If the couple pulls off the coup, trust me, all the rest will follow. If a media house is ready to pay serious money to cover the wedding (honeymoon, too? Or is that a separate deal?), it’s perfectly kosher. Kunder is not holding a gun to anybody’s head. If his strategy works, it would mean that technically, the wedding comes for free, so does the ring and everything else.
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It needed a Raj Kunder to show amateurs how to play the celeb game professionally. What’s more, everyone is cool with it – readers, viewers, consumers of assorted media platforms.It works great for all the players. Scoops, scandals, affairs, weddings, funerals, births…. Gone is the coy era of demanding privacy. In an email to editors ,he provided precise details about the engagement ring ( 2.5 million pounds, if I remember right), and offered access to the magical moment itself – the proposal!! All this, for a big fat fee, of course. Kunder has offered a bouquet of photo-ops as ‘exclusives’ to a high end publication. Going, going, gone to the highest bidder.
Today, on the threshold of becoming man and wife, the blissed out couple is going for the kill ( think Catherine Zeta- Jones and Michael Douglas). That’s how celeb journalism works in the West ( think Posh Beckham, Madonna et al). And she found a besotted investor-suitor in the much- married Raj.Realising the commercial potential of their new-found togetherness, both of them decided to hire a publicist to feed choice tidbits of the growing pyaar-vyaar to a hungry tabloid press. After that win, Shilpa positioned herself as a brand worth investing in. But her standing in Bollywood is still where it was before she shot to fame as the late- Jade Goody’s bete noire in Britain’s much- watched reality show, ‘Big Brother’.
Shilpa is a charming and an extremely well- liked individual. The entire world has been given the minutest details of her romance with a certain Raj Kunder – Jab they Met – and what followed. Our lissome and smart Shilpa Shetty is soon to marry. But at least it was a cashless transaction – the Lord be praised. The mobs she said she feared, left her alone, except for a few pesky kids who were brushed off by Sulking Sam. How did this end? She was politely and firmly escorted to a business class lounge, which is what her business class ticket entitled her to. How many people even know who she is? Yet, in her own eyes, she equates herself with bonafide VIPs. In their case, there would definitely be security issues to deal with in case of a delayed flight.
Or more realistically speaking, a Shah Rukh Khan. According to reports in tabloids, she threw a royal fit at Mumbai airport recently when she was denied entry into the VIP lounge, which is reserved for – yup – VIPs!! Obviously, the officer in charge of the lounge did not put this Bollywood starlet into the same category as say, a P. Let’s take two or three recent examples, starting with a starlet called Sameera Reddy. Media -made celebs have realized the potential and swiftly moved to monetize what they see as their ‘worth’. There is a biz opportunity in every celeb sneeze and squeeze.
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Once that tag is attached to an individual, a free market situation does the rest. Anybody who has ever made it to ( even paid big bucks to get there) is deemed an ‘official’ celebrity. Today, the scenario has changed so dramatically when it comes to celeb journalism, I am constantly awestruck by the brazenness of it all. That’s how I started ‘Celebrity’ which struggled to survive for three years before shutting down. Having tasted success with these two ‘products’, I foolishly imagined I could launch one of my own. Like ‘Stardust’, the new arrival was an instant hit in urban India … and is still around in its original avatar. It was perhaps India’s first honest –to- goodness celeb mag that chronicled all that was good, bad and ugly about the belle monde of that era. Thirty odd years ago, I was encouraged by my then bossman, Nari Hira to conceptualise another popular magazine, after having launched and run the path- breaking ‘Stardust’ for a decade.
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