Are influencers now powering box office numbers?

Movies like Sunny Sanskari Ki Tulsi Kumari, and Tu Jhoothi Main Makkaar, Nadaaniyan are now in focus, not just because of their box office successes but also because they now showcase the growing influence of creators on audience behavior.

These hits are proof that not just on their mobiles Gen Z is drawn to familiar, relatable creators even on the silver screen.

One of the most recent examples is that of influencer Dharna Durga who with an Instagram following of 1.6 lakh made her film debut in Sunny Sanskari Ki Tulsi Kumari alongside Varun Dhawan, Janhvi Kapoor, Sanya Malhotra and Rohit Saraf. The film crossed ?100 crore worldwide within 20 days after opening at ?22 crore domestically in its first weekend — a strong start indicating that creator-backed promotions can sustain a film post-launch.

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Dharna’s journey continued with Ma Behen, directed by Suresh Triveni, where she shares the screen with Madhuri Dixit and Triptii Dimri.

e4m spoke to IPLIX Media, which manages Dharna, to understand how the process works and the idea behind the creator pull.

Priyanka Padode Sheth, Head of Business & Operations at IPLIX Media, who played a key role in helping Dharna secure her role in Sunny Sanskari Ki Tulsi Kumari, said, “Dharma Productions has also started its own talent agency, so large production houses that were purely film-focused are now understanding the value of creators. They represent themselves and have such a loyal, intense audience on social media. Half the films now are promoted through social media. Take Saiyara — it became a big hit because people pounded it on social like crazy. It wasn’t a superlative film, but it was sincere, and people saw the sincerity and liked it. The social media strategy was genius; they hammered it with posts, got people to comment and share, and it became massive.

 A huge part of a decent film’s success is leaning into the social audience. If you have one or two key characters or supporting creators, like Dharna in Sunny Sanskari Ki Tulsi Kumari and Prajakta Kohli, you can promote clips showing they’re in the film. Mostly Sane also did a cameo at the end — their audiences get excited, Dharna’s audience gets excited. You’ve now tapped into a huge social following. Stars may not be active on social, but creators are, and production houses are smart about using those who can act to generate the social chatter needed for a film’s success.”

OTT welcoming creators

In March, Apoorva Mukhija, known online as ‘Rebel Kid’, debuted in Netflix’s Nadaaniyan, starring Ibrahim Ali Khan and Khushi Kapoor. The film made an OTT release, logged 3.9 million views in its first week, and ranked as the fifth most-viewed non-English film globally on Netflix. She later participated in Squid Game promotions and was part of Traitors, a reality show on Prime Video.

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Recently, on October 17, Mukhija launched her own celebrity chat show, Spice It Up, on JioStar’s Sparks, joining the growing list of creators with their own streaming properties.

Industry observers note that this mirrors older advertising dynamics. “Earlier, actors who featured in two or three popular ads would get noticed by filmmakers,” says Suniel Chawla of Social Beat. “Now, creators with a strong following and brand presence have a similar advantage. Their feeds act as auditions — a live portfolio of their skills and audience connect.”

 Reflecting on the broader picture, Chawla said: “Most creators still cater to specific niches. It will take time for them to reach the nationwide appeal of a Shah Rukh Khan or a Deepika Padukone. But the process has started.”

Creator influence is more about personal appeal

Annum Waris, Producer, Equinox Films, said, “Digital traction for influencers is merely a quantification method for popularity. Its rise or fall, much like celebrity popularity, is irrespective of their acting chops and more about personal appeal. Even in regular advertising, whether it’s established actors or sports personalities, it’s the individual who first connects with the audience; the performance comes next. The added advantage with influencers is that they bring their own prebuilt distribution channels, automatically bringing the brand closer to its target audience.”

Take Prajakta Koli in Mismatched — her presence generated buzz even before the show launched. Her strong online persona and behind-the-scenes content sparked organic chatter, with fans amplifying it and essentially becoming unofficial promoters.

While the trend of creator-first shows is growing, the challenge still lies in storytelling and acting depth that longform demands. The leap isn’t as natural as it seems.

From social media fame to acting

Sufi Motiwala, who first gained attention on The Traitors, transitioned to OTT acting with Amazon Prime Video’s Do You Wanna Partner. Playing a supporting yet pivotal role, Motiwala’s presence reflects how creators are becoming familiar faces on streaming platforms.

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Stand-up comic Bassi entered Bollywood with Tu Jhoothi Main Makkaar alongside Ranbir Kapoor and Shraddha Kapoor — a Luv Ranjan production that grossed ?92.31 crore in its first week.

Niharika NM, known for her sharp sketches, appeared in Netflix’s Big Mouth alongside Megan the Stallion and is stepping into Tamil cinema with a film directed by Aakash Baskaran, starring Atharvaa Murali. She is also reportedly tied to projects under Karthik Subbaraj’s production banner.

