Youth Incorporated Magazine

As we continue to be bombarded by information in our day-to-day lives, Sean Sequeira slows down to look at and savour the best catchphrases of the 21st century

Honestly, I can’t quite remember the very first catchphrase I heard. In fact, when I think about it, the oldest I can recount from memory would be back in the day when I watched cartoons and drank milk that was forced on me, mixed with chocolate flavoured supplements. I’m not sure if anyone else remembers it, but Scrappy from the Scooby-Doo cartoon series yelling “Ta dadada ta daa! Puppy Power!” is etched in my memory. What the hell is ‘puppy power’ anyway? Does that phrase actually mean anything? But I think that sums up our topic. A catchphrase doesn’t really have to make any sense; it’s just something uttered by a character, or real person, which they may repeat over and over again in a particular way that it eventually makes it to popular lexicon. Simple as that.

The Small Screen
Television has always been one of the biggest contributors to our catchphrase lingo. A certain epic show called Friends gave us the popular catchphrase/pick up line How you doin’ while How I Met Your Mother has taught us to be Legend-wait for it-dary. We have also picked up Bazinga from The Big Bang Theory which we tend to use in day-to-day life, just for fun. But, thankfully, not a lot of people caught on to Donald Trump’s You’re fired! or Paris Hilton’s That’s hot. Indian television also has some cool catchphrases, particularly ACP Pradyuman’s Kuch toh gadbad hain and Daya, darwazaa tod do in the hilariously serious tv show CID, as well as Bas, Hansa, bas and Bade log, bade log from the popular comedy show Khichdi.

The Big Screen
Where to start? There have been so many dialogues that it becomes difficult to restrict the list to just a few. I definitely remember Jim Carrey teaching us to spell in Bruce Almighty with his constant uttering of B-e-a-utiful. Sometimes a simple dialogue in a movie becomes a popular catchphrase with constant use in daily life. Many such examples can be found in the latest Batman trilogy – consider the lines I’m Batman and Why so serious? Other examples would be This is Sparta! from 300, and Robert Downey Jr. in Tropic Thunder saying You went full retard, man. Never go full retard, both of which have become popular from repeated use. Even Gangs of Wasseypur can be cited as a contributor to popular culture with its catchphrase-worthy line Keh ke lenge uski.

Vote for My Catchphrase
Oh yes! Politics doesn’t like to fall behind on anything, does it? Catchphrases can always be heard when it comes to politicians and their campaigning. The world was in awe whenever Barack Obama said Yes, we can. But when our Indian counterparts had their go at the wheel, India Rising became more of a joke than a positive slogan. Although it might be a little out of the political league, I would like to add Arnab Goswami’s The nation wants to know in this category, considering how many politicians have had it yelled at them.

Advertising Jargon
Advertising is definitely a big contributor. Sometimes a jingle or a tagline takes off virally and friends keep telling each other to Just do it. Why? Apparently, Because you’re worth it. Advertising aims for the viral, since it’s the best way to sell their brand; thanks to this ideology we have Thanda matlab Coca Cola. Nowadays, friends keep telling each other Jo tera hai woh mera hai, because Har ek friend zaroori hota hai. But thank the heavens that people aren’t practicing ‘sitdownism’ with their ‘honey bunny’.

You Win the Internet
It seems like no list could ever be complete without the Internet contributing in some way. The Internet has become a place for inventing and dropping catchphrases, especially after the bombardment of memes. People saying Bi*ch Please, Like a boss and Haters gonna hate has became popular after everyone read it on the internet. But I’m still waiting for the day Indians will start fights by saying Come at me bro.

 

 

 

Whatcha Talkin ’bout?
A catchphrase doesn’t even have to start in the media to pick up in popular parlance. Saying What’s the plan? and Cheers have become commonplace after someone, somewhere on the planet first said it and everyone started using it. And while That’s what she said was actually first referenced in the movie Wayne’s World, I reckon it has picked up its catchphrase status only from common use in the last few years.

FANDOMN

Here is a list of the catchphrases that may not be popular but will always be the cult favourites for the costume-wearing, sword-wielding and Comic Conraiding die-hard fans:

Penny, Penny, Penny (The Big Bang Theory)

Suit up! (How I Met Your Mother)

Live long and prosper (Star Trek)

My precious (The Lord Of The Rings)

Use the force (Star War s)

I’m the Doctor
(Doctor Who)

Oh my god! They killed Kenny!
(South Park)

D’oh! (The Simpsons)

 

Volume 2 Issue 10