Meet the Insta-Bhopalis: Muslim Influencers Showcasing the City a Reel at a Time
A new generation of Muslim content creators is emerging in Bhopal, unapologetic about their appearance and faith.
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At the break of dawn, as the Fajr Azaan echoes through Shahjahanabad in Bhopal, Al Aamir begins his day with a ritual that sets the tone for his work. “This is my time to reflect,” he says, seated on his terrace, watching the first rays of sunlight illuminate the neighbourhood. Aamir, regarded as the go-to guide for Bhopal, takes a moment of quiet reflection each morning. In these still moments, he finds inspiration and thoughtfully maps out the day ahead.
Shahjahanabad was built by the Nawab Shah Jahan Begum - one of the most prominent of women rulers of erstwhile princely state of Bhopal. She built a vast mini-city when she took over the reins of power in 1868.
Like her namesake, the Mughal emperor Shah Jahan, she dreamed of creating structures that would stand the test of time. Among her remarkable creations are the Taj-ul-Masajid and the Taj Mahal Palace (not to be confused with the Taj Mahal at Agra).
Like her namesake, the Mughal emperor Shah Jahan, she dreamed of creating structures that would stand the test of time. Among her remarkable creations are the Taj-ul-Masajid and the Taj Mahal Palace (not to be confused with the Taj Mahal at Agra).
“The lanes of Shahjahanabad, where I grew up, hold a special place in my heart. It is where I shot my first reel in 2019 and started experimenting with Instagram,” says Al Aamir, now a content creator with over 3.8 lakh followers on Instagram.
Ankit Gupta, a local businessman, echoes this sentiment: “I get business updates of the old city from these influencers. I follow them on Instagram, and they keep me updated about sales, discounts, and new arrivals.”
Aamir outside the Tablighi Jamaat Ijtema recently
@alaamirkhan/instagram
An MBA graduate with a major in marketing, Al Aamir began content creation after losing his corporate job during the COVID-19 pandemic. “I needed a source of income,” he recalls. A casual conversation with his mother over tea sparked the idea. “She suggested I share tea-making tips for people stuck at home, and that’s how it all began.”
Every morning, Aamir sets out on his bike with a tripod in tow, gathering stories and updates from the community and local businesses.
He explains, “I cover everything—from garment shops in Chowk Bazar to catering services, from local businesses that have been around for years to newly opened restaurants. Whether it’s a stock clearance sale or the arrival of new collections, I believe every story matters. It’s about keeping the community informed and connected through inclusive updates that reflect the pulse of the market.”
New Generation of Content Creators
Like Al Aamir, a new generation of Muslim content creators is emerging in old Bhopal, unapologetic about their appearance and their faith. Proudly wearing her hijab, Mariam Zia, a psychology graduate with more than 5,000 followers on Instagram, reviews cafes and restaurants and supports women-owned businesses.
She finds purpose in highlighting local businesses run by Muslim women and helping them reach a broader audience. “I believe in giving wings to Muslim women’s businesses. It’s a way to empower them and tell the world about their hidden talent,” she says.
Some of Mariam's videos became very popular in Bhopal, such as this one, that now has 7.8 lakh views.
The efforts of such content creators resonate with residents like Anant Soni, who says, “Their appearance doesn’t matter to me. I follow Al Aamir because he keeps me informed about the old city. His beard and skull cap are his personal choices—who am I to judge?”
The content creation industry in India, valued at $1.5 billion in 2023, is projected to grow at a compound annual growth rate (CAGR) of 20% over the next five years, according to the FICCI-EY Media & Entertainment Report from March 2023.
“Content creators can make good revenue through social media. From affiliate marketing and sponsored collaborations to selling digital products, creators now have multiple avenues to turn their passion into a sustainable livelihood,” says
Saiem Khan, popularly known as Baawra Saiem on Instagram, has a dedicated following of over around 14,000 on Instagram.
But there are influencers who don't believe in making money through social media.
For instance, another Bhopal-based content creator, Rameez Mohammad Khan or Rameez Bhopali, says:
With a growing follower count of over 98,000 on Instagram, he has made a name for himself in real estate and automobile content creation.
Rameez’s warmth shines through his salutation “Salam” to his followers in his Instagram reels, a gesture he says has helped build trust among his followers. He says, “People see my beard and shalwar-kameez and make assumptions, but my faith doesn’t interfere with my work. This ‘tehzeeb’ is a part of our Bhopal city.”
Rameez with his his followers in Bhopal
@rameez_bhopali/instagram
Public Response is a Lot of Support, But Some Trolling
An engineer by profession, Saiem has a passion for storytelling, which he has channeled into his food series, ‘Zaykay Ka Safar’. He says, “Social media has become a tool for broader cultural impact. Through Zaykay Ka Safar, I am not just sharing food—I am sharing the stories, traditions, and memories tied to it.”
He shares, “I often get messages from people saying they had no idea about the history behind certain dishes. It’s humbling to see how my reels are reaching a wider audience and sparking curiosity about food and culture.”
For Saiem, these moments of connection are what drive his passion. “It’s not just about showcasing food; it’s about telling the stories behind it and bringing those traditions to life,” he adds, reflecting on the impact of his work. Here's his Eid special video in collaboration with another Bhopal-centered page on Instagram, Just Bhopal Things.
His influence even extends beyond culinary content, inspiring followers to engage with their faith in new ways. ““When I went to perform Umrah, I was deeply touched by the messages I received from people. They told me that seeing my reel encouraged them to consider going too. Many admitted they had no idea it could be so easy; they always thought it was a very complicated process. It’s gratifying to know I am helping people connect with their faith,” he shares.
Mariam's growing visibility has brought its share of challenges. “Trolling is part of it. People call me ‘Penguin’ and ‘Batman’ just because I wear the hijab,” she shares, shaking her head.
Despite the negativity, she understands it’s an unfortunate but necessary part of being open about her religious identity in the digital space.
For Al Aamir, authenticity is non-negotiable. He adds, “Even if I were to change my appearance, the criticism or trolling wouldn’t end. People will always find something to disapprove of. I have decided to stop paying attention to the trolls.”
For creators like Al Aamir, the day often ends as late as 11 pm, after hours spent meeting people and sharing stories. To many small business owners, he is more than a content creator—he is a trusted link to the digital world.
However, Al Aamir remains realistic about the volatility of social media as this is his primary source of income. “This isn’t a long-term career option,” he admitted. “Instagram could disappear tomorrow, just like TikTok did. I may start a business in the future because this income isn’t guaranteed.”
(Asma Rafat is an multimedia journalist based out of New Delhi and Bhopal who focuses on gender and social justice. She was a media fellow at the Delhi Assembly Research Centre.)