Bollywood has always been synonymous with glitz, glamour, and exclusivity. Beyond dazzling premieres, red carpet events, and award functions, a world of high-profile parties exists where networking is said to be just as crucial as talent. For decades, these Page 3 parties have served as breeding grounds for deals, friendships, and career launches. But how vital are these gatherings for making it in the industry? Can an outsider truly become an insider just by attending them? Or is it a carefully curated illusion, where connections matter more than credentials?
The Bollywood Party Circuit
Parties in Bollywood are not just about celebration; they serve as informal yet powerful networking hubs. These events bring together actors, directors, producers, casting agents, fashion designers, and media personnel, creating a space where relationships are formed and reinforced. Unlike traditional corporate networking—where one might exchange business cards over coffee—in Bollywood, it’s about sharing drinks, engaging in casual conversations, and forming personal bonds that often translate into professional opportunities.
A-listers like Karan Johar, Shah Rukh Khan, Salman Khan, and major production houses host some of the industry’s most exclusive gatherings. A single invitation to such an event can open doors, offering struggling actors, writers, and filmmakers the chance to rub shoulders with decision-makers. But does merely being present at these parties guarantee success?
“Whether 20 Years Ago or Today, the Page 3 Scene Is All About Networking”
Four-time National Award-winning filmmaker Madhur Bhandarkar, known for films like Chandni Bar, Page 3, Traffic Signal, Fashion, and Heroine, shared his perspective with ETimes, “See, I’ll tell you honestly—back then and even now, nothing has changed. Today, a lot of people still go through the same process. Earlier, PR managers and event organizers would take you to parties and functions, ensuring you were seen at the right places. Even today, it’s the same. The only difference is that things have shifted from print media to the digital world.
“Try to understand—earlier, we would wait until morning, around 6:30 or 7:00 AM, to see who attended which event, what they wore, and what happened. That was the influence behind Page 3. Coming from a middle-class family, I tasted success with my debut film and started attending these parties. That’s when I realized how this world functions—how people from different backgrounds, including politicians, bureaucrats, businessmen, Bollywood personalities, fashion designers, and aspiring actors, all come under one roof.
“I was fascinated by how quickly networking took place and how influential these social gatherings were. Since 2001, I have regularly attended such parties and events, and I still feel nothing has changed. The party circuit remains active, and people still call you for events. In fact, there are even more award functions now—so many that we can’t even keep track of them.”
When asked whether newcomers still benefit from attending these parties, Bhandarkar affirmed, “Yes, absolutely. Whether 20 years ago or today, the Page 3 scene and party circuits are all about networking. People attend these gatherings for various reasons—it could be for film deals, business collaborations, socializing, or just making connections. These events take different forms: Holi parties, birthday celebrations, award functions, or even casual social gatherings. Networking has always been an essential part of this circuit.
“If an aspiring actor or actress enters the film industry and wants to connect with a producer, director, or influential person, where will they do that? They can’t just stand on the street and network; they have to be in these social circles where the industry gathers. Even today, people gatecrash events or tag along with someone, requesting, ‘Take me to that party.’ That aspect hasn’t changed.
“However, what has changed is the rise of influencers and digital media. Today, influencers play a huge role. Event organizers and PR teams reach out to them and ask them to bring in celebrities, models, or prominent figures. These influencers then post about the event, creating buzz. The process is the same, but the medium has evolved.
“Previously, we waited 24 hours for newspapers to cover an event. Now, everything is instant. The shift from print to digital has made things more aggressive. People sitting in small towns or villages can also become influencers. Even Bollywood stars now sit down for interviews with social media influencers who have millions of followers.”
“I Don’t Think a Party Is the Right Environment to Truly Break Ground”
Actor Tanuj Virwani, son of veteran actress Rati Agnihotri, has carved his niche in the industry but holds a different perspective on Bollywood’s networking culture, “I’ve never been one to attend so-called Bollywood parties for the purpose of networking. Of course, I have friends in the industry, so if they have a release, an event, or a celebration, I’ll be there. But I’ll be there as a friend—not to use it as a ladder for social climbing. It’s important to differentiate your social life from your professional life.
“I believe staying connected with casting directors, agencies, directors, and people you aspire to work with is far more important. And I don’t think a party is the right environment to truly break ground there. At the end of the day, my work is my best—and my only—audition.”
Virwani emphasizes that while networking matters, being part of a particular clique can be limiting, “If you become part of a particular clique, you end up boxing yourself in. That then becomes your bubble, and you operate only within its realm. Sure, these groups may provide good opportunities, but I’m a free-spirited person. I just go along for the ride. A career in this industry will always ebb and flow, and it depends on a lot of external factors as well.”
“The Real Contrast Between Then & Now”
Screenwriter Nina Arora, recipient of the National Film Award for Page 3, believes that networking is not just about being seen but about meaningful engagement, “Back in the day, it was far easier for even random outliers to gatecrash film events and sets before security concerns became paramount.
“But the real contrast between Then & Now is that earlier, many well-to-do aspirants simply bought or sold their way into Bollywood.
