In the dynamic landscape of Indian entertainment and sports, a carefully crafted public relations (PR) and image-building strategy is paramount for sustained success and influence of a public figure. As a PR and Image Consultant, I analysed into the approaches adopted by twelve of India’s most prominent personalities: Anushka Sharma, Deepika Padukone, Alia Bhatt, PV Sindhu, Shreya Ghoshal, Kareena Kapoor, Priyanka Chopra, Disha Patani, Tamannaah Bhatia, Saina Nehwal, Katrina Kaif, and Aishwarya Rai Bachchan. Through an analysis I aim to identify key strategies, trends, and best practices that have shaped their public perception and contributed to their enduring popularity. This report serves as a tool to understand the nuances of effective image management in the Indian context.
Unfortunately, majority of the people I interact with don’t know the difference between PR and Marketing/Advertising. I have been taking a small initiative at my level through talks, book, reports like this, LinkedIn posts to create a PR Literacy among the people from varying spheres. Misconceptions about PR exists even among the people who have access to resourceful people. And many limit this only to Media Relations and Content Drafting. I have seen a change in the perception through my efforts among at least 40 people from the profession of Doctors, Startup Founders, CAs, Engineers through a dialogue in last 6 months.
Key market trends and insights:
According to PwC India 2023 report, in 2023 the celebrity management industry in India was valued at 300-400 million USD with a projected growth to 700 million USD by 2025. 15-20% is the CAGR annual growth rate of this industry. As per Statista, India has over 500 million active social media users that makes social media a crucial platforms for celebrities to engage. As per a report by Influencer Marketing Hub 2023, celebrities with social media following above 10+ million can command endorsement fees ranging from $50,000 to $2,00,000 per post. According to BARC India, the indian celebrity endorsement market alone is valued at $1.2 Billion in 2023. Shah Rukh Khan, Amitabh Bachchan and Virat Kohli were the leading players in the segment. From 2018 to 2023, the number of talent management agencies has increased by 30% projecting the market expansion. As of FY 2023, the Indian PR industry is valued at ₹2,500 crore, experiencing a 19% Y-o-Y growth. It’s projected to grow at a CAGR of 12.8% in the coming years. Major key factors that have contributed to the expansion includes digital consumption and rise of regional cinema and OTT. The Government of India has announced a $1 billion fund to support the growth of the creator economy, aiming to help content creators improve their skills and expand to global markets. Additionally, 4 billion rupees budget has been allocated for establishing the Indian Institute of Creative Technologies in Mumbai. India’s live entertainment market is experiencing significant growth, with 27,000 live events held in a recent year—a 35% increase from the previous year. The market is expected to be worth $1.7 billion by 2026, driven by increased disposable incomes and improved infrastructure. Agencies and celebrities need to be cautious in their stakeholder engagement and adhere by the advertising standards and regulatory affairs.
Anushka Sharma’s tactic have been authenticity and relatability, coupled with a strong focus on her entrepreneurial ventures (Clean Slate Filmz, Nush, Blue Tribe, etc). Early on, she navigated controversies with a direct and honest approach. Her marriage to cricket star Virat Kohli has amplified her brand, positioning her as a modern, successful woman balancing career and family. For a long, her PR has been handled by YRF Talent.
Key elements of her messaging includes strong social media presence showcasing personal moments, selective endorsements aligning with her values (animal welfare, climate, individuality, etc) , and a clear articulation of her professional and personal choices.
Deepika Padukone’s tactic have been global icon building, emphasising mental health advocacy through the Live Love Laugh Foundation. Her PR has strategically highlighted her international collaborations and red carpet appearances, solidifying her status as a global ambassador for Indian cinema. For a long duration, her PR has been handled by Spice PR.
Key elements of the messaging of Deepika includes strategic partnerships with luxury brands, open discussions about her personal struggles with mental health, and a sophisticated and elegant public persona.
Alia Bhatt’s strategy has been versatility and relatability, transitioning from a young star to a critically acclaimed actress and businesswoman (Ed-a-Mamma). Her PR has focused on her diverse roles, her grounded personality, and her conscious efforts towards sustainability. Her PR and Image building work at varying points in time have been handled by agencies like Matrix Bay, Hype PR, Think Talkies, DI Public Relations and Dharma Cornerstone.
Key elements of her messaging included engaging social media presence, strategic collaborations with diverse brands, and a public image that balances youthful energy with mature professionalism.
Badminton champion PV Sindhu’s tactic has been focused on athletic excellence and national pride. Her PR has consistently highlighted her achievements in badminton, her dedication to sports, and her role as an inspiration for young Indians. Her PR and Image Building have been handled by agencies like Baseline Ventures and Cornerstone.
Key elements of PV Sindhu’s messaging have been strong media presence around her tournaments and victories, endorsements with sports and health-focused brands, and a humble and determined public image.
Shreya Ghoshal’s strategy has been maintaining a focus on her musical talent and artistic integrity. Her PR has largely revolved around her song releases, concerts, and accolades, keeping her personal life relatively private.
