ZEE5 Taps Into Italian Brainrot Trend With Bollywood Scenes
Streaming platform joins viral social media trend.
Glendon Moss is a marketer and storyteller with over a decade of experience in digital campaigns, content strategy, writing and performance marketing. Currently heading video content at Incnut Digital, he’s driven brand engagement and revenue for leading D2C brands with campaigns that have earned both commercial impact and international acclaim.
Read full bio of Glendon Moss
Image: Instagram
ZEE5, one of India’s leading streaming platforms, has embraced the viral social media phenomenon known as the ‘brainrot’ trend with their latest Instagram post. The platform is calling fans to ‘Brainrotpaglus assemble’ as they showcase a compilation of iconic scenes from beloved Bollywood films.
What Is The ‘brainrot’ Trend?
For those unfamiliar with the term, ‘brainrot’ has become a popular social media trend that originated in Italy. The trend involves creating quick-cut compilations of memorable or impactful scenes from movies or TV shows, typically set to music. These compilations are designed to trigger nostalgia or emotional responses in viewers who recognize the iconic moments. ZEE5’s adoption of this trend demonstrates the platform’s awareness of current social media movements and its effort to connect with younger audiences by packaging its content library in trending formats.
Streaming Platform’s Content Strategy
This isn’t the first time ZEE5 has leveraged social media trends to highlight its extensive content library. The platform has been actively promoting both new releases and classic films through creative social campaigns. In recent posts, ZEE5 has showcased its impressive collection of classic Bollywood films, encouraging viewers to ‘rewind, replay and relive your childhood with these timeless Bollywood classics.’ Their nostalgic collection includes iconic films like Deewar, Coolie, Karan Arjun, Maine Pyar Kiya, Mr. India, Hum Saath Saath, Hum Aapke Hain Koun, and Gadar.
One particular post featured the legendary Amitabh Bachchan, with the caption ‘Rishte mein toh yeh sabke baap lagte hai’ – a famous dialogue from the classic film Deewar, which is available on the platform alongside other Bachchan staples.
Recent Original Content Push
While celebrating classic films, ZEE5 has simultaneously been promoting its original content. Recent releases highlighted on their Instagram include:
– ‘Logout,’ a new series starring Babil Khan (son of late actor Irrfan Khan) and Rasika Dugal
– ‘Costao,’ premiering May 1st, featuring Nawazuddin Siddiqui
– ‘Ayyana Mane,’ a Kannada web series described as a mystery that “doesn’t lead to danger”
– ‘Murshid,’ starring Kay Kay Menon
– ‘Sam Bahadur,’ featuring Vicky Kaushal in a military thriller
Expanding Regional Content
ZEE5 has been actively expanding its regional content offerings. Launched in February 2018 as a replacement for the company’s previous OTT platforms, ZEE5 now offers content in 12 languages including Hindi, Bengali, Malayalam, Tamil, Telugu, Kannada, Marathi, Gujarati, Oriya, Bhojpuri, Punjabi and English.
The platform’s ‘brainrot’ compilation post represents a strategic marketing approach that blends nostalgia for classic Bollywood with contemporary social media trends. By tagging the post with ‘#GolmaalReturns #MrBlackMrWhite #RakshaBandhan #Tamasha #Policegiri #Cocktail #Pardes #ZEE5India’ and trend indicators like ‘[Brainrot Trend, Italian Trend, Movies, Actors, Trending],’ the platform is clearly aiming to maximize discoverability among users searching for both classic films and trending content formats.
For Bollywood enthusiasts looking to experience both the classics and new originals, ZEE5’s content library continues to expand across genres and languages, cementing its position as a major player in India’s competitive streaming market.
Trivia
Read full bio of Glendon Moss
