How Bollywood PR has evolved over the last 25 years

As appeared on Medium

Original article link: https://medium.com/@bollywoodfeatures/how-bollywood-pr-has-evolved-over-the-last-25-years-a9adf7743453

Entertainment PR has evolved from straight-forward propaganda to notorious manipulative tactics. Anchal Sujanti takes you through the journey of Bollywood PR over the past 25 years, as she gives you insights about people and situations that gave shape to this current brand of public relations.

A few days ago, a journalist wrote a tweet criticizing PR professionals. “The role of PR machinery is to facilitate communication between journalists and corporates. But it seems PRs take a call on what stories to be pitched and to which paper. Sad!” she wrote. Her tweet generated some interest. However, the most significant response came from Bollywood publicist Dale Bhagwagar.

The Twitter screenshot.

In a shocking admission of the PR-state-of-affairs, he responded to the tweet, saying, “Role of PRs is not only to “facilitate.” It’s to convince, brainwash, manipulate journalists to agree; and influence public opinion using them, the same way scribes use PRs to source stories. Just as scribes have right to refuse, PRs can decide whom to pitch.” Woah! What a brutally honest answer! Dale went on to add a link of the legendary Bob Dylan song, ‘The Times Are A Changin’ to the tweet.

And who can forget those famous lines:

“Come writers and critics

Who prophesize with your pen

And keep your eyes wide

The chance won’t come again

And don’t speak too soon

For the wheel’s still in spin

And there’s no tellin’ who

That it’s namin’.

For the loser now

Will be later to win

For the times they are a-changin’.”

How relevant they still are to the changing times in journalism and PR. While admitting to the devilishly mischievous manipulative ways of PR specialists, Dale knew exactly what he was talking about. After all, he has been one of the Indian entertainment PR industry’s most significant agent of change. Which is why, it is impossible to sum up how Bollywood PR has evolved in the last 25 years, without understanding the phenomenon he created for the profession.

His ways, good and manipulative, brought about a paradigm shift which benefits all PR professionals in this day and age. Over the years, the publicist has handled PR for more than two hundred actors including names such as Hrithik Roshan, Govinda, Shilpa Shetty, Priyanka Chopra, Vivek Oberoi and movies including Don and Rock On!!, apart from various contestants of India’s biggest reality show Bigg Boss. He also handled publicity for Shilpa Shetty during the time she participated in and won the worlds №1 reality television show Celebrity Big Brother in the United Kingdom.

In the testimonials section of his website, you can find some of the who’s who of mainstream media praising him. Sudhir Chaudhary has called him “a very good publicist,” while Prabhu Chawla has termed him “one of the most efficient PRs in Bollywood.” The most controversial publicist of the world Max Clifford, has described him as “the best PR to go to in India,” while Shobhaa De has called him “an on-the-ball (well-informed) publicist.” What’s more! There are some words of praise even from media magnate Vineet Jain, the Managing Director of Times Group, saying, “You have done a remarkable job for Shilpa Shetty.”

The PR giants

Research reveals, a little before the 90s there were some PR greats who ruled the roost in Indian film industry. These included stalwarts such as Bunny Reuben, Gopal Pandey, Hilla Sethna, RR Pathak, Raju Kariya, Rajendra Rao, Keshav Rai, Arun-Gaja and Ajit Ghosh.

Bollywood PRs of the 90s: Gopal Pandey, Peter Martis, Indermohan Pannu, Alok Mathur, Neelam Guupta, Shahid, Parag Desai, Dale Bhagwagar, Wasim Siddique, Pritam Sharma and others.

Currently, apart from Dale, there are some great individual PRs and independent PR agencies doing amazing work in the entertainment media. There are prominent agencies like Prabhat Choudhary’s Spice PR, Rohini Iyer’s Raindrop Media, Parag Desai’s Universal Communications, Anusha Srinivasan Iyer’s Naarad PR & Image Strategists, Nilufer Qureshi’s Hype, Parul Chawla’s Picture N Kraft, Himanshu Jhunjhunwala’s Dwapar, Dolly Bhattar’s Brand N Buzz, Neelam Guupta’s NR2 — The Image Engineers, Vipul Sipani’s Media Monster, well-known names including Parull Gossain, Prashant Golecha and Pritam Sharma, and digital PR agency Everymedia.

Change is constant

But the industry scenario was very different in the nineties compared to how it is now. There was no online media back then. India’s №1 Bollywood trade analyst, Taran Adarsh reminisces, “I remember when I used to work in Trade Guide in the 80s, PRs used to send the news handwritten on paper or on a typewriter. They would invite journalists to mahurats, shootings and even at song recordings. It used to be a long process back then. The media was not so widespread, and only 20–30 journalists would be there at press screenings.”

“We had Bunny Reuben and Gopal Pandey as PRs in the early days. Now we have a new breed of publicists who know how to create a buzz. I would not like to go into names, but they are young and bright minds, who know how to use technology really well,” adds Adarsh, who is one of the greatest forces to reckon with in Bollywood journalism since decades.

More Bollywood PRs of the 90s: Ajit Ghosh, RR Pathak, Hilla Sethna, Rajendra Rao, Raju Kariya, Keshav Rai, Dale Bhagwagar, Parag Desai, Susheel Sharma and others.

Veteran journalist-cum-publicist Indermohan Pannu echoes, “In the 90s, we had no emails or WhatsApp and sometimes press releases would be accompanied by handwritten request notes from PRs. It used to be a tedious job. Box-office collections from across the country used to be sent via telegrams. Couriers were also not well-serviced at that time. PRs used to get press releases typed, xeroxed and couriered in the hundreds along with multiple photographs. All of this was very time-consuming.”

He adds, “There were no channels dedicated to Bollywood and only a few publications were there. Many newspapers did not have dedicated sections or supplements for Bollywood news. I remember that Navbharat Times used to carry film news only on Fridays, while The Times Of India waited to carry the film reviews on Sundays.”

