Space may be the final frontier, but it’s made in a Hollywood LinkedIn basement.

Mayur: Adyasha has 26.8K followers on LI (as social media nerds call it). And 21.8K on IG. Her posts on life, the universe, and rants on anything and everything are liked, loved, engaged with by hundreds of thousands every week.

Archit has 82K followers on IG (as the cool kids call it). He cooks communal meals for folks on weekends, does a podcast, and creates content for some of the biggest brands we all know of. Shitiz has 68K followers. He creates contextual posts for fun. Makes sharp observations on brands and is 'funny af' at other times.

Adyasha’s part time job is at one of the biggest advertising agencies in the land. Archit occasionally works with one of the biggest consumer tech companies in the country. Shitz has a part time job with the largest airline in the country.

Ok, the part time bit is for effect. All of these folks, and these are just three off the top of my head, are regular working professionals with jobs that consume them. And that’s just it. They are regular people. I believe them more than I believe a beautiful 30 second spot or a star with akkha public gawking at them (me amongst them). All the glitz and glamour is one shiny wallpaper. I see you. Now where’s that skip button.

Adyasha:  First of all, you’ve been stalking me. Secondly, of course I’m an influenza! The walled garden of high status and fame has been broken down by a wrecking ball called Jio Internet. EVERYONE is an influencer now. Me. You, Mayur. (I see your travel pics and food selfies). My cats. Neelam Aunty from Agra who starts all her vlogs with ‘hi fraaaanz.’ My cousin who reviews flavours of Kurkure. Even my local golgappe walla has more followers than I do on IG. And you know what – he has a brand to build, he has a name to make, he has more at stake than Nyra and Komals with their million-dollar endorsements and scripts.

I trust them more. To influence me. The chai-walas and the Kalesh-makers – they have everything to lose and everything to gain. The one-time influencers. That’s just what makes Rakhi more likeable. The cringe-fluencers more adorable. They’re us. Because sometimes (and don’t tell anyone this), I don’t pronounce things right. 

And I delete photos I don’t get a lot of likes on. And I know for SURE Alia Bhat doesn’t drink Frooti, but a random aunty making a frooti dessert defs does.

Are regular people the new influencers? And are influencers... old news?

Mayur: You want me to say it don’t you? Ok I’ll say it. Is Adyasha the new Alia? There, I said it.

Adyasha: M, for once and only this once, I don’t know what to say.

Tomar is creative director, McCann Worldgroup, and Hola is vice president - brand, Swiggy. This first appeared in the November issue of Manifest. Get your copy here. For subscription options click here.