SINS ALWAYS BRING CONSEQUENCES. HERE S ONE.

Transcription

1 SINS ALWAYS BRING CONSEQUENCES. HERE S ONE.

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4 HI THERE, HERE S PRESENTING, : 7 DEADLY INDIAN SINS. A COMPREHENSIVE HAT TIP TO THE SINNER IN EACH ONE OF US. THE GOONJ INDIA INDEX IS NOT JUST POWERED BY THE STATE OF THE ART IN TECHNOLOGY, BUT ALSO THE PASSION AND LOVE FOR STATISTICS, NUMBERS AND ANALYTICS. AS IT MUST BE CLEAR BY NOW, THE CHOSEN THEME FOR THE YEAR IS THE 7 DEADLY SINS. WE HOPE THIS REPORT ACTS AS A THOUGHT STARTER AND PERHAPS MAKES YOU DRINK AN EXTRA CUP OF TEA. WE HOPE IT ALSO HELPS YOU UNDERSTAND YOUR CUSTOMER BETTER. FEEL FREE TO WRITE BACK TO US WITH A PAT, A BRICK OR A QUERY AT WE@GOONJLABS.COM. OFF TO A FEW DETAILS. THE DESIGNATED GEO FOR THE REPORT IS INDIA. THE DATE RANGE FOR THE REPORT IS 1 ST JANUARY, 2015 & 25 TH DECEMBER THE SOCIAL MEDIA AND DIGITAL PLATFORMS USED FOR THE DATA GATHERING PROCESS INCLUDES THE FOLLOWING: OVER 600 POPULAR INDIAN FACEBOOK BRAND PAGES HAVING A CUMULATIVE USER BASE OF OVER 0.6 BILLION. TWITTER MENTIONS FOR INDIA GEO YOUTUBE MENTIONS FOR OFFICIAL HANDLES OF BRANDS AND CELEBS GOOGLE SEARCH MENTIONS IN NEWS ARTICLES ON 450+ INDIAN PUBLICATIONS TORRENT SEEDERS AND LEACHERS DATA FROM MAJOR TORRENT SITES FOR INDIAN CONTENT AND/OR INDIA GEO GOONJ MOOD ENGINE TO PROCESS NEGATIVE CONTENT ESPECIALLY FOR THE WRATH SECTION ALL DATA GATHERED HAS BEEN PROCESSED BY THE GOONJ SOCIAL ENGINE TO EVALUATE RELEVANCE AND APPLY WEIGHTAGES BASED ON THE PLATFORM AND THE SOURCE, TO DERIVE ESTIMATED OVERALL REACH FOR THE BRAND, INDIVIDUAL AND THE KEYWORD. THE QUANTA USED IN THE REPORT IS AVERAGE MONTHLY GPM (GOONJ POPULARITY METER) WHERE 1 GPM = ESTIMATED REACH OF 100K ON DIGITAL MEDIA. THE REPORT IS A LABOUR OF LOVE AND IS FREE. WE HOPE WITH ALL OUR SINCERITY THAT YOU LL FIND VALUE IN OUR EFFORT. THANKING YOU FOR YOUR ATTENTION, TEAM GOONJ. NOTE: FIGURES MENTIONED IN THIS REPORT ARE MONTHLY AVERAGES, TABULATED IN THE QUANTA OF GPM (GOONJ POPULARITY METER), WHEREIN 1 GPM = ESTIMATED REACH OF 100K ON DIGITAL MEDIA. WE@GOONJLABS.COM

5 CONTENTS 1.) LUST WHAT WERE INDIANS LUSTING FOR IN ) GLUTTONY WHAT WERE INDIANS SALIVATING ON IN ) GREED WHAT WERE INDIANS GREEDY ABOUT IN ) SLOTH WHAT SLOWED THE DIGITAL INDIAN IN ) WRATH WHAT WERE INDIANS MOST ANGRY ABOUT IN ) ENVY WHAT WERE INDIANS MOST ENVIOUS ABOUT IN ) PRIDE WHAT WERE INDIANS MOST PROUD OF IN 2015 PAGE 04 PAGE 08 PAGE 12 PAGE 16 PAGE 20 PAGE 24 PAGE 28

