Yami Gautam Calls Out “Paid Hype” in Bollywood Promotions; Hrithik Roshan Extends Support
Actor Yami Gautam has strongly criticised what she describes as a growing and “extortion-like” practice of paid promotions in Bollywood, claiming that certain entities create negative publicity around films unless they are paid to generate favourable “hype.” Her statement comes just a day before the theatrical release of Dhurandhar, directed by her husband Aditya Dhar.

In a detailed note shared on her X (formerly Twitter) handle, Yami said she had been wanting to speak out for a long time but felt the timing was right with the conversations surrounding Dhurandhar. According to her, some platforms or individuals allegedly demand money under the guise of marketing and, if refused, put out negative commentary even before a film reaches audiences.

“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 until you pay ‘them’—feels nothing but kind of extortion,” she wrote.
“This practice is going to affect the future of our industry in a big way.”

Yami’s post quickly gained traction, drawing reactions from colleagues and fans alike. Among those who backed her was superstar Hrithik Roshan, who reshared her message and expressed support for her stance. “More power to you for calling this out,” he wrote, adding that genuine audience response should be the true measure of a film’s worth.

The actor’s remarks have reignited conversations about ethical practices in film marketing, with many inside and outside the industry echoing similar concerns about the growing influence of paid content, covert promotions, and manufactured buzz on social media.

Dhurandhar, an action–thriller, is set to hit theatres on Friday. Whether the film’s release sparks a broader industry-wide discussion on promotional ethics remains to be seen, but Yami’s candid comments have certainly thrown a spotlight on an issue many say has been quietly escalating for years.