Ruhee Dosani: I don’t post content for it to go viral

I like creating content through my ideas and surroundings, and Bollywood inspires me to create more. RUHEE DOSANI, Content creator

US-based Indian digital content creator Ruhee Dosani, who has one million followers on Instagram, is currently in India. In a tête-à-tête, she talks about her love for content creation and how she is enjoying her busy schedule in Mumbai these days. Excerpts:

You began your content creation journey during the pandemic. What led you to take the route?

The pandemic made us all creators from home, because most of us tried the viral dances or recipes. In the same way, I’d meet my friends and just dance my heart out. When my Independence Day video was reposted by Diljit Dosanjh (singer-actor), it made people land on my page. When I spoke to my family in India, they were extremely happy to see my content.

What does the word ‘viral’ mean to you?

I believe in creating content that is the opposite of viral. I like creating content through my ideas and surroundings, and Bollywood inspires me to create more. I don’t post [content] so that it goes viral; I post it for people to enjoy.

Was your love for Bollywood a reason for you to shift your base to Mumbai?

I grew up watching ’90s and* 2000s Bollywood films with my brother. Every weekend, we would be in front of our TV, watching movies. So, when I shifted to the US, I never lost touch with my Indian roots or Bollywood. Nowadays, my day in India begins at 6am and ends at 2am. This has been my schedule for the past one month and I wish it stays the same because I love what I do.

In the current times, how difficult is it to constantly carve your space or be talked about?

Staying relevant is not a permanent thing in the content creation world, because every creator is trying their best. All we can do is help each other grow.