“Remember Sattee Shourie? No? Arjun Kapoor’s nani. She was a smart networker who stormed into Bollywood in the ‘80s with suitcases full of cash, produced several blockbusters, and even acquired Boney Kapoor as a son-in-law! The same applied to many a Papa ki Pari, whose influential sugar daddies financed their films—resulting in a steady flow of money into the industry.
“Today, a smart networker leverages celebrity connections to ensure an instant ROI. Instead of pouring money into Bollywood, they use it as a springboard to generate business.
“How? Social media ensures visibility. And visibility, in turn, can be highly monetized—either through a reality show like Bigg Boss or by establishing oneself as a high-paid social influencer. If you’re truly strategic, you can attract investors simply by appearing pally with Bollywood’s immature star kids. There’s no shortage of limelight moths who will be impressed enough by your proximity to stars to fund your startup.
“Forget newbies—even a high-flier like Nikhil Kamath, who had already made it to Forbes, decided to step in front of the camera to build his personal brand. Isn’t it too much of a coincidence that his podcasts—especially with the Prime Minister and Ranbir Kapoor—catapulted him to the next level?
“Smart cookies use visibility as a business tool.”
When asked whether Bollywood is becoming more open to outside talent or if nepotism still dominates the industry, Arora stated, “Nepotism existed because of public tolerance but is on its way to extinction. A star kid now has to approach his career like Junaid Khan. Yes, everybody knows that the producer is none other than Aditya Chopra, Aamir’s three-time collaborator, but people appreciated that the subject was the hero of Maharaj. It wasn’t a musical rom-com template designed to promote a star kid’s launch, unlike Netflix and Zoya Akhtar’s brazenly flaunted yet fiercely rejected The Archies.
“Now, audiences have reclaimed their power—which is considerably greater than that of even the most powerful banner.”
Social media sensation Orhan Awatramani, popularly known as Orry, has often shared his views on fame and the pressures that come with it. Despite the glitz and high-energy socializing, Orry recently acknowledged the emotional exhaustion that many attendees experience. “Most of these people actually have very tough lives. Yeah, you are the tough duffer. Your life is spent the whole day impressing other people, and that’s exhausting,” he remarked.
Reacting to it, Arora said, “Are we supposed to feel sorry that he’s a burnt-out impresario? Seriously? He entered the scene riding piggyback on an ambiguous job at RIL, played up his Ambani connection to impress star kids, and then proceeded to pose, posture, and flood social media with his celeb-studded pictures. So, our desi Kim Kardashian is now fatigued, is he? Conveniently just in time to quit while he’s ahead, earning Rs 15-30 lakh per party appearance?
“Really, who would pay a 20-year-old non-achiever Rs 30 lakh just to pose as their friend at a party—except for the fact that he’s Isha Ambani’s buddy, and that impresses the host’s business associates?
“Meanwhile, Bollywood spends astronomical amounts on PR teams and business managers to organize parties, media events, and social media campaigns to promote films and enhance existing brands. No newbie becomes a superstar only through publicity. But he can become a billionaire entrepreneur!
“That’s just how the social media phenomenon works.”
“Celebrities Are Now Made Through Social Media”
Social media influencer Mikhael Kantroo, Nina Arora’s son, believes networking and talent must go hand in hand, “The evolution of social media has completely changed the PR and film industries. Earlier, outsiders who wanted fame and recognition would click photos with celebrities or attend parties to get noticed. But today, celebrities are made through social media. The people who once took photos with famous personalities have now become celebrities themselves.
“Some of my friends hesitate to attend such events. They don’t enjoy it, and I completely respect that. Not everyone needs to be interested in the same things. There are many things they can do that I can’t. But stepping in front of people, presenting myself—that’s one of my strengths.
“For years, I ignored social media, and in hindsight, that was a mistake. Today’s world operates like a marketplace. Either you step in to sell something, or you quietly step aside.”
Is the Party Circuit Still Relevant?
Many outsiders believe that attending these parties is a golden ticket to success. The truth, however, is more complex. While networking at these events can help, genuine success still requires talent, persistence, and luck.
Madhur Bhandarkar, who is researching for a script on Bollywood Wives, notes, “I’ve met several digital creators and influencers. The game has changed—likes, comments, and engagement can all be bought. For example, when a celebrity lands at the airport or visits a clinic, paparazzi are already there. How do they know? Because someone from the PR team informs them.
“And this isn’t limited to Bollywood. Now, even socialites and influencers aim to be featured on cover pages, much like struggling actors once did. Whether it’s a birthday party, a red carpet event, or simply being spotted at the right places, social validation has become a commodity. Celebrities now charge fees to attend events, and in return, they are expected to post about it. The dynamic has shifted from Page 3 journalism to an aggressive digital PR machinery.
“Influencers now play a bigger role than ever before. Even A-list actors collaborate with them, knowing that digital reach is crucial. Today, any aspiring actor can track a filmmaker’s movements through social media—where they’re traveling, which party they’re attending. Weddings and major events are hyped up days in advance, and everything is planned meticulously.
“Even airport looks are carefully curated. Designers and stylists plan outfits, ensuring celebrities don’t repeat clothes. A whole industry has emerged around creating a perfectly styled public image.
“So yes, the party circuit still exists, but its form has changed. The industry is more aware, social media has made access easier, and networking has become a calculated game rather than a casual interaction.”
