urgency
+126%
conversation around
“environmental movement”
+40% Growth
People are thinking differently about
environmental disasters with climate
change activists leading the way.
19
Sneha Mohan
@MohanSneha
Climate change is real.
Save the planet, save the
future!

21. 1. Green beauty
Seeking out ethical, eco-friendly health and beauty products, more
people are focused on #NaturalSkincare and #EthicalBeauty.
2. Think local
Sustainability has become more inclusive and as a result, people
are promoting sustainable lifestyle choices, becoming more
conscious about who and where they buy from.
3. Celebrity influence
People are becoming more aware about their food consumption
and are inculcating more naturally produced ingredients in their
daily diet.
6. Green gifts
Celebrities supporting sustainability and similar initiatives seem to
have a significant influence on local people, encouraging people to
follow in their footsteps and embrace sustainability.
Circular thinking is gaining popularity and people are gifting
eco-friendly products like pottery and home décor items in order to
protect the environment.
4. Eco-solutions at home
The zero-waste movement continues to grow. People are talking
about upcycling goods and buying vintage/secondhand, inspired
to reduce their own personal waste wherever possible.
5. Organic produce
Who we are is reflected in what we do. Increasingly, conversations about sustainability are centering on ideas of
a reusable and “clean” lifestyle. Working toward a greener future, more people are exploring eco-homes and
electric cars, while reexamining more traditional ways of living.
Inclusive Sustainability
No one left behind
Conversations shaping Inclusive Sustainability
+41%
conversation around
“organic farming”
+57% Growth
Consumers are increasingly talking about
sustainability and it is starting to become a
local trend in India.
2018-2019
2020-2021
One Planet | Inclusive Sustainability
20
Moving all of my house
plants into the bathroom.
Watering day for everyone,
steam bath, and some rain
sounds for my babies
Nature is gorgeous
saraheeeeeeee
@sarahewithane

22. #ClimateChange
#GoGreen
#EcoFriendly
#GlobalWarming
#Solar
#CarbonNeutrality
#PollutionFree
#PlasticFree
#ZeroWaste
#EarthDay
#GoGreen
#ElectricCooking
#NationalEnergyConservationDay
#ClimateCrisis
#ClimateAction
#BioDegradableProducts
#RisingGreens
#EarthDay
#SaveThePlanet
#RenewableEnergy
#LiveFreeBreatheFree
Launch
Build awareness
and interest for
something new
• Identify ways to lead — from eco-conscious innovation and corporate accountability to renewed
focus on nature. Articulate the changes and impact of your brand with visual storytelling.
• Empower change by offering digestible tips — make it easy for people to join and be part of your
progress.
• Embrace dialogue and demonstrate transparency, such as sharing inspiration behind your pledge or
behind-the-scene stories on your progress.
One Planet | Recommendations
Environment Urgency: Inclusive Sustainability:
Hashtags
Start a conversation or
join in
How brands can act
on One Planet
Lead the fight for a brighter future and host an open dialogue on how you’re making a difference.
Connect
World Economic Forum
Clean Air Day
Earth Day
World Water Day
World Wildlife Day
National Clean Beauty Day
World Environment Dayi
Earth Hour
World Ocean Day
Build relevance by being a part of the
conversation
21
Reach out to your Client Partner
for more insights and
recommendations.

23. Tech Life
Tech Life
Inspiring a better-connected life
Widespread integration of tech into our everyday lives continues to inspire a new dialogue about the way we live,
work, and create. Technology is getting ingrained into all aspects of our lives and is helping create a better
integrated future.
Evolving trends:
Tech Communication
Increased role of technology
in our lives
Making life easy Improving society
through tech
Smarter Living Tech for Good
22
I’ve been splurging on tech vs
fashion these days. Quite
fascinated by the automation +
efficiency!
Pamela Delgado
@heypamd
@heypamd
Pamela Delgado
I’ve been splurging on tech
vs fashion these days. Quite
fascinated by the automation
+ efficiency!

