BORIS JOHNSON continues to be in intensive care after receiving oxygen support for serious Covid-19 complications, leaving his foreign secretary to lead the government's response to the accelerating outbreak.
Johnson's personal battle with the virus has shaken the British government just as the UK enters what scientists say is likely to be one of the most deadly weeks of the pandemic, which has killed 5,373 people in Britain and 70,000 worldwide.
Johnson, 55, was admitted to St Thomas' Hospital across the River Thames from the House of Commons late on Sunday after suffering persistent coronavirus symptoms, including a high temperature and a cough, for more than 10 days.
His condition rapidly deteriorated over the next 24 hours, and he was moved to an intensive care unit, where the most serious cases are treated.
Although he had received oxygen, the PM's office said on Monday (6) he was still conscious and was moved to intensive care in case he needed to be put on a ventilator.
"He's not on a ventilator, no," Cabinet Office Minister Michael Gove told LBC radio on Tuesday (7). "The prime minister has received some oxygen support and he is kept under, of course, close supervision."
"The prime minister is in intensive care, being looked after by his medical team, receiving the very, very best care from the team at St Thomas'."
He said Foreign Secretary Dominic Raab will run the country, and any decision on lifting lockdown restrictions won't be delayed, adding that "the person who will make the final decision is... the foreign secretary."
"The person who is running the country, following the plan that the prime minister has set out, is Dominic Raab, the foreign secretary," Gove told ITV.
Subsequently, the channel reported that Gove was self isolating as a member of his family had been displaying Covid-19 symptoms.
Johnson is the first leader of a major power to be hospitalised for the new coronavirus.
While Britain has no formal succession plan should a prime minister become incapacitated, Johnson had asked Foreign Secretary Dominic Raab to depute for him "where necessary", Downing Street said..
Raab entered Downing Street on Tuesday to chair the government's Covid-19 emergency response meeting.
Earlier on Monday, Johnson had said he was in good spirits and Raab had told a news conference that the prime minister was still running the government, although Raab also said he had not spoken to him directly since Saturday.
Raab takes the helm at a pivotal time. The official death toll in the United Kingdom currently stands at 5,373, and last week the health minister said the deadliest peak for deaths was projected to be Easter Sunday, April 12.
The United Kingdom is in a state of virtual lockdown, a situation due to be reviewed early next week, and some ministers have suggested it might need to be extended because some people were flouting the strict rules.
BUSINESS WILL CONTINUE
Johnson's move to intensive care added to the sense of upheaval that the coronavirus crisis has wrought after its spread caused widespread panic, sowed chaos through financial markets and prompted the virtual shutdown of the global economy.
"The government's business will continue," a sombre Raab, 46, told reporters.
"The focus of the government will continue to be on making sure that the prime minister's direction, all the plans for making sure that we can defeat coronavirus and can pull the country through this challenge, will be taken forward."
There have also been calls for ministers to detail what the exit plans were from the shutdown, which has hammered the world's fifth-biggest economy after the government ordered restaurants, bars, and nearly all shops to close and told people to stay at home to curb the spread of the virus. Johnson tested positive for the virus on March 26.
After 10 days of isolation in an apartment at Downing Street, he was admitted to hospital. He was last seen in a video message posted on Twitter on Friday when he looked weary.
Downing Street said repeatedly on Monday that Johnson remained in charge and was reading documents, but the move to intensive care revealed the gravity of his condition.
James Gill, a doctor and a clinical lecturer at Warwick Medical School, said the news of Johnson's admission to intensive care was "worrying" but not completely out of line with other people suffering complications.
"So far we have seen a deterioration in line with other cases of COVID-19 infections," he said. "Admission to ITU is worrying news, (but) this is not all together uncommon with this disease, and may be looked at from a positive that the PM is getting the very best care that the NHS has to offer."
President Donald Trump said all Americans were praying for Johnson's recovery.
"He's been really something very special - strong, resolute, doesn't quit, doesn't give up," Trump told a news briefing, adding he had asked two pharmaceutical firms developing potential Covid-19 therapies to get in touch with the British government to offer their services.
Prime Minister Narendra Modi on Monday hoped that his British counterpart finds himself in perfect health soon.
"Hang in there, Prime Minister @BorisJohnson! Hope to see you out of hospital and in perfect health very soon," he wrote on Twitter.
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Johnson, who is not a smoker, said recently that he wanted to lose weight. He plays tennis and while mayor of London used to cycle around the capital.
Johnson's pregnant 32-year-old fiancée, Carrie Symonds, also had symptoms but said on Saturday she was feeling better.
Jay's grandma’s popcorn from Gujarat is now selling out everywhere.
Ditched the influencer route and began posting hilarious videos online.
Available in Sweet Chai and Spicy Masala, all vegan and gluten-free
Jayspent 18 months on a list. Thousands of names. Influencers with follower counts that looked like phone numbers. He was going to launch his grandmother's popcorn the right way: send free bags, wait for posts, pray for traction. That's the playbook, right? That's what you do when you're a nobody selling something nobody asked for.
