Yami Gautam condemns “paid hype” culture ahead of Dhurandhar release
A day before the release of Dhurandhar, Yami Gautam, wife of director Aditya Dhar, spoke out against the rising trend in Bollywood of paying for promotional hype. She called it a dangerous culture that could harm the future of Indian cinema and urged the industry to unite against it.
On Thursday, Yami shared a detailed note on X (formerly Twitter), expressing her concern. She wrote that the trend of giving money under the guise of marketing to ensure positive coverage—or face negative publicity before a film’s release—feels like extortion. She added that this practice is increasingly becoming normal, but it threatens to damage the industry’s credibility.
Yami explained that even though anyone can access such arrangements to hype their films or target rivals, it acts as a “plague” on the industry. She warned that if the truth about such practices over the past five years emerges, it will tarnish the reputation of many. “This monster of a trend is eventually going to bite everyone,” she said, urging the fraternity to recognize the danger.
She further stressed that the industry’s unity could prevent such unethical practices. “No one can dare do such things because the industry stands united on a lot of fronts,” she wrote. Yami emphasized that producers, directors, and actors must collectively reject this practice to protect Indian cinema’s environment.
Yami also highlighted her personal connection to Dhurandhar. She said her husband, Aditya Dhar, worked tirelessly with his team to bring the film to life. She called him “extremely honest” and praised his vision, hard work, and grit. Yami said her concern comes from a desire to see Indian cinema flourish at its full potential, not be dragged down by unethical shortcuts.
She added that the joy of filmmaking should remain intact. Filmmakers should focus on presenting their work to audiences and let viewers decide its merit, rather than succumb to the pressure of paid promotions and negative coverage. Yami’s note concluded with a call to protect the industry’s environment and uphold its integrity.
Dhurandhar stars Ranveer Singh, Sara Arjun, Akshaye Khanna, Arjun Rampal, Sanjay Dutt, and R. Madhavan. The film had already drawn attention for controversies in the media, but Yami’s statement has shifted focus to ethical concerns within the film industry itself.
Her remarks come at a time when the debate over paid promotions and manipulative publicity campaigns has gained momentum. Many actors and filmmakers have raised concerns over fairness and transparency in reviews and media coverage. Yami Gautam’s strong stance underscores the need for industry professionals to take collective action and safeguard the credibility of Indian cinema.
As audiences prepare to watch Dhurandhar, Yami’s message reminds the industry and viewers alike that ethical filmmaking and honest criticism matter more than artificial hype. Her call to action may spark broader discussions about accountability, transparency, and respect for creative efforts in Bollywood.
