A GUIDE TO HELP COUPLES KEEP THEIR RELATIONSHIP HEALTHY
by ASJAD NAZIR
ALL aspects of life are being affected during the Covid-19 lockdown and that includes love lives.
Whether you are single, living with someone or forced to be apart from your loved one due to self-isolation, there are various romantic challenges individuals are facing on a daily basis.
With that in mind, Eastern Eye came up with a quick guide to keep romance alive, according to the relationship situation you are currently in.
Isolating together
Couples, whether married or not, who live in the same place will be spending even more time together than usual and this can put a strain on even the strongest bonds. Experts have predicted that many relationships may break because of this, but it doesn’t have to be like that, and here are some helpful tips for couples living together to keep the passion alive.
■ Space: Being locked together for 24 hours a day can be overwhelming, so it’s important you give each other space and do individual activities like reading, exercise or a hobby.
■ Fun: This doesn’t mean just in the bedroom! Find activities you both enjoy like watching movies, playing a board game, dancing or karaoke and do them together, mixing it up.
■ Niceness: Let small annoyances be forgotten and press pause on any big arguments. Be nice whenever possible, and if you do find yourself getting angry at your partner, walk away until the red mist subsides.
■ Understand: Don’t make assumptions about what your partner is feeling or make any rash judgements. If something is annoying you or doesn’t make sense, talk it out calmly and keep a communication channel open at all times.
■ Try: Don’t slip into a comfort zone, and make an effort whenever it is possible, whether it is dressing up for your partner, cooking or tidying up. It will be greatly appreciated and show you care.
■ Remember: Keep reminding yourself about qualities that you found attractive in your partner and how much stronger you are together. Also, remember this is a challenging time that is causing stress globally and that you will get through it.
■ Smile: Keeping laughter alive during self-isolation is important because it generates a positive energy, which will create a better atmosphere and be uplifting.
Isolating apart
Many couples do not live together and so, have to be apart during the self-isolation period triggered by Covid-19. Here are some quick tips to keep the flame burning brightly even while being apart from a loved one during the pandemic enforced long distance relationship.
■ Calmness: First and foremost, it is important that you don’t freak out or panic. Being disconnected for a long time might seem scary, but remember your partner is in the exact same position and needs your positivity right now.
■ Video: Make full use of the technology available today and have regular video chats with your partner. You can make them fun by turning them into dates, where you eat together and dress up.
■ Write: Go old school and write to each other. Whether it is a handwritten letter or an email expressing how you feel, write to each other regularly and reveal more about yourself.
■ Playlists: You can also make romantic playlists of songs for one another or create a list of movies or TV series you have enjoyed and recommend them to your partner.
■ Creativity: Whether it is making a funny video, writing a poem or dressing up for a video chat, find creative ways to express how you feel and have fun doing it.
■ Communicate: It is important to keep a good communication channel to let the other person know how you are feeling, but don’t be too excessive with conversation lengths and get overly dramatic with topics. Be honest with each other, but save the heavier stuff for when you are both face to face again.
■ Stay positive: The longer a self-isolation related separation happens, the more strain it will likely put on a relationship, so maintain positivity and let the other person know how special they are to you on a regular basis. Perhaps make plans so you have something to look forward to once the lockdown is over.
Isolating single
Those who are single don’t need to feel left out during the enforced stay indoors and can still potentially find love. In fact, there has been a documented number of people who have found love without leaving the comfort of their home, and here are some quick tips to help you along the way, including why it may turn out to be an advantageous situation.
■ Not alone: If you are isolating alone and not in a relationship, it is easy to feel down, but stop yourself from doing that and look on the bright side. There are a lot of other singletons out there in the same position, waiting to be found.
■ No no: You and your ex-partner are no longer together for a reason, so resist the urge of calling or messaging your ex. Remind yourself there are lot of new people out there waiting to meet you.
■ Download: There are lots of dating apps that will enable you to look for that someone special without breaking self-isolation rules and venturing out. Apps like Tinder and Bumble will allow you to communicate with potential partners.
■ Friendship: The first step towards a lasting relationship is friendship, so get online or start swiping on apps and meet new people. Then, who knows, one of these new friends could be someone special.
■ Time: The big advantage of being in self-isolation is that you have a lot more time to not only find someone, but to get to know them as well. You can spend more time talking and don’t have that pressure of meeting up immediately or going too fast.
■ Romance: The option of taking someone on a first date like a restaurant may not be there, but there are plenty of other ways to get romantic with someone you may have connected with or are trying to woo. Whether it is humour, romance, intelligence or emotional depth, let that other person see your inner light. So much that they will be dying to meet you when this is over.
■ Love: Remember the first step towards true love is to love yourself. Spend this time in quarantine reconnecting with that inner light and taking care of yourself. Love yourself, smile and remain positive. Everything else will look after itself.
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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