Paid news & planted stories: The dark side of the Bollywood PR machinery

Bollywood is not just about the films you watch; it’s about the stories you consume in the media. Behind every headline, every feature, and every “exclusive” interview lies a calculated effort by PR teams to shape narratives that serve their interests. The mainstream news websites, Bollywood-focused portals, business journals, tech magazines, and lifestyle publications often become unwitting participants in this game, where news is bought, sold, and sometimes completely fabricated.

Paid news changing the media game

In recent years, the rise of paid news has transformed how Bollywood films are promoted. These stories often blur the line between editorial content and paid promotion, making it difficult for readers to distinguish genuine news from crafted publicity.

‘Padmaavat’ created waves not just for its cinematic content but for the controversies that surrounded it. PR teams seemed to have adeptly managed these narratives, apparently by planting stories in mainstream news outlets that framed the film’s challenges as battles for artistic freedom, thereby seemingly controlling the conversation and turning potential negative press into a form of publicity.

How PR stories build momentum

PR stories are the secret weapon in Bollywood’s publicity arsenal. Take ‘Talaash’ for example – the film’s marketing extended beyond trailers and posters. PR strategists are said to have worked to place personality-driven articles about the lead actors in business and lifestyle magazines, highlighting their dedication and craft, which helped maintain audience interest long after the initial release buzz faded.

Even smaller films like ‘Lipstick Under My Burkha’ saw PR hype that seemed to have carefully placed opinion pieces and reviews in mainstream news websites, framing the film as a bold feminist statement. This approach ensured that the film’s narrative stayed alive in public discourse, creating a perception of cultural importance that translated into box office attention.

The credibility challenge for mainstream media

Mainstream news websites and Bollywood portals have traditionally been trusted sources for film news and reviews. However, as paid news and advertorial content now become more prevalent, their credibility faces serious challenges. Readers often encounter glowing reviews or exclusive scoops that are, in reality, paid placements by film producers or Bollywood PR agencies.

This trend is especially visible on business news websites, where box office projections and financial success stories sometimes read more like promotional material than objective analysis. Tech and lifestyle news platforms, too, are frequently targeted for branded content that highlights the glamour and innovation associated with a film’s marketing campaign, rather than providing critical or independent perspectives.

The high stakes of controlling the narrative

In Bollywood, controlling the narrative is as crucial as the film itself. A well-placed positive article can turn a mediocre film like the Akshay Kumar-starrer ‘Joker’ into a talking point, while a strategically leaked controversy can boost the visibility of a project on the verge of fading into obscurity. Film PR agencies are the silent architects behind these moves, crafting stories that keep their clients in the spotlight.

But this comes at a cost. The increasing prevalence of paid news and planted stories undermines journalistic integrity and erodes public trust. When news becomes a commodity, the audience is left questioning what is real and what is manufactured. It’s a wake-up call for both the media and the film industry to uphold transparency and honesty.

Bollywood’s PR machinery is a masterclass in influence and perception management, but the dark side is clear – when news is for sale, truth becomes the biggest casualty. The industry must reckon with this reality if it wants to preserve the authenticity that audiences deserve.