COVER STORY
Raised on YouTube tutorials and Instagram reels, Gen Z is turning its back on the old scripts for 15 seconds of fame
The Reels Deal
The Reels Deal
Raised on YouTube tutorials and Instagram reels, Gen Z is turning its back on the old scripts for 15 seconds of fame
Gen Zs are dropping out of college and abandoning stable careers to become content creators—betting their futures on follower counts, brand deals and the promise of a fragile fame
With WAVES 2025, the government aims to unite filmmakers, influencers, animators, investors and tech innovators under one roof. Information and Broadcasting Secretary Sanjay Jaju talks to Shruti Tripathi and Deepsekhar Choudhury about the government’s vision to turn content into commerce and creators into global brands. Edited excerpts
Ajay Vidyasagar, MD, YouTube, Southeast Asia and Emerging Markets in an email interview to Nabodita Ganguly talks about the hyperlocalisation of content. Edited excerpts
This hub of creative talent has given rise to a dominance in reels creation, with India consistently topping global charts for most produced reels every week
Pulkit Trivedi, MD, India, Snap Inc, in an email interview with Deepsekhar Choudhury, talks about how to balance safety with entertainment, popular genres and content creation as a career. Edited excerpts
Celebs were the first kind of influencers in the physical world. Then came the digital era
YouTuber Ishan Sharma dropped out of college to become an influencer. He tells Nabodita Ganguly what creators must do to stay relevant amid the rise of AI influencers. Edited excerpts
The US president’s U-turn on tariffs offers short-term relief and just about enough time for India to figure out its best course of action
Raised on YouTube tutorials and Instagram reels, Gen Z is turning its back on the old scripts for 15 seconds of fame
Gen Zs are dropping out of college and abandoning stable careers to become content creators—betting their futures on follower counts, brand deals and the promise of a fragile fame
With WAVES 2025, the government aims to unite filmmakers, influencers, animators, investors and tech innovators under one roof. Information and Broadcasting Secretary Sanjay Jaju talks to Shruti Tripathi and Deepsekhar Choudhury about the government’s vision to turn content into commerce and creators into global brands. Edited excerpts
Ajay Vidyasagar, MD, YouTube, Southeast Asia and Emerging Markets in an email interview to Nabodita Ganguly talks about the hyperlocalisation of content. Edited excerpts
This hub of creative talent has given rise to a dominance in reels creation, with India consistently topping global charts for most produced reels every week
Pulkit Trivedi, MD, India, Snap Inc, in an email interview with Deepsekhar Choudhury, talks about how to balance safety with entertainment, popular genres and content creation as a career. Edited excerpts
Celebs were the first kind of influencers in the physical world. Then came the digital era
YouTuber Ishan Sharma dropped out of college to become an influencer. He tells Nabodita Ganguly what creators must do to stay relevant amid the rise of AI influencers. Edited excerpts
The US president’s U-turn on tariffs offers short-term relief and just about enough time for India to figure out its best course of action
OTHER STORIES
The jury is out on whether the Union government should artificially prop up Vodafone Idea, a struggling private company
Stagnant wages and a slew of government social-welfare schemes are key reasons why workers are preferring to shun factory jobs
India’s green bonds are struggling to find takers. And that failure isn’t just a fiscal footnote—it strikes at the heart of the country’s climate-change goals
High in the Himalayas, a start-up is building automated ice reservoirs that can irrigate fields during the driest stretches of the year
The start-up story has been in the limelight for over a decade, but it is time to shift focus from consumer tech to patent-led innovation
A recent paper shows that India’s richest report only a fraction of their income and wealth, enabling a culture of tax avoidance
Pinarayi Vijayan, Chief Minister of Kerala, tells Pushpita Dey about how a Left government has taken measures to promote industry in the state. Edited excerpts
With summer’s arrival comes the king of fruits—mango. But this season, it shares the spotlight with another headline: Trump's trade offensive
Ravi Kumar Jha, MD & Chief Executive Officer of LIC Mutual Fund Asset Management Ltd., talks about the joys of providing for his family right from his first salary and achieving financial goals by building his savings brick by crick over his long innings in the company
A personal diary as well as a cookbook, economist and Nobel laureate Abhijit Banerjee playfully makes unexpected connections between food, economics and social issues
Cooking is not the only interest of chef Ranveer Brar. His creative spirit finds expression in poetry and photography as well
Amitabh Dube, country president and MD, Novartis India outlines the vision and industry commitments needed to position India as a global leader in pharmaceuticals
India is racing to finalise a bilateral trade deal with the US and the RBI has lowered the repo rate for the second time straight
Two states have launched space sector policies and renewable energy continues to be in focus
