At the WAVES 2025 summit in Mumbai, Bollywood actress Shraddha Kapoor and Instagram Head Adam Mosseri engaged in a compelling dialogue highlighting India’s burgeoning role in the global digital content landscape. Kapoor emphasized the democratization of content creation, stating, “Today, anyone with a smartphone can be a content creator and producer.” She lauded India’s rich storytelling heritage, noting, “We’ve grown up on stories — it’s part of who we are,” and described the current era as a golden age for Indian content creators. Kapoor also stressed the importance of authenticity in content, asserting that genuine, heartfelt content naturally resonates with audiences.
Mosseri echoed these sentiments, acknowledging India’s unprecedented surge in content creation. He attributed this growth to the decreasing cost of data and widespread availability of high-speed internet, which have opened new avenues for content creators. Mosseri highlighted the rise of visual content, particularly Reels, as a dominant mode of expression on Instagram, enabling individuals to tell impactful stories in a concise format.
During their conversation, Kapoor and Mosseri delved into the dynamics of content formats on Instagram. Mosseri clarified that while Instagram doesn’t intentionally boost one type of content over another, video content, especially Reels, tends to garner more engagement due to its immersive nature. Kapoor shared her personal approach to content creation, emphasizing the importance of fun, memes, and trending audios in connecting with audiences. She remarked, “We actually have a really strong meme culture in India,” highlighting how quickly trends form and evolve, allowing each generation to find its unique voice.
Adding a personal touch to the summit, Kapoor offered Mosseri a traditional Maharashtrian sweet, Puran Poli, made at her home. This gesture symbolized the fusion of global technology and Indian tradition, resonating with attendees and social media users alike. As Mosseri tasted the homemade delicacy, the audience erupted in applause, celebrating the merging of diverse cultures through a simple yet meaningful act.
Mosseri acknowledged India’s pivotal role in shaping global digital trends, noting that the country’s rapid adoption of video content has influenced Instagram’s evolution worldwide. He observed that India exhibits higher levels of sharing, time spent per user, and creativity compared to other regions. Mosseri also highlighted the potential for other countries to learn from India’s vibrant entertainment industry, including the multilingual reach of Bollywood films.
The dialogue between Kapoor and Mosseri at WAVES 2025 underscored the transformative power of authenticity, creativity, and cultural exchange in the digital era. As India continues to lead in content creation, the fusion of traditional storytelling with modern technology offers a blueprint for engaging global audiences. The summit highlighted the importance of embracing one’s roots while innovating for the future, setting the stage for a new chapter in India’s digital narrative.
Key Highlights:
- Shraddha Kapoor and Instagram Head Adam Mosseri discussed India’s rise as a global content hub at WAVES 2025.
- They emphasized the importance of authenticity and the growing influence of Reels and memes in engaging Gen Z audiences.
- Kapoor’s gesture of offering homemade Puran Poli to Mosseri symbolized the fusion of global technology and Indian tradition.
- India’s rapid adoption of digital content is influencing global trends, positioning the country as a leader in the digital age.