24. 1. Improved communication
2. Access to information
3. Tech reliance
4. Virtual sessions
5. Tech for social needs
The constant advancement of technology aids in improving
communication and helping people easily connect with
each other anytime, anywhere.
From learning about the weather forecast to finding the
latest recipes or even keeping track of our fitness, there has
been an increased dependence on gadgets and tech in our
everyday lives.
Communicating virtually has become the norm - be it work from
home or online schooling. With more of our daily activities moving
online, people are turning to virtual solutions be it dancing,
Zumba, baking or other online classes.
Tech has become a social staple — a tool for emotional
connection. From book club meetings to playdates to meeting
grandparents, more people are talking about finding digitally
focused ways to get together while staying apart.
The internet has a vast amount of information that can
easily be accessed by anyone. This information is being
used to upgrade our lives through new innovations and
developments.
Tech Life | Tech Communication
Tech Communication
Increased role of technology in our lives
Technology has been incorporated into every aspect of our lives and is now indispensable to us. It has helped in
facilitating easier communication and interaction with people - anytime, anywhere.
Conversations shaping Tech Communication
23
2018-2019
+67%
conversations around
“social media”
2020-2021
+111% Growth
As people adopt new technologies seeking to
enhance their increasingly homebound lives,
conversations about its impact are growing. @shravankrishnan
Shravan Krishnan
Watching my parents on
group zoom calls is
fascinating

25. 1.Always-connected
2. Health tracking
3. Smart homes
4. Shopping differently
5. Connected entertainment
The rise of WFH culture is prompting more conversations about
work-life balance and the future of work. From discussions about
telecommuting to wearable tech, more people are coming together to
navigate what it means to be “always on.”
The home is a hub for… well, everything. Seeking comfort and
convenience as our offices, schools, and social settings move
increasingly homebound, conversations are increasing about
using tech to help our homes function more efficiently.
People are seeking out and discussing new, tech-focused ways to browse
and shop from home. From everyday purchases to extended reality
shopping, retailers and consumers are curious about the (digital) future of
retail and the increasingly important role of digital payments.
Easy access to content. People are talking about their streaming
platforms, connected devices, and content apps as they look to
create the best in-home entertainment experiences.
People have become more conscious about their health and
increasingly rely on wearable gadgets to track and manage
their fitness needs, as well as get motivated and learn new
routines.
Tech Life | Smarter Living
Smarter Living
Making life easy
As the pandemic continues to drive homebound living, we’re all searching for ways to improve our day-to-day
lives. Conversations around tech-at-home are growing, with people focused on smart products, connected
apps, and virtual experiences.
Conversations shaping Smarter Living
24
+94%
mentions of
“e-commerce”
+57% Growth
There has been a surge in
conversations around tech
that makes our lives easier.
Gaurav Goyal
@GoyalGaurav
Started using a Bluetooth
keyboard with easy device
switch. Now switching
between iPad and Laptop
is as easy as pressing a
function key and it is a
huge productivity boost.
Loving the experience!

26. 1. Tech ethics
2. MediElectronics
3. Responsible use of social media
4. Helping others
5. Fitness tracking
With a free flow of information, comes an important ethical
question on how it should be used. More and more people
are incorporating integrity and ethical thinking when
indulging in conversations online.
Social media can be tricky to navigate.
People are moving towards responsible use of social
media, taking part in the online community
respectfully and ethically.
Realising the growing needs of their communities, people are
turning to tech to offer help and support. Conversations about
volunteer-run programs always garner attention on social media
platforms.
Pushed to find new ways to exercise and stay active, we’ve
been inspired by wearable tech. Conversations often focus on
the best use of new tech and new ways to achieve our physical
health goals.
A rising interest in using tech for good has led to
technological advancements in healthtech devices aided
by AI and Machine Learning. These learnings are being
used to promote safe and balanced lifestyles.
+172%
mentions of
“medtech”
+183%
conversations around
“ed tech”
2018-2019 2020-2021
TechLife|TechforGood
Tech for Good
Improving society through tech
With an expanding sense of shared responsibility for our planet and one another, tech is taking on more of a meaningful
role in our society. From MedTech to an increased awareness about cyber security concerns and ethical hacking, there’s
a growing conversation about the force of tech for good.
Conversations shaping Tech for Good
25
+61% Growth
People talk about tech for good during
moments when they see it happening,
creating a fluctuating trend.
Deepak
Just like technology has
evolved to make our lives
easier, so have the
numerous tech tools that
made our work-life balance
more attainable.
Thanks to these startups,
we can assert the improved
experience got from the
use of technology.
Tech is the now, tech is the
future!
@dip_ak