“In the olden times, there were PRs like Bunny Reuben who used to handle the publicity for actors like Raj Kapoor. It used to be a relation-based industry and artistes used to keep PRs on retainer with fixed salaries for long. When technology came in, many PRs could not adapt and stopped getting work. Some of the huge names who had been in the profession for decades, disappeared from the scene within 5–6 years. PR agencies, including corporate firms, came into the picture. Technology is the key, which Dale Bhagwagar has been using most extensively over the years,” concludes Pannu.

The paradigm shift

“Beginning in PR around mid-nineties, Dale brought more respect to the profession as he emerged as one of the classiest to deal with. He had that spark in him to bring about change in the way business was carried in the profession. Though at that time, not many would have predicted his rise,” says senior journalist and eminent author Chaitanya Padukone, who has been in entertainment journalism for over three decades.

A little more probing and internet research about the changes Dale has brought to the profession, and a clearer picture emerges. Apart from his PR press releases and handouts to journalists being in impeccable English, Dale also insisted that all his clients sign legal agreements. In those days, Bollywood deals worked more-or-less on word-of-mouth, and PR agreements were almost unheard of. So he began convincing his PR clients for agreements on his agency letterheads, and then moved on to legal agreements.

He also introduced the practice of monthly advance payments to the profession, in order to safeguard himself and others. At a time when all content, including images, was sent on paper, he was the first publicist in the industry to adopt to email. He goaded journalists to check their mails regularly, so that they wouldn’t miss out on the latest content, along with high-resolution pictures he sent. He began writing PR columns in film trade magazines. Dale also became the first PR in the entertainment industry to adapt to the web, launching the world’s first free of copyright website then, which was inaugurated by none other than the veteran PR Bunny Reuben.

Entertainment PR industry veteran Bunny Reuben at the inauguration of publicist Dale Bhagwagar’s PR agency website.

“Dale’s constant focus on change has resulted in him being leagues ahead of many. PR practices he brought to the profession then, have now become the norm. He is one of the longest surviving PRs in Bollywood, and still sets the agenda on how PR evolves in the industry, by talking about it on PR websites, television channels, social media, in various colleges, PR forums, blogs, etc,” points out public affairs consultant Rahul Jain, who has worked in corporate PR agencies Perfect Relations, Edelman and Avian Media.

Futuristic, the buzzword

Vipul Sipani, a social media expert and the founder of Media Monster, one of Bollywood’s leading media agencies says, “Since the last few decades, all PRs have been trying to adopt to changing times. But no one had understood the need for future generations of publicists like Dale has. Just look at his Google presence and you will understand what I am saying.”

A few years ago, Dale began addressing the media as a spokesperson to all his clients whenever they would fall into controversy He even went out of his way to take time to train gen next by giving multiple guest lecturers to mass communication students on journalism and PR.

He is also the only celebrity publicist who has been quoted in every prominent newspaper and television channel in India, as also in various international media outlets such as BBC, CNN, The New York Times, Sky News and The Washington Post. As a matter of fact, he has been quoted in as many as thirty countries, which places him amongst the ranks of the most talked-about and extensively-quoted film publicists in the world.

Innovation rocks

Meanwhile, there is another major shift in media due to the prominence of social media. Fenil Seta, an accomplished journalist and upcoming filmmaker feels, “The workload for PRs has definitely increased. But PRs have become more creative. They don’t want a film to have the usual formula kind of promotions. Now they bring ideas and strategies which are customized for specific projects.”

He goes on to give examples of Ranveer Singh visiting a naval ship during the marketing of Simmba, and the promotions of Shah Rukh Khan’s Zero which took place at a venue that was made to resemble Meerut, replete with a paan shop, jalebi stall etc. “The visuals and pictures of these are shared by the attendees and the novelty factor helps this content to trend online and get talked about,” remarks Seta.

The internet of things

“There has been one more change in the approach of PRs. Compared to the traditional print media, many publicists have begun focusing more on web media as they are giving more and more importance to the archive value of news,” says Vipul Sipani.

“Nowadays, there is a media blitz and PRs rely more on sensationalism and controversy to hype their clients, like the #MeToo campaign,” remarks Chaitanya Padukone.

Freelance journalist Noyon Jyoti Parasara, who has also worked with The Times of India’s leading tabloid Mumbai Mirror admits, “We are fast moving from print and radio towards television and internet mediums. PRs are also changing tactics in the emerging scenario. The media boom has created a situation where there is so much to do, and we are falling short.”

When spin sucks

Parasara points out that though Dale was the first publicist to target web media, he has been taking too many risks. On probing more, we find out a dark side of Dale. Turns out, he is not only known for positive developments in the media, but also notoriously famous for beginning the practice of PRs cutting off their clients’ direct access to journalists. “After Dale began handling scandals and controversies for his clients, he asked them not to speak directly to journalists and editors. He is said to have even added restrictive clauses in his PR agreements, stating that he would be a ‘one-stop contact point’ between actors and media. This kind of manipulative PR control hardly happened before he came in prominence,” reveals Parasara.

True! An article on the net describes an instance when Dale came under heavy criticism from industry folks like Mahesh Bhatt, Konkana Sen Sharma and Anupam Kher. The reason — he got portions of a film review changed on a website, just because he felt the reviewer was unkind to one of his clients. Though journalists snarl at such PR censorship, Dale’s clients seem to love the hand-holding and big-daddy approach.

He is also accused of ‘prioritizing’ media to ‘selectively’ release photo-shoot images of his clients. On condition of anonymity, a veteran journalist divulges that “a decade ago, Dale began giving access to photographic content only to his friends in media and only those publications and websites who would let him have control over their stories. His reasoning was that journalists could create written content without his support, but they would have to come to him if he choked the supply of photographic content. Of course, that approach hardly works today, as journalists can easily pick up content from the net.”

“His worst arm-twisting tactics for journalists were when he would sometimes insist on copy approvals (going through journalist’s stories before they appeared in print) and even the practice of offering new controversies to journalists in return for killing certain stories on his PR clients,” discloses the source.

