A casual Instagram fit-check reel rarely becomes a national talking point. But that’s exactly what happened when lifestyle, fashion and makeup creator Amulya Rattan, with 4.6 million followers on Instagram, captioned her interrupted reel with the words ‘zero civic sense.’ A passerby, minding their own business, briefly crossed her frame while she was filming in a public space.
What followed was peak internet behaviour. Netizens didn’t just disagree; they remixed, parodied, and meme-ified the moment.
How the internet reacted
Instagram, as it does best, responded with humour layered with social commentary. Creators began posting reels where everyday life ‘rudely’ interrupted their shots. A passing train, an airplane flying overhead, a passerby in distress, and even a funeral procession became a part of this trend.
Amulya Rattan questioned the passerby’s civic sense, while the internet questioned her sense of entitlement. Brands also took up the trend and created billboard ads around the trend. One example is Dabur’s billboard ad for its product Pudin Hara.
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Civic sense 101 for influencers
Beyond the memes lies an important conversation. Influencers cannot act entitled in public spaces. While shooting content might be their bread and butter, it is not the public’s prerogative to accommodate their demands for privacy, especially if done in a rude manner. Let’s look at some key points that influencers and creators need to keep in mind while shooting in public:
How the internet reacted
Instagram, as it does best, responded with humour layered with social commentary. Creators began posting reels where everyday life ‘rudely’ interrupted their shots. A passing train, an airplane flying overhead, a passerby in distress, and even a funeral procession became a part of this trend.
Amulya Rattan questioned the passerby’s civic sense, while the internet questioned her sense of entitlement. Brands also took up the trend and created billboard ads around the trend. One example is Dabur’s billboard ad for its product Pudin Hara.
Civic sense 101 for influencers
Beyond the memes lies an important conversation. Influencers cannot act entitled in public spaces. While shooting content might be their bread and butter, it is not the public’s prerogative to accommodate their demands for privacy, especially if done in a rude manner. Let’s look at some key points that influencers and creators need to keep in mind while shooting in public:
1. Public space is not private property
Footpaths, markets, parks, and streets are shared spaces. Expecting uninterrupted shots in such areas is unrealistic. Don’t forget that while passersby might interrupt your shooting, you might also be interrupting someone by shooting in the middle of the street.
2. Don’t obstruct mobility
Blocking sidewalks, shop entrances, staircases, or roads for a reel is unsafe, both for the influencer and the general public.
3. Be polite to the public
It is natural for the general public to have curiosity about what you are shooting. Don’t call out to them for entering your frame or disrupting the shoot in any way. Most people are unaware of how the camera frame works and might be unknowingly interrupting you.
4. Seek permission
If shooting near shops, cafés, residential societies or semi-private spaces, have a quick word with the owners or security personnel.
5. Be choosy about the timing/places
Early mornings, quieter lanes, or designated public art spaces are better suited for content creation. If you want to shoot in crowded places, be ready to be interrupted.
6. Lead by example
Influencers shape behaviour. Practicing patience and humility on camera will help the onlookers practice the same in return.
The ‘zero civic sense’ trend is reminding creators that influence comes with responsibility.
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In our country, public spaces are vibrant and crowded. Adaptability is the real aesthetic.
Amulya Rattan’s response
Learning from this experience, Amulya Rattan posted a Reel explaining her side of the story. She explained:
- She had tried changing the location several times to avoid disturbing the public around her. But she was a group of men staring at her, which made her quite uncomfortable.
- The viral clip was for a Snapchat story, which disappeared after 24 hours.
- While she acknowledged she could have chosen better words, she apologised if her comments hurt anyone.
- She has received undue backlash, abuse, and threats after the clip went viral. She heavily condemns such behaviour.
- She thanked those who gave constructive feedback and promised to be more mindful going forward.
In the true spirit of Instagram memes, she recreated the viral clip with influencer Hardik Sharma, which has garnered 10.6 million views.
Frequently Asked Questions
Why did Amulya Rattan’s reel spark controversy?
Because her ‘zero civic sense’ remark was seen as blaming a passerby for entering a public frame, which many felt was unfair.
Are influencers allowed to shoot in public places?
Yes, but they must follow basic civic rules and not inconvenience others.
What did netizens object to the most?
The implied expectation that strangers should adjust their movement for influencer content.
Is filming in public illegal in India?
Generally no, but obstruction, harassment, or commercial misuse can invite action.
What’s the key takeaway for creators?
Public space requires public courtesy. Content should adapt to life, not the other way around.
