Actor Taapsee Pannu has voiced strong criticism of what she describes as the growing obsession with public relations and image management in the film industry, saying the focus on controlled narratives and PR strategies has reached worrying new levels. In a candid conversation, Taapsee highlighted how the ecosystem around Indian cinema has shifted over the years, placing an increasing emphasis on polishing reputations and managing public perception rather than on the craft itself.
Taapsee’s comments come amid a period when many actors and filmmakers are navigating not just box-office expectations, but also extensive PR exercises that often determine how a film and its talent are perceived by audiences and the media. In her view, the film industry’s current infatuation with curated publicity cycles and reputation management is detracting from what she believes should be the core focus: storytelling, performance and audience engagement through genuine connection.
Discussing the trend, Taapsee said the film business now appears to be driven by an almost obsessive desire to control every narrative, from announcements and promotions to post-release discussions. She suggested that instead of letting a film speak for itself through its content and the reactions it elicits organically, many in the industry now rely heavily on PR tactics designed to shape conversations, influence sentiment and manufacture buzz.
“It’s gone to some other level,” Taapsee remarked, underlining her concern that this emphasis on image management is contributing to superficial evaluations of films and performances. She reflected on how, in earlier times, word of mouth and genuine audience response played a more central role in determining a film’s success. Today, however, she argued that carefully orchestrated PR campaigns often precede, and sometimes overshadow, the actual cinematic experience.
Her critique resonated with many who feel that the industry’s evolving media ecosystem has made it difficult to distinguish between authentic appreciation and well-engineered publicity. Social media amplification, strategic partnerships with influencers, and pre-planned narrative arcs have all become commonplace, and Taapsee feels this can blur the line between honest appreciation and contrived enthusiasm.
Taapsee, who has carved out a reputation for choosing unconventional roles and speaking her mind, did not single out any individual film or promotion in her remarks. Rather, she addressed the industry trend as a whole, suggesting that while promotion is a necessary part of filmmaking in the digital age, an overemphasis on image strategy can dilute the real essence of cinema.
Her point touched on a broader discussion about how films are marketed and consumed in the age of instantaneous reactions and trending metrics. With data analytics, buzz trackers and engagement scores influencing perception, some actors and filmmakers are increasingly held accountable not just for their art, but for how effectively their teams can manage the narrative around it.
Fans and industry commentators reacted to Taapsee’s remarks with a mix of agreement and debate. Many agreed that elaborate PR campaigns have become a universal part of film promotion, arguing that in a crowded entertainment landscape, visibility is crucial. Others said that strategic communication and media engagement are tools that can help films reach broader audiences, and not all PR activity is inherently negative.
Still, Taapsee’s stance drew particular attention because she has consistently chosen to speak openly about the realities of working within the industry. Her concern is rooted in a desire for substance over style, for films to be discussed on the basis of their merit rather than the effectiveness of their publicity machinery.