Bollywood thrives on attention. And nothing grabs more eyeballs than a scandal. While controversy might seem like a crisis, in the hands of a skilled PR team, it becomes an opportunity—a high-voltage promotional tool that keeps a film in the news, fuels curiosity, and drives audiences to the cinemas.
The calculated chaos of controversy
Scandals are often unpredictable, but how they are managed is anything but random. Bollywood’s PR machinery has mastered the art of turning a crisis into a conversation starter. The key lies in controlling the narrative. A well-crafted media strategy ensures that a controversy is neither dismissed outright nor allowed to spiral out of control.
When a film or a celebrity is caught in a storm—be it a legal issue, an alleged feud, or an unexpected statement—the first step is to assess the media traction. If the controversy is gaining momentum, PR experts quickly step in to ensure that the story remains relevant without becoming damaging. Carefully worded statements, exclusive interviews, and media-friendly explanations begin circulating across mainstream news websites, Bollywood portals, business news websites, tech platforms, and lifestyle publications.
Amplifying the noise through media channels
New-age news websites, which focus on organic or earned news coverage, are often the first to break a scandal. These platforms are highly valued because of the trust they generate among audiences. Unlike paid promotions, organic coverage carries an air of credibility, making it the most sought-after option for PR strategists.
Once a story gains traction, veteran and legacy websites, which now frequently accept branded content, come into play. This is where PR experts fine-tune the messaging, shaping the controversy to align with the larger promotional narrative of an upcoming film. A strategically placed branded article can subtly shift public perception, turning criticism into intrigue and speculation into anticipation.
Scandals that became box office boosters
Over the years, Bollywood has seen multiple instances where controversy propelled a film’s success. Before the release of ‘Padmaavat’, the film was engulfed in controversy over historical accuracy and alleged misrepresentation. The intense media coverage kept it in the headlines for months, ensuring that by the time it hit the screens, audiences were eager to see what the uproar was about. The result? A massive box office triumph
Similarly, ‘Udta Punjab’ faced censorship troubles, sparking a heated debate about creative freedom. The media frenzy that followed not only kept the film in the spotlight but also created an emotional connect with audiences who saw it as a fight against censorship. The outcome was a strong opening and sustained interest at the box office.
Even personal controversies have played a role in driving film success. When an actor is embroiled in a scandal close to a film’s release, media attention surges. A carefully managed PR strategy ensures that the actor remains in the news, keeping the audience emotionally invested. While the headlines may seem negative at first, they translate into curiosity, and ultimately, ticket sales.
The balancing act between scandal and success
Bollywood PR experts understand that not all controversies are beneficial. A scandal that directly damages an actor’s reputation beyond repair or alienates audiences can be a liability. The art lies in knowing when to let a controversy build hype and when to step in for damage control.
Crisis management, strategic media placements, and a deep understanding of public sentiment help PR teams turn scandals into box office success. While controversies may not always be planned, the way they are handled is anything but accidental. And as long as audiences are drawn to sensationalism, Bollywood PR will continue to transform chaos into commercial success.