Veteran Pakistani actor and writer Mohsin Gillani has raised questions about the growing influence of social-media popularity in movie and drama casting, specifically mentioning Rajab Butt as an example.
Speaking on The Blue Truth, hosted by Abdul Hayee Siddiqui, Gillani discussed what he believes is contributing to the decline of Pakistan’s drama industry. He said marketing teams have gained too much influence and claimed that popular figures and models are sometimes preferred over performers who have spent years developing their craft.
Gillani explained that many drama actors traditionally move through the industry step by step, building their careers through training and experience. In his view, that process is being weakened when casting decisions are influenced heavily by how many people follow or recognize someone online.
He then brought Rajab Butt into the discussion as an example. Gillani said that “people like him are getting work because of marketing pressure,” arguing that social-media reach can now play an important role when production teams decide whom to cast.
The veteran actor questioned whether popularity alone should be enough to secure acting opportunities. He suggested that when a personality is followed by millions on social media, marketing teams may focus more on the audience that person can attract than on their acting ability.
Gillani also expressed concern for experienced artists who have spent years building their careers. According to him, these performers can lose opportunities when commercial considerations become more important than acting experience and talent.
His criticism was not limited to Rajab Butt personally. Gillani used him as an example of what he sees as a wider shift in the entertainment industry, where follower numbers and digital visibility can influence professional opportunities.
He also compared the current situation with the influence of fashion magazines in the past. According to Gillani, commercially attractive personalities once received attention through magazines, while Instagram has now taken over much of that role and made online popularity an increasingly important marketing tool.
Gillani additionally warned about what he believes is the impact of social media on young people. Addressing the younger generation, he said social media is influencing minds and making people more rebellious.