Are influencers the new actors? Mukesh Chhabra, Anand Pandit, and stars weigh in on Bollywood's evolving equation with social media fame

Time of India

23-05-2025

In the digital age, where a social media following can often eclipse traditional credentials, Bollywood's casting ecosystem is undergoing a groundbreaking shift. Once, a star's journey was defined by theatre workshops, television gigs, and modeling portfolios.
Today, it increasingly begins with reels, stories, and viral videos shared with millions of followers. This new reality has brought social media influencers—content creators with ready fanbases—directly into the casting rooms of films and OTT projects, shaking up longstanding norms and sparking intense debate within the industry.
In an exclusive conversation with ETimes, some of Bollywood's most respected casting directors, producers, actors, and filmmakers share their candid perspectives on this phenomenon.
Their voices reveal a landscape that is equal parts opportunity and challenge, innovation and caution.
At the heart of this conversation is
Mukesh Chhabra
, the casting director behind many of India's biggest cinematic talents. For him, casting remains anchored in one core principle—the role.
'First and foremost, it's about the role,' Chhabra says. 'Does this person genuinely suit the character? It doesn't matter if someone has a million followers if they can't deliver emotionally on screen.
That simply doesn't help the film.'
Yet, Chhabra is not dismissive of influencers outright. 'If an influencer has screen presence, emotional honesty, and is willing to learn, I do consider them. Their reach can definitely help in web content especially. But let me be clear—no one bypasses an audition. I still test everyone.'
To him, the rise of influencers in casting is 'a natural evolution.' He explains, 'Every generation has its own entry point.
In the past, TV and modeling were the launchpads; today, it's YouTube or Instagram. The platform may change, but storytelling and acting fundamentals remain the same.'
Chhabra stresses that influencer casting is not a free pass. 'Only those who respect the craft, who improve themselves and treat acting seriously, will survive long-term. Attention can be bought for a moment—depth can't.'
He is also mindful of concerns from trained actors feeling sidelined.
'I've rejected influencers with huge followings because they couldn't act. At the same time, I've seen some surprisingly raw talent online. Acting doesn't lie. The camera captures everything.'
Producer
Anand Pandit
, known for backing a diverse slate of films—from commercial entertainers to content-driven projects—draws parallels between today's influencer wave and earlier eras.
'Casting non-actors in films is not new,' Pandit notes.
'Even in the seventies, models and pageant winners transitioned into thriving film careers. Now, influencers have joined that league.'
But, he quickly adds, 'What counts is not the number of followers—it's whether they fit the character, bring authenticity, and have the willingness to grow as performers. Popularity alone doesn't guarantee impact on screen. That's why out of many, only a few succeed.'
Pandit believes this shift reflects how audiences engage with content today.
'Social media has democratized access to opportunities... People now interact with personalities in reels and vlogs as much as with films. Still, you need the eye to spot genuine talent.'
He also underscores the need to prepare influencers for cinema's rigors: 'Everyone has to learn how to face the camera—be it star kids or debutants from digital space. They must polish diction, acting skills through workshops. What truly matters is willingness to learn.'
Talent vs Trend: What truly drives casting?
This divide between social media reach and genuine talent is echoed across directors and actors. 'Talent can come from anywhere,' shares
Tarun Mansukhani
, director of Housefull 5. 'What truly matters is an actor's ability to connect with the audience and bring honesty to a performance. But it's important not to confuse popularity with preparedness.'
Acting demands dedication, continuous growth, and sincerity.
'Followers don't substitute for craft. Acting is a skill that demands depth and evolution,' the filmmaker stresses.
Sadia Khateeb
, the actress from The Diplomat, expresses a meritocratic view: 'I feel it doesn't matter if you are a doctor, engineer, or content creator—nothing matters as long as you are talented. But if casting is done just on follower count, that's a problem.'
She highlights inconsistency in influencer performances: 'I've seen talented content creators and also influencers who don't perform on screen.
Eventually, it comes down to talent.'
Filmmaker Mozez Singh sums it up simply: 'It does not matter if someone is an influencer or not, or how many followers they have. The only reason for their selection should be—are they the best person for the part?'
Voice from the industry
Yet, not everyone welcomes this shift. Actress
Charu Asopa
voices what many trained actors quietly feel: 'It's happening far too often that influencers are cast over trained or experienced actors—and that's not right.
Just because someone looks good on Instagram doesn't mean they can act.'
