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...”
Denne historien er fra June - July 2023-utgaven av Harper's Bazaar India.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent ? Logg på
Denne historien er fra June - July 2023-utgaven av Harper's Bazaar India.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent? Logg på
Filler Fatigue
With worries about facial distortion and a shift towards the natural, is it time to sav goodbye to these corrective tweaks?
Mind-Skin Connection
Is il possible for your skincare to communicate with your brain:
Tailored for the Game
Fashion meets sports as U.S. Polo Assn. names Sawai Padmanabh Singh of ol Jaipur’ s royal family its global ambassador.
Reimagined Classic
Louis Vuitton launches the Neverfull Inside Out bag, transforming the icon into a fully reversible tote.
Italian Muse
Guecr's new high jew ellery collection isa stroll through the country’s picturesque gardens.
Co Gs Art Post, Gas Art Pas New CELSIOR Net Lay the show Neking ble e dh PATRON An TH Fotal 24 ANAR Romantics
Romcoms might not have prepared me for modern dating, but they offered a timeless sartorial guide to falling in love.
Making a Case for India's Ingenuity
William Dalrymple says The Golden Road is an extraordinary story but also the most challenging book he has written in the last two decades.
On My Playlist
Playback singer turned indie-pop artiste Dhee talks about music, identity, and empowering a new generation.
Explicitly Bold
The latest lipstick range by Nars is designed to empower wearers with colour and confidence.
Art in a Bottle
The Perfume Library founder Jahnvi Lakhota Nandan believes fragrances are meant to be liberated.