MX TakaTak And The New Age Of Marginalised Content Creators

After the ban of TikTok in India, which had become a source of livelihood for many content creators from marginalised groups, MX TakaTak has emerged as a platform for those who have been sidelined from “elite-only” apps such as Instagram. 

The year 2016 ushered in an exciting wave of creativity for Indian influencers as TikTok was launched in the country. Previously, there had been elementary versions of video creation and sharing platforms like Dubsmash and Musically. However, neither of them struck a chord among the Indian audience as TikTok did.

In 2019, TikTok became the top most downloaded app in India on the Google Play Store. There were several reasons for its success, including the support for more than 15 regional languages. This not only made the platform accessible to people in the most remote parts of the country but also became a talent hub for unlikely people.

It’s been more than a year since the Indian government decided to ban the platform citing national security issues. Since then, the increasing popularity of Instagram Reels has replaced TikTok in a jiffy. Many Indians have long forgotten the hype surrounding TikTok videos, and the Gen Alpha finds it hard to even recall the logo.

Class Segregation In Video Creation Apps

An average log-in to Instagram Reels will take the audience through hundreds of polished daily vlogs shot in Starbucks, the envied NRI university experience, perfectly groomed nails, fancy gyms and luxurious overseas vacations. Evidently, Instagram has always been the signature platform for elite millennials.

Many sources have pointed out the elitism of Instagram Reels, including its gatekeeping algorithm that favours the rich urban millennials. The kind of lifestyle portrayed in these 15-second-videos is unimaginable for creators from Tier 2 and Tier 3 cities.

But TikTok was a more inclusive and welcoming platform that illustrated humble beginnings. One would see brother-sister duos grooving to Marathi tunes, a peek into the life of Mehendi artists from Kolhapur, fashion videos shot against unvarnished walls, sights from the subaltern culture, and more.

It would be wrong to assume that these videos didn’t garner views or likes. Some creators had niche audiences and massive communities surpassing millions of followers.

In an interview with The Economic Times, TikTok star Mamta Verma told the reporters that she humbly started with five followers and in a matter of months, the numbers increased to a million. Not only did she ₹4000 per video, but it also gave her the hope of a better life. It was a huge confidence booster for a simple housewife from Madhya Pradesh.

What happened to these stars? It is surprising to see even less than a handful of these creators being represented in the present Instagram Reels algorithm.

In 2020, TikTok had almost 200 million users in India. Out of these millions of users, there were thousands of creators from the most deprived strata of Indian rural society.

Invisible on the elite Internet, they were invincible among their dedicated followers. Some built successful careers online, with TikTok being the primary source of income for many. In 2 years, passionate creators like Veeru Vajrawad, Mamta Verma, and others became sterling superstars of India’s digital culture.

It was not the fame that they were attracted to. Apart from fame, TikTok provided these creators with fun, the power to create, and the freedom to explore the world beyond their villages. But, unfortunately, this power and freedom was snatched from them on 29 June, 2020.

A positive trend that came out of this was the explosion of similar video platforms like MX TakaTak.

Is MX TakaTak The New TikTok?

MX TakaTak has become the replacement of TikTok for niche Indian creators. An India-based short-video platform, MX TakaTak has provided creators from underdeveloped cities the platform to grow.

FitnessRavi has one of the most unique channels on the app. Targeting his videos to fitness enthusiasts, Ravi displays his bodybuilding skills using unusual equipment like poles, bricks and tires. Synced to popular Bollywood dance numbers, his videos are refreshing and simplistic. It is also inspiring because it shows the Indian youth that you don’t need fancy gym memberships to train your body.

Mamta Kushwaha’s profile is a personal favourite because of her engaging beauty and makeup videos. She is often seen sharing creative lipstick hacks using kitchen utensils, using safety pins to make Mehendi designs and making imaginative bindi styles with hair clips.

These creators share a wide variety of videos ranging from Mehendi art designs, fitness videos, comedy videos and dance videos. Most of these influencers have successfully created a huge community of followers, often exceeding the 100k mark.

Sanatan Kumar Mahto, a 26-year-old dancer from Dhanbad, uses the platform to share videos of his sister Savitri Kumari and himself dancing to the latest tunes and trends. What is most fascinating about their dance videos is the simplicity in them. These videos are shot at their Dhanbad residence, against a mud-brick house.

The brother-sister duo can be regularly spotted hopping on the newest trends and fusing comedy dialogues to sync their movies.

With a verified channel, SkipperCrew is a team of professional skippers with 5.1 million followers. In every video, they can be seen performing an elaborate skipping routine combined with aerobics and dance moves. Their moves are always in sync and their videos reflect passion and practice. When they’re not skipping, they’re making skip tutorials for their followers on Instagram.

Honey Richard is one of MX TakaTak’s most followed and loved channels. A comedian from Jharkhand, he has a huge community. His followers tune in every day for his hilarious and often bizarre skits. Usually spotted hanging out with his friends, his videos also show a glimpse into the rural community and how they keep themselves entertained.

Of course, the only blip in the industry has been the intense segregation seen in these apps. MX TakaTak is the face of the subaltern, with videos from diverse creators showing their skills and knacks. Their videos are not only funny and talent-packed but also a testament to making the most of what you have.

Note: The author is part of the Dec ’21 batch of the Writer’s Training Program.