Filmmaker-producer Vidhu Vinod Chopra has expressed strong criticism towards social media influencers and the entire ecosystem surrounding social media fame, particularly regarding how brands engage with these influencers.
During a masterclass at the 56th International Film Festival of India (IFFI) in Goa, he highlighted his concerns about the burgeoning culture of social media stardom and its impact on cinema.
Chopra remarked, “What word can I use? These are a***. They go on the Internet and stand in a certain way. Someone has 5 million followers, someone has 10 million, another has 20 million.”
He elaborated on the mindset of social media influencers: “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’. What the f*** is going on? You as an individual have to choose whether you want to be that or you want to really strive for happiness and joy.”
At the festival, Chopra also conducted a masterclass focusing on filmmaking. He reflected on the 8K restoration of his classic film 1942: A Love Story, sharing a behind-the-scenes anecdote where his then-assistant Sanjay Leela Bhansali scattered breadcrumbs on a mountain to attract birds for a song sequence.
He further criticized the contemporary film industry for often prioritizing presentation over storytelling, asserting that his films authentically represent the social realities of their time.
The 56th International Film Festival of India (IFFI) showcases over 240 films from 81 countries, featuring 13 world premieres along with international and Asian debuts. This year, the opening ceremony breaks tradition with a grand parade along the Mandovi River, celebrating a vibrant convergence of cinematic art, culture, and technology.









