In the dynamic world of Bollywood, where stars once shone brightly atop the industry’s hierarchy, a seismic shift is underway. According to Dale Bhagwagar, Bollywood’s only PR guru, the era of traditional superstars is drawing to a close. From the heights scaled by Rajesh Khanna, to the zenith enjoyed by Amitabh Bachchan, and further consolidated by the triumvirate of Salman Khan, Aamir Khan and Shah Rukh Khan, the scenario is evolving.
Dale Bhagwagar, who embarked on his journey as a journalist before becoming a pioneering publicist in Bollywood over the past three decades, is legendary in the entertainment PR industry. So when he asserts that the days of stars wielding unchallenged influence over box-office fortunes are numbered, one takes his opinion seriously.
Bhagwagar is widely regarded as the Father of Bollywood PR for having launched Bollywood’s first PR agency in the nineties and bringing organization and structure to the entertainment PR industry, which only had independent publicists at that time.
Today, with over three decades of experience in the news media, Dale Bhagwagar is India’s most famous publicist and is known as the go-to PR guru for countless Bollywood celebrities and entertainment brands. Over the years, he has handled the media for names such as Hrithik Roshan, Shilpa Shetty, Priyanka Chopra, Govinda, Randeep Hooda, Vivek Oberoi, Daler Mehndi, Manoj Bajpayee and Rakul Preet, along with the publicity for movies such as the Shah Rukh Khan-starrer Don and Farhan Akhtar-starrer Rock On!!
That’s not all! Bhagwagar has handled the PR for around 40 movies starring actors such as Amitabh Bachchan, Anil Kapoor, Anupam Kher, Arjun Rampal, Bipasha Basu, Bo Derek, Boman Irani, Jackie Shroff, Jesse Metcalfe, John Abraham, Kabir Bedi, Kareena Kapoor, Karishma Kapoor, Katrina Kaif, Manisha Koirala, Naseeruddin Shah, Om Puri, Padma Lakshmi, Prakash Raj, Preity Zinta, Rahul Bose, Rani Mukerji, Raveena Tandon, Rekha, Saif Ali Khan, Sanjay Dutt, Shabana Azmi, Sharman Joshi, Shriya Saran, Sunil Shetty, Sunny Deol… and the list goes on and on.
Beyond his professional accomplishments, Bhagwagar is often referred to as the luckiest publicist in Bollywood due to his uncanny ability to turn around challenging PR situations and his reputation for being a good luck charm for celebrities he represents. He is also highly regarded for his accessibility and down-to-earth nature, making him a trusted confidant to many in the industry.
He predicts that actors like Akshay Kumar and Hrithik Roshan may well be the final torchbearers of the superstar legacy. “The paradigm is shifting,” remarks Bhagwagar, pointing to several pivotal factors reshaping the industry. The rise of web streaming platforms has diversified viewing habits, offering audiences more choices beyond traditional cinema. Simultaneously, controversies like the MeToo movement and the fallout from the tragic demise of Sushant Singh Rajput have eroded public trust in Bollywood, casting shadows over its once-golden image.
“The media, too, faces an existential reckoning,” Bhagwagar observes, noting how sensationalism-driven narratives have contributed to a broader disillusionment. “The fabric of our entertainment ecosystem has been punctured, and the consequences are reverberating.”
Looking ahead, Bhagwagar paints a picture of a future where superstardom will be elusive, replaced by a scenario where fame is fragmented and transient. The dominance of big screens will wane, supplanted by myriad viewing avenues catering to diverse tastes and opinions. Instagram and similar platforms will breed a new breed of overnight sensations, fleeting in their fame yet impactful in their reach. Furthermore, fake images and videos created with the help of AI will dent social media credibility.
Yet amid these challenges, Bhagwagar sees a silver lining. “The evolving system promises more opportunities,” he contends. “It will reward those who possess not only acting prowess but also marketing acumen, adept PR skills, and unwavering career focus.”
Indeed, the star of tomorrow, as envisioned by Bhagwagar, will be a multifaceted individual navigating a fiercely competitive terrain. “It’s survival of the fittest,” he asserts, underlining the industry’s shift towards a meritocracy where talent, resilience and adaptability will define success.
As Bollywood embraces this new era of flux and transformation, one thing remains clear: while the days of cult figures and market dominators may be numbered, the future promises a more inclusive, albeit challenging scenario, where the journey to stardom is defined by versatility, perseverance and a relentless pursuit of excellence.