Controversies haven’t affected Shilpa's popularity

HOOSNA, LONDON, UK: Shilpa Shetty has been the most controversial film actress off late. She has even received a lot of negative press?  Is slander actually good to be in the public eye? Where does one draw the line?

DALE: Ever since ‘Celebrity Big Brother’ happened to her, Shilpa Shetty has been falling into some controversy or the other. And though she has tried her best to evade them, they seem to have a choli daaman ka saath in her case. Luckily, most of the controversies have been clarified and negative press hasn’t harmed her at all. I guess, as long as one is not creating controversies as part of media hype, its fine. But inadvertently, when one falls into it, the best way is to let your PR machinery handle it, give it the right turn and end it your way.

Gossiping on gossip !

ASHA CHOWDARY, DNA, BANGALORE: What do celebrities feel about people who are crazy about them and want to be like them?

DALE: We are living in a society where idolizing and adulation are part and parcel of our daily lifestyles. Even our media is so celeb-driven that they constantly want to sneak even into the personal lives of stars. Don’t be surprised, but many actors too want it to be this way. It kind of endorses their popularity. So they feed the media with gossip which satisfies their needs, wants and publicity ambitions. Most of the bigger stars don’t succumb to this, but the smaller ones do. It’s a world with ‘you scratch my back, I scratch yours’ attitude and most celebs and so-called celebs can’t help living in it and doing whatever it takes to survive.

‘The Sexy Shirtless Salman’ is a hardcore PR move

SUMITA BANNERJEE, KOLKATA: I heard that Salman Khan will play Tarzan in a new Anees Bazmee film? Could he be doing this role to find just another reason to remove his shirt?

DALE: Tarzan never wore a shirt in the first place, so for a change, Salman won’t need to remove one. As long as the audience loves them, Salman is enjoying his ‘sexy bare-chested nanga-punga antics’. I think, he does them more and more to please his fans. I look at it as a hardcore PR move on his part.

Nude or not nude; Ranbir will make it

MANGESH SARPOTDAR, DELHI: Do you think Ranbir Kapoor is over-hyped? Can this kind of imaging raise expectations and backfire on the newcomer?

DALE: Yes, it can. The initial hype, during Sanjay Leela Bhansali’s ‘Saawariya’, put a lot of pressure on the debutante to deliver cent percent. But sadly, the film couldn’t work the promised magic, and Ranbir had to start over again from scratch. Recklessly hyping Ranbir before the film was a bad PR strategy and it put him behind by a couple of months. Later, even Siddharth Anand’s ‘Bachna Ae Haseeno’ couldn’t help him much, though it turned out to be a semi-hit. But I think, he has good potential and will bounce back and enter the big league one day. Ranbir is now filming for Rajkumar Santoshi’s ‘Ajab Prem Ki Ghazab Kahani’ opposite Katrina Kaif. His other forthcoming projects include ‘Wake Up Sid’, where he will be seen opposite Konkona Sen Sharma. The film is directed by Ayaan Mukherjee & produced by Karan Johar. Let’s see if these get him more fans; many more than the ones who drooled over his nude scene in ‘Saawariya’ (wink).

Promotion of a cause shouldn’t be misconstrued as exploitation of women

NAGMA HASAN, DECCAN CHRONICLE, HYDERABAD: So by using the female form in this manner for promoting its causes, you don’t think PETA is exploiting women? Isn't this strengthening the belief of people that women are mere commodities?

DALE: It’s all in the mind. If any woman believes she is a commodity, then she is. But if she believes in herself and in the strength within, then women have to power to change courses, lead the world and make it a better place for the entire human race. It’s all about how one perceives it. Promotion of a cause shouldn’t be misconstrued as exploitation of women.

Glamour for a cause

NAGMA HASAN, DECCAN CHRONICLE, HYDERABAD: Does the concept of PETA using women in bare minimum clothes work successfully in conveying the message to the people? Do these posters reach the masses and convey the right message considering a country like India where more than half the population is not educated?

