Taapsee on social media comeback: Brands want actors who are visible

Natasha Coutinho (HINDUSTAN TIMES; June 6, 2026)

After nearly a year of digital detox, Taapsee Pannu is back online. The actor, who recently asked followers what kind of content they would like to see from her, says the return was prompted partly by industry realities, including being told that some brands prefer celebrities who are more active and visible on social media.

“The detox was because of multiple reasons. It felt like you are always in the race of starting trends or participating in trends. It was exhausting. I wanted to live my life and not constantly check social media,” Pannu tells us.

To break the habit, she deleted social media apps from her phone and accessed them only through her iPad. “Actors are also told not to expose themselves too much. Otherwise, why would people come to theatres to watch you? That logic made sense to me,” she says.

But reduced visibility came at a cost. “I was told brands want people who are visible. I was also told, ‘You don’t post so much, so this brand won’t associate with you. That brand prefers someone who is hyperactive on social media. You should be like this particular person’.”

Pannu, however, questions the logic. “If a brand is coming to me, they are coming for me as a person. If I have to be like someone else, what’s the point?”

While acknowledging the role social media plays in the entertainment business, Taapsee Pannu says she does not want to chase engagement at the cost of authenticity. “Authenticity should not be sacrificed for algorithms,” she says.

The actor is currently spending three months in Denmark with husband, Danish former badminton player Mathias Boe and family after wrapping her work commitments in India: “Not many films are shot during summers because of the weather conditions. Summertime is perfect in Denmark, so I wrapped my shoots and came here.”

The break, she adds, offers a welcome contrast to her Mumbai life: “I do everything myself, from cooking and gardening to maintaining my fitness routine and cycling to buy bread. It helps me stay real and normal.”

Pannu also reveals that she has always handled her social media accounts without professional help, which is why she was unsure what followers expected from her online presence. “I don’t have the bandwidth to click 50 photos and choose one to post. I’m not someone who will spend on hiring a social media team. I’ve always done it myself,” she says, adding, “If I want to increase engagement, all I have to do is post pictures from glam shoots. It’s the easiest shortcut. But I already do glam shoots for editorial content, brands and films. I want that uniqueness to stay.”