CAPSTONE PROJECT ON

A Study on Code-switching (Hinglish) affecting the

engagement levels on Facebook in India

Submitted By:
PRIYANKA CHATTERJEE
Program: PGDM 2012-14 (Marketing)

Faculty Guide:
PROF. SUDIPTO CHAKROBORTY
Asst. Professor- IT

Roll No.: PGDM-1707

Institute for Technology and Management, Navi Mumbai

CERTIFICATE FROM GUIDE

This is to certify that the Project Work titled A Study on Code-switching

(Hinglish) affecting the engagement levels on Facebook in India is a bonafide
work carried out by Ms. Priyanka Chatterjee, a student of PGDM program
2012 2014 of the Institute for Technology & Management, Kharghar,
Navi Mumbai under my guidance and direction.

Signature of Guide:
Name, Designation & Address:

Date:
Place:

ABSTRACT
Several countries in Southeast Asia (e.g., Singapore, Japan, and India) have bilingual
populations; many of these populations are fairly fluent in a foreign language (typically
English or French) as well as at least one local or native language. Communicating to these
populations includes an additional layer of complexity, that is, the choice of language for
advertising/Communicating. A number of options exist: the communication could be in either
one of the primary languages or could have a bilingual format containing a mixture of the two
languages. The intention of this study is to examine the role of language choice in
advertising/communication to bilinguals.
This issue is becoming increasingly important to understand with the emergence of the social
platforms that the brands use to communicate such as Facebook, Twitter, Blog. As Facebook,
one of the social-networking websites, has swiftly become one of the favored modes of
communication, language has also been influenced in terms of its usage and practices. Codeswitching, the alternate use of more than one language in a discourse is one of the language
phenomena where such changes can be traced. This research investigated on the occurrences of
code-switching in Facebook, with the objective to understand the communication style that the
brands should use so as to dwell into the minds of the consumers and engage them.
So, the entire study has been divided into three parts:
- Trying to understand the Language use, perception and associations
- Studying the Facebook wall posts of 10 random people to understand the use of language
and the relative engagement in each case.
- Comparative analysis of brands that use single language versus the brands that use code
switching

ACKNOWLEDGMENT

On the very outset of this report, I would like to extend my sincere & heartfelt obligation towards
all the personages who have helped me in this endeavor. Without their active guidance, help,
cooperation & encouragement, I would not have made headway in the project.

I am extremely thankful and pay my gratitude to my faculty guide Prof. Sudipto Chakraborty for
his valuable guidance and support on completion of this project. I am ineffably indebted to my
Superior, Mr. Albert Pereira, Digital Director at Mio Design Pvt Ltd. for his conscientious and
insightful guidance on the digital media and its behavior.I extend my gratitude to ITM Business
School for giving me this opportunity.

I also acknowledge with a deep sense of reverence, my gratitude towards my parents and
member of my family for their constant support and faith in me.At last but not least gratitude
goes to all of my friends who directly or indirectly helped me to complete this project report.

TABLE OF CONTENTS

Title Page
Certificate From Guide
Abstract
Acknowledgement

Chapter

Chapter

Chapter

1.

INTRODUCTION
1.1

Problem On Hand

1.2

Importance Of The Problem

1.3

Historical Perspective

1.4

Objective Of The Project

1.5

Details Of The Organization

LITERATURE REVIEW
2.1

Terminologies

2.2

Previous Studies

RESEARCH METHODOLOGY
3.1
3.2
3.3

Method of Data Collection

Research Population
Samples Demographics

Chapter

Chapter

DATA COLLECTION, ANALYSIS & INTERPRETATION

4.1

Findings of the Data

4.2

Analysis and Interpretation Of Data

RECOMMENDATIONS & CONCLUSION

5.2

Discussion

5.2

Brief description of recommendations

5.3

Feasibility of implementation.

REFERENCES
APPENDIX

List Of Tables

Table 1: Language Proficiency

Table 2 : Language Use
Table 3 : Extent To Which Each Language Is Associated With
Certain Images And Feelings
Table 4: Code-Switching Occurrences Based On Maliks (1994) Ten Reasons For CodeSwitching
Table 5: Facebook Page Engagement Rates
Table 6: Percentage Of Hinglish Posts
Table 7: Engagement Metrics Analysis For Amul And Nestle
Table 8: Engagement Metrics Analysis For Kurkure And Lays India
Table 9: Top Comments Language Use

INTRODUCTION

The spoken language is the most convenient vehicle to transport ideas from one mind to another,
and thus it became a dire necessity for people to use language. Since the birth of English
language and then its spread across the globe, it has been accepted as International Language
unanimously. In India, English language finds strong foothold as the language has crept into the
mass after Mr Thomas Babington Macaulays successful launch of this language in India to teach
this firangibhasha (Foreign language) to Indian Babus working for British administration. Postindependence, English language has expanded its reach to education, government/administration,
business, films & entertainment and the upper stratum of the society. As happens with any other
language, English here in India loses its purity and been contaminated (as any staunch Brit would
call it) with other local languages, Hindi in particular. As the two languages exist together, they
began to influence each other, in an affectionate manner albeit. Hindi, as national language of
India, has strongly affected the use of English by Indians. The movement of hybridization had a
humble beginning in the days of first struggle of India for independence in 1857. And in years to
come, it was to be known as Hinglish term that is popular today in the world of entertainment,
media and advertising.

The Origin
As mentioned in introduction, the first recorded use of Hinglish dates back to the era of Indian
freedom struggle in the later part of 19th century. Ayodhya Prasad Khatri (1857-1905), a
prominent Hindi poet, wrote a gazal, spewing out rage against British government, sprinkling
some English words:
Rent Law kaghamkarenya Bill of Income Tax ka?
Kya karenapannahiinhai sense right now-a-days.
Darkness chhaayahuahai Hind men chaarotaraf
Naamkibhihainahiinbaaqina light now-a-days.
This could be the first example of Hinglish where writer used English words in Hindi poem.
Please note that the writer is writing in Hindi, and Hindi is his primary language of expression,
and he resorted to English words to strengthen the impact that gives the poetry a satirical tone.
But the use of Hinglish we are talking here is different, rather an absolute antipode of the
example written above. So who started this fad that was to gain momentum in modern India?
According to Prof Harish Trivedi, Shobha De was first among other leading lights of this genre
of writing, and she introduced this style in her gossip column Nitas Natter in Stardust in 1960s.
However, other sources like Wikipedia claim that DevyaniChaubal was the first writer to use
8