The source exposes the publicist further, stating, “he also has stealth means of news distribution, and even has some journalist friends double up as his spies in media. Plus, he has tied up with a few upcoming PRs to plug and plant content for him. In fact, he has even pompously admitted to such guerrilla PR tactics on his Facebook and blog.”

Finding morality in spin!

But how is that even possible? The source explains, “Dale does not have any dearth of new PR people willing to toe his line, as he has guided and mentored many of them through his lectures at colleges. Some of his students even work in other PR agencies, but stay in touch with him and respect him for training them. And he uses their connect for his gain.”

With such a network in place, Dale may have enough influence to plug and plant stories or even spread rumours in the film industry to benefit his PR clients. The strange part is, this PR does a balancing act between morality and spin.

As publicist Rahul Jain puts it, “Dale has always talked about journalistic and PR ethics in most of his interviews. And inspite of his PR maneuvers, no one has doubted his moral values and integrity. Since he is a loyalist to his friends and a master of words, he can well juggle these topics.”

Great PR is now about control

Meanwhile, times continue to change. The use of smartphones is increasing and gen Z wants everything easy and fast. Social media helps in doing so, by providing breaking news within seconds. To quote Mumbai’s leading social media specialist Sampath Iyenger, “It’s important for an entertainment industry person to have a website, a Twitter account, an Instagram account and also a Facebook account and Page, all managed professionally, with posts at regular intervals.”

World in your hands

Digital PR expert and founder director of Sarvashreshtha Solutions, Mayura Amarkant has some interesting insight. “Just travel in a city local train and observe how the poorest person carries a smartphone and watches content on the internet. There is a constant fight for eyeballs among apps, social media platforms, and independent entertainment avenues. Gaming has also taken over the screen time.”

She makes it a point to add, “With screens getting smaller and each individual having their own handheld device, the challenges in the entertainment PR industry are getting bigger.” In the past, Amarkant has been the Head of Communication Management at the high-profile Whistling Woods International — School of Media & Communication located at Filmcity, Mumbai. She is also a National Award Winner as Woman Business Leader in Digital Marketing and PR.

But new-age filmmaker and freelance journalist Prashen Kyawal feels that the increasing use of online media has made us complacent and careless. “The time saved due to digitalization should have been used more in quality writing and editing, but that’s not happening! Also, the respect and grace associated with television journalism has been nose-diving because of too many media portals competing for the same celebrity’s bytes.”

Sampath Iyengar notes, “The moment somebody does a web search on an entertainment industry person, all the relevant stuff should come up — for example, one’s personal website, Wikipedia page, IMDB page, Facebook, Twitter, Instagram accounts, and most importantly, news features on prominent Bollywood websites. The main point is that the sources of information should be authentic and reliable. Industry people should also have a good Search Engine Optimization (SEO) team in place to manage web content.”

Is print media really dying?

Whenever one talks about changes in media, we often gets to hear the line ‘Print media is dying’. So is that really true? “Not at all,” says Fenil Seta. “Print media is still as relevant as before. Newspapers still have a wide reach. Morning newspapers are a habit, and that won’t go away so easily. It’s like saying restaurants have become irrelevant, because online delivery apps have entered our market.”

While Vipul Sipani and Prashen Kyawal agree with Seta, they feel that print media may not survive beyond 15–20 years. They observe that since the youth finds newspaper reading quite an effort, they will soon depend only on electronic gadgets for all of their news.

The last word

Taran Adarsh who has shifted to digital media, sums it up. “The biggest advantage of online media is speed. You can get the latest news instantly, that too on your phones. Videos and pictures can also be uploaded from anywhere and have a global reach. We are in an age where ‘information drives business’. What more can one ask for.”

Does numerology work in Bollywood?

“When luck favours, numerology fails. But strange thing is, luck favours the ones who don’t depend on it. So now, where does that leave numerology! In short, there is no need to fiddle with your name’s spelling. Because that may only make the numerologist feel lucky.” -Dale Bhagwagar

PR Quotes

“From what a PR gets, he might make a living. But from what a PR gives, he might make a life.” -Dale Bhagwagar

 “There is no such thing as bad publicity except your own obituary.” -Brendan Behan

“We are living in a world where perception is reality.” -Dale Bhagwagar

“Regardless of how you feel inside, always try to look like a winner. Even if you are behind, a sustained look of control and confidence can give you a mental edge that results in victory.” -Arthur Ashe

“The key to a great story is not who, or what, or when, but why.” -Tomorrow Never Dies

“Good publicity is good. Bad publicity is better. Ugly publicity is the best… because it travels the fastest and hits the hardest. The worst of all is no publicity.” -Dale Bhagwagar

“There is no news like bad news.” -Tomorrow Never Dies

“Men are haunted by the vastness of eternity and so we ask ourselves, will our actions echo across the centuries? Will strangers hear our names long after we’re gone and wonder who we were? How bravely we fought, how fiercely we loved…” -Opening sequence of Troy

“Immortality is the recollection one leaves.” -Napoléon Bonaparte

“What happens when you don’t publicize.” “Nothing.” -Dale Bhagwagar

“If you wish in this world to advance your merits you’re bound to enhance; you must stir it and stump it, and blow your own trumpet, or, trust me, you haven’t a chance.” -William S. Gilbert

“PR is an intriguing mind game in a media minefield. But with the kind of reach a PR has, it becomes extremely important to keep PR ethics in mind while executing promotional strategies and branding brands. Otherwise, a PR can end up misleading society and causing havoc.” -Dale Bhagwagar

“Publicity is a great purifier because it sets in action the forces of public opinion, and public opinion controls the courses of the nation.” -Charles Evans Hughes

“It is insight into human nature that is the key to the communicator’s skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen.” -William Bernbach

“Networking is a daily commitment, not a monthly ritual.” -Dale Bhagwagar

“PR means telling the truth and working ethically – even when all the media want is headlines and all the public wants is scapegoats. Public relations fails when there is no integrity.” -Viv Segal

“Visibility is one of the biggest determinants of celebrity, and certainly the poll list reflects that the most popular girls are those who are the most famous.” -FHM editor Neil Bierbaum, speaking about the FHM 100 Sexiest Women in the World poll.

