The Content-to-Commerce Boom

Content-driven shopping is reshaping India's ecommerce scene, as Gen-Z and millennials turn Bollywood buzz and viral series into instant buying cues

- By SAMIDHA JAIN

ENTERTAINMENT IS NO LONGER just watched. It's worn, used and added to carts. Try out a simple Google search for Alia Bhatt's saris in Rocky Aur Rani Kii Prem Kahaani, and you will get links of ecommerce platforms selling them at anywhere between ₹500 and ₹5,000. When the film released in July 2023, a bunch of creators were buying the saris and making reels on Instagram, mimicking Bhatt's character in the film. The same would have happened with Kareena Kapoor Khan's Jab We Met look—only then, the world of social media and the influencer culture was still undiscovered.

India's content-to-commerce landscape is undergoing a vibrant transformation, driven by the aspirations of millennials and Gen-Z consumers who are increasingly shopping online. Bollywood trends, celebrity styles and viral miniseries are now purchase triggers. Ecommerce giants like Flipkart, Amazon India, Meesho, Nykaa etc are tapping into this shift by integrating shoppable content into their platforms. Flipkart recently announced the acquisition of a majority stake in Pinkvilla India, a leading digital infotainment platform, with an eye on gaining trend insights and creating content for commerce. This is part of the platform's broader strategy to expand its content footprint and enhance engagement with Gen-Z and millennial audiences, leveraging Pinkvilla's established brand and audience base.