Beyond Bollywood: The dark side of PR and its impact on celebrities

Public relations campaigns are essential in the entertainment industry. In Bollywood, as in Hollywood, they are often used to promote movies, stars, and production houses. However, when misused, PR can become a tool for damaging reputations, transforming from a means of promotion to a weapon for manipulation. Understanding the mechanisms of such campaigns highlights their far-reaching consequences.

When PR Becomes a Weapon

While PR campaigns aim to create a positive public image, they can turn insidious when they veer into disinformation. These campaigns are not random but carefully orchestrated, often tied to specific agendas, and rely on unsuspecting individuals to amplify misleading narratives. This darker side of PR has surfaced globally, raising questions for Bollywood and other entertainment industries: How can we recognize and resist these harmful practices?

“Public relations holds dual power — the ability to elevate individuals and brands to greatness or to tear them down with the same force,” admits Bollywood’s only PR guru and crisis management expert, Dale Bhagwagar.

What Makes Dale Bhagwagar the Most Trusted Publicist in Bollywood

Dale Bhagwagar, celebrated as the ‘Father of Bollywood PR,’ is India’s most influential and ethical publicist, with nearly three decades of experience in public relations. He started India’s first Bollywood PR agency in the entertainment film industry, managing over 300 celebrities over the years, including Hrithik Roshan, Shilpa Shetty, and Priyanka Chopra, along with iconic films like the Shah Rukh Khan-starrer Don and Farhan Akhtar-starrer Rock On!!.

Renowned for his strategic PR brilliance, he handled global media during Shilpa Shetty’s Celebrity Big Brother victory amidst racial controversies. Known for creating internet stars and revitalizing careers, his Bollywood PR agency, Dale Bhagwagar Media Group, combines innovation and integrity to set the gold standard in PR in India. This championing of free expression and ethical media practices has made Dale Bhagwagar the most trusted publicist in Bollywood.

Preserving the essence of creative expression

The top entertainment publicist points out that in the entertainment world, ethical PR campaigns can inspire and empower, while manipulative tactics can cause irreparable harm. “The choice lies in how we wield this immense influence. By championing truth and integrity, we not only safeguard reputations but also preserve the very essence of creative expression.”

A Hollywood Case Study: Blake Lively’s Apparent Smear Campaign

A prominent example of PR being misused comes from Hollywood with ‘It Ends With Us’ actress Blake Lively. Apparently, after raising concerns about inappropriate behavior by her co-star and director during filming, she is said to have received assurances of safety and non-retaliation. However, as the film’s release neared, it has been speculated that those she accused grew fearful she might go public. They are said to have hired a crisis PR firm, not to promote the film, but to undermine her credibility.

As per the grapevine, the PR campaign was methodical, weaving truth and falsehoods to craft a narrative that portrayed Lively as unreliable and difficult. Positive stories about her accused co-star and director were said to have been amplified, while her old interviews were apparently taken out of context to paint her negatively. This deliberate approach could have ensured that any potential statements from her could be easily dismissed.

Blake Lively and Chhatrapati Shivaji Maharaj — WHAT! What’s the connection!?!

In light of this incident, Dale Bhagwagar draws comparisons between PR tactics and the guerrilla tactics used by legendary Maratha Indian warrior-king Chhatrapati Shivaji Maharaj in warfare. “When Shivaji faced armies much bigger and more powerful than his, he employed a very clever tactic — guerrilla warfare. His soldiers hid in the trees in jungles, attacked the enemy suddenly, and disappeared into the bushes again. This way, he broke the back of most of his enemies throughout his reign.”

Dale further explains, “See, if you don’t know where your enemy is, when and where it will strike, what tactics it will use, and where it will suddenly disappear only to re-attack out of the blue, you can’t defend yourself. That’s what many PRs do in contemporary times… use guerrilla PR tactics.”

“It’s something similar to what Blake Lively might have faced. To counter it, your crisis management should be better than that of any other existing PR agency or their tactics. So, you see, the art of PR has some instances drawn even from the art of war,” concludes the PR guru.

Bollywood’s Experience with Disinformation

Bollywood is no stranger to smear campaigns. High-profile stars and even producers and film journalists have faced deliberate attempts to tarnish their image, and lesser-known actors have been targeted to shift public focus. In an industry where public opinion can sway overnight and rumors spread rapidly, such campaigns can cause long-lasting damage to reputations and careers.

Tools of Disinformation Campaigns

Dale Bhagwagar remarks that “some of these unethical disinformation campaigns are successful because they operate on specific principles. The first is blurring the truth. These campaigns mix fact with fiction, creating a narrative that feels credible but misleads the audience. This should be avoided by publicists, unless there is an absolute and genuine requirement to whitewash certain narratives and create new ones for a greater good.”

The second, he says, is feedback loops. Rumors can gain traction among the public and are amplified by influential figures or platforms, further solidifying the false narrative. It is very easy for most top publicists, as some of them have stealth digital marketing people and SEO experts at their disposal. These are what trolls on X (formerly Twitter) sometimes refer to as PR armies or celebrity armies.

The third thing is unwitting agents. Ordinary individuals unknowingly share misleading information, helping campaigns gain wider reach, the publicist points out. So, people should think twice before sharing what they see on social media, WhatsApp, and elsewhere, he adds.

In Blake Lively’s case, this apparent tactic seems to have ensured that negative stories about her dominated discussions, overshadowing the allegations she had raised. Bollywood has seen similar patterns, where fabricated or twisted stories are used to discredit individuals.

Lessons for Bollywood and Beyond

The Blake Lively incident underscores the power of PR to shape and destroy reputations. For Bollywood, where public image often defines success, promoting ethical practices in public relations is crucial. Recognizing and resisting disinformation campaigns can safeguard both individual careers and the industry’s integrity.

Countering Disinformation

• Pause Before Sharing: Verifying the authenticity of information helps prevent the spread of misleading narratives.
• Context Matters: Even accurate details can be manipulated to serve false agendas when taken out of context.
• Demand Transparency: Both industry insiders and audiences should advocate for honesty and accountability in media campaigns.

The Path Forward for Bollywood PR

As Bollywood continues to grow on the global stage, it must lead by example in fostering ethical PR practices. Prioritizing truthful narratives and discouraging smear tactics can ensure that PR serves as a tool for positive storytelling rather than manipulation.

Public relations should be about building bridges and crafting inspiring stories. By upholding integrity, Bollywood can ensure its stars and stories shine for the right reasons.