iWorld
The Evolution of Celebrity PR: How Social Media Changed the Game
Mumbai: In January 2024, we experienced the introduction of Apis Honey, with its launch being endorsed by Sanya Malhotra. Beyond her acting prowess, Sanya is renowned for her dedication to fitness and a mindful lifestyle. Her association with the launch extended beyond mere celebrity endorsement, as her commitment to health aligned seamlessly with the product’s ethos and this association was appreciated by the audiences. Contrastingly, Poonam Pandey generated significant backlash from audiences, particularly on social media, when she falsely claimed her death on her social platforms in February 2024. Merely two days later, she retracted the announcement, attributing it to an attempt to raise awareness about cervical cancer. The controversial episode stirred a wave of negativity, with social media serving as a prominent platform for expressing disapproval.
Over the years we have seen that celebrity endorsement serve as a powerful catalyst in shaping a brand’s identity and fostering consumer connections. Celebrities, as cultural icons, bring a unique aura and relatability, instantly elevating a brand’s visibility and appeal. Their endorsement not only sparks initial attention but also embeds the product in the consumer’s psyche.
The world of celebrity public relations has undergone a seismic shift in the digital age, driven by the rise of social media. Gone are the days of meticulously crafted press releases and controlled media narratives. Today, stars and their teams must navigate a dynamic, two-way street of constant engagement with fans and the ever-watchful eye of the internet.
Traditionally, media outlets served as gatekeepers, controlling the information disseminated about celebrities. Interviews, magazine covers, and carefully managed appearances shaped public perception. Social media bypasses these gatekeepers, empowering celebrities to connect directly with audiences. A Sprout Social report revealed that 89 per cent of consumers follow brands on social media, highlighting the potential for direct engagement. Celebrities like Dwayne “The Rock” Johnson, with his 344 million Instagram followers, actively cultivate relationships with fans, fostering loyalty and creating a powerful voice beyond traditional media.
The carefully constructed personas of yesteryear are giving way to a demand for authenticity. Platforms like Instagram Stories and live streams offer unfiltered glimpses into celebrities’ lives, humanizing them and building trust. 72 per cent of consumers expect brands to be authentic on social media, according to Edelman’s 2023 Trust Barometer, a sentiment that extends to celebrities. Stars like Priyanka Chopra, known for her no-nonsense conversations has been promoting her hair care brand on her social pages and garnered sizeable traction and appreciation.
Interesting aspect of social media is that the social media’s immediacy can turn a minor misstep into a full-blown public relations crisis. Celebrities face the constant risk of being captured in compromising situations or making off-hand remarks that quickly snowball online. Take for instance Akshay Kumar’s endorsement of a pan masala brand in 2023 sparked controversary as he had made open statements during earlier years of never endorsing such products and leading a health conscious life.
Further, in many cases social media has made it easier to spread misinformation, underscoring the need for swift and effective crisis management.
Social media empowers celebrities to champion causes they care about, using their platforms to raise awareness and mobilize action. Studies show that 76 per cent of consumers are more likely to trust a brand that supports a cause they care about. Celebrities like Emma Watson, a vocal advocate for gender equality, and Leonardo DiCaprio, known for his environmental activism, leverage their reach to drive positive change.
Marketers are constantly gathering viable information via social media pages to extract data insights into audience engagement and sentiment and how such endorsements are impacting the brand. PR teams can track follower growth, analyze post performance, and gauge brand sentiment, allowing for data-driven decision-making. Tools like Sprout Social and Hootsuite help measure the impact of campaigns and optimize strategies. This focus on quantifiable results is crucial for demonstrating the return on investment (ROI) of social media efforts.
And how can be ignore the tsunami influencers which have flooded the social media landscape. Micro-influencers, individuals with smaller but highly engaged followings, have emerged as powerful marketing tools. 89 per cent of marketers plan to leverage micro-influencers in 2024 (Influencer Marketing Hub, 2023), and celebrities are increasingly partnering with them to reach specific audiences. Additionally, the role of community management has become critical, with dedicated teams responsible for fostering positive online interactions and mitigating negativity.
