The year 2020 has thrown a lot at us. The global news cycle has seen people coming to Twitter in search of COVID-19 updates, community-building efforts in response to the #BlackLivesMatter movement, and to hear from politicians and government organizations. Despite the serious nature of all these issues, people have also been searching for — and bringing — moments of levity to the platform.
This summer, @TwitterIndia launched a feel-good campaign to spread joy during a challenging time for the country by celebrating everyone’s favorite decade: the ’90s. Nostalgia for this decade has enjoyed a global comeback across the fashion industry in recent years, and with COVID-19 halting production on new TV shows, films, and live events, entertainment networks in India have been diving back into their archives to surface classic pop culture moments.
For Cheryl-Ann Couto, head of Indian entertainment partnerships for Twitter, celebrating the ’90s felt like a no-brainer. “We zeroed in on the 1990s because as everywhere in the world, but perhaps even more so in India, it was an iconic decade for pop culture and entertainment — think cult comedies, campy film-song lyrics, the rise of MTV and of Indian pop stars. No decade is referenced as frequently and with as much fun and fondness as this one.”
Here’s how Twitter teamed up with some of India’s most loved entertainers to bring a dose of joy and nostalgia to the timeline.