In last few years, its been observed that popularity of South Indian cinema has increased significantly in Northern part of the country. Tamil, Telugu and Kannada movies are giving tough competition to Bollywood movies and stars like Prabhas, Allu Arjun, Yash and many more have become household names in the Hindi speaking regions.

In a recent interview with India Today, actor Sharad Kelkar expressed his concern that one day, Bollywood might loose its identity and get overshadowed by Southern cinema. He stated, "I am scared that it (South cinema) might overshadow Bollywood. We are forgetting our roots here. We are too much into a different zone altogether. There are a lot of different subjects. But the expectations of people from Hindi films are Bollywood masala films. Such masala films are not being made."

The actor shared that Bollywood needs to deliver some well made masala entertainers for fans. He said, "And in Covid-19 times, people are watching a lot of content on OTT platforms. So, (for them) to watch something different, we have to give them something different. More massy and more commercial, more entertaining and larger than life."