At a time when content is being consumed in seconds and competition is only getting sharper, Ashnoor Kaur, known for her acting journey since childhood and recently seen as a contestant on Bigg Boss 18, believes that actors today need to think beyond just performance and visibility.
She shared, “I think it’s really important not just being a content creator but building your own personal brand. Because these days, again, the competition is really high and to stay relevant in the market. You know, there’s a phase that goes, what you see is what you sell. But how you want to look is very important. How do you want to portray yourself? How do you want to put yourself out there in the market really matters. And of course, you need to have a certain reach. But I would not say your reach equals to your talent. Talent always outshines in some way or the other.”
Speaking on the sidelines of Content India 2026, a three-day industry gathering by Dish TV India that brought together over 700 participants from India and international markets to exchange perspectives on storytelling, distribution and the evolving creator economy, Ashnoor also reflected on how audience consumption has shifted. “I think it’s very different because of course with the advent of social media and you know all your short form content, the attention span has really gone down, it’s really reduced. So I think these days the hook of a video really needs to be engaging for the person to actually watch the entire video,” she explained.
With conversations at the summit also touching upon how Indian stories are travelling beyond borders, she spoke about the excitement of being part of stories that reach global audiences. “It is extremely, it’s a wholesome experience I would say because I have messages coming across the globe. People, somebody watching in the US, somebody in Australia, somebody who probably won’t even understand Hindi but is watching our content with subtitles. Really, you know, conveys the fact how cinema is a global experience.”
She also acknowledged how such platforms are enabling these conversations at scale. “I think initiatives like Content India are great. These days stories travel across the globe; they know no boundaries. They are not limited by geopolitical borders. And that’s a great thing because it opens avenues you might not have even imagined, say, just a few years ago.”
