Transforming Casting in the Digital Era

In today’s digital landscape, where a robust social media presence can often overshadow traditional qualifications, the Bollywood casting scene is experiencing a significant transformation. Previously, an actor’s path was paved through theatre workshops, television roles, and modeling portfolios. Now, it frequently starts with reels, stories, and viral videos shared with millions of followers. This shift has ushered social media influencers—content creators with established fanbases—into the casting rooms of films and OTT projects, challenging long-standing conventions and igniting lively discussions within the industry.

In an exclusive dialogue with ETimes, some of Bollywood’s most esteemed casting directors, producers, actors, and filmmakers share their insights on this evolving trend. Their perspectives reveal a landscape filled with both opportunities and challenges, as well as innovation and caution.

Core Principles of Casting

At the forefront of this discussion is Mukesh Chhabra, the casting director responsible for launching many of India’s top cinematic talents. For Chhabra, the essence of casting revolves around one fundamental principle—the role.

“First and foremost, it’s about the role,” Chhabra emphasizes. “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.”

However, Chhabra does not dismiss influencers entirely. “If an influencer possesses screen presence, emotional honesty, and a willingness to learn, I consider them. Their reach can certainly benefit web content. But let me be clear—no one bypasses an audition. I still test everyone.”

He views the rise of influencers in casting as “a natural evolution.” “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 the fundamentals of storytelling and acting remain constant.”

Chhabra emphasizes that influencer casting is not a shortcut. “Only those who respect the craft, who strive for improvement, and treat acting seriously will endure in the long run. Attention can be bought for a moment—depth cannot.”

He acknowledges the concerns of trained actors who feel overlooked. “I’ve turned down influencers with massive followings because they couldn’t act. Yet, I’ve also discovered some surprisingly raw talent online. Acting doesn’t lie. The camera captures everything.”

Industry Perspectives on Influencer Casting

Anand Pandit, a producer known for supporting a diverse range of films—from commercial hits to content-driven narratives—draws parallels between today’s influencer trend and past eras. “Casting non-actors in films is not new,” Pandit points out. “Even in the seventies, models and pageant winners transitioned into successful film careers. Now, influencers have joined that league.”

However, he quickly adds, “What matters is not the number of followers—it’s whether they fit the character, bring authenticity, and are willing to grow as performers. Popularity alone doesn’t guarantee an impact on screen. That’s why out of many, only a few succeed.”

Pandit believes this shift mirrors how audiences engage with content today. “Social media has democratized access to opportunities… People now connect with personalities in reels and vlogs just as much as with films. Still, you need the eye to spot genuine talent.”

He also emphasizes the importance of preparing influencers for the demands of cinema: “Everyone must learn how to face the camera—be it star kids or newcomers from the digital space. They need to refine their diction and acting skills through workshops. What truly matters is the willingness to learn.”

Balancing Talent and Trend

This divide between social media reach and genuine talent resonates with directors and actors alike. “Talent can emerge from anywhere,” shares Tarun Mansukhani, director of Housefull 5. “What truly matters is an actor’s ability to connect with the audience and deliver an honest performance. However, it’s crucial not to confuse popularity with preparedness.”

Acting demands dedication, continuous growth, and sincerity. “Followers don’t substitute for craft. Acting is a skill that requires depth and evolution,” the filmmaker asserts.

Sadia Khateeb, an actress from The Diplomat, holds a meritocratic view: “I believe it doesn’t matter if you’re a doctor, engineer, or content creator—what counts is talent. But if casting is based solely on follower count, that’s problematic.”

She points out the inconsistency in influencer performances: “I’ve seen talented content creators and also influencers who struggle on screen. Ultimately, it comes down to talent.”

Filmmaker Mozez Singh succinctly summarizes, “It doesn’t matter if someone is an influencer or how many followers they have. The only criterion for selection should be—are they the best fit for the role?”

Concerns from Trained Actors

Not everyone is on board with this shift. Actress Charu Asopa articulates what many trained actors quietly feel: “It’s becoming increasingly common for influencers to be cast over trained or experienced actors—and that’s not fair. Just because someone looks good on Instagram doesn’t mean they can act.”

