In 2019, Jassa Ahluwalia went viral with a comedy video of himself speaking Punjabi, a language he has spoken since childhood by virtue of his mixed British-Indian heritage. In an attempt to articulate his sense of self to viewers confused by his white appearance, he originated the hashtag #BothNotHalf - a rewording and a reimagining of mixed identity. This story became the focus of his 2020 TEDx talk and his BBC One documentary - Am I English? - in 2022. 'Both Not Half' has since evolved into a rallying cry for a new and inclusive future, a campaign for belonging in a divided world.