Influencer marketing comes with responsibility: Divya Fofani

Content creator Divya Fofani, known for his mix of high-energy stunts and spiritual themes, has said that influencer marketing comes with responsibility and that creators must carefully choose the brands they work with.

Speaking about the rapid rise of influencer-led campaigns, Fofani claimed that brand deals should not be taken lightly. “At the end of the day, there’s a person watching that video, someone getting influenced by you. You have to be very conscious,” he said. According to him, he only associates with brands that align with his vision and lifestyle. He further added that gambling and other categories that could harm youth are strictly avoided. “Our parliament also just announced a bill, which I feel was a much-needed change,” he remarked.

Fofani also recalled his viral collaboration moment during the launch of Prime energy drink in Mumbai, an event attended by global creators MrBeast, Logan Paul and KSI. He said he had been “heavily inspired” by their work and had studied their content for years. When they visited his home city, he created a Prime mascot costume to stand out. “They couldn’t ignore me because I was literally promoting their brand. It was a very magical moment,” he claimed. 

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He noted that his viewers were equally invested in the journey. “They used to call me, text me, saying bro, where are you? Bro, take my ticket and go meet them,” he said, adding that the audience saw him as “a brother or a friend achieving that goal.”

On his content style, Fofani admitted he often draws from western pop culture. He said his series “Scam Seat” was inspired by Max’s popular “Career Ladder” videos but adapted for Indian audiences. “Our culture and content are heavily influenced by the West. My idea was to fit it in my style of content, which revolves around college life,” he explained. He insisted that it was not a parody but an interpretation that reflected his audience’s realities.

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Tracing back to his early days, the creator said he began with a broken Android phone, which he still keeps. He admitted that insecurities about editing and camera presence were common struggles. “These are normal struggles that anyone starting out faces. But with discipline and consistency, you break through,” he claimed.

Fofani, who describes himself as someone who enjoys “playing with human emotions” and interacting with people on a personal level, said his goal remains to keep his content raw and curious. “Whatever I feel strongly about, I ask without filters,” he said.

Speaking about his dual approach, Fofani claimed there are “two sides” to his social media persona. “If you see, there’s one side of me pranking people, dancing on the streets, doing the randomest things. And there’s one side which is being the most spiritual, wise guy. In real life, I am between those two,” he said. He added that he regularly practices gratitude meditation, temple visits and Jain rituals such as Paryushan.

The creator admitted that, at first, he hesitated to present this side of his identity online. “Initially, I felt wearing a dhoti or showing my rituals would be cringe for Gen Z. But everything in 2024 and 2025 is about accepting your identity. If I don’t show my authentic side, how will people connect with me?” he said.

Fofani said he launched a Paryushan series last year, explaining that earlier he would disconnect from his phone during the festival. “Now I thought, why not connect my work with my devotion to create a larger impact? That has turned around beautifully with the grace of God,” he claimed.

Fofani has also said that he aims to showcase India’s festivals and traditions to international audiences. Citing an example, he recalled how he invited a foreign guest to join the Jagannath Rath Yatra in Odisha. “India as a country and culture is extremely deep and rich. If foreigners usually come, they see the Taj Mahal or the Gateway of India. But to actually visit our festivals and celebrate them like us was very beautiful,” he said.

According to him, such projects allow global audiences to see Indian culture beyond tourist landmarks. “We as youth should accept and embrace it. If we can enjoy it, why cannot we embrace our culture?” he added.

The creator also spoke about interviewing fellow influencers such as Shalini Parsi and Sufi Motiwala. He claimed that interviewing them was easier than his regular street interviews. “Day-to-day, I deal with 10 different people with 10 different moods on Marine Drive. These influencers are PR sound, they know what to talk. So it’s actually simpler,” he said. 

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Asked about roasting, he said he avoids targeting individuals but admitted that when hosting red carpets, some preparation is required. “You need a little research. But most of it is impromptu based on the guest’s energy,” he explained.

On foreign collaborations, Fofani said his approach is simple: greet with a smile, ask about their country and offer food before introducing them to Indian festivals. “Nine out of ten foreigners are intrigued and want to celebrate things traditionally rather than being a tourist,” he claimed.

Asked about social media trends, he said he avoids following them. “Trends are bad because you cannot remember them. If you ask someone right now what trend they remember, they won’t recall anything,” he said.

Looking ahead, the influencer said he wants to expand into long-form formats. “I’ve been told I can host a talk show or podcast. I want to explore that and maybe host a show,” he said, adding that the OTT platforms’ push towards influencer-led content could provide that opportunity.