Ashish Chanchlani admits going through a dark phase last year. When countrywide lockdown was imposed due to the coronavirus pandemic, the popular social media content creator was making content alone. “Without my team, it felt a bit lonely. My mind was also distracted and it wandered towards the mean comments and messages by trolls. I just kept wondering what wrong have I ever done to these people,” he says. Chanchlani, who has a little over 25 million subscribers for his situational comedy videos on YouTube, took a few days off from social media and spent time with his family to rejuvenate mentally. 

The pandemic has been hard for everyone. Due to the lockdown, people were at home and the consumption of digital content increased considerably. Not just popular streaming platforms, they were hooked to the feeds of various social media influencers such as Chanchlani for content. Understandably, the pressure to deliver fresh and unique content on a regular basis increased for most social media influencers.