I had a lot of fun shooting for Aari after a 12-year gap : Mousumi Chatterjee
Aari,
directed by
Jiit Chakraborty
, is a family drama that explores the intricate relationship between a mother and her son, delving into the highs and lows that define familial bonds. The highlight of this film is the return of legendary actress
Mousumi Chatterjee
to
Bengali cinema
after a 12-year hiatus, portraying the role of the mother.
Yash Daasguptaa
plays her son, offering audiences a chance to see him in a more nuanced and emotionally driven role.
Nussrat Jahan
takes on the character of Aditi, a writer, adding depth to the narrative with her performance.
Calcutta Times
spoke to Mousumi, where she shared her thoughts on
Aari,
her equation with Yash and Nussrat, and much more. Read on...
Tell us about the film—
Aari
.
Aari
is a joyride of emotions, navigating the simplicity and complexities of everyday life. The film beautifully captures universal experiences and feelings, weaving a narrative that will make you laugh, cry, and reflect. What makes it truly special is its relatability—every viewer will find a part of themselves in the story.
Aari
, a true slice-of-life tale, blends nostalgia with contemporary storytelling, offering a cinematic experience rich in emotion, drama, and authenticity.
What made you say 'yes' to this film after such a long hiatus from Bengali movies?
Jiit came to Mumbai to narrate the story, and he was adamant about casting me as Yash's mother in the film. After my elder daughter Payal passed away, I confined myself to my home, as I still haven't been able to get over such a huge loss. In the meantime, many offers came my way, but I refused them all. This time, however, my younger daughter Megha insisted that I hear the story before deciding. It was both the story and Megha who convinced me to do the film. And I'm happy that I agreed, because working with Yash and Nussrat was truly a pleasure. As producers, they are marvellous and took great care of me. Also, I must say, my chemistry with Yash is something the audience will love watching on screen. Yash is extremely composed, quiet, and well-behaved, while Nussrat is beautiful, chirpy, and always smiling. With them around, it felt more like fun and a picnic on set.
Share your working experience with Yash, who plays your son in this film.
Do you know that Yash and I both close our eyes when we laugh? That's something we have in common! Nussrat knows that the camaraderie between Yash and me is fantastic—better than with her at times (laughs). On a serious note, what I liked most about Yash and Nussrat is their sincerity and empathy towards the team. There are emotional scenes between Yash and me where he bowled me over with his acting and body language. The key to emotional scenes is restraint—avoiding going over the top—and Yash did that perfectly.
We heard you enjoyed having
taaler bora
(sweet palm fritters) while shooting for the film?
Oh yes! While in Kolkata, I love having
bhaat
,
daal
, along with
gondhoraj lebu
. One day, I asked the team if I could get
taaler bora
, and I couldn't believe that Yash made sure I had it. The team sourced the
taal
and made
bora
on set. I enjoyed having it even more because of the sweet gesture behind it.
You were the leading actress in the 70s. What differences have you observed while working in films now?
I feel that discipline is lacking in many people nowadays—'short cut' has become the mantra. We used to consider our director as our
guruji
. Working with responsibility is something that's missing in today's generation. I see most of them busy with their phones, whereas in our time, we used to observe others acting so that we could learn and grow as artists. But believe me, I'm still learning—from the director to the spot boy—because that sincerity is ingrained in me.
Were you nervous when you gave your first shot for
Aari
after so many years?
Not at all—once an actor, always an actor. I was more curious to see how today's teams operate and shoot scenes. Many people ask if I missed the limelight during these years. Honestly, I didn't, as I was too involved with my family and dealing with the grief after losing my elder daughter.
Is the character you played similar to you in real life?
Yes—except that she suffers from dementia in the film, and I don't in real life. Otherwise, we are very similar—always laughing, enjoying life, and full of positivity. In real life, I want to live happily and focus on the positive side of everything because ups and downs are part of everyone's journey. I learned this from my parents, who were spiritual by nature. They taught me to enjoy every bit of life, as no one knows what tomorrow holds. I always say, I am God's special child who has received a lot from the Almighty. So, no regrets in life.
