#InMyFeelings, Kiki Challenge Ek Dhokha Hai. Here’s Why

Culture

#InMyFeelings, Kiki Challenge Ek Dhokha Hai. Here’s Why

Illustration: Akshita Monga

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t the peak of the Mannequin Challenge’s popularity, I recall witnessing my younger cousins standing statue-like, each with a deadpan expression on their faces as a camera hovered around them. There they were, standing still and going nowhere, much like my love life – a breathing testament to the stalling of human evolution. The Mannequin Challenge showed up in the unlikeliest places: In end-of-the-year workplace videos where the employees looked like their families had been threatened by HR thugs, in pre- and post-wedding choreographed set pieces, and even in a promotional MMS my colleague received from her local salon. I shudder to think what beauty treatment they were advertising.    

But as with all things internet and economics, the ubiquity of the Mannequin Challenge also led to its end. Of course, we’d all learn later that the Mannequin Challenge was just a viral marketing gimmick to promote Rae Sremmurd’s song “Black Beatles”. Just the way the Kiki Challenge has been a marketing gimmick to promote Drake’s “In My Feelings”.

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