New Delhi, April 9 -- A creator's fluent English, a swirl of opinions around urban cues and a rural backdrop-an unlikely mix that has set the internet abuzz. It centres on West Bengal's East Midnapore-based Pujarini Pradhan (@lifeofpujaa), whose videos span cinema, culture, feminism and cooking. Critics questioned her authenticity, pointing to a perceived mismatch between her content and background. But if anything, the row has turned the spotlight back on creators from small towns and villages-those who had dominated social media during the TikTok era with their raw, regional appeal.

Beyond one creator, the episode offers cues on the highs and lows of virality in the creator economy, especially in the hinterland.

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