Sobar shonge bhaab, karo shonge aari noy.
(Stay friendly with everyone, hold no grudges.)
You're still known as Balika Bodhu and for your infectious smile...
Thank you to my audience—it is their love and appreciation that have made me who I am today. Everyone used to adore Uttam Kaku's (Kumar) smile. But he once told me, 'I get confused—whose smile is better, yours or mine?' What more could I possibly ask for?
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Hindustan Times
10 hours ago
- Hindustan Times
সুনীল গ্রোভার থেকে কপিল-ক্রুষ্ণা-কিকু, দ্য গ্রেট ইন্ডিয়ান কপিল শো টিমের প্রতি পর্বে পারিশ্রমিক কত পান তারকারা?
নচিকেতা চক্রবর্তী, চুমু বনাম ঘুষ, নচিকেতার বার্তা, ঢাকায় কনসার্ট, সামাজিক বার্তা সহ গান, জীবনমুখী গান, নচিকেতার বিতর্কিত মন্তব্য, বাংলা সঙ্গীত শিল্পী, ঘুষের বিরুদ্ধে বার্তা, নচিকেতার প্রিয় খাবার, Nachiketa Chakraborty kiss bribe quote, Nachiketa Chakraborty Dhaka concert 2024, Nachiketa Chakraborty social message, Nachiketa Chakraborty Hatirjheel performance, Nachiketa Chakraborty interview 2024, Nachiketa Chakraborty quotes, Nachiketa Chakraborty songs with social messages, Nachiketa Chakraborty Ambition song, Nachiketa Chakraborty Bangladesh performance, Nachiketa Chakraborty Bengali singer, Nachiketa Chakraborty Dhaka Melancholy concert, Nachiketa Chakraborty Hatirjheel Amphitheatre, Nachiketa Chakraborty Blue Brick Communications, Nachiketa Chakraborty Ferdous Ahmed collaboration, Nachiketa Chakraborty concert July 2024, Nachiketa Chakraborty KIB Auditorium performance this bollywood actress did longest kiss scene, bollywood actress longest kiss scene, bollywood actress elope with co star Subhasmita Kanji /entertainment/
NDTV
13 hours ago
- NDTV
Taste Delhi's Best Street Food For Rs. 50 Or Less - Here's Where To Go
From the smoky lanes of Chandni Chowk to the bustling corners of Lajpat Nagar, Delhi's street food scene is nothing short of a sensory carnival. The city tells fascinating stories through its food - stories of spice-laden chaat, buttery parathas, sizzling tikkas, and syrup-drenched jalebis. Here, every lane has its own flavour, and every vendor has a secret recipe passed down through generations. But what makes Delhi's food culture truly iconic is its diversity. You will find an outstanding blend of Punjabi, Mughlai, Bihari, Bengali, South Indian, Tibetan, and even Afghani cuisines sizzling together on roadside tawas and bubbling in kadhais. But here is the cherry on top: in a city where a latte can cost more than your Uber ride, Delhi still serves full-blown flavour bombs for less than Rs. 50. Yes, you read that right. So, whether you are a college student, a budget traveller, or just someone who believes the best food comes wrapped in newspaper and served with a smile, this list is for you. Let's uncover the top 9 Delhi street foods under Rs. 50 that are big on flavour and light in the pocket. 1. Ram Ladoo: Approx. Rs. 30 These deep-fried moong dal fritters are topped with shredded radish, green chutney, and a sprinkle of masala that hits hard on your palate. Crunchy on the outside and fluffy inside, they offer a warm hug any time of the day. Where to try: Lajpat Nagar, Janakpuri, and Tilak Nagar. 2. Kulhad Chai And Bun Maska: Approx. Rs. 40 Need a break from the chaos? Sip on kadak kulhad chai with a buttery bun maska on the side. It's the kind of snack that defines comfort on a hectic day. Where to try: Chai stalls in Connaught Place and Kamla Nagar. 3. Gol Gappe: Approx. Rs. 20 Per Plate Pani puri, puchka, gol gappa, call it what you want, but this street food tugs at heartstrings instantly. You will find it in almost every corner of the city. Pro tip: Ask for the sukha one at the end. It's like dessert after a perfect meal. 4. Bread Pakora: Approx. Rs. 25 Stuffed with spicy mashed potatoes, dipped in besan batter, and deep-fried to golden perfection, bread pakora is a total delight. Pair it with green chutney and you have got yourself a meal without burning a hole in your pocket. Pro tip: Go for the fresh, straight-off-the-tawa ones for the perfect crunch. 5. Chole Kulche: Approx. Rs. 40 Soft kulchas paired with spicy chole and tangy onion salad - this combo is pure bliss. It is filling, flavourful, and if you are lucky, they will throw in a green chilli for free. Where to try: Dilli Haat, Karol Bagh, and Chandni Chowk. 