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
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