In an industry where star power is meticulously calculated, a new metric has entered the casting equation: the social media follower count. This has sparked one of Bollywood’s most heated modern debates. While many influencers happily trade cameo appearances for red carpet access, popular creator and actor Prajakta Koli is drawing a hard line. In a recent conversation, she issued a direct challenge to the industry’s transactional approach, urging filmmakers to see beyond the numbers and stop using influencers as mere promotional tools.
Prajakta Koli, who transitioned from her massively successful YouTube channel ‘MostlySane’ to starring in Netflix’s Mismatched and the recent film Jawani Jaaneman, speaks from experience. Her journey highlights a growing rift between the old guard and a new generation of digital-native performers demanding to be taken seriously.
The “Blink-and-You-Miss” Role: A Transactional Trap
At the heart of Prajakta Koli’s argument is a frustrating reality many influencers face when entering films. She describes a common, reductive pattern: offers for minimal screen time in exchange for massive promotional leverage.
“They will give you a 2-4 minute role, and then call you for the promotions. You are used,” Prajakta Koli stated bluntly, pinpointing the industry’s sometimes cynical calculus. She explains that these token roles provide no real creative satisfaction or career progression. An influencer is brought on board not for their acting potential, but for their ability to trend on Twitter and fill Instagram grids with behind-the-scenes content for their millions of followers.
This creates a two-tiered system. On one side, trained actors lose opportunities because they lack a viral online presence. “I feel so sad when actors are asked to show their Instagram following… Sometimes, they are losing roles because of that,” Prajakta Koli observes. On the other side, influencers with dedicated audiences find themselves stuck in a box, rarely considered for substantial, character-driven parts.
Breaking the “Influencer Actor” Stereotype
Prajakta Koli‘s mission is to break what she calls the “myth” of influencer casting—the assumption that a large online audience is an influencer’s primary and only contribution to a project. She is determined to prove that the skills developed through content creation—timing, audience connection, improvisation—can translate to genuine acting talent when met with dedication and proper opportunity.
Her own career path is a testament to this. She didn’t leap into a lead role but built her credibility through a significant part in a streaming series, earning praise for her natural performance. This gradual, respectful transition stands in stark contrast to the “cameo-and-promote” model she criticizes.
The struggle isn’t just about screen time; it’s about narrative respect. Mainstream films have often failed to humanize influencer characters, reducing them to shallow, comic relief or lazy stereotypes. Prajakta Koli’s push is for roles that acknowledge a person exists behind the profile, with depth and authenticity.
The Industry Counterpoint: Does the Math Add Up?
From a producer’s perspective, the allure is simple: built-in marketing. Casting a major influencer can guarantee millions of organic impressions for a film’s trailer and songs. In a risky business, that perceived safety net is powerful.
However, seasoned casting directors and veterans are pushing back on the commercial logic. Legendary casting director Mukesh Chhabra has been vocal, stating, “They’re overspending on social media, and it doesn’t even contribute 2% to actual box-office success.” The point is that virality and cinema ticket sales are fundamentally different economies.
Actor Jaaved Jaaferi drove this home with clear logic: “Urvashi Rautela has 70 million followers, but do her followers translate to a ticket-buying audience?” If follower counts directly translated to box office numbers, the industry’s hit ratio would look very different.
A Path Forward: Respect for the Craft
The solution, according to voices like producer Anand Pandit, lies in a balanced approach. “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,” he notes.
This suggests a future where the origin of talent—whether drama school or digital platform—matters less than the commitment to the craft. For influencers, it means rigorous preparation and a willingness to start small with substantial roles. For the industry, it means looking past the metric sheet and conducting proper auditions, offering roles with integrity, and investing in an influencer’s growth as an actor, not just exploiting their reach.
Conclusion: A Call for Authentic Integration
Prajakta Koli’s stand is more than a personal grievance; it’s a call for a structural rethink. As Bollywood grapples with changing audience dynamics and new media landscapes, her message is clear: influence should open a door, not become the entire role. The future of casting must prioritize emotional honesty over algorithmic reach. For every influencer aspiring to act, the challenge is now to demand roles that require more than just a social media post—and for Bollywood to finally provide them.
Frequently Asked Questions
1. What is the “promo tool” practice Prajakta Koli is criticizing?
Koli criticizes the practice where Bollywood offers influencers very small, insignificant roles (like 2-4 minute cameos) primarily so the production can leverage the influencer’s massive social media following to promote the film. The influencer is used for marketing reach rather than valued for their acting talent or given a meaningful part.
2. Are influencers taking away roles from traditionally trained actors?
The situation is complex. Koli acknowledges that trained actors are sometimes asked for their follower count and may lose roles because of it. However, she also points out that influencers are often funneled into token roles not sought by serious actors. The real issue is the prioritization of metrics over acting skill in some casting decisions.
3. Does a huge social media following guarantee a film’s success?
No, and this is a major point of contention. Industry experts like Mukesh Chhabra and Jaaved Jaaferi argue there is little evidence that an influencer’s followers translate to box office success. A loyal social media audience does not automatically equal a paying cinema audience, which is why the “promo tool” strategy is increasingly seen as flawed.
4. What does Koli want for influencers in Bollywood?
Koli wants influencers who aspire to act to be given a fair chance through legitimate auditions and to be considered for substantial, character-driven roles based on their talent and potential, not just their follower count. She wants the industry to invest in their development as actors rather than seeing them as a one-time marketing boost.
5. Has any influencer successfully transitioned to a serious acting career?
Yes. Prajakta Koli herself is a leading example, having secured a significant and praised role in Netflix’s Mismatched. Others like Bhuvan Bam (BB Ki Vines) have also transitioned to lead roles in OTT series like Taaza Khabar. Their success is typically built on choosing substantial projects over cameos and proving their dedication to the craft.
