When 35-year-old Rasool Kareem set out to support his family by taking up a driver’s job in Doha, Qatar in 2007, little did he realise that his career as a social media star in the Gulf country would literally turn his life around in the most unexpected way.
With a YouTube channel called ‘Kareem Time Official’ that has 1.9 million subscribers and 537,894 followers on Facebook, besides 70,6000 more on his Instagram account, the native of Woraiyur, Tiruchi is a recognised public figure in the Arabian Gulf’s social media space.
Kareem’s work stands out because he makes videos on the life of South Asian (majorly Tamil) expatriate workers in the Gulf, with a cast that is made up of both Qatari and Indian amateur actors.
His content is available in Arabic and Tamil, and uses observational comedy to lampoon people’s foibles, while conveying an underlying serious message.
“It is not right to vilify people or countries blindly. There are good and bad persons in every community, and sometimes comedy becomes the best vehicle to spread tolerance, especially in places that rely on expatriate workers,” says Kareem over a WhatsApp interview call. “Most of my Arabic videos are uploaded on YouTube and Instagram, while the Tamil ones, which I produce with the help of a creative team in Tiruchi, are on Facebook. The comedy skits have slapstick and physical humour to appeal also to viewers who may not know either language,” says Kareem.
A star is born
Like the millions of blue-collar workers who head out to the Arabian Gulf countries in search of work every year, Kareem had a family to support back in Tiruchi. “I haven’t studied much, and spent much of my youth working at odd jobs. Since I was the eldest in my family and needed to support my parents and siblings, my father made me learn driving and got me a visa to work as a chauffeur for a Qatari family. When I had enough in my kitty, I decided to return to Tiruchi for good in 2010,” he recalls.
Kareem’s interest in acting led him to spending a year in Chennai, struggling to get roles in Tamil cinema. “By the end of 2011, I realised that my acting career was a non-starter, so I decided to return to Qatar and become a driver again,” he says.
Migrant workers in Qatar function under the ‘kafala’ (sponsorship) system, where a resident Qatari national is made in charge of the foreign worker’s visa and legal status.
Kareem’s Qatari sponsor (and employer) Naif al-Malki got interested in the driver’s Kollywood audition clips and asked him create something for him. “I sang an Arabic song in my Tamil style, which he uploaded on his Instagram page. We did not expect it to become a viral hit all over the Gulf countries. My first real fans were Arab children, who loved my stuff,” says Kareem.
The song started off his career as a social media star in 2013, as he began to upload videos that were largely mono-acts filmed on his mobile phone, with the active encouragement of al-Malki, who is now his business manager.
Content is king
“I realised that to be taken seriously, one had to pay attention to the content, so I started looking for actors who could join me in my videos,” he says. He found them in Qatar’s amateur theatre circuit and assembled a typical Gulf ‘family’ with his actors. “Today, Khaled al-Rubya, Huda al-Malki, Zahara al- Ansari, Tamim al-Malki and Abu Vinish are all part of Kareem Time videos, along with me. Sometimes we get mistaken for a real family,” he laughs.
Kareem tends to play the driver in most of the skits, but in real life has stopped working as a chauffeur after his social media career took off. “During one vacation, I actually wanted to quit my driver’s job and stay on in India because it was getting difficult to manage content creation with my regular work. But Mr. Naif persuaded me to return to Qatar and develop my social media work, because he felt it had great potential,” says Kareem.
The team shoots three videos per week, and uploads them periodically. “None of us gets paid for the in-house productions. But we allow the actors to state their preferred salary for commercial promotions, which we have started getting from local companies. I use my savings to fund the video production costs,” says Kareem.
For the more sober Tamil content, Kareem tends to highlight the socio-economic dynamics of migrant labourers within their families and society.
The father of two has learned to take the brickbats in his stride. “Thanks to social media, strangers walk up to me and request me for a selfie with their children because they have seen my work online. It’s the best endorsement one could get,” he says.
Kareem and co-star in a scene from his YouTube channel’s skits. | Photo Credit: SPECIAL ARRANGEMENT
