Social media is used widely and has been established to be an important part of adolescent and young adults' lives. The platforms allow adolescents and adults to experience the consumption of digital content, the ability to virtually connect to other users regardless of time and space, and interact with other users irrespective of their physical location. Specifically, the emergence of digital platforms has resulted in young adults consistently interacting with their favourite celebrities, brands, and other users in the virtual world using two-way communication tools like live chat and the comment option.

It would appear that with the development of social media platforms, the digital world created a new term, "social media influencers," who gained notoriety through their digital content on social media platforms, in contrast to traditional celebrities who gained fame on TV shows and in motion picture films. As a result, social media users describe interacting with social media influencers in the virtual world as more authentic than their interactions with celebrity endorsements in traditional advertisements, which makes them feel more connected to the social media influencer.

In the competitive world of digital marketing, companies are always looking for new ideas to get people interested in their products and ultimately begin their purchase journey. But in this recently changed industry, Bollywood actors are now mainly on equal footing with influencers. Influencers have emerged from social media and short-form video platforms, become the gold standard for brand endorsements, and become a re-established and redefined partnership between celebrity and brand.

In this era of reels, shorts, stories, and swipes, Bollywood's gold shimmer can no longer merely sit in cinema theatres or magazines. The glimmer of Bollywood now exists in most of the world on smartphones and social media feeds alongside a new age tribe of content creators—the influencers. The collision of Bollywood and influencer marketing has disrupted how films are marketed, how stars are perceived, and how audiences are engaged. This disruption is a turning point culturally and commercially for the Indian film industry and influencers.

Bollywood celebrities and cricketers have come a long way from being the only influencers to everyday people on social media, impacting national conversations of importance today. But how did we get here? More importantly, what influence has it had on the way we behave, think, shop, vote, and exist within the world?

The following article will explore how influencer-Bollywood collaborations have evolved, examine the strategic marketing benefits, and scrutinise the cultural implications of the intersection between influencer culture and Bollywood. We are experiencing a new era of how entertainment is marketed and consumed.

Entertainment Influencer Marketing on the Rise

Entertainment influencer marketing is the deliberate use of influencers by companies to promote new launches, TV/OTT shows, occasions/movies, or merchandise through authentic, high-quality social media posts that reflect the influencer's life and decisions. This umbrella covers all forms of entertainment companies, from book publishing to movie making, music, and everything else.

For their admirers, influencers leverage their social media handles and individual brands to endorse entertainment-related products, services, or content.

This strategy relies on the influencer's credibility and connection with his or her following. Its objective is to increase awareness, interaction, and, eventually, conversions. Therefore, it enhances the entertainment sector's reach and power.

The Rise of Social Media: When Trust Shifted to Digital Influencers

In the last decade, India has seen a phenomenal change in how influence and trust work in the digital era. Film stars or television celebrities no longer control people's opinions. Thanks to the runaway success of platforms such as Instagram, YouTube, and even Threads and Snapchat, digital influencers have become influential cultural voices that are often more trusted and relatable than traditional celebrities.

When platforms such as YouTube, Instagram, and Twitter went mainstream, they did something revolutionary—they empowered the common man. Overnight, influence was no longer about who was richest or most famous but about who could resonate with the audience better.

Bhuvan Bam began as a regular guy creating comedic videos in his bedroom. Today, he's a brand ambassador for several organizations and a household name in digital entertainment. His success validates that authenticity will always beat star power—people would rather see someone they could relate to rather than a scripted celebrity.

Consider Kusha Kapila, for instance. From her satirical comic personas on iDiva to partnerships with Netflix and Bollywood stars, Kusha has created a niche where pop culture, satire, and fashion converge. Her content is as if your sarcastic best friend is speaking to you, so her endorsements become authentic instead of sales-oriented. She has been seen in mainstream OTT shows, has interviewed leading actors, and has stayed grounded in her digital creator persona, smoothly walking the two worlds. She made her cinematic debut in Thank You For Coming (2023), where she was on par with mainstream actors, announcing her arrival as something greater than a comic face.

