New-Age Actresses' Unusual Choices Denting Their Brand?
As audiences grow more content-driven, it’s clear that performance often trumps pairing.
After working with some of the biggest stars in Indian cinema, young actresses like Rashmika Mandanna, Sreeleela, and Keerthy Suresh are now teaming up with relatively lesser-known heroes — sparking debate over whether these choices are diluting their brand value and stardom.
Take Sreeleela, for instance. She recently starred alongside debutant Kireeti in Junior, a film that faced heavy criticism on social media. Rashmika Mandanna, popularly hailed as the “National Crush,” is currently working with Deekshith Shetty in The Girlfriend, while Keerthy Suresh was seen opposite Suhas in the quirky rural comedy Uppukappurambu. Are these career missteps or smart strategic moves?
Producer Lagadapati Sridhar thinks the latter. “These are just one-off films in their overall line-ups filled with top heroes,” he says. “Sreeleela might’ve agreed to Junior because it had a big Kannada banner, high-profile technicians like DSP and Peter Hein, and a big launch platform. It doesn’t impact her Tollywood or Bollywood standing. Online trolling comes and goes — it shouldn’t be taken seriously.”
Rashmika’s case is no different, says Sridhar. Despite starring with top names like Ranbir Kapoor and Allu Arjun in Animal and Pushpa, her role in The Girlfriend could offer her more creative space. “It may be an author-backed role, giving her the chance to display range — unlike the limited parts she had in her blockbuster films,” he explains.
As for Keerthy Suresh, her recent choice was all about experimentation. “In Uppu Kappurambu, she plays a naive, comic village leader — a refreshing shift from her usual intense roles,” says Sridhar.
However, a celebrity manager brings in another factor — money. “These actresses often demand ₹3 to ₹4 crore for films with lesser-known heroes. Ironically, when they work with top stars, their pay is usually less. New-age heroines are smart — they understand their brand, and when paired with smaller heroes, they gain more screen time, more control, and better paychecks.”
So, are these actresses losing their star power by deviating from big-banner pairings? Not really. In fact, they seem to be making calculated career and financial choices — mixing mass films with offbeat roles, and mainstream appeal with solo showcases. Rather than denting their brand, they’re expanding it.
As audiences grow more content-driven, it’s clear that performance often trumps pairing. And these actresses are well aware of that shift.
