From jokes between friends to public health messages, the phrase is sweeping though Indian communities worldwide, thanks to Facebook, WhatsApp and a good dose of humour

A traditional Gujarati turn of phrase is enjoying a global revival after its essence has been captured in an emoticon, adapted into memes and pinged around the world. One city in the western Indian state is using the craze to popularise its public health messages.



Jo Baka, an affectionate greeting which translates loosely as “look dear” or “see my friend”, was traditionally heard on the streets of Ahmedabad and Vadodara. Now it’s everywhere, mostly thanks the Facebook and WhatsApp, the instant messaging service with 65m users in India alone.

Some say the emoticon was created in Rajkot in Gujarat, others say it came from Mumbai in Maharashtra, but no one seems too concerned. Over 350,000 have been created in the last couple of weeks through specialised meme makers available on IOS and android, which allow users to pick a version of the emoticon, add an affectionate or funny statement and share instantly with their friends.

In Surat, Gujarat’s second-biggest city, the Municipal Corporation (SMC) tasked with city planning has been quick to jump on the viral wave, adding its watermark to memes carrying civic messages such as, “If you want to eat first wash your hands” and “Never eat food in a dirty hotel”.

Facebook Twitter Pinterest A message from the Clean Indian Mission seen in Gujarat says: ‘Don’t spoil your life by eating tobacco, don’t spoil others by spitting on the floor’

According to Vaishali Patel, a journalist for the Gujarati Guardian, the SMC was already tech-savvy; earlier this year, it launched a WhatsApp number for citizens to submit pictures, videos or voice messages detailing any problems with the city’s infrastructure.

The SMC also developed an android app to track property tax, register births and monitor rainfall – welcome in a city that is vulnerable to flooding , exacerbated by the double challenge of climate change and rapid population growth.

Surat’s deputy health minister, Dr Hemant Desai, says he disseminated the Jo Baka health messages by WhatsApp to his contacts, and soon everyone had them. Health advice is also being shared organically, including one which warns against opening Wikipedia before going to visit the doctor.



WhatsApp’s popularity is thanks to relatively low data charges on smart phones, and the ability to share images, videos and voice messages with groups of up to 50 people. According to NTDV, in India “WhatsApp groups are the new social groups”.

Facebook, which bought WhatsApp in February this year, has 243m active users across the country; both are credited with driving forward smart phone penetration. The Indian messaging service Hike may also be encouraged by the uptake of Jo Baka.

Facebook Twitter Pinterest This example depicts Obama admitting that the US made a mistake

Has the involvement of officials done anything to dampen people’s enthusiasm? “Not at all,” says Patel, who estimates the craze could last for another three to four weeks at least.

Jo Baka is also seen to be addressing national issues and even international politics. One suggests that the recent success of India’s Mars mission has altered the destiny of the Hindu astrology charts, so that budding couples now need only worry about Saturn.

In another, US president Barack Obama apologises for denying the Indian prime minister Narendra Modi a visa when he was chief minister of Gujarat in 2005. Shortly after taking the premiership this year, Modi was welcomed with a special reception at the White House.

It has spread to Gujarati communities outside the state and overseas. Patel says the tone of communication with the diaspora can be understood as: “Look dear: however busy you are, you have to call me once a week.” She has also started sharing Bo Bakudi memes, the female incarnation, between friends.

Patel made this meme for a friend, affectionally asking her whereabouts

Film-maker Devesh Kulshrestha, who moved to Surat four years ago, says the craze has helped to understand “the common approach of speaking” Gujarati, which differs slightly from the Hindi he grew up with.



Unlike some viral trends, this is not a phenomenon limited to the younger generation. Faysal Bakili, a journalist at Chitralekha, a weekly magazine for the Gujarati community, says his 64-year-old editor sends one to his staff every morning and has been using it for promotion: “Jo Baka: if you want to read, read only Chitralekha.” Bakili believes it will reach “the distance of every city – we are a global village”.