Likewise, Dolly Singh, another social media influencer-turned-actor, gained fame with her quick-witted sketches and real-life connections. Her transition from offbeat fashion commentary to acting in movies and shows indicates how digital influencers are becoming a part of Bollywood's promotional space as endorsers, co-creators, and actors. She recently appeared in the Netflix movie Double XL (2022), playing a down-to-earth, supportive role that showcased her dramatic capabilities beyond social media sketches.

Komal Pandey, whose edgy and editorial fashion posts made her popular, reshaped style storytelling for India's Gen Z and millennials. From fashion blogger to global brand-influencer-turned-fashion-blogger, she illustrates how niche content can build mainstream influence.

Ranveer Allahbadia, aka BeerBiceps, established a dedicated fanbase on self-help, fitness, and entrepreneurship-related content. His The Ranveer Show podcast has interviewed Bollywood giants such as Priyanka Chopra, Anurag Kashyap, and Aamir Khan, establishing him as an authentic middleman between online audiences and Bollywood.

Prajakta Koli, aka MostlySane, started with relatable YouTube sketches and now appears in films and Netflix shows, even representing India at the UN. Her work is often laced with humour and social commentary, so she is a trusted voice for young Indians living through contemporary issues. She has had arguably the most successful crossover, featuring in Mismatched, a hit Netflix show, and appearing in movies such as Jugjugg Jeeyo (2022), where her performance was praised for its realness.

Srishti Dixit, with her brand of humour and feminist perspective, rose to fame on BuzzFeed India before becoming an independent creator. Her partnerships with Netflix India and real-hued commentary on film culture have established her as a favourite influencer among forward-thinking, movie-loving audiences.

Viraj Ghelani, with his Gujarati-biased comedy and accurate family-based sketches, has effortlessly worked with Bollywood movies, introducing regional humour to national campaigns. His effort shows that hyper-local storytelling can find pan-Indian acceptance when presented genuinely. Viraj Ghelani, through his charming Gujarati manner, made a strong cameo in Jawan (2023) and the Gujarati movie Order Order Out of Order, demonstrating that content creators can succeed on the big screen.

Shibani Bedi completes this list with her singular observational wit and biting satire. With her characters such as 'Pinky Dogra' and 'Babita Phogat Lite', Shibani combines upper-middle-class Delhi irony and universally appealing social commentary. Her transition from comedy sketches, film reviews, and even acting catches the way online producers are now defining Bollywood stories on and off screen. Shibani's authenticity is based on her honest, unvarnished view of urban Indian life, which makes her a natural fit for campaigns that need humour and authenticity. She also appeared in Thank You For Coming, showing her range in a mainstream environment.

These influencers are not only content creators but also reliable personalities, deemed more relatable and trustworthy than stars. Their emergence heralds a shift in marketing where credibility is fueled by relatability, consistency, and community interaction rather than stardom. These shifts prove that the new era is one where influencers aren't merely marketers—they are the latest Bollywood storytellers.

From Billboards to Reels - Bollywood's Marketing Shift

In a role reversal, influencers are advertising movies and acting in them. Traditionally, Bollywood promotions previously involved TV ads, posters, billboards, and starry press junkets. But film marketers started questioning their approach as viewers' habits turned towards digital-first consumption. Social media influencers were the link between mass media and micro-targeted communications.

Artists such as Kusha Kapila (Sukhee, Thank You for Coming), Prajakta Koli (JugJugg Jeeyo), and Danish Sait (French Biriyani) have made the leap from social media to the silver screen. Though most started as marketing partners, their understanding of the digital consumer made them saleable for roles designed to embody the Internet generation.

This crossover solidifies the relationship between influencers and Bollywood, which is no longer confined to behind-the-scenes efforts but is now integral to storytelling.

Rather than showing up on TV or radio programs, stars make their debuts on comedy sketches with YouTubers, dance reels with Instagram influencers, or appear on lifestyle vloggers for unscripted interviews. It's not about reaching, but being relatable — making a movie campaign go viral as a meme, trend, or challenge.

