Fanta paints a restless nation – Blogs
The idea of a meme was introduced by British evolutionary biologist Richard Dawkins in 1976, in his book The selfish gene. He conceived of memes as being the cultural parallel of biological genes and considered them “selfish” because responsible for their own reproduction and thus serving their own ends; scientifically, once memes enter your brain, they function like parasites and thrive on their own. In other words, memes convey information that is reproduced, transmitted from person to person and they have the ability to evolve.
In modern terms, memes have taken on a meaning of their own (probably another “selfish” trait) and have become a social media phenomenon taking various forms within cultures, such as an idea, a skill, a behavior, a sentence or orientation. They work similarly to the “selfish gene”: they are passed from person to person, are often replicated, and spread information (albeit with a twist).
According to research by Forbes in 2018, the average millennial watches 20-30 memes a day (the numbers have only increased since then). According to the Global Web Index, 54% of Gen Z, 41% of Gen Y, and 21% of Gen X search for new memes every day. Perhaps for this very reason, many brands have incorporated memes into their social media advertising, to stay relevant to their audience.
Fanta, however, says they are the first to launch their own meme exhibition called The Rungful Nation.
This meme show released its first episode on July 4, 2022. Each episode is five to six minutes long and is hosted by rapper, comedian, and influencer Ali Gul Pir, along with Danish guest judges Ali, Faiza Saleem, and Haris Awan (all comedians and influencers), who are responsible for judging the applications based on their originality and humor. Each episode features three to four memes from around 6,000 entries received – and according to Dane Ali, the content should be “funny and above all, original. I want to see something that I couldn’t have thought of myself.
Denmark’s Ali says his experience as a judge has been refreshing. “It’s fun to see other people coming up with memes for a change, instead of myself.” According to him, it is instructive to see how far the Pakistanis can go. “Watching these videos, I realized that Pakistan is much bigger than I thought. The range of thoughts is really very wide. I had the impression that people would think a certain way, but Seeing these memes coming from all over Pakistan, I realize that these children have different and individualistic creative thoughts.
So far, only three episodes have been released on digital platforms, including YouTube and Facebook, as well as promotions on Instagram. Fanta has also incorporated field activities. Kudos to Fanta for taking on such a ‘colorful’ initiative in these stressful economic times and as Dane Ali says, ‘memes are a way to humanize things and streamline today’s world’. He adds: “Memes are now literature. They’ve become a subculture – they’re not just jokes, they’ve become opinions and a way for people to process the things that happen to them and the world around them.