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May 15, 2024 - 21:43
By asia.nikkei.com

India's Instagrab: Modi's re-election bid weaponizes social media influencers

NEW DELHI -- Veer Sharma and Parul Ahirwar play India's favorite henpecked boyfriend and henpecking girlfriend in viral videos that often feature Ahirwal wielding a frying pan or broom and Sharma running in terror.

Friends in real life, the two 29-year-olds have vaulted to superstardom on social media platform Instagram with their slapstick videos mocking gender stereotypes, or just as frequently playing to them wholeheartedly. Whatever the formula is, it works: Sharma has 1.5 million followers, while Ahirwar has 2.4 million.