Showing posts with label Prajakta Koli. Show all posts
Showing posts with label Prajakta Koli. Show all posts
Bollywood’s influencer era: Producers prioritize reach, engagement and followers
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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.
Prajakta Koli on Marathi debut: "Feels like coming back to my roots"
9:47 AM
Vishakha Pandit (HINDUSTAN TIMES; October 6, 2025)
YouTuber-actor Prajakta Koli is excited to be making her Marathi film debut with Krantijyoti Vidyalay - Marathi Madhyam. For her, the project feels like a natural return to her cultural roots.
“It definitely is like coming back to my roots. Marathi is my mother tongue; it’s the language I speak at home. I had always wanted to do a Marathi film but was waiting for something that felt secure, safe and exciting,” she tells us.
Ask Prajakta what prompted her to take this step, she credits the internet for breaking language barriers in cinema: “The reach of content today is incredible. Stories in every language are now accessible across states and even countries, and that’s great for creators. The soul of our film is universal and will resonate with audiences everywhere,” she explains.
The 32-year-old believes audiences themselves have driven the rise of regional cinema. “They are consuming more regional content, sharing it and talking about it, which encourages producers, directors and writers to invest further. A lot of credit goes to the audience for this trend,” she notes, adding that her own journey has only just begun.
The actor says, “I stepped out of my YouTube universe six years ago and started acting in 2019 with Mismatched. So I’m still fairly new, still learning. This film has come at the perfect time.”
While Prajakta never feels out of place on a film set, Krantijyoti Vidyalay - Marathi Madhyam, gave her a special sense of belonging. “Usually on sets, I look for fellow Maharashtrians to chat with in Marathi. This time, everyone spoke the language, and it instantly felt like home,” she recalls, adding, “One of the reasons I was excited to work on this film was because of the makers and their vision to portray female characters in a progressive, equal and relatable way.”
Varun Dhawan, Vidya Balan on the guest list for Prajakta Koli’s wedding
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Akash Bhatnagar (HINDUSTAN TIMES; February 25, 2025)
YouTuber-actor Prajakta Koli is set to marry long-time partner, lawyer Vrishank Khanal today. HT City was the first to report that the wedding would take place in Karjat, Maharashtra, and we have now learnt more details ahead of the nuptials.
A source close to the actor reveals to us that several Bollywood A-listers are expected to attend the ceremony. “Prajakta’s JugJugg Jeeyo (2022) co-star Varun Dhawan, actor Vidya Balan and rappers Badshah and Raftaar, are on the starry guest list,” the insider says.
The source also shares, “Prajakta’s bridal ensemble has been customised by designer Anita Dongre,” adding that the actor will be repurposing her mum’s wedding day saree and jewellery for the festivities.
The couple’s pre-wedding functions kicked off on Sunday with a mehendi ceremony. Pictures from the event showed the bride and groom-to-be shaking a leg with their families; in another picture, Vrishank could be seen planting a kiss on Prajakta’s cheek.
The couple, who reportedly met through a mutual friend, have been dating for years and got engaged in September 2023.
Prajakta Koli to get hitched in Karjat on February 25
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Akash Bhatnagar (HINDUSTAN TIMES; February 22, 2025)
On Friday morning, reports started doing the rounds about YouTuber-actor Prajakta Koli getting married to her longtime partner, lawyer Vrishank Khanal, on February 25. A source close to the couple confirmed the news to us and also shared exclusive information about their wedding festivities.
“The festivities will include mehendi, haldi, a musical night, wedding and a reception. The celebrations will start on February 23 and end on February 25. All the functions will be held at Karjat (Maharashtra),” the source says.
Prajakta and Vrishank were together even before she became a public figure. The to-be-groom hails from Kathmandu (Nepal) and was introduced to Prajakta by a mutual friend. Their initial conversations happened online, until they eventually met in person at a friend’s Ganpati Puja. It was there that Vrishank asked Prajakta out, and it marked the beginning of their relationship.
In September 2023, the couple took the next step in their relationship as Vrishank popped the question.
The audience is bored of people talking at them; Mismatched speaks to them, not at them-Prajakta Koli
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Currently shooting for Mismatched 3, Prajakta Koli says she knows the character intimately as she has lived the part for five years
Mohar Basu (MID-DAY; March 24, 2024)
We might know her from her YouTube sketches, web series and films. But Prajakta Koli steadily continues to use her voice as a young influencer to champion different causes. The actor-influencer, along with Freida Pinto, has lent her voice to She Creates Change, a live-action animation film that promotes gender equality and the importance of education in women’s lives through six stories of young girls around the world. The endeavour is backed by Room to Read, a global education non-profit tackling illiteracy and gender inequality, in partnership with Warner Bros. Discovery.
