When Malini Agarwal started blogging in 2008, it was merely a hobby, because at that time, she was the digital content head for Channel [V] and had her own radio show on Radio One 94.3. She was also attending parties for her column in a Mumbai-daily, and thought of documenting the “fun things” she did in a blog as well.
“But it gained traction very quickly and people began responding and commenting almost immediately. That felt amazing, and pretty soon I realised I was onto something!” says Malini.
Six years hence, Malini aka Miss Malini is not just a celebrity blogger with access to the most popular of Bollywood stars, but she now has her own television show as well. Titled Miss Malini’s World, a show based on the life of Miss Malini and her team at MissMalini.com.
“We’ve been planning to do a TV show for a while but were extremely keen that the format be unique and something new to Indian television. After establishing a digital presence, we felt like we had learnt the tools to put together a snappy, crisp magazine format show that would really interest our followers and we went for it! We had also developed good relationships in Bollywood and the fashion industries so we knew we’d be able to put out something unique in the market.
“Each episode presents a behind-the-scenes peek at seven days in the blog’s life: the fashion weeks, office chatter, celebrity interviews, movie premieres, celebration parties, etc. Malini’s team is also introduced throughout the season, adding an additional dimension of fun and a cast of relatable yet aspirational characters,” she adds.
So what is a day in the life of Miss Malini?
“Honestly, no two days are alike for me. I spend some days rushing around from hair and make-up to events, launches and parties, and others in PJs on my sofa blogging till 3am! My life and work have become pretty intertwined so it’s hard to tell where one begins and the other ends. I kind of like it that way. I get to meet so many incredibly creative people, travel the world and write about it. What’s not to love?”
Malini’s husband Nowshad Rizwanullah is the CEO of the company, and she admits that they have their share of “geeky fights.” “Our arguments tend to be about website code and blog titles, but I love working with my husband. I can trust him implicitly and I know he will always have my back! It helps that he’s a smarty-pants and went to Yale and Harvard Business School as well, so I know the business is in good hands.”
Although Malini did not start the blog with the idea of making it a profitable enterprise, a lot of hard work and attention to detail has gone in for it to be one of the most popular entertainment blogs in the country.
“I started the blog thanks to my love of writing and to share a new voice that represents the young, new face of India that I belong to and love! I think that is what resonated with the audience. We have also not taken any shortcuts for money and always put our readers first, and that allows you to build trust with your community,” she says.
Albeit a celebrity blogger, Malini admittedly never had an awkward encounter with a celebrity after any gossip she has reported about them. She informs that it has always been a conscious decision to keep the blog “happy and shiny” and that any piece of news is never malicious or damaging.
“Even the ones who felt bad about being fashion-policed now and again, have taken it with a pinch of salt and we’ve always been able to laugh it off. If you watch our show, you’ll see that almost all celebrities are not only familiar with us, but many of them appreciate what we do and how we work. I mean, how many people get to play dumb charades with Abhishek Bachchan and Shah Rukh Khan, get styled by Sonam Kapoor, or have Karan Johar endorse them to the world on television?” she asks.
And to every budding blogger, she reminds, that it is important that you have to love what you do but don’t take yourself too seriously. “First, find a subject you are truly passionate about and take the time and trouble to write something of immense quality. Pay attention to detail and love what you do, because it shows. Also, remember to have fun with it, not take yourself too seriously, and always spell check!”