6. Aloo Tikki Chaat: Approx. Rs. 35 Crispy potato patties dunked in curd, chutneys, and masalas, this dish is sweet, spicy, tangy, and crunchy all at once. Ask for extra chutney for that added zing. Where to try: Janpath and Bengali Market. 7. Kachori Sabzi: Approx. Rs. 30 Flaky, spicy, and dripping with nostalgia, kachori sabzi is for those who like their breakfast with a side of chaos. The sabzi, usually a spicy aloo curry, pairs perfectly with hot, fresh kachoris. Where to try: Head to Old Delhi for a classic breakfast experience. 8. Veg Momo: Approx. Rs. 50 Steamed or fried, these Tibetan dumplings are Delhi's adopted favourites. Usually served with fiery red chutney and a dollop of mayonnaise, they are a go-to snack for many. Where to try: Majnu Ka Tila and North Campus. 9. Falooda Kulfi: Approx. Rs. 40 End your food trail on a sweet note with creamy kulfi topped with falooda and rose syrup. It is the perfect dessert to cool down after a spicy binge. Pro tip: Take a post-dinner stroll near India Gate and grab one on your way home. Who says you need a fat wallet to eat well in Delhi? With just Rs. 50 in your pocket, you can taste the city's soul, one bite at a time.
India Today
14 hours ago
- India Today
The new creator economy: How digital influencers are turning passion into profit
(NOTE: This article was originally published in the India Today issue dated June 9, 2025)I never saw the world beyond my home. I never wished to because I was content with what I had. But, one day, my son said, 'Ma, you cook so well, why don't you share it with the world?' I was shy, afraid of facing the camera, afraid to speak. But, slowly, social media taught me to be seen, to be heard, to be loved.' Fifty-one-year-old Usha Bishayee, better known by her digital moniker@oldays_kitchen, won 430,000 hearts and 4.7 million views with this reel, in which she describes her first trip outside West Bengal, the first flight she took to Mumbai, where she'd eventually meet, and dance, alongside Instagram head Adam is one of India's 4.6 million creators aka influencers for whom video-sharing platforms like YouTube and Instagram have been life-altering. Viewers couldn't get enough of Usha's scrumptious Bengali recipes and soon brand collaborations started streaming in. Today, Usha quotes the price of an iPhone 16—a neat Rs 75,000—to big brands. Son Suprabha handles daily operations, and the duo is looking to hire a manager given the explosion in Usha's rise of creators like Usha is evidence of how Indians are warming up to individuals who want to show their authentic selves, often from the comfort of their homes. It helps that we are second only to Brazilians and Indonesians in time spent online—1.1 trillion hours in 2024 as per consulting firm EY, an average of five hours a day glued to mobile screens, of which 70 per cent is spent on social media, video platforms and gaming. The most populous nation in the world also makes the highest number of Instagram reels and has the most YouTube channels (over 100 million, with over 15,000 having over a million subscribers). Little wonder that digital channels eclipsed TV to emerge as the biggest segment of the media and entertainment (M&E) industry, generating Rs 80,200 crore in revenues in India's creator economy is now seen as a sizeable part of the M&E ecosystem. At the recent World Audio Visual and Entertainment Summit (WAVES) in Mumbai, creators and digital platforms were as much the centre of attraction as Bollywood celebrities. TechnicalGuruji aka Gaurav Chaudhary moderated a panel, food and travel influencer Kamiya Jani aka Curly Tales was part of one; and there was Creatorsphere, a pavilion devoted to the fast-growing industry. In his opening speech, Prime Minister Narendra Modi hailed the creator community, saying, 'As the orange economy booms, I will tell every young creator in India, whether you are a musician in Guwahati, a podcaster in Kochi or designing a game in Bengaluru, you are all bringing a wave in Indian economy, a wave of creativity.' He also met the 750+ finalists of the Create in India Challenge and announced the establishment of an Indian Institute of Creative Technology in Mumbai, to train a new generation of creators with new skills. ANYBODY CAN BE A CREATOR'You can say that India has become a creator nation without batting an eyelid,' says Ajay Vidyasagar, managing director, YouTube South East Asia and Emerging Markets. 