Title: The contemporary film public relations' ecosystem in India - from stars to stories

Authors: Aishwarya Ramesh; Ruchi Kher Jaggi

Addresses: Symbiosis Institute of Media and Communication, Symbiosis International (Deemed University), Pune, Maharashtra, India ' Symbiosis Institute of Media and Communication, Symbiosis International (Deemed University), Pune, Maharashtra, India

Abstract: Indian cinema is now at its most experimental phase as we get to see unconventional stories more frequently than ever. While it reflects great creative progression in terms of filmmaking, at a deeper level, these stories are challenging the larger moral fabric that has existed conventionally. Of the many reasons that have contributed to this change, public relations (PR) is a major component. How do PR professionals build stories, create strategies that resonate with people despite having a starkly different tonality?

Keywords: storytelling; social media communication; popularisation of beliefs; star value; fandom; creative strategies; commercial returns; OTT; celebrity PR; digital media; film PR; India.

DOI: 10.1504/IJICBM.2021.10037888

International Journal of Indian Culture and Business Management, 2022 Vol.25 No.1, pp.17 - 37

Received: 27 Oct 2020
Accepted: 03 Jan 2021
Published online: 17 Feb 2022 *