A day before the nationwide release of Aditya Dhar’s high-voltage action drama Dhurandhar, actor Yami Gautam issued a strongly worded statement on social media, criticising what she described as an “extortion-like” culture of paid hype within the film industry. In a lengthy note shared on X (formerly Twitter), she highlighted how fabricated buzz and negative campaigning often influence public perception even before a film reaches theatres. Her post, shared hours before the film’s release, triggered widespread reactions, including support from her Kaabil co-star Hrithik Roshan.
Yami criticises paid campaigns and “extortion-like hype”
In her post, Yami expressed concern over the growing practice of paying certain groups to artificially amplify or malign a film’s image. She wrote that marketing disguised as neutral commentary has become a pressure tactic, forcing filmmakers to spend heavily or risk targeted negativity.
Calling it a harmful trend, she stated, “This so-called practice of giving money in the guise of marketing a film to ensure good hype, or else ‘they’ will write negative things even before the film is released, feels like nothing but extortion.” She emphasised that such arrangements are now accessible to anyone who wishes to artificially “hype” their own film or undermine others. According to her, this has the potential to seriously damage the film industry’s future.
Yami also warned that normalising this trend merely because it is prevalent is a grave mistake. “If the truth is exposed about a million things under the guise of who and what ‘success’ is over the past five years, it won’t be a pretty picture for many,” she wrote.
The actor further lauded the South Indian film industry for refusing to succumb to such tactics. She urged professionals across the country to unite in rejecting paid smear campaigns and restore authenticity to film marketing.
Hrithik Roshan responds, stresses need for honest voices
Among the many who reacted to Yami’s statement was actor Hrithik Roshan, who echoed her concerns. He highlighted the long-term harm such practices inflict on journalists, filmmakers and audiences alike.
Hrithik wrote that the biggest casualty of this culture is “the journalist’s true voice”, explaining that the pressure to create paid hype or negativity deprives writers of the freedom to form and express genuine opinions. “Only true opinions have the potential for feedback that helps us evolve,” he remarked. According to him, without honest critique, both artists and journalists lose opportunities for growth and creative fulfilment.
Yami praises Aditya Dhar’s commitment to Dhurandhar
In her note, Yami also defended her husband, director Aditya Dhar, against the wave of online trolling and premature criticism targeting Dhurandhar. She praised Dhar’s “honesty, vision, and undying hard work,” saying he and his team poured their hearts into the film. She expressed confidence that the film would make the country proud and urged audiences to judge the film only after watching it.
“I say this as the wife of an extremely honest man who has given everything to this film,” she wrote, adding that the joy of filmmaking should remain intact, free from toxic influences.
Legal battle surrounding Dhurandhar
In the week leading to the release, Dhurandhar also found itself in the middle of a legal dispute. The family of the late Major Mohit Sharma, Ashoka Chakra and Sena Medal awardee, approached the Delhi High Court seeking a stay on the film’s release. They claimed the film’s trailer and promotional content bore strong similarities to the late officer’s life, counter-terrorism operations and undercover mission in Kashmir—allegedly without permission from the family or the Indian Army.
The petition argued that the film’s depiction infringed the martyr’s posthumous personality rights under Article 21 of the Constitution and caused emotional distress to the family. They insisted that “a martyr is not a commercial commodity.”
However, earlier this week, the Central Board of Film Certification (CBFC) approved the film’s release with an ‘A’ certificate. The CBFC confirmed that multiple modifications and excisions had been made to comply with legal requirements, although the film’s runtime remained unchanged.
About the film
Dhurandhar is written, directed and co-produced by Aditya Dhar under Jio Studios and B62 Studios. The film features a powerful ensemble, including Ranveer Singh, Sanjay Dutt, Akshaye Khanna, R. Madhavan and Arjun Rampal, with Sara Arjun and Rakesh Bedi in key supporting roles. The film is scheduled to release on December 5.
Conclusion
Yami Gautam’s bold statement has renewed the conversation about transparency, ethics and authenticity in the film industry. As Dhurandhar arrives in cinemas amidst legal challenges, social media scrutiny and widespread public anticipation, the debate surrounding paid hype may shape future discourse on how films are promoted and perceived in India.