Small roles, big impact! Are cameos the new winning formula for Bollywood? ETimes decodes | Hindi Movie News

In the ever-evolving landscape of Bollywood, the industry has seen a significant rise in the use of star-studded cameos, turning them into a powerful tool for both storytelling and marketing. These brief but impactful appearances by major stars have become more than just a surprise for the audience; they are now a strategic element in the filmmaking process, enhancing the film’s appeal, drawing in more viewers, and even contributing to its box office success.From Salman Khan‘s much-talked-about cameo in Pathaan, to Shah Rukh Khan returning as Pathaan in Tiger 3 to now Hrithik Roshan reportedly making a cameo in Alia Bhatt and Sharvari’s Alpha; from Kartik Aaryan and Nushrratt Bharuccha’s charming role in Tu Jhoothi Main Makkaar to Ajay Devgn and Ranveer Singh‘s dynamic entries in Sooryavanshi, the trend of celebrity cameos is booming in Bollywood. But what’s driving this surge, and what does it mean for the industry?

The appeal of star power
Cameos are not a new phenomenon in Bollywood. They’ve been used in the past, but their significance has grown immensely in recent years. One of the primary reasons for this surge, is the allure of star power. In an industry where actors are idolized and followed fervently by millions, even a fleeting appearance by a beloved star can create a massive buzz. This buzz translates into higher footfalls in theaters, increased social media chatter, and, ultimately, better box office returns.
Take the example of Salman Khan’s cameo in Pathaan. Directed by Siddharth Anand, Pathaan was already one of the most awaited films of the year, starring Shah Rukh Khan in a high-octane action role. However, the excitement reached new heights, when it was revealed that Salman Khan would make a special appearance as his iconic character, Tiger. Salman had revealed the same in an interview on his birthday.
The anticipation around this cameo was so high, that it became one of the film’s major selling points, drawing in audiences eager to see the two Khans share the screen after a long time. The cameo not only served as a treat for fans, but also linked Pathaan to the larger spy universe that Yash Raj Films is building, creating a sense of continuity and expansion.

Building Cinematic Universes
The concept of a shared cinematic universe, popularized by Hollywood, particularly the Marvel Cinematic Universe (MCU), has found its way into Bollywood. Filmmakers and studios are increasingly using cameos to connect different films, characters, and storylines, creating a cohesive universe that keeps the audience invested in each new release.

Yash Raj Films has been at the forefront of this trend with their “Spy Universe,” which includes films like Ek Tha Tiger, Tiger Zinda Hai, War, and now Pathaan. Shah Rukh Khan’s cameo in Tiger 3 is a continuation of this strategy. By bringing together iconic characters from different films, the studio not only creates a richer narrative, but also builds anticipation for future projects. Fans are eager to see how these characters will interact, what new alliances or rivalries will form, and how the storylines will converge in future films. Rohit Shetty is doing the same with his Cop Universe with Ajay, Akshay and Ranveer playing the three cops with Deepika Padukone and Tiger Shroff joining them in Singham Again. And more recently, Akshay Kumar has joined Dinesh Vijan’s horror-comedy universe with his appearance in Stree 2. The film also featured Varun Dhawan in his Bhediya avtaar.
This interconnectedness offers a fresh and exciting viewing experience, reminiscent of the MCU, where every film adds a new piece to the larger puzzle. Bollywood’s foray into this style of storytelling is still in its early stages, but the positive response to these cameos suggests that it’s a trend that’s here to stay.
As per Distributor and Exhibitor Akkshay Rathie, “Cameos have always been quite a thing if you jog memory to the time of Manmohan Desai. But now, I do think it is a nice ploy to get the fans of a certain star who is doing the cameo excited, or just for the thrill, like Salman Khan’s cameo in Kuch Kuch Hota Hai. It adds a lot of value and excitement to the movie goers. And, brings in a certain amount of thrill to their scenes.”
Cameos as marketing tools
Beyond their narrative function, cameos have become an effective marketing tool. In a crowded market where films are constantly vying for attention, a well-timed cameo can give a movie the extra push it needs to stand out. It adds an element of surprise and excitement that can be leveraged in promotional campaigns.
Kartik Aaryan and Nushrratt Bharuccha’s cameo Tu Jhoothi Main Makkaar is a case in point. Directed by Luv Ranjan, the film stars Ranbir Kapoor and Shraddha Kapoor in lead roles. While the film itself was already generating interest due to its unique storyline and star cast, their cameos became a talking point too. Their appearance in the film was also a testament to the relationship they share with Luv Ranjan as they have been part of all of his films till now, from Pyaar Ka Punchnama series to Sonu Ke Titu Ki Sweety. Their appearance was kept under wraps until the film’s release, creating a buzz that spread through word of mouth. Fans who saw the film were delighted by the surprise, and the news of the cameos quickly spread on social media, drawing more attention to the film.

Similarly, Ajay Devgn and Ranveer Singh’s cameos in Sooryavanshi were a masterstroke of marketing. Directed by Rohit Shetty, Sooryavanshi was part of the filmmaker’s cop universe, which also includes Singham and Simmba. By bringing together Ajay’s Bajirao Singham, Ranveer’s Sangram Bhalerao, and Akshay Kumar’s Veer Sooryavanshi, the film created a spectacle that was eagerly awaited by fans. The climax of the film, which featured all three characters fighting together, was a major highlight and contributed significantly to the film’s box office success.
Varun Gupta, Founder Director- Max Marketing tells us, “This ‘trend’ of cameos in Bollywood, I wouldn’t call it a trend, because a trend is something that comes and goes. Cameos have always been a constant , like in Mr Bachchan’s Naseeb, about 80% of the then industry was part of a song, and the same thing happened in Om Shanti Om. Cameos always work to elevate; when you go for a film, you are entering that world of horror or spycraft or cops etc, and when you see a known star as an audience, there is a different high altogether and reactions are bound to get fans excited. Like a Sanjay Dutt’s cameo would get way more reaction as compared to when you see a full fledged Sanjay Dutt film.”
Nostalgia factor
Cameos can also offer a sense of nostalgia, bringing back beloved characters or actors in new contexts. This was evident in Sooryavanshi, where Ajay Devgn’s return as Singham was met with loud cheers from the audience. Even Amitabh Bachchan’s cameo in Abhishek Bachchan’s Ghoomer as a cricket commentator was well-received. Deepika Padukone made an extended cameo in Shah Rukh Khan’s Jawan; it not only elevated their pairing which began from Om Shanti Om, but also took back the audience to their other films like Chennai Express, Happy New Year and Pathaan.
The Future of Cameos in Bollywood
The growing trend of cameos in Bollywood reflects the industry’s evolving approach to filmmaking. As filmmakers look for new ways to engage audiences and create memorable cinematic experiences, cameos have emerged as a valuable tool. They bring together star power, marketing potential, and narrative depth, all in a brief, but impactful package.
Looking ahead, it’s likely that this trend will continue to grow, with more filmmakers experimenting with cameos to enhance their films. As Bollywood explores new genres, cinematic universes, and storytelling techniques, the role of cameos is set to become even more significant.
In conclusion, cameos in Bollywood are no longer just a fleeting appearance by a star. They have become a powerful tool that serves multiple purposes, from boosting a film’s marketing appeal, to enriching its narrative. As the industry continues to evolve, the cameo is likely to remain a key feature in Bollywood’s storytelling arsenal, offering surprises, excitement, and a sense of continuity that keeps audiences coming back for more.