“While industrialists make products in the factory, many brands are created in the minds of PRs.” -Dale Bhagwagar

“The stroke of the whip maketh marks in the flesh; but the stroke of the tongue breaketh the bones.” -Ecclesiastes

“Some are born great, some achieve greatness, and some hire public relations officers.” -Daniel J. Boorstin

“When I ask myself the question: ‘Who is my favourite client?’ Most of the time, my mind answers: ‘The next one’.” -Dale Bhagwagar

“An image is not simply a trademark, a design, a slogan or an easily remembered picture. It is a studiously crafted personality profile of an individual, institution, corporation, product or service.” -Daniel J. Boorstin

“I’m a manipulator. It’s my job.” -Dale Bhagwagar

“You’ve got to find some way of saying it without saying it.” -Duke Ellington

“If a PR person lies to a reporter, he lies to one person. If a reporter lies, he lies to thousands, even lakhs. This simple thought should increase the responsibility of every PR to stand by ethics and truth.” -Dale Bhagwagar

“Whoever controls the media, controls the mind.” -Jim Morrison

“Protection and crisis management are gaining more importance in the PR profession than image-building and publicity.” -Dale Bhagwagar

“Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does.” -Steuart Henderson Britt

“PR is a very complicated and scheming world today. And not many in the profession itself; have fully understood its tentacles.” -Dale Bhagwagar

“At the end of the day, ‘people buy people’. So spending time on your personal brand will pay dividends for years to come.” -Lesley Everett

“Live a bit in the present and a bit in the future, because the past is just like a newspaper. It loses its value next morning.” -Dale Bhagwagar

#BeEqual #StayEqual #SayNoToWomensDay

Please do NOT wish ladies Happy Women’s Day and stuff like that. Because if you do, you could be endorsing the notion that women are different or unequal, and need special days or preferential treatment to celebrate womanhood. Please treat all humans as equal. -Dale Bhagwagar #BeEqual #StayEqual #SayNoToWomensDay

‘Feminism’ is bad for women, feels Bollywood publicist Dale Bhagwagar

As appeared on Urban Asian

Original article: https://urbanasian.com/whats-happenin/2017/03/feminism-is-bad-for-women-feels-bollywood-publicist-dale-bhagwagar/

“Being a PR guy talking about ‘feminism’, may seem as if I am siding with some of my controversial hoity-toity Bollywood clients. However, I feel that people from the Indian film industry often objectify the word,” says Bollywood PR guru Dale Bhagwagar who has been a publicist to some of the grittiest female celebrities.

As a Bollywood public relations professional and a spokesperson to many celebrities, over the years you’ve worked with several female clients who have been scrutinized by the media in one way or the other. What was your journey like, working with women in the spotlight?

Luckily, I have had a chance to work with some of the boldest and strongest ladies in the industry. I don’t know why they have an affinity towards me, but over time, mostly all my PR clients have blindly trusted me while I have been in charge of their brands and images. And that’s something I really feel proud about. Of course, my PR clients hire me for publicity, hype and crisis management… but I have always told them to follow their hearts. And you know what? The media automatically loves stars who do things from their heart.

Yes, we feel that is how Shilpa Shetty won Celebrity Big Brother in the UK while you were handling the media for her in the outside world.

I worked with her for almost seven years, and found her to be one of the most genuine persons in Bollywood. Apart from being a good actress, she has always been a compassionate human being. And all that goodness worked for her magically on the reality show. See, on a show like Big Brother where cameras follow you 24×7, one can’t follow a PR strategy or have a plan. Because it could all go for a toss there. The best plan is to be your real self and if one is a good person, that comes across on TV. But then, Shilpa is much more than just a good person. She is also a fighter and that stood her in great stead on the show. Apart from winning it, she emerged an international icon against racism — a kind of unique brand for the whole world to look up to.

Aha! Love the way you describe it. You also handled the PR for Priyanka Chopra in her initial days as an actress. Didn’t you?

Yes, I found Priyanka an extremely focused and professional person. After she became Miss World, during her initial days in Bollywood, she faced a lot of controversies and it was interestingly challenging for me to handle her media work for around two years.



You’ve had several instances where your female clients were subject to false rumors and defamation. How easy or difficult is it for publicists to control such rumors about women when compared to male clients?

I’ve worked with a lot of male artists too, like Hrithik Roshan, Randeep Hooda, Govinda, Vivek Oberoi and even with the evergreen legend Dev Anand; a charmer of women even in his eighties. But let me be brutally honest with you. Handling the media for a female artist is much easier than publicizing with a male artist. Because the media is always more attracted towards the female form. Television media runs for footage, and the print and internet media laps up their pictures for news, web wallpapers or photo galleries. While I was looking after the PR for Shilpa Shetty, yesteryears Hollywood superstar Richard Gere planted pecks on her cheeks at an event, and the media went gaga over it terming the pecks as kisses. The news hit front page headlines and I had an amazing PR time encasing the hype for almost a month across all media platforms. I wonder if the media would have gone berserk like that if say, Angelina Jolie had planted pecks on an Indian male actor’s cheeks. Do you get the drift?

Yeah! Talking about hype, do you think Bollywood is frivolous about feminism?

Being a PR guy talking about ‘feminism‘, may seem as if I am siding with some of my controversial hoity-toity Bollywood clients. However, I feel that people from the Indian film industry often objectify even the word.

Any instances of women empowerment that you have dealt with, which stuck with you or taught you a life-lesson, if any?

