Youngsters in the city are taking to the streets and dancing alongside moving cars to participate in a challenge gone wild
For a glimpse of the first kiki challenge video by theshiggyshow
Call him Drizzy, Champagne Papi or simply Drake, Canadian rapper, singer and songwriter Aubrey Graham is not just loved and revered across the world, he is also an Internet favourite. When his song Hotline Bling (a bonus track from his fourth studio album, Views) released in 2015, apart from rocking the chartbuster, it also became an online rage. Drake's innocuous and kooky way of dancing went on to be featured in memes two years down the line. The album cover, too, went viral. Such that Jimmy Fallon on his popular TV show recreated a mini Drake, toeing the online trend.
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Now, with his new single, In My Feelings, another fad has been unleashed. After Instagram user theshiggyshow shared a video of him dancing to the song, fans across the globe are amping up the tune on their car stereos and filming themselves dancing along a moving car. If you search for #kikichallenge on Instagram, there are 4,8831 posts, and typing #kekechallenge will route you to 80,000-plus posts. The challenge is also being called #inmyfeelingschallenge and a myriad other hashtags have followed. Mumbai is not to be left out. Scores of young fans have taken to the city's streets, all breaking a leg and some doing it literally. The challenge has it's own hazards, too.
(From left) Ridge Fernandes, Shanaya S and Jeffrey Lewis. Pic/Datta Kumbhar
Kya kiki kiki chalu hai?
For Shanaya Sardesai, 24, a DJ and blogger, it all started when she found her Instagram's explore section inundated with kiki challenge videos. She then pinged her friends Jeffrey Lewis, 27, a banker and content creator, and Ridge Fernandes, 25, a photographer, suggesting that they do something fun around the hashtag.
"I work for a bank and sometimes, to create content on a daily basis is difficult. We met last Sunday and went out without any expectations," Lewis shares. "I think we did this out of a pure love for dance. It was a sudden plan and we didn't fathom such a massive response," Fernandes admits. He was driving and filming the video and towards the end, he says, "Kya in logo ka kiki-kiki chalte rehta hain, khatam hi nahi hota," and drives off, leaving everyone laughing uncontrollably. "I thought we'll get around 5K views; a couple of hours later, I learn that we've already crossed a lakh. It was insane because none of us saw it coming," Sardesai says.
Sajjad Khan recreates the popular routine. Pic/Satej Shinde
Safety first
As the frenzy keeps rising, so does the concern. The challenge has received a lot of flak as people dub it dangerous and stupid. There is an entire stream of kiki challenge fails which shows people getting severely injured in the act. A leading US news network even interviewed senior citizens who discouraged people from participating.
Social media influencer Sajjad Khan, 22, whose video went viral, too, has a befitting response. "Making the video was far from impromptu. There's a lot of risk involved. I practised the steps and shot it the following day at 6 am with a complete team," Khan says.
"Our goal was to make it look impromptu, but friends were there to ensure my safety as well as of those around. Mumbai has busy streets and shooting on a private road is a completely different scenario," he cautions.
Jamie White
Keeping it simple
For 26-year-old producer and die-hard Drake fan Jamie White, the video happened organically. "On a rainy afternoon, my cousin and I decided to try it out on a road where I wouldn't get run over. Eventually, everything worked out," says White, whose video garnered almost 2K views. What's her take on the trolls? "I get trolled no matter what I post. But I don't care about the odd few. Find empty roads or shoot in your parking lot," she suggests.
Page views as of 8.30 pm yesterday
Simran Kaur shows off her moves. Pic/Nimesh Dave
She's got the moves like Jagger
Dancer and social media influencer Simran Kaur Purewal, 22, is perhaps the first vlogger who has managed to come close to the original routine. That she is a professional dancer helped enable that. "I came across the challenge on social media. It looked like a lot of fun and totally me. I am a professional dancer and have always wanted to dance on the road, so I loved the concept," she tells us.
In the video, it appears as if Purewal jumped out of the car and began dancing. Clarifying, she says, "Early morning, we went on a private road for safety reasons. I had a lot of assistance. My car has only two doors, and so we all decided that I get down from the driver's seat. Even though it looks like I am driving, it was actually a camera trick. My brother was on the wheel." Apart from views, Purewal also received criticism from trolls, but that hasn't dampened her spirits. "In the end, I will remember the love I got from so many people."
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