TV STAR AVINASH MUKHERJEE ON LEARNING, ACTING AND LIFE IN LOCKDOWN
by ASJAD NAZIR
TALENTED actor Avinash Mukherjee has been impressing audiences ever since his star-making turn as a 10-year-old in hit drama serial Balika Vadhu, which still enjoys a loyal fan following and is being re-telecast during lockdown.
The 22-year-old has since delivered winning performances in diverse projects that include the very popular serial Shakti – Astitva Ke Ehsaas Ki.
Terrific TV star Avinash has been trying to keep busy during lockdown, but was happy to speak to Eastern Eye about his career, self-isolation, acting and future hopes.
How have you been handling the Covid-19 lockdown?
I’ve been handling it really well and spent a lot of time with my family. Of course, this is a situation that mankind had never perceived possible, where we would actually be sitting in our homes for three months with bad news all over, especially in a country like India where the minimum wage is less than Rs 30. People are migrating back to their own states because of the extended lockdown and social distancing by the government.
What have you been doing?
I’ve been trying to help and doing my bit as much as I can. I’ve been working out, taking care of my body and mind, rereading my favourite books and rewatching my favourite films. I have also been working and creating new business ventures, and just dealing with things.
What has helped you most to cope with the lockdown?
The new ventures I have been working on. I really can’t sit idle, so if I’m not shooting I want to keep doing something really productive. I asked one of my mentors Ronit Bose Roy, ‘that you are so successful, you have power, money, fame, but what keeps your mind going.’ He just said two words 'adoption' and 'remapping', so that’s exactly what I do. I took that as a Guru mantra and whatever situation it is, I take it as adoption and remapping.
What do you mean?
So when the lockdown hit us, I remapped and thought about what productive thing can be done? What are the problems that will come now because of this situation and how can I tackle them? Different situations bring different problems, but they also give you many opportunities to serve, solve and provide valuable solutions to people.
Which of the projects has been closest to your heart?
My most special project is Balika Vadhu and it’s always been my closest. It’s retelecasting now and my mom watches it every day. In fact, it’s 6:22 pm and she is watching Balika Vadhu right now.
What is the plan after lockdown is over?
The plan is to resume shooting as early and safely as possible. To make sure that all my crew and unit members are ok, to see if there is anything I can do for them. I feel we are very fortunate to have a car, home, food on the table and all other necessities, but there are lots of people who don’t get anything. So I urge people that, please, whenever you go back to work, make sure that people around you, who are not so fortunate, are taken care of. Ask them about their family.
What would be your acting master plan going forward?
In Hindi, there is a dialogue, which is ‘master plan bataya nahin, dikhaya jata hai’, which means the master plan is not to be told, it is to be shown. If all goes well and God remains graceful, as he has been always, it will be shown soon.
What would be your dream role?
I have many dream roles. Kabir Singh is the latest. Also what Shah Rukh Khan did in Mohabbatein, what Amitabh Bachchan did in Deewar and Prabhas in Baahubali are the kind of roles I want.
What do you enjoy watching as an audience member?
I watched Paatal Lok, which I liked and also loved Dynasty. I have watched films like the Gangs Of Wasseypur, Joker and Pardes. I enjoy watching crime films and The Godfather is one of my favourites.
If you could master something new, what would it be?
I am actually really looking forward to learning a subject from our ancient Gurukul system in India, which is known as samurda shastra. That is the art of reading people’s faces, which, as we know, is difficult in a world filled with not so simple and very complicated people.
Today, what inspires you?
This interview that will be seen and read by the most wonderful people from the UK, so that what’s inspiring me right now.
Why do you love being an actor?
It is because I have been always afraid of the mortality of human beings since I was a child. I think that it happens with every child when they first come to know the reality of death and see a family member is dying, and realise they can’t see them again. One day I realised this field of acting can make you immortal. Greats like Irrfan Khan, Rishi Kapoor and Raj Kapoor may have sadly passed away, but live on through their work. Acting has also given me an opportunity to be someone I am not and doing it so honestly that I even fool myself, which is a high I jump out of bed for and chase.
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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