Somewhere between the passion of being marketing professional and the love for food, Jayadivya Iyer has grown up. At the moment, she is an engineer in electronics and telecommunication and a food blogger from Mumbai. Iyer started her blogging career Bhukkadiyer on Instagram in April 2018. And since then, she has always been in the lookout for new and authentic restaurants in Mumbai that serve a specific cuisine.
Trying out a particular cuisine makes her feel fascinated in the details of the dish and drives her to go in-depth with that cuisine and try out their signature dishes. For Iyer, it was her father who inherited the craze in trying out new recipes and cuisine. Food is something she not only loves but is also responsible for changing her mood, emotions, and everything.
“ALL MY FRIENDS USED TO CALL ME BY MY LAST NAME THAT IS IYER AND BHUKKAD BECAUSE OF CONSTANT EATING. AND ALMOST MY ENTIRE LIFE I HAVE HEARD PEOPLE CALLING ME BHUKKAD SO THOUGHT OF KEEPING IT BHUKKADIYER”jayadivya iyer
Due to her love for food, she was a pump child since her childhood. And she always got a reminder for eating constantly and gaining weight in forms of harsh criticism and calling out names. Throughout her entire life, she has heard people, including her friends, calling her bhukkad. However, she molded this negative impact of her life into something beautiful and successful. In respect to all these criticisms, Iyer named her Instagram handle as Bhukkadiyer.
“My blog is very precise on putting dishes and content with the cuisines around the world,” Iyer explains the content of her blog. As she observes, Indians have wrong conceptual thinking towards specific cuisines that makes them not try it. To change this misconception, she always explains the details of the dish she is posting with the taste and presentation details and, sometimes, even its origin. The main aim of her page is to suggest people of restaurants that are pocket-friendly, come with a variety of cuisines, and give people a great experience.
“SHARING AND GIVING IS EVERYTHING WHICH I BELIEVE IN STRONGLY”jayadivya iyer
This above-quoted line is what inspired and motivated her to share her food journey with people. Iyer reasons that when it comes to food, the enjoyment is always better when shared. Talking about her experience on her page and helping people try out new cuisines without any myth or taboo is her way of sharing and giving.
Also, the pictures she posts on her page are always simple as she believes that the dishes should have a natural look so that it looks realistic to people viewing it. Simplicity she has discovered in her journey is always appreciated more than anything. Along with different cuisines from around the world and in Indian states, Iyer also showcases street style Mumbai food and Dhaba style food on her page.
“THE TREMENDOUS RISE IN MY JOURNEY WAS GETTING CONTACTED BY A PARTICULAR RESTRO DIRECTLY FOR A COLLABORATION, AND I WROTE A DETAILED REVIEW FOR THEM WHICH THEY FEATURED ON THEIR PAGE AND SINCE THEN IT’S BEEN DIFFERENT”jayadivya iyer
A detailed review of a restaurant has catapulted her career as an Influencer. That review got her enlisted in several PR groups, and companies started to approach her for collaborations and product reviews. Iyer says these collaborations made her work more recognized and appreciated for her writing and posting content. Furthermore, a street food picture from Mohammad Ali Road during Ramzan helped her gain a significant rise in this career. As per the details giver by Iyer, that particular picture gave her 90 saves, 40 sends, and 90 profile visits. In a week, she gained 1k followers, and that time she only had 3k followers. “It drastically grew my page to a different level,” adds Iyer.
Although for Iyer, it’s all about the determination and consistency of your post that decides the growth of your page, she uses precise hashtags to reach a particular set of crowd. All of her hashtags are related to the picture content that helps her to generate traffic.
“THE BRANDS LOOK IN FOR ORIGINALITY, SIMPLICITY, SHORT VIDEOS, CREATIVE APPROACH TO THEIR PRODUCT AND THE PRESENTATION”jayadivya iyer
As said by Iyer, Influencer marketing gives a lot of benefits for the brand to market their products and services. It helps them to reach a targeted audience they are looking for. And for the particulars in a content creator, Iyer reveals that the first thing a brand looks for in these creators is creativity. This is because it helps to bring in the crowd traffic to their page.
Her collaborations and campaigns for food firms include viewing, tasting a new menu, and reviewing the restaurants with a specific chain and branches. In this way, she has covered around 250 restaurants in Mumbai. Moreover, she has done product campaigns for companies like Lays India (smile and heart work), 1441 pizzeria (DIY pizza kit), MTR (ready to eat products), Havmor ice creams (smile jaruri campaign), and many more.
“GREATEST CHALLENGE IS GIVING IN TIME TO HANDLE THE BLOG TO REPLY TO THE FOLLOWERS, MAKE SURE HOW MY POST IS RUNNING”jayadivya iyer
The first challenge she faced was balancing between her college life and this work. Handling the blog, reviews, and invites while making sure she doesn’t skip classes, exams, and studies simultaneously became a challenge for Iyer. However, she managed it with time management, commitment, and dedication for her love for food. Moreover, on the initial days, it was difficult for her to convince her parents about this line but later seeing her work her parents have been very supportive about it.
To all upcoming and budding influencers, Jayadivya Iyer wants you to keep in mind only four things- originality, dedication, consistency, and quality content.