Ahead of the theatrical release of the much-anticipated film Dhurandhar on December 5, actor Yami Gautam has launched a sharp critique against what she describes as a 'monster' trend in Bollywood's publicity machinery. In a detailed social media post, Gautam, who is married to the film's director Aditya Dhar, highlighted the pervasive practice of paying for positive hype and labeled it a form of extortion. Her powerful statement has found support from fellow actor Hrithik Roshan, adding weight to the conversation.
The Core of the Controversy: Paid Publicity as 'Extortion'
Taking to Instagram on December 4, 2025, Yami Gautam posted a lengthy note expressing her long-held concerns. She pointed to a 'growing trend' of filmmakers and producers giving money, often disguised as marketing expenses, to ensure a film receives good hype before its release. She argued that refusal to participate in this system makes one a target for sustained negative coverage, even before the audience has seen the film.
"This so-called trend of giving money... to ensure good 'hype'... or else 'they' will continuously write negative things... feels nothing but kind of extortion," Gautam wrote. She warned that this 'plague' could severely damage the future of the Indian film industry, as it allows anyone to buy hype or spread negativity against competitors. She urged the industry's leading producers, directors, and actors to unite and 'arrest this termite of a culture' before it causes irreparable harm.
Industry Reactions and Calls for Unity
Yami Gautam framed her comments as coming from a dual perspective. First, as the wife of director Aditya Dhar, whom she called an 'extremely honest man' who has poured his hard work and vision into Dhurandhar. Second, as a concerned member of the film fraternity who wishes to see Indian cinema reach its true potential based on merit, not purchased praise.
She also drew a comparison with the South Indian film industry, noting its greater unity in standing against such practices. "In South no one can dare do such things because the industry stands united on lot of fronts," she stated, implicitly calling for similar solidarity in Bollywood.
Her stance was quickly endorsed by her 'Kaabil' co-star Hrithik Roshan. On the social media platform X, Roshan expanded on the ethical dilemma, focusing on the loss of journalistic integrity. He stated that the practice usurps the 'journalists true voice' and the 'freedom of expression', depriving creators of genuine feedback needed for growth. "Only true opinions have the potential where feedback helps us evolve," he commented.
Dhurandhar's Release Amid Multiple Controversies
The debate over ethical publicity comes as Dhurandhar, starring Ranveer Singh, prepares for its box office debut. The film's journey to release has been fraught with other controversies. Earlier, Ranveer Singh faced significant backlash after a video of him mimicking the 'Daivas' (divine spirits) from Kantara 2 at IFFI Goa went viral, with many accusing him of offending religious sentiments. Although the actor has apologized, calls for a boycott persist on social media.
Simultaneously, the film's makers are dealing with a legal challenge. The family of late Major Mohit Sharma has filed a case, alleging that Dhurandhar exploits his life story and sacrifice without their consent or necessary approval from the Indian Army. The producers have denied the film is based on his life.
Yami Gautam's bold move to speak out against the entrenched system of paid PR has sparked a crucial conversation about transparency and integrity in film promotion. As Dhurandhar hits screens, the industry is left to ponder whether her call for unity and change will be heeded, or if the 'monster' of paid hype will continue to grow.
