India’s new YouTube celebrities are going well beyond urban audiences, with varied languages and content.
ZOOMED IN: MULTI-COLOURED flowers, fluttering in the breeze; zoomed out: A green field, mud huts and a river in the background, a large, oval watermelon in focus. A wizened face with a toothless smile comes into the frame.
Mastanamma, as the small, grandmother-like figure is fondly called, wears a simple cotton saree, her hair in an oiled bun, and a mischievous glint in her eyes. She is cooking chicken inside the watermelon, using a traditional recipe and a simple coal chulha outdoors, speaking in Telugu that is translated into English subtitles. Mastanamma claims to be 107 years old, and lives in a village near Guntur, Andhra Pradesh. She has 1.1 million subscribers on YouTube—clocking up to 15 million views on each video.
Mastanamma’s fans are from Rajasthan, Pakistan, Canada, Colombia, Serbia, Mexico, Indonesia… the list goes on. Hers is the new face of India’s YouTube celebrity, steadily pushing past urban and linguistic borders and barriers. As India’s nonmetro population gets increasingly hooked to mobile data and offbeat content, a new category of YouTube stars is emerging—and they are no longer just of the typically popular young-male-urban-comedian variety.
Denne historien er fra December 21, 2018-utgaven av Forbes India.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent ? Logg på
Denne historien er fra December 21, 2018-utgaven av Forbes India.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent? Logg på
Home-Cooked Meal Is Now Greatly Valued
The pandemic has also brought with it an improved focus on hygiene, use of technology in dining, rise of cloud kitchens and resurgence in popularity of Indian ingredients
Paytm 3.0 - Reaching Near Breakeven In Two Years
As of 2020, Vijay Shekhar Sharma’s super app for financial services had run up losses in thousands of crores. Now, as digital payments gets yet another boost courtesy Covid-19, he’s hopeful of reaching near breakeven in two years
THE PANDEMIC HAS CAUSED WOMEN GREATER LABOUR PAIN
Covid-19 has shown that women are more likely to face the brunt of job losses than men, and find fewer opportunities when they want to resume. That apart, several have to deal with increased hours of unpaid work at home and even domestic abuse
LEADERSHIP WILL BE ABOUT SEEING THE BIGGER PICTURE
Leaders must not only guard their teams first during a crisis, but also deal with stakeholders with respect and dignity. And apart from pursuing business goals, they should remain committed to our planet and the environment
PHILANTHROPY SHOULD BE HUMBLE, BUT NOT MODEST
Apart from building a flexible and resilient framework for the future, philanthropists, civil society and the government must work in tandem so that every rupee is absorbed on the ground
INTEGRATED HEALTH CARE, TECH WILL DISRUPT SECTOR
While clinical research will get a boost, having a skilled workforce and public spending on health care will be challenges in the near term
DIGITALISATION WILL HELP IN VALUE CREATION
As the pandemic brings technology and innovation to the core of business and daily life, the next decade will see about 150 million digital-first families in India
Industry 4.0: Climate Revolution?
Augmenting sustainability alongside digital capabilities is an economic, competitive and global opportunity for India’s businesses, but regulations need to reflect intent
EV Dream Still Miles Away
Electric vehicles have remained a buzzword in India for years. But not much has moved on ground due to high upfront costs, range anxiety and charging infrastructure
Living Waters
A virus has caused us to scramble for oxygen but our chokehold on the environment is slowly strangling the very waters that breathe life into us. The virus is a timely reminder: We are merely consumers, not producers of life’s breath on this planet