27. Build awareness
and interest for
something new
Launch • Assess where your brand sits in the relationship people have with tech.
• Help people envision and adapt to the future by showing how your new products/services make
lives easier with a human-centric focus.
• Keep in mind the importance of security and safety. Balance your messaging with the right degree
of reassurance that their data will be protected and used for good.
TechLife|Recommendations
How brands can act
on Tech Life
Join the conversation around technology in all its glory — and watchouts.
Connect
Cyber Week
World Emoji Day
Vaccination Drive
Smart Home Day
National Technology Day
World Photography Day
World Social Media Day
Build relevance by being a part
of the conversation
26
Tech Communication: Tech for Good:
Smarter Living:
Hashtags
Start a conversation or
join in
Reach out to your Client Partner
for more insights and
recommendations.
#SmartTech
#Videochat
#DigitalSecurity
#SmartHome
#DigitalIndia
#AirDrop
#VirtualClasses
#ShoppingPortal
#ECommerce
#HealthTech
#EmergingTech
#HealthcareInformatics
#TechForGood
#InformationSecurity
#CyberSecurity
#DataSecurity
#BugBountyTips
#CallForCode
#FightAgainstCyberCrime
#SmartTech
#DigitalIndia
#5G
#DigitalScientists
#GoogleSheets
#ResponsibleTech
#ScreenTime
#CyberSecurity
#TechSupport
#BigData
#ZoomCalls
#WFH

28. My Identity
My Identity
Empowering a true expression of self
People are feeling more supported — and celebrated — to live out loud. As our concepts of identity continue to broaden,
we’re coming together around shared values and purpose to define and express deeper senses of self while uplifting others.
Evolving trends:
Self-Representation
Challenging status quo
Fandom
Everyday idols
Personal Ethics
Standing by values
27
Dirgha Joshi
@Dirgz_J
I’m proud of myself & the
woman that I am.

29. 1. Accepting yourself
2. LGBTQ+ community
3. Body positivity
4. Empowering women
5. Gender redefined
True individuality and uniqueness have been at the forefront of
conversations, promoting the idea of self-love and in turn,
inducing confidence.
People want to see bodies that look like theirs. Conversations
about body positivity are centred around authentic representation,
calling for more diversity in the way we talk and think about shape,
size, ability, and age.
Spaces to support women in the arts, tech, and business are
flourishing. While its a long road ahead, women are being championed
and celebrated as founders, creators, and developers, creating lasting
effects on equity in the workplace, and striving to close the gender pay.
Conversations about gender equality and trans rights continue to
build as we work toward a culture of openness and acceptance.
With the release of the Bollywood movie #LaxmiBomb and
initiatives like #TransDayOfVisibility, more people are opening up
to the idea of looking beyond binary genders.
The LGBTQ+ community in India have faced various social and
legal difficulties for a long time and as a result, fighting as a
community makes it easier for them to speak up about their
rights.
Discussions around accepting individuality and the constant struggle for equal rights are moving to the
forefront. With a growing sense of empowerment and strengthened allyship, people are demanding better
representation and real equality.
My Identity | Self-Representation
Self-Representation
Challenging status quo
Conversations shaping Self-Representation
+16% Growth
Spikes in conversations around
‘accepting yourself’ were observed
during #PrideMonth and
International Women’s Day.
2018-2019
28
2020-2021
+61%
conversations around
“LGBTQ”
Devika Sanil
@Devika_Sanil
Equal representation and
opportunities can make a
world of a difference to our
society.

