Amitabh Bachchan once said to me, “Your time starts now.” Those words stuck. They weren’t just a nudge for me; they were a thunderclap. And I’ve been running with them ever since. So, if you are into entertainment PR or anywhere around it, I’ll ask you the same: Has your time started?
I’ve been in the Bollywood public relations game for nearly thirty years, and let me tell you, it’s a wild, dazzling ride. From the glitz of events to the grit of crisis management, every moment is a chance to shape a story, spark a conversation, or shift a perception. In this world (just like in this article), every word counts. Every move matters. And as Bollywood’s longest-running publicist, I’ve seen firsthand how the right strategy can turn whispers into roars.
The industry is changing fast. Technology is rewriting the rules. And audiences are sharper than ever. They don’t just want gloss; they crave authenticity. They’ll see through a flimsy PR spin quicker than you can say “box-office.” And that’s where Bollywood publicists and entertainment PR agencies in Mumbai come in — us communicators, us storytellers. We’re not just keeping up; we’re setting the pace.
Now, don’t get me wrong — tools like AI are brilliant. They crunch data, spot trends, and churn out insights in a blink. But here’s the thing: no machine can match the spark of human connection. Bollywood isn’t built on algorithms; it’s built on emotion — raw, messy, beautiful emotion. If it were not all about emotions, corporate PR agencies would have been more successful in the film industry than independent entertainment PR agencies. Bollywood PR isn’t about platforms, statistics or news releases; it’s about people. Always has been, always will be.
My work with PR clients has never been just about getting films or celebrities in the papers, on websites, or their faces on Google. It’s about knowing what makes their fans tick, what keeps the gossip mills churning, and what turns a casual viewer into a die-hard supporter. That’s the magic of Bollywood PR: understanding the heartbeat of an audience and making it sing. If a news release achieves that, then fine. But the vision has to be correct.
But here’s where it gets exciting. Today, we’ve got a shot at something bigger — something beyond the red carpets and paparazzi flashes. The world is waking up to issues like nepotism, cancel culture, and even PR overdrive. And for those of us in PR, these are golden opportunities — not just to manage reputations, but to ignite movements.
I’ve spent years crafting campaigns that don’t just sell films or celebrities but shift mindsets. Think about it. It’s about stepping into a room and owning it — not because you’ve got the loudest voice, but because you’ve got the clearest vision.
So, what’s the secret to success in this game? It’s simple: be the one who makes the difference. Choose to lead, not follow. Earn trust — day in, day out — by delivering value that hits home. Whether I’m shaping the narrative for a star in crisis or building buzz for a debutant, the principle remains the same: know your audience, nail your message, and deliver results that stick.
Here’s my challenge to you: Are you ready to step up? The future of Bollywood PR isn’t about waiting for the next big thing — it’s about creating it. It’s about taking that script and flipping it into something unforgettable. You don’t need a fancy title or a corner office; you need guts, grit, and a bit of gumption.
I’ve seen too many publicists play it safe, sticking to the same tired playbook. But the ones who win? They’re the ones who dare to be different. They’re the ones who look at a challenge — like a film flopping or a star in hot water — and see a chance to shine. That’s the Bollywood way. At least, that’s been my way, and it’s worked for me really well.
So, let me ask you again: Has your time started? Because the clock’s ticking, and the PR spotlight is waiting. Step up, take charge, and make your mark. In this industry, there’s no room for people who wait — only for those bold enough to lead the dance.
Your time starts now. Let’s make it count.
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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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