VOICES PUSHPESH PANT ANAND NEELAKANTAN RAVI SHANKAR KG SURESH GAUTAM CHINTAMANI MATA AMRITANANDAMAYI THE NEW SUNDAY EXPRESS BUFFET MAGAZINE PEOPLE WELLNESS BOOKS FOOD ART & CULTURE ENTERTAINMENT NOVEMBER 3 2019 SUNDAY PAGES 12 Aakriti Rana Gia Kashyap Digital Creator Gia Says That 610k Followers S ince starting with random videos in 2018, Gia Kashyap’s approach to Instagram changed by the end of the year to a purpose-driven niche-specific stream with light moments. For example, “Do you believe in love at first sight or should I walk by again?” or “a secret and simple immunity tea to fight fatigue!” This influential fashion and general advice Instaguru’s wedding went viral on Insta #GiaKaViah last year. Starting out in 2009, Gia is one of the first few fashion and beauty bloggers in India. College bored her and she decided to use her opinionated mind to make social media statements. She is no amateur though; she and her social media manager chart out a monthly calender for blogs and IGTV She knows that the medium’s mojo lies in easy process and . uncomplicated shooting: all that is needed is the app and a camera or an advanced mobile phone. On principle, she mentions paid partnerships on her channel. Endorsing fairness or weight loss brands are a big no-no. Shoot, Upload, Repeat O ne look at Aakriti Rana’s IGTV channel and what you will see is a glossy , dreamy world. But beneath this influential fashion blogger’s foolproof exterior is a girl next door forever engaged in a constant battle with belly fat by hiding it with high-waisted jeans. As a streaming social ambassador for positive body image that boosts self-worth and empowerment, Aakriti says that bloggers have become celebs like reality stars who are idolised by impressionable minds. People love people like them who do not look like people like them: videos of her wedding and its chillax chic do both show the video filters that smoothen out her cellulite and keep her tiny waist forever a work no longer in progress. Makeup makes her, since her grey hair and saggy arms are too real. But what is a beauty icon without curves and cool? This crusader against body-shaming uses IGTV for the blubber-challenged to bring comfort about imperfections. With 72,840 views for her ‘perfectly imperfect’ IGTV campaign, her followers are mostly young girls with misleading notions who ask how she owns the perfect body and glowing skin, earns tonnes of money and can afford to travel to fancy destinations. ‘Nuf is nuf ’, says Aakriti who is moving away from beauty for the neutral space of travel advice and perhaps footloose exhibitionism with a purpose. NEEDS validation SUCCESS MEANS: Peace of mind HATS: Graphic designer, photographer, stylist, advertising “I understand that my photos could have made you insecure but just like you, I have bad days too when I don’t love myself.” Aanam Chashmawalaa What When Wear 244k Followers T o be an IGTV badass, you don’t need to be an expert. Just attitude and looks. Twenty-eight-yearold Aanam Chashmawalaa who got on IGTV last year is a self-appointed authority on all things such as beauty, fashion, travel and lifestyle. Her channel, ‘What When Wear’, buzzes with makeup and styling tutorials, with a fair amount of travel vlogs. High-spirited content shot within beautifully curated frames has got her a dedicated mass of viewers. From dangling from a flying trapeze in Mauritius and caressing her cat, Nibbles, to documenting her wedding and enjoying driving around in her plush car, her videos are viral. Success on instant medium IGTV is a must to grow. It wasn’t until this year that she became an IGTV-er having started with YouTube and later Instagram, before leveraging the potential of her current digital vehicle. Aanam is a ‘posing’ addict who dabbles very convincingly in experimental styles for her flamboyant videos. A fan of pastel colours, she surprises everyone with pops of neon every once in a while. Her family features in many of her posts, especially her husband and her cat. 141k Followers FAVE WEDDING JEWELLERY: Platinum WANTS TO make fashionable shopping accessible for her audience DOESN’T BOTHER ABOUT shoes BEST WAY TO PROMOTE HER CREATIONS was Facebook ads “You can’t fool the audience today. They’re very smart and have a lot of knowledge about what’s on offer.” As Instagram TV beats YouTube in influence and reach, vloggers give personalised advice on fashion to fun. Dominated