Mumbai: The Red Lab, the research think tank of advertising agency Rediffusion, has released its much-anticipated annual pop culture report, “Vibes: The Ultimate Gen-Z Rundown 2024.” This year’s edition is a no-filter, high-energy exploration of the internet’s most iconic trends, viral catchphrases, and meme-fueled marketing strategies that have reshaped digital culture.
From “Looking like a wow” taking over beauty campaigns to Moye Moye becoming a universal reaction meme, the report unpacks how internet humor, music, and influencer moments are now setting the tone for mainstream brand engagement.
“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.”
Designed to feel as fast and engaging as a For You Page scroll at 2 AM, the report covers:
🔹 Brat Summer & The Rise of the ‘Main Character’ Aesthetic – Charli XCX’s Brat album didn’t just drop music; it defined an attitude—loud, rebellious, and unapologetically extra.
🔹 The Compliment Heard Across India – “Looking Like a Wow” – From bridal outfits to plated biryanis, everything became a “wow” moment, with brands like Nykaa, Sephora, and Swiggy jumping on the trend.
🔹 Moye Moye – When the Internet Rewrites Language – A misheard lyric turned into a global reaction meme, proving once again that social media doesn’t care about grammar, only about relatable chaos.
🔹 Drake vs. Kendrick – The Meme-ification of Rap Feuds – The internet doesn’t just listen to diss tracks anymore; it remixes them into viral sounds (MUSTAAAARRRRRDDDDD!).
🔹 Brands as Meme Lords – From Swiggy’s Twitter banter to Delhi Police using memes for road safety, companies now compete to be the funniest on the timeline.
“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”, Dr. Sandeep Goyal, Chairman, Rediffusion. “The VIBES report on Pop Culture will hopefully become an annual feature”.
