The demonetisation of currency notes on the eve of the US election 2016 results by the PM of India Narendra Modi was a surprise announcement that triggered a significant upward twist in social media chatter. Maxus Kaleidoscope mapped the mood state of India basis the location based Twitter and Instagram conversations in India between Nov 8-24, 2016 by when we would get a clear picture of the how the initial euphoria of the demonetization panned out over time. Location based Tweets and Instagram Posts oscillated largely between Action oriented and calm moods in the fortnight since the demonetisation from an all-India basis. Calm moods were dominant in the North Eastern states of Mizoram and Meghalaya as depicted in the map below.
Nearly 5 Lakh conversations on Twitter & Instagram made up the top 10 trending topics.
Demonetisation accounted for 6 of the top 10 trending topics since the announcement of which
Narendra Modi garnered half of the trending topics. #IamwithModi and #Modi were the topics that
made up for 19% of the conversations within the top 10 trends. Cricket shared a bit of the spotlight
from demonetization thanks to the ongoing England-India test series.
A total of 23 brands were linked to the top 10 trending topics during the past fortnight. These brands factored in slightly over 30% of the total conversations of which PayTM (avg. 53% association) and SBI (avg. 16% association) carved out the larger part of the Brand Share of Conversation. Samsung and Amazon also managed to gain a significant share of overall conversations however Samsung conversations were largely based on humorous conversations around the Samsung Galaxy Note and demonetization of currency notes. The top 5 metros reflected similar patterns of moods where action dominated the moods however there were some days especially like the Nov 17 in Delhi when the expression of calm gave way to action. Additionally, Tamil Nadu showed a blip towards anxiety on the 18th, 19th and 21st of Nov 2016 when subsequent announcements of the demonetisation easing by the government and news of the CM Jayalalithaa seemed to have driven up the specific mood.
Overall across the top cities in India, there is a sense of patient restraint as the demonetisation moves on into the third week and nears the critical end of the month period when cash flows really come into play.