The 2023 movie Rocky Aur Rani Ki Prem Kahani had a successful influencer campaign in which fashion bloggers re-created Alia Bhatt's outfits, and dance influencers danced to trending songs from the movie. The campaign made the movie popular among fashion-conscious Gen Z youth and dancers, beyond cinephiles.

Symbiotic Relationship: Mutual Benefits for Both Worlds

Collaboration between Bollywood and influencers has evolved from isolated promotional stunts into a symbiotic strategy for both Bollywood and influencer marketing. For Bollywood, influencers represent a new niche, segmented audiences that traditional marketing has often failed to reach, whether those are beauty lovers, gadget lovers or followers of a regional language. It is also a cost-effective way to promote films since mid-tier influencers can sometimes offer a more substantial ROI than big-budget advertising campaigns. The result is content that feels more like personal advice from a trusted friend than traditional marketing messages, which is valuable in a volatile relationship with a now sceptical generation of digital natives.

Additionally, influencers are good at creating trend-driven, short-form content that has the potential to go viral and create buzz (and sometimes even controversy) about a movie, character or soundtrack. Influencers also receive a lot of social currency from working with Bollywood figures, which adds to their visibility and aspirational value. These opportunities lead to instant followership and monetisation opportunities and allow content diversification, often seen in advances like behind-the-scenes or red carpet experiences. As much as they sometimes saw each other as competition, these collaborators are now quickly becoming embedded into marketing plans, sometimes months before campaigns are conceptualised.

This synergy is no longer incidental but an integral part of how Bollywood films are marketed in the entertainment ecosystem of today’s digitally-driven world.

The Psychology Behind Influencer Marketing

Why does influencer marketing work so well? The answer is because of human psychology. People are more likely to trust peer recommendations compared to brand communications. According to a Nielsen report, 92% of consumers believe in recommendations from people (even if they don't know the person recommending) and even trust corporate advertisements. Influencers take this notion further by developing parasocial relationships, which some marketing professionals describe as one-sided yet meaningful relationships where followers feel familiarity and trust. Influencers establish these relationships with their followers through regular, relatable content that provides insight into the Influencer's life, values and preferences.

Take the beauty industry, for example. When the creators Malvika Sitlani or Komal Pandey talk about a lipstick or skincare routine, it doesn't feel like an advertiser's message - it feels like a tip from a friend who's been there and done that. This perceived authenticity dramatically increases engagement and conversion, making influencer marketing more than just effective, but absolutely persuasive.

Successful Entertainment Influencer Marketing Campaigns

Gully Boy 2019, an Indian film, leveraged online challenges to connect with audiences and enhance its popularity. The filmmakers introduced a social media campaign called "Gully Boy Challenge," inviting fans to create and post rap songs. Actors Ranveer Singh and Alia Bhatt joined in, drawing influencers and generating many rap videos. The movie also invited contest winners to viewings to develop a stronger connection with fans. The campaign was promoted across YouTube, Instagram, and Facebook, with trailers and music actively promoted and behind-the-scenes shots shared to activate the fandom.

In 2020, to promote the movie Dil Bechara, a well-rounded collaboration between Bollywood celebrities and influencers was managed. The movie was the last work of the late actor Sushant Singh Rajput, and the marketing strategy included influencers from all walks of life.

One of the best promotions was done by the popular Indian YouTuber CarryMinati, whose fan following is enormous. In one of his videos, he spoke about this film and asked people to watch it. He naturally spoke about his love for Sushant Singh Rajput, which resonated with his fans.

Badshah and Jacqueline Fernandez initiated a successful influencer marketing campaign in 2021 to promote their "Paani Paani" song on Saregama India's YouTube channel. The campaign involved an online dance challenge named "#PaaniPaaniDanceChallenge," where fans were requested to create and post their dance covers of the song. Popular TikTok influencers made their dance videos, whereas Badshah posted fan-made videos on his Instagram account, increasing morale among fans.

