- By Swati Singh
- Tue, 29 Jul 2025 04:35 PM (IST)
- Source:JND
As the lines between celebrity and content creator are getting blurred, the influencer economy is booming and traditional Bollywood stars may be feeling the heat. In an exclusive chat with The Daily Jagran, fashion influencer Siddharth Batra weighs in on the shifting dynamics of fame, the post-Covid rise of influencer credibility and whether brands now prefer creators over actors for better ROI.
'Bollywood actors remain a top choice': Siddharth Batra
Siddharth Batra believes influencers aren't necessarily earning more than actors, as both have their own niches and demand-driven pay scales. He noted that while Bollywood actors remain a top choice for endorsements, brands are increasingly recognizing the value of content creators due to their high engagement rates. He claimed, "I don’t think it’s factually correct that influencers are earning more than actors. Much like influencers, even actors have a niche of their own and that is directly proportional to the demand=pay scale."
"Bollywood is a religion for india, so rightfully- actors are still considered the #1 choice for many endorsements. But with brand managers realising the investment people have in content creators- the psyche is now also moving towards engagement with content creators in the same rooms as actors. And the reason is simple: every brand wants to create a moment for their next, big product launch. With actors, that moment comes with the next movie release and its fate at the box office. For content creators, that moment can come everyday, sometimes even 5 times a day. Depends upon how often they want to post online and the virality of that piece of content. So, naturally- the brands have more scope for creating moments with content creators for their launches on a daily basis. That said- both have their pros and cons. And both will continue to exist at once, with demands changing as per the usual textbook definition of “change”. Both actors and content creators are marketing tools for brands- consumer patterns will always be the deciding heroes here," he further added.
Opening up on whether brands are choosing influencers over actors, Siddharth said, "It’s all dependent on the aim of the brand manager. Whether for the said launch, they want reach/face value/positioning/engagement or a mix of it all. And whether they want to achieve these aims by bringing one actor on board or several, or one content creator on board or several.. or a mix of both."
Siddharth Batra opens up on pay disparity between influencers and actors
Siddharth Batra stated that the pay difference between influencers and actors for brand endorsements varies case-to-case, depending on factors like ROI, impact and influence on target consumers. He said, "Case-to-case, yes. Really depends on the brand manager, the ROI of the content creator/actor and their impact/influence on the target consumer. We can’t make generic statements, because it’s a complete consumer-led narrative. Currently, as an overview.. A-league actors are being paid more than A-league content creators. Also, it’s important to understand what makes an actor “A-league” and what makes a content creator “A-league”. The two worlds and their impacts on consumer habits are very different, yet similar in some scenarios."
Batra noted that content creators often accept lower pay due to the industry's evolving nature and lack of standardised rules. He emphasised that content creators work in a highly competitive field driven by survival instincts, taking on opportunities for exposure, positioning and paychecks. Batra highlighted that content creators are chosen for their strong community engagement, not as cheaper alternatives to actors.
It is pertinent to note that Bollywood celebrities' influence is unlikely to diminish significantly, as they continue to have a massive following and impact on popular culture. On the other hand, influencers will continue to coexist, with brands choosing between them based on specific goals and target audiences.