Mumbai, India – Diipa Khosla’s indē wild has unexpectedly become the center of a global cultural moment after a reel created at the Tyla concert in Mumbai went viral, amassing 50M+ views across platforms within days and igniting worldwide conversation about Indian beauty, confidence, and representation.
The video — featuring a diverse group of Indian creators brought together by indē wild — shows them singing along to Tyla’s hit “Push To Start.” What began as a fun, spontaneous moment quickly transformed into an internet phenomenon. Comment sections across Instagram, TikTok, and X filled with reactions like “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 reel not only showcased powerful, joyful self-expression but also challenged long-standing global stereotypes about what Indian beauty looks like.
“This moment matters because the world saw Indian women the way we’ve always seen them: dynamic, modern, confident, and impossibly cool,” says Diipa Büller-Khosla, founder of indē wild. “So when you put a group of them together, having fun, hyping each other, owning their space, of course the internet noticed. The real surprise is that some people are only discovering this now.”
The response has been unprecedented with over 50M+ views across Instagram, TikTok, and X, thousands of reposts and reaction videos, a global meme cycle dubbing the group “The Indian Tyla Baddies” and a wave of commentary on Indian beauty, representation, and Gen Z confidence.
The reel’s virality has done more than entertain, it has opened up a larger cultural conversation about representation, visibility, and the global appetite for authentic South Asian narratives.
“Part of me is thrilled because this is exactly what indē wild was built for,” Büller-Khosla adds. “To give Indian beauty the recognition it deserves. But another part of me wonders why this feels so new to people when… we’ve always been here.”
This isn’t the first time indē wild has sparked conversations around culture and identity. In the days after the reel went live, indē wild’s social feeds saw a massive influx of new audiences discovering the brand and engaging with South Asian creators. “No brand strategy could beat what community, representation, and cultural confidence can do,” Büller-Khosla says.
The viral moment marks a milestone not just for indē wild as a brand, but for Indian visibility on global beauty stages, proving that a ten-second reel can carry cultural weight, shift perception, and celebrate modern India in ways few campaigns can.
Link for the reel: https://www.instagram.com/p/DSADpnWios_/
https://vm.tiktok.com/ZNRFENREg/
https://www.tiktok.com/t/ZP8yL6XAU