DALE: If glamour provides a platform to PETA for getting its message across, then it’s fine. As long as the message is correctly conveyed, the glam and bold concepts are acceptable. It’s a simple PR principle. The purpose is catching public attention. Once that is achieved, it is easier to hammer in the message. Of course, it goes without saying that the advertising and marketing strategies should not cross cultural and ethical boundaries. If a poster uses glamorous concepts to convey a strong message and have the desired impact, then be it! After all, how many of us will even give a second glance to a poster showing patting an animal, with a message to avoid cruelty to animals. But everyone will notice with wide eyes, a poster which uses glamour to convey the same message. The very fact that we are having a discussion over this makes me believe that PETA has caught the attention of the public and the media alike. Half their battle is won.

Enhance visibility to tide over recession

ASHA CHOWDARY, DNA, BANGALORE: How will you stay positive in 2009, considering that the world is going through such a bad time?

DALE: I always say, from what a PR gets, he might make a living. But from what a PR gives, he might make a life. The economic downturn for India is going to be a slow one. It is like… jor ka jhatka, dheere se lage. There’s no point in waiting. It’s better to get going, pump up your PR and actively market yourself. For those who do, the field will be relatively open at such a crucial time. I would say, this is the time for some smart brand consolidation. We are living in a world where perception is reality. The number one objective should be to plan and smartly position oneself as a stronger brand than before. This, in turn, will be helpful in securing return on investment, which is invaluable. No one can go back and make a brand new start. But you can always start from now and make a brand new ending.

Aamir-Shah Rukh are PR masterminds

NOYON JYOTI PARASARA, SANSKRITI MEDIA, MUMBAI: After Salman Khan, now Aamir Khan too has bad-mouthed Shah Rukh Khan in the media. What do you think about these Bollywood superstars declaring a media war on each other? Are these simple publicity gimmicks? What are the consequences? You have handled Vivek Oberoi, who has faced the brunt of Salman Khan's statements earlier. Does this new superstar war affect him too?

DALE: Though Vivek’s case is a completely different story, what’s been happening between Shah Rukh and Aamir seems to be a good pastime for the tabloids as well as the masses. In times of downturn, such controversies can not only get our stars a lot of free nationwide media mileage, but can go a long way in consolidating their positions by the time recession ends. See, ‘Amitabh Bachchan ran away with Rekha’ will always make a better copy than ‘Laloo Prasad ran away with a train’. Media has always been great headlines, great stories and great packaging to me. Both Aamir and Shah Rukh are PR masterminds, and this tu-tu-main-main game is going to benefit both of them. By the way, do you think they are naïve enough, not to know this! My experience (and I have had a lot of this kind) tells me that media; the so-called watchdogs of society; as well as the masses are going to ‘act’ gullible this time too. They will lap up every word and quotable quote Aamir, SRK and the entire industry will give in reaction.

Animation will prevail

SAMINA KAREEM, ANIMATED FEATURE FOURM, MUMBAI: Do you think animated films have a good future in Bollywood?

DALE: We all have a child within ourselves, and till that child is there, animation will prevail. We have actors playing characters in films. But animation actually goes one step ahead, by creatively moulding the look and style of characters, giving further depth and dimension to them. The very thought is challenging for the animator as well as the viewer. No wonder, animation excites us.

Salman could improve in media promotions

ROSHNI MULCHANDANI, BOLLYSPICE.COM, SAN FRANCISCO: Can you name a celebrity you haven’t worked with, but intend to?

DALE: I am keen to work with Salman Khan, simply because I feel he lacks in his media promotions. I have watched his films from my college days. Trust me; he has managed to maintain a mind-boggling fan-following till date. But Shah Rukh and Aamir Khan are the ones who make all the right media moves, while Salman doesn’t! That’s why; he is clearly losing out in the perception game. His imaging mostly goes for a toss. Luckily, his consistent hits have kept him going at the top. Salman doesn’t know how to play with the media, while the other two Khan’s are cleverer.