Hinglish in her English works. Shobha De then began to use Hinglish elements in her novels.
Among other writers, who popularized this style of writing in their literary works, are Salman
Rushdie and Upamanyu Chatterjee, two distinguished fiction writers in Indian English literature;
incidentally, Rushdie started his career as copywriter in an advertising agency in Mumbai.
Slowly and gradually, the use of Hinglish has stepped into popular culture like Hindi cinema,
media and advertising too. And it received tremendous cheer by people from all walks of society,
especially from young generation.
Hinglish in Advertisements
English words are used so commonly in Hindi that it seems that this mixture of Hindi and
English is India's real national language. Advertisers too are keen to use Hinglish, at least when
it comes to targeting a particular segment of society. What is that segment? Many would argue
that it is the urban youth, i.e. the 'youngistaan' generation, who use Hinglish as a badge of cool.
Hinglish targets today's Indians because that's the way we speak. When advertisers talk about
targeting the youth, this has little to do with age: Shah Rukh Khan is in his forties but he's still
young. When did this happen? At what stage did Hinglish shift from being a variety that people
spoke to being one that was suitable for use in advertising? Pepsi, with their tagline "Yeh hi hai
right choice baby", were the forerunners of the Hinglish ad in India. Before Pepsi, there was a lot
of snobbishness regarding the use of Hinglish; people looked down on it. The birthplace of
Hinglish was the college campus, where students find funny abbreviations for long Hindi words
like G-jams for GulabJamun. Hinglish really took off when Indians became self-confident
enough to give the language their own shape without aspiring to speak perfect British English,
with a British accent.

On the other hand, acceptance of Hinglish is also associated with the popularity of MTV and
Channel V after the two hit Indian cable TV. Hinglish was popular in metros even before MTV
& Channel V era but these channels introduced Hinglish to tier-II and tier III towns.
As well as the target audience, when deciding whether or not to use Hinglish, advertisers also
have to consider the product. Take examples of Mercedes-Benz and IBM (which do not lend
themselves into Hinglish advertising) as well as 1000cc bike and Coca-cola (which do). The
FMCG sector in particular is one which is using Hinglish "very smartly".

Problem on Hand:
The study is focused on understanding the use of language in India and the extent of different
associations that people have with each of the languages; While also trying to decipher the
effectiveness of code-switching for communication on social media platform with a prime focus
on Facebook.

Importance of the problem:

The use of Hinglish stepped into popular culture like Hindi cinema, media and advertising too.
And it received tremendous cheer by people from all walks of society; especially from young
generation. Many brands like Kurkure, Dominos, Pepsi, Thums Up, etc have their baselines in
Hinglish. Such baselines have seen to be having a huge impact on consumers for a long period of
time. Platforms such as Facebook are emotive platforms where individuals express themselves
blatantly in the manner and language that they are comfortable with. In this context, this study is
mainly focused on understanding the use of code-switching on Facebook and whether brands
adopt this style of brand communication

10

Historical Perspective of the problem with proper references

Hungry Kya?, Bheja fry? 7UP try, Gorgeous, Hamesha and What your bahana is? are
some of the striking ad punch lines popular in India. And there is one common thread that binds
these powerful lines all these statements are written in Hinglish. To create a specific effect,
some words are intentionally omitted from these lines. For example, when you read or listen to
Hungry kya, it is understood that the advertiser wants to convey Are you hungry? Same is
the case with next one Gorgeous, Hameshaactually target audience knows its You are
Gorgeous, Hamesha.
These simple statements have exerted tremendous impact on the target group, for which the
communication is designed. Here, the strategy is to make the consumers remember the
communication for a long period of time, and to obtain Top of mind awareness (TOMA) when
the consumer goes to shop the product at point of sale.
The language clicked because it reflected reality. That was the way we all speak anyway. But we
spoke that way when we were off stage, not when doing serious stuff such as addressing
potential consumers in ads.

11

OBJECTIVES OF THE PROJECT

Objectives of the project:

1- To study the use of language by Indians
2- Studying the language preference of individuals on Facebook
3- To understand the degree of associations with each of these languages.
4- To understand the various reasons for code-switching by collecting and analyzing
Facebookers bilingual posts
5- To understand how different brands communicate on their Facebook Page
6- To understand the effectiveness of Hinglish on consumer engagement

Details of the Companies whose Facebook Pages that will be studied as a part
of the study
Amul
Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India.[2] The
word amul is derived from the Sanskrit word amulya, meaning invaluable. The co-operative was
initially referred to as Anand Milk Federation Union limited hence the name AMUL.
Formed in 1946, it is a brand managed by a cooperative body, the Gujarat Co-operative Milk
Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3 million milk producers
in Gujarat.
Amul spurred India's White Revolution, which made the country the world's largest producer of
milk and milk products. In the process Amul became the largest food brand in India and has
ventured into markets overseas.
Dr. VergheseKurien, founder-chairman of the GCMMF for more than 30 years (19732006), is
credited with the success of Amul.

12

Nestle
Nestl is the world's leading Nutrition, Health and Wellness company. Our mission of "Good
Food, Good Life" is to provide consumers with the best tasting, most nutritious choices in a wide
range of food and beverage categories and eating occasions, from morning to night.
Nestl's products include baby food, bottled water, breakfast cereals, coffee, confectionery, dairy
products, ice cream, pet foods, and snacks. 29 of Nestl's brands have annual sales of over 1
billion
Swiss
francs
(about
$1.1
billion),[3][5] including Nespresso, Nescaf, Kit
Kat, Smarties, Nesquik, Stouffer's, Vittel, and Maggi. Nestl has around 450 factories, operates
in 86 countries, and employs around 328,000 people. It is one of the main shareholders
of L'Oral, the world's largest cosmetics company.[6] On 4 September 2013, software and searchengine giant Google announced that they would be naming the next Android release, version 4.4,
after the ever-popular chocolate wafer "KitKat" with Nestle's legal permission. Nestl,
confirming the team-up, announced the distribution of around 50 million KitKats worldwide,
featuring the Android mascot in the covers. The Company was founded in 1866 by Henri Nestl
in Vevey, Switzerland, where our headquarters are still located today. We employ around
2,80,000 people and have factories or operations in almost every country in the world. Nestl
sales for 2009 were CHF 108 bn.
The Nestl Corporate Business Principles are at the basis of our Companys culture, developed
over 140 years, which reflects the ideas of fairness, honesty and long-term thinking.

Details of the products whose Facebook Pages that will be studied as a part of
the study
Kurkure
Kurkure is a brand of cheese puffs, developed and produced by Pepsico India, the Indian
division of PepsiCo. Named after the Hindi word for "crunchy", the snack was developed
entirely in India. It was launched in 1999. The snack comes in numerous spicy flavours
like Masala Munch, Green Chutney, ChilliChatka and TamatarHydrabadi Style, Xtreme Electric
Nimbu and Xtreme Risky Chilli.
Kurkure, Indias popular and fun loving family Namkeen brand from PepsiCo India has always
taken pride in the fact that its made from trusted ingredients found in Indian kitchens. PepsiCos
salty snack brand Kurkures latest ad campaign has arrived at a rather appropriate time. The Rs
9,400 crore Indian snack markets is growing at a very healthy pace, about 25 per cent a year and
as a recent survey by VML Qais indicates Indians, the 18 to 30 year old lot, are particularly fond
of a crispy snack in air-tight plastic packaging.

