If the trailer of Nitish Tiwari’s Chhichhore and teaser of Amar Kaushik’s Bala are anything to go by, the audiences are in for a visual treat in terms of look transformations of the main cast. And the lady behind the looks of the entire lead cast in the films — India’s numero uno makeup, hair and prosthetic designer Preetisheel Singh — has good reason to feel proud.
Both the movies have actors in their aging avatars and Preetisheel’s work has been receiving a new wave of accolades, after all the recognition it received earlier for films like Padmaavat, Bajirao Mastani, Andhadhun, Mom, Mulk, 102 Not Out, Thackeray and many others.
“Look transformations are an integral part of the storylines of both these movies, and it was a challenge and responsibility for me to make them look convincing and believable. I am so happy people are appreciating my work,” says a modest Preetisheel, who’d won the ‘National Film Award for Best Makeup’ for her very first film — the pre-Mughal historical epic Nanak Shah Fakir based on the life of Guru Nanak.
She makes it a point to thank the filmmakers of all her movies for putting their trust and faith in her work. “Without their faith, I wouldn’t have been able to do all this,” she says. Having taken her career graph a few steps further towards more recognition and glory, the lady has no time for a breather. The next few months have her working on a dozen films back-to-back, as well as starting the ‘Preetisheel School of Character Design’ at Versova, Mumbai.
Some of the forthcoming movies in her kitty include the Akshay Kumar-starrer Housefull 4, Nawazuddin Siddiqui-Radhika Apte-starrer Raat Akeli Hai, Kartik Aaryan-Bhumi Pednekar-starrer Pati Patni Aur Woh, Southern superstar Vijay’s next Bigil, Kangana Ranaut-starrers Panga and Dhaakad, and Bhansali Productions’ Tuesdays and Fridays.
“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.
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.
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.
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.
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.”
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.
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.
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.
“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.
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.”
“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.”
“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.
“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.
The list of achievements for National Award-winning makeup and prosthetics designer Preetisheel Singh haven’t stopped from the day she set foot in the world of make-believe.
“They say, Bollywood is a place where dreams are made. So what better than a profession which helps makes those dreams a reality,” quips Preetisheel, who has designed the looks of actors for some of the topmost movies in Bollywood like Umesh Shukla’s 102 Not Out and Sajid Nadiadwala’s Housefull 3, along with Sanjay Leela Bhansali’s Bajirao Mastani and Padmaavat.
Her work for the pre-Mughal epic Nanak Shah Fakir directed by Sartaj Singh Pannu bagged her the coveted National Film Award for Best Makeup, while her talent will soon be showcased again in Anubhav Sinha’s Mulk, where Rishi Kapoor will appear in the look of a devout Muslim. Then there is the Nawazuddin Siddiqui-starrer Thackeray — the biopic on Shiv Sena supremo Balasaheb Thackeray, presented by Sanjay Raut and directed by Abhijit Panse.
So what does it take to create different looks? “Prosthetic has a lot of parts involved in it. You first take the life cast of the actor in 3D measurement after which you sculpt and make moulds, running silicon pieces in it,” explains Preetisheel.
“The silicon pieces are then applied on the actor and are merged with the actor’s skin so that it doesn’t look artificial. So tomorrow if a filmmaker comes up and has the requirement for an alien creature, we can do it. In fact, it will be good fun and I’d love to create aliens for Bollywood.”
Is the whole process very time-consuming? “When we look at characters with prosthetics on screen, we do not realize how much time and effort goes behind the scenes. The whole process involves a lot of visualization, planning, detailing, art and finally time. But the end result is worth the energy spent,” she concludes with a smile.
Basking in the glory of the success of 102 Not Out, its makeup, hair and prosthetic designer Preetisheel Singh is almost in a daze from a week. The Amitabh Bachchan–Rishi Kapoor starrer brilliantly directed by Umesh Shukla has been a runaway hit with audiences and critics alike.
Ace film reviewer Kunal Guha of Mumbai Mirror points out that both (Bachchan and Kapoor) “internalize their screen personas to an extent that one often forgets the actors are under the layers of prosthetic.”
“Speaking of which, makeup and prosthetic artiste Preetisheel Singh is meticulous in her vision and execution and drafts faces that elaborately convey both their personalities. Even the strands of hair that sits on their head seem to be custom-woven to the brief—the father’s — unkempt and carefree, while the son’s — usually neatly parted, keeping with his orderly manner,” he writes.
Bollywood Hungama echoes, “The review would be incomplete without the mention of Preetisheel Singh’s makeup, hair and prosthetic. She gives a great look to both the veteran actors which also turns out to be the film’s USP.”
