What’s better than a paid marketing campaign? A free meme storm that puts your brand everywhere. Vishal Mega Mart didn’t plan it. But became the face of India’s most talked-about job role overnight.
From meme pages to mainstream news, their security guard post has become iconic. But as the brand enjoys its moment, the trend also opens up a conversation on something far bigger than virality: youth dreams, job struggles, and what success even means today. Let’s break down the story with Brandaid…
What Happened?
Social Media ERUPTED with memes on Vishal Mega Mart. On how difficult (impossible) it is to get the job of a security guard at their retail store.
Every other post online was a meme about the job post.
People started comparing it to the toughest exams in India, like UPSC, JEE, and NEET.
And this particular line, “Ek hi sapna hai- Vishal Mega Mart me security guard,” became the catchphrase.
https://www.instagram.com/reel/DJuc9UoBeiG/?igsh=MTFidmJ0eWU1cndjOA%3D%3D
What makes this meme even more memey (is that even a word??) is that people started connecting Virat Kohli’s retirement to the Vishal Mega Mart Security Guard job post. (Here’s all you need to know about the king’s retirement)
“The reason why Virat Kohli retired from test cricket is that he got selected for the Vishal Mega Mart Security Guard”
https://www.instagram.com/reel/DJuIex7SNUi/?igsh=MXBmODAxaWdlenN5bQ==
“Sab soch rahe hai Virat retire kyu hua? Ab pata chala woh Vishal Mehga Mart security guard ki tayari kar raha hai”
The timing was surreal.
Where did all this begin?
Actually, nobody knows. Like with all trends on social media. Nobody(at least most people) cares about the origin of any trend. Here’s what usually happens:
- Creators see a trend
- They jump right at it for views (and we don’t blame them for that)
Social media is all about riding the trend wave. Only after a few days (or weeks) from the trend is the origin usually known.
Some people say that a non-topper memer declared their Vishal Mega Mart security job as a competitive exam.
Some say it was their security guards posting reels.
While others say that they recently conducted recruitment tests for their security job role, which had questions on current affairs, English, medical & physical tests,… AND ONLY 1% OF THE APPLICANTS GOT SELECTED!
Nobody knows how it started. But everyone started jumping on this golden opportunity of visibility, called “trend”.
What made this work?
Social media is unpredictable. As said, anything goes trending. But here are the key ingredients we think that made this trend work:
- Exaggeration
A security job post is taken to the level of the toughest exam in the country. Now, isn’t that funny? But there’s one more crucial ingredient that made this work.
- Relatability (Or the Connect)
If we dig deeper into this meme trend, we find something scarier: Unemployment.
Behind the humour lies a “grim commentary on India’s rising unemployment, shattered aspirations, and socio-economic contradictions.
The meme captured national attention” because it is a ‘mirror to the harsh realities of job scarcity, failed policies, and youth despair.”
It raises the question: “Has India’s youth started dreaming smaller because reality has offered them fewer options?”
The meme “struck a chord because it resembled the grim reality most youth face today.”
India’s youth unemployment rate has reportedly crossed 20% (according to CMIE data).
Even highly educated youth are applying for basic jobs, reflecting a lowering of “what dreams look like.”
Summary:
The “Vishal Mega Mart Security Guard” meme may seem funny at first, but it actually says a lot about today’s reality for young people in India. It’s more than just a joke — it shows how tough it is to find a good job, even after studying hard.
Many students and graduates share this meme because it reflects something deeper:
- They’re worried about job security.
- They feel frustrated with the system.
- And they see low-paying or basic jobs as the only option left, even after getting a degree.
It exposes two major problems in our country:
- There aren’t enough quality jobs.
- Most people don’t have the practical skills that companies really want.
So, while people laugh at the meme, they’re also silently saying,
“Look at how hard life is, even after studying. What’s the point if we still end up like this?”
It’s a wake-up call for the government, colleges, and even students — that it’s time to fix the gap between education and real-world skills.
Leaving all the serious parts aside, the trend is a real benefit for the retail store, Vishal Mart. Free marketing at such a level is sure to increase brand recall.
What do you think about the trend? Let us know in the comments.