In celebration of International Women’s Day, the short film series premièred on March 8, 15 and 22 in Asia. Now, as the project is set to screen at Tribeca Film Festival 2024, Koli says, “I was bowled over by the film. It is uncomplicated storytelling, but effective. When you work on something like this, you feel closer to the reality of people who live in this world. Films like this remind me of my social responsibility, something I want to prioritize at every step of my career.”
Koli is currently shooting for the third season of Mismatched. She believes that the Netflix series’ charm lies in how it is unabashedly romantic.
“The beauty of Mismatched is that it’s heartwarming and pure. Every day, we work towards holding on to the simplicity of it. Our director Akarsh Khurana and writer Gazal Dhaliwal intimately get what people expect from the show. They get the genre of young adult stories better than most people have in recent years. As a consumer of romance fiction, I haven’t had my fill of the story even so many years later. The audience is bored of people talking at them; Mismatched speaks to them, not at them.”
It has been two years since we last met her character Dimple Ahuja, a young ambitious, nerdy girl who finds herself torn between her heart and mind. How does she pick up her character after a long gap?
“Dimple is someone I carry in my heart. In this season, she is older, but not necessarily wiser. Of the past three seasons, this is the most I have related to her. The other day, an AD [assistant director] asked me how I prep for Dimple. I actually don’t. I have lived her for five years. The lines between where I end and she starts are blurry.”
I learnt so much by observing how Vicky Kaushal would prepare for a scene and go over his lines-Srishti Dixit
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Srishti, who forays into films with The Great Indian Family, on how content creators would earlier be boxed as protagonist’s social media-savvy bestie
Priyanka Sharma (MID-DAY; September 23, 2023)
In the lockdown, when everything came to a standstill, content creator Srishti Dixit received a call, asking that she audition for a Yash Raj Films production. Her first instinct—that it was “a scam.” But soon, she learnt that director Vijay Krishna Acharya was making The Great Indian Family with Vicky Kaushal, and he was keen that Dixit play his on-screen sister.
“I recorded my audition and sent it to them. Then I spoke to Victor [Acharya] sir, who said, ‘My wife and daughters are your fans. Your Kanpuriya accent is nice, and we want exactly that for the film,’” she recalls.
Soon, Dixit found herself on the set of her debut film. It doubled up as an acting school as she watched Kaushal and the ensemble cast, including Manoj Pahwa, Kumud Mishra and Manushi Chhillar, perform. “I would ask Vicky many questions about acting. I learnt so much by observing how he would prepare for a scene and go over his lines.”
Of late, there has been an influx of digital content creators in Bollywood. Dixit’s peers Kusha Kapila and Prajakta Koli have become frequent faces in movies and web series. “We [keep saying], ‘Kahaan se kahaan aa gaye hum’. When we started making videos, we never thought this would be possible.”
However, she points out that at times, they have to fight stereotypes. “Usually, my peers would be asked to play an influencer or the protagonist’s social media-savvy best friend. But it also depends on how a casting director envisions you. I have auditioned for many acting-based parts. So, it’s slowly changing.”
Mithila Palkar and I don’t mince our words with each other. That is the ease and comfort we share-Prajakta Koli
8:36 AM
Kavita Awaasthi (HINDUSTAN TIMES; August 6, 2023)
They have known each other since 2016, and actors Mithila Palkar and Prajakta Koli say the key to their rock-solid friendship is its “easygoing” nature. “We don’t mince our words with each other. That is the ease and comfort we share,” says Koli, 30.
The actors met for a photo shoot where both were “very awkward while posing”, which helped break the ice. One thing that used to surprise them initially, but “doesn’t anymore”, is how similar they are. “We often end up saying the same things or react to things in the same manner!” Koli adds.
Despite being “pitted against each other” constantly, Palkar (30) says they’ve never thought of each other as “competition”. She adds, “In fact, we are each other’s loudest cheerleaders. Often due to work, we aren’t able to meet. But, industry events become a good opportunity for that. That’s is a big plus of being in the same industry.”
While “trust and loyalty” are the most important to both, one thing they hold dearly is the freedom to be themselves around each other. “In my friendship with Mithila, I got clarity that I can show all sides of myself — the good, the bad and the ugly.” And this is why, she adds, their time together is so special.
“Aisa kabhi nahin hua ki hum mile, lunch ya dinner kiya aur nikal gaye. When we meet, either I end up staying at her house or she stays at mine,” she wraps up.