Oh, there have been lots. Writer and filmmaker Vinta Nanda who has been one of my longest-running clients, has been a crusader when it comes to women empowerment. And I have had a lot of chances to work on social awareness projects with her. In fact, it wouldn’t be wrong to say that I am the only spin doctor from Bollywood who has managed loads of mileage for charity and social causes. I’ve publicized an annual conclave called Elevate dedicated to the uplift-ment of women, been part of the Jaag India Movement during Mumbai floods, The Village Project NGO, a short-film festival Vastav – The Reality, and a civil societies revolution movement Staying Alive. Plus, I’ve worked of the PR for projects of The Third Eye program in Mumbai; in partnership between the ‘Asian Centre for Entertainment Education’ (ACEE), India, and ‘Hollywood, Health and Society’ (HH&S), Norman Lear Centre, University of Southern California, Los Angeles, USA, and funded by The ‘Bill & Melinda Gates Foundation‘. All of these have centered around women and spearheaded by Ms Nanda. Apart from them, I’ve worked for Renuka Chaudhary’s (a former Union minister of State for Ministry of Women and Child Development in the Government of India) daughter, Poojita Chaudhary’s documentary Gender Bender. Also publicized Miss World Diana Hayden’s contribution to building homes in Los Angeles under a charity project called Power Women, Power Tools. And yes, apart from some thirty odd movies, I’ve handled the PR for Priety Zinta’s woman-oriented super-hit starrer Kya Kehna during the time I started out in my profession.

That’s quite a lot indeed. But you mentioned the words “spin doctor” while answering that. As a PR specialist, do you even need to spin for social causes.

Lol. I should admit, you are good at catching words!! Yes, I do spin for PR of social projects too. Thing is, the media wants spice all the time and social causes would be drab for them to publish if I wouldn’t highlight the glamorous aspects in them. So I do play with words to an extent, as long as its ethical and I’m not bluffing or crossing the line. I’m pretty old-school. I’ve been a journalist before turning PR. Ethics matter a lot to me even when I have to sensationalize news for the gossip hungry media.

According to you what reforms are necessary in India to achieve equality?

The biggest reform should be to first banish the word ‘feminism‘. In my opinion, there shouldn’t be anything like feminism at all. Because the very word brings a thought, not about distinction, but about differentiation — which makes it bad for women. It muddles up the whole concept of equality. Feminism represents the fight to be equal. But when women are equal to men, why do they need the subject of feminism. The more people talk and scream about feminism, the more they highlight inequality. Isn’t it? But if we still have to use the word with the meaning it was coined with, then I feel ‘feminism‘ should be talked about in the sense of something to be felt and realized — not something which needs to be spoken about town or asserted in media. According to me, a true feminist would be a person who realizes its essence without having to speak the word ever.

While majority victims in domestic cases are females, males who face the brunt of domestic violence are often ignored. What are your thoughts on this statement?

Sometimes females do misuse their gender and explore loopholes in law. I have been approached by a couple of actresses who wanted to go to the police station or send legal notices to guys to attract media attention. It’s a PR, PR, PR world and I am not averse to that kind of publicity. But I cross-question such actresses and investigate with my past journalistic instincts to find out if their case is genuine. If it is, I personally accompany them to the police station with the media in tow. But if their case is not genuine, I do not support them in PR and even discourage them from trying to derive publicity with fake news.

Apart from the ones you mentioned, which are the other strong women celebrities you have worked with?

That would be actress and fashion philanthropist Evelyn Sharma, actresses and title holders like Miss India InternationalPooja Batra, Miss India International Priya Gill, Gladrags MegaModel winner Rupali Suri, Miss India Universe Nikita Anand, Miss University World and Miss India Talent winner Kashmera Shah, Miss India Natasha Suri, Rakhi Sawant, Godwoman Radhe Maa whose PR I handle through work for her patrons Global Advertisers, Bigg Boss finalist Mandana Karimi, International chess master Dhyani Dave, Pakistani superstar Meera, filmmaker Kalpana Lajmi for whom I handled a very controversial event once, the late superstar Rajesh Khanna’s partner Anita Advani, actresses Nandana Sen, Sameera Reddy, Shamita Shetty, Divya Dutta, Neetu Chandra, Arjumman Mughal, Sambhavna Seth, Bidita Bag, Narmmadaa Ahuja, Rakul Preet, Soma Mangnaanii, Sherlyn Chopra, Sonali Raut, plus singers Anaida and Carlyto Mohini. These are undoubtedly some of the strongest women I have handled PR for. Am proud of them all.

Diana Lydia

Diana Lydia

WRITER

How Bollywood Celebs Can Save Themselves From Cobrapost-Like Sting Operations!

As appeared on Bollywood Couch

Original article link: https://www.bollywoodcouch.com/how-bollywood-celebs-can-save-themselves-from-cobrapost-like-sting-operations/

by Akshay Patil – February 22, 2019

Dale Bhagwagar

Controversies like Cobrapost stings dent celeb reputations. Celebs need to earn big bucks from time to time, to support their brand and lifestyle, and maintain their larger-than-life aura. Such controversies when unchecked, slow down business opportunities for celebs and that’s not a good thing, says Mumbai-based PR guru Dale Bhagwagar.

Cobrapost Sting

Even before the dust settles on the #MeToo movement in India, thanks to the Cobrapost stings, the film industry is once again in the dock. But recently, Bollywood’s only PR guru Dale Bhagwagar has put up a post on his Facebook, which actually makes for a fantastic case study on how celebrities can be vigilant and save themselves from sting operations.

Or even how they can hire a crisis management expert to boldly tackle or spin the situation in their favour after the sting, in a way that the stinger himself/herself gets exposed.

Stinging the sting

Here is what the public relations specialist has posted: “Got to know that most of these latest Cobrapost interviews doing the rounds, were actually done a year ago. They reminded me of an interesting incident. Four months ago, a girl claiming to be a budding actress befriended me on WhatsApp,” writes Dale who has handled the personal PR for top filmstars such as Hrithik Roshan, Shilpa Shetty, Priyanka Chopra, Vivek Oberoi, publicity for movies starring Amitabh Bachchan, Shah Rukh Khan, Sanjay Dutt, Anil Kapoor, Saif Ali Khan, Kareena Kapoor, Katrina Kaif and others, apart from PR for 20 scandalous contestants of India’s No. 1 reality show Bigg Boss.

