Yami Gautam Calls Out ‘Paid-Hype’ Trend in Bollywood Ahead of Dhurandhar Release

In the lead-up to the premiere of Dhurandhar, actress Yami Gautam has taken a stand — not just for one film, but for the soul of Bollywood itself. Through a heartfelt post on X, she voiced grave concerns about a growing trend: money-backed promotions masquerading as publicity. According to her, this “so-called marketing” often means filmmakers have to pay to generate positive buzz — and if they don’t, negative press may follow. 

Calling this culture “a plague,” Yami warned that it undermines true Genius and can corrode the integrity of the complete movie industry. She advised her friends — actors, administrators, and producers — to come together, demand transparency, and resist the stress to shop for hype. 

Yami also contrasted this with the film atmosphere inside the South, which she praised for higher solidarity and resistance to such toxic practices. 

Adding voice to her call was veteran actor Hrithik Roshan, who echoed her belief that real, honest opinions — not paid PR — are what help cinema grow. 

For film-lovers and creators alike, Yami’s bold stance is a reminder that the art of storytelling deserves honesty — and that sometimes, the bravest role an actor can play is one outside the frame: the role of a conscience.