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Is the increasing number of influencers in Hindi cinema a telltale sign of a shift in Bollywood?

Thank You For Coming, which recently premiered at the Toronto Film Festival (TIFF), releases in theatres today. While it’s too soon to say whether the film, directed by Karan Boolani, will be successful in throwing light on female sexuality with the kind of nuance the subject deserves, we could not help but notice the interesting cast. 

From Kusha Kapila and Dolly Singh to Shibani Bedi, it has its fair share of ‘influencers’. Which brings us to the question: has social media established itself as an alternative platform for aspiring actors? More importantly, has there been a shift in the way people are being cast in Bollywood?

The number game seems to be gaining the upper hand  

Influencers have become a critical part of the marketing strategy in most industries, and Bollywood is following suit. People with celebrity status on social media are being cast on the big screen based on the potential benefits they can bring to a project. At the same time, seasoned actors are being questioned on their following – an issue actors Vidya Balan and Huma Qureshi had raked up last year

Where does this leave the question of fame?

Influencers making their way into Bollywood is one thing, but actors being rejected for not having enough followers is another. Until now, it was an actor’s on screen presence and performance that got them followers and not the other way around. With influencers gaining celebrity status, that seems to be changing. Though, even today, the chances of people recognising and cheering for say, Ranbir Kapoor (who is not on social media) walking down the street, is way higher than expecting a similar reaction for Bhuvan Bam (who has 17 mln followers on Instagram). 

So are we to witness more influencers stepping into an actor’s shoes?

Though influencers are regularly being cast in films and shows off late – from Anubhav Singh Bassi in Tu Jhooti Main Makkaar to Kusha Kapila in Masaba Masaba, their roles (for the most part) remain limited and similar to their online personas. So, even as Bollywood’s way of casting people may be shifting, the larger question remains – has the perception of talent changed in the industry or is this yet another phase?

 

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