Pankaj Tripathi feels top Bollywood PR agencies are the only thing missing with talented newcomers
When Pankaj Tripathi speaks, the industry listens. The 48-year-old actor, fresh from his success in ‘Stree 2’, has identified a critical gap hampering the rise of promising new talent in Bollywood — the absence of effective public relations machinery.
In a candid conversation with the media, Tripathi highlighted how numerous talented newcomers are creating impressive work but failing to gain adequate recognition due to limited media exposure. “Kaafi naye talent audience ke dil mein apni jagah bana pa rahe hain,” he observed, specifically mentioning the actors from ‘Laapataa Ladies’ — Nitanshi Goel, Pratibha Ranta, and Sparsh Shrivastava. “Woh kaam acha karte hain, bas unke paas PR machinery nahin hoti ki wo apne kaam ki prashansa karwa payein,” Tripathi explained, emphasising that while these actors deliver excellent performances, they lack the PR infrastructure to properly showcase their talent.
The veteran performer, who himself took 18 years to establish his position in the industry, understands the struggle all too well. He pointed out that while today’s newcomers benefit from additional platforms like OTT services that weren’t available during his early career, they still face significant challenges in gaining media attention. “They aren’t able to reach the right people to get articles published on them,” he noted, highlighting a systemic issue within the industry.
For mainstream news outlets and dedicated Bollywood websites, this represents a missed opportunity. The focus often remains on established stars, while emerging talent goes unnoticed despite delivering stellar performances. This imbalance affects not only the actors but also the media ecosystem that could benefit from fresh, engaging stories about rising stars.
Tripathi’s observations come at a critical juncture when Bollywood films are experiencing challenging times at the box office. He suggests that alongside producing more culturally rooted content — “Aur zyada rooted stories hon, aur kya?” — the industry must also address how new talent is promoted and presented to audiences.
The actor cited ‘Mimi’ as an exemplary film that succeeded because it balanced interesting storytelling with cultural rootedness. “It was an interesting story, but the backdrop of it was so rooted, and it was based in culture, thus people related to it,” Tripathi explained. This combination of authentic storytelling and cultural connection creates the perfect foundation for new talent to shine — if only they had the PR support to amplify their work.
While established actors like Tripathi benefit from years of networking and relationship-building with media contacts, newcomers start from scratch in terms of industry connections. “We are now a bit experienced, so we have some connections with the media. Newcomers don’t; they just need space in the media and they will reach people more,” he observed.
This situation presents an opportunity for both PR agencies and news outlets. As business and lifestyle websites increasingly accept branded content alongside organic coverage, there’s potential for more strategic promotion of newcomers. The most valuable coverage remains organic, earned media attention, which generates authentic trust with audiences. However, the pathway to securing such coverage requires professional PR guidance — precisely what Tripathi identifies as missing.
For the industry to thrive, this gap must be addressed. Talented newcomers need strategic PR support to gain visibility across mainstream news platforms, Bollywood-focused websites, and broader lifestyle and entertainment outlets. Without this crucial component, promising careers may stall despite exceptional talent and hard work.
Tripathi’s comments serve as both an observation and a call to action. As Bollywood continues to evolve and adapt to changing audience preferences, ensuring that fresh talent receives appropriate media attention isn’t just beneficial for individual actors — it’s essential for the industry’s continued relevance and success.