Celebrity culture has become a part of Indian life, with Bollywood celebrities having unmatched
power over millions. Their reach goes beyond the silver screen to social, political, and economic
realms. The celebrity craze influences public perception, lifestyle, and even cultural values.
While this has positive implications like inspiration and charity, it also creates issues regarding
unrealistic expectations and consumerism.
The Influence of Bollywood Celebrities
Bollywood celebrities hold immense power in shaping trends and influencing people’s decisions.
Their impact is visible in various aspects of daily life, including fashion, fitness, social causes,
and even politics.
- Fashion and Lifestyle Trends
Bollywood stars and actresses influence fashion that is emulated by millions. From designer
clothes to hair and exercise routines, celebrities decide what is in style. For example, when
Deepika Padukone appeared in the Sabyasachi saree on her wedding day, it became a national
trend, with more demand for similar bridal attire. Likewise, Salman Khan’s Being Human
clothing line became extremely popular, with fans copying his style while doing a good deed.
A good example is Ranveer Singh, whose fashion sense has revolutionized the fashion of
Indian men. His experimental approach with bold colors and out-of-the-box styles has inspired many young men to accept out-of-the-box fashion statements.
2. Social and Philanthropic Influence
Several Bollywood actors utilize their stardom for social causes. Amitabh Bachchan’s
association as a UNICEF goodwill ambassador has been used to bring attention to polio and
tuberculosis. Priyanka Chopra is actively involved in promoting education among children and
gender equality by working with UNICEF. These activities make their fans do the same for social
change, showing that the power of celebrities can be positive.
One outstanding example is Sonu Sood, who became widely admired for his humanitarian work
during the COVID-19 pandemic. He organized transport for stranded migrant workers and gave
financial support to those in need, showing how celebrity influence can be applied for real social
change.
3. Politics and Public Opinion
Celebrities also impact political discourse in India. Their endorsements can sway public opinion
during elections. For example, in the 2019 general elections, actors like Rajinikanth and Kamal
Haasan openly expressed their political views, influencing voter perception. Some, like Hema
Malini and Smriti Irani, have even successfully transitioned from acting to politics.
An interesting example is Kangana Ranaut, whose political opinions have generated national
discussions. Whether one likes her opinion or disagrees with it, her role in influencing political
debates cannot be overlooked.
Politics and Public Opinion
Celebrities also impact political discourse in India. Their endorsements can sway public opinion
during elections. For example, in the 2019 general elections, actors like Rajinikanth and Kamal
Haasan openly expressed their political views, influencing voter perception. Some, like Hema
Malini and Smriti Irani, have even successfully transitioned from acting to politics.
An interesting example is Kangana Ranaut, whose political opinions have generated national
discussions. Whether one likes her opinion or disagrees with it, her role in influencing political
debates cannot be overlooked.
The Dark Side of Celebrity Culture
Although Bollywood stars motivate millions, their power has negative implications.
- Unrealistic Beauty and Lifestyle Standards:
The representation of perfect beauty and high-end lifestyles sets unrealistic standards among
fans. Young people attempt to emulate the unattainable perfection on screen and social media,
resulting in body image problems. The fixation on white skin, encouraged by celebrity support
for fairness creams (e.g., Shah Rukh Khan’s erstwhile endorsement of Fair & Lovely), has been
heavily criticized for propagating colorism.
One such pressure is the prevalence of cosmetic surgeries among celebrities, which
encourages young fans to undergo costly and unnecessary beauty procedures to fit into
unrealistic standards.
Materialism and Consumerism:
Consumer behavior is greatly affected by celebrity endorsements. Bollywood celebrities are
employed by brands to promote everything from cars to fragrances, promoting materialistic
desires. For instance, Virat Kohli and Anushka Sharma’s endorsement of high-end brands
reinforces the notion that success is associated with expensive products, promoting
overconsumption among middle-class Indians.
Scandals and Controversies:
The continuous media focus on celebrities also reveals scandals, shaping the way people think
and sometimes leading to poor moral influences. The drug charges leveled against actors Aryan
Khan and Rhea Chakraborty sparked national controversies, not only impacting their careers
but also shaping the way people view the film industry.
Another instance is the Sushant Singh Rajput scandal, which shook the industry apart from
evoking issues about nepotism, mental health, and media sensationalism in Bollywood.
Balancing Celebrity Influence
In order to have a balanced effect of celebrity culture, it is important to encourage responsible
media consumption. The audience needs to differentiate between reality and entertainment, and celebrities need to exercise their influence responsibly. Media literacy education can enable young people to critically analyze the messages they consume.
Bollywood stars have a strong influence on Indian society. Their impact ranges from fashion to
politics and social movements. Although they can inspire positive change, the negative aspects
of unrealistic ideals and materialism cannot be overlooked. A conscious approach to celebrity
culture can allow Indian society to reap the benefits of the positive while reducing the negative
influence.
