Ashnoor Kaur: 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.
Table of Contents
Ashnoor Kaur on why staying relevant today is tougher than ever
She shared, “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 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
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 your talent. Talent always
outshines in some way or another.”
Speaking on the sidelines of Content India 2026, a three-day industry gathering by Dish TV
India, which 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, 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 that 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.”
