FUN FACT. Mohit Mamoria and Nipun Jain, Co-founders of @AreyPataHai

Turn to Instagram and scroll through the inevitable food, beauty and entertainment reels, the cats and dogs content and, suddenly, the algorithm seems to be shifting. Popping up more and more frequently are fun quizzes and trivia tests by both global and Indian creators. For instance, handles like @thedropapinshow and @bradythetutor test your knowledge about countries in the most entertaining way. Closer home, there are handles like @AreyPataHai, run by Mohit Mamoria and Nipun Jain, @abhiandniyu, run by Abhiraj Rajadhyaksha and Niyati Mavinkurve, and @kk.creates, run by Kavya Karnatac, that flood you with interesting facts and trivia.

And as you consume more of this content, suddenly the algorithm throws at you handles like @2Bunkars, where saree retailers Nasir Iqbal and Kasif Iqbal come up with all sorts of questions about the six-yard drape. Knowledge is showing up in new formats. And curiosity has become very cool, thanks to smart creators on the Internet.

Ace quizzer Joy Bhattacharjya agrees. He says, “Social media has definitely given a fillip to quizzing, because it is the best vehicle to reach new and focused audiences. Folks not interested in quizzing in general might just be up for a trivia session on the IPL or Harry Potter or BTS. And those specific audiences often enjoy extending that to landing up for a pub quiz on the same in their city.”

Brand consultant Giraj Sharma, founder of Behind the Moon, also points to how quizzing is now growing both in the digital and physical world. Trivia game nights, a very American phenomenon, is now seen at places like Monkey Bar and Social as a way of boosting footfalls and engagement. In nostalgia-filled sessions, diners get quizzed on cult movies or music bands or sports.

A conversation with @AreyPataHai’s Mamoria on the rise of quizzing is illuminating. Mamoria is riding high after his trivia-packed book, What the… What?!, written with Jain and published by Hachette India, is doing phenomenally well. He says, “We were not sure whether this project would even be fruitful, but people have surprised us. The book became No. 1 bestseller with pre-orders itself.”

On the growth of trivia sessions, Mamoria says, “Quizzing has definitely become a new activity to do in groups of friends and families. I think people have become a little tired of just going to movies or standup comedy shows, so they are always looking for something new. And quizzing is one of those things you could do in a group. Quizzing happening in pubs is a very satisfying sight.”

“We are now touring the country with our 90-minute special standup-trivia show. Nobody knows what ‘standup-trivia’ even means. In fact, it is difficult for us to explain, when selling tickets, what will happen in the show. We are having sold-out shows across the country,” he says.

@AreyPataHai, says Mamoria, was entirely accidental. At their content agency, they were going through a lean patch. “We lacked work; so we thought let’s create some work until we find new clients. We started creating content about what Nipun and I usually did behind the camera. Puzzling and quizzing was our love language since the day we started chatting online. We were like, ‘Okay, let’s put a camera in front of us and just keep doing it until we get back to our normal agency work.’ But before anything else could happen, a lot of people started watching our content, and we never looked back.”

Monetisation

Trivia content can be monetised, if you go by Mamoria and Jain’s experience. One, they say, they are totally supported by memberships. “Secondly, surprisingly, we made a ton of money through the book; and third, we are working on a game now, which will be our biggest and boldest project ever,” he says.

Thanks to interactive tools, trivia content creators are able to boost engagement and gain sticky followers through their high-energy videos. From simple story stickers to sophisticated lead-generation funnels, there are a lot of digital aids. It’s not surprising then that brands are reaching out to quizfluencers or that weavers and retailers like @2bunkars of UT Sarees and theuseeshop.com are creating their own viral quizzing games.

As Sharma says, “An amazing world is unveiling itself here. Quizzing is turning out to be a perfectly viable platform for brands. First the association lifts the brand’s intellectual quotient — makes the brand appeal to the target audience’s cognitive quotient. Secondly, it is a credible vehicle for embedding brand content in a very subtle way.”

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Published on April 20, 2026