I do not believe that Bollywood is deliberately setting out to project good or evil, but rather its primary purpose is to entertain viewers in order to make a profit.
So the themes, storylines, even the morality that is portrayed in modern Bollywood productions is calculated and strategic in its aim to appeal to the modern audience of India and the world.
That you might interpret Bollywood productions as evil or good is probably more about how you interpret the tastes of the nation's consumers.
Maybe Bollywood may be subject to political, ethical or social pressure to create a certain type of film...but I am pretty certain there is no greater pressure on the Indian film industry than the pressure to return on the investment made in these lavish productions.
So the result you are seeing is simply an attempt to capture the attention of the average Indian consumer. Nothing more, nothing less.