Why Hrithik Roshan refrains from talking his heart out?

Hrithik Roshan is unlike other Bollywood stars of the present generation. In an era of over the top promotions, whereby a superstar is not beyond planting stories and discreetly dropping controversial quotes for a film's promotion, Hrithik has always preferred to maintain his aura of an aloof, unreachable, larger than life human. 

 

So it's surprising when Duggu decides to play the bugle around a film's release. Before the reader jumps to conclusions, thus bugle is also a posh, sleek one- one that sounds gently, remains with you for a while after it stops playing and has a satin touch (a bit like classic jazz). Hrithik will be meeting select media members today evening in Mumbai to present the latest song 'Tu Meri' from "Bang Bang', the upcoming mega flick. With him sporting lithe dancing shoes, and Katrina working her backside off to match the dancing star step by step, this song is going to rock charts, youtube, radio stations, what have you! That's a given. Yet, the presentation is a 'Please No Stories, No Photo Ops' gathering for media members he trusts- to acquaint them with his film. Note that Hrtihik used a similar approach- eager, warm and yet not over the top- to present the film's teaser to just 45 members of press earlier. 

 

'Bang Bang', despite being an eye poppingly expensive 150 crore flick, with little chance of actually making a profit, is going to flush out everything else in sight (a bit like the march of the Romans), a prediction I safely make. So publicity is not a must for this film, and therefore, marketing strategy of Fox Star is keeping it limited and on a personal basis. 

The blitz of PR will follow, but from what we hear, this too, will be done selectively, a welcome change in Bollywood for now. 

Having said that, Hrithik meeting the press personally, is a surprise. During Kites, a film where he bet his money and time with 100 per cent commitment, Hrithik did just 15 interviews and made less than 20 public appearances. That the film flopped didnt ring in a change in his PR strategy as a superstar, didn't shake him up to sign up countless brands or films. Zindagi Na Milegi Dobara had him enthusiastically take part in promotions, but the company of childhood friend Farhan Akhtar made it easy for the reluctant speaker in him to survive the constant media scrutiny here. Add to that, his ability to keep attention focused on the team, and once again, Hrithik's subtlety shows up. 

 

It's important to note the background of Hrithik's press strategy. He fumbles, a fact he admits to. Once, while doing an interview with TV 9, he fumbled thrice, and stuttered visibly. He requested the reporter to let him go, citing that he had been doing 5 interviews for a brand, and he isn't dealing with prepared replies here. Disarmed by his honesty, the reporter graciously obliged. That could be a factor in meeting the media infrequently, and in keeping a distance from SMS planting. 

Recently, with his divorce having shaken public imagination, Hrithik silently bore the brunt of speculations around him being adulterous. What really happens with a couple remains between them. But he never defended himself, and in his first statement about the divorce, hurt showed when he mentioned that Suzanne was moving on. He raged and ranted on social media when speculations about his wife's alimony demands made it to newspapers. He defended her throughout. 

 

Few know that the couple have mutually signed an affidavit declaring that they claim no rights to each other's assets, on their divorce document. This means, Suzanne will have to keep what Hrithik gives, she has forfeited her right to claim anything more.  

As for his change in media and PR strategy, he now has a new PR person, one who manages media relations for leading stars Katrina, Kareena and Priyanka. Post his divorce, he did make it known that his erstwhile publicist had not done 'a good enough job' of damage control. Stars often tend to blame their staff for reasons beyond the logical during tough times. 

 

Perhaps his keenness to connect with few press members emerges from trying to build a personal equation. Having been super busy with Bang Bang, and having suffered serious health issues, its been nearly 2 years since he actually spoke his heart out. Add to that, his personal life hitting crisis, and the elusive superstar now feels the need to be a little more interactive. 

 

How this new strategy actually plays out for him, is difficult to predict. But his larger than life star persona remains unchanged.