We live in a world of quick consumption and despite its transformative power, social media presents unique challenges for celebrities and their PR teams. The constant pressure to maintain engagement, the threat of online harassment, and the ever-evolving nature of platforms demand adaptability and resilience and most importantly to be relevant in the eyes of the audiences they want to attract.
The author of this article is Newton Consulting India COO Smita Khanna Kithania.
iWorld
Why Peaky Blinders is one of television’s biggest hits that still deserves more attention
Six seasons, multiple awards and the release of Peaky Blinders: The Immortal Man bring the Shelby saga back into the spotlight
In the crowded universe of streaming content, only a handful of shows manage to leave a lasting cultural footprint. Peaky Blinders is overwhelmingly considered one of the biggest global hits of the past decade. Yet many viewers still haven’t fully explored the dark, gripping world of the Shelby family.
Originally produced for the UK’s BBC and later finding a massive global audience through Netflix, the series quietly grew from a British period drama into a worldwide streaming phenomenon.
Created by Steven Knight, the show follows the rise of the Shelby crime family in post-First World War Birmingham. What begins as a gritty street-gang story gradually expands into a sweeping narrative about ambition, politics, power and survival.
At the centre of the saga is Thomas Shelby, portrayed with extraordinary depth by Cillian Murphy. The casting of Murphy is widely regarded as perfect for the role. With piercing eyes, restrained dialogue and an almost hypnotic screen presence, he transforms Shelby into one of the most unforgettable characters in modern screen storytelling.
Murphy’s brilliance lies in his restraint. He rarely shouts or performs theatrically. Instead, a quiet stare, a calculated pause or a subtle shift in expression conveys the emotional storms within the character. Beneath the ruthless gang leader is a war veteran carrying trauma, guilt and loneliness. Murphy captures this complexity with remarkable precision, making Thomas Shelby both terrifying and deeply human.
Beyond its central performance, Peaky Blinders stands out for its unfiltered portrayal of reality. The show does not romanticise crime. Instead, it exposes the harsh social conditions of early 20th-century Britain, from poverty and class struggle to political extremism and the psychological scars left by war.
The series also presents powerful female characters who hold their own within the Shelby empire. Polly Gray, played by Helen McCrory, is the strategic backbone of the family and one of the most formidable figures in the story. Women in the series shape decisions, influence power structures and challenge the rigid social norms of the time.
Across six seasons, the narrative grows dramatically in scale. What begins in the smoky streets of Birmingham evolves into a story involving political conspiracies, fascism and international criminal networks.
The series has also earned significant critical acclaim. It won the BAFTA Television Award for Best Drama Series in 2018 and multiple National Television Awards for Best Drama, cementing its reputation as one of Britain’s most celebrated modern shows.
Another defining feature of the series is its iconic music. The show’s opening theme, Red Right Hand by Nick Cave and the Bad Seeds, became instantly recognisable and widely associated with the Shelby universe. Combined with a powerful soundtrack featuring artists such as Arctic Monkeys and Radiohead, the music helped shape the show’s dark, stylish identity and became hugely popular among fans.
And the Shelby story is not over yet.
In fact, its legacy is unfolding right now. The long-awaited feature-length continuation, Peaky Blinders: The Immortal Man, was released on March 6, 2026, bringing the Shelby universe from streaming screens to cinemas and giving fans a new chapter in the saga.
For viewers who have not yet stepped into this world, the timing could not be better.
Six gripping seasons are ready to binge on Netflix. A new film has just arrived in theatres. And at the heart of it all stands one of the most magnetic performances in modern drama by Cillian Murphy.
So if Peaky Blinders has been sitting on your watchlist for years, this weekend is your moment.
So, by order of the Peaky fookin’ Blinders, consider this your cue to finally step into the ruthless world of Thomas Shelby. Pour yourself a drink, clear your schedule and press the play button. Because when the Peaky Blinders give an order, you listen.
