Bollywood is not just about the films – it’s about the spectacle, the drama, and the relentless chase for attention. The stars of ‘Pathaan’, ‘Rocky Aur Rani Ki Prem Kahani’, and ‘Animal’ don’t just get noticed for their performances; their every airport look, gym run, and family outing becomes headline material. But there’s a power play behind those viral images, a world where paycheques, PR deals and paparazzi hustle collide to create the glossy coverage you see on every mainstream news site.
Who really calls the shots
Contrary to popular belief, most Bollywood celebrities do not directly pay the paparazzi for coverage. Veteran photographers have stated that while there are whispers about paid promotions, top stars themselves rarely hand out cash for being photographed. Instead, it’s the Bollywood PR machinery that often orchestrates the magic.
For mid-tier actors, influencers, and those working to climb the Bollywood ladder, PR agencies step in, tipping off photographers about where and when their clients will appear. The goal? Maximum exposure on Bollywood news websites, lifestyle portals and business news columns that thrive on celebrity content.
When it comes to the A-listers – think the likes of Deepika Padukone, Ranbir Kapoor, or Alia Bhatt – the game is more exclusive. Their appearances are tightly controlled, with only select photographers getting the nod. For these stars, the value is in scarcity and the aura of exclusivity, not in being seen everywhere, every day.
The economics of a photo op
Let’s talk numbers, because that’s what drives this business. For mid-level actors and influencers, the going rate for orchestrated coverage can range from ₹10,000 to ₹25,000 per event or appearance. For the A-listers, the stakes – and the paycheques – are much higher. While direct payments from the stars are rare, PR agencies and event organisers may pay a premium to ensure the right moments are captured and distributed to mainstream media outlets. It’s a win-win: the star gets the coverage, the photographer gets paid, and the media gets the clicks.
But it’s not always about money. Sometimes, access to exclusive events, parties, or even a simple heads-up about a celebrity’s whereabouts is enough to keep the paparazzi motivated. The promise of a scoop that will be picked up by every major Bollywood and business news site is a currency of its own.
The calculated chaos
The spectacle you see on news websites – from Ajay Devgn’s power moves to Reema Jain’s emotional moments – is rarely accidental. PR teams work hand-in-glove with photographers, choreographing the chaos to ensure the right narrative is spun. In the case of major family events, funerals, or high-profile parties, the presence of the paparazzi is as much a part of the script as the stars themselves.
Yet, this business is not without risks. Photographers often put themselves in harm’s way, chasing stars across the city, sometimes facing injury or confrontation. The hustle is real, and the rewards – both financial and reputational – can be significant.
The future of the flash
As Bollywood continues to grow as a global brand, the deals between PR agencies, paparazzi, and mainstream media will only get more sophisticated. The hunger for celebrity news is insatiable, and every appearance, every candid shot, is a potential headline waiting to happen.
In the end, Bollywood’s paparazzi game is about more than just catching a star off-guard. It’s a business – one built on strategy, negotiation, and the unending pursuit of the next big story. And in this high-stakes world, everyone’s got a role to play.