Vidhu Vinod Chopra’s remarks on social media influencers goes viral

Filmmaker Vidhu Vinod Chopra ignited a conversation after a video from his International Film Festival of India (IFFI) 2025 masterclass in Goa went viral, capturing him furiously criticising social-media influencers and the growing dominance of follower-driven casting.

Speaking alongside writer Abhijat Joshi, the 12th Fail director delivered an unfiltered takedown of what he sees as an industry drifting away from craft. At the heart of Chopra’s frustration is the accelerating trend where follower count becomes a deciding factor in casting, branding and opportunity. Without naming anyone, he painted a picture of an industry increasingly driven by optics: In the same exchange, he commented on how individuals gain massive traction online through superficial content, saying: “Woh net pe jaake aisa khada hota hai… 5 million ho gaya.””

Chopra also criticised the way brands chase online reach over artistic credibility. With his trademark bluntness, he said, “You remove your shirt, strike a pose, and suddenly you’re endorsing products. Kya ho raha hai yaar? He further added, “The social media influencer thinks that he is a legend. And then brands go to that fellow and say, ‘Please sell our product’. The influencer stands again and says, ‘Hey, buy this tiffin. Buy whatever. You as an individual have to choose whether you want to be that or you want to really strive for happiness and joy”.

The filmmaker, known for his rigorously researched and emotionally grounded cinema, expressed concern that storytelling is being compromised in the race to stay “relevant.” He reflected on the years of labour that go into a film, saying, “We spend years writing, rewriting, fighting for truth… and then someone says, ‘Let’s cast the guy with more followers.’ I mean, seriously?” What worries him most isn’t the presence of influencers, but the growing acceptance of popularity as a substitute for ability.

For Chopra, cinema is ultimately an art form rooted in authenticity — something that cannot be manufactured by posting content. He emphasising that stories must come from lived experience, not algorithms

The Viral Irony

Ironically, the very clip of Chopra criticising virality became a viral moment itself. Online reactions to his rant remain sharply split. Many praised his honesty, calling his words “necessary” in an era where digital buzz influences casting, marketing and even creative decisions.

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Others pushed back, arguing that influencers represent a democratisation of opportunity — and that the director’s comments sounded dismissive of new-age creators. A user commented, “Everyone tries to spread as much happiness as their strength and resources allow for themselves, their families, and the people around them. But when they finally rise, people judge their background and mock them instead of celebrating them. Why can’t we be happy that someone from a small home became something big? Happiness belongs to everyone, not just a few.
And honestly the way some people speak shows they haven’t found real happiness within”

But regardless of which side one sits on, Chopra’s outburst has achieved something rare: it has forced the industry to confront an uncomfortable question —
Is artistic merit losing to algorithms?

Chopra left the audience with a telling reminder — one that encapsulates his entire argument: “Art will survive. Algorithms will change tomorrow morning.”