A surge in celebrity and creator-led engagement dominated India’s social landscape for the week November 17-23 with YouTube emerging as the biggest volume driver, according to Comscore India’s Weekly Social Scorecard, which also highlighted that Prime Minister Narendra Modi continued to remain the country’s most influential public person online.

According to Comscore India yesterday, Kellogg’s India topped platform-specific content charts with 42.5 million video views, far outpacing activity on other networks.

Political and entertainment figures continued to command intense traction, led by Prime Minister Modi, who remained India’s most influential public figure online.

Across platforms, Salman Khan delivered the single-strongest performance on Instagram with 4.63 million interactions, while Modi led both Facebook (1.7 million) and X (215,131) engagements. The spread highlights a week where audiences gravitated toward high-visibility personalities and familiar mass-market brands, driving strong spikes across multiple content categories.

Among brands, entertainment and sports dominated the national leaderboard. InstantBollywood took the No. 1 spot with 28.9 million total actions, followed by IPL heavyweights Chennai Super Kings (22.6 million) and Royal Challengers Bangalore (21.6 million). News leader Aaj Tak and regional broadcaster Colors Kannada rounded out the top five, posting more than 20 million interactions each.

Modi’s cross-platform dominance also carried over into the influencer charts, where he led comfortably with 16.87 million actions. Priyanka Chopra placed a distant second with 6.24 million, followed by Salman Khan (4.63 million), Sai Pallavi (4.47 million) and Pallav Paliwal (4.32 million).

The weekly rankings underscore how political communication and celebrity fandom continue to shape India’s digital attention economy.

Brand sponsorships showed a more diversified pattern. Vaseline India emerged as the top sponsor, riding 290,693 actions through content featuring dancer-actor Raghav Juyal. HCL Technologies India’s partnership with Cricket.com.au secured second place (225,654 actions), with Nivea India and creator The Rebel Kid in third (91,452 actions).

On the sponsored-talent side, Juyal’s collaboration with Vaseline delivered the strongest returns of the week, matching the sponsor list at 290,693 interactions. The Rebel Kid’s partnership with Nivea (91,452) and Dulquer Salmaan’s tie-up with Shaadi.com (78,423) rounded out the category, reflecting the growing role of creator-brand alignments in sustaining audience engagement.