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Yami Gautam
In a bold X post that has ignited fierce debate, actress Yami Gautam Dhar has laid bare a festering issue in Bollywood: the insidious practice of paying for positive buzz or facing orchestrated negativity.
Posted just hours before her husband, Aditya Dhar‘s, directorial debut, Dhurandhar, storms theaters on December 5, 2025, the note, garnering over 278,000 views, calls this “trend” nothing short of extortion, threatening the soul of Indian cinema.
“This so-called trend of giving money, in the guise of marketing a film, to ensure good ‘hype’… 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 wrote, her words raw and resolute.
She did not mince words, labeling it a “plague” and a “monster” that could “bite everyone” if unchecked, especially after the last five years of inflated “success” narratives.
Drawing a stark contrast, she praised the South Indian film industry’s united front, where such tactics “no one can dare do.”
The Personal Stake: Defending Dhurandhar’s Integrity
Yami’s plea is deeply personal. As the wife of Uri: The Surgical Strike director Aditya Dhar, she is championing a film she believes “India shall be proud of.”
Dhurandhar, a high-octane spy thriller starring Ranveer Singh, Madhavan, and Arjun Rampal, marks Ranveer’s return to the big screen after a two-year hiatus.
Produced by Dharma Productions and Junglee Pictures, it is an ambitious project boasting one of Bollywood’s largest action units.
However, whispers of pre-release backlash, fueled by controversies such as a comedian’s off-color remark about a South Indian deity at the IFFI, have cast shadows.
“I say this as a wife of a sincere man who has given everything to this film with his undying hard work, vision & grit,” Yami added, ending with a fervent call: “Let us not kill the joy of filmmaking… letting the audience decide what they feel.”
Her hashtags #ChardiKalaa, #JaiMataDi, #Dhurandhar blend resilience with reverence, underscoring her faith in authentic storytelling.
Hrithik Roshan Amplifies The Cry For Truth
The post did not stand alone for long.
Superstar Hrithik Roshan, replying within an hour, lamented the “golden thing that gets lost”: journalists’ actual voices. “Only true opinions have the potential where feedback helps us evolve,” he wrote, decrying how this erodes “freedom of expression” and stalls industry growth.
His response, now viral, has amplified Yami’s message, turning it into a chorus against manufactured narratives.
Industry Echoes: A Tide Turning?
Reactions poured in swiftly.
Film marketing consultant Aavishkar hailed Yami’s courage, calling the practice a “terrible” parasite that the industry itself has bred.
CineInfinity spotlighted “samosa-fueled ‘reviews'” (a nod to petty bribes), linking it to broader toxicity around Dhurandhar.
Fans and insiders, from @guv192816 to @FabulasGuy, decried the “sad state of affairs,” with some extending the critique to politics and sports.
One user even mocked “dalla paid pages” hypocritically praising the posts.
However, not all feedback was unqualified praise.
Viewer Parth Chaturvedi voiced frustrations over Dhurandhar’s rollout, canceled IMAX shows, sparse promotions, and delayed DCPs, wondering if strategy gaps fuel vulnerability to smears.
It is a reminder: While calling out extortion is vital, robust, organic marketing remains key.
Why This Matters: A Deeper Rot In Bollywood
Yami’s intervention arrives amid Bollywood’s reckoning.
Post-pandemic, paid PR has expanded, with “success” often being measured by viral metrics rather than merit.
Her note echoes past exposes, like the 2023 “samosa scandal,” where critics admitted to influence peddling.
In the South, guilds and collective boycotts deter such ills, fostering environments where content reigns.
Bollywood, fragmented and star-driven, lags, risking a “not pretty picture” if truths unravel, as Yami warns.
Insight
This is not just a pre-release vent; it is a blueprint for reform.
By invoking unity, Yami positions Dhurandhar as a test case: Can a film thrive solely on grit?
Early buzz suggests a positive response, with trade analysts predicting a strong opening, buoyed by Ranveer’s pull and Aditya’s track record, as evidenced by Uri’s ₹244 crore haul.
If it succeeds, it could embolden others to resist the “termite.”
As Dhurandhar unleashes tomorrow, Yami’s words linger: Protect the “industry environment.”
In an era of deepfakes and echo chambers, her stand for unfiltered audience verdicts feels revolutionary.
Bollywood, take note, before the monster bites back.
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