On guest-starring in BIG MOUTH, Niharika NM said, “I got to be part of Big Mouth, and I was not able to process it. It was all like a dream I never wished to wake up from. To be part of a project with people I had idolized— Jordan Peele, Maya Rudolph, Nick Kroll, Megan Thee Stallion—and to see the 16-year-old me, making comedy videos in my bedroom before a math exam, crying tears of joy… it was everything I had never dared to imagine.”

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Bhuvan Bam, one of India’s earliest and most successful creators, has moved steadily between YouTube and OTT. After Runway 34 and his own shows Dhindora and Taaza Khabar, the latter’s second season clocked over 14 million views on Disney+ Hotstar within 20 days, highlighting that creator-driven stories can pull in loyal digital audiences.

He will now star in Revolutionaries in 2026.

https://www.instagram.com/reel/DMFB-r1tdiP/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA== Not every influencer-led project hits gold. Thank You For Coming, featuring Kusha Kapila, Dolly Singh, and Shehnaaz Gill alongside Bhumi Pednekar, opened to ?1.06 crore and struggled to maintain momentum despite strong social buzz.

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Kusha Kapila, however, remains a sought-after name, with her next project Sab First Class co-starring Shehnaaz Gill and Varun Sharma. Dolly Singh, whose micro-dramas like The Best Worst Date enjoy millions of views on Instagram, has been part of Bhaag Beanie Bhaag and Feels Like Home, continuing to blend influencer clout with acting credibility.

Creators like Viraj Ghelani and Sahil Khattar have also crossed over to films. Ghelani, known for his humor-laced Instagram skits, appeared in Jawan and Govinda Naam Mera and will headline the Gujarati horror-comedy Jhamkudi. Sahil Khattar, who played Syed Kirmani in 83, continues to expand his acting repertoire, while TVF’s Arun Kushwah, known for Bachelor’s and Dasvi, will soon appear in Bhool Bhulaiyaa 3.

Rising demand & market value

When e4m reached out to agencies about the profits these creators make, most hesitated to respond. Rachit Sharma from Qoruz explained, “Imagine starring next to Ranbir Kapoor — every brand would want to work with you. Brands notice your rising clout; big production houses like Dharma Productions start approaching you. That signals you can pull off campaigns successfully, and demand begins to grow. As demand rises, your cost naturally increases.

 For instance, if a brand or production house contacts an influencer through one agency, they might later approach the same influencer via another agency. The influencer realizes they’re in demand and can raise their rates. The same principle applies to film roles: appearing in a big project directly boosts your cost and market worth.

Some creators have even become production houses. YouTuber Ashish Chanchlani’s six-episode horror-comedy Ekaki marked his debut as writer, producer, and actor in a long-format project. Released on his YouTube channel, the show was produced under his own label, ACV Studios, and featured his long-time collaborators. The ensemble cast blended horror and humor in a familiar creator-universe format that fans have grown up watching.

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Streaming platforms are creating dedicated spaces OTT players are increasingly building spaces dedicated to creators. JioStar’s Sparks now features shows by Zakir Khan, Nischay Malhan, and Rebel Kid, among others. The idea is simple — redirect social media audiences to streaming apps through creator-led programming. Platforms are betting that fans who follow creators for years will follow them onto paid or exclusive ecosystems.

 You may have noticed Ek Deewane Ki Deewaniyat movie reels on your Instagram feed, featuring creators reviewing the film and sharing their experiences in theatres.

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While creators are helping films find traction, they’re also shaping audience perception — for better or worse. Influencer reviews and reaction videos now play a significant role in a film’s first-week performance.

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 Legal scrutiny as creator influence grows

In September, the Indian Film and Television Producers Council (IFTPC) announced plans to take legal action against influencers allegedly demanding money to suppress negative reviews. The body observed “an alarming trend” where certain influencers threaten to release disparaging reviews unless paid. It described such behavior as “extortion” that “poses a threat to the creative and economic health of the industry.” The IFTPC clarified it isn’t against genuine criticism, only manipulative practices aiming to sabotage projects.

Many creators earn not just from acting gigs but also from brand integrations, music video promotions, and OTT appearances. Their feed serves as both résumé and revenue stream.

 Music labels are also leveraging creators. From independent singles to promotional reels, creators help new songs go viral faster than traditional campaigns ever could. The ability to sing, act, and self-promote has made influencers a one-stop shop for entertainment production.

 As audiences scroll and stream simultaneously, creators are becoming the bridge between both worlds. Production houses like Dharma Productions start approaching you. That signals you can pull off campaigns successfully, and demand begins to grow. As demand rises, your cost naturally increases.”