Ayushmann Khurrana Says Social Media Stars Are Challenging Bollywood’s Old Stardom Hierarchy

Actor Ayushmann Khurrana has said that stardom in Bollywood is no longer an “exclusive club” as it once was, pointing to the rise of influencers, YouTubers and other digital creators who have built large audiences of their own. Speaking at FICCI Frames 2026 in Mumbai on Tuesday, Ayushmann described stardom as “relative” and said the changing entertainment landscape has created multiple types of stars across different platforms. His comments came during a session titled “Cinema at Crossroads - The Rules of the Big Screen”, where he discussed the changing relationship between actors, audiences and theatrical cinema.

Ayushmann said audiences today exist across what he described as “multiple universes” of entertainment, with different personalities commanding attention in different spaces. He cited influencers and YouTubers as examples of people who may be extremely popular with particular audiences even if they are not widely recognised outside those communities. According to the actor, this fragmentation has changed the traditional idea of a single hierarchy of stardom in the Hindi film industry. He said there are now multiple entertainment worlds, each capable of producing its own stars and fan bases.

The actor also emphasised the importance of accessibility and maintaining a connection with audiences. Ayushmann said his own background in radio and television shaped his approach to interacting with people. He explained that remaining connected to people at the grassroots level is particularly important because many of the stories he wants to tell are rooted in everyday experiences. For him, being approachable is therefore part of his relationship with audiences rather than simply a feature of celebrity culture.

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Ayushmann further argued that the script should remain at the centre of a film rather than the celebrity status of its lead actor. He said, “Stardom is relative and script is the star,” stressing that there is no longer a single formula for what makes a performer or film successful. He also said he has consistently believed that the story should be bigger than the actor. His comments reflect a broader discussion within the Hindi film industry about whether audience interest is increasingly driven by the strength and authenticity of a story rather than star power alone.

During the session, Ayushmann also spoke about the need for filmmakers to make films that connect with audiences without relying entirely on large budgets or established stars. He cited smaller-budget films such as Hanuman Ansh and Obsession while arguing that the industry needs to explore projects that are more budget-conscious and audience-focused. Filmmaker Sriram Raghavan, who also participated in the discussion, similarly said a film’s connection with audiences is important to its theatrical performance and that scale alone does not determine how a film performs.

Ayushmann linked these views to his upcoming film Udta Teer, saying he was returning to what he considers his core — authenticity. The spy comedy stars Ayushmann alongside Sara Ali Khan and is scheduled to release in cinemas on October 9, 2026. FICCI Frames 2026, being held in Mumbai on September 29 and 30, has brought together figures from across India's media and entertainment industry to discuss cinema, digital platforms, creators, technology and changing audience behaviour.

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