First Come, First Served: Content creator Aditi Agrawal on building her brand the DIY way

Lucknow-based DIY content creator Aditi Agrawal, with over 1.5 million Instagram followers and 14 million YouTube subscribers, says timing often decides who wins in the online space. Her marketing magic is simple... authenticity first. She has been working with a mix of legacy brands and new-age disruptors.

Her portfolio boasts collaborations with household names like Fevicol, Fair & Lovely (now Glow & Lovely), and Colgate, alongside lifestyle and fashion labels that speak directly to her Gen Z audience. From FMCG giants to beauty and apparel brands, she has learned the art of tailoring content so that it feels less like an ad and more like a story her followers want to engage with. “There are a lot of requests coming on my DM to make certain things, and I’m sure other creators get the same. It’s very rightly said—first come, first serve. I always try to be the first one to create something, or if not the first, then definitely the best,” she said.

Agrawal began her journey in 2017, experimenting with formats to understand her audience. “Initially you don’t know what people are looking for, so I kept trying and blending education with entertainment. Art and crafts can be purely instructional, but I wanted my videos to also be enjoyable to watch,” she explained. She focuses on weaving brand messages into her everyday life, whether that’s through relatable skits, trending audio, or personal anecdotes. This approach has not only helped her build trust but has also kept her audience invested in her content. 

Her most recent viral work—a recreation of Louis Vuitton’s ₹35 lakh auto-rickshaw bag in just Rs 2,000—was both a personal passion and a response to repeated audience requests. “The first day I saw that bag online, I knew I had to make it. My audience kept asking for it. It took me 14–15 days, sourcing materials online because Lucknow’s craft market is small. I even used a foam sheet I had bought two years ago. In craft, you never know what will be useful next,” she said.

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Agrawal has integrated DIY into diverse brand campaigns—from Fevicol and Camlin to Google Gemini, Vivo, and beauty products like Glow & Lovely sunscreen. “Blending sunscreen with art wasn’t easy, but we told a story through a cinematic video. With Fevicol or other craft brands, it’s simpler because the product already connects with my genre. But even for makeup or skincare, I find a way to make something so my audience gets DIY and the brand gets visibility,” she said.

Agrawal works on a paid collaboration model, with pricing decided by her agency and manager. “Some brands approach me for unique features—like a hair oil brand wanted me because of my long hair,” she said. And while she doesn’t disclose her exact earnings, she’s candid about the opportunities content creation can bring. “From this work, I’ve bought my own two houses. You can easily see from a creator’s lifestyle how much they’re earning. Our parents are also supportive—they even attend events with us now,” she added.

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For new creators, she advises starting small. “I began with paper crafts and upcycling—turning an empty pump bottle into home décor, for example. You don’t need a big investment to start. Art and craft is a skill, not a shopping list,” she said.

Despite competition from international and AI creators, she believes quick execution and quality matter most. “The LV bag has been recreated by many, but I made sure mine looked the most like the original,” she said.

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A post shared by ADITI AGRAWAL (@crafter_aditi)

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Agrawal draws inspiration from creators like “This Project” and “a rock from Mad,” a childhood favourite she hopes to meet someday. For future collaborations, she’s open to designing for any global fashion or accessory brand. “I’m not biased towards any brand. If they want me to design a bag or dress, I’m ready,” she said.

In a space where attention spans are short, she knows how to make each collaboration look organic while keeping the brand front and center. For Agrawal, the reality of content creation is straightforward: “In this space, there’s always someone ahead of you. The trick is to get there first—or make sure you stand out when you do it.”