How rural creators are rewriting the rules of digital stardom

New Delhi: With smartphones in hand and stories to tell, rural creators are bridging the gap between Bharat and India, captivating millions across languages and borders. Gone are the days when big-city backdrops dominated online content; now, it's about the authenticity of local dialects, everyday village life, and an unfiltered charm that’s hard to fake. 

According to ​​Ashiish V Patil, a writer, producer, director, author and currently heads ‘Isspeshal’, a content hotshop, “Anyone with a phone and connection now has a studio, publishing house and record label in their pocket. Plus, Indians are inherent entertainers, and this ease has erased entry barriers, creating instant fame—even for cringe content.” 

Mohit Jagtiani, Founder and CEO of Next Narrative, highlighted that rural creators share the same drive as urban creators: a passion for storytelling and the joy of audience appreciation. Thanks to affordable data and widespread smartphone access, rural India—now home to 442 million internet users—has become a major force on platforms like YouTube, with an estimated rural reach of 300-320 million.

Jagtiani, also the former Head of Branded Content, YouTube India, said, “With YouTube, there's the advantage of an income from ads, which makes it attractive. Given the massive reach of the platform, rural creators can find audiences for content in almost any language and use the recently launched AI-led creation tools to generate subtitles with ease.”

Akash and Santosh Jadhav, co-founders of ‘Indian Farmer’, have built a platform that shares practical farming techniques through videos, helping farmers improve their yields and profitability. Their content reaches over 10 million viewers across all platforms.

In an interview with BuzzInContent.com, Akash remarked, “Around 70% of India’s population lives in rural areas, and even city dwellers often have roots in small towns or villages. Content in regional languages and local dialects resonates strongly with viewers.” 

Rural creators bring authenticity that people connect with—and we’re seeing this influence everywhere, even in shows like ‘Bigg Boss’ where rural influencers (Shivani Kumari) are gaining a spotlight. In fact, TVF’s Panchayat web series broke records due to its relatability and authenticity factors.  

It's not just about farming tips or how to cook the perfect dal; rural content has evolved into something far more epic. One scrolling through short videos will find content filled with everything from hilarious comedy skits to mind-blowing camera tricks and relationship hacks.

With over 2.1 million followers on his YouTube channel, R Rajesh Vlogs, Rajesh Rawani, a truck driver from Jamtara, Jharkhand, has transitioned into an influencer. 

Speaking to BuzzInContent.com, he shared that the growing popularity of rural content creators stems from their ability to connect urban audiences with their roots. He believes that the authenticity of rural creators resonates deeply with viewers, especially since the majority of India's population lives in rural areas.

Siddhant Mazumdar, Head of Mediabrands Content Studio, India, noted that rural creators’ authentic topics and sincere presentation create a strong connection with audiences. "People love exploring distant worlds through these creators, even if it's far from their own experience," he said, adding that audiences often prefer content in its original language, as tone and expression make it relatable, while subtitles convey the core message.

Rishika Choudhary, Director, Advocacy, Sheeko, shared that access to content and insights on how people are earning through influencer activities has played a significant role. She said, “During the lockdown, TikTok provided opportunities for users to earn money, allowing even those with 5-10k followers to generate income. This trend created a wave that has now shifted to structured influencer marketing content on YouTube and Instagram.”

Viraj Sheth, Co-founder and CEO of Monk Entertainment, highlighted the rise of innovative lifestyle content with a rural twist, such as sustainable farming, handicrafts, and traditional health tips. "Storytelling formats showcasing rural life are gaining traction, attracting both rural and urban audiences. Initially focused on local viewers, this content now has a strong urban following, as people are increasingly curious about rural India's way of life."

Sheeko’s Choudhary added, “While most rural influencers primarily attract rural audiences, a few, like truck driver Rajesh Rawani and animated channels like Ganji Chudail and Make Joke Of, have gained popularity with urban viewers as well after going viral.”

Rural content creators don’t limit themselves to just their region; they offer a fascinating glimpse into a distant world that resonates with audiences everywhere. “For example, the Village Cooking Channel, with 25 million subscribers, creates content in Tamil, showcasing rustic village cooking but attracts viewers from all over the globe. Similarly, rural music creators, like those in Bhojpuri, draw listeners from across the country,” commented Mazumdar.

Brands growing interest in rural content creators

As the urban consumer demand hits a ceiling, brands are zooming in on rural India, where the real growth spurt is happening. It’s not just about followers anymore; it’s about finding those genuine voices that resonate with their community. Brands are finally realising that in the age of authenticity, a nano-influencer from a village might just be the perfect gateway to a whole new world of consumers. 

Santosh and Akash Jadhav launched their content page, Indian Farmer, six years ago, and within just six months, they landed their first brand deal. Fast forward to today, they now charge Rs 2-3 lakh per Reel, having collaborated with over 50-60 brands, primarily from agriculture-related sectors such as irrigation, poultry, tractors, and dairy. 

Akash shared, “We’ve expanded beyond agriculture, working with phone brands, FMCG giants, banks offering loans to farmers, and even promoting government policies.” 

Akash and Santosh have also turned into businessmen with soon-to-be launched courses on agriculture and related products. 

Rajesh Rawani added that most of their collaborations come from mass-market brands, like FMCG and trucking companies. 

However, recently, Rawani worked with Asian Paints on a video series called ‘Pragati Ke Rang’, produced by Next Narrative and Monk Entertainment. In the second episode, Rawani transforms a roadside dhaba along NH-33 with a mural honoring truck drivers, the unsung heroes of India’s growth.

