In a digital age where social media follow-ups often overturn traditional qualifications, Bollywood’s casting ecosystem is undergoing groundbreaking changes. In the past, the Starr’s Journey was defined by theatrical workshops, television gigs and modeling portfolios.Today, it starts with reels, stories and viral videos shared with millions of followers more and more. This new reality has led social media influencers (immediately with a fanbase) directly to the casting rooms of films and Ott Projects, shaking years of norms and sparking fierce debate within the industry.In an exclusive conversation with Etimes, some of Bollywood’s most respected casting directors, producers, actors and filmmakers share a candid perspective on the phenomenon. Their voices reveal the landscape, which is equal parts of opportunity and challenge, innovation, and attention.

At the heart of this conversation is Mukeshchabra, the casting director behind many of India’s biggest film talents. For him, the cast remains fixed in one core principle: roles.“First and foremost, it’s about the role,” says Chhabra. “Is this person really tailoring to the character? If you can’t communicate emotionally on screen, it doesn’t matter if someone has 1 million followers or not. It simply doesn’t help the film.”However, Chhabra is not completely denial of influencers. “If influencers are willing to have screen presence, emotional integrity and willing to learn, I will consider them. Their reach can definitely be useful, especially in web content. But let’s make me clear. Don’t bypass auditions.For him, the rise of influencers in casting is “natural evolution.” He explains: “Every generation has its own entry point. In the past, TV and modeling were launchpads. Today it’s YouTube or Instagram. The platform may change, but the basics of storytelling and acting remain the same. ”Chhabra emphasizes that influencer casting is not a free pass. “Only those who respect craft, improve themselves, and deal with acting seriously will survive in the long run. They can be careful for a while.He also notes concerns from trained actors. “I rejected influencers with a massive follow-in because they couldn’t act. At the same time, I’ve seen amazing raw talent online. Acting doesn’t lie. The camera captures everything.”

Producer Anand Pandit is known for supporting a diverse range of film slates, from commercial entertainers to content-driven projects.“Casting non-actors in a film is nothing new,” Pandit points out. “Even in the ’70s, modeling and pageant winners have moved into a thriving film career. Now, influencers are in that league.”But he adds quickly. “It’s not the number of followers you count, it’s whether you’re willing to suit your character, bring credibility and grow as a performer.Pandit believes the change reflects how viewers are involved in today’s content. “Social media has democratized access to opportunities… People interact with the nature of reels and video blogs just like films. And yet, they need their eyes to find authentic talent.”He also emphasizes the need to prepare influencers for the rigour of the film. “Everyone has to learn how to head to the camera. It’s a star kids or a debutant from the digital space. They have to hone their dictionary and play their skills in workshops.Talent vs. Trends: What really drives the cast?This gap between social media reach and authentic talent resonates with directors and actors. “Talent can come from anywhere,” says Tarun Mansukhani, director of Housefull 5.Acting requires dedication, continuous growth and integrity. “Followers are not a substitute for crafting. Acting is a skill that requires depth and evolution,” the filmmaker emphasizes.Diplomat actress Sadia Kateb expresses a talented view.She highlights the contradictions in influencer performance. Ultimately, it comes down to talent. ”Filmmaker Mozez Singh said, “It doesn’t matter if someone is an influencer or how many followers they have. The only reason for their choice is whether they are the best person for that part?”Voices from the industryBut not everyone welcomes this change. Actress Char Asopa voices the quiet feeling of many trained actors. Just because someone looks good on Instagram doesn’t mean they can act. ”She points out the appeal of online personas and the ease of purchasing for buyers. “You can buy followers. With money today, building an impressive profile isn’t difficult. But acting requires understanding of experience, camerawork, rhythm and emotional range.”Asopa is defending equal opportunity, but is making equal efforts. “There should be an audition. Casting should be based on talent, not viral videos or clean photography. ”Regeneration singer Limi Dahl is even dull. “Influencers are not actors in most cases. Hiring often isn’t confident in the storytelling of filmmakers. If the content is solid, you don’t need a viral face. You need a real performer.”

Actor and entrepreneur Chahat Khanna sheds light on why some influencers have been successful and others won’t. It deserves praise. But do you cast someone just because they have 10 million followers? That’s unfounded. ”She believes that being on a movie set is not something to create content. “It’s easy to shoot a reel. You can do it in 30 minutes and make it in a week of acting. But acting requires discipline, lighting, camera angles, and an understanding of the emotional arc.Khanna adds that she is not succumbed to the influencer role, but is aware of the changing dynamics. But if success is based solely on follower counts, star-studded movies don’t flop. It all comes down to performance. ”What it really means to “get” a roleProducer Anand Pandit said, “If a real actor is on the sidelines in favor of influencers, it will harm the quality of the project. Today’s opportunities may be easier, but it takes talent, passion and commitment to maintaining a career.Mukesh Chhabra repeats this.His advice to aspiring actors without digital followers is, “Train. Play. Make a self-tape. Get hungry. Use social media and not chase. You don’t have to be famous to cast. You need to be authentic.”Fresh face, old value: a new generation of voiceActress Ritabari Chakraborty embraces fresh talent, but draws clear lines. “If someone can look, energy and act right, they can audition them. That makes sense. But casting purely based on social media followers is a transaction. It’s more popular than crafting, and that’s a harm to storytelling.”She believes that influencer casting is a temporary stage and not a permanent replacement. “Brands chase influencers for advertising, but serious storytelling prefers trained actors. Influencers capture market share, but not always reliable.”Ritabhari welcomes collaboration with influencers for promotion if social media fame is not confused with acting skills.
Actor and assistant director Shaan Glover offers a subtle perspective. “Influencer casting stays here. Producer value and engagement, influencers bring millions of followers.”However, he strongly believes in traditional training. “I’m a true blood actor. Theatre, training, years of dedication – that’s the real journey.”Shaan admits that losing a role for influencers can be discouraged. “If influencers can truly act, they are not a threat, but producers need to ensure they are trained and ready.”Actor Arnav Maggo first emphasizes skills and compatibility. “If the performer is a great actor and fits the role, that makes sense. Talent should come first.”He points out that while many influencers are good at creating content, they struggle to embody characters written by others. “They are often cast in roles that are close to personas who work for the audience. But professional acting requires you to get out of your comfort zone.”Arnav adds that influencer casting will help the OTT platform gain audiences, but points out that “I can’t remember the impact of influencer-driven theatres.”Actress Khushi Mukherjee offers optimistic views. “Our industry has always welcomed newcomers. Films have changed dramatically from black and white to the Ott generation.”She believes that social media influencers are simply part of a new generation of talent and should be open-minded.The Last Take: Craft remains the KingThe rise of influencers in Bollywood casting cannot be denied. Social media has democratized the discovery of talent and opened the door for many who might otherwise be invisible. But as the industry tackles this new normal, a clear consensus arises from both casting directors, producers, actors and filmmakers.Acting skills must remain at the core.Influencers with a true passion for acting are willing to work hard, learn and grow, and will find a place within this evolving landscape. Trained actors may face new challenges, but they cannot be replaced by followers alone. After all, cameras never lie.In summary, Anand Pandit says, “An audience may click out of curiosity, but it stays quality.”