Ten years ago, you wouldn’t believe me if I said financial advice on investing would be available for you on Instagram or TikTok. Well, that’s how social media has evolved over the years. As millennials struggle to balance virtual and real-world lives, they have also discovered they need to keep their followers engaged/entertained.

From tips on financial management to allowing each individual to make money out of their passion, platforms like Instagram, TikTok, Twitter, Medium and others have encouraged young people to go all out and explore alternative careers. All of these have created a new kind of celebrity —…


As I begin exploring how memes have become a deep-seated part of the Internet’s conversation culture, I cannot stop giggling at the slew of memes on the Suez Canal crisis that has, unfortunately, put the world’s trade in shambles! What I also realise in the process is that this meme culture teaches us that memes spread ideas at a speed where most other methods of communication do not match. Agree?

Here’s an example of what I’m trying to say: Before you even knew of the Suez crisis and the ship blocking the canal, you have seen Memes on the Internet…


It’s an image everyone has seen: Marilyn Monroe flirtatiously posing over a subway grate, her white dress fluttering in the air. Filmed in Manhattan, this moment from the movie “The Seven Year Itch” is the most enduring depiction of the icon. What we may not have realised is that she is also one of the first fashion influencers that walked the Earth. Monroe’s indelible mark on the fashion and beauty industry had not only created an unforgettable brand but also influenced it with a mix of mystery and provocation — a success recipe for every personal brand.

So how far-reaching…


Every time I browse through products I like, ads from Instagram or Youtube never forget to remind me about how technology has become so intrusive. It doesn’t end there. To keep me hooked to their apps, they keep sending friend requests of random people (I’m referring to the Netflix documentary The Social Dilemma), notifications and anything that will increase Facebook’s business and my “screen time.”

Amidst all of this, I think about the time 7 years ago when I heard scattered voices from around the world screaming about regulating the Internet. My eyes popped out and my brain had rejected…


Scene: Year 2030 — An evening conversation on a cosy Sunday night.

Alexa: “Aditya, what you are consuming now may affect your blood levels in the body. Why don’t you take it slow? The last time you got your tests done, you wanted to maintain your iron levels well. Remember?

Me: “Alexa…why? Why so serious? Okay, I’m not and I do remember my fitness goals for this year. I’ve stopped eating those fries! Are you happy?.”

Alexa: “Of course…I’m here to keep a check on you.

Me: “Yea, right!”

Alexa: “Sweet dreams, Aditya…

Stop…stop right there! I know what you…


credit: icons8

Every time you look up Licious, you are sure to browse through the day’s special combos on offer. Or, going by your browsing history, several brands like Sleepy Owl, Svami or 4700BC may keep reminding you to buy things you may have momentarily forgotten or “saved for later”. Or, Swiggy may send you a text saying: “How about ordering that Shawarma you’ve been craving for days” or Amazon may tell you to “grab that product x lying in your checkout cart?” …


illustration: icons8

As I began wrapping up my day’s work, I casually looked up Instagram and fell for doom scrolling (Yes, guilty of it)! While I began that eventful exercise that sucks up time, MamaEarth suddenly popped up and spoke to my heart as if it knew of my non-existent hair fall issues. Then came DaughterEarth with its Wild Himalayan Apricot Oil for heavenly skin. (Glad, they’re gender-neutral products!)

I was quite surprised at the Mama-Daughter brands wooing me into buying their products while Fast&Up decided to boost my immunity through their range of Vitamin C tablets in different flavours in the…


Ever thought that “choice” could be the most difficult thing in life? The complexity of our existence itself is based on our choices. You get it now? Each of us makes millions of decisions — happy, difficult, challenging — that affect us in our lifetime. In a globalised world, our choices have grown exponentially — from diverse products we use to the kind of homes we want to live in, the smartphones we want to use, the cars we want to own, the colour of our hair or the food we want to order. …


Did you know that a lot of Chinese farmers survived the pandemic through live-streaming? As novel and strange as it sounds, let’s take the example of Li who had harvested flowers in Yunnan province of China, just before he heard of the new Coronavirus outbreak. All his hard work went down the drain as his flowers wilted and decayed during the lockdown. As someone who was a happy farmer selling his produce to national distributors across China, it devastated him when the pandemic-induced lockdown almost destroyed his business. …


As I dig through the leftover crumbs from the last bag of chips, I realise that I’ve been binge-watching Peaky Blinders for 10 hours straight.

While I’m wallowing in the guilt of “I-have-so-much-work-to-do”, I sometimes wonder what makes Over-the-Top (OTT) platforms trick your brain into believing you have to give up your sleep! The psychology of OTT addiction and the escapism it offers is just astounding!

Sometimes, despite having full knowledge of how my body responds to this kind of binge-watching because of the feelings of pleasure I’m experiencing due to the release of dopamine and how my brain is…

Aditya Gupta

12+ years of experience of scaling businesses from zero to exit. 2x exit igenero & SocialSamosa.

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