From Rome to Reels: How brands turned Melody into the internet’s sweetest viral trend

It only took one video for Melody to go from a nostalgic candy to the internet’s favourite conversation starter. After Prime Minister Narendra Modi gifted Italian Prime Minister Giorgia Meloni a packet of Melody during their meeting in Rome, social media platforms flooded with memes, jokes, and brand reactions. Soon, companies across categories began using the trend, tying Melody to travel, cashback offers, delivery services, beauty treatments, and even alumni networks.

Here’s a look at some of the brands that quickly jumped onto the viral 'Melodi' moment:

Parle

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Leaning into the massive online attention around its iconic candy, Parle Products celebrated the success with the line, “India ho ya Italy, sabki favourite Melody.” The brand embraced the viral Modi-Meloni moment directly, turning Melody’s sudden international visibility into a playful celebration of its widespread popularity.

Read On: Melody goes diplomatic: How a ₹1 toffee became India’s biggest PR moment

Air India

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Joining the Melody moment, Air India put its own travel spin on the trend with a visual from Rome’s Galleria Doria Pamphilj and the line “Rome Sweet Rome.” The post cleverly tied the internet buzz to its Delhi-Rome non-stop route, blending topical humour with destination marketing.

Zepto

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Capitalising on the sudden internet obsession, Zepto joined the trend with a simple yet effective creative featuring a pile of Melody chocolates and the line “melody stonks today?.” The quick commerce brand tapped into meme culture and stock-market slang to reflect the candy’s overnight viral fame.

Blinkit

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Riding the wave of the viral Modi-Meloni “Melody” moment, Blinkit posted, “seeing a sudden spike for melody searches on the app ?” on X. The brand turned real-time consumer behaviour into a topical joke, subtly showcasing how quickly internet conversations can translate into actual search trends and purchase intent.

Instamart

iykyk ? pic.twitter.com/xcZBzywnRI

— Instamart (@instamart_it) May 20, 2026

Joining the Melody frenzy, Swiggy Instamart joked that searching for Melody on the app now shows it as sold out. The post played into the idea of the candy suddenly becoming an internet sensation overnight, turning a viral political pop-culture moment into relatable quick-commerce humour.

DTDC

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Tapping into the viral Melody discourse, DTDC Express Limited shared a playful visual of a carton packed with Melody chocolates alongside miniature Indian and Italian flags. With the line “No better time to ship something chocolaty to Italy,” the brand cleverly merged the trending moment with its core delivery business.

CashKaro

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Joining the flood of Melody-themed brand creatives, CashKaro posted that the “best gift for her” is not teddy bears, flowers, jhumkas, or fancy chocolates — but simply a packet of Melody. The post leaned into the internet’s ongoing joke around the candy becoming an unlikely symbol of affection and attention.

Read On: We will scale Melody globally: Parle CMO Mayank Shah on PM Modi’s viral ‘Melodi’ moment

Sharda University

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Using the viral Melody moment to spotlight its global presence, Sharda University shared a creative that read, “Melody: Made in India, shining everywhere, just like our 34,000+ alumni base across the world.” The post blended the trending candy conversation with a subtle showcase of the university’s international alumni network.

YesMadam

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A post shared by YesMadam, At Home Salon (@yesmadam_official)

Joining the trend with a humorous AI-generated visual, YesMadam showed a giant human-like Melody toffee getting a facial from a salon professional before its “trip” to Italy. With the line “Melody before taking off to Italy,” the brand merged beauty service humour with one of the internet’s biggest topical moments.

SBI Securities

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Playing into the candy’s sudden rise to internet fame, SBI Securities shared a humorous post showing an animated Melody chocolate saying, “Maine kya kiya!?” alongside the line, “Bro, just wanted to be a chocolate and accidentally became a celebrity.” The creative captured how unexpectedly the humble toffee became the centre of online conversation.

MobiKwik

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Joining the Melody marketing wave, MobiKwik posted a creative saying “Melody khao, cashback kamao,” alongside the caption, “International relations getting sweeter lately. Good time to sweeten wallets too.” The fintech brand used the viral moment to cleverly tie together humour, cashback rewards, and the candy’s sudden online fame.