No social media? Bollywood's big names find other strategies to make impact, stay relevant

Bollywood stars Aamir Khan and Ranbir Kapoor have opted out of social media, which is affecting film marketing strategies in the Indian entertainment industry. Experts argue that this absence can help preserve a degree of mystique that can benefit certain brands, and that these stars can stay relevant through other channels.

This shift in strategy matters for social commerce as it highlights the importance of alternative marketing channels, such as interviews, fan communities, television, and borrowed influence. By leveraging these channels, Bollywood stars can maintain their cultural relevance and impact, even without a direct social media presence, which can inform social commerce strategies for influencer marketing and brand partnerships.