As appeared on Medium
“Actress Kajol kick-started her career in the showbiz in the 90s when the PR machinery was not in force. In the 90s, it was all about how actors conducted themselves in front of the media without the help of any PRs,” says an article on Bollywood Bubble.
However, Bollywood’s only PR guru Dale Bhagwagar has reacted in disagreement. “It’s incorrect to say that strong PR didn’t exist in the 90s. I’ve myself handled more than a dozen clients at any given time during the 90s too,” he tweeted.
“Though Kajol is a diva, Bollywood Bubble seems to be bumbling with ignorance about entertainment PR,” laughs Dale, who has handled the media for Hrithik Roshan, Shilpa Shetty, Priyanka Chopra and films like Shah Rukh Khan-starrer Don and Farhan Akhtar-starrer Rock On!!, apart from being a crisis management specialist to umpteen Bigg Boss contestants over the years.
“During the 90’s, there have been great PRs such as Gopal Pandey, RR Pathak, Raju Kariya, Ajit Ghosh, Hilla Sethna, Keshav Rai, Harish Sharma, Susheel Sharma, Peter Martis, Parag Desai, Indermohan Pannu, Shahid Khan, Arun-Gaja and Rajendra Rao.”
“They have planned elaborate publicity campaigns, advised and guided actors with image-building, have been an integral part of PR strategies, and wielded much more influence on media than most of the current publicists. I know, because I have been there,” says the publicist who started out in PR in the 90s and went on to become a trendsetter.
Dale is one of the few actively surviving Bollywood publicists of that time and still leads the PR brigade in innovation. A simple search with his name brings up thousands of web results. The PR expert points out that public relations existed in tinsel town much before the 90s. “Bollywood PR has been thriving since the days of Raj Kapoor, Dev Anand, Sunil Dutt and Dilip Kumar,” remarks Dale, who also handled personal PR for Dev Anand as well as his last film Chargesheet.
“We have had PR greats such as VP Sathe whose publicity agency had a monopoly over media campaigns in the 50s and 60s. And then Bunny Reuben, who handled the PR for Raj Kapoor and films of Yash Chopra, BR Chopra, Basu Bhattacharya and GP Sippy. It’s been boom-time for PRs all the way since then.” Point taken.