Cobrapost Sting

Dale’s Facebook post describes the meeting with this so-called budding actress with some intriguing details. “We met over coffee at CCD (Cafe Coffee Day) in Oshiwara to discuss PR and proceeded for dinner at a nearby restaurant. In between our candid conversation about PR and the film industry, from the discussion and her body language, my sixth sense told me something was strange. She was encouraging me to talk and probing once in a while. Some of her choice of words were not those of an amateur or an upcoming actress. I suspected she was video recording me,” he writes.

Gotcha!

The Bollywood publicist elaborates, “So I casually glanced at her watch, dress buttons and accessories to check if there was any sting camera lens, but couldn’t spot any. I finally zeroed down on her handbag and specifically a metal emblem on it, but I still couldn’t spot any lens, as I was sitting at a metre’s distance from it. The handbag was kept at an angular position on the table. Just to make sure, on the pretext of admiring it, I leaned forward and subtly picked and moved it a bit.”

“As I did that, I marked her expression and reflexes. Flummoxed for a second, she immediately put the handbag back in exactly the same position with the same angle tilt. A few seconds later, she gave a stray look at it, as if to check it was facing the correct direction. The only thing she failed to realize was that my eyes were catching every nuance.”

Dale Bhagwagar

Playing the PR game

“But I did not let her know and went with the flow of the candid conversation. In fact, now I consciously kept it cool and spiced it up too. I even made up and exaggerated some statements… the kind we call ‘quotable quotes’ in journalism and PR. I also made sure that sat stylishly and smiled more than I normally do,” admits the Mumbai-based entertainment PR expert.

“But I’m still waiting for something like Cobrapost on me to come out somewhere. I do Crisis Management for actors in such situations. So it would be good fun for me to see how I deal with a similar situation on myself. #WhenDaleStungTheSting #BeingDale #GameOn #GoodFun #DaleHasEaglesEyes,” Dale concludes on Facebook.

Dale Bhagwagar

Celebs in the dock

For the record, the recent Cobrapost sting operation targeted 36 Bollywood celebrities. In an investigation dubbed Operation Karaoke, Cobrapost personnel are said to have posed as employees of a fictitious public relations agency, using aliases.

The sting operation revealed that actors Jackie Shroff, Vivek Oberoi, Sonu Sood, Shakti Kapoor, Mahima Chaudhry, Amisha Patel, Shreyas Talpade, Surendra Pal, Sambhavna Seth, Puneet Issar, Pankaj Dheer and his son Nikitin Dheer, and playback singers Kailash Kher, Mika Singh, Baba Sehgal and Abhijeet Bhattacharya were willing to post favourable messages on social media for political parties.

Bollywood stars

The list goes on

Other movie artistes on the list included Sunny Leone, Poonam Pandey, Rakhi Sawant, Aman Verma, Tisca Chopra, Deepshikha Nagpal, Akhilendra Mishra, Rohit Roy, Rahul Bhat, Salim Zaidi, Hiten Tejwani and spouse Gauri Pradhan, Koena Mitra, Evelyn Sharma, Minissha Lamba, comedians Raju Srivastava, Krushna Abhishek, Rajpal Yadav, Sunil Pal, Upasana Singh, Vijay Ishwarlal Pawar aka VIP and choreographer Ganesh Acharya.

Much ado about nothing

When we contacted Dale to ask if the targeted film celebrities should sue Cobrapost, his reply surprised us even more than the way he’d attentively caught the sting-in-progress.

Bollywood stars

“What Cobrapost has done is something any yellow journalism site would do. We can have an endless debate about breach of privacy, about media conning celebrities and making them scapegoats of their pre-planned agenda. But such desperate forms of journalism (if it can be called that) is not new and has happened a lot in America and Britain over the years. Some media outlets take undue liberties in the name of the freedom of the press,” remarks the top Bollywood publicist.

Having said that, he goes on to explain, “If we put emotions and the Cobrapost’s nationalistic spin aside, we will all realize that their videos have made much ado about nothing. Come to think of it, everyone, including political parties, need and indulge in aggressive marketing in today’s times.”

“They hire the best and topmost advertising, marketing and PR agencies to execute their strategies. And who better than popular celebrities to promote their agenda. It’s a cool thing and a done thing.” True that! After all, it’s a PR PR PR world.

Celebs unable to handle spin

“It’s just that Cobrapost seems to have scripted and edited stuff, and presented it as if it’s something jaw-dropping. It really isn’t. Cobrapost has given it a devious spin and our celebs seem to be struggling to manage this new crisis situation on their own,” analyses Dale.

Bollywood Collage

Guarding brand equity and business

“This Cobrapost controversy will disappear and die much faster than #MeToo, though part of the damage will linger, denting overall brand-value; just like #MeToo left an image-damaging trail,” he predicts. “Celebs need to earn big bucks from time to time, to support their brand and lifestyle, and maintain their larger-than-life aura. Such controversies when unchecked, slow down business opportunities for celebs and that’s not a good thing,” says Dale.

So what’s the way out of such situations for the future? “We can take a leaf out of Hollywood here. Like it happens in the West, Bollywood celebs need to cut off direct access outside their inner circle and let the professionals take over — managers, advertising personnel, marketers, social media experts, PR professionals, spokespersons, spin doctors and crisis management specialists. Actors need to focus on acting and earning, not on management.”

Dale feels “that’s the only way forward, if celebrities wish to keep their aura, image and brand intact in the fast-changing ruthless digital landscape. Otherwise, all this ruckus leads to an unnecessary loss of brand equity and business.”

Baby-face Aamir may age more gracefully than Salman and SRK, predicts Dale Bhagwagar

As appeared on Medium

https://medium.com/@bollywoodfeatures/baby-face-aamir-may-age-more-gracefully-than-salman-and-srk-predicts-dale-bhagwagar-ecc07ed8c44b

The Khans — Salman, Aamir and Shah Rukh — have been ruling the entertainment business since ages. They have been beating every list and have stayed in best form and at the top of their game since three decades now.

And though all of them have faced disasters last year with their movies Race 3, Thugs of Hindostan and Zero, “there is no chance they are gonna slow down anytime soon,” feels Bollywood’s only PR guru Dale Bhagwagar.

