Creator Interview
Q. How did you start creating content?
I started posting outfit ideas during the lockdown in 2020 — just to keep myself busy. I had no strategy, no ring light, nothing. Within six months I had 10,000 followers and brands started reaching out. That's when I realised this could be more than a hobby.
Q. What's your niche and why does it work?
Lifestyle in Hindi. There are millions of Indian women who want fashion and beauty content but don't connect with the English-first creators. I speak their language — literally. That's the gap I fill, and my audience is incredibly loyal because of it.
Q. Best brand collaboration you've done so far?
A 3-month campaign with a homegrown skincare brand. They gave me creative freedom, I gave them authentic content, and we both won. My followers actually started buying the product because I used it genuinely. That kind of result only happens when the brand-creator fit is right.
Q. What kind of brands do you want to work with?
D2C brands that have a real story to tell — sustainable fashion, homegrown beauty, food brands with a regional angle. I'm not interested in pushing products I wouldn't buy myself. My audience can tell the difference immediately.
Q. One thing brands get wrong about influencer marketing?
They treat it like a billboard rental. They give you a script, a deadline, and a list of dos and don'ts — and then wonder why the content doesn't perform. The creators who drive real conversions are the ones who are given space to make it their own. Brief me on the product, not the caption.