13

Lays
Lay's (also known as Walkers in the United Kingdom and Ireland, Smith's in
Australia, Chipsyin Egypt, Poca in Vietnam, Tapuchips in Israel,
Margarita in Colombia and Sabritasin Mexico) is the brand name for a number of potato
chip varieties as well as the name of the company that founded the chip brand in 1932. A
company owned by PepsiCo since 1965.
In India Lay's is available in the following flavors: "India's Magic Masala", "American Style
Cream & Onion", "Spanish Tomato Tango", "Classic Salted" and "West Indies' Hot 'n' Sweet
Chili ". In 2013, Lay's released two new flavors, "French Salt & Cracked Pepper" and Lays
Chile Limon". A baked variant of Lay's called "Lay's Baked" is available in the following
flavors: "Original Salted", "Cream, Herb & Onion" and "Sun kissed Tomato".

14

LITERATURE REVIEW
Bilingualism
A bilingual speaker is a person who can communicate in more than one language. According to
Wikipedia (2008), bilingualism can be further divided into compound bilingualism, coordinate
bilingualism and subordinate bilingualism by looking at bilinguals cognitive process of
representation and organization of concepts and words.
Code Switching
Code switching as a bilingual speech behavior allows the speaker to alternately use the
resources of the languages they command in the course of a single conversation.
(FereshtehRezaeian, 2009; p1) From a Sociolinguistic aspect, code switching is seen as a
bilingual speech act which is influenced by social factors (e.g., age, gender, education, etc.) and
the interaction among these factors. Code switching may be defined as the alternate use of two
or more languages by bilinguals in a conversation. (Choy Wai Fong, 2011; p1)
Code-switching is defined as a linguistic phenomenon where two or more varieties are used
alternatively by bilinguals in a conversation. Gal (1988) described code-switching as a
conversational strategy used to establish, cross or destroy group boundaries; to create, evoke or
change interpersonal relations with their rights and obligations. Poplack (1980) classified the
occurrence of code-switching into tag-switching, intersentential switching and intrasentential
switching.
Hinglish
(Wikipedia, 2013) Hinglish (the name is a portmanteau of "Hindi" and "English") is a macaronic
language, a hybrid of English and South Asian languages it is a code-switching variety of these
languages whereby they are freely interchanged within a sentence or between sentences.While
the name is based on the Hindi language, it does not refer exclusively to Hindi, but "is used in
India, with English words blending with Punjabi, and Hindi, and also within British
Asian families to enliven standard English."
Some examples of Hinglish vocabulary are:
timepass: a distraction to pass the time
badmash: hooligan
India is the 7th largest country in the world and has over 1.2 billion inhabitants. Although Indias
official language is Standard Hindi, the second official one is English; around 10% of its
15

population or 125 million people speak it. English is part of India because the country used to be
under a British colonial rule until it got its independence in 1947.
Hinglish is the new Indian English. Indian English or Hinglish is a rich language that includes
both traits from the Indian literary and vernacular language, and the English standard. India is an
interesting case because it has preserved many British phrases and words, but is now influenced
by American English, causing inconsistencies in the way words are written. For example, the
newspapers may write both color and colour. One of the main differences between Indian
English and Standard English is the way people pronounce the language people from different
parts of the country have very different accents. (Mariana Aguilar Ramrez, Mariana is a
Pedagogy and Research summer associate at Voxy, voxy.com,2013)

Computer-mediated communication:
Computer-mediated communication (Wikipedia 2007) refers to any form of communication done
by individuals with the help of computer technology using communication software.
Asynchronous computer-mediated communication is a type of computer-mediated
communication that does not require immediate response as sender and receiver do not
necessarily need to be online at the same time in order for message to be sent and received.

Facebook
Facebook is a social network website that provides an extensive number of features for its users
to socialize and share information about them. Users can sign up on the website with a valid email address and create a profile page, allowing them to keep updated with friends social
activities, upload photos, share links and videos and connect with people. As of January 2014,
the network was estimated to have more than 1.23 Billion active users worldwide
(SocialBakers.com)
One of the main features is the News Feed where users can publish status updates and share them
with users in their network. The status updates posted on users profiles pages will then available
to be replied or commented on at any time by other users, making it an asynchronous situation.
Thus, Facebook has become the leading social network platform on the Internet and a vital
communication tool globally.

16

Code-Switching Of The Language Situation In India

Malik (1994) in discussing the sociolinguistics of code-switching of the language situation in
India explained ten reasons for speakers to code-switch:
1. Lack of facility: When certain concepts in a variety are not available in the other, bilingual
speakers switch code to express themselves and at the same time avoid unnecessary
misunderstanding and loss of intended meaning.
2. Lack of registral competence: Bilinguals may find difficulties in choosing appropriate words
in the target language for specific topics and choose to code switch when they are not equally
competent in the two languages.
3. Mood of the speaker: Code-switching takes place when bilinguals are in different moods such
as angry, anxious or nervous. Although the intended words are available in both languages,
bilinguals may code-switch when the words in the other language seem to take less effort and
time to be used at that particular moment.
4. To amplify and emphasize a point: Bilinguals may code-switch on selected parts of a speech
to make sure that listeners know what to highlight and focus on in situations such as an
argument.
5. Habitual expressions: Code-switching also happens commonly in fixed phrases such as
greetings, commands, requests, apologies and discourse markers. This may suggest strength to a
speech such as warning or threat.
6. Semantic significance: Used as a verbal strategy, code-switching can convey important and
meaningful linguistic and social information.
7. To show identity with a group: Code-switching is used to signify shared values and
experiences by people of a same group or culture. Hence, words and phrases are retained in their
original languages to represent a sense of belonging and familiarity to the group.
8. To address different audience: Similar to Gumperzs (1982) addresses specification, different
languages are used to convey messages when they are targeted to different listeners or recipients.
9. Pragmatic reasons: Sometimes, code-switching is dependent on the context of a conversation
or other factors such as formality, participants and location where a conversation is taking place.
So, code-switching may portray a varying degree of speakers involvement.
10. To attract attention: When two languages or more are used in the media or advertisements,
audience are often attracted to the language that they are familiar with first.

