Nimrrit Kaur Ahluwalia: ‘Influencers Slash Fees, Making It Tougher for Actors To Land Roles’ (EXCLUSIVE)

The line between digital creators and mainstream actors continues to blur. The growing trend of influencers landing acting projects has definitely been a topic of discussion and concern for trained actors. Speaking exclusively to Variety India, Nimrrit Kaur Ahluwalia acknowledges the changing dynamics of the industry while highlighting her recent challenges.

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The ‘Choti Sarrdaarni’ actor says the trend has become increasingly common. "I am grateful that it hasn't happened to me, but I know of it. In a business, numbers are important, and I get it. As an industry, we are going through a phase where there is too much content to consume. So, getting attention becomes a priority too,” she shares.

Having said that, Ahluwalia maintains that opportunities should be based on merit and talent. She points out that deserving actors often lose out on roles despite delivering stronger auditions. “Everyone should get an opportunity if they have talent. Sometimes, actors give better auditions and do not end up getting the roles. They are not given priority. These actors could have done justice to the characters. It feels unfair. At the end of the day, the actors are running their household with these jobs."

Ahluwalia also addresses the financial impact of influencers entering the acting space, saying that many are willing to work for significantly lower fees because they already earn through other avenues. “I have witnessed situations where influencers are making money through brand campaigns and social media. But because they want to be a part of a project, they end up cutting the price a lot. They agree to work for half the price or even less. They are only there for the opportunity. It becomes a win-win situation for both the production house and the influencer. Plus, the makers get media attention due to the influencers' followers,” she states.

According to the actor, this creates an uneven playing field for actors who rely solely on acting assignments for their livelihood. "It puts actors, who have no other source of income, in a pickle. It has become a part of the system that we are in. However, it can be changed. I hope the people in question think about it,” she concludes.