Dale Bhagwagar is one publicist who loves helping the underdog. When Priyanka Chopra was neck deep in controversies during her initial days in Bollywood, the publicist happily took on the mantle of tackling the media for her.

Once when singer Daler Mehndi was 'banned' by the entire media for misbehaving at a press conference, Dale was the only publicist who agreed to take on Daler's work and help him get the ban lifted in just a week.

When Shilpa Shetty won Celebrity Big Brother, the publicist devised fool-proof media strategies to keep her in news 24x7 and make her the most talked-about film actresses in today's times.

He even catapulted a Sherlyn Chopra (who started her career with down-market films) to fame, channeling to good use, all the controversies she fell into. It seems the publicist realized, she had a way of putting her foot in her mouth every time she opened it, and he used that to full PR advantage.

And now when Vivek Oberoi has signed up with Dale for PR, the media man has engineered a turnaround for his negative image in the media in just six months of working with the actor.

For various reasons including Aishwarya Rai and Salman Khan, Vivek was called a publicity-hogger and a manipulator; and was despised by the media a couple of months ago.

But ever since the cunning PR has taken over Vivek's work, the actor has suddenly turned a darling of the media. Vivek started off with apologizing in the media but ended up bagging two plum projects... one with the Karan Johar camp (which stars him along with Saif Ali Khan and Kareena Kapoor) and the other with Tips Industries.

Its surprising how this publicist manages to turn images and reputations from downright negative to lovingly positive, while maintaining a notoriously negative touch-me-not image for his own-self.

So you see, the British press (which who got a taste of Dale's PR tactics during Celebrity Big Brother) doesn't call him a "PR Guru" for nothing.