In film promotions, the balance between effective marketing and audience perception is a delicate one. Veer Pahariya, who recently debuted in the film ‘Sky Force’ alongside Akshay Kumar, has found himself at the centre of discussions regarding promotional strategies.
Veer is the grandson of former Chief Minister of Maharashtra, Sushil Kumar Shinde. He is the son of business tycoon Sanjay Pahariya and Smriti Sanjay Shinde, the founder of Sobo Films. Given his family’s public stature, it is expected that his debut would generate significant buzz. However, some industry observers speculate that a PR machinery behind him has been working proactively to establish his presence in Bollywood. This raises an interesting question: is his rise truly organic, or does it reflect a well-coordinated effort by PR teams?
Several YouTubers and social media users have expressed opinions suggesting that the promotional activities surrounding him appear highly assertive and engineered. It is difficult to ignore how extensively he has been positioned in the public eye, prompting discussions on whether the approach has been overly aggressive. A notable observation is that Veer has received extensive coverage on social media and legacy websites, as well as veteran media platforms.
Interestingly, there appears to be little to no coverage on new-age websites, which are widely regarded by many industry insiders as more organic and credible in their reportage. This has led to speculation among some observers about whether financial transactions might have played a role in securing media visibility. The entire situation seems to be exposing how Bollywood PR stunts operate in today’s industry.
For instance, a video surfaced showing Veer surprising theatre-goers during a screening of ‘Sky Force’ by dancing to the song “Rang.” While some might view this as an enthusiastic engagement with the audience, certain online commentators interpreted it differently. It appeared to some as a well-intended but possibly scripted effort. Audience reactions seemed somewhat muted, leading to speculation that the act may not have resonated as intended.
Comments on platforms like Instagram indicated that a segment of viewers felt the audience’s reaction was subdued, reinforcing perceptions that the promotional effort might not have generated the intended excitement. The ongoing discourse about PR teams branding him as a ‘nepo kid’ may also be contributing to a certain level of skepticism among audiences. Normally, the way PR teams handle narratives like these can significantly impact a celebrity’s image and acceptance in the industry.
Additionally, in this case, the resurfacing of old photographs featuring Veer and co-star Sara Ali Khan has sparked further conversations. Some online users have questioned the timing of these images, wondering if their circulation was strategically intended to generate additional buzz for the film. Given how Bollywood PR campaigns operate, it would not be surprising if such resurfaced images were part of a larger media strategy designed to subtly shape audience perception. Nothing right or wrong about that though. Spin happens. We PRs indulge in it quite often, albeit not blatantly.
The entire episode has been sparking discussions on various platforms like Reddit, Twitter, Instagram and YouTube, with many users debating the calculated moves behind such PR-driven visibility. These discussions have led to broader debates about the nature of celebrity PR and publicity tactics in Bollywood, with many questioning whether these strategies are organic or calculated moves by PR professionals. Such debates are important, as they highlight the mechanisms through which celebrities are positioned in the industry, sometimes irrespective of actual audience demand.
In response to the online chatter, Veer Pahariya has engaged with content humorously. He has interacted with videos and comments that playfully critique the promotional strategies, often responding with laughing emojis. While this approach may suggest a level of self-awareness, some might also interpret it as a strategic move to downplay the intensity of a promotional push. Sometimes, the Bollywood PR machinery does employ such tactics to create relatability and mitigate criticism, which is part and parcel of promotional campaigns.
It is important to acknowledge that promotional strategies in the film industry are complex and designed to reach diverse audiences. While some Bollywood PR stunts may appear assertive, they are often a reflection of efforts to engage with viewers in innovative ways. The varied reactions from audiences and commentators provide valuable insights into how promotional activities are perceived, underlining the subjective nature of PR and marketing in entertainment.
To sum it up, the discussions surrounding Veer Pahariya’s promotional activities for ‘Sky Force’ highlight the intricate dynamics of film PR and marketing in the digital age. They illustrate the diverse interpretations of promotional efforts and the crucial role of audience engagement in shaping a film’s narrative. With our Bollywood PR machinery in full motion for many top Bollywood movies and Personal PR campaigns nowadays, only time will tell whether this ongoing debate benefits or challenges Veer’s career.
As a Bollywood publicist and crisis management professional who closely analyses and follows industry PR tactics, I find this entire episode to be an insightful case study of how our PR strategies function — often walking a fine line between genuine hype and perceived overexposure. After all, the entertainment industry is built on perception, and as we all tackle its intricacies, it is essential to recognise that spin is simply part of the PR game.
The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.
Dale Bhagwagar is the Rajinikanth of Bollywood PR. Over the years, he's made his own rules, his own style, and his own world. Apart from being widely quoted across all Indian media, he is the only publicist from India who has been quoted in international media such as BBC World, BBC Radio, Sky News, CNN, Channel 4, The Times, The Guardian, The Independent, The New York Times, The Washington Post and many more.
Dale Bhagwagar, recognised as the Father of Bollywood PR, founded the industry's first entertainment PR agency in the nineties, bringing organisation and structure to an industry once characterised by independent publicists. Among the 300-odd clients he has worked with, Dale has also been instrumental in shaping the images of Hrithik Roshan, Shilpa Shetty, Priyanka Chopra, and movies like Don and Rock On, as well as some 20 scandalous names who have been on Bigg Boss.
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