It was at the recommendation of a mutual friend that Preetkamal Singh first read up on self-help book writer Priya Kumar, 10 years ago. Singh, who then lived in Malaysia, was going through a tough time professionally. Kumar's writing provided relief. "It felt like she was speaking to me," recalls Singh. "Every time I read her, I would brim with positivity. People around me started noticing the difference."

Three years ago, when Singh found out that Kumar had taken to Instagram (@priyakumar7272), he decided to embrace social media, although reluctantly. "I don't understand how social media operates, but I was ready to do anything for a dose of motivation," says Singh, who now logs in daily to experience Singh's posts and videos, before sharing them. Sometimes, he jots down a thought he particularly liked in a diary.