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Abhinav Mathur : The future of Indian fashion blogger

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Bollywood Glamsham

Abhinav Mathur explains his process of content creation and the importance of a mood board. He tells us how it helps him ideate and plan according to the brand’s guidelines, along with the type of media to be created and the story line that would go with it. Research too plays an important role, especially when it comes to separate original ideas from things that have already been done before. Here’s more.

Looking back, where did it all begin?

I started on Instagram about 5 years ago as a platform to showcase my creativity. I have always enjoyed theater and acting, so I started posting funny videos that were quite relatable to the audience. It was through that and many Dubsmashes that led to the initial rise in my following. Gradually brands started to take notice of how I look and what I wear and that is when I began getting collaboration requests.

What’s in the name? 

The name Abix became my nickname while in University in London. As a student, we didn’t have the luxury to go out and eat every day what with London being crazy expensive. So cereal was the best bet to keep me nourished and was also easy to make. I really loved Wheatabix and my designated shelf in the kitchen was always filled with boxes of it. My flatmates used to tease me about it and somehow from Wheat-Abix, Abix came out and stuck.


What is your USP in this cluttered space? How does your content give you an edge?

I feel that brands are looking for an individual they can resonate with. An individual who fits the ethos of the brand. I have always steered clear of doing just the needful for any project. My goal has always been driven by ensuring that i channel my creativity and bring out something unique. This ethic has through the years worked well for me and is my sole driving force and one which i preach to everyone who wants to start in this industry. Be original, Bring something Unique to the table.

Please take us through your content creation process. How do you stay relevant and relatable?

Content creation process all starts with the mood board. This is where the brand guidelines, along with type of media to be created and story line are all thought of. I also go through numerous other media which is close to the category of the brand in order to understand what has already been done and that helps cancel out a lot of ideas which one may think are original but there are chances its been done already. Its through this planning that an idea originates and is put forth into execution. 

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Bollywood Glamsham
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