Today, PR is about a mass communication network

SWETA BHAT, FILMNIRVANA.COM, MUMBAI: Could you comment on the developments in PR over recent years? In your opinion, what are the changes that still need to take place?

DALE: Technology, gadgetry and internet have taken the PR world by storm. Gone are the days when a publicist could make friends with a couple of journalists from select publications and channels and run his office. Today, PR is about a mass communication network. For a PR specialist, networking is a daily commitment, not a monthly ritual. There is a whole new world with loads of newspapers, channels, websites and radio stations to cater to. I have a mailing list of 2,500 journalists across India and abroad, and though it’s probably the largest mailing list amongst my fraternity, I still feel, I could double it soon.

Methods of promotion

RACHIT GUPTA, FILMFARE, MUMBAI: What avenues of promotions does a celebrity management company look at while promoting big stars?

DALE: Image-building, branding, hype, crisis management, makeovers are the new mantras for media positioning. There is a craving for attention embedded in our tiniest cells. And I have made my business to make the most of this primal urge. My media umbrella includes print, television, radio, internet media and mobile space. I do the same things all the Bollywood PRs do. Only that I do them a bit differently. That’s my USP. My PR agency offers packages for celebrity PR, film publicity, company promotions and product launches. The modes to get media mileage include, interviews, articles, features, live chats, syndications, write-ups, news and gossip snippets, lifestyle news leaks, media announcements, celebrity quotes and sound bytes, trade news flashes, trade media-buying, photo opportunities, putting up wallpapers and screensavers, internet marketing, mahurats, shooting coverage, audio reviews, press conferences, music launches, designing and packaging press kits and dockets, beta hand-outs for television media, event coverage follow-ups, organising press shows, premieres as well as post-release PR for films. If you notice carefully, the media is already almost all PR-driven. That’s one major reason why, compared to others, the PR industry is less affected during recession.

Sherlyn’s metamorphosis!

KAVERI GUNTU, HYDERABAD: On the internet, you have been credited to have propelled Sherlyn Chopra (ex ‘Miss Andhra Pradesh’) to national fame. Can you throw some light on how you achieved this, considering she started out with down-market films like ‘Naughty Boy’ and ‘Time Pass’ under the screen name of Mona Chopra.

DALE: Since you hail from Hyderabad (Sherlyn’s hometown), I understand your interest. Sherlyn had once revealed to me that by the age of fifteen, she used to wear thick reading-glasses and spend all her time immersed in books. Most of her friends in her native town found her boring. Glamour was nowhere on her mind. That was till one day she participated in the ‘Miss Andhra Pradesh’ beauty pageant. She won the crown. Then she came to Mumbai and did a couple of low-budget films with the screen name ‘Mona Chopra’. One day she met me through a common friend and I asked her to revert to her original name Sherlyn. I chalked out an elaborate strategy based on controversy and sensationalism. She did a lot of homework and her determination, drive and grit was admirable. Finally, she underwent a metamorphosis. Later one day, Sherlyn told me that she had become a fantasy for her childhood friends now, and it felt surreal.

Three cheers for Vijay Mallya

RUCHIKA SHARMA, CHENNAI: All his life Mahatma Gandhi fought against the consumption of liquor. Now a liquor baron (Kingfisher’s Vijay Mallya) has gone ahead and bought his stuff. Do you think that is a correct decision on his part?

DALE: Mr Mallya has said, he’s going to donate it to the government. Some are praising him for being a true Indian and some are criticising him for this association. I say, he’s a true marketing wiz, who has just played a PR masterstroke. Three cheers to him.

PR is an intriguing mind game in a media minefield

SWETA BHAT, FILMNIRVANA.COM, MUMBAI: What is your definition of PR?

DALE: I think PR is all about influencing minds, forming perceptions, and defining the way people see things. With the kind of reach a good PR has, he or she can sway opinions in various directions. This is also why it becomes extremely important to keep PR ethics in mind while executing promotional strategies and branding brands. Otherwise, a PR can end up misleading society and causing havoc. PR is often mistaken for plain publicity. But publicity is just one part of PR activity. It is more to do with recognition and hype. A complete PR package is about changing the outlook of people to suit the client’s requirements. It’s about imaging, branding and executing makeovers. PR is an intriguing mind game in a media minefield.

