Yashraj Mukhate decided to make a video of a scene from Star Plus’ old show Saath Nibhana Saathiya. At that time, he was not aware that he was kicking off a storm that would lead him flying in his career and Rashi being featured in brand creatives! For those who are not aware, Saath Nibhana Saathiya is an old Star Plus show about a rich Indian patriarchal household. This show ended in 2017 but with the viral video, the makers of the show decided to make a sequel of the same!
In the particular scene chosen by Mukhate to create a lyrical meme, Kokila can be seen shouting at Gopi and Rashi about a mishap in the kitchen. She is inquiring about it, asking them to tell her who kept the cooker on the stove after removing pulses from it.
“Rasode mein kaun tha?” became the question of the day on social media with “Rashi” being the answer.
Brands have creatively used it in order to promote their product/services. Some of the creatives that has hooked us are :
He was making such videos for a really long time! He never gave up and continued making content. One day his video went viral and gave his career a boost. It might look like a one day thing but it is not. You need to be very consistent with your social media and put out your brand out there. One thing we learn from this case study is to be consistent and never give up on your brand or business!
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