iWorld
Digital content creators discuss opportunities and challenges of social media influencers
Mumbai: Popular digital content creators Chaithania Prakash, Ardhra Sajan, and Deepika Venkatachalam participated in a session titled “Social Media: Playground or Business School?” at ABP Network’s The Southern Rising Summit. They gathered to share their insights on the evolving digital landscape and to discuss the opportunities and challenges faced by social media influencers.
Chaithania Prakash, a digital content creator, shared her perspective, saying, “As influencers, we have a responsibility to ensure that nothing negative impacts our followers. We make sure the content we provide is of high quality to avoid any negative influence on our followers.”
Ardhra Sajan, another digital content creator, spoke about her journey, stating, “Initially, we didn’t know what to do on social media. Our follower count gradually increased, which brought a sense of responsibility. I started promoting products, but I received negative comments. So, I became more selective in my promotions to be a trusted influencer. The number of followers doesn’t matter; what’s important is the value we provide and our personal growth. Negative comments about physical appearance don’t bother me. What truly matters is my self-perception, which is what I want to convey to my followers.”
Highlighting challenges, Deepika Venkatachalam, a digital content creator said, “Some influencers are promoting betting apps, which negatively affect people’s lives, and I find this distressing. Everything is becoming digital, and people are seeking shortcuts. We have a responsibility to follow laws and use hashtags for paid collaborations to make it clear to viewers that it’s a promotional partnership. I believe this is a positive initiative from the government. More than just the numbers, what matters is engagement. Building confidence and engaging with followers is more important.”
The Southern Rising Summit was conceptualised and organised by ABP Network as a tribute to the exceptional growth, cultural richness, and societal harmony exemplified by the southern states of India. The summit aimed to celebrate the spirit and diversity of the southern states, united in a common mission to drive a transformative journey for India. The event featured profound discussions and insights from influential figures in South Indian states and Union Territories.
iWorld
Prime Video to stream Tamil thriller Exam from May 15
Seven-episode series from National Award-winner A. Sarkunam streams in India and 240-plus countries
MUMBAI: Prime Video announced on April 27th that Exam, a taut seven-episode suspense drama set against the crucible of high-stakes competitive testing, will premiere on May 15th in India and across more than 240 countries and territories worldwide.
Written and directed by A. Sarkunam, a National Award-winner, the series is produced under the Wallwatcher Films banner by the creative duo Pushkar and Gayatri, who have previously delivered Suzhal: The Vortex (both seasons) and Vadhandhi: The Fable of Velonie for the platform. Dushara Vijayan and Aditi Balan lead the cast, with Abbas in a pivotal role.
The show will stream in Tamil with dubbed versions in Telugu, Hindi, Malayalam, and Kannada, and subtitles in 15 languages, including English, a distribution sweep that underscores Prime Video’s push to globalise Indian regional content.
Nikhil Madhok, director and head of originals at Prime Video India, framed the series as both timely and commercially astute. “Exam is a very timely and relevant story that captures the emotional intensity of competitive exams and masterfully transforms it into a thrilling high-stakes drama,” he said. “We believe it is a story that will resonate deeply with millions.” Madhok noted that it was a privilege to once again collaborate with Pushkar and Gayatri following the success of Suzhal and Vadhandhi.
For Pushkar and Gayatri, the series is as much a moral reckoning as a thriller. “With Exam, we wanted to dig into ambition, injustice, and those moral crossroads that people face when pushed to the edge,” the creative producers said. “At the heart of this story is a young woman who refuses to remain powerless. Her journey is not about glamorising defiance, but about exploring the emotional and ethical cost of standing up to a system stacked against her.” They described Prime Video as “an incredible collaborator” and “the perfect home” to bring the series to global audiences.
Wallwatcher Films, which Pushkar and Gayatri founded and run, has been on a productive streak with the platform. Beyond Exam, the company is also readying Vadhandhi Season 2 for Prime Video, making the duo one of the platform’s most active regional creative partners.
The real exam, it seems, is for Prime Video itself: can a Tamil drama about systemic injustice and a young woman’s defiance crack audiences from Chennai to Chicago? If Pushkar and Gayatri’s track record is anything to go by, the answer is likely yes, and the results will be out on May 15th.
