You're mid-scroll on Instagram. Reels flicker past—dogs talking, influencers dancing, a cake shaped like a car. Fifteen seconds later, you've forgotten what you just watched. The screen is still glowing, but your mind feels foggy, restless, and strangely drained. This growing sense of mental fatigue and loss of focus now has a name: brain rot.Once a piece of internet slang, the term brain rot has entered mainstream mental health discussions. It captures the cognitive exhaustion and emotional numbness that stem from mindless consumption of endless online content.Dr Samir Parikh, Director of Mental Health & Behavioural Sciences at Fortis Hospital, Vasant Kunj, explained in a telephonic conversation with Business Standard, “Brain rot is not a recognised formal clinical diagnosis. It’s a metaphor gaining traction to describe the mental fatigue and cognitive decline linked to excessive digital consumption. It is a lack of using one’s own logic and common sense while consuming content online.”From Meme to Mental Health WarningAccording to media reports, the phrase has been around since at least 2007. Initially used online to joke about watching reality shows or playing video games for too long, the term gained momentum as short-form platforms like Instagram Reels, YouTube Shorts, and (formerly in India) TikTok exploded—especially during and after the pandemic. “Brain rot” soon became shorthand for the zombie-like state one experiences after hours of compulsive scrolling.Is Brain Rot Real?Though not a clinical condition, its impact is real. “It is common knowledge that if you are consuming anything that is not going to serve you, it will affect your health,” Dr Parikh said. Experts link excessive screen time—especially content designed for speed and emotional extremes—to poor focus, decreased attention span, and impaired memory. “While your brain is not literally rotting, its ability to function at peak cognitive performance might be under siege,” he warned.Why It Happens: Dopamine and DistractionThe brain’s reward system plays a role. Each like, swipe, or view gives a tiny dopamine hit, creating a loop of craving and instant gratification. Over time, content that requires low cognitive effort trains the brain to expect stimulation without any work. Constant tab switching and app-hopping fragment attention, while overexposure to emotional highs and lows dulls responsiveness.The result? You’re mentally tired, easily distracted, and emotionally checked out. Struggles include reading long articles, needing background noise constantly, zoning out in conversations, and forgetting content minutes after viewing it.Can You Reverse It?Yes, says Dr Parikh. “Since brain rot is not a clinical diagnosis, there is no prescribed treatment, but behavioural and cognitive solutions like limiting screen time, trying attention exercises, and mindful content consumption can reverse its effects.”Some strategies include:Digital detoxes—start with 30 minutes offline, build up to entire weekends.Re-training attention—read uninterrupted for 20 minutes, meditate, or journal without devices.Mindful content—follow creators who offer depth; switch to long-form content.Nature therapy—spend time outdoors to recharge and focus.Good sleep—avoid screens 1–2 hours before bed.Your brain wasn’t designed for endless scrolling. It thrives on stillness, deep focus, and real-world interactions. In a world that rewards distraction, the smartest thing you can do is pause. Step away. Let your mind breathe.