{"id":3113,"date":"2016-04-03T11:38:43","date_gmt":"2016-04-03T06:08:43","guid":{"rendered":"http:\/\/13.201.39.237\/?p=3113"},"modified":"2016-04-03T11:38:43","modified_gmt":"2016-04-03T06:08:43","slug":"kiki-challenge-dhokha-in-my-feelings","status":"publish","type":"post","link":"https:\/\/www.arre.co.in\/?p=3113","title":{"rendered":"#InMyFeelings, Kiki Challenge Ek Dhokha Hai. Here\u2019s Why"},"content":{"rendered":"\n

A<\/span><\/p><\/div>

t the peak of <\/span>the Mannequin Challenge<\/span><\/a>\u2019s 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 \u2013 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. \u00a0\u00a0\u00a0<\/span>\n\nBut as with all things internet and economics, the ubiquity of the Mannequin Challenge also led to its end. Of course, we\u2019d all learn later that the Mannequin Challenge was just a viral marketing gimmick to promote Rae Sremmurd\u2019s song \u201c<\/span>Black Beatles<\/span><\/a>\u201d. Just the way the Kiki Challenge has been a marketing gimmick to promote <\/span>Drake\u2019s \u201cIn My Feelings\u201d<\/span><\/a>. <\/span>\n\nUnless you\u2019ve been living under a rock (which in 2018, seems like a better option with each passing day), the Kiki Challenge is a dance challenge popularised by comedian Shiggy\u2019s Instagram feed and involves walking next to a slow-moving vehicle while popping and locking to the song. The challenge has caught on and folks all over the world have been hopping on to the bandwagon. So popular has it become that there are advisories from authorities across the world, asking people to be a bit more responsible and not disrupt traffic and hurt themselves in the process \u2013 although, to be honest, I think we should not interfere and just allow natural selection to do its work. <\/span>\n\nStill, the Kiki Challenge is important for what it tells us about us and the world we now occupy. It\u2019s become a prime example of the success you can achieve by combining marketing ingenuity with our innate need for validation from social media. Something that brands and industries have made a habit of in recent years. <\/span>\n\nOver the years, we\u2019ve witnessed a shift from delightfully absurd viral content to cringeworthy antics in a bloodlust for views. It started off harmlessly enough with the Harlem Shake and took a philanthropic turn with the ALS Ice Bucket Challenge. Although the latter did make more than a $100 million for ALS research, the <\/span>New Yorker deduced<\/span><\/a> it as, \u201cfaddishness undermining charity\u201d.<\/span>\n\nAt home, once Bollywood caught wind of social media challenges, we were subjected to cringe-fests like the Beat-Pe-Booty Challenge to promote Tiger Shroff\u2019s equally cringey <\/span>Flying Jatt<\/span><\/i>. And downright slacktivist in the form of <\/span>the Padman Challenge<\/span><\/a>, another desperate attempt in Akshay Kumar\u2019s transformation from \u201cGives the D\u201d to <\/span>\u201cGives the Deshbhakti\u201d<\/span><\/a>. Only a step behind their Bollywood counterparts, even our enterprising politicians exploited the power of social media with the recent <\/span>#FitnessChallenge<\/span><\/a>. I will never quite get over <\/span>Modi Ji\u2019s stretches<\/span><\/a> and <\/span>Manoj Tiwari\u2019s push-ups<\/span><\/a>. <\/span>\n\nAnd now here we are, urban and rural Indians alike, taking to the Kiki Challenge faster than <\/span>Ganesh Gaitonde<\/span><\/a> took to Cuckoo.<\/span>\n

A couple of good-natured farmers getting their 15 seconds of fame is probably the only good that\u2019s come from the Kiki Challenge.<\/p><\/blockquote> \nDon\u2019t get me wrong, I am grateful for the heartwarming results of Kiki Challenge, like that of the <\/span>lovable rice farmers from Telangana<\/span><\/a> which was picked up by the New York Times. But a couple of good-natured farmers getting their 15 seconds of fame is probably the only good that\u2019s come from the Kiki Challenge. <\/span>\n\nMost other attempts at the Kiki Challenge have unsurprisingly been high on the nuisance quotient. Like the <\/span>numerous accidents<\/span><\/a> caused by those pretending to emulate <\/span>Will Smith<\/span><\/a>\u2019s daredevil antics atop a bridge in <\/span>Budapest<\/span><\/a>. Or the shenanigans on display by this <\/span>Mumbai local delinquent<\/span><\/a>, currently at large.<\/span>\n\nThere\u2019s no denying that the recent development of social networking platforms has magnified the speed at which new ideas can spread in the world. <\/span>In fact, humankind\u2019s relationship with the internet has now become more psychologically connected than ever, <\/span>according to Damon Centola<\/span><\/a>, associate professor of communication at the University of Pennsylvania and author of the book <\/span>How Behavior Spreads<\/span><\/i>. \u201cWhile online, our emotional excitement is triggered if we see lots of commenting activity around a post, which creates more excitement for others, and encourages them to participate,\u201d he says.<\/span>\n\nMakes sense, considering in the past, we\u2019ve attempted to garner social media points for <\/span>glorified publicity stunts<\/span><\/a> like gathering to shout \u201cPyaar Ek Dhoka Hai\u201d and \u201c<\/span>Bol Na Aunty Au Kya<\/span><\/a>\u201d. And now we find our Facebook timelines rife with event pages that aim to hold gatherings for those willing to \u201cShout Kiki Do You Love Me\u201d at <\/span>Bandra Bandstand<\/span><\/a> or <\/span>Connaught Place<\/span><\/a>. If nothing else, the gusto with which we\u2019ve adopted the Kiki challenge is a harsh reminder that Virat Kohli\u2019s consistency and millennial vellapanti can never be written off.<\/span>\n","protected":false},"excerpt":{"rendered":"

Oh, the success you can achieve by tapping into people\u2019s need to be validated on social media! This is the reason urban and rural Indians alike have taken to the Kiki Challenge faster than Ganesh Gaitonde took to Cuckoo.<\/p>\n","protected":false},"author":166,"featured_media":3114,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3452],"tags":[],"class_list":["post-3113","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-culture"],"yoast_head":"\n#InMyFeelings, Kiki Challenge Ek Dhokha Hai. Here\u2019s Why<\/title>\n<meta name=\"description\" content=\"Oh, the success you can achieve by tapping into people\u2019s need to be validated on social media! 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