Debutant actor Veer Pahariya from the Akshay Kumar film Sky Force is the talk of Bollywood these days—not merely because of his performance but also for his pushy and extremely aggressive PR campaign, which is allegedly bringing the game to a whole new level and even going against Kartik Aaryan’s promotional style.
Veer’s promotion has fueled massive social media chatter and discussion, with some lauding his efforts and others ridiculing the excessiveness of his publicity.
As opposed to most new Bollywood entrants, Veer’s PR strategy has included sudden visits to the theater where he danced with spectators while watching with fans, social media viral stories, and recycling past photos alongside co-star Sara Ali Khan in an attempt to create hype.
The actions, though, have backfired in some sections with trolling and complaints of hype-driven promotion that fails to be equal to his modest screen space in the film.
Netizens have noted that although Kartik Aaryan’s PR is normally praised for its charm and likability, Veer’s attempt appears more manufactured and too forceful, sometimes found as desperate attempts for attention.
In spite of the criticism, Veer has displayed a tongue-in-cheek and self-deprecating personality by chatting with memes and criticisms on social media, which could be an image makeover strategy to dilute the effect of the criticism.
His first film Sky Force has been commercially successful, but the controversy over his PR strategy confirms the thin line between natural buzz and overhyping in Bollywood’s promotional scenario.
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