The single most shared video across Instagram and YouTube Shorts is Diipa Khosla’s collaboration with a Kolkata chef. In the video, she is draped in a tant saree whose pallu is printed like a handi biryani cross-section (layers of rice, meat, and spices). The video then cuts to her eating the actual biryani. It has sparked a debate: Fashion statement or food waste? Either way, the views are at 80 million and counting.

"The Rise of Desi Digital: How Indian Lifestyle and Entertainment Videos are Taking Over the Internet"

From the glitz of Bollywood weddings to the gritty realism of web series and the chaotic charm of daily vlogs, Indian content creators and celebrities are keeping the reels rolling. Here is what is topping the trends this week.