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Time of India
01-08-2025
- Business
- Time of India
Prabhat Choudhary: The quiet architect of India's human brands
In the crowded, glittering universe of Indian entertainment, stardom is often portrayed as an elusive alchemy, dictated by chance, charisma, and occasionally, nepotism. Yet behind some of India's most enduring celebrity narratives —from Shah Rukh Khan's global magnetism and Aamir Khan's meticulous perfectionism to Rashmika Mandanna 's fresh-faced charm as the nation's crush—stands a man who navigates fame with an understated precision. Prabhat Choudhary , founder of Spice PR , one of India's most influential yet discreet architects of celebrity brands. Choudhary, whose Mumbai-based agency has quietly redefined celebrity management over the last decade, operates on a deceptively simple principle: every celebrity, irrespective of their domain, is fundamentally a 'human brand.' This philosophy enables him to distill each individual's unique essence into narratives that resonate authentically with audiences across India's increasingly fragmented cultural landscape. "The first step," Choudhary explains, "is identifying what makes the individual unique, the core material of their personal brand." For instance, Rashmika's emergence as India's "national crush" was not fabricated but drawn from genuine public sentiment. It is this commitment to authenticity, rather than artificial image-building, that allows his clients to forge enduring emotional connections with audiences. But Choudhary's approach extends beyond Bollywood. As India's definition of celebrity expands, he has adeptly navigated the rise of non-traditional icons such as finance influencer Nikhil Kamath . "Society is evolving, and so is the concept of stardom," Choudhary remarks. "There's no reason why India's leading surgeons, architects, or financial voices shouldn't command the same recognition as film stars." Indeed, Kamath's journey—from finance professional to widely-followed commentator—is testament to Choudhary's ability to craft narratives around meritocracy, influence, and purpose. The strategy for a business influencer may differ from that of a cinema star, but the fundamentals remain the same: identifying authenticity, building trust, and amplifying credibility. "Our role is to empower individuals to be their best selves," he elaborates. "Often, even highly talented individuals can't objectively see their own strengths. Our task is to illuminate their unique qualities and present them to the world clearly and compellingly." Choudhary's success is reflected in his roster of long-standing relationships with some of India's most intuitive celebrities, including Deepika Padukone, Salman Khan, Allu Arjun, and Prabhas. In an industry often characterised by fleeting associations and transactional exchanges, such longevity is rare and indicative of deep mutual trust. "Our value is in our relationships," he states candidly. "These partnerships thrive because we deliver consistent, respectful advice and tangible results." But the path isn't without its challenges. Occasionally, clients make choices contrary to his counsel. Choudhary's role then pivots swiftly from advisor to crisis manager. "Mistakes or disagreements are inevitable in any close professional relationship," he acknowledges. "Managing outcomes effectively becomes as critical as the advice given beforehand. Public perception is dynamic, so we must be flexible and proactive in safeguarding our clients' reputations." Another significant trend reshaping Choudhary's work is India's surging appetite for pan-India films—a phenomenon that has redefined the scale and scope of regional cinema following the unprecedented success of blockbusters like 'Baahubali.' Nearly half of India's theatres are located in the southern states, and stars like Prabhas and Allu Arjun now enjoy nationwide appeal. For Spice, headquartered in Mumbai, this means striking a fine balance between centralised strategic oversight and nuanced regional customisation. "We adapt to regional sensibilities while maintaining national coherence," he explains, highlighting how Spice's campaigns deftly bridge cultural divides. Moreover, Choudhary's portfolio includes a diverse mix of established legends and rising talents, such as Vikrant Massey, Vijay Varma, and Sobhita Dhulipala. Contrary to perceptions of hierarchy within celebrity circles, Choudhary dismisses any notion of intimidation among newcomers. "Each relationship we build is intimate and bespoke," he emphasises. "To some audiences, Vikrant Massey commands as much trust and credibility as Shah Rukh Khan. Understanding this diversity is key to our approach." Choudhary's reflections on stardom itself carry an air of thoughtful introspection. "Who is a star?" he ponders rhetorically. "I found my answer in physics. A star is created by cosmic forces, a delicate and often inexplicable alignment. Similarly, celebrity status emerges when various intangible forces synchronise—charisma, timing, societal moods. We merely shape the environment in which those forces align." This nuanced perspective becomes particularly evident in his handling of the insider-outsider discourse in Bollywood. Kartik Aaryan 's success, an outsider who gained mass appeal, symbolises for Choudhary the shifting sands of Indian celebrity culture. "Kartik represents a new, inclusive dynamic," he observes. "He embodies a set of values that resonate across a broad demographic, bridging gaps between traditional stardom and relatable, aspirational success."
