The UK’s National Health Service is lining up thousands of medics and volunteers on Monday (28) to be ready to deliver jabs up and down the country as the Oxford University vaccine against COVID-19 is on the brink of getting regulatory approval.
The vaccine, which is being produced by bio-pharmaceutical giant AstraZeneca and also has a tie-up with the Serum Institute of India, is being evaluated by the UK’s independent Medicines and Healthcare products Regulatory Agency (MHRA) after the final cut of data was submitted by the government last Monday.
According to The Daily Telegraph, officials have pinpointed January 4, 2021, as the date the rollout of the mass vaccination programme will begin with so-called trained vaccinators administering the first of two jabs across stadiums, conference centres and race courses among some of the large venues being prepared for the complex task.
"At the moment, we are operationalising everything for January 4 for the first Oxford/AstraZeneca jabs in arms. You’ll see it everywhere, while we’ll also be carrying on with Pfizer," the newspaper quoted a government source as saying.
"Tens of thousands of vaccinators and support staff have been recruited," the source said.
While vaccinations were briefly paused for the Christmas weekend, the already approved Pfizer/BioNTech vaccines have resumed rollout from Monday.
Volunteers are expected to be delivering at least a million jabs a week to the most vulnerable categories of the population by the middle of next month, once manufacturing has been scaled up.
It comes as a senior UK scientist pinpointed the Oxford vaccine as a real gamechanger, which could see the country achieve herd immunity as a result of vaccination against the deadly virus by the summer months of 2021.
"The people that have been vaccinated will be protected within a matter of weeks and that's very important," Professor Calum Semple, a respiratory disease expert and member of the government's Scientific Advisory Group for Emergencies (SAGE), told the BBC.
"On an individual basis these vaccines are so good that they will protect individuals, so we don't have to wait for this nonsense about herd immunity developing through natural infection, we can start to protect the individuals. To get the wider community herd immunity from vaccination rather than through natural infection will take probably 70 per cent to 80 per cent of the population to be vaccinated, and that, I'm afraid, is going to take us right into the summer I expect," he said.
Britain has ordered 100 million doses of the jab, with 40 million expected to be available by the end of March.
AstraZeneca chief Pascal Soriot has stressed that researchers have found the "winning formula" using two doses of the vaccine, ahead of the final results being published.
He has raised hopes that the jabs are more effective than first thought and should be effective against a new variant of the coronavirus that is now causing havoc in most parts of the UK.
Hospitals in the south of England say they have seen a "real rise in pressure" as the number of COVID patients needing treatment increases. On Sunday, some 30,501 infections and 316 deaths were recorded in the UK.
But the true scale will be higher, as Scotland is not releasing data around deaths between 24 and December 28, while Northern Ireland is not providing either case or death data over the Christmas period.
According to the government's COVID dashboard, there were 21,286 people in hospital with coronavirus across the UK on December 22, which is the last day for which data is available. This is only slightly less than the 21,683 patients recorded on April 12 – at the peak of the pandemic.
A review which will decide whether more areas will be moved into the harshest tier is expected on Wednesday, as the new highly infectious variant of coronavirus spreads across the UK and the world.
More than 6 million people in east and south-east England went into the highest level of restrictions from Saturday, which now affects 24 million people representing 43 per cent of the population. Most parts of the UK remain in some form of a lockdown as a means to try and curb the more rapidly spreading variant of coronavirus.
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.
By clicking the 'Subscribe’, you agree to receive our newsletter, marketing communications and industry
partners/sponsors sharing promotional product information via email and print communication from Garavi Gujarat
Publications Ltd and subsidiaries. You have the right to withdraw your consent at any time by clicking the
unsubscribe link in our emails. We will use your email address to personalize our communications and send you
relevant offers. Your data will be stored up to 30 days after unsubscribing.
Contact us at data@amg.biz to see how we manage and store your data.