The start of the new year was not only marked by a new upsurge in Covid cases but also by the vaccination of children and reminders for those already vaccinated. Along with that, there has been a lot of talk in the celebrity world with Daler Mehndi taking the metaverse and Jai Bhim being part of the Oscar shortlists. All this and more hitting the internet in January 2022, in Starcom’s Monthly Culture Roundup:
Kabaddi has seen an increase in conversations
While the top trending sports in January 2022 were the IPL and the T20 World Cup, football, tennis and wrestling were the subject of much conversation on Google and Twitter. Kabbadi also had a massive uptick in conversations throughout the month. Increased interest in cricket came from ODIs (Ind vs SA, Ind vs WI, NZ vs Bangladesh), in Kabaddi from the Pro Kabaddi League, and in tennis conversations were led by the India Open and the ‘Australian Open. Cricket led the conversations on social media with top stories about Virat Kohli stepping down as Test captain.
Apart from that Sania Mirza announcing her retirement, Novak Djokovic being denied entry to Australia, Rafael Nadal winning the 21st Grand Slam at the Australian Open and Messi testing positive for Covid were key conversation starters in the sport.
From Caochella to Metavers
In pop culture and entertainment, content like Pushpa- The Rise, Ye Kaali Kaali Ankhien, Campus Diaries, etc. made a lot of noise. Jai Bhim and Marakkar are shortlisted for Best Feature at the 2022 Oscars, and Daler Mehndi’s metaverse content was among the most popular topics.
The Coachella 2022 lineup was also announced in January, gaining a lot of traction. Birthdays of celebrities like Ratan Tata & Deepika Padukone, Death of Pt. Birju Maharaj, Wedding of Mouni Roy, Machine Gun Kelly’s proposal to Megan Fox’s video and Priyanka Chopra’s baby announcement have been very popular. Squid Game’s Hoyeon Jung has become the first East Asian woman to feature solo on a Vogue cover, sparking a lot of conversations on the internet. Tejasswi Prakash winning Bigg Boss 15 was also a major talking point.
Music, reels and more!
There were also a lot of interesting and exciting events in the Others category. Sundar Pichai and Satya Nadella were among the Padma Bhushan winners this year. Blackberry has officially ended support for its iconic device. Telegram was down and netizens went to town with memes. The world has been invaded by Wordle fever. TATA has officially taken over Air India and become the title sponsor of IPL 2022.
In music, the Telugu track “Oo Antava OoOo Antava” from the hit movie Pushpa soared up the charts and became a favorite not only regionally but nationwide. The song currently has over 814,000 reels on Instagram and is still trending!
Other trending reels include the 2021 recap of Los Angeles, a rendition of a love story by BethMayMcCarthy, OK Jaanu x Heat Waves by djmattzmusic, among others.
Brands and campaigns
Popular brand campaigns included HealthifyMe’s campaign starring Sara Ali Khan, focusing on why people want to lose weight, Hero’s Ladki Chala Rahi Hai campaign starring Alia Bhatt to break stereotypes against women drivers, Oyo’s Kalki Kal Dekhenge campaign featuring actress Kalki to emphasize flexibility changes the option, #NetflixForAll – the new Netflix campaign to bring in more subscribers to the platform emphasizing the variety of content on the platform.
Other popular campaigns include- #GetSetBOOM- In a first, Bira 91 and boAt are collaborating to bring you the OG House Party Essentials with a collection of headphones and speakers that match the bold, playful beer in your hand. The campaign launched with a video and limited edition merchandise, Alia Bhatt features Lay’s #TheThinPossibleChip in a new advertising campaign where she encouraged fans to try fun and quirky magic tricks using the company’s new line of chips. Brand.
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