Indian higher education today stands at a critical turning point — transformative, dynamic, ambitious, yet deeply conflicted. Over the past three decades, universities have evolved from quiet centres of learning into highly competitive ecosystems battling for visibility, rankings, admissions and relevance. The change is not merely institutional. It reflects a wider shift in society, youth culture and national aspirations.

There was a time when students chose universities for the strength of academics, discipline, faculty, placements, sports facilities, hostel culture and intellectual atmosphere. Campuses were alive with debates, theatre, literary societies, student elections, NSS camps, innovation projects and cultural festivals. Students themselves generated the spirit of the university.

Institutions were not merely degree-distributing centres. They were spaces where personalities evolved, confidence was built, values were shaped and futures were imagined.

Every student carried a different dream — to become a scientist, teacher, entrepreneur, civil servant, engineer, doctor, researcher or social leader. Universities existed to nurture these aspirations and create responsible citizens.

The rise of the ‘visibility culture’

The emergence of Gen Z and the explosion of social media have dramatically altered how students perceive campus life. In today’s digital-first environment, visibility often matters more than depth. Reels, influencers, celebrity appearances, aesthetic campuses and viral content increasingly shape institutional reputation.

For many students, the first interaction with a university is no longer through its research profile or academic achievements, but through Instagram highlights of concerts, celebrity nights, influencer collaborations and glamorous events.

Universities, too, have adapted to this trend.

Across India, institutions are spending enormous amounts on Bollywood and Pollywood stars, music festivals, social media campaigns and large-scale entertainment events to attract admissions in an intensely competitive education market. Education, in many places, is gradually being marketed like a lifestyle brand.

Cultural activities undoubtedly have value. Young people deserve celebration, creativity, exposure and memorable campus experiences. Music, arts, sports and social engagement remain essential dimensions of holistic education.

The problem begins when entertainment starts overshadowing education itself.

When glamour becomes the selling point

A worrying trend is emerging across campuses: universities competing more on celebrity appearances than academic excellence, more on social media engagement than research output and more on visual branding than intellectual depth.

This imbalance deserves serious reflection.

One of the most painful realities of our time is that a celebrity concert often attracts greater enthusiasm than a lecture by a Nobel Laureate, scientist, entrepreneur or distinguished educationist. Intellectual achievement is increasingly struggling to compete with instant entertainment.

This does not mean students lack ambition or seriousness. Across India, countless young minds remain deeply committed to research, innovation, startups, scientific inquiry and meaningful careers. But their voices are often drowned in a system driven by marketing optics and entertainment-led attraction.

Understanding the new generation

Blaming students alone would be unfair and simplistic.

Today’s youth are growing up in a hyper-digital ecosystem shaped by algorithms, constant comparison, influencer culture and the pressure of online validation. Their expectations, attention spans and social behaviours are naturally evolving.

Institutions cannot completely ignore this reality. Universities must remain modern, vibrant and student-friendly. They must understand changing aspirations and engage with young people in contemporary ways.

But adaptation should not mean surrender.

A university cannot become merely an entertainment arena where glamour replaces intellectual growth. Higher education has a far deeper purpose. It is where critical thinking develops, leadership emerges, ethical understanding matures and research ecosystems take shape.

A nation’s future is ultimately shaped not by viral campus videos, but by the quality of its thinkers, innovators and institutions.

India’s knowledge dream needs strong foundations

India today aspires to become a global knowledge superpower. The country speaks confidently about Artificial Intelligence, deep-tech innovation, startups, advanced research and a “Viksit Bharat”.

These ambitions demand more than attractive campuses and celebrity-driven branding.

The nation needs disciplined researchers, ethical professionals, emotionally resilient youth, thoughtful innovators and socially responsible citizens. Such individuals are not produced through spectacle alone. They emerge from classrooms, laboratories, libraries, mentorship, research culture and rigorous intellectual engagement.

This is where balance becomes essential.

Campuses should certainly remain energetic, creative and culturally rich. But equal emphasis must return to reading habits, scientific thinking, innovation, entrepreneurship, ethics, mentorship and value-based education.

Students, too, must ask themselves an important question before selecting an institution:

“Am I choosing a university for temporary excitement, or for the person I want to become?”

A celebrity may entertain for a night. A great teacher can influence an entire lifetime.

Reclaiming the soul of higher education

The challenge before India is not to reject modern youth culture, but to guide it wisely. Universities must engage with changing times without abandoning their intellectual foundations.

The original soul of higher education must not disappear in the race for visibility and admissions.

India’s future will not be built merely through glamorous campuses or viral social media moments. It will be built through ideas, research, innovation, character, discipline and students who continue to believe that education is more than entertainment.

Universities must once again become centres of wisdom — not merely centres of attraction.

The writer is Vice Chancellor of Desh Bhagat University