'The sheer energy and speed at which Indian creators are finding their voice and thereon succeeding on a platform like YouTube is extraordinarily inspiring.' In 2022-2024, YouTube paid Rs 21,000 crore to those who create content in India: a sector that includes not just traditional media giants but also a burgeoning band of solo creators and artists. It plans to invest Rs 850 crore in the coming two years to accelerate growth. The magic of India's content creation revolution, feels Vidyasagar, lies in how 'diverse, ambitious and complex' it is and driven by youngsters hungry to learn and grow. 'It's not just one vector, one type of content shining. The plurality of formats and verticals and languages has led to this extraordinary inflection,' he driving this creative explosion? The widespread access to affordable internet and cheaper smartphones certainly, making it easier to consume content on social media. But it is also the lightning speed at which content is being created and going viral, leaving you with no choice but to take note. Take, for instance, the delightful 'Prashant' meme. In this short split-screen English tutorial video—titled 'What is this called?'— young creator Ayush mispronounces an AI-generated enunciation of croissant as Prashant. Ever since it broke the internet in March, the quirky video has amassed over 17 million views, even landing Ayush an ad with Philips Home Living where he relishes, what else, a croissant while promoting an air fascinating is that creators don't even have to follow any logic or lofty standards for their content; anything and everything goes. How else does one explain the virality of Assam's Rajkumar Thakuria, popularly known as Raku Da? A 70-year-old retired banker, his 'cringe pop' renditions with titles like 'You are a doctor, I am a driver', have struck a chord way beyond Northeast India, winning him 80,000+ subscribers on YouTube and 236,000 followers on Instagram. Being seen with creators has now become a means to keep up with pop culture trends and remain relevant. And so it is that Bill Gates is sitting down for an interview with one of India's most popular podcasters, Raj Shamani (10 million YouTube subscribers and growing), as well as having tea made by Dolly Chai Wala (5 million Instagram followers), a Nagpur-based tea-seller known for his flamboyant style and signature way of serving creators are also going places. At the 2024 Paris Olympics, Instagram dispatched Barkha Singh and Karan Sonawane (@focussedindian) as part of its creator squad to create a buzz for the Games with behind-the-scenes content and engaging videos. At Cannes, you now see more creators than film stars on the red carpet. This year, lifestyle creator Sakshi Sidhwani made waves with her Cannes-do spirit and Indian curiosity is not restricted to frivolous or 'so-bad-it's-good' videos. Thousands of creators are leveraging digital platforms to share content, build communities, inspire change and earn a sustainable livelihood. Santosh Jadhav, a farmer from Karve village in Maharashtra, for instance. Known online as @indianfarmer, he has uploaded 5,000+ videos since 2018 as part of his mission to make farming a 'respectable business'. 'I realised kheti [farming] isn't seen as a business. Paisa milta nahin. Shaadi hogi nahin. Market haath mein hai nahin (You won't earn money, won't find a girl to marry and the market is not in your hands). Climate is an issue,' he says. 'Let's change that image. Let's make videos that educate and benefit others.' He and co-founder Akash Jadhav are leading the change. It has got them 4.94 million subscribers on YouTube, a production team in Pune and an annual turnover of Rs 1.5 crore in ad revenue and brand deals. Despite his success, Santosh still works in the fields, growing sugarcane, capsicum, cucumbers and more. 