Bollywood PR agencies complement the marketing efforts of a firm. They ensure that all promotional events or activities for the film receive maximum coverage across platforms. This used to include traditional media earlier, but nowadays PRs focus on internet websites to maximise their reach over the youth and also for their posterity value.
They do it by informing news editors, reporters and journalists about events, tracking media attention, and creating hype about the film or the people involved with it. They give exclusive news and sneak peeks to the audience after the film is announced. This helps to publicize the film. They also release some snippets from the lives of celebrities involved in the film and create intrigue.