Bollywood star Alia Bhatt firmly believes that no amount of promotion or public relations can salvage a poorly made film.

In a recent interview while promoting her upcoming movie “Jigra,” alongside co-star Vedang Raina and director Vasan Bala, Bhatt discussed the evolving role of celebrity PR in the industry. Bhatt stated, “PR has become a term that is often overused and misused.” She acknowledged the importance of promoting one’s work, but emphasized that it becomes problematic when it involves spreading negativity or falsehoods. “If you tell a lie 100 times, it will never become the truth. A lie is always going to be a lie,” she asserted. The “Gangubai Kathiawadi” actress elaborated that while PR can amplify positive aspects of a project, it cannot mask fundamental flaws in a film.

“You can’t save a bad film with PR; if a film doesn’t resonate, no amount of promotion can change that,” she explained. Bhatt encouraged a distinction between genuine efforts to advance one’s career and negative tactics that might undermine others. Her comments come ahead of the release of “Jigra,” directed by Vasan Bala, which is set to hit theaters on October 11, coinciding with the Hindu festival Dussehra. With this film, Bhatt hopes to continue her successful trajectory in the industry while advocating for authenticity in promotional practices.