Public relations (PR) campaigns have long been essential tools in the entertainment industry, promoting films and celebrities. However, these strategies can sometimes devolve into disinformation efforts aimed at tarnishing reputations.
Hollywood actress Blake Lively, for instance, faced a smear campaign after voicing concerns about harassment by a director and co-star. This deliberate effort to undermine her credibility highlights how PR tactics can sometimes be misused to shift narratives and manipulate public perception.
Dale Bhagwagar, known as the Father of Bollywood PR for having established the first entertainment PR agency in the Hindi film industry in the nineties and credited with creating the Bollywood PR machinery as it exists today, notes that such campaigns often echo political disinformation strategies.
The Bollywood PR guru points out that false narratives and manipulated information are strategically deployed to serve specific agendas, often exploiting unsuspecting individuals to amplify misleading content. “PRs should focus on ethical methods and avoid crossing lines unless it serves a larger cause benefiting society at large,” he adds.
Bollywood has encountered similar challenges. In 2023, deepfake videos falsely portraying actresses like Alia Bhatt and Rashmika Mandanna surfaced, raising serious concerns. These manipulated videos underscored the potential of technology to harm reputations and spread falsehoods.
Beyond individual cases, Bollywood has also faced coordinated online disinformation aimed at boycotting films. Ghost accounts and orchestrated hate campaigns have targeted movies and actors, affecting box office outcomes and creating a polarizing environment that stifles artistic freedom.
To counter these issues, it is essential to critically evaluate the information we consume and share. As Bhagwagar suggests, misinformation thrives on unchecked dissemination.
By fostering a culture of accountability and discernment, both within the industry and among audiences, we can curb the spread of disinformation and uphold the integrity of creative expression.
