Actress Yami Gautam has strongly criticised the growing culture of paid publicity in Bollywood, calling it a form of “extortion” and warning that it undermines authentic storytelling. Her remarks come just ahead of the release of Dhurandhar, directed and produced by her husband Aditya Dhar, and starring Ranveer Singh.
In a detailed note shared on social media, Yami described the paid PR trend as a “plague” that threatens the future of cinema. She alleged that filmmakers are being pressured to pay for manufactured hype, failing which negative stories are circulated even before a film’s release. “This so-called trend of giving money, in the disguise of marketing a film, to ensure good hype is created, or else they will continuously write negative things,” she wrote.
The film has already attracted attention for its intense themes and depiction of violence. Ahead of its theatrical release, negative sentiment has surfaced online, which Yami linked to the paid PR racket. She defended her husband’s work, urging the industry to resist such practices and stand united against manipulative publicity tactics.
Her comments have sparked debate within the film fraternity. Actor Hrithik Roshan and several others expressed support, agreeing that the practice amounts to blackmail and damages the credibility of the industry. Observers note that Yami’s intervention highlights a growing frustration among artists who feel compelled to pay for favourable coverage.
