Yami Gautam Dhar slams trend of paid film campaigns, spreading negativity ahead of Dhurandhar release

Just a day before the release of her husband Aditya Dhar’s Dhurandhar, actor Yami Gautam Dhar took to social media on Thursday, December 4, 2025, to write a long note calling out the trend of paid campaigns for hyping certain films and spreading negativity against some.

Taking to X, Yami said that she wanted to express this for a long time. She wrote, “This so called trend of giving money, in the disguise of marketing a film, to ensure good ‘hype’ for a film is created or else ‘they’ will continuously write negative things (even before the film is released), until you pay ‘them’ money feels nothing but kind of extortion.”

Yami added that the trend will eventually “bite everyone”. “If truth is exposed about a million things under the garb of who & what ‘success’ is over the past 5 years, unfortunately it’s not going to be a pretty picture for many. In South no one can dare do such things because the industry stands united on lot of fronts,” she said.

The actor then urged producers, directors and actors to take a firm a stand. “I urge our esteemed producers, directors & actors to come together in order to arrest this termite of a culture at this stage itself & discourage it. I say this as a wife of an extremely honest man who has given everything to this film with his undying hard-work, vision & grit along with his team to create something that I know India shall be proud of,” she wrote.

She ended her statement by saying, “Lets not kill the joy of film making & presenting it to the world & letting the audience decide what they feel. We need to protect our industry environment.”

Hrithik Roshan commented on the post and shared his opinion about the trend. He wrote, “More than anything, the golden thing that gets lost and leaves them and all of us impoverished is the journalists true voice, a chance for them to inform all the creative forces behind a movie what they felt, thought, what they applaud and criticise.”

He added, “Only true opinions have the potential where feedback helps us evolve. Their own right to freedom gets unknowingly usurped and so does our chance of growth. Without freedom of expression, without the truth helping us evolve, what job satisfaction can they or any of us hope for.”

Hrithik and Yami have worked together in the 2017 film, Kaabil.

Dhurandhar stars Ranveer Singh, Arjun Rampal, R Madhavan, Akshaye Khanna and Sanjay Dutt. It will be released in theatres on December 5.