DIDIHOOD ~ Issue 64

Happy Pride Month Didis! 

As we wrapped up May and South Asian Heritage month, we were able to announce the eight recipients of this year's Didi Creative Fund. We are so grateful for all of the support this fund has received and all of the incredible applications that were submitted. Learn more about the recipients here.

We also just wrapped up our Never Have I Ever contest in partnership with Netflix Canada. Four lucky winners received two passes each to the Toronto fan event and screening of the first two episodes of the show, and the event will include an appearance by Didi Maitreyi Ramakrishnan! Next up, stay tuned for the announcement for applications for this year's mentorship program! 

Meet the Didi:
This month, we are meeting Ashna Mankotia, a product manager and content creator that you've likely come across on TikTok. She also recently launched a membership community for women focusing on career, identity, and community. 

What inspired you to start sharing on TikTok? 
From a really young age I've enjoyed sharing content online. I flirted with starting a YouTube channel back in high school but I was a little scared to put myself out there. I was always active on Instagram, Snapchat, Twitter, but never could commit to YouTube. Then just as Covid was becoming the main character, I heard about this thing called TikTok. It was a combination of timing, having more time on my hands, being more comfortable with who I was, and just feeling like I wanted to have fun with TikTok. I didn't start making videos with the goal of becoming an "influencer" nor did I imagine I would one day make money through TikTok. It truly has been one of the best things I've ever done, not just from a financial perspective but I think the reward of putting yourself out there is so much greater than I originally expected. 

We don't always see South Asian content creators grow to have such a large audience and reach so many people both in and out of the South Asian community. What has that journey been like? 
When I initially embraced being a content creator, I never set out with the intention of becoming an inspirational role model preaching the importance of representation within the South Asian community. As a lifestyle content creator, my content primarily revolves around personal topics, which may seem narcissistic at times. I don't aim to educate others about food, fitness, or style; I just enjoy sharing stories about my own life. But what seems to resonate with my audience is that I am a South Asian woman who is unapologetically living a life I love. 

Through my content, people witness my journey of building a life that encompasses a healthy relationship, an ongoing journey of body acceptance, an ambitious career, a new startup venture, and strong connections with friends and family. It has been an incredible experience to put myself out there and connect with both South Asian and non-South Asian women of all ages. To be honest, I attribute some of the success to luck. I think people enjoy my content because I genuinely love sharing stories from my life. It's pretty humbling that people care about what I have to say, and I don't take their support for granted. 

Have you felt any barriers in content creation on social media, and how have you overcome them? 
There was a short period of time where I got caught up in the influencer hustle. There was a period when I found myself comparing my success to that of other influencers, feeling envious of their PR opportunities and thinking too much about the money aspect. It's easy to get caught up in the allure of social media and the potential for financial gain. 

However, earlier this year, I had an "aha" moment that shifted my perspective. I started experimenting with a new style of vlogs, and I felt a deep sense of pride in the storytelling aspect of my content. It made me realize that storytelling is a skill that can truly impact and connect with others. From that point on, my main focus became how I could tell better stories through my content. I want to create videos that bring joy to people. And I want my little corner of the internet to be a place I can be proud of. 

You are launching a community called Saffron in June. Tell us about the project. 
Saffron is a global membership community for women with three pillars, community, career, and identity. The inspiration behind starting Saffron came from the strong desire I sensed from my audience, primarily consisting of women, to connect with not only me but also with each other. Sometimes creators like to say that they have a community but I don't think that's always true. A community is circular, on social media creators typically have an audience which is parallel. It's not the same thing. 

I wanted Saffron to be more than just a platform for discussing professional growth. In Saffron, we can have conversations about our favourite books, meet up for drinks, or participate in workshops on personal branding through style. Saffron is all about building a well-rounded life you love. With Saffron, I believe we can create a community that combines support, inspiration, and enjoyment in a way that resonates with women worldwide. 

Do you have any other projects coming up?
The first quarter of this year was pretty busy but I am open for partnerships at the moment, *cough* *cough* if any brands are reading this. 

What advice do you have for Didis looking to forge their own path and build a community like you have? 
I'm about to be cliché and corny. I'm warning you ahead of time. Believe in yourself and the value you bring. It's natural to doubt ourselves and question whether our words, experiences, and ideas are worth sharing. But trust me, they are. You have a unique perspective and a voice that deserves to be heard. Embrace your authenticity and have the courage to put yourself out there. 

In a world filled with so much content and noise, it's essential to stay true to who you are and share things that are meaningful and authentic to you. Don't focus solely on algorithms or trends. Focus on being genuine, expressing your unique point of view, and creating content that resonates with your audience. Your genuine approach will attract the right people, your people — the ones who will connect with you on a deeper level. As you forge your own path and build your community, remember that your unique perspective has the power to make a difference and resonate with others. Your people will find you. 

What we're reading:

Celebrating Pride Month: 2023, dive into 15 stories about queer South Asian history, icons and culture in The Juggernaut

How these South Asian women are finding their voice through podcasting by Kiran Singh

Hair oiling is more than a trend—it connects me to my South Asian roots by Ayesha Habib in Chatelaine 

Hollywood has a new wave of South Asian faces: Meet 14 of them here by Liz Calvario

What we're watching:

I'm Doing My Job is a documentary that follows the personal lives of women of colour frontline healthcare workers across the US from March 2020 to present day

The Muppets Mayhem starring Didis Lilly Singh and Saara Chaudry

Didi Vivek Shraya's new music video for "He Loves Me Until He Hates Me"

— Nikkjit Gill

Issue 64
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