On Kulfi's Radar - Issue 3

Buckle up, in a quick recap of the last few weeks- we’re diving into viral campaigns, new trends, algorithm updates and the latest from our creative playground.?

Pop Culture & Trends

• CarryMinati x MrBeast: Viral Madness??

CarryMinati’s parody of MrBeast, featuring top Indian creators like Bhuvan Bam and Ashish Chanchlani, racked up over 62 million views in 15 days! A mix of humour, challenge formats, and major star power brought massive cross-platform engagement.

• Run Clubs are the New Dating Apps??

Are we ditching swipes for strides? Run clubs are trending as the new social space, blending fitness with flirty vibes. With Puma and Bumble’s partnership, the trend is taking off in India, where sports-themed meetups are the new dating hotspots.

• Reddit’s ChatGPT Drama??

Redditors are debating the use of ChatGPT to settle arguments—sparking discussion on the tech's impact on relationships. Some call it clever; others, a communication cop-out.?

• Micro Dramas Revolution: Chinese micro-dramas are captivating viewers worldwide with short, engaging formats, challenging Hollywood by offering low-cost, high-quality entertainment ideal for bite-sized consumption.

• Spotlight Creator ?? Darshan Magdum

Darshan’s unique covers of pop hits like Coldplay’s “Hymn for the Weekend” and The Weeknd’s “Blinding Lights” are winning millions of views. Global stars like Bruno Mars and BLACKPINK’s Rosé have shared his covers, propelling him to viral fame and even a KFC UK collaboration on Instagram that received over 120K+ engagements and 2.4 million views!?

• Podcasts: Group Chat Vibes Dominate??

Casual, conversational podcasts are booming in India with hits like UNTRIGGERED with AminJaz earning over 95.2 million views on YouTube and over 3.8 million engagement on Instagram for the last 3 months! Influencers, too, are jumping on the podcasting train—like Sakshi Shivdasani and Naina Bhan with their Moment of Silence podcast that has crossed 3 million views on Instagram.

What it signals: To keep audiences engaged, podcasts should explore niche topics, unique subcultures, or fresh perspectives to avoid repetition and stay relevant.

• Gen Z’s Top Want: Real Community??

An Archrival x Tumblr State of Community study shows Zs prioritise authentic connections over clicks.

• IRL Events & Community Building: Gen Z values holistic community experiences, favouring brands that go beyond online clicks to build real human connections through live events and community integration across all brand interactions. Even platforms like Substack are introducing events where audiences can interact with their favourite creators.

• Phygital Shopping Journeys: Gen Z in India combines online and offline shopping seamlessly, beginning their research online but often completing purchases offline, indicating a blend of convenience and in-store experience.
• Musicians' Experiential Festivals: Post-COVID, artists like Adele and Karol G are crafting unique, festival-style events that deepen fan engagement and open new revenue streams, from immersive pop-ups to multi-day events.

• Sponsors in Music Events: With ticket prices and demand at an all time high, brands that sponsor concerts or festivals gain loyalty from Gen Z audiences, 49% of whom prefer brands linked to live music events. Brands can add tangible value by hosting or sponsoring live concerts and events for Gen Zs featuring artists and podcast hosts that they love, as per Spotify's sixth annual Culture Next Report

Brand Work That Grabbed ??

• Album Re-releases as a Strategy: Artists like Charli XCX and Taylor Swift are maximising album lifecycles through remixes and re-releases, making the album format a key element in year-long marketing and fan engagement.

• Dunkin’ Embraces Halloween with a Gen Z Twist:Dunkin' transformed its Spider Donut into a viral character, capturing Gen Z's attention through quirky language and Halloween-themed posts across social channels.

• Crocs Diwali Campaign’s Festive Success: Crocs' "Share the Joy" Diwali campaign with Bollywood stars Vedang Raina and Rasha Thadani hit 138 million views, resonating with a younger audience seeking style and individuality. (Humble brag, this was conceptualised and produced by Kulfi Collective!)

• Netflix’s “Moments” Campaign: Celebrating iconic scenes and characters, Netflix’s Moments campaign struck a nostalgic chord with fans, achieving 55 million views and showcasing the powerful connection fans have with unforgettable moments.

Creative Tech

• Jars AI: User-Generated Content Meets Real-Time Interaction??

Jars AI, blending gaming with content creation, lets users script episode ideas that AI characters bring to life. With $3M in funding, it’s the latest in collaborative digital entertainment.

• AI-Generated Adidas Spec Ad??

Director Blair Vermette’s speculative AI-driven Adidas ad went viral with a surreal aesthetic, showcasing how creator tools like RunwayML and Midjourney are reshaping creative marketing.

Platform Updates

• Instagram Carousel Pro-Tip??

IG’s chief recommends carousels to boost reach—this format doubles exposure, pulling more engagement each time users scroll past.

• Reels Creator Tips Stream ?

Instagram is testing a new feature that provides real-time tips to creators, helping optimise Reels for maximum engagement.

Travel Trends

• Hidden Gems, Slow Travel, and Last-Chance Tourism: The New Face of Travel Adventure?

Travel is getting a major glow-up with travellers turning their backs on crowded hotspots and embracing a more meaningful journey! Hidden gems and slow travel are trending as people seek serene, enriching experiences in places like Sardinia and Bodrum. “Last-Chance Tourism” is also gaining popularity, with travellers heading to endangered sites like the Great Barrier Reef, and travel brands are responding by offering eco-friendly lodges and unique, conservation-focused itineraries.

That’s it. That’s the drip from Kulfi Collective! Stay tuned for more culture insights, trends and moments. ??