“Sharing soup is my love language.”

Netflix has initiated a new trend across India¬†with their soup billboard titled “Craving killer soup? Watch now” across a busy street.

Joined by Swiggy’s billboard promoting their own delivery platform by writing “Craving a soup? Order now”, it was soon hijacked by several other brands as well, who have joined in on the fun by taking advantage of the new soup mania to promote their own products and services in unconventional ways.

Here are some brands who have joined in on the fun:

Bumble:

 

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A post shared by Bumble India (@bumble_india)

Goibibo:

 

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A post shared by Goibibo (@goibibo)

Servewell:

 

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A post shared by Servewell (@servewell_dinnerware)

Namma Yatri:

 

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A post shared by Namma Yatri (@namma.yatri)

Even Delhi Police have joined in on the fun with their own billboard and the caption, “Craving par nahi, driving par dhyan do..”

 

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A post shared by DelhiPolice (@delhi.police_official)

Some of these brands did not just opt for billboards; they took to social media to share their initiative. What’s more, Netflix responded. After Bumble’s post, Netflix said, “Sharing soup is my love language”. After Goibibo’s post asked Netflix and Swiggy to “come bond over soup”, Netflix responded with the hilarious pun, “Ah yes, the soup-erb trinity”.

Is this new trend clever, cozy, or both?