How The ‘Melodi’ Craze Helped A Bengaluru Startup Sell Out Earrings In Just 24 Hours

An unexpected connection between a viral diplomatic moment and nostalgic jewellery has turned a Bengaluru startup into one of the latest beneficiaries of the internet’s fascination with the ‘Melodi’ phenomenon.

A Bengaluru-based acrylic jewellery startup has witnessed a sharp surge in sales after a viral interaction between Prime Minister Narendra Modi and Italian Prime Minister Giorgia Meloni reignited social media’s obsession with the now-famous “Melodi” meme.

The startup, Rainbow Hues, creates jewellery inspired by iconic Indian snacks and candies from the 1990s and early 2000s. Its collection features earrings modelled after popular treats such as Melody toffees, Kismi bars, Hajmola tablets and Kaccha Mango Bite candies.

The company’s Melody-themed earrings became an unexpected hit after a video showed PM Modi gifting Giorgia Meloni a packet of Melody toffees. The clip quickly went viral across social media platforms, reviving the “Melodi” trend that combines the surnames of Modi and Meloni.

According to the startup’s founder Rebecca Mendonza, the company recorded nearly a 40 per cent increase in sales following the viral video. The Melody earrings sold out within 24 hours and had to be restocked multiple times to meet demand.

The renewed craze stems from a video shared by Meloni on May 20, which attracted massive attention online. Within hours, the clip accumulated millions of views and generated thousands of comments, shares and reactions.

The popularity of the video extended far beyond social media, creating ripple effects across businesses linked to the Melody brand. Quick-commerce platforms reported a noticeable increase in searches for Melody toffees, while discussions around the confectionery surged online.

The “Melodi” phenomenon first gained traction during international meetings between Modi and Meloni in 2023. Social media users began combining their surnames after noticing their friendly interactions at global events.

The trend exploded during the COP28 summit in Dubai when Meloni posted a selfie with PM Modi using the hashtag #Melodi. The post sparked a flood of memes, jokes and fan-created content, turning the nickname into one of the internet’s most recognisable political memes.

Since then, almost every public interaction between the two leaders has reignited online conversations. The latest Melody toffee exchange transformed a long-running internet joke into a real-world marketing moment.

For Rainbow Hues, what started as a nostalgic product inspired by a childhood candy suddenly became one of its fastest-selling items. The episode highlights how viral social media trends can unexpectedly influence consumer behaviour, creating business opportunities in the most unlikely places.

From a packet of toffees exchanged between world leaders to sold-out earrings in Bengaluru, the ‘Melodi’ craze continues to prove the power of internet culture in shaping real-world trends.