SUPER SUPPORTING STAR APARSHAKTI KHURANA IS LOOKING FORWARD TO HIS FIRST MOVIE AS A LEAD
by MOHNISH SINGH
AFTER making a winning debut in record-breaking film Dangal (2016), talented actor Aparshakti Khurana has continued winning hearts with stand-out supporting roles in such successful films as Stree (2018), Luka Chuppi (2019) and Pati Patni Aur Woh (2019).
After playing the best friend or trusted confidant of the leading man, the 32-year-old actor himself is graduating to much bigger parts, including a leading role in forthcoming film Helmet. The multi-talented star is balancing a flourishing film career with TV and radio.
So Eastern Eye had a lot to speak about to Aparshakti Khurana, including lockdown, returning to work and his forthcoming film.
How is life after being under siege at home amid the pandemic?
Life is fine, touch wood, and I am trying to get back to normal. We have started shooting, but of course, it is not full-blown and there are fewer people. You have to take so many precautions. It does get a little hectic at times. But everyone is trying to put everything together in the smoothest way possible, so we can come back to life at the earliest.
Have you started transitioning back to work after lockdown?
I have totally started transitioning back to work from a film set to a television commercial set. For the longest time, I was working from home. But now there is a mix of working from home as well as working from the set. I am just trying to juggle the two and keep myself as active as possible.
How will the post-lockdown version of Aparshakti Khurana be?
Well, the post-lockdown version of Aparshakti Khurana will be as jumpy and as up-tempo as I have always been. Even during lockdown, I was totally up-tempo inside the house, trying to keep myself very busy with all the brand collaborations, digital collaborations and Instagram lives. I collaborated with YouTubers on a lockdown song and came up with my own lockdown track. There are many things I have done during lockdown. I had so many narrations on Zoom video calls and many acting workshops. So, yeah, I think I’ll be the same guy post-lockdown as well.
What is the most important lesson the pandemic has taught you?
Lockdown has taught me discipline and how important it is to have a nice healthy sleep cycle. Because of the erratic work timings, actors can never have a disciplined sleep cycle. But over these six-seven months, I have been waking up at 6:30 in the morning and sleeping at 11 pm. So, I have had a very disciplined sleep cycle. I have been waking up early, and it has made my system very healthy. It has made my body very healthy. A lot of actors are joyful about shooting activities starting, but many are sceptical about venturing out as the coronavirus scare is still there.
What do you have to say?
I have mixed feelings, to be honest. Of course, I am very happy that work has started, but in your heart of hearts, you do get a little sceptical about the fact that, are we ready to go out in the middle of a pandemic and perform? I just hope that all those shoots that have started do not backfire. We all can hope for the best and, you know, carry on with life with all the precautions. Let’s put our best foot forward in the safest way possible.
How do you see Bollywood during or post Covid-19 era?
I think Bollywood, during or post any era, has always been this mad, fun place where you get to do so many things. Bollywood is an amazing place because it is the only one where everybody is treated equally. People from all religions are a part of it, on and off the camera. And it is amazing to be on a film set and work together to create magic on screen. I think the kind of paradigm shift that we have had in filmmaking, from hereon we are really going to move upwards and onwards. I don’t think there is going to be any difference during or post Covid in the way we see Bollywood or in the way we perceive Bollywood. It is going to be a hell of a place where you can make your dreams come true.
Your film Helmet is ready for release. What route is it taking to reach the audience, digital or theatrical?
Yes, Helmet is all set to release. I think we will finish post-production work in a month or two. We are not yet sure about whether it is going to be an OTT release or a theatrical one, because there are a couple of things to be done and decisions to be made. So, let’s see what works best for the film. I think, at the end of the day, people just want to watch good content. It doesn’t really matter whether it is on OTT or in theatres. I am really looking forward to the first solo film of mine. I hope everything falls into place. I hope the love and warmth that people have given me in supporting categories, they give me the same amount of love and respect in this one as well.
Will it be a little disheartening for you if the makers decided to release it on any digital platform, because this is the first film you are fronting the cast?
Not at all. I won’t be disheartened at all. As I said, it does not really matter whether it releases on any OTT platform or in theatres. I know it is a special film for me. I have shown a lot of patience to see this day in my life, but the safety of people is a lot more important. Even if I have to do this journey again to catch hold of a nice, big theatrical, I am ready to do that. I think it is more important to work on each day of the year than to think about the fact that when, where and what your film is doing. It is important to work honestly. After that, things are not in your hands. And when things are not in your hands, you should not really bother about them.
Please tell us a little bit about the film and its premise?
So, Helmet is a film on condoms. Basically, the backdrop of the film is condoms. Otherwise, it is a fun and funny world where a family can sit together and get entertained. I would not want to say that, but this is an awkward comedy. When we talk about condoms, yes, they say it gets awkward. But sometimes, even in real life, you like awkward moments. You have fun with them. You laugh at them. So, our situations are no different in the film where there is a certain kind of awkwardness. There is an awkward beat and that is where the humour comes from. At the end of the film, there is a little message also. I hope people connect to it. May God bless us and the film!
There are talks that actors will have to take pay cuts as Bollywood is staring at a monumental loss of revenue. What is your take on that?
Well, I signed something during the Covid and there was no pay cut as such to say. I think I have got the amount I deserved. I have not come across any news where actors are not getting paid as much as they were getting earlier. But just in case if there is a situation like that then, of course, there is no way I would not respect that decision of the producers. As I keep saying so many times that I just want to work each day of the year. It is not about revenue generating beyond a point.