Branding Shekhar Suman as TV’s 1st ‘superstar’ was fun !

ROSHNI MULCHANDANI, BOLLYSPICE.COM, SAN FRANCISCO: Who was your first celebrity client as a PR? And what did you do for him?

DALE: My first big client was Shekhar Suman, way back in 1998. His TV show ‘Movers & Shakers’ went on to create history on Indian television, and Shekhar wanted better branding then. He hired me for his personal PR and I harped in the media about him being the ‘First Superstar of Indian Television’ till he was unanimously accepted as one. Though he desperately wanted it, I take full credit for getting him that tag. It was fun, especially as it also made me understand the reach of a publicist. Shekhar was a very demanding client, but wonderfully witty, with no dearth of quotable quotes. I grasped and learnt a lot of PR tricks while I planned and carried out his promotional exercises for the three years we worked together. Those were also the best years of his life. He was impressed with my work, and even got me the PR account for ‘Movers & Shakers’ later.

Fashion is always on the move

GUNJAN KAPUR, MA PUBLIC RELATIONS, UNIVERSITY OF WESTMINISTER, LONDON: What is your opinion about growth and development of fashion PR in India?

DALE: The urge to look good started with Adam and Eve. And it will continue till human race lasts. Fashion and its spear-headers can never go out of vogue. And PRs will always benefit from the need of the designers to market themselves. Apart from the tremendous glamour aspect, it’s an everlasting fruitful business.

Lagaan was more deserving than Slumdog

SHEELA NARAYANAN, SINGAPORE PRESS HOLDINGS, SINGAPORE: Do you think Slumdog Millionnaire deserved ‘so many’ Oscars? Even ‘The Curious Case of Benjamin Button’ was a fantastic film, but the Oscars seem to have ignored it.

DALE: I feel the Oscar awards are nothing but a solid marketing game, and by propelling Slumdog Millionaire to unassuming heights, they have proved this once again. Though it’s fantabulous to see A.R.Rahman on the international platform, I do feel that Slumdog has been an over-hyped movie. I do not have any problem with the way it portrays Mumbai though. The stark reality is very much a part of a certain section of society here. The poor do lead such a life in certain suburbs of Mumbai and that’s what the director has very ably portrayed. Must admit, the movie made me cringe and cry at times too. But then lots of movies have done that. That doesn’t make it a glowing proposition, worthy of so many Oscars. I feel, Lagaan was a much better choice for the Oscars.

Make each day your masterpiece

ROSHNI MULCHANDANI, BOLLYSPICE.COM, SAN FRANCISCO: Which are the clients you’ve enjoyed working for the most?

DALE: Hrithik Roshan, Shilpa Shetty, Priyanka Chopra, Diana Hayden, Pooja Batra, Nikita Anand, Esha Deol, Shiney Ahuja, Randeep Hooda, Arbaaz Khan, Daler Mehndi, Shekhar Suman, Nadeem-Shravan, Chunky Panday, Manoj Bajpai, Shamita Shetty, Upen Patel, Sameera Reddy, Nandana Sen, Sherlyn Chopra, Vivek Oberoi… a lot of them. And yes, I’ve also enjoyed doing PR for films of Sanjay Gupta, Akbar Khan, N.Chandra, Kaizad Gustad, Jatin Kumar, Manoj Agarwal, Vinta Nanda, Tata Infomedia Ltd, Tips Industries, Ashok Amritraj, Ritesh Sidhwani and Farhan Akhtar… including ‘Don’ and the recent ‘Rock On’. And these are just a few names I can remember off hand. My 23-year-young career, first as a journalist and later as a PR, has been no less than spectacular. Sometimes I wonder, if I were to die today, I would have no complaints. I have led a thoroughly fulfilling life till now. And come to think of it, I’m still in my thirties. My funda of life is simple – to try and make each day my masterpiece.