30. 1. #StanTwitter
3. Appreciation for Indian Cinema
4. Fan rivalry
5. The stardom obsession
With cult-like devotion to their respective idols, #StanTwitter is
made up of passionate, diverse communities of like-minded
individuals. From holding people accountable to promoting
kindness and tolerance to rallying around social causes, Stan
Twitter is a place where people fiercely defend their values.
Indian cinema through story-telling, documentary, realism or
fiction and its very nature, drives culture in India and is immensely
popular across the length and breadth of the country.
Passion for their favourite celebrities/athletes leads to immense
competition between fans to prove who is a more ardent fan, often
creating a fun and engaging conversation.
Indian actors share a special bond with their fan community. There
is love for fictional characters played by these actors as well as
love for their films, which binds together fans across all walks of
life in India.
Fandom is increasingly developing around small, niche areas of
interest. There’s a shared sense of exclusivity and camaraderie
connected to discovering “the next big thing” together.
2. Everyday idols
My Identity | Fandom
Fandom
Everyday idols
Fandom is evolving into a more active and engaged space, with more people connecting with their idols over
shared values. Entertainment and Cricket have always been the driving force behind conversations that shape
the narrative while inspiring people.
Conversations shaping Fandom
+114% Growth
People are interacting more and more with their
idols and creating a close-knitted community
that can make a bigger impact together.
29
+184%
conversations around
“fan art”
+150%
conversations around
“bollywood”
Shifalika Yogi
@ShifalikaYogi
People often ask me why I
like @iamsrk even when his
movies aren’t doing so well,
and my response has
always been the same, it’s
not about his movies - it’s
about him, his wit, his
humour, his charm and
what he means to me.
Baadshah

31. 1. Fight for equality
Change is in our own hands. From gender discrimination to
pay inequality, more people are actively petitioning, and
taking a stand for what they believe in.
2. New allyship
Collectively, we’re becoming more attuned to concepts of intersec-
tionality and privilege. There’s growing conversation around
education, sharing resources, accountability, and support for
marginalised individuals and communities.
3. Our rights
More than a lifestyle choice, the ways we choose to live more
ethically speaks to how we think about ourselves and portray
identity. Topics like ethical living, feminism, and personal values are
leading the conversations.
6. #EachForEqual
Constitutional, civil, and human rights are increasingly moving to the
forefront of our conversations. From freedom of speech to reproductive
health to marriage equality, it’s motivated activism across Twitter.
More people are underscoring the role each one of us can play on a
daily basis to challenge stereotypes, fight bias, and collectively
create a world with more dignity and broader opportunities for all.
4. Demanding economic equality
There’s a growing awareness about economic inequality. Conver-
sations are passionate and action-oriented, demanding that we all
do more to alleviate poverty and offer better solutions for all.
5. Living by values
Personal Ethics
Standing by values
As we continue to learn and define our personal ethics and what we believe in, there is a growing sense of self-awareness
which comes from a sense of duty. Standing up for our values is becoming increasingly important in our daily lives.
Conversations shaping Personal Ethics
My Identity | Personal Ethics
30
+212% Growth
People define themselves basis what they
believe in. Conversations around ethics and
values have been on an upward trajectory.
+32%
conversations around
“true identity”
Naam shabhana
@shabhanaAli321
Break the stereotypes.

32. 31 My Identity | Recommendations
How brands can act
on My Identity
Find meaningful ways to nurture and inspire different perspectives, putting peoples’ values at the centre of all that you do.
Reach out to your Client Partner
for more insights and
recommendations.
Launch • Use your platform to share and elevate human stories by getting behind social causes that align
with your brand values.
• Dig deeper into the identities and lived experiences of your audience — identify how your new
message/service/product can benefit their communities and passions to build deeper relationships.
• Design content for representation and accessibility. Tap into witter ArtHouse’s best practices and
use diverse creators to speak more authentically to the diverse audiences that use witter.
Connect
Build relevance by being a part
of the conversation
Hashtags
Start a conversation or
join in
Build awareness
and interest for
something new
Pride Month
Indian Cricket
International Women's Day
Employee Appreciation Day
International Day of Happiness
New Releases
Celebrity Birthdays
Women’s Equality Day
Positive Thinking Day
Self-Representation: Personal Ethics:
Fandom:
#FanArmy
#Fandom
#Fanart
#Fanfiction
#BestFanArmy
#45YearsOfSholay
#MSDhoni
#Bollywood
#Inspiration
#EachForEqual
#IndiaWithFarmers
#EqualityBeginsAtHome
#FightForEquality
#SelfResspect
#Advocate4Change
#FreedomofSpeech
#PersonalEthics
#TakeAStand
#StandForSomething
#ThisIsMe
#AbHumariBaariHai
#TransgenderCommunity
#lgbtq
#RespectEveryGender
#PrideMonth
#Pride
#WomensDay
#MakeWomenEqual
#LaxmiBomb