A few weeks ago, ‘Who the hell is Orry?’ was the first question to pop up each time anyone scrolled through any Bollywood content. For the uninitiated, fashion influencer and Bollywood insider Orhan ‘Orry’ Awatramani has been ubiquitous on the film industry’s social scene for a while now, often spotted hanging out with actors — and his ‘BFFs’ — Janhvi Kapoor, Sara Ali Khan and Ananya Panday.
But in November, the 28-year-old socialite seemed to embody ‘everything, everywhere all at once’, posing up-close with familiar faces at every high-profile celebrity event.
Branding masterclass
Despite this, no one had any definitive answers as to who he was. Online searches for [sic] ‘who is orry’, ‘Orry kon hai’ and ‘what does orry do’ rose significantly. Between October 21 and November 11, ‘Orry’ searches saw a 67x spike. By November 26, the day of his special appearance on Bigg Boss 17, searches for ‘Who is Orry’ reached peak popularity. The majority of traffic was interestingly from unexpected places such as Arunachal Pradesh, Goa and Chandigarh. Searches for [sic] ‘Who is Orry Awatramani parents’ and ‘Orry net worth’ spiked too.
AIB’s former head writer Devaiah Bopanna believes Orry is playing the Kardashian fame game. “I don’t doubt Orry when he says he is a genius marketer. He knows exactly what he is doing — meme your way into mainstream pop culture and celebrityhood, and then spin it off into one or many multi-million-dollar businesses,” he recently wrote on Twitter.
Orry has already begun spinning that ‘fame’ into brand collaborations. In August, Netflix used the curiosity around Orry to promote its film, Heart Of Stone, while in October, Bumble leveraged his perceived lack of relatability as the premise for its ‘I’m Just Like You’ campaign (a script Orry
Set goals that make sense for your business
Social media strategy planning starts with your goals. Whether you want to expand your team, build a larger following or a more active community, taking the time to define your social goals is the first step to reaching them.
Either way, your goals will define your social media marketing strategy and how