The secret scripts behind Bollywood stardom

In today’s Bollywood, stardom isn’t simply built on talent or box-office success. It’s constructed with precision — not just behind the scenes of a film set, but in the strategy rooms of Mumbai’s top public relations agencies. Gone are the days when PR meant sending out a press release or coordinating a promotional interview. Modern-day PR professionals are storytellers, plotters, and reputation engineers, weaving complex narratives that ensure actors remain at the forefront of public conversation — even when they’re not on the silver screen.

Take, for instance, the recent ripples caused by Spirit, the upcoming project from director Sandeep Reddy Vanga. Initial reports indicated that Deepika Padukone was in talks for the female lead. But the silence that followed — paired with sudden counter-announcements and speculative leaks — sparked controversy. When Vanga clarified that Deepika was never approached, media outlets had already churned out a series of features, opinion pieces, and insider columns. The back-and-forth created just the right amount of mystery and friction to keep the film trending on major Bollywood news websites, ensuring both Padukone and Spirit remained firmly in the spotlight.

A closer look reveals that this wasn’t just a case of miscommunication. It was a masterclass in earned media strategy. Publicists could sometimes plant such speculative pieces, knowing they will ignite conversations across lifestyle and entertainment news portals. It is a tried-and-tested formula — a controlled leak, a public denial, and a frenzy of content that follows — all without a single paid advertisement. It ensures relevance and recall value, two currencies more valuable than any ad campaign.

Building boldness through casting

Triptii Dimri, who shot to national attention with her role in Animal, is another example of smart publicity dovetailing with casting choices. Her sensual screen presence and magnetic performance were strategically amplified across lifestyle websites and feature interviews, giving rise to a bold new public image. That boldness, in turn, became part of the reason she was rumoured to be cast in Spirit, replacing the very name that dominated headlines just weeks earlier. Coincidence? Unlikely. Image positioning often precedes casting news in modern Bollywood, and it is PR professionals who pull the strings.

This repositioning isn’t always subtle. It’s direct, deliberate, and timed with campaigns that align with the broader themes dominating news cycles — whether it’s feminism, mental health, or nationalism. Some actors are subtly pitched as youth icons or intellectuals through long-form profiles in business or tech news portals. Others are framed as rebels or activists, carefully inserted into conversations around contemporary social issues.

Curating public personas

Perhaps the most strategic weapon in modern PR is persona curation. Whether it’s portraying a star as an advocate for mental health, a nationalist voice, or a cultural reformist, the narratives are carefully mapped out and slowly fed to mainstream news portals. Coverage in reputed platforms lends credibility and cements these personas in the minds of the public.

For example, many veteran websites now run paid branded content dressed as editorial, and PR agencies use this to shape stories subtly around their clients. These aren’t blatant promotional pieces, but soft-focus features or “insider” interviews that seamlessly blur the line between news and perception management. The goal isn’t just visibility. It’s credibility.

Controversy as a calculated tool

In the current publicity playbook, controversies are often less about damage control and more about engineered engagement. Media tiffs, casting speculation, or seemingly impromptu public statements serve to stir conversation at exactly the right moment. Publicists are not only prepared for the fallout — they plan for it. The key is to ensure that the client is part of the conversation — on legacy news websites, trending Bollywood columns, or prime-time debates — at all times.

The cycle doesn’t end with film releases. celebrity management agencies continue to place their clients across events, award shows, NGOs, and partnerships with causes that match their evolving image. An actor may champion animal rights in one quarter and appear at a mental health summit the next, each appearance feeding into a larger, orchestrated storyline.

PR as the force behind the fame

Behind every headlining moment in Bollywood today is a PR agency crafting not just what’s seen — but how it’s interpreted. This goes beyond publicity. It is narrative engineering at its sharpest, turning actors into brands, controversies into capital, and attention into enduring stardom. In an industry where recall is power and perception is currency, PR professionals are not just promoters — they’re the silent directors of Bollywood’s off-screen scripts.

Disclaimer: This article does not refer to any specific PR agency or celebrity management agency. It also does not pertain to any agency representing a particular celebrity. It is a general commentary on the practices that PR agencies are typically expected to engage in.