What profession were you in before you started creating content, and when did you decide to take the plunge?
I started working at 18, initially writing for a couple of influencers. My first gig was with Saloni Gaur. Her brother Shubham, who had seen some of my tweets on Twitter, reached out to me. I ended up writing for Saloni for her Amazon Prime IP in 2020, where I worked on scripts for three months, including a few brand videos. It was an amazing learning experience, especially from her brother, who’s a great writer with perfect timing. Before that, in college, I had a brief internship through Internshala that paid me 1,000 rupees a month. They made me work like crazy, and the senior I reported to was mean, so I quit within 20 days. After working with Saloni, I joined a social media agency called One Hand Clap, managing a YouTube account. I was a content creator for YouTube Spotlight, working across different YouTube branches for 1.5 years. I left that role in April 2022 because my college reopened for in-person classes, and I couldn’t keep up with the demands of both offline college and a job. That was also when my content began to take off, largely thanks to my Gen Z series. We started monetizing, so I felt I could focus solely on college. In 2022, I was a college student and a content creator. In 2023, I officially graduated and have been freelancing ever since.
When you started content creation, did you ever think you’d grow so much?
Not at all. Creating content was never really on my radar. I joined NIFT for fashion communications and thought I’d go into fashion journalism, styling, or photography. But then the pandemic happened, and our opportunities for internships and experience plummeted. Luckily, I had that gig with Saloni, and it showed me I had potential as a writer. I’ve always been the funny friend in my group, and people enjoyed my tweets. My dad was actually the one who encouraged me to write for myself and make content. Although I was camera-shy and still feel awkward being filmed in public, I pushed myself to overcome those fears. Back then, I had no idea that A) this would turn into a career, and B) I would enjoy it so much.
Any tips for budding creators? How is it different now than it was when you first started?
When I started, the content creation space was like a chaotic “khichdi.” None of us knew what we were doing, and there was a lot of competition, even a bit of cattiness. Nowadays, I feel like there’s a stronger sense of unity among creators, which is great. Today, with so much saturation in the market, authenticity is key. My biggest tip? Build a community. It’s essential to have an audience that genuinely cares about and engages with your content. I check in with my audience every month or so, asking what they’d like to see next. They’ll say, “Do more vlogs” or “Gen Z content,” and I keep that feedback in mind when planning. Understanding your audience helps you plan strategically. My audience is mostly young women, so I create content relatable to them. In these last few years, I’ve built a relationship with my followers, and it feels like they’re my friends because I overshare my life with them.
How cluttered is your space and what do you do to stand out?
Honestly, I’m very delusional—silly, even. I live in my head so much that I don’t even try to “stand out.” I focus on creating content that reflects my own experiences. Last year, when I moved to Bombay, I shared content about living in Bandra and the differences between Mumbai and Delhi. This year, I’ve leaned into my “feminine energy,” with most of my content aimed at women. My content evolves as I grow, and that personal evolution helps me stand out.
Any crazy fan stories?
Not crazy, but recently I had a really touching experience. I was at a Via Yoga panel, not feeling well, and this sweet girl came up to me with tears in her eyes. She held my hand and told me how much my content helps her love herself more. It was so uplifting—especially when I was feeling down and wanted to just go home. Hearing that I could have a positive impact on a stranger’s life was incredibly empowering. Growing up, I wished for someone like that, and I’m grateful to be that figure for others.
Tell us about a brand you really enjoyed creating content for.
There are so many! Recently, I worked with Neutrogena, which was exciting because I got to try something more editorial and experimental. I’m leaning into more fashion and beauty in my content, working on better editing. I genuinely put my heart into every brand I work with since it also reflects on my page. And brands that give minimal feedback? Always a pleasure to work with them.
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?
Of course, every day. Just yesterday, I had a mini panic attack over Instagram’s fluctuating reach. My reach dropped after I went home to Jodhpur, fell sick, and spent 10-12 days recovering from a viral fever. My mom reminded me that if I’m not well, I can’t post content, and nothing else matters if I’m not okay. Lisa, my wise manager, recently told me to treat content creation like a job and not take things personally. If my content doesn’t perform well, I’ll analyze it, rework it, and improve without taking it to heart. I’ll always keep showing up, working harder, and evolving as a creator until I stop loving this—which I hope never happens.
