Where ‘just looking like a wow’ has always been a trend
Live MintWeeks before content creator Jasmeen Kaur’s “So beautiful, so elegant, just looking like a wow!” went viral, I had DMed one of her Reels to a friend saying “This is so Lajpat Nagar”, a reference to the south Delhi locality I live in. The video, like most others on Jasmeen’s feed, showed her in a west Delhi store, selling traditional women’s clothes in bright colours like “jamuni” purple, “ghiya” green, “pyaaz” pink and “laddoo” yellow. A homemaker in north Delhi, one of Jasmeen’s 681,000 Instagram followers, who has been watching her videos for the past three years, believes the entrepreneur’s “marketing skills and confidence are inspiring”. “Honestly, it’s a normal piece of content,” says Ashutosh Harbola, founder of the influencer marketing company Buzzoka, which works with over 100,000 content creators and 150 brands.
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