Ashnoor Kaur: “Building a personal brand is important today”

Ashnoor Kaur, who began her acting journey at a young age and was recently seen as a contestant on Bigg Boss 18, has shared her thoughts on what it takes to stay relevant in today’s competitive entertainment space. At a time when content is consumed within seconds and new creators emerge every day, she believes that actors need to look beyond just performance and visibility.

Speaking about the current landscape, Ashnoor emphasised the importance of building a strong identity. She said, “I think it’s really important not just to be a content creator but to build 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 saying 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 a certain reach. But I would not say your reach equals to your talent. Talent always outshines in some way or the other.”

Talent over numbers: A strong message in a digital-first world

Her statement highlights a growing concern in the entertainment industry, where social media numbers are often seen as a measure of success. While reach and visibility are important, Ashnoor made it clear that they should not define an artist’s ability. According to her, talent continues to hold its value and eventually finds recognition.

She shared these insights while attending Content India 2026, a three-day industry gathering organised by Dish TV India. The event brought together more than 700 participants from India and across the world, creating a space for discussions on storytelling, distribution, and the evolving creator economy.

Changing audience behaviour and shorter attention spans

During the conversation, Ashnoor also spoke about how audience behaviour has changed with the rise of social media and short-form content. She explained, “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.”

Her observation reflects the shift in how content is consumed today. With shorter attention spans, creators and actors are required to make an immediate impact. The opening moments of any content have become more important than ever, as they determine whether viewers will continue watching.

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

- Ashnoor Kaur

Indian stories reaching global audiences

Ashnoor also spoke about how Indian content is now reaching audiences beyond borders. She expressed her excitement about being part of stories watched around the world. She said, “It is extremely wholesome, 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.”

This reflects the growing global appeal of Indian storytelling. With subtitles and digital platforms making content accessible, language is no longer a barrier. Stories are now connecting with viewers from different cultures and regions.

Expanding opportunities through global platforms

Talking about the importance of platforms like Content India, she added, “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.”

Her comments underline how the entertainment industry is evolving rapidly, creating new opportunities for artists. With content crossing borders and reaching wider audiences, actors now have the chance to explore a much larger space than before.

Ashnoor Kaur’s insights reflect the changing realities of the industry, where talent, adaptability, and personal branding all play important roles. While the competition continues to grow, her message remains clear—reach may bring visibility, but it is talent that ultimately stands the test of time.