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<ul class="summary-list"><li>The #MemeOlympics hashtag has started trending after Indian users popularized it on <keyword id="6354616" type="UNKNOWN" weightage="60" keywordseo="Twitter">Twitter</keyword>.</li><li>The hashtag involves awarding satirical "medals" to various figures like actors and politicians.</li><li>It's one of many viral moments to come from the <keyword id="1581035" type="PERSON" weightage="60" keywordseo="Tokyo-2020">Tokyo 2020</keyword> <keyword id="6360967" type="UNKNOWN" weightage="60" keywordseo="olympics">Olympics</keyword>.</li></ul>As the long-awaited Tokyo 2020 Olympic Games commenced on Friday, the world watched and reacted on social media, with plenty of viral content, commentary, and memes. For Twitter users in India - a community colloquially called "Desi Twitter" - the games inspired a viral new trend.As part of the "<keyword id="1607045" type="COMPANY" weightage="60" keywordseo="Meme">Meme</keyword> Olympics" trend, Twitter users are making memes of some of the most famous Indian figures, ranging from Bollywood actors to politicians. The purpose of the meme is to give medals in fictional Olympic categories that can be complimentary or satirical.According to an April 2021 survey by data platform <a href="https://www.statista.com/statistics/242606/number-of-active-twitter-users-in-selected-countries/">Statista</a>, India is the country with the third-most Twitter users in the world - an estimated 18.8 million users - behind Japan and the United States.According to the <a href="https://indianexpress.com/article/trending/trending-in-india/memeolympics-twitter-tokyo-olympics-2020-7422822/">Indian Express</a>, the #MemeOlympics hashtag quickly started trending on July 25, and continued to do so across the next two days.Some Twitter users used the trend to meme celebrities, popular <keyword id="24504" type="ORGANIZATION" weightage="100" keywordseo="culture">culture</keyword> moments, and fictional characters. For example, user @absoloutesatya used the meme template to praise Bollywood actor Ranveer Singh for his dress sense, while @Yash1701__ paid homage to actor Dilip Joshi from popular Indian sitcom "Taarak Mehta Ka Ooltah Chashmah," who won for "bringing smiles to millions of faces."Others went more political with the format, as they used the meme to joke about and criticize politics and current affairs. For example, coupled with a tongue-out emoji, one tweet awarded Nirmala Sitharaman, the divisive Minister of Finance for India, with a medal for "best economist."#MemeOlympics is just one of many viral moments that have spread across social media during the Tokyo 2020 Olympic Games.<a href="https://www.insider.com/lady-gaga-julyana-al-sadeq-taekwondo-viral-photo-twitter-trend-2021-7">A TikTok posted by Team Israel Olympian Ben Wagner</a> went viral on Monday after he and eight other teammates put the athletes' controversial "cardboard beds" to the test. Meanwhile, Julyana Al-Sadeq, who was representing Jordan in taekwondo, went viral on Twitter after users noted <a href="https://www.insider.com/lady-gaga-julyana-al-sadeq-taekwondo-viral-photo-twitter-trend-2021-7">her likeness to pop star Lady Gaga</a>.<a href="https://www.insider.com/culture">For more stories like this, check out coverage from Insider's Digital Culture team here.</a>

Indian Twitter users are flooding the platform with a trend called #MemeOlympics, which hands out satirical 'medals' to high-profile figures

