Within this competitive space, stands out for her unique content style and active engagement with her audience. As a notable personality within the Mallu Instagram scene, her content often features a mix of lifestyle, fashion, and personal updates that resonate with a younger audience [1].
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The rise of OTT platforms (Netflix, Amazon Prime, Sony LIV) has changed the equation again. The audience is no longer just the Keralite in Kerala; it is the expatriate in the Gulf, the second-generation immigrant in the US, the student in Bangalore. Within this competitive space, stands out for her
