Mumbai: The casting of journalist and internet personality Saurabh Dwivedi as the antagonist in Kartavya has reignited debate over follower-based casting in films, with industry executives saying producers are increasingly factoring in digital popularity, audience data and online engagement while making creative decisions.

Two key questions have been widely debated and discussed by industry professionals and audiences on social media. One is: Why are producers casting people based on their social media following or popularity? And the other: Is this strategy the need of the hour?


ET spoke to casting directors, producers and distributors to understand the rationale behind this trend.

Casting based on social media popularity provides business value to producers as such personalities drive engagement and viewership either in theatres or on streaming platforms, said casting directors.

'It is the need of the hour today. An entire generation of audiences may not connect with old Bollywood tropes. Influencers bring relevance and familiarity, which pique this audience's curiosity,' said casting director Nandini Shrikent, who has worked with multiple directors and served as a casting director on films such as Gully Boy and Wake Up Sid.

Even studies support this trend.

According to a study by research firm Ormax Media, 57% of Hindi films' box-office revenue comes from audiences below 30, usually digital citizens underlining the importance of catering to the social media universe and its influencers. Also, 40% of audiences share film-related memes on social media after watching films in theatres, the study showed.

Producers shared that casting based on followers reduces film marketing costs.

"Today, data plays a critical role in many creative and non-creative decisions related to films. Producers believe that replacing actors with people who have large followings can help reduce film marketing costs, as these influencers provide instant reach. Also, they believe that brand endorsements by influencers can help mitigate overall film costs," explained producer Rajesh R Nair.

But Nair observed that this trend is unfairly denying opportunities to genuine talent. "There is so much talent in the industry that is not even considered anymore. Actors are being judged first on their follower count instead of abilities. This is damaging not only to films but also to the industry," he added.

"Some filmmakers believe that people who have a strong digital connection with audiences can offer an immediate promotional advantage. These people can organically create conversations around a project from the announcement stage itself," said veteran producer Anand Pandit.

"We are already seeing creators like Kusha Kapila, Prajakta Koli, Bhuvan Bam and Dolly Singh becoming part of mainstream films and streaming platform projects because of their relatability and audience engagement," added Pandit.

Casting directors said that only those people who have a large following, but no acting skills, are failing.

"Increasingly, producers have realised that influencers work better for web series or music videos. But for films, only people with real acting ability survive in the long run," explained Kunal M Shah, casting director on web series and films such as Bhaukaal and Phule.