Acclaimed Indian filmmaker Vidhu Vinod Chopra addressed the industry during a masterclass at the 56th International Film Festival of India (IFFI), held in Panaji, Goa, from November 20 to 28, 2025. Chopra, known for directing and producing features including 3 Idiots (2009), PK (2014), and 12th Fail (2023), used the platform to critique the growing culture surrounding social media influencers. Speaking at the festival, which presented over 240 films from 81 nations, his commentary focused on the perceived elevation of superficial online celebrity above genuine artistic achievement.
Chopra expressed skepticism regarding the mechanism by which individuals gain millions of followers through curated online presentations, often involving altered appearances or performative internet stances. He contrasted this pursuit of transient digital validation with the sincere effort required to achieve authentic happiness. The director further voiced incredulity that established commercial entities align with these online personalities to endorse merchandise, suggesting this practice falsely validates their cultural importance. He noted the irony of influencers considering themselves 'legends' while simultaneously being sought by brands for marketing products.
The filmmaker, a recipient of five National Film Awards and ten Filmfare Awards, also directed criticism toward internal industry practices. He challenged the increasing tendency among casting directors to factor social media engagement and follower counts into talent selection, a trend that has become more pronounced with the rise of Over-The-Top (OTT) platforms. This practice raises concerns that actors lacking significant digital footprints may be overlooked, irrespective of their formal training or on-screen aptitude. Chopra highlighted the frustration of investing years in developing material only to see casting decisions influenced by follower metrics.
The remarks generated a polarized response across digital platforms. A segment of creators and the audience supported Chopra’s critique as a necessary correction against the industry's drift toward optics over craft, asserting that algorithms change but art endures. Conversely, many content creators countered that cultivating a substantial online presence demands significant, unrecognized effort and represents a democratization of opportunity. This friction encapsulates the tension within the contemporary entertainment landscape, where digital metrics are increasingly interwoven with, and sometimes supersede, traditional measures of cinematic capability and artistic credibility. The 56th IFFI, which featured Japan as the Country of Focus and honored figures like Guru Dutt and Rajinikanth, provided the high-profile setting for this commentary on evolving industry values.
