In 1995 Bollywood PR was a quiet backstage operation. It was handled mostly by a small group of publicity agents and print media contacts. Film promotions focused on posters, press screenings and a few carefully placed interviews in entertainment pages. The role of a publicist was transactional and campaign-specific. Studios relied on personal relationships with journalists rather than structured brand-building.
By the late 1990s the pace began to change. Bollywood was expanding beyond traditional audiences and film budgets were rising. Producers started realising that publicity was not just about announcing a release date. It was about building a story around a film and its cast. However, in spite of this realisation, Bollywood PR consisted only of individual and independent publicists with no organised structure or agencies.
This changed in 1997 when then journalist Dale Bhagwagar transitioned to publicity and launched Bollywood’s first PR agency Dale Bhagwagar Media Group, introducing organisation and structure to public relations in the entertainment industry. A few years later, more PR professionals specialising in entertainment began to emerge, setting up more agencies and offering structured campaigns that could stretch from pre-production to film release.
Mainstream newspapers like The Times of India, The Indian Express and Mid-Day gave more space to film features while lifestyle magazines began integrating Bollywood profiles to attract readers.
The 2000s saw the profession move from the periphery to a critical business function. A new wave of films such as ‘3 Idiots’, ‘A Wednesday’, ‘Aetbaar’, ‘Bombay Boys’, ‘Chak De! India’, ‘Devdas’, ‘Dil Chahta Hai’, ‘Kya Kehna’, ‘Hadh Kar Di Aapne’, ‘Hera Pheri’, ‘Jab We Met’, ‘Kabhi Khushi Kabhie Gham’, ‘Kal Ho Naa Ho’, ‘Koi… Mil Gaya’, ‘Kya Kehna’, ‘Lagaan’, ‘Main Hoon Na’, ‘Mohabbatein’, ‘Musafir’ and ‘Veer-Zaara’ were publicised with unprecedented planning.
PR campaigns now included behind-the-scenes coverage, exclusive interviews and tie-ups with television channels. Bollywood news portals like Bollywood Hungama (earlier IndiaFM) became popular sources for film updates. Business news websites also began analysing box-office performance and star branding. The PR narrative was no longer limited to a film’s release week. It was now about creating a sustained buzz before, during and after release.
From 2005 onwards the influence of PR on a celebrity’s market value became clearer. Stars with well-managed press coverage secured bigger endorsements and better roles. High-profile PR campaigns such as those for ‘Dhoom 2’, ‘Don’, ‘Gulaal’, ‘Jodhaa Akbar’, ‘Khosla Ka Ghosla!’, ‘Lage Raho Munna Bhai’, ‘Munna Bhai M.B.B.S.’, ‘Rang De Basanti’, ‘Rock On!!’ and ‘Wake Up Sid’ set new benchmarks in media engagement.
Coverage spread across business news portals, tech websites discussing production innovation, and lifestyle portals framing stars as aspirational icons. By now the best publicists were no longer just messengers. They were strategic partners who could manage hype, handle controversy and protect reputations.
The 2010s were the turning point for Bollywood PR as a business growth engine. With news media diversifying into entertainment, technology, lifestyle and business verticals, PR campaigns were able to cross-pollinate coverage. This made stars visible to wider demographics, influencing both box-office performance and brand equity. Veteran media platforms continued to offer trusted coverage while new-age news websites competed to break organic exclusives. Paid news and branded content began to supplement earned media, allowing PR professionals to control timing and tone. The smart agencies focused on blending the two without diluting authenticity.
Between 2015 and 2020, crisis management became a high-value skill in Bollywood PR. Scandals, controversies and sudden shifts in public sentiment could be turned into opportunities if handled with precision. The best PR specialists understood that silence could be as strategic as a front-page quote. By this period the industry had matured into a competitive, high-reward sector. Bollywood PR firms were handling multiple verticals at once, from film publicity to celebrity profiling and brand positioning.
From 2020 to 2025 the industry has shown a clear shift towards integrated strategies across mainstream news websites, Bollywood-focused portals, lifestyle websites, tech publications and business news outlets. Coverage is now driven by narrative control, timing and the ability to maintain momentum over months. The top Bollywood PR agencies in India have moved beyond project-based contracts to long-term retainer models, securing consistent media presence for their clients. With the competition for attention sharper than ever, PR in Bollywood has become a strategic investment rather than an optional expense.
Over the years the PR ecosystem in Bollywood has also been shaped by the media platforms covering the industry. New-age Bollywood news websites such as Bollywood Couch, Bollywood Dhamaka, Bollywood Newsmakers, BollyNext, Bollywood RedHot, Bollywood Roundup and B-Town Plus have brought fresh energy with quick-turnaround stories and niche audience targeting. In the lifestyle segment, new-age portals like Fantabulous People, Fully Famous, Glamtainment, High Life Chronicle, Millionaire Outlook, Smiling Sparrow, SpunkChick and Weekender Times have positioned stars as aspirational figures through feature-led storytelling.
Veteran Bollywood news websites including Bollywood Hungama, Glamsham, Koimoi, Santa Banta and SpotboyE continue to enjoy credibility built over years of consistent coverage. In lifestyle news websites, well-known veteran platforms such as Bollywood Life, Miss Malini, Pinkvilla, Celeb Taxi, CineMumbai, Mango Bunch, Super Showbiz and Superhit Bollywood maintain strong reader loyalty.
Legacy Bollywood websites like Cine Blitz and Filmfare still hold prestige with long-standing industry relationships. In lifestyle, websites of brands such as Cosmopolitan, Femina, Men’s Health, Verve and Woman’s Era retain an influential presence with deep editorial heritage.
The growth from a niche service in 1995 to a strategic Bollywood PR industry in 2025 reflects one clear truth. In Bollywood, visibility is currency. The publicist who can secure trust from new-age, veteran and legacy media, secure innovation angles in tech coverage, and ensure aspirational positioning in lifestyle features will always be ahead of the pack. For producers, stars and investors, understanding and leveraging this growth is no longer a choice. It is the difference between being remembered and being forgotten.
Key takeaways
- Bollywood PR has shifted from short-term campaigns to long-term strategic partnerships over three decades.
- Media diversification has created more opportunities for multi-vertical coverage that influences box-office and brand equity.
- Trust from established media combined with innovation in new-age news coverage drives the most impactful results.