The internet is teeming with all kinds of trending challenges – from the accent challenges on Tik Tok to #MeAt20 challenge that had even celebrities joining in, showing off their embarrassing pictures at 20. Not to forget the #ninealbumsthatchangedmylife challenge that is a treasure trove of knowledge. And now to add to the cute factor, we got a beauty video that seems to be trending everywhere. Say hello to the #DontRushChallenge that is sure to leave you smiling at the end of it all. 

It all started with desi bloggers and vloggers in the US who changed into traditional wear with the ideal girl power song, Desi Girl from Dostana. From ace blogger Kaushal to desi-favourite Arshia Moorjani and Plus-size powerhouse, Nabela – everyone took a shot at looking festive from home. Now the baton is passed onto the influencers from India who have been indulging our timelines with short videos on grooming and style. 


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And now, the newest video on the horizon is the #DontRushChallenge by the most popular girls of Instagram, swinging to the song ‘Kudi Nu Nachne De‘. Look at the ladies who added their bit: Larissa, Juhi Godambe, Diipa Khosla, Malvika Sitlani, Sejal Kumar, Aashna Shroff, Roshi Bhatia of The Chique Factor, Sherry Shroff, Aanam Chashmawala, The Misu Girls, Masoom Minawala from Europe, and Shereen of The Lovebugs.

The song was as catchy as their outfits and the remarkable way each one showcased impeccable makeup ideas made us sit up and take notice.

The video was produced by the Crash Boom Bang Digital (digital agency) and edited by Malvika Sitlani’s younger brother, Jake Sitlani. Where did it all begin? It started with star influencer, desi girl from Amsterdam, Diipa Khosla asking the girls if they could join in and create one for India too and she managed to get the best crew. “ I was inspired by African influencers doing it on Tik Tok and decided to do a desi version of it. I am so proud of my culture and love my girls, so it made sense to do one. The video is about being proud of our culture, and it’s also about women supporting each other – two things I stand for, so why not?” says Diipa Khosla who strived to bring all the lovely girls together.

At a time like this, a challenge like this does create a moment of fun. “Our motivation was to spread extra smiles in these hard times, and this was super fun, collaborative effort,” explains Masoom Minawala, ace blogger. The drab to desi look in all certainty went viral.

“I loved being part of something that includes Indian women from all over. It really felt good to be surrounded by so many talented women, each one proud of who she is. The goal is simple – strong and confident, we came together to send out a message for everyone to stay home and have fun,” says Summiyya Patni of House of Misu.

The #DontRush Challenge is a unique one, it promotes beauty with sisterhood, and that means collaboration. “We saw the challenge internationally and decided to replicate at home. We were coordinating across time zones. It took us about a week to discuss, finalise a song that best showcases us and made sure each of us portrayed the desi-glam look, repping Indian culture through this. It all came together beautifully and was a lot of fun,” comments Aanam Chashmawala.

Latha Sunadh
Deputy Editor
When she's not trying on a new serum, researching on yet another classic fragrance and sharing lip balms with her 5-year old daughter, Latha Sunadh keeps it reined in with a nice song and a good book. Special skills include obsessing over handmade, home-made and handcrafted luxuries.