Some scenes were extremely physical although it is an audio medium. By the end of the day, we would lose our voice-Prajakta Koli
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Actor-influencer Prajakta Koli discusses the world of audio medium with her latest series, Desi Down Under
Letty Mariam Abraham (MID-DAY; May 23, 2023)
Adarsh Gourav describes her as a “ball of energy”, and we couldn’t agree more. Prajakta Koli has the energy to do it all — from making YouTube videos that made her an internet sensation, to featuring in films, and most importantly, spreading the good word. There is no denying her youth icon status with the impact she has had with her conversations about mental health, body positivity, education and climate change.
Now, the actor-influencer talks about her first audio series Desi Down Under on Audible, which she had signed before Marvel’s Wastelanders, her connection to Australia, and the need to pick up swimming.
Edited excerpts from the interview.
Have you been Down Under?
I went to Melbourne for a work commitment. I haven’t been to the places we’ve talked about in the show. I wish to visit Australia because I didn’t see much of the country during that trip.
Was it easier to imagine the show’s setting because you’ve been to Australia?
I didn’t feel the need to make that connection because in the studio, Mantra [Mugdh, director] made it a visual affair for us. He travelled to Sydney before we started recording, and captured the sounds from Bondi beach, of people playing, chilling or fighting on the beach, and of conversations at the airport. The world was created for me when I started recording.
Can you tell us more about the series that revolves around three lifeguards?
Desi Down Under is about friendship between three people, love so beautiful that it scares you, and healing. It is about getting out of your comfort zone and seeing what you are capable of. I fell in love with it even before we began recording.
Do you have any experience in surfing?
I cannot swim to save my life. If I did [swim], I would be the one in need of saving [laughs]. While recording, Mantra told us to put our mind and body into it. I would have my headphones on with my eyes shut, and [make these sounds] to indicate that we are visualizing the wave. I have never surfed in my life, and was blindly following what Mantra was telling me. That said, I’d love to try surfing. When people ask the one life-saving skill I should have, I say swimming.
How was the experience of recording with Adarsh Gourav and Taaruk Raina?
Taaruk and I didn’t record together because our dates never matched. Mantra allotted one day where Adarsh and I recorded all our important scenes together. I remember the first time we were recording a tough scene, I have never seen anyone switch so quickly. We were having a regular conversation, and the next moment, Adarsh jumped in the deep end. Another thing I learnt from him was how aligned he is with everyone. He’d meet me midway in a scene, and was collaborative. He would listen to what Mantra was saying, and chip in what he thinks the character might do. It was a beautiful way to see collaborations happen. From him, I also learnt when to stop. He’d know when his body was giving up. Some scenes were extremely physical although it is an audio medium. By the end of the day, we would lose our voice.
You have had major career shifts. How do you decide what you wish to do next and make that switch?
It is a joint effort [based on several factors]. The first factor is how I am feeling doing what I do because I love my job. I am still learning and making mistakes, but overall, I love my job. The next factor is what my team has to say. I will always bounce thoughts off my family, friends, confidants, and my audience. For example, I started speaking about climate change early last year. Until then, I used to speak about education, body positivity, and mental health. When the opportunity came my way through UNDP [United Nations Development Programme], I sat down with my team to figure if I could do this. I rely heavily on [all of them] when it comes to work.
I don’t want to get cast just because I have millions of subscribers on YouTube-Prajakta Koli
8:21 AM
Rishabh Suri (HINDUSTAN TIMES; February 28, 2023)
A lot of attention came Prajakta Koli’s way for her debut film, JugJugg Jeeyo (2022), but that hasn’t translated into a barrage of offers, as one might imagine.
“Yes, I am auditioning for a lot more projects than I used to earlier. That is great. The industry has been very welcoming and helpful. It has also given me a lot more confidence. So, life has been great after JugJugg Jeeyo,” shares the 29-year-old, who is also a part of the teleplay Yeh Shaadi Nahi Ho Sakti, an adaptation of William Shakespeare’s The Taming of the Shrew.
It is surprising to hear that the Mismatched actor — who is also a YouTube sensation known for her observational comedy skits — still auditions. “This is also how it should be,” pat comes the reply. “I don’t want to get cast just because I have millions of subscribers on YouTube or I am a social media influencer. I am doing very well by myself when it comes to the content creation part of it,” Koli shares.
“I’ve been auditioning so that I get cast because I fit the role and can carry it forward. I want my casting director, film director and producer to have faith in me when they cast me. I appreciate that it’s a process and would like to stick to that,” she adds.
