Param Sahib loves colours and everything that's larger than life

Advising new entrants into blogging about the importance of quality, Param Sahib says numbers will come and go, content is king.

On some days, the content creation process for Param Sahib is one that is meticulous, complete with research and ideation. On others, it is a string of completely spontaneous choices. Irrespective of the process and mood, he ensures that his work is genuine and consistent throughout.

Looking back, where did it all begin?

I have always been an art lover since childhood, playing with Barbies and creating clothes for the dolls using left-over scraps from local tailors. Filling my notebooks with designs and doodles, I used to spend hours in art rooms. This helped me realise my calling, leading me to pursue a degree at NIFT Bangalore. After working for almost five years with leading brands, stylists and freelancers, I professionally took up blogging in 2016 as an extension of my personality, which turned into my brand.

What's in the name?

In Malayalam, Param means banana. That's how Parambanana came to existence. People register fun and quirky names pretty quickly.

What is your USP in this cluttered space? How does your content give you an edge?

I am a sucker for colours and everything that's larger than life. Vitamin infused colours and beaming confidence is what defines me. Today, the space is so cluttered and saturated that if you don't have a personal style and voice, you might just get lost. It's very important to have a viewpoint for things and to be able to evolve in that with time. The richness in content helps you get closer to your target audience. It helps us stand out.

Please take us through your content creation process. How do you stay relevant and relatable?

My motto is to cater to everything fun and to create my own world of freedom and madness. The content creation process can be very processed at times, starting from a look at trending things, seasons, look, styles, moods and inspiration and then moving towards creating a striking visual. Sometimes, it can be very spontaneous in terms of ideas, a personal choice rather than following a trend. Either way, it is important to be genuine and consistent with personal style and character. We try to have a fun element throughout, taking care of colours that define us. Thinking large in terms of impact is key.

How do you maintain editorial objectivity with the influx of brand briefs?

While working on brand briefs, we are always ethical and don't do anything that we don't believe in, even if there is big money involved. Sometimes, there is a clash with what a brand wants and what we stand for. In such instances, we try and work in a way that suits both. I think the brands wanting to work with us are also very clear about what they are getting associated with. They know the deliverables are going to be niche and non-conforming. If not, we don't go down that path.

Also Read: I don’t believe in putting on a fake persona just to be likeable: Anindita

One instance/experience that made it all worthwhile

It was one very specific gathering that a brand had organised where I was invited as a guest. Out of the 100 people, about 20 has turned up dressed like me in a turban! The moment melted my heart. The feeling is the same, when on Instagram when people from the LGBTQ community tell me how my stories have made them stronger and more true to themselves.

Weirdest brand brief/request ever

Well, there have been many. I had a brand asking me to tone down the colours and eccentricity. Another wanted me to cut my hair for a makeover session and offered me a whole lot of money for that. I really feel like losing it when requests like these come in. It feels very strange when they don't even do their basic homework before approaching with briefs.

If not blogging, you would be?

If not a designer or a blogger, I would have been a stand-up comedian.

A day in your life...

A day in my life all about finishing tasks appropriately. It begins with a morning yoga session and I reach my office by 9:30 am. There, I work with my design and business teams. I try to have at least lunch or dinner with my parents. If I am travelling, I spend time exploring the city. I mostly work at night, planning for the next week. I don't really like to go out at night.

Message/tips for upcoming bloggers

Content is king. Numbers will come and go but what makes you a person and help you develop your style is what you create.

Your Favorite Influencer

Amongst Indian content creators, I love Sristipatch for she is genuinely funny. Internationally I love Sartorialist.

The Future you foresee for your Personal Brand

It's bright, shiny and ready to sparkly and takes over the Indian market. I want my brand's ideology to become synonymous with colours and Mehendi. Whenever a bride thinks of colours and wearing something fun and happy, they should think of Param Sahib. We definitely want to take it to runways and international markets.