In Tamil Nadu, people don’t enjoy their favourites doing advertisements: Madan Gowri

When it comes to celebrity endorsements, Tamil Nadu has always been a tough market. For decades, icons like Rajinikanth and Kamal Haasan have consciously stayed away from commercials, reinforcing a deep-rooted sentiment that advertisements dilute authenticity. That cultural outlook, said YouTuber and digital creator Madan Gowri, continues to shape how influencers navigate brand deals in the state.

“In Tamil Nadu, people don’t enjoy their favourites doing advertisements. They hate it. Rajinikanth does not do commercials. Kamal Haasan does not do advertisements. Once you do an advertisement, it’s like you’re sold out. And people don’t take you seriously,” he explained.

According to Ormax Influencers India Loves (February 2025), while Mr Beast, CarryMinati, and Bhuvan Bam hold the top three spots, Madan Gowri stands out at sixth position, reflecting his massive influence and loyal following in the country. 

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Walking a Fine Line Between Content and Commerce

Madan Gowri, who today boasts millions of followers, revealed that this mindset made him avoid brand deals for two years, even after his content gained popularity. “But in 2019, I took this full time. This was my profession. I had to create a team. I told my audience, ‘See, this is my profession now. I can’t skip doing advertisements.’ I announced it, and my first integration was Upstox,” he said.

It was only after setting clear expectations with his audience that he began to open doors for collaborations. “Later, Netflix, Amazon, Hotstar came in, especially during the OTT boom in 2020,” he added.

Cultural Mindset vs. Creator Economy

The struggle reflects a larger cultural mindset in Tamil Nadu, where audiences prize credibility over commerce. Unlike other parts of India where influencer marketing has grown rapidly with fewer inhibitions, creators in the South often find themselves negotiating audience trust carefully before signing on brands.

For influencers like Gowri, the balancing act lies in preserving authenticity while building a sustainable career. As the creator economy expands across India, the South’s cultural caution towards endorsements may remain a unique challenge—and a defining factor for how brands approach influencer collaborations in the region.

Brands x Influencers

Even then, he stressed that the balancing act between content and commerce remains delicate. “My audience follows me for my opinions and stories. So if I do an integration, it has to feel relevant. If it looks forced, I lose credibility. And in Tamil Nadu, once you lose that, there’s no going back.”

For marketers, this means campaigns in Tamil Nadu require more sensitivity and nuance than elsewhere in India. Audiences are quick to call out over-commercialisation and slow to forgive perceived ‘selling out.’ Unlike the North or West, where celebrity advertising is an accepted norm, the South prizes integrity and credibility over commercial success.

“This mindset may make Tamil Nadu a challenging market, but for creators like me, it has also forced a sharper focus on authenticity. You can’t treat the South the same way you treat the rest of India. Here, the audience expects you to be real first, and an influencer second,” he said.

From 10 Subscribers to 8.5 Million

Madan didn’t start out with a dream of millions. His first milestone was far more modest. “I always wanted to have a double-digit subscriber base. That is 10 people who follow my content. My high was when I got the 10th subscriber—which was myself. I created another account and subscribed because it was stuck at nine for a long time. I never really thought of millions at all. The high was there at 10, and everything after that just happened,” he recalled.

For Gowri, the secret to longevity lies in staying real. “It’s simple—be true to your audience. Never pretend to be something you are not. Always think of the long term. I am not talking about five years, I am talking about the next 50 years. You don’t have a brand, you are the brand. The only way to survive is honesty.”

This clarity has shaped his journey from a middle-class South Indian household to becoming a household name online. “I am a typical South Indian story. A middle-class family, one-room house, five people living together. I studied engineering, MBA, MS, and worked in IT before YouTube. We had to pledge our ancestral property for loans. Slowly things changed. My dream was to buy a home and car before I turned 50. I did that at 26, thanks to content creation.”

Behind the Reels

The Dream Collaboration with Dhoni

One of his most thrilling career highlights came from a dream collaboration with cricket legend MS Dhoni for Orient Electric. “When I was in 8th standard, I saw Dhoni playing in Pakistan, and even President Musharraf commented on his hair. From that moment, I wanted to meet him. And then, years later, to actually work with him in a campaign—it was surreal,” he said.

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He described the ad as “one of the most viral campaigns I’ve ever been part of. To have Dhoni, an icon I admired since childhood, endorse a brand alongside me was unbelievable. It was a dream come true, and it still feels like one of the top moments of my career.”

Inspiring a Generation of Creators

Gowri’s journey has also inspired others to take the plunge. “I know at least 10 to 15 channels with over a million followers in regional languages who started content because of me. When a creator without any nepotism background can succeed, it proves the internet is a democracy. My life is my message. If I can do this, anyone can,” he said.

For Gowri, the comments section remains his true litmus test. “Comments are everything. That’s democracy on the internet. Politicians face people once in five years, but influencers face people every time they post. I post every day—so I face it every day.”

Beyond Content: Building Businesses

Expanding his horizons, Gowri has turned entrepreneur with mCholas, a company that connects creators with brands. But he is careful about keeping his personal identity separate from his ventures. “Advertisement today is not just TV—it’s every WhatsApp message, every notification. But I never attach my face to these ventures. The mistake most creators make is attaching their personality to the product. Elon Musk is the best example—Tesla’s sales got hit because of his political ideology. If it can happen to him, it can happen to anyone,” he explained.

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Facing Controversies and Responsibilities

Like most public figures, Gowri has faced controversies, including a bizarre moment when he was accused of being a spy. “During Operation Sindoor, people spread fake news that I went to Pakistan and was a spy. They even took screenshots of a video I shot in Nepal. Funniest thing I ever heard. I really got famous in North India for that controversy,” he said.

Alongside fame comes responsibility. “If someone wants to deal in black, this is the worst place to be. It’s 100% white market. The money you earn is because people watch you, so giving it back as tax is the right way. It’s a social responsibility too,” he added.

On his inspirations, Gowri said, “I follow BeerBiceps— Ranveer Allahbadia—and MKBHD, Marcus Brownlee. They’ve influenced my growth a lot.”