Digital content creator Apoorva Mukhija has strongly criticized the increasing commercialization of content creation and hinted at moving away from this field. In an interview with ‘The Indian Express’, Mukhija described the online world as ‘a circus’ where the media chases her for more clicks rather than good merit. She expressed her tiredness and said that she was working on something else.
Expressing her deep disappointment over content creation turning into a business, Apoorva Mukhija questioned, ‘We all started this for fun, and now people call it an industry. It was just a matter of talking to the camera, how did it become so serious? She revealed the pressure of struggling to stay relevant, attending events, posing for photos and maintaining networks. Mukhija said, ‘I don’t know who has commercialized this field so much. I never took it that seriously. I’m just a girl who wants to talk to the camera; It’s really not that deep.’
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Planning to take a break from content creation
The creator expressed his desire to retire, explaining his fatigue with the demands of constant content creation. She said, ‘I want to retire from content creation. I’ve been doing this work for a very long time, so I want to do something else. I am working on something else. If it’s good, then fine, if not, I’m always creating content.
Recent controversy became the reason?
This announcement has come amidst the recent public scrutiny of Apoorva. Earlier this year, Samay Raina faced criticism over comments he made during an episode of his show ‘India Got Latent’, which even caught the attention of the National Commission for Women.
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Apoorva Mukhija’s career
Apoorva Mukhija first rose to fame as a digital creator, and built a strong fan base through her candid humor on social media. His popularity on digital platforms opened the doors of the entertainment industry for him. Apoorva made her television debut with the reality show ‘The Traitors India’. The show, hosted by Karan Johar, premiered on Prime Video on June 12 last year.