India’s love affair with western fashion began with savvy product placement in Bollywood movies in the ‘90s. But as tastes move beyond Bollywood, Indian actresses become more famous and fashion blogs become more popular, India’s fashion scene is becoming more prominent on both the big and little screen.

“Unilever came and left devastation as they exposed the land to contamination,” raps Sofia Ashraf in a YouTube video that's been viewed over 1.7 million times to date. The rap – set to the beat of Nicki Minaj’s ‘Anaconda’ – is shaming Hindustan Unilever for toxic waste disposal.

MTV has expanded its presence in India with a new channel called Pepsi MTV Indies, highlighting local subcultures, including music, film, art and comedy. Targeted at Gen Z, the channel aims to showcase a variety of Indian talent, from street buskers to electro rock bands and graffiti artists.

All India Bakchod is a YouTube comedy group that amassed 60 million views in 2014. In leaving traditional models of TV and film tie-ups behind, they've built a formidable fan base. How have they transformed YouTube into the perfect platform for brands who want to connect with India’s youth?