Ruhee Dosani on finding her love for music, dance and content creation

• In our fourth episode of The Influencer Adda, we speak to our favourite Punjabi Kudi on social media, Ruhee Dosani.
• Year 2020 was tough for all of us, but thankfully, we had the extremely talented Ruhee who put a smile on our faces and made us all groove with her dance videos.
• We caught up with her to understand the importance of manifesting positivity as a content creator who has an influence on millions of people, got her to sing her favourite song, and a lot more.

Ruhee Dosani, a digital content creator, has won the brandverse over with her adorable performances on Nirma, Badshah Masala, Hello Hunny Bunny and every video that she puts out. She has helped bring out our inner-desi that we have been suppressing and made us feel proud of our culture, all through her Instagram reels.

We reached out to Ruhee to find out more about her first video, the process that goes behind making her videsi friends lip sync and groove to Bollywood numbers, the pressure of constantly creating content and we even got to witness an unseen side of her. (Ruhee can also sing and oh boy, doesn't she sound like a nightingale).

Ruhee did not plan to become a content creator. She just wanted to capture her videsi friends, who were her co-workers, enjoying Bollywood songs as much as she does. They would use their break time in the office to dance on desi songs. Till today, whenever they meet, they break into a dance randomly and even celebrate Indian festivals.

Taking us back to the day when Ruhee was first discovered by Diljeet Dosanjh, she recalls, “I play Bollywood music a lot, when I am driving or sitting idle and they (friends) started grooving to it. That’s how it started. We just started grooving, that’s all. My first video that went viral was because of Diljeet Dosanjh. That’s when I realised that I like the recognition. I found myself feeling greedy for more love from the audience and I wanted to make them smile and laugh through my videos, especially after going through such a crazy year! The second video that went viral was Biggini shoot.”

Ruhee has been brought up in a family that is extremely fond of music. When she was younger, she would tag along with her mother and sing in Gurudwaras. She can even break into a dance on a sad song. She is particularly fond of old Bollywood music.

“When I listen to a sad song, I focus on the beats. It all depends on what you choose to focus on. Growing up in Mumbai, I celebrated different religious festivals and everything is so much brighter during festivals. I would participate in college festivals, annual functions. I was even awarded for having the best facial expressions once and that made me really happy. A lot of my friends in Mumbai are Deejays and music is just my stress buster,” shares Ruhee.

She likes to keep her content creation process simple. She doesn’t sit down to look for a song. She lets the song come to her and once it does, even the snowfall hasn’t stopped her from making videos.

She started her brand journey with Netflix India, directly shooting for the stars. Since then, she has worked with quite a unique set of brands such as Nirma, Badshah Masala, Sony, to name a few. She has kept her screening process for brands simple, too (just relies on aakad, bakkad, bame, bo: jokes Ruhee). She goes for what she resonates with.

“I can’t work with a beauty brand or makeup brand. I can’t do ‘Take Care’ Garnier ads just because I have long hair, that’s not me. I know I am not good at it. If a brand approaches me, I discuss with my friends. If they also think it is different and goes with my persona, I do it,” says Ruhee on her screening process.

Her advice to those who aim to become a social media content creator is to follow their hearts and ‘Just Do It!’

She says, “If you are thinking about becoming a content creator, you are already a step ahead. I never thought of becoming one. If you have a vision, never give up. Do whatever you aim for and just be you. Don’t put out content that is not you and don’t put out content that spreads hatred. Be consistent and don’t quit. My mother once asked me how I would react if I didn’t get a single like? That reminded me that I should focus on myself. Don’t do it for attention, do it for you. Just that one video to get recognition and your journey starts.”