17

Use of Hinglish in Advertisements:

Hinglish makes English-speaking brands a little more inclusive and it makes Hindi-speaking
brands a little more aspirational. Also, because its a shortcut language, it lets you say a lot of
stuff in just about thirty seconds, which is vital in advertising. At a very basic level, it also helps
large national brands knit their slogans across the country together, more cohesively. So
YehhaiYoungistaanmerijaan
becomes
IdhuYoungistaanchellam
in
Tamil,
IdhuYoungistaanpriyare in Malayalam, IdhiYoungistaan my nestham in Telugu.
Initially, using Hindi mixed with English during formal communication processes had a bit of a
cheap thrill to it. Advertising embraced Hinglish with great gusto, because advertising always
embraces all the latest trends with great gusto.
Hinglish expressions continue to be popular in mainstream advertising even today.
Thandamatlab Coca Cola, Kurkures Tedhahai par merahai, Dominos Hungry Kya? are all
brand recognitions that has developed over the years. The emergence of Hinglish might sound
colloquial to many but it has truly changed the definition of creativity in Indian advertising over
the years.
[Nair, Priyanka (2012, August 09). Hinglish The story of Indian English. Retrieved from
http://www.exchange4media.com]

18

Previous Studies
Aradhna Krishna, Rohini Ahluwalia, 2008, Language Choice In Advertising To Bilinguals:
Asymmetric Effects For Multinationals Versus Local Firms
The research examined the role of language choice in advertising to bilinguals in global markets.
The results revealed that the existence of asymmetric language effects for multinational
corporations (MNCs) versus local firms when operating in a foreign domain, such that the choice
of advertising language affects advertising effectiveness for MNCs but not local companies.
Also, different language formats (e.g., the local language vs. English or a mix of the two
languages) are shown to vary in their advertising effectiveness for different types of products
(luxuries vs. necessities). Our results indicate that language choice for advertisements is an
important decision for MNCs. Also, MNCs cannot mimic local companies in their choice of
advertising language.
These data appear to suggest that MNCs should observe caution in the use of local language,
even in the domain of necessities (our findings suggest that use of local language is clearly
expected to backfire in the domain of luxuries). In other words, localization of the ad language
may be a good strategy for necessities (for which belongingness is important), but MNCs need to
be cautious about going completely local and might be better off using mixed language ads for
bilinguals.
In this regard, our findings highlight an important advantage of mixed language messages for
MNCsthey are able to capitalize on the favorable associations of both languages without
drawing excessive attention to the language choice and, therefore, present the safe bet option
for advertising products that fall in the category of necessities, in global bilingual markets.

Advertising To Bilingual Consumers: The Impact Of Code-Switching On Persuasion,

David Luna, Laura A. Peracchio (2005) Building on a sociolinguistic framework, our research
explores the impact of code switching on the persuasiveness of marketing messages. Codeswitching refers to mixing languages within a sentence, a common practice among bilingual
consumers. We investigate how responses to different types of code-switched messages can
provide insight into bilingual consumers' persuasion processes. A pilot study reveals a codeswitching direction effect such that minority-language slogans switching to the majority
language result in greater persuasion than majority-language slogans switching to the minority
language. The effect is attributed to the salience of the code-switched word in the slogan. Study 1
explores this code switching direction effect in more detail and shows that when associations
toward the minority language are positive, the code-switching direction effect is reversed.

19

The Impact of Language and Congruity on Persuasion in Multicultural E-Marketing;

(David Luna, Laura A. Peracchio, 2003)
In this article we examine the effect of language, graphics, and culture on bilingual consumers
Web site and product evaluations. We extend previous bilingual memory research to affective
responses and to a new mediumthe Internet. A series of studies suggests that attitudinal
measures are influenced by the interaction of Web site language with two types of congruity:
graphic congruity and cultural congruity. We conclude from our findings that both types of
congruity influence bilinguals attitude-formation processes.
Thus, if the site includes relevant graphics that support the content, and/or includes content that
is consistent with consumers cultures, e-marketers may not need to translate their sites to the
local languages. However, although our results support this conclusion when attitudinal
responses are the focus of the e-marketers actions, caution should be applied if other types of
responses are desired, such as purchases or comprehension.
Also, as Internet usage extends internationally to consumers who may have more limited
knowledge of English, further research needs to address the effect of congruity and language on
individuals with lower levels of English proficiency.

Language Familiarity Effects On Bilingual Consumers' Brand Attitudes (Binh T. Tran,

2009)
This study examines the effects of ad language familiarity on brand attitudes among bilingual
consumers. Results reveal that ad language familiarity may make brand attitudes more or less
favorable. Familiar ad language leads to more favorable brand attitudes towards a necessity
product, but to less favorable brand attitudes towards a luxury product. Additionally, while
utilitarian beliefs do not seem to mediate the effects of ad language familiarity on brand attitudes,
hedonic beliefs fully mediate the effects. Lastly, cultural assimilation moderates the effects of ad
language familiarity on brand attitudes.

20

RESEARCH METHODOLOGY

Research Objectives
Study 1: Language Choice And Degree Of Perceptual Associations
The study begins with a pilot study by examining the characteristics of the bilingual HindiEnglish speaking population, their choice of language in various contexts, as well as their
primary perceptual associations with the two languages (English and Hindi).

Study 2: Functions Of Code-Switching In Facebook Posts

Second part, the study investigated the wall posts found in Facebook on profile page where
friends can post messages to a user which are visible to those who can gain access to the users
wall. The study aimed to achieve these objectives:
a. To determine the languages of Facebook in India
b. To determine the occurrence of code-switching in the wall posts and comments
c. To ascertain the purpose of wall posts and comments

Study 3: Comparative Study Of Facebook Brand Pages About The Effectiveness Of

Hinglish On Consumer Engagement
Finally, in the third part, there is a comparative study of four brands Facebook pages with a high
level of Facebook fans; Two Facebook pages which are employing higher usage of Hinglish
Versus two Facebook pages of brands that predominantly speaks English.
The study aimed to achieve the following objectives:
a. To compare the engagement levels of the pages in terms of likes, comments, shares and
PTAT.
b. To compare the occurrence of code-switching in the comments to Hinglish posts and
English posts purely.

21

Study 1: Language Choice And Degree Of Perceptual Associations

Data Collection:
Language Proficiency:
One set of questions was designed to test whether the target population met the criteria for
bilingualism by demonstrating proficiency in both languages.
Language Use:
Another set of questions was designed to understand the use of language in different situations
by the target. Several of the questions in this section were adapted fromAradhana and Ahluwalia
(2008). A few additional questions pertaining to language use situations were also included (see
table 1 for the items).
Language Associations:
Finally, a last set of questions attempted to understand the specific perceptual associations
related to each language. A list of words that denote be belongingness (family, closeness, sense
of belonging, personal, distant, and caring), sophistication and modernity (globalness,
exclusivity, cosmopolitan, prestige, and professionalism), class association (middle class and
upper class), and tone of voice (polite and stern) were included in the study.
Subjects were asked to assess the extent (on 5-point scales anchored at 1 p strongly associated
and 5 p not at all associated) to which they felt that Hindi and English were associated with each
of them.