While YouTube, films and other projects keep her busy, she is also happy that she got a chance to make her teleplay debut. “I did a little bit of theatre in college. As exciting this teleplay has been, it has also been strangely similar. So, I am happy that something like this has come around,” she ends.
I was perplexed about playing Rishi again, as I was no longer the person I was when I did Mismatched Season 1-Rohit Saraf
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Rohit Saraf and Prajakta Koli discuss the challenge of reprising their characters in Mismatched 2
Letty Mariam Abraham (MID-DAY; November 8, 2022)
The idea that opposites attract is hardly novel, but it became endearing when we witnessed it in 2020, as Mismatched became a runaway hit. People loved the chemistry between Dimple and Rishi, played by Prajakta Koli and Rohit Saraf respectively. The second season saw the much-loved couple part ways, find new love interests, only to find their way back to each other. While the journey seemed effortless on screen, behind the camera, things were not that simple, at least for Saraf.
Koli says that despite the two-year gap between the two seasons, Dimple’s character never left her, owing to “the constant love that slipped into our social media”. “In the time that we spent apart, I watched Mismatched too many times. So, in a way she never left me,” says Koli, adding, “Dimple is personally dear to me because I relate to her, and I am always rooting for her irrespective of whether she is right or wrong.”
Of course, the attachment also scares the actor, but she wouldn’t have it any other way, especially since it was her acting debut. Saraf, who came back to the show after several projects in the interim, says he couldn’t relate to the 22-year-old protagonist anymore, especially more so post the Coronavirus pandemic.
“During a lunch meet organized for the cast and crew, we read a few lines. I was perplexed about playing Rishi again, because I was no longer the person I was when I did the first season. The pandemic had changed too much in my life — not just professionally, but personally too. We lost people and family dynamics had changed. I was suddenly an emotional wreck, which I didn’t think was possible,” reminisces Saraf, who finally found relief when he noticed that director Akarsh Khurana was in the same boat.
“I wasn’t the only one feeling like that. It did take hard work to come back to Rishi, which was exciting and challenging. After the pandemic, people came back with more sensitivity and actors brought in more depth to their characters,” he adds.
Since the second edition focused on their individual trajectories, did Saraf feel envious of the chemistry between Vihaan Samat, who played the character of Harsh, and Koli? “Initially, I did feel threatened as an actor when I saw Vihaan perform.” says Saraf, while reassuring himself that it is okay for the project to be bigger than himself.
“I feel if the show gets more attention because people like a certain track that doesn’t involve me, so be it. I remember being on set and watching a beautifully written scene between Vihaan and Prajakta. What he brought to the table that day was exceptional. I heard Akarsh, who is usually a man of few words, say, ‘Outstanding’. While I was proud that this scene was going to be part of our show and that Vihaan was getting the opportunity to do it, I wondered why I haven’t got it. It was challenging and that pushed me to work harder.”
Prajakta Koli chosen by United Nations Development Programme as India’s first Youth Climate Champion; joins Leonardo DiCaprio
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Prajakta Koli, Leonardo DiCaprio and Gisele Bundchen
Internet star Prajakta Koli chosen by United Nations Development Programme as India’s first Youth Climate Champion; joins Leonardo DiCaprio, Gisele Bündchen in the good fight
Mohar Basu (MID-DAY; January 21, 2022)
You can trust her to lift your mood with her funny YouTube videos. But over the years, Prajakta Koli, aka Mostly Sane, has used her celebrity status to put the spotlight on important issues — from girls’ education to body shaming and online bullying. Now, given her immense popularity among the youth, the content creator has been chosen by the United Nations Development Programme (UNDP) India to become the first UNDP India Youth Climate Champion.
In her new role, Koli will interact with young minds to create awareness on the adverse impact of climate change, global warming and biodiversity loss. Through videos, campaigns and on-ground events, she will address the need for collective action by sharing inspirational stories of how governments, communities and individuals are taking steps to make a difference.
“As the first UNDP India Youth Climate Champion, I would like to produce and participate in opportunities that propel conversations around climate action and the urgent measures we must take,” says Koli, who has joined international stars Leonardo DiCaprio, Gisele Bündchen, Don Cheadle, Adrian Grenier and Ellie Goulding in their fight against climate crisis.
Koli believes it is up to the youth to take actionable measures for a better tomorrow. “The youth need to be the torchbearers of this revolution who will work towards the common goal of an enriched and empowered future where the human species doesn’t become endangered. We have created this problem, but we can solve it too,” she asserts.
