How Influencers Are Taking Over Indian Cinema

The Rise of the Influencer Star

The journey from TikTok to the big screen is a distinctly 21st-century story. A decade ago, the idea of a social media personality landing a lead role in a Bollywood film would have seemed far-fetched. Today, it’s not only plausible but increasingly common. Platforms like TikTok (before its ban in India in 2020) Instagram Reels and YouTube have democratised fame allowing ordinary individuals to amass millions of followers with their charisma, creativity or relatability. In a country with over 800 million internet users these platforms have become launchpads for aspiring entertainers.

The influencer boom in India began around 2016, with the rise of short-video apps. TikTok in particular, became a cultural juggernaut, enabling small-town creators to reach audiences far beyond their geographical confines. Youngsters from Tier-2 and Tier-3 cities, armed with smartphones and a knack for storytelling found themselves commanding fanbases that rivalled those of established celebrities. When TikTok was banned many migrated to Instagram Reels and YouTube Shorts carrying their loyal followers with them. These platforms offered not just visibility but also a direct connection with audiences a key factor that caught the eye of film producers.

The transition to cinema began with influencers being cast in music videos a low-risk testing ground for their on-screen appeal. For instance Avneet Kaur who started as a child actor and later became a social media sensation starred in music videos like Tera Hoon Na before landing roles in films like Tiku Weds Sheru (2023). Similarly, Mr. Faisu (Faisal Shaikh) one of India’s biggest TikTok stars before the ban, featured in numerous music videos and made his Bollywood debut with a cameo in Bhediya (2022). These early forays paved the way for more substantial roles as producers recognised the box-office potential of influencers’ massive, ready-made fanbases.

Why Influencers? The Producer’s Perspective

From a producer’s standpoint, casting influencers is a no-brainer. Indian cinema, particularly Bollywood thrives on star power but building a star from scratch is expensive and risky. Influencers, however come pre-packaged with a loyal audience often in the millions. Their followers are highly engaged ready to buy tickets, stream films and promote their idols on social media. This built-in fanbase translates to guaranteed footfalls especially for mid-budget films that rely on opening weekend collections.

Moreover, influencers are a goldmine for marketing. Traditional film promotions involve costly campaigns across TV, print and digital media. Influencers on the other hand, are their own marketing machines. A single Instagram post or YouTube vlog from a star like Anushka Sen (22 million Instagram followers) or Riyaz Aly (45 million Instagram followers) can reach millions instantly, often at no additional cost to the producer. This organic reach is invaluable in an industry where marketing budgets can rival production costs.

Another factor is relatability. Unlike traditional stars, who often seem larger-than-life influencers project an ‘everyman’ or ‘everywoman’ image. Their content whether it’s lip syncing to Bollywood songs sharing daily vlogs or cracking jokes resonates with India’s youth who see them as friends rather than distant idols. This relatability makes them ideal for roles in coming of age dramas, romantic comedies and slice-of-life films genres that dominate the post-pandemic Indian box office.

Success Stories: From Reels to Blockbusters

The Indian film industry is now dotted with success stories of influencers who’ve made the leap to cinema. One of the most prominent is Bhuvan Bam whose YouTube channel BB Ki Vines has over 26 million subscribers. Bhuvan’s comedic sketches, featuring characters like Titu Mama and Sameer Fuddi earned him a cult following. In 2023, he debuted as an actor and producer in the OTT series Taaza Khabar which became a hit on Disney+ Hotstar. His transition was seamless, as his comedic timing and screen presence honed over years of creating content, translated effortlessly to the fictional narrative.

In regional cinema too influencers are making waves. Tamil cinema welcomed Sai Pallavi who first gained attention through dance videos on YouTube before starring in the blockbuster Premam (2015). While Sai Pallavi is now a pan-India star her journey began with social media proving its potential as a talent pipeline. Similarly in Telugu cinema Teja Sajja, a former child actor who built a massive Instagram following starred in the sci-fi hit Hanu-Man (2024) which grossed over ₹300 crore worldwide.

Bollywood, too, has embraced influencers. Jannat Zubair, with 50 million Instagram followers transitioned from TV to films with Hichki (2018) and is now a sought-after name for youth-centric projects. Meanwhile CarryMinati (Ajey Nagar) India’s biggest YouTuber with 42 million subscribers made a cameo in Runway 34 (2022) and is rumoured to be in talks for a lead role in a comedy film. These examples highlight how influencers are not just filling supporting roles but headlining major projects.