Time of India
20-06-2025
- Entertainment
- Time of India
Sitaare Zameen Par X review: 5 tweets to read before watching Aamir Khan's film
Sitaare Zameen Par X review: Sitaare Zameen Par, starring Aamir Khan, opened in theatres on June 20 much to the delight of fans. The sports drama has created a fair deal of buzz amongst movie buffs as it is Mr Perfectionist's first release after Laal Singh Chaddha. So, did it live up to expectations? Let's find out what netizens feel about Sitaare Zameen Par. Sitaare Zameen Par Twitter review Aamir Khan is in the limelight because of Sitaare Zameen Par, his first release in nearly three years. The film promises to be a touching and humorous tale with a message. Not surprisingly, several moviegoers took to X (formerly known as Twitter) to express their opinion about the film. A netizen called it an 'emotional celebration of dreams' and lauded the performances. Aamir Khan delivers magic again! 🌟Sitaare Zameen Par is more than a movie—it's an emotional celebration of dreams and childhood. 💫Heart-touching performances, stunning visuals, and a soulful cinematic brilliance! 🎬🔥#SitaareZameenPar #SitaareZameenParReview Another one praised the direction and applauded Aamir Khan for conveying an important message through his work. #SitaareZameenParReview ~ MASTERPIECE!Ratings: ⭐️⭐️⭐️⭐️ ½#SitaareZameenPar is a typical #AamirKhan film, with all the ingredients to go down as one of his finest films ever! SUPER DIRECTION, SUPER SCREENPLAY, and a SUPER MESSAGE that should echo everywhere — "SABKA APNA APNA… Another X user praised the kids who are part of the cast for putting their best foot forward. #SitaareZameenParReviewThis film is more than just about 'stars' 🌟1 2 34 5 stars can't measure can't judge the heart and effort of those special kids and #AamirKhan 🙏It's emotional, powerful & truly special.#SitaareZameenPar is a must-watch! Must watch. That's it. Fans also gave a thumbs up to the direction and sensitive storytelling. SUPERCALIFRAGILISTICEXPIALIDOCIOUS. The only word that describes the utterly bewitching #SitaareZameenPar Susceptible ladies (& gents!) may please carry handkerchiefs that are likely to be needed. @AKPPL_Official @SpicePR @geneliad @rsprasanna @DivyNidhiSharma #OneWordReview…#SitaareZameenParReview: ⭐️⭐️⭐️⭐️🌟SZP is a Masterpiece... Brilliant. Gripping. Heartfelt. Khan delivers yet another cinematic triumph... A tour de force performance backed by soul-stirring storytelling..#AamirKhan Sitaare Zameen Par has hit the screens alongside the Tamil-Telugu bilingual Kuberaa. What's Sitaare Zameen Par about? Sitaare Zameen Par is a Hindi-language sports comedy-drama directed by R. S. Prasanna. It is a standalone sequel/successor to Taare Zameen Par (2007) and a remake of the 2018 Spanish drama revolves around the events that take place when a basketball coach is asked to train a team of differently-abled adults. Sitaare Zameen Par stars Genelia as the leading lady.