Covering Preetisheel for News18, journalist Mugdha Kapoor Safaya says, “It would be an understatement to only call her a makeup and prosthetic artiste. Perhaps, the term makeover whiz seems more appropriate.”
“While Amitabh Bachchan and Rishi Kapoor are to be credited for getting into the vibe of the characters, prosthetic artiste Preetisheel Singh deserves credit for the amazing physical transformation the actors underwent. With each look that she designs, Preetisheel provides an accurate physical aid to the characters being portrayed,” writes Urban Asian journalist Diana Lydia Parmar on social media.
“I’m humbled by the stupendous praise. 2018 has been a breathtakingly amazing year for me,” says Preetisheel, who emerged Bollywood’s No.1 look designer after she curated the looks for Ranveer Singh, Shahid Kapoor and Deepika Padukone in Sanjay Leela Bhansali’s blockbuster Padmaavat.
This year also saw the re-release of the Sartaj Singh Pannu-directed Nanak Shah Fakir which got Preetisheel the National Film Award for Best Makeup. But the lady has no time to slow down. Her work will soon be showcased in the Harshvardhan Kapoor-starrer Bhavesh Joshi Superhero directed by Vikramaditya Motwane, followed by the Nawazuddin Siddiqui-starrer Thackeray — the biopic on Shiv Sena supremo Balasaheb Thackeray, presented by Sanjay Raut and directed by Abhijit Panse. For Preetisheel, it looks like the year has just begun.
Recently, while preparing for the shoot of Umesh Shukla’s102 Not Out, makeup, hair and prosthetic designer Preetisheel Singh got busy working on the look of veteran actor Rishi Kapoor.
The much-awaited film has Kapoor playing a 75-year-old grumpy son to a 102-year-young cheerful Amitabh Bachchan. Its trailer and songs, including Badumbaa and Bachche Ki Jaan Loge Kya, are already a hit.
“Rishi Sir said he found the look seamless and flawless,” recalls Preetisheel. Saying that it looked extremely real, the veteran actor called her a “magician”. “A comment so flattering from a person of his talent and stature is something I will cherish for life,” quips the makeover wiz.
It’s been a roller coaster ride for Preetisheel this year. After garnering acclaim for her work in Sanjay Leela Bhansali’s Padmaavat where she designed the looks for the complete cast along with Ranveer Singh, Shahid Kapoor and Deepika Padukone, she went on to win the Power Brands – Bollywood Film Journalists Award too.
Meanwhile, her film Nanak Shah Fakir, which bagged her the National Film Award for Best Makeup, has been re-released by Viacom18 Motion Pictures, albeit amidst controversy.
Next, the lady is looking forward to Vikramaditya Motwane’s Bhavesh Joshi Superhero starring Harshvardhan Kapoor and working on Nawazuddin Siddiqui’s look for the Abhijit Panse-directed movie Thackeray; the biopic on Shiv Sena supremo Bal Thackeray.
POINTERS: National Award-winning make-up, hair and prosthetic designer Preetisheel Singh
After Bajirao Mastani, Sanjay Leela Bhansali repeated Preetisheel Singh for Padmaavat. She designed the looks of all the main starcast including Ranveer Singh (as the evil ruler Alauddin Khilji), Deepika Padukone (as the legendary queen Padmavati) and Shahid Kapoor (as the Rajput ruler Ratan Singh). Viewers and film critics alike, have been awestruck with the results, with Preetisheel emerging the undisputed No.1 make-up, hair and prosthetic designer in the film industry.
Videos of look tests during the making of Padmaavat:
Preetisheel has created the look for Nawazuddin Siddiqui’s in Thackeray… the biopic being made on Shiv Sena supremo Balasaheb Thackeray. Its teaser was released some time ago by Uddhav Thackeray and Amitabh Bachchan and received widespread critical acclaim.
She has worked on Nawazuddin Siddiqui’s look earlier too in the movie Mom, where her make-up and prosthetic work was highly appreciated.
She has also done the make-up and prosthetic for actors in films like Shivaay, Haider, Hawaizaada, Housefull 3, Rangoon, Brothers, Talwar, Finding Fanny, Parched, Ghayal Once Again and the Tamil/Hindi film 24.
After Padmaavat, Preetisheel has also begun receiving a lot of offers down South. She has just accepted a Tamil film called Boomerang, where she is working on the looks for famous Tamil actor Ataharvaa Murali.
She received the ‘National Film Award for Best Makeup’ for the pre-Mughal historical epic Nanak Shah Fakir based on the life of Guru Nanak, wherein she designed the looks for all the characters in the movie. The film has recently re-released through Viacom18 Motion Pictures amid controversy.
