The highly competitive entertainment industry requires celebs and personalities to stay in the limelight to continue getting assignments. The audience is hungry for gossip and loves sneak peeks into the personal lives of celebrities.
Bollywood PR agencies in Mumbai thus thrive on gossip, spice, controversy and PR hype to help popularize actors and their PR clients in Indian news websites.
Controversies create a PR buzz and make the viewers curious and thus increasing the revenues of their films. Gossip, spice and controversy thus become marketing tools that drive success.
This article about How Bollywood PR has evolved over the last 25 years gives some striking details. It talks about how the Bollywood PR industry has changed over the years and become so influential that it has become an integral part of the social fabric of Indian society.