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The rise of “Bollywood-centric” influencers on Instagram and YouTube has created a new category of cultural intermediary. One such figure, known online as “FilmyHunk,” produces short-form video essays, memes, and reaction content. This paper asks: What does “work” mean for FilmyHunk? How does his on-screen persona (the “hunk” archetype) interact with the labor of content creation?

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