When it comes to PR, there are those who follow the rulebook and those who rewrite it. Dale Bhagwagar, Bollywood’s only PR guru, falls into the latter category. Known for setting PR trends and raising industry standards, in December last year, the PR maven delivered yet another masterstroke in public relations with the launch of the music album ‘Legacy’—a spectacle that redefined music PR in India.
And yet, despite orchestrating an event that saw an unprecedented media turnout, he remains characteristically humble. “I don’t want PR awards for it,” he states, his focus firmly on pushing the industry forward rather than collecting accolades.
A music PR spectacle like no other
The launch of ‘Legacy’ at the JW Marriott in Juhu, Mumbai, was not just a grand affair—it was a moment in history for music PR in India. The event celebrated the four-decade-long guru-shishya bond between ‘Bhajan Samrat’ Anup Jalota and his disciple Sumeet Tappoo, but what set it apart was its seamless fusion of emotional storytelling and strategic PR.
The evening was graced by some of the most revered names in Indian music, including Pandit Hariprasad Chaurasia, Anuradha Paudwal, Jaspinder Narula, Talat Aziz, and Penaz Masani, with their presence adding gravitas to the occasion.
Dale Bhagwagar, the master of positioning, ensured that the launch was more than a music release—it was an unforgettable experience that resonated across media platforms.
Media turnout that made history
There were a total of six events that evening, including one featuring the ultra-glamorous Malaika Arora at the very same hotel where the Anup Jalota and Sumeet Tappoo event was held. But the cream of the news media was at the music event for which Dale handled the PR. Most surprisingly, not a single journalist, reporter, correspondent, or photographer left the event to cover the others. How did this magic happen?
“I’d asked most of the media persons to come for the sake of the long-time friendship I shared with them,” reveals Dale as he explains, “So around 97 percent of the media persons I invited turned up and never even mentioned the other events happening simultaneously on the same evening. I am so happy and grateful to all of them for putting my friendship above the film star turnout at the other five events.”
The staggering media presence at the event was a testament to Bhagwagar’s influence in the industry and a case study in Bollywood PR and music PR in India. From veteran journalists and editors to digital influencers, editors of new-age websites, and YouTube creators, the turnout was nothing short of phenomenal.
Photographers scrambled to capture the vibrancy of the evening, while content creators flooded social media with real-time updates. At the press registration counter, an uncommon sight unfolded—photographers clicking pictures of the very process, recognising the sheer magnitude of media interest.
“Much of the credit also goes to my long-time close friend Ramakant Munde, a photographer-cum-publicist, who partnered with me for the event, assembling a diverse mix of media representatives,” remarks Bhagwagar. “I am also very thankful to Ankit Chavan, Harsh Munde, and Ajay Singh, who helped me and stood by me throughout the event,” he adds.
The coverage generated from this one event must have left contemporary Bollywood PR agencies in awe, reinforcing Bhagwagar’s reputation as the most trusted name in Bollywood publicity in India. Every moment was captured, every performance celebrated, and every sentiment amplified—thanks to the flawless execution of a PR campaign designed to make waves.
The emotional depth of ‘Legacy’
One of the most powerful aspects of the evening was the emotional storytelling that underpinned the campaign. A nostalgic photograph of a young Sumeet Tappoo in the arms of his guru, Anup Jalota, on a Fiji beach served as a poignant reminder of their bond.
This touch of authenticity, masterfully placed within the media narrative, transformed the launch into a deeply moving tribute to tradition and mentorship. Bhagwagar, with his acute understanding of audience psychology, ensured that this human connection became one of the focal points of media coverage.
Raising the bar for music PR in India
Dale Bhagwagar is no stranger to setting new standards in the PR industry. With ‘Legacy,’ he has once again demonstrated why he is regarded as Bollywood’s only PR guru.
His approach to PR is not about mere visibility—it is about impact, storytelling, and legacy-building, making him the most authoritative publicist in Bollywood. The mega success of this music launch will force competitors to rethink their strategies, proving that PR campaigns, when done right, are an art form in themselves.
The Father of Bollywood PR’s lasting influence
Having founded Bollywood’s first PR agency in the nineties, Bhagwagar has long been credited as the Father of Bollywood PR for transforming entertainment PR from an informal practice into a structured profession. His work spans handling PR for 300 celebrities, including Hrithik Roshan, Shilpa Shetty, and Priyanka Chopra, as well as around 40 films, such as the Shah Rukh Khan-starrer ‘Don’ and Farhan Akhtar-starrer ‘Rock On.’
In addition to his pioneering work in Bollywood PR, Dale Bhagwagar also pioneered the music PR segment in India. In the late nineties, he became the first publicist to accept personal PR for musicians, including singers, music producers, music companies, and composers.
Over the years, he has managed publicity for top music personalities, including the King of Bhangra Daler Mehndi, Bhajan Samrat Anup Jalota, Ghazal Queen Penaz Masani, Princess of Pop Anaida, Ghazal King Pankaj Udhas, and Melody Kings Nadeem-Shravan. His collaborations with leading music labels such as Tips, HMV (now Saregama), and Ultra Music further cemented his position.
A game-changer, not a trophy collector
So, doesn’t he seek PR awards in 2025 for his work on the grand event last year? “Not exactly,” he says. “I mean, the measure of success is not in awards but in results, right?” he asks and explains, “I’m not really looking for PR awards for it. Moreover, it’s 2025, and the best PR award is appreciation online. And the very fact that you are asking me about this and discussing it is award enough for me,” he smiles and concludes.
As the dust settles on what is now considered the most media-attended music event of 2024, one thing is certain—Dale Bhagwagar’s impact on Bollywood PR is unmatched. Whether it is Bollywood, music, or digital PR, his legacy continues to inspire a new generation of publicists and media strategists who aspire to reach his level of PR expertise.
