Apoorva Makhija and Agastya Shah in Nadaniyaan, Ajay Nagar (better known as CarryMinati) in Runway 34, and Harsh Beniwal in Campus Diaries. Something really interesting has been happening in the world of entertainment, especially since the pandemic. More and more influencers and content creators are making their way into mainstream media. The names stated above are just a few examples.

All of them started out by creating content online and building massive followings, and now they’re acting alongside well-known Bollywood stars. It’s a noticeable shift. Casting choices today aren’t just about traditional acting backgrounds anymore. There’s a growing preference for people who already have a strong connection with audiences, especially the younger crowd.

Apart from the entertainment industry, influencers are now using their massive followings to branch out into a variety of fields from entrepreneurship and acting to writing, thought leadership, and even marketing consultancy. It says a lot about how the industry is evolving and also raises an important question that what about the people who have been in their respective industry for decades? Can influencers get ahead just because of their over the top fan following?

Merely a Marketing Tool

It’s interesting to see how influencers are often brought in as supporting characters, and honestly, it has less to do with their acting skills and more to do with the massive followings they’ve built online. Their presence becomes a smart marketing move. Take CarryMinati, for example. His appearance in Runway 34 lasts just about a minute, and while it doesn’t add much to the story, it definitely adds visibility.

The same goes for Agastya Shah and Apoorva Makhija in Nadaniyaan. The show ranked 5th globally in the Top 10 non-English films on Netflix and held the #2 spot in India for two consecutive weeks. It feels like their roles were created more to attract their audiences than to serve the plot. Even the makers probably know that casting these influencers means half the marketing is already taken care of.

“It’s more face value and less money. Influencers are mostly cast as side actors, but if they promote their own movie, the marketing becomes much easier.”
— Yukti Gaur, CEO of IP India

Category Creators

However, there’s also a different kind of influencer quietly carving out their own niche — someone like Bhuvan Bam. Unlike those who appear in blink-and-you-miss-it roles, Bhuvan has taken a more creative and entrepreneurial route. His projects, like Dhindora and Taaza Khabar, have been real milestones. Dhindora, in particular, broke records to become the most-watched show on YouTube India, gathering over 400 million views shortly after its release and eventually crossing the 500 million mark. What sets creators like him apart is their desire for creative control. Instead of just acting, they often co-produce or fully produce their own content, shaping the narrative on their own terms.

Prajakta Koli is another great example. Starting with relatable YouTube sketches as ‘MostlySane’, she transitioned into acting with Netflix’s Mismatched, where she plays the lead.

JioHotstar Goes Influencer-First

JioHotstar-the merged entity of JioCinema and Disney+ Hotstar-has made a significant strategic shift toward influencer-driven content with the launch of its new vertical, Sparks. The shows were hosted by Youtubers with a move to create their own YouTube Ecosystem.

Major digital creators and influencers are headlining these shows, including:

• Uorfi Javed and Harsh Gujral (Engaged: Roka Ya Dhoka)
• Elvish Yadav (Indian Game Adda)
• Abhishek Malhan (Game of Greed)
• Munawar Faruqui (10 Minutes No Khabrein)
• Zakir Khan (Love Life Lafde)
• Ranveer Brar (Yeh Kya Bana Diya!)
• Rahul Dua (Victim Ya Victor)
• Aaditya Kulshreshth (Ishq Interrupted)
• Dr. Jai Madaan (Astroverse)
• Shyam Sharma and Dhruv Shah (Generations Aaj Kal)

But again, this seems more of a game of Quantity over Quality.

Influencers as Entrepreneurs

Influencers are also making their mark in the entrepreneurial space. Mrunal Panchal launched her beauty brand Mrunu Beauty, while Flying Beast introduced his own protein supplement line. Kusha Kapila recently unveiled her brand Underneat, which, despite its recent launch, is already serving as a powerful marketing strategy thanks to her strong personal brand and loyal following.

Conclusion

In many ways, the rise of influencers in mainstream media reflects where we are as a culture — fast-moving, hyper-connected, and constantly online. The lines between content creator, actor, entrepreneur, and entertainer are blurring, and for better or worse, numbers often speak louder than training or experience.

ALSO READ : Earn on YouTube: Monetization & Play Button Secrets