22

Research Population:
Referring to Burns (1995:62) population is an entire group of people or objects or events
which all have at least one characteristic in common and must be defined specifically and
unambiguously.
The population that was investigated in this study was the audience in the age group of 1834years as they are highly active on social media. Also, the entire population has had its entire
schooling in English medium.
As on January 2014, of the total 92 million (7.73% of the total user-base) Facebook users in
India, nearly 50% of them belong to the age group 18-24 years. Facebook is clearly at an infancy
stage in India and other similar developing countries. Hence web users especially teens find it
exciting and are very active on the site. Nearly about 26 Million users (28% of total Facebook
India population) fall in the age group of 25-34 years. So they form the highest percentage of
Facebook users in India.

Source: http://www.dazeinfo.com/

Respondents Demographics:
The population comprises of 37% female and 63% Males. Majority of the Respondents are
Students (65%), followed by Salaried Individuals (32%) and the remaining 3 individuals are
1Self-employed, 1 Homemakers and 1 Unemployed.

23

Study 2: Functions Of Code-Switching In Facebook Posts

Data Collection Instruments:
Profile pages on Facebook:
Data in the form of online written texts was drawn from a social networking website known as
Facebook. The primary source of this study is taken from participants profile pages on
Facebook where participants share information by posting status updates.
Maliks (1994) ten reasons for code-switching:
For this study, Maliks (1994) ten reasons for code-switching for spoken discourse were used as
a fundamental framework in interpreting them in the later chapter. The ten reasons are lack of
facility, lack of registral competence, mood of the speaker, to amplify and emphasize a point,
habitual expressions, semantic significance, to show identity with a group, to address different
audience, pragmatic reasons and to attract attention.

Participants Details:
Due to Facebooks various privacy settings and users individual customization that make certain
features unavailable to users that are not in a persons network or friends circle, convenience
sampling method has been employed in selecting the participants in order to gain access to the
posted messages.
Total of 25 profiles have been selected out of the 100 respondents to the survey that was been
conducted as a part of study 1.
All the 25 participants fall in the age group of 18-35 years.
Out of 25 participants, 18 are Male while 7 are female. 15 of them are students while 8 of them
are salaried persons, one of them is self-employed and 1 of them is a home-maker.

24

Study 3: Comparative Study Of Facebook Brand Pages About The Effectiveness Of

Hinglish On Consumer Engagement

Data Collection Instrument:

Product Pages & Company Pages on Facebook:
In order to understand the effect of the use of code-switching on consumer engagement, a
comparative study has been carried out.
To carry out the comparative analysis, company/organizational pages of two famous Indian
organizations were studied. Amul was primarily chosen owing to its commendable use of
Hinglish in almost 45-50% of its post. So, the page was studied entirely with respect
engagement, the language of comments. Nestle, Amuls biggest competitor was found to be
entirely dependent on a sophisticated use of English and hence was chosen.
To compare pages at product level, the pages of two products namely, Kurkure and Lays, they
belong to the same company. Both the products are famous in the snacks zone and are known for
heavy communication. But the Facebook pages seemed to have entirely extremely different
communication strategy. Hence, the two were selected.
Product pages and company pages will be used for a comparative analysis of the impact of the
language use in the posts and to identify the level of engagement.

Procedure:
For each of these pages, the posts made during the month of January have been recorded. The
posts have been categorized in terms of language use. The number of comments, shares and likes
for each one of them has been noted to further carry out the analysis in terms of engagement.
Also, the language use in case of the comments made by the page fans to each of the page posts
has been recorded to understand the response behavior. Not all the comments can be viewed
every time due to Facebooks special feature of Top Comments. Hence the language use in the
top comments only have been recorded.
Also, the number of Page Likes and PTAT(people talking about this) have been recorded. Using
the two metrics, the Engagement Rate has been calculated. The Engagement rate is a dynamic
figure and the percentage change can be observed even after the page makes one additional post.
The formula used is as follows:
Engagement Rate (at a given time) = [PTAT/Total No. Of Page Likes]*100
25

DATA FINDINGS AND ANALYSIS

Study 1: Language Choice And Degree Of Perceptual Associations

Language Proficiency:
The data reveals that the target population is fluent in both languages and fulfills the criteria for
bilingualism.
Overall, it appears that as the subjects are schooled more in English and, as such, reads and
writes more in English versus Hindi. However, the proficiency is more in speaking Hindi is more
than that in English.
In other words, they appear to be well versed in both languages.

TABLE 1: LANGUAGE PROFICIENCY

Language Proficiency

Mean

How proficient are you in English in the following areas

Speaking
Writing
Reading

3.83
3.95
4.21

How proficient are you in Hindi in the following areas

Speaking
Writing
Reading

4.05
3.31
3.53

26

Language Use:

The mean responses related to language use are reported in table 2.

Owing to the schooling in English medium, the preference of reading lies with the roman scripts
that is, in English.
However, they speak more in Hindi with friends and family in Hindi versus English.
Also, on various social platforms they tend to communicate in lesser Hindi, and more English.
At office/college, they speak more in Hindi and Lesser in English.

TABLE 2 : LANGUAGE USE

Media and language use
What language newspapers and magazines do you read?

Mean
4.39

What language do you use in the following situations?

At home

2.29

At Office/College

3.18

With friends

2.63

On Social Platforms (e.g.: Facebook, Twitter, SMSes)

4.21

27

Language Associations

Please refer to table 3 for the mean associations of both languages with the descriptors provided
to the subjects.
As the table reveals, English (as compared to Hindi) has significantly stronger associations with
exclusivity, cosmopolitan, and professionalism (all terms that denote sophistication).
Hindi as compared to English, however, conveys a significantly greater sense of belonging,
caring, closeness, belonging, and being personal and is perceived as significantly less distant,
which is indicative of its association with belongingness.
Interestingly, English is associated more strongly than Hindi with upper class, while Hindi is
perceived as more middle class than English.
In case of tone of voice, English is perceived to be more polite as compared to Hindi. The
languages, however, do not differ in the extent to which they are perceived as stern.

