Influencer in focus: Masoom Minawala
Updated: Jul 3, 2023
Masoom Minawala X Estee Lauder
It was pretty hard picking one blunder from Masoom Minawala’s page, considering most of her work (especially when done for other brands) is subpar and uninspired, but her recent collaboration with Estee Lauder deserves a special mention. The only person here who has done a worse job than Masoom in the collab reel is the editor who failed to sync the dubbed audio with the video, or perhaps Masoom failed to deliver a good enough shot, who knows! Brands employ your services to increase followers on Instagram, to use your fame and popularity in order to give some newness to their products, not to bore them with mundane content and dull monologues.
Aren’t we all a bit too tired by now of Minawala’s repetitive sad narrative, she keeps crying about fighting labels that people have been forcing on her since time immemorial. Her content team couldn’t come up with anything more interesting than this same old rant, which she now uses to market Estee Lauder's latest foundation. It’s high time influencers like Minawala stop using feminism to print dollars for themselves! Please note, feminism is not a stick that you can use to extort people. It is also not a torch you call bear every time you run out of original ideas, your team Masoom, seems to have no ideas at all! This is literally all you do, using the motherhood card for your collaboration reel with tata cliq palette and then again with All Things Baby India, talking about life lessons you were a little too late to learn to get people to try Aqualogica’s sunscreen - do yourself a favour and hire a better content team, we all know you can afford it.
After getting a thorough privilege-check on LinkedIn for boasting about channeling her passion into a profitable venture (people were quick to remind her of her rich parents and husband), Masoom changed her narrative to that of a troubled damsel - distressed by this label ‘putting’ world, who has previously failed in one business venture but now steels herself to get down in the dirt again! Her Instagram reels tab was painted in dull and sad monotones, oozing out wannabe inspiring -bull crap and all this to promote her digital talent management agency in collaboration with Schbang. How will you increase likes on Instagram for other brands when you can't even successfully garner attention for your own agency. At this rate and with this kind of content, god help your agency and your clients.
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