What was the defining moment for you?
I think people really noticed me when my Gen Z content took off in 2022. Last year was challenging for me, moving to Bombay and adjusting to living alone. But this year, I’ve found my voice, met amazing people, and learned to be content by myself. This feels like just the beginning. I’m pushing myself, working harder, and trying new things I wasn’t comfortable with before.
How is content creation different from other professions? What are the perks and challenges?
Content creation can be soul-draining at times. We sometimes end up creating content we’re not completely proud of, whether for brands or just for numbers. But there are definite perks—you get to capitalize on something you love and work independently. I’ve always wanted to work independently, without a strict reporting structure. But there are challenges. Content creation takes a toll on your mental and physical health, and it’s easy to start doubting yourself. Moving to Mumbai has given me some social anxiety. This industry can reduce your worth down to numbers—reach, engagement, and followers. It’s humiliating to be judged by metrics, and last year, I got wrapped up in that. But this year, I’ve found my grounding and surround myself with people who matter. It’s still a work in progress, but I’m learning to manage.
Tell us about the ups and downs you’ve experienced before you got this far.
I still remember when I was at 15k one of my videos got viral. It reached 100k. It reached a million and then I think I just had my fame of 15 minutes. My downs have been getting called out, which is correct. I once got called out on problematic content and I apologize for that. But that was the first time I was facing something like that, like so much hatred on the internet. I often used to scroll through reddit earlier and I would read very bad shit written about me. I would feel really upset, but you can’t please everyone. So I’ve stopped going on reddit to read things about me. And yeah, I think it’s, I’ve pretty much answered that question and the above answers also
Which is your most viral reel? How long did it take you to create it, and did you anticipate its success? Reel Link
Virally reel in terms of numbers. I think I created this year as a 14 year olds on Valentine’s Day, which is I feel like at 10 million right now! And I also made eldest daughter last month, eldest daughter in relationship, which is also close to 10 million. So that’s like my most recent viral reel. I feel like, you know, I didn’t even want to post it. It’s so funny. I didn’t even feel like posting it because I didn’t have any content ideas and I was just like, I don’t know what to talk about. I don’t know what to post about. So I was writing it on my notes app and I was talking about how I am in a relationship because I’m the eldest daughter, how I am evolving ever since I’ve been in a relationship and I was just talking to my best friend about it and I was talking to her and I was writing a script and I sent it to her immediately and she’s like, bro, it’s so funny. Why don’t you post it? I was like, I don’t know. I don’t know. It’s so weird, but she’s like, you know what, do it. Don’t think about it. So I shot it and within like a day, it had reached, I think, 5 million views and I was like, what? Because that’s never happened to me earlier, but I’m really happy it did and it’s given me another IP to diversify into. I already have a couple of IPs, but I feel like it’s just adding a feather to my cap. So, yeah, I feel like creativity just comes, sometimes it doesn’t come to me for a month, sometimes it comes to me for 5-10 minutes where I write 10-15 scripts together and I just spend the rest of my month editing it, shooting it, posting it. So it’s, I can’t put a timeline to it, but I don’t know how my brain functions at this point.
Who are your favorite content creators and who do you wish to collaborate with?
I definitely just want to collaborate with Diljit Dosanjh at this point. I feel like he’s hilarious. I love his vlogs. He’s just so funny as a human being and I think he’s going to kill it if he starts making content, which I’m sure he doesn’t need to, but every time he puts out a mini vlog, I love it. Like, I favorite mark all his reels. So one day and of course Shah Rukh Khan, like I’ve been manifesting it for years.
What’s next for you?
Next for me is probably finding some inner peace and relaxation and balance in my life so that I’m not so greedy for numbers, for fame, for wealth, for success, for relevancy. So personally, yes, I just want to find security in myself. Like, I want to feel secure. I want to feel, which is so odd. Like, I’m in my early 20s. I’m not supposed to talk like I’m in my 50s, but okay. And as a creator, I want to write for my own project. I want to get into writing properly. I want to put out projects that I’m really passionate about, whether it’s a feature film, whether it’s a series. I want to act in it. I want to take it global. I don’t know, life’s long and I haven’t thought about it so far. So anything that comes my way, I will happily accept it with open arms because I’m sure if it’s coming my way, it’s meant for me. And meeting Shah Rukh Khan.
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