6 LUST WHAT WERE INDIANS LUSTING FOR IN 2015

7 Mia Khalifa, Priya Rai, Julia Ann, 9.78 Brandi Love, 6.54 Ava Addams, 5.36 Siri, 4.39 Alanah Rae, 3.58 Kiara Mia, 3.58 Nikki Benz, 3.58 Eva Notty, 2.92 Phoenix Marie, 2.92 Shyla Stylez, 2.92 Samantha Saint, 2.39 Alison Tyler, 1.96 Dayna Vendetta, 1.96 Kagney Linn Karter, 1.96 Lexi Belle, 1.96 Noelle Easton, 1.96 Tanya Tate, 1.96 Jayden Jaymes, 1.60 INDIA S MOST WANTED PORN STARS Mia Khalifa was the most sought after Porn Star among Indians, followed by Priya Rai, Julia Ann and Brandi Love. The content format preferences are clearly shifting towards the free video streaming websites like XVIDEOS and PornHub in India. Surprisingly, consumption of pornographic content among Females in India also saw a marked rise of over 23% since last year.

8 Salman Khan, Sunny Leone, Deepika Padukone, Katrina Kaif, Alia Bhatt, Aishwarya Rai, Anushka Sharma, Shah Rukh Khan, Akshay Kumar, Kareena Kapoor, Priyanka Chopra, Vijay, Ranbir Kapoor, Poonam Pandey, Prabhas, Shahid Kapoor, Shraddha Kapoor, Ranveer Singh, Aamir Khan, Hrithik Roshan, INDIA S MOST WANTED INDIAN MOVIE STARS Salman Khan remained the most wanted movie star in India, followed by Sunny Leone, Deepika and Katrina. Alia Bhatt though was a real master stroke of the year on social media, taking advantage of funny meems to turn an image and win hearts. This is also the first time in the last 5 years when SRK didn t find a place in the top 5. Prabhas, riding on the Bahubali wave, debuted at number 15 in the rankings.

9 Karan Patel, Kapil sharma, Divyanka Tripathi, Gautam Gulati, Karishma Tanna, Karan Singh GroveR, Fawad Khan, Jennifer Winget, Niti Taylor, Drashti dhami, Rakhi Sawant, sanaya irani, Shakti Arora, Anita Hassanandani, Asha Negi, Avika Gor, Hina Khan, Lauren Gottlieb, Prince Narula, Shweta Tiwari, INDIA S MOST WANTED INDIAN TV STARS Kapil Sharma had a decisive lead over others for the first half of the year, his popularity has dwindled in the last 4 months though. Divyanka Tripathi from Yeh Hai Mohabbatein on Star Plus and Gautam Gulati from Bigg Boss were the other top TV Stars. Fawad Khan had volumes both as a protagonist of TV shows telecasted in Zindagi and for his starring roles in a few Bollywood movies, we have included him in the list after removing the movie references within the user generated content we tracked.

10 GLUTTONY WHAT WERE INDIANS SALIVATING ON IN 2015

11 Gulab Jamun, 5.36 Dal Makhani, 4.39 Gobi Manchurian, 4.39 Pav Bhaji, 4.39 Samosa, 4.39 Tandoori Chicken, 3.91 Barfi, 3.58 Butter Chicken, 3.58 Dosa, 3.58 Jalebi, 3.12 Chana Masala, 2.92 Chicken 65, 2.92 Chilli Chicken, 2.92 Dhokla, 2.92 Carrot Halwa, 2.39 Chole Bhature, 2.39 Malai Kofta, 2.39 Ladoo, 8.00 Biryani, Palak Paneer, 9.78 INDIA S MOST WANTED INDIAN DISHES Biryani was a hands down winner both within Google search volumes and in the social media mentions. Within the Biryani loving subset, most preferred the spicy Hyderabadi version of this Indian delicacy. In hot pursuit though were Palak Paneer, Ladoo, Gulab Jamun and Dal Makhni, followed by one of the most famous Bengalurean, Gobi Manchurian. This list is a testament of the national bonhomie with most interest for Dosa originating from the Delhi NCR region and most searches for Jalebi originating from the state of Tamil Nadu.

