AYU Official (Indian Youtube Community) : From being one of the most successful content creators to becoming a brand of his own, Bhuvan Bam has come a long way. In an interaction with Brand Equity, the BB ki Vines star talks about business in the new normal, his fashion label Youthiapa and more…
The pandemic has made the shift to digital space much faster. As a YouTuber and now with business interests in retail, what impact do you think this will have?
The pandemic has forced all of us to lock-up. Most of us have accepted the future impacts of Covid-19, which is the genesis of making way for more content in the digital space. The pandemic for sure has impacted every artist and business, but it is incredible to see how well businesses have adapted to the shift in the digital space in this time of peril, that too in an impressive speed. Several artists have made a move to live streaming gigs via YouTube, Instagram, and Facebook.
What’s the idea behind the Youthiapa shopping links on YouTube?
With Youthiapa, the initial thought was to revamp the style statement of the youth with unique and quirky products. We have built a BB universe through our sketches on YouTube and Youthiapa provides a platform for fans to indulge in the merchandise with their most favourite characters and slogans. Introducing a direct access link to shop for the merchandise on the channel is a step towards taking the brand to newer levels and building a stronger community. It’s novel for brands like us to do it and we are excited to be paving this new path.
How has the response been so far?
Youthiapa has managed to master the balance between usability and addressing cultural, national, and world issues in a tongue-in-cheek fashion. There is a slogan ‘Hustle Karo Bhasad Nahi’ on a few of our products which have caught a lot of attention amongst people including the likes of Janhvi Kapoor and Ishaan Khatter.
With people cutting discretionary spends amid the financial stress, how do you see the fashion space evolving?
Many sectors are reeling from the fallout of the Covid-19 pandemic and fashion space has not been immune. But we are already seeing a move to e-commerce websites. Many customers have been shopping more consciously and thinking about ethical aspects while shopping. When we launched our products on Youthiapa, we made sure all of them are trendy keeping in mind their quality and their affordability. We are focusing on selling the right product in the right season, what people can wear right now, while we are still amidst the pandemic.