SRINAGAR: In an age where content creators are constantly pushing the boundaries of novelty, a quirky experiment by an Instagram influencer has managed to surprise, amuse and spark debate across social media platforms. A video showing snow being transported from Kashmir to New Delhi, and then sold in the heart of the capital, has gone viral, turning an improbable idea into a conversation on creativity, hustle and modern marketing.
The video, shared by an Instagram creator known as deluxe bhaiyaji, begins during his holiday in Kashmir. Standing amid fresh snowfall, he announces an unusual plan: to see whether Kashmiri snow can survive a journey of nearly 800 kilometres to Delhi without melting. Carefully scooping up the snow, he seals it inside an insulated ice box designed to slow down heat transfer and heads straight for the airport.
As his Sumo drives towards the Srinagar airport, he asks the driver if the snow can survive and is told it is impossible. In the flight, he asks the same question to fellow passengers, and the response is the same.
After a flight of close to three hours, the experiment enters its decisive phase in New Delhi. Friends receive him at the airport, and the sealed box is taken directly to Connaught Place, one of the city’s busiest commercial hubs. Surrounded by curious onlookers, the creator opens the box. To the visible surprise and some disbelief, the snow is still intact.
What follows is an impromptu business model. The creator invites passersby to touch and experience what he calls “real Kashmir snow” for Rs 20. Curious pedestrians line up, amused by the novelty and eager to feel snow that, for most Delhiites, exists only in photographs and winter travel plans.
To silence sceptics, the creator shows clips of himself collecting the snow in Kashmir, along with footage from the airport baggage belt, offering proof of the snow’s journey. By the time the experiment ends and the snow finally melts into water, he claims to have earned Rs 240, crediting the insulated box for preserving it long enough to complete the stunt.
The video has since triggered a wave of reactions online. Many users praised the idea as imaginative and entertaining, while others saw it as a sharp lesson in attention economics and grassroots marketing. Some called it a harmless, creative experiment; others remarked that the reel perfectly captures the spirit of the creator economy, where ideas—not resources—often drive success.
As one commenter summed it up succinctly: “This proves that nothing is impossible—if you know how to sell a story.”
