Every week, culture hands us a fresh carousel of moments – some that dazzle, some that divide, and others that quietly reshape the narrative. In this edition of Trend Spotting, Adgully takes a deep dive into the stories that caught fire on timelines, sparked public debate, and pushed brands to lean deeper into emotion, identity, and innovation. Kantara Chapter 1: A Mythic Return with Real-World Buzz Cinema once again proved its unmatched pull as Rishab Shetty’s ‘Kantara Chapter 1’ stormed into theatres on October 2. Touted as the prequel to the 2022 breakout hit, the film delivers a heady blend of folklore, divinity, and visual storytelling rooted deeply in native traditions. The anticipation wasn’t just local – the first instalment had achieved cult status even outside Kannada-speaking regions. With Chapter 1 now receiving widespread acclaim, Shetty’s auteur status in Indian cinema is solidified. The trailer alone was enough to set social media ablaze, and the film’s early success hints at a growing appetite for regional stories with universal soul. Ekta Kapoor Surprises with Her First Ad — and It’s Not for a Soap OperaWhen Ekta Kapoor, the queen of Indian TV melodrama, enters a space, she rarely goes unnoticed. This week, she took a left turn from her usual territory and starred in her first-ever commercial – a collaboration with home-salon startup Yes Madam. While unexpected, the move makes strategic sense. Kapoor’s presence lends the startup not just instant recall but a credibility boost rooted in her trusted onscreen image. The campaign rides on her storytelling aura, reframed for the modern woman’s lifestyle. The internet, naturally, had thoughts – most of them applauding her crossover into brandland. ‘Bigg Boss Kannada’ Kicks Off with a Twist — and a Trending EvictionLove it or loathe it, ‘Bigg Boss’ remains reality TV’s biggest spectacle. The Kannada edition wasted no time diving into drama with a shock early eviction – actress Rakshita – which sent fans into a frenzy. What’s notable is that the show's buzz spilled beyond regional borders, trending nationally and proving that format + emotion + controversy still equals viral gold. Twitter/X lit up with theories, memes, and fan wars – a sign that the show is still a cultural tentpole, especially in India’s second-screen economy. Vivo V60e Taps Into Festive Feels with Culture-First Influencer Play While smartphone launches often get lost in a sea of spec sheets, Vivo V60e took a refreshing route – embedding its campaign into India’s festive pulse. Through influencer collaborations capturing the vibrancy of Durga Puja and Garba nights, the brand went for resonance over hard-sell. By aligning the product with cultural rituals and visual storytelling, Vivo smartly positioned itself not just as a device, but as a companion for celebration. The approach reflects a rising trend in tech marketing – emotional relevance over product push.Spykar’s ‘Genes’ Play: Inspired or Imitated?Denim brand Spykar made waves this week with a two-pronged creative approach – first, launching its “It’s in Our Jeans/ Genes” podcast, and second, a bold youth-driven campaign, “Daur Apna Hai”, featuring hip-hop artists like Wicked Sunny and The Vixens Crew. While fans loved the energy, critics pointed to similarities with global ads like American Eagle’s Sydney Sweeney campaign and Gap’s Katseye spot. Still, Spykar’s desi twist and unapologetic millennial/Gen Z tone helped it hold ground. Whether it’s homage or a creative remix, the brand got people talking—and that’s half the battle won. ‘Tere Ishq Mein’ Sparks a ‘Raanjhanaa’ RenaissanceThe trailer for ‘Tere Ishq Mein’ dropped this week, and immediately, the internet drew emotional parallels to 2013’s ‘Raanjhanaa’. The visual and thematic cues – unrequited love, fervent devotion, and emotional turmoil – struck a nostalgic chord. Whether intentional or incidental, the comparisons have fueled anticipation. Bollywood, after all, thrives on emotional archetypes. In a sea of massy entertainers, this film’s heart-on-sleeve tone has cinephiles ready for a tear-stained trip down memory lane. The Takeaway: Culture Is the Currency – And Storytelling Still Reigns SupremeFrom mythology-fuelled blockbusters and ad-world curveballs to digital-first campaigns grounded in cultural rituals, this week has shown that India’s entertainment and marketing ecosystems run on emotional electricity. What’s resonating isn’t just what’s trending – it’s what’s meaningful, what’s personal, and what feels rooted. Whether it’s a denim brand channeling heritage, a tech brand syncing with the festive rhythm, or an ad queen becoming the face of at-home beauty, the real magic lies in storytelling that taps into identity. The message is clear: In the cluttered digital arena, what you say matters – but how you make people feel matters more.