In August 2022, Priyanka Chopra Jonas's hair care brand, Anomaly, was made available in India solely on Nykaa. She travelled to India to sell the brand. She partnered with some influencers, including Niharika NM, who posted a humorous Reel battling Chopra for her brand-new products and then ran off with them and costly bags.

Janhvi made a guest appearance in Kusha's food-themed content to endorse Mili. They added humour and food to the survival-thriller's cold storage storyline and connected with lifestyle and food communities.

Masoom Minawala showcased Kay Beauty products during Cannes, associating Katrina's beauty brand with luxury, red carpet experiences, and high fashion and raising its aspirational value.

Fashion influencer Komal Pandey partnered with Alia Bhatt's kidswear label, Ed-a-Mamma, introducing it with her style-leading spin. The campaign successfully combined parenting, sustainability, and fashion storytelling.

During the Pathaan frenzy, Deepika appeared content with influencers like Ankush Bahuguna and Kusha Kapila, sharing light-hearted BTS moments and beauty deconstructions and boosting film interest among lifestyle fans.

Shah Rukh Khan's team worked with local Tamil, Telugu, Marathi, and Bengali influencers for Jawan to design language-specific campaign content. The hyper-local initiative took the film beyond the Hindi belt. Dolly Singh developed ridiculous parody videos with Jawan dialogue and references. Though unofficial, they were posted by fan accounts and tactfully blown up by the film's PR team, making it difficult for them to differentiate between organic content and campaign content.

Radhika Apte and MostlySane (Prajakta Koli) enjoyed a comedic yet emotive collaboration that revealed contemporary relationships under a scripted chat show format with an impetus to more discerning discussions about the anthology's themes.

The 2023 movie Zara Hatke Zara Bachke, based on a newlywed couple, ignited a trend on Instagram reels featuring real couples performing scenes from the film. A few influencers with small followings spearheaded the campaign to unimaginable engagement proportions.

To promote The Archies as a Gen Z remake, Netflix India hired pop-culture and fashion influencers such as Ankush Bahuguna and Sakshi Shivdasani to share looks, fashion stuff, 60s dance-like moves, nostalgic skits, conduct "vibe check" sessions, and critique the style of the movie, not the story. It made a lower-mid-list release a fashion conversation starter.

Challenges and Ethical Considerations

Although influencer marketing is incredibly effective, it is not risk-free. Its most significant pitfall is the phenomenon of fake followers and engagement pod manipulation. To come across as being more successful than they are, several influencers buy followers or engage in an engagement pod scheme, providing an inaccurate reflection of their influence. This could lead to mediocre ROI on Bollywood campaigns based on exaggerated figures. Furthermore, increased consumer awareness of sponsored content has made them more cynical. They can pick up on insincerity, and over-the-top or artificial promotions tend to alienate people instead of generating enthusiasm.

Another key issue is influencer burnout. With added pressure to constantly create, collaborate, and stay relevant, most creators face mental and emotional fatigue, which impairs the quality and authenticity of their content. In addition, ethical transparency has become a must-have. Those who do not reveal sponsorships or promote below-par or deceitful products, such as those in the fabled cryptocurrency scandals involving popular Indian creators, can expect immediate blowback and risk to their image.

Consider the case of "India's Got Latent Hate." Born out of a podcast with Ranveer Allahbadia, Samay Raina, Apoorva Mukhija, and Ashish Chanchlani, the since-deleted episode 18 revealed India's influencer culture's seedy underbelly. A casual sexist quip snowballed into a virtual wildfire, and the entire country was outraged, threatening and having an angry moral reckoning. It was revealed that online reputations are as ephemeral as smoke, and the tinderbox nature of public opinion in India's influencer economy was displayed.

A number of creators caught up in or near the scandal witnessed brand partnerships crumble overnight. Brands quickly withdrew sponsorships to avoid potential backlash, reaffirming a bitter truth: reputation is money in today's influencer economy. Even those indirectly at fault were criticized, with fans and brands calling for accountability and an apology.

