The founder of comedy channel Pocket Change on democracy, humour and Indian politics

While doing her research at MIT Media Labs in Boston, youth activist Anushka Shah focused on how entertainment could be used to strengthen a democracy and society. Soon, however, she realised that academic research could only go so far, and it was time to put her vision into action. Thus, her venture Civic Studios was launched two years ago.

Based in Mumbai, the production house creates comedy content for young Indians with civic engagement at its heart. Through her digital Hindi channel Pocket Change and its shows, Anushka’s aim is to empower audiences by addressing the lack of confidence in public institutions, knowledge of government and democratic systems, and the low self-efficacy in affecting change as a citizen.

“It was important for us to create content where you not only discuss the problems but also put forth actions and solutions based on what experts on ground – or those who are engaged with that issue very closely – are seeing and saying about a way forward on that,” she says of the aim of her production house.

“Our goal is not to push a certain ideology, it’s not about being politically correct. For us, it’s about being factually correct.”

eShe editor Aekta Kapoor chatted with Anushka over a livestreamed video about the state of Indian politics and the power of humour for a healthy democracy. There’s also a small sampler of the type of videos Civic Studios has created in one year of Pocket Change.

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Here are edited excerpts from the interview:

The Beginning

“Civic Studios started as an academic project out of MIT. We wanted to explore what role entertainment could play in bettering society, furthering democracy, and strengthening the nation. But at some point, we realised that while academics can debate endlessly about ideals, the entertainment industry is challenging. You have to produce content and see how audiences respond to it. So, we set up Civic Studios in Mumbai to create content that pushes for a better India.”

“Today, we’re a production house in Mumbai, creating long-form content for OTT platforms and short-form videos on our YouTube channel, Pocket Change. In India, you’re constantly surrounded by reminders of the issues around us. For us, it was crucial to not just discuss these problems but also highlight actions and solutions based on experts’ insights and on-the-ground perspectives.”

Comedy as a Powerful Tool for Change

“We wanted to foster conversations about solutions to India’s challenges in a way that’s engaging and accessible. Comedy has always been a powerful tool – it lets the audience’s guard down, making it easier for them to absorb new ideas. We want viewers to understand how the system and government function and what role they can play in it.”

“Comedy is also the most-watched genre on YouTube, so for us, targeting young Indians, especially those aged 18-24, comedy was the perfect medium. Our content is currently in Hindi to reach audiences in tier-1 and tier-2 cities.”

Balancing Content Sensitivity and Authenticity

“In India, comedy that critiques or questions can get tricky. It’s not just about what the government might think; it’s about the political climate overall. Our motto is ‘system, not sarkar’. We focus on the system itself rather than individuals in power. Regardless of political shifts, we need strong institutions. So, when we address topics like education, healthcare, or employment, we want citizens to feel they can voice their concerns and access these essentials.”

“Comedy isn’t always the easiest space when you want to discuss significant issues. There’s a fine line; while we aren’t censoring ourselves outright, we remain mindful of the times we live in.”

Social Media and Voter Awareness

“When it comes to voter awareness, the internet and social media have definitely transformed things. Today, there’s more open discussion about the importance of voting, and that’s partly because of the internet. We often see celebrities posting pictures of themselves voting, and in India, where we look up to our film stars and athletes, it has an impact. There’s a collective feeling of shared responsibility now around voting.”

“But with constant updates about global events, a sense of helplessness creeps in for some people. It can feel overwhelming to keep reading about what’s going wrong everywhere. Studies have shown that this constant flow of negative news impacts people’s motivation to engage actively, including in voting. Our goal is to use social media constructively to push positive engagement and encourage people to take action.”

Traditional News versus New Media

“It’s no secret that mainstream news channels can feel very aggressive and polarising. They often turn young people away because they’re loud and sensationalist. Many young people now rely on social media for news, but social media algorithms are built to amplify confirmation bias, either by reinforcing your beliefs or provoking strong emotional reactions. It’s well documented in studies, including out of MIT, that polarising content drives higher engagement.”

“YouTube news channels, on the other hand, bring in a more transparent relationship. Viewers see creators as individuals with backgrounds, biases, and experiences. You get to know who they are, so there’s a more honest connection. That might not eliminate echo chambers entirely, but it gives viewers a sense of control over their content choices.”

Managing Reactions and Building Constructive Dialogue

“Our purpose is to spark conversation. The more reactions we get, the better, because that means we’re encouraging people to think differently. Of course, we’d prefer constructive criticism over destructive comments, but it’s been positive so far. Our team, about 27 people in Mumbai, keeps in mind that every person will have their own perspective, so we focus on the quality of dialogue rather than on looking for praise.”

“We aren’t here claiming to have all the answers. Instead, we’re committed to asking the right questions and engaging with our audience to find solutions together. We want to collectively discuss how to build a stronger society.”

Vision for India

“When I think about my vision for India, I think of our Constitution. India as we know it truly emerged with the Constitution, which was crafted over three years of intense debate and is the longest and one of the most respected Constitutions in the world. Every value in that document defines India for me. So I would say, my vision of India is rooted in the values enshrined in the Constitution.”

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