TABLE 3 : EXTENT TO WHICH EACH LANGUAGE IS ASSOCIATED WITH

CERTAIN IMAGES AND FEELINGS
Variable

Mean For Hindi

Mean For English

Exclusivity
Cosmopolitan
Sense of Belonging
Professionalism
Polite tone of voice
stern tone of voice
Caring

2.60
2.79
1.96
2.89
2.22
2.60
2.01

2.07
1.87
2.60
1.82
2.13
2.60
2.61

Middle Class
Upper Class

1.95
2.94

3.05
1.90

28

Study 2: Functions Of Code-Switching In Facebook Posts

Maliks (1994) ten reasons for code-switching:

Maliks ten reasons were stated with respect to understand the occurrence of code-switching in
verbal communication. Therefore, Seven (70%) out of the 10 reasons can be applied to the
occurrence of code-switching in communication via social networking website.
The three other reasons that is semantic significance, pragmatic reasons and to attract attention
are applicable to verbal communication.
Habitual expressions also include fillers/interjections and hence there have been 3 posts where a
combination of code-switching reasons with habitual expression were observed, the repetition
has been counted in the analysis.
The following table shows the occurrence of code-switching based on Maliks (1994) ten reasons
for code-switching.

TABLE 4: CODE-SWITCHING OCCURRENCES BASED ON MALIKS (1994) TEN

REASONS FOR CODE-SWITCHING
Reasons For Code-Switching
Lack of facility
Lack of registral competence
Habitual Expressions
To amplify and emphasize a point
Mood of the speaker
To show identity with a group
To address different audience
Semantic significance
Pragmatic reasons
To attract attention
TOTAL

Number Of Occurrences

Percentage

3
3
7
4
4
4
3
0
0
0
28

10.71
10.71
25
14.29
14.29
14.29
10.71
0
0
0
100

29

It was observed that the Habitual expressions were found in majority cases, followed by reasons
like To amplify and emphasize a point, Mood of the speakers and To show identity with a group.
In order to show belongingness to a group words like mumbaikar, dost were used.
Mood of the speaker and Amplification/Emphasizing was determined by the tonality and the
context of expression. Mood of the speaker varied from anger to sarcasm to quirkiness.
In order to address to a different set of audience, the sentences were directive towards a
particular group of people. For e.g.: missing u my Chutki ; missing our masti
In case of lack of Facility, phrases like Daksha bhabhi ,haldi function were used. Though the
literal translations of the words exist, the same would not be apt in such the context of the posts
made.
Habitual expressions were expressed in the form of discourse makers like ShaadiKa Video or
Salaam Mumbai

30

Study 3: Comparative Study Of Facebook Brand Pages About The Effectiveness Of

Hinglish On Consumer Engagement

The comparative analysis of the page stats show that Amul has the highest engagement rate that
is 1.48% and the Page with maximum number of likes is the Kurkure page with 3.2 Million
Likes. Both these page make high use of Code-switching in their Page communication.
The complete page metric details are available in the following table.
TABLE 5: Facebook Page Engagement Rates
Page

Likes

PTAT

ER

Amul

1139310

16839

1.48

Nestle

5321116

31540

0.59

Kurkure
Lays'

3233520
3773153

16087
29316

0.497
0.78

Out of the total number of posts made by Amul in the month of January, 47.05% were in
Hinglish while Nestle made all the posts in English.
In case of Kurkure, 92.31% posts were in Hinglish while Lays India made merely 3 out of
43posts (6.98%) in Hinglish.
The same is illustrated in the table below.
Table 6: Percentage Of Hinglish Posts
Company Page
Amul
Nestle
Kurkure
Lay's India

No. Of Posts
34
31
52
43

Hinglish Posts
16
0
48
3

English Posts

Hinglish Posts as a % of
Total Posts

18
31
4
40

47.05
0
92.31
6.98

31

Average Likes, Comments and Shares Comparison

As compared to Amul, Nestle has lesser number of average likes, comments and shares for the
English posts made. Nestle made no Hinglish posts.
Comparing the engagement levels of Hinglish posts versus English posts made by Amul, we
observe that the number of Average likes and comments are slightly higher for Hinglish posts.
But the average shares for Hinglish posts by Amul are almost 145% higher than the number of
shares for English posts.

Table 7: Engagement Metrics Analysis For Amul and Nestle

Amul
Nestle
No. Of Hinglish Posts
Average Likes
Average Comments
Average Shares

16
1179
26
520

0
NA
NA
NA

No. Of English Posts

Average Likes
Average Comments
Average Shares

18
1518
23
212

31
211
6
46

As compared to kurkure, Lays has higher number of average shares for Hinglish posts.
However, the number of average likes and comments remain higher in case of Kurkure.
For English posts, Kurkure has significantly higher level of engagement in terms of all three
metrics.
In case of Kurkure, the average likes for English posts are almost 100% higher than the same for
Hinglish posts. The average shares for English posts are also higher than the same for Hinglish
posts. However, the average comments per post are 3 times more than that for English posts.
In case of Lays India, the average number of likes remains higher in case of English posts while
the average shares and comments remain the same in both kinds of posts.

32

Table 8: Engagement Metrics Analysis For Kurkure and Lays India

Kurkure
Lay's India
No. Of Hinglish Posts
Average Likes
Average Comments
Average Shares

48
381
215
9

3
228
16
32

No. Of English Posts

Average Likes
Average Comments
Average Shares

4
760
60
67

40
568
16
32

Top Comments Language Use

In case of Amul, atleast more than 25% of the comments are in Hinglish for posts that are made
in English. In case of Hinglish posts, the comments made are atleast more than 40% make use of
code-switching.
In case of Nestle, the average number of Top comments in Hinglish is atleast 25% of the total
number of comments.
For hinglish posts, in case of Kurkure, almost 45% of the top comments are in Hinglish, 33%
comments are in English and the 22% top comments are in Hindi. In some cases, Hindi is written
in roman scripts while in some cases Devanagari script is used.
For English posts, Kurkure got an average of 54% top comments in English while almost 30%
comments are in Hinglish.
For the Hinglish posts made by Lays India, 40% of the comments are in Hinglish and English
each. While in case of English posts, 60% top comments are in English while 20 % in Hinglish.

