In an industry increasingly driven by aggressive PR visibility, Sobhita Dhulipala says the constant amplification is not for her. Even as many celebrities lean into round-the-clock buzz, the actor maintains she prefers a more measured presence.

“Over the past few years, in brief pockets here and there, I’ve worked with a PR firm, but for the kind of life I want to lead, I’ve decided that I’m not going to require this sort of amplification. I don’t want to be visible 24x7 or be spoken about all the time. That’s not my interest, I don’t find it useful for me,” she says. Clarifying that her PR stance is purely personal, the actor notes there is no one-size-fits-all formula. “You can only have your preferences, and I think I have clarity about my own.”

On whether excessive PR can become counterproductive, she remains measured: “Most of my projects were already counterculture in their own way and I am someone who does not come from the film world or even Mumbai. I came from Vizag and learned everything on the go. I have arrived at an understanding of what I would like and what I wouldn’t like. What works or doesn’t work for others, I don’t know. I only know for myself.”

The actor recently marked her return to Telugu cinema with Cheekatilo. While she featured in the bilingual Major in 2022, her last full-fledged Telugu release was Goodachari in 2018.

Reflecting on returning to rooted Telugu storytelling, Sobhita, who is married to Telugu star Naga Chaitanya, says, “I am deeply connected to Telugu cinema as an audience and as a consumer. A lot of crisp vocabulary was used and I felt very relieved that I speak this language. It’s my mother tongue, and delivering those lines is not easy if you don’t know the language, so I enjoyed it a lot.”