In fact, Dale says he is sure they will come up with “superb surprises and even more wonderful performances in the years to come.” When asked, how long does he think the audiences will patronize their brands, the Bollywood publicist says, “The one who manages to cater and appeal to the current school kids the most, should last the longest.”

And which Khan could that be? “Currently, its Aamir who seems to have that advantage. Though Salman’s craze is said to be more in the nook and corners of India, and SRK enjoys great popularity even abroad; its Aamir who understands PR and strategy better. So I won’t be surprised if the baby-faced Aamir lasts the longest.”

“Plus, having built much of his career on experimenting with roles and keeping that image intact film after film, he will be able to adapt better to change, and may even age more gracefully than many others in the industry,” analyses the Mumbai-based public relations expert. Whoa! That’s an interesting analysis indeed. Hai na?

And Aamir is now even expanding his market to China — the country with the highest population in the world. So yes, he has surely got his finger on the pulse of Gen Z.

Kajol article sparks Bollywood PR hoopla

As appeared on Medium

https://medium.com/@bollywoodfeatures/kajol-article-sparks-bollywood-pr-row-96c13f4f5415

Megastar Shah Rukh Khan and the ever-sizzling Kajol.

“Actress Kajol kick-started her career in the showbiz in the 90s when the PR machinery was not in force. In the 90s, it was all about how actors conducted themselves in front of the media without the help of any PRs,” says an article on Bollywood Bubble.

However, Bollywood’s only PR guru Dale Bhagwagar has reacted in disagreement. “It’s incorrect to say that strong PR didn’t exist in the 90s. I’ve myself handled more than a dozen clients at any given time during the 90s too,” he tweeted.

“Though Kajol is a diva, Bollywood Bubble seems to be bumbling with ignorance about entertainment PR,” laughs Dale, who has handled the media for Hrithik Roshan, Shilpa Shetty, Priyanka Chopra and films like Shah Rukh Khan-starrer Don and Farhan Akhtar-starrer Rock On!!, apart from being a crisis management specialist to umpteen Bigg Boss contestants over the years.

“During the 90’s, there have been great PRs such as Gopal Pandey, RR Pathak, Raju Kariya, Ajit Ghosh, Hilla Sethna, Keshav Rai, Harish Sharma, Susheel Sharma, Peter Martis, Parag Desai, Indermohan Pannu, Shahid Khan, Arun-Gaja and Rajendra Rao.”

Filmstar Kajol — a diva she is. (Image courtesy: Internet)

“They have planned elaborate publicity campaigns, advised and guided actors with image-building, have been an integral part of PR strategies, and wielded much more influence on media than most of the current publicists. I know, because I have been there,” says the publicist who started out in PR in the 90s and went on to become a trendsetter.

Dale is one of the few actively surviving Bollywood publicists of that time and still leads the PR brigade in innovation. A simple search with his name brings up thousands of web results. The PR expert points out that public relations existed in tinsel town much before the 90s. “Bollywood PR has been thriving since the days of Raj Kapoor, Dev Anand, Sunil Dutt and Dilip Kumar,” remarks Dale, who also handled personal PR for Dev Anand as well as his last film Chargesheet.

A file picture of Bollywood’s only PR guru Dale Bhagwagar with actor Dev Anand, PR Bunny Reuben, and with other prominent Bollywood publicists from the 90s and later. (Image courtesy: Twitter)

“We have had PR greats such as VP Sathe whose publicity agency had a monopoly over media campaigns in the 50s and 60s. And then Bunny Reuben, who handled the PR for Raj Kapoor and films of Yash Chopra, BR Chopra, Basu Bhattacharya and GP Sippy. It’s been boom-time for PRs all the way since then.” Point taken.

Are Jasleen Matharu and Anup Jalota in a PLATONIC relationship?

As appeared on Fully Filmy

http://blogs.friedeye.com/fullyfilmy/are-jasleen-matharu-and-anup-jalota-in-a-platonic-relationship/

Much has been said about singer Jasleen Matharu and her mentor Anup Jalota’s presence on India’s topmost reality show Bigg Boss. The last two days have seen them trending on Twitter, with loads of memes dedicated to the BB12 couple all over social media.

While it has been projected by host Salman Khan, Jasleen as well as Jalota as a relationship with romantic overtures, Bollywood PR guru Dale Bhagwagar has posted something quite contrary to that on his social media.

Anupji is a dude of dudes. But I have a feeling that Jasleen and the Bhajan Samrat’s relationship is platonic. #BiggBoss12 #BB12

— Dale Bhagwagar (@DaleBhagwagar) September 19, 2018

“Anupji is a dude of dudes. But I have a feeling that Jasleen and the Bhajan Samrat’s relationship is platonic. #BiggBoss12 #BB12,” he wrote on his Twitter. For the uninitiated, a ‘platonic relationship’ is defined as one that is purely spiritual and not physical.

Dale has handled PR for some of the biggest names in Bollywood, including Hrithik RoshanShilpa Shetty and Priyanka Chopra. But not many are aware that long ago, the publicist also handled the media for Jalota, something he has always proudly announced on his website.

When it comes to Bigg Boss, Dale’s ‘feelings’ on various topics have always come true! Wonder if the Bollywood PR specialist could be right about this one too! Only time will tell.

Bigg Boss SENSATIONAL: Battle lines drawn as season 12 makes a roaring start

As appeared on Santa Banta

http://www.santabanta.com/bollywood/127223/bigg-boss-sensational-battle-lines-drawn-as-season-12-makes-a-roaring-start/

Bigg Boss SENSATIONAL: Battle lines drawn as season 12 makes a roaring start

Wednesday, September 19, 2018 12:25 ISTBy Santa Banta News NetworkEven as Bigg Boss 12 completes its first 48 hours, the seventeen housemates — Dipika Kakar Ibrahim, Karanvir Bohra, Nehha Pendse, SreeSanth, Shrishty Rode, Jasleen Matharu and Anup Jalota, Kriti Verma and Roshmi Banik, Nirmal Singh and Romil Choudhary, Somi Khan and Saba Khan, Sourabh Patel and Shivashish Mishra, Urvashi Vani and Deepak Thakur — are already at loggerheads. 

