“Sir, please like my comment.” Or, “Please reply to my message.” Comments such as these are ubiquitous on social media pages of Indian celebrities, especially cine stars and cricketers. Videos and selfies with celebrities dominate platforms such as Instagram Reels (and TikTok, before it was banned by the Indian government).
The huge market for celebrity/fan engagement has seen a rash of platforms spring up. With the onset of the pandemic, this sector seems to have witnessed a growth spurt. For instance, celebrity and fan engagement startup Gonuts has managed to raise Rs 3.5 crore in a seed funding round from …
Nikhil used to a writer at The Morning Context. He is a graduate of the Asian College of Journalism, and has worked with several publications including the Deccan Herald, The Hindu and The Indian Express. He has reported on a wide range of topics, from technology to automotives to books.
nikhil@mailtmc.com