I don't know how many of you have noticed this, but these days, no one talks about academic achievers. All you see in the news and media is hype around the 'Vadapav girl,' 'Dolly Chaiwala,' 'Kulhad Pizza girl,' some YouTuber, Bigg Boss contestants, and so on. If you treat them as celebrities, every kid will aspire to be like them because they see what is being recognized and celebrated as important.
The previous generation saw IIT AIR 1 holders & boards toppers being celebrated. Nowadays, you hardly see anyone talking about the achievements of scientists, astronauts, or doctors. Naturally, kids will aspire to become what they see being acknowledged and glorified.