indē wild ignites global debate on Indian beauty through viral reel

Diipa Khosla’s beauty brand indē wild has become the focus of an international cultural discussion after a short-form video filmed at a Tyla concert in Mumbai went viral across social platforms. The reel, created with a diverse group of Indian creators brought together by indē wild, has generated more than 50M+ views across Instagram, and X within days of posting.

The video shows the creators singing along to Tyla’s track ‘Push To Start’ during the Mumbai show. Shot in an informal, celebratory style, the clip was not designed as a campaign moment. However, it rapidly gained traction, moving beyond its original audience and attracting significant global attention. Viewers across platforms responded with thousands of comments, reposts and reaction videos.

Audience reactions highlighted surprise and curiosity around Indian beauty and self-expression. Comments included observations such as “Indians have baddies?!”, “This is the biggest Indian PR I’ve seen in a while”, “Indian girls saving the country” and “I’m just learning about this side of India.” The responses reflected how the reel disrupted established perceptions of Indian women in global popular culture.

 

 

 

 

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According to Diipa Büller-Khosla, founder of indē wild, the moment resonated because it presented Indian women in a way that felt natural rather than constructed. “This moment matters because the world saw Indian women the way we’ve always seen them: dynamic, modern, confident, and impossibly cool,” Büller-Khosla says. She adds that the surprise surrounding the video says as much about global exposure as it does about representation. “The real surprise is that some people are only discovering this now.”

As the reel circulated, it developed into a wider meme cycle, with the group informally labelled ‘The Indian Tyla Baddies’. This online momentum extended the conversation beyond entertainment, prompting discussion around visibility, cultural confidence and the growing influence of Gen Z creators from South Asia. The scale of engagement indicated a strong global appetite for authentic, contemporary Indian narratives.

For indē wild, the viral moment translated into increased attention across its social channels. The brand reported a sharp rise in followers and engagement, alongside greater discovery of South Asian creators featured in the reel. Büller-Khosla notes that the outcome reinforced the value of community-led storytelling over traditional brand-led messaging. “No brand strategy could beat what community, representation, and cultural confidence can do,” she says.

The episode is not an isolated instance for the brand, which has previously focused on culture and identity within beauty. However, the reach and speed of this moment set it apart. Without paid amplification, the reel demonstrated how a short, culturally resonant piece of content can influence global conversations.

For professionals across advertising, media and marketing, the success of the indē wild reel underlines the impact of genuine representation and informal content formats. It also illustrates how cultural relevance, when aligned with platform behaviour, can achieve scale quickly. While the video lasted only a few seconds, its influence continues to shape dialogue around Indian beauty and global visibility.