The contemporary film public relations' ecosystem in India - from stars to stories
by Aishwarya Ramesh; Ruchi Kher Jaggi
International Journal of Indian Culture and Business Management (IJICBM), Vol. 25, No. 1, 2022

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?

Online publication date: Thu, 17-Feb-2022

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