I am not taking any pressure. Because what do I have to lose?-Prajakta Koli
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Ahead of her Bollywood debut, Prajakta Koli says she will juggle films and digital content
Sugandha Rawal (HINDUSTAN TIMES; December 14, 2021)
YouTuber and actor Prajakta Koli is about to embark on her journey in Bollywood, but she does not intend to put her content creation on hold while pursuing a career in the Hindi film industry.
“I am looking forward to my Bollywood debut. While I know that there are some big names associated with the film, I am not taking any pressure. Because what do I have to lose?” shares Koli, who will be seen in JugJugg Jeeyo, which stars Varun Dhawan, Kiara Advani, Anil Kapoor and Neetu Kapoor.
The 28-year-old, who rose to fame after she began posting videos on social media under the alias Mostly Sane, adds, “This is my first time, and if it doesn’t work out, it will be a learning lesson. But performing alongside such amazing actors (makes you) think that everything is going to be okay.”
Koli, who has also appeared in the web series Mismatched, adds, “My move to Bollywood will hit me when the film is closer to release... I don’t know how I’m going to process it.”
However, the one thing she is sure about is that she will not stop creating content for the virtual world.
“I want to act and play more characters. I want to try new things. But content creation doesn’t stop. It is where my heart is. I try to juggle it all.”
And about how she plans to do it, she says, “I have a week when I shoot and upload all the content. And then I juggle the rest of the days with other projects. I thought it would be tough, which it is, but it is possible when you plan right.”
Michelle Obama is a hugger, and gave us such a big, warm hug when she walked in-Prajakta Koli
8:09 AM
As her docu with Michelle Obama is nominated for Daytime Emmy, YouTube star Prajakta Koli discusses how recognition exceeds her modest expectations
Mohar Basu (MID-DAY; June 4, 2021)
For Prajakta Koli, the biggest high of being part of Creators For Change was working with former First Lady of the US, Michelle Obama. Every accolade that followed, including the Daytime Emmy nomination earlier this week, is “a happy bonus”. Remembering shooting the documentary, Koli — who has 6.2 million subscribers on her YouTube channel — says, “We were shooting at a restaurant in Washington that Mr and Mrs Obama frequent. I was dazed when I met her. She is a hugger, and gave us such a big, warm hug when she walked in. All my nervous energy vanished. Talking to her was so easy; it felt like a bunch of girls chatting about things they are passionate about.”
The documentary on girls’ rights, made in collaboration with actor Liza Koshy and YouTuber Thembe Mahlaba, saw Koli interact with the students of Prerna Foundation in Lucknow to get a better perspective on the challenges of girls’ education in smaller towns of India. “It was a hopeful story of women fighting against all odds. We got boys to discuss [the importance of] girls’ education, and that angle gave it a beautiful touch.”
When exchanging notes with Koshy and Mahlaba on the show, Koli realised that challenges for women are uniform the world over. “Liza went to Vietnam, and Thembe, to Namibia, and we heard of similar struggles. On a gender level, we all resonated with these stories being told on screen.”
The Internet sensation, who has a Netflix show behind her, admits that Obama’s presence makes the docu-series a strong contender in the Outstanding Daytime Non-fiction Special category. “Hamara palda thoda bhari hai,” she laughs, before adding, “In my heart, I am okay with just a nomination. I am a middle-class girl. When I set out, I told God, ‘Please give me 30,000 followers.’ This is way beyond my expectations.”
Varun Dhawan, Neetu Kapoor recovering from Coronavirus; Anil Kapoor, Kiara Advani to resume JugJugg Jeeyo's shoot?
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While Varun Dhawan, Neetu Kapoor and director are on the road to recovery from COVID, sources say, Anil Kapoor, Kiara Advani and crew to resume JugJugg Jeeyo shoot later this week
Mohar Basu (MID-DAY; December 14, 2020)
It has been almost 10 days since the shoot of JugJugg Jeeyo ground to an abrupt halt in Chandigarh after Varun Dhawan, Neetu Kapoor and director Raj Mehta tested positive for COVID-19. Initially, rumours suggested that the shoot had been called off for three weeks, allowing the trio to recover from the virus. However, it has now been heard that those in the crew who have tested negative — including lead stars Anil Kapoor and Kiara Advani — have been requested to report to the set on December 17.
