INSECURITIES INC.

“Our opportunities have increased and we have been approached by brands because we happen to be a couple who work in the same industry,” says Komal. “Since we started dating and creating content together, our work has increased by about 25 to 30 per cent. Individually, each of us has a certain reach, but together, our reach and hence, power, platform and voice, is bigger. Our relationship has helped us to get some massive joint endorsements.”

But when does the content stop and their real life begin? Does this not blur the lines between work and love?

“If we don’t want to document something, we let the other person know,” says Siddharth. “It’s crucial that you decide how much of your life you want to show on social media. And after that, you must be responsible about it.”

The two may be a brand in themselves, which is is good for business, but it also means having separate personal and professional identities. “It’s tough to differentiate and disconnect between the brand and the person,” says Komal ruefully. “There are times Siddharth will simply say, ‘I need you to be Komal the person right now, not Komal Pandey the brand.’”

Being the brand means living up to a projected image, which not only means they have to switch between the image and the person, but also leads to terrible insecurities. Siddharth seems to be able to walk that fine line. “Instead of projecting, I’d rather not show the part of me I want to keep myself,” he says. “I want to be happy with who I’m being on the internet. But Komal finds it hard to always be ‘on’. She says, “People are constantly watching my every move. That adds to my insecurities.”

This is why, although image projection is necessary, the couple understands the importance of keeping things real.

“It enables relatability, which is key to being successful as a content creator and a celeb,” explains Siddharth. “It’s crucial to be accessible to the masses. And aspirational. People should be able to look up to you as something that they aspire to be, yet feel like they are in your shoes. The ratio should be 80 per cent relatability and 20 per cent aspirational.”

karishma.kuenzang@hindustantimes.com Follow @kkuenzang on Instagram and Twitter

In the first lockdown, I did a split-screen Tiktok with my granddad which got a million+ views on Tiktok. Recently, an alcohol brand wanted a video with us. He had so many inputs and loved wearing the clothes I put him in. The video shows our goofy, prankingeach-other relationship. People relate to it so much that this fun thing has turned into a business avenue for me.

“IT’S CRUCIAL THAT YOU DECIDE HOW MUCH OF YOUR LIFE YOU WANT TO SHOW ON SOCIAL MEDIA. AND AFTER THAT, YOU MUST BE RESPONSIBLE ABOUT IT” —SIDDHARTH BATRA, FASHION CONTENT CREATOR