She points to the glamorization of online personas and the ease of buying followers. 'Followers can be bought. Today, if you have money, it's not difficult to build an impressive profile. But acting requires experience, understanding camera work, rhythm, and emotional range.'
Asopa advocates for equal opportunity but with equal effort. 'There should be auditions.
Casting should be based on talent, not viral videos or pretty photoshoots.'
Playback singer Rimi Dhar is even more blunt: 'In most cases, influencers aren't actors. Hiring them often shows a lack of confidence in the filmmaker's storytelling. If your content is solid, it doesn't need a viral face. It needs a real performer.'
Actor and entrepreneur Chahatt Khanna sheds light on why some influencers succeed and others don't: 'Some influencers were probably meant to be actors but lacked exposure, so they created their own platform.
That's commendable. But casting someone just because they have 10 million followers? That's baseless.'
She believes being on a film set is nothing like creating content: 'Shooting a reel is easy—I can do it in 30 minutes and earn what I'd make in a week of acting. But acting requires discipline, understanding of lighting, camera angles, and emotional arcs. That doesn't come from social media fame.'
Khanna adds that while she hasn't lost out on roles to influencers, she's aware of the shifting dynamics: 'Instagram is a great platform for visibility.
But if success was based only on follower count, star-studded films wouldn't flop. It all comes down to performance.'
What it really means to 'earn' a role
Producer Anand Pandit puts it plainly: 'If genuine actors are sidelined in favor of influencers, it harms the quality of a project. Opportunities might come easy today, but sustaining a career requires talent, passion, and commitment. A role is earned, not handed out based on popularity charts.'
Mukesh Chhabra echoes this: 'Authenticity. Emotional honesty. The ability to take direction. Followers might get you noticed, but it's your truth on camera that holds attention.'
His advice to aspiring actors without a digital following is grounded: 'Train. Do plays. Make self-tapes. Be hungry. Use social media to showcase your work—not chase trends. You don't need to be famous to get cast. You need to be real.'
Fresh faces, old values: Voices of the new generation
Actress
Ritabhari Chakraborty
embraces fresh talent but draws a clear line.
'If someone has the right look, energy, and can act, audition them. That makes sense. But casting purely based on social media followers is transactional. It's popularity over craft, and that's a disservice to storytelling.'
She believes influencer casting is a temporary phase, not a permanent replacement. 'Brands chase influencers for ads, but serious storytelling prefers trained actors. Influencers grab market share, yes, but not always credibility.'
Ritabhari welcomes collaboration with influencers for promotions, provided social media fame is not confused with acting skill.
Tiger Shroff And Celebs At Kesari Veer Grand Premiere
Actor and assistant director Shaan Groverr offers a nuanced perspective: 'Influencer casting is here to stay. Producers value reach and engagement, and influencers bring millions of followers.'
Yet he remains a strong believer in traditional training: 'I'm a true-blooded actor. Theatre, training, years of dedication—that's the real journey.'
Shaan admits losing roles to influencers can be disheartening. 'If an influencer can genuinely act, they're not a threat. But producers must ensure they're trained and ready.'
Actor Arnav Maggo emphasizes skill and suitability first: 'If the performer is a good actor and fits the role, it makes sense. Talent should come first.'
He notes many influencers excel in content creation but struggle to embody characters written by others.
'They often get cast in roles close to their persona, which works for the audience. But professional acting requires stepping out of your comfort zone.'
Arnav adds influencer casting helps OTT platforms gain viewers but points out, 'I don't recall an influencer-led theatrical hit.'
Actress Khushi Mukherjee offers an optimistic view: 'Our industry has always welcomed newcomers. Cinema has changed drastically—from black and white to OTT generations.'
She believes social media influencers are simply part of the new generation of talent and should be viewed with an open mind.
The final take: Craft remains king
The rise of influencers in Bollywood casting is undeniable. Social media has democratized talent discovery and opened doors for many who might otherwise have remained unseen. Yet, as the industry grapples with this new normal, a clear consensus emerges from casting directors, producers, actors, and filmmakers alike:
The craft of acting must remain at the core.
Influencers with a genuine passion for acting, who are willing to work hard, learn, and grow, will find a place in this evolving landscape. Trained actors may face new challenges but will not be replaced by followers alone. After all, the camera never lies.
As Anand Pandit sums it up, 'Audiences may click out of curiosity, but they stay for quality.'
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