Showing posts with label Kartavya. Show all posts
Showing posts with label Kartavya. Show all posts
Bollywood’s influencer era: Producers prioritize reach, engagement and followers
8:21 AM
Rajesh N Naidu (THE ECONOMIC TIMES; May 25, 2026)
Mumbai: The casting of journalist and internet personality Saurabh Dwivedi as the antagonist in Kartavya has reignited debate over follower-based casting in films, with industry executives saying producers are increasingly factoring in digital popularity, audience data and online engagement while making creative decisions.
Two key questions have been widely debated and discussed by industry professionals and audiences on social media. One is: Why are producers casting people based on their social media following or popularity? And the other: Is this strategy the need of the hour?
ET spoke to casting directors, producers and distributors to understand the rationale behind this trend.
Casting based on social media popularity provides business value to producers as such personalities drive engagement and viewership either in theatres or on streaming platforms, said casting directors.
"It is the need of the hour today. An entire generation of audiences may not connect with old Bollywood tropes. Influencers bring relevance and familiarity, which pique this audience's curiosity," said casting director Nandini Shrikent, who has worked with multiple directors and served as a casting director on films such as Gully Boy and Wake Up Sid.
Even studies support this trend. According to a study by research firm Ormax Media, 57% of Hindi films' box-office revenue comes from audiences below 30, usually digital citizens underlining the importance of catering to the social media universe and its influencers. Also, 40% of audiences share film-related memes on social media after watching films in theatres, the study showed.
Producers shared that casting based on followers reduces film marketing costs.
"Today, data plays a critical role in many creative and non-creative decisions related to films. Producers believe that replacing actors with people who have large followings can help reduce film marketing costs, as these influencers provide instant reach. Also, they believe that brand endorsements by influencers can help mitigate overall film costs," explained producer Rajesh R Nair.
But Nair observed that this trend is unfairly denying opportunities to genuine talent. "There is so much talent in the industry that is not even considered anymore. Actors are being judged first on their follower count instead of abilities. This is damaging not only to films but also to the industry," he added.
"Some filmmakers believe that people who have a strong digital connection with audiences can offer an immediate promotional advantage. These people can organically create conversations around a project from the announcement stage itself," said veteran producer Anand Pandit.
"We are already seeing creators like Kusha Kapila, Prajakta Koli, Bhuvan Bam and Dolly Singh becoming part of mainstream films and streaming platform projects because of their relatability and audience engagement," added Pandit.
Casting directors said that only those people who have a large following, but no acting skills, are failing.
"Increasingly, producers have realized that influencers work better for web series or music videos. But for films, only people with real acting ability survive in the long run," explained Kunal M Shah, casting director on web series and films such as Bhaukaal and Phule.
Romcoms started and finished with me-Saif Ali Khan
9:27 AM
Saif Ali Khan says audiences no longer relate to the classic ‘confused privileged guy’ romcom hero, but admits he still has ’one romcom left’ in him
Akash Bhatnagar (HINDUSTAN TIMES; May 20, 2026)
Over a career spanning more than three decades, Saif Ali Khan has explored genres across films and OTT, from intense dramas like recently released Kartavya to beloved romcoms such as Hum Tum (2004) and Salaam Namaste (2005). But the actor now feels Bollywood-style rom-coms may no longer connect with audiences the way they once did. “I loved doing romcoms, but I feel they were like an anomaly in Indian cinema, which might have even started and finished with me in a sense,” Saif says, adding, “Romcoms are a failed experiment, although a beautiful one.”
According to the actor, audiences today struggle to relate to the genre’s classic “confused privileged guy” archetype. “People wonder what his problem is,” he says, adding that such characters no longer feel relevant after a certain age. Laughing, the 55-year-old shares that actor-wife Kareena Kapoor Khan once told him he could no longer convincingly play a confused young man, and joked that actor-son Ibrahim Ali Khan should now take over “the family business”.