Then one interaction made him snap. The entitlement. The self-importance. The way some food blogger treated his family's recipe like a favour they were doing him. He looked at his spreadsheet. Closed it. Picked up his phone and decided to burn it all down.
Now he makes videos mocking the same people he was going to beg for help. Influencers weeping over the wrong luxury car. Creators demanding payment for chewing food on camera. Someone having a breakdown about ice cubes. And guess what? The internet ate it up. His popcorn keeps selling out. And from Gujarat, his grandmother's 60-year-old recipe is now moving units because her grandson got mad enough to be funny about it.
Jay’s grandma’s popcorn from Gujarat is now selling out everywhere Instagram/daadisnacks
The kitchen story
Daadi means grandmother in Hindi. Jay's daadi came to America from Gujarat decades ago. Every weekend, she made popcorn with the spices she grew up with, including cardamom, cinnamon, and chilli mixes. It was her way of keeping home close while living somewhere that didn't taste like it.
Jay wanted that in stores. Wanted brown faces in the snack aisle. It didn’t happen overnight. It took a couple of years to get from a family recipe to something they could actually sell. Everyone pitched in, including his grandmom, uncle, mum. The spices come from small local farmers. There are just two flavours for now, Sweet Chai and Spicy Masala. It’s all vegan and gluten-free, packed in bright bags that instantly feel South Asian.
The videos don't look like marketing. They look like someone venting at 11 PM after scrolling too long. He nails the nasal influencer voice. The fake sympathy. “I can’t believe this,” he says in that exaggerated influencer tone, “they gave me the cheaper car, only eighty grand instead of one-twenty.” That clip alone blew up, pulling in close to nine million views.
Most people don't know they're watching a snack brand. They think it's social commentary. Jay never calls himself an influencer. He says he’s a creator, period. There’s a difference, and he makes sure people know it. His TikTok has around three hundred thousand followers, Instagram about half that. The comments read like a sigh of relief, people fed up with fake polish, finally hearing someone say what everyone else was thinking.
This fits into something called deinfluencing; people pushing back against the buy-everything-trust-nobody cycle. But Jay's version has teeth. He's naming names, calling out the economics. Big venture money flows to chains with good lighting. Family businesses with actual stories get ignored because their content isn't slick enough.
Jay watched his New York neighbourhood change. Chains moved in. Influencers posted about places that had funding and were aesthetic. The old spots, the family ones, got left behind. His videos are about that gap. The erosion of local culture by money and aesthetics.
"Big chains and VC-funded businesses are promoted at the expense of local ones," he said. His content doesn't just roast influencers. It promotes other small food makers who can't afford to play the game. He positions Daadi as a defender of something real against something plastic.
And it's working. Not just philosophically. Financially. The videos drive traffic. People click through, try the popcorn, come back. The company can't keep stock. That's the proof.
Daadi popcorn features authentic Gujarat flavours like Sweet Chai and Spicy Masala, all vegan and gluten-free Daadi Snacks
The blowback
People unfollow because they think he's too harsh. Jay's take: "I would argue I need to be meaner."
In May, he posted that he's not chasing content creation money like most people at his follower count. "I post to speak my mind and help my family's snack biz." That's a different model. Most brands pay influencers to make everything look perfect. They chase viral polish, and Jay does the opposite. In fact, he weaponises rawness and treats criticism like a product feature.
The internet mostly backs him. Reddit threads light up with support. One commenter was "toxic influencers choking on their matcha lattes searching their Balenciaga bags." Another: "Influencers are boring and unoriginal and can get bent." The anger is shared. Jay simply gave it a microphone and a snack to buy.
Jay's success says something about where things are going. People are done with curated perfection. They can smell the artificiality now. They respond to brands that feel like humans rather than committees. Daadi doesn't sell aspiration. Doesn't sell a lifestyle. Sells popcorn and a point of view.
The quality matters, including the spices, the sourcing, and the family behind it. But the edge matters too. He’s not afraid to say what most brands tiptoe around. “We just show who we are,” Jay says. “No pretending, no gloss. People can feel that and that’s when they reach for the popcorn.”
Most small businesses can't afford to play the traditional game. Can't pay influencers. Can't hire agencies. Can't fake their way into feeds. Maybe they don't need to. Maybe honesty and humour can cut through if they're sharp enough. If the product backs it up. If the story is real and the person telling it isn't trying to sound like a PR script.
This started with a list Jay didn't use. The business took off the moment he stopped trying to play by the usual rules and started speaking his mind. Turns out, honesty sells. And yes, the popcorn really does taste good.
Daadi Snacks merch dropInstagram/daadisnacks
The question is whether this scales. Whether other small businesses watch this and realise they don't need to beg for attention from people who don't care. Right now, Daadi keeps selling out. People keep watching. The grandmother's recipe that was supposed to need influencer approval is doing fine without it. Better than fine. Turns out the most effective marketing strategy might just be giving a damn and not being afraid to show it.
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