Filmmaker Karan Johar has voiced strong criticism against the excessive use of paid publicity in Bollywood, urging actors and filmmakers to let their work speak for themselves. In a recent statement, Johar emphasized that the industry would be better off if public relations and marketing strategies were not overused.
Speaking about the trend of publicity overdrive, Johar said, 'Bollywood should stop doing PR. The constant push for visibility through paid campaigns often overshadows the actual content. We need to trust our craft and let the audience discover it naturally.'
Johar's comments come amid growing concerns about the saturation of promotional content across social media and traditional platforms. Many industry insiders have noted that the line between genuine engagement and manufactured hype has blurred significantly in recent years.
He further added that actors and filmmakers should focus more on creating meaningful cinema rather than spending resources on elaborate marketing campaigns. 'When your work is good, it will find its audience. Over-relying on PR creates a false sense of success and can even backfire,' Johar explained.
The filmmaker's remarks have sparked a debate within the industry, with some supporting his view and others defending the need for strategic promotion in a competitive market. However, Johar remains firm in his belief that substance over style is the key to long-term credibility.
This is not the first time Johar has spoken about the changing dynamics of Bollywood. He has previously advocated for more authentic storytelling and less dependence on star power. His latest comments reinforce his stance on prioritizing art over artificial visibility.
As the industry evolves, Johar's call for a more organic approach to publicity might inspire a shift in how films are marketed. Whether the trend will change remains to be seen, but his words have certainly added a new dimension to the ongoing conversation about Bollywood's promotional culture.
