Yami Gautam has recently voiced strong disapproval of what she describes as a growing trend of "paid hype" within the Bollywood film industry. The actress, known for her roles in films like "Uri: The Surgical Strike" and, more recently, "Haq", didn't hold back in expressing her concerns about the alleged practice of accepting money in exchange for positive publicity and reviews.
Gautam's statements come just ahead of the release of the highly anticipated action film "Dhurandhar," starring Ranveer Singh, scheduled to hit theaters on December 5, 2025. "Dhurandhar" has already generated significant buzz, with predictions of a strong opening at the box office. The film has a star-studded cast including Sanjay Dutt, Akshaye Khanna, R. Madhavan, Arjun Rampal and Sara Arjun. Directed by Aditya Dhar, "Dhurandhar" is anticipated as a potential record-breaker.
According to Gautam, this "paid hype" trend involves publications and media outlets being financially incentivized to publish positive coverage, essentially creating a manufactured buzz around a film. She alleges that those who refuse to participate in this practice often face negative coverage, even before their films are released.
While Gautam didn't explicitly link her comments to "Dhurandhar," the timing of her statement, so close to the film's release, has led to speculation about whether her concerns are related to the film's pre-release publicity.
The actress has been a vocal advocate for authentic and unbiased film criticism. In the past, Gautam has spoken out against what she perceived as unfair or disrespectful reviews of her work. In 2022, she publicly criticized a media portal for a review of her performance in "Dasvi," even requesting that they refrain from reviewing her performances in the future.
Gautam's recent film "Haq," where she plays Shah Bano, was released on November 7, 2025. The film explores the landmark Shah Bano case of 1985, a significant legal battle concerning women's rights and justice. Gautam described the role as one that any actor would dream of.
"Dhurandhar," directed by Aditya Dhar, is loosely based on Operation Lyari, a crackdown against gangs in Karachi, Pakistan. The film received an 'A' (adults only) certificate from the CBFC due to strong violence, with some visuals and language censored. With a runtime of 214 minutes, it is one of the longest Indian films ever made.
Yami Gautam's remarks have ignited discussions within the film industry and among moviegoers about the ethics of film publicity and the importance of maintaining unbiased critical standards. While the effectiveness and pervasiveness of "paid hype" remain subjects of debate, Gautam's stance underscores the need for transparency and integrity in the world of film promotion.
