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Correspondent

23 August 2024 at 9:59:04 pm

Safety First

The death of two people and injuries to five others after a 22-foot Ganesh idol collapsed during its arrival ceremony in Mumbai is a deeply disturbing accident. It is particularly unfortunate that such an incident should occur barely three weeks before Ganeshotsav begins on September 14. A festival that is synonymous with devotion, community and celebration must not begin under such a gloomy shadow. The incident took place in Bhuleshwar, as the idol of Bhuleshwaracha Raja was being...

Safety First

The death of two people and injuries to five others after a 22-foot Ganesh idol collapsed during its arrival ceremony in Mumbai is a deeply disturbing accident. It is particularly unfortunate that such an incident should occur barely three weeks before Ganeshotsav begins on September 14. A festival that is synonymous with devotion, community and celebration must not begin under such a gloomy shadow. The incident took place in Bhuleshwar, as the idol of Bhuleshwaracha Raja was being transported from Byculla to its pandal. Preliminary information points to the unravelling of loose nuts and bolts in the idol’s supporting frame. Whatever the final findings of the investigation, the fact remains that a structure weighing many tonnes and being moved through a crowded urban neighbourhood cannot be allowed to become a lethal hazard. The prompt mobilisation of the Mumbai Fire Brigade, Mumbai Police, traffic police, 108 ambulance service and civic ward staff deserves recognition. But emergency response, however efficient, is no substitute for prevention. By the time emergency services arrive, lives may already have been lost. That is the lesson Mumbai and Maharashtra must absorb before the festival begins. Ganeshotsav is among the biggest public celebrations in the state. Its arrival processions draw enormous crowds, with towering idols, decorated vehicles, music, electrical installations and devotees converging on narrow streets. The scale of the celebrations has grown dramatically, but safety practices must grow with it. Every Ganesh pandal preparing for this year’s festival should treat structural safety as seriously as religious and logistical arrangements. Frames, fasteners, lifting equipment, transport vehicles and securing mechanisms must be inspected by competent personnel before an idol is moved. Organisers should not assume that a structure is safe simply because it has been used before. A single loose bolt can have catastrophic consequences. The authorities, too, cannot leave safety entirely to organisers. Civic agencies should conduct systematic inspections of large idols and their transportation arrangements, particularly where processions pass through densely populated areas. Traffic management, crowd control, overhead electrical infrastructure and emergency access routes need to be planned in advance. Safety checks should be mandatory, documented and meaningful, not just a box-ticking exercise. There is still time to act. The accident should be treated not merely as an isolated mishap but as a warning. Maharashtra has barely three weeks to ensure that every major pandal and procession has robust safety protocols in place. Ganeshotsav should begin with faith, excitement and the unmistakable sense of a city coming together and not with the memory of preventable deaths. The best tribute to those who lost their lives in Bhuleshwar would be to ensure that no family has to suffer such grief during the celebrations ahead.

Creator Economy: Influence, Opportunity and Risk

Social media has the power to make or break an issue—and increasingly, it shapes how we think, shop and respond.

The frenzy surrounding content creators has swept across the Indian digital ecosystem. Alongside this surge has come an ever-growing audience of consumers who absorb a constant stream of information, often without questioning its credibility or filtering what they consume. Immersed in an endless flow of content, many lose track of both time and context, consuming information seamlessly and often unconsciously across platforms.


We cannot escape the reality that social media has the power to make or break an issue. Much of our daily lives is increasingly shaped by the content we consume online, influencing everything from public opinion and purchasing decisions to cultural trends and political discourse.


India's creator economy is experiencing unprecedented growth, evolving from a niche community of YouTubers and bloggers into a multi-billion-dollar ecosystem spanning sectors such as finance, gaming, beauty, food, fitness, travel, and entertainment. Driven by a young, digitally connected population and widespread access to affordable internet, creators have emerged as influential voices that shape consumer behaviour, often rivalling—or even surpassing—the impact of traditional advertising channels. Consequently, influencer partnerships have evolved from experimental marketing initiatives into a core pillar of brand strategy, delivering measurable business outcomes, stronger audience engagement, and impressive returns on investment.


In today's highly competitive attention economy, content has emerged as one of the most valuable digital assets. Audiences are increasingly gravitating towards short-form, engaging videos that deliver information, entertainment, and opinions within seconds, prompting social media platforms to continuously evolve and adapt their offerings. Creators who can capture attention instantly and retain audience engagement hold immense value for brands seeking to connect with highly targeted audiences at scale. As consumers spend more time on digital platforms, authentic and relatable creator-led content often generates greater trust and engagement than conventional advertising. This transformation has positioned creator-led influence as one of the most impactful and effective forces shaping marketing strategies, consumer behaviour, and purchasing decisions in India today.


The market for content creators is booming in India, with around 60 per cent of creators coming from Tier-2, Tier-3, and Tier-4 cities, highlighting the growing importance of regional and vernacular content. India's creator economy has evolved into a vast digital ecosystem with over 100 million creators, including approximately 2.5–4.4 million active digital creators who have more than 1,000 followers. Although it is a multi-billion-dollar industry, earnings remain concentrated among a small percentage of creators, making monetisation highly unequal.


Creators can broadly be divided into three categories: active creators, nano creators, and micro creators. However, only 8–10 per cent of active creators earn a sustainable living from content creation. Most nano and micro creators earn about Rs 15,000–18,000 per month, often treating content creation as a side income. Macro creators can earn anywhere between Rs 50,000 and Rs 5 lakh or more per sponsored post, mainly through brand partnerships. Many creators are also moving beyond brand deals by registering businesses and launching their own products, reducing their dependence on sponsorships.


The recent incident in which a content creator revealed her gold collection online eventually led to a theft at her residence. Madhya Pradesh YouTuber Rachna Gurjar was robbed of gold, silver, and cash worth Rs 8–10 lakh after frequently showcasing her jewellery on social media.


Burglars reportedly used her videos to study the layout of the house before carrying out the crime. They disabled the CCTV cameras, locked the family in a room, and executed the heist.


Social media is not always a safe space, and information shared online can easily be exploited by criminals. As the creator economy continues to grow, creators must exercise greater restraint in what they share, while consumers must apply critical thinking rather than scroll mindlessly.


(The writer is a media professional and a Research Associate with IIM, Shilong. Views personal.)


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