She highlights the glamorization of online personas and the ease of purchasing followers. “Followers can be bought. Today, if you have the money, it’s not difficult to create 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 attractive photoshoots.”

Playback singer Rimi Dhar is even more direct: “In most cases, influencers aren’t actors. Hiring them often reflects a lack of confidence in the filmmaker’s storytelling. If your content is solid, it doesn’t need a viral face; it needs a genuine performer.”

Actor and entrepreneur Chahatt Khanna sheds light on why some influencers succeed while others do not: “Some influencers were likely meant to be actors but lacked exposure, so they created their own platform. That’s commendable. But casting someone solely based on their 10 million followers? That’s unfounded.”

She believes that being on a film set is vastly different from 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, an understanding of lighting, camera angles, and emotional arcs. That doesn’t come from social media fame.”

Khanna adds that while she hasn’t lost roles to influencers, she’s aware of the shifting dynamics: “Instagram is a fantastic platform for visibility. But if success were based only on follower count, star-studded films wouldn’t flop. It all boils down to performance.”

What It Means to ‘Earn’ a Role

Producer Anand Pandit states plainly: “If genuine actors are sidelined in favor of influencers, it undermines the quality of a project. Opportunities may come easily today, but sustaining a career requires talent, passion, and commitment. A role is earned, not handed out based on popularity.”

Mukesh Chhabra echoes this sentiment: “Authenticity. Emotional honesty. The ability to take direction. Followers might get you noticed, but it’s your truth on camera that captivates.”

His advice to aspiring actors without a digital following is straightforward: “Train. Participate in plays. Create self-tapes. Be hungry. Use social media to showcase your work—not to chase trends. You don’t need to be famous to get cast; you need to be genuine.”

Fresh Faces, Old Values

Actress Ritabhari Chakraborty embraces new 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 prioritizes popularity over craft, which is detrimental to storytelling.”

She believes influencer casting is a temporary trend, not a permanent solution. “Brands chase influencers for ads, but serious storytelling favors trained actors. Influencers may capture market share, but not always credibility.”

Ritabhari welcomes collaboration with influencers for promotions, as long as social media fame is not mistaken for acting ability.

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 staunch advocate for traditional training: “I’m a true-blooded actor. Theatre, training, and years of dedication—that’s the real journey.”

Shaan admits that 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 that while many influencers excel in content creation, they often struggle to embody characters crafted by others. “They frequently get cast in roles that mirror their persona, which resonates with the audience. However, professional acting requires stepping outside of one’s comfort zone.”

Arnav adds that while influencer casting helps OTT platforms attract viewers, “I don’t recall an influencer-led theatrical hit.”

Actress Khushi Mukherjee offers an optimistic view: “Our industry has always welcomed newcomers. Cinema has evolved dramatically—from black and white to OTT generations.”

She believes social media influencers are simply part of the new wave of talent and should be approached with an open mind.

The Final Take: Craft Remains King

The emergence of influencers in Bollywood casting is undeniable. Social media has democratized talent discovery, opening doors for many who might have otherwise remained unnoticed. Yet, as the industry navigates this new normal, a clear consensus emerges from casting directors, producers, actors, and filmmakers alike:

The craft of acting must remain at the forefront.

Influencers with a genuine passion for acting, who are willing to work hard, learn, and grow, will find their place in this evolving landscape. Trained actors may face new challenges, but they will not be replaced by follower counts alone. After all, the camera never lies.

As Anand Pandit succinctly puts it, “Audiences may click out of curiosity, but they stay for quality.”

Persons

Mukesh Chhabra, Anand Pandit, Tarun Mansukhani, Sadia Khateeb, Mozez Singh, Charu Asopa, Rimi Dhar, Chahatt Khanna, Ritabhari Chakraborty, Shaan Groverr, Arnav Maggo, Khushi Mukherjee

Company Names

ETimes

Titles

Housefull 5, The Diplomat

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