: Content often goes global, such as the viral video of Gujarati tourists performing Garba on the streets of Austria, which sparked widespread conversation across social media.

These clips are no longer just entertainment; they are social currency. Sending a funny Gujarati clip to a friend is the modern equivalent of nudging them during a joke in a chai stall.

Live events are major sources of clip content. For example, a viral clip of singer Jasmine Sandlas at an Ahmedabad concert recently trended across social media, generating massive engagement and mixed reactions.

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