Ashnoor Kaur On Why Staying Relevant Today Is Tougher Than Before: Your Reach Is Not Equal To Talent

Actor Ashnoor Kaur feels that staying visible and meaningful in entertainment has become harder than before. The Bigg Boss 18 contestant says that while reach matters in the age of social media, numbers alone cannot define skill, and many performers now worry about relevance beyond traditional acting work.

Sharing her view on the current climate, Ashnoor said, "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."

Ashnoor Kaur on social media content and audience attention

Speaking about changing viewing habits, Ashnoor pointed to the effect of short videos and quick swipes. Attention spans, Ashnoor noted, have dropped sharply as viewers move from one clip to another within seconds, forcing creators and actors to focus on a strong hook right at the beginning of every piece of content.

She explained how this shift alters storytelling choices for every content creator. "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," Ashnoor said.

Ashnoor’s comments came during Content India 2026, a three-day industry event hosted by Dish TV India. The gathering drew more than 700 participants from India and other countries. Sessions there examined storytelling, distribution strategies and the changing creator economy, giving actors and digital creators a chance to exchange ideas on growth.

For Ashnoor, the idea of a personal brand links closely with such industry discussions. At Content India 2026, Ashnoor stressed that performers must decide how to present themselves online and offline. According to Ashnoor, that planned image then guides collaborations, platform choices and even what kind of roles or formats an artist agrees to explore.

Ashnoor Kaur on global reach of Indian content

Another talking point at the summit was how Indian shows, films and digital content travel worldwide. Ashnoor described receiving messages from viewers who watch from outside India, including people who depend on subtitles and do not understand Hindi, yet still relate to stories and characters shown on screen.

Ashnoor said this response underlines cinema’s shared appeal. "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."

Ashnoor added that platforms like Content India 2026 help such conversations grow. "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." For Ashnoor, this global flow, rising competition and reduced attention span together explain why reach no longer reflects talent, yet careful branding and strong stories still stand out.