Still, Saif says he remains open to returning to romance on screen: “I loved those movies and they mean a lot to me. I’d love to do a love story, or even a comedy that ends in romance. There’s still one romcom left in me.”
The actor also reflected on the growing intensity and violence in modern storytelling, calling it a reflection of the times. “It’s not enough anymore to just tell a story. It has to shake you up, punch you a bit and sometimes even put you off,” he says. Saif believes violence in cinema works only when it serves an emotional purpose. “Even violence is an art form and it has to connect. If it’s just gratuitous, you want to shut your eyes,” he says, adding that audiences today respond to deeper and more intense portrayals than they did a decade ago.
If you want to hate someone I cannot stop you, says Kartavya director Pulkit
9:17 AM
Director Pulkit breaks down the controversial antagonist in ‘Kartavya’ and how Saif Ali Khan anchored the film’s commentary on society
Upala KBR (MID-DAY; May 19, 2026)
Sometimes, the most frightening villains are not the ones written into a script, but the ones quietly accepted by society. As debate continues around Kartavya’s antagonist, the film’s director, Pulkit, insists audiences may be looking in the wrong direction altogether.
“Talk about the story and not just one person. There is some kind of chatter about him and I don’t know why. Saurabh [Dwivedi] has precisely three scenes in the film. I have not treated him as my villain or antagonist. The father is the villain of Kartavya and in a larger sense, it is society too is, and maybe we all are too. I have spoken about honour killing and the crimes that adults use children to commit — those are my villains. Society has fallen to such a level that we call children cancer. I cast Saurabh when he was hosting a show, because of the way he talks and delivered his podcast and I wanted that in my movie. If you want to hate someone I cannot stop you.”
Pulkit also addressed the online backlash against Dwivedi’s performance, saying the criticism may have stemmed from the latter’s recent controversy involving actor Rajpal Yadav. “When I was making Kartavya he was doing very well at Lallantop and I am grateful that at one call he agreed to do my film. He is not an actor and I have cast him knowing that.”
The filmmaker further opened up about casting Saif Ali Khan in the rooted small-town role despite the actor’s polished public image. “Saif has two sides to him — one is quite urban, educated and cool and the other is his desi, rustic one,” he said, adding that the actor immersed himself deeply in the dialect, look, and emotional world of Kartavya.
Pulkit maintained that Kartavya was never conceived as a thriller, but as “a human drama about a man with his conscience in the correct place.”
(Crisp) Movie Review: KARTAVYA by FENIL SETA
3:59 PM
Kartavya, which has been released today on Netflix, is the story of a cop solving a shocking case while also dealing with turmoil in his personal life. Usually, in such films, the cop is depressed and an alcoholic and his marriage is on the rocks or has already ended tragically. This film contains no such trope. With a runtime of just 1 hour and 49 minutes, the narrative doesn't drag needlessly. The start is gripping and one hopes for fireworks in the climax. Sadly, the finale is shockingly bad and even abrupt. It won't be surprising if viewers would wait for a mid-credit scene once the credit start rolling, hoping for some closure. Sadly, no such scene is present. The climax is probably in sync with the film's title, but it also feels too convenient. Saif Ali Khan rises above the weak script and delivers a fine performance as expected. Rasika Dugal leaves a huge mark in a supporting role. Sanjay Mishra is dependable, though he’s letdown by the writing. Yudhvir Ahlawat (Harpal) has a crucial role and delivers a splendid performance. Saurabh Dwivedi is weak as the Godman. Zakir Hussain (Harihar), Manish Chaudhari (Keshav), Saharsh Kumar Shukla (Nirmal) and Durgesh Kumar (Amar; Preeti's relative) are fine. All in all, Kartavya fails to impress due to the climax.
My rating - ** out of 5!
My rating - ** out of 5!
