- Indian journalist performs a symbolic ‘digital snan’ for actress Sydney Sweeney at Prayagraj’s Sangam.
- The viral video follows controversy over Sweeney’s American Eagle ad campaign.
- Social media erupts with memes, satire, and cross-cultural commentary on fame and forgiveness.
Hollywood star Sydney Sweeney unexpectedly found herself part of a spiritual ritual in India—virtually, at least. In a viral Instagram video, Indian journalist Deepak Goel dips a printed photo of the actress into the sacred waters of Triveni Sangam, Prayagraj, performing what he calls a “digital snan” (virtual holy bath).
The video, dated August 3, 2025, has ignited a mix of amusement and debate online. While some users saw the act as satirical commentary on celebrity controversies, others questioned its relevance and Sweeney’s lack of consent.
From Hollywood to Holy Waters: Sydney Sweeney’s Image Gets ‘Purified’ in Viral Indian Ritual
Deepak Goel, who describes himself as a “Digital Snan Guru,” began this trend during the Maha Kumbh Mela earlier this year. His goal, according to his posts, is to digitally cleanse people of misfortune or controversy by ceremonially dipping their images into sacred Indian rivers. The ritual is steeped in cultural symbolism, but also draws attention as performance art in the age of virality.
Sweeney has recently faced backlash for her denim ad campaign, where she appears in a commercial suggesting her “great genes” in reference to her jeans. Critics interpreted the wordplay as tone-deaf and insensitive, especially given ongoing global discussions around race and privilege in fashion branding. American Eagle, however, stood by the campaign, stating it celebrates individuality and confidence.
In the midst of the controversy, Sweeney received support from prominent figures including former U.S. President Donald Trump, who praised her and encouraged consumers to back her campaign. This political nod only fueled the online discourse further, making her campaign—and backlash—a topic of international attention.
The digital snan video, whether sincere or satirical, brings forth a larger conversation: how rituals, faith, and humor are now repackaged for digital consumption. With social media as the stage, even a celebrity thousands of miles away can be included in a cultural ritual, turning individual actions into global theatre.
What began as a playful ritual has transformed into a viral event highlighting the collision of tradition, technology, and celebrity culture. In the digital age, even a sacred dip can make waves across continents.
“The medium is the message.” — Marshall McLuhan