'Our vision is to encourage sustainable and profitable residue-free farming,' he says. The Jadhavs have also pivoted to educational content, launching their first online course—on growing tomatoes—for Rs 2, SHOW ME THE MONEYIn 2017, one already saw sure signs of evolution, with all the popularity inevitably being leveraged and marketised. That year, Viraj Sheth and Ranveer Allahbadia (@beerbiceps) set up Monk Entertainment aka Monk-E, a creative digital media organisation aimed at bridging the gap between influencers and brands. Today, it represents some 120 creators across domains that include food, beauty, fashion, travel, lifestyle, podcast and technology. Among them is fashion creator Nancy Tyagi, who turned heads at Cannes last year with a striking pink gown that she designed herself. 'Content creators are like five companies packed into one,' says Sheth. 'For brands, it reduces their cost significantly, gives them better relatability with audiences and facilitates far more ease of communication.' It's why they are choosing creators over the pricey, even fussy, Bollywood and sports celebs for quicker, targeted Covid pandemic deepened the trend, opening up a wealth of opportunities for creators, primary among them a captive audience seeking to escape the dystopia outside. With access to celebrities restricted, brands increasingly turned to creators who not only acted, directed and distributed their content, but also had an active online presence and highly engaged marketing is not just empowering creators but also translating into money. The Goat India Influencer Marketing Report, 2025, valued the industry at Rs 3,600 crore in 2024, projected a growth of 25 per cent in 2025. 'The new marketing model has evolved from just building brand salience to capturing attention and driving engagement. Influencers have been central to this shift by creating authentic, relatable relationships with their followers,' says Pratik Ved, vice president—skin care, Hindustan Unilever Limited. HUL has collaborated with digital creators like Ankush Bahuguna and Komal Pandey for campaigns across brands such as Dove, Simple, Ponds and Vaseline. 'It's no longer just about follower count,' Ved adds. 'We look for influencers whose values align with the brand, who speak authentically, and who have a meaningful connection with their audience.'According to industry insiders, a beauty, fashion and lifestyle creator with a million followers and engagement of 50,000-700,000 views can earn Rs 5-10 lakh for a reel and Rs 2-3 lakh for an Insta story. Meanwhile, a popular entertainment creator with the same reach can earn Rs 80 lakh-1.5 crore a year. Instagram also has 'Born on Instagram', which connects brands to creators, and a Creator Marketplace to further strengthen the partnership. Among its benefeciaries is Pune's Madhura Bachal (@madhurarecipe Marathi), 45, who best demonstrates the entrepreneurial streak of India's creators. One of the earliest to join YouTube back in 2008 with the goal of putting Maharashtrian cuisine on the world map, the former banker began by shooting videos when her baby was asleep. In 2016, she realised she would gain subscribers far more quickly if she went local, and so started another channel in Marathi. Today, apart from running three channels and writing 12 books, Madhura has her own line of spices and kitchen appliances, which she retails online. 'I am making more as a content creator than I did as a banker,' she says, revealing how she makes a six to seven-figure sum monthly from brand collaborations and content monetisation. It is a matter of intense pride and joy when she sees popular food creators like chef Ranveer Brar, YourFoodLab and Kabita's Kitchen post Maharashtrian everyone is in it for the money, though. For 'changemaker' influencers, it's about doing the right thing. Take environmentalist Malhar Kalambe, for instance, who organises beach clean-ups. Or Siddhesh Lokare (@sidiously), who ties up with brands to help those on the fringes and spotlight stories of everyday heroes. In the case of Revant Himatsingka (@FoodPharmer), revenue comes less from brands and more from speaking engagements for corporates and colleges. More than the views, it's the impact his videos have that matter more to Revant, his most recent success being the CBSE mandating a 'sugar board' in all its schools—highlighting the sugar