Reimagining Bollywood journalism in the era of Bollywood PR machinery

In an industry fueled by glamour, gossip and grandiose egos, the concept of objectivity in Bollywood journalism often feels like a squared circle. How can one remain unbiased and impartial when the very fabric of Bollywood is woven with subjectivity, hype and orchestrated narratives by Bollywood publicists? The truth is, true objectivity may be an unrealistic ideal in this realm. But what could take its place?

At the center of this conversation sits Bollywood’s only PR guru Dale Bhagwagar, a towering figure in the world of Bollywood public relations.


Revered as the “most trusted publicist in India,” Bhagwagar has spent decades walking a tightrope, deftly balancing the often conflicting demands of strategic manipulation and ethical PR practices. His legacy, however, extends far beyond his individual career.

Dale Bhagwagar is widely regarded as the “Father of Bollywood PR,” having established the industry’s first entertainment PR agency in Mumbai during the 1990s. At a time when only independent publicists existed in Bollywood, Bhagwagar’s pioneering efforts brought much-needed organization and structure to the chaotic realm of celebrity promotion, image building, branding and PR hype.

His innovative approach laid the foundation for the modern Bollywood PR machinery, ushering in a new era of professionalism and strategy within an industry previously dominated by ad hoc tactics and personal connections.

Dale Bhagwagar’s influence extends far beyond India’s borders. His Mumbai-based entertainment PR agency, Dale Bhagwagar Media Group, has been at the forefront of the Bollywood PR brigade for over two decades. Bhagwagar’s expertise and reputation have made him a sought-after voice not just in the Indian media, but also on the global stage. He is the only Bollywood publicist to be quoted by top international media outlets such as the BBC, Sky News (UK), CNN, The New York Times, The Washington Post (US), The Sydney Morning Herald (Australia), International Herald Tribune (France) and Pravda (Russia).

This international recognition underscores Bhagwagar’s status as a preeminent authority on the inner workings of the Bollywood PR machinery, as well as his ability to navigate the complexities of cross-cultural communication and media representation.

“Objectivity in Bollywood journalism is indeed a tricky concept,” remarks the Bollywood PR expert. “This is an industry built on larger-than-life personalities, carefully curated images, and the relentless pursuit of buzz. Expecting journalists to remain entirely objective in such an environment is akin to asking a painter to create a masterpiece without using any colors.”

So, what’s the solution? Bhagwagar suggests a shift in perspective. “Rather than striving for an impossible objectivity, perhaps we should embrace a more nuanced, transparent approach,” he explains. “Journalists should openly acknowledge the inherent subjectivity and vested interests at play, while still striving for fairness, accuracy and ethical conduct.”

This approach involves being upfront about potential biases, conflicts of interest, and the influence of Bollywood PR machinery. It means giving voice to multiple perspectives, even those that contradict the dominant narratives. And it requires a constant vigilance against falling into the trap of uncritical promotion or character assassination.

“At the end of the day, it’s about striking a balance,” Bhagwagar says. “We in the PR industry have a job to do – to shape narratives and protect our PR clients’ interests. But we also have a responsibility to uphold certain ethical standards and avoid glaring manipulation or misinformation.”

This sentiment echoes the age-old debate surrounding the boundaries of PR and journalism. While the two professions often intersect and influence each other, there must be a line drawn – a line that Bhagwagar has spent his career carefully navigating.

“It’s a constant tightrope walk,” he admits with a wry smile. “But that’s what makes this job both challenging and exhilarating. We’re not dealing in absolutes, but rather in shades of grey – trying to find that sweet spot between promotion and credibility, between hype and authenticity.”

As Bollywood continues to evolve, the concept of objectivity may need to be re-evaluated and redefined. Perhaps it’s time to embrace a more transparent, self-aware approach – one that acknowledges the industry’s inherent subjectivity while still striving for ethical, fair and accurate reporting.