New Delhi, May 8 -- Popular yesteryear video jockeys, actors, and musicians who rode the wave of post-liberalisation aspirations in the 1990s, before fading into near-oblivion, are now staging a second innings on social media platforms.

These include Rahul Roy, who became an overnight sensation with his 1990 romantic hit Ashiqui, video jockeys Mini Mathur and Maria Goretti, and actors Dalip Tahil and Govinda. Some of them regularly create content, while others channel their creativity to their primary businesses such as live shows, concerts, and life-coaching.

However, as they attempt to reinvent themselves, they are discovering a digital world divided along generational lines. The real challenge lies in finding their niche and striking...