Get All Access for $5/mo

Yashraj Mukhate: Who Was In The Kitchen? The engineer's quirky and entertaining content has led him to garner 7.7 million followers across social media.

By Kabir Singh Bhandari

Opinions expressed by Entrepreneur contributors are their own.

You're reading Entrepreneur India, an international franchise of Entrepreneur Media.

Yashraj Mukhate

Music producer and lyricist Yashraj Mukhate's name is what comes to mind when anyone says 'Rasode mein kaun tha.' In August 2020, a video where he had synchronizing rap beats to a scene featured in the television soap opera, 'Saath Nibhaana Saathiya' with the infamous question- 'Rasode mein kaun tha?' Since then, he has been known for his viral parodical videos.

The engineer's quirky and entertaining content has led him to garner 7.7 million followers across social media. His lyrical ability and catchy tunes have led to collaborations with several brands such as Uncle Chips, American Tourister, Oreo, Tic Tac and others. He has also collaborated with Bollywood music producers Salim and Sulaiman Merchant for his first music video, 'Kahaaniyaan,' with Lucky Ali on their song 'Muskuraayega' and has also launched his own record label YM Originals under which he also released his first original song 'Rasmalai.'

But how did he sustain his virality?

"When my video went viral, I immediately thought about the transient nature of viral fame. I've observed creators gaining overnight popularity, only to be forgotten later. For sustained relevance, I believe in consistently creating diverse content within my genre. This strategy helps attract audiences from various areas, preventing fatigue from repetitive content and ensuring prolonged engagement," he told us.

His fan base consists of a lot of kids, and interacting with them is an adorable experience. "They're usually so excited but a bit shy, just saying 'hi' with a big smile, and then they don't know what to do. Since they don't have phones for selfies, I take one on my phone and get their parents' contact to send it later," he says.

In a world full of risqué social media content, having children as a big fan base is a testament to the clean videos he consistently creates.

The author can be reached at bkabir@entrepreneurindia.com and Instagram.com/kabirsinghbhandari

Kabir Singh Bhandari

Former Senior Assistant Editor

Business News

Y Combinator Helped Launch Reddit, Airbnb and Dropbox. Here's What I Learned From Its Free Startup School.

The famed startup accelerator offers a free course on building a business — and answers five pressing questions for founders.

Science & Technology

Why We Shouldn't Fear AI in Education (and How to Use It Effectively)

Facing resistance to new technologies in the educational process is nothing new, and AI is no exception. Yet, this powerful tool is set to overcome these challenges and revolutionize education, preparing students and professionals for a future of unparalleled efficiency and personalized learning.

Green Entrepreneur®

6 Ways to Profitably Integrate Eco-Friendly Practices into Your Business

Sustainability efforts can improve operational efficiency, increase customer demand and boost profitability. Here, we highlight six easy ways entrepreneurs and small businesses can capture the financial benefits of sustainability.

Business News

A Former Corporate Lawyer Now Makes Six Figures on YouTube — Here's How She Does It

Here are the secrets to starting and growing a successful YouTube channel, according to a YouTuber with millions of subscribers.

Business Culture

You'll Always Have Anxious Employees if You Don't Follow These 4 Leadership Tactics

Creating a thriving workplace environment hinges on the commitment of company leaders to nurture and inspire their teams.