How Bollywood actors who are not on social media stay relevant

While Saif Ali Khan is happy to pose for photographs most of the time, it’s usually wife and actor Kareena whose social media account features glimpses of events they attend and snatches from their personal time with family. Seen here in a file photo from the Red Sea International Film Festival in Jeddah, 2022; For any other actor, this image on their social media would be gold. Rani Mukerji, who is not on social media, would have been satisfied enjoying this moment for what it is— with then Prince Charles at a charity dinner in London, 2015. Pics/Getty Images

There are two kinds of celebrities in social media: Those who give their fans a glimpse into their daily (sometimes, fabulous) lives; and those you can't see at all. There's Alia Bhatt, making hearts in the sky at Tudum, celebrating her grandfather's birthday. Kareena Kapoor Khan is on holiday with the family at the Alps, or recreating the Sex and the City posse with girlfriends.

But if you want to see what their spouses Ranbir Kapoor and Saif Ali Khan are up to, you'll only find them here - the former is helping her grandfather cut his birthday cake; the latter stands next to her by the bench in a red tee.

Ranbir and Saif are among the handful of A-listers - the others being Aamir Khan and Rani Mukherjee - who are not connecting to their fans or giving us a glimpse into their lives or thoughts through Twitter, Instagram or blogs. Aamir was on Twitter and Instagram till March 2021. A day after his birthday on the 14 of the month, he announced his departure from all social media platforms saying that he was not very active on them anyway. "Hey guys, thank you so much for all the love and warmth on my birthday," the post said. "My heart is full. In other news, this is going to be my last post on social media. Considering that I am so [in] active anyway, I have decided to drop the pretence."

Ranbir Kapoor doesn't have an official account although the buzz is that he uses a secret one to stay on top what others are doing. Wife and actor Alia Bhatt's Instagram is where you will find the odd hint to what he is up to; (right) Aamir Khan quit social media in 2021

News agency PTI later reported him saying, "Main apni dhunki mein rehta hoon [I live in my own world]. I am anyway not active on social media… We used to communicate before this [social media] as well. Now that I've quit social media, I'll be able to talk to my audience only through the media." He guided fans to an official handle for his production house, Aamir Khan Productions, saying, "Future updates on me and my films can be found there..."

Social media is not just a place to flex fitness routines, cute pets and elicit validation about your home-made dalgona coffee. For those in the business of selling dreams and lifestyles, it is now a crucial part of marketing strategies for movies, brand endorsements and their fabled lives. When members of star parivaars such as the any of the four Khans, Kapoors, Bachchans or Bhatts cross post their collective experiences, as do members of the Johar-Chopra posse, fans feel part of the clique, and that karva chauth celebration. And that ostensibly converts to buying of more red ghaghras, glugging collagen boosting power drinks or at least picking up a lipstick.

"Social media is a powerful tool for stars to stay connected with their audience," says Murtuza Rampurawala, founder of Spectra Digital marketing agency, "Stars can use it to communicate directly with fans. This helps stars humanise themselves, boost their visibility, and maintain an ongoing relationship with their viewers."
Then how do Saif, Ranbir, Rani and Aamir still pull in crowds to the theatres? And doesn't this go against the accepted wisdom of maintaining a sense of mystery which keeps the glamour of celebrity intact? That they don't have a personal account doesn't mean they are invisible on social media, especially in the case of visual platforms such as Instagram.

Urshita Kochar and Murtuza Rampurwala

"Saif is someone who likes to experience and be present in the moment without the distraction or pressure to capture or share those moments as per timelines, even though he loves taking pictures and getting clicked," says Urshita Kochar, his manager. The Associate Vice President of Talent Management at Exceed Entertainment, adds, "He may not have a personal account but there is a lot of Saif Ali Khan you'll find on social media, be it through brand associations, films, his holiday pictures [on spouse Kareena, sister Soha or sister-in-law Karisma's accounts], OOTD pictures at the gym [on fan accounts] or at the airport [on paparazzi accounts]."

The same goes for Ranbir; Rani and Aamir are exceptions in this fish bowl, with the former being married to the famously reclusive filmmaker Aditya Chopra. Aamir appears sporadically on the accounts of his children Ira and Junaid. This scarcity increases pull in some cases, with their work and interviews in media becoming their only channel of connection.

"Their absence from social media can create an air of mystery and exclusivity," says Rampurawala, "as fans have limited access to their personal lives, making them more intrigued and interested in their work. It allows these stars to maintain a clear boundary between their private and professional lives, reducing the risk of online controversies or overexposure. By avoiding social media, they can keep their focus solely on their craft and let their work speak for itself."
This certainly holds true for OG stars. "Saif's popularity endures because of his versatility as an actor and the diverse roles he is known to take on," says Alpua Turakhia, co-founder of Communique Film PR, "He is not an upcoming artist, he has made a name for himself before any of this existed. His career spans decades, which has helped him build a loyal fan base."

Saif's ability to evolve with the times and embrace new mediums keeps him relevant in the way participating in reels and trends on social media does for others. He was the first mainstream actor to move to the OTT platform with the web series Sacred Games and is now bringing the character of Star Lord to life in the latest Marvel Audible series.

It takes a certain maturity to preserve one's sense of wellbeing by excusing oneself from a platform where one is vulnerable to trolls and negativity. In April 2021, actor Warina Hussain quit social media citing it a burden. In an interview to magazine Filmfare, she said, "For me it was more of a burden... What's the point? It's toxic out there. One comment can ruin your mood and it can demotivate you so much. The best way to deal with all of it is to ignore. Sometimes, I felt like fighting back and commenting on these trolls, but there's no point to that." Though the account remains active, Hussain clarified that her team would be handling it to post work related content.

How does one negotiate this when social media marketing strategy is now the pinpoint of focus when a film or project is up for release? "It can indeed pose challenges when strategising publicity for movies or brands," admits Rangawalla, "Social media has become a central platform as it offers vast reach and targeted advertising capabilities. Stars who are not active on social media might miss out on direct engagement with fans during crucial promotional periods, leading to a potential loss of visibility and buzz."

This is probably what keeps John Abraham on Instagram. Though he's been there for a few years, most posts concern posters and stills of his films: No glimpses of a dinner date, his dogs or dalgona. "Collaborating with influencers, other online platforms and leveraging fan clubs to share updates and promote the star's work can bridge the gap between the non-social media star and the online audience," says Rangawalla. "In this case, we must find alternative ways to engage the audience and build excitement around a star's projects."