“Sima Roast” is the New Trending Filter in Instagram

“Sima Roast” is an Instagram filter based on the popular Netflix reality show “Indian Matchmaking” and the main character Sima Taparia who is the matchmaker in the show. The filter was created by Rebecca Daniel, Group Creative Head at VMLY&R, and is a viral hit among the millennials.
The show which is directed by Smrithi Mundhra has been criticized widely by the audience due to the show’s idea of arranged marriage. The filter features some of Sima’s famous dialogues in the show which makes it hilarious. The filter recognizes our face and gives random comments once we hit the record button. The filter gives some of her stereotypical comments like “Not tall, slim, trim. How will you get matches?” “I think you need to change your talking pattern,” “You are too picky. You should adjust a little.”
Commenting on the filter’s hit, Rebecca says, “After Instagram launched its own AR platform that allowed anyone to develop and upload AR filters, I knew I had to get my hands on it. Sima Taparia and the whole conversation around Indian matchmaking was a rave in the past month. Right from memes to personal chat groups, she was everywhere. I have been sharing memes and jokes about it as well and realized a lot of people could relate to my sarcasm. When I started making AR filters, I asked a bunch of friends what topic I should make a filter on, and almost unanimously, everyone said ‘Sima Taparia’. So, I got down to writing and developing it immediately.”
The filter started trending in Singapore after being shared by many celebrities and then became viral among the Indian youngsters with zero promotion and budget. Currently, the filter got 21 Million impressions, 2.7 Million captures, and 705 K shares.