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The strategy here was . The PR campaign focused on the technical grandeur and the 'Indian spirit' before the actors. They made watching the movie a patriotic duty. When Naatu Naatu won the Oscar, it validated the PR narrative that Indian cinema had arrived on the global stage. It gave the audience a collective ego boost.

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Bollywood has a richer history of making films about journalists, who often find themselves at the center of gripping social and political thrillers. These movies highlight the power of a story and the immense responsibility of the Fourth Estate. The strategy here was