Few people know Rajkummar Rao is a black belt in Taekwondo. So, action wasn’t tough for him-Pulkit
9:40 AM
Surprised that Rajkummar Rao has rarely explored action before despite his background, director Pulkit breaks down the actor’s physical and mental prep for Maalik
Upala KBR (MID-DAY; June 30, 2025)
Look at Pulkit’s short but impressive filmography, and it’s evident that the director is driven by hard-hitting stories. His pursuit was the same when making Maalik. “For me, the most challenging part was how not to make a simple action film. I wanted to tell a story that has action,” begins the director, recognising how many Hindi actioners rely on stunts rather than story.
But that has never been Pulkit’s modus operandi. For his first theatrical release, the director has reunited with Rajkummar Rao eight years after their web series, Bose: Dead/Alive (2017), to bring a gritty action entertainer about a common man who rises through the ranks to become a gangster in Allahabad.
“Bhakshak [2024], Dedh Bigha Zameen [2024], and my upcoming film with Saif Ali Khan have all been based on real-life stories. This time, I wanted a break from reality,” he says.
While Rao attempted action before in Hit: The First Case (2022), Maalik is his first out-and-out actioner. Pulkit says that after Bose: Dead/Alive, he wanted an encore with the actor.
“Since the series, I was trying to work something out with Raj as he is an exciting actor to work with. While writing the story, I could only imagine him in the role. Raj immediately gave his nod as the film presents him in a completely different avatar. For an actor, it’s tough to step out of his comfort zone and jump into something so extreme. But Raj doesn’t get challenged easily. He prepares before he comes on sets.”
To play a feared gangster, Rao bulked up and underwent a transformation of sorts. The director shares, “Raj built his body, and grew his hair and beard for over 90 days. He is the kind of actor who will never wear a wig or fake beard. Wearing them makes an actor uncomfortable and restricts their performance. Besides the physical prep, the anger you see in his eyes started when we began our readings. Every time we met for readings, I could see the [mental] transformation taking place.”
Ask Pulkit if Rao had to train hard to pull off the stunts, and he surprises us with his answer. “He didn’t need to train at all. Few people know that Raj is a black belt in Taekwondo. So, action wasn’t tough for him. I don’t know why he hasn’t done it before.”
Another on the anvil
Besides Maalik, Pulkit has an investigative drama, titled Kartavya, in the pipeline. The gritty thriller has Saif Ali Khan playing a cop, with Sanjay Mishra and Rasika Dugal as co-stars.
Saif Ali Khan attack: Shoot of Netflix film, promotions of Jewel Thief and Kartavya pushed
3:18 PM
As Saif Ali Khan recovers after being stabbed during a burglary attempt, sources say the actor has promotions for Jewel Thief and Kartavya lined up in the next few months
Mohar Basu, Upala KBR (MID-DAY; January 17, 2025)
Thursday afternoon brought relief to Saif Ali Khan’s family and fans as the team of doctors at the Lilavati Hospital, following the surgery, issued a statement that the actor “is out of danger”. He had suffered six injuries after being stabbed by an alleged burglar at his Bandra residence in the early hours of January 16. The actor, who is on the road to recovery now, has a packed 2025 ahead. In the next few months, he is expected to kick off promotions for his summer releases, Jewel Thief — The Red Sun Chapter, and Kartavya.
It is heard that Jewel Thief, also starring Jaideep Ahlawat, is targeting a March-end release. An insider tells mid-day, “The heist thriller, which is directed by Robbie Grewal, with certain sequences helmed by Kookie Gulati, was wrapped up late last year. The project has now moved into the final post-production stage. While Saif had finished a chunk of the dubbing in November, he only has two days of dubbing left. The team is likely to begin promotions in mid-March before its March 27 release.” Meanwhile, Kartavya, an OTT film helmed by Pulkit of Bhakshak (2024) fame, is slated to release mid-2025. “The promotions will begin after May,” adds the source.
