Indian consumer brands turn Instagram comment sections into brand-building battlegrounds
Brands from Zomato and Swiggy to Nykaa, Blinkit and Zepto are dropping witty replies on viral posts to build distinct personalities and recall, favoring real-time social listening and cultural instinct over polished campaigns or AI automation.
Indian consumer and retail brands are using witty Instagram comments to build distinct personalities and consumer recall, joining viral conversations rather than posting polished campaigns, relying on social listening and cultural sensitivity over AI-driven automation.