What profession were you in before you started creating content, and when did you decide to take the plunge?
I was a lawyer before I became a content creator. I was 27 at the time, and through my travels, I realized how big content creation was becoming abroad and the potential it had once it would reach India. I started when there was no such term as “blogger” or “influencer,” nor the concept of digital or influencer marketing. I used to make fun, comedy content with apps like Dubsmash. Those took off well because you had only 15 seconds to grab the viewer’s attention. That gave me the initial push and visibility, and I haven’t looked back since.
When you started content creation, did you ever think you’d grow so much?
I knew it was a field with tremendous potential, but because hardly anyone was doing it at the time, there were always questions about what it could become. Even though I couldn’t have predicted the trajectory I’ve been on, I feel like I’ve still only scratched the surface.
Any tips for budding creators? How is it different now than it was when you first started?
Consistency is key in this field. It’s all about staying relevant, and for that, your content needs to focus on quality, relatability, and providing value. It’s different now because anyone who can provide value in any field can become successful on social media, whereas when I started, the focus was mainly on fashion or entertainment.
How cluttered is your space and what do you do to stand out?
The luxury space is cluttered because everyone likes the sound of being a “luxury influencer” or wants to be seen in that category. To stand out, you have to provide value specific to your niche. The audience you build over time looks up to you for that, and they are the best metric to understand whether your content is good or not.
Any crazy fan stories?
No crazy stories, just love. Whether it’s when fans come up to me for a picture or when they meet members of my family or friends and say, “You’re Abix’s mom and dad,” the recognition and hearing those stories make all the struggles and efforts worth it.
Tell us about a brand you really enjoyed creating content for.
I’ve been associated with Mercedes for a few years now, and since I’m passionate about cars, I absolutely love creating content around their launches.
You can’t take long breaks from the internet, and no matter how you feel, you have to show up regularly. Do you sometimes feel under pressure to be consistent and post content regularly?
To be very honest, it’s a vicious cycle. Yes, there is pressure to create content to stay relevant, but at the same time, you want to take time to create something different and more creative than what your audience is used to. Sometimes, it can feel overwhelming, and you just want to switch everything off and take a digital detox. It’s a good pressure, though, and I feel it’s present in any field. While it can lead to burnout, it also gives rise to a lot of creative ideas.
What was the defining moment for you?
The defining moments for me have been collaborations that took me abroad to represent India. I’ve done so with Jacob’s Creek, where I traveled to Australia, and also with Mercedes for the Singapore Grand Prix.
How is content creation different from other professions? What are the perks and challenges?
Being your own boss and having control over your time is the main difference when it comes to being a full-time content creator. It definitely has its allure since your time is spent working on something that benefits only you. The challenge is to be a focused individual who can set a schedule for themselves and effectively produce multiple pieces of content on a daily basis.
Tell us about the ups and downs you’ve experienced before you got this far.
As I mentioned, when I started, there was no concept of an “influencer” or “content creator.” Leaving a stable, well-paying job to pursue something that might take off in the future was difficult to explain to my parents and relatives. It was mentally challenging to explain what I was doing and how it wasn’t technically paying much yet but had potential. The upside came when I started appearing in newspapers, magazines, and on television. That’s when family members began to notice and understand what I was doing.
Which is your most viral reel? How long did it take you to create it, and did you anticipate its success? Reel Link
The most viral reel of mine is one where I use a filter to show my tattoo. That reel has done 16.5 million views, and it happened almost by fluke. I uploaded it because the filter created a nice 3D effect of my tattoo. I never expected it to do so well. I think every creator can relate to the fact that sometimes the content we put the least effort into performs incredibly well, while the well-curated pieces don’t always work as expected.
Reel Link: https://www.instagram.com/reel/CWP3z-jBJBX/
Who are your favorite content creators and who do you wish to collaborate with?
I love to take inspiration from creators who break the norms of what branded content should look like. Qmike, Pacman, and Alex Costa are some of my favorites. I think their content syncs with the style I want for mine. I genuinely want to collaborate with everyone. People who know me know I’m friendly, and no matter what field your content is in, I’m sure we can link up and create something together.
What’s next for you?
I’m actively auditioning and manifesting a role on an OTT platform. I feel I have the maturity and technical know-how to emote and research a character, and I think I can do a fairly good job in a script that suits me.
