Everyone loves Pammi aunty!
Modelled on a boisterous Punjabi stereotype, the character played by actor and comedian Ssumier S Pasricha, has taken the internet by storm. On the first day of the 11th edition of the India Digital Summit, the actor said he thinks quality of content is utmost because today, anybody can create anything within seconds, but what touches the audience, and what goes viral is the content.
“What made Pammi aunty an internet sensation, or viral, was the clean quality of the content. Everybody could relate to that, and it was different; something that people hadn’t seen before,” he said.
Discussing the type of platform one should use to promote content, Ssumier said that while he started off with Facebook, and later Instagram and YouTube, what really helped push his content to more people was WhatsApp. The videos on Facebook and YouTube were downloaded by people and made viral by those same people who chose to circulate it through WhatsApp. “I think WhatsApp is another big platform these days to create something,” he added.
Ssumier also supported celebrity endorsement and said, “When I started endorsing brands, my very first was with a fashion exhibition, and people loved it! I was not very sure whether Pammi aunty could endorse anything, but I got a very good response. After that, I got a lot of calls. At times, I do get trolled by my audience; they say I have become too commercial. But at the end of the day, I only endorse things that I can relate to and believe in. Coming back to celebrity endorsement, yes, it helps because so many people are following you. It is all about branding and placement.”