The journey from VIVA to W.i.S.H explains how Indian pop culture completely changed over 20 years

There is something weirdly emotional about watching Indian girl groups finally return in 2026. It's because for years, Indian pop culture convinced us that solo stars were the only people allowed to "make it". Bands disappeared, girl groups became a forgotten relic, and Bollywood playback singers dominated everything from weddings to heartbreak playlists.


But then came W.i.S.H., which is loud, stylish, chaotic, online, and unapologetically modern.

And suddenly, being in a girl group felt cool again.

What makes this comeback so fascinating is that it did not start today. Back in the early 2000s, VIVA arrived at a time when Indian pop was still obsessed with polished perfection. Their existence alone felt rebellious because five women were suddenly taking up space together outside Bollywood's shadow.

For young audiences back then, VIVA represented freedom. Their music felt bolder, louder, and far less delicate than the traditional playback style Indian listeners were used to hearing from female singers.



But the industry surrounding them was far from empowering. Female artists were expected to look perfect, behave perfectly, and never appear “too difficult". Even media coverage often focused more on rumours and internal drama than the actual music they were creating.









Today's generation of girl groups faces a completely different kind of presence. The gatekeepers are no longer just music executives or TV producers; they are algorithms.



Modern artists are expected to constantly perform online. If they are not posting reels, livestreams, dance trends, skincare routines, or behind-the-scenes clips, the internet simply moves on to someone else. Fame is no longer built on mystery; it is built on constant visibility.

The pressure has turned pop stars into full-time content creators.<br><br>Why does W.i.S.H. feel so Gen Z? This is precisely why W.I.S.H. connects so naturally with younger audiences. They understand that Gen Z fans do not follow music anymore; they follow personalities.<br><br>Their content feels polished without losing individuality. One moment they are delivering choreographed performances, and the next they are joking around in rehearsal clips like a chaotic friend group on Instagram stories.<br><br>That balance matters because Gen Z does not really believe in "perfect celebrities" anymore. Audiences now connect more with artists who feel emotionally accessible and real.<br><br>







There is also a bigger cultural change happening underneath all this.

Earlier generations were taught to view female success as competition, as though only one woman could occupy the spotlight at a time. But modern fandom culture thrives on collaboration, collective identity, and visible support systems.

That is why the idea of women succeeding together feels powerful again.

The new girl group is no longer about fitting into one perfect image. It is about confidence mixed with awkwardness, ambition mixed with vulnerability, and glamour mixed with internet humour.