Shark Tank India has been domainating popular culture on social media, here we dissect it’s influence on content that surfaces on the platforms.
The Series
The Indian business reality series set in India is an adaptation of the American franchise ‘Shark Tank’. The show enables aspiring or bussing entrepreneurs to present a business model to a panel of potential investors to induce them into investing in their business and offer them equity or a portion of returns.
The show garnered more than sixty thousand applicants, out of which close two hundred aspirants were selected to pitch for investment, with more than sixty businesses cracking the deals, according to reports. The show has also been touted to contribute to creating awareness about the Indian entrepreneurial culture.
The Sharks
- Vineeta Singh, CEO & Co-Founder, SUGAR Cosmetics
- Ashneer Grover, MD & Co-Founder, BharatPe
- Namita Thapar, Executive Director. Emcure Pharmaceuticals
- Aman Gupt, Co-Founder & CMO, boAt
- Ghazal Alagh, Co-Founder & Chief Mama, MamaEarth
- Anupam Mittal, Founder & CEO, Shaadi.com & People Group
- Peyush Bansal, Co-Founder & CEO, Lenskart
The Social Influence
Shailesh Kapoor, Founder & CEO, Ormax Media, in an authored article mentioned, “In a tough weekday 9 PM slot, the show didn’t find much traction in the mass television audience, touching only the 0.5% rating mark in urban Hindi-speaking markets”, remarking the show’s television performance.
He also mentioned that the target audience of the show only makes up for a small fraction of the Hindi GEC audience universe in urban India. Whilst the show’s television performance may not have been flattering, and OTT viewership may have been substantial, the scale of popularity hit highs when the show’s references surfaced on social media, increasing the social influence of Shak Tank India with every meme and post.
Here we go through the pillars of the show’s influence on popular culture on social media.
Are you ready to swim with the sharks?
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Memes
Memes have been the most significant pillar of the influence of Shark Tank India. Remarks by Sharks have been popular one-liners on social media platforms, and as it falls under the expertise of several meme pages and content houses dominating the pop culture, all of them said “Hum Bhi Bana Lenge“.
While the memes surfacing have primarily been for recreational purposes, they work for the commercial interest of the show and the Sharks, by popularizing the personalities and creating awareness about the series. While it garners engagement, it may also lead to users gaining interest and tuning into the show indirectly boosting the viewership.
The popularity of one of the memes was also included in the narrative of a campaign by SUGAR Cosmetics featuring the CEO, also one of the Sharks.
Topical Spot
The show has been a popular topical theme amongst social media brands, and several brands from the iconic Amul, till new-age brands such as Ugaoo have tapped references from the series to communicate with their audience in an engaging way.
Amul
Ugaoo
Topical formats have been known to be a popular peg amongst brands, to promote themselves, or their products, and services. Relatable situations, certain jargon, scenarios related to the usage of the products, and much more have been communicated to the target audiences by brands through the Shark Tank India topical format.
Content Theme
Shark Tank India has been a well-liked content theme amongst several Pages, curators, and a few brands too. For instance, LBB For Business curates learnings from Sharks and presents it in native formats on social platforms, and also highlights businesses that have potential.
Similarly, several pages have repurposed snippets, or highlights from the series and included them in their content calendar as a peg, to leverage the amplified popularity of the series, or repurpose content for educational or entertainment purposes.
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Source: Social Samosa
