Ask Dale: Open secret behind 'Saawariya' fiasco 
By IndiaFM News Bureau, November 23, 2007 - 12:28 IST
Celebrity publicist Dale Bhagwagar answers your queries from a PR point of view. Send in your questions with your name and city to askdale@indiafm.com.
PRANOY BANNERJEE, MUMBAI:
Sanjay Leela Bhansali has said that the media has been unfair to 'Saawariya' by being too critical of it. What do you think?
DALE: It is a fact that the media played the biggest spoilsport in the entire 'Saawariya' fiasco. Due to various reasons, many in the media have had a certain impression of SLB from a long time. Topics like 'his attitude' and 'favouritism' have often been discussed in media circles. Adding fury to fire, immediately after critical reviews of the film, SLB's PR machinery started working overtime with an outrageous in-your-face strategy. Probably, the director was ill-advised. SLB's statements like “Saawariya is the biggest hit of my career so far” and “Media manipulation won't kill my film” added to the media's discomfort. The Press emerged with stronger criticism for the film. Unfavourable follow-up reports added to the dismal state. By the end, it has turned out to be a heavy price to pay. |
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KAJAL MANWANI, MUMBAI:
Don't you think 'Dhan Dhana Dhan Goal' is being over-hyped?
DALE: In recent times, except for 'Lagaan', 'Iqbal' or 'Chak De India' we haven't seen any great films on sports. Also, football as a theme, has not been as famous as cricket amongst Indians, so 'Dhan Dhana Dhan Goal' needs the PR push it is being given. Luckily, it has the backing of a production house like UTV (led by a master-brain like Ronnie Screwvala), which is also known for promoting and exploiting their films to the fullest. |
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RAJAK MAJUMDAR, DUBAI:
Why does Aishwarya Rai look so plastic and fake?
DALE: She's just been herself, I guess. If some find that being fake, it's their opinion. Aishwarya's performances in films such as 'Devdas', 'Dhoom 2', 'Guru', 'Hum Dil De Chuke Sanam', 'Khakee', 'Kyun! Ho Gaya Na', 'Mohabbatein', 'Provoked' and 'Taal' have been good and not many have realized that over the years, she has matured as an actress. This image of being plastic and fake has been given to her by a section of the media, maybe because of the way she conducts herself. As I said, it's a matter of opinion. Also, the media is fickle-minded when it comes to perceptions. Today it might say something, tomorrow the opposite. Perceptions can be manipulated. We PRs do that day in and out. |
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ARSALAN AHMED, KARACHI:
Why is there a sudden rise in Akshay Kumar's popularity?
DALE: It's not sudden. Akshay has always had his loyal fans. It is noteworthy that in the last few years, his track record with films has been one of the best. In the last five years, almost every third film of his has been a success, be it 'Aitraaz', 'Andaaz', 'Bhool Bhulaiyaa', 'Garam Masala', 'Heyy Babyy', 'Khakee', 'Mujhse Shaadi Karogi', 'Phir Hera Pheri' or 'Waqt - Race Against Time'. Even his special appearance in the recent multi-starrer blockbuster 'Om Shanti Om' got him a lot of applause. Though he is not as media-savvy as he used to be, his box-office successes have more than made up for it. No doubt his popularity is rock steady. Watch out for his coming flicks 'Welcome', 'Tashan' and 'Singh Is King'. |
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SHANI COORAY, MUMBAI:
Inspite of giving duds like 'Ta Ra Rum Pum', 'Laaga Chunari Mein Daag' and 'Saawariya', the media still terms Rani Mukerji as the Queen Bee. How come? Shouldn't the title go to Ash now?
DALE: Though she has not tasted great success in 2007, Rani has been a powerhouse of talent. While 'Ta Ra Rum Pum' was a reasonable success, her act in 'Laaga Chunari Mein Daag' too was appreciated. Not to forget that in the years gone by, Rani has given very interesting performances in films like 'Black', 'Bunty Aur Babli', 'Chalte Chalte', 'Chori Chori Chupke Chupke', 'Ghulam', 'Hadh Kar Di Aapne', 'Hey! Ram', 'Hum Tum', 'Kabhi Alvida Naa Kehna', 'Kabhi Khushi Kabhie Gham', 'Kuch Kuch Hota Hai', 'Saathiya', 'Veer Zaara' and others. Add to this, her deft handling of the media and a positive 'success recipe' is ready. That's Rani; the queen bee she deserves to be.
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RIZWAN KHAN, GHAZIABAD:
Inspite of all the flak 'Saawariya' has received, Ranbir Kapoor has become a darling with girls. Will this help him find strong footing in Bollywood?
DALE: Ranbir is already on strong footing. Though he has made some mistakes and needs to immediately look into them. He's been grudging the fourth estate for being too critical of him. Ranbir should stop doing that. It is not his fault that he was recklessly over-hyped. Expectations had zoomed putting extraordinary pressure on the debutant to deliver brilliantly. Ranbir has done a relatively good job in the film. He has also shown that he has the potential to become a big star. Instead of attacking the media (which will not serve any purpose), he should direct his energies towards expressing gratitude for the vast appreciation the masses have showered upon him. His media strategies need solid revamp. Cause, right now, he seems to be going the Salman Khan way.
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About Dale
He's one of the most talked-about and quoted publicists from Bollywood. A self-confessed master manipulator, Dale Bhagwagar has looked after the imaging of some 30 feature films, more than 15 film companies and the personal PR of actors like Hrithik Roshan, Shilpa Shetty, Shiney Ahuja and Priyanka Chopra. Ask him, probe him, grill him, and then simply sit back and enjoy his frank and witty replies.
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