New Delhi: From blogging and podcasting to launching beauty brands, big names in the film world, including actors and filmmakers, are branching out from their core competencies to stay relevant and create new Experimenting with different career options to generate a source of income.
While Ayushmann Khurrana and Adarsh Gurav are both exploring music, with the former sometimes performing with a band, Farah Khan has started a food channel on YouTube. Entertainment industry experts say this is an attempt to reach new viewers and strengthen its fan base, which will have a positive impact on its core business. Additionally, it provides an additional revenue stream and long-term security in an unpredictable industry.
“Historically, celebrities have pursued careers primarily around their day jobs. We are now seeing artists exploring diverse avenues. They are pursuing entirely different career paths. Rather than building, the stars are expanding their brands with entrepreneurial ventures such as new direct-to-consumer ventures, licensing products to brand names, and more. We are also tapping into different talents and passions,” said Tushar Kumar, CEO of media and entertainment company OML Entertainment.
The industry is full of examples of actors pursuing acting and pursuing their passion at the same time. For example, actor Adarsh Gurav has done musical collaborations with artists like Oaf, Lisa Mishra, and Rashmeet Kaur. Kareena Kapoor Khan has launched three seasons of her podcast, while Katrina Kaif, Anusha Dandekar, Deepika Padukone, Priyanka Chopra and Sonakshi Sinha have launched beauty brands.
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In addition to diversifying their revenue streams, Kumar pointed out that stars pursuing entrepreneurship and other creative avenues first and foremost allow fans to get to know them better. Additionally, these pursuits serve as starting points for new collaborations such as deals and endorsements with brands. Alia Bhatt has launched Ed A Mama, a children’s clothing brand that offers sustainable clothing solutions. When Reliance Retail Ventures acquired 51% stake in the brand, it added value to the business and expanded into other categories.
“For most celebrities, branching out into another career is a natural extension of their personal brand. They have a sizable fan base that trusts their choices and aligns with their values. This brand diversification can actually strengthen the brand’s image by demonstrating its versatility, rather than weakening it,” says Co-Founder and Head of Digital Media at marketing agency Social Pill. Neelesh Pednekar said. They use their fame to build sustainable business models, including endorsements, the launch of their own products, and licensing deals. Additionally, it provides long-term stability. Pednekar added that a successful business or alternative career can continue to grow even if acting or film projects stall.
Sandip Kapur, founder and president of digital marketing agency Promodome Group, says that in addition to financial gain, celebrities also derive personal satisfaction from pursuing passion projects. Therefore, they can also benefit from a sense of creative fulfillment. Additionally, using your platform to advocate for a cause or support your community can amplify your impact. However, Rahul Khanna, founder of influencer marketing agency Barcode, says constantly taking on new roles can dilute an actor’s true identity. Fans may perceive them to be less focused on their core talent, which may affect their credibility.
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“Expanding your footprint often strengthens a celebrity’s brand, giving them the opportunity to showcase their talents and reach a wider audience. Social media, blogs, and podcasts allow stars to develop new personal However, sudden changes can confuse or alienate a fan base, so celebrities make sure their alternative careers align with their core brand. By carefully curating your secondary ventures, you can maintain credibility while growing your personal brand,” says Avishek Mukherjee, creative director at digital marketing agency BC WEB WISE. says.
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