A day before the release of Dhurandhar, actor Yami Gautam has sparked a major conversation in Bollywood. The actor took to X (formerly Twitter) to criticise what she describes as a growing — and deeply troubling — trend in the Hindi film industry: paying for artificial hype under the guise of “marketing.”
Yami’s Strong Stand
In a detailed note shared on Thursday, Yami explained how certain groups allegedly demand money to ensure positive buzz around a film. Those who refuse, she claims, face targeted negativity and damaging coverage even before their films hit theatres.
Calling this pattern a serious threat to Indian cinema, Yami urged producers, directors and actors to collectively push back.
What Yami Wrote
Yami described the practice as nothing short of extortion, saying:
“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.”
She added that the ease with which this “arrangement” is now accessible — whether for boosting a film or attacking another — has become a “plague” slowly poisoning the industry’s future.
A Warning to Bollywood
Yami also addressed the growing normalisation of such practices, saying many view it as “harmless,” when in reality, it is a monster that may eventually hurt everyone.
According to her, if the truth behind certain marketing-driven perceptions of “success” from the last few years were exposed, it would paint an unflattering picture for many in the business.
Speaking as a Wife and an Insider
Yami clarified that her concerns stem from both personal and professional spaces. As the wife of Dhurandhar director Aditya Dhar, she said she has seen firsthand the honesty and hard work poured into the film. But as someone who has spent years in the industry, she is equally troubled about the broader impact.
“Let’s not kill the joy of filmmaking… We need to protect our industry environment,” she concluded.
Industry Unity Is Key, She Says
Citing the strength Bollywood has shown by standing united on several issues, Yami said this marketing culture must be confronted in the same way. She emphasised that no one should be allowed to manipulate a film’s narrative through paid influence.
About Dhurandhar
Directed by Aditya Dhar, Dhurandhar stars:
- Ranveer Singh
- Sara Arjun
- Akshaye Khanna
- Arjun Rampal
- Sanjay Dutt
- R. Madhavan
The film has already been in the spotlight for multiple controversies, making Yami’s comments even more significant just hours before its release.
Final Words
Yami Gautam’s public stand has added a new layer to the ongoing debate about transparency and ethics in Bollywood’s promotional ecosystem. With Dhurandhar arriving in theatres tomorrow, her statement is likely to intensify conversations about how modern film marketing is shaping audience perception — and whether the industry is ready to fix what she calls a “dangerous trend.”