"After the film hit a roadblock, it was becoming difficult to get the combination dates of actors again. So, Anil, Kiara and Prajakta Koli are likely to begin filming their portions by later this week. The team of assistant directors, under the able guidance of producer Shashank Khaitan, are eyeing to kick off the shoot by Thursday. Varun, Neetu and Raj are on the road to recovery. Once they test negative and are given the clean chit by their doctors, they will resume work," reveals a source. Maniesh Paul, who had tested positive on returning to Mumbai, too has some scenes remaining.
mid-day reached out to Khaitan and Dharma Productions' spokesperson. Both remained unavailable for comment.
It's not only because you got famous that you got a show, say Dolly Singh and Prajakta Koli
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Creators first, and now actors, Prajakta Koli and Dolly Singh talk about humble beginnings, the hustle of celebritydom and fighting new social media talent
Aastha Atray Banan (MID-DAY; December 13, 2020)
Dolly Singh and Prajakta Koli have never met. Yet, they catch up like old friends when we set up a meeting on Zoom. The Instagram, and now Netflix stars, are riding high. Singh has amazed audiences with her natural talent in the Swara Bhaskar-starrer film Bhaag Beanie Bhaag, and Koli has been all over social media in a magical career where people can't get enough of her. In the recent film, Mismatched, she makes her film debut.
Koli started her YouTube channel, Mostly Sane, in 2015, and Singh debuted in the South Delhi Girl videos on iDiva in 2017. The last few years have then been life-changing—in a recent post to celebrate her Netflix debut, Singh's celebratory cake said, "Nainital to Netflix", a hark back to her humble beginnings, when her parents used to run a gift shop, and live in a tiny house (she recently bought them a new home).
Ask them if their success is a result of being in the right place at the right time, or hustle and hard work, they say, both. "When I started my career almost six years ago, nobody saw this coming, right? Who knew this was going to blow up. Back then, my biggest dream was to have 30k followers. That's it! But so many avenues opened up—I can now act, write, edit, write songs. Nobody saw this coming. The audience is also more accepting of newer content," says Koli, 27, who managed 2.9 million followers.
Singh, who has 1.1 million followers, says it is them, the first generation of social creators, who are figuring out the medium as they go along. "We may be driving the audience to watch us now, as we already have big followings. But when we started, we had to audition for everything—multiple times. It's not only because you got famous that you got a show. It's a lot of hard work," she says.
The two are naturals, making good use of the training they received while playing different characters on their Instagram and YouTube videos. One of Singh's most loved characters has been Raju ki Mummy, whose typical Indian middle-class ways will have you in splits. Koli's videos which would feature her playing the dad and daughter, were also full of slice-of-life humour and wisdom. "I always had the Bollywood ka keeda. I loved performing. But when I started doing YouTube, it was so empowering, since we are not dependent on anyone. I could play whoever I wanted to. Maybe because of that, I wasn't looking at auditioning every day, but I did take up every opportunity I got."
For Singh, even saying that she wanted to be in Bollywood was like asking for too much. "I didn't even have the audacity to say it. But yes, TV pe aana tha. On my first day on set, I was overwhelmed, with so many people around. You had to now act with people, not just by yourself," says the 27-year-old.
Koli seconds her, adding that the "acting is reacting" bit hit her hard, especially on the first day she went on the sets of Mismatched, and had to shoot a scene with co-star Rohit Saraf. "That's when I realised, this was a whole different ballgame." They may have now started the superstardom journey, but they still get creator anxiety when they see all the new talent emerge on social media. "You always have to be relevant—I have been feeling old seeing all the new creators. But you just have to be true to yourself, or the fakeness will shine through."
Koli feels there is enough space for everyone given India's vast audience numbers. "There are so many people in India, so as creators grow, the platforms will grow." Singh insists that there isn't as much jealousy, as mutual respect within the community. At this point, Koli says she remembers watching Singh's first home tour videos, where she gave her audience a look into her Nainital home. "I watched her new home-tour video now, and I am so proud of Dolly. We all know where we have come from, and the struggle we have gone through."
For now, they are focused on moving upwards and onwards, with better content and maybe new shows. But as they both say, every day is still a challenge, and they are constantly trying to rise above their own insecurities. "I am very shy. So every time, I am in front of the camera, I have to let my inhibitions go. It's my place to be outgoing," shares Singh. For Koli, the challenge is to fight anxiety over running out of content ideas. "Earlier, I would get upset and think, 'oh, I will have to shut my channel now'. Now, I just relax, and let it [the ideas] come to me."