Key elements of Shreya’s messaging have been consistent engagement with fans through social media, highlighting her achievements in the music industry, and a reputation for professionalism and dedication to her craft.
Kareena Kapoor Khan’s tactic and strategy has been embracing her iconic status and evolving with time. Her PR has navigated her career through different phases, from a leading actress to a mother and a media personality, maintaining her relevance and popularity. At varying points in time, her PR and Image work has been handled by Matrix Bay, Think Talkies and Poonam Damania.
Key elements of Kareena’s messaging were strong connection with her fan base through various platforms, selective endorsements that align with her lifestyle, and a candid and confident public persona.
Priyanka Chopra Jonas’ tactic and strategy has been global domination and brand diversification. Her PR has strategically positioned her as a successful actress, producer, singer, and entrepreneur with a significant presence in both Hollywood and Bollywood. At varying points in time, her PR and Image work has been handled by agencies like Dale Bhagwagar Media Group, Raindrop Media, Universal Communications and Midas PR.
Key elements of Priyanka’s messaging have been high-profile international collaborations, active engagement in social and humanitarian causes, and a glamorous and ambitious public image.
Disha Patani’s tactic have been focusing on her fitness and glamorous image. Her PR primarily revolves around her film projects, brand endorsements (often fitness or beauty-related), and her active social media presence showcasing her physique and lifestyle. At varying points in time, her PR and Image work has been handled by agencies like Toabh and Spice PR.
Key elements of Disha’s messaging have been strong visual content on social media, collaborations with fitness and fashion brands, and a youthful and energetic public persona.
Tamannaah Bhatia’s tactic have been maintaining a strong presence across multiple film industries (South and Bollywood). Her PR has focused on her versatility as an actress and her consistent work ethic. At varying points in time, her PR and Image work has been managed by Cornerstone, Raindrop Media, Spice PR among others.
Key elements of her messaging have been regular updates on her film projects, endorsements with diverse brands, and a graceful and approachable public image.
Saina Nehwal’s tactic have been similar to PV Sindhu, her PR emphasises her achievements in badminton and her role as a sporting icon for India. Agencies like Rhiti Sports, Kwaan have managed her PR and Image work at varying points in time.
Key elements of Saina Nehwal’s messaging have been media coverage around her matches and victories, endorsements with sports-related and other prominent brands, and a determined and resilient public image.
Katrina Kaif’s tactic have been building a strong brand through consistent work and strategic endorsements, including her own beauty brand, Kay Beauty. Her PR has focused on her professional achievements and her personal life post-marriage to Vicky Kaushal. At varying points in time, her PR and Image work was handled by agencies like Matrix Bay, Tandem Communications, Spiffy PR, Dale Bhagwar Media Group, etc.
Key Elements of Katrina’s messaging have been focus on her film releases and brand campaigns, a gradual opening up about her personal life, and a sophisticated and hardworking public image.
Aishwarya Rai’s tactic have been maintaining her global icon status and focusing on select projects and endorsements. Her PR emphasises her timeless beauty, her association with prestigious international events like Cannes, and her role as a mother. At varying points in time her PR and Image management was handled by agencies like Universal Communications, Image smiths, MN2S, etc.
Key elements of her messaging have been selective public appearances, endorsements with high-end brands, and a regal and elegant public persona.
Key learnings:
- Social Media Dominance: All 12 celebrities actively utilize social media to connect with their fans, share updates, and manage their image. The content strategy varies, but consistent engagement is a common thread.
- Brand Endorsements as Image Amplifiers: Strategic brand partnerships play a crucial role in reinforcing their image and expanding their reach. The choice of brands often aligns with their personal values or public persona.
- Authenticity and Relatability: While maintaining a certain level of glamour, many celebrities are increasingly focusing on showcasing their authentic selves and connecting with their audience on a more personal level.
- Personal life as public narrative: Major life events, such as relationships, childhood, marriage and parenthood, are often integrated into their public narrative, further humanising their image.
- Building a personal brand beyond profession: Several celebrities have successfully ventured into entrepreneurship, launching their own brands or production houses, which strengthens their individual brand identity.
- Navigating controversies: The approach to handling controversies varies, but transparency and a direct communication strategy often prove effective.
- Philanthropy and Social Impact: Some celebrities, like Deepika Padukone and Priyanka Chopra, actively engage in philanthropic activities, which enhances their public image and demonstrates social responsibility. Some like Alia Bhatt have their NGOs.
The PR and image-building strategies in a mini case-study format of these twelve Indian celebrities offer valuable insights for anyone navigating the complexities of PR and Reputation Management. Their journeys highlight the importance of authenticity, strategic communication, and a deep understanding of the evolving media landscape. By analysing their successes and challenges, PR agencies, talent managers, celebrities, and business leaders can gain valuable insights into the art and science of crafting a powerful and enduring public image.
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