SIBLINGS Kanha and Mishti excitedly face the camera as their mother films them doing the activity for the day. Her wave from behind the lens is their cue for the banter to continue. The duo has to devour all the surprise junk food put before them on a platter. The Catch 22 situation, however, is the strange cutlery they ought to use in order to cross the finish line. Toothpicks for noodles, spoon for pizza, and such. Featured in their YouTube uploads as part of "challenge" videos, they eat everything from chips and chocolate to ice cream and burgers. Their channel, Kanha Mishti Rocks, has 1.05K subscribers.

Kid influencers—children whose parents film them doing science experiments, playing with toys, or celebrating their birthdays—are promoting junk food brands on YouTube and millions of parents have no choice, but to allow their children to watch these videos, a new study has highlighted. A review of 418 videos from the five most popular kid influencer channels on YouTube found that nearly 43 per cent included promotion of food and drink items—more than 90 per cent of which was considered unhealthy branded food, drinks, and fast food.