From what we’ve witnessed, a cultural icon for today’s generation, Punjabi singer and actor Diljit Dosanjh, has managed to take on controversies beautifully with a finesse mostly because of his ingenious PR team. But they have taken a leap: turning challenges into opportunities and maintaining and even increasing Dosanjh’s reputation as a relatable and grounded celebrity.
It is Diljit’s capacity to incorporate the roots of a culture with contemporary tastes that appeals to him. He showed this balance most recently when responding to the ‘alcohol song’ controversy. Days after riding a wave of protests with the translated song ‘Koka Kola’, popular singer Diljit has decided to give the goose a pipe blow for coming forward to help the cause of the protest song. He acknowledged the concerns, but also challenged the hypocrisy of targeting musicians when those same types of sales are still occurring. Bolstered by the fact that he had never spent time in jail for supplying drugs, he boldly proposed he would stop singing about it if you banned alcohol consumption throughout the country. Both this direct yet thoughtful approach and his being perceived as a responsible public figure, resonated with audiences.
Diljit further took his stance during a concert in Gujarat, a state with strict prohibition, during a concert. He didn’t refuse to perform alcohol-themed songs after having received no government notice, and explained his decision to the audience. Their focus on tracks like ‘Patiala Peg’ overshadowing my spiritual contributions is something that I would like to highlight, he said, because my discography is quite rich on devotional music.
One main part of Dosanjh’s PR strategy has been social media. His team makes sure his platform is always staying relevant and positive, they constantly share updates about his projects, his own moments, and of course his acts of generocity. There was a viral example of a young girl trying to hear his concert from her terrace. Diljit moved on in with a must don’t pass, moving her along with his warmth and humility.
Solidifying his image more is collaborations with credible brands and artists alike. In so doing, these partnerships can extend his reach, and by association, confer quality and trust upon him. He is also at the top of philanthropic activities which depict him as celebrity whose time is dedicated to helping his fellow men.
Diljit Dosanjh and his PR team have been able to set a new benchmark in being transparent, collaborating tactically and doing the real thing when it comes to managing public images.