content in soft drinks—in response to his #SugarBoardMovement. The move even merited a mention in an episode of PM Modi's Mann Ki Baat programme. THE MORE THE MERRIERIt's a myth that India's creator economy is primarily a Gen Z phenomenon or that it has a predominantly metro presence. It's an industry that welcomes everyone. Have a shooting device, an internet connection and a modicum of talent, good or bad, and you're on. Rupali Singh (@sad_rupaa) from West Medinipur in Bengal is happiest when she is creating Insta reels and YT shorts dancing to Hindi songs—her 'Tauba Tauba' jig with her two sons notched up 88.2 million plus Bhabda's mimicry skills are so impressive that L'Oreal placed her with its brand ambassador Alia Bhatt on a couch and had her imitating the actress pitch-perfectly, to much laughter. 'Once I have cracked the voice and the character, I just start rolling,' says the 25-year-old, whose love for impersonations dates back to when she'd mimic her teachers at school. From living in rented accommodations for 18 years, Chandni's work on social media today has earned her enough money to buy her own pad in Mumbai suburb Andheri. Says Chandni, 'I want to feel something and then make it. I want to tell stories. Brands love me for that. You give me a timeline, I will make it happen with no compromise on quality.'The democratic nature of the platforms has given wings to not just Gen Z-ers like Chandni but even Gen Alpha. Aaditya Shukla was 10 when he began making videos on Insta because he had 'nothing to do other than studies' during the lockdown. His first earning was Rs 2,000, when his follower count was 10,000. Five years later, he has balanced studies and reel-making to have brands like Domino's wooing him to reach his teenage Insta audience of 1.6 million. Having lost his father in 2018, Shukla is happy to join his two elder siblings in helping his homemaker mother. 'I have already built something, I won't have to suffer much later,' says it's not just shorts that sell, long format, too, has an audience of its own, emboldening creators like Raj Shamani to go from 45-minute interviews to 2-3 hour-long ones on his YouTube podcast show, Figuring Out. 'I don't believe attention spans are getting shorter. I think the ability to judge content is getting faster,' he says. The go-to podcaster currently has 50 people working for him in several capacities, allowing him to put out three episodes a week and 25 shorts a day across seven channels and several yet, most agree it's just the start for a young economy (just about 15 years old) that's hard to ignore. 'In India, we don't have enough creators with critical mass yet. We are in the stage of building it,' says Vinay Pillai, chief business officer at Pocket Aces, which runs Clout, a talent management wing that currently boasts 225 influencers. 'Once it manifests itself, where we get creators like Kylie Jenner or Mr Beast, you will see the next step for the creator economy. Monetising the distribution they have built into commerce will radicalise the industry.' Pillai believes the next set of creators will be different and interesting, for their inspiration will not be film stars but their own kind. 'The best creators even today and 10-15 years from now will be those who take their authentic selves and turn the volume up, not those following trends,' he Intelligence will change the game even further, aiding the quick delivery of content. Tamil YouTuber Madan Gowri relies on tools like ChatGPT, Google's Gemini and DeepSeek for everything from research and scripting to editing and culling data on the issues that would drive audience engagement. 'It has helped me increase viewership,' he says. 'All we have to do is find the right prompt and curate our content accordingly.'THE ROAD AHEADA growing economy likely calls for greater supervision. Given the influence creators now wield on consumer spend, there's talk of the harm they can wreak on vulnerable audiences, especially children and young adults. The Advertising Standards Council of India's (ASCI) recent Influencer Compliance Scorecard showed that 69 per cent of India's top 100 digital stars failed to meet basic disclosure guidelines in brand collaborations. 