New Delhi, Sept. 23 -- Select Bollywood stars including Aamir Khan, Ranbir Kapoor, Saif Khan and Akshaye Khanna are not on social media and you would think that would pose a challenge for marketing campaigns of their film releases and in securing brand deals. However, some experts say celebrities remain culturally relevant even without a personal social media feed.

While the absence helps preserve a degree of mystique that can benefit certain brands, the marketing playbook shifts to borrowed influence via interviews, fan communities, television and increasingly, creator-led amplification. These strategies are likely to be crucial, especially for big titles like Kapoor's Ramayana, which is slated for a Diwali weekend release.

"A film doe...