From buzz to buzz-bust?: Bollywood actors who couldn’t sustain the spotlight

It’s tempting to believe that a storm of headlines, some sharp styling and a few viral interviews are enough to skyrocket someone to superstardom. After all, we’ve seen it happen, right? But let’s not confuse noise with impact. In Bollywood, more often than not, the louder the launch, the harder the crash when reality checks in. Let’s look at three actors who arrived on the scene with roaring buzz and left the audience whispering… “That’s it?”

Vijay Deverakonda and the ‘Liger’ misfire

When Vijay Deverakonda’s Bollywood debut in ‘Liger’ was announced, it felt like the industry had found its next alpha male. The PR machine went into overdrive. Cross-industry stardom? Check. Physique built for box office dominance? Check. Charisma dialled to ten? Double check. But when ‘Liger’ finally hit the screens, what followed was not applause but a deafening silence. The film limped at the box office. Despite the thunderous build-up, it lacked narrative grip and failed to resonate with the audience.

The hype wasn’t just premature. It was misplaced. You can sell a trailer, but you can’t sell staying power. What ‘Liger’ proved is that packaging can’t replace substance. It also reminded marketers and media planners that audiences have developed a nose for over-polished promises. They know when they’re being sold a product rather than being invited to witness a performance.

Veer Pahariya’s PR gamble in ‘Sky Force’

Veer Pahariya entered the industry not quietly but with all the drama of a fireworks finale. Before ‘Sky Force’ even released, stories of his lineage, lifestyle and connections were already doing the rounds. Instead of curiosity, this manufactured fame triggered a sceptical buzz. The film did achieve modest success, but let’s be honest, the conversation never really circled back to the story or the craft. It stuck to Veer’s self-made narrative, and not in the flattering sense.

What unfolded here was a classic case of overexposure before credibility. A PR campaign that frontloaded attention before there was anything meaningful to back it up. It’s one thing to create anticipation. It’s another to create irritation. Veer’s performance was fine. But the public memory fixated on the hype rather than the role. And that’s a hard shadow to shake off.

Vikrant Massey and the aftermath of ’12th Fail’

Now here’s an interesting contrast. Vikrant Massey didn’t burst onto the scene. He built his career slowly, steadily and without the kind of media blitz that defines a star launch. Then came ’12th Fail’—a performance so honest, so compelling, it stopped people in their tracks. Audiences sat up. Critics nodded. Suddenly, he was everywhere.

And then… not. Subsequent projects failed to keep pace with the promise of ’12th Fail’. Whether it was weak scripts, poor timing or simply the ebb and flow of attention cycles, the roles that followed didn’t match the weight of his breakout success. Talent is not in question here. But it highlights a bitter industry truth: even a breakthrough doesn’t guarantee a breakout.

Sometimes, the biggest threat to a rising actor isn’t failure. It’s the silence that follows a hit when no equally powerful script comes knocking.

The hype trap

These three stories share a subtle thread. When an actor is pushed forward with more noise than nuance, the fallout isn’t just a bad weekend at the box office. It’s a credibility hit. Vijay, Veer and Vikrant each show how easy it is to slide from “next big thing” to “what happened to them?” if the foundation isn’t rooted in consistent, credible performances.

It’s not that hype doesn’t work. It absolutely does. But it’s a double-edged sword. When wielded carelessly, it cuts through goodwill faster than it creates fame. Audiences today are savvy. They don’t buy into personas. They invest in authenticity. And they’re not afraid to change their minds.

So if you’re watching the rise of another actor being called “the next superstar” before they’ve had a second Friday at the theatres, just remember… Bollywood doesn’t reward the loudest arrival. It rewards the longest run.

As Bollywood’s top PR strategist Dale Bhagwagar puts it, “In this industry, it’s never just about making noise, it’s about making meaning. Hype sparks interest but it’s strategy and consistency in PR that shape perception and build longevity. When buzz fades, only those with a clear narrative and steady visibility stay top of mind. The good news? With the right mix of controlled PR manoeuvres, image makeovers and timing, I believe actors can script powerful comebacks. Bollywood loves a turnaround and the smart ones always find their cue.”

Key takeaways

• Hype without performance is like a trailer with no movie.
• Media buzz can build curiosity but can’t replace audience trust.
• One breakout role does not make a consistent career.
• Credibility, once lost, takes more than PR to rebuild.
• Audiences today are looking for authenticity over aesthetic.