BRITAIN has started trials of a new smartphone app to track Covid-19 infections, with versions also available in South Asian languages such as Punjabi, Gujarati, Bangla and Urdu.
Launched on Thursday (13), the "state-of-the-art app" is part of the NHS Test and Trace service, which has covered over 250,000 people in the UK.
Trials started among residents on the Isle of Wight region and among NHS volunteers across England, and will expand to Newham.
"We’ve worked with tech companies, international partners, privacy and medical experts to develop an app that is simple to use, secure and will help keep the country safe,” said Health Secretary Matt Hancock.
"It’s essential we get the country moving again so people can get back to doing what they love. Our statistics show more people with symptoms are getting tested and NHS Test and Trace reaches the vast majority of people testing positive, and their contacts."
The app was designed to work alongside traditional contact tracing services and testing, to help people understand if they are at risk of infection so they can take appropriate action.
It uses the latest in security technology and is designed with user privacy in mind, so it "tracks the virus and not people".
"It’s really important that we make it as easy as possible for everyone to engage with NHS Test and Trace," said Dido Harding, executive chair of the NHS Test and Trace programme.
"By launching an app that supports our integrated, localised approach to NHS Test and Trace, anyone with a smartphone will be able to find out if they are at risk of having caught the virus, quickly and easily order a test, and access the right guidance and advice.
"The app is a great step forward and will complement all of the work we are doing with local areas across the country to reach more people in their communities and work towards our vision of helping more people get back to the most normal life possible at the lowest risk."
Simon Thompson, managing director of the NHS Test and Trace App, the Test and Trace programme was was vital to control the spread of coronavirus, and that the new app was designed to "give people maximum freedom at minimum risk".
The app, which is being overseen by head of product Randeep Sidhu, will be like having "NHS Test and Trace in your pocket", he added.
"We have worked with some of the most innovative organisations in the world, such as Apple, Google, scientists from the Alan Turing Institute and Oxford University and governments across the world to come up with a state-of-the-art product which works to protect people everyday," Thompson said.
The app comes with a range of enhanced features, including an alert system letting users know the level of coronavirus risk in their postcode district, a QR code check-in option to warn users if they have recently visited any place where they may have come into contact with a Covid-19 carrier, and a symptoms tracker.
Designers of the app stressed that it will offer the "highest standards of data privacy and data security", and not track individuals or hold personal information such as name, address or date of birth.
Rokhsana Fiaz, the mayor of Newham, where the app will be trialled, said the east London borough had "seen some of the most significant impacts of Covid-19 due to the health inequalities and vulnerabilities in our communities".
"With its easy to use features, the app will be available in different languages and comes with the assurance that personal data stays with the user so that people’s privacy is protected," she added.
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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