'This signals a widespread lack of awareness or willingness to comply, risking audience trust and regulatory action,' says Manisha Kapoor, CEO & secretary general, ASCI. 'Influencer endorsements in sensitive sectors like health, finance, gaming and virtual digital assets pose serious risks to public safety.' The body expects influencers to disclose qualifications when promoting technical claims and more vigilance 'not just from influencers but also from brands and agencies to prevent irresponsible promotions'.A crowded space of influencers has also meant more competition and creators having to keep their sleeves rolled up all the time. 'It looks really easy to do, but difficult to sustain,' says Sheth of Monk Entertainment. 'Just try building distribution through short-form content for six months. I'll change my name if you don't feel disappointed at some point because you are not getting enough likes or views or don't have scripts to go along. It is a competitive space, because everyone with a phone is a possible creator.' Even someone as popular as RJ Karishma, who has a community of millions on both YouTube and Insta, admits feeling the pressure of uncertainty. One month, it's brand deals a dozen, the next not so much. 'When I started, there weren't that many creators and I had the power to say this is the amount I charge, I cannot go below this,' she says. 'Now, we are also compromising. There are more creators, so if not you, they will find somebody else.'Ultimately, it's the community they have built that fuels the creativity and keeps them going. Karishma cannot thank them enough. It was her enactments of saas-bahu characters on social media that earned her a viewership and enabled her to pay the bills for her mother's cancer treatment. 'I am grateful to my audience. Because of them, my mother is alive.'RJ Karishma | Crafting her own universe (Location courtesy: Contrast Studios Mumbai) As a child, Karishma loved dressing up in her mother's saris and copying characters from TV shows in front of a mirror. Two decades later, in front of her phone camera, she plays characters she dreamt up, including the popular Mummyji and Vicky. One of India's top comedy content creators, Karishma was a popular radio jockey in Indore before moving to Mumbai in 2023, juggling her job and her real interests—writing, shooting and editing original video content. About her 'risky vocation', Karishma says, 'You cannot be lax... It cannot be 'Main toh OG [original] hoon. Nope, you are replaceable.' Karishma is broadening her horizons by writing, acting and producing a digital micro drama. Bright Bhavi shya Loading is a 'Karishmaverse' of multiple characters.—Suhani SinghOldays Kitchen | Ilish, quite delish (Photo: Debajyoti Chakraborty) The Bishayee family ran a sweetmeat shop, which took a hit during the pandemic. Financial struggles mounted, with a home loan weighing heaviest. In 2021, the mother-son duo Usha and Suprabha tried launching a YouTube channel. It failed. 'But we couldn't give up,' says Suprabha, who has studied hotel management. Next time, they staked it all— selling their house to clear the loan and using the rest to buy an iPhone 14. 'It was a leap of faith,' says Usha. Oldays Kitchen began as a humble venture—a mother in her oldworld kitchen, cooking traditional Bengali dishes. By the third video, Suprabha had an idea: food-based rhymes. That formula—a short, funny rhyme (chhora) at the outset, related to the recipe of the day, cooked in a rustic oven—struck a first viral hit came with a demo for simuyier payesh (vermicelli pudding). One day, Suprabha asked her to taste the food on camera and react. 'Daarun!' (wonderful), she smiled—a word that is their signature now. The dream now? To open a caf—perhaps in Kolkata, but more likely in Digha, Usha's windy hometown by the sea.—Arkamoy Datta MajumdarFood Pharmer | Food Inspector General (Photo: Debajyoti Chakraborty) Revant Himantsingka is an anomaly among creators. Best known as the nutrition influencer who pulled up Bournvita for its high sugar content in his very first video, prompting a legal notice; compelled Lay's to switch from palm to sunflower oil in India; and started the campaign 'Label Padhega India', Revant is better known as a 'de-influencer'— someone who criticises brands for falling short on delivering the healthy food they ardently promise. 