Patil said that the agricultural income is massive, and brands are seeing huge spikes in these markets. “As growth in cities stagnates, the real opportunity lies in tier 2, 3, and rural India. Thanks to the internet, these areas are as connected to the latest trends as their urban counterparts. Ask Mercedes… There’s a farmer down in Kolhapur/Satara who has a fleet!”

He added, “And authenticity is the name of the game. You can no longer have an accented South Bombay girl play the “Gaon ki Gori” and get away with it. Micro and nanoinfluencers have small, very engaged audiences. Because they resonate hard with their core audiences. They understand them and are from the community.”

Jagtiani seconded, “As India's economic growth continues and consumption rises, brands continue to go beyond urban and metro regions. Digital media provides more precise reach compared to television. Above all, YouTube creators enjoy viewer trust and relatability. Which means that when a creator talks about a brand, viewers move from awareness to consideration to a purchase mindset faster.” 

Mazumdar highlighted that rural influencers are not overexposed like their urban counterparts, as they don’t churn out multiple brand deals every week. This authenticity gives their content a sense of honesty, making their communication more relatable and believable. 

He added that rural influencers are regarded as true voices within their communities, making them ideal for brands targeting specific geographies. “Brands that focus on discovering and nurturing new rural talent, rather than just chasing influencers with the highest follower count, can gain valuable credibility and build stronger, more meaningful connections with their audience,” Mazumdar emphasised.

Choudhary emphasised that in rural India, there is still a strong sense of community. “If one person is an influencer, it’s likely that neighbours and others in the community are following them.”

Challenges that rural creators and brands face while working with each other

Challenges when working with rural creators include an occasional lack of professionalism, delayed responses, and difficulty in understanding client content requirements.

Sheth said, “One challenge we face is the difference in resources and infrastructure. For instance, internet connectivity can impact timelines and consistency.”

Mazumdar added, “With rural content creators, the eventual quality of content can be an issue because many times they will struggle to understand how a brand wants to collaborate and have the adequate quality in the storytelling that the brand is otherwise used to.”

However, Sheth said that with the rise of creator management agencies in smaller cities, professionalism has improved significantly. “Many rural creators are learning fast, adapting to brand requirements, and bringing incredible value. It’s also worth noting that, in many cases, rural creators are incredibly dedicated and hardworking; they're just navigating different logistical constraints.” 

Throwing light on the challenges rural content creators face while working with brands, Akash shared that many brands are not yet mature enough to give content creators the freedom to express themselves. "They want us to follow their own scripts, which often turns the content into more of a performance. As a result, such videos don't get the views they deserve because of too much brand intervention," he said. 

He emphasised that creators know what their audience wants, and in other categories, brands provide more liberty while still meeting specific deliverables. 

On the challenges of original content creation, Akash pointed out that consistency is a major issue, with algorithm changes making it even harder. "There’s always the struggle of creating videos without knowing if they’ll even get views," he noted. 

He also highlighted the challenges of traveling across India to shoot in different locations, adding another layer of complexity to the process.

Even for Rawani, being a truck driver brings hurdles such as network issues, proper lighting and sound, he said. 

Beyond the logistical problems, a rural content creator is paid less than their urban counterparts with the same reach and engagement. Sheth highlighted, “There is generally a discrepancy. Urban creators may command higher rates due to factors like brand perception, audience demographics, and purchasing power in urban areas.” 

Choudhary commented, “Brands are often reluctant to spend much on rural influencers, considering them less "premium." The region a creator belongs to plays a significant role in determining their rates. Additionally, rural influencers are often unaware of their earning potential and how much they should charge. They may not fully understand how brands determine payments based on factors like views, engagement, and follower base.”

However, this is changing as brands see the value in hyperlocal reach, which rural creators excel at. Sheth said, “In some cases, rural creators with a strong engagement rate are now being offered competitive rates that are closer to those of urban influencers. It’s all about finding the right match between a brand’s needs and the audience a creator speaks to.”

Not just this, rural content creators also have to deal with fraud agencies and brands. While Akash is very careful in selecting brands Indian Farmer associate with, Rawani relies heavily on his agency, Hextech, to take care of this challenge. 

Going beyond the digital influence of rural content creators, they are also able to shift cultural narratives, inspiring young people in rural areas, and often becoming change-makers within their communities. 

“For many rural influencers, the platform isn’t just about personal success; it's a way to uplift their communities, preserve traditions, and tell stories that might otherwise go untold. That’s powerful, and it’s what makes this movement so exciting,” Sheth emphasised. 

Akash seconded, “It’s our mission to empower farmers and help them build profitable businesses. We started this channel because youngsters like us learn so much from watching videos online, but we didn’t have a proper resource to learn from. Through this channel, we educate the farmers.”

Mazumdar concluded by pointing out a common pitfall in brand-creator collaborations: the rush to partner with creators who have recently gone viral, like Dolly Chaiwala, simply because of their fleeting fame. "This rat race often overlooks the actual quality of the idea and content, leading to short-lived phenomena that fizzle out quickly," he said. 

He stressed the importance of looking beyond viral success, noting that many rural creators invest in strong storytelling and originality, even if they haven't yet gone viral. "Brands need to believe in their potential and partner with them early, so they can be a part of their success later. Success should not be defined by sudden, short-lived virality.”