12 Ham, 2.92 Tofu, 2.79 Lasagna, 2.39 Sushi, 2.39 Steak, 1.96 Momo, 1.60 French Toast, 1.30 Sausage, 1.30 Maple Syrup, 1.07 Croissant, 0.87 Hamburger, 0.87 Potato Chips, 0.87 Tacos, 0.87 waffles, 0.87 Popcorn, 0.71 Marzipan, 0.47 Thukpa, 0.47 Bacon, 5.18 Pasta, 4.39 Pizza, INDIA'S MOST WANTED INTERNATIONAL DISHES Pizza is still cashing on the early mover advantage it had in India and is ranked 1 st with a huge margin, followed curiously by Bacon which is a Twitter darling of great repute, especially among the influencers, followed by Pasta, the most famous international dish among Indian women. Other special mentions include Ham, Tofu, Lasagna and Sushi. Volumes for Momo were surprisingly low, especially given the proliferation of the dish lately in the urban Indian palate. Looks like we all know where to get it, and we just don t want to talk about it online.

13 Gin, 1.30 Vodka, 2.92 Absinthe, 2.39 Champagne, 2.39 Tequila, 2.39 Rum, 1.96 Scotch, 1.30 Bourbon, 1.07 Brandy, 1.07 Cognac, 1.07 Whiskey, 0.87 Ale, 0.71 Cider, 0.71 Rye, 0.71 Sake, 0.71 Port Wine, 0.57 Sherry, 0.38 Single Malt, 0.32 Wine, 3.58 Beer, 6.54 INDIA'S MOST WANTED ALCOHOLIC BEVERAGES Beer was a predictable number 1 in the ranks by a large margin, followed by Wine and Vodka. A real surprise though, is the very high search volumes for Absinthe which is considered to be a relatively new pouring in the prodigal Indian shot glass. Clearly, digital India is open to experimentations when it comes to the tipple and mentioning Rum is considered way more cooler among Indians in social media than single malt. Time for some chai perhaps.

14 GREED WHAT WERE INDIANS GREEDY ABOUT IN 2015

15 girl, job, wifi, money, personal loan, house, tattoo, 9.78 oneplus, 9.78 credit card, 9.78 learn english, 8.52 xbox, 8.00 mobile phone, 6.54 girlfriend, 6.54 iphone, kiss, dog, baby, cat, love, car, INDIA'S MOST WANTED AND SEARCHED ON GOOGLE Source of Data: Google Search and Twitter mentions We looked for permutations on the search term I Want on Google Search. We sifted through over 350 permutations to figure the 20 most popular things Indians want and search for on Google. We didn t include social data as Google search gave us the most conclusive results. Quick fact check More people want a car in India than a job. More Indians are looking for Cats than a girlfriend. More Indians want to learn English than have a mobile phone. This is by far our favorite slide in the report.

16 Irctc, 5, Flipkart, 4, SnapDeal, 2, Amazon, 2, PayTM, 1, Bookmyshow, 1, Jabong, Shopclues, Myntra, Ebay, Redbus, Homeshop18, MakeMyTrip, Spicejet, Yepme, ClearTrip, Junglee, Mydala, Yatra, LensKart, INDIA'S MOST WANTED ECOMMERCE BRANDS 6, , , , , , IRCTC is the Amitabh Bachchan of Indian ecommerce. Flipkart, Snapdeal and Amazon were obvious in rankings. The interesting jump though was made by PayTM and Redbus, both making a debut this year in the list. While the travel portals have not seen any major downturn in daily traffic, it is the ecommerce juggernaut which is adding new users daily to the ecosystem. This is a trend to watch in the coming year.

17 FacebooK, 24, Google, 13, Whatsapp, 1, Dainik Bhaskar, Times of India, Dainik Jagran, Axis Bank, Amar Ujala, HDFC, Twitter, Airtel, ICICI, Indigo, SBI, Vodafone, BSNL, IPL, LIC, Mathrubhumi, Micromax, INDIA'S MOST WANTED BRANDS 25, , , , , Among the brands most searched for and mentioned online, the top spots were booked by online hot cakes, Facebook and Google. While Facebook has overtaken Google in popularity and interest this year, both are a category in themselves owing to sheer volumes when it comes to internet consumption in India. They were followed by Whatsapp, Dainik Bhaskar (The most popular Indian Brand) and Times of India.