Jay's grandma’s popcorn from Gujarat is now selling out everywhere.
Ditched the influencer route and began posting hilarious videos online.
Available in Sweet Chai and Spicy Masala, all vegan and gluten-free
Jayspent 18 months on a list. Thousands of names. Influencers with follower counts that looked like phone numbers. He was going to launch his grandmother's popcorn the right way: send free bags, wait for posts, pray for traction. That's the playbook, right? That's what you do when you're a nobody selling something nobody asked for.
Then one interaction made him snap. The entitlement. The self-importance. The way some food blogger treated his family's recipe like a favour they were doing him. He looked at his spreadsheet. Closed it. Picked up his phone and decided to burn it all down.
Now he makes videos mocking the same people he was going to beg for help. Influencers weeping over the wrong luxury car. Creators demanding payment for chewing food on camera. Someone having a breakdown about ice cubes. And guess what? The internet ate it up. His popcorn keeps selling out. And from Gujarat, his grandmother's 60-year-old recipe is now moving units because her grandson got mad enough to be funny about it.
Jay’s grandma’s popcorn from Gujarat is now selling out everywhere Instagram/daadisnacks
The kitchen story
Daadi means grandmother in Hindi. Jay's daadi came to America from Gujarat decades ago. Every weekend, she made popcorn with the spices she grew up with, including cardamom, cinnamon, and chilli mixes. It was her way of keeping home close while living somewhere that didn't taste like it.
Jay wanted that in stores. Wanted brown faces in the snack aisle. It didn’t happen overnight. It took a couple of years to get from a family recipe to something they could actually sell. Everyone pitched in, including his grandmom, uncle, mum. The spices come from small local farmers. There are just two flavours for now, Sweet Chai and Spicy Masala. It’s all vegan and gluten-free, packed in bright bags that instantly feel South Asian.
The videos don't look like marketing. They look like someone venting at 11 PM after scrolling too long. He nails the nasal influencer voice. The fake sympathy. “I can’t believe this,” he says in that exaggerated influencer tone, “they gave me the cheaper car, only eighty grand instead of one-twenty.” That clip alone blew up, pulling in close to nine million views.
Most people don't know they're watching a snack brand. They think it's social commentary. Jay never calls himself an influencer. He says he’s a creator, period. There’s a difference, and he makes sure people know it. His TikTok has around three hundred thousand followers, Instagram about half that. The comments read like a sigh of relief, people fed up with fake polish, finally hearing someone say what everyone else was thinking.
This fits into something called deinfluencing; people pushing back against the buy-everything-trust-nobody cycle. But Jay's version has teeth. He's naming names, calling out the economics. Big venture money flows to chains with good lighting. Family businesses with actual stories get ignored because their content isn't slick enough.
Jay watched his New York neighbourhood change. Chains moved in. Influencers posted about places that had funding and were aesthetic. The old spots, the family ones, got left behind. His videos are about that gap. The erosion of local culture by money and aesthetics.
"Big chains and VC-funded businesses are promoted at the expense of local ones," he said. His content doesn't just roast influencers. It promotes other small food makers who can't afford to play the game. He positions Daadi as a defender of something real against something plastic.
And it's working. Not just philosophically. Financially. The videos drive traffic. People click through, try the popcorn, come back. The company can't keep stock. That's the proof.
Daadi popcorn features authentic Gujarat flavours like Sweet Chai and Spicy Masala, all vegan and gluten-free Daadi Snacks
The blowback
People unfollow because they think he's too harsh. Jay's take: "I would argue I need to be meaner."
In May, he posted that he's not chasing content creation money like most people at his follower count. "I post to speak my mind and help my family's snack biz." That's a different model. Most brands pay influencers to make everything look perfect. They chase viral polish, and Jay does the opposite. In fact, he weaponises rawness and treats criticism like a product feature.
The internet mostly backs him. Reddit threads light up with support. One commenter was "toxic influencers choking on their matcha lattes searching their Balenciaga bags." Another: "Influencers are boring and unoriginal and can get bent." The anger is shared. Jay simply gave it a microphone and a snack to buy.
Jay's success says something about where things are going. People are done with curated perfection. They can smell the artificiality now. They respond to brands that feel like humans rather than committees. Daadi doesn't sell aspiration. Doesn't sell a lifestyle. Sells popcorn and a point of view.
The quality matters, including the spices, the sourcing, and the family behind it. But the edge matters too. He’s not afraid to say what most brands tiptoe around. “We just show who we are,” Jay says. “No pretending, no gloss. People can feel that and that’s when they reach for the popcorn.”
Most small businesses can't afford to play the traditional game. Can't pay influencers. Can't hire agencies. Can't fake their way into feeds. Maybe they don't need to. Maybe honesty and humour can cut through if they're sharp enough. If the product backs it up. If the story is real and the person telling it isn't trying to sound like a PR script.
This started with a list Jay didn't use. The business took off the moment he stopped trying to play by the usual rules and started speaking his mind. Turns out, honesty sells. And yes, the popcorn really does taste good.
Daadi Snacks merch dropInstagram/daadisnacks
The question is whether this scales. Whether other small businesses watch this and realise they don't need to beg for attention from people who don't care. Right now, Daadi keeps selling out. People keep watching. The grandmother's recipe that was supposed to need influencer approval is doing fine without it. Better than fine. Turns out the most effective marketing strategy might just be giving a damn and not being afraid to show it.
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