Entertainment industry—can’t do justice in a short article, however, giving this a shot. The way films are marketed and publicised has undergone a seismic shift. In India, a country where cinema is often regarded as a cultural cornerstone, PR strategies have historically been as grand and star-driven as the movies themselves. However, the advent of OTT platforms, accelerated by the pandemic, has disrupted this traditional model, transforming how PR campaigns are conceptualised, executed, and consumed. In this edition of #writersvault , I share my observations on how cinema PR in India has transformed over the years, with a specific focus on the contrasting strategies of Bollywood and the South Indian film industry. It also examines the role of OTT platforms in reshaping the PR landscape and concludes with a reflection on what global PR leaders can learn from this evolution.
The Evolution of Cinema PR in India: Pre-COVID vs. Post-COVID
Before COVID-19, cinema PR in India was synonymous with glitz, glamour, and large-scale campaigns. Bollywood stars would embark on multi-city tours, dominate prime-time television slots, and grace the covers of leading magazines. South Indian cinema, while equally ambitious, relied heavily on grassroots campaigns and the immense loyalty of its regional fanbase. The emphasis was on physical presence—star-studded events, in-person interviews, and public appearances designed to generate buzz. Post-COVID, this model faced an existential crisis.
With theatres shuttered and audiences confined to their homes, the shift to OTT platforms not only changed how films were consumed but also dictated how they were marketed. Digital platforms, data-driven strategies, and a focus on storytelling over stardom became the new norm. PR campaigns are now less about grandeur and more about creating meaningful, sustained engagement with audiences across diverse geographies. Here I make an attempt to examine the top 3 ways in which PR for Indian cinema has transformed, with a focus on the contrasting approaches of Bollywood and the South Indian film industry.
- Bollywood: From Star-Centric Campaigns to Digital-First Promotions
Bollywood, known for its larger-than-life personas and extravagant marketing, has long relied on the star power of its actors to drive PR campaigns. From Shah Rukh Khan’s global fan interactions to Alia Bhatt’s multi-city tours, pre-COVID campaigns were centered around leveraging the celebrity appeal of the cast. Theatrical releases were the culmination of these campaigns, with opening weekend box office numbers serving as the ultimate indicator of success. However, the pandemic disrupted this model. The closure of theaters and the rise of OTT platforms like Netflix, Amazon Prime Video, and Disney+ Hotstar forced Bollywood to adopt a digital-first approach to PR.
Key Shifts in Bollywood PR:
- Social Media Takeover: Platforms like Instagram, Twitter, and YouTube have become the primary battlegrounds for Bollywood PR. Stars and production houses now rely on a mix of teasers, trailers, and interactive posts to engage audiences. For instance, the promotion of Brahmāstra involved Instagram live sessions, behind-the-scenes content, and fan challenges that went viral.
- Content Over Star Power: While Bollywood remains star-driven, there is an increasing focus on content quality. Films like Darlings and Gehraiyaan, released exclusively on OTT platforms, saw campaigns that emphasised the narrative and themes rather than just the cast.
- Virtual PR Events: With travel restrictions and health concerns, virtual press junkets and online fan meetups have become the new norm. These events not only reduce costs but also allow for global participation, expanding the reach of Bollywood PR campaigns.
While Bollywood has embraced digital platforms, the transition has not been without challenges. The industry’s long-standing reliance on celebrity-driven promotions has sometimes alienated audiences, who now demand more authenticity and relatability in campaigns. The infamous “boycott Bollywood” trend is a stark reminder of the need for better audience engagement and trust-building.
- South Indian Cinema: From Regional Loyalty to Pan-India Dominance
The South Indian film industry—comprising Tamil, Telugu, Kannada, and Malayalam cinema—has emerged as a powerhouse in Indian cinema, not just regionally but nationally and globally. Historically, South Indian cinema relied on grassroots PR strategies, leveraging the unwavering loyalty of its fanbase. The PR campaigns were often hyper-localised, with a focus on building strong community connections through exclusive first looks, audio launches, and fan events. Post-COVID, the South Indian film industry has redefined PR in Indian cinema, setting benchmarks that even Bollywood is attempting to emulate.
Key Shifts in South Indian Cinema PR:
- Pan-India Storytelling: Films like Baahubali, Pushpa, RRR, and Kantara have demonstrated how to craft PR narratives that resonate across linguistic and cultural boundaries. The success of these films lies in their ability to market themselves as pan-India projects, with campaigns involving multilingual trailers, region-specific promotions, and targeted social media strategies.
- Grassroots Meets Global: While retaining their regional essence, South Indian films have also embraced international platforms. The PR campaign for RRR is a case in point. By leveraging film festivals, international media outlets, and global influencers, the film positioned itself as a global cinematic event, culminating in its Golden Globe win for the song “Naatu Naatu.”
- Fan-Centric Campaigns: Unlike Bollywood, where PR often revolves around the stars, South Indian cinema focuses heavily on its fans. Films like Pushpa created viral trends such as the “Srivalli step,” with fan-driven content amplifying the movie’s reach. This grassroots approach ensures a sense of ownership among audiences, making them active participants in the PR process.
The South Indian film industry’s ability to blend grassroots loyalty with global aspirations has redefined what cinema PR can achieve. Its focus on content, authenticity, and community engagement offers valuable lessons for the rest of the industry.
- The Role of OTT Platforms in Redefining PR Strategies
The rise of OTT platforms has arguably been the most significant disruptor in Indian cinema PR. These platforms have democratized content, giving space to regional films, indie projects, and niche genres that might have struggled in a traditional theatrical model. As a result, PR campaigns have had to adapt to cater to a more fragmented, diverse, and digitally savvy audience.
Key Trends in OTT-Driven PR:
- Data-Driven Campaigns: OTT platforms provide detailed analytics on viewer preferences, enabling hyper-targeted PR campaigns. For example, a suspense thriller can focus its marketing on demographics that consume similar content, ensuring higher engagement.
- Beyond the Release Date: Unlike theatrical releases, where PR campaigns peak before the opening weekend, OTT campaigns focus on sustained engagement. Films and series are marketed as long-tail products, with new content and promotions released even months after the premiere.
- Inclusivity and Diversity: OTT has amplified the voices of regional and indie filmmakers, leading to PR campaigns that celebrate diversity. Films like The Great Indian Kitchen (Malayalam) and C U Soon (Malayalam) gained nationwide attention solely through digital campaigns.
- Interactive Digital Campaigns: With OTT releases, PR campaigns often include interactive elements like live Q&A sessions with cast members, virtual watch parties, and exclusive behind-the-scenes content. These strategies foster a deeper connection with audiences, ensuring loyalty and repeat views.
Reflection: Lessons for Global PR Leaders
The contrasting approaches of Bollywood and the South Indian film industry highlight the importance of adapting to changing audience preferences. While Bollywood is learning to balance its star-driven legacy with digital-first strategies, South Indian cinema has set new standards for authenticity, inclusivity, and global outreach. OTT platforms have further democratised the PR landscape, shifting the focus from big budgets to meaningful engagement. In a world where content is king, PR campaigns must prioritise storytelling, authenticity, and community building over spectacle.
As the lines between regional and global cinema continue to blur, the future of PR in the entertainment industry lies in its ability to embrace diversity, leverage data, and create personalised, interactive experiences for audiences. For PR leaders, the Indian cinema landscape serves as a blueprint for navigating the digital age—one where connection and content reign supreme.
The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.
