In 2022, a slew of youthful influencers and well-known social media personalities who gained popularity during the pandemic’s two years will make their Bollywood film debuts. Prajakta Koli, who previously starred in a Netflix original, will be in Karan Johar’s Jug Jug Jeeyo, while YouTuber CarryMinati will star in Ajay Devgan’s Runway 34.
Shirley Setia, a YouTuber and singer, will appear in a new film starring Shilpa Shetty. Filmmakers seeking for new faces are aware of the appeal these names have among the younger generation who would come to see them, according to media and entertainment industry experts. Furthermore, despite the fact that many of these influencers or YouTubers lack professional acting training, they construct distinct personas that they play and reproduce on their channels and social media accounts, demonstrating a natural talent for being in front of the camera.
“Every director and production firm in India is always on the lookout for actors who are popular with the young and other audiences.” Prajakta Koli and CarryMinati, as well as other well-known figures in the short-video content market, are renowned for their relevant material. “They become profitable for new and forthcoming projects by filmmakers, music labels, and producers,” said Deepak Salvi, co-founder and chief operating officer of short video app Chingari.
He explained that the trend reflected the breadth and potential of rising creators in the media and entertainment industries.
According to Akshae Golekar, co-founder of digital marketing business Optiminastic Media, it’s simpler for a director or casting director to present a fresh face who has previously been approved by the public on a larger screen than a new entrant.
“In addition, the usage of social media has expanded at an exponential rate in recent years, paralleling the expansion of the film business.” As a result, directors are looking for talent who uses social media,” Golekar explained.
Koli and CarryMinati’s teams did not respond to queries given to them.
According to Rajni Daswani, director, digital marketing at SoCheers, a digital firm, the use of influencers in films is comparable to how marketers strive to use their digital power for larger reach.
