Asoka: Understand what trend went viral this week

In recent days we've been surprised by a new trend that has gone viral on social media. It's called the "Asoka Challenge". The trend began to spread here in Brazil, through the digital influencer Camila Pudim, the Brazilian already has more than 200 million views.

Trend Asoka Make-up

The trend began to be disseminated through digital influencer Jharna Bhagwani, who won the TikTok Global TOP 1. Being characterized by videos containing make-up tutorials and traditional Indian dances, the trend ended up becoming a cultural expression of the country, breaking the bubble of the beauty niche alone. As such, the wave promises to continue spreading across the web, taking Indian make-up to another level on the world stage.

The original video with the make-up (the first to be published with the audio replicated millions of times) is by a content creator called Sita Suwarnadwipa. On the page of the original sound, of the song "Putra Jaya" by Wanita Yang Suka Dandan, there are more than 338,000 posts, which is the number of people who have joined the trend.

To the sound of the Indian song "San Sanana" by singer Alka Yagnik and inspired by the film "Asoka" (2001), a historical drama from India, influencers from all over the world have entered the challenge that proposes a typical South Asian make-up while dubbing and performing a series of movements in front of the cameras.

Significant Numbers

The triumphant return of the so-called "challenges" that broke out during the coronavirus pandemic in 2020. However, a closer look at the numbers of views and likes leaves us perplexed. Makeup challenges became very popular in 2020, and with everything closed, people started using social networks like TikTok more often

Digital influencer Camila Pudim, who became known for her make-up videos using music and movements, was the forerunner of the trend here in Brazil. In just a few hours, your video with the song already had millions of views. Today the video has over 200 million views and over 22 million likes.

In less than 24 hours, another Brazilian also achieved exorbitant numbers. Renata Santti's video already has 30 million views and 5 million likes. Five days after her first trend post, she published a second video, which was an absolute success. With more than 315 million views and 28 million likes, the Brazilian surpassed Indonesian influencer Jharna Bhagwani in terms of numbers and became the "owner of the trend", according to her followers.

The composition of the video is laborious, with step-by-step make-up, recording of takes and dubbing of the song. As well as make-up professionals like Camila, humor content creators also got in on the fun.

From Asia to the World

The trend has gained so much repercussion in Brazil that creators who haven't even characterized themselves are producing related content, such as just the choreography, for example. This is the case of influencer Zu Leal, who reproduced only the dance steps, with more than 2 million views.

The fact that the song is in a completely different language to Portuguese was no obstacle to the trend going viral here in Brazil. It only takes a few minutes of watching the content to find yourself memorizing parts of the song. The rhythm and "bubblegum" lyrics combined with the performance of the content creators explain part of the success of the challenge. To watch more videos on the trend, just type "asoka make-up" into the search tab of your favorite social network.

The cultural impact of marketing has been identified in several areas, one of which is cinema. The most recent example was in "Barbieheimer", films that were box office leaders and had a significant impact through marketing.

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