<ul><li>Sony SAB announced that it is entering the mythology genre with its new show <keyword id="13134919" type="General" weightage="20" keywordseo="Dharm-Yoddha-Garud" source="Orion">Dharm Yoddha Garud</keyword>.</li><li>We speak to <keyword id="939891" type="General" weightage="20" keywordseo="neeraj-vyas" source="Orion">Neeraj Vyas</keyword>, Business Head, Sony SAB on the new show, how the channel has been doing, advertiser response since the pandemic and how the channel plans to keep offering content relevant to its audience.</li></ul>It was in 2019 that Sony SAB refreshed its brand identity to ‘Khushiyon Wali Feeling’, in an attempt to come across as an enabler of happiness in its consumer’s lives. The TV channel wanted to stand for a larger purpose in life, that of making people happy through their offerings. Almost 3 years down the line, the philosophy seems to have worked in its favor. Sony SAB has been at Number 2 in the Hindi speaking market for 8 months now. It has been consistently trying to come up with relatable content, in an attempt to go beyond the perception that Hindi GECs are only about family dramas and ‘saas bahu’ daily soaps. It is also trying to change the perception that it is only a comedy channel. As a part of this attempt, Sony SAB has announced the launch of its latest show, its foray into mythological with ‘Dharm Yoddha Garud’. Speaking about the show, Neeraj Vyas, Business Head, Sony SAB said, “The mythology space is completely untested for us. However, for the last few years, we have tried to come up with content that is relevant, and that will add some meaning to our viewer’s lives. While getting into the mythology space, we could easily have done something on Krishna, Ganesh or Hanuman. But we have always endeavored at doing things that have never been done before. Garud’s story had been playing on our minds for a long time. We took almost a year to research on it. We knew it would need a lot of technology and only when we had all the pieces together, we decided to go ahead with it.” The show which has used state-of-the-art technology and visual effects is the most expensive show that the channel has ever commissioned, Vyas shared. While Sony SAB is perhaps most know for its most popular show Taarak Mehta Ka Ooltah Chashmah (which is also one of the longest running daily comedies in the world, with over 3398 episodes), in the past few years, the GEC has tried to come up with more differentiated content including shows like Wagle Ki Duniya – Nayi Peedhi, Naye Kissey, Shubh Laabh, Aapke Ghar Mein, Ziddi Dil – Maane Na, Maddam Sir, Sab Satrangi, Goodnight India. “We at Sony SAB are dedicated at promoting an enjoyable family-viewing experience and can truly define ourselves as a true blue ‘living room brand’, because we ensure there is something that can appeal to everyone in the family,” explained Vyas. When asked how they are tackling the fight for attention at a time when <keyword id="1245953" type="General" weightage="20" keywordseo="ott" source="Orion">OTT</keyword> is coming up with such a huge variety of content, again for consumers of all age and demographies, Vyas said, “If TV has to stay relevant and competitive, we will have to balance between what we think the consumer wants to see and the rating reality. We will have to work a lot harder and go beyond the routine offerings of love stories and ‘saas bahu’ dramas. We will have to invest a lot more because today it is all about the quality of content you offer your viewers.” Advertiser response, however, Vyas shares has been very positive. “We bounced back from the doom and gloom of the first four months of the year pretty well. In fact, the last six to seven months have been superb from an advertising point of view probably because the channel has done very well,” shared Vyas adding that from an advertising revenue point of view, by the end of March, the channel would have grown by almost 70% over last year. The channel has always given a lot of importance to listening to its consumers and crafting content around what they want to watch. On what his focus areas will be going ahead, Vyas shared, “A strong communication strategy will be an important focus for us. As we get into April-May, we will be coming up with a very large consumer campaign that will focus on imprinting our unique brand philosophy into the minds of our consumers. And now that the pandemic is almost over, we will also stay a lot more focused on going out and talking to consumers a lot more aggressively to get a first hand feel of what's happening in their lives. We haven’t been able to do that for a while now but that is the plan for the future. And we will just get leaner and smarter from here.”

For TV to stay relevant, there needs to be a balance between what we think consumers want to watch and the rating reality: Neeraj Vyas, Sony SAB

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Indian Twitter users are flooding the platform with a trend called #MemeOlympics, which hands out satirical 'medals' to high-profile figures

Charlotte Colombo

For TV to stay relevant, there needs to be a balance between what we think consumers want to watch and the rating reality: Neeraj Vyas, Sony SAB

Samarpita Banerjee

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