We never started out to create Spice PR. The idea was simply to create something we loved, so we combined marketing and movies, and ended up doing PR.
Back then, there was a vacuum in the space and we knew there was ample scope to do things. Fortunately, Aditya Chopra—known to be one of the most difficult persons to meet and approach—was our first client. Having Chopra on board can be purely attributed to providence. It was also a time when Yash Raj Films (YRF) was reinventing itself—we brought the studio format into the industry. The first film was Hum Tum (2004), and, in the same year, there was Salaam Namaste (2005), Dhoom (2004), and Veer-Zaara (2004). We were just surrendering to the experience, and we learnt many things on the job. I wasn’t sure if there was a future here, but we went on. It was pure luck that I got to interact with brilliant minds like Aditya Chopra and Aamir Khan. The idea was to give it our best, and we kept doing that. I think our timing was right because our story coincided with that of new Bollywood. Spice PR started out with three or four people—we are now in our 20th year.”
AN EARLY TRYST WITH BOLLYWOOD
“One of the first movies that I remember watching was Razia Sultan (1983); it featured a seductive song, Jalta Hai Badan with a nautch girl’s performance. It is an embarrassing anecdote but, as a child, I was intrigued— and vaguely attracted—by the song. Later, I picked up the lyrics, and would sing it too. One day, a few friends asked me to sing a song, and I chose Jalta Hai Badan… my mother was not pleased. Later, as a literature student, I learnt to experience narratives. Literature gives a person the quality to appreciate narratives, and also makes one a good reader...”
この記事は Harper's Bazaar India の June - July 2023 版に掲載されています。
7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、8,500 以上の雑誌や新聞にアクセスしてください。
すでに購読者です ? サインイン
この記事は Harper's Bazaar India の June - July 2023 版に掲載されています。
7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、8,500 以上の雑誌や新聞にアクセスしてください。
すでに購読者です? サインイン
Healthy Hair, Do Care
Haircare in India has evolved to include weekly champis and extensive in-clinic rituals in equal measure.
LUXURY OASIS
The Elitaire club in The Leela Ambience, Gurugram, is a sanctuary of refined elegance and privileged access.
PEP TALK
The powerhouse ingredient, peptide, could be your ticket to luscious lips.
WHAT IS ORAL SUNSCREEN?
An exploration into the potential breakthrough in sun protection.
FACE FORWARD
Injectable moisturisers are skincare's latest saviours. Bazaar India investigates its rising popularity and whether it's truly as effective as it's made out to be.
SHINING LEGACY
Charlotte Tilbury talks about leading the first female-founded brand to partner with the Fi Academy, shares her beauty secrets, and narrates tales from her journey to stardom.
LOVE POTION
Beauty rituals, steeped in tradition, are undergoing a metamorphosis for younger generations, and helping them reconnect with their roots.
POWER DRESSING
Runway shows and strong campaigns are probably the best ways to reflect the shift in society and talk about issues that matter.
UNDER THE ARMOUR
The mob wife is an official goodbye to girlhood. But the loud aesthetic conceals a dark underbelly.
ALIA UNPLUGGED
The evolution of the versatile actor has been steady and solid. She opens up to Bazaar India about what the future of Bollywood looks like, the legacy she would like to create, and how she cancels out the noise.