On the shooting front, Khan’s next will be Race 4 that is expected to roll in August. A source says, “The producers are currently finalizing a director.” The actor also has Priyadarshan’s yet-untitled next and Devara: Part 2 in his kitty.
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Sources say Saif Ali Khan’s historical drama with director Rahul Dholakia, which was to roll on January 20, was deferred till he recovers from the stabbing injuries
Mohar Basu (MID-DAY; January 18, 2025)
On Friday, Saif Ali Khan, who suffered multiple injuries after he was stabbed by an intruder in his Bandra residence a day earlier, was shifted out of the intensive care unit of Lilavati Hospital. The actor has been advised rest and restricted movement for a week by his team of doctors. With Khan’s recovery being the top priority of his family and collaborators, we have heard that director Rahul Dholakia and producer Nikkhil Advani have deferred their yet-untitled Netflix film with him that was to kick off on January 20.
Sources tell us that a set was built at Madh Island for the project that also stars Pratik Gandhi and Deepak Dobriyal. But in light of recent events, the makers informed the team that the shoot has been pushed until he recuperates. A unit hand tells us, “Originally, we were supposed to shoot in April, but because things progressed fast, the filming was advanced to January 20. Given the unfortunate incident, the team has reverted to the original plan of shooting by March-end or early April. It can be pushed further ahead as the makers want to give Saif sir as much time as he wants for his recovery. After he has healed, Nikkhil sir and Rahul sir will meet him and chalk out the plan as per his convenience.”
The film is reportedly a historical drama chronicling India’s first general elections that were held between October 1951 and February 1952. Khan will portray Sukumar Sen, India’s first Chief Election Commissioner, who played a pivotal role in executing the country’s landmark democratic process.
I tell myself, ‘Don’t forget to play Beena from Mirzapir with dignity’-Rasika Dugal
8:02 AM
Rasika, who has Indian adaptation of Unreal and Mirzapur 3 in the offing, discusses lending a quiet strength to her homemaker role in the popular crime drama
Mohar Basu (MID-DAY; January 31, 2024)
Rasika Dugal believes that the most special projects happen when you least expect them. Just when she was ready to take a break, the actor was offered Rohan Sippy’s adaptation of the American series, Unreal.
“I wanted to take some time off, read, and watch movies. Rohan called me for the show, and I have always wanted to work with him,” begins Dugal. A week after the call, she was facing the camera for the Indian adaptation, which also stars Aadar Jain and depicts the behind-the-scenes working of a reality show.
“It was really last minute on the project. But in the madness, I found a part that no one has offered me. My character is snappy, sarcastic, and has a sharp sense of humour. The sarcasm and quickness of the original is present. I liked the series so much that I got bangs for it,” she laughs.
If 2024 has offered Dugal something new, there’s also something old in store. She has wrapped up the shoot of the third season of Mirzapur. Even though she has been playing Beena Tripathi—a quiet homemaker who knows how to get her way in a male-dominated household—in the crime drama for eight years, becoming her all over again was a challenge.
“I’m never prepared enough for Beena. Our characters keep evolving. The journey between the seasons is transformative, so you have to reflect that lapse. Beena is so interesting. [But before reprising the role] I sometimes worry that I have forgotten her. Here, I have to credit the writing that helped me understand the woman. Once, writer Puneet Krishna told me, ‘Aapne sab achche se kiya. The beauty is that you played Beena with dignity’. Before every season, I remind myself of the best compliment I have ever got. I tell myself, ‘Don’t forget to play her with dignity.’”
Adding to the diverse worlds she is inhabiting this year is Kartavya. Shah Rukh Khan’s production, headlined by Saif Ali Khan and her, is reportedly an investigative thriller. Even as she is tight-lipped about the project, she can’t help but underline that it has nourished her as an actor.
“I had a ball shooting for it. I want roles that will take the life out of me. I want to be so depleted that I have nothing to give for a bit.”
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