India’s social media landscape for the week of November 17-23 was defined by a surge in celebrity and creator-led engagement, with YouTube emerging as the largest volume driver, according to Comscore India’s Weekly Social Scorecard. The rankings confirmed that Prime Minister Narendra Modi remains the country’s single most influential public person online, leading cross-platform political communication.
The Comscore rankings released yesterday highlighted clear leaders across different social platforms and categories:
- Platform Leader: YouTube was the biggest volume driver of the week, with Kellogg’s India topping the content charts with a massive 42.5 million video views, significantly outpacing activity on other networks.
- Most Influential Public Figure: Prime Minister Narendra Modi continued his dominance as India’s most influential public figure online, leading engagements on both Facebook (1.7 million) and X (215,131).
- Instagram Performance: Salman Khan delivered the single strongest performance on Instagram with 4.63 million interactions.
Entertainment and sports brands commanded the national leaderboard, demonstrating the power of mass-market appeal:
- Top Brands: InstantBollywood secured the No. 1 spot with 28.9 million total actions. It was followed closely by IPL heavyweights Chennai Super Kings (22.6 million) and Royal Challengers Bangalore (21.6 million). News leader Aaj Tak and regional broadcaster Colors Kannada rounded out the top five, each surpassing 20 million interactions.
- Influencer Chart: Modi’s cross-platform influence placed him comfortably at the top of the overall influencer chart with 16.87 million actions. Priyanka Chopra was a distant second with 6.24 million, followed by Salman Khan (4.63 million), Sai Pallavi (4.47 million), and Pallav Paliwal (4.32 million).
Brand sponsorships showcased a diversified strategy, underscoring the growing importance of creator-brand alignments:
- Top Sponsor: Vaseline India emerged as the top sponsor, riding 290,693 actions through content featuring dancer-actor Raghav Juyal.
- Top Sponsored Talent: Raghav Juyal’s collaboration with Vaseline delivered the strongest returns for sponsored talent (290,693 interactions), followed by The Rebel Kid’s partnership with Nivea (91,452) and Dulquer Salmaan’s tie-up with Shaadi.com (78,423).
The weekly rankings clearly underscore how political communication and celebrity fandom continue to shape India’s digital attention economy, with YouTube serving as the primary volume engine.
Key Highlights:
- Prime Minister Narendra Modi remained India’s most influential public figure online, leading engagements on Facebook (1.7 million) and X (215,131), and topping the overall influencer chart with 16.87 million actions.
- YouTube was the biggest volume driver, with Kellogg’s India achieving the highest single content performance with 42.5 million video views.
- The national brand leaderboard was led by InstantBollywood (28.9 million actions) and the sports teams Chennai Super Kings and Royal Challengers Bangalore, highlighting the dominance of entertainment and sports content.
- Vaseline India was the top sponsor, with dancer-actor Raghav Juyal delivering the highest sponsored-talent returns, underscoring the rising impact of brand-creator partnerships.