Ankush Bahuguna, who recently made a remarkable appearance at the 77th Cannes Film Festival, speaks exclusively with The Pioneer as he shares his feelings of walking down the red carpet, exploring different sides of his personality as a content creator, and more.
SHIKHA DUGGAL
Ankush Bahuguna, one of the most prominent, talented, and well-liked content creators, who seamlessly blends comedy and beauty, added distinction to the famous red carpet at the 77th Cannes Film Festival, marking a watershed event in South Asian representation!
With this appearance, Bahuguna became the first Indian male beauty content creator to make his global debut in Cannes. To learn how Ankush made every stride a style statement on the red carpet at the Cannes Film Festival, we got in touch with this beauty influencer exclusively. He begins by adding, “I was happy, apprehensive, enthusiastic, and a little scared by the size of the event. It was a mixed bag of feelings, but I was also quite thankful that all of my hard work over the years has led me to Cannes and that male beauty, particularly the South Asian portrayal of it, is being recognised on such a large scale. I think it’s a huge win! However, I believe that there is still a lot of acceptance that needs to happen. Hopefully, milestones like these affect the course of events, even if in a minor way. Any progress is progress. I hope to see more South Asian masculine beauty on the Cannes red carpet. I believe walking the red carpet will lead to new opportunities.”
After one month of architecture, Ankush realised that he didn’t want to be an architect. So he joined up for something he knew little about. “Just like many others of my age, I had no idea what to do with my life, so I went with the flow. Later, I landed an internship as a content writer for a men’s lifestyle magazine. I began writing stuff for them and eventually transitioned to writing and acting in comedy. I had a nice experience and was well-accepted. At the time, Instagram and TikTok were popular platforms for content creation. I realised that if I can write, act, and perform, why not do it for myself and establish myself as a brand and key opinion leader?” he adds.
He learned that the internet, particularly social media, has enabled creative people to become content creators and create the type of content they desire while also being recognised for their true skills. He has always considered himself a jack of all trades, has always wanted a platform to channel all of this at once, and believes that content creation has provided that opportunity!
Frankly, Ankush didn’t establish his page to challenge gender norms. As a cisgender guy, he had unique privileges that must be acknowledged. When he applied cosmetics, people were more receptive than when a gender-fluid, non-binary, or trans person did the same. Many excellent artists may not receive adequate recognition owing to their gender identity. He cannot claim to be the movement’s torchbearer! Individuals, like Sushant Divgikr, influenced his decision to wear cosmetics. Besides, “The problems I confront include being honest and open on the internet. When you first start posting content online and are not a skilled professional makeup artist, you will undoubtedly make mistakes. I started uploading videos from the beginning, even though I had no idea how to apply blush or concealer, and this exposes you to a lot of unwanted abuse and bullying. Your work will not always be perfect, but you must accept that you will make mistakes and learn from them. Doing something in full public view can have a negative impact on your mental health.”
At the same time, he feels that if you do something on the internet that deviates from the norm, you will face backlash. It may influence your mental health at some point. He advises, “Just remember that putting anything on the internet is a risky move since you expose yourself to a wide range of perspectives. And you should be aware that, while everyone on the internet has the right to express themselves, not all opinions are worth listening to. As a designer, my suggestion would be to understand that the game is unpredictable.” When evaluating a successful content developer, several aspects must be considered! It may take time. Individuals may have immediate results or require a significant amount of time. Being honest is key to connecting with your audience on the internet.
Furthermore, he utters, “I’ve always looked at myself as a well-rounded person instead of just a comedy or a beauty creator. I don’t want to put myself in a box, and that’s what I’ve always stood for—that we are so much more than just one thing. Content creation is giving me the chance to explore all sides of my personality, be it comedy, fashion, beauty, or acting. Acting has always been the dream of my life, ever since I was a child. I actually started acting before I started content creation, but it took off, so people started seeing me as a content creator more than an actor. But now I’ve moved to Mumbai to train as an actor! I’m currently training, auditioning, taking workshops, and working on my skills; I’m just looking for the right project to feature in.”
He also desires to see non-binary, gender-fluid, and trans people receive the same acceptance as cisgender individuals. “I hope that we may all be accepted, regardless of gender. I advocate for guys to utilise makeup, skincare, and haircare in the same way that women do, as these are
not gender-specific. Everyone should have access to these things. It is a means of self-expression. Men’s beauty and skincare are a sort of creativity that I hope will become more mainstream.”
As the Cannes Film Festival promotes artistic expression and cultural interchange, how did he anticipate his participation in the festival impacting the discourse around diversity and inclusion in the entertainment industry? Well, he voiced, “Influencers and content creators are increasingly collaborating with film industry professionals such as producers and directors. We work together to promote a better film. Growing up watching Bollywood might mould our identities based on the characters we witness. As Indians, we are deeply connected to cinema. Attending Cannes offers a unique opportunity to experience global cinema and connect with people from all around the world through shared feelings. I assist other Indian artists and use my platform to promote Indian films that are being screened. I’m delighted to network with prominent Indian and international people. I believe this is what I want to accomplish. We’ll discuss diversity and inclusiveness, as I symbolise male beauty in South Asia. But it is also about movies. Our goal is to promote cinema through the film festival too. All of us are eager to do so since cinema has impacted our entire childhood.”
“I suppose the first message I want to send folks back home is that they should come here and experience how much love Indian films receive. It will make you very proud of our culture and the films we are now making. Look at how much love Indian celebs receive on the red carpet, and now content creators have joined in! We are going worldwide, and that is the message I want to express. Beauty is evolving, as is the value of representation in culture and entertainment. South Asian participation is steadily expanding, and I couldn’t be happier. The inclusion of males in beauty on a large platform is long overdue, and I believe it will provide opportunities for marginalised groups. The progress is remarkable, and I anticipate positive changes in the near future,” winds up Ankush, who was spotted wearing a bespoke reverse tuxedo designed by Rohitash Notani, exuding confidence and flair.