Dolly Singh and Swara Bhasker share screen space in Netflix's Bhaag Beanie Bhaag
My first day on the set of Mismatched was a culture shock-Prajakta Koli
8:11 AM
Used to multi-tasking as a content creator, YouTube star Prajakta Koli on how she felt pampered during the shoot of debut web series, Mismatched
Shaheen Parkar (MID-DAY; November 27, 2020)
"I would get the heebie-jeebies during auditions." One would hardly associate the statement with an Internet sensation who spends almost every waking moment creating videos and has close to six million followers on her YouTube channel. Yet, Prajakta Koli, better known by her YouTube handle Mostly Sane, says that as much as she loves being in front of the camera, she had a mental block against screen tests.
"I would get audition calls from casting agents, but I used to find an excuse to get out of them. Auditions would break me into a sweat. I act in my videos, which is my world, but there was a sense of discomfort in acting in front of others," admits Koli, who has made her official acting debut with Mismatched.
She quips that if she had her way, she would have skipped the screen test of the Akarsh Khurana-directed series. "I went to the audition in a T-shirt, sweatpants and chappals. I did not even bother to wear contact lenses, instead sporting my glasses. I was sure they would never call me back."
The Netflix series, also featuring Rohit Saraf, has struck a chord with youngsters. "My first day on the set was a culture shock. As a YouTuber, I do everything myself — be it writing, or make-up, or shooting. On a show/ film set, you just have to say your lines in front of the camera and go. It was also novel to play a character I have not written," says Koli, who has begun shooting for her big-screen debut, JugJugg Jeeyo. The Karan Johar production stars Varun Dhawan, Kiara Advani, Neetu Kapoor and Anil Kapoor. Though Bollywood has come calling, Koli asserts she'll never stop making YouTube videos.
On the sets of Mismatched, I picked up a new lingo from the youngsters-Akarsh Khurana
8:10 AM
'Twice the age' of his actors, Mismatched director Akarsh Khurana discusses how he bridged the age gap with youngsters Prajakta Koli, Rohit Saraf
Shaheen Parkar (MID-DAY; November 19, 2020)
After the Irrfan-led road trip movie Karwaan (2018), Akarsh Khurana has wielded the directorial baton again for Mismatched. The coming-of-age series, which revolves around two students building an app while dealing with peers and professors, features Rannvijay Singha, YouTube sensation Prajakta Koli and Ludo actor Rohit Saraf.
"The show is about young adults, so almost the entire cast comprises kids. I realised I was twice the age of most actors on the set," laughs the director, admitting that one needs patience when dealing with youngsters. "Since I hail from a theatre background, I have a high threshold of tolerance. I realised they come from a different world. They can surprise and shock you at the same time. On the set, I picked up a new lingo from them."
As the captain of the ship, Khurana not only worked towards giving shape to the project, but also created a happy environment that encouraged creativity. "I always aim to create an atmosphere that is conducive to team work. When work starts feeling like a job, I run away. I have done so from several corporate jobs."
Written by Gazal Dhaliwal, the Netflix series is an adaptation of Sandhya Menon's 2017 book, When Dimple Met Rishi. While the book is set in the USA, the writer-director duo decided to reimagine their story in Rajasthan. "We wanted a setting where we could juxtapose the old school of thought with the new-age beliefs, which is the show's underlying theme. Since I had written the last two films I directed, I consciously wanted to work with someone else's story this time around," explains Khurana, who is currently shooting Rashmi Rocket.
Bhuvan Bam-Prajakta Koli join Lage Raho Munna Bhai cast for a special video
8:36 AM
Chaya Unnikrishnan (DNA; September 26, 2019)
As the cast of Lage Raho Munna Bhai — Sanjay Dutt, Vidya Balan, Arshad Warsi, Boman Irani and Dilip Prabhavalkar — is reuniting to bring out a special video on Gandhigiri, which will be out on social media on Gandhi Jayanti, we have learnt that YouTube sensations Bhuvan Bam of BB Ki Vines and Prajakta Koli aka Mostly Sane have joined them.
The cast members will read out their scenes, relive memories of filming, talk about the significance of Mahatma Gandhi’s 150th birth anniversary, and the importance of continuing the theme of Gandhigiri and non-violence. Bhuvan, meanwhile, will read out the scenes of Jimmy Sheirgill’s character Victor, while Prajakta will play the girl about to wed.
A source says that the content creators were roped in to connect with the youth and spread the message of Gandhiji among them. Says Bhuvan, “Being part of this project is beyond overwhelming. I was in school when this movie was released. Never did I think that years later I’ll get to be a part of it.” Prajakta adds, “When I saw Lage Raho Munna Bhai, I was 15 years old. One of my favourite memories with the franchise is that my nanu (grandfather) and I used to watch both the movies back-to-back during summer vacations. It’s a movement, let it happen.”
