Tuesday, Jul 05, 2022

Punjabi Tadka: Vlogging Their Way To Success

Aspirational vloggers are banking on nostalgia to reap dividends while treading desired career paths

Camera Savvy Vlogger Kishtu K

Something seems invariably common among all Punjabi YouTube stars. Whether their accounts pertain to agriculture, heritage, history, folk music or anecdotes, most of their videos reflect the present-day lifestyle laced with nostalgia. Apart from the food and humour, it is swords and guns, cars and tractors, birds, dogs and horses that command their obsession. The videos are mostly replete with not just local but also national and global advertisements. While these vloggers don’t hold a degree in journalism and mass communication, they credit the internet for training them.

Harbhej Sidhu, 31, is one such two-year-old YouTuber. For him, the first lockdown was a blessing in disguise as he got an opportunity to redraw his career map using his cell phone camera. The postgraduate in Punjabi, armed with a BEd in History, learnt video editing on YouTube at night, and in the day taught history to students of a private school in Moga village online. A few days later, armed with a cell phone, a well-researched script and raw passion, Sidhu went on to shoot a video of the local fort in his home district, Ludhiana, named after Emperor Sikandar Lodhi.