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#KetchupTalks: Aanchal Agrawal on her series and connecting with the audience with her middle class experience

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Smrithi Mohan
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Aanchal Agrawal

Indian stand-up comedian and entrepreneur Aanchal Agrawal gets candid about striking a chord with her audience by turning middle-class guilt into viral reels.

Relatability is at the heart of Indian content creators. Their ability to transform their struggles into engaging content that resonates with people and encourages them to revisit their page motivates creators. Aanchal Agrawal, a comedian and entrepreneur, is doing just that with her latest Instagram series  “Ameer Kaise Lage.” By wanting to flag a rising voice in the Indian comedy space with her relatable satire that’s both hilarious and hard-hitting, Aanchal is striking a massive chord with Indian audiences.

She has been banking on the relatability quotient that has made her a household name in the creator space. Taking inspiration from her very specific yet universally shared anxieties, which are part of every Indian’s middle-class upbringing, has become the main motive behind her series. From the classic case of log kya kahenge, aka “what will people say,” to the guilt of spending on anything even remotely luxurious, these average middle-class experiences have helped her find her audience. With sharp observational humour, Aanchal is flipping that guilt into viral reels that have not only garnered millions of views but have also birthed a new genre of comedy content: “Middle-Class Chic on a Budget.”

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Here's what she has to say about how this series has connected with her audience:

What inspired your brand of comedy that focuses so sharply on middle-class guilt?

My life and upbringing. Comedy often stems from lived experiences and observations, and I believe mine is rooted in my own personal experiences as well. Over the years, through regular performing and creating, I have learned how to present it in a relatable way.

How do your parents or family react to the kind of content you create?

My father, like every Indian father, doesn’t react much to things, but he watches and shares everything, though. My mom is my ardent supporter, my brother and sister-in-law enjoy my content. My family understands the impact when they see someone walk up to me or them to say hi.

Did you expect your series “Ameer Kaise Lage” to blow up the way it has?

I knew it would do well because I enjoyed creating it, but I didn’t expect it to go this viral. Whatever you create wholeheartedly, it brings in great rewards. The universe is kind.

Do you think there’s a therapeutic element, for you or the audience, in laughing at shared insecurities?

Of course! Laughing at our insecurities with others makes the insecurities less powerful, and it helps in creating a bond with those who share the same insecurities with us. Comedy, in itself, is therapeutic for both the performer and the audience.

How do you strike a balance between being funny and being critical of social norms?

Never thought of striking any balance, honestly, but I’m cognizant of my responsibility as an artist, so I do think twice before making any statement. But comedy is just jokes, we shouldn’t put too much social responsibility on comedians, they’re just serving entertainment.

What does “middle-class chic on a budget” mean to you? Is it a movement or just a moment?

There’s no middle-class chic on a budget! It’s just a funny observation that I presented in a satirical way poking fun at both the middle class and wealthy class. I don’t think it’s a movement; it’s just entertainment, but if it inspires anyone to clean up their mess, I’m happy about it. 

As a comedian and entrepreneur, how do you navigate brand work while staying true to your content voice?

Brand work will do well only when the artist has made it authentically. That’s why people moved on from celebrity workshops to next door creators, to have trust. I try my best to be honest in my brand work, and I'm grateful that I’m getting paid to create a brand video. Other than that, I trust that my audience is smart enough to make the right choice for themselves.

Do you ever feel pressure to keep being “relatable”? Is that exhausting?

Yes, it’s exhausting because content and comedy now need the algorithm to reach people. And if you don’t feed the algorithm regularly, it tends to forget you. So it is exhausting, which is why sometimes I take breaks and recenter myself before I can create again.

What’s next? Do you see this genre evolving, or expanding into other platforms (stand-up, web series, merch)?

I don’t know. Every joke, every video has its own journey. I will be elated if it becomes bigger than this, but for now, I don’t know. But I have a few more videos in the ‘Ameer kaise lage’ series, I’m sure the audience will enjoy those as well.

What do you think of her series? Let us know in the comments below.

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