Preetisheel’s work of creating believable ghost-figures for the recent horror film House Next Door has also been praised a lot. The film, which released in three languages (as House Next Door in Hindi, as Aval in Tamil and Gruham in Telugu) garnered critical acclaim and once again earned a lot of positive reviews for her work.
For the upcoming film 102 Not Out directed by Umesh Shukla, Preetisheel has designed the looks for Amitabh Bachchan as a 102-year-old man, as well as for Rishi Kapoor playing his 75-year-old son. Its trailer and songs, including Badumbaa and Bachche Ki Jaan Loge Kya are already a rage.
Apart from Mulk and Thackeray, her work as a make-up, hair and prosthetic designer will soon be showcased once again in upcoming movies such as Vikramaditya Motwane’s film Bhavesh Joshi Superhero starring Harshvardhan Kapoor. Its teaser has just released, revealing Harshvardhan’s look as a vigilante and it’s been the talk of the town.
After this, there is Pal Pal Dil Ke Paas, the debut film of Sunny Deol’s son Karan Deol.
Preetisheel has also set up India’s first make-up and prosthetic lab called Da Makeup Lab and her goal is to bring standards of make-up and prosthetic in India at par with Hollywood.
At the onset, I should mention that the views in this article are my own and the website may or may not agree with them. I am starting with this disclaimer because what I am about to say could ruffle feathers. And if it doesn’t, then a lot of media people should delve into their conscience.
Journalism, like PR, is turning into a business
We all know that in the advertising, marketing and PR agencies, copywriters write phrases, articles and catch-lines in favour of clients who pay them. In contrast to the copywriter, the more ethical profession of journalism has always attracted a lot of respect and privileges.
However, in recent times, most top newspapers are officially selling editorial space under what has come to be known as Paid Media or Paid News. The profession of journalism is turning into a business; just like my PR business. It’s simple — the client pays and in return, good things are written about and publicized, mostly in a glorifying and exaggerated manner. The moneyed people and projects get premium coverage, while others, more than often, are treated as not important; however credible their news might be.
Be a thought leader, not a policy follower
What I am about to ask now, is a very difficult question to ask. A painful one too. But someday soon, someone or the other is gonna ask it. So I thought to myself, why not me and why not today. Now the tricky part here (or call it irony) is that I am a publicist. And publicists are supposed to be media manipulators, spin doctors, schemers. Yeah, of course I am all that and more. I do plan, plot and plug content all the time.
Just like the old-school journalists, PR guys are the ones who build perceptions, remodel and remake them. Which makes them no less than thought leaders. And from this perspective, I feel I am equally suited to ask this question: Should Paid Media journalists be termed and credited as copywriters?
When it all started a couple of years ago in the print media, it began with one paper beginning to charge for articles and editorial space. Over the years, when it met success, one by one, other print media began charging for articles. They began competing in best pricing for articles and features in bulk packages. Patronising the payers and giving second-hand treatment to the non-payers became management policy. And now a time has come when it is difficult for the reader to differentiate news from promotional pieces. More than often the advertisement departments dictate terms to the editorial departments.
Print Media losing its spine
How ethical is it for a journalist (one who is expected to be fair in reporting news) to write an objective piece when his/her publication is busy patronising the paying clients? Of course, it’s not possible and many-a-times, ethics are dammed. And since quite a few media are involved in this whole process, the remaining ones stay quiet about it. I’d say, both Paid Media and their silent watchers have lost their spine. It’s just a matter of time and a spark, when some top celebrity, politician or business tycoon points fingers at them, followed a national controversy about it.
Print journalists turning into puppets?
When a journalist echoes the sentiments of the paper’s advertising department, or of the owner of the publication, one does wonder if the journalist is actually a copywriter… or maybe, even a marketeer or publicist. And the list of such articles and journalists is growing.
A wake up call
If the Paid News trend goes on, the day wouldn’t be far when there will emerge a lot of Donald Trumps in India, crying foul and screaming, ‘Fake News, Fake News’ for what he calls “dishonest and biased media.” Let this article written by a PR on a PR website be a wake-up call for print journalists.
Last but not the least, do note that this piece is not written to make any scribe feel bad. Its written for the sake of insight and introspection. Take it in the right spirit. If you are a journalist and can’t change the industry, maybe you could change yourself or the job. After all, self-esteem and pride has been synonymous with journalism and I am sure every aspiring journalist gets into the profession to enjoy that pride.
After spending your years in journalism, when you grow old and your grand-children ask you, ‘how did you contribute in the great information and communication age?’, you don’t want to say, ‘I pushed articles for those who paid’.
