From reels to roles: Digital stars who cracked Bollywood & OTT 

Influencers from social media platforms such as Instagram reels and YouTube sketches are now seen as pivotal in creating a new prototype for achieving stardom. The “rules” governing the path to becoming famous do not include connections in the form of a Godfather or a family from the film industry, but instead rely heavily on the use of professional equipment like a ring light or a strong ability to relate to and be vulnerable with the audience, resulting in a strong desire to create content. 

Prajakta Koli: The relatable girl who made it big 

One influencer who has just recently completed this transition is “Mostly Sane” aka Prajakta Koli. With a growing audience based on her relatable content showcasing the chaos of everyday life (the craziness of family, the craziness of friendships & the craziness of what it is to be a millennial), the transition for her to pursue acting seemed like a natural progression. Her first acting job was on the Netflix original show called “Mismatched,” which aired in 2020, and she then went on to act in the Bollywood film “Jug Jugg Jeeyo” (2022), sharing the screen with many seasoned actors. Now she continues to pursue acting, with shows such as “Neeyat,” solidifying her position in the entertainment industry. 

Her authenticity has allowed for seamless transitions from being a YouTube creator to being an accomplished performer, as viewers can easily believe that each character she plays is their own. 

Kusha Kapila: Comedy characters to complex roles 

Kusha Kapila started to establish herself as a comedian with her sharp satire and characters such as South Delhi girls. However, there has always been a performer underneath the punchlines. Kusha made her film debut in Ghost Stories (2020) and followed that with roles in films such as Plan A Plan B (2022), Thank You for Coming, and Sukhee. The transition has not been without its challenges, but Kusha has continued to find new avenues to express herself, demonstrating that digital comedy can be a resource to grow as an entertainer rather than a restriction. 

Bhuvan Bam: The OG creator who became a leading man 

If there’s one creator who truly blurred the line between content and cinema, it’s Bhuvan Bam. His early performances, from multiple characters on BB Ki Vines to creating and starring in his web series Dhindora (2021), exhibited serious acting abilities. Bhuvan made his big leap into acting in Taaza Khabar (2023) as the lead actor for the first time. His journey demonstrates that creators can not only entertain; they can tell complex, layered stories. 

Viraj Ghelani: Slice-of-life humor to Bollywood cameos 

Viraj is a unique creator as he has been able to create a following through relatable humour that comes from his Gujarati roots. His acting career began with the web series “Little Things,” but he made his Bollywood debut in 2022 with “Govinda Naam Mera,” and although he played a supporting character, it was memorable. Viraj exemplifies a class/type of creator in that he does not rush/seek out lead roles immediately; however, he has developed a solid reputation through continuous performance. 

Dharna Durga: The new-age entrant finding her space

Dharna is one of those new influencers who have successfully made the jump/transition to professional acting. With her character-driven and expressive reels, she is beginning to branch out into acting roles, thus demonstrating how quickly the acting industry is accepting/embracing individuals with a background in digital content creation. While she has just begun to build her acting resume with the film Sunny Sanskari Ki Tulsi Kumari, she epitomises the “next wave” of creators who will now enter the acting world as known performers, vs. as previously unknown individuals without an audience following/supporting them. 

More than just a trend 

The common thread among all these journeys is not just virality, it’s adaptability. As a result, there are now more opportunities than ever before for production companies that see influencer talent not just as people with large audiences, but rather, valued assets in the creation and execution of content (i.e., performance, engagement, timing). 

The shift is clear: the “outsider” narrative is evolving. Social media has created a much better and more varied marketplace for creators. As more creators refine their skill set and become better at what they do on each platform, this also brings down the gap between creator and performer. 

Because in today’s entertainment landscape, the real audition might just be your content feed.