18 SLOTH WHAT SLOWED THE DIGITAL INDIAN IN 2015

19 Quantico, Arrow, Suits, The Flash, Breaking Bad, Gotham, 9.78 How I Met Your Mother, 8.40 Modern Family, 8.00 Agents of S.H.I.E.L.D., 6.70 Grey's Anatomy, 6.68 Homeland, 6.66 Mr. Robot, 6.64 Prison Break, 6.62 Sherlock, 6.60 Supernatural, 6.59 The Big Bang Theory, 6.58 The Walking Dead, , 5.47 Dexter, 5.45 Game of Thrones, INDIA'S MOST WANTED SHOWS AND SEASONS ON TORRENTS Every Indian with a torrent client knows that Winter is coming. Quantico though was a surprise, perhaps supported by the curiosity about the lead character of Alex Parish played by Desi girl Priyanka Chopra. The other rankings were on the expected lines with an anomaly around the critically acclaimed but old series of, Breaking Bad which can only be explained by the existence of a lot of Indians who perhaps marked 2015 as the year when they downloaded their first Torrent file. This trend is still new and needs to be watched closely.

20 Bajrangi Bhaijaan, Prem Ratan Dhan Payo, Baahubali, ABCD 2, Srimanthudu, BabY, Hate Story 3, Badlapur, I movie, Ek Paheli Leela, Drishyam, Yennai Arindhaal, Tanu Weds Manu Returns, Gabbar is Back, Hero, Puli, Bajirao Mastani, Premam, Bombay Velvet, Dilwale, INDIA'S MOST WANTED INDIAN MOVIES ON TORRENTS Rank 1: Salman Rank 2: Salman Rank 3: Is this really an Indian film? Rank 4: ABCD 2 Really!!!!!!? Yah, it is true. ABCD 2 was more sought after than Bajirao Mastani, Piku, Dilwale and Srimanthudu. Yes, we checked the data thrice. This has happened. Some of the other notable mentions among this top 20 are: Hate Story 3 Ek Paheli Leela Bombay Velvet.

21 Jurassic World, Avengers Age of Ultron, Fifty shades of grey, Minions, Spectre, Mad Max Fury Road, Steve Jobs, Inside Out, The Martian, AntMan, Furious 7, Jupiter Ascending, Cinderella, Black mass, 8.60 The Boy Next Door, 8.00 Mission Impossible Rogue Nation, 6.68 Star Wars The Force Awakens, 6.54 Mortdecai, 4.51 The Hunger Games Mockingjay Part 2, 4.47 The Man from UNCLE, 4.39 INDIA'S MOST WANTED INTERNATIONAL MOVIES ON TORRENTS Among the foreign films, some of the elderly among us Indians choose to relive our school memories with a binge on Jurassic World and Avengers. The young showed interest in 50 Shades, Minions and Inside Out. Everyone talked about Mad Max and Steve Jobs most positive reviews among influencers in India for films was received by The Martian. Also Ran Furious 7 Black Mass and the Man from U.N.C.L.E.

22 WRATH WHAT WERE INDIANS MOST ANGRY ABOUT IN 2015

23 Rahul Gandhi, 0.73 Aamir Khan, 0.72 Arnab Goswami, 0.60 Sonia Gandhi, 0.43 Amit Shah, 0.40 Shah Rukh Khan, 0.40 Uddhav Thackeray, 0.27 Hardik Patel, 0.23 Yo Yo Honey Singh, 0.15 Rajdeep Sardesai, 0.13 Salman Khan, 0.10 Narendra Modi, 0.08 Smriti Irani, 0.08 Raj Thackeray, 0.07 Barkha Dutt, 0.04 Kamaal R Khan, 0.04 Sania Mirza, 0.03 Rahul Yadav, 0.03 Anushka Sharma, 0.03 Arvind Kejriwal, 1.99 INDIA'S MOST WANTED MOST HATED INDIANS This is one winning, Arvind might not want to boast about. We found most number of user generated content with negative mood, for Delhi CM, Shri Arvind Kejriwal. While we have tried our best to keep the copy pasters and fake ID wallahs away, the numbers were just too much for our team to chaff out manually. Arvind is followed in the list by Mr. Gandhi and Aamir Khan who just got caught in a curious case of mistranslation. Also featuring in the list, Sonia Gandhi, Amit Shah, Honey Singh, Kamaal R Khan and Rahul Yadav.

