About the trend.
Unless you’ve been lost in the Himalayas or you’ve been living in a cave, it is tough to believe that you haven’t come across the viral #pawrihoraihai trend. In this trend, Dananeer Mobeen also known as the #pawrigirl says, “Yeh humari car hai, yeh hum hai aur yeh humari pawri ho rahi hai.” This translates as ‘This is our car, this is us and we are partying.’ The reason behind all the netizens and the entire meme world going crazy about this video is because of the accent with which she spoke.
Origin of the trend.
A 19-year-old social media influencer, Dananeer Mobeen (Geena), was born in Islamabad, Pakistan. She creates content on a variety of subjects like beauty, fashion, make-up, and lifestyle. She posted this video on her Instagram handle, showing her and her friends partying. The “pawri ho rahi hai” video blew up only because of the cute accent with which she ‘pawri’ instead of ‘party’. Memers loved it, they found this concept hilarious and did what they always do. They converted it into a meme template and made it go viral.
Dananeer’s accent in the video has a separate fanbase and has the whole internet drooling over this trend now. Becoming famous among both kids & adults, Dananeer (the pawri girl) has become an overnight success only through this one video. With this video, she reached 438k followers within a week.
BBC Urdu interviewed Dananeer. In which, she expressed her happiness with the response. She said, "We were having fun and listening to music when I suddenly took my phone out and made the video. The rest is history. I am so happy that my light-hearted video is being enjoyed across the border. Especially at a time when there a lot of tension and polarization in the world."
How did ‘pawri ho rahi hai’ go viral?
Yashraj Mukhate is a music composer from Mumbai. He’s known for adding wholesome beats to viral dialogue videos. He has done it in the past for the #saddakuttatommy and #rasodemeinkontha trends and they turned out to be bangers of 2020. In 2021 he spiced up the #pawrihoraihai trend with his musical twist and created a huge platform for the memers. Everybody seemed to be dancing to the tunes of this trend. Because of Yahraj Mukhate’s musical twist, this trend got tremendous exposure. People came up with really creative and hilarious content using this trend. He captions his video saying “Aajse me party nahi karunga sirf pawri karunga. Kyuki party karneme wo mazaa nahi jo pawri karneme hai.” The pawri ho rahi hai video has now crossed more than 6 million views and is still increasing even after a long time.
Celebrities' participation in “pawri ho rahi hai” fueled the trend.
Dananeer’s video with Yashraj Mukhate’s twist has even allured big celebrities and companies into engaging with their content. Not just celebs, but brands, politicians, the Indian army, banks but everyone on the internet are in the ‘pawri mood’. Moreover, this has now become a record-breaking meme. Celebrities like Deepika Padukone and Shahid Kapoor have also hopped on to this trend.
Not just them but many more celebs and even companies like Zomato and Domino’s created content using this trend.
Here’s a short list of other celebs who also engaged with the “pawri ho rahi” hai trend:
- Ranveer Singh
- Randeep Hooda
- Remo D’Souza
- Sunil Grover
- Vijay Varma
- Mahira Khan
- Shivangi Joshi
- Abhinav Shukla
- Niti Taylor
People seem to be loving this trend. How about you? What do you think about this trend?
This blog is created by Learneca students: Ritisha Vadalia, Shivansh Gupta & Aditya Khandelwal as a part of Learneca Campaign Immersion capstone project. Entries to the Learneca Masterclass are free but by selection only. To know more about Learneca digital marketing masterclass, you can go to www.learneca.com.