S2 E9 Virality, Reinvention & Digital Culture with Santu Misra

This week, we’re joined by creative powerhouse Santu Misra, whose visionary work has helped shape the face of digital storytelling in India. After 14 years in fashion and media—and launching India’s first-ever shoppable magazine—Santu made the bold decision to leave it all behind and start fresh in London. From developing iconic digital personalities to creating viral hits like South Delhi Girls (which hit 55 million views in just four hours!), Santu shares the highs, lows, and everything in between. We get into the power of relatability, cultural nuance, and the evolution of content—plus why embracing fun is essential for staying inspired and keeping things fresh.

Episode Description (Audio):

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