Actress Yami Gautam Dhar took to social media to voice strong concerns over what she described as a troubling “trend” in Bollywood—paying for positive publicity or suppressing negative coverage in the lead-up to a film’s release. Writing passionately, she said, “This so-called trend of giving money, in the disguise of marketing a film, to ensure good ‘hype’… feels nothing but kind of extortion.” She warned that normalizing such practices could have a long-term negative impact on the industry, calling it a “monster” that will eventually “bite everyone.”
Her post comes amid heightened scrutiny of her husband Aditya Dhar’s upcoming spy thriller Dhurandhar, releasing 5 December 2025, following controversy around Ranveer Singh’s promotional stunt at Chamundadevi temple, which many perceived as disrespectful. This incident sparked calls for boycotts and intensified online negativity surrounding the film. Yami framed the issue as a threat to authentic filmmaking, urging producers, directors, and actors to unite to “arrest this termite of a culture” and protect the creative environment.
Yami also emphasized her personal stake as the spouse of a filmmaker who has poured “undying hard work, vision & grit” into his project, stressing the importance of letting audiences form their own opinions. She concluded with a heartfelt call to preserve the integrity and joy of filmmaking: “Lets not kill the joy of film making & presenting it to the world & letting the audience decide what they feel.”
Her post, tagged #ChardiKalaa #JaiMataDi #Dhurandhar, has sparked widespread discussion about ethics, PR practices, and accountability in Bollywood, highlighting a growing conversation about transparency and fairness in film promotion.
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