Sasur Xxx [2021] — Pihu Singh Mardana
Pihu Singh Mardana: Redefining Entertainment Content and Popular Media for the Digital Generation
Pihu Singh Mardana
This paper examines the entertainment content created by digital creator within the broader ecosystem of Indian popular media. Moving beyond traditional television and film, Mardana represents a new wave of micro-celebrity whose content blends humor, relatability, and regional specificity. Analyzing her narrative style, audience engagement, and cross-platform presence (Instagram, YouTube, TikTok before ban), this study argues that creators like Mardana are reshaping “entertainment” by democratizing access, challenging mainstream beauty and behavioral norms, and creating niche yet scalable popular media. The paper also addresses the tensions between commercial branding and authentic self-presentation in the creator economy.