Varun Dhawan, Alia Bhatt, Prajakta Koli join Arjun Kapoor's sister Anshula’s charity venture
8:11 AM
Chaya Unnikrishnan (DNA; August 1, 2019)
Almost all the B-Town stars are active on social media and keep their fans updated about the goings-on in their lives and movie sets. Taking this star-fan connect to another level, Arjun Kapoor’s sister Anshula Kapoor has launched a unique online fundraising platform called Fankind, which, we hear, will give fans a chance to experience a fun activity with their favourite celebrity while supporting and raising funds for a charity. The capers could include anything from playing paintball to baking to playing cricket.
Gen Next stars like Varun Dhawan, Alia Bhatt and digital sensation Prajakta Koli aka MostlySane have already become a part of Fankind. Online donation platform GiveIndia has been roped in as the philanthropy partner to help ensure that the donations raised for each charity are put to the best use.
Says Anshula, “The vision of Fankind is simple; to make fans smile by giving them one of the best experiences of their lives while raising money for multiple charities across the country. With each experience, our aim is to be able to raise the goal amount of funding required by the NGO, to ensure that the defined micro-campaign can be implemented comprehensively and successfully. At the same time, we want to be able to deliver magical memories to the fan and make their entire journey with the celebrity as special as possible.”
She adds that they look forward to working with more than 30 charities in the first year. “It would be a big win if we can take even a little bit of the pressure of fundraising away from the NGOs and help them better channelise their energy into doing good work and creating a positive change. The ultimate goal is to make people more open to the idea of philanthropy. In the colloquial sense, we make philanthropy cool.”
Incidentally, Anshula has done her BA in Urban Studies from Barnard College of Columbia University in New York and her first job out after graduating from college was with Google.
I can tell criticism from hate-Prajakta Koli
8:48 AM
Dhaval Roy (DNA; June 30, 2019)
On World Social Media Day today, you’d expect an internet star to gush about how the worldwide web has changed their life. But Prajakta Koli aka MostlySane simply says, “I wake up happy!” She elaborates, “When you’re 18, you think at 21 you’re going to be settled and driving your favourite car. But, to me, it came as such a shocker that my dream profession of being a radio jockey didn’t pan out the way I wanted. I was so bad!” That’s when social media came as a saviour and now she has become a sensation. “I feel like it was the best decision ever to do this,” she asserts, albeit admitting, “I have absolutely no idea what I’m doing. I am taking each day as it comes.”
In the past four years, the 25-year-old has managed several feats internationally, such as being invited to the United Nations to represent India on World Tolerance Day to an invitation by the Obama Foundation. She was also the only YouTuber in the world to have an exclusive video chat with the platform's Global CEO, Susan Wojcicki, and also the only one from the country to have been invited by Marvel to collaborate with the cast of Captain Marvel Brie Larson and Samuel Jackson.
Over to Prajakta for more...
What’s the best and the worst part about social media according to you?
It has given creators a platform — a place where people can voice opinions and have conversations; where you are visible, have more reach as well as knowledge. The world has no boundaries right now. You could be sitting anywhere and know about anything that you want. The bad part is that we have reached a place where we suddenly let the internet be the controller rather than the other way around.
How do you control the negative side?
When I’m on the net as a consumer and not a creator, I check whether the content is helping me or making me happy or not. When something makes me feel uncomfortable, insecure or insufficient, I know that this is where you draw the line. That’s the only parameter for me.
What about trolls?
Oh, they are like family now (laughs). Initially, it was difficult to not get affected but it didn’t take long for me to realise that I’m not the problem, they are. Netizens are brutally honest since they can hide behind a user name, so that has also taught me tell constructive criticism from hate. Haters are really loyal — they comment on every video and 100 supporters shut them up. That makes for great user engagement, which helps. I don’t reply to them because it will validate their trolling. Also, every time I think of a comeback, I get an idea for a video, so, I’m winning here (laughs).
What are your tips for upcoming influencers or content creators?
Most importantly, content is king. That’s the only thing that will ever work; no matter how much you push into production, expensive equipment and advertising or promotions. The consumers are honest as well as smart and choose what they want to watch, so don’t take them for granted. Just be yourself — talk about what you believe in and want to say.
If you could steal something from an Indian content creator, what would it be and from whom?
There are so many! From Bhuvan Bam, I’d like to learn how to make all the characters so unique — even if he looks the same for all of them. Ashish Chanchlani has this amazing team that I’d like to steal along with how he is so organised. BeerBiceps (Ranveer Allahbadia) has great attention for detail, which I’d like to have.
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