Trending in India: From Atal Bihari Vajpayee to Santa Claus

While India is thoroughly engrossed in Christmas and New Year fever this week, the news world has too quietly slipped into hibernation mode until the New Year 2015 and we digital reporters call it the drought season for news. The only thing that you will see trending in India on all media platforms is the festive celebration and stories focussed around the same.

As winter grips the national capital, many people have packed their bags cancelled their booking in Shimla and Manali and flocked closer to the coast region Goa in search of warmer areas to celebrate Christmas and New Year. Reports suggest that resorts and hotels in Shimla are expected to see only 30 per cent occupancy this Christmas season.

According to newspapers, tourists have ditched Manila and other cold places this winter season and have zeroed down on Goa to celebrate Christmas and New Year. Usually these places are packed with winter loving tourist but the sight is not going to be the same this year. However, this has not tempered down the fervour associated with Christmas and New year.

However, in India December 25 was not only celebrated as Christmas but also as ‘Good Governance Day’ marking the 90th birth anniversary of Indian former Prime Minister Atal Bihari Vajpayee. What’s more is that India highest civilian award Bharat Ratna was conferred upon Mr Vajpayee just before his birth anniversary. What followed on television news channels are an hour long special episodes on Mr Vajpayee’s journey in the Indian political industry.

Name of Indian educationist and political leader Pandit Madan Mohan Malviya who shares his birthday with the former prime minister, has also been announced for Bharat Ratna. So far some 43 people have been awarded the prestigious civilian honour, therefore the thunder for current Prime Minister Narendra Modi and the Bharatiya Janata Party is justified.

Vajpayee, #BharatRatna, Santa and #MerryChristmas were heavily trending on the social networking site Twitter while the Indian new media too carried special features in tune with festive season and Bharat Ratna. Following the western culture during this festive season, Indians too flock to holiday destination they have been planning for months but this time the heavy snowfall in the northern region of the country could have played party pooper for some (as it did for me).

‘Trending in India’ will be back next week talking about what has caught the attention of people in first week of 2015 as we see the marketing industry returning to their workplace after a long Chirstmas and New Year break. Until then, Happy Holidays…

Via Digital Market Asia Mobile

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Lars M. B. Anthonisen is Global Account Lead @ Google. Previously, he held various digital marketing positions at media companies across Europe and Asia including Regional Digital Director at MediaCom APAC, CMO at Adform and Digital Manager at Universal McCann Worldwide.

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