Jaqueline Morales

Jakita La Mexicana is Jaqueline Morales Cruz, a Mexican creator who lives in India, and the account runs on the comedy of that gap — two cultures in one household, neither of them explained to the other very patiently.

The feed is domestic in the best sense. A breakfast made for a wife. New boots and fresh nails. A baby boy ready to come home, and the line about two people becoming one that came with it. There is no persona being performed; it is a family posting its own year, in a mix of Spanish, English and Hindi, and the audience has followed it the way people follow neighbours rather than celebrities.

With more than 123,000 followers and a verified account, the reach is national rather than local — the appeal is the cross-cultural household, which travels further than any one city.

For a brand, the fit is family: food, home, baby, everyday products used on camera by people who were going to use them anyway.