Bollywood isn’t just about glitz, glamour and blockbuster hits like ‘Kabhi Khushi Kabhie Gham’ or ‘Dabangg’. It’s a high-stakes business where reputations can be shattered in a single news cycle. When scandal strikes – from legal troubles to controversial statements – the pressure isn’t just on the stars, but on the powerhouses behind the scenes: Bollywood’s PR professionals. These experts have turned crisis management into an art form, transforming public perception and orchestrating some of the industry’s most jaw-dropping comebacks.
Pre-empt, don’t just react
Bollywood PR professionals are more than storytellers; they’re crisis firefighters. The industry’s biggest players don’t wait for a scandal to spiral. They pre-empt, strategise, and deploy. When Aryan Khan faced legal trouble, the narrative quickly shifted in the mainstream press from scandal to victimisation and family strength. When Ranbir Kapoor faced backlash after the release of ‘Tamasha’, his team opted for strategic media silence, letting the outrage burn out rather than fanning the flames with defensive statements.
The playbook – tactics that turn the tide
Bollywood PR’s crisis playbook is built on a foundation of timing, credibility and control. Here are the most effective tactics used by the industry’s top agencies:
Reframing the narrative: When a star is embroiled in controversy, the story is quickly reframed. For example, when Alia Bhatt faced trolling after ‘Student of the Year’, her team circulated old interviews highlighting her intelligence and wit, counterbalancing negative press.
Selective clarifications: PR teams issue clarifications through handpicked mainstream news websites, ensuring the message is controlled and consistent.
Media silence: Sometimes, the best move is to say nothing. This allows the outrage to subside, as was the case with Ranbir Kapoor post-‘Tamasha’.
Legal action: Issuing legal notices to media outlets can halt the spread of false narratives, but this is used sparingly to avoid appearing suppressive.
Exclusive stories: Trusted journalists are given exclusive access to the ‘real’ story, helping to shift public opinion through credible news platforms.
Positive throwbacks: Old stories of goodwill or achievement are resurfaced to remind audiences of a star’s positive contributions.
Fan mobilisation: Coverage of fan-led goodwill campaigns in mainstream media can create a groundswell of support.
Monetising controversy: Sometimes, controversy is turned into a marketing tool, as seen during the ‘Padmaavat’ protests, where negative press actually drove curiosity and box office numbers.
Distraction with new projects: When Salman Khan faced backlash, his filmmakers seemed to introduce teasers for new films or highlight his humanitarian work, shifting the focus away from controversy.
Industry-wide deflection: Drawing attention to broader industry issues can make individual scandals seem less significant.
The human touch – rebuilding reputations
A key strategy in Bollywood crisis management is humanising the celebrity. When Salman Khan faced legal troubles, his PR team worked tirelessly to highlight his charitable work and compassionate side across news platforms. This gradual shift in narrative allowed him to weather intense public scrutiny and return to box office dominance. The same approach was used for Akshay Kumar during a controversial brand endorsement, with stories about his patriotism and philanthropy flooding the news.
The institutions behind the stars
Some PR agencies in Mumbai have become institutions in their own right, shaping the careers of hundreds of celebrities and dozens of films. Dale Bhagwagar Media Group, for example, has managed publicity for stars like Hrithik Roshan, Shilpa Shetty and Priyanka Chopra, and movies like the Shah Rukh Khan-starrer Don, Farhan Akhtar-starrer Rock On!!, and post-release PR for films like the Hrithik Roshan-starrer ‘Koi… Mil Gaya’. The PR agency’s founder Dale Bhagwagar is also the only spokesperson among top PRs in Bollywood. The Bollywood PR agency’s approach blends psychological insight with strategic media placement, ensuring that even after a major crisis, stars can stage a triumphant comeback.
When crisis management fails
Not every crisis is handled perfectly. PR disasters often spiral out of control due to inconsistent messaging, delayed responses, over-defensiveness, or ignoring mainstream media. The Aryan Khan case in 2019 is a textbook example – the absence of a clear spokesperson and delayed engagement with news outlets allowed speculation to dominate headlines for months. In contrast, Aamir Khan’s team, after his “intolerance” remarks, acted swiftly with controlled press interactions, followed by silence, letting the issue fade.
The comeback formula
Bollywood’s crisis management is not about hiding the truth, but about controlling the narrative with precision and empathy. The industry’s best PR professionals know that transparency, timing, and a well-crafted comeback story are essential. By focusing on positive achievements, engaging with trusted news platforms, and maintaining consistent messaging, they turn scandals into stepping stones for even greater stardom.
In the world of Bollywood, it’s not just about surviving a crisis – it’s about coming back stronger, with the world watching and cheering. That’s the power of masterful PR.