Mar 27: At a time when content is consumed in seconds and competition continues to intensify, actor Ashnoor Kaur emphasized the importance of building a strong personal brand alongside talent to remain relevant in today’s entertainment landscape.
Speaking on the sidelines of Content India 2026, a three-day industry gathering hosted by Dish TV India, Kaur shared insights into the evolving dynamics of the creator economy, audience behavior, and the global reach of Indian content.
Known for her acting journey since childhood and her recent appearance on Bigg Boss 18, Kaur highlighted that visibility alone is no longer enough.
“I think it’s really important not just being a content creator but building your own personal brand. The competition is really high, and to stay relevant in the market, how you portray yourself and put yourself out there really matters,” she said.
While acknowledging the role of digital reach, she was quick to draw a distinction between popularity and ability. “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 the other,” Kaur added.
Addressing the shift in audience consumption patterns, Kaur pointed to the growing dominance of short-form content and shrinking attention spans. “With the advent of social media and short-form content, attention spans have really reduced. The hook of a video needs to be engaging enough for viewers to watch it till the end,” she explained.
The discussions at Content India 2026 also explored how Indian stories are increasingly transcending borders. Reflecting on this trend, Kaur described the experience as deeply fulfilling.
“I receive messages from across the globe—from the US to Australia—even from people who may not understand Hindi but still watch our content with subtitles. It shows how cinema is truly a global experience,” she said.
She further commended initiatives that foster cross-border storytelling and collaboration.
“Stories today travel across the globe. They are not limited by geopolitical boundaries, and that opens up avenues we couldn’t have imagined a few years ago,” Kaur noted.
With over 700 participants from India and international markets, Content India 2026 served as a platform for creators, producers, and industry leaders to exchange perspectives on storytelling, distribution, and the future of content.