Megastar host Salman Khan may be happily boggled that the contestants made up of five singles and six jodis (pairs) have brought down the house with their infighting, bitching, crying and back-biting, apart from beginning to create lobbying for friends and forging new friendships. 

“Bigg Boss is not just another brand. It’s Indian television’s biggest and best reality firebrand. If anyone was expecting anything less from the show, I’d say the person was in delusional fairyland,” smirks Bollywood’s only PR guru Dale Bhagwagar, who has handled the media for celebrities such as Hrithik Roshan, Priyanka Chopra, Vivek Oberoi and films like Don and Rock On!! 

“If you mark minutely, most of the BB12 contestants have very defined personalities with varied nuances to their characterizations. The distinctive differences in their nature would soon create a psychological minefield, which would trap them in their own images,” he analyses. 

Apart from being the top Bollywood publicist, Dale is considered by the press as an authority on Bigg Boss. Having handled the publicity for a full 20 contestants who have been on the show, he is also the guy who spearheaded the media hype for Shilpa Shetty during her iconic win on Celebrity Big Brother in the United Kingdom. 

But the Mumbai-based publicist feels there is a slight drawback in Bigg Boss Season 12. Dale points out, “Almost 13 of the 17 contestants are strong and can hold on their own, which is a very high percentage to have right at the start. However, I feel that the chemistry which was expected out of the jodis, is almost missing.” 

The Bigg Boss specialist adds that this ‘missing chemistry’ element between the pairs may not change soon. “But as equations shift, there will be new pairs of friends and frenemies, and these can well make up for the loss of chemistry which we may feel now. Plus, eventually, since there has to be one winner, the Boss may be forced to break up the pairs anyway.” Oh yes, amidst all the hype about jodis, we never thought about that!

Bigg Boss 12 may bring more dramatic value to the firebrand show

As appeared on Mango Bunch

https://mangobunch.in/bigg-boss/bigg-boss-12-may-bring-more-dramatic-value-to-the-firebrand-show/

Bigg Boss is the undisputed No 1 reality show on Indian television. But some BB fans are said to have found the new promo of Bigg Boss Season 12, a little weird. Highlighting the concept of jodis (pairs) for BB12, megastar Salman Khan is seen playing a school teacher, replete with his typical bizarre antics; like riding himself on a foot-ruler under his crotch… eww.

However, Bollywood’s only PR guru Dale Bhagwagar, who has handled the publicity and crisis management for a full 20 contestants of Bigg Boss points out, “It’s not really odd to have Salman doing awkward antics. In fact, that adds to his dabangg, bindaas, bad-ass brand, which he knows how to play to the hilt.” True that!

So all those who found the BB12 promo somewhat crude “need to take heart,” says the Bollywood publicist. “I’m pretty sure, things will only get more interesting from here and add to the dramatic value of the firebrand that the show is. After all, we are talking about the House of Scandal,” he winks.

Dale has also sourced and posted a little video of some of the past Salman Khan promos of Bigg Boss on his Twitter to prove his point.

Found something interesting on YouTube just now. Bigg Boss promos from past seasons featuring the inimitable Salman Khan. Check ’em out… https://t.co/wrVkafwOKP @BiggBoss#BiggBoss12 #BB12

— Dale Bhagwagar (@DaleBhagwagar) August 16, 2018

“Found something interesting on YouTube just now. Bigg Boss promos from past seasons featuring the inimitable Salman Khan. Check ’em out… https://www.youtube.com/watch?v=rWS3iiVWd8Q … @BiggBoss #BiggBoss12 #BB12,” wrote the public relations specialist from Mumbai.

The video, with promos right from BB4 to BB12, tracks an interesting journey indeed. Let’s hope Bigg Boss12 turns out to be as interesting and controversial as always.

Salman Khan may come early with Bigg Boss Season 12

As appeared on Mango Bunch

https://mangobunch.in/bigg-boss/salman-khan-may-come-early-with-bigg-boss-season-12/

A file pic from Bigg Boss (Image courtesy – Internet)

Normally, Bigg Boss begins in the first week of October every year. However, if reliable sources are to be believed, this season, India’s number one reality show will begin earlier.

Bollywood’s only PR guru Dale Bhagwagar, who has handled the media for some of the reality show’s best and most controversial contestants like Rakhi SawantRahul MahajanPooja MisrraAman VermaDiana HaydenAshmit PatelAmar UpadhyaySherlyn ChopraAarya BabbarSonali Raut and Mandana Karimi, has tweeted that he feels, this year the BB12 showing may be preponed by a fortnight.

I have a feeling Bigg Boss 12 would make an early start this year, beating it’s normal October first week timing by a fortnight or so.

— Dale Bhagwagar (@DaleBhagwagar) July 20, 2018

“I have a feeling Bigg Boss 12 would make an early start this year, beating it’s normal October first week timing by a fortnight or so,” tweeted the celebrity publicist, whose PR agency has also handled the publicity for some of the best Bollywood stars such as Hrithik RoshanShilpa ShettyPriyanka Chopra and movies like the Shah Rukh Khan starrer Don and Farhan Akhtar starrer Rock On!!

The Bollywood publicist is well-known for his correct ‘feelings’ about matters of the entertainment industry. So going by his post, we are best expecting BB12 to begin around September 16, probably with participants from major Indian cities like Delhi, Mumbai and Kolkata.

The anticipation for Bigg Boss is pretty high this year too, specially as it introduces the concept of jodis (pairs) as housemates. Which means, we may see participants getting in two-by-two; somewhat like girlfriends-boyfriends jodis, married couples, live-in relationship couples, brothers and sisters, friends, or even transgender or gay and lesbian couples — Bigg Boss is full of surprises, so we never know 

Meanwhile, megastar host Salman Khan can have a consolidation of sorts, since his film Race 3 has done roaring business at the box-office, inspite of the media panning it. So now, all eyes on Bigg Boss Season 12.