Mumbai: In an inspiring session titled “Enabling Creative Expression: How Gen Z Consumes Content” at WAVES 2025, celebrated actress Shraddha Kapoor and Adam Mosseri, Head of Instagram, Meta, came together to explore the phenomenal rise of digital content creation in India and the pivotal role Gen Z plays in shaping its future.
Opening the session with enthusiasm, Shraddha Kapoor reflected on the democratization of content through platforms like Instagram. “Today, anyone with a smartphone can be a content creator and producer,” she remarked, highlighting how social media has unlocked new avenues for storytelling. Known for her candid and unfiltered social presence, Shraddha emphasized the importance of staying genuine online. “When content comes from the heart, it naturally connects with people. I always try to post authentic content rather than being strategic,” she said.
Celebrating India’s timeless love for storytelling, she called this era a golden time for Indian creators. “It’s an incredible time for India to be the content hub of the world,” she stated, attributing this to the convergence of digital technology, affordable data, and a vibrant youth population.
Shraddha also acknowledged the growing influence of India’s meme culture, saying, “It’s remarkable to see how quickly trends form and evolve, with each generation finding its unique voice.” She credited platforms like Instagram for giving voice to Gen Z, particularly through trending audios, Reels, and hashtags, which help shape a distinct cultural language for digital natives.
Providing a global lens, Adam Mosseri hailed India as one of the most dynamic markets for content innovation. “India is experiencing an unprecedented surge in content creation,” he said, acknowledging the role of high-speed internet and low data costs in empowering millions to express themselves online.
Mosseri also pointed to the meteoric rise of visual content, especially Instagram Reels, as a powerful tool of expression. “Visual content is inherently more engaging and impactful. Reels empower individuals to tell stories in short, powerful formats that resonate globally,” he noted.
The session was not just a dialogue but a celebration of India’s boundless creative potential. As Gen Z redefines how content is created and consumed, the discussion emphasized that authenticity, cultural depth, and technological access are now driving forces in digital storytelling.
