A robust social media presence has for a while been a sure ticket to other mediums.
The first Indian YouTuber to garner 10 million subscribers, Bhuvan Bam went from musician to comedian to writer-actor in a short film. Prajakta Koli, aka Mostly Sane, who has nearly 4 million subscribers on the video-sharing platform, went on to star in a WhatsApp commercial. There are more such examples. One of the ultimate goals for many of these artistes is the Bollywood silver screen.
However, the reverse journey is rare.
For instance, with 28 films in her kitty, Alia Bhatt is already a household name in India. Loved by critics and fans alike, her 2018 espionage drama Raazi became the first woman-centric film and the first movie to be directed by one to enter the coveted Rs100-crore club. The 26-year-old is also among the most Instagram-famous Indian celebrities, boasting 34.2 million followers. On Twitter, she reaches nearly 20 million.
In this context, Bhatt’s June 26 launch of her own YouTube channel, seven years after her film debut, may seem counterintuitive—but it is not.