The Red Lab, the research think tank of advertising agency Rediffusion, has dropped its pop culture report, Vibes: The Ultimate Gen-Z Rundown 2024 – a no-holds-barred exploration of the memes, moments, and madness that shaped digital conversations over the past year.
From “Looking like a wow” taking over beauty ads to “BBL Drizzy” remixing one of the biggest rap feuds into meme gold, the report dissects how the internet’s favourite inside jokes have seeped into mainstream culture, turning influencers into icons and viral moments into marketing blueprints.
“The internet isn’t just where trends live—it’s where they’re born, fight for survival, and, if lucky, make it into everyday language,” said Maninder Adityaraj Singh, Editor of the report.
“Brands are no longer just advertisers; they’re now fluent in meme-speak, slipping into our digital conversations with references sharper than a ‘Hoye Hoye’ hook,” he added.
What’s Inside the Report?
- Brat Summer Took Over: Charli XCX didn’t just give us an album; she handed Gen-Z a whole new personality. With its unapologetic, rebellious energy, Brat is now a lifestyle—think flashy streetwear, ‘main character’ attitude, and captions that scream, “Yes, I’m extra, deal with it.”
- “Just Looking Like a Wow”: The Compliment Heard Across India – A boutique-owner’s viral moment turned into the phrase of the year. Whether it’s your best friend’s wedding lehenga or your dog in a tiny sweater, everything is now just looking like a wow. Brands like Nykaa, Sephora, and even food delivery apps jumped on the trend—because let’s be real, even a well-plated biryani can ‘look like a wow.’
- Shalini Passi: The Banksy of Bollywood Boujee – Move over, reality TV stars; Fabulous Lives of Bollywood Wives gave us the true MVP—Shalini Passi, an art connoisseur with one-liners sharper than her couture wardrobe. From her now-iconic “I don’t hold grudges because it affects my skin” to setting social media on fire with her high-society glam, she became a pop culture phenomenon overnight.
- Moye Moye: The Meme That Defied Grammar – A case study in how the internet does not care about linguistic accuracy. A misheard lyric turned into a global reaction meme, perfect for everything from heartbreak to football misses.
- Dating in the Age of Digital Chaos: Breadcrumbing, ghosting, throning. This year, dating apps didn’t just match people; they became full-blown anthropological case studies.
- Brands Are Now Meme Lords: The report says that now Swiggy’s Twitter admin is funnier than most stand-up comedians, and Delhi Police is using viral memes for road safety PSAs.
- Gaja Gamini 2.0: The Walk that launched a thousand reels – Aditi Rao Hydari’s Heeramandi walk wasn’t just elegant—it was hypnotic. In an era of instant trends, this strut became a symbol of timeless beauty, femininity, and meme-worthy
- Drake vs. Kendrick, Now With Extra Mustard – Kendrick Lamar’s diss track didn’t just break the internet; it seasoned it. The now-infamous MUSTAAAARRRRRDDDDD! ad-lib took over social media, proving once again that no feud is truly complete until the memes take over.
“Popular culture is simply culture that is widely favored or well-liked by many people: it has no negative connotations. Popular culture is whatever is left after you’ve identified what “high culture” is,” said Dr Sandeep Goyal, Chairman, Rediffusion. “The VIBES report on Pop Culture will hopefully become an annual feature”.