24 IRCTC, 3.70 ICICI, 2.02 FacebooK, Vodafone, Flipkart, Kingfisher, 1.66 SnapDeal, 1.66 Times Now, 1.66 Microsoft, 1.35 IPL, 0.91 Apple, 0.12 BCCI, 0.11 HDFC, 0.11 Spicejet, 0.10 ITC, 0.10 Axis Bank, 0.08 ClearTrip, 0.04 Tata Docomo, 0.02 Zomato, 0.01 Airtel, INDIA'S MOST WANTED MOST HATED BRANDS The Airtel 4G girl campaign became a butt of many jokes along with a constant cry from newer people online, ranting about services. Airtel was followed by Facebook, Vodafone, Flipkart and IRCTC. While in the case of IRCTC, content indicated people givingin and laughing at themselves, the other private brands weren t so lucky in general. Times Now, BCCI, SpiceJet and Zomato were some of the other important mentions.

25 Aam Aadmi Party, 1.45 Indian National Congress, 1.35 Shiv Sena, 1.33 Bharatiya Janata Party, 0.27 Rashtriya Janta Dal, 0.15 Samajwadi Party, 0.13 Nationalist Congress Party, 0.09 Bahujan Samaj Party, 0.08 All India Trinamool Congress, 0.06 Hurriyat Conference, 0.04 Maharashtra Navnirman Sena, 0.02 AIMIM, 0.02 DMK, 0.02 AIDMK, 0.01 Janata Dal United, 0.01 Telangana Rashtra Samithi, 0.01 Communist Party of India, 0.01 Janata Dal Secular, 0.01 Communist Party of India Marxist, 0.00 Indian Union Muslim League, 0.00 INDIA'S MOST WANTED MOST HATED POLITICAL PARTIES While the ranking were mostly on the expected lines, Shiv Sena proved to be a great under dog with great potential in uniting Indians especially in the states of Delhi, Bihar, Rajasthan and Jammu and Kashmir. BJP was the 4 th most hated party, followed by Lalu s RJD, Akhilesh s Samajwadi and Sharad Pawar led NCP.

26 ENVY WHAT WERE INDIANS MOST ENVIOUS ABOUT IN 2015

27 iphone, Jaguar, BMW, Lamborghini, Zara, Audi, American Express, Ferrari, Rolls Royce, Mercedes, Louis Vuitton, ipad, Manish Malhotra, 9.78 Tesla, 9.19 Land Rover, 8.75 MacBook Pro, 8.66 Aston Martin, 8.40 Bugatti Veyron, 8.00 Rolex, 6.54 MacBook Air, 6.54 INDIA'S MOST WANTED LUXURY BRANDS iphone was the most popular among all luxury brands in India, followed by Jaguar, BMW and Lamborghini. Zara was the most popular nonauto luxury brand in India, followed by Audi, American Express cards and Mercedes. The only Indian brand in this list was Manish Malhotra.

28 Jaipur, Varanasi, Bangalore, Paris, Barcelona, London, Bangkok, Manali, Shimla, Hong Kong, Pondicherry, Nainital, Tirupati, Mahabaleshwar, Goa, Dubai, Darjeeling, Mumbai, Kolkata, Singapore, INDIA'S MOST WANTED HOLIDAY DESTINATIONS Across the country, Goa holds a special place as a place to be. The rest of the cities include Dubai, Darjeeling, Mumbai, Kolkata and Singapore. Kerala, Agra, Srinagar and Udaipur are not even mentioned in this list revealing more in what s not here than what is. A surprising inclusion this year was Barcelona, which may also be caused by increased interest in a Football team of the same name. Major cities like Paris, London and Shimla lost volumes this year.