Apoorva Mukhija was recently seen in the movie Nadaaniyan with Ibrahim Ali Khan and Khushi Kapoor. Owing to the underlying controversy, she had first stayed away from promotional events and social media for the film, but has now spoken out and resumed being on social media.

This case underscored the pressing need for ethicality in influencer marketing. Authenticity, empathy, and social responsibility must no longer be discretionary—they have become requisites. As creators gain increasing cultural clout, their content is no longer viewed in isolation but as part of larger societal narratives. Brand collaborations are also expected to represent values that exceed profitability, such as gender sensitivity, inclusivity, and responsible speech.

In such a climate, influencers have to be careful of what they endorse and how they speak and interact with the public. India's Got Latent is a grim reminder that influence without ethics can destroy a career in one night. Ethics, formerly a footnote, are now key to sustainability in online fame.

For Bollywood marketing to continue being effective, long-term credibility and trust must be given prominence. Transparency, careful partnerships, and respect for audience intelligence are the keys to securing sustainable influencer partnerships.

The Future of Influencer Marketing in India

Indian influencer marketing is on the verge of a breakout. It's grown from product placements and shoutouts to a strong business influencing consumer behaviour, entertainment, and political discourse. India boasts over 800 million internet users and a huge young population, making its online ecosystem rich enough for content producers to flourish across platforms such as Instagram, YouTube, and new Indian short-video apps.

The future will witness an emphatic transition from vanity metrics to performance-based campaigns. Brands are getting smarter, emphasising ROI, engagement quality, and niche influence over followers. Micro and nano influencers possessing smaller but very engaged groups will take over fashion, food, regional cinema, and wellness. AI-powered analytics and influencer discovery platforms will further enhance targeting and personalisation, enabling brands to reach hyper-niche audiences.

Video content will remain king, but we’ll witness a rise in immersive formats like AR filters, live commerce, and interactive storytelling. Bollywood and regional entertainment will increasingly rely on influencer partnerships for film promotions and storytelling extensions—think exclusive behind-the-scenes vlogs or influencer-led character arcs.

A report by INCA India estimated that the influencer marketing industry will reach ₹2,200 crore (~ USD 275M) in India by 2025. Influencers are no longer simply promotional tools—they are brands themselves. Their connections with followers are often more personal and trustworthy than celebrity endorsement connections, making them pivotal to promotional campaigns.

Besides, regulation and transparency will be the order of the day. With the ASCI launching guidelines, disclosure and authenticity will become paramount. Influencers will be regarded as entertainers and authentic voices of commerce and culture.

In brief, influencer marketing in India is not a fad—it's the future of storytelling, branding, and digital entrepreneurship. The distinction between celebrity, creator, and consumer will remain blurred.

The Takeaway

We are experiencing a marketing revolution like no other. Traditional advertising is being replaced, as humans (and sometimes AI) who share and connect with the audience are paving a new path. The brands that understand this shift will just be getting started, while the rest will be shutting their doors.

This shift has happened swiftly and is based on the trust that comes with relatable digital creators. It has gone from simply paid endorsements to genuine collaborations between film promotional campaigns and casting. Influencers can give Bollywood wider access to niche audiences and real engagement, while Bollywood can give influencers mass audiences and credibility.

There are many challenges ahead, especially as we navigate authentic vs. inauthentic practices, ethical considerations, and influencer fatigue. The recent controversy of 'India's Got Latent Hate highlights the urgent need for awareness, transparency, and responsible content creation.

Influencer marketing in India will grow tremendously, focusing on performance campaigns, greater adoption of micro-influencers, and immersive content. Regulations surrounding influencer marketing and disclosure are evolving, but trust and transparency will always be the most important. Most importantly, the relationship between Bollywood and the influencer landscape marks the beginning of a new era in which the lines between celebrity, creator, and consumer are blurring, changing how entertainment is marketed, consumed, perceived, and experienced.

Today, influence is the new solution, and those who use it wisely will decide the future of consumer behaviour in India.