When it comes to generating buzz for their films or stars, some Bollywood PRs resort to their favourite tactics
Bollywood’s marketing geniuses and PRs are known to go to great lengths as far as grabbing eyeballs for their films and stars is concerned. However, while not everyone can manage to pull out a rabbit from their hat each time, there are certain tried-and-tested tactics that these PRs resort to ensure the desired result for the stars at least. And insiders do feel that its now increasingly becoming easier to spot a PR story.
So, during the course of release of a film, the star usually finds himself or herself inevitably linked to the co-star, sometimes much to their own surprise. “Any kind of link-ups in Bollywood creates a stir, and when it’s with a co-star, then rest assured that there’s enough steam let off for the curiosity factor to roll on in the right direction. Besides, it adds that sizzle factor that works in a film’s favour,” agrees a veteran film-maker, adding that he’s seen it happen over the years.
According to insiders, the recent Bipasha Basu-Rana Daggubati link-up was just one such PR created cracker. Citing another such example is trade analyst Bharati Pradhan, who recalls the flutter created when decades ago, rumours of actors Hema Malini and Jeetendra tying the knot surfaced. “The buzz was so strong that even their partners, Shobha and actor Dharmendra, were instantly by their sides. In the end, it all turned out to be a PR-driven tactic.”
Besides link-ups, there are other stories that Bolly spin masters resort to. A star being mobbed only to be rescued by a fellow co-star or a fan in shining armour, a crazy fan gifting expensive gifts, a star doing a good deed on the spur of the moment…all suspiciously come out only near to release and what’s more interesting is that when asked, the stars in question themselves have little or no clue about any such incidents. “Not all stories are fake,” adds trade analyst Taran Adarsh, “It’s totally understandable if a big star is mobbed or gifted, but a starlet getting letters in blood, well that should set the bells ringing,” he adds.
Though they acknowledge that the PRs are only doing their jobs, they do feel that it’s about time that they bring some novelty in such gossip. “These incidents may have happened, but it is the PRs who play it up well on time,” adds Bharati, but yes, a little innovation won’t hurt for sure.
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