33

Table 9: Top Comments Language Use

Amul

Nestle

Kurkure

Lay's
India

No. Of Hinglish Posts

Average Hindi Comments
Average English Comments
Average Hinglish Comments

16
0
3
2

0
NA
NA
NA

48
2
3
4

3
1
2
2

No. Of English Posts

Average Hindi Comments
Average English Comments
Average Hinglish Comments

18
0
3
1

31
0
3
1

4
2
7
4

40
1
3
1

34

Discussion
The study 1 establishes the urban Indian population as being proficient in both English and
Hindi, perceiving both languages favorably. Also, while they prefer talking more of Hindi as
compared to English with Friends/Family; on social platforms they prefer a mix of more English
and less Hindi.
Additionally, English was strongly associated with sophistication, while Hindi had its strongest
associations with items that denoted belongingness. So, if the two languages are used by the
brands on their Facebook pages, then it can avail the benefit of the positive associations of both
the languages towards the brands. (Aradhana& Ahluwalia, 2008)
Also, study 2 established that code-switching occurrences are mainly observed due to following
reasons in India: Habitual expressions, Mood of the speaker, to amplify/emphasize a point, to
show identity with a group.
Brand like Amul uses code-switching to amplify/ emphasize on a given quirky statement that it
is trying to make on the current affairs. Brand like Kurkure is trying to use code-switching to
show its identity with a group or to express its mood- #chatpata
As study 1 established that on social platforms, people prefer a mix of more English and less
Hindi. Similarly, the brand with the highest engagement- Amul had a fair mix of more English
and Less Hindi (9:8) posts. Thus, it can be stated that the brands that use Hinglish to express its
view/ amplify the effect of its statement can expect a good amount of consumer engagement.
In study 3, it was noticed that though the pages had posts in English/Hinglish, the number of top
comments was atleast 20% of the total comments, which brings forth the fact that Indians use
Hinglish- intentionally or unintentionally irrespective of the tonality of the brand. However, if
the brand speaks Hinglish, not only the number of Hinglish comments but also the total number
of comments sees a great increase. The number of Hinglish comments has rarely surpassed the
number of English comments, this is evident to the fact that users prefer more English and less
Hindi mix on social platforms.
Lays India though has a Hinglish tagline- har pal banaye magical; still the communication on
facebook is predominantly in English. So, despite the use of brand ambassadors like Dhoni and
Ranbir Kapoor, the engagement levels remain lower.
It has been observed by many other brands- banks, insurance policies, confectioneries, etc. that
despite having Hinglish advertising languages and Hinglish taglines, still the communication on
Facebook remains predominantly in English. This probably creates a disconnect between the real
brand image and the online image.

35

Recommendations

Brands should prefer using Hinglish on their pages as it will give them the benefit of
associations.
Also, code-switching can help them to communicate naturally and create connect with
the audience.
However, the ratio of code-switching should be such that the amount of English should
be higher than that of Hindi.
Code-switching should be used as an extension to its own brand identity and should not
be deliberate.

Feasibility of Implementation

There are various tools that measure the sentiment analysis on various Facebook pages like
Radiance6, etc. These tools are not yet programmed to pick up the code-switched words. The
variety of code-switching is humongous and thus, the implementation in terms of using Hinglish
will remain restricted till the tools to monitor and analyse the Facebook pages are programmed to
pick up Hinglish sentences and analyze the tonality of the same correctly.

36

References
Luna, David and Laura A. Peracchio (2001), Moderators of Language Effects in Advertising to
Bilinguals: A Psycholinguistic Approach, Journal of Consumer Research, 28 (September), 284
95.
Luna, David and Laura A. Peracchio (2005a), Advertising to Bilingual Consumers: The Impact
of Code-Switching or Persuasion, Journal of Consumer Research, 31 (4), 76065.
Luna, David and Laura A. Peracchio (2005b), Sociolinguistic Effects on Code-Switched Ads
Targeting Bilingual Consumers, Journal of Advertising, 24 (2), 4356.
Binh Tran (2009), Language familiarity effects on bilingual consumers' brand attitudes
Malik (1994), The sociolinguistics of code-switching of the language situation in India
Aradhna Krishna, Rohini Ahluwalia, 2008, Language Choice In Advertising To Bilinguals:
Asymmetric Effects For Multinationals Versus Local Firms
The Impact of Language and Congruity on Persuasion in Multicultural E-Marketing; (David
Luna, Laura A. Peracchio, 2003)
Nair, Priyanka (2012, August 09). Hinglish The story of Indian English. Retrieved from
http://www.exchange4media.com
PurohitJayesh (2014), Effective Use of Hinglish in Indian Advertisements, Retrieved from
http://www.afaqs.com
NayakVarun, (2014, January 7) , 92 Million Facebook Users Makes India The Second Largest
Country [STUDY], Retrieved from http://www.dazeinfo.com
Facebook Statistics, Retrieved from http://www.socialbakers.com

37

Appendix 1
Survey Questionnaire

38

Appendix 2
Survey Result (Graphs)

39

40

41

42

43

44

45

Appendix 3
Facebook Wall Posts

46

1. Find a bus to do this!!!!!.......india tour karenge!

2. "upar wala jabbi deta... deta chappar faad ke"
got placed with XYZ and ABC on the same day.... sadly have to choose only one
3. BOMB PhODnaa KiskO bOlte hain....
Jab mOrning mOrning.... THE GREAT KAMWALI bai comes and Tells that she wont be
coming henceforth as she is shifting to her native place.
4. Reuben watched my Shaadi ka Video and he asks, In the morning during haldi function you had
short hair. How come in the night during wedding ceremony you had big bun on your hair...?
5. Bajirao Ki Coffee..!!!
6. Happy raksha bandhan my dear brothers...
7. Marketer ke Marketing career ki shuruvaat!! at Inorbit Mall
8. Facebook has turned into mausam vibhag..no need of weather dept i guess!!!
9. Thanks Daksha bhabhi for the "tomato soup with a twist" recipe!
10. Temperature jitna koshish karle delhi police se niche nai gir sakta
11. being with punjabi frnds is lyk full on masti tym
12. miss you dost !!!!
13. "Jidhar Apna Crush Hai, Saala, Udhar Pehle Se Hi Rush Hai."
14. We don't understand "Humko & tumko".. We prefer Tereko & Mereko...!!
15. 8:30 wala lec over... aur wo Alok ka 8:35 pe aana over.
16. Off late i'm missing one of my best person a lott, never thought you would leave the place soo
soon - missing u my Chutki missing our masti
17. bhai ticket book karlo indigo mai hi..warna nuksan ho jayega
18. The total madness after winning Match...!! khoon paisina ka faal akhir main mill hie gaya..!!
19. my sweetest niece Kashvi & youngest brother Gauransh... Mama & bhanji jodi rocking the floor
20. So finally #HCL it is!!! Lelo laptop..phablet lelo!!!...LMAO!!!
21. ABC sharing the room with you after 2 long years feels GREAT!!!!!! Mumbai bhi ab apna sa lag
raha hain!!!!!
22. Goodbye Mumbaikar's

feeling sad.
47

23. Every time before boarding train at Dadar I'll say Pehle aap .#MumbaikaResolution
24. Good morning... Salaam Bombay
25. I know what you might be thinking... Only 4.8 rating... But hey Iss Movie ne Expectations bhi toh
badha diye...

