Mumbai: Actor Rakul Preet Singh has spoken out against the growing culture of paid publicity and negative public relations tactics in Bollywood, calling them unnecessary and harmful, and asserting that consistent, honest work ultimately earns recognition. During a recent promotional interaction, she emphasised that authenticity and good karma matter more than manufactured narratives and aggressive image-building campaigns.
Rakul shared her views while promoting her latest film De De Pyaar De 2, in which she stars alongside Ajay Devgn. The actor addressed how publicity strategies in the film industry have changed over the years and expressed discomfort with excessive and manipulative PR-driven storytelling.
“My mind doesn’t naturally run on PR”
Speaking during an interaction with Zoom TV, Rakul said that while a basic level of publicity is part of the profession, crossing ethical lines to gain visibility is troubling. She pointed out that some publicity campaigns go beyond promotion and involve pulling others down, which she described as deeply negative.
She said every actor needs some degree of presence and outreach, but questioned the mindset behind hostile or misleading campaigns. According to her, resorting to negativity for attention reflects poorly on individuals and their values.
Rakul remarked that she believes in a more grounded approach to career growth. She underlined that good work and sincere effort are eventually recognised, even if the results are not immediate. Stressing her personal philosophy, she said she believes that good karma brings good returns and that she does not instinctively think in terms of PR strategy.
Her comments come at a time when celebrity image management has become highly structured, with social media amplification, planted stories and targeted campaigns often shaping public perception around film releases and casting announcements.
Changing publicity trends in Bollywood
Public relations in the film industry has evolved significantly over the past decade. From traditional media interviews and press meets, promotion now includes social media trends, influencer tie-ups, viral marketing and narrative positioning. Industry observers note that competition among releases has intensified, leading to more aggressive branding and visibility tactics.
Rakul’s remarks highlight a counter-view within the industry — that over-curated publicity can sometimes overshadow the work itself. She suggested that relying too heavily on publicity machinery may dilute focus from performance and craft.
Without naming anyone, she criticised the idea of using negative commentary about peers as a promotional tool. She questioned how individuals justify such approaches and indicated that she prefers to stay away from that space.
On paparazzi pressure and public appearances
Apart from PR culture, Rakul also addressed the constant scrutiny actors face over their public appearances, especially in the age of paparazzi photography and social media fashion commentary.
She said she does not put excessive pressure on herself to appear perfectly styled every time she steps out. Sharing a light personal anecdote, she mentioned that even her mother sometimes comments on her being photographed repeatedly in the same clothes.
Using that example, she noted that actors are often expected to look different and perfectly dressed in every public sighting, which can create unnecessary pressure. She maintained that it is normal to be casually dressed at times and that people should not feel burdened by constant appearance expectations.
Her remarks reflect a broader conversation in the entertainment industry about unrealistic image standards and the mental load created by constant visibility.
Film performance and upcoming projects
Rakul’s recent release De De Pyaar De 2 reportedly earned about ₹105 crore worldwide against an estimated budget of around ₹150 crore and received a mixed response from critics and audiences. Despite varied box office outcomes, she indicated that her focus remains on choosing diverse roles and continuing steady work.
She has multiple projects lined up across genres. She will next be seen in Mudassar Aziz’s Pati Patni Aur Woh Do, co-starring Ayushmann Khurrana and Wamiqa Gabbi. The film is expected to position her in a light-hearted commercial space once again.
She is also part of Indian 3, the sequel to the vigilante franchise starring Kamal Haasan and directed by Shankar. The project has faced delays but remains one of the most anticipated big-scale releases she is associated with.
In addition, she features in Nitesh Tiwari’s large-scale adaptation of Ramayana, where she plays Surpanakha. The mythological epic is scheduled for a Diwali 2026 release and is expected to be mounted on a grand scale.
Conclusion
Rakul Preet Singh’s comments underline an ongoing debate within the film industry about the balance between visibility and authenticity. While acknowledging that some publicity is necessary, she has drawn a clear line against negative and excessive PR tactics. By emphasising good work, consistency and personal values, she advocates a slower but steadier path to credibility — one built more on performance than perception.