‘Zero Civic Sense’ to Viral Trend: How One Reel Sparked Internet Culture War

What began as a few irritated seconds in a public “fit check” video has now turned into one of India’s most recognisable internet moments of January 2026. Influencer Amulya Rattan found herself at the centre of a digital storm after a clip of her saying “zero civic sense” about a passerby went viral, snowballing into memes, parody reels, debates on entitlement and a wider creator backlash. The incident has since moved far beyond the original video, becoming a trend that many influencers flipped, mocked and reinterpreted.

The Video That Started It All

The controversy began with a short clip where Amulya was recording an outfit check in a public space. As a pedestrian crossed her frame, she appeared visibly annoyed and commented on the person’s “zero civic sense.”

https://www.thereelstars.com/wp-content/uploads/2026/01/Civic-sense-original.mp4

That single line became the internet’s hook. Within hours, the clip was everywhere, pulled apart, looped, memed and recreated. Many viewers accused her of entitlement, arguing that public roads are not private sets and that filming cannot come with expectations of uninterrupted space.

Amulya Rattan Responds: Context, Apology and Boundaries

After days of intense online attention, Amulya posted a clarification video explaining her side. She said she was aware she was filming in a public area and had already shifted locations multiple times to avoid disturbing anyone. She also shared that moments before the viral clip, she felt uncomfortable due to people staring, which added to her frustration.

Amulya acknowledged that her choice of words could have been better, accepted the criticism as a learning moment, and apologised to anyone whose sentiments were hurt. At the same time, she drew a clear line against abuse, threats and defamatory comments, stating that criticism is valid but harassment is not.

Her response itself divided the internet. While some praised her for taking accountability publicly, others dismissed the video as overly scripted or a sympathy-driven move, keeping the debate alive.

From Backlash to Trend: How Influencers Took Over

The story didn’t stop at clarification. The phrase “zero civic sense” quickly became internet shorthand, and several creators jumped in with parody and satire, turning the controversy into a full-fledged trend.

Popular creators, including Triggered Insaan, Thugesh, Slayy Point, Satish Ray, and social media personality Orhan Awatramani, recreated exaggerated versions of the situation.

These parody reels flipped the narrative. Creators pretended to film while chaos unfolded behind them, accidents, emergencies, dramatic interruptions, all while insisting the reel must go on. The satire highlighted what many felt was the absurdity of expecting public life to pause for content creation.

A Bigger Question: Who Owns Public Space?

What made this episode stick wasn’t just the drama. It touched a nerve. The incident reopened a larger conversation around influencer culture, accountability and boundaries in shared spaces.

Public roads, markets and streets belong to everyone. The backlash reflected growing fatigue with the idea that cameras take priority over common courtesy. At the same time, the abuse Amulya faced also raised uncomfortable questions about how quickly online criticism turns personal and cruel.

Who Is Amulya Rattan?

Amulya Rattan is a fashion and lifestyle influencer known for outfit reels and aesthetic content, with a steadily growing following on Instagram. Like many creators of her generation, her content blends personal expression with public spaces, a format that has become increasingly common and increasingly contested.

From One Line to Internet Language

Today, “zero civic sense” has escaped the original clip entirely. It’s now used sarcastically for everything from queue-jumping to minor daily inconveniences. What started as frustration became a meme, then a trend, and finally a shorthand for the internet’s ongoing tussle with influencer culture.

This wasn’t just about one reel. It was about how fast the internet amplifies moments, how creators are judged in public spaces, and how easily criticism can tip into cruelty. In that sense, the trend says as much about the audience as it does about the influencer who sparked it.