Tuesday, February 12, 2008

Bollywood Bows To Ramdev

File under: Gurus to the Stars and The Siddhi of PR

Taking a page from Scientology, Swami Ramdev is pushing Yoga (and himself in the press) to the Bollywood elite. Some have already drank the Kool-Aid:
It’s no Myth. Apna babe Mallika’s latest Khwahish is to learn pranayams from a certain Baba and ensure that Yoga ke side effects leave her glowing, inside and out.

After all, she has seen benefits abound all around in Bollywood. From the original Basanti, Hema Malini, to her reloaded version, Nisha Kothari, and macho man Suniel Shetty, celebrities in Bollywood are waxing eloquent about the wonders of Baba Ramdev’s yoga sessions.
This is an example of desirable press synergy. Ramdev gets more exposure – a lá Scientology's penchant for employing movie stars as its saints – and the stars get to project themselves as virtuous, even allowing this beauty to get away with appearing to pose topless.

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