If your feed is suddenly full of dramatic love triangles between rajma chawal, momo, mayonnaise and even ras malai — welcome to the club. This bizarre “AI food universe” has quietly taken over platforms like Instagram, and somehow, it’s impossible to look away.
You might laugh at it. You might even call it cringe.
But chances are… you’re still watching Part 7.
These reels follow no logic. One minute it’s a courtroom drama between momo and chutney, the next it’s an emotional arc about mirchi and ras malai’s forbidden love story.
And yet, they work.
They’re fast, chaotic, colourful, and oddly gripping — the kind of content that doesn’t ask you to think, just to keep watching. Before you realise it, you’ve spent an hour scrolling through content that makes absolutely no sense… but feels weirdly satisfying.
The reason this content feels addictive isn’t accidental — it’s rooted in how your brain works.
Experts say such short-form videos tap directly into the brain’s reward system through dopamine, the chemical linked to pleasure and motivation.
Each reel gives a tiny dopamine hit. And because every next video is slightly different, your brain keeps chasing the next reward — similar to how slot machines keep players hooked.
That “just one more reel” feeling? It’s engineered.
It’s not just about addiction — it’s also about escape.
When you’re stressed, tired, or overwhelmed, your brain looks for the easiest way to switch off. And this kind of content delivers exactly that:
It becomes a quick mental hideout from reality — a break from work, responsibilities, or even overthinking.
In a world where everything demands attention, “mindless scrolling” feels like relief.
Watching a few reels isn’t the issue. The problem starts when:
At that point, it starts resembling a behavioural addiction — not because of the content itself, but because of the loss of control.
Let’s be real — you’re probably not deleting Instagram today. And that’s okay.
Experts suggest small, practical steps instead of going cold turkey:
Decide when and how long you’ll scroll. Even a 30-minute cap helps.
Keep your phone away during meals, before bed, or while working.
Swap scrolling with something equally easy:
If you’re scrolling because you’re stressed, bored, or lonely — address that, not just the screen time.
Cutting down slowly works better than quitting suddenly. It helps your brain adjust.
Probably not immediately.
Because the momo-mayo courtroom drama is waiting. And yes, Part 8 might finally reveal what happens to mirchi and ras malai.
But now at least you know why you’re hooked — and how to take back a little control.
