Ever since Badshah dropped his romantic single ‘Jugnu’ with Nikhita Gandhi last month, it has created a social media furor with everyone right from celebrities to influencers to the commoners dancing to its tunes. The official video has already amassed 120 plus million views on Youtube and continues to rake in eyeballs.
The buzz was complemented by the now-famous #JugnuChallenge thrown open to the netizens. The hashtag trended for days and so did the viral reels and videos across social media. People couldn’t stop gushing over the peppy track and shaking a leg on its signature steps.
How it Started
Badshah’s official video ‘Jugnu’ premiered on October 26, 2021. Owing to its lively and energetic vibes, the song caught everyone’s attention with an added surplus – the Hookup step. A-list stars including Katrina, Ranveer Singh Alia Bhatt, Anushka Sharma, Varun Dhawan, Tiger Shroff, Ayushmann Khurrana were showing off their dance with the Jugnu signature move giving a shoutout to Badshah and the song.
Initially, on the very day of its launch, Universal Music Group (UMG) and YouTube announced the launch of the global dance challenge, #JugnuChallenge with Badshah, happening only on YouTube Shorts
As a part of it, Badshah invited people to dance along with him to his catchy new track, ‘Jugnu’. The challenge encouraged fans to make a 15-second Shorts video right from the YouTube mobile app, recreating Badshah’s dance moves with their own unique, creative style.
According to the official Youtube blog, the Jugnu Challenge, set to a foot-tapping soundtrack, intended to light up the festive season and inspire fans to share their unique Shorts creations with one another.
As part of the challenge, Badshah further was entitled to curating and spotlighting some of his favorite Shorts in a compilation video. For their creations to be considered, participants are encouraged to use the Jugnu track and hashtags #JugnuChallenge and #YouTubeShorts.
The song is available on Spotify, JioSaavn, Youtube Music, Gaana, and Wynk.
What next? A bunch of choreographers, influencers, and creators joined the bandwagon and took the Jugnu trend a notch higher by asking users to share their version of the challenge adding innovative dance steps and it became viral across social media platforms including Instagram.
How It’s Going
We have been witness to thousands of song reel trends being created either by the creator itself or picked by others. In this case, although Badshah kickstarted the trend, it was one of the first instances where celebrities were seen partaking in the challenge with equal zeal and attitude. It won’t be wrong to call it a masterstroke by the creators to leverage the celebrities and make the trend a bigger hit.
The creator ecosystem has supplemented the song’s growth and buzz over the internet leading to a constant uptake in its viewership. International social media star Ricky Pond and popularly known as ‘Dancing Dad’ too joined hands with his son Dallin to get grooving and moving on the #JugnuChallenge. The dance reels on the song have crossed a count of 352K and continue to rule the internet.
Indian creators and social media artists including the likes of Awez Darbar, Zaid Darbar, Gauahar Khan, Karishma Tanna, Prajakta Koli, Nagma Mirajkar, Jigar Thakkar, and more added to the spark with their unique spins for the music.
While there seems to be no stopping to the Jugnu trend and the reels, we and you can hope to just not get bored of it and maintain our love for the groovy track.