Meet India's Digital Crossover Artists

These social media stars have gone beyond self-created content online to build mainstream careers

- Lata Jha

It's very important to go shopping with the women in your circle because that makes you a better person. The next time bad luck hits you, you can compare it with those shopping experiences. And you'll realize that if you could get through them, you can get through anything that life flings at you," Zakir Khan tells a packed room, leaving the audience rolling on the floor.

A comic, writer, actor and YouTube personality, Khan is best known for his stand-up and shayari (poetry) specials. His stand-up routines often revolve around dating, romantic or work experiences.

"It's been a process for the last 10-12 years, and everything I do or say, a fiction or non-fiction show, a (comedy) special or interview, is part of one universe," Khan explained on a video call the morning before he was to fly out for a month-long UK tour.

Khan is among the handful of digital creators slowly going beyond being known solely for self-created content on social media channels. He now curates specials, writes, produces, and sells out global tours—much like a one-man media company.

Others who are on this path include Bhuvan Bam, Kusha Kapila, Ashish Chanchlani and Prajakta Koli.

Over the years, niche target audience groups and regional interests mostly led to influencers and social media faces earning loyal but limited fan followings and brand collaborations. These creators, however, have managed to build a wider audience, moving from traditional comedy and satire to either work extensively with streaming platforms for web originals, or produce theatrical movies, or spawn individual brands and businesses.

Bam, an actor and creator, has gone from sketches on his YouTube channel BB Ki Vines to launching his own production house and acting in web show Taaza Khabar. Kapila, an actor, creator and satirist, parlayed her digital persona into fashion ambassadorships, web series, and high-profile brand deals.