Popular digital creator and actor Viraj Ghelani revealed the financial and strategic blueprint behind his transition from short-form sketches to regional cinema success during an in-depth interview on the creator economy podcast, The Creator Room.
Ghelani, widely recognised for his relatable comedy centred on Gujarati culture, detailed how his debut Gujarati film, Jhamkudi, achieved a massive ₹30 crore return on a modest ₹2.7 crore budget.
The creator emphasised that his success stems from a “hyper-local” strategy, choosing to own his identity as a Gujarati rather than chasing a generic global appeal.
The protagonist of the regional content boom explained that while many creators strive for the widest possible reach, he found his greatest strength in niche relatability.
Ghelani admitted that he was once hesitant to embrace his Gujarati roots until a mentor encouraged him to stop imitating others and lean into his authentic self.
He also addressed the practical business of being a multi-hyphenate creator. He shared the specific economic breakdown of his live stand-up shows, noting a typical 80-20 revenue split with his production partners at Saregama.
The conversation shifted to the complexities of the hospitality sector, where Ghelani recently ventured by opening a cafe with his wife. He warned aspiring entrepreneurs that running a food business is significantly more difficult than it appears on social media.
He cited operational hurdles such as staffing issues, government compliance, and the constant pressure of customer reviews as major stressors that have drastically reduced his personal downtime and sleep.
Despite his growing fame in Bollywood films like Govinda Naam Mera and Jawan, Ghelani remains committed to his digital roots. He maintains that a creator is only as good as their last post, a concept in social media marketing where past success does not guarantee future relevance.
This mindset keeps him consistently producing content for his 1.4 million Instagram followers, ensuring his “distribution engine” remains powerful enough to negotiate better deals in the film industry.
Looking toward the future, Ghelani has shifted his compensation model for regional films, often opting for producer credits and profit-sharing over traditional acting fees. By reinvesting his potential salary into higher production quality, he aims to elevate the entire Gujarati film industry.
He concluded by urging new creators to start out of passion rather than profit, reminding them that on the internet, there is an audience for every authentic voice.
