Farah Khan’s big paydays now come from content creation — Here’s how much she earns

Farah Khan, one of Bollywood’s most successful directors and choreographers, has revealed that her biggest paycheques no longer come from films but from content creation. Speaking on the podcast ‘Serving It Up With Sania’, hosted by tennis star Sania Mirza, she confessed that social media has turned into her most lucrative career avenue.

When Mirza asked her to choose between choreography, direction, and content creation, Farah, known for hits like Main Hoon Na, Om Shanti Om and Happy New Year, laughed and said, “Only one I have to pick? So, maximum money is in content creation.” The host, amused by her candour, reminded her that she had made a Rs 300 crore blockbuster. But Farah stood by her answer. “No, personally, I have made the most money in content creation. But if you ask me what I want to do, that would be direction. That’s my thing,” she said.

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So, how much does Farah Khan earn from content creation?

While there is no official word on her brand fee, industry insiders suggest that Farah Khan’s collaborations do not come cheap. Her brand partnerships are said to range between ₹50 lakh and ₹2 crore per campaign, depending on the project. But those who have worked with her say money is not the only motivation.

Read On: Myntra, Amazon & more: Farah Khan’s cook Dilip becomes brand favourite, now has a manager

For Farah, the focus is on creative control and finding the right brand fit. “Whether she’s charging fifty lakhs or two crores, it doesn’t even matter,” said a marketing expert. “Brands are happy to pay because they know what they’re getting, credibility, familiarity, and a face people already trust. Farah Khan is a brand in herself.” He added that her stature in the industry gives her a level of authority few creators can match. “Even if she decides to plug five brands in one video, no one’s going to tell her what to do.”

YouTube and The Rise of Her Cooking Content

Farah Khan joined YouTube post-COVID in April, 2024. Since then, her channel has over 24.2 lakh subscribers and 290 videos. It is one of the major sources of income for Farah, as each video garners around 1 to 2 million views on YouTube. Most of the videos feature her visiting celebrity homes and cooking with them in a fun and informal format.

From Kajol, Ananya Panday, Baba Ramdev and Vijay Varma to Raveena Tandon, Sonali Bendre, Malaika Arora, and Shruti Haasan, the show features candid kitchen banter with her trusted cook, Dilip. 

Farah’s growing digital presence has made her a popular name among brands. On Instagram, where she has 4.5 million followers, her collaborations have become short, engaging productions. Among her most popular campaigns is the Vim dishwashing ad, where she and Dilip turned daily chores into comedy, helping the brand connect with home audiences.

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She followed it up with multiple digital campaigns for Myntra, including the festive Jashn-e-Iftar film with Sufi Motiwala and the EORS 22 campaign featuring Shah Rukh Khan and Kiara Advani. In this campaign, Farah directed a behind-the-scenes spoof on traditional ads that became a viral hit.

Read On: Myntra's EORS: Why Farah Khan forced SRK & Kiara into odd jobs

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Beyond fashion, Farah and Dilip have worked on brand campaigns for Amazon Fresh, Urban Company, and Sunfeast Dark Fantasy. For Amazon Fresh, they showcased the ease of online grocery shopping. In the Urban Company ad, they presented a funny take on home cleaning, and for Sunfeast Dark Fantasy, Dilip appeared alongside Shah Rukh Khan in a cinematic television commercial. The duo also featured in light-hearted integrations for JioCinema and Disney+ Hotstar for Criminal Justice: A Family Matter, blending their cooking banter with the show’s crime-thriller theme.

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Speaking about her experience on the Myntra EORS shoot, Farah said, "Collaborating with Myntra on this campaign was a refreshing change from the usual. The idea that the event markets itself without needing a conventional ad was both bold and brilliant. It certainly allowed for some unconventional directing choices – who knew SRK was such a good onion chopper, or that he and Kiara were game for dumb charades on set! It was amazing to have Dilip on set and in the film with Shah Rukh, we had a great time bringing this concept to life. It's always fun when fashion and storytelling come together with a twist."

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Read On: Shah Rukh Khan, Farah Khan and Swanand Kirkire team up for Sunfeast Dark Fantasy’s latest

Why Her Content Connects

Krisneil Peres, Co-Founder of Fame Keeda, explained why Farah Khan’s content connects with audiences and brands. “Farah Khan’s cooking show works because it has all the right values. She’s having fun, she’s cooking with really good, famous people. It has everything. She’s already famous, a producer connected with top production houses and brands. People already like her, they already know her. She collaborates with other famous people in her videos, so automatically, credibility and trust transfer. Farah Khan is a brand in herself.”

He added that brands love working with her because her personality aligns with theirs. “The formula is simple. Brands like Licious, which carry similar personas of fun, credibility, and class, want to collaborate with someone like Farah Khan. It’s a perfect match.”

He concluded by explaining why audiences accept consecutive brand collaborations on Farah’s social posts. "Audiences don’t mind when Farah Khan works with brands because she’s already rich. They know she’s not doing it just for the money. But if a middle-class creator does the same thing, they get trolled for selling out. That’s the difference.”

Her New Digital Ventures

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Her August YouTube show Aunty Kisko Bola? which was presented by Cashify has strengthened her position as one of the few mainstream filmmakers who have fully embraced the digital space. The show was a talent competition “only for aunties,” celebrating women who often do not get the spotlight to showcase their talents. The teaser calls it a hunt for “India’s No.1 Aunty” and carries the tagline “Hunar ki koi age nahi hoti.”

Farah also continues to make appearances on reality shows, like her recent one on Two Much with Kajol and Twinkle Khanna. This makes her a constant presence across TV, social media, and digital spaces. Wherever the audience is, Farah Khan is there. For her, content creation has gone beyond being a side project. It has become a creative evolution that combines her filmmaking instincts with her ability to entertain, and it is paying off in both influence and income.