From hate to hype—how Bollywood’s star kids are mastering the rebrand game in 2025

If you’ve been scrolling through Instagram reels or YouTube interviews lately, you’ve probably noticed something interesting—Bollywood’s favourite star kids are switching things up. Not their looks, not their talent, but their vibe. There’s less “celebrity on display,” more “I’m just like you (but with better lighting).” Welcome to the era of the nepo kid rebranding, where legacy meets relatability and fame gets a refresh.

There was a time when being a “nepo kid” was almost a guaranteed shortcut to fame, granted it came with baggage. The internet didn’t hold back, calling out star kids for coasting on family connections rather than talent. Janhvi Kapoor and Sara Ali Khan faced early scrutiny, but both have since evolved. Kapoor now leans into humour and candid behind-the-scenes posts, while Khan balances charm and self-awareness through her travel and wellness content.

Ananya Panday, once criticised for her privileged lifestyle, has pivoted by sharing glimpses from film sets and fun street-style moments that make her seem more approachable. Khushi Kapoor is carving her own path with brand collaborations and understated film promotions, proving she’s serious about her craft.

What’s their strategy? For starters, leaning into authenticity. Forget staged photoshoots and rehearsed interviews; it’s all about the “real” stuff now: behind-the-scenes shots, photo dumps, unfiltered videos, and candid conversations. Shanaya Kapoor, for instance, recently shared a series of behind-the-scenes moments from her debut film, Aankhon Ki Gustaakhiyan, connecting with fans who love seeing her off-duty side.

Collaboration is another big win. Nepo kids are teaming up with indie artists, content creators, and socially conscious brands to stay current and credible. Janhvi Kapoor supports independent designers and sustainable fashion brands, while Khushi Kapoor often spotlights eco-friendly labels and local artisans. These moves subtly show they’re evolving with the times.

Moreover, they are opting for the less-is-more approach. Call it their choice or a carefully crafted PR stunt, but star kids are no longer throwing themselves in your face with 15 interviews a day. Instead, they're taking a minimalistic route. Ahaan Panday delivered the biggest Bollywood debut of the year with Saiyaara without a single tell-all interview. Aryan Khan’s directorial debut, The Ba***ds Of Bollywood, made waves without him ever stepping in front of the paps. Whether it’s a PR decision or personal preference, the understated approach feels refreshing.

Tone and timing matter too. The new-age star kid knows when to speak and when to stay quiet. Small but meaningful gestures, like Sara Ali Khan’s thoughtful temple visits or Janhvi Kapoor’s self-deprecating reels, make them seem approachable while strategically improving public perception. And finally, humour. Self-deprecation is the secret sauce. Many now laugh at their own privilege, share memes, and embrace their “nepo” tag with a wink, making them come across as confident rather than defensive.

The takeaway? The next-gen star kids are evolving fast. Being born into fame might open doors, but staying relevant takes self-awareness and smart strategy. It’s less about hiding privilege and more about redefining it, one relatable post, thoughtful collab, and viral reel at a time. In 2025, the rule is clear: rebrand or risk irrelevance.

Watch closely, and you’ll see that what once seemed like shallow social media chatter is actually a masterclass in personal branding and digital strategy. For star kids, it’s not just about dodging hate,  it’s about rewriting their narrative and earning respect they never had to ask for before.

Lead image: Getty Images

Also read: How memes are making stars in 2025 and why that’s what it takes to be famous

Also read: What makes a “good” nepo baby?