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The archive / 2010s
Back to the 2010s.
Revisit crazes with a documented chapter in the 2010s, from the things people tried to the habits and references they carried with them.
10 stories to explore2010s
Showing 1–10 of 10
Collectibles · 2017
Fidget spinners: can you do it on one finger?
In 2017, fidget spinners reached Indian traffic junctions, toy shops and school-gate checks. A simple spinning toy acquired tricks, arguments and a grander sales pitch.
Meme moments · May 2019
JCB Ki Khudai: there goes the afternoon.
In May 2019, watching a JCB dig became a meme. The jokes involved enormous crowds, abandoned plans and a surprisingly hard-to-pin-down beginning.
Internet rituals · Late 2016
The Mannequin Challenge: don’t move, the camera’s coming.
Late in 2016, groups froze while a camera toured the scene. Indian versions included Be YouNick’s demonetisation take and Priyanka Chopra’s team holding still.
Apps · 2017–2018
Sarahah: one link, far too many suspects.
In 2017, Sarahah links and turquoise screenshots filled social feeds. Anonymous compliments invited guessing games; abusive messages showed the cost of a missing name.
Internet rituals · 2016
Bottle flipping: it only has to land once.
Mike Senatore’s 2016 talent-show landing gave an ordinary bottle a crowd-pleasing moment. Indian attempts followed, and his own story went beyond the clip.
Apps · 2015 Indian wave · app closed 2022
Dubsmash: your face, somebody else’s dialogue.
In 2015, Dubsmash gave a familiar film dialogue a new face. Sonakshi Sinha joined in, Instagram carried the clips, and getting the timing right took practice.
Apps · July 2019
FaceApp: suddenly, looking older was the idea.
In July 2019, FaceApp made older selfies worth sharing. Indian celebrity posts helped the joke along, while questions about uploaded photographs followed close behind.
Internet rituals · 2014
The Ice Bucket Challenge: who nominated you?
The 2014 Ice Bucket Challenge travelled through nominations, including Indian celebrity friendships. Behind the familiar splash was an ALS awareness and fundraising campaign.
Apps · 2017–2018
Musical.ly: this is taking more than fifteen seconds.
Indian Musical.ly creators were rehearsing, building audiences and earning from promotions in 2018. Then an app update moved their work under the TikTok name.
Apps · 2016
Pokémon GO: there was a reason for the detour.
Pokémon GO put imaginary creatures on familiar routes in 2016. India’s official December launch followed the global July release, with a Jio partnership of its own.