Brands
As Rasoda meme trends on social media, brands jump in to leverage the heat
NEW DELHI- For the past few days, Rupal Patel Datta aka Kokilaben from a TV serial Saath Nibhana Saathiya has been trending on social media. The show might have ended in 2017 but scenes from the show have kept the humour alive. It also features other actresses Rucha Hasabnis aka Rashi and Giaa Manek aka Gopi Bahu.
It started when a Youtuber Yashraj Mukhate posted a hilarious music video which included the dialogues of Rashi Ben Cooker and Rashode Me Kaun Tha! In the scene, Kokilaben is seen scolding her daughters-in-law Gopi bahu and Rashi for putting an empty cooker on the gas.
“My sister-in-law sent me a message about it. Later my co-actor, Rhea Sharma sent me the rap. My immediate reaction was surprise and shock. I was perplexed about how Yashraj got this clip since I never sang on the show. Later, I realised that it’s a rap and he has used my dialogues for it. I liked it so much that I asked a few friends for his number. I spoke to him and expressed my gratitude,” Rupal said.
“Only prominent characters or personalities become the subject of memes or caricatures, and I am proud that Kokilaben is one of them,” she added.
The video instantly became viral and started dominating twitter trends in India. It received more than six million views.
Participating in a meme trend helps a brand add a dimension of fun to its social media presence and strategy.
The whole scenario triggered a meme fest online which led brands to join the bandwagon. Even Mamata Banerjee and Jaipur Police also tweeted about it.
Zomato is known for its quirky posts which grabbed the attention as usual and posted on social media platforms saying; It’s better to order food online, instead of putting empty cooker on stove. Mc Donald’s also tweeted a post which mentioned, McDonald’s k kitchen Mein Fries Hai.
khali cooker gas par chadhane se acha hai order hi kar lo
— Zomato (@ZomatoIN) August 23, 2020
Even brands like Dunzo, Twitter, Netflix, Hotsar, Parle-G, Manforce India picked up the trend and posted hilarious creative posts on the same.
Drive thru tha?
Take out tha?
McDelivery thi?
Dine-in tha?
.
.
.
Four ways to give a break to your Rasoda.— McDonald's Ke Rasode Mein Fries Hai (@mcdonaldsindia) August 25, 2020
Ben under pressure? Channa-l your energy to one app, and get it all Dun. #Rashi #Kokilaben #KhaliCooker #RasodeMeinKaunTha #Rasode pic.twitter.com/eqWmqyuaQZ
— Dunzo (@DunzoIt) August 24, 2020
#Kokilaben needs her own detective show. @StarPlus
— Disney+ Hotstar (@DisneyPlusHS) August 25, 2020
What a pressure cooker situation. pic.twitter.com/ZqwCSqG06q
— Netflix India (@NetflixIndia) August 24, 2020
Parle-G rasode mein tha. Par rasode mein kaun tha? Mai thi? Tum thi? Mai thi? Tum thi? Kaun tha? – Tell us in the comments!#ParleG #Cooker #Rashi #Kokilaben #Biscuit #Parle #Topical #Trending #SocialSamosa #MadOverMarketing #Kokilaben #TopicalSpot #MomentMarketing pic.twitter.com/WnFiVBJozR
— Parle-G (@officialparleg) August 24, 2020
Brands
KITKAT India teams up with One Piece for anime-led campaign push
On-pack characters and digital film tap into India’s fast-growing anime wave
MUMBAI: KITKAT India has joined forces with the globally popular anime One Piece, rolling out a new campaign that brings fan-favourite characters onto its packaging in a bid to connect with India’s rapidly expanding anime audience.
The collaboration sees iconic characters from the series featured on KITKAT packs, adding a playful twist to the brand’s long-standing “take a break” proposition. By blending pop culture with confectionery, the campaign aims to make everyday breaks feel a little more adventurous.
The launch is anchored by a digital-first film released across YouTube and Meta platforms, supported by a broader push spanning outdoor media and interactive social content. The multi-platform rollout reflects a clear attempt to meet younger audiences where they already spend their time.
Nestlé India head confectionery business Gopichandar Jagatheesan said, “Anime is a rapidly growing genre in India, and we are excited to collaborate with one of the most popular shows, One Piece. Having championed breaks for decades, KITKAT now takes them to the next level, making every break more epic with the world of One Piece.”
The move comes at a time when anime is shifting from niche interest to mainstream entertainment in India, with brands increasingly tapping into its cultural currency to stay relevant with younger consumers.
By pairing a globally loved anime with an equally recognisable chocolate brand, KITKAT’s latest outing signals a simple idea with strong appeal. In a crowded market, even a small break can turn into a big moment when it comes with a side of fandom.
