Shruti Suman
June 2020 marked a significant turn for Veer Sharma, a social media influencer based in Indore. With the Indian government’s ban on the Chinese-owned app TikTok, Sharma, aged 29, saw his 7 million followers disappear overnight. “He cried for days after TikTok got banned in India,” revealed Sharma’s sister, Preeti Mishra, aged 39. “He didn’t leave home for almost a month. He lost fame and money overnight,” she added.
Exactly three years later, in June 2023, Veer Sharma shared a photo and a reel on Instagram showcasing his meeting with the then Madhya Pradesh Chief Minister, Shivraj Singh Chouhan. In the reel, Sharma and his partner, Parul Ahirwar, captured the moment they approached Chouhan in his office in Bhopal, with Sharma even touching Chouhan’s feet as a sign of respect. The video garnered nearly nine lakh likes and over 4,500 comments. While some praised Chouhan as a “people’s CM,” others criticized him, suggesting this was a sign of his “declining popularity.”
Sharma’s journey into political circles began when he and 14 other influencers were invited to Bhopal by Malay Dixit, the Indore in-charge of BJP’s IT cell. They were briefed about BJP’s social media outreach strategy ahead of the assembly elections, aimed at publicizing various government welfare schemes. Sharma and Ahirwar were among those tasked with creating short videos or reels to reach out to over 50 lakh young voters aged between 18 to 25.
Despite some influencers’ reluctance to align themselves with a political agenda, Sharma saw this as an opportunity to expand his reach and increase engagement. His collaboration with the BJP led to numerous videos promoting government schemes and local BJP leaders, such as Kailash Vijayvargiya and his son Aakash, MLA Ramesh Mandole, and Minister Tulsi Silawat. Sharma claimed they even received offers from the Congress party, but they declined in favor of supporting BJP policies, driven by their admiration for Prime Minister Narendra Modi.
Their association with BJP leaders, particularly MLA Ramesh Mandole, proved fruitful as Mandole won the 2023 assembly polls with a record margin. Sharma noted that while social media initially brought them fame and money, their political connections elevated their status in society, earning them respect and power beyond their expectations.
Sharma’s rise from a TikTok star to a respected figure was not limited to Indore; it extended to Delhi as well. They found themselves rubbing shoulders with prominent figures like Union Aviation Minister Jyotiraditya Scindia at public events. Sharma’s humble background, having sold newspapers and worked odd jobs to support his family, added to his appeal as a relatable figure who achieved success through social media.
His partnership with Parul Ahirwar, a share broker turned content creator, further bolstered their online presence. Together, they amassed 8 million followers each on the Moj App within two years, leading to lucrative opportunities for both. Ahirwar’s decision to leave her job and pursue content creation full-time underscored the financial success they achieved through social media.
Their popularity transcended social media platforms, earning them invitations for promotional events and campaigns across various countries. Sharma’s encounter with government officials at the passport office exemplified his newfound status as a social media influencer.
As the demand for influencers continues to rise in India, Sharma and Ahirwar find themselves balancing political affiliations with lucrative offers from advertising agencies and OTT platforms. Despite facing criticism from some quarters, they remain committed to supporting the BJP and Prime Minister Modi while navigating the evolving landscape of social media marketing.
NI Bureau