The Challenges of Crossing Over

While the transition from social media to cinema seems glamorous it’s fraught with challenges. Acting is a craft that requires nuance, emotional depth and the ability to inhabit diverse characters skills that not all influencers possess. Many have faced criticism for their lack of formal training. For instance, when Leena Jumani an Instagram influencer debuted in a Hindi web series reviews praised her screen presence but noted her limited range. This gap in training often puts influencers at a disadvantage compared to theatre-trained actors or star kids who’ve grown up in the industry.

Another challenge is typecasting. Influencers are often cast in roles that mirror their online personas quirky, youthful or comedic characters. While this plays to their strengths it limits their versatility. Breaking out of this mould requires exceptional talent or a director willing to take a risk. For example, Anushka Sen known for her bubbly Instagram Reels struggled to be taken seriously in dramatic roles until her performance in the OTT film Am I Next (2023) earned critical acclaim.

The pressure of maintaining an online presence while pursuing a film career is another hurdle. Influencers thrive on consistent content creation but shooting schedules and promotional tours leave little time for posting. Neglecting their social media can lead to a dip in engagement which in turn affects their marketability. Balancing these dual careers requires meticulous time management and a strong support team.

Finally, there’s the risk of backlash. The Indian audience is notoriously discerning and many view influencers as ‘outsiders’ encroaching on an industry that already struggles to accommodate trained actors. Social media trolling and harsh reviews can take a toll especially on young influencers accustomed to adulation online.

The Impact on Indian Cinema

The influx of influencers is transforming Indian cinema in profound ways. For one it’s diversifying the talent pool. Historically Bollywood has been dominated by industry insiders star kids, models or those with connections. Influencers many of whom hail from non-filmy backgrounds are breaking this monopoly bringing fresh faces and stories to the screen. This democratisation aligns with the broader shift towards inclusive storytelling as seen in the rise of small-town narratives in films like Panchayat and Gully Boy.

The influencer wave is also reshaping content. Filmmakers are increasingly crafting scripts tailored to influencers’ strengths youthful, relatable and digitally savvy characters. This has led to a surge in genres like rom-coms, teen dramas and social media-centric thrillers. For instance Phone Bhoot (2022) starring influencer-turned-actor Siddhant Chaturvedi leaned heavily on digital culture resonating with Gen Z audiences.

Moreover, influencers are bridging the gap between cinema and digital platforms. As OTT platforms like Netflix and Amazon Prime Video gain traction in India influencers are becoming the face of web series, which often serve as a stepping stone to theatrical releases. This synergy between social media, OTT and cinema is creating a new ecosystem where talent flows freely across mediums.

However, this trend has sparked debate about meritocracy. Critics argue that casting influencers prioritises popularity over talent sidelining trained actors. Others counter that influencers earn their fame through hard work and audience connection making them as deserving of opportunities as anyone else. This tension reflects broader questions about what constitutes stardom’ in the digital age.

The Future: A New Era of Stardom

As influencers continue to infiltrate Indian cinema the industry is poised for a paradigm shift. The traditional star system built on exclusivity and mystique is giving way to a more accessible model where anyone with a smartphone and a story can aspire to fame. This shift is particularly significant in a country like India where cinema is not just entertainment but a cultural force that shapes aspirations.

For influencers the key to longevity lies in evolving beyond their online personas. Those who invest in acting workshops collaborate with seasoned directors and take on diverse roles are likely to sustain their careers. Bhuvan Bam’s success for instance stems from his ability to blend his comedic roots with nuanced storytelling earning him respect as an actor-producer.

For the industry embracing influencers means adapting to a new reality. Filmmakers must balance commercial considerations with artistic integrity ensuring that casting decisions enhance rather than dilute the quality of cinema. Training programs and mentorships could bridge the skill gap helping influencers transition smoothly while preserving the craft of acting.

The audience too plays a pivotal role. Indian moviegoers have historically been loyal to their stars whether it’s Rajesh Khanna in the 1970s or Shah Rukh Khan in the 2000s. Whether they extend this loyalty to influencer turned actors depends on the latter’s ability to deliver compelling performances. Early signs are promising films featuring influencers are performing well and social media buzz amplifies their reach.

🎉 Ready to Test Your Knowledge?