29 Eminem, Katy Perry, Kim Kardashian, Taylor Swift, One Direction, Scarlett Johansson, Tom Cruise, Leonardo DiCaprio, Jennifer Lopez, Johnny Depp, Robert Downey Jr, Vin Diesel, Jackie Chan, Bradley Cooper, 9.78 Gareth Bale, 9.78 Lady Gaga, 9.78 Britney Spears, 8.00 Channing Tatum, 8.00 David Guetta, 8.00 Beyonce, 6.54 INDIA'S MOST WANTED INTERNATIONAL CELEBS One Direction is a special outlier here and deserves a separate case study on how to position and peak a brand value within a very short duration. The list is led by the famous for being famous, Kim Kardashian, Wildest Dreams singer, Taylor Swift and the ever ravishing Scarlett Johansson. The most popular Male Celebs include daredevil Tom Cruise, the insanely great Eminem and the most famous actor not to win the Academy Awards yet, Leo DiCaprio.

30 PRIDE WHAT WERE INDIANS MOST PROUD OF IN 2015

31 Salman Khan, Deepika Padukone, A P J Abdul Kalam, Virat Kohli, Shah Rukh Khan, Akshay Kumar, Narendra Modi, Priyanka Chopra, Vijay, Sachin Tendulkar, Ranbir Kapoor, Prabhas, Aamir Khan, Hrithik Roshan, Mahesh Babu, Cristiano Ronaldo, Amitabh Bachchan, Taylor Swift, M S Dhoni, Roger Federer, INDIA'S MOST WANTED THOSE WITH MOST POSITIVE SENTIMENTS Salman received most love from Indians in 2015, followed by Deepika Padukone and A P J Abdul Kalam. While there aren t many surprises in this list, most positive sentiments by volumes were reserved primarily for the personalities from the entertainment industry with a few outliers including Virat Kohli, Narendra Modi, Sachin, Ronaldo, Dhoni and Roger Federer.

32 Virat Kohli, Sachin Tendulkar, Cristiano Ronaldo, M S Dhoni, Roger Federer, Sania Mirza, Rohit Sharma, Yuvraj Singh, Suresh Raina, Neymar, Rafael Nadal, Saina Nehwal, Lionel Messi, Dwayne Johnson, Novak Djokovic, Rahul Dravid, Shikhar Dhawan, Djokovic, Maria Sharapova, Ajinkya Rahane, 9.78 INDIA'S MOST WANTED SPORTS STARS Virat Kohli was the most popular sports star in India followed by Sachin and Ronaldo. Dhoni saw a huge drop in the interest volumes this year, while Yuvraj, Rohit Sharma, Suresh Raina saw increase in interest volumes for them since last year. Quick take away from this slide: Even if you ve probably stopped watching the gentlemen s game, #CricketStillRules in India.

33 Sachin Bansal, 5.36 Chanda Kochhar, 4.39 Shiv Nadar, 3.58 Rahul Yadav, 3.38 Vishal Sikka, 2.92 Lakshmi Mittal, 2.39 Binny Bansal, 1.96 Kumar Mangalam Birla, 1.96 Narayan Murthy, 1.96 Subhash Chandra, 1.96 Ekta KapooR, 1.68 K V Kamath, 1.60 Anand Mahindra, 1.30 Naina Lal Kidwai, 1.30 Sabeer Bhatia, 1.30 Sunil Mittal, 1.30 Aditya Puri, 1.07 Kishore Biyani, 0.87 Sunil Bharti Mittal, 0.87 Uday Kotak, 0.87 INDIA'S MOST WANTED ENTREPRENEURS Loads of surprises here. Sachin Bansal of Flipkart fame had a debut at Number 1. Followed by Chanda Kochar of ICICI, Shiv Nadar of HCL and the rebel looking at a new cause Rahul Yadav of Housing.com fame. Binny Bansal was at rank 7, with a new entrant from Media, Dr. Subhash Chandra debuting at Rank 10, thanks to his show aimed at promoting entrepreneurship amongst youngsters.

34 Thanks for your attention. 2 nd Floor, Hill View Above DCB Bank, Opposite Mehboob Studios. Hill Road, Bandra West. Mumbai India