'The first year, I didn't make any money,' says Revant, who put in his savings from a job in the US into his creative foray. 'I have one policy—don't do any food brand deals. I have been offered insane amounts....' These days, financial services firm Zerodha is sponsoring the production cost of his latest podcast, The Simple Health Series. Happily, a plywood brand has also approached him because he stands for 'trust and credibility'.—Suhani SinghAadi | The romance of youth (Photo: Mandar Deodhar; Location courtesy: Contrast Studios Mumbai) Amazingly, Aadi tya Shukla doesn't have a But naturally, the teen who has over a million people hooked to his reels knows how to make optimum use of those belonging to h is mother and e lder brother Akash. Aadi, as he is known in creatorsphere, has used the device to document his life—preparing for the CBSE boards, hanging out with his friends—that offers a peek into the minds of Generation Alpha. No concerns about his screen time have been raised, for he ain't a bad student. He recently scored 88 per cent in Class 10.'If I had been doing badly in academics, teachers would have objected,' says Aadi. 'I'm proof that even while creating content you can study and do other activities.' It helps that his content is squeaky clean and his demeanour one of disarming teenage amiability. Shukla's creativity on Instagram has resulted in him scoring collab deals (SaReGa-Ma and Domino's, to name just two) and a DM (direct message) from casting director Shanoo Sharma's office, which resulted in a part in the Netflix series The Railway Men. 'I had no idea one can make money from it,' says Shukla, whose first sponsor deal earned him Rs 2,000. That's when he had 10,000 followers. Simple school math suggests a far, far meatier pie now.—Suhani SinghKL Bro Bijurithvik | Working-class hero (Photo: Badusha P.T.) Biju has seen life from the hard angles—as a labourer at a quarry, as a helper in a lorry and, later, as a mini truck and jeep driver. Rendered jobless during the pandemic and stranded at home, he decided, on a whim, to shoot videos on a Samsung phone bought with money a friend gave first YouTube video, uploaded in 2021, was about a young man's hunt for a bride in neighbouring state Karnataka. That video became a viral hit. He has not looked back since. His videos, in which only Malayalam is spoken, are centred around simple, workaday domestic acti vities or, say, a short trip, that features his family—wife Kavitha (28), mother Working-Class Hero Karthyayani (68), children Rithvik (8) and Rishvik (3 months), and his niece Anu Lakshmi (14). For Biju, an idle pursuit has led to fame and a livelihood; indeed, his days now revolve around chronicling his family does not reveal numbers, but says he earns 'enough' to support his family as a content creator. Says Biju, 'I do not know who invented YouTube and other platforms, but they are a blessing for people like me.'—M.G. ArunMG Squad | As he likes it Madan Gowri's success proves that far beyond the crowded fields, there are millions of takers for content ranging from physics to politics. And that most prefer it in the vernacular. What started out as an English YouTube channel in 2017 has morphed into a wildly popular Tamil one. Well-researched and pared down without sacrificing complexity, Gowri's entries both slake and spur the thirst for knowledge. However, 'you can't just talk about random things,' he says. 'I focus on what people want to know, like issues in mainstream media.''Earlier, when you said you are a YouTuber, people thought it was a serious profession,' he says. 'But are like 'even my kid is a YouTuber'. The competition is way higher.' Proudly prolific, he has put up one video a day for the past 6-7 years. Courtesy his revenues from YouTube, Gowri has 40-50 people on his payroll and runs a digital marketing veteran creator Bhuvan Bam aka BB Ki Vines, Gowri is foraying into films, but says he will never forsake the badge of a content creator. 'I'm getting this opportunity as I am who I am in content. The day I stop doing this, I won't have value.'Subscribe to India Today MagazineMust Watch
