Yami Gautam Takes on Bollywood’s ‘Paid Hype’ Culture, Calls It Creative Extortion
By Tanveer Zaidi
In a rare and forthright intervention, actor Yami Gautam has publicly called out what she describes as a deeply entrenched culture of paid promotions and manufactured negativity within Bollywood’s publicity machinery.
In a strongly worded social media post, the actor condemned the practice of extracting money from filmmakers in the name of “marketing,” likening it to nothing short of extortion that undermines creative integrity and honest criticism.
Known for her performances in films such as Kaabil and Uri: The Surgical Strike, Yami framed her criticism as a defence of authenticity in cinema.
She argued that the value of a film is increasingly being shaped not by its artistic merit or audience response, but by the size of its promotional budget and its willingness to comply with unofficial publicity demands.
Controversy and Context
Her remarks come against the backdrop of controversies surrounding Dhurandhar, directed by her husband Aditya Dhar.
The film found itself at the centre of public debate on two fronts. One involved criticism of actor Ranveer Singh for mimicking a ‘Daiva’ (spirit) during an appearance at the International Film Festival of India, which some viewed as culturally insensitive.
The other stemmed from a legal challenge by the family of late Major Mohit Sharma, a Kargil War hero, alleging the unauthorised use of his life story as inspiration.
Despite these issues, Dhurandhar has reportedly delivered strong box-office numbers, underscoring Yami’s point about how commercial success and online perception can often diverge from genuine discourse.
Calling Out the System
In her post, Yami described a system where producers are pressured to pay large sums under the guise of promotional activity to ensure favourable coverage and online buzz.
Failure to do so, she suggested, results in sustained and coordinated negative narratives.
She wrote that this “so-called trend of giving money in the name of marketing to create hype, or else facing continuous negative writing, feels nothing but extortion.”
Her words reflect a growing unease within the industry, where many believe that criticism has been weaponised and monetised, leaving little room for honest appraisal or organic audience engagement.
Industry Support and Wider Impact
Yami’s stance found notable backing from actor Hrithik Roshan, who publicly endorsed her views and echoed the need for sincerity and fairness in film criticism.
His support lent significant weight to the argument, suggesting that concerns over artificial hype and paid narratives are widely shared, even if rarely voiced by top stars.
Observers say the issue goes beyond individual films or stars. Paid hype, critics argue, distorts market realities by allowing heavily promoted but mediocre films to dominate attention, often sidelining smaller, content-driven projects.
Over time, this discourages experimentation, risk-taking and storytelling diversity, narrowing the creative horizon of Indian cinema.
A Call for Course Correction
Yami Gautam’s outspoken critique has ignited a much-needed conversation within film circles and among audiences.
Her message challenges producers, actors, journalists, influencers and platforms alike to introspect on their roles in sustaining or dismantling a system that prioritises perception over artistry.
More than a protest against unethical marketing, her stand is a call to protect the soul of cinema itself — where films succeed or fail on merit, and criticism serves the audience rather than commercial pressure.
By Tanveer Zaidi
(Actor, Author and Educationist)
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