by women with attitude, IGTV’s India story shows the country is changing for the better. I By AYESHA SINGH nstagram took a leap of faith in 2018 with the launch of IGTV (Instagram TV), its vertical engagement format. Considering a third of online surfing is dedicated to video-watching, and over half of this is viewed on mobile phones, according to Wordstream, an online advertising support portal, IGTV is the flag-bearer of the future of digitised entertainment. According to Cisco, by 2021 mobile videos will account for 78 percent of all mobile data traffic. This makes applications such as IGTV—which boasts 1 billion active users—all the more commanding, and influencers, who are its primary drivers of traffic, have become digital heroes hitting skilfully into what is now a $2-billion industry India’s IGTV . powerlist starts with fashion and styling, followed by travel. Fitness aficionados have digital video experts to keep them healthy Then there is com. edy which tells the dark secrets of the rich with , wry social digs. What started as a limited-period video platform—in the beginning IGTV could support videos only between 15 seconds and 10 minutes in length—has now turned into a longform video-uploading platform that can easily support hour-long content. Needless to add, platforms such as YouTube are taking a hit. Instagram CEO Kevin Systrom said that advertisements are on the cards, and creators will start making a living from videos. Since the cost of advertising with IGTV is not as high as in traditional formats, influencer marketing has skyrocketed. However, this also fuels the debate surrounding authenticity though many ethical IGTV stars , publicly separate sponsored videos from an unsponsored one. As we speak to some of the trailblazers of IGTV who have set this trend going with their ambassadorship and have broadened the content landscape with personalised, customised and interactive episodic material, there is another trend that comes to the fore. For reasons best known to the platform and its consumer base, I-divas are largely women who love to show off exotic wedding videos to wannabe individualists. Is it because it provides freedom of expression that challenges set social norms? Ask the zaftig video sensation Shenaz Treasurywala. “I love my voluptuous body and I feel the sexiest I’ve ever felt in my skin.” After all, why should girls not have all the fun? SHE IS very opinionated and stubborn HER SUCCESS MANTRA: To treat every project and video as her first BIZARRE SPONSORSHIP OFFER: From a condom campaign to make it look “enticing” “Simple, massy concepts such as ‘my basic travel makeup essentials’, ‘coffee for skincare’, ‘how to wing your liner the right away’, ‘products I have been loving’, ‘what’s in my bag video’, ‘makeup for a tired face’ and others are an instant hit.” Masoom Minawala Mehta Public Figure 399k Followers UNLADYLIKE MOMENT: As captain of her school football team FIRST INVESTOR IN HER BUSINESS: Her father HER WEDDING VIDEO had a trailer “IGTV is a much-needed break from monotony to show the real side of influencers and I am enjoying this unfiltered, organic medium to the hilt.” F rom the Cannes red carpet to Bvlgari, Louis Vuitton and Dior campaigns, 26-year-old Masoom Minawala Mehta’s chutzpah and chumminess got her India’s best luxury fashion blogger award this year. She is a storyteller of opulent elegance who shares snippets from her eventful and high-flying life (literally , because she’s always on a worldwide carbon footprint chase) like her wedding proposal serenade. Before starting her site, Style Fiesta, this ‘fake it till you make it’ fashionista interned at Calvin Klein and studied fashion affairs in London. Her site is a style advice platform for the lookist crowd which takes her OOTDs (outfit of the day) pretty seriously Now living in Belgium and handling business in . Europe and India, her mantra is, “Own your culture.”
Express Publications (Madurai) Limited publishes the prestigious English language newspaper The New Indian Express from 21 centres in Tamil Nadu, Karnataka, Andhra Pradesh, Kerala and Orissa.
Express Publications (Madurai) Ltd. also publishes the Tamil daily Dinamani, Cinema Express (Tamil) and Malayalam Vaarika (Malayalam). Through a sister company, Kannada Prabha Publications Ltd., it publishes the Kannada daily Kannada Prabha.
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