Wow, what an exposing article. Mr Dale Bhagwagar is what PR legends are made of. He talks about things no PR ever dared. Super entertaining fellow too. Talks as if he is narrating stories. I have him on my google alert from where I got this article. Follow this guy like a bhakt. Once he came to my college for a guest lecture. Before the lecture our coordinator said she will show a video of Mr Dale before he comes in to talk. Lights went off and someone entered the classroom and sat besides me. When the video was playing the guy told me this speaker in the video is talking bullshit. I said yes and wondered who this colleague was. When the lights came on I realised that it was the speaker sitting besides me. He cheekily smiled at me and went to the podium to begin his talk. I was so so so embarrassed. He turned out to be mind blowing in his lecture. Best part was when he was asked about PR fees. All wanted to know what a Bollywood PR charges. He told us his fees bindaas. That was something no one had told us earlier. We also never knew Bollywood PRs were so well paid. Some decided on our profession only after he spoke at my college. But throughout the talk, I was only wishing he wouldn’t mention about that yes I’d said.
By Pragati Naik on 31st January 2018 – 2:43PM
Hopefully your spark of idealism will trigger a few fires and spread more light in a grey world of media/ journalism
By Sam Mohan on 31st January 2018 – 10:01PM
Yes. Paid journalists should be called copywriters But TOI Where the practice of paid news began, has done the reverse . In the good old days the bylines of the journalists would be followed by Times News Network And that of the writer reporting for the response department would have No Such tagline. This would at least differentiate between a journo and a response department writer. But now that distinction has been removed: so now response writers bylines that say ABC@timesgroup.com the same as that of a journalist.
By Kingshuk Nag on 31st January 2018 – 10:10PM
Dale has been the most famous Entertainment PR man from almost two decades in Bollywood. Plus, his website says, he was a journalist for more than a decade before he turned PR (something I wasn’t aware about earlier. I know Dale personally but he never mentioned that). I guess that also makes him the longest surviving journalist-publicist in Bollywood. No wonder he writes with so much depth about journalism and the malice of paid news. Top class analysis for the best in the business. You got an ace, PR Moment. This article is indeed a revelation for all those you do not have the privilege of knowing how corrupt journalism is becoming.
By Pramod Muntashir on 1st February 2018 – 9:29AM
the difference between dale and other bollywood publicists is that dale is fiercely loyal to his clients, even to the extent of defending them publicly and so many times in media. he is fearless. this has been his nature from many years. and that is why “ironically” (as this article says, he is also the one to point out media’s follies in paid journalism. sach bolna koi dale se seekhe. journalists have a lot to learn from this publicist.
By Ritwik Banerjee on 1st February 2018 – 11:56AM
I have know Dale from the days where he started his career in journalism. I remember an occasion, where I was alone with him in the editors cabin. He said, you know what I will one day be on the other side of the table. And surely he has come a long way. He has the guts to go ahead and voice his opinion. Well Dale, paid not paid, journalism will always have a grey side to it. It has been for decades, the growing technology of media and the medium, no one will have any control on it whatsoever. The upper hand will always be with the one who will negotiate well, how glorified it projects the news and last but not the least protects well if backfired. And don’t worry about the grand children as they will be much much ahead to all of us, to even question such credibility of ours.
By Vineeta Banerjee on 2nd February 2018 – 4:25PM
Good going Dale! Since we also worked together so you know I was a Journalist in the era when we worked for RP (Reader’s Pleasure) & not PR.
I left journalism the day I was asked to write a ‘positive’ article about an actor who was also a criminal & a bad human being.
Then I was on the other side, as a Film Producer/Director & I was asked to pay for every word that was printed. Couldn’t afford so my films suffered because of lack of promotion.
Today “Twitter” is Journalism, paid or otherwise! Every tweet makes a story for a journalist & sometimes its retweeted for publicity. Either way nothing is believable anymore!
I wonder why many actors and actresses realise the importance of PR only when their career goes spiralling down. When they realise they are not making the monies they should be making, they decide to spend on PR and salvage or extend their career. Instead of ‘image building’ at an earlier stage, a PR has to then look at ‘publicity’ and ‘crisis management’. –Dale Bhagwagar
Wake up my fellow Bollywood PRs. And do it like Dale does. 😉
1 Press Release / 24 hours / 40 links for my PR client Preetisheel Singh. Covering leading outlets The Times of India (and no, Dale never does Paid News. NEVER), Mid-Day, Times Now, Zoom, Santa Banta, Koi Moi, Yahoo, Bollywood Dhamaka, Bollywood Hungama and The Quint. And this without the help of UNI, PTI, IANS or Reuters.