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Priya Prakash Varrier - The story of her viral wink!

Priya Prakash Varrier was a relatively unknown girl from Kerala, who was just cast in a movie about teen romances when she first tasted social media stardom. A clip from the movie in which she winked at her heartthrob went viral overnight and how! Priya Varrier, now with her verified Instagram account had officially arrived. The famous video clip spread like wildfire in the meme world before catching the attention of famous news portals such as BBC, Afaqs, The Hindu, Yaap and of course the mighty Amul girl! Masses and celebrities alike rode this viral wave. Thus Priya Varrier became the 3rd celebrity in the world after Kylie Jenner and Cristiano Ronaldo, to amass more than 600k followers in 24 hours! Along with Deepika Padukone and Katrina Kaif, she also dethroned Sunny Leone as the most searched celebrity on Google. Here's an in depth case study on how Priya Varrier became the digital sensation she is today.

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Priya Prakash Varrier - The story of her viral wink!

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Presentation Transcript

  1. Why did Priya Varrier’s wink go viral? Understanding the economics of her social media stardom and the digital trends that emerged.

  2. Who is Priya Varrier? A formerly, relatively unknown girl, who - Is 18 years old and hails from Thrissur. • Is pursuing her B.Com from a local college. • Has been picked as a teen actor for Oru • Adaar Love, a Malayali movie. Plays one half of a couple out of 5 couples • in the yet-to-be-released movie. Uploaded a clip from a just released song • from the movie in mid Feb. Was seen doing the eyebrow dance and • winking in the clip, and generally flirting with her hero. Result? The internet went unstable. •

  3. How did it start? RVCJ Media was the first to pick up the now massively viral video clip. • RVCJ Media has more than 14 million followers on Facebook alone. • They have a regional audience because they have dedicated pages for different regions. • Hence they could manage to get hold of a targeted audience for promotions and marketing. • RVCJ Media was created in October 2010, and is an entertainment website. • Their self-styled motto is “Beware… You’ll be addicted.” - Marketing Mind. https://bit.ly/2HVDWSY

  4. What happened next? The clip went insanely viral with meme-making and relatable content creating pages, accounts and handles. Priya Varrier; • Became the third celebrity in the world to get more than 600k followers in 24 hours after Kylie Jenner and Cristiano Ronaldo. • She overtook Mark Zuckerberg with her follower count, who only has a measly 4m followers. • Apart from Deepika Padukone and Katrina Kaif, she dethroned Sunny Leone as the most searched celebrity on Google.

  5. Media stories Apart from the unknown hankering for a bite of her fame, Priya Varrier’s wink was covered by - • BBC News, NDTV, The Quint among others. • The digital phenomenon was studied by noted media houses and agencies such as The Hindu, Yaap, Marketing Mind, Afaqs, and so many more. • Amul, the daddy of all meme-makers turned her immortal with their ad and the copy, “Wink all, wink all, little star”, a beautiful play on the rhyme ‘Twinkle Twinkle’, thus referring to Priya as a little star. • AIB, noted comedians, social commentators and viral content creators also got in on the action and commented “Pyaar Ek Dhokha Hai” on most if not all of her Instagram pictures, thus fusing their viral campaign for Valentine’s Day with Priya’s fame.

  6. Other social media engagements In no chronological order, • In a clip shared by Priya herself, South superstar Allu Arjun is seen reenacting the wink for his son, who is jumping up and down on a bed. (This was probably a paid engagement for a movie promotion) • Neha Kakkar, the singer also reenacted the scene with a finger gun, a wink and a flying kiss, but it seemingly went wrong as she got trolled for it. • An FIR was filed against Priya and her director as a small portion of the Islam community from Hyderabad found offence against the song and the clip. • According to reports the individuals were offended by the lyrics as they referenced the Prophet and his wife. The reports also said winking is banned in Islam. • Priya and her director had to go to the SC to get a stay on all the FIRs filed against them, thus probably invoking some sympathy.

  7. The result • Priya won The Social Outlook Awards, held in New Delhi on 20 April 2018, mere 2 months after the clip was posted to her Instagram. • Multiple media outlets have rumoured that Priya likely gets a wtf amount of 8lacs per Instagram post. • If this is true, then it makes her one of the biggest influencers in the country.

  8. Brand deals & endorsements • In the aftermath, Priya endorsed two major brands, who rode the wave of her fame - Pringles and One Plus. • One Plus even ran a contest on her feed. • This was managed by Ripple Links, one of India’s leading digital influencer marketing agency. • She has now signed on with a PR company, post which she has only endorsed Nestle Munch, which looks like a properly shot ad, as opposed to the other two. • Although Nestle Munch also seems to capitalise on the one thing Priya is known for, her wink.

  9. But…Why did Priya Varrier’s wink go viral? Let’s first have a look at the viral clip in question.

  10. The reasons • Her expressions. • The unexpectedness of it. • Relatable. “Nostalgia is truly one of the greatest human weaknesses”, Dwight Schrute. • No language barriers. • Priya’s display of emotions; a breakdown. • The famed South Indian frenzy. • The make of the clip. • The memes. • “The main reason behind Priya Varrier becoming viral over social media is Indian internet stars like AIB, Zakir Khan picking up the content and spinning memes around it,” Sushant Yattam, Head of Marketing & Audience Development at Qyuki Digital Media.

  11. This gentleman sums it up

  12. The Google trends These are the Google Trends that emerged post the phenomenon

  13. Her current Instagram feed

  14. Translation Priya’s Instagram feed majorly consists of the following - Seems ordinary, random and uninteresting? It’s not - • Her feed reinstates the fact that she’s a Girl • Kids Next Door. • Candids • Her reassurances are too emphatic and she • Snapchat Filters seems almost apologetic for her fame. • A/V of Priya singing • A relatable 18 yo, who fame happened to • Catalogue shoots with designers happen to. • Gratitude posts • She comes from a small town in Kerala. She • Glamour Shots (Minimal) is and wants to show people she is humble, • The Occasional Teaser Image with her co-star Roshan Abdul Rahoof down to earth and delights in being the apple of their eye. • Priya wearing traditional clothes • The southern community can put you on a (Sethmunda) pedestal, but can also be harsh, hence the • Vishu selfies with the kids, festivals, etc.

  15. Lessons & Suggestions Characteristics of this viral clip phenomenon - • Teaser like qualities • Not the peak of her fame • Priya Varrier, the digital sensation • Priya Varrier, the movie actor • Other online sensations • Aim = To maintain relevance Afaqsa https://bit.ly/2GO0dQA

  16. What does this mean for the brands?

  17. The End

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