48

Appendix 4
Facebook Page Status Analysis

49

AMUL- Company Page

Likes: 1139310
Language Of
Post

PTAT: 16839

Comments

Likes

Shares

ER: 1.48%
Top Comments' Language
Hindi

Hinglish
English
Hinglish
English
English
Hinglish
English
English
English
English
English
English
English
Hinglish
English
English
English
English
English
Hinglish
English
Hinglish
Hinglish
Hinglish
Hinglish
Hinglish
Hinglish
English
Hinglish
English
Hinglish
Hinglish
Hinglish
Hinglish

8
64
6
78
26
36
24
21
18
10
8
11
1
35
5
23
26
1
1
54
67
26
4
36
41
19
12
14
22
10
7
74
20
13

395
5677
1337
4398
4650
3156
2379
211
703
768
505
355
98
2423
716
1669
2680
141
116
1719
2719
1795
2099
2390
547
1293
2730
157
1110
510
1104
3246
1711
1411

33
85
33
85
355
106
30
811
21
21
13
2
0
847
11
25
767
2
2
466
1459
505
467
623
319
406
495
17
222
109
232
2629
497
446

2
2
0
0
0
0
0
0
0
0
0
0
0
2
0
2
0
0
0
0
0
0
0
0
0
1
0
0
0
0
0
0
0
0

English Hinglish
2
0
2
1
2
3
3
3
1
2
3
2
5
0
2
0
5
0
4
0
1
0
2
1
4
0
1
1
4
0
4
1
6
1
1
2
1
0
4
2
5
0
1
4
2
2
5
1
2
0
3
2
2
4
2
0
2
2
4
1
2
3
2
4
4
2
3
2
50

Nestle India- Company Page

Likes: 5321116
Language
Of Post

PTAT: 31540

Comments

Likes

Shares

ER: 0.59%
Top Comments' Language
Hindi

English
English
English
English
English
English
English
English
English
English
English
English
English
English
English
English
English
English
English
English
English
English
English
English
English
English
English
English
English
English
English

13
1
0
30
9
0
5
3
3
0
23
6
5
2
1
19
1
22
2
4
0
15
0
6
13
4
4
1
4
0
3

379
37
65
157
334
153
280
121
265
104
326
196
343
123
52
585
47
135
154
185
190
576
71
272
98
149
212
111
379
91
344

67
1
2
22
33
43
79
51
50
11
37
140
107
38
2
124
1
19
44
69
57
164
1
40
12
27
27
30
69
13
51

English Hinglish
0
0
0
0
0
0
0
0
0
0
0
2
0
1
2
1
0
0
0
1
0
0
0
0
0
0
0
0
0
0
0

8
1
0
15
5
0
4
3
3
0
8
3
5
1
1
14
1
3
1
2
0
7
0
6
2
2
4
1
2
0
2

0
0
0
0
1
0
1
0
0
0
0
1
0
0
0
4
0
0
1
1
0
5
0
0
1
0
0
0
2
0
1

51

KURKURE
Likes: 3233520
Language Of
Post

PTAT: 16087

Comments

Likes

ER: 0.497%

Shares

Top Comments' Language

Hindi

English
Hinglish
English
English
Hinglish
Hinglish
Hinglish
English
Hinglish
English
Hinglish
Hinglish
Hinglish
Hinglish
Hinglish
Hinglish
Hinglish
Hinglish
Hinglish
Hinglish
Hinglish
Hinglish
Hinglish
Hinglish
Hinglish
Hinglish
Hinglish
Hinglish
Hinglish
Hinglish
Hinglish
Hinglish
Hinglish
Hinglish

31
8
103
15
7
15
51
13
13
140
128
891
1041
410
15
985
517
224
604
1172
1
31
1426
109
195
3
21
327
326
124
27
15
14
76

1155
437
596
1083
553
780
639
550
742
415
242
401
389
546
583
513
254
220
248
746
93
188
713
227
257
261
842
238
176
189
150
504
322
146

279
45
2
39
13
24
14
3
11
11
2
3
13
3
18
28
3
1
11
21
2
0
30
0
3
0
48
1
2
1
0
15
1
1

3
0
2
1
1
1
4
1
0
1
5
0
0
7
1
3
0
1
0
0
0
2
2
3
4
0
8
0
0
0
1
2
3
0

English Hinglish
14
6
2
4
3
4
9
3
1
2
6
3
1
5
5
6
5
3
2
3
2
7
6
8
5
10
0
4
5
10
1
2
1
2
2
4
4
3
2
2
0
1
5
6
2
10
4
8
5
2
1
2
4
6
2
0
2
4
1
0
2
4
6
1
4
5
4
0
52

Hinglish
Hinglish
Hinglish
Hinglish
Hinglish
Hinglish
Hinglish
Hinglish
Hinglish
Hinglish
Hinglish
Hinglish
Hinglish
Hinglish
Hinglish
Hinglish
Hinglish
Hinglish

73
18
112
4
32
19
36
13
4
18
293
123
154
3
205
14
45
153

171
672
523
102
114
517
525
567
681
50
182
140
84
438
504
443
70
523

3
25
2
1
1
1
2
17
14
0
12
2
1
4
4
2
0
18

0
1
4
3
2
1
5
4
0
1
8
1
0
2
0
0
0
2

2
1
2
0
6
1
0
3
4
5
7
3
2
0
1
0
2
0

0
5
2
1
5
5
4
0
0
0
2
0
0
0
1
1
3
0

53

Lays' India
Likes: 3773153
Language Of
Post
English
Hinglish
English
Hinglish
English
English
English
English
English
English
English
English
English
English
English
English
English
English
English
English
English
English
English
English
English
English
English
English
English
English
English
English
English
English

PTAT: 29316

Comments

Likes

ER: 0.78%

Shares

Top Comments' Language

Hindi

10
14
32
8
40
6
1
1
60
1
49
5
1
3
8
194
3
1
6
6
5
2
10
4
8
8
1
2
14
15
11
5
26
6

692
374
322
272
790
329
48
176
2297
196
1693
312
55
266
389
7706
62
196
264
196
119
169
254
183
340
140
216
80
557
333
407
449
508
96

32
3
3
23
20
12
0
0
203
1
0
2
3
1
3
827
0
1
1
2
16
1
3
2
2
6
2
0
17
13
12
4
11
4

English Hinglish
1
3
2
1
0
1
0
0
3
1
2
1
0
0
0
6
0
0
1
0
0
1
1
0
0
0
0
0
0
1
1
0
1
0

2
2
5
2
2
3
1
1
7
0
5
0
1
1
7
10
3
1
3
5
5
1
4
3
5
2
1
1
6
8
4
1
8
4

0
5
3
1
0
2
0
0
12
0
1
1
0
1
1
4
0
0
0
1
0
0
0
0
2
0
0
1
1
2
2
3
3
0
54

English
English
English
English
Hinglish
English
English
English
English

4
10
32
9
2
1
9
29
18

134
112
423
362
37
40
294
966
541

1
13
15
5
0
1
2
30
15

2
0
1
0
0
0
0
0
0

1
3
1
2
2
1
2
2
1

0
0
0
0
0
0
0
0
1

55

Appendix 5
Facebook Page- Posts Glimpse

56

AMUL

57

Kurkure

58

NESTLE

59

Lays India

60

61