Directed by Divya Kharnare, 15 Seconds A Lifetime emerged from an extensive two-year period of research and documentation. It captures the life of Mayur Natekar, a spirited young man from Kurla, whose fervent pursuit revolves around the short-form content platform, TikTok. His aspirations extend beyond mere financial gains; TikTok serves as a conduit to materialize his lofty acting dreams. However, Mayur is not alone on this trajectory. He finds unwavering support from his parents and younger siblings, who share his fervour for success. They view TikTok not merely as a digital platform but as a potential remedy to their financial woes, fueling their collective aspirations for a brighter future.
TikTok was more than just a social media platform; it was a phenomenon. Every kid seemed to be vying for their moment of fame, regardless of the quality of content. The allure of earning quick recognition through 15-second videos is palpable, driving individuals from all walks of life to become amateur filmmakers in their own right.
The documentary turns its lens towards a specific subset of TikTok users – those deemed unconventional or cringe-worthy by societal elites. These individuals, often from marginalised communities, found a lifeline in TikTok, leveraging it as a means to pass the time and earn a livelihood amidst poverty and unemployment. The film underlines how the ease of access to technological devices has fueled TikTok's rise, transforming it into a medium through which the masses can achieve financial success.
TikTok was more than just a social media platform; it was a phenomenon. Every kid seemed to be vying for their moment of fame, regardless of the quality of content. The allure of earning quick recognition through 15-second videos is palpable, driving individuals from all walks of life to become amateur filmmakers in their own right.
The documentary turns its lens towards a specific subset of TikTok users – those deemed unconventional or cringe-worthy by societal elites. These individuals, often from marginalised communities, found a lifeline in TikTok, leveraging it as a means to pass the time and earn a livelihood amidst poverty and unemployment. The film underlines how the ease of access to technological devices has fueled TikTok's rise, transforming it into a medium through which the masses can achieve financial success.
“Most of it was not choreographed, nothing was planned, we went on the go and shot,” Kharnare said, during the discussion at the 10th Edition of the Documentary Film Festival. Kharnare shot the subject (who happens to be his friend) in his journey of crafting videos in a bid to go viral, embodying a culture where the obsession with TikTok knows no bounds, irrespective of content quality. If it entertains a segment of society, it works. Fame is the driving force behind the creation of 15-second videos, a phenomenon that gripped the nation.
The emotional and financial impact of the TikTok ban in India reverberates through the documentary, intensified by a sombre score — in a substantial tonal shift from the beginning. The loss of TikTok as a platform not only robbed its users of a source of entertainment but also dealt a blow to their livelihoods. For many, TikTok was more than just an app; it was a means of economic survival.
However, the documentary falls short in examining the thought process TikTok fosters among the youth. It lacks the analytical or critical approach needed to dissect the societal implications and the psychological impact on its users. While it successfully captures the vibrant and creative side of TikTok, a deeper exploration into its influence on the mindset of the users would have added a layer of complexity to this intriguing narrative.
In essence, the documentary sheds light on the democratization of fame through TikTok, emphasising its profound impact on the lives of those who found a stage in this digital revolution.