Bollywood celebs have realised that to stay relevant, and earn good money, they need to be visible in every way possible. Film offers are depleting, so plan B is to host chat shows!
From being on the hot seat to the ones doing the grilling, Bollywood stars are switching channels and changing tracks. No longer content with spilling the beans on someone else’s couch, they are now initiating unfiltered conversations with celebrity guests of their own.
Bollywood celebrities Kajol and Twinkle Khanna are all set to turn talk show hosts, joining forces on a new celebrity-centric show for a premier OTT platform. According to sources close to the development, the duo will share personal stories and insights that go beyond their public personas. The guest list is expected to include their spouses — Ajay Devgn and Akshay Kumar — along with close industry friends such as Shah Rukh Khan and Karan Johar.
unconventional, ’90s icon and poster girl of cool, Pooja Bhatt, is ready to launch her own eponymous show titled The Pooja Bhatt Show. The actor-turned-filmmaker promises to dive deep into the world of cinema and lift the veil on Bollywood’s inner workings.
“There are so many inspirational stories in the Indian film industry. I want to shine a spotlight on the amazing people helping push our culture forward — from actors and directors to musicians, producers, and stylists. I can’t wait to share the highs and lows of my own journey, and highlight the riveting stories of those who have inspired and shaped me,” says Bhatt.
Financial gains
Today, influencing is the name of the game. Whether it’s through social media or podcasts, everyone worth their salt seems to be on the bandwagon. “The direct connect not only builds a more personal relationship with fans but also often translates into financial gain. While television once dominated this space, it is now OTT and digital platforms that are changing the rules. Handled well, the digital domain has proven to be a game changer for many celebrities. But it does come with a caveat. “Celebrities do have to exercise caution. As many have discovered, while direct-connect platforms allow for focused messaging, the feedback is instant — for better or worse,” says brand strategist Indraneel Mukherjee.
Actor and author Soha Ali Khan, in an earlier conversation with Deccan Chronicle, had revealed her plans to enter the podcasting space. For Soha, the drive to work stems from what she calls “the perils of ambition.”
“I’m very happy spending three months at home with Inaya, doing homework or writing a book. I’m currently working on my podcast, which is new territory for me. I want to do a lot of things, but it’s all coming from a space of being happy, content, and wanting to challenge myself,” she shared.
Meanwhile, choreographer-turned-director Farah Khan offers viewers a fly-on-the-wall experience as she tours the homes of her celebrity friends. Actors Neha Dhupia and Kareena Kapoor Khan, too, have delivered successful seasons of their respective talk shows, featuring just about every A-lister in Bollywood.
“Film celebrities have discovered how well direct connects work for them. Whether it’s walking the ramp or hosting a podcast, it guarantees eyeballs — essential to maintaining relevance. With films spaced further apart these days, staying in the public eye helps sustain a film star’s currency. And if a good cause is attached to the effort, even better — eyeballs and heart emojis. That said, caution remains key. One lead actor learned this the hard way when her association with a social cause backfired and generated only negative press,” warns Mukherjee.
Creating brand equity
From strutting down runways at fashion weeks — both in India and on global stages — to fronting talk shows, documentaries, and OTT series, today’s celebrities are doing more than just chasing fame. It’s no longer just about the spotlight; it’s about brand equity.
Actors today are as much entrepreneurs as they are entertainers. They’re building social currency, cultivating influence, and turning every appearance — online or offline — into an opportunity to grow their personal brand. In an era where visibility drives value, Bollywood’s stars are leaving no stone unturned in monetising their stardom and staying ahead of the curve.
“It’s a very competitive and evolving space,” says a leading publicist. “Actors have realised that to stay relevant, they need to be visible in every way possible. Every other day, there’s a digital debut or the launch of a new vertical. Numbers dictate everything now — anyone with a following can land endorsements and gigs. If influencers can become actors, why can’t actors own the influencer space? They already have the legitimacy.”
