For decades, the Indian film industry operated on a distinct set of rules. The "hero" and "heroine" were archetypes, often chosen for their lineage or dancing ability, while the "model" was a separate entity entirely—beautiful, poised, but relegated to the background of fashion magazines or item numbers. However, the last two decades have witnessed a seamless merger of these worlds.

The trend has also led to a shift in the way films are marketed and promoted. With models on board, producers are able to tap into their social media following and generate buzz around their films. This has led to a more nuanced and multi-faceted approach to film marketing, with producers using a range of strategies to reach their target audience.

: Emerging as a top choice for prestige roles, including a potential biopic of the legendary . Rashmika Mandanna