I Totally Support #VocalForLocal: Neha Kakkar

She has over 40 million followers on Instagram, 10 million and above on YouTube, 14 million-plus on Facebook. And had 17 million fans and beyond on TikTok. A popular singer and a reality TV show judge, celebrity influencer Neha Kakkar has spread her wings across social media platforms with her quirky videos, collaborative content with artistes from across the country, and creative concepts over the recent past. In this interview with Radhika Bhirani, Kakkar speaks on opportunities opening up for content creators in India.

Excerpts:

Has the rise of Indian apps in the user-generated content opened up more opportunities for content creators?
This is a great time for content creators in India. It not only gives people from across the society a chance to showcase their talent, but also gives them an income through paid partnerships and various other associations. We are definitely in a reality, where the more, the merrier.

Do you feel this rise in the ‘digitally atmanirbhar’ sentiment will draw more people from tier-2, tier-3 cities to leverage the opportunities that the ecosystem presents? 
As for the ecosystem, thanks to the digital boom, the world has become a smaller place to live in. Everyone out there is showcasing some form of talent sitting from their homes and phones.
Everything is just a click away. It is entertaining and de-stressing, and at the same time, it keeps you in touch with your creative side. If you are good, one can monetise the content too. The future is bright.

As a public figure, how did your presence on platforms such as TikTok or Instagram help you establish a deeper connect with fans. Did this also turn out to be fruitful in terms of generating more brand associations and visibility?
I believe that as a public figure, one needs to be one’s genuine self. You should be original on social media instead of trying to be someone else. That is what worked for me. This gave me an instant connect with people ranging from a child to a senior citizen. They become a part of your life’s journey through thick and thin. This, in turn, also helps brands in achieving at least one of their attributes via the celebrity on social media if the connect is good. Consequently, there is influx of brand endorsements.

Have you considered joining the rallying for #VocalForLocal by being on any of the Indian apps in the short video content space?
I am a true Indian, and I would love to join an Indian app. I totally support #VocalForLocal. Soon you will be seeing me creating content on some of the Indian apps as well, and I believe it will be good.

This article was first published in the print issue of (10 July - 25 July) BW Businessworld. Click Here to Subscribe to BW Businessworld magazine.