Bollywood’s beloved actress Shraddha Kapoor made a striking appearance at WAVES (World Audio Video Entertainment Summit) 2025, the leading content and creator economy summit, where she participated in a dynamic panel discussion with Adam Mosseri, Head of Instagram and Meta. The session, which drew massive attention from fans and industry insiders alike, was a vibrant exchange on digital culture, content creation, and the evolution of social media in India. The topic of discussion was: Enabling creative expression, how Gen Z consumes content.
Setting a warm and personal tone for the conversation, Shraddha greeted Adam with a traditional Maharashtrian sweet dish, Puran Poli, as a heartfelt gesture. She explained that it was a nod to her roots and an expression of cultural pride, especially since Maharashtra Day had just been celebrated the day before. “This is a homemade dish I've got for you,” she said with a smile, as she handed over the delicacy. She mentioned how she has grown up loving Puran Poli and it is a Maharashtrian delicacy one must try. Maharashtra Day was celebrated on May 1, hence she thought it would be the perfect gesture to greet Adam with.
The conversation quickly turned to social media, where Adam mentioned that Shraddha Kapoor is the most followed Indian actress on Instagram. When asked by Mosseri about the secret behind her massive following, Shraddha was quick to credit authenticity. “I truly believe in being real,” she said. “I believe in authenticity. My audience resonates with content that is original, that feels relatable. That’s what social media should be about.” She also highlighted how Gen Z in India is revolutionising digital platforms by turning their passions into professions. “It’s incredible to see how the younger generation is using just a phone to create amazing content." She said they’re building livelihoods out of creativity.
When Mosseri posed a question about whether Bollywood stars follow a particular strategy to grow their presence on Instagram, Shraddha laughed and shook her head. “There’s no playbook,” she said. "Whoever I follow on Instagram or celebrities that have huge following do not have a strategy. I do not have a strategy. Its just being authentic because that's how the audience will relate to you. She did, however, share her personal social media habit: “I love playing around with trending audios and reels. It’s fun and keeps things fresh!” In a light-hearted moment, Shraddha confessed her love for memes. “I’m a total meme addict!” she said. “The meme culture in India is absolutely brilliant- the creativity, the humor - it’s next level.”
As the session came to a close, both Shraddha and Mosseri shared a common sentiment: India is no longer just a budding space for content creators- it's fast becoming a global powerhouse. “The talent, innovation, and digital influence coming from Indian creators is truly remarkable,” Mosseri noted. Shraddha added to his thoughts, emphasising that the country’s creators are not just participating in trends but setting them.
