are celebrities because they have been smart enough to understand the potential of digital medias massive reach and have the power to keep their viewers engaged with good content on a daily basis thats the key scherezade shroff for instance quit parttime modelling to become a fulltime vlogger after getting a whopping 2643409 views on her fashion and beauty content she publishes tutorials on makeup hair styling and other groomingrelated diys says shroff ive opened up my closet my wardrobe my world to the audience my life is an open book i create my own content today i shot a diy on eyebrows the audience loves to see the before and after transformations krithika deshmukh 27 engineer follows beauty and style vloggers explains what makes them big stars originality and creativity make them gurus if i have a query i just have to ask and get my reply within minutes what i also like is the consistency and feeling of community through frequent video uploads their upcoming topics are based on requests from viewers so fans like me are getting what we want she says plus the vloggers to build a fan base also deliver their free makeup trial kits and discount coupons to followers adds shroff im accessible to my fans i interact with them unlike traditional celebrities ive no training but i have a style vision and my subscribers like it the best part about these celebrity vloggers is that they cater to a wide range of topics beauty makeup food dancing tech music you name it they have tapped it take 15yearold student shraddha sharma who became an online sensation after uploading her first song in 2011 in just five months she was one of the most heard stars in india shraddharockin has 46525 subscribers in india there are more than a few thousand active music vloggers displaying talent ranging from playing the guitar to singing indian classical ragasmusic fitness food fitness and food vloggers are on an alltime high in india raghav pande with 382049 views in just two years is one of the most popular indian fitness vloggers his flabtoabs in four weeks made him an instant star says pande i create content thats easy to do and original in india the food sector has emerged as the winner nisha madhulika a 57yearold housewifes claim to fame is her kadhai paneer recipe which garnered about 282782 views her tips on how to make butter naan went up to 559536 views says madhulika this was a hobby i took after retirement i dont have any formal training im just a regular housewife next door that is the crux of the digi stars fame their nextdoor appeal along with their smart tips kanika khandelwal ahuja professor of social psychology explains these stars have changed the celebrityfan equation with their easy access confident of their content they interact with their audience unlike mainstream celebrities who have cultivated a snob value over