Imagine this: I’m often spotted and seen with the who’s who of the glamour industry. Every established and upcoming actor, particularly actresses, are posting images with me on their social feeds. People are curious to know my identity and learn more about me. Those who don’t know me make up stories, and one can only imagine their intrigue if I had no professional experience. I’ve placed myself hypothetically in these shoes to bring to life the person I’m referring to, who is currently a popular figure in the urban digital media landscape.

This is the curious case of Orry Awatramani.

Orry became a sensation when his pictures started appearing and circulating on social media. The desire to know more about him has shaped who he is today. It’s a clear case of a trend that has been seized upon, with constant efforts to keep it relevant day by day.

This was my understanding of Orry, and I opined that there wasn’t much to know beyond what I’ve described above. That was until last week, during an internal presentation, Orry’s name came up. The lead designer suggested that we collaborate with individuals like Orry to stay relevant. I strongly objected, believing that the individual behind the presentation was ignorant about our brand and the workings of marketing and advertising.

This presentation was followed by a snippet from an interview on the very popular chat show “Koffee with Karan.” This snippet, less than 10 minutes long, made me reflect on how social media can manipulate thought processes and control conversations and perceptions. The discussions in living rooms, bedrooms, classrooms, and boardrooms are all influenced by this powerful tool.

I read another piece that compared Orry to the Kardashians, who used scandal to catapult to fame. Orry’s path to fame seems to follow a similar pattern. He keeps social media engaged with a strategy that starts with striking imagery, continues with appearances at significant events, and includes making controversial statements to provoke discussions. This conversation stays alive as it is picked up by chat shows, adding to its topicality. It culminates with the protagonist on the chat show, sharing his strategy to remain relevant.

While many may find this approach strikingly unique, as a marketer, I see it as following a playbook, but with content that is candid, real, and unfiltered. People seem to appreciate the unfiltered, whether it makes them stand in awe of what is portrayed or feel better about themselves in comparison to the protagonist.

What’s next for Orry as he talks about his ‘Relevance Room’? While it may seem like a novel concept, all he’s doing is employing ‘his minions’—his team—to craft a content rollout strategy that goes beyond just social media handles to leveraging the entire network. The goal is to ensure a constant buzz and maintain relevance.

Orry also acknowledges the potential decline in relevance, referring to the bell curve where a brand, after reaching a plateau, may see a downturn. Therefore, he’s formulating strategies to come back through value addition, a new range, a new version, or a new story. This seems like a structure crafted for fresh narratives. While many are in awe of his popularity, what started as organic interest is gradually morphing into a well-established brand.

Next, we see brands and products eager to join the bandwagon of relevance, already lining up to partner with Orry, providing him with a steady income. The more associations he has, the more varied the platforms and conversations will be. I believe Orry’s next step will likely be a product launch in relevant categories such as men’s grooming or leisurewear.

As for me, I’m curious to see how things will develop for Orry, but with no expectations. I firmly believe that there’s nothing substantial to take away from the showcase that’s been set up or will develop in the future. It will likely fade out, as many similar phenomena have in the past. The difference here is that Orry talks openly about the ‘recipe’ for his success, whether it’s his doppelganger or his story of relevance, which everyone